Case Study on Asian Paints’ Marketing

Strategy with Company Overview

Asian Paints has been in business since 1942 and is India's top paint manufacturer. The
primary differentiator that has contributed to the company's current level of success is its
marketing approach. This blog provides a summary of Asian Paints' marketing tactics in an
effort to understand their business and marketing methods in general. The Asian Paints
group has companies in 19 different countries, including-
Berger
APCO
Scib Paints
Taubmans
Sleek Kitchens
Kadisco, and many more. The firm also produces a range of accessories, including strainers,
putty, wall primers, and wood primers.

Marketing Mix of Asian Paints

Product Strategy

Industrial and ornamental paint are the main products of Asian Paints. The corporation
employs a differentiated targeting approach to target certain items to various client
categories rather than having a single homogeneous target audience, as will be discussed
below:
- Asian Paints Royale, a product aimed at the high-end market
- Economy-focused products include Apcolite, tractor emulsion, and tractor distemper
Additionally, Asian Paints offers putties, primers, undercoats, and protective coatings. Thus,
Asian Paints' goods in its marketing mix offer full painting solutions, complete with
equipment and accessories.

Price Strategy

Depending on the market sector it is targeting, Asian Paints uses a variety of pricing
techniques. The Royale product line is geared for high-income consumers, as was already
noted, and is therefore more expensive.
In its pricing strategy for the medium and economic categories, Asian Paints bases pricing
on value. The pricing varies depending on the unique characteristics in the product category.
The raw materials used to make paints and the prices of rivals are frequently taken into
consideration when setting prices. The company's substantial distributor incentives are
another factor in its success. In conclusion, Asian Paints has a flexible pricing strategy.

Promotion Strategy

Asian Paints has engaged in a number of really effective promotional campaigns throughout
the years. Families are the company's top priority, and it strives to emotionally connect with
its clients. Offering rewards to their distribution network is one of their main promotional
strategies. Currently, a significant portion of their promotion is also carried out through their
social media, which will be covered in more detail when we discuss their presence on digital
media.

Place Strategy

The main competitive advantage of Asian Paints is its established, wide-ranging distribution
system. Urban, rural, and semi-urban regions are all targeted by the organisation. After
entering the retail sector, it implemented an open-door policy for dealers and started a
nationwide marketing and distribution operation. It is the largest company in India and has
several industrial facilities.

Competitive Analysis

With a current market share of over 30%, Asian Paints is the market leader. Along with its
visibility and geographic reach, its product range, which includes a comprehensive list of
painting requirements, gives it a competitive advantage.

Its own trademark boutiques, which provide customers expert advice from qualified
specialists who offer specialised furnishing and design solutions, are its standout feature.

Asian Paints could take advantage of the high influence that intermediaries like painters,
contractors, designers, decorators, etc. have over consumers' purchasing decisions.

They could use them as a marketing arm to promote their products directly to end-users or
by side-lining intermediaries and opening up a service arm.

This would cut costs for consumers by bundling services and thereby increase consumer
spending power.

Asian Paints Marketing Strategy

According to the economic levels of the customers Asian Paints is marketing to, the
company offers a variety of products at various pricing ranges.

They divide the population into groups based on demographic and geographic
characteristics like geography, income level, etc. and then target each group with items
tailored to their requirements and set their prices appropriately.

They sell their products efficiently using both conventional and digital media.

Asian Paints Marketing Campaign

What was once thought of as a "static" sector has historically been changed by Asian Paints'
marketing strategy.
Asian Paints, affiliated with Ogilvy & Mather, developed a new marketing strategy after Gattu
by emphasising on festive events. Through emotional appeal, the group promoted it as a
chance to paint houses. They continue to sell aggressively during holidays by exhibiting
festive decorations and celebrations and requesting that customers do the same and post
using their hash tags.

The brand then underwent a rebranding effort to appeal to customers by using well-known
brand ambassadors like Deepika Padukone and Ranbir Kapoor. See how they adapted their
recognisable marketing approach to the internet medium.

Asian Paints Digital Marketing Strategy

In addition to being well-known for their TV advertisements, Asian Paints is modern and
active on social media because to its clever use of digital marketing. The marketing firm
Kinnect is in charge of managing Asian Paint's online presence.

They are particularly active on Instagram, where they frequently share home décor ideas
and designs. For the convenience of the audience, they list every product utilised in detail.

Periodically, they hold decorating contests, especially around important occasions like
Navratri, Diwali, Christmas, etc. Customers are encouraged to participate with the business
and beautify their rooms in order to win fun services and gifts.

Additionally, they are succeeding at influencer marketing by working with well-known

They share brief videos on how to use new goods on their YouTube channel in addition to
tutorials.

Customers are informed of new offers and ads through Twitter and Facebook.

The company also creates murals in several Indian cities that highlight important social
concerns, raising awareness and enhancing its reputation.

Conclusion

With effective product segmentation and positioning, Asian Paints is doing well for itself in
the market. The company's marketing initiatives successfully pique viewers' interest in what
they have to offer. They have a sizable Instagram following and keep up with changes in
digital media. Despite the fact that they may gain from rising demand by distinguishing and
expanding their services arm.