Beruflich Dokumente
Kultur Dokumente
This is to certify that the project report titled “Brand Awareness of Kansai Nerolac Paints
limited” is an original work of Mr. KUMAR ADITYA bearing University Registration Number
0806260023 a student of Rourkela Institute of Management Studies, Rourkela and is being
submitted in partial fulfillment of the requirement for the award of the degree of Master of
Business Administration of Biju Patnaik University of Technology, Rourkela. The summer
project report has not been submitted earlier to this University or to any other
University/Institution for the fulfillment of the requirement of a course of study.
I take this opportunity to express my deep sense of gratitude to “Kansai Nerolac Paints
Limited’’ for taking me as Summer Trainee and extending me full support and co-operation
towards the completion of this project.
I would like to express my deep sense of gratitude to Mr. Satya Prakash (Regional Manager)
and Mr. Tushar Bhattacharjee (Area Sales Manager) of Kansai Nerolac Paints Ltd., who
have provided me an opportunity to undergo the summer traning in their esteemed organization
and let me learn the basics of how to work professionally in an organization.
I would also like to take the opportunity to thank to Mr. Prem Kumar (Territory Sales
Supervisor, Daltonganj) and Mr. Manish Kumar Sinha (Territory Sales Supervisor,
Ranchi) who have been a continuous source of inspiration to me and always ready to give me
their valuable suggestions for the accomplishment of this project and for lending me the
valuable guidance & wholehearted co-operation which enhanced my practical & theoretical
skills.
I would also like to thank all the employees here in Nerolac office at Jamshedpur for all their
support and cooperation. Last but not the least I am very grateful to my parents who gave all the
required support and helped me accomplish the project.
KUMAR ADITYA
MBA
Rourkela Institute of Management Studies
TABLE OF CONTENTS
Chapter – 01 PREFACE 6
Chapter—16 LIMITATIONS 63
Chapter—18 BIBLIOGRAPHY 66
PREFACE
The primary and secondary data was collected from the various customers. And the
findings & suggestions were based on my own questionnaire. So I hope these were very helpful
for the company as Promotional activities plays a very vital role in Marketing.
EXECUTIVE SUMMARY
In the project the nature of research is exploratory research whereby the efforts have been
made by executing the research in Ranchi town. A systematic as well as well-designed approach
has been adopted while conducting research about market characteristics.
Questionnaire contains both open ended questions and close ended questions, on the basis of the
feedback the analysis was done with the help of the clear graphical representation by using pie
charts, bar graphs and other graphs. The next step was the most important step for looking at the
actual findings of the project and recommend to the company what can be incorporated for
further improvement.
• To study the way of approach adapted by Kansai Nerolac Paints Ltd. to various dealers.
• To determine the preference level of Nerolac Paints in comparison to the other
companies’ paints in the different institutions.
• To promote the company’s products in the institutions.
METHODOLOGY
Marketing research is the backbone of marketing. The main objective of my study was to get
information from the customers regarding their preference of the products of Kansai Nerolac
Paints Ltd. in comparison to other paint companies and to suggest some feasible measures to
improve the institutional sales of the company products.
Meaning of Research: Research in common refers to a search of knowledge. One can also
define research as a scientific research for pertinent knowledge or information on a specific
A set of five steps, which includes type of research, approach of research, data
collection and analysis, interpretation of conclusion, limitation of study and on the basis of
these five steps I had presented my final presentation.
Type of Research: As far as this project is concern, it is a descriptive type of research work
because according to C.R. Kothari (the author of Research Methodology) descriptive research is
a method of obtaining qualitative data and other fact finding activities and require special effort
from researcher’s side.
I present this research as a “depth interview”. This is an unstructured, direct, personal
interview in which a single respondent is probed by a highly skilled interviewer to uncover
underlying motivation, beliefs, attitudes, and feeling on the topic.
Descriptive Casual
In order to achieve the above objective exploratory research was carried and different steps were
followed.
Management must define the problem in broader way. It is said that by defining the problem it is
half solved. The objective is the same as stated above.
The second stage of marketing research calls for developing the most efficient plan for gathering
the information needed to achieve the objective of the project successfully. There are number of
steps involved in this:
Primary data:
Secondary data:
It has been collected from the websites of Nerolac Paints Ltd.and library of Jamshedpur Depot.
For secondary data I concern the books like – “Research Methodology“- by C.R.Kothari and
“Marketing Research” – 4TH editions by Naresh k. Malhotra for the basic information about the
project, product profile were also used for the secondary data.
Research instrument
Questionnaire: The questionnaire was developed in consultation with the project guide Mr.
Tushar Bhattacharjee (ASM of Jamshedpur) of Kansai Nerolac Paints Ltd... Ranchi, it comprises
of 09 open – ended questions.
Sampling design
Sampling design is a conductive approach, which gives the research work a factual as well as
conclusive framework. It contains sample size, which is basically a true representation of the
target population
Commencement of Fieldwork:-
The fieldwork included the process of getting the questionnaires filled up and also getting all the
relevant information regarding the visibility of KANSAI NEROLAC PAINTS LTD. for future
business decisions.
INTRODUCTION
Marketing deals with identifying and meeting human and social needs. One of the shortest definitions
of marketing is “Meeting needs profitably”. Marketing is an organizational function and a set of
processes for creating communicating and delivering value to customers and managing customer
relationships in ways that benefits the organizations and its stake holders.
Much of brands strength depends on developing a superior product and packaging, ensuring its
availability, and backing it with engaging communications and reliable service.
The types of paints available in the market and their utility are:
o Primers: This paint is the initiation for all interior paint works.
o Rubber-Base Paint: This is best for concrete and bricks.
o Textured Paint: If need is to cover any flawed surface in your house get this paint. It
works well on ceilings.
The Indian Paint Industry has witnessed remarkable growth over the last few years in terms of
volumes, quality and also technological development. Until now, it has been mainly dominated
by the decorative products; but steadily it is moving towards industrial and protective coatings,
which demonstrates its increasing sophistication.
Sector comments
Paint is a mixture of four elements - solvents, binders, pigments and additives. Solvents give the
paint a liquid flow while the binder binds it to the surface. Pigments impart colour and opacity to
the paint and the additives give it special resistance properties.
Sector trends
The recession in the construction and automobile sector had thrown in shades of grey across the
Industry spectrum, but the revival in these sectors is cause for cheer for the paint industry as
well. The balance sheets of the industry majors are now painted with bright colours.
Sector specifics
On product lines, paints can be differentiated into decorative or architectural paints and industrial
paints. While the former caters to the housing sector, the automotive segment is a major
consumer of the latter. Decorative paints can further be classified into premium, medium and
distemper segments. Premium decorative paints are acrylic emulsions used mostly in the metros.
Market profile
The leaders in the organized paint industry are Asian Paints (India) Ltd. (APIL), Kansai Nerolac
Paints Ltd. (KNPL), Berger Paints, Jenson & Nicholson Ltd. (J&N) and ICI (India) Ltd.
Asian Paints is the industry leader with an overall market share of 33 per cent in the organized
paint market. It has the largest distribution network among the players and its aggressive
marketing has earned it strong brand equity. The Berger Group and ICI share the second slot in
the industry with market shares of 17 per cent each. GNPL has a market share of 15 percent in
the organized sector.The market can be further split into decorative paints and industrial paints.
The demand for decorative paints is highly price-sensitive and also cyclical. Monsoon is a slack
season while the peak business period is Diwali festival time, when most people repaint their
houses. The industrial paints segment, on the other hand, is a high volume-low margin business.
In the decorative segment, it is the distribution network that counts while in the industrial
segment the deciding factor are technological superiority and tie-up with automobile
manufacturers for assured business.
APIL dominates the decorative segment with a 38 per cent market share. The company has more
than 15,000 retail outlets and its brands Tractor, Apcolite, Utsav, Apex and Ace are entrenched in
the market. KNPL, the number-two in the decorative segment, with a 14 per cent market share
too, has now increased its distribution network to 10,700 outlets to compete with APIL
effectively. Berger and ICI have 9 per cent and 8 per cent shares respectively in this segment
followed by J&N and Shalimar with 1 and 6 per cent shares.
GNPL dominates the industrial paints segment with 41 per cent market share. It has a lion's share
of 70 per cent in the OEM passenger car segment, 40 per cent share of two wheeler OEM market
and 20 per cent of commercial vehicle OEM market. It supplies 70 per cent of the paint
requirement of Maruti, India's largest passenger car manufacturer, besides supplying to other
customers like Telco, Toyota, Hindustan Motors, Hero Honda, TVS-Suzuki, Mahindra &
Mahindra, Ashok Leyland, Ford India, PAL Peugeot and Bajaj Auto. GNPL also controls 20 per
cent of the consumer durables segment with clients like Whirlpool and Godrej GE. The company
is also venturing into new areas like painting of plastic, coil coatings and cans. APIL, the leader
in decorative paints, ranks a poor second after Kansai Nerolac in the industrial segment with a 15
per cent market share. But with its joint venture Asian-PPG Industries, the company is
aggressively targeting the automobile sector. It has now emerged as a 100 per cent OEM supplier
to Daewoo, Hyundai, Ford and General Motors and is all set to ride on the automobile boom.
Berger and ICI are the other players in the sector with 10 per cent and 9 per cent shares
respectively. Shalimar too, has an 8 per cent share.
Industry characteristics
COMPANY PROFILE
Nerolac Paints embarked its journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in
Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In 1933,
Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and thus, Goodlass
Rourkela Institute of Management Studies, Rourkela 18
Wall (India) Ltd. was born. Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as
Goodlass Wall Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints
(Pvt.) Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac Paints
Ltd.
In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group on acquisition of a
part of the foreign shareholdings by Forbes Gokak.
In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical collaboration
agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu Toryo Co. Ltd., Japan.
In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata Forbes and the Kansai
Paint Co. Ltd., with the latter acquiring 36% of its share capital.
In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata Forbes group and thus
GNP became a wholly owned subsidiary of Kansai Paint Company Ltd.
In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac
Paints Ltd.
During the journey of continuous performance excellence, Kansai Nerolac Paints Ltd. has entered in to
many technical collaborations with other industry leaders such as E.I. Du-products. Its incessant
journey of successes will go on backed by its present human asset of over 2000 professionals and a
sales turnover of Rs. 1484 crores Kansai Paint Company Limited, which is the largest paint
manufacturing company in Japan and among the top ten coating companies of the world. Kansai
Nerolac Paints Ltd. is the second largest coating company in India with a market share of over 20%.
It is the market leader in industrial / automotive segment supplying over 90% of the OEM
requirements and the leader in powder coatings.
INTRODUCTION:
The Code has been adopted, effective the 31st day of December, 2005.
This code should be read in conjunction with the “Code of Conduct for managerial and executive
staff”, the “Code of conduct for prevention of insider trading and code of corporate disclosure
practices” and the “Policy on appropriate social conduct at workplace” and such other
policies/codes that the Company may from time to time formulate in pursuit of its commitment
to the core values of integrity and honesty.
The Company shall always strive to maintain the highest standards of conduct in all its
endeavors. The Company’s Directors and senior managers have a responsibility to lead by
example, acting with truth, sincerity and fairness in all decisions.
The Code is intended to serve as a source of guiding principles for directors and senior
managers. This Code cannot be expected to address every expectation or condition regarding
proper and ethical business conduct. Each Director and senior manager is expected to comply
with the letter and spirit of this Code using good common sense and professional ethics as the
best guide.
CONFLICT OF INTEREST:
Directors and senior managers must avoid any conflict of interest with the Company. A "conflict
of interest" occurs when the private interest of a Director/senior manager interferes in any way,
or appears to interfere, with the interests of the Company as a whole. While this Code does not
attempt to describe all possible conflicts of interest that could develop, nevertheless, some of the
more common conflicts that Directors and senior managers must resolve or avoid, however, are
set out below:
• A conflict situation can arise when a Director/senior manager or a member of his family
take(s) action or has/have interests that may make it difficult for the Director/senior manager
to make decisions on behalf of the Company objectively and effectively.
• A conflict of interest can also arise when a Director/senior manager or a member of his
family receive(s) improper personal benefits as a result of the position of the Director/senior
manager in the Company.
Family can be considered to consist of the Director, his spouse, dependent children and
dependent parents.
If a Director/senior manager believes that he has an actual or potential conflict of interest with
the Company, the Director/senior manager shall notify the Company / Board of Directors as
promptly as practicable and shall in any event not participate in any decision by the Board of
Directors that in any way relates to the matter that gives rise to the conflict of interest.
Directors, senior managers and their families shall abstain from offering or accepting gifts from
persons or firms who deal with the Company where such gift is being made in order to influence
the actions of the director/senior manager, or where acceptance of the gift could create the
appearance of a conflict of interest.
CORPORATE OPPORTUNITIES:
Directors and the senior managers owe a duty to the Company to advance its legitimate interests.
Directors and senior managers are prohibited from taking for themselves opportunities or
personal gain through unauthorized use of corporate property, information and position or
competing with the Company for business opportunities.
CONFIDENTIALITY:
Directors and senior managers must, during their term of office and after leaving the Board/
services of the Company, maintain the confidentiality of information entrusted to them by the
Company and any other confidential information about the Company that comes to them from
whatever source, in their capacity as Directors/ senior managers, except to those people who
have an appropriate reason to have access to the information. For purposes of this Code,
"confidential information" includes all non-public information that might be of use to
competitors, or harmful to the Company or its customers, if disclosed.
Directors and senior managers shall comply with laws, rules and regulations applicable to them
as Directors and senior managers of the Company, including laws on prevention of insider
trading.
Directors shall protect the Company’s assets and ensure their efficient use for legitimate business
purposes.
Directors and senior managers of the Company shall endeavor to promote ethical behavior and to
provide an opportunity to employees to report violations of laws, rules, regulations or codes of
conduct and policy directives adopted by the Company to the appropriate personnel without fear
of retaliation of any kind for reports made by the employee in good faith.
Confidential information about the Company, including information that can be expected to have
an impact on the market for the Company’s shares may be released only in accordance with the
Company guidelines and the relevant regulations of the Stock Exchanges and the Securities
Exchange Board of India.
COMPLIANCE PROCEDURES:
Senior managers and Executive Director(s) shall communicate any suspected violations of this
Code, including any violation of law or governmental rule or regulation, promptly to the
Managing Director. Directors, other than the Executive Director(s) shall communicate any
suspected violations of this Code, including any violation of law or governmental rule or
regulation, promptly to the Board of Directors. Alleged violations shall be investigated by the
Board or by a person or persons designated by the Board and appropriate action shall be taken in
the event of any violations of the Code.
ANNUAL CERTIFICATION:
All Board members and senior management personnel have to confirm compliance with the
Code on an annual basis. The Annual report of the Company shall contain a declaration to this
effect signed by the Managing Director who is the Chief Executive Officer.
In today’s dynamic business environment, no organization can afford to survive without a well-
articulated and carefully thought vision stating the overall strategic direction and long-term
future of its business.
Kansai Nerolac Paints have been at the forefront of paint manufacturing over eight decades
pioneering a wide spectrum of quality products that change the face of economy and lifestyles of
people at large.
Nerolac’s vision is to leverage global technology, for serving their customers with superior
coating systems built on innovative and superior products and world class solutions, to
strengthen their leadership in Industrial coatings and propel for leadership in
Architectural coatings, all to the delight of their stakeholders.
They firmly believe that it is not only the vision of where they wish to go which will form a
cornerstone of all their further growth, but also their conviction to the fact that the values based
proposition has to be ultimate foundation of their business.
To this end they consciously have internalized and been practicing these values in all their
business transactions though human beings:
Innovation
Entrepreneurial
Responsive
Simplicity
Team Orientation
CULTURAL ETHOS:
THE HR PHILOSOPHY:
Nerolac recognizes its human resources as extremely important and critical assets. They honor
the dignity of each individual, irrespective of position and highly value the feelings.
Their Human Resource Policy is, to facilitate creation of synergy, mutuality and interdependence
between individual and corporate development and growth through total employee involvement
and building an enabling work culture in the organization.
It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve complete
customer satisfaction by providing products and services that consistently meet or exceed the
customer needs and expectations, pursuant to agreed specifications, delivery schedules and
Rourkela Institute of Management Studies, Rourkela 24
competitive prices. It is the philosophy of the company to systematically operate its
manufacturing facilities by inculcating commitment to total quality management at all levels and
on a continuous basis with a view to achieving “First Time Right” results in manufacture,
services and other operations.
Working together requires that we have a friendly atmosphere based on trust and respect
amongst all of us.
At Nerolac we follow an Open Door policy. Any person is free and welcomed to share good
idea, suggestion, doubt, problem about job or work place, or uncertainties about one’s future in
the organization. An open and transparent communication is appreciated.
SOCIAL REAPONSIBILITY:
The company continues to make its due contribution to community relief and development
activities and has donated both in cash and kind for the beautification of some public places in
Mumbai and elsewhere. The company continued its activities directly or indirectly through
trusts/agencies in community Development and Social Welfare including contributions towards
national defense, medical help, education, improvement of environment etc.
IT PILLAR:
Nerolac has always sought to harness the benefits of Information technology. It has envisioned
using Information technology in all areas of business to build up unique competencies and
efficiencies thus delivering maximum value to Nerolac's stakeholders.
As part of these implementations Nerolac today has a state of the art data center and
communication infrastructure based on VSAT’s / Leased lines/ ISDN/ VPN connecting all its
sales offices and factories around the country allowing online transaction processing and
response backed by a state of the art Storage (SAN) device. Nerolac plans to now open its
organization to its suppliers and customers so as to reap the benefits of modern communication
technology and E-commerce. A part of this process it is now pursuing means for establishing
secure connectivity to the extended enterprises.
Nerolac will continue to invest in applications that make it more open and transparent to all its
stakeholders.
ORGANIZATIONAL SRENGTHS:
An organization is not set on pillars of brick and concrete but is set on strong inherent
characteristics that make it strong for years!
Nerolac is carrying on strong since 1920. Following are its strengths that have kept this company
in good faith.
Nerolac is a company with very clear and well-defined vision and very strong values. Clarity of
vision and strong foundation of cultural values have always kept this company
in good stead. Its ethical conduct has always guarded it against any possible traps and pit falls.
We have made sure that the distribution hurdles and the climatic vagrancies do not affect the
quality of our services. This same commitment will ensure that Kansai Nerolac will march
towards its centennial year, fully dedicated and invigorated, in step with the exciting wave of
industrialization and modernization pervading through the new India.
Kansai Nerolac's R&D laboratory has the distinction of being one of the first to be officially
recognized by the Department of Science and Technology (DTI), Government of India. At
Nerolac, quality control starts from the first stage of raw materials, through intermediates, right
up to the finished products.
WIDE EXPERIENCE
The rich cumulative experience of the organization gathered over 80 years of experience
provides a strong backbone to all kinds of decisions taken in this company. 80 years of learning
in trade and market has given enough expertise to innovate and develop products and services
according to the changing needs and desires of customers. Nerolac paint technology cuts across
all barriers; without discriminating between uses or users. The past decades have seen a meteoric
rise in the fortunes of Kansai Nerolac. Today, we are the second largest paint company and a
recognized leader in our chosen fields. The company was adjudged the fastest growing paint
company in the organized sector, not once but thrice-in consecutive years.
PEOPLE:
Nerolac is a company, which considers its people as one of its strengths. Nerolac has always
valued its employees. Recruitment thus becomes very important activity at Nerolac. Employees
that add value to the organization are suitably awarded & rewarded to keep the fire live & going.
STRATEGIC ALLIANCES:
The coatings industry globally, like several other industries, is in the process of consolidation.
The process of consolidation is intended to help companies meet increasingly challenging
customer requirements by constantly updating technology, striving for greater efficiency in
operations and ensuring worldwide servicing capabilities.
MANUFACTURING STRENGTH:
Manufacturing is a very important function for the paint industry. Nerolac has made sure that its
manufacturing facilities are world class. Nerolac has four manufacturing units located at
Perungudi (T.N.), Jainpur (U.P.), Lote Parshuram (Maharashtra) & Bawal (Haryana). The fifth
factory is planned at Hosur in T.N. The total installed capacity of all the existing units put
together is 173900 MT/Annum. Its latest unit is at Bawal, which was commissioned in March
2005, with a capacity of 20400 TPA with an investment of around Rs.100 crore- all through
internal accruals.
ISO CERTIFICATE:
Kansai Nerolac Paints Ltd. has embarked on a TQM (Total Quality Management) mission.
As a first step towards this objective and assuring our valued customers with respect to our
commitment to Quality, our manufacturing facilities are ISO 9000 / certified. Not only that our
major mfg. units are ISO 14000 (Environmental std.) certified.
ENVIRONMENTAL POLICY
Kansai Nerolac Paints Limited manufacture paints for beautification of assets. They are
committed themselves towards environmental protection and conservation of natural resources.
They shall evaluate the environmental impacts of their activities during the development of
manufacturing processes and endeavor to minimize the impact on the environment due to their
They shall make employees aware of importance of environmental protection and conservation
of natural resources. They are committed towards continual improvement in all their activities to
achieve environmental excellence.
They shall communicate this Policy to all employees and make it available to public on demand.
ASSOCIATE COMPANIES
This Company specializes in the manufacture of Pre-Treated Chemicals. Nipa Chemicals Ltd. is
a joint venture of Nihon Parkerizing Co. Ltd., Tokyo, Japan, and Kansai Nerolac. Nerolac
provides technical and the marketing support for Nipa Chemicals
GEOGRAPHICAL PRESENCE
Kansai Nerolac has been operating and rendering its services in 22 states of India.
PRODUCT PROFILE
• EXTERIOR EMULSION: These are mainly used in the exterior walls. Exterior
emulsions are some time can be used in interior walls also. There are two categories of
exterior emulsions:
Emulsions
Emulsions
Nerolac Beauty Premium Acrylic Nerolac Beauty Silky Smooth Nerolac Beauty Smooth finish
emulsion
Distemper
Beauty Premium Acrylic Distemper Beauty Acrylic Distemper Beauty Oil Bound Distemper
ENAMELS: Enamels are oil based paints which are used to paint the surfaces of the wood and
metals. These give the surfaces of the wood and the metals a surprising colour and finish. Iron
grills and wooden items like the doors, windows etc look very beautiful after being painted by
the enamels. There are three categories of enamels:
a) Hi-Gloss enamel
b) Satin enamel
c) Smooth finish enamel
Example: Nerolac Synthetic Enamel, Nerolac Impressions Hi-Performance Enamel,
Nerolac Satin Enamel and Goody Synthetic Enamel.
Marketing is the management process that identifies, anticipates and satisfies customer
requirements profitably.’ – Philip Kotler
At Nerolac, the marketing function has been one of the pillars behind building a successful
organization. They believe their key strength lies in understanding the consumer and
communicating with him in a language they understand and relate to best. Nerolac commercials
have been well -loved over the years and its jingle - 'Jab ghar ki raunaq badhaani ho...' is now
a familiar tune in every Indian household.
Promotional activities play a greater and important role in the entire marketing effort being
carried out by Kansai Nerolac Paints Ltd., are “to generate more sales as well as the create and
maintain an image of its product”.
Thus Kansai Nerolac Paints Ltd. carried out its promotional activities as a controlled and
integrated program of communication and material design to present its products to the
prospective customer. It also helps in communication the need satisfying qualities of paints, to
facilitate the sales and eventually to contribute towards the profit in long range.
The tools used by Kansai Nerolac Paints Ltd. for fulfilling the various purposes of its
promotional activities are the following:-
Incentives.
Painter’s Meet.
Tokens.
Discounting Strategy
Another one of the marketing initiative was the unveiling of the new corporate campaign with
Mr. Amitabh Bachchan as their brand ambassador. In this campaign, Amitabh Bachchan
embodied Nerolac and showed how it touches the lives and dreams of people...no matter who
they are and where they come from. The essence of this thought was captured in the
newbaseline ‘Yeh Rang hain jo har kisi ko chhoota hain’.
Apart from the corporate campaign, they also released a new commercial for Nerolac Suraksha
with Mr.Bachchan. Focusing on the fast growing exterior category, this commercial playfully
demonstrates Suraksha's proposition of protection.
Another one of the initiatives launched, during the festival season of Diwali was “Har Din
Diwali “a promotional campaign aimed at the customer. The unique feature of this campaign
was the opportunity to win daily prizes through out the entire duration of 55 days of the
campaign. In addition to the daily prizes there was also a grand bumper prize to be won. For sure
this was one campaign that was a runaway success.
Complimenting their core business of paints last year also saw the launch of “Nerolac Assured
Paint Service”. Designed to bring the Nerolac experience right to the consumers' doorstep, it
met with an excellent response. Currently available in Mumbai, consumers can now relax while
the Nerolac team takes over the entire paint job right from sourcing to execution.
In their effort to becoming consumer friendly, this year they also undertook the exercise of
redesigning their shade cards. The new look shade cards are not only eye catching and consistent
in appearance but also try to make the process of shade selection for the consumer lot more
interesting and convenient.
Besides all these promotional activities the most important was the promotional campaign
“Rishta Rangon ke Sang”. This was first launched in the year 2006.This was a grand success in
that year. Following the success of the “Rishta Rangon ke Sang 2006” the company relaunched
this again in the year 2007.Again it proved to be a grand success. This program was to strengthen
the cherished relationship between the company and its customers. This year also Kansai Nerolac
Paints Ltd. has launched this program once again. Let’s see how well this program performs this
year.
It is an exciting new program that aims to reward the contractors, painters and the customers for
every litre of Nerolac paint they purchase from any Nerolac CCD outlet in some selected
towns.From gift vouchers to an exotic international trip to gold- there a number of gift options.
The rules are simple too-the more Nerolac paint one purchase the more he can gain as each litre
purchased takes him closer to his dream trip to Singapore.
Nerolac’s strength of wide spread distribution network is its right arm in generating sales
revenue from all parts of India. Nerolac has a wide distribution network of over 11,000 dealers.
They have eight Sales Divisions and each division has depots to take care of local needs. In all
we have 66 depots. All this ensures complete reach in India including rural and up country
markets.
Kansai Nerolac Paints Ltd. is the second largest paint company in India with a market share of
20% and sales turn over of Rs.1226 crores. It is the market leader in industrial / automotive
segment supplying over 90% of the OEM requirements. It is the leader in powder coatings.
Kansai Nerolac Paints Ltd. [KNPL] with its two wholly owned subsidiaries Saurashtra Paints
Ltd., Ahmedabad and GNP Madras Ltd., ranks second in the industry. It is recognised as the
leader in the industrial paints segment with a market share of 41 per cent. The company has a tie
up with Kansai Paint Company of Japan, a world leader in paints, which holds 65 per cent stake
in GNPL. Having derived maximum income in industrial paints from Maruti Udyog Ltd. (MUL)
until recently, the company has now widened its client base to include many other automobile
manufacturers like Mitsubishi Lancer, Hyundai Motors and Telco. Significantly, the company
continued to fare well despite the slowdown in the automobile segment and with the industrial
paints segment likely to witness good growth in the medium term, KNPL appears to be in a fairly
advantageous position and should be able to reap rich benefits in the future.
Talking of the competitors, there are three major competitors of Kansai Nerolac Paints Ltd.
1. Asian Paints Ltd.
2. Berger Paints (India) Ltd.
3. ICI Paints Ltd.
Besides all the above three companies there are few more companies which have been operating
in the market viz. Shalimar Paints, Rajdoot Paints, Jenson & Nicholson etc.
Asian Paints is the India’s largest and the Asia’s third largest paint company today with a turn
over of 44.04 billion. Asian Paints operate in 20 countries and 28 paint manufacturing facilities
in the world servicing consumers in over 65 countries. Besides Asian paints the group operates
around the world through its subsidiaries, Berger International Ltd. Apco coatings, SCIB Paints
and Taubmans. Asian Paints India Ltd. (APIL) has the distinction of being the market leader in
the paints industry and commands a market share of 37 per cent. It commands 38% in the
decorative paints segment and 15% share in the industrial paints segment. The company's
dominance is on account of its presence in almost all types of paints segments such as primers,
wood finishes and metal paints besides wall paints while other players cater to niche markets,
APIL sources its raw material requirements of pthalic anhydride and pentaerythritol from its own
in-house plants, which provides it an edge over its competitors by reducing its raw material
costs. The company has a strong presence abroad with joint ventures in Fiji,
Berger Paints is the country’s third largest paint manufacturer and the second largest decorative
paint player. Berger is headquartered in Calcutta and services the market through a distribution
network comprising of 75 stock points and 12,000+ paint retailers.
Being an ISO 9001 company its quality products have attained instant recognition, worldwide,
and continues to meet quality requirements that are demanded today even in the domestic
market. A leading player in the industry, Berger Paints boasts of a market share of 15 per cent. It
is predominantly engaged in the decorative paints segment, which is responsible for two-thirds of
its sales, remaining earnings come from the industrial paints segment. Berger has two plants
located at Howrah and Pondicherry for producing synthetic resins and paints respectively;
besides these it also owns wholly owned subsidiary Beepee coatings, a manufacturing unit in
Gujarat. The company enjoys the benefits of technical tie-ups with Valspar Coatings, USA and
Herbert’s, Germany for heavy-duty coatings and automotive coatings respectively. Berger
Paints is a company with fairly sound fundamentals and a steady financial track record.
ICI India Ltd. (ICIIL) is a part of the Imperial Chemicals Industries (ICI), UK which is a world
leader in paints. The company has diversified interests and is not purely a paints company.
ICI Paints is the country’s fourth largest paint company. ICI Paints, headquartered in UK and
manufacturing in 24 countries, has some of the world’s top paints and decorative product brands.
ICI India manufactures and markets paints, specialty chemicals, adhesives and starch. With
employee strength of about 900, ICI India’s manufacturing sites, business and sales offices and
distribution network span the length and breadth of the country. In the decoratives business, ICI's
exterior paints portfolio exhibited a strong performance. Commendable growth was registered by
our exterior emulsion brands – Weather shield and Super cote. Our retail tinting package 'Colour
Solutions' is emerging as the preferred choice for top quality paint retailers in the country,
backed by strong retail brands like Dulux Velvet Touch, Acrylic Emulsion and Gloss. The
company, which was a leader in the premium emulsion paint market, has now lost out to Asian
Paints in the same category.
Market survey is one of the most widely used marketing research techniques. Its purpose is
collecting specific data concerning the market that cannot be from the company’s internal record
or from external published source of data market survey may be of various types like – census
survey etc.
This survey was all about collecting data from the different dealers present in outer
Ranchi region about the preference of paints by the customer. Here I had to collect data
regarding the number of dealers selling Paints, nature of the dealers, satisfaction level of the
consumers complain (if any), promotional scheme are known or not, availability of products at
dealers etc. In my survey I did a rigorous study of paint industry acting in this city. I visited
70(approx.) dealers and tried to find out their perception about different paints in Ranchi, What
are the key reasons for the success of particular brand in the city?, Why a customer opt a
particular brand? Also I tried to find out how to increase the sale of KNPL?
Moreover in the second stage of my training I was assigned the task to make a list of ideas which
could be suitable for the promotion of KNPL at local level.
Route1:
Route2:
Kacheri Kantatoli
Lalpur
Chowk Chowk
Chowk
Ratu Road
Chowk Piska More
Route4:
Argora
Chowk Kadru
Chowk
Route5:
Birsa
Chowk Doranda
Chowk
• Firayalal chowk
• Church complex
• Kantatoli chowk
• Duranda cowk
• Argora chowk
• Birsa chowk
Location:
• P.P Compound
• A.G Colony
• Ashok Nagar
The main objective of the survey was to find out the present status of the Kansai
Nerolac’s products in the Ranchi Market. One more thing I need to collect was the information
about what kind of problems customers are facing in procuring the products.
This information was really helpful for me to have an idea about the market share of the
company at Ranchi.
Field work was done during the period of 1st July 2009 to 15th August 2009, which includes
visiting the institutions and collection of data from the customers.
The data collected through questionnaires were entered into Microsoft Excel and analysis
was made in Microsoft Excel only.
In this survey I have gone to different I dealers and and collected data from there. I
visited around 70(approx.) dealers in outer Ranchi region and nearest areas. It was a good sample
size for a survey. The data collected from them has been given below according to which I had
analyze d the different possibilities and made predictions about the future.
Further I had classified the dealer into three categories vis- A, B, and C.
Dealer 19 31 18
The basis of this categorization was the potential of dealers on the basis of quantity of paint
sold by them per year.
Out of 70(approx.) dealers 28% are CLASS-A dealers, 46% are CLASS-B dealers, 26% are
CLASS-C dealers.
The table shows the market share of each of the company in the organized paint market.
J&N 6
ICI 17
Shalimar 4
KNPL 15
Others 8
The Pie graph shows the market share of Paint companies in the organized market segment.
Market Share(%)
Shalimar
Others
4%
8% Asian Paints
Asian Paints
J&N KNPL
33%
6%
Berger
ICI
ICI
J& N
17%
Shalimar
Berger KNPL
Others
17% 15%
Berger 28
ICI 2
KNPL 4
Others 2
The above pie chart shows that the Asian Paints has dominated over the other brands in the
institutional sale. After that comes the Berger Paints then the ICI paints then comes the Nerolac
Paints. It shows that the Kansai Nerolac Paints Limited have to work hard to achieve a good
The market is further divided into decorative paints and industrial paints.
Decorative paints:
• Caters to housing sector.
• Premium decorative paints are acrylic emulsions used in the metros. The medium
range consists of enamels popular in small cities and towns. Distempers are
economy products demanded in the semi urban and rural areas.
• Distribution network is the key.
• Nearly 20% of the decorative paints sold in India are distempers.
Industrial Paints:
• Includes powder coatings, high performance coatings and automotive and
marine paints.
• \Two thirds of the industrial paints produced in the country are automotive
paints.
Decorative 70
Industrial 30
The pie chart given below shows the percentage of market share for the two section of the
market.
30%
Decorative
Industrial
70%
Asian 54
Berger 35
ICI 7
KNPL 12
Others 15
Reasons Number
Advertisement 21
Quality 45
Choice of Customer 10
Service 11
Brand Name 9
Reasons Number
Customer Demand 61
Profit Margin 6
Yes/No Number
Yes 44
No 22
Yes/No Number
Yes 53
No 13
STRENGTHS:-
Nerolac has an excellent brand name, awareness & high quality image.
Nerolac has got goodwill in the market with regard to the brand name.
It has a very strong distribution network and well-built market and currently holds almost
all the parts of the state.
by putting every product through a series of strict quality controls and tests at each stage
from raw material to final production.
Each member of Nerolac family is imbued with the conviction that, while growth and
profitability are key indices of Corporate performance, technological advancement and
the pursuit of excellence are the motive forces.
Building upon its foundation of experience and expertise, Nerolac constantly upgrades
the knowledge and skills of its people, to stay abreast of the latest technological
development and management practices.
Nerolac Paints provide quality products and better services for the consumers compare to
other company’s products.
The products of Nerolac Paints are much more durable than the products of other
companies for example the interior emulsion namely Impressions 24 carat is providing
more satisfaction to the customers than any other product. Moreover the exterior
emulsion namely Excel total is doing very well in the market.
WEAKNESSES: -
Promotional activities in the institutions like nursing homes/hospitals, hotels and schools
are not up to the mark. The approach in these areas is weak.
The advertisement portion of Nerolac Paints is not so much as it is expected in the Paint
industry to stay in the competitive market.
More emphasis is given to the large institutions and the small institutions are neglected.
Inability to provide the samples which the large hotels and nursing homes asked for.
The dealers are not willing to support the company as the revenue from the institutions
comes after the work has been completed.
It has a high entry barrier in the form of distribution network and product branding.
OPPORTUNITIES:-
India has one of the lowest per capita consumption of paints in the world. There is
therefore a great growth potential.
In the recent past, the growth in the paint industry has tended to be higher than the growth
rate of the overall economy.
Rourkela Institute of Management Studies, Rourkela 59
The Company enjoys a wide geographical spread in terms of manufacturing facilities as
well as dealer network and is well poised to fulfill growth potential.
The demand pattern of paints is dependent on economic growth of the country and
Government spending on infrastructure development.
With signs of economic recovery and the Government's policy to spend more on
infrastructure development, the future of the paint industry looks bright.
The Government thrust on encouraging housing activity, the centers of housing activity is
likely to shift more towards rural areas.
The industrial segment will grow due to lower grace and fast growth in major user
industries like Consumer durables and automobiles.
THREATS:-
Paint is highly raw material intensive, both indigenous and imported raw materials, which
are subject to frequent price fluctuations.
Prices of a number of raw materials, for example, Titanium Dioxide and petroleum
products, principal ingredients in paints, are determined by world demand and supply for
the materials.
• Depot in Ranchi is very much essential for the growth of KNP in this city.
• Company must explore the interior areas and try to make new dealers over there.
• Company must keep regular monitoring on the dealers and supply, which may retain the
availability and continuity.
• Company must provide a gift or bonus to the dealers, painters and the contractors.
• Company must distribute a gift and schemes through a proper channel.
• Company must organize dealer’s and painters meet from time to time so that they can be
made aware of the new products (if any) which is going to be launched in the market.
• Sales Supervisor should have good interaction with the dealers which results in increase
in sales.
• Executive should take the feedback from the dealers about the service of the Sales
Supervisor and the dealers.
• Company must provide better services and try to attend the suggestions and complaints
by the retailers, dealers, painters etc.
• Company must provide general information about product and price in the market.
• Company must provide a service for the expired products.
• Company must improve its packaging and storing process.
• Company must provide or make avail products according to the demand.
• Company must provide support materials through a proper channel.
• Company is required to keep an eye on dealers and going through to their problems.
• Company must encourage the high selling counters by providing incentives and other
extra benefits.
• The sales supervisor must visit the institutions on a regular basis especially in the
seasonal time.
• The company must promote its products through continuous advertisement by the means
of different media. The advertisement should come not only in the seasons but also
during the off-season.
LIMITATIONS
Rourkela Institute of Management Studies, Rourkela 62
Every project has some limitation. This project is no longer exception. I had faced a number of
problems during the project work. Following are the limitations of the study:
1. Duration of study is limited for intensive study i.e. one and a half month’s time is not
sufficient to cover the various aspects in the study.
2. Mostly stress was given on primary data as it was difficult to collect secondary data from
organization and dealers.
3. During survey I found some people refused to answer the questions because they had no
interest in such sort of work. Some people got annoyed when I asked them their date of
birth and marriage anniversary.
4. During the visit to the Dealer it sometimes happens that the concerned person is not
available so the clear information does not come out.
5. The finding of the survey will be strictly based on the response of the consumers, retailers
and distributors since it is difficult to ascertain the authenticity of their statement.
CONCLUSION
BIBLIOGRAPHY
Rourkela Institute of Management Studies, Rourkela 65
Sites Visited:
www.nerolac.com
www.indiahousing.com
www.virtusglobal.com
www.asianpaints.com
www.paintindia.com
Books:
1. Kotler, Philip. Marketing Management, Prentice-Hall of India Pvt. Ltd., 10th Edition,
New Delhi: 2003.
2. Kothari, C.R. Research Methodology, Methods and Techniques, New age International
Publishers, New Delhi: 2004
QUESTIONNAIRE
I KUMAR ADITYA and KUMAR ADITYA, student of a 3rd trimester M.B.A. of “Rourkela
Institute Of Management Studies” Which is Under Biju Patanik University of Technology” Is
under taking a Dissertation on the Topic “Study of Paint industry in the city of Ranchi”. I
would be grateful to you if you could spare sometime from your busy schedule and fill up the
questionnaire. I assure you that whatever information you provide will be kept confidential and
will be used for academic purpose.
Personal detail:
Place : ________________________________________
Q3.Why?
Q4.You mainly keep your stock according to demand of customer or making more
profit is the motive?
1.Yes 2.No