Asian paints

. It is India's largest and Asia's 3rd largest Paint Company . It has five
corporate brands operating across the globe, they are - Asian Paints, Berger
International, SCIB Paints, Apco Coatings andTaubmans .

Asian Paints becomes the 10th largest decorative paint company in the world

Organization

Asian Paints is headed by Mr. Ashwin Dani, Vice President and Managing Director

Activities: Asian Paints offers a wide spectrum of services in the following areas -

• Decorative – under this segment it offers Painting Guide, Painting Solution, Paint Calculator
and Paint Selector as value added decorative service.
• Industrial – Asian Paints offers 4 types of industrial coatings such as -
• Protective Coatings – protects steel and concrete structures from the corrosive action of harsh
climates, pollution, sea spray, acids, oils and solvents.
• Road Markings – are used as road markers for lane as indicator of lane separation and also as
safety markers. They include ordinary road marking paint, hot applied retro-reflective thermoplastic
material and retro-reflective water borne paints.
• Powder Coatings – is used to enhance the performance of Industrial paints.
• Floor Coatings – such paints protects the floor surface and prevents crack formation, insect
nest formation, water seepage etc.
• Automotive – It includes wide range of motor bikes and car paints.
Asian Paints
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Asian Paints
From Wikipedia, the free encyclopedia

Asian Paints

Type Public (BSE: 500820,NSE: ASIANPAINT)

Industry Paint

Founded 1942

Headquarters Mumbai, India

Key people P M Murty (MD & CEO)[1]

 Products Ancillaries

Automotive

Decorative paints

Industrial

Paint selector

Revenue 6,680.94 crore (US$1.45 billion)(2009-10)[2]

Profit 1,256.09 crore (US$272.57 million)(2009-10)

Employees 4,382 (2009-10)

Website www.asianpaints.com

Asian Paints ) is an Indian paint company headquartered in Mumbai, India.[3] It is one of

the largest paint corporation that operates in 17 countries and has 23 paint manufacturing
facilities in the world servicing consumers in over 65 countries.

COMPANY’S PROFILE;-
Asian Paints is India's largest paint company and ranks among the top
tendecorative coatings companies in the world today, with a turnover of
Rs.30.2billion (USD 680 million). It was formed as a partnership firm by four
friends in1942. The company has an enviable reputation in the corporate world
forprofessionalism, fast track growth, and building shareholder equity.
Driven by its strong consumer-focus and innovative spirit, the company has
beenthe market leader in paints since 1968. Today it is double the size of any
otherpaint company in India. Asian Paints operates in five regions across the
world viz.South Asia, South East Asia, South Pacific, Middle East and Caribbean
regionthrough the four corporate brands viz. Asian Paints, Berger International,
SCIBPaints and Apco Coatings. Asian Paints has 30 paint manufacturing
facilities in 22countries with a combined total manufacturing capacity of around
370 millionliters per annum. The company operates in 10 markets through Berger
InternationalLimited and in five markets in the South Pacific through Apco
Coatings.
 In Australia it also owns the Pacific Paints brand, in Fiji & Samoa Islands it also
operates through Taubmans, and in 6 countries through Asian Paints.
A talent pool of over 4700 employees employed across twenty-three
countriesbrings in a unique blend of mindsets and skills. The Group's principal
activities areto manufacture and market paints.

MARKETING AND SALES

Product: Asian Paints Colour World is the brand name for the one-stop colour
shop of Asian Paints, which are unique paint shops where shades are generated
with the help of a computer with software to choose and select 1,511 shade
combinations, designed to reach consumers in a direct `dil se' style.
Advertising Objective: Position Asian Paints Colour World as the ‘one stop paint
shop’ with all the colours one could want. The advertising should create enough
interest in potential consumers to ensure that they come to the Asian Paints
Colour
World outlet or at least call the Asian Paints helpline.
Target CustomersDemographic s
Region: India, urban population
Occupation: Service/working professional/self-employed
Gender: Male
Religion: Insignificant
Social class: Upper Middle and upwards
SEC: B and upwards
Family life cycle: Middle aged

“We don’t paint walls, we style them.”

Asian Paints Limited is a highly successful manufacturer of decorative

and industrial paints. As the largest paint company in India – and
the third largest in Asia – it has achieved enviable growth by building
a formidable presence in emerging markets
 Research Topic

This research report is being prepared on the topic “market analysis of

Parle-G biscuit in Sitapur market”.

The reason why I have selected this research topic is the cut-

throat competition between the Parle & Britannia. Both the companies

are having a wide range of the confectionaries and snacks & many

more. And both are strongly standing all over the world and even in

slum areas as well.

Thus, no other topic can be as interesting as it is…………!!!

Objectives

The main objective of this research project is –

• To check out the market growth of Parle company

especially in Sitapur.

• To know consumers preferences while selecting biscuit

brands whether Parle-G or Britannia.

Sub-objectives-

• Comparative study of Parle-G biscuits & Britannia biscuits.

 • To analyze the retailers’ perception.

• To know the reason of success of the most selling brand.

Research Methodology

1. Hypothesis-

According to my hypothesis, in order to analyze the Sitapur

market & consumer perception about the brand, if the

respondents provide correct responses, the data collected will be

more appropriate without any ambiguity.

My hypothesis is “consumers perceive the brand good which

affects them positively, strongly”. Everybody has his/her own

perception; what they feel good, they’ll buy that brand.

Consumers want the best products in the nominal prices with the

hope of quality assurance.

2. Sampling-

After the concept is hypothesized, the sampling has been

performed including the sample, sample size. I have taken the

consumers as the sample and sample size will be of 100

consumers.

3. Data collection-
 Once the sampling has been decided, data collection has been

commenced from the sample taken. Questionnaire has been

filled up by the users of the different brands.

4. Tabulation-

Data collected from the questionnaire becomes in the raw form.

Therefore, it needs to be kept systematically. For this purpose,

data has been kept in the table form; this process is called

‘Tabulation’.

Conclusion

The overall conclusion of the research study done at Sitapur on the

topic “market analysis of Parle-G biscuit in Sitapur market” is that

although the Parle-G is leading brand in the biscuit industry still

Britannia & other brands are following it in the leading pattern

consistently.

Apart from this threat, there are the largest number of users with

the Parle-G & Parle-G itself has a lot of opportunity in flavour

extension.
 The only weakness of Parle-G is that there is lesser no. of R&D

activities that’s why Parle is not able to produce the variety of biscuits

like Britannia.

However, consumers feel that Parle is the only brand which is

fulfilling their daily need in the lower price with the higher quality but

they will not adhere to it unless Parle will provide variety products

regularly. Thus, Parle needs to extend itself to retain its regular

customers. Still, Parle is the “WORLD OF HAPPINESS”.

History
The company has come a long way since its small beginnings in 1942. Four friends who were
willing to take on the world's biggest, most famous paint companies operating in India at that time
set it up as a partnership firm. It started in Kapadwanj in the Kheda district in the state of Gujarat
as a collection of small plants. Over the course of 25 years Asian Paints has became a corporate
force and India's leading paints company. Driven by its strong consumer-focus and innovative
spirit, the company has been the market leader in paints since 1968. Today it is double the size of
any other paint company in India. Asian Paints manufactures a wide range of paints for
Decorative and Industrial use.

Vertical integration has seen it diversify into products such as Phthalic Anhydride and
Pentaerythritol, which are used in the paint manufacturing process. Asian Paints along with PPG
Inc, USA, one of the largest automotive coatings manufacturer in the world has begun a 50:50
joint venture, Asian PPG Industries to service the increasing requirements of the Indian
automotive coatings market. Another wholly owned subsidiary, Asian Paints Industrial Coatings
Limited has been set up to cater to the powder coatings market which is one of the fastest
growing segments in the industrial coatings market. This wholly owned subsidiary of Asian Paints
has entered into a tie-up with Canada-based Protech Chemicalswhich is one of the top ten
powder coatings companies in the world for technological know-how in the area of powder
coatings
Asianpaints
The Asian Paints Advertising Strategy
As can be seen from the Creative Brief, the ad is strategic in nature, being a
part of the Asian Paints campaign promoting Asian Paints as the brand with the
largest range of colours and one that will satisfy the consumer and is able to
give him precisely what he wants. The advertising through the campaign is
single-minded and focussed in its proposition, communication and target
audience. The campaign included TVCs and other print advertisements as part
of the same communication.

At the time, Asian Paints had 13 brands with over 1,100 shades, targeting
different niches. They were beginning to realise that though some brands like
Apex emulsions, Royale interior emulsion, Apcolite and Touch Wood had high
recall; none except Tractor distemper were almost generic. Therefore, they
decided to promote the corporate image and the various brands under their
umbrella brand ‘Asian Paints’ through their communication, pushing the
generic Asian Paints brand instead of pumping in investment on individual
brands. This leveraged on the advantage that Asian Paints was the one
company in this low-involvement segment where people actually asked for the
paint by brand, breaking away from the earlier tradition where consumers were
not known to be very brand-conscious in this low-involvement segment and,
more often than not, relied on what the painter bought for them within the
budget allocated, being more specific about the colour than its source.

Critical Appreciation of the

Advertisement
Layout and style

o Excellent use of layout and colours, including camera techniques (focus and
aperture in the image) ensure that the viewer’s eye moves just as desired from
image to headline to the sub-headline and finally to the body copy.

o Good use of space to do justice to all the elements of the ad in order that it
not look cluttered or messy and promotes recall by reaching out in a way that
makes one smile.

Ad objective
o The advertisement successfully incorporates the objective of reaching out and
touching the consumer by the use of the insight of how persons in the phase of
searching for the right shade of interior paint are prone to bringing samples to
show their painter visually exactly what they can’t otherwise express verbally.

Headline

o The use of Hindu as a language in the headline and sub-headline, even though
the ad in question is published in the Reader’s Digest (March 2000 issue)
Indian edition, is judicious in that a large majority of the reader’s would not
only understand the language but perhaps even find it more endearing, even as
it goes with the corporate image of the ‘Indian-ness’ of the brand, right down to
Gattu, the mascot.

Media channel

o The use of the particular media channel of Reader’s Digest also reaches out to
the target consumers in terms of their potential as possible converts from low
involvement purchasers.
(Note – The English edition of the Reader’s Digest at the time had an audited
circulation of 405,073 the majority of whom belong to SEC C and above.)

o The ad itself shows the image of a man who the readers would find it easy to
identify with.
(Note – 57% of reader’s of the publication are between the ages of 35-54)

o The time of publication of the advertisement (March 2000) also coincides

with the purchase occasions of the product. Demand for paints is seasonal in
nature - low during monsoon, high during festivals. The growth in the
construction activity leads to first-time demand for the new structures coming
up. The re-painting, or replacement, demand arises usually during festivals,
when people paint their homes. The ad was published just before the Holi,
which incidentally, is also a festival of colours.