Escolar Documentos
Profissional Documentos
Cultura Documentos
Acknowledgment
My summer training with Asian paints Limited is a lifetime experience
that I will cherish throughout my career. This project has provided me a
great opportunity to experience the work culture and work process of
Asian paints project sales division.
This project can never be prepared by the singular efforts but I also demand
the help and guardians of some conversant person who under pin actively
or passively in the completion of a successful project.
I am also grateful to Mr. Ajay Sharma (Area Sales Executive) for his
valuable guidance, advice, suggestion and constant encouragement
rendered to me at every stage.
I would like to thank to Prof. Sudipto Mitra (campus head) and faculty
member Prof. Mahua Banerjee who were always there for my help
whenever needed.
SUVADEEP BAGCHI
MBA (Marketing)
INTERNATIONA
L BUSINESS SCHOOL, KOLKATA
Table of Contents
Component Page No
List of figures 3
List of Tables 4
Executive Summary 5
Company Profile 8
Objectives 12
What is Paint 14
Concept of builders 23
Time Scheduling 29
Research Methodology 31
Data Analysis 40
Findings 79
Recommendation 80
Conclusion 82
References 83
Appendices 84
Abbreviations 86
Annexure 87
Page |3
List of figure
Page |4
XI. SCREE PLOT showing the Eigen values according to the Components 53
XIX. A Pie chart to described Builder satisfaction in value for money of APL 64
product
XX. Bar graph to described different types of builders satisfaction in value for 65
money of APL product
List of tables
Table Description of table Page
No. No.
a. Comparative time scheduling of numbers of days planed & 29
actual work
d. Result of Z-test 48
products
o. 68
Percentage of responded builders in pre-selling services of APL
APL
finish
Page |6
Page |7
Executive Summary
1. Introduction: -
Customer Satisfaction is the buzzword used by the business people for the
success of organization in the present days. Due to the increases of heavy
competition in every product –line it become difficult for the companies to
retain the customers for longer time. So retain the customer for longer time
the marketer has to do only one thing i.e. customer satisfaction .If customer
is fully satisfied by the product it not only rub the organization successfully
but also fetch many benefits for the company.
Aim of this project is to find out satisfaction level of builders towards the
APL Company and also categories the builders according to company’s level
plan.
3. Methodology: -
Builders. Satisfied builders usually return and buy more; they convey
other builders about their experiences and make them loyal towards
provide better facility and strategy to provide better after sales service
to builders.
etc.
Page |9
P a g e | 10
Company profile
1. Introduction:-
Asian Paints is India's largest paint company and ranked among the top ten
Decorative coatings companies in the world with a turnover of INR 66.80
billion. Asian Paints along with its subsidiaries have operations in 17
countries across the world with 23 paint manufacturing facilities, servicing
consumers in 65 countries through Berger International, SCIB Paints –
Egypt, Asian Paints, Apco Coatings and Taubmans.
2. Vision:-
Asian Paints aims to become one of the top five Decorative coatings
companies world-wide 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.
3. History:-
Today:-
Asian Paints becomes the 10th largest decorative paint company in
the world
P a g e | 11
Asian Paints is more than twice the size of its nearest competitor
It is one of the most admired companies in India
Present in 22 countries with 27 manufacturing locations, over 2500
SKU's, Integrated SAP - ERP & i2 - SCM solution
Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue
chips by Hindu Business Line; Most admired company to work for by
ET-BT survey, 2000
On the recommendations of Booz, Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International
business units and adopted SCM and ERP technology
Asian Paints aims to become the 5th largest decorative paint
company in the world.
1967
Asian Paints emerges as India's leading paint company ahead of any
international competition.
1957 - 66
The family-owned company makes the transition to a professionally
managed organisation.
British company Balmer Lawrie rejects the products of a giant British
paint company in favour of Asian Paints.
Asian Paints embarks on an ambitious grassroots marketing campaign,
partnering with thousands of dealers in small towns all over India.
1954
Asian Paints mascot, Gattu, the mischievous kid, is born.
1945
Asian Paints touches a turnover of Rs. 3, 50,000, with an innovative
marketing strategy "to reach consumers in the remotest corners of the
country with small packs."
1st February, 1942
P a g e | 12
They name their company 'The Asian Oil & Paint Company', a name
1. Human Resources
Asian Paints believes that people are its strongest assets, for a company
can go only as high as its people aim. It is people who innovate and invent,
and who engineer the efficiencies that make a business succeed. It is they
who drive growth and lead to greater heights. At Asian Paints, our human
resources systems are designed to create a focused, performance oriented
and agile company. Talent pools of over 4700 employees employed across
23 countries bring in a unique blend of mindsets and skills.
An open and interactive work culture brings out the best in our people. A
sense of ownership and freedom to experiment at their workplace brings
out creativity and innovation in every individual. Excellent training is
provided to develop leaders and re-strengthen competencies from within
the organization. Besides encouraging achievers from within the
organization, we absorb the best talent from some of the best management
and technology institutes in the country.
We hire people who are best suited to the job and whose personal goals are
in alignment with our corporate purpose. Thus, the task is cut out for every
P a g e | 13
The commitment of our people and their sense of discipline and ownership
continue to drive growth for our company.
P a g e | 14
Objectives
“Knowledge must not be confined to ivory towers;
but step out and find practical applications”
1. Primary Objective: -
2. Secondary Objective: -
What is paint?
Definition:-
Purpose of painting:-
To protect the surface.
To decorate the surface.
To hide the surface.
Aesthetics & Identity
Components of paints:-
Pigment
Binder
Solvent
Additives
P a g e | 17
Pigments: -
By pigments we mean the insoluble solid substances, supplied in
fine particles sizes which give the dried paint film its desired color,
hiding and other optical properties and also to confer increased
hardness, durability and protective properties.
Pigments have also been found to affect the consistency and the
application properties of the paints consistency and the application
properties of the paints considerably.
Vehicle: -
Vehicle, which is also called Binder or medium for paints, is the
firm forming material; which binds the pigments and keeps them
in suspension in a film.
These clear media are of considerable importance, since they
control to a great extent many of the fundamental properties of
the coating.
To ease and manner of application; speed of dying under various
conditions and properties like protection against corrosion and
resistance to different chemicals are all largely dependent on the
other type of medium used.
Vehicle can be broadly classified into two- non synthetic type and
synthetic type. Non-synthetic medium for paints may be either a
processed or unprocessed drying type vegetable oil or a
varnished medium made by cooking vegetable oil with naturally
occurring resin.
Synthetic resins are made by the interaction of different
chemicals and sometimes these are modified by naturally
occurring materials like vegetable oils or rosin (naturally
occurring resin).
The synthetic resins are tailor made materials and are designed
to suit the requirements desired. Often more than one synthetic
medium are in use of synthetic enamel to meet different
performance requirements desired in the product.
Solvent: -
It might be assumed that because the solvents of paint are
ultimately lost evaporation, their importance is small relative to
that of the other ingredients. In practice, considerable knowledge
P a g e | 18
Painting Surface
Figure I
Figure II
The unorganized sector controls around 35% of paint market, with the
organized sector accounting for the balance. In the unorganized
segment, there are about 2000 units having small and medium sized
paints manufacturing plants.
P a g e | 21
The unorganized sector has historically been dominant due to the high
excise structure.
Over the last five years, the excise rates have come down drastically
from 40% to 18% resulting in erosion of the unorganized sector’s
share.
Also new technology is being used for increasing the utility and
lifespan of paints. Indian industry will have to keep pace with global
technological changes to maintain their competitiveness.
Already a few alliances have been entered into and the number is
likely to increase in the future.
The outlook for the industry is positive especially given the good
prospect for automotive and white goods industry.
Figure III
Brand equity
a wide range of shades
distribution strength efficient working capital management
Figure IV
Figure V
P a g e | 25
Concept of builders
1. Definition:-
A builder is responsible for the construction of masonry structures.
Their work can involve sheet rock, ceramic tile, painting, personnel
deal with material estimates and labor projections.
employees are qualified for the work, and working with property
inspectors to ensure that the structure meets the building code.
Typically, builder has a large staff so that it can have several projects
underway at once, and the staff includes people experienced in many
different aspects of construction, from lawyers who handle
construction issues to foremen with extensive experience in the field.
The services offered by a builder can vary widely. Many choose to
specialize in particular types of projects, such as Residential &
Commercial Complexes, Office Buildings and Township, Shopping mall,
Hospital, Institution, Clubs & resort, Hospitality sector etc.
Builders often begin their job by helping to obtain building permits and
by surveying land so that they know what to keep in mind while
building on it, such as its drainage and natural vegetation. Once the
builder establishes that the property is ready, building begins! Builders
are on-sight during construction making sure that all of the aspects of
the structure are built properly and according to plan.
4. Types of Builders:-
There many types of builders but for my project I am concern those
builders who construct masonry structure. According to my project I
differentiate the builders in basis of their working process and Asian
paints Company segmented the builders on the basis of their capacity
for betterment of their service.
Figure VI
Mid rank builders:-Those builders come under the Mid rank builders
Construct not more than three projects in year.
Construct only Residential & Commercial Complexes.
Remain personally involved with a project from start to finish.
Small:-
Figure VII
Ongoing: - On going projects are those which are started but not ready for
painting. It is segmented by three categories:-
Starting phase
Under construction
Fully completed
Under follow-up:- Ready for painting but yet not painted for final decision.
It is also segmented by three categories for its time duration:-
Hot (0 – 60 days)
Warm (60-120 days)
Cold (120+ days)
Time Scheduling
In this project I have some work plan and its execution. My project is of 60 days,
i.e., 2 months.
Table a
Actual work
Product knowledge 3 2
style
Questionnaire preparation 1 2
Sonarpur
Tollygunge
Dumdum
para
Ballygunge
road
Figure VIII
Research methodology
Research Framework:-
session, objectives were selected and the set on the base of these
objectives, a questionnaire was designed giving major emphasis by
gathering new ideas or insight so as to determine and bind out solution to
the problems.
Research Process:-
Research approaches
Research Instruments
Contact methods
Research plan:-
Time span – 12.05.2010 to 12.07.2010
Total 8 weeks working.
Actual field working-
1. To identify the project work.
2. To meet Builders directly on the project site or in
their office as their availability.
3. To meet promoters directly on the site.
Introduction and gathered product knowledge – 5 days
Data collection time – 5 weeks & 2 days.
Analysis of the data -1 week.
Final Preparation of project – 1 week.
Research design:- Marketing research can classify in one of three
categories: -
Exploratory research
Descriptive research
Causal research
Data types and sources: - For this project both primary and
secondary data were the most valuable source of information.
Secondary Data
Before going through the time and expense of collecting primary
data, one should check for secondary data that previously may have
been collected for other purposes but that can be used in the
immediate study. The secondary data was the most important
source for my project to find out the builders. In my project the
secondary data are collected from –
List of builders addresses given from company.
Internet.
Newspaper.
Magazines.
Company web site.
Secondary data has the advantage of saving time and reducing data
gathering costs. The disadvantages are that the data may not fit the
P a g e | 36
Primary data
Often, secondary data must be supplemented by primary data
originated specifically for the study at hand. Primary data are data
freshly gathered for a specific purpose. In my project the source of
primary data is Questionnaire Method.
Questionnaires.
Psychological tools.
Mechanical Devices.
Qualitative Measures.
From the above mentioned research instruments I had used only
Questionnaires technique to find out the builders satisfaction
towards Asian paints Company.
Sample Size: - large sample give more reliable result than small
sample, so for this reason I had taken around 70 builders to find out
the proper satisfaction level.
P a g e | 39
Table b
Unit Numbers
Key account 10 builders
Mid rank builders 25 builders
Small or promoter 35 builders
Data Analysis
Sampling method: - The sampling method for this study is as far as
possible Normally Distributed.
P a g e | 42
Figure IX
The sampling is done kept in mind to achieve some realistic results. The
Qualitative and Quantitative analysis samples were obtained by
Probability Sampling Method (where every sample from the
population of builders has equal chances of being selected). – Simple
Random Sampling. (Samples were randomly selected from the
population of builders).
Table c
5 4 3 1
2
Z- Test
Reliability analysis
Factor analysis
Z-test: - A Z-test is any statistical test for which the distribution of the
z=x-μH0σp/n
relative importance of the different items is not the same. The term
difficult or impossible.
X = WXW
Where; D
Hypothesis Testing
P a g e | 47
Flow of Hypothesis:-
Figure X
Hypothesis 1:-
Null hypothesis = H0 = Builders are not satisfied with the
coverage of Asian paints products.
Alternative hypothesis = H1 = Builders are satisfied with the
coverage of Asian paints Products.
Hypothesis 2:-
Null hypothesis = H0 = Builders are not satisfied with the
longevity of Asian paints products.
Alternative hypothesis = H1 = Builders are satisfied with the
longevity of Asian paints products.
Hypothesis 3:-
Hypothesis 7:-
Null hypothesis = H0 = Reputation of the Asian paints
company plays insignificant role in project sales division.
Alternative hypothesis = H1 = Reputation of the Asian paints
company plays significant role in project sales division.
Hypothesis 8:-
Null hypothesis = H0 = Easy doing business plays insignificant
role in project sales division.
Alternative hypothesis = H1 = Easy doing business plays
significant role in project sales division.
Hypothesis 9:-
Null hypothesis = H0 = Asian paints is unreliable brand to
builders.
Alternative hypothesis = H1 = Asian paints is reliable brand to
builders.
Hypothesis 10:-
Null hypothesis = H0 = Asian paints is not preferable brand to
builders.
Alternative hypothesis = H1 = Asian paints a preferable brand
to builders.
Hypothesis 11:-
P a g e | 49
Z Test
Table d
• H0 = 3
• H1 > 3
• H0 = 3 Rejected
• H1 > 3
• H0 = 3
• H1 > 3
• H0 = 3
• H1 ≠ 3
• H0 = 3
• H1≠3
• H0 = 3
• H1 > 3
• H0 = 3
• H1 > 3
• H0 = 3
• H1 ≠ 3
Reliability Analysis
The reliability of each scale was assed via ‘item to total correlation ( a
method used to understand the reliability of a particular measure where in
the responses of individual item in the measure and the sum total of the
responses of all the items in the same measure are tested for correlation)
and Cronbach coefficient alpha. The results of the reliability analysis are as
follows:-
Table 2
d tion
Product Coverage 21.756 21.441 .5361 0.3435 .8017
9 7
longevity .5492 0.3093 .7996
20.716 19.825
Quality .5750 0.3553 .7955
5 0
Value for money .4944 0.2724 .8066
21.345 20.410
Product range 0 5 .5715 0.3370 .7962
21.408 20.942 .7988
8 2
20.971 20.639
6 3
15.168 17.737
4 0
from the scale: if any of these values are less than about 0.3 then
problems will arise because it means that a particular item does not
correlate very well the scale overall. Items with low correlations may
The values in the column labeled Alpha if item deleted are the values
particular item were deleted. The overall α is 0.823 and so all values
that the deletion of that item improves reliability. Therefore, any items
P a g e | 54
Finally, and perhaps most importantly, the value of Alpha at the very
Factor analysis
As the first step in examining the validity of each measure,
All the items of all the measures were factor analyzed together to test
Varimax Rotation).
The factor loading represented the correlation between the items with
of 0.40 was used to indicate the loading of any factor. The results of
Sphericity.
Table f
df .378
Sig. .000
P a g e | 56
Sample size
The K.M.O value of 0.711 indicates that the condition is “good” for further
tests to be carried out.
Bartlett’s test
This tests whether the correlations between questions are sufficiently large
for factor analysis to be appropriate. In this case it is significant (x2 (378) =
2989.77, p < .001 indicating that the correlations within the R-matrix are
sufficiently different from zero to warrant factor analysis
Now I have the SCREE PLOT showing the Eigen values according to the
Components that are being considered for the Factor Analysis:-
Figure XI
P a g e | 57
Communalities
Initial Extraction
ID 1.000 .745
Table 0
P a g e | 58
Extraction
SPSS has extracted 5 factors based on Kaiser’s criterion of retaining factors
with eigenvalues greater than 1.Kaiser’s criterion is accurate when there
are less than 30 variables and the communalities after extraction are
greater than 0.6. For these data, there are 14 variables and the mean
communality is 0.635 so extracting five factors are warranted.
Table h
Component
1 2 3 4 5
a. 5 components extracted.
P a g e | 60
Note
Five factors have been extracted, based on my criterion that only factors
with eigenvalues of 1 or more should be extracted. Cumulative percentage
of variance explained column extracted five factors together account for
63.4% of the total variance (Information contained in the original ten
variables).
Extraction
Looking at the pattern matrix and using loading greater than 0.4 as
recommended by Stevens, we see the following pattern:-
Table i
Quality preferred
Product range
Company value
Reliability
Result at a glance
Figure XII
The questioner is
Reliability
fully reliable.
Analysis
Interpretation:-
Figure XIII
55.7% of builders
are satisfied with
the coverage of
Comments: - Most of the respondents (Builders) approached were satisfied
APL Products.
with the coverage of APL Products. 21.4% of builders
are fully satisfied
Satisfaction of different types of with the
coverage of APL
products.
builders with the coverage of APL Very negligible
numbers of
products builders are
dissatisfied
(11.4%) and fully
dissatisfied
Figure XIV (7.14%).
4.2% of builders
are neutral to
Interpretation:-
P a g e | 64
50% of key account builders, 60% of mid rank builders & 54% of small
promoter are satisfied with coverage of APL products.
20% of key account builders, 24% of mid rank builders & 20% of small
promoter are fully satisfied with coverage of APL products.
Very small amount of builders are dissatisfied and fully dissatisfied
with the coverage of APL products.
Most of the builders are satisfied with the coverage of APL products.
Figure XVI
Interpretation:-
In key account 40% builders are satisfied, 20% are builders fully
satisfied, 20% are builders neutral, 10% builders are dissatisfied & 10
% builders are fully dissatisfied with the APL products longevity.
In Mid rank builders account 48% builders are satisfied, 32% builders
are fully satisfied, 12% builders are neutral, 8% builders are
dissatisfied & 4% builders are fully dissatisfied with the APL products
Longevity.
In account of small promoter 46% builders are satisfied, 34% builders
are fully satisfied, 9% builders neutral, 6% builders are dissatisfied &
3% builders fully dissatisfied with the APL products longevity.
Most of the builders are satisfied with the APL products longevity.
Fully dissatisfied 0 0%
Total 70 ≅ 100%
Interpretation:-
80% builders
Comments: - It seems all builders feel that quality ofare
APLsatisfied
products &
is great.
11.4% builders
are fully
satisfied with
quality of APL
Satisfaction of different types of products.
Only 1.4%
builders with the Quality of APL builders are
not satisfied
products with the APL
products
quality.
Figure XVIII 7.1% of
builders are
Figure XVII
Interpretation:-
In key account 60% of builders are satisfied, 30% of builders are fully
satisfied, 10% of builders are neutral and not a single builders are
dissatisfied with the quality of APL products.
In Mid rank builder account 80% of builders are satisfied, 8% of
builders are fully satisfied, 8% are neutral and not a single builders are
dissatisfied or fully dissatisfied with the quality of APL products.
It seems most of the builders feel that the qualities of APL products are
never make them dissatisfied.
P a g e | 67
Interpretation:-
Figure XIX
45% of
builders are
Comments: - In this category, a huge numbers of builders felt to
satisfied with
understand the exact meaning of value for money, sothe
thatvalue
they give
of neutral
suggestion. money of APL
products.
A huge number
Satisfaction of different types of of builders
give neutral
builders with the value for money (32%)
suggestion in
of APL products this category.
A negligible
numbers of
builders
Figure XX
P a g e | 68
Interpretation:-
In key account 70% builders are satisfied, 20% builders are fully
satisfied and 10% of builders are dissatisfied with the value for money
of APL products.
In Mid rank builders account 52% of builders satisfied, 16% are fully
satisfied, 24% are neutral and 4% are dissatisfied.
There is certain fall in satisfied and fully satisfied level from key
account to small promoter. It seems most of the key account builders
are satisfied but the small promoters are not as much satisfied like key
account.
Figure XXII
Interpretation:-
In key account 40% of builders are satisfied, 20% are fully satisfied,
30% are neutral and 10% are dissatisfied.
60% of mid rank builder are satisfied, 20% are fully satisfied, 16% are
neutral and 4% are dissatisfied with the products range of APL.
Satisfaction level of key account is less than the satisfaction level of
mid rank builders and small promoters.
Dissatisfied 7 7.14%
Fully dissatisfied 3 4.28%
Total 70 ≅ 100%
Interpretation:-
Figure XXIII
71% of builders
are satisfied &
14%
Comments:-It seems pre-selling services of APL make are fully
builders satisfied.
satisfied with
the pre-selling
Figure XXIV
Interpretation:-
In key account 70% builders are satisfied, 10% are fully satisfied while
20% are dissatisfied with the pre- selling services of APL.
Pre-selling service is not adequate with the small promoters. It seems
that company not gives much importance to the small promoters as
what they give the key account and mid rank builders.
In Mid rank builders account 84% of builders are satisfied while 16%
are fully satisfied.
P a g e | 71
Interpretation:-
Figure XXV
In this category,
21% builders are
Comments: - Dissatisfaction and fully dissatisfaction level are
satisfied high in this
and
category related to other categories. 20% are fully
satisfied.
Builder satisfaction in post- 17% builders are
dissatisfied and
selling services of APL 14% builders are
fully dissatisfied
while 27% are
neutral to give
Figure XXVI
their
suggestion.
P a g e | 72
Interpretation: -
In key account 30% of builders satisfied, 10% are fully satisfied, 20%
are neutral while 20% each in dissatisfied and fully dissatisfied
category.
In mid rank builders account 20% are satisfied, 16% are fully satisfied,
36% are neutral, 12% are dissatisfied while 16% are fully dissatisfied.
In small promoter category 20% of builders are satisfied, 26% are fully
satisfied, 23% are neutral, 20% are dissatisfied while 11% are fully
dissatisfied.
Yes 11 16%
No 59 84%
Total 70 100 %
Interpretation:-
Figure XXVII
16% of builders have
knowledge of
Comments:-
texture finish while a
Majority of the builders are not introduced with
largethe texture
chunk of finish.
Builders of key account and some of mid rank builders
builders account
(84%) did have
knowledge of texture finish. It seems that there is noany
not have uniformity about
the knowledge of texture finish. knowledge of
texture finish.
P a g e | 73
Interpretation:-
Rank 1 has been given to ICI 29% builder, 14% to BERGER, 21% to
Nerolac, 3% to Shalimar, 26% Asian paints and 7% to other paint
company.
Rank 2 has been given to ICI 21% builder, 17% to BERGER, 19% to
Nerolac, 6% to Shalimar, 17% to Asian Paints and 7% to Other Paint
Co.
Rank 3 has been given to ICI 21% builder, 29% to BERGER, 19% to
Nerolac, 6% to Shalimar, 17% to Asian Paints and 9% to other Paint
Co.
Ran 4 has been given to ICI 14% builder, 14% to BERGER, 21% to
Nerolac, 31% to Shalimar Paint, 4% to Asian Paints and 10% to other
Paint Co.
Rank 5 has been given to ICI 4% builder, 14% to BERGER, 11% to
Nerolac Paint, 29% to Shalimar, 21% to Asian Paints and 20% to other
Paint Co.
Rank 6 has been given to ICI 10% builder, 11% to BERGER, 9% to
Nerolac Paint, 3% to Asian Paints and 43 % to Other Paint Co.
According to builder’s
satisfaction in paint Quality,
coverage and longevity
Figure XXXII
P a g e | 75
Interpretation:-
Interpretation:-
Rank 1 has been given to ICI 17% builder, 14% to BERGER, 14% to
Nerolac, 11% to Shalimar, 18% Asian paints and 24% to other paint
company.
P a g e | 76
Rank 2 has been given to ICI 23% builder, 17% to BERGER, 20% to
Nerolac, 7% to Shalimar, 24% to Asian Paints and 8% to Other Paint
Co.
Rank 3 has been given to ICI 17% builder, 18% to BERGER, 8% to
Nerolac, 24% to Shalimar, 17% to Asian Paints and 14% to other Paint
Co.
Ran 4 has been given to ICI 7% builder, 21% to BERGER, 21% to
Nerolac, 14% to Shalimar Paint, 11% to Asian Paints and 24% to other
Paint Co.
Rank 5 has been given to ICI 21% builder, 11% to BERGER, 21% to
Nerolac Paint, 13% to Shalimar, 17% to Asian Paints and 16% to other
Paint Co.
Rank 6 has been given to ICI 14% builder, 17% to BERGER, 14% to
Nerolac Paint, 30% to Shalimar, 11%to Asian Paints and 13 % to Other
Paint Co.
P a g e | 77
Strengths Weakness
APL is a market leader. Post-selling service is a
Corporate image of APL is major area to improve.
tremendous. On time delivery is also
Establish brand for all an area to improve.
economic segment. Inadequate sales force
Good range of product to cover up the Kolkata
backed by project division. project area.
Good quality of product
has increased the builder
confidence.
A well managed Company
with efficient Sales Force.
The company is giving lot
of support to builders
which increase the
confidence of them and
value for money.
Opportunity Threat
Relation build up with the Local paint companies
builders is to make them are playing a significant
loyal and more business. role in builder project
To gain builders sector.
confidence proper and Foreign companies may
better services has to be enter any moment in
provided. Kolkata project area.
P a g e | 78
Findings
After doing the factor analysis I found that most of the builders are
but the comparative analysis shown that builders (Mid rank builders &
Some of the key account builders are going for local paint company,
such as Raj Paints and Century Paint. They are the upcoming
competitor of APL.
After completion of factor analysis I found that most of the builders are
Pre-selling services of APL are not up to the mark in mid rank builders
Builders are satisfied with the range of product and value for money in
APL Company.
The texture finish of APL has a good response from key account
absent.
Recommendation
Primary:-
like -
Appointm
Site
Painting
Paints
Satisfaction
Understand
Fulfill
Asian
APL sourced
Interaction
Relationship
Applicato
New
Relationship
Sales
project
Oldpaints
Understands
Telephone survey
sales
color
center for
ent
survey
system
through
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P a g e | 81
Painting
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en with
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Figure XXXIVV
builders acquisition
Secondary:-
promoter.
Special attention is required for small/Mid rank builder project who will
Conclusion
builders and find out satisfaction level was my work and obviously I had to
face some resistance in the way. But I have managed to counter the
resistance and this project was a great experience for me. It has given me
the opportunity to work as a full time marketing executive and I have to say
it has been a nice exposure for me to the world of marketing. There were
the end of the project I have to admit that these difficulties have made me
much more efficient. The whole system of the company has helped me a
P a g e | 83
great deal. I did not face any kind of trouble from our company. This was
All in all, it was a real great exposure for me. For a young person like
ability to work as a professional which has always been an ambition for me.
Working for number one paint company of India, Asian paints, has given me
growing mentality.
Reference
Bibliography:-
Marketing Management - Philip Kotler, Kevin Lane Keller.
Web Help:-
www.asisnpaints.com
P a g e | 84
www.spsstutorial.com
www.wikipedia.com
Appendices
• Communalities: -T he communalities for the variable are computed
by taking the sum of the squared loadings for that variable. This is
expressed below:
Abbreviation
• APL: - Asian paints limited
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Annexure 1
Questioner:-
PROJECT DETAILS
• Project Name
• Location/ Address
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BUILDER DETAILS
• Office address
Office number
SURVEY QUESTIONNAIRE
• Have you ever worked with Asian paints Company for your project? *
A) Yes B) No
• If yes then how is your working experience with Asian paints Company?
A) Poor B) Very poor C) good D)Very Good
• If very good then what are the positive point do you think Asian paints Company have?
P a g e | 89
• Excluding Asian paints what are the other paint manufactures you have worked with?
A) ICI B) Berger C) Nerolac D)Shalimar E) Others (
)
• What are the better services provided by the competitors of Asian paints Company?
• What type of extra services Asian paints is unable to provide, which the other company is
able to provide?
Product satisfaction
Service satisfaction
A) Yes B) No
• Following which Asianpaints exterior brands you prefer most? (Rank the flowing as
1,2,3,4,)
• Following which Asianpaints exterior textures finish you prefer most. (Rank the flowing
as 1,2,3,4,)
(Rank the flowing as 1,2,3,4, for very poor, poor, good and very good respectively)
• Based upon your experience please rank the following brands according to your
satisfaction.
D)Asian paints
• Based upon your experience please rank the following brands according to paint
D)Asian paints
• Based upon your experience please rank the following brands according to service of the
company.
D)Asian paints
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Annexure 2
Picture of decorative external Asian
Paints product
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