Asian Paints - Adding Colours

Case Studies in Business Marketing

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Case Details:

Case Code : MKTG053
Case Length : 13 Pages
Period : 1997-2002
Pub Date : 2003
Teaching Note :Not Available
Organization : Asian Paints Limited
Industry : Decorative Paints
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Changing Focus

AP emphasized on technology and marketing in its drive to be one of the top five global paints companies.

It implemented Enterprise Resource Planning (ERP) and Supply Chain Management (SCM) solutions for streamlining its processes and supply chain.

It implemented i2 Technologies SCM solution along with SAP ERP solution with an investment of Rs 290 million to simplify the processes across its operations...

New Product Launches

In the late 1990s, and early 2000s, the company launched various new products to increase its market presence and penetrate into the segments where its presence was small (Refer Table IV)...

Customer Service Solutions

Along with product launches, AP focused on distribution, as it realized that distribution and service were the keys to success in the paints industry. Right from the start, apart from the urban markets, AP also focused on small towns with population of up to 10,000, and on rural markets.

Unlike other companies, AP's field officers dealt directly with the dealers in small towns. AP also launched products such as Tractor and Utsav to cater to small towns and rural markets...

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