How “Asian Paints” Challenges the Conventional Thinking

• Formed by four friends in 1942, has a history longer than Modern India.

• By the start of new millennium, the Indian public had changed with more money and less time.

• Customers might think little about paint but they placed a high value on the effect paint brought to their homes.

• Ads with the tagline ‘Har ghar kuch kehta hai’ signified the change.

• A new helpline was launched which brought the public closer to the brand.

• Introduction of a ‘Home Solutions’ service completed the company’s move to a premium brand.

• Buyers of Asian Paints’ premium products swap money for solutions, not just paint.

• Asian Paints raised staff salaries and is going ahead with annual increments to boost their morale amid the coronavirus pandemic.

• There has been no layoff and share prices of Asian Paints gained over 2% to ₹1,554 on May 15 after the announcement despite the poor performance of market in general.

How Coca-Cola Adapts to a Changing Market Environment

• 5th most valuable brand in the world generated more than $31 billion in 200+ territories.

• Lost about a third of its revenue due to high sugar content in its fizzy drinks and increasing health awareness.

• In the first quarter of 2019, its revenue increased 5.2% compared to its previous first quarter results.

• How did Coca-Cola do this and came back on the track?

• In 2018, Coca-Cola bought Costa Coffee, a coffee chain popular in UK and increasingly in China. It even has stores in selected metros of India.

• The company now owns a number of Tea, Water and Juice brands which are healthier and can also charge premium.

• Big Brands survive by continuously adapting to the changes in their environments.