ABOUT PAINT

INTRODUCTION
PAINTING

The paints should be of fine quality. Always remember to that it is not necessary that a house should have all the walls of same color. We can have a different color for every room. Every color has a theme to tell - blue color gives a soothing effect, green revitalizes your body, yellow for spiritual development. You can choose from the wide range of colors offered by the companies. The companies mentioned below provide high quality paints for your dream house.
While choosing paint for your home or office, check if the paint is:
o Stain Resistant
o Grease and Dirt Resistant
o Scrub Resistant
o Heat Resistant
o Water-Resistant
Painting is a vital ingredient in any décor. Different surfaces require different kinds of products. The surfaces may vary from walls - interior, exterior and textured to wood and glass surfaces, metals, faux finishes, doors and handles to cars and special decorative paints for bedrooms and kids rooms and many such special requirements. The India paints companies have given many products to suit each individual need. You can get all varieties of plastic paint, acrylic paint, primers, emulsions, latex paints etc. in a wide spectrum of colors to choose from.

Selection of home and office paint goes far beyond just the matching or desired color. The texture and quality of the paint applied is what matters the most for the perfect finish you are looking for. Some of the common problems one might face with the painting jobs done on their surrounding surfaces are blistering, cracking or flaking, blocking, sagging, yellowing, fading or surfactant leaching.


CONTENTS
The paint industry is a raw material - intensive one with over 300 inputs going into the manufacturing process. Half of these are petro- based. The raw materials for paints may be classified into 5 segments---
Paint is a mixture of four elements –
o Solvents
o binders,
o pigments
o additives
Solvents give the paint a liquid flow while the binder binds it to the surface. Pigments impart colour and opacity to the paint and the additives give it special resistance properties.
Pigments, solvents, binders, additives and white cement/urea are account for roughly 50% of the total cost. Hence the industry's profits are sensitive to international price rises. When the international prices of petrochemical products falls down then the paint companies will get benefit and vice versa.
With raw material prices and tariffs expected to come down in the next few years the organised sector's operating profit and margins should go up substantially.
Most companies are hit by the fact that they do not make the raw material themselves. PAN which is manufactured from Ortyhoxylene and which goes into the production of paints with titanium dioxide is only manufactured by Asian paints. The other paint majors import their stock. Since PAN prices generally outpace international Ortyhoxylene prices by almost 50% paint Companies end up paying huge price when the price rise. For instance in Aug 1994 when the price of Ortyhoxylene shot up form Rs 24/ Kg to Rs 35 per Kg, the Pan prices surged from Rs 38/Kg, to Rs77/Kg.

Major Raw materials used in the paint production are:
Pigments: account for nearly one third of the total cost of paint production. Pigments are finely ground solids of different shades which are used to give colour, consistency, durability and other properties to the paint. Titanium dioxide (TiO2) is a vital pigment is available in two grades: anatase and rutile. Of which the former is used in interiors while the latter is preferred for exteriors.
The present demand for anatase grade Tio2 is estimated to be around 12,000 Tonnes per annum and this is expected to grow at 8% per annum while that of rutile grade is estimated to be around 50,000 TPA and this is expected to grow at 10% p.a. The paint industry presently imports Tio2 in excess of Rs 1.30 billion and this figure may go close to Rs 2 billion by the turns of the century.
Solvents: are volatile organic compounds (VOC) used to dissolve, suspend or change the physical properties of other materials. They are generally used to bring down the viscosity of paints to the desired level which also reduces the cost of paint formulation.
Solvents constitute 70% to 75% of the paint liquid and ultimately escape into the atmosphere when the fluid dries. Solvents such as ethylene glycol and alcohols are finding wider use as co-solvents in new water borne formulations.
Binders: are generally oils, resins and plasticisers that give paint its protective property. Most resin manufacturers make alkyds, polyesters, emulsion polymers, epoxy resins, amino resins etc.
Additives: are added in small proportions to the paint to improve its performance characteristics in various ways. Skinning inhibitors, fungicides, wetting agents, driers etc are included in this category.
This is a working capital intensive industry. Due to wide range of shades and varying pack sizes, the finished products tend to have a large inventory. Production of paints requires 300 different (mostly petroleum based) raw material costs normally constitutes about 65% of the sales. The paint industry derives most of its revenue in the second half of the financial as this half coincide with the festival season in India. Also sales of automobiles in India is more in the second half in comparison to the first half.
The types of paints available in the market and their utility are:
o Acoustic Paint: It is specially designed for acoustic tiles
o Alkyd Resin Paint: Best suitable for trim, doors, faux finishes and other maximized use areas.
o Drip less Paint: This paint is thicker and is most suitable for application on ceilings
o Latex Paint: The applicability of this paint is easier than most other and it dries much quickly. It is also easier to be washed.
o One-Coat Paint: It is the more expensive version of the latex and alkyd paints and is mostly chosen for surfaces that require flawlessness in color.
o Primers: This paint is the initiation for all interior paint works.
o Rubber-Base Paint: This is best for concrete and bricks.
o Textured Paint: If need is to cover any flawed surface in your house get this paint. It works well on ceilings.
Besides these home decorating and improvement paints and office paint you can also get industrial paints, aircraft paint, airplane paint, aviation paint and many other paint products with the paint shops in India.
The paint companies in India house a wide range of paint products that cater to all your needs. A whole spectrum of colors with your own textured options and application patterns are available with the paint companies. Each company has its own specialized product and some also offer home paint services. The cost of a painting job may vary with the paint chosen - acrylic, emulsion, primer etc., the paint tools being used and the painting company hired.

Price sensitivity factors
Various factors that have influenced the pricing of paints are summarised below:
• The industry is raw-material intensive. Of the 300 odd raw materials, nearly half of them are imported petroleum products. Thus, any deficit in global oil reserves affects the bottom-line of the players.
• The major raw materials titanium dioxide, ophthalmic anhydride and peutarithrithol constitute 50 per cent of the total cost. Besides, this, there are other raw materials such as castor, linseed and soybean oils, turpentine. The raw materials cost sums up to a whopping 70 per cent. Any increase in the prices of these raw materials could adversely affect paint prices.
• Most of the paint majors have to import nearly 30 per cent of their raw material requirements thus changes in import policies can affect the industry.
• The prices of packing materials such as HDPE, BOPP and tinplate have reduced considerably. However, the decision of the Central Government to ban import of tinplate waste could lead to a spurt in the prices of the tinplate in the near future.

THE INDIAN PAINT INDUSTRY - AN OVERVIEW
The paint industry of India is 100 years old. Its beginning can be traced to the setting up of a factory by Shalimar Paints in Kolkata in 1902. Till the advent of World War II, the industry consisted of just a few foreign companies, and some small, indigenous producers. The war led to a temporary stoppage of imports leading to many local entrepreneurs setting up manufacturing facilities. Nevertheless, foreign companies continued to dominate the industry. Even now, they remain contestants, though their foreign shareholdings stand reduced, with two of them having become totally Indian.
Currently, the industry has a sales turnover of about Rs. 3,600 crores. In terms of volume, it corresponds to 5 lakh tons. The industry is composed of two sectors, the organized and the unorganized. The organized sector controls 70% of the total market. The remaining 30% is in the hands of the unorganized sector, consisting of 2000 odd small-scale units.
The industry is not capital intensive. It is however working capital intensive. The demand for paints is fairly price-elastic and is linked to economic and industrial growth. Demand is somewhat seasonal in nature—- low during monsoon months, high during festival seasons.
Highlights
• The Indian paint industry is a Rs 49 billion sector.
• The demand for paints is relatively price-elastic but is linked to the industrial and economical growth.
• The per capita consumption of paints in India is very low at 0.5 kg per annum if compared with 4 kgs in the South East Asian nations and 22 kgs in developed countries. The global average per capita consumption is 15 kg.
• In India the organised sector controls 70 percent of the total market with the remaining 30 percent being in the hands of nearly 2000 small-scale units.
• In India the industrial paint segment accounts for 30 percent of the paint market while the decorative paint segment accounts for 70 per cent of paints sold in India.
• In most developed countries, the ratio of decorative paints vis-Ã -vis industrial paints is around 50:50.
• All the industry majors have a vast dealership network and are required to maintain high inventory levels.
• Most of the paint leaders have technical tie-ups with global paint leaders.
Sector trends
The recession in the construction and automobile sector had thrown in shades of grey across the Industry spectrum, but the revival in these sectors is cause for cheer for the paint industry as well. The balance sheets of the industry majors are now painted with bright colours.
Sector specifics
On product lines, paints can be differentiated into decorative or architectural paints and industrial paints. While the former caters to the housing sector, the automotive segment is a major consumer of the latter. Decorative paints can further be classified into premium, medium and distemper segments. Premium decorative paints are acrylic emulsions used mostly in the metros. The medium range consists of enamels, popular in smaller cities and towns. Distempers are economy products demanded in the suburban and rural markets. Nearly 20 per cent of all decorative paints sold in India are distempers and it is here that the unorganised sector has dominance. Industrial paints include powder coatings, high performance coating and automotive and marine paints. But two-thirds of the industrial paints produced in the country are automotive paints.
Technology collaboration
All the paint majors have tie-ups with global paint leaders for technical know-how. Asian Paints has formed a JV with PPG Industries Inc to service the automotive OEMs.
Berger has a series of tie-ups for various purposes. It has a technical tie-up with Herbets Gmbh of Germany in addition to its joint venture with Becker Industrifag. With the agreement with Herbets coming to an end in 2001, Berger has now allied with the Japanese major Nippon Paints to boost its OEM turnover since the Indian roads are being flooded with Japanese automobiles. It also has an agreement with Orica Australia Pvt. Ltd. to produce new generation protective coatings. The company also has tie-ups with Valspar Corp and Teodur BV for manufacturing heavy duty and powder coatings.
Incidentally, ICI makes paints with the technical support of Herbets, which has been recently acquired by E I Du Pont de Nemours of the US. Interestingly, Du Pont, which is a leader in automotive coatings in the US, has a technical tie-up with Good lass Nerolac for the manufacture of sophisticated coatings for the automotive sector. Goodlass also has technical collaborations with Ashland Chemicals Inc, USA, a leader in the petrochemical industry, Nihon Tokushu Toryo Co and Oshima Kogyo Co Ltd, Japan.
Overseas expansion
If the global Goliaths are foraying into the Indian paints market aggressively, the Indian paint companies are also spreading their wings. Asian Paint exports its paints to over 15 countries. It also has joint ventures in Fiji, Tonga, Nepal, Vanuatu, Solomon Islands, Australia, Oman and Mauritius. In October 1999 it acquired 76 per cent equity stake in Delmege Gorsyth & Co (Paints) Ltd, the second largest paint company in Sri Lanka with a 12 per cent market share in Sri Lanka's Paint Industry. Within a short span of just five years, the company has emerged as the number one player in these markets.

MARKETING ENVIRONMENT
ECONOMIC ENVIRONMENT
• GDP growth of 6% for current fiscal looks optimistic
• Manufacturing sector continues its downward run
• Service sector performance has declined on a comparative basis
• Agriculture remains the only silver hope with an estimated growth of around 3-4%
• Lowered interest rates have led to a boom in housing sector. The govt. has allocated Rs. 1,000 crores for rural housing.
• Reduction of interest rate by about ½% by RBI has also been a welcome step.
• On the back of the above scenario, Asian Paints, sales for H1 of FY 2002 increased by 2.4% to Rs. 612.14 from Rs. 597.68 crores. Net Profit was up by 0.8% to Rs. 49.4 crores from Rs. 49 crores. “Sales in the first half of the year have not been very impressive for the company. This is because the festive season of Diwali is in mid November. As a result the season sales will be split between the 2nd and 3rd quarter of the current financial year. The 3rd quarter will be much better for the company.” Says Mr. Ashwin Dani, Vice Chairman & MD, Asian Paints. “The overall recession hampered growth for the industry. However, we expect sales in the second half to be much better than the first half’ added Mr. Dani.
• Y-0-Y sales were marginally lower by 2.8% at Rs. 338.3 crores from Rs. 348 mainly due to late Diwali festival resulting in Diwali sales being in spilt between the 2nd quarter and 3rd quarter. For e.g. in FY 2000, when Diwali was on November 10th 40% of the festive sales volumes were in September whereas 60% of the festive sales took place in the month of October. Company expects value sales growth of around 8% by end of October & November. October sales are expected to be 30% more than in October 2000.
• The decorative market has posted an average performance and is expected to have grown by around 2% in H1 of FY 2002 with all product categories haven shown growth. Product mix has changed towards high end products mainly due to price reductions in the month of April (by 2.5%) and August (1%). Price reduction was mainly due to softening of raw material prices. However, there has been an increase in weighted average selling price has increase.
• The exterior segment has performed very well due to a shift from lower end value products to higher end products, especially in the rural area. The new products preformed extremely well for the company.

TECHNICAL ENVIRONMENT
Today is the computer world; we can choose the colour with the help of computer. In earlier day only few colours are available but now there are N numbers of colours are available with the help of computer. Due to technological development we can feed a sample home in the computer and select a colour which is suitable to that home. Choose the shade that depicts your personality or choose the one, which would go with your furniture and curtains or choose the one, which will visually make your room look bigger. We have developed a tool that would let you select just the right shade for you depending on the criterion you wish to select.
SOCIO-CULTURAL ENVIRONMENT
Countries like India people are very much cultured and sentimental. They are interested in festivals like Diwali, Pongal, rangoli, Ramadan etc and any functions like marriage they are suppose to do painting. This plays a major role which influencing the purchase of paint for their home. If we take Industry, any function may happen like golden ceremony or diamond ceremony etc. At that time they use painting their Industry. In the industrial segment industries like automobiles, motorcars are the buyers, for them price will not be a major problems but the availability of various number of colours is major thing. Paint becomes one of the components of a bike or car. And also they are suppose to give Colour variations
MARKETING SEGMENTATION
The main Segments in paint industry has two main segments – application-wise
DECORATIVE/ARCHITECTURAL PAINTS
INDUSTRIAL PAINTS
The demand for decorative paints is highly price-sensitive and also cyclical. Monsoon is a slack season while the peak business period is Diwali festival time, when most people repaint their houses. The industrial paints segment, on the other hand, is a high volume-low margin business. In the decorative segment, it is the distribution network that counts while in the industrial segment the deciding factor are technological superiority and tie-up with automobile manufacturers for assured business. The decorative / architectural paint segment accounts for 70% of the total paint market while the industrial paint segment accounts for the remaining 30%.

The industrial paints segment can be further classified into automotive paints, marine, powder coatings, high performance coating, and others. Original equipment manufacturers (OEM) of products such as automobiles, furniture and white goods such as refrigerators are prime consumers of industrial paint. The automobile industry accounts for 50% of the industrial paint market. A good part of the demand is from is from shipping and heavy industry, Navy being the largest customer in shipping.
AP is the industry leader, with an overall market share of 33% in the organized sector. Threat of global competition is minimal in the industry.
The share of industrial paints in the total paint consumption of the nation is very low compared to global standards. It accounts for 30 per cent of the paint market with 70 per cent of paints sold in India for decorative purposes. In most developed countries, the ratio of decorative paints vis-Ã -vis industrial paints is around 50:50. But, with the decorative segment bottoming out, companies are increasingly focusing on industrial paints. The future for industrial paints is bright. In the next few years, its share would go up to 50 per cent, in line with the global trend.
DECORATIVE SEGMENT
INDUSTRIAL SEGMENT


Buyer BEHAVIOUR
As per the decorative segment the buyers are individuals as well as industries. But in industrial segment the buyers are only industries especially automobiles, motor etc.
As per the industrial concern in order to increase the sales they are suppose to provide various kinds of colours. Price is also one of the factor which influencing the buyer behaviour. Customers’ i.e. Automobile industries, in order to reduce the production cost they seek only less priced paints.
In case of decorative segment, company should concern about Individual’s Behaviour. Individuals may belong to lower class, middleclass and upper class. As per the class they belong their taste and preference may differ. They will consider about the cost. So in this case, price decides what kind of paint is to be selected.
For the purpose of prestige, people may select certain kind of paints. They chosen the paint by using certain service provided by the paint company. In order to motivate the customer certain paint industry develops a tool called “Cost Calculator" to answer all the queries related to Painting cost. This tool will give you an estimate of paint and painting cost for different brands that you have short listed using our "select the right product” tool. Depending on the features and cost trade off of various short listed brands, you are now in a position to decide on a brand with which you want to paint your home.

MAJOR PLAYERS IN THE MARKET
In paint industry the following are the major players in organized sector.

 Asian Paints (India) Ltd. (APIL)

 Berger Paints

 ICI India Ltd. (ICIIL)

 Goodlass Nerolac Paints Ltd. (GNPL)

OTHER TOP PLAYERS

 SHALIMAR
 Bombay paints
 glossy paints
 Jenson and Nicholson paints
 Nitco paints
 Sterling decors
 CICO
Asian paints are the industry leader with an overall market share of 33 per cent in the organised paint market. It has the largest distribution network among the players and its aggressive marketing has earned it strong brand equity. The Berger Group and ICI share the second slot in the industry with market shares of 17 per cent each. GNPL has a market share of 15 percent in the organised sector.


Asian Paints Ltd. India

Asian Paints Ltd. was established in 1942. More than half a century down the lane, today Asian Paints is India's leading paint company. The name Asian Paints itself is used as a synonym to home painting solutions. Asian Paints enjoys the maximum paints market share in India since 1868. In Asia, Asian Paints holds the third position and it is only going to get higher.
Asian Paints is India's largest paint company and the third largest paint company in Asia today, with a turnover of Rs 36.7 billion (around USD 851 million). The company has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 21 countries and has 29 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.

Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the 'Best under a Billion' award, to the company. Asian Paints is the only paint company in the world to receive this recognition. One of the country's leading business magazines "Business Today" in Feb 2001 ranked Asian Paints as the Ninth Best Employer in India. A survey carried out by 'Economic Times' in January 2000, ranked Asian Paints as the Fourth most admired company across industries in India. The global operations of Asian Paints are taken care of by their subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. Asian Paints along with PPG Inc, USA is one of the leading manufacturers of automotive coatings in the world. Industrial coatings market is catered to by Asian Paints Industrial Coatings Limited. To touch the realm of powder coatings, Asian Paints Industrial Coatings Limited has reached a tie-up with Protech Chemicals that is a world giant in powder coatings.

TARGETING & POSITIONING
AP dominates the decorative segment, with a 38% market share. APIL, the leader in decorative paints, ranks a poor second after Goodlass Nerolac in the industrial segment with a 15 per cent market share. But with its joint venture Asian-PPG Industries, the company is aggressively targeting the automobile sector. It has now emerged as a 100 per cent OEM supplier to Daewoo, Hyundai, Ford and General Motors and is all set to ride on the automobile boom.
APHS to reduce the inconvenience from painting and increase the consumers association of painting with home décor, and build a service brand of Asian Paints, comparable to any of the admired service brands in the country.
They have provided 7 year performance guarantee for their some of the products especially for Apex ultima.
MARKETING MIX
PRODUCT:
The various paint products by Asian paints are as follows

INTERIOR WALLS PAINTS:
• Royale Play
• Royale Luxury Emulsion
• Asian Paints Premium Emulsion
• Asian Paints Interior Walls Finish - Luster Or Matt
• Tractor Emulsion Smooth Wall Finish
• Tractor Acrylic Or Synthetic Distempers
• Utsav Acrylic Distemper Utsav Distemper

EXTERIOR WALLS PAINTS:
• Apex
• Apex Stretch
• Apex Ultima
• Apex Textured Exterior Emulsion
• Ace Exterior Emulsion

PRICE:
RS.
Interior wood - 150.00 /ltr.
Exterior wall - 130.00 /ltr.
Emulsion - 110.00 /ltr.
Interior emulsion Royal - 300.00 /ltr.
Premium emulsion - 220.00 /ltr.
Wall putty - 55.00 /kg
Premier (wood) - 115.00 /ltr.
Premier (wall) - 100.00 /ltr.
Exterior premier - 115.00 /ltr.
Varnish - 155.00/ltr.
Distemper
Synthetic grade 1 - 65.00/ kg.
Acrylic distemper - 70.00/kg.
PROMOTION:

An online color visualiser can help you in selecting the shade for each room or wall in your home or office. Asian Paints have applied a key marketing strategy, flooding the leading media channels with their ads and marketing campaigns. Asian Paints have left the competitor brands way behind in not just the market share but also the recognition factor. They have a countrywide network of dealers and retail shops making their painting solutions products available to you in the easiest possible manner.
Asian Paints website offers a comprehensive list of the products manufactured by Asian Paints. A shade card catalog covering the entire palette of shades and colors is also available at the retail shops or online on Asian Paints.com.
Asian Paint Home Solutions has ensured that our personnel and associates attend to you responsibly, across all serviceable locations. APHS believe that there should be no compromise on quality and standards in the service.
APHS team works together with all product teams towards new ideas and concepts to paint your home. There are several trials conducted and monitored to test these concepts before it is proposed to the consumers.
The technical team also plays a very crucial role in identifying the environmental challenges and surface conditions where our products need to be applied. We monitor product performance at every level so that our customers have a hassle free painting experience.
The inception of Asian Paints Home solutions was a step towards integrating our offering to the customer by providing him a total painting service instead of just selling paint. We envisaged a professional painting service from Asian Paints Limited that will set benchmarks in the painting segment for painting procedures and best practices.

PHYSICAL DISTIBUTION:
At the time Asian Paints (AP) entered the Indian paint business, distribution was the most crucial task for any new entrant. Both physical distribution and channel management posed formidable challenges. The companies also extended virtually unlimited credit to the distributors. The credits outstanding for the supplies made throughout the year were required to be settled by the wholesale distributors only at the year end.
The company has more than 15,000 retail outlets in its network which are spread across the country. Asian Paints also bring to you Home Solutions Services in select cities like Ahmedabad, Chennai, Cochin, Coimbatore, Delhi, Hyderabad, Jaipur, Kolkata, Mumbai and Pune. Newer cities like Noida, Greater Noida, and Gurgaon are also being added in the list.
These distributors had neither the compulsion nor the motivation to invest in distribution infrastructure. They were not required to move out to semi-urban and rural areas. They concentrated on big cities where they could make the sales without much investment in distribution infrastructure and market development. Also, they were shutting the doors on any new paint company seeking an entry into the business. In other words, these distributors controlled the paint business and were making it impossible for a new paint company to enter and establish itself in the business.


GOODLASS NEROLAC PAINTS LTD INDIA
The history of Nerolac Paints dates back to 1920. Nerolac Paints was established as Gahagan Paints and Varnish Co. Ltd. in Mumbai. In 1933, it transformed to Goodlass Wall India Ltd. and became a Pvt Ltd. Company in 1946, before getting the name Goodlass Nerolac Paints Pvt. Ltd in 1957. And recently in 2006, it acquired the present name Kansai Nerolac Paints Ltd. but these changes in names haven't deterred the reputation Nerolac Paints hold.
Kansai Nerolac Paints is a subsidiary of Japan based Kansai Paint Company Limited that is one of the top ten coating companies in the world. Nerolac is the second largest in their field in India with a leading position in industrial and automotive paints also in powder coatings.

The latest customer based service by Kansai Nerolac India Limited is the Nerolac Assured Paint Service. This is painting services for your home by expert craftsmen of Nerolac. They give you the best of textured finish and help you decide the designs and patterns that will suit the walls of your house. This service is available in select cities like Mumbai, Bangalore, Delhi, and Kanpur etc.


TARGETING & POSITIONING
Nerolac is actively involved in providing newer and more innovative paint products to give you the perfect finish you wish. The industrial paints include automotive, powder, general industrial and high performance coatings. These are the expertise products giving the leading position to Kansai Nerolac Paints Limited.
The Disney Emulsion Paints targeted mainly at the kids' room painting works were a major hit. Nerolac gained a lot of popularity in this category targeted specially at the kids. Nerolac Disney Collection was launched in a tie-up with Walt Disney Company (India) since the kids’ room décor is incomplete without their most favorite Disney characters Mickey, Donald, Goofy and Pluto.
GNPL dominates the industrial paints segment with 41 per cent market share. It has a lion's share of 70 per cent in the OEM passenger car segment, 40 per cent share of two wheeler OEM market and 20 per cent of commercial vehicle OEM market. It supplies 70 per cent of the paint requirement of Maruti, India's largest passenger car manufacturer, besides supplying to other customers like Telco, Toyota, Hindustan Motors, etc. GNPL also controls 20 per cent of the consumer durables segment with clients like Whirlpool and Godrej GE. The company is also venturing into new areas like painting of plastic, coil coatings and cans. . GNPL, the number-two in the decorative segment, with a 14 per cent market share.
MARKETING MIX
PRODUCT:
The paint products by Nerolac Paints for Home and Office Walls include:

INTERIOR SURFACES PAINTS

Water Based

Emulsions:
• Nerolac Impressions - 24 Carat/ Metallic/ Disney
• Nerolac Beauty - Premium Acrylic Emulsion/ Silky Smooth/ Smooth Finish
Distemper:
• Beauty Premium Acrylic Distemper
• Beauty Acrylic Distemper
• Beauty Oil Bound Distemper
Solvent Based:
• Nerolac Pearls Luster Finish
• Nerolac Synthetic Flat Paint Interior
Enamels:
• Nerolac Synthetic
• Nerolac Satin
• Goody Synthetic
• Impressions Hi-Performance
EXTERIOR SURFACES PAINTS

Emulsions:
• Impressions Excel - Anti Peel/ Total
• Suraksha Advanced
• Nerolac Suraksha

Cement:
Nerocem With Titatnium +
Special:
• Nerotex Matt Decorative & Protective Exterior Finish
• Nerolac Impressions Ever last Self Cleaning with Piolite
Besides these home or office décor paints, for the Wood Structures you can get:
o 1k PU
o Mel ‘mine
o 2k PU
o PU Interior +
o Multisealer
o Water Clear Lacquer
o Wood Stains
o NC Sanding Sealer
o NC Wood Filler
o NC Thinner
For Metal Surfaces, Nerolac brings the following products:
o Nerolac Impressions Hi - Performance Enamel
o Nerolac Satin Enamel
o Nerolac Synthetic Enamel
PRICE
Nerolac suraksha adv. Acrylic exterior - 2180.00 /20 liters
Nerolac suraksha plastic exterior emulsion - 1508.00 / 20 liters
Wall putty - 723.00 / 25 kg.
PROMOTION
Nerolac Paints India offer an online guide to painting jobs that can be helpful in deciding the type of paint that will be most suitable for the surface you wish to paint and give tips for the care and precautions to ensure maximum and optimum finish.
The Nerolac website gives a complete shade card citing all the shades and colours available in the paint you want, painting cost calculator, online color visualiser that will show you a picture of how the selected color would look on the surface painted and Vaastu solutions for your house.
The paints you use are the paints we make at Nerolac. Nerolac umbrella of products is wide enough to take care of all your requirements. To know which paint suits your requirement, just use our "select the right product" tool. You can also look at our entire product range to explore more "products" in our offerings.
Vastu Shastra is an ancient science-cum-philosophy, based on astrology and Hindu divinities, developed by the sages of yore to ensure good fortune for the home builder and dweller. It aims at providing guidelines for proper construction.

PHYSICAL DISTRIBUTION
Goodlass Nerolac comes second with around 9,000 dealers. Recently GNPL increased its distribution network to 10,700 outlets to compete with APIL effectively. The Nerolac website gives a complete list of the dealers’ network.

Berger Paints India Ltd.

Berger Paints India Limited has seen India since 1923. Berger Paints have been a companion in India's industrial growth and has provided decoration and industrial paints products to all. Berger paints have a solution for interior or exterior walls paint, woods or metal surface paints, industrial application paints like automotive and aviation paints and special kids’ room décor paints.

Berger Paints provides high quality painting products that have helped Berger in attaining ISO certification. Berger enjoys immediate recognition in the international market as well. Global presence of Berger Paints is equally rich as is the domestic presence in India. In India, Berger Paints is the third largest paints company.



TARGETING & POSITIONING

It is predominantly engaged in the decorative paints segment, which is responsible for two-thirds of its sales. Berger is one of the players in the sector with 10 per cent in the industrial segment. I also have 9 percent in the decorative segment.
Exterior Emulsions like WeatherCoat and Walmasta have superior quality emulsions in the formulations, which make them more rugged and durable in the face of climatic extremes. Additionally the colorants used in these products are UV resistant making them fade resistant. A feature like "Breathability" ensures that small amounts of water are expelled from the wall surfaces. These products also have Anti-Fungal properties ensuring that your wall looks fresh and vibrant for much longer.
Colorbank is the computerized Tinting system introduced by Berger Paints. It involves addition of precise quantities of colorants to a base paint. The base paint is effectively white paint prepared to accept the colorants through this system.
Colorbank products are superior in quality vis-à-vis regular products. Also in regular brands you have limited number of shades whereas in the Colorbank system you have an option of over 5000 shades.

Designer finishes have recently been introduced by Berger paints under the brand name illusions which may be availed of by you; this service however has currently been introduced only in some cities so far. It provide 5 years warrantee.


MARKETING MIX

PRODUCT
The paint products by Berger Paints India include:

INTERIOR WALLS PAINTS COATINGS
o Luxol Silk Luxury Premium Emulsion
o Rangoli Easy Clean Emulsion
o Rangoli Super Acrylic Emulsion
o Bison Super Emulsion
o Bison Acrylic Distemper
EXTERIOR WALLS COATINGS
o Weathercoat Long Life
o Weathercoat Smooth 100% Acrylic Emulsion
o Weathercoat Textured Exterior Emulsion
o Walmasta Antifungal Exterior Emulsion
o Durocem Extra Waterproof Cement Coatings
SPECIAL SURFACE PAINTS:

Enamels for Metal Surfaces:
o Luxol Hi Gloss Synthetic Enamel
o Luxol Duroglaze Rich Matt Enamel
o Luxol Luster Enamel
Wood Finish Coatings
o Woodkeeper PU Clear
o Woodkeeper Melamine
PRICE
ENAMELS Rs..
Luxol hi-gloss synthetic enamel - 2713.00 / 20 ltrs
Luxol satin - 3088.00 / 20 ltrs
Luxol lustre - 2863.00 / 20 ltrs
Luxol luster base - 2784.00 / 20 ltrs
Butterfly G.P synthetic enamel - 2090.00 / 20 ltrs
Butterfly furniture - 2270.00 / 20 ltrs
INTERIOR PAINTS
Silk luxury premium emulsion - 5821.00 / 20 ltrs
Rangoli easy clean white - 4473.00 / 20 ltrs
Vinyl plastic emulsion - 3356.00 / 20 ltrs
BP synthetic interior flat - 2919.00/ 20 ltrs
EXTERIOR PAINT
Weathercoat long life - 4713.00/ 20 ltrs
Weathercoat smooth group 1 - 3728.00/ 20 ltrs
Weathercoat smooth group 2 - 3798.00 / 20 ltrs
Weathercoat textured exterior finish - 3260.00 / 20 ltrs
Walmasta - 2267.00 / 20 ltrs

PROMOTION
On the website of Berger Paints you get an online color visualiser that gives you an idea of how your walls would look with the paint shade you have chosen, a painting cost estimator is also provided to calculate the cost of the paint products, services and equipments for the painting job you desire and also get an online shade card that shows all the Berger Paints shades and colors in paint type you have chosen.

Berger Paints Home Decor comes in, with a range of services that help you determine the kind of paint you need, the quantity of paint required, the total cost involved, color schemes and ideas. So just by contacting the Berger Paints Home Decor you not only get expert advice but the right people for the right job and if you want they will even take up the job for you and Berger paints Home Decor will answer every question you have about painting, including the difference between every paint offered by Berger paints, what's the best for kitchens and toilets, how to avoid fungus on the exterior and so on.

Besides the paint products, Berger Paints India brings to you specialized painting services like:

Lewis Berger Home Painting
If you are looking for a painting solution, look no further just dial up Lewis Berger Home painting and leave the pain out of painting. The experts at Lewis Berger will take care of everything right from the selection of the product to be used, well-trained painters, supervision, and painting materials delivery to clean up process. All this and a warranty on the work done, you certainly get more than expected at Lewis Berger Home Painting

Illusions
The beautiful home decors as seen in plush interior magazines are no longer just pictures of fantasy; they have been brought right to your home by Lewis Berger Paints. Get designer finishes for your house walls and offices turning you into neighbors' envy. This decorative paints service by Berger Paints gives multi chrome finishes and designs that redefine the very style of your living or working space.

Galaxy
This is a Berger Paints specialty service for the most treasured customers of Berger - the kids. Get the glowing galaxy of stars right in your room. Capture the night sky into the ceiling of your kids' room by this easy-to-use self-help kit.

Berger Kidz
The desire of kids is a command for Berger Paints. The popular cartoon network characters of Johnny Bravo, Powder-puff Girls, and Dexter etc. can be brought to accompany your kids in their room. Call up Berger Kidz Home Painting Service and gift your kids their dream of meeting their favorite cartoon stars.

PHYSICAL DISTRIBUTION
BERGER controls a distribution network comprising of 66 stock points and approximately 10,000 dealers, spread across the country.

ICI India Ltd.

ICI Dulux Institutional is a world leader in paints. They provide for home decoration and industrial painting products. Their Indian subsidiary is ICI Dulux India whom we popularly know as Dulux Paints India. The innovative consumer based paint products and painting services by Dulux Paints have given it a reputation of pride.
Dulux Paints keep introducing newer products in the market in accordance with the growing needs of the painting market. Special diamond glaze and matt finish paints by Dulux are gaining popularity. Other paint products besides the above mentioned include endurance paint, floor paints, full cover texture paints, feature walls painting kits, gloss paints, gentle touch, heritage colors painting kits, heritage range of paints, lumitec and nature's touch designs, quick dry gloss finish paints, supermatt satin wood paint for wooden surfaces, vinyl silk look and vinyl matt finish paints.
The latest product offerings by Dulux Paints are the much publicized Dulux Velvet Touch Paints. The ads for Dulux Velvet Touch are storming the leading media channels and capturing the fantasy of home decorators for that perfect touch. Special kid zone at Dulux Paints caters to the kids’ room décor paints and themes. Special easy-to-use and self-help kits are available in the market from the house of Dulux Paints India.
TARGETING & POSITIONING
ICI is one of the other players in the sector with 9 per cent share in the industrial segment and 8 percent in the decorative segment. Around the world ICI Dulux is perceived to mean quality, utility and beauty. But beyond that is something that ICI Dulux has earned through innovation and commitment to customers – trust. ICI focuses on by initiating and developing innovative activities and promotions. This helps build the ICI family so that customers get a high degree of personalised service and professional guidance to facilitate their final decision.
MARKETING MIX
PRODUCT
The paint products by ICI Paints India include paints for:

INTERIOR WALLS AND CEILINGS
o Dulux Velvet Touch
o Velvet Touch - Colour Features 2005
o Dulux Supreme 3-in-1
o Dulux Acrylic Emulsion
o Dulux Satin Finish
o Maxilite Distemper
o Supercote Interior Emulsion
EXTERIOR WALLS
o Dulux Weathershield Max
o Dulux Weathershield Tex (for textured finish)
o Dulux Weathershield
o Supercote
o ICI Paints Exterior Acrylic Primer
o ICI Pre Treatment Coat
METAL SURFACES
o ICI Dulux Satin Finish
o Super gloss 5-in-1
o ICI Dulux Gloss
WOODEN SURFACE
o ICI Dulux Satin Finish
o Super gloss 5-in-1
o Dulux Gloss
o Dulux Timber tone Melamine
TILES
Dulux Tileshield
PRICE Rs.
Dulux Inspira- soft cashmere finish top coat I - 3688 / 4 ltrs.
Dulux velvet touch emulsion - 6426.90 / 20 ltrs
Dulux supreme 3 in 1 - 4604.40 / 20 ltrs
Dulux acrylic emulsion - 3364.80 / 20 ltrs
Dulux light & space - 4539.00 / 20 ltrs
Dulux satin finish - 3180.60 / 20 ltrs
Dulux super gloss 5 in 1 - 3475.10 / 20 ltrs
Dulux gloss synthetic enamel - 3171.90 / 20 ltrs
Dulux weather shield - 3566.24 / 20 ltrs
ICI acrylic distemper - 763.20 / 20 ltrs

PROMOTION
The ads for Dulux Velvet Touch are storming the leading media channels and capturing the fantasy of home decorators for that perfect touch. Special kid zone at Dulux Paints caters to the kids’ room décor paints and themes. A confidence cemented by decades of superior standards and performance, motivated by understanding the emotional needs of its customers. It’s warmth that has opened the doors of countless homes to the colorful, wonderful world of ICI Dulux. ICI Dulux advertising has created brand awareness, highlighted what the brand offers and has consistently brought all of it top-of-the-mind for the customer. But the outreach effort does not end there.
PHYSICAL DISTRIBUTION
The Company has a wide distribution network. The entire country is divided into 4 zones, each of which is headed by a Regional Business Manager. The Company has more than 45 branches and depots who service more than 6000 dealers all across the country. With its wide distribution network the Company is able to reach not only the urban market but also the rural and up-country markets.


Shalimar Paints Limited India
Shalimar Paints was incorporated in India in 1902 as Shalimar Paint Color & Varnish Co. Ltd. It became a public limited company in 1961 and adopted the present name Shalimar Paints Limited in 1963. Shalimar Paints was the first large-scale manufacturing unit in India and also in the whole South-East Asia region.

Some of the most recommendable achievements by the Shalimar Paints R & D units are being the first Indian company to develop a radiation resistant paint for nuclear power plants coating and another would be aviation coatings epoxy/ vinyl system for ester lubricant resistant aircraft finish.
TARGETING & POSITIONING
Shalimar Paints offers comprehensive products range covering all kinds of paints applicable in home and office decoration and industrial settings. The architectural coatings in home and office on interior and exterior walls are specially designed and formulated. Shalimar has an 8 per cent share in the industrial segment. It also has 6 percent in decorative segment.
MARKET MIX
PRODUCT
The whole range of Shalimar Paints products include:

Synthetic Enamel Paints
o Superlac Hi - Gloss Synthetic Enamel
o Superlac Satin Finish Soft Sheen Synthetic Enamel
o Superlac Luster Finish
o Diamond Synthetic Enamel
o Goldmin Synthetic Enamel
Synthetic Enamel Paints
o Xtra Premium 100% Acrylic Exterior Finish
o Superlac Acrylic Emulsion
o Shaktiman Exterior Acrylic Emulsion
o No. 1 Premium Acrylic Distemper
o Hussain Collection Premium Acrylic Emulsion
o No. 1 Silk Emulsion
o Mela Acrylic Distemper
o Cement Paints - Cemkote, Cemkote Plus, Mahacemkote
Wood Finishes And Protection Paints
o Malalac Melamine Wood Finish
o Kiricide Brown And Clear
o Black Board Paint
Aluminium Paints
o Lustrol Aluminium Paint
o Heat Resisting Aluminium Paint (Upto 250OC)
o Shalimar GP Aluminium Paint
Putty
o Magic Acrylic Wall Putty
o Gold Size Glass Putty
Primers
o Wall Neutralizing Cement Primer
o Water Thinnable Cement Primer
o Pink/ Grey Primer For Wood
o Red Oxide Metal Primer
o Synthetic Red Lead Primer
o Red Oxide Zinc Chromate Primer
o Zinc Chromate Primer Yellow
o Universal White Primer
o Rustguard Red Lead Primer

Varnishes And Polish
o Superlac Clear Synthetic Varnish
o Golden Guinea Copal Varnish
o Golden Guinea French Wood Polish
Dry Colors
o Heart Brand Dry Colours For Cement Floors
o Red Oxide
o Deep Black
o Green/Blue Oxide
o Yellow Oxide

Road Marking Paints (Available in White and Golden Yellow Shade)
o Thermoplastic Hot Melting Road Marking Paint (Road Coat)
o Water Based Road Marking Paint
o Chloro Based Road Marking Paint
o Spirit Based Road Marking Paint

PRICE
The ability of a paint manufacturer to increase prices depends on which segment it operates in either decorative or industrial. It also depends on the colour which the customer chooses. In industrial paints, the bargaining power of customers (i.e. auto manufacturers, industrial majors and government agencies), is higher. As a result, whenever there is an escalation in input cost, industrial paint manufacturers are not in a position to pass on the cost to customers. In case of decorative price of paint is fixed. The importance of economies of scale is higher in industrial as compared to decorative paints.
PROMOTION
The promotional strategy of Shalimar Paints includes media commercial and ad airing on every TV channel, newspaper, radio channel and other media forms. Besides this, many huge corporate houses have also had long-term association with Shalimar Paints. These include Jindal Stainless and Jhunjhnuwala Group. As per the profit & loss account of march 2007. Shalimar paints spent Rs. 48.76 crores as promotional expenses


PHYSICAL DISTIBUTION
Shalimar Paints have their corporate office in Mumbai and three manufacturing units at Howrah, Nasik and Sikandrabad along with 45 branches and depots. The branches and depots of Shalimar Paints spread all across India cater to the distribution of Shalimar Paints products to over 6000 dealers and distributors.