INTRODUCTION

• Asian Paints was founded in the year 1942 and currently is Asia’s fourth largest and India’s largest paint company.
It has reported a turnover of 193.5 billion. The company is operational in 19 countries across the world. It serves
customers in more than 65 countries. Asian Paints is involved in manufacturing and distribution of paints, home
décor related products, wall coverings, waterproofing solutions, adhesives, painting tools and implements. The
company’s vision is to become one of the top five decorative coating companies world-wide and build long term
value in industrial coatings business. Its competitors include Berger Paints India Ltd., Kansai Nerolac Paints Ltd.,
Akzo Nobel India, Bombay Paints Ltd. Asian Paints also provides colour consultancy at home, online and home
painting services.
• The Asian Paints website is interactive and helps customers learn about various painting techniques and provides
an interface that provides paint budget calculator and paint selector. Asian Paints’ colour catalogue include 1800
plus shades, textures and themes. Mr. K.B.S. Anand is the CEO and MD of Asian Paints.
ASIAN PAINTS MARKETING MIX
(4P) STRATEGY
 PRODUCT MIX

The product strategy and mix in Asian Paints marketing strategy can be explained as follows:
• Asian Paints’ products include brands like Asian Paints Royale targeted at premium segment,
apcolite, tractor emulsion, tractor distemper targeted at economy segment. Asian Paints’
Undercoats include Decoprime Advanced Cement Primer, TruCare Interior Wall Primer, TruCare
Interior Wall Primer and Royale Wall Base coat. Other products include trucare 2x primer putty
mix, trucare super putty and acrylic wall putty. Asian Paints also provides protective coatings
like epoxy coatings, heat resistant paints, powder coatings for industries manufacturing
refrigerators. The products in the marketing mix of Asian Paints provides complete painting
solutions ranging from paint products to accessories and tools for painting. Its premium product
Royale Play is known to provide special effects and textures for the perfect look.
 PRODUCTs

• Interior Paints: Royale Aspira, Royale Play Safari, Royale Play Metallics, Apcolite Premium
Emulsion, Tractor Aqualock, Tractor Acrylic Distemper, Royale Luxury Emulsion, Royale Shyne,
Royale Atmos, Tractor Emulsion Shyne, Tractor Emulsion, Royale Health Shield
• Metal Finishes (Enamels): Apcolite Satin Enamel, Apcolite Gloss Enamel, Apcolite Rust Shield,
Tractor Enamel, Royale Luxury Enamel
• Wood Finishes Range: Woodtech PU Palette, Woodtech Aquadur PU, Emporio PU, Woodtech
Insignia, Woodtech Polyester
• Exterior Paints: Apex Ultima Protek (Base Coat & Top Coat), Apex Ultima Protek Duralife (Base
Coat & Top Coat), Ace Exterior Emulsion, Apex Exterior Emulsion, Apex Ultima
 Some More Products

• Range of Tools
• Adhesives
• Nilaya Range of Wall coverings
• Smart Care Range of Waterproofing Products
• Bath Fittings
• Kitchen and Wardrobes
• SERVICES
• Colour consultancy
• Home painting services
• Large projects Experience
• retail stores
• Décor solutions
 PRICE MIX
• Below is the pricing strategy in Asian Paints marketing strategy:
• Asian Paints products are priced higher than its competitors due to the quality and standards maintained by the
company.
• The Royal product range is priced premium targeted to high income groups. For medium and economy segment, Asian
Paints follows value based pricing strategy.
• The price also varies as per the exclusive features in the product type. The pricing decisions are also affected by the
raw material used for making that paints hence increase or decrease in the price is also observed.
• During bulk purchase the company offers discount to its customers and it provides incentives and volume discount to
its distributors for high. Hence the overall pricing strategy in the marketing mix of Asian Paints is based on product
quality, competition and the solutions required by the customers.
• The painting consultancy services are higher as compared to other paint service providers. Asian Paints’ primary
target consumers are construction company and contractors hence it provides volume discounts for exclusive
purchase of Asian Paints products.
• One of the major factors contributing to the success of Asian paints is the adoption of ‘Mass
Customization Strategy’.
• ‘Mass customization’ is the ability of an organisation to offer individually tailored products or
services on a large scale. It means that the consumer can get only and exactly what he wants, at
a price he is willing to pay.
• Breakthrough in IT sectors in 1990’s enabled the company to introduce ‘Mass customisation’
policy
• APL introduced SCM and ERP in effectively synchronising the elements of mass customisation.
• The flexibility in the production process helped the customer to choose his own colour/shade
of paint unlike the earlier mass produced shelf products.
• APL is utiltising mass customisation as an effective competitive strategy so far.
 PLACE MIX
• Following is the distribution strategy of Asian Paints:
• Asian Paints is operational in 19 countries and have 25+ paint manufacturing facilities across the world. There are
manufacturing and production facilities operational in every country in each of the 19 countries it has expanded
its reach. It has also set up a Research and Technology division where over 200 qualified scientists are working on
the paint development. Asian Paints international team is spread across in countries like Bangladesh, Barbados,
Bahrain, Egypt, Emirates, Ethopia, Jamaica, Fiji, Sri Lanka, Nepal and Oman. Apart from its operations and
manufacturing centers.
• The place in the marketing mix of Asian Paints focuses on distribution through retailers. The success of Asian
paints is also attributed to its wide distribution reach across India.
• It has set up Signature Stores in Mumbai, Kolkata and New Delhi where consumers can get expert assistance on
painting ideas, know what’s trending, and visualise dream home using latest visualisation technology. It has
partnered with several distributors across India to sell Asian Paint products.
• The company follows a three-pronged growth strategy – market expansion, acquisition and outsourcing.
• By taking the above steps, the industry leader in the decorative paints segment (market share: 35-37 per cent), and
number two in the industrial segment (20 per cent share), plans to emerge frontrunners in the paint sector.
• APL has segmented the market into three categories: Urban, Semi Urban and Rural.
• APL has devised different strategies based on the categories in which whole market has been divided. For eg: 1.
There is less focus on Urban areas. There is lot of outsourcing to intermediaries to bring customers.
• 2. Semi urban areas are more focused on as they are the one with largest market share. Home Decore products,
interior design product etc. are very popular among them. Recent plan is of to open 2000 new outlets in semi urban
areas.
• 3. For penetrating rural areas they formed a strategy of connecting near by rural areas of a town to the town and
influence people of rural areas. It first start with the cheap products and try to uplift the standard of living and then
introduce some standard products to make up the market.
 PROMOTION MIX
• The promotional and advertising strategy in the Asian Paints marketing strategy is as follows:
• Asian paints has always focused on marketing.
• In the early 1950’s the company used the tagline "Don't lose your temper, use Tractor Distemper" to promote their brand Tractor Distemper.
• To target the middle class segment, the company created a mascot “Gattu” which was created by famous cartoonist R.K. Lakshman. The
mascot helped Asian Paints to increase its reach among middle class segment as it appeared in print and electronic media advertisements.
• With time, the promotional strategy in the marketing mix of Asian Paints became more extensive and focused on brand awareness. Asian
Paints associated with the advertising agency Ogilvy & Mather which came up with the tagline “Har Ghar Kuch Kehta Hain” that instantly
connects with people. In the year 2000, the company replaced the mascot “Gattu” with company logo.
• Asian Paints has roped in popular Bollywood actor Ranbir Kapoor, actress Deepika Padukone and Cricketer Rahul Dravid as their brand
ambassadors.
• To promote their product Apex Ultima Protek it has used hashtags “#Barishkoaanedo” that wishes to convey that the walls painted using
Apex Ultima Protek will sustain heavy rains.
• It carried out several contests on social media like #DonateAWall to attract customers. Its website is interactive and provides users to
upload a picture of their walls and virtually observe different shades of paints on the wall.
• Asian paints utilizes public relations as a mode of communication. There are two types of public
relations
• 1. Marketing public relation
a) Dealers
b) Painters
c) New Product Launch
• 2. Corporate Public Relation
a) Investors
b) Mesia
c) CSR
• One of the most common way used by Asian Paints is sales promotion.