A Summer Training Report On “BRAND AWARENESS AND BUSINESS DEVELOPMENT OF IMPRESSIONS STYLE ZONE” For Hyderabad City Submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Management. 2009-2011 Submitted to: 1. Mr. Ranjeet Dayal Asst. Manager – Retail Submitted by: Nasir Uddin ACKNOWLEDGMENT It is my proud privilege to express my sincere gratitude to all those who helped me directly or indirectly in completion of this project report. The last 2 months with KANSAI NEROLAC Pvt. Ltd has been full of learning and sense of contribution toward the organization. I would like to thank KANSAI NEROLAC for giving me an opportunity of learning and contributing through this project. I also take this opportunity to thank all those people who made this experience a memorable one. In this context as a student of INSTITUTE FOR TECHNOLOGY AND MANAGEMENT, WARANGAL I would first of all like to express my gratitude to Prof. N.Purna Prabhakar (Academic coordinator) for guiding me while preparing my summer internship report. I am greatly indebted to Mr. Ranjeet Dayal (Assistant Manager Retail) for his support, guidance and valuable suggestion by which this work has been completed effectively and efficiently. This all contribution is of immense value. I owe my heartiest thanks to the company members whose continuous cooperation throughout the study was unparallel. His charismatic attitude made this study joyful and interesting. I shall be failing in my duty if I do not express my most sincere gratitude to my parents and friends, who were always constant source of inspiration. Last but not the least we are indebted to those entire people who indirectly contribute and without whom this work could not have been possible. NASIR UDDIN INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 2 PREFACE I had undergone a practical training under Kansai Nerolac (Hyderabad). It was a good exposure for me to undergo training in such a company to get the knowledge and experience regarding “Business Development and Brand Awareness” where professionals handle the problem with their experience and expertise. I was able to get familiarized with the customer relationship and got to know how a company measures to resolve their grievances and service them to the maximum for future prospect and success. Interacting with the Interior Decorators and Architectures was a great experience for me, which will help me when I will enter the corporate world and this will help me great in my future endeavors. “It is good to have enthusiasm but it is essential to have training. Training can be in all way of life.” Thus I would say that this training was beneficial educative & good exposure to me, which will certainly help in my near future. This project was designed with respect to this company. The project made me to get the enhanced knowledge regarding “Business Development And Brand Awareness” which helped me to know about the open market. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 3 DECLARATION I, Nasir Uddin, studying in Institute for Technology and Management , Warangal, do hereby declare that this project titled ”Business Development And Brand Awareness in Kansai Nerolac Pvt. Ltd ”, has been prepared by me, under the guidance of Mr. Ranjeet Dayal (Assistant manager retail). This is after undergoing the training at Kansai Nerolac which is in partial fulfillment of Master’s Program in Business Administration. I further declare that this project report has not been submitted earlier to any other University or Institute for the award of any degree or diploma. Date: 03.07.2010 Place: Hyderabad Nasiruddin Roll no:21 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 4 Table of Contents Page No. Acknowledgement Preface Declaration Executive summary 2 3 4 8 Chapter – 1 : Company and Industry Profile 1.1 Origin and Evolution of Nerolac 1.2 Vision and Values 1.3 Current Market Scenario 1.3.1 Paint Industry at Glance 1.3.2 Growth indicator for housing and construction 10 10 11 13 13 15 1.3.3 Consumer involvement with paint 1.3.4 Consumer buying process 1.3.5 The consumer journey 16 16 17 Chapter – 2: Impression Style Zone 2.1 Experience centre of Kansai Nerolac 2.2 Modules in Nero Space 18 19 21 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 5 2.2.1 Different colour products of Nerolac 2.2.2 Colour module 2.2.3 Colour Module Combination 2.2.4 Different shades of Nerolac 2.2.5 Display of texture Finishes 2.2.6 Nero magic 2.2.7Consultant section 2.2.8 Operational flow chart 2.2.9 Stores Comparison 22 23 24 25 26 27 28 30 33 Chapter – 3: Rate Cards 3.1 Sherwin William paints India pvt.ltd 3.2 Asian paints 3.3 Berger paints 3.4 Nippon paints 3.5 Nerolac paints Chapter – 4 : Research Methodology 4.1 Introduction to Research Methodology 4.1.1 Problem definition 4.1.2 Research objective 4.1.3 Statement of objective 4.1.4 Research Design Primary Data 34 34 35 36 37 38 47 47 48 48 48 48 49 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 6 Secondary Data 4.1.5 Sampling Plan Sampling unit Sampling Technique Research Instrument Contact method 4.1.6 Sample size 4.1.7 Research limitation 4.1.8 Data analysis and Interpretation 49 49 49 49 49 49 49 49 51 Chapter – 5 : Conclusion 5.1 Findings 5.2 Suggestions 5.3 Bibliography 5.4 Annexure 62 62 63 65 66 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 7 Executive Summary Generating sales constantly and Satisfying customers are the only way to stay competitive in today's market place. The balancing act between what customers want and what the company can provide must be optimized in order to maximize company’s long-term profits. Kansai Nerolac has done numerous researches to understand the latest market trends and ways to develop business. They are already in a good position in the consumer’s mind. The purpose and scope of this Project is to study, analyze and understand the business, create awareness and Promote the concept of Impression Style Zone (ISZ) from Kansai Nerolac Pvt. Ltd. amongst the Architecture and Interior Designer. . This study is based on primary as well as secondary data, to understand and locate the target group for ISZ. The nature of this study was a qualitative explorative research, and information was gathered through extensive one-to-one interviews with respondents. The researcher covered the geographical base of Hyderabad city, and samples were selected on a nonprobabilistic random sampling method. Upon completion of the research analysis, its was for us to understand the level of satisfaction of our customers. Respondents views varied from question to question and from person to person. Few of them were aware of the concept provided by Kansai Nerolac so it made it little easier to convince them to come aboard with us where as most of them were unaware so had to explain in detail.. From project it was also found out that Architecture and Interior designer have a tremendous effect upon the end customer, if these people are happy and satisfied it would only lead to more business.. The research analysis suggests that the architects and Interior designers would be happier if Kansai Nerolac could maintain proper liaison with them. At the moment, the liaison INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 8 between Kansai Nerolac and the professionals are good, but we have to make it even better in order to make Impression Style Zone a soaring success INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 9 Company and Industry profile Origin & Evolution of Nerolac It is the second largest coating company in India and market leader in Industrial Coatings. Its Industrial Coatings it has a wide range of products in the Automotive, Powder, General Industrial and High performance Coatings space. Nerolac paints, as it is popularly known, are an established brand in decorative paints. Kansai Nerolac Paints Ltd is a subsidiary of Japan based Kansai Paint Company Limited, which is one of the top ten coating companies in the world. The technological edge of Kansai helps us constantly innovate and come up with products that meet consumer need gaps. Kansai Nerolac has always believed that the key to its business is : • • • • Technology Research & Development Innovations Quality Year 1920, we began as Gahagan Paints and Varnish Co. Ltd. in Mumbai. The journey is marked by moving from strength to strength in every sphere of business – be it product introductions through innovation, value engineering and superior technology. 1920: We started our journey as Gahagan Paints and Varnish Co. Ltd at Lower Parel in Mumbai. 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. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 10 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. 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. 1999: Kansai Paint Co. Ltd, Japan took over the entire stake of Tata Forbes group and thus GNP became wholly owned subsidiary of Kansai Paint Company Ltd. 2006: On the 11th of July, Goodlass Paints Ltd. name has been changed to Kansai Nerolac Paints Ltd. 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. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 11 GRAPHICAL PRESENTATION OF STRONG DISTRIBUTION Factory (5) Regional Warehouses (8) Regional Warehouses (8) Local Depots (3) Dealers (15,000+ in India) Local Depots (3) Customers INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 12 CURRENT MARKET SCENERIO Paint Industry at Glance Indian Paints market is Rs. 6000Cr, i.e. organized sector. At least another 6000 Cr. Is labor and its completely unorganized . Decorative paints and Industrial paints account for around 70% and 30% of the total demand respectively. In decorative paint, wall finishes accounts for the maximum share followed by enamels, primer and wood finishes. In Industrial paints, while automotive paints accounts for around 30-35 %, general engineering paints account for the balance. While Asian paint is the market leader in decorative paints. Kansai Nerolac is market leader in Industrial paints. Raw material cost account for around 50% of the total cost of production. Demand is not seasonal anymore. Industry is working capital intensive. Technology, distribution network, product innovation, service, brand recall and geographical reach are the key success factors. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 13 The size of the paints market in India is estimated at Rs 112 bn, with the contribution of the organized and unorganized segments in the ratio of 70:30. Reduction of excise duties over the last few years, from 40% to the present level of 14%, has helped create a level playing field between the unorganized and the organized segments, as the former is not subject to excise duty. As the unorganized sector loses its competitive edge, it is also losing market share to the organized sector players. In view of the low per capita annual consumption of paints in India (0.5 kg, compared to 4 kg in South East Asian countries, 22 kg in developed countries and a global average of 15 kg), the domestic paints industry has tremendous potential. DECORATIVE PAINTS MARKET SIZE Rs. 6,000 CR IN FY06 Organized Sector Comprises 75% of Market INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 14 Growth Indicators for Housing and Construction Houses required during 10th 5 yr plan – 22.4 mn. Construction investments likely to grow at a CAGR of 11% Large cities are developing IT hub Younger generation aspiring to have “own house” Easy availability/acceptability of Housing Finance - growing over 30% Increasing disposable income – Household savings to grow from US $137 bn to reach US$ 210 bn by 2010. 4.5 mn houses are added each year at average growth of 2.2% pa. Derived incremental growth for Paint Industry – 3.2% every year Organised retail and Multiplexes to boom in the next 5 yrs. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 15 Consumer involvement with paint • Pulled in two opposing directions Consumer buying process INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 16 Consumer Journey INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 17 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 18 Experience centre of Kansai Nerolac Who Am I • Knowledge Center • An Value Add Service / total Solution Provider • Advisor / Consultant • Stress free and simple actualization • Innovative & stylish -In-sync with the aspirations of upwardly-mobile customers • A caring, personal touch…design with soul INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 19 • Youthful, energetic, vibrant, Honest , transparent, Enthusiastic & involved. What Do I Do • Educate • Help Select • Visual display • Recommend • Provide Product and Service Package • Make the process Simple / hassle free • Provide trained Skilled Applicators • Help Create your home as a signature /Style Statement. For Whom • Influencers of End Consumers – Contractors – Architects & interior Designers • End users-who would want to beautify homes. Psychographics: Wants to upgrade in life continuously, Aspirations are more than achievements, Quality conscious, Home and Family most important in life. Relies on others for guidance, ready to Explore and experiment. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 20 Against Who • Currently No competitor with such module • But Display Center Modules already launched – Nippon . • Dealers are gearing up for doing up the retail spaces to engage with the end consumers Modules in Nero Space • Product Module • Colour Module • Colour Combinations • Specialty Finishes • Range - Shades and Textures Panels • Nero Magic – 3 D simulation Software • Consultancy Section The Key Need Gap • which type of paint should I use for the windows INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 21 • • should I go with distemper or plastic paint what paint is best for kitchen . Product & Colour section • This section would have panels to impart knowledge on Product / Application / Décor • Visuals mediums to give in-depth insights on how colours can help in beautification of interiors • Information on – Why Paints are important – How Paints help to protect the surface – What kind of paints are available – Which product should be used as per the requirement – What does every colour Stand for and Signify . DIFFERENT COLOUR PRODUCTS OF NEROLAC INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 22 • will the light yellow go with orange • • how will light blue look with my brown wardrobe which colour will go contrast with yellow . Colour Module • This Section would have following – Colour Combination Wall – Colour Wheel – Specialty Finishes - Disney & Metallic • The Combination wall and Colour Wheel would provide the best combination of main , Harmony and Contrast colours for all the colours in the spectrum • Shade Combination chips would also be displayed for ready reference INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 23 Colour Module- Combinations • Can I see the full range of colours • • I don’t get to see the entire colour range Can I get to see a larger patch of the finishes INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 24 Range of Shades and Finish Panels • This Section would help showcase our wide range of shades . • Painted Panels to help the consumer touch, feel and envisage the shades on a bigger and better medium. DIFFERENT SHADES OF NEROLAC INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 25 Display of Textures / Finishes • will my house look unique? • • • have I selected the right colour combination? will the colour that I created look nice on the walls? what if people do not appreciate? INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 26 NERO MAGIC – 3D Simulation • We have created a real time 3D simulation software wherein we could make 3D model of the consumers homes • This section would help the consumer to actually visualize & see his own house on a screen if painted with various colour options he has selected . • The Software works on real time hence making the whole process Exhilarating. Nero Magic – 3 D Simulation INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 27 • Painting is such a hassle till it is over • dealing with painter is such headache, painting jobs just gets extended for ever • I don’t trust my contactor Consultants Section • The consultants would advise the consumers in selection and buying the best product and shade as per his liking, application & budget • Once the Consumer has selected the product the consultant would help in preparing an estimate of the work and would also book the contractor for the work • The Consultant would be the key player in the whole process. He would be responsible for ensuring that each and every consumer get the best buying experience. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 28 Consultant’s section INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 29 How ISZ Model Operates. OPERATIONAL FLOW CHART Nerolac Dealer Infrastructure design Technical Tools Manpower Training NEROLAC FRANCHISEE Space 500 Sqft Manpower – sales tam and Service Team Operations In Bound Outbound Walk In customers would be assisted in buying of the product Rough estimate would be Appointment for visit with RE Details to be passed on to the RE on Daily Basis RE visit the site/ check and give Final estimate Advance Payment 50% cheque – in name of franchisee Franchisee would ensure that the work starts on time and is done to 100 % satisfaction of the Client The balance payments would be taken from the Customer in course of Work INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 30 SOP for Colour Consultant (CC) • CC receives the customer for a walkthrough and also takes the profile form. • CC reads the profile form to understand the need of the customer. • CC takes the customer to the Why/What/When paints stand and explains the same to him. • CC takes him to steps in painting process panel and explains the same to him • CC takes him to product range stand and explains the same to him. • CC takes him to colour story panel and explains the same to him. • CC takes him to colour trend board and explains to him. • CC shows him the textured panels and explains to him. • CC takes him to colour wheel and explains the same to him. • CC tells him about the colour chips and tells him to select colors. • The customer selects main, harmony and contrast colours for each of his rooms • He also decides on the designer/Disney/Marble finishes in his rooms. • The customer then is led to Nero Magic. • He is shown each of the rooms painted in his chosen colours. • If he does not like the shades, they are changed by the software consultant. • It is done till the time he is satisfied. • Software consultant fills up the profile form. • The snaps are burnt in a Compact Disc CD. • CC hands over the CD and the profile form to the receptionist for calculation of cost. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 31 • During the walkthrough CC has to constantly interact with the customer to understand his definite need, psychographics, life style and preferences in order to make effective pitch. SOP for Relationship Executive- (RE) • RE takes his daily journey plan from the receptionist. • RE along with the profile form and estimate card visits customers site. • RE does surface inspection. • RE fills up the surface evaluation form. • RE suggests treatment method if required (surface treatment can be arranged by the customer or by civil contractor under the franchisee). • RE takes actual measurements of the site if it is ready for painting. • RE fills up final estimate form and gets it checked with the customer. • If the customer does not want to go for painting then he keeps a copy of the estimate and the RE hands over another copy to the receptionist for future follow up. • RE collects cheque for 50% payment. • RE comes back to receptionist and hands over the cheque to her. • Receptionist updates the Customer Relationship management (CRM) and does date allocation. • RE along with the contractor visits the site again. • RE visits the site every alternate day to take update when the work is in progress. • Re collects 30% of the payment midway. • RE collects remaining 20% of the payment before work is completed.. • RE gets the feedback form filled up after the work is completed. • RE gives the final bill to the customer. • RE gives all the details to the receptionist for entering in to CRM. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 32 Store Comparison Particulars Present Company in Retail format Asian No No ------No No No Store concept Store Area Authorized Accessories contractors to contractor Fortnight ing train- Nerolac Yes Yes 500 sqft Yes Yes Yes ICI Yes No 180 sqft No No No Berger Yes Yes ------- No No No Nippon Yes Yes ------- No No No Sherwin Williams Yes No -------- No No No INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 33 Rate cards SHERWIN WILLIAMS PAINTS INDIA PVT.LTD Interior Quotation S.No Product Price (Per sft) 1 Supply & Apply of 2 coats of Intouch (Interior Emulsion) over 1 coat of Primer and two 8.00 coats of putty(Cement based, water proof). 2 Supply & Apply of two coats of Intouch Magic (Interior Premium Emulsion) One Coat Of Primer. and two coats of putty(Cement based, water proof). Over 9.50 3 Supply & Apply of Two Coats of Injoy (Luxary Emulsion) Over One Coat Of Primer. 11.50 and two coats of putty(Cement based, water proof). 4 Supply & Apply of 2 coats of Intouch (Interior Emulsion) over 1 coat of Primer. 5.50 5 . 6 Supply & Apply of two coats of Intouch Magic (Interior Premium Emulsion) One Coat Of Primer. Over 6.50 Supply & Apply of Two Coats of Injoy (Luxary Emulsion) Over One Coat Of Primer. . 8.00 Exterior Quotation S.No Product Price (Per sft) 1 Supply & Apply of 2 coats of Champ (Exterior Emulsion) over 1 coat of Primer and two 12.00 coats of putty(Cement based, water proof). 2 Supply & Apply of two coats of out shine (100% Pure Acrylic Emulsion) Over One 13.50 Coat Of Primer. and two coats of putty(Cement based, water proof). 3 Supply & Apply of Two Coats of Out Smart (100%Dirt-Resistant Emulsion) Over 15.50 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 34 One Coat Of Primer. and two coats of putty(Cement based, water proof). 4 Supply & Apply of 2 coats of Champ (Super Emulsion) Over One Coat of Acrylic pri- 6.50 mer. 5 Supply & Apply of two coats of out shine (100%PureAcrylic Emulsion) Over One Coat 7.50 of Acrilic Primer. 6 Supply & Apply of Two Coats of Out Smart (100%Dirt-Resistant Emulsion) One Coat Of Primer. Over 9.00 ASIAN PAINTS Interior Quotation S.No Products Price (per sft) 1 Royale + Putty 12 2 3 Premium emulsion + Putty Tractor emulsion + Putty 10 8 Exterior Quotation S.no Product Product Price ( per sft) Product + putty Price ( per sft) 1 Apex 10 12 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 35 2 3 Apex Ultima Ace 11 7 15 10 BERGER PAINTS Interior Quotation (2-putty,1-primer,2-paints) S.no Products Price ( per sft) 1 Breathe easy luxury emulsion + putty Not launched yet 2 3 4 5 6 Silk luxury emulsion + putty Easy clean premium + putty Rangoli + putty Bison emulsion superior Rangoli easy clean + putty 10.28 7.50 - 8 7 10 10.50 Exterior Quotation* S.no Products Price (per sft) Price(per sft) (1-primer,2-paint) (1-primer,2-paint, 2-putty) INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 36 1 2 3 4 Weather coat smooth Weather coat all guard Weather coat long life Wall masta 6.50 7.25 8 5.70 11.20 12 11.50 10.70 *Old price. New price increased by 50 to 70 paisa/ sft. NIPPON PAINTS Interior Quotation S.no 1 2 3 Products Satin glow interior emulsion + putty Matex interior emulsion + putty 3 in 1 medifresh interior emulsion + putty Price(per sft) 14 12 16 Exterior Quotation S.no 1 2 Products Weatherbond Nippon sumo exterior emulsion paint Price( per sft ) 8.75 7.50 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 37 NEROLAC PAINTS Interior Quotation Painting Process 1 2 coat Paint + 2 coat primer+ 2 Coat Putty Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 5 5 5 5 5 5 Painting Process 2 15.95 14.73 14.64 13.54 13.25 14.92 Lustre ter 2 coat paint + 1 coat primer + 2 Coat Putty Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 4.5 4.5 4.5 4.5 4.5 4.5 14.82 13.60 13.51 12.41 12.12 13.68 Lustre ter INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 38 Painting Process 3 3 coat paint + 2 coat primer + 2 coat Putty Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 5.75 5.75 5.75 5.75 5.75 5.75 18.03 16.54 16.41 15.05 14.66 17.42 Lustre ter Painting Process 4 3 coat paint and 1 coat primer + 2 Coat Putty Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 5 5 5 5 5 5 16.58 15.08 14.95 13.60 13.20 15.85 Lustre ter INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 39 Painting Process 5 2 coat paint + 1 coat primer Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 2 2 2 2 2 2 8.40 7.18 7.09 5.99 5.69 7.25 Lustre ter Painting Process 6 2 coat paint + 1 coat primer + Substantial Papering/Sanding Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 2.25 2.25 2.25 2.25 2.25 2.25 9.37 8.15 8.06 6.97 6.67 8.23 Lustre ter INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 40 Painting Process 7 2 coat paint + 1 coat primer + Crack filling/Touch-up putty Final INTERIOR EMULSION Luxury Emulsion Emulsion Premium Emulsion Premium Emulsion Popular Emulsion Economy Emulsion Product Impressions 24 Carat Beauty Flexi Coat Beauty Gold Beauty Silver Beauty Regular Nerolac Pearls Lus- Labour Rate 2.25 2.25 2.25 2.25 2.25 2.25 9.70 8.48 8.39 7.29 6.99 8.55 Lustre ter Exterior Quotation Painting Process 1 2 Coat Paint + 1 coat primer Final EXTERIOR Premuim Premuim Popular Popular Economy Product Excel Total Excel Anti Peel Nerolac Suraksha Advanced Nerolac Suraksha Plus Nerolac Suraksha Labour Rate 2.25 2.25 2.25 2.25 2.25 8.91 8.09 7.71 7.11 6.73 Painting Process 2 3 Coat Paint + 1 coat primer Final EXTERIOR Premuim Premuim Popular Popular Economy Product Excel Total Excel Anti Peel Nerolac Suraksha Advanced Nerolac Suraksha Plus Nerolac Suraksha Labour Rate 2.75 2.75 2.75 2.75 2.75 11.29 11.38 10.13 9.27 8.91 INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 41 Painting Process 3 2 coat paint + 1 coat primer + Substantial Papering/Sanding Final EXTERIOR Premuim Premuim Popular Popular Economy Product Excel Total Excel Anti Peel Nerolac Suraksha Advanced Nerolac Suraksha Plus Nerolac Suraksha Labour Rate 2.5 2.5 2.5 2.5 2.5 9.43 8.61 8.23 7.63 7.25 Painting Process 4 2 coat paint + 1 coat primer + Crack filling/Touch-up putty Final EXTERIOR Premuim Premuim Popular Popular Economy Product Excel Total Excel Anti Peel Nerolac Suraksha Advanced Nerolac Suraksha Plus Nerolac Suraksha Labour Rate 2.5 2.5 2.5 2.5 2.5 9.43 8.61 8.23 7.63 7.25 Please Add Rs.5 Per sft for 2 coats of Putty on Exterior Walls. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 42 Product Line – Interior Emulsions • Impressions & designer finishes • Beauty Flexi & Beauty Gold • Pearl Lustre – Exterior Emulsions • Excel • Suraksha & Suraksha Advanced – Wood Coatings • PU coatings • Melamine – Enamel • NSE • Satin – Anciallries • Brushes/Rollers etc.. • Putty Primer etc.. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 43 Roles and Responsibilities Methods Adopted Visited all the ISZ’s in the city and spoke to the owners, in order to understand the current paint market in the city. With owners consent and involvement mapped out all the architecture and interior designers in and around the Impression style zone franchises as well as in the city. Collaborated the database provided by the company with those of collected by me. Sorted and prepared a database of an active Interior designers and Architecture in Hyderabad city. Strategies Followed Segregated the database into three classes A, B and C. Divided the database according to location of target group. My first target was class C architecture. Since they were smaller and little less known group , so I can get appointment easily when compared to class B and class A architecture and interior designers. Explained the concept very briefly over the phone. This generated little curiosity among them, thereby helping me to get an appointment easily. When face to face explained them in detail and probed their requirement, in order to get a clear picture and their expectation. After class C my next target was class A, because 3C=1A.\ And lastly the class b architecture and interior designers. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 44 Success ratio My main aim was to generate lead and establish a tie-up with the target group. Although most of them were apprehensive about tying up , but were ready enough to do business with us. Of which five of them have agreed to tie up with Kansai Nerolac. 5/25*100=20% (tie-ups) 20/25*100=80% ( willing to do business ) INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 45 Research objective Research objective is the basic theme on which the survey is conducted and on which the whole report depends The objectives of this project is: To Create awareness about the Impression Style Zone. . To develop business for Kansai Nerolac Pvt. Ltd. To observe the extent of the market. To recognize the target groups. To find out which type of product and schemes is preferred by the target groups. To study the different facilities of Paints given by different companies. To study which company is providing better services with higher returns. To study the behavior values and beliefs of dealer. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 46 Research Methodology Research methodology is used to search answers of the research questions. An attempt has been made to describe the nature of the target group of Hyderabad city by the study of the samples. Methodology in common parlance refers to a search for knowledge. The advanced learner’s dictionary of current English lays down the meaning of research as “a careful investigation or enquiry especially through search for new facts in any branch of knowledge”. Some people consider research as a movement, movements from known to unknown. It is actually a voyage of discovery. We all posses the vital instinct of inquisitiveness for, when the unknown confront us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of all the knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research. Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Learning more about the consumer and about marketing is the heart of the research methodology. The research methodology has many dimensions and research methods to constitute a part of the research methodology. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 47 Statement of research problem:Problem definition: As the Assistant Manager and Sales Executive and the staff members of Kansai Nerolac have much intelligence regarding market condition. So, specifically there is no problem which they are facing right now in this current scenario they are only trying to increase their business so that the company brand will be more familiarized in market. Objectives of Research Poject: Research Objectives · To find out the Architecture and Interior Designer preferences towards the paint industry. · To study brand image of the company in the market. · To increase the business of Kansai Nerolac Pvt. Ltd Statement of the objective: H0: There is no significant difference in the choice of Interior designers and Ar- chitectures with relation to the products of nerolac. H1: There is a significant difference in the choice of Interior designers and Ar- chitectures with relation to the products of nerolac. Research Design and Methodology Primary data source: All the people from interior designer and architectures were personally visited. They were the main source of Primary data. The me- INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 48 thod of collection of primary data was direct personal interaction, to know their preference of choice that which paint industry they prefer for their business. Secondary Data Source: It was collected from internal sources. The secondary data was collected on the basis of organizational file, official records, news papers, magazines, management books, preserved information in the company’s database and website of the company. Sampling Plan: Since it is not possible to study whole universe, it becomes necessary to take sample from the universe to know about its characteristics. Sampling Units: Interior Designers and Architectures. Sample Technique: Random Sampling. Research Instrument: Structured Questionnaire. Contact Method: Personal Interaction. Sample Size: My sample size for this project was 25 respondents. Since it was not possible to cover the whole universe in the available time period, it was necessary for me to take a sample size of 25 respondents. Research Limitations: It was not possible to understand thoroughly about the different marketing aspects of the Kansai Nerolac within 60 days. As stipend, money was not given it was difficult to continue the project work. All the work was limited in some li- INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 49 mited areas of Hyderabad so the findings should not be generalized. The area of research was Hyderabad and it was too vast an area to cover within 60 days. All the findings and conclusions obtained are based on the survey done in the working area within the time limit. I tried to select the sample representative of the whole group during my job training. I have collected data from people linked with this profession at Bombay. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 50 DATA ANALYSIS AND INTERPRETATION Q1. Do you know about the Kansai Nerolac Paints Ltd.? 0 0% Yes No 100% Interpretation drawn from pie chart states that 100% of the target group is aware about the company Kansai Nerolac Pvt. Ltd. We can infer that Kansai Nerolac is a well known brand in the market. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 51 Q2. Are you aware of Impression Style zone? Interpretation drawn from pie chart states that only 8% of the target group is aware of the Impression style zone, whereas 92 % of them does not know about it. So it is very clear from the above interpretation that the concept of ISZ needs more promotion and advertisement to create awareness among its target group, which would help the concept as well as the company to strengthen its brand name in the decorative segment. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 52 Q3. Do you know that Nerolac is tied up with Walt Disney,USA? Interpretation drawn from the above pie chart states that 12% of the target audiences are aware that Nerolac is tied up with Walt Disney whereas 88% of them are unaware of the fact. It is clear that in spite of having tied up with Walt Disney , Nerolac is not able to capitalize from it because of lack of awareness among the people. People should be made aware that Nerolac also provides Walt Disney characters for its target consumers INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 53 Q4. Do you know that Nerolac provides designer finish paints? Interpretation drawn from above pie chart is that 24% of the target group is aware of the designer finish paints in Nerolac’s portfolio, where as 76% of them does not know about the designer paints. From the interpretation we can infer that majority of our target consumers are not aware of the designer paints in Nerolac’s portfolio. Therefore, we have to create awareness in order to generate demand and strengthen the product in the market. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 54 Q5. Do you know that we provide complete painting solutions? Interpretation drawn from above pie chart is that only 20% of the target audience is aware that Kansai Nerolac provides complete painting solutions. Whereas 80% are unware of the services provided by the company. From the above interpretation we can analyze that very small percent of target group is aware about the one stop painting solutions provided by Kansai Nerolac. In order to capture the greater market share company has to advertise and create awareness amongst the target group, because huge market is still untapped. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 55 Q6. Have you tied up with any paint company for services? Interpretation drawn from above pie chart is that only 4% of target consumer is tied up for services from other companies, whereas 96% of them do not take any kind of services. We can analyze that very huge market is still untapped and most of our target group is still not tied up with any companies for the services, therefore we can cater to their needs and tie them up with us in order to develop more business and generate sales. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 56 Q7. Which company paint you prefer the most? Interpretation drawn from the above pie chart is that 60% of the target consumer prefer Asian paints, 36% of them prefer Nerolac paints whereas 4% of them prefer ICI paints. We can infer from the above findings is that Asian paint is most preferred among the target audience and it holds the maximum share and Nerolac holds the second position followed by ICI. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 57 Q8. Why do you prefer Asian paints? Interpretation drawn from above pie chart is that 80% of the target customer prefer Asian paints because it is cheaper than other company products according to them, 12% believe that its material is better whereas 4 % each believe that durability of the asian paint product is better than other companies and also services provided by them is good. We can infer that Asian paint is mostly preferred because its product is comparatively cheaper than other companies. Target customer is mainly concentrating on price factor, very few of them spoke about the quality of material or any other aspect. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 58 Q9. Do you take material only or services as well of the company you prefer? Interpretation drawn from the pie chart is that 96% of the target customer consumes only material whereas only 4% of them consumes both material and services. A large target consumer base can be tapped because our concept specializes in providing both material and services, whereas most of our target customer has only been consuming material. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 59 Q10. How many projects do you get on an average in a month? Interpretation drawn from the pie chart is that 72% of the target customer gets less than 5 projects in a month, 16 % of them get between 5 to 10 projects, 4% of them get between 11 to 15 projects and 8% of them get more than 20 projects. Our target customer is availing enough project in a month, to provide us with good business. We have to find a way to extract the painting business from them and this can be done by providing them with the benefits for each project. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 60 Q11. What is the approximate value of the painting project do you get? Interpretation drawn from the pie chart is that 36% of the target consumers project value is less than 50k, 40% of them has between 50k to 1 lakh, 12% of them has a project value between 1 to 2 lacs and 12% of the target consumer has a project value greater than 2 lacs. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 61 Conclusion FINDINGS • Impressions Style Zone concept is not very well known among Interior designers and Architectures, although they are aware that Kansai Nerolac provides some kind of services. • None of the Architecture or Interior designers has a Nerolac phendeck, but they do have other companies. • Kansai Nerolac should update them about their new features and functionality on a regular basis. • Kansai Nerolac should have frequent get-together with architects, like every 2 months, to make them feel as a part of Nerolac family.. • They require quarter litre to half liter sample, or a equivalent of painting a 1 square feet by 1 square feet sample size. • Few of them were satisfied with the product quality. • They feel that price should be less for high end paints. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 62 SUGGESTIONS • First and foremost the brand awareness must be improved so as to reach large pool of architects as there are still a large number of architects who are unaware of the benefits provided by KANSAI NEROLAC. • The facilities and benefits provided in KANSAI NEROLAC should be increased to attract more architects. • Company needs to create a channel so that the architects can contact the company and visa versa for feedback of the architects. For this the company needs to contact their architects very often to know whether they are satisfied with the facilities provided or not. • Most of the Architect and Interior designers are not aware of the high end products like metallic finishes and Walt Disney finishes. These products need good promotion because when told about these products they were interested. • Few below the line activities can be done such as: Painting competition Gift coupons Showing Disney movies and conducting quiz competition on that. Bulk sms or mails Providing eco friendly carry bags to dealers. INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 63 Celebrating colour week- Here the company can manage events by organizing some contest of making innovative colour . Advertising can be done without making banners company can paint the street side house or walls with companies name. Road show –showing people inovative and easy way to paint walls. Organising painting competition at school & colleges,and providing colors for free . INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 64 BIBLIOGRAPHY Bibliography includes references, books, magazines, web sites and newspapers that are used during any research. I used following bibliography during my research project. 1. Research Methods for Business Students Third Edition by:Mark Saunders Philip Lewis Adrian Thorn hill 2. www.nerloac.com 3. www.wikipedia.com 4. www.google.com INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 65 Annexure Questionnaire 1. What inspires/encourages you to start specifying any products? …………………………………………………………………………………… … 2. Do you generally specify Nerolac ISZ shades? a. Yes b. No 3. What factors drive you to select any products?. …………………………………………………………………………………… … 4. Do you know about ISZ? …………………………………………………………………………………… … 5. Was the first glimpse of knowledge sufficient? …………………………………………………………………………………… … 6. Are you satisfied with the services (communication, PR) INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 66 a. Yes……………………………………………………………………………… b. No………...……………………………………………………………………… 7. Is your complaint well received by the any company representative if the color quality is not up to the mark? a. Yes b. No c. Others………………………………………………………………… 8. Does Asian keep good relationship with you? a. Yes – Highly Satisfied Satisfied Indifferent Dissatisfied Highly dissatisfied b. No 9. Generally for which types of customers do you specify ISZ products. a. Upper Class b. Upper middle class c. Middle Class d. Lower middle class INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 67 10. Are the customers aware of the ISZ products? If not, which area do you think we are lacking. a. Yes b. No…………………………………………………………………… c. Others…………………………………………………………………… 11. What do you do to make them more aware? …………………………………………………………………………………… … 12. Are you informed about the painting job, if any, after the overall painting job. …………………………………………………………………………………… … 13. Surface preparation is very much important for painting. a. Yes b. No. 14. Do you think customers are price conscious? a. Yes b. No INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 68 15. Does the ISZ system give desired color? a. Yes b. No c. Others………………………………………………………………… 16. Durability and coverage of Kansai Nerolac compared to others a. Very High b. High c. No difference d. Low e. Very low 17. The durability and coverage of Kansai Nerolac compared to other brands is more, so it is cost effective. Do you agree? a. Yes b. No 18. Kansai Nerolac price compared to others is. a. Very High b. High c. No difference d. Low e. Very low 19. In your opinion, is there any area where Kansai Nerolac can improve them to offer a better product. ………………………………………………………………………………… INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 69
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