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Welcome Marketing Plan submitted by Francis Pinto Shilpa Kulkarni Pradnya Morje Amol Rane Tushar Wadivkar Aditya Divadkar 17 31 36 43 57 58 Asian Paints (I) Ltd. India’s largest manufacturer of paints Leader in the paint industry for over three decades, controlling 45% of the Indian paint market. It out performed industry growth during the year 2002 New product launches and excellent growth in exterior finishes have been the key driver of growth. Global Reach Asian paint is present in 24 countries across the globe as : Asian Paints India Sri Lanka Bangladesh Nepal Oman Mauritius Apco coatings Australia Vanuatu Fiji Tonga Soloman Island Berger Baharin Hongkong Malta Thailand Barbados Jamica UAE Singapore China Malaysia Trinidad & Tobago SCIB Chemicals Egypt Asian Paints Industrial Coating Limited ( APICL ) • A wholly owned subsidiary of the company was incorporated on 1st October, 2001 and acquired the powder coatings business of Hawcoplast Chemicals Ltd. • The acquisition has been funded from acquits of Rs. 80 million and a loan of Rs. 60 million financed by Asian Paints (I) Ltd. • The subsidiary commenced operations with effect from 1st November 2001. It sells its products under the Hawcoplast & Apcoshield brand names. Industrial Paint Market (2002-2003) (Value in crores) Non-Automotive 771 Automotive 730 Total Market 1501Cr Auto Industrial Coatings (02-03) MS among Top 6 Competitors Goodlass Nerolack 49% Berger 7% APIL 21% BASF 7% ICI 16% J&N 0% Non Auto Industrial Coatings (02-03) MS among Top 6 Competitors Berger 31% J&N 8% Akzo 17% Goodlass Nerolack 19% APIL 16% Shalimar 9% Paint Market • Low market penetration • Worldwide technology not available • Huge scope of market development • Absence of product hierarchy based on benefits – largely based on price • Network driven market, not consumer driven Powder Coatings Industrial Coatings (02-03) % Business Share Others 20% RMC 9% PC 26% Powder 28% COIL 2% FC 6% ILP 9% Global reach of APICL International Market for powder coating : The portfolio of products offered by Apco coatings covers a large spectrum of Architectural, wood, auto, marine and industrial coatings. It has brands that are truly global and sell under the following brands : Apcolite Timber care Decotrade Auto care Decora Royal Touch wood Asian Paints has 27 manufacturing units all over the world, which includes Australia, Tonga, Middle East Mauritius, Nepal Fiji, Vanuatu, Africa, Sri Lanka Soloman Island, South Asia, Oman, Bangladesh Powder Coating - Market Size (MT) Volume in MT 25000 20000 15000 10500 10982 2000-01 2001-02 11760 12682 10000 5000 0 2002-03 (Est.) 2003-04(Proj.) Powder Coating % Market Share 2002-03 Polycoat 18.7% Others 27.6% J&N 3.8% Maharani 4.8% APIL 13.6% Akzo 7.9% Marpol 11.2% Berger 12.4% Powder Coating - APICL Performance (Volume in MT) Market 15000 APICL 12682 11760 10982 10500 10000 M.S. 12.07 % M.S. 13.53 % M.S. 13.60 % M.S. 14 % 5000 1268 1486 1600 1800 0 2000-01 2001-02 2002-03 (Est.) 2003-04(Proj.) Powder Coatings Distribution Channel (Top 6) (Volume in MT ) Company Dealers DL Polycoat APICL Berger Marpol Akzo Maharani Total 615 974 886 1047 158 354 4034 Direct Users (DU) Total Paint Eng. Others Contr. Contr 1324 171 88 2198 320 252 54 1600 274 238 60 1458 75 91 104 1317 740 20 11 929 122 43 46 565 2855 815 363 8067 Powder Coatings Industry Consumption 2001-02 (Volume in MT) Industry Refrigerator Furniture Air conditioner Washing machine Luggage Fan Household Usage Electrical goods Switch gear Auto Ancillary Auto Ancillary Architechtural Textile Machine Light fitting Other appliance Industrial usage Consumption Percentage 1095 31.80 394 11.43 345 10.01 207 6.00 92 2.66 71 2.06 63.96 215 6.23 213 6.20 179 5.18 144 4.18 143 4.15 139 4.03 125 3.63 84 2.44 36.04 Powder Coatings Acquisition of Hawco Plast Acquired Hawcoplast business in 2001-02 Impact APICL become no.2 player in the industry (APIL-344 MT + HAWCO-1142 MT) Acquired a large and loyal dealer base. Acquired a manufacturing plant at Sarigam with installed capacity of 1500 MT / year. Acquired a proven sales & marketing team which can handle both brand. APICL Vs. the competitors STRENGTHS WEAKENESS Market Share of 13.6 % with established brand name Plant in North , West India which are the major market Wider distribution channel Capacity increase due to acquisition Global reach : 24 countries across the globe Technology tip-up with Oxyplast / Belgum Poor reach to direct user OPPORTUNITIES THREATS Immediate competitor Berger has MS of 12.4 % which is just 1.2 % less than Asian Paint 27.6 % market is captured by nichers, which can be acquired Projected Sale of Powder Coating 2003-04 (Volume in MT ) AprlJune ’03 JulySept. ’03 Oct.Dec. ’03 Jan.- Total March yearly ’04 2003-04 Due to Household industry usage 15% 40% 20% 25% Industry usage 15% Quarter Sale 1218 685 Total Target ( Apportioned ) 3246 20% 913 1623 30% 1370 64% 2029 35% 1598 8116 36% 4566 1903 4159 2993 3627 12682 Marketing Strategies Product • New version of product » offer more choices » expand market • New generation products and eco-friendly alternatives like water based enamels and elastomeric paints. Marketing Strategies contd…. Price • Streamlining costs through operational and technological efficiencies. • Reduction in import duty form 30% to 25% • Application of Supply Chain Management & reduction in the working capital . Marketing Strategies contd…. Place Markets across the globe are Oman Soloman Island Mauritus Vanatu Nepal Fiji & Australia Tonga Egypt Scope for new markets Bahrain Trinidad Malaysia Sri Lanka & China Singapore Myanmar China Jamaica Barbados UAE Malta Hongkong Thailand • Last year no new market were developed from India • New markets have been penetrated by APICL from its overseas units. New markets can be developed in : Sri Lanka Bangladesh Marketing Strategies contd…. Place ….contd… Sri Lanka • Acquired controlling stake in 2nd largest paint company in Sri Lanka, Delmege Forsyth & Co. (Paints) Ltd. • The company has 12% market share and excellent brand name in Sri Lanka. • Well developed distribution channel Bangladesh • Entered into joint venture agreement with Confidence Cement Ltd. • Will manufacture and market a vide variety of products • Manufacturing facility is coming up at Gazipur Also efforts can be made for market penetration for full capacity utilization in middle east, Oman, Baharain, Kuwait, Qutar, UAE & Libya. Marketing Strategies contd…. Promotion What is taking Asian Paints closer to customers : Helpline through telephone Access to website Home solutions • These initiatives were taken by Asian Paints to attract customer to paint. • Focus is to become a strong player in Industrial coating business Marketing Strategies contd…. Promotion ….contd… Promotion will include • • • • • Public Relations Target large number of direct users Special awards / bonus to marketing team. Direct communication to manage image Some sort of a help line, delegated exclusively for industrial selling can be generated • 30% reduction in advertising cost and use it for promotion Monitoring & Controlling • The responsibility to achieve the target will be of the Marketing Manager • Marketing team along with sales team will review the strategies • GM – Marketing will be responsible for deciding and implementing strategies for promotion mix • If in a particular quarter, target is not reached, VP – Marketing should be consulted Industrial Selling Business Module 1 To 1 Marketing Zero Defects Focus Develop customer Base / loyalty Least Cost / other benefits Thank you