Marketing Strategies In The Globalised Era: A Study With Reference To Asian Paints
Asian Paints India Ltd. has was the market leader in the Indian paint industry for over three decades. Since its establishment in 1942, the Indian paint giant has been making considerable efforts towards becoming a global powerhouse’s result of a series of acquisitions beginning 2002,the company has made its way into the list of the world’s top ten decorative paint companies. As on today AP operates in more than seventeen countries with one billion turnovers. It has twenty-five paint manufacturing facilities in the world, serving consumers in more than 65 counteries. The group also operates around the world through its subsidiaries – Berger International ltd., Apco coatings, SCIB Paints and Taubmans. When the company decided to embark on an expansion plan, key focus area was to empower its 30,000 strong dealers network – its prima facie go to market which led to keep pace with the rapidly evolving consumer demands and rising expectations. The distribution strategy works such that Asian paints supply its product to its dealers. Who in turn sell it to end consumers. To facilitate this process, dealers call Asian paints to place any customer order. Traditionally dealers would call over 150 sales offices of Asian paints in different parts of the country. With a very effective telephonic system for placing order and knowing the status the company is rendering its effective services all over.
Index Terms- Make in India, Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce and Industry, Foreign Direct Investment (FDI), India Machine-to-Machine (M2M) Modules, Enterprise Resource Planning(ERP) and Supply Chain Management (SCM), i2 Technologies ,SAP ERP solution, Market share, Internet market