INTRODUCTION

Indian Economy is dramatically changing the dramatic changes are the result of hard realities. Too much of protection for too long a time has hindered the economic development rather than facilitating it. The

immediate fallout could be seen in public sector units in the country. Their losses got accumulated and became a drain of the National Exchequer. Too much of regulation for too long time on private sector had also proved to be disastrous. All these regulations, curbs and restrictions has stifled the enterprising spirit and discouraged healthy competition among the in industrialists. The balance of payments position became so unmanageable that even the international lending bodies like International Monetary Fund and World Bank refuse additional finance for India unless Indian economy is revamped. Since than a series of economy policies were revamped. There was a greater emphasis on Marketing. After liberalization the changed in

economic scenario India offers excellent marketing opportunities are created for aspiring Entrepreneurs. Indian markets are now “Buyers Markets”. Therefore the marketers has to resign suitable. Strategies to stay successful in the market. Their success depends on their ability to cater.

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OBJECTIVES
PRIMARY OBJECTIVES:  To find out which factors has got influence on customer awareness in Paints Industry.
 To know the awareness level of “Asian Paints” customers as well as

other customers. SECONDARY OBJECTIVES:  To identify the customer requirements.  To analyze the customers perception regarding the preference of Asian Paint Products.

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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. So in the following paragraph the Customer awareness and its role in the success of an organization has been explained. Customer awareness are taken up to boost the sales of a product by the company. A company having production capabilities may produce a product and price is according and sell through the dealers and retailers by its distribution network. Considering the fact that consumer according to the time need, want and the purchasing power, it depends on the product, therefore, the marketers rely on the marketing mix to cater to the customers efficiently and effectively. So the companies producing the product, 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.

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METHODOLOGY
In order to realize the study the objectives a considerably volume of both primary and secondary data is needed. It has been therefore found necessary to conduct an Interview schedule for gathering relevant data from the users. Primary Data has been collected from the industrial buyer during May – June 2004 with the help of a structured Questionnaire with stratified sample of 65 respondents have been taken for carrying out the study. Secondary Data the information regarding the Indian paint industry has been drawn from various published sources. They include

Professional business Journals and Magazines, besides the News papers. 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 been collected from company

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LIMITATIONS
 The respondents of the questionnaire are very busty and could not afford more time to answer. The average time to response was 5-6 minutes only.  A limited sample size of 65 customers was considered because of time constraint. An assumption is made that the sample represents the

whole population. It will not carry the total reflection of the copier market. Total sample size is comparatively less to represent the entire population.  A time period of only 45 days was allowed for the completion of this product. possible.  The data was of primary nature. So the degree biases were relatively high as the sample was randomly selected.  Study restricted to geographical territory of Visakhapatnam city only. So considering all the consumers for the study was not

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

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Paints can be distinguished as EMULSIONS : These are water based paints Acrylic Emulsions are extremely durable and give wall silky and smooth finish. They washable and easy to maintain. Eg: Asian Paints offers three brands to choose. Premium Medium Economical Apcolite Royal Acrylic Emulsion. Apcolite Super Acrylic Emulsion. Super Decoplast.

DISTEMPERS: These are also water based paints but their binders may be very natural or synthetic. Distempers are economically priced, they offer good value for money as they are durable. Eg: Asian Paints has Tractor Acrylic washable Distemper. Tractor washable Synthetic Distemper.

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

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

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PAINT INDUSTRY IN INDIA
Foundation for paint was laid in the year 1902 with the setting up of Shalimar Paints in Calcutta. It was during the and after the World War II. That large number of paint manufacturing units was set up in India. Since then the Indian paint industry has made substantial progress. The paint industry has come to the recognition as an important sector in the national economy in producing industrial coating and decorative paints. Decorative paints available in wide range of While

combination account for 70% of the coatings total production. industrial paints share the balance of 30%.

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%. The Indian paint industry is at the crossroads. All most all-major paint companies have expanded or are expanding its capacity substantially. With demand rising slowly competition is becoming increasingly intense. The decreasing growth rate has made the paint companies to woo customers aggressively. The customer is being offered 10% rebate in most products, Unheard in the industry so far. Most companies have increased their discounts to their dealers to unimaginable level dealers are offered higher credit levels, flexibility in payment, foreign trips for selling even low value products and the like. The increasing competition to offer
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solutions through technology has made all the paint make as offer a large number of shades through computerized colour dispensing system. IMPORTANCE Generally paints and coatings are applied to products to protect them from  Emnvironmental Corrosion.  Protection of Food and Beverages in metal cans.  Improve aesthetic appeal. CATEGORIES Paints are classified into two broad categories.  Decorative or Architectural finish paints.  Industrial Paints. 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, Enamels, emulsions etc.  Price: Premium, Medium, Economy etc.,

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Industrial Paints: This market can be further divided into the following four sub segments depending on the end user profile.  Automotive paints.  Marine Paints.  Powder Paints  High Performance coatings  Other general industrial finishes. In India, 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%. Decorative Paints used in buildings include distempers, emulsions, synthetic Enamels, Cement pains and Wood finishes. Interior Paints

makeup of the segment. The rest is made up of exterior paints mainly cement paints. 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%. These paints are by medium technology and hence the unorganized

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sector has a major share. A recent estimate that over 2400 companies are in unorganized sector.

INDUSTRIAL PAINTS Industrial paints include automotive paints (original auto

manufactures and refinishes), Powder coatings marine paints high performance coatings and special purpose finishes. These are technology intensive and hence the presence of the unorganized sector is very limited. 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. Till early 90’s paints were treated a s luxury items by the governments this resulted in higher excise duty and higher end prices, leading low consumption of paints in India. However the progressive reduction of the excise duty from 40% in 93-94 to 18% in 96-97, the companies have passed on the duty reductions as price cuts. However the per capita consumption of India is still a merge of .5 kg compared to 26 kg in U.S and 1.2 kg in Thailand.

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As already mentioned paints were viewed as luxury item by many even today. Their productive value is not under stood and repainting is limited and if ever done is once in 7 – 10 years. The government interest to protect all surfaces is also low and the loss due to corrosion is estimated to be over Rs. 5000 crores p.a. By the central Electro chemical Research institute at Karaikad, Tamilnadu. With a view to emphasing the importance of protection through painting the Indian paints Association (IPA) had brought slogan in 1995 “Paint and Protect”. This slogan is popularized through various

communications however a lot needs to be done to reach the millions of customers effectively. DEVELOPMENTS IN VARIOUS SEGMENTS Two significant developments took place in the last three years in the decorative paints segment.  Advent of Computerized Colour Dispenser  Sudden increase of Exterior Market. Colour Dispenser: Traditionally companies used to supply pre mixed shades to dealers who in turn offered to their customers. Asian Paints brought in the manual colour dispensing concept in 1998 and offered 151 shades through it. This was the first salvo in offering
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in variety of shades. This concept took off and Asian Paints went about establishing 2000 colour corners which would stock the 151 shades. 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. In 1995 Jhenson and Nichelson, the 5th ranking company in the industry, pioneered the concept of CCD. And started installing them at dealer shops with the support of TIKKURILA of FINLAND. 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. Today Berger Paints, is the 2nd Company to enter this system offering 5000 shades a clear indication of the trend. In the year 1997-98 has seen the introduction of the concept by the two giants. Asian Paints and Nerolac. Today around 1000 dealer shops are installed this concept. CCD or it is called “AUTO COLOUR DISOENCER” have helped the dealers to reduced their inventories offer a large variety of shades instantly, consistently and accurately. Consumer have also benefited by this concept as the shopping environment has changed dramatically with the advent of CCD. EXTERIOR MARKET

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The second development is the introduction of the 100% Acrylic Exterior Paints and the focus of major companies on the Exterior Paints market. Traditionally, the exterior paint market was catered to by

KILLICK NIXON and several other small players. The main offered were cement paints in India. But the real change has be thought by Asian Paint through APEX – its 100% exterior paint market has started growing exponentially. In 1999 Nerolac introduced EXCEL in the category and offered qualitative product at low material cost. 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. A major development in 1997-98 was the “Pay by scooter / car” concept by companies. As practiced in western countries, in India also the concept of taking care of the complete painting job has been under taken by paint companies. 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. Asian Paints also followed it up with a similar tie up with LML for its scooters.

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POWDER COATINGS The other “industrolycoat powers”, in collaboration with VAISPAR CORPORATION of U.S. Higher performance coatings is another rapidly growing segment which is used at fertilizer / sugar plants, airports, big construction projects, Berger, Asian., Nerolac dominates this segment due to their international collaborations and high quality range of products. PAINTS DEFINED Technically paints can be defined as a homogenous fluid made from our ingredients namely pigments, resins, solvents and additives which the raw materials can be classified into four categories. formation consists of over 500 input materials. However the key raw materials are Pigment:- Titanium dioxid Resins:- PAN,Pentaerythrill Together these constitute 40-50% of the total raw material dependent on the category of paints. A typical paint

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To conclude the following are the critical factors in success in decorative and industrial paints.

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. PACKAGING Asian Paints has four production plants and each has four distinct packing pattern. So that the work of the godown in charge becomes easier in recognizing the tins from which plant they have come. The packing is as follows Ankleshwar

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Bhandup Patancheru Kasna And the products are packed as

Enamels

20, 10, 4, 1 liters 500, 200, 100, 50 ml

Distemper Emulsions

20, 10, 5, 2, 1 kgs. 20, 10, 4, 1 liters.

PLANT IDENTIFICATION Plant identification marks for cartoons, drums, tins are given below. Bhandup plant 1. All liter number will be four digit starting from 1001. 2. Alphabets B as label indicate Bhandup plant 3. Drums will not have any brands on the top side 4. Cartoons will not be Blue in colour. Ankleshwar plant  All liter number will be four digit starting from 2001.

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 Alphabets A as label indicate Ankleshwar plant  Drums have one brand on the top side  Cartoons will red in colour.

Patacncheru plant a. a. b. c. Kasna plant 1`. 2. 3. 4. All liter number will be four digit starting from4001. Alphabets K as label indicate Kisna plant Drums have one brand with three dots with nine alternatives. Cartoons are brown in colour. All liter number will be four digit starting from 3001. Alphabets p as label indicate Patacncheru plant Drums have two brands on the top, one dotted line. Cartoons green in colour.

PRICING In the narrowest sense price is the amount of money charged for a product or service .

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Price has ben the major factor in affecting buyer choice. This is still true in poorer nations, among poorer groups and with commodity products. However non price factors have become more important in buyer choice behavior in recent decades. With respect to Asian Paints there are two price lists.  Dealers price list  Maximum price list. Dealer price list: It is applicable to dealers and consists of their trade discount of 3%, additional trade discount of 3%, cash discount 5%. If written in equation DPL = trade discount 3% + Additional trade discount of 3% + Cash discount of 5%. Maximum Price List: MPL = consists of dealers price list – trade discount 3% - additional trade discount 3% - cash discount 5% + local tax.

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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 company operates at a very low over due outstanding rate. Thus it can be said that the company has very stringent rules regarding the credit given to the dealers. 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. Asian Paints promotional activities consists of advertisements, schemes, point of purchase, painters schemes. The advertisement activities are given to OGILVY AND MATHER who has designed the advertisements as shown and partly by contract ad agency. TARGET GROUP According to the information provided by the company personnel the target group differs from product to product. Eg:

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Utsav Distemper Royal -

rural (chunna and distemper) middle income group higher income group

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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. 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 particular responding to the customers unmet need. The result was that in 1967, Asian paints captured to the top position in the decorative paint segment. Today the company is not just a leader in the paint industry but sells twice as much paint as any other company in India. In 1994-95 the company had a turnover of Rs. 614 crores and 38% share of the organized paint market Marketing Strategies The success of Asian Paints is primarily attributed to marketing acumen. The company has made excellent use of the electronic and print media, 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.

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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. To reach those consumers in small town, the company built a broad distribution network across the whole country. From small towns Asian Paints moved to reach out to the metropolitan market. Today, the

network with 17,000 retailers across the country is making the company responsive to a large customer base. Use of Information Technology To strengthen the distribution network, the company has gone in for computerization at the branch and the depot level. 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. The use of the IT has meant faster flow of information, more efficient management of supplies, and better inventory control. Width of Product Line Based on the surface on which they are applied, decorative paints are usually classified as wall, metal, wood and plastic finishes. The

products could be emulsions, enamels, varnishes, automotives, or undercoats. Their end use could be in the sign board, bus body, industry or household segments.

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

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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, powder coatings, and coil coatings. Through this move, 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. Technical inflows ( From Sigma Coating of the Netherlands) have also added to manufacturing capabilities in the areas of heavy-duty marine coatings, anti-corrosion paints and high-tech resins(that serve as raw materials), thus ensuring that product quality even in sophisticated items match international standards. Product line Extensions As stated earlier under conceptual issue, line extensions, as a part of marketing strategy is a low-cost, loss-risk way to meet the needs of

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various customer segments. It can satisfy customers’ desires to provide a wide variety of brands under a single umbrella or family name. Asian Paints strategy to penetrate into the hitherto unexplored distempers market was a similar move, which was a departure from its earlier strategy of concentrating on higher-end products. 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, Tonga and the Soloman Islands. The company also exports its to the Middle East, South East Asia and Europe. Launch of low priced brand as growth strategy In late 1992, Asian Paints introduced the brand called “Utsav” as a long term strategy to penetrate the rural market. The overall marketing strategy adopted by Asian Paints for this distemper is now detailed. Entry into the low end distemper market The Rs. 2047 paints market has a pyramidal structure. At the very top end are [premium emulsions priced at about Rs. 155 to Rs. 170 per liter/kg (which comprise brands like Royale and Velvet touch); next are the synthetic emulsions at the range of Rs. 90 to Rs. 105 per liter ( e.g. Apcolite, Nerolac, Dulux and Rangoli); and at the base is the distemper segment (with Asian Paints Tractor) between Rs. 33 and Rs. 40. There was

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a huge untapped market at the lower end which no organized player had attempted to tap. This comprised largely packet distempers, dry

distempers and lime ash, hawked in a brand band of Rs. 3 to Rs. 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 2.2%. Asian Paints realized, that to overcome this phase of stagnation, it had to penetrate new markets and real volumes would come only be converting consumers using limewash, dry distemper, cement paint or other local painting methods into branded paint uses. This would also expand the market base, besides reaping it the “first mover advantage“ among the major producers of the paint industry. All the company need was new paint to penetrate into this segment. Barriers to Entry  No data on market size, consumer buying habits, etc., on the distemper market.  Regional brands, many in number, had an established clientele.  Unorganized sector brands were priced low and offered heavy dealer discounts to push their brands.  National players / Market leader risked losing premium image and quality association by entry into this low priced segment.

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 Consumer preferences heavily influenced by regional cultures, lifestyles, hence the market was fragmented.  Servicing a huge semi-urban and rural market would entail huge upfront investment, with returns not assured.  Dominance of packet distemper brands, e.g., Dilkash and Lakmi, which filled the aspirational value slot. Company specific problems / Disincentives  Large price differential between the company distemper brand Tractor (Price Rs. 45 ) and the unorganized sector’s products (Rs.3-25 ).  Danger of eroding Tractor’s equity if a low price variant is introduced.  Threat of substitution of the higher period Tractor brand by the cheaper one by the painter, which had a poorer finish resulting in customer dissatisfaction. The Company’s Competitive advantage  High degree of awareness about the company among the target market constituents.  Company regarded as a quality-produce maker.  Market leader, financial and marketing strength to sustain investment pressures

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 Core competence in paints, wide variety and well-developed R & D.  Wide dealer network and good information base about different markets. 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.  Painting of the hose, especially interiors, was a deeply entrenched habit.  Wall-Paints usage was dominated by lime wash and dry distempers.  Branded paints were perceived to be out of reach by the ordinary consumers.  Penetration of all major paint brands put together was 24% of the users.  The company realized that the only option it had was to reduce margins and relentlessly chase volumes. But to achieve volumes, a high penetration in the rural and semi-urban markets would be required. (b) Product and Price

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The company realized that it would have to develop a brand that would offer “Value for Money”. Hence in late 1992, it unveiled its new distemper Utsav, the name denoting seasonal and festival-oriented relevance of the product. It was position as do-it-yourself, oil-based-

distemper. At Rs. 26 per kg, it greatly narrowed the price differential and brought, for the first time, a major branded paint within the reach of the price-conscious consumer. The packet size was fixed at 1 kg, a small size, since the users had smaller-sized houses and did not require large pack sizes. Also, the

product was found to cover more surface area than other products. The product as offered inn eight new shades, typically in deep colours, keeping the end-user profile in mind. (c) Place / Distribution  Region wise launch of the brand, to coincide with regional festivals.  Focusing on the north Indian Market, the largest, was scheduled to incorporate market feedback from the other regions and change the marketing-mix elements if required.  Company salesman linked up with sub dealers and petty dealers, usually grocers, in villages and small towns, who in turn would be serviced by the company’s established 15,000 strong dealer network.

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 Undertook

innovative

promotional

campaigns,

like

arranging

demonstration sessions, besides using the regional media and local print media, and customer education to create strong brand pull that would help increase of take and provide the small retailer the incentive to stock Utsav. There was also the prestige element in stocking Asian Paints products, which the company exploited to the hilt.  The Company funded its (established) dealers transportation

overheads incurred in reaching out to the new 80,000 odd outlets. (d) The Ultimate  Utsav has been a success in the markets where it has been launched.  It has overcome the main hurdle of dealer and consumer resistance.  The brand has gained market share at the expense of local packed distemper brands. Margins for the product are low about 2-3%, while the higher end brands fetch 20%.  However, the product has provided the company a clear advantage. It can now use its rural network to build its entire economy range comprising the Enamel range Gattu and other products like primers. Thus it has a clear head start over its competitors in the volumes game.

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PROFILE OF ASIAN PAINTS
Today Asian paints is the market leader in the paint business of India, commanding a market share of more than 35% in organized sector . It’s Annual sales turn over us around Rs. 22.6 billion. Asian paints – one of the largest among the top 10 decorative paint companies in the world. It operates in 22 countries across the world serving consumers in over 65 countries. Forbes global magazine USA ranked Asian Paints among 200 best small companies in the world for 2002, and in the year 2003 presented the “Best under the Billion” award to the company. It is one and only the company. One of the country leading business magazine “Business Line” in Feb 2001ranked Asian paints as the ninth best employer in India. A survey carried out by Economic Times in January 2000 ranks Asian Paints as the fourth most admired company across industries in India. A talent pool of 4700 employees employed across 23 countries.

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The closest competitors of Asian paints do not have even half of Asian paints turn over in other major performance factors like Profits, Asian paints is far ahead all it competitors in the industry. The achievement of such an over whelming leader ship position, by a company that is fully Indian in capital management is an industry traditionally dominated by multinationals is certainly a grand feat. How did Asian paints achieve this success? Naturally, it was the cumulative result of a package of strategies with respect to market targeting, product mix distribution and other aspects .The maximum credits for success should, however go to its distribution strategy. It was through its distribution that Asian paints took its marketing endeavor to perfection. Asian paints 9.2% stack in ICI India Ltd. It acquired controlling stack in Berger International Ltd., Singapore. And it begins Bangladesh operations. It makes the company eleventh joint venture in international. THE COMPANY Asian paints manufacturers and markets a wide spectrum of coatings and ancillaries, which include decoratives, protection paints and heavy duty coatings. The manufacturing facilities of the company for paint products are currently spread over four locations # BHANDUP MAHARASTRA 1955

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# ANKLESWAR # PATANCHERU # KASNA

GUJRAT A.P.

1980 1981

The manufacturing of paints in patancheru started in 1985. Asian paints, their modern manufacturing facility offers the widest range of paints among all the paint companies in India, in terms of products shades as well as pack sizes. Asian paints have promoted 5 successful overseas subsidiaries. Asian paints has been turning out consistency good performance over the years. For more than two decades now, it has continuously been the leader in the industry. 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 leading manufacturers. And Asian paints logo “GATTU”, the impish boy holding paint tin and brush is one of the most recognized and most prosperous mascots in Indian business. DISTRIBUTION In an industry the availability of stocks is crucial determinant of sale, control of material units assumes great significance especially since Asian paints offer the widest range of products, shades and packs to the 13000 dealers in the country through the network of over 47 depots.

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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.

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. Each plant has a bonded store room where material is sent immediately after production. As and when these materials are dispatched it moves out of the bonded store room. Excise duty is livable at applicable rates on actual movement’s basis. During the course of this section and subsequent sections reference will often be made to an SKU and SAU. An sku is acronym for stock keeping unit which is combination of particular pack, product, shade. 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. Bazaar and industrial item can further be divided into inventoried and non inventoried items
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Inventoried sku are those for which constant demand for which sales forecast with a degree of certainty.

FORM-A Bazaar sku inventoried at company / branches / depots. The supply of sku’s is affected through multi plant distribution system. FORM-B Bazaar sku’s which shades are under the specific focus of management group new products, packs are not inventoried at all branches / depots. FORM-C1 Regular bazaar sku inventoried at branch / depot/ but not at company level. FORM-C2 Bazaar sku not inventoried at the branch / depots/ company levels. FORM-D Industrial inventoried sku.

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FORM-E Industrial not inventoried sku.

FORM-F All non confirming stocks( This includes damaged stocks defective stocks, old stock –packed before 3yrs for trade products and beyond validity period for the industrial products. CUSTOMER ACCOUNTING PROCEDURES TYPES OF CUSTOMERS 1. Local dealers 2. Retail sales / cash sales/ MODE OF PAYMENT Local cheques / pay order Local cheques party is known as pay order upcountry dealers or cash location, local cheques if the dealer has local bank account. Industrial customer’s local cheques, D.D payable locally. In case absolutely necessary an upcountry cheques or D.D’s. Cash / local cheques -- Date of collection memo 1. Upcountry cheques - 7days from the date of collection memo as it takes around 7days for an up country cheques to be cleared.

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2. DD/Pay date of DD as the ordered customer is debited as soon as DD is purchased by the customer. Although the company may not be credited(i.e the customer is given the benefit.)

PLANING PROCESS Phase-I

In the sales function the planning is as follows

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

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Phase-IV “Resource planning” It consists of A: “man power planning” B: input plans C: sales promotion plans

PROFITS Asian Paints during the year 2003 – 2004 made huge profits.

Though the company has stringent rules and regulations regarding towards the credit policies and payment bills, dealers demanding to extend the credit period. In spite of having such stringent policies the company managing such a profit is something which has been attained by work of great managers and sales staff of the company. It indicated the planning an the performance of the company personnel which made the company dominate the decorative paints segment, and the whole thing is backed up by quality, of the paints. Asian Paints net sales rise by 16.08% and net profit rise by 13.24% in 2003-2004. And announces dividend to the share holders @35%. PRODUTION CAPACITY The company has four production centers to cater to the needs of the customers in India they are as follows

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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. 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. The research and development and the management has a plan to 7produce four new products every year. 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. LOGO

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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. 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.LAXMAN a well known cartoonist.

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

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expectation of value and act on it. Whether or not the offer lives up to the value expectation affects customer’s satisfaction. CUSTOMR AWARENESS: Customers are informed and remaindered about the products and are requested and persuaded to purchase their products. Such

communication may be made their along the product or well in advance of the introduction of product into the market. 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. “Awareness compasses all the tools in the marketing mix whose major role is persuasive communications.” PHILLIP KOTLER The main features of awareness are: 1. Customers are informed about the product or services of the company. Either at the time of introduction of a new product into the market or when any change is made in the existing product. 2. Customers are reminded of the products and services of the company. 3. Customers are requested or persuaded to purchase the product and services of the company.
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4. Awareness includes, advertising, personal selling and other sale promotion techniques. Consumers must have awareness about the new products and their usage. Such activities are performed by the manufacturer. 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. To do this must skillfully use the mass promotion tools like advertising, sales promotion and public relations, personal selling, publicity. ADVERTISING: Advertising is defined as any paid form of non personal presentation and promotion of an idea, goods or services by an identified sponsor. “The best advertising is done by satisfied customers.”

-- PHILLIP KOTLER Advertising can be traced back to the beginning of the recorded history. Archeologist working in the countries around mediterrian sea

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have dug up signs announcing various events and offers. The roman painted walls to announce Gladiator fights, and the Phoenician painted pictures promoting their waves and large locks along parade routes. 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. Major Decision In Advertising: Advertising has the impersonal contact and gives message to the receiver. The advertiser uses visual media like newspapers, magazines, radio, television, posters and pamphlets. There is no feedback to know the response from the people. Advertising is directed towards consumers. This leads to more expenses and so the things become an costly affair. 1. Advertising Objectives a) To inform b) To persuade c) To remind 2. Setting the advertising budget  After determining the advertising the objectives, the company next sets its adverting.

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 Budget for each product. The role of advertising is to effect demand for the product.  However some specific factors are that should be considered when the setting the advertising budget. a) Stage in product life cycle. b) Market share c) Competition d) Advertising frequency e) Product differentiation. 3. Message Decision A large advertisers can spent the same amount on advertising, yet have very different results studies show that creative advertising message can be more important to advertising success than the number of dollars spent. 4. Message Strategy The purpose of advertising is to get consumers to think about or react to the product company in certain way. People will react only if they believe that they will benefit form doing o. Effective message consist of customers benefit, creativity, Meanings, distinctive in nature. 5. Major steps in media selection. a) Deciding on reach, frequency, impact

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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. 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.

b) Choosing various media types: Newspapers Magazines Televisions Radios Outdoors Internet c) Media timing SALES PROMOTIOIN It includes activities other than advertising, personal selling, publicity and public relations which are used in promoting sales of the product or in persuading the customer to purchase the product. Distribution of samples, premium coupon, point of purchase display, offspring etc., are the examples of sales promotion techniques.

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Samples - Offers to consumers of a trail amount of a product. Coupons - Certificate that give buyer a saving when they purchase a specified product. 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. Principles - It reduce prices that are marked by the producer directly on the label or package. Premiums – Goods offered either free or low cost and incentive to buy a product. Advertising specialties – useful articles imprinted with an advertisers name given as gift to consumers. Patronage reward – Cash or other rewards for the regular use of a certain companies products or services. Point of purchase(POP) – It displays and demonstration that takes place at the point of purchase of sale. Discount – Straight discount on price on purchase during a period of time. PUBLIC RELATIONS

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Another major promotion tool ism public relations – building good relations with the companies various publics by obtaining favorable publicity, building up a good “Corporate image” and handling off unfavorable rumors, stores and events. The old name for marketing

public relations was publicity, 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. Public relations are much broader concept that includes publicity ass well as many other activities. department may perform following functions. Public relations

a) Press relations – Creating and placing news worthy information in the

media to attack attention to a person, product or service.
b) Produce publicity – Publicizing specific products. c) Public affairs – Building and maintaining national or local community

relations.
d) Lobbying – Building and maintaining national or local community

relations.
e) Investors relations – Maintaining relationship with shareholders and

others in the financial community.
f) Development – Public relations with donors or members of non profit

organization to gain financial or volunteer support.

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PERSONAL SELLING Selling is one of the oldest professions in the world. The people who do selling go by many names. Sales people, sales representatives, Account executives, Sales consultants, Sales engineers, Agent District managers, and Marketing representatives to name just few. Sales person, an individual acting for a company by performing one of more following activities. Prospecting, communicating, Servicing and information gathering. 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, television or stage.

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Exhibit :1 CUSTOMER PURCHASING PATTERN

Occupation Builders Contractors Engineer Others Total Graph :1

Frequency 55 4 1 5 65

%of Respondents 85 6 1.5 7.5 100

8% 2% 6% Builders Contractors Engineers Others 84%

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INFERENCE: From the above table it is found that 85% of the product purchasers are builders. It is found that 6% of the customers are contractors. 1.5% of product purchasers are engineers and 7.5% of product bought by others. It is clear from the above data above, that 85% of the customers are builders because they do painting before handing over the houses to the respective owner.

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Exhibit :2 EXPERIENCE IN PAINTING PROCESS

No. of Respondents

Experienced Respondents

%of Respondents 100

65

65

Graph : 2

0%

100

100%

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

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Exhibit :3 APPROXIMATE BUDGET TOWARDS PAINTING

Value of the Budget

Frequency

%of Respondents

Below 50,000 50,000 – 75,000 75,000 – 1,00,000 Above 1,00,000

12 4 20 29

18 6 31 45

Graph:3

Below 50,000 50,000 - 75,000 75,000 - 1,00,000 Above 1,00,000

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INFERENCE: From the above table out of 65 respondents it was found that 18% of the respondents are in budget below Rs. 50,000/- which means they are ready to spend for paints. 6% of the respondents are in budget between Rs. 50,000/- to Rs.75,000/-. 31% of the respondents are in budget between Rs.75,000/- to Rs.1,00,000/- and the remaining 45% of the respondents are in budget above Rs.1,00,000/-. So it was found that maximum numbers of respondents are ready to spend upto Rs.1,00,000/- and above for paints.

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Exhibit :4 USAGE OF DIFFERENT INTEROIOR PRODUCTS Interior Products Enamel Distemper Polish Emulsion Frequency 14 34 4 13 %of Respondents 22 52 6 20

Graph: 4

Enamel Distemper Polish Emulsion

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INFERENCE: From the above table out of 65 respondents, it is found that 22% of the respondents are in requirements of enamel paint for their interiors, 52% of the respondents required the interior paint like distemper, 6% of the respondents are in requirement of Asian Paint polish, while the other 20% of the respondent are in requirement of Emulsion. In interior product usage, there is a greater demand for the distemper followed by the enamel.

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Exhibit :5 USAGE OF DIFFERENT EXTEROIOR PRODUCTS Exterior Products Cement Paint Textured Emulsion Permanent Finish SnowCem Frequency 12 3 23 1 26 %of Respondents 18 5 35 2 40

Graph: 5

Enamel Distemper Polish Emulsion

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INFERENCE: From the above table out of 65 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, where as 35% of the respondents required the Exterior Paint like emulsion and 2% of the respondent are in requirement of permanent finish product, while the remaining 40% of the respondents are in requirement of Snowcem. Snowcem had a greater demand, because most of the middle class families are using Snowcem, and next to snowcem the familiar product is emulsion.

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Exhibit :6 LIFE EXPECTANCE FOR INTERIOR PAINTS BY CUSTOMERS Period 6 months 1 Year 2 Year 5 Year Frequency 9 56 %of Respondents 14 86

Graph : 6

2 Year 5 Year

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INFERENCE: From the above table, out of 65 respondents, 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, for their interior products. In details, if we go, “No customer is expecting life below 2 years”. And most of the customers are expecting their product life above 5 years.

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Exhibit :7 LIFE EXPECTANCE FOR EXTERIOR PAINTS BY CUSTOMERS Period 6 months 1 Year 2 Year 5 Year Frequency 3 22 40 %of Respondents 534 61

Graph :7

1 Year 2 Year 5 Year

INFERENCE:

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From the above table, out of 65 respondents, 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, while the remaining 5% of respondents are expecting more than 1 year of life for their exterior paints. No one among respondents are expecting the life of interior paint products for less than 1 year.

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Exhibit: 8 TYPE OF FINISH REQUIRED FOR EXTERIOR PAINTS BY CUSTOMERS

Type of Finish Smooth Textured Permanent Others

Frequency 44 12 8 1

%of Respondents 68.5 18 12 1.5

Graph: 8

Smooth Textured Permanent Others

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INFERENCE: From the above table, out of 65 respondents, A smooth type of finish is required by 68.5% 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, while the remaining 1.5% of the customers require other type of finishes.

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Exhibit :9 TYPE OF FINISH REQUIRED FOR INTERIOR PAINTS BY CUSTOMERS

Type of Finish Distemper Emulsion

Frequency 50 15

%of Respondents 77 23

Graph: 9

Distemper Emulsion

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INFERENCE: From the above table, out of 65 respondents, “Distemper finish” is required by 77% of the respondents, while the other 23% of the respondents require emulsion finishing for their interiors.

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Exhibit :10 WOOD FINISH PRODUCT PREFERENCE BY CUSTOMERS

Type of Finish Enamel(glassy) Enamel(satin) Melamine Poly Utherene (OPAL)

Frequency 57 5 2 1

%of Respondents 87 8.5 3 1.5

Graph : 10

Enamel(glassy) Enamel(satin) Melamine Poly Utherene (OPAL)

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INFERENCE: From the above table, out of 65 respondents, it came to know that 87% of the respondents prefer for enamel(glassy) type of wood finish, where as 8.5% of the respondents prefer for Enamel(satin) type of wood finish, and 3% of the respondents prefer Melamine and the remaining 1.5% of the respondents prefer poly-utherene type of wood finish. So it is clear from the above analysis that most of the respondents i.e.,87% of the respondents are going for enamel(glassy) type of wood finish.

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Exhibit :11 AWARENESS ABOUT ASIAN PAINTS PRODUCTS Awareness Yes No Frequency 59 6 %of Respondents 90 10

Graph : 11

Yes No

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INFERENCE: From the above table, out of 65 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.

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Exhibit :12 AWARENESS ABOUT COLOUR WORLD CONCEPT

Awareness Yes No

Frequency 23 42

%of Respondents 35 65

Graph : 12

Yes No

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

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Exhibit :13 CUSTOMERS’ CHOICE OF COMPANY FOR INTEREIORS

Name of the Company Asian Berger Nerolac Others

Frequency 37 16 5 7

%of Respondents 57 25 8 10

Graph : 13

Asian Berger Nerolac Others

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INFERENCE: From the above table, out of 65 respondents, 87% 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, where as the remaining 10% of the respondents are opting for some other companies for the interiors. So, it is clear that Asian Interior Paint products have more customer preference when compared to other brands.

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Exhibit :14 CUSTOMERS’ CHOICE OF COMPANY FOR EXTEREIORS Name of the Company Asian Berger Nerolac Others Graph : 14 Frequency 32 15 58 10 %of Respondents 50 23 12 15

Asian Berger Nerolac Others

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INFERENCE: From the above table, out of 65 respondents, 87% of the respondents are opting for Asian Exterior Paints, while 23% of the respondents are preferring for Berger Exterior Paints, and 12% of the respondents are opting for Nerolac Interior Pains, whereas as the remaining 15% of the respondents are opting for some other companies for the interiors. When compared to interior paints, company exterior paints are not preferred by some of the customers who were preferring Asian paint interior products.

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Exhibit :15 TYPE OF GUIDANCE EXPECTED FROM COMPANY BY THE CUSTOMERS

Type of Guidance Provide details on recent

Frequency 25

%of Respondents 38

development & products Educate on product features Appraise on product suitability Knowledge of sales Discount Budgeting while painting Graph : 15 15 5 10 10 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 Slice 6 ting

INFERENCE:

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From the above table, out of 65 respondents, it was found that 38% of the respondents are in need of guidance regarding the details on recent development and products, whereas 24% of the respondents are in need of guidance regarding education on product features. While 8% of the respondents are in need of guidance for appraise on product suitability. 15% of the respondents are in need of guidance regarding the knowledge on sales discounts. While the remaining 15% of the respondents are in need of guidance regarding the Budgeting while Painting.

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SUMMARY
Paint industry has shown a rapid growth in the last year 2003-2004, 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.

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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 .

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FINDINGS
As a part of my study, survey on “Customer Awareness” was conducted during May – June 2000. Important findings are concerning from the customers, have resulted from the survey. They are summarized in following paragraph. There are 65 respondents in the sample of a study on “Customer Awareness”.  The First and foremost observation that has been made from the study is that “Asian Paints” is the leader in the industry of paints. It has a very high brand equity in the market.  According to observations of the survey, price is the dominating factors, which influences the purchasing decision of the respondents followed by quality, company name, coverage and service. Comparing to competitors Asian Paint Company Prices is high.  From the analysis point of view, when compared to interior paints, company exterior paints are not preferred by some of the customers, who are preferring Asian Paints interior product.  At last, most of the customers are satisfied with Asian Paint products, but at the same time they require guidance regarding the recent development of the products.

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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 well as with painting contractors with the help of the dealers.
 Company should conduct meetings, at least to make the customers to know

about the latest development in the paint industry and their products.
 Companies should even concentrate on Exterior Paints as its market share is

very low.
 Advertisement should be increased to update the image of Asian Paints in

the changing environment.
 Company must look after, there is a close relationship between sales

representatives and dealers with the customers.
 Company should maintain the customer records.

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

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CUSTOMER AWARENESS
(A Study with reference to Asian Paints India Ltd.) A Project report submitted to Andhra University, Visakhapatnam in partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
By

K. SRINIVASA RAO
Under the esteemed guidance of

Mr. G. SRINIVASA RAO, M.Sc., M.B.A.,M.Phil, P.G.D.C.A. Head of the Department

DEPARTMENT OF MANAGEMENT STUDIES SAMATA DEGREE & P.G. COLLEGE
(Affiliated to Andhra University and Approved by A.I.C.T.E)

VISAKHAPATNAM-530017 2003-2005
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CERTIFICATE
This is to certify that project titled "CUSTOMER AWARENESS" with reference to Asian Paints India Limited, Visakhapatnam submitted by Mr. K. SRINIVASA RAO, to the college of Management Studies, SAMATA DEGREE & P.G. COLLEGE in partial fulfillment for the award of the Degree of MASTER OF BUSINESS ADMINISTRATION is a record of bonafide work carried out by her under my guidance and supervision.

Place: Visakhapatnam Date:

Mr.G.SRINIVASA RAO
M.Sc., M.B.A.,M.Phil, P.G.D.C.A.

H.O.D.& Project Guide Samata Degree & P.G.College, Visakhapatnam.

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ACKNOWLEDGEMENT
I express our deep sense of gratitude and indebtedness to Mrs.R.VIJAYA RAVINDRA, Principal, Samata Degree and P.G. College, Visakhapatnam, for the encouragement given to me to complete the project and for the facilities provided to me through out the project. I am thankful to our guide and coordinator Mr. G.SRINIVAS RAO, M.Sc, MBA, M.Phil, PGDCA, for his valuable guidance and kind cooperation right from the beginning of the project report. I am thankful very much for his kind constant encouragement and guidance shown during the course of our project. I also extend my sincere gratitude to the Visakhapatnam Area Manager of Asian Paints India Ltd., for giving me the opportunity to complete the project under their able guidance. I express my gratitude to Mr. NAGA RAJU (Area Manager),

Mr. KRISHNAM RAJU (Project Sales Incharge), for their continuous support and encouragement throughout my project work. Last but not the least, I would like to express my sincere thanks to the respondents and my others not specially mentioned.

K. SRINIVASA RAO

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CHAPTER – I
 INTRODUCTION  OBJECTIVES OF THE STUDY  NEED FOR THE STUDY  METHODOLOGY  LIMITATIONS OF THE STUDY

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CHAPTER – II
 PAINTS – THE COLOUR OF OUR LIFE  PROFILE OF PAINT INDUSTRY (A Profile)

PROFILE OF THE COMPANY

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CHAPTER – III

THEORETICAL ASPECTS

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CHAPTER – IV

ANALYSIS & INTERPRETATION

95

CHAPTER – V
 SUMMARY  FINDINGS  SUGGESTIONS

96

Annexure

97

Bibliography

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CONTENTS
Page No. CHAPTER – I  Introduction  Objectives of the Study  Need for Study  Methodology  Limitations of the Study CHAPTER – II  Paints – The Colour of our Life  Profile of Paint Industry (A Profile)  Profile of the Company CHAPTER – III  Theoretical Aspects CHAPTER – IV  Analysis of the Study CHAPTER – V  Summary  Findings  Suggestions BIBLIOGRAPHY ANNEXURES 83 84 81 51 42 6 10 33 1 2 3 4 5

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TABLE AND GRAPH INDEX

Table and Graph No. 1 2 3 4. 5 6 7 8 9 10 11 12. 13 14 15

Description Customer Purchasing Pattern Experience in Painting Process Approximate Budget towards Painting Usage of Different Interior Products Usage of Different Exterior Products Life Experience for Interior Pains by Customers Life Experience for Exterior Pains by Customers Type of Finished required for Exterior Paints by Customers Type of Finished required for Interior Paints by Customers Wood Finish Product Preference Customers by

Page No 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79

Awareness About Asian Paints Products Awareness about Colour World Concept Customer choice of company for Interiors Customer choice of company for Exteriors Type of Guidance expected Company by the Customers from

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DECLARATION

I

declare

that

this

project

report

entitled

“CUSTOMER

AWARENESS” of Asian Paints India Ltd., Visakhapatnam submitted by me to the SAMATA DEGREE & P.G College of Management Studies, Affiliated to Andhra University, is my own and is not submitted to any other University or has been published anytime before.

Place: Visakhapatnam Date:

(K. SRINIVASA RAO)

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