The of their own lifestyles, can pick and choose

earliest form of exchange was known as barter. Modern marketing began in the
early 1990s. In the twentieth century, the marketing process progress through
three distinct eras – production, sales and marketing. In the 1920s, firms
operated under the premise that production was a seller’s market. Product
choices were nearly nonexistent because firm managers believed that a superior
product would sell itself. This philosophy was possible because the demand of
products outlasted supply. During this firm success was measured totally in
terms of production. (Business Encyclopedia)

             Marketing in the 1940s and 1950s was highly
descriptive and preoccupied with establishing its domain and functions6. The
overarching characteristics of the marketing field was its reliance on
economics, which provided the philosophical assumptions of rational choice,
functional utility of products, objectivity of the researcher, a single
reality, and separable and independent marketing elements. The primary focus
was on the activities of the firm.

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            The consumer was seen as a utility
optimizing individual who would consciously weight the costs and benefits of a
purchase. Quality, price and durability were deemed the most important
attributes. Along with these economic assumptions, researchers stressed
business transactions. The role of marketing was to stimulate and service
demand 7. For example, the 1935 American Marketing Association
definition of marketing was the “performance of business activities that direct
the flow of goods and services from producers to consumers” .

            Marketing is then a process of
providing customers with parts of a potential mosaic from which they, as
artists of their own lifestyles, can pick and choose to develop the composition
that for the time may seem the best.

            Marketing is not only an impersonal
economic activity, but in addition to its conventional considerations about
exchanges, buying and selling values, income, budget, outlets, and
transportation, it is in evitable interwoven with other personal, non economic
relationship in society.


            There is a clear indication that the
paint industry in India is poised for a growth further, based on changing
national and international economic developments. However, such a growth is
likely to be affect by certain inherent local specific problems. These problems
call for an in depth study so as to bring about suitable corrective mechanism
and through which relieves the industry of such problems of a free and fair

            The supply of paints in India is
limited on account of low capacity utilization of production of paints. Equally
limiting factor is its per capita consumption or demand for paints in India. As
a result, companies are investing in sophisticated supply chain management
tools. Margins remained under pressure due to dropping prices, which have been
more strategic and forced by the market leader. Companies have been working on
improving internal efficiencies to retain profits. The pressure from original
equipment manufacturers to reduce prices has also been a cause for low profits
for paint companies. The performance of the decorative division also hinges on
rainfall (which may lead to heavy corrosion). In the last five years, the
country witnessed three years of poor rainfall which adversely impacted the
total paint demand. So the demand for and supply of paints in India need to be
improved by strengthening the existing systems.

            India has a large number of paint
shops or outlets, more than 50,000. Unlike in most of the developed world.
There is a large number of small paint and hardware shops that cater to the
local population. The Indian paint industry has more or less equal and highly
competitive players on both organized sectors. Unorganized sector consists of
small and medium enterprises (SME).

            Asian paints, Godless Nerolac, ICI
(India), Berger, Jenson & Nicholson and Shalimar are the leading companies
under the organized sectors. Threat of global competition is minimal in this
industry. Asian paints Limited dominate the decorative segment, with a 29
percent market share. Berger paints goes next with a 10 per cent market share.
Nerolac and ICI have 8 percent shares, respectively, in this segment followed
by Shalimar. In this connection it could be stated that the sales promotion
measures taken by the units under organized sector have yet to reach the
customers of both organized and unorganized sectors.

            The advertisement of paint industry
does not serve the purpose and as such the producers of unorganized sector
encase upon, among the rural consumer. The one impotent thing to look into it
is that the strategic advertising opportunities were not really explored well
enough. The awareness of the brand almost diminished in places where it was
already low. The brand is far from being recognized and there was a marginal
increase in sales and in the monthly average survey of the brand knowledge. In
India there has been no other marketing and brand strategizing as good as its
Indian competitor. The very classy advertisements do not really resonate with
the elite Indians also. What they need is something that touches them and not
just informs them. It is clear from the above that paint industry in India is
an is not comfortable in the delivery of the desired services to the target
audience in view of the problems stated above paint industry in India with
special reference to Tamilnadu on the basis of the objectives listed below.


topic is to execute the effectiveness of the marketing strategies of Asian
paints. It will help the   all of its
stakeholders to ensure its market share growth as well as increase its
performance. This research will reflect the awareness level as well as feedback
from the customers and will help to generate new ideas about future products
along with product awareness program. it is dealers and customers opinion ,new
ideas   paint new products produced and
marketing in the  high targeting of Asian
paint company.


v  To
study the effectiveness of various sales promotion measures adopted by Asian
paints manufactures and dealers

v  To
offer suggestion for enhancing the marketing strategies of   paints.


Researcher made reviews of earlier studies. Among the
reviews made few studies have been made on marketing of consumer goods. As
paints and paint products are consumer’s goods, the research made an attempt to
study the marketing strategies adopted by Asian paints products Ltd especially
in southern districts of Tamilnadu.


The study determines the marketing strategy adopted by
top for Asian paints manufacturer and dealers in   districts of Tamilnadu. As the study is
descriptive in nature, designed to analyze the factors influencing the
marketing of   paints products in
Southern district.



The researcher has collected both primary and
secondary data for the purpose of this study.

v  The
primary data were collected directly from the sample respondents including,
dealers and customers. Using well structured interview schedule the data has
been collected from 15 dealers and 200 customers of Asian paints.. The
secondary data has collected from the text books, magazines, journals, internet
sources of Asian paints private company limited. Simple random sampling method
is used to collect primary data.




The limitations of the study are as

Ø  Time
constraint is one of the limiting factors.

Ø  A limited
sample size to 15 dealers and 200customers were considered as sample units
because of time constraints.


v  Types of sales promotion

Among 200 respondents, 34 % of the respondents has the
opinion that sample supply, 25.5%of the respondents has the opinion of contests
offered, 23.5% of the respondents has the opinion of free coupon, and 17% of
the respondents has the opinion  of  others factors motivated them to buy Asian

Hence it is clear that majority of the respondents 34%
of the respondents has been motivated by sample supply.

v  Advertising in paints in

Among 200 respondents, 43.5% of the respondents are
has been watching advertisement for paint in television, 12.5%of the respondents
in paint in radio, 15% of the respondents in newspaper. 13% of the respondents
in magazine. 27% of the respondents in internet.

Hence it is clear that majority of the respondents
43.5% of the respondents are has been watching advertisement in television for

v  Advertising media &
purchase performance

Among 200 respondents, 43.5% of the respondents are
purchased paints based on television advertisement, 11.5%of the respondents
through radio advertising, 15% of the respondents through newspaper
advertising. 13% of the respondents through magazines advertising. 27% of the
respondents through internet advertising.

Hence it is clear that majority of the respondents
43.5% of the respondents are purchasing through television advertising

v  Advertising level and
performing sales

Among 13 respondents, 46%of the respondents are highly
sale for heavy advertising periods, 31% 
of the respondents has are moderate sale for heavy advertising periods,
and 23% of the respondents has are Satisfactory 
sale for heavy advertising periods

Hence it is clear that majority of the respondents are
46% of the respondents are highly sale for heavy advertising periods

v  Manufacturer selling out
of products

15 respondents, 26.67% of the respondents are advertising products , 13.33% of
the respondents are launching sales promotion, 36.67%  of the respondents are proper destruction,
and  53.33% of the respondents are
providing financial incentives

Hence it is clear that majority of the respondents
53.33% of the respondents are providing financial incentives

v  Margin on maximum retail

Among 15 respondents, 13.33%of the respondents are up
to five percents, and 86.67% of the respondents are 6-10 percents.

Hence it is clear that majority of the respondents are
86.67% of the respondents are 6-10 percents. 

v  Sales bellow the cost

Among 15 respondents, 80% of the respondents that the
sale bellows the cost price, and 20% of the respondents are not sale bellow the
cost price.

Hence it is clear that majority of the respondents 80%
of the respondents that the sale bellows the cost price




Create Awareness through

            Advertisements are important for
(low involvement products like paint; because the customer have les brand
awareness and about type of popular company. So, paint companies may change
their advertisements, in the way they inform customers about the durability of
a particular product, frequency of painting work and defects of not painting
the houses. Paint companies also inform about healthy paints (eco-friendly)
through advertisements. It is to create necessary awareness about water based
paints in India. Advertisement is an effective marketing strategy especially in
the paint industry. The advertisements strategies of paint and developing a
long – term image of the products. This will help the paint companies in the
way to create better brand awareness among the customers and improving their
market share. A great is built form a great product that is of high quality.
There is need to improve the quality of products from time to time. This helps
making the product a great brand, thereby improving the demand for the products
in the market.

Ø   Monitoring the strategies in practice

            The marketing department of the
paint companies have to develop a strategy viz., promotion strategies,
distribution strategies, pricing strategies, service strategies, product
strategies, service strategies, product strategies and market information on
customer preferences, expectations, purchase pattern, behaviour and their
feedback through the distribution network. Thus, the constant touch with the
customers and the pulse of market can be maintained which in turn will be
helpful in designing marketing strategies. The paint companies succeed or
otherwise as determined by their marketing strategies. All organized players
are introducing various service those attract the customers. Some new types of
paints launched by the companies to attract more customers and washable,
odorless interior paints, water based enamels and anti-bacterial paints.

            In case of architectural paints, the
customer prefers good quality paint that lasts longer as the cost of painting
forms a significant percentage of their entire spending. Certain paints do not
last long, which is a major cause of concern among customers. Paints