MENTORSHIP REPORT ON

“Segmentation, Targeting, Positioning and strategies

adopted in CRM at Asian Paints.”

“Submitted in the Partial Fulfilment for the Requirement of Post

Graduate Diploma in Management”

(PGDM)

Submitted To: Submitted By :

Mr. Gyassudin (External Mentor) Name : Darvesh Singh Bedi

Territory Sales Officer, Asian Paints Roll.No : 12/PGDMA/KJ/2019

Batch : 2019-2021

Ms. Barkha Narang (Internal Mentor)

Assistant Professor

Jims, Delhi

Jagannath International Management School

Kalkaji, New Delhi

1
 DECLARATION

This is to certify that I Darvesh Singh Bedi had completed the Project titled
“Segmentation, Targeting, Positioning and strategies adopted in CRM at
Asian Paints under the guidance of external mentor Mr.Gyasuddin,
Territory Sales Manager, Asian Paints and internal mentor Ms. Barkha
Narang in the partial fulfilment of the requirement for the award of degree of
PGDM from JIMS, Kalkaji, New Delhi.

Kalkaji, New Delhi DARVESH SINGH BEDI

2
 CERTIFICATE FROM GUIDE

This is to certify that the project work entitled “Segmentation, Targeting, Positioning
and strategies adopted in CRM at Asian Paints” by Darvesh Singh Bedi in partial
fulfilment of the requirement for the award of the degree of Post Graduate Diploma In
Management (PGDM), is a project bonafide work carried out by him under my
supervision. The project fulfils the requirement as per the regulations of the Institute and
in my opinion meets the necessary standards for submission. The contents of this report
have not been submitted and will not be submitted either in part or in full, for the award
of any other degree or diploma in this Institute or any other Institute or University.

Mr. Gyasuddin

Territory Sales Officer

Asian Paints

3
 CERTIFICATE FROM INTERNAL MENTOR

Certified that mentorship report titled “Segmentation, Targeting, Positioning and

strategies adopted in CRM at Asian Paints” prepared in partial fulfilment of the
requirements of MBA degree of Jagannath International Management School, Kalkaji
was carried out by Mr. Darvesh Singh Bedi,under the guidance of Ms. Barkha
Narang, Assistant Professor, Jims Kalkaji.This report has not been submitted to any
other university or institution for the award of any degree/diploma/ certificate.

Ms. Barkha Narang

Assistant Professor

Jims Kalkaji, Delhi

4
 TABLE OF CONTENTS

S.No. TOPIC PAGE No.

1. Declaration 2

2. Certificate 3-4

3. Acknowledgement 6

4. Executive 7
Summary

5. Introduction to the 8
Topic

6. Company Profile 10

7. Research 43
methodology

8. Data analysis 49

9. Findings 64

10. Appendices 68

5
 ACKNOWLEDGEMENT

With immense pleasure I would like to present this project report for Mentorship. I take
the opportunity to express my gratitude to all of them who in some or the other way
helped me to accomplish this project. The study cannot be successful without your
guidance, inspiration and co-operation.

I would like to pay my sincere thanks to Director sir Dr. J. K. Batra who gave me an
opportunity to accomplish this mentorship project.

I would like to thank with deep sense of gratitude to Ms. Barkha Narang (Assistant
Professor,Jims Kalkaji ) to shape our understanding towards the project. It was due to
her immense support that this project has been duly completed.

I would also like to thank Mr. Gyassudin (Territory sales officer, Asian Paints) who in
spite of busy schedule has co-operated with me continuously and indeed, his valuable
contribution and guidance has been certainly indispensable for my project work.

Last but not the least I am thankful to family and friends for helping me to complete this
project on time.

This project would not have been successful without their support.

Darvesh Singh Bedi PGDM – A

Jims, Kalkaji

6
 EXECUTIVE SUMMARY

This project report is an effort to analyze the SEGMENTATION, TAREGETING,

POSITIONING AND STRATEGIES adopted in Customer Relationship Management at
Asian Paints.

There is a company profile of Asian Paints Ltd.

 Research objectives have been listed.

 Introduction about the company and strategies is given.
 The research methodology, i.e. the sample unit, sample size,
sample frame,
 Sample population, sampling procedure are mentioned in
the project.
 Primary data has been collected, analyzed and concluded.
 Data is analyzed and concluded.

In the end, project is completed with conclusion.

Suggestions and recommendations are given based on the overall

analysis.

7
 CHAPTER I
INTRODUCTION TO THE
TOPIC

8
 INTRODUCTION

Asian Paints is India’s largest paint company and Asias third largest paint company,
with a turnover over 77 billion. The group has an enviable reputation in the corporate
world for professionalism, fast track growth, and building shareholder equity. Asian
Paints operates in 17 countries and has 23 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 Limited, Apco Coatings,
CIB Paints and Taubmans.The company was incorporated in the year 192 in India.
Asian Paints have extensively computarized its operation in India using the cutting edge
solution provided by SAP and i2. Decorative paints include wall finishes for interior and
exterior use, enamels, wood finishes and ancillary products, such as primers and
putties. Industrial coatings comprise high performance coatings, powder coatings and
auto refinish coatings. The automotive coatings segments are catered to by the joint
venture Asian PPG Industries Ltd. The automotive also has chemicals businesses
consisting of phthalic anhydride and pentaerythritol manufactured at Ankleshwar,
Gujarat and Cuddalore, Tamil Nadu,respectively.

The company has discontinued production of Phthalic Anhydride from end of July 2017.

In the Home Improvement and Décor category, the company is present in the Kitchen
and Bath fittings space and offers various products under Sleek and Ess Ess brand
respectively.

9
 CHAPTER 2
COMPANY PROFILE

10
 Asian Paints is India's largest paint company in India and Asia's third
largest paint company with a turnover of Rs54.63 billion. The company
operates in 20 countries and has 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 Limited, Apco Coatings, CIB Paints and
Taubmans.Forbes Global magazine USA ranked Asian Paints among the
200 Best Small Companies in the World for 2002 and 2003 and presented
the 'Best under a Billion' award, to the company. The present MD & CEO of
the company is P.M. Murty.

Asian Paints Limited is an Indian multinational paint company

headquartered in Mumbai, Maharashtra. The company is engaged in the
business of manufacturing, selling and distribution of paints, coatings,
products related to home decor, bath fittings and providing of related
services. Asian Paints is India's largest and Asia's third largest paints
corporation. As of 2015, it has the largest market share with 54.1% in the
Indian paint industry. Asian Paints is the holding company of Berger
International.

11
In 1950s, the company launched a "washable distemper” which was a
balance between the cheap dry distemper that peeled easily and the more
expensive plastic emulsions. Promoting their brand Tractor Distemper, the
company used "Don't lose your temper, use Tractor Distemper" in their
advertisings. He was used only in print advertisements and packaging till
1970s and by 1990s was also seen on television advertisements. Gattu
helped in bringing the commodity-led business of painters to the actual end
users of home-owners.Ogilvy and Mather, the advertising agency
associated with Asian Paints, launched marketing strategy by focusing on
festive occasions in 1980s with their tag line "Har Ghar Kucch Kehta Hai"
Relating with festivals and important life events like marriages and child
birth, the company advertised it as an occasion to paint homes by
connecting on emotional level. In 1990s, the advertisements focused on the
home exteriors focusing on how the paints could keep the exteriors
timeless.

Asian Paints along with its subsidiaries have operations in 15 countries

across the world with 26 paint manufacturing facilities, servicing consumers
in over 65 countries,

Country Manufacturing
Countries Location/Operating Brand
No. Plants

South Asia

12
1 India 10 Ankleshwar & Sarigam (Gujarat),
Patancheru (Telangana), Kasna (Uttar
Pradesh), Sriperumbudur (Tamil Nadu),
Rohtak (Haryana), Khandala & Taloja
(Maharashtra), Mysuru (Karnataka),
Visakhapatam (Andhra Pradesh)

2 SriLanka 2 Asian Paints (1) , Causeway (1)

3 Nepal 2 Asian Paints

4 Bangladesh 1 Asian Paints

South East Asia

5 Indonesia 1 Asian Paints

South Pacific

6 Tonga Apco Coatings

7 Fiji 1 Apco Coatings & Taubmans

8 Samoa 1 Taubmans
Islands

13
9 Vanuatu Apco Coatings

10 Solomon Apco Coatings

Islands

Middle East

11 Oman 1 Asian Paints Berger

12 Bahrain 1 Asian Paints Berger

13 Dubai 1 Asian Paints Berger

14 Egypt 2 SCIB Paints

Africa

15 Ethiopia 3 Kadisco Asian Paints

Total 26

FIG 1

14
 Organisational Structure of Asian Paints

CEO

Financial Business
GM Operations
Controller Manager

Business
Supplier side Works Works Regional Marketing
Logistics
manager Manager site A Manager site B Manager Manager
Manager

Regional
Purchase Planning Demand
Imports Logistics
Manager Manager Planner
Manager

Fig 2

Asian Paints uses the mix of demographic geographic and psychological segmentation
variables such as age, income group, geographic region, attitude, behavior and many
others to segment the market in a group of similar attributes.

Differentiating targeting strategy is used by the company as to cater to the changing

needs of the different segment of customers.

15
Marketing Mix of Asian Paints.

Products in the Marketing mix of Asian Paints

Asian Paints manufactures as well as markets decorative and industrial coatings and it
provides solutions and services for home paintings. All the products of Asian Paints are
of acrylic type with properties such as washable, long-lasting, leak proof and sunlight
protected. Some of the main products of the company are as follows

Industrial coatings- Industrial coatings have a moderate growth rate than decorative
coating, led by the growth in automotive original equipment sector, powder coatings &
protective coatings. Industrial coatings are classified into automotive & non-automotive
coatings are classified into automotive & non-automotive coatings. While Asian paints
Industrial coating Ltd. (APICL) services the powder coating segment, Asian paints Ltd.
caters to be remaining non-auto industrial coatings segments.

Decorative paints - Decorative paints account covers almost 75% of the overall paint
market in India. In this segment Asian paint has been a leader for almost four decades.
Decorative paints include wall finishes, for interior & exterior uses, examples, wood
finishes & ancillary products such as primers, putties, etc.

Automotive Coating - The actual look and feel of a vehicle undergoes a sea of change
over time. The paint on a vehicle loses gloss, is subjected to a lot of wear and tear and
hence starts deteriorating. Asian Paints is not having a very good market share in this
segment.

Ancillaries include wood primer, exterior wall putty, wall primer and acrylic wall putty.

Asian paints Royale – An interesting offering by Asian paints where they decorate your
house with colors and Asian paints direct painters are involved in the process.

Asian Paints has been in the market of automotive paints. It is a joint venture with
another company called PPG industries under the name PPG Asian Paints. The
products include the manufacturing of plastic coatings and body coatings.

16
Fig 3

17
 Fig 4

Place in the Marketing mix of Asian paints

Asian Paints has spread its operations across the globe in at least seventeen countries.
In every country, it has set up manufacturing facilities and in eleven out of the
seventeen, it has become the number one paint manufacturer.

The operations of Asian Paints are held through a network of five regions worldwide via,
Caribbean region, Middle East region, South Pacific region, South-East Asia and South
Asia. A massive research and development center has been opened in India.

The company has a manpower that is dedicated and well-organized and it enables the
company to harness all the available information and technology solutions in order to
increase the operations efficiently.

18
At first, it focused in the semi-urban and rural areas and later on the urban areas. After
entering the retail market, it initiated an open-door policy for the dealers and started a
nationwide marketing and distribution. It has 6 manufacturing locations and 70 sales
branches, 15,000 dealers and numerous warehouses. This intricate network along with
sales managers, the executives and the sales team handle all steps of manufacturing
and distribution.

Price in the Marketing mix of Asian paints

In order to implement a balanced pricing policy Asian Paints has been keeping a close
watch on the markets. The pricing decisions lean heavily on raw materials, petro-
products, taxes, excise duty and various other factors. Even the increase or decrease in
the competitor’s prices affects a brand heavily. That is why constant watch and
periodical evaluation of its pricing strategy has become necessary for a high-profile
company like Asian Paints.

Asian Paints has kept a very flexible pricing policy. It has created various sub brands for
the various sections of the society. All the products are of very fine quality with some
ad-on features with them. The strategy has been kept of value based pricing policy
with prices going up and down as per market situation.

Promotions in the Marketing mix of Asian paints

The mascot for Asian Paints is Gattu and the cartoonist R.K Laxman created it in the
year 1954. Gattu, who had an endearing appearance with his hair locks dangling over
his right eye, became a very popular figure. After reigning for more than four decades, it
was phased out in a rebranding initiative in the year 2002.

Even the logo was changed to display an upmarket and contemporary look that denoted
technology and sophistication. All the promotional activities of Asian Paints are based
on the fact that the company is all about the family and its members along with their
homes, which are a reflection of each other.

19
SWOT Analysis of Asian paints

Asian paints was founded in 1942 and is engaged in the business of manufacturing,
selling and distribution of paints, coatings etc. Asian Paints clocked a turnover of Rs
15,852 crores in 2016 and are the largest paint company in India. The company has
operations in over 19 countries with services available in over 65 countries. Asian
Paints is a holding company of Berger International. Indian Paints Industry is estimated
to be at Rs 406 bn of which organised sector accounts for about 65 % i.e. Rs 264 bn.

Market Share:

Asian Paints is the leading Paint manufacturing company in India with a market share of
over 54 percent.

Fig 4

20
Strengths in the SWOT Analysis of Asian paints :

Strong Growth: Asian Paints has shown a healthy growth of around 8 – 12 % in the
past 5 financial years. This has made sure that the company maintains the top spot as
far as market share is concerned. It is double the size of any other paint company in
India.

Strong Global Presence: Asian Paints has a wide footprint on a globe operating in 19
countries and have 26 manufacturing units around the world. Asian Paints serves in
over 65 countries and is the fourth largest paints company in Asia.

Marketing campaigns – Asian paints has always had good marketing campaigns. It
has continued its association with Saif Ali khan over the years and had also roped in
Soha ali khan for a beautiful campaign. From time to time it has roped in other
personalities for ads but Saif Ali khan has been a constant. Recently, Deepika
padukone has been chosen as their brand ambassador for Asian paints Royale play.

21
Their brand mascot – GATTU is very famous too and is one of the most popular brand
mascots of India.

Asian paints royale play – The Royale play was an amazing and breakthrough
concept launched in the market by Asian paints wherein painters from the company
themselves will paint your house using unique designs and colours. These painters
were specially trained and consumers relied on them because they came from the
house of Asian paints. Deepika Padukone is the brand Ambassador for the sub brand.

Weaknesses in the SWOT Analysis of Asian paints:

 Low Market Share in Industrial and Auto Paint: Asian paints has a low market
share in the industrial paint (about 15 percent) and auto sector (about 20
percent) when compared to Nerolac and AkzoNobel.

 Slow International Business: Except for Bangladesh, Nepal and UAE, Asian
Paints have been performing below par in other overseas countries.

22
Opportunities in the SWOT Analysis of Asian paints:

 Growth in Industrial Sector: It has a chance to acquire market share in the

Industrial as well as automobile sector as well considering the current market
situations.

 Growing Indian Economy: With growth in Indian Economy and developing

infrastructure, Asian Paints has a chance to increase revenue base and venture
into smaller cities, to increase sales.

Threats in the SWOT Analysis of Asian paints:

 Emerging Nations: Asian Paints’ vision is to become one of the top five
decorative coatings companies in the world. This can be achieved by focusing on
the emerging economies of the world.
 The threat of Slowdown: Any Economic slowdown will have a direct negative
impact on the construction industry and consequently paint industry will also get
affected.

 Unorganised sector: The unorganised sector still has about 35 percent of the
market share and this can prove out to be a deterrent to the growth of the
industry.
 The scarcity of Raw materials: The raw materials required in the Paint industry
control the pricing of paint and scarcity can cause a jump in the prices, which can
be a threat for the Paint Industry

23
Customer Analysis

Asian paints with its natural competitive advantage of size, Strong brand euity and
largest distribution network has acquired the number one position in decorative segment
in India.

There are few reasons due to which the customers in the decorative segment has been
choosing Asian Paints as their brand :-

1. As we know brand name has its own value and Asian paint is the number one in
decorative segment, so purchaser automatically leans in purchasing it.
2. Company have provided with different varieties of product for different income groups.
3. In India frequency of painting has still not increased, which is once is 5 years only. So
consumers are normally changing over to the better quantity and branded paints.
4. In 2001, Asian paint launched a new product “Tractor Emulson”, Which pulled the
customer who used distemper to move to emulsion paints.

Accessibility of Asian paints to the customers

Asian paints have started a 24 hours customer help centre at Hyderabad. It is

information to consumers to answer their needs for any very related, to their products.
Thought this company is also getting a lot of data related to the customers need and
appreciations of the products.

In order to provide better consumer service, company has connected all colour world
installations with Asian Paints main system through software and providing computers
to dealers. This is speeding up order execution, electronic banking will speed up
recovery and money transfer.

24
Market Share Analysis

The market share clearly shows that Asian paint is the leader in Indian paint industry.
The nearest competitors of Asian paints are Nerolac & Berger paints. Asian paints has
the largest sells in Decorative paints.

Nerolac paints being widely used in Industry it has a greater share price value.
Industries like Bajajauto limited, Maruti Udyog and many other car manufacturing
companies use Nerolac paints.The industrial paints are priced with premium in
comparison to the decorative paint which is mainly used in house hold decoration.

Berger paints & ICI paints are also providing a shift competition to Asian Paints in
decorative paint, but there is no sign of threat from them.

Again in the industrial sector Nerolac paint is far ahead of all its competitors. Asian paint
presently building up a new manufacturing unit solely to produce Industrial paint.

Sales and Marketing structure of Asian Paints. Asian paints annually spends on an
average Rs 325 Cr on its selling and marketing expenses. It gives us an idea about the
effort the company put on expanding its market in all segments.

25
When customers buy the product of asian paints – As the customers normally uses the
products of asian paints on certain occasions like :- Marriage ceremony, Diwali or any
other special occasions, other than normal paint in the houses, customers are very
choosy and brand specific. This appreciation by the customers helped Asian paints to
become the number one paint company in India.

Marketing Strategy of Asian Paints

 Company is using different techniques such as advertising Campaign, sales

promotion, personal selling, direct marketing and public relation to increase
sales.

 A total amount of 85 crore is spent on the ad campaign by asian paint. Their

particular ad campaign ‘Mera Walla Blue” “har ghar kuch kehta hai” are being
liked by the customer.

 Online marketing for urban customer: Asian paint online marketing system is
helping. The company in lot of ways, providing all the necessary information to
the customer. It is an unique way of promotion.

Strategy Alternatives

The prospect of a paint company has many dependence like weather, occasion like
puja, eid etc. When we consider the decorative segments there is always possibility of
ups & downs in the business. Besides this there is another very important factor i.e the
position of the competitors. Thought Asian paints is the largest paint company still under
circumstances it will have to go for some strategy alternatives.

26
 1. As Asian paints market is mainly the decorative segment so a downfall in the market will
lead the company in trouble them it immediate focus will turn to the industrial segment.
2. Importance on water based paints may recover a poor situation created due to sustain
poor weather condition in some region.
3. As there is every possibility that conventional coatings are likely to lose some share –
ecofriendly coasting is going to be very good alternatives.
4. With all countries in Southeast Asia beginning to adhere to the Asian free trade area
(AFTA) that will reduce trade barriers for paints & coatings. A reduce in domestic market
share of Asian paints will not be a constant for growth, become export of paints to the
foreign countries will contribute a lot.
5. Increasing the product package & application oriented service will make company
different from others.
6. A strong post sales service division will be an important factor in building customer
loyalty.
7. Tie up with automobile sector with strong appearance will be effective.

Lastly but not the least price of oil is increasing day by day, which results to increase the
price of paints. If this can be controlled by stocking oil or directly linking up with foreign
cheap refineries so as to get oil at least available price.

27
 Fig 5

At Asian Paints – Sales & Marketing, these are more than just words, but the essence
of each day at work and each evening of celebration. Every individual is encouraged
and enabled to live by these values throughout their careers here, right from your very
first moment.

28
Customer Segmentation, Targeting& Positioning

Customer segmentation is the most important part of marketing strategy of any

company. Asian paints, the market leader in the Indian paint market segmented their
products mainly in three sectors. (1) Decorative (2) Industrial (3) Automotive. Their
customers are also segmented based on the usage of these products.

Fig 5.1

29
Asian paints have a unique customer targeting strategy. They used to follow V tier
customer – Target strategy.

Tier 1 - In the recipient end there are strategic solution seekers. Company thinks of cost
reductions, performance & productivity improvements for client’s improving customers
and share holders profitability.

Tier 2 – Here the customers who can be considered as the value or brand sensitive.
Asian paints target this customers with value added VDS integration customer level
service.

Tier 3 – These part of the consumer are price sensitive. They are least bothered about
the service. These are mainly middle or low income group people. Asian paints have
several brand like UTSAV – to serve them.

Tier 4 – Here the company targets the small manufacturing & local companies, which
can generate revenue, company utilize its business and telesales technology to address
& safety their needs.

30
Tier 5 – This tier is composed of specific targeted companies that although small in size,
deserve special attention because they are highly innovative in nature. Asian paints
have a good prospect over here.

Positioning Strategy of Asian Paints Limited

Although operating in commodity market. Asian paints have invested heavily in

branding, GATTU, the Asian paints official Mascot is a familiar icon across India. The
company recently augmented their web pressure. Their website, Asian paints.com is an
exhaustive hub of ‘Painting solutions’. The site use maximum interactivity to enhance
user experience. There are painting lips, online shades cards, cost calculation, dealer
locator and a short of other innovative services. From the perceptual map we can
understand that Asian paints, have wider range of products for all type of customers
consisting of different income levels. It has a product range from Royal Emulsion, priced
250-400 which is targeted for up market buyers. Hpcolilen is a product which is targeted
for high income and upper middle class people. For lowers income group it has UTSAV,
TRACTOR EMULSION which priced vary from 40 – 100 rupees. These products are
mainly targeted to rural customers.

In Industrial segment companies position is relatively weak here Nerolac paints capture
more than 50% market share. In the segment Asian paints have products like Apcomin
synthetic enamel which is used for industrial coating, and Apco synthetic power which is
used automobile sector. In this segment also Asian paints faced stiff competition from
Berger and ICI Paints. Bajaj automobiles is the main customer of Asian paint in
automotive sector.

31
 POSITIONING STRATEGY OF ASIAN PAINTS

PREMIUM
PRICE

ROYALE
APCOMIN APEX
APCOLITE
SYNTHETIC
APCO
ENAMEL
POWDER

INDUSTRIAL DECORATIVE

PAINTS PAINTS

UTSAV
TRACTOR
EMULSION

LOWPRICE

Fig5.3
LOW PRICE

32
Role of CRM in Asian Paints

Key Challenges :-

A Fresh Approach to the Customer Experience

In 2001 Asian Paints executives realized that the firm’s long term growth depended on
their ability to forge ever-closer ties to the end consumer. At the same time, the Asian
Paints help line had received calls from these consumers expressing a need for a more
complete solution to their home painting needs – and Asian Paints learned that they had
demanding expectations when it came to service and overall project execution. But
because the company sold its products through a network of dealers, it lacked visibility
into the entire painting process and the needs of the homeowner. This situation
prompted Asian Paints Executives to explore ways to establish a more direct link to the
end customer.

Launching a Service Brand

With this in mind, Asian Paints made the decision to move from a strictly product-based
manufacturing business to a services model. With the launch of Asian Paints Home
Solutions, the firm would build a “service brand” by offering value-added services
ranging from in-person color recommendations to feng shui consultations.. The goal
was to deliver an Asian Paints “signature look” through the use of specific color
combinations and themes.To achieve this goal, Asian Paints needed a scalable
customer relationship management (CRM) system that could map the major business

33
processes of Asian Paints Home Solutions and provide visibility into all customer
interactions. First, it required state-of-the-art call center capabilities that would include
activity management for customer calls and activity scheduling, as well as a lead
management system that could prioritize and route leads for proper handling.

Developing a customized Solution

Standardizing the sales delivery processes and establishing financial controls would
necessitate developing a custom solution. This solution required a secure Web interface
enabling leads from the help line to be forwarded to a home solutions service provider
for handling. This service provider might be an independent home painting firm or
interior designer, for example, in the Asian Paints network.

The home solutions provider is responsible for using the system to perform all major
tasks associated with a job: schedule appointments, record completion of site surveys,
submit job estimates, order paints through Asian Paints dealers, record progress of
jobs, invoice customers, and conduct customer satisfaction surveys. The new solution
would allow both the provider and Asian Paints Home Solutions to view all customer
interactions and financial information in real time. This same system would also provide
updates on the status of marketing rewards programs.

In addition, robust reporting functionality was required to generate a variety of sales,

lead, and activity analysis reports. This functionality would also be used to tabulate
results of the customer surveys submitted at the completion of a job.

34
THE CUSTOMER EXPERIENCE GETS ANEW LOOK WITH SAP CRM

When the time came to select a new system, Asian Paints studied the functionality of
the most recent release of the SAP Customer Relationship Management (SAP CRM)
application very carefully. The company was already using SAP solutions and had
implemented SAP CRM in its existing call centres. Asian paints determined that SAP
CRM best met its criteria and opted to build on existing infrastructure. The custom
solution was a separate project that would require integration with the basic CRM
system. After considering other options, Asian Paints decided on the SAP NetWeaver®
platform. The Web Dynpro development environment allowed for rapid application
development as well as custom development of the user interface. And it would
integrate seamlessly with SAP CRM. The architecture called for the new solution,
branded “project Tantra,” to retain the lead and opportunity management functionality of
SAP CRM. Then, all process associated with sales delivery would be implemented
through the custom solution. Integration with the SAP NetWeaver Business Intelligence
(SAP NetWeaver BI) component was also a critical factor. Data from both SAP CRM
and the custom solution would be uploaded to SAP NetWeaver BI to generate various
reports.

Implementation Process

In launching its new service business, Asian Paints’s key objective was to
deepen its ties to the end consumer.As a result, the CRM system needed to offer
visibility into all customer interactions and financial transactions. At the same
time, this system would standardize business processes at each stage of a
painting job. Thanks to the implementation of SAP CRM and the custom solution,
processes were optimized in the following areas :-

35
1) Financial controls
There is now greater transparency into all financial transactions from billing and
collections to contractor–dealer payments.

2) Sales delivery
Asian Paints standardized the sales delivery processes to be followed by each provider.
Since the sales delivery process can be lengthy, the system allows Asian Paints to
monitor the quality of service its customers receive from the start of a project to its
completion.
3) Customer data management
Asian Paints now has one centralized system for managing all customer data, which
provides greater visibility into customer needs and is now available for use in campaign
management and in the development of predictability models, among other activities.
And because this data is available in real time, reports can be generated
instantaneously.

36
 Customer Asian Paints
Lead Details Interaction Home
Center SOA, and so on Reports Solutions
Business
Team

SAP CRM SAP

NetWeaver BI

SAP NetWeaver Platform

Web-Based System

Via Internet

Relationship Applicator Sales

Associate Associate

37
Close collaboration between Asian Paints and SAP resulted in adherence to tight
schedules. The SAP Customer Competence Center location in Singapore developed
prototype scenarios specific to Asian Paints, and SAP Labs made valuable contributions
to the design and configuration of the custom solution.

Business Process Transformation and Value Realized

Moving Asian Paints closer to Customers

Asian Paints has made clear gains in achieving its long-term goals, as follows.

Faster customer acquisition

The new online system for forwarding and following up on leads improved overall

response times and reduced the time required to acquire new customers.

Revenue
In the four years since the implementation went live, 17,500 persons registered for
Asian Paints Home Solutions consultations, and of these, 5,000 signed up for painting
jobs. Targeted revenue for the period 2006 –2007 is US$8 million to $10 million, and the
company crossed the 30,000 mark in cumulative number of customers.

Optimized visibility into customer needs

The new solution gives Asian Paints greater visibility into all customer interactions. As a
result, the company has gained a deeper understanding of the needs of its end
customers and has tailored its service business to meet these needs.

Scalability
This new solution can accommodate Asian Paints continued growth well into the future.
In fact, Asian Paints doubled the number of cities covered without modifications to the
CRM system.

38
Optimizing Critical Processes

The implementation of SAP CRM enabled Asian Paints to establish a direct link to its
end customers and to meet customers’ need for a home painting service. The following
table illustrates the processes that changed as a result of this implementation and the
impact of these changes.

Processes Problems After SAP Impact

Area Software

Financial Inability to monitor Ordering and Accounting transparency

Controls financial transactions accounting system Optimized financial

between providers and used by all process controls Improved
customers data transparency.
providers
or between providers
and
Visibility into all
contractors
financial
transactions
between

providers and
customers,

and between
providers and

contractors

39
Sales delivery Lack of consistent The same sales Improved customer
sales delivery
satisfaction
delivery processes processes used by
Reduced time required to
from all
service customers
lead and opportunity providers
Created a direct channel
management to job Improved visibility
to
into all
estimating and
customer
scheduling customer
interactions Increased employee
Lack of visibility into
Productivity
customer interactions

Customer data Inability to collect and Centralized data Improved customer

management service
manage customer data management
capabilities Improved customer
Inability to identify
changing Improved visibility acquisition and retention
into
customer needs
customer needs

Ability to profile
customers

40
Future Road Map

. Asian paints is growing rapidly throughout the world. In international market company
is planning to introduce new & attractive products through its subsidiaries, like Berger,
Apco coating etc. In domestic market company will concentrate on development of new
products/ product systems. With improved supply chain management. Through its
implementation of SAP CRM, Asian Paints has established a direct link to its end
customers, and put in place processes to ensure that their high expectations will be
met. In an effort to realize an even greater return on its IT investment, Asian Paints
used its SAP CRM infrastructure to develop an e-recruitment platform. This platform
allows employment agencies to review openings and upload job candidate information,
reducing the time required to fill open positions.

In the future, Asian Paints plans to leverage its SAP CRM investment in the following
areas:
Campaign management
With improved customer intelligence, Asian Paints now plans targeted campaigns to its
customers.
New market segments
Asian Paints plans to extend its CRM initiative to indirect customer influencers such as
architects and interior designers.
Complaint-handling system
Asian Paints plans to develop a formal complaint-handling system to tackle customer
problems with both service and paint. By having selected a scalable system such as
SAP CRM, Asian Paints has laid the foundation for its long-term growth.

41
Learning

Asian paints have increased the capacity by setting up a plant in Rohtak Haryana. No
other company has planned to increase its capacity; this has given Asian paints a
competitive advantage in terms of pricing. It has widest product range in terms of
products, shades , pack sizes and their pricing strategy is oriented to middle and lower
end consumers. Asian Paints is a market leader with more than 50% market share.
SAP CRM enabled Asian Paints to build a service brand through Asian Paints Home
Solutions. With its scalable CRM infrastructure, Asian Paints is poised to continue its
expansion into the services market.

Competitor Analysis

Nerolac paints being widely used in Industry it has a greater share price value.
Industries like Bajaj auto limited, Maruti Udyog and many other car manufacturing
companies use Nerolac paints. The industrial paints are priced with premium in
comparison to the decorative paint which is mainly used in house hold decoration.

Berger paints & ICI paints are also providing a shift competition to Asian Paints in
decorative paint, but there is no sign of threat from them.

Again in the industrial sector Nerolac paint is far ahead of all its competitors. Asian paint
presently building up a new manufacturing unit solely to produce Industrial paint.

Sales and Marketing structure of Asian Paints. Asian paints annually spends on an
average Rs 325 Cr on its selling and marketing expenses. It gives us an idea about the
effort the company put on expanding its market in all segments.

When customers buy the product of asian paints – As the customers normally uses the
products of asian paints on certain occasions like :- Marriage ceremony, Diwali or any
other special occasions, other than normal paint in the houses, customers are very
choosy and brand specific. This appreciation by the customers helped Asian paints to
become the number one paint company in India.

42
 RESEARCH
METHODOLOGY

43
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve research problem. In it we study

the various steps that are generally adopted by researcher in studying his research
problem along with the logic behind them.

It is very crucial to know what techniques should be used to conduct the research. Also,
choosing the best channel and method of analyzing the required information is an
important step in marketing research.

RESEARCH OBJECTIVE

 To analyse the positioning of Asian Paints

 To analyse the Segmentation
 To analyse the Targeting areas of Asian Paints.
 To analyse the strategies used by Asian paints
 To study CRM of Asian paints.

AREA COVERED

Different locations within South Delhi

44
DATA COLLECTION :-

SAMPLE NO. OF
RESPONDENT

CONSUMER 50

PRIMARY DATA:-

The primary data are those data which are collected afresh and for the first time and
happen to be original in character. The primary data to be collected for the study are :-

 By interviewing to the Marketing people.

 By structured questionnaire.

SECONDARY DATA:-

Secondary data are those data have already been collected by someone else and
which already had been passed through the statistically process. The secondary data to
be collected fore the study are :-

 Annual reports of each news paper company.

 Newspapers, magazines, journals, books.
 By internet websites50

45
RESEARCH INSTRUMENTS

STRUCTURED QUESTIONNAIRE

A questionnaire consists of a number of questions printed or typed in a definite order or

setof forms. It is the set of questions presented to the respondents for their answer. In
mystudy I‘ll be used structured questionnaire because sequence or series are required
to askthe question to respondent.

DATA ANALYSIS

Data analysis refers to the computation of certain measures along with searching
forpatterns of relationship that exist along data groups, as the objective of study is
alreadydivided in to two main parts, thus the data analysis of collected data is primary
divide in totwo divisions as the field is completed and questionnaire have been received
the task is toprepare the Consumer Behaviour

RESEARCH DESIGN

In my study, Descriptive research design are used because it provides information in a

described manner which is relevant to a research project. in this research design the
objective of the study is clearly defined and have accurate method of measurement with
aclear cut definition.

SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. it
refers to the technique or the procedure adoptedIn selecting items for the sample. The
main constituents of the sampling design below- Sampling unit Sample size Sampling
procedures52

46
SAMPLING UNIT

A sampling framework i.e. developed for the target population that will be sampled i.e.
who is to be surveyed -Consumer behaviour

SAMPLE SIZE

It is the substantial portions of the target population that are sampled achieve reliable
results.

Sample size- 50

RANDOM SAMPLING

Random sampling is chosen for my study. Probability sampling is also is also known
as―Random sampling‖ or ―chance sampling‖. Under this sampling design, every item
of the universe has an equal chance of inclusion in the sample it is, so to say, a lottery
method in which individual units are picked up from the whole group not deliberately but
by some mechanical process. Here it is blind chance alone that determines whether one
item or the other is selected. The result obtained sampling can be assured in the terms
of probabilityi.e. we can measure the error of estimation or the significance of result
obtained from arandom sample, and this fact bring out the superiority of random
sampling design overthe deliberate sampling design.53

47
LIMITATION OF THE STUDY

- A limited sample size of 50 customers was considered because of time constraint

and certain limited boundaries. Research might not reflect the real target market
as the total sample size is comparatively less to represent the entire population.

- The income of the customers was not considered. As information of income is

not provided by customers. Hence the level of satisfaction and purchase utility
may vary due to this factor.

- This research is carried on random basis,the customers are from different

location of South Delhi areas. Hence the results of this research should not be
taken for one particular market place.

- This data is conducted at primary level therefore it might be subjected to bias.

- This research is carried by taking internet facility as well as direct contact with the
customers, but customers did not show keen interest while filling the
questionnaire

48
 CHAPTER-III

DATA ANALYSIS

49
 Data Analysis :-

1. What is the Brand Name of the paint you buy ?

PAINTS NO. OF RESPONDENT PERCENTAGE OF

RESPONDENTS

Asian paints 45 45%

Nerolac paints 25 25%

Berger paints 20 15%

Others 10 15%

PAINTS
50%
45%
45%
40%
35%
30%
25%
25%
PAINTS
20%
15%
15%
10%
10%
5%
0%
Asian paints Nerolac paints Berger paints Others

Figure 3.1

50
Interpretation

1. 45% consumers prefer Asian paint.

2. 25% of the consumers prefer Nerolac paint.
3. 15% consumers prefer Berger paint.
4. 15% consumers prefer other brands to paint.

2. Are you aware of all the brands of Paints ?

AWARNESS NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

Yes 55 55%

Cannot say 15 15%

No 30 30%

Awarness about the brands

60% 55%

50%

40%
30%
30%
Awarness about the brands
20% 15%

10%

0%
YES Cannot sat NO

Figure 3.2

51
Interpretation

1. 55% consumer are aware of all the brands

2. 15% consumers cannot determine about all the brands
3. 30% consumers are not aware of all the brands

3. What are your priorities while choosing Asian paint brand ?

ON THE BASIS OF- NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

Price 30 30%

Quality 43 43%

Availability 17% 17%

Ease to use 10 10%

Pritorites while choosing Asian Paint

50%
45% 43%
40%
35% 30%
30%
25% Pritorites while choosing
20% 17% Asian Paint
15% 10%
10%
5%
0%
Price Quality Availability Ease to Use

Figure 3.3

52
Interpretation

1. 30% of the consumers choose Asian paints on the basis of Price of the product.
2. 43% of the consumers choose by checking the Quality of Asian paints.
3. 17% of the consumers choose just by the availability.
4. 10% of the consumers use as it is easy to use.
5.

4. Customer Satisfaction Analysis of Asian paints

ATTRIBUTE QUESTION VERY SATISFIED DISSATISFIED VERY

NO. SATISFIED DISSATISFIED

Overall Q1 30% 40% 30% 10

satisfaction

Awarness Q2 50% 20% 10% 20

Known to Q3 50% 30% 20% 10

people

Quality level Q4 40% 30% 30% 20

53
 0.6
50% 50%
0.5
40% 40%
0.4 Question number
30% 30% 30% 30%30%
0.3 Very Satisfied
20% 20% Satisfied
0.2
Dissatisfied
10%
0.1

0
Overall satisfaction Awarness Known to people Quality level

Figure 3.4

Interpretation

Overall Satisfaction: The overall satisfaction rate is 60%and the total dissatisfaction
rate is 40%. The gap between the two 20%. This means the overall satisfaction rate is
20% more than the dissatisfaction rate. That shows improvement but not at the
sufficient rate.

Awarness: The total satisfaction is 30% and the total dissatisfaction is70% out of which
20% are very dissatisfied. The gap between the dissatisfaction and satisfaction is 40%.
That means the dissatisfaction level is 40% more that satisfaction level. This indicates
that the company need more improvement in this area of business activity.

Known to people: The total satisfaction of the customers is 70%and dissatisfaction

is30% .the satisfaction gap is 40%. It means the satisfaction rate is 40%more than the
dissatisfaction rate. This means the company‘s performance is better in this field. But
out of 30%,10% are very dissatisfied and 20%are dissatisfied. The company must find
the reasons for such a dissatisfaction for the totalsuccess.

54
Quality level: Here the total satisfaction level is 40% and the total dissatisfaction is60%
. Therefore the gap rate is20%. This means the dissatisfactionrate is 20% more than
satisfaction level.

5. Quality Satisfaction check Analysis

ATTRIBUTE QUESTION VERY SATISFIED DISSATISFIED VERY

NO. SATISFIED DISSATISFIED

Colour, Q1 20 30 40 10
Texture,
Smell, etc

Smooth wall Q2 10 60 10 20
surface

Quality Satisfaction

70
60
60
50
40
40
30
30
20 20
20
10 10 10
10
0
1 2 3 4

Colour, Texture, Smell, etc Q1 Smooth wall surface Q2

Figure 3.5

55
Interpretation

Colour, texture and smell: The total satisfaction level is 50% and the total
dissatisfaction is 50%. But out of the total rate of dissatisfied customers 40% are
dissatisfied and 30% satisfied. And therefore the gap between the former and the latter
is 40% - 30%= 10% . It means that the dissatisfaction rate is10% more than satisfaction
level.

Though the very satisfied customers are 20% who, are totally satisfied and have no
complains regarding this element.

Smooth wall surface: Total satisfaction level of the customers is 70% ,therefore 30%
totally dissatisfied . The gap between the two is 70% - 30% = 40%. This means that the
satisfaction level is 40% more than the dissatisfaction level. This shows 70% of the
customers agree that after using Asian Paints they get a smooth wall surface.

6.Experience of Poor Adhesion Faced by the Asian paint brand users

ATTRIBUTE QUESTION NO. YES NO

Adhesion Q3 60% 40%

Asian paints

40%

60%

1 2

Figure 3.6

56
Interpretation :- It is interpreted that Adhesion is faced by 60% of the respondents.

7.Blistering

ATTRIBUTE YES NO

Blistering 10% 90%

Blistering

10%

90%

1 2

Figure 3.6

Interpretation

From the above table, to my analysis, 10% of the respondents have experienced
blistering on their walls after using Asian Paints. While other 90% of them have no
complains for this factor.

57
8.Yellowing of wall while using Asian Paints

ATTRIBUTE YES NO

Yellowing 10% 90%

Yellowing

10%

90%

1 2

Figure 3.8

Interpretation

10% of them have experienced yellowing of the wall after using Asian Paints. While
90% of them have given a positive response. But the company must take find the
reasons for such yellowing of the walls.

58
9. Preference for Asian paints over other paints by the respondents

ATTRIBUTE YES NO

Asian paints 60% 40%

Asian paints

40%

60%

1 2

Figure 3.9

Interpretation

Form the above table, out of the 50 respondents, 60% of them are giving more
preference to the other paints company like NEROLAC Paints company. As they have
found satisfaction for a longer period of time in terms of paint quality as well as in price
level. While 40% of the respondents have preferred Asian Paints over other paints.
Therefore this shows an alarming situation for the company, where the company may
lose their existing customers.

59
10. How do you choose your paint while purchasing ?

ON THE BASIS OF :- NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS
Brand Name 30 30%
Retailers Advice 22 22%
Price 36 36%
Colour 10 10%
I don’t choose the paint 2 2%

NO. OF RESPONDENTS

5%
15%
40%

25%

15%

Asian Paints Nerolac Paints Berger paints ICI paints Other

Figure 3.10

Interpretation
30% of the respondents choose paint on the basis ofBrand name, 22% of the
respondents choose paint by taking retailer’s advice, 36% of the respondents choose
by checking the price of the paint, 10% choose the paints by viewing the colour.

60
11. What paint brand have you currentlyapplied on your house walls ?

ON THE BASIS OF :- NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

Asian Paints 40 40%

Nerolac Paints 15 15%
Berger paints 25 25%
ICI paints 15 15%
Other 5 5%

PERCENTAGE OF RESPONDENTS

5%
15%
40%

25%

15%

Asian Paints Nerolac Paints Berger paints ICI paints Other

Fig 3.12

Interpretation
From the above table, It is interpreted that 40% of the respondents use Asian paints,
15% of the respondents use Nerolac paints, 25% of the respondents use Berger paints,
15% of the respondents useICI paints and 5% of the respondents use other paint
brands.

61
12. Preference of paint by the respondents

Attribute No. of respondents

Enamel 20%
Distemper 40%
Emulsion 30%
Not Aware of the above 10%

Responses

12%
20%

Enamel
Distemper
30% Emulsion
Not aware of the above

40%

Fig 3.13

Interpretation
From the above table, It is interpreted that majority of the respondents prefer
Distemper paint while 20% of the respondents prefer Enamel paints, 30% prefer to use
Emulsion paints for their home and the remaining 12% of the respondents are not
aware about the varieties of paint.

62
13. What is the most important quality of agood paint for your homes ?

On the Basis of :- Percentage of respondents

Durability & Stability 36%
Ease of use 22%
Finishing of paint 22%
Dries off easily 20%

Quality

20%

36% Durability & Stability

Ease of clean
Finishing of paint
22% Dries off easily

22%

Figure 3.14
Interpretation

From the above table and pie chart , It can be determined that majority of respondents
go after the paints that are more durable and stable, while 42% of the respondents are
more into checking the finishing quality and drying off of the paint quality and 22%
checks the quality of ease to use

63
FINDINGS FROM THE
ANALYSIS

64
MAJOR FINDINGS :

Total of 50 customers took part in the survey. The questionnaire had two or four
answer choices and customers had to tick one of the two choices given to them.
This survey was conducted to knowcustomers various aspects about how people
prefer ASIAN PAINTS and on what basis the prefer Asian paint over other brands.

 Majority of respondents preferred Asian paints over other available brands like
Nerolac paints, berger paints,etc which shows that Asian paints has succeeded
in the market.

 55% of the respondents are aware of the brands that are available in the market
whereas 30% of the respondents are not aware and 15% of the respondents
cannot determine that they know much about paints.

 30% of the respondents choose Asian paints on the basis of Price of the product,
43% of the consumers choose by checking the Quality of Asian paints,17% of the
consumers choose just by the availability and 10% of the consumers use as it is
easy to use.

 The overall satisfaction rate is 60% and the total dissatisfaction rate is 40%. The
gap between the two is 20%. This means the overall satisfaction rate is 20%
more than the dissatisfaction rate. That shows improvement but not at the
sufficient rate, Awareness: The total satisfaction is 30% and the total
dissatisfaction is70% out of which 20% are very dissatisfied. The gap between
the dissatisfaction and satisfaction is 40%. That means the dissatisfaction level is
40% more that satisfaction level. This indicates that the company need more
improvement in this area of business activity.Known to people: The total
satisfaction of the customers is 70%and dissatisfaction is 30% .The satisfaction
gap is 40%. It means the satisfaction rate is 40%more than the dissatisfaction

65
 rate. This means the company‘s performance is better in this field. But out of
30%, 10% are very dissatisfied and 20% are dissatisfied. The company must find
the reasons for such a dissatisfaction for the total success.

 The Majority of responses is 50% and the total dissatisfaction is 50%. But out of
the total rate of dissatisfied customers 40% are dissatisfied and 30% satisfied.
And therefore the gap between the former and the latter is 10%. It means that the
dissatisfaction rate is10% more than satisfaction level when it comes to Asian
Paint Colour, texture and smell.

 10% of the respondents have experienced blistering on their walls after using
Asian Paints. While other 90% of them have no complains for this factor.

 90% of them have given a positive response while 10% of them have
experienced yellowing of the wall after using Asian Paints. But the company must
take find the reasons for such yellowing of the walls.

 60% of the responses are giving more preference to the other paints company
like NEROLAC Paints company. As they have found satisfaction for a longer
period of time in terms of paint quality as well as in price level. While 40% of the
respondents have preferred Asian Paints over other paints. Therefore this shows
an alarming situation for the company, where the company may lose their
existing customers.

66
 By doing data analysis we came to know that 30% of the respondents choose
paint on the basis ofBrand name, 22% of the respondents choose paint by
taking retailer’s advice, 36% of the respondents choose by checking the price of
the paint, 10% choose the paints by viewing the colour.

 It is interpreted that 40% of the respondents use Asian paints, 15% of the
respondents use Nerolac paints, 25% of the respondents use Berger paints,
15% of the respondents use ICI paints and 5% of the respondents use other
paint brands.

 Majority of the respondents prefer Distemper paint while 20% of the respondents
prefer Enamel paints, 30% prefer to use Emulsion paints for their home and the
remaining 12% of the respondents are not aware about the varieties of paint.

 It can be determined that majority of respondents go after the paints that are
more durable and stable, while 42% of the respondents are more into checking
the finishing quality and drying off of the paint quality and 22% checks the quality
of ease to use.

67
RECOMMENDATIONS

 The Asian paints should improve the segmentation and targeting of the products
in the Rural market ot achieve maximum output

 Different income groups should be considered, For every income group the
company should bring products of low cost.

 Focusing on further improving the operations of all its subsidiaries in India and
abroad and has already E-Strides and also ERP initiative through wgich all the
overseas ventures are being covered for sharing global knowledge and better
pricing strategies.

 In industrial segment, they should tie up with automobile giants such as Toyota,
Hyundai etc.

 Defense sector in India, an untapped market can be tapped.

 Technological advancement should be done in industrial segment by making

alliance with foreign companies.

68
 Asian paints primarily plans to consolidate its domain position in India by
launching new products in line with the market developments in both decorative
paint as well as industrial coating segments as far as product innovation is
concerned, it is looking at water based paints. The company aims to be in the list
of top 5 decorative paints company in the world.

 The company has started looking for both organics as well as inorganic growth
opportunities existing and new markets.

69
 APPENDICES

QUESTIONNAIRE

Name :

Occupation:

Age:

Gender:

 Tick the right choice that you prefer

The questionnaire was designed in such a way that we can analyze the behavior of
consumers in terms of buying roles, decision making process and kind of purchase
behavior. Questions were of multiple choice types so that it is objective, can easily be
quantified and is convenient for the target customers to answer.

Question 1 : Are you involved in the decision-making while choosing paints for your
home?
o Yes, entirely
o . No, not at all
o Partially

Question 2 :What is the Brand Name of the paint you buy ?

o Asian paints
o Nerolac paints
o Berger Paints
o Others

70
Question 3 : Are you aware of al the brands of paints in the market ?

o Yes
o No
o Cannot determine all the brands

Question 4 : What are your priorities while choosing a particular paint brand?

o Price
o Quality
o Availability
o . Ease to use

Question 5 : On what attributes you get to know about the awareness about Asian paint
products ?
o Television
o Through friends and family
o Advertisment on newspaper, magazines, etc
o Social media

Question 6 : Are you satisfied with the colour, texture, smell and smooth wall surface of
the Asian Paint ?

o Highly satisfied
o Satisfied
o Dissatisfied
o Highly dissatisfied

Question 7 : Have you experienced any poor Adhesion by the Asian paints ?
o Yes
o No

71
Question 8 : Have you faced Blistering while using Asian paints ?

o Yes
o No

Question 9 : Did you experienced yellowing of wall while using Asian paint ?

o Yes
o No

Question 10 : Do you prefer Asian paints over other paint brands ?

o Yes
o No

Question 11 : How do you choose your paint while purchasing ?

o Brand Name
o Retailer’s Advice
o Price
o Quality
o Others

Question 12 : What paint brand have you currently applied on your house walls ?

o Asian paints
o Nerolac paints
o Berger paints
o ICI paints
o Other brands

72
Question 13 : What do prefer when it comes to varieties of paints ?

o Enamel
o Distemper
o Emulsion
o Not aware of the above

Question 14 : For you which is the most important quality of a good paint for homes?

o Durability and stability

o Ease of Clean
o Finishing of paint
o Dries of easily
o Binds easily

73
References
 Dr. P.C. Pardeshi, ‗ Marketing Management‘, Marketing Research,
NiraliPrakashan, Pune , June , 1999, Page no. 6.1

 Dr. Shaila Bootwala , D.J. Penkar, V.K. Behere, ‗Modern Marketing

Management‘,Customer Relationship Management, Nirali Prakashan, Pune,
June 2006 , Page no.5.1

 Sharps, ‗Research Methodology‘, Choice of Research Method, Sharp

Publisher,Pune , 2008, Page no. 39

 Asian Paints Ltd. (2018, December 21). Retrieved from

https://en.wikipedia.org/wiki/Asian_Paints_Ltd

 Sheth, J. N., Newman, B. I. and Gross, B. L. (1991). Why We Buy and What
We Buy: A Theory of Consumption Values. Journal of Business Research, 22,
159-170.
 THANGAPANDI, D., & Suhashini, S. (2016). A STUDY ON CUSTOMER
SATISFACTION TOWARDS ASIAN PAINTS IN METTUR TOWN. International
Journal For Research In Business, Management And Accounting (ISSN: 2455-
6114), 2(4), 118-125.

Website Links:

 http://www.asianpaints.com

 https://en.wikipedia.org/wiki/Asian_Paints_Ltd

 https://prezi.com/z2iucnd5jw6i/asian-paints-crm-implementation/

 https://www.homestratosphere.com/types-of-paint/

 https://www.resene.co.nz/whatispaint.htm

74
75