2. COMPANY PROFILE
Company Name:
Asian Paints.
Type:
Public Ltd.
Industry:
Paint.
Founded:
1942
Head Quarter:
Mumbai, India.
Key people:
Mr. P.M.Murti CEO & MD.
Workforce:
4700
Website:
www.asianpaints.com
3. Company History
Champaklal H. Choksi, Chimanlal N. Choksi, Suryakant
C. Dani and Arvind R. Vakil get together to manufacture
paint in a garage on Foras Road, Bombay. They name their
company 'The Asian Oil & Paint Company.
4. Asian paints today
Asian Paints becomes the 10th largest decorative paint
company in the world
Asian Paints is more than twice the size of its nearest
competitor.
It is one of the most admired companies in India
Present in 22 countries with 27 manufacturing locations.
Asian Paints aims to become the 5th largest decorative
paint company in the world.
7. Indian Manufacturing Plants
Asian Plants
Bhandup (Maharashtra) in India
Asian Plants
Sriperumbudur in India
Asian Plants
Kasna (Uttar Pradesh) in India
Asian Plants
(Rohtak, Haryana)
9. Marketing Strategy
• Company is using different techniques such as advertising
Campaign, sales promotion, personal selling, direct marketing
and public relation to increase sales
•A total amount of 85 crore is spent on the ad campaign by asian
paint. Their
particular ad campaign „Mera Walla Blue” “har ghar
kuch kehta hai” are being liked by the customer.
•
Online marketing for urban customer: Asian paint online
marketing system is helping. The company in lot of ways,
providing all the necessary information to the customer. It is an
unique way of promotion.
12. Market Share in India
ICI
11%
Berger
17%
Nerolac
17%
Asian
Paints
55%
13. SWOT analysis
STRENGTH:
Market leaders with 55% market shares.
Strong in inventory control.
The pricing strategy is oriented to middle and lower
end consumers.
Widest
product range in terms of products, shades,
pack sizes.
Comprehensive nation wide coverage of the market.
Brand
name with 68 year experience.
14. WEAKNESS:
Seasonal demand and hence in off seasons it can lead
cash flow problems.
Innovation in developing new product is inadequate.
Weakness on the technology front in industrial paints.
In industrial paints, AP has only a 15% market share.
to
15. Contd..
OPPORTUNITIES:
Acquiring/ increasing market share in Industrial paint
sector.
Competitors have gone in for hi-technology compare to
AP.
The automobile industry accounted for 50% of the
industrial markets.
THREATS:
Domination of few foreign companies.
Competition is catching up fast, hi-tech facilities
gives abundant choices.
16. Competitors in India
Akzo
Nobel India ltd
Bombay
Hard
Paints ltd
Castle & waud manufacturing company ltd.
Jenson
& Nicolson India ltd.
Nerolac
Sarika
paint ltd.
paint ltd.
17. GLOBAL COMPETATOR
1 AkzoNobel nv
2 PPG Industries Inc.
(Netherlands)
(Pittsburgh)
3 DuPont Coatings & Color Technologies Group
(Wilmington )
4 ICI Paints
(Berkshire, UK )
5 BASF Coatings
(Germany)
6 Nippon Paint Co.
(Japan)
7 Sherwin-Williams Co.
( Cleveland)
18.
Environment and Safety
Total Water Management
water conservation
Tsunami relief: Helping community in need of time
providing infrastructure support to this school
Corporate social responsibility
19. Future plan
Asian Paints is planning an international network of
technology centers spread across Australia, Jamaica,
Egypt, Dubai, Mauritius, Fiji and Singapore.
The paint project will use the latest techniques in
production, packing, conveying and storage in an ecofriendly manner, with zero discharge of effluents.
Company aims to come under top-5
paints companies list in the world
in next 2 year.
