Professional Documents
Culture Documents
Asian Paints Pro
Asian Paints Pro
A. Introduction
A. Objective of Study
B. Scope of Study
C. Methodology
D. Consumer Behavior
E. Limitation
INTRODUCTION TO PROJECT REPORT
a. Introduction :
the objectives of all business Enterprises are to satisfy the needs and
wants of the society. Therefore, the marketing is the focal paint of all business
activities.
the goods and services. Nothing happens unless somebody sells something.
Marketing that individual and social needs are satisfied. Marketing helps in
and services.
narrow sense as the performance of the business activities that directs the flow
after the goods are produced and ends with their sale. This view of Marketing is
which products are matched with the market and through which transfers of
ownership are effected, market and through which with the market implies
that satisfy these requirements, modern marketing is that the integrated process
of identification assessment and satisfaction of human wants the focus is
b. Objective of study :
The main aims and objectives of the project report are as follows :
producing paints.
6. To know about the performance of the dealers in marketing the paints and
The Study of this project report is confined to shimoga city only, the
study was conducted to know the attitude of buyers regarding the various brands
of paints and their performance, the study was also intended to know the buyers
attitude towards “Asian Paints” their frequency of purchasing Asian paints they
d. Methodology :
The data collected for the preparation of this project report includes both
primary and Secondary data is collected through personal. Interview with the
questions and market survey and other printed sources and annual reports of the
company.
their problems and other details Data have been collected form the salesman of
e. Consumer behaviour :
study. It is the attempt to understand & predict human actions in the buying
notes. It has assumed gracing importance uses market oriented for customer
oriented marketing planning and management, buyer market for many products
Every marketing activity revolves around the customer in the early stages
producer should identify the motive, which prompt consumer purchases, this
f. Limitations;
When the consumers were contracted and requested for their opinion
through personal interview about the study perfect answers were not obtained,
But as for as possible it has been tried level best to get the correct exact
The scope of study is limited to Shimoga city and the inferences have
been drawn with the help of the opinions the respondents of Shimoga city only,
The time allotted for surveys is very limited. It has become difficult to
i. Introduction
B. Development of Paints
C. Types of Paints
D. Components of Paints
E. Manufacturing Process
F. Limitations
Introductions to Paints: -
colouring Mattel and the vehicle in which the pigment is suspended the function
of vehicle is to form a touch film when applied to surface and to bind the
pigments to the surface, paint may be applied to metal. Wood. Stone, paper,
leather, cloth or other surface the application of paint serve two very useful
purpose. They protect the surface of objects and they make the objects colorful
and attractive.
while paints not only give those fabulous touches to our homes, cars, funs and
they also fight against corrosion with since and technology developing paints
part is takes a back seat paints are needed for variety of special jobs. If is
generally thought that paint is luxury item and it is mainly used for decoration
purposes, people does not understand and appreciate its protective valves.
Modern paints, are not only beautiful but also protect surface from decay and
withstand friction and high temperature the paints also protect the national
properties like bridges, buildings, chemical plants and other encoring structure
etc., from rusting and decay from the powerful ultraviolet rays of the sun, rain
used widely in homes as well as in industry because painted are easy to keep
clean. If is the effect that cores of rupees goes down the drain in our country due
travels etc., So as to avoid corrosion paint is used thus paint transcend not only
toys and even kitchen utensils are painted in sparking colors. Appliances such a
refrigetors, stoves, vacuum cleaners and electric fans are now available in a
wide variety of colors paints is important for the purpose other than decoration
and protections studies have shown that certain colours tend to improve the
morale of business employees and hospitals patients, Bright safety colours are
paints for example, enamels and flat paints, out door and indoors paints, anti
corrosion, metallic and fireproof paints sealers, primers and other coatings.
Growth and developments of paints :-
The earliest known use of paint was in the cave dwelling of pre-historic
men 90.000 years age the cave dwellers used red, yellow and black pigments
with blinders of animal fat, the Egyptian has seven colours, including blue and
green and a variety of binders, they are created with the discovery of varnish,
the Greeks and Romans increased the number of paints, paints were used for
representation and decorative purpose for thousands of years before the idea of
using them as protective coating appeared, the earliest known paintings, found
in the caves of Lascaux, France and Atlantic, Spain, made iron oxide, plied with
temples and dwellings, the Egyptians prepared colours from soil and by 1900
B.C imported such dyes as pudding and madder to make blue and red pigments.
By 100 B.C they had developed a vanish from the gum of Acacia tree ( Gum
Until the end of 19th Century, most of the paints are base which formed a
thin and drying the linseed oil is the lowest and most common oil, although
castor and fish oils were in use in the 19th Century, peril, octane and tug oil have
been used extensively in paint making more recently tail oil which is derived as
Various types of water based paints are used for centuries the ancient
Egyptians and Hebrews are known to have made paints from water and freshly
burned lime to which milk curds were added to act as binder the use of paints
declined during middle ages but was relieved during the Renaissance period.
During the early American colonial days. It was a mark of wealth to have
printed house. In the 20th Century the majority of American houses were painted
Until late 19th Century, pigments and binders had to be mixed by the
painter. Ready mixed paints were developed in the 1960’s since that the time
By the 20th Century the development of synthetic veins and rubber caused
and sudden increase in the number and kinds of paint available. Some special
purpose paints such as antifoaming paint for huts of ships and fire resistant paint
were developed during world war-2. Especially for military applications. In the
1920’s casino paints achieved some popularity. But they were soon replaced by
the alloyed resins and the water based paints some water based paints which are
emulsion of synthetic resins in water, are being replaced by other water based
upgrade and Evaluate pigments and plastic industry also contributed the
to taken place in paint industry in the last 30 years and materials of which paint
is made, the used which it is put and the method by which it is applied to have
been radically changed. Now the industry is stable, the raw material are
1. Plastic Paints :
and mice. It is marketed as dry power and it is mixed with water to a stiff paste,
which is then applied by scoop shaped tool with a short handle. It is finally
given a heavy stripe ; plastic paints dries very hard but gives a smooth
decorative finish for interior surface. Rice mute aryl emulsion with a superb mix
and metal potential the touch of Ethel elegance enduring appeal timeless valve.
2. Distemper:
Distemper are also water based but there binders may be natural or
synthetic, distemper are Economically priced they after good value for money
3. Floor Paints:
These are mainly used on wooden and concrete floor. Concrete floors are
painted for decorative purpose. Protections of concrete from oils grease and
This is special kind of Paint, which refers the growth of marine fauna on
drying medium.
5. Anti-corrosive paints :
These paints are widely used to prevent corrosion the corrosion paints
consists of special corrosion inhibiting pigments and the binders and material
paints are :
1. Lacoloid
3. An sphaltese.
These paints are used on concrete and roads. Surface of cark, parks,
aerochome, railways, and industries. This type of paints takes less time to dry
up this paints have better a resistance and good weathering resistance. They can
typewriters, office furniture and sheet metal work the advantage of metallic
These paints are used to cover warm add hot surface such as cylinder,
heads of aircraft engine, over boilers, these can be made to stand a temperature
8. Enamels
They are made of combining pigments with varnish enamels from a hard
tough film with a gloss or semi gloss finish. They are durable and easily
washed.
1) Components of paints :
Paints are made of basic ingredients some which are natural while others
are synthetically manufactured the following are the three major of the total raw
material
a) Titanium-di-oxide
b) Pathetic-anhydride
c) Pentaery thritol
Other important raw material used in paint are as follows : carbon black,
chrome, glycerine, inc oxide, antimony oxide, white lead iron oxide, chromium
oxide etc.
trend, the net foreign exchange out go had gone up from RS. 821.4 million in
percentage of sales had come down from 2.88 percent to 1.16 percent.
scale compatible with global trends. Another problem emerged from collapse
of soviet union. About 90% of the exports used to be this region at one time,
the gains of excise concessions are being nullified by and steep escalations in
the prices of lacy raw materials. As over 70% of raw materials is petroleum
based, the raising prices of these materials put presume on the manufacturers
marquis the paint manufacturers were forced to revise prices these during the
year 1997-98.
The important duty for these major raw materials was reduced- form 89%
in the international prices more or less compensated for the reduction in the
important duties. In line with the liberalization policy both in important duty
While reduction in import duties could case the presence exerted by high
raw material costs the reduction in the exercise duty could further reduce the
7. Manufacturing process :
and industrial engineering to produce good quality surface coating at law cost
and better durability. By adequate research and development on this field a new
1. Weighing the liquid material for the paints vehicle is the first step in
from a paste.
3. Then this paste is passed to the roller mill through pipes this roller grind
the vehicle and pigment into a paste that has the desired smoothness and
intensity of colour. After grinding the paint floors into a large mixing
4. To make the paint thinner, the manufacturer adds solvents, catalyst and
5. Sample of paints are now taken to a laboratory and tested to see that the
paints has meted the established or estimated colour standard and has
7. In the step the paint is filled into can with the help of filling machine,
these filling machine fills the right amount of paint in the can, then these
1. Our Vision :
“Asian paints aims to become one of the top five Decorative coatings
value in the Industrial coatings business through alliance with established global
partners”.
2. History :
a. February 1, 1942
During the Second World War, it was hardly a promising time to set up a
new company in. India but that is exactly what four young men did in Bombay.
The name “Asian paints” was picked randomly from the telephone
directory, And the four young men started manufacturing paint in a garage
rented for Rs. 75 a month, equipped with little more the a traditional Gujarati
rhyme that reminded them that you can make any colour by mixing the right
b. 1945
The company had touched a modest turnover of Rs. 3,50,000 way beyond
the wildest dreams of the partners. Up against the giant international paint
where the consumer is”, reaching out to the remotest corners of country to give
was also around this time that the company created its mascot, Gattu, which has
c. 1957
Maleic resins on its simple coal-fumace, with a hand-stirring process. The led
Balmer Lawrie Lawrie to reject the products offered by a leading giant UK-
campaign, forming close bonds with thousands of dealers in small towns all
over India. These bonds in true Asian paints style were so close that it
Ever since 1968, the company has been a leader in this industry. The
company presently has 27% market share of the total paint market.
Even though being a leader in this industry, it has realized that it can
e. 1998
efficiencies, control cost and strengthen its leadership position. After the
completion of the restructuring, the vision for the company was stated. The
company is committed to realizing its vision and has chartered a complete plan
Asian paints has been on a very strong foundation and enduring principles of
fair play, mutual cooperation and growing investor value-tapping India’s innate
inevitable in corporate life and that the challenge of change can be handled best
by pursuing the same principles and vision that provided order and growth in
the past.
Asian paints has set-up an efficient supply chain system which integrates
by Asian paints in 1998-99. Asian paints has been awarded the “cheminor
award for 2002” for its “contribution and promotion of Excellence in supply
In the past few years, Asian paints has witnessed good sales growth,
particularly in the water based paints segment. As a result, company has decided
and will become an initial part of the production process of our company. All
key priority for your company related to the harmonious Integration of these
Asian paint Indian largest company has posted a net profit of Rs 131.5 crore for
Previous year while sales and operating income for the quarter role 30.2%
touch Rs 1475.3 crore for the Rs1133.2 crore. In a separate release , the board
the world.
Greater results in sept- 2010
description:
luxurious finish and a silky glowing appearance to your walls, A water based
100% acrylic interior walls finished, it has excellant flow giving a near brush
Description:
Rayale glitter for those who finish to add a sparkle to their homes. Rayale
present its glitter collection choose from a variety of glitter shades of and let
Description:
Asian paints Rayale play is a water based special effects paint designed to
Description:
Description:
Royal stucco is a marble finish is a water based special effects paints that
Description:
Royal play dun offers a unique collection of subtle metallic texture in gold and
Description:
Royal safari is offers rich metallic shades with unique grain texturing that
Description:
Pebble tex is a sprayed texture finish from the Apex duracast family of acrylic
water based textures and can be used both on exterior and interior walls,
Description:
It is a 100% acrylic silica based product that is best used to get a wide range of
innovative trowel based patterns for both exterior and interior walls.
Description:
Is a 100% acrylic water based exterior product specially designed as a
intermediate coating.
Description:
It paint advanced anti aigal weather proof emulsion is a water based modified
Description :
Water repellent exterior paint is a 100% acrylic water based oil performance
2. Product Trend
C. Sales Analysis
D. Profit analysis
Introduction :
organized sector and about 1500-2000 small and medium scale players with the
There are about a half a dozen and about paint manufacturing companies
listed on various stock exchange, the performance and prospects of their script
are analyzed
As under :
1. Asian paints
2. Good lass Norelco
3. Berger paints
4. Shalimar paints
6. Bombay paints.
1. Production Trent :
paints in india
year. Because of the users and dealers of paints were increased throughout the
country continuously.
Sales Analysis :
The following table shows the sales of leading paint industry during the
year 2009-10
From the table we can know that which is the highest sales of paints in
India. The compared to other leading paint Industry .because high quality
and distribution, if influence the buyers, response the marketing mix has &
variables.
1. Product Mix
2. Price Mix
3. Promotion Mix
4. Distribution Mix
1) Product Mix :
Most of the companies are having a product and products varieties the
company may extent new lines on the develop new user for existing products.
So the different companies use the different techniques for production of their
products. So the paints will differ in their quality, colour and price of the
product mix.
2) Price Mix :
Price one of greatest importance to the manufacturer, wholesaler, retailer
and also consumer. Many of the marketing strategy such as packing advertising
etc. After prices further Government regulations etc., also affected pricing.
transportation cost etc. the pricing policy dependent on the cost of raw materials
and cost of production, further pricing policy are also influenced by the
The paints are not only use for decorate the houses, buildings, bridges,
but also use in “Gold ornament”. These paints prices are fixed on the basis of
It is not water based or not in oil based. It is in the form of solids, and
The prices of these enamel colours are different on the basis of their
colours.
Transparent :
Red, Blue, Green, Golden, Rose, Ferris, Honey gold and crystal.
Opaque :
Red, Yellow, Black, White, Blue, Froze, Green, Parrot Green, Ivory and
Brown.
2) Promotion Mix :
Promotion mix is also a key element in our all marketing strategy, By the
Promotional mix we can make freely in the market, promotion mix comprise
3) Distribution Mix :
When the products is ready for the market it has to be distributed properly
at required time for the required place the channel of distribution for a product
is the rest taken by the title is the move from the produces to ultimate
consumers.
The company has established various branches through the world the
Nations and in south east Asia, there are several countries such as myanmer,
Thailand, Malaysia, Singapore and in south Asia, India, Bangaladesh, Nepal,
Srilanka and also other west Asian, Corinne and African countries.
Pradesh) and kansa (Uttar Pradesh), In addition, Asian paints have after 2 plants
in India they are Ankleshwar, (Gujarat) which produce phthalic Anhydride, and
sales branches from these branches the paints are distributed to the authorized
D. Objectives
E. Sales analysis
wide majority of Asian paints in Shimoga have something to do with this firm.
They are also the dealers of hardware materials, paint brushes, steel and Rubber
bedding, sandpapers and also the furniture materials, screws, bolt, nuts.
Sri Rama Hardware is run through the partnership firm. Mr. Narendra
K.J. and Mr. Ganesh K.R. are the owners of the firm the capital investment of
the firm is Rs. 2 lakhs – from the proprietors own capital and they share profits
equally and they also be investment the amount of Rs. 75,000/- from Bank of
this firm dealing only with Asian paints in small size but after it become a main
Then the firm completely owned by Mr.Narendra K J the firm turned as Sole
1. Deco paints.
2. Enamel paints
3. External paints
4. Strainers
5. Apex paints
7. Red oxide
8. Textured
9. Plastic
10. Acrylic
11. Luster
The business hour of the firm starts from 9.30 A.M. to 2.30 P.M. and 1
hour will be time for lunch break and then in the afternoon it opens at 3.30 P.M.
to 9.00 P.M. and the firm is famous in Shimoga city, because of its good
Sri Rama Hardware located in the heart of opp HDFC BANK, Savarline
D) Objective :
The firms main objective is to increase sales with the objective of earning
2007-08 16,79,903
2008-09 19,27,212
2009-10 21,00,817
In 2003-04 the firm shows sales of Rs. 5,30,720/- and after increase the
sales year by year. In recent years the firm not only deals with paints, they are
also dealing with hardware material like budding, paint, braces, blots, screws,
Now a days Asian paints also become one leading paints in India.
uses of Asian paints is increased. Asian paints are the keen competition for
Last academic year Sri Rama hardware Reached the Award winning sales of
Table – 1
The table showing the brand preference of the total number of respondent
From the above table we can observes that 42% if the respondents are
using Asian paints, 24% are using goodlass nerolac paints, 8% are using Berger
paints, 4% are using Shalimar paints, 8% and 4% of paints are using jenson and
Diagram Showing the brand preference of the total No. of the respondents.
Table – 2
From the above table we may find that below 5000. Income group is only
20% and 5000 to 15,000 income group is 40% and from 15000 to 25000 and
4% others.
Diagram showing the classification of respondents according to the
occupation
Table – 4
The following table shows the factors influencing the buying behaviour of
Asian paints.
Consideration No of respondents Percentage
Popularity 15 30%
Easy availability 5 10%
Attractive colour 7 14%
Long life 13 26%
Economical 5 10%
Prompt supply 5 10%
Total 50 100%
Diagram shows the factor influencing the buying Behaviour of the Asian
Paints.
Table – 5
The table shows the media through which respondents came to know about
Asian paints.
Media No of respondents Percentage
Advertisement 25 50%
Friends 4 85
Dealers 8 16%
Others 13 26%
Total 50 100%
Many of the respondents to know about Asia paints through many media.
will be added 8% of them through friends and 16% of them through dealers and
Diagram shows the media through which respondents came to know about
Asian Paints.
CHAPTER - VII
The paint industry plays a key role in protective and anti corrosive
attributes to various surface. Apart from the enhancing the aesthetic appeal and
durability of the décor the products of the paint industry helps to enlaces the
house interiors and prolong the lives of physical assets like plant, machinery’s
and so on. Yet with all these benefits paint industry is facing many problems.
It may seen impossible, yet if is true the Rs. 400 crore paint industry is in
distraught. The inconvenience and painting alone is not the course for
First and for most is the low consumption of paints second the high
miss concinced impression of being a luxury item and finally heavy taxes, It is
inter play of these factors in are from on the other that the producing companies
The following are the important problems that an Indian paint industry is
facing
the paint Industry on manufacturer has to sell the paint for more price.
2. Heavy Taxation
Another major problem for point industry is that it has been subject to
high excise duty incidence. It was believed that in the wake of the industrial
The Government which used to buy about 40% paint output has severally
inflationary pressure on its production cost has also been faced upon it the cost
spiral from which the industry is suffering has mostly been fuelled by
Sales tax and unbridled input cost coupled with their irregular supply of
take of paints fell as soon as the automobile and consumer durable industries
3. Primitive Technology :
various proportion in most varieties of paints, the technology level is not very
This has enables 2000 small units Indian paints market the other 50% is
4. Other factors :
Not only all these factors are seriously affecting growth in production and
domestic sales. But another factors like mansoons and the growth is the housing
sector. In fact mansoons have a dual effect on the industry on other hand there is
consumer which has eaten into 30% of the paint sold that goes towards original
a float amidst all the mounting problems like imbalance consumption, high cost
problem lies for away. However following are the some suggestion for making
paint market.
More effective profitable & to free from problem with which it has been
surrounded.
luxury item as often through of it is being sold in big cities and big towns.
For correcting the paint market should also be indexed villages and rural
areas.
sending salesman and appointing dealers for that area, then only the problem of
2. Cost Reduction :
Another major problems which needs solution is the raw materials cost,
the 50% of the raw materials are petroleum based which is intensive.
availability of titanium dioxide the principal raw material needed for the final
country will require 1,91,910 tones of titanium dioxide by the year 2000 A.D.
the Production also exceeds 50,800 tones by the year 2000 A.D so it is
extent.
It’s another fact that our country has about 12% of world total
illuminate deposits the major raw materials for titanium dioxide. So if will not
be a major problem to set up units for the manufacture of titanium dioxide, the
3. Excise Relied :
considerable, so that the industry can sell its products at reasonable prices.
The central excise duty element on the Industry is general and for paints
30% to 20%
But a sudden reduction in excise duty will not hold good whatever is
understand the real situation, as paint Industry and excise duty on paints and its
4. Technology-up-Gradation :
General practice that whenever any Industry is found technological gaps, it has
moved quickly to bridge those gaps by acquiring technology from abroad. So in
liberal policy, so this helps the paint Industry from other collaborated countries.
5. Government attitude :
Industry; the Government has not given much interest and importance to this
decorative segment.
SUGGESTIONS
ANALYSIS OF SURVEY FINDING, CONCLUSIONS AND
SUGGESTIONS
Introduction :
Shimoga is one of the major cities in the area of “MALENADU” and having
Survey analysis :
respondents were selected and contacted for getting the desired information . all
a) Businessmen :
in the business groups Asian Paints stands first, Good lass Nerolac and
b) Employees :
among the employed person in shimoga city, only 25% are the users of
Asian paints, wholly attractive on its colour Guarantee and advertisement and
25% are the users of Shalimar paints, Berger paints and Nerolac paints.
c) Agriculturist :
are used Asian paints and remaining 25% are users of Good lass Nerolac paint
and Shalimar paints. Among this group they use more Asian paints because due
d) Professionals :
Among the profession group that 37.5% are the users of Asian paints, and
25% are users of Good lass nerolac paints and remaining percentage will be
shared equally i.e. 12.5% by Berger paints, Shalimar paints and Jansen and
Nicholson.
CONCLUSIONS :
Paint is a very common and popular product and is used by all class of
people. If is fact that 75% of the populations are the users of paints and non
Paint is purchased for many purposes they serve both decorative purpose
and protective purposes, further paints one purchased for new building as well
“Asian paints” which is very good and popularity in the market. If has
been seen that at the time of purchasing paint. Most of customers want the
communication from relatives and friends are the major deal, which introduce
There are the complaints from the consumer regarding the availability of
Asian paints. Consumers are demanding the Asian paints in shimoga. Asian
paint is a good market the supply of Asian paints is sufficient in shimoga. The
opinions of the people towards Asian paints is excellent from these conclusion
wed can say that Asian paint has a market in Shimoga city.
SUGGESTIONS :
While conducting the survey many respondents have given their
suggestions for improvement of Asian paint some of the suggestion that may
help the company to improve the quality and sales of Asian paints are as
follows.
1. Today the cost of paints are 190 to 240 this is beyond the means of lower
and middle classes, in India, majority of the population i.e., 75% of the
population come under lower and middle in come groups. Therefore their
3. Panit market is very competitive and it is the survival of the fittest in the
compete with other which possess wide variety of colours ranges, unless
colour ranges improved the consumer may turn this eyes towards other
brands.
5. the company must realize that many consumers cannot offer can do not
each other. But Asian paint take No. 1 place and also Asian paint gives an
place and agricultural area then definitely the Asian paints will have a
Chapter 08
ANNEXURE
Marketing management
Philip kotler
P.N. Reddy
H.R. Appannaiah
Catalogues
Company profile
Web sites
Consumer Questionnaire
Hello,
Dear respondent;
I am Siddesha .M.S student of final year BBM Acharya tulasi national
could spend some of your time in filling up this questionnaire, your response
1.Name:
2.Address:
3.education:
4.occupation:
(a)Yes (b) No ( )
(e) Others ( )
(b) Reasonable
16. what do you think about the availability of colours in Asian paints?
(a)Yes (b) No ( )
(a)Yes (b) No ( )
20.Do you have any suggestion about the improvement of the Asian paints?
Thanking you
Date:
Place:
Signature