Asian Paints Project - Suresh

Marketing Strategy
CHAPTER-1 INTRODUCTION PART A: ABOUT INDUSTRY BRIEF HISTORY: Asian Paints is India's largest paint company and ranks among the top ten decorative coatings companies in the world today, with a turnover of Rs/- 2 !"# $illion %&'( )*+ million, and an envia$le reputation in the Indian corporate world for Professionalism, -ast .rack /rowth, and 0uilding 'hareholder 12uity! .he 3cto$er' 2 2 issue of -or$es /lo$al maga4ine &'A ranked 0est 'mall 5ompanies in the 6orld for 2 2
Asian Paints among the 2
and presented the '0est under a 0illion' award, to the company! 3ne of the country's leading $usiness maga4ines 70usiness .oday7 in -e$ 2 8
ranked Asian Paints as the 9inth 0est 1mployer in India! A survey carried out $y '1conomic .imes' in :anuary 2 , ranked Asian Paints as the
-ourth most admired company across industries in India! Among its various other achievements, Asian Paints is the only company in India to have won the prestigious 1conomic .imes - ;arvard 0usiness 'chool
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR
Marketing Strategy
Association of India award on two separate occasions, once in the category of 7<ini-/iants7 and the other in 7Private sector /iants7 As the science and technology is fast advancing, marketing is $ecoming more attractive at the company, state, national and international levels! In the early days there was no difference $etween =selling> and =marketing>! 0ut today, the difference $etween these two terms has $een clearly made! <any organisations have involved in developing marketing activities to satisfy the needs and wants of a group of customers! .his =segment> concept has helped in the development of new products and services also specialisation in selling is $eing attained! 6ith the development new markets and new avenues of selling! A wide variety of consumers and producer goods has $een designed and developed and for many, the =marketing> has $ecome a good profession! .he developing nations are giving much importance for marketing to develop their internal and e?ternal markets! 1ven with socialist countries have to started studying the marketing concept in a scientific way introduced them actively in their internal distri$ution system!
<arketing is 2uite an old profession! 0ut still, $y assuming new dimensions, it looks new and which is attracting many people to this profession! .his is a parado?! 6ith the introduction of =$arter e?change>,
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR 2
Marketing Strategy
market activity started functioning! 0ut the marketing has seen the light of the day only in the early part of the 2
th
century! Although economics, the
mother science of marketing, content all the processes of market, it did not e?pose the ideas properly! 0ecause of this, marketing developed as a new area of study and practice in the 2
th
century! It has passed to many phases
and is aiming to attain new heights! .he goods and services consider to $e preserving of rich at one time, have reached the common man today due to unstilted efforts of the marketing activity! 1lectric fans, .!@, .ape recorder, 5alculators, Personal 5omputers etc, have $ecome necessity in maAority of the households! <aAority of the kitchens in Indian households are filled with many new appliances! .he task of the kitchen work is made easy and convenient! All these have $een possi$le $ecause of the development of the marketing management! .he role of organi4ation in developing the marketing activity is ignored! 'everal institutions are involved in discharging marketing functions! .hey may $e small or $ig, good or $ad, $ut they are on their toes to satisfy the human wants! 2
th
century has $een the age of organi4ation
man has attached to these organi4ations so much that he cannot live without them! 3rgani4ations B profit or non-profit, government or private B are in different forms and si4es! 0usiness organi4ations are in the form of the sole trading concerns, relation ship firms and Aoint stock companies! :oint stock undertakings have also gained momentum in these days! All
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR *
Marketing Strategy
these forms of organi4ations of national and international levels are engaged in selling their products through a network of $ranches! .hus the organi4ations are formed to satisfy the wants of consumers! .he organi4er is the key person in the organi4ation process! .he successful organi4er knows the techni2ues of the co-ordination and also the art of selling product in the target market! If he cannot access the potency of his rival in the market, he fails to catch up the market!
GROWTH AND PROSPECTS: .he company places strong emphasis on its own in-house RC(, creating new opportunities $y effectively harnessing indigenous creativity! .he Asian Paints Research C (evelopment 5enter in <um$ai has ac2uired the reputation of $eing one of the finest in 'outh Asia! 6ith its team of over 82+ 2ualified scientists, it has $een responsi$le for pioneering a num$er of new products and creating new categories of paints! .he RC( team has developed the entire decorative range of the company! .he company $oasts of state-of-the-art manufacturing plants at 0handup in the state of <aharashtraD at Ankleshwar in the state of /uAaratD at Patancheru in the state of Andhra PradeshD and at Easna in the state of &ttar Pradesh! All the company's plants have $een certified for I'3 F 8-
Marketing Strategy
the 2uality accreditation! All the company's plants have also received the I'3 8) 8 certificate for 1nvironment
<anagement 'tandard! .he Phthalic Anhydride plant has $een certified for I'3 F certified for I'3 8) certification! In :une 2 2, Asian Paints plant in Patancheru was conferred 7.he 2 and I'3 8) 8 whereas the Penta plant has $een 2
8! .he Penta plant will shortly receive its I'3 F
/olden Peacock7 award $y the 6orld 1nvironment -oundation and the award for '1?cellence in 1nvironment <anagement' $y the /overnment of Andhra Pradesh! .he consumer is the king of the market! 5onsumer tries to satisfy his wants from different market sources! ;is taste, fashion and preferences also change from time to time! ;ence the marketer should learn the art of reading the minds of the consumer and act accordingly! .he marketing organi4ation may develop fast in the initial stages and have a gradual decline after some time or they may have steady growth or develop steadily in the initial stages and grow fast in later stages! .hese are reasons for this! .he two maAor reasons that can $e attri$uted areG 8! .he first change in mind of the consumer!
Marketing Strategy
2! .he keen competition from rivals! .he well-esta$lished producers and marketers have a sudden dearth in the market as they forget these two factors! .his means that they are not aware of the marketing culture! As the rivals work hard, the esta$lished once will have to gradually fade out if they are not alert in the market! 6hat ever may $e the level of productionD the $ehaviour of consumer and the threat of rivals in the market the role of the organi4ation cannot $e forgotten! In today>s modern world, marketing is $ecoming more attractive at the company, state, national and international levels! <any organi4ations have involved in developing marketing activities to satisfy the needs and wants of group of customers! .hus we can say that marketing is a $usiness activity, which promote and distri$ute want-satisfying goods and services to present and potential customers! As consumer is the king in the market, he tries to satisfy his wants from different market sources! ;is tastes, fashion and preference change from time to time! ;ence the marketer should learn the art of reading the mind of the consumer and act accordingly! -or effective successful marketing, marketing manager must $e aware of two thingsG 8! .he fast changing mind of the consumer! 2! 5ompetition from rivals
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR "
Marketing Strategy
PART- B ABOUT SUBJECT Definition of Mar etin!: According to P"i#i$ ot#er Hmarketing as the set of human activities directed at facilitating and consummating e?changes!
A%eri&an %ar etin! a''o&iation Hmarketing as performance of $usiness activities that direct the flow of goods and activities from producers to consumer or userI A&&or(in! to EF) Bree&": H<arketing is the process of determining customer demands for a product or service motivating its sales and distri$uting it into ultimate consumption at a profitI! -P"i#i$ ot#er*
H<arketing is a social and managerial process $y which individuals and groups o$tain what they need and want through creating and e?changing products and value with othersI
Marketing Strategy
Mar et + Mar etin!:<arketing is so $asic that it cannot $e considered a separate function! It is the whole $usiness seen from the point of view of its final result! .hat is from the customers> point of view! - Peter Dr,& er Mar et Ori!in an( %eanin!:.he term HmarketI is derived from the Jatin word =<arcatus> which means merchandise, trade or a place where $usiness is conducted! In ordinary language the term market means a place where goods are $ought and sold! <arket need not necessarily means any particular place! It is wider in scope! CONSUMER BEHA-IOUR In the words of Prof! 6alter 5!/ and Prof! Paul /!6 HIt is the process where $y individuals decide whether, what, when, where, how and from whom to purchase goods and servicesI!
Marketing Strategy
IMPORTANCE + OTHER RE)E-ANT ASPECTS: <ARE1.I9/ '.RA.1/LG -
<arketing strategy is the heart of a marketing plan! <arketing strategy is related to marketing as one functional area of $usiness! Philip kotler designs marketing strategy as a consistent, appropriate and feasi$le set of principal through which a particular company hopes to achieve its long-term customer satisfaction and profita$ility o$Aectives in a particular competitive environment! It is $ased on corporate marketing o$Aectives and a co-ordinate marketing action program implements it vi4, marketing mi?! .he ideal marketing strategy would achieve optimum utili4ations of all resources of the firm! A successful marketing strategy must have a marketing mi?! It is the com$ination of ) ps of marketing B product mi?, price mi?, and place of distri$ution and promotion mi?! .hese are controlla$le factors! Producer should also $e aware of un-controlla$le factors i!e! consumer $ehaviour, govt! policy etc! -or each component of marketing mi?, we have a distinctive strategy! 1?G - product strategy, price strategy, distri$ution strategy, promotion strategy!
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR F
Marketing Strategy
I*
PRODUCT STRATEGY: Product strategy is a company>s plan for marketing its products! It
starts with product o$Aective! Product strategy must $e fitted into overall marketing plan and integrated with other elements of marketing mi?! .he physical product is only a part of the product image! It could not stand alone, $efore the potential $uyer! .here are four elements the surround the product to give us a complete product concept! .hese are 0randing, Packing and Ja$eling! Product guarantee, warranty and service! 8! Bran( Strate!ie' an( Po#i&.* 0randing strategies indicates how the firm chooses to use $randing as an integral part of its overall marketing strategy! A $rand is a 9ame, .erm, 'ym$ol or (esign or a com$ination of them which is intended to identify the goods or service of one seller or a group of sellers and to differentiate them from those of competitors! 2! Pa& in! an( )a/e#in!* A package is a wrapper or container in which a product is enclosed, encased or sealed! Packing therefore, may $e defined as an act of designing and protecting the package for a product! A la$el is anything, a price of a paper, printed statement etc! forming a post and / or matched to a product and giving some ver$al information to
Marketing Strategy
the consumer a$out the product! 'ay the place of production, the name of the producer, contents of the product, value of the product, price etc! .he art of attaching or tagging the la$el to the products for grade identification is called la$eling! *! Pro(,&t Warrant. A warranty is a stipulation collateral to the main purposes of the contract! A $reach of warranty $y the seller ena$les the $uyer to claim for damage! 0ut he cannot avoid the contract! A warranty is an o$ligation of the producer and seller to stand $ehind the product and assure the $uyer that he will drive certain services and satisfactions from the product! .he product warranty must $e clear, unam$iguous and meaningful! It has $ecome an important selling point and a means of product differentiation in a competitive market! 6arranty is also considered as promotional devices! -ull disclosure of warranty information will ensure the consumers Hright to knownI! )! After Sa#e' Ser0i&e It refers to servicing the products after it has $een sold, if there is any disorder in it! It covers repairs, spare parts and maintenance! After sales service is an important selling point helping the customer to take a 2uick decision to purchase dura$le and costly goods! 'uch facilities prevent dissatisfaction, frustration and ill will among customers!
88
Marketing Strategy
II Pri&in! Strate!ie' Price may $e defined as the value of product attri$ute e?pressed in monetary terms which a consumer pays or is e?pected to pay in e?change and anticipation of the e?pected or offered utility! <oney %price, M0undle of e?pectations or satisfactions! Include in the $undle of e?pectations may $e physical product plus other attri$utes such as delivery installation, credit privileges, after sales servicing and so on! Pricing decision interconnect marketing actions with the financial o$Aectives of the enterprise! Among the most important marketing varia$le influenced $y pricing decision are sales volume, profit margins, rate of return on investment, trade margins, advertising and sales promotion, product image and new product development! .herefore pricing decisions play a very important role in the design of the marketing mi?! Pricing strategy determines the firm>s position in the market rivals! <arketing effectiveness of pricing policy and strategy should not suffer merely on account of cost and financial criteria! Pri&in! Po#i&ie' 8! Mar et Penetration Po#i&. 'ome companies set a relatively low price in order to stimulate the growth of the market and to capture a large share of it
2! Mar et S i%%in! $o#i&.

Marketing Strategy
'ome firms seek to take advantage of the some $uyers always ready to pay a much higher price than others $ecause the product for one reason or another has high present value to them! .he o$Aective of skimming pricing is to gain a premium from these $uyers and only gradually reduce the price to draw in the more price elastic segment of the market! *! Ear#. &a'" re&o0er. $o#i&. 'ome firms seek to set a price that will lead to a rapid recovery of cash! .hey may either $e strapped for funds or regard the future as to uncertain to Austify product market cultivation! )!Sati'f. $ri&e $o#i&. 'ome companies descri$e their pricing o$Aective as the achievement of a satisfactory rate of returns! .he implication is that although another price might produce even larger returns over the long run! .he firm is satisfied with a return that is conventional for the given level of investment and risk! III* DISTRIBUTION MI1 2 CHANNE)S OF DISTRIBUTION: 5hannel of distri$ution refers to the pathway, path or route taken $y goods as they flow or move from the point of production to point of consumption or user! In short it is the route through which the title to the product passes from the producer, the first owner to the ultimate consumer or user, to the owner!
8*
Marketing Strategy
5hannel decision and physical distri$ution plan are the components of distri$ution strategy! .hese decisions should $e evaluated against the rest of the marketing mi? and fitted into overall marketing plan! .he most common routes used for $ringing the products is the market from producer to consumer are as followsG 8! <anufacturer B consumer %direct channel, 2! <anufacturer B retailer B ultimate consumer *! <anufacturer B whole seller B retailer B consumer )! <anufacturer B agent-whole seller B retailer B consumer +! <anufacturer B whole seller- consumer
I-* Pro%otion 'trate!.: Promotion strategy aims at communicating, convening and competing against rivals! It is evaluated against company o$Aectives, promotion o$Aective and the rest of the marketing mi?! Promotion strategy deals with the following decisions! 8! .he $lend of promotional activities %advertising, pu$licity, personnel selling and sales promotion!,! .he amount allocated for the various forms of promotion particularly to the advertising media such as press, radio, television etc!
8)
Marketing Strategy
3* T"e in( of $ro%otion to /e ,'e(* 4* Sa#e' $ro%otion: It is an important instrument in marketing to lu$ricate the marketing efforts! .oday sales promotion is a necessity and not merely a lu?ury or fashion! It is not e?penditure! It is an investment, which can pay rich dividends! 'ales promotion is refers to activities other than personal sales man ship, advertising and pu$licity which stimulate consumer purchasing and dealer effectiveness e!g!, displays, e?hi$ition and showrooms, demonstrations, free samples, coupons, premiums and various other non recurrent selling efforts not in the ordinary routine! 3* P,/#i&it.: It is also called marketing pu$lic relations! Pu$licity is not paid for $y the organi4ation! It comes to the receiver as the truth rather than as a commercial! 1very firm tries to create good pu$lic relation so as to give pu$licity! &nder the social marketing concept, pu$licity and pu$lic relations are assuming uni2ue importance in the firms promotion mi?! (efective products, unfair trade practices, anti-social activities often results in unfavoura$le pu$licity! .he firms having a poor pu$lic image will have lower sales and lower profits!
8+
Marketing Strategy
5*
A(0erti'in!: It means informing the people of the availa$ility of a particular
product or service or idea sponsored $y a person %i!e!, the advertiser, at his e?pense to create demand for their goods! Advertising helps to create demand for the new product introduced in the market helps the producers in maintaining the e?isting market for their goods and to e?pand the market for their goods! It popularised a product and $uilds reputation and goodwill for the producers! 6* Per'ona# Se##in!: It refers to oral presentation in conversation %$y a sales
representative, with one or more prospective customer for the purpose of making sales! Personal selling is highly distinctive and the only form of promotion involving face to face relationship or interpersonal inter action or communication $etween a salesperson and one or more prospective customer! (ue to seller, $uyer interaction personal selling alone can provide immediate feed$ack of information, which ena$les a salesman to understand properly the $uyer>s mind, his pro$lems, his needs and preference!
8"
Marketing Strategy
CHAPTER-3 RESEARCH DESIGN 3*4 TIT)E OF THE STUDY: A9 A9AJL'I' 3- <ARE1.I9/ '.RA.1/L .36AR(' =A'IA9 PAI9.'I A. E3JAR
3*3 STATEMENT OF THE PROB)EM: <arketing 'trategy plays a very important role in the marketing of goods! -or any company to survive in competitive $usiness environment, information a$out the market is vital and could mean the difference $etween success and failure! As time goes $y the demand of the market is only get higher! 1ach company has its own caps! .he main caps of consumers in this study, consumers do not prefer private paint, $ecause they are not providing 2uality products and prices is also very high range! 'ome
competitors in the market have $een providing only 2uantity products and contents are also very low, selling at higher prices to consumers! 'o, in these circumstances, it is important to study consumer>s attitude towards HAsian paintsI Products!
8#
Marketing Strategy
3*5 OBJECTI-E OF THE STUDY
.o ascertain the e?isting marketing strategies of A'IA9 paints! .o structure the customer profile for A'IA9 paints! .o ascertain the customer e?pectation regarding the A'IA9 paints! .o analy4e the customer attitude and perception towards A'IA9 paints and marketing strategies for A'IA9 paints! .o suggest suita$le marketing strategies for A'IA9 paints!
3*6 S COPE OF THE STUDY .he study is confined to Eolar district! .he study is $ased on primary and secondary data, collected from the consumers! It $rings out consumers attitudes, perception towards the A'IA9 paints!
Nee( for St,(. 8! .o get a practical out look a$out theories learnt during the academic life or year! 2! .o get knowledge of the present on going in consumer $ehaviour!
8K
Marketing Strategy
3*7 RE-IEW OF )ITERATURE :
.itle of the study! 0ackground of the study! 5hapter scheme! Research design! Analysis C Interpretation of data! -indings! Recommendations! 5ertificates! 0i$liography! Presentation C language!
3*8 HYPOTHESIS: A! <ost of the consumers procure ordered 2uantity of PaintN 0! 6hy consumers give due preference of the paintN
3*9 OPTIONA) DEFINITION OF CONCEPT: According to P"i#i$ ot#er Hmarketing as the set of human activities directed at facilitating and consummating e?changes!
8F
Marketing Strategy
A%eri&an %ar etin! a''o&iation Hmarketing as performance of $usiness activities that direct the flow of goods and activities from producers to consumer or userI 3*: SAMP)ING P)AN .he sample consisted of + consumers! .he convenience sampling method was adopted! Area of research was Eolar district! Sa%$#in! %et"o(: Area of research collected information from 5hintamani, E!/!-, 0angarpet and chicka$alapur of Eolar (istrict and part of 0angalore 5ity! Random sampling is $eing used $ecause it gives each element an e2ual and independent chance of $eing selected, %e2ual chance has $een given to all dealers and consumers for selection,! Data Co##e&tion In'tr,%ent' .he research instrument in this study was the 2uestionnaire was used to avail information needed! .he 2uestionnaire was mostly closed ended with multiple choices! Ouestionnaire was prepared for consumers! Ouestionnaire includes $oth general information and specific information and framed according to the o$Aectives set in the re2uired order!
Marketing Strategy
3*; METHODO)OGY: 8! -ield of study .he field of study has $een restricted to the Eolar district! .he focus is to conduct market survey on A'IA9 paints! 2! 'pecification purpose .he main purpose of the survey is to find the consumer opinion towards A'IA9 paints! .otal emphasis is laid on general perception of consumers a$out the products, their attitudes, their purchase intention, awareness and $uying $ehaviour!
3*4<
TYPES
PF
RESEARCH
P)US
TOO)S
FOR
DATE
CO))ECTION: -ollowing sources has collected dataG a* Pri%ar. Data: Preparing 2uestionnaires collected data, which was distri$uted among consumers to get feed$ack! In this survey the more importance has $een given to primary data then secondary data $ecause it is more relia$le!
28
Marketing Strategy
/* Se&on(ar. Data: .he various sources for secondary data like $ooks, pamphlets and small note sheets from the company! .he secondary data was collected after choosing the topic, which is very practical to the research! It was collected from company $rochures and documents! .his has $een used in the profile of the organisation!
3*44 P)AN OF ANA)YSIS: After collecting all the information was transferred to a worksheet the data relating to set of the o$Aectives was then classified and the findings recovered after which the data was graphically represented! ;ere some special statistical techni2ues are used some of them are mentioned $elowG 'ampling statistics! 5hi s2uare analysis! Analysis of variants! 5orrelation! Regression!
22
Marketing Strategy
3*43 REFERENCE PERIOD: .he reference period of this study was 5< (a.' i!e!, 8month!
3*45 )IMITATIONS OF THE STUDY:8! (ue to time constraint an e?tensive research could not $e undertaken therefore the sample si4e was restricted to + respondents! 2! Analysis of the data o$tained from 2uestionnaire was done on the assumption that the respondents gave the correct information! .he data provided $y the respondents is $asically from their memory recall! 0ias tends to creep due to recall errors! ;owever, enough care has $een taken to reduce the $ias $y adopting a cross checking method! 6hich seeks information from respondentsN *! .ime has $een the maAor constraint while performing the market study! )! .he opinion collected from Eolar can $e generated to all the places!
3*46 CHAPTER SCHEME C"a$ter:4 IntroductionG PAR. A G A$out Industry B 0rief ;istory, /rowth and Prospects!
2*
Marketing Strategy
PAR. 0 G A$out su$Aect B (efinition of terms used, Importance and other relevant aspects of the su$Aect to the title of the study! C"a$ter:3 Research (esignG .itle of the study, 'tatement of pro$lem, o$Aective of study, 'cope of the study , Review of Jiterature, ;ypothesis, 3perational (efinition of 5oncepts, sampling, <ethodology, .ypes of research plus tools for data collection, Plan of Analysis, reference period, Jimitation of the study, 5hapter 'cheme! C"a$ter:5 5ompany ProfileG Inception, .ype, 9ature, 0oard of (irectors, 3rganisation 5hart, 0usiness 3perations, Product/'ervice Profile, <arket share, 5ompetitors, -unctional chart, -uture Prospects//rowth of the company! C"a$ter:6 Data Ana#.'i' An( Inter$retation : .itle of the .a$le, (ata ta$le %in figures,, Analysis of the ta$le, Inference of the ta$le, /raphical Representation %@isual presentation of the data, C"a$ter:7 'ummary 3f -indings , 5onclusion and 'uggestions Recommendations and 'uggestions
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR 2)
Marketing Strategy
CHAPTER-5 COMPANY PROFI)E 5*4 INCEPTION: Asian Paints is India's largest paint company and ranks among the top ten decorative coatings companies in the world today, with a turnover of Rs/- 2 !"# $illion %&'( )*+ million, and an envia$le reputation in the Indian corporate world for Professionalism, -ast .rack /rowth, and 0uilding 'hareholder 12uity! .he 3cto$er' 2 2 issue of -or$es /lo$al maga4ine &'A ranked 0est 'mall 5ompanies in the 6orld for 2 2
Asian Paints among the 2
and presented the '0est under a 0illion' award, to the company! 3ne of the country's leading $usiness maga4ines 70usiness .oday7 in -e$ 2 8
ranked Asian Paints as the 9inth 0est 1mployer in India! A survey carried out $y '1conomic .imes' in :anuary 2 , ranked Asian Paints as the
-ourth most admired company across industries in India! Among its various other achievements, Asian Paints is the only company in India to have won the prestigious 1conomic .imes - ;arvard 0usiness 'chool Association of India award on two separate occasions, once in the category of 7<ini-/iants7 and the other in 7Private sector /iants7
2+
Marketing Strategy
.he company has come a long way since its small $eginnings in 8F)2! -our friends who were willing to take on one of the world>s $iggest, most famous paint companies operating in India at that time set it up as a partnership firm! 3ver the course of 2+ years Asian Paints $ecame a corporate force and India's leading paints company! (riven $y its strong consumer-focus and innovative spirit, the company has $een the market leader in paints since 8F"K! .oday it is dou$le the si4e of any other paint company in India! .o keep a$reast of world technology and to protect its competitive edge, Asian Paints has from time to time entered into technology alliances with world leaders in the paint industry! It has a + G+ Aoint venture with Pitts$urgh Paints C /lass Industries %PP/, of &'A, the world leader in automotive coatings, to meet the increasing demand of the Indian auto motive industry! It has also drawn on the world's latest technology for its manufacturing capa$ilities in areas like powder coatings and high-tech resins - thus ensuring that its product 2uality lives up to e?acting international standards, even in the most sophisticated product categories!
2"
Marketing Strategy
5*3 TYPES: Product range of Asian paints Interior wall paints 1?terior wall paints (oors and window paints -urniture paints Ancillary paints <etal paints! Interior =a## $aint' Ro.a# Royal is a premium acrylic emulsion made with the $est acrylic copolymers, for walls that stay new for years to come! Royale has a large range of super pastel shades that provide the perfect $ackdrop for a lu?urious room! It is easy to clean and to maintain! .he highlight of Royal is it's lu?urious smooth finish with a silky sheen! Pre%i,% E%,#'ion Premium 1mulsion is the $est choice for great looking walls! It gives a smooth finish to the walls and is completely washa$le! .he paint looks freshly painted for years! It resists dust pick-up and provides long lasting protection!
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR 2#
Marketing Strategy
Tra&tor E%,#'ion S%oot" Wa## Fini'" .ractor 1mulsion 'mooth 6all -inish is a good choice for people who are looking for a value for money! It is washa$le and gives a smooth finish! .ractor 1mulsion 'mooth 6all -inish is availa$le in a range of 8 shades! It will give your walls the legendary 2uality of .ractor and
the premium ness of an emulsion! S,$er De&o$#a't P#a'ti& E%,#'ion 'uper (ecouples is a good choice for people who are looking for a value for money! It is washa$le and gives a smooth finish! 'uper decoplast comes in a wide range of over 8 Interior Wa## Fini'" ),'tre Interior 6all -inish Juster gives a gloss like finish! It is $est suited for kitchens and toilets where there is a lot of moisture and dirt! It is easy to clean and comes in a vast range of shades to suit every color scheme! It can also $e used on regular walls to get a shine on the walls! Interior Wa## Fini'" Matt Interior 6all -inish <att gives a dead matt look to your walls! It has practically no sheen and can $e used to create the right contrast to your room! It is an oil-$ased paint and comes in a vast range of shades! shades!
2K
Marketing Strategy
Tra&tor A&r.#i& Di'te%$er Wa'"a/#e .ractor Acrylic (istemper 6asha$le is the $est distemper in the market today! It gives a smooth finish very close to more e?pensive emulsions and also comes in a range of over ) shades! .he ideal choice
if you want good-looking walls $ut do not have the $udget to go in for emulsions! Tra&tor S.nt"eti& Di'te%$er Wa'"a/#e .ractor 'ynthetic (istemper 6asha$le is India's largest selling distemper! .rusted $y millions of satisfied customers, .ractor 'ynthetic (istemper 6asha$le is the generic name for distemper! Lou will get a good wall finish that comes in $eautiful shades and is washa$le! Ut'a0 A&r.#i& Di'te%$er &tsav Acrylic (istemper is a very economical wall finish! If you want to get a good performance from your paint at a nominal cost, this is the paint for you! Ut'a0 S.nt"eti& Di'te%$er :- In case you wish to use choona, lime wash or local thaili distempers, consider &tsav 'ynthetic (istemper! It comes in 8 Eg pouch packs and will provide a far $etter finish to your walls than cheap alternatives at a slightly higher cost! .he finish gives a $right look to your room and does not come off on clothes like choona!
2F
Marketing Strategy
E>terior =a## $aint': E#a'to%eri& Asian Paints 1lastomeric is a high performance, long lasting e?terior paint designed to withstand fluctuations in tropical climatic conditions! Its dry paint film has an in-$uilt elasticity coupled with e?cellent anti-algal and anti fungal properties! <oreover, it offers twin $enefits of 75rack 0ridging7 and 7Rain /uard7! %Availa$le in select cities, JifeG K-8 years Premium nessG P P P P P 'pecialtyG 1?cellent 5rack $ridging, @ery long life A$e> Weat"er Proof E>terior E%,#'ion Ape? 6eather Proof 1?terior 1mulsion premium emulsion helps create $eautiful e?teriors that last for years! It can withstand e?treme tropical conditions of high rainfall, humidity and heat! Ape? 6eather Proof 1?terior 1mulsion protects against &@ degradation, fungus and algae! It forms a tough $ond with the e?terior surface and prevents peeling or cracking of the paint for years! JifeG +-K years Premium nessG P P P P P 'pecialtyG Anti-algal, Anti-fungal, And Anti-fading
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR *
Marketing Strategy
A&e E>terior E%,#'ion Ace 1?terior 1mulsion provides protection from the elements of nature! It is suita$le for non-coastal areas and places with a dry to moderate climates! It has e?cellent resistance to chalking, cracking and weathering! 'uperior surface adhesion! Anti-fungal and anti-algal! JifeG *-+ years Premium nessG P P P P P 'pecialtyG Jow dirt pick-up, Resistant to fungus Gatt,&e% Ce%ent Paint It is an economical e?terior wall finish! It is a decorative coating that should only $e used in dry and arid areas! %Availa$le in select cities, JifeG 8-* years Premium nessG P P P P P 'pecialtyG 0est Ouality among cement paints
*8
Marketing Strategy
5*5 NATURE: .he company places strong emphasis on its own in-house RC(, creating new opportunities $y effectively harnessing indigenous creativity! .he Asian Paints Research C (evelopment 5enter in <um$ai has ac2uired the reputation of $eing one of the finest in 'outh Asia! 6ith its team of over 82+ 2ualified scientists, it has $een responsi$le for pioneering a num$er of new products and creating new categories of paints! .he RC( team has developed the entire decorative range of the company! .he company $oasts of state-of-the-art manufacturing plants at 0handup in the state of <aharashtraD at Ankleshwar in the state of /uAaratD at Patancheru in the state of Andhra PradeshD and at Easna in the state of &ttar Pradesh! All the company's plants have $een certified for I'3 F 8-
the 2uality accreditation! All the company's plants have also received the I'3 8) 8 certificate for 1nvironment
<anagement 'tandard! .he Phthalic Anhydride plant has $een certified for I'3 F certified for I'3 8) certification! In :une 2 2, Asian Paints plant in Patancheru was conferred 7.he 2 and I'3 8) 8 whereas the Penta plant has $een 2
8! .he Penta plant will shortly receive its I'3 F
/olden Peacock7 award $y the 6orld 1nvironment -oundation and the

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR *2
Marketing Strategy
award for '1?cellence in 1nvironment <anagement' $y the /overnment of Andhra Pradesh! Asian Paints was one of the first companies in India to e?tensively computeri4e its operations! In addition to computeri4ed manufacturing, computers are used widely in the areas of distri$ution, inventory control and sophisticated <I' to derive $enefits of faster market analysis for $etter decision-making! It is a continuously evolving company deriving its cutting edge from the use of innovative I. solutions! All the locations of the company are integrated through the 1RP solution!
5*6 BOARD OF DIRECTORS: In0e'tor' Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to Analysts and -und <anagers on 3cto$er * , 2 * at <um$ai after the announcement of the ;alf-Learly *-2 )!
results for the financial year 2
**
Marketing Strategy
C)SA In0e'tor For,%? Hon! @on!? Se$te%/er 3<<5 Presentation made to all Indian and -oreign Institutional Investors at the 5J'A Investor -orum, ;otel /rand ;yatt, ;ong Eong on 'eptem$er 2) C 2+, 2 *
Ana#.'t Pre'entation - Finan&ia# Re',#t' 3<<3 - 3<<5 Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to Analysts and -und <anagers on <ay 2K, 2 * at <um$ai after the announcement of the 2-2 * *!
annual results for the financial year 2 <errill Jynch Investor 5onference - 2
Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to all Indian and foreign investors at the ('P <errill Jynch Investor 5onference held in &daipur, India on Fe/r,ar. 43? 3<<5 Asian Paints results for ;8--L' * C 'trategy for International operations Presentation $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited on No0e%/er 38? 3<<3 in <um$ai Asian Paints resultsG Ouarter 8 - -L 2 *
Presentation $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector,
*)
Marketing Strategy
Asian Paints %India, Jimited after the announcement of the first 2uarter results for the financial year 2 +-2 "!
Analyst <eet - Results' 2
)-2
Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to Analysts and -und <anagers on <ay 2F,2 2 at <um$ai after the announcement of the annual results for )-2 +!
the financial year 2
5J'A Investor 5onference, ;ong Eong - <ay' 2 Presentation made at the 5J'A Investor conference to all Indian and foreign investors at the 5J'A Investor conference in ;ong Eong on Ma. 33? 3<<3! ('P <errill Jynch Investor 5onference - -e$' 2 Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to all Indian and foreign investors at the ('P <errill Jynch Investor 5onference held in 5ochin, India on Fe/r,ar. 8? 3<<3! Analyst <eet - I ;alf -L 2 2
Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to Analysts and -und
*+
Marketing Strategy
<anagers on 3cto$er * , 2 8 at <um$ai after the announcement of the 8-2 2!
;alf-Learly results for the financial year 2
Analyst <eet - Results' 2
-2
Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to Analysts and -und <anagers on J,ne 8? 3<<4 at <um$ai after the announcement of the annual results for the financial year 2 -2 8
('P <errill Jynch Investor 5onference - -e$' 8 Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to all Indian and foreign investors at the ('P <errill Jynch Investor 5onference held in 9ew (elhi on Fe/r,ar. 9? 3<<4!
Analyst <eet - I ;alf -L 2
Presentation made $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector, Asian Paints %India, Jimited to Analysts and -und <anagers on O&to/er 35? 3<<< at <um$ai after the announcement of the ;alf-Learly results for the financial year 2 -2 8!
*"
Marketing Strategy
Or!aniAation C"art:
ORGANISATIONAL CHART
SHARE HOLDERS
BOARD OF DIRECTORS
GENERAL MANAGERS
WORK MANAGER
FINANCE MANAGER
OFFICE MANAGER
SALES MANAGER
HUMAN RESOURCE MANAGER
PURCHASE MANAGER
STAFF FOREMAN 1 FOREMAN 2
STAFF
STAFF
WORKERS
WORKERS
*#
Marketing Strategy
5*7 BUSINESS OPERATIONS Asian Paints operates in 2* countries across the world! It has manufacturing facilities in each of these countries and is the largest paint company in nine overseas markets! It is also India's largest e?porter of paints, e?porting to over 8+ markets in the Asia-Pacific region, the <iddle 1ast and Africa! In 82 markets it operates through its su$sidiary, 0erger International Jimited and in 1gypt through '5I0 5hemical 'A1 .he countries that Asian Paints has presence in, are as followsG
Asia
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR *K
Marketing Strategy
0angladesh, 5hina, <alaysia, <yanmar, 9epal, Philippines, 'ingapore, 'ri Janka and .hailand! Africa 1gypt C <auritius 5ari$$ean-Islands 0ar$ados, :amaica, .rinidad C .o$ago 1urope <alta, <iddle-1ast, 0ahrain, (u$ai and 3man, 'outh Pacific Australia, -iAi, 'olomon Islands, .onga and @anuatu! Co%$an. "i'tor. Asian Paints $ecomes the 8 th largest decorative paint company in the world! Asian Paints is more than twice the si4e of its nearest competitor! It is recogni4ed as one of the most admired companies in India! Presence in 2* countries with 2# manufacturing locations, over 2+ 'E&'s, Integrated 'AP- 1RP C i2 - '5< solution! Rated 0est 1mployer $y 0.-;ewitt survey, 2 0luest of the $lue chips $y ;indu 0usiness Jine <ost admired company to work for $y 1.-0. survey, 2 !
3n the recommendations of 0oo4, Allen and ;amilton, Asian Paints

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR *F
Marketing Strategy
restructures itself into /rowth, (ecorative and International $usiness units and adopts '5< and 1RP technology! Asian Paints aims to $ecome the +th largest decorative paint company in the world! 5*8 SER-ICE PROFI)E: 4't Fe/r,ar. 4;63 Armed with little knowledge and great determination, 5hampaklal 9! 5hoksey, 5himanlal ;! 5hoksi, 'uryakant 5! (ani and Arvind R! @akil get together to manufacture paint in a garage on -oras Road, 0om$ay! .hey name their company the Asian 3il C Paint 5ompany, a name that they pick randomly from a telephone directory! 4;67 Asian Paints touches a turnover of Rs! *, + , , with an innovative
marketing strategy 7to reach consumers in the remotest corners of the country with small packs!7 4;76 Asian Paints mascot, /attu, the mischievous kid, is $orn! 0ritish company 0almer Jawrie reAects the products of a giant 0ritish paint company in favour of Asian Paints! Asian Paints em$arks on an am$itious grassroots marketing campaign, partnering with thousands of dealers in small towns all over India! 4;79-4;88
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR )
Marketing Strategy
.he family-owned company makes the transition to a professionally managed organi4ation! 4;89 Asian Paints emerges as India's leading paint company ahead of any international competition! Gro=t" + Pro'$e&te': It's your career and you are the driver of itQ 0ut the company will support you on your wayQ /rowth at Asian Paints is a function of performance and potential! 6e have a evolved Performance focused management system which values performance on 2ualitative C 2uantitative parameters, demonstrated allegiance to company values, team $ased work and contri$ution towards institution $uilding! 3ur 5ompetency model clarifies e?pectations of the organi4ation from employees at each level, provides clear guidelines and transparency in human resource decision making, provides a uniform and systematic methodology for recruitment, training C development and career planning! .raining C 5ross functional rotation are two key organi4ational levers that promote career growth!
)8
Marketing Strategy
)ea$ 6e are known for the importance we accord to learning! .he time and money that we invest on strengthening the fundamentals, we $elieve gives us very good return in future! 6e have a formal and structured induction for all new Aoiners %from campus and laterals,! 3ur training provides inputs not only in ones own core functional area $ut also across all key cross functions in the company! 1ach new recruit undergoes the plant, $ranch C product training stint irrespective of the function he/she is in! 3ur structured orientation programmed for our 1?ecutive .rainees %management graduates who Aoin us directly from campus, is $randed as J1AP %Jet's 1?cel R Asian Paints,'! 'o what do we do in this programmedS .his is the $rand name for the )earnin! E>&e##en&e Pro!ra%%e( designed for the 1?ecutive .rainees of A'ian Paint'!
O/Be&ti0e' of )EAP
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR )2
Marketing Strategy
T 1nsure e?cellent 'Inclusion' of the 1. group T /ive the 1. a $road overview of the company T /ive the 1. necessary information, skills to $e an effective e?ecutive Gettin! Starte( .he entire process is kicked off with classroom sessions $y the heads of different functions covering in detail their operations, their structure and their future plans and roles to these 1?ecutive .rainees! .he top $rass of the company avail themselves to answer any 2ueries a$out the company!
In t"e Bran&" + P#ant 3nce the new recruits get a feel of the company they are sent on their stints to learn hands on what the company does and how! .he areas covered are a $ranch and a plant! .he $ranch and the plant stints last for * weeks each! .his is followed $y skill-$uilding workshops to e2uip them to take on their respective roles! .his covers areas like communication, functional training etc!
)*
Marketing Strategy
5*9 CONCEPTS OF MAR@ETING: .he market must fulfil the following concepts! 3therwise, marketing is not possi$le to analyse alsoG 4* P#a&e &on&e$tG A market is a convenient meeting place for $uyers and sellers together in order to conduct $uying and selling activities!
2! Area &on&e$tG A market develops in any area, small or large, the movement there is * pre-re2uisites for e?changeG a, .wo or more individuals have un-satisfied wants! $, .hey have products to e?change, and c, .hey have some means of communication such as phone, inde?, correspondence etc!
5* De%an( &on&e$t: .he market is also used to represent total customer demand! In this sense, market means people with needs to satisfy, the money to spend and the will to spend money to satisfy their wants! .he human $eings are having never ending, varied and ever changing wants!
))
Marketing Strategy
<arket communication
0ody of sellers
Mar et t"e &ir&#e of e>&"an!e
0ody of $uyers
-eed$ack information su$Aect dissatisfaction!
1?amples of these goods are furniture, Aewellery, domestic appliances, etc!
5*: MAR@ETING: <arketing is a comprehensive term and it includes all resources and to set off activities necessary to direct and facilitate the flow of goods and services from producers to consumers in the process of distri$ution! 0usinessmen refer marketing processes, distri$ution process, human efforts, finance management constitute the primary resources in marketing! 6e have twin activities, which are most significant in marketing!
8! <arketing the product or services, an article to trade with demand, that is consumer needs and desires or target market!
)+
Marketing Strategy
2! .he transfer of ownership and possession at every stage Kn the flow of goods from the primary producer to the ultimate consumer! <arketing comprises all activity involved in the determination and satisfaction of customer needs at a profit! 0y means of marketing function, marketer can direct the firm>s response to an everchanging market environment and orient all parts of the $usiness towards the creation of satisfied customer! <arketing comprises all activities of e?change conducted $y producer and middlemen in commerce for the purpose of satisfying consumer demand!
5*; TYPES OF MAR@ETS: In the markets, there are various types of marketsG 8! 3n the $asis of selling area, we have local, national and international markets! 2! 3n the $asis of article of trade, we have product market, e?G 5otton market, 0ullion market! *! 3n the $asis of nature of e?change dealings, we have spot or cash market and future or forward market! )! 3n the $asis of period, we have short term and long-term markets, e?G money market for short-term funds and capital market for longterm funds!
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR )"
Marketing Strategy
+! 3n the $asis of nature of goods sold, we have consumer goods market and industrial goods market! "! 3n the $asis of nature and magnitude of selling, we have wholesale and retail markets! @INDS OF GOODS: 5onsumer good classification $ased upon consumers $uying ha$its has three categoriesG 8! Con0enien&e !oo(': 5ustomers fre2uently in small 2uantities demand these goods $ut they must $e immediately availa$le at easily accessi$le retail shop! .hese are low B cost, highly advertised items that are designed for mass markets and are sold to all income classes! 1?G 9ewspapers, -ood articles, 'oaps, Ra4or $lades, .o$acco products, etc! 2! S"o$$in! !oo('G .here are two types of shopping goods! a, -ashion goods! $, 'ervice goods! .hey need such efforts and special visits to control markets! .hese are not urgent purchases and $uyers can postpone $uying according to their convenience! .hey need not have numerous retain outlets! 0uyers want to shop around and select goods after comparing 2uality, terms, style, price, service and so on!
)#
Marketing Strategy
*! S$e&ia#t. !oo(': .hese are the goods with uni2ue features! .hey demand shopping efforts! .hey are sold in specialty shops! 0uyers have $rand preference and insistence and will make special efforts to $uy! .hese goods areG Radio, .!@, 6atches, -ancy groceries, 5ars, .ape recorders etc! <ay well known and very popular $rands also $ecome specialty goods! 6* S$e&ia#it. !oo(': T"e. are !oo(' =it" ,niC,e feat,re'* T"e. (e%an( '"o$$in! effort'* T"e. are 'o#( in '$e&ia#it. '"o$'* B,.er' "a0e /ran( $referen&e an( in'i'ten&e an( =i## %a e '$e&ia# effort' to /,.* T"e'e !oo(' are D Ra(io? T*-? Wat&"e'? Fan&. !ro&erie'? Car'? Ta$e re&or(er'? et&*
GOA)S OF MAR@ETING SYSTEM: As an economic activity, marketing has three o$AectivesG 8! 5reation of utility! 2! 5ost reduction, and *! Price sta$ility!
)K
Marketing Strategy
.he main o$Aective is to serve customer demandG 8! Creation of ,ti#it.G It wants to satisfy various wants of consumers! It can create time utility, place utility and possession utility! In this way, demand of consumers can $e satisfied!
$, Creation of $#a&e ,ti#it.G <ovement of goods from the producing centre to consuming centre creates place utility! .im$er in the forest is waste $ut in the city, it is valua$le! 'and on the seashore has no value $ut in the city it is as good as gold for construction work!
c, Creation of ti%e ,ti#it.: 6heat at the time of the harvest may not $e varying useful! 0ut after a few months it can $e sold at a profit! <arketing makes goods availa$le at the time when the pu$lic re2uires them!
d, Po''e''ion ,ti#it.: /oods are in the warehouse of manufacturers and dealers! .heir possession can $e transferred to consumers who want to use them! <arketing helps transfer of ownership and possession of goods!
)F
Marketing Strategy
3* Co't re(,&tionG It aims at reducing the cost to give the $enefit to $oth the parties B seller and $uyer! <arketing efficiency is $ased upon the cost of distri$ution or marketing! <arketing cost should $e minimum as far as possi$le!
)! Pri&e 'ta/i#it.: It also aims at sta$ili4ation of prices! .he entire $ody of producers, customers and society in general desires sta$le prices and sta$le market conditions! 6ide and e?treme changes or fluctuations in prices are harmful to all! .hey create confusion and chaos in the market! .he market is demorali4ed and trading $ecomes very risky! 0ankers and insurance companies are unwilling to help trade if prices constantly fluctuate! &nder such circumstances, producers, $usinessmen, and merchants are re2uired to $ear the entire risk of loss due to sudden and wide changes in prices! Profiteering, hoarding and $lack-marketing takes place in marketing! In the end, the government may $e compelled to nationali4e trading and distri$ution work! In short, efficient marketing machinery must eliminate wide price fluctuation and maintain uniform prices in all markets!
Marketing Strategy
MAR@ETING FUNCTIONS: <arket process includes marketing function! A chart descri$ing a classification of marketing function is given $elow!
<ARE1.I9/ -&95.I39
Involving ownership transfer

4* Con&entration /,.in! or a''e%/#in! 3* Di'tri/,tion 'e##in! EF,n&tion of e>&"an!eF
Involving physical distri$ution
Involving ownership transfer

4* Con&entra tion /,.in! or a''e%/#in! Di'tri/,tio n 'e##in! Ef,n&tion of e>&"an!eF
3* 5*
.he manufacturers and all middlemen in the machinery of distri$ution perform marketing functions! .he marketing process has four components! .hey areG 8! <arketing management 2! <arketing channels *! <arketing functions )! <arket demand (iscussion on marketing process starts with market demand and ends with marketing management!
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR +8
Marketing Strategy
6e will descri$e $riefly some of the important functionsG 8! Se##in!G it is one function of the e2uation of e?change! 'elling creates demand forG a, Product! 'elling functions involvesG i, ii, iii, Product planning and development -inding out or locating $uyers! 9egotiation of terms of sales such as price, 2uality, etc! iv, 'ale contract leading to transfer of title and possession of goods! 2! B,.in!: It is the second function of the e2uation of e?change! It re2uires planning of purchases, intelligent search for pro$a$le sellers! 'election of goods to $e sold, assem$ling of goods in right 2uantity and 2uality at the right place and time and at the right price! In a formal e?change, the $uyer has to negotiate terms of purchase and enter in to a contract of purchase!
*! Stan(ar(iAation
an(
!ra(in!G
In
agricultural
marketing,
standardi4ation and grading plays a very important role! 'tandardi4ation make sale $y description possi$le! It assures 2uality, it promotes uniformity of products! It widens the market for
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR +2
Marketing Strategy
commodities! 'tandardi4ation means setting standards of 2uality! /rading means separating or inspecting the products according to esta$lished standards! 1ach grade has uniformity in all attri$utes! /rading enhances marketing efficiency!
)! Finan&in!: -inance is life$lood of commerce! 6e have monetary e?change! @alue of goods is e?pressed in money and it is denoted $y price to $e paid $y a $uyer to a seller! 5redit is necessary in marketing! It plays an important role in retail trade particularly in the sale of costly consumer goods!
+! Mar etin! infor%ation: <arketing decisions are no $etter than the facts and figures upon which these are $ased! Information flow is a vital resource in $usiness! Information has to $e collected, processed and interpreted! (ecisions are $ased on facts and figures! MAR@ETING MANAGEMENT PROCESS: <arketing management represents marketing concepts in action! .hat is pre-planned demand management under customer oriented marketing philosophy! <arketing management may $e defined as the process of management of marketing programs for accomplishing
+*
Marketing Strategy
organi4ational goals and o$Aectives! <arketing management is directly in charge ofG 8! .he setting marketing goals and o$Aectives! 2! (eveloping the marketing plan! *! 3rgani4ing the marketing functions! )! Putting the marketing plan into action! +! 5ontrolling the marketing programs! <arketing management represents an important functional area of $usiness management efforts for flow of goods and services from producers to the consumers! <arketing management is responsi$le for organi4ing directly and controlling all marketing activities included in the process of marketing! It has to implement the marketing program and conduct the marketing campaign! -inally, it must evaluate the effectiveness of each part of the marketing-mi? and introduce necessary alterations or modifications to remove discrepancies and deficiencies discovered in the actual e?ecution of all marketing plans, policies and procedures!
MAR@ETING MI1 Gt"e &"oi&e of %ar etin! %et"o('H In marketing planning, we use marketing information to assess the situation! 6e have to select specific marketing targets the form of market segment! -or each segment of the market the formulate the com$ination of
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR +)
Marketing Strategy
num$er of devices or types of marketing activities that are co-ordinate into a single marketing programmed to each particular target or market segment! .he com$ination of these marketing methods or devices is known as marketing mi?! A successful marketing strategy must have a marketing mi? as well as target market for which the marketing mi? is prepared! .he elements or varia$le that make up a marketing mi? are only fourG ) decisions on product or service! ) decisions on price! ) decisions on promotion! ) decisions on distri$ution! .hese ) ingredients are closely interrelated! &nder this system approach, the decision in one area affects action in the other! <arketing mi? decisions constitute a large part of marketing management! <arketing manager is mi?er of all marketing ingredients and he creates a mi? $lending or com$ination of all the marketing elements and resources! <arketing mi? offers an optimum %least cost, com$ination of all marketing ingredients so that we can have reali4ation of company goals such as profit, return on investment, sales volume, and market share and so on! It is a profita$le formula of our marketing operations! .he marketing mi? will naturally $e changing environmental factors %technical, social, economic and political, affecting each market! It is, of course, $ased on marketing
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR ++
Marketing Strategy
research and marketing information! It must $e fully related to customer demand, competition as well as other aforesaid environmental forces! In the simple manner, the $asic marketing mi? is the $lending of four inputs or su$ mi?es which form the core of the marketing systemG 8! Product mi? 2! Price mi? *! (istri$ution mi? )! Promotion mi? .he outputs are optimum productivity and satisfaction! PRODUCT MI1 Product is the thing processing utility! It has four componentsG 8! Product mi? 2! 'ervice of sale *! 0rand and )! Packaging .he product management involves in consultation with marketing manager! PRICE MI1 Price is the valuation placed upon the product $y the offerer! It has to cover pricing, discounts, allowances and terms of credit! It deals with price competition!
+"
Marketing Strategy
Pro(,&t %i> Bran( St.#e Co#or De'i!n Pro(,&t #ine Pa& a!e Warrant.
Pri&e %i> Pri&in! 'trate!.
Pri&in! $o#i&.
Ba'i& $ri&e Ter%' of &re(it' Di'&o,nt' A##o=an&e'
Mar etin! 'trate!.

Mar etin! %i> fo&,'e( on tar!et %ar et
Pro%otion %i>
Per'ona# 'e##in! A(0erti'in! P,/#i&it. Sa#e' $ro%otion: Dea#erI' ai(' Con',%er ai('
P#a&e %i>
(istri$ution channelG
W"o#e'a#er' Retai#er' Mer&anti#e a!ent' P".'i&a# (i'tri/,tion Tran'$ort Ware"o,'in!
DISTRIBUTION MI1
(istri$ution is the delivery of the productIn0entor. to consume it! It includes channels of distri$ution, transportation, warehousing and inventory control!
PROMOTION MI1 Promotion is the persuasive communication a$out the product $y the offered to the prospect! It covers advertising, personal selling, sales
+#
Marketing Strategy
promotion, pu$licity, pu$lic relations, e?hi$itions and demonstration used in promotion! Jargely deals with non-price competition!
MAR@ET INFORMATION SYSTEM Information has $een defined as the cues or guidelines, which have the potential to influence managerial decisions! <anager is a decision maker! Information provides the means, $y which pro$lems are recogni4ed, define and eventually solved! If the information is $etter more complete, more relia$le and timely, it is easier for the manager to make a decision!
Jower management is interrelated in operational information>s, 1?G detailed reports generally are control oriented for taking operational decisions! <iddle management is interested in tactical information, e?G comprehensive reports $asically planning control oriented for taking tactical decisions! .op management wants strategic information, e?G over all reports fundamentally planning oriented for taking strategic decisions!
;ence, we need a good marketing information system continuously as an onBgoing process to facilitate sound marketing decisions on marketing plans, policies and programs!
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR +K
Marketing Strategy
CHAPTER-6 DATA ANA)YSIS AND INTERPRETATION
Mar etin! 'trate!ie' of ASIAN $aint' D An ana#.'i' A study has $een made on =marketing strategies for A'IA9 paints $y collecting data from the consumers! .he data has $een collected $y way of structured 2uestionnaire through interviewing the respondents! 6hile preparing 2uestionnaire care was taken to see the 2uestionnaire were $eing framed relevant to the o$Aective of the study! Ouestionnaires were designed to evaluate the marketing strategies for A'IA9 paints and analyse the consumer attitude and perception towards A'IA9 paints, inference were drawn to arrive act a final conclusion! .he analysis of data collection has $een provided in the following paragraphs!
A 2uestionnaire had $een asked to know the age group of the respondents! .he respondents for which have $een giving in the
+F
Marketing Strategy
Ta/#e: 6*4 THE AGE GROUP OF THE RESPONDENTS Age group 8 B 2 years 2 B ) years ) B " years A$ove " years Total No of respondents 8" 8F 8+ 5 percentage *2 *K * 1
ESo,r&e Pri%ar. DataF
"
Marketing Strategy
C"art-6*4 THE AGE GROUP OF THE RESPONDENTS
40 35
O,t of 7< re'$on(ent'32="o ,'e A'IA9 paints* 58$er&ent

30
38
re'$on(ent' are in t"e a!e !ro,$ of 6<-8< .r'? 56$er&ent re'$on(ent' 30

25 are in t"e a!e !ro,$ of 3<-6<.r'? 5<$er&ent in t"e a!e !ro,$ of 8< + 20 15 10
a/o0e an( <$er&ent in t"e a!e !ro,$ of 4< D 3<.r'*
.here fore maAority of respondents age group is $etween ) -" yrs!

0 10 20 Years 20 40 Years 40 60 Years Above 60 Years
Inferen&e:
Interpretation 3ut of the + respondent *2 percent of respondent were Age group of 2 B ) *K percent of the respondent were ) B " * percent were age group
of a$out " years there the mi?ed of respondent are age group of ) B " !
"8
Marketing Strategy
Ta/#e: 6*3 THE MARTIA) STATUS OF THE RESPONDENTS
<artial status
9o of respondents
Percent
<arried
*#
#)
&nmarried
8*
2"
.otal
"2
Marketing Strategy
C"art-6*3 THE MARTIA) STATUS OF THE RESPONDENTS:
Chart Title
Married Unmarried
26%
74%
!nterpretation 3ut of the total num$er of respondents *# persons were married and 8) persons were unmarried! .he percentage of married respondents was #)percent and un-married respondents were 2"percent respectively! .here fore maAority of the respondents were married!
"*
Marketing Strategy
Ta/#e 6*5 THE JUA)IFICATION OF THE RESPONDENTS Qualification Un(er !ra(,ate /raduate Postgraduate Ot"er' Total * 88 < 50 No of respondents F Percentage 8K " 22 < 100
ESo,r&e of Pri%ar. DataF
")
Marketing Strategy
C"art-6*5
THE JUA)IFICATION OF THE RESPONDENTS:
!nterpretation 3ut of the total num$er of respondents, " percent of respondents are graduates, 22 percent of respondents are postgraduates, 8K percent are under graduates and percent is others!
MaBorit. of re'$on(ent' =ere !ra(,ate'*
"+
Marketing Strategy
Ta/#e: 6*6 THE INCOME OF RESPONDENTS
Income
9o of respondents
percent
0elow rs!+
8)
Rs!+
-Rs!8+
2*
)"
Rs!8+
-Rs!2
88
22
A$ove 2 ,
8K
.otal
""
Marketing Strategy
C"art- 6*6 THE INCOME OF RESPONDENTS
50 45 40 35 30 25 20 15 10 5 0 Below rs.5000 R s.5000R s.15000 R s.15000R s.20000 Above 20,000
!nterpretation 3ut of the total no of respondents, 2* respondents are in the income group of $elow Rs!+ group of Rs!8+ 2 -2 -8+ , followed $y 88 respondents in the income
, F respondents in the income group of a$ove !
and # respondents in the income group of $elow Rs!+
.here fore maAority of the respondent are in the income group of Rs!+ -8+ !
+! A 2uestion had $een asked to know the occupation of the respondents! .he response for which is given is given in the ta$le +
"#
Marketing Strategy
Ta/#e: 6*7 THE OCCUPATION OF THE RESPONDENTS: 3ccupation (octor 1ngineer 0usiness Architect 5ontractor 3thers .otal + 9o of respondents " * 88 8# K + Percentages 82 " 22 *) 8" 8 8
"K
Marketing Strategy
C"art- 6*7 THE OCCUPATION OF THE RESPONDENTS:
10%
12%
16%
22%
34%
o!"or Ar!&i"e!"
# n$ineer 'on"ra!"or
B%siness ("&ers
Interpretation 3ut of total num$er of the respondents, *)percent of respondents are architect, 22percent are $usiness, 8"percent are contract, 82percent are doctors, 8 percent are others and "percent are engineers! .here fore maAority of the respondents were architects!
"F
Marketing Strategy
Ta/#e: 6*8 THE RESPONDENTS TO @NOW THE )I-ING IN OWN OR RENTED HOUSE
;ouse
9o of respondents
percent
3wn
*"
#2
Rented
8)
2K
.otal
Marketing Strategy
C"art-6*8 THE RESPONDENTS TO @NOW THE )I-ING IN OWN OR RENTED HOUSE
R en"ed 2) %
(wn 72%
(wn
R en"ed
!nterpretation 3ut of the total num$er of respondents #2percent of respondents are living in own house and 2Kpercent of the respondents are living in rented house! <aAorities of the respondents are living in own house!
#8
Marketing Strategy
Ta/#e : 6*9 THE PERIOD OF )I-ING IN THIS HOUSE
Period of li"ing 4 .ear 4-7 .ear' +-8 years 8 -8+ years A$ove 8+ years Total
No of respondents 8F 82 K " + 5
Percent *K 2) 8" 82 8 1
#2
Marketing Strategy
C"art- 6*9 THE PERIOD OF )I-ING IN THIS HOUSE
40 35 30 25
3)
24 16
20 15 10 5 0 1 *ear 1-5 *ears 5-10 *ears 10-15 *ears Above 15 *ears 12 10
!nterpretation 3ut of total no of respondents, *Kpercent of respondents are living in this house form 8 year, 2)percent of respondents are from 8-+ years, 8"percent are +-8 years, 82percent are 8 -8+ years and 8 percent are a$ove 8+ years! <aAority of the respondents are living in this house from 8 year!
#*
Marketing Strategy
Ta/#e: 6*: TAB)E SHOWING )AST TIME YOUR HOUSE HAS BEEN PAINTED
Period
No of respondents
percent
Past 2 years
8"
*2
Past + years
8)
2K
Past 8 years
8#
*)
Past 8+ years
"
Total
ESo,r&e Pri%ar. (ataF
#)
Marketing Strategy
C"art-6*: CHART SHOWING )AST TIME YOUR HOUSE HAS BEEN

34 2)
32 35 30 25 20 15 10 5 0 +as" 2 *ears +as" 5 *ears
+as" 10 *ears
+as" 15 *ears
PAINTED
!nterpretation 3ut of the total num$er of respondents, *)percent of the respondents painted their house past 8 years, *2percent are past 2 years, 2Kpercent are past + years and "percent are past 8+ years! <aAority of the respondents was painted their house past + years!
#+
Marketing Strategy
Ta/#e: 6* ; THE THEIR BRAND AWARENESS OF THE PAINTS
#rands A'IA9 Nero#a& ICI D,#,> Ber!ier Total
No of respondents 82 2K " ) 5
percent 2) +" 82 K 1
ESo,r&e Pri%ar. (ataF
#"
Marketing Strategy
C"art-6*; THE THEIR BRAND AWARENESS OF THE PAINTS 3ut of the total num$er of respondents, +"percent are know a$out A'IA9 paints, 2)percent are known a$out 9erolac, 82percent are known a$out I5I (elu?e and Kpercent are known a$out 0erger!
Ber$ier
-' - %l%.
12
Asian
56
,erola!
24
10
20
30
40
50
60
70
!nterpretation <aAorities of the respondents are aware of Asian $rand paints!
##
Marketing Strategy
Ta/#e: 6*4< .;1 &'I9/ 3- A'IA9 PAI9.'
$sing of AS!AN paints
No of respondents
percent
Les
*F
#K
No
88
22
Total
ESo,r&e of $ri%ar. (ataF
#K
Marketing Strategy
C"art-6*4< THE &'I9/ 3- A'IA9 PAI9.'
no yes
!nterpretation 3ut of the total num$er of respondents, #Kpercent or the respondents know a$out the A'IA9 paints and 22percent of the respondents were do not know the A'IA9 paints! .here fore, maAority of the respondents know the A'IA9 paints!
#F
Marketing Strategy
Ta/#e: 6*44 .;1 3PI9I39 A03&. .;1 PRI51' 3- A'IA9 PAI9.'
Price
No respondents
percent
)o=
8)
2K
Hi!"
8K
*"
Rea'ona/#e
8K
-er. "i!"
8K
Total
ESo,r&e $ri%ar. (ataF
Marketing Strategy
C"art- 6*44 .;1 3PI9I39 A03&. .;1 PRI51' 3- A'IA9 PAI9.'

120 100 )0 60 40 20 0
/o w 0i $& e Re as on ab l 2o "a l &i $&
,o res3onden"s
!nterpretation 3ut of the following num$er of respondents who use Asian paints, *"percent of respondent>s opinion is high, 2Kpercent of respondent>s opinion is low, 8Kpercent of respondent>s opinion is reasona$le and 8Kpercent of respondent>s opinion is high!
1e r*
K8
Marketing Strategy
Ta/#e: 6*43
.;1 JI-1 3- A'IA9 PAI9.'!
%ife
No respondents
percent
Jong life
3:
77
'hort life
46
3:
1nough life
<:
49
Total
K2
Marketing Strategy
C"art- 6*43 ';36I9/ .;1 JI-1 3- A'IA9 PAI9.'
2o"al
#no%$& li4e
,o res3onden"s
5&or" li4e
/on$ li4e
20
40
60
)0
100
120
!nterpretation 3ut of the total num$er of respondents who were using Asian paints, ++percent of respondent>s opinion a$out the life of paint is long, 2Kpercent is short, and 8#percent were enough life!
K*
Marketing Strategy
Ta/#e-6*45 .;1 R1A'39' -3R &'A/1 3- A'IA9 PAI9.' Reasons Ran!e of &o#or Ouality Pa& in! A$$earan&e Ser0i&e * Satisfactory ) 8 &ood 2 2 8 * 2 'ery good * 2 * ) * E(cellent 2 " # ) *
ESo,r&e of $ri%ar. (ataF
K)
Marketing Strategy
C"art-6*45 .;1 R1A'39' -3R &'A/1 3- A'IA9 PAI9.'
7 6 5 4 3 2 1 0 Ran$e o4 !olor 6%ali"* +a!7in$ A33earan!e 5ervi!e
5a"is4a!"or*
8ood
1er* $ood
#.!ellen"
!nterpretation 3ut of the total num$er of respondents *#percent respondents e?pect that range of colour is satisfactory, +)percent respondents e?pect that the 2uality is e?cellent, "*percent respondents e?pect that packing is e?cellent, *"percent respondents e?pect that appearance is very good and 2#percent respondents e?pect that service is $oth very good and e?cellent!
SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR K+
Marketing Strategy
Ta/#e : 6*46 .;1 911( -3R A(@1R.I'I9/
Need for ad"ertising
No) *f Respondents
percent
Ye'
)#
F)
No
"
Total
K"
Marketing Strategy
C"art- 6*46 .;1 911( -3R A(@1R.I'I9/
No 8K
Ye' ;6K
Ye'
No
!nterpretation+ 3ut of total num$er of respondents F)percent of respondents are e?pressed that advertising is necessary and "percent of respondents are e?pressed that advertising is not necessary!
K#
Marketing Strategy
Ta/#e:6*47 .he opinion a$out the media preferred $y the respondents
Media Nationa# ne=' $a$er Te#e0i'ion Neon 'i!n /oar( Wa## $aint' Total
No) *f Respondents # ) 28 8K 5
percent 8* K )* *" 1
KK
Marketing Strategy
C"art-6*47 .;1 3PI9I39 A03&. .;1 <1(IA PR1-1RR1( 0L .;1 R1'P39(19.'

50 45 40 35 30 25 20 15 10 5 0
3a 3e r bo ar d sio n 9 al l3 ai n 2e le vi "s
,o. (4 Res3onden"s %
,a "io na ln
!nterpretation+ 3ut of the total num$er of respondents, )* percent of the respondents preferred neon sign$oards, *)!K percent of respondents prefer wall paints, 8*! ) percent of respondents prefer national newspaper and K!# percent of the respondents prefer television!
,e on
si$ n
ew s
KF
Marketing Strategy
CHAPTER-7 SUMMARY OF FINDINGS ? CONC)USION AND SUGGESTIONS
7*4 SUMMARY OF FINDINGS:
8! <aAority of the respondent>s age group is $etween ) to " years! 2! <ost of the respondent>s were married! *! <aAority of the respondents were graduates! )! <aAority of the respondents were in the income group of Rs! + 8+ ! to
+! <aAority of the respondents are architect! "! <aAority of the respondents are living in own house! #! <aAority of the respondents living in the house from one year! K! It was found that <aAority of the respondents painted their house past 8 years! F! <aAority of the respondents are aware of Asian $rand paints! 8 !<aAority of the respondents were not using Asian paints! 88!<aAority of the respondents opinion a$out Asian paints price is high! 82!<aAority of the respondent>s opinion a$out the life of Asian paints is long!
Marketing Strategy
8*!<aAority of the respondents a$out range of color is satisfactory! 8)!<aAority of the respondent>s opinion a$out 2uality is e?cellent! 8+!<aAority of the respondent>s opinion a$out packing is e?cellent! 8"!<aAority of the respondents> opinion a$out appearance is very good! 8#!<aAority of the respondent>s opinion a$out service is very good and e?cellent! 8K!<aAority of the respondents needs advertisement! 8F!<aAority of the respondents prefer neon sign$oards are the $iggest media of advertisement!
F8
Marketing Strategy
7*3 Con&#,'ion 8! At present Asian paint is availa$le in convenient packing of + gms, 8 gms, 2 gms, + gms, 8ltr, )ltr, 8 ltr, and 2 ltr capacity! .he
pricing policy adopted $y the company is cost plus profit method! .hey are promoting the product through the hand$ills and neon sign$oards! 2! .he user of Asian paints was mostly in age group of ) to " years and was in the income group of Rs!+ were graduates! *! <any of the respondents used Asian paints! .hey e?pect range of paint should $e less when compare to other companies paints! It should $e easily availa$le in all the places! )! <aAorities of respondents were aware of Asian paints! +! It can conclude from this study, that the marketing strategy adopted $y the A'IA9 PAI9.' is good! 0ut price should $e high so it is not suita$le for low-income group people! <ore of advertisement and pu$licity should $e done through neon sign$oards and wallpapers! to 8+ ! <aAority of them
F2
Marketing Strategy
RECOMMENDATIONS + SUGGESTIONS 8! .he company should $e aware of the fast changing mind of the customers C influence them for the fast changing scenario of the market! 2! .hough the company>s HpaintI Ouality are satisfactory, it has to e?tend and improve its 2uality a lot, so as to maintain its customers! *! In order to meet the competitors, the company should provide good 2uality products with reduced price! A cut in its price is welcome! )! <aAority of people look for the feature of 0rightness of wall! 6hile selecting particular $rand we can say that good features must $e introduced in paints! +! 5ost of $rand acts as maAor factor influence while selecting any paint, so the company must try to concentrate on this factor!
F*
Marketing Strategy
BIBI)IOGRAPHY
Boo Referen&e 9ame of the Author G .itle of the 0ook Pu$lication G G P;IJIP E3.J1R <arketing <anagement ;imalaya Pu$lication 2 G G G G G G G G G G G G G "- # P!9! R1((L 5onsumer 0ehavior :!5! /A9(;I principals of <arketing ;imalaya Pu$lication 2 K- F
Lear of the pu$lication G 9ame of Author .itle of the 0ooks 9ame of the Author .itle of the 0ooks Pu$lication Lear of the Pu$lication 9ame of the Author .itle of the 0ooks Pu$lication Lear of the Pu$lication 9ame of the Author .itle of the 0ooks Pu$lication
3!R!Erishnaswamy Research methodology ;imalaya Pu$lication 2 F-8
5ooper Research methodology ;imalaya Pu$lication
F)
Marketing Strategy
Lear of the Pu$lication 9ews papers
F-8
G 1conomic times, .imes of India, 0usiness Jine,
:ournals
G 0usiness work
WEBSITES: Co%$an. /oo ' an( /ro&",re' Co%$an. =e/'ite: WWW* ASIAN PAINTS*COM
F+
Marketing Strategy
APPENDICES + ANNE1URES Dear Sir 2 %a(a% I am a student in $achelor of $usiness management course, undertaking a study of the marketing strategy of the A'IA9 PAI9.'! .his 2uestionnaire is a part of my proAect towards fulfilling the re2uirement of my study! I would $e o$liged, if you could provide me some of your valua$le time to answer the following 2uestion!
4* Na%e: 3* A((re'': 5* E(,&ationa# C,a#ifi&ation: Un(er !ra(,ate G Po't !ra(,ate 6* A!e !ro,$: 4< to 3< .ear' 6< to 8< 7* Marita# 'tat,': Marrie( G H Un%arrie( G H G G H H 3< to 6< G H H G H H Gra(,ate G ot"er' G H H
A/o0e 8< G
F"
Marketing Strategy
8* O&&,$ation: Do&tor G H B,'ine'' H G H H En!ineer G Ot"er' G H H
Contra&tor G
Ar&"ite&t G
9* Fa%i#. in&o%e $er %ont"* Be#o= 7<<< G H H 7<<< to 47<<< G A/o0e 3<<<< G H H
47<<< to 3<<<< G
:* Are #i0in! in o=n or rente( "o,'eL O=n G H Rente( G H
;* Ho= #on! are .o, #i0in! in t"i' "o,'eL 4 .ear G H H H H H
4 to 7 .ear G 7 to 4< .ear G 4< to 47 .ear G A/o0e 47 .ear G
4<*W"en (i( .o, #a't !et .o,r "o,'e $ainte(L One to t=o .ear' G Fi0e to ten G H H T=o to fi0e G H H
a/o0e ten .ear' G
44* W"i&" /ran( of $aint (o .o, $referL A'ian G H Nero#a& G H Ber!er G H H
ICI E(e#,>eF G
43* Yo, are ,'in! A'ian $aint'L

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR F#
Marketing Strategy
Ye' G H No G H
45* If not =". are .o, not $referre(L Pri&e G Co#or G 46* W"o in'$ire( .o, to 'e#e&t A'ian $aint'L Se#f G H H Fa%i#. G Dea#er' G H Frien(' G G H H H H J,a#it. G Ot"er' G H H
Painter' G
H Me(ia
47* W"at rea'on for ,'in! of A'ian $aint'L Sati'fa&tion E>&e##ent Ran!er of &o#or J,a#it. or (,ra/i#it. Pa& in! A$$earan&e G G G G H H H H G G G G H H H H G G G G H H H H G G G G H H H H Goo( -er. !oo(
48* Ho= (o .o, fee# =it" t"e $ri&e of A'ian $aint'L )o= G H Hi!" G H Rea'ona/#e G -er. "i!" G H H
49* W"at =o,#( .o, =i## #i e to 'a. a/o,t t"e #ife of t"e A'ian $aint'L )on! #ife G H S"ort #ife G H eno,!" #ife G H
FK
Marketing Strategy
4:* Do .o, no= t"e &o%$etiti0e /ran( of A'ian $aint'L Ye' G H No G H
4;* W"i&" /ran( (o .o, fee# neare't &o%$etitor'L Nero#a& G H ICI E(e#,>eF G H Ber!er G H S"a#i%ar G H
3<* Do .o, fee# t"at a(0erti'e%ent + $,/#i&it. i' ne&e''ar. for $aint'L Ye' G H No G H
34* If .e' $#ea'e '$e&if. t"e %e(iaMMMM** Nationa# Ne=' Pa$er G Wa## $a$er' G H Te#e0i'ion G H ot"er' G H Neon 'i!n G H H
33* Doe' t"e &,'to%er &"e& ' t"e NISII Mar /efore /,.in! a A'ian $aint'L Ye' G H No G H So%e ti%e' G H
35* Ho= =o,#( .o, rate t"e A'ian 'er0i&e to it' &,'to%er'L Goo( G H E>&e##ent G H
36* to in&rea'e t"e 'a#e' 0o#,%e? ="at .o, $referL De&rea'e in $ri&e G Attra&ti0e /ran( G H J,a#it. G H H
H an. ot"er' G
FF
Marketing Strategy
37* W"at i' .o,r a## o$inion a/o,t A'ian $aint'L -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Si!nat,re

Asian Paints Project - Suresh

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Asian Paints Project - Suresh

Uploaded by

Copyright:

Available Formats

Marketing Strategy

Asian Paints among the 2

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

century! Although economics, the

century! It has passed to many phases

century has $een the age of organi4ation

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

8! .he Penta plant will shortly receive its I'3 F

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

IMPORTANCE + OTHER RE)E-ANT ASPECTS: <ARE1.I9/ '.RA.1/LG -

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

2! Mar et S i%%in! $o#i&.

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

A(0erti'in!: It means informing the people of the availa$ility of a particular

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

3*7 RE-IEW OF )ITERATURE :

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

Asian Paints among the 2

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

8! .he Penta plant will shortly receive its I'3 F

/olden Peacock7 award $y the 6orld 1nvironment -oundation and the

results for the financial year 2

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

Presentation $y <r! Ashwin (ani, @ice 5hairman C <anaging (irector,

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

Analyst <eet - Results' 2

the financial year 2

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

;alf-Learly results for the financial year 2

Analyst <eet - Results' 2

Analyst <eet - I ;alf -L 2

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

HUMAN RESOURCE MANAGER

STAFF FOREMAN 1 FOREMAN 2

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

3n the recommendations of 0oo4, Allen and ;amilton, Asian Paints

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

Mar et t"e &ir&#e of e>&"an!e

-eed$ack information su$Aect dissatisfaction!

1?amples of these goods are furniture, Aewellery, domestic appliances, etc!

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

SRI GOKULA COLLEGE OF ART . SCIENCE & MANAGEMENT KOLAR

Involving ownership transfer

Involving physical distri$ution

20 15 10 5 0 1 ear 1-5 ears 5-10 ears 10-15 ears Above 15 *ears 12 10

32 35 30 25 20 15 10 5 0 +as" 2 ears +as" 5 ears