555

CHAPTER I

INTRODUCTION

1

INTRODUCTION

Perception: Marketing management is concerned with the understanding of the
process of perception because, perception leads to thought and thought leads to
action. Perception is the process whereby stimuli are received and interpreted
by the individual and translated into a response. In other words, perception is
the process by which the mind receives, organizes and interprets physical
stimuli. To perceive is to see, hear, touch, taste, smell and sense internally
something or some event or some relation. Perception is selective because, and
individual cannot possibly perceive all stimulus objects within his perceptional
field ; hence, he perceives selectively. perception is organized because, perceptions
have meaning for the individual and they do not represent a buzzing confusion.
Perception depends upon stimulus itself is a determinant of perception. The
variables like colors size- contrast-intensity-frequency and movement are of this
kind. Again, perception depends on the personal factors. What the individual brings
to the situation governs perception –his ability to see or hear the massage, his needs,
his moods, memory, exceptions and values all these modify the message reception.
The personal factors of perception are his self concept, need, span of apprehension,
mental set and the past experiences.

Dealer’s Perception has its own impact on consumer behavior or consumer
decision-making. Let us take such cases:

Perception and communication: It is estimated that 90 percent of the stimuli that
the individuals perceive come through sight and rest and rest from hearing. That is
why, advertisements bank heavily audio on visual stimuli. However it does not mean
that loud noises, bright colours and large ads themselves guarantee consumer
attention and response. Contrary to this, it is the use of haunting melodies, pastel
shades, regional accents and careful adjustment of ad size in relation to the total
page or postal size – all affect perception and these factors may give better results.

2

Perception Conveys the following-
Product and Brand Perception: Good many studies have been made of the ways
in which the consumers perceive the products and the brands they choose regularly.
It is brand images and brand differentiation that play vital role in perception in
addition to the physical characteristics of the product. Therefore it is a must for a
marketer to examine all the factors that impinge on the construction of a brand
image to ascertain their effects on consumer perception of the company’s marketing
mix.

Price Perception: Price is another element of marketing mix where perception has
its implications. Studies have provided beyond doubt that consumers judge product
or service quality by price. ‘Higher the price better the quality’ that going to the
direct or positive relationship between price and demand where marketer is sare to
gain. Another accept of this a price perception is psychological pricing. The
reasoning behind such pricing strategies
Is that consumers are likely to perceive used in cut- price sales promotions to
increase the feeling that a price as been drastically reduced.

Store Perception: There are five major components of stores image namely,
location-design-product assortment – services and personnel each of which
contributes to consumer perception of the place from which he or she buys. Mere
physical attributes do to talk of a store image. Other intangible factors, too, influence
consumer perception of stores image such as advertising, inter-personal
communication and experience. Consumer perception of stores or greatly influenced
by consumer’s own self-perception motives. Further, consumer’s self-images
influence the places in which they shop.

Perceived Risk: The concept of perceived-risk recognizes that consumer
experiences a sense of risk in purchase and that consumer behaviour can be studied
profitably as a risk reducing behaviour. Consumer behaviour involves risk in the
sense that any action of a consumer will produce results which he cannot predict
with certainty. The perception of risk in a purchase situation is a function of the
possible consequences and the product uncertainty involved. Perceived risk can be
divided into forms namely, ‘functional’ and ‘psychological’. Functional risk is
3

related with the performance and the psychological risk is related with the fact
whether the product enhances one’s sense of well-being or self – concept. The level
of perceived risk is a function of the uncertainty involved and the possible
consequences of purchase and can be reduced by gaining greater certainty or by
minimizing consequences. In most cases, it is increasing the element of certainty .
This study is based on how the dealers perceive about the product performance
of Asian paints and how it adds value to the sales at the dealer place over the
count sales.

IMPORTANCE OF THE STUDY:

The study was undertaken to understand the dealer’s perception towards
Asian paints. This include the study of various factors effecting the dealership
decision, comparison of the various brands available in the marker, different media
used by the company to advertise their brand and to promote the sales over the
counter. Ultimately what it matters is how a manufacturing company helps its
channels to set up and establish a sound customer choice of its product.

This study enables the company to look in to various factors affecting
the purchase from the consumer point of view, this in turn will help the company to
deliver their products to maximum satisfaction of the dealer and the consumer and it
will also enable the company to make the consumer aware about its product in clear
and better way.

NEED FOR THE STUDY:
In the present market varieties of product are available: the consumers have at large to
purchase any brand by price or quality. Company alone can’t play the entire role by
its self. It needs a channel to provide reliable service and support system that its can
reach the ultimate customer. The dealers’ or distributors play a role. Before study any
further it is very important to understand the dealer perception about the company
products or services. It is necessary to analyze the benefits that any dealer would get

4

being so associated with the parent company to score an competitive advantage in the
market.

To with stand competition it necessary to know the consumer attitude or feeling
towards existing company and also create awareness about company product quality
cost and product range.

To evaluate the right criteria it is necessary to develop further better for the customer
satisfaction over the company products. The competition among the competitive
companies and between the retailers of different brand in the market. These
competition make the companies to provide the best of the service and exceed the
dealer’s expectation to achieve satisfaction.

SCOPE OF THE STUDY:

The study helps to find out the Dealer’s satisfaction towards the products and
also to know their behavioral patterns over the change products or up on new products
into the market.

The study was under taken to study the Dealer’s satisfaction on market consumption
of the Products of Asian paints. This includes the study of various factors affecting
the consumer buying decision, comparison of the various brands available in the
market, different media used by the company to advertise their products.

This study enables the company to look in to various factors affecting the purchase
from the consumer point of view that in turn will plan and execute effective
promotional programs for the Dealers’ to enhance their sales. This in turn will help
the company to deliver their products to maximum satisfaction of the consumer and it
will also enable the company to make the consumer aware about its product in clear
and better way.

5

OBJECTIVE OF THE STUDY:

1. The main objective of the study is assessing the Dealer’s satisfaction towards
Asian Paints in the cities of Hyderabad, and Secunderabad.
2. To study those attribute that drive the company to provide its best possible
service and support systems to it respectively dealers to achieve ultimate
customer satisfaction.

HYPOTHESIS OF THE STUDY:

To study the valuable satisfaction levels and drives that can build a healthy company-
dealer relationship .

LIMITATION
1. Time-taken for the study is not sufficient to collect the complete & full-
fledged data from customers.
2. Sample size is too small to cover the complete information.
3. Busyness of the customer while giving the answers
4. Unawareness about the company or the products.
5. The customers may be reluctant to give accurate information.
6. The changes of giving false and malicious information by the customer.
7. Time-taken for the study is not sufficient to collect the complete & full-
fledged data from customers.
8. Sample size is too small to cover the complete information.
9. Busyness of the customer while giving the answers
10. Unawareness about the company or the products.
11. The customers may be reluctant to give accurate information.
12. The changes of giving false and malicious information by the customer.

6

RESEARCH METHODOLOGY
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
methodology.

RESEARCH METHODOLOGY AND SAMPLING DESIGN:

DATA BASE

The study is based up on the two methods.

1. primary data

2. Secondary data.

DATA COLLECTION:

The data collected is basically primary in nature.

SOURCES OF PRIMARY DATA :

The major source of primary data include respondents and research experiments.
Respondents represent by far the most important source of primary marketing data.
Marketing decisions are characterized by the fact that they always involve in one way
or the other, prediction of the behavior of the market participants bait consumer ,
industrial user, market intermediately, competitor,. Decision as diverse as product
introduction, price or channel modification, determination of advertising budget or
reallocation of sales territories would require forecasting of the behavior of one or
more of the above groups.

They study respondents therefore characterizes most marketing situations.
The type information’s that may be collected form respondents may include data on
past behavior, extent of knowledge, attitudes and opinions, socio- economic
characteristic and life style data.

7

The methods used for collecting data are :

1. QUESTIONNAIRE METHOD

2. INTERVIEW METHOD

QUESTIONNAIRE METHOD:

The questionnaire method is descriptive in nature. The type of questionnaire
used in the project is structured and non- disguised from. The structure questionnaire
usually produces more reliable result. To reduce the influence of the change in
interview to result into different phrasing of questionnaire, and through different
answers to record. The structured questionnaire produces more reliable results.
Questionnaire was personally administered to the respondents for the collection of
primary data.

The reasons for using questionnaire method are to get required information.

QUESTIONNAIRE DESIGN

A questionnaire is prepared using different scales and different types of question in
order to get the required class. The survey is limited within the twin cities of
Hyderabad & Secunderabad
Number of question : 20
Type of question : Multiple choices

8

INTERVIEW METHOD:

The interview method is exploratory method. Some respondent were interviewed a
part from questionnaire to accumulate additional information, which increase the
validity and precision. The questions put to them were those that were not in
questionnaire, the questionnaire put to the interviewee intended to obtain information
suggestive to study the project.

SAMPLE SIZE:

The Dealer’s survey was undertaken with reference Asian paints performance in the
market. The survey was conducted at the dealers place and retail outlets.

Out of total 25 respondents, 15 were surveyed in Hyderabad , 10 were surveyed in
Secunderabad.

The following points were considered in selecting the sample for the study:

1 . Sample size was restricted to 25

2. A random sampling method was adopted.

3 . The questionnaire was administered personally for every respondent.

SECONDARY DATA :

The secondary data, the company’s annual report and various brochures and
pamphlets of various models of air conditioners manufactured by the company were
taken in to consideration which was to great help to the study.

PERIOD OF STUDY:

Period of study is 45 days, from the date 1st January 2009 to February 2009. The study
is the twin cities i.e. Hyderabad (A.P) and Secunderabad.

9

SAMPLI NG TECHNIQUES:

Sample specification: The entire potential Dealer’s

Population : Individual

Sample unit : 25

Sample size : Simple Random

A sample size of 25 respondents was selected on simple random sampling basis and
the target respondents were the individual Dealers.

Any respondent who was found to be dealing with other than Asain paints brand was
discarded from the survey.

10

CHAPTER – 2

REVIEWOFLITERATURE

11

REVIEW OF LITERATURE # 1

GOLDBOOK 2010

ASIAN PAINTS : 'We plan to have customized colors for consumers'

Friday, March 05, 2010

Manish Choksi, chief, Corporate Strategy, and
CIO, Asian Paints joined the paints major in 1992. He is a member of the Management
Board of the Asian Paints Group responsible for new business, corporate planning, and
information technology across the Group. He has seen his company through successful
ERP and SCM initiatives, and spearheaded adoption of new information technology
solutions across the extended enterprise. In a chat with VOICE&DATA, he talks about his
company's foray into services such as painting, décor, home improvement solutions as
well as new initiatives. Excerpts

Which new technologies will be deployed by Asian Paints to reduce cost and increase
employee productivity?
At Asian Paints, we always make sure the technology that we implement is cost effective
and increases employee productivity. We have deployed SAP R3, i2 supply chain
planning suite, ERM employee platform formula management, product lifestyle platform,
and so on. It is very essential for adopting new technologies, since IT is an enabler to
service retailers. Also, the supply chain effectiveness has helped to capture more of the
enterprise platform. The i2 software, which was deployed nearly in 2001, has helped to
increase productivity from 3 tons to 8 tons.

How is telecom making business more competitive?
Considering today's competitive scenario, it is essential that organizations have the best
technology in place to ensure good results. We at Asian Paints deploy technology that
connects the entire field-force across all our branches in the country as well as globally.

12

Manish
Choksi
chief,
Corporate
Strategy,
and CIO, Asian
Paints

To ensure connectivity we have provided laptops and PDAs in the retail sales force areas.
Laptops with data cards are a key driver for enterprises. We have implemented VSAT,
which is an early adopter in far-flung locations.

Asian Paints has about ninety offices in India and thirty globally. How are they
connected?
Typically, all the offices are connected through MPLS, VSAT, and radio, but the
preferred medium is landline. Ninety percent of our offices have MPLS and we use radio
strategically where last mile connectivity is required. We have VSATs for our operations
in rural areas and there is a back up of two VSATs in every location of operations.

How much investment is ideally pumped in every year for IT/telecom
infrastructure?
Since technology is a key factor for the growth of any organization, it is essential that we
put in place the best technology. The total investment is about less than a percent, which
is close to 0.8% of our annual net turnover. When you compare this with the global
standard, it's very less. The global standard generally is 1.6% of sales that is invested for
infrastructure year-on-year. However, in India it is significantly less; sometimes even less
than half a percent, since it entirely depends upon the kind of upgradations we do.

How does the IT function ensure consistent service across all channels?

13

We have a properly planned process, which ensures accurate execution of sales,
marketing, and delivery. We also evaluate how IT can be effective, and our philosophies
are far more flexible

What vendor management strategies do you follow?
Our biggest requirement is that we expect our vendors to be competent enough to be able
to forge a long-term partnership. We do not look for a vendor for a short period of time.
All our partnerships-large platform applications such as SAP, i2, and so on-have been
long-term. While selecting a vendor, we spend a lot of time understanding their roadmap,
their fit with our strategies, their fit with our IT architecture, and so on. After a careful
selection, we make sure that we implement the technology efficiently. The process does
not stop here, we make sure that the future roadmap is in our interest and it has the
capability to take us forward.

In some cases we have looked at the best-of-breed, especially in areas where we have
been laggards, in terms of utilization and maturity. In such cases, we tend to partner
vendors who have the required capabilities, so that we have some kind of synergy and
cost benefits. For that, we have created IT and the support infrastructure.

What technology initiatives have you taken on the customer service front?
Serving the consumer is our main priority, and some of the initiatives include getting
colors of customers' preference. We would want to expand this to the retail front through
our Web offerings and our dealers. We also plan to have customized colors for
consumers, wherein they can choose and make colors of their own. Currently, we have
this facility only in metros and some big cities but our plan is to provide it across all
towns and cities of India; for this we will leverage our offices and widen our dealer
network. The second key initiative is for managing the customer service front and
addressing customers' complaints and issues related to support. The dealers are our
customers, but it is becoming more and more important to serve the end-consumers, and
address their problems.

What is the biggest challenge for you as a CIO?
The traditional challenge would be to put in place a continuous mechanism by which I can
come up with initiatives that deliver business value. When you provide a support function

14

for the company, you continuously need to worry about the business value. It remains a
challenge.

Other challenges would be to explore how IT can transform the business, and provide
value. And, to build an innovative IT and telecom infrastructure to maintain the standards
of the organization.


Tuesday, March 17, 2009
Asian Paints: Every Color Tells a Story
Brand : Asian Paints
Company: Asian Paints
Agency: O&M

Brand Count : 211

Asian Paints is the market leader in the highly fragmented and highly competitive Rs
7750 crore ($1.73 Bn) Indian paint Industry.The organized sector constitutes around
Rs 5400crore ( $1.2 Bn).
Asian Paints started its journey in 1942 with four young men in a garage in Bombay.
The name Asian Paints was picked randomly from the telephone directory. The brand
has traveled from that garage to become a Rs 1000 crore brand.From 1968 ,this brand
occupies a premium position in the Indian Paint industry.

The story of the evolution of Asian Paints as a brand is interesting. The brand now has
an iconic status in the industry thanks to some blockbuster big ideas from O&M. The
brand once positioned as a mass market brand has evolved itself to a higher plane.

Indian paint industry can be broadly divided into two segments
a.Decorative segment which constitutes the wall paints : exterior and interior, wood
paints etc
b.Industrial segment which consists of automotive paints, and paints for industrial

15

sector.
Decorative segment constitutes around 75 % of the total paint industry and Asian
Paints is the market leader with around 44% share. In the Industrial segment, Nerolac
is the market leader.

In the decorative segment, it is interesting to see how Asian Paints have changed the
buying process of the product like paints.Paints are usually considered to be a low
involvement product. In earlier times, the decision of the brand was taken by the
builder/contractor and the home owners does not involve much in the process may be
the decision of color rest with the house owners.
Asian Paints realized the need for brand building even during sixties. But at that point
of time, the company had a wide range of brands/subbrands. The focus of the
company was on product innovation and service network and managing quality
proposition.

the brand focused on mass and rural market. Asian Paints had a mascot called Gattu
who was created by the celebrated cartoonist R K Laskhman.These efforts made the
brand a leader during the late sixties.

Then the company realised that although volume justified the leadership position,
share of mind for the brand was very low.That was the result of the mass
segmentation adopted by the brand. Rightly so because the industry was driven by
channel driven promotions, building a brand at that time was" uncommon sense".
During 1983, the company tried to reposition the brand as a premium brand. Asian
Paints initiated the corporate campaign aimed to position the company as the number
one player in the industry.The objective was to upgrade to a more margin premium
product marketer .The corporate campaign " Spectrum of Excellence" was aimed to
increase the Salience of the brand in a quiet market.

But this campaign failed to inspire any interest in the consumers and the company felt
that the market is moving towards a commodity market where price is the most

16

important differential. Asian Paints undertook a consumer research aimed at
understanding the perception of consumers about the product category. The research
revealed lot of interesting insights. Consumers felt that paints could change the mood
of the space and it was a sign of festival and plenitude.It could make a gloomy place
bright and pleasant. From this insight came the campaign of Asian Paints associating
itself with festivals. Research also confirmed that customers tend to repaint their
houses on the occasion of festivities. Thus born the campaign "Celebrate with Asian
Paints". The campaigns were carefully crafted and there were different campaign for
different regions. These campaigns effectively enhanced the brand equity of Asian
Paints and established itelf as a premium brand. More than that , these campaign
ensured an emotional connect with a brand in a low involvement category.The brand
also phased out many subbrands and rest of the subbrands was brought under Asian
Paint's umbrella brand.
During the late nineties the brand had to be reinvented. Because no longer festivities
formed an important part in ones life. Since many brands went after festival
seasons,the positioning platform has become cluttered.More over the consumer
buying behavior has changed. The category was becoming less seasonal. People
started associating more importance to home decor and interiors. The choice of color
became a high involvement decision. From a low involvement category, paint was
increasingly becoming a high involvement category.
The brand also went in a brand overhaul. The logo was changed to a contemporary
upmarket one designed by Entreprise IG based in Singapore.The logo/design was to
convey self expression, sophistication and Technology.

Thus came the birth of a wonderful positioning strategy created by O&M. The insight
was that the brand is about people and homes and homes reflect the people living in it.
Hence " Har Ghar Kuch Kehta Hai" translated to " Every Home has a story to tell".
This campaign is a perfect example of a brand laddering up and connecting to a
higher level in the mind of the customer. The campaigns reinforced the brand as a
premium emotional brand.
Along with the campaign Asian Paints also ran parallel ads for its subbrands. Saif Ali

17

Khan endorsed the premium brand Royale .For Apex Ultima, the campaign was
highly localized and was different in different market.
View Asian Paints ad here : Pongal :Saif Ad
Taking a cue from the success of Ghar campaign , the brand took ownership of the
COLOR. The insight is that each color has a story to tell. The latest campaign reflects
on the color and uses the campaign " Har Rang Kuch Kehta hai" translated to "Every
color has a story to tell".The brand is so serious about the color that it has tied up with
IIT to explore new colors and conduct research on colors.
Asian Paints is a classic branding story and the brand is still exploring and growing.


http://www.indiahousing.com/asian-paints.html

Asian Paints Ltd. was established in 1942. More than half a century down the lane,
today Asian Paints is India's leading paint company. The name Asian Paints itself is
used as a synonym to home painting solutions. Asian Paints enjoys the maximum
paints market share in India since 1868. In Asia, Asian Paints holds the third position
and it is only going to get higher.

The global operations of Asian Paints are taken care of by their subsidiaries Berger
International Limited, Apco Coatings, SCIB Paints and Taubmans. Asian Paints along
with PPG Inc, USA is one of the leading manufacturers of automotive coatings in the
world. Industrial coatings market is catered to by Asian Paints Industrial Coatings
Limited. To touch the realm of powder coatings, Asian Paints Industrial Coatings
Limited has reached a tie-up with Protech Chemicals that is a world giant in powder
coatings

18


Asian Paints to install more tinting machines

Our Bureau

MUMBAI, Aug. 28 , 2008

ASIAN Paints India Ltd, currently having the largest installed base of tinting
machines in the country, will install a further 650 tinting machines by the end of this
fiscal year, Mr Ashwin Choksi, Chairman, Asian Paints India Ltd, said.

19

Mr Choksi was speaking to reporters after the company's AGM here today. ``We are
in the process of tying up with banking institutions for financing costs related to
equipment and the installation of these tinting machines at the dealers,'' he said, not d
isclosing, however, the names of the banks being spoken to.

With this, the total number of tinting machines of Asian Paints would go up to 2,750.
The company had already incurred an expenditure of Rs 90-100 crore on the
installation of 2,100 tinting machines, Mr Choksi said.

A company official said that a three-way agreement wherein the bank bears the initial
costs of installation of the tinting machines and the dealer in turn pays the bank, was
under study.

``This way, the costs will not be reflected in the company's balance sheet,'' he said.
Previously, Asian Paints used to bear the initial cost, which the dealer would pay up
by way of lease arrangements.

Replying to a query on the recent marketing arrangement between Jenson &
Nicholson and Snowcem, Mr Ashwin Dani, Vice-Chairman, Asian Paints India Ltd,
said that the company was waiting and watching the reactions from the market.

Under its `Utsav' brand aimed at the rural market, Asian Paints will be launching two
products making it the umbrella brand. ``We will be launching Utsav Acrylic
Distemper and Utsav Enamel under the umbrella brand Utsav and `Tractor Emulsion'
under the T ractor brand,'' Mr Choksi said.

Utsav was launched in April this year primarily targeting the rural and semi-urban
markets.

The company would also be launching a water-based enamel under the Apcolite
brand, Mr Choksi said. He was hopeful that with good monsoon, the paints market
would show signs of getting out of the slump.

Asian Paints has a market share of 26 per cent in the overall paints market and a 50-
55 per cent market share in the decorative segment.

20

At the AGM of the company here today, Mr Ashwin Choksi, Chairman, Asian Paints,
said that the company has a projected capital expenditure of Rs 65 crore for the
current fiscal.

Pic.: (Right) Mr Ashwin G. Choksi, Chairman, Asian Paints, and Mr M.L. Bansal,
Secretary, at a press conference in Mumbai on Tuesday.

Picture by Shashi Ashiwal

CHPTER III

COMPANY PROFILE

21

COMPANY PROFILE OF ASIAN PAINTS
Asian Paints (AP) is the market leader in the Indian paint industry, commanding a
market share of 38 per cent in decorative paints and 33 per cent overall in the
organised sector. Its annual sales turnover exceeds Rs 1,300 crore, way ahead of all
the competitors in the industry. In profits too, AP is far ahead.
Asian Paints 's market leadership in the decorative paints segment can be grasped
correctly when we. take note of the relative position of the various players in the
industry. Whereas Asian Paints has a market share of38 per cent, its nearest rival,
Goodlass Nerolac.commands a share of just 14 per cent. All others have only less than
10per cent. Such an achievement by a company that.
is wholly Indian in capital, management and technology, and in an industry
historically dominated by multinationals is certainly a commendable feat.

How did AP achieve this success?
Asian Paint’s success is the combined result of its strong corporate and marketing
strategies. Maximum credit should, however, go to its marketing strategy. Within
marketing, it was distribution excellence that took Asian Paints to the enviable
position that it holds today in the Indian paint industry. This study explains Asian
Paints’s distribution strategy

22

MILESTONES OF ASIAN PAINTS
• Asian Paints becomes the 10th largest decorative paint company in the world
• Asian Paints is more than twice the size of its nearest competitor
• It is one of the most admired companies in India
• Present in 22 countries with 27 manufacturing locations, over 2500 SKU's,
Integrated SAP - ERP & i2 - SCM solution
• Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by
Hindu Business Line; Most admired company to work for by ET-BT survey,
2000
• On the recommendations of Booz, Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International business units and
adopted SCM and ERP technology
• Asian Paints aims to become the 5th largest decorative paint company in the
world
• The family-owned company makes the transition to a professionally managed
organisation.
• Asian Paints embarks on an ambitious grassroots marketing campaign,
partnering with thousands of dealers in small towns all over India.
• Asian Paints emerges as India's leading paint company ahead of any
international competition.
• Asian Paints touches a turnover of Rs. 3, 50,000, with an innovative marketing
strategy "to reach consumers in the remotest corners of the country with small
packs."
• Armed with little knowledge and great determination, Champaklal H.
Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get
together to manufacture paint in a garage on Foras Road, Bombay. They name
their company 'The Asian Oil & Paint Company', a name that they picked
randomly from a telephone directory.

AWARDS & RECOGNITION

23

• Awarded the "Sword of Honour" by the British Safety Council for all the paint
plants in India. This award is considered as the pinnacle of achievement in
safety across the world.
• Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best
Small Companies of the world' in 2002 and 2003 and amongst the top 200
'Under a Billion Firms' of Asia in 2005.
• Ranked 24th amongst the top paint companies in the world by Coatings World
- Top Companies Report 2006.
• The Asset - one of Asia's leading financial magazine ranked Asian Paints
amongst the leading Indian companies in Corporate Governance in 2002 and
2005.
• Received the Ernst & Young "Entrepreneur of the Year - Manufacturing"
award in 2003.

PRODUCT PROFILE-

Give your walls an awe-inspiring look. It is simple, convenient and with a little help
from our selector options, you can create magic on your walls.

Product Name: Asian Paints Apex Stretch
Description:
Cost Range: Mid-Range
Finish: Rich Sheen
Availability: Available through Asian Paints Project Sales Only.
• Products information sheet
• Available colour shades

24

Product Name: Asian Paints Apex Textured Exterior Emulsion
Description:
Finish: Rich Sheen
Availability: Available through Asian Paints Project Sales Only.
• Products information sheet

Product Name: Asian Paints Apex Ultima
Description:
Cost Range: Premium
Finish: Rich Sheen
Availability: Across all Colour World Dealers.
• Products infomation sheet

25

Product Name: Asian Paints Ace Supreme Exterior Emulsion
Description:
Cost Range: Economy
Finish: Matt
Availability: Mumbai Only

Product Name: Asian Paints Apex
Description: Apex Weatherproof Exterior Emulsion is a water-based 100% acrylic,
exterior wall finish. A high performance, long-lasting exterior paint specially
formulated to withstand extreme tropical conditions of high rainfall, humidity and
heat, Apex provides excellent resistance against the growth of algae and fungi on the
walls. It offers excellent protection against alkali and UV degradation too.
Finish: Rich Sheen

26

Product Name: Asian Paints Ace
Description: Ace Exterior Emulsion is a water-based exterior wall finish suitable for
dry to moderately humid climatic conditions. It offers excellent resistance to chalking,
cracking and weathering in comparison to Cement Paint. Ace gives cleaner shades
which do not fade and last longer. Ace offers good anti-algal performance in dry to
moderately humid climatic conditions.
Cost Range: Economy
Finish: Matt

Asian Paints’ sound marketing has earned it strong brand equity. To quote Asian
paints Managing Director: 'We have been able to build strong brand equity for our
products by focusing on features that are appreciated by customers, ensuring that our
products are of high and consistent quality. Offering a wide range of shades and
packs, and ensuring that our products are available
Wherever and whenever required, by building a strong distribution system.'
Its brands tractor, Apcolite, Utsav, Apex and Ace are well entrenched in the
market.

27

And Asian Paint's logo,'Gattu', the impish boy, with the paint tin and brush,
symbolises one of the most recognized and most prosperous mascots in Indian
business!

All this has earned the company a place among the world's leading paint
manufacturers.
Asian Paint is the winner 01the 1995 corporate performance award by the Economic
Times and Harvard Business School Association of India. It actually received the
award twice within a decade.

DEALER AND ASIAN PAINTS

Asian paints is not just about a paint product or an industry. It is a
complete solution to the customers to make their homes beautiful.
When a dealer or a distributor is facilitated will sure wonderful
creations and concepts of innovation and idea generation , it will add
to the dealer’s optimum sales over the counter.

Creative concepts and Innovation to enhance sales of the products

Colour Matchmaking

28

Colour plays an integral part of the décor. It has the ability to alter the perception of
space in many ways - by enhancing a beautiful detail, by subduing an undesirable
feature, by imposing scale or by simple compensating for the lack of architectural
character.
So when you think of colours and shades for your home, think in terms of
• Creating a mood and ambience
• Choosing colours by the function of the room
• Shades by the size of the room
• Experimenting with colours to enhance or detract the shape of the room
• Complementing the furniture inside the room
• Fabric and flooring to define a theme

They defined some colours that could work with the look you want to create. By
describing effects, one can use the imagination and fill in the blanks to let home
reflect the character –

• The highest colour in the colour spectrum, explore more of Violet here
• Click here to check out which room would be best suited for Peaches and
Oranges
• Take a closer look at the magic Red will create in your space
• Check out where and how Beiges and Browns can liven up your space

COLOUR SHOPPE

Colour Next 09 Kit

Colour Next 2009 – the latest colour trends for 2009.

29

ColourNext 09 is a celebration of colours born out of imagination and research. It's
the outcome of a comprehensive trend mapping exercise conducted by Asian Paints
across India, taking into account a variety of factors like international trends,
consumer insights and expert opinions. Information from all these sources are then
analysed to forecast design themes & colour palettes for the year ahead.
The Colour Next 2009 Trend Book gives dealers and customers all the information
that they need about Colour Next 2009 with actual colour swatches. A complete
package that gives your walls a new look!

Home Book Colour Next 09

Colour Next 2009 – the latest colour trends for 2009.
ColourNext 09 is a celebration of colours born out of
imagination and research. It's the outcome of a comprehensive trend mapping
exercise conducted by Asian Paints across India, taking into account a variety of
factors like international trends, consumer insights and expert opinions. Information
from all these sources are then analysed to forecast design themes & colour palettes
for the year ahead.
The Colour Next 2009 Homebook depicts actual roomshots, suggested colour
combinations and theme walls for each trend. Give your walls a makeover as per the
latest trends with the homebook. This really helps the Dealers and the customer to
have hands perception about home decoration.

Imagine Wall Fashion

Imagine Wall Fashion – dramatic, stylish wall themes that
transform your home, even if you alter nothing else in it.
A string of bells turn a room Indian, abstract patterns
make it modern, a spray of flowers make it dreamy, and ornate designs give it a
sophisticated feel. Along with the themes, our designers have picked accessories and
chosen the kind of lighting that would create the perfect ambience.

30

Imagine Exteriors: Exterior Colour Guide

AP’s choices of exterior colours for homes, are really an
expression of thier personalities. Asian Paints are always
looking at making this process of creating more beautiful
exteriors more interesting and simpler for its customers
The Imagine Exteriors book showcases a number of new
and exciting colour combinations that you can use for your home. Just pick your
favourite colour combination and flip to that section to see the different possible
combinations. These have been carefully selected by architects and designers to
ensure that they suit different architectural styles of homes across the country.
So pick your colour family and get into the world of exterior colour combinations,
which will make your home look extra special. Happy Painting.

Interior Colour Guide & Exterior Colour Guide Combo

Colours give the essential character to any space.
Choosing colours for your home and making the right combination without the right
guides can be a long confusing process.
Here is a great combination of guides from Asian Paints, for interiors and exteriors
of your house.
The Interior Colour Guide helps you zero in on the right
colours through an easy-to-navigate structure based on
basic colour families. Here's where you'll find 7 unique
combinations for each colour family to choose from. You
can compare and see how the same room setting looks
distinctly different with deeper, medium or lighter tones of
the same colour family. A total of 77 colour combinations are waiting to be
discovered, in this book.
The Exterior Colour Guide: Imagine Exteriors book showcases a number of new and
exciting colour combinations that you can use for your home. Just pick your
favourite colour combination and flip to that section to see the different possible

31

combinations. These have been carefully selected by architects and designers to
ensure that they suit different architectural styles of homes across the country.
So pick your colour family and get into the world of exterior and interior colour
combinations from this set, which will make your home look extra special.

Kids World Chalkboard & Glow Paint Combo

Bring your child's room alive with magic! Here is a
combination set for Kids World Themes by Asian Paints.
The Chalkworld book is a collection of 6 wall designs, which will bring your child's
room and imagination alive. Represented in the form of a small story, the book takes
the child on an enchanting journey through the 6 themes and thus gets him involved.
All the designs shown are made from bright fluorescent paint which adds the right
colour to the walls. They also introduce the unique chalkboard concept for the first
time in the country.
Chalkboard paint that lets your child's imagination run loose and lets him express
himself on the walls without spoiling them. Thus while he unleashes his creative
genius on the walls, you can have your peace of mind as the walls will not be spoilt.
The book also has stencils, contests and school labels which will keep your children
involved. Choose a theme, get the wall painted and let loose your child's
imagination.
The Gloworld book creates magic on the walls of your child's room. Using a set of 9
specially designed themes for walls, the book gives you a range of options for kids'
rooms.
The book opens with 'DreamKid' - a character who takes your child through a
mystical journey and on the way introduces all the themes, so don't be surprised if by
the end of the book your child is already decided on the right look for his room. The
book contains bookmarks that glow in the dark, exciting contests and personal space
at the end of the book, the book is a perfect companion for your children.

Colour Palette

32

We bring to you 1320 facets of colour palette. The range
offers 60 soft hues of pastels to the versatile range of 1200
melange shades. Stylish and bold statements can be made
without being said. Shades are accents that let your wall say
it all.

Interior Colour Guide

Colours give the essential character to any space.
Long known for their power to influence moods and emotions, colours also help in
making us feel healthy and energetic every day.
Choosing colours for your home and making the right combination without the right
guides can be a long confusing process.
Thus here, in this first-of-its-kind guide from Asian Paints, we have illustrated how
you can achieve striking effects in every room by using the right colour
combinations.
We either have a certain colour in mind, which we want to see in our house or a
certain mood that we want to create. This guide helps you zero in on the right colours
through an easy-to-navigate structure based on basic colour families.
Here's where you'll find 7 unique combinations for each colour family to choose
from. You can compare and see how the same room setting looks distinctly different
with deeper, medium or lighter tones of the same colour family. A total of 77 colour
combinations are waiting to be discovered, in this book.
In the last section we present combinations with metallic shades. They are our most
recent offerings that are setting new trends in Indian homes.
A comprehensive collection of some of the best colour combinations across 10
families and even metallic colours, this book is a must have, while decorating your
home interiors.

33

Kids World Book - Chalkboard Paint

The Chalkworld book is a collection of 6 wall designs,
which will bring your child's room and imagination alive.
Represented in the form of a small story, the book takes the
child on an enchanting journey through the 6 themes and
thus gets him involved. All the designs shown are made
from bright fluorescent paint which adds the right colour to the walls. They also
introduce the unique chalkboard concept for the first time in the country.
A paint that lets your child's imagination run loose and lets him express himself on
the walls without spoiling them. Thus while he unleashes his creative genius on the
walls, you can have your peace of mind as the walls will not be spoilt. The book
gives a host of options to ensure that your kids' room not only looks good, but also
becomes a learning center for them. Using all shades of blue, green, pink, it creates
the right ambience for both boys and girls. It also has stencils, contests and school
labels which will keep your children involved. Choose a theme, get the wall painted
and let loose your child's imagination.

Kids World Book - Glow Paint

Bring your child's room alive with magic! Get him Asian
Paints Glow - a paint that glows in the night! Using the
glow concept, the Gloworld book creates magic on the
walls of your child's room. Using a set of 9 specially
designed themes for walls, the book gives you a range of
options for kids' rooms.
The book opens with 'DreamKid' - a character who takes your child through a
mystical journey and on the way introduces all the themes, so don't be surprised if by
the end of the book your child is already decided on the right look for his room.
The book uses fluorescent, chalkboard and glow paint from Asian Paints and applies
them in innovative theme patterns - Submarine, Rockstar, Butterfly, etc. With

34

bookmarks that glow in the dark, exciting contests and personal space at the end of
the book, the book is a perfect companion for your children.

Royale Play Décor Guide

Walls are no longer walls.
They are an expression of your individuality, your persona,
your tastes and preferences. They can be as different as you
are.
Bring some adventure into decorating your walls by experimenting with Royale Play
- special effects paint by Asian Paints.
Royale Play Décor Guide showcases the six standardized set of special effects -
Sponging, Ragging, Brushing, Combing, Spatula and Colorwash and the colour
combinations available in all 6 effects.
This booklet demonstrates not only the wonderful effects you can create to jazz up
your walls but also the accessories and furniture that best complement each other.

Royale Play Metallics Décor Guide

Give your walls a metallic tint with Metallics by Royale
Play.
You could use one of our six effects to create opulent
texture. Choose from shades of gold, silver and copper and
combine them with one of our wide range of metallics colour combinations available
in this booklet to create a stunning look.
Royale Play Metallics is a translucent special effects paint that gives two tone effect
that add visual depth and dimension to your walls. The finish obtained is a soft &
smooth metallics texture that is easy to maintain.
Royale Play Metallics Décor Guide showcases the six standardized set of special
effects - Sponging, Ragging, Brushing, Combing, Spatula & Colorwash

35

CHAPTER – IV

DATA ANALYSIS
36

AND
INTERPRETATION

Q 1. How long you have been associated with Asian Paints?

Rating Respondent Percentage

0-5 Years 03 20%
5-10 Years 05 33%
10-20 Years 05 33%
More than 20 years 02 14%

37

INFERENCE

From the above table it is clear that out 15 respondents, 03 respondents are associated
with asian paints from last 5 years, 05 respondents are associated with asian paints
since 10 years, 05 respondents are associated with asian paints since 20 years,
remaining 02 respondents are associated with asian paints since more than 20 years.

Q.2 Do you receive material from Asian Paints within 24hrs.(read 24
hrs. for Upcountry) of placing the order at the godown (Note : please
exclude peacks + month ends).


Yes 10 66%

No 2 14%

Can’t say 3 20%

38

Receiving material with in time

INFERENCE

From the above table it is clear that out 15 respondents, 10 respondents are receiving
stock with in 24 hrs, they are satisfied with the service of the company, 2 dealers are
not receiving stock with in 24 hrs, 3 respondents satisfaction with stock delivery is
average.

Q.3 It does not require more than 2-3 attempts to reach someone
over the telephone at Asian paints godown /office?


Yes 3 20%
No 12 80%

To reach over the phone with in 2-3 attempts

39

20%

Yes
No

80%

INFERENCE

From the above table it is clear that out 15 respondents, 3 respondents are feeling that
it is required to reach the people in Asian paints and 12 respondents gave feedback is
there getting the line in one attempt. Hence the service of Asian paint is prompt and
attentive.

Q.4 Do you always receive a courteous / friendly response from the
telephone operators?


Always 4 27%
Sometimes 3 20%
Most of time 6 40%
Not at all 2 13%

40

Receiving response from company people

INFERENCE

From the above table it is clear that out 15 respondents, 4 respondents receiving
friendly response, 3 are sometimes, 6 are most of the times and 2 respondents are not
receiving a friendly request. The staff at the Asian paint is courteous and service
oriented

Q.5 Do you get a satisfactory response to your queries on stock
availability / accounts / dispatch status etc. whenever you call Asian
paints godown.

Yes 9 60%
No 2 13%
Can’t say 4 27%

41

Response to queries

INFERENCE

From the above table it is clear that out 15 respondents, 9 respondents are getting
satisfactory response, 2 respondents are not getting and 4 respondents are getting
average satisfaction from Asian paints godown.

Q.6 Do you receive the Account Statement within the 5 of next month
for all the dealing with Asian paints?


75-100% 6 40%
50-75% 5 33%
25-50% 4 27%

42

INFERENCE

From the above table it is clear that out 15 respondents, 6 respondents are getting the
statements within the time, 5 respondents are receiving at delay and 4 respondents are
not getting on time. Hence there is transparency and accuracy in the account
management in concern with the dealers.

Q.7Do you receives hard copies of Credit Notes / Debit Notes within
15 days of being uploaded.

Yes 10 67%
No 5 33%

43

INFERENCE

From the above table it is clear that out 15 respondents, 10 respondents are receiving
all type of copies with in time and 5 respondents are not getting files in time.

Q.8 Do you receive credit for MRV / L&B / Tokens with 15 days of
registering my claim.

Yes 11 73%
No 4 27%

44

Receiving Credit for MRV / L&B/ Tokens in time

Yes
No

INFERENCE

From the above table it is clear that out 15 respondents, 11 respondents are getting
claims within 15 days and 4 respondents are not getting the claims with in time.

Q.9 Scheme Credit Notes are uploaded in you Account within 15
days of scheme closure.


Always 4 27%
Sometimes 3 20%
Most of the time 6 40%
Not at all 2 13%

45

Credit notes are uploaded with in time

Not at all
Always
13%
27%

Most of
sometime
the time
s
40%
20%

INFERENCE

From the above table it is clear that out 15 respondents, 4 respondents are getting all
scheme accounts always, 3 of them are getting sometimes with in15 days, 6
respondents are getting most of the time and 2 respondents are not getting within
time.

Q.10 Do you receive scheme gifts within 15 days of scheme closure.


Always 5 33%
Sometimes 3 20%
Not at all. 1 7%

46

Receiving scheme gifts with in time

7%
33% Always
Sometimes
40% Most of the
20% Not at all

INFERENCE

From the above table it is clear that out 15 respondents, 5 respondents are getting all
scheme gifts always, 3 of them are getting sometimes with in15 days, 6 respondents
are getting most of the time and 1 respondent is not getting within time. Hence the
company is maintaining and rewarding the dealers apart from their regular business
relations.

Q.11 Are you satisfied with the Quality of Gifts offered by APL through
Dealer Schemes.


Yes 13 87%
No 2 13%

47

Satisfaction with gifts offered by APL

13%

Yes
No

87%

INFERENCE

From the above table it is clear that out 15 respondents, 13 respondents are satisfied
with quality of gifts and 2 respondents are not satisfied.

Q.12 The Scheme working is clear / easy understand and calculations
correct?


Yes 6 40%
No 5 33%
Can’t say 4 27%

48

INFERENCE

From the above table it is clear that out 15 respondents, 6 respondents are feeling that
the scheme working easy to understand, 5 respondents feeling that it is not easy to
understand and 4 respondents feeling is average on scheme working. Hence the
company needs to work on its scheme strategies on more and transparent nature for
the mutual benefit of the dealers and the company.

Q.13 How many customer visit your place in search of Asian Paints
Products.


50-100% 12 80%
0-50% 3 20%

49

Customers are visiting shops in search of APL products.

50-100%
0-50%

INFERENCE

From the above table it is clear that out 15 respondents, 12 respondents are observing
out 100 %customers 80 members purchasing asian paints, 3 respondents feeling is 20
% customers don’t wants to purchase asian paints.

Q.14 How often they Visit your Counter?


Daily 1 7%
Weekly 7 47%
Monthly 5 33%
Once in 6 months. 2 13%

50

INFERENCE

From the above table it is clear that out of 15 respondents, only 1 respondent is daily
visit them, 7 respondents are visited weekly, 5 respondents are visit monthly, and just
2 respondents are visit once in 6 months. This is on average basis.

Q.15 Do you have sufficient stock to supply to your customers?


Yes 8 53%
No 3 20%
Can’t say 4 27%

51

Stock availability

27%

Yes

53% No
Can't Say
20%

INFERENCE

From the above table it is clear that out of 15 respondents, 8 respondents are clearly
said that they have sufficient stock to supply to their customers, only 3 respondents
are said that they have not sufficient stock to supply to their customers and 4
respondents are can’t say ant thing.

Q.16. which category of Asian paints move faster according to your
observation?


Exterior Paints. 3 20%
Interior Paints 8 53%
52

Enamal and 4 27%
Varnishes

INFERENCE

From the above table it is clear that out 15 respondents, 3 respondents observation is
that the exteriors sale percentage is low, 8 respondents observations is interiors are
doing well in the market and according to 4 respondents observations enamels
category is also doing well.

Q.17 Does the Asian paints Color shade machine and equipments
help you to guide your customers regarding the right choice of
painting scheme for their place?


Always 6 40%

53

Sometimes 4 27%
Not at all. 2 13%

INFERENCE

From the above table it is clear that out of 15 respondents, 6 respondents are said that
color shading machines have helped them to guide and take right choice of painting, 4
respondents are said that they guided only some times, 3 respondents are said that the
machines are guided them most of time in taking right choice, and only 2 respondents
are said not at all.

Q.18 Do you think that Asian paints is better compared to other
brands in the paint Industry?


Always 4 27%

54

Sometimes 3 20%
Not at all. 2 13%

INFERENCE

From the above table it is clear that out 15 respondents, 4 respondents are said that
asian paints are always better than compare to other brands, 3 respondents are said
that asian paints are only few times it is better than compare to other brands, 6
respondents are said that asian paints are better than compare to other brands most of
time, and only 2 respondents are said not at all.

Q 19 Do you agree Asian Paints is better than competitors in terms of
servicing.

Yes 13 87%

55

No 2 13%

Service of APL is better than competitors

14
12
10
8
6
4
2
0
Yes No

INFERENCE

From the above table it is clear that out 15 respondents, 13 respondents feeling is
Asian paints products are better than competitors and 2 respondents feeling is
competitors also doing well. Hence Asian paints have an competitive advantage over
its competitors.

56

CHAPTER -5

FINDING
AND
SUGGESTIONS

FINDING AND SUGGESTIONS.
FINDINGS-

1. Asian Paints is the leading brand in the paint industry preferred by many
Dealers

2. Its quality, quantity, and pricing are appreciated as assumed by its dealers.

57

3. Its channel management to reach every corner of the country is evident with
its continuous growth formula.

4. It is evident that it is able to create a separate identity for itself and grab
potential consumers and market share in the paint industry.

5. Its performance in terms of sales growth is on higher end as compared to its
competitors are more satisfactory of its dealers.

6. It has established itself as a leading brand in the paint industry.

7. By providing a good service and support system with new and innovative
ideas to sell its products, the company is maintaining a healthy company –
dealer relationship.

8. Its variety products have captured every consumer’s heart and it making
waves in the paint industry.

SUGGESTIONS-

1. We suggest that Asain Paints should focus its sales rate in the rural areas, as it
is branded as a class quality product.

2. It has to improve its supply chain, putting its efforts to reach the corners of
every state.

3. It should plan for more assistance for providing high end sales for its
consumers.

CONCLUSION-

Asian Paints (AP) is the market leader in the Indian paint industry, commanding a
market share of 38 per cent in decorative paints and 33 per cent overall in the
organised sector. Its annual sales turnover exceeds Rs 1,300 crore, way ahead of all
the competitors in the industry. In profits too, AP is far ahead.

58

Asian Paints 's market leadership in the decorative paints segment can be grasped
correctly when we. take note of the relative position of the various players in the
industry. Whereas Asian Paints has a market share of38 per cent, its nearest rival,
Goodlass Nerolac.commands a share of just 14 per cent. All others have only less than
10per cent. Such an achievement by a company that.
is wholly Indian in capital, management and technology, and in an industry
historically dominated by multinationals is certainly a commendable feat.
Then the company realised that although volume justified the leadership position,
share of mind for the brand was very low.That was the result of the mass
segmentation adopted by the brand. Rightly so because the industry was driven by
channel driven promotions, building a brand at that time was" uncommon sense".
During 1983, the company tried to reposition the brand as a premium brand. Asian
Paints initiated the corporate campaign aimed to position the company as the number
one player in the industry.The objective was to upgrade to a more margin premium
product marketer .The corporate campaign " Spectrum of Excellence" was aimed to
increase the Salience of the brand in a quiet market.

59

ANNEXURE

ATTACHMENT-1
DEALER’S QUESTIONNAIRE
(This Questionnaire has been made on the bases of the original Questionnaire
provided by the Asian paints Company to assess their relationship with their
dealers)

Dealer Name :
Occupation :
Age :
60

Gender :
Ph No :

Q 1. How long you have been associated with Asian Paints?
0- 5 Years
5-10 Years
10 – 20 Years
More than 20 Years
Q.2 Do you receive material from Asian Paints within estimated time from
placing an order?

Yes
No
Can’t say
Q.3 Does not require more than 2-3 attempts to reach someone over the
telephone at Asian paints godown /office?

Yes
No
Q.4 Do you always receive a courteous / friendly response from the telephone
operators?
Always
Sometimes
Most of the Time
Not at all.
Q.5 Do you get a satisfactory response to your queries on stock availability /
accounts / dispatch status etc. whenever you call Asian paints godown.
Yes
No
Can’t say

Q.6 Do receive the Account Statement within the 5 th of next month for all the
dealing with Asian paints
75-100%
50-75%
25-50%
0- 25%

61

Q.7 Do you receive hard copies of Credit Notes / Debit Notes within 15 days of
being uploaded.
Yes
No
Q.8 Are you offered promotional schemes to enhance sales over the counter?
Always
Sometimes
Most of the Time
Not at all.
Q.10 Do you receive any scheme gift or any recognition or award after the
scheme closure.
Always
Sometimes
Most of the Time
Not at all.
Q.11 Are you satisfied with the Quality of products and the service support
system provided to Dealers?
Yes
No
Q.12 Do you think that the Scheme working is clear / easy understandable and
calculations correct?
Yes
No
Can’t say

Q.13 How many customer visit your place in search of Asian Paints Products.
75-100%
50-75%
25-50%
0- 25%

Q.14 How often they Visit you?
Daily
Weekly.
Monthly
Once in 6 months.

62

Q.15 Do you have sufficient stock to supply to your customers?
Yes
No
Can’t say
Q.16. which category of Asian paints move faster according to your observation?
Exterior Paints.
Interior Paints.
Enamal and Varnishes
Distempers
Q.17 Does the Asian paints Color shade machine and equipments help you to
guide your customers regarding the right choice of painting scheme for their
place?

Always
Sometimes
Most of the Time
Not at all.
Q.18 Do you think that Asian paints is better compared to other brands in the
paint Industy?

Always
Sometimes
Most of the Time
Not at all.
Q.19 Do you agree Asian Paints is better than competitors in terms of servicing.

Yes
No

63

BIBLIOGRAPHY

BOOKS
Book Name Author Publication Revised addition
Marketing Philip Kotler

64

Management
Customer C.N.Sontakki Kalyani Publishers 2006
behavior
Marketing C.N.Sontakki Kalyani Publishers 2006
management

ARTICLES

Name of the Article Author Source of the Article
Asian Paints: Every Color
Tells a Story Unknown Business Today

Asian Paints to install
more tinting Unknown Business Line
machines

WEBSITES

Search Engine Link and Source Code
Asian paints.com
Google
Google

65

555

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (18)

Similar to 555

Similar to 555 (20)

555