Professional Documents
Culture Documents
Brand
Group
What makes it a strong
brand?
The brand Asian Paints has stood for
different things at various points of time
without ever compromising on its core
values and core purpose.
Commitment and Integrity in dealing with
internal and external customers.
A strong belief in individual ability and
creating an environment in which
entrepreneurial spirit is encouraged.
To continuously rejuvenate every living and
working space of people and bring joy to
their lives.
Brand Leadership
The Brand Leadership model is based on
various
actions taken over a period of time .
Objectives
(i) establishing Asian Paints as the leader in the
paint category
(ii) presenting it as a manufacturer of premium
paints
(iii) establishing high salience for Asian Paints in
what was inherently a low interest category
Launched a campaign ‘Spectrum Of
Excellence’
a series of Press Advertisements talking of
excellence in AP products
d)1987-1997 Moving Closer to the
Consumer
2 chemical plants
18 processing centers
380 raw material and intermediate suppliers
140 packaging vendors
6 regional distribution centers
72 depots
AND STILL COUNTING………
R& D:
• 140 R& D TEAMS AROUND THE WORLD.
• 7 DECORATORS
• 115 SCIENTISTS
“The benefits that we get from using i2 are
across virtually all parts of the supply chain.”
—Manish Choksi, Vice President, Strategic
Planning and Information Technology