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Vision of Asian Paints: 

Vision of Asian Paints “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.”

Case Facts : : 

Case Facts : The Indian Paints industry Rs. 6600 crores. Asian Paints –Market Leader( 44% Share) Wood Finishes market Rs. 300 crores 1. Solvent-based and Water-based 2. Matt and Gloss 3. Spray-on and Brushable

Types of Wood Finishes and their Market Share in India: 

Types of Wood Finishes and their Market Share in India

Water Based PU Wood Finishes: 

Water Based PU Wood Finishes Advantages : Environmentally safe Brushable Extra training not essential No odour (associated with Solvent ) Not hazardous to health Does not yellow over time Disadvantages : Not as durable as Solvent More Expensive Less protection from moisture

Current and Potential Competition: 

Current and Potential Competition Current Competition: Sheenlac ,Pidilite , Sirca , Linea Coats, ICA, MRF Tyres Potential Competition: Goodlass Nerolac, ICI Paints, Berger Paints



SWOT Analysis: 

SWOT Analysis


Strengths Brand Image of Asian Paints Market Leadership (44 %) Distribution Network Inherent advantages of water based wood finishes (environment friendly etc.)


Weaknesses Low Awareness about wood finishes. Inherent weaknesses of the product (less protection from moisture etc.)


Opportunities Boom in Construction Sector, especially international styles of living Consumers becoming conscious in terms of aesthetics and lifestyle.


Threats Non-wood materials like plastic, cane, acrylic, wrought iron etc. used for furniture. Materials like laminates being used to coat wooden surfaces.




Consumer Survey

Consumer Survey Objectives: 

Consumer Survey Objectives How Consumers perceive the product on the involvement and thinking/feeling dimensions ? Who is the influencer / decider ? Consumers perception of Factors like Durability , Safety , Health, Environment and the price they are willing to pay for it.

Survey Details : 

Survey Details Sample size: 238 Conducted in Mumbai, Delhi, Lucknow and Bangalore Questionnaire Method Convenience Sampling Sample profile : SECs A &B Statistical tool used : SPSS (v 11.5)



Decision-maker regarding brand: 

Decision-maker regarding brand


Importance of cost of wood finish

Importance of Brand: 

Importance of Brand

Preference of Finish: 

Preference of Finish

Importance of durability: 

Importance of durability

Importance of Ease of Application: 

Importance of Ease of Application

Importance of Safety, Health and Environment (SHE).: 

Importance of Safety, Health and Environment (SHE).

Awareness of water-based PU: 

Awareness of water-based PU

Analysis of Consumer Survey : 

Analysis of Consumer Survey Influencers: Carpenter, Polisher, Contractor Low frequency of painting / recoating the house Low awareness about wood finishes Very low awareness for Water-based wood finishes

Analysis (Contd.): 

Analysis (Contd.) Awareness about real impact of cost not clear. Matt finish preferred over gloss finish. Majority have concerns over safety , health & environment but are ambivalent on the investment they are willing to make for the same. Note: Derived out of the open ended question in the questionnaire


Carpenters/ Polishers/ Contractors Interviews ( Sample Size : 32 Location : Mumbai )


Water based wood finish …iske baare mein nahi suna.. Aaj Kal koi scheme nahin hai hummare liye Aaj Kal Matt finish ka hi zamana hai … Gloss finish chalta hai …lekin matt finish usse zyada chalta hai Customer ko nahi maloom…sirf kareegar ko pataa hota hai… Finish hi sabse badiya hai…polish to low society ke log karaate hai Kai Baar Polish karte hue saans ki takleef ho jaati hai..


Findings Finishes were considered more durable when compared with polish. Matt effect was better with finish than with polish. Matt finish was preferred over gloss by customers. Both SEC A and SEC B preferred matt finish.


Contd. General opinion was that Customer knowledge about product category was extremely low. There was a general view that solvent based wood finish was not safe and lead to allergy etc. Most respondents had no knowledge of water-based PU wood finish.



Target Segments: 

Target Segments Carpenters Polishers Contractors Interior Decorators End Consumer SECs A & B ‘Lifestyle-oriented’ ‘Quality-conscious’

Positioning : 

Positioning “A premium easy to use wood finish which offers unmatched quality and is in harmony with nature .” Tag Line ‘‘In harmony with nature’’

Brand Name :: 

Brand Name : Asian Paints Nature’s Touch A Premium Brushable Water Based PU Wood Finish Rationale: The product is environment friendly and brings out the natural beauty of the wood .

Pricing & Product : 

Pricing & Product Pricing : Pricing should be at same level as that of solvent based PU wood finish . Rationale : Need to create awareness Initiate trials Maybe at later stage of PLC the price can be revised upwards as volumes pick up.




Product : Benefits regarding durability must be equivalent to that of solvent based wood finish .

Communication Strategy: 

Communication Strategy Objectives B2B B2C B2B communication strategy To generate product awareness. Give an incentive to influencer to push/suggest product. To initiate trial. B2C communication strategy To increase knowledge about category. To involve consumers in the purchase process. To convert product from low involvement to high involvement.

Media Selection for Advertising: 

Media Selection for Advertising Magazines Special interest magazines like Inside Outside, Design and Interior as well as inflight magazines. Direct Mail Mailers to customer database already available with the company.


Contd. Internet Website: Separate link on the company website. Banners: On related websites like Outdoor POP displays. Posters and sign-boards outside furniture markets.

Promotion Strategy : 

Promotion Strategy Glow-signs and other promotional material at large hardware stores. Conventions/Workshops for Architects and Interior Decorators Workshop for carpenters To build awareness and product demonstration and offer incentives to promote usage

Tie Ups : 

Tie Ups Tie-up with Builders: Hiranandanis, Ansals, DLF- to promote product usage in their fully furnished flats on sale. Tie-up with Corporates and Hotels: To initiate talks for getting contracts for revamp and maintenance of their office furniture. Tie-Up with major furniture manufacturers/retailers to use the product

PR Activities: 

PR Activities Press conference: journalists to be invited for an information and question-answer session. Press releases and press kits to be issued. Press Publicity : articles in the media about its eco friendliness , no negative effects on health and safety of users and applicators

Creative Strategy : 

Creative Strategy The role of Creative Strategy would be to: Provide information. Establish the positioning. Bring about change in consumer behavior.

The Creative Brief: 

The Creative Brief Objective: Build Brand Awareness Theme: Nature’s Touch is the only Environment-friendly PU Wood Finish available. Support: No Odour; Non hazardous; Does not emanate fumes; Does not yellow over time; Non oil-based.

Media Budget: 

Media Budget

Alternative Distribution Channels: 

Alternative Distribution Channels Exclusive “Asian Paints-Furniture Clinics.” One furniture consultant per Clinic. Provision of labor, with Branded uniform, to provide doorstep service. ‘Furniture Corners’ in furniture retail outlets.


Organized retailers like Shoprite, Big Bazaar, Lifestyle etc. Direct selling through the existing Asian Paints helpline, Home Solutions. Large Building Contractors who provide furnished flats Contd..


Dealers: - Sehgal Enterprises(2508116), Jain Iron Store(220488);-Jain Trading Co(2216753), Jainsons Traders(203104), Goyal Paints & H.W(2210072), Garg Paint & H.W Store(2221327), Garg Paint & H.W Store(2221327), Goyal Iron Store(2216001), N.K.Traders(2353144), Delhi Paint And Hardware Store(2214446), Jainson Paint & Hw Store(2221831), Punjab Building Store(2211843) Has your wood got Nature’s Touch ? Environmentally safe. Brushable and easy to apply. Provides durability. Gives the furniture an exquisite and elegant look i.e the look it deserves. Doesn’t yellow over time. Doesn’t emit harmful odour. For dealership and more details: Call on Toll free no.: 1 - 600 - 22- 5678 Website: Premium Brushable Water Based PU Wood Finish


Call Asian Paints Home Solutions at 1 - 600 - 22- 5678 Premium Water Based PU Wood Finish Give your furniture Nature’s Touch…


Has your wood got the Nature’s Touch…………….. For dealership and more detail: Call on Toll free no.: 1 - 600 - 22- 5678 Website:


THANK YOU Aparajita Bahadur Mayank Dwivedi Rajat Mittal

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