SUMMER INTERNSHIP REPORT ON

A Study of Lead Generation for Kansai Nerolac Paints Ltd.

Submitted in partial fulfilment for the award of the degree of

MASTER OF MANAGEMENT STUDIES

MARKETING

UNIVERSITY OF MUMBAI

Submitted by

MR. HRITHIK RAJENDRA NIKAM

ROLL NO: M-13134

2022-2024

Under The Guidance of

Dr. Girish Jadhav

DES’S NAVINCHANDRA MEHTA INSTITUTE OF TECHNOLOGY AND

DEVELOPMENT, MUMBAI – 400028

[Approved by AICTE & DTE, Affiliated to University of Mumbai]

NAAC Accredited “B++” Grade
 CERTIFICATE

This is to certify that the summer internship report titled “A Study of Lead Generation For
Kansai Nerolac Paints Ltd.” submitted in partial fulfilment for MMS Degree Examination
by Mr. Hrithik Rajendra Nikam is a record of Research work carried out by the student
during the period from Date June 2023 to July 2023 under my guidance, and has been found
satisfactory. This project work is original and not submitted earlier for the award of any
degree, diploma or associateship of any other University/Institute.

COLLEGE STAMP
HERE
Date:

--------------------------- ---------------------------
Dr. Anita Bobade Dr. Girish Jadhav
DIRECTOR PROJECT GUIDE

__________________________
EXTERNAL EXAMINER
CERTIFICATE BY THE ORGANIZATION
 DECLARATION

I hereby declare that this project report submitted by me to the partial fulfilment of the
requirement for the award of MASTER OF MANAGEMENT STUDIES (MMS) of the
University of Mumbai is a bonafide work undertaken by me and it is not submitted to any other
University for the award of any degree, diploma/certificate or published any time before.

Name: Hrithik Rajendra Nikam Signature of the student

Roll No.: M-13134

 ACKNOWLEDGEMENT

This project has been a great learning experience for me. I take this opportunity to thank

Dr. Girish Jadhav, my internal project guide whose valuable guidance & suggestions made
this project possible. I am extremely thankful to him for his support. He has encouraged me
and channelized my enthusiasm effectively.
I express my heart-felt gratitude towards my parents Mr. Rajendra D. Nikam and Ms. Ujjwala
Nikam, siblings and all those friends who have willingly and with utmost commitment helped
me during the course of my project work.

I also express my profound gratitude to Dr. Anita Bobade, Director of DES’sNavinchandra

Mehta Institute of Technology and Development for giving me the opportunityto work on the
project and broaden my knowledge and experience.

I would like to thank all the professors and the staff of DES’s NMITD especially the Library
staff who were very helpful in providing books and articles I needed for my project.

Last but not the least, I am thankful to all those who indirectly extended their co-operation and
invaluable support to me.
 TABLE OF CONTENT
Sr.No Topic Page No

1. Executive summary 1
2. Introduction 2
3. Organizational Background 5-14
 Company profile
 Products
 Policy
4. Literature Review 24-25
5. Need of study 26
6. Competitors of the Organization 27-40
 Asian Paints
 Berger Paints
 ICI Paints
 Concept of Brand awareness
7. Objectives of the study 41
8. Research methodology 45-46
9. Findings 47
10. Recommendations 48
11. Suggestions 49
12. Limitations 50
13. Conclusion 51
14. References 52
Webliography
Nerolac. Healthy home paints.
"Kuchh change karein, chalo paint karein."
 1. EXECUTIVE SUMMARY

Kansai Nerolac Paints Limited is a listed public company incorporated on 02 September, 1920. It
is classified as a public limited company and is located in Mumbai, Maharashtra. Gahagan Paints
and Varnish came into being at Lower Parel in Mumbai Its authorized share capital is INR 85.00
cr and the total paid-up capital is INR 53.89cr.
A century later, this paint company continues to be in an enviable position- that of being the second
largest paint company in India and one of the most trusted names in the industry.

So, what does it take to go from being a relatively small paint company to being a heavyweight
like Kansai Nerolac?

It takes hard work and passion. It takes commitment and courage. It means marching ahead with
fearless innovation. It involves taking risks and celebrating when they work. And going back to
the drawing board when they do not. It means being keenly attuned to the needs of the customer.
And still being invested in the environment. It requires investing in R and D, in technology, in
your workforce. More importantly, it requires the unwavering belief in the product and resolute
determination.

It is because of all this and more, that Kansai Nerolac is the second largest coating company in
India and a market leader in Industrial Coatings. The company offers a diverse range of paints and
coatings, including decorative paints for homes and commercial spaces, industrial coatings for
various applications, and automotive coatings. Kansai Nerolac emphasizes innovation and invests
in research and development to introduce new and advanced products.
The company may leverage cutting-edge technologies in its manufacturing processes to ensure
quality and efficiency.

Kansai Nerolac may engage in various CSR activities, contributing to community development,
education, and environmental sustainability.

1
 2. INTRODUCTION
We are very proud to be a part of this Historic moment, Ayodhya’s Divine makeover with Nerolac
Paint + we painted homes along the 16km route of Ram Path, Bhaktipath and Shahid Path, leading
to the Ram Mandir. The transformation elevated Ayodhya’s overall atmosphere. The Indian paint
industry is over 100 years old. Its beginning can be traced back to the setting up of a factory by
Shalimar Paints in Calcutta (now Kolkata) in 1902. Until World War II, the industry consisted of
small producers and two foreign companies. After the war, the imports stopped, which led to the
setting up of manufacturing facilities by local entrepreneurs. Still, the foreign companies continued
to dominate the market. Initially British paint companies such as Goodlass Walls (now Goodlass
Nerolac), ICI, British Paints (now Berger Paints), Jenson & Nicholson and Blundell & Eomite
dominated the market.

There are now twelve players in the organized sector of India's paint and coatings market and over
2,000 in the unorganized sector. In 2003-04, the organized sector held 70% share of the
approximately $1.5 billion (Rs 6,800 crore) industry, while the balance was made up of the
unorganized units.

The major players are Asian Paints, Goodlass Nerolac, Berger, ICI and Shalimar. Recently, world
leaders like Akzo Nobel, PPG, DuPont and BASF have set up base in India with product ranges
such as auto refinishes, powder coatings and industrial coatings. Kansai Paints of Japan, which
entered into collaboration with Goodlass Nerolac in 1984, is now the holding company for
Goodlass Nerolac with 64.52%equity holding. PPG has a joint venture with Asian Paints to
manufacture industrial coatings. Jenson & Nicholson and Snowcem India are no longer active
players because of dwindling sales in recent years.

In the 1990s, helped by a growing economy, the Indian paint industry recorded a healthy growth
of 12-13% annually. This was mainly due to a drastic reduction in excise from a staggering 40%
to 16%. However, the growth was restricted in 2002-03 to single digits. There was a revival in
2003-04 with a robust growth of 13%.

2
The Indian paint industry has two main market segments-industrial and decorative paints. While
industrial paints are used for protection against corrosion and rust on steel structures, vehicles,
white goods and appliances, decorative paints are used in protecting valuable assets like buildings
The Indian decorative business has a share of approximately 77% in total sales. In foreign countries
50-70% of the business is from the industrial segment. The trends are likely to shift in India too,
but at a slower pace, in favor of industrial paints. The per capita consumption of paint in India is
700 grams versus 19 kg in the U.S. and 2.7 kg and 5.8 kg in other developing countries like China
and Brazil. Because consumption relates to affordability, the low Indian figure is not a surprise.
Within the decorative segment, the share of exterior paints is 21%, interior emulsions 11%,
distempers 30%, solvent-based enamel paint 36% and wood finishes two percent.

The exterior category, particularly exterior emulsions, is the fastest growing segment at 20% for
the last three years. The industrial coatings segment includes high performance coatings with 30%
market share, powder coatings with ten percent, coil coatings with five percent, marine coatings
five percent and automotive coatings 50%.

While Asian Paints was a clear market leader with a turnover of approximately $420 million (Rs
1,943 crores) in 2003-04, Goodlass Nerolac was second with approximately $220 million (Rs
1,010 crores) during the same period.

Kansai Nerolac Paints has become one of the top most companies in the companies in the coating
sector in India due to its quality of product which are the best market. The company has a presence
inseveral Indian states such as West Bengal, Assam, Gujarat, Haryana, U.P, M.P, and Maharashtra.
Kansai Nerolac Paints is headed by Mr. Jamshed J. Irani. Who is the chairman of the company.
Mr. Harishchandra Bharukha is the managing director of Kansai Nerolac Paints which employs
more than 2000 people.

3
4
 HISTORY OF THE ORGANIZATION

KNP emparked our journey in 1920 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, Kansai wall (India) Ltd. Was born

Subsequently, by 1946, Kansai Wall Ltd. Was known as Kansai Wall Pvt Ltd. In 1957, Kansai
Wall Pvt.Ltd. Grew popular as Kansai Nerolac Paints (Pvt.) Ltd. Also, it went public in same year and
established itself as Kansai Nerolac Paints Ltd.

In 1976, Kansai Nerolac Paints Ltd. become a part of the Tata Forbes Group on acquisition of a partof
the foreign shareholder by Forbes Gokak.

In 1983, Kansai Nerolac Paints Ltd. strengthened itself by entering in technical collaboration
agreements with Kansai Paints Co. Ltd., Japan and Nihon Tokushu Toryo Co. Ltd. Japan.

In 1986, Kansai Nerolac Paints Ltd. turned into a joint venture of the Tata Forbes and the Kansai Paints
Co. Ltd., with the latter acquiring 36% of its share capital.

In 1999, Kansai Paints Company Ltd., Japan took over the entire stake of Tata Forbes Group and
thusKNP become a wholly owned subsidiary of Kansai Paint Company Ltd.

In 2006, On the 11Th of July, Kansai Nerolac Paints Ltd. name has been changed to Kansai Nerolac
Paints Ltd.

During the journey of continuous performance excellence, we have entered into many technical
collaborations with other industry leaders such as E.I. Du-Pont de Nemours & Company Inc., USA
and Oshima Kogya Company Ltd., Japan for our different products.

5
KNP‟s incessant journey of successes will go on backed by our present human asset of over
2000 professional and sales turnover of Rs. 1484 Crores.

KNP are esteemed to be a subsidiary of Kansai Paints Company Limited, which is the largest
paint manufacturing company in Japan and among the top ten coating companies of the world.

KNP are the second largest coating company in India with a market share of over 20%.

KNP are the market leader in industrial/ automotive segment supplying over 90% of the OEM
requirements. KNP are the leader in power coatings.

6
 3. ORGANIZATIONAL BACKGROUND

Kansai Nerolac Paints Limited (formerly known as Goodlass Nerolac Paints Ltd) is the largest
industrial paint and third largest decorative paint company of India based in Mumbai. •It is a
subsidiary of Kansai Paint of Japan. As of 2015, it has the third largest market share with 15.4%
in the Indian paint industry. •It is engaged in the industrial, automotive and powder coating
business. •It develops and supplies paint systems used on the finishing lines of electrical
components, cycle, material handling equipment, bus bodies, containers and furniture industries.

The company has 7 directors and 2 reported key management personnel.

The longest serving director currently on board is Pradip Panalal Shah who was appointed on 30
January, 2007. Pradip Panalal Shah has been on the board for more than 16 years. The most
recently appointed director is Pravin Digambar Chaudhari, who was appointed on 26 June, 2023.

Pradip Panalal Shah has the largest number of other directorships with a seat at a total of 17
companies. In total, the company is connected to 33 other companies through its directors.
Kansai Nerolac Paints Limited is a listed public company incorporated on 02 September, 1920. It
is classified as a public limited company and is located in Mumbai, Maharashtra. It's authorized
share capital is INR 85.00 cr and the total paid-up capital is INR 53.89 cr.

7
  VISION VALUE AND CULTURE

We design solutions that protect, inspire and touch lives every day. In today’s dynamic business
environment, no organization can afford to survive without a well
-articulated and carefully thought vision stating the overall strategic direction and long-term future
of its business.

KNP have been at the forefront of paint manufacturing over eight decades pioneering a wide
spectrum of quality products that change the face of economy and lifestyles of people at large.
It is our vision to leverage global technology, for serving our customers with superior coating
systems built on innovative and superior product and world class solutions, to strengthen our lea
dership inindustrial coatings and propel for leadership in architectural coatings, all to the delight
of our stakeholders

KNP firmly believe that it is not only the vision of where we wish to go which will form a
cornerstone of all our further growth, but also our conviction to the fact that the value-based
proposition has to be ultimate foundation of our business.

To this end we consciously have internalized and been practicing this value in all our business
transactions though human beings:

 Innovation

 Entrepreneurial

 Responsive

 Simplicity

 Team Orientation

8
 CULTURAL ETHOS
 Vision driven organization

 Employees feel pride in being part of the organization

 Recognition of human dignity

 Transparency and openness among employees at all hierarchical levels

 Performance- linked reward system

 Management and employee commitment to organization values is high

 Autonomy in work is high

 High commitment to quality products.

9
  MISSION

We leverage superior technology to contribute to our Customers and Society, in a sustainable manner,
with innovative Products and Services, through a competent workforce, built on a culture of Customer
Focus, Integrity and Respect to our Stakeholders.

 INNOVATION

Kansai Nerolac Paints Ltd (KNL) is planning to expand its water-based manufacturing capacity by
42% YoY through a capex of INR 290 crore.

 STRATEGY

Nerolac’s marketing strategy is different from other paint brands. It has always focused on a healthy
paint version by promoting its paints as lead-free.

10
  THE QUALITY POLICY
It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve complete
customer satisfaction by providing products and services that consistently meet or exceed the
customer needs and expectations, pursuant to agreed specifications, delivery schedules and
competitive prices.
the philosophy of the company to systematically operate its manufacturing facilities by inculcatingc
ommitment to total quality management at all levels and on a continuous basis with a view toa
chieving “First Time Right” results in manufacture, services and other operations.

It is the company’s aim to constantly reduce waste of material and effort, increase efficiencies and
ensure safety of plant and people and protection of the environment.

 OPEN DOOR POLICY

Working together requires that we have a friendly atmosphere based on trust and respect amongst all
of us.

At Nerolac we follow an Open-Door policy. Any person is free and welcomed to share good idea,
suggestion, doubt, problem about job or work place, or uncertainties about one’s future in the
organization. An open and transparent communication is appreciated.

 SOCIAL RESPONSIBILITY

The company continues to make its due contribution to community relief and development activities
and has donated both cash and kind for the beautification of some public place in Mumbai and
elsewhere. The company continued its activities directly through trusts/agencies in community
Development and social Welfare including contribution towards national defense, medical help,
education, improvement of environment etc.

11
 1) PAINTS & PRODUCTS

 Interior Wall Paints

 Exterior Wall Paints
 Wood Coatings
 Metal Enamel Paints
 Paint Ancillary
 Adhesives
 Waterproofing
 Nxtgen Painting Services

2) COLOURS

 Colour Catalogue
 Common Colours
 Healthy Home Paints
 Colour Palette
 Red Colour
 Orange Colour
 Yellow Colour
 Green Colour
 Blue Colour
 Violet Colour
 Neutral Colour
 Beige Colour
 White Colour
 Pink Colour
 Purple Colour
 Lilac Colour
 Peach Colour
 Cream Colour

12
  Grey Colour

3) TOOLS

 Nerolac Knows
 Paint Budget Calculator
 Colour Visualiser
 Colour Picker

 PRODUCTS AND SERVICES

We serve our customers through our extensive distribution network spread across India. In India, we
have four manufacturing plants which supply finished goods to distribution network of four Regional
Distribution Centers and 98 Depots.

 Decorative Paint Products

13
14
NEROLAC STORY

Purpose: Create environments for a healthy and beautiful future.

Vision: We design solutions that protect, inspire and touch lives everyday Beauty & Protection

15
 WE ARE A POWER HOUSE OF PAINT

BRAND INNOVATOR’S
NEROLAC: SPIRIT:
JAPANESE TECHNOLOGY LEGACY:
LEADERS IN INDUSTRIAL
2nd STRONGEST
BRANDTHE NEROLAC HOME OF INDUSTRY
JINGLE FIRSTS:IMPRESSIONS
KASHMIR EXCEL
EVERLAST 12 PERMA
NODAMP+ PERMA
CRYSTALSEAL

Strategy to create unique about

Nerolac
 PAINT+

 SERVICES

 PAINTERS

 CONTRACTORS

 ARCHITECTS INTERIORS AND DESIGNER

16
NEW PRODUCT LAUNCH IN 2022-2023

17
 MARKETING AND MEDIA CAMPAIGNS

Co-Presenting Sponsorship on
Co-Associate Sponsor for Star
Indian idol Season Art Salute
Vijay’s show Bharati Kanama

Presence in Popular News Website Revamp

18
INDUSTRIAL HIGHLIGHT TECHNOLOGY

19
 DIGITAL TECHNOLOGYM App

 Customer Experience

Dealer Saathi App Influencer Pragati App

 Intelligent Operations and Control

Service App
• Sales force Automation
Transport Management System Cloud Call Centre • Connect App for DGA’s
• Distribution Management
system App

20
 CRM
App
 Better Decision Making

 Awards and Ratings

• Rated in top 10% in the S&P Corporate

sustainability Assessment 2022 in chemicals
Category out of 400+ companies
• Ranked in the Top Quartile of
FTSE4GoodIndex Series June 2022
• Recognized in the “Leadership” Category by
CRISIL in Sustainability Yearbook 2022

HOME INTERIORS AND EXTERIORS

21
 BOTH BUSINESSES ARE ABOUT BEAUTY
BOTH BUSINESSES ARE ABOUT PROTECTION

1) 2)

MOBILITY

NEW
COMPETITION

3) 4)

INFRASTRUCTURE
APPLIANCES

22
  Our Operational Footprint
Our operational footprint spread across the length and breadth of the country. All manufacturing units
provide a strategic and geographical advantage in serving our OEM clients and customers. It provides
the Company with a strong competitive edge

23
 4. LITERATURE REVIEW

Fisk, Raymond Paul (1981) During the past five years, it has been sought better understanding of
customer satisfaction in the effect of equity and inequity on customer satisfaction However, this study
is related to inequity marketing exchange understand the consequences of inequity in a marketing
exchange. Using this theory, they have consequence the equitable marketing exchange on
dissatisfaction.

Johnson et al (2000) For the business performance they have to attract the customer and retain the
satisfaction. As per Cacippo (2000) basically, customer satisfaction is a satisfaction level of the
customer. Competitors that are prospering in the new global economy recognize that measuring
customer satisfaction as their key. This is because by doing they can attract the new customer.

Dr.Ashish Mathur (2011) Author says the aim is to build the strategic framework for developing the
quality of the paints and strength the infrastructure of the surroundings is beautiful way. The paints
are to fill the human life colourful and its give better imagination to the customer, and to the houses
to give the imagination, beauty and creativity to design the entire life to be in peace. They basically
form the fabric of creative and innovative life with the colours of many moods and emotions.

SoumikGangopadhyay, PradipBandyopadhay, PujashreeSinha (2012) Authors say that Dealers

of Berger Paints Private. Ltd. the factor affecting the choice of paints which is said by the respondents
of Kolkata. The objective of the study was to the factor affecting and recommendation of the designer
interior paints. The result denotes some important factors having an impact on the BERGER paints
Ltd preference of the respondents.

24
Shaikh Reeha Vasi (2012) Authors says this survey is to reflect the areas where the company needs
to improve and where it has gained its popularity. Authors aims to analyse customers level of
satisfaction, are they willing to be loyal customer or do they prefer other brands after using Asian
Paints.

J.D. Power and Associates report (2012) Authors says it has been found by increasing satisfaction
is experience with paints retailers can be additional contributor. More than one half of the paints were
purchased from the dealer of the company and more than one-third received color selection advice.
Here satisfaction is higher among customers who directly purchased their paint from a manufacturer's
specialty store than among those customers who purchased from a home improvement dealer.

25
 5. NEED OF STUDY

Nerolac Paints aims to address critical aspects of marketing strategy, specifically the lead generation
process and brand awareness. The need for this study is underscored by several key factors

The paint industry is highly competitive, with numerous brands vying for consumer attention. As
Nerolac Paints aims to maintain and improve its market position, understanding and optimizing the
lead generation process is imperative to stay ahead in a dynamic and competitive market.

Consumer preferences in the paint industry are subject to change based on trends, aesthetics, and
environmental considerations. Studying the lead generation process will provide insights into
understanding the evolving needs of consumers, allowing Nerolac Paints to tailor its strategies to
meet those preferences effectively.

In the B2B and B2C landscape of the paint industry, a targeted lead generation approach is crucial.
Focusing on both society and builder segments will allow Nerolac Paints to develop specific strategies
for each, recognizing the unique needs and decision-making processes of these consumer groups.

Creating and maintaining a strong brand presence is vital in the paint industry, where brand recall
influences consumer purchasing decisions. The project aims to develop strategies that not only create
brand awareness but also strengthen Nerolac Paints' brand positioning in the minds of consumers and
stakeholders.
Nerolac Paints' corporate goals by focusing on aspects critical to the company's growth. Successful
lead generation and brand awareness initiatives contribute directly to market expansion, increased
sales, and enhanced overall organizational performance. Nerolac Paints addresses the need for
strategic improvements in lead generation and brand awareness, recognizing the challenges and
opportunities in the competitive paint industry. The outcomes of the study are expected to provide
actionable insights for Nerolac Paints to strengthen its market position and achieve sustained growth.

26
 6. COMPETITORS OF THE ORGANIZATION

Goodlass Nerolac Paints Ltd, is a Company of 1320 crore turnover. Company is giving its service
from more than eight decades. In the market company is prevailing with great impact in the
market because there is a large no. of competitors. In both the segment Decorative and Industrial, its
competitor are as follows: -

Decorative Industrial

Asian Paint Asian

Berger Paint Berger

ICI Paint ICI

Now, here are some of the competitors’ products and its brand name.

 ASIAN PAINTS

Premium Emulsion – Royale

Premium Exterior Emulsion – Apex
Washable Distemper - Tractor
Exterior Plastic Paint – Ace
Synthetic Enamel - Apcolite

27
  BERGER PAINTS

Premium Emulsion - Luxol Silk

Premium Exterior Emulsion - Weather coat
Washable Distemper – Bison
Exterior Plastic Paint - Wall Masta
Synthetic Enamel – Luxol
Texturised Finish Exterior - Weather coat Texture
Coment Base Paint - Durocem

 ICI PAINTS

Premium Emulsion - Velvet Touch

Premium Exterior Emulsion - Weather Shield
Washable Distemper – Maxilite
Exterior Plastic Paint – Dulux
Synthetic Enamel – Supercoat
Texturised Finish Exterior – Dulux
Coment Base Paint - Farcocem

 COMPETITORS OF Kansai Nerolac Paints:

Being in the Paint industry, Kansai Paints faces tough competition. Some of its major competitors
are:
 Nippon Paint Holdings.
 Asain Paints.
 General Paints.
 Berger Paints.
 Shalimar Paints.
28
  CONCEPT OF BRAND AWARENESS

A definition coordinating this multidimensional develop has been given (Oliver, 1999) as: “a
profoundly held duty to re-purchase or re-belittle a favored item/ administration reliably later on, in
this manner causing dull same-brand or same brand-set buying, despite of situational impact and
promote activities having the capacity to cause exchanging conduct.” Also, e-faithfulness likewise
has a few parallels to the “store dependability” idea, for example, building rehash store visiting
conduct just as the acquisition of built-up brand name things in t social devotion has been
characterized regarding continue purchasing conduct. Brand awareness has been described as a
behavioral response and as a function of psychological processes. That is, brand awareness is a
function of both behavior and attitudes. Its shows the great confidence placed in the effectiveness of
branding. In general, the brand chosen at many previous purchases has a high probability of being
bought again on subsequent occasions. To attract different market segments and respond to a variety
of customer needs and budgets home look extend its product line from financial system. This branding
strategy helped paint increase gains and revenue as some of the lodging segments have become
saturated.

 IMPORTANCE OF BRAND LOYALTY

Loyal customers are best for hospitality firms because they are easier to serve than non-loyal
customers, and they provide higher profitability. Reich held in his book. The advantages of customer
loyalty are long-term and cumulative. The longer buyer leftovers reliable, the further profit a business
can get from that single customer. The Loyalty Effect explains the advantages of brand loyalty as
follows:

 Continues profit - Customer loyalty is long-term and cumulative

 Reduces marketing cost - Businesses have to invest money to attract new customers, such as
advertising.

29
  FACTORS DETERMINING BRAND LOYALTY

A product always has a visual appeal, and no one can deny that superior look effects always get
preference. The designing and packaging of the product should be excellent. When you write the grab
streak of a product or service, it should aim at the consumer’s needs. Don’t use any tricky line. Use
something that will quickly state the benefit of using your product or service. Advertisement or brand
marketing plays a vast role, as well. The following paragraphs summarize the factors that create brand
loyalty:
 Awareness
 Perceived quality
 Innovation
 Brand extension
 Satisfaction
 Customer background
 Recognize the customer’s needs
 Improve customer service

 RECOGNIZE THE CUSTOMER’S NEED

Understanding the customers’ need lay down the foundation of brand loyalty. If you trace your
customers necessitate and offer exactly what they want, no one can stop you from earning brand
loyalty. When you fulfil your customers’ need they will see your image in a positive way.

 IMPROVE CUSTOMER SERVICE

When customers buy your product or service for the first time, they make a trial purchase. If they are
satisfied, they will keep coming back to you. Making a excellent product is not the end of the story.
Various trade owners make the same mistake. As soon as a product is bought, they forget the
30
customer. If you want to hold back a customer for repeat purchase, you should improve your customer
service. Offer immense service to a customer who enclose bought a product or service. They will
surely come back to you as everybody wish safe, familiar, and quality product.

Lead Generation

Building a successful business requires constant growth and engagement with potential customers.
The key to this growth lies in effective lead generation, the process of attracting and engaging
individuals who have a genuine interest in your products or services. This comprehensive guide
delves into the world of lead generation, providing you with insights, strategies, and practical tips to
fill your sales funnel and propel your business forward.

Understanding Lead Generation

 What is Lead Generation? Defining the concept, understanding its importance in the
business lifecycle, and exploring different types of leads (e.g., marketing qualified leads,
sales qualified leads)
 Benefits of Effective Lead Generation: Increased brand awareness, qualified leads for higher
conversion rates, boosted sales and revenue, enhanced customer relationships
 Challenges in Lead Generation: Identifying common obstacles like competitive landscape,
data quality issues, ineffective marketing strategies, and technological limitations

Building a Strong Lead Generation Framework

 Defining your Target Audience: Understanding your ideal customer, their demographics,
behaviors, and pain points
 Setting SMART Goals: Establishing specific, measurable, achievable, relevant, and time-
bound goals for your lead generation efforts

31
  Developing a Lead Magnet: Creating valuable content (e.g., ebooks, webinars, white papers)
that attracts and engages potential leads
 Choosing the Right Channels: Identifying the most effective platforms for reaching your
target audience (e.g., social media, email marketing, paid advertising)

Content Marketing for Lead Generation

 The Power of Content: Leveraging valuable content to build trust, educate potential leads, and
establish yourself as an industry authority
 Content Creation Strategies: Developing engaging blog posts, infographics, videos, and other
content formats that resonate with your target audience
 SEO Optimization: Implementing search engine optimization techniques to improve website
visibility and attract organic traffic
 Content Distribution: Utilizing social media channels, email newsletters, and influencer
partnerships to reach a wider audience

Email Marketing for Lead Generation

 Building an Email List: Implementing opt-in forms and lead magnets to capture subscriber
information
 Crafting Compelling Email Campaigns: Developing targeted email sequences that nurture
leads and move them through the sales funnel
 Personalization is Key: Segmenting your audience and tailoring your email content to their
specific needs and interests
 Measuring Email Marketing Success: Tracking key metrics like open rates, click-through
rates, and conversion rates to optimize your campaigns

Social Media Marketing for Lead Generation

 Choosing the Right Social Media Platforms: Focusing on the platforms where your target
audience is most active (e.g., LinkedIn for B2B, Instagram for B2C)
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  Creating Engaging Social Media Content: Sharing valuable resources, industry insights, and
behind-the-scenes glimpses to attract followers
 Running Targeted Social Media Ads: Utilizing platform-specific advertising features to reach
a wider audience with highly relevant messages
 Building a community: Engaging with your followers, responding to comments, and hosting
interactive sessions to foster relationships

Social Media Marketing for Lead Generation

 Choosing the Right Social Media Platforms: Focusing on the platforms where your target
audience is most active (e.g., LinkedIn for B2B, Instagram for B2C)
 Creating Engaging Social Media Content: Sharing valuable resources, industry insights, and
behind-the-scenes glimpses to attract followers
 Running Targeted Social Media Ads: Utilizing platform-specific advertising features to
reach a wider audience with highly relevant messages
 Building a community: Engaging with your followers, responding to comments, and hosting
interactive sessions to foster relationships

Paid Advertising for Lead Generation

 Understanding Pay-Per-Click (PPC) Advertising: Utilizing platforms like Google Ads and
Facebook Ads to reach specific keywords and demographics with targeted ads
 Landing Page Optimization: Designing high-converting landing pages that drive visitors to
sign up for your email list or take a desired action
 Campaign Tracking and Optimization: Monitoring ad performance, analyzing data, and
continuously optimizing your campaigns for maximum effectiveness

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Lead Nurturing and Conversion

 Understanding the Lead Nurturing Process: Keeping leads engaged with valuable content
and personalized communication until they are ready to buy
 Segmenting your Leads: Grouping leads based on their interests, behavior, and stage in the
buying journey
 Utilizing Marketing Automation Tools: Leveraging software to automate repetitive tasks
and personalize email communication
 Converting Leads into Customers: Identifying sales triggers, tailoring sales pitches, and
providing excellent customer service to seal the deal

Measuring and Analysing Lead Generation Success

 Defining Key Performance Indicators (KPIs): Identifying metrics like website traffic, lead
conversion rates, and customer acquisition cost to track progress
 Using Analytics Tools: Leveraging web analytics and marketing automation platforms to
gather data and gain insights into campaign performance
 Optimizing your Lead Generation Strategy: Continuously testing and refining your approach
based on data analysis and performance insights

Emerging Trends in Lead Generation

 Artificial Intelligence (AI) and Machine Learning: Harnessing the power of AI to

personalize lead nurture campaigns, predict customer behavior, and optimize campaigns
 Video Marketing: Utilizing engaging video content to capture attention, showcase products,
and build trust with potential customers

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LEAD GENERATION RECOMMENDATIONS:
Digital Transformation: Invest in digital platforms for lead generation. Utilize online channels, social
media, and digital advertising to reach a wider audience. Implement a user-friendly website with
features like paint visualizers and online consultations.

 Customer-Centric Approach: Focus on understanding customer needs and preferences.

Collect feedback through surveys and customer interactions to tailor products and services
accordingly. Implement a customer relationship management (CRM) system to track
customer interactions and enhance communication.

 Educational Content: Create informative content about the benefits of lead-free paints,
innovative painting techniques, and home improvement ideas. Develop blog posts, videos, or
webinars to establish the brand as an authority in the paint industry.

 Interactive Tools: Develop interactive tools on the website, such as a paint budget calculator,
color visualizer, and colour picker. These tools can engage visitors and assist them in making
informed decisions, leading to potential leads.

 Partnerships and Collaborations: Collaborate with home improvement influencers, interior

designers, or architects to reach a broader audience. Partnerships can enhance brand
credibility and attract leads through joint promotions or endorsements.

 Sample Distribution: Reinstate the practice of providing paint samples to customers.

Offering small sample packs allows customers to experience the quality of Nerolac paints,
increasing the likelihood of conversion.

 Targeted Advertising: Use targeted advertising campaigns to reach specific customer

segments, such as homeowners, builders, or automotive professionals. Tailor messages and
visuals to resonate with the needs of each segment.

 Lead Magnets: Create lead magnets, such as downloadable guides, e-books, or exclusive
offers, to capture contact information from potential customers. These incentives can
encourage visitors to provide their details in exchange for valuable content.

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  Event Participation: Participate in industry events, home expos, or trade shows to connect
with potential customers directly. Host interactive booths, workshops, or seminars to
showcase products and engage with the audience.

 Referral Programs: Implement a referral program where existing customers can refer
friends, family, or colleagues. Offer incentives or discounts for successful referrals, turning
satisfied customers into brand advocates.

ADDITIONAL SUGGESTIONS:

 Service Improvement: Address the dissatisfaction related to the service department by

enhancing the responsiveness of sales representatives and local dealers. Implement a system
for prompt complaint resolution.

 Advertisement Strategy: Increase brand awareness through strategic advertising campaigns.

Utilize both traditional media and digital platforms to reach a diverse audience.

 Eco-Friendly Initiatives: Emphasize the eco-friendly aspects of Nerolac paints in marketing

campaigns. Highlight the company's commitment to sustainability and environmental
responsibility.

 Product Diversification: Explore the possibility of introducing new paint variants or

decorative designs to cater to diverse customer preferences and increase market share.

 Rural Market Focus: Develop products and marketing strategies specifically tailored to the
needs of the rural market. Consider affordability and regional preferences in product offerings.

 Quality Assurance: Regularly assess and enhance product quality to address issues related
to color fadedness. Implement stringent quality control measures to ensure customer
satisfaction.

 Geographical Expansion: Consider expanding operations to cover a wider geographical

area, ensuring that the brand has a presence in untapped markets.

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  Employee Training: Invest in training programs for employees, focusing on customer service
skills and product knowledge. Empower employees to handle customer complaints
effectively.

 Community Engagement: Strengthen community engagement initiatives, emphasizing the

company's contribution to community development. Highlight social responsibility activities
in marketing communications.

 Continuous Monitoring: Stay vigilant about industry changes, economic fluctuations, and
competitive landscape dynamics. Regularly update strategies to align with evolving market
conditions.

Understanding Different Lead Generation Strategies

This guide dives into the diverse world of lead generation, exploring various strategies you can use
to attract and engage potential customers. It delves into the strengths and limitations of each approach,
helping you choose the ones most effective for your business goals.

A) Inbound vs. Outbound Strategies:

1) Inbound Marketing: Attracting leads naturally by creating valuable content and nurturing them
through the buying journey.

 Strengths: Builds trust, cost-effective, generates qualified leads.

 Limitations: Takes time to build momentum, requires consistent content creation.

2) Outbound Marketing: Directly reaching out to potential leads through various channels.

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  Strengths: Faster lead generation, targeted outreach, broad reach.

 Limitations: Can be perceived as intrusive, requires careful targeting to avoid spam.

B) Content-Based Strategies:

1) Blogging: Publish high-quality blog posts addressing your target audience's pain points and
showcasing your expertise.

 Strengths: Boosts SEO, provides valuable information, establishes thought leadership.

 Limitations: Requires consistent effort, content fatigue in certain sectors.

2) Infographics & White Papers: Present complex information in visually appealing formats and offer
detailed insights.

 Strengths: Highly shareable, leads to high-quality leads, builds brand authority.

 Limitations: Time-consuming to create, may not reach wider audiences.

3) Videos & Podcasts: Engage audiences with captivating visuals and audio storytelling.

 Strengths: Highly engaging, increases brand awareness, expands reach to different audiences.

 Limitations: Requires technical expertise, production costs can be high.

C) Paid Advertising Strategies:

1) Pay-Per-Click (PPC) Advertising: Target specific keywords and demographics with ads on search
engines and social media platforms.
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  Strengths: Fast lead generation, highly targeted, measurable results.

 Limitations: Can be expensive, requires ongoing bidding optimization.

2) Social Media Advertising: Utilize targeting capabilities of platforms like Facebook and LinkedIn
to reach relevant audiences.

 Strengths: Large reach, high engagement potential, cost-effective compared to some PPC
options.

 Limitations: Requires understanding ad platforms, competition can be high.

D) Interactive & Referral Strategies:

1) Webinars & Live Events: Offer valuable insights and educational sessions to capture leads and
build relationships.

 Strengths: Highly engaging, allows direct interaction with potential customers, generates
qualified leads.

 Limitations: Requires planning and technical setup, may not cater to all time zones.

2) Contests & Giveaways: Encourage participation and lead generation through exciting offers and
prizes.

 Strengths: Generates buzz, expands reach, attracts highly engaged leads.

 Limitations: Can be resource-intensive, may attract low-quality leads seeking only prizes.

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3) Affiliate Marketing: Partner with other businesses to reach new audiences and earn commissions
on referred leads.

 Strengths: Leverages existing audience of partners, cost-effective, expands reach.

E) Niche-Specific Strategies:

1) Email Marketing: Build targeted email lists and nurture leads with relevant content and offers.

 Strengths: Personalized communication, cost-effective, high conversion potential.

 Limitations: Requires building email lists, compliance with spam regulations.

2) Influencer Marketing: Partner with relevant influencers in your niche to reach their engaged
audience.

 Strengths: Builds trust through trusted voices, taps into existing follower base, authentic
outreach.

 Limitations: Finding the right influencer, cost can be high, relies on influencer's reputation.

3) Event Sponsorships: Participate in industry events to directly connect with potential customers.

 Strengths: Targeted reach, builds brand awareness, network with potential partners.

 Limitations: Costly depending on event, competition for attention.

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 7. OBJECTIVES OF STUDY

 To Study the lead generation process.

 To understand different strategies of lead generation.

 To generate lead from society segment and builder segment.

 To make brand awarness in the market.

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 SWOT Analysis of Kansai Nerolac Paints

STRENGTH:

 Strengths are known as capabilities or available resources that a company uses efficiently and
effectively for its development and overall growth.
 One of the largest coating company in India and market leader in automotive and powder
coating.
 Being a subsidiary of Kansai Paint Company Limited, the technological edge of Kansai has
helped company innovate to satisfy consumer’s needs in a better way.
 Key factors to their success are: R&D, Innovation, Quality and Aggressive Branding and
Marketing strategies.
 Being market leaders in automotive category they have most coveted customers like Maruti
Suzuki, Toyota Kirloskar, GM, Tata Motors, HM, Yamaha, Honda, Volvo India, Ashok
Leyland etc.
 It has robust supply chain network.
 It entering the Decorative segments category in a big way with ad with celebrity brand
ambassadors.

WEAKNESS

This is the pain area of the organization where it doesn’t have the resources or skills. The business
has got to work upon these areas so that they’re not left behind from the competition.

 Dynamicity – It’s one of the weaknesses because every day there are some new trends which
keep on coming and customers want to be in sync with trends so as a result product become
outdated soon. It also creates problems in product planning and inventory.
 The Business Model – Kansai Nerolac Paints business model can be replicated easily by its
competitors. Hence the company will have to build a more advanced platform model where
they can integrate vendors, suppliers, and end-users.
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  Modernized Supply Chain and Logistics – The business model of every industry finds its
way to flourish using the Internet and Artificial Intelligence. Hence owing to this, the Kansai
Nerolac Paints supply chain has to be in a robust way that is extremely expensive so that its
model is unique in every aspect.

OPPORTUNITIES

 This helps in understanding what other things a business can do with the present skills and
resources. It helps the business to understand the areas where it can expand and take a lead to
diversify the business and expand the customer base.

 New Product Range – The company has a very good scope to develop new products with
proof of delivery which makes the company stand out from the competition.
 Technology Innovation -In today’s world technology innovation has become a new means
to increase industrial productivity, thus allowing manufacturers to produce and supply varied
types of products and services.
 Digital Opportunities – Online services are intensifying and customers tend to avail
themselves quite often. The modern world is all about being online so it would be a great deal
to both the company and its users to provide and avail the services.
 Low Inflation Rate – Reduction in inflation rate brings out more steadiness in the market. It
provides credit at a low-interest rate to the company’s customers. This boosts the consumption
of the company’s products thereby providing them with huge opportunities.
Building perception as eco-friendly and greener brand.
Capitalizing on Growth potential in rural India and Infrastructure development.

THREATS

This analysis helps in understanding what are the areas which may impact the business in the future
or directly. So business has got to brace itself to handle the threats within the market landscape.

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  Stringent Government Rules – Strict government rules and regulations turn out to be
barriers in respect of product quality and manufacturing facilities.
 Scarcity of Raw Material – Scarce raw material and instability in the price also is a huge
threat to the company. The production is dependent on the raw material and its scarcity might
hamper the production cycle which will result in a huge loss to the company and its inventory
cycle.
 Tough Competition– Even though Kansai Nerolac Paints is superior in the paint
manufacturing segment, it faces stiff competition from the local and international markets.

STP OF KANSAI NEROLAC PAINTS

Segmentation Middle- and Upper-class home-owners; automotive industry; General

purpose
Target Market Automobile brands (2 & 4-wheelers segment), Home-owners,
Engineering Industries;
Positioning Low VOC and Lead-free healthy home paints and market leaders in
Industrial Coatings

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 8. RESEARCH METHODOLOGY

1) TYPE OF RESEARCH

Descriptive Research:

The research design is Descriptive in nature. The research design is a blueprint for fulfilling the
objectives & answering the questions. The research conducted for Kansai Nerolac Paints is
exploratory and descriptive in nature. It aims to explore and describe factors related to lead
generation, brand awareness, and customer satisfaction in the paint industry

2) SOURCES OF DATA

Secondary Data:

Extracted from company reports, industry publications, government regulations, and existing
literature related to the paint industry.

3) SAMPLING

Stratified Sampling:
In our study, I have used convenience sampling method as our sample was The research may have
employed a systematic sampling method, targeting specific segments of the population such as
homeowners, automotive industry professionals, or general consumers. This allows for a
representative sample that reflects the broader market.

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 9. FINDINGS

From the above analysis I have found that,

 The findings from this research shows that the company is working hard to maintain the
quality of its paints as the least number of the customers have some problems regarding low
price of paints product. Almost 70% of the respondents have agreed that after using Nerolac
paints they get a smooth wall surface.
 But the certain dissatisfaction still prevails regarding the texture and smell of the primers.
Such of the dissatisfied customers have shown positive inclination towards other brands.
 Regarding the service department of the Nerolac Paints. This include, the services provided
by sales representative of which the total satisfaction prevailing is just 30% and the level of
the dissatisfaction is 40%, more as the respondents have reported, the local dealers and team
leaders are care free and do not respond to them complains

 It has been found that Kansai Nerolac paints doesn’t contain low pricing paints.

 It has been found that sample of 200 g paints were given to the Nerolac customer to satisfy
them in the past. But nowadays sample was not given to the Nerolac customers. Because of
this the customers face problems of disinterest and they are moving to other paints.
Competitors like Asian paints has utilised this opportunity and started giving samples to their
customers to satisfy them. This is one drawback to Nerolac paints.

 Absence of advertisement in Nerolac paints has been found.

 Above all it has been found that when there is a drawback in Nerolac paints, many customers
prefer other paints.

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 10. RECOMMENDATION

Continuous Innovation: Digital Transformation: Supply Chain Optimization:

Brand Building: Customer-Centric Approach:

 Invest in research and development to stay ahead of market trends and maintain a competitive
edge.

 Explore eco-friendly and sustainable product lines to align with consumer preferences.

 Embrace digital opportunities by enhancing online services and engagement with customers.

 Develop a robust online presence and e-commerce platform for convenient product access.

 Modernize and optimize the supply chain to enhance efficiency and reduce costs.

 Explore advanced technologies like AI for supply chain management.

 Continue aggressive branding and marketing strategies to strengthen brand awareness.

 Leverage the celebrity brand ambassadors for the decorative segment to enhance visibility.

 Focus on understanding and meeting customer needs to improve customer satisfaction.

 Implement customer feedback mechanisms for continuous improvement.

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 11. SUGGESTIONS

 Kansai Nerolac Paints must improve its service sector. If there are any complaints regarding the
product of the Kansai Nerolac paints, the line officers must follow up with calls or emails, if required
they must send their workers to repair the damaged caused due to the company's product.

 Kansai Nerolac Paints Co. must re-treat its primers, in its research laboratories to avoid the
inhalation of the harmful fumes and make the products eco-friendly.

 Kansai Nerolac Paints is one of the best paints, but certain weaknesses still persist, regarding its
colour fadedness and there is no much advertisement for this paints if they make more advertisement
means it can be more popular to all. Therefore, to avoid this, the company must have a regular check
on its production department and quality department and every activity related to the development of
the product.

 Kansai Nerolac paints must provide decorative designs paints to increase their profits

 Kansai Nerolac paints must provide samples so that customers feel easy to select their paints.

 The Company must also concentrate more on the rural needs of the customers with suitable products
and colours

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 12. LIMITATIONS

 The research methodology may have limitations related to the sample size and its
representativeness. A larger and more diverse sample could provide a more
comprehensive understanding of the market.

 The study's focus on specific states may limit the generalizability of findings to a broader
national context. Including a more extensive geographical scope could enhance the
study's applicability.

 Potential bias in data collection methods, especially if relying heavily on surveys, could
impact the objectivity of findings. Combining multiple research methods may mitigate
this limitation.

 Changes in economic conditions, such as inflation rates, were identified as opportunities.

However, economic fluctuations could pose threats and impact the feasibility of certain
recommendations.

 The dynamic nature of the paint industry's competitive landscape could render certain
recommendations obsolete. Continuous monitoring and adaptation to industry changes
are crucial.

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 13.CONCLUSION

This study observes that Kansai Nerolac paints is competitive in all factors. Overall the customer
rated as 4/5 which means they are satisfied with this paints but they have to improve in service sectors,
the customer expects more products in low price and they want sample for all the paints, there is no
discounts or coupons for the bulk buying customers, there is no proper communication that is
advertisement for their products, as there are many local paints it is better to change their pricing
strategy if these all are fulfilled means then Kansai Nerolac paints will take the first place in Paint
industry.

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 14.REFERENCES

1) Soumik Gangopadhyay, Pradip Bandyopadhay, Pujashree Sinha (2012). "Factors Affecting

the Choice of Paints: Insights from Dealers of Berger Paints Private LtdThe study aimed to
identify factors influencing the preference of BERGER paints Ltd by respondents in Kolkata.

2) Dr. Ashish Mathur (2011). "Strategic Framework for Enhancing Paint Quality and
Infrastructural Beauty.The author emphasizes the role of paints in bringing color, imagination,
beauty, and creativity to human life and infrastructure.

3) Fisk, Raymond Paul (1981). "Equity and Inequity in Marketing Exchange: Understanding
Consequences on Customer Satisfaction.The study explores the impact of equity and inequity
on customer satisfaction in marketing exchanges.

4) Shaikh Reeha Vasi (2012). "Surveying Customer Satisfaction and Brand Loyalty: A Case
Study on Asian Paints.The survey aims to identify areas for improvement and assess customer
satisfaction and loyalty toward Asian Paints.

5) Johnson et al (2000). "Attracting and Retaining Customers for Business Performance. The
study highlights the importance of customer satisfaction in attracting and retaining customers
for business success.

6) J.D. Power and Associates Report (2012). "Enhancing Customer Satisfaction in Paint Retail:
Insights and Recommendations." Published by J.D. Power and Associates. The report
emphasizes the positive impact of increasing satisfaction in the paint retail experience on
customer preferences.

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 WEBLIOGRAPHY

 https://www.nerolac.com/paintingservices
 https://iide.co/case-studies/marketing-strategy-nerolac-paints
 https://www.scribd.com/doc/163758499/Sip-report-on-Kansai-Nerolac-Paints
 https://www.nerolac.com/blog/pu-paint-polyurethane-waterproof-roof-coating
 https://www.coatingsworld.com/issues/2007-10/view_features/the-indian-paint-industry/
 https://www.instagram.com/kansaipaintapac/

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