1. BY:
NIRAJ KUMAR
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2. About Asian paints
 Asian Paints is India’s leading paint company with a group
turnover of Rs 170.85 billion.
 Asian Paints operates in 16 countries and has 25 paint
manufacturing facilities in the world servicing consumers
in over 65 countries.
 Besides Asian Paints, the group operates around the world
through its subsidiaries Berger International, Apco
Coatings, SCIB Paints, Taubmans and Kadisco.
 Asian Paints manufactures wide range of paints for
Decorative and Industrial use.
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3. 3
Asian
paints
Painting
Tools
Adhesives
Water
proofing
Wood
finishes
Nilaya
Exterior
walls
Interior
walls-
Metal
finishes
Product
types:
Special
effects
Plain
Finishes
Distempe
rs
Product
types:
Textured
finishes
Plain
finishes
Design
for
exteriors
Product
types:
Wall
coverings
Wall
stlakens
Product
types:
Furnitures
Floors
Doors and
window
Exteriors
ancillaries
Product
types:
Enamels
& epoxy
Undercoa
ts
Product
types:
Terrace
stanks
Bathroom
Crodes
and joints
Interriors
hling
Product
types:
General
purpose
Stone
Glass
Wood
Product
types:
Bruses
Rollers
Accelrater
s
Mechanic
al tools
Product
MIX
Product
Mix width
PL-1 PL-2 PL-3 PL-4 PL-5 PL-6 PL-7 PL-8
Product
Line length
Productlinedepth
Consistency

4. PRODUCTS LINE
A product line is a group of related products under a single brand sold by the same
company. Companies sell multiple product lines under their various brands:
1. Interior walls
2. Exterior walls
3. Nilaya
4. Wood finishes
5. Metal finishes
6. Waterproofing solutions
7. Professional range
8. Adhesives
9. Painting tools and implements
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5. Product Range
 A product range is a set of variations on a specific product made to
appeal to different market segments.
a) Special effects
b) Plain effects
c) Distemper
d) Textured finishes
e) Plain finishes
f) Design for exteriors
g) Wall coverings
h) Wall stickers
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i) Furniture Floor
j) Doors and windows
k) Exteriors
l) Ancillaries
m) Enamels and epoxy
n) Undercoats
o) Terrace and tanks
p) Bathroom
j) Cracks and joints
k) Interiors
l) Tiling
m) All waterproofing
products

6. Product Depth
 The amount of sub-products offered by a business within a particular line
of products.
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PRODUCT LINE-1
Special effects:
• Royale play
• Kid's Room Wall
Painting Design Ideas
- Kids World Décor -
Asian Paints
• Designer Range of
Wall Painting Stencils
for Your Home -
Asian Paints
Plain Finishes
• Royale
• Apcolite Emulsion
Interior Wall Paint
Finishes - Asian Paints
• Tractor Emulsion
Interior Wall Paints
that Always Impress
Distempers
• Tractor distempers
• undercoats
• Classic Range of
Interior Wall Putty
Paints for Smooth Walls
PRODUCTDEPTH

7. Product Consistency
 Consistency, in reference to a product mix, refers to how closely related the
offered product lines are to each other.
1. Interior walls
2. Exterior walls
3. Nilaya
4. Wood finishes
5. Metal finishes
6. Waterproofing solutions
7. Professional range
8. Adhesives
9. Painting tools and implements
NOTE: Asian paints products line are very consistency as they use same distribution channel and
same segment of the customers.
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8. Line stretching:
 Line stretching is an expanding strategy by a company where the new products are
launched in the same product line but beyond the current product range with some
additional or different features.
 Up-market Stretch
ROYALE PLAY(Rs.505 /ltr.)
 Down-Market Stretch
Royale shyne (Rs. 305 /ltr.)
 Two-Way Stretch
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9. Line filling
 A business strategy that involves increasing the number of products in an existing
product line to take advantage of marketplace gaps and reduce competition.
 Interior wall surface
Crack seal
 Painting tools
Brushes
Rollers
Accelerators
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10. Line modernization
A strategy in which items in a product line are modified
to suit modern styling and tastes and re-launched.
Professional range
Professional premium
Professional one coat
Professional premium glass
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11. THANK YOU!
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