Document On Berger Paints Slide

COMPANY(BROFILE
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: www.asianpaints.com
Company ffist01Y
• 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. 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.
Contd..
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%
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
company
Nilay Verma Marketing Manager

Ms. Tarjani Vakil
Chairperson of
Abjit Bhattacharya Training Manager
P M Murty Mr. Ashwin Choksi Mr. Ashwin Dani
CEO Non-Executive Chairman Non-Executive
Chairman
NS (Subba) lyre
General manager
Human resource
Sudipto Mandal Senior HR Manager
Salil Chinghore Works
Manager
Jagannt.B. Production
Manager
Vision
u
Asian (Paints aims
to become one of the
topfive Decorative
coatings companies
world-wide by
leveraging its
expertise in the
highergrowth
emerging markets.
Simultaneously, the
company intends to
buildlong term value
in the
Industrialcoatings
business through
alliance with
establishedglobalpart
ner".
(Product (Pottfolio
Group subsidianes
APCO+ Company in South pacific island. AP
operates in Australia, Fiji, Tonga,Soloman
Island under brand name APCO.
BERGER It is a England Company. In 2002 became part

of AP
Contd
Egypt company which
became part of AP in
August 2002
Taubmans
US Company with equity
sharing with AP in 1997.
Pittsburgh Paints and Glass
Industries (PPG), USA
Fiji company became a
part of AP in September
2003.
Indian Manufacturing Plants
Sriperumbudur in
India
Asian Plants
Bharxiup
(Maharashtra) in
India
Asian Plants
Kasna (Uttar
Pradesh) in India
Asian Plants
Asian Plants
(Rohtak,
Haryana)
Overseas
Berger Plants
International Plams
Barbados B*irain Jamaica
Berger Intemational
Plants
Berger
Si ngapore
Trinidad
HRStrategies.
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
restrengthen competencies from within the organization.
Recruitment
Company is following aptitude test , group discussion
and personal interview for recruitment process.
Company is recruiting •
MBA Students fi»r marketing.
Bsc (chemistry),BE Mechanical &
Chemical students For production. CA and
Mcom för finance Dept.
Company has training centre in Mumbai for fresher's.

Marketing Strategy,
Company is using different techniques such as advertising Campaign, sales
promotion, personal selling, direct marketing and public relation to increase sales
A totalamount of85 crore is spent on the adcampaign by asian paint. Their particular
adcampaign 'Mera Walla Mue" "harghar kgch 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
SVRPLYCffA1ff
MANUFACTURER
WHOLESELLER
asianpaints
RETAILER
CUSTOMER
Market Share in India

• STRENGTH:
Market leaders with 55% market shares.

Strong in inventory control.
The pricing strateU 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.
v/ Innovation in developing new product is inadequate.
Weakness on the technology front in industrial paints.
V 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-techn010U compare to
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.

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COMPANY(BROFILE

Company Name: Asian Paints.

Head Quarter: Mumbai, India.

Key people: Mr. P.M.Murti CEO & MD.

• 1st February, 1942

Asian Paints embark on an ambitious mass marketing campaign,

• Asian Paints is more than twice the size of its nearest

• It is one of the most admired companies in India

• Asian Paints aims to become the 5th largest decorative paint

Nilay Verma Marketing Manager

BERGER It is a England Company. In 2002 became part

AP provide an open and interactive work culture to the

A sense of ownership and freedom to experiment at their

Company has training centre in Mumbai for fresher's.

Market Share in India

Market leaders with 55% market shares.

The pricing strateU is oriented to middle and lower end consumers.

Widest product range in terms of products, shades, pack sizes.

V In industrial paints, AP has only a 15% market share.

>Acquiring/ increasing market share in Industrial paint sector.

The automobile industry accounted for 50% of the industrial

Domination of few foreign companies.

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