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- The Indian paint industry is a Rs 49 billion sector.
- In India the organized sector controls 70 percent of the total market
with the remaining 30 percent being in the hands of nearly 2000
small-scale units.
- The leaders in the organized paint industry are Asian Paints (India)
Ltd., Berger Group (including British Paints India Ltd.), Goodlass
Nerolac Paints Ltd., ICI India Ltd.
- Asian paints is the industry leader with an overall market share of 33
per cent in the organized paint market. It has the largest distribution
network among the players and its aggressive marketing has earned it
strong brand equity. The Berger Group and ICI share the second slot in
the industry with market shares of 17 per cent each. GNPL has a
market share of 15 percent in the organized sector.
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- Most of the paint leaders have technical tie-ups with global paint
leaders. For e.g..Berger Paints India Ltd. have its tie ups with
British Paints and exports to New Zealand, Britain and Australia.
- The per capita consumption of paints in India is very low at 0.5 kg
per annum if compared with 4 kgs. in the South East Asian nations
and 22 kgs. in developed countries. The global average per capita
consumption is 15 kg.
- In India the industrial paint segment accounts for 30 percent of the
paint market while the decorative paint segment accounts for 70
per cent of paints sold in India.
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The researcher is doing the thesis on the marketing strategies used
by British Paints India Ltd., Berger Paints India Ltd. and Asian
Paints India Ltd.. He also wants to know the effectiveness of
marketing strategies used by these business houses in the Jammu
city.
The objectives of the thesis are:
- To know the marketing strategies used by the three companies.
- To know the effectiveness of marketing strategies used by these
three companies.
- To compare the effectiveness of marketing strategies used by
British Paints India Ltd., Berger Paints India Ltd. And Asian
Paints India Ltd..
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The methodology adopted for the research is filling of
Questionnaires.
- Reasons for using Questionnaires :-
: Useful method for gathering a large no. of general data and
opinion.
: Can provide baseline data for other types of researches such as
interviews.
- Framing Questions :-
: Each question should have a purpose .
: Types of questions regarding different benefits to be considered.
: How responses will be analyzed.
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: Do a pilot run and make adjustments required.
- Analyzing :-
: Collect the data.
: Analyze the data and collect the results.
: Describe and explain the result.
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- Structure of Questionnaire :
: The Sample ± the sample here are the distributors and retailers of the
three paint companies.(50 distributors and retailers from each company)
: The Method ± the method adopted is Questions.
: The Questions ± question related to the effectiveness of marketing
strategies by paint manufacturing companies.
: The Time Scale ± by the end of the 2nd quarter of the financial year.

- Scales Used : - Ordinal Scale

- semantic scale
- likert scale (questionnaire)
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- Types of Questions asked :
- on effectiveness of marketing strategies.
- on availability and features of products.
- schemes and services provided by the companies to customers.
- on various sales promotion schemes provided to distributors and
retailers.
- public relation methods adopted by the companies.

(questionnaire)




 
1- Types of Paints preferred by distributors and retailers :
Interpretation - 68% of British Paints distributors prefer both liquid and
semi-liquid paint as compared to 60% of Asian paints and 78% of
Berger paints.
2- Extra features provided by company :
Interpretation - 88% of distributors of British Paints shows highly
effectiveness for extra features as compared to 78% of Berger paints and
84% of Asian Paints.
3- Availability of product in different quantity of packaging :
Interpretation - that 99% distributors of Asian Paints thinks that the
company is providing different packaging quantities as compared to
90% distributors of Berger Paints and only 30% distributors of British
Paints. (results)
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4- Guarantee / Warrantee :
Interpretation - 42% British Paints Distributors provide guarantee as
compared to 9.09% distributors of Berger Paints and 36% distributors
of Asian Paints.
5- Part payment facility :
Interpretation - 80% of distributors of Asian paints have high level of
effectiveness for part payment facility as compared to 64% of Berger
paints and 60% of British Paints.
6- Providing Expert painter service to customer :
Interpretation - 35% of distributors of British Paints provide expert
painter services to their customers as compared to 12% and 28% of
distributors of Berger Paints and Asian Paints respectively.
(result2)
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7- Information regarding new services :
Interpretation - 80% of distributors of Asian Paints have high level of
effectiveness for information regarding new schemes as compared to
48% of Berger paints and 35% of British Paints.
8- Sales promotion schemes for distributors and retailers :
Interpretation - 88% of Asian paints distributors have high level of
effectiveness for sales promotion schemes as compared to 64% of
Berger paints whereas British Paints have a low %age of only 45%
effectiveness regarding the sales promotion.
9- Public Relation methods :
Interpretation - British Paints distributors have low level of effectiveness
for public relation methods as compared to 48% of distributors of Asian
Paints and 40% of Berger paints. (result3)
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1- Marketing strategies used in Asian paints and Berger Paints are
more effective than British Paints India ltd.
2- Market share of Asian Paints is more than Berger Paints India
Ltd. and British Paints India Ltd. due to higher level of
effectiveness among their distributors and retailers.
3- British Paints and Berger Paints are lacking behind Asian Paints
because of following:

- Availability in different quantities of packaging.

- Guarantee and warrantee schemes given by Asian Paints are far
more better than the other two giants.
- Part payment facility is provided judicially to distributors.
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- information regarding new schemes & public relation methods
etc. are efficiently and effectively used by Asian Paints than the
other two Brands.

4- Awareness of marketing strategies is increasing as more number

of private players are entering in paint industry.
5- The Market area of British Paints is not so big as that of Berger
Paints and Asian Paints i.e. British Paints is found in the city area
only and not in far flanged area.
 
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1- British Paints India Ltd. should follow better marketing strategies
in order to occupy a better place in market.
2- The various features that should be added by British Paints are :
- availability in different quantity of packaging.
- part payment facilities should be more provided to distributors.
- efficient public relation is needed.
- information regarding new schemes and services.
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1- Distributors and Retailers are not willing to fill the questioner.
2- Less time make me unable to reach more distributors and
retailers.
3- Some company rules binds me not to go in depth of some
confidential strategies.
4- Its really a hard job to visit British Paints distributors and
retailers as this brand is not so popular in the city and finding the
shops having this brand is really a hot cup of tea.