Project Report On Current Market Share Market Potential Paints

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Executive Summary
Objective:
“To determine market potential of Acrylic exterior paints”.
Durations of Project:
1/06/2007 to 31/07/2007 (2 month)
Method of Data Collection:

Primary Data collection – Questionnaire Method.
Secondary data Collection – Yellow Page, Phone Call, Internet.
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:
Customer Retailers Painting Architects

Area Contractors
Pune City 16 47 56
Pimpri- 12 12 17
Chinchwad
Total Market sale of exterior paints in pune (month): 4500 tonnes.
Main competitors:
1) Asian Paints 2) ICI Paints
3) Nerolac Paints. 4) Berger Paints.
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.
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Company Profile
ELANTAS Beck India
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.
ELANTAS Beck India is a Group Company of ALTANA AG, an international

Chemicals Group with sales of about EUR 985 million in the first three quarters of
2006 and approx. 13,500 employees all over the world. With a return on sales (EBT)
of around 22%, ALTANA is one of the most profitable and chemicals companies in
Europe.
One of its operating companies ALTANA AG provides innovative, environmentally
sound solutions based on specialty products for the electrical industry, coating
manufacturers, coating and plastics processors and the electronics industry. The
business unit Electrical Insulation of ALTANA AG headquartered in Wesel, Germany
comprises 9 companies in 6 countries.
2
Mission Statement
• To maintain its market leadership in India in electrical insulation products and
its reputation for consistent quality and customer service.
• To become a leading participant in the growing market for construction
chemicals.
• To support business objectives with high technical standards with respect to
production processes, safety, health, environment and information technology.
• To achieve objectives through individuals and work groups who are well
qualified, trained and highly motivated to take up challenges and achieve
excellence in their pursuits.
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.
3
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:
• Safety in production, handling, use & disposal of its products

• Prevention of environmental and health hazards
• Informing the employees, users and society at large about environmental
protection and product safety
• Imparting environment related training to its employees.
ELANTAS Beck India accords the same importance to Environmental Protection as it

gives to Quality Systems.
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
4
Management
Key Personnel
Name Designation Email Addresses
Manu Tandon Managing Director manu.tondon@altana.com
Prashant Deshpande Director - Marketing prashant.deshpande@altana.com
Sharad Shetye Director - sharad.shetye@altana.com

Manufacturing
Rajeev Bhide Director - Finance & rajeev.bhide@altana.com
Corporate Affairs
Dr. Vinayak Bhanu Manager - R&D vinayak.bhanu@altana.com
Kedar Gokhale Sales Manager kedar.gokhale@altana.com
R. S. Salunkhe Business Manager - rajnikant.salunkhe@altana.com

Construction Chemicals
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.
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Marketing Network
Marketing & Export Head Office:

Beck House,
Damle Path,
Pune – 411004
India
Phone: +91 (020) 30210600
Fax: +91 (020) 30210634
Email: marketing.ho@beckindia.com
Email: exports@beckindia.com
Technical services:
147, Bombay-Pune Road,
Pimpri, Pune - 411018
India
Phone: +91 (020) 30610600
Fax: +91 (020) 30610601
Email: tsd@beckindia.com
Regional Offices
Northern Region: New Delhi

Regional Sales Manager
403, World Trade Centre,
Babar Road,
New Delhi - 110001
India
Phone: +91 (11) 23411664, 23412940
Fax: +91 (11) 23413408
Email: ravi.kiran@beckindia.com
Eastern Region: Kolkata

Unit 708, 7th Floor
Om Tower, 32, J. L. Nehru Road
Kolkata - 700079
Phone: +91 (33) 22271841
Fax: +91 (33) 22271843
Email: nirjhar.k@beckindia.com
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Western Region: Pune & Mumbai (contact head office)

Beck House,
Damle Path,
Pune - 411004
India
Phone: +91 (020) 30210600
Fax: +91 (020) 30210740
Email: kedar.gokhale@altana.com (Electrical Insulation)
Email: rajanikant.salunke@altana.com (Construction Chemicals)
Southern Region: Bangalore

1176, 12th
H.A.L. II stage,
Bangalore - 560008
India
Phone: +91 (80) 25281649, 25283093
Fax: +91 (80) 25280831
Email: bhaskar.n@beckindia.com
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Background:
Paint -- the group of emulsions generally consisting of pigments suspended in a liquid
medium for use as decorative or protective coatings -- made its earliest appearance
about 30,000 years ago. Cave dwellers used crude paints to leave behind the graphic
representations of their lives that even today decorate the walls of their ancient rock
dwellings. The paint and coatings industry, however, had to wait for the Industrial
Revolution before it became a recognized element of the American national economy.
The first recorded paint mill in America was reportedly established in Boston in 1700
by Thomas Child. A century and a half later, in 1867, D.R. Averill of Ohio patented
the first prepared or "ready mixed" paints in the United States.
In the mid-1880s, paint factories began springing up in population and industrial

centers across the nation. Mechanization was making the manufacturing process
accessible to a larger and less specialized group of entrepreneurs. The weight of
prepared paint makes it expensive to transport, so a decentralized structure of small
manufacturers in discrete markets dominated the industry until the mid-1900s.
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.
Contemporary paints and coatings consist of countless compounds uniquely

formulated to fulfill the varied requirements of hundreds of thousands of applications.
"Paint" ranges from the broad group of environmentally-sound latex paints that many
consumers use to decorate and protect their homes and the translucent coatings that
line the interior of food containers, to the chemically-complex, multi-component
finishes that automobile manufacturers apply on the assembly line.
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Introduction to Paint:
“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:
Gives Paint film its color and filling properties.

Pigments Undisclosed by water or solvent. Powder forms added in
paints for specific color & also for specific nature.
Its main part & act as a glove to paint. Binds and wets
Resin pigment giving paint its adhesion, gloss, hardness and
Paints durability.
Dissolves resin, mixes pigment and resin to form liquid
Solvent
past.
Improves paint and paint film properties added in small
Additive quantities foe specific future. (e.g. anti fungal)
Thinner Improves and assists paint application
Body Improves films build and abrasion workability. The

Pigment main pigment are primers and undercoats
Pigments Rust Used mainly in premier to improve anti corrosion

Inhibitive properties.
Color Gives color and hiding power
Pigments
Inorganic Metal Oxides, Usually dull color (e.g. titanium

Color Pigment dioxide and oxide red pigment
Pigments Organics Mainly bright in color but poor in hiding (e.g.
Pigment pthalocyanine blue and quinacridone red)
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Types of paints:
1) Interior Paints.
2) Exterior Paints
Exterior Paints:
Types of 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.
• Stains can be solvent thinned or water thinned and produce a transparent,

semitransparent or solid finish for original wood siding and trim. Some stains
have preservatives and other give wood an antique finish.
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History and Need of Acrylic Paints:
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:
1) To Determine Market Potential of Exterior Paints in Pune

and Pimpri – Chinchwad.
2) To analyzing the buying motive of consumer for Exterior Paints.
3) To study the awareness of Beck India’s exterior paints.
Secondary Objective:
1) To Determine Market Potential of Exterior Acrylic Paints in

Pune and Pimpri – Chinchwad.
2) To give suggestion and recommendation for making a suitable and a

Sound strategy in future.
3) To promote Beck India’s products.
4) To determine current market share of exterior acrylic paints.
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Research Methodology:
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:
• Time Span – 1st June to 31st July
• Total 8 week working.
• Actual field working – To meet retailers, contractors, architects directly.
• Data collection time – 6 weeks.
• Analysis of the data - 1 week.
• Final Preparation of project – 1 week.
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3) Scope of the study:
Scope of the project is to determine the market potential of exterior

acrylic paints and creating awareness of Beck India’s products
4) Sources of Data Collection:
Primary Data collection – Questionnaire Method
Secondary data Collection – Yellow Page, Phone Call, Internet
5) Sample Size:
1) Retailers.
2) Painting Contractors.
3) Architects.
From Pune and Pimpari-Chichwad.
6) Sampling Techniques:
Questionnaire Method.
Questions are Open ended and Close ended.
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Product Profile:
Beck Coat EXShield –
-- Protection against UV & rain water.
-- Excellent weather resistance.
-- Breathable coating.
-- Forms a protective cover over the hairline cracks.
-- Withstands extreme climatic conditions:

Hot, humid and freezing cold.
-- Assurance of good looks, quality finish designed for a

Wide range of exterior surfaces.
-- Resistance to peeling, blistering, fading, chalking.
Beck Coat EXGuard –
- Excellent Weather resistance.
- Breathibility.
- Durability.
- Elastomeric film.
- Excellent anchoring.
- High quality exterior finish.
- 300% Elongation
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Competitors Analysis:
1) Asian Paints:
a) Ace Exterior Emulsion:

Ace Exterior Emulsion is a water-based exterior wall finish suitable for dry to
moderately humid climatic conditions. It offers excellent resistance to chalking,
cracking and weathering in comparison to Cement Paint. Ace gives cleaner shades
which do not fade and last longer. Ace offers good anti-algal performance in dry to
moderately humid climatic conditions.
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.
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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.
Performance Features & Benefits:
• Economical water thinnable coating

• Better outdoor durability
• Smooth and pleasing finish with Sheen
• Performance much superior to cement paint
• No need of curing.
Recommended Usage:
Nerolac Suraksha Advanced Plastic Exterior Paint is specially designed for

application on exterior walls of houses and architectural buildings situated in dry or
moderately humid climatic conditions.
b) Excel:
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*
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• Excellent Dirt Pick up Resistance

• Excellent resistance to fungal and algae growth
• 7 year warranty*
• Excellent out-door durability
• Very good colour retention
• Smooth & High Sheen finish
• Easy to apply and maintain
• Superior washability & scrub resistance
• Very wide range of beautiful colours
• Very good coverage thus good value for money.
Recommended Usage:
Recommended for exterior and interior of houses, architectural and commercial

buildings, where high standard of surface protection is expected.
c) Everlast:
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.
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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.
In addition to these premium trendsetters, Berger offers paint users other

attractive options across the price spectrum in every category - thus enabling buyers
to make the choices most appropriate to their budget, always with the Berger
assurance of the best quality for the price.
BERGER PAINTS is the culmination of over seven-decade process of evolution and

growth that began in 1923. Its growth has been closely linked with the business and
industrial development of modern India.
BERGER'S performance is anchored today in a wide variety of Decorative and

Industrial paints which continue to gain an increasing share of the highly competitive
Indian paint market. Being an ISO 9001 company its quality products have attained
instant recognition, worldwide, and continues to meet quality requirements that are
demanded today even in the domestic market.
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.
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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.
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LIST OF RETAILERS
Name Address Exterior More Distribution Remarks Suggestions
Paints demanded channels on our
company’s products products
Hardik Nilayam Asian(apex, ICI Direct Products are Advertising

Enterprises Theatre Ace, ultima), weathershiel purchase from good. required,
chowk Nerolac d and max company Credit
(suruksha), period
ICI required,
(weathershiel Suggest
d and max) products to
painting
contractors.
Aarati Singhad Asian(apex, Asian paints Direct Best Advertising
Enterprises road. Ace, ultima), apex and purchase from products required,
Nerolac ultima company Credit
(suruksha), period
ICI required,
painting
contractors.
Some
discounts on
bulk
quantity.
Supreme Bibwew Asian (apex, Asian paints From Good Advertising
electricals adi Ace, ultima), apex and wholesalers. products required,
and Nerolac ultima And only Credit
hardware (suruksha), asian paints period
ICI direct from required,
(weathershiel company. Suggest
d and max), products to
Berger paints painting
contractors.
Some
discounts on
bulk
quantity.
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Amit Bibwew Asian (apex, ICI Direct Not good. No

enterprises adi ss, ultima), weathershiel purchase from suggestions
Nerolac d and max company
(suruksha),
ICI
(weathershiel
d and max),
Berger paints,
Shalimar
paints, some
local
companies
like ambika
paints
Aman Swargat Asian(apex, Asian paints Direct from Good Advertising
enterprises e ss, ultima), apex and company as quality. required.
Nerolac ultima well as from
(suruksha), wholesaler.
ICI
(weathershiel
d and max)
Krishna Market Asian (apex, Nerolac Direct Good Advertising
paints yard ss, ultima), suruksha purchase from quality. required.
Nerolac company. And some
(suruksha), credit period
ICI required.
(weathershiel
d and max),
Berger paints,
Shalimar
paints, some
local
companies.
Om Traders Navi Only Asian Asian paints Direct Good Make shade
peth paints apex and purchase from quality. cards small.
ultima company. Easy to
handle.
Advertising
required.
21
Unique Erandwa Asian, Dulux, ICI Depends on Good Advertising

paints and na Nerolac & weathershiel margin quality required,
hardware Duco paints, d and max offered from Credit
Berger, company or period
Unilite wholesaler. required,
cement paints Suggest
& Decolight products to
distemper painting
contractors.
Some
discounts on
bulk
quantity.
Make big
size shade
cards.
Aditya sales Paud Only Asian Asian paints Direct Good No such
road paints apex and purchase from quality suggestions.
ultima company.
A. G. Budhwa Asian paints , Asian paints Direct Good No such

Khanbhai & r peth, Johnson dry apex and purchase from quality suggestions
sons Bohari distemper ultima company
ali.
Rangoli Erandwa Only Asian Asian paints Direct Good Advertising
paints & na paints and on apex and purchase from quality required.
hardware small scale ultima company. And some
ICI credit period
weathershield required.
& max
Pooja Narayan Asian (apex, Asian paints Direct Good No such
Enterprises. peth, ss, ultima), apex and purchase from quality suggestions.
Kelkar Nerolac ultima & company.
road. (suruksha), ICI
ICI weathershiel
(weathershiel d and max
d and max),
Berger paints.
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Adarsh Narayan Asian (apex, Asian paints Direct Good Advertising

Enterprises peth, ss, ultima), apex and purchase from quality required.
Kelkar Nerolac ultima & company. And some
road. (suruksha), ICI credit period
ICI weathershiel required.
(weathershiel d and max Suggest to
d and max), & open own
Berger paints, sometimes retail outlet.
Shalimar Nerolac Suggest to
paints, some make direct
local contact with
companies. contracters
& builders.
Amar sales Paud Asian paints, Asian paints Direct Not good. No such
road Nerolac, apex and purchase from suggestions.
berger paints, ultima company.
ICI, Shalimar
paints, etc.
Rangtarang Sadashi All paints & Asian paints Direct Good Advertising
v peth painting apex and purchase from quality required.
materials ultima & company. And some
ICI credit period
weathershiel required.
d and max
Sharda Near Asian(apex, ICI Direct Products are Advertising

painter Telco ultima), weathershiel purchase from good. required.
road Nerolac d and max retailers. And some
,Bhosri (suruksha), credit period
Pune ICI required.
(weathershiel Suggest to
d and max) open own
retail outlet.
Suggest to
make direct
contact with
contracters
& builders.
23
Shiv Nehru Asian(apex, Asian Paints Direct Products are Advertising

Kailash Road ultima), purchase from good. required.
Genral & Bhosri Nerolac retailers. And some
Hardware (suruksha), credit period
ICI required.
(weathershiel
d and max)
Geeta Nehru Asian(apex, Asian Paints Direct Products are Advertising

Hardware Road ultima), purchase from good. required.
Bhosri Nerolac retailers. And some
ICI required.
(weathershiel
d and max)
Ruprang Shewale Only Nerolac Nerolac , Direct Good Advertising

Traders Road, Asian paints purchase from quality required.
chinchw apex and company. And some
ad, Pune ultima, credit period
required.
Kasturi Kasturi Asian(apex, Asian Paints Direct Products are Advertising

Hardware & Market, ultima), purchase from good. required.
Electricals chinchw Nerolac retailers. And some
ad, (suruksha), credit period
pune. ICI required.
d and open own
max),Berger retail outlet.
Suggest to
make direct
contact with
contracters
& builders.
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Mr.Lalwani Pimpri, Asian(apex, Asian Paints Direct Products are Advertising

Enterprises Pune ultima), purchase from good. required.
Nerolac company And some
ICI required.
d and open own
Suggest
making
direct
contact with
contracters
& builders.
Dealer Delux Asian(apex, Asian Paints Direct Products are Advertising
Trading Cinema ultima), purchase from good. required.
Corporation compou Nerolac company And some
nd, (suruksha), credit period
pimpri. ICI required.
d and open own
Suggest to
make direct
contact with
builders.
Kataria pimpri, Asian(apex, Asian Paints Direct Products are Advertising
Paints pune ultima), purchase from good. required.
Nerolac company And some
ICI required.
d and open own
Suggest
making
direct
contact with
contracters.
Vijay Bhosri, Asian(apex, Asian Paints Direct Products are Advertising
Hardware & pune ss, ultima), purchase from good. required,
paints Nerolac Dealer Credit
(suruksha), period
ICI required,
painting
contractors.
25
Central Bhosri, Asian(apex, Asian Paints Direct Products are Advertising

Hardware pune ultima), purchase from good. required,
Nerolac Dealer Credit
(suruksha), period
ICI required,
d and products to
max),Berger painting
contractors.
Ram Bhosri , Asian(apex, Asian Paints Direct Products are Advertising
Agencies Pune ultima), purchase from good. required,
(suruksha), period
ICI required,
d and products to
contractors.
Bhau chinchw Asian(apex, Asian Paints Direct Products are Advertising
painter ad ultima), purchase from good. required,
(suruksha), period
ICI required,
d and products to
contractors.
Tushar Paint Sadasiv Asian(apex, ICI Direct Want to use Advertising
Peth ultima), ICI weathershiel purchase from product Suggest to
weathershield d company Sample open own
retail outlet
required
Chandan Nigdi Asian(apex, Asian(apex, Direct Products are Advertising
Hardware & Bus ultima), ultima), purchase from good Suggest to
Electrical stand dealer open own
retail outlet
required
Bombay Nigdi Asian(apex, Asian(apex, Direct Products are Advertising
Hardware & Near ultima), ultima), ICI purchase from good required.
Sanitary Bus stop Nerolac weathershiel company And some
(suruksha), d credit period
ICI required.
d and open own
Suggest
making
direct
contact.
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Analysis of visit to Retailers:
Product Available in Shop –
Product Type Manufacturers Brand
Acrylic Paint Asian Paint Ace, Apex, Ultima
Acrylic Paint Nerolac Paint Suraksha, Excel, Everlast
Acrylic Paint ICI Weathershield, Wmax
Acrylic Paint Berger Weathercoat
Acrylic Paint Shalimar Xtra
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Pack Sizes available in shop:
Company Name Pack Sizes
Asian paints 1,4,10,20 ( in liters)
ICI Paints 1,4,10,20 ( in liters)
Nerolac paints 1,4,10,20 ( in liters)
Berger paints 1,4,10,20 ( in liters)
Shalimar paints 1,4,10,20 ( in liters)
Beck India paints 1,20 ( in kgs)
28
Average Price of Products:
(20 liters) (Depend on shade & channel):
Company Name Price (Approx.)
Asian Paints (Ace) Rs. *2900 - 3200
(Apex) Rs. 3200 - 3500
(Ultima) Rs. 3700 - *4000
ICI (Weathershield) Rs. *3300 - 3600
(Weathershield Max) Rs. 3700 - *4100
Nerolac (Suraksha) Rs. 2700 - 3500
Berger paints (Weathercoat) Rs. 3500 - 3800
Shalimar paints (Xtra) Rs. 3000 - 3500
Beckcoat Exshield Rs. *2500 - 2600
Beckcoat Exshield Rs. 3400 - *3500
Note- * shows (Min to Max Rrise)
29
Distribution Channel (two level):

Manufacturers
Distributors
Retailers
Customers
30
Distribution Channel (one level):
Manufacturers
Retailers
Customers
31
LIST OF CONTRACTORS
Name Address Using Customer Point of Remarks Suggesti
exterior view about Purchase on our ons
paints Product products
Mr. Sanjay “Rangsiddhi” Asian paints Asian paints Purchase Good Need
patwardhan Salokha appt. apex & ICI apex. from quality. proper
Near weathershield retailers advertisin
panchami & max. & g.
hotel, Pune- company Open
Satara road, outlet. some
pune. retail
outlet or
appoint
some
distributo
rs.
Take
contracter
meet.
Want
some
credit
period.
Mr. Somas “ Perfect Asian paints ICI Purchase Best Need

kulkarni Décor” apex & ICI weathershield from quality. proper
Pentagon, weathershield & max. retailers advertisin
near & max. and from g.
panchami sometimes company Open
hotel, pune- Beckcoat also. some
satara road, exshield & retail
pune. exguard. outlet or
appoint
some
distributo
rs.
Take
contracter
meet.
Interested
to
become
distribute
r of our
company.
32
Mr. Ajay “khaire- Asian paints Asian paints Purchase Good Need
khaire-patil patil” apex apex. from quality. proper
associates, retailers advertisin
ramlila appt., & g.
pulachi wadi, company Open
deccan outlet. some
gymkhana, retail
near hotel outlet or
chatrapati, appoint
pune. some
distributo
rs.
Take
contracter
meet.
Price
doesn’t
matters,
quality
matters.
Mr.anil apte. “Akashay Asian paints ICI Purchase Best No such
colours & apex, nerolac weathershield. from quality. suggestio
textures” suruksha, ICI retailers ns. He is
near weathershield. and from the
Dshabhuja company customer
ganapati, outlet of our
karve road, also. If company.
pune. quantity
is big
then at
that time
directly
from
company.
Mr. Dilip “Alankar Asian paints nerolac Purchase Good Need
joshi. paints” opp. apex, nerolac suruksha from quality. proper
Kohinur suruksha, retailers advertisin
mangal & g.
karyalay, company Open
ivary towers, outlet. some
karvenagar, retail
pune. outlet or
appoint
some
distributo
rs.
33
Mr. subhash “Raviraj Asian paints ICI Purchase Best Need

majgaonkar painting apex & ICI weathershield from quality. proper
works”, weathershield & max. retailers. advertisin
karve statue, & max. But now g.
nandan wants to Make
arcade, shop purchase direct
no.5, karve direct contact
road, pune. from with
company. customer
s.
Mr. sandeep “Madhurang Only ICI ICI Purchase Best Open
gadgil. painters” weathershield. weathershield from quality. some
shop no.2 & max. retailers retail
ankita appt., & outlet.
hingane company Take
khurd, outlet. contracter
vikram meet.
nagar, near Need of
hingane post proper
office, pune. advertisin
g.
Mr. Vishnu “Laxmi Asian paints Asian paints Purchase Good Open
ingale. construction” apex and apex. from quality. some
singhgad some local retailers retail
road (nanded paints. & outlet.
phata) pune. company Take
outlet. contracter
meet.
Need of
proper
advertisin
g.
To
contact b
34
J. B. 430/431, Asian paints ICI Purchase Best Need

Shigwan. shaniwar apex & ICI weathershield from quality. proper
peth, pune. weathershield & max. retailers advertisin
Opp. & max. & g.
Shaniwar company Open
peth police outlet. some
chowky. retail
outlet or
appoint
some
distributo
rs.
Take
contracter
meet.
Want
some
credit
period.
Mr. Sanjay Sanjay mone Only ICI ICI Purchase Best Open
mone & co. 128/2, weathershield. weathershield direct quality. some
swaroop & max. from retail
nagari, opp. company. outlet.
Maruti Take
mandir, contracter
kothrud, meet.
pune. Need of
proper
advertisin
g.
To
contact
big
builders.
Mr. M. D. Gholap Asian paints ICI Purchase Best Need
Gholap painting co. apex & ICI weathershield direct quality. proper
Matrukrupa weathershield & max. from advertisin
app., 2/14, & max. company. g.
Erandawana, Open
karve road, some
pune. retail
outlet or
appoint
some
distributo
rs.
35
Mr. T. T. “Tulsi Asian paints ICI Purchase Best Need

Gholap developers” apex & ICI weathershield direct quality. proper
Matrukrupa weathershield & max. from advertisin
app., 2/14, & max. company. g.
Erandawana, Open
Karve road, some
pune. retail
outlet or
appoint
some
distributo
rs.
Take
contracter
meet.
Mr. Harendra “Buidwell Asian paints ICI Purchase Best No such

R. kankaria traders” apex & ICI weathershield direct quality. suggestio
Mahadkar weathershield & max. from ns.
chambers, & max. company.
shop no. G-
13, 127/3A,
karve road,
opp. Kasat
chemicals,
kothrud,
pune.
Mr. E. A. 4, east street, Asian paints ICI Purchase Best Need
Chindhy Medhora apex & ICI weathershield direct quality. proper
blocks, weathershield & max. from advertisin
camp, pune. & max. company. g.
Open
some
retail
outlet or
appoint
some
distributo
rs.
Take
contracter
meet.
36
Mr.S.V.Ingle Near Bus Asian paints Asian Paints Purchase Good Need
stand,Bhosri, apex & ICI apex & direct quality proper
Pune weathershield Nerolac from advertisin
& max & suraksha dealer g&
Nerolac awarenes
Surakhsha s.
Open
some
retail
outlet or
appoint
some
distributo
rs.
Take
contracter
meet
Mr.Jawant Chinchwad, Asian paints Asian Paints Purchase Good Need
Wagmode Pune apex & ICI apex & direct quality proper
weathershield Nerolac from advertisin
& max & suraksha dealer g&
Nerolac awarenes
Surakhsha s.
Pradeep 103,Kalpatar Asian paints Asian paints Purchase Want to More
Paranjape u 27/1B, apex & ICI apex & ICI direct Use Preferred
Erandwane, weathershield weathershield from sample Beck
Pune-411004 & max & dealer of Beck proof
Nerolac Proof WAC,
Surakhsha WAC Open
some
retail
outlet,
Required
seminar
Tushar Buruk 378,Shukarw Asian paints Asian paints Purchase Like but Need
ar Peth, apex & ICI apex & ICI direct want use proper
Shahu weathershield weathershield from some advertisin
Chawk, & max. some dealer Sample g&
Shivaji Road cement paint awarenes
Pune s, open
some
stockest
Somnath 64/1A,Janase Asian paints Asian paints Purchase Good Open
Barage va Vasahat, apex & ICI apex direct Quality some
Padmavati weathershield from retail
company outlet or
appoint
some
distributo
rs.
37
Satish 1164,Sadashi Nerolac Paint Nerolac Paint Purchase Like but Open
Enterprises v Peth, Opp. & ICI (suraksha) direct want use some
Hatti weathershield from some retailer
Ganapati company Sample stock,
Chowk, Take
Pune-411030 contracter
meet tail
outlet
appoint
some
distributo
rs
Nareindrra 321/4,Munot Asian paints Asian paints Purchase Good Open
(MORBI Bhavan apex & ICI apex,Ultima direct Quality some
Eligance) Shantnagar weathershield & ICI from but want retailer
Soc, opp & max weathershield company use some stock,
Union Bank Nerolac Paint & max also from Sample Take
of India, (suraksha) Dealer contracter
Timbar meet.
Market Road
M/s Sujata 1152 Asian paints Asian paints Purchase Good Take
Agencies Sadashiv apex & ICI apex & ICI direct Quality contracter
Peth, pune weathershield weathershield from but want meet.
411030 & max & max company use some Open
Nerolac Paint Nerolac Paint Sample some
(suraksha) (suraksha retail
outlet.
Want
some
credit
period
Interested
to
become
distribute
r of our
company
38
S.N Panse 313/3, Asian paints Asian paints Purchase Best Open
BIZZYLAN apex,Ultima apex,Ultima direct Quality some
D Sadashiv & ICI & ICI from but want retailer
Peth, Pune- weathershield weathershield company use some stock,
411030 & max & max Sample Take
Nerolac Paint contracter
(suraksha) meet,
Want
some
credit
period,
use
distributi
on
channel
Hemant A-10 Kumar ICI ICI Purchase Like but Open

Deshpande Ashiyana weathershield weathershield direct want use some
Panmala, & max & some from some retail
singad, Pune- Nerolac Paint cement Paint company Sample outlet.
41130 (suraksha)& also from Want
some cement dealer some
Paint credit
period,
want
more
shade,
change
shade
card
pattern,
also want
price list.
Amar Gunjal B/4 Asian paints Asian paints Purchase Like but Open
Chandrabhag apex ,ICI apex ,ICI direct want use some
a Apts, weathershield weathershield from some retail
Anandnagar & max & some dealer & Sample, outlet.
Sinhgad Nerolac Paint cement Paint retailer, want use Want
Road,pune41 (suraksha)& company Beck some
1051 some cement proof credit
Paint WAC & period.
biowash Want
want more
waterpro shade;
of paint want
dealers
pries.
39
Deepak Ulka Paints Asian paints Nerolac Paint Purchase Like but Want
Patwardhan Near Mati apex, Ultima (suraksha direct want use some
Ganapati, Nerolac Paint Asian paints from some credit
Narayan Peth (suraksha) apex,Ultima company Sample, period.
Pune-411030 also from also Want
dealer demand more
for shade
biowash, Take
WAC contracter
meet,
paste
paint on
shade
card ask
for basic
colour
Vishwas 108,shaniwar Asian paints ICI Purchase Like but Want
Karve peth, pune- apex, ICI weathershield direct want use some
411030 weathershield & max from some credit
& max Nerolac Paint dealer & Sample period.
Nerolac Paint (suraksha)& retailer, Want
(suraksha)& some cement company more
some cement Paint shade
Paint, waterproofing Open
waterproofing some
retail
outlet.
distribute
r of our
company
Narendra 47,shivaji Asian paints Asian paints Purchase Good Take

Salunke Housing apex, ICI apex,ultimas direct Quality contracter
soc,Senapati weathershield ICI from but want meet,
Bapat Road & max weathershield company use some paste
Pune 411016 Nerolac Paint & max & retailer Sample paint on
(suraksha) shade
card ask
for basic
colour,
open
retail
outlet,
about
dealer
price
any
distrit
40
Harsh Halbe 107, Narayan Asian paints Asian paints Purchase like Open
Peth Mati apex,Ultima apex,Ultima direct product some
Ganpati ICI ICI from but want retail
building weathershield weathershield company sample outlet.
pune 411030 & max & max & retailer of Want
biowash some
credit
period.
Want
more
shade;
want
dealers
price
Ajit Bhide 123/4B, Asian paints Asian paints Purchase Good Take
’Shirniwas’, apex ultima, apex ultima, from Quality, contracter
Erandwan, ICI ICI dealer& want meet,
Pune-411004 weathershield weathershield from some paste
& max, & max company sample to paint on
Nerolac Paint use shade
(suraksha) card ask
for basic
colour,
appoint
some
distributo
r, price
list.
Best Paint& Shop No 16 ICI Nerolac Paint Purchase Good appoint
Hardware satlok, weathershield (suraksha), direct Quality, some
store Gadital Next & max, cement paint from want distributo
to Hadapar Nerolac Paint dealer & some r, price
Bus stop (suraksha), retailer sample to list&
Depot Pune- cement paint use want
411028 some
discount
,open
some
ratail
stocket
41
Mukesh Chaitanya Asian paints ICI Purchase like but Take

Mehata Krupa, apex ultima, weathershield direct interested contracter
Sasane ICI & max, from in meet, ,
Nagar, weathershield Nerolac Paint retailer Biowash appoint
Hadapsar, & max, (suraksha), & beck some
Pune-28 Nerolac Paint cement paint Proof distributo
(suraksha), WAC r, price
cement paint list want
also some
discount
on bulk
Purchase,
increase
the size
shade
card,
Jayant, 419, Narayan Asian paints Asian paints Purchase like but Advertisi
Hemant Peth,Laxmi apex ultima, apex ICI direct interested ng
Road, Pune ICI weathershield from in Required,
411030 weathershield & max, dealer & Biowash, , appoint
& max, Nerolac Paint retailer transpare some
Nerolac Paint (surksha) nt coat distributo
(suraksha), r, Want
some
credit
period.
Want
more
shade;
want
dealers
price
Pramod 156/1 ICI ICI Purchase like but Appoint

Ghadge Mangawal weathershield weathershield direct want to some
Peth, Barane & max, & max, from use distributo
Road, Pune Nerolac Paint Nerolac Paint dealer & sample & r, Want
411011 (suraksha), (suraksha) retailer Biowash, some
WAC credit
period.
Want
more
shade;
want
dealers
42
Murlidhar Shree Apts., Asian paints Asian paints Purchase Good Product
Vaijayee Survey No apex ultima, apex ultima, direct Quality, should
163,Aundh, ICI ICI from want required
Pune411007 weathershield weathershield dealer & some lit,
& max, & max, retailer, sample to Complian
Nerolac Paint company use t about
Biowash,
credit
Period,
Dealer
Price.
Dhanyakumar F C Annex, ICI ICI Purchase Good No such
Darde Shirole Road weathershield weathershield direct Quality, suggestio
Off F C & max, & max, from want ns
Collage Nerolac Paint Nerolac Paint dealer & some
Main Gate (suraksha) (suraksha retailer sample to
Pune 411004 use
Jaydeep 1314 Asian paints ICI Purchase Good Take

Dhamdhere sadashiv apex ultima, weathershield direct Quality, contracter
Peth Opp ICI & max, from want meet, ,
Bharat Natya weathershield Nerolac Paint dealer & some appoint
Mandir Pune & max, (suraksha) retailer, sample to some
411030 Nerolac Paint Bergar Paints company use & distributo
(suraksha) (Dulex) Paint Biowash, r, price
Bergar Paints WAC list want
(Dulex) Paint also some
discount
on bulk
Purchase,
increase
the size
shade
card
Kamdar Shakutal ICI ICI Purchase Good Take
decorator & Apts, weathershield weathershield direct Quality, contracter
Paint sadashiv & max, & max, from want meet, ,
Peth Behind Nerolac Paint Nerolac Paint dealer & some appoint
Nilayam (suraksha) (suraksha retailer, sample to some
Theatar Bergar Paints company use distributo
Pune 41030 (Dulex) Paint r, price
list want
also some
discount
on bulk
Purchase,
increase
43
Ashok Puri Near Asian paints Asian paints Purchase want Take
senapati apex ultima, apex ultima, direct some contracter
Bapat Road ICI ICI from sample to meet
Pune 411016 weathershield weathershield company use & price list
& max, & max,Nerola Biowash, want also
Nerolac Pa WAC some
(suraksha) discount
Bergar on bulk
Advertisi
ng
Required
United 8/3/8/4A Asian paints Asian paints Purchase Good No such
Hardware & Ramoshi apex ultima, apex , ICI direct Quality, suggestio
Paint Gate Padmaji ICI weathers from want ns
Police weathershield Nerolac Paint dealer & some
Chowk,Meha & max, (suraksha) retailer, sample to
ta Apts Nerolac Paint Bergar company use &
Bhavani peth (suraksha) (Dulex) Paint, Biowash,
Pune 411042 Bergar cement paint WAC
(Dulex) Paint,
cement paint
S p Enterprise 188 Asian paints Asian paints Purchase Good Take

Shukarwar apex ultima, apex ICI direct Quality, contracter
Peth Near to ICI weathershield from want meet, ,
Badami weathershield & max, dealer & some appoint
Houd & max, Nerolac Paint retailer sample to some
Nerolac Paint (suraksha) use distributo
(suraksha) r, price
list want,
Advertisi
ng
Required
Raju Dalavi Sasane Asian paints Bergar Purchase Good No such
Nagar, apex ultima, (Dulex) Paint, direct Quality, suggestio
Hadapsar, Bergar cement paint from want ns
Pune-28 (Dulex) Paint, dealer & some
cement paint retailer sample to
use &
Biowash,
WAC
Ganesh Erandawana Asian paints Asian paints Purchase Good No such
decorators apex & ICI apex & ICI direct Quality, suggestio
weathershield weathershield from want ns
& max. & max. dealer & some
retailer sample to
use &
Biowash,
WAC
44
Mr. Sunil Singhgad Asian paints Asian paints Purchase Good Take
pawar road apex apex direct Quality contracter
from meet, ,
retailer appoint
some
distributo
r
Mr. Vinay Paud road Asian paints ICI Purchase Best Take
apte apex & ICI weathershield direct quality contracter
weathershield & max. from meet, ,
& max. retailer appoint
some
distributo
r
Mr. Vijay Shukrawar Asian paints ICI Purchase Good No such
kakade peth apex & ICI weathershield direct Quality suggestio
weathershield & max. from ns
& max. retailer
Mr. patil Padmavati, Asian paints Asian paints Purchase Good No such
near kalubai apex, nerolac apex & direct Quality suggestio
mandir suraksha & cement paint from ns
cement paint. retailer
Diamond Near Asian paints Asian paints Purchase Good Take
Residency pradhikaran apex & ICI apex & direct Quality contracto
, nigdi , weathershield cement paint , from r meet, ,
& max.. Berger Dealer appoint
some
distributo
r, price
list want
also some
discount
on bulk
Purchase.
Mr.Saurabh Chinchwad Asian paints Asian paints Purchase Good Take
Eng. & apex, nerolac apex & direct Quality contracto
Contractor suraksha & cement paint from r meet, ,
cement paint. Dealer appoint
some
distributo
r, price
list want
also some
discount
on bulk
Purchase,
increase
the size
shade
card
45
Mr.Khinswar Dapodi Asian paints Asian paints Purchase Good Take

a apex, nerolac apex & direct Quality contracto
suraksha & cement paint from r meet, ,
cement paint. Dealer appoint
some
distributo
r, price
list want
also some
discount
on bulk
Purchase,
increase
the size
shade
card
Mr.Keshav Kunal Asian paints Asian paints Purchase Good Take

Kulkarni Estate,Kesav apex ultima, apex & direct Quality contracto
nagar, Berger cement paint from r meet, ,
chinchwad (Dulex) Paint, company appoint
cement paint some
distributo
r, price
list want
also some
discount
on bulk
Purchase,
increase
the size
shade
card
Om pradhikaran, Asian paints Asian paints Purchase Best Take
Enterprises Near appu apex ultima, apex & direct quality contracto
ghar,Nigdi ICI cement paint from r meet, ,
weathershield Dealer appoint
& max, some
Nerolac Pa distributo
(suraksha) r, price
Berger list want
also some
discount
on bulk
Purchase,
increase
the size
shade
card
46
Soft Touch Ganesh Asian paints Asian paints Purchase Good Take
Decorators nagar apex, nerolac apex & direct Quality contracto
,Thergaon, suraksha & cement paint from r meet, ,
Chinchwad cement paint. Dealer appoint
some
distributo
r
47
Analysis of Visited Contractors:
Products in Use –
48
Distribution Channel (zero level)
Manufacturers
Contractors.
49
Indian Paint Industry:

ORGANIZED SECTOR BY MARKET SHARE:
# 1 Asian Paints (33%)
# 2 Goodlass Nerolac (18%)
# 3 Berger Paints (14%)
# 4 ICI India (11%)
# 5 Jenson and Nicholson (6%)
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
50
Demand Hierarchy:
Product Type Manufacturers Brand No of plants in

India
Acrylic Paint Asian Paint Ace, Apex, Ultima 5
Acrylic Paint Nerolac Paint Suraksha, Excel, 5

Everlast
Acrylic Paint ICI Weathershield, 5

Wmax
Acrylic Paint Berger Weathercoat 3
Acrylic Paint Shalimar Xtra 3
Graphical Form of demand Hierarchy:

No of plant in India
6
4
Plants
0
Asian Nerolac Berger ICI Paints Jenson
Paints Paints Paints and
Company Nicholson
51
Sale of products in Pune (Monthly):
Company Name Sale (Approx.)
Asian Paints 1500 tonnes
ICI Paints 1000 tonnes
Nerolac Paints 700 tonnes
Berger Paints 300-400 tonnes
Cement paint & Local Companies 900-1000 tonnes
Graphical Form of Sale in Pune (Monthly):
Sale Of Paints in pune in Tonnes

Asian Paints
ICI Paints
Nerolac Paints
Berger Paints
Cement &
local Paint
52
LIST OF ARCHITECTS
Name Adress Cont No Suggestions

Pradeep 2nd floor, AjayChamber, Above 9371087789 Product Quality is
Niphadker Hotel Banjara,Nigdi,Pune good And need
some
Advertisement
regarding your
Antifungal concept
Karan Gulab Seth ,Near Ashok talkies, 9822797555 To give main focus
Developers Pimpri on your product
strength through
advertising
Sanjeev Bhosle Spot Consultant,Near Ashok 9820033636 Product Quality is
Theatre,Pimpri good And need
some
Advertisement
regarding your
Antifungal concept
as well as about
your elongation
Uday Kulkarni Off.No.229/230,Kohinoor 9823077524 Product Quality is
Arcade,Mumbai-Pune good And need
Road,Pradhikaran,Nigdi some
Advertisement
regarding your
Antifungal concept
S.M. Kanitkar Indranil,P.No.46,Deoghar Housing 9822043083 Product Quality is
Society,Chinchwad,Pune good And need
some
Advertisement
regarding your
Antifungal concept
and when require
they'll contact to us
Prestige group Near Chinchwad Station ,Telco 020-27470025 Product Quality is

Road , pune good And need
some
Advertisement
regarding your
Antifungal concept.
Babu Mhetre Renuka Construction 020-27452400 Product Quality is
8,Deepalaxmi Building,Near good And need
Morya Hospital,Link Road some
Chinchwad, Pune Advertisement
regarding your
Antifungal concept
53
H.P.Associates Ashirwad Complex,Power House 9422325006 Product Quality is

Chowk,Talera Hospital Road, good And need
Chinchwad,Pune some
Advertisement
regarding your
Antifungal concept
Rajas Off.No.R-2,Kakade 020-27610429 Product Quality is
Architects Park,Chinchwad,Pune good And need
some
Advertisement
regarding your
Antifungal concept
M/s Geeta Pooja Apartment,Shop 020-30623510/11 Product Quality is
developers No.5,Tanaji Nagar good And need
Chinchwad,Pune some
Advertisement
regarding your
Antifungal concept
Dhananjay Creative Shelters , 7A, B Wing, !st 9422082609 Product Quality is
Mane Floor, Premeir Plaza, Mumbai - good And need
Pune Highway, Chinchwad, Pune some
Advertisement
regarding your
Antifungal concept
Mr.Subhodh Sagar Complex, Behind Patni 9370050010 Product Quality is
Computers,Kasarwadi.Nashik good And need
Phata,Pune some
Advertisement
regarding your
Antifungal concept
Mr.Kailash P.B.Constructions,Bhoir 9822871010 Product Quality is

Estate,Dange good And need
Chowk,Thergaon,Chinchwad, some
Pune Advertisement
regarding your
Antifungal concept
Vastu Rekha Chinchwad 9371006651 Antifungal concept
Architect Gaon,Opp.P.C.M.C,auditorium,Ra is very benificial
mkrishna More, Gokhle Plaza,First for industrial point
floor off.104,Pune of view
Satputes Near Akurdi Station ,Pune 9822664356 Product Quality is
Architects good And need
some
Advertisement .
Venketeswar Dange 9822087383 Product Quality is
Construction Chowk,Thergaon,Chinchwad good And need
,Pune some
Advertisement.
54
Kan's Design Thergaon,Chinchwad Gaon,Pune 9850808472 Required more

Zone advertising.
Suggest to take
Architects ,
Builders meet
Laxman Thite 18, Sita park, opp. S.T. stand Exit 020- Products have good
Architect gate, shivajinagar, pune-5. 25536109/2553671 quality. It requires
4 more advertising. It
should be good
competitor to
cement paints as
well as other acrylic
paints.
Sanjeev-Meeta 4,mangalam chambers, paud road, 020-25442648, It should be good

Joshi pune-411038. 9822030896 competitor to
cement paints as
paints. Want to see
some Practical
applications.
Suggest to take
Architects &
Painting contracters
meet.
S.S.Kulkarni E-4, Patil Regency, Erandawana, 020-25468923, Shown good

associates pune-411004. 9822604794 interest in our
sskulkarni.associates@gmail.com product. He mostly
suggest Cement
paints to builders
but they will
definitely think on
our product. Want
to see some
practical
applications.
V.V.Architects 26,Amar society, Erandawana, 020- No such

private ltd. Gulmohar path,off law college 25433879/2543129 suggestions.
road,pune-411004 3
K.B.Mahindrak "saj chambers", 562/5/4, 020-25534254, Required more

ar&associates Shivajinagar, near congress 9822408351, advertising.
bhavan, pune-411005. 9822442499. Suggest to take
Architects meet.
Want to see some
practical
applications.
55
Keshav N. 759/118-a, Deccan gymkhana, 020-25672456 If there is some

Desai prabhat road, lane no.2, pune- requirement then he
411004. will call us. No
such specific
suggestions.
Associated "Bilwa Nidhi", 4th floor,1394, 9422007500 Shown good

Designers shukrawar peth opp.nava vishnu interest in our
mandir, bajirao road, pune-2. product. He mostly
suggest Cement
paints to builders
but they will
definitely think on
our product. Want
to see some
practical
applications.
Studio United 59, Alankar society, opp. Shailesh 020- No such

hall, Karvenagar, pune-411052. 25458988/2545606 suggestions.
6
Vikas Bhandari Gokul nagar, F.C. Road, 1184, 020-25535656 Want to see some
Shivajinagar, pune-411005. practical
applications. Cost is
cheaper than other
products. It is been
beneficial for the
company. Required
more advertising.
Suggest to take
Architects meet.
M.H.Dalal Dalal House, kondhawa khurd, 020- Shown good

Architects pune-411048. mhd@mhdalal.com, 26930500/2693070 interest in our
www.mhdadal.com 0 product. He wants
our samples for
practical
applications. He
have some
requirement.
3d Architects 34/12, Shrinivas Villa, near 020-25466166 No such

and Designers C.D.S.S. Erandawana, pune- suggestions.
411004.
56
Arati Pitre & 1204/15, "Vithal Nivas" Ghole 020-25532092 IF there is some
Associates Road, Shivajinagar, pune-411004. requirement then
she will call us.
Suggest to take
contracters meet as
early as possible. It
is very large market
& with advertising
company can
capture good
market share.
Umesh Desai #25/26, A-Wing, 3rd floor, 020-24455561, Want to see some
Architects Gurudatta Sahwas, Mehunpura, 9890488548 practical
470, Shaniwar peth, pune-411030 applications.
Required more
advertising.
Suggest to take
Architects meet.
Kumar Limaye 1229, Subhashnagar, lane no.4 A, 020-25513380, Product have good
& Associates shukrawar peth, pune-411002. 25512807, quality. It requires
9823053099 more advertising. It
should be good
competitor to
cement paints as
paints.
Modern 585, (new) shaniwar peth, pune 020-24450188 If there is some

Architects 411030. requirment then she
Pvt.ltd. will definitely call
us. Shown good
interest in our
product. She will
definitely pramote
our product to
Painting contractors
& builders.
Peshave & 10/3, Shantai vihar commercial 020-26137731 No such

Associates complex, opp. Tilak ayurved suggestions.
college hostel, rasta peth, pune-
411011. cpeshave@vsnl.net
Deepak S. 863, Sadashiv peth, near gyan 020-24476852 No such

Vaidya & prabodhini, snehavardhan suggestions.
Associates. prakashan building.
57
J.P.Deshpande Near prayag hospital, apte road, 020-25531141 Want to see some
deccan gymkhana, success practical
chamber. applications.Produc
t should be cost
effective in
comparison with
cement paints.
Nachiket & Prabhat road, second turn left side, 020-25430457 Required more
Jayod third lane, kumud building, uttam advertising.
Patwardhan thorat colony. Suggest to take
Architects meet.
Want to see some
practical
applications.
B.K.Goagte 1446, shukrawar peth, jai gandhi 020-24458670 Shown good

chambers, bajirao road, Near interest in our
janata sahakari bank products. He wants
samples of our
products. Want to
see some practical
applications.
Bureau of Mauli app., plot no. 74, 020-24225804 Awareness of

Designers tulshibagwale colony, parvati, products is
pune - 9. sarang society, required. Want to
sahakarnagar. see some practical
applications.
Suggest to take
contracters meet.
De Tel 25/26 'A' wing gurudatta sahwas 020-24455561 Want to see some
Architects society, Mehunpura, shaniwar practical
peth, pune. applications.
Required more
advertising.
Suggest to take
Architects meet.
Arun 95/A Rupanand app., shahaji sujan 020-25534785 No such

Sangvikar park, lullanagar kondhawa. suggestions.
58
Arvind G. Aswini Heights' pune vidyarthi 020-24472721 Shown good

Shah gruha road, Tilak road, pune. interest in our
products. He wants
samples of our
products. Want to
see some practical
applications.
Ravindra Indraprastha near symbiosis, 020-25678784 Shown good

Banchhod S.B.Road, pune. interest in our
products.He also
shown interest in
our waterprofings.
Sumant Karve Road, pune. 9890939625 Shown interest in

Muganekar our PU Coating
products.Wants
samples of our
products.
The Design 320, Patil plaza, 493 parvati, pune 020-24464395 No such
Cell - 9. suggestions.
Vastuyojak 742, Sadashiv peth, near nagnath 020-24475348 No such

Associates par, pune. suggestions.
Mr. Anand 1, Teej apts., Senapati Bapat Road, 9823078681 Product should be
Uplekar Opp. State Bank Of India, Pune - more awared with
411016 some
adversting.required
more shead.Suggest
to take Architects &
meet.
Mr Ajay S NO 37/2 Shop No 6 Mahadev 9822013038 Product should be

Sardesai Chambers, Erandwane,Ppud Phata good, but required
Near Abinav School Pune 411038 more techinal data
for their
tender.Suggest to
take Architects
meet.
Mr Mohan Flat No 5 Buld No2 Pratik Nagar 25433574 He using Beck

Kelkar Society Poud road Kothrud Pune Product rather than
4111038 exterior paint.he
will call us when he
required paint
59
Mr Girish Manikanchan, Shirol Road,Pune 9371007392 Product should be

Doshi 411004 more awared with
some adversting.
Suggest to take
Architects meet.
Mr Vinod 1Sunbeam Apts. Gulmohar 2544399 No suggestions

Khanzode path,Amar Society,
Erandwana,Pune 4
Mr C V Shah A-3 Shirole Park,Vetal Chowk 9422302715 Shown good

Senapati Bapat Road Pune 411016 interest in our
products. He wants
samples of our
products. Want to
see some practical
applications.
Mrs Medha 4 Dattprasad, 1206,B/7.Off J M 9890191403 Shown interest in

Wagh Road Shivajinagar,Pune 411004 our PU Coating
products.Wants
samples of our
products.
Mr Vijay 124/6B Shrikarro path,Erandwana, 2561087 Required more

Khandekar Pune- 4 advertising.
Suggest to take
Architects meet.
Want to see some
practical
applications.
Mr D O Nikam Flat No.201,Shelake Bldg, Deccan 9822008198 He was

Gymkhana Pune- 411004 concentrated on
total application
cost.
Mr Dilip G 1443, Sadashiv peth,Near Khajina 24478869 No suggestions

Kale Vihir Pune 411030
Mr Manoj 8 Veena Apts,776 Bhawani Peth 9823044860 Shown interest in

Agarwal Pune- 411042 our PU Coating
products.Wants
samples of our
products
60
Mr C R 1528 sadashiv Peth Satvik Thali 9819091166 Shown good

Kulkarni Buld Pune - 411030 interest in our
products.He also
shown interest in
our waterprofing
products
Mr D S Ranade 105/2 Rama Madhav Apts 24490286 Product should be

Narayan Peth , behind Mati good, but required
Ganapati Pune 41030 more techinal data
for their
tender.Suggest to
take Architects
meet.
Mr Makarand 14, Patil Arcade Off Karve Road 9823116349 Product should be
Khare Erandwana,Pune-411004 good, but required
more techinal data
for their
tender.Suggest to
take Architects
meet
Mr Sachin Moti Height 2nd Floor 9822443323 he very price

Solanki 722,Budhwar Peth Near Jijamata concious, want
Baug, Pune- 411002 some technical
information on
industrial flooring.
Panit Joshi 216 Narayan Peth Akshay 24450899 Shown interest in

Associ Chamber N C Kelkar road Pune our PU Coating
products.Wants
samples of our
products.
Miss Medha Moti Height 2nd Floor 9822625564 Product should be

Devar 722,Budhwar Peth Near Jijamata more awared with
Baug, Pune- 411002 some
adversting.required
more shead.Suggest
to take Architects &
meet.
61
Mr Rajiv Opp jungli Maharaj Road pruthvi 25536178 No suggestions

Khanse Apts 1st Floor
Mr Ram Flat No 7 1614 Samrpita Apts 4331565 he is more

Pradakar Gopal Gyan Samaj Road Sadashiv instructed in
peth Pune 411030 industrial
floorings.Suggest to
take Architects &
meet.
Mr Raj Jape 12, New Era Heights, Lane No 20, 25445015 Product should be
Dahanukar Colony, Kothrud, more awared with
Pune- 411029 some adversting.
Suggest to take
Architects meet.he
will call us when he
required paint
Mr Ramesh 117/118, Poornima Towar, 24443689 No suggestions

Tepan Shankar sheth Road Pune 411037
Mr Rvi Gadre Rutu 23 andar Society Off Pune- 24223402 No suggestions

Satara Road Near Padmavati
Temple pune 411009
Mr P 1/62B Padmdarshan Society Pune- 24931288 He knows Beck

Deshmukh satara Road,Near walvekar lawn product, he will call
us when he required
paints.required
more techinal data
for their
tender.Suggest to
take Architects
meet
Mr S G Belsare Flat No 9, Bramaha Darshan 9890954301 Product should be

Society, Near Hotel Safari, Shivaji good, but required
Nagar Pune 411005 more techinal data
for their
tender.Suggest to
take Architects
meet.
Mr sharad 3, Neelkanth,1st floor Off J M 9822403672 he very price

Salunkhe Road, Near Hotel Swan Inn 1297, concious, want
shaivaji Nagar Pune 411005 some technical
information on
industrial flooring
62
Mr Raju Prasad ' Shivaji Colony Poud 25444456 Shown interest in

Ghadge Phata Near Fly over Bridge Pune our PU Coating
411038 products.Wants
samples of our
products.
Parag Architest 49/33 A Gulmohar Pah Erandwana 9822400099 He knows Beck

Pune product, he will call
us when he required
paints.required
more techinal data
for their tender.
Miss Priya 1195/8 ghole Road Near ICICI 9850091334 No suggestions

Gokhale bank pune
Neogen E/2 Sakhai Plaza Shivaji Putala 982240099 He was

consultant opp Belake Nagar Kothrud concentrated on
total application
cost.
63
Analysis of Visited Architects:
Suggested Products:
64
Findings:
Comparison Chart (Technical):
Company Asian ICI Nerolac Berger Shalimar Beck

Feature India
UV Resistant Yes Yes Yes Yes Yes Yes
Antifungal No No No No No Yes
(Biowash)
Elongation ----- ----- ----- ----- ----- 300%
Washability Yes Yes Yes Yes Yes Yes
Hide Hairline No No No No No Yes

cracks
Coverage (20 1200- 1200- 1100– 1100– 1100– 1200 –

lit. in sq.ft.) 1400 1400 1300 1300 1300 1400
Declared Life 7 7 years 4 years 5 years 5 years 5 years

Expectance years
Price Range 2900- 3300- 2700- 3500- 3000- 2500-

(Rs.) 4000 4100 3500 3800 3500 3500
Conclusions:
1. Our Product have good Antifungal (Biowash) Property.
2. Product gives 300% Elongation throughout decleared life expectancy.
3. Product have Low Density which can Eaisly Hide Hairline Cracks.
4. Total apply-supply cost of products goes Rs. 7 to 8 per sq. ft.
5. Cost is more Economical than other company’s product.
65
Suggestions from Retailers:
Product should be in liters.
Attractive Price
Discount on bulk purchase.
Product awareness.
Take retailers meet.
Suggest product to contractors.
Appoint distributors & Stockiest.
Suggestions from Contractors:
• Product should be in liters.
• Credit period.
• Discount on bulk purchase.
• Advertisement.
• Packing size of products.
• “Deposit colour” on shade cards.
• Suggest product to architects & builders.
• Appoint distributors & retailers.
• Take Contractors & retailers meet.
• Sample requirement.
66
Suggestions from Architects:

• Product should be more awared.
• Want to see some practical applications.
• Product should be easily available.
• Product should be in liters.
• Product pack sizes should be more convenient.
• Need more advertising.
• Take Architects meet.
67
Recommendations:
• Take contractors & Architects meet.
• Appoint distributors.
• Advertisement & Awareness required.
• “Deposit colour” on shade cards.
• Different Packing size of products.
• Dealers & contractor Price list is required.
68
Conclusion:
• Products have good quality.
• It requires some attractive prices.
• It requires more awareness & advertising.
• It requires proper distribution channel.
69
Limitations:
1) Product is not awared.
2) No proper distribution channel for the products.
3) Shade cards are not attractive.
4) Credit period is not allowed
5) Promotional schemes are very less.
6) Product pack sizes are not convenient.
70
Bibliography:
During the completion of the project I have taken the references from various sources.
They are mentioned below-
Yellow pages of Indiacom.
Marketing management by Dr. Rajan Saxena, Philip Kotler.
Annual report of the company.
Marketing Research by G. C. Beri.
Web sites referred
www.beckindia.com
www.asianpaints.com
www.nerolacpaints.com
www.shalimarpaints.com
www.bergerpaints.com
www.icipaints.com
www.google.com
71
Annexure:
Questionnaire for Retailers:
Personal information:
Name:
Address:
Contact no.:
I. Do you have Exterior paints?
Ans. 1) Yes 2) No
II. Do you have Exterior Acrylic paints?
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.
V. What are the prices of different Exterior acrylic paints?
Ans.
VI. Which seasons have more demand of Exterior acrylic paints?
Ans. 1) Summer 2) Rainy 3) Winter
VII. Which distribution channel are you using?
Ans. 1) Two level 2) One level 3) Zero level
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.
72
X. What is the mode of payments of other companies?
Ans. 1) Cash payment 2) Check payment
XI. How much credit period they are offering?
Ans. 1) 10 days 2) 15 days 3) 21 days 4) 30 days
XII. What are the pack sizes available of other companies products?
Ans.
XIII. Give some suggestions about our products?
Ans.
73
Questionnaire for Painting Contractors:
Name:
Address:
Contact no.:
1) Are you using Exterior acrylic paints?
Ans. 1) Yes 2) No
2) Which Exterior acrylic paints you are mostly using?
Ans.
3) Which Exterior acrylic paints more demanded from customers?
Ans.
4) Are you suggesting some products to the customers?
Ans.
5) Which is your point of purchase for the products?
Ans. 1) Direct from company.

2) Direct from wholesaler.
3) From retailer.
6) Which seasons have more demand of Exterior acrylic paints?
7) How much you consume Exterior acrylic paints in a month? (tonnes)
Ans.
8) How much credit period you required?
Ans. 1) 10 days 2) 15 days 3) 21 days 4) 30 days
9) Give some suggestions about our products?
Ans.
74
Questionnaire for Architects:
Name:
Address:
Contact no.:
1. Which Exterior acrylic paints are you suggesting to the customers?
Ans.
2. Which Exterior acrylic paints more demanded from customers?
Ans.
3. Which seasons have more demand of Exterior acrylic paints?
4. Give some suggestions about our products?
Ans.
75

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Method of Data Collection:

Secondary data Collection – Yellow Page, Phone Call, Internet.

Customer Retailers Painting Architects

Total Market sale of exterior paints in pune (month): 4500 tonnes.

1) Asian Paints 2) ICI Paints

3) Nerolac Paints. 4) Berger Paints.

ELANTAS Beck India

ELANTAS Beck India is a Group Company of ALTANA AG, an international

• Safety in production, handling, use & disposal of its products

ELANTAS Beck India accords the same importance to Environmental Protection as it

Name Designation Email Addresses

Manu Tandon Managing Director manu.tondon@altana.com

Prashant Deshpande Director - Marketing prashant.deshpande@altana.com

Sharad Shetye Director - sharad.shetye@altana.com

Kedar Gokhale Sales Manager kedar.gokhale@altana.com

R. S. Salunkhe Business Manager - rajnikant.salunkhe@altana.com

Marketing & Export Head Office:

Northern Region: New Delhi

Eastern Region: Kolkata

Western Region: Pune & Mumbai (contact head office)

Southern Region: Bangalore

In the mid-1880s, paint factories began springing up in population and industrial

Contemporary paints and coatings consist of countless compounds uniquely

Gives Paint film its color and filling properties.

Thinner Improves and assists paint application

Body Improves films build and abrasion workability. The

Pigments Rust Used mainly in premier to improve anti corrosion

Inorganic Metal Oxides, Usually dull color (e.g. titanium

Types of exterior paints:

• Stains can be solvent thinned or water thinned and produce a transparent,

History and Need of Acrylic Paints:

1) To Determine Market Potential of Exterior Paints in Pune

2) To analyzing the buying motive of consumer for Exterior Paints.

3) To study the awareness of Beck India’s exterior paints.

1) To Determine Market Potential of Exterior Acrylic Paints in

2) To give suggestion and recommendation for making a suitable and a

3) To promote Beck India’s products.

4) To determine current market share of exterior acrylic paints.

• Time Span – 1st June to 31st July

• Total 8 week working.

• Actual field working – To meet retailers, contractors, architects directly.

• Data collection time – 6 weeks.

• Analysis of the data - 1 week.

• Final Preparation of project – 1 week.

3) Scope of the study:

Scope of the project is to determine the market potential of exterior

4) Sources of Data Collection:

Primary Data collection – Questionnaire Method

Secondary data Collection – Yellow Page, Phone Call, Internet

From Pune and Pimpari-Chichwad.

Questions are Open ended and Close ended.

Beck Coat EXShield –

-- Protection against UV & rain water.

-- Excellent weather resistance.

-- Forms a protective cover over the hairline cracks.

-- Withstands extreme climatic conditions:

-- Assurance of good looks, quality finish designed for a

-- Resistance to peeling, blistering, fading, chalking.

Beck Coat EXGuard –

- Excellent Weather resistance.

- High quality exterior finish.