vishal report

Shalimar Paints Marketing strategy In Bangalore

1. INDUSTRY PROFILE

The Indian paint industry has come a long way from the days when the paints are

considered a luxury item. Today the awareness level of preventing corrosion through paints is

relatively high, a development that should be boost to the paint industry. Industrial segment is

also the more profitable segment of the industry due to value addition in the form of specialized

functions that these paints perform.

This report provides in-depth information and analysis on the Rs 5,200 million

industrial paint markets are split into five segments: Automotive coatings, High performance

coatings, Marine paints and Powder coatings.

Automotive coatings for 2 wheelers and 4 wheelers constitute nearly 50% of the market

where Good lass is the leader.

High performance coatings are used in plants for fertilizers, petrochemicals and

offshore oil installation where anti corrosive protection is very essential and this market is shared

amongst Shalimar Paints, Good lass and Berger paints. This segment accounts for nearly 16% of

the industrial paint market.

Powder coatings for white goods have a 10% market share of the industrial paint

market. This market is shared amongst Shalimar Paints, Nerolac Paints. Marine paint accounts

for 8% of the industrial paint market.

The Oxford College of Engineering Bommanhalli , Bangalore Page1


The Industrial segment is dominated by the organized sector due to being highly

technologically oriented. The industrial paints segment has grown at a cumulative growth of

more than 20% over the last 4 years owing to tremendous growth. The typical characteristics of

Indian paints industry have been discuss in dept covering the typical features of the industry viz.,

raw material intensiveness, working capital intensiveness, seasonality of demand, price elasticity

of demand and low entry barriers.

The current global scenario with reference to the paint industries has been covered in the

report with special focus on auto-coats market, which is the key growth rate in the international

market.

The current scenario prevailing in the Indian paint industry has been pictured in the detail.

The share of organized and unorganized sector has been detail, discussing the impact of recent

issues and trends on the industry dynamic.



2. COMPANY PROFILE

Incorporation 16/12/1902

Corporate status Public limited company

Business Paints

Industry classification Paints

Manufacturing facilities Howrah in West Bengal, Nasik in Maharashtra, Sikandarabad in Delhi

Registered office Kolkata West Bengal

Listed on BSE, NSE

Shalimar Paints Ltd., a company primarily incorporated by British entrepreneurs

under the name Shalimar Paint Color & Varnish Company in 1902 to take over the business of

'The Shalimar Works', a company which manufactures paints, color and varnish from its factory

in Bengal. It is having plants in Howrah (West Bengal), Nasik (Maharashtra) and Sikandarabad

(Uttar Pradesh). UK was the holding company and it holds majority shareholding through its

subsidiary International Paint Company. It became a private limited company in 1956 and later



On in 1961; it was converted into a public limited company. The company acquired its present

name in 1963.

Courtalds slowly started disinvesting since 1978 and finally in 1989, it fully

disinvested its stake and maintained only its technical and marketing collaboration with the

Indian company till 1994. The stake was acquired by G Jhunjhunwalas; a Hong Kong based

NRI (20%) and the Delhi-based O P Jindal group (42%). The company has three product

segments - industrial, marine and architectural paint segments. It also manufactures varnishes,

resins, etc. The company has two manufacturing units one at Howrah, West Bengal and the

other at Nasik, Maharashtra. 90% of its raw materials are obtained from Kerala Mining and

Materials (KMML). The company diversified in 1993 into aviation coatings. It also launched a

premium range of wall finisher - Hussain Collections - in the decorative sector. It also entered

into a technical collaboration with Salchi, Italy to manufacture solvent borne industrial paints.

In 1999-2000, the company introduced two new products, MELA, an acrylic distemper and

XTRA, a premium 100% acrylic exterior finish paint.

Shalimar Paints Limited engages in the manufacture, marketing, sale, and export of

paints, enamels, and varnishes primarily to the architectural and industrial sectors in India. The

company offers a range of synthetic enamels, acrylic emulsions and distempers, synthetic

enamel paints, interior wall finishes, cement paints, wood finishes, putties, primers, aluminum

paints, multipurpose varnishes, wood polishes, wood preservatives and board paints, dry colors,

and road marking paints. Further, it provides pigmented coatings, gold coatings, varnishes,

integrated necks coatings, barrel lining lacquers, side stripe varnishes, tube coatings, crown

corks, and pilfer proof closure coatings, as well as coatings for food, pesticides, and chemical

product containers. Additionally, Shalimar Paints Limited offers marine paints, such as

construction shop primers, under water anticorrosive and antifouling paints, boot top and top

side paints.

The company was formerly known as Shalimar Paint Color & Varnish Co. Ltd. and

changed its name to Shalimar Paints Limited in September 1963. Shalimar Paints Limited was

incorporated in 1902 and is based in Mumbai, India.



History/Heritage

1902- Shalimar Paint Color & Varnish Co. Ltd. Was incorporated in India.

1928-PinchinJohnson & Associates bought control of SPCV Ltd. & made it part of Red Hand

Composition Company.

1961- The Company became a Public Limited Company on 27th May.

1963- Its name was changed to Shalimar Paints Limited on 1st September.

1964- Red Hand Composition was acquired by International Paints which became a part of

Courtaulds Group, held by the Mehta’s of Jardine Henderson.

1989- Sold to Jhunjhunwalas, & to the O. P. Jindal Group. They jointly manage the business.

1992-stated Nasik plant.

2003-started sikandarabad plant.

a) BACKGROUND AND INCEPTION OF THE COMPANY

YEAR EVENTS:

1956 -The world `Private' became a part of the Company's name from 1st April, by virtue of the

operation of Section 24 of the Companies Act, 1956.

1961 -The Company became a public limited company on 27th May.

1963 -The name was changed to Shalimar Paints, Ltd., on 1st September.

The Company was first large-scale unit to be established in the paint manufacturing industry in

India. Since its inception, capacity and range of products were expanded.

1972 -On 28th April, 7, 20,000 shares issued as bonus in the prop. 9:4.

41,170 shares reserved for subscription in cash by whole time directors and Indian employees.

3, 70,530 shares offered at par for public subscription through a prospectus in June.



1976 -Projects & Equipment Corporation of India, Ltd., New Delhi (a Government of India

enterprise) entered into a contract with Zanzibar Government to set up a project on turn-key

basis for the manufacture of paints, enamels and varnish.

1982 - 4, 35,480 bonus shares issued in the prop. 3:10.

1990 -The Company acquired land at Igatpuri near Nasik in Maharashtra for the setting up of a

secured plant unit with a capacity of 16,000 TPA of paints.

1992 - The Company entered into a technical collaboration agreement with Salchi s.p.a. Italy for

transfer of technologies

1993 - The Company expected to achieve better performance with the commencement of

production at the Nasik Unit and with greater efforts in marketing of products. During the year,

the Company made inroads into the Middle-East markets and expected to receive export orders

in the near future.

2002-Shalimar Paints Ltd has informed that at the 100th Annual General Meeting of the

company held on December 14, 2002 Mr. A V Lodha has been appointed a Director of the

company

2003-Shalimar Paints Ltd has reported that Mr. S Sarda, Vice President Finance & Company

Secretary has resigned from the services of the company with effect from May 31, 2003

2005-SPL inks pact with Korean co for pre-coated metal coatings

2008-Shalimar Paints Ltd has appointed Mr. Pujit Aggarwal as an Additional Director of the

Company with effect from July 25, 2008.



MANUFATURING FACILITIES

Shalimar Paints has 3 manufacturing facilities with a combined total

manufacturing capacity of around 40000 tones.

Howrah

The Howrah plant was the first large scale paint manufacturing plant to be set

up not only in India but in entire south East Asia. It has an installed capacity of 14204 MT

per year. The Company's central Research and Development laboratory is located in the

Howrah Plant

Nasik

The Nasik factory was set up in 1992 in western India in Nasik on Mumbai -

Agra Highway. It was designed as a state-of-the-art-plant with installed capacity of

16000 MT per year.

Sikandarabad Unit



In 2003 the Company acquired the American Paints unit in Sikandarabad near

Delhi, North India. The American Paints plant was set up in technical collaboration with Sherwin

Williams of USA.

ENVIRONMENT & SOCIAL WELFARE

Environment policy:

Shalimar shall comply with all applicable environmental legislation and regulations.

Shalimar shall endeavor to operate all the plants and facilities in a manner to ensure a

clean and healthy environment.

Shalimar shall strive to achieve reduction of wastage and ensure optimize resource

utilization through source reduction, recycle or reuse of waste.

Shalimar shall impart training and education to all employees to work in a

manner which maximizes protection of the environment.

Social welfare

The Company runs a high School at Howrah where it imparts free education to boys

and girls from Class 1 to Class X.

It also organizes various cultural activities for its staff all across the country.

b) NATURE OF THE BUSINESS CARRIED



Shalimar paint Company which is manufacturing and distribution of paints from

several years.

c) VISION,MISSION AND VALUES

Vision :

Shalimar's vision is to become one of the leading paint manufacturing companies

of the country.

To become leader in product innovation and customer satisfaction.

Shalimar intends to build long term value relationships with all its suppliers and

customers.

To be the preferred employer for staff in paint manufacturing company.

Mission :

The Company's mission is to maximize returns of each stakeholder in the

Company be it customers, shareholders, suppliers or employees.

Understanding the needs of customers and offering them superior products.

Providing an enabling environment to faster growth and learning for our

employees.

Leveraging technology to service quickly, efficiently and conveniently.

Core values :

Transparent benefits.

Customer delight and guiding principles.

Offering customized service and product.

Ensuring world class solutions and products.

d) PRODUCTS/SERVICES PROFILE



A. EXTERIOR EMULSION:

♦ Self clean

♦ Xtra maxima exterior emulsion

♦ Xtra exterior emulsion

♦ Shaktiman exterior emulsion

B. INTERIOR EMULSION:

♦ Husain premium acrylic emulsion

♦ Superlac acrylic emulsion

♦ No.1silk emulsion

C. DISTEMPER:

♦ No.1 premium acrylic distemper

D. ENAMEL:

♦ Superlac hi gloss enamel

♦ Superlac satin enamel

♦ Superlac luster enamel

♦ Mela enamel

INDUSTRIAL PRODUCTS:

a) PREWELD / SHOT-BLAST PRIMERSi. Blasteel EZ 3

ii. Blasteel Ziliplateiii. Blasteel EP 5

b) EPOXY PRIMERSi. Epigard 4 Zinc Rich Primer

ii. Epigard Zinc Rich Primeriii. Epigard HS Zinc Rich Primeriv. Epigard 4 Zinc Phosphate Primer Grey



/ Redv. Epigard HB Zinc Phosphate Primer

Grey / Redvi. Epigard 5 High Build Zinc Phosphate

Primer Grey / Redvii. Epigard 4 Zinc Chromate Primer

Yellow / Redviii. Epigard HP Off White Primer

ix. Epigard HB TiO2 Primer White

c) EPOXY INTERMEDIATESi. Epigard High Build MIO Brown / Grey

ii. Epigard 5 High Build MIO Brown / Greyiii. Epigard HB XL MIO Brown

d) EPOXY FINISHESEi. Epigard 4 Finish

ii. Shalimar Epoxy Enameliii. Epigard TL High Build Finishiv. Epigard TL High Build 533 Finishv. Epigard XL High Build 533 Finish

vi. Epigard TL 543 HS Finishvii. Epigard DT Finish

viii. Epigard XL HB Finish

e) EPOXY COATING (MISCELLANEOUS)

i. Epigard Trowelling Compoundii. Epigard Solventless Epoxy Coating

f) COAL TAR EPOXYi. Bipigard CTE XL Brown and Black

ii. Bipigard 580 High Build CTE Black

g) SURFACE TOLERANT COATINGSHS

i. Epiplus 56ii. Epiplus 75 X

iii. Epiplus 556iv. Bipigard ST CTE Black

h) POLYURETHANE COATINGSi. Shalithane Finish

ii. Shalithane PU Finishiii. Shalithane HS Coatingiv. Shalithane HB Finishv. Epithane HB Finish

i) ZINC SILICATE COATINGSi. Tuffkote Zilicate

ii. Tuffkote HB Ziliplate

j) CHLORINATED RUBBER COATINGS

i. Chlorokote Zinc Phosphate Primer Grey / Red

ii. Chlorokote HB Zinc Phosphate Primer Grey / Red

iii. Chlorokote HB MIO Brown / Greyiv. Chlorokote HB TiO2 Greyv. Chlorokote Finish



vi. Chlorokote High Build Finish

k) UNIQUE COATINGSi. Episheild ST Glass Flake Epoxy Coating

ii. Epigard 543 High Build Coatingiii. Tuffkote WB Acrylic Coating

l) HEAT RESISTANT COATINGSi. Heat Resisting Lustrol Aluminum

ii. Lustrotherm HT 400 Silicone Aluminum Paint

iii. Lustrotherm HT 600 Silicone Aluminum Paint

iv. Lustrotherm HT 200 Silicone Acrylic Finish

v. Lustrotherm HS Silicone Aluminumvi. Heat Resisting Chimney Black

vii. Heat Resisting Zinc Dust Graphite Stack Paint

m) BOILER PAINTi. Rustex No.1

ii. Rustex No.3

n) CONVENTIONAL COATINGSi. Shaliprime Yellow

ii. Shaliprime Universal Primer Red /greyiii. Tuffkote Red Oxide Zinc Chromate

Primeriv. Tuffkote HB Zinc Phophate Primer

Grey / Redv. Tuffkote HB MIO Coating Brown /

Greyvi. Tuffkote Etch Primer

vii. Tuffkote Chemical Resisting Enamel

o) BITUMINOUS COATINGi. Tuffkote Anti-Brine Aluminum

ii. Tuffkote High Build Bitu Blackiii. Tuffkote Drinkon Aluminum / Blackiv. Heart Bituminous Black No.1v. Tuffkote Bituminous Aluminum Paint

(Two Pack)

e) AREA OPERATION



The company has wide distribution network. Shalimar paints have manufacturing

facilities in each of the state and it has larger paint company in all over the India. The entire

country is divided into 4 zones, each of which is headed by a Regional Business Manager. The

Company has more than 54 branches and depots who service more than 6000 dealers all across

the country. With its wide distribution network the Company is able to reach not only the urban

market but also the rural and up-country markets.

o NORTH ZONE :

Jammu & Kashmir

Punjab

Himachal Pradesh

Haryana

Uttar Pradesh

Rajasthan

o EAST ZONE :

Orissa

Bihar

West Bengal

Assam

Sikkim

o WEST ZONE :

Gujarat



Madhya Pradesh

Maharashtra

Goa

o SOUTH ZONE :

Karnataka

Andhra Pradesh

Tamil Naidu

Kerala

f) OWNERSHIP PATTERN

Holder’s Name Number of Shares % Share Holding

Promoters 5901570 31.18%

Foreign Promoters 5901570 31.18%

General Public 3419579 18.07%

Other Companies 3080827 16.28%

Financial Institutions 333000 1.76%

Foreign NRI 288544 1.52%

Foreign Institutions 3010 0.02%



g) COMPETITORS INFORMATION

Shalimar paint is surrounded by large numbers of competitors in Asia. Shalimar paint

Limited with five companies in closely related industry sector.

1) Berger paints

2) Akzonobel

3) Nerolac

4) Jenson & Nicolson

5) Asian paint

h) INFRASTRUCTURAL FACILITIES


31.18%

31.18%

18.07%

16.28%

1.76% 1.52% 0.02%

PromotersForeign PromotersGeneral PublicOther CompaniesFinancial InstitutionsForeign NRIForeign Institutions


Shalimar Paints is the only company in India to have integrated supply chain

management (SCM) solution from 12 technologies and enterprise resources planning

(ERP) solution from SAP. With these IT tools firmly in place and with the backing of an

extensive communication platform, we are an internally enable enterprise.

Shalimar Paints also owns some of the expensive machines which also enhance the

productivity of company and which is also low maintenance machines.

Shalimar Paints has launch a supplier portal that includes an automated digital documents

exchange facility that will improve the efficiency and effectiveness if interaction with

suppliers. An employee portal has also been set up.

The successful development of ERP, CRM, business intelligence and portal software

from leading solutions providers and integrated SCM system has helped improve

efficiency in the business as well as increase the transparency and accuracy of

information across the company. In order to 24x7 availability of IT infrastructure.

Shalimar paints are well organized machineries.

Shalimar paints on transportation facilities.

i) AWARDS AND ACHEIVEMENTS



While we look to the future, it is important to bask in past glory. Shalimar has won many

accolades for its stupendous work in product development, environmental consciousness and in

being a responsible corporate citizen.

'Golden Peacock Environment Management Award 2005' for environment management of

Nasik factory & DSIR National Award – ACED for adaptation of technology to suit local

needs.

Short listed for the ‘Best Managed Company’ award from Business Today.

Awards for Marketing initiatives like Cannes2007 Bronze.

Reader’s Digest Trusted Brands Gold Award for 2008

Frost & Sullivan Market Leadership Award in Indian Industrial Paints & Coating Market

Excellence in Corporate Governance from ICSI.

Association of Business Communicators of India, Silver for Annual Environment Report.

j) WORK FLOW MODEL (END TO END)



k) FUTURE GROWTH AND PROSPECTUS


DISPATCH

PACKAGING

MANUFATURING FACILITIES

PACKAGING MATERIAL

ADDITIVES

PIGMENT

SOLVEMTS

RASIN

RAW MATERIAL


Shalimar Paints Ltd is planning to expand the reach of its ‘Color Space’ ones by

the end-year. The implementation of its supply chain management is complete and the entire

SAP solutions would be implemented over a moderate term.

The company is planning to set up a fourth paint manufacturing unit and its

increasing its focus on the exterior paint segment. Shalimar income growth is therefore expected

to be derived primarily from a growth in volume sales of paints, as the realization in the industry

would continue to remain under pressure. Shalimar Paints has planned to increase the combine

turnover through acquisition of Global Paint Companies instead of setting up Greenfield project.

In the absence of any another significant capital projects on hand, gearing is expected to decline

over the short of medium term. With operating profits expected to increase, both interest cover

and return on capital employed are expected to improve further.



3. Mc KINSY’S 7S FRAME WORK

The 7-s model is a tool for managerial analysis and action that provides structure

with which to consider a company as a whole, so that the organization problem may be solved

and a strategy may be developed and implemented. The 7-s is a frame for analyzing organization

and effectiveness. It looks at the seven key elements that make the organizations and their

effectiveness.

‘Hard’ variables:

Strategy: plan leading to allocation of resources.

Structure: Organization reporting lines, geography, etc.

Systems: formal and informal processes used.

‘Soft’ variables:

Staff: demographics of personnel.

Style: behavior of managers when interacting with others.

Skills: core competencies of the firm.

Shared Value: culture, which is actually the core element to it all.



Mckinsey and company developed 7-s model in late 70’s. According to this

framework, strategy is only one of the seven elements in success business practices. According

to them a combination of what they call software and hardware is required as discussed below.

HARDWARE: comprises of 3 elements

1. STRATEGY:

Strategies are the actions a company plans in response to or anticipations of changes

in its external environment. It also includes purpose, missions and objectives, goals and major

action plans and policies.

The following Strategy governs Shalimar Paints Co.

Strategy:

1. To operate at a level of profitability, this will ensure the –long term economic viability of the

companies favorably with other industries of similar capital intensity and risk which will enable

the company to attract adequate to support its growth.

2 . To aspire towards a high level of operating, technical and marketing excellence, and to make

the optimum use of assets, this will ensure a strong competitive position in the market served by

the company.

3 . To strive to satisfy customer by integrating their needs into the company products and

services with efficiency and professionalism and give the best value to them by promoting

quality products.

4. To improve the process managing the company affairs through proper planning, timely

implementation of plans and regular performance reviews.

5. To uphold the highest standards of integrity in the conduct of all phases of business.



2. STRUCTURE:

An Organization chart, which shows the reporting structure and divisions of tasks

for successful integration.

o General Manager Finance:

Responsible for all finance and accounts activities of the company.

Has more than 25 years experience in finance, accounts and commercial activities.

Prior experience as VP, Commercial at Pioneer Embroideries & with Raymond Cement,

Modern Threads.

Qualified Chartered Accountant.


VP operation Howrah

Decorative Industrial

Corporate Team Operation Team

EXECUTIVE DIRECTOR & CEO

Supply chain

Manufacturing Procurement

R&D

Marketing HR

Head OperationsSikandrabad

VP operations Nasik

IT

Finance

BOARD OF DIRECTORS


o General Manager system:

Responsible for all systems and IT related activities of the company.

Has more than 21 years experience in Information Technology.

Prior experience with Videocon International, United Phosphorus and Atco Industries.

B.Sc, PG Diploma in Computer Studies.

o Vice president R&D:

Responsible for the entire R&D activities of the company.

Has more than 17 years of experience.

Prior experience at Asian Paints, Pidilite Industries and STP Limited.

A PhD who has also done post-doctoral research in Japan and Taiwan.

o General Manager Supply chain:

Responsible for the entire supply chain activities of the company.

Has more than 25 years of experience in supply chain planning, distribution, logistics &

warehouse mgmt.

Prior experience as Head, Transportation& Logistics at Ceat Tyres & with TCI, Philips,

Pepsi etc.

B.Sc, MMM.

o General Manager Human Resource:

Responsible for all HR Related activities of the company.

Has more than 25 years of experience in HR, Personnel and Administration activities.

Prior experience as Country Head–HR for Sumaria Group and with Kenstar, PCS

Technologies etc.

B.Sc, M.L.S.

3. SYSTEM:

System refers to the formal process and procedure used to manage the organization,

including the management control systems, performance management measurement and record

systems, performance measurement and reward systems, planning, budgeting resource

allocation systems information system and distribution systems.



Management Control Systems:

Management control systems provide information that is intended to be useful to

Managers in performing their jobs and to assist organizations in developing and

maintaining viable patterns of behavior.

A further weak link in the management control systems framework was also intentional.

Management Measurement and Record Systems:

It will be argued that there are five main sets of issues that need to be addressed in

developing a framework for managing organizational performance that are represented as

a set of questions.

The questions are phrased in a normative tone, reflecting a managerial perspective, but

can easily be re-phrased descriptively for use as a research tool.

A) Sales forecasting system:

In Shalimar Paints, there are 3-territory developments manager, having various

areas will forecast there area sales depending upon the previous year sales.

B) Order receiving system:

In order receiving system the customer executives will take a major part they will go

to each distributor in various areas and take the order form the distributor. The collected orders

will be shown to the areas sales manager and area sales manager will give indent to the

marketing manager of Kanpur, the area sales manager should take care that the crates will be set

back to the plant for refilling.

C) Order execution system:


Marketing manager Area sales manager Customer Executive

Distributor


When territory development manager receives order for different territory it will send

to the production department. The stock that is there in production department will

be loaded to the truck and order is executed to the distributor of different areas.

D) Logistic system:

There is not so big logistic system in Shalimar Paints. The stock will be just

interchanged between the near district places. The indent given by the distributor wills is

delivered within 2-3 days of indent given.

SOFTWARE: Comprises of 4 elements

4. STYLE:

Means that company’s employee share a common way of behaving and thing style is

more important elements for success. As behavior speaks of what an organization up to.

The style of an organization, according to McKinsey framework refers to the “ReportingRelation

ship” between the superiors and the subordinates. It also conveys the flow of communication

between them.

Reporting relationship at Shalimar Paints Company follows

a formal channel. Thecommunication follows the routes formally laid down in the organization

structure and deliberately associates with the status or the position of the sender and the receiver.

Both downward and upward follow the path of formal channel. The activities like quotation

processing, equipments stock order generation, bill of material generation, indent generation,

raising purchase order, stores management and other production related activities generates a

number of reports which are communicated from one department to the other through the formal

channel.

In the Shalimar Paints decision flow is of top down. In which the decision is flown from

the higher authority to the lower level. As the higher authorities have a control over the decisions



will make the decisions which will influence the function has to be followed an executed,

administered and handled by assistants.

Decision flow pertaining to finance department payment decisions, when the payments for

the suppliers has to be made needs approval by the Finance Manager than followed by General

manager for verification, later the decision will be flown to Unit Finance controller, next

followed by Asst. manager accounts will decide to make payment on basis of availability

of amount, further the order is passed to accounts assistant to make payment after verification

of vouchers and invoices, for respective

5. STAFF:

Relates to process of hiring, developing managers so that they contribute to the

success of organization. Staffing is the process of acquiring human resources for the organization

and assuring that they have the potential to contribute to the achievements of the organizations

goals. It includes selections, placements, training and development of appropriate qualified

employees.

BOARD OF DIRECTORS AND TOP MANGAEMENT

Name Designation

Mr. Ratan Jindal Promoter

Mr. Girish Jhunjhnuwala Promoter Director

Mr. A. V. Lodha Accountant

Mr. Rajiv Garg Chief Executive

Dr. Srinivasan Board of Director

Mr. S. Sarda Executive Director/CEO

Mr. Pujit Aggarwal Managing Director



Mr. Sujit Sinha (industrial Coating Paints) Vice President

Mr. Nitin Sawale (decorative Coating Paints) Vice President

Mr. Hari Kumar (industrial Coating Paints) General Manager

Mr. Manoj Sood (decorative coating paints) National Manager

Mr. Anil Patak (decorative coating) Divisional Manager

6. SKILL:

Which are necessary attributes the employees should have for success of any

strategy? The term skills include those characteristics which are developed over a period of time

and are result of the interaction of a number of factors; performing certain tasks successfully

over a period of time, the kind of period in the organization, the top management style, the

organization structure, etc..,

At Shalimar paints Co . Every employee is expected to have the following skills

relating to the ability and knowledge in using the equipment, technique and procedures involved

in performing specific production and testing operations. A skill refers to how smart an

employee does his work with available source. In marketing department various steps are taken

for staff to develop appropriate new skills for marketing their products.

a) Multi disciplinary skills:

In production department some persons have the skill to operate filling, washing

machine, sealing machine, and even some time they also handle small problems in machines.

They themselves identify the problem area of machine and make it repaired if required

b) Single Skill:

Single skill refers to the single skill which people have in organization. In Shalimar

paints chemist have the single skill. Skill classification in Shalimar paints:

In Shalimar paints skill is mainly classified in marketing department and engineering skills in



production department. In marketing department extra benefit will be given to the persons who

achieve the sales target. Every person in marketing department will behave respective sales

target.

7. Shared Values:

Shalimar Paints has surged 20% to Rs 154 after the stock turned ex-stock split

today. The company has sub-divided the equity share of face value Rs 10 each into 5 equity

shares of face value Rs 2 each in order to boost the liquidity of shares.

The stock opened at Rs 130 and hit a low of Rs 125 on the Bombay Stock

Exchange. As many as a combined 452,054 shares have already changed hands on the counter so

far against an average less than 15,000 shares that were traded daily in past two weeks before

stock split.

“The board of directors of the company has fixed a record date of November 23,

2012 for the purpose of stock split of existing equity share of Rs 10 into 5 equity shares of Rs 2/-

each,” Shalimar Paints said in a filing.

According to market experts, the primary reason for a stock split is to increase the

liquidity of the shares in stock the market. More liquidity makes the buying and selling of the

shares easier for the investors.


http://smartinvestor.business-standard.com/company/comp_505-Shalimar_Paints_Ltd.htm


4. SWOT ANALYSIS


1. Stringent Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are given more emphasis2. Raw material scarcity and volatility in prices.3. Competition from national and international brands as they target India owing to its large market.

1. Shalimar is introducing a Self-Clean Paint: paint with a new technology that doesn’t allow water to stay on walls, it turns water into tiny balls that roll down the wall taking dirt away. 2. New Facility at Chennai is under construction stage would increase the capacity by 18,000 tones p.a and would cater to South India.3. Current Mfg. facilities stands only approx. 1/3rd of the land available, hence there is a great opportunity of expansion if desired.4. Continuous R&D provides scop e of reduction of VOC and HAP; develop more eco-friendly products which have high potential growth.

1. In spite of having the first mover’s advantage in the paints industry it lags behind Asian Paints, Berger Paints, and Akzonobel in many segments.2. Customer tastes and perceptions change very fast and products may become obsolete with change in trends, hence production planning and inventory problem.

1. Shalimar Paints was first large-scale paint manufacturing unit in South-Asia, hence has vast experience in this industry.2. Shalimar Paints offers wide range of decorative products both in interior and exterior categories and it offers paints at all price bands thus catering to customers in all segments.3. Introduction of tinting systems at dealer locations has helped customers a wide choice of 9000+ shades.4. With products in marine coating, High performance Coating, packaging and General Industrial, they are 3rd largest in the industrial paints category.5. Company has good Pan-India presence with well-established Sales & Distribution Network.

STRENGTH WEAKNESS

OPPORTUNITY WEAKNESS


BALANCE SHEET AS ON 31ST MARCH (IN RS.CR.)

Mar '13 Mar '12 Mar '11 Mar '10 Mar '09

12 mths 12 mths 12 mths 12 mths 12 mths

Sources Of Funds

Total Share Capital 3.79 3.79 3.79 3.79 3.79

Equity Share Capital 3.79 3.79 3.79 3.79 3.79

Share Application Money 0.00 0.00 0.00 0.00 0.00

Preference Share Capital 0.00 0.00 0.00 0.00 0.00

Reserves 71.22 57.08 47.01 38.86 32.18

Revaluation Reserves 2.93 2.86 2.91 2.98 3.11

Net worth 75.01 63.73 53.71 45.63 39.08

Secured Loans 78.10 68.73 58.54 52.13 56.70

Unsecured Loans 10.11 0.11 1.15 1.66 3.38

Total Debt 88.21 68.84 59.69 53.79 60.08

Total Liabilities 163.11 132.57 113.40 99.42 99.16

Mar'13 Mar '12 Mar '11 Mar '10 Mar '09

12mths 12 mths 12 mths 12 mths 12 mths



Gross Block 77.10 74.18 76.12 71.19 61.80

Less: Accum. Depreciation 45.12

41.99 42.47 39.14 35.96

Net Block 31.88 32.19 33.65 32.05 25.84

Capital Work in Progress 7.88

0.91 0.31 0.16 0.05

Investments 0.81 0.80 0.80 0.80 0.30

Inventories 131.97 105.81 83.12 62.85 50.57

Sundry Debtors 154.48 138.21 113.01 91.81 78.55

Cash and Bank Balance

15.1613.25 10.64 13.92 13.58

Total Current Assets 326.15 257.27 206.77 168.58 142.70

Loans and Advances 24.55 12.52 10.67 11.87 13.47

Fixed Deposits 0.00 0.00 0.00 0.03 0.00

Total CA, Loans & Advances

326.15269.79 217.44 180.48 156.17

Deffered Credit 0.00 0.00 0.00 0.00 0.00

Current Liabilities 194.94 156.63 133.42 108.97 81.47

Provisions 8.66 14.50 5.38 5.10 1.73

Total CL & Provisions 203.60 171.13 138.80 114.07 83.20

Net Current Assets 122.54 98.66 78.64 66.41 72.97

Miscellaneous Expenses

0.000.00 0.00 0.00 0.00

Total Assets 163.11 132.56 113.40 99.42 99.16



Summary of the annual report of Shalimar paint ltd.

On the basis of information reports. Management may review the company progress

of data and decide up on the course of action to taken in future, creditor may choose to extend.

Maintain or restrict shareholder may judge prospect or their investment and elect to sell or to

continue ownership.

Increased in the assets of the business shows the growth of the production.

Increasing trade debtor shows that the liberal credit policy with regards to sell.

The profitability of the company as increased company compare to the last year.

The company cash balance variation compare to the last five year.

The share capital of the company has been stable in the last five years.



6. LEARNING EXPERIENCE

The learning experience gained by me during the in plant training was very much

practical oriented. Mostly all the concept theories, which I studied in the class, are applicable

practically.

The overall study of the organization reveals that the company has grown

tremendously since its incorporation from 1902, now it has independent units for manufacturing

the paint products. The company is manufacturing facilities is Howrah in west Bengal, Nasik in

Maharashtra, and Sikandarabad in Delhi.

I learnt that the company has an effective human resources department where in the

employees are given excellent packages, incentives.

I had a great time working on the project, as it gives insight into the working

environment of an organization. The training has exposed me to many facts of an organization

and also helped me to gain practical knowledge, which will go a long way in the horizon of our

career. I became more aware of the paint industry and the role played by Shalimar paint ltd.

a. GENERAL INTRODUCTION



What is marketing?

The American marketing association offers the following formal definition:

Marketing is an organizational function and a set of processes for creating, communicating,

and delivering value to customers and for managing customer relationship in ways that

benefit the organization and its stakeholder.

What is marketing strategy?

Marketing strategy is a process that can allow an organization to concentrate its

resources on the optimal opportunities with the goals of increasing sales and achieving a

sustainable competitive advantage.

What are marketing strategies?

The marketing strategies are the following points.

1) Segmentation

I. Geographic

II. Demographic

III. Psychographic

IV. Behavioral

2) Targeting

3) Positioning

1) Segmentation :

The first step in developing market segmentation strategy is to select the most

appropriate bases on which to segment the market. The marketer will have to try different

segmentation bases or segmentation variables, alone or in combination, to find the best way to

view the market structure.



I. Geographic :

Geographic segmentation calls for dividing the market into different geographical

units such as nations, regions, states, cities, or neighborhoods.

II. Demographic :

Demographic segmentation divides the market into groups based on variables

such as age, gender, family size, family life cycle, income, occupation, education, race,

generation and nationality.

III. Psychographic :

Psychographic segmentation divides buyers into different groups based on social

class, life styles, or personality characteristics.

IV. Behavioral :

Behavioral segmentation divides buyers into groups based on their knowledge,

attitude, uses, or responses to product.

2) Targeting :

Market segmentation reveals the firm’s market segment opportunities. The firm

now has to evaluate the various segments and decide how many and which ones to target.

3) Positioning :

Beyond deciding which segments of the market it will target, the company must decide what

positions it wants to occupy in those segments.

Marketing Research



Marketing research is the systematic problem analysis in model building and fact

finding method for the purpose of improved decision making and control the marketing of goods

and service.

According to “American marketing association”, marketing research is the function

which links the customer, consumer and public to the marketers through information, which are

used to identify and define marketing opportunities and problem, generate, refine and evaluate

marketing actions, monitor marketing performance and improve the understanding marketing as

a process.

Marketing research specifies the information required to adder this issues, design the

method for collecting information , manages and implements the data collection process,

analyses the results and communicates the findings and their implications.

Role of marketing research

Marketing research serves the two major functions.

1. It provides the information for decision making.

2. It develops new knowledge.

The information gathered by the marketing research reduces the risk involved in

decision making, it influences the decisions like,

1. Pricing of the product

2. Scale of advertising

The information collected directly, affects the planning of the product. It helps to

aware about their brand popularity.

STATEMENT OF PROBLEM

A consumer may have a set of interest, beliefs, attitude before purchasing a

technical product. But there might be a major change in his attitude towards the industrial



product. So keeping this view in mind a research study was conducted to find out marketing

strategy adopted by Shalimar Paints as well as customer perception towards buying it” in

Bangalore city.

OBJECTIVES OF THE STUDY

The main objective of the study is to analyze the “Marketing strategy of Shalimar

Paints in Bangalore and what strategy can be used to improve its share. It also helps to know the

retailer attitude towards selling Shalimar Paints and customer perception towards buying it.

To find out the awareness of Shalimar Paints industrial products towards customers.

To find out the factors that influence customer to buy other Shalimar Paints.

To understand the customer level of satisfaction after using Shalimar Paints.

To identify the expectations of customer.

To suggest implementing right kind of marketing strategy based on summary of findings.

SCOPE OF THE STUDY

The study hopes to enable the company to gain an insight as to the areas where it has

to make improvement, so as to increase its sales as well as its market strategy and consumer

acceptance. The result of the study carried out will enable company to know “The marketing

strategy of Shalimar Paints in Bangalore and what strategy can be used to improve its strategy”.

The study is also based on to know whether retailers are satisfied with selling of Shalimar Paints

and also to find out how customers can be made aware of Shalimar Paints product.



RESEARCH METHODOLOGY

Research Design

The study is descriptive research. An attempt is made in this research to identify

the variables which determine the customers at Shalimar paint. The study can be further of

identifying various prospects.

Sampling Design

The population for the purpose of the study includes entire customers of Shalimar

paint at pantharapalya.

Sample Size = 50

Justification:

Selection of 50 customers

Per day an average 100 customer come to Shalimar paint at pantharapalya. Out of

100 customers 1/2th (50%) of the customers is been selected as a sample i.e. 100*50/100 = 50.

Sampling Method

The sampling method for research is a convenient sampling and random sampling.

Convenient sampling because the researcher could not get chance to take the response from all

the customers of Shalimar paint at pantharapalya outlets.

Source of Data



Data is collected from the Primary source and secondary sources. The study is based

on sampling method. 50 respondents are selected for the study. The response has been collected

from customers of Shalimar paint at pantharapalya branch Bangalore.

Primary data collection

Primary data was collected using a set of structured questionnaire which was

administered to the different customers of Shalimar paints.

Secondary data collection

The secondary data are those which have been collected from the genuine sources, and which

already have been processed. The sources of secondary data for this study are company source

like company website, journals, and annual reports.

Field -Work

The project involved a fieldwork of about 8 weeks where the survey was carried out on 50

respondents which includes 50 end users or consumers. The survey was conducted in different

parts of Bangalore like, Banshankari, and K.R. market, Uttaralli, Padmanabnagar and

Chikkalsandra.



LIMITATIONS OF THE STUDY

The research work is restricted to certain part of Bangalore since large no. of sample

study is difficult in limited period of time.

Time was the main constraint not only for us but, also for the respondents.

Some respondents restrict us not to ask monthly sales like questions since they felt it is

confidential.

Some respondents were never even bothering about the purpose of doing this research

work.

Communication was the main problem in some cases since respondents couldn’t able to

communicate in English.

As a micro study, conclusion drawn may not be generalized



b. ANALYSIS AND INTERPRETAIONS

Table 01: Showing responses on preference of paint

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Berger paint 08 16

Asian paint 22 44

Shalimar paint 13 26

Nerolac paint 03 06

Others 04 08

Total 50 100

Graph 01: Graph showing responses on preference of paint

Berger paintAsian paint

Shalimar paintNerolac paint

Others

0

10

20

30

40

50

16

44

26

6 8

PREFERENCE OF PAINT

PE

RC

EN

TA

GE

Source: Survey Jun- 2014

Interpretation:

From the above, it is observed that 44% of respondents prefer Asian paint followed by 26% Shalimar paint. 16% of respondent prefer Berger paint, 6% respondent prefer Nerolac paint the remaining 8% prefer other variety of paints.

Inference:

It can be inferred that the highest preferred paint among respondents is Asian paint.



Table 02: Showing responses on awareness about Shalimar paint


Yes 28 56

No 22 44

Total 50 100

Graph 02: Graph showing responses on awareness about Shalimar paint

56

44

AWARENESS ABOUT SHALIMAR PAINT

YesNo

Source: Survey Jun-2014

Interpretation:

From the above, it is observed that 56% of respondents say they are aware about the Shalimar paints and 44% of respondents say they are not aware about the Shalimar paints.

Inference:

It can be inferred that the highest know Shalimar paint.



Table 03: Showing responses on awareness about Shalimar paint through media


News paper 09 18

TV Advertisement 18 36

Magazines 05 10

Friends 07 14

Others 11 22

Total 50 100

Graph 03: Graph showing responses on awareness about Shalimar paint through media

News paper TV Advertisement

MagazinesFriends

Others

0%

10%

20%

30%

40%

18

36

10 1422

AWARENESS THROUGH MEDIA

PE

RC

EN

TA

GE

Source: Survey Jun-2014

Interpretation:

From the above, it is observed that 36% of respondents know Shalimar paint from TV

Advertisement. 18% of respondents know Shalimar paint from News paper, 14% of respondents

know Shalimar paint from Friends, and 10% of respondents know Shalimar paint from

Magazines the remaining 22% of respondent know Shalimar paint from others.

Inference: It can be inferred that the highest number of customer are aware about Shalimar paint

through TV Advertisement.



Table 04: Showing responses on check the price of paints from alternative source


Yes 42 84

No 08 16

Total 50 100

Graph 04: Graph showing responses on check the price of paints from alternative source

84

16

PRICE OF PAINT

YesNo


Interpretation:

From the above, it is observed that 84% of respondents say yes that they check price of

Shalimar paint and 44% of respondents say they does not check price of Shalimar paints.

Inference: It can be inferred that the maximum customer check the price of paints from

alternative source.



Table 05: Showing responses on checking M.R.P (Maximum Retail price)


Yes 48 96

No 02 04

Total 50 100

Graph 05: Graph showing responses on checking M.R.P (Maximum Retail price)

96

4

CHECKING M.R.P

YesNo


Interpretation:

From the above, it is observed that 96% of respondents say they check M.R.P of the

Shalimar paint and 44% of respondents say they do not check M.R.P of the Shalimar paints.

Inference: It can be inferred that the highest number of customer checking M.R.P of the

Shalimar paint.



Table 06: Showing responses on satisfaction towards purchase of the product


Very satisfied 08 16

Satisfied 19 38

Neutral 09 18

Unsatisfied 05 10

Very unsatisfied 09 18

Total 50 100

Graph 06: Graph showing responses on satisfaction towards purchase of the product

Very satisfiedSatisfied

NeutralUnsatisfied

Very unsatisfied

0

10

20

30

40

16

38

18

1018

SATISFACTION ABOUT THE PRODUCT

PE

RC

EN

TA

GE

Source: Survey Jun 2014

Interpretation:

From the above, it is observed that 38% of respondents are satisfied with purchase of the

product, 18% of respondents are very unsatisfied and neutral about purchase of the product and

16% of respondents are very satisfied with the purchase of the products remaining 10% of

respondents are unsatisfied with purchase of the products of paints.

Inference: It can be inferred that the highest number of customer satisfaction towards purchase

of the product.



Table 07: Showing responses on duration of purchase of paint


1-3 Years 18 36

3-6 Years 11 22

6-9 Years 10 20

Above 10 Years 11 22

Total 50 100

Graph 07: Graph showing responses on duration of purchase of paint


Interpretation:

From the above, it is observed that 36% of respondents are buying Shalimar paint ranging

from 1-3 years, 22% of respondents are buying Shalimar paint ranging from 3-6 years and above

10 years and remaining 20% of respondents are buying Shalimar paint ranging from 6-9 years.

Inference: It can be inferred that the highest number of customer buying Shalimar paint ranging

1-3 years.


1-3 Years3-6 Years

6-9 YearsAbove 10 Years

05

10152025303540

36

22

20 22

DURATION OF PURCHASE

PE

RC

EN

TA

GE


Table 08: Showing responses on purchase influences


Land owner 05 10

Developer company 02 04

Dealer 11 22

Painter 17 34

Others 15 30

Total 50 100

Graph 08: Graph showing responses on purchase influences

Land owner Developer company

Dealer Painter Others0

5

10

15

20

25

30

35

10

4

22

3430

PURCHASE INFLUENCES

PE

RC

EN

TA

GE


Interpretation:

From the above, it is observed that 34% of respondents are influenced painter, 22% of

respondents are influenced dealer, 10% of respondents are influenced landowner, 4% of

respondents are influenced developer company remaining 30% of respondents are influenced

others..

Inference: It can be inferred that the highest painter purchasing the brand respondents is paint.



Table 09: Showing responses on reason for buying


Good quality 28 56

Fast setting time 10 20

Easily available 12 24

Others 00 00

Total 50 100

Graph 09: Graph showing responses on reason for buying

Good quality Fast setting time Easily available Others0

10

20

30

40

50

6056

2024

0

REASON FOR BUYING

PE

RC

EN

TA

GE


Interpretation:

From the above, it is observed that 56% of respondents buy because of good quality, 24%

of respondents buy because of easily available, 20% of respondents buy because of fast setting

time and remaining other respondents is no buying the paint.

Inference: It can be inferred that the highest number of customer’s reasons for buy because of

good quality.



Table 10: Showing responses on channels of buying


Through company 12 24

Wholesaler 13 26

Retailers 15 30

Distributors 10 20

Total 50 100

Graph 10: Graph showing responses on channels of buying

24

2630

20

CHANNELS OF BUYING

Through companyWholesalerRetailersDistributors


Interpretation:

From the above, it is observed that 30% of customers buy through retailer, 26% of

customers buy through wholesaler and 24% of customers buy through company remaining 20%

of customers buy through distributors.

Inference: It can be inferred that the highest number of customers buy through retailer.



Table 11: Showing responses on using Shalimar paints


Yes 23 46

No 27 54

Total 50 100

Graph 11: Graph showing responses on using Shalimar paints

Yes No42

44

46

48

50

52

54

56

46

54

USING SHALIMAR PAINTS

PE

RC

EN

TA

GE


Interpretation:

From the above, it is observed that 54% of respondents use the Shalimar paints and 46%

of respondents do not use the Shalimar paints.

Inference: It can be inferred that the more number of customer use the Shalimar paint.



Table 12: Showing responses on reason for using Shalimar paints


Fast setting time 09 18

Lower price 09 18

Good quality 21 42

Easily available 11 22

Total 50 100

Graph 12: Graph showing responses on reason for using Shalimar paints

Fast setting time

Lower price

Good quality

Easily available

0 5 10 15 20 25 30 35 40 45

18

18

42

22

REASON FOR USING SHALIMAR PAINT

PERCENTAGE


Interpretation:

From the above, it is observed that 42% of respondents use Shalimar paint because of

good quality, 22% of respondents use Shalimar paint because of easily available and remaining

18% of respondents use Shalimar paint because of lower price and fast setting time.

Inference: It can be inferred that the more customers use Shalimar paint because of good

quality.



Table 13: Showing responses on quantity of paint


1-5 kgs 15 30

5-10 kgs 18 36

10-15 kgs 05 10

More than 15 kgs 12 24

Total 50 100

Graph 13: Graph showing responses on quantity of paint

1-5 kgs5-10 kgs

10-15 kgsMore than 15 kgs

0

5

10

15

20

25

30

35

40

3036

10

24

QUANTITY OF PAINT

PE

RC

EN

TA

GE


Interpretation:

From the above, it is observed that 36% of respondents use 5-10 kg, 30% of respondents

use 1-5 kg and remaining 10% of respondents use 10-15 kg and 24% of respondents use more

than 15 kg.

Inference: It can be inferred that the most usage by consumer is 5-10 kg of Shalimar paint.



Table 14: Showing responses on compare Shalimar paints with other decorative paints

5 4 3 2 1 Total

Excellent 04 23 12 03 08 32.4

Good quality 14 11 15 04 06 34.6

Average 00 16 21 10 03 30

Poor quality 01 13 12 18 06 27

Calculation on weighted average:

Excellent: 4*5+23*4+12*3+3*2+8*1/5 = 20+92+36+6+8/5 = 162/5 = 32.4

Good quality: 14*5+11*4+15*3+4*2+6*1/5 = 70+44+45+8+6/5 = 173/5 = 34.6

Average: 0*5+16*4+21*3+10*2+3*1/5 = 0+64+63+20+3/5 = 150/5 = 30

Poor quality: 1*5+13*4+12*3+18*2+6*1/5 = 5+52+36+36+6/5 = 135/5 = 27

Graph 14: Graph showing responses on compare Shalimar paints with other decorative

paints

Excellent Good quality Average Poor quality0

10

20

30

4032.4 34.6

30 27

RATING ON FEATURE OF SHALIMAR PAINT

AV

ER

EG

E


Interpretation: From the above, it is observed that 34.6 averages of respondents say good

quality of the Shalimar paint, 32.4 averages of respondents say Excellent of the Shalimar paint,

30 averages of respondents say average of the Shalimar paint and remaining 27 averages of

respondents say poor quality of the Shalimar paint.

Inference: It can be inferred that the most number of consumer say good quality of the Shalimar

paint.



Table 15: Showing responses on overall satisfaction of Shalimar paint


Highly Dissatisfied 10 20

Dissatisfied 07 14

Neither satisfied nor dissatisfied 09 18

Satisfied 18 36

Highly satisfied 7 14

Total 50 100

Graph 15: Graph showing responses on overall satisfaction of Shalimar paint

0

20

40 2014 18

36

14

OVERALL SATISFACTION

PE

RC

EN

TA

GE


Interpretation:

From the above, it is observed that 36% of respondents are satisfied with Shalimar paint,

20% of respondents are highly dissatisfied with Shalimar paint, 18% of respondents are neither

satisfied nor dissatisfied with Shalimar paint and remaining 14% of respondents are highly

satisfied with Shalimar paint.

Inference: It can be inferred that the more number of customer are satisfied with Shalimar

paint.



Table 16: Showing responses on use/purchase Shalimar paint again

5 4 3 2 1 Total

Definitely 01 18 24 04 03 32

Probably 04 16 15 10 05 30.8

Might or might not 03 14 19 11 03 30.6

Probably not 00 16 19 10 05 29.2

Definitely not 02 17 14 12 05 29.8

Never used 03 03 23 13 08 26

Calculation on weighted average:

Definitely: 1*5+18*4+24*3+4*2+3*1/5 = 5+72+72+8+3/5 = 160/5 = 32Probably: 4*5+16*4+15*3+10*2+5*1/5 = 20+64+45+20+5/5 = 154/5 = 30.8Might or might not: 3*5+14*4+19*3+11*2+3*1/5 = 15+56+57+22+3/5 = 153/5 = 30.6Probably not: 0*5+16*4+19*3+10*2+5*1/5 = 0+64+57+20+5/5 = 146/5 = 29.2Definitely not: 2*5+17*4+14*3+12*2+5*1/5 = 10+68+42+24+5/5 = 149/5 = 29.8Never used: 3*5+3*4+23*3+13*2+8*1/5 = 15+12+69+26+8/5 = 130/5 = 26Graph 16: Graph showing responses on use/purchase Shalimar paint again

Definitely Probably Might or might not

Probably not

Definitely not

Never used0

10

20

30

4032 30.8 30.6 29.2 29.8 26

EXPECTED PURCHASE

AV

ER

EG

E


Interpretation:

From the above, it is observed that 32 averages of respondents expected purchase

definitely, 30.8 and 30.6 average of respondents expected purchase probably and might or might

not, 29.8 and 29.2 average of respondents expected purchase definitely not and probably not, and

remaining 26 averages of respondents expected purchase never used.



Inference: It can be inferred that the most number of consumer is expected purchase definitely.

Table 17: Showing responses on USP of Shalimar paint


Quality 23 46

Quantity 10 20

Content 10 20

Price 7 14

Total 50 100

Graph 17: Graph showing responses on USP of Shalimar paint

QualityQuantity

ContentPrice

05

101520253035404550

46

2020

14

USP OF SHLIMAR PAINT

PE

RC

EN

TA

GE


Interpretation:

From the above, it is observed that 46% of respondents say Shalimar paint is linked for

its quality, 20% of respondents say Shalimar paint is linked for its quantity and content and

remaining 14% of respondents say Shalimar paint is linked for its price.



Inference: It can be inferred that the USP of Shalimar paint is quality.

Table 18: Showing responses on purchase the product


During the festival 19 38

During the Celebration 13 26

Others 18 36

Total 50 100

Graph 18: Graph showing responses on purchase the product

During the festival

During the Celebration

Others

0 5 10 15 20 25 30 35 40

38

26

36

PURCHASE THE PRODUCT

PERCENTAGE


Interpretation:

From the above, it is observed that 38% of respondents are purchasing Shalimar paint

during festival, 36% of respondents are purchasing other during occasions and remaining 26% of

respondents are purchasing the during celebrations.



Inference: It can be inferred that the more number of customers are purchasing Shalimar paint

during festival

FINDINGS

The highest preferred paint among customers is Asian paint.

(Ref: Table and Graph 1 page 36)

The highest number of customer’s awareness about Shalimar paint.


The highest number of customer aware about Shalimar paint through TV Advertisement.


The maximum customer checks the price of paints from alternative source.


The highest number of customer checking M.R.P (Maximum Retail Price) of the

Shalimar paint. (Ref: Table and Graph 5 page 40)

The highest number of customer satisfaction towards purchase of the product.


The highest number of customer duration of purchase the Shalimar paint.


The highest painter purchasing the brand of the Shalimar paint.


The highest number of customers reasons for buy because of good quality.


The highest number of customers channels of buying through retailer.


The more number of customers use the Shalimar paint.




The more customers use Shalimar paint because of good quality.


The most usage by consumer is quantity of Shalimar paint.


The most number of consumers say good quality of the Shalimar paint.


The more number of customers are satisfied with Shalimar paint.


The most number of consumers is expected purchase definitely.


The USP of Shalimar paint is quality.


The more number of customers are purchasing Shalimar paint during the festival.




SUGGESTION:

From the findings it is suggested that,

♦ Company should focus on improving customer satisfaction through future marketing

strategy. (Ref: Finding – 01)

♦ Company should first concentrate on creating brand awareness to the customers like

Architects, civil engineers, painting contractors and Painters. (Ref: Finding – 02)

Company should more concentrate on promotional activities like placing Hoardings and

boards of its products. (Ref: Finding – 03)

♦ Company can give customer a credit facility for their payment of bills so that they will

have a long lasting relationship with them. (Ref: Finding – 04)

♦ To make aware of the products of the company to the end users like industries, the

company should send its broachers and free samples. so that they can make aware of the

products available (Ref: Finding – 06)

♦ Company can give some promotional offers to their loyal customers so that they can

maintain a long lasting relationship. (Ref: Finding – 07)

♦ Company should make some meetings to its customers like Painters and contractors so

that they should feel that they are loyal to the company. (Ref: Finding – 08)

♦ Company should concentrate on its promotional activities like providing shelf’s space to

its products in paint shops. (Ref: Finding – 09)

♦ Company should give high margin on sales to its retailers as compare to the competitors.

I.e. company can come up with push strategy. (Ref: Finding – 14



c. CONCLUSION

From the analysis, it can be concluded that;

The delivery of Shalimar Paints products are not made on time and in full quantity. The

company is not conducting any promotional activities for promoting Shalimar Paints. Some

customers were asking for credit facility for the payment of bills. Some consumers were saying

that they buy only industrial products because it is strongly recommended by carpenters/

contractors. So it can be conclude that the company has to first educate its customers about

Shalimar Paints product and its applications which are having better advantage over others.

The company is lagging in its distribution of Shalimar Paints product in some areas,

which made some retailers to sell competitors product. Customers prefer to purchase from

particular suppliers only because of availability, which depends on efficient distribution. The

consumers are more interested in buying Shalimar Paints through retailers only. Consumers buy

only Shalimar Paints because the emotional attachment which they are having with the product.



d. QUESTIONNAIRE

Dear sir/madam,

I, VISHAL P NAIK 4thsemester MBA student of (TOCE, Bangalore) doing a project titled ““A

Study on Shalimar Paints marketing Strategy in Bangalore and strategy to increase the

share”. I would kindly request you to spare some time on answering the questions below.

Name (Optional):

Age:

Sex:

E mail:

Contact no:

1) Which is the following company paints did you prefer to choose?

( ) Berger paint ( ) Asian paint ( ) Shalimar paint

( ) Nerolac paint ( ) Others

2) Do you know Shalimar paint?

( ) Yes ( ) No

3) How do you come to know about the Shalimar paint?

( ) News paper ( ) TV Advertisement ( ) Magazines

( ) Friends ( ) Others



4) Do you check the prices, of paints you buy, from alternative sources?

( ) Yes ( ) No

5) Do you check the M.R.P. (Maximum Retail Prices) before buying the products?

( ) Yes ( ) No

6) How long have you been purchasing?

( ) 1-3 Years ( ) 3-6 Years ( ) 6-9 years

( ) Above 10 years

7) Who are the main influencers that suggest what brand of paint to use?

( ) Land owner ( ) Developer company ( ) Dealer

( ) Painter ( ) Others

8) Do you have any Reason for buying more?

( ) Good quality ( ) Fast setting time ( ) Easily available

( ) If others, specify..........................

9) Through which channel you are buying the Shalimar Paints?

( ) Through company ( ) wholesaler ( ) Retailers

( ) Distributors

10) Why you are using “Shalimar Paints”?



( ) Fast setting time ( ) Lower price ( ) Good quality

( ) Easily available

11) How much quantity you are most prefer to buy?

( ) 1-5 kgs ( ) 5-10 kgs ( ) 10-15kgs

( ) More than 15 kgs

12) How do you compare “Shalimar Paints” with other Decorative Paints?

1 2 3 4 5

Excellent

Good quality

Average

Poor quality

13)Which season do you purchase this product?

( ) During the festival ( ) During the Celebrative

( ) Others.........

14)Overall, how satisfied are you with the Shalimar paint?

( ) Highly dissatisfied ( ) Dissatisfied ( ) neither satisfied nor dissatisfied

( ) satisfied ( ) Highly Satisfied



15)How likely you to use/purchase Shalimar paint again?

1 2 3 4 5

Definitely

Probably

Might or might not

Probably not

Definitely not

Never used

16)What do you like about Shalimar paint?

( ) Quality ( ) Quantity ( ) Content

( ) Price

17)Yours opinion about our Shalimar paints



Thank you……

e. BIBLIOGRAPHY

Principles of marketing, Philip kotler, Gary Armstrong, Pearson/ 12th edition.

Business research methods- William G Zikmund-Thomson, 7th edition, 2003

Consumer behavior – Leon Schiff man, Leslie Lazar Kanuk- Pearson, 8th edition

Industrial marketing, Robert R Reeder & Reeder- PHI

WEBSITES:

http://www.shalimarpaints.com/aboutus.html

http://www.shalimarpaints.com/aboutus_mission.html

http://www.shalimarpaints.com/aboutus_mfd.html

http://www.shalimarpaints.com/aboutus_csr.html

http://www.shalimarpaints.com/investor_financial_share1.html

http://www.shalimarpaints.com/investor_financial_main.html

https://www.google.co.in/search?

newwindow=1&site=&source=hp&q=marketing+strategy&oq=marketing+&gs_l=hp.3.2.

0l10.104628.108361.0.111716.10.7.0.3.3.0.535.2031.0j3j1j0j2j1.7.0...0.0...1c.1.9.hp.CLs

oi8SbCY0



https://www.google.co.in/search?

newwindow=1&biw=1366&bih=667&q=mckinsey+7s+framework+ppt&oq=mckinsey+

7s+framework+ppt&gs_l=serp.1.0.0l2j0i22i30l4.20047.21067.0.23053.4.4.0.0.0.0.1804.2

967.0j1j4-1j1j8-1.4.0...0.0...1c.1.9.serp.ZCpIaXEsmbo


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