CHAPTER Chapter 01 Chapter 02 Chapter 03 Chapter 04 Chapter 05 Chapter 06 Chapter07 Chapter08 Chapter09 Chapter10 Chapter11 Chapter12 Chapter13 Chapter14 Chapter15 Chapter16 Chapter17 Chapter18 Chapter19

SUBJECT PREFACE EXECUTIVE SUMMARY OBJECTIVE OF THE STUDY METHODOLOGY INTRODUCTION OVERVIEW OF PAINT IDUSTRY IN INDIA COMPANY PROFILE PRODUCT PROFILE MARKETING STRATEGY DISTRIBUTION NETWORK COMPETITORS MARKET SURVEY OBSERVATIONS AND FINDINGS SWOT ANALYSIS RECOMMENDATIONS AND FINDINGS LIMITATIONS CONCLUSION BIBLIOGRAPHY APPENDIX

PAGE NO. 6 7 8 9-12 13-14 15-18 19-30 31-35 36-38 39 40-41 42-47 48-57 58-60 61-62 63 64-65 66 67-69

PREFACE

As a part of MBA programme in RIMS under the Biju Pattanaik University of Technology (BPUT) and AICTE guidelines we have to undergo summer training for one and a half month (6 weeks) in an Organization where we are to be exposed to the practical aspects of business world. I did my summer project at Kansai Nerolac Paints Ltd. I had to study the way of approach adopted and the Marketing and Promotional activities conducted by the company in Ranchi City. To get the realistic view about the subject I had under gone various jobs, which are done by the company. I was given a complete access to all the work so as to get the practical knowledge. Moreover, I was given a chance to share some new promotional ideas and concept, which was newly applied by the company. 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. The problem is that the company seems to have less market share in comparison to its competitors. So the project given to me was to find out the cause behind this and to find out the probable techniques to be applied to overcome the problems. Moreover I had to study the marketing and the promotional activities of the company in the various institutions and convey the schemes and the benefits provided to them by the company. First of all the objective of the study was defined clearly. It is followed by the research methodology adopted which has been defined with the help of collected data. A detailed interpretation of the Indian Paint Industry has been given. The companys history along with its profile is described. The product profile is defined covering the different types of products the company is having. The major players of the industry and their profile are described. The next step was defining the sampling design where by the sample size of 164 was taken for the different institutions viz. Nursing Homes/Hospitals, Hotels, Schools and the target area was Ranchi. To facilitate the research work questionnaire method was adopted for the collection of the data as a primary research whereas the secondary data was collected from different books, company library and the other trade / business websites. 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.

O OBJECTIVE OF THE STUDY To study the way of approach adapted by Kansai Nerolac P Paints Ltd. to various dealers. To determine the preference level of Nerolac Paints in comparison to the other companies paints in the different i institutions. T To promote the companys products in the institutions. To find out the customers buying behavior towards particular b brand. Listing and implementation of different promotional ideas. Meeting concern people for the success of promotional ideas.

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 topic. This is a systematic and objective identification, collection of data, analysis, dissemination and use of information for the purpose of assisting

management in decision making related the identification and solution of problem in the market. According to Kedman and Mary, Research is a systematic effort to gain knowledge. 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 researchers 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. Approach of Research: According to Kothari there are two approaches in research methodology. First one is qualitative and second one is quantitative. This project works on quantitative approach, which is reliable and beneficial in this type of project. In quantitative data collection or research we seek to quantify the data and typically apply some form of statistical research or analysis. Quantitative research applies to quantify the data and generalized the result from the sample to the population of interest. In this research a large number of samples of representative cases are taken, the method of data collection is structured, data analysis is statistical and outcome is recommended a final course of action.

In order to achieve the above objective exploratory research was carried and different steps were followed.

1. Define the problem & research objectives 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. 2. Develop the research plan

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: a) Data sources Primary data: It has been collected by forming a proper questionnaire.

Questionnaire is a systematic and structured manner of collecting data for conducting experiment. The nature of the questionnaire is very inductive and fundamental. It has been kept in a proper framework to make it clear to the dealers .A sample questionnaire has been attached in the report. 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 Sample size 69 for dealers and retailers 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 Indian paint industry has come a long way from the days when paints were considered a luxury item. Today the awareness level on preventing paint corrosion in through has paints is relatively into a high, a development that should be a huge boost to the paint industry. The industry India flourished full-fledged manufacturing and sale market catering to the international standards being demanded for the painting jobs. The Indian Paint Association is the apex body of the Indian Paint Industry, which represents both the organized sector and the small scale sector in the paint industry. It is a voluntary non-political and non-profit organization which promotes the interest of the paint industry and the society. The IPA is a unique forum in which even the very small scale manufacturers are members besides all the major paint producers in India. The representative character of the association is amply demonstrated by the fact that more than 80% of the total paint production in the country is accounted for by members of the IPA. The types of paints available in the market and their utility are: a.o Acoustic Paint: It is specially designed for acoustic tiles. b.o Alkyd Resin Paint: Best suitable for trim, doors, faux finishes and other maximized use areas. c.o Dripless Paint: This paint is thicker and is most suitable for application on ceilings. d.o Latex Paint: The applicability of this paint is easier than most other and it dries much quickly. It is also easier to be washed.

e.o One-Coat Paint: It is the more expensive version of the latex and alkyd paints and is mostly chosen for surfaces that require flawlessness in color. f.o Primers: This paint is the initiation for all interior paint works. g.o Rubber-Base Paint: This is best for concrete and bricks. h.o Textured Paint: If need is to cover any flawed surface in your house get this paint. It works well on ceilings. of Management Studies, Rourkela

Besides these home decorating and improvement paints and office paint we can also get industrial paints, aircraft paint, airplane paint, aviation paint and many other paint products with the paint shops in India. The paint companies in India house a wide range of paint products that cater to all your needs. A whole spectrum of colors with our own textured options and application patterns are available with the paint companies. Each company has its own specialized product and some also offer home paint services. The cost of a painting job may vary with the paint chosen -acrylic, emulsion, primer etc., the paint tools being used and the painting company hired.

OVERVIEW OF PAINT INDUSTRY IN INDIA

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. The Indian paint industry is a Rs 49 billion sector. Rourkela Institute of Management Studies, Rourkela 14 1 The demand for paints is relatively price-elastic but is linked to t the industrial and economical growth. The per capita consumption of paints in India is very low at 0.5 kg per annum if compared with 4 kgs in the South East Asian nations and 22 kgs in developed countries. The global average per c capita consumption is 15 kg. In India the organized sector controls 70 percent of the total market with the remaining 30 percent being in the hands of nearly 2 2000 small-scale units. In India the industrial paint segment accounts for 30 percent of the paint market while the decorative paint segment accounts for 7 70 per cent of paints sold in India. In most developed countries, the ratio of decorative paints visa -vis industrial paints is around 50:50. All the industry majors have a vast dealership network and are r required to maintain high inventory levels. Most of the paint leaders have technical tie-ups with global

paint leaders. 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. The medium range consists of enamels, popular in smaller cities and towns. Distempers are economy products demanded in the suburban and rural markets. Nearly 20 per cent of all decorative paints sold in India are distempers and it is here that the unorganized sector has dominance. Industrial paints include powder coatings, high performance coating and automotive and marine paints. But two-thirds of the industrial paints produced in the country are automotive paints. 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. to global standards. It accounts for 30 per cent of the paint market with 70 per cent of paints sold in India for decorative purposes. In most developed countries, the ratio of decorative paints visa -vis industrial paints is around 50:50. But, with the decorative segment bottoming out, companies are increasingly focusing on industrial paints. The future for industrial paints is bright. In the next few

years, its share would go up to 50 per cent, in line with the global trend. 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 Four major players control over 50% of the market share. The demand but is for paint to is the relatively price-elastic linked

industrial and economic growth. The four major players have successfully raised prices over the last three years without loosing market share. The industry majinventory level.

Global

strategic

tie-up

takes

place in technology and R & D.

COMPANY PROFILE

HISTORY OF NEROLAC PAINTS: 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.

CODE OF CONDUCT FOR THE BOARD OF DIRECTORS AND SENIOR MANAGEMENT OF KANSAI NEROLAC PAINTS LTD.

INTRODUCTION: The Board of Directors of Kansai Nerolac Paints Limited has adopted the following Code of Conduct for the Board of Directors and senior management of the Company. For the purpose of this Code, the term senior management shall mean personnel of the Company who are members of its core management team excluding Board of Directors. This would comprise all members of management one level below the executive directors, including all functional heads. 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 Companys 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 o 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 t the Company. It is a conflict of interest to serve as a Director of any company that competes with 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, o "confidential information" includes all non-public information that

might be of use to competitors, or harmful to the Company or its customers, if disclosed. COMPLIANCE WITH LAWS, RULES AND REGULATIONS: 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. PROTECTION AND PROPER USE OF COMPANYS ASSETS: Directors shall protect the Companys assets and ensure their efficient use for legitimate business purposes. FAIR DEALING AND ETHICAL BUSINESS CONDUCT: Directors and senior managers must observe the highest ethical standards and act with integrity and honesty to promote an environment that encourages the employees of the Company to sustain and enhance the reputation of the Company and treat each other as well as customers, suppliers, and competitors with fairness and respect. Directors and senior managers shall not take unfair advantage of anyone through manipulation, concealment, abuse of privileged information, misrepresentation of material facts, or any other unfair dealing practice. Conduct that raises questions about the integrity, character or impartiality of the organization, which can damage the reputation of the Company, or creates an appearance of illegal, unethical or improper conduct, is prohibited. ENCOURAGING THE REPORTING UNETHICAL BEHAVIOUR: OF ANY ILLEGAL OR

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. HANDLING NEWS ABOUT THE COMPANY: Confidential information about the Company, including information that can be expected to have an impact on the market for the Companys 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. HR ANGLE: VISION VALUES AND CULTURE: In todays 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. Nerolacs 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:

Vision driven organization Employees feel pride in being part of the organization Recognition of human resources as extremely important and critical assets High level of human dignity Transparency and openness among employees at all hierarchical levels Performance-linked reward system

Management and employee commitment to organization values is high Autonomy in work is high High commitment to quality products 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. Informality in interactions, transparency and openness in communications at all levels, and an enabling work environment supporting high autonomy of work, transparency and an objective subjectivity of Performance Management System, fair dealing, tremendous care and concern for people are a few of the softer aspects of permeable people management environment which represent the organizational climate and culture. Their faith is averred by the fact that people feel pride in being part of the Nerolac family. They care for people; people care for our business.

THE

QUALITY

POLICY

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 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. It is the companys aim to constantly reduce waste of material and effort, increase efficiencies and ensure safety of plant and people and protection the environment.

OPEN DOOR POLICY:

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 ones 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. Starting in February 2000, it has transformed its functional based legacy systems into a process based organization wide systems culture by investing and implementing the SAP R/3 solution. It has also sought to leverage its vast repository of data and work towards building a knowledge based organization. In line with this vision it has invested in a world class data warehousing solution and in Knowledge sharing portal. The power of IT has been further leveraged to enhance the operational capabilities with the help of Supply Chain solutions from SAP. As part of these implementations Nerolac today has a state of the art data center and communication infrastructure based on VSATs / 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 Ecommerce. 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. STRONG VISION AND VALUES: 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. INNOVATION IN RESEARCH & DEVELOPMENT COMPETES THROUGH INNOVATON: The keystone of Kansai Nerolac's success has been its investment in technology and the importance given to Research and Development. The company has, over the years, set up excellent facilities for developmental research, improving its manufacturing processes and continuously innovating on its products. 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 thricein 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. World over, units are moving with associates/affiliates/parent bodies with core competence as their prime objective. The acquisition by Kansai of the shareholding of Forbes Gokak Ltd. and their associates in your Company is in furtherance thereof. Our technical collaborators and associates are strategically placed to make most of the market opportunities and create more value to the company. 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 activities. Their objective is to utilize our natural resources in an efficient manner. They shall encourage continual and targeted improvements to: .- Prevent waste generation at source .- Reduce, recover and recycle wastes .- Reduce and prevent pollution of air, water and land They shall objectively accept suggestions towards improvement in their environmental performance from customers, employees and suppliers. As a responsible care company they are committed to comply customer requirements and shall provide necessary resources for accomplishment of objectives and targets. They shall strive to minimise impact on environment by effectively employing emergency handling procedures. They shall install and operate facilities to comply with relevant environmental legislation and requirements. 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 NIPA CHEMICALS LTD.

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

EMULSIONS: Emulsions are plastic paints which are used for the decorative purpose in the exterior and interior walls. There are two types of emulsions namely: 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:

a) Premium quality exterior emulsions b) Regular exterior emulsions c) Low quality exterior emulsions

Rourkela Institute of Management Studies, Rourkela Example: Excel everlast, Excel total, Excel, Suraksha Advanced, Suraksha Plastic.etc. Home > Products > Walls > Exterior > Emulsions

Emulsions

Impression Excel Anti Peel Impression Excel Total

Suraksha Advanced Nerolac Suraksha INTERIOR EMULSION: These are mainly used in the interior walls. They are washable. Interior emulsions cannot be used in exterior surfaces. There are four types of interior emulsions :

a) Premium quality interior emulsion b) Washable interior emulsion c) Regular interior emulsion d) Low interior emulsion Example: Impressions 24 carat premium luxury emulsion, Nerolac Beauty Flexicoat, Nerolac Acrylic Emulsion, Nerolac Premium Emulsion, Nerolac Beauty emulsion etc. Home > Products > Walls > Interior > Emulsions Emulsions

Nerolac Impressions 24 carat Nerolac Impressions Metallic Nerolac Impressions Disney

Nerolac Beauty Premium Acrylic Nerolac Beauty Silky Smooth Nerolac Beauty Smooth finish emulsion

Nerolac Beauty Flexi Coat

DISTEMPER: These are the paints which are considered to be cheaper as compared to the emulsions to make the walls beautiful. These are the modified form of limestone which are now available in different colours and different forms. These can make ones room, or any dwelling place beautiful, colorful, and entertaining. There are three kinds of distemper: a ) M a t t f i n i s h b ) W

a s h a b l e c) Water Based Example: Nerolac Beauty Premium Distemper(NBPAD), Nerolac Beauty Distemper(NBAD), Nerolac Oil Distemper(NBOBD), Nerolac Beauty Platinum, Beauty Gold, Nerolac Beauty Silver, Nerolac Regular and Goody Synthetic Distemper. Acrylic Acrylic bound Nerolac Beauty

Home > Products > Walls > Interior > Distemper

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 STRATEGY 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: Point of sale display Advertising Dealers sales contest

Sales promotion through special event market. Sales promotion through salesman i.e. personal selling. Incentives. Painters Meet.

Tokens. Discounting Strategy Over the years, Nerolac has undertaken several initiatives, which have met with unprecedented success and really made people really sit up and take notice of the brand. Beginning with the introduction of the new Brush stroke logo, which stands for the process of painting. It depicts motion, dynamism and progress through change. The signal red color, which is the color of Nerolac, is symbolic of eternal joy and hope. It has now become an integral part of our brand identity and now appears as a sign-off on any kind of communication. 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. Lets see how well this program performs this year. What is all about the program Rishta Rangon ke Sang? 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. DISTRIBUTION NETWORK:

Nerolacs 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.

COMPETITORS

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. 1.1. Asian Paints Ltd. 2.2. 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 LTD. Asian Paints is the Indias largest and the Asias 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, Tongo, Solomon Islands, Nepal, Mauritius and Australia. What keeps it ahead of its contemporaries is product innovation; for instance it was the first in the industry to tap the exterior paints segment. The major products of Asian Paints are Altima, Apex, Royale, Apcolite, Ace etc. BERGER PAINTS (INDIA) LTD. Berger Paints is the countrys 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 Herberts, 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 PAINTS LTD. 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 countrys fourth largest paint company. ICI Paints, headquartered in UK and manufacturing in 24 countries, has some of the worlds top paints and decorative product brands. ICI India manufactures and markets paints, specialty chemicals, adhesives and starch. With employee strength of about 900, ICI Indias 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

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 companys 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. L List of the ideas are: R Rickshaw Rally in different regions Drawing Competitions at Schools Blood Group test at different locations Pamphlet Distribution in different news papers Pollution free Ranchi rally Nerolac pedh lagao abhiyan . Organizing football championship at local level. Vinyl Flex on Auto Mohalla event(Har Ghar main Rang Nerolac ke Sang)

Planning of Promotional activities

Rickshaw Rally in different regions Route Route1: Decided for rally:

Route2:

Route3:

Route4:

Route5:

B Blood Group test at different locations F Firayalal chowk Church complex Kantatoli chowk Duranda cowk Argora chowk Birsa chowk

Mohalla

event(Har

Ghar

main

Rang

Nerolac

ke

Sang)

L Location: Harmu Housing Colony H Bariyatu Housing Colony P.P Compound A.G Colony Ashok Nagar After listing the ideas, I acted for the implementation of those ideas. To accomplish this task I visited different Rickshaw depot, Pathologists, School Principles, news paper hawkers in Ranchi. I then made a list of all the expenses going to incur for these promotional activities and events. The main objective of the survey was to find out the present status of the Kansai Nerolacs 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 Details: 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. Data Analysis Plan: 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.

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% CLASS-B dealers, 26% are CLASS-C dealers.

are

OBSERVATION AND FINDINGS With the help of the market survey I analyzed the whole paint industry and derived some data as follows: The table shows the market share of each of the company in the organized paint market. Name of the Company Berger Asian J&N ICI Shalimar Market Share (%) 17 33 6 17 4

KNPL Others

15 8

The Pie graph shows the market share of Paint companies in the organized market segment. Market Share(%) Shalimar Others

Asian Pai ian Paints J&N

KNPL 33% 6% Berger ICI ICI J&N 17% Shalimar BergerKNPL

Others17%

15%

Market share of different paint companies in the outer Ranchi. The table shows the share of different companies:

Name of the Company Asian Berger ICI KNPL Others

Market Share (in %) 49 28 2 4 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 share of the market. The other companies like the J & N and Shalimar occupies a percentage of nearly 5% of the whole market The market is further divided into decorative paints and industrial

paints. Decorative paints: D C 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 t the semi urban and rural areas. D Distribution network is the key. Nearly 20% of the decorative paints sold in India are distempers. Industrial Paints: I Includes powder coatings, high performance coatings and automotive and marine paints. a \Two thirds of the industrial paints produced in the country are automotive paints. Market Segment Decorative Industrial Market Share (%) 70 30

The pie chart given below shows the percentage of market share for the two section of the market.

Following is the table for the dealer sells different paint brands in outer Ranchi

Name of the company

DEALER

Asian Berger ICI KNPL Others

54 35 7 12 15

The table given below gives detail about reasons for demand of particular brand:

Reasons Advertisement Quality Choice of Customer Service Brand Name

Number 21 45 10 11 9

Following table shows the number of dealers keeps their Stock according to the motive of:

Reasons Customer Demand Profit Margin

Number 61 6

Following table shows weather the customers are loyal towards particular brand or not:

Yes/No Yes No

Number 44 22

Following table shows whether Architects, Contractors and painters are aware of newly launched products or not?

Yes/No Yes No

Number 53 13

SWOT ANALYSIS 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. Nerolac a) A R & continuing D has stream of brought Consumers new technology and

b) Impeccable quality products by putting every product through a series of strict quality controls and tests at each stage from raw material to final production. Sophisticated testing and analytical instruments, colour Computers and accelerated weathering equipment are used for developing and standardizing products to maintain optimum quality. 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 companys 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.

Market share of Nerolac is consistently increasing.

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. Offering of less institutional discount as compared to other companies. The paint industry is not capital intensive. It has a high entry barrier in the form of distribution network and product branding. Fresh capacity is likely to come from existing players only. There is lacking of a depot at Ranchi.

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. 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 industry is likely to remain intensely competitive with corresponding pressures on margin of profit. 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: Strong Strong supply dealer chain network of of competitors. competitors.

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. Emergence of many local players in the industry. RECOMMENDATION & SUGGESTIONS

F FOR DISTRIBUTION CHANNEL: Depot in Ranchi is very much essential for the growth of KNP i in this city. Company must explore the interior areas and try to make new d dealers over there. Company must keep regular monitoring on the dealers and s supply, which may retain the availability and continuity. Company must provide a gift or bonus to the dealers, painters a and the contractors. Company must distribute a gift and schemes through a proper c channel. Company must organize dealers and painters meet from time to time so that they can be made aware of the new products (if any) w which is going to be launched in the market. Sales Supervisor should have good interaction with the dealers w which results in increase in sales. C Company executive should visit the counter on weekly basis. Executive should take the feedback from the dealers about the service of the Sales Supervisor and the dealers. F FOR SALES TREND:-

Company must provide better services and try to attend the s suggestions and complaints by the retailers, dealers, painters etc. Company must provide general information about product and p price in the market. C Company must provide a service for the expired products. C Company must improve its packaging and storing process. Company must provide or make avail products according to t the demand. Company must provide support materials through a proper c channel. Company is required to keep an eye on dealers and going through to their problems.

Company must encourage the high selling counters by p providing incentives and other extra benefits. The sales supervisor must visit the institutions on a regular b 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. 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: 1.1. Duration of study is limited for intensive study i.e. one and a half months time is not sufficient to cover the various aspects in the study. 2.2. Mostly stress was given on primary data as it was difficult to collect secondary data from organization and dealers. 3.3. 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. 4.4. During the visit to the Dealer it sometimes happens that the concerned person is not available so the clear information does not come out. 5.5. 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 According to the survey made by me, I came to the conclusion that inspite of Nerolac being thend

largest player in the Decorative paint;

it is not so good in the decorative segment compared to the industrial segment. It is the market leader in industrial segment with 41% of the market share. As far as the business is concerned Nerolac has to work a lot to increase its share in the city Ranchi. As we know that the dealership network, advertisement and Supply chain management are the main parts of sale. So if the company concentrates more on these areas, then definitely it would be beneficial. There is a regular demand of paint in the hotels and nursing homes/hospitals throughout the year. The paint having better

finishing and shining is in more demand in the hotels for the interiors. In the nursing homes, people are price conscious; they dont bother much about the quality. In the schools I observed that the school buildings are being painted after an average period of 5 to 6 years. I observed that people paint their houses externally after more than three to 4 years and internally nearly every year. So whenever there is a requirement of paint in the house, the people opt for a good quality and long lasting paints, also I observed that advertisement plays great role in influencing people for opting paint. In the decorative segment Asian Paints rules the market. I also concluded that Asian Paints is dominating over the other brands so far as supply is concerned. As per my observation I came to the conclusion that there should be continuous approach and backup by the company executives so as to get more market share. Most of the Consumers are in need of a Paint which will hide the cracks on the wall. To increase the Market share the Company should give rebate to the Dealers. Also during the survey one of the dealers gave the information that the companys price is better than other companys product, so there is no need of price change. There is a need of strong advertisement to increase more selling. For that sources have suggested that the company may spend some money on the hoardings and banners. The company has to make all well informed about the newly launched product of the Company. Try to make the Consumers loyal so that they should not switch to other Companys brand by giving special offers time to time as the rate of brand switch is more in this part of the country. Company can introduce niche marketing and target those specific consumer in different levels as the consumer market can be divided into 3 category such as Household who paint their house once in every two years Commercial buildings who paint their shops and buildings once in every year five year. Hotels who paint their room with interior paints twice in every

BIBLIOGRAPHY 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

APPENDIX

QUESTIONNAIRE Dear Sir/Madam: 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: Dealer name: ___________________________________________ Place : ________________________________________ Phone/mobile ___________________________________________ no. :

Q1.Which Companys Paint you sell? 1.Asian 2.Nerolac 3. Berger Q2. Which Paint is more in demand? 1.Asian Q3.Why? Q4.You mainly keep your stock according to demand of customer or making more profit is the motive? 1. Customer Demand 2.Profit 2.Nerolac 3. Berger 4.Others

4.Others

Q5. Customers are more loyal towards particular brand? 1. Yes 2.No Q6.Customers is influenced by?

Q7.Architects/Contractors are not aware of newly launched products? 1.Yes Q8.Supply 1.Asian of which paint 2.Nerolac is more 2.No frequent? 3. Berger

4.Others Q9.Expectation from company?