Dealers perception about Asian paints

Submitted by:-

Ankush BhatnagarMBA 2009-2011M090700011

Indian Paint Industry

• The size of the Indian paint industry is valued at Rs.112 billion. • Indian Paints Industry can be classified into two sub-segments:

Volume share Value share

Decorative paints

90% 75%

Industrial paints 10% 25%

OBJECTIVE OF THE STUDY

• To Study the Dealers perception about Asian paints.• To know how Asian paints is maintaining relation with the

dealers.• To study the Marketing Outlook of Asian Paints over the

years.• An analysis of Distribution Channels and Distribution

Strategies of Asian paints.• To identify the Current and Future Success Factors for

the company.

Q1. Are you a dealer or sub-dealer of Asian paints?

• 45% of dealers have direct dealership with Asian paints.

6%14%

30%

45%

5%Asian Paints

Berger Paints

Nerolac Paints

ICI Paints

Others

Q2. Which facility of the paints company attracts you for dealership?

• 25% believe that market profitability is best. Dealers want to earn maximum profit from the company they are investing money

Brand Name15%

Market Profitablity

25%Sales Service

15%

Supply of Goods15%

Customer Satisfaction

15%

Schemes and

Rewards10%

Others5%

Brand Name Market Profitablity

Sales Service Supply of Goods

Customer Satisfaction Schemes and Rewards

Others

Q3. Which brand of the paint company customers mostly preferred

• 35% of the customers prefer Asian paints and 30% of the customers prefer Berger.

Nerolac Paints25%

Asian Paints35%

Berger Paints30%

ICI Paints5%

Others5%

Nerolac Paints Asian Paints Berger Paints

ICI Paints Others

Q4. Do you know Asian paints deal in all categories of interior and exterior paints?

• Almost 65% knows about all the Product categories of Asian paints.

Yes65%

No35%

Yes No

Q5. Do you know that today most of the customer prefer Asian paints due to big

brand name and because of brand ambassadors?

• 65% of the customers said that they know about Asian paints due to Quality and brand name not because of any celebrity endorsing the advertisement

Yes35%

No65%

Yes No

Q6. Is your company provide better schemes and reward on achieving the

target? • 70% Of the dealers said that they are getting better schemes and

rewards annually but some are not satisfied with the company’s monthly schemes.

Yes70%

No30%

Yes No

Q7. If you are going to start the dealership with Asian paints which type of facility you

want from the company.

• 30% of dealers wants better credibility from Asian paints. 20% of dealers want regular schemes.

Market Profitablity15%Supply of goods

10%

Sales Team Service

15%Better Creditablity

system30%

Regular Schemes and

Rewards20%

Others10%

Market Profitablity Supply of goods

Sales Team Service Better Creditablity system

Regular Schemes and Rewards Others

Findings

• Fresher Dealers like to invest their money in Asian Paints.

• Dealers think that investing their money in Asian Paints is the safest option available.

• Very less number of people wants to take risk when it comes to investing the money. They also want to make high profits without taking high risks.

• Almost everybody knows about Asian Paints Ltd.

• Rewards and Market Creditability are still popular among the masses although the other plans are available in the market.

• Berger is the strongest brand in comparison to the other private Paints company brands. It is also because Berger gives maximum market creditability and low price products when we talk about paints markets.

Recommendations

• Company should promote the advertisement.• Company should take regular feedback from customers.• Company should try to pay attention on after sale service.