Documente Academic
Documente Profesional
Documente Cultură
On
For
Hyderabad City
2009-2011
The last 2 months with KANSAI NEROLAC Pvt. Ltd has been full of learning
and sense of contribution toward the organization. I would like to thank KAN-
SAI NEROLAC for giving me an opportunity of learning and contributing
through this project. I also take this opportunity to thank all those people who
made this experience a memorable one.
I am greatly indebted to Mr. Ranjeet Dayal (Assistant Manager Retail) for his
support, guidance and valuable suggestion by which this work has been com-
pleted effectively and efficiently. This all contribution is of immense value.
NASIR UDDIN
“It is good to have enthusiasm but it is essential to have training. Training can
be in all way of life.” Thus I would say that this training was beneficial educa-
tive & good exposure to me, which will certainly help in my near future. This
project was designed with respect to this company. The project made me to get
the enhanced knowledge regarding “Business Development And Brand Aware-
ness” which helped me to know about the open market.
I further declare that this project report has not been submitted earlier to any
other University or Institute for the award of any degree or diploma.
Page No.
Acknowledgement 2
Preface 3
Declaration 4
Executive summary 8
2.2.7Consultant section 28
Primary Data 49
Sampling unit 49
Sampling Technique 49
Research Instrument 49
Contact method 49
Chapter – 5 : Conclusion 62
5.1 Findings 62
5.2 Suggestions 63
5.3 Bibliography 65
5.4 Annexure 66
Generating sales constantly and Satisfying customers are the only way to stay
competitive in today's market place. The balancing act between what customers
want and what the company can provide must be optimized in order to maxi-
mize company’s long-term profits. Kansai Nerolac has done numerous re-
searches to understand the latest market trends and ways to develop business.
They are already in a good position in the consumer’s mind.
The purpose and scope of this Project is to study, analyze and understand the
business, create awareness and Promote the concept of Impression Style Zone
(ISZ) from Kansai Nerolac Pvt. Ltd. amongst the Architecture and Interior De-
signer. .
Upon completion of the research analysis, its was for us to understand the level
of satisfaction of our customers. Respondents views varied from question to
question and from person to person. Few of them were aware of the concept
provided by Kansai Nerolac so it made it little easier to convince them to come
aboard with us where as most of them were unaware so had to explain in de-
tail.. From project it was also found out that Architecture and Interior designer
have a tremendous effect upon the end customer, if these people are happy and
satisfied it would only lead to more business.. The research analysis suggests
that the architects and Interior designers would be happier if Kansai Nerolac
could maintain proper liaison with them. At the moment, the liaison
It is the second largest coating company in India and market leader in Industrial
Coatings. Its Industrial Coatings it has a wide range of products in the Automo-
tive, Powder, General Industrial and High performance Coatings space. Nerolac
paints, as it is popularly known, are an established brand in decorative paints.
Kansai Nerolac Paints Ltd is a subsidiary of Japan based Kansai Paint Company
Limited, which is one of the top ten coating companies in the world. The tech-
nological edge of Kansai helps us constantly innovate and come up with prod-
ucts that meet consumer need gaps. Kansai Nerolac has always believed that the
key to its business is :
• Technology
• Research & Development
• Innovations
• Quality
Year 1920, we began as Gahagan Paints and Varnish Co. Ltd. in Mumbai. The
journey is marked by moving from strength to strength in every sphere of busi-
ness – be it product introductions through innovation, value engineering and su-
perior technology.
1920: We started our journey as Gahagan Paints and Varnish Co. Ltd at Lower
Parel in Mumbai.
1957: Goodlass Wall Pvt. Ltd grew popular as Goodlass Nerolac Paints (Pvt)
Ltd. Also, it went public in the same year and established itself as Goodlass Ne-
rolac Paints Ltd.
1999: Kansai Paint Co. Ltd, Japan took over the entire stake of Tata Forbes
group and thus GNP became wholly owned subsidiary of Kansai Paint Com-
pany Ltd.
2006: On the 11th of July, Goodlass Paints Ltd. name has been changed to Kan-
sai Nerolac Paints Ltd.
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 in-
vigorated, in step with the exciting wave of industrialization and modernization
pervading through the new India.
Factory (5)
Regional Ware-
houses (8)
Regional Ware-
houses (8)
Dealers (15,000+
in India)
Customers
.
Decorative paints and Industrial paints account for around 70% and 30%
of the total demand respectively.
In decorative paint, wall finishes accounts for the maximum share fol-
lowed by enamels, primer and wood finishes.
While Asian paint is the market leader in decorative paints. Kansai Nero-
lac is market leader in Industrial paints.
Raw material cost account for around 50% of the total cost of production.
4.5 mn houses are added each year at average growth of 2.2% pa.
Who Am I
• Knowledge Center
• Advisor / Consultant
What Do I Do
• Educate
• Help Select
• Visual display
• Recommend
For Whom
– Contractors
Psychographics:
• Dealers are gearing up for doing up the retail spaces to engage with the
end consumers
• Product Module
• Colour Module
• Colour Combinations
• Specialty Finishes
• Consultancy Section
• Information on
Colour Module
– Colour Wheel
• The Combination wall and Colour Wheel would provide the best combi-
nation of main , Harmony and Contrast colours for all the colours in the
spectrum
• Painted Panels to help the consumer touch, feel and envisage the shades
on a bigger and better medium.
• This section would help the consumer to actually visualize & see his own
house on a screen if painted with various colour options he has selected .
• The Software works on real time hence making the whole process Exhila-
rating.
• dealing with painter is such headache, painting jobs just gets extended
for ever
Consultants Section
• The consultants would advise the consumers in selection and buying the
best product and shade as per his liking, application & budget
• Once the Consumer has selected the product the consultant would help in
preparing an estimate of the work and would also book the contractor for
the work
• The Consultant would be the key player in the whole process. He would
be responsible for ensuring that each and every consumer get the best
buying experience.
Nerolac Dealer
• CC receives the customer for a walkthrough and also takes the profile
form.
• CC reads the profile form to understand the need of the customer.
• CC takes the customer to the Why/What/When paints stand and explains
the same to him.
• CC takes him to steps in painting process panel and explains the same to
him
• CC takes him to product range stand and explains the same to him.
• CC takes him to colour story panel and explains the same to him.
• CC takes him to colour trend board and explains to him.
• CC shows him the textured panels and explains to him.
• CC takes him to colour wheel and explains the same to him.
• CC tells him about the colour chips and tells him to select colors.
• The customer selects main, harmony and contrast colours for each of his
rooms
• He also decides on the designer/Disney/Marble finishes in his rooms.
• The customer then is led to Nero Magic.
• He is shown each of the rooms painted in his chosen colours.
• If he does not like the shades, they are changed by the software consult-
ant.
• It is done till the time he is satisfied.
• Software consultant fills up the profile form.
• The snaps are burnt in a Compact Disc CD.
• CC hands over the CD and the profile form to the receptionist for calcula-
tion of cost.
Asian No No ------- No No No
Williams
Interior Quotation
3 Supply & Apply of Two Coats of Injoy (Luxary Emulsion) Over One Coat Of Primer. 11.50
and two coats of putty(Cement based, water proof).
4 Supply & Apply of 2 coats of Intouch (Interior Emulsion) over 1 coat of Primer. 5.50
5 Supply & Apply of two coats of Intouch Magic (Interior Premium Emulsion) Over 6.50
One Coat Of Primer.
.
6 Supply & Apply of Two Coats of Injoy (Luxary Emulsion) Over One Coat Of Primer. . 8.00
Exterior Quotation
3 Supply & Apply of Two Coats of Out Smart (100%Dirt-Resistant Emulsion) Over 15.50
4 Supply & Apply of 2 coats of Champ (Super Emulsion) Over One Coat of Acrylic pri- 6.50
mer.
5 Supply & Apply of two coats of out shine (100%PureAcrylic Emulsion) Over One Coat 7.50
of Acrilic Primer.
6 Supply & Apply of Two Coats of Out Smart (100%Dirt-Resistant Emulsion) Over 9.00
One Coat Of Primer.
ASIAN PAINTS
Interior Quotation
1 Royale + Putty 12
Exterior Quotation
1 Apex 10 12
3 Ace 7 10
BERGER PAINTS
Interior Quotation
(2-putty,1-primer,2-paints)
4 Rangoli + putty 7
Exterior Quotation*
(1-primer,2-paint) (1-primer,2-paint,
2-putty)
*Old price.
NIPPON PAINTS
Interior Quotation
Exterior Quotation
1 Weatherbond 8.75
Interior Quotation
Painting Process 1
2 coat Paint + 2 coat primer+ 2 Coat Putty
Final
INTERIOR EMULSION Product Labour Rate
Luxury Emulsion Emul- Impressions 24 Ca-
sion rat 5 15.95
Premium Emulsion Beauty Flexi Coat 5 14.73
Premium Emulsion Beauty Gold 5 14.64
Popular Emulsion Beauty Silver 5 13.54
Economy Emulsion Beauty Regular 5 13.25
Nerolac Pearls Lus-
Lustre ter 5 14.92
Painting Process 2
2 coat paint + 1 coat primer + 2 Coat Putty
Final
INTERIOR EMULSION Product Labour Rate
Luxury Emulsion Emul- Impressions 24 Ca-
sion rat 4.5 14.82
Premium Emulsion Beauty Flexi Coat 4.5 13.60
Premium Emulsion Beauty Gold 4.5 13.51
Popular Emulsion Beauty Silver 4.5 12.41
Economy Emulsion Beauty Regular 4.5 12.12
Nerolac Pearls Lus-
Lustre ter 4.5 13.68
Final
INTERIOR EMULSION Product Labour Rate
Luxury Emulsion Emul- Impressions 24 Ca-
sion rat 5.75 18.03
Premium Emulsion Beauty Flexi Coat 5.75 16.54
Premium Emulsion Beauty Gold 5.75 16.41
Popular Emulsion Beauty Silver 5.75 15.05
Economy Emulsion Beauty Regular 5.75 14.66
Nerolac Pearls Lus-
Lustre ter 5.75 17.42
Painting Process 4
3 coat paint and 1 coat primer + 2 Coat Putty
Final
INTERIOR EMULSION Product Labour Rate
Luxury Emulsion Emul- Impressions 24 Ca-
sion rat 5 16.58
Premium Emulsion Beauty Flexi Coat 5 15.08
Premium Emulsion Beauty Gold 5 14.95
Popular Emulsion Beauty Silver 5 13.60
Economy Emulsion Beauty Regular 5 13.20
Nerolac Pearls Lus-
Lustre ter 5 15.85
Painting Process 6
2 coat paint + 1 coat primer + Substantial Papering/Sanding
Final
INTERIOR EMULSION Product Labour Rate
Luxury Emulsion Emul- Impressions 24 Ca-
sion rat 2.25 9.37
Premium Emulsion Beauty Flexi Coat 2.25 8.15
Premium Emulsion Beauty Gold 2.25 8.06
Popular Emulsion Beauty Silver 2.25 6.97
Economy Emulsion Beauty Regular 2.25 6.67
Nerolac Pearls Lus-
Lustre ter 2.25 8.23
Exterior Quotation
Painting Process 1
2 Coat Paint + 1 coat primer
Final
EXTERIOR Product Labour Rate
Premuim Excel Total 2.25 8.91
Premuim Excel Anti Peel 2.25 8.09
Popular Nerolac Suraksha Advanced 2.25 7.71
Popular Nerolac Suraksha Plus 2.25 7.11
Economy Nerolac Suraksha 2.25 6.73
Painting Process 2
3 Coat Paint + 1 coat primer
Final
EXTERIOR Product Labour Rate
Premuim Excel Total 2.75 11.29
Premuim Excel Anti Peel 2.75 11.38
Popular Nerolac Suraksha Advanced 2.75 10.13
Popular Nerolac Suraksha Plus 2.75 9.27
Economy Nerolac Suraksha 2.75 8.91
Painting Process 4
2 coat paint + 1 coat primer + Crack filling/Touch-up putty
Final
EXTERIOR Product Labour Rate
Premuim Excel Total 2.5 9.43
Premuim Excel Anti Peel 2.5 8.61
Popular Nerolac Suraksha Advanced 2.5 8.23
Popular Nerolac Suraksha Plus 2.5 7.63
Economy Nerolac Suraksha 2.5 7.25
Please Add Rs.5 Per sft for 2 coats of Putty on Exterior Walls.
– Interior Emulsions
• Impressions & designer finishes
• Beauty Flexi & Beauty Gold
• Pearl Lustre
– Exterior Emulsions
• Excel
• Suraksha & Suraksha Advanced
– Wood Coatings
• PU coatings
• Melamine
– Enamel
• NSE
• Satin
– Anciallries
• Brushes/Rollers etc..
• Putty Primer etc..
Methods Adopted
Visited all the ISZ’s in the city and spoke to the owners, in order to under-
stand the current paint market in the city.
With owners consent and involvement mapped out all the architecture and
interior designers in and around the Impression style zone franchises as
well as in the city.
Collaborated the database provided by the company with those of col-
lected by me.
Sorted and prepared a database of an active Interior designers and Archi-
tecture in Hyderabad city.
Strategies Followed
Research objective is the basic theme on which the survey is conducted and on
which the whole report depends
To find out which type of product and schemes is preferred by the target
groups.
Learning more about the consumer and about marketing is the heart of the re-
search methodology. The research methodology has many dimensions and re-
search methods to constitute a part of the research methodology.
Problem definition:
As the Assistant Manager and Sales Executive and the staff members of Kansai
Nerolac have much intelligence regarding market condition. So, specifically
there is no problem which they are facing right now in this current scenario they
are only trying to increase their business so that the company brand will be
more familiarized in market.
Research Objectives
· To find out the Architecture and Interior Designer preferences towards the
paint industry.
H0: There is no significant difference in the choice of Interior designers and Ar-
chitectures with relation to the products of nerolac.
H1: There is a significant difference in the choice of Interior designers and Ar-
Primary data source: All the people from interior designer and architectures
were personally visited. They were the main source of Primary data. The me-
Secondary Data Source: It was collected from internal sources. The secondary
data was collected on the basis of organizational file, official records, news pa-
pers, magazines, management books, preserved information in the company’s
database and website of the company.
Sampling Plan:
Sample Size:
My sample size for this project was 25 respondents. Since it was not possible to
cover the whole universe in the available time period, it was necessary for me to
take a sample size of 25 respondents.
Research Limitations:
It was not possible to understand thoroughly about the different marketing as-
pects of the Kansai Nerolac within 60 days. As stipend, money was not given it
was difficult to continue the project work. All the work was limited in some li-
All the findings and conclusions obtained are based on the survey done in the
working area within the time limit. I tried to select the sample representative of
the whole group during my job training. I have collected data from people
linked with this profession at Bombay.
0
0%
Yes
No
100%
Interpretation drawn from pie chart states that 100% of the target group is aware
about the company Kansai Nerolac Pvt. Ltd.
We can infer that Kansai Nerolac is a well known brand in the market.
Interpretation drawn from pie chart states that only 8% of the target group is
aware of the Impression style zone, whereas 92 % of them does not know about
it.
So it is very clear from the above interpretation that the concept of ISZ needs
more promotion and advertisement to create awareness among its target group,
which would help the concept as well as the company to strengthen its brand
name in the decorative segment.
Interpretation drawn from the above pie chart states that 12% of the target audi-
ences are aware that Nerolac is tied up with Walt Disney whereas 88% of them
are unaware of the fact.
It is clear that in spite of having tied up with Walt Disney , Nerolac is not able
to capitalize from it because of lack of awareness among the people. People
should be made aware that Nerolac also provides Walt Disney characters for its
target consumers
Interpretation drawn from above pie chart is that 24% of the target group is
aware of the designer finish paints in Nerolac’s portfolio, where as 76% of them
does not know about the designer paints.
From the interpretation we can infer that majority of our target consumers are
not aware of the designer paints in Nerolac’s portfolio. Therefore, we have to
create awareness in order to generate demand and strengthen the product in the
market.
Interpretation drawn from above pie chart is that only 20% of the target
audience is aware that Kansai Nerolac provides complete painting solutions.
Whereas 80% are unware of the services provided by the company.
From the above interpretation we can analyze that very small percent of target
group is aware about the one stop painting solutions provided by Kansai Nero-
lac. In order to capture the greater market share company has to advertise and
create awareness amongst the target group, because huge market is still un-
tapped.
Interpretation drawn from above pie chart is that only 4% of target consumer is
tied up for services from other companies, whereas 96% of them do not take
any kind of services.
We can analyze that very huge market is still untapped and most of our target
group is still not tied up with any companies for the services, therefore we can
cater to their needs and tie them up with us in order to develop more business
and generate sales.
Interpretation drawn from the above pie chart is that 60% of the target consumer
prefer Asian paints, 36% of them prefer Nerolac paints whereas 4% of them
prefer ICI paints.
We can infer from the above findings is that Asian paint is most preferred
among the target audience and it holds the maximum share and Nerolac holds
the second position followed by ICI.
Interpretation drawn from above pie chart is that 80% of the target customer
prefer Asian paints because it is cheaper than other company products according
to them, 12% believe that its material is better whereas 4 % each believe that
durability of the asian paint product is better than other companies and also ser-
vices provided by them is good.
We can infer that Asian paint is mostly preferred because its product is
comparatively cheaper than other companies. Target customer is mainly con-
centrating on price factor, very few of them spoke about the quality of material
or any other aspect.
Interpretation drawn from the pie chart is that 96% of the target customer
consumes only material whereas only 4% of them consumes both material and
services.
A large target consumer base can be tapped because our concept specializes in
providing both material and services, whereas most of our target customer has
only been consuming material.
Interpretation drawn from the pie chart is that 72% of the target customer gets
less than 5 projects in a month, 16 % of them get between 5 to 10 projects, 4%
of them get between 11 to 15 projects and 8% of them get more than 20 pro-
jects.
Interpretation drawn from the pie chart is that 36% of the target consumers pro-
ject value is less than 50k, 40% of them has between 50k to 1 lakh, 12% of
them has a project value between 1 to 2 lacs and 12% of the target consumer
has a project value greater than 2 lacs.
FINDINGS
• Impressions Style Zone concept is not very well known among Interior
designers and Architectures, although they are aware that Kansai Nerolac
provides some kind of services.
• Kansai Nerolac should update them about their new features and func-
tionality on a regular basis.
• They feel that price should be less for high end paints.
• Company needs to create a channel so that the architects can contact the
company and visa versa for feedback of the architects. For this the com-
pany needs to contact their architects very often to know whether they are
satisfied with the facilities provided or not.
• Most of the Architect and Interior designers are not aware of the high end
products like metallic finishes and Walt Disney finishes. These products
need good promotion because when told about these products they were
interested.
Painting competition
Gift coupons
Showing Disney movies and conducting quiz competition on that.
Bulk sms or mails
Providing eco friendly carry bags to dealers.
Questionnaire
……………………………………………………………………………………
…
2. Do you generally specify Nerolac ISZ shades?
a. Yes
b. No
7. Is your complaint well received by the any company representative if the col-
or quality is not up to the mark?
a. Yes
b. No
c. Others…………………………………………………………………
b. No
a. Upper Class
b. Upper middle class
c. Middle Class
d. Lower middle class
a. Yes
b. No……………………………………………………………………
c. Others……………………………………………………………………
12. Are you informed about the painting job, if any, after the overall painting
job.
……………………………………………………………………………………
…
a. Yes
b. No.
a. Yes
b. No
a. Very High
b. High
c. No difference
d. Low
e. Very low
17. The durability and coverage of Kansai Nerolac compared to other brands is
more, so it is cost effective. Do you agree?
a. Yes
b. No