Marketing Plan of Asian Paints Royale Emulsion

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COURSE: MARKETING PLANNING

EVALUATION OF MARKETING PLAN OF ASIAN PAINTS
Product: Asian Paints Royale Emulsion

Prepared by: Abhishek Jain 10P122 10P134

Under the Guidance of Dr. Avinash Kapoor

Debjit Ghosh

Deepika Mangla 10P136 Kandarp Suchak 10P144 Kartik Luthra 10P147 Naveen Kr. Jindal 10P153

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CONTENTS OF THE REPORT
1. Acknowledgement…………………………………………………………………… ………………………….3 2. Objective…………………………………………………………………………………

………………………..…4 PAINT INDUSTRY IN INDIA................................................................................8 KEY FEATURES...............................................................................................11 MARKET SHARE..............................................................................................13 WHY THE PRODUCT?......................................................................................14 SWOT Matrix for Asian Paints.........................................................................16 SWOT MATRIX FOR ASIAN PAINTS ROYALE EMULSION..................................18 TARGET MARKET AND CONSUMER SEGMENTATION FOR ASIAN PAINTS........23 MARKET RESEARCH THROUGH SAMPLE SURVEY...........................................24 STUDY AND ANALYSIS OF CONSUMER BEHAVIOR..........................................25 OTHER ANALYSIS...........................................................................................31 LIMITATIONS OF THE SURVEY........................................................................36 FUTURE SCOPE..............................................................................................36 MARKET SHARE OF ASIAN PAINTS IN THE LUXURY SEGMENT........................37 CUSTOMER SEGMENTATION..........................................................................38 CHARACTERISTICS AND MAJOR FACTORS......................................................39 CUSTOMER ANALYSIS....................................................................................39 MARKET PRESENCE........................................................................................43 MARKETING STRATEGIES...............................................................................46 MARKET POSITION..........................................................................................47

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MARKET PRESENCE........................................................................................50 MAREKTING STRATEGIES..............................................................................51 MARKET POSITION.........................................................................................54

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1.

ACKNOWLEDGEMENT

We would like to extend our gratitude to Dr. Avinash Kapoor for his invaluable guidance, support, and feedback during the course of conducting the market research which helped us successfully complete the project.

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2.

OBJECTIVE

The report is broadly divided into three sections. The first one deals with the SWOT analysis of the chosen company and the product. Secondly, we have studied and analyzed the behavior of the consumers in terms of buying roles, decision making process and kind of purchase behavior in order to understand the consumer mindset of the product. We have looked at the possible future trends in the product line. Thereafter, we analyzed the competition scenario and mentioned the competitors in this category, their product offerings in different sub-categories and their positioning. Finally, we have drawn conclusions about Asian paints Royale Emulsion and evaluated the marketing plan of the product. The report may, additionally, be helpful to any potential new entrants in the paint industry in India.

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3.

EXECUTIVE SUMMARY

In the report, we have presented an evaluation of the marketing strategy of Asian paints’ product Asian Paints Royale Emulsion. The aim of the report is to help the readers be acquainted with market strategies, consumer behavior and activities of...
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