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
2
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... [continues]
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
2
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... [continues]
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