Evaluation of the advertising effectiveness of APCA in select markets of Bombay, Delhi and Uttar Pradesh; Asian Paints

Abstract

Asian Paints had launched a Nitro cellulose lacquer paint for the automotive refinisher market named as APCA. The brand DUCO from ICI is a market leader in this segment. Another strong competitor in the Nitro cellulose acrylic paint segment, which also caters to the same market, is NEROLAC from Good lass Nerolac Paints (GNP). Asian Paints wants to increase the market share of APCA and develop APCA to be the market leader. To achieve these objectives Asian Paints had launched advertising campaigns both on the TV and in the Press.