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Pages 17
dqwdFinal Project Report

Product: ASIAN PAINT ROYALE
Group 6

Executive Summary

Aim of this project was to apply the learning from marketing class and based on that develop a marketing plan for chosen brand. To do that we chose the product Asian Paints Royale and explored the various product related aspects. The detail analysis consisted of 5 stages 1. Detailed analysis of product based on situational analysis 2. Evaluation of marketing strategy for previous years 3. Review of current marketing strategy 4. Comparison with marketing plan of competitor brands 5. Developing marketing plan for next year
In the first phase of analysis we did situational analysis based on 5Cs – Company, customers, Competition, Collaborators and context. With this we were able to identify opportunities, threats etc.

Based on data collected from various sources we were able to evaluate marketing strategies. We evaluated Segmentation schemes, target segment and rationale behind the target group.

Based on that we understood positioning of the product. We compared this competitors and understood how asian paints royale differentiates from its competitors. We did 4P analysis and product, price, place and promotion of the Royale. Our analysis was based upon data collected through asian paints spokesperson, social media pages and official reports.

To predict the future strategy for marketing we looked through previous annual reports figured out what cost and timelines were involved in the project. Based on that we prepared schedule of activities and expense forecast. Financial projections for 2014 were also part of these predictions.

INTRODUCTION

Asian Paints is India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 96.32 billion. Asian Paints was established on February 1, 1942 by Champaklal H. Choksey, Chimanlal N.…...

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