Integrated Marketing Communication

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Assignment : Brand building through an Integrated Marketing Communications program.

Topic : A FMCG Brand ( Asian Paints )

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Company Introduction : Asian Paints is India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 77.06 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 17 countries and has 24 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.

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 alliances with established global partners.

Long Term Communication Objective : Communication objectives are as follows

1. To create awareness about eco friendly paint.

2. Differentiation of Asian Paint’s products from competition.

3. Facilitating a stronger consumer brand connection.

4. Enhancing the Brand Equity.

5. Increasing the market share.

Strategic Plan : Strategic plan for each element of marketing communication mix are as follows

1. Product : The company should offer the wide range of products in order to satisfy the need of the consumer. Refers to the benefits of buying a product.Quality,features,design,packaging and range of products

o Acrylic Putty : Used to make the surface smooth and even.

o Primers : Both interior and exterior primers are essential for the substrate preparation and to prevent the wall from efflorescence and to enhance the adhesion.

o Interior Paints : Interior paints with different sheen is important as some customers like low gloss and few customers like high gloss products.

o Exterior Paints : Exterior products with good durability.

o Metal surface and wood surface coatings.

o Automotive coatings

o Floor Coatings

o Protective Coatings

o Road Markings

o Powder Coating

o Glowing Paints for Kids room

Asian Paints different product Brands : Ace & Apex Apcolite ,Apex ,Apex Ultima, Asian Premium Gloss Enamel, Royale Play,Tractor Emulsion Utsav etc

Many International brands have started their business in India.Key Brands

- Jotun Paints

- Sherwin Williams

- Nippon Paints

Asian Paint should include the following products in their SKU in order to meet the global competitions.

o High gloss products in water based segment.They can match the products offered by Sherwin Williams in India.

o Roof Paints which will lower the surface temperature.This type of product will be very successful in most parts of India where temperature is very high during summer.

o Low VOC paints which will be eco friendly.

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2. Price : Company is having excellent presence in both the markets – Mass market and Niche market.Company is having various price range products to cater the customers from all segments.

Asian Paints Decoprime – Rs. 110 / Litre

Asian Paints Premium Emulsion – Rs. 201/Litre

Asian Paints Apex Ultima – Rs. 275 / Litre

Asian Paints Royal Luxury Emulsion- Rs. 370 / Litre

Asian Eco friendly Emulsion – Rs. 400 / lItre.Consumers who are concern about environment, will be willing to pay little extra for the greater cause.

Different Pricing Strategies based on the business situations.

• Competition – basing prices on those...
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