Marketing Mix study on Kansai's Nerolac Ltd.

1. Kansai
Nerolac Ltd.

2. Industry overview
◎Established in 1920, Kansai Nerolac
paints is a subsidiary of Kansai Paint
CP Ltd Japan .
◎Largest industrial paint and third
largest decorative paint company.
◎KNPL has primary operation in India
◎Mumbai based company
◎Focus on three segment : home
owner, professional ,and industrial.
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3. National &
Overseas
Presence
3
Overseas
Subsidiaries
(Nepal, Bangladesh & Sri lanka)

4. STP
Segmentation
◎ Demographic:
Income
Age
◎ Geographic:
Weather Conditions
Urban & Rural
◎ Psychographic:
Health conscious
Luxury conscious
◎ Behavioural:
Decision Roles
Medium & Heavy User
Targeting Positioning
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5. SWOT Analysis
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• Pricing
• Marketing
Strategies
• Multiple
Categories
• Wide Range
• Technology
• Change of
Perception
• Lower Market
Share
• Environment
Consciousness
• Online Opportunities
• Niche Market
• Economic policies
• Rural Threat
• Competitors
• Climate
Change
• Scarcity Of
Raw
Materials
• InnovationSTRENGTHS
WEAKNESS
OPPORTUNITIES
THREATS

6. 4 P’s
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• Decorative Paints
• Automative Coatings
• Performance Coatings
• Competition Based Price
• Affected by availability of raw
materials
• Affected by Government Policies
• Competition Based Price
• Affected by availability of raw
materials
• Affected by Governament
Policies
• Competition Based Price
• Affected by availability of raw
materials
• Affected by Governament
Policies

7. 7
Threat of
New
Entry
Shalimar
Paints
Berger
Paints
UPL Ltd
TATA
Chemicals
Pidilite
Bargaining
Power of
Supplier
Competitive
Rivalry
Threat of
Substitution
Asian
Paints
High price
fluctuations
of raw
materials
Frequent
shortage of
raw materials
Express
Paints
Wallpapers
Kansai
Nerolac
Bargaining
Power Of Buyer
Wall vinyls
Lower power
of industrial
users
Higher
power of
household
users
Porter’s 5 forces for Nerolac

8. COMPETITIVE
GRID
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9. 9
COMPANY VISIT:

10. EXPERIENCE, LEARNING AND OUTCOME
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11. MARKET SURVEY:
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12. Presented By:-
Shrishty
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Siddhant
Tanveer
Shounak
Tuhina
Shagun
Anuvesh

13. Thanks!
Any questions?
You can find me at @username & user@mail.me
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