The brand asian paints has evolved with time. Starting as a paint maker, the brand has managed to get closer to consumers identifying need gaps and feeling it up with its product offerings.

1. Market Makers
Those who created new opportunities for their company or brand
They identified the unfulfilled customer need and wants
Out of these needs they sensed the opportunities that can be
capitalized on
They tapped on these opportunities and made a business
These are the companies that transformed the landscape in their
respective sector

2. ICICI Bank
Founded in 1994 by Industrial Credit and Investment Corporation of India
In 1990s banking mainly meant corporate banking, but ICICI bank started focusing on retail
customers
Bank used aggressive marketing, competitive pricing and a lot of innovations
It attained profitability soon after its inception and became first Indian bank to be listed on NYSE
ICICI Bank is India's largest private sector bank with total assets of Rs. 5,946.42 and profit of Rs.
98.10 billion
ICICI Bank currently has a network of 3,853 Branches and 12,123 ATM's across India
ICICI Bank is one of the Big Four banks of India, along with State Bank of India, Punjab National
Bank and Bank of Baroda.
The bank has subsidiaries in the United Kingdom, Russia, and Canada; branches in United States,
Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre

3. Dabbawalla of Mumbai
In 1890, Mahadeo Bhavaji Bachche started a lunch delivery service with about a 100 men
In 1930, he informally attempted to unionize the dabbawallas
A charitable trust was registered in 1956 under the name of Nutan Mumbai Tiffin Box Suppliers
Trust
The commercial arm of this trust was registered in 1968 as Mumbai Tiffin Box Supplier's
Association
ISO 9001:2000 certified by the Joint Accreditation System of Australia and New Zealand
Between 175,000 and 200,000 lunch boxes are moved each day by 4,500 to 5,000 dabbawalas
Each dabbawala, regardless of role, is paid around eight thousand rupees per month
It is reported that the 125-year-old industry continues to grow at rate of 5–10% per year
They are believed to have attained a service level equivalent to of 99.9999 six sigma rating

4. LIC
• Established in September 1, 1956, owned by the Govt. of India
• Subsidiaries include LIC Housing finance, LIC Pension Fund Ltd. , LIC international, LIC Nomura Mutual
Fund and LIC Card Services
• Business Model
• Plethora of products: Pension Plans, Term insurance, Housing Loan, Accident Cover, Saving Schemes
• First Movers Advantage
• Financials and Company Size - Total assets of INR 1560482 crores, Profits of INR 2469 crores
• First to bring insurance in the country
• Highest Claim settlement Ratio (97.4%) Source: IRDA Report
• 70% market share overall in Insurance sector
• 6th most Trusted Brand in India
• Immense goodwill among all classes of society
• Claim settlement easier compared to its competitors
• Unique Distribution Channel
• 13 Lakh insurance agents | scope for further growth as current penetration is only 5 %

5. Parachute Oil
• Earlier, Coconut Oil was sold in loose as a commodity
• Marico was the first to brand coconut oil and hence introduced consumer packs for ‘Parachute’
• The packaging was changed from Tin to Plastic
• Parachute Blue gains instant recognition
• Symbolized Purity and Nourishment
• Mass communication on the platform of ‘caring’ with mother daughter them
• Introduced anti rodent packaging with flip-top caps; this made the container spill proof and tough to
counterfeit
• Introduced easy all-season jars to scoop out frozen oil in winters, especially in North India
• Today, it is a 1500+ crore brand which could not be dislodged by HUL with all its might; it instead bought
Nihar Coconut oil from them at 227 crore
• Flagship product is promoted as a ‘Coconut oil’ and not ‘Hair Oil’ as the tax slabs are lower for the
former

6. Asian Paints
• The brand began in 1954.
• With a modest beginning, it soon became the market leader in 1967.
• The brand de-commoditized the paint category and pushed it to become a
high involvement product.
• With its offering spread across different price segments, the brand
represents both Mass and Class

7. Selection Criteria
Proposition: All the market makers we have chosen were either
pioneer in their own idea or provided something new that present
competitors were not providing
Profitability: Not only these market makers fulfilled customer needs,
but they did it profitably
Practicality: These companies were able to extend their idea on large
scale (There are many companies which have novel ideas but do not
have scalability)
Relative position in the industry: How are the competitor’s doing?
Philanthropy: All these market makers not only did make money, but
also had a positive impact on society

8. Selection of the Brand
Weightage
Score (out of 10)
ICICI Bank
Dabbawalla
of Mumbai
LIC
Parachute
Oil
Asian
Paints
Proposition 0.20 6 9 9 9 9
Profitability 0.20 9 9 9 9 9
Practicality 0.25 9 3 9 9 9
Relative position in the industry 0.25 5 9 7 7 8
Philanthropy 0.10 7 3 7 7 7
Total Score 7.2 6.9 8.3 8.3 8.6

9. Asian Paints Ltd
Group 6

10. Sector Snapshot: Paints in India is Rs 280 Bn market growing at a CAGR of 13 %
Indian Paint
Industry
Decorative
Emulsions
Distemper
Industrial
Automobiles
Marine Paints
& others
280
500
FY13 FY18
*Figures are in Billion Rupees
Source: Equitymaster report
The sector is expected to grow to Rs 500 Bn
by 2018

11. Sector Overview: The sector is over a 100 year old with a lot of opportunity to grow
*Figures are not to scale ( per capita per kg)
Source:Equitymaster report
The per capita per annum consumption of
paint in India is still very low
• The Indian Paint Industry was initiated in
1902, when Shalimar Paints set-up its first
factory in Kolkata.
• After liberalization, as the excise duties got
drastically reduced (from 40% to 16%), the
industry recorded a healthy growth of 12-
13% annually.
India
1.5 Kg
Global
15 Kg
10 Times

12. Market Players: Around 70 % of market is dominated by organized sector players
*Sales Figures in Rs Crores (2014 data)
Source: Euromonitor report
The domestic market is oligopolistic in nature with more than 90 % of market share with top 4 players.
Asian Paints is the market leader with a lion’s share of ~54%
10,925
3,384
3,334
2,417
520
Asian Paints
Berger Paints
Kansai Nerolac
Akzo Nobel
Shalimar Paints

13. Asian Paints: Asian Paints with its modest beginning became the market leader in
1967
Asian Paints Limited was set up as a
manufacturing unit in suburbs of Mumbai in
the year 1942. APL has been leading the Indian
market since 1967. In 1998 the company
worked with Booz Allen Hamilton to craft a
restructuring program and ultimately come up
with a new vision. “To secure a place among
the Top Five decorative paint companies in the
world by the end of the decade.”

14. Asian Paints: A customer centric approach with high focus on distribution were key
levers of success for Asian Paints in the domestic market
Identified need gaps
Pricing Policies
Products Line
AP Helpline, Home Sol
New Revenue Streams
Mainframe in 1971
V-SATS in 1994
Demand Forecasting
Reduce Inventory
Low Working Capital
Avg Cap – 67,000 MT
Bargaining power
Investment in R&D
Formulation Efficacy
Reduced Cost
16,000 dealers
18-20 % exclusive
Intangible Assets
B-School Recruiters
Top Management
Customer Centric IT Infrastructure Supply and R&D Distribution and Talent
Feedback Collection Real Time Data High Bargaining Power Reach and Sales Force

15. Asian Paints: The brand tried to de-commoditize “Paint Category” to create an euity
for itself
Asian Paints, mindshare was
perceived to be far lesser
Not perceived as the largest
paint manufacturer in Asia
A brand for masses
• Establishing Asian Paints as the leader in the
paint category
• Presenting it as a manufacturer of premium
paints
• Establishing high salience for Asian Paints in
what was inherently a low interest category
• First attempt for repositioning as a a
premium brand “Spectrum of Excellence”
First Corporate Communication in 1983

16. Asian Paints: The brand moved a step closed to consumers by associating paint with
celebration and joy
“Paints are seen to rejuvenate and brighten
up a gloomy place, and give a room a more
spacious look. Painting signifies festivity, life
and plenitude”
“Celebrate with Asian Paints”
https://www.youtube.com/watch?v=lTf4a6wZNnI

17. Asian Paints: In 1990s the brand went for a major overhaul and a repositioning
The festival platform had
become cluttered
Change in buying behaviour.
Importance to Décor and design
From a low involvement category to a
high involvement category
Paint became less seasonal and hence
relevance of festivities decreased

18. Asian Paints: In 1990s the brand went for a major overhaul and a repositioning
“The brand is about people and homes and
homes reflect the people living in it. Hence”
“Har Ghar Kuch Kehta Hai”
https://www.youtube.com/watch?v=KdzRjvdK67w

19. Asian Paints: The campaign was complemented by initiatives for moving from a
“Product-only” to “Service-also” space
Helpline
Colour
Guide
Colour
Stores
Asian
Paints
Mix n
Match
151 Shades
Colour
Consulting
• The brand rolled out its premium offering,
“Asian Paints Royale” in late 2000s
• https://www.youtube.com/watch?v=os95Us
CZEBw
Value with Volume

20. Asian Paints: The launch of Colour Ideas store and Colour world is one more step
towards servicifing a product
In 2009 the company introduced dealer-owned
Colour Idea stores. Unlike the traditional dealers
who sell through hardware stores where paint
cans jostle alongside hoes and hammers, the new
stores focus on matching customers to the right
color. They’re outfitted with color boards
displaying samples of interior and exterior finishes,
and there’s a color consultant on hand who
provides computer visuals showing how a room
will look once it’s painted with a certain color.
https://www.youtube.com/watch?v=TlSiHV9I6OU

21. Asian Paints: The brand continued to globalize with various acquisitions and JVs
• 1942 : A partnership
was established
• 1945: The partnership
changed to a company
• 1954: First Plant set
up in Mumbai
• 1967 : APL becomes
market leader
• 1978 : Entered Fijian Market
through a JV
• 1982: Entered Tonga, an
island in South Pacific
• 1982: Went Public; Share
issues
• 1983: Entered Nepal
• 1985: Entered Solomon
Islands
• 1995: AP enters Australia
• 1996: 50:50 JV with PPG for
automotive Paints
• 1998: Restructuring
• 1999: Entered Oman
• 2000: Acquired Pacific Paints in
Australia
• 2002: Acquired SCIB chemicals
in Egypt
• 2002: Acquired Berger
International and its 11
subsidiaries in Singapore

22. Asian Paints: The brand’s global movements are being complemented by giving its
visual architecture a revamp
- At the heart of the new logo, is the ribbon which flows to create the lower case letters 'a' and 'p'
- The ribbon's design is meant to highlight the easy flow, smoothness, dynamism and possibility
that their solutions and offerings will provide
- The ribbon has bright colours red, orange and purple giving it a nice contemporary feel
- The word 'asianpaints' with the 'p' shown with some dripping paint it still retained from the
previous logo but unlike its predecessor, the term paints is in red not yellow

23. Asian Paints: The brand is currently reinventing itself in digital space

24. Asian Paints: The brand is currently reinventing itself in digital space
The digital communication is targeted at the
purchasers in the age group of 31 +
Customer conversions in digital space is skewed
towards male population
Source: SocialAnalytics 360

25. Asian Paints: The brand is trying to move from “Product-First” to “Décor-First” space
• Home décor in India is a $20 Billion industry growing at a CAGR of 15 %.
• The purchase in this category is driven women. While women are the key decision makers, final
purchase is joint decision.
• Paint as one of the vehicles driving Home Décor
https://www.youtube.com/watch?v=BaZ66Zj2Exs

26. Asian Paints: The brand is trying to move from “Product-First” to “Décor-First” space
100 100
55 55 55
45 45 40 40
30
Volume Index of Associated Searches
Although the category volume search is increasing overtime, “Paint”
doesn't find relevance in associated searches
70
25
0
20
40
60
80
Home Décor Asian Paints
Category vs Asian Paints
Asian Paints gets significantly
less number of average
searches when compared to
the Home Décor category.

27. Asian Paints: The brand has product offerings across segments and spends heavily
on advertising and marketing

28. Thank You