SWOT Analysis of Shalimar Paints with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Shalimar Paints |
|
Parent Company |
Shalimar Paints Limited |
Category |
Paint Industry |
Sector |
|
Tagline/ Slogan |
Zara hatke socho |
USP |
A strong established national brand with presence across both decorative and industrial paints. |
Shalimar Paints STP |
|
Segment |
Decorative and Industrial segments |
Target Group |
Institutional and retail customers across all price-bands. |
Positioning |
A complete Paint Company offering paints for each segment in each price-bracket. |
Shalimar Paints SWOT Analysis |
|
Strengths |
Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Shalimar Paints : 1. Shalimar Paints was first large-scale paint manufacturing unit in South-Asia, hence has vast experience in this industry. 4. They are pioneers in industrial paints category as they have association with Pinchin Johnson Co. & International paints. 5. With products in marine coating, High performance Coating, packaging and General Industrial, they are 3rd largest in the industrial paints category. 6. Currently 3 manufacturing facilities strategically located at Howrah, Sikandrabad and Nasik which jointly have capacity of 57000 tonnes p.a 7. Company has good Pan-India presence with well-established Sales & Distribution Network |
Weaknesses |
1. In spite of having the first mover’s advantage in the paints industry it lags behind Asian Paints, Berger Paints, Akzonobel in many segments. |
Opportunities |
1.Shalimar is introducing a Self-Clean Paint: paint with a new technology that doesn’t allow water to stay on walls, it turns water into tiny balls that roll down the wall taking dirt away. 4. Continuous R&D provides scope of reduction of VOC and HAP, develop more eco-friendly products which have high potential growth. 5. Tremendous growth opportunities in Rural India |
Threats |
1.Stringent Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are given more emphasis |
Shalimar Paints Competition |
|
Competitors |
Below are the 5 main Shalimar Paints competitors : 1. Berger Paints 4. Jenson & Nicolson 5. Asian Paints |
The brandguide table above concludes the Shalimar Paints SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
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