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Market Research on Paint Industry

Market Research on Paint Industry

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Published by: Arpita on Nov 23, 2008
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Market ResearchTeacher-in-charge: Prof. Varalaxmi
Presented by:
Rahul Asher – Roll No.Alafiya Attari – Roll No.Kshama Chappkhanawalla – Roll No.Rishabh Khicha – Roll No.34Dikshita Shukla – Roll No.55
 
Kansai Nerolac
 
Research Objective
The purpose of collecting the attached primary data has been to determine the capabilityof the company to streamline its communications with its sole/multi-brand dealers and itscustomers. Its ability to do so has been reflected in the congruence or lack of it in theresponse gathered from each of the above mentioned parties and the company. Similarly,we also intend to analyze the rapport and perception that the customer has formed withsole/mutli-brand dealers.Therefore the objective of the project is solely to measure the overall communication process of the company, its representatives and the end consumer on several parameters.
Company Vision & Strategy
The company vision is very clearly spelt out to all its employees, however it has not have been communicated to the surveyed dealers
“It is our vision to leverage global technology for serving our customers with superior coating systems built on innovative and superior products & world class solutions to strengthen our leadership in industrial coatings and propel leadership in architectural coatings to delight all our stake holders”
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 Kansai Nerolac Company Vision
From the feedback obtained from the company they are following an umbrella brandingstrategy. As far as the interior decorative paints segment is concerned, they plan to targetvarious price-points by providing a wide basket of products in the same segment. Thiscan be illustrated from the range of products listed below:PRODUCT RANGE1.Water-based Paintsa.Emulsionsi.Nerolac Impressions – 24 caratii.Nerolac Impressions - Metallic
 
iii.Nerolac Impressions - Disneyiv.Nerolac Beauty - Premiumv.Nerolac Beauty Silky Smoothvi.Nerolac Beauty – Beauty Finish b.Distempei.Beauty Premium Acrylic Distemper ii.Beauty Acrylic Distemper iii.Beauty Oil Bound Distemper 2.Solvent-based Paintsa.Lustrei.Nerolac Pearls Lustre Finish b.Enameli. Nerolac Synthetic Enamelii. Nerolac Satin Enameliii.Impressions Hi- Performanceiv.Goody Synthetic Enamelc.Flat Oili.Nerolac Synthetic Flat Oil Interior Paint

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