MARKET SHARE

60%

50%

40%

MARKET SHARE
30%

20%

10%

0%
Asian Paints Nerolac Berger ICI
For Interior walls :

Need Segments on basis of needs

Premium Range Mid Range Economy Range

✓
Glossy
✓ ✓
Washable
✓ ✓ ✓
Long Lasting
✓ ✓
More Area
coverage

✓ ✓ ✓
Smooth
✓ ✓ ✓
Anti Peeling
✓
Oil Resistant
✓
Light Reflective
For Exterior Walls :
Need Segments on basis of needs
Premium Mid Range Economy Range
Range
Weather ✓ ✓
Resistant
Anti Fading ✓ ✓
Long Lasting ✓ ✓ ✓
More Area ✓ ✓ ✓
coverage
Anti Fungal ✓ ✓
Sun Reflect ✓
Dirt Resistant ✓
Anti Peeling ✓ ✓ ✓
Water Resistant ✓ ✓
 Interior Wall Painting
Premium Range Medium Range Economy Range
Segment Segment Segment
Socio- Economic A,B C D,E
Classes
Geographic location Urban and metro Urban, semi-urban Urban, semi-urban
cities cities and towns and rural areas
Features Coverage area- 9.3- Coverage area- 12- Coverage area- 10-
16.3 Esq./litre, 14 Esq./litre ,Drying 12 Esq./litre ,Chalk
Drying time – 45- time - 30 minutes, resistant, does not
90 minutes, smooth Matt Finish come off,
finish, Non – Matt finish
flammable, Abrasion
resistant, Non-toxic,
health and
environment
friendly,
 Exterior Wall Painting
Premium Range Medium Range Economy Range
Segment Segment Segment
Socio-Economic A,B C D,E
Classes
Geographic location Urban and metro Urban, semi-urban Urban, semi-urban
cities cities and towns and rural areas
Features Coverage area-50- Coverage area-50- Coverage area-50-
60 sq ft/kg, 60 sq ft/kg, 60 sq , durability –
durability – 7 years, durability – 5 years, 3 years,resistance to
technologically long lasting, chalking,
advanced(state-of-the-
withstanding weathering and
art), dirt pick up
extreme weather cracking, not
resistance,, anti
conditions, algae effective
algae and anti
and fungi resistant, in excessive rainfall
fungus, rich sheen water based. region, anti fading,
finish, highly last longing, water
durable based
 Product Packaging

Type of paint Types of packaging supplied

Premium Range Segment 20, 10, 4, 1 litres

Mid - Range Segment 20, 10, 4, 1 litres

Economy Range Segment 20, 10, 5, 2, 1 kgs

 Target Asian Nerolac Berger Dulux
Customers Paints
Interior Wall Paints
Premi Stain resistant Life-style Nerolac
Asian Silk Dulux
Smooth Finish
um Customizable
oriented Pearls
Paints Luxury Velvet
Range consumers Lustre
Royale Emulsion Touch
shades who seek Finish,
Textures
variety and Nerolac
Aesthethic
Appeal excitement Impression
Metallic
Mid Anti-Fading Flashy but Asian Paints Beauty Bison Dulux
Range Matt Finish resource Tractor Premium Super Acrylic
Long lasting constrained Emulsion Acrylic
Washable Emulsion Emulsion
consumers Distemper

Econo Value-for- Rural market, Asian Paints Nerolac Bison ICI Maxilite
money economy Utsav Acrylic Beauty Acrylic Acrylic
my consumers who
Durable Distemper Distemper Distemper
Range seek practical
and functional
purpose
 Target Asian Nerolac BergerDul
Exterior Wall Paints Customers Paints ux
Premium Anti-Algal Consumer who Asian Paints Impression WeatherCoa Dulux
Range Dust resistant value Apex Ultima Excel Total t WeatherShie
Superior knowledge and All Guard ld
finish seek durability,
functionality
and value

Mid Alkali Middle class Asian Paints Nerotex Matt Berger Dulux
Range Resistant consumers Apex Decorative WeatherCoa WeatherShie
UV Resistant who demand And t ld Clear
Long-Lasting value for Protective
money & Exterior
durability Finish

Economy Water Consumers Asian Paints Nerolac Walmasta Dulux

Range Resistant looking for Ace Suraksha WeatherShie
Durability economy Plastic ld Max
Exterior Paint
 Points Of Parity

Coverage area
Price
Shades
Packaging
Sold at same Hardware stores
 Points of Difference

Texture
Finish
Home Solutions
Themes
Test Packs
 Positioning Statements

 Royale - Among the life style oriented customers, Asian Paint

Royale is the brand of decorative paint for interior walls that
offers variety and excitement because of textures
 Tractor Emulsion- Among the resource constrained
consumers who seek attractive and long lasting finish on the wall,
Asian Paints Tractor Emulsion is the brand of interior wall paint
that offers an attractive matt finish because of its formula of
acrylic copolymer binder
 Utsav acrylic distemper- Among the rural and economy
consumers who seek practical, functional as well as stylish
purpose, Asian Paints Utsav is the brand of water based interior
wall paint that offers durability and value-for-money along with
matt finish because of its acrylic nature and affordable price
 Apex Ultima- Among the consumer who value knowledge and seek
durability and functionality, Asian Paints Apex Ultima is the brand
of high performance exterior wall paint that offers long lasting
exterior performance in extreme weather condition, anti-algal and
anti-fungal protection, dirt resistant and because of its latest state-
of-art technology and unique anti-algal chemistry
 Apex- Among the middle class consumers who demand value for
money & durability, Asian Paints Apex is the brand of long lasting
exterior wall paint that offers anti-alkali, UV-resistant long lasting
performance in a reasonable price because of its latest technology
and affordable price
 Ace- Among the consumer who look for economy, Asian Paints Ace
is the brand of water based exterior wall paint that offers durability
and water resistance because of its technology and low price
 Positioning Statement for Asian Paints

Among institutions and home owners, Asian Paints

is the brand of wall paints that connects to its
customers at an emotional level because of its
superior quality and customer centric approach