PROJECT REPORT

ON

SUBMITTED BY:-
SHYAM KUMAR
RAKESH ROSHAN
SUDHA SINGH
SUBHANKAR KUNDU
PRAVEEN PATSANI
JAISHIV

Dayananda Sagar Business School, Bangalore-78

COMPANY PROFILE
Asian paints is the largest paints company in India and one
among the top ten decorative paint companies in the world.
Asian Paints Limited was established in 1942 as a partnership
firm by four friends Champaklal H.Choksey, Chimanlal N.
Choksi, Suryakant C. Dani and Arvind R.Vakil to
manufacture paints in a garage in Mumbai (Bombay).

Peenya Branch Office

The company operates in 22 countries and has 29 paint

manufacturing plants in the world which service consumers in
over 65 countries. asain paints has three subsidiaries Berger,
International Limited, Apco Coatings and SCIB.

Products of asian paints

Asain paints have a wide range of products premium emulsion
brands like Royale Luxury Emulsion to economy, distemper
brands like Utsav Acrylic Distemper. For the exterior wall
brands, like Apex and Ace. In wood and metal paints segment
the company Apco Premium Gloss Enamel in the luxury
segment, Apcolite in the middle segment and Gattu Synthetic
Enamel in the economy segment.

The company is also a manufacturer of chemicals phthalic

anhydride and pentaerythritol, which are raw materials for the
paint industry.
Mission

 Become one of the top five Decorative coatings

companies world-wide by leveraging its expertise in the
higher growth emerging markets.

Vision

 To Remain as Innovative Global Leader.

 To uphold quality at every stage and maintain consistency
to win the Trust of our Valued Customers Worldwide.
 “Think Global, Synergies Regional and Act Local”.

Global Presence Of asian paints

Asian Paints is one of the most globally diversified companies
of India .The Company operates in 22 countries with 29
manufacturing facilities and services consumers in 65
countries across the world. The company operates in five
regions all over the world through its own operations and its
three subsidiary companies.

Asian Paints has targeted companies in emerging markets of

Africa, Southeast Asia and South Asia, Middle East and
Pacific region to capture the maximum market share and to
create new markets, the company manufactures a wide range
of paints, from acrylic emulsions to synthetic enamels and
from automotive paints to industrial paints.

The company started its global operations in 1977 when it

entered Fiji through a joint venture. Thereafter, Asian Paints
(South Pacific) Ltd. Was formed in 1979 in Fiji and this
company went on to become the largest paints company in
Fiji .This was soon followed with five more joint ventures one
each in Tonga, Nepal, Solomon Islands, Vanuatu and
Australia. The company’s joint ventures in Mauritius and
Oman commenced operations in 2000.

SWOT Analysis of Asian Paints Limited

 STRENGTH WEAKNESS
1. No one in decorative paints 1. Low share from the
and second in industrial paint industrial paint segment.
segment.
2.Wide range of products.
3. Wide distribution network .
4. Highest manufacturing
capacity.
5. Geographically well spread.

SWOT
ANALYSIS
OPPORTUNITY THREATS
1. High growth in both
1. Growing industry & low
decorative paint and industrial
capital intensive nature of
paint.
business will attract
2. Potential in overseas competition.
market.
2. Slow down in repaint activity
& construction.
3. Entry of international player
into the domestic market.

Organization structure of sales department of Asian Paints

Ltd.
 CEO

President Sales & Marketing

VP

GM (Sales) GM (Marketing)
4 Divisional Managers

1Senior Regional Manager

APHS ASMS 54-55 ASMS Stroke Executives

(Project sales) (Handle small unit)

Senior Sales Officer

Sales Officer

Hierarchical structure of the sales department

Regional Sales Management (RSM)

The Regional Sales Manager (RSM) will supervise all sales
functions in their respective regions . This includes providing
leadership to entire regional sales force as well as direct
supervision & development of Area Sales Managers, Field
Sales Managers, & direct report sales representatives. In
addition, the RSM will: 
• Create & implement strategies to meet or exceed sales &
profitability objectives for the region. 
• Manage division to budgeted resources 
• Actively participate in the recruiting & hiring process for new
Sales Representatives .
Area Sales Manager (ASM)
As Area Sales Manger, he must focus on creating and
developing new business. Administratively & functionally
responsible for sales operations. Achievement of Targets:
Monthly planning of primary targets & its achievement through
secondary sales. Weekly sales plan. Tapping of new upcoming
projects through extensive market survey. Market development
activities.
Area Sales Manager (Project Sales) : ASM(Project Sales)
mainly focus on large projects coming up. They mainly
concentrate on sectors like real estates and bag contracts for
large projects.

Asian Paints Home Solutions : They focus on individual

customers who come for solutions for painting their home. They
guide their customers by providing them expertise solutions.
Stroke Executives : These executives focus on small unit
sales of the products.