Brand Awareness
Asian Paint is an Indian based multinational companies, operating in 16 countries across the globe. Its main objective was to take over the position of market leader across the globe. It kept growing because of its innovative spirit and customer centric approach. It created very tremendous awareness and target audience according to different segmentation like age, income, demographic, psychographic and many others. It used social media and television as the main mode for communication. However, it’s marketing campaign “mera wala ghar…” got a big hit. It opened the “Color with Asian paints” as first non-revenue store (Asian Paints, 2018; Bapna, 2018].
Brand Association
Asian Paints associated endorse many famous celebrities like Deepika Padukone, who is famous across the globe, so that people could be inspired and their sales volume could increase. Asian Paints along with its creative agency Ogilvy & Mather, work hard to bring new and creative marketing campaigns and messages, which attract the attention of people. It also developed its own cartoon named Gattu, which was considered to be one of the best effort they made for their growth. Its brand Royale is endorsed by royal siblings of India, Saif Ali Khan and Soha Ali Khan, to get people emotionally attached with their house and to make it look prettier by using Asian Paints (Bhasin, 2018).
Brand Assets
Asian Paint is indulge in providing both products and services. Products are color, paints, textures, interior walls, exterior walls, wood finishes, metal finishes, waterproofing solution, painting tools, and services are, consultancy, home décor services, retail stores, painting services, color consultancy online, and many others. They work hard and never leave a single opportunity for satisfying its customers and attracting potential customers. It is also involve in automotive paints market. PPG and Asian paints are in joint venture and operating under the name of PPG Asian Paints. Their products involve manufacturing of body coatings and plastic coatings (Asian Paints, 2018).
Brand Loyalty
Asian paints has amazed the world with its quality and reliability. It is successful in building strong relationship with customers, and try to bring innovative products and services, to never disappoint the customer. It concentrated on rural areas and sub-urban areas. Later it captured the whole urban areas. It did not leave any segment, so that every form of people will be able to get the benefit of Asian Paint. Moreover, its creativity help it to gain attention of people and easily position itself among people’s mind (Bapna, 2017).
Brand Elements
Asian Paint has design the logo to present the sophistication and contemporary looks which denoted technology and innovation. Its slogan “Har ghar kuch kehta hai” shows the clear intention of connecting people emotionally with the product and home. The best element which helped it in achieving brand equity is its broader distribution of network, and its reminders which never let people forget about the product (Bhasin, 2018).
References
Asian paints. 2018. about us. [Online], Available at: https://www.asianpaints.com/more/about-us.html, [Accessed on: 13th march, 2018].
Bapna, A. 2017. Can Asian paints become the brand for entire home? [Online], Available at: https://brandequity.economictimes.indiatimes.com/news/marketing/can-asian-paints-become-a-brand-for-the-entire-home/61022525, [Accessed on: 13th March, 2018].
Bhasin, H. 2018. Marketing Mix of Asian Paints. [Online], Available at: https://www.marketing91.com/marketing-mix-of-asian-paints/, [Accessed on: 13th March, 2018].