Marketing Strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market
needs and reach marketing objectives. Plans and objectives are generally tested for measurable results.
Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by
company, by industry, and by nation, however, time horizons are becoming shorter as the speed of
change in the environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned. See strategy dynamics.

Marketing strategy involves careful scanning of the internal and external environments. Internal
environmental factors include the marketing mix, plus performance analysis and strategic constraints.
External environmental factors include customer analysis, competitor analysis, target market analysis, as
well as evaluation of any elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing strategy is often to keep marketing
in line with a company's overarching mission statement. Besides SWOT analysis, portfolio analyses such
as the GE/McKinsey matrix or COPE analysis can be performed to determine the strategic focus.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to attain these
goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to
monitor progress and a set of contingencies if problems arise in the implementation of the plan.

[edit] Types of strategies | This article needs additional citations for verification. Please help improve
this article by adding citations to reliable sources. Unsourced material may be challenged and removed.
(June 2008) |

Marketing strategies may differ depending on the unique situation of the individual business. However
there are a number of ways of categorizing some generic strategies. A brief description of the most
common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified based on their market share
or dominance of an industry. Typically there are four types of market dominance strategies:

Leader

Challenger

Follower

Nicher

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic
scope refers to the market penetration while strategic strength refers to the firms sustainable
competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each
with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of
Focus-broad or narrow.

Product differentiation (broad)

Cost leadership (broad)

Market segmentation (narrow)

Innovation strategies This deals with the firm's rate of the new product development and business
model innovation. It asks whether the company is on the cutting edge of technology and business
innovation. There are three types:

Pioneers

Close followers

Late followers

Growth strategies In this scheme we ask the question, How should the firm grow?. There are a
number of different ways of answering that question, but the most common gives four answers:

Horizontal integration

Vertical integration

Diversification

Intensification

A more detailed scheme uses the categories[10]:

Prospector

Analyzer

Defender

Reactor

Marketing warfare strategies - This scheme draws parallels between marketing strategies and military
strategies.

[edit] Strategic models | This article needs additional citations for verification. Please help improve this
article by adding citations to reliable sources. Unsourced material may be challenged and removed.
(June 2008) |

Marketing participants often employ strategic models and tools to analyze marketing decisions. When
beginning a strategic analysis, the 3Cs can be employed to get a broad understanding of the strategic
environment. An Ansoff Matrix is also often used to convey an organization's strategic positioning of
their marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a defined strategy.

There are many companies especially those in the Consumer Package Goods (CPG) market that adopt
the theory of running their business centered around Consumer, Shopper & Retailer needs. Their
Marketing departments spend quality time looking for "Growth Opportunities" in their categories by
identifying relevant insights (both mindsets and behaviors) on their target Consumers, Shoppers and
retail partners. These Growth Opportunities emerge from changes in market trends, segment dynamics
changing and also internal brand or operational business challenges.The Marketing team can then
prioritize these Growth Opportunities and begin to develop strategies to exploit the opportunities that
could include new or adapted products, services as well as changes to the 7Ps.


[edit] Real-life marketingReal-life marketing primarily revolves around the application of a great deal of
common-sense; dealing with a limited number of factors, in an environment of imperfect information
and limited resources complicated by uncertainty and tight timescales. Use of classical marketing
techniques, in these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the rational
development process may be used (if at all) to screen out the worst non-runners. The design of the
advertising, and the packaging, will be the output of the creative minds employed; which management
will then screen, often by 'gut-reaction', to ensure that it is reasonable.

For most of their time, marketing managers use intuition and experience to analyze and handle the
complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying
by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of
the customer which has been absorbed almost by a process of osmosis, will determine the quality of the
marketing employed. This, almost instinctive management, is what is sometimes called 'coarse
marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists.
























esearch Project "Market Strategy of Nerolack Paints"
Market Research
On
Current Standing Of
Kansai Nerolac Paints Limited
Vis--Vis
Its Competitors
In Ghaziabad and Noida
(GHAZIABAD DEPOT)
By: Varun Singh Kalsi
PGDBM BATCH: 2007-2009
Company Guide: Faculty Guide:
Mr. Manojeet Rautrey Prof. Alpana Grover Das
Asst. Manager Assistant Professor
Kansai Nerolac, Ghaziabad Depot GHS-IMR, Kanpur
DR.GAUR HARI SINGHANIA INSTITUTE OF MANAGENMENT &
RESEARCH, KANPUR
PRAFACE
This project in the out comes of conscious attempt to understand the gap
between theories and real life aspects of business. In actual theories are
too good to be followed. Industrial interface through summer training has
been made compulsory for the fulfillment of P.G.B.D.M. course so that
student get geared up to take a deep plunge on the corporate world. This
project is the culmination of my odyssey of my two month of exclusive
study and development at KANSAI NEROLAC PAINTS LIMITED. This
gave me a lot of practical exposure and also gave me a wide scope to
acknowledge the new elements in todays market place.
Marketing is no longer a mere part of company, but drives the companys
vision, mission and strategic planning. Marketing deals with the whole
process of entering market, establishing profitable position and building
customer relationship. Customer is the king and now they are dictators.
Even MNCs move to any extent for customer delight and ecstasy. In the
highly competitive environment increasing customer demand poses a
question before each firm-How can firms survives and prosper effectively in
such a cutthroat competitive environment? This is where marketing
research can help by providing necessary link between the marketing
functions to work as a cohesive functional unit. One of the fruitful marketing
strategies is the sale promotion strategy, which can be made only after
judging the marketing potential of a particular product. This helps us in
understanding the awareness level, the interest and requirement of
customers.
DECLARATION
I hereby declare that this report MARKETING RESEARCH ON RECENT
TRENDS FOLLOWED BY KNPL IN COMPARISON WITH THE RISING
COMPETITOR ANALYSIS IN PAINT INDUSTRY is my own work, to the
best of my knowledge and belief. It contains no material previously written
by any another person.
Varun Singh Kalsi
Roll No. 0934
PGBDM
Acknowledgement
I would like to express my gratitude to all those who gave me the possibility
to complete this thesis. I would like to thank my college authorities and my
Director Mr. Prithvi yadav first for providing me the opportunity to work with
one of the most prestigious organization KANSAI NEROLAC PAINTS
LIMITED. I want to thank the head of training department Mr. Suneel Gupta
for giving me permission to commence this thesis in the first instance, to do
the necessary research work and to use departmental data.
I wish to express my gratitude to KANSAI NEROLAC PAINTS LIMITED.
management for giving me an opportunity to be a part of their esteem
organization and enhance my knowledge by granting permission to do my
summer training internship under their guidance. It gives me great pleasure
and honor in expressing my gratitude towards Mr. Manojeet Rautrey who
really provided an opportunity to work under such a big organization and
helped in recognizing the barriers of the corporate world.
I have no hesitation in expressing my thankfulness towards all the staff
members of KANSAI NEROLAC PAINTS LIMITED for their support and
motivation and helping me by all means. I am very delighted undergoing
the training programme and look forward to receive future assistance and
full-fledged co-operation from the honorable members of the organization.
I deeply indebted to my Faculty Guide Mrs. Alpana Das Grover whose help,
stimulating suggestions and encouragement helped me in all the times of
research for and writing of this thesis.
-Varun Singh Kalsi
TABLE OF CONTENTS
Preface or Abstract or Summary (iii)
Declaration (iv)
Acknowledgement (v)
List of Tables (viii)
I. Introduction 1
1. 3 Cs analysis
1.1 The Company
1.1(a) Journey of Kansai Nerolac Paints
Limited
1.1(b) Product Portfolio
1.1(b)(i) Regaining the Luster
1.1(c) Distribution Network
1.1(d) Pricing
1.1(e) Promotional Activities
1.1(f) IT Pillar
1.2 The Customers-
1.2(a) Behavior of Dealers
1.2(b) Buying Pattern
1.3 The Competitors
1.3(a) Why these 3 companies as competitors
2. Objectives of the research
3. Limitations of the research
II. Research Design Formulation
1. Definition of the information needed
2. Qualitative research
3. Methods of collecting Quantitative data
4. Scaling
5. Questionnaire
6. Selection of the sample
7. Sampling
8. Sample size
III. Data Collection
IV. Data Analysis and Findings
1. Recent Sales of Nerolac in GZB and Noida
2. Future Growth of Interior Emulsions, Exterior Emulsions, Enamels and
Distempers
3. Dealership
4. Plantation of MCD
5. Plantation of CCD
V. Suggestions
VI. Conclusion
VII. Bibliography
LIST OF TABLES
1.1 Wide Categorization of Product 11
1.2 Narrow Categorization of Product 12
1.3 Discount system 15
1.4 Nerolacs process to ascertain price 16
1.5 Asians process to ascertain price 20
1.6 Bergers process to ascertain price 21
2.1 Scaling 24
2.2 Questionnaire 1 25
2.3 Questionnaire 2 26
3.1 Questionnaire before Pilot Survey 28
3.2 Paint market in GZB 29
3.3 Paint market in Noida 30
4.1 Recent sale of Interior Emulsions of Nerolac in GZB
and Noida 31
4.2 Recent sale of Exterior Emulsions of Nerolac in GZB
and Noida 32
4.3 Recent sale of Enamels Emulsions of Nerolac in GZB
and Noida 32
4.4 Recent sale of Distemper Emulsions of Nerolac in
GZB and Noida 33
4.5 Recent sale of Emulsions, Enamels and Distemper
of Nerolac in GZB and Noida 34
4.6 Future growth of interior emulsions, Exterior
Emulsions, Enamels and Distempers 35
4.7 Recent dealership in GZB and Noida 36
4.8 Recent dealership in GZB 37
4.9 Recent dealership in Noida 38
4.10 Recent plantation of MCD in GZB and Noida 39 4.11 Recent
plantation of MCD in GZB 40
4.12 Recent plantation of MCD in Noida 41
4.13 Recent plantation of CCD in GZB and Noida 42
4.14 Recent plantation of CCD in GZB 42
4.15 Recent plantation of CCD in Noida 43
I. INTRODUCTION
1. 3 Cs analysis
1.1 The Company
1.1(a)Journey of Kansai Nerolac Paints Limited
In 1920 - Nerolac embarked its journey 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.
In 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
In 1976 - Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes
Group on acquisition of a part of the foreign shareholdings by Forbes
Gokak.
In 1983 - Goodlass Nerolac Paints Ltd. strengthened itself by entering in
technical collaboration agreements with Kansai Paint Co. Ltd., Japan and
Nihon Tokushu Toryo Co. Ltd., Japan.
In 1986 - Goodlass Nerolac Paints Ltd. turned into a joint venture of the
Tata Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of
its share capital.
In 1999 - Kansai Paint Company Ltd., Japan took over the entire stake of
Tata Forbes group and thus GNP became a wholly owned subsidiary of
Kansai Paint Company Ltd.
In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been
changed to Kansai Nerolac Paints Ltd.
1.1(b) Product Portfolio
KNPL deals in various products. Widely, products are divided into two parts
i.e Decorative and Industrial. Furthermore, Decorative products are divided
into two types i.e Household and Societies, whereas, Industrial products
are divided into original equipment and Refinish. The same you can
understand by the diagram given below:
Deeply, Decorative products are of various types i.e Interior emulsions,
Exterior emulsions, Enamels, Distempers, Wall putty, Stainers, Primers and
Varnishes.
Detail of the Decorative products is given below:
Quality | Product | Nick name used
in the market |
| INTERIOR PRODUCTS | |
1 | Nerolac Impression 24 Carat premium luxury Emulsion | Impression |
2 | Nerloac beauty Flexicoat premium Interior Emulsion | Flexi |
3 | Nerolac Beauty Premium Acrylic Emulsion | Beauty Gold |
4 | Nerolac Beauty Silky Smooth Finish Interior Emulsion | Beauty Silver |
5 | Nerolac Beauty Smooth Finish Emulsion | NBE |
| | |
| EXTERIOR EMULSIONS | |
1 | Nerolac Impression Excel Total | Total |
2 | Nerolac Impression Excel Anti-Peel | Excel |
3 | Nerolac Matt Decorative and Protective Exterior Finish | |
4 | Nerolac Suraksha Advanced Acrylic Exterior Emulsion | Suraksha
Advanced |
5 | Nerolac Suraksha Plastic Exterior Emulsion | Suraksha |
| | |
| ENAMELS | |
1 | Nerolac Impressions Hi- performance Enamel | |
2 | Nerolac Satin Enamel | |
3 | Nerolac Synthetic Enamel | NSE |
4 | Goody Synthetic Enamel | |
5 | Nerolac Pearls Lustre Finish for Interior Use | |
6 | Nerolac synthetic flat paint interior | |
| | |
| DISTEMPERS | |
1 | Nerolac beauty Premium Acrylic Distemper | |
2 | Nerolac Beauty oil bound Distemper | |
3 | Nerolac Beauty Acrylic Distemper | NAD |
| | |
| WALL PUTTY | |
| Nerolac Wall Putty | |
| Nerolac Cement Putty | |
| | |
| STAINERS | |
| Nerolac Hi- Power Universal Stainers | |
| | |
| PRIMERS | |
| Nerolac Wood Primer | |
| Nerolac Cement Primer | |
| Nerolac Water Thinnable Cement Primer | |
| Goody Red Oxide Metal Primer | |
| Neroalc Red Oxide Metal Primer | |
| Goody Universal Primer (Water Based) | |
| Goody Universal Primer (Oil Based) | |
| Neroalc Exterior Primer | |
| | |
| VARNISHES | |
| Neroalc synthetic clear varnish | |
| | |
1.1(b)(i) Regaining the luster
Paint is the generic term for a range of chemical substances that help to
protect surfaces and keep them looking good .Though there are different
types of paints for different types of Surfaces .All the paints are mixtures of
four elements: -
1. Solvents
Solvent provide its flow and enables it to be brushed on the surface.
2. Binders
Binders are for cohesion as well as adhesion to the surface.
3. Pigments
Pigments are for color and opacity.
4. Additives
Additives that give paint certain, special characteristics such as resistance
from fungus, algae and rust. A variety of paints exists for different
purposes, emulsions, distempers, luster and matt finishes exterior finishes
for walls enamels for metals and woods, melamine based polyurethane
based finishes for wood.
1.1(c) Distribution Network
Nerolacs strength of wide spread distribution network is its right arm in
generating sales revenue from all parts of India. Nerolac has a wide
distribution network of over 11,000 dealers
It has eight Sales Divisions and each division has depots to take care of
local needs. In all we have 66 depots
All this ensures complete reach in India including rural and up country
markets.
Ghaziabad depot is one of the 66 depots which cover wide area of
Ghaziabad, Meerut, Modinagar, Muradnagar, Noida, Dadri, and Greater
Noida
1.1(d) Pricing
In Paint Industry pricing plays a major role to generate a particular volume
of sales in a particular period.
Ghaziabad depot provides rebate and Discount to its dealers, so as to
calculate a price of a particular product. GZB depot provides two types of
rebate i.e Inbill rebate and CN. As the name signifies that Inbill rebate is
that rebate which directly in the bill as the purchase made on a particular
product. Whereas, CN or Credit Note is another type of rebate, which a
dealer get or company adjust in the dealers statement at the end of
calendar month.
GZB depot also provides two types of discount to its dealers i.e Cash
Discount and RPPD. Cash Discount @ 5% is that discount, which a dealer
gets, if he agrees to pay the money within 5 days from billing. Whereas,
RPPD or Regular Payment Performance Discount @ 3.5% is that discount
which a dealer get if he agree to pay the money within 28 days from billing
(GZB Depot consider month as 28 Days ). The same you can understand
by the chart given below:
Discount | Rate | Days from Billing |
| | |
CD | 5% | 5 Days |
RPPD | 3.50% | 28 Days |
Paint Industry add 12.5% as VAT (Value Added Tax) to the amount which
ascertain after deducting Inbill rebate and Discount . If any dealer do not
has Tin No. then he will not enjoy the benefit of VAT.
Process to ascertain Price in Nerolac
DPL | #### |
(-) Inbill Rebate | #### |
(i) | #### |
(-) Cash Discount @ 5% on (i)
or
(-) RPPD @ 3.5 % On (i) | #### |
(ii) | #### |
(+) 12.5% as VAT on (ii) | #### |
LANDING | #### |
1.1(e) Promotional Activities
(1) Dealer Scheme
There are various Schemes which launch for the dealers. Most of the
schemes issue by the Head Office (HO), Mumbai. And some of them may
issued By some of them may issued by the Regional office. Dealer scheme
is made so as to enhance primary sales.
(2) Contractor Scheme
As the name signifies, contractor scheme launch for the contractors. This
scheme is made so as to increase the secondary sales. The best example
of suit contractor scheme is painter meet.
(3) TSI incentive Scheme
It is one of the promotional activity which adopted by the KNPL. In this
promotional activity, if a particular TSI will achieve the target set in the
scheme at a particular period of time, he will get incentive set in the
scheme. This scheme motivates and increases the morale of the TSI and
makes an effect to the sale of the company.
(4) Gift Scheme
This scheme is somehow different from Dealer Scheme. In Dealer Scheme,
gift what made is for the dealers. Whereas, in Gift Scheme, gift launch for
the end users.
(5) Advertisement
Advertisement plays a major role to promote the sales of the product in the
market. It becomes very essential for any organization to communicate
about its product to the ultimate customers. Customers will not buy if they
dont have knowledge about the product of a particular organization.
Television, Radio, Display through boards, etc. are some means by which
an organization can made its advertisement.
Dealer Scheme, Contractor Scheme and TSI Incentive Scheme are
categorized under Push Strategies. Whereas, Gift Scheme and
Advertisement are categorize under Pull Strategies.
1.1(f) IT Pillars
Nerolac's stakeholders starting in February 2000, it has transformed its
functional based legacy systems into a process based organization wide
systems culture by investing and implementing the SAP R/3 solution. It has
also sought to leverage its vast repository of data and work towards
building knowledge based organization. In line with this vision it has
invested in a world-class data warehousing solution and in Knowledge
sharing portal. The power of IT has been further leveraged to enhance the
operational capabilities with the help of Supply Chain solutions from SAP.
As part of these implementations Nerolac today has a state of the art data
center and communication infrastructure based on VSATs / Leased lines/
ISDN/ VPN connecting all its sales offices and factories around the country
allowing online transaction processing and response backed by a state of
the art Storage (SAN) device.
Nerolac plans to now open its organization to its suppliers and customers
so as to reap the benefits of modern communication technology and E-
commerce. A part of this process it is now pursuing means for establishing
secure connectivity to the extended enterprises. Nerolac will continue to
invest in applications that make it more open and transparent to all its
stakeholders.
1.2 The Customers-
Nerolacs customers are its dealers, who assist company to increase its
sales. Most of the dealers are doing business from more than 10 years.
Thus, they easily understand your product, and also try to relate it with
other products.
1.2(a) Behavior of Dealers
Dealers give very respect to the companys representatives and behave in
such manner that these representatives will help them to increase their
business.
If we look the cards of various dealers, we can easily analyze that the
dealers have following characteristics:
(1) Believe in their Deities.
(2) Proud in their caste.
1.2(b) Buying Pattern
All the dealers mostly emphasize on landing and rebate, before buy your
product. They always try to relate a particular companys landing with the
landing providing by its competitors. They also want to know that what
rebate which your company is giving on a particular product.
1.3 The Competitors
There are various competitors existed in the market but Nerolac only
consider three companies as its competitors in paint market, i.e
(1) Asian
(2) ICI
(3) Berger
(1) Asian
Asian Paints is India's largest paint company and operates in 21 countries
and has 29 paint manufacturing facilities in the world servicing consumers
in over 65 countries. Besides Asian Paints, the group operates around the
world through its subsidiaries Berger International Limited, Apco Coatings,
SCIB Paints and Taubmans.
Asian paint company does not provide any RPPD to its dealers but provide
CD @ 5% on the amount after deduction of Credit Note, if the dealer agree
and promises to pay the money within 3 days of billing.
Asian paints company does not provide Credit Note to its dealers, which
become very benificiary for the paint company to sell its product in the
market. All dealers want that no credit will stand in the account of any
company, because it creates disputes of account settlement between
company and dealer.
Process to ascertain Price in Asian
DPL | #### |
(-) Inbill Rebate | #### |
(i) | #### |
(-) Cash Discount @ 5% on (i) | #### |
(ii) | #### |
(+) 12.5% as VAT on (ii) | #### |
LANDING | #### |
(2) ICI
ICI India Ltd is a part of the Imperial Chemicals Industries (ICI), UK which is
a world Leader in Paints. The Company has diversified interest and is not
properly a paints company. ICIL is recognized as the third largest paint
manufacturing company. The company, which was a leader in the premium
emulsion paint market,
ICI adopt same process to ascertain price which is shown above.
(3) Berger
Berger Paints is the culmination of over seven-decade process of evolution
and growth that began in 1923. Its growth has been closely linked with the
business and industrial development of modern India.
Bergers performance is anchored today in a wide variety of Decorative and
Industrial paints which continue to gain an increasing share of the highly
competitive Indian paint market.
Berger also does not provide RPPD but it gives 5.5% as CD including 0.5%
as APS i.e Advance Payment System. to its dealers.
Berger provides Inbill rebate and Credit Note to its dealers.
Process to ascertain Price in Berger
DPL | #### |
(-) Inbill Rebate | #### |
(i) | #### |
(-) Cash Discount @ 5.5% on (i) | #### |
(ii) | #### |
(+) 12.5% as VAT on (ii) | #### |
LANDING | #### |
1.3(a) Why these 3 companies as competitors
Because these three companies i.e Asian, ICI, and Berger sell its product
throughout India, whereas all other competitors do not sale its product
throughout India and comes under the segment of local manufacturers.
2. Objectives of the research
The principal objectives of this research study are:
(1) To investigate the amount of purchase of Nerolacs product which the
dealers made in a specific period (i.e in 2007 and 2008).
(2) To investigate the amount of purchase of Asian, ICI, and Bergers
product which the dealers made in a specific period (i.e in 2007 and 2008).
(3) To collect some more information about the trends that Nerolac
company is using now- a- days in the market.
(4) To collect some more information about the activities using by Nerolacs
competitors in the market.
3. Limitations of the research
(1) Time Pressure
As the research must complete within 56 days (i.e from 6th May 2008 to
30th July 2008). There was a great pressure to complete this project within
specified time.
(2) Dealers Opening Account
Our work was also to open dealers account. Thus, it became very difficult
to gather data from the dealers and also force them to open new account in
the company.
II. RESEARCH DESIGN FORMULATION
1. Definition of the Information needed
From research objectives, we can clear our thoughts that we want to find
out the sales of a particular period, what the dealer made in 2007 and 2008
relating to products of Nerolac, Asian, ICI, and Berger. We also want to find
out some more valuable information about Nerolac, Asian, ICI, and Berger
that help to examine current and rising trends following by these
companies.
2. Qualitative Research
Qualitative Research consist Exploratory Research. As the name signifies
Exploratory Research is made so as to explore the problem. Exploratory
Research is primary in nature.
3. Methods of collecting Quantitative Data
Quantitative Data consist Descriptive Research. Descriptive Research
consist survey method. Furthermore, survey method consist Telephone
interviewing, Personal interviewing, Mail interviewing and Electronic
interviewing.
For this research, personal interviewing is the best option because by this
method, we can able to take the response of the dealers and we can find
out the problem, what the dealer is facing. By Personal interviewing we can
also observe the reactions of the dealers and gain experience of how he is
doing the business.
4. Scaling
Semantic differential scale is used in the first questionnaire. Semantic
differential scale is one of the type of Itemized rating scale. Whereas,
Itemized rating scale is one of the type of Non- comparative scaling.
In this project, following scale is used in first questionnaire:
7 6 5 4 3 2 1
In the above scaling:
* 1 states 0-15% sale a dealer made in a particular period about a
particular product.
* 2 states 15-30% sale a dealer made in a particular period about a
particular product.
* 3 states 30-45% sale a dealer made in a particular period about a
particular product.
* 4 states 45-60% sale a dealer made in a particular period about a
particular product.
* 5 states 60-75% sale a dealer made in a particular period about a
particular product.
* 6 states 75-90% sale a dealer made in a particular period about a
particular product.
* 7 states 90-100% sale a dealer made in a particular period about a
particular product.
5. Questionnaire
Questionnaire is only one element of a data- collection package. Any
Questionnaire has three specific objectives:
(1) It must translate the information needed that the respondents can and
will answer.
(2) It must uplift, motivate, and encourage the respondents to become
involved in the interview, to cooperate, and complete the interview.
(3) It should minimize response error.
In the Questionnaires given below fulfill all the objectives of Questionnaire
given above. It clearly focusing on the objectives of the research, easily
motivate the dealers to convey the correct information and has very less
response error.
QUESTIONNAIRE 1
Note: In the above Questionnaire, the year 2007 and 2008 is not from
January to December but it is from January to May 2007 and January to
May 2008.This is because the problem definition clearly states that the
report should provide information about recent trends followed by KNPL
and for recently Jan- May is the option which a dealer can respond easily
as well as a balance Questionnaire also prepared which meet the second
part of problem definition i.e rising competitive era in paint industry.
QUESTIONNAIRE 2
S.NO. | NAME | ADDERSS | CONTACT | A | I | B | N | OTH'S | MCD | CCD
|
| | | | | | | | | | |
| | | | | | | | | | |
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6. Selection of the sample
All the paint industries are doing its business by transferring its product to
the dealers. Thus, in this project dealers are the respondents. But
sometime dealer was not in the shop then we identify that whether his
Munshi can provide the same information or not. And if yes then we collect
the same information from that Munshi.
7. Sampling
Purposive sampling is used in this project. Purposive sampling is one in
which the researcher identifies certain respondents as being potential able
to provide significant data on the research subject. Purposive sampling is
one of the type of Non- random sampling or Non- probability sampling.
8. Sample size
This project has used sample of 100 dealers.
III. DATA COLLECTION
In this project the data collected is primary in nature. First, a pilot survey
was conducted and a finding made that dealers are not providing right
information and hesitating to tell his sales during a particular period. Thus,
a new questionnaire was prepared which become very helpful to meet the
objectives of questionnaire as well as research.
Following is the Questionnaire that was before Pilot survey:
S.No. | Name | Sales(Jan-May) |
| | 2007 | 2008 |
| | N | A | I | B | N | A | I | B |
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This project covered mostly every paint market in Ghaziabad and Noida.
Following are the areas of paint market in Ghaziabad:
Following are the areas of paint market in Noida:
IV. DATA ANALYSIS AND FINDINGS
1. Recent Sales of Nerolac in GZB and Noida
Following figures ascertain by the steps given below:
(1) Choose Questionnaire 1 for this purpose.
(2) Then, add all the points which a product gets in the period from Jan
2008 to May 2008.
(3) And, then convert those figures in pie- chart by the usage of Excel
sheet.
In the pie- chart given above, we can easily understand that the sale of
Beauty gold and Beauty Smooth is highest in Ghaziabad and Noida, under
the category of Interior Emulsions.
In the pie- chart given above, we can easily understand that the sale of
Suraksha is highest in Ghaziabad and Noida, under the category of
Exterior Emulsions.
In the pie- chart given above, we can easily understand that the sale of
Synthetic Enamel is highest in Ghaziabad and Noida, under the category of
Enamels.
In the diagram given above, we can easily understand that the sale of
Beauty Acrylic Distemper is in its peak in Ghaziabad and Noida, under the
category of Distempers.
Recent Sales of Emulsions, Enamels and Distempers of Nerolac in GZB
and Noida
In the above pie- chart, we can easily analyze that Synthetic Enamel
provide the highest contribution of 23% and Beauty Acrylic Distemper of
16%, in recent sales of Emulsions, Enamels and Distempers of Nerolac in
GZB and Noida.
2. Future Growth of Interior Emulsions, Exterior Emulsions, Enamels and
Distempers
Following figures ascertain by the steps given below:
(1) Choose Questionnaire 1 for this purpose.
(2) Find the difference of the points of a product which it gets in between
Jan- May 2007 and Jan- May 2008.
(3) Then, add the difference of points of quality product of Nerolac, Asian,
ICI, and Berger.
(4) Then, add all above resulting answer of all responses of the dealers.
(5) And, then convert those figures in pie- chart by the usage of Excel
sheet.
In the above diagram, we can easily analyze that there is good future
market of Impression, Beauty Silver, Excel, and Satin Enamel. Whereas,
there is drastic decline future market of Flexicoat, Beauty Smooth
Emulsion, Synthetic Enamel, Pearl luster, and Beauty Acrylic Distemper.
3. Dealership
Following figures ascertain by the steps given below:
(1) Choose Questionnaire 2 for this purpose.
(2) Then, categorize the dealers on the basis of different combinations
which are made from the four companies namely Nerolac, Asian, ICI and
Berger.
(3) Then, divide the above dealers on the basis of region i.e GZB and
Noida.
(4) Then convert the above result in pie- charts by the usage of Excel
sheet.
Following are the analysis which we can make from the diagram given
above:
1. There are 33% dealers who do not have any dealership from any
company. Thus there is an opportunity for Nerolac to convert them in the
name of Nerolac.
2. Mostly dealers do not have much capital to do business with more than
one company.
3. And this percentage diminishes as the number of dealership with
different companies increases.
Following are the analysis which we can make from the diagram given
above:
a. In GZB, there is 39% opportunity for Nerolac to convert Non- dealer of
any company in the account of Nerolac.
b. Mostly dealers do not have much capital to do business with more than
one company.
c. And this percentage diminishes as the number of dealership with
different companies increases.
Its very difficult to ascertain the future Dealership of Nerolac, Asian, ICI,
and Berger in Ghaziabad and Noida, because it depend on various factors.
4. Installation of MCD & CCD -
Following figures ascertain by the steps given below:
(1) Choose Questionnaire 2 for this purpose.
(2) Then, categorize the dealers on the basis of different combinations
which are made from the four companies namely Nerolac, Asian, ICI and
Berger.
(3) Then, divide the above dealers on the basis of region i.e GZB and
Noida.
(4) Then convert the above result in pie- charts by the usage of Excel
sheet.
Following are the analysis which we can make from the diagram given
above:
1. There are 50% dealers who do not have any distemper in his outlet.
2. Here also we can analyze that dealers do not have much capital to install
dispensers of different companies.
3. And this percentage decreases as the installation of different companies
increases.
The above data collect from 57 dealers in Ghaziabad.
Following are the analysis which we can make from the diagram given
above:
1. There is 48% opportunity for Nerolac Company to convert these dealers
in the side of Nerolac.
2. Here also we can analyze that dealers do not have much capital to install
dispensers of different companies.
3. And this percentage decreases as then installation of different
companies increases.
Its very difficult to ascertain the future plantation of MCD of Nerolac, Asian,
ICI, and Berger in Ghaziabad and Noida because it depend on various
factors.
V. SUGGESSIONS
1. Company should avoid delay in transmission of Dealers CN amount.
2. Company should create proper stock so that it can become possible to
meet the demand, as and when it creates.
3. There should be timely disposition of products to the dealers, so that no
difficulties will create for the dealers in further transmission of products.
4. Company should copy the idea of Berger and make a separate depot in
Noida to cover Noida and Greater Noida market. This suggestion will assist
the company to make a counter attack on the third point.
5. TSI should visit timely at dealers outlets.
6. Company should add one point in the diary of Nerolacs rules that if any
person working in Nerolac, want to leave from the company then he must
inform to his immediate supervisor in writing before one month. This will
help the company to select another person in the position which will
become vacate after one month.
7. Company should advertise through banners in new counters, so that no
dilemma will create in the mind of dealer relating to sales of its product
because of new counter.
VI. CONCLUSION
After thorough Market Research during my training period I get to know one
big factor that affects the Ghaziabad market is the big dealers. They
purchase in bulk and get handsome rebate from the companies and then
they supply those products in less quantities to the small dealers at less
prices, which become problem for the companies because it cannot supply
high rebates to the small dealers.
Then the major factor that affects the Noida market is closeness of Delhi.
Rates of all the products in Delhi is less, which create an opportunities for
the near dealers to buy the product in lumsum quantity from Delhi and sell
them in near market situating there. Mittal Paints in sector 11 is using this
mind to create his monopoly in the market.
VII. BIBLIOGRAPHY
1. Marketing Research Naresh K. Malhotra
2. Summer Internship Simplified Anil Mishra
3. www.Asianpaints.com
4. www.Nerolac.com
5. www.ICI.com
6. www.Berger.com