ABHAY

ASIAN PAINTS LTD
INDUSTRY PROFILE
Paint the group of emulsions generally consisting of pigments suspended in a liquid medium for use as decorative or protective coatings made its earliest appearance about 30,000 years ago. Cave dwellers used crude paints to leave behind the graphic representations of their lives that even today decorate the walls of their ancient rock dwellings. The paint and coatings industry, however, had to wait for the Industrial Revolution before it became a recognized element of the American national economy. The first recorded paint mill in America was reportedly established in Boston in 1700 by Thomas Child. A century and a half later, in 1867, D.R. Averill of Ohio patented the first prepared or "ready mixed" paints in the United States. In the mid-1880s, paint factories began springing up in population and industrial centers across the nation. Mechanization was making the manufacturing process accessible to a larger and less specialized group of entrepreneurs. The weight of prepared paint makes it expensive to transport, so a decentralized structure of small manufacturers in discrete markets dominated the industry until the mid-1900s. Besides mechanizing and professionalizing the paint industry, the Industrial Revolution also created vast new markets for paints and coatings. Virtually every product created on an assembly Pranveer Singh Institute of Technology, Bhauti, Kanpur. 1
ASIAN PAINTS LTD line from the Model T Ford to the latest-model television makes extensive use of paints and coatings to beautify, protect and extend the life of the manufactured goods. Many of today's paints and coatings may go unnoticed by the consumer, but play immeasurably valuable roles in delivering high-quality foodstuffs, durable goods, housing, furniture and thousands of other products to market. Total sales for the industry were approximately $20.9 billion in 2006. As soon as the impact and potential risks of various paint components have been quantified, paint manufacturers take action. Historically, the industry readily responded to environmental and health concerns by altering the chemistry of its products to control risks. Paint manufacturers started replacing lead pigments in some paints, for example, before World War II, when safer alternatives became available. Industry consensus standards limiting the use of lead pigments date back to the 1950s, when manufacturers led a voluntary effort to remove lead from house paints. Common house paints have contained little, if any, lead since then. In 1978, the Consumer Product Safety Commission banned the use of lead in consumer paint. Contemporary paints and coatings consist of countless compounds uniquely formulated to fulfill the varied requirements of hundreds of thousands of applications. "Paint" ranges from the broad group of environmentally-sound latex paints that many consumers use to decorate and protect their homes and the translucent coatings that line the interior of food containers, to the Pranveer Singh Institute of Technology, Bhauti, Kanpur. 2
ASIAN PAINTS LTD chemically-complex, multi-component finishes that automobile manufacturers apply on the assembly line. However you look at it, paints and coatings have evolved from the simple Early Man colors on cave walls into a primary protective barrier between our possessions and our environment. ASIAN PAINTS LTD.:Asian Paints Limited (APL) incorporated in 1942 ranks among the top ten decorative paint companies in the world. It has presence in decorative and industrial coating segment of the paint business. Besides, the Company operates around the world. Through its subsidiaries Berger International Limited, Apco Coatings and SCIB Chemicals, APL has its presence in almost all the segment through its brands Royale in the premium segment, Apcolite in the mid-segment, Gattu, Tractor, Utsav and 3-Mango etc. in the lower segment. NEROLAC PAINTS PVT. LTD.:They embarked their 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, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was born.
Pranveer Singh Institute of Technology, Bhauti, Kanpur.
ASIAN PAINTS LTD 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. The Statistical Analysis Of the market Gives the Following Figure:SL. No 1 2 3 COMPANY Asian Paints Nerolac Paints OTHERS PERCENTAGE 51% 45% 4%
COMPANY PROFILE
ASIAN PAINTS LTD Company Profile: Asian Paints Limited, 2010 Sales: 52,589,000,000, Major Industry: Chemicals, Sub Industry: Paint & Resin Manufacturers, Country: INDIA, Employees: 4260 The Group's principal activities are to manufacture and market paints. The Group also manufactures Phthalic Anhydride and Pentaerythritol. The Group operates in Australia, Fiji, Solomon Islands, Tonga, Vanuatu, Myanmar, China, Thailand, Malaysia, Singapore, Bangladesh, Nepal, Srilanka, Bahrain, the UAE, Oman, Barbados, Jamaica, Trinidad, Tobago, Egypt, Mauritius and Malta. During the year ended 31-Mar-2009, the group acquired 49% stake in Asian Paints (Tonga) Ltd. The Company has an open culture with transparency in operations and a professional approach. The stated purpose is Innovations for evolving surfaces. Innovation here means new ways of looking at business, which also implies innovation in products, work and processes. Evolving surfaces indicates future possibilities. The Company has a strong value system that serves as guidelines for exhibiting appropriate behavior, internally and externally. This year, Asian Paints re-looked at the changing business environment and the organization's core values.
Management Committee (MC) comprising of Top Management decides on broad policies and sets direction of organization and reviews results. Business Analysis Team (BAT) analyzes business problems, opportunities and supports MC.
VISION, MISSION AND QUALITY POLICY
VISION:Pranveer Singh Institute of Technology, Bhauti, Kanpur. 5
ASIAN PAINTS LTD
In todays 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.
Asian Paints aims to become one of the top five Decorative coatings companies worldwide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the industrial coatings business through alliances with established global partners.
We firmly believe that it is not only the vision of where we wish to go which will form a cornerstone of all our further growth, but also our conviction to the fact that the values based proposition has to be ultimate foundation of our business.
MISSION:The mission of the company are being given below, these are -: Vision driven organization Employees feel pride in being part of the organization Recognition of human resources as extremely important and critical assets High level of human dignity
ASIAN PAINTS LTD Transparency and openness among employees at all hierarchical levels Performance-linked reward system
Management and employee commitment to organization values is high Autonomy in work is high High commitment to quality products
Quality Policy:
We shall provide products and services that meet stated standards on time, every
time.
We shall continually improve our processes to understand changing customer needs and preferences and use the same as input for periodically reviewing and revising performance standards of our products and services.
We accept Zero Defect as a quality absolute, and shall design and operate our quality system accordingly.
We shall organize our work practices to do a job right the first time, every time. We are committed to continual improvement in quality in all business processes and shall track such improvement through measurable indicators.
PRODUCT AND SERVICE PROFILE

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ASIAN PAINTS LTD Product Name: Asian Paints Deco prime Wall Primer WT Description: Asian Paints Deco-Prime Wall Primer (WT) can be used as primer for painting of water-based wall finishes such as distempers & plastic emulsion paints. Its special features are easy brushing, excellent covering, alkali resistance, quick drying & good sealing properties. It is specially fortified with fungicides. Product Name: Asian Paints Deco prime Wall Primer ST
Description: Asian Paints Deco-Prime Wall Primer (ST) is suitable for use as primer for masonry topcoats like distempers, emulsions, luster & matt wall finishes. It helps in providing a suitable surface for application of subsequent coats of putty & finish paint. It seta fast, has good sealing properties, good resistance to wall alkalinity, moisture & fungus.
Product Name: Asian Paints Acrylic Wall Putty
Description: Asian Paints Acrylic Wall Putty is water based putty. It is one of the best products of its kind available in the market. It provides a very strong durable foundation & brings out the best performance from the finish paints. Both in looks & durability.
Product Name: Asian Paints Wood Primer
ASIAN PAINTS LTD Description: Asian Paints Wood Primer is specially formulated to protect wood. It has an excellent sealing & filling properties which protects wood from swelling due to absorption moisture. Wood Primer penetrates wood fiber & gives excellent adhesion to substrates & also serves as a sound base for application of undercoats & finishing coats. It also protects the finish coat from exudation of resinous matter oozing out from wood.
Product Name: Aspa especially designed for 2 wheelers
Old is Gold - This popular adage best describes Asian PPG's oldest brand in the automotive paints category which was integrated from Asian Paints. Since its launch in 1973, Aspa (an Alkyd based product) won the hearts of all its patrons and continues to remain the market leader. With a network of over 1300 direct dealers spread across the country, its consumers vouch for its quality. This brand offers variety of hues i.e. 45 shades in metallic and 85 in solids. With technological advancement, Aspa is now available on the mixing rack. The dealers are therefore able to generate over 80 different shades by combining various base and tinters. The distinctive attributes of Aspa are:

Unmatched coverage Quick drying High gloss level 9
ASIAN PAINTS LTD
Good Distinctiveness of Image(DOI) feature giving mirror like finish
The product range is as follows:

Aspa Synthetic Putty Aspa Synthetic Automotive Paint - Solids Aspa Synthetic Automotive Paint - Metallic Aspa High Gloss Clear Aspa Thinner
Product Name: Protective Coatings

Protecting industrial assets is increasingly becoming critical owing to rising asset costs, harsh weather conditions and mounting chemical pollution. Therefore asset owners are looking at specialized protective coatings specific to their requirements. We perceive this to be just the right environment for Asian Paints to demonstrate its growing technical strength. Protective Coatings from Asian paints offer a choice of high-performance, heavy-duty coatings, designed to protect assets against the specific corrosive environment they are exposed to. Asian Paints Protective Coatings are tested under extreme conditions to ensure that they are durable and can withstand the vagaries of the different climatic conditions. Today the range of coatings find use across diverse industries such as nuclear, thermal or hydel power plants, chemical,
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ASIAN PAINTS LTD petrochemical or fertilizer plants, refineries, sugar, pulp and paper industry, offshore structures, pharmaceuticals etc. At Asian Paints, we understand the specific environment that your assets are exposed to, so as to offer the right coating solution for your needs.
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ASIAN PAINTS LTD
Area of Operation
1) Andhra Pradesh 2) Goa 3) Jammu & Kashmir 4) Maharashtra 5) Punjab 6) Uttaranchal 7) Assam 8) Gujarat 9) Jharkhand 10) Meghalaya 11) Rajasthan 12) Uttar Pradesh 13) Bihar 14) Haryana 15) Karnataka 16) New Delhi 17) Tamil Nadu 18) West Bengal
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ASIAN PAINTS LTD 19) Himachal Pradesh 20) Chhattisgarh 21) Madhya Pradesh 22) Orissa 23) Tripura 24) Kerala
OWNERSHIP PATTERN
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.
Investment & Investors: 1. Market capital is about Rs. 20,000/- crores, 1, 54,702 share holders. 2. Over 80% of the shares are dematerialized. 3. Dividend of 137% expanded equity. 4. Market share is 50%
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ASIAN PAINTS LTD 5. EPS of over Rs. 370/- per share on 2007-08. 6. Share holders in Asian Paints, Kanpur are raised to 92%.
Parameters holding 1. Indian Promoters ( share held by directors and relatives ) 2. Shares held by promoters and companies 3. Among commercials Co. Ltd. 4. Foreign promoters
% of share 0.16% 6.87% 1.55% 4.72%
World over, units are moving with associates/affiliates/parent bodies with core competence as their prime objective.
COMPETITORS INFORMATION
This analysis compares Asian Paints Limited with Seven other companies in closely related industry sectors. 1. Kansai Nerolac Paints 2. Berger Paints India 3. Bombay Paints 4. Jenson & Nicholson India 5. Meghmani Organics 6. Shalimar Paints 7. SIL Business Enterprises ( Snowcem India )
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INFRASTRUCTURAL FACILITIES
The company has a huge and full fledged state of the art manufacturing facility at 84/22 UPSIDC Industrial Area, KANPUR, India. Manufacturing quality of Asian Paints Products. The factory on an ongoing, continuous manner provides infrastructure development support to the employees and the villagers through initiative like. Developing concrete road. Giving quarters to employees. Providing Hospital facilities. Erecting street lights. Well organized machineries. Transportation facilities. Canteen facility. Go down facility to storing capacity 10 laces quintals. Reception facilities to new comers for responding their questions. Vermi Farm Guest House Occupational Health Centre School For Employees Children
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ACHIEVEMENT & AWARDS
The Company takes pleasure in reporting some of the awards received in The period under reference:
Reader's Digest Trusted Brands Gold Award for 2006 & 2007. Best Vendor award from customers like Thermax, Honda Motorcycles & Scooters and from Toyota for cost. CII Kaizen Competition - Top Five. Association of Business Communicators of India's Gold trophy for Corporate Social Responsibility Report and Bronze trophies for Environment Report and Marketing Communication.
Avaya Global Connect award for Customer Responsiveness - Top Five. Ramakrishna Bajaj National Quality Award - Commendation Certificate. CIO Enterprise Connect Award 2006 from International Data Group Top 100 IT Companies ICSI National Award for excellence in Corporate Governance 2006 Top 25.
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ASIAN PAINTS LTD
WORK FLOW MODEL (END TO END)
RAW MATERIAL
RASIN
SOLVENTS
PIGMENTS
ADDITIVES
PACKAGING MATERIALS
MANUFACTURING PROCESS
PACKAGING
DISPATCH Pranveer Singh Institute of Technology, Bhauti, Kanpur. 17
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FUTURE GROWTH
It is a well-acknowledged and documents facts globally that India is the fastest-growing coatings market in the world. In facts, last year its growth was exceeded by only Vietnam. Both the architectural and the industrial segments (and further sub segments within it) are all doing exceeding well due to the success of their parent industries (construction, auto, chemical, white goods etc.). Hence, Indias current global market share of about 2% could be expected to double itself over the next 5 years. Higher asset utilization across plant location, particularly leveraging the benefits of the manufacturing white goods as well as taking steps to optimize use of idle physical infrastructure and enriched products mix for higher returns from existing assets. Strengthening of exports with an emphasis on consolidation Asian Paints presence in existing market while tapping new regions for export of value added products viz.., especially construction, auto, chemicals, white goods. Cost control efforts including better logistics, higher operating efficiencies and improved working capital management.
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ASIAN PAINTS LTD
MCKINSEY 7-S FRAME WORK

APPLICATION OF 7S MODEL: What is 7-s Model? The 7-s model is a tool for managerial analysis and action that provides a structure with which to consider a company as a whole, so that the organization problem may be solved and a strategy may be developed and implemented. The 7-s is a frame for analyzing organization and effectiveness. It looks at the seven key elements that make the organizations and their effectiveness.
STRUCTU RE STRATEG Y
SHARED VALUE
SYSTEMS
SKILL
STYLE
STAFF
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ASIAN PAINTS LTD
Hard variables: Strategy: plan leading to allocation of resources. Structure: Organization reporting lines, geography, etc. Systems: formal and informal processes used.
Soft variables: Staff: demographics of personnel. Style: behavior of managers when interacting with others. Skills: core competencies of the firm. Shared Value: culture, which is actually the core element to it all. Mckinsey and company developed 7-s model in late 70s. According to this framework, strategy is only one of the seven elements in success business practices. According to them a combination of what they call software and hardware is required as discussed below.
HARDWARE: comprises of 3 elements
1) STRATEGY:
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ASIAN PAINTS LTD Strategies are the actions a company plans in response to or anticipations of changes in its external environment. It also includes purpose, missions and objectives, goals and major action plans and policies.
The following Strategy governs Asian Paints Co. Strategy: 1. To operate at a level of profitability, this will ensure the long term economic viability of the companies favorably with other industries of similar capital intensity and risk which will enable the company to attract adequate to support its growth. 2. To aspire towards a high level of operating, technical and marketing excellence, and to make the optimum use of assets, this will ensure a strong competitive position in the market served by the company. 3. To strive to satisfy customer by integrating their needs into the company products and services with efficiency and professionalism and give the best value to them by promoting quality products. 4. To improve the process managing the company affairs through proper planning, timely implementation of plans and regular performance reviews. 5. To uphold the highest standards of integrity in the conduct of all phases of business.
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ASIAN PAINTS LTD
2) STRUCTURE: An organization chart, which shows the reporting structure and divisions of tasks for successful integration.
Resident Director (CEO)
GM (Plant)
MANAGER (Finance)
MANAGER (HR)
MANAGER (Territory Development) Executive General
Assistant Manager Executive Accountant Store Manager
Asst. Manager HR Assistant
Executive
Administrator
Clerk
(Executive)
(Executive)
(Production) (Maintenance)
Manager
Manager
(Quality Control)
Manager
Executive (Quality Control)
Customer (Executive)
Customer Pranveer Singh Institute of Technology, Bhauti, Kanpur.
Area Sales 22
ASIAN PAINTS LTD Executive Manager
Substructure detailing with each functional discipline detailed study of various departments and their function.
Production:-
V P (Tech)
Mngr (QA)
Mngr (Prod)
Mngr (Dspt)
Shift supervisor
Shift supervisor
In charge QA
In charge QA
In charge QA
In charge QA
NOTE: Asst .General manager (CS and HRD) will function as management representative (MR) for all ISO 9001:2000 related activities. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 23
ASIAN PAINTS LTD
FUNCTIONS 1. Production department is managed by vice president technical under him production manager is present he receive sales orders and produces according to customers specifications. 2. Under him 2 shift supervisors (engineers) are present who take care of separate shift in production process. 3. Under supervisor 2 in charge quality assurance are present who will test the product performance at different stages of production. 4. The second sub department is manager quality assurance that has to ensure that all the products are performing according to the standards. 5. The third sub department manager dispatch that has to ensure dispatch the finished goods to the right place, right time with out any delay.
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MARKETING:Managing Director Sr. Manager Service Assistant general manager
Mktg off. (1)
Mktg off. (2)
Mktg off. (3)
Mktg off. (4)
FUNCTIONS 1. Marketing department is managed by general manager under him assistant general manager and senior manager service are present. 2. Assistant general manager has to take up the activities of promotion, sales, advertising and ensure market demand and growth in sales for the product; under him 4 marketing officer are present who take up the job of marketing the products by contacting customers and dealers.
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ASIAN PAINTS LTD 3. Senior manager service has been given the responsibility to address each customers requirements/problems regarding functioning and service to the products.
FINANCE DEPARTMENT:Hierarchy of the Finance department:FINANCE MANAGER
ACCOUNTS MANAGER
ASST. A/C MANAGER
ACCOUTNS EXECUTIVES
CLERKS
Appointment of Auditors:
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ASIAN PAINTS LTD Auditors Appointment will be done at the Head office (Delhi). At present companys auditor is O.P.Bagal & Co (Delhi). Yearly twice auditing is conducted i.e. in the month of July & December.
Software used in the finance Department:From 2005, Company started using the Profit (+) windows based software for the maintaining of the financial records. Before this year company used the Profit software for its day today operations. Training in the Finance Department:In the Finance Department, on the job training method is following for the new employee. Along with the on the job training, Head Office (Delhi) conducts some lecture type of training once in three months.
ACCOUNTS:-
V P (Accounts &Loans)
Sr.Manager-Accounts
Manager-Loans 27
ASIAN PAINTS LTD
Sr.Accounts Officer
Officer (1)
Accounts Officer (1)
Accounts Officer (2)
Officer (2)
Officer (3)
Officer (4)
FUNCTIONS 1. Accounts department is managed by vice president accounts and loan. It is divided into two sub department senior manager accounts and manager loans. 2. Senior manager accounts have been given the responsibility to manage the over all accounting activities like sales accounts, purchase accounts, salary and wages accounts. Preparing balance sheet, budget and profit and loss account. Under him senior accounts officer, accounts officer 1and 2 designations are present who perform the above mentioned activities. 3) SYSTEM: System refers to the formal process and procedure used to manage the organization, including the management control systems, performance management
measurement and record systems, performance measurement and reward systems, planning, budgeting resource allocation systems information system and distribution systems. a) Sales forecasting system: Pranveer Singh Institute of Technology, Bhauti, Kanpur. 28
ASIAN PAINTS LTD In Asian Paints, there are 3-territory developments manager, having various areas will forecast there area sales depending upon the previous year sales. b) Order receiving system: In order receiving system the customer executives will take a major part they will go to each distributor in various areas and take the order form the distributor. The collected orders will be shown to the areas sales manager and area sales manager will give indent to the marketing manager of Kanpur, the area sales manager should take care that the crates will be sent back to the plant for refilling.
MARKETING MANAGER
AREA SALES MANAGER
CUSTOMER EXECUTIVE
DISTRIBUTOR
C) Order execution system: When territory development manager receives order for different territory it will send to the production department. The stock that is there in production department will be loaded to the truck and order is executed to the distributor of different areas. D) Logistic system:
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ASIAN PAINTS LTD There is not so big logistic system in Asian Paints. The stock will be just interchanged between the near district places. The indent given by the distributor will be delivered within 2-3 days of indent given.
SOFTWARE: Comprises of 4 elements 1. STYLE: Means that companys employee share a common way of behaving and thing style is more important elements for success. As behavior speaks of what an organization upto. The style of an organization, according to McKinsey framework refers to the Reporting Relationship between the superiors and the subordinates. It also conveys the flow of communication between them. Reporting Relationship at Asian Paints Co. follows a formal channel. The communication follows the routes formally laid down in the organization structure and deliberately associates with the status or the position of the sender and the receiver. Both downward and upward follow the path of formal channel. The activities like quotation processing, equipments stock order generation, bill of material generation, indent generation, raising purchase order, stores management and other
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ASIAN PAINTS LTD production related activities generates a number of reports which are communicated from one department to the other through the formal channel. In the Asian Paints decision flow is of top down. In which the decision is flown from the higher authority to the lower level. As the higher authorities have a control over the decisions will make the decisions which will influence the function has to be followed an executed, administered and handled by assistants. Decision flow pertaining to finance department payment decisions, when the payments for the suppliers has to be made needs approval by the Finance Manager than followed by General manager for verification, later the decision will be flown to Unit Finance controller, next followed by Asst. manager accounts will decide to make payment on basis of availability of amount, further the order is passed to accounts assistant to make payment after verification of vouchers and invoices, for respective
2.
STAFF:
Relates to process of hiring, developing managers so that they contribute to the success of
organization. Staffing is the process of acquiring human resources for the organization and assuring that they have the potential to contribute to the achievements of the organizations goals. It includes selections, placements, training and development of appropriate qualified employees.
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ASIAN PAINTS LTD CLASSIFICATION/DUTIES AND RESPONSIBILITY OF VARIOUS GROUPS OF STAFF.
TECHNICAL Manufacture of products in compliance with the customer requirement. Testing of materials and products. Product release to market. Quality review of the product supplied. Storage of products in dispatch centers. Ensuring supply of reference standards. Comply with complaint procedure according to customer complaint process. Informing of any changes in the model due to regular research and development. Packing of products in the required form. Transport of packed products to the specified destination.
SUPERVISORY Planning and execution of short term or day-to-day production activities. Monitor the performance of workers, controlling and co-ordination. Ensure less scrap and wastages in production. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 32
ASIAN PAINTS LTD Avoid accidents and conflicts in the working environment. Reduce the breakdown of machines a periodic preventive maintenance. Make the workers to work in-group collectively for the achievement of goals.
CLERICAL Maintain the records of the production department. Make the day-to-day entries of production made i.e., finished goods. Maintain the inventory records and record according to the principles adopted by the company. Maintain the workers record of production made in terms of units produced in a given period of time.
QUALITY ASSURANCE Ensure compliance of international standards requirements. Approve and verify implementation of defined systems, standards and procedures. Ensure availability of approved procedures and specification for reference. Review batch manufacturing and testing records, before giving product release. Ensure induction and training of employees as per corporate policy. Inspection of final packed stock before dispatch. Investigate complaints, deviations and quality incidents. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 33
ASIAN PAINTS LTD Take action on product recalls and investigate the reasons. Review batch manufacturing, batch-packing records, verify reconciliation of batch inputs, batch yields and finally release the product.
3. SKILL: Which are necessary attributes the employees should have for success of any strategy. The term skills include those characteristics which are developed over a period of time and are a result of the interaction of a number of factors; performing certain tasks successfully over a period of time, the kind of period in the organization, the top management style, the organization structure, etc.., At Asian Paints Co. Every employee is expected to have the following skills relating to the ability and knowledge in using the equipment, technique and procedures involved in performing specific production and testing operations. A skill refers to how smart an employee does his work with available source. In marketing department various steps are taken for staff to develop appropriate new skills for marketing their products. a. Multi disciplinary skills: In production department some persons have the skill to operate filling, washing machine, sealing machine, and even some time they also handle small problems in machines. They themselves identify the problem area of machine and make it repaired if required.
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ASIAN PAINTS LTD b. Single Skill: Single skill refers to the single skill which people have in organization. In Asian Paints chemist have the single skill. Skill classification in Asian Paints: In Asian Paints skill is mainly classified in marketing department and engineering skills in production department. In marketing department extra benefit will be given to the persons who achieve the sales target. Every person in marketing department will be having respective sales target. Once in a year various steps are taken to import various skills such a listening skill, presentation skills top customer executives. SKILL MATRIX APPLIED TO THE EMPLOYEES OF ASIAN PAINTS.
EMPLOYEE DESIGNATION MANGAAER EXECUTIVES STAFF PERMANENT WORKERS TEMPORARY WORKERS(SEASON) 120 PUC NO. OF EMPLOYEES 5 36 9 100 QUALIFICATION M.B.A/M.COM/ M.TEC B.E/DIPLOMA B.COM/B.SC(COMPUTERS) S.S.L.C/P.U.C/B.SC/BA AVERAE AGE 45 32 30 28 28 EXPERIENCE 15-18 Years 7-8 Years 4-5 Years 3-4 Years 3-4 Years
4. SHARED VALUES:
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ASIAN PAINTS LTD Means that all employees have same guiding principles, values which generally go beyond their own, narrow goals. It is a set of values and aspirations that goes beyond the conventional formal statement of corporate objectives. They are the fundamental ideas around which a business is build.
Central beliefs and attitudes. The shared values with regard to Asian Paints are: Understanding the needs of customers and offering them good Products. Providing and enabling environment to faster growth and learning for our employees. Maximize the profit by satisfying the Customers and increasing he market share. Maximizing the wealth by increasing the profit as well as the good will and brand name. Fulfilling the societal objectives with the constant attachment and contribution to the society for well being of both company and society.
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SWOT ANALYSIS
SWOT is an acronym used to describe the particular strength, weakness, opportunities and threats that are strategic factors for a specific company. Swot analysis not only result in the identification of a corporate distinctive competencies, the particular capabilities and resources that a firm possesses and the superior way in which they are use, But also in the identification of opportunities that the firm is not currently able to take advantage of due to lack of appropriate proven to be the most enduring analytical technique used in strategic management. This reflects an important issue facing strategic managers should invest more in knowing their strengths to make them even stronger or should they invest in weakness to make their competitors weak.
STRENGTHS: Pranveer Singh Institute of Technology, Bhauti, Kanpur. 37
ASIAN PAINTS LTD Besides a large basket of indigenous raw materials, India has a strong manufacturing base and a strong marketing/distribution network to reach out to the geographically dispersed industry. India also has a strong engineering base for machinery and packing material. It is the potency of the company, which makes the difference from others in the industry, the important strengths of the company are: Price of the product is within reach of the ordinary. Asian Paints gives many options for its consumers to choose, it has a variety of products to choose from, it has a variety of products to suit the taste of different people. Achievement of business goals through ethical management and the responsible used of natural resources. Strong marketing network following stringent code off business conduct.
WEAKNESS: The level of technical know-how is extremely poor global distribution network for exports. The taxation systems are also retrograde when compared to global standards. Infrastructure in India is also a big limitation.
Weakness is those limitations or disadvantages, which has an influence on the business of the company in which the some of the limitations of the Asian Paints are;
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ASIAN PAINTS LTD Certain locations where a paint product has all ready obtained a large portion of the market. Artificial nature of the paints will always be questioned. Adverse age mix of workers and high average wage. High overheads and fixed costs.
OPPORTUNITES: Opportunities are the openings or prospects for the future expansion or growth of the company and to meet the objectives for which it is formed. This makes avenue for the company to achieve goals. They can bring newer products in order to tap the markets that prefer stylish as well as different ranged colored paints. Natural based paints to quench the style need. As they all ready recognized in the paints market, they would not have a problem in launching the product in a wide scale. Expansion of production capacity: cheap and skilled labour is also acts as an opportunity for the company for quality services effectively and efficiently. These cheap and skilled labour is helps to increases the production. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 39
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THREATS: There is current a high dependence on the decorative sectors. The lack of developments in water-based systems places a high reliance on petroleum- based products. The skewed imports policies for raw materials vis--vis finished goods are also a real threat from imported products. Threats are the fear or the pressure for which are uncertain to the company has to be geared up to face and to cope up with the changes form the current state. Rival policies and unhealthy competition: The major threat for the Asian Paints is the increasing techniques used by its rival companies for increasing the share in the market. The newer and innovative advertisement campaign by companies and such companies are never ending threat to the Asian Paint Co. Unfavorable government policies may be imposed due to unstable government. Better technology of other manufactures could help them to supply goods at lesser Rates which could eat the market share Too many welfare activities lead to the increase in expectations of employee which could at some point of time become a reason for dispute.
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ASIAN PAINTS LTD
ANNUAL REPORT
(Rs crore) Equity share capital Share application money Preference share capital Reserves & surplus Secured loans Unsecured loans Total Gross block Less : revaluation reserve Less : accumulated depreciation Net block Capital work-in-progress Investments Current assets, loans & advances Less : current liabilities & provisions Total net current assets Miscellaneous expenses not written Total Pranveer Singh Institute of Technology, Bhauti, Kanpur. Mar ' 10 95.92 998.55 24.59 40.70 1,159.76 1,116.93 494.02 622.91 164.64 234.77 1,172.36 1,034.92 137.44 1,159.76 Mar ' 09 95.92 832.58 36.70 40.70 1,005.90 937.89 509.06 428.83 136.25 422.88 1,035.22 1,017.28 17.94 1,005.90 41
ASIAN PAINTS LTD Book value of unquoted investments Market value of quoted investments Contingent liabilities Number of equity shares outstanding (Lacs) 157.39 178.76 356.87 959.20 345.50 254.26 222.05 959.20
LEARNING EXPERIENCE
42
ASIAN PAINTS LTD It was dream comes true for me who always wanted to work in the manufacturing industry, which is my area of interest and it, was great experience working in the Asian Paints Ltd. where I learnt many things about the functioning of an organization in accordance with the present market trends. The main purpose of the organization study is to make the students acquainted with practical knowledge about the overall functioning of the organization. It gives opportunity to study the human behavior and also makes one ready to face different situations, which normally would come across while on work in the office or factory environment. On 8th.06.2010 I was sent to management service department, I met Mr. SANJAY AGARWAL, manager of MSD he explained about the functional activities which they carrying. It provides all necessary data like quality factor of incentive payment & analysis of shop grievances & problems. It reviews the suggestions schemes& development of standard time data. On 11th.06.2010 I met Mr. KASHI KISHOR senior employee who in then explained about purchase & procurements of raw materials for production. he given the information about all the dealings & it purchases the cans, aluminum boxes and tools other materials from nation and international suppliers On 12th.06.2010 I met Mr. V.K. MISHRA, stores in charger who told me that the stores department supporting to the various department by providing required raw materials & tools for the production purpose. They following inventory management system in the issue and purchasing of raw materials from outside. The adopted bin card, system giving number to the Pranveer Singh Institute of Technology, Bhauti, Kanpur. 43
ASIAN PAINTS LTD materials for easy identification of materials I found inspection process while procuring the materials, they maintaining the records of raw materials like hand tools, hard tools. Cutting tools paints, chemicals, clothing, steel & alloyed aluminum sheets. On 16th.06.2010 I visited finance department for two days, there I met Mr. B.N. MISHRA finance manager, he explained about the financial functions which they are doing in the department. They maintaining the journals & ledger main assets ledger, department/location assets register, miscellaneous equipment register, fixed assets disposal register control account advices register. On 20th.06.2010 I met Mr. DEVI PRASAD manager of maintenance department, there he explained about maintenance of plant & machineries providing services like air, water, electricity & transportation, rehabilitation of plant & machinery up gradation of facilities providing new facilities etc. On 03rd.07.2010 I was spend in personnel and administration department, in that the senior training officer Mr. SATYAPRAKESH explained about developing the individual to realize employees potential as knowledgeable & improving the skills. In the division around 700 employees are working for them proper training and reward also provided. Finally to conclude, I would like to present the following factors as part of my learning experience at Asian Paints Ltd., Kanpur
1. Company has excellent infrastructure with various buildings, new plants, transportation system & various other facilities. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 44
ASIAN PAINTS LTD
2. Corporate culture amongst the employees is excellent irrespective of their cadre and their designation.
3. Excellent learning centre, which is having good collection of books, journals and reports.
4. Finally, a very good experience, which led me to compare theoretical learning in the classroom to the working of an organization.
GENERAL INTRODUCTION
Every company has their objectives which are expressed in terms of marketing plan to direct and co-ordinate the marketing efforts. These marketing efforts are directed towards search for customer needs and target markets, matching the customer needs and target markets and then Pranveer Singh Institute of Technology, Bhauti, Kanpur. 45
ASIAN PAINTS LTD start proceeding with the value creation process. Within the value creation process, a market chooses the value (segmentation, targeting, & positioning) and provides that value with the help of a marketing-mix. According to Stanton, Marketing mix is a combination of four elements product, pricing structure, distribution system and promotional activities used to satisfy the needs of an organizations target markets and at the same time, achieve its marketing objectives. Marketing mix encompasses product- mix (brand, quality, weight etc) price mix (unit price, discount, credit etc), promotion mix (advertising, salesmanship, sales promotion) and place mix (distribution, channels, transport and storage).
NATURE OF MARKETING MIX
Marketing mix managers instrument for the attainment of marketing goals. It is composed of four ingredients (i) product (ii) pricing (iii) promotional activities (iv) Physical distribution. A marketing manger implements his marketing strategies and policies through these instruments. Marketing mix is used by the marketing manger for gaining the differential competitive advantage in marketing.
IMPORTANTANCE OF MARKETING MIX
46
ASIAN PAINTS LTD (i) The marketing-mix serves as the link between the business firm and its customer. It focuses attention on the satisfaction of customers. (ii) (iii) It helps in increasing sale and earning higher profiles. It gives consideration to the various elements of the marketing system. There is balanced relation between elements. For instance, the price of a product depends upon its feature and branding packaging etc. \ (iv) It signifies that its four elements are closely interrelated decisions or charges in one element usually affect decision or charges in the other.
1. C.
E.J. McCarthy CLASSIED THESE TOOLS INTO 4 PARTS AND THESE
ARE CALLED 4Ps (ELEMENTS OF MARKETING MIX)
1. Products 2. Price 3. Place Pranveer Singh Institute of Technology, Bhauti, Kanpur. 47
ASIAN PAINTS LTD 4. Promotion
MARKETIN G
PRODUCT Product Variety Quality Design Features Brand Name
PRICE List Price Discount Allowances Payment Period
PROMOTIO N Advertising Sales Promotion Personal Selling Public Relation Direct Marketing
PLACE Channels Coverage Assortment Locations Inventory
The customers taste and preferences change very fast, customers brand loyalty also changes. Sometimes, customers want cheap price and sometimes want better quality of the product. The marketing managers are vitally concerned with these changes in customers demands. He has to carryout an ongoing process of marketing analysis and marketing research.
48
ASIAN PAINTS LTD Since the marketing process is essentially non-traditional between the marketing mix and the environment, essentially an interaction between the marketing mixes becomes the crux of marketing task. In fact, many marketing scholars and marketing parishioners view marketing as almost synonyms with assembling and operating of the marketing mix. Assembling the marketing mix elements into a winning marketing. In many industries, the customer is perhaps the most fluctuations of all the variables of environment. Often customer tastes and preference change very fast, customer brand loyalty also changes; customers may want a cheaper version of the product tomorrow they may be bothers more about the quality of the product or the after sales services aspects. Just as the changes taking place in the external environmental necessitate modification in the marketing mix, changes taking place within the firm too necessitate modification in the marketing mix. For example, changes in the corporate strategy of the firm, changes in the resources level of the firm, or changes in the product lines of the firm will lead to changes in the marketing mix as well.
1. PRODUCT A product is anything that can be offered to the market to satisfy a need. Products that are marketed include physical goods, services, places and ideas.
PRODUCT VARIETY
49
ASIAN PAINTS LTD There are varieties of Asian paints produced by ASIAN PAINTS COMPANY. The variety differs by quality, but not by quantity. The varieties are new paints for interior, exterior, walls. Further more the quantity of the paint is made according to the customers specification. Again the products are of three varieties depending on the weight of the paint.
QUALITY The ASIAN paints is manufactured using sophisticated process control system
known as (distributed control system) by auto controller machine supplied by Japan, Which control the key parameters like gram mage, caliper moisture. This is the latest in INDIA. ASIAN PAINTS is the only company India to use such kind of technology. Bleaching is done by chlorine dioxide and hydrogen peroxide with fully distributed control system. It is the philosophy of Asian Paints, and its associates to achieve complete MARKET POTENTIAL by providing products and services consistently meets or exceeds the customer needs and expectations, pursuant to agreed specification, delivery schedule and 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 manufacturing, services and other operations. It is companys aim to consistently reduce waste of material and efforts, increase efficiency and ensure safety of plants and people and protection of the environment. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 50
ASIAN PAINTS LTD
2. PRICE All profit organization and many non-profit organization set prices on their products or services. Prices are the marketing mix element that produces revenue, the others produce costs. Price is also one of the most flexible elements. It can be changed quickly, unlikely product feature and channel commitments. Division and produce-line managers handle companies, pricing in variety of ways, in small companies, pricing, even here, top management sets general pricing objectives and policies and often approves the prices proposed by lower levels of management. The firm has to consider many functions in setting its pricing policy. We will describe six steps procedure.
1. Selecting the price objective. 2. Determining demand. 3. Estimating cost. 4. Analyzing competitors costs, prices, and offers. 5. Selecting a price method. 6. Selecting the final price.
3. PLACE Pranveer Singh Institute of Technology, Bhauti, Kanpur. 51
ASIAN PAINTS LTD Place mix entails activities that are necessary to transfer ownership of goods to customer and to make available goods at the right time and place. Thus, it includes decisions about the channels of distributions & place at which the product should be displayed and available to the customers. The important channels used for physical distribution of goods are wholesalers & retailers. In some case, the manufactures even own the retails outlets.
3. A. FACTORS IN CHOICE OF DISTRIBUTION CHANNEL:
1. MARKET CONSIDERATION a. Consumer or Industrial market b. Number of potential customers c. Size of order
2. PRODUCT CONSIDERATION: a. Unit value b. Standardized product c. Technical nature d. Bulk & weight
3. COMPANY CONSIDERATION:
52
ASIAN PAINTS LTD a. Volume of production b. Financial resources
4. MIDDLEMEN CONSIDERATION:
a. Availability of desired middlemen b. Financial ability c. Sale potential d. Cost
3. B. PLACE IS ALSO KNOWN AS DISTRIBUTION OR PLACE IS DIVIDED INTO FOLLOWING PARTS.
DISTRIBUTION
53
ASIAN PAINTS LTD
Physical
Warehousing
Wholesalers
Inventory
Depot
Transportation
Consignment Agent
3. C. FLOW CHART OF ORDER EXECUTION SYSTEM.
54
ASIAN PAINTS LTD
Order received at Branches
Order Received at Headquarter
Dispatch
CST ORDER
Order Transfe rred
Stock Available To Mill
Dispatch
Dispatch
Dispatch
The order are received at branches if it is CST order i.e. if central sale Tax is applied to it, then it is directly send to the mills. Otherwise the dispatch is done directly by the branch. There are some places on distribution channel member. They are called as marketing inter mediate. The marketing intermediates are as follows. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 55
ASIAN PAINTS LTD Wholesaler RDS (redistribution stockiest) Consignment agent
3. D. DISTRIBUTION CHANNEL
At EPM the channel width is high multi channel system for the EPM product. The nature of the product is such that the multi channel is highly required. The channel structure is as follows: Pranveer Singh Institute of Technology, Bhauti, Kanpur. 56
ASIAN PAINTS LTD
MILL
CONSIGNMENT AGENT
WHOLE SELLER
WHOLE SELLER
DEPOT
DEPOT
RETAILER
WHOLE SELLER
CUSTOMER
3. E. WARE HOUSING
57
ASIAN PAINTS LTD The company is having a dept at very zonal head quarter & is a central warehouse at the mills. Depending on the nature and area of the order to the finished goods are supplied to that particular area, from the zonal depot or central warehouse. Transportation comes under ware housing.
3. F. TRANSPORTATION
For the transpiration purpose from mills and branches the contract carriers and rail transport is used. In this regard an agreement with concern ICL, East-West road line and railway as made. Beside the company use private carrier trucks for any immediate purpose for transportation. The transportation to the various places of India through road, rail air. For this type of product means for paper the air transportation is not suitable because it consigned high transportation cost. Air transportation is used only at the time of need. For transportation in rail is requires high quality as well as high cost in comparison to road, so road transport of paints. For road transportation the EPM has two options. 1. Own Trucks. 2. Market transport. Usually Asian Paints PM Use the market transports. In emergency Asian Paints use their trucks.
4. PROMOTION Pranveer Singh Institute of Technology, Bhauti, Kanpur. 58
ASIAN PAINTS LTD
Promotion is a process of communication involving information, persuasion and influence. It includes all type of personal or impersonal communication with customers as well as middlemen in distribution. The purpose of promotion is to inform, persuade and influence the prospective customers. Personal selling, advertising, publicity and sales promotion are widely used to inform the people about the availability of products and create among them the desire to buy the products. The promotion message by the sender to the receiver must accomplish three tasks to be effective: a. It must gain the attention of the receiver b. It must be understood by the receiver c. It must stimulate the needs of the receiver and suggest an appropriate method of satisfying these needs. The modern business cant depend upon single promotional tools. They have to make use of all the promotional tools in different degrees depending upon the nature of product, nature of competition and kinds of customers. The five tasks are related to the AIDAS (Attention-interest-desire-action-satisfaction) concept proposed by E.K. Strong.
STATEMENT OF THE PROBLEM
59
ASIAN PAINTS LTD The research works aims to get details information about the EFFECTIVENSS OF MARKETING MIX ELEMENTS AT ASIAN PAINTS LTD KANPUR. To collect the overall information about marketing activities in the environment and to develop marketing mix in different fields this provides well familiarity in society and survive the business longer period.
OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
To evaluate the effectiveness of marketing mix elements at Asian Paints Ltd.
SECONDARY OBJECTIVE
To know about the competitors. To analyses the relationship between company and customer. To find out organizational policy and procedure. To understood the customer perception towards company. To evaluate the marketing activities of Asian Paints in the market.
SCOPE OF THE STUDY

ASIAN PAINTS LTD The research study of Asian Paints Ltd. covered at Kanpur city in different areas to evaluate the marketing mix elements (product, price, place, promotion) effect on marketing strategy implemented by Asian Paints in the environment and find out customer opinion.
METHODOLOGY
All relevant information and data were collected and gathered during my interaction with customer and the trades. During my visit to the plant I was given free access to interact with different persons dealing in different matters. I used a set of questionnaires for obtaining the feedback from the customers about of the company.
RESEARCH METHODOLOGY Research is search for factors. It seeks to answer to specific questions through systematic approaches. It is under taken in the effort to collect consumer response towards use of Asian Paints products in the market.
Research methodology is a method to solve the research problem systematically. It involves gathering data, use of statistical techniques, interpretation and drawing conclusion about the research data. It is blue print which is followed to complete the study.
RESERCH DESIGN:
ASIAN PAINTS LTD
The research adopted for this study is Descriptive Research
DESCRIPTIVE RESERCH:
It is a description of the state of affair as it exists at present. In this study the main characteristics is that there is no control over variable and can only report what has happened.
TYPE OF DATA:
PRIMARY DATA: It is originally data collected specifically for the project in hand. There are three widely used methods for collecting for primary data Survey methods Observation method Experimental method
SECONDARY DATA:
62
ASIAN PAINTS LTD Secondary information used for this project has been extracted from company brochures, by interacting with company personnel and also from magazines, business journals internet etc.
LIMITATIONS OF THE STUDY:
The first and foremost limitation was the time factor. Within limited period of time it was not possible to study different areas of market for collecting details information about the working activities of marketing mix implemented by Asian Paints. The sample size has to be confirmed to 100, due to lack of time and resources. The method selected is complex and time consuming. There was reluctance on the part of the dealers, wholesalers, retailers and traders to co-operate. Respondents biased or dishonest answers. Findings of the study are based on the assumption that collected respondents are knowledgeable and unbiased in their assessment.
ANALYSIS AND DATA INTERPRETATION

ASIAN PAINTS LTD
TABLE NO. 1
TABLE SHOWING TO KNOW THE AGE GROUP OF RESPONDENTS AGE 20-25 years 25-30 years 30-35 years More than 35 years TOTAL NO. OF RESPONDENT 10 15 30 45 100 PERCENTAGE (%) 10% 15% 30% 45% 100%
ANALYSIS:
From the above table we undertook 10% of respondent between the age of 25 years, 15% of respondent were age of 30 years, 30% of respondent were of age 35 years and 45% of respondent were of age more than 35 years.
CHART NO. 1 Pranveer Singh Institute of Technology, Bhauti, Kanpur. 64
ASIAN PAINTS LTD
GRAPH REPRESENTS AGE GROUP OF RESPONDENTS
45 40 35 30 25 20 15 10 5 0
20-25 years
25-30 years
30-35 years
more than 35 years
INTERPRETATION:
From this study we interpret the majority of respondents belong to the age group more than 35 years. This highlights the interest in the people who are eagerly involved in the decision.
TABLE NO. 2 Pranveer Singh Institute of Technology, Bhauti, Kanpur. 65
ASIAN PAINTS LTD
TABLE SHOWING OCCUPATION OF RESPONDENTS
OCCUPATION DEALERS WHOLESALERS RETAILERS TRADERS TOTAL
NO. OF RESPONDENTS 12 40 30 18 100
PERCENTAGE (%) 12% 40% 30% 18% 100%
ANALYSIS:
The table shows 12% respondents were dealers, 40% respondents were wholesalers, 30% were retailers and 18% respondents were traders.
ASIAN PAINTS LTD
GRAPH REPRESENTS OCCUPATION OF RESPONDENTS
40 35 30 25 20 15 10 5 0
Dealers
Whole Salers
Retilers
Traders
INTERPRETATION:
The study interpret the wholesalers are more involving for transactions of products. As these people requires more inventory to maintain and need to distribute all over the areas.
67
ASIAN PAINTS LTD TABLE NO. 3
TABLE SHOWING MONTHLY INCOME OF RESPONDENTS
INCOME IN (Rs.) Up to 20000 20,000 30,000 30,000 50,000 More than 50,000 TOTAL
NO. OF RESPONDENTS 30 15 35 20 100
PERCENTAGE (%) 30% 15% 35 % 20% 100%
ANALYSIS:
The above table shows 30% of respondents earning monthly income up to 20,000 , 15% of respondents earning 30,000 , 35% respondents earnings 50,000 and 20% respondents monthly income more than 50,000.
68
ASIAN PAINTS LTD CHART NO. 3
GRAPH REPRESENTS MONTHLY INCOME OF RESPONDENTS
35 30 25 20 15 10 5 0 Up to 20,000 20,00030,000 30,00050,000 More than 50,000
INTERPRETATION: From the above graph we interpret the monthly income of respondents between Rs. 30,000 to 50,000. This shows people are earning high income due to maintaining of the marketing mix elements.
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TABLE SHOWING RESPONDENTS AWARENESS ABOUT ASIAN PAINTS
YEAR Less than 3 years 3-5 5-10 10-15 More than 15 years Total
NO. OF RESPONDENTS 20 35 20 10 15 100
PERCENTAGE (%) 20% 35% 20% 10% 15% 100%
ANALYSIS:
From the above table we found that there are percentages of respondents as per the aware about EPM in past years. According to survey there are 20% respondents are in between 3 years, 35% in between 5 years, 20% in between 10 years, 10% in between 15 years, and 15% respondents know more than 15 years.
ASIAN PAINTS LTD GRAPH REPRESENETS RESPONDENTS AWARENESS ABOUT ASIAN PAINTS LIMITED
35 30 25 20 15 10 5 0
0-3 3-5 5-10 10-15 More year year year year than 15 year
INTERPRETATION:
From the above graph we interpret that the maximum no. of respondents were aware about Asian Paints Ltd between 3-5 years. There is different type of business people uses Asian Paints products from started of their business activities; there is a need to adopt better promotional strategy in reputing the organization. TABLE NO. 5
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ASIAN PAINTS LTD
TABLE SHOWING REPUTATION OF ASIAN PAINTS LTD FROM THE RESPONDENTS VIEW
Opinions Quality Reasonable Price Prompt Delivery Good Service Brand Image Total
No. of respondents 45 15 10 18 22 100
Percentage (%) 45% 15% 10% 18% 22% 100%
ANALYSIS:
From the above table we found that Asian Paints provides different measure aspects growing the business large. According to survey the respondents view about Asian Paints, quality 45%, reasonable price 15%, prompt delivery 10%, goods service 18%, and brand image 22%. Which show a better way of running company in the market.
ASIAN PAINTS LTD
GRAPH REPRENETS REPUTATION OF ASIAN PAINTS LTD FROM THE RESPONDENTS VIEW
45 40 35 30 25 20 15 10 5 0
quality prompt good delivery service opinion
brand image
INTERPRETATION: From the above graph we can interpret that the Asian Paints is known for its quality from various aspects in different activities which provide to better survive in the environment and provide quality products which forces to compete with others in the market.
TABLE NO. 6 Pranveer Singh Institute of Technology, Bhauti, Kanpur. 73
ASIAN PAINTS LTD
TABLE SHOWING RESPONDENTS VIEW TOWARDS REASONABLITY OF THE PRICES Opinion Never Rarely No. of respondents 20 25 Percentage 20% 25%
Sometimes
15
15%
Routinely
30
30%
Always
10
10%
Totals
100
100%
ANALYSIS: From the above table we found that out of 100 respondents, 20% opinion were never, 25% were rarely, 15% were sometimes, 30% agreed for routinely and 10% opinion upon always reasonable.
74
GRAPH REPRESENTS RESPONDENTS VIEWS TOWARDS REASONABILITY OF THE PRICES

30 25 20 15 10 5 0 never rarely sometimes routinely always
INTERPRTATION:
From the above study we understood that the pricing policy depends upon the market situation and the present business environment. There are no much variations in the price compare to other competitors.
75
ASIAN PAINTS LTD
TABLE NO. 7
TABLE SHOWING TO KNOW THE PROPORTION OF PRICE ON ASIAN PAINTS PRODUCTS Proportion No. of respondents Percentage (%)
Fixed Flexible Can be negotiable Total
40 35 25 100
40% 35% 25% 100%
ANALYSIS:
From the above table we found that the proportion of price varies depends upon internal and external situation. There is 40% respondents viewed fixed price, 35% were flexible price and 25% were told price can be negotiable.
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GRAPH REPRESENTS THE PROPORTION OF PRICE ON ASIAN PAINTS PRODUCTS

40 35 30 25 20 15 10 5 0 fixed flexible can be negotiable
INTERPRETATION: From the above study we can interpret the pricing strategy implemented by top management according to the products quality. Basically the price of product goes fixed system in the markets.
77
TABLE SHOWING TO KNOW THE PRICE RELATED TOWARDS VALUE OF PAINTS Opinion Never Rarely Sometimes Routinely Always Totals No. of respondents 10 15 25 20 30 100 Percentage (%) 10% 15% 25% 20% 30% 100%
ANALYSIS: From the above table we understood that the price is related towards the value of paints. Out of 100 respondents, 10% opinion were never, 15% were rarely, 25% were sometimes, 20% agreed for routinely and 30% opinion upon always.
78
ASIAN PAINTS LTD
CHART NO. 8
GRAPH REPRESENTS THE PRICE RELATED TOWARDS VALUE OF PAINTS

INTERPRETATION:
From the above graph we know that price is related to value of paper as per the customer perception. There are many no. of respondents agreed on price are matched the quality of paint.
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TABLE SHOWING RESPONDENTS OPINION TOWARDS ON PURCHASING TIME FREE GIFTS Opinion Never No. of respondents 20 Percentage 20%
Rarely
30
30%
Sometimes
25
25%
Routinely
15
15%
Always
10
10%
Total
100
100%
ANALYSIS: From the above table we found the free gifts provided by Asian Paints through undergone this study out of 100 respondents 20% viewed never, 30% were rarely, 25% viewed sometimes, 15% said routinely and 10% viewed always provided.
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ASIAN PAINTS LTD
CHART NO. 9
GRAPH REPRESENTS RESPONDENTS OPINION TOWARDS ON PURCHASED TIME FREE GIFTS

INTERPRETTAION: From this study we represents the free gifts provided by Asian Paints depends on the size of order or the company policy. Basically company provided free gifts in rare cases and it depends on environment situations.
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ASIAN PAINTS LTD GRAPH NO. 10
TABLE SHOWING RESPONDENTS VIEW ABOUT THE RATING OF ASIAN PAINTS LTD. FOR PAINT MAKING Opinion Poor No. of respondents 10 Percentage (%) 10%
Average
25
25%
Good
35
35%
Very good
30
30%
Total
100
100%
ANALYSIS: From this study we understood Asian Paints Ltd. is the paint making industry in the environment which divided different grade according to respondents viewed out of 100 there are 10% viewed poor, 25% viewed average, 35% were good and 30% viewed very good in the market.
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ASIAN PAINTS LTD CHART NO. 10 GRAPH REPRESENTS RESPONDENTS VIEW ABOUT THE RATING OF ASIAN PAINTS LTD. FOR PAINT MAKING
35 30 25 20 15 10 5 0 poor average good very good
INTERPRETATION: From this study we can represent Asian Paints Ltd. is well for paint making and it provides quality standards product to the markets according to customer requirements and satisfy there needs. The study shows Asian Paints Ltd. goes in the environment better way of doing business and leading in the market.
83
ASIAN PAINTS LTD
FINDINGS
The majority of people aware about Asian Paints Ltd since many years because of higher growing in the market. The Asian Paints Ltd well knows in the environment for providing quality products. The more no. of respondents viewed Asian Paints product all type of paints and provide customer requirements. The company produces different product varieties of deluxe, normal, distemper and other products. In among all deluxe paint is more used in market. Asian Paints provides high capacity for longer permanency of paint. The majority of customer viewed deluxe paint is superior quality paint. The majority of respondents viewed Asian Paints provides routinely reasonable price. The price of Asian Paints products goes in market fixed way. The Asian Paints price always related to the value of paint. The price of Asian Paints product sometimes differs from competitors. Asian Paints Ltd provided discount on price with bulk purchased. The majority of customer prefers product consideration for distributing goods. Pranveer Singh Institute of Technology, Bhauti, Kanpur. 84
ASIAN PAINTS LTD The wholesaler plays a vital role for distributing of products. The majority of customer chooses road transportation for delivering goods. The company depends on private transportation for delivering products. According to size of order the company takes time for delivering goods. The Asian Paints promotional activities provide depending on market situation. The majority of respondents Views Company provide sales promotional activities for making more sales. Based on the size of purchases the company provides free gifts. The majority of customer viewed Asian Paints provides free gifts rarely. The maximum no. of respondents viewed Asian Paints Ltd is good industry for paint making and satisfies the requirements of customer.
SUGGESTIONS
With the best of my knowledge gained through this limited period study, I would like to offer the following suggestion which may help in improving the distribution network, increase of sales, and continue the market leadership, products of Asian Paints.
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ASIAN PAINTS LTD The supply line must be improved so that availability will be more. This would help the company in gaining a winning edge. It should increase its own transport. It should give more emphasis to local market. It should improve its automatic packing system to save time and as well as cost of manpower. The company must continuously improve its technology and product quality so that it will have a winning edge. The retailer and wholesaler must be given more incentives and benefits. Furthermore the company should increase the dealership network. A fixed pricing has to be maintained according to the prevailing and changing market on a regular basis. The company is the market leader now. Hence it must apply them defensive strategies to maintain its market share.
86
ASIAN PAINTS LTD
CONCLUSION
Conclusions are drawn from all areas of works are as follows. Asian Paints Ltd. is a well established company. It is further oriented and developed oriented because it has to plan to install another paint machine and another captive power to increase its production. It has a good auditing system for checking of financial position. It has very well security system in Asian Paints ltd. there is more number of contract workers than permanent workers which helps in reducing the system of workers unrest. The company manufactures different quality of paints to meet the various needs of different buyers belonging to different economic zones. So it helps in increasing market share. The company maintains sufficient stock of different types of paints which helps in eliminating the situation of stock out. The price is fixed by management. It is a positive point because there is no biasness in fixing price.
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ASIAN PAINTS LTD The company offers discount on bulk purchases which attracts big buyers. It sales its product on credit also which helps in increasing its sales and automatically its profits. It executes its orders within very few days which motivate the customers to deal with the company. This has good packaging system and has its own packaging designer. It gives more emphasis on quality and customer satisfaction. All the executives and workers are very co-operative. It has no promotional activities to sale the paints; this indicates that it has enough confidence on its brand name which helps in selling the product. The company does not undertake any export activities.
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ASIAN PAINTS LTD

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

VISION, MISSION AND QUALITY POLICY

VISION:Pranveer Singh Institute of Technology, Bhauti, Kanpur. 5

ASIAN PAINTS LTD

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

PRODUCT AND SERVICE PROFILE

Product Name: Asian Paints Acrylic Wall Putty

Product Name: Asian Paints Wood Primer

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

Product Name: Aspa especially designed for 2 wheelers

Unmatched coverage Quick drying High gloss level 9

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

Good Distinctiveness of Image(DOI) feature giving mirror like finish

The product range is as follows:

Product Name: Protective Coatings

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

% of share 0.16% 6.87% 1.55% 4.72%

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

ACHIEVEMENT & AWARDS

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

WORK FLOW MODEL (END TO END)

DISPATCH Pranveer Singh Institute of Technology, Bhauti, Kanpur. 17

ASIAN PAINTS LTD

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

MCKINSEY 7-S FRAME WORK

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

HARDWARE: comprises of 3 elements

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

Resident Director (CEO)

MANAGER (Territory Development) Executive General

Assistant Manager Executive Accountant Store Manager

Asst. Manager HR Assistant

Executive (Quality Control)

Customer Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD Executive Manager

ASIAN PAINTS LTD

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

ASIAN PAINTS LTD

MARKETING:Managing Director Sr. Manager Service Assistant general manager

Mktg off. (1)

Mktg off. (2)

Mktg off. (3)

Mktg off. (4)

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

FINANCE DEPARTMENT:Hierarchy of the Finance department:FINANCE MANAGER

ASST. A/C MANAGER

Pranveer Singh Institute of Technology, Bhauti, Kanpur.

Pranveer Singh Institute of Technology, Bhauti, Kanpur.