• Market scenario

Agenda
• Stakeholders
• Painting system
• Conventional practice
• Gyproc system

• Competition
• Competition market approach
• Our Approach
• Project
• Retail

• Marketing Activities & Support

 Ingredients of paint
• Pigments
• Fine powders or flakes derived from organic (hydrocarbons) and inorganic (mineral ores) sources
• True pigments impart colour to the paint and have varying degrees of hiding power
• Extenders
• Binders / resins
• Core of the paint
• Forms a continuous layer of film and binds all pigments and other materials together in position.
• Mainly responsible for physical properties of the paint e.g. Appearance, adhesion, resistance
• Solvents
• Any liquid that can dilute the paint.
• Help in the fluidity of paint and adjust the viscosity to facilitate processing and application.
• Evaporate during the drying of the paint to leave a solid film.
• Excessive thinning reduces gloss and density of the paint.
• Additives
• Ingredients that are normally added in small dosage to have a profound influence on the physical and
chemical properties of the paint
• They assist in easy processing of the paint, preventing possible defects during application, ensuring
durability of paint and storage stability etc.
Conventional Painting System

Scraping / Sanding (120 grit / 150 Grit)

1st Coat Primer

2 Coats of putty

Sanding (120 grit / 400 Grit)

1st Coat Primer

2 to 3 coats of paint
Gyproc Painting System
Scraping / Sanding (120 grit / 150 Grit)

2 Coats of putty

Sanding (120 grit / 400 Grit)

2 to 3 coats of paint
Type of Paints
Type Nerolac Asian Berger ICI
paints Paints
Satin Nerolac Satin Asian paints Luxol Gold Dulux Satin
Enamel Premium Satin finish
Satin Enamel
Premium Nerolac AP Luxol Gold Dulux
Synthetic ApcolitePremi Synthetic
Enamel um Gloss Enamel
Enamel
Luxury Allscapes / Royale Luxol Silk Dulux Velvet
Emulsion Impressions Special / Silk Touch
24 Carat Spendor Emulsion
Premium BPAE / NPAE AP Premium Rangoli Dulux Acrylic
Emulsion emulsion Fashion Emulsion
Finish
Economy Beauty Silky AP Tractor Bison Super Supercoat
Emulsion Smooth, Emulsion Emulsion Interior
Beauty Emulsion
Smooth
Lustre Nerolac AP Interior Luxol Pearls Dulux Lustre
Finish Pearls Lustre
Wall Finish - Lustre Finish
Lustre
Matt Flat Paint AP Interior
Finish Wall Finish -
Matt
Premium Beauty PAD / AP Tractor
Acrylic NPAD Acrylic
Distempe Distemper
r
 Competition - Market Approach
Company - Birla, JK
Institutional
Team
Distributors (mainly cement
distributors)
ORC
(10Rs/bag
Materi Large )
al Paint Dealers Paint Dealers
project
sOrders

Paint Dealers Small

Projects contractors Small
contractors
Small
Contractors
 Competition - Market Approach Contd.
Company – Asian, Nerolac, ICI
Institutional
Team
Big dealers / wholesalers
Large
Orders
for Payments
project
s Paint Dealers Paint Dealers

Material
Large Contractors Small
working at contractors Small
projects contractors
Apply Small
Projects Contractors
Supply
Contract
Competition - Market Approach Contd.
Whiting / Whiting / Enamel – Asian,
Chalk powder Chalk Nerolac, ICI
manufacturer powder
manufactur
er

Paint Dealers Paint Dealers

Contracto Contracto
r1 r1
Apply Supply
Contracts
Project1 Project2
Our Approach

• Projects Route
• Similar To selling plasters
• Finding out stake holders for the project
• Find out who is influencer, actual decision maker, present a value
proposition & sell
• Retail Route
• Find out the main paint selling counters
• Find out products being sold through these counters
• Find out good suppliers to paint counters
• Make them distributors for our product
• Start selling
Projects Route approach

• Two pronged approach –

• Plaster sales team to get following details:
• Existing specification for painting
• Way of dealing painting (Apply supply / labour)
• Find out decision maker for painting system
• Regular painting contractors
• Dedicated putty manpower to interact with contractors & get the product
approved
• Dedicated putty manpower to appoint distributors & dealers for the territory
• Requirements for Project route:
• Dedicated manpower with following skill sets:
• Experience in handling retail channel
• Interacting with contractors
• Experience in conducting nukkad meets
• Support from existing plaster sales team
Marketing Support planned

• Project Route support

• Project packing of 40 Kg with agressive pricing
• Tools with big orders (e.g. mixers, sanding blocks, etc)
• Retail Route support
• Posters
• Danglers
• Buntings
• Dealer / contractor meets