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1. INDUSTRY PROFILE
The Indian paint industry has come a long way from the days when the paints are considered a luxury item. Today the awareness level of preventing corrosion through paints is relatively high, a development that should be boost to the paint industry. Industrial segment is also the more profitable segment of the industry due to value addition in the form of specialized functions that these paints perform. This report provides in-depth information and analysis on the Rs 5,200 million industrial paint markets are split into five segments: Automotive coatings, High performance coatings, Marine paints and Powder coatings. Automotive coatings for 2 wheelers and 4 wheelers constitute nearly 50% of the market where Good lass is the leader. High performance coatings are used in plants for fertilizers, petrochemicals and offshore oil installation where anti corrosive protection is very essential and this market is shared amongst Shalimar Paints, Good lass and Berger paints. This segment accounts for nearly 16% of the industrial paint market. Powder coatings for white goods have a 10% market share of the industrial paint market. This market is shared amongst Shalimar Paints, Nerolac Paints. Marine paint accounts for 8% of the industrial paint market. Shalimar Paints Marketing strategy In Bangalore
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The Industrial segment is dominated by the organized sector due to being highly technologically oriented. The industrial paints segment has grown at a cumulative growth of more than 20% over the last 4 years owing to tremendous growth. The typical characteristics of Indian paints industry have been discuss in dept covering the typical features of the industry viz., raw material intensiveness, working capital intensiveness, seasonality of demand, price elasticity of demand and low entry barriers. The current global scenario with reference to the paint industries has been covered in the report with special focus on auto-coats market, which is the key growth rate in the international market. The current scenario prevailing in the Indian paint industry has been pictured in the detail. The share of organized and unorganized sector has been detail, discussing the impact of recent issues and trends on the industry dynamic.
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2. COMPANY PROFILE
Shalimar Paints Ltd., a company primarily incorporated by British entrepreneurs under the name Shalimar Paint Color & Varnish Company in 1902 to take over the business of 'The Shalimar Works', a company which manufactures paints, color and varnish from its factory Incorporation 16/12/1902 Corporate status Public limited company Business Paints Industry classification Paints Manufacturing facilities Howrah in West Bengal, Nasik in Maharashtra, Sikandarabad in Delhi Registered office Kolkata West Bengal Listed on BSE, NSE Shalimar Paints Marketing strategy In Bangalore
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in Bengal. It is having plants in Howrah (West Bengal), Nasik (Maharashtra) and Sikandarabad (Uttar Pradesh). UK was the holding company and it holds majority shareholding through its subsidiary International Paint Company. It became a private limited company in 1956 and later On in 1961; it was converted into a public limited company. The company acquired its present name in 1963. Courtalds slowly started disinvesting since 1978 and finally in 1989, it fully disinvested its stake and maintained only its technical and marketing collaboration with the Indian company till 1994. The stake was acquired by G Jhunjhunwalas; a Hong Kong based NRI (20%) and the Delhi-based O P Jindal group (42%). The company has three product segments - industrial, marine and architectural paint segments. It also manufactures varnishes, resins, etc. The company has two manufacturing units one at Howrah, West Bengal and the other at Nasik, Maharashtra. 90% of its raw materials are obtained from Kerala Mining and Materials (KMML). The company diversified in 1993 into aviation coatings. It also launched a premium range of wall finisher - Hussain Collections - in the decorative sector. It also entered into a technical collaboration with Salchi, Italy to manufacture solvent borne industrial paints. In 1999-2000, the company introduced two new products, MELA, an acrylic distemper and XTRA, a premium 100% acrylic exterior finish paint. Shalimar Paints Limited engages in the manufacture, marketing, sale, and export of paints, enamels, and varnishes primarily to the architectural and industrial sectors in India. The company offers a range of synthetic enamels, acrylic emulsions and distempers, synthetic enamel paints, interior wall finishes, cement paints, wood finishes, putties, primers, aluminum paints, multipurpose varnishes, wood polishes, wood preservatives and board paints, dry colors, and road marking paints. Further, it provides pigmented coatings, gold coatings, varnishes, integrated necks coatings, barrel lining lacquers, side stripe varnishes, tube coatings, crown corks, and pilfer proof closure coatings, as well as coatings for food, pesticides, and chemical product containers. Additionally, Shalimar Paints Limited offers marine paints, such as construction shop primers, under water anticorrosive and antifouling paints, boot top and top Shalimar Paints Marketing strategy In Bangalore
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a) BACKGROUND AND INCEPTION OF THE COMPANY YEAR EVENTS: 1956 -The world `Private' became a part of the Company's name from 1st April, by virtue of the operation of Section 24 of the Companies Act, 1956. 1961 -The Company became a public limited company on 27th May. 1963 -The name was changed to Shalimar Paints, Ltd., on 1st September. The Company was first large-scale unit to be established in the paint manufacturing industry in India. Since its inception, capacity and range of products were expanded. 1972 -On 28th April, 7, 20,000 shares issued as bonus in the prop. 9:4. side paints. The company was formerly known as Shalimar Paint Color & Varnish Co. Ltd. and changed its name to Shalimar Paints Limited in September 1963. Shalimar Paints Limited was incorporated in 1902 and is based in Mumbai, India. History/Heritage 1902- Shalimar Paint Color & Varnish Co. Ltd. Was incorporated in India. 1928-PinchinJohnson & Associates bought control of SPCV Ltd. & made it part of Red Hand Composition Company. 1961- The Company became a Public Limited Company on 27th May. 1963- Its name was changed to Shalimar Paints Limited on 1st September. 1964- Red Hand Composition was acquired by International Paints which became a part of Courtaulds Group, held by the Mehtas of Jardine Henderson. 1989- Sold to Jhunjhunwalas, & to the O. P. Jindal Group. They jointly manage the business. 1992-stated Nasik plant. 2003-started sikandarabad plant. Shalimar Paints Marketing strategy In Bangalore
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41,170 shares reserved for subscription in cash by whole time directors and Indian employees. 3, 70,530 shares offered at par for public subscription through a prospectus in June. 1976 -Projects & Equipment Corporation of India, Ltd., New Delhi (a Government of India enterprise) entered into a contract with Zanzibar Government to set up a project on turn-key basis for the manufacture of paints, enamels and varnish. 1982 - 4, 35,480 bonus shares issued in the prop. 3:10. 1990 -The Company acquired land at Igatpuri near Nasik in Maharashtra for the setting up of a secured plant unit with a capacity of 16,000 TPA of paints. 1992 - The Company entered into a technical collaboration agreement with Salchi s.p.a. Italy for transfer of technologies 1993 - The Company expected to achieve better performance with the commencement of production at the Nasik Unit and with greater efforts in marketing of products. During the year, the Company made inroads into the Middle-East markets and expected to receive export orders in the near future. 2002-Shalimar Paints Ltd has informed that at the 100th Annual General Meeting of the company held on December 14, 2002 Mr. A V Lodha has been appointed a Director of the company 2003-Shalimar Paints Ltd has reported that Mr. S Sarda, Vice President Finance & Company Secretary has resigned from the services of the company with effect from May 31, 2003 2005-SPL inks pact with Korean co for pre-coated metal coatings 2008-Shalimar Paints Ltd has appointed Mr. Pujit Aggarwal as an Additional Director of the Company with effect from July 25, 2008.
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MANUFATURING FACILITIES Shalimar Paints has 3 manufacturing facilities with a combined total manufacturing capacity of around 40000 tones. Howrah
The Howrah plant was the first large scale paint manufacturing plant to be set up not only in India but in entire south East Asia. It has an installed capacity of 14204 MT per year. The Company's central Research and Development laboratory is located in the Howrah Plant Nasik
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The Nasik factory was set up in 1992 in western India in Nasik on Mumbai - Agra Highway. It was designed as a state-of-the-art-plant with installed capacity of 16000 MT per year. Sikandarabad Unit
In 2003 the Company acquired the American Paints unit in Sikandarabad near Delhi, North India. The American Paints plant was set up in technical collaboration with Sherwin Williams of USA. ENVIRONMENT & SOCIAL WELFARE Environment policy: Shalimar shall comply with all applicable environmental legislation and regulations. Shalimar shall endeavor to operate all the plants and facilities in a manner to ensure a clean and healthy environment. Shalimar shall strive to achieve reduction of wastage and ensure optimize resource utilization through source reduction, recycle or reuse of waste. Shalimar shall impart training and education to all employees to work in a manner which maximizes protection of the environment. Social welfare Shalimar Paints Marketing strategy In Bangalore
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The Company runs a high School at Howrah where it imparts free education to boys and girls from Class 1 to Class X. It also organizes various cultural activities for its staff all across the country. b) NATURE OF THE BUSINESS CARRIED Shalimar paint Company which is manufacturing and distribution of paints from several years. c) VISION,MISSION AND VALUES Vision: Shalimar's vision is to become one of the leading paint manufacturing companies of the country. To become leader in product innovation and customer satisfaction. Shalimar intends to build long term value relationships with all its suppliers and customers. To be the preferred employer for staff in paint manufacturing company. Mission: The Company's mission is to maximize returns of each stakeholder in the Company be it customers, shareholders, suppliers or employees. Understanding the needs of customers and offering them superior products. Providing an enabling environment to faster growth and learning for our employees. Leveraging technology to service quickly, efficiently and conveniently. Core values: Transparent benefits. Customer delight and guiding principles. Offering customized service and product. Ensuring world class solutions and products. Shalimar Paints Marketing strategy In Bangalore
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d) PRODUCTS/SERVICES PROFILE A. EXTERIOR EMULSION: Self clean Xtra maxima exterior emulsion Xtra exterior emulsion Shaktiman exterior emulsion B. INTERIOR EMULSION: Husain premium acrylic emulsion Superlac acrylic emulsion No.1silk emulsion C. DISTEMPER: No.1 premium acrylic distemper D. ENAMEL: Superlac hi gloss enamel Superlac satin enamel Superlac luster enamel Mela enamel
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INDUSTRIAL PRODUCTS: a) PREWELD / SHOT-BLAST PRIMERS i. Blasteel EZ 3 ii. Blasteel Ziliplate iii. Blasteel EP 5 b) EPOXY PRIMERS i. Epigard 4 Zinc Rich Primer ii. Epigard Zinc Rich Primer iii. Epigard HS Zinc Rich Primer iv. Epigard 4 Zinc Phosphate Primer Grey / Red v. Epigard HB Zinc Phosphate Primer Grey / Red vi. Epigard 5 High Build Zinc Phosphate Primer Grey / Red vii. Epigard 4 Zinc Chromate Primer Yellow / Red viii. Epigard HP Off White Primer ix. Epigard HB TiO2 Primer White c) EPOXY INTERMEDIATES i. Epigard High Build MIO Brown / Grey ii. Epigard 5 High Build MIO Brown / Grey iii. Epigard HB XL MIO Brown
d) EPOXY FINISHESE i. Epigard 4 Finish ii. Shalimar Epoxy Enamel iii. Epigard TL High Build Finish iv. Epigard TL High Build 533 Finish v. Epigard XL High Build 533 Finish vi. Epigard TL 543 HS Finish vii. Epigard DT Finish viii. Epigard XL HB Finish
e) EPOXY COATING (MISCELLANEOUS) i. Epigard Trowelling Compound ii. Epigard Solventless Epoxy Coating
f) COAL TAR EPOXY i. Bipigard CTE XL Brown and Black ii. Bipigard 580 High Build CTE Black g) SURFACE TOLERANT COATINGSHS i. Epiplus 56 ii. Epiplus 75 X iii. Epiplus 556 iv. Bipigard ST CTE Black h) POLYURETHANE COATINGS i. Shalithane Finish ii. Shalithane PU Finish iii. Shalithane HS Coating iv. Shalithane HB Finish v. Epithane HB Finish i) ZINC SILICATE COATINGS i. Tuffkote Zilicate ii. Tuffkote HB Ziliplate j) CHLORINATED RUBBER COATINGS i. Chlorokote Zinc Phosphate Primer Shalimar Paints Marketing strategy In Bangalore
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Grey / Red ii. Chlorokote HB Zinc Phosphate Primer Grey / Red iii. Chlorokote HB MIO Brown / Grey iv. Chlorokote HB TiO2 Grey v. Chlorokote Finish vi. Chlorokote High Build Finish k) UNIQUE COATINGS i. Episheild ST Glass Flake Epoxy Coating ii. Epigard 543 High Build Coating iii. Tuffkote WB Acrylic Coating l) HEAT RESISTANT COATINGS i. Heat Resisting Lustrol Aluminum ii. Lustrotherm HT 400 Silicone Aluminum Paint iii. Lustrotherm HT 600 Silicone Aluminum Paint iv. Lustrotherm HT 200 Silicone Acrylic Finish v. Lustrotherm HS Silicone Aluminum vi. Heat Resisting Chimney Black vii. Heat Resisting Zinc Dust Graphite Stack Paint m) BOILER PAINT i. Rustex No.1 ii. Rustex No.3 n) CONVENTIONAL COATINGS i. Shaliprime Yellow ii. Shaliprime Universal Primer Red /grey iii. Tuffkote Red Oxide Zinc Chromate Primer iv. Tuffkote HB Zinc Phophate Primer Grey / Red v. Tuffkote HB MIO Coating Brown / Grey vi. Tuffkote Etch Primer vii. Tuffkote Chemical Resisting Enamel o) BITUMINOUS COATING i. Tuffkote Anti-Brine Aluminum ii. Tuffkote High Build Bitu Black iii. Tuffkote Drinkon Aluminum / Black iv. Heart Bituminous Black No.1 v. Tuffkote Bituminous Aluminum Paint (Two Pack)
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e) AREA OPERATION The company has wide distribution network. Shalimar paints have manufacturing facilities in each of the state and it has larger paint company in all over the India. The entire country is divided into 4 zones, each of which is headed by a Regional Business Manager. The Company has more than 54 branches and depots who service more than 6000 dealers all across the country. With its wide distribution network the Company is able to reach not only the urban market but also the rural and up-country markets. o NORTH ZONE: Jammu & Kashmir Punjab Himachal Pradesh Haryana Uttar Pradesh Rajasthan o EAST ZONE: Orissa Bihar West Bengal Assam Sikkim
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o WEST ZONE: Gujarat Madhya Pradesh Maharashtra Goa o SOUTH ZONE: Karnataka Andhra Pradesh Tamil Naidu Kerala f) OWNERSHIP PATTERN Holders Name Number of Shares % Share Holding Promoters 5901570 31.18% Foreign Promoters 5901570 31.18% General Public 3419579 18.07% Other Companies 3080827 16.28% Financial Institutions 333000 1.76% Foreign NRI 288544 1.52% Foreign Institutions 3010 0.02%
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g) COMPETITORS INFORMATION Shalimar paint is surrounded by large numbers of competitors in Asia. Shalimar paint Limited with five companies in closely related industry sector. 1) Berger paints 2) Akzonobel 3) Nerolac 4) Jenson & Nicolson 5) Asian paint
31.18% 31.18% 18.07% 16.28% 1.76% 1.52% 0.02% Promoters Foreign Promoters General Public Other Companies Financial Institutions Foreign NRI Foreign Institutions Shalimar Paints Marketing strategy In Bangalore
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h) INFRASTRUCTURAL FACILITIES
Shalimar Paints is the only company in India to have integrated supply chain management (SCM) solution from 12 technologies and enterprise resources planning (ERP) solution from SAP. With these IT tools firmly in place and with the backing of an extensive communication platform, we are an internally enable enterprise. Shalimar Paints also owns some of the expensive machines which also enhance the productivity of company and which is also low maintenance machines. Shalimar Paints has launch a supplier portal that includes an automated digital documents exchange facility that will improve the efficiency and effectiveness if interaction with suppliers. An employee portal has also been set up. The successful development of ERP, CRM, business intelligence and portal software from leading solutions providers and integrated SCM system has helped improve efficiency in the business as well as increase the transparency and accuracy of information across the company. In order to 24x7 availability of IT infrastructure. Shalimar paints are well organized machineries. Shalimar paints on transportation facilities.
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i) AWARDS AND ACHEIVEMENTS While we look to the future, it is important to bask in past glory. Shalimar has won many accolades for its stupendous work in product development, environmental consciousness and in being a responsible corporate citizen. 'Golden Peacock Environment Management Award 2005' for environment management of Nasik factory & DSIR National Award ACED for adaptation of technology to suit local needs. Short listed for the Best Managed Company award from Business Today. Awards for Marketing initiatives like Cannes2007 Bronze. Readers Digest Trusted Brands Gold Award for 2008 Frost & Sullivan Market Leadership Award in Indian Industrial Paints & Coating Market Excellence in Corporate Governance from ICSI. Association of Business Communicators of India, Silver for Annual Environment Report.
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j) WORK FLOW MODEL (END TO END)
RAW MATERIAL RASIN SOLVEMTS PIGMENT ADDITIVES PACKAGING MATERIAL PACKAGING MANUFATURING FACILITIES DISPATCH Shalimar Paints Marketing strategy In Bangalore
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k) FUTURE GROWTH AND PROSPECTUS Shalimar Paints Ltd is planning to expand the reach of its Color Space ones by the end-year. The implementation of its supply chain management is complete and the entire SAP solutions would be implemented over a moderate term. The company is planning to set up a fourth paint manufacturing unit and its increasing its focus on the exterior paint segment. Shalimar income growth is therefore expected to be derived primarily from a growth in volume sales of paints, as the realization in the industry would continue to remain under pressure. Shalimar Paints has planned to increase the combine turnover through acquisition of Global Paint Companies instead of setting up Greenfield project. In the absence of any another significant capital projects on hand, gearing is expected to decline over the short of medium term. With operating profits expected to increase, both interest cover and return on capital employed are expected to improve further.
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3. Mc KINSYS 7S FRAME WORK The 7-s model is a tool for managerial analysis and action that provides structure with which to consider a company as a whole, so that the organization problem may be solved and a strategy may be developed and implemented. The 7-s is a frame for analyzing organization and effectiveness. It looks at the seven key elements that make the organizations and their effectiveness.
Hard variables: Strategy: plan leading to allocation of resources. Structure: Organization reporting lines, geography, etc. Systems: formal and informal processes used. Soft variables: Staff: demographics of personnel. Style: behavior of managers when interacting with others. Skills: core competencies of the firm. Shalimar Paints Marketing strategy In Bangalore
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Shared Value: culture, which is actually the core element to it all. Mckinsey and company developed 7-s model in late 70s. According to this framework, strategy is only one of the seven elements in success business practices. According to them a combination of what they call software and hardware is required as discussed below. HARDWARE: comprises of 3 elements
1. STRATEGY: Strategies are the actions a company plans in response to or anticipations of changes in its external environment. It also includes purpose, missions and objectives, goals and major action plans and policies. The following Strategy governs Shalimar Paints Co. Strategy: 1. To operate at a level of profitability, this will ensure the long term economic viability of the companies favorably with other industries of similar capital intensity and risk which will enable the company to attract adequate to support its growth. 2. To aspire towards a high level of operating, technical and marketing excellence, and to make the optimum use of assets, this will ensure a strong competitive position in the market served by the company. 3. To strive to satisfy customer by integrating their needs into the company products and services with efficiency and professionalism and give the best value to them by promoting quality products. 4. To improve the process managing the company affairs through proper planning, timely implementation of plans and regular performance reviews. 5. To uphold the highest standards of integrity in the conduct of all phases of business.
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2. STRUCTURE: An Organization chart, which shows the reporting structure and divisions of tasks for successful integration.
o General Manager Finance: Responsible for all finance and accounts activities of the company. Has more than 25 years experience in finance, accounts and commercial activities. Prior experience as VP, Commercial at Pioneer Embroideries & with Raymond Cement, Modern Threads. Qualified Chartered Accountant.
BOARD OF DIRECTORS EXECUTIVE DIRECTOR & CEO Supply chain Manufacturing Procurement R&D Marketing HR Head Operations Sikandrabad VP operations Nasik IT Finance VP operation Howrah Decorative Industrial Corporate Team Operation Team Shalimar Paints Marketing strategy In Bangalore
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o General Manager system: Responsible for all systems and IT related activities of the company. Has more than 21 years experience in Information Technology. Prior experience with Videocon International, United Phosphorus and Atco Industries. B.Sc, PG Diploma in Computer Studies. o Vice president R&D: Responsible for the entire R&D activities of the company. Has more than 17 years of experience. Prior experience at Asian Paints, Pidilite Industries and STP Limited. A PhD who has also done post-doctoral research in Japan and Taiwan. o General Manager Supply chain: Responsible for the entire supply chain activities of the company. Has more than 25 years of experience in supply chain planning, distribution, logistics & warehouse mgmt. Prior experience as Head, Transportation& Logistics at Ceat Tyres & with TCI, Philips, Pepsi etc. B.Sc, MMM. o General Manager Human Resource: Responsible for all HR Related activities of the company. Has more than 25 years of experience in HR, Personnel and Administration activities. Prior experience as Country HeadHR for Sumaria Group and with Kenstar, PCS Technologies etc. B.Sc, M.L.S. 3. SYSTEM: System refers to the formal process and procedure used to manage the organization, including the management control systems, performance management measurement and record systems, performance measurement and reward systems, planning, budgeting resource allocation systems information system and distribution systems. Shalimar Paints Marketing strategy In Bangalore
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Management Control Systems: Management control systems provide information that is intended to be useful to Managers in performing their jobs and to assist organizations in developing and maintaining viable patterns of behavior. A further weak link in the management control systems framework was also intentional. Management Measurement and Record Systems: It will be argued that there are five main sets of issues that need to be addressed in developing a framework for managing organizational performance that are represented as a set of questions. The questions are phrased in a normative tone, reflecting a managerial perspective, but can easily be re-phrased descriptively for use as a research tool. A) Sales forecasting system: In Shalimar Paints, there are 3-territory developments manager, having various areas will forecast there area sales depending upon the previous year sales. B) Order receiving system: In order receiving system the customer executives will take a major part they will go to each distributor in various areas and take the order form the distributor. The collected orders will be shown to the areas sales manager and area sales manager will give indent to the marketing manager of Kanpur, the area sales manager should take care that the crates will be set back to the plant for refilling.
C) Order execution system: Marketing manager Area sales manager Customer Executive Distributor Shalimar Paints Marketing strategy In Bangalore
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When territory development manager receives order for different territory it will send to the production department. The stock that is there in production department will be loaded to the truck and order is executed to the distributor of different areas. D) Logistic system: There is not so big logistic system in Shalimar Paints. The stock will be just interchanged between the near district places. The indent given by the distributor wills is delivered within 2-3 days of indent given. SOFTWARE: Comprises of 4 elements 4. STYLE: Means that companys employee share a common way of behaving and thing style is more important elements for success. As behavior speaks of what an organization up to. The style of an organization, according to McKinsey framework refers to the ReportingRelation ship between the superiors and the subordinates. It also conveys the flow of communication between them. Reporting relationship at Shalimar Paints Company follows a formal channel. Thecommunication follows the routes formally laid down in the organization structure and deliberately associates with the status or the position of the sender and the receiver. Both downward and upward follow the path of formal channel. The activities like quotation processing, equipments stock order generation, bill of material generation, indent generation, raising purchase order, stores management and other production related activities generates a number of reports which are communicated from one department to the other through the formal channel. In the Shalimar Paints decision flow is of top down. In which the decision is flown from the higher authority to the lower level. As the higher authorities have a control over the decisions Shalimar Paints Marketing strategy In Bangalore
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will make the decisions which will influence the function has to be followed an executed, administered and handled by assistants. Decision flow pertaining to finance department payment decisions, when the payments for the suppliers has to be made needs approval by the Finance Manager than followed by General manager for verification, later the decision will be flown to Unit Finance controller, next followed by Asst. manager accounts will decide to make payment on basis of availability of amount, further the order is passed to accounts assistant to make payment after verification of vouchers and invoices, for respective 5. STAFF: Relates to process of hiring, developing managers so that they contribute to the success of organization. Staffing is the process of acquiring human resources for the organization and assuring that they have the potential to contribute to the achievements of the organizations goals. It includes selections, placements, training and development of appropriate qualified employees. BOARD OF DIRECTORS AND TOP MANGAEMENT Name Designation Mr. Ratan Jindal Promoter Mr. Girish Jhunjhnuwala Promoter Director Mr. A. V. Lodha Accountant Mr. Rajiv Garg Chief Executive Dr. Srinivasan Board of Director Mr. S. Sarda Executive Director/CEO Mr. Pujit Aggarwal Managing Director Shalimar Paints Marketing strategy In Bangalore
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Mr. Sujit Sinha (industrial Coating Paints) Vice President Mr. Nitin Sawale (decorative Coating Paints) Vice President Mr. Hari Kumar (industrial Coating Paints) General Manager Mr. Manoj Sood (decorative coating paints) National Manager Mr. Anil Patak (decorative coating) Divisional Manager 6. SKILL: Which are necessary attributes the employees should have for success of any strategy? The term skills include those characteristics which are developed over a period of time and are result of the interaction of a number of factors; performing certain tasks successfully over a period of time, the kind of period in the organization, the top management style, the organization structure, etc.., At Shalimar paints Co. Every employee is expected to have the following skills relating to the ability and knowledge in using the equipment, technique and procedures involved in performing specific production and testing operations. A skill refers to how smart an employee does his work with available source. In marketing department various steps are taken for staff to develop appropriate new skills for marketing their products. a) Multi disciplinary skills: In production department some persons have the skill to operate filling, washing machine, sealing machine, and even some time they also handle small problems in machines. They themselves identify the problem area of machine and make it repaired if required b) Single Skill: Single skill refers to the single skill which people have in organization. In Shalimar paints chemist have the single skill. Skill classification in Shalimar paints: In Shalimar paints skill is mainly classified in marketing department and engineering skills in Shalimar Paints Marketing strategy In Bangalore
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production department. In marketing department extra benefit will be given to the persons who achieve the sales target. Every person in marketing department will behave respective sales target. 7. Shared Values: Shalimar Paints has surged 20% to Rs 154 after the stock turned ex-stock split today. The company has sub-divided the equity share of face value Rs 10 each into 5 equity shares of face value Rs 2 each in order to boost the liquidity of shares. The stock opened at Rs 130 and hit a low of Rs 125 on the Bombay Stock Exchange. As many as a combined 452,054 shares have already changed hands on the counter so far against an average less than 15,000 shares that were traded daily in past two weeks before stock split. The board of directors of the company has fixed a record date of November 23, 2012 for the purpose of stock split of existing equity share of Rs 10 into 5 equity shares of Rs 2/- each, Shalimar Paints said in a filing. According to market experts, the primary reason for a stock split is to increase the liquidity of the shares in stock the market. More liquidity makes the buying and selling of the shares easier for the investors.
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4. SWOT ANALYSIS
1. Shalimar Paints was first large-scale paint manufacturing unit in South-Asia, hence has vast experience in this industry. 2. Shalimar Paints offers wide range of decorative products both in interior and exterior categories and it offers paints at all price bands thus catering to customers in all segments. 3. Introduction of tinting systems at dealer locations has helped customers a wide choice of 9000+ shades. 4. With products in marine coating, High performance Coating, packaging and General Industrial, they are 3 rd largest in the industrial paints category. 5. Company has good Pan-India presence with well-established Sales & Distribution Network.
STRENGTH WEAKNESS OPPORTUNITY WEAKNESS 1. In spite of having the first movers advantage in the paints industry it lags behind Asian Paints, Berger Paints, and Akzonobel in many segments. 2. Customer tastes and perceptions change very fast and products may become obsolete with change in trends, hence production planning and inventory problem.
1. Shalimar is introducing a Self-Clean Paint: paint with a new technology that doesnt allow water to stay on walls, it turns water into tiny balls that roll down the wall taking dirt away. 2. New Facility at Chennai is under construction stage would increase the capacity by 18,000 tones p.a and would cater to South India. 3. Current Mfg. facilities stands only approx. 1/3rd of the land available, hence there is a great opportunity of expansion if desired. 4. Continuous R&D provides scop e of reduction of VOC and HAP; develop more eco-friendly products which have high potential growth.
1. Stringent Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are given more emphasis 2. Raw material scarcity and volatility in prices. 3. Competition from national and international brands as they target India owing to its large market.
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BALANCE SHEET AS ON 31 ST MARCH (IN RS.CR.)
Mar '13 Mar '12 Mar '11 Mar '10 Mar '09
12 mths 12 mths 12 mths 12 mths 12 mths
Sources Of Funds
Total Share Capital 3.79 3.79 3.79 3.79 3.79
Equity Share Capital 3.79 3.79 3.79 3.79 3.79
Share Application Money 0.00 0.00 0.00 0.00 0.00
Preference Share Capital 0.00 0.00 0.00 0.00 0.00
Reserves 71.22 57.08 47.01 38.86 32.18
Revaluation Reserves 2.93 2.86 2.91 2.98 3.11
Net worth 75.01 63.73 53.71 45.63 39.08
Secured Loans 78.10 68.73 58.54 52.13 56.70
Unsecured Loans 10.11 0.11 1.15 1.66 3.38
Total Debt 88.21 68.84 59.69 53.79 60.08
Total Liabilities 163.11 132.57 113.40 99.42 99.16
Cash and Bank Balance 15.16 13.25 10.64 13.92 13.58
Total Current Assets 326.15 257.27 206.77 168.58 142.70
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Loans and Advances 24.55 12.52 10.67 11.87 13.47
Fixed Deposits 0.00 0.00 0.00 0.03 0.00
Total CA, Loans & Advances 326.15 269.79 217.44 180.48 156.17
Deffered Credit 0.00 0.00 0.00 0.00 0.00
Current Liabilities 194.94 156.63 133.42 108.97 81.47
Provisions 8.66 14.50 5.38 5.10 1.73
Total CL & Provisions 203.60 171.13 138.80 114.07 83.20
Net Current Assets 122.54 98.66 78.64 66.41 72.97
Miscellaneous Expenses 0.00 0.00 0.00 0.00 0.00
Total Assets 163.11 132.56 113.40 99.42 99.16
Summary of the annual report of Shalimar paint ltd. On the basis of information reports. Management may review the company progress of data and decide up on the course of action to taken in future, creditor may choose to extend. Maintain or restrict shareholder may judge prospect or their investment and elect to sell or to continue ownership. Increased in the assets of the business shows the growth of the production. Increasing trade debtor shows that the liberal credit policy with regards to sell. The profitability of the company as increased company compare to the last year. The company cash balance variation compare to the last five year. The share capital of the company has been stable in the last five years.
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6. LEARNING EXPERIENCE The learning experience gained by me during the in plant training was very much practical oriented. Mostly all the concept theories, which I studied in the class, are applicable practically. The overall study of the organization reveals that the company has grown tremendously since its incorporation from 1902, now it has independent units for manufacturing the paint products. The company is manufacturing facilities is Howrah in west Bengal, Nasik in Maharashtra, and Sikandarabad in Delhi. I learnt that the company has an effective human resources department where in the employees are given excellent packages, incentives. I had a great time working on the project, as it gives insight into the working environment of an organization. The training has exposed me to many facts of an organization and also helped me to gain practical knowledge, which will go a long way in the horizon of our career. I became more aware of the paint industry and the role played by Shalimar paint ltd.
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a. GENERAL INTRODUCTION What is marketing? The American marketing association offers the following formal definition: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholder. What is marketing strategy? Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. What are marketing strategies? The marketing strategies are the following points. 1) Segmentation I. Geographic II. Demographic III. Psychographic IV. Behavioral 2) Targeting 3) Positioning
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1) Segmentation: The first step in developing market segmentation strategy is to select the most appropriate bases on which to segment the market. The marketer will have to try different segmentation bases or segmentation variables, alone or in combination, to find the best way to view the market structure. I. Geographic: Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, cities, or neighborhoods. II. Demographic: Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, race, generation and nationality. III. Psychographic: Psychographic segmentation divides buyers into different groups based on social class, life styles, or personality characteristics. IV. Behavioral: Behavioral segmentation divides buyers into groups based on their knowledge, attitude, uses, or responses to product. 2) Targeting: Market segmentation reveals the firms market segment opportunities. The firm now has to evaluate the various segments and decide how many and which ones to target. 3) Positioning: Shalimar Paints Marketing strategy In Bangalore
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Beyond deciding which segments of the market it will target, the company must decide what positions it wants to occupy in those segments. Marketing Research Marketing research is the systematic problem analysis in model building and fact finding method for the purpose of improved decision making and control the marketing of goods and service. According to American marketing association, marketing research is the function which links the customer, consumer and public to the marketers through information, which are used to identify and define marketing opportunities and problem, generate, refine and evaluate marketing actions, monitor marketing performance and improve the understanding marketing as a process. Marketing research specifies the information required to adder this issues, design the method for collecting information , manages and implements the data collection process, analyses the results and communicates the findings and their implications. Role of marketing research Marketing research serves the two major functions. 1. It provides the information for decision making. 2. It develops new knowledge. The information gathered by the marketing research reduces the risk involved in decision making, it influences the decisions like, 1. Pricing of the product 2. Scale of advertising The information collected directly, affects the planning of the product. It helps to aware about their brand popularity. Shalimar Paints Marketing strategy In Bangalore
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STATEMENT OF PROBLEM A consumer may have a set of interest, beliefs, attitude before purchasing a technical product. But there might be a major change in his attitude towards the industrial product. So keeping this view in mind a research study was conducted to find out marketing strategy adopted by Shalimar Paints as well as customer perception towards buying it in Bangalore city. OBJECTIVES OF THE STUDY The main objective of the study is to analyze the Marketing strategy of Shalimar Paints in Bangalore and what strategy can be used to improve its share. It also helps to know the retailer attitude towards selling Shalimar Paints and customer perception towards buying it. To find out the awareness of Shalimar Paints industrial products towards customers. To find out the factors that influence customer to buy other Shalimar Paints. To understand the customer level of satisfaction after using Shalimar Paints. To identify the expectations of customer. To suggest implementing right kind of marketing strategy based on summary of findings.
SCOPE OF THE STUDY The study hopes to enable the company to gain an insight as to the areas where it has to make improvement, so as to increase its sales as well as its market strategy and consumer acceptance. The result of the study carried out will enable company to know The marketing strategy of Shalimar Paints in Bangalore and what strategy can be used to improve its strategy. The study is also based on to know whether retailers are satisfied with selling of Shalimar Paints and also to find out how customers can be made aware of Shalimar Paints product. Shalimar Paints Marketing strategy In Bangalore
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RESEARCH METHODOLOGY Research Design The study is descriptive research. An attempt is made in this research to identify the variables which determine the customers at Shalimar paint. The study can be further of identifying various prospects. Sampling Design The population for the purpose of the study includes entire customers of Shalimar paint at pantharapalya. Sample Size = 50 Justification: Selection of 50 customers Per day an average 100 customer come to Shalimar paint at pantharapalya. Out of 100 customers 1/2 th (50%) of the customers is been selected as a sample i.e. 100*50/100 = 50. Sampling Method The sampling method for research is a convenient sampling and random sampling. Convenient sampling because the researcher could not get chance to take the response from all the customers of Shalimar paint at pantharapalya outlets.
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Source of Data Data is collected from the Primary source and secondary sources. The study is based on sampling method. 50 respondents are selected for the study. The response has been collected from customers of Shalimar paint at pantharapalya branch Bangalore.
Primary data collection Primary data was collected using a set of structured questionnaire which was administered to the different customers of Shalimar paints. Secondary data collection The secondary data are those which have been collected from the genuine sources, and which already have been processed. The sources of secondary data for this study are company source like company website, journals, and annual reports. Field -Work The project involved a fieldwork of about 8 weeks where the survey was carried out on 50 respondents which includes 50 end users or consumers. The survey was conducted in different parts of Bangalore like, Banshankari, and K.R. market, Uttaralli, Padmanabnagar and Chikkalsandra.
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LIMITATIONS OF THE STUDY
The research work is restricted to certain part of Bangalore since large no. of sample study is difficult in limited period of time. Time was the main constraint not only for us but, also for the respondents. Some respondents restrict us not to ask monthly sales like questions since they felt it is confidential. Some respondents were never even bothering about the purpose of doing this research work. Communication was the main problem in some cases since respondents couldnt able to communicate in English. As a micro study, conclusion drawn may not be generalized
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b. ANALYSIS AND INTERPRETAIONS Table 01: Showing responses on preference of paint PARTICULAR NO. OF RESPONDENTS PERCENTAGE Berger paint 08 16 Asian paint 22 44 Shalimar paint 13 26 Nerolac paint 03 06 Others 04 08 Total 50 100 Graph 01: Graph showing responses on preference of paint
Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 44% of respondents prefer Asian paint followed by 26% Shalimar paint. 16% of respondent prefer Berger paint, 6% respondent prefer Nerolac paint the remaining 8% prefer other variety of paints. Inference: 0 20 40 60 Berger paint Asian paint Shalimar paint Nerolac paint Others 16 44 26 6 8 P E R C E N T A G E
PREFERENCE OF PAINT Shalimar Paints Marketing strategy In Bangalore
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It can be inferred that the highest preferred paint among respondents is Asian paint. Table 02: Showing responses on awareness about Shalimar paint PARTICULAR NO. OF RESPONDENTS PERCENTAGE Yes 28 56 No 22 44 Total 50 100 Graph 02: Graph showing responses on awareness about Shalimar paint
Source: Survey Jun-2014 Interpretation: From the above, it is observed that 56% of respondents say they are aware about the Shalimar paints and 44% of respondents say they are not aware about the Shalimar paints. Inference: 56 44 AWARENESS ABOUT SHALIMAR PAINT Yes No Shalimar Paints Marketing strategy In Bangalore
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It can be inferred that the highest know Shalimar paint. Table 03: Showing responses on awareness about Shalimar paint through media PARTICULAR NO. OF RESPONDENTS PERCENTAGE News paper 09 18 TV Advertisement 18 36 Magazines 05 10 Friends 07 14 Others 11 22 Total 50 100 Graph 03: Graph showing responses on awareness about Shalimar paint through media
Source: Survey Jun-2014 Interpretation: From the above, it is observed that 36% of respondents know Shalimar paint from TV Advertisement. 18% of respondents know Shalimar paint from News paper, 14% of respondents know Shalimar paint from Friends, and 10% of respondents know Shalimar paint from Magazines the remaining 22% of respondent know Shalimar paint from others. 0% 10% 20% 30% 40% News paper TV Advertisement Magazines Friends Others 18 36 10 14 22 P E R C E N T A G E
AWARENESS THROUGH MEDIA Shalimar Paints Marketing strategy In Bangalore
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Inference: It can be inferred that the highest number of customer are aware about Shalimar paint through TV Advertisement. Table 04: Showing responses on check the price of paints from alternative source PARTICULAR NO. OF RESPONDENTS PERCENTAGE Yes 42 84 No 08 16 Total 50 100 Graph 04: Graph showing responses on check the price of paints from alternative source
Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 84% of respondents say yes that they check price of Shalimar paint and 44% of respondents say they does not check price of Shalimar paints. 84 16 PRICE OF PAINT Yes No Shalimar Paints Marketing strategy In Bangalore
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Inference: It can be inferred that the maximum customer check the price of paints from alternative source. Table 05: Showing responses on checking M.R.P (Maximum Retail price) PARTICULAR NO. OF RESPONDENTS PERCENTAGE Yes 48 96 No 02 04 Total 50 100 Graph 05: Graph showing responses on checking M.R.P (Maximum Retail price)
Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 96% of respondents say they check M.R.P of the Shalimar paint and 44% of respondents say they do not check M.R.P of the Shalimar paints. 96 4 CHECKING M.R.P Yes No Shalimar Paints Marketing strategy In Bangalore
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Inference: It can be inferred that the highest number of customer checking M.R.P of the Shalimar paint. Table 06: Showing responses on satisfaction towards purchase of the product PARTICULAR NO. OF RESPONDENTS PERCENTAGE Very satisfied 08 16 Satisfied 19 38 Neutral 09 18 Unsatisfied 05 10 Very unsatisfied 09 18 Total 50 100 Graph 06: Graph showing responses on satisfaction towards purchase of the product
Source: Survey Jun 2014 Interpretation: From the above, it is observed that 38% of respondents are satisfied with purchase of the product, 18% of respondents are very unsatisfied and neutral about purchase of the product and 16% of respondents are very satisfied with the purchase of the products remaining 10% of respondents are unsatisfied with purchase of the products of paints. 0 20 40 Very satisfied Satisfied Neutral Unsatisfied Very unsatisfied 16 38 18 10 18 P E R C E N T A G E
SATISFACTION ABOUT THE PRODUCT Shalimar Paints Marketing strategy In Bangalore
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Inference: It can be inferred that the highest number of customer satisfaction towards purchase of the product. Table 07: Showing responses on duration of purchase of paint PARTICULAR NO. OF RESPONDENTS PERCENTAGE 1-3 Years 18 36 3-6 Years 11 22 6-9 Years 10 20 Above 10 Years 11 22 Total 50 100 Graph 07: Graph showing responses on duration of purchase of paint Source: Survey Jun 2014 Interpretation: From the above, it is observed that 36% of respondents are buying Shalimar paint ranging from 1-3 years, 22% of respondents are buying Shalimar paint ranging from 3-6 years and above 10 years and remaining 20% of respondents are buying Shalimar paint ranging from 6-9 years. 0 10 20 30 40 1-3 Years 3-6 Years 6-9 Years Above 10 Years 36 22 20 22 P E R C E N T A G E
DURATION OF PURCHASE Shalimar Paints Marketing strategy In Bangalore
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Inference: It can be inferred that the highest number of customer buying Shalimar paint ranging 1-3 years. Table 08: Showing responses on purchase influences PARTICULAR NO. OF RESPONDENTS PERCENTAGE Land owner 05 10 Developer company 02 04 Dealer 11 22 Painter 17 34 Others 15 30 Total 50 100 Graph 08: Graph showing responses on purchase influences
Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 34% of respondents are influenced painter, 22% of respondents are influenced dealer, 10% of respondents are influenced landowner, 4% of 0 5 10 15 20 25 30 35 Land owner Developer company Dealer Painter Others 10 4 22 34 30 P E R C E N T A G E
PURCHASE INFLUENCES Shalimar Paints Marketing strategy In Bangalore
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respondents are influenced developer company remaining 30% of respondents are influenced others.. Inference: It can be inferred that the highest painter purchasing the brand respondents is paint. Table 09: Showing responses on reason for buying PARTICULAR NO. OF RESPONDENTS PERCENTAGE Good quality 28 56 Fast setting time 10 20 Easily available 12 24 Others 00 00 Total 50 100 Graph 09: Graph showing responses on reason for buying
Source: Survey Jun- 2014 Interpretation: 56 20 24 0 0 10 20 30 40 50 60 Good quality Fast setting time Easily available Others P E R C E N T A G E
REASON FOR BUYING Shalimar Paints Marketing strategy In Bangalore
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From the above, it is observed that 56% of respondents buy because of good quality, 24% of respondents buy because of easily available, 20% of respondents buy because of fast setting time and remaining other respondents is no buying the paint. Inference: It can be inferred that the highest number of customers reasons for buy because of good quality. Table 10: Showing responses on channels of buying PARTICULAR NO. OF RESPONDENTS PERCENTAGE Through company 12 24 Wholesaler 13 26 Retailers 15 30 Distributors 10 20 Total 50 100 Graph 10: Graph showing responses on channels of buying
Source: Survey Jun 2014 24 26 30 20 CHANNELS OF BUYING Through company Wholesaler Retailers Distributors Shalimar Paints Marketing strategy In Bangalore
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Interpretation: From the above, it is observed that 30% of customers buy through retailer, 26% of customers buy through wholesaler and 24% of customers buy through company remaining 20% of customers buy through distributors. Inference: It can be inferred that the highest number of customers buy through retailer. Table 11: Showing responses on using Shalimar paints PARTICULAR NO. OF RESPONDENTS PERCENTAGE Yes 23 46 No 27 54 Total 50 100 Graph 11: Graph showing responses on using Shalimar paints
46 54 42 44 46 48 50 52 54 56 Yes No P E R C E N T A G E
USING SHALIMAR PAINTS Shalimar Paints Marketing strategy In Bangalore
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Source: Survey Jun 2014 Interpretation: From the above, it is observed that 54% of respondents use the Shalimar paints and 46% of respondents do not use the Shalimar paints. Inference: It can be inferred that the more number of customer use the Shalimar paint. Table 12: Showing responses on reason for using Shalimar paints PARTICULAR NO. OF RESPONDENTS PERCENTAGE Fast setting time 09 18 Lower price 09 18 Good quality 21 42 Easily available 11 22 Total 50 100 Graph 12: Graph showing responses on reason for using Shalimar paints
Source: Survey Jun- 2014 0 5 10 15 20 25 30 35 40 45 Fast setting time Lower price Good quality Easily available 18 18 42 22 PERCENTAGE REASON FOR USING SHALIMAR PAINT Shalimar Paints Marketing strategy In Bangalore
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Interpretation: From the above, it is observed that 42% of respondents use Shalimar paint because of good quality, 22% of respondents use Shalimar paint because of easily available and remaining 18% of respondents use Shalimar paint because of lower price and fast setting time. Inference: It can be inferred that the more customers use Shalimar paint because of good quality. Table 13: Showing responses on quantity of paint PARTICULAR NO. OF RESPONDENTS PERCENTAGE 1-5 kgs 15 30 5-10 kgs 18 36 10-15 kgs 05 10 More than 15 kgs 12 24 Total 50 100 Graph 13: Graph showing responses on quantity of paint
0 10 20 30 40 1-5 kgs 5-10 kgs 10-15 kgs More than 15 kgs 30 36 10 24 P E R C E N T A G E
QUANTITY OF PAINT Shalimar Paints Marketing strategy In Bangalore
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Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 36% of respondents use 5-10 kg, 30% of respondents use 1-5 kg and remaining 10% of respondents use 10-15 kg and 24% of respondents use more than 15 kg. Inference: It can be inferred that the most usage by consumer is 5-10 kg of Shalimar paint. Table 14: Showing responses on compare Shalimar paints with other decorative paints 5 4 3 2 1 Total Excellent 04 23 12 03 08 32.4 Good quality 14 11 15 04 06 34.6 Average 00 16 21 10 03 30 Poor quality 01 13 12 18 06 27 Calculation on weighted average: Excellent: 4*5+23*4+12*3+3*2+8*1/5 = 20+92+36+6+8/5 = 162/5 = 32.4 Good quality: 14*5+11*4+15*3+4*2+6*1/5 = 70+44+45+8+6/5 = 173/5 = 34.6 Average: 0*5+16*4+21*3+10*2+3*1/5 = 0+64+63+20+3/5 = 150/5 = 30 Poor quality: 1*5+13*4+12*3+18*2+6*1/5 = 5+52+36+36+6/5 = 135/5 = 27 Graph 14: Graph showing responses on compare Shalimar paints with other decorative paints
Source: Survey Jun 2014 0 20 40 Excellent Good quality Average Poor quality 32.4 34.6 30 27 A V E R E G E
RATING ON FEATURE OF SHALIMAR PAINT Shalimar Paints Marketing strategy In Bangalore
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Interpretation: From the above, it is observed that 34.6 averages of respondents say good quality of the Shalimar paint, 32.4 averages of respondents say Excellent of the Shalimar paint, 30 averages of respondents say average of the Shalimar paint and remaining 27 averages of respondents say poor quality of the Shalimar paint. Inference: It can be inferred that the most number of consumer say good quality of the Shalimar paint. Table 15: Showing responses on overall satisfaction of Shalimar paint PARTICULAR NO. OF RESPONDENTS PERCENTAGE Highly Dissatisfied 10 20 Dissatisfied 07 14 Neither satisfied nor dissatisfied 09 18 Satisfied 18 36 Highly satisfied 7 14 Total 50 100 Graph 15: Graph showing responses on overall satisfaction of Shalimar paint
Source: Survey Jun- 2014 Interpretation: 0 20 40 Highly Dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Highly satisfied 20 14 18 36 14 P E R C E N T A G E
OVERALL SATISFACTION Shalimar Paints Marketing strategy In Bangalore
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From the above, it is observed that 36% of respondents are satisfied with Shalimar paint, 20% of respondents are highly dissatisfied with Shalimar paint, 18% of respondents are neither satisfied nor dissatisfied with Shalimar paint and remaining 14% of respondents are highly satisfied with Shalimar paint. Inference: It can be inferred that the more number of customer are satisfied with Shalimar paint. Table 16: Showing responses on use/purchase Shalimar paint again 5 4 3 2 1 Total Definitely 01 18 24 04 03 32 Probably 04 16 15 10 05 30.8 Might or might not 03 14 19 11 03 30.6 Probably not 00 16 19 10 05 29.2 Definitely not 02 17 14 12 05 29.8 Never used 03 03 23 13 08 26 Calculation on weighted average: Definitely: 1*5+18*4+24*3+4*2+3*1/5 = 5+72+72+8+3/5 = 160/5 = 32 Probably: 4*5+16*4+15*3+10*2+5*1/5 = 20+64+45+20+5/5 = 154/5 = 30.8 Might or might not: 3*5+14*4+19*3+11*2+3*1/5 = 15+56+57+22+3/5 = 153/5 = 30.6 Probably not: 0*5+16*4+19*3+10*2+5*1/5 = 0+64+57+20+5/5 = 146/5 = 29.2 Definitely not: 2*5+17*4+14*3+12*2+5*1/5 = 10+68+42+24+5/5 = 149/5 = 29.8 Never used: 3*5+3*4+23*3+13*2+8*1/5 = 15+12+69+26+8/5 = 130/5 = 26 Graph 16: Graph showing responses on use/purchase Shalimar paint again
Source: Survey Jun- 2014 0 20 40 Definitely Probably Might or might not Probably not Definitely not Never used 32 30.8 30.6 29.2 29.8 26 A V E R E G E
EXPECTED PURCHASE Shalimar Paints Marketing strategy In Bangalore
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Interpretation: From the above, it is observed that 32 averages of respondents expected purchase definitely, 30.8 and 30.6 average of respondents expected purchase probably and might or might not, 29.8 and 29.2 average of respondents expected purchase definitely not and probably not, and remaining 26 averages of respondents expected purchase never used. Inference: It can be inferred that the most number of consumer is expected purchase definitely. Table 17: Showing responses on USP of Shalimar paint PARTICULAR NO. OF RESPONDENTS PERCENTAGE Quality 23 46 Quantity 10 20 Content 10 20 Price 7 14 Total 50 100 Graph 17: Graph showing responses on USP of Shalimar paint
0 10 20 30 40 50 Quality Quantity Content Price 46 20 20 14 P E R C E N T A G E
USP OF SHLIMAR PAINT Shalimar Paints Marketing strategy In Bangalore
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Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 46% of respondents say Shalimar paint is linked for its quality, 20% of respondents say Shalimar paint is linked for its quantity and content and remaining 14% of respondents say Shalimar paint is linked for its price. Inference: It can be inferred that the USP of Shalimar paint is quality. Table 18: Showing responses on purchase the product PARTICULAR NO. OF RESPONDENTS PERCENTAGE During the festival 19 38 During the Celebration 13 26 Others 18 36 Total 50 100 Graph 18: Graph showing responses on purchase the product
0 5 10 15 20 25 30 35 40 During the festival During the Celebration Others 38 26 36 PERCENTAGE PURCHASE THE PRODUCT Shalimar Paints Marketing strategy In Bangalore
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Source: Survey Jun- 2014 Interpretation: From the above, it is observed that 38% of respondents are purchasing Shalimar paint during festival, 36% of respondents are purchasing other during occasions and remaining 26% of respondents are purchasing the during celebrations. Inference: It can be inferred that the more number of customers are purchasing Shalimar paint during festival
FINDINGS The highest preferred paint among customers is Asian paint. (Ref: Table and Graph 1 page 36) The highest number of customers awareness about Shalimar paint. (Ref: Table and Graph 2 page 37) The highest number of customer aware about Shalimar paint through TV Advertisement. (Ref: Table and Graph 3 page 38) The maximum customer checks the price of paints from alternative source. (Ref: Table and Graph 4 page 39) The highest number of customer checking M.R.P (Maximum Retail Price) of the Shalimar paint. (Ref: Table and Graph 5 page 40) The highest number of customer satisfaction towards purchase of the product. (Ref: Table and Graph 6 page 41) The highest number of customer duration of purchase the Shalimar paint. (Ref: Table and Graph 7 page 42) The highest painter purchasing the brand of the Shalimar paint. Shalimar Paints Marketing strategy In Bangalore
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(Ref: Table and Graph 8 page 43) The highest number of customers reasons for buy because of good quality. (Ref: Table and Graph 9 page 44) The highest number of customers channels of buying through retailer. (Ref: Table and Graph 10 page 45) The more number of customers use the Shalimar paint. (Ref: Table and Graph 11 page 46) The more customers use Shalimar paint because of good quality. (Ref: Table and Graph 12 page 47) The most usage by consumer is quantity of Shalimar paint. (Ref: Table and Graph 13 page 48)
The most number of consumers say good quality of the Shalimar paint. (Ref: Table and Graph 14 page 49) The more number of customers are satisfied with Shalimar paint. (Ref: Table and Graph 15 page 50) The most number of consumers is expected purchase definitely. (Ref: Table and Graph 16 page 51) The USP of Shalimar paint is quality. (Ref: Table and Graph 17 page 52) The more number of customers are purchasing Shalimar paint during the festival. (Ref: Table and Graph 18 page 53)
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SUGGESTION: From the findings it is suggested that, Company should focus on improving customer satisfaction through future marketing strategy. (Ref: Finding 01) Company should first concentrate on creating brand awareness to the customers like Architects, civil engineers, painting contractors and Painters. (Ref: Finding 02) Company should more concentrate on promotional activities like placing Hoardings and boards of its products. (Ref: Finding 03) Company can give customer a credit facility for their payment of bills so that they will have a long lasting relationship with them. (Ref: Finding 04) To make aware of the products of the company to the end users like industries, the company should send its broachers and free samples. so that they can make aware of the products available (Ref: Finding 06) Company can give some promotional offers to their loyal customers so that they can maintain a long lasting relationship. (Ref: Finding 07) Company should make some meetings to its customers like Painters and contractors so that they should feel that they are loyal to the company. (Ref: Finding 08) Shalimar Paints Marketing strategy In Bangalore
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Company should concentrate on its promotional activities like providing shelfs space to its products in paint shops. (Ref: Finding 09) Company should give high margin on sales to its retailers as compare to the competitors. I.e. company can come up with push strategy. (Ref: Finding 14
c. CONCLUSION From the analysis, it can be concluded that; The delivery of Shalimar Paints products are not made on time and in full quantity. The company is not conducting any promotional activities for promoting Shalimar Paints. Some customers were asking for credit facility for the payment of bills. Some consumers were saying that they buy only industrial products because it is strongly recommended by carpenters/ contractors. So it can be conclude that the company has to first educate its customers about Shalimar Paints product and its applications which are having better advantage over others. The company is lagging in its distribution of Shalimar Paints product in some areas, which made some retailers to sell competitors product. Customers prefer to purchase from particular suppliers only because of availability, which depends on efficient distribution. The consumers are more interested in buying Shalimar Paints through retailers only. Consumers buy only Shalimar Paints because the emotional attachment which they are having with the product.
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d. QUESTIONNAIRE Dear sir/madam, I, VISHAL P NAIK 4thsemester MBA student of (TOCE, Bangalore) doing a project titled A Study on Shalimar Paints marketing Strategy in Bangalore and strategy to increase the share. I would kindly request you to spare some time on answering the questions below. Name (Optional): Age: Sex: E mail: Contact no: 1) Which is the following company paints did you prefer to choose? ( ) Berger paint ( ) Asian paint ( ) Shalimar paint ( ) Nerolac paint ( ) Others Shalimar Paints Marketing strategy In Bangalore
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2) Do you know Shalimar paint? ( ) Yes ( ) No 3) How do you come to know about the Shalimar paint? ( ) News paper ( ) TV Advertisement ( ) Magazines ( ) Friends ( ) Others
4) Do you check the prices, of paints you buy, from alternative sources? ( ) Yes ( ) No
5) Do you check the M.R.P. (Maximum Retail Prices) before buying the products? ( ) Yes ( ) No 6) How long have you been purchasing? ( ) 1-3 Years ( ) 3-6 Years ( ) 6-9 years ( ) Above 10 years 7) Who are the main influencers that suggest what brand of paint to use? ( ) Land owner ( ) Developer company ( ) Dealer ( ) Painter ( ) Others 8) Do you have any Reason for buying more? ( ) Good quality ( ) Fast setting time ( ) Easily available Shalimar Paints Marketing strategy In Bangalore
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( ) If others, specify.......................... 9) Through which channel you are buying the Shalimar Paints? ( ) Through company ( ) wholesaler ( ) Retailers ( ) Distributors 10) Why you are using Shalimar Paints? ( ) Fast setting time ( ) Lower price ( ) Good quality ( ) Easily available 11) How much quantity you are most prefer to buy? ( ) 1-5 kgs ( ) 5-10 kgs ( ) 10-15kgs ( ) More than 15 kgs 12) How do you compare Shalimar Paints with other Decorative Paints? 1 2 3 4 5 Excellent Good quality Average Poor quality
13)Which season do you purchase this product? ( ) During the festival ( ) During the Celebrative ( ) Others......... 14)Overall, how satisfied are you with the Shalimar paint? Shalimar Paints Marketing strategy In Bangalore
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15)How likely you to use/purchase Shalimar paint again? 1 2 3 4 5 Definitely Probably Might or might not Probably not Definitely not Never used
16)What do you like about Shalimar paint? ( ) Quality ( ) Quantity ( ) Content ( ) Price
17)Yours opinion about our Shalimar paints Shalimar Paints Marketing strategy In Bangalore
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Thank you
e. BIBLIOGRAPHY
Principles of marketing, Philip kotler, Gary Armstrong, Pearson/ 12th edition. Business research methods- William G Zikmund-Thomson, 7th edition, 2003 Consumer behavior Leon Schiff man, Leslie Lazar Kanuk- Pearson, 8th edition Industrial marketing, Robert R Reeder & Reeder- PHI WEBSITES: http://www.shalimarpaints.com/aboutus.html http://www.shalimarpaints.com/aboutus_mission.html http://www.shalimarpaints.com/aboutus_mfd.html http://www.shalimarpaints.com/aboutus_csr.html http://www.shalimarpaints.com/investor_financial_share1.html http://www.shalimarpaints.com/investor_financial_main.html Shalimar Paints Marketing strategy In Bangalore
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