PRESENTED BYChaithra.

G 1PI11MBA39

Paint industry
The paints industry is broadly classified into two The decorative paints The industrial paints The paint industry volume in India has been growing at 15% per annum for quite some years Unorganised sector 35% Top organised sector players include Asian Paints, Kansai Nerolac, Berger Paints and ICI Supply exceeds demand in both the decorative as well as the industrial paints segments The paints sector is raw material intensive, with over 300 raw materials There is a apex body governing the industry called the INDIAN PAINT ASSOCIATION

Indias largest & Asias 3rd largest paint company Head Quarters Mumbai Turn over Rs. 77.06 billion Operates in 17 countries It is among top 10 paint companies in the world

BRANDS Ace & Apex Apcolite Apex Apex Ultima Asian Paints Colour Next Premium Gloss Enamel Royale Royale Play Touchwood Tractor Emulsion Utsav

MAJOR PRODUCTS OFFERED Decorative paints Industrial coatings Automotive coatings

JOINT VENTURE WITH PPG INDUSTRIES

PROTECH CHEMICALS AND ASIAN PAINTS

Competitors of Asian paints

Kansai Nerolac (Net sales Rs.2266.2 Crores)
Berger (Net sales Rs.2096.2 Crores) Shalimar (Net sales Rs.404.4 Crores)

STRATEGIES USED
Distribution strength and logistical efficiency
Wide range of products in terms of color shades Providing full-fledged assistance in making the right choice of the paint

GENERIC STRATEGY
Differentiation Strategy
Offer high quality products Product variations, wide selection, features More value for money- Value Added Services Pursue quality with zeal Innovate value for customers

Asian paints- MERGERS AND ACQUISITIONS

Asian paints ltd acquired 50.1% stake in Berger's international ltd,a holding company incorporated in Singapore
As a part of its strategy to transform itself to a global player,asian paints acquired Taubmans,promoted by axo noble for 1.42 million dollars in 2003 Asian PPG bought ICI India unit for 520 million rupees in 2007 expanding its presence in India

International operations
Asian Paints operates in 17 countries across the world. It has manufacturing facilities in each of these countries and is the largest paint company in eleven of these markets. Asian Paints operates in five regions across the world . The countries that Asian Paints has presence are as follows: 1.Asian Paints in South Asia (India, Bangladesh, Nepal and Sri Lanka). 2.SCIB Paints in Egypt. 3.Berger in South East Asia (Singapore), Middle East (UAE, Bahrain and Oman), Caribbean (Jamaica, Barbados, Trinidad & Tobago). 4.Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and Vanuatu). 5.Taubmans in South Pacific (Fiji and Samoa).

Joint venture of Asian paints

APL along with PPG Inc,USA one of the largest automotive coatings manufactures in the world has a 50:50 joint venture, Asian PPG Industries to service increasing requirements of the Indian automotive coatings market. PPG will take lead in APPG in order to utilize their respective strengths to best capture the growth in infrastructure development and globally driven markets in India. APPG currently services the Indian transportation coatings market and this change will expand its scope to additionally service the industrial liquid, marine and consumer markets. The second joint venture will service the protective, industrial power, industrial containers and light industrial coating markets.

MARKETING STRATEGIES
Aggressive advertising

Promoting through brand ambassadors

Covering rural market through basic distempers Capturing target market through emotions Online marketing.