The international institute of planning and management

MANGEMENT INFORMATION FOR

DECISION MAKING

PAINT INDUSTRY

Faculty : Prof. AMIT SOOD

Student Roll no Section

Darshan Kothari 12 SB-1
Piyush Nagpal 31 SB-1
Kanika Kalra 19 SB-1
Ripsy Monga 37 SB-1
Shivam Sachdeva 46 SB-1
Priti Yadav 34 SB-1
Pankaj Aggarwal 30 SB-1

ACKNOWLEDGEMENT

We thank Prof. Amit Sood in particular for assigning us this topic and encouraging
us to write in the first place and also thankful for his helpful comments.
We are in debted to all those who have been helpful throughout the
process of writing this Report but as the cliché goes, we are solely responsible for
remaining errors of fact or judgment.
OBJECTIVE:
To analyse and understand three brands within the same product category,
competing for the same target audience, in order to establish a stronger Brand
Equity in the mind of the consumer about the various brands available in the
market.

Paints Industry :
Paint is defined as the group of emulsions, consisting of pigments suspended in a
liquid medium, for use as decorative or protective coatings. “Paint” ranges from
the broad group of environmentally-sound latex paints used to decorate and protect
homes and the translucent coatings that line the interior of food containers, to the
chemically-complex, multi-component finishes that automobile manufacturers
apply.
The paint industry is divided into organized and unorganized sector. The
unorganized segment plays a huge role in decorative paint segment due to low
technical know-how and highly scattered market. The organized segment
constitutes around 54% of the total volume and 65% of value of paints industry.
Again the whole paints industry can be classified into decorative (75% of total
industry size) and industrial paints (25% of total industry size). Further, in
organized segment, the top 6 players account for around 84% by volume and 63%
by value. The remaining players in organized business are largely present in non-
auto industrial segment, and the unorganized players are mainly operational in
 decorative paints segment as industrial paints requires high technological know
how and client tie-ups.

BRANDS :

ASIAN KANSAI BERGER

NEROLAC
INCORPORATED 1942 1920 1923
IN
CAMPANY Asian Paints Goodlass Nerolac Berger Paints
Limited Paints Ltd India Ltd

LATER:
Kansai Paint
Company Ltd.

MARKET 30% 21% 19%

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INTRODUCTION :
The basic premise of the Customer based brand equity model is that the power of
a brand lies in what the customer have learnt, felt, seen, & heard about the brand as
a result of their experiences over time. Power of the brand lies in what resides in
the minds of the customer .The challenge of the marketers in building a strong
brand is ensuring that customers have the right type of experience with products &
services & their accompanying marketing programmes so that the desired thoughts,
feelings, images, beliefs, perceptions, opinions, & so on become linked to the
brand. Marketers know strong brands are important but aren’t always sure how to
build one CBBE model was designed to be …comprehensive, cohesive, well-
grounded ,up-to-date ,actionable .. Building a strong brand involves a series of
steps as part of a “branding ladder” A strong brand is also characterized by a
logically constructed set of brand “building blocks. Identifies areas of strength and
weakness with the guidance to marketing activities of functional benefits.

1.BRAND SALIENCE :

The first step of the CBBE model is to ensure the correct ‘brand identity’.
Answering the first question customers ask about brands - Who are you? - the
purpose is to create an identification of the brand, and an association with a
specific product class or need. The initial step consists of the brand building block,
‘salience’. Achieving the right brand identity means creating brand salience with
customers; this measures the awareness of the brand. To what extent is the brand
top-of-mind and easily recalled or recognized? What cues or reminders are
necessary? How pervasive is this brand awareness?

ASIAN PAINTS :

• In paint industry under the decorative paint the Asian paints are classified
into various segment for the better identification for the consumer. The
brand Asian Paints has stood for different things at various points of time
without ever compromising on its core values and core purpose with the
different categories of product for the consumer i.e..

• PREMIUM SEGMENT ------ BRAND ROYALE

 • MIDDLE-SEGMENT ------- APCOLITE

• LOWER SEGMENT ------- GATTU,TRACTOR,UTSAV & 3 MANGO,

As par the need of the consumer to satisfy. According to various segments.

KANSAI NEROLAC PAINTS :

The decorative paints of kansai nerolac are identified by the development of his
brand from time to time in the market with the different ways of merger and with
the different way of emotional advertising for the consumer and the normal range
of product for the consumer in all the segment.

BERGER PAINTS :

Berger paints are the paint which are identified by the small segment of the
consumer because mostly for upper, middle and lower segment of the people with
the minimum range of various paints and the varieties of paint for the consumer .
Berger Paints continues to be inspired by the creation and innovation of Mr. Lewis
Berger, who through his marvelous shades, had offered people a chance to
transform their homes through the power of imagination. At Berger we believe in
taking paints to the level of fine art.

The second step answers the customer question - What are you? - by establishing
‘brand meaning’ in their minds, and linking brand associations with certain
properties . Two brand building blocks make up this step - ‘performance’ and
‘imagery’.

2. BRAND PERFORMANCE :
To create brand loyalty and resonance, marketers must ensure that customers’
experience with the product at least meet, if not actually surpass, their
expectations. Brand performance basically describes how well does the brand rate
on objective assessment of quality?

There are five important attributes and benefits that underlien brand performance:
they are,

1. Primary ingredients and supplementary features

2. Product reliability and durability

3. Service effectiveness, efficiency and empathy

4. Style and design

5. Price

ASIAN PAINTS :

Durability:

Ease of Application:

Range of Colors:

Drying Capacity:

According to latest market survey through internet the target audience have given
the rating as par the brand performance in the market. The primary ingredients &
supplementary features of decorative coatings are ,

• Wall Finishes Segment.

 • Exteriors Segment.

• Enamel Segment.

• Enamel Segment.

New product development is very important in paint industry in order to cater to

the changing taste of the consumer. APL launches new product every two – three
years. The reliability and the durability cab be found out by seeing at the survey
report which says that asian paints has good frame in the market. The service
effectiveness of Asian paints have a customer centric approach to business. The
Company started with two concepts namely Home Solutions and Colour World
with the good numbers of dealers and Over 14500 direct dealers as opposed to7000
of our nearest competitor.the style & design the company always come with new
concepts called ColourNext, Kids World, and Royale Play and the price are set
according to the standard of quality of goods which help to attract customers to
perform well in the market and to provide good brand performance. Hence the
focus has been to ensure the quality of painting and service provided. APL aims at
becoming one of the best service brands to customers across all services and not
just painting. Our customers might forget the brand purchased, but will not forget
the service experienced.
AP has been consistently turning out a good performance over the years. For more
than two decades now, it has been the market leader. Besides, the company has
alsoconsistently proved its excellence in operating performance. E gives details of
AP’s sales performance during the last four years. AP has set a target of gross sales
of Rs 4,100 crore by 2006. It aims to be amongst the top ten decorative paints
manufacturers in the world by 2005 and among the top five by 2008.
KANSAI NEROLAC PAINTS:
Durability:

Ease of Application:

Range of Colors:

Drying Capacity:

According to survey it shows the performance of kansai Nerolac paints as

compare to Asian paints in the Indian market 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. The KNP has
always tried to capture their market on the basis of their performance by innovating
and providing good quality of service to the customer to know about brand
performance.

BERGER PAINTS :

Durability:

Ease of Application:

Range of Colors:

Drying Capacity:

This survey report clearly shows about the availability and the performance of the
brand compare to other brand in market with the proper need about the paint for
developing as brand performance.

3.BRAND IMAGERY :

Brand imagery depends on the extrinsic properties of the product or service,

including the ways in which the brand attempts to meet customers’ psychological
or social needs. It is the way people think about the brand abstractly, rather than
what they think the brand actually does. Thus, imagery deals more with the
intangible aspect of the brand and hence, the associations can be formed directly,
through consumers’ personal experience or indirectly through advertising or other
means of promotion.

ASIAN PAINTS :

As can be seen from the Creative Brief, the ad is strategic in nature, being a part of
the Asian Paints campaign promoting Asian Paints as the brand with the largest
range of colours and one that will satisfy the consumer and is able to give him
precisely what he wants.The advertising through the campaign is single-minded
and focussed in its proposition, communication and target audience. The campaign
included TVCs and other print advertisements as part of the same communication.
At the time, Asian Paints had 13 brands with over 1,100 shades, targeting different
niches.

Excellent use of layout and colours, including camera techniques ensure

that the viewer’s eye moves just as desired from image to headline to the
sub-headline and finally to the body copy.
 The use of the particular media channel of Reader’s Digest also reaches out
to the target consumers in terms of their potential as possible converts from
low involvement purchasers.

 The company’s mascot ‘Gattu’ (designed by R.K. Laxman in 1954), an

impish boy with the paint tin and brush, is most popular and easily
recognized, one of the epitomes of the ideal mascot.

The new look (Asian Paints is the logo, in yellow and red, with the vertical
of the ‘p’ converted into a brushstroke), gives all the company’s products a
uniform look which is very much more contemporary, urban and upmarket.
This has been incorporated in the advertisement.
Asian Paints Colour World is the brand name for the one-stop colour shop of
Asian Paints, which are unique paint shops where shades are generated with
the help of a computer with software to choose and select 1,511 shade
combinations, designed to reach consumers in a direct `dil se' style.
 Position Asian Paints Colour World as the ‘one stop paint shop’ with all the
colours one could want. The advertising should create enough interest in
potential consumers to ensure that they come to the Asian Paints Colour
World outlet or at least call the Asian Paints helpline.
The outlet allows the consumer to get ‘just the right shade’ .
Soha & Saif Ali Khan ad
Har Rang Kuch kehta hai
Har Ghar Kuch Kehta hai
 Waah Sunil Babu Bangla toh abhi bhi chamak raha hai ----ASIAN PAINTS.
KANSAI NEROLAC :

At Nerolac, the marketing function has been one of the pillars behind building a
successful organization. We believe our 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.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 depictsmotion, 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 our 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, we 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.

BERGER PAINTS :
Berger Paints India Limited has launched Galaxy, the 'Do – It – Yourself' painting
kit. The concept , which the company claims as the first of its kind in India, looks
to usher in the ICE spirit – Involvement, Convenience and Excitement spirit among
consumers. This concept is targeted to appeal especially to the children who are
increasingly becoming opinion leaders in brand selection and they more often than
not act as opinion leaders in totally unrelated categories. To make Galaxy widely
available, the company is adopting a strategy of alternative channel distribution so
as to make the product widely available everywhere, says an official release.
Galaxy is the latest product to be brought under the Lewis Berger brand umbrella.
It lives up to the brand essence of Lewis Berger which is captured in the line "Paint
Your Imagination", the release adds. Lewis Berger has been a major re-branding
initiative aimed in giving Berger Paints a new identity under a new logo. Lewis
Berger encompasses a series of significant changes aimed at overall brand
upgrading. These include upgrade in the quality of paint, pack, design, printing on
the containers and cartons, the aesthetics of the paint outlets across the country
and, most importantly the quality of services given to the consumer.

4.BRAND JUDGEMENT:
The next step is ‘brand response’ whereby the proper customer responses to the
brand identification and meaning are elicited (Keller, 2003). This step is achieved
with the‘judgments’ and ‘feelings’ building blocks, and answers the question -
What about you?Brand judgements are customers’ personal opinions about and
evaluations of the brand, which they form by putting together all the different
brand performance and imagery associations. These judgments can predominantly
be of four types:
1. Judgement about quality

2. Judgement about credibility: trustworthiness and likeability

3. Judgement about consideration: depends on brand associations(imagery)

4. Judgement about superiority: uniqueness(depicted by imagery again)

ASIAN PAINTS :

Brand quality:

The quality of Asian paint is more superior then the other

competitors paints .it has the largest range of colours in the market which develops
the quality of the product in the mind of the consumer .

Brand credibility:

The expertise of the brand is developed on the good quality of the product and on
the basis of availability of the various shades of colour in store. The trustworthy on
the product is automatically on the images of the good quality and service provided
by the company to the consumers which in turn develop the likability among the
consumer of the brand and the product of that brands. Which creates the difference
in quality of the product among the other competitors .As superiority of product in
the mind of the consumer..

KANSAI NEROLAC:

Brand quality:

The quality of Nerolac paint is good compare to other paints company in market.
In India the Nerolac has sustained with Designed to bring the Nerolac experience
right to the consumers' doorstep, it met with an excellent response to build the
quality of the product ..

Brand credibility:

The expertise according to the market condition is that narolac has good
command over the low segment target consumer with the various aspects of price
& durability of the range of the product for the consumer which creates the
likability of product in the mind of the consumer so which help in the credibility
of the brand value in the growing market.

BERGER PAINTS :

Brand quality:
 Berger is brand which is developing the quality of their product by
implementing the various aspects which will help them to increase the value if
brand and image of the product in mind of the consumer as well.

Brand credibility:

The credibility of brand is developed by

berger in the mind of the consumer is that they are providing the
various benefits to the consumer so that it can develop the image
of their quality of the product by creating a likability of the
consumer towards the product.

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