Professional Documents
Culture Documents
Segments
Paints
Chemicals
Decorative Paints
Penraerythritol
EXTERIOR PAINTS.
WOOD FURNISHES.
Paint Industry
Paint industry estimated at Rs. 135bn. Unorganized sector accounts to 35% of paint market. Volume growth estimated at 15%.
1940s1950s
1973 1987
contd..
1997 1998 50:50 joint venture with Pittsburg Pint & Glass Industries Ltd.(PPG) Restructured itself to improve efficiency, sharpen business focus, control costs, strengthen lead position Three SBUs of AP: a. Decorative India b. Decorative International c. Industrial & Chemical Late 1990s 2000 Nov 2001 2002 2002 Positioned as brand with largest range of colors 127 shades of green, 206 shades of blue, 118 shades of yellow and many other colors APs 1st Indian Acquisition powder coatings business of Hawkoplast Chemicals Ltd Golden Peacock Award for Patancheru plant Demarket Gattu and highlighting AP brand adopted new logo,
Vision
To become one of the top 5 Decorative Coatings companies worldwide by leveraging its expertise in the higher growth emerging markets
MISSION
TO BE THE LARGEST DECORATIVE PAINT CO. WORLDWIDE AND TO BE THE 5TH LARGEST PAINT MANUFACTURING CO. WORLDWIDE.
Competitors
Paint Manufacturing Companies
Market Share in India
Berger Paints
ICI Jenson & Nicholson Shalimar
Others
Advertisements
Promotional Expenditure grew from 15% in 2003 to 21% in 2008.
1998: AP launched One stop Color shops concept COLOR WORLD Offered various services to customers
4000 such shops were opened Involved an expense of Rs 30 Cr (upgrading cost)
Human Resources
Majority of employees are hired from premium management institutes.
Human Resources
Human Resources
Performance Appraisal:
360 Degree Appraisal. Development Centre.
Other Initiatives:
Taking care of the Employees.
SWOT Analysis
Strengths Market leader with 39%market share. Widest product range in terms of products, shapes, pack sizes. It catered to all the segments of customers. Weakness Seasonal demand of the product Declining industrial paint segment market share
Opportunities Overseas market Automobile industry Threat Demand for decorative paints was highly price sensitive Unorganized/local players
Recommendations
RECOMMENDATIONS
Increase market share in the industrial paint segment Advertisement should be done for wood finish and metallic paints also Explore and grab the potential in overseas market Advertisement of waterproof paints 2 months before monsoon season Advertisement can be done during non-festive season
Eco friendly paints should be promoted as growing concern for the environment is prevalent Collaboration with leading construction companies They can also come up with a jingle, as it has high retention power