Asian Paints Place (Marketing Mix)

Elements of APs Distribution Strategy AP bypassed the bulk vendee separate and went to individual consumers of paints. AP went slow on urban areas and concentrated on semi-urban and rural areas. AP went retail. AP went in for an open-door dealer policy. AP voted for nationwide grocery storeing / dispersal AP BYPASS THE BULK BUYER SEGMENT AND GOES TO INDIVIDUAL CONSUMERS bulge out buyer segment was the major segment of the paint personal credit line in the earlier days and any paint smart set needed a share of this major segment for unmistakable survival. Though, this segment was dominated tot anyy by foreign companies and their in wide-ranging quantities distributors, a new entrant to the business like AP would normally have rushed to this segment and tried to garner a share of it. AP, however, had a totally different game plan. sightedness that this segment was not a growth segment, though it was for sure the major segment at that point of time, AP decided to geld this segment for the present and go to individual consumers. And that was a life-and-death decision. It influenced every subsequent decision AP took in the realm of distribution.

over time, AP proved to the paint industry that there existed a large and bottomless segment in the paint business of India, external the bulk buyer segment, comprising of individual consumers. AP went slow on urban areas and concentrated on semi-urban and rural areas. Along with the decision to go to individual consumer segment leaving aside the bulk buyer segment, AP also decided that within the individual consumer segment, semi-urban and rural areas would cause APs priority market.APclearly saw that a large market for paints was emerging in the semi-urban and rural areas, and felt it wise to wiretap this market. AP found it difficult to attract the wholesalers in the cities to deal in its products. It had to necessarily turn to the semi-urban and rural areas for support. AP wisely decided against committing all its resources on a head on collision... If you want to seduce a full essay, order it on our website: Orderessay

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