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Tempered selling

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Karthick Sa
Karthick Sa

The document discusses rural marketing strategies of Nerolac Paints and Asian Paints in India. It provides histories of the two companies. Nerolac Paints has historically dominated the automotive paint market but is now focusing on the decorative paint market, aiming for 20% market share. Asian Paints currently dominates 40% of the decorative paint market. It discusses the companies' marketing strategies in rural India, focusing on Asian Paints' strategies like targeting niche and mass markets with low prices and innovations. It also outlines Nerolac Paints' strategies using brands like Goody to target price-conscious customers, but that it has not been as effective as Asian Paints' strategies.

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RURAL MARKETING PRESENTED BY, KARTHICK PRIYANKA STEPHEN
DISCUSS Nerolac paints and Asian paints Companies History in rural marketing Competition of Asian paints and Nerolac The marketing strategy for goodlass to outwit the Asian paints.
HISTORY OF GOODLASS NEROLAC Bagging a 65 percent of share in automotive paints. New focus or target: Rs.490 (crore) on decorative. Targeting 20%in next five years. T.R. venkatesh(MD) Mainstay of NEROLAC; Electrode position(ed),it is electrical process and these particles move towards either by anode ED technology or cathode ED technology. Largest supplier to maruti,lancer,ford,bajaj,etc Thinking it is a right time to extent its brand equity.
HISTORY OF ASIAN PAINTS Asian paints dominates 40 percent of share in decorative. And automotive paint market was dominated by NEROLAC paints. Asian paints concentrating on decorative paints market and they know it is going to be a great success;
COMPETITION
ASIAN PAINTS Concentrating in niche market Gain in respect in mass market with low price and great innovations Went to rural india Upgrading chuna into utsav. Major innovation in packaging; one-litre,50-ml (the time during the festival )
UNDERSTAND THE MARKET Understand the consumer need of advertising theme, For your walls Paint is an expensive affair encourage people to use paints by 1.painting experience 2.And painting resembles an enjoyable experience and good life. 3.targetting regional festivals and occasions. Dealer loyalty and widespread retail network and centenary celebrations with old dealers and employee. 10,000 dealers in 3,500 towns.
NEROLAC PAINTS Goody synthetic distemper Mid-market paint (upgrade of whitewash into powder distemper) Better than utsav ,and targeted people who are price-conscious. Planned to beat the competition on distribution, with 8000 dealers. Spent Rs.11.5 crores in advertising.
Goody went in various avatars and introduced 3 premium brands are; zolocoat,satin-emulsion,gumtex. It went to success and it cant beat the Asian paints. Because the strategy NEROLAC used it is not effective as like the Asian paints.
STRATEGY TO OUTWIT
Tempered selling

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Tempered selling

  • 2. DISCUSS Nerolac paints and Asian paints Companies History in rural marketing Competition of Asian paints and Nerolac The marketing strategy for goodlass to outwit the Asian paints.
  • 3. HISTORY OF GOODLASS NEROLAC Bagging a 65 percent of share in automotive paints. New focus or target: Rs.490 (crore) on decorative. Targeting 20%in next five years. T.R. venkatesh(MD) Mainstay of NEROLAC; Electrode position(ed),it is electrical process and these particles move towards either by anode ED technology or cathode ED technology. Largest supplier to maruti,lancer,ford,bajaj,etc Thinking it is a right time to extent its brand equity.
  • 4. HISTORY OF ASIAN PAINTS Asian paints dominates 40 percent of share in decorative. And automotive paint market was dominated by NEROLAC paints. Asian paints concentrating on decorative paints market and they know it is going to be a great success;
  • 6. ASIAN PAINTS Concentrating in niche market Gain in respect in mass market with low price and great innovations Went to rural india Upgrading chuna into utsav. Major innovation in packaging; one-litre,50-ml (the time during the festival )
  • 7. UNDERSTAND THE MARKET Understand the consumer need of advertising theme, For your walls Paint is an expensive affair encourage people to use paints by 1.painting experience 2.And painting resembles an enjoyable experience and good life. 3.targetting regional festivals and occasions. Dealer loyalty and widespread retail network and centenary celebrations with old dealers and employee. 10,000 dealers in 3,500 towns.
  • 8. NEROLAC PAINTS Goody synthetic distemper Mid-market paint (upgrade of whitewash into powder distemper) Better than utsav ,and targeted people who are price-conscious. Planned to beat the competition on distribution, with 8000 dealers. Spent Rs.11.5 crores in advertising.
  • 9. Goody went in various avatars and introduced 3 premium brands are; zolocoat,satin-emulsion,gumtex. It went to success and it cant beat the Asian paints. Because the strategy NEROLAC used it is not effective as like the Asian paints.