Description
PRESENTATION ON PAINTS AND COATINGS
SWOT
PRODUCT FEATURE
Presented by:
Amit Mitra Harshit Parekh Sangita Karar Sahil Jain
Paints & Coatings
Agenda
–Porter’s 5 Forces Analysis –B2B and B2C Markets
– Major Players and Brands
– Segmentations – Products in various price segments
– Product features
–Distribution Strategies of Players – Promotional Activities – SWOT Analysis of Akzo Nobel – Category Extention
Porter’s 5 Forces Analysis
Availability of Substitutes: Low to Medium
Suppliers Power: Medium
Competitive Rivalry: Low to Medium
Buyers Power: Medium
Entry Barriers: Medium
B2B and B2C Markets
The Paints Industry is divided into two segments: Industrial and the Decorative Segments.
Industrial Paints Segment
•Automotive OEM •Automotive Refinish •Vehicles •Railways •Aircraft •Marine Coatings •Road Marking •Plastic Coatings •Metal Packaging Coatings •General Industrial Coatings •Pre-Coated Metal Sheet
Institutions where decision making power is with more than one person •Commercial Hotels Shopping Malls Offices Restaurants •Industrial Warehouses Manufacturing •Others Hospitals Educational Institutes Government Recreation Amenities
Major Players and Brands
ASIAN PAINTS • Ace • Apex-Ultima, Duracast • UTSAV •Apex-Duracast BERGER •Luxol Silk •Rangoli Easy Clean •Rangoli Super Acrylic •Walmast Antifungal KANSAI NEROLAC •Suraksha Advanced •Nerolac Impression •Satin Enamel •Synthetic Enamel
•Royale
•Tractor-Emulsion and Acrylic
•Bison Super Emulsion
•Bison Super Acrylic
•Nerolac Pearl
•Nerotex Matt
Major Players and Brands … contd.
SHALIMAR PAINTS
•
DULUX
•
JOTUN PAINTS
•
Shaktiman Acrylic Emulsion SuperLac Hi Diamond Synthetic Enamel
Velvet Touch Supreme 3 in 1 Weathershield Tex
Fenomastic Fenomastic Gold Jollyfix
•
•
•
•
•
•
•
Gold Synthetic Enamel
Silk Emulsion Xtra Premium
•
Supercote Emulsion
Special diamond Glaze Satin Finish
•
Gardex
Bengalac Durosan
•
•
•
•
•
•
Segmentations
Price Medium Mid-price Economy Application Area Interior Exterior Metal Wood
Emulsion
Enamel Distemper Primer Rubber Paint Dripless Latex
Wall Putty
Category
Texture coated
Type of paint
Products in various price segments
Exterior Paints WeatherCoat All guard Premium Apex Ultima Weather Shield Max Weather-Coat Smooth Mid Price Apex Dulux Promise Economy Berger Walmasta Asian Paints Ace Luxol Silk Royale Luxury Emulsions Dulux Velvet Touch Rangoli Easy Clean Asian Paints Premium Emulsion Dulux 3 in 1 Bison Super Emulsion Asian Paints Tractor ICI Supercote Interior Paints
Premium Exterior Paints
COMPARISON Silica Base Water Accumulation Dampness Antifungal Properties Fading Sheen Wet paint opacity Brushability Warranty Weather Coat AllGuard (Berger) Present. Reverses effects of rain Prevents Prevents Present Non-fading High sheen Excellent Smooth brushability 7 years Apex Ultima (AP) Weather Shield Max Absent. Succumbs to Absent. Succumbs to effects of rain effects of rain Cannot prevent No such declared claim Present Non-fading Standard sheen Poor Hard brushability 5 years Cannot prevent No such declared claim Present Not established Standard sheen Poor Hard brushability 7 years
Mid-Priced Exterior Paints
COMPARISON
Silica base Antigfungal Properties Extreme weather conditions Volatile Organic Compound Sheen Shelf Life SKU
Weather-Coat Smooth Asian Paints Apex (AP) (Berger)
Present. Reverses effects of rain Present High resistance No claim High Sheen 3-4 years 20L, 18L, 10L, 9L, 4L, 1L Present. Reverses effects of rain Present Moderate resistance No claim High Sheen 3 years 20L, 10L, 4L, 1L
Dulux Promise (Dulux)
Colour Guard & Anti-fading technologies. Moderate prevention Present High resistance Low. A safe paint High sheen 4-5 years 20L, 10L, 4L, 1L
Economy Exterior Paints
COMPARISON Finish Antifungal prop Water Resistance Warranty Berger Walmasta Rich matt with premium finish Present Absent 3 years Asian Paints Ace Has a matt finish Present. Algae poses threat Moderate 3 years
Premium Interior Paints
Berger Paints Luxol-Silk Niche brand among the range of Berger products Offers 5000+ shades Water based emulsion with antifungal properties Usable on various surfaces Silky luxurious and high sheen 4 year warranty SKUs - 1L, 4L, 10L, 20L Has a luxurious finish with a silky glowing finish 3 year warranty SKUs - 1L, 4L, 10L 20L Asian Paints Royale Luxury Emulsion Dulux Velvet Touch “Only one paint offers a pearl glow finish” Offers 2000+ shades 72 international shades ‘Colours of the World’ Luxurious sheen 3 year warranty SKUs - 1L, 4L, 10L, 15L, 20L
Mid-Price Interior Paints
Berger Rangoli Easy Clean Provides high wash ability and easy to maintain Asian Paints Premium Emulsion Possesses super acrylic quality Dulux 3 in 1 (“Stay Clean, Stay Healthy”) The first stain resistant paint
Offers smooth sheen finish Promises excellent durability Longer life and scrub resistant 2000+ shades 4 year warranty
Health Guard Technology to prevent fungus and bacteria
More washable than ordinary emulsion True value for money as it provides more coverage 4 year warranty SKUs - 250ml,500ml, 750ml, 1L, 2L,5L, 15L
Matt finish with slight sheen
Applicable on various surfaces 3 year warranty
SKUs - 1L, 2L, 3.6L, 9L, 10L, SKUs - 500ml, 1L, 2L, 5L, 10L, 20L 20L
Economy Interior Paints
Berger Paints Bison Super emulsion Offers medium wash ability Asian Paints Tractor Emulsion - ICI Supercote - “For superior 'Provides a rich finish' finish and durability” A perfect buy for existing distempers users Durable, shelf life 1-2 years more on ave. than the distempers Applicable on various surfaces Acrylic emulsion and provides smooth matt finish
Matt finish and has a shelf life of 3 years
High durability
5000+ shades
Offers an emulsion finish at distemper's price SKUs - 1L,4L, 10L, 20L
SKUs - 1L, 4L 10L,20L
SKUs - 1L, 4L 10L,20L
Distribution Strategies of Berger Paints
•Berger has a countrywide distribution network of 14,500 dealers including 8000 tinting machines with strong presence in North and East India. •In the process of increasing its presence in the high growth western and southern regions by setting up exclusive retail outlets and distributor base. •Strong distribution foothold in Tier II and Tier III cities. •To launch ‘Lewis Berger Paints Designer Stores’, in eastern region followed by other parts of the country.
Distribution Strategies of Asian Paints
•Focus on individual consumer of paints, instead of bulk buyers as in the beginning.
• Concentration on semi-urban and rural areas, instead of urban areas.
• Strategic decision adopted to bypass the well-entrenched wholesale distributors and directly approach the retailers. • Open door dealer policy adoption, due to which its dealer network swelled rapidly. • Increase in number of dealers from 12000 in 2000 to over 24000 in 2011. • Signature and Colour idea stores concepts, to attract a large number of consumers.
Promotional activities of Akzo Nobel
•Akzo-Nobel - Dulux has promoted sales by giving freebies and discount coupons to distributors, contractors and small time painters. •Offers many promotional schemes to the dealers which leads to increase in loyalty for the brand and change customer preferences. •It has opened more than 100 franchisee run ‘Dulux Decorative Centres’ to increase the interactions between consumers and sales people.
Promotional Activities- Asian Paints
• Asian Paints Sharad Samman – Awards provided to top 3 Durga Puja organizers in Kolkata.
•Asian Paints launched the “Mera Wala” campaign in the early 90’s and marked their entry into corporate advertising
• In the early 2000s, the company began expanding its offerings and launched the “Har Ghar Kuch Kehta Hai” campaign, which found an emotional connect with the consumers • The brand campaign “Badhiya Hai” became extremely popular • In 2011, Asian Paints launched a ‘Colour Ki Lari’ contest on facebook where fans got a chance to win a home makeover by joining their friends to a specially created ‘lari’ made of Facebook friends • Follows an open door policy due to which its distribution network has swelled
Promotional Activities- Berger Paints
• Planned in Dec 2012 to tie up with furnishing and lightning firms to offer a complete home décor range to consumers • Co-branded its ‘Breathe Easy’ range of products with Being Human as a part of company’s commitment towards environmental safety •Planning to launch ‘Lewis Berger Paints Stores’ in eastern region followed by other parts of the country
SWOT Analysis- Akzo Nobel
Strengths
Product Innovation and brand building focus has helped Dulux to increase its brand recall Presence of decorative centers in 10 cities, has helped Dulux provide colors consulting to end consumers Dulux is more premium skewed and this has helped as the premium tier is growing at the fastest rate
Weakness
Uncertain economic scenario will affect Dulux due to its premium skewness Limited presence in rural areas, has affected the market share of Dulux
SWOT Analysis of Akzo Nobel
Opportunities
Providing services from consumers’ experience point of view; experience of a decorated home. Providing innovative products which customers are not accustomed to. Market warming up to eco friendly paints will help brands like Promise and Weather-shield.
Threats
Presence of unorganized sector has hindered the growth of brands like Supercote and Maxlite. Brands like Royale and Luxol give strong competition to Velvet Touch
Category Extension Wallpapers
?Demand for premium products are increasing as consumers are becoming more aesthetically aware. ?Increase in disposable income and a yearning for upgrades, more people are turning their attention towards the premium paint segment. ?Premium tier is growing at a faster rate than the mid-price or the economy price tier. Also the life cycle of paints has shortened ?Dulux can provide ‘easy to use’ wallpapers, pre-printed with pictures, which could be simply pasted onto the wall. ?Wallpapers are environment friendly unlike paints which impacts human health to certain extent.
Category Extension … contd.
?Pre-printed pictures, can transform the entire room into a showcase room of personal collectibles, creation or memory. ?Consumer becomes tired of a style, he can change the style as the wallpapers is easily replaceable and reasonably priced ?Dulux Wallpapers can be priced at par with paints in the premium segment. ?Dulux can sell the wallpapers through its existing Dulux Decorative Centres. Dulux can also provide suggestions on the wallpapers and colour combinations at these centres.
THANK YOU
doc_472036191.pptx
PRESENTATION ON PAINTS AND COATINGS
SWOT
PRODUCT FEATURE
Presented by:
Amit Mitra Harshit Parekh Sangita Karar Sahil Jain
Paints & Coatings
Agenda
–Porter’s 5 Forces Analysis –B2B and B2C Markets
– Major Players and Brands
– Segmentations – Products in various price segments
– Product features
–Distribution Strategies of Players – Promotional Activities – SWOT Analysis of Akzo Nobel – Category Extention
Porter’s 5 Forces Analysis
Availability of Substitutes: Low to Medium
Suppliers Power: Medium
Competitive Rivalry: Low to Medium
Buyers Power: Medium
Entry Barriers: Medium
B2B and B2C Markets
The Paints Industry is divided into two segments: Industrial and the Decorative Segments.
Industrial Paints Segment
•Automotive OEM •Automotive Refinish •Vehicles •Railways •Aircraft •Marine Coatings •Road Marking •Plastic Coatings •Metal Packaging Coatings •General Industrial Coatings •Pre-Coated Metal Sheet
Institutions where decision making power is with more than one person •Commercial Hotels Shopping Malls Offices Restaurants •Industrial Warehouses Manufacturing •Others Hospitals Educational Institutes Government Recreation Amenities
Major Players and Brands
ASIAN PAINTS • Ace • Apex-Ultima, Duracast • UTSAV •Apex-Duracast BERGER •Luxol Silk •Rangoli Easy Clean •Rangoli Super Acrylic •Walmast Antifungal KANSAI NEROLAC •Suraksha Advanced •Nerolac Impression •Satin Enamel •Synthetic Enamel
•Royale
•Tractor-Emulsion and Acrylic
•Bison Super Emulsion
•Bison Super Acrylic
•Nerolac Pearl
•Nerotex Matt
Major Players and Brands … contd.
SHALIMAR PAINTS
•
DULUX
•
JOTUN PAINTS
•
Shaktiman Acrylic Emulsion SuperLac Hi Diamond Synthetic Enamel
Velvet Touch Supreme 3 in 1 Weathershield Tex
Fenomastic Fenomastic Gold Jollyfix
•
•
•
•
•
•
•
Gold Synthetic Enamel
Silk Emulsion Xtra Premium
•
Supercote Emulsion
Special diamond Glaze Satin Finish
•
Gardex
Bengalac Durosan
•
•
•
•
•
•
Segmentations
Price Medium Mid-price Economy Application Area Interior Exterior Metal Wood
Emulsion
Enamel Distemper Primer Rubber Paint Dripless Latex
Wall Putty
Category
Texture coated
Type of paint
Products in various price segments
Exterior Paints WeatherCoat All guard Premium Apex Ultima Weather Shield Max Weather-Coat Smooth Mid Price Apex Dulux Promise Economy Berger Walmasta Asian Paints Ace Luxol Silk Royale Luxury Emulsions Dulux Velvet Touch Rangoli Easy Clean Asian Paints Premium Emulsion Dulux 3 in 1 Bison Super Emulsion Asian Paints Tractor ICI Supercote Interior Paints
Premium Exterior Paints
COMPARISON Silica Base Water Accumulation Dampness Antifungal Properties Fading Sheen Wet paint opacity Brushability Warranty Weather Coat AllGuard (Berger) Present. Reverses effects of rain Prevents Prevents Present Non-fading High sheen Excellent Smooth brushability 7 years Apex Ultima (AP) Weather Shield Max Absent. Succumbs to Absent. Succumbs to effects of rain effects of rain Cannot prevent No such declared claim Present Non-fading Standard sheen Poor Hard brushability 5 years Cannot prevent No such declared claim Present Not established Standard sheen Poor Hard brushability 7 years
Mid-Priced Exterior Paints
COMPARISON
Silica base Antigfungal Properties Extreme weather conditions Volatile Organic Compound Sheen Shelf Life SKU
Weather-Coat Smooth Asian Paints Apex (AP) (Berger)
Present. Reverses effects of rain Present High resistance No claim High Sheen 3-4 years 20L, 18L, 10L, 9L, 4L, 1L Present. Reverses effects of rain Present Moderate resistance No claim High Sheen 3 years 20L, 10L, 4L, 1L
Dulux Promise (Dulux)
Colour Guard & Anti-fading technologies. Moderate prevention Present High resistance Low. A safe paint High sheen 4-5 years 20L, 10L, 4L, 1L
Economy Exterior Paints
COMPARISON Finish Antifungal prop Water Resistance Warranty Berger Walmasta Rich matt with premium finish Present Absent 3 years Asian Paints Ace Has a matt finish Present. Algae poses threat Moderate 3 years
Premium Interior Paints
Berger Paints Luxol-Silk Niche brand among the range of Berger products Offers 5000+ shades Water based emulsion with antifungal properties Usable on various surfaces Silky luxurious and high sheen 4 year warranty SKUs - 1L, 4L, 10L, 20L Has a luxurious finish with a silky glowing finish 3 year warranty SKUs - 1L, 4L, 10L 20L Asian Paints Royale Luxury Emulsion Dulux Velvet Touch “Only one paint offers a pearl glow finish” Offers 2000+ shades 72 international shades ‘Colours of the World’ Luxurious sheen 3 year warranty SKUs - 1L, 4L, 10L, 15L, 20L
Mid-Price Interior Paints
Berger Rangoli Easy Clean Provides high wash ability and easy to maintain Asian Paints Premium Emulsion Possesses super acrylic quality Dulux 3 in 1 (“Stay Clean, Stay Healthy”) The first stain resistant paint
Offers smooth sheen finish Promises excellent durability Longer life and scrub resistant 2000+ shades 4 year warranty
Health Guard Technology to prevent fungus and bacteria
More washable than ordinary emulsion True value for money as it provides more coverage 4 year warranty SKUs - 250ml,500ml, 750ml, 1L, 2L,5L, 15L
Matt finish with slight sheen
Applicable on various surfaces 3 year warranty
SKUs - 1L, 2L, 3.6L, 9L, 10L, SKUs - 500ml, 1L, 2L, 5L, 10L, 20L 20L
Economy Interior Paints
Berger Paints Bison Super emulsion Offers medium wash ability Asian Paints Tractor Emulsion - ICI Supercote - “For superior 'Provides a rich finish' finish and durability” A perfect buy for existing distempers users Durable, shelf life 1-2 years more on ave. than the distempers Applicable on various surfaces Acrylic emulsion and provides smooth matt finish
Matt finish and has a shelf life of 3 years
High durability
5000+ shades
Offers an emulsion finish at distemper's price SKUs - 1L,4L, 10L, 20L
SKUs - 1L, 4L 10L,20L
SKUs - 1L, 4L 10L,20L
Distribution Strategies of Berger Paints
•Berger has a countrywide distribution network of 14,500 dealers including 8000 tinting machines with strong presence in North and East India. •In the process of increasing its presence in the high growth western and southern regions by setting up exclusive retail outlets and distributor base. •Strong distribution foothold in Tier II and Tier III cities. •To launch ‘Lewis Berger Paints Designer Stores’, in eastern region followed by other parts of the country.
Distribution Strategies of Asian Paints
•Focus on individual consumer of paints, instead of bulk buyers as in the beginning.
• Concentration on semi-urban and rural areas, instead of urban areas.
• Strategic decision adopted to bypass the well-entrenched wholesale distributors and directly approach the retailers. • Open door dealer policy adoption, due to which its dealer network swelled rapidly. • Increase in number of dealers from 12000 in 2000 to over 24000 in 2011. • Signature and Colour idea stores concepts, to attract a large number of consumers.
Promotional activities of Akzo Nobel
•Akzo-Nobel - Dulux has promoted sales by giving freebies and discount coupons to distributors, contractors and small time painters. •Offers many promotional schemes to the dealers which leads to increase in loyalty for the brand and change customer preferences. •It has opened more than 100 franchisee run ‘Dulux Decorative Centres’ to increase the interactions between consumers and sales people.
Promotional Activities- Asian Paints
• Asian Paints Sharad Samman – Awards provided to top 3 Durga Puja organizers in Kolkata.
•Asian Paints launched the “Mera Wala” campaign in the early 90’s and marked their entry into corporate advertising
• In the early 2000s, the company began expanding its offerings and launched the “Har Ghar Kuch Kehta Hai” campaign, which found an emotional connect with the consumers • The brand campaign “Badhiya Hai” became extremely popular • In 2011, Asian Paints launched a ‘Colour Ki Lari’ contest on facebook where fans got a chance to win a home makeover by joining their friends to a specially created ‘lari’ made of Facebook friends • Follows an open door policy due to which its distribution network has swelled
Promotional Activities- Berger Paints
• Planned in Dec 2012 to tie up with furnishing and lightning firms to offer a complete home décor range to consumers • Co-branded its ‘Breathe Easy’ range of products with Being Human as a part of company’s commitment towards environmental safety •Planning to launch ‘Lewis Berger Paints Stores’ in eastern region followed by other parts of the country
SWOT Analysis- Akzo Nobel
Strengths
Product Innovation and brand building focus has helped Dulux to increase its brand recall Presence of decorative centers in 10 cities, has helped Dulux provide colors consulting to end consumers Dulux is more premium skewed and this has helped as the premium tier is growing at the fastest rate
Weakness
Uncertain economic scenario will affect Dulux due to its premium skewness Limited presence in rural areas, has affected the market share of Dulux
SWOT Analysis of Akzo Nobel
Opportunities
Providing services from consumers’ experience point of view; experience of a decorated home. Providing innovative products which customers are not accustomed to. Market warming up to eco friendly paints will help brands like Promise and Weather-shield.
Threats
Presence of unorganized sector has hindered the growth of brands like Supercote and Maxlite. Brands like Royale and Luxol give strong competition to Velvet Touch
Category Extension Wallpapers
?Demand for premium products are increasing as consumers are becoming more aesthetically aware. ?Increase in disposable income and a yearning for upgrades, more people are turning their attention towards the premium paint segment. ?Premium tier is growing at a faster rate than the mid-price or the economy price tier. Also the life cycle of paints has shortened ?Dulux can provide ‘easy to use’ wallpapers, pre-printed with pictures, which could be simply pasted onto the wall. ?Wallpapers are environment friendly unlike paints which impacts human health to certain extent.
Category Extension … contd.
?Pre-printed pictures, can transform the entire room into a showcase room of personal collectibles, creation or memory. ?Consumer becomes tired of a style, he can change the style as the wallpapers is easily replaceable and reasonably priced ?Dulux Wallpapers can be priced at par with paints in the premium segment. ?Dulux can sell the wallpapers through its existing Dulux Decorative Centres. Dulux can also provide suggestions on the wallpapers and colour combinations at these centres.
THANK YOU
doc_472036191.pptx