Painters:Bhavna Rathi Hardik Prajapati Ankit Prajapati

. . . KYUNKI HAR GHAR KUCH KEHTA HAI

Introduction Of Company
Asian Oil And Paints Company. Started in 1942 in garage by four entrepreneurs: Champaklal Choksey, Chimanlal Choksey, Suryakant Dani and Arvind Vakil. Asias 3rd and in world 10th largest company. Present in 22 countries with 27 manufacturing locations

Scenario Of Colour Industry in India

PAINT INDUSTRY BY VALUE

Journey of Asian Paint during 60th to 90s

Till 1990s people will just tell their budget for painting their house to their Contractors/Builder and few customers will also mention the color they need.

During that period Asian Paints analyzed the customer

market and found that people where not brand conscious but their concern was only the price of the paint.

 To meet this needs of the customer Asian paints reduced the cost of the raw materials by backward integration in order to reduce the cost of the paints Established an advertising strategy with created an emotional touch among the customers
All these strategies helped them in creating a Brand Image for their products among people and people started realizing the need for brand conscious in this industry.

Restructuring Of the Brand

In order to achieve its goal, it focused on three main areas Building the Asian Paints brand in terms of a new product portfolio. Changing its logo and packaging. The new AP was expected to be even more customer-friendly and service-oriented.

Product Portfolio.
Interior Paint
Royal Royal Play Premium Emulsion Tractor Emulsion Utsav Synthetic Distemper

Metal Finishes
Premium Semi-Gloss Enamel Premium Satin Enamel Premium Gloss Enamel Utsav Enamel

Exterior Paint
Apex Ultima Apex Exterior Emulsion Apex Dura cast Ace Emulsion

Wood Finishes
Interior Wood Finishes Exterior Italian

Gattu the Conman man Mascot

In 1954, Asian Paints asked the famous cartoonist R.K. Laxman to create a mascot for the company, and from his pen was born Gattu, which emerged as one of India's most memorable mascots. Brand focused mainly on mass and rural market.

Some Pictures of Gattu

Need For Change the Gattu

In July 2002, India's leading paints company Asian Paints Limited (AP) announced it was dropping its famous mascot - 'Gattu'- from its logo. Asks the 1996-batch, IIM Lucknow graduate, AP's advertising manager Rajiv Kumar Garodia:

"Is the common man important? Frankly, I think we don't need a mascot anymore In the world of marketing, the common man is dead.

New Logo of Asian Paints

On September 27, Asian Paints Change its logo. It represents a more meaningful & personalize engagement with the consumer in the home, retail and commercial segment across the India. It highlights the easy floe, smoothness & possibility that our solution &offering will provide.

Campaign held by Asian Paints

Jagjit Singh- Na jaane kya baat hai in deewaaro mein mujhe mere ghar mein hi nahi mere suroon mein bhi naye rang nazaar aane lage hai 1990 Kushi Ke Rang 2001 A colour can change your world 2002 Har Ghar ku6 kheta he 2003 New Family - Hand Print in Wall 2004 Har rang kuch kheta he 2006 Colour week 2008 Samplers - Choosing Colours Made Easy!

Kushi Ke Rang
Research confirmed that customers tend to repaint their houses on the occasion of festivities. The target audience was family who want to paint there home in various occasion and specially in Diwali. The message was BARSO HER KHSI ME RANG LAYE ASIAN PAINT SE

Har Ghar kuch kheta he..

The earlier campaign talk about the joy of doing up your house and on how you feel about your home. The consumer buying behaviour has changed. The category was becoming less seasonal. People started associating more importance to home decor and interiors. The choice of colour became a high involvement decision. But this campaign talk about how other feel when they enter your home.

Har Rang Kuch Kheta he..

The brand is so serious about the colour that it has tied up with IIT to explore new colours and conduct research on colours. The campaign was all about which bring alive the role of colour in home decor. The main aim behind this campaign was that how colour fire the imagination. The main theme of this campaign was LAL RANG HE PYAR HE PILA HE RANG PYAR KA

Samplers - Choosing Colours Made Easy!

For Painting a home wide number of confusion for family member for making imagination. At that time company realise why to compromise with reality. Launch the small size pack for various colour and come out with RANG SOCHE NHI DEKHE JATE HE

New Family - Hand Print in Wall 2006- Color week 2009- Samplers Choosing Colours Made Easy 2010- Paint Calculator 2010- Painting Guide 2010- Surprise Your Spouse

Apex Ultima
Baarish Cherrapunji , Rohtang Pass Yaadein Dhundhli Pad Jaayegi Par Deewaare Nahi Sunil Babu- Time Proof Beauty (2002) Chhote Nawab - Bangla to abhi bhi chamak riya hai Tau (2006)

Tractor Emulsion
2006- Ye sirf Dikhta Mehenga Hai 2008- Budget Distemper ka Shaan Plastic Paint Ki

Royal
1992- Truly Royale Nawab Pataudi 2005- Somethings In Life Deserve A Perfect Wall 2010- Karthik Calling Karthik

MARKETING, SALES & DISTRIBUTION

Rural Marketing Initiatives since 1960. Distribution is one of the main strategy of Asian Paints. Advertising & Promotional Expenditure started in 1980s. Advertising Methods-Radio, TVCs, Print, Internet, Out of home(OOH), Retail Outlets, Seminars, Workshops. Promotional Expenditure grew from 15% in 2003 to 21% in 2008.

CUSTOMER-FRIENDLY & SERVICE ORIENTED

Consumer Help Line Asian Paints Helpline launched in 16 cities. Receives an enthusiastic response. The information powerhouse to the consumer. A step to bring the consumer closer to the Company. 90 % of the calls are converted to sales. Adds further value to the Corporate Brand.

CUSTOMER-FRIENDLY & SERVICE ORIENTED

Home Solutions Asian Paints Home Solutions first launched in Hyderabad. Painting your home for you. Asian Paints new website provides greater interactivity with the user. Online officer to answer all queries.

Asian Paints Colour ki Lari

Paint companies and Diwali have a long standing association with most Indian homes going for a complete re-painting project on Diwali. Fans have to add their friends into a colourful lari by tagging them on Facebook. The grand prize of a home makeover will be awarded to the fan who has added the most number of friends to the Colour ki lari.