nerolac kartik

93
A SUMMER TRANING PROJECT REPORT ON “BRAND AWARENESS OF KANSAI NEROLAC PAINTS LTD.” A report submitted for the partial fulfillment of the requirement for Master of Business Administration (2009-2010) SUBMITTED BY KUMAR ADITYA Student ID- 0806260023 Under The Guidance Of Mr. TUSHAR BHATTACHARJEE Mr. TUSHAR BHATTACHARJEE ASM, JAMSHEDPUR Rourkela Institute of Management Studies, Rourkela

Upload: kunal77787

Post on 07-Apr-2015

482 views

Category:

Documents


10 download

TRANSCRIPT

Page 1: nerolac kartik

A

SUMMER TRANING PROJECT REPORTON

“BRAND AWARENESS OF KANSAI NEROLAC PAINTS LTD.”

A report submitted for the partial fulfillment of the requirement for Master of Business Administration (2009-2010)

SUBMITTED BY

Rourkela Institute of Management Studies, Rourkela

Page 2: nerolac kartik

KUMAR ADITYAStudent ID- 0806260023

Under The Guidance Of

Mr. TUSHAR BHATTACHARJEEMr. TUSHAR BHATTACHARJEEASM, JAMSHEDPUR

CERTIFICATE OF THE INSTITUTE GUIDE

This is to certify that the project report titled “Brand Awareness of Kansai Nerolac Paints

limited” is an original work of Mr. KUMAR ADITYA bearing University Registration Number

0806260023 a student of Rourkela Institute of Management Studies, Rourkela and is being

submitted in partial fulfillment of the requirement for the award of the degree of Master of

Business Administration of Biju Patnaik University of Technology, Rourkela. The summer

project report has not been submitted earlier to this University or to any other

University/Institution for the fulfillment of the requirement of a course of study.

Date: Prof. Swapna Menon

(Faculty, RIMS)

Rourkela Institute of Management Studies, Rourkela 1

Page 3: nerolac kartik

DECLARATION

I KUMAR ADITYA, studying in Rourkela Institute of Management Studies, Rourkela

declare that this project titled “ Brand Awareness of Kansai Nerolac Paints Limited” in

context to Ranchi Circle has been compiled by me in partial fulfillment for award of Master’s

Degree in Business Management under Biju Patnaik University of Technology for year 2008-

2010.

I further declare that this project report has not been submitted to any university or institution for

award of any degree or diploma.

Place: - Rourkela KUMAR ADITYA

Date: - MBA (RIMS)

Rourkela Institute of Management Studies, Rourkela 2

Page 4: nerolac kartik

ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude to “Kansai Nerolac Paints

Limited’’ for taking me as Summer Trainee and extending me full support and co-operation

towards the completion of this project.

I would like to express my deep sense of gratitude to Mr. Satya Prakash (Regional Manager)

and Mr. Tushar Bhattacharjee (Area Sales Manager) of Kansai Nerolac Paints Ltd., who

have provided me an opportunity to undergo the summer traning in their esteemed organization

and let me learn the basics of how to work professionally in an organization.

I would also like to take the opportunity to thank to Mr. Prem Kumar (Territory Sales

Supervisor, Daltonganj) and Mr. Manish Kumar Sinha (Territory Sales Supervisor,

Ranchi) who have been a continuous source of inspiration to me and always ready to give me

their valuable suggestions for the accomplishment of this project and for lending me the

valuable guidance & wholehearted co-operation which enhanced my practical & theoretical

skills.

Rourkela Institute of Management Studies, Rourkela 3

Page 5: nerolac kartik

I would also like to thank all the employees here in Nerolac office at Jamshedpur for all their

support and cooperation. Last but not the least I am very grateful to my parents who gave all the

required support and helped me accomplish the project.

KUMAR ADITYA

MBA

Rourkela Institute of Management Studies

TABLE OF CONTENTSCHAPTER SUBJECT PAGE NO.

Chapter – 01 PREFACE 6

Chapter – 02 EXECUTIVE SUMMARY 7

Chapter – 03 OBJECTIVE OF THE STUDY 8

Chapter – 04 METHODOLOGY 9-12

Chapter – 05 INTRODUCTION 13-14

Chapter – 06 OVERVIEW OF PAINT IDUSTRY IN INDIA 15-18

Chapter—07 COMPANY PROFILE 19-30

Chapter—08 PRODUCT PROFILE 31-35

Chapter—09 MARKETING STRATEGY 36-38

Chapter—10 DISTRIBUTION NETWORK 39

Chapter—11 COMPETITORS 40-41

Chapter—12 MARKET SURVEY 42-47

Chapter—13 OBSERVATIONS AND FINDINGS 48-57

Rourkela Institute of Management Studies, Rourkela 4

Page 6: nerolac kartik

Chapter—14 SWOT ANALYSIS 58-60

Chapter—15 RECOMMENDATIONS AND FINDINGS 61-62

Chapter—16 LIMITATIONS 63

Chapter—17 CONCLUSION 64-65

Chapter—18 BIBLIOGRAPHY 66

Chapter—19 APPENDIX 67-69

PREFACE

As a part of MBA programme in RIMS under the Biju Pattanaik University of

Technology (BPUT) and AICTE guidelines we have to undergo summer training for one and a

half month (6 weeks) in an Organization where we are to be exposed to the practical aspects of

business world. I did my summer project at Kansai Nerolac Paints Ltd. I had to study the way

of approach adopted and the Marketing and Promotional activities conducted by the company in

Ranchi City.

To get the realistic view about the subject I had under gone various jobs, which are done

by the company. I was given a complete access to all the work so as to get the practical

knowledge. Moreover, I was given a chance to share some new promotional ideas and concept,

which was newly applied by the company.

The primary and secondary data was collected from the various customers. And the

findings & suggestions were based on my own questionnaire. So I hope these were very helpful

for the company as Promotional activities plays a very vital role in Marketing.

Rourkela Institute of Management Studies, Rourkela 5

Page 7: nerolac kartik

EXECUTIVE SUMMARY

In the project the nature of research is exploratory research whereby the efforts have been

made by executing the research in Ranchi town. A systematic as well as well-designed approach

has been adopted while conducting research about market characteristics.

The problem is that the company seems to have less market share in comparison to its

competitors. So the project given to me was to find out the cause behind this and to find out the

probable techniques to be applied to overcome the problems. Moreover I had to study the

marketing and the promotional activities of the company in the various institutions and convey

the schemes and the benefits provided to them by the company.

First of all the objective of the study was defined clearly. It is followed by the research

methodology adopted which has been defined with the help of collected data. A detailed

interpretation of the Indian Paint Industry has been given. The company’s history along with its

profile is described. The product profile is defined covering the different types of products the

company is having. The major players of the industry and their profile are described. The next

step was defining the sampling design where by the sample size of 164 was taken for the

different institutions viz. Nursing Homes/Hospitals, Hotels, Schools and the target area was

Ranchi. To facilitate the research work questionnaire method was adopted for the collection of

the data as a primary research whereas the secondary data was collected from different books,

company library and the other trade / business websites.

Rourkela Institute of Management Studies, Rourkela 6

Page 8: nerolac kartik

Questionnaire contains both open ended questions and close ended questions, on the basis of the

feedback the analysis was done with the help of the clear graphical representation by using pie

charts, bar graphs and other graphs. The next step was the most important step for looking at the

actual findings of the project and recommend to the company what can be incorporated for

further improvement.

OBJECTIVE OF THE STUDY

To study the way of approach adapted by Kansai Nerolac Paints Ltd. to various dealers.

To determine the preference level of Nerolac Paints in comparison to the other

companies’ paints in the different institutions.

To promote the company’s products in the institutions.

To find out the customers buying behavior towards particular brand.

Listing and implementation of different promotional ideas. Meeting concern people for the success of promotional ideas.

Rourkela Institute of Management Studies, Rourkela 7

Page 9: nerolac kartik

METHODOLOGY

Marketing research is the backbone of marketing. The main objective of my study was to get

information from the customers regarding their preference of the products of Kansai Nerolac

Paints Ltd. in comparison to other paint companies and to suggest some feasible measures to

improve the institutional sales of the company products.

Meaning of Research: Research in common refers to a search of knowledge. One can also

define research as a scientific research for pertinent knowledge or information on a specific

topic. This is a systematic and objective identification, collection of data, analysis, dissemination

and use of information for the purpose of assisting management in decision making related the

identification and solution of problem in the market.

According to Kedman and Mary, “Research is a systematic effort to gain

knowledge.”

A set of five steps, which includes type of research, approach of research, data

collection and analysis, interpretation of conclusion, limitation of study and on the basis of

these five steps I had presented my final presentation.

Type of Research: As far as this project is concern, it is a descriptive type of research work

because according to C.R. Kothari (the author of Research Methodology) descriptive research is

a method of obtaining qualitative data and other fact finding activities and require special effort

from researcher’s side.

Rourkela Institute of Management Studies, Rourkela 8

Page 10: nerolac kartik

I present this research as a “depth interview”. This is an unstructured, direct, personal

interview in which a single respondent is probed by a highly skilled interviewer to uncover

underlying motivation, beliefs, attitudes, and feeling on the topic.

Approach of Research: According to ‘Kothari’ there are two approaches in research

methodology. First one is qualitative and second one is quantitative.

This project works on quantitative approach, which is reliable and beneficial in this type of

project. In quantitative data collection or research we seek to quantify the data and typically

apply some form of statistical research or analysis. Quantitative research applies to quantify the

data and generalized the result from the sample to the population of interest. In this research a

large number of samples of representative cases are taken, the method of data collection is

structured, data analysis is statistical and outcome is recommended a final course of action.

Rourkela Institute of Management Studies, Rourkela 9

Page 11: nerolac kartik

In order to achieve the above objective exploratory research was carried and different steps were

followed.

1. Define the problem & research objectives

Management must define the problem in broader way. It is said that by defining the problem it is

half solved. The objective is the same as stated above.

2. Develop the research plan

The second stage of marketing research calls for developing the most efficient plan for gathering

the information needed to achieve the objective of the project successfully. There are number of

steps involved in this:

a) Data sources

Rourkela Institute of Management Studies, Rourkela

Research DataResearch Data

Secondary DataSecondary Data Primary DataPrimary Data

Qualitative DataQualitative Data Quantitative DataQuantitative Data

DescriptiveDescriptive CasualCasual

10

Page 12: nerolac kartik

Primary data:

It has been collected by forming a proper questionnaire. Questionnaire is a systematic and

structured manner of collecting data for conducting experiment. The nature of the questionnaire

is very inductive and fundamental. It has been kept in a proper framework to make it clear to the

dealers .A sample questionnaire has been attached in the report.

Secondary data:

It has been collected from the websites of Nerolac Paints Ltd.and library of Jamshedpur Depot.

For secondary data I concern the books like – “Research Methodology“- by C.R.Kothari and

“Marketing Research” – 4TH editions by Naresh k. Malhotra for the basic information about the

project, product profile were also used for the secondary data.

Research instrument

Questionnaire: The questionnaire was developed in consultation with the project guide Mr.

Tushar Bhattacharjee (ASM of Jamshedpur) of Kansai Nerolac Paints Ltd... Ranchi, it comprises

of 09 open – ended questions.

Sampling design

Sampling design is a conductive approach, which gives the research work a factual as well as

conclusive framework. It contains sample size, which is basically a true representation of the

target population

Sample size

69 for dealers and retailers

Rourkela Institute of Management Studies, Rourkela 11

Page 13: nerolac kartik

Commencement of Fieldwork:-

The fieldwork included the process of getting the questionnaires filled up and also getting all the

relevant information regarding the visibility of KANSAI NEROLAC PAINTS LTD. for future

business decisions.

INTRODUCTION

Marketing deals with identifying and meeting human and social needs. One of the shortest definitions

of marketing is “Meeting needs profitably”. Marketing is an organizational function and a set of

processes for creating communicating and delivering value to customers and managing customer

relationships in ways that benefits the organizations and its stake holders.

Much of brands strength depends on developing a superior product and packaging, ensuring its

availability, and backing it with engaging communications and reliable service.

The Indian paint industry has come a long way from the days when paints were considered a luxury

item. Today the awareness level on preventing corrosion through paints is relatively high, a

development that should be a huge boost to the paint industry. The paint industry in India has

Rourkela Institute of Management Studies, Rourkela 12

Page 14: nerolac kartik

flourished into a full-fledged manufacturing and sale market catering to the international standards

being demanded for the painting jobs.

The Indian Paint Association is the apex body of the Indian Paint Industry, which represents both the

organized sector and the small scale sector in the paint industry. It is a voluntary non-political and

non-profit organization which promotes the interest of the paint industry and the society.

The IPA is a unique forum in which even the very small scale manufacturers are members besides all

the major paint producers in India. The representative character of the association is amply

demonstrated by the fact that more than 80% of the total paint production in the country is accounted

for by members of the IPA.

The types of paints available in the market and their utility are:

o Acoustic Paint: It is specially designed for acoustic tiles.

o Alkyd Resin Paint: Best suitable for trim, doors, faux finishes and other maximized use

areas.

o Dripless Paint: This paint is thicker and is most suitable for application on ceilings.

o Latex Paint: The applicability of this paint is easier than most other and it dries much

quickly. It is also easier to be washed.

o One-Coat Paint: It is the more expensive version of the latex and alkyd paints and is

mostly chosen for surfaces that require flawlessness in color.

o Primers: This paint is the initiation for all interior paint works.

o Rubber-Base Paint: This is best for concrete and bricks.

o Textured Paint: If need is to cover any flawed surface in your house get this paint. It

works well on ceilings.

Besides these home decorating and improvement paints and office paint we can also get industrial

paints, aircraft paint, airplane paint, aviation paint and many other paint products with the paint shops

in India. The paint companies in India house a wide range of paint products that cater to all your

needs. A whole spectrum of colors with our own textured options and application patterns are

Rourkela Institute of Management Studies, Rourkela 13

Page 15: nerolac kartik

available with the paint companies. Each company has its own specialized product and some also offer

home paint services. The cost of a painting job may vary with the paint chosen - acrylic, emulsion,

primer etc., the paint tools being used and the painting company hired.

OVERVIEW OF PAINT INDUSTRY IN INDIA

The Indian Paint Industry has witnessed remarkable growth over the last few years in terms of

volumes, quality and also technological development. Until now, it has been mainly dominated

by the decorative products; but steadily it is moving towards industrial and protective coatings,

which demonstrates its increasing sophistication.

The Indian paint industry is a Rs 49 billion sector.

The demand for paints is relatively price-elastic but is linked to the industrial and

economical growth.

Rourkela Institute of Management Studies, Rourkela 14

Page 16: nerolac kartik

The per capita consumption of paints in India is very low at 0.5 kg per annum if

compared with 4 kgs in the South East Asian nations and 22 kgs in developed countries.

The global average per capita consumption is 15 kg.

In India the organized sector controls 70 percent of the total market with the remaining

30 percent being in the hands of nearly 2000 small-scale units.

In India the industrial paint segment accounts for 30 percent of the paint market while the

decorative paint segment accounts for 70 per cent of paints sold in India.

In most developed countries, the ratio of decorative paints vis-a -vis industrial paints is

around 50:50.

All the industry majors have a vast dealership network and are required to maintain high

inventory levels.

Most of the paint leaders have technical tie-ups with global paint leaders.

Sector comments

Paint is a mixture of four elements - solvents, binders, pigments and additives. Solvents give the

paint a liquid flow while the binder binds it to the surface. Pigments impart colour and opacity to

the paint and the additives give it special resistance properties.

Sector trends

The recession in the construction and automobile sector had thrown in shades of grey across the

Industry spectrum, but the revival in these sectors is cause for cheer for the paint industry as

well. The balance sheets of the industry majors are now painted with bright colours.

Sector specifics

On product lines, paints can be differentiated into decorative or architectural paints and industrial

paints. While the former caters to the housing sector, the automotive segment is a major

consumer of the latter. Decorative paints can further be classified into premium, medium and

Rourkela Institute of Management Studies, Rourkela 15

Page 17: nerolac kartik

distemper segments. Premium decorative paints are acrylic emulsions used mostly in the metros.

The medium range consists of enamels, popular in smaller cities and towns. Distempers are

economy products demanded in the suburban and rural markets. Nearly 20 per cent of all

decorative paints sold in India are distempers and it is here that the unorganized sector has

dominance. Industrial paints include powder coatings, high performance coating and automotive

and marine paints. But two-thirds of the industrial paints produced in the country are automotive

paints.

Market profile

The leaders in the organized paint industry are Asian Paints (India) Ltd. (APIL), Kansai Nerolac

Paints Ltd. (KNPL), Berger Paints, Jenson & Nicholson Ltd. (J&N) and ICI (India) Ltd.

Asian Paints is the industry leader with an overall market share of 33 per cent in the organized

paint market. It has the largest distribution network among the players and its aggressive

marketing has earned it strong brand equity. The Berger Group and ICI share the second slot in

the industry with market shares of 17 per cent each. GNPL has a market share of 15 percent in

the organized sector.The market can be further split into decorative paints and industrial paints.

The demand for decorative paints is highly price-sensitive and also cyclical. Monsoon is a slack

season while the peak business period is Diwali festival time, when most people repaint their

houses. The industrial paints segment, on the other hand, is a high volume-low margin business.

In the decorative segment, it is the distribution network that counts while in the industrial

segment the deciding factor are technological superiority and tie-up with automobile

manufacturers for assured business.

APIL dominates the decorative segment with a 38 per cent market share. The company has more

than 15,000 retail outlets and its brands Tractor, Apcolite, Utsav, Apex and Ace are entrenched in

the market. KNPL, the number-two in the decorative segment, with a 14 per cent market share

too, has now increased its distribution network to 10,700 outlets to compete with APIL

effectively. Berger and ICI have 9 per cent and 8 per cent shares respectively in this segment

followed by J&N and Shalimar with 1 and 6 per cent shares.

Rourkela Institute of Management Studies, Rourkela 16

Page 18: nerolac kartik

The share of industrial paints in the total paint consumption of the nation is very low compared

to global standards. It accounts for 30 per cent of the paint market with 70 per cent of paints sold

in India for decorative purposes. In most developed countries, the ratio of decorative paints vis-

a -vis industrial paints is around 50:50. But, with the decorative segment bottoming out,

companies are increasingly focusing on industrial paints. The future for industrial paints is

bright. In the next few years, its share would go up to 50 per cent, in line with the global trend.

GNPL dominates the industrial paints segment with 41 per cent market share. It has a lion's share

of 70 per cent in the OEM passenger car segment, 40 per cent share of two wheeler OEM market

and 20 per cent of commercial vehicle OEM market. It supplies 70 per cent of the paint

requirement of Maruti, India's largest passenger car manufacturer, besides supplying to other

customers like Telco, Toyota, Hindustan Motors, Hero Honda, TVS-Suzuki, Mahindra &

Mahindra, Ashok Leyland, Ford India, PAL Peugeot and Bajaj Auto. GNPL also controls 20 per

cent of the consumer durables segment with clients like Whirlpool and Godrej GE. The company

is also venturing into new areas like painting of plastic, coil coatings and cans. APIL, the leader

in decorative paints, ranks a poor second after Kansai Nerolac in the industrial segment with a 15

per cent market share. But with its joint venture Asian-PPG Industries, the company is

aggressively targeting the automobile sector. It has now emerged as a 100 per cent OEM supplier

to Daewoo, Hyundai, Ford and General Motors and is all set to ride on the automobile boom.

Berger and ICI are the other players in the sector with 10 per cent and 9 per cent shares

respectively. Shalimar too, has an 8 per cent share.

Industry characteristics

Four major players control over 50% of the market share.

The demand for paint is relatively price-elastic but is linked to the industrial and

economic growth.

The four major players have successfully raised prices over the last three years

without loosing market share.

Rourkela Institute of Management Studies, Rourkela 17

Page 19: nerolac kartik

The industry majors have a large dealership network and required to maintain high

inventory level.

Global strategic tie-up takes place in technology and R & D.

COMPANY PROFILE

HISTORY OF NEROLAC PAINTS:

Nerolac Paints embarked its journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In 1933,

Rourkela Institute of Management Studies, Rourkela 18

Page 20: nerolac kartik

Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was born. Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac Paints Ltd.

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

In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu Toryo Co. Ltd., Japan. 

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

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

In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac Paints Ltd.

During the journey of continuous performance excellence, Kansai Nerolac Paints Ltd. has entered in to many technical collaborations with other industry leaders such as E.I. Du-products. Its incessant journey of successes will go on backed by its present human asset of over 2000 professionals and a sales turnover of Rs. 1484 crores Kansai Paint Company Limited, which is the largest paint manufacturing company in Japan and among the top ten coating companies of the world. Kansai Nerolac Paints Ltd. is the second largest coating company in India with a market share of over 20%. It is the market leader in industrial / automotive segment supplying over 90% of the OEM requirements and the leader in powder coatings.

CODE OF CONDUCT FOR THE BOARD OF DIRECTORS AND SENIOR MANAGEMENT OF KANSAI NEROLAC PAINTS LTD.

INTRODUCTION:

Rourkela Institute of Management Studies, Rourkela 19

Page 21: nerolac kartik

The Board of Directors of Kansai Nerolac Paints Limited has adopted the following Code of Conduct for the Board of Directors and senior management of the Company.  For the purpose of this Code, the term “senior management” shall mean personnel of the Company who are members of its core management team excluding Board of Directors. This would comprise all members of management one level below the executive directors, including all functional heads.

The Code has been adopted, effective the 31st day of December, 2005.

This code should be read in conjunction with the “Code of Conduct for managerial and executive staff”, the “Code of conduct for prevention of insider trading and code of corporate disclosure practices” and the “Policy on appropriate social conduct at workplace” and such other policies/codes that the Company may from time to time formulate in pursuit of its commitment to the core values of integrity and honesty.

The Company shall always strive to maintain the highest standards of conduct in all its endeavors. The Company’s Directors and senior managers have a responsibility to lead by example, acting with truth, sincerity and fairness in all decisions.

The Code is intended to serve as a source of guiding principles for directors and senior managers. This Code cannot be expected to address every expectation or condition regarding proper and ethical business conduct. Each Director and senior manager is expected to comply with the letter and spirit of this Code using good common sense and professional ethics as the best guide.

CONFLICT OF INTEREST:

Directors and senior managers must avoid any conflict of interest with the Company. A "conflict of interest" occurs when the private interest of a Director/senior manager interferes in any way, or appears to interfere, with the interests of the Company as a whole. While this Code does not attempt to describe all possible conflicts of interest that could develop, nevertheless, some of the more common conflicts that Directors and senior managers must resolve or avoid, however, are set out below:

A conflict situation can arise when a Director/senior manager or a member of his family take(s) action or has/have interests that may make it difficult for the Director/senior manager to make decisions on behalf of the Company objectively and effectively.

A conflict of interest can also arise when a Director/senior manager or a member of his family receive(s) improper personal benefits as a result of the position of the Director/senior manager in the Company.

Rourkela Institute of Management Studies, Rourkela 20

Page 22: nerolac kartik

It is a conflict of interest to serve as a Director of any company that competes with the Company.

Family can be considered to consist of the Director, his spouse, dependent children and dependent parents.

If a Director/senior manager believes that he has an actual or potential conflict of interest with the Company, the Director/senior manager shall notify the Company / Board of Directors as promptly as practicable and shall in any event not participate in any decision by the Board of Directors that in any way relates to the matter that gives rise to the conflict of interest.

Directors, senior managers and their families shall abstain from offering or accepting gifts from persons or firms who deal with the Company where such gift is being made in order to influence the actions of the director/senior manager, or where acceptance of the gift could create the appearance of a conflict of interest.

CORPORATE OPPORTUNITIES:

Directors and the senior managers owe a duty to the Company to advance its legitimate interests. Directors and senior managers are prohibited from taking for themselves opportunities or personal gain through unauthorized use of corporate property,   information and position or competing with the Company for business opportunities.

CONFIDENTIALITY:

Directors and senior managers must, during their term of office and after leaving the Board/ services of the Company, maintain the confidentiality of information entrusted to them by the Company and any other confidential information about the Company that comes to them from whatever source, in their capacity as Directors/ senior managers, except to those people who have an appropriate reason to have access to the information. For purposes of this Code, "confidential information" includes all non-public information that might be of use to competitors, or harmful to the Company or its customers, if disclosed.

COMPLIANCE WITH LAWS, RULES AND REGULATIONS:

Directors and senior managers shall comply with laws, rules and regulations applicable to them as Directors and senior managers of the Company, including laws on prevention of insider trading.

PROTECTION AND PROPER USE OF COMPANY’S ASSETS:

Directors shall protect the Company’s assets and ensure their efficient use for legitimate business purposes.

FAIR DEALING AND ETHICAL BUSINESS CONDUCT:

Rourkela Institute of Management Studies, Rourkela 21

Page 23: nerolac kartik

Directors and senior managers must observe the highest ethical standards and act with integrity and honesty to promote an environment that encourages the employees of the Company to sustain and enhance the reputation of the Company and treat each other as well as customers, suppliers, and competitors with fairness and respect. Directors and senior managers shall not take unfair advantage of anyone through manipulation, concealment, abuse of privileged information, misrepresentation of material facts, or any other unfair dealing practice. Conduct that raises questions about the integrity, character or impartiality of the organization, which can damage the reputation of the Company, or creates an appearance of illegal, unethical or improper conduct, is prohibited.   

ENCOURAGING THE REPORTING OF ANY ILLEGAL OR UNETHICAL BEHAVIOUR:

Directors and senior managers of the Company shall endeavor to promote ethical behavior and to provide an opportunity to employees to report violations of laws, rules, regulations or codes of conduct and policy directives adopted by the Company to the appropriate personnel without fear of retaliation of any kind for reports made by the employee in good faith.

HANDLING NEWS ABOUT THE COMPANY:

Confidential information about the Company, including information that can be expected to have an impact on the market for the Company’s shares may be released only in accordance with the Company guidelines and the relevant regulations of the Stock Exchanges and the Securities Exchange Board of India.

COMPLIANCE PROCEDURES:

Senior managers and Executive Director(s) shall communicate any suspected violations of this Code, including any violation of law or governmental rule or regulation, promptly to the Managing Director. Directors, other than the Executive Director(s) shall communicate any suspected violations of this Code, including any violation of law or governmental rule or regulation, promptly to the Board of Directors. Alleged violations shall be investigated by the Board or by a person or persons designated by the Board and appropriate action shall be taken in the event of any violations of the Code.

ANNUAL CERTIFICATION:

All Board members and senior management personnel have to confirm compliance with the Code on an annual basis. The Annual report of the Company shall contain a declaration to this effect signed by the Managing Director who is the Chief Executive Officer.

Rourkela Institute of Management Studies, Rourkela 22

Page 24: nerolac kartik

HR ANGLE :

VISION VALUES AND CULTURE:

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

Kansai Nerolac Paints have been at the forefront of paint manufacturing over eight decades pioneering a wide spectrum of quality products that change the face of economy and lifestyles of people at large.

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

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

To this end they consciously have internalized and been practicing these values in all their business transactions though human beings:

InnovationEntrepreneurialResponsiveSimplicityTeam Orientation

CULTURAL ETHOS:

Vision driven organizationEmployees feel pride in being part of the organizationRecognition of human resources as extremely important and critical assetsHigh level of human dignityTransparency and openness among employees at all hierarchical levelsPerformance-linked reward system

Rourkela Institute of Management Studies, Rourkela 23

Page 25: nerolac kartik

Management and employee commitment to organization values is highAutonomy in work is highHigh commitment to quality products

THE HR PHILOSOPHY:

Nerolac recognizes its human resources as extremely important and critical assets. They honor the dignity of each individual, irrespective of position and highly value the feelings.

Their Human Resource Policy is, to facilitate creation of synergy, mutuality and interdependence between individual and corporate development and growth through total employee involvement and building an enabling work culture in the organization.

Informality in interactions, transparency and openness in communications at all levels, and an enabling work environment supporting high autonomy of work, transparency and an objective subjectivity of Performance Management System, fair dealing, tremendous care and concern for people are a few of the softer aspects of permeable people management environment which represent the organizational climate and culture. Their faith is averred by the fact that people feel pride in being part of the Nerolac family. They care for people; people care for our business.

THE QUALITY POLICY

It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve complete customer satisfaction by providing products and services that consistently meet or exceed the customer needs and expectations, pursuant to agreed specifications, delivery schedules and

Rourkela Institute of Management Studies, Rourkela 24

Page 26: nerolac kartik

competitive prices. It is the philosophy of the company to systematically operate its manufacturing facilities by inculcating commitment to total quality management at all levels and on a continuous basis with a view to achieving “First Time Right” results in manufacture, services and other operations.

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

OPEN DOOR POLICY:

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

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

SOCIAL REAPONSIBILITY:

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

IT PILLAR:

Nerolac has always sought to harness the benefits of Information technology. It has envisioned using Information technology in all areas of business to build up unique competencies and efficiencies thus delivering maximum value to Nerolac's stakeholders.

Rourkela Institute of Management Studies, Rourkela 25

Page 27: nerolac kartik

Starting in February 2000, it has transformed its functional based legacy systems into a process based organization wide systems culture by investing and implementing the SAP R/3 solution. It has also sought to leverage its vast repository of data and work towards building a knowledge based organization. In line with this vision it has invested in a world class data warehousing solution and in Knowledge sharing portal. The power of IT has been further leveraged to enhance the operational capabilities with the help of Supply Chain solutions from SAP.

As part of these implementations Nerolac today has a state of the art data center and communication infrastructure based on VSAT’s / Leased lines/ ISDN/ VPN connecting all its sales offices and factories around the country allowing online transaction processing and response backed by a state of the art Storage (SAN) device. Nerolac plans to now open its organization to its suppliers and customers so as to reap the benefits of modern communication technology and E-commerce. A part of this process it is now pursuing means for establishing secure connectivity to the extended enterprises.

Nerolac will continue to invest in applications that make it more open and transparent to all its stakeholders.

ORGANIZATIONAL SRENGTHS:

An organization is not set on pillars of brick and concrete but is set on strong inherent characteristics that make it strong for years!

Nerolac is carrying on strong since 1920. Following are its strengths that have kept this company in good faith.

STRONG VISION AND VALUES:

Nerolac is a company with very clear and well-defined vision and very strong values. Clarity of vision and strong foundation of cultural values have always kept this company

in good stead. Its ethical conduct has always guarded it against any possible traps and pit falls.

We have made sure that the distribution hurdles and the climatic vagrancies do not affect the quality of our services. This same commitment will ensure that Kansai Nerolac will march

towards its centennial year, fully dedicated and invigorated, in step with the exciting wave of industrialization and modernization pervading through the new India.

INNOVATION IN RESEARCH & DEVELOPMENT “COMPETES THROUGH INNOVATON”:

Rourkela Institute of Management Studies, Rourkela 26

Page 28: nerolac kartik

The keystone of Kansai Nerolac's success has been its investment in technology and the importance given to Research and Development. The company has, over the years, set up excellent facilities for developmental research, improving its manufacturing processes and continuously innovating on its products.

Kansai Nerolac's R&D laboratory has the distinction of being one of the first to be officially recognized by the Department of Science and Technology (DTI), Government of India. At Nerolac, quality control starts from the first stage of raw materials, through intermediates, right up to the finished products.

WIDE EXPERIENCE

The rich cumulative experience of the organization gathered over 80 years of experience provides a strong backbone to all kinds of decisions taken in this company. 80 years of learning in trade and market has given enough expertise to innovate and develop products and services according to the changing needs and desires of customers. Nerolac paint technology cuts across all barriers; without discriminating between uses or users. The past decades have seen a meteoric rise in the fortunes of Kansai Nerolac. Today, we are the second largest paint company and a recognized leader in our chosen fields. The company was adjudged the fastest growing paint company in the organized sector, not once but thrice-in consecutive years.

PEOPLE:

Nerolac is a company, which considers its people as one of its strengths. Nerolac has always valued its employees. Recruitment thus becomes very important activity at Nerolac. Employees that add value to the organization are suitably awarded & rewarded to keep the fire live & going.

STRATEGIC ALLIANCES:

The coatings industry globally, like several other industries, is in the process of consolidation. The process of consolidation is intended to help companies meet increasingly challenging customer requirements by constantly updating technology, striving for greater efficiency in operations and ensuring worldwide servicing capabilities.

Rourkela Institute of Management Studies, Rourkela 27

Page 29: nerolac kartik

World over, units are moving with associates/affiliates/parent bodies with core competence as their prime objective. The acquisition by Kansai of the shareholding of Forbes Gokak Ltd. and their associates in your Company is in furtherance thereof. Our technical collaborators and associates are strategically placed to make most of the market opportunities and create more value to the company.

MANUFACTURING STRENGTH:

Manufacturing is a very important function for the paint industry. Nerolac has made sure that its manufacturing facilities are world class. Nerolac has four manufacturing units located at Perungudi (T.N.), Jainpur (U.P.), Lote Parshuram (Maharashtra) & Bawal (Haryana). The fifth factory is planned at Hosur in T.N. The total installed capacity of all the existing units put together is 173900 MT/Annum. Its latest unit is at Bawal, which was commissioned in March 2005, with a capacity of 20400 TPA with an investment of around Rs.100 crore- all through internal accruals.

ISO CERTIFICATE:

Kansai Nerolac Paints Ltd. has embarked on a TQM (Total Quality Management) mission. As a first step towards this objective and assuring our valued customers with respect to our commitment to Quality, our manufacturing facilities are ISO 9000 / certified. Not only that our major mfg. units are ISO 14000 (Environmental std.) certified. 

ENVIRONMENTAL POLICY

Kansai Nerolac Paints Limited manufacture paints for beautification of assets. They are committed themselves towards environmental protection and conservation of natural resources. They shall evaluate the environmental impacts of their activities during the development of manufacturing processes and endeavor to minimize the impact on the environment due to their

Rourkela Institute of Management Studies, Rourkela 28

Page 30: nerolac kartik

activities. Their objective is to utilize our natural resources in an efficient manner.  They shall encourage continual and targeted improvements to:

- Prevent waste generation at source

- Reduce, recover and recycle wastes

- Reduce and prevent pollution of air, water and land

They shall objectively accept suggestions towards improvement in their environmental performance from customers, employees and suppliers. As a responsible care company they are committed to comply customer requirements and shall provide necessary resources for accomplishment of objectives and targets.

They shall strive to minimise impact on environment by effectively employing emergency handling procedures. They shall install and operate facilities to comply with relevant environmental legislation and requirements.

They shall make employees aware of importance of environmental protection and conservation of natural resources. They are committed towards continual improvement in all their activities to achieve environmental excellence.

They shall communicate this Policy to all employees and make it available to public on demand.

ASSOCIATE COMPANIES

NIPA CHEMICALS LTD.

This Company specializes in the manufacture of Pre-Treated Chemicals. Nipa Chemicals Ltd. is a joint venture of Nihon Parkerizing Co. Ltd., Tokyo, Japan, and Kansai Nerolac. Nerolac provides technical and the marketing support for Nipa Chemicals

GEOGRAPHICAL PRESENCE

Kansai Nerolac has been operating and rendering its services in 22 states of India.

Rourkela Institute of Management Studies, Rourkela 29

Page 31: nerolac kartik

NAME OF THE STATE CITIES

Andhra Pradesh Hyderabad,Vijaywada,Vishakapatnam

Assam Guwahati

Bihar Patna

Chattisgarh Raipur

Goa Panaji

Gujarat Ahmedabad,Aslali,Rajkot,Surat.Vadodara

Haryana Ambala,Faridabad

Himachal Pradesh Solan

Jammu& Kashmir Jammu

Jharkhand Jamshedpur

Karnataka Bangalore,Hubli,Gulbarga,Mangalore

Kerala Cochin,Calicut.Thiruvala,Trivandrum

Madhya Pradesh Indore,Jabalpur.Bhopal,Gwalior

Maharashtra Mumbai.Bhiwandi,Pune,Kolhapur, Nagpur

New Delhi New Delhi

Orissa Cuttack

Punjab Jalandhar,Bhatinda,Patiala,Chandigarh,Ludhiana

Rajasthan Jaipur,Jodhpur,Udaipur

Tamil Nadu Chennai,Coimbatore, Madurai,Trichi

Uttar Pradesh Gaziabad, Agra,Kanpur,Bareilly,Lucknow,Varanasi

Uttaranchal Dehradun

West Bengal Kolkata,Siliguri

PRODUCT PROFILE

Rourkela Institute of Management Studies, Rourkela 30

Page 32: nerolac kartik

EMULSIONS: Emulsions are plastic paints which are used for the decorative purpose in the exterior and interior walls. There are two types of emulsions namely:

EXTERIOR EMULSION: These are mainly used in the exterior walls. Exterior emulsions are some time can be used in interior walls also. There are two categories of exterior emulsions:

a) Premium quality exterior emulsionsb) Regular exterior emulsionsc) Low quality exterior emulsions

Rourkela Institute of Management Studies, Rourkela 31

Page 33: nerolac kartik

Example: Excel everlast, Excel total, Excel, Suraksha Advanced, Suraksha Plastic.etc.

Home > Products > Walls > Exterior > Emulsions

Emulsions

Impression Excel Anti Peel Impression Excel Total

 

Suraksha Advanced Nerolac Suraksha

Rourkela Institute of Management Studies, Rourkela 32

Page 34: nerolac kartik

INTERIOR EMULSION: These are mainly used in the interior walls. They are washable. Interior emulsions cannot be used in exterior surfaces. There are four types of interior emulsions :

a) Premium quality interior emulsionb) Washable interior emulsionc) Regular interior emulsiond) Low interior emulsion Example: Impressions 24 carat premium luxury emulsion, Nerolac Beauty Flexicoat, Nerolac Acrylic Emulsion, Nerolac Premium Emulsion, Nerolac Beauty emulsion etc.

Home > Products > Walls > Interior > Emulsions

Rourkela Institute of Management Studies, Rourkela 33

Page 35: nerolac kartik

Emulsions

Nerolac Impressions 24 carat Nerolac Impressions Metallic Nerolac Impressions Disney

     

Nerolac Beauty Premium Acrylic emulsion

Nerolac Beauty Silky Smooth Nerolac Beauty Smooth finish

     

Nerolac Beauty Flexi Coat

Rourkela Institute of Management Studies, Rourkela 34

Page 36: nerolac kartik

DISTEMPER: These are the paints which are considered to be cheaper as compared to the emulsions to make the walls beautiful. These are the modified form of limestone which are now available in different colours and different forms. These can make ones room, or any dwelling place beautiful, colorful, and entertaining. There are three kinds of distemper:

a) Matt finishb) Washablec) Water Based Example: Nerolac Beauty Premium Acrylic Distemper(NBPAD), Nerolac Beauty Acrylic Distemper(NBAD), Nerolac Oil bound Distemper(NBOBD), Nerolac Beauty Platinum, Nerolac Beauty Gold, Nerolac Beauty Silver, Nerolac Beauty Regular and Goody Synthetic Distemper.

Home > Products > Walls > Interior > Distemper

Distemper

Beauty Premium Acrylic Distemper Beauty Acrylic Distemper Beauty Oil Bound Distemper

ENAMELS: Enamels are oil based paints which are used to paint the surfaces of the wood and metals. These give the surfaces of the wood and the metals a surprising colour and finish. Iron grills and wooden items like the doors, windows etc look very beautiful after being painted by the enamels. There are three categories of enamels:

a) Hi-Gloss enamelb) Satin enamelc) Smooth finish enamel

Example: Nerolac Synthetic Enamel, Nerolac Impressions Hi-Performance Enamel, Nerolac Satin Enamel and Goody Synthetic Enamel.

Rourkela Institute of Management Studies, Rourkela 35

Page 37: nerolac kartik

MARKETING STRATEGY

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.’ – Philip Kotler

At Nerolac, the marketing function has been one of the pillars behind building a successful organization. They believe their key strength lies in understanding the consumer and communicating with him in a language they understand and relate to best. Nerolac commercials have been well -loved over the years and its jingle - 'Jab ghar ki raunaq badhaani ho...' is now a familiar tune in every Indian household.

Promotional activities play a greater and important role in the entire marketing effort being carried out by Kansai Nerolac Paints Ltd., are “to generate more sales as well as the create and maintain an image of its product”.

Thus Kansai Nerolac Paints Ltd. carried out its promotional activities as a controlled and integrated program of communication and material design to present its products to the prospective customer. It also helps in communication the need satisfying qualities of paints, to facilitate the sales and eventually to contribute towards the profit in long range.

The tools used by Kansai Nerolac Paints Ltd. for fulfilling the various purposes of its promotional activities are the following:-

Point of sale display

Dealer’s sales contest

Advertising

Sales promotion through special event market.

Sales promotion through salesman i.e. personal selling.

Incentives.

Painter’s Meet.

Tokens.

Discounting Strategy

Rourkela Institute of Management Studies, Rourkela 36

Page 38: nerolac kartik

Over the years, Nerolac has undertaken several initiatives, which have met with unprecedented success and really made people really sit up and take notice of the brand. Beginning with the introduction of the new Brush stroke logo, which stands for the ‘process of painting’. It depicts motion, dynamism and progress through change. The signal red color, which is the color of Nerolac, is symbolic of eternal joy and hope. It has now become an integral part of our brand identity and now appears as a sign-off on any kind of communication.

Another one of the marketing initiative was the unveiling of the new corporate campaign with Mr. Amitabh Bachchan as their brand ambassador. In this campaign, Amitabh Bachchan embodied Nerolac and showed how it touches the lives and dreams of people...no matter who they are and where they come from.  The essence of this thought was captured in the newbaseline ‘Yeh Rang hain jo har kisi ko chhoota   hain’.  

Apart from the corporate campaign, they also released a new commercial for Nerolac Suraksha with Mr.Bachchan. Focusing on the fast growing exterior category, this commercial playfully demonstrates Suraksha's proposition of protection.

Another one of the initiatives launched, during the festival season of Diwali was “Har Din Diwali “a promotional campaign aimed at the customer. The unique feature of this campaign was the opportunity to win daily prizes through out the entire duration of 55 days of the campaign. In addition to the daily prizes there was also a grand bumper prize to be won. For sure this was one campaign that was a runaway success. 

Complimenting their core business of paints last year also saw the launch of “Nerolac Assured Paint Service”. Designed to bring the Nerolac experience right to the consumers' doorstep, it met with an excellent response. Currently available in Mumbai, consumers can now relax while the Nerolac team takes over the entire paint job right from sourcing to execution.  

In their effort to becoming consumer friendly, this year they also undertook the exercise of redesigning their shade cards. The new look shade cards are not only eye catching and consistent in appearance but also try to make the process of shade selection for the consumer lot more interesting and convenient.

Besides all these promotional activities the most important was the promotional campaign “Rishta Rangon ke Sang”. This was first launched in the year 2006.This was a grand success in that year. Following the success of the “Rishta Rangon ke Sang 2006” the company relaunched this again in the year 2007.Again it proved to be a grand success. This program was to strengthen the cherished relationship between the company and its customers. This year also Kansai Nerolac Paints Ltd. has launched this program once again. Let’s see how well this program performs this year.

Rourkela Institute of Management Studies, Rourkela 37

Page 39: nerolac kartik

What is all about the program “Rishta Rangon ke Sang”?

It is an exciting new program that aims to reward the contractors, painters and the customers for every litre of Nerolac paint they purchase from any Nerolac CCD outlet in some selected towns.From gift vouchers to an exotic international trip to gold- there a number of gift options. The rules are simple too-the more Nerolac paint one purchase the more he can gain as each litre purchased takes him closer to his dream trip to Singapore.

Rourkela Institute of Management Studies, Rourkela 38

Page 40: nerolac kartik

DISTRIBUTION NETWORK:

Nerolac’s strength of wide spread distribution network is its right arm in generating sales revenue from all parts of India. Nerolac has a wide distribution network of over 11,000 dealers. They have eight Sales Divisions and each division has depots to take care of local needs. In all we have 66 depots. All this ensures complete reach in India including rural and up country markets.

Rourkela Institute of Management Studies, Rourkela 39

Page 41: nerolac kartik

COMPETITORS

Kansai Nerolac Paints Ltd. is the second largest paint company in India with a market share of 20% and sales turn over of Rs.1226 crores. It is the market leader in industrial / automotive segment supplying over 90% of the OEM requirements. It is the leader in powder coatings. Kansai Nerolac Paints Ltd. [KNPL] with its two wholly owned subsidiaries Saurashtra Paints Ltd., Ahmedabad and GNP Madras Ltd., ranks second in the industry. It is recognised as the leader in the industrial paints segment with a market share of 41 per cent.  The company has a tie up with Kansai Paint Company of Japan, a world leader in paints, which holds 65 per cent stake in GNPL. Having derived maximum income in industrial paints from Maruti Udyog Ltd. (MUL) until recently, the company has now widened its client base to include many other automobile manufacturers like Mitsubishi Lancer, Hyundai Motors and Telco. Significantly, the company continued to fare well despite the slowdown in the automobile segment and with the industrial paints segment likely to witness good growth in the medium term, KNPL appears to be in a fairly advantageous position and should be able to reap rich benefits in the future.

Talking of the competitors, there are three major competitors of Kansai Nerolac Paints Ltd.1. Asian Paints Ltd.2. Berger Paints (India) Ltd.3. ICI Paints Ltd.

Besides all the above three companies there are few more companies which have been operating in the market viz. Shalimar Paints, Rajdoot Paints, Jenson & Nicholson etc.

ASIAN PAINTS LTD.

Asian Paints is the India’s largest and the Asia’s third largest paint company today with a turn over of 44.04 billion. Asian Paints operate in 20 countries and 28 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian paints the group operates around the world through its subsidiaries, Berger International Ltd. Apco coatings, SCIB Paints and Taubmans. Asian Paints India Ltd. (APIL) has the distinction of being the market leader in the paints industry and commands a market share of 37 per cent. It commands 38% in the decorative paints segment and 15% share in the industrial paints segment. The company's dominance is on account of its presence in almost all types of paints segments such as primers, wood finishes and metal paints besides wall paints while other players cater to niche markets, APIL sources its raw material requirements of pthalic anhydride and pentaerythritol from its own in-house plants, which provides it an edge over its competitors by reducing its raw material costs. The company has a strong presence abroad with joint ventures in Fiji,

Rourkela Institute of Management Studies, Rourkela 40

Page 42: nerolac kartik

Tongo, Solomon Islands, Nepal, Mauritius and Australia. What keeps it ahead of its contemporaries is product innovation; for instance it was the first in the industry to tap the exterior paints segment. The major products of Asian Paints are Altima, Apex, Royale, Apcolite, Ace etc.

BERGER PAINTS (INDIA) LTD.

Berger Paints is the country’s third largest paint manufacturer and the second largest decorative paint player. Berger is headquartered in Calcutta and services the market through a distribution network comprising of 75 stock points and 12,000+ paint retailers.

Being an ISO 9001 company its quality products have attained instant recognition, worldwide, and continues to meet quality requirements that are demanded today even in the domestic market. A leading player in the industry, Berger Paints boasts of a market share of 15 per cent. It is predominantly engaged in the decorative paints segment, which is responsible for two-thirds of its sales, remaining earnings come from the industrial paints segment. Berger has two plants located at Howrah and Pondicherry for producing synthetic resins and paints respectively; besides these it also owns wholly owned subsidiary Beepee coatings, a manufacturing unit in Gujarat. The company enjoys the benefits of technical tie-ups with Valspar Coatings, USA and Herbert’s, Germany for heavy-duty coatings and automotive coatings respectively.   Berger Paints is a company with fairly sound fundamentals and a steady financial track record.

ICI PAINTS LTD.

ICI India Ltd. (ICIIL) is a part of the Imperial Chemicals Industries (ICI), UK which is a world leader in paints.  The company has diversified interests and is not purely a paints company.

ICI Paints is the country’s fourth largest paint company. ICI Paints, headquartered in UK and manufacturing in 24 countries, has some of the world’s top paints and decorative product brands. ICI India manufactures and markets paints, specialty chemicals, adhesives and starch. With employee strength of about 900, ICI India’s manufacturing sites, business and sales offices and distribution network span the length and breadth of the country. In the decoratives business, ICI's exterior paints portfolio exhibited a strong performance. Commendable growth was registered by our exterior emulsion brands – Weather shield and Super cote. Our retail tinting package 'Colour Solutions' is emerging as the preferred choice for top quality paint retailers in the country, backed by strong retail brands like Dulux Velvet Touch, Acrylic Emulsion and Gloss. The company, which was a leader in the premium emulsion paint market, has now lost out to Asian Paints in the same category.

Rourkela Institute of Management Studies, Rourkela 41

Page 43: nerolac kartik

MARKET SURVEY

Market survey is one of the most widely used marketing research techniques. Its purpose is

collecting specific data concerning the market that cannot be from the company’s internal record

or from external published source of data market survey may be of various types like – census

survey etc.

This survey was all about collecting data from the different dealers present in outer

Ranchi region about the preference of paints by the customer. Here I had to collect data

regarding the number of dealers selling Paints, nature of the dealers, satisfaction level of the

consumers complain (if any), promotional scheme are known or not, availability of products at

dealers etc. In my survey I did a rigorous study of paint industry acting in this city. I visited

70(approx.) dealers and tried to find out their perception about different paints in Ranchi, What

are the key reasons for the success of particular brand in the city?, Why a customer opt a

particular brand? Also I tried to find out how to increase the sale of KNPL?

Moreover in the second stage of my training I was assigned the task to make a list of ideas which

could be suitable for the promotion of KNPL at local level.

List of the ideas are:

Rickshaw Rally in different regions

Drawing Competitions at Schools

Blood Group test at different locations

Pamphlet Distribution in different news papers

Rourkela Institute of Management Studies, Rourkela 42

Page 44: nerolac kartik

Pollution free Ranchi rally

Nerolac pedh lagao abhiyan .

Organizing football championship at local level.

Vinyl Flex on Auto

Mohalla event(Har Ghar main Rang Nerolac ke Sang)

Planning of Promotional activities

Rickshaw Rally in different regions

Route Decided for rally:

Route1:

Route2:

Rourkela Institute of Management Studies, Rourkela 43

Firayalal Chowk

Church Complex

Sujata Chowk

Kacheri Chowk

Kantatoli Chowk

Lalpur Chowk

Page 45: nerolac kartik

Route3:

Route4:

Route5:

Rourkela Institute of Management Studies, Rourkela 44

Ratu Road Chowk Piska More

Kadru Chowk

Argora Chowk

Doranda Chowk

Birsa Chowk

Page 46: nerolac kartik

Blood Group test at different locations

Firayalal chowk

Church complex

Kantatoli chowk

Duranda cowk

Argora chowk

Birsa chowk

Mohalla event(Har Ghar main Rang Nerolac ke Sang)

Location:

Harmu Housing Colony

Bariyatu Housing Colony

P.P Compound

A.G Colony

Ashok Nagar

Rourkela Institute of Management Studies, Rourkela 45

Page 47: nerolac kartik

After listing the ideas, I acted for the implementation of those ideas. To accomplish this task I

visited different Rickshaw depot, Pathologists, School Principles, news paper hawkers in Ranchi.

I then made a list of all the expenses going to incur for these promotional activities and events.

The main objective of the survey was to find out the present status of the Kansai

Nerolac’s products in the Ranchi Market. One more thing I need to collect was the information

about what kind of problems customers are facing in procuring the products.

This information was really helpful for me to have an idea about the market share of the

company at Ranchi.

Field work Details:

Field work was done during the period of 1st July 2009 to 15th August 2009, which includes

visiting the institutions and collection of data from the customers.

Data Analysis Plan:

The data collected through questionnaires were entered into Microsoft Excel and analysis

was made in Microsoft Excel only.

In this survey I have gone to different I dealers and and collected data from there. I

visited around 70(approx.) dealers in outer Ranchi region and nearest areas. It was a good sample

size for a survey. The data collected from them has been given below according to which I had

analyze d the different possibilities and made predictions about the future.

Further I had classified the dealer into three categories vis- A, B, and C.

Rourkela Institute of Management Studies, Rourkela 46

Page 48: nerolac kartik

CLASS-A CLASS-B CLASS-C

Dealer 19 31 18

The basis of this categorization was the potential of dealers on the basis of quantity of paint sold by them per year.

Out of 70(approx.) dealers 28% are CLASS-A dealers, 46% are CLASS-B dealers, 26% are CLASS-C dealers.

OBSERVATION AND FINDINGS

Rourkela Institute of Management Studies, Rourkela 47

Page 49: nerolac kartik

With the help of the market survey I analyzed the whole paint industry and derived some data as follows:

The table shows the market share of each of the company in the organized paint market. Name of the Company Market Share (%)

Berger 17

Asian 33

J & N 6

ICI 17

Shalimar 4

KNPL 15

Others 8

The Pie graph shows the market share of Paint companies in the organized market segment.

Market Share(%)

Asian Paints33%

KNPL15%

Berger17%

ICI17%

J & N6%

Shalimar4% Others

8% Asian Paints

KNPL

Berger

ICI

J & N

Shalimar

Others

Market share of different paint companies in the outer Ranchi.

Rourkela Institute of Management Studies, Rourkela 48

Page 50: nerolac kartik

The table shows the share of different companies:

Name of the Company Market Share (in %)

Asian 49

Berger 28

ICI 2

KNPL 4

Others 2

The above pie chart shows that the Asian Paints has dominated over the other brands in the institutional sale. After that comes the Berger Paints then the ICI paints then comes the Nerolac Paints. It shows that the Kansai Nerolac Paints Limited have to work hard to achieve a good

Rourkela Institute of Management Studies, Rourkela 49

Page 51: nerolac kartik

share of the market. The other companies like the J & N and Shalimar occupies a percentage of nearly 5% of the whole market

The market is further divided into decorative paints and industrial paints. Decorative paints:

Caters to housing sector. Premium decorative paints are acrylic emulsions used in the metros. The medium

range consists of enamels popular in small cities and towns. Distempers are economy products demanded in the semi urban and rural areas.

Distribution network is the key. Nearly 20% of the decorative paints sold in India are distempers.

Industrial Paints: Includes powder coatings, high performance coatings and automotive and marine

paints. \Two thirds of the industrial paints produced in the country are automotive paints.

Market Segment Market Share (%)

Decorative 70

Industrial 30

The pie chart given below shows the percentage of market share for the two section of the market.

Market Share (%)

70%

30%

Decorative

Industrial

Rourkela Institute of Management Studies, Rourkela 50

Page 52: nerolac kartik

Following is the table for the dealer sells different paint brands in outer Ranchi

Name of the company DEALER

Asian 54

Berger 35

ICI 7

KNPL 12

Others 15

Rourkela Institute of Management Studies, Rourkela 51

Page 53: nerolac kartik

The table given below gives detail about reasons for demand of particular brand:

Rourkela Institute of Management Studies, Rourkela

Reasons Number

Advertisement 21

Quality 45

Choice of Customer 10

Service 11

Brand Name 9

52

Page 54: nerolac kartik

Rourkela Institute of Management Studies, Rourkela 53

Page 55: nerolac kartik

Following table shows the number of dealers keeps their Stock according to the motive of:

Reasons Number

Customer Demand 61

Profit Margin 6

Rourkela Institute of Management Studies, Rourkela 54

Page 56: nerolac kartik

Following table shows weather the customers are loyal towards particular brand or not:

Yes/No Number

Yes 44

No 22

Rourkela Institute of Management Studies, Rourkela 55

Page 57: nerolac kartik

Following table shows whether Architects, Contractors and painters are aware of newly launched products or not?

Yes/No Number

Yes 53

No 13

Rourkela Institute of Management Studies, Rourkela 56

Page 58: nerolac kartik

Rourkela Institute of Management Studies, Rourkela 57

Page 59: nerolac kartik

SWOT ANALYSIS

STRENGTHS:-

Nerolac has an excellent brand name, awareness & high quality image.

Nerolac has got goodwill in the market with regard to the brand name.

It has a very strong distribution network and well-built market and currently holds almost

all the parts of the state.

Nerolac R & D has brought Consumersa) A continuing stream of new technology and

b) Impeccable quality products

by putting every product through a series of strict quality controls and tests at each stage from raw material to final production.

Sophisticated testing and analytical instruments, colour Computers and accelerated weathering equipment are used for developing and standardizing products to maintain optimum quality.

Each member of Nerolac family is imbued with the conviction that, while growth and profitability are key indices of Corporate performance, technological advancement and the pursuit of excellence are the motive forces.

Building upon its foundation of experience and expertise, Nerolac constantly upgrades the knowledge and skills of its people, to stay abreast of the latest technological development and management practices.

Nerolac Paints provide quality products and better services for the consumers compare to

other company’s products.

The products of Nerolac Paints are much more durable than the products of other companies for example the interior emulsion namely Impressions 24 carat is providing more satisfaction to the customers than any other product. Moreover the exterior emulsion namely Excel total is doing very well in the market.

Market share of Nerolac is consistently increasing.

Rourkela Institute of Management Studies, Rourkela 58

Page 60: nerolac kartik

WEAKNESSES: -

Promotional activities in the institutions like nursing homes/hospitals, hotels and schools

are not up to the mark. The approach in these areas is weak.

The advertisement portion of Nerolac Paints is not so much as it is expected in the Paint industry to stay in the competitive market.

More emphasis is given to the large institutions and the small institutions are neglected.

Inability to provide the samples which the large hotels and nursing homes asked for.

The dealers are not willing to support the company as the revenue from the institutions

comes after the work has been completed.

Offering of less institutional discount as compared to other companies.

The paint industry is not capital intensive.

It has a high entry barrier in the form of distribution network and product branding.

Fresh capacity is likely to come from existing players only.

There is lacking of a depot at Ranchi.

OPPORTUNITIES:-

India has one of the lowest per capita consumption of paints in the world. There is therefore a great growth potential.

In the recent past, the growth in the paint industry has tended to be higher than the growth rate of the overall economy.

Rourkela Institute of Management Studies, Rourkela 59

Page 61: nerolac kartik

The Company enjoys a wide geographical spread in terms of manufacturing facilities as well as dealer network and is well poised to fulfill growth potential.

The industry is likely to remain intensely competitive with corresponding pressures on margin of profit.

The demand pattern of paints is dependent on economic growth of the country and Government spending on infrastructure development.

With signs of economic recovery and the Government's policy to spend more on infrastructure development, the future of the paint industry looks bright.

The Government thrust on encouraging housing activity, the centers of housing activity is likely to shift more towards rural areas.

The industrial segment will grow due to lower grace and fast growth in major user industries like Consumer durables and automobiles.

THREATS:-

Strong supply chain of competitors.

Strong dealer network of competitors.

Paint is highly raw material intensive, both indigenous and imported raw materials, which are subject to frequent price fluctuations.

Prices of a number of raw materials, for example, Titanium Dioxide and petroleum products, principal ingredients in paints, are determined by world demand and supply for the materials.

Emergence of many local players in the industry.

Rourkela Institute of Management Studies, Rourkela 60

Page 62: nerolac kartik

RECOMMENDATION & SUGGESTIONS

FOR DISTRIBUTION CHANNEL:-

Depot in Ranchi is very much essential for the growth of KNP in this city.

Company must explore the interior areas and try to make new dealers over there.

Company must keep regular monitoring on the dealers and supply, which may retain the

availability and continuity.

Company must provide a gift or bonus to the dealers, painters and the contractors.

Company must distribute a gift and schemes through a proper channel.

Company must organize dealer’s and painters meet from time to time so that they can be

made aware of the new products (if any) which is going to be launched in the market.

Sales Supervisor should have good interaction with the dealers which results in increase

in sales.

Company executive should visit the counter on weekly basis.

Executive should take the feedback from the dealers about the service of the Sales

Supervisor and the dealers.

FOR SALES TREND:-

Rourkela Institute of Management Studies, Rourkela 61

Page 63: nerolac kartik

Company must provide better services and try to attend the suggestions and complaints

by the retailers, dealers, painters etc.

Company must provide general information about product and price in the market.

Company must provide a service for the expired products.

Company must improve its packaging and storing process.

Company must provide or make avail products according to the demand.

Company must provide support materials through a proper channel.

Company is required to keep an eye on dealers and going through to their problems.

Company must encourage the high selling counters by providing incentives and other

extra benefits.

The sales supervisor must visit the institutions on a regular basis especially in the

seasonal time.

The company must promote its products through continuous advertisement by the means

of different media. The advertisement should come not only in the seasons but also

during the off-season.

LIMITATIONS

Rourkela Institute of Management Studies, Rourkela 62

Page 64: nerolac kartik

Every project has some limitation. This project is no longer exception. I had faced a number of

problems during the project work. Following are the limitations of the study:

1. Duration of study is limited for intensive study i.e. one and a half month’s time is not

sufficient to cover the various aspects in the study.

2. Mostly stress was given on primary data as it was difficult to collect secondary data from

organization and dealers.

3. During survey I found some people refused to answer the questions because they had no

interest in such sort of work. Some people got annoyed when I asked them their date of

birth and marriage anniversary.

4. During the visit to the Dealer it sometimes happens that the concerned person is not

available so the clear information does not come out.

5. The finding of the survey will be strictly based on the response of the consumers, retailers

and distributors since it is difficult to ascertain the authenticity of their statement.

CONCLUSION

According to the survey made by me, I came to the conclusion that inspite of Nerolac being the

3nd largest player in the Decorative paint; it is not so good in the decorative segment compared to

the industrial segment. It is the market leader in industrial segment with 41% of the market Rourkela Institute of Management Studies, Rourkela 63

Page 65: nerolac kartik

share. As far as the business is concerned Nerolac has to work a lot to increase its share in the

city Ranchi. As we know that the dealership network, advertisement and Supply chain

management are the main parts of sale. So if the company concentrates more on these areas,

then definitely it would be beneficial.

There is a regular demand of paint in the hotels and nursing homes/hospitals throughout the

year. The paint having better finishing and shining is in more demand in the hotels for the

interiors. In the nursing homes, people are price conscious; they don’t bother much about the

quality. In the schools I observed that the school buildings are being painted after an average

period of 5 to 6 years. I observed that people paint their houses externally after more than three

to 4 years and internally nearly every year. So whenever there is a requirement of paint in the

house, the people opt for a good quality and long lasting paints, also I observed that

advertisement plays great role in influencing people for opting paint.

In the decorative segment Asian Paints rules the market. I also concluded that Asian Paints is

dominating over the other brands so far as supply is concerned. As per my observation I came to

the conclusion that there should be continuous approach and backup by the company executives

so as to get more market share.

Most of the Consumers are in need of a Paint which will hide the cracks on the wall.

To increase the Market share the Company should give rebate to the Dealers. Also during the

survey one of the dealers gave the information that the company’s price is better than other

company’s product, so there is no need of price change.

There is a need of strong advertisement to increase more selling. For that sources have suggested

that the company may spend some money on the hoardings and banners.

The company has to make all well informed about the newly launched product of the Company.

Try to make the Consumers loyal so that they should not switch to other Company’s brand by

giving special offers time to time as the rate of brand switch is more in this part of the country.

Company can introduce niche marketing and target those specific consumer in different levels as

the consumer market can be divided into 3 category such as

Household who paint their house once in every two years

Commercial buildings who paint their shops and buildings once in every five year.

Rourkela Institute of Management Studies, Rourkela 64

Page 66: nerolac kartik

Hotels who paint their room with interior paints twice in every year

BIBLIOGRAPHY

Sites Visited:

Rourkela Institute of Management Studies, Rourkela 65

Page 67: nerolac kartik

www.nerolac.com

www.indiahousing.com

www.virtusglobal.com

www.asianpaints.com

www.paintindia.com

Books:

1. Kotler, Philip. Marketing Management, Prentice-Hall of India Pvt. Ltd., 10th Edition,

New Delhi: 2003.

2. Kothari, C.R. Research Methodology, Methods and Techniques, New age International Publishers, New Delhi: 2004

Rourkela Institute of Management Studies, Rourkela 66

Page 68: nerolac kartik

APPENDIX

QUESTIONNAIRE

Dear Sir/Madam:

Rourkela Institute of Management Studies, Rourkela 67

Page 69: nerolac kartik

I KUMAR ADITYA and KUMAR ADITYA, student of a 3rd trimester M.B.A. of “Rourkela Institute Of Management Studies” Which is Under Biju Patanik University of Technology” Is under taking a Dissertation on the Topic “Study of Paint industry in the city of Ranchi”. I would be grateful to you if you could spare sometime from your busy schedule and fill up the questionnaire. I assure you that whatever information you provide will be kept confidential and will be used for academic purpose.

Personal detail: Dealer name: ___________________________________________

Place : ________________________________________

Phone/mobile no. : ___________________________________________

Q1.Which Company’s Paint you sell?

1.Asian 2.Nerolac 3. Berger 4.Others

Q2. Which Paint is more in demand? 1.Asian 2.Nerolac 3. Berger 4.Others

Q3.Why?

Q4.You mainly keep your stock according to demand of customer or making more profit is the motive?

1. Customer Demand 2.Profit

Q5. Customers are more loyal towards particular brand?

1. Yes 2.No Q6.Customers is influenced by?

Rourkela Institute of Management Studies, Rourkela 68

Page 70: nerolac kartik

Q7.Architects/Contractors are not aware of newly launched products?

1.Yes 2.No

Q8.Supply of which paint is more frequent?

1.Asian 2.Nerolac 3. Berger 4.Others

Q9.Expectation from company?

Rourkela Institute of Management Studies, Rourkela 69