ISZ Final Report

A

Summer Training Report

On

“BRAND AWARENESS AND BUSINESS DEVELOPMENT OF

IMPRESSIONS STYLE ZONE”

For

Hyderabad City

Submitted in partial fulfillment of the requirement for the award of

Post Graduate Diploma in Management.

2009-2011

Submitted to: Submitted by:

1. Mr. Ranjeet Dayal Nasir Uddin

Asst. Manager – Retail

INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 2

ACKNOWLEDGMENT

It is my proud privilege to express my sincere gratitude to all those who helped

me directly or indirectly in completion of this project report.

The last 2 months with KANSAI NEROLAC Pvt. Ltd has been full of learning

and sense of contribution toward the organization. I would like to thank KAN-

SAI NEROLAC for giving me an opportunity of learning and contributing

through this project. I also take this opportunity to thank all those people who

made this experience a memorable one.

In this context as a student of INSTITUTE FOR TECHNOLOGY AND MAN-

AGEMENT, WARANGAL I would first of all like to express my gratitude to

Prof. N.Purna Prabhakar (Academic coordinator) for guiding me while prepar-

ing my summer internship report.

I am greatly indebted to Mr. Ranjeet Dayal (Assistant Manager Retail) for his

support, guidance and valuable suggestion by which this work has been com-

pleted effectively and efficiently. This all contribution is of immense value.

I owe my heartiest thanks to the company members whose continuous coopera-

tion throughout the study was unparallel. His charismatic attitude made this

study joyful and interesting.

I shall be failing in my duty if I do not express my most sincere gratitude to my

parents and friends, who were always constant source of inspiration. Last but

not the least we are indebted to those entire people who indirectly contribute

and without whom this work could not have been possible.

NASIR UDDIN


PREFACE

I had undergone a practical training under Kansai Nerolac (Hyderabad). It was a

good exposure for me to undergo training in such a company to get the knowl-

edge and experience regarding “Business Development and Brand Awareness”

where professionals handle the problem with their experience and expertise. I

was able to get familiarized with the customer relationship and got to know how

a company measures to resolve their grievances and service them to the maxi-

mum for future prospect and success. Interacting with the Interior Decorators

and Architectures was a great experience for me, which will help me when I

will enter the corporate world and this will help me great in my future endeav-

ors.

“It is good to have enthusiasm but it is essential to have training. Training can

be in all way of life.” Thus I would say that this training was beneficial educa-

tive & good exposure to me, which will certainly help in my near future. This

project was designed with respect to this company. The project made me to get

the enhanced knowledge regarding “Business Development And Brand Aware-

ness” which helped me to know about the open market.


DECLARATION

I, Nasir Uddin, studying in Institute for Technology and Management ,

Warangal, do hereby declare that this project titled ”Business Development And

Brand Awareness in Kansai Nerolac Pvt. Ltd ”, has been prepared by me, under

the guidance of Mr. Ranjeet Dayal (Assistant manager retail). This is after un-

dergoing the training at Kansai Nerolac which is in partial fulfillment of Mas-

ter’s Program in Business Administration.

I further declare that this project report has not been submitted earlier to any

other University or Institute for the award of any degree or diploma.

Date: 03.07.2010 Nasiruddin

Place: Hyderabad Roll no:21


Table of Contents

Page No.

Acknowledgement 2

Preface 3

Declaration 4

Executive summary 8

Chapter – 1 : Company and Industry Profile 10

1.1 Origin and Evolution of Nerolac 10

1.2 Vision and Values 11

1.3 Current Market Scenario 13

1.3.1 Paint Industry at Glance 13

1.3.2 Growth indicator for housing and construction 15

1.3.3 Consumer involvement with paint 16

1.3.4 Consumer buying process 16

1.3.5 The consumer journey 17

Chapter – 2: Impression Style Zone 18

2.1 Experience centre of Kansai Nerolac 19

2.2 Modules in Nero Space 21


2.2.1 Different colour products of Nerolac 22

2.2.2 Colour module 23

2.2.3 Colour Module Combination 24

2.2.4 Different shades of Nerolac 25

2.2.5 Display of texture Finishes 26

2.2.6 Nero magic 27

2.2.7Consultant section 28

2.2.8 Operational flow chart 30

2.2.9 Stores Comparison 33

Chapter – 3: Rate Cards 34

3.1 Sherwin William paints India pvt.ltd 34

3.2 Asian paints 35

3.3 Berger paints 36

3.4 Nippon paints 37

3.5 Nerolac paints 38

Chapter – 4 : Research Methodology 47

4.1 Introduction to Research Methodology 47

4.1.1 Problem definition 48

4.1.2 Research objective 48

4.1.3 Statement of objective 48

4.1.4 Research Design 48

� Primary Data 49


� Secondary Data 49

4.1.5 Sampling Plan 49

� Sampling unit 49

� Sampling Technique 49

� Research Instrument 49

� Contact method 49

4.1.6 Sample size 49

4.1.7 Research limitation 49

4.1.8 Data analysis and Interpretation 51

Chapter – 5 : Conclusion 62

5.1 Findings 62

5.2 Suggestions 63

5.3 Bibliography 65

5.4 Annexure 66


Executive Summary

Generating sales constantly and Satisfying customers are the only way to stay

competitive in today's market place. The balancing act between what customers

want and what the company can provide must be optimized in order to maxi-

mize company’s long-term profits. Kansai Nerolac has done numerous re-

searches to understand the latest market trends and ways to develop business.

They are already in a good position in the consumer’s mind.

The purpose and scope of this Project is to study, analyze and understand the

business, create awareness and Promote the concept of Impression Style Zone

(ISZ) from Kansai Nerolac Pvt. Ltd. amongst the Architecture and Interior De-

signer. .

This study is based on primary as well as secondary data, to understand and

locate the target group for ISZ. The nature of this study was a qualitative ex-

plorative research, and information was gathered through

extensive one-to-one interviews with respondents. The researcher covered the

geographical base of Hyderabad city, and samples were selected on a non-

probabilistic random sampling method.

Upon completion of the research analysis, its was for us to understand the level

of satisfaction of our customers. Respondents views varied from question to

question and from person to person. Few of them were aware of the concept

provided by Kansai Nerolac so it made it little easier to convince them to come

aboard with us where as most of them were unaware so had to explain in de-

tail.. From project it was also found out that Architecture and Interior designer

have a tremendous effect upon the end customer, if these people are happy and

satisfied it would only lead to more business.. The research analysis suggests

that the architects and Interior designers would be happier if Kansai Nerolac

could maintain proper liaison with them. At the moment, the liaison


between Kansai Nerolac and the professionals are good, but we have to make it

even better in order to make Impression Style Zone a soaring success


Company and Industry profile

Origin & Evolution of Nerolac

It is the second largest coating company in India and market leader in Industrial

Coatings. Its Industrial Coatings it has a wide range of products in the Automo-

tive, Powder, General Industrial and High performance Coatings space. Nerolac

paints, as it is popularly known, are an established brand in decorative paints.

Kansai Nerolac Paints Ltd is a subsidiary of Japan based Kansai Paint Company

Limited, which is one of the top ten coating companies in the world. The tech-

nological edge of Kansai helps us constantly innovate and come up with prod-

ucts that meet consumer need gaps. Kansai Nerolac has always believed that the

key to its business is :

• Technology

• Research & Development

• Innovations

• Quality

Year 1920, we began as Gahagan Paints and Varnish Co. Ltd. in Mumbai. The

journey is marked by moving from strength to strength in every sphere of busi-

ness – be it product introductions through innovation, value engineering and su-

perior technology.

1920: We started our journey as Gahagan Paints and Varnish Co. Ltd at Lower

Parel in Mumbai.

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 Ne-

rolac Paints Ltd.


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.

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.

1999: Kansai Paint Co. Ltd, Japan took over the entire stake of Tata Forbes

group and thus GNP became wholly owned subsidiary of Kansai Paint Com-

pany Ltd.

2006: On the 11th of July, Goodlass Paints Ltd. name has been changed to Kan-

sai Nerolac Paints Ltd.

Vision And Values

Nerolac is a company with very clear and well-defined vision and very strong

values. Clarity of vision and strong foundation of cultural values have always

kept this company in good stead. Its ethical conduct has always guarded it

against any possible traps and pit falls.

We have made sure that the distribution hurdles and the climatic vagrancies do

not affect the quality of our services. This same commitment will ensure that

Kansai Nerolac will march towards its centennial year, fully dedicated and in-

vigorated, in step with the exciting wave of industrialization and modernization

pervading through the new India.


GRAPHICAL PRESENTATION OF STRONG DISTRIBUTION

Factory (5)

Regional Ware-

houses (8)

Regional Ware-

houses (8)

Local Depots (3)

Dealers (15,000+

in India)

Local Depots (3)

Customers


CURRENT MARKET SCENERIO

Paint Industry at Glance

� Indian Paints market is Rs. 6000Cr, i.e. organized sector.

� At least another 6000 Cr. Is labor and its completely unorganized

.

� Decorative paints and Industrial paints account for around 70% and 30%

of the total demand respectively.

� In decorative paint, wall finishes accounts for the maximum share fol-

lowed by enamels, primer and wood finishes.

� In Industrial paints, while automotive paints accounts for around 30-35

%, general engineering paints account for the balance.

� While Asian paint is the market leader in decorative paints. Kansai Nero-

lac is market leader in Industrial paints.

� Raw material cost account for around 50% of the total cost of production.

� Demand is not seasonal anymore.

� Industry is working capital intensive.

� Technology, distribution network, product innovation, service, brand re-

call and geographical reach are the key success factors.


The size of the paints market in India is estimated at Rs 112 bn, with the

contribution of the organized and unorganized segments in the ratio of 70:30.

Reduction of excise duties over the last few years, from 40% to the present

level of 14%, has helped create a level playing field between the unorgan-

ized and the organized segments, as the former is not subject to excise duty.

As the unorganized sector loses its competitive edge, it is also losing market

share to the organized sector players.

In view of the low per capita annual consumption of paints in India (0.5 kg,

compared to 4 kg in South East Asian countries, 22 kg in developed coun-

tries and a global average of 15 kg), the domestic paints industry has tre-

mendous potential.

DECORATIVE PAINTS MARKET SIZE Rs. 6,000 CR IN FY06

Organized Sector Comprises 75% of Market


Growth Indicators for Housing and Construction

� Houses required during 10th 5 yr plan – 22.4 mn.

� Construction investments likely to grow at a CAGR of 11%

� Large cities are developing IT hub

� Younger generation aspiring to have “own house”

� Easy availability/acceptability of Housing Finance - growing over 30%

� Increasing disposable income – Household savings to grow from US $137

bn to reach US$ 210 bn by 2010.

� 4.5 mn houses are added each year at average growth of 2.2% pa.

� Derived incremental growth for Paint Industry – 3.2% every year

� Organised retail and Multiplexes to boom in the next 5 yrs.


Consumer involvement with paint

• Pulled in two opposing directions

Consumer buying process


Consumer Journey



Experience centre of Kansai Nerolac

Who Am I

• Knowledge Center

• An Value Add Service / total Solution Provider

• Advisor / Consultant

• Stress free and simple actualization

• Innovative & stylish -In-sync with the aspirations of upwardly-mobile

customers

• A caring, personal touch…design with soul


• Youthful, energetic, vibrant, Honest , transparent, Enthusiastic & in-

volved.

What Do I Do

• Educate

• Help Select

• Visual display

• Recommend

• Provide Product and Service Package

• Make the process Simple / hassle free

• Provide trained Skilled Applicators

• Help Create your home as a signature /Style Statement.

For Whom

• Influencers of End Consumers

– Contractors

– Architects & interior Designers

• End users-who would want to beautify homes.

Psychographics:

Wants to upgrade in life continuously, Aspirations are more than achievements,

Quality conscious, Home and Family most important in life. Relies on others for

guidance, ready to Explore and experiment.


Against Who

• Currently No competitor with such module

• But Display Center Modules already launched – Nippon .

• Dealers are gearing up for doing up the retail spaces to engage with the

end consumers

Modules in Nero Space

• Product Module

• Colour Module

• Colour Combinations

• Specialty Finishes

• Range - Shades and Textures Panels

• Nero Magic – 3 D simulation Software

• Consultancy Section

The Key Need Gap

• which type of paint should I use for the windows


• should I go with distemper or plastic paint

• what paint is best for kitchen .

Product & Colour section

• This section would have panels to impart knowledge on Product / Appli-

cation / Décor

• Visuals mediums to give in-depth insights on how colours can help in

beautification of interiors

• Information on

– Why Paints are important

– How Paints help to protect the surface

– What kind of paints are available

– Which product should be used as per the requirement

– What does every colour Stand for and Signify .

DIFFERENT COLOUR PRODUCTS OF NEROLAC


• will the light yellow go with orange

• how will light blue look with my brown wardrobe

• which colour will go contrast with yellow .

Colour Module

• This Section would have following

– Colour Combination Wall

– Colour Wheel

– Specialty Finishes - Disney & Metallic

• The Combination wall and Colour Wheel would provide the best combi-

nation of main , Harmony and Contrast colours for all the colours in the

spectrum

• Shade Combination chips would also be displayed for ready reference


Colour Module- Combinations

• Can I see the full range of colours

• I don’t get to see the entire colour range

• Can I get to see a larger patch of the finishes


Range of Shades and Finish Panels

• This Section would help showcase our wide range of shades .

• Painted Panels to help the consumer touch, feel and envisage the shades

on a bigger and better medium.

DIFFERENT SHADES OF NEROLAC


Display of Textures / Finishes

• will my house look unique?

• have I selected the right colour combination?

• will the colour that I created look nice on the walls?

• what if people do not appreciate?


NERO MAGIC – 3D Simulation

• We have created a real time 3D simulation software wherein we could

make 3D model of the consumers homes

• This section would help the consumer to actually visualize & see his own

house on a screen if painted with various colour options he has selected .

• The Software works on real time hence making the whole process Exhila-

rating.

Nero Magic – 3 D Simulation


• Painting is such a hassle till it is over

• dealing with painter is such headache, painting jobs just gets extended

for ever

• I don’t trust my contactor

Consultants Section

• The consultants would advise the consumers in selection and buying the

best product and shade as per his liking, application & budget

• Once the Consumer has selected the product the consultant would help in

preparing an estimate of the work and would also book the contractor for

the work

• The Consultant would be the key player in the whole process. He would

be responsible for ensuring that each and every consumer get the best

buying experience.


Consultant’s section


How ISZ Model Operates.

Rough estimate would be

Appointment for visit with RE

Details to be passed on to the RE on Daily Basis

Nerolac Dealer

NEROLAC

FRANCHISEE

Infrastructure design

Technical Tools

Manpower Training

Space 500 Sqft

Manpower – sales tam

and Service Team

Operations

Walk In customers

would be assisted in

buying of the product

RE visit the site/ check and give Final estimate

Advance Payment 50% cheque – in name of franchisee

Franchisee would ensure that the work starts on time

and is done to 100 % satisfaction of the Client

The balance payments would be taken from the Cus-

tomer in course of Work

In Bound

Outbound

OPERATIONAL FLOW CHART


SOP for Colour Consultant (CC)

• CC receives the customer for a walkthrough and also takes the profile

form.

• CC reads the profile form to understand the need of the customer.

• CC takes the customer to the Why/What/When paints stand and explains

the same to him.

• CC takes him to steps in painting process panel and explains the same to

him

• CC takes him to product range stand and explains the same to him.

• CC takes him to colour story panel and explains the same to him.

• CC takes him to colour trend board and explains to him.

• CC shows him the textured panels and explains to him.

• CC takes him to colour wheel and explains the same to him.

• CC tells him about the colour chips and tells him to select colors.

• The customer selects main, harmony and contrast colours for each of his

rooms

• He also decides on the designer/Disney/Marble finishes in his rooms.

• The customer then is led to Nero Magic.

• He is shown each of the rooms painted in his chosen colours.

• If he does not like the shades, they are changed by the software consult-

ant.

• It is done till the time he is satisfied.

• Software consultant fills up the profile form.

• The snaps are burnt in a Compact Disc CD.

• CC hands over the CD and the profile form to the receptionist for calcula-

tion of cost.


• During the walkthrough CC has to constantly interact with the customer

to understand his definite need, psychographics, life style and preferences

in order to make effective pitch.

SOP for Relationship Executive- (RE)

• RE takes his daily journey plan from the receptionist.

• RE along with the profile form and estimate card visits customers site.

• RE does surface inspection.

• RE fills up the surface evaluation form.

• RE suggests treatment method if required (surface treatment can be ar-

ranged by the customer or by civil contractor under the franchisee).

• RE takes actual measurements of the site if it is ready for painting.

• RE fills up final estimate form and gets it checked with the customer.

• If the customer does not want to go for painting then he keeps a copy of

the estimate and the RE hands over another copy to the receptionist for

future follow up.

• RE collects cheque for 50% payment.

• RE comes back to receptionist and hands over the cheque to her.

• Receptionist updates the Customer Relationship management (CRM) and

does date allocation.

• RE along with the contractor visits the site again.

• RE visits the site every alternate day to take update when the work is in

progress.

• Re collects 30% of the payment midway.

• RE collects remaining 20% of the payment before work is completed..

• RE gets the feedback form filled up after the work is completed.

• RE gives the final bill to the customer.

• RE gives all the details to the receptionist for entering in to CRM.


Store Comparison

Particulars

Company

Present

in

Retail

format

Store

concept

Store

Area

Authorized

contractors

Accessories

to contractor

Fortnight train-

ing

Asian No No ------- No No No

Nerolac Yes Yes 500 sqft Yes Yes Yes

ICI Yes No 180 sqft No No No

Berger Yes Yes ------- No No No

Nippon Yes Yes ------- No No No

Sherwin

Williams

Yes No -------- No No No


Rate cards

SHERWIN WILLIAMS PAINTS INDIA PVT.LTD

Interior Quotation

S.No Product Price

(Per sft)

1 Supply & Apply of 2 coats of Intouch (Interior Emulsion) over 1 coat of Primer and two

coats of putty(Cement based, water proof).

8.00

2 Supply & Apply of two coats of Intouch Magic (Interior Premium Emulsion) Over

One Coat Of Primer. and two coats of putty(Cement based, water proof).

9.50

3 Supply & Apply of Two Coats of Injoy (Luxary Emulsion) Over One Coat Of Primer.

and two coats of putty(Cement based, water proof).

11.50

4 Supply & Apply of 2 coats of Intouch (Interior Emulsion) over 1 coat of Primer.

5.50

5 Supply & Apply of two coats of Intouch Magic (Interior Premium Emulsion) Over

One Coat Of Primer.

.

6.50

6 Supply & Apply of Two Coats of Injoy (Luxary Emulsion) Over One Coat Of Primer. .

8.00

Exterior Quotation

S.No Product Price

(Per sft)

1 Supply & Apply of 2 coats of Champ (Exterior Emulsion) over 1 coat of Primer and two

coats of putty(Cement based, water proof).

12.00

2 Supply & Apply of two coats of out shine (100% Pure Acrylic Emulsion) Over One

Coat Of Primer. and two coats of putty(Cement based, water proof).

13.50

3 Supply & Apply of Two Coats of Out Smart (100%Dirt-Resistant Emulsion) Over 15.50


One Coat Of Primer. and two coats of putty(Cement based, water proof).

4 Supply & Apply of 2 coats of Champ (Super Emulsion) Over One Coat of Acrylic pri-

mer.

6.50

5 Supply & Apply of two coats of out shine (100%PureAcrylic Emulsion) Over One Coat

of Acrilic Primer.

7.50

6 Supply & Apply of Two Coats of Out Smart (100%Dirt-Resistant Emulsion) Over

One Coat Of Primer.

9.00

ASIAN PAINTS

Interior Quotation

S.No Products Price

(per sft)

1 Royale + Putty 12

2 Premium emulsion + Putty 10

3 Tractor emulsion + Putty 8

Exterior Quotation

S.no Product Product

Price ( per sft)

Product + putty

Price ( per sft)

1 Apex 10 12


2 Apex Ultima 11 15

3 Ace 7 10

BERGER PAINTS

Interior Quotation

(2-putty,1-primer,2-paints)

S.no Products Price ( per sft)

1 Breathe easy luxury emulsion + putty Not yet

launched

2 Silk luxury emulsion + putty 10.28

3 Easy clean premium + putty 7.50 - 8

4 Rangoli + putty 7

5 Bison emulsion superior 10

6 Rangoli easy clean + putty 10.50

Exterior Quotation*

S.no Products Price (per sft)

(1-primer,2-paint)

Price(per sft)

(1-primer,2-paint,

2-putty)


1 Weather coat smooth 6.50 11.20

2 Weather coat all guard 7.25 12

3 Weather coat long life 8 11.50

4 Wall masta 5.70 10.70

*Old price.

New price increased by 50 to 70 paisa/ sft.

NIPPON PAINTS

Interior Quotation

S.no Products Price(per sft)

1 Satin glow interior emulsion + putty 14

2 Matex interior emulsion + putty 12

3 3 in 1 medifresh interior emulsion + putty 16

Exterior Quotation

S.no Products Price( per sft )

1 Weatherbond 8.75

2 Nippon sumo exterior emulsion paint 7.50


NEROLAC PAINTS

Interior Quotation

Painting Process 1

2 coat Paint + 2 coat primer+ 2 Coat Putty

INTERIOR EMULSION Product Labour

Final

Rate

Luxury Emulsion Emul-

sion

Impressions 24 Ca-

rat 5 15.95

Premium Emulsion Beauty Flexi Coat 5 14.73

Premium Emulsion Beauty Gold 5 14.64

Popular Emulsion Beauty Silver 5 13.54

Economy Emulsion Beauty Regular 5 13.25

Lustre

Nerolac Pearls Lus-

ter 5 14.92

Painting Process 2

2 coat paint + 1 coat primer + 2 Coat Putty


Final

Rate


sion

Impressions 24 Ca-

rat 4.5 14.82

Premium Emulsion Beauty Flexi Coat 4.5 13.60

Premium Emulsion Beauty Gold 4.5 13.51

Popular Emulsion Beauty Silver 4.5 12.41

Economy Emulsion Beauty Regular 4.5 12.12

Lustre

Nerolac Pearls Lus-

ter 4.5 13.68


Painting Process 3

3 coat paint + 2 coat primer + 2 coat Putty


Final

Rate


sion

Impressions 24 Ca-

rat 5.75 18.03





Lustre

Nerolac Pearls Lus-

ter 5.75 17.42

Painting Process 4

3 coat paint and 1 coat primer + 2 Coat Putty


Final

Rate


sion

Impressions 24 Ca-

rat 5 16.58





Lustre

Nerolac Pearls Lus-

ter 5 15.85


Painting Process 5

2 coat paint + 1 coat primer


Final

Rate


sion

Impressions 24 Ca-

rat 2 8.40





Lustre

Nerolac Pearls Lus-

ter 2 7.25

Painting Process 6

2 coat paint + 1 coat primer + Substantial Papering/Sanding


Final

Rate


sion

Impressions 24 Ca-

rat 2.25 9.37





Lustre

Nerolac Pearls Lus-

ter 2.25 8.23


Painting Process 7

2 coat paint + 1 coat primer + Crack filling/Touch-up putty


Final

Rate


sion

Impressions 24 Ca-

rat 2.25 9.70





Lustre

Nerolac Pearls Lus-

ter 2.25 8.55

Exterior Quotation

Painting Process 1

2 Coat Paint + 1 coat primer

EXTERIOR Product Labour

Final

Rate

Premuim Excel Total 2.25 8.91

Premuim Excel Anti Peel 2.25 8.09

Popular Nerolac Suraksha Advanced 2.25 7.71

Popular Nerolac Suraksha Plus 2.25 7.11

Economy Nerolac Suraksha 2.25 6.73

Painting Process 2

3 Coat Paint + 1 coat primer


Final

Rate







Painting Process 3

2 coat paint + 1 coat primer + Substantial Paper-

ing/Sanding


Final

Rate






Painting Process 4

2 coat paint + 1 coat primer + Crack filling/Touch-up putty


Final

Rate






Please Add Rs.5 Per sft for 2 coats of Putty on Exterior Walls.


Product Line

– Interior Emulsions

• Impressions & designer finishes

• Beauty Flexi & Beauty Gold

• Pearl Lustre

– Exterior Emulsions

• Excel

• Suraksha & Suraksha Advanced

– Wood Coatings

• PU coatings

• Melamine

– Enamel

• NSE

• Satin

– Anciallries

• Brushes/Rollers etc..

• Putty Primer etc..


Roles and Responsibilities

Methods Adopted

� Visited all the ISZ’s in the city and spoke to the owners, in order to under-

stand the current paint market in the city.

� With owners consent and involvement mapped out all the architecture and

interior designers in and around the Impression style zone franchises as

well as in the city.

� Collaborated the database provided by the company with those of col-

lected by me.

� Sorted and prepared a database of an active Interior designers and Archi-

tecture in Hyderabad city.

Strategies Followed

� Segregated the database into three classes A, B and C.

� Divided the database according to location of target group.

� My first target was class C architecture. Since they were smaller and little

less known group , so I can get appointment easily when compared to

class B and class A architecture and interior designers.

� Explained the concept very briefly over the phone. This generated little

curiosity among them, thereby helping me to get an appointment easily.

� When face to face explained them in detail and probed their requirement,

in order to get a clear picture and their expectation.

� After class C my next target was class A, because 3C=1A.\

� And lastly the class b architecture and interior designers.


Success ratio

� My main aim was to generate lead and establish a tie-up with the target

group. Although most of them were apprehensive about tying up , but

were ready enough to do business with us. Of which five of them have

agreed to tie up with Kansai Nerolac.

� 5/25*100=20% (tie-ups)

� 20/25*100=80% ( willing to do business )


Research objective

Research objective is the basic theme on which the survey is conducted and on

which the whole report depends

The objectives of this project is:

� To Create awareness about the Impression Style Zone.

.

� To develop business for Kansai Nerolac Pvt. Ltd.

� To observe the extent of the market.

� To recognize the target groups.

� To find out which type of product and schemes is preferred by the target

groups.

� To study the different facilities of Paints given by different companies.

� To study which company is providing better services with higher

returns.

� To study the behavior values and beliefs of dealer.


Research Methodology

Research methodology is used to search answers of the research questions. An

attempt has been made to describe the nature of the target group of Hyderabad

city by the study of the samples.

Methodology in common parlance refers to a search for knowledge. The ad-

vanced learner’s dictionary of current English lays down the meaning of re-

search as “a careful investigation or enquiry especially through search for new

facts in any branch of knowledge”. Some people consider research as a move-

ment, movements from known to unknown. It is actually a voyage of discovery.

We all posses the vital instinct of inquisitiveness for, when the unknown con-

front us, we wonder and our inquisitiveness makes us probe and attain full and

fuller understanding of the unknown. This inquisitiveness is the mother of all

the knowledge and the method, which man employs for obtaining the knowl-

edge of whatever the unknown, can be termed as research.

Methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically.

Learning more about the consumer and about marketing is the heart of the re-

search methodology. The research methodology has many dimensions and re-

search methods to constitute a part of the research methodology.


Statement of research problem:-

Problem definition:

As the Assistant Manager and Sales Executive and the staff members of Kansai

Nerolac have much intelligence regarding market condition. So, specifically

there is no problem which they are facing right now in this current scenario they

are only trying to increase their business so that the company brand will be

more familiarized in market.

Objectives of Research Poject:

Research Objectives

· To find out the Architecture and Interior Designer preferences towards the

paint industry.

· To study brand image of the company in the market.

· To increase the business of Kansai Nerolac Pvt. Ltd

Statement of the objective:

H0: There is no significant difference in the choice of Interior designers and Ar-

chitectures with relation to the products of nerolac.

H1: There is a significant difference in the choice of Interior designers and Ar-

chitectures with relation to the products of nerolac.

Research Design and Methodology

Primary data source: All the people from interior designer and architectures

were personally visited. They were the main source of Primary data. The me-


thod of collection of primary data was direct personal interaction, to know their

preference of choice that which paint industry they prefer for their business.

Secondary Data Source: It was collected from internal sources. The secondary

data was collected on the basis of organizational file, official records, news pa-

pers, magazines, management books, preserved information in the company’s

database and website of the company.

Sampling Plan:

Since it is not possible to study whole universe, it becomes necessary to take

sample from the universe to know about its characteristics.

Sampling Units: Interior Designers and Architectures.

Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interaction.

Sample Size:

My sample size for this project was 25 respondents. Since it was not possible to

cover the whole universe in the available time period, it was necessary for me to

take a sample size of 25 respondents.

Research Limitations:

It was not possible to understand thoroughly about the different marketing as-

pects of the Kansai Nerolac within 60 days. As stipend, money was not given it

was difficult to continue the project work. All the work was limited in some li-


mited areas of Hyderabad so the findings should not be generalized. The area of

research was Hyderabad and it was too vast an area to cover within 60 days.

All the findings and conclusions obtained are based on the survey done in the

working area within the time limit. I tried to select the sample representative of

the whole group during my job training. I have collected data from people

linked with this profession at Bombay.


DATA ANALYSIS AND INTERPRETATION

Q1. Do you know about the Kansai Nerolac Paints Ltd.?

Interpretation drawn from pie chart states that 100% of the target group is aware

about the company Kansai Nerolac Pvt. Ltd.

We can infer that Kansai Nerolac is a well known brand in the market.

100%

0%00

Yes

No


Q2. Are you aware of Impression Style zone?

Interpretation drawn from pie chart states that only 8% of the target group is

aware of the Impression style zone, whereas 92 % of them does not know about

it.

So it is very clear from the above interpretation that the concept of ISZ needs

more promotion and advertisement to create awareness among its target group,

which would help the concept as well as the company to strengthen its brand

name in the decorative segment.


Q3. Do you know that Nerolac is tied up with Walt Disney,USA?

Interpretation drawn from the above pie chart states that 12% of the target audi-

ences are aware that Nerolac is tied up with Walt Disney whereas 88% of them

are unaware of the fact.

It is clear that in spite of having tied up with Walt Disney , Nerolac is not able

to capitalize from it because of lack of awareness among the people. People

should be made aware that Nerolac also provides Walt Disney characters for its

target consumers


Q4. Do you know that Nerolac provides designer finish paints?

Interpretation drawn from above pie chart is that 24% of the target group is

aware of the designer finish paints in Nerolac’s portfolio, where as 76% of them

does not know about the designer paints.

From the interpretation we can infer that majority of our target consumers are

not aware of the designer paints in Nerolac’s portfolio. Therefore, we have to

create awareness in order to generate demand and strengthen the product in the

market.


Q5. Do you know that we provide complete painting solutions?

Interpretation drawn from above pie chart is that only 20% of the target

audience is aware that Kansai Nerolac provides complete painting solutions.

Whereas 80% are unware of the services provided by the company.

From the above interpretation we can analyze that very small percent of target

group is aware about the one stop painting solutions provided by Kansai Nero-

lac. In order to capture the greater market share company has to advertise and

create awareness amongst the target group, because huge market is still un-

tapped.


Q6. Have you tied up with any paint company for services?

Interpretation drawn from above pie chart is that only 4% of target consumer is

tied up for services from other companies, whereas 96% of them do not take

any kind of services.

We can analyze that very huge market is still untapped and most of our target

group is still not tied up with any companies for the services, therefore we can

cater to their needs and tie them up with us in order to develop more business

and generate sales.


Q7. Which company paint you prefer the most?

Interpretation drawn from the above pie chart is that 60% of the target consumer

prefer Asian paints, 36% of them prefer Nerolac paints whereas 4% of them

prefer ICI paints.

We can infer from the above findings is that Asian paint is most preferred

among the target audience and it holds the maximum share and Nerolac holds

the second position followed by ICI.


Q8. Why do you prefer Asian paints?

Interpretation drawn from above pie chart is that 80% of the target customer

prefer Asian paints because it is cheaper than other company products according

to them, 12% believe that its material is better whereas 4 % each believe that

durability of the asian paint product is better than other companies and also ser-

vices provided by them is good.

We can infer that Asian paint is mostly preferred because its product is

comparatively cheaper than other companies. Target customer is mainly con-

centrating on price factor, very few of them spoke about the quality of material

or any other aspect.


Q9. Do you take material only or services as well of the company you prefer?

Interpretation drawn from the pie chart is that 96% of the target customer

consumes only material whereas only 4% of them consumes both material and

services.

A large target consumer base can be tapped because our concept specializes in

providing both material and services, whereas most of our target customer has

only been consuming material.


Q10. How many projects do you get on an average in a month?

Interpretation drawn from the pie chart is that 72% of the target customer gets

less than 5 projects in a month, 16 % of them get between 5 to 10 projects, 4%

of them get between 11 to 15 projects and 8% of them get more than 20 pro-

jects.

Our target customer is availing enough project in a month, to provide us with

good business. We have to find a way to extract the painting business from

them and this can be done by providing them with the benefits for each project.


Q11. What is the approximate value of the painting project do you get?

Interpretation drawn from the pie chart is that 36% of the target consumers pro-

ject value is less than 50k, 40% of them has between 50k to 1 lakh, 12% of

them has a project value between 1 to 2 lacs and 12% of the target consumer

has a project value greater than 2 lacs.


Conclusion

FINDINGS

• Impressions Style Zone concept is not very well known among Interior

designers and Architectures, although they are aware that Kansai Nerolac

provides some kind of services.

• None of the Architecture or Interior designers has a Nerolac phendeck,

but they do have other companies.

• Kansai Nerolac should update them about their new features and func-

tionality on a regular basis.

• Kansai Nerolac should have frequent get-together with architects, like

every 2 months, to make them feel as a part of Nerolac family..

• They require quarter litre to half liter sample, or a equivalent of painting a

1 square feet by 1 square feet sample size.

• Few of them were satisfied with the product quality.

• They feel that price should be less for high end paints.


SUGGESTIONS

• First and foremost the brand awareness must be improved so as to reach

large pool of architects as there are still a large number of architects who

are unaware of the benefits provided by KANSAI NEROLAC.

• The facilities and benefits provided in KANSAI NEROLAC should be

increased to attract more architects.

• Company needs to create a channel so that the architects can contact the

company and visa versa for feedback of the architects. For this the com-

pany needs to contact their architects very often to know whether they are

satisfied with the facilities provided or not.

• Most of the Architect and Interior designers are not aware of the high end

products like metallic finishes and Walt Disney finishes. These products

need good promotion because when told about these products they were

interested.

• Few below the line activities can be done such as:

� Painting competition

� Gift coupons

� Showing Disney movies and conducting quiz competition on that.

� Bulk sms or mails

� Providing eco friendly carry bags to dealers.


� Celebrating colour week- Here the company can manage events

by organizing some contest of making innovative colour .

� Advertising can be done without making banners company can

paint the street side house or walls with companies name.

� Road show –showing people inovative and easy way to paint

walls.

� Organising painting competition at school & colleges,and pro-

viding colors for free

.


BIBLIOGRAPHY

Bibliography includes references, books, magazines, web sites and newspapers

that are used during any research. I used following bibliography during my re-

search project.

1. Research Methods for Business Students Third Edition by:-

� Mark Saunders

� Philip Lewis

� Adrian Thorn hill

2. www.nerloac.com

3. www.wikipedia.com

4. www.google.com


Annexure

Questionnaire

1. What inspires/encourages you to start specifying any products?

……………………………………………………………………………………

…

2. Do you generally specify Nerolac ISZ shades?

a. Yes

b. No

3. What factors drive you to select any products?.

……………………………………………………………………………………

…

4. Do you know about ISZ?

……………………………………………………………………………………

…

5. Was the first glimpse of knowledge sufficient?

……………………………………………………………………………………

…

6. Are you satisfied with the services (communication, PR)


a.

Yes………………………………………………………………………………

b.

No………...………………………………………………………………………

7. Is your complaint well received by the any company representative if the col-

or quality is not up to the mark?

a. Yes

b. No

c. Others…………………………………………………………………

8. Does Asian keep good relationship with you?

a. Yes – Highly Satisfied

Satisfied

Indifferent

Dissatisfied

Highly dissatisfied

b. No

9. Generally for which types of customers do you specify ISZ products.

a. Upper Class

b. Upper middle class

c. Middle Class

d. Lower middle class


10. Are the customers aware of the ISZ products? If not, which area do you

think we are lacking.

a. Yes

b. No……………………………………………………………………

c. Others……………………………………………………………………

11. What do you do to make them more aware?

……………………………………………………………………………………

…

12. Are you informed about the painting job, if any, after the overall painting

job.

……………………………………………………………………………………

…

13. Surface preparation is very much important for painting.

a. Yes

b. No.

14. Do you think customers are price conscious?

a. Yes

b. No


15. Does the ISZ system give desired color?

a. Yes

b. No

c. Others…………………………………………………………………

16. Durability and coverage of Kansai Nerolac compared to others

a. Very High

b. High

c. No difference

d. Low

e. Very low

17. The durability and coverage of Kansai Nerolac compared to other brands is

more, so it is cost effective. Do you agree?

a. Yes

b. No

18. Kansai Nerolac price compared to others is.

a. Very High

b. High

c. No difference

d. Low

e. Very low

19. In your opinion, is there any area where Kansai Nerolac can improve them

to offer a better product.

…………………………………………………………………………………

Documents

ISZ Final Report