Submitted by: Submitted by sadaf22
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Category: Science and Technology
Date Submitted: 02/06/2011 08:12 PM
INDIAN PAI NT INDU STRY
Paint Industry
Product
Industrial 30%
Coil Coatings Powder Coatings Automotive Paints Coil Coatings Marine Paints High Performance
Sector
Decorative 70%
Enamels Distempers CoilEmulsions Coatings Exterior Coating Wood Finishes
Organized 70%
Unorganized 30%
INDUSTRY PLAYERS
DECORATIVE SEGMENT
Others 19% Shalimar 6% Jenson and Nicholson 6% ICI 8% Berger paints 11% Kansai Nerolac 13% Asian Paints 37%
MARKET FEASIBILITY
The Indian paint industry is a Rs 49 billion
sector.
GDP growth is higher, the paint sector will
benefit and vice versa
Highly price sensitive & cyclical Demand arises in Festive Season. Change in demand patterns over the years.
TECHNOLOGY IMPACT: BERGER
•Berger
has a series of tie-ups for various purposes.
•Joint venture with Becker Industrifag. •Berger allied with the Japanese major Nippon Paints to boost its OEM turnover •Agreement with Orica Australia Pvt. Ltd. to produce new generation protective coatings. •Tie-ups with Valspar Corp and Teodur BV for manufacturing heavy duty and powder coatings.
ADVERTISING IMPACT: ASIAN PAINTS V/S KANSAI NEROLAC
•Waah
Sunil Babu •Soha & Saif Ali Khan ad •Rang soche nahin, dekhe jaate hain •Har Rang Kuch kehta hai •Har Ghar Kuch Kehta hai •Bangla toh abhi bhi chamak raha hai
•Aapko banaye style ikon •Show your true color •Jab ghar ki raunak badhani ho…
MARKET RESEARCH & TREND ANALYSIS
Involvement of the consumer. Shift from Commodity to FMCG – brand building. Communication or lack of it can make or break
your brand. Changed brand identity, online services, Inc R&D spend. Newest Trends – New textures, use of bold shades, Disney e.g. Kansai Nerolac site: personality V/s rational
INCREASING 5% MARKET SHARE
Strengthen communications Multi v/s sole dealer Training to dealers Increase awareness (networking) amongst
interior decorators, architects, consumers, contractors Feedback mechanisms -E.g. Nerolac...