Analysis of Asian Paints Limited Essay

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Asian Paints Limited is an Indian chemicals company which manufactures a wide range of paints for decorative and industrial use. Its vision is “to become one of the top five decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the industrial coatings business through alliances with established global partners.”2 Asian Paints is Asia’s third largest paint company, with a turnover of Rs 109.70 billion. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. Company uses raw materials like Pigments, Extenders & Minerals,…show more content…
Most of the retail stores are located in high traffic and high visibility areas including residential areas. In past five years, 2009 through 2013, company adopted following strategy to grow in Home Improvement and Décor Segment: • Educated customer and salesman on colour and décor. • Opened Signature Store “Colour” in Mumbai, Delhi and Kolkata to provide inspiration to families while they are in the process of designing their dream home by fuelling their spirit of experimentation. • Expanded its network of ‘Colour Ideas’, colourworld (colour consultancy service) and colournext (magazine for architects and interior decorators) across the country intending to improve quality of service to end customer. • Invested in marketing activities with innovative initiatives such as ‘Happy Painting Guide’ and ‘Colour Scheme PRO’ to increase consumer connect and awareness on painting. Simultaneously, Company is continually investing in building manufacturing and distribution resources which would maintain and improve services to its customers. • Worked on customer relationship management (CRM) to resolve complaints quickly and ensuring customer satisfaction using customer feedback as a guide to APHS (Asian Paints Housing Solution) operations. • Worked on increasing capacity of plants at Rohtak in Haryana and Sriperumbudur Plant in Tamil Nadu. Also built new manufacturing unit at Khandala, Maharashtra to
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