1. PROJECT REPORT
ON
BRANDING AND
PROMOTION OF
DECOTOUCH PAINTS
Submitted To:- Submitted By:-
KNS WORLD MANAGEMENT ABHISHEK KUMAR KESHRI
COLLEGE, GURGAON PGDM 4TH
TRIMESTER
1
2. PROJECT REPORT ON
BRANDING AND PROMOTION OF
DECOTOUCH PAINT LIMITED
SUBMITTED BY
ABHISHEK KUMAR KESHRI 01/KNSWMC/12
UNDER THE GUIDANCE OF
KRISHNA KANT MISHRA
(ASST. GENERAL MANAGER, DECOTOUCH PAINT LTD.)
Submitted to:
Department of management in the partial fulfillment for the
Post Graduate diploma Program in
MANAGEMENT
(Dual specialization in Marketing and Human Resource)
KNS WORLD MANAGEMENT COLLEGE
Approved by AICTE & Ministry of HRD, Govt. of India
Gurgaon, Haryana
August 2013
2
4. ACKNOWLEDGEMENT
We would like to thank our guide KRISHNA KANT MISHRA (ASST. GENERAL
MANAGER, DECOTOUCH PAINT LTD.) for their support, advice, and encouragement
throughout the project. From simple to complex problems that seemed impossible to
solve, our advisors were always able to provide sound advice and often an elegant
solution for chaotic combinations of problems. And for showing trust and confidence in
us and assigning us such task to perform, this enhanced our knowledge and gave us the
best experience.
“To be in the right direction at right speed you require a spark and you can travel all
through your destination. The spark is the initiation of the path to your destination.”
Special thanks to Mr. RAHUL MAKHIJA (MANAGER, DECOTOUCH PAINT LTD.)
and Ms. NEHA CHAUHAN (ASSISTANT PROFESSOR, MANAGEMENT
DEPARTMENT). The coordinator of this project who helped us in our every problem
either it is complex or it is simple.
.
4
5. Abstract
This report analyses the strategies in Branding and promotion of the Decotouch paints
Limited. Decotouch is becoming one of the most recognizing companies in paint
manufacturing industry in our country. This report has covered almost all the strategy in
Branding and promotion of Decotouch paints for marketing its product. It also includes a
brief profile of the company. To know the strategy of the company it also includes the
product categories and the distribution channel of the company. The objective of this
report is to enhance branding and promotion as well as identify and analyze marketing
strategies of Decotouch paints (Broadly). We have used both the Primary sources of data
and Secondary sources of data. The data has been collected through some non structured
questionnaire. The limitations to get the proper information were Time barriers, Intension
to not disclose the information Rules and regulation etc. The vision of the company is to
remain as the benchmark in the Paint industry. Being an innovative and technology
driven Company consistently delivering world-class products ensuring best consumer
satisfaction through continuous value added services provided by highly professional and
committed team. Their mission is to increase the turnover by 100% in the next five years
and remaining socially committed ethical company. Production of paints and coatings is
the core business of Decotouch. It produce a wide range of paints including
decorative/architectural paints, industrial coatings and powder coatings. Decotouch paints
Limited operates its business in a competitive environment with national organizations.
At present the company holds 9% market share. It’s clearly indicated that Decotouch
paints Limited is in the improving position among all other competitors in the paints
industry .The majors participant of the paints industry are ; Asian Paints, Dulux paints
Berger paints, Nerolac paints, Shalimar paints, etc. Among this company only Asian
Paints and Berger paints are multinational and others are all local producers. Being an
Intern I worked at Decotouch paints Limited. I really enjoyed the job during my
internship program. I had to conduct market survey, field visit and dealing with the
dealers of different Paints companies. Marketing strategies of Decotouch paints Limited
is built on STP – Segmentation, Targeting and Positioning. Decotouch discovers different
needs and groups in the market place, target those needs and groups that it can satisfy in
the superior way and then position its offerings, The shade cards in Decotouch Color
Bank stores are merely indicative of the amazing choice Berger Color Bank can give you.
The rest is up to your imagination and your fingertips. Every Decotouch Color Bank store
has a computerized color tinting machine to help you choose and take home your own
shades from our world class range of paints. Availability of your chosen shades is always
ensured as the paint is created and dispensed by the machine before your very own
eyes.The company has effective distribution network all over the country. It has many
direct dealers. In addition, numerous secondary dealers operating in the outskirts of the
major markets are engaged in selling the products of the company.Berger is constantly
working to improve its products quality through comparative study and customer
feedback in order to maintain competitive edge. However, finally in this report there are
some suggestions and recommendations for making better strategy and removing lacking.
5
6. TABLE OF CONTENTS
1. INTRODUCTION 7
2. LITERATURE REVIEW 9
3. PRODUCT RANGE 18
4. MARKET RESEARCH ON DECOTOUCH PRODUCTS 24
5. BRANDING AND PROMOTION 26
6. MARKET PROMOTION STRATEGY 29
7. MATRIX OF DECOTOUCH PAINTS 31
8. SWOT AND ANALYSIS 35
9. CUSTOMER/CONSUMER SURVEY 36
10. CONCLUSIONS 45
6
7. INTRODUCTION
The company was established in the year 1997 with the name Diamond Retail Mart
Pvt. Ltd. It is a leading manufacturer & exporters of Building Products & Processed
Minerals. It’s an ISO-9001 Company. The Company has been well known in Domestic
market for its quality products especially Wall Putty, Plaster of Paris and Construction
Chemicals. The Company is also specialized in Processed Minerals.
Diamond Retail Mart Pvt. Ltd. is one of the frontrunners in delivering processed
minerals. It has been known as one of the leading manufacturers and suppliers in the
domestic market for the best quality of mineral powders. Their expertise in the concerned
area has enabled us to customize the products as per the client requirements. One of our
prime concern areas is to derive client satisfaction through all our endeavors. We ensure
our clients to get the best from our products. We also offer them technical support on
how to use our products in their respective industry for best results.
In 2008 the company starts its paints section with the name Decotouch Paints Ltd.
Decotouch Paints , a name known for innovation, technology, color range and quality
preferred work culture paint manufacturing industry. With head office in capital city
Delhi," Decotouch Paints" manufactures and markets a range of decorative & industrial
paint products under various product names and has its countrywide distribution network
of dedicated dealers.
The company has always motivated all who work with it. Improvements in the areas of
quality, innovation, product distribution, product advertising and relationship
management, continues to inspire and direct our growth activities today. As a result, we
are excelling at creating and selling products that preserve, protect, and beautify our
homes, building and structures - products that our customers desire and demand.
Our commitment to color inspires an ongoing search for the perfect hues, the ones that
lead our customers to exclaim “that’s my color". Our distribution network does more than
just sell our products, they provide the service and the tools that give customers
confidence about their product choices, their color selections, and their ability to get the
best results possible.
7
8. The plant of the company is in Alwar, Rajasthan and the head office is in Pitampura,
New Delhi.
1 About Company
Decotouch paints, a name for innovation ,technology, color range and quality preferred
work culture, is rapidly leading brand to capture the recognizing market share in paint
manufacturing industry it was started with name of diamond wall putty mart ltd. In year
1997 from Alwar, Rajsthan. And grow very fast in the putty industry it had capture the
putty market quickly, and company ware seen the very fruitful response of the diamond
putty then company had being more ambitious for the company growth than they were
thought about stared to the paint segment in the market so they were started a
company with the name of Decotuch Paints Ltd. In the year 2007-08. Decotuch is an ISO
9001-2008 certified company and its head office in Delhi.
Vision:
The vision of the company is to remain as the benchmark in the Paint industry
being an innovative and technology driven Company consistently delivering world-class
products ensuring best consumer satisfaction through continuous value added services
provided by highly professional and committed team.
Mission:
•To increase the turnover by 100% in the next ten years.
• It will remain socially committed ethical Company.
Objectives:
Decotouch paints Ltd is committed to add value to life to out performs the peers in
terms of longevity, customer service, revenue growth, earnings and cash generation.
Besides the company will be the employer of choice for all existing and future
employers. But it also tries to do best in the conjunction with activating the ultimate
objective of a business organization –Wealth Maximization.
Quality policy
We at Decotuch are committed to provide full satisfaction to our customer with respect
to quality, reliability and distribution. We shall achieve this gale by:
• Upgrading our technology continuously to meet expectation of customers.
• Planned training and development program for all the employees.
• Establishing a quality management system conforming to international
standareds.
• Developing a culture of “Always getting it right”.
8
9. : LITERATURE REVIEW
2.1 Paint and paint industries
Paint is any liquid having mastic composition which, after application to a substrate in a
thin layer, is converted to a solid film. It is most commonly used to protect color or
provide texture to objects.
Paints and the coatings industry consists of manufacturers of paints, varnishes, shellacs
and stains. It includes two distinct subsectors- decorative and industrial. The decorative
coating subsector depends heavily on the performance of the construction sector, whereas
industrial coatings are linked closely to the automotive, major appliance and industrial
equipment sectors.
Decorative coating includes interior and exterior house paints, primers, sealers, varnishes
and stains. They are sold to contractors and the general public through retail and
wholesale outlets as well as direct to large commercial accounts. A large and growing
portion of retail sales is through large chain such as wal-mart and home depot, largely in
the form of private-label brands.
Industrial coatings include automotive paints, can coatings, coil coatings, furniture
finishings and road-marking paints. Most of these products are sold direct to the end
user.
Paints and coatings are formulated products. The base material, known as the binder, is
the film-forming ingredient that largely determines the performance characteristics of the
coating. In the past, binders were natural products such as linseed or soyabean oils.
Today to achieve higher performance, almost all binders are synthetic polymers. The
binder is compounded with fillers to extend the product, pigments to impart color and
solvents to control viscosity. Small quantities of a large number of other chemicals such
as thickeners, biocides, plasticizers, dispersants, defoamers, ultraviolet absorbers, driers,
emulsifiers and adhesion promoters, are added as required in each formulation.
Now talking about technology, although the manufacturing of paints and coatings
involves relatively simple processes, extensive knowledge and experience with the raw
materials as well as their formulation and compounding is essential. A few of the larger
coatings manufacturers are vertically integrated, producing resins, for captive
consumption. For other firms in the industry there is high degree of dependence on the
raw material suppliers for the introduction to the new technologies. The paint company
then assumes responsibility for formulation of these raw materials into coatings offering
improved performance. This aspect of formulation is where most paint companies derive
their competitive advantage- by designing and producing coatings to satisfy a particular
market demand. The role of new technology in determining a company’s competitiveness
9
10. is most pronounced for industrial coatings. In decorative coatings, there is higher degree
of similarity in the technologies used by all companies, and in this case product
differentiation is created through superior marketing and customer service.
Coming towards its threat i.e Volatile organic compounds (VOCs) in paint are considered
harmful to the environment and especially for people who work with them on a regular
basis. Exposure to VOCs has been related to organic solvent syndrome, although this
relation has been somewhat controversial. In the US, environmental regulations,
consumer demand, and advances in technology led to the development of low-VOC and
zero-VOC paints and finishes. These new paints are widely available and meet or exceed
the old high-VOC products in performance and cost-effectiveness while having
significantly less impact on human and environmental health.
SEGMENTATION OF INDIAN PAINT INDUSTRIES
INDIAN PAINT INDUSTRIES
Decorative segment Industrial Segment
Premium Range Medium Range Distemper Range Automotive Sector Consumer Durables
(High and Acralic (Enamel Paints) (Low End Paints) (About 2/3rd
share) Marine Paints and
Emulsions) other paints
Metros and Small cities Sub-urban and
Large cities Rural areas
10
11. REVENUE BREAKDOWN OF DIFFERENT TYPES OF
PAINTS
ENAMELS
INTERIOR
EMULSION
DISTEMPER
EXTERIOR
EMULSION
WOOD FINISH
Sales 49 19 17 12 2
0
10
20
30
40
50
60
Salesin%
Sales
This bar diagram show the consumption of different types of paints used in India last year
amongst which enamels paint tops the chart followed by interior emulsion and distemper whereas
wood finish and exterior emulsion are at the bottom position.
Now, if we talk about the Decotouch paints they do not manufacture enamels paint. Thus they
greatly rely on interior emulsion and distemper . Although it is third largest manufacturer of wall
putty in India after JK and BIRLA and its most of the revenue generated from it only along with
it it is doing better in other paint types. More over it is planning to manufacture the enamels paint
by the end of this year
11
12. 2.2 Company Profile
Decotuch paints, a name for innovation ,technology,colore renge and quality preferred
work culture, is rapidly leading brand to capture the recognizing market share in paint
manufacturing industry it was started with name of diamond wall putty mart ltd. In year
1997 from Alwar, Rajsthan. And grow very fast in the putty industry it had capture the
putty market quickly, and compay ware seen the very fruitful response of the diamond
putty then company had being more ambitious for the company growth than they were
thought about stared to the paint segment in the maket so they were satred a company
with the name of Decotuch Paints Ltd. In the year 2007-08. Decotuch is an ISO 9001-
2008 certified company and its head office in delhi.
Now Decotuch have a all acrylic paint, wood, metal and cement primer, wall putty white
cement plaster of paries (POP) and emulation etc. with the head office in capital city
DELHI.”Decotuch Paints” manufactures and markets arrange of decorative and industrial
paints products under various product name and has its countrywide distribution network
of dedicated dealers.
The company has always motivated all who work with it. Improvement in the areas of
quality. Innovation, product distribution, product advertising and relationship
management, continues to inspire and direct our growth activities today. As a result, we
are excelling at creating and selling products that preserve, and beauty our homes,
building and structure- product that our customers desire and demand.
Our commitment to color inspires an ongoing search for the perfect hues, that lead our
customers to exclaim” that ‘s my color”. Our distribution network does more than just
sell our products, they provide the service and tools that give customers confidence
about their product choices, there color selection, and their ability to get the best result
possible.
Vision:
The vision of the company is to remain as the benchmark in the Paint industry
being an innovative and technology driven Company consistently delivering world-class
products ensuring best consumer satisfaction through continuous value added services
provided by highly professional and committed team.
Mission:
•To increase the turnover by 100% in the next ten years.
• It will remain socially committed ethical Company.
Objectives:
Decotouch paints Ltd is committed to add value to life to out performs the peers in terms
of longevity, customer service, revenue growth, earnings and cash generation. Besides
the company will be the employer of choice for all existing and future employers. But it
also tries to do best in the conjunction with activating the ultimate objective of a business
organization –Wealth Maximization.
12
13. Quality policy
We at Decotuch are committed to provide full satisfaction to our customer with respect
to quality, reliability and distribution. We shall achieve this gale by:
• Upgrading our technology continuously to meet expectation of customers.
• Planned training and development program for all the employees.
• Establishing a quality management system conforming to international
standareds.
• Developing a culture of “Always getting it right”.
2.3 VARIOUS PRODUCTS OF DECOTOUCH
EXTERIOR CEMENT PAINTS (rasiya)
Exterior cem-paints is a waterproof cement paint which works against moister, heat and
delay causing bacteria. It is based on white portland cement and other additives. It is
specially formulated for smooth, buttery and consistent flow.
ACRYLIC EMULSION
EXTERIOR WEATHER GUARD
Decotouch weather defender exterior paint, water based 100% acrylic, exterior finish,
specially, humidity and heat. A high performance, long lasting exterior paint, which
provides exceptional resistance against the growth of algae and fungi on the wall as well
as against alkali UV degradation. It has unique feature of heat resistance technology that
enables the wall to breathe out moisture and eventually keeping your house upto 5
degrees cooler.
INTERIOR ACRYLIC (WASHABLE DISTEMPER)
Decotouch washable acrylic distemper, water based interior wall paint, giving an
attractive, delightful and long lasting matt finish. A special formulation with acrylic
copolymer binder, ensure shade retention for a long time. It’s fast drying result in quicker
completion of painting jobs.
INTERIOR ACRYLIC EMULSION
Decotouch interior washable acrylic emulsion a perfect product to give your walls a
luxurious, smooth and silky feel with a fresh look that lasts for years. This superior
13
14. quality acrylic copolymer based emulsion, is fast drying and exceptionally smooths
inflow and leveling.
PRIMER OF DECOTUCH
METAL PRIMER (RED OXIDE METAL PRIMER)
Red oxide metal primer a solvent-based economical anticorrosive protective for interior
and exterior, ferrous and non-ferrous work, including work.
WOOD PRIMER (WHITE WOOD PRIMER)
White wood primers are solvent-based economical primer for interior wood surfaces that
covers the wood grains and provide uniform surface for subsequent paints. It enhances
coverage of finishing paint besides improving enamel hold out property.
CEMENT PRIMER (WALL PRIMER)
Cement primer is water based protective prime suitable for used on wall application on
plastered, masonry, pop, limed or pre-painted surfaces. It is specially formulated to give
better adhesion on the surface with excellent interior adhesion
The weather cast is a water based primer which is suitable for exterior surface made of
special pigments. It ensures longer life of the entire pant system. This primer seeps
thought the permeable surface and seals it. Moreover this primer provides exceptional
whiteness opacity.
WALL PUTTY
The elegant décor of your home can easily be marred by the eyesore of flaking, ruining
even the expensive cast of paint on your walls. Decotouch wall putty offers you total
protection against flaking. As white cement-based putty, it binds strongly with the based
plaster, even if the surface is damp, and forms a protective based, it fills up the pores in
the walls and ceiling, giving you a smooth and dry surface for painting. With an effective
protection against flaking, you are assured of a good looking home for years to come.
PASTER OF PARIS (GYPSUM PLASTER)
Decotouch gypsum plaster is a super plaster with superior whiteness. Our white gypsum
plaster is with perfect blend of quality and high reliability.
14
16. WORKING OF AN DECOTOUCH PAINT PLANT
ENDUSER
MAJOR
PRODUCTS
MAJOR
INPUTS
Raw material(56%) +
Selling and administration
expenses(23%) +
Employee cost(12%)
employee
Decorative products:
Paint Emulsions, Cement
Paints, Washable Distemper
Industrial products:
Metal primer, Wood
primer, Wall primer, Wall
putty
Households and Construction
firms (70%) +
Consumer Goods
Mmanufacturers, industries (30%)
DECOTOUCH PRODUCT LINE
16
17. DECOTOUCHPAINTS
PRODUCTLINE
Ancillaries
1. Wall primer
2. Metal primer
3. Wood primer
4. Wall putty
DecorativePaints
1. Exteriorwalls
2. Interiorwalls
3. Emulsion
4. Distemper
5. Cementpaint
If we talk about the Decotouch paints product line, it is mainly characterized into two segment i.e
ancillaries which mainly comprises of primer and wall putty and the other one is decorative paints
which mainly comprises of wall paints, emulsion, distemper and cempaint. Decotouch is also
looking forward to expand its product line by manufacturing enamel paints
17
18. PRODUCT RANGE
Decotouch Paints:
• Exterior Acrylic Emulsion
• Exterior weather defender: Decotouch weather defender exterior paint, a
water based 100% acrylic, exterior finish, specially formulated to
withstand extreme tropical conditions of high rainfall, humidity and heat.
A high performance, long lasting exterior paint, which provides
exceptional resistance against the growth of algae and fungi on the walls
as well as against alkali and UV degradation.
• Exterior emulsion cool-n-cool: Decotouch cool-n-cool exterior paint,
formulated with unique pigments and additives, can withstand extreme
weather conditions. It has a unique feature of heat resistance technology
that enables the wall to breathe out moisture and eventually keeping your
house up to 5 degrees cooler.
Packing: Exterior acrylic emulsion comes in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.
18
19. • Interior acrylic emulsion
Decotouch interior washable acrylic emulsion, a perfect product to give your
walls a luxurious, smooth and silky feel with a fresh look that lasts for years.
This superior quality acrylic copolymer based emulsion, is fast drying and
exceptionally smooth in flow and leveling.
Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.
• Acrylic washable distemper
Decotouch washable acrylic Distemper, water based interior wall paint, gives
an attractive, delightful and long lasting matt finish. A special formulation
with acrylic copolymer binder ensures shade retention for a long time. It’s
fast drying results in quicker completion of painting jobs.
19
20. Packing: They come in 20kg, 10kg, 5kg of packs.
• Wood Primer
White Wood primers are solvent-based economical primer for interior wood
surfaces that covers the wood grains and provide uniform surface for
subsequent paints. It enhances coverage of finish paint besides improving
enamel hold out properties.
Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.
20
21. • Metal Primer
Red oxide metal Primer a solvent-based economical anti-corrosive protective primer
for interior and exterior, ferrous and non-ferrous metal work, including steel work.
Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.
21
22. • Cement primer
Cement Primer is water based protective primer suitable for use on wall applications
on plastered, masonry, POP, Limed or pre-painted surfaces. It is specially formulated
to give better adhesion on the surface with excellent interior adhesion.
Packing: They come in 20Ltr, 10Ltr, 4Ltr, 1Ltr of packs.
• Wall Putty
The elegant decor of your home can easily be marred by the eyesore of flaking,
ruining even the expensive coat of paint on your walls. Decotouch Wall Putty offers
you total protection against flaking. As white cement-based putty, it binds strongly
with the base plaster, even if the surface is damp, and forms a protective base. It fills
up the fine pores in the walls and ceiling, giving you a smooth and dry surface for
painting. With an effective protection against flaking, you are assured of a good
looking home for years to come.
22
23. Packing: It comes in two packs 20kg and 40kg (Industrial pack).
• Gypsum Plaster
Decotouch Gypsum Plaster is a superfine plaster with superior whiteness. Our white
Gypsum Plaster is with perfect blend of quality & high reliability.
23
24. MARKET RESEARCH ON DECOTOUCH PRODUCTS
Sample Size
For the market research our target audience is as follows :
• Paint Distributors
• Paint Dealers
• Painters
As we know that the main products of Decotouch are wall putty and decorative paints.
Wall Putty:
From our research the main leaders of wall putty are JK and Birla. These two
companies are the competitors of Decotouch wall putty in the market. Most of the
market share is covered by JK wall putty and Birla wall putty has also got a good
market position. But now Decotouch wall putty also make its market share and
compete with JK and Birla wall putty. The 50% of the market is taken by JK wall
putty, 35% is taken by Birla wall putty, 10% is now taken by Decotouch wall
putty and 5% is taken by other Companies.
The Market share chart for wall putty is
Paints:
From our market research the main leaders of Paints industry is Asian Paints. Asian
Paints is the leading company in the market. There are others companies also who are
good in the market like Berger, Nerolac, etc. These companies also have a good
market share in paints. Decotouch paints is the new entrant in paints industry and also
new in the market. Time required for Decotouch Paints to make a good position in the
markets. As per our market research 60% of the market share has been taken by
Asian Paints, 20% has been taken by Berger paints, 15% has been taken by Nerolac,
2% has been taken by Decotouch paints and the rest 3% has been taken by other
companies.
24
25. The market share chart for Paints is
Area Covered:
We covered most of Delhi/NCR region. In Delhi region we covered various
markets.
• North Delhi
• Pitampura
• Rani Bagh
• Rithala
• Center Delhi/Old Delhi
• Chandani chowk
• Chawari Bazaar
• Nayi Sadak
• West Delhi
• Moti Nagar
• Uttam Nagar
• Dwarka
We also covered the NCR region like
• Ghaziabad
• Ghanta Ghar Market
• Ambedkar Road
• Vaishali
• Noida
• Greater Noida
• Gurgaon
• Mg Rode
• Sahara mall
25
26. BRANDING AND PROMOTION
This portion covers the part what we have exactly done as a summer trainee. The very
first thing in our training was that we were given information about the history of
Decotouch paints company. Later on we were provided training regarding the various
products manufactured in the Decotouch paints. Its manufacturing unit is in Alwar, given
following things to create branding:-
• Brochure
• Palmlet
• Visiting cards
• Pad
• Price list of various products for NCR
• Rebate list
• List of products with its area coverage
• Colours mixture machine achieving criteria
Thus with the help of these things we have tried to do branding which helped the
company in the following issue:-
• Quality
• Transparency
• Long term (vision)
• Reasonable cost
• Promotion by painter’s meeting, motivating them to recommend customer and
hoardings
• Distribution channel
4.1 Market research and brand promotion
26
27. We (summer internship team) have done market research in Gurgaon and Ghaziabad
region. We meet mainly to the customers, dealers, retailers and painters to find the
viewpoints regarding paints what they prefer and why they use it. It may be the cost
factor, quality, stock availability, durability of product etc.
Sample size
Since our main job was to create awareness of the Decotouch paints in the Gurgaon and
Ghaziabad region, therefore the sample size, we have mainly chosen few areas of
Gurgaon as well as Ghaziabad.
Customer’s survey
We have meet to the customers and tried to find the view of them about the paints and
wall putty thorough the questionnaire and gathered the data. We found many of the
customers were inspired through the advertisement whereas some of the customers use to
take the painter’s view for the selection of brands they should use to decorate their homes
and office. There was one thing common that all customers want to get good quality at a
reasonable cost.
Dealer’s survey
In the Ghaziabad region Decotouch have a strong grip of the paint market and it is
growing very fast there but it have very loose grip in Gurgaon region. We went to
different dealers and asked them various questions, such as market share of paints
company, which brands customer prefer as well as why and which brand you want to sell
them, which brand have high market share. Than we promote our brand through the
sample, booklet, pamphlet etc.
Painter’s meeting
Decotouch arranged painters meeting in Ghaziabad, aim of this seminar were to attract
the painters towards Decotouch side and made them learn about the various benefits of
using Decotouch. After that, we had provided them Decotouch printed T-shirt, cap and
some other gift for promoting the Decotouch.
Thus on the basis of all above results, we have tried to figure out the various prospects of
company in terms of:-
• Marketing mix
• Distribution channel
27
28. • SWOT Analysis
• Porter’s five force model
• Boston Consultancy Group (BCG) Matrix
MARKETING MIX
PRODUCT
-Wall paints
-Metal primers
-Wallputty
-Wood primers
PRICE
-Penetrationpricing
-Celebrationfor middle segment
-Rasiyafor lower segment
PROMOTION/AVTERTISEMENT
-SWETATIWARI(Brandambassador)for all segment
-Newspaperad
-Hoarding/Flexboard
PLACE/DISTRIBUTION
-1 Plant
-4 Depots
-120 SKU'S
-1300 Retailers
-
4p's of
DECOTOUCH
PAINTS
28
29. The marketing mix principles are controllable variables, which have to be carefully
managed and must meet the needs of the defined target group.
The marketing mix of decotouch paints is very simple. If we look towards the product
strategy its mainly dependent on decorative paints, primers and wall putty. They mainly
follow the penetration type of pricing strategy in which they kept the price low to target
middle segment as well as lower segment customers. It has not too large distribution
channel and need to be very effective. And the last but not the least, its source of
promotion are newspaper ad, flex, painter’s meeting e.t.c.
MARKET PROMOTION STRATEGY
Dealer Visit:
For the promotions of Decotouch Paints we visit various paint dealers in different
markets. We visit the dealers and make them aware about the various products of
Decotouch Paints. We ask from the dealers about the customer taste and preference
towards the paints. Dealers also told us about the market position of various paints
companies.
Painter Visit:
We visited painter at the market for the promotions of Decotouch Paints. We met with the
painters and tell them about the products of Decotouch Paints and tell them about what
benefits they can get form the products like tokens for the painters, free gifts, etc. We
also got information from the painters that what are the customer needs and what
customer wants.
Distributor Visit:
We also visited distributors for the promotions purpose. We tell the distributors about the
lending price of various products of Decotouch Paints i.e. at what price they can get the
products of Decotouch Paints. We also tell them about the various schemes and offers
that they get from Decotouch Paints.
Note: We distributed various kinds of leaflets, booklets, brouchers, posters, etc of
Decotouch Paints to the dealers, painters, distributors, etc for creating awareness among
them.
29
30. FINDINGS/MARKET SURVEY
Market Trend:
The market trend of paints is divided into two categories i.e. for upper class and lower
class. Now the upper class prefers enamel paints and emulsions. While the lower class
prefers distempers. Most of the market is covered by the Asian paints.
Customer Taste:
Customer prefers the products according to the advertisements. Customer buys what
they see. Most of the customers buy the products according to the advice of the painters.
Some of the customers check the quality of the products. Customer prefers Asian Paints
the most because most of the advertisements are of Asian Paints.
Painter Taste:
Painters recommend Paints according to customer need. Sometimes Painters also see
their benefits in the packages of paints and others products and recommend that
products to their customers. Sometimes painters also see the quality of the products
because they are the only one who knows the quality of paints better.
RECOMMENDATIONS
• Decotouch Pints require more and more promotions.
• Decotouch Paints should provide various kind mercendise like pens, diaries, paper
weights, wall clocks, bags, etc. to the dealers and distributors.
• Decotouch Paints should have to provide T-shirts and brushes to the painters.
• Decotouch Paints should have to provide blank visiting cards of their company to
the dealers.
30
31. • Decotouch Paints should have to do various advertisements in newspapers, radio,
TV, etc.
• Decotouch Paints should open their outlets at various cities.
• Decotouch Paints should start painter motivational schemes like gifts.
BCG MATRIX OF DECOTOUCH PAINTS
The growth-share matrix or BCG-matrix is a chart that had been created in 1970 to
help corporations with analyzing their business units or product lines. This helps the
company allocate resources and is used as an analytical tool in brand marketing, product
management, strategic management, and portfolio analysis.Analysis of market
performance by firms using its principles has called its usefulness into question, and it
has been removed from some major marketing textbooks.
31
32. Decotouch Paints lays in Question marks (also known as problem children) quadrant i.e.
their business operating in a high market growth, but having a low market share. They
are a starting point for business. Question marks have a potential to gain market share
and become stars, and eventually cash cows when a market growth slows. If question
marks do not succeed in becoming a market leader, then after perhaps years of cash
consumption, they will degenerate into dogs when a market growth decline. Question
marks must be analyzed carefully in order to determine whether they are worth the
investment required to grow market share.
Marketing strategy of decoutouch
32
33. As we all of know about decotouch paints is faster growing brand in the paint industry.
Decotouch is mainly focus at the middle level income group customer because of the
fact that India is one of most populated country in the world and its 70% population
belongs to the middle level income group.
Decotouch provide to its customer international level quality at low price. Low price
strategy is main aim of company and motive of company is customer satisfaction so that
company always speculates the market through the survey, dealer & retailer meeting,
painters training and other promotional activities.
Comparison between Asian paints and decotouch paints
Asian paints does one of most known brand in the paints industry and it is very older
paints industry and its capital also very high.
Asian paint have mainly three types of acrylic paints product which is defined below.
Ultima - Ultima is one the Asian paint brand which mainly targets the high level
income group customers. Because of its high pricing strategy approx 20 ltr. bucket costs
5000 rupees. All type of customers cannot purchase ultima.
Apex – Apex is also product of Asian paint its target middle level income group. And
its price is 3500 rupees of approx 20ltr.
Ace – Ace is third types of Asian paints brand which mainly targets low level income
group customer which costs 2100 rupees.
Now we come to the decotouch paint, it quality is not of ultima but it provides the
quality apex at the price of ace (i.e Rs 2091).
Wall putty of decotouch
Decotouch also makes wall putty with name of decotouch wall putty. Wall putty is
mainly a combination of white cement and marble powder (doramite). Decotouch
makes white cement based wall putty. Its ratio of white cement and doramite is world
level having ratio 40% of white cement and 60% of marble powder which makes it a
very high level quality.
Marketing Strategy of decotouch wall putty
Painter is one of most valuable part of the paint and wall putty industry, so decotouch
start a scheme to attract the painters. Decotouch started to provide one dettol soap and
token worth of 55 rupees while other company does not provide dettol soap and their
token is also minimum as comparison to decotouch wall putty token.
Comparison between JK Wall putty, Birla wall putty and decotouch wall putty.
33
34. Factors JK Wall Putty Birla Wall putty Decotouch Wall
Putty
Price/20 kg bag Rs- 490 Rs 495 Rs- 400
Token Worth 17 Worth 19 Worth 55 + dettol
soap
Coverage area/kg 25-30 fit 25-30 fit 25-30 fit
Thickness of double
quote
1.5 mm 1.5 mm 1.5 mm- 1.75 mm
Ratio of white
cement and
doramite (marble
powder)
35% white cement
+65% marble
powder
38% white cement
+62% marble
powder
40% white cement
+60% marble
powder
Market research and brand promotion
We (summer internship team) have done market research in Gurgaon and Ghaziabad
region. We meet to customers, dealers, retailers and painters to find the view of paints
what they prefer and why they use it. May be cost factor may be price, quality, stock
availability, durability of product etc.
Data gathering Method
The needed primary data has been collected through some questionnaire. Besides, some
data has been collected by conducting in depth interview with The Area Sales Manager
(ASM) Ghaziabad, Nitin Singh
Customer’s survey
We have meet to the customers and tried to find the view of them about the paints and
wall putty thorough the questionnaire and gathered the data. We found many of the
customers were inspired through the advertisement whereas some of the customers use to
take the painter’s view for the selection of brands they should use to decorate their homes
and office. There was one thing common that all customers want to get good quality at a
reasonable cost.
Dealer’s survey
In the Ghaziabad region Decotouch have a strong grip of the paint market and it is
growing very fast there but it have very loose grip in Gurgaon region. We went to
different dealers and asked them various questions, such as market share of paints
company, which brands customer prefer as well as why and which brand you want to sell
them, which brand have high market share. Than we promote our brand through the
sample, booklet, pamphlet etc.
Painter’s meeting
34
35. Decotouch arranged painters meeting in Ghaziabad, aim of this seminar were to attract
the painters towards Decotouch side and made them learn about the various benefits of
using Decotouch. After that, we had provided them Decotouch printed T-shirt, cap and
some other gift for promoting the Decotouch.
SWOT ANALYSIS OF DECOTOUCH PAINTS
Strengths:
• Quality of products
35
36. • Low price high quality
• Hi tech buckets of paints
• Brightness of wall putty
Weakness:
• Less advertisement
• Less Promotions
• Awareness
Opportunities:
• Position in market
• Wall putty
• Rural markets
Threats:
• Asian paints
• JK wall putty
• Berger paints
• Birla white cement
• Nerolac
36
37. Customer/Consumer Survey
1) Can you remember any brand of paint?
a) Asian paints b) Dulux paints c) Decotouch paints
d) Berger paints e) Nerolac paints f) Shalimar paints
0
5
10
15
20
25
30
35
40
45
50
Asian
Nerolac
Dulux
Shalimar
Berger
Decotouch
2) Why you choose this brand?
a) Brand name b) Quality c) Other facility.
37
39. 0
2
4
6
8
10
12
14
16
1 to 3 7 to 9 above
12
Asian Paints
Berger
Nerolac
dulux
Decotouch
Shalimar
5) Which brand you used last time?
...........................................................................................................................
Asian
Berger
Nerolac
Dulux
Shalimar
Decotouch
39
40. 8) How you come to know about this brand?
a) Painter b) Advertising c) Reference d) Others
0
10
20
30
40
50
60
Painters
Advertisement
Reference
Others
9) Which brand is most effective?
0
5
10
15
20
25
30
35
40
percentage
Asian
Berger
Nerolac
Dulux
Shalimar
Decotouch
40
41. 10) Which facilities did you get?
a) Credit b) Transportation c) Discount d) Bonus e) Others
0
5
10
15
20
25
30
percentage
Credit
Transportation
Discount
Bonus
others
none
11) How do you take the decision for purchasing Paints?
a) Price b) Quality c) Previous Experience
d) Reference e) Self Judgment f) Available assortment
0
5
10
15
20
25
30
35
percentage
Price
Quality
Previous
Experience
Reference
Self Judgement
Available
assortment
41
42. 12) Which one attribute you prefer most?
a) Quality b) Cost/Price c) Availability
0
10
20
30
40
50
percentage
Quality
Cost/price
Availability
13) Do you know about color bank system?
( Yes ( No.
0
5
10
15
20
25
30
35
1st Qtr
Yes
No
42
43. 14) Do you have any experience of this system?
( Yes ( No
0
20
40
60
80
100
percentage
Yes
No
15) Which type of guidance do you expect from the company?
a) Provide details on recent development and products.
b) Educate on product features. c) Appraise on product suitability
d) Knowledge of sales discount. e) Budgeting while painting.
43
45. Customer/Consumer Survey
1) Can you remember any brand of paint?
a) Asian paints b) Dulux paints c) Decotouch paints
d) Berger paints e) Nerolac paints f) Shalimar paints
2) Why you choose this brand?
a) Brand name b) Quality c) Other facility.
3) Do you have any experience about painting?
( Yes ( No
4) How many times you have used this brand?
1—2—3—4—5—6—7—8—9—10—11––12
5) Which brand you used last time?
...........................................................................................................................
6) Did you face any problem with this brand?
( Yes ( No (if YES, then Question 7)
7) What types of problems you faced during your last experience?
a) Durability b) Reservation c) Mixing d) Availability e) Quality
8) How you come to know about this brand?
a) Painter b) Advertising c) Reference d) Others
45
46. 9) Which brand is most effective?
…………………………………………………………………………………….
10) Which facilities did you get?
a) Credit b) Transportation c) Discount d) Bonus e) Others
11) How do you take the decision for purchasing Paints?
a) Price b) Quality c) Previous Experience
d) Reference e) Self Judgment f) Available assortment
12) Which one attribute you prefer most?
a) Quality b) Cost/Price c) Availability
13) Do you know about color bank system?
( Yes ( No.
14) Do you have any experience of this system?
( Yes ( No
15) Which type of guidance do you expect from the company?
a) Provide details on recent development and products.
b) Educate on product features. c) Appraise on product suitability
d) Knowledge of sales discount. e) Budgeting while painting.
Name :- ....................................................................... Mobile No:-………………………
Address :-..................................................................................................................................
APLICATION FOR CERTIFIDE PAINTER
46
47. NAME :
ADDRESS:
DATE OF B
EXPERIENCE: (related to the work)
DEALER AND ADDRESS:
………………………………………….......................................
……………………………………………………………………………………………
……..
PREODUCTS USED / EXPERTISE
PRODUCTS BRAND CONSUMED(QTY.) REMARK
Wall putty
White cement
Emulsion paints
Enamel paints
Distemper
Cem paint
Wall primer
Wood primer
Metal primer
POP
Verification:
I ……………………………Here by declare that the information stated above is true to
the best of my knowledge & belief, verified today the………….. Day of
………….20………..
Surveyor Applicant
painter
CONCLUSION AND RECOMMENDATION
47
48. Decotouch paints ltd is the fast growing company of paint industry having about 8%
shares. The company has effective distribution network all over the country. It is trying
its best to increase its direct dealers. In addition, numerous secondary dealers operating
in the outskirts of the major markets are engaged in selling the products of the
company. It has implemented the pricing strategy. It has also implemented Color Bank
system, which enabled the customers to choose his desired shades from an exclusive
array of over 5,000 shades. It is now-a-days recognized as a good brand image. Berger
has been trying to increase its brand image further through media presence, arranging
annual programs in Ghaziabad since 5 years. It is constantly working to improve its
products quality through comparative study and customer feedback in order to maintain
competitive edge. But as it is a new company so it is lacking behind in capital and cannot
do too much expenditure on advertisement.
Now if we talk about recommendation, according to our customer survey report the
customer purchase the goods by viewing their brands and at the same time media
exposure. So for Decotouch, they have to explore the source of generating capital so
that they should do more expenses on branding and advertisement. Now as per
painter’s view, they want to put low efforts and don’t want to experience problems on
multiple coatings and at the same time it should generate better output. So therefore
the product should be of zero defects and six sigma techniques should be practiced. And
finally if we check out the dealer’s exchange of words, they are looking for better
revenue. Other than this, as decotouch only deals in water paints and also manufacture
primer for enamel paints but do not manufacture enamel paint. Thus the purchase of
primer is not too good because of the fact that customer wants enamel paint and
primer both of same brand. Thus the company should also plan to manufacture enamel
paints as soon as possible.
REFERENCES:-
1. www.decotouchpaints.com
48