Marketing Strategies of Asahi and Saint Gobain
1. Introduction
Marketing plays a very important role in the contemporary business arena. The marketing strategies of two companies in the glass industry in India are analysed on parameters such as product portfolio, pricing, positioning, advertising, distribution, etc.
2. Company Background and Profile
In order to understand the marketing strategies of the two companies a brief of the companies profile and background is essential.
2.1 Asahi India Safety Glass Ltd. (AIS)
Asahi Glass Company was established in 1907, in Amagasaki, an industrial city in Japan. It started its export business as early as 1914 by exporting sheet glass to England. The company is diversified into five industries namely flat glass, automotive glass, display, chemicals and electronics and energy.
AIS, initially know as Indian Auto Safety Glass Private Limited, was incorporated on 31st December 1985. It was promoted by Asahi Glass Company Limited of Japan, Maruti Udyog Ltd., The Indo-Asahi Glass Co. Ltd. and R.M. Labroo and Associates. The company name was changed to Asahi India Safety Glass Ltd. when it was converted into a Public Limited Company on 31st December 1985.
Asahi India Glass Ltd. (AIS) is the market leader in India for manufacture of toughened glass, with over 80% market share in automotive glass. In 1996 AIS became the first Indian Glass manufacturing company to be awarded with the ISO 9002. The company reached the milestone of Rs.100 Crore sales turnover in 1999. In April 2002, Floatglass India Ltd. was amalgamated with AIS. On 1st January 2007, the second float glass plant of AIS was setup in Roorkee.
2.2 Saint Gobain
Saint Gobain was established in 1665 by French emperor Louis XIV and Colbert. The company established a near monopoly in 17th century Europe. Saint Gobain taking advantage of the new economic freedom of the 19th century established units in Germany (1857), Italy (1889) and Spain (1904). The merger with Pont-a-Mousson in 1970 enabled the company to
Marketing plays a very important role in the contemporary business arena. The marketing strategies of two companies in the glass industry in India are analysed on parameters such as product portfolio, pricing, positioning, advertising, distribution, etc.
2. Company Background and Profile
In order to understand the marketing strategies of the two companies a brief of the companies profile and background is essential.
2.1 Asahi India Safety Glass Ltd. (AIS)
Asahi Glass Company was established in 1907, in Amagasaki, an industrial city in Japan. It started its export business as early as 1914 by exporting sheet glass to England. The company is diversified into five industries namely flat glass, automotive glass, display, chemicals and electronics and energy.
AIS, initially know as Indian Auto Safety Glass Private Limited, was incorporated on 31st December 1985. It was promoted by Asahi Glass Company Limited of Japan, Maruti Udyog Ltd., The Indo-Asahi Glass Co. Ltd. and R.M. Labroo and Associates. The company name was changed to Asahi India Safety Glass Ltd. when it was converted into a Public Limited Company on 31st December 1985.
Asahi India Glass Ltd. (AIS) is the market leader in India for manufacture of toughened glass, with over 80% market share in automotive glass. In 1996 AIS became the first Indian Glass manufacturing company to be awarded with the ISO 9002. The company reached the milestone of Rs.100 Crore sales turnover in 1999. In April 2002, Floatglass India Ltd. was amalgamated with AIS. On 1st January 2007, the second float glass plant of AIS was setup in Roorkee.
2.2 Saint Gobain
Saint Gobain was established in 1665 by French emperor Louis XIV and Colbert. The company established a near monopoly in 17th century Europe. Saint Gobain taking advantage of the new economic freedom of the 19th century established units in Germany (1857), Italy (1889) and Spain (1904). The merger with Pont-a-Mousson in 1970 enabled the company to
Bibliography: Kotler and Armstrong, 2004, ‘Principles of Marketing’, Delhi, Pearson Education (Singapore) Pte. Ltd. Arthur A Thompson Jr., A J Strickland III, John E Gamble and Arun K Jain, 2007, ‘Crafting and Executing Strategy’, Delhi, Tata McGraw-Hill Publishing Company Ltd. Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha, 2007, ‘Marketing Management’, Delhi, Dorling Kindersley (India) Pvt. Ltd.