Asian paints- Product mix
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Asian Paints is India's leading paint company with a group turnover of Rs. 170.85 billion. It operates in 16 countries and has 25 paint manufacturing facilities worldwide serving over 65 countries. Asian Paints manufactures a wide range of paints for decorative and industrial use under various brands and subsidiaries. It has 9 major product lines including interior walls, exterior walls, wood finishes, and metal finishes. Within each product line it offers different product ranges, depths, and consistency to appeal to various market segments.
Asian paints- Product mix
- 2. About Asian paints Asian Paints is India’s leading paint company with a group turnover of Rs 170.85 billion. Asian Paints operates in 16 countries and has 25 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International, Apco Coatings, SCIB Paints, Taubmans and Kadisco. Asian Paints manufactures wide range of paints for Decorative and Industrial use. 2
- 3. 3 Asian paints Painting Tools Adhesives Water proofing Wood finishes Nilaya Exterior walls Interior walls- Metal finishes Product types: Special effects Plain Finishes Distempe rs Product types: Textured finishes Plain finishes Design for exteriors Product types: Wall coverings Wall stlakens Product types: Furnitures Floors Doors and window Exteriors ancillaries Product types: Enamels & epoxy Undercoa ts Product types: Terrace stanks Bathroom Crodes and joints Interriors hling Product types: General purpose Stone Glass Wood Product types: Bruses Rollers Accelrater s Mechanic al tools Product MIX Product Mix width PL-1 PL-2 PL-3 PL-4 PL-5 PL-6 PL-7 PL-8 Product Line length Productlinedepth Consistency
- 4. PRODUCTS LINE A product line is a group of related products under a single brand sold by the same company. Companies sell multiple product lines under their various brands: 1. Interior walls 2. Exterior walls 3. Nilaya 4. Wood finishes 5. Metal finishes 6. Waterproofing solutions 7. Professional range 8. Adhesives 9. Painting tools and implements 4
- 5. Product Range A product range is a set of variations on a specific product made to appeal to different market segments. a) Special effects b) Plain effects c) Distemper d) Textured finishes e) Plain finishes f) Design for exteriors g) Wall coverings h) Wall stickers 5 i) Furniture Floor j) Doors and windows k) Exteriors l) Ancillaries m) Enamels and epoxy n) Undercoats o) Terrace and tanks p) Bathroom j) Cracks and joints k) Interiors l) Tiling m) All waterproofing products
- 6. Product Depth The amount of sub-products offered by a business within a particular line of products. 6 PRODUCT LINE-1 Special effects: • Royale play • Kid's Room Wall Painting Design Ideas - Kids World Décor - Asian Paints • Designer Range of Wall Painting Stencils for Your Home - Asian Paints Plain Finishes • Royale • Apcolite Emulsion Interior Wall Paint Finishes - Asian Paints • Tractor Emulsion Interior Wall Paints that Always Impress Distempers • Tractor distempers • undercoats • Classic Range of Interior Wall Putty Paints for Smooth Walls PRODUCTDEPTH
- 7. Product Consistency Consistency, in reference to a product mix, refers to how closely related the offered product lines are to each other. 1. Interior walls 2. Exterior walls 3. Nilaya 4. Wood finishes 5. Metal finishes 6. Waterproofing solutions 7. Professional range 8. Adhesives 9. Painting tools and implements NOTE: Asian paints products line are very consistency as they use same distribution channel and same segment of the customers. 7
- 8. Line stretching: Line stretching is an expanding strategy by a company where the new products are launched in the same product line but beyond the current product range with some additional or different features. Up-market Stretch ROYALE PLAY(Rs.505 /ltr.) Down-Market Stretch Royale shyne (Rs. 305 /ltr.) Two-Way Stretch 8
- 9. Line filling A business strategy that involves increasing the number of products in an existing product line to take advantage of marketplace gaps and reduce competition. Interior wall surface Crack seal Painting tools Brushes Rollers Accelerators 9
- 10. Line modernization A strategy in which items in a product line are modified to suit modern styling and tastes and re-launched. Professional range Professional premium Professional one coat Professional premium glass 10
- 11. THANK YOU! 11