Case Study On Asian Paints.pdf

How Asian Paint started and how it become the market leader and are the business and marketing tactics followed to become the largest manufacturer in Paint Industry.

2. ●Early back before during British raj India imported
paints from foreign countries.
●During that time only industry people used paints to
color their their factories.


●

3. ●Shalimar Paints
was the leading
Paint industry at
that time.
●This was owned
by the 2 British
Entrepreneurs
named AN Tuner
and AC Wright.

4. ●This was Until 1942.
●But after the World War 2 broke out,
The import of foreign goods that
includes paints were banned.

5. This lead to the birth of India’s 1st
local Paint Company named

7. ●Started by
– Champak lal Choksi
– Chiman lal Choksi
– Surya Kant Dani
– Arvind Vakil
●On 1st Feb,1942
●Manufactured paint at Garage of
Bombay.
●named as The Asian Oil and Paint
Co.
●The name was randomly picked
from Telephone Directory.

8. 1.What is the need for Making Asian Paints.
2.PLM phases of the selected product.
3.Collaboration of Product.
4.Product Data Management System of the selected
product.
5.Engineering Specification and Comparing.

9. ●There were 2 segments in Paint Industry

10. – This involves
1.Industrial Segment
which involves B2B
model.
2. Decorative segment
which involves B2C
model.

11. ●During the initial stages
Distributors refused to
buy paints from Mr
Choksi.
●So, He decided to sell
directly to the customers
which was generally in
the villages.
●In villages people use to
paint their horns.
●In South India people
painted their entrance in
red color.

12. As the demand
increased he set up
village distributor .
Soon Bigger distributors
approached him for the product.
Collaboration of the Product

14. During 1950’s Choksi came to notice a bigger problem in the
market .

15. This lead to the evolution of new product which was
exactly in between of these 2 product which fulfilled the
customer demand.

16. ●Extremely Cheap.
●Wouldn’t peel off
easily.
●Wouldn’t stick to
clothes.
●No Bad smell from
the paint.

17. “Don’t lose your
temper, use Tractor
Distemper.” This
slogan belonged to
the very first
campaign launched
by Asian Paints. The
campaign showed
the popular mascot
'Gattu' with a paint
bucket in his hand.

18. ●This ad led to a massive
market hit.
●The sale of the
company’s product sky
rocketed.
● Though the company
was profitable,from
1950’s to 1962 the
revenue grew in a CAGR
of 21% and margin grew
from 2% to 13%.

19. Engineering Specification

20. Product
Data
Management

21. Engineering Specification
●Asian Paints used it to collect data from every
single neighbourhood they have presence in
within India.
●The Supercomputer keeps track of what
colours,quantities, and then tin sizes are
selling for every hour , every single day.
●This enables it to sustain its remarkable cycle
of selling directly to the dealer by restocking
them 4 times a day.
●This lead to efficient management with the
dealers.

22. 3 Critical Factors for Asian Paints dominance.

1. Supply Chain Network
Nearly after 1960’s Asian paints tried to
remove stockist and distributors, supplied
products directly to dealers.
Manufacturer
Dealers

23. 2. Distribution of Tinting Machine to Dealers

●While most company charged heavy cost
for tinting machine while Asian Paints bear
the cost of setting up the machine in the
Dealers Shop.
●This led to the availability of wide variety
of shades of colors and no need of
stocking of different shades of colors.
●This led to the fulfillment of in demand of
different shades of colors to the customer
within less time.

24. 3. Credit Financing

●Asian Paints came with a scheme
of buy now and pay later option.
●The Dealers get 180 days of credit
period to their bill.
●Even they introduced discount
model named REGULAR
PAYMENT PERFORMANCE
DISCOUNT on the credit bill
period if the dealers pays within
30 days.

27. Asian Paints now collaborated with Sight Machine
which will further help in improving the data and
prediction using the Machine Learning and Artificial
Intelligence .

28. COMPARISON WITH OTHER COMPANIES

31. Future Plans of Asian Paints
●The Company wants to come under the list of Top 5
Paint companies in the world.
●They are planning to expand in kitchen ware,Home
Decor and furnishing segment.
●Asian Paints are planning to make products in DIY
segment .