Asian Paints
Asian Paints
Index.
Executive Summary. 3
Introduction.
4
The Company. 5
Sales and Profit trend. 5-7
Rising raw material prices. 8
Asian paints location and number of employees. 8
Market Share. 9
SWOT Analysis. 9-12
The Market Environment. 12
Business Environment. 12
What business are they in? 13
PEST Analysis. 13
The Competition. 14
Nature of competition. 14-15
Market Share. 16-17
The Companies Marketing Strategy. 18
Segmentation. 18
Positioning. 19
Differentiation. 19-21
Focus. 21,22
The Marketing Mix. 22
Product. 22
Price. 22
Place. 23
Promotion. 23
Evaluation of the Companies Strategy and Tactics. 24
Evaluation of the Companies Current Position. 24
Evidence of the Companies Success. 25
Prospects for future Growth/Success. 25-26
Conclusions. 26
Appendix. 26-31
References. 32
1. Executive Report.
APIL, Indias largest Paints Company, is the market leader in decorative paints. It has remained focused
on core business and has consistently improved operating efficiencies.
Paints sector can be segmented application wise, as decorative paints and industrial paints. While low Capital costs and high working Capital intensive characterize both, the latter requires special technology. Capacities are normally set up close to markets, so as to be able to offer a multitude of shades and colors to customers. Brand building and dealer network act as effective entry barriers. Demand is seasonal in nature – low during monsoon, high during festivals.
Domestic paints sector, dominated by decorative paints (70%), is expected to undergo a structural shift towards industrial paints, as cross-border tie-ups in industrial paints are becoming order of the day. Most organized sector players are established with well-entrenched distribution