Asian Paints is India’s largest paint company and the third largest paint company in Asia today, with a turnover of Rs 30.2 billion (around USD 680 million). The company has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 22 countries and has 30 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints.
The Company’s paint business in India consists of Decorative, Industrial & Automotive coatings. During the fiscal year ended March 31, 2006, paints accounted for 79.1% of the Company’s sales. Decorative paints include wall finishes for interior and exterior use, enamels, wood finishes and ancillary products, such as primers and putties. Industrial Coatings comprise high performance coatings, powder coatings and auto refinish coatings. The automotive coating segments are catered to by the joint venture Asian PPG Industries Ltd. The Company also has chemicals businesses consisting of phthalic anhydride and pentaerythritol manufactured at Ankleshwar, Gujarat and Cuddalore, Tamil Nadu, respectively.
The Indian paint market is highly saturated with many paint companies with varieties of product. Kansai Nerolac paints Ltd. Berger paints India Ltd. ICI India Ltd. Shalimar Paint Ltd, Snowcem India Ltd are the main competitors of Asian Paints. Among them Nerolac Paints have a very good market share in the Industrial Paint segment.
Asian Paints adopted some marketing objectives & strategies. Asian paint is ready to achieve its corporate objective by taking care of the Customers, Employees, Brand image, Dealer Vendor relationship & technology.Company’s three divisions are not equally performing well.So it has different objective & planning to gain the top most position in the Indian paint market. Asian Paints has different marketing strategy for the urban as well as the rural market in India.
The company always maintaining some alternate strategy & keeping in track with the strategy maintaining by its competitor. In decorative sector company is strong enough, but it need to take care of the Industrial sector so as to increase the overall sales.
Considering the pricing strategy of Asian paints, company has several priced products. It starts from very low end to the premium level. Asian paints Colour World concept helped the consumer to choose the colour combination & other appropriates according to their wish from a very wide range of product. Company’s famous logo GATTU helped it overcome while entering into the rural market, as visualization has its own effect. Other than this Asian Paints is using its website as a very good medium to reach the high/upper middle class consumers. With these tools company is expecting to generate much more revenue than the earlier years.
Asian paints wonderful promotional strategy helped the company to extend its business in several other countries with success. A very attractive distribution policies & proper distribution channel with more than 15000 dealers helped Asian paints to spread its business in more than 3500 big & small cities in India.
The company used to maintain a very strong market research cell, which helps them to take care of the consumers need & intensify their R&D accordingly. Asian Paints approaches the environment issue from the perspective of waste minimization and conservation of resources. Thus, the continued attempt is to reuse, recycle and eliminate waste, which results in less and less waste being generated.
Asian Paints, took a huge stride towards promoting the cause of total water management by giving Mumbai (and neighboring districts like Thane) its first Total Water Management (TWM) Centre, which is located in the premises of Asian Paints manufacturing facility at Bhandup.
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