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Paint industry has shown a rapid growth in the last year 2008-2009, and since then there has been a decreasing growth in the industry. Asian Paints – one of the largest paint companies in India, which has shown a tremendous growth since its establishment, liberalization. This is an

achievement, achieved by careful planning a following firm procedures set by the company management. Asian is qualitative company with strict rules and regulations. All the planning takes place at the central office Mumbai. Each Asian paint production center has a distinguished packing so that by looking at the drum or cartons the plant identification become easy to the godown incharge. The company has a excellent distribution network which is the prime reason for its success followed by marketing plans. The company has a full fledge research of development function, whose aim is develop and present new products every year.


The price and selection of target is also done to protection. Considering the promotional part Asian Paints employed Ogilvy and Mather to attract the customers. Asian Paints has developed many brands and which have well penetrated in the minds of customers. Ex: Apcolite, Apex, ACE, etc., And Asian Paints was the first to enter with manual color dispensing concept which took off with the advent of computers, Asian is not lacking behind in this they have developed “Colour World” for the consumers with 1150 shades to be selected from. The study of my topic is “Customer Awareness” with reference to Asian Paints India Limited. And Advertising, sales promotion, personal selling, public relations, and publicity are the customers awareness programs to be conducted by the company.


ACKNOWLEDGEMENT A project of this nature calls for intellectual , professional help and encouragement from many quarters .Research project constitute the important of any management education programme. A management graduate has to quite frequently do the project work during his or her career plans.

This idea of Research Project has been conceived as part of 4th semester of PGDM programme at the “ SCHOOL OF MANAGEMENT SCIENCES “ Lucknow on the topic of “ Customer Awareness with respect to Asian Paints “.

Abhishek Kumar Sankrit (School of Management Sciences , Lucknow)


Chapter 1

Asian Paints is India's largest paint company and ranked among the top ten Decorative Coatings Companies in the World with a turnover of INR 54.63 billion. Asian Paints along with its subsidiaries has operations in 18 countries across the world and 26 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints-Egypt, Asian Paints, Apco Coatings and Taubmans.

Asian Paints aims to become one of the top five Decorative coatings companies worldwide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the Industrial coatings business through alliances with established global partners.

Environment and Safety

Mr. P M Murty MD & CEO Asian Paints approaches the environment issue from the perspective of waste minimisation and conservation of resources. Thus, the continued attempt is to reuse, recycle and eliminate waste, which results in less and less waste being generated. Accordingly, our material losses in manufacturing have been reduced substantially over the last few years. Further, the company's four paint plants and the two chemical plants have the ISO 14001 certification for environment management standards. The company's latest


manufacturing facility which is situated at Sriperumbudur near Chennai will be certified for ISO 14001 in this financial year 2006-07. All our paint plants have achieved 'zero industrial discharge' capability. This has been achieved by the installation of upgraded effluent treatment facilities and installation of reverse osmosis plants in conjunction with appropriate recycling and reuse schemes. Our emulsion manufacturing facility has also achieved 'zero waste' status. We have adopted the principles of "green productivity". Some of our innovative schemes which enhance green productivity are dealer tinting systems which has resulted in large batch sizes ; bulk storage facility for monomers which reduces wastage; Use of natural gas which is a cleaner fuel ; solvent recovery plants have been set up which has resulted in zero reduction of solvent disposal ; Improved incinerating systems and reverse osmosis.

Safety at its best The company has made significant investments in the area of safety over the past several years. It's steadfast commitment to safety is reinforced by the fact that four of Asian Paints plants were conferred with the 'Sword of Honour' by the British Safety Council for the second time in quick succession. The British Safety Council is the world's leading occupational health, safety and environmental organizations, working closely with the world's leading companies in developing safe systems for work. The "Sword of Honour", instituted by the BSC, is recognized the world over as the pinnacle of achievement in safety management systems. CII national conservation awards Another recognition received in FY 2006 was the CII (Confederation of Indian Industries) Award for National Energy Conservation received by the Ankleshwar and Patancheru plants. The award function was held at Vigyan Bhavan, New Delhi, where the Ankleshwar facility in the state of Gujarat was honored with the second prize, while the Patancheru plant in Andhra Pradesh received a certificate of merit. The awards were presented by His Excellency, the President of India, Dr. A P J Abdul Kalam. The CII Award for National Energy Conservation is yet another testimony of Asian Paints commitment towards the continual improvement in our work process to help the environment through the manufacturing excellence programme.


7 . Asian Paints Industrial Coatings Limited has been set up to cater to the powder coatings market which is one of the fastest growing segments in the industrial coatings market. which was also listed on the Singapore stock exchange. a presence in over 35 countries and an impact on the lives of over a billion people. Over the years Berger expanded its operations across oceans. to cover numerous geographies. Few companies can claim of a history of consistent growth for over two and a half centuries . this is not surprising. Middle East. who perfected a new process for making Prussian Blue the colour of most military uniforms then. Asian Paints operates in Australia.Group Subsidaries Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Tonga. In November 2002. Caribbean and South East Asia. In 1994. BIL became a part of the Asian Paints Group. the name of Berger is synonymous with quality and innovation. And considering that the company celebrated 50 successful years in the region recently. BIL has presence across three regions viz. Solomon Islands and Vanuatu under the brand name of Apco Coatings. Fiji. Berger does that with elan. Ever since it was founded in England in 1760 by Lewis Berger. Berger has never looked back. In the Caribbean region. Berger is a household name. Today. Berger units were brought under the single umbrella of the holding company 'Berger International Limited (BIL)' with headquarters in Singapore.

SCIB Paints today is a reputed name and ranks amongst the top five paint companies in Egypt. In the Middle East too Berger is a well-respected brand.Incidentally. became a part of the Asian Paints family in September 2003. Founded in 1979. is amongst the top ten companies in the country in terms of market capitalisation. USA with 50:50 equity sharing was established in March 1997 with the objective of providing solutions to the paint requirements of Indian Automobile manufacturers. In South East Asia Berger enjoys a fine reputation and has operations in Singapore and Thailand. Taubmans Paints Fiji. Using its state-of-the-art manufacturing facilities there. it exports to countries in the Commonwealth of Independent States. Asian PPG Industries Limited. one in Suva (Fiji) and the other in Samoa. which is listed on the Jamaican stock exchange. It has two manufacturing facilities. SCIB Paints became a part of the Asian Paints group in August 2002. and in United Arab Emirates. Gulf Cooperation Council and Africa. the fourth largest paint company in Fiji. Inc. a joint venture between Asian Paints (India) Limited and PPG Industries. It is the largest paint company in Bahrain. The joint venture brought together two leading companies with strengths in technology. Berger Paints Jamaica Limited. 8 . manufacturing and customer insight. Taubmans Paints is the dominant player in the project sales segment in the country and is a leader in the neighbouring Samoa Islands.

Forbes Global magazine. Received the Ernst & Young "Entrepreneur of the Year .Top Companies Report of Asia's leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005.Manufacturing" award in 2003. Ranked 24th amongst the top paint companies in the world by Coatings World . 9 .Awards & Recognition Awarded the "Sword of Honour" by the British Safety Council for all the paint plants in India. USA ranked Asian Paints amongst the 200 'Best Small Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms' of Asia in 2005. This award is considered as the pinnacle of achievement in safety across the world. The Asset .

Paint is a mixture of four elements. and enable it to be brushed on a surface Binders Which hold the paint together.  Solvents  Binders  Pigments  Additives  Solvents Which give a paint its flow. as well bind it to the surface that is painted. Pigments 10 .PAINTS – THE COLOUR OF OUR LIFE (A PROFILE) What is Paint? Basically. thus giving its property of durability.

Additives Which give paint special properties such as resistance to fungus. Premium Medium Economical Apcolite Royal Acrylic Emulsion.Which give paint its colour and opacity. Apcolite Super Acrylic Emulsion. rust . Super Decoplast. Paints can be distinguished as EMULSIONS : These are water based paints Acrylic Emulsions are extremely durable and give wall silky and smooth finish. they offer good value for money as they are durable.. 11 . Distempers are economically priced. They washable and easy to maintain. Eg: Asian Paints offers three brands to choose..etc. DISTEMPERS: These are also water based paints but their binders may be very natural or synthetic.

ENAMELS: It provide the best coating for metals they are tough. Eg: Asian Paint has  Apcolite luster finish. It also has a reasonable life if in areas where monsoon is not too heavy.Eg: Asian Paints has Tractor Acrylic washable Distemper. durable. LUSTER AND MATT FINISHES: These are solvent based paints are extremely durable.  Apcolite synthetic matt finish. 12 . EXTERIOR FINISHES: For exterior cement paint is mainly used as it is economical. glossy in finish. Enamels protect from corrosioin. The smooth shiny look lasts for years. Eg: Gattu cem. The former gives a gloss egg shell finish while matt finishes have a dead matt finish. Tractor washable Synthetic Distemper.

Eg:  Asian Metal Primer. FILLERS / PUTTIES: It is used to fill up the crises or any unevenness to ensure that the finish coat gives a smooth surface. Eg:  Krilo 13 . AUTOACQUER: It is NITRO CELLULOSE paint for auto finishing. PRIMERS: Primers are usually the first coat applied on a surface it is meant to prepare the surface for painting.  Woodorite Primer.Eg:  Apcolite Synthetic Enamel.  # mangoes Synthetic Enamel. It offers protection to the paint.

 Apca  Aspa 14 .

Unheard in the industry so far. The paint industry has come to the recognition as an important sector in the national economy in producing industrial coating and decorative paints. The decreasing growth rate has made the paint companies to woo customers aggressively. Decorative paints available in wide range of While combination account for 70% of the coatings total production. foreign trips for selling even 15 . The Indian paint industry is at the crossroads. All most all-major paint companies have expanded or are expanding its capacity substantially. Since then the Indian paint industry has made substantial progress. That large number of paint manufacturing units was set up in India.PAINT INDUSTRY IN INDIA Foundation for paint was laid in the year 1902 with the setting up of Shalimar Paints in Calcutta. Most companies have increased their discounts to their dealers to unimaginable level dealers are offered higher credit levels. With demand rising slowly competition is becoming increasingly intense. It was during the and after the World War II. This rate is diametrically opposite to the trend in the industrialized countries where industrial paints account for 70% and Decorative paints for the balance of 30%. industrial paints share the balance of 30%. The customer is being offered 10% rebate in most products. flexibility in payment.

 Decorative or Architectural finish paints. Medium.  Protection of Food and Beverages in metal cans. Economy etc. CATEGORIES Paints are classified into two broad categories. IMPORTANCE Generally paints and coatings are applied to products to protect them from  Emnvironmental Corrosion. The increasing competition to offer solutions through technology has made all the paint make as offer a large number of shades through computerized colour dispensing system.  Industrial Paints.. Enamels.  Improve aesthetic appeal. 16 .low value products and the like. emulsions etc.  Price: Premium. Decorative or Architectural finish paints: This market can be further segmented on the basis of the following  Customer types : Institutional / retail or domestic use  Product features / categories: Distempers.

Decorative Paints used in buildings include distempers. Interior Paints makeup of the segment. emulsions. Cement pains and Wood finishes.  Automotive paints. decorative paints dominate with the share of 75% of the total paints consumed while in developed countries Industrial paints have a share of 50 – 70%. These paints are by medium technology and hence the unorganized sector 17 . synthetic Enamels. In India.Industrial Paints: This market can be further divided into the following four sub segments depending on the end user profile. PLAYERS IN DECORATIVE PAINTS In decorative paints Asian Paints dominates with a 37% market share and number two player Goodlass Nerolac has a market share of 14%.  Marine Paints.  Powder Paints  High Performance coatings  Other general industrial finishes. The rest is made up of exterior paints mainly cement paints.

These are technology intensive and hence the presence of the unorganized sector is very limited. 18 . INDUSTRIAL PAINTS Industrial paints include automotive paints (original auto manufactures and refinishes).S and 1. the companies have passed on the duty reductions as price cuts.has a major share. However the progressive reduction of the excise duty from 40% in 93-94 to 18% in 96-97. Powder coatings marine paints high performance coatings and special purpose finishes. A recent estimate that over 2400 companies are in unorganized sector. In fact. there is no presence of the unorganized sector in the original paints. This can be explained by the fact that to bag an order from automobile manufacturer collaboration with a well known foreign paint company is a must Goodlass Nerolac is an un disputed leader n industrial paint. leading low consumption of paints in India. However the per capita consumption of India is still a merge of . Till early 90’s paints were treated a s luxury items by the governments this resulted in higher excise duty and higher end prices.2 kg in Thailand.5 kg compared to 26 kg in U.

With a view to emphasing the importance of protection through painting the Indian paints Association (IPA) had brought slogan in 1995 “Paint and Protect”. 19 . 5000 crores p. This slogan is popularized through various communications however a lot needs to be done to reach the millions of customers effectively.a.As already mentioned paints were viewed as luxury item by many even today. The government interest to protect all surfaces is also low and the loss due to corrosion is estimated to be over Rs.  Advent of Computerized Colour Dispenser  Sudden increase of Exterior Market. DEVELOPMENTS IN VARIOUS SEGMENTS Two significant developments took place in the last three years in the decorative paints segment. By the central Electro chemical Research institute at Karaikad. Tamilnadu. Their productive value is not under stood and repainting is limited and if ever done is once in 7 – 10 years.

In 1995 Jhenson and Nichelson. And started installing them at dealer shops with the support of TIKKURILA of FINLAND. In the year 1997-98 has 20 . Asian Paints brought in the manual colour dispensing concept in 1998 and offered 151 shades through it.Colour Dispenser: Traditionally companies used to supply pre mixed shades to dealers who in turn offered to their customers. the 5th ranking company in the industry. Additional shading requirements were catered by providing colours as per the demand after mixing the bases with strainers through colour dipencer other companies followed it soon and Goodlass Nerolac introduce ed 301 shades under the same concept. pioneered the concept of CCD. Today Berger Paints. This was the first salvo in offering in variety of shades. is the 2nd Company to enter this system offering 5000 shades a clear indication of the trend. This concept took off and Asian Paints went about establishing 2000 colour corners which would stock the 151 shades. The concept is similar to that of the manual colour dispenser except that the dispensing is automatic pre decided formula registered in the computer and the shades are offered instantly shops to customers.

In 1999 Nerolac introduced EXCEL in the category and offered qualitative product at low material cost. But the real change has be thought by Asian Paint through APEX – its 100% exterior paint market has started growing exponentially. 21 . CCD or it is called “AUTO COLOUR DISOENCER” have helped the dealers to reduced their inventories offer a large variety of shades instantly. EXTERIOR MARKET The second development is the introduction of the 100% Acrylic Exterior Paints and the focus of major companies on the Exterior Paints market. Today around 1000 dealer shops are installed this concept. consistently and accurately. The main offered were cement paints in India.seen the introduction of the concept by the two giants. Traditionally. Consumer have also benefited by this concept as the shopping environment has changed dramatically with the advent of CCD. Both Apex and Excel have propelled the exterior paints growth by over 60% in 2002 and the trend is expected to continue for at least of three more years. Asian Paints and Nerolac. the exterior paint market was catered to by KILLICK NIXON and several other small players.

in collaboration with VAISPAR CORPORATION of U. A typical paint 22 . Berger. solvents and additives which the raw materials can be classified into four categories. Asian Paints also followed it up with a similar tie up with LML for its scooters. Asian. in India also the concept of taking care of the complete painting job has been under taken by paint companies. formation consists of over 500 input materials. big construction projects. As practiced in western countries. Nerolac dominates this segment due to their international collaborations and high quality range of products. airports. resins.A major development in 1997-98 was the “Pay by scooter / car” concept by companies.S. Higher performance coatings is another rapidly growing segment which is used at fertilizer / sugar plants. POWDER COATINGS The other “industrolycoat powers”.. PAINTS DEFINED Technically paints can be defined as a homogenous fluid made from our ingredients namely pigments. Goodlass Nerolac has commenced this concept with Mahindra cars by managing the entire paint shop and being paint on the basis of per painted cars.

DECORATIVE PAINTS  Managing logistics  Managing input costs  Focus on rural markets and viewers segments  Strong marketing and brand equity  Quality and technology INDUSTRIAL PAINTS  International technology  Consistent quality  Customers service  Competitive price  Continuous innovation.Pentaerythrill Together these constitute 40-50% of the total raw material dependent on the category of paints. 23 . To conclude the following are the critical factors in success in decorative and industrial paints.However the key raw materials are Pigment:.Titanium dioxid Resins:.PAN.

2. 10. 50 ml Distemper Emulsions 20. 20. 1 kgs. 10. 1 liters 500. 24 . So that the work of the godown in charge becomes easier in recognizing the tins from which plant they have come. 10. 5.PACKAGING Asian Paints has four production plants and each has four distinct packing pattern. 100. 1 liters. 4. 4. 200. The packing is as follows Ankleshwar Bhandup Patancheru Kasna And the products are packed as Enamels 20.

tins are given below. Alphabets p as label indicate Patacncheru plant Drums have two brands on the top. drums. Patacncheru plant a. 25 . Ankleshwar plant  All liter number will be four digit starting from 2001. Alphabets B as label indicate Bhandup plant 3. a. Cartoons will not be Blue in colour. one dotted line. Bhandup plant 1. All liter number will be four digit starting from 1001. Drums will not have any brands on the top side 4. Cartoons green in colour. 2.PLANT IDENTIFICATION Plant identification marks for cartoons.  Alphabets A as label indicate Ankleshwar plant  Drums have one brand on the top side  Cartoons will red in colour. c. b. All liter number will be four digit starting from 3001.

However non price factors have become more important in buyer choice behavior in recent decades. 2. 26 . Alphabets K as label indicate Kisna plant Drums have one brand with three dots with nine alternatives. 3. Price has ben the major factor in affecting buyer choice.  Dealers price list  Maximum price list. With respect to Asian Paints there are two price lists. Cartoons are brown in colour. PRICING In the narrowest sense price is the amount of money charged for a product or service . This is still true in poorer nations. All liter number will be four digit starting from4001.Kasna plant 1`. among poorer groups and with commodity products. 4.

The company operates at a very low over due outstanding rate. If written in equation DPL = trade discount 3% + Additional trade discount of 3% + Cash discount of 5%.additional trade discount 3% . Maximum Price List: MPL = consists of dealers price list – trade discount 3% . additional trade discount of 3%. Thus it can be said that the company has very stringent rules regarding the credit given to the discount 5% + local tax. 27 .Dealer price list: It is applicable to dealers and consists of their trade discount of 3%. cash discount 5%. Those dealers who has regular payment of performance are benefited largely by cash discount and those dealers whose payment is not regular do not get products.

The advertisement activities are given to OGILVY AND MATHER who has designed the advertisements as shown and partly by contract ad agency. Asian Paints promotional activities consists of advertisements. point of purchase. TARGET GROUP According to the information provided by the company personnel the target group differs from product to product.PROMOTION Modern marketing call for more than just developing a good product pricing attractively and making it available to the target customers companies also must communicate to their customers and what they communicate should not be left to chance. painters schemes. Eg: Utsav Distemper Royal rural (chunna and distemper) middle income group higher income group 28 . schemes.

besides publishing informative brochures for all its products. The company’s mascot “Gattu” created to give an ethnic touch has almost become synonymous with the generic product. Today the company is not just a leader in the paint industry but sells twice as much paint as any other company in India.FACTORS BEHIND SUCCESS OF ASIAN PAINTS Asian paints was founded in 1942 as a small Indian partnership firm at a time when the paint industry was fiercely competitive. Two marketing breakthroughs propelled the company to leap into the decorative segment. 614 crores and 38% share of the organized paint market Marketing Strategies The success of Asian Paints is primarily attributed to marketing acumen. Asian paints captured to the top position in the decorative paint segment. The result was that in 1967. The company has made excellent use of the electronic and print media. in particular responding to the customers unmet need. The first was the introduction of smaller sized cans into the market where the paint was sold in bulk. The second was a dealer expansion thrust to reach out to end customers and offering them quality paints which were hitherto available to them in the urban areas only. These two steps meant going beyond selling paints and. In 1994-95 the company had a turnover of Rs. 29 .

Critical Success factors – Distribution The marketing success of Asian Paints was based on the realization that the semi-urban was untapped and the small consumer neglected. metal. wood and plastic finishes. the network with 17. more efficient management of supplies. the company has gone in for computerization at the branch and the depot level. decorative paints are usually classified as wall. or undercoats. The use of the IT has meant faster flow of information. From small towns Asian Paints moved to reach out to the metropolitan market. All branches and 45 depots across the country are connected to the four plants and the Product Management Group at the Head Office through the VSAT. To reach those consumers in small town. Width of Product Line Based on the surface on which they are applied. Today. industry or household segments. Use of Information Technology To strengthen the distribution network. and better inventory control.000 retailers across the country is making the company responsive to a large customer base. bus body. the company built a broad distribution network across the whole country. Their end use could be in the sign board. varnishes. The products could be emulsions. enamels. 30 . automotives.

Gattu  Packet Distemper : Utsav  Wooden Surfaces : Touch Wood. Chlorinted Rubber finishes.Asian Paint has offered brands in all possible applications. viny I & Polyurethane Systems. Apex (Quality I). 31 . Apcolite Natural Wood finish  Cement Paint (external) : Gattu Industrial Segment  General Industrial Finishes : Apcolite (Hammerton Finish)  Other Industrial Products : Expory Coatings.) Royale (premium category)  Plastic emulsion Paint (Interiors / Exteriors) : Decoplast (Quality II). For instance:  Synthetic / Acrylic Washable Distempers : Tractors  Acrylic Emulsion : Apcolite (Quality I. Silkwood.  Synthetic Enamel : Apcolite.

Automotives  Kirlo – an Acrlic Paint. Through this move. Aspa – an Allkyd. Apca – nitro-cellulose based Paint. Primers  Asian Metal Primer Redoxide  Tractor Redoxide Primer for Metal  Woodrite for Wood Substrate  Decorative – Cement Primer TECHNOLOGY TIE-UPS The company has a technical collaboration with PIG of the UDS and Nippon Paint Co. Japan for the manufacture of automotive paints. anti-corrosion paints and high-tech resins(that serve as raw materials). powder coatings. Asian Paints remains a step ahead because companies like Deawoo and General Motors that use PPG paint overseas are likely to source their automobile paint requirements from Asian Paints. and coil coatings. Technical inflows ( From Sigma Coating of the Netherlands) have also added to manufacturing capabilities in the areas of heavy-duty marine coatings. 32 . autocare. thus ensuring that product quality even in sophisticated items match international standards.

The company also exports its to the Middle East. It can satisfy customers’ desires to provide a wide variety of brands under a single umbrella or family name. The overall marketing strategy adopted by Asian Paints for this distemper is now detailed. Tonga and the Soloman Islands. South East Asia and Europe. Asian Paints introduced the brand called “Utsav” as a long term strategy to penetrate the rural market. Asian Paints strategy to penetrate into the hitherto unexplored distempers market was a similar move.Product line Extensions As stated earlier under conceptual issue. New Market Penetrations The search of new markets and overseas opportunities has led the company to neighboring Nepal and the distant South Pacific Islands – Fiji. loss-risk way to meet the needs of various customer segments. line extensions. which was a departure from its earlier strategy of concentrating on higher-end products. 33 . Launch of low priced brand as growth strategy In late 1992. as a part of marketing strategy is a low-cost.

34 . hawked in a brand band of Rs. that to overcome this phase of stagnation. it had to penetrate new markets and real volumes would come only be converting consumers using limewash. Asian Paints realized.2%. 105 per liter ( e. 3 to Rs. dry distempers and lime ash. besides reaping it the “first mover advantage“ among the major producers of the paint industry. At the very top end are [premium emulsions priced at about Rs. Nerolac. All the company need was new paint to penetrate into this segment. 170 per liter/kg (which comprise brands like Royale and Velvet touch).Entry into the low end distemper market The Rs. Apcolite. Dulux and Rangoli). 40. 155 to Rs. 90 to Rs. There was a huge untapped market at the lower end which no organized player had attempted to tap. 25. Reason for entry Around 1991 a recession in the user industries and hike in the excise rates had slowed the industry growth rate to 2. dry distemper. This would also expand the market base. next are the synthetic emulsions at the range of Rs. cement paint or other local painting methods into branded paint uses. 33 and Rs. This comprised largely packet distempers. and at the base is the distemper segment (with Asian Paints Tractor) between Rs. 2047 paints market has a pyramidal structure.g.

35 .Barriers to Entry  No data on market size.  Consumer preferences heavily influenced by regional cultures. lifestyles. Dilkash and Lakmi. which filled the aspirational value slot.  Unorganized sector brands were priced low and offered heavy dealer discounts to push their brands.  Regional brands.  National players / Market leader risked losing premium image and quality association by entry into this low priced segment. on the distemper market. hence the market was fragmented. e.  Dominance of packet distemper brands. etc. had an established clientele..g. consumer buying habits.  Servicing a huge semi-urban and rural market would entail huge upfront investment. many in number.. with returns not assured.

3-25 ).Company specific problems / Disincentives  Large price differential between the company distemper brand Tractor (Price Rs. financial and marketing strength to sustain investment pressures  Core competence in paints.  Danger of eroding Tractor’s equity if a low price variant is introduced. 36 . which had a poorer finish resulting in customer dissatisfaction.  Threat of substitution of the higher period Tractor brand by the cheaper one by the painter. wide variety and well-developed R & D. 45 ) and the unorganized sector’s products (Rs.  Company regarded as a quality-produce maker.  Market leader. The Company’s Competitive advantage  High degree of awareness about the company among the target market constituents.  Wide dealer network and good information base about different markets.

especially interiors. (b) Product and Price The company realized that it would have to develop a brand that would offer “Value for Money”.  The company realized that the only option it had was to reduce margins and relentlessly chase volumes. it unveiled its new 37 . was a deeply entrenched habit.  Branded paints were perceived to be out of reach by the ordinary consumers. But to achieve volumes.  Penetration of all major paint brands put together was 24% of the users.  Painting of the hose.The Total Strategy followed (a) Strategic Thinking This was influenced by the following factors:  70% of the Indian houses were of the non-pucca variety.  Wall-Paints usage was dominated by lime wash and dry distempers. a high penetration in the rural and semi-urban markets would be required. Hence in late 1992.

keeping the end-user profile in mind. for the first time. was scheduled to incorporate market feedback from the other regions and change the marketing-mix elements if required. like arranging demonstration sessions. (c) Place / Distribution  Region wise launch of the brand. in villages and small towns. the largest.distemper Utsav. 26 per kg. The packet size was fixed at 1 kg. typically in deep colours. to coincide with regional festivals. the name denoting seasonal and festival-oriented relevance of the product. besides using the regional media and local 38 . It was position as do-it-yourself. who in turn would be serviced by the company’s established 15. a major branded paint within the reach of the price-conscious consumer.000 strong dealer network. oil-based- distemper. it greatly narrowed the price differential and brought. the product was found to cover more surface area than other products. since the users had smaller-sized houses and did not require large pack sizes.  Company salesman linked up with sub dealers and petty dealers.  Undertook innovative promotional campaigns. The product as offered inn eight new shades. usually grocers.  Focusing on the north Indian Market. At Rs. a small size. Also.

print media.  However. while the higher end brands fetch 20%. It can now use its rural network to build its entire economy range comprising the Enamel range Gattu and other products like primers. the product has provided the company a clear advantage. Margins for the product are low about 2-3%. Thus it has a clear head start over its competitors in the volumes game.  The brand has gained market share at the expense of local packed distemper brands. 39 . and customer education to create strong brand pull that would help increase of take and provide the small retailer the incentive to stock Utsav. which the company exploited to the hilt. (d) The Ultimate  Utsav has been a success in the markets where it has been launched.000 odd outlets.  It has overcome the main hurdle of dealer and consumer resistance.  The Company funded its (established) dealers transportation overheads incurred in reaching out to the new 80. There was also the prestige element in stocking Asian Paints products.

Asian paints has been turning out consistency good performance over the years. it has continuously been the leader in the industry. 1955 1980 1981 . Asian paints.P. protection paints and heavy duty coatings. in terms of products shades as well as pack sizes. The manufacturing facilities of the company for paint products are currently spread over four locations # BHANDUP # ANKLESWAR # PATANCHERU # KASNA The manufacturing of paints in patancheru started in 1985. which include decoratives. For more than two decades now. Asian paints have promoted 5 successful overseas subsidiaries. Besides being the market leader the company has also respectively provided its excellence in terms of operating performance which has earned the company a place among the worlds 40 MAHARASTRA GUJRAT A.THE COMPANY Asian paints manufacturers and markets a wide spectrum of coatings and ancillaries. their modern manufacturing facility offers the widest range of paints among all the paint companies in India.

control of material units assumes great significance especially since Asian paints offer the widest range of products. 41 . This is achieved through a sophisticated material distribution system which optimizes production and movement from plants and meshes it with demand pattern in the market. As and when these materials are dispatched it moves out of the bonded store room. Each plant has a bonded store room where material is sent immediately after production. DISTRIBUTION In an industry the availability of stocks is crucial determinant of sale. shades and packs to the 13000 dealers in the country through the network of over 47 depots. Excise duty is livable at applicable rates on actual movement’s basis. the impish boy holding paint tin and brush is one of the most recognized and most prosperous mascots in Indian business. The distribution system monitors the dispatch of materials from plants / other processing units to the branches / depots directly or through the warehouses or regional distribution centre. A bonded store room (BSR) in one where in material for which excise duty has not been paid is stored.leading manufacturers. And Asian paints logo “GATTU”.

During the course of this section and subsequent sections reference will often be made to an SKU and SAU. 42 . FORM-A Bazaar sku inventoried at company / branches / depots. Eg. Apcolite synthetic enamel 500ml 500ml bus green is one sku sky blue is one sku Apcolite synthetic enamel CLASSIFICATION OF SKU All products can be divided into bazaar and industrial on the end use. The supply of sku’s is affected through multi plant distribution system. shade. Bazaar and industrial item can further be divided into inventoried and non inventoried items Inventoried sku are those for which constant demand for which sales forecast with a degree of certainty. An sku is acronym for stock keeping unit which is combination of particular pack. product.

FORM-C2 Bazaar sku not inventoried at the branch / depots/ company levels. FORM-D Industrial inventoried sku. packs are not inventoried at all branches / depots. FORM-C1 Regular bazaar sku inventoried at branch / depot/ but not at company level.FORM-B Bazaar sku’s which shades are under the specific focus of management group new products. 43 .

old stock –packed before 3yrs for trade products and beyond validity period for the industrial products. 44 . FORM-F All non confirming stocks( This includes damaged stocks defective stocks.FORM-E Industrial not inventoried sku.

CUSTOMER ACCOUNTING PROCEDURES TYPES OF CUSTOMERS 1. Retail sales / cash sales/ MODE OF PAYMENT Local cheques / pay order Local cheques party is known as pay order upcountry dealers or cash location. DD/Pay date of DD as the ordered customer is debited as soon as DD is purchased by the customer.Date of collection memo 1.7days from the date of collection memo as it takes around 7days for an up country cheques to be cleared.e the customer is given the benefit. Although the company may not be credited(i. Industrial customer’s local cheques. In case absolutely necessary an upcountry cheques or D.) 45 . D.D’s. Local dealers 2. 2. local cheques if the dealer has local bank account.D payable locally. Cash / local cheques -. Upcountry cheques .

These plans involving product / segment focus. All the sale representatives collect data form each retailer. Phase-I I I In this phase plan for meeting the budget shown be drawn up.PLANING PROCESS Phase-I In the sales function the planning is as follows. growth assessment segment wise for this purpose retail audit is conducted. dealer focus would form the basis of the planning document. Phase-I I “Objectiove fixation” Based on the above analysis all units should set objective of achievement of total sales volume / sales growth. town focus. wood finishes and collection efficiency. “Market assessment” It consists of assessment of market and market share for total and major products. Phase-IV “Resource planning” It consists of A: “man power planning” B: input plans C: sales promotion plans 46 . Volume sales strategically important products like emuilsions auto refinishes.

7 crores.1 crores as compared to Rs.7 crores. 198.2 crores from Rs.6 crores as compared to Rs.5% to Rs. .9 % to Rs. 47 .4 crores in the previous year. 59 crores in the previous year. 2009. 4040. Net Profit after Minority Interest increased by 116. on consolidation of accounts of the subsidiaries and joint venture of Asian Paints – Net Sales of the Group has increased by 22. Net Profit after Minority Interest increased by 236. 492. 1322 crores as compared to the previous corresponding quarter. 643. For the Nine Months period. PBDIT excluding other income was up by 86.5% to Rs.916. 1620 crores from Rs. 318. Net Sales of the group increased by 18.7% to Rs. 4804.1% to Rs.1% to Rs. PBDIT excluding other income for the quarter was up by 188.7 crores in the previous year. 110.PROFITS For the quarter ended Dec 31. PRODUTION CAPACITY The company has four production centers to cater to the needs of the customers in India they are as follows ANKLESHWAR BHANDUP PATANCHERU KASNA The production plats are like four pillars to the company and the company is planning to set up a new plant by expanding its capacity. The aggregate capacity of the four plants roughly mounts to 7000 tones / month in the decorative paints segment.8 crores as compared to Rs. 296.1 crores as compared to Rs.

And the new products added till dates are # # # # # APEX anti fungal exterior paint ACE economy emulsion Utsav Asian wall putty NC sanding sealer and in the future the tally is going to be increased by their research and development function.LAXMAN a well known cartoonist. The research and development and the management has a plan to 7produce four new products every year. 48 .NEW PRODUCTS DEVELOPMENT Asian paints have got a full fledged research and development function to counter the competition and produce the technologically advanced products to provide a better service to the customers. A boy standing with a brush and a paint tin is famously known and the logo for Asian Paints which is a popular one has been designed by R.K. LOGO Logo is a symbol which represents the company by looking at the logo any one who has little knowledge about the paints would say that it is gattu and the company is Asian Paints.

within the bounds of search costs and limited knowledge.” But today’s customers face a vast array of product and brand choices. They form an expectation of value and act on it. Companies can outdo their competition if they can move from a product and sales philosophy to a marketing philosophy. Customers are value-maximizers. The success of the companies lies in doing a better job of meeting and satisfying customer needs. mobility. and supplies. Peter Drucker observed that a company’s first task is “to create customers. Now the customers started estimating which offer will deliver the most value. 49 . not just building products. and income. Whether or not the offer lives up to the value expectation affects customer’s satisfaction. Only customer-centered companies are adept at building customers.THEORTICAL ASPECTS INTRODUCTION: Today’s companies are facing their toughest competition ever. prices. Over 35 years ago.

Customers are informed about the product or services of the company. Customers are reminded of the products and services of the company. “Awareness compasses all the tools in the marketing mix whose major role is persuasive communications. Such communication becomes necessary when a new product or service is introduced in the market or an old product is improved or it is simply to increase the sales of the products. 50 . Such communication may be made their along the product or well in advance of the introduction of product into the market. 3.CUSTOMR AWARENESS: Customers are informed and remaindered about the products and are requested and persuaded to purchase their products. Customers are requested or persuaded to purchase the product and services of the company.” PHILLIP KOTLER The main features of awareness are: 1. Either at the time of introduction of a new product into the market or when any change is made in the existing product. 2.

goods or services by an identified sponsor. To do this must skillfully use the mass promotion tools like advertising. Consumers must have awareness about the new products and their usage. ADVERTISING: Advertising is defined as any paid form of non personal presentation and promotion of an idea. “The best advertising is done by satisfied customers. Such activities are performed by the manufacturer. advertising. publicity.” -. personal selling and other sale promotion techniques.4. It is the responsibility of the producer to get information about the consumers and prospective consumers so that the necessary product may be served to meet their demands. Subject matter companies must do more than make good products they must inform consumers about the product benefits and carefully position products in customers mind. Awareness includes. personal selling.PHILLIP KOTLER 51 . sales promotion and public relations.

Advertising can be traced back to the beginning of the recorded history. The advertiser uses visual media like newspapers. posters and pamphlets. Advertising Objectives a) b) c) To inform To persuade To remind 52 . There is no feedback to know the response from the people. and the Phoenician painted pictures promoting their waves and large locks along parade routes. Advertising is directed towards consumers. 1. This leads to more expenses and so the things become an costly affair. In 1993 advertisers ran up of bill of more than $ 138 billions through advertising is used mostly by business firms it is also by a wide range of non profit organization professionals social agencies that advertiser target to various target publics. television. Major Decision In Advertising: Advertising has the impersonal contact and gives message to the receiver. Archeologist working in the countries around mediterrian sea have dug up signs announcing various events and offers. radio. magazines. The roman painted walls to announce Gladiator fights.

a) b) c) d) e) Stage in product life cycle.2. Message Decision A large advertisers can spent the same amount on advertising. the company next sets its adverting.  However some specific factors are that should be considered when the setting the advertising budget. 3.  Budget for each product. The role of advertising is to effect demand for the product. Setting the advertising budget  After determining the advertising the objectives. yet have very different results studies show that creative advertising message can be more important to advertising success than the number of dollars spent. 53 . Market share Competition Advertising frequency Product differentiation.

creativity. distinctive in nature. Message Strategy The purpose of advertising is to get consumers to think about or react to the product company in certain way. b) Choosing various media types: Newspapers Magazines Televisions Radios 54 .4. Frequency is a measure of how many times the average person in the target market exposed to the message. Impact – qualitative value of a message exposure through a given medium. Meanings. a) Deciding on reach. People will react only if they believe that they will benefit form doing o. 5. frequency. Effective message consist of customers benefit. impact Reach is a measure of the percentage of the people in the target market who are exposed to the ad campaign during a given period of time. Major steps in media selection.

point of purchase display. premium coupon. Distribution of samples. personal selling.Offers to consumers of a trail amount of a product.Certificate that give buyer a saving when they purchase a specified product. Coupons .It reduce prices that are marked by the producer directly on the label or package. are the examples of sales promotion techniques.. Rebates (cash refund offers) – It offers to refund part of the purchase price of the product to consumers who send a “proof of purchase” to the manufacture.Outdoors Internet c) Media timing SALES PROMOTIOIN It includes activities other than advertising. publicity and public relations which are used in promoting sales of the product or in persuading the customer to purchase the product. 55 . offspring etc. Premiums – Goods offered either free or low cost and incentive to buy a product. Principles . Samples .

building up a good “Corporate image” and handling off unfavorable rumors. Public relations are much broader concept that includes publicity ass well as many other activities. PUBLIC RELATIONS Another major promotion tool ism public relations – building good relations with the companies various publics by obtaining favorable publicity. Public relations department may perform following functions. which was seen simply as activities to promote a company or its products by planting news about it in media not paid for by the sponsor. 56 . Patronage reward – Cash or other rewards for the regular use of a certain companies products or services. The old name for marketing public relations was publicity.Advertising specialties – useful articles imprinted with an advertisers name given as gift to consumers. Point of purchase(POP) – It displays and demonstration that takes place at the point of purchase of sale. stores and events. Discount – Straight discount on price on purchase during a period of time.

PERSONAL SELLING Selling is one of the oldest professions in the world. b) c) Produce publicity – Publicizing specific products. and Marketing representatives to name just few.a) Press relations – Creating and placing news worthy information in the media to attack attention to a person. Public affairs – Building and maintaining national or local community relations. f) Development – Public relations with donors or members of non profit organization to gain financial or volunteer support. 57 . Sales consultants. Agent District managers. e) Investors relations – Maintaining relationship with shareholders and others in the financial community. d) Lobbying – Building and maintaining national or local community relations. sales representatives. product or service. Sales people. Account executives. Sales engineers. The people who do selling go by many names.

television or stage. 58 .Sales person. Prospecting. PUBLICITY Publicity is a non-personal not paid stimulation of demand of the products or services or business units by planting commercially significant news or editorial comment in the print media or by obtaining a favorable presentation of it upon radio. communicating. an individual acting for a company by performing one of more following activities. Servicing and information gathering.

 To know the awareness level of “Asian Paints” customers as well as other customers. 59 .OBJECTIVES PRIMARY OBJECTIVES:  To find out which factors has got influence on customer awareness in Paints Industry.  To analyze the customers perception regarding the preference of Asian Paint Products. SECONDARY OBJECTIVES:  To identify the customer requirements.

So the companies producing the product. want and the purchasing power. 60 .NEED FOR STUDY The main objective of the study is to know the Customer awareness with respect to Asian Paints. The need for this can be explained if one knows the importance of understanding the Customer awareness. Customer awareness are taken up to boost the sales of a product by the company. it depends on the product. So in the following paragraph the Customer awareness and its role in the success of an organization has been explained. pricing and planning them have to care fully look into the minds of the consumers and place the products favorably in the minds of the consumers. the marketers rely on the marketing mix to cater to the customers efficiently and effectively. therefore. Considering the fact that consumer according to the time need. A company having production capabilities may produce a product and price is according and sell through the dealers and retailers by its distribution network.

Chapter 2 METHODOLOGY In order to realize the study the objectives a considerably volume of both primary and secondary data is needed. besides the News papers. Primary Data has be collected with the help of a structured Questionnaire with stratified sample of 100 respondents have to be taken for carrying out the study. The data relating to Asian records. This study is necessarily based on the limited knowledge and little practical exposure the constraints of resources and time have further imposed limits to the study boundaries. Paints has to be collected from company 61 . They include Professional business Journals and Magazines. It has been therefore found necessary to conduct an Interview schedule for gathering relevant data from the users. Secondary Data the information regarding the Indian paint industry has to be drawn from various published sources.

Chapter 3 DATA ANALYSIS AND INTERPRETATION Occupation Builders Contractors Engineer Others Total Exhibit :1 Frequency 84 6 2 8 100 %of Respondents 84 6 2 8 100 CUSTOMER PURCHASING PATTERN Graph :1 Contracto rs Others Engineers Builders Contractors Engineers Others Builders 62 .

2% of product purchasers are engineers and 8% of product bought by others.INFERENCE: From the above table it is found that 84% of the product purchasers are builders. It is clear from the above data above. 63 . that 84% of the customers are builders because they do painting before handing over the houses to the respective owner. It is found that 6% of the customers are contractors.

Exhibit :2 EXPERIENCE IN PAINTING PROCESS No. of Respondents Experienced Respondents %of Respondents 100 100 100 Graph : 2 0% 100 100% 64 .

since it is known that buying of paints can be not only for self but even for other such as relations and friends. the buyers are purchasing then products for the 1st time. even though.INFERENCE: It is found that all the respondents have experienced in painting process. 65 .

000 .000 50.00.000 75.00.Exhibit :3 APPROXIMATE BUDGET TOWARDS PAINTING Graph:3 Value of the Budget Frequency %of Respondents Below 50.1.000 .75.000 75.000 Above 1.000 50.00.000 – 75.00.000 66 .000 18 6 31 45 18 6 31 45 Below 50.000 Above 1.000 – 1.

which means they are ready to spend for paints. 50. 67 .75.and above for paints.000/-.00. 31% of the respondents are in budget between Rs.000/.00. 6% of the respondents are in budget between Rs.000/.1.INFERENCE: From the above table out of 100 respondents it was found that 18% of the respondents are in budget below Rs.000/.to Rs. 50.000/.75.000/.1.and the remaining 45% of the respondents are in budget above Rs.00.000/-. So it was found that maximum numbers of respondents are ready to spend upto Rs.

Exhibit :4 USAGE OF DIFFERENT INTEROIOR PRODUCTS Interior Products Enamel Distemper Polish Emulsion Frequency 22 52 6 20 %of Respondents 22 52 6 20 Graph: 4 100 80 60 40 20 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr East West North Enamel Distemper Polish Emulsion 68 .

52% of the respondents required the interior paint like distemper. 69 .INFERENCE: From the above table out of 100 respondents. while the other 20% of the respondent are in requirement of Emulsion. 6% of the respondents are in requirement of Asian Paint polish. it is found that 22% of the respondents are in requirements of enamel paint for their interiors. there is a greater demand for the distemper followed by the enamel. In interior product usage.

Exhibit :5 USAGE OF DIFFERENT EXTEROIOR PRODUCTS Exterior Products Cement Paint Textured Emulsion Permanent Finish SnowCem Graph: 5 Frequency 18 5 35 2 40 %of Respondents 18 5 35 2 40 Enamel Distemper Polish Emulsion 70 .

while the remaining 40% of the respondents are in requirement of Snowcem.INFERENCE: From the above table out of 100 respondents. it is found that 18% of the respondents are in requirement of cement paint for their exterior purpose. 5% of the respondents are in requirement of textured. 71 . and next to snowcem the familiar product is emulsion. Snowcem had a greater demand. because most of the middle class families are using Snowcem. where as 35% of the respondents required the Exterior Paint like emulsion and 2% of the respondent are in requirement of permanent finish product.

Exhibit :6 LIFE EXPECTANCE FOR INTERIOR PAINTS BY CUSTOMERS Period 6 months 1 Year 2 Year 5 Year Frequency 14 86 %of Respondents 14 86 Graph : 6 2 Year 5 Year 72 .

out of 100 respondents. for their interior products.INFERENCE: From the above table. “No customer is expecting life below 2 years”. In details. it is found that 14% of the respondents or customers are expecting the life of interior paint to be 2 years and the remaining 86% of the customers are expecting more than 5 years of lie. And most of the customers are expecting their product life above 5 years. if we go. 73 .

Exhibit :7 LIFE EXPECTANCE FOR EXTERIOR PAINTS BY CUSTOMERS Period 6 months 1 Year 2 Year 5 Year Frequency 5 34 61 %of Respondents 534 61 Graph :7 1 Year 2 Year 5 Year 74 .

we can find that 61% of the customers are expecting more than 5 years of life for the exterior paints and 34% of customers are expecting more than a life of 2 years. No one among respondents are expecting the life of interior paint products for less than 1 year. while the remaining 5% of respondents are expecting more than 1 year of life for their exterior paints. out of100 respondents.INFERENCE: From the above table. 75 .

Exhibit: 8 TYPE OF FINISH REQUIRED FOR EXTERIOR PAINTS BY CUSTOMERS Type of Finish Smooth Textured Permanent Others Frequency 69 18 12 1 %of Respondents 69 18 12 1 Graph: 8 Smooth Textured Permanent Others 76 .

77 . while the remaining 1% of the customers require other type of finishes.INFERENCE: From the above table. A smooth type of finish is required by 69% of the respondents where as 18% of the respondents require a textured type of finish. and 12% of the customers require permanent type of finish. out of 100 respondents.

Exhibit :9 TYPE OF FINISH REQUIRED FOR INTERIOR PAINTS BY CUSTOMERS Type of Finish Distemper Emulsion Frequency 77 23 %of Respondents 77 23 Graph: 9 Distemper Emulsion 78 .

while the other 23% of the respondents require emulsion finishing for their interiors. 79 . out of 100 respondents. “Distemper finish” is required by 77% of the respondents.INFERENCE: From the above table.

Exhibit :10 WOOD FINISH PRODUCT PREFERENCE BY CUSTOMERS Type of Finish Enamel(glassy) Enamel(satin) Melamine Poly Utherene (OPAL) Frequency 87 9 3 1 %of Respondents 87 9 3 1 Frequency %of Respondents 80 .

81 .INFERENCE: From the above table..e. and 3% of the respondents prefer Melamine and the remaining 1% of the respondents prefer poly-utherene type of wood finish. out of 100 respondents. So it is clear from the above analysis that most of the respondents i.87% of the respondents are going for enamel(glassy) type of wood finish. it came to know that 87% of the respondents prefer for enamel(glassy) type of wood finish. where as 9% of the respondents prefer for Enamel(satin) type of wood finish.


Awareness Yes No

Frequency 90 10

%of Respondents 90 10

Graph : 11




INFERENCE: From the above table, out of 100 respondents, it came to know that 90% of the respondents are aware of Asian Paint Products , while the other 10% of the respondents are not aware of Asian Paint Products. So company can go for some more awareness programme in order to capture the remaining unaware sector.



Awareness Yes No

Frequency 35 65

%of Respondents 35 65

Graph : 12




85 .

INFERENCE: From the above table. So. 35%f the respondents are aware of “Colour World”tinting machines concept of Asian paints. the company need to communicate about the a “Colour World” tinting machine concept to the customers by conducting awareness programme or by advertisement. while the other 65% of the respondents are not aware of this concept. out of 100 respondents. 86 .

Exhibit :13 CUSTOMERS’ CHOICE OF COMPANY FOR INTEREIORS Name of the Company Asian Berger Nerolac Others Frequency 57 25 8 10 %of Respondents 57 25 8 10 Frequency %of Respondents 87 .

57% of the respondents are opting for Asian Interior Paints. while 25% of the respondents are preferring for Berger Interior Paints. and 8% of the respondents are opting for Nerolac Interior Pains.INFERENCE: From the above table. where as the remaining 10% of the respondents are opting for some other companies for the interiors. it is clear that Asian Interior Paint products have more customer preference when compared to other brands. 88 . out of 100 respondents. So.

Exhibit :14 CUSTOMERS’ CHOICE OF COMPANY FOR EXTEREIORS Name of the Company Asian Berger Nerolac Others Graph : 14 Frequency 50 23 12 15 %of Respondents 50 23 12 15 Asian Berger Nerolac Others 89 .

and 12% of the respondents are opting for Nerolac Interior Pains. 90 . company exterior paints are not preferred by some of the customers who were preferring Asian paint interior products. out of 100 respondents. 87% of the respondents are opting for Asian Exterior Paints.INFERENCE: From the above table. while 23% of the respondents are preferring for Berger Exterior Paints. whereas as the remaining 15% of the respondents are opting for some other companies for the interiors. When compared to interior paints.

Exhibit :15 TYPE OF GUIDANCE EXPECTED FROM COMPANY BY THE CUSTOMERS Type of Guidance Provide details on recent Frequency 38 %of Respondents 38 development & products Educate on product features Appraise on product suitability Knowledge of sales Discount Budgeting while painting Graph : 15 24 8 15 15 24 8 15 15 Provide details on recent development & Products Educate on product features Appraise on product susitability Knowledge of sales Discount Budgeting while painting ting 91 .

While 8% of the respondents are in need of guidance for appraise on product suitability. 92 . out of 100 respondents. While the remaining 15% of the respondents are in need of guidance regarding the Budgeting while Painting. whereas 24% of the respondents are in need of guidance regarding education on product features. it was found that 38% of the respondents are in need of guidance regarding the details on recent development and products.INFERENCE: From the above table. 15% of the respondents are in need of guidance regarding the knowledge on sales discounts.

company name.Chapter 4 FINDINGS As a part of my study. Important findings are concerning from the customers. when compared to interior paints.  The First and foremost observation that has been made from the study is that “Asian Paints” is the leader in the industry of paints. price is the dominating factors. 93 .  From the analysis point of view. have resulted from the survey. most of the customers are satisfied with Asian Paint products.  According to observations of the survey.  At last. who are preferring Asian Paints interior product. but at the same time they require guidance regarding the recent development of the products. It has a very high brand equity in the market. They are summarized in following paragraph. Comparing to competitors Asian Paint Company Prices is high. coverage and service. which influences the purchasing decision of the respondents followed by quality. survey on “Customer Awareness” was conducted during Feburary – March 2010. company exterior paints are not preferred by some of the customers.

there is a close relationship between sales representatives and dealers with the customers.Chapter 5 SUGGESTIONS  Sales promotion committee should be formed to formulate and implement new market strategies to compete with competitors and to extend the market share.  Company sales representatives must maintain relations with construction companies as dealers. well as with painting contractors with the help of the  Company should maintain the customer records.  Companies should even concentrate on Exterior Paints as its market share is very low. 94 .  Company should conduct meetings.  Company must look after. at least to make the customers to know about the latest development in the paint industry and their products.  Advertisement should be increased to update the image of Asian Paints in the changing environment.

So the degree biases were relatively high as the sample was randomly selected. The average time to response was 5-6 minutes only.  Study restricted to geographical territory of Lucknow city only 95 . So considering all the consumers for the study was not possible. It will not carry the total reflection of the copier market.Chapter 6 LIMITATIONS  The respondents of the questionnaire are very busty and could not afford more time to answer. Total sample size is comparatively less to represent the entire population.  The data was of primary nature.  A time period of only 45 days was allowed for the completion of this product.  A limited sample size of 100 customers was considered because of time constraint. An assumption is made that the sample represents the whole population.

com 96 .asianpaints.BIBLIOGRAPHY Principles of Management Philip Kotler Marketing Management Rama Swamy The Hindu Guide Magazines Business India WEBSITE: www.

: 4) What is your occupation? (a) Builder (c) Engineer (b) Contractor (d) Other 5) Have you experienced in painting process? (a) Yes (b) No 6) What is your approximation of budget towards painting? (a) Below Rs. 10000 (d) Above Rs. 100000 7) Which type of interior paint do you require? (a) Enamel (c) Polish (b) Distemper (d) Emulsion 8) Which type of exterior paint do you require? (a) Cement Paint (c) Emulsion (e) Snowcem (b) Textured (d) Permanent Finish 97 . 50000 (b) Rs. 75000 – Rs.Questionnaire 1) Name: 2) Address: 3) Phone No. 50000 – Rs. 75000 (c) Rs.

9) How many life do you expect from interior paint? (a) 6 Months (c) 2 Years (b) 1 Year (d) 5 Years 10) How many life do you expect from exterior paint? (a) 6 Months (c) 2 Years (b) 1 Year (d) 5 Years 11) Which type of finishing do you require from exterior paint? (a) Smooth (c) Permanent (b) Textured (d) Other 12) Which type of finishing do you require from interior paint? (a) Distemper (b) Emulsion 13) Which type of wood finish product required by you? (a) Enamel (Glassy) (c) Mealmine (b) Enamel (Stain) (d) OPAL 14) Are you aware about Asian Paints products? (a) Yes (b) No 15) Are you aware about colour world concept of Asian Paints? (a) Yes (b) No 98 .

(e) Budgeting while painting.16) What is your brand preference for interiors? (a) Asian (c) Nerolac (b) Berger (d) Other 17) What is your brand preference for exterior? (a) Asian (c) Nerolac (b) Berger (d) Other 18) Which type of guidance do you expect from the company? (a) Provide details on recent development and products. (d) Knowledge of sales discount. 99 . (c) Appraise on product suitability. (b) Educate on product features.

CHAPTER -1I  About Asian Paints  Objectives of the Study  Need for Study 5-57 58 59 CHAPTER – 2  Methodology CHAPTER – 3  Data analysis and Interpretation 61-90 60 CHAPTER – 4  Findings CHAPTER –5  Suggestion 92 91 100 .CONTENTS Page No.

CHAPTER – 6 ›› Limitations BIBLIOGRAPHY Questionnaire 93 94 95-97 101 .

102 .

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