Asian Paints

COMPANY REVIEW
NIJITH. N. T 20007
ABOUT ASIAN PAINTS

Asian Paints is India's largest paint company and Asia's third largest paint company A turnover of Rs. 77.06 billion Asian Paints operates in 17 countries and has 24 paint manufacturing facilities in the world servicing consumers in over 65 countries Asian Paints subsidiaries are Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.
HISTORY
Founded in 1942 by 4 friends on Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil 'The Asian Oil & Paint Company', a name picked randomly from a telephone directory They started manufacturing paint in a garage on Foras Road, Bombay It was converted into a public limited company in 1973
GROWTH
1945: Asian Paints touches a turnover of Rs. 3,50,000 1954: GATTU, was born company got its 1st international contract from Balmer Lawrie 74: modernization in layout of machines, balancing equipment and replacement of old machinery.
TODAY
Its the 10th largest decorative paint company in the world The Bhandup(Maharashtra) plant is reportedly the largest single paint factory in the country With 27 manufacturing locations, over 2500 SKU's More than 4700 employees Largest range of colors 127 shades of green, 206 shades of blue, 118 shades of yellow and many other colors
PAINT MARKET
Indian paint industry can be broadly divided into two segments: 1. Decorative segment: constitutes around 75 % of the total paint industry. Asian Paints is the market leader with around 44% share 2. Industrial segment of 25%, Nerolac is the market leader with 41% market share
MANUFACTURING UNITS INDIA
Asian Plants Bhandup (Maharashtra) in India
Asian Plants Kasna (Uttar Pradesh)
Asian Plants Sriperumbudur, Tamil Nadu
Asian Plants Rohtak, Haryana
OVERSEAS
Berger International Barbados
Berger International Bahrain
Jamaica
Singapore
Trinidad
ASIAN PAINTS- THE BRAND

Positioned as a brand with largest range of colors To show the variety of color and shades they showed the face of KATHAKALI dancer and the flags of different countries After conducting a research AP analyzed that in northern India houses are a status symbol
SUBBRANDS
Company in South pacific island. AP operates in Australia, Fiji, Tonga, Soloman Island under brand name APCO.
It is a England Company. In 2002 became part of AP
CONTD
Egypt company which became part of AP in August 2002
US Company with 50:50 equity sharing with AP in 1997.Pittsburgh Paints and Glass Industries (PPG), USA Fiji company became a part of AP in September 2003.
MARKETING
Region Specific ADS. Started in W.Bengal, thanks to its' Sharad Sarnman Puraskar for the best Durga Puja Bengal has strong cultural identity of its own so they used Bengali alphabets in the walls, a volume of Rabindranath Tagore's collected works- with an AP shade card for a book-mark
pandals in different neighbourhoods.
CONTD
Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category Consumers felt that paints could change the mood of the space and it was a sign of festival From this insight came the campaign of Asian Paints associating itself with festivals "Celebrate with Asian Paints- different campaigns for different regions
REINVENTION
During the late nineties the brand was reinvented. Because no longer festivities formed an important part and many brands went after festival seasons A wonderful positioning strategy, Har Ghar Kuch Kehta Hai followed by Har Rang Kuch Kehta Hai
SALES AND DISTRIBUTION

Had their presence in 3500 big and small cities across the country 15 Distribution Centre(s) served 60 Depots The 60 Depots (each depot had a branch manager supervising several sales persons (70 sales offices)) Serving 25000 dealers across the country
INNOVATIVE MARKETING
1998: AP launched One stop Color shops concept COLOR WORLD Offered various services to customers
4000 such shops were opened COLOR GUIDE , COLOUR IDEAS, COLOR CHEF HELPLINES & HOME SOLUTIONS
PROMOTIONAL STRATEGIES
FINANCIAL INDICATORS
ITEMS SALES TURNOVER NET SALES NET PROFIT EPS DIVIDEND(%) 2011 (Cr) 7244.59 6602.02 775.15 80.81 320 2010 (Cr) 5794.00 5367.72 774.50 80.74 270 2009 (Cr) 5042.49 4510.12 362.36 37.78 175
FINANCIAL RATIOS
ITEMS CURRENT RATIO QUICK RATIO DEBT-EQUITY RATIO INVENTORY TURNOVER RATIO ASSETS TURNOVER RATIO 2011 0.93 0.34 0.03 7.08 4.25 2010 0.89 0.38 0.04 7.95 4.68 2009 1.13 0.59 0.06 9.80 4.18
HUMAN RESOURCE
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.
RECRUITING
Company is following Aptitude test , Group Discussion and Personal Interview for recruitment process. Company is recruiting : MBA Students for marketing. Bsc (chemistry),BE Mechanical & Chemical students For production. CA, MBA & M. com for finance Dept. Company has training center in Mumbai for fresher's
SWOT ANALYSIS
STRENGTH:
Market leaders with 44% 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:
Still paint is seen as a luxury brand in India
Innovation in developing new product is inadequate in their Industrial segment Weakness on the technology front in industrial paints
In industrial paints, AP has only a 15% market share
OPPORTUNITIES:
Acquiring/ increasing market share in Industrial paint sector.
THREATS:
Competitors have gone in for hi-technology compare to AP. The automobile industry accounted for 50% of the industrial markets.
Domination of few foreign companies.

Competition is catching up fast, hitech 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- Bhandup Plant
The TWM centre showcases live working models on water conservation and rainwater harvesting. Asian Paints provides expertise to citizens free of charge to implement rainwater harvesting and total water management solutions.
CONTD
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 Ankleshwar Gujarat: i. provided infrastructure support to this school ii. conducted Vaccination and Health camps iii. established The Mobile Medicare Units (MMU) for the treatment of senior citizens.
REWARDS
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.
The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005.
CONTD
Received the Ernst & Young "Entrepreneur of the Year Manufacturing" award in 2003
Ranked 24th amongst the top paint companies in the world by Coatings World - Top Companies Report 2006 Asian Paints received the Best Audit Committee Award from the Asian Centre for Corporate Governance & Sustainability (Feb 2011)

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COMPANY REVIEW

ABOUT ASIAN PAINTS

MANUFACTURING UNITS INDIA

Asian Plants Bhandup (Maharashtra) in India

Asian Plants Kasna (Uttar Pradesh)

Asian Plants Sriperumbudur, Tamil Nadu

Asian Plants Rohtak, Haryana

Berger International Barbados

Berger International Bahrain

ASIAN PAINTS- THE BRAND

It is a England Company. In 2002 became part of AP

pandals in different neighbourhoods.

SALES AND DISTRIBUTION

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

Still paint is seen as a luxury brand in India

Domination of few foreign companies.

CORPORATE SOCIAL RESPONSIBILITY

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