Nerolac Marketing Mix
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Kansai Nerolac is a subsidiary of Kansai Paint CP Ltd Japan established in 1920. It is the largest industrial paint and third largest decorative paint company in India with primary operations based in Mumbai. The company focuses on three segments: home owners, professionals, and industrial. It has national presence in India and overseas subsidiaries in Nepal, Bangladesh, and Sri Lanka. A SWOT analysis identified strengths in pricing, marketing strategies, product range and technology, while weaknesses included lower market share and environmental consciousness. Opportunities exist in niche markets, online opportunities, and rural areas, while threats include competitors, climate change, and raw material scarcity/costs.
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Nerolac Marketing Mix
- 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. 2
- 4. STP Segmentation ◎ Demographic: Income Age ◎ Geographic: Weather Conditions Urban & Rural ◎ Psychographic: Health conscious Luxury conscious ◎ Behavioural: Decision Roles Medium & Heavy User Targeting Positioning 4
- 5. SWOT Analysis 5 • 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 6 • 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
- 10. EXPERIENCE, LEARNING AND OUTCOME 10
- 13. Thanks! Any questions? You can find me at @username & user@mail.me 13