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 s 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.

Dealers 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 s 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 result
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Perception conveys the followingProduct 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 companys 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 consumers own self-perception motives. Further, consumers 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 behavior can be studied profitably as a risk reducing behavior. Consumer behavior 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 related with the performance and the psychological risk is related with the fact whether the product enhances ones 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 dealers 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 cant 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 being so associated with the parent company to score a 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 dealers expectation to achieve satisfaction.

SCOPE OF THE STUDY:

The study helps to find out the Dealers attitude 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 Dealers perception 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.

OBJECTIVES OF THE STUDY:

1. The main objective of the study is assessing the Dealers perception 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 perceptions and drives that can build a healthy company- dealer relationship .

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 informations 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.

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 Type of question : 20 : Multiple choices

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 Dealers 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.

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SECONDARY DATA:
The secondary data, the companys 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.

SAMPLI NG TECHNIQUES: Sample specification: The entire potential Dealers Population Sample unit Sample size : Individual : 25 : 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.

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LIMITATIONS OF THE STUDY

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.

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Perception
In philosophy, psychology, and cognitive science, perception is the process of attaining awareness or understanding of sensory information. The word "perception" comes from the Latin words perception, perception, and means "receiving, collecting, action of taking possession, apprehension with the mind or senses. Perception is one of the oldest fields in psychology. The oldest quantitative law in psychology is the Weber-Fechner law, which quantifies the relationship between the intensity of physical stimuli and their perceptual effects (for example, testing how much darker a computer screen can get before the viewer actually notices). The study of perception gave rise to the Gestalt school of psychology, with its emphasis on holisticapproach. Philosopher Andy Clark explains that perception, although it occurs quickly, is not simply a bottom-up process (where minute details are put together to form larger wholes). Instead, our brains use what he callspredictive coding. It starts with very broad constraints and expectations for the state of the world, and as expectations are met, it makes more detailed predictions (errors lead to new predictions, or learningprocesses). Clark says this research has various implications; not only can there be no completely "unbiased, unfiltered" perception, but this means that there is a great deal of feedback between perception and expectation (perceptual experiences often shape our beliefs, but those perceptions were based on existing beliefs). Types Two types of consciousness are considerable regarding perception: phenomenal (any occurrence that is observable and physical) and psychological. The difference every sighted person can demonstrate to him- or herself is by the simple opening and closing of his or her eyes: phenomenal consciousness is thought, on average, to be predominately absent without senses such as sight. Through the full or rich sensations present in senses such as sight, nothing by comparison is present while the senses are not engaged, such as when the eyes are closed. Using this precept, it is understood that, in the vast majority of cases, logical solutions are reached through simple human sensation. The analogy of Plato's Cave was coined to express these ideas. Passive perception (conceived by Ren Descartes) can be surmised as the following sequence of events: surrounding input (senses) processing (brain) output (reaction). Although still supported by mainstream philosophers, psychologists and neurologists, this theory is nowadays losing momentum. The theory of active
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perception has emerged from extensive research of sensory illusions, most notably the works of Richard L. Gregory. This theory, which is increasingly gaining experimental support, can be surmised as dynamic relationship between "description" (in the brain) senses surrounding, all of which holds true to the linear concept of experience. Perception in Reality In the case of visual perception, some people can actually see the percept shift in their mind's eye. Others, who are not picture thinkers, may not necessarily perceive the 'shape-shifting' as their world changes. The 'esemplastic' nature has been shown by experiment: an ambiguous image has multiple interpretations on the perceptual level. Just as one object can give rise to multiple percepts, so an object may fail to give rise to any percept at all: if the percept has no grounding in a person's experience, the person may literally not perceive it The processes of perception routinely alter what humans see. When people view something with a preconceived concept about it, they tend to take those concepts and see them whether or not they are there. This problem stems from the fact that humans are unable to understand new information, without the inherent bias of their previous knowledge. A persons knowledge creates his or her reality as much as the truth, because the human mind can only contemplate that to which it has been exposed. When objects are viewed without understanding, the mind will try to reach for something that it already recognizes, in order to process what it is viewing. That which most closely relates to the unfamiliar from our past experiences, makes up what we see when we look at things that we dont comprehend.

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This confusing ambiguity of perception is exploited in human technologies such as camouflage, and also in biological mimicry, for example by European Peacock butterflies, whose wings bear eye markings that birds respond to as though they were the eyes of a dangerous predator. Perceptual ambiguity is not restricted to vision. For example, recent touch perception research Robles-De-La-Torre & Hayward 2001 found that kinesthesia based haptic perception strongly relies on the forces experienced during touch. Cognitive theories of perception assume there is a poverty of stimulus. This (with reference to perception) is the claim that sensations are, by themselves, unable to provide a unique description of the world. Sensations require 'enriching', which is the role of the mental model. A different type of theory is the perceptual ecology approach of James J. Gibson. Gibson rejected the assumption of a poverty of stimulus by rejecting the notion that perception is based in sensations. Instead, he investigated what information is actually presented to the perceptual systems. He and the psychologists who work within this paradigm detailed how the world could be specified to a mobile, exploring organism via the lawful projection of information about the world into energy arrays. Specification is a 1:1 mapping of some aspect of the world into a perceptual array; given such a mapping, no enrichment is required and perception is direct perception. Preconceptions can influence how the world is perceived. For example, one classic psychological experiment showed slower reaction times and less accurate answers when a deck of playing cards reversed the of the suit symbol for some cards (e.g. red spades and black hearts). There is also evidence that the brain in some ways operates on a slight "delay", to allow nerve impulses from distant parts of the body to be integrated into simultaneous signals.

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Perception in Action An ecological understanding of perception derived from Gibson's early work is that of "perception-in-action", the notion that perception is a requisite property of animate action; that without perception action would be unguided, and without action perception would serve no purpose. Animate actions require both perception and motion, and perception and movement can be described as "two sides of the same coin, the coin is action". Gibson works from the assumption that singular entities, which he calls "invariants", already exist in the real world and that all that the perception process does is to home in upon them. A view known as constructivism (held by such philosophers as Ernst von Glasersfeld) regards the continual adjustment of perception and action to the external input as precisely what constitutes the "entity", which is therefore far from being invariant. Glasersfeld considers an "invariant" as a target to be homed in upon, and a pragmatic necessity to allow an initial measure of understanding to be established prior to the updating that a statement aims to extremely unlikely that what is desired or feared by an organism will never suffer change as time goes on. This social constructionist theory thus allows for a needful evolutionary adjustment. A mathematical theory of perception-in-action has been devised and investigated in many forms of controlled movement, and has been described in many different species of organism using the General Tau Theory.

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Asian Paints is one of the top ranking paint companies of India and it is among the top decorative coatings companies in the world. With an annual turnover of USD 1.1 bin, Asian Paints provides services in 20 countries and has 28 paint manufacturing units in the world, providing services to consumers in over 65 countries. It has received a large number of national and international awards. It works through six subsidiaries which have been merged with it. Current hallenges to Asian Paints Paint Quality and Costs- Higher costs means improved quality. Marketing Network Good distribution network Product Portfolio To cater to all levels of consumers Managing Inventories Higher inventories lead to higher costs Low Capacity Utilization -Poor capacity utilization means less production Technology Strong and better R&D to improve quality and reduced costs Strong Brands Efficient print and media advertisements in the whole country Strategic Review of Asian Paints Expanding Reach Dealer Attrition Painting Solutions Fakes and Dumping Raw Material Price Issues Use of Technology to Serve End Use Customers, Dealers and Employees to Increase and improve Productivity Major Challenge Painting solutions so that customer gets value for money and can recall the brand. The aim is to provide quality solutions for painting so that customer loyalty is ensured. Implementation Plan Major challenge is to retain top position in the Indian paints market.

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Growth Strategy Asian Paints

Asian Paints announces strategy for growth.Berger International to pioneer growth for the company in its international operations.December 13, 2002 - Asian Paints Limited (Asian Paints) is transforming itself to become a major world player in the decorative paints business with particular focus on emerging markets following its acquisitions of controlling stakes in Berger International Limited (Berger International) of Singapore and SCIB Chemical S.A.E. (SCIB) of Egypt. The total investment made by the company in both these acquisitions amount to around US$ 16.8 million (S$29.6 million). Asian Paints announced that it would focus on emerging markets of the world for growth and also that Berger International will be the main growth driver for Asian Paints international operations. Following the acquisitions this year we are among the top ten decorative paint companies in the world said Mr. Jalaj Dani, Head international operations of Asian Paints and newly appointed Chairman of Berger International. The emerging markets has 50% of the worlds population and this is where we see the potential upside as we seek to draw more efficiencies out of the acquisitions we have just completed, he said in a statement. Focusing on the aspect of increasing shareholder value in Berger International, Mr. Dani said: In Berger International, Asian Paints will focus to increase shareholder value by further improving the supply chain management in the subsidiaries (Asian Paints supply chain management is considered the best in India servicing around 14,500 dealers directly from 70 sales locations and manufacturing over 2,500 stockkeeping units (SKUs). Further, the company will implement cost structures in Bergers operations worldwide for increased plant efficiencies and increased asset productivity. It will focus to improve working capital management through various initiatives and introduce information technology in areas of operations...

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Asian Paints
Market segmentation : Asian Paints segment the market based on the usage :

BRAND POSITIONING
It is how the Asian paints enabled people to form a mental image for their products in the customers mind. The strategies that they followed where as follows.

Brand Image
The ways in which Asian Paints attempted to meet the customers psychological and social needs. Indian paint industry is a low involvement industry. Till 1990s people will just tell their budget for painting their house to their contractors. And few customers will also mention the they need. During that period Asian Paints analyzed the customer market and found that people where not brand conscious but their concern was only the price of the paint. To meet this needs of the customer Asian paints reduced the cost of the raw materials by backward integration in order to reduce the cost of the paints. Emotional touch among the customers All these strategies helped them in creating a Brand Image for their products among people and people started realizing the need for brand conscious in this industry.

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Umbrella Brand
In 2004 the company realized that though they have almost 20 brands only few products like Apex emulsion, Royale interior emulsion, A polite and Touch wood had high recall among the customers. Therefore they decided to promote the brand as a whole, to create a corporate image and the various products under their Umbrella Brand Asian Paint, which became their mother brand. This created a Brand Awareness as a whole among the customers.
Brand Portfolio:

It was realized that instead of spending on individual brands and in promoting them it was logical to promote their corporate image and allthe brands under their umbrella brands Asian Paints . Thus Asian Paints has become their mother brand . Also for this purpose they underwent brand portfolio rationalization .

Asian Paints: Every 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.

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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 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 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 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/sub brands. The focus of the company was on product innovation and service network and managing quality .

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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 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.

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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 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 up market one designed by Enterprise 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 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 . The insight is that each has a story to tell. The latest campaign reflects on the and uses the campaign " Har Rang Kuch Kehta hai" translated to "Every has a story to tell".The brand is so serious about the that it has tied up with IIT to explore new s and conduct research on s. Asian Paints is a classic branding story and the brand is still exploring and growing.

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INDUSTRY PROFILE
Information Research (IRL) has published a new report on the Indian paint and coatings market. The study points to phenomenal growth prospects for the Indian paint demand, which is now estimated at 1.22 million tones. Data in the report indicates that the entire Indian paint and coatings market will reach around two million tones at the start of the next decade. As construction projects get under way in India in a big way, the market is becoming even more entrenched with architectural coatings, which according to this analysis, account for about 81% of the total market. Every sub-segment of the Indian architectural coatings market now demonstrates double-digit percentage growth. Given average segment growth of around 16% pa for the five years to 2011, the Indian decorative coatings market alone will amount to more than two million tones in that year. The industrial coatings sector in India is also expected to demonstrate strong growth of the order of about 17% pa. This growth is underpinned by construction and infrastructure on the one hand and consumer goods demand on the other. Many protective coatings applications are likely to benefit from growth, including refineries, power stations, irrigation, power stations, chemicals and civil infrastructure. Civil infrastructure applications will have a vital role to play with the construction of more (and better) roads in India. With incomes rising, white goods and their impact on living standards will extend strong growth to the powder coatings segment.

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 The automotive OEM coatings sector is growing at an average of 15% pa. Almost all forms of transport are good for growth India and buses and goods vehicles will be strong growth markets in the future as infrastructure improves. The market study also evaluates the prospects for some smaller segments of the Indian coatings market, such as can coatings and marine paints. The Indian marine paint sector has some way to go to reach its full potential. Major multinational paintmakers are expected to be the winners eventually because smaller Indian paint companies will not be able to compete on technological or stocking grounds. Fishing fleets, trawlers and the maintenance of craft such as these can be expected to be an important area of development for the smaller Indian paint makers. Indian ports are already being developed and will add further leverage to the sector in the coming years. The canning industry in India is in need of new technologies, although at the same time some new can coating technologies are being introduced. As always, competing packaging materials put the brake on runaway growth in the canning market. The full potential of this market is likely to be demonstrated when multinational soft drinks manufacturers establish themselves better in India. Key products which are canned in India include beer, baby food, fruit juice, pesticides and paint with much less emphasis on fruit and vegetables, which are preferred fresh.

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A decorative paint market of at least 2,000,000 tonnes by 2013 as international influences are established and consumers grow more adventurous; - Steady growth in the automotive market as Indian car ownership increases in line with affordability and infrastructure; - Strong growth in the Indian powder coatings segment, as new applications and their advantages are discovered; - Greater interest in water-based coatings technology while awareness of VOCs and legislation increases. The above insights, taken from our fourth Profile of the Indian Paint Industry, show how thinking patterns and new influences are changing the outlook for the industry. The report also offers: - A historical model of paint production and market development - History of paint imports and exports with analysis and comment - Paint consumption and per capita use data - Market segmentation by paint type and end-use sector - Information on paint producers - Market forecasts and growth rates A Profile of the Indian Paint Industry, 4th Edition provides a five-year market forecast based on estimates of the various paint sector sizes for the Indian fiscal years 2008/9 to 2013-4. More information on the contents of the report is given on the right. Research for this title included a comprehensive programme of desk and internet research, a review of all available published sources and interviews with senior industry executives drawn from both the organised and small-scale sectors.

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Summary
While companies in mature economies face the challenge of even maintaining sales throughout the ongoing financial crisis, continued growth in India is likely to lead to an additional million tonnes of coatings demand by 2013, when the total Indian paint market will be in the region of 2.7 million tonnes. That is among the key findings of our latest study, A Profile of the Indian Paint Industry, 4th Edition. Total paint and coatings demand in India in 2008 amounted to 1.64 million tonnes, of which decorative coatings represented 79% or 1.3 million tonnes. The industrial coatings market in India still remains relatively small in comparison at about 340,000 tonnes, and this itself is dominated by structural and infrastructural applications associated with the protective coatings market. Although industry figures expect some modest abatement in growth in the Indian paint and coatings market, particularly in the short-term, the prevailing economic climate of infrastructure investment and renewal holds the key to most of the growth in the Indian coatings market. Other opportunities in India are pegged to the transport sector. Car ownership in India stands at little more than 1%. However, rising affordability and the launch of economical cars such as the Tata Nano are expected to propel the market for OEM coatings and refinishes in the coming years. Higher demand for marine paints can be expected in the next decade, once investments in ports and port development have started to reach fruition. As India is hopeful of competing with other established shipbuilding nations, the multinationals are likely to find plentiful opportunity in India, given the compliance requirements imposed by effects of international legislation on marine paints. Powder coatings are also a good growth market in India, growing at about 10% pa, which is typical of the mean coatings segment growth in the country. This segment has been finding new applications in India and represents one area in which the consciousness of VOCs and the environment has been raised. Indian companies are now beginning to appreciate the benefits of cleaner technology once initial investment in finishing in this area has been made.

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However, it is in the decorative coatings market that the greatest volume growth can be expected. Almost another 900,000 tonnes of decorative paints may well be in use by 2013, prompted by a whole breadth of different applications, ranging from the construction of housing and apartment blocks to civil and tourist amenities. The structure of the decorative paint market in terms of quality is changing very slowly with growth in the premium and economy sectors squeezing the intermediate quality segment to about 35-40% of demand. Other habits are changing too: the formal entry of Sherwin-Williams, Jotun and Nippon Paint into the Indian decorative sector has started to bring a much greater international dimension and much bigger budgets to the Indian decorative paint market. Although the arrival of these companies in the segment has not had a major impact on the market yet, Indian consumers are becoming more experimental and adventurous in their use of paint and as a result many traditional ideas are being given up in favouring of trying something different, especially as the Indian population is a relatively young one.

LIST OF COMPANIES
- Acro Paints - Advance Paints - Agsar Paint - Akzonobel Ici India - Anupam Paints and Coatings - Arcoy Industries - Berger Paints India - Bombay Paints - Chemisol Adhesives (Argus Coatings and Polymers) - Cico Group - Cipy Polyurethanes - Continental Coatings - Coromandel Paint - Ellora Paints - Gamma Coatings - Gardwel Industries - Grand Polycoats - Indolac Paint - Kansai Nerolac Paints (KNP) - Kishore Polyurethane
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- Kripton Powder Paint - M K Petro Product - Maharani Paints - Marigold Paint - Marpol - MR - Navair International - Opal Paints - Saboo Coatings Ltd (SCL) - Shalimar Paint - Star Paint and Oil Industries - Surfacoat - Titan Paints and Chem

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COMPANY PROFILE
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 Paints 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 Paintss distribution strategy 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
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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 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.
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Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in 2003. PRODUCT PROFILEGive 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 color shades

Product Name: Asian Paints Apex Textured Exterior Emulsion Description: Cost Range: Mid-Range
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Finish: Rich Sheen Availability: Available through Asian Paints Project Sales Only.

Products information sheet Available color shades

Product Name: Asian Paints Apex Ultima Description: Cost Range: Premium Finish: Rich Sheen Availability: Across all Color World Dealers.

Products infomation sheet Available color shades

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

Products infomation sheet Available color shades

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. Cost Range: Mid-Range Finish: Rich Sheen Availability: Across all Color World Dealers.

Products infomation sheet Available color shades

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
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anti-algal performance in dry to moderately humid climatic conditions. Cost Range: Economy Finish: Matt Availability: Across all World Dealers.

Products information sheet Available color shades

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.

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

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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 dealers optimum sales over the counter. Creative concepts and Innovation to enhance sales of the products

Color Matchmaking Color plays an integral part of the dcor. 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
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architectural character. So when you think of s and shades for your home, think in terms of

Creating a mood and ambience Choosing colors by the function of the room Shades by the size of the room Experimenting with colors 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 colors 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 color in the color 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

COLOR SHOPPE

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Color Next 09 Kit Color Next 2009 the latest color trends for 2009. ColorNext 09 is a celebration of colors 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 & color palettes for the year ahead. The Color Next 2009 Trend Book gives dealers and customers all the information that they need about Color Next 2009 with actual color swatches. A complete package that gives your walls a new look!

Home Book Color Next 09 Color Next 2009 the latest color trends for 2009. ColorNext 09 is a celebration of colors 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 & color palettes for the year ahead. The Color Next 2009 Homebook depicts actual roomshots, suggested color 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.

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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.

Imagine Exteriors: Exterior Color Guide APs choices of exterior colors 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 color combinations that you can use for your home. Just pick your favourite color 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 color family and get into the world of exterior color combinations, which will make your home look extra special. Happy Painting.

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Interior Color Guide & Exterior Color Guide Combo Colors give the essential character to any space. Choosing colors 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 Color Guide helps you zero in on the right colors through an easy-to-navigate structure based on basic color families. Here's where you'll find 7 unique combinations for each color 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 color family. A total of 77 color combinations are waiting to be discovered, in this book. The Exterior Color Guide: Imagine Exteriors book showcases a number of new and exciting color combinations that you can use for your home. Just pick your favourite color 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 color family and get into the world of exterior and interior color 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
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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 color 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.

Color Palette

We bring to you 1320 facets of color 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.

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Interior Color Guide

Colors give the essential character to any space. Long known for their power to influence moods and emotions, colors also help in making us feel healthy and energetic every day. Choosing colors 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 color combinations. We either have a certain color 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 colors through an easy-to-navigate structure based on basic color families. Here's where you'll find 7 unique combinations for each color 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 color family. A total of 77 color 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 color combinations across 10 families and even metallic colors, this book is a must have, while decorating your home interiors.

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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 color 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
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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 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 Dcor 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 Dcor Guide showcases the six standardized set of special effects Sponging, Ragging, Brushing, Combing, Spatula and wash and the color 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 Dcor Guide

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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 color 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 Dcor Guide showcases the six standardized set of special effects - Sponging, Ragging, Brushing, Combing, Spatula & wash

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DATA ANALYSIS AND INTERPRETATION

1. How long you have been associated with Asian Paints? Rating Respondent 0-5 Years 5-10 Years 10-20 Years More than 20 years
6 5 4 3 2 1 0 0-5 Years 5-10 Years 10-20 Years More than 20 years Respondent Percentage

Percentage 20% 33% 33% 14%

03 05 05 02

INTERPRETATION
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.

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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). Rating Yes R e c eiving material with in time
12 10 8 6 4 2 0 Yes No Cant say Respondent Percentage

Respondent
10 2 3

Percentage
66% 14% 20%

No Cant say

INTERPRETATION

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.

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3. It does not require more than 2-3 attempts to reach someone over the telephone at Asian paints godown /office? Rating Yes No Respondent 3 12 Percentage 20% 80%

To reach over the phone with in 2-3 attempts

1.2 1 0.8 0.6 0.4 0.2 0

INTERPRETATION

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.

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4. Do you always receive a courteous / friendly response from the telephone operators?
Rating Always Sometimes R e Most of time c e Not at all i ving response from company people
7 6 5 4 Respondent 3 2 1 0 Always Sometimes Most of time Not at all Percentage

Respondent 4 3 6 2

Percentage 27% 20% 40% 13%

INTERPRETATION
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

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5. Do you get a satisfactory response to your queries on stock availability / accounts / dispatch status etc. whenever you call Asian paints godown. Rating Yes No Cant say Respondent 9 2 4 Percentage 60% 13% 27%

R e sponse to queries
10 9 8 7 6 5 4 3 2 1 0 Yes No Cant say Respondent Percentage

INTERPRETATION
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.

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

Receiving account statement in time

75-100% 50-75% 25-50% 6 5 4

Rating

Respondent

Percentage 40% 33% 27%

7 6 5 4 3 2 1 0 75-100% 50-75% 25-50% Respondent Percentage

INTERPRETATION
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.

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7. Do you receive hard copies of Credit Notes / Debit Notes within 15 days of being uploaded. Rating Yes No
12 10 8 6 4 2 0 Respondent Percentage Yes No

Respondent 10 5

Percentage 67% 33%

INTERPRETATION
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.

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8. Do you receive credit for MRV / L&B / Tokens with 15 days of r e g i stering my claim .
12 10 8 6 4 2 0 Respondent Percentage Yes No

Rating Yes No

Respondent 11 4

Percentage 73% 27%

INTERPRETATION
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.

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

Rating Always Sometimes Most of the time Not at all

Respondent 4 3 6 2

Percentage 27% 20% 40% 13%

7 6 5 4 3 2 1 0 Always Sometimes Most of the time Not at all Respondent Percentage

INTERPRETATION
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.

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10. Do you receive scheme gifts within 15 days of scheme closure. Rating Always Sometimes Most of the time Not at all. Respondent 5 3 6 1 Percentage 33% 20% 40% 7%

7 6 5 4 3 2 1 0 Always Sometimes Most of the time Not at all. Respondent Percentage

INTERPRETATION
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.

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11. Are you satisfied with the Quality of Gifts offered by APL through Dealer Schemes . Rating Yes No Respondent 13 2 Percentage 87% 13%

14 12 10 8 Yes 6 4 2 0 Respondent Percentage No

INTERPRETATION
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.

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

Rating Yes No Cant say

Respondent 6 5 4

Percentage 40% 33% 27%

7 6 5 4 3 2 1 0 1 2 3 4 Rating Respondent Percentage

INTERPRETATION
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.

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13 How many customer visit your place in search of Asian Paints Products. Rating 50-100% 0-50% Respondent 12 3 Percentage 80% 20%

C ustomers are visiting shops in search of APL products.

14 12 10 8 50-100% 6 4 2 0 Respondent Percentage 0-50%

INTERPRETATION
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 dont wants to purchase asian paints.

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14. How often they Visit your Counter? Rating Daily Respondent 1 Percentage 7% 47% 33% 13%

7 visit Weekly How often customers

Daily Monthly Weekly Monthly

5 2

Once in 6 months.

Once in 6 months.
33%

13%

7%

47%

8 7 6 5 4 3 2 1 0 Daily Weekly Monthly Once in 6 months. Respondent Percentage

INTERPRETATION
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.

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15. Do you have sufficient stock to supply to your customers? Rating Yes No Cant say
Stock availability
9 8 7 6 5 4 3 2 1 0 Yes No Cant say Respondent Percentage

Respondent 8 3 4

Percentage 53% 20% 27%

INTERPRETATION
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 cant say ant thing.

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16. Which category of Asian paints move faster according to your observation? Rating Respondent Percentage 20% 53% 27%
Exterior Paints. Interior Paints Enamal and Varnishes 53%

3 Exterior Paints. Category of APL products 8 Interior Paints

27% Enamal and Varnishes 20%

9 8 7 6 5 4 3 2 1 0 Exterior Paints. Interior Paints Enamal and Varnishes Respondent Percentage

INTERPRETATION
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.

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17. does the Asian paints shade machine and equipments help you to guide your customers regarding the right choice of painting scheme for their place? Rating Always Sometimes Most of the time I N
7 6 5 4 3 2 1 0 Always Sometimes Most of the time Not at all. Respondent Percentage

Respondent 6 4 3 2

Percentage 40% 27% 20% 13%

Not at all.

TERPRETATION
From the above table it is clear that out of 15 respondents, 6 respondents are said that 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.

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

Rating Always Sometimes Most of the time Not at all.

Respondent 4 3 6 2

Percentage 27% 20% 40% 13%

7 6 5 4 3 2 1 0 Always Sometimes Most of the time Not at all. Respondent Percentage

INTERPRETATION
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.

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19 .Do you agree Asian Paints is better than competitors in terms of servicing. Rating Yes No Respondent 13 2 Percentage 87% 13%

14 12 10 8 Yes 6 4 2 0 Respondent Percentage No

INTERPRETATION

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.

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FINDINGS 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. 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 consumers heart and it making waves in the paint industry.

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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.

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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 Cant 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 Cant 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%
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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 Cant 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.
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 Monthly Once in 6 months. Q.15 Do you have sufficient stock to supply to your customers? Yes No Cant 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.

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BIBLIOGRAPHY
BIBLIOGRAPHY Widening the Net. Business India Intelligence, Auguest 2001,p2,2p. Anand, M Diary of Sales Associate. Business World. 21 October, 2002 Brown James R, Fern Edward F., Conflict in Management Channels: The Impact of Dual Distribution. International Review of Retail, Distribution & Consumer Research, April92, Vol. Issue 2, p121, 12p Moriarty, Rowland T and Moran, Ursula Managing Hybrid Marketing Systems. Harvard Business Review, November/December 1990, Vol. 68 Issue. Marketing Management by Kotler / keller 2005 Edition. Marketing Management ICFAI Center for Management Research Marketing Management Planning, Implimentation & Control by V S Ramaswamy / S Nmakumari www.asianpaints.com www.mouthshut.com/product-reviews/Asian_Paints_Royale_Luxury_Emulsion en.wikipedia.org/wiki/Asian_Paints www.novapaint.org/webasia.html www.domain-b.com/companies/companies_a/asian_paints/index.html http://blog.interface.co.in/archive/2007/09/04/asian-paints-colour-world-paintretailing-in-india-that-was.aspx

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