A Summer Training Report On “BRAND AWARENESS AND BUSINESS DEVELOPMENT OF IMPRESSIONS STYLE ZONE” For Hyderabad City Submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Management. 2009-2011 Submitted to: Submitted by: 1. Mr. Ranjeet Dayal Nasir Uddin Asst. Manager – Retail
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A
Summer Training Report
On
“BRAND AWARENESS AND BUSINESS DEVELOPMENT OF
IMPRESSIONS STYLE ZONE”
For
Hyderabad City
Submitted in partial fulfillment of the requirement for the award of
Post Graduate Diploma in Management.
2009-2011
Submitted to: Submitted by:
1. Mr. Ranjeet Dayal Nasir Uddin
Asst. Manager – Retail
INSTITUTE FOR TECHNOLOGY AND MANAGEMENT Page 2
ACKNOWLEDGMENT
It is my proud privilege to express my sincere gratitude to all those who helped
me directly or indirectly in completion of this project report.
The last 2 months with KANSAI NEROLAC Pvt. Ltd has been full of learning
and sense of contribution toward the organization. I would like to thank KAN-
SAI NEROLAC for giving me an opportunity of learning and contributing
through this project. I also take this opportunity to thank all those people who
made this experience a memorable one.
In this context as a student of INSTITUTE FOR TECHNOLOGY AND MAN-
AGEMENT, WARANGAL I would first of all like to express my gratitude to
Prof. N.Purna Prabhakar (Academic coordinator) for guiding me while prepar-
ing my summer internship report.
I am greatly indebted to Mr. Ranjeet Dayal (Assistant Manager Retail) for his
support, guidance and valuable suggestion by which this work has been com-
pleted effectively and efficiently. This all contribution is of immense value.
I owe my heartiest thanks to the company members whose continuous coopera-
tion throughout the study was unparallel. His charismatic attitude made this
study joyful and interesting.
I shall be failing in my duty if I do not express my most sincere gratitude to my
parents and friends, who were always constant source of inspiration. Last but
not the least we are indebted to those entire people who indirectly contribute
and without whom this work could not have been possible.
NASIR UDDIN
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PREFACE
I had undergone a practical training under Kansai Nerolac (Hyderabad). It was a
good exposure for me to undergo training in such a company to get the knowl-
edge and experience regarding “Business Development and Brand Awareness”
where professionals handle the problem with their experience and expertise. I
was able to get familiarized with the customer relationship and got to know how
a company measures to resolve their grievances and service them to the maxi-
mum for future prospect and success. Interacting with the Interior Decorators
and Architectures was a great experience for me, which will help me when I
will enter the corporate world and this will help me great in my future endeav-
ors.
“It is good to have enthusiasm but it is essential to have training. Training can
be in all way of life.” Thus I would say that this training was beneficial educa-
tive & good exposure to me, which will certainly help in my near future. This
project was designed with respect to this company. The project made me to get
the enhanced knowledge regarding “Business Development And Brand Aware-
ness” which helped me to know about the open market.
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DECLARATION
I, Nasir Uddin, studying in Institute for Technology and Management ,
Warangal, do hereby declare that this project titled ”Business Development And
Brand Awareness in Kansai Nerolac Pvt. Ltd ”, has been prepared by me, under
the guidance of Mr. Ranjeet Dayal (Assistant manager retail). This is after un-
dergoing the training at Kansai Nerolac which is in partial fulfillment of Mas-
ter’s Program in Business Administration.
I further declare that this project report has not been submitted earlier to any
other University or Institute for the award of any degree or diploma.
Date: 03.07.2010 Nasiruddin
Place: Hyderabad Roll no:21
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Table of Contents
Page No.
Acknowledgement 2
Preface 3
Declaration 4
Executive summary 8
Chapter – 1 : Company and Industry Profile 10
1.1 Origin and Evolution of Nerolac 10
1.2 Vision and Values 11
1.3 Current Market Scenario 13
1.3.1 Paint Industry at Glance 13
1.3.2 Growth indicator for housing and construction 15
1.3.3 Consumer involvement with paint 16
1.3.4 Consumer buying process 16
1.3.5 The consumer journey 17
Chapter – 2: Impression Style Zone 18
2.1 Experience centre of Kansai Nerolac 19
2.2 Modules in Nero Space 21
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2.2.1 Different colour products of Nerolac 22
2.2.2 Colour module 23
2.2.3 Colour Module Combination 24
2.2.4 Different shades of Nerolac 25
2.2.5 Display of texture Finishes 26
2.2.6 Nero magic 27
2.2.7Consultant section 28
2.2.8 Operational flow chart 30
2.2.9 Stores Comparison 33
Chapter – 3: Rate Cards 34
3.1 Sherwin William paints India pvt.ltd 34
3.2 Asian paints 35
3.3 Berger paints 36
3.4 Nippon paints 37
3.5 Nerolac paints 38
Chapter – 4 : Research Methodology 47
4.1 Introduction to Research Methodology 47
4.1.1 Problem definition 48
4.1.2 Research objective 48
4.1.3 Statement of objective 48
4.1.4 Research Design 48
� Primary Data 49
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� Secondary Data 49
4.1.5 Sampling Plan 49
� Sampling unit 49
� Sampling Technique 49
� Research Instrument 49
� Contact method 49
4.1.6 Sample size 49
4.1.7 Research limitation 49
4.1.8 Data analysis and Interpretation 51
Chapter – 5 : Conclusion 62
5.1 Findings 62
5.2 Suggestions 63
5.3 Bibliography 65
5.4 Annexure 66
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Executive Summary
Generating sales constantly and Satisfying customers are the only way to stay
competitive in today's market place. The balancing act between what customers
want and what the company can provide must be optimized in order to maxi-
mize company’s long-term profits. Kansai Nerolac has done numerous re-
searches to understand the latest market trends and ways to develop business.
They are already in a good position in the consumer’s mind.
The purpose and scope of this Project is to study, analyze and understand the
business, create awareness and Promote the concept of Impression Style Zone
(ISZ) from Kansai Nerolac Pvt. Ltd. amongst the Architecture and Interior De-
signer. .
This study is based on primary as well as secondary data, to understand and
locate the target group for ISZ. The nature of this study was a qualitative ex-
plorative research, and information was gathered through
extensive one-to-one interviews with respondents. The researcher covered the
geographical base of Hyderabad city, and samples were selected on a non-
probabilistic random sampling method.
Upon completion of the research analysis, its was for us to understand the level
of satisfaction of our customers. Respondents views varied from question to
question and from person to person. Few of them were aware of the concept
provided by Kansai Nerolac so it made it little easier to convince them to come
aboard with us where as most of them were unaware so had to explain in de-
tail.. From project it was also found out that Architecture and Interior designer
have a tremendous effect upon the end customer, if these people are happy and
satisfied it would only lead to more business.. The research analysis suggests
that the architects and Interior designers would be happier if Kansai Nerolac
could maintain proper liaison with them. At the moment, the liaison
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between Kansai Nerolac and the professionals are good, but we have to make it
even better in order to make Impression Style Zone a soaring success
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Company and Industry profile
Origin & Evolution of Nerolac
It is the second largest coating company in India and market leader in Industrial
Coatings. Its Industrial Coatings it has a wide range of products in the Automo-
tive, Powder, General Industrial and High performance Coatings space. Nerolac
paints, as it is popularly known, are an established brand in decorative paints.
Kansai Nerolac Paints Ltd is a subsidiary of Japan based Kansai Paint Company
Limited, which is one of the top ten coating companies in the world. The tech-
nological edge of Kansai helps us constantly innovate and come up with prod-
ucts that meet consumer need gaps. Kansai Nerolac has always believed that the
key to its business is :
• Technology
• Research & Development
• Innovations
• Quality
Year 1920, we began as Gahagan Paints and Varnish Co. Ltd. in Mumbai. The
journey is marked by moving from strength to strength in every sphere of busi-
ness – be it product introductions through innovation, value engineering and su-
perior technology.
1920: We started our journey as Gahagan Paints and Varnish Co. Ltd at Lower
Parel in Mumbai.
1957: Goodlass Wall Pvt. Ltd grew popular as Goodlass Nerolac Paints (Pvt)
Ltd. Also, it went public in the same year and established itself as Goodlass Ne-
rolac Paints Ltd.
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1976: Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group on
acquisition of a part of the foreign shareholdings by Forbes Gokak.
1983: Goodlass Nerolac Paints Ltd. Strengthened itself by entering in technical
collaboration agreements with Kansai Paint Co. Ltd, Japan and Nihon Tokushu
Toryo Co. Ltd, Japan.
1999: Kansai Paint Co. Ltd, Japan took over the entire stake of Tata Forbes
group and thus GNP became wholly owned subsidiary of Kansai Paint Com-
pany Ltd.
2006: On the 11th of July, Goodlass Paints Ltd. name has been changed to Kan-
sai Nerolac Paints Ltd.
Vision And Values
Nerolac is a company with very clear and well-defined vision and very strong
values. Clarity of vision and strong foundation of cultural values have always
kept this company in good stead. Its ethical conduct has always guarded it
against any possible traps and pit falls.
We have made sure that the distribution hurdles and the climatic vagrancies do
not affect the quality of our services. This same commitment will ensure that
Kansai Nerolac will march towards its centennial year, fully dedicated and in-
vigorated, in step with the exciting wave of industrialization and modernization
pervading through the new India.
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GRAPHICAL PRESENTATION OF STRONG DISTRIBUTION
Factory (5)
Regional Ware-
houses (8)
Regional Ware-
houses (8)
Local Depots (3)
Dealers (15,000+
in India)
Local Depots (3)
Customers
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CURRENT MARKET SCENERIO
Paint Industry at Glance
� Indian Paints market is Rs. 6000Cr, i.e. organized sector.
� At least another 6000 Cr. Is labor and its completely unorganized
.
� Decorative paints and Industrial paints account for around 70% and 30%
of the total demand respectively.
� In decorative paint, wall finishes accounts for the maximum share fol-
lowed by enamels, primer and wood finishes.
� In Industrial paints, while automotive paints accounts for around 30-35
%, general engineering paints account for the balance.
� While Asian paint is the market leader in decorative paints. Kansai Nero-
lac is market leader in Industrial paints.
� Raw material cost account for around 50% of the total cost of production.
� Demand is not seasonal anymore.
� Industry is working capital intensive.
� Technology, distribution network, product innovation, service, brand re-
call and geographical reach are the key success factors.
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The size of the paints market in India is estimated at Rs 112 bn, with the
contribution of the organized and unorganized segments in the ratio of 70:30.
Reduction of excise duties over the last few years, from 40% to the present
level of 14%, has helped create a level playing field between the unorgan-
ized and the organized segments, as the former is not subject to excise duty.
As the unorganized sector loses its competitive edge, it is also losing market
share to the organized sector players.
In view of the low per capita annual consumption of paints in India (0.5 kg,
compared to 4 kg in South East Asian countries, 22 kg in developed coun-
tries and a global average of 15 kg), the domestic paints industry has tre-
mendous potential.
DECORATIVE PAINTS MARKET SIZE Rs. 6,000 CR IN FY06
Organized Sector Comprises 75% of Market
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Growth Indicators for Housing and Construction
� Houses required during 10th 5 yr plan – 22.4 mn.
� Construction investments likely to grow at a CAGR of 11%
� Large cities are developing IT hub
� Younger generation aspiring to have “own house”
� Easy availability/acceptability of Housing Finance - growing over 30%
� Increasing disposable income – Household savings to grow from US $137
bn to reach US$ 210 bn by 2010.
� 4.5 mn houses are added each year at average growth of 2.2% pa.
� Derived incremental growth for Paint Industry – 3.2% every year
� Organised retail and Multiplexes to boom in the next 5 yrs.
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Consumer involvement with paint
• Pulled in two opposing directions
Consumer buying process
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Consumer Journey
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Experience centre of Kansai Nerolac
Who Am I
• Knowledge Center
• An Value Add Service / total Solution Provider
• Advisor / Consultant
• Stress free and simple actualization
• Innovative & stylish -In-sync with the aspirations of upwardly-mobile