Brand Awareness

Brand Awareness

BRAND AWARENESS OF INDUSTRIAL PAINTS OF GOA PAINTS & ALLIED PRODUCTS SUBMITTED BY:- Jayalekshmi S. P. PGDM: – TPS 20th BATCH Roll No: – 20024 Corporate Guide Faculty Guide Mr. Ajith Vasudevan Prof. Dr. Madhavi Pandya Deputy General Manager Marketing & Communication

Goa Paints & Allied Products SSIM SIVA SIVANI INSTITUTE OF MANAGEMENT KOMPALLY, SECUNDERABAD ACKNOWLEDGEMENT It gives me immense gratification to place on records my profound gratitude and sincere appreciation to each and every one of those who have helped me in this endeavor. I extend my sincere thanks to Mr. Anirudh Dempo (Director) and my corporate guide Mr. Ajith Vasudevan (Deputy General Manager) of Goa Paints & Allied Products for giving me an opportunity to work on this project under his able guidance.

I am also grateful for the cooperation and valuable support given to me by the employees of the organization throughout my training. I am ineffably indebted to Prof. Dr. Madhavi Pandya, Professor SSIM and my faculty guide for this Summer Internship Program, for her most valuable regular guidance without which my project would not have been completed. I would also like to express my deep sense of gratitude and reverence for my parents and my dear friends for their endless guidance, moral support, encouragement and untiring cooperation throughout my study and work, without which this work would never have been completed.

DECLARATION I Jayalekshmi S. P. , student of Siva Sivani Institute of Management, Kompally hereby declare that the project entitled “Brand Awareness of Industrial Paints OF Goa Paints & Allied Products” is the original work done by me under the guidance of Mr. Ajith Vasudevan, (Deputy General Manager) and Dr. Madhavi Pandya, Professor, Siva Sivani Institute of Management. I further declare that this is my original work as part of my academic course. PLACE: SIGNATURE

DATE: (Jayalekshmi S. P. ) CERTIFICATE CONTENTS ACKNOWLEDGEMENT……………………………………………………………………. 04 DECLARATION………………………………………………………………………………05 CERTIFICATE ……………………………………………………………………………….. 06 TABLE OF CONTENTS PAGE NO Chapter – 1………………………………………………………………………………….. 07 Introduction Introduction Scope of the study Significance of the Study Objectives of the study Literature Review Scheme of Dissertation Chapter – 2…………………………………………………………………………………….. 2 Industry Profile Company Profile Departmental Details Chapter-3…………………………………………………………………………………………. 25 Research Methodology Introduction Research Design Sample Profile Tools and Methods Data Collection Limitations Chapter 4…………………………………………………………………………………….. 29 Data Analysis and Interpretation Chapter-5…………………………………………………………………………………….. 43 Findings Chapter-6……………………………………………………………………………………. 45 Recommendations and Conclusion List of Tables Bibliography……………………………………………………………………………………49 Questionnaire………………………………………………………………………………….. 50 CHAPTER- I * Introduction * Scope of the study * Significance of the Study Objectives of the study * Literature Review * Scheme of Dissertation INTRODUCTION In the last few years the Indian paint sector has significantly developed and quite a lot of global players have shown interest in this market. The country continues to show a strong growth rate, which is sustained by the rising level of disposable income and increasing demand from automotive, industrial and infrastructure sectors. Due to these factors, the industry is expected to achieve a CAGR of around approximately15% from 2012 to 2015. Similar to other fields, there are some challenges which affect the growth of the paint sector.

For example, the industry largely depends on raw materials and hence, any variation in the availability of raw material results in considerable fluctuation in paint manufacturing costs. The market size is around 24,000 crores. Organized sector claims that it is growing at the rate of 18 to 20 per cent. Overall the industry is growing at the rate of 10 to 12 per cent. Infrastructure is a major growth driver. Lot of projects (government & private) is coming up in the infrastructure sector like road construction, building construction, metro rail projects etc.

Secondly, automobile industry is also witnessing good growth. Because of infrastructure and automobile industry there is good growth in industrial finishes and (decorative) architectural finishes. Value wise, around 68 to 70 per cent of the share is held by the organized sector and around 32 to 30 per cent are with the small scale industry. My Industrial Internship Project took place in “Goa Paints & Allied Products” a daughter concern of “Dempo Group of Companies” for a period of 45 days. Goa Paints & Allied Products is mainly into manufacturing and selling of Marine, Industrial and Decorative Paints.

The reason for choosing Paint Industry was out of sheer curiosity to know the different categories and varieties paints available in the market. Besides this I also wanted have brief idea about the steps involved in manufacturing of paints. Thirdly working on this project has given an opportunity to interact with different industrialist and paint dealers and most importantly helped to provide genuine recommendations to improve the sale and of Industrial Paints of Goa Paints & Allied Products. SCOPE OF STUDY To know the criteria in buying Industrial paints. * To make the customers aware of the different Industrial paints of Goa Paints & Allied Products available. * To understand the factors leading to the selection of Industrial paints. SIGNIFICANCE OF THE STUDY * The company can deploy sales resources to build or leverage brand awareness. * The company can know how to adjust brand- building investment according to the sectors. * The company will know the preference of the consumer & retailers towards the paint sector. OBJECTIVES OF THE STUDY Brand Awareness of Industrial Paints of Goa Paints & Allied Products” * To identify the consumer awareness about Goa Paints & Allied Products * To know the leading brand of Industrial Paints in Indian Paint sector * To know the criteria’s used by consumers, retailers and dealers in selecting/ buying paints * To identify the factors leading to the selection of Industrial Paints ON THE JOB TITLE To understand the product knowledge and purchase behavior of industrial Paint users OJT DESCRIPTION * To create and maintain an effective awareness and sales of company products and servives among end- users and distributors. Visiting potential customers for new business * To gather market and customer information and providing feedback on future buying trends. * To identify new market and business opportunities * To initiate market research studies and analyzes their findings to understand the preferences of the customer * Maintain appropriate interaction with sales and other supporting teams to meet the customer needs ON THE JOB TITLE OBJECTIVE To make the customers aware about the Industrial Paints of Goa Paints & Allied Products LEARNING FROM OJT This study helped to identify the most widely used Industrial Paints.

To understand the criteria used by the customers to select Industrial Paints. To know the factors influencing the selection of Industrial Paints by the customers. Interacting with the employees in the organization has helped me to understand the corporate communication system and improve my interpersonal skills. LITERATURE REVIEW Brand A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. Why Brand? A brand name helps an organization differentiate itself from its competitors.

In today’s competitive world no product can go without a brand. Customers often build up a relationship with a brand that they trust and will often go back to time and time again. For example, some people may only purchase Asian Paints although there are acceptable alternatives on the market, because of a past positive history with this brand. Brand Awareness Brand awareness refers to customers’ ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall.

It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies.

Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a paint company, the common answer is “Asian Paints or Berger Paints” which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or reads a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market.

The distinctions that set your product apart from the competition are also known as the Unique Selling Point or USP. SCHEME OF DISSERTATION This research has been carried out on “Brand Awareness of Industrial Pints of Goa Paints & Allied Products. For this market research, different Industrial Estates were visited. The scheme comprises of finding the awareness of Industrial paints by its users. This study is carried out to find most widely used Industrial Paints and Brand by taking sample size of 50.

The layout of the dissertation is as follows; Introduction: Introduction gives a brief idea about paint industry, scope of study, significance of study, objectives of study and literature review part. Organization Profile: This part comprises of industry profile and company profile. Research methodology: This part give an idea about research design, sample size/design, tools & method of data collection as well as limitations of the study. Analysis and Interpretations: This part tells about data analysis, method carried out for data analysis and interpretations from the analysis part.

Discussions and Recommendations: This part gives an idea about some inputs to explore some other parts of research for further studies and tells about which part is necessary for more focused research. Bibliography and Annexure: This part comprises of references taken for this study and questionnaire which was framed for this study. CHAPTER-II * Industry Profile * Company Profile * Departmental Details INDUSTRY PROFILE History of Paints Throughout history colour has captivated culture, every age as well as region has produced dyes and pigment subjected to the obtainable resources.

For more than 20,000 years color has remained with us. Early cave paintings and the primeval Chinese are considered to have brought its manufacture and use to a state of perfection 10,000 of years ago. In 1500 BC colour was extensively used by the primeval Egyptians and was considered to have mystic and medicinal properties. With the Egyptians fleeting their talents to the Romans, paint manufacturing as an art became moderately and extensively established in Crete and Greece. Varnishes were introduced by the Greeks and Romans between 600 BC-AD 400.

Indians as well as Chinese practiced Colour Healing. Development of paints and varnishes grounded on the gum of the acacia tree (better known today as gum Arabic) was done by 1000 B. C. Prior to the 16th century; pigment colour was mostly reliant on dyestuffs which could be grown Europe and similar clement areas. Natural dyestuffs were available between 1550 and 1850 however the assortment was prominently comprehensive with tropical dyestuffs from Central America and India and elsewhere. The first real synthetic dye, ‘Mauveine’, was discovered by Henry Perkins in1856.

It was thus comprehended that a lot of dyes could be made synthetically and cheaply. In the 1870’s industrialists produced the first washable paint using cast-iron paint mills and zinc-based pigments known as ‘Charlton White’. The Sherwin-Williams company expended 10 years trying to perfect the formula where fine paint particles would stay suspended in Linseed oil. In 1880 they thrived in emerging a formula that surpassed the quality of all paints available at the time. Thus emulsions based on analogous formulae, were manufactured and sold as ‘oil bound distempers’.

Finally by 1880 the new paints were readily available in tins, in a wide array of colours, and came to be exported all over the World. Paint ; Its Components Paint is any liquid or resin composition which, after application to a substrate in a thin layer, is transformed to a solid film. It is most commonly used to protect color or provide texture to objects. The 3 major components of paints are: * Binder/ Resins: The binder, also called the resin, is the film-forming component of paint. It is the only component that must be present.

It imparts adhesion and provides properties such as gloss, durability, flexibility, and toughness. Binders comprises of synthetic or natural resins like alkyds, acrylics, vinyl-acrylics, vinyl acetate/ethylene, polyurethanes, polyesters, melamine resins, epoxy, or oils. * Solvent/ Diluent: The key purposes of the solvents are to dissolve the polymer and adjust the viscosity of the paint. It is volatile and does not become part of the paint film. It also controls flow and application properties, and in some cases can affect the stability of the paint while in liquid state.

Its main function is as the carrier for the non-volatile components. These volatile substances impart their properties temporarily—once the solvent has evaporated, the remaining paint is fixed to the surface. This component is optional. * Pigment/ Filler: They are coarse solids amalgamated in the paint to impart color. Fillers are granular solids incorporate to impart toughness, texture, give the paint special properties, or to reduce the cost of the paint. Alternatively, some paints contain dyes instead of or in combination with pigments.

In addition to the above components, paint can have an extensive range of various additives, which are generally added in small amounts. It provides substantial effects like modify surface tension, improve flow properties, improve the finished appearance, increase wet edge, improve pigment stability, impart antifreeze properties, control foaming, control skinning, etc. Types of Paints * Distemper: Its water based paint that comprises of chalk, lime, water and some coloring agents, if required. It’s also known as whitewashing. * Emulsions: They are also water based paints.

The distinctive aspect about emulsion is that it offers a rich and matt finish to the interior walls. It also provides durability to the painted surface. * Functional Paints: These paints have specific functions like eliminating insects, bacteria, and fungus or dust mites. They come with an in-built safe and non-toxic mechanism which though harmless to humans, is fatal for insects, fungus and bacteria. * Oil Based Paints: They are extremely durable and prove to be an excellent choice for inner walls. However, oil-based paints have a strong odor that might act as a disadvantage to their popularity. Latex Paints: They do not fade away easily and contains light odor or smell as compared to oil-based paints. These paints are fast drying, do not peel off or crack and require just water for thinning also cleans up purpose. * Enamels: It is one of the oil based paint, with better adhesion qualities. It is much durable and stain resistant and provides a smooth and cheerful effect to the surface. The main advantage of enamels is that they dry without leaving any brush marks. * Vinyl-Acrylic Latex Paints: These are the least expensive paints available in the market and are suitable for most of the interior walls.

Vinyl-Acrylic latex paints are durable and come with better adhesion quality. * Cement Based Paints: Cement based paints are a kind of water paints that is applied on the peripheral surface of the house. These paints are highly water resistant and give a fine outcome on new concrete surface. * Varnish: They resemble oil paints, but do not contain color pigments like oil paints. It provides a transparent film when dry, unlike oil paints. The paint flows out after it has been applied, removing any brush marks. Made out of linseed oil and a fossil gum, it is ideal for furniture, floors and for exterior and interior woodwork. Lacquer: It is a paint made from nitrocellulose and gives a very quick-drying finish. This should not be applied over oil paints and varnishes, as it acts as a remover and softens the undercoat. It gives an ideal finish for metal work like brass, which would otherwise tarnish, if left alone. Indian Paint Industry The Indian Paint industry has been mounting at a rate of above 15% for the past few years and estimated to be an Rs. 21, 000 Cr. industry. The organized players of the industry cater to about 65% of the overall demand, whereas the unorganized caters to 35%, in value terms.

The latter primarily dominate the distemper segment. The industry consists of two segments * Decorative segment – caters to the housing sector and * Industrial segment – consists of powder coatings, floor coatings and other protective coatings catering to the automobile, marine and other industries. In the domestic market, Decorative segment accounts for 70% of the total demand for paints whereas the industrial segment accounts for the remaining 30%. Globally, the demand for paints is almost equally distributed, where both the segments account for close to 50% of demand.

The working of the Paint industry The top 5 companies make up more than 80% sales of the organized market. The market share of the organized sector is continuously improving as consumer preference is shifting towards better products offered by the leading brands. Established Foreign companies have entered the Indian market by acquiring existing Indian companies. Kansai Paints, Japan entered the Indian Market by acquiring Nerolac, Akzo Nobel, the world’s largest Paint Company, entered the Indian market by acquiring ICI Paints (now Akzo Nobel India. ) Growth Drivers * Increasing level of income and education Increasing Urbanization: * Increasing share of organized sector: * Development of the Realty, Automobile and Infrastructure sector: * Availability of financing options: * Increasing Penetration in the Rural Markets Problems Faced * Soaring Cost of raw materials * MNC’s entering the Indian Paint Market Future Outlook The Indian paint Industry has a wide potential for growth which is demonstrated by the fact that the per capita consumption of paint in India is merely around 1 kg as compared to about 20 kg in the developed countries or a global average of about 15 kg.

So, the absolute consumption of paint in India is definitely expected to rise. The market share of the organized sector is on an increasing trend. Also, the contribution of industrial segment will increase with the continuing economic development of the country. With India moving towards becoming a developed economy, the decorative to industrial paint ratio of 70:50 is expected to move towards the global average of 50:50. Thus the Indian paint industry is in its growth phase and is expected to grow at a rate faster than that of GDP. The future prospects of the industry are strong.

COMPANY PROFILE Date of Incorporation: 31st March 2005 Commencement of Business:1st June 2005 Industry Type: Manufacturing Headquarters: Patto Plaza, Panaji Goa Factory: Kundaim Industrial Estate Key People: Mr. Jaiprakash Dempo (Managing Director) Mr. Anirudh Dempo (Director) Products: Epoxy, Polyurethane, Alkyd and CR paints Brand: Galaxy ; Galaxite Total no of Employees: 100 C;FA: Kochi, Ettumanoor, Port Blair, Pune, Hyderabad, Vishakhapatnam. Branches: Mumbai, Ahmedabad, Hubli Export: In 2011 to South Africa, Kenya, Afghanistan, Nigeria, Mozambique Parent: Dempo

Website: http://www. goapaints. net/ Mission: To supply highest standard of specialized paints and coatings as per the customers specific needs while maintain quality, consistency and on time delivery. Vision: Goa Paints is dedicated to building a world where industry, humanity and environment co-exist in harmony, ensuring rust free, and weather-proof, scratch-proof and long lasting surfaces. Goa Paints and Allied Products is a leading manufacturer and supplier of Marine and Industrial coatings, an ISO 9001:2008 certified firm. It was established in 1969, through collaboration with M/s.

Hempel Marine Paints, Holland, by supplying marine paints to barges operating in Goa. The success in marine paints lead to development and production of many more products in different categories and for different uses. GOA PAINTS AND ALLIED PRODUCTS expanded its operations by adding more machinery. Further formulations were added to the range through collaboration with M/s. Chugoku Marine Paints, Japan. The company operates from its state-of-the-art plant at Kundaim, Goa having a capacity in excess of 200,000 litres per Month.

It ensures the highest quality and standards through a team of highly qualified and experienced paint technologists and a well-equipped laboratory consisting of latest analysis instruments. The company has a prestigious list of loyal customers like * Indian Defence, * Mazgoan Dock Limited, * Goa Shipyard Limited, * Sesa Goa, * Grasim India, * Larsen ; Toubro, Etc. Range of surface coatings are widely used for the following applications: * Marine * Pipelines * Defence * Infrastructure * Automotive * Power Range of surface coatings include * Industrial * Marine High performance / heavy duty coatings and * Pipeline coatings Products I. Specialty Paints: Paints for special requirements such as fire retardants, heavy duty– nonskid coatings ; antifouling paints. * Galaxy Intumescent Fire Retardant * Galaxy Heavy Duty Non Skid Epoxy * Galaxsil 1045 * Galaxy Heat Resisting Aluminium Paints * Shipguard Premium (Antifouling) * Solventless Epoxy Coatings * Silicone Acrylic Coatings II. Epoxy Coatings: Epoxy coatings are two pack thermosetting coating with excellent corrosion protection in chemical and saline environment.

It is suitable for high build application and has strong solvent resistance. * Galaxy Epoxy Red Oxide Primer * Galaxy Epoxy Zinc Rich Primer * Galaxy Epoxy Universal Primer * Galaxy Epoxy HB Finish 6690 * Galaxy Epoxy Coal Tar Black * Galaxy Epoxy Mastic 6606 * Galaxy Unikote Black III. Polyurethane Paints: PU is a popular choice for finish coats as it has excellent colour retention, durability and abrasion resistance. * Galaxy PU finish 7601 (All colours) * Galaxy PU Clear coat (Glossy/Matt) * Galaxite HP Auto Finish 7605 * * IV.

Chlorinated Rubber Coatings: CR coatings are used for immersion services and in places of temperature fluctuation. They demonstrate excellent chemical resistance and have fast drying times. * CR Primer and Finish * CR Tar Sealer Coat * CR High Build Al Primer * CR MIO Paint * CR Antifouling * V. Alkyd based Enamels and Primers: Made from Oil modified polyester resins,  alkyd based paints provide an excellent durable coating with good colour retention providing an economical painting solution in moderately corrosive environment. * GALAXITE Super Synthetic Enamel * GALAXY Marine Gloss Enamel GALAXY Steel Furniture Enamel * GALAXY Synthetic Enamel * Red Oxide Zinc Chrome Primer (IS 2074) * Zinc Phosphate Primer Grey * Cement/Wood Primer DEPARTMENT DETAILS Managing Director Managing Director DGM- Operations DGM- Operations Director Director RDD RDD QC QC Finance Finance Purchase Purchase Plant Mgr. Plant Mgr. Admin HR Admin HR Sales Admin. Sales Admin. Jr. Sales Officer Jr. Sales Officer Sr. Sales Officer Sr. Sales Officer Resin I/C Resin I/C Stores I/C I/C Stores I/C I/C Despatch I/C Despatch I/C Maintenance I/C Maintenance I/C Production I/C Production I/C

Functioning of Sales Department * Sales Administration (On the Job) Mr. Suryaji Chari ( Marketing Officer) and Mr. Kishore Vaingankher (Sales Coordination Officer) are responsible for quoting tenders, follow up on enquiries send by customers, send quotations, generate indent and follow up on payments. * Sales ; Marketing (On the Field) Mr. Nagesh Joshi (Sr. Sales Officer) and Mr. Manjunath B. (Jr. Sales Officer) are responsible for meeting clients on both Industrial and Marine Segment, follow up on payments and provide technical assistance to the customers. CHAPTER-III Introduction * Research Design * Sample Profile * Tools and Methods Data Collection * Limitations INTRODUCTION According Webster (1985), to research is to search or investigate exhaustively. It is a careful or diligent search, studious inquiry or examination especially investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts or practical application of such new or revised theories or laws, it can also be the collection of information about a particular subject. Research Methodology:

The research methodology is a frame work that is used to collect data from various industries, to know the opinion of the consumer regarding the study that is being done . This frame work makes it easy for the collection of data from an inference can be drawn. SAMPLE PROFILE Sampling refers to the method of selecting a sample from a given universe with a view to draw conclusions about that universe. A sample is a representative of the universe selected for study. Sampling Unit: The survey was targeted to Industrial paint users. Sample Size: The total sample size taken for the research is 50 different Industrial estates.

Sampling Technique: Random sampling technique was used in the survey conducted. Random Sample: This may be the most important type of sample. A random sample allows a known probability that each elementary unit will be chosen. For this reason, it is sometimes referred to as a probability sample. This is the type of sampling that is used in lotteries and raffles. For example, if any customers want to select 10 players randomly from a population of 100, customers can write their names, fold them up, mix them thoroughly then pick ten. In this case, every name had any equal chance of being picked

TOOLS ; METHODS OF DATA COLLECTION There are mainly two types of data Primary Data: It is collected by conducting survey in 50 Industrial estates with the help of close ended questionnaire. Secondary Data: The data that is acquired from books and different articles from the net. Primary method: The main source of collection data for this project is primary method. The survey was completed with the help of questionnaires and direct interaction with the customers. Secondary method: The sources of collection of secondary data are: * Books * Articles LIMITATIONS

Though there was a sincere attempt to conduct the survey in the most efficient and scientific possible manner, but every research has its own limitations. Limitations are the extent to which a project should not exceed. The limitations of the survey are as follows: * Customers ; retailers have only partial knowledge about Industrial Paints * The respondent of the questionnaire could not spare much time to answer. * Industrial estates are located quite far, so it was difficult to cover all the customers ; retailers. * The Sample Size being taken for drawing a conclusion was too small to get an accurate result. The data was of primary nature. So the degree of biases was relatively high. * The project has to be completed in 6-7 weeks, which is not enough time to cover the market. So time was the major constraints in conducting the study. CHAPTER-IV * Data Analysis and Interpretations DATA ANALYSIS Data are collected from the following Industrial Estates of Goa: * Bethora Industrial Estate * Bicholim Industrial Estate * Kundaim Industrial Estate * Margao Industrial Estate * Sancoale Industrial Estate * Tivim Industrial Estate * Verna Industrial Estate * Zuari Industrial Estate

Survey Analysis: The sample size is 50 which includes the survey of Industrial Paint consumers from the above mentioned estates as well retailers. Research Objective I: To identify the source of awareness about Goa Paints ; Allied Products for the customers Table-I | Type of organization| Source of awareness| Total| | Salesman| Other| | | Furniture ; steel| | 0| 2| 2| | | | . 0%| 100. 0%| 100. 0%| | Plumbing ; mechanical| | 0| 5| 5| | | | . 0%| 100. 0%| 100. 0%| | Electrical| | 2| 2| 4| | | | 50. 0%| 50. 0%| 100. 0%| | Logistic| | 1| 1| 2| | | | 50. 0%| 50. 0%| 100. 0%| | Hardware| | 2| 5| 7| | | | 28. %| 71. 4%| 100. 0%| | Construction| | 2| 7| 9| | | | 22. 2%| 77. 8%| 100. 0%| | Leather ; chemical| | 0| 2| 2| | | | . 0%| 100. 0%| 100. 0%| Total| | 7| 24| 31| | | 22. 6%| 77. 4%| 100. 0%| INFERENCE: It can be concluded from the above table that in Furniture ; steel, Plumbing ; mechanical and Leather ; chemical industry other source of awareness contributes 100% whereas in Electrical and Logistic both salesman and other source of awareness contributes 50% each. In Hardware sector 28. 6% of the awareness is through salesman and the rest 71. 4% through other whereas for construction sector 22. % and 77. 8% by salesman and other source of awareness respectively. It is also clearly evident from the above table that altogether 22. 6% of the awareness about Goa Paints is done by salesman and the rest 77. 4% by other source. Research Objective II: To identify the sectors willing to have contract with Goa Paints ; Allied Products Table- II Type of organization| Contract| Total| | Yes| No| | | Furniture ; steel| | 1| 3| 4| | | | 25. 0%| 75. 0%| 100. 0%| | Plumbing ; mechanical| | 2| 7| 9| | | | 22. 2%| 77. 8%| 100. 0%| | Electrical| | 3| 5| 8| | | | 37. 5%| 62. 5%| 100. 0%| | Logistic| | 0| 3| 3| | | . 0%| 100. 0%| 100. 0%| | Hardware| | 2| 6| 8| | | | 25. 0%| 75. 0%| 100. 0%| | Construction| | 3| 11| 14| | | | 21. 4%| 78. 6%| 100. 0%| | Leather ; chemical| | 2| 2| 4| | | | 50. 0%| 50. 0%| 100. 0%| Total| | 13| 37| 50| | | 26. 0%| 74. 0%| 100. 0%| INFERENCE: It can be interpreted from the above table that in the case of both Furniture ; steel and Hardware industries 25% of the unit would like to have a contract with Goa Paints whereas 75% of the units are not willing. Out of 100%o only 22. 2% of the Plumbing ; mechanical unit are willing to have contract. In case of Electrical industry only 37. % are interested for the contract. Logistic industry is unwilling to have contract. 21. 4% of the Construction Company and 50% of the Leather ; chemical industry are also willing to have contract with the company. Thus as a whole 26. 0% of the companies want to have a contract with Goa Paints and 74. 0% of the companies are unwilling to have a contract with the company. Research Objective III: To know the leading brands of Industrial Paints in Indian Paint sector Table- III | | N| Minimum| Maximum| Mean| Std. Deviation| Asian Paints| 50| 1. 00| 2. 00| 1. 1000| . 30305| Berger Paints| 50| 1. 00| 3. 0| 1. 9800| . 51468| Nerolac Paints| 50| 2. 00| 4. 00| 3. 2400| . 51745| Goa Paints| 50| 2. 00| 4. 00| 3. 6400| . 63116| | | | | | | INFERENCE: In the above table the major players in the paint sector are being compared with Goa Paints to know its market share. It is seen that Asian Paint has the mean of 1. 1000. Berger Paints, Nerolac Paints and Goa Paints have a mean of 1. 9800, 3. 2400 and 3. 6400 respectively. Here the lower means implies that it’s given the highest preference buy the consumer, therefore Asian Paints is given the 1st ranking and Goa Paints the 4th as it has the highest mean.

Research Objective IV: To know the criteria’s used by consumers, retailers and dealers in selecting/ buying paints Table- IV | N| Minimum| Maximum| Mean| Std. Deviation| Recommendation by expert| 50| 1. 00| 4. 00| 2. 4600| 1. 28110| Past performance of the paint| 49| 1. 00| 4. 00| 2. 1837| . 88208| Self-monitoring of the product| 50| 1. 00| 4. 00| 2. 3000| 1. 09265| Brand name of the paint company| 50| 1. 00| 4. 00| 3. 0600| 1. 01840| Friends advice| 50| 5. 00| 5. 00| 5. 0000| . 00000| | | | | | | INFERENCE: It is quite evident from the above table that past performance of the paint has the lowest mean that is 2. 837 followed by self-monitoring of the product with a mean of 2. 3000, recommendation by expert has a mean of 2. 4600, brand name of the paint company3. 0600 and friends advice has the highest mean i. e. 5. 0000. This clearly indicates the parameter with the lowest mean i. e. past performance has been given the highest ranking in selecting the paint subsequently self-monitoring of the product and the least preference is given to friends advice while selecting/ buying paints. Research Objective V: To identify the factors leading to the selection of Industrial Paints Table- V (Paint Related) N| Minimum| Maximum| Mean| Std. Deviation| Performance of the paint| 50| 1. 00| 1. 00| 1. 0000| . 00000| Price of the paint| 50| 1. 00| 4. 00| 1. 6400| . 87505| Quality of the paint| 50| 1. 00| 2. 00| 1. 0200| . 14142| Shades of the paint| 50| 1. 00| 12. 00| 2. 1000| 1. 71726| Safety of the paint| 50| 1. 00| 3. 00| 1. 6000| . 57143| Packaging of the paint| 50| 1. 00| 4. 00| 1. 4400| . 76024| Range of the product| 50| 1. 00| 5. 00| 1. 8400| . 81716| | | | | | | INFERENCE: For selecting/ buying paints seven different parameters as shown in the table has been ranked by the consumer.

Performance of the paint has given the mean of 1. 0000, Price of the paint 1. 6400, Quality of the paint 1. 0200, Shades of the paint 2. 1000, Safety of the paint 1. 6000, Packaging of the paint 1. 4400 and Range of the product with a mean of 1. 8400. Here the consumer has given the highest priority to Performance of the paint secondly Quality of the paint and thirdly Packaging of the paint while selecting/ buying the paints. Consumers give the least preference to the Shades of the paint and the Range of the product. Table- VI (Service Related) | N| Minimum| Maximum| Mean| Std. Deviation|

Customer friendly attitude of the salesmen/ dealers| 50| 1. 00| 4. 00| 2. 3600| . 66271| Product knowledge of the salesmen/ Dealers| 50| 1. 00| 3. 00| 1. 8200| . 62890| Proper communication and follow up| 50| 1. 00| 3. 00| 1. 8800| . 52060| Complaint handling/ Assistance| 50| 1. 00| 3. 00| 1. 7400| . 52722| Delivery time| 50| 1. 00| 2. 00| 1. 2000| . 40406| Availability of the product| 50| 1. 00| 2. 00| 1. 2000| . 40406| | | | | | | INFERENCE: As depicted in the above table six different parameters are being evaluated to find the factor that contributes most to the service.

The least mean i. e. 1. 2000 is scored by Delivery time and Availability of the product which indicates that they are the highest preference in the service category followed by Complaint handling/ Assistance and Product knowledge of the salesmen/ Dealers with a mean of 1. 7400 ; 1. 8200 respectively. The lowest ranking is given to Proper communication and follow up and Customer friendly attitude of the salesmen/ dealers. Table- VII (Company Related) | N| Minimum| Maximum| Mean| Std. Deviation| Reputation of the company| 50| 1. 00| 3. 00| 2. 0400| . 3299| Brand name of the company| 50| 1. 00| 4. 00| 1. 9800| . 55291| company has well developed agency and network| 50| 1. 00| 4. 00| 2. 1600| . 79179| Past performance of the product| 50| 1. 00| 4. 00| 2. 1200| . 65900| | | | | | | INFERENCE: The above table indicates the parameter that contributes to the Company. Here the factor with the mean of 1. 9800 i. e. Brand name of the company is given the 1st ranking by the paint consumer. Reputation of the company and Past performance of the product takes the second and third ranking with the mean of 2. 0400 and 2. 1200 respectively.

The last preference is given to company has well developed agency and network with the highest mean of 2. 1600. Thus the factor with the lowest mean of 1. 9800 is given the highest priority. CHAPTER-V * Findings ss FINDINGS * It is found that only 22. 6% of the consumer are aware about Goa Paints are through salesman and the rest 77. 4% by other source. * Only 26. 0% of the companies are willing to have contract with Goa Paints whereas the rest 74. 0% of the companies are unwilling. * Goa paints ; allied Products is rated only as an average paint company with Asian Paint being rate as excellent. While buying or selecting paints consumers gives the highest priority for performance of the paint followed by self-monitoring of the product and the least preference is given to friend’s advice. * In paint related segment highest importance is given to the performance and quality of the paint * In service related segment the highest priority is given to the timely delivery of the product and it availability. * As far as the company is concerned the consumers gives high preference to brand name, reputation and its developed agency. CHAPTER- VI * Recommendations * Bibliography Annexure * Questionnaire RECOMMENDATIONS * Sales promotion department should be formed to formulate and implement new market strategies to compete with competitors and extend market share. * For increasing the brand awreness, the company should have to effectively pay more attention on advertisement * In order to strengthen its networking the company should conduct seminars for paint users, as most of the consumers are unaware about its usage. Company should also initiate to make the consumer know about the latest development in the paint industry as well as their products. The company should mandatorily make its product manual available for all the users. * The company should concentrate on developing new agents to reach out to the prospective consumers. * Ensure that both the sales representative and dealer maintain perpetual relationship with consumers. Maintain long term relation with key dealers to promote our products * The company should collect feedback from the customers using their products so as to know their valuable opinion and suggestions. * The company should take proper care of the satisfied customers so that they do not shift to other companies. The company should make its product available in smaller cans and improve upon the packaging of its product. * To maximize recognition and positive impression the company should use logo and taglines. * Hiring display windows in the existing retail shops should be more effective to let consumer about the brand. * The company must improve on the training of the personnel’s as the customers are skeptical about the new product offerings. * The details provided about the company in its website must be updated. CONCLUSION

Working on this project was an enriching experience for me. The research has helped me to understand and know the operations of Paint Industry, the major players in the industry, various factors that lead to selection of paints and the different types of paint used. This project has given me the opportunity to implement the suggestions, so as to improve the sales of Industrial Paints and reach out to its potential customers. In this highly competitive industry it is very difficult to maintain leading position but there is definitely a scope for improvement.

Though Goa Paints & allied Products is one of the leading brands in Marine Paint segment in Goa but it needs to develop its network to capture the market demanding Industrial Paints. The research has helped to find out that advertising of the products is not effective, so there is a constant hammering needed for the ultimate customers to recognize the brand. It is imperative that Goa paints & Allied Products. fill this little chinks in its armor so that it can maintain its leadership in the coming years when the competition is set to hot up with many new private players set to enter the market.

BIBLIOGRAPHY BOOKS REFFERED:- Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha (2009), Marketing Management, 13th edition, Pearson education, New Delhi G C Beri (2005), Business Statistics, 2nd Edition, Tata McGraw- Hill, New Delhi. WEBSITES REFFERED :- http://www. brendasemanick. com/art/historyofpaint. htm http://en. wikipedia. org/wiki/Paint http://lifestyle. iloveindia. com/lounge/types-of-paint-8761. html http://stockshastra. moneyworks4me. com/paints-indian-paint-industry-analysis-and-research-report-2011/ http://www. goapaints. net/ QUESTIONNAIRE Dear Sir/Madam,

I am currently engaged in a study of Brand Awareness of Goa Paints & Allied Products. In this connection I request you to read the following questionnaire carefully and answer them. The answers given by you will be held confidential and used purely for academic purpose. Please put a tick mark in the square ? corresponding your choice. I thank you for your time. PART 1: Personal Details 1. 1) Name: 1. 2) Designation: 1. 3) Organization: 1. 4) Address: 1. 5) Contact No: PART 2: Paint Related 2. 1 and 2. 3 2. 1) How often do you buy paints? ? Daily ? Weekly Monthly ? Quarterly ? Annually ? Semi- Annually ? Occasionally 2. 2) What is the first company that comes to your mind when you think of Industrial and Marine Paints? ———— 2. 3) Which Industrial Paint/s are you using? ? Epoxy ? Polyurethane ?Chlorinated Rubber ? Synthetic enamel/ Convention paint ?Any other 2. 4) How familiar are you with Goa Paints and Allied Products? ? I buy their products on a regular basis ? I buy their product occasionally ? I’ve heard of them, but never brought their product I’ve never heard of them If the answer is from 1st 3 options then 2. 5) How did you come to know about Goa Paints and Allied Products? ?Souvenir ? Dealers ? Salesmen ? Web-site ? Others 2. 6) Are you satisfied with the existing range of products available in Goa Paints and Allied Products? ?Highly satisfied ?Satisfied ?Not sure ?Dissatisfied ?Highly dissatisfied 2. 7) If satisfied, You prefer to buy Goa paints and allied products due to (Rank from 1 to 5) ? Superior Quality ? Diversified Products ? Reasonable Price ? Value added Service ?

Timely delivery (1-1st, 2-2nd rank so on…. ) 2. 8) If the Goa Paints conducts a seminar about and its methods to aplly would you like to attend it? ?Yes ? No 2. 9) Would you like to have a contract with the company? ?Yes ? No PART 3: Selection Criteria Related 3. 1) Rank the brand as per the rating scale ? Asian Paints ? Berger Paints ? Nerolac Paints ? Goa paints and Allied Products (1-Excellent, 2- Very Good, 3- Good, 4- Average) 3. 2) How do you select/ buy paints? (Rank from 1 to 5) ?Recommendation by experts’ ? Self-monitoring of the products ?Past performance of the product ? Friends advice Brand name of the paint company (1-1st, 2-2nd rank so on…. ) 3. 3) There are many factors that could affect your selection of Paints and Specific Company . Please indicate importance of the following in your decision | Highly Important| Important| Somewhat Important| Not very Important| Not at all Important| I. Paint Related | | | | | | a) Performance of paint| ? | ? | ? | ? | ? | b) Price of the paint| ? | ? | ? | ? | ? | c) Quality of the paint| ? | ? | ? | ? | ? | d) Shades of the paint| ? | ? | ? | ? | ? | e)Safety of using the paint| ? | ? | ? | ? | ? | f)Packaging of the product| ? | ? | ? | ? | ? | g) Range of products| ? ? | ? | ? | ? | II. Service related| | | | | | a) Customer friendly Attitude of the salesmen/ dealers| ? | ? | ? | ? | ? | b) Product knowledge of the salesmen/dealers| ? | ? | ? | ? | ? | c) Proper communication and follow up| ? | ? | ? | ? | ? | d)Complaint Handling/Assistance| ? | ? | ? | ? | ? | e)Delivery time| ? | ? | ? | ? | ? | f) Availability of the product| ? | ? | ? | ? | ? | III. Company Related| | | | | | Reputation of the company| ? | ? | ? | ? | ? | Brand name of the company| ? | ? | ? | ? | ? | Company has well developed agency and network| ? | ? | ? | ? | ? | Past performance of the company| ? | ? | ? | ? | ? |