Professional Documents
Culture Documents
On
By
Submitted to
University of Pune
In partial fulfillment of the requirement for the award of the degree of Master in
Marketing Management (MMM)
Through
Vishwakarma Institute of Management
Pune - 48
Acknowledgement
I wish to express my sincere appreciation and deep sense of gratitude to
respected Mr. Rajanikant Salunkhe for his help and guidance towards making this
project a success.
I would also like to take this opportunity to thank Mrs. Dole my project guide
for his valuable guidance and suggestions during this project.
I owe my special thanks to the employees of ELANTAS Beck India Ltd. Pune
Mr. Vijit Gupte and Mrs. Seema Antarkar (Marketing Department) and Mr. Satish
Deshpande (Technical Department) for giving their support and suggestions during
the project. I would also like to thank Dr. Shard Joshi and my friends for their support
and motivation.
Patil Nikhil Mukund
Srivastava Nishant
Certificate from VIM
Certificate from Company
List of Abbreviations
List of tables
1) Area covered
2) Key Personnel
3) Ingredients of Paints
7) Product in use
9) Demand hierarchy
2) Demand Hierarchy
1. Executive Summary
2. Company Profile
4. Research Methodology
5. Data Analysis
6. Findings
7. Suggestions And
Conclusions
8. Limitations
9. Bibliography
11. Appendices
Executive Summary
Objective:
To determine market potential of Acrylic exterior paints.
Durations of Project:
1/06/2007 to 31/07/2007 (2 month)
Scope:
Scope of the project is to determine the market potential of exterior
acrylic paints and creating awareness of Beck India’s products.
Samples:
1) Retailers 2) Painting Contractors 3) Architects
Area Covered:
Pune City 16 47 56
Pimpri- 12 12 17
Chinchwad
Main competitors:
5) Shalimar Paints.
Beck India’s products are known for quality. These products are in initial phase of
introduction. Customer gives good response for these products. These products should
be called as future products.
Company Profile
Formerly known as Dr. Beck & Co. India Ltd., ELANTAS Beck India was
incorporated in 1956 to cater to the growing demand for wire enamels, varnishes and
resins, and the company today produces the widest range of electrical insulating
materials to satisfy the ever-changing needs of the most quality conscious customers
in electrical insulation systems, as well as construction chemicals.
Quality Policy
• We are committed to continually improve our products and services to meet
our customers' requirements, and conform to applicable regulatory standards.
Quality Objectives
• Retain market leadership in Electrical Insulation business by consistently
offering high quality products
• Share information on developments in the international Market with our
customers to enhance their global competitiveness
• Continuously enhance customer satisfaction by improving Logistic support
and technical services
• Utilise group R & D and external know-how for enhancement of product and
process technology
• Improve and continuously upgrade production processes.
Environmental Policy
ELANTAS Beck India, manufacturer of Electrical Insulation and Construction
Chemicals, is wholly committed to environmental protection at Pimpri & Ankleshwar
works and Beck House at Pune.
The company seeks to achieve this commitment through environmental consciousness
and setting objectives & targets based on the following practices:
Environmental Objectives
• Reduce waste
• Reduce resources depletion
• Establish significant presence in high value Coatings & Sealants business
• Minimise environmental pollution & health hazard
• Design and develop products & processes for minimal environmental impact
• Minimise environmental impact of raw material sourcing
• Promote environmental, health & safety awareness among the employees,
contractors, users and transporters
• Conform to applicable laws and Government regulations
Management
Key Personnel
Certification
It is often believed that the success of an organization is measured by its
achievements. ELANTAS Beck has crossed many milestones in its journey on the
path of excellence. ELANTAS Beck is the first Indian manufacturer of insulation and
resin products to receive the approbation of product certifications from the
Underwriters Laboratory, USA. The company has also been awarded both the EN ISO
9001: 2000 Quality Management System Certification and EN ISO 14001
Environment Management System Certification given by the globally respected
agency that's TUV of Germany.
Marketing Network
Technical services:
147, Bombay-Pune Road,
Pimpri, Pune - 411018
India
Phone: +91 (020) 30610600
Fax: +91 (020) 30610601
Email: tsd@beckindia.com
Regional Offices
That structure still continues to some extent today with the significant industry
segment of small- to medium-sized paint manufacturers who serve limited regional
markets.
Industry consensus standards limiting the use of lead pigments date back to the 1950s.
Common house paints, contrary to some consumers' beliefs, contained little, if any,
lead since then. Household paints have not included any lead since its use was banned
by the Consumer Product Safety Commission in 1978.
“Paint is a combination of different chemicals while spread on surface which gives uniform
films, Clear or opaque which decorates and protects the surface”
Intergradient of Paint:
1) Interior Paints.
2) Exterior Paints
Exterior Paints:
• Latex paint is durable, dries fast and easy to cleanup. As it is mildew proof it
can be applied over damp exterior as well. It has to be applied without using a
thinner as it is. Do not spread too thin while applying.
• Acrylic paint is a type of latex paint. This paint is thinned with water and can
be applied on any kind of surface including primer-applied metal. This too
dries rapidly
• Alkyd paint is a synthetic paint that has to be diluted with solvent. This paint
is a little like oil based paints but dries quickly. Can be used over old oil based
paint or alkyd based paint as it covers and hides perfectly.
• Oil paint takes a long time to dry up and it quite messy. But is extremely
durable. As it takes a long time to dry, using it for exteriors can be a problem
due to insects and rain
• Primers are used to seal fresh wood and metal. Use only one coat of primer.
The same applies for finish use only one coat. Primer cannot be used as finish
and vice versa. Applying primer is easier than applying finish, but as the
surface is fresh a lot of paint is required.
In the 1940's after the 2nd world war, the paint manufacturing industry moved
away from the old tried and true methods of making linseed oil paint and began
heavily promoting chemical, petroleum and solvent based paints. With the
awareness of the danger of petroleum products in the environment, we are
entering a new period for the painting industry.
A major difference in modern paints is the change in binder from the used of
natural boiled linseed oil to alkyd oil which is generally derived from soybean and
safflower oil. Use of synthetic resins, such as acrylics and epoxies, has become
prevalent in paint manufacture in the last 30 years of so. Acrylic resin emulsions
in latex paints, with water thinners, have also become common.
Objective:
Primary Objective:
Secondary Objective:
1) Research Framework:
In this project I had to survey the various areas in pune and pimpari-chichwad which
were given to me by the company. As I had to survey primarily to find out who would
be my potential customers, the competitors presence and the other factors that would
facilitate the company to take decision for expansion among pune and pimpari-
chichwad.
For these objectives the research methodology that I followed was:
1. Defining the objective
2. Develop the research plan
3. Collect the information
4. Analysing and interpretation of the data
5. Conclusion
2) Research Plan:
5) Sample Size:
1) Retailers.
2) Painting Contractors.
3) Architects.
6) Sampling Techniques:
Questionnaire Method.
-- Breathable coating.
- Breathibility.
- Durability.
- Elastomeric film.
- Excellent anchoring.
- 300% Elongation
Competitors Analysis:
1) Asian Paints:
b) Apex:
Apex Weatherproof Exterior Emulsion is a water-based 100% acrylic, exterior
wall finish. A high performance, long-lasting exterior paint specially formulated to
withstand extreme tropical conditions of high rainfall, humidity and heat, Apex
provides excellent resistance against the growth of algae and fungi on the walls. It
offers excellent protection against alkali and UV degradation too.
c) Apex Ultima:
It incorporates the latest state-of-the-art technology to provide long-lasting
exterior performance even in the most extreme tropical conditions of india. Its unique
advanced anti algal chemistry ensures that exterior walls are provided with power-
packed resistance against algae and fungi growth. It has very good dirt pick up
resistance and dirt cleaning properties.
2) Nerolac Paints:
a) Nerolac suruksha:
Product Description:
Nerolac Suraksha Advanced Plastic Exterior Paint is an economical water
thinnable coating, specially designed for application on exterior walls in dry or
moderatey humid climatic conditions. It has good Washability, Anti-Algal & Anti
Fungal properties.
Recommended Usage:
b) Excel:
Product Description:
Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion is high
performance premium water based, long lasting exterior paint, with UPF (Ultimate
Paint Formula). It is formulated to suit the extreme tropical conditions of high rainfall,
humidity and heat. The product is based on 100% Acrylic resin and hence it forms a
tough and flexible protective film, with an excellent bonding to the substrate, which
prevents peeling off or cracking for years together. It contains special type of
emulsion which gives Excellent Dirt-pickup Resistance and Excellent Sheen. 1`All In
One Acrylic Exterior Emulsion contains a unique combination of surface protectants,
which are released slowly over a long period of time. This actively helps not only to
prevent the fungal and algae growth, but also, ensures constant surface activity against
these irritants for a long period. It also offers a 7 year warranty*
Performance Features & Benefits:
Recommended Usage:
c) Everlast:
Product Description:
Nerolac Everlast with pliolite is a specially designed solvent based exterior coating
having superior properties with respect to protection of masonry surfaces from
aggressive environmental conditions. It is formulated by using ideal combination of
true pigments and special type of extenders, dispersed in a balanced combination
of different grades of Styrene Acrylate Resins and plasticized with ultra violet
stabilized grade of plasticizer.
• Excellent durability
• Excellent adhesion to masonry surfaces
• Very good alkali resistance
• Unique breathable film properties
• Self cleaning characterstics
• Very good resistance to mould growth
• Can be applied on freshly constructed masonry surfaces.
Usage:
For painting of the exterior surfaces of houses, architectural buildings, bridges, etc.
where masonary surface needs to be protected from adverse climatic conditions.
3) Berger Paints:
In Decorative Paints, Berger has paints and paint systems for every application -
interior, exterior, every surface, concrete, plaster, metal and wood - as well as special
applications like water storage, etc.
Berger acrylic brands like Luxol Silk and Rangoli for interiors, and Weathercoat
for exteriors are quality leaders in technology and represent decor statements that
redefined the premium category. Luxol Hi-Gloss is the national hallmark for
excellence in paint enamel.
The Country's third largest paint manufacturer, with its Headquarters in Calcutta,
BERGER controls a distribution network comprising of 66 stock points and
approximately 10,000 dealers, spread across the country.
4) Shalimar Paints:
a) Shalimar Xtra:
Shalimar Xtra is a premium exterior finish formulated with 100% pure
acrylic emulsion. Its tough & durable film effectively withstands extreme
tropical conditions of high rainfall, humidity, heat & cold, ensuring extra
protection for exterior masonry, brickwork, rendering & concrete. Its state-of-
the-art co-polymer system is specially formulated with light-fast pigments and
highly effective fungicides to keep exterior walls looking their best year after
year.
Area Of Application:
Exterior masonry, Brickwork, Rendering & Concrete.
Analysis of visit to Retailers:
Distributors
Retailers
Customers
Distribution Channel (one level):
Manufacturers
Retailers
Customers
Analysis of Visited Contractors:
Products in Use –
Manufacturers
Contractors.
Indian Paint Industry:
ORGANIZED SECTOR BY MARKET SHARE:
35
Organised sector by By market sector
30
25
Percent (%)
20
15
10
0
Asian Paints Nerolac Berger ICI Paints Jenson and
Paints Paints Companys Nicholson
Demand Hierarchy:
4
Plants
0
Asian Nerolac Berger ICI Paints Jenson
Paints Paints Paints and
Company Nicholson
Sale of products in Pune (Monthly):
ICI Paints
Nerolac Paints
Berger Paints
Cement &
local Paint
Analysis of Visited Architects:
Suggested Products:
Antifungal No No No No No Yes
(Biowash)
Conclusions:
3. Product have Low Density which can Eaisly Hide Hairline Cracks.
Attractive Price
Product awareness.
• Credit period.
• Advertisement.
• Sample requirement.
Suggestions from Architects:
• Product should be more awared.
• Appoint distributors.
During the completion of the project I have taken the references from various sources.
They are mentioned below-
www.beckindia.com
www.asianpaints.com
www.nerolacpaints.com
www.shalimarpaints.com
www.bergerpaints.com
www.icipaints.com
www.google.com
Annexure:
Personal information:
Name:
Address:
Contact no.:
Ans. 1) Yes 2) No
Ans. 1) Yes 2) No
III. How many brands of Exterior acrylic paints available in your shops?
Ans.
IV. Which company’s Exterior paints have more demand in the market?
Ans.
Ans.
VIII. How much your sales of exterior acrylic paints in a month? (tonnes)
Ans.
IX. How many shades of different Exterior acrylic paints are available in your
shops?
Ans.
X. What is the mode of payments of other companies?
XII. What are the pack sizes available of other companies products?
Ans.
Ans.
Questionnaire for Painting Contractors:
Personal information:
Name:
Address:
Contact no.:
Ans. 1) Yes 2) No
Ans.
Ans.
Ans.
Ans.
Ans.
Questionnaire for Architects:
Personal information:
Name:
Address:
Contact no.:
Ans.
Ans.
Ans.
Appendices: