Paints and coatings
- 1. Presented by; Amit Mitra Harshit Parekh Sahil Jain Sangita Karar PAINTS & COATINGS
- 2. Agenda Segmentation – Price (Exterior – Interior) Distribution Strategies of Berger Paints, Asian Paints and Akzo Nobel Promotional Activities of various companies SWOT analysis of AKZO Nobel
- 3. Segmentation – Price (Exterior – Interior) Exterior Paints Interior Paints Premium WeatherCoat All guard Luxol Silk Apex Ultima Royale Luxury Emulsions Weather Shield Max Dulux Velvet Touch Mid Price Weather-Coat Smooth Rangoli Easy Clean Apex Asian Paints Premium Emulsion Dulux Promise Dulux 3 in 1 Economy Berger Walmasta Bison Super Emulsion Asian Paints Ace Asian Paints Tractor ICI Supercote
- 4. COMPARISON Weather Coat All-Guard Apex Ultima Weather Shield Max Silica Base Present. Reverses effects of rain Absent. Succumbs to effects of rain Absent. Succumbs to effects of rain Water Accumulation Prevents Cannot prevent Cannot prevent Dampness Prevents No such declared claim No such declared claim Antifungal Properties Present Present Present Fading Non-fading Non-fading Not established Sheen High sheen Standard sheen Standard sheen Wet paint opacity Excellent Poor Poor Brushability Smooth brushability Hard brushability Hard brushability Warranty 7 years 5 years 7 years Premium Exterior Paints – Berger, AP, Dulux
- 5. COMPARISON WeatherCoat Smooth Asian Paints Apex Dulux Promise Silica base Present. Reverses effects of rain Present. Reverses effects of rain Colour Guard & Anti-fading technologies. Moderate prevention Antigfungal Properties Present Present Present Extreme weather conditions High resistance Moderate resistance High resistance Volatile Organic Compound No claim No claim Low. A safe paint Sheen High Sheen High Sheen High sheen Shelf Life 3-4 years 3 years 4-5 years SKU 20L, 18L, 10L, 9L, 4L, 1L 20L, 10L, 4L, 1L 20L, 10L, 4L, 1L Mid-Priced Exterior Paints – Berger, AP, Dulux
- 6. COMPARISON Berger Walmasta Asian Paints Ace Finish Rich matt with premium finish Has a matt finish Antifungal prop Present Present. Algae poses threat Water Resistance Absent Moderate Warranty 3 years 3 years Economy Exterior Paints – Berger, AP
- 7. Premium Interior Paints – Features Berger Paints Luxol-Silk A Paints Royale Luxury Emulsion Dulux Velvet Touch Niche brand among the range of Berger products “Only one paint offers a pearl glow finish” Offers 5000+ shades Water based emulsion with anti- fungal properties Offers 2000+ shades Usable on various surfaces 72 international shades ‘Colours of the World’ Silky luxurious and high sheen Has a luxurious finish with a silky glowing finish Luxurious sheen 4 year warranty 3 year warranty 3 year warranty SKUs - 1L, 4L, 10L, 20L SKUs - 1L, 4L, 10L 20L SKUs - 1L, 4L, 10L, 15L, 20L
- 8. Mid-Priced Interior Paints – Features Berger Rangoli Easy Clean A Paints Premium Emulsion Dulux 3 in 1 (“Stay Clean, Stay Healthy”) Provides high wash ability and easy to maintain Possesses super acrylic quality The first stain resistant paint Offers smooth sheen finish Promises excellent durability Health Guard Technology to prevent fungus and bacteria Longer life and scrub resistant Matt finish with slight sheen More washable than ordinary emulsion 2000+ shades Applicable on various surfaces True value for money as it provides more coverage 4 year warranty 3 year warranty 4 year warranty SKUs - 1L, 2L, 3.6L, 9L, 10L, 20L SKUs - 500ml, 1L, 2L, 5L, 10L, 20L SKUs - 250ml,500ml, 750ml, 1L, 2L,5L, 15L
- 9. Economy Interior Paints – Features Berger Paints Bison Super emulsion Asian Paints Tractor Emulsion - 'Provides a rich finish' ICI Supercote - “For superior finish and durability” Offers medium wash ability A perfect buy for existing distempers users Acrylic emulsion and provides smooth matt finish Matt finish and has a shelf life of 3 years Durable, shelf life 1-2 years more on ave. than the distempers High durability 5000+ shades Applicable on various surfaces Offers an emulsion finish at distemper's price SKUs - 1L, 4L 10L,20L SKUs - 1L, 4L 10L,20L SKUs - 1L,4L, 10L, 20L
- 10. 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 foothold in Tier II and Tier III cities. Planning to launch ‘Lewis Berger Paints Designer Stores’, in eastern region followed by other parts of the country.
- 11. Asian Paints Laid focus on individual consumer of paints, instead of bulk buyers in the beginning. Concentrated on semi-urban and rural areas, instead of urban areas. Strategic decision was adopted to bypass the well-entrenched wholesale distributors and directly approach the retailers. Follows open door dealer policy due to which its dealer network swelled rapidly. The number of dealers has increased from 12000 in 2000 to over 24000 in 2011. Signature and Colour idea stores concepts, has attracted a large number of consumers. Wah Sunil Babu … Badhiwya Hain …
- 12. Dulux Paints 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.
- 13. Paints Industry Promotional Activities Asian Paints – Sharad Shamman Sponsored Star Screen Awards – 2000 – 2004 Asian Paints launched ‘Colour Ki Lari’ on Facebook where fans got a chance to win a home makeover. Kansai Nerolac launched a new campaign ‘No VOC, No Gadbad’ in October that aims to educate customers on side effects of VOC in paints Kansai Nerolac launched its first social media campaign in August ‘12 to engage with the Generation Next
- 14. Paints Industry Promotional Activities Velvet Touch is a lifestyle product and is positioned for young achievers Weather Shield has been positioned as a functional brand with a promise of a 5 degree cooler temperature Dulux campaign-‘Apne Rang Jhalakne Do’ was around expressing oneself and one’s personality in the environment around one
- 15. 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.
- 16. SWOT Analysis – 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
- 17. THANK YOU