Asian Paints

Topics: Paint, Titanium dioxide, Market Pages: 107 (21563 words) Published: April 28, 2011

The title of the project is “Data Analysis & Management of Demand Generation and Competitor Market Potential “.

Demands are wants for specific products that are backed by the ability and willingness to buy them. Demand for a product can be either by the end user or its intermediaries. In the paint market the network is as follows:


This simple network of Asian Paints shows that there can be either a pull or a push strategy. If the company adopts a push strategy it will not be successful in the long run if there is no end demand, i.e. by the end customers.

A pull is created when demand is created in the market and is the most beneficial. To implement such a strategy we have to first assess the needs of the market, judging the perception of customers and contractors and finding out new locations and convert them into new dealers so that there is more availability of the product in the market.

Opportunity analysis can be done by analyzing the construction sites to generate demand for the product by making the concerned aware of the benefits and wide range of products available for all possible segments.

Assessing competitor market and developing a strategy to kill or overcome competition is the second part of the report. The way to increase market share is by making sure that your product is available whenever and wherever needed. Opening new dealers in the market will take care of this. Expanding the dealer network helps in market penetration.

All the effort will be a waste if there is no demand from the end consumer of goods. The end customer is influenced by painters, contractors, advertisements, friends and family. So the main demand is generated by the end customer. The perception of the end customer is judged in the third part of the report. This shows the acceptance level of Asian Paints in the market.

The report finally gives recommendations to the company for future so as to improve its operations in the region as well on a whole.

Statement of Objectives

The entire report is prepared keeping in mind the following objectives:

1. To determine how Asian Paints can increase their sales in the Allahabad region.

2. Assess the perception of the consumer, the real source of demand generation.

3. Recommend a strategy to the company to improve its operations viz-a-viz its competitors—GNP & Berger.

Company Profile

Asian Paints is India's largest paint company and ranks among the top ten decorative coatings companies in the world today, with a turnover of Rs.25.6 billion (around USD 585 million). The company has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 22 countries and has 29 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 and SCIB Chemicals.

Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the 'Best under a Billion' award, to the company. Asian Paints is the only paint company in the world to receive this recognition. One of the country's leading business magazine 'Business Today' in Feb 2001 ranked Asian Paints as the Ninth Best Employer in India. A survey carried out by 'Economic Times' in January 2000, ranked Asian Paints as the Fourth most admired company across industries in India.

The company has come a long way since its small beginnings in 1942. Four friends who were willing to take on the world's biggest, most famous paint companies operating in India at that time set it up as a partnership firm. Over the course of 25 years Asian Paints became a corporate force and India's leading paints company. Driven by its strong consumer-focus and innovative spirit, the company has been the market leader in...
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