Asian Paints is the largest paint company in India and third largest in Asia. It has over 50% market share in the Indian decorative paint market and operates in 19 countries with 26 manufacturing facilities serving 65 countries worldwide. The company aims to become one of the top five decorative coatings companies globally by leveraging its expertise in emerging markets, while building long-term value in industrial coatings through global partnerships. Asian Paints conducts all research and development in India and has 23 manufacturing facilities worldwide managed from its corporate office.

1. Presented By,
Mahesh Murugesh
Mathews Varghese
Milan Agarwal
Moninthar Nayak
Nitin Deshmukh
Rajitha Naik

2. About Asian Paints
• Started in 1942 by four entrepreneurs: Choksey Brothers.
• In 1967, Asian Paints became the 10th largest paint company in the world.
• In 1973, it became a public limited company.
• In 2002, it was a market leader of Indian decorative paints.
• With a turnover of Rs.158.5 billion ,Asian Paints operates in 19 countries and have 26
manufacturing facilities, and serving customers over 65 countries

3. Vision
“ Asian Paints aims to become one of the top five decorative
coatings companies world-wide by leveraging its expertise in
the higher growth emerging markets.”
“ Simultaneously, the company intends to build long term value
in the industrial coatings business through alliances with
established global partners.”

4. International Strategy
• All the research and development centres of the company is in India.
Asian Paints have a Research & Technology centre at Turbhe on the
outskirts of Mumbai. PPG Asian Paints, the subsidiary of Asian Paints
Ltd have a R&D centre in Mumbai and Chennai.
• Asian Paints have 23 manufacturing facilities around the world. All of
these facilities are managed by the corporate office in India.

5. Corporate strategy of Asian Paints

6. Swot Analysis
• Strength:
1. The largest paint company in India and third largest company in Asia
2. They have over 50% of market share and are clear leaders decorative paints and are strong
competitors to Kansai Nerolac Paints to be leaders in Industrial paints and coatings.
3. They operate in 17 countries and have 24 manufacturing facilities providing service to 65
countries all over the world.
4. Asian paints has strong international presence with its four 4 subsidiaries; Berger International
Limited, Apco Coatings, SCIB Paints and Taubmans.
5. Most renowned brand in Indian Paint Industry & its strong customer focus and innovative-spirit
has made it market leader since 1968.
6. Superior technologies deployed to achieve maintain the competitive edge for eg. Supply chain
management system that integrates plants, regional distribution centers, outside processing centers
etc. hence they have strongest supply chain system with
7. They have maintained their brand name and increased awareness by unique ways of advertising
and roping in celebrities like Saif Ali Khan.
8. The company has strong financials.

7. • Weakness:
1. Limited market share in industrial paints segment with Kansai
Nerolac and Akzonobel giving stiff competition.
2. In decorative paints Industry Customer tastes and perceptions
change very fast and products may become obsolete with change in
trends, hence production planning and inventory problem.
• Opportunities:
• 1. Big an international standard paint company it should look for
more opportunities abroad
2. There is a good scope for growth especially in industrial paints
category
3. Needs to have more focus on Automobile industry in industrial
paints segment
• 4. Competitors are going for Hi-tech process and Asian paints with
good financial and intellectual capital can go for hi-tech.

8. • Threats:
• 1. Growth prone to slowdown effects
2.Stringent Government rules and regulations regarding the quality of
products and manufacturing facilities as Environment policies are
given more emphasis
3.Raw material scarcity and volatlility in prices.

9. Climate(PEST Analysis)
• Political Factors:
• India is the largest democracy in the world
• The Government is federal public
• Political situation is more or less stable in nature
• Export oriented economy
• Economic Factors
• Market based Economy
• Second fastest growing economy in world
• Third largest in terms of purchasing power
• Introduction of FDI in new sectors
5C Analysis

10. • Social Factors
• India, second largest populated in world
• Rise in price of raw material
• Import of raw material
• Technological Factors:
• Emerging IT sector
• Modernization of paint like water proof, Teflon, creative colors
• Lead free paints
PEST Analysis

11. Company
Parent Company Asian Paints
Category Paint Industry
Sector Industrial Products and Chemicals
Tagline/ Slogan Merawala blue; Har ghar kuch kehta hai ki ;Ask Aparna
USP India’s biggest brand with widest reach.
STP
Segment
Caters to all segments with brand Royale aimed at premium
segment and rest at mass market.
Target Group
Home-owners, industries-hotels, education, healthcare, agro &
manufacturing equipment and automobile etc. infrastructure,
govt. buildings
Positioning A complete array of products to cater to everyone.

12. • Jenson & Nicolson India Limited, Kansai Nerolac
Paints, Akzonobel, Sherwin-Williams, Nippon
Paint, PPG Industries
Competitors
• Advertising: Not much spending on advertising required
• Motivation – Life necessity
• Distribution channels- Retail, wholesale
• Quantity and frequency of purchase - Daily
• Income level of customer – All classes of customer
Customers
• Suppliers: Chemicals are largely a commodity. Business partners
around the country along with local sourcing helps in reducing
cost
• Distributors: Wholesale shops, Retails Stores.
Collaborators

13. INDIAN PAINT INDUSTRY SEGMENTATION

14. INDIANPAINT INDUSTRY SEGMENTATION
Decorative Segment
• Acoustic Paint: specially designed for acoustic tiles.
• Alkyd Resin Paint: good trim, doors, faux finishes and other maximized use areas.
• Drip less Paint: This paint is thicker and is most suitable for application on ceilings.
• Latex Paint: good for applicability and it dries much quickly & easier to wash.
• One-Coat Paint: It is the more expensive version of the latex and alkyd paints and
is mostly chosen for surfaces that require flawlessness in colour.
• Primers: paint used in the initiation for all interior paint works.
• Rubber-Base Paint: This is best for concrete and bricks

17. Industry Analysis – EFE Matrix
OPPORTUNITIES Weight Rating Weighted
Score
1. Being an international standard paint company it should look for more
opportunities abroad
0.18 3 0.54
2. There is a good scope for growth especially in industrial paints category 0.17 2 0.34
3. Needs to have more focus on Automobile industry in industrial paints
segment
0.1 3 0.3
4. Competitors are going for Hi-tech process and Asian paints with good
financial and intellectual capital can go for hi-tech processes.
0.15 4 0.6
THREATS 0
1. Growth prone to slowdown effects 0.15 3 0.45
2. Stringent Government rules and regulations regarding the quality of
products and manufacturing facilities as Environment policies are given
more emphasis.
0.1 3 0.3
3. Raw material scarcity and volatility in prices. 0.15 2 0.3
2.83

18. Profit Pool Analysis – Asian Paints
94% 6%
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
0.18
OperatingMargin
Revenue Percentage
Profit Pool Decorative Industrial

19. INTERNAL ANALYSIS - IFE Matrix
Strengths Weight Rating Weighted Score
1. The largest paint company in India and third largest company in Asia 0.05 3 0.15
2. They have over 50% of market share and are clear leaders in decorative paints
industry.
0.15 4 0.6
3. They operate in 19 countries and have 26 manufacturing facilities providing
service to 65 countries all over the world.
0.1 3 0.3
4. Asian paints has strong international presence with its four 4 subsidiaries;
Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.
0.15 3 0.45
5. Most renowned brand in Indian Paint Industry & its strong customer focus and
innovative-spirit has made it market leader since 1968.
0.05 4 0.2
6. Superior technologies deployed to achieve maintain the competitive edge. 0.1 4 0.4
7. They have maintained their brand name and increased awareness by unique
ways of advertising and roping in celebrities like Saif Ali Khan.
0.15 3 0.45
8. The company has strong financials. 0.05 4 0.2
Weakness
1. Limited market share in industrial paints segment with Kansai Nerolac and
Akzonobel giving stiff competition.
0.1 2 0.2
2.In decorative paints Industry Customer tastes and perceptions change very fast
and products may become obsolete with change in trends, hence production
planning and inventory problem.
0.1 3 0.3
3.25

20. INTERNALANALYSIS - BALANCED SORECARD
OBJECTIVES1 Measures SCORE Remarks
Financial
Perspective
Operating Profit,
Profit after Tax,
Cash generation from operation
22 1,950(13-14) , 1,673(12-13) in Crores
1,218(13-14) , 1,113(12-13) in Crores
1,813(13-14) , 1,484(12-13) in Crores
Customer
Perspective
Product offering,
Service offering,
Relationship,
Brand image.
16 1.High level of service quality and product innovation.
2.Level of service is the same for all customers.
3.Easily accessible to the general public.
4.Constant publicity and innovation helps in strengthening
relationship.
Business
Process
Perspective
Integrated IT enabled operation
system.
Maximum utilization of services ;
Increased efficiency and profit
margin.
18 1. Constantly pursuing its goal of technological up gradation
in a cost-effective manner for delivering quality customer
service.
2. Maximum utilization of services with controlled expense
and losses.
Learning and
Growth
Perspective
Study and Improve the range of
business activity and customer base.
15 1.Staff skills were improved by providing them appropriate
training.
2.Improved employee productivity lead to diversify customer
base and customer satisfaction.
TOTAL 71

21. BCG MATRIX of INDIAN PAINT INDUSTRY
Asian Paints - Wall Putty
Berger - Walmasta
Shalimar - extra premium
Asian paints – Royale
Berger – Exterior wall
Paints
Shalimar – Superlac
Synthetic enamel
QUESTION MARKSTAR
Asian Paints – Utsav
Berger – Synthetic Resins
Shalimar - Shaktiman exterior
emulsion
CASH COW
Asian Paints – exterior
Berger – consultancy
Shalimar-Distemper
DOG
MarketGrowth
Market ShareHigh Low
HighLow

22. Metal Paints
Wood finishes (Varnish & polish)
ROYALE
Distemper Range (low end paints)
Home Improvement Business – Kitchen & Bath
Business
Wall Paints (interior & exterior)-Utsav
Decorative Paints
Marine Paints, automobile paints & others
CASH COW DOG
QUESTION MARKSTAR
BCG MATRIX FOR ASIAN PAINTS

23. PRODUCT PORTFOLIO STRATEGY
INDUSTRIAL
PAINTS
DECORATIVE
PAINTS
AUTOMOBILES ANCILLARIES
• Exterior Walls
• Interior Walls
• Metal Surface
• Wood Surface
• Primers
• Stainers
• Fillers
• Protective Coatings
• Floor Coatings
• Road Markings
• Powder Coatings
• Pthalics
• Deltron
• Delfleet
• 2K Nexa
Autocolor

24. PORTFOLIO STRATEGY FOR ASIAN PAINTS
Lots of Question Marks
products
Distempers
Kitchen Business
Bath Business
Home Painting Solutions
They should have one
or more star products.
One or more product
that falls in Cash Cow
category.

25. Future Growth options Assessment using Ansoff
Matrix
Existing Product New Product
Existing
market
• Market Penetration
Wood Finishers & Metal
Paints
• Product
Development
Wall Paints(New
Washable & Acrylic
emulsion paints)
E.g.. Tractor and
Emulsion Acrylic
Paints
New Market • Market Development
Venturing APIL Products
abroad
• Diversification
Marine Paints(Heavy
Duty)
Automotive
Paints(TVS
collaboration).

26. Future growth options
• The paint industry is in growth stage in India as
construction activity has a high priority.
• To keep their dominant position Asian Paints should
pursue vigorous R & D for innovative products .
• Increase the number of depots for covering the entire
country
• Has launched E-Strides, an ERP (Enterprise resource planning)
• Predator pricing- Predatory pricing (also undercutting) is a risky, and
dubious pricing strategy where a product or service is set at a very
low price, intending to drive competitors out of the market, or create
barriers to entry for potential new competitors

27. Thank you