Professional Documents
Culture Documents
Agenda
Indian Paint Industry Overview High Impact operations in Paint Industry Supply Chain Asian Paints: About the Company Competitor Analysis Asian Paints v/s Nerolac Distribution Strategy Of Asian Paints
8,000.00
4,000.00
2,901.20
3,375.65
2,162.30
2,000.00 528.64 0.00
Kansai Nerolac
Akzo Nobel
Shalimar Paints
Impact
16 14 12 10 8 6 4 2 0 Raw material sourcing Inbound logistics Raw Material Inventory Productions Outbound logistics DC
Impact
Distrubutor
Wholsaler
Retailer
1967-82: Brand extension and consolidation - Innovations spurred, lot of investments in up gradation of technology.
1982-86: Years of excellence - added products to portfolio, brand building initiatives Spectrum of excellence.
1987-97: Moving closer to the customer Painting signifies festivity, joy and plentitude, Celebrate with AP, Lasting beauty, rural reach.
1997-99: Changing rules of the game Business restructuring, ERP, Helpline, Color world, CRM
Asian Paints
The largest Indian Paint company Leader in the Decorative segment, 2nd Largest player in the Industrial Segment Current presence in 17 countries across the world; in 5 regions namely South Asia, South East Asia, South Pacific, Middle East and the Caribbean regions Extensive computerized operations incorporation of SAP CRM, BI, Portal and integrated SCM systems APs success is a combined result of its Marketing and Corporate Strategies Prominently, its Distribution Excellence
Competitor Analysis
Heads Asian Paints Market leader in the Decorative segment Available in the rural and urban area High quality MIS Pricing policy oriented to all kinds of customers Only 15% share in the Industrial segment No foreign tie ups Acquiring Market share in the Industrial Paints sector Developing market in the Automobile Industry; which accounts for 50% of the Industrial segment Nerolac is advancing in the Decorative segment Nerolac Paints Leader in the Industrial Paints segment Tie up with Kansai Paints provides foreign technology Main supplier in the Indian Industrial and automobile market Low presence in the Decorative segment Low presence in the rural areas Improve stand in the Decorative market segment Capturing the entire Industrial segment
Strengths
Weaknesses
Opportunities
Threats
Concentrated on semi urban and Enlargement of the distribution function Large number of dealers and co. depots rural areas
Direct to Retail
Channel management Extensive physical distribution facilities Large number of retail dealers
High costs
Steps followed by Asian Paints for implementing the new Strategy Create a large network of Dealers Establish Company Depots to service those dealers Create a Marketing organisation to match the distribution
URBAN STRATEGY
Development of Retail Network Increase in number of SKUs offered Fully integrated & Computerized SC Highly operational Supply Chain
DC
RETAILER Retailer
DC 1
Kasna
WHOLESALERS
Retailer
Retailer
Plant 5
Retailer
Contract Manufacturer
DC 1
Chennai
Retailer
Asian Paints has successfully managed to achieve both forms of competitive advantage Differentiation through the product variety in the form of number of variants in shades and pack sizes Cost leadership through effective inventory control and distribution
Road ahead
Conduct primary survey for competitors of Asian paints Nerolac and AkzoNobel
In depth analysis on the inventory held at different stages of the supply chain
Details on the type of logistics used in different parts of the supply chain
Thank You