A

PROJECT REPORT
ON
“MARKET SURVEY
&
PRODUCT PROMOTION”
IN
“asian paints”
Paper XVIII and XX – Project presentation and viva
voce of BBA(H) part-3 2010

Submitted By-
PIYUSHI SANGHAI
ROLL NO.-:031-173-0006

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

 FLOW OF PRESENTATION

COMPANY PROFILE

RESEARCH AND STUDY

KEY FINDINGS

SWOT ANALYSIS

COMPETITORS

asian paints
COMPANY

PROFILE
 HISTORY

 STARTED IN 1942 BY FOUR ENTREPRENEURS:

Champaklal choksey,
Chimanlal choksey,
Suryakant Dani and
Arvind Vakil as
“ASIAN OIL & PAINTS COMPANY.”

 WITHIN THREE YEARS, THEIR TURNOVER REACHED

3.5 LACS.
 IN 1967, ASIAN PAINTS BECAME the 10th LARGEST
PAINT COMPANY IN THE WORLD.
asian paints
 PRODUCTS

ANCILLARIES DECORATIVE AUTOMOTIVE INDUSTRIAL

• PRIMERS • EXTERIOR •2K NEXA AUTO •PROTECTIVE

WALLS COLOUR COATINGS
• STAINERS
• INTERIOR • DELTRON
• FILLERS • FLOOR
WALLS COATINGS
• DELFLEET
• WOOD
• ROAD
SURFACES MARKINGS
• METAL
• POWDER
SURFACES COATINGS
• PTHALICS

asian paints
 DECORATIVE PAINTS

•INTERIOR PAINTS.
DISTEMPER-TRACTOR
EMULSIONS-ROYAL
ENAMEL-ROYAL PLAY

•EXTERIOR PAINTS.
ACE,APEX,APEX ULTIMA,ETC

•WOOD FURNISHES.
APCOLITE WOOD VARNISH,TOUCHWOOD

•METAL FURNISHES.
APCOLITE SYNTHETIC ENAMEL

asian paints
ASIAN PAINTS- TODAY

asian paints
 SERVICES OFFERED

ASK APARNA PAINT GUIDE

CALCULATOR HOME SOLUTION

FORESITE

asian paints
RESEARCH
STUDY
 OBJECTIVE OF THE STUDY

TO ANALYSE THE DEMAND OF DIFFERENT

PRODUCTS OF ASIAN PAINTS

TO FORECAST THE FUTURE DEMAND BY

TAKING IN THE CONSIDERATION THE
POTENTIAL BUYERS OF THE PRODUCT

asian paints
 RESEARCH METHODOLOGY

PRIMARY RESEARCH (QUESTIONNAIRE)

SAMPLE SURVEY
SAMPLE SIZE
DEALERS
*asian paints dealers
*other brand dealers
CUSTOMERS
*existing asian paints users
*prospective users

asian paints
 KEY
FINDINGS
 DATA ANALYSIS AND FACTS

3 TYPES OF CONSUMERS EXISTING IN THE

MARKET DIVIDED ON THE BASIS OF INCOME
GROUPS
-PREMIUM (prefer emulsion)
-AVERAGE (emulsion + distemper)
-POOR (prefer distemper)

asian paints
 DATA ANALYSIS AND FACTS

CONSUMERS RELY MORE ON DEALERS AND

CONTRACTORS OTHER THAN AD’S.

REASONS BEING
.INFORMATION ABOUT QUALITY
.DURABILITY
.PRICE
.LONG LASTINGNESS

asian paints
 ELASTICITY OF DEMAND

DEMAND IS RELATIVELY ELASTIC IN SHORT

TERM.

INCOME OF THE PEOPLE.

PREMIUM CUSTOMERS ARE MORE QUALITY

CONSCIOUS THAN PRICE SENSITIVE.

AVERAGE CUSTOMERS ARE MORE PRICE

SENSITIVE

asian paints
 PRICING

MAIN FOCUS OF THE COMPANY IS TO PROVIDE

QUALITY @ COMPETITIVE PRICES.

PAINTS ARE GENERALLY PRICED HIGHER

THAN THE COMPETITORS BUT OFFER
SUPERIOR QULAITY.

DESPITE HIGH PRICES,CUSTOMERS ARE BRAND

LOYAL.

asian paints
 PROMOTION

COLOUR GENIE- GET YOUR SAMPLE GET YOUR

SHADE.

 SHIFTING ADVERTISING THEME- MERA WALA

CONCEPT TO MERA WALA RANG TO MERA GHAR
CONCEPT(ACCORDING TO FESTIVE SEASON)

 SAMPLERS- IN
200ML CONTAINERS TO HELP
TEST THE COLOUR.

 LEAD FREE PAINTS

asian paints
 FINDINGS

LOW PROFIT MARGIN AS COMPARED TO OTHER

BARNDS.

SALES IN 3RD QUARTER IS EQUIVALENT TO THE

REST OF THE YEAR.

BAD CREDIT SYSTEM.

asian paints
ADVERTISEMENTS

asian paints
 WEBSITE

 ASIAN PAINTS HOME

SOLUTION

 OUR COLOURS

 DECORATIVE
PRODUCTS

 ARCHITECTS AND
INTERIOR DESIGNERS

 DECOR IDEAS
asian paints
 SWOT ANALYSIS

S Things
Thingsthe
thecompany
companydoes
doeswell.
well.

Internal

W Things
Thingsthe
thecompany
companydoes
doesnot
notdo
dowell.
well.

O Conditions
Conditionsin
strengths.
strengths.
inthe
theexternal
externalenvironment
environmentthat
thatfavor
favor

External

T
Conditions
Conditionsin inthe
theexternal
externalenvironment
environmentthatthatdo
donot
not
relate to existing strengths or favor areas of current
relate to existing strengths or favor areas of current
weakness.
weakness.
©South-Western College Publishing
 STRENGTH

BRAND IMAGE OF ASIAN PAINTS (MARKET

LEADERSHIP ,37%)

STRONG AND WIDE DISTRIBUTION NETWORK.

CONTINUOUS INNOVATION IN PRODUCTS.

SEPARATE OPERATIONAL PLANTS TO CATER

DIFFERENT GEOGRAPHICAL SECTORS.

RESEARCH N DEVELOPEMENT SUPPORT.

asian paints
 WEAKNESS

INHERENT WEAKNESS IN THE PRODUCTS

SUCH AS EXTERIOR EMULSIONS, WOOD
COATINGS.

INFRASTRUCTURE IN INDIA IS ALSO A BIG

LIMITATION.

DESPITE ITS IT ADVANTAGES, COULD LEAVE

IT WEEK IN SOME AREAS DUE TO THE HUGE
SPAN OF CONTROL.

asian paints
 OPPORTUNITIES

TO TAKE OVER, MERGE WITH, OR FORM

STRATEGIC ALLIANCES WITH OTHER GLOBAL
OPERATORS.

INTERNATIONAL STYLE OF LIVING.

BOOM IN INDUSTRIAL COATING.

BOOM OF CONSTRUCTION SECTOR.

GROWTH OF AUTOMOBILE INDUSTRY.

asian paints
 THREATS

CONTINUOUS INNOVATION BY COMPETITOR.

RISING RAW MATERIAL PRICES.

INCREASED DIFFERENT COLOUR DEMAND.

ADVANCED TECHNOLOGICAL DEVELOPMENT.

EXPOSED TO POLITICAL PROBLEMS IN THE

COUNTRIES.

asian paints
COMPETITORS
AVAILIBILITY

asian paints
 RANK

 SALES INFORMATION OF DIFFERENT BRANDS AS

PROJECTED BY THE DEALERS

RANK BRAND
1 Asian Paints
2 Dulux
3 Berger
4 Nerolac
5 Shalimar
6 Nitco

asian paints
 MARKET SHARE

Market Share in India

Sh
al
im
ar
4%
ts 37%
pai n
a n
Asi
8%

Goo
3.
15.9
s1

d
t
in

%
lass
Pa
er

Ner
rg
Be

olac

asian paints