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Customer Awareness – A Study with reference to Asian Paints India Ltd.

Paint industry has shown a rapid growth in the last year 2003-2004, and since then there has been a decreasing growth in the industry. Asian Paints – one of the largest paint companies in India, which has shown a tremendous growth since its establishment, liberalization. This is an achievement, achieved by careful planning a following firm procedures set by the company management.

Asian is qualitative company with strict rules and regulations. All the planning takes place at the central office Mumbai. Each Asian paint production center has a distinguished packing so that by looking at the drum or cartons the plant identification become easy to the godown incharge. The company has a excellent distribution network which is the prime reason for its success followed by marketing plans.

The company has a full fledge research of development function, whose aim is develop and present new products every year. The price and selection of target is also done to protection. Considering the promotional part Asian Paints employed Ogilvy and Mather to attract the customers.

Asian Paints has developed many brands and which have well penetrated in the minds of customers. Ex: Apcolite, Apex, ACE, etc., And Asian Paints was the first to enter with manual color dispensing concept which took off with the advent of computers, Asian is not lacking behind in this they have developed “Colour World” for the consumers with 1150 shades to be selected from.

The study of my topic is “Customer Awareness” with reference to Asian Paints India Limited. And Advertising, sales promotion, personal selling, public relations, and publicity are the customers awareness programs to be conducted by the company.
Author: K. Srinivasa Rao

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