Icon Paints

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Project Report

on

dealer perception towards icon paintsDissertation Submitted To

Amity Global Business School,

Banjara Hills,

Hyderabad-500034.

In partial fulfillment of the degree of

Master of Business Administration.

by

ARJUN AGARWAL

EN NO- A30601911033


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DECLARATION

I PRATIK AGARWAL of Amity Global Business School, Hyderabad hereby declare that

this thesis entitled as DEALER PERCEPTION TOWARDS ICON

PAINTS has been compiled by me as an individual doing towards the partial fulfillment

of MASTER IN BUSINESS ADMINISTRATION for the academic year 2011-2013. I have

not submitted this report in any other university or institution as such for the award of my

degree.

Place

Date: ARJUN AGARWAL


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CERTIFICATE

This is to certify that this thesis report titled DEALER PERCEPTION

TOWARDS ICON PAINTS is the bonafide work of Mr. ARJUN AGARWAL

who carried out the project under my supervision. Certified further, that to the best of my

knowledge the work reported herein does not form part of any other thesis report or

dissertation on the basis of which a degree or award was conferred on an earlier occasion on

this or any other candidate.

Prof. Jayanti Ramesh Ketan vivek

Faculty guide Company guide


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ACKNOWLEDGEMENT

I would like to express my sincere thanks to all those who gave me the opportunity to

complete this thesis and for providing this necessary support to improve my practical

knowledge.

I wish to express my deep sense of gratitude and indebtedness to Mr.Ketan vivek at ICON

PAINTS, Hyderabad for giving an opportunity to complete my summer internship

programme (SIP).

I would also like to thank my faculty guide, Prof. Jayanti Ramesh (Sr. Faculty, Amity Global

Business School), for providing me with their constant support and guidance all through the

SIP.

A special thanks to all the members of ICON PAINTS and employees who made the SIP a

memorable learning experience.


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INDEX

Chapter.

No

PARTICULARS Page

NO

1 Chapter I

Introduction

Objectives of the study

Research methodology

Limitations of the study

2 Chapter II

Review Of Literature

3 Chapter III

Industry Profile

Company profile

4 Chapter IV

Data Analysis & Interpretation


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5 Chapter V

Findings,

Suggestions & conclusition

6

Bibliography

Annexure


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INTRODUCTION

Perception

The psychological processes that allow an individual to adjust his behavior is

called perception .the behavior of individual is influenced by his personality ,motives and

efforts the behavior and performance provides satisfaction to employees who gets

stimulated to work more and develop his personality and work quality.

In the case of visual perception, some people can actually see the percept shift in their mind's

eye[. Others, who are not picture thinkers, may not necessarily perceive the 'shape-shifting' as

their world changes. The 'simplistic' nature has been shown by experiment: an ambiguous

image has multiple interpretations on the perceptual level. The question, "Is the glass half

empty or half full?" serves to demonstrate the way an object can be perceived in different

ways.

It is the processes by which people organize obtain meaning form the sensory they

receive form the sensory stimuli they receive form the environment. It is the process by

which we sense of our world. It is not foolproof. Not two people in the same situation will

perceive it in exactly the same way. Have you ever been in a class where you thought the

instructor was excellent, while some of your classmates thought otherwise? And whose (if

either) perception was correct?

According to udai pareek and othersperception can defined as the process of

receiving ,selecting, ,organizing ,interpreting ,checking and reacting to sensory stimuli or

data .

According to Stephen P.Robbins defines perception as a process by which

individuals organiese and interpret their sensory impressions in order to given meaning to

their environment

Fred luthans opines thatperception is an important mediating cognitive process

through which persons make interpretations of the stimulus or situation they are faced

which.

Perception is the process through which the information form outside environment

is selected , received , organized and interpreted to make it meaningful to us.
http://en.wikipedia.org/wiki/Mind%27s_eyehttp://en.wikipedia.org/wiki/Mind%27s_eyehttp://en.wikipedia.org/wiki/Perception#cite_note-Wettlaufer2003-3#cite_note-Wettlaufer2003-3http://en.wikipedia.org/wiki/Picture_thinkinghttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Is_the_glass_half_empty_or_half_full%3Fhttp://en.wikipedia.org/wiki/Is_the_glass_half_empty_or_half_full%3Fhttp://en.wikipedia.org/wiki/Is_the_glass_half_empty_or_half_full%3Fhttp://en.wikipedia.org/wiki/Is_the_glass_half_empty_or_half_full%3Fhttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Picture_thinkinghttp://en.wikipedia.org/wiki/Perception#cite_note-Wettlaufer2003-3#cite_note-Wettlaufer2003-3http://en.wikipedia.org/wiki/Mind%27s_eyehttp://en.wikipedia.org/wiki/Mind%27s_eye


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OBJECTIVES OF THE STUDY

The objectives of this survey are:

To study the investment pattern of dealer.

To study the investment pattern of dealer in Icon Paints.

To observe the extent of the market.

To recognize the target groups.

To find out which type of product and schemes is preferred by the dealers.

To study the different facilities of Paints given by different companies.

To study the risk factor involved in Paint Market.

To study which company is providing better services of Paint Industry with higherreturns.

To study the behavior values and beliefs of dealer.


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SCOPE OF THE STUDY

1. The study has been done for the Paint so more or less it helps in understanding theconsumer preference towards the Paint market.

2. The study can help in analyzing certain weak point, improving on which a company canovercome the low sales of its Paints.


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RESEARCH METHODOLOGY

Research methodology is used to search answers of the research questions. An attempt has

been made to describe the nature of the people of Hyderabad city by the study of the samples.

Methodology in common parlance refers to a search for knowledge. The advanced learners

dictionary of current English lays down the meaning of research as a careful investigation or

enquiry especially through search for new facts in any branch of knowledge. Some people

consider research as a movement, movements from known to unknown. It is actually a

voyage of discovery. We all posses the vital instinct of inquisitiveness for, when the unknown

confront us, we wonder and our inquisitiveness makes us probe and attain full and fuller

understanding of the unknown. This inquisitiveness is the mother of all the knowledge and

the method, which man employs for obtaining the knowledge of whatever the unknown, can

be termed as research.

Methodology is a way to systematically solve the research problem. It may be understood as

a science of studying how research is done scientifically.

Learning more about the consumer and about marketing is the heart of the research

methodology. The research methodology has many dimensions and research methods to

constitute a part of the research methodology.

RESEARCH PROCESS

Problem Formulation

Research Design


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Sample Design

Data Collection Technique

Field Work

Analysis and Interpretation and Research Report

In the planning of the project and survey, the entire schedule of work was divided into 13

steps which are as follows-

1. Defining the objectives2. Defining the population3. Frame the sample units4. Data collection5. Questionnaire6. Methods of collecting data7. Non-respondent classification8. Selection of proper sample size9. Organizing the field work


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10. Execution of the project11. Summery and analysis12. Information gathered for the further survey13. Preparation of the report

Let us understand all the above 13 steps in detail:

1. DEFINING THE OBJECTIVE: The main objective is to find out the dealerperception of fresher and walked out dealer from Icon Paints. This survey is

conducted to depict the behavior of the dealer in making investment, especially in

insurance.

2. DEFINING THE POPULATION: Population refers to the total items about whichthe information is desired. Here in this project I have considered finite population that

is we are taking one single individual as single unit which is fixed the 100

questionnaires, each separately by the single individual.

3. FRAME THE SAMPELING UNITS: The elementary units or the group of suchunits may form the basis of sampling process, which are called as sampling units. A

list containing all such sampling frames consists of a list of items from which the

sample is to be drawn. It is often impossible to draw a sample directly from the

population.

In case of this project I simply located the different areas of Hyderabad and conducted

a survey by taking the information in the form of questionnaire.

4. DATA COLLECTION: There are several ways of collecting the data which differconsiderably in context of money, cost, time and other resources. In this project the

data which was required gave details about the behavior of dealer who make

investments in Paint Industry and Construction Industry, etc.


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5. QUESTIONNAIRE: To develop an effective questionnaire following points shouldbe kept in mind:

a. Keep in view the problem to be studied.b. Questions should be appropriate and simple and must be constructed with a

view to their forming a logical part of a well thought out tabulation plan.

c. Proper sequencing of questions.d. Should be examined properly and if error found, should be removed.e. Pre-testing of questionnaire is necessary.

6. METHODS OF COLLECTING DATA: Normally there are 2 methods ofcollecting the data:

Primary data Secondary data

In this project we require data which is necessary to obtain the secondary data. We

have collected the information by directly communicating with the respondents

through questionnaires.

7. NON-RESPONDENT CLASSIFICATION: It is very necessary to classify therespondents from the sample who didnt give proper reply while conducting the

research. The reason for doing this is that it may create a systematic bias.

8. SELECTION OF PROPER SAMPLE SIZE: A sample design is a definite plan forobtaining a result from the given population. In this project the sample size is of 100.

9. ORGANISING THE FIELD WORK: Fieldwork is done in this project individuallywith no biasness. The field work comprises of filling of questionnaire by different

sector individuals.


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10. EXECUTION OF THE PROJECT: Proper execution of the project is important.

Steps should be taken to ensure that the survey is under statistical control so that the

collected information is in accordance with the pre-defined standard of accuracy.

11. SUMMARY AND ANALYSIS OF DATA: Once the data is collected the next task

is to analyze it. The raw data should be classified into some purposeful usable

categories. For example: tabulation, coding, etc.

Analysis work, after tabulation, is generally based on the computation of

various percentages, coefficients, etc. by applying various well defined statistical

formulae. Here in this report it is found that the investment pattern of people inprivate insurance companies is not satisfactory.

12. INFORMATION GATHERED FOR FUTURE SURVEY: The information

gathered for further survey is summarized as under:

Very less number of Dealers is interested to invest in Icon Paints in comparison toBerger Paints Company.

Very less number of dealers, in Hyderabad city, knows about Icon Paints and itsworking style and schemes and rewards.

Maximum number of dealer expect low risk with high profits while investing inany paint related product.

13. PREPARATION OF THE REPORT: Final report is prepared according to the

work done. Following points must be kept in mind in this regard:

The layout Report should be concise and simple. Proper graphs and charts must be used for the explanation. Limitations in the report should be clearly mentioned.


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LIMITATIONS

The respondents of the questionnaire are very busty and could not afford more time toanswer. The average time to response was 5-6 minutes only.\

A limited sample size of 100 customers was considered because of time constraint. Anassumption is made that the sample represents the whole population. It will not carry the

total reflection of the copier market. Total sample size is comparatively less to represent

the entire population.

A time period of only 45 days was allowed for the completion of this product. Soconsidering all the consumers for the study was not possible.

The data was of primary nature. So the degree biases were relatively high as the samplewas randomly selected.

Study restricted to geographical territory of Hyderabad city only.


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INTRODUCTION TO PORTFOLIO MANAGEMENT

Perception:

The Meaning of Perception:

According to Stephen P.Robbins defines perception as a process by which individuals

organiese and interpret their sensory impressions in order to given meaning to their

environment

Perceptions vary from person to person. Different people perceive different things

about the same situation. But more than that, we assign different meanings to what we

perceive. And the meanings might change for a certain person. One might change one's

perspective or simply make things mean something else.

A. This is a famous picture. What does it look like to you?


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Some people see a young lady looking away. Others see an old lady looking down.

Depending on how you look at it, part of the picture might be the young woman's nose and

eyelash, or it might be a wart on the old woman's nose.

What is the young woman's ear might be the old woman's eye. What is the young

woman's necklace might be the old woman's mouth. The picture hasn't really changed. You

just emphasize different parts of it and assign them different meaning.

B. Look at these two arrows. Which horizontal line is the longest?

They are exactly the same size. However the top one looks longer than the bottom one. It is

on optical illusion tricking us into assigning a different meaning to what we see.

Two types of consciousness are considerable regarding perception: phenomenal (any

occurrence that is observable and physical) and psychological. The difference everybody can

demonstrate to him- or herself is by the simple opening and closing of his or her eyes:

phenomenal consciousness is thought, on average, to be predominately absent without sight.

Through the full or rich sensations present in sight, nothing by comparison is present

while the eyes are closed. Using this precept, it is understood that, in the vast majority of

cases, logical solutions are reached through simple human sensation. The analogy of Plato's

Cave was coined to express these ideas

Perception and Reality:

In the case of visual perception, some people can actually see the percept shift in their

eye. Others, who are not picture thinkers, may not necessarily perceive the 'shape-shifting' as

their world changes. The 'simplistic' nature has been shown by experiment: an ambiguous

image has multiple interpretations on the perceptual level.
http://en.wikipedia.org/wiki/Picture_thinkinghttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Ambiguous_imagehttp://en.wikipedia.org/wiki/Picture_thinking


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The question, "Is the glass half empty or half full?" serves to demonstrate the way an

object can be perceived in different ways.

Just as one object can give rise to multiple percepts, so an object may fail to give rise

to any percept at all: if the percept has no grounding in a person's experience, the person may

literally not perceive it.

The processes of perception routinely alter what humans see. When people view

something with a preconceived concept about it, they tend to take those concepts and see

them whether or not they are there.

This problem stems from the fact that humans are unable to understand new

information, without the inherent bias of their previous knowledge.

A persons knowledge creates his or her reality as much as the truth, because the

human mind can only contemplate that to which it has been exposed. When objects are

viewed without understanding, the mind will try to reach for something that it already

recognizes, in order to process what it is viewing.

That which most closely relates to the unfamiliar from our past experiences, makes

up what we see when we look at things that we dont comprehend.

Businesses shape the perceptions of the public in order to get the desired behavior and

purchase patterns from consumers. The best medium for businesses to affect the perceptions

of the public is through marketing.

To get people to buy products, marketers must create a need and manage the

perception of the public so that they feel the product will fulfill that need.

This is not the same thing as manipulation, where businesses create something people

don't need, and marketers convince them that they do need it.

Good perception management is to the benefit of the consumer, as it fulfills more of

their needs, and to the benefit of the business, as it increases their revenue.

The decision making process in relation to the future is an element of business that

has a great effect on the company's future. If the company is too risky, this leads to

underperformance, and a missed opportunity.
http://en.wikipedia.org/wiki/Is_the_glass_half_empty_or_half_full%3Fhttp://en.wikipedia.org/wiki/Concepthttp://en.wikipedia.org/wiki/Conceptshttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Realityhttp://en.wikipedia.org/wiki/Truthhttp://en.wikipedia.org/wiki/Human_mindhttp://en.wikipedia.org/wiki/Understandinghttp://en.wikipedia.org/wiki/Understandinghttp://en.wikipedia.org/wiki/Human_mindhttp://en.wikipedia.org/wiki/Truthhttp://en.wikipedia.org/wiki/Realityhttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Conceptshttp://en.wikipedia.org/wiki/Concepthttp://en.wikipedia.org/wiki/Is_the_glass_half_empty_or_half_full%3F


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If the company takes too many risks, it is likely that there will be a large amount of

losses. Ultimately if this amount of risk taking leads the perception of the company to exceed

the boundaries of logic and fact, the companies will most likely fail based on their poor

perception

Customer Loyalty Concepts:

Reviewing research, it becomes obvious that the notion of customer loyalty is blurred.

At its core, customer loyalty deals with relationships between suppliers and their customers

and can be distinguished from other loyalty aspects, such as brand loyalty, which refer to a

more abstract attachment, such as that towards a brand. Within German customer loyalty

literature, the notion of customer loyalty is even more faceted, encompasses both customer

loyalty and customer retention distinguishes an active, supplier-focused component and a

passive, customer focused component of customer loyalty.

In the supplier-focused perspective, customer loyalty is seen as a bundle of measures

that aim at improving relationships with customers. The supplier is in the center of attention

and the customer is only regarded as the factor at which success of customer loyalty becomes

manifest. Here it becomes clear that this approach contains a conceptual deficit. It is the

customer who eventually decides on whether customer loyalty management is successful or

not, because all activities undertaken by a supplier can only be geared at influencing

customers to be loyal. A customer-focused perspective therefore has to be added to evaluate

the success of customer loyalty management.

Within the customer-focused perspective, customer loyalty is conceptualized taking

into account customers complex characteristics. These can either be approached as

customers directly observable actions and/or take into account their attitudes and intentions.

Since customers actions are directly influenced by their attitudes and intentions, it is obvious

that these have to be scrutinized to understand and manage loyalty. A third perspective is a


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synthesis of the former two approaches. The relationship-focused perspective directly

examines the relationship between suppliers and customers. Accordingly, the objects of study

in this perspective usually are buying behavior in retail contexts and long-term relationships

marked by frequent interaction between suppliers and buyers in industrial contexts.

It is clear that the supplier-focused perspective with its instrumental approach is

significantly different from the other two approaches. Distinguishing the customer- and the

relationship-focused perspective, however, is difficult, because both focus on the customer.

Behaviorist customer loyalty concepts

Behaviorist concepts of customer loyalty have been at the core of early marketing

research and focus on customers observable behavior, as e.g. in purchasing behavior.

Accordingly, customer loyalty is established, when customers demonstrate consistency in

their choice of supplier or brand. Hard-core loyalty, when one product alternative is

exclusively repurchased and of reinforcing loyalty, when customers switch among brands

but repeat-purchase one or more alternatives to a significant extent. Similarly, customer

loyalty as the proportion of times a purchaser chooses the same product or service in a

specific category compared to the total number of purchases made by the purchaser in that

category. Pegging customer loyalty to purchasing behavior, however, is very critical, there

can be a multitude of factors affecting purchasing behavior, such as product availability or

special deals, which are not grasped by looking at purchases alone. A main deficit of thebehavioristic approach thus is that it does not look at the drivers behind purchasing behavior.

Another disadvantage of behavioristic customer loyalty concepts is their ex-post

approach. When loyalty is only expressed through purchases, information on customers

actual loyalty status in between purchases is not available. Consequently, decreasing loyalty

is only recognized after it manifests itself through changed purchasing behavior. Only in

relationships with frequent interaction can a supplier integrate further aspects, such as

complaints, into customer loyalty management. The reason, why behavioristic concepts may


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still be valuable, is because the measurement of customer loyalty in this approach does not

necessitate involvement by the customer. The assessment of attitudes and intentions would

always imply customers cooperation through participation in surveys. By simply recording

purchases, e.g. through delivery records in the industrial context or customer cards in a

consumer context; the assessment of customer loyalty poses little difficulty. Particularly in

areas, where most purchases can be easily ascribed to individual customers, as is the case

with mail-ordering or book-stores on the internet, the behavioristic approach is useful for

identifying different customer groups and their characteristics. Such firms, however, can only

assess purchases of their own products, while purchases of competing products go unnoticed.

Firms can therefore neither draw conclusions about relative changes of purchasing behaviors,

nor evaluate their comparative market position.

Neo-behaviorist customer loyalty concepts

These narrow technical definitions do not adequately capture the richness and depth

of the loyalty construct implicit in a relational framework. Consequently, neo-behavioristic

customer loyalty concepts start at the shortcomings of the behavioristic approach by

examining the causes of loyalty. As early as 1969, Day concluded that loya lty should be

evaluated with both attitudinal and behavioral criteria otherwise accidental repeat -purchases,

merely resulting from situational exigencies, would be regarded as indicators of loyalty.

There is no agreement, however, on the question, whether attitudes are part of customer

loyalty or merely an antecedent of it. Some authors propose that only positive attitude can

lead to true customer loyalty. If attitude then is a necessary prerequisite of customer loyalty,

some drivers of loyalty cannot be explained. Transaction cost theory, for instance, provides

the concept of asset specificity. Relationship-specific investments create economic switching

barriers and therefore increase customer loyalty. However, the mere repeat purchase of goods

or services for reasons of economic constraints would not qualify as loyalty, as positive

attitudes are not involved. In order to avoid the outlined problem, it is useful to abstain from

defining positive attitude to be a necessary antecedent of loyalty. Instead, researchers usually


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consider intentions and observable behavior to be the constituting elements of customer

loyalty.

Determinants of Customer Loyalty:

In order to be able to gear marketing activities towards the creation of customer

loyalty, its determinants and their precise effects have to be known. Accordingly, many

researchers have investigated this topic. In order to gain an overview of the determinants

identified in these works, they can be structured in three dimensions:

(1) Company-related determinants refer to the supplier itself or to the goods or services

offered. It is a prerequisite for the existence of customer loyalty that the offered goods or

services create utility for the customer and that they are available. In this respect, an

assessment is usually performed by examining quality. In order to evaluate the price-

performance ratio, customers will pay attention to prices. Customer loyalty will also be

influenced by the reputation a company has and ultimately by customer loyalty programs

offered.

(2) Relationship-related determinants play a significant role in long-term relationships.

Factors regarding the interaction between supplier and customer, such as relationship quality,

previous experiences, and trust are important. Commitment, which provides evidence of

emotional closeness and moral or normative feelings of obligation, takes a central role inrelationships. Specificity and dependence can lead to economic, psychological and social

switching barriers.

(3) Customer-related determinants are mainly influenced by customers characteristics. In

this respect, affect and involvement, and consequently also the importance of the good or

service to the customer, are important. In addition to the above delineated areas, the effects of


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the market environment and competition are researched, as is the link between satisfaction

and loyalty, which plays an important role in the research of customer loyalty and is often

placed in one of the three dimensions. However, as most other determinants influence

satisfaction, it cannot be clearly separated and should therefore be listed as a distinct category


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PAINT INDUSTRY

INTRODUCTION:

Industry origin and growth:-The earliest paint factory in India dates back to 1902, when Shalimar Paints, Colour &

Varnish Company, A Pinchin Johnson unit, was established at Calcutta. Growing

industrialization, expansion of the railways and introduction of electric power a couple of

years earlier had all kept business confidence soaring high. However, this did not provide a

ready and expanding market for the nascent paint industry then. Imports from Britain

continued to swarm the market and raw materials were not easy to come by. The industry stillconsisting of one lone unit went through a rather prolonged period of infancy, till the World

War II brought in dramatic opportunities. With the stoppage of imports owing to war

conditions, the domestic market at last became almost the exclusive reserve of the domestic

industry. European manufacturers, hitherto exporting to India, readily saw the advantages of

setting up manufacturing facilities here. The period between the wars thus saw the greatest

ever influx of foreign paint companies into India- Goodlass Wall (1918), Elphant Oil Mills

(1917) in Bombay, and British Paints, Jenson & Nicholson and Macfarlances in Calcutta.

Macfarlanes was brought over by the Poddars and became a completely Indian company,

while the other three: Shalimar Paints (Pinchin Johnson), British Paints and Jenson Nicholson

continued as British operated units.

While talking about the post independent development of the Paint industry in India,

mention must be made of Asian Paints, a completely Indian unit which started on a very

small scale, grew so big and so beyond recognition over the years that it is today not only the

largest unit in India but way ahead of the second largest, Kansai (Goodlass) Nerolac Paints

Ltd., formerly a unit of Goodlass Wall (UK).

Besides Asian Paints, numerous factories, wholly Indian in ownership and with rare

exceptions in technology as well were set up in Calcutta, Kanpur and Bombay. The British

units, though a few in number, were technically strong and financially sound and, with the

active support and patronage of the Government, controlled a vastly higher share of the

market. The post independence period witnessed a steady growth in the paint industry. From


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a mere Rs.200 million turnover in 1950, the paint industry crossed the Rs.14000 million mark

in 1990-91.

But even in this period, paints were considered a luxury item. Only people with high incomes

were expected to decorate their houses with the use of paints. Paints, as a protective element,

were totally unheard of. The industrial segment, which was traditionally a low user of paints,

vis--vis its counterparts in the decorative segment, too contributed to this notion. In line with

this misconceived notion, the government drastically increased duties on paints in the early

nineties with an aim to bolster exchequer revenues. The result was obvious. This inevitably

brought about a downturn in the fortunes of the industry. The products, which are highly

price elastic, saw a negative growth rate of 20 % in 1991-92. The next year was also not

good, registering a growth of only 2%, bringing it back to the 1990-91 level, thus

corroborating the fact that the industry needed lower excise levels to grow. The industrial

slowdown during that periodalso did not help matters. In line with the liberalized policies and

the realization that paints are not necessarily a luxury item, duties were progressively reduced

from 1993-94.

This squared growth as most companies passed on duty reductions. Further, the entry of

world majors in the automobile and white goods market in India since 1993 helped the

market to expand. Demand for auto paints shot up suddenly. Form a modest 8% growth rate

in 1993-94, paint demand touched 12% in 1995-96.

Rapid industrialization and improvements in the infrastructure such as transport, energy and

communication during the last decade gave a further fillip to the growth of the paint industry.

Aided by Governments liberal policy of technology import, the automotive and consumer

durable segments expanded phenomenally, with a flurry of foreign collaboration. Increased

demand for decorative, protective and functional coatings was a natural fall out, which

brought, in its stride, a host of indigenous developments as well as the injection of new

technology.

History:-

Paint has been used by mankind since its origin. The evidence can be found in the

cave paintings. The Chinese are considered to be the pioneers of manufacturing paints


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thousands of years ago. In modern times paint is made artificially and is used in many

different ways. There are three basic things required to make paint. You need a Pigment to

get the exact color you wantBinder to hold the paint together Thinner so that it can be

applied easily.

Types of Paints there are different types of paints available today. Till the 19th century the

word paint was used to describe oil-bound types only. The paints bound with glue were called

distemper. For farmhouses and cottages an alternative was found and was called lime wash or

color wash.

Different things need different paints. The interior of the house is painted by different type of

paint than the exterior of the house. Automobiles use different type of paint. The industrial

paint is different than marine paint. Now colors are made by using different ingredients for

specific surfaces.

For example enamel paint, when dries it becomes especially hard and usually has glossy

finish. The term enamel paint today means hard surfaced paint and usually it is used in

reference to paint floor coatings of a gloss finish or spray paints. It can be used for concrete,

stairs, porches and patios. Fast dry enamel is ideal for refrigerators, counters and other

industrial finishes. High-temp enamel may be used for engines, brakes and exhaust. Enamelis also used on wood to make it water resistant.

The Indian Paint IndustryIn India, Indian Paint industrys total market size is US$1400

million. The organized sector of the industry is 55%. The 45% unorganized sector has about

2500 units. The big players and their market share-value of the organized sector are

Asian Paints 37% Goodlass Nerolac 15.9% Berger Paints 13.8% ICI 11% Jenson &

Nicholson 5.7% Shalimar 4% Others 12%The market segment is divided into two sectors.

Architectural 70% Industrial 30%The total volume of the market is 600,000 MT.

INDUSTRY ANALYSIS

The Indian Paint industry has a size of about US $2 billion. Surprisingly, the industry has no

public sector manufacturing unit and complete ownership is vested in the hands of the private

sector. This may be indicative of the fact that in the past, the government perceived paints to


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be a luxury product as mentioned before and taxed the industry heavily, thereby relegating

this industry to a non-core status.

The classification of the paints industry can be made either product-wise or sector-wise. In

the sector-wise segmentation, this industry can be classified into the organized and

unorganized sectors. The sectoral share is shown in the following pie chart:

FIGURE 3.1

The Organized sector is dominated by six large players and in the unorganized sector there

are about 2500 units manufacturing various categories of paints. The total volume of the

market is about 717,000 MT and the industry is growing at 14% approximately. It can be

seen from the graph that though the organized sector controls 70% of the market, the

unorganized sector with 30% of the market share is still a force to reckon with.

The organized sector can itself be divided into two distinct segments (Product wise):

Industrial segment which is growing at 15% approximately and the Decorative segment

which is growing at 8% approximately. As shown in the graph on the next page, most of the

sales are accounted for primarily by the decorative segment

Sectoral Size of Paint Industr y (in $billion)

0.6, 30%

1.4, 70%

Organized

sector

Unorganized

sector


31/65

FIGURE 3.2

In contrast to global trends, wherein industrial paints with a share of nearly 60 per cent take

prime importance, the domestic industry is dominated by decorative paints with an imposing

share of nearly 70 per cent of the paints market. A major portion of demand for decorative

paints is from fresh coats on existing wall finishes. Thus, the fortune of this segment is

closely linked to the construction activity in the country.

DECORATIVE SEGMENT:

The Decorative paints cater to the housing sector. Premium decorative paints are acrylic

emulsions used mostly in the metros. The medium range consists of enamels, popular in

smaller cities and towns. Distempers are economy products demanded in the sub-urban and

rural markets. The distribution network is the key for the success of this segment. Brand

image and the range of products is the other basis for competition. These features also act as

entry barriers in the decorative segment.

As sophisticated technology is not a prime requisite for manufacturing decorative paints, the

industry is flooded with a number of small players catering to the lower-end of the market by

supplying low value unbranded products in small quantities. In this segment both the

organized and the unorganized sectors have a share of nearly 50 per cent each.

Distribution of Sale

30%

70%

Industrial

segmannt

Decorative

segment


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Within the Decorative segment the composition of the paints can be seen in the graph on the

next page

FIGURE 3.3

This graph shows that nearly three fourths all decorative paints sold in India are either

Enamels or Distemper. Among paint majors, Asian Paints produces all types of paints

excepting cement paints. Berger Paints, ICI and Jenson & Nicholson (J&N) manufacture

synthetic enamels and emulsions while Goodlass Nerolac (currently known as Kansai

Nerolac) makes synthetic enamels. In the organized sector, Snowcem (India) specializes in

cement paints. One of the notable features of this industry is that each major player has a

specialty product in its portfolio of decorative paints.

Currently, Enamels are showing a steady growth but there is a gradual shift from Enamels

and Distempers to Emulsions. So Emulsions is also a high growth area. There is a high

growth in low priced low quality Distempers also as consumers are upgrading from lime

wash. Moreover, Exterior Emulsion is the fastest growing segment in the Indian paint market.

50%

19%

17%

12%2%

Enamels

Distemper

Emulsions

Exter ior Coatings

Wood Finishes


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INDUSTRIAL SEGMEENT:

In terms of volume, though the industrial paints segment has made significant gains, it stilltrails behind decorative paints. As against the Decorative segment, the share of the

unorganized sector in industrial paints is limited to roughly 35 per cent. This is because

technology is the overriding factor in this segment and industrial paints require constant

upgradation and servicing. In contrast to the decorative paint business, tapping the industrial

paint segment is not by brand-building or establishing a distribution network but through

getting the right foreign partner (for technology) and captive customers.

While decorative paint manufacturers need to offer variety and have a wide reach to stay

ahead of competition, industrial paint producers need to be competitive in terms of

technology and service.

Industrial paints comprise automotive paints, high performance coating, marine paints,

powder coatings and coil coatings. Goodlass Nerolac is the market leader in this segment.

The user industries are automobiles, engineering and consumer durables. The industrial

coating segment in India has grown by 15% over the year and companies like Asian Paintshave registered a growth of 48% for the same period.

Automotive paints constitute a large share of industrial paints market which requires high

quality standards, supplier reliability and ability to offer complete coating systems. They are

used for giving high quality finish to automobiles. High performance coatings are applied in

plants for fertilizers, petrochemicals and offshore oil and atomic energy installations where

anticorrosion is very important. Powder coatings (water-based) are free of solvent and are

used in consumer goods like washing machines, refrigerators etc. Marine paints are used for

painting ships and vessels to make them water resistant and corrosion free.

Within the industrial segment, the composition of the major paints is shown in the following

graph.


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FIGURE 3.4

Half of the Industrial paints produced in the country are Automotive paints and close to one

third is the high Performance Coating. Automotive sector is a high growth sector with a

number of new entrants like Mercedes Benz, Mitsubishi, Daewoo, Hyundai, Honda, and Fiat.

However, recently there is some slackness in Auto demand. Two wheeler markets are

booming due to demand from large India middle class. In the Powder Coatings sector, there

is high growth due to increase in sales of white goods and auto ancillaries. Similarly, in the

High Performance Coating sector, there is a steady growth due to higher investments in

Refinery Segment and power sector, especially Thermal and Nuclear.

Industry Present & Future Trends:

The Indian paint and coatings industry is riding high on the growth in the Indian automobile

industry, new construction in the housing segment and improving infrastructure throughout

the country. Thirty percent of the paint business is comprised of new construction projects.

GDP growth projections of six to 6.5% in the current year mean a growth of nine to ten

percent in Indian paint business. The growth will be 12-13% in the industrial segment and

eight to nine percent for decorative paint. The Indian automobile industry has been

50%

30%

10%

5%5%

Automotive Paints

High Performnace

Coating

Pow der Coating

Coil Coating

Marine Paints


35/65

performing remarkably well and will benefit the market leader in the segment, Goodlass

Nerolac.

As for the future, the industry has predicted a CAGR of eight to nine percent for the next five

years compared to last years growth levels of 27.4% for cars and 8.9% for two wheelers. The

Indian housing industry is likely to do well in the current year as well, recording a growth

rate of 35% last year.

As a result of the overall health of Indias economy, it is safe to predict a nine to ten

percent growth rate for the Indian paint industry in the next five years.

Consumers can look forward to new product launches, some for application in special areas.

Companies will be increasing the value added services available to customers by offering a

variety of finishes through specialized and trained applicators. There will be more options

like ranges of colors/finishes for wood applications through the tinting machines.

Additionally, the trend towards water-based coatings is likely to set in both for industrial and

decorative applications.

While India has not yet embraced the DIY concept as cheap labor is still available,exclusive retail chain stores sponsored and run by Indian paint companies will become a

reality.

The Indian paint industry has progressed well and moving ahead is likely to be

influenced by several factors including new technologies, new innovative products, new

associations, consolidation of industry and poor performers getting out of the market.

Ultimately, in the years ahead there will be only four or five key players operating in

the Indian paint market.


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Major firms in an industry :-

The Indian Paint Industry:

In India, Indian Paint industrys total market size is US$1400 million. The organized sector

of the industry is 55%. The 45% unorganized sector has about 2500 units. The big players

and their market share-value of the organized sector are

Asian Paints 37%

Goodlass Nerolac 15.9%

Berger Paints 13.8%

ICI 11%

Jenson & Nicholson 5.7%

Shalimar 4%

Others 12%

The market segment is divided into two sectors:

Architectural 70%

Industrial 30%

The total volume of the market is 600,000 MT.


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COMPANY PROFILE

ICON PAINTS manufacturers offers painting services for all your interiors and exteriors for

your office and home. We come to you with the color psychology that suits your mood. We

offer professional services from selecting ranges of shades and be with you assisting through

the painting. We give one year of warranty assuring the service quality. Please give details at

our email address, our sales associate contact you by prior appointment for an enduring

radiance

Our Customers:

We manufacture, distribute and market decorative and protective surface coatings to 'Do it

Yourself' customers and professional painters, as well as stockists, hardware chains and

retailers

Where we are Heading:

At Icon Paints our vision is summarised in a broad statement of what we want to achieve as a

business. It helps to guide what we do and helps us work together with a common purpose.

Our Strategic Intent (or Vision)

"Making a good business great"

- Great businesses- Never injure anyone ever- Delight their customers- Deliver their promises- Have the best people- Are good corporate citizens- Are professional in everything they do
http://www.iconpaints.in/contactus.htmhttp://www.iconpaints.in/contactus.htm


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Our Mission Statement:

Orica consumer products will be the preferred partner in the supply of branded coating

systems, services and hardware products for use in construction and home improvement,

through innovation and a profound understanding of our customers and consumers.

Our Values:

Ensure all our activities ultimately add value to shareholder returns Achieve outstanding levels of customer satisfaction Be a world competitive & innovative company Develop our technology to secure and expand our market position Appoint leaders who create an environment which encourages our people to perform

to their potential

Operate to the highest standards of ethical behaviour and honesty and with full regardto the safety and health of employees, customers and the environment

Ensure cooperation and teamwork across the company for the benefit of thecorporation as a whole

Build a relationship of mutual cooperation and teamwork with our customers andsuppliers, for mutual benefit

Health & Safety Practices:

"No injuries to anyone, ever" is our safety vision statement. We are committed to providingsafe workplaces and knowledgeable employees. From the time you enter reception at any

Icon site you are aware of the company concern with safety.

Many areas may not be entered without safety glasses, safety shoes, protective clothing

and/or hard hats. Other visible signs of safety concern are first aid and emergency equipment

strategically located around the site. These include fire extinguishers, fire alarm buttons, first

aid boxes, eyewash bottles and emergency eyewash stations and safety showers ( for

emergency use only), to wash major spillage's of chemicals resins and solvents off the body.


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Acrylic Paints:

Icon Paints development of environmental-friendly water-based paints as a replacement for

many solvent-based paints. Icon Paints is now the largest manufacturer of water-based paints.

The benefit to the environment is obvious. When solvent-based paint dries, a large quantity of

solvent evaporates into the atmosphere, contributing to air pollution levels. On the other

hand, water-based paint emits mainly harmless water vapor into the air.

Icon Paints will continue to introduce the latest developments in environmental friendly

paint.

Waste Management:

Correct waste disposal is an essential and important part of safe working practice. Every

endeavor is made to minimize the quality of waste generation and hence reduce the

associated problem of waste disposal.

A thorough and environmental friendly strategy for dealing with chemical waste has been in

operation for a number of years. In general the following options are available:-

1. Recycle within company operations, e.g. reclaiming solvent through Waste Plant orBrighton still.

2. Attempt to rework or convert to a safer material for disposal3. Off-site disposal by Approved Licensed waste contractors for incineration on land or

approved land fill areas

Transportation with Safety:

The safe transportation of Icon products from plants to wholesale and retail outlets and then

by consumers has long been one of the company's high priorities.

In recent years, Government Dangerous Goods regulations have meant even safer

transportation of domestic and industrial paints and other liquids, especially those which are


40/65

flammable. For instance, the possibility of spillage and its environmental impact has been

decreased by improving the design of paint drums so they can survive a 1.5 metre fall from

the back of a truck without spilling.

When leaving our factories, Icon products are usually packed in shrink-wrapped palletised

cartons and delivered on enclosed vehicles, further minimising the potential for spills.

Range of Products:

The new advanced formula for Icon Wash and Wear 101 Advanced contains AquaSmart

technology, that repels stains before they sink in. This makes 101 Advanced 'more washable'

and 'more stain resistant', so walls are easier than ever before to clean.

Icon Paints offers an extensive range of products to meet your needs. Select from the

following categories to find out more:
http://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/roof_coatings.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/textures.htmhttp://www.iconpaints.in/interior_paints.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/interior_paints.htm


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All paints are available through most leading paint and hardware retailers, and

independents.

My Colour:

Icon Paints is continuing to lead the way in colour visualization software with the release o

Icon My Colour the software to include a Mask less colour visualizer, meaning the

program instantly recognises the difference between a wall and a picture on that wall and

paints around it.

There is also a masking function on the program that allows sections of the same area to be

painted in different colours if desired.

This easy-to-use decorating tool allows consumers to upload an image of an existing room,

and see how different colours will look with the click of the mouse.

MyColour also takes into account light and shade that naturally occurs in any room by

shading the painted area according to how the light falls. The result is a more true to life

representation of how a colour will look in situ.

This colour visualiser also gives users the opportunity to see how a change in colour can

work with existing furnishings.

With updated Icon Colours and the inclusion of the new Exterior Colour and Texture range,

consumers can now see how their outdoor spaces can be transformed.

MyColour has a brand new contemporary look and feel, with an easy to use functionality,

that will help position Icon as colour leaders.

Available on CD rom or live over the Internet, MyColour makes choosing colour both easy

and fun, all in the comfort of your own home.


42/65

Products:

RICH - Super Acrylic Emulsion Paint:

ICON RICH is an acrylic emulsion paint specially formulated for interior and exteriorwalls. It is extremely durable against harsh weather and adheres well to all types of wall

surfaces. Now ICON RICH breakthrough formula provides even tougher resistance against

dirt, fungus, flaking and alkali.

ZAAP- Emulsion Paint:

ICON ZAAP is an acrylic emulsion paint specially formulated for interior and exterior

walls. It is extremely durable against harsh weather and adheres well to all types of wall

surfaces. Now ION ZAAP breakthrough formula provides even tougher resistance against

dirt, fungus, flaking and alkali.

Rain Guard with DUROXANE:

Rain Guard as a cost effective but efficient water repellant for Masonry structures. It is used

as a top coating surface treatment in all buildings to impart water repellency and reduce

water absorption. Rain Guard can be applied over all paints including cement paints,

distemper, acrylic paints etc., It can be used on all Masonary substrates, Bricks, Sandstone

and Limestone.

Acrylic Wall Putty

Icon Paints Wall Putty is a hign quality Acrylic based putty with Enzyme action suitable for

interior and exterior uses. It is a premium quality putty, particular used in constructions and

projects where smoothness and fine finish are required. Icon Paints Wall Putty is

recommended to be used for new and old surfaces , suitable for fillinf cracks , Joints,

Leveling up uneven rough surfaces such as on concrete, cement walls, ceiling, asbestors

boards, brick structures , GYP boards, wooden furniture and doors.
http://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/acrylic_paint.htmhttp://www.iconpaints.in/zaap.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/wallputty.htmhttp://www.iconpaints.in/duroxane.htmhttp://www.iconpaints.in/zaap.htmhttp://www.iconpaints.in/acrylic_paint.htm


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DEALER PERCEPTION AN ANALYSIS

Questionnaire:

1) Are you dealer or sub dealer of any Paint Company in Hyderabad?

a) Yes

b) No

Yes No

Dealer Responses 70 30

0

10

20

30

40

50

60

70

Dealer Responses

Yes

No


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2) If Yes then which Paint Company you have dealership?

a) Icon Paintsb) Asian Paintc) Berger Paintsd) ICI Paintse) Others

Companies No. of Responses

Icon Paints 20

Asian Paint 40

Berger Paints 30

ICI Paints 5

Others. 5

0

5

10

15

20

25

30

35

40

No.of Responses

Icon Paints

Asian Paint

Berger Paints

ICI Paints

Others.


46/65

3) Which Facility of this Paint Company attracts you for dealership?a) Company Brand Name b) Company Market Profitability

c) Sales Team Service d) Better Supply of Goods

e) Customer Satisfaction f) Better Financial Transaction

g) Better Financial Transaction h) Others

Company Brand Name 25

Company Market Profitability 20

Sales Team Service 10

Better Supply of Goods 05

Customer Satisfaction 7

Better Financial Transaction 5

Better Financial Transaction 2

Others 1

0

10

20

30

Company

Brand Name

Better Supply

of Goods

Better

Financial

Transaction


47/65

4) Today which brand of Paint Company most of the customer preferred?a) Icon Paint

b) Asian Paintc) Berger Paintd) ICI Painte) Others

Company No. of Responses

Icon Paints 15

Asian Paint 20

Berger Paints 05

ICI Paints 15

Others. 20

0

5

10

15

20

No.of Responses

Icon Paints

Asian Paint

Berger PaintsICI Paints

Others.


48/65

5) Which Paint Company has more market share in comparison to other Paint Company?

a) Icon Paints

b) Asian Paint

c) Berger Paints

d) ICI Paints

e) Others.

Company No.of Responses

Icon Paints 20

Asian Paint 10

Berger Paints 12

ICI Paints 18

Others. 20

0

10

20

30

40

50

60

70

80

90

No.of Responses 3rd Qtr

Icon Paints

Asian Paint

Berger Paints

ICI Paints

Others.


49/65

6) Is Your Companies provide better Scheme and Reward on completion of Target?

a) Yes

b) No

Yes No


0

5

10

15

20

25

30

35

40

45

Yes No

Dealer Responses


50/65

7) Is your Company provides all types of categories of Paint to the customer?

a) Distemper b) Exterior Emulsions

c) Interior Emulsions d) Putty

e) Interior & Exterior Primer f) Plastic Paint

g) Wall Paint h) Others

Distemper 12

Exterior Emulsions 15

Interior Emulsions 03

Putty 22

Interior & Exterior Primer 18

Plastic Paint 14

Wall Paint 16

Others 12

0

5

10

15

20

25 Distemper

Exterior Emulsions

Interior Emulsions

Putty

Interior & Exterior

Primer

Plastic Paint


51/65

8) Is your Company provides Paint on fewer prices to Customer in the comparison to other Paints?

a) Yes

b) No

Yes No


0

10

20

30

40

50

Dealer Responses

Yes No


52/65

9) Are you satisfied from the dealership of this Paint Company?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


53/65

10) Is the Financial Transaction & delivery of goods of this Paint Company are give full satisfaction

to you?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


54/65

11) If you have a chance to change the dealership of this Company then which Paint Company you

prefer and why?

Yes No


0

10

20

30

40

50

Yes No

Dealer Responses


55/65

12) Do you know about the Icon Paint?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


56/65

13) Do you know that Icon Paint is the second largest market share company in India?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


57/65

14) Do you know that Icon Paint give their dealer better scheme and reward in comparison to other

paint company in the form of Foreign and India tour?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

70

Yes No

Dealer Responses


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15) Do you know that Icon Paint deal all categories of Interior & Exterior Emulsion, Putty,

Distemper, Paints?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


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16) Do you know that today most of the Customer prefer Icon Paints due to big Brand Name & big

Brand Ambassador?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


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17) Do you know that Icon offer less price against the better quality of paint to the Customer?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

70

Yes No

Dealer Responses


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18) Do you know that Icon Paint is the Subsidiary Company of Kansai Paint Japan which is one

of the top ten Paint Companies in the world?

a) Yes

b) No

Yes No


0

5

10

15

20

25

30

35

40

45

Yes No

Dealer Responses


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19) Do you know that goodwill and fame of Icon Paint is very much high then other Paint Company?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

70

Yes No

Dealer Responses


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20) Do you know that Icon paint is the market leader of various types of Coating, & its quality, value

and service?

a) Yes

b) No

Yes No


0

10

20

30

40

50

60

Yes No

Dealer Responses


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21) If you are going to start the dealership with Icon paint which types of facility you

want from the Company?

a) Market Profitability b) Supply of Good

c) Better Sales team service d) Better Creditability System

e) Regular Scheme & Reward f) Others.

Market Profitability 45

Supply of Good 22

Better Sales team service 30

Better Creditability System 15

Regular Scheme & Reward 14

Others 15

0

5

10

15

20

25

30

35

40

45 Market Profitability

Supply of Good

Better Sales team service

Better Creditability System

Regular Scheme & Reward

Others


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Icon Paints

Documents

Transcript of Icon Paints