Description
MARKETING MIX OF ASIAN PAINTS
Asian Paints Marketing Mix
Product • Ancillaries Decoprime Wall Primer WT, Decoprime Wall Primer ST, Exterior Wall Putty, Acrylic Wall Putty, Exterior Wall Primer, Wood Primer • Automotive ZK Autocolor, Deltron, Bilux, aspa, Enza • Decorative Paints Exterior Walls: ACE, Apex, Apex Ultima, Apex Duracast Interior Walls: Tractor Acrylic Distemper, Tractor Synthetic Distemper, Utsav Acrylic Distemper, Utsav Synthetic Distemper Metal Surfaces: Premium Semi Gloss Enamel, Apcolite Premium Satin Enamel, Apcolite Premium Gloss Enamel, Utsav Enamel Wood Surfaces: Utsav Enamel, PU Interior Glossy, PU Interior Matt, Melamyne Glossy, Melamyne Matt, Melamyne Gold Clear Glossy • Industrial Protective coating, Floor coatings, Road Markings
Price The pricing strategy followed is value based pricing and optional pricing. The website has a paint price calculator which gives suggestions based on the square feet and the type of product used. There are two options available in paint calculator; fresh painting and repainting. The cost for the material and labor are displayed to assist the consumer in decision making. The paint costs are furnished in the website based on certain assumptions listed in the page. There is a disclaimer that there might be 20% deviation in the suggested price and the quantity. The cost of Asian paints ranges from 300-345 Rs. Per litre. The labor cost varies for each and every product used and also depending upon the product category.
Place Dealers are classified according to the product category into color world dealer, color idea store dealer, Trained Royal Paint Painter, Kid’s world leader. The company has 4 manufacturing units, 6 distributional partners, 15000+ dealers, 90,000+ sub dealers, 3000 Asian paint stores and 4500 color world stores
Promotion Promotional activities of Asian Paints include various promotional mixes like advertising, public relations, sales promotion, events, exhibitions and allowing discounts and quotas to dealers and
distributors. The brand ambassadors of Asian Paints are Akshay Khanna and Soha Ali khan. The website is incorporated with various promotional tools like Happy Painting Guide, the user can change the paint colors to have preview of the products and chat with experts to get opinion.
doc_361915432.docx
MARKETING MIX OF ASIAN PAINTS
Asian Paints Marketing Mix
Product • Ancillaries Decoprime Wall Primer WT, Decoprime Wall Primer ST, Exterior Wall Putty, Acrylic Wall Putty, Exterior Wall Primer, Wood Primer • Automotive ZK Autocolor, Deltron, Bilux, aspa, Enza • Decorative Paints Exterior Walls: ACE, Apex, Apex Ultima, Apex Duracast Interior Walls: Tractor Acrylic Distemper, Tractor Synthetic Distemper, Utsav Acrylic Distemper, Utsav Synthetic Distemper Metal Surfaces: Premium Semi Gloss Enamel, Apcolite Premium Satin Enamel, Apcolite Premium Gloss Enamel, Utsav Enamel Wood Surfaces: Utsav Enamel, PU Interior Glossy, PU Interior Matt, Melamyne Glossy, Melamyne Matt, Melamyne Gold Clear Glossy • Industrial Protective coating, Floor coatings, Road Markings
Price The pricing strategy followed is value based pricing and optional pricing. The website has a paint price calculator which gives suggestions based on the square feet and the type of product used. There are two options available in paint calculator; fresh painting and repainting. The cost for the material and labor are displayed to assist the consumer in decision making. The paint costs are furnished in the website based on certain assumptions listed in the page. There is a disclaimer that there might be 20% deviation in the suggested price and the quantity. The cost of Asian paints ranges from 300-345 Rs. Per litre. The labor cost varies for each and every product used and also depending upon the product category.
Place Dealers are classified according to the product category into color world dealer, color idea store dealer, Trained Royal Paint Painter, Kid’s world leader. The company has 4 manufacturing units, 6 distributional partners, 15000+ dealers, 90,000+ sub dealers, 3000 Asian paint stores and 4500 color world stores
Promotion Promotional activities of Asian Paints include various promotional mixes like advertising, public relations, sales promotion, events, exhibitions and allowing discounts and quotas to dealers and
distributors. The brand ambassadors of Asian Paints are Akshay Khanna and Soha Ali khan. The website is incorporated with various promotional tools like Happy Painting Guide, the user can change the paint colors to have preview of the products and chat with experts to get opinion.
doc_361915432.docx