Asian paints Sales and Distribution strategy
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Sales and Distribution structure of Asian Paints in India.
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Asian paints Sales and Distribution strategy
- 1. BY Sowjanya J – 171313 T Pavan Kumar – 171322 G Sree Deepthi – 171184 Balaji Sri Surya – 171221 Ch Rahul - 171142 TERM PAPER PRESENTATION ON ASIAN PAINTS Group - 4
- 2. INTRODUCTION • Asian Paints Limited was established way back on February 1,1942 and today stands as India’s largest and Asia’s third largest paint company. Driven by its strong consumer–focus and innovative spirit, the company has been the market leader in paints since 1967. • It is double the size of any other paint company in India.
- 3. SALES COMPANY STRUCTURE • Retail Sales • Project Sales • Services & Retailing • Brands • Innovation & Business development
- 7. • Nilaya • Metal finishes • Waterproofing solutions • Professional range • Adhesives • Painting tools and implements • Range of bath fittings
- 8. SERVICES • Home painting services • Colour consulting online • Decor solutions • Experience retail stores • Colour consultancy@home • Large projects
- 9. DISTRIBUTION STRATEGY • Types of Distribution Channel oB2B Distribution oB2C Distribution oDirect Distribution oIndirect Distribution
- 11. DISTRIBUTION CHANNEL FOLLOWED BY ASIAN PAINTS Manufacturer Consumer Retailer Wholesaler Retailer Retailer Agent Wholesaler Retailer Wholesaler
- 12. ELEMENTS OF ASIAN PAINT’S DISTRIBUTION STRATEGY • It bypassed the bulk buyer segment and went to individual consumers of paints • It went slow on urban areas and concentrated on semi-urban and rural areas • It went retail • It went in for an open-door dealer policy • It voted for nationwide marketing/distribution
- 13. IMPLICATIONS FROM DISTRIBUTION STRATEGY • Going to individual customers implied wide product range and complex distribution • Smaller packs proliferated the product line depth further • Wide product range implied expensive distribution • Going to semi-urban/rural markets further enlarged distribution • Going retail implied deep involvement in channel management • National marketing necessitated nationwide organisation
- 14. STEPS IN THE IMPLEMENTATION OF THE DISTRIBUTION STRATEGY AP created a large network of dealers Established a network of company depots to service the dealers Created a marketing organisation the matched its distribution Successfully resolved the cost-service conflict in distribution, through • A strong commitment to distribution cost control, without compromising service level • A strong inventory management • Effective control of credit out standings • IT initiatives in distribution cost control
- 16. KEY RECRUITMENT INITIATIVES • Canvas • Asian Paints Careers • Alma-Matters • Imprints • Preplacement offer conversions
- 17. RECRUITMENT PROCESS Company is following aptitude tests, Group discussion and personal interview for recruitment process • MBA students for marketing • B.Sc (Chemistry), BE Mechanical & Chemical students for production • CA & M.Com for Finance Department Sales (Territory Sales Officer Interview) 1. Aptitude test for 45 Min 2. 1st interview - Area Manager 3. Final interview - Regional Manager Company has training centre in Mumbai for freshers.
- 18. PROMOTIONS Celebrity Engagement • Launched a series of webisodes called ‘Where The Heart Is’. Campaigns - Mera Wala Taglines • "Don't lose your temper, use Tractor Distemper“ • “Har Ghar Kuch Kehta Hain” Created a mascot named Gattu 'Khushi Ke Rang' (the colours of happiness) Social Media • #HomesNotShowrooms • “Tag A Friend Holi”
- 20. THANKYOU