1. ROYALE LUXURY EMUSION PRESENTED TO: PROF. NEETA ACHARYA BY GROUP 1
AJAY SINGH DALAL
ARUSHII GUPTA
VAISHALI OBEROI
RIK ROY CHOWDHURY
DEEPIKA RAGHUWANSHI
AJAY SHARMA ZEESHAN ZAMAN
ROYALE
LUXURY EMUSION
B016
B026
B046
B052
B051
B058
B067

2. AN INTRODUCTION TO ASIAN PAINTS ROYALE
ABOUT ASIAN PAINTS ROYALE EMULSION
Asian Paints is the largest Indian Paint Company (Rs. 10,970 Crore Revenue, FY14), and the third largest in Asia.
Asian Paints entered the premium luxury emulsion segment in the year 2004, with its Royale brand.
Currently, Asian Paints’ Royale is the largest selling premium emulsion in India.
The Brand Royale offers a number of variants, such as, Royale Play, Royale Dune and Royale Aspira.
Royale Aspira translates into and easy to clean, smooth and highly durable painted surface. It is the first product in India to offer a 5 year performance warranty for interiors.
Royale Shyne is a high-sheen variant of Royale that offers enhanced radiance on walls, for those who want to make their walls a point of attraction.
Royale Lustre offers a rich satin shimmer to your walls that enhances the interiors of your home. The unique dana pattern, offers a finish that is unmatched by any other product.
Royale Luxury Emulsion offers your walls a unique, satin shimmer that complements and enhances the interiors of the home. With 1800 shades, you will truly be spoilt for choice.
Royale Play is a range of innovative, ready to use special effect finishes that bring interior walls to life.

3. Psychological Factors
LUXURY EMULSIONS: CONSUMER BEHAVIOR
Factors affecting Consumer Behavior
Buyer
Social Factors
Cultural Factors
Psychological Factors
Personal Factors

4. LUXURY EMULSIONS: CONSUMER BEHAVIOR
Cultural Factors
In Festive seasons, especially during Diwali, most Indian homes go for a complete re-painting project
Urban customers – Light Colours; Rural Customers – Dark Colours
Premium decorative paints are acrylic emulsions used mostly in the metros. The medium range consists of enamels, popular in smaller cities and towns. Distempers are economy products demanded in the suburban and rural markets.
Protective walls with Royale, using teflon surface protector in which the walls can be easily cleaned even when the kids play and scribble on the walls.
Premium decorative paints are acrylic emulsions
Asian paints offers varied products at a wide range of prices, which caters well to consumers of different income groups.
Nearly 20 per cent of all decorative paints sold in India are distempers.
used mostly in the metros. The medium range consists of enamels, popular in smaller cities and
towns. Distempers are economy products demanded in the suburban and rural markets. Nearly
20 per cent of all decorative paints sold in India are distempers.

5. LUXURY EMULSIONS: CONSUMER BEHAVIOR
A review of the Asian Paints ‘Colour Ki Lari’ contest on Facebook where fans can win a home makeover by joining their friends to a specially created lari made of Facebook friends. Paint companies and Diwali have a long standing association with most Indian homes going for a complete re-painting project on Diwali. Now, Asian Paints with the newly rebranded logo and also Asia’s third largest paint company has kicked off an exciting contest on Facebook. Fans have to add their friends into a colourful lari by tagging them on Facebook.

6. LUXURY EMULSIONS: CONSUMER BEHAVIOR
Social Factors
Saif Ali khan’s Video Ad
Teflon Surface Protector has enhanced stain resistance that protects your walls for all kind of stains. The toughest household stains like turmeric and ink are reduced to a large extent, while water based stain like tea, coffee etc. are completely removed.
With an increase in disposable incomes, an increase in the number of working women, changing lifestyles, number of ads with women being the focus, it is imperative that the marketers understand that the Indian woman plays a dominant role in purchasing everything from pin to plane for the family.
Take the case of ‘Mera wala pink’ ad of Asian Paints. It indicates the role of women making purchase decisions, for products hitherto considered as a male domain

7. Age and Lifecycle Stage Personality, Lifestyle and values
LUXURY EMULSIONS: CONSUMER BEHAVIOR
Personal Factors
Age and Lifecycle Stage
Children like wide variety of bright colour while aged people like sober colour
Life events like marriages, functions, festivals customers go for painting
Occupation and Economic Circumstances
Occupation of the influencer who are family members and that of buyers
Business people and high salary personal go for luxury emulsion Upper class want to show their status
overall economic development has lead to requirement of paint and that too of best quality
Personality, Lifestyle and values
Brands also have personalities and Consumers are likely to choose brands whose personalities match their own.
Lifestyle based spending by Indian middle class
Lifestyles shaped partly by whether consumers are money constrained or time constrained
Core values influence people‘s choices and desires over the long run
Asian paints is about people who invest their emotional energy in creating their homes

8. Psychological Factors
LUXURY EMULSIONS: CONSUMER BEHAVIOR
Psychological Factors
Motivation
It reminds of their heritage, rising aspirational levels
Creating a positive image, status, self esteem need
Perception
Painting changes the appearance of the house, as if it looks new as per selective retention
shift in the perception of paints as not only decorative but protective also as per selective distortion
Emotions
Power of emotions in India is visible everywhere, people buy the brand which connects ith them emotionally

9. Consumer buying preferences
LUXURY EMULSIONS: CONSUMER BEHAVIOR
Consumer buying preferences
Durability
Price
Health
Environment

10. Steps taken to leverage Consumer Behaviour
LUXURY EMULSIONS: CONSUMER BEHAVIOR
Steps taken to leverage Consumer Behaviour
Colour World Stores
APHS Asian Paints Home Solutions
“Celebrate with Asian Paints”
Varied products at wide range of prices
Decision maker was made the end consumer rather than contrators

11. LUXURY EMULSIONS: MARKETING MIX
PRODUCT
Variants
Play
Shyne
Lusture
Quality
Anti-fungal protection
Enhanced durability
Enhanced stain resistance
Coverage
Better coverage hence more value
Sheen
PRICE
High-end product
Value based pricing
Marketing mix

12. LUXURY EMULSIONS: MARKETING MIX
PLACE
PROMOTION
Extensive distribution network
Asian paints store
Ezycolor store
Color world stores
Advertising
Public relations
Sales promotion
Events&Exhibition
Marketing mix

13. How to divide up markets into meaningful customer groups
LUXURY EMULSIONS: MARKET SEGMENTATION
How to divide up markets into meaningful customer groups
Choose which customer groups to serve
Positioning the offerings in the minds of consumers

14. Psychographic: Value and quality conscious, lifestyle
LUXURY EMULSIONS: MARKET SEGMENTATION
Based on utility of product
Decorative
Industrial
Automotive
Psychographic: Value and quality conscious, lifestyle
Demographic: Age, Family Size, Income
Geographic: Urban, Semi urban, Rural
Behavioural : Occasion, User Status, Needs and Benefits

15. SEGMENTATION OF DECORATIVE PAINTS SECTOR
LUXURY EMULSIONS: MARKET SEGMENTATION
The Decorative Paints sector encompasses a wide variety of interior as well as exterior paints, including Asian Paints Royale, Asian Paints Premium Emulsion etc.
These are used primarily by homeowners, builders, developers, interior designers etc.
SEGMENTATION OF DECORATIVE PAINTS SECTOR
Exterior Paints –
Interior Paints – Distempers, Enamels, Emulsions
Wood Finishes
Metal Finishes
Ancillary Products – primers, putties etc.
The Decorative Paints Sector has primarily the following product offering on which the market could be segmented.
Buyer Characteristics / Economical Status of the buyer
Up market buyers and high quality seekers
Segmentation of the market could be carried out on the basis of the following parameters

16. Make your interiors look great
LUXURY EMULSIONS: MARKET SEGMENTATION
Delightful Space
Affect your moods
Make your interiors look great

17. Value & Brand Conscious
LUXURY EMULSIONS: TARGETTING
Urban and Semi-Urban
Mostly Young Families
Age Group 28-45
Value & Brand Conscious
PSYCHOGRAPHICS
GEOGRAPHY
DEMOGRAPHICS

18. LUXURY EMULSIONS: POSITIONING
Mass & Rural Market-Gattu
Association with Festivals
Har Ghar Kuch Kehta Hai
Har Rang Kuch Kehta Hai

19. Successful Advertising Campaign
LUXURY EMULSIONS: POSITIONING
LUXURY EMULSIONS: TARGETTING
Surprise your Spouse
Successful Advertising Campaign
Helped in building Customer Relationship
The Wall takes it All
Interactive & Innovative Medium
Customer-Engagement

20. MAJOR PLAYERS AND BRANDS IN THE PREMIUM EMULSION SEGMENT
Competitive Position
Competition Analysis of Premium Paints Section
MAJOR PLAYERS AND BRANDS IN THE PREMIUM EMULSION SEGMENT
Asian Paints
Berger
Kansai Nerolac
Akzo Noble
Royale
Silk
Impressions Eco Clean
Dulux Velvet Touch
Royale Play
Rangoli Easy Clean
Impressions Disney
Dulux Weather Shield Max
Royale Luster
Rangoli SuperAcrylic
Impressions Ideaz
Royale Aspira
Weather Coat
Royale Dune

21. ROYALE LUXURY EMULSION: COMPETITVE POSITION
Major Players and Brands
Competitive Position
Competition Analysis of Premium Paints Section
ROYALE LUXURY EMULSION: COMPETITVE POSITION 1
First Entrant: Asian Paints was the first to enter the Premium Decorative Paints sector in 2004, giving it immense competitive advantage 2
Strong Distribution: Asian Paints’ strong dealer network creates a huge entry barrier for new players and makes it difficult for existing players to make inroads into the decorative market.
Largest Base of Tinting Machines, which are color dispensing machines at the dealer end result in low inventory, and provide a wide variety of colors to the customer

22. ROYALE LUXURY EMULSION: COMPETITVE POSITION
Major Players and Brands
Competitive Position
Competition Analysis of Premium Paints Section
ROYALE LUXURY EMULSION: COMPETITVE POSITION 3
Formidable Brand Strength: Royale has been able to create a strong brand equity with dealers, painters and customers, making it difficult for new players to compete. 4
Best ‘Paint Service Provider’: Asian Paints’ has leveraged itself from being a producty seller to a solutions provider.
Ezycolor provides an online colour consultancy, wherein customer can simulate the colour effect to the room, thereby helping them choose. Other players have entered this territory very late.
It pioneered an online chat app ‘Ask Aparna’ where queries can be solved online via chat by customers.

23. ROYALE LUXURY EMULSION: COMPETITVE POSITION
Major Players and Brands
Competitive Position
Competition Analysis of Premium Paints Section
ROYALE LUXURY EMULSION: COMPETITVE POSITION 5
Heavy Advertising Spend: Asian Paints leads the way with the highest ad spend among all its competitors.
Brand Ambassadors: Premium Emulsion Brands have invested heavily into advertising, roping in celebrities (like Saif Alli Khan) for endorsement.
Other players closely followed: Berger – Katrina Kaif, Nerolac – Sharukh Khan, Dulux – Farhan Akhtar 6
Colour Experience Centres: Most of the big players have set-up experience centres acoss cities to display their colours in addition to their dealer segment.
Asian Paints came up with ‘Colour Idea Store’,and has now 100+ stores pan India. No other competitor has this level of off-line colour consultancy present as of today.

24. ROYALE LUXURY EMULSION: COMPETITION ANALYSIS OF PREMIUM PAINTS SECTION
Major Players and Brands
Competitive Position
Competition Analysis of Premium Paints Section
ROYALE LUXURY EMULSION: COMPETITION ANALYSIS
OF PREMIUM PAINTS SECTION
Royale is the overall Market leader due to cost leadership in decorative paint market. Other players like Berger, Nerolac and Akzo Nobel trying to grab a larger share of the decorative paints pie.
Competitive Rivalry:
Customers are more price sensitive because for them number of options are available and decisions are made based on quality, price and differentiating factors (like weather protection, environment friendly paints). Asian Paints has reasonable price for its Royale Emulsion w.r.t durability
Bargaining Power of Buyers:
The Decorative Paint industry is raw material intensive industry with more than 300 products going into the manufacturing of the final products. Thus, Bargaining power of supplier is Medium. Asian Paint has the most extensive supply chain
Bargaining Power of Suppliers:
  The availability of substitute is very minimal. In the rural areas lime wash is conventionally used substitute for paints. One alternative option for decorative walls available today is Wallpaper. Thus, the availability of substitutes in the Indian Paint Industry is Low to Medium.
Threat of Substitutes:
 As it has been stated earlier that the paint market in Indian is dominated by few players, making it difficult for anyone new entering the industry to compete. Since new technologies are also available to shorten production life cycle of paint. Thus, Threat to new entrant is Medium.
Threat of New Entrants: