This document analyzes the market for Kansai Nerolac Paint in India. It discusses Nerolac's position as the largest industrial and decorative paint company in India. It also examines Nerolac's main competitors in the market - Asian, Dulux, and Berger. The document analyzes the companies' market share, marketing strategies, product offerings, pricing, distribution channels and evaluates their performance in the market.

1. MARKET ANALYSIS OF
KANSAI NEROLAC PAINT
SUBMITTED BY
VARUN DEEP SHRIVASTAVA

2. INTRODUCTION
• Kansai Nerolac is largest industrial paint
and decorative paint company of India
based in Mumbai.
• Established in 1920
• Headquarters :- Mumbai, Maharashtra.
• Second largest company.
• Products and Services
• Decorative Paints
• Automotive Coatings
• Performance Coatings

3. PAINT INDUSTRY STRUCTURE

4. MARKET ANALYSIS

5. MARKET SHARE

6. MARKET ANALYSIS

7. MARKET SEGMENTATION

8. MARKETING STRATEGY
PRODUCT PRICE DISTRIBUTION PROMOTION SERVICES
NEROLAC
Domestic,
Industrial, High,
Med, Eco Range
3500 TO
16000
PER 10
LITER
•Factory
•Warehouse
•C&F
•Retail
•Consumer
TVC, Digital,
Newspaper
Per- Post
sales services
ASIAN
Domestic, High,
Med, Eco Range
2500 TO
14000
PER 10
LITER
•Factory
•Warehouse
•C&F
•Retail
•Consumer
TVC, Digital,
Newspaper
Per- Post
sales services
DULUX
Medium &
Economic
Range.
2500 TO
12000
PER 10
LITER
•Factory
•Warehouse
•Retail
•Consumer
TVC,
Newspaper Pre- sale
BERGER
Medium &
Economic
2500 TO
11000
PER 10
•Factory
•Retail
TVC,
Newspaper Pre-sale

9. CONSUMER DECISION PROCESS
PROBLEM
RECOGNITI
ON
INFORMATI
ON
RESEARCH
ALTERNATIVE
RESEARCH
PURCH
ASE
USE EVLUATION
NEROLAC Feedback Online
Survey /
Contest
Customer
Visit
Brand
Trust
Interior
Exterior
Industrial,
Auto-
mobiles
Brand
Loyalty
ASIAN Online
Survey
Discount
Scheme
Customer
Visit
Quality
Assuran
ce
Interior
Exterior
Product
Availability
DULUX Customer
Need
Advertising Customer
Visit
Econo
mic
Product
Interior
Exterior
According
To Market
Trend
BERGER Customer
Need
Advertising Customer
Visit
Econo
mic/
Low
End
Product
Interior
Exterior
According
To Market
Trend

10. OUTCOMES
INDIVIDUAL FIRM SOCIETY
NEROLAC GOOD GOOD GOOD
ASIAN EXCELLENT GOOD EXCELLENT
DULUX GOOD GOOD GOOD
BERGER GOOD GOOD GOOD

11. CONCLUSION
S. No. QUESTIONS ANSWERS
1. What defined market we are trying to reach? Local market for paint
industry.
2. What specific companies are serving this
market?
Branded & local paint Co., like
nerolac.
3. Are they successful? Yes.
4. Are there other companies serving market with
similar product.
Yes. Asian, Dulux, Berger.
5. Are they successful? Yes. In diff. product segments.
6. What is their share market? 15%-18%.
7. Is the market saturated/ wide open? Wide open

12. CONTINUED...
S.No. QUESTIONS ANSWERS
8. What is the size of the market? Is it open/ growing/
stable/ volatile/ trendy.
Open, growing, trendy.
9. How can I & my competitors reach this market? Customer needs
10. What are the business models of my competitors? Franchise / dealership model
11. What do customers expects from this type of
product or market?
Sustainable products &
better services.
12. What core competencies must the product or
service have?
Cost effective product with
high quality.
13. What are customers willing to pay for this type of
product or services?
Reasonable.
14. What is nerolac competitive advantage? Brand ambassador.

13. PAINT / PIGMENT MIXING
MACHINE

14. The end