Asian Paints I LTD

Presented By, Group 12
11/22/2012 1
Company Profile
Company Products Established Founder C.H. Choksey, C.N. Choksey, S.C.Dani Arvind R. Vakil Distribution Production Plant
Asian Paints (I) Limited
Decorative Paints, Industrial Coating segment
1942
Serves in 65 countries Globally
29 plants in 22 countries
interiors
11/22/2012 2
Paint Industry- Porters Five Force Model

Substitute: Low to Medium
Supplier Power: Medium
Rivalry: Low to Medium
Buyers Power: Medium
Entry Barriers: Medium

11/22/2012 3
Product Portfolio
Asian Paints
Paints
Chemicals
Decorative Paints
Industrial Paints
Pentaerythritol
Pathetic Anhydride
11/22/2012
BCG Matrix & Ansoff Matrix

BCG Matrix
High Growth High Share Low Share
Low Growth
Ansoff Matrix
Present Mission
Present Product
1. Research & Development
New Product
1. Royal Play
2. Green Assure 3. Your Voice 4.Home Solution

1. Establish market in Trinidad
2. Metallic 3. Cement Paint Primer
1. Backward integration with
New Mission
11/22/2012
2. South Pacific with Tubmans
pigment producer
5
Market Share of Recognized Companies

Market Share
Asian Paint Nerolac Berger Other
17%
17%
11% 55%
11/22/2012
SWOT Analysis
Strength Weakness
Brand Name of 68 Years Low market share in Strong Inventory Control Industrial Paints Operates in 23 Countries Old Technology Wide Range 8500+ colors Wide network - 19000+ dealers Highest manufacturing Capacity
Opportunities
Increasing Market share in Industrial Paints Automobile Companies has biggest share in Industrial Paint
11/22/2012
Threats
Dominance of few countries Increasing Competition
7
Value Chain Primary Activities

Marketing & Sales: Sales Person market products of Asian Paints through B2B business, Advertising Campaign Returned items customer feedback: Asian Paints (I) Limited looks forward for feedback from dealers and launched many products as per buyers requirement E.g. Utsav Enamel for rural market
Inbound Logistics: Raw Materials Purchase order & arrival of goods within 72 hours
Operations: Require 13 days to convert raw materials into finished product
Outbound Logistic: Finished goods delivery to Depot within 48 hours of their demand
11/22/2012
Value Chain Support Activities

Firm Infrastructure
Promotors Contribution in its shareholding pattern make firm cost effective Leadership in market enable company to reduce Fixed Cosst per unit
Human Resource
Employees are treated as associates of company Trained Chartered Accountant & highly qualified MBA grads are part of management team
One of the best Research & Developement unit of India Technology Better infrastructure & set up of factory enable maximum utilisation of resources
Development
Delivery of finished product within 48 hours of purchase order Procurement Better infrastructure & set up of factory enable maximum utilisation of resources
11/22/2012
Porters Generic Strategy

STRATEGIC ADVANTAGE S T R Industry wide A T E G I C T Particular segment A only R G E T
11/22/2012
Uniqueness perceived by the customer
Low cost position
Delivery of orders should fulfil Asian paints (I) limited within 48 hours from order placed provide products at low by customer cost with superior quality.
Texture Paints & metallic Unique advertising campaign & Paints are created from product development for rural same pigment used for market E.g. Utsav Enamel & industrial paint Distemper Colour World concept B2B marketing by industrial used to reduce inventory & brand PPG ENZA wastage cost of decorative paints
10
Sustainable Competitive Advantages

Marketing Strategy
Human Resource Strategy Manufacturing Factor Information Technology Research & Development Environment & Safety
11/22/2012
11
Responses to Threats to Sustainability

Responses to Imitation
Size Economies Retaliation Upgrading
Responses to Substitute
Straddling Defending
Value
Added
Appropriate
Responses to Slack
Offering Performance Incentives Shaping norms
11/22/2012
Value Added
Responses to Hold-up
Integrating Building Mutual Dependence Developing Trust
12
Conclusion
Company enjoys sustainable Competitive Advantages with current business strategy Companies commitment of delivery of orders is creating differentiation with competitors Company maintain high quality product Straddling strategy provides company advantage
over substitute
11/22/2012 13
11/22/2012
Thank You
14

Asian Paints I LTD

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Presented By, Group 12

Asian Paints (I) Limited

Decorative Paints, Industrial Coating segment

Serves in 65 countries Globally

Paint Industry- Porters Five Force Model

Supplier Power: Medium

Rivalry: Low to Medium

Buyers Power: Medium

Entry Barriers: Medium

BCG Matrix & Ansoff Matrix

2. Green Assure 3. Your Voice 4.Home Solution

2. Metallic 3. Cement Paint Primer

1. Backward integration with

2. South Pacific with Tubmans

Market Share of Recognized Companies

Value Chain Primary Activities

Operations: Require 13 days to convert raw materials into finished product

Value Chain Support Activities

Porters Generic Strategy

Uniqueness perceived by the customer

Low cost position

Sustainable Competitive Advantages

Responses to Threats to Sustainability

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