Asian Paints digital marketing strategies

Asian Paints Digital Marketing Strategies: A Detailed Case Study [Download PDF]

Want to know how Asian paints use digital marketing? Asian Paints has a fantastic connection with its customers through its advertisements and campaigns. In this case study, we analyze Asian paint's in-depth digital marketing strategies & download pdf/ppt. Read to learn more
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In 1942, when lakhs of Indians used civil disobedience to write a triumphant chapter in India’s war for independence, four friends in Bombay (now Mumbai) started up a paint manufacturing firm in a modest garage—Asian Paints.

Asian Paints digital marketing strategies products

Asian Paints has a fantastic connection with its customers and communicates their stories through its advertisements and campaigns. Today we’ll take a look at the journey.

This case study focuses on Asian Paints, an India-based paint manufacturer and retailer and their digital marketing strategies. 

About Asian Paints

Asian Paints Limited was founded on February 1, 1942, and it is now India’s largest and Asia’s third-largest paint company. Asian Paints is in 17 countries and has 25 paint manufacturing plants worldwide, serving customers in over 65 countries. The company produces paints for the decorative, automotive, and industrial segments.

Asian Paints digital marketing strategies

Aside from this, the company manufactures various accessories such as wall primer, wood primer, putty, and stainers, among others. Due to its strong consumer focus and innovative attitude, the company has been the global leader in paint since 1967.

Founder

Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil founded the company in a garage in Gaiwadi, Girgaon, Mumbai.

Since 1 April 2020, Amit Syngle has been the CEO & MD of Asian Paints Ltd.

Amit Syngle Asian Paints MD & CEO
Amit Syngle- Asian Paints Ltd. CEO & MD

History

During World War II and the Quit India Movement of 1942, a temporary prohibition on paint imports limited the market to foreign enterprises and Shalimar Paints. Asian Paints entered the market and recorded an annual turnover of Rs. 23 crores in 1952, with a PBT margin of barely 2%. By 1967, it had risen to become the country’s top paint maker. 

The four families collectively owned the majority of the corporation. However, when the corporation grew beyond India in the 1990s, issues over global rights arose. Choksey sold its 13.7 per cent stake and left the company in 1997 due to the issues. He died in July 1997, and his son Atul succeeded him.

Choksey’s shares were mutually purchased by the remaining three families and Unit Trust of India after failed partnership talks with the British corporation Imperial Chemical Industries. The Choksi, Dani, and Vakil families own 47.81% of the company as of 2008.

Asian Paints’ SEO Strategies

It is crucial for every brand today to ensure that its website is optimised for search engines. Let’s see how Asian Paints performs on search engines and the results they can generate.

Asian Paints’ Website Strategies

Asian Paints’ website has an authority score of 59 with 2,7 million organic search traffic and 287.6K backlinks. They generate 13.5K traffic through Google Ads and other paid means.

Asian Paints website authority score & digital marketing strategies

www.asianpaints.com

Asian Paints’ On-page SEO Strategies

Their blogs are irregular, but when they do post, they post over three blogs a month. Most of their blogs are paint-related and contain mostly text without any images or infographics. Towards the end of the blog, they have an option for you to either like or dislike the blog.

Asian Paints blog page- website marketing strategies

Asian Paints’ Off-page SEO Strategies

Increasing search engine and user views of a site’s popularity, relevance, trustworthiness, and authority are what off-site ranking factor optimization comprises. Asian paints’ website gets a total of 2.1 million monthly visits on its page and targets 161K keywords.

Asian Paints off-page SEO strategies- website referring domains and monthly visits

As you can see in the graphs below, Asian Paints has experienced a decrease in its backlinks from September 2021 to the present (November 2022). This is because the backlinks lost are constantly more than the new ones.

Asian Paints backlinks marketing strategies
Asian Paints marketing strategies- new and lost backlinks

Arts and entertainment and business and industry are the two topmost categories contributing to Asian Paints’ backlinks. The other categories include Internet and Telecom, News, and Jobs and Education.

Asian Paints marketing strategies- categories of referring domains

Asian Paints’ Social Media Strategies & Case Study

Asian Paints’ Instagram Strategies

The Instagram profile of Asian Paints (@asianpaints) has over 252K followers as of November 2022. They post once every day on their profile.

Asian Paints social media marketing strategies- Instagram

These are the different types of posts you’ll find on Asian Paints’ Instagram:

Engagement-based: Asian Paints’ Instagram account posts engagement content to encourage users to comment on their preferred design, as you can see in the image below.

Special day posts: They also post on special days to wish their followers.

Product-specific: A good number of posts on Asian Paints’ feed are related to their products, like the one you can see below.

Reels: Finally, they also use reels to make engaging content and reach a larger customer base.

Asian Paints social media strategies- Instagram reels post

The Instagram engagement rate of Asian Paints’ Instagram account is 2.11%, with an average of 5,777 likes and 8 comments on their posts.

Asian Paints- Instagram engagement rate

Asian Paints’ Facebook Strategies

Asian Paints’ Facebook page has over 20 lakh followers as of November 2022. They post pretty much the same things as they do on Instagram.

Asian Paints- Facebook  followers marketing strategies and case study

The Facebook engagement rate of Asian Paints is 0.11%, and they receive an average of 2,100 likes and 68 comments on each post.

Asian Paint marketing strategies- Facebook engagement rate

Asian Paints’ Twitter Strategies

Asian Paints’ Twitter page has over 121.6K followers as of November 2022. It’s strategies are designed to engage with customers and build brand awareness. The company uses Twitter to share product information, updates, and promotions with its followers.

Asian Paint's Twitter marketing strategies

Asian Paints also uses Twitter primarily to answer customer queries and complaints.

Asian Paints’ Google Ads Strategies & Case Study

Asian Paints also makes use of Google Ads to capture more audience and be visible to all those looking for them. As depicted in the figure below, you can see a spike in their paid search trends between March and May 2022.

Asian Paint- Google ads marketing strategies & case study

The below table shows trends of the paid keywords used by Asian Paints, which have remained constant since April 2022.

Asian Paints paid ads keywords and marketing strategies

You can find the list of the keywords that Asian Paints has bid on in the table below. The top five keywords are painting ideas, home paint colour, house painting, colour combination for the hall, and painters near me.

Asian Paints paid ads marketing-top keywords

Asian Paints’ Target Audience

Customers for Asian paints include, but are not limited to, homeowners, corporations, vehicle companies, wholesalers, and distributors. Asian Paints’ retail consumers are typically adults aged 20 and up from the medium, upper-middle, and upper-income brackets.

Asian Paints’ Best Campaigns’ Case Study

1. Where The Heart Is

From sharing stories and experiences of what home means to different people, to giving helpful tips on home decoration and maintenance, Asian Paint inspire to create a home that you and your loved ones will cherish for years to come.

Asian Paints’ agenda is “every home is special and deserves the best possible care”. the “Where the Heart Is” campaign is all about celebrating these special places that is called home.

2. Wah Sunil Babu Wah

The humorous “Wah Sunil Babu Wah” ad was a huge hit with audiences and is still remembered and connected with the brand. The notion was a sarcastic dig at the fact that their paint retains its freshness and longevity despite many environmental and living changes.

3. Your way!

Service for Beautiful Homes Asian Paints has released two digital films to promote its new service, Beautiful Homes Service.

The two films, created and performed by Kinnect, shed light on the ups and downs of home interior design while showcasing Asian Paints’ Beautiful Homes Service as the one-stop solution for creating a beautiful house.

Conclusion

Asian Paints used these strategies to protect and develop its reputation in the digital economy. You’ve come to the perfect place if you want to develop a digital marketing strategy for your company. Digital Scholar, the first agency-style training institute, provides digital marketing courses for aspiring marketers, entrepreneurs, students, and others interested in excelling in the digital area. If you’d like to learn more about Digital Scholar and explore your alternatives, call them immediately at +91 9513632705.

What are your thoughts on Asian Paints’ digital marketing strategies? Please let us know in the comments!

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Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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