MARKETING MIX

MARKETING MIX
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market.
The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However,
nowadays, the marketing mix increasingly includes several other Ps like Packaging,
Positioning, People and even Politics as vital mix elements.
When marketing their products firms need to create a successful mix of:
the right product
sold at the right price
in the right place
using the most suitable promotion.

Elements of Marketing Mix:
Product The products or services offered to the customer .Their physical attributes, what
they do, how they differ from the competitors and what benefits they provide. When
developing a product business should consider quality, design, features, packaging, customer
service and any subsequent after-sales service.

Price How the price of the product or service so that the price remains competitive but
allows business to make a good profit. There are a number of considerations in relation to
price including price setting, discounting, credit and cash purchases as well as credit
collection.


Place (Also referred to as Distribution) Where the business sells its products or services
and how it gets those products or services to the customers. This includes the location of the
business, shop front, distributors, logistics and the potential use of the internet to sell products
directly to consumers.

Promotion The methods used to communicate the features and benefits of the products or
services to the target customers. It involves persuading general consumers to become
customers of your business using methods such as advertising, direct marketing, personal
selling and sales promotion.

All the elements of the marketing mix influence each other. They make up the
business plan for a company and handled right, can give it great success. But handled wrong
and the business could take years to recover. The marketing mix needs a lot of understanding,
market research and consultation with several people, from users to trade to manufacturing
and several others.

MARKETING MIX OF ASIAN PAINTS:-
PRODUCTS:

Asian Paints is engaged in manufacturing of paints. The company offers interior and exterior
wall paints, automotive paints, powder coatings, auto refinish paints, and wood finishes. It
operates in 22 countries and has 29 paint manufacturing facilities in the world servicing
consumers in over 65 countries. It is headquartered in Mumbai, India and employs 3,924
people.

1) Interior Wall Paints
Product Name: Asian Paints Royale Luxury Emulsion
Description: Royale luxury sheen emulsion is an exquisite emulsion paint that provides a
luxurious finish and a silky glowing appearance to your walls. A water-based, 100% acrylic
interior wall finish, it has excellent flow giving a near brush mark free finish. It also offers
high stain resistance - walls painted with royale are easy to clean and maintain that new look
for years. Royale also offers good anti-fungal properties, and can be applied on all types of
smooth plasters, false ceilings, asbestos sheets, concrete etc.

2) Exterior Wall Paints
Product Name: Asian Paints Exterior Wall Primer
Description: Asian Paints Exterior Primer is water-based wall coating suitable for application
on exteriors as an undercoat to exterior emulsions. It has a good opacity & whiteness, which
helps improve the appearance of the emulsion top coat. Exterior Wall Primers does not chalk
& can be applied on freshly plastered surfaces that are adequately cured. It does not require
any water curing.

3) Wood & Metal Paints
Product Name: Asian Paints Knifing Paste Filler
Description: Asian Paints Knifing Paste Filler is used on metallic or wooden surfaces for
filling of dents & other surface imperfections. It has butter like consistency & is easy in
application. It is supplied at ready to use consistency but can be thinned easily to any desired
consistency by using recommended thinner. On air drying it dries hard. Cutting is easy &
involves no strain.

4) Wood Finishes
Product Name: Asian Paints Wood Primer
Description: Asian Paints Wood Primer is specially formulated to protect wood. It has an
excellent sealing & filling properties which protects wood from swelling due to absorption
moisture. Wood Primer penetrates wood fibre & gives excellent adhesion to substrates & also
serves as a sound base for application of undercoats & finishing coats. It also protects the
finish coat from exudation of resinous matter oozing out from wood.

5) Ancillaries
Product Name: Asian Paints Decoprime Wall Primer ST
Description: Asian Paints Deco-Prime Wall Primer (ST) is suitable for use as primer for
masonary topcoats like distempers, emulsions, lustre & matt wall finishes. It helps in
providing a suitable surface for application of subsequent coats of putty & finish paint. It sets
fast, has good sealing properties, good resistance to wall alkalinity, moisture & fungus.

Product Name: Asian Paints Acrylic Wall Putty

Description: Asian Paints Acrylic Wall Putty is water based putty. It is one of the best
product of its kind available in the market. It provides a very strong durable foundation &
brings out the best performance from the finish paints both in looks & durability.


PRICE MIX
Asian paint produces a wide range of products which have more than 1100 shades. Their
products were targeted to the different segment of the society. The cost of the produce of
Asian paint varies according different income level of the consumer. Company follows the
principle providing the customer different kind of products and different price. In companys
Decorative premium Sector Company have products like Asian paint Royals and Asian paint
Emulsion. The cost of these products is Rs.275 and the latter Rs. 201 where the product like
GATTU and Utsav family product are targeted to lower income segment people the cost
varies from Rs.15 Rs. 20.


Products of Asian Paints in Industrial sector:
It is the second category of the product that Asian paint produces. In this segment Asian
Paints targets to industry where the paint are used for protective coatings of the machinery,
road mapping and various other industrial uses. In this segment the product are normally sold
at the premium price. Asian paint in this sector is behind its competitor Nerolac. Now Asian
Paints is trying a lot to improve the product technology and by bringing new product in this
sector to compete with its competitor.

Owing to the fact that this is an oligopoly market, Asian Paints adopted a policy of cost-plus
pricing strategy. Cost-plus pricing strategy determines the price of a product or a service by
adding up all direct and indirect costs which are related with the production and sale of that
product(service) or not.

Place mix

At the time Asian Paints entered the Indian paint business. Distribution was the most crucial
task for any new entrant. Both physical distribution and channel management posed
formidable challenges. The foreign companies and their wholesale distributors dominated the
business. Also they were shutting the doors on any new paint company seeking an entry into
the business. They concentrated on big cities where they could make the sales without much
investment in distribution infrastructure and market development.
Asian Paints sized up the scenario and formulated a unique strategy. It went in for a strategy
that differed totally from the existing pattern.

Asian Paints is a leading company in the paint industry in India. While it has grown from a
relatively small, decorative paint company to a large business that has a vast consumer
customer base, the company's methods of distribution and marketing have only changed
slightly over the years. The basic distribution and marketing strategies are still similar to the
initial strategies used when Asian Paints first opened its doors.


Wide Range of Products
Asian Paints used the strategy of offering a wide range of products to push competitors to the
side and become the leading Indian company in decorative paint. Companies that have a
larger selection available for clients or customers are more likely to retain those clients and
customers than companies which are limited and do not have the colour choices. By offering
a wide range of products, Asian Paints has been able to broaden its customer base.

Automated Machines at Distributors

Technology is a large part of Asian Paints' distribution success. The company provided
automated machines that mixed paint colours at the distributors to allow customers and
consumers more range in colour and more options. These machines use technology to
produce colours that otherwise are unavailable, resulting in a wider range of selection.

Distribute to Rural Areas
A big problem with paint companies in India was a competitive market in the large cities,
where distribution was relatively easy and the risks were low. Asian Paints started by
working from the rural areas, where distribution was a challenge and where the other
companies had overlooked. Instead of focusing in cities and urban areas, Asian Paints
focused on a national level and worked in until reaching the cities.

Focus on Emerging Markets
Expanding from India, Asian Paints started working on distributing decorative paints to
emerging economies. It is a similar strategy to the initial strategy used in India, but it is now
expanding to countries and locations outside of India. Rather than distribute to economies
like the U.S., Asian Paints has turned its focus to customers in places like Singapore and
Egypt.





Promotion mix
Asian paints the market leader of the decorative segment in the paint
market of the India. In achieve the current position a lot things are being done by the Asian
paints. The promotion strategy of Asian paints is bringing a lot of positive output to the
company. Company is using different techniques such ad. Campaign, sales promotion,
personal selling, direct marketing and public relation.

Asian paint is dominating the television advertisemnt by increasing other ad campaign cost
over 50% from next year. A total amount of 85 crores is spent on the ad campaign by Asian
paint. With huge ad campaign support behind the product the company is able to making a
brand name in the mind of customer. Their particular ad campaign Mera Walla Blue Har
Ghar Kuch Kehta Hai is being liked by the customer.

Asian paint online marketing system is helping company in lot of ways many customers all
the necessary information to the customer. It is a unique way of promotion. Asian paint had
established 30 colour world throughout the country giving the people real taste of colour. The
punch line for the colour world is Jahan Milen world ke saare colour
Asian paint has large area of Network of distribution. It has almost retail outlets throughout
the country situated in the different city of India. All the customers could easily access the
product of Asian paint anywhere and anytime.