Rohit Kumar conducted a winter internship with AkzoNobel India to identify potential customers in the repainting industry in Navi Mumbai. He surveyed societies to understand their current paint usage and market size. Rohit analyzed the data, identified key customer preferences, and recommended marketing strategies to promote AkzoNobel's new PUMA product and capture more of the repainting market. His experience included negotiating with security guards for leads, using apps to provide instant demos, pitching to change customers from Asian Paints to AkzoNobel, and visiting over 200 societies in 30 days.

1. AkzoNobel India
Winter Internship Presentation
By
Rohit Kumar
Shailesh J. Mehta School of Management,
Indian Institute of Technology Bombay, Mumbai

2. Executive Summary: Defining Objective
To identify the potential customers in repainting industries in terms
of projects, societies
Conduct a survey regarding their current status in the market
in Vashi, Narul, Koperkhairne, Seawoods, Airoli, Ghansoli
Promotion of new product (PUME)
Survey reports and analysis of data
Sales pitch and client meeting in the societies
Market size analysis during the current year and the next year
in Navi Mumbai
Recommendation and Cost analysis

3. Present in India for over 100 years and a significant player in the Paints industry. Over the years,
it witnessed sustained expansion, growth and transformation. In 2008, Akzo Nobel N.V. became
owner of the entire equity share capital of Imperial Chemical Industries Ltd., by virtue of which
the Company became a member of the AkzoNobel Group. Akzo Nobel India manufactures and
markets paints, coatings and specialty chemicals. In 2012, three AkzoNobel Group companies in
India, namely, Akzo Nobel Car Refinishes India Private Limited, Akzo Nobel Chemicals (India)
Limited, Akzo Nobel Coatings India Private Limited got merged with Akzo Nobel India Limited,
thereby expanding the Company’s presence in a wide range of coatings covering Decorative,
Powder, Marine & Protective, Automotive & Aerospace, Coil & Specialty Plastics.
Dulux is its most popular brand of its Decorative coatings business while the Performance
Coatings business provides solutions to many industries and sectors including automotive,
consumer electronics, power, aviation, shipping & leisure craft, construction, oil & gas, water &
waste water, food & beverages, etc. Its chemicals business in India sells more than 30 products
grouped under organic peroxides, metal alkyls and Polymer additives to pharmaceutical
companies, polymer producers, composite & rubber industry. Every year we try and introduce
new products in India to further strengthen our position as an innovative specialty chemicals
company.
About AkzoNobel India

4. Products in Exterior coating
Dulux Weathershield Ultra clean
Dulux Weathershield SunReflect
Dulux Weathershield Projects
Dulux Promise
Dulux Weathershield Max 1. Protects exterior walls from patches of dampness in addition to algae and fungus
2. Covers hairline cracks and prevents water ingress
3. Solar reflect technology, keeps inside temperature less by almost 5 degree
4. Superior dust resistance
1. Acrylic based paint, helps in heat build-up inside the building
2. Keeps the surface temperature up to 5 degree cooler
3. Anti-fungal and anti-algal formulation that prevents black spots. Preserves colour
1. Anti-fungal and anti-algal formulation that prevents black spots. Preserves colour
1. Provides resistance against chalking, peeling and weathering
2. Anti-algal/ anti-fungal compounds to fight against algae and fungus growth
Product Name Speciality Price (Rs)/quantity (litre)
3000/ 20 litre
4200/20 litre
Top coats
1. UV cross Linking molecule makes top layer tough hence offers resistance to dirt
2. Prevents algae and fungus formation, keeps black spot away
3. Comes with Special guard technology that resists shade-fading
6200/20 litre
5800/20 litre
4000/ 20 litre
Appx. Coverage
1000-1200 sqft/ 20
litre
1000-1200 sqft/ 20
litre
1000-1200 sqft/ 20
litre
1000-1200 sqft/ 20
litre
800-1100 sqft/ 20 l
Pre deco
Dulux Alkali block primer Penetrates well into wall, seals powdery surface, prevents chipping down of paint
Product Name Speciality Price (Rs)/quantity (litre)
3100/20 litre
ICI Exterior Acrylic Primer Superior hiding and superior topcoat adhesion 2250/20 litre
Appx. Coverage
2000-2200 sqft/20l
1800-2000 sqft/20l

5. New Product : Weathershield Next Gen PUMA
Product Details
Film Composition:
Pigment: Light fast Non-
Lead/ Chrome Pigments
Binder: Acrylic
Copolymer Latex
Solvent: Water
Dilution: 250ml water/Litre
paint
VOC: 15-45 gm/litre
Dry film thickness:
75-90 microns
Coverage: 50-60
sqft/litre (smooth
surface) and 30-45
(textured surface)
Cost: Rs 7200/ 20 lit
• Weathershield Next Gen, a water-based polyurethane, ultra
high grade exterior wall paint catering to the professional
segment including architects, structural consultants and
developers.
• Developed using an innovative new generation PUMA
technology that combines the high performance of solvent
based polyurethane coatings with the low VOC content of
water based emulsions.
• Long lasting protection to the exterior walls for up to 10 years as
compared to 3-5 years that is offered by regular exterior
emulsions.
Warranty Structure
Alkali block primer
Exterior Acrylic Primer
Next Gen PUMA
Weathershield MAX
10 year Warranty
Alkali block primer
7year Warranty
8 year Warranty
Any one of the above Weathershield Ultra clean 7 years warranty
Any one of the above Weathershield Sun Reflect 5 years warranty
Weathershield MAX
The warranty is against: Anti-fungal, Anti paint peeling, Color fading

6. Cost Estimation
Estimating Surface area and cost of painting the building
Assumption Number of stories 5
Assumption Height of floor 10 ft
Assumption length of building 50 ft
Assumption width of building 30 ft
Total surface Area 11500 SqFt
Assumption 40% buffer area
Net surface area to be painted 16100 Sqft
Alkali bloc
Primer
Amount of Pre coating
required (liter) 160
Cost (Rs) 24800
Weathershield
MAX
Amount of top coating
required (litre) 16
Cost (Rs) 99200
Total expense coating cost (Rs) 1,24,000

7. Questionnaire of the survey
Name of Re-painting CHS
Address
Name of the Chairman/ Contact No
Name of the Secretary/ Contact No
Phone No. of Society
Email Id
1. The approximate potential of the building
2. When was the last time building was painted
3. Approximate repainting Cycle
4. Who are the Brand Decision Maker / Influencer (Company/contractor/PMC)
5. On what parameters do they select a paint (price/quality/durability/brand, water proofing/warranty/ past experience/
availability)
6. What is the experience about present paint Brand (good/satisfied/not satisfied)
7. If yes, then what were the reason of dissatisfaction
8. Which of the following services do you expect from AkzoNobel India Ltd (preview/ testimonial/methodology/customized shades)
9. Would they like to be associated with AkzoNobel India to for painting job
10. Were they aware about new specialty paint applications available with the company
11. If yes, then which : Company & Brand
12. What were the key features / parameters the customer looked for while deciding the Paint Company.
13. If the customer was aware of the Preview services provided by the company
Soft copy of the questionnaire has been attached with the email
• The questionnaire comprised of both
open ended and closed ended
questions
• Response were recorded on meeting
with the committee member of the
society or the contractor

8. Area Wise distribution
Airoli
• Sectors visited = 6, 7,8,9, 19, 20A ; Potential = 650,000 SqFt; Average repaint cycle = 8.23 years;
• Number of societies expected to be painted
• within 6 months = 70%
• After 6 months = 30 %
Ghansoli
• Sectors visited = 4,5,6; Potential = 400,000 SqFt; Average repaint cycle = 7.66 years ;
• Number of societies expected to be painted
• within 6 months = 80 %
• After 6 months = 20 %
Koperkhairne
• Sectors visited = 20; Potential = 300,000 SqFt; Average repaint cycle = 6.75 years;
• Number of societies expected to be painted
• within 6 months = 25%
• After 6 months = 75 %
Nerul (E)
• Sectors visited =17, 18A, 19, 19A, 21, 22A,23, 27; Potential = 2,200,000 SqFt; Average repaint cycle = 7.21 years;
• Number of societies expected to be painted
• within 6 months = 60%, Hottest sector= 17
• After 6 months = 40%
Vashi (E & W)
• Sectors visited = 14, 15, 16, 16A, 17, 29 & 40,42,42A,44,44A,46A,48,50(old,new); Potential = 1,100,000 SqFt; Average repaint cycle =8.4& 7.75;
• Number of societies expected to be painted
• within 6 months = 46%; Hottest sector= 29, 42A, 48
• After 6 months = 54 %

9. Data analysis and inference from the data collected
0 2 4 6 8 10
Narul east
Vashi East
Vashi West
Airoli
Ghansoli
Koperkhairne
Location
Series1
Average Painting cycle
Major Parameters of
selecting the paint :
Quality, brand, price,
warranty
Major brand maker /
influencer was:
The committee
chairman/ secretary
and the contractor
Almost 75% population
knows about the
preview facility offered
by the Company but
very few knew about
the specialty paint.
**Data report has been attached as a separate file.
0
10
20
30
40
50
60
70
0-6 7 to 12 >12
Period of time (in months)
Market %
Market %

10. Driving Sales
Ahead
Contractor/
Designer
Applicator Retailer Sales team Influencer
Give new exclusive
offers to the
contractors so that
use our products for
their various projects.
- Painter
workshop to
let them try
new designs &
get
comfortable
with them
- Take Online
orders & on-
board painters
- Touch & feel
experience via Feature
wall sample
- Conduct events in
Colour Ideas stores
located near to target
customer segments
- Start retail outlets in
Malls where other
décor items are
available
Educate
retailers on
how weather
shield is
different &
show retailer
to effectively
display
designs to the
customers
- Friends
- Social media
- Advertisement
- Blogs
- Magazines
- Android Apps
- Website
- Sales manager
pitch
Interaction between consumer decision journey and channel partners
Consumer type Consider Evaluate Buy Advocate
Silver spoon Rolls out tender for the contract. Depends on
contractor for the procurement of the paint
Can buys from
any dealer
Contractor
Rising star Quality of the product
and longevity
Hires consultants for the
brands recommendation
and quantity
May call the
Dulux sales
manager for
services
Consultant
Aam aadmi Friends, TV serial,
shops, online apps
Review of friends, Painters
check for cost and quality
Self, May call
sales managers
Strong word of mouth,
friends circle, Cold calls
ConsumerDecision
Journey
AligningChannelPartners
After meeting almost 200 consumers, and Contractor I found that
consumers know Dulux but do not find it when required
Primary Research
Stakeholder Touch Points
Perceptions to change
Customer
AkzoNobel India is a
very good brand. But
we don’t hear about it
a lot, so using Asian.
Contractor
Dulux is perceived as
costly. Sometimes
customer specifically
ask to use Asian Paints
Customer
We rolled out the
tender. Nobody turned
up hence we finalized
with Asian Paints.
Being a renowned
brand, society member
might also not pose
any concern
Aligning channel partners for Project market
Dulux ha strong hold in Navi Mumbai. However perception
need to be changed a bit

11. Concerns associated with
Repainting market
Solution
Finding Leads
Delay in
showing
preview to the
customer
Brand Image Weak marketing;
People know the
brand, still go for
Asian Paints because
of strong presence
Being a sales
manager of a area it
becomes difficult to
get a clue of the
market.
Employing Trainees
will incur a lot of CTC
It takes min of 2 day
time to provide the
preview
Limited options for
the customer
Area of concern Problem faced
Problems and Suggested Marketing strategy
• My analysis said that
maximum leads came from
The security guards
• Contact security guards office
centrally and offer rewards
per conversion.
• This will save time as well as
cost incurred in finding leads
• We will also not breach any
tender deadline
• We may cut in our marketing
expanses which is around 30%
of the revenue.
• We need to go for brand
visibility. Aggressive ad
campaigns
• Focus aggressively on interior
paints. This helps in building
personal contacts with the
customer. Word of Mouth.
• Every body goes online today in
Metro city at least. Build good
image on social media. Viral
Pan-scan videos.
• Mobile games for kids. Brand
visibility among parents
• Campaigns with tagline : “आप
सपने सजाओ, हम आपके सपनो
को सजायेंगे“
• Ambush Marketing: ‘We are
not just Asian, but world leader
Royale
• We can use visualizer app for instant preview
• Gives customer more option to browse through
• Instant decision possible
• Also target small bungalows
• Follow up the hot sites
• Collaboration with e-retail
websites like housing.com. We
can offer our products to the
people who are looking for a
new house
• Ads at eating joints on weekends

12. My experience
Negotiating
Security
guards for
contact
numbers
Used Dulux App
“Visualizer” to
give LIVE demo
to the customer
&
Educate people
about the app
Pitching for
the new
product ”Next
Gen PUMA”
Using google
Maps for least
walking hence
minimizing
travel time
Arranged
Contact
numbers from
letters in the
letter box.
Collate
number of
watchman
suppliers in
Mumbai
Pitched for the
product, to
change
customer’s mind
from Asian Paints
to ANI
B2B and B2C
Meeting with
the society
committee and
contractors
Knowledge of
the Navi
Mumbai area &
Communication
routes
Complaint
handling
Cold calling
Visited more than
200 societies and
talked to them in
the span of 30
days
Distributed
contact in
more than
150 societies

13. Exhibit
Sample truck Advertisement

14. Thank you !! 