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 PREFACE

As a partial fulfillment of three year MBA Programme it is a requirement for

award of MBA degree that we should go through a partial training for six weeks.

So, in this regard, we the participants of MBA get ourselves attached to

somewhere in the organization.

Then either we choose for ourselves, a problem research which is to be solved

during these weeks training programme or organization itself give the problem for
research. The problem research is generally chosen taking into consideration the
weakness of the organisation, so that finally when the findings of the research
come out through researcher, it helps the organisation to take remedial action.

As a participant of MBA having marketing specialisation, I joined Kansai Nerolac

Paints Ltd., where I wan assigned to conduct "Role of Advertisement and
Consumer Behaviour with special reference to Kansai Nerolac Paints Ltd., at
Muzaffarpur", I did my six weeks Summer Training with full sincerity and
devotion.

To complete such a study required grasp information from the market. I have
conducted a detailed market survey in the city of Muzaffarpur, I had gone through
several dealers shop and collected information regarding the Premium emulsion
specially about Excel emulsion.
The aim of the survey was to get through information regarding the product being
in the market and as per that information how a newly and competitive product can
be launched. My study deals with this.

I want to point out a very important aspect of this training that is right from the
stage of formulating the research problem to the stage of report writing, my
knowledge specially as regards to marketing research, has undoubtedly enhance.

It is not a criticism rather than an humble approach of a student of Business

Management to look into the various problems and may have deficiencies which
have incurred due to my lack of technical knowledge.

[Amit Kumar]
 ACKNOWLEDGEMENT

The present report based on the study on "Role of Advertisement in promoting

sales of paint products with special reference to Kansai Nerolac Paints Ltd., at
Muzaffarpur" is submitted in partial fulfillment of the requirement of MBA Degree
course of Babasaheb Bhim Rao Ambedkar Bihar University, Muzaffarpur.

First of all I wish to express my deep sense of gratitude to my teacher and guide
Dr. Anil Kumar Pandey, L.N.Mishra College of Busieness Management,
Muzaffarpur, whose support and guidance along with timely advice has helped me
to complete this project report.

I owe a special debt of gratitude to Mr. Manoj Mishra (ASM Bihar) who helped
me whenever necessary, in spite of his busy schedule.

I specially wish to thanks Mr. Sunil Kumar Verma (TSE) and all GNP personnel
for their kind cooperation.

Last but not least I cannot forget to express my great-fullness to my parents for
providing me technical support.

I have also consulted the works of many learned authors and all of them have been
listed in the bibliography. I express my immense debt of gratitude to all of them.

[Amit Kumar]
 CONTENT
 Preface
 Acknowledgement

Topic Page No.

Chapter - 1 Introduction of the Study

(a) Objective of the Study
(b) Scope of the Study
(c) Methodology Used in the Study
(d) Limitation of the Study

Chapter – 2 Introduction to Kansai Nerolac Paints in India

(a) History of Kansai Nerolac Paints
(b) Group Profile of the Organization
(c) Market Status of Organization
(d) Organizational Structure
(e) Product Profile

Chapter – 3 Role of Advertisement of Kansai Nerolac Paints Ltd. - A

Theoretical Concept

Chapter - 4 "Role of Advertisement in promoting sales of K.N.P. at

Muzaffarpur

Chapter – 5 Conclusion & Suggestions

 Bibliography
 Questionnaire
 CHAPTER - 1

Introduction of the Study

(a) Objective of the Study
(b) Scope of the Study
(c) Methodology used in the Study
(d) Limitation of the Study
 INTRODUCTION OF THE STUDY

TOPIC
This project works deals with the topic “Study of the Role of
Advertisement in promoting sales of Paints at Muzaffarpur with special
reference to Kansai Nerolac Paints Ltd.”

(a) Objective of the Study

Every study is done with certain objectives. The study without objectives preset is
a futile exercise, as it will end in no conclusion.
In this competitive environment whole market is consumer oriented. This
time they are the king of the market. So, by this study I would like to know what is
there actual role into the market and what is their behaviour towards the products
and services are getting from respective companies.
Another objective is to study the level consumer's awareness about different
brands of paints and that time what is the role advertisement.

REGARDING THE QUALITY OF BRAND

 To suggest measures to increase the market share Nerolac.

 To know the market size of the 1st quality, 2nd quality, 3rd quality Enamel
oil bound distemper and automatic paints.

BUYING BEHAVIOUR OF THE CUSTOMER

To know the buying behaviour of the customer is very important for
company. Because the company has to determine its strategy according to the
buing behaviour to know customer behaviour information should be gathered from
the sellers, either dealers or retailers, because sellers in the person who is closer to
the customer.
(b) To know the competitive service provided by different paints
companies.
(c) To know about the response for sales promotion schemes and
advertisement.
(d) To give some suggestions for improvement of the market share of
Kansai Nerolac Paints Limited.

Scope of the Study

The scope of the study for management student get to apply all their theoretical
knowledge in the company’s summer training. During training they solve the
particular problem given by the company and come to know the various thing
practically.

The study gives the company a true and unbased picture of its position and
standing in the Muzaffarpur Market and also its image in the society.
 Methodology to be used

For the preparation of project report especially in case of Marketing every steps
should be anticipated closely. In this anticipation of formulation there may arise
some problems, since these are two types of information.

(i) For Primary Information :

I have used personal interview method. This survey conducted on 25dealers
and sub-dealers and 100 consumers across Muzaffarpur Area. I used a set
questionnaire containing some questions for dealers and some questions for
consumers. These data are expensive and time consuming but these data are
most important and reliable.

(ii) The Secondary Information :

This secondary data were collected from the internal sources (Company’s
Documents) of as well as some external sources (Paper & Magazines). This
collection of these data is for easier and less time consuming.
 Limitation of the Study

Limitations are always accompanied with any work. I had completed his study
within short span of six weeks & it was not possible to understand practically all
aspects of the subjects. Each and every factor has been carried out carefully as
much as possible limitation to the study are beyond control.

As all the primary data has been collected by discussion and interviews, there is a
choice of error as people hesitate in granting correct data and sometime exaggerate
the information. Although I tried to convince the respondents that the study is only
meant for academic purpose, some respondents were not ready to furnish other
information like monthly sales, what amount of stock they carried, frequency of re-
order in spite of these limitation the investigator hopes that the study will yield
dependable and useful results.
 CHAPTER - 2

Introduction of Kansai Nerolac Paints in India

(a)History of Kansai Nerolac Paints
(b)Group Profile of Organization
(c) Market Status of the Organization
(d) Organizational Structure
(e) Product Profile
 Introduction of the Organization
(a) History of the Organization
We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at
Lower Parel in Bombay. In 1930, three British companies merged to formulate
Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire
share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was
born.

Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall
Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac
Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as
Goodlass Nerolac Paints Ltd.

In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group
on acquisition of a part of the foreign shareholdings by Forbes Gokak.

In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical

collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu
Toryo Co. Ltd., Japan.

In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata
Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share
capital.

In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata
Forbes group and thus KNP became a wholly owned subsidiary of Kansai Paint
Company Ltd.

In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed
to Kansai Nerolac Paints Ltd.
During the journey of continuous performance excellence, we have entered in to
many technical collaborations with other industry leaders such as E.I. Du-Pont de
Nemours & Company Inc., USA and Oshima Kogya Company Ltd., Japan for our
different products.

Our incessant journey of successes will go on backed by our present human asset
of over 2000 professionals and a sales turnover of Rs. 1484 crores

We are esteemed to be a subsidiary of Kansai Paint Company Limited, which is

the largest paint manufacturing company in Japan and among the top ten coating
companies of the world.

We are the second largest coating company in India with a market share of over
20%.

We are the market leader in industrial / automotive segment supplying over 90%
of the OEM requirements.

We are the leader in powder coatings.

Vision Values and Culture

In today’s dynamic business environment, no organization can afford to survive
without a well-articulated and carefully thought vision stating the overall strategic
direction and long-term future of its business.

We have been at the forefront of paint manufacturing over eight decades

pioneering a wide spectrum of quality products that change the face of economy
and lifestyles of people at large.

It is our vision to leverage global technology, for serving our customers with
superior coating systems built on innovative and superior products and world
class solutions, to strengthen our leadership in Industrial coatings and propel
for leadership in Architectural coatings, all to the delight of our stakeholders.

We firmly believe that it is not only the vision of where we wish to go which will
form a cornerstone of all our further growth, but also our conviction to the fact that
the values based proposition has to be ultimate foundation of our business.

To this end we consciously have internalized and been practicing these values in
all our business transactions though human beings:
Innovation
Entrepreneurial
Responsive
Simplicity
Team Orientation

Cultural Ethos
Vision driven organization
Employees feel pride in being part of the organization
Recognition of human resources as extremely important and critical assets
High level of human dignity
Transparency and openness among employees at all hierarchical levels
Performance-linked reward system
Management and employee commitment to organization values is high
Autonomy in work is high
High commitment to quality products
The Quality Policy

It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve
complete customer satisfaction by providing products and services that
consistently meet or exceed the customer needs and expectations, pursuant to
agreed specifications, delivery schedules and competitive prices. It is the
philosophy of the company to systematically operate its manufacturing facilities
by inculcating commitment to total quality management at all levels and on a
continuous basis with a view to achieving “First Time Right” results in
manufacture, services and other operations.

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

Open Door Policy

Working together requires that we have a friendly atmosphere based on trust and
respect amongst all of us.

At Nerolac we follow an Open Door policy. Any person is free and welcomed to
share good idea, suggestion, doubt, problem about job or work place, or
uncertainties about one’s future in the organization. An open and transparent
communication is appreciated.

Social Responsibility
The company continues to make its due contribution to community relief and
development activities and has donated both in cash and kind for the beautification
of some public places in Mumbai and elsewhere. The company continued its
activities directly or indirectly through trusts/agencies in community Development
and Social Welfare including contributions towards national defense, medical help,
education, improvement of environment etc.

Organizational Strengths
An organization is not set on pillars of brick and concrete but is set on strong
inherent characteristics that make it strong for years!
Nerolac is carrying on strong since 1920. Following are its strengths that have
kept this company in good faith.

Strong vision and values

Nerolac is a company with very clear and well-defined vision and very strong
values. Clarity of vision and strong foundation of cultural values have always kept
this company in good stead. Its ethical conduct has always guarded it against any
possible traps and pit falls.

We have made sure that the distribution hurdles and the climatic vagrancies do not
affect the quality of our services. This same commitment will ensure that Kansai
Nerolac will march towards its centennial year, fully dedicated and invigorated, in
step with the exciting wave of industrialization and modernization pervading
through the new India.
 (B) Group Profile of the Organization

Nipa Chemicals Ltd.

This Company specializes in the manufacture of Pre-Treated Chemicals. Nipa

Chemicals Ltd., is a joint venture of Nihon Parkerizing Co. Ltd., Tokyo, Japan,
and Kansai Nerolac. We provide the technical and the marketing support for Nipa
Chemicals.

Committed to provide the best in Paints, Nerolac have entered into Technical
Collaboration with two industry leaders known for their technical superiority.

The two technical collaborators are:

Kansai Paint Co. Ltd., Japan
Oshima Kogyo Co. Ltd. Japan

The Associates of Nerolac provide that vital edge to stay ahead of the competition.
These associations were setup with the specialized expertise of the Industry leaders
to make Nerolac a complete Paint Company catering to all the market segments.
 (C) Market Status of the Organization

The Company has registered a Top line growth of 21.9% at Rs. 345.06 crores, in
the IV Quarter, as compared to Rs.283.01 crores in the previous year, same period.

The Profit Before Tax posted for the IV quarter is of Rs. 35.68 crores as against
Rs. 31.06 crores in the previous year, same period, registering a 14.9% increase.

On cumulative basis, for the full year the gross sale registered is of Rs 1483.86
crores, an increase of 21% per cent, as compared to Rs1225.98 crores for the
previous year.

The Company has posted Profit Before Tax of Rs. 160.97 crores as against Rs.
199.60 crores in the previous year. Previous year’s profit included an extraordinary
gain on sale of shares of Rs 50.39 crores. On excluding this, the growth in Profit
Before Tax is 7.7%.

During the quarter, a scheme of amalgamation of Polycoat Powders (PPL) with the
Company was approved by the Bombay High Court effective 1st April, 2006. On
completion of all the statutory formalities, the scheme has been given effect to, in
these results and hence figures for nine months have been restated. Consequently,
figures for the quarter and year are not comparable with the previous quarter/year.
Pursuant to the amalgamation, the company has issued 14,38,320 shares to Kansai
Paints Japan as a result of which Kansai Paint Japan’s equity holding has
increased from 64.52% to 66.41%.

Commenting on the performance of the company, Mr. H. M. Bharuka,

Managing Director, Kansai Nerolac Paints Ltd, said “It has been a year since
we started working under the brand name Kansai Nerolac and we have had a
favorable year with Top line growing at 21%. The growth this year is led by
Decorative business. The growth in industrial has been lower and the cost could
not be fully passed on to customers. We will continue to invest in research &
technology in developing new products & finishes keeping abreast of all the latest
trends in the sector and cost will be kept under check. The boom in infrastructure
continues to accentuate the sales and industrial is not the least behind.”

Kansai Nerolac Paints has been at the forefront of paint manufacturing for
more than 86 years pioneering a wide spectrum of quality paints. Kansai
Nerolac is the second largest paint company in India and undisputed leader in
Industrial segment, having a turnover of Rs1484 crores. The company has
five strategically located manufacturing units all over India and a strong
dealer network of over 11000 dealers across the country. The company
manufactures a diversified range of products ranging from architectural
coatings for homes, offices, hospitals and hotels to sophisticated industrial
coatings for most of the industries.
 (D) Organizational Structure

A sale organization is both an orienting point for co-operative endeavor and a

structure of human relationships. It is a group of individuals striving jointly to
reach qualitative and bearing formal and informal relations to one another.

Existence of a sales organization implies the existence of patterns of relationships

among subgroups and individuals established for purposes of facilitating
accomplishment of the group's aims.

A good and efficient sales organization is the foundation for execution of sales
policy and sales programme.

The concept of organizational structure is somewhat abstract and illusive.

However it is real and effects everyone in the organization.

According to March and Siman, "Organizational structure consists of those aspects

of pattern of behaviour in the organization that are relatively stable and change
only slowly."

It facilitates the growth of the organization. It stimulates creative thinking and

initiative by proving well defined are of work with provisions for development of
new and improved ways of working.
 Organizational Structure

Managing Director

Vice-President, Sales

Zonal Manager Zonal Manager Zonal Manager Zonal Manager

(East) (West) (North) (South)

R.S.M R.S.M R.S.M R.S.M

Unit Head, Unit Head, Unit Head,

Bihar & Nepal Jharkhand Orissa

Territory Sales Territory Sales Territory Sales

Incharge Incharge Incharge
 (E) Product Profile of Kansai Nerolac Paints Ltd.

Products
Decorative Paints Industrial Paints

Decorative Paints
(1) Walls
Interior
Water Based Paints
EMULSION

Nerolac Impression 24 Carat Premium Luxury Emulsion

Product Description
Nerolac Impression 24 Carat Premium Luxury Emulsion is a premium quality
Architectural coating specially formulated by using pure acrylic latex, and high
opacity micronised pigments so as to impart smooth velvet finish, with excellent
washability.

Performance Features & Benefits

• Smooth Velvety Finish with Sheen

• Excellent Flow & Brushability
• Excellent Washability & Stain Resistance
• Very good Antifungal Resistance
• Ease of application
• Low odour.

Nerolac Impression Metallic

Product Description
Nerolac Impression Metallic is a premium quality water base special effect
designer series range that creats a variety of special effects and textures on
interior walls and is based on pure acrylic emulsion

Performance Features & Benefits

• Smooth Velvety Finish with Sheen

• Excellent Flow & Brushability
• Excellent Washability & Stain Resistance
• Very good Antifungal Resistance
• Ease of application
• Low odour.
• Good aesthetic look
• Can make various designs with different application tools

Nerolac Disney Emulsion

Description:
Nerolac Disney Emulsion is a water-based, premium super luxury interior wall
finish. It provides a distinctly rich, velvety smooth with exquisite satin finish.
Ideal base coat for Disney stencil application and for superior results.

Properties:
It offers excellent washability and superior stain resistance. No added lead,
mercury or chromium compounds.

Designs:
Nerolac Disney Emulsion has beautiful designs of Micky & family, Pooh and
Princess.

Packaging:
Nerolac Disney Emulsion is available in 1lt attractive pack. Along with this
one set each of stencil kit and tool kit is required for one complete design.
DISTEMPER

Nerolac Beauty Premium Acrylic Distemper

Product Description
Nerolac Beauty Premium Acrylic Distemper is supplied in paste form, and it
can be used for the decoration of fully matured plasterwork, concrete,
brickwork and asbestos surfaces. The paste is bound with a stable acrylic
medium.

Performance Features & Benefits

• Premium Acrylic Distemper

• Ease of application
• Good washability
• Eye soothing matt finish.

Nerolac Beauty Acrylic Distemper

Product Description
Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used
for the decoration of fully matured plasterwork, concrete, brickwork and
asbestos surfaces. The paste is bound with a stable acrylic medium.
 Performance Features & Benefits

• Economical Distemper
• Ease of application
• Good washability
• Eye soothing matt finish.

Nerolac Beauty Oil Bound Distemper

Product Description
Nerolac Beauty Oil Bound Distemper is supplied in paste form and it can be
used for the protection and decoration of fully matured plasterwork, concrete,
brickwork and asbestos surfaces. The paste is bound with a stable oil emulsion
medium.

Performance Features & Benefits

• Ease of application.
• Good washability
• Eye soothing matt finish.

Solvent Based Paints

(I) Nerolac Pearls Lustre Finish

Nerolac Pearls Lustre Finish

Brand Name

Nerolac Pearls Lustre finish is a Special Interior Wall paint that captures the magic
glow of pearls and the intrinsic resilience of the shell. Thus, this paint very rightly
stands for "Ornamentation for walls". This is a special product for interior use,
developed by incorporating selected pacifying pigments dispersed in a specially
formulated medium.
Performance Features & Benefits

• Silky finish with pearly sheen

• Excellent stain resistance
• Very good washability
• Good applicability
• Tough and hard film.

ENAMEL
Nerolac Synthetic Enamel

Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based
enamel incorporated with best quality opacifying and light fast pigments.

Performance Features & Benefits

• Excellent Water Repellency

• Good Stain Resistance

• Excellent flow characteristics to form smooth and uniform finish

• Excellent Hardness and Durability
• Excellent Gloss.

Nerolac Satin Enamel

Product Description

Nerolac Satin Enamel is specially formulated to give an excellent smooth

finish resembling the smoothness of satin to masonry, wood and metal
surfaces. It can be easily cleaned to give new look to the surface.

Performance Features & Benefits

Very smooth satin like appearance
Good washability
Very good flow and brushability
Hard durable film.

Nerolac Impression Hi-Performance Enamel

Product Description
Nerolac Impression Hi-Performance Enamel is a specially designed coating having
a judicious blend of high quality resin & light fast pigments. It is recommended for
suitably primed interior & exterior wooden, masonry and metal surfaces.

Performance Features & Benefits

• Super sleek and shiny finish with special anti-fungal formula to

provide protection from fungus.
• Excellent gloss and gloss retention.
• Excellent colour and colour retention
• Excellent flow characteristics to form smooth and uniform finish
• Excellent durability
• Up to 30% more coverage than popular enamels.

FLAT OIL
Nerolac Synthetic Flat Paint Interior

Description: Nerolac Synthetic Flat Paint Interior is a ready to use paint for wall
& ceilings incorporating high opacity pigments dispersed in a synthetic resin
medium. This product can be blended with Nerolac Synthetic Enamel in various
proportions to obtain different sheen levels as desired.

Properties: Nerolac Synthetic Flat Paint Interior can be easily applied on interior
walls which when dried gives a pleasant velvet matt finish. The dried film provides
a very hard wearing surface. It can be regularly cleansed without detriment to its
appearance. The matt finish is useful in minimizing the uneven appearance of
ceiling & wall surfaces. It is best suited for decoration of ceiling & wall surfaces
where a matt finish combined with long-term durability is an essential
requirement.

Packing: The choice of packs that are offered to the consumer are 20 litre drums,
4 litre & 1 litre tins.

Exterior

Nerolac Impression Excel Anti Peel Acrylic Exterior Paint

Product Description

Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water
based, high performance, long lasting exterior paint, formulated to suit the extreme
tropical conditions of high rainfall, humidity and heat. The product is based on
100% Acrylic resin and hence it forms a tough and flexible protective film, with an
excellent bonding to the substrate, which prevents peeling off or cracking for years
together. Nerolac Impression Excel Anti Peel Acrylic Exterior Paint contains a
unique combination of surface protectants, which are released slowly over a long
period of time. This actively helps not only to prevent the fungal and algae growth,
but also, ensures constant surface activity against these irritants for a long period.

Performance Features & Benefits

• Excellent out-door durability

• Very good colour retention
• Faster drying
• Smooth & Matt to Slight Sheen finish
• Excellent resistance to fungal and algae growth
• Easy to apply and maintain
• Superior washability & scrub resistance
• Very wide range of beautiful colours
• Very good coverage thus good value for money.
 Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion

Product Description

Nerolac Impressions Excel Total All In One Acrylic Exterior Emulsion is high
performance premium water based, long lasting exterior paint, with UPF
(Ultimate Paint Formula). It is formulated to suit the extreme tropical
conditions of high rainfall, humidity and heat. The product is based on 100%
Acrylic resin and hence it forms a tough and flexible protective film, with an
excellent bonding to the substrate, which prevents peeling off or cracking for
years together. It contains special type of emulsion which gives Excellent Dirt-
pickup Resistance and Excellent Sheen. 1`All In One Acrylic Exterior
Emulsion contains a unique combination of surface protectants, which are
released slowly over a long period of time. This actively helps not only to
prevent the fungal and algae growth, but also, ensures constant surface activity
against these irritants for a long period. It also offers a 7 year warranty*

Performance Features & Benefits

• Excellent Dirt Pick up Resistance

• Excellent resistance to fungal and algae growth
• 7 year warranty*
• Excellent out-door durability
• Very good colour retention
• Smooth & High Sheen finish
• Easy to apply and maintain
• Superior washability & scrub resistance
• Very wide range of beautiful colours
• Very good coverage thus good value for money.

Nerolac Suraksha Advanced Plastic Exterior Paint

Product Description
Nerolac Suraksha Advanced Plastic Exterior Paint is an economical water
thinnable coatings, specially designed for application on exterior walls in dry or
moderatey humid climatic conditons. It has good Washability, Anti-Algal & Anti
Fungal properties.

Performance Features & Benefits

• Economical water thinnable coating

• Better outdoor durability
• Smooth and pleasing finish with Sheen
• Performance much superior to cement paint
• No need of curing.

Nerolac Suraksha Plastic Exterior Paint

Product Description

Nerolac Suraksha Plastic Exterior Paint is an economical water thinnable coatings,

specially designed for application on exterior walls in dry or moderatey humid
climatic conditons. Nerolac 'Suraksha' is much superior to normal cement paint
coatings in respect to exterior durability, finish, washability and resistance to
fungus / algae.

Performance Features & Benefits

• Economical water thinnable coating

• Better outdoor durability
• Smooth and pleasing finish
• Performance much superior to cement paint
• No need of curing.

TEXTURED
Nerotex Matt Decorative And Protective Exterior Finish
Product Description

Nerotex matt wall finish is a water-based product that gives a high performance,
textured finish coating. It is specially formulated by using Light fast pigments,
special type thermoplastic resin medium, fine and tough aggregates like inert
silica, unique additives to resist fungus, algae and mould growth. It protects the
exterior surfaces from rain, sun, dust.

Performance Features & Benefits

• Very good exterior durability

• Matt and textured finish
• Good resistance to fungus, algae and moulds
• Good flexibility and adhesion
• Good washability

CEMENT

Nerocem with Titanium+

Product Description

Nerocem with Titanium + is available in powder form. It is an economical exterior

product specially formulated by using best quality white cement and other
ingredients to get an economical exterior product. It is useful for the protection and
decoration of the surfaces.

Performance Features & Benefits

• Easily mixable with water

• Superior water repellency
• No cracking, flaking or peel off
• Excellent hiding power
• Ease of application by brushing.
NEROLAC IMPRESSION EVER LAST SELF CLEANING
Nerolac Impression Everlast Self Cleaning

Product Description

Nerolac Everlast with pliolite is a specially designed solvent based exterior

coating having superior properties with respect to protection of masonry surfaces
from aggressive environmental conditions. It is formulated by using ideal
combination of true pigments and special type of extenders, dispersed in a
balanced combination of different grades of Styrene Acrylate Resins and
plasticized with ultra violet stabilized grade of plasticizer.

Performance Features & Benefits

• Excellent durability
• Excellent adhesion to masonry surfaces
• Very good alkali resistance
• Unique breathable film properties
• Self cleaning characterstics
• Very good resistance to mould growth
• Can be applied on freshly constructed masonry surfaces.

(2) Woods
(I) 1K PU -
Variants - Gloss, Matt
Type of Coat - Top Coat
Features - Good Gloss, Easy to Use, Good Value for Money
Usage - Wood, Veneer
(II) Mel'mine
Variants - Gloss, Matt, Thinner
Type of Coat - Top Coat
Features - Excellent Finish, Quick Drying, Compatible to all
base coats, Non Yellowing
Usage - Wood, Veneer, MDF
 (III) 2K PU
Variants - Gloss, Matt, Sealer, Thinner
Type of Coat - Top Coat

(IV) PU Interior +
Variants - Gloss, Matt
Type of Coat - Top Coat

(V) Multisealer
Variants - NA
Type of Coat - Base Coat

(VI) Water Clear Lacquer

Variants - NA

(VII) Wood Stains

Variants - NA
Type of Coat - Color

(VIII) NC Sanding Sealer

Variants - NA
Type of Coat - Base Coat
Features - White & opaque in appearance, Quick Drying

(IX) NC Wood Filler

Variants - NA
Type of Coat - Base Coat
Usage - Wood, Veneer, MDF
(X) NC Thinner
Variant - NA
Type of Coat - Thinner
Features - Compatible with NC & Melamine based products

(3) Metals
Nerolac Impression Hi-Performance Enamel

Product Description

Nerolac Impression Hi-Performance Enamel is a specially designed coating

having a judicious blend of high quality resin & light fast pigments. It is
recommended for suitably primed interior & exterior wooden, masonry and
metal surfaces.

Performance Features & Benefits

• Super sleek and shiny finish with special anti-fungal formula to

provide protection from fungus.
• Excellent gloss and gloss retention.
• Excellent colour and colour retention
• Excellent flow characteristics to form smooth and uniform finish
• Excellent durability
• Up to 30% more coverage than popular enamels.

Nerolac Satin Enamel

Product Description
Nerolac Satin Enamel is specially formulated to give an excellent smooth finish
resembling the smoothness of satin to masonry, wood and metal surfaces. It can
be easily cleaned to give new look to the surface.

Performance Features & Benefits

• Very smooth satin like appearance

• Good washability
• Very good flow and brushability
• Hard durable film.

Nerolac Synthetic Enamel

 Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based
enamel incorporated with best quality opacifying and light fast pigments.

Performance Features & Benefits

• Excellent Water Repellency

• Good Stain Resistance

• Excellent flow characteristics to form smooth and uniform finish

• Excellent Hardness and Durability
• Excellent Gloss.

INDUSTRIAL PAINTS

Automotive Coatings

Kansai Nerolac is the Market Leader in the automotive coating segment in India
with a market share of over 60% with global technology acquired from Kansai
Paint Co. Ltd, Japan. Kansai Nerolac offers the latest technology in automotive
painting systems to the Indian automotive industry.

Automotive Coatings of Kansai Nerolac have been tested and certified by global
automotive manufacturers who have set up base in India, like:

Suzuki Motors
Honda Motors
Toyota Motors
Ford Motor Company
General Motors Corporation
IVECO Motors
Peugeot
Through its various strategic collaborations, Kansai Nerolac offers a total painting
system to auto makers in India with a range of products, starting from Pretreatment
Chemicals, Electro Deposition Primers, Intermediate Coats/primer Surfacers, Solid
& Metallic Top Coats, Clear Coats Touch-up Paints.

The product range is backed up by a strong technical service network of experts

placed at customers’ end, training programs, VA/ VE activities in co-ordination
with customers resulting in ultimate delivery of optimized painting solutions.

Kansai Nerolac has tie-up with the global players for product range offered to
automotive and industrial customers. Kansai Nerolac has entered into
collaboration with the following players for specific product range:

Company
 Product Category
 Kansai Paint Co., Japan
 ED Primers, Automotive & Industrial Coatings
 Nihon Parkerizing, Japan
 Pre-Treatment Chemicals
 Oshima Kogyo, Japan
 Heat Resisting paints
 Ameron, USA
 High Performance Coatings

Product Range:

Pretreatment (PT) chemicals

Degreasing chemicals - High Temp. / Low Temp.
De-rusting chemicals
Phosphating Chemicals - Di-cationic and Tri-cationic
Activation and Passivation chemicals
Surface Conditioners
Pretreatment Chemicals for plastics

Electro Deposition (ED) Primers

Polybutadiene Resin Based Anodic Electrodeposition Primer

Epoxy Resin Based Cathodic Electrodeposition Primer
Acrylic Resin Based Cathodic Electrodeposition Primer

Intermediate Coats / Primer Surfacers

Conventional Primers, based on - Alkyd-Amino Epoxy Polyester amino

Polyurethane
The Intermediate Coats are available in White, Light Grey, Dark Grey, Red, Blue
and other specific colours as required by OE manufacturers.’

Top Coats

Solid Colours, based on -

Alkyd-Amino
TSA Polyester amino
Polyurethane

Metallic / Mica, based on -

Polyester
Thermo-setting Acrylic
Polyurethane

Clear Coats
Acrylic amino
2K acrylic urethane
Alkyd-Amino
Polyester / Acrylic
Silane based Mar Resistant
Touch-Up Paint
Nitro-cellulose Acrylic based paint
Quick Drying Acrylated based paint
Polyrethane based paint

The entire range of products from Primers to Top Coats are available as per
customers' specific colour/performance need.

General Industrial Coatings

The paint manufacturing industry is moving ahead by leaps and bounds, and
setting the momentum is Kansai Nerolac Paints. A pioneering R&D, ensures we
manufacture a wide spectrum of paints that change the face of the industry in
India.

Our product spectrum offers a comprehensive coating system starting from P.T.
Chemicals, Primers, Top Coats & Lacquers, Coil Coats, Heat Resistant Paints,
Metal decoration coating, etc.

High Performance
It is amazing how often the havoc wreaked by the ravages of corrosion goes
unnoticed, even though rough estimates put the corrosion losses in India at a
whopping Rs. 4000 crores a year!

Powder Coating

Polycoat Powders Ltd.

Polycoat Powders Ltd., is an associate company of M/s. Kansai Nerolac Paints
Ltd., occupying the No.1 position in the powder coating segment in India.
Polycoat Powders Ltd. is an ISO-9001 certified company and is engaged in the
manufacture of Thermosetting Powder Coatings since 1984. The powders are
manufactured in technical collaboration with Kansai Paints - Japan which is
among the top 10 Coating companies in the world. The manufacturing facilities
for Powder Coating are at Lote Parshuram in Ratnagiri district, Maharashtra &
at Bawal,Haryana.
 CHAPTER - 3

ROLE OF ADVERTISEMENT OF KANSAI

NEROLAC PAINTS LTD. - A THEORETICAL
CONCEPT
 ROLE OF ADVERTISEMENT OF KANSAI NEROLAC
PAINTS LTD. - A THEORETICAL CONCEPT

The modern age is the age of the competition. Acture competition has made it
absolutely necessary for manufacturer to reach the customers and to find out new
buyers for their products. Advertising is one of the important activities through
which a manufacturer firm conveys through persuasive communication to the
target buyers.

According to American Marketing Association - Advertising is any paid form of

non personnel presentation and promotion of ideas, goods or services by an
identified sponsor"

The main purpose of advertising is communication and its long objective is the
profit maximization of the firm. Though the basic purpose of advertising is to
bring the advertised products as well as its features and uses to the natives of
consumers, it servers a number of other allied purpose also which are as follows :-
 Help to sales man
 Certainty of new demands
 Removal of doubts about goods
 Maintenance of scale demand
 Creation of image and goodwill of the advertising firm
 Explaining various uses of goods to the customers
 Reduction in production and distribution cost
 Increase in sales and ultimately in profits of the firm
 Improving the morale of dealers and salesman
 Enabling the producers of manufacturer to face competition
 Reminding the users to buy the products
So, in short the role of advertisement is benefiting the producer, educating the
consumer and helping the salesman in their selling jobs. Advertising owes the
certain obligation to the society, which are as follows:-
1. The first obligation of advertising is to communicate with the people.
2. It must spread the aesthetic and moral value in the society.
3. The advertising system must contribute to a high standard of living for the
society. It must develop the motivation in the people to work hard in order
to acquire more purchasing power to and sales function.
4. Advertising's chief task from a social point of view is that of encouraging
the development of new products gearing high competition and toning up
the production.
5. Advertising should not debase our esthetic or cultural standards. Artistic
satisfaction from drawing, painting, photographs, music and drama are
subjective as are other satisfactions.
6. Products such as liquor, cigarettes, contraceptives, and feminine hygiene
sprays etc. These advertising are not in the interest of society so their
advertisement should be banned. Rather, the government or the social
institution should educate people against the use of such products through
advertisements.
7. Advertisers should avoid using objectionable appeals such as sex or fear in
bad taste.

*************
 CHAPTER - 4

Role of Advertisement in Promoting Sales of

Kansai Nerolac Paints Ltd. at Muzaffarpur
 Role of Advertisement in Promoting Sales of
Kansai Nerolac Paints Ltd. at Muzaffarpur

DATA ANALYSIS AND ITNERPRETATION

Data analysis and interpretation is very important part of the research report. After
the completion of research work on the basis of structured questionnaire. The
findings of survey is analysis and interpretation of whole research design and
result of this analysis and interpretation are as follows :-

Percentage of different brands in decorative Paints available on the counters.

Brand Percent
Nerolac 48.75%
Asian Paints 29.09%
Berger 14.33%
ICI Dulux 1.25%
Others 6.58%

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Nerolac Asian Berger ICI Dulux Others
Paints

Nerolac Paints Sales in Heavily Advertising Period

Performance No. of Respondent % of respondent

 Good 16 64%
Satisfactory 8 32%
Poor 1 4%

16
16
14
12
10
8
8
6
4
2 1

0
Good Satisfactory Poor

It is evident from the table-3 that 64% dealer's point of view about the sale Nerolac paints
in heavily advertised period is good where as 32% said sale of Nerolac Paint is
Satisfactory and only 4% dealers is poor.
 Dealers Preference for Regular Advertising

Performance % of Respondent
Positive 92%
Negative 8%

100%

80%

60%

40%

20%

0%
Positive Negative

It is evident from table no.-4 that 92% dealer prefer the regular advertisement from the
company's whereas only 8% dealer did not want regular advertisement.
Dealers Preference about Advertisement Media

Particulars No. of Respondent

TV 15
Newspaper 5
Wall Painting 3
Pumpalets 2

8%
12%

20% 60%

TV Newspaper Wall Painting Pumpalets

From the table no.-5 we can easily find that most of the dealer prefers TV as a most
effective advertising media then after comes other effective advertising media newspaper.
Wall painting and pumpalets dealers strongly emphasis in newspaper and TV as a very
strong publicity.
Dealer's opinion regarding change in Advertising

Satisfaction Level No. of Dealer % of Dealer

Positive 20 80%
Negative 5 20%

80%
70%
60%
50%
40%
30%
20%
10%
0%
Positive Negative

From Table No.-6 it is evident that 80% dealers say that there should be change in
Nerolac Paints Advertisement and 20% say that no change to require in present
advertisement given by the company to increase and promote the sale.
 CONSUMER SURVEY

The survey has done on the 100 persons of Muzaffarpur on the basis of structured
questionnaire and findings of the survey is analysed and interpreted. The result of this
analysis and interpretation are as follows :-

Gender No. of Respondent % of respondent

Male 88 88%
Female 12 12%

100% 88%

80%

60%

40%
12%
20%

0%
Male Female

Among the 100 respondent 88% are male and 12% female as soon in table no.-7 and
graph constructed above.
 Occupation of the Respondent

Occupation No. of Respondent % of respondent

Service 43 43%
Business 28 28%
Student 7 7%
Retired Person 22 22%

22%
43%

7%

28%

Service Business Student Retired Person

It is evident from Table and graph that 43% respondent are service man, 28% business
man, 7% student and rest 22% are Retired person.
 BRAND DECIDERS IN THE FAMILY

Respondent No. of Respondent % of Respondent

Family Head 62 62%
Wife 26 26%
Child 12 12%

12%

26%
62%

Family Head Wife Child

It is evident from the table that 62% case family head is responsible who desire the brand
of paints to be purchased, 26% wife decides in family, 12% decides to the children.
 PAY ATTENTION TO ADVERTISEMENT

Yes 81
No 19

100% 81%
80%

60%

40%
19%
20%

0%
Yes No

From the table, it is evident that 81% respondent pay attention on advertisement a
just only 19% people say that they list pay attention to the advertisement.
MEDIA FOR EFFECTIVE ADVERTISEMENT

Media No. of Respondent % of Respondent

TV/Radio 62 62%
Newspaper 23 23%
Wall Painting 11 11%
Pumpalates 4 4%

11% 4%

23%
62%

TV/Radio Newspaper Wall Painting Pumpalates

From the table, it is evident that TV/Radio is the most effective media for advertisement.
It is opinion of maximum 62%, where as 23% respondent prefer newspaper and 11%
prefer wall painting and overall 4% prefer pumpalates.
Choice of Consumer in Advertisement

Choice No. of Respondent % of Respondents

Quality 42 4%
Price 30 30%
Brand 18 18%
Offer 10 10%

10%
18% 42%

30%

Quality Price Brand Offer

From the above table, it evident that 42% respondent look for quality in advertisement is
maximum where as 30% respondent prefer price which is again important factor 18%
respondent go for brand and rest of 10% go for offer.

********
 CHAPTER - 5

Conclusion and Suggestions

Conclusion and Suggestions

Conclusion
On my overall survey, I found that some conclusion which is helpful in giving
some new idea regarding advertising.

 Nerolac should make advertising strategy more efficient and regular after
rainy season as well as after the flood. At that time special features must be
heightened through advertising.

 Advertising must be created to consider the customer benefit because today

"Customer is the King of Market" so it should be customer oriented not
only features oriented. So that customer should feel that indeed the product
is of high value and give them a long lasting satisfaction.

 The impact of advertising on purchase reveals that customer buy more of

those brands that are more advertised on TV, Newspaper, Hording, Wall
Painting and on Print material. So Nerolac should give more attention on
each of these media to curve the image of company deeply in the mind of
customers.
 Lack of company personnel's visit to the counter is also complained by the
respondents. They said that the company personnel seldom pays visit to the
shop and rarely cares about the interests of the respondents.
SUGGESTIONS :-
Several Suggestions an effectiveness of advertising have been drawn after me
analysis and interpretation of collected data. On the basis of those conclusion
certain recommendations are being proposed with the hope that it would be in
company's interest.
 About half of the total respondent claim that they got information about
Nerolac Paints through electronic (TV) media. So proper attention should
given to provide the advertisement on the Television and Radio must be
regular and in effective way.
 It is found that consumer expects company that they should keep on
changing their advertisement to make it more innovative.
 Company should lay down emphasis on creating some realistic features of
the product so that it would increase the percentage of satisfied consumer.
 On the basis of feedbacks from the customer I would like suggest rather on
concreting on product, Price and Quality company should imphasis on
advertising in the rural areas.
 I would like to suggest in the rural areas company should promote the
advertising through Wall Painting, Hoardings and pumplets to make it more
effective for the promotion of sales of the company.
 In the rural areas the company should imphasis on advertising through local
channels and through loud speakers in regular basis.
 As Muzaffarpur is mostly effected by "Flood" most of the times, the
company should establish relief camps which would make an effective
advertisement of the company.

*********
 BIBLIOGRAPHY

Marketing Management : Analysis, Planning,

Implementation and Control
Prentice Hall Inc., Ninth
Edition by Kotlar, Philip.

Marketing Management : The Indian Context, Second Edition,

By Ramaswamy and Namakumari

Marketing Research : Seventh Edition, Prentice Hall

Inc., By Luck, David J. and Rubin,
Ronald S.

Sales Management : Eighteenth Indian Reprint,

Prentice Inc. by Still,
Richard R., Cundiff,
Edward W, sand Govoni,
Norman A.P.

Magazine : Business India & India Today

Website : www.nerolac.com
 Questionnaire for Dealer

Name : ...................................................................................................................
Address : ...............................................................................................................
................................................................................. Phone ..................................

How long you have been in Paints Business ?

What are main brands you are dealing with ?
a) Asian b) Nerolac
c) Berger d) ICI
e) Salimar f) Others
Which brands of Paints are fast moving at your counter ?
............................................................................................................................
Do you think me advertisement given by the company is boosting the brand image
or increasing the sale
a) Yes b) No
Performance of Sales of Nerolac Paints in heavily advertisement period ?
a) Good b) Satisfactory
c) Poor d) Verygood
Do you have a need of regular advertisement to sale our product ?
a) Yes b) No
If yes, then How ?
a) Publicity through pamplates b) TV/Radio
c) Trade Fair d) Any other
How do company help you in selling out the product ?
a) Advertising the product b) Launching promotional scheme
c) Providing attractive trade d) Providing financial incentives
Do you feel any change in the present Nerolac Paints advertisement to improve the
sales ?
a) Yes b) No
Do you want to give any suggestion to Nerolac Paints regarding Advertisement ?
------------------------------------------------------------------------
------------------------------------------------------------------------
------------------------------------------------------------------------

Thank you

Date : .....................
Place : .................... Signature of Surveyor
 Questionnaire for Consumer

Name : ........................................................................................................................
Address : .....................................................................................................................
................................................................................. Phone ........................................

Sex .............................. Educational Qualification .....................................................

Occupation ....................................... Age ......................... Monthly Income ............

Which Brand of Paints you Use ?

a) Brand Name b) Year of Purchase

Who decides in your family to buy for thing ?

a) Family Head b) Wife
c) Child d) Self

Any reason for your preference for this brand ?

a) Brand Name b) Advertising
c) Price d) Friends Advice

Do you pay attention to Advertisement.

a) Yes b) No

Do you think advertising is helpful on influence the sales ?

a) Yes b) No

If yes than which media influence you the most ?

a) TV/Radio b) Print Media

Do you remember Neropac Paints Advertisement that you have seen any where ?
 a) Yes b) No

How many times you had seen the AD in the part 15 days.
a) One b) More than one
c) Many time d) None

Where do you get information about Nerolac Paints ?

a) TV b) Neighour/Friends/Relatives
c) Hoarding d) Wall Paint
e) Banners f) Magazine

Which brand of paint has the most effective advertisement.

a) Asian b) Nerolac
c) Berger d) ICI
e) Salimar f) Others

Thank you

Date : .....................
Place : .................... Signature of Surveyor