CHANNEL ANALYSIS FOR AKZONOBEL- A STUDY AMONG

DEALERS OF DULUX PAINT

Synopsis submitted in partial fulfillment of the requirement for the award of the degree
MASTERS OF BUSINESS ADMINISTRATION
OF
BANGALORE UNIVERSITY

BY
NRUPAN MOHANAN
REG NO: 15YACMD131
UNDER THE GUIDANCE OF
SINDHU R.MENON
Assistant Professor, Presidency College

CENTRE FOR MANAGEMENT STUDIES

PRESIDENCY COLLEGE, KEMPAPURA, BANGALORE 560024

BANGALORE UNIVERSITY

2016-2017
TITLE OF THE STUDY

CHANNEL ANALYSIS FOR AKZONOBEL- A STUDY AMONG DEALERS OF

DULUX PAINT

INTRODUCTION

AkzoNobel India manufactures and markets a wide range of coatings and

specialty chemicals. Approximately 1780 people work in six production facilities, two
research laboratories and leading 75 stores across India. The 2016 annual report of
AkzoNobel shows that it’s total sales up to 26,831million (in Rs.) PAT of 2021 million
(in Rs.).

AkzoNobel India is the world’s number one paint manufacturing and

distributing company. But in India it stands at the fourth place. Asian paints, Berger
Paints and Kansai Nerolac holding the first three positions in the Indian market
respectively. They have their operations across the world among 80 countries.

AkzoNobel India gives more importance to their dealers among the Indian
market because they are the main intermediaries to meet their extreme customers.
Therefore they have to pay attention to the dealer network coverage and dealer
satisfaction and commitment to get more customers in a competitive market.

NEED FOR THE STUDY

Paint is a product where consumer buying behavior ‘dissonance reducing’ –

therefore buyers rely on advice given by paint dealers. In the paint industry dealers play a
critical role as push strategy works more than pull strategy. On account of this critical
role that dealers play in pushing sales, Akzo Nobel needs to ensure that their dealers are
happy with the company. Equally critical is the coverage of the dealer network. A study
that explores the network coverage can reveal gaps in terms of un-served or under served
areas. Therefore a channel study that focuses on network coverage and satisfaction of
channel partners with the company will be critical for Akzo Nobel in devising strategies
that would help the company to boost its sales.

SCOPE OF THE STUDY

The survey will be conducted among the retail dealers of dulux paint located in
Bangalore, Karnataka. This would include both rural as well as urban area.

STATEMENT OF THE PROBLEM

In the competitive paint market in India the dealers play a vital role in
pushing sales of specific brands. Maintaining a healthy relationship with dealers and
ensuring their satisfaction and commitment is critical to boost sales. The company needs
to understand dealer expectations and identify need gaps to keep them committed. This
study attempts to analyze the channel network of Akzo Nobel in terms of dealer network
coverage and their satisfaction with the company.

OBJECTIVES

The objectives of the study are as follows:-

1. To analyse dealer network coverage to identify un-served or under served areas.

2. To assess the dealers’ overall satisfaction with AkzoNobel
3. To identify the scope of product promotion through the dealers
4. To identify areas of improvement for AkzoNobel in maintaining a good relation
with the dealers
SAMPLING

Akzo Nobel will provide a list of dealers of Dulux paints. This will be used as
sample frame. Sampling technique would be convenience sampling. It is one of the types
of non- probability sampling methods.  A convenience sample is made up of people who
are easy to reach. 

Though convenience sample technique will be used to identify the respondents,

maximum effort will be taken to ensure geographical representation.

TOOLS FOR DATA COLLECTION

DATA COLLECTION:-

 Primary data: The primary data will be collected by face to face interview.
 Secondary data: The secondary data will be collected from published reports of
Akzo Nobel, journals, articles etc. Secondary data will be required to enhance
understanding about the industry.

RESEARCH METHOD: Quantitative study

RESEARCH TOOL : Structured questionnaire with closed ended questions and rating

scales. A few open ended questions would also be there to

facilitate deeper understanding of certain required topics.

TARGET GROUP : Retail dealers of Dulux Paint

SAMPLE SIZE : 30 dealers is the minimum sample size targeted. Attempt will be

Made to get a sample size of 50.

REGION : Bangalore, Karnataka – this would include urban and rural

Bangalore

DATA ANALYSIS

The collected data will be tabulated and analysed by simple percentages method.
It will be represented by using graphs and charts. Correlations and cross tabulations will
be used where ever relevant and possible.
CHAPTER SCHEME

• INTRODUCTION

• REVIEW OF LITERATURE

• OBJECTIVES

• RESEARCH METHODOLOGY

• DATA ANALYSIS AND INTERPRETATION

• FINDINGS OF THE STUDY

• CONCLUSIONS AND SUGGESTION

• ANNEXURES

• Questionnaire

• Bibliography

STUDENT SIGNATURE: GUIDES SIGNATURE

DATE: DATE: