OYO Rooms, also known as OYO Hotels & Homes is the third-largest hospitality chain by room count providing a comfortable room stay and ensuring the acceptability of the services by the OYO’s customers in more than 80 nations. Incorporated in 2013 by Ritesh Agarwal (one of the youngest Indian entrepreneurs, the founder and CEO of OYO Rooms) it has established itself as the fastest-growing network of hotels offline and online.
Headquartered in Gurgaon, it has expanded its reach worldwide within the span of 10 years and has employed over 17,000 employees globally. However, this is not the only reason why OYO has recorded such a huge success. Its excellent marketing strategy shows that it continues to be a leading hotel chain.
Ritesh Agarwal started his journey at the age of 17 and is considered to be one of the youngest CEOs in India. In 2011, Ritesh moved to Delhi with the intention of starting his own business. Soon, he started traveling extensively across India and stayed in PGs or budget hotels. These unpleasant traveling and stay experiences led him to launch Oravel Stays in 2012.
Ritesh has been one of the judges in Shark Tank India since Season 3.
Ritesh Agarwal – Founder & CEO, OYO Rooms
Oravel to OYO Rooms
Oravel Stays Pvt.Ltd was Ritesh’s first startup. Oravel was designed to enable the listing and booking of budget and premium accommodations.
It was meant to be a destination for short and midterm rentals for bed and breakfast joints, private rooms, and serviced apartments.
Oravel was then transformed into OYO Rooms in 2013 when Agrawal realized that a combination of bed and dinner was not sufficient. He proposed to make it an affordable and standardized accommodation.
OYO rooms are India’s largest branded network of budget hotel chains. It currently operates across 400 Indian cities including major metros, regional hubs, leisure destinations, and pilgrimage towns, and was valued at $9.6 billion in 2022.
They offer the hotels to their clients and retain a proportion of the profits.
OYO Rooms is a budget hotel aggregator in India. In order to standardize different measures in each room, OYO Rooms partners up with hotels, including free wifi and breakfast, flat-screen televisions, spotless white bed linens, toiletries with a brand name, 6-inch showerheads, drinking cups, etc.
OYO uses a mix of demographic, geographic, and psychographic segmentation strategies to understand the changing needs of the customers in the competitive market. OYO segments the market in the following manner:-
OYO Townhouse targets Millennial travelers
OYO SilverKey caters to the needs of corporate travelers
OYO Vacation Homes targets people who come on vacation at the beach or a villa on an exotic island
OYO Life provides residential space
Targeting strategy is the cornerstone of the product development process. OYO uses a differentiated targeting business strategy for different product categories.
Corporate tie-ups for airline travelers
Tours and travels
College students or working professionals who are in search of fully managed homes on long-term rentals at an affordable price
OYO uses a value-based positioning strategy for its customer by providing:-
Standardized budget hotels
Luxurious productive place
Open grass greenery
Better room service
Marketing Mix of OYO Rooms
As OYO Rooms concentrate on co-branding, they operate differently from OTAs (Online Travel Agency). They state that they are working with zero-to-2-star hotels and guest houses, ‘standardizing’ them and getting them customers through their website and apps. Usually, other hotel aggregators simply connect the customer with the hotel by listing hotels on their website and taking a commission as their revenue. They would work out a deal with the hotels with a minimum order guarantee per month and are able to provide discounted rates and deals on the room rates compared to the rates provided by the hotels directly to a normal guest.
OYO’s market coverage has swiftly increased because of being listed with travel aggregators like MakeMyTrip, clear trip, and hotels.com. Their aim is to target small business travelers and budget tourists to eminently swift-cash and that works in favor of OYO because revenue gets realized quicker too.
Product in the Marketing Mix of OYO
Oyo has a wide range of products and services that they offer to their customer as per their need. OYO Rooms, OYO Hotels & Homes has a multi-brand approach. These include:
OYO Townhouse
OYO Home
OYO Vacation Homes
SilverKey
Capital O
Palette
Collection O
OYO LIFE
YO! HELP
Promotion/Advertising in the Marketing Mix of OYO
OYO prefers to promote via various social media sites such as Facebook, Twitter, Instagram, Pinterest, etc. With its exclusive offerings and reduced costs, OYO uses the digital platform to draw new customers.
OYO organizes several online campaigns such as #AurKyaChahiye on YouTube, #OneForEveryone contest, #OYOnauts, Father’s Day Celebration campaign, etc.
Many of the promotions have featured artists from Bollywood to make them more appealing. Sonu Sood is the brand ambassador of OYO.
Brand Endorsement by Sonu Sood
Pricing in the Marketing Mix of OYO
The strategy of OYO Rooms is to attract customers with a lower room price than the hotel’s base price.
The primary objective is to provide an unequaled price that suits the user’s budget. The room price varies depending on the location and luxury of the hotel, between Rs. 399 and Rs. 4000.
Overall OYO Rooms follows a very sensible approach, aimed at providing rooms with outstanding facilities at a moderate rate and generating customer loyalty.
Place in the Marketing Mix of OYO
Oyo rooms work fully online where one can book the available hotels at an approximate cost either via an app or through online platforms.
Once booked with a confirmation one can avail of the service on reaching the booked hotel on a specific date.
OYO Rooms Online Booking
People in the Marketing Mix of OYO
Oyo team comprises 25000 young and professional people who deliver maximum both for the company and individual growth.
With a dynamic team, OYO provides excellent customer service, creates a positive experience for its customers, and in doing so markets its brand to them.
OYO started with traditional marketing to make people aware of its brand. It used billboards, TV ads, print media, flyers, and even taxi ads, especially in cities and tourist areas. These methods helped OYO reach travelers who were not very active online.
OYO Billboard
OYO also focused on local marketing by working with travel agents and sponsoring events. This helped build trust and made OYO a familiar name among different types of travelers. However, while billboards and ads caught people’s attention, they couldn’t engage customers like digital marketing. That’s why OYO later shifted to online marketing, using social media and personalized ads to connect with more people in a better way.
OYO Digital Marketing Strategy
OYO has shifted its business model from hotel aggregator to the fastest-growing chain of franchises offering OYO hotels (OYO flagships, townhouses, studio stays Collection O, Premium), living spaces (OYO Life), and workspaces (OYO Workspaces).
Marketing Approach Adopted by OYO Rooms
Prices in the real estate sectors are rising day-by-day still OYO has managed to provide the best places to people at an affordable price. The Internet brought the world closer and digital media became a huge marketing platform. In today’s digital and connected world, it is important to stay ahead of the competitors. OYO makes use of a 360-degree marketing strategy. OYO used all forms of digital as well as traditional media to reach its customers. Traditional media include both print and television whereas digital media include Google search ads, social media ads campaigns, and OYO’s own website and app.
Assi Reach Gaye? | OYO Rooms Official | Roadtrip
Search Engine Optimization For OYO Rooms
Search Engine Optimization is done to ensure maximum traffic to the website by using particular keywords that have the highest searches from their customer. They understood their customer’s needs and intentions and updated their website accordingly. This ensured people searching for hotels would be redirected to their website.
Social Media Marketing Strategy of OYO
OYO uses Facebook to share location-based posts, promotional posts, and posts related to the detailed progress of the organization. These posts helped people to browse destinations to travel, and regular promotional posts provided customers with offers and discounts, encouraging them to book OYO.
OYO reposts pictures taken by travelers and users of OYO on their Instagram handle. Along with this strategy they implemented Facebook marketing strategies to Instagram. This strategy leads to an engagement rate and encourages people to tag OYO in their posts.
OYO Meme Marketing Strategy
OYO often works with influencers who create content around travel. This is either done via posts or re-posts. These posts are about the experience these influencers have during their vacations and not about their stay at OYO. The core idea of OYO’s influencer marketing is that you will need a place to stay whenever you go out for a vacation and here comes influencers’ experiences.
OYO tweets as well as retweets informative content such as award wins and events, news as well and companies’ CSR activities which adds credibility to the brand in a not-so-obvious manner.
OYO is a well-established online portal for hotel bookings in India that can grow tremendously with the right digital marketing practices and the use of resources. The OYO marketing strategies put up in this article are for a better understanding of the reader. And, also to help the reader shape their ideas into creative campaigns that could be utilized in their business.
FAQs
What are OYO Rooms?
OYO Rooms is India’s largest branded network of hotel chains offering standardized rooms to their customers at an affordable price.
How are OYO Rooms different from online travel agencies?
When you book OYO Rooms, you get a guaranteed OYO experience across all the hotels unlike an online travel agency or marketplace where end-user service is not standardized.
What is OYO marketing strategy?
OYO uses a mix of traditional and digital marketing. It started with billboards, TV ads, flyers, and local partnerships to build trust. Later, it focused on digital marketing, using social media, personalized ads, and influencer collaborations to reach a wider audience.
Does any payment need to be made at the time of booking?
Customers have the option to either make an advance payment or at the time of the hotel’s check out.
I am a hotel owner. How can I partner with OYO?
In order to partner with OYO Rooms, you have to visit partner.oyorooms.com and fill up a simple OYO rooms registration form by stating your name, mobile number city, and property type i.e. home, commercial, and hotel and click on Become an OYO to submit this form.
How much does OYO pay to the hotel owner?
OYO Rooms charges a commission of 22% from its hotel partners. However, this commission does vary according to the services provided by the brand.
Asian Paints is the leading paint company in India and primarily focuses on the manufacturing, selling, and distribution of paints, coatings, and other products related to home décor, bath fittings, and more. Asian Paints is headquartered in Mumbai, Maharashtra. Talking about Asian Paints, it is a leading name in the paint industry, known for its innovative products, high-quality solutions, and strong customer focus. It is the largest paints corporation in India and the third-largest in Asia. Asian Paints is also known as the holding company of Berger International.
The manufacturing operations of Asian Paints are currently spread across 15 countries in the world, including India and the Middle East. As per Statista, Asian Paints generated an operating revenue of INR 30800 crore in FY24.
Read to know more about the Asian Paints Case study, where you will learn about Asian Paints founders, history, tools and products, its intriguing business model, distribution strategy, supply chain network, marketing strategies & successful campaigns led by Asian Paints, Asian Paints acquisitions, and a distinct global analysis of Asian Paints.
Case Study on Asian Paints
Asian Paints Information
Company
Asian Paints
Headquarters
Mumbai
Founded
1 February 1942
Founders
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, Arvind Vakil
CEO
Amit Syngle (1 Apr 2020 – Present)
Key People
Ashwin Dani (Chairman) Manish Choksi (Vice Chairman) Amit Syngle (CEO) Abhay Vakil (Non Executive Director)
Asian Paints came out as the market leader in the paints segment, when last seen in 2023-2024. The company boasted of having a market share of around 59%. Talking about the organized segment, Asian Paints led the decorative market segment, while Kansai Nerolac led the industrial segment. The India Paints and Coatings Market is valued at USD 9.56 billion in 2024 and is expected to grow to USD 15.00 billion by 2029, with a growth rate (CAGR) of 9.38% during this period.
The current market share of Asian Paints has been recorded at 59% of the Indian paints industry.
Market Share of Paint Companies in India
Asian Paints – Startup Story and History
Asian Paints was started in 1942 by four entrepreneurs: Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C.Dani, and Arvind R. Vakil. Champaklal and others initially functioned out of a garage in Bombay that was rented at INR 75 per month. The main aim behind the launch of Asian Paints was to found the world’s biggest and the most successful paint company operating in India.
Asian Paints was known as ‘The Asian Oil & Paint Company’ in the beginning; the name was randomly picked up at that time from a telephone directory. It was a set up as a partnership firm of four friends when it was started in 1942.
In 1945, the partnership firm turned itself into a private limited company following a turnover of INR 0.35 million that year.
During World War II and the Quit India Movement of 1942, there was a temporary ban on paint imports. As a result, companies such Shalimar Paints and Asian Paints took it up themselves to sustain the demand for paints. Asian Paints reported an annual turnover of INR 23 crores in 1952.
In 1957, Asian Paints achieved a breakthrough when its R&D department developed a process for producing international-quality phenolic and maleic acid resins in a simple coal-furnace through hand-stirring. In the same year, the company set up a plant at Bhandup, Mumbai to cater to the rising demand for paints in the urban areas. By 1967, Asian Paints has already became the leading paints manufacturer in India.
Dropping The Mascot
In September 2012, Asian Paints unveiled a new brand identity and a logo made by Soha Ali Khan, dropping its iconic mascot Gattu in the process. Gattu, the impish boy, was made by famous Indian cartoonist R.K. Laxman in 1954. The new identity was conceived after the company conducted an extensive consumer survey in some major Indian cities.
Asian Paints old Logo
Asian Paints – Logo and Tagline
Though Asian Paints has come up with numerous taglines, the tagline “Har ghar kuch kehta hai” is one of the iconic of the Asian Paints taglines.
The logo of Asian Paints is:
Asian Paints Logo
Asian Paints – Vision, Mission and Goals
Asian Paints aims to be one of the top five companies in the decorative coatings industry (worldwide) by enlarging its expertise in emerging markets.
The company is also working to assure environmental compliance and sustainability by focusing on waste minimization and water conservation at all of its plants across India.
Asian Paints’ mission is to provide paints as per market demand while ensuring the desired level and quality of customer satisfaction. Asian Paints emphasizes the continuous availability of the right product mix at the right time.
Simultaneously, the company intends to take over the industrial coatings business by forming alliances with established global partners.
The Asian Paints tools and products primarily belong to these categories:
Paints and Coatings: Interior and exterior paints, wall textures, wood coatings, metal finishes.
Waterproofing Solutions: Wall, roof, and floor waterproofing.
Home Décor: Wallpapers, stencils, and home improvement products.
Chemicals: Adhesives and industrial coatings.
Painting Tools: Brushes, rollers, spray machines, and color visualizer tools.
Digital Tools: Color selection apps, shade cards, and home décor visualizers.
Services
Home Painting Services: End-to-end professional painting solutions.
Consultation Services: Expert advice on color and design.
Waterproofing Services: Inspection and treatment for leakage issues.
SmartCare Services: Specialized solutions for surface and structural problems.
Asian Paints – Global Analysis
Asian Paints runs its business in 15 countries and has 26 paint-manufacturing facilities worldwide servicing customers in over 65 countries. Besides the brand ‘Asian Paints’, the group operates around the world through its subsidiaries: Asian Paints Berger, Apco Coatings, SCIB Paints, Taubmans, Causeway Paints, and Kadisco Asian Paints.
Asian Paints’ global setup is as follows:
Asian Paints operates in South Asia (India, Bangladesh, Nepal, and Sri Lanka), where Asian Paints has 15 manufacturing units, and is called Asian Paints Causeway in Sri Lanka
The company is present in South East Asia, in Indonesia, where the company has 1 manufacturing plant
Asian Paints operates in South Pacific, where it has 2 manufacturing plants in total and serves Fiji, Samoa Islands, Vanuatu, and Solomon Islands. In Fiji, Asian Paints is known as Apco Coatings and Taubmans and in Samoa Islands, it is known as Taubmans, while in the remaining countries, Asian Paints is known as Apco Coatings
Asian Paints operates in the Middle East (Oman, Bahrain, Egypt, Dubai, Qatar), where it has 5 manufacturing plants. It is known as SCIB Paints in Egypt and Asian Pains Berger in the rest of the countries
Asian Paints has set up 3 manufacturing plants in Ethiopia, and is known as Kadisco Asian Paints
Taubmans in South Pacific (Fiji and Samoa)
Revenue Share From International Operations for Asian Paints Limited in the Financial Year 2024, by Region
Asian Paints – Marketing Strategies
Nationwide Reach: Unlike its competitors who concentrate only on the urban areas, Asian Paints embraces countrywide distribution through a widespread network of 70,000 dealers. The company maintains a large network of regional offices, company depots, and sales personnel to assist dealers across India.
Smart Branding: Along with initiatives to build customers’ trust, Asian Paints also focuses on its communication and brand strategy. In 2000, Asian Paints appointed the Bangalore-based “Momentum” as consultants for a new advertising strategy meant to foster an attractive public image.
Lower Costs and Emotional Advertising: Asian Paints reduced the cost of raw materials to bring down the price of its paints. It came up with another advertising strategy that created an emotional connection with the customers.
Custom Products: Asian Paints is quite strong in production-marketing coordination. Its policy of offering tailor-made products to fulfill customer needs has resulted in an ever-increasing product range.
Award-Winning Excellence: Corporate reputation has been a major plus point for Asian Paints. The image is that of a successful, well-managed, and trustworthy company. Asian Paints is the recipient of several accolades and awards.
Technology Driven: Asian Paints placed a huge emphasis on technology and marketing in its initiatives. It implemented Enterprise Resource Planning (ERP) and Supply Chain Management (SCM) solutions for rationalizing processes.
Brand Partnerships: By partnering with PPG INC, a leading manufacturer of automotive coatings, Asian Paints seeks to meet the ever-growing requirement of automotive coating, industrial powder, protective coating, industrial light coating, and industrial container coating in India.
The above-mentioned steps resulted in a strong emotional connection between Asian Paints and its customers. The strategies lured in new customers while retaining the existing ones.
Asian Paints – Marketing Campaigns
Asian Paints have made cricketer Virat Kohli its brand ambassador in April 2024, who featured for the NeoBharat Latex Paint ad.
Asian Paints NeoBharat Latex Paint | Har Ghar Khelega, Har Ghar Khilega
Some of the major Asian Paints campaigns are:
“Don’t lose your temper, use Tractor Distemper”: This slogan belonged to the very first campaign launched by Asian Paints. The campaign showed the popular mascot ‘Gattu’ with a paint bucket in his hand.
“Har Ghar Kuch Kehta Hai”: This campaign established Asian Paints as a premium brand with an emotional touch. The idea behind the campaign was that each color had a story to tell. Asian Paints tried to encourage the initiative of painting one’s home for festive occasions like Diwali, marriage, childbirth, etc.
“Where The Heart Is”: This campaign proved to be a masterstroke strategy for Asian Paints.It featured celebrities such as Sushant Singh Rajput, Saurav Ganguly, Radhika Apte, Mandira Bedi, and others who described the significant role Asian Paints played in their lifestyle through color and home décor.
The campaign featuring Sushant Singh Rajput
#PeopleAddColour: The recent campaign created a heart-warming depiction of paying guests not being inferior to one’s family. It showed how rooms refurbished with Asian Paints decals brought paying guests closer to their landlords.
‘Budget wala paint’: This Ad campaign ‘Budget wala paint’ promotes Tractor Sparc Emulsion. By highlighting the budget issues faced by consumers, Asian Paints launched a pocket-friendly paint that offers a rich-looking finish at an affordable price.
Asian Paints is one of the companies that started identifying the trends and of consumption quite early in its game and eventually constructed innovative and effective strategies around the same. Asian Paints boasts of a market cap of $2332.76 billion as of November 2024, and this would have hardly been possible had it not targeted the right section of people with quality products, powered by the right marketing mix.
Asian Paints has developed its business on the B2C business models, where the brand manufactures and distributes products direct to consumers and via retailers and distributors.
No doubt Asian Paints brainstormed amazing advertising campaigns that led to its marketing wins time and again. For instance, when the company launched Gattu the mischievous kid in 1954, the mascot immediately appealed to all the Indian consumers, especially the middle-class society.
Furthermore, the company spent around INR 8 crores to buy a mainframe computer to become the first private company to own a computer, which was a bold move indeed. This computer was used for analyzing data and helped the company in forecasting their demands and enhancing their service levels across the supply chain, whereas the other companies continued to use computers generally for payroll and administration works even later.
Asian Paints continued with its judicious investments to improve its supply chain efficiency and always aimed to stay a step ahead of its competitors and rivals, which it did throughout the years.
The company launched its IPO as early as 1982 and used the proceedings to expand its business and launch a wide range of exciting new products. The supply chain practices that Asian Paints developed, always remained matchless in the paints industry in India. The eye for innovation with a sole focus on the consumer side of the paint industry is something that Asian Paints is distinguished for and which fueled the company to pursue with other sub-brands like Ultima, Royale, and more. All of which enjoyed their own individual successes.
The company also believed in scaling up its operations and improving its factories and their capacities for expansion with cutting-edge machinery, and a wise investment in their IT operations.
Along with being one of the most prominent and trustworthy names in the paints industry, Asian Paints also holds its presence in a wide range of products and industries including kitchen, bath fittings, and an array of other services like waterproofing solutions, color consultancy, interior designing and more.
The supply chain practices that Asian Paints developed always remained matchless in the paints industry in India. Asian Paints has vast distribution network and channels through which it distributes its products and services with the help of retailers, wholesalers, and distributors. The company now operates in more than 14 countries and has already set up 26 paint manufacturing plants enjoying consumers from over 60 countries in total.
Berger International Limited, Taubmans, SCIB Paints, and Kadisco, and Apco Coatings are some other subsidiaries of Asian Paints that operate globally.
Target Market of Asian Paints
Asian paints target a whole range of customers, including but not limited to homeowners, corporates, automobile companies, wholesalers, and distributors.
The retail customers of Asian Paints are usually the people of 20 years and above from middle, upper-middle, and higher-income groups.
The corporate customers of the company belong from private companies, government bodies, and other institutions.
Asian Paints – Growth
Starting before the Indian independence, in 1942, Asian Paints has witnessed a long and successful journey indeed. Within 25 years of its existence, Asian Paints became a corporate workforce and emerged as the leading paints company of India. It has been leading India’s paints market since 1967 and is, today, twice the size of any paints company in India.
Asian Paints is present in the Decorative paints department, where the company boasts of products that caters to Interior Wall Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. Asian Paints is also present in the Industrial Coatings space, where the company operates through two 50:50 joint ventures with PPG, Inc, USA.
Asian Paints also diversified into chemical products due to vertical integration, when it produced products like Phthalic Anhydride and Pentaerythritol, which are used in the paint manufacturing industries, but the company discontinued the production of Phthalic Anhydride since the end of July 2017. The Home Improvement and Decor segment also has Asian Paints’ products in the form of Sleek and Ess Ess, which can be seen in the Kitchen and Bath fittings space.
The company has recently forayed into the Surface Disinfectants and Santisation segment by launching Viroprotek. Furthermore, Asian Paints is also offering the sanitisation service, San Assure and Safe Painting service to its customers since the Covid-19 pandemic broke out.
Some more growth highlights of Asian Paints are:
Asian Paints has INR 35,000 crores consolidated revenue milestone in FY2024
The company is present in 65 countries and has 26+ paint manufacturing facilities in the world
It services consumers from over 60 countries globally
Asian Paints currently enjoys the possession of over 50% of the market shares
Asian Paints Financials
Asian Paints reported a 42.4% drop in net profit for Q2FY25, which stood at INR 694.64 crore, down from INR 1,205.42 crore last year. Revenue also decreased by 5.3% year-on-year, falling to INR 8,003.02 crore from INR 8,451.93 crore.
The company reported INR 30,727.7 crore in revenue in FY23-24 from the sale of products and services, marking a 2.6% increase from previous year. EBITDA stood at INR 7,855.0 crore, up by 23.9%, while free cash flow reached INR 3,571.0 crore, a growth of 18.5%. The Return on Capital Employed (ROCE) was 41.2%, reflecting an 8.4%
Asian Paints registered its revenue from operations in Q4 FY22 at INR 7892.67 crore , thereby witnessing an 18.66% jump. The consolidated sales of Asian Paints also saw a rise of over 20% from Q4 FY2021, which became INR 7890 crore. The PBDIT of the company witnessed a 12.8% surge, which was INR 1156.31 crore and became INR 1304.88 crore.
The consolidated sales of Asian Paints increased by 34.6% from INR 21,485.20 crore in FY21 to INR 28,923.48 crore in FY22. However, the PBDIT decreased from INR 4304.35 crore in FY21 to become INR 4303.42 crore in FY22.
Asian Paints Shareholding
Being one of the largest paints manufacturer in the world, Asian Paints’ shares attract the investors’ attention always. The majority of its stakes are held by the Promoter and Promoter Groups, who are followed by the Institutions, which hold over 25% of the stakes, as of November 2024.
Asian Paints Shareholding Pattern
Asian Paints – Weaknesses
Asian Paints owns only 15% of the market share in the industrial paints segment. It lags behind Goodlass Nerolac which has a market share of 43%. Since the segment is pegged to grow massively in the future, a fallback in this category can be a disaster for Asian Paints.
Low international business growth: Though Asian Paints is clearly a winner in India, and is expected to continue dominating the Indian markets, the company has not scaled much outside India, which is one of the weaknesses of the company that needs to be overcome in the times upcoming.
Production and inventoring issues: In the decorative paints segment of the paints industry, the customers’ tastes are ever-changing, these changing customer tastes puts huge pressure on the brands like Asian Paints, which needs to constantly update their production and inventory to satisfy the customers.
Widening product mix puts a strain on production distribution, accounting, and administration. At the same time, the company’s innovation strategy for new products is inadequate.
Asian Paints – Acquisitions
Asian Paints has acquired 4 companies to date. The last of its acquisitions was that of Nanova, which came in on February 15, 2024. Here’s a list of the Asian Paints acquisitions:
Company Acquired
Date
Deal Value
Nanova
February 15, 2024
Undisclosed
White Teak
April 1, 2022
$14.17 million
Sleek International
March 20, 2013
–
Berger International
September 6, 2002
–
Asian Paints – Challenges
Being one of the pioneering companies that shaped the Indian industry of paints, Asian Paints had to face numerous odd obstacles since it started its journey. Numerous companies have cropped up and gone but Asian Paints remained the same old favourite of the Indians.
Crude Oil Prices
One of the major challenge that Asian Paints will likely face is the increase of the prices of crude oil and their derivatives. Zinc oxide, titanium oxide, solvents like turpentine and other additives are all based out of crude oil and its derivatives. Therefore, an increase/decrease of the prices of them directly affects the prices of the paints and other products of Asian Paints. Besides, the raw materials make up around 55-58% of its total expenses, which is huge indeed, and any changes in the same, would impact the expenses and the profit/loss scale of Asian Paints.
Fall of Asian Paints Shares
The shares of Asian Paints has reportedly fell by around 7% on May 25, 2022. The company has noted over 9% fall of its share in the last two days on May 25th and 26th, 2022. One of the most prominent reasons for the fall of the Asian Paints shares is the announcement by Grasim, where the company has announced that it will be increasing its capital expenditure in the paint business by nearly Rs 10,000 crore over the 2-3 years upcoming. This is done by the Aditya Birla-owned company to increase its production capacity. This move by Grasim is will certainly increase competition in the market. Asian Paints, which has currently been found to possess over 50% of the market share, might also see a decline of its total market share in the upcoming years.
Asian Paints’ shares are currently trading at INR 2439 per share, which is much less than its high price of INR 3590.
Covid Waves
Asian Paints had also seen the worse during the Covid-19 onslaught, where along with witnessing a dip in its sales and services, the company also witnessed demand uncertainty and more.
The company aims to achieve INR 1 lakh crore in revenue over the next decade by expanding its product range, said MD and CEO Amit Syngle.
The company is also transforming its home decor business into a complete one-stop shop, offering products like lighting, doors, windows, fabrics, furniture, as well as bath and kitchen essentials.
Asian Paints aims to consolidate its dominant market position in India by launching new products that will be in line with the developments that the Indian market is seeing both in the decorative paints and industrial coating segments.
Conclusion
Asian Paints started a revolution in India through unique color shades, themes, and refreshing patterns. It brought ‘home decor’, often seen as a luxury, within the reach of the Indian middle-class population. With an imposing market share, an impressive resilience and its unique business and revenue model, the company has still got the mettle to rule! This case study on Asian Paints shows its focus on product variety, technology, and brand strength has made it a leader in the Indian paints and home decor market.
FAQs
What is Asian Paints?
Asian Paints is an Indian multinational paints company that offers a wide range of products and services involving manufacturing, selling and distribution of paints and coatings, bath fittings in home decor, santisers and sanitisation services and more.
When was Asian Paints founded?
Asian Paints was founded on February 1, 1942.
Who are the founders of Asian Paints?
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil are known as the founders of Asian Paints.
What is the Asian Paints color bucket price?
The Asian Paints color bucket prices start from around Rs 500/litre.
What is the Asian Paints market share?
Asian Paints market share is currently around 59%, as of November 2024.
Which is Asian Paints origin country?
Asian Paints’ country of origin is India. The company is currently headquartered in Mumbai, Maharashtra.
What is in the Asian Paints product portfolio?
The Asian Paints product portfolio consist of paints and textures, wallpapers, products of health and hygiene, and other services.
What is the USP of Asian Paints?
The USP of Asian Paints lies in its strong brand reputation, wide range of high-quality products, custom solutions for customers, and quick delivery. The company also focuses on innovation, offering advanced technology like color visualization tools and eco-friendly products.
How has Asian Paints’ consumer-focused approach enabled it to consistently meet the needs and preferences of customers in the paint industry?
Asian Paints’ consumer-focused approach helps it meet customer needs by offering personalized products, color tools, and eco-friendly options. Its strong customer service and distribution network ensure satisfaction, keeping it ahead in the paint industry.
Condensing news articles into sixty-worded shorts of crisp information, Inshorts has become popular among people in the digital world in a very short span of time. This company was founded in 2013 by Azhar Iqubal, Deepit Purkayastha, and Anunay Arunav.
Inshorts summarise news and blogs that can be swiped up one after the other, like stories. This article will discuss the marketing strategy that made Inshorts shoot up in popularity.
Their strategies become all the more noteworthy because of their success despite the evident oversupply of news channels and blogs in the digital era. It takes careful planning and execution to stand out in such a hyper-competitive market world.
The founders of Inshorts did thorough research on the contemporary market condition before they organized the ways in which their app should function. During that time, people were heavily dependent on blogs and Facebook posts to keep themselves updated with news in the fast-paced world where they could not follow TV channels. However, these sources bombarded them with many links, images, information, and unnecessary notifications.
The need for a crisp news provider that gives the right information in a short span of time was very important. The master brains behind Inshorts were able to identify this gap and came up with the idea of 60-word stories that users can easily read based on their preferences.
Annual Revenue of Inshorts
The company was able to raise revenue from $13 million in 2021 to $18.9 million in 2022. The revenue growth rate of 44.9% demonstrates how successfully the app effectively serves its target users.
What determines the success and loss of any venture, for that matter, are the criteria that we look at. As far as Inshorts is concerned, they were not bothered about their content going viral or the amount of time spent on it. They focused on the number of screens that each user goes through. As of now, an average user will go through over 80 screens every day and spend 6 hours and 58 minutes per day on screens connected to the internet. Engaging the user became the priority over making the content viral.
Being User Friendly
User Experience of Inshorts
Inshorts made sure that their user experience was extremely comfortable within their app. Each story is short and without any additional links. There are no prompts to go further into the story or to the next story. It is completely up to the user.
They have also not focused much on the sharing aspect of it, which has helped the user immerse into their own little world while going through this news. Their primary intention was to get more people to come back to the app rather than getting the news shared.
Allowing Customisation
In this small world, everything is news. In that context, it is important to give the user exactly what they want. Most of the users come to Inshorts to not be bombarded with unnecessary news and information like other similar apps and websites. To not give a similar experience, they have developed filters to ensure the kind of news or blogs that they would like to see on their feeds. In this way, the user does not feel overwhelmed with the flooding of information.
How to Use the app Inshorts
Analyzing the Data Right
Today, accessing information is no longer a difficult task. What makes all the difference is the way in which the available data is used for the company’s development. Inshorts is a company that gives a lot of importance to such inferred data. They decide on their strength and weaknesses based on their inferences. For example, being a news discovery app, they had to choose whether to prioritize their editorial team or should they focus on the products they launched. They were successfully able to narrow down their primary focus to strengthening their editorial team based on the data that they received from the time that each user spends on a screen.
Valuation of Inshorts
Consumer Based Service
Information is consumed by all people irrespective of where they come from and what their qualifications are. However, how they consume this information will vary. The same product that is used in tier 1 cities cannot be pushed into tier 2 and tier 3 cities. The way they engage with the internet, the kind of news they like, and how they use the app will all differ. Inshorts earns revenue primarily through advertising on its mobile app.
Inshorts has ensured that they deliver differently in different areas, respecting their consumer’s requirements. They have recently launched a different app that focuses on video content more than written ones. Through a separate app, people can watch more videos, while those who prefer the regular summaries are not disturbed.
Depending on what your USP is, it is of prime importance to use the right tools to enhance better engagement with the content. Inshorts did not go wrong there as well. They, after various tests and surveys, realized the importance of the right image in every news.
The content, being only 60 words, demands so much from the accompanying picture. The founders of Inshorts have confirmed the difference that a good picture will make in the way in which each user engages with the stories.
Knowing When to Stop
It is only a thin line between when information can be informed and menace. One of the biggest problems that people using mobile phones face is the deluge of notifications. It can be very distracting. However, Inshorts has saved itself from this bad reputation by ensuring that the users will only get a fixed number of notifications every day.
By using the data of engagement and their preferences, they choose which possible stories are most relevant to the user and will only notify the details of those stories. In that way, the app maintains a safe distance and also stays connected with the user at the same time.
It takes constant planning and persistence to be a successful app in such a competitive market. They have proved that you don’t have to do different things to be successful, but what matters is doing things differently.
Today, Inshorts has become a name in itself for short news rather than being known as an app. They have identified the gaps and bridged them like no other. Their success lies in focusing on and optimizing the right variables instead of going on the regular ideas of popularity and virulence. The company’s marketing strategy has been extremely effective. The app has developed dramatically in recent years, and it is currently one of India’s most popular news apps. Inshorts’ emphasis on information, customization, accessibility, and affordability has made it a vital resource for people searching for a convenient method to remain up to date on the latest news.
FAQs
What are the marketing strategies employed by Inshorts?
Inshorts ensures it doesn’t deliver the same information that it delivers to tier 1 cities to tier 2 and tier 3 cities. The founders of the app focused on keeping the users informed and engaged rather than delivering viral content.
What is the current revenue and valuation of Inshorts?
The revenue of Inshorts stands at $18.9 Million, and its valuation is $550 Million (as of July 2021).
Why is Inshorts successful?
Inshorts provides news in less than 60 seconds without bombarding users with unnecessary news and viral content, which is why its users prefer coming back to the app.
Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia, created a new kind of sugary drink sold in soda fountains that gave birth to Coca-Cola. The naming credit of the beverage goes to Frank M. Robinson, as well as for designing the trademark still used today.
Coca-Cola was founded in the year 1886 and was charged only five cents back then. It was during the same time that the marketing efforts in Coca-Cola’s history were executed through free vouchers or samples of the beverage.
It is hard not to be amazed by the love Coca-Cola has been getting for 135 years. Today, the coke we know wasn’t always like this, it has gone through various iterations over the years. It started off selling nine drinks a day in Georgia to selling more than 1.9 billion beverages in more than 200 companies around the world daily, that’s how the brand evolved since its inception. Let’s read how.
History of Coca-Cola
Before Dr. John S. Pemberton’s demise, he sold off his Coca-Cola recipe to then-American tycoon and Politician Asa Candler. The man behind the success of the Coca-Cola company. He played an instrumental part in spreading the brand across the country.
Asa Candler
He acquired all the rights of Coca-Cola and incorporated it as The Coca-Cola Company in 1892 and expanded the distribution of the syrup to soda fountains beyond Atlanta. He also promoted the drink by giving it away for free and labeling pharmacies and soda fountains with items bearing the brand’s name.
The game changed for the brand when a businessman named Joseph Biedenharn, began the concept of bottling the beverage. The significant rise in the demand for Coca-Cola led to the idea that the soda fountain should be portable.
To keep up with the increasing demand, Candler had set up many syrup plants across the country in places like Dallas, Chicago, and Los Angeles. During that time, soda fountains were the only way to consume carbonated beverages in the United States. Asa Candler was a savvy businessman, but he underestimated the future of Coca-Cola in that it would be in portable bottles rather than soda fountains.
In 1899, two lawyers, Benjamin Thomas and Joseph Whitehead approached Candler to sell the rights of Coca-Cola to them. In no time, he sold the bottling rights to them for one dollar with a contract that had no expiration date.
The reason Candler sold off the rights so cheaply truly shows that he believed that bottling would never be a hit. However, things did not go as Candler’s assumptions, bottling did become popular, surpassing fountains sales in 1928.
The non-expiring contract included that Candler had signed to provide syrup for a fixed rate, which meant Coca-Cola’s profits can only be doubled by maximising the amount of the product sold and minimising the price to the consumer.
The marketing strategy that made Coca-Cola one of the greatest brands in the world
The story behind the 5-cent price tag of Coca-Coal
Why coca-cola didn’t change its price for 70 years?
The Genius Marketing Strategy of Coca-Cola
The brand decided to do aggressive marketing campaigns to associate its product with the five-cent price tag. This proved to be a successful campaign because consumers thought the brand is selling the product themselves.
Coca-Cola 5 Cent Advertisements
As a result, it provided an incentive for retailers to sell at that price, even though a higher price at a lower volume might have made them more profitable.
Up until the 1950s, the price of coke remained the same at five cents because they did not want to affect the psychological associations among consumers.
As the soft drink continued to gain popularity in bottle form, it also gave rise to its competitors, who began producing copycats. This incident made advertising an integral part of Coca-Cola.
They started advertising its product as genuine and running campaigns to urge the public to “demand the genuine”. To beat the competition, they are the first ones to manufacture the contour shaped-bottles. This signature style allowed the company to distinguish its product from replicas. From then on, the brand started making advertisements that always had an impact on its consumers.
Coca-Cola Bottle Shape
Coca-Cola always stuck to its idea of simplicity, they have never strayed from its timeless and fundamental ideals. Over the decades and masses of marketing campaigns, Coca-Cola has consistently expressed one compelling message: the joy of simple pleasure in life with simple slogans such as “Enjoy” and “Happiness” that seem to be working across the globe.
Even after being a global icon, the brand understood that to reach consumers they have to personalise and speak at a localised level. Every country has its version of a Coke advertisement that is customised to its local culture and language, with the most popular names of each region printed on bottles and cans in place of the brand’s title.
Conclusion
So, to play like a boss in the marketing world, one should learn from Coca-Cola’s marketing strategies.
They set a perfect example when it comes to building a successful global brand. That is by making human connections more relatable, introducing innovative designs and styles while staying true to simple principles, and creating branded experiences.
FAQs
When did Coke stop being 5 cents?
In 1959 when inflation hit the brand stopped selling Coke for 5 cents or one nickel.
When did Coke cost 5 cents?
Coke had a fixed price of 5 cents from 1886 to 1959.
What’s the first thing that comes to our mind, when we think about Jeans? Yes, your guess is right! It’s Levi’s. The widely famous American clothing brand whose denim jeans are worn by every second person.
Levi’s includes a sub-category of four brands, Levi’s, Denizens, Signature, and Dockers. The brand is known for its remarkable quality and comfort of blue denim jeans, which holds the status of highest sold brands.
The brand has seen a lot of ups and downs but still, it remained one of the most extraordinary clothing brands across the world. Today, the hype of Levi’s is known by everyone. The brand has opted for such an advanced and ultracool marketing and pricing strategy that has been a great success. In 2021 Levi’s appointed Deepika Padukone as its global brand ambassador.
The 167-years-old blue denim jeans company, Levi’s keeps up with the track of every ongoing change that occurs in retail habits. The tagline of the company goes by “Live in Levi’s”.
You must be wondering how this company has still such a strong foothold in the market! Levi’s follows very extraordinary and advanced marketing strategies that show how people would be shopping in the future.
In order to address such remarkable marketing strategies, we have presented this article, to discuss the marketing strategies of Levi’s. Let’s get started!
When it comes to Levi’s products, they are extremely comfortable and of great quality. Through this, the company owns immense popularity in the market and has a huge customer base with loyalty.
Levi’s offers such incredible products and services that they don’t look elsewhere for purchasing. Its denim jeans are innovative, enough spacious for keeping the necessary stuff and come with double layers for durability.
The most popular Levi’s product is its blue denim jeans, however, over the past few years, other products are also gaining prominence.
Besides its fame for denim jeans, Levi’s provides a great range of products including skirts, jeans, underwear, shirts, dresses, jumpsuits, belts, accessories, and many others.
Its denim jeans are further categorized in many designs such as Taper, Skinny, Boot cut, Slim, Flare, Relaxed, Moms, and Big and tall. The most unique part is, it associates a three-digit number with its jeans.
Suppose, you find great jeans with a number 201 but in the men’s section, then you can find the exact same jeans in the women’s section with the number 200. Sounds incredible, right!
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Levi’s is entirely distinguished into three major geographical areas: Levi’s Strauss Europe, Levi’s Strauss America, and Levi’s Strauss Asia Pacific. Its Asia Pacific region includes the Middle East countries like Qatar, Oman, Kuwait, and United Arab Emirates as well.
The official headquarters of Levi’s is based in San Francisco, United States. Levi’s distribution strategy is remarkable. It manages the entire supply chain smoothly as well as the delivery through distribution channels, franchise models and advanced qualified staff.
Its products are delivered through numerous distribution channels. Alongside its holds, several factors owned retail outlets and showrooms within Levi’s franchise.
Levi’s is a very well-established brand that comes with a great policy of conserving standardly fixed prices across the globe. Its pricing for the pair of denim jeans is measured with tons of factors behind it.
These factors are the demand for products, cost of products, product’s uniqueness as well as convenient features, and product’s affordability based on the target audience.
Likewise in India, the price of denim jeans ranges from Rs 1299 (for Levi’s cost-sensitive customers) to Rs 7000 (customers with luxury).
Its pricing strategy is totally based on the preferences of its customers and that’s why it is quite prominent with its services.
Levi’s opts for mass targeting strategies in order to convince the requirements and needs of its customers. Levi’s Market position is quite upright and competitive but at the same time, the brand prioritizes the value of money for the customers. And that’s why it influences its customers and gained such a huge base.
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Levi’s functions in a very rigorous and competitive marketplace. The market holds a huge counterfeit category of products and services along with various nationwide performers. All these combined are majorly affecting the performance and development of the brand. However, various other components such as climatic circumstances, Labour expense, and developing lifestyles are some of the central factors that are influencing the marketplace across the globe.
In 2021, Levis appointed Deepika Padukone as its global brand ambasaador. The brand is planning to target millennials. The popular actress was also seen in its new campaign focused on the new range of jeans.
On its association Deepika Padukone said,
“Authenticity, Originality, and Honesty are values that the brand has been built on and are values I identify with the most! For those unaware, I have always been jeans and t-shirt kind of girl. The right pair of jeans not only make me feel comfortable but also confident!
I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands-Levi’s.”
Besides being one of the most popular clothing brands across the world, Levi’s manages to keep up with its records. The brand follows some of the very significant marketing strategies that have brought incredible results for the company.
From products to marketing analysis, Levi’s is known for its tremendous strategies that have kept the brand on the top for 167 years. The marketing strategies of Levi’s are immensely famous as well as strong.
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Marketing is the elixir of a business, if done properly it can take your business to the top of the world and make it invincible. It is the most important step of a business. Without marketing, the survival of your business and the accomplishment of the dream of your entrepreneurship is not possible. Therefore, before emerging into the path of business, you need to be aware of marketing and its strategies
Once anyone developed the marketing strategy there is a “7P formula” to evaluate and grow the business. The 7Ps model was originally devised by E. Jerome McCarthy and published in 1960 in his book Basic Marketing. Staying ahead of the digital marketing game can be tough, especially in the world of more competition and many trends and tactics. As products, markets, customers, and needs change rapidly, you must continually revisit these seven Ps to make sure that you are on track so that you achieve the maximum results possible in today’s marketplace.
The marketing professionals who shape and implement a marketing strategy contribute directly to the economic growth of the nation. Marketing focuses on the most fundamental requirements of companies to identify customers, and research their needs and preferences. In this article, we will discuss the 7P of marketing, so let’s get started.
The product is the goods or services that the customer buys. When you market your product you need to think about the key features and benefits that the customers want or need. Ask yourself critical questions like “Is your current product or service, or a mix of products and services, appropriate and suitable for the market and the customers of today? Is the product or service you’re offering enough for your customers?”
The perfect product must be given value to the customers and also make a good impression. Some points you must keep in mind while deciding what product you should offer are below:
Quality
Image
Brand
Features
Variants
Mix
Support
Customer service
Use occasion
Availability
Warranties
Price
It tells how much the customer pays for the product. This refers to the pricing strategy for your products and services and how it will affect the customers. Your pricing should be in such a way that it brings profit to your business. It is the only element in the marketing that generates revenue others represent the cost. Develop the habit of continually examining and reexamining the prices of the products and services you sell to make sure they’re still appropriate to the realities of the current market and its trends. Many companies have found that the profitability of certain services and products doesn’t justify the amount of effort and resources that go into producing them.
Pricing positions you in the marketplace. The more you charge, the value or quality your customers will expect for their money. Some points you must be kept in mind are below:
Positioning
List
Discounts
Credit
Payment methods
Free or value-added elements
Place
The place is all about how the product is distributed to the customer. The place where the customers buy a product, and the means of distributing your product to the right place will be appropriate and convenient. The product must be in right place at the right time in the right quantity. Customer surveys have shown that delivery performance is one of the most important criteria for the supplier. Sometimes change in place increases the sale from the previous place.
The place also means the display of your products in customer groups it may be in varieties ways like High Street, Mail Order, or the more current option via e-commerce or an online shop. Some points you must be kept in mind are below:
Trade channels
Sales support
Channels numbers
Segmented channels
Market Segments for Method Products
Promotion
Promotion talks about how the customer is found and can be persuaded to buy the product. Promotion is the way of communicating what it does and what it offers to the customers. It includes activities such as branding, advertising, PR, corporate identity, sales management, special offers, and exhibitions. Promotion must gain attention, be appealing, and tell a consistent message above all to give the customer a reason to choose your product.
Promotion does not just mean communicating with customers. It is just as important to ensure your internal stakeholders are aware of the value and attributes of your products. Some of the elements of promotion are:
Marketing communications
Personal promotion
Sales promotion
PR
Branding
Direct marketing
People
This P of marketing says that the people who make contact with customers in delivering the product. The reputation of your brand rests in people’s hands. When you give excellent customer service you create a positive experience for your customers, and in doing so market your brand to them. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of sales, marketing strategies, and activities.
To be successful in business you must develop the habit of thinking I term exactly who is going to perform each task and responsibility. Some points you must be kept in mind are below:
Individuals on marketing activities
Individuals on customer contact
Recruitment
Culture/Image
Training and skills
Remuneration
Process
It tells the systems and processes that deliver a product to a customer. The process of giving service and the nature of those who deliver are crucial to customer satisfaction. Having a good process ensures two things:
Small improvements in the processing or external appearance of your product or service can often lead to completely different reactions from your customers. Customers are not interested in how your business runs only matters is that the system works. Process in one of the ‘P’ which is frequently overlooked. Many customers will give up, go elsewhere and tell their friends not to use this company due to the poor processes provided by the company.
This part of the process is the first expression of a company that many customers have. As a consequence, this ‘P’ could be a great source of competitive advantage if used wisely. Some points you must be kept in mind about the process are:
Customer focus
Business-led
IT-supported
Design features
Research and development
Physical
The last ‘P’ tells the elements of the physical environment the customer experiences. A service cannot be experienced before it is delivered. Physical evidence refers to everything your customers see when interacting with your business. This includes:
The physical environment where you provide the product or service.
The layout or interior design.
Your packaging.
Your branding.
Almost all services include some physical elements even if the bulk of the customer is paying for them is intangible. The physical evidence demonstrated by an organization must confirm the assumptions of the customer. Restaurants are known to be 3 stars, 4 stars, and 5 stars. All such differentiation, and the target customer that accompanies such differentiation, is because of the use of physical evidence in marketing. Some points you must be kept in mind are below:
Once you implement all the 7P in your business, it is ready to rock. Marketing helps people educate about a business’s products, services and the business overall. If a business aspires to be successful then it must implement all the 7P step by step, without missing one. These 7P are the reason for proper marketing of several popular brands.
FAQs
What are the 7P marketing mix?
The seven P of the marketing mix are:
Product
Price
Promotion
Place
Packaging
Positioning
People
What is marketing mix?
A marketing mix consists of all the various areas of a marketing plan.
When it comes to oral care or toothpaste, in particular, there is one brand that immediately pops up in every Indian’s mind and that is Colgate. For over 200 years, Colgate has been carrying out its business internationally. Even today in India, Colgate is a brand that is known for its quality, its affordability, its product range, and most importantly its goodwill.
It has been a trusted brand for oral care products and has satisfied the needs of millions of customers. Be it the toothpaste, toothbrush, mouthwash, or dental floss, the company has never seen a great downfall in the market.
One of the major reasons for the success of Colgate in India and internationally has been the marketing strategies and ways of branding. The company applies effective marketing strategies according to its market segmentation, demographic, psychographic, and consumer behavioral patterns. To know more about Colgate, its history, and its marketing strategies, watch this space.
Founded in the year 1806, India’s No.1 toothpaste brand, Colgate was a soap, starch, and candles business back then. William Colgate found the company Colgate in New York. After he passed away Samuel Colgate ran his business and in the year 1873, a new product was launched – toothpaste that was then sold in jars. Since the 1920s the company started operating its business in other countries as well. By the end of the 1980s, the company was popular and successful in selling toothpaste that was to prevent cavities, bad breath, whither teeth, resolving gum bleeding problems, etc.
The Company has always targeted to shoot advertisements with prominent celebrities. Very popularly the Colgate Max fresh has always been promoted by Ranveer Singh which depicts that the toothpaste is equally fresh and energetic as Ranveer is.
Also, there are many other advertisements where many Bollywood celebrities have been associated like Kareena Kapoor, Shahrukh Khan, and Madhuri Dixit. Colgate has been collaborating with YouTubers as well which has targeted and reached millions of millennials.
Colgate Brand Endorsement
Location-Based Targeting
Colgate has always been a master when it comes to ad campaigns and marketing strategies. They tap different locations with different marketing strategies and get a lot of success in the form of positive response and lead generation. One such example of Colgate’s marketing strategy based on location was the Kumbh Mela, the largest spiritual gathering of Hindu devotees.
Kumbh Mela Campaign of Colgate
Colgate tapped this market very well and understood that most people who were present in this area had low levels of literacy rates. To make them aware of the brand and the product, Colgate had sent voice messages via radio and mobile phones.
The virtual network that the company created around Kumbh Mela was a perfect location-based approach to the target audience. The message spread to the pilgrims was to visit the Colgate booths and receive free samples of Colgate toothpaste along with that stand a chance to win prizes.
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Colgate is very witty when it comes to the packaging of its products. The packaging is very youthful, bright well has very decent which appeals to all kinds of masses as well as spreads the right message across.
Be it the Cavity protection toothpaste or max fresh toothpaste the company’s advertisement commercials and advertisement campaigns aptly signify what they are offering and by concentrating on the solution to the very specific problem of oral health, they gain the trust of the masses.
Building Trust Among Customers
Colgate has always touched upon the sentiments of the masses and has engaged the masses through its heartwarming stories. Not only the company has build trust in the market by providing quality and affordable products but also has participated in numerous social causes, which has increased the trust of Indians.
Colgate has participated and partnered in various NGO’s and social activities which have indirectly always been a part of one of the most effective branding and marketing strategies.
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Colgate has its operations since 1957 in India. It was a market mover then since it was the only company that provided toothpaste in a tube. It was a revolutionary time it got the attention of the masses, unlike any other brand at that time. Later on, the company identified the nerves of the Indian market.
Colgate launched a series of natural and ayurvedic toothpaste in India along with more than 90 other international markets. Indians have always been attached to traditions and values and Ayurveda is the essence of India.
They released Colgate Vedshakti which was made with Ayurvedic Ingredients and was said to be natural. The other great invention of Colgate was when the company released Colgate SlimSoft Charcoal.
It was the first-ever toothbrush In the Indian market that had super slim bristles combined with charcoal. There was no other company than who made charcoal-infused toothbrushes and toothpaste. In such ways, Colgate has always been reflecting its innovations in the Indian market.
Conclusion
Colgate has always been a company that has focused to work on its core products and operations and at the same time lookout for new areas to play. Be it rural India or urban India, Colgate has been one of the prominent leaders in the oral care industry and holds a loyal base across the country.
The company aims to continue this journey by serving its customers with the same passion and creating more awareness about the brand by using many different and new marketing strategies.
FAQs
Is Colgate an Indian company?
Colgate is an American brand founded by William Colgate.
What company owns Colgate?
Colgate-Palmolive Company is the parent company of Colgate.
Is Colgate a Fortune 500 company?
Yes, Colgate-Palmolive is a Fortune 500 company.
How successful is Colgate?
Colgate is a market leader in the toothpaste and toothbrush segment leaving behind the successful competitors.
Who are Colgate’s competitors?
Colgate’s competitors are:
Crest
Sensodyne
Patanjali Dant Kanti
Close up
Pepsodent
Vicco Vajradanti
Why Colgate is the best toothpaste?
Colgate is known for its tooth whitening properties and 12-hour protection that helps fight cavities, prevent gingivitis, reduce plaque, control calculus buildup and fight bad breath.
Which type of advertising is used by Colgate?
Colgate mainly uses a positioning approach based on its competitors. They have positioned their brand image in such a way that customers are bound to buy the product.
When we are hungry or bored, we always feel to munch something. There are a lot of snacks available in the market. Some snacks are imported, some are locally made or some are Indian brands. The element that makes a snack popular is taste.
But not all tasty snacks are healthy. So, to prove this, Too-Yumm was launched, as a healthy snack which is tasty too. In this article, we will share how Too-Yumm found its place in the Indian snacks market.
To munch guilt-free, read the whole article.
About Too Yumm
RP-Sanjiv Goenka group launched their products in the packed food sector in the year 2016. Talking about Too-Yumm, it is owned by Guiltfree industries which are led by Shashwat Goenka, son of Sanjiv Goenka.
There was an initial investment of Rs.10, 000 crore. This is an overall investment, which is distributed over a period of 5 to 7 years. The company aims that they will become a snack giant in the upcoming years of establishment and gain huge success. Talking about the current scenario, they are already achieving the targets set and winning the hearts of people by giving them a guilt-free snacks.
Too Yumm provides a healthy snacking experience. They have a wide variety of snacks namely wheat thins, foxnuts, multigrain chips, quinoa puffs, veggie sticks, etc. The speciality is not just the packaging and healthy ingredients, they also have a very good taste.
Key Marketing Strategies of Too Yumm
Too-Yumm took the advantage of the market by launching a healthy snack that other companies failed to provide. Below is the strategy used by Too Yumm to stand out amongst the existing snack sellers.
Proper product allocation
Initially, after the production started, they distributed the products in metro cities first to get to know the response. They supplied them in cities like Delhi, Mumbai, Kolkata, Delhi NCR and Chennai. When the snacks were a hit, they increased their production and started supplying them across India.
Promotion strategy
They promoted the product with a very popular sports player, Virat Kohli, in the advertisement, the cricketer himself eats the chips and says that you can eat this guilt-free. They also started giving social media ads. It also promoted its products in web television series.
This way there was quite an advertisement of the products among the public. They were much aware of the product. This awareness and promotion strategy created a demand for the product in the market.
Affordable pricing strategy
It is often a mindset of consumers that a healthy snack is equivalent to a costly snack. Too Yumm took an opportunity to break this mindset. They launched their snacks ranging from Rs 5 to Rs 40. It was the range that is affordable to most the type of consumers. They gave trial packs worth Rs 5 so that people would taste them and choose what to buy more.
Correct packaging placement
They placed the products in the market very strategically. They placed the small packets at small shops or vendors and large packets at large places. This means that their products were available at most of the places and jolts.
Targeting the correct audience
The strategy of targeting the age group of 15 to 35 years worked wonders. Mostly this age group is very particular about their diet and eating. They are mostly considering fitness and health. Also, India is a country with a maximum youth population. Targeting the youth gave a terrific response.
Advertising in Indian Premium League (IPL)
IPL is a cricket series that the whole world watches. Players around the world play these matches and there are different teams that are apart. So, advertising in the stadium where IPL is played and in between the overs and innings gave Too-Yumm popularity that it needed.
Unique Features of Too Yumm’s Marketing Strategy
The company with the help of celebrities not only created awareness but also promoted sales. They came up with slogans creating brand awareness. Twitter played an important role here.
This is how Too-Yumm found its place in the Indian snacks market. Slowly it is becoming a very popular healthy snack in the country.
Conclusion
Today, Too-Yumm has achieved an outstanding position in the market. The product quality and taste have remained consistent since the beginning.
It has been breaking the records since its launch of the product. The sales of the product have reached 200 corers per year and are constantly growing by 12% to 15% every month.
The future plans of the company include acquiring a plant in Gujarat and increasing production to meet the market needs. Also, they are trying to add various new flavours to the product list.
So, in this article, the strategy was explained and it was clear how Too Yumm found its place in the Indian snacks market.
FAQs
Who is the brand ambassador of Too Yumm?
Indian cricketer Virat Kohli is the brand ambassador of Too Yum.
Which strategies do Too Yumm adopt for an increase in sales?
Too Yumm appointed Indian Cricketer, Virat Kohli as its brand ambassador which boosted its sales.
Is Too Yumm an Indian company?
Yes, Too Yumm is an Indian company founded in 2017 by RP-Sanjiv Goenka group.
Modern technology made great advancements in the medical industry. Now, this technology is making the reach of various medicines even easier.
The times when we had to roam around the market to find a particular medicine are gone. At present, we can find any medicine and get it delivered to our doorstep. This has been made possible with PharmEasy, the Indian online medicine delivery platform. We can use this app to order medicines and healthcare online.
PharmEasy has made great progress with its idea of making medicine delivery easy. It has gained huge popularity among the customers with its advertising and marketing. They have even made campaigns addressing customers’ concerns in a creative way.
About PharmEasy – India’s Leading Medicine Delivery App
PharmEasy is India’s health tech startup of online pharmacy and diagnostics. PharmEasy’s acquisition of Medlife has made it the biggest online pharmacy platform. After the acquisition, it aimed to serve 2 million customers a month.
In 2021, it also acquired Thyrocare technologies and Aknamed. The platform offers services of medicine delivery, diagnostic test sample collection, and teleconsultations. With its various partner vendors, it offers services to over 710 cities covering Bengaluru, Pune, Mumbai, etc. The company covers 98% of pin codes in the nation to deliver medicine.
Founders of PharmEasy
Dhaval Shah and Dharmil Sheth
PharmEasy is the healthcare startup that came into existence in 2014. Its co-founders include Siddharth Shah, Dhaval Shah, Dharmil Seth, Harsh Parekh, and Hardik Dedhia. The startup began with the idea of making healthcare in India easily accessible. API Holdings Private Limited is the parent organization of PharmEasy.
How does PharmEasy Work?
It is an e-commerce platform where one can buy medicines and other healthcare equipment. A person uploads an image of the prescription on the app or website. This prescription is then sent to a medical store in your area and the order is packed.
Once the order is ready, a delivery agent comes to pick it up. The order then gets delivered to your home. It is as simple as its ads make it look.
Marketing Strategies of PharmEasy
Marketing is super important for any business to grow. When it comes to startup, it becomes even more important. To make a startup stand out in the market, strategic marketing is essential.
PharmEasy opts for various strategies for marketing. It tries to gain the customers’ attention through online marketing as well as tv commercials.
The following are some of the marketing strategies of PharmEasy:
Television Commercials
PharmEasy is an Indian company. The best way to get the attention of the Indian audience is through TV ads. PharmEasy’s TV ad was a successful marketing strategy that gained great popularity.
The company made a music track for its ad. The track was a version of the popular Bollywood song, ‘Urvashi’. They created their slogan in the tune of it. The slogan said ‘PharmEasy, PharmEasy, Take it easy PharmEasy’. Every time this soundtrack played on the television; it got the viewers’ attention.
When viewers find something interesting, they like to know more about it. In this way, this strategy by the brand got successful. This ad made the app and its services popular among the customers.
Meme Marketing
PharmEasy Instagram Marketing
PharmEasy is a new-age startup. The brand knows how to keep up with the latest trends. With the increasing popularity of memes over social media, PharmEasy took a dip in this strategy.
The company posts memes on its Instagram handle. This catches the customer’s attention in a creative and quirky way. For example- They made a meme on weekend working and attached its slogan #TakeItEasy, its tagline to it. There are several other memes that the company keeps on making according to the trends.
Once a person signs up on the PharmEasy app or website, the role of this strategy begins. The company uses technology to send automated messages or emails to its customers.
These messages include the information of new offers or discounts that the company has to offer. This is a great strategy by the company to gather up the customers’ attention.
Sponsorships
The PharmEasy startup was not popular right from its birth. It had to create a space and trust for itself in the market. One of the most successful strategies by PharmEasy in its early years wascricket sponsorship.
PharmEasy Cricket Sponsorship
After investing in cricket, people began to associate PharmEasy with cricket. Most of the Indian audience watches the world cup. An ad between the match gets the viewers’ attention and help develop a level of trust.
PharmEasy earned huge popularity through this marketing strategy. People now consider it a reliable brand in the e-pharmacy industry.
Influencer Marketing
We all are aware of the power of social media nowadays. Influencers and bloggers over various channels are getting more and more popular. They also have a large audience.
So, PharmEasy has also opted for influencer marketing. In this way, it can promote itself at the leverage of the influencer’s audience. For example- PharmEasy has indulged in making reels. You can see Viraj Ghelani, Digital Creator, and Sapan Verma, Comedian in the PharmEasy reels.
Traffic Sources of PharmEasy
The traffic generated by PharmEasy is 63.39% from search. Besides, there is 30.97% direct traffic, 0.72% from social media, 3.29% from display, 0.66% from emails and 0.97% from referrals.
PharmEasy Covid-19 Marketing Strategy
PharmEasy Covid-19 Marketing Strategy
Every brand advertised itself in association with the pandemic. So, PharmEasy too made ads related to covid-19. They decided to take a witty and sarcastic road for their advertisement.
The company has used a statement that is very common among the Indian audience. It is ‘Sab uparwale ke hath mein hai.’ So, taking a sarcastic take, the company used the actual uparwala i.e, the neighbour living up to promote their brand.
Another popular ad of PharmEasy was the ‘WFH’ campaign. This ad was focused on lockdown, as people were confined in their homes. The advertisement showcases while everything changed, one thing that didn’t change was getting medicines with ease.
PharmEasy has given a simple and sensible message to the people with their ads. It is to not leave everything up to fate. People need to understand that they have to take care of their health. The ad shows that to take care of medicine and healthcare, PharmEasy is always there.
PharmEasy, India’s largest e-pharmacy came as a boon. It made the process of medicine buying easy, accessible, and reliable. During the pandemic, when people could not go out and find their medicines, PharmEasy has been a great help.
It is safe to say that PharmEasy gained great popularity with its marketing strategies. It has always kept its ads short, catchy and relatable. All such strategies helped PharmEasy to gain trust and popularity among the customers.
FAQ
Is PharmEasy a profitable company?
Yes, PharmEasy reported revenue of ₹2360 crore in the financial year 2021.
Is PharmEasy a unicorn?
PharmEasy achieved unicorn status with a valuation of $1.5 billion.
Who is the founder of PharmEasy?
Dhaval Shah and Dharmil Sheth are the founders of PharmEasy.
The launch of the deodorant brand Fogg in 2010 has taken the market by storm with its USP being ‘No gas, only Spray’. Fogg is a subsidiary of the Vini Group of Companies. It was the brainchild of Darshan Patel, the founder of Vini Cosmetics.
The deodorant industry has over 500 brands in India itself. Any brand that has to come into the industry in such a scenario should have multiple qualities that will sell in the market. On top of that, the products should thus be designed based on the needs of the consumers.
Through Fogg’s unique marketing strategy and consistent commitment, today the company holds more than 12% of the market share. Breaking the market stereotypes with a particular product type, they lead the category consistently even 20 years since then. This article will look at the marketing strategy of Fogg that played a significant role in catapulting the company’s brand value to its zenith.
Considering the extent of competition and available options, it is all the more important to have their own unique signature when it comes to pitching in a new company. The master brains behind Fogg has done the meticulous market research to identify untapped market niches which have helped the company gain market share and category dominance.
As mentioned earlier, Fogg’s signature was its non-gaseous sprays that were groundbreaking as far as the Deo industry was concerned. The best part about its pitching is that they were able to identify one of the most inconspicuous and yet significant drawbacks in the industry that was existent since the rise of the category and was left unattended for a long while.
By working on such a gap, Fogg was not only able to explore untouched areas but also show the audience why they are different in a loud manner. They were able to carve a niche market out for themselves like no other brands in the industry could ever do before.
Providing a Unique Value Proposition
One of the best and the most traditional form of marketing is through word of mouth. It is the most authentic form of marketing that cannot be simulated. It can only be achieved by giving the best product to the users.
Fogg has never held themselves back in that regard as well. There was a general opinion that the deodorants by Fogg lasted longer than the rest of the deodorants in the same price range.
Moreover, the users could actually feel that the company was providing them with what they promised. Fogg guaranteed eight hundred sprays per bottle. They also assured that every deodorant has undergone dermatologically tested. Thus, by providing a holistic experience of a novel deodorant to the people, they were able to create a brand value in the most authentic form.
Efficient Campaigning
Familiarising the customers about the brand is the first thing that Fogg did through its marketing campaigns. They had launched products for young men and women along with a few products for the older generation as well. Since the target audience was the middle class, it was important to advertise through electronic and print media extensively.
Fogg, in fact, has done their campaigning so well that their advertisements in all mediums became a talk of the town when it was launched. Apart from television and newspapers, they also advertised on all social media platforms like Twitter, Facebook etc.
They had also advertised extensively on their websites as well. Their tagline ‘Kya Chai Raha Hai’ became a big trend during its launch. They also had other popular taglines like ‘Bina gas wala body spray’, ’Phir Khatam’, ‘Doesn’t Get Blown Away’ and so on.
Fog also set a standard by releasing specific products for both men and women at the same time. Additionally, they also launched combo packs as well.
Their ads successfully showed how the deodorants by their rival brands are in fact wasteful when compared to their own product.
The stereotypical trend of sexist advertisements that deodorants generally go after were broken by Fogg. Their advertisements were different by exploring unique themes and narratives.
One of the most important aspects when it comes to marketing the product is also its accessibility to the target audience for that and efficient distribution channel is inevitable. Fogg deodorant adopted a marketing strategy that would directly penetrate into the Indian mindset as well as the market.
The efficient distribution channel of its parent company has significantly helped Fogg in developing a very strong network and real presence in the markets across the country.
Today Fogg products are readily available at grocery stores, corner shops supermarkets to malls. It is also available via E-commerce and online stores. By maintaining a constant presence in the vicinity of the consumers they were able to ensure market dominance and consumer liking.
Calculated Pricing
The unique penetration pricing policy adopted by Fogg deodorant has helped in aligning its vision along with the practicality of its consumption. As mentioned earlier, the company targeted middle-class men and women and hence kept their product prices at a reasonable and affordable rate. It has helped them capture more markets. They also offer value for money to the consumers.
By carefully assimilating to the market situation Fogg have been able to maintain its top position in the market. On close observation, it can be understood that the price of fog deodorant was always at par with the prices of its rival brand.
Through carefully crafted strategies and the identification of an untapped niche, Fogg has been able to develop its own brand value in the industry. There is no wonder that Fogg had taken the deodorant industry by storm within 2 years of its launch.
Their advertisements that have been unique and consistent over the years is in itself the biggest testament to the fact that marketing the product in the right manner is the most significant and game-changing element of any business model. The case of Fogg cosmetics can be taken up as an encouraging example of what new ideas can do.
FAQs
What is the USP of Fogg perfume?
The USP of Fogg is its deodorants last much longer than its competitors.
Who manufactures Fogg Deo?
Vini Cosmetics Pvt. Ltd manufactures Fogg deodorant in India.
Why is Fogg so successful?
One of the reasons behind Fogg’s success is its unique marketing strategy and its deodorants last much longer than other brands.
Bharath
