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CUSTOMER AWARENESS WITH RESPECT TOASIAN PAINTS
Project Report Submitted To
SCHOOL OF MANAGEMENT SCIENCES
For The Award OF
Post Graduate Diploma In Management
Submitted By
Abhishek Kumar Sankrit
(Roll No. : PG/08/4)
SCHOOL OF MANAGEMENT SCIENCESLUCKNOW
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ABSTRACT
Paint industry has shown a rapid growth in the last year 2008-
2009, and since then there has been a decreasing growth in the
industry. Asian Paints one of the largest paint companies in
India, which has shown a tremendous growth since its
establishment, liberalization. This is an achievement, achieved
by careful planning a following firm procedures set by the
company management.
Asian is qualitative company with strict rules and regulations. All
the planning takes place at the central office Mumbai.
Each Asian paint production center has a distinguished packing
so that by looking at the drum or cartons the plant identification
become easy to the godown incharge.
The company has a excellent distribution network which is the
prime reason for its success followed by marketing plans.
The company has a full fledge research of development function,
whose aim is develop and present new products every year.
The price and selection of target is also done to protection.
Considering the promotional part Asian Paints employed Ogilvy
and Mather to attract the customers.
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Asian Paints has developed many brands and which have well
penetrated in the minds of customers.
Ex: Apcolite, Apex, ACE, etc.,
And Asian Paints was the first to enter with manual color
dispensing concept which took off with the advent of computers,
Asian is not lacking behind in this they have developed Colour
World for the consumers with 1150 shades to be selected from.
The study of my topic is Customer Awareness with reference toAsian Paints India Limited. And Advertising, sales promotion,personal selling, public relations, and publicity are the customersawareness programs to be conducted by the company.
ACKNOWLEDGEMENT
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A project of this nature calls for intellectual , professional helpand encouragement from many quarters .Research project
constitute the important of any management educationprogramme. A management graduate has to quite frequently do
the project work during his or her career plans.
This idea of Research Project has been conceived as part of 4thsemester of PGDM programme at the SCHOOL OF
MANAGEMENT SCIENCES Lucknow on the topic of CustomerAwareness with respect to Asian Paints .
Abhishek Kumar Sankrit
(School of ManagementSciences , Lucknow)
Chapter 1
ABOUT ASIAN PAINTS
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Asian Paints is India's largest paint company and ranked among the top ten DecorativeCoatings Companies in the World with a turnover of INR 54.63 billion. Asian Paints
along with its subsidiaries has operations in 18 countries across the world and 26 paint
manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints-Egypt, Asian Paints, Apco Coatings and Taubmans.
Vision
Asian Paints aims to become one of the top five Decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets. Simultaneously,the company intends to build long term value in the Industrial coatings business throughalliances with established global partners.
Environment and Safety
Mr. P M MurtyMD & CEO
Asian Paints approaches the environment issue from the perspective of wasteminimisation and conservation of resources. Thus, the continued attempt is to reuse,recycle and eliminate waste, which results in less and less waste being generated.
Accordingly, our material losses in manufacturing have been reduced substantially over the last few years.
Further, the company's four paint plants and the two chemical plants have the ISO14001 certification for environment management standards. The company's latestmanufacturing facility which is situated at Sriperumbudur near Chennai will be certifiedfor ISO 14001 in this financial year 2006-07.
All our paint plants have achieved 'zero industrial discharge' capability. This has beenachieved by the installation of upgraded effluent treatment facilities and installation of reverse osmosis plants in conjunction with appropriate recycling and reuse schemes.Our emulsion manufacturing facility has also achieved 'zero waste' status. We haveadopted the principles of "green productivity".
Some of our innovative schemes which enhance green productivity are dealer tintingsystems which has resulted in large batch sizes ; bulk storage facility for monomers
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which reduces wastage; Use of natural gas which is a cleaner fuel ; solvent recoveryplants have been set up which has resulted in zero reduction of solvent disposal ;Improved incinerating systems and reverse osmosis.
Safety at its best
The company has made significant investments in the area of safety over the pastseveral years. It's steadfast commitment to safety is reinforced by the fact that four of
Asian Paints plants were conferred with the 'Sword of Honour' by the British SafetyCouncil for the second time in quick succession. The British Safety Council is theworld's leading occupational health, safety and environmental organizations, workingclosely with the world's leading companies in developing safe systems for work. The"Sword of Honour", instituted by the BSC, is recognized the world over as the pinnacle of achievement in safety management systems.
CII national conservation awards
Another recognition received in FY 2006 was the CII (Confederation of Indian Industries) Award for National Energy Conservation received by the Ankleshwar and Patancheruplants. The award function was held at Vigyan Bhavan, New Delhi, where the
Ankleshwar facility in the state of Gujarat was honored with the second prize, while thePatancheru plant in Andhra Pradesh received a certificate of merit. The awards werepresented by His Excellency, the President of India, Dr. A P J Abdul Kalam. The CII
Award for National Energy Conservation is yet another testimony of Asian Paintscommitment towards the continual improvement in our work process to help theenvironment through the manufacturing excellence programme.
Group Subsidaries
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Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Asian Paintsoperates in Australia, Fiji, Tonga, Solomon Islands and Vanuatu under the brand nameof Apco Coatings.
Asian Paints Industrial Coatings Limited has been set up to cater to the powder coatingsmarket which is one of the fastest growing segments in the industrial coatings market.
Few companies can claim of a history of consistent growth for over two and a half centuries , a presence in over 35 countries and an impact on the lives of over a billion people. Berger does thatwith elan. Ever since it was founded in England in 1760 by Lewis Berger, who perfected a new
process for making Prussian Blue the colour of most military uniforms then, Berger has never looked back.Over the years Berger expanded its operations across oceans, to cover numerousgeographies. In 1994, Berger units were brought under the single umbrella of the holdingcompany 'Berger International Limited (BIL)' with headquarters in Singapore, which wasalso listed on the Singapore stock exchange. In November 2002, BIL became a part of the Asian Paints Group. Today, the name of Berger is synonymous with quality andinnovation. BIL has presence across three regions viz. Middle East, Caribbean andSouth East Asia. In the Caribbean region, Berger is a household name. And consideringthat the company celebrated 50 successful years in the region recently, this is notsurprising.Incidentally, Berger Paints Jamaica Limited, which is listed on the Jamaican stockexchange, is amongst the top ten companies in the country in terms of marketcapitalisation. In the Middle East too Berger is a well-respected brand. It is the largestpaint company in Bahrain. Using its state-of-the-art manufacturing facilities there, and inUnited Arab Emirates, it exports to countries in the Commonwealth of IndependentStates, Gulf Cooperation Council and Africa. In South East Asia Berger enjoys a finereputation and has operations in Singapore and Thailand.
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Founded in 1979, SCIB Paints today is a reputed name and ranks amongst the top fivepaint companies in Egypt. SCIB Paints became a part of the Asian Paints group in
August 2002.
Asian PPG Industries Limited, a joint venture between Asian Paints (India) Limited andPPG Industries, Inc. USA with 50:50 equity sharing was established in March 1997 withthe objective of providing solutions to the paint requirements of Indian Automobilemanufacturers. The joint venture brought together two leading companies with strengthsin technology, manufacturing and customer insight.
Taubmans Paints Fiji, the fourth largest paint company in Fiji, became a part of the Asian Paints family in September 2003. Taubmans Paints is the dominant player in theproject sales segment in the country and is a leader in the neighbouring Samoa Islands.It has two manufacturing facilities, one in Suva (Fiji) and the other in Samoa.
Awards & Recognition
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Awarded the "Sword of Honour" by the British Safety Council for all the paint plants inIndia. This award is considered as the pinnacle of achievement in safety across the
world.
Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best SmallCompanies of the world' in 2002 and 2003 and amongst the top 200 'Under a BillionFirms' of Asia in 2005.
Ranked 24th amongst the top paint companies in the world by Coatings World - TopCompanies Report 2006.
The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst theleading Indian companies in Corporate Governance in 2002 and 2005.
Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in 2003.
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Paints can be distinguished as
EMULSIONS :
These are water based paints Acrylic Emulsions are
extremely durable and give wall silky and smooth finish. They
washable and easy to maintain.
Eg: Asian Paints offers three brands to choose.
Premium Apcolite Royal Acrylic Emulsion.
Medium Apcolite Super Acrylic Emulsion.
Economical Super Decoplast.
DISTEMPERS:
These are also water based paints but their binders may be
very natural or synthetic. Distempers are economically priced,
they offer good value for money as they are durable.
Eg: Asian Paints has
Tractor Acrylic washable Distemper.
Tractor washable Synthetic Distemper.
LUSTER AND MATT FINISHES:
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These are solvent based paints are extremely durable. The
former gives a gloss egg shell finish while matt finishes have a
dead matt finish.
Eg: Asian Paint has
Apcolite luster finish.
Apcolite synthetic matt finish.
EXTERIOR FINISHES:
For exterior cement paint is mainly used as it is economical.
It also has a reasonable life if in areas where monsoon is not too
heavy.
Eg: Gattu cem.
ENAMELS:
It provide the best coating for metals they are tough,
durable, glossy in finish. The smooth shiny look lasts for years.
Enamels protect from corrosioin.
Eg:
Apcolite Synthetic Enamel.
# mangoes Synthetic Enamel.
PRIMERS:
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Primers are usually the first coat applied on a surface it is
meant to prepare the surface for painting. It offers protection to
the paint.
Eg:
Asian Metal Primer.
Woodorite Primer.
FILLERS / PUTTIES:
It is used to fill up the crises or any unevenness to ensure
that the finish coat gives a smooth surface.
AUTOACQUER:
It is NITRO CELLULOSE paint for auto finishing.
Eg:
Krilo
Apca
Aspa
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PAINT INDUSTRY IN INDIA
Foundation for paint was laid in the year 1902 with the
setting up of Shalimar Paints in Calcutta. It was during the and
after the World War II. That large number of paint manufacturing
units was set up in India. Since then the Indian paint industry has
made substantial progress.
The paint industry has come to the recognition as an
important sector in the national economy in producing industrial
coating and decorative paints. Decorative paints available in
wide range of combination account for 70% of the coatings total
production. While industrial paints share the balance of 30%.
This rate is diametrically opposite to the trend in the
industrialized countries where industrial paints account for 70%
and Decorative paints for the balance of 30%.
The Indian paint industry is at the crossroads. All most all-
major paint companies have expanded or are expanding its
capacity substantially. With demand rising slowly competition is
becoming increasingly intense.
The decreasing growth rate has made the paint companies
to woo customers aggressively. The customer is being offered
10% rebate in most products, Unheard in the industry so far.
Most companies have increased their discounts to their dealers to
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unimaginable level dealers are offered higher credit levels,
flexibility in payment, foreign trips for selling even low value
products and the like. The increasing competition to offer
solutions through technology has made all the paint make as
offer a large number of shades through computerized colour
dispensing system.
IMPORTANCE
Generally paints and coatings are applied to products to
protect them from
Emnvironmental Corrosion.
Protection of Food and Beverages in metal cans.
Improve aesthetic appeal.
CATEGORIES
Paints are classified into two broad categories.
Decorative or Architectural finish paints.
Industrial Paints.
Decorative or Architectural finish paints:
This market can be further segmented on the basis of the
following
Customer types : Institutional / retail or domestic use
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Product features / categories: Distempers, Enamels,
emulsions etc.
Price: Premium, Medium, Economy etc.,
Industrial Paints:
This market can be further divided into the following four
sub segments depending on the end user profile.
Automotive paints.
Marine Paints.
Powder Paints
High Performance coatings
Other general industrial finishes.
In India, decorative paints dominate with the share of 75%
of the total paints consumed while in developed countries
Industrial paints have a share of 50 70%.
Decorative Paints used in buildings include distempers,
emulsions, synthetic Enamels, Cement pains and Wood finishes.
Interior Paints makeup of the segment. The rest is made up of
exterior paints mainly cement paints.
PLAYERS IN DECORATIVE PAINTS
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In decorative paints Asian Paints dominates with a 37%
market share and number two player Goodlass Nerolac has a
market share of 14%. These paints are by medium technology
and hence the unorganized sector
has a major share. A recent estimate that over 2400 companies
are in unorganized sector.
INDUSTRIAL PAINTS
Industrial paints include automotive paints (original auto
manufactures and refinishes), Powder coatings marine paints
high performance coatings and special purpose finishes. These
are technology intensive and hence the presence of theunorganized sector is very limited. In fact, there is no presence
of the unorganized sector in the original paints. This can be
explained by the fact that to bag an order from automobile
manufacturer collaboration with a well known foreign paint
company is a must Goodlass Nerolac is an un disputed leader n
industrial paint.
Till early 90s paints were treated a s luxury items by the
governments this resulted in higher excise duty and higher end
prices, leading low consumption of paints in India. However the
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progressive reduction of the excise duty from 40% in 93-94 to
18% in 96-97, the companies have passed on the duty reductions
as price cuts.
However the per capita consumption of India is still a merge
of .5 kg compared to 26 kg in U.S and 1.2 kg in Thailand.
As already mentioned paints were viewed as luxury item by many
even today. Their productive value is not under stood andrepainting is limited and if ever done is once in 7 10 years. The
government interest to protect all surfaces is also low and the
loss due to corrosion is estimated to be over Rs. 5000 crores p.a.
By the central Electro chemical Research institute at Karaikad,
Tamilnadu.
With a view to emphasing the importance of protection
through painting the Indian paints Association (IPA) had brought
slogan in 1995 Paint and Protect. This slogan is popularized
through various communications however a lot needs to be done
to reach the millions of customers effectively.
DEVELOPMENTS IN VARIOUS SEGMENTS
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Two significant developments took place in the last three
years in the decorative paints segment.
Advent of Computerized Colour Dispenser
Sudden increase of Exterior Market.
Colour Dispenser:
Traditionally companies used to supply pre mixed shades to
dealers who in turn offered to their customers.
Asian Paints brought in the manual colour dispensing
concept in 1998 and offered 151 shades through it. This was the
first salvo in offering in variety of shades. This concept took off
and Asian Paints went about establishing 2000 colour corners
which would stock the 151 shades. Additional shading
requirements were catered by providing colours as per the
demand after mixing the bases with strainers through colour
dipencer other companies followed it soon and Goodlass Nerolac
introduce ed 301 shades under the same concept.
In 1995 Jhenson and Nichelson, the 5 th ranking company in
the industry, pioneered the concept of CCD. And started installing
them at dealer shops with the support of TIKKURILA of FINLAND.
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The concept is similar to that of the manual colour
dispenser except that the dispensing is automatic pre decided
formula registered in the computer and the shades are offered
instantly shops to customers.
Today Berger Paints, is the 2 nd Company to enter this
system offering 5000 shades a clear indication of the trend. In
the year 1997-98 has
seen the introduction of the concept by the two giants. Asian
Paints and Nerolac. Today around 1000 dealer shops are
installed this concept.
CCD or it is called AUTO COLOUR DISOENCER have helped
the dealers to reduced their inventories offer a large variety of
shades instantly, consistently and accurately. Consumer have
also benefited by this concept as the shopping environment has
changed dramatically with the advent of CCD.
EXTERIOR MARKET
The second development is the introduction of the 100%
Acrylic Exterior Paints and the focus of major companies on the
Exterior Paints market. Traditionally, the exterior paint market
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construction projects, Berger, Asian., Nerolac dominates this
segment due to their international collaborations and high
quality range of products.
PAINTS DEFINED
Technically paints can be defined as a homogenous fluid
made from our ingredients namely pigments, resins, solvents and
additives which the raw materials can be classified into four
categories. A typical paint formation consists of over 500 input
materials.
However the key raw materials are
Pigment:- Titanium dioxid
Resins:- PAN,Pentaerythrill
Together these constitute 40-50% of the total raw material
dependent on the category of paints.
To conclude the following are the critical factors in success
in decorative and industrial paints.
DECORATIVE PAINTS
Managing logistics
Managing input costs
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Focus on rural markets and viewers segments
Strong marketing and brand equity
Quality and technology
INDUSTRIAL PAINTS
International technology
Consistent quality
Customers service
Competitive price
Continuous innovation.
PACKAGING
Asian Paints has four production plants and each has four
distinct packing pattern. So that the work of the godown in
charge becomes easier in recognizing the tins from which plant
they have come.
The packing is as follows
Ankleshwar
Bhandup
PatancheruKasna
And the products are packed as
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Enamels 20, 10, 4, 1 liters
500, 200, 100, 50 ml
Distemper 20, 10, 5, 2, 1 kgs.
Emulsions 20, 10, 4, 1 liters.
PLANT IDENTIFICATION
Plant identification marks for cartoons, drums, tins are given
below.
Bhandup plant
1. All liter number will be four digit starting from 1001.
2. Alphabets B as label indicate Bhandup plant
3. Drums will not have any brands on the top side
4. Cartoons will not be Blue in colour.
Ankleshwar plant
All liter number will be four digit starting from 2001.
Alphabets A as label indicate Ankleshwar plant
Drums have one brand on the top side
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Cartoons will red in colour.
Patacncheru plant
a. All liter number will be four digit starting from3001.
a. Alphabets p as label indicate Patacncheru plant
b. Drums have two brands on the top, one dotted
line.
c. Cartoons green in colour.
Kasna plant
1`. All liter number will be four digit starting from4001.
2. Alphabets K as label indicate Kisna plant
3. Drums have one brand with three dots with nine
alternatives.
4. Cartoons are brown in colour.
PRICING
In the narrowest sense price is the amount of money
charged for a product or service .
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Price has ben the major factor in affecting buyer choice.
This is still true in poorer nations, among poorer groups and with
commodity products. However non price factors have become
more important in buyer choice behavior in recent decades.
With respect to Asian Paints there are two price lists.
Dealers price list
Maximum price list.
Dealer price list:
It is applicable to dealers and consists of their trade
discount of 3%, additional trade discount of 3%, cash discount
5%.
If written in equation
DPL = trade discount 3%
+ Additional trade discount of 3%
+ Cash discount of 5%.
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Maximum Price List:
MPL = consists of dealers price list trade discount 3% -
additional trade discount 3% - cash discount 5% + local tax.
Those dealers who has regular payment of performance are
benefited largely by cash discount and those dealers whose
payment is not regular do not get products.
The company operates at a very low over due outstanding
rate. Thus it can be said that the company has very stringentrules regarding the credit given to the dealers.
PROMOTION
Modern marketing call for more than just developing a good
product pricing attractively and making it available to the target
customers companies also must communicate to their customers
and what they communicate should not be left to chance.
Asian Paints promotional activities consists of
advertisements, schemes, point of purchase, painters schemes.
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The advertisement activities are given to OGILVY AND
MATHER who has designed the advertisements as shown and
partly by contract ad agency.
TARGET GROUP
According to the information provided by the company
personnel the target group differs from product to product.
Eg:
Utsav - rural (chunna and distemper)
Distemper - middle income group
Royal - higher income group
FACTORS BEHIND SUCCESS OF ASIAN PAINTS
Asian paints was founded in 1942 as a small Indian
partnership firm at a time when the paint industry was fiercely
competitive. Two marketing breakthroughs propelled the
company to leap into the decorative segment. The first was the
introduction of smaller sized cans into the market where the paintwas sold in bulk. The second was a dealer expansion thrust to
reach out to end customers and offering them quality paints
which were hitherto available to them in the urban areas only.
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These two steps meant going beyond selling paints and, in
particular responding to the customers unmet need. The result
was that in 1967, Asian paints captured to the top position in the
decorative paint segment. Today the company is not just a
leader in the paint industry but sells twice as much paint as any
other company in India. In 1994-95 the company had a turnover
of Rs. 614 crores and 38% share of the organized paint market
Marketing Strategies
The success of Asian Paints is primarily attributed tomarketing acumen. The company has made excellent use of the
electronic and print media, besides publishing informative
brochures for all its products. The companys mascot Gattu
created to give an ethnic touch has almost become synonymous
with the generic product.
Critical Success factors Distribution
The marketing success of Asian Paints was based on the
realization that the semi-urban was untapped and the small
consumer neglected. To reach those consumers in small town,
the company built a broad distribution network across the whole
country. From small towns Asian Paints moved to reach out to
the metropolitan market. Today, the network with 17,000
retailers across the country is making the company responsive to
a large customer base.
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Use of Information Technology
To strengthen the distribution network, the company has
gone in for computerization at the branch and the depot level. All
branches and 45 depots across the country are connected to the
four plants and the Product Management Group at the Head
Office through the VSAT. The use of the IT has meant faster flow
of information, more efficient management of supplies, and
better inventory control.
Width of Product Line
Based on the surface on which they are applied, decorative
paints are usually classified as wall, metal, wood and plastic
finishes. The products could be emulsions, enamels, varnishes,
automotives, or undercoats. Their end use could be in the sign
board, bus body, industry or household segments.
Asian Paint has offered brands in all possible applications.
For instance:
Synthetic / Acrylic Washable Distempers : Tractors
Acrylic Emulsion : Apcolite (Quality I,) Royale (premium
category)
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Plastic emulsion Paint (Interiors / Exteriors) : Decoplast
(Quality II), Apex (Quality I).
Synthetic Enamel : Apcolite, Gattu
Packet Distemper : Utsav
Wooden Surfaces : Touch Wood, Silkwood, Apcolite Natural
Wood finish
Cement Paint (external) : Gattu
Industrial Segment
General Industrial Finishes : Apcolite (Hammerton Finish)
Other Industrial Products : Expory Coatings, Chlorinted Rubber
finishes, viny I & Polyurethane Systems.
Automotives
Kirlo an Acrlic Paint, Apca nitro-cellulose based Paint, Aspa
an Allkyd, autocare.
Primers
Asian Metal Primer Redoxide
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Tractor Redoxide Primer for Metal
Woodrite for Wood Substrate
Decorative Cement Primer
TECHNOLOGY TIE-UPS
The company has a technical collaboration with PIG of the
UDS and Nippon Paint Co, Japan for the manufacture of
automotive paints, powder coatings, and coil coatings. Through
this move, Asian Paints remains a step ahead because companies
like Deawoo and General Motors that use PPG paint overseas are
likely to source their automobile paint requirements from Asian
Paints. Technical inflows ( From Sigma Coating of the
Netherlands) have also added to manufacturing capabilities in
the areas of heavy-duty marine coatings, anti-corrosion paintsand high-tech resins(that serve as raw materials), thus ensuring
that product quality even in sophisticated items match
international standards.
Product line Extensions
As stated earlier under conceptual issue, line extensions, as
a part of marketing strategy is a low-cost, loss-risk way to meet
the needs of various customer segments. It can satisfy
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customers desires to provide a wide variety of brands under a
single umbrella or family name.
Asian Paints strategy to penetrate into the hitherto
unexplored distempers market was a similar move, which was a
departure from its earlier strategy of concentrating on higher-end
products.
New Market Penetrations
The search of new markets and overseas opportunities has
led the company to neighboring Nepal and the distant South
Pacific Islands Fiji, Tonga and the Soloman Islands. The
company also exports its to the Middle East, South East Asia and
Europe.
Launch of low priced brand as growth strategy
In late 1992, Asian Paints introduced the brand called
Utsav as a long term strategy to penetrate the rural market.
The overall marketing strategy adopted by Asian Paints for this
distemper is now detailed.
Entry into the low end distemper market
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The Rs. 2047 paints market has a pyramidal structure. At
the very top end are [premium emulsions priced at about Rs. 155
to Rs. 170 per liter/kg (which comprise brands like Royale and
Velvet touch); next are the synthetic emulsions at the range of
Rs. 90 to Rs. 105 per liter ( e.g. Apcolite, Nerolac, Dulux and
Rangoli); and at the base is the distemper segment (with Asian
Paints Tractor) between Rs. 33 and Rs. 40. There was a huge
untapped market at the lower end which no organized player had
attempted to tap. This comprised largely packet distempers, dry
distempers and lime ash, hawked in a brand band of Rs. 3 to Rs.
25.
Reason for entry
Around 1991 a recession in the user industries and hike in
the excise rates had slowed the industry growth rate to 2.2%.
Asian Paints realized, that to overcome this phase of stagnation,
it had to penetrate new markets and real volumes would come
only be converting consumers using limewash, dry distemper,
cement paint or other local painting methods into branded paint
uses. This would also expand the market base, besides reaping it
the first mover advantage among the major producers of thepaint industry. All the company need was new paint to penetrate
into this segment.
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Barriers to Entry
No data on market size, consumer buying habits, etc., on the
distemper market.
Regional brands, many in number, had an established
clientele.
Unorganized sector brands were priced low and offered heavy
dealer discounts to push their brands.
National players / Market leader risked losing premium image
and quality association by entry into this low priced segment.
Consumer preferences heavily influenced by regional cultures,
lifestyles, hence the market was fragmented.
Servicing a huge semi-urban and rural market would entail
huge up-front investment, with returns not assured.
Dominance of packet distemper brands, e.g., Dilkash and
Lakmi, which filled the aspirational value slot.
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Company specific problems / Disincentives
Large price differential between the company distemper brand
Tractor (Price Rs. 45 ) and the unorganized sectors products(Rs.3-25 ).
Danger of eroding Tractors equity if a low price variant is
introduced.
Threat of substitution of the higher period Tractor brand by the
cheaper one by the painter, which had a poorer finish resultingin customer dissatisfaction.
The Companys Competitive advantage
High degree of awareness about the company among the
target market constituents.
Company regarded as a quality-produce maker.
Market leader, financial and marketing strength to sustain
investment pressures
Core competence in paints, wide variety and well-developed R
& D.
Wide dealer network and good information base about
different markets.
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The Total Strategy followed
(a) Strategic Thinking
This was influenced by the following factors:
70% of the Indian houses were of the non-pucca variety.
Painting of the hose, especially interiors, was a deeply
entrenched habit.
Wall-Paints usage was dominated by lime wash and dry
distempers.
Branded paints were perceived to be out of reach by the
ordinary consumers.
Penetration of all major paint brands put together was 24% of
the users.
The company realized that the only option it had was to
reduce margins and relentlessly chase volumes. But toachieve volumes, a high penetration in the rural and semi-
urban markets would be required.
(b) Product and Price
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The company realized that it would have to develop a brand
that would offer Value for Money. Hence in late 1992, it
unveiled its new distemper Utsav, the name denoting seasonal
and festival-oriented relevance of the product. It was position as
do-it-yourself, oil-based-distemper. At Rs. 26 per kg, it greatly
narrowed the price differential and brought, for the first time, a
major branded paint within the reach of the price-conscious
consumer.
The packet size was fixed at 1 kg, a small size, since theusers had smaller-sized houses and did not require large pack
sizes. Also, the product was found to cover more surface area
than other products. The product as offered inn eight new
shades, typically in deep colours, keeping the end-user profile in
mind.
(c) Place / Distribution
Region wise launch of the brand, to coincide with regional
festivals.
Focusing on the north Indian Market, the largest, was
scheduled to incorporate market feedback from the otherregions and change the marketing-mix elements if required.
Company salesman linked up with sub dealers and petty
dealers, usually grocers, in villages and small towns, who in
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turn would be serviced by the companys established 15,000
strong dealer network.
Undertook innovative promotional campaigns, like arrangingdemonstration sessions, besides using the regional media and
local print media, and customer education to create strong
brand pull that would help increase of take and provide the
small retailer the incentive to stock Utsav. There was also the
prestige element in stocking Asian Paints products, which the
company exploited to the hilt.
The Company funded its (established) dealers transportation
overheads incurred in reaching out to the new 80,000 odd
outlets.
(d) The Ultimate
Utsav has been a success in the markets where it has been
launched.
It has overcome the main hurdle of dealer and consumer
resistance.
The brand has gained market share at the expense of localpacked distemper brands. Margins for the product are low
about 2-3%, while the higher end brands fetch 20%.
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However, the product has provided the company a clear
advantage. It can now use its rural network to build its entire
economy range comprising the Enamel range Gattu and other
products like primers. Thus it has a clear head start over its
competitors in the volumes game.
THE COMPANY
Asian paints manufacturers and markets a wide
spectrum of coatings and ancillaries, which include decoratives,
protection paints and heavy duty coatings. The manufacturing
facilities of the company for paint products are currently spread
over four locations
# BHANDUP MAHARASTRA 1955
# ANKLESWAR GUJRAT 1980
# PATANCHERU A.P. 1981
# KASNA
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The manufacturing of paints in patancheru started in 1985.
Asian paints, their modern manufacturing facility offers the
widest range of paints among all the paint companies in India, in
terms of products shades as well as pack sizes. Asian paints have
promoted 5 successful overseas subsidiaries.
Asian paints has been turning out consistency good
performance over the years. For more than two decades now, it
has continuously been the leader in the industry. Besides being
the market leader the company has also respectively provided itsexcellence in terms of operating performance which has earned
the company a place among the worlds leading manufacturers.
And Asian paints logo GATTU, the impish boy holding paint tin
and brush is one of the most recognized and most prosperous
mascots in Indian business.
DISTRIBUTION
In an industry the availability of stocks is crucial
determinant of sale, control of material units assumes great
significance especially since Asian paints offer the widest range
of products, shades and packs to the 13000 dealers in the
country through the network of over 47 depots.
This is achieved through a sophisticated material
distribution system which optimizes production and movement
from plants and meshes it with demand pattern in the market.
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The distribution system monitors the dispatch of materials
from plants / other processing units to the branches / depots
directly or through the warehouses or regional distribution
centre.
A bonded store room (BSR) in one where in material for
which excise duty has not been paid is stored. Each plant has a
bonded store room where material is sent immediately after
production. As and when these materials are dispatched it moves
out of the bonded store room. Excise duty is livable at applicablerates on actual movements basis.
During the course of this section and subsequent sections
reference will often be made to an SKU and SAU. An sku is
acronym for stock keeping unit which is combination of particular
pack, product, shade.
Eg. Apcolite synthetic enamel 500ml bus green is one
sku
Apcolite synthetic enamel 500ml sky blue is
one sku
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CLASSIFICATION OF SKU
All products can be divided into bazaar and industrial on
the end use. Bazaar and industrial item can further be divided
into inventoried and non inventoried items
Inventoried sku are those for which constant demand for
which sales forecast with a degree of certainty.
FORM-A
Bazaar sku inventoried at company / branches / depots.
The supply of skus is affected through multi plant
distribution system.
FORM-B
Bazaar skus which shades are under the specific focus of
management group new products, packs are not inventoried at
all branches / depots.
FORM-C1
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Regular bazaar sku inventoried at branch / depot/ but
not at company level.
FORM-C2
Bazaar sku not inventoried at the branch / depots/
company levels.
FORM-D
Industrial inventoried sku.
FORM-E
Industrial not inventoried sku.
FORM-F
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All non confirming stocks( This includes damaged stocks
defective stocks, old stock packed before 3yrs for trade products
and beyond validity period for the industrial products.
CUSTOMER ACCOUNTING PROCEDURES
TYPES OF CUSTOMERS MODE OF
PAYMENT
1. Local dealers Local cheques / payorder
2. Retail sales / cash sales/ Local cheques party isknown as
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pay order upcountry dealers orcash
location, local cheques if thedealer
has local bank account.Industrial customers local cheques, D.D payable locally. In
case absolutely necessary an upcountry cheques or D.Ds.
Cash / local cheques -- Date of collection memo
1. Upcountry cheques - 7days from the date of collection memo
as it takes around 7days for an up country cheques to be cleared.
2. DD/Pay date of DD as the ordered customer is debited as
soon as DD is purchased by the customer. Although the company
may not be credited(i.e the customer is given the benefit.)
PLANING PROCESS In the sales function the planning is as
follows.
Phase-I
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Market assessment It consists of assessment of market
and market share for total and major products, growth
assessment segment wise for this purpose retail audit is
conducted. All the sale representatives collect data form each
retailer.
Phase-I I
Objectiove fixation Based on the above analysis all units
should set objective of achievement of total sales volume / sales
growth. Volume sales strategically important products like
emuilsions auto refinishes, wood finishes and collection
efficiency.
Phase-I I I
In this phase plan for meeting the budget shown be drawn
up. These plans involving product / segment focus, town focus,
dealer focus would form the basis of the planning document.
Phase-IV
Resource planning It consists of
A: man power planning
B: input plans
C: sales promotion plans
PROFITS
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For the quarter ended Dec 31, 2009, on consolidation of accounts of the subsidiaries and joint venture of Asian Paints Net Sales of the Group hasincreased by 22.5% to Rs. 1620 crores from Rs. 1322 crores as compared tothe previous corresponding quarter. PBDIT excluding other income for the
quarter was up by 188.1% to Rs. 318.1 crores as compared to Rs. 110.4crores in the previous year. Net Profit after Minority Interest increased by236.5% to Rs. 198.6 crores as compared to Rs. 59 crores in the previous year. For the Nine Months period, Net Sales of the group increased by 18.9 % toRs. 4804.2 crores from Rs. 4040.7 crores. PBDIT excluding other income wasup by 86.1% to Rs.916.8 crores as compared to Rs. 492.7 crores. Net Profitafter Minority Interest increased by 116.7% to Rs. 643.1 crores as comparedto Rs. 296.7 crores in the previous year.
.
PRODUTION CAPACITY
The company has four production centers to cater to the
needs of the customers in India they are as follows
ANKLESHWAR
BHANDUPPATANCHERU
KASNA
The production plats are like four pillars to the company and
the company is planning to set up a new plant by expanding its
capacity.
The aggregate capacity of the four plants roughly mounts to7000 tones / month in the decorative paints segment.
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NEW PRODUCTS DEVELOPMENT
Asian paints have got a full fledged research and
development function to counter the competition and produce
the technologically advanced products to provide a better service
to the customers.
The research and development and the management has a
plan to 7produce four new products every year. And the new
products added till dates are
# APEX anti fungal exterior paint
# ACE economy emulsion
# Utsav# Asian wall putty
# NC sanding sealerand in the future the tally is going to be increased by their
research and development function.
LOGO
Logo is a symbol which represents the company by looking
at the logo any one who has little knowledge about the paints
would say that it is gattu and the company is Asian Paints.
A boy standing with a brush and a paint tin is famously
known and the logo for Asian Paints which is a popular one has
been designed by R.K.LAXMAN a well known cartoonist.
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THEORTICAL ASPECTS
INTRODUCTION:
Todays companies are facing their toughest competition
ever. Companies can outdo their competition if they can move
from a product and sales philosophy to a marketing philosophy.
The success of the companies lies in doing a better job of
meeting and satisfying customer needs. Only customer-centered
companies are adept at building customers, not just building
products.
Over 35 years ago, Peter Drucker observed that a
companys first task is to create customers. But todays
customers face a vast array of product and brand choices, prices,
and supplies.
Now the customers started estimating which offer will
deliver the most value. Customers are value-maximizers, within
the bounds of search costs and limited knowledge, mobility, and
income. They form an expectation of value and act on it.
Whether or not the offer lives up to the value expectation affectscustomers satisfaction.
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CUSTOMR AWARENESS:
Customers are informed and remaindered about the
products and are requested and persuaded to purchase their
products. Such communication may be made their along the
product or well in advance of the introduction of product into the
market. Such communication becomes necessary when a newproduct or service is introduced in the market or an old product is
improved or it is simply to increase the sales of the products.
Awareness compasses all the tools in the marketing
mix whose major role is persuasive communications.
PHILLIP KOTLER
The main features of awareness are:
1. Customers are informed about the product or services of
the company. Either at the time of introduction of a new
product into the market or when any change is made in the
existing product.
2. Customers are reminded of the products and services of the
company.
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3. Customers are requested or persuaded to purchase the
product and services of the company.
4. Awareness includes, advertising, personal selling and other
sale promotion techniques.
Consumers must have awareness about the new products
and their usage. Such activities are performed by the
manufacturer. It is the responsibility of the producer to get
information about the consumers and prospective consumers so
that the necessary product may be served to meet their
demands.
Subject matter companies must do more than make good
products they must inform consumers about the product benefits
and carefully position products in customers mind. To do this
must skillfully use the mass promotion tools like advertising,
sales promotion and public relations, personal selling, publicity.
ADVERTISING:
Advertising is defined as any paid form of non personal
presentation and promotion of an idea, goods or services by an
identified sponsor.
The best advertising is done by satisfied
customers.
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-- PHILLIP KOTLER
Advertising can be traced back to the beginning of the
recorded history. Archeologist working in the countries around
mediterrian sea have dug up signs announcing various events
and offers. The roman painted walls to announce Gladiator
fights, and the Phoenician painted pictures promoting their waves
and large locks along parade routes.
In 1993 advertisers ran up of bill of more than $ 138
billions through advertising is used mostly by business firms it is
also by a wide range of non profit organization professionals
social agencies that advertiser target to various target publics.
Major Decision In Advertising:
Advertising has the impersonal contact and gives
message to the receiver. The advertiser uses visual media like
newspapers, magazines, radio, television, posters and pamphlets.
There is no feedback to know the response from the people.
Advertising is directed towards consumers. This leads to more
expenses and so the things become an costly affair.
1. Advertising Objectives
a) To inform
b) To persuade
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c) To remind
2. Setting the advertising budget
After determining the advertising the objectives, the company
next sets its adverting.
Budget for each product. The role of advertising is to effect
demand for the product.
However some specific factors are that should be considered
when the setting the advertising budget.
a) Stage in product life cycle.b) Market share
c) Competitiond) Advertising frequency
e) Product differentiation.
3. Message Decision
A large advertisers can spent the same amount on
advertising, yet have very different results studies show that
creative advertising message can be more important to
advertising success than the number of dollars spent.
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4. Message Strategy
The purpose of advertising is to get consumers to think
about or react to the product company in certain way. People will
react only if they believe that they will benefit form doing o.
Effective message consist of customers benefit, creativity,
Meanings, distinctive in nature.
5. Major steps in media selection.
a) Deciding on reach, frequency, impact
Reach is a measure of the percentage of the people in the
target market who are exposed to the ad campaign during a
given period of time.
Frequency is a measure of how many times the average
person in the target market exposed to the message.
Impact qualitative value of a message exposure through a
given medium.
b) Choosing various media types:
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Newspapers Magazines
Televisions Radios
Outdoors Internet
c) Media timing
SALES PROMOTIOIN
It includes activities other than advertising, personal selling,
publicity and public relations which are used in promoting sales
of the product or in persuading the customer to purchase the
product. Distribution of samples, premium coupon, point of
purchase display, off-spring etc., are the examples of sales
promotion techniques.
Samples - Offers to consumers of a trail amount of a product.
Coupons - Certificate that give buyer a saving when they
purchase a specified product.
Rebates (cash refund offers) It offers to refund part of the
purchase price of the product to consumers who send a proof of purchase to the manufacture.
Principles - It reduce prices that are marked by the producer
directly on the label or package.
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Premiums Goods offered either free or low cost and incentive
to buy a product.
Advertising specialties useful articles imprinted with an
advertisers name given as gift to consumers.
Patronage reward Cash or other rewards for the regular use
of a certain companies products or services.
Point of purchase(POP) It displays and demonstration that
takes place at the point of purchase of sale.
Discount Straight discount on price on purchase during a
period of time.
PUBLIC RELATIONS
Another major promotion tool ism public relations building
good relations with the companies various publics by obtaining
favorable publicity, building up a good Corporate image and
handling off unfavorable rumors, stores and events. The old
name for marketing public relations was publicity, which was
seen simply as activities to promote a company or its products by
planting news about it in media not paid for by the sponsor.
Public relations are much broader concept that includes publicity
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ass well as many other activities. Public relations department
may perform following functions.
a) Press relations Creating and placing news worthy
information in the media to attack attention to a person,
product or service.
b) Produce publicity Publicizing specific products.
c) Public affairs Building and maintaining national or local
community relations.
d) Lobbying Building and maintaining national or local
community relations.
e) Investors relations Maintaining relationship with
shareholders and others in the financial community.
f) Development Public relations with donors or members of
non profit organization to gain financial or volunteer
support.
PERSONAL SELLING
Selling is one of the oldest professions in the world. The
people who do selling go by many names.
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Sales people, sales representatives, Account executives,
Sales consultants, Sales engineers, Agent District managers, and
Marketing representatives to name just few.
Sales person, an individual acting for a company by
performing one of more following activities.
Prospecting, communicating, Servicing and information
gathering.
PUBLICITY
Publicity is a non-personal not paid stimulation of demand
of the products or services or business units by planting
commercially significant news or editorial comment in the print
media or by obtaining a favorable presentation of it upon radio,
television or stage.
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OBJECTIVES
PRIMARY OBJECTIVES:
To find out which factors has got influence on customerawareness in Paints Industry.
To know the awareness level of Asian Paints customers as
well as other customers.
SECONDARY OBJECTIVES:
To identify the customer requirements.
To analyze the customers perception regarding the preference of Asian
Paint Products.
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NEED FOR STUDY
The main objective of the study is to know the Customer
awareness with respect to Asian Paints.
The need for this can be explained if one knows the
importance of understanding the Customer awareness. So in the
following paragraph the Customer awareness and its role in the
success of an organization has been explained.
Customer awareness are taken up to boost the sales of a
product by the company. A company having production
capabilities may produce a product and price is according and
sell through the dealers and retailers by its distribution network.
Considering the fact that consumer according to the time
need, want and the purchasing power, it depends on the product,
therefore, the marketers rely on the marketing mix to cater to
the customers efficiently and effectively.
So the companies producing the product, pricing and
planning them have to care fully look into the minds of the
consumers and place the products favorably in the minds of theconsumers.
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Chapter 2
METHODOLOGY
In order to realize the study the objectives a considerably
volume of both primary and secondary data is needed. It has
been therefore found necessary to conduct an Interview schedule
for gathering relevant data from the users.
Primary Data has be collected with the help of a structured
Questionnaire with stratified sample of 100 respondents have to
be taken for carrying out the study.
Secondary Data the information regarding the Indian paint
industry has to be drawn from various published sources. They
include Professional business Journals and Magazines, besides the
News papers. The data relating to Asian Paints has to becollected from company records.
This study is necessarily based on the limited knowledge
and little practical exposure the constraints of resources and time
have further imposed limits to the study boundaries.
Chapter 3
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DATA ANALYSIS AND INTERPRETATION
Exhibit :1
CUSTOMER PURCHASING PATTERN
Graph :1
Occupation Frequency %of
Respondents
Builders 84 84
Contractors 6 6
Engineer 2 2
Others 8 8 Total 100 100
63
6%
2%
8%
84%
BuildersContractors
EngineersOthers
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INFERENCE:
From the above table it is found that 84% of the product
purchasers are builders.
It is found that 6% of the customers are contractors. 2% of
product purchasers are engineers and 8% of product bought by
others.
It is clear from the above data above, that 84% of the
customers are builders because they do painting before handing
over the houses to the respective owner.
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Exhibit :2
EXPERIENCE IN PAINTING PROCESS
Graph : 2
INFERENCE:
No. of
Respondents
Experienced
Respondents
%of
Respondents
100 100 100
65
0%
100%
0%0%
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It is found that all the respondents have experienced in
painting process, even though, the buyers are purchasing then
products for the 1 st time, since it is known that buying of paints
can be not only for self but even for other such as relations and
friends.
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Exhibit :3
APPROXIMATE BUDGET TOWARDS PAINTING
Graph:3
Value of the Budget Frequency %of
Respondents
Below 50,000 18 18
50,000 75,000 6 6
75,000 1,00,000 31 31
Above 1,00,000 45 45
67
Below 50,000
50,000 - 75,000
75,000 - 1,00,000
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INFERENCE:
From the above table out of 100 respondents it was found
that 18% of the respondents are in budget below Rs. 50,000/-
which means they are ready to spend for paints. 6% of the
respondents are in budget between Rs. 50,000/- to Rs.75,000/-.
31% of the respondents are in budget between Rs.75,000/- to
Rs.1,00,000/- and the remaining 45% of the respondents are in
budget above Rs.1,00,000/-.
So it was found that maximum numbers of respondents are
ready to spend upto Rs.1,00,000/- and above for paints.
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Exhibit :4
USAGE OF DIFFERENT INTEROIOR PRODUCTS
Graph: 4
Interior Products Frequency %of
Respondents
Enamel 22 22
Distemper 52 52
Polish 6 6
Emulsion 20 20
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INFERENCE:
From the above table out of 100 respondents, it is found
that 22% of the respondents are in requirements of enamel paint
for their interiors, 52% of the respondents required the interior
paint like distemper, 6% of the respondents are in requirement
of Asian Paint polish, while the other 20% of the respondent are
in requirement of Emulsion.
In interior product usage, there is a greater demand for the
distemper followed by the enamel.
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Exhibit :5
USAGE OF DIFFERENT EXTEROIOR PRODUCTS
Graph: 5
Exterior Products Frequency %of
Respondents
Cement Paint 18 18
Textured 5 5
Emulsion 35 35
Permanent Finish 2 2
SnowCem 40 40
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INFERENCE:
From the above table out of 100 respondents, it is found
that 18% of the respondents are in requirement of cement paint
for their exterior purpose, 5% of the respondents are in
requirement of textured, where as 35% of the respondents
required the Exterior Paint like emulsion and 2% of the
respondent are in requirement of permanent finish product, while
the remaining 40% of the respondents are in requirement of
Snowcem.
Snowcem had a greater demand, because most of the
middle class families are using Snowcem, and next to snowcem
the familiar product is emulsion.
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Exhibit :6
LIFE EXPECTANCE FOR INTERIOR PAINTS BY CUSTOMERS
Graph : 6
Period Frequency %of
Respondents
6 months - -
1 Year - -
2 Year 14 14
5 Year 86 86
73
2 Year 5 Year
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INFERENCE:
From the above table, out of 100 respondents, it is found
that 14% of the respondents or customers are expecting the life
of interior paint to be 2 years and the remaining 86% of the
customers are expecting more than 5 years of lie, for their
interior products.
In details, if we go, No customer is expecting life below 2years. And most of the customers are expecting their product
life above 5 years.
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Exhibit :7
LIFE EXPECTANCE FOR EXTERIOR PAINTS BY CUSTOMERS
Graph :7
INFERENCE:
PeriodFrequency %of
Respondents
6 months - -
1 Year 5 5-
2 Year 34 34
5 Year 61 61
75
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From the above table, out of100 respondents, we can find
that 61% of the customers are expecting more than 5 years of
life for the exterior paints and 34% of customers are expecting
more than a life of 2 years, while the remaining 5% of
respondents are expecting more than 1 year of life for their
exterior paints.
No one among respondents are expecting the life of interior
paint products for less than 1 year.
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Exhibit: 8
TYPE OF FINISH REQUIRED FOR EXTERIOR PAINTS BY
CUSTOMERS
Graph: 8
INFERENCE:
From the above table, out of 100 respondents, A smooth
type of finish is required by 69% of the respondents where as
Type of Finish Frequency %of
Respondents
Smooth 69 69
Textured 18 18
Permanent 12 12Others 1 1
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SmoothTexturedPermanentOthers
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18% of the respondents require a textured type of finish, and
12% of the customers require permanent type of finish, while the
remaining 1% of the customers require other type of finishes.
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Exhibit :9
TYPE OF FINISH REQUIRED FOR INTERIOR PAINTS BY
CUSTOMERS
Graph: 9
INFERENCE:
Type of Finish Frequency %of
Respondents
Distemper 77 77
Emulsion 23 23
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From the above table, out of 100 respondents, Distemper
finish is required by 77% of the respondents, while the other
23% of the respondents require emulsion finishing for their
interiors.
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Exhibit :10
WOOD FINISH PRODUCT PREFERENCE BY CUSTOMERS
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Frequency
%of Respondents
INFERENCE:
From the above table, out of 100 respondents, it came to
know that 87% of the respondents prefer for enamel(glassy) type
of wood finish, where as 9% of the respondents prefer for
Enamel(satin) type of wood finish, and 3% of the respondents
prefer Melamine and the remaining 1% of the respondents preferpoly-utherene type of wood finish.
Type of FinishFrequency %of
Respondents
Enamel(glassy) 87 87
Enamel(satin) 9 9
Melamine 3 3
Poly Utherene (OPAL) 1 1
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So it is clear from the above analysis that most of the
respondents i.e.,87% of the respondents are going for
enamel(glassy) type of wood finish.
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Exhibit :11
AWARENESS ABOUT ASIAN PAINTS PRODUCTS
Graph : 11
Awareness Frequency %of
Respondents
Yes 90 90
No 10 10
84
Ye s
No
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INFERENCE:
From the above table, out of 100 respondents, it came to
know that 90% of the respondents are aware of Asian Paint
Products , while the other 10% of the respondents are not aware
of Asian Paint Products.
So company can go for some more awareness programme
in order to capture the remaining unaware sector.
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Exhibit :12
AWARENESS ABOUT COLOUR WORLD CONCEPT
Graph : 12
Awareness Frequency %of
Respondents
Yes 35 35
No 65 65
86
Ye s
No
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INFERENCE:
From the above table, out of 100 respondents, 35%f the
respondents are aware of Colour World tinting machines
concept of Asian paints, while the other 65% of the respondents
are not aware of this concept.
So, the company need to communicate about the a Colour
World tinting machine concept to the customers by conducting
awareness programme or by advertisement.
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Exhibit :13
CUSTOMERS CHOICE OF COMPANY FOR INTEREIORS
Frequency%of Respondents
Name of theCompany
Frequency %of
Respondents
Asian 57 57
Berger 25 25
Nerolac 8 8
Others 10 10
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INFERENCE:
From the above table, out of 100 respondents, 57% of the
respondents are opting for Asian Interior Paints , while 25% of
the respondents are preferring for Berger Interior Paints, and 8%
of the respondents are opting for Nerolac Interior Pains, where as
the remaining 10% of the respondents are opting for some other
companies for the interiors.
So, it is clear that Asian Interior Paint products have more
customer preference when compared to other brands.
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Exhibit :14
CUSTOMERS CHOICE OF COMPANY FOR EXTEREIORS
Graph : 14
INFERENCE:
Name of theCompany
Frequency %of
Respondents
Asian 50 50
Berger 23 23
Nerolac 12 12
Others 15 15
90
Asian
BergeNerolOther
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From the above table, out of 100 respondents, 87% of the
respondents are opting for Asian Exterior Paints , while 23% of
the respondents are preferring for Berger Exterior Paints, and
12% of the respondents are opting for Nerolac Interior Pains,
whereas as the remaining 15% of the respondents are opting for
some other companies for the interiors.
When compared to interior paints, company exterior paints
are not preferred by some of the customers who were preferring
Asian paint interior products.
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Exhibit :15
TYPE OF GUIDANCE EXPECTED FROM COMPANY BY THE
CUSTOMERS
Graph : 15
Type of Guidance Frequency %of
Respondents
Provide details on recent
development & products
38 38
Educate on product features 24 24
Appraise on product
suitability
8 8
Knowledge of sales Discount 15 15
Budgeting while painting 15 15
92
Provide details onrecent development &ProductsEducate on productfeatures
Appraise on productsusitability
Knowledge of salesDiscount
Budgeting whilepainting
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INFERENCE:
From the above table, out of 100 respondents, it was found
that 38% of the respondents are in need of guidance regarding
the details on recent development and products, whereas 24% of
the respondents are in need of guidance regarding education on
product features. While 8% of the respondents are in need of
guidance for appraise on product suitability. 15% of the
respondents are in need of guidance regarding the knowledge on
sales discounts. While the remaining 15% of the respondents arein need of guidance regarding the Budgeting while Painting.
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Chapter 4
FINDINGS
As a part of my study, survey on Customer Awareness
was conducted during Feburary March 2010. Important findings
are concerning from the customers, have resulted from the
survey. They are summarized in following paragraph.
The First and foremost observation that has been made from
the study is that Asian Paints is the leader in the industry of
paints. It has a very high brand equity in the market.
According to observations of the survey, price is the
dominating factors, which influences the purchasing decision
of the respondents followed by quality, company name,
coverage and service. Comparing to competitors Asian Paint
Company Prices is high.
From the analysis point of view, when compared to interior
paints, company exterior paints are not preferred by some of
the customers, who are preferring Asian Paints interior
product.
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At last, most of the customers are satisfied with Asian Paint
products, but at the same time they require guidance
regarding the recent development of the products.
Chapter 5
SUGGESTIONS
Sales promotion committee should be formed to formulate and
implement new market strategies to compete with
competitors and to extend the market share.
Company sales representatives must maintain relations with
construction companies as well as with painting contractors with
the help of the dealers.
Company should conduct meetings, at least to make the
customers to know about the latest development in the paint
industry and their products.
Companies should even concentrate on Exterior Paints as its
market share is very low.
Advertisement should be increased to update the image of
Asian Paints in the changing environment.
Company must look after, there is a close relationship between
sales representatives and dealers with the customers.
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Company should maintain the customer records.
Chapter 6
LIMITATIONS
The respondents of the questionnaire are very
busty and could not afford more time to answer.
The average time to response was 5-6 minutes
only.
A limited sample size of 100 customers was
considered because of time constraint. An
assumption is made that the sample represents
the whole population. It will not carry the total
reflection of the copier market. Total sample size
is comparatively less to represent the entire
population.
A time period of only 45 days was allowed for the
completion of this product. So considering all the
consumers for the study was not possible.
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The data was of primary nature. So the degree
biases were relatively high as the sample was
randomly selected.
Study restricted to geographical territory of Lucknow city only
BIBLIOGRAPHY
Principles of Management
Philip Kotler
Marketing Management
Rama Swamy
The Hindu Guide Magazines
Business India
WEBSITE:
www.asianpaints.com
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Questionnaire
1) Name:
2) Address:
3) Phone No.:
4) What is your occupation?
(a) Builder (b) Contractor
(c) Engineer (d) Other
5) Have you experienced in painting process?
(a) Yes (b) No
6) What is your approximation of budget towards painting?
(a) Below Rs. 50000 (b) Rs. 50000 Rs. 75000
(c) Rs. 75000 Rs. 10000 (d) Above Rs. 100000
7) Which type of interior paint do you require?
(a) Enamel (b) Distemper
(c) Polish (d) Emulsion
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8) Which type of exterior paint do you require?
(a) Cement Paint (b) Textured
(c) Emulsion (d) Permanent Finish
(e) Snowcem
9) How many life do you expect from interior paint?
(a) 6 Months (b) 1 Year
(c) 2 Years (d) 5 Years
10) How many life do you expect from exterior paint?
(a) 6 Months (b) 1 Year
(c) 2 Years (d) 5 Years
11) Which type of finishing do you require from exterior paint?
(a) Smooth (b) Textured
(c) Permanent (d) Other
12) Which type of finishing do you require from interior paint?
(a) Distemper (b) Emulsion
13) Which type of wood finish product required by you?
(a) Enamel (Glassy) (b) Enamel (Stain)
(c) Mealmine (d) OPAL
14) Are you aware about Asian Paints products?
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(a) Yes (b) No
15) Are you aware about colour world concept of Asian Paints?
(a) Yes (b) No
16) What is your brand preference for interiors?
(a) Asian (b) Berger
(c) Nerolac (d) Other
17) What is your brand preference for exterior?
(a) Asian (b) Berger
(c) Nerolac (d) Other
18)Which type of guidance do you expect from the company?
(a) Provide details on recent development and products.
(b) Educate on product features.
(c) Appraise on product suitability.
(d) Knowledge of sales discount.
(e) Budgeting while painting.
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CONTENTS
Page No.
CHAPTER -1I
About Asian Paints5-57
Objectives of the Study 58
Need for Study 59
CHAPTER 2
Methodology 60
CHAPTER 3
Data analysis and Interpretation61-90
CHAPTER 4
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Findings91
CHAPTER 5
Suggestion92
CHAPTER 6 Limitations 93
BIBLIOGRAPHY 94
Questionnaire 95-97
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