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Strategies used to leverage consumer buying behaviour

ANSHUL BHATIA
VRITIKA CHOUDHARY
VAIBHAV JAIN
TANUSHREE K.
SURBHI SHRIVASTAVA
VIVEK SINGH

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ASIAN PAINTS - A BRIEF OVERVIEW

Founded in 1942
Indias largest and Asias third largest paint company
Annual Turnover INR 127.15 billion in 2013-14
Operates in 17 countries and has 23 manufacturing facilities
Subsidiaries Berger International Limited, Apco Coatings, SCIB
Paints and Taubmans

BRAND POSITIONING

Products and
Brands

Decorative Paints
Interior wall paints(Apcolite, Tractor, Royale)
Exterior wall paints(Ace, Apex, Apex Ultima)
Wood Surface paints(Woodtech, Aquadur)
Metal Surface paints(Utsav, Premium Semi-Gloss Enamel)
Industrial Coatings
Protective Coatings
Floor Coatings
Road Markings
Ancillaries
Wall Primer
Acrylic Wall Putty
Wood Primer

Factors influencing
Consumer Buyer Behavior

Brand Campaigns

Har khushi me rang laye

This campaign shows how


Cultural factors affects ones
decision. In any celebration, be it
marriages, festivals, child birth ,
some people love decorating
their homes to celebrate their
happiness and Asian Paints tried
to be their first choice by
providing various shades apt for
every occasion.

Cultural Factors
Leveraging the diverse culture of India by designing
specific advertisements in local languages.

Product Specific
Asian Paints Royale Campaigns

1)Social Factor :The campaign is targeted towards the younger generation independent and upper-middle class to high-class who want to paint their house
in a royal way and with paints which last longer.
2)Aspirational Factor : Asian Paints have chosen Saif Ali Khan to leverage his
royal lineage and his fan following.

Motivational Factor: Royale Play isnt


just about the end result of achieving a
great look, but also about enjoying the
process of creating it, which is the core
positioning of this brand. The thought is
to appeal to the creative side of the
consumer.

Personality Factor:Royale Aspira is the


international gold standard in paints. It has best in
class wash ability and soft sheen. It portrays
success and sophistication.

Asian Paints Tractor Emulsion


Lifestyle Factor: Tractor Emulsion is focusing at value for money at a time when the
inflation is high and the economy has gone into recession. It aims to leverage the money
constrained social class of people.

Lifestyle Factor: Tractor Emulsion is focusing at value for money to leverage the money
constrained social class of people.
Plastic Paint ki Shaan Kum Dam Mein.

Ace & Apex

Reference Group: This campaign targets how the consumers image in front of their
neighbours influence their buying behaviour.
Roles and Status: It also depicts that the house is an important asset in the life of
Indian consumer and how it affects their status in society.

Different concepts to affect consumer


buyer behaviour

Color
Consultancy

Home solution

Kids World

Color Ideas

Ask Aparna