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+
Asian PaintsCommunication through the years
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+Indi n int M rk t
Sales
N rol c(20%)
Asi n p ints(46%)
ICI(11%)
J&N(2%)
B rg r(17%)
Sh lim r(4%)
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+ Asian Paints: ar et Share
Among the top 10
decorative
coatingscompanies in the
world.
Indias largest paint
company and
leaders in 10overseas mar ets
Operates in 24countries with 30
paint mfg facilities.
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+Brand Personality
Asian paints is aboutpeople who invest emotional
energy in creating theirhomes.
Asian Paints is about homes which reflect the taste
and love of their o
wners/residents.
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+Target Audience
Demographics
Region: India, urban populationOccupation: Service/working professional/self-employed
Gender: MaleReligion: InsignificantSocial class: Upper Middle and upwardsSEC: B and upwardsFamily life cycle: Middle aged
Behavioural
Occasions: When looking to paint the interiors ofhis house (usually there is anupsurge with new construction and during festive seasons like Diwali and Holi)User status: First time userLoyalty status: Not definedReadiness Stage: Relatively informedAttitude toward product: Low-involvementAttitude toward brand: Trusting, has high-recall value
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+Brand Development
a) 1942-1967 : Evolution Phase
b) 1967-1982 : Extension & Consolidation Phase
c) 1982-1986 : The Years of Excellence
d) 1987-1997: Moving Closer to the Consumer
e) 1997-1999: Changing Rules of the Game
f) 1999 onwards: The New Asian Paints
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+Landmar Campaigns
1960s Gattu as a Mascot
1982-1986- Spectrum of Excellence
1987-1997- Celebrate with Asian Paints
Late 90s- Har Ghar Kuch Kehta hai
Badhiya hai campaign
Latest- Color Next Campaign
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+Gattu as a ascot
The situation:Asian Paints had a wide range of brands/sub brands
in the late 60s.
The focus: Product innovation, service network and managing
quality proposition.
Mascotadopted: Gattu-t
he misc
hievous little boy
with
a paint brush
was created by the cartoonist R.K. Laxman.
Result: It became a brand leader during the late 60s.
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+Celebrate with Asian Paints
Consumerinsight: Paints could change the mood of the space
and it was a sign of festival and plenitude. It could make a gloomy
place bright and pleasant
Core Idea:Customers tend to repaint t
heir
houses on t
he occasionof festivities.
Positioning:Associating celebration of festivals with Asian paints.
Results:
Effectively enhanced the brand equity of Asian Paints. Established it as a premium brand.
Ensured an emotional connect with a brand in a low involvement
category.
Phased out many sub brands.
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+Celebration with Asian Paints to
HarG
har Kuch Kehta HaiRepositioning
The consumer changed.
Festivities no longer important
Too much clutter around the festival platform reduced the
uniqueness of the proposition.
The painting itself became less seasonal.
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+Har ghar uch ehta hai
Home is a reflection of your personality
Consumerinsight: People were spending a far greater deal of
time, energy and effort in doing up theirhomes as they felt that
theirhome was an extension and a reflection of their
personality.
Core Idea: Capturing the emotion ofhome making.
Positioning: The campaign captures and reflects the emerging
trend of consumers becoming very involved with theirhomes
and with everything that goes into making that house a home.Asian Paints wanted to be a part of this home making process
and the idea was to position paint as a very important
contributor to home dcor.
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+Popular ads
A father doing up the house with colours while his family was
away.
Laal rang(the colour red) meaning different things to differentpeople.
The Cutting Shutting commercial.
A grandmotherwithher grandchildren in the Dadi-Chocolate
Wall film.
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+Badhiya hai Campaign
Winner of Silver Effie
Consumer Insight: Longevity of paint to help consumer achieve
social appreciation for ones house.
Core idea: Paints perceived beyond colour to something thatwithstands dusty weather, extreme rains and harshwinters.
Positioning: Time Proof Beauty paint.
Result:
A 24.7% increase in net income of Asian Paints in FY 2002-03.
Badhiya hai becomes part of consumer lexicon.
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+
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+Colour Next
Consumerinsight:Consumers are seeking ideas on how to
indulge with not just paints, but also the entire experience of
home dcor.
Core idea:A celebration of colours that adorns ones
imagination to fuel desires of the target group.
Positioning:Ultimate home decors and color experts.
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+Colournext concept store
Invites guests to choose a colour from a series of pedestals. Motion sensors hidden within each pedestal send apulse of the selected colour up through the archway lights and across the faade, creating constant colour shiftsthroughout the whole store-front.
The first section of the store is full of interactive features, which seek to educate visitors on how the rightcolour, coupled with the right kind of lighting, can transform and affect space.
The store then takes the visitors through different styles of room sets (modern styling, traditional Indian, and so on)and lets consumers experience how they can achieve the same look, with the right interiors and colours.
For kids, the store offers a space, Kid's World, where they can play with their own set of colours.
At the end of the store journey, there are colour consultants who will answer consumers' queries. The store alsohouses Asian Paints Home Solutions, whichwill further guide the consumers in executing their plans.
Provides consumers with information on where the accessories have been assembled from.
For promoting the store, the company has dabbled in some outdoor advertising, but, according to Syngle, isdepending more on the word of mouth publicity.
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+Colournext icrosite
Won the prestigious 'outstandingwebsite' award in the
consumer goods category at the Internet Advertising
Competition Awards
The Asian Paints' ColourNext 2009 microsite conceivedand designed by Indigo Consulting.
Works on the premise of letting the consumer's
imagination go wild with the colours.
Takes into account varied parameters like internationaltrends, lifestyles and new product developments, every
year a team of experts at Asian paints conducts a detailed
research to ascertain the emerging trends in home dcor.
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+
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+Communication strategies
adopted over the years
GATTUdroppedas a logo to give a mass market appeal.
N
ew logo designed by Enterprise IG Singapore adopted togive an upmarket, modern, urban more dapper image.
Launch of an Asian Paints Helpline, a service to fulfill theinformation needs.
Launch ofRetail Shops offering a series of decision making
tools and shade options along with a communication campaign.
Investingin technologyto improve supply chain efficienciesand giving a platform to enter into some CRM initiatives.
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+Recent communication strategies
Colour world
Over 10,000 colourworlds installed in the country.
Asian paints home solutions
From paint to a painted wall
Now launched in 13 cities across the country.
Kids world
Royale play
Samplers
Colour next
Signature store
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+Summary
Asian paints has succeeded in establishing thought
leadership in the paint segment through:
Clutter brea ing positioning.
Constant innovation & revamp
Emotional connect.
Brand engagement.
High brand recall through constant advertisements.
High brand equity.
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+ Thank you!Apeksha Choudhury (128)
Mohita Kukreja (41)
Division: A