Professional Documents
Culture Documents
Company Name: Type: Industry: Founded: Head Quarter: Key people: Workforce: Website: Asian Paints. Public Ltd. Paint. 1942 Mumbai, India. Mr. P.M.Murti CEO & MD. 4700 www.asianpaints.com
Company History
1945
Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach consumers in the outmost corners of the country with small packs."
1954
Paints mascot, Gattu, the mischievous kid, was born. Asian
1957 - 66
The family-owned company makes the shift to a professionally managed organization. Asian Paints embark on an ambitious mass marketing campaign, pertaining with thousands of dealers in small towns all over India.
1967
Asian Paints emerges as India's leading paint company ahead of any international competition.
1973
AP becomes public ltd company
2002
AP was a market leader of Indian Decorative Paints with market share of 44%
Founders of company
Mr. Ashwin Choksi Non-Executive Chairman General manager Human resource Senior HR Manager Works Manager Production Manager Marketing Manager Training Manager
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 alliance with established global partners.
Product Portfolio
Segments
Paints
Chemicals
Decorative paints
Industrial Paints
Pathetic Anhydride
Pentaerythritol
Marketing Strategy
Company is using different techniques such as advertising Campaign, sales
promotion, personal selling, direct marketing and public relation to increase sales A total amount of 85 crore is spent on the ad campaign by asian paint. Their particular ad campaign Mera Walla Blue Har ghar kuch kehta hai are being liked by the customer.
Online marketing for urban customer: Asian paint online marketing system is helping. The company in lot of ways, providing all the necessary information to the customer. It is an unique way of promotion.
Promotional Strategies
Competitors in India
Akzo Nobel India ltd Bombay Paints ltd Hard Castle & waud manufacturing company ltd. Jenson & Nicolson India ltd. Nerolac paint ltd. Sarika paint ltd.
SWOT Analysis
STRENGTHS:
WEAKNESS:
Seasonal demand
And hence in off seasons it can lead to cash flow problems. Innovation in developing new product is inadequate. Weakness on the technology front in industrial paints. In industrial paints, AP has only a 15% market share.
OPPORTUNITIES: Acquiring/ increasing market share in Industrial paint sector. Competitors have gone in for hi-technology compare to AP. The automobile industry accounted for 50% of the industrial markets. THREATS:
Overseas
Group subsidiaries
Company in South pacific island. AP operates in Australia, Fiji, Tonga,Soloman Island under brand name APCO.
US Company with 50:50 equity sharing with AP in 1997. Pittsburgh Paints and Glass Industries (PPG), USA
Strategies to go global .
The company has set forth for itself a global vision Think Global, Synergise Regional and Act Local. In this regard, the company has embraked on its biggest international initiative called E- Strides operations
Under E-Strides, the company is reviewing its current business processes to improve them in the context of changing business scenarios. This involves a host of activities like benchmarking processes with best practices, standardising them to leverage global knowledge and providing adequate controls
.
In order to capture the maximum market share and to create new markets, the company manufactures a wide range of paints, from acrylic emulsions to synthetic enamels and from automotive paints to industrial paints. Enabled by vertical integration, it has also diversified into specialty products such as Pentaerythritol and Phthalic Anhydride.
GLOBAL COMPETATOR
1 AkzoNobel nv
2 PPG Industries Inc.
(Netherlands)
(Pittsburgh)
3 DuPont Coatings & Color Technologies Group (Wilmington ) 4 ICI Paints (Berkshire, UK )
5 BASF Coatings
6 Nippon Paint Co. 7 Sherwin-Williams Co.
(Germany)
(Japan) ( Cleveland)
The TWM centre showcases live working models on water conservation and rainwater harvesting. Asian Paints provides expertise to citizens free of charge to implement rainwater harvesting and total water management solutions.
Tsunami relief: Helping community in need of time A total amount of Rs. 4.7 million was generated as relief aid and handed over to the Tsunami victims. Besides India, all the units across the world also contributed to the best of their capacities towards Tsunami relief
In Ankles war - Gujarat, the plant has sustained its commitment of providing infrastructure support to this school, be it through donations of computers, tables and chairs, or through assistance in other maintenance work for the school. In addition, the Ankles war plant ,conducts Vaccination and Health camps. Not only students, but teachers are also briefed on hygiene aspects in such camps.
Company established The Mobile Medicare Units (MMU) for the treatment of senior citizens.
Awarded the "Sword of Honor" by the British Safety Council for all the paint plants in India. Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms' of Asia in 2005.
Ranked 24th amongst the top paint companies in the world by Coatings World - Top Companies Report 2006.
The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005. Received the Ernst & Young "Entrepreneur of the Year Manufacturing" award in 2003 In 2009 micro site AsianPaints.com has won the outstanding website award in the consumer goods category at the recently held Internet Advertising Competition Awards .
Latest news
Asian Paints in Forbes Asia's Fab 50 List-09/13/2011 Asian Paints has been included in the Forbes magazine's - Asia's Fab 50 List of companies. This is the first time that Asian Paints has been included in the list. Q1-FY2012 results by Mr. P M Murty, MD & CEO07/27/2011
Future plans
Asian Paints is planning an international network of technology centers spread across Australia, Jamaica, Egypt, Dubai, Mauritius, Fiji and Singapore. The paint project will use the latest techniques in production, packing, conveying and storage in an eco-friendly manner, with zero discharge of effluents.
Company aims to come under top-5 paints companies list in the world in next 2 year.
PROJECT MADE BY: ANUSHA HEDGE:6 HEMA JAGASIA:14 SWAPNA KRISHNAMURTHY: 38 PRITAM BHANDEKAR:22