ASIAN PAINTS

Company Name: Asian Paints.
Type: Public Ltd.
Industry: Paint.
Founded: 1942
Head Quarter: Mumbai, India.
Key people: Mr. P.M.Murti CEO & MD.
Workforce: 4700
Website:

COMPANY HISTORY 1st February, 1942 Champaklal H. Choksi, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on Foras Road, Bombay. They name their company 'The Asian Oil & Paint Company. 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% PRODUCT PORTFOLIO

PAINT INDUSTRY Paint industry estimated at INR 135bn. •Unorganized sector accounts to 35% of paint market. •Volume growth estimated at 15%. •India’s share in the world paint market is 1.6%. •Per capita consumption of paint in India is 1.2kg/annum. ASIAN PAINTS TODAY Asian Paints becomes the 10th largest decorative paint company in the world Asian Paints is more than twice the size of its nearest competitor. It is one of the most admired companies in India Present in 22 countries with 27 manufacturing locations. Asian Paints aims to become the 5th largest decorative paint company in the world. FOUNDERS OF THE COMPANY P M Murty CEO &MD Mr. Ashwin Choksi Non-Executive Chairman Mr. Ashwin Dani Non-Executive Vice Chairman NS (Subba) lyre General manager Human resource Sudipto Mandal Senior HR Manager Salil Chinghore Works Manager Jagannt.B. Production Manager Nilay Verma Marketing Manager Abjit Bhattacharya 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”. DIAGRAMMATIC REPRESENTATION OF MANAGEMENT

INTERNATIONAL PRESENCE

MANUFACTURING PLANTS IN INDIA

INTERNATINAL PLANTS

HR STRATEGIES A talent pool of over 4700 employees employed across 23 countries bring in a unique blend of mindsets and skills. AP provide an open and interactive work culture to the employees to bring out the best. A sense of ownership and freedom to experiment at their workplace brings out creativity and innovation in every individual. Excellent training is provided to develop leaders and re-strengthen competencies from within the organization. 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. SUPPLY CHAIN

MARKET SHARE

SWOT ANALYSIS STRENGTH:  Market leaders with 55% market shares.  Strong in inventory control.  The pricing strategy is oriented to middle and lower end consumers. Widest product range in terms of products, shades, pack sizes.  Comprehensive nation wide coverage of the market. Brand name with 68 year experience. 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. OPPURTUNITY

• 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

• Domination of few foreign companies.
• Competition is catching up fast, hi-tech facilities gives abundant choices.

CORPORATE SOCIAL RESPONSIBILITY

Environment and Safety:

Asian Paints approaches the environment issue from the perspective of waste minimization and conservation of resources. Thus, the continued attempt is to reduce, recycle and eliminate waste, which results in less and less waste being generated.

Total Water Management

 We propagate some methods to help you conserve water Asian Paints has built a Total Water Management (TWM) Centre, at its Bhandup manufacturing facility, which is the first of its kind in the entire country.

 The TWM centre showcases live working models on water conservation and rainwater harvesting. Asian Paints provides expertise to citizens free of charge

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

AWARDS AND RECOGNITION

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 .

FUTURE PLAN

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.