Decotouch Paints Limited Project Report

PROJECT REPORT

ON

BRANDING AND PROMOTION OF

DECOTOUCH PAINTS

Submitted To:- Submitted By:-

KNS WORLD MANAGEMENT ABHISHEK KUMAR KESHRI

COLLEGE, GURGAON PGDM 4TH TRIMESTER

1

PROJECT REPORT ON

BRANDING AND PROMOTION OF

DECOTOUCH PAINT LIMITED

SUBMITTED BY

ABHISHEK KUMAR KESHRI 01/KNSWMC/12

UNDER THE GUIDANCE OF

KRISHNA KANT MISHRA

(ASST. GENERAL MANAGER, DECOTOUCH PAINT LTD.)

Submitted to:

Department of management in the partial fulfillment for the

Post Graduate diploma Program in

MANAGEMENT

(Dual specialization in Marketing and Human Resource)

KNS WORLD MANAGEMENT COLLEGE

Approved by AICTE & Ministry of HRD, Govt. of IndiaGurgaon, Haryana

August 2013

2

3

ACKNOWLEDGEMENT

We would like to thank our guide KRISHNA KANT MISHRA (ASST. GENERAL

MANAGER, DECOTOUCH PAINT LTD.) for their support, advice, and encouragement

throughout the project. From simple to complex problems that seemed impossible to

solve, our advisors were always able to provide sound advice and often an elegant

solution for chaotic combinations of problems. And for showing trust and confidence in

us and assigning us such task to perform, this enhanced our knowledge and gave us the

best experience.

“To be in the right direction at right speed you require a spark and you can travel all

through your destination. The spark is the initiation of the path to your destination.”

Special thanks to Mr. RAHUL MAKHIJA (MANAGER, DECOTOUCH PAINT LTD.)

and Ms. NEHA CHAUHAN (ASSISTANT PROFESSOR, MANAGEMENT

DEPARTMENT). The coordinator of this project who helped us in our every problem

either it is complex or it is simple.

.

4

Abstract

This report analyses the strategies in Branding and promotion of the Decotouch paints Limited. Decotouch is becoming one of the most recognizing companies in paint manufacturing industry in our country. This report has covered almost all the strategy in Branding and promotion of Decotouch paints for marketing its product. It also includes a brief profile of the company. To know the strategy of the company it also includes the product categories and the distribution channel of the company. The objective of this report is to enhance branding and promotion as well as identify and analyze marketing strategies of Decotouch paints (Broadly). We have used both the Primary sources of data and Secondary sources of data. The data has been collected through some non structured questionnaire. The limitations to get the proper information were Time barriers, Intension to not disclose the information Rules and regulation etc. The vision of the company is to remain as the benchmark in the Paint industry. Being an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team. Their mission is to increase the turnover by 100% in the next five years and remaining socially committed ethical company. Production of paints and coatings is the core business of Decotouch. It produce a wide range of paints including decorative/architectural paints, industrial coatings and powder coatings. Decotouch paints Limited operates its business in a competitive environment with national organizations. At present the company holds 9% market share. It’s clearly indicated that Decotouch paints Limited is in the improving position among all other competitors in the paints industry .The majors participant of the paints industry are ; Asian Paints, Dulux paints Berger paints, Nerolac paints, Shalimar paints, etc. Among this company only Asian Paints and Berger paints are multinational and others are all local producers. Being an Intern I worked at Decotouch paints Limited. I really enjoyed the job during my internship program. I had to conduct market survey, field visit and dealing with the dealers of different Paints companies. Marketing strategies of Decotouch paints Limited is built on STP – Segmentation, Targeting and Positioning. Decotouch discovers different needs and groups in the market place, target those needs and groups that it can satisfy in the superior way and then position its offerings, The shade cards in Decotouch Color Bank stores are merely indicative of the amazing choice Berger Color Bank can give you. The rest is up to your imagination and your fingertips. Every Decotouch Color Bank store has a computerized color tinting machine to help you choose and take home your own shades from our world class range of paints. Availability of your chosen shades is always ensured as the paint is created and dispensed by the machine before your very own eyes.The company has effective distribution network all over the country. It has many direct dealers. In addition, numerous secondary dealers operating in the outskirts of the major markets are engaged in selling the products of the company.Berger is constantly working to improve its products quality through comparative study and customer feedback in order to maintain competitive edge. However, finally in this report there are some suggestions and recommendations for making better strategy and removing lacking.

5

TABLE OF CONTENTS

1. INTRODUCTION 7

2. LITERATURE REVIEW 9

3. PRODUCT RANGE 18

4. MARKET RESEARCH ON DECOTOUCH PRODUCTS 24

5. BRANDING AND PROMOTION 26

6. MARKET PROMOTION STRATEGY 29

7. MATRIX OF DECOTOUCH PAINTS 31

8. SWOT AND ANALYSIS 35

9. CUSTOMER/CONSUMER SURVEY 36

10. CONCLUSIONS 45

6

INTRODUCTION

The company was established in the year 1997 with the name Diamond Retail Mart Pvt. Ltd. It is a leading manufacturer & exporters of Building Products & Processed Minerals. It’s an ISO-9001 Company. The Company has been well known in Domestic market for its quality products especially Wall Putty, Plaster of Paris and Construction Chemicals. The Company is also specialized in Processed Minerals. 

Diamond Retail Mart Pvt. Ltd. is one of the frontrunners in delivering processed minerals. It has been known as one of the leading manufacturers and suppliers in the domestic market for the best quality of mineral powders. Their expertise in the concerned area has enabled us to customize the products as per the client requirements. One of our prime concern areas is to derive client satisfaction through all our endeavors. We ensure our clients to get the best from our products. We also offer them technical support on how to use our products in their respective industry for best results.

In 2008 the company starts its paints section with the name Decotouch Paints Ltd. Decotouch Paints , a name known for innovation, technology, color range and quality preferred work culture paint manufacturing industry. With head office in capital city Delhi," Decotouch Paints" manufactures and markets a range of decorative & industrial paint products under various product names and has its countrywide distribution network of dedicated dealers.

The company has always motivated all who work with it. Improvements in the areas of quality, innovation, product distribution, product advertising and relationship management, continues to inspire and direct our growth activities today. As a result, we are excelling at creating and selling products that preserve, protect, and beautify our homes, building and structures - products that our customers desire and demand.

Our commitment to color inspires an ongoing search for the perfect hues, the ones that lead our customers to exclaim “that’s my color". Our distribution network does more than just sell our products, they provide the service and the tools that give customers confidence about their product choices, their color selections, and their ability to get the best results possible.

7

The plant of the company is in Alwar, Rajasthan and the head office is in Pitampura, New Delhi.

1 About CompanyDecotouch paints, a name for innovation ,technology, color range and quality preferred work culture, is rapidly leading brand to capture the recognizing market share in paint manufacturing industry it was started with name of diamond wall putty mart ltd. In year 1997 from Alwar, Rajsthan. And grow very fast in the putty industry it had capture the putty market quickly, and company ware seen the very fruitful response of the diamond putty then company had being more ambitious for the company growth than they were thought about stared to the paint segment in the market so they were started a company with the name of Decotuch Paints Ltd. In the year 2007-08. Decotuch is an ISO 9001-2008 certified company and its head office in Delhi.

Vision:The vision of the company is to remain as the benchmark in the Paint industrybeing an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team.

Mission:•To increase the turnover by 100% in the next ten years.• It will remain socially committed ethical Company.

Objectives:Decotouch paints Ltd is committed to add value to life to out performs the peers in terms of longevity, customer service, revenue growth, earnings and cash generation. Besides the company will be the employer of choice for all existing and future employers. But it also tries to do best in the conjunction with activating the ultimate objective of a business organization –Wealth Maximization.

Quality policy We at Decotuch are committed to provide full satisfaction to our customer with respect to quality, reliability and distribution. We shall achieve this gale by:

Upgrading our technology continuously to meet expectation of customers. Planned training and development program for all the employees. Establishing a quality management system conforming to international

standareds. Developing a culture of “Always getting it right”.

8

: LITERATURE REVIEW

2.1 Paint and paint industriesPaint is any liquid having mastic composition which, after application to a substrate in a thin layer, is converted to a solid film. It is most commonly used to protect color or provide texture to objects.

Paints and the coatings industry consists of manufacturers of paints, varnishes, shellacs and stains. It includes two distinct subsectors- decorative and industrial. The decorative coating subsector depends heavily on the performance of the construction sector, whereas industrial coatings are linked closely to the automotive, major appliance and industrial equipment sectors.

Decorative coating includes interior and exterior house paints, primers, sealers, varnishes and stains. They are sold to contractors and the general public through retail and wholesale outlets as well as direct to large commercial accounts. A large and growing portion of retail sales is through large chain such as wal-mart and home depot, largely in the form of private-label brands.

Industrial coatings include automotive paints, can coatings, coil coatings, furniture finishings and road-marking paints. Most of these products are sold direct to the end user.

Paints and coatings are formulated products. The base material, known as the binder, is the film-forming ingredient that largely determines the performance characteristics of the coating. In the past, binders were natural products such as linseed or soyabean oils. Today to achieve higher performance, almost all binders are synthetic polymers. The binder is compounded with fillers to extend the product, pigments to impart color and solvents to control viscosity. Small quantities of a large number of other chemicals such as thickeners, biocides, plasticizers, dispersants, defoamers, ultraviolet absorbers, driers, emulsifiers and adhesion promoters, are added as required in each formulation.

Now talking about technology, although the manufacturing of paints and coatings involves relatively simple processes, extensive knowledge and experience with the raw materials as well as their formulation and compounding is essential. A few of the larger coatings manufacturers are vertically integrated, producing resins, for captive consumption. For other firms in the industry there is high degree of dependence on the raw material suppliers for the introduction to the new technologies. The paint company then assumes responsibility for formulation of these raw materials into coatings offering improved performance. This aspect of formulation is where most paint companies derive their competitive advantage- by designing and producing coatings to satisfy a particular market demand. The role of new technology in determining a company’s competitiveness is most pronounced for industrial coatings. In decorative coatings, there is higher degree

9

of similarity in the technologies used by all companies, and in this case product differentiation is created through superior marketing and customer service.

Coming towards its threat i.e Volatile organic compounds (VOCs) in paint are considered harmful to the environment and especially for people who work with them on a regular basis. Exposure to VOCs has been related to organic solvent syndrome, although this relation has been somewhat controversial. In the US, environmental regulations, consumer demand, and advances in technology led to the development of low-VOC and zero-VOC paints and finishes. These new paints are widely available and meet or exceed the old high-VOC products in performance and cost-effectiveness while having significantly less impact on human and environmental health.

SEGMENTATION OF INDIAN PAINT INDUSTRIES

INDIAN PAINT INDUSTRIES

Decorative segment Industrial Segment

Premium Range Medium Range Distemper Range Automotive Sector Consumer Durables

(High and Acralic (Enamel Paints) (Low End Paints) (About 2/3rd share) Marine Paints and

Emulsions) other paints

Metros and Small cities Sub-urban and

Large cities Rural areas

10

REVENUE BREAKDOWN OF DIFFERENT TYPES OF PAINTS

ENAMELS INTERIOR EMULSION DISTEMPER EXTERIOR

EMULSION WOOD FINISH

Sales 49 19 17 12 2

0

10

20

30

40

50

60

Sale

s in

%

Sales

This bar diagram show the consumption of different types of paints used in India last year amongst which enamels paint tops the chart followed by interior emulsion and distemper whereas wood finish and exterior emulsion are at the bottom position.

Now, if we talk about the Decotouch paints they do not manufacture enamels paint. Thus they greatly rely on interior emulsion and distemper . Although it is third largest manufacturer of wall putty in India after JK and BIRLA and its most of the revenue generated from it only along with it it is doing better in other paint types. More over it is planning to manufacture the enamels paint by the end of this year

11

2.2 Company Profile

Decotuch paints, a name for innovation ,technology,colore renge and quality preferred work culture, is rapidly leading brand to capture the recognizing market share in paint manufacturing industry it was started with name of diamond wall putty mart ltd. In year 1997 from Alwar, Rajsthan. And grow very fast in the putty industry it had capture the putty market quickly, and compay ware seen the very fruitful response of the diamond putty then company had being more ambitious for the company growth than they were thought about stared to the paint segment in the maket so they were satred a company with the name of Decotuch Paints Ltd. In the year 2007-08. Decotuch is an ISO 9001-2008 certified company and its head office in delhi. Now Decotuch have a all acrylic paint, wood, metal and cement primer, wall putty white cement plaster of paries (POP) and emulation etc. with the head office in capital city DELHI.”Decotuch Paints” manufactures and markets arrange of decorative and industrial paints products under various product name and has its countrywide distribution network of dedicated dealers. The company has always motivated all who work with it. Improvement in the areas of quality. Innovation, product distribution, product advertising and relationship management, continues to inspire and direct our growth activities today. As a result, we are excelling at creating and selling products that preserve, and beauty our homes, building and structure- product that our customers desire and demand.Our commitment to color inspires an ongoing search for the perfect hues, that lead our customers to exclaim” that ‘s my color”. Our distribution network does more than just sell our products, they provide the service and tools that give customers confidence about their product choices, there color selection, and their ability to get the best result possible.

Vision:The vision of the company is to remain as the benchmark in the Paint industrybeing an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team.

Mission:•To increase the turnover by 100% in the next ten years.• It will remain socially committed ethical Company.

Objectives:Decotouch paints Ltd is committed to add value to life to out performs the peers in terms of longevity, customer service, revenue growth, earnings and cash generation. Besides the company will be the employer of choice for all existing and future employers. But it also tries to do best in the conjunction with activating the ultimate objective of a business organization –Wealth Maximization.

12

Quality policy

We at Decotuch are committed to provide full satisfaction to our customer with respect to quality, reliability and distribution. We shall achieve this gale by:

Upgrading our technology continuously to meet expectation of customers. Planned training and development program for all the employees. Establishing a quality management system conforming to international

standareds. Developing a culture of “Always getting it right”.

2.3 VARIOUS PRODUCTS OF DECOTOUCH

EXTERIOR CEMENT PAINTS (rasiya)Exterior cem-paints is a waterproof cement paint which works against moister, heat and delay causing bacteria. It is based on white portland cement and other additives. It is specially formulated for smooth, buttery and consistent flow.

ACRYLIC EMULSION

EXTERIOR WEATHER GUARDDecotouch weather defender exterior paint, water based 100% acrylic, exterior finish, specially, humidity and heat. A high performance, long lasting exterior paint, which provides exceptional resistance against the growth of algae and fungi on the wall as well as against alkali UV degradation. It has unique feature of heat resistance technology that enables the wall to breathe out moisture and eventually keeping your house upto 5 degrees cooler.

INTERIOR ACRYLIC (WASHABLE DISTEMPER)Decotouch washable acrylic distemper, water based interior wall paint, giving an attractive, delightful and long lasting matt finish. A special formulation with acrylic copolymer binder, ensure shade retention for a long time. It’s fast drying result in quicker completion of painting jobs.

INTERIOR ACRYLIC EMULSION Decotouch interior washable acrylic emulsion a perfect product to give your walls a luxurious, smooth and silky feel with a fresh look that lasts for years. This superior quality acrylic copolymer based emulsion, is fast drying and exceptionally smooths inflow and leveling.

13

PRIMER OF DECOTUCH

METAL PRIMER (RED OXIDE METAL PRIMER)Red oxide metal primer a solvent-based economical anticorrosive protective for interior and exterior, ferrous and non-ferrous work, including work.

WOOD PRIMER (WHITE WOOD PRIMER)White wood primers are solvent-based economical primer for interior wood surfaces that covers the wood grains and provide uniform surface for subsequent paints. It enhances coverage of finishing paint besides improving enamel hold out property.

CEMENT PRIMER (WALL PRIMER) Cement primer is water based protective prime suitable for used on wall application on plastered, masonry, pop, limed or pre-painted surfaces. It is specially formulated to give better adhesion on the surface with excellent interior adhesion

The weather cast is a water based primer which is suitable for exterior surface made of special pigments. It ensures longer life of the entire pant system. This primer seeps thought the permeable surface and seals it. Moreover this primer provides exceptional whiteness opacity.

WALL PUTTYThe elegant décor of your home can easily be marred by the eyesore of flaking, ruining even the expensive cast of paint on your walls. Decotouch wall putty offers you total protection against flaking. As white cement-based putty, it binds strongly with the based plaster, even if the surface is damp, and forms a protective based, it fills up the pores in the walls and ceiling, giving you a smooth and dry surface for painting. With an effective protection against flaking, you are assured of a good looking home for years to come.

PASTER OF PARIS (GYPSUM PLASTER)Decotouch gypsum plaster is a super plaster with superior whiteness. Our white gypsum plaster is with perfect blend of quality and high reliability.

14

WORKING OF A PAINT PLANTS

15

WORKING OF AN DECOTOUCH PAINT PLANT

END USER

MAJOR PRODUCTS

MAJOR INPUTS

Raw material(56%) +

Selling and administration expenses(23%) +

Employee cost(12%)

employee

Decorative products:

Paint Emulsions, Cement Paints, Washable Distemper

Industrial products:

Metal primer, Wood primer, Wall primer, Wall putty

Households and Construction firms (70%) +

Consumer Goods Mmanufacturers, industries (30%)

DECOTOUCH PRODUCT LINE

16

DECOTOUCH PAINTS PRODUCT LINE

Ancillaries

1. Wall primer2. Metal primer

3. Wood primer4. Wall putty

Decorative Paints

1. Exterior walls2. Interior walls3. Emulsion4. Distemper5. Cement paint

If we talk about the Decotouch paints product line, it is mainly characterized into two segment i.e ancillaries which mainly comprises of primer and wall putty and the other one is decorative paints which mainly comprises of wall paints, emulsion, distemper and cempaint. Decotouch is also

looking forward to expand its product line by manufacturing enamel paints

17

PRODUCT RANGE

Decotouch Paints:

Exterior Acrylic Emulsion

Exterior weather defender: Decotouch weather defender exterior paint, a water based 100% acrylic, exterior finish, specially formulated to withstand extreme tropical conditions of high rainfall, humidity and heat. A high performance, long lasting exterior paint, which provides exceptional resistance against the growth of algae and fungi on the walls as well as against alkali and UV degradation.

Exterior emulsion cool-n-cool: Decotouch cool-n-cool exterior paint, formulated with unique pigments and additives, can withstand extreme weather conditions. It has a unique feature of heat resistance technology that enables the wall to breathe out moisture and eventually keeping your house up to 5 degrees cooler.

Packing: Exterior acrylic emulsion comes in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.

Interior acrylic emulsion

18

Decotouch interior washable acrylic emulsion, a perfect product to give your walls a luxurious, smooth and silky feel with a fresh look that lasts for years. This superior quality acrylic copolymer based emulsion, is fast drying and exceptionally smooth in flow and leveling.

Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.

Acrylic washable distemper

Decotouch washable acrylic Distemper, water based interior wall paint, gives an attractive, delightful and long lasting matt finish. A special formulation with acrylic copolymer binder ensures shade retention for a long time. It’s fast drying results in quicker completion of painting jobs.

19

Packing: They come in 20kg, 10kg, 5kg of packs.

Wood Primer

White Wood primers are solvent-based economical primer for interior wood surfaces that covers the wood grains and provide uniform surface for subsequent paints. It enhances coverage of finish paint besides improving enamel hold out properties.

Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.

20

Metal Primer

Red oxide metal Primer a solvent-based economical anti-corrosive protective primer for interior and exterior, ferrous and non-ferrous metal work, including steel work.

Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.

21

Cement primer

Cement Primer is water based protective primer suitable for use on wall applications on plastered, masonry, POP, Limed or pre-painted surfaces. It is specially formulated to give better adhesion on the surface with excellent interior adhesion.

Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.

Wall Putty

The elegant decor of your home can easily be marred by the eyesore of flaking, ruining even the expensive coat of paint on your walls. Decotouch Wall Putty offers you total protection against flaking. As white cement-based putty, it binds strongly with the base plaster, even if the surface is damp, and forms a protective base. It fills up the fine pores in the walls and ceiling, giving you a smooth and dry surface for painting. With an effective protection against flaking, you are assured of a good looking home for years to come.

22

Packing: It comes in two packs 20kg and 40kg (Industrial pack).

Gypsum Plaster

Decotouch Gypsum Plaster is a superfine plaster with superior whiteness. Our white Gypsum Plaster is with perfect blend of quality & high reliability.

23

MARKET RESEARCH ON DECOTOUCH PRODUCTS

Sample Size

For the market research our target audience is as follows :

Paint Distributors Paint Dealers Painters

As we know that the main products of Decotouch are wall putty and decorative paints.Wall Putty:

From our research the main leaders of wall putty are JK and Birla. These two companies are the competitors of Decotouch wall putty in the market. Most of the market share is covered by JK wall putty and Birla wall putty has also got a good market position. But now Decotouch wall putty also make its market share and compete with JK and Birla wall putty. The 50% of the market is taken by JK wall putty, 35% is taken by Birla wall putty, 10% is now taken by Decotouch wall putty and 5% is taken by other Companies.

The Market share chart for wall putty is

Paints:

From our market research the main leaders of Paints industry is Asian Paints. Asian Paints is the leading company in the market. There are others companies also who are good in the market like Berger, Nerolac, etc. These companies also have a good market share in paints. Decotouch paints is the new entrant in paints industry and also new in the market. Time required for Decotouch Paints to make a good position in the markets. As per our market research 60% of the market share has been taken by Asian Paints, 20% has been taken by Berger paints, 15% has been taken by Nerolac, 2% has been taken by Decotouch paints and the rest 3% has been taken by other companies.

The market share chart for Paints is

24

Area Covered:

We covered most of Delhi/NCR region. In Delhi region we covered various markets.

North Delhi Pitampura Rani Bagh Rithala

Center Delhi/Old Delhi Chandani chowk Chawari Bazaar Nayi Sadak

West Delhi Moti Nagar Uttam Nagar Dwarka

We also covered the NCR region like

Ghaziabad Ghanta Ghar Market Ambedkar Road Vaishali

Noida Greater Noida

Gurgaon

Mg Rode Sahara mall

BRANDING AND PROMOTION25

This portion covers the part what we have exactly done as a summer trainee. The very first thing in our training was that we were given information about the history of Decotouch paints company. Later on we were provided training regarding the various products manufactured in the Decotouch paints. Its manufacturing unit is in Alwar, given following things to create branding:-

Brochure Palmlet

Visiting cards

Pad

Price list of various products for NCR

Rebate list

List of products with its area coverage

Colours mixture machine achieving criteria

Thus with the help of these things we have tried to do branding which helped the company in the following issue:-

Quality Transparency

Long term (vision)

Reasonable cost

Promotion by painter’s meeting, motivating them to recommend customer and hoardings

Distribution channel

4.1 Market research and brand promotion

We (summer internship team) have done market research in Gurgaon and Ghaziabad region. We meet mainly to the customers, dealers, retailers and painters to find the viewpoints regarding paints what they prefer and why they use it. It may be the cost factor, quality, stock availability, durability of product etc.

Sample size

26

Since our main job was to create awareness of the Decotouch paints in the Gurgaon and Ghaziabad region, therefore the sample size, we have mainly chosen few areas of Gurgaon as well as Ghaziabad.

Customer’s survey

We have meet to the customers and tried to find the view of them about the paints and wall putty thorough the questionnaire and gathered the data. We found many of the customers were inspired through the advertisement whereas some of the customers use to take the painter’s view for the selection of brands they should use to decorate their homes and office. There was one thing common that all customers want to get good quality at a reasonable cost.

Dealer’s survey

In the Ghaziabad region Decotouch have a strong grip of the paint market and it is growing very fast there but it have very loose grip in Gurgaon region. We went to different dealers and asked them various questions, such as market share of paints company, which brands customer prefer as well as why and which brand you want to sell them, which brand have high market share. Than we promote our brand through the sample, booklet, pamphlet etc.

Painter’s meeting

Decotouch arranged painters meeting in Ghaziabad, aim of this seminar were to attract the painters towards Decotouch side and made them learn about the various benefits of using Decotouch. After that, we had provided them Decotouch printed T-shirt, cap and some other gift for promoting the Decotouch.

Thus on the basis of all above results, we have tried to figure out the various prospects of company in terms of:-

Marketing mix Distribution channel SWOT Analysis Porter’s five force model Boston Consultancy Group (BCG) Matrix

27

MARKETING MIX

PRODUCT-Wall paints

-Metal primers-Wall putty

-Wood primers

PRICE-Penetration pricing

-Celebration for middle segment-Rasiya for lower segment

PROMOTION/AVTERTISEMENT-SWETA TIWARI(Brand ambassador) for all segment

-Newspaper ad-Hoarding/Flex board

PLACE/DISTRIBUTION-1 Plant

-4 Depots-120 SKU'S

-1300 Retailers-

4p's of DECOTOUCH

PAINTS

The marketing mix principles are controllable variables, which have to be carefully managed and must meet the needs of the defined target group.

The marketing mix of decotouch paints is very simple. If we look towards the product strategy its mainly dependent on decorative paints, primers and wall putty. They mainly follow the penetration type of pricing strategy in which they kept the price low to target middle segment as well as lower segment customers. It has not too large distribution

28

channel and need to be very effective. And the last but not the least, its source of promotion are newspaper ad, flex, painter’s meeting e.t.c.

MARKET PROMOTION STRATEGY

Dealer Visit:

For the promotions of Decotouch Paints we visit various paint dealers in different markets. We visit the dealers and make them aware about the various products of Decotouch Paints. We ask from the dealers about the customer taste and preference towards the paints. Dealers also told us about the market position of various paints companies.

Painter Visit:

We visited painter at the market for the promotions of Decotouch Paints. We met with the painters and tell them about the products of Decotouch Paints and tell them about what benefits they can get form the products like tokens for the painters, free gifts, etc. We also got information from the painters that what are the customer needs and what customer wants.

Distributor Visit:

We also visited distributors for the promotions purpose. We tell the distributors about the lending price of various products of Decotouch Paints i.e. at what price they can get the products of Decotouch Paints. We also tell them about the various schemes and offers that they get from Decotouch Paints.

Note: We distributed various kinds of leaflets, booklets, brouchers, posters, etc of Decotouch Paints to the dealers, painters, distributors, etc for creating awareness among them.

FINDINGS/MARKET SURVEY

Market Trend:

29

The market trend of paints is divided into two categories i.e. for upper class and lower class. Now the upper class prefers enamel paints and emulsions. While the lower class prefers distempers. Most of the market is covered by the Asian paints.

Customer Taste:

Customer prefers the products according to the advertisements. Customer buys what they see. Most of the customers buy the products according to the advice of the painters. Some of the customers check the quality of the products. Customer prefers Asian Paints the most because most of the advertisements are of Asian Paints.

Painter Taste:

Painters recommend Paints according to customer need. Sometimes Painters also see their benefits in the packages of paints and others products and recommend that products to their customers. Sometimes painters also see the quality of the products because they are the only one who knows the quality of paints better.

RECOMMENDATIONS

Decotouch Pints require more and more promotions.

Decotouch Paints should provide various kind mercendise like pens, diaries, paper weights, wall clocks, bags, etc. to the dealers and distributors.

Decotouch Paints should have to provide T-shirts and brushes to the painters.

Decotouch Paints should have to provide blank visiting cards of their company to the dealers.

Decotouch Paints should have to do various advertisements in newspapers, radio, TV, etc.

Decotouch Paints should open their outlets at various cities.

Decotouch Paints should start painter motivational schemes like gifts.

30

BCG MATRIX OF DECOTOUCH PAINTS

The growth-share matrix or BCG-matrix is a chart that had been created in 1970 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. Analysis of market performance by firms using its principles has called its usefulness into question, and it has been removed from some major marketing textbooks.

31

Decotouch Paints lays in Question marks (also known as problem children) quadrant i.e. their business operating in a high market growth, but having a low market share. They are a starting point for business. Question marks have a potential to gain market share and become stars, and eventually cash cows when a market growth slows. If question marks do not succeed in becoming a market leader, then after perhaps years of cash consumption, they will degenerate into dogs when a market growth decline. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share.

Marketing strategy of decoutouch

32

As we all of know about decotouch paints is faster growing brand in the paint industry. Decotouch is mainly focus at the middle level income group customer because of the fact that India is one of most populated country in the world and its 70% population belongs to the middle level income group.Decotouch provide to its customer international level quality at low price. Low price strategy is main aim of company and motive of company is customer satisfaction so that company always speculates the market through the survey, dealer & retailer meeting, painters training and other promotional activities.Comparison between Asian paints and decotouch paints Asian paints does one of most known brand in the paints industry and it is very older paints industry and its capital also very high.Asian paint have mainly three types of acrylic paints product which is defined below.

Ultima - Ultima is one the Asian paint brand which mainly targets the high level income group customers. Because of its high pricing strategy approx 20 ltr. bucket costs 5000 rupees. All type of customers cannot purchase ultima.

Apex – Apex is also product of Asian paint its target middle level income group. And its price is 3500 rupees of approx 20ltr.

Ace – Ace is third types of Asian paints brand which mainly targets low level income group customer which costs 2100 rupees.Now we come to the decotouch paint, it quality is not of ultima but it provides the quality apex at the price of ace (i.e Rs 2091).Wall putty of decotouch Decotouch also makes wall putty with name of decotouch wall putty. Wall putty is mainly a combination of white cement and marble powder (doramite). Decotouch makes white cement based wall putty. Its ratio of white cement and doramite is world level having ratio 40% of white cement and 60% of marble powder which makes it a very high level quality.

Marketing Strategy of decotouch wall putty

Painter is one of most valuable part of the paint and wall putty industry, so decotouch start a scheme to attract the painters. Decotouch started to provide one dettol soap and token worth of 55 rupees while other company does not provide dettol soap and their token is also minimum as comparison to decotouch wall putty token.

Comparison between JK Wall putty, Birla wall putty and decotouch wall putty.

33

Factors JK Wall Putty Birla Wall putty Decotouch Wall Putty

Price/20 kg bag Rs- 490 Rs 495 Rs- 400Token Worth 17 Worth 19 Worth 55 + dettol

soapCoverage area/kg 25-30 fit 25-30 fit 25-30 fit

Thickness of double quote

1.5 mm 1.5 mm 1.5 mm- 1.75 mm

Ratio of white cement and

doramite (marble powder)

35% white cement +65% marble

powder

38% white cement +62% marble

powder

40% white cement +60% marble

powder

Market research and brand promotion

We (summer internship team) have done market research in Gurgaon and Ghaziabad region. We meet to customers, dealers, retailers and painters to find the view of paints what they prefer and why they use it. May be cost factor may be price, quality, stock availability, durability of product etc.

Data gathering Method

The needed primary data has been collected through some questionnaire. Besides, some data has been collected by conducting in depth interview with The Area Sales Manager (ASM) Ghaziabad, Nitin Singh

Customer’s survey

We have meet to the customers and tried to find the view of them about the paints and wall putty thorough the questionnaire and gathered the data. We found many of the customers were inspired through the advertisement whereas some of the customers use to take the painter’s view for the selection of brands they should use to decorate their homes and office. There was one thing common that all customers want to get good quality at a reasonable cost.Dealer’s surveyIn the Ghaziabad region Decotouch have a strong grip of the paint market and it is growing very fast there but it have very loose grip in Gurgaon region. We went to different dealers and asked them various questions, such as market share of paints company, which brands customer prefer as well as why and which brand you want to sell them, which brand have high market share. Than we promote our brand through the sample, booklet, pamphlet etc. Painter’s meeting

34

Decotouch arranged painters meeting in Ghaziabad, aim of this seminar were to attract the painters towards Decotouch side and made them learn about the various benefits of using Decotouch. After that, we had provided them Decotouch printed T-shirt, cap and some other gift for promoting the Decotouch.

SWOT ANALYSIS OF DECOTOUCH PAINTS

Strengths:

Quality of products

35

Low price high quality

Hi tech buckets of paints

Brightness of wall putty

Weakness:

Less advertisement

Less Promotions

Awareness

Opportunities:

Position in market

Wall putty

Rural markets

Threats:

Asian paints

JK wall putty

Berger paints

Birla white cement

Nerolac

36

Customer/Consumer Survey

1) Can you remember any brand of paint? a) Asian paints   b) Dulux paints   c) Decotouch paints      d) Berger paints   e) Nerolac paints f) Shalimar paints     

2) Why you choose this brand? a) Brand name b) Quality c) Other facility.

37

3) Do you have any experience about painting? ( Yes ( No

4) How many times you have used this brand?      1—2—3—4—5—6—7—8—9—10—11–12

38

5) Which brand you used last time? ...........................................................................................................................

39

8) How you come to know about this brand? a) Painter b) Advertising c) Reference     d) Others

9) Which brand is most effective?

40

10) Which facilities did you get? a) Credit b) Transportation c) Discount   d) Bonus e) Others

11) How do you take the decision for purchasing Paints? a) Price b) Quality c) Previous Experience d) Reference e) Self Judgment f) Available assortment

41

12) Which one attribute you prefer most? a) Quality b) Cost/Price c) Availability

13) Do you know about color bank system?      ( Yes ( No.

42

14) Do you have any experience of this system?      ( Yes ( No

15) Which type of guidance do you expect from the company? a) Provide details on recent development and products. b) Educate on product features. c) Appraise on product suitability d) Knowledge of sales discount. e) Budgeting while painting.

43

Questionnare

44

Customer/Consumer Survey

1) Can you remember any brand of paint? a) Asian paints   b) Dulux paints   c) Decotouch paints      d) Berger paints   e) Nerolac paints f) Shalimar paints     

2) Why you choose this brand? a) Brand name b) Quality c) Other facility.

3) Do you have any experience about painting? ( Yes ( No

4) How many times you have used this brand?      1—2—3—4—5—6—7—8—9—10—11––12

5)  Which brand you used last time? ...........................................................................................................................

6) Did you face any problem with this brand?      ( Yes ( No (if YES, then Question 7)

7) What types of problems you faced during your last experience?      a) Durability b) Reservation c) Mixing d) Availability e) Quality

8) How you come to know about this brand? a) Painter b) Advertising c) Reference     d) Others

45

9) Which brand is most effective?      …………………………………………………………………………………….

10) Which facilities did you get? a) Credit b) Transportation c) Discount   d) Bonus e) Others

11) How do you take the decision for purchasing Paints? a) Price b) Quality c) Previous Experience d) Reference e) Self Judgment f) Available assortment

12) Which one attribute you prefer most? a) Quality b) Cost/Price c) Availability

13) Do you know about color bank system?      ( Yes ( No.

14) Do you have any experience of this system?      ( Yes ( No

15) Which type of guidance do you expect from the company? a) Provide details on recent development and products.

b) Educate on product features. c) Appraise on product suitability d) Knowledge of sales discount. e) Budgeting while painting.

Name :- ....................................................................... Mobile No:-……………………… Address :-..................................................................................................................................

APLICATION FOR CERTIFIDE PAINTER

46

NAME : ADDRESS:DATE OF BEXPERIENCE: (related to the work)DEALER AND ADDRESS: ………………………………………….......................................…………………………………………………………………………………………………..PREODUCTS USED / EXPERTISEPRODUCTS BRAND CONSUMED(QTY.) REMARK

Wall puttyWhite cementEmulsion paintsEnamel paintsDistemperCem paintWall primerWood primerMetal primerPOP

Verification:I ……………………………Here by declare that the information stated above is true to the best of my knowledge & belief, verified today the………….. Day of ………….20………..

Surveyor Applicant painter

CONCLUSION AND RECOMMENDATION

47

Decotouch paints ltd is the fast growing company of paint industry having about 8% shares. The company has effective distribution network all over the country. It is trying its best to increase its direct dealers. In addition, numerous secondary dealers operating in the outskirts of the major markets are engaged in selling the products of the company. It has implemented the pricing strategy. It has also implemented Color Bank system, which enabled the customers to choose his desired shades from an exclusive array of over 5,000 shades. It is now-a-days recognized as a good brand image. Berger has been trying to increase its brand image further through media presence, arranging annual programs in Ghaziabad since 5 years. It is constantly working to improve its products quality through comparative study and customer feedback in order to maintain competitive edge. But as it is a new company so it is lacking behind in capital and cannot do too much expenditure on advertisement.

Now if we talk about recommendation, according to our customer survey report the customer purchase the goods by viewing their brands and at the same time media exposure. So for Decotouch, they have to explore the source of generating capital so that they should do more expenses on branding and advertisement. Now as per painter’s view, they want to put low efforts and don’t want to experience problems on multiple coatings and at the same time it should generate better output. So therefore the product should be of zero defects and six sigma techniques should be practiced. And finally if we check out the dealer’s exchange of words, they are looking for better revenue. Other than this, as decotouch only deals in water paints and also manufacture primer for enamel paints but do not manufacture enamel paint. Thus the purchase of primer is not too good because of the fact that customer wants enamel paint and primer both of same brand. Thus the company should also plan to manufacture enamel paints as soon as possible.

REFERENCES:-

48

1. www.decotouchpaints.com 2. www.studymode.com/subjects/asian-paints-vs-berger-paint

3. www.slideshare.net/asian-paints-business-strategy 4. www.wikipedia.org/wiki/paint 5. Dealer’s visiting card (photocopy attached) 6. Customer’s survey questionnaire 7. Painter’s survey questionnaire

49