Vishal

Shalimar Paints Marketing strategy In Bangalore
1. INDUSTRY PROFILE
The Indian paint industry has come a long way from the days when the paints are
considered a luxury item. Today the awareness level of preventing corrosion through paints is
relatively high, a development that should be boost to the paint industry. Industrial segment is
also the more profitable segment of the industry due to value addition in the form of specialized
functions that these paints perform.
This report provides in-depth information and analysis on the Rs 5,200 million
industrial paint markets are split into five segments: Automotive coatings, High performance
coatings, Marine paints and Powder coatings.
Automotive coatings for 2 wheelers and 4 wheelers constitute nearly 50% of the market
where Good lass is the leader.
High performance coatings are used in plants for fertilizers, petrochemicals and
offshore oil installation where anti corrosive protection is very essential and this market is shared
amongst Shalimar Paints, Good lass and Berger paints. This segment accounts for nearly 16% of
the industrial paint market.
Powder coatings for white goods have a 10% market share of the industrial paint
market. This market is shared amongst Shalimar Paints, Nerolac Paints. Marine paint accounts
for 8% of the industrial paint market.
The Oxford College of Engineering Bommanhalli , Bangalore Page1

The Industrial segment is dominated by the organized sector due to being highly
technologically oriented. The industrial paints segment has grown at a cumulative growth of
more than 20% over the last 4 years owing to tremendous growth. The typical characteristics of
Indian paints industry have been discuss in dept covering the typical features of the industry viz.,
raw material intensiveness, working capital intensiveness, seasonality of demand, price elasticity
of demand and low entry barriers.
The current global scenario with reference to the paint industries has been covered in the
report with special focus on auto-coats market, which is the key growth rate in the international
market.
The current scenario prevailing in the Indian paint industry has been pictured in the detail.
The share of organized and unorganized sector has been detail, discussing the impact of recent
issues and trends on the industry dynamic.

2. COMPANY PROFILE
Incorporation 16/12/1902
Corporate status Public limited company
Business Paints
Industry classification Paints
Manufacturing facilities Howrah in West Bengal, Nasik in Maharashtra, Sikandarabad in Delhi
Registered office Kolkata West Bengal
Listed on BSE, NSE
Shalimar Paints Ltd., a company primarily incorporated by British entrepreneurs

under the name Shalimar Paint Color & Varnish Company in 1902 to take over the business of
'The Shalimar Works', a company which manufactures paints, color and varnish from its factory
in Bengal. It is having plants in Howrah (West Bengal), Nasik (Maharashtra) and Sikandarabad
(Uttar Pradesh). UK was the holding company and it holds majority shareholding through its
subsidiary International Paint Company. It became a private limited company in 1956 and later
On in 1961; it was converted into a public limited company. The company acquired its present
name in 1963.
Courtalds slowly started disinvesting since 1978 and finally in 1989, it fully
disinvested its stake and maintained only its technical and marketing collaboration with the
Indian company till 1994. The stake was acquired by G Jhunjhunwalas; a Hong Kong based
NRI (20%) and the Delhi-based O P Jindal group (42%). The company has three product
segments - industrial, marine and architectural paint segments. It also manufactures varnishes,
resins, etc. The company has two manufacturing units one at Howrah, West Bengal and the
other at Nasik, Maharashtra. 90% of its raw materials are obtained from Kerala Mining and
Materials (KMML). The company diversified in 1993 into aviation coatings. It also launched a
premium range of wall finisher - Hussain Collections - in the decorative sector. It also entered
into a technical collaboration with Salchi, Italy to manufacture solvent borne industrial paints.
In 1999-2000, the company introduced two new products, MELA, an acrylic distemper and
XTRA, a premium 100% acrylic exterior finish paint.
Shalimar Paints Limited engages in the manufacture, marketing, sale, and export of
paints, enamels, and varnishes primarily to the architectural and industrial sectors in India. The
company offers a range of synthetic enamels, acrylic emulsions and distempers, synthetic
enamel paints, interior wall finishes, cement paints, wood finishes, putties, primers, aluminum
paints, multipurpose varnishes, wood polishes, wood preservatives and board paints, dry colors,
and road marking paints. Further, it provides pigmented coatings, gold coatings, varnishes,
integrated necks coatings, barrel lining lacquers, side stripe varnishes, tube coatings, crown
corks, and pilfer proof closure coatings, as well as coatings for food, pesticides, and chemical
product containers. Additionally, Shalimar Paints Limited offers marine paints, such as
construction shop primers, under water anticorrosive and antifouling paints, boot top and top

side paints.
The company was formerly known as Shalimar Paint Color & Varnish Co. Ltd. and
changed its name to Shalimar Paints Limited in September 1963. Shalimar Paints Limited was
incorporated in 1902 and is based in Mumbai, India.
 History/Heritage
1902- Shalimar Paint Color & Varnish Co. Ltd. Was incorporated in India.
1928-PinchinJohnson & Associates bought control of SPCV Ltd. & made it part of Red Hand
Composition Company.
1961- The Company became a Public Limited Company on 27th May.
1963- Its name was changed to Shalimar Paints Limited on 1st September.
1964- Red Hand Composition was acquired by International Paints which became a part of
Courtaulds Group, held by the Mehta’s of Jardine Henderson.
1989- Sold to Jhunjhunwalas, & to the O. P. Jindal Group. They jointly manage the business.
1992-stated Nasik plant.
2003-started sikandarabad plant.
a) BACKGROUND AND INCEPTION OF THE COMPANY
YEAR EVENTS:
1956 -The world `Private' became a part of the Company's name from 1st April, by virtue of the
operation of Section 24 of the Companies Act, 1956.
1961 -The Company became a public limited company on 27th May.
1963 -The name was changed to Shalimar Paints, Ltd., on 1st September.
The Company was first large-scale unit to be established in the paint manufacturing industry in
India. Since its inception, capacity and range of products were expanded.
1972 -On 28th April, 7, 20,000 shares issued as bonus in the prop. 9:4.

41,170 shares reserved for subscription in cash by whole time directors and Indian employees.
3, 70,530 shares offered at par for public subscription through a prospectus in June.
1976 -Projects & Equipment Corporation of India, Ltd., New Delhi (a Government of India
enterprise) entered into a contract with Zanzibar Government to set up a project on turn-key
basis for the manufacture of paints, enamels and varnish.
1982 - 4, 35,480 bonus shares issued in the prop. 3:10.
1990 -The Company acquired land at Igatpuri near Nasik in Maharashtra for the setting up of a
secured plant unit with a capacity of 16,000 TPA of paints.
1992 - The Company entered into a technical collaboration agreement with Salchi s.p.a. Italy for
transfer of technologies
1993 - The Company expected to achieve better performance with the commencement of
production at the Nasik Unit and with greater efforts in marketing of products. During the year,
the Company made inroads into the Middle-East markets and expected to receive export orders
in the near future.
2002-Shalimar Paints Ltd has informed that at the 100th Annual General Meeting of the
company held on December 14, 2002 Mr. A V Lodha has been appointed a Director of the
company
2003-Shalimar Paints Ltd has reported that Mr. S Sarda, Vice President Finance & Company
Secretary has resigned from the services of the company with effect from May 31, 2003
2005-SPL inks pact with Korean co for pre-coated metal coatings
2008-Shalimar Paints Ltd has appointed Mr. Pujit Aggarwal as an Additional Director of the
Company with effect from July 25, 2008.

 MANUFATURING FACILITIES
Shalimar Paints has 3 manufacturing facilities with a combined total

manufacturing capacity of around 40000 tones.
Howrah
The Howrah plant was the first large scale paint manufacturing plant to be set
up not only in India but in entire south East Asia. It has an installed capacity of 14204 MT
per year. The Company's central Research and Development laboratory is located in the
Howrah Plant
Nasik

The Nasik factory was set up in 1992 in western India in Nasik on Mumbai -
Agra Highway. It was designed as a state-of-the-art-plant with installed capacity of
16000 MT per year.
Sikandarabad Unit
In 2003 the Company acquired the American Paints unit in Sikandarabad near
Delhi, North India. The American Paints plant was set up in technical collaboration with Sherwin
Williams of USA.
 ENVIRONMENT & SOCIAL WELFARE
Environment policy:
 Shalimar shall comply with all applicable environmental legislation and regulations.
 Shalimar shall endeavor to operate all the plants and facilities in a manner to ensure a
clean and healthy environment.
 Shalimar shall strive to achieve reduction of wastage and ensure optimize resource
utilization through source reduction, recycle or reuse of waste.
 Shalimar shall impart training and education to all employees to work in a

manner which maximizes protection of the environment.
Social welfare

 The Company runs a high School at Howrah where it imparts free education to boys
and girls from Class 1 to Class X.
 It also organizes various cultural activities for its staff all across the country.
b) NATURE OF THE BUSINESS CARRIED
Shalimar paint Company which is manufacturing and distribution of paints from

several years.
c) VISION,MISSION AND VALUES

 Vision:
 Shalimar's vision is to become one of the leading paint manufacturing companies
of the country.
 To become leader in product innovation and customer satisfaction.
 Shalimar intends to build long term value relationships with all its suppliers and
customers.
 To be the preferred employer for staff in paint manufacturing company.
 Mission:
 The Company's mission is to maximize returns of each stakeholder in the
Company be it customers, shareholders, suppliers or employees.
 Understanding the needs of customers and offering them superior products.
 Providing an enabling environment to faster growth and learning for our
employees.
 Leveraging technology to service quickly, efficiently and conveniently.
 Core values:
 Transparent benefits.
 Customer delight and guiding principles.
 Offering customized service and product.
 Ensuring world class solutions and products.

d) PRODUCTS/SERVICES PROFILE
A. EXTERIOR EMULSION:
♦ Self clean
♦ Xtra maxima exterior emulsion
♦ Xtra exterior emulsion
♦ Shaktiman exterior emulsion
B. INTERIOR EMULSION:
♦ Husain premium acrylic emulsion

♦ Superlac acrylic emulsion
♦ No.1silk emulsion
C. DISTEMPER:
♦ No.1 premium acrylic distemper
D. ENAMEL:
♦ Superlac hi gloss enamel

♦ Superlac satin enamel
♦ Superlac luster enamel
♦ Mela enamel

INDUSTRIAL PRODUCTS:
a) PREWELD / SHOT-BLAST PRIMERS b) EPOXY PRIMERS

i. Blasteel EZ 3 i. Epigard 4 Zinc Rich Primer
ii. Blasteel Ziliplate ii. Epigard Zinc Rich Primer
iii. Blasteel EP 5 iii. Epigard HS Zinc Rich Primer
iv. Epigard 4 Zinc Phosphate Primer Grey
/ Red
v. Epigard HB Zinc Phosphate Primer
Grey / Red
vi. Epigard 5 High Build Zinc Phosphate
Primer Grey / Red
vii. Epigard 4 Zinc Chromate Primer
Yellow / Red
viii. Epigard HP Off White Primer
ix. Epigard HB TiO2 Primer White
c) EPOXY INTERMEDIATES d) EPOXY FINISHESE

i. Epigard High Build MIO Brown / Grey i. Epigard 4 Finish
ii. Epigard 5 High Build MIO Brown / Grey ii. Shalimar Epoxy Enamel
iii. Epigard HB XL MIO Brown iii. Epigard TL High Build Finish
iv. Epigard TL High Build 533 Finish
v. Epigard XL High Build 533 Finish
vi. Epigard TL 543 HS Finish
vii. Epigard DT Finish
viii. Epigard XL HB Finish
e) EPOXY COATING f) COAL TAR EPOXY

(MISCELLANEOUS) i. Bipigard CTE XL Brown and Black
i. Epigard Trowelling Compound ii. Bipigard 580 High Build CTE Black
ii. Epigard Solventless Epoxy Coating
g) SURFACE TOLERANT h) POLYURETHANE COATINGS

COATINGSHS i. Shalithane Finish
i. Epiplus 56 ii. Shalithane PU Finish
ii. Epiplus 75 X iii. Shalithane HS Coating
iii. Epiplus 556 iv. Shalithane HB Finish
iv. Bipigard ST CTE Black v. Epithane HB Finish
i) ZINC SILICATE COATINGS j) CHLORINATED RUBBER

i. Tuffkote Zilicate COATINGS
ii. Tuffkote HB Ziliplate i. Chlorokote Zinc Phosphate Primer
Grey / Red
ii. Chlorokote HB Zinc Phosphate Primer
Grey / Red
iii. Chlorokote HB MIO Brown / Grey
iv. Chlorokote HB TiO2 Grey
v. Chlorokote Finish
vi. Chlorokote High Build Finish
k) UNIQUE COATINGS l) HEAT RESISTANT COATINGS

i. Episheild ST Glass Flake Epoxy Coating i. Heat Resisting Lustrol Aluminum
ii. Epigard 543 High Build Coating ii. Lustrotherm HT 400 Silicone
iii. Tuffkote WB Acrylic Coating Aluminum Paint
iii. Lustrotherm HT 600 Silicone
Aluminum Paint
iv. Lustrotherm HT 200 Silicone Acrylic
Finish
v. Lustrotherm HS Silicone Aluminum
vi. Heat Resisting Chimney Black
vii. Heat Resisting Zinc Dust Graphite
Stack Paint
m) BOILER PAINT n) CONVENTIONAL COATINGS

i. Rustex No.1 i. Shaliprime Yellow
ii. Rustex No.3 ii. Shaliprime Universal Primer Red /grey
iii. Tuffkote Red Oxide Zinc Chromate
Primer
iv. Tuffkote HB Zinc Phophate Primer
Grey / Red
v. Tuffkote HB MIO Coating Brown /
Grey
vi. Tuffkote Etch Primer
vii. Tuffkote Chemical Resisting Enamel
o) BITUMINOUS COATING
i. Tuffkote Anti-Brine Aluminum
ii. Tuffkote High Build Bitu Black
iii. Tuffkote Drinkon Aluminum / Black
iv. Heart Bituminous Black No.1
v. Tuffkote Bituminous Aluminum Paint
(Two Pack)

e) AREA OPERATION
The company has wide distribution network. Shalimar paints have manufacturing
facilities in each of the state and it has larger paint company in all over the India. The entire
country is divided into 4 zones, each of which is headed by a Regional Business Manager. The
Company has more than 54 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.
o NORTH ZONE:
 Jammu & Kashmir

 Punjab
 Himachal Pradesh
 Haryana
 Uttar Pradesh
 Rajasthan
o EAST ZONE:
 Orissa
 Bihar
 West Bengal
 Assam
 Sikkim

o WEST ZONE:
 Gujarat
 Madhya Pradesh
 Maharashtra
 Goa
o SOUTH ZONE:
 Karnataka
 Andhra Pradesh
 Tamil Naidu
 Kerala
f) OWNERSHIP PATTERN
Holder’s Name Number of Shares % Share Holding

Promoters 5901570 31.18%
Foreign Promoters 5901570 31.18%
General Public 3419579 18.07%
Other Companies 3080827 16.28%
Financial Institutions 333000 1.76%
Foreign NRI 288544 1.52%
Foreign Institutions 3010 0.02%

1.52% 0.02%
1.76%
Promoters
16.28% Foreign Promoters
31.18%
General Public
Other Companies
18.07%
Financial Institutions
Foreign NRI
31.18% Foreign Institutions
g) COMPETITORS INFORMATION
Shalimar paint is surrounded by large numbers of competitors in Asia. Shalimar paint

Limited with five companies in closely related industry sector.
1) Berger paints
2) Akzonobel
3) Nerolac
4) Jenson & Nicolson
5) Asian paint

h) INFRASTRUCTURAL FACILITIES
 Shalimar Paints is the only company in India to have integrated supply chain
management (SCM) solution from 12 technologies and enterprise resources planning
(ERP) solution from SAP. With these IT tools firmly in place and with the backing of an
extensive communication platform, we are an internally enable enterprise.
 Shalimar Paints also owns some of the expensive machines which also enhance the
productivity of company and which is also low maintenance machines.
 Shalimar Paints has launch a supplier portal that includes an automated digital documents
exchange facility that will improve the efficiency and effectiveness if interaction with
suppliers. An employee portal has also been set up.
 The successful development of ERP, CRM, business intelligence and portal software
from leading solutions providers and integrated SCM system has helped improve
efficiency in the business as well as increase the transparency and accuracy of
information across the company. In order to 24x7 availability of IT infrastructure.
 Shalimar paints are well organized machineries.
 Shalimar paints on transportation facilities.

i) AWARDS AND ACHEIVEMENTS

While we look to the future, it is important to bask in past glory. Shalimar has won many
accolades for its stupendous work in product development, environmental consciousness and in
being a responsible corporate citizen.
 'Golden Peacock Environment Management Award 2005' for environment management of

Nasik factory & DSIR National Award – ACED for adaptation of technology to suit local
needs.
 Short listed for the ‘Best Managed Company’ award from Business Today.
 Awards for Marketing initiatives like Cannes2007 Bronze.
 Reader’s Digest Trusted Brands Gold Award for 2008
 Frost & Sullivan Market Leadership Award in Indian Industrial Paints & Coating Market
 Excellence in Corporate Governance from ICSI.
 Association of Business Communicators of India, Silver for Annual Environment Report.

j) WORK FLOW MODEL (END TO END)
RAW MATERIAL
RASIN
SOLVEMTS
PIGMENT
ADDITIVES
PACKAGING MATERIAL
MANUFATURING FACILITIES
PACKAGING
DISPATCH

k) FUTURE GROWTH AND PROSPECTUS
Shalimar Paints Ltd is planning to expand the reach of its ‘Color Space’ ones by
the end-year. The implementation of its supply chain management is complete and the entire
SAP solutions would be implemented over a moderate term.
The company is planning to set up a fourth paint manufacturing unit and its
increasing its focus on the exterior paint segment. Shalimar income growth is therefore expected
to be derived primarily from a growth in volume sales of paints, as the realization in the industry
would continue to remain under pressure. Shalimar Paints has planned to increase the combine
turnover through acquisition of Global Paint Companies instead of setting up Greenfield project.
In the absence of any another significant capital projects on hand, gearing is expected to decline
over the short of medium term. With operating profits expected to increase, both interest cover
and return on capital employed are expected to improve further.

3. Mc KINSY’S 7S FRAME WORK
The 7-s model is a tool for managerial analysis and action that provides structure
with which to consider a company as a whole, so that the organization problem may be solved
and a strategy may be developed and implemented. The 7-s is a frame for analyzing organization
and effectiveness. It looks at the seven key elements that make the organizations and their
effectiveness.
‘Hard’ variables:
 Strategy: plan leading to allocation of resources.

 Structure: Organization reporting lines, geography, etc.
 Systems: formal and informal processes used.
‘Soft’ variables:
 Staff: demographics of personnel.

 Style: behavior of managers when interacting with others.
 Skills: core competencies of the firm.
 Shared Value: culture, which is actually the core element to it all.
Mckinsey and company developed 7-s model in late 70’s. According to this
framework, strategy is only one of the seven elements in success business practices. According
to them a combination of what they call software and hardware is required as discussed below.
HARDWARE: comprises of 3 elements
1. STRATEGY:
Strategies are the actions a company plans in response to or anticipations of changes
in its external environment. It also includes purpose, missions and objectives, goals and major
action plans and policies.
The following Strategy governs Shalimar Paints Co.
Strategy:
1. To operate at a level of profitability, this will ensure the –long term economic viability of the
companies favorably with other industries of similar capital intensity and risk which will enable
the company to attract adequate to support its growth.
2 . To aspire towards a high level of operating, technical and marketing excellence, and to make
the optimum use of assets, this will ensure a strong competitive position in the market served by
the company.
3 . To strive to satisfy customer by integrating their needs into the company products and
services with efficiency and professionalism and give the best value to them by promoting
quality products.
4. To improve the process managing the company affairs through proper planning, timely
implementation of plans and regular performance reviews.
5. To uphold the highest standards of integrity in the conduct of all phases of business.

2. STRUCTURE:
An Organization chart, which shows the reporting structure and divisions of tasks
for successful integration.
BOARD OF DIRECTORS
EXECUTIVE DIRECTOR & CEO
Finance Manufacturing Procurement Marketing HR
IT Supply R&D
chain
Head Operations VP operations VP operation Decorative Industrial

Sikandrabad Nasik Howrah
Corporate Team Operation Team

o General Manager Finance:
 Responsible for all finance and accounts activities of the company.
 Has more than 25 years experience in finance, accounts and commercial activities.
 Prior experience as VP, Commercial at Pioneer Embroideries & with Raymond Cement,
Modern Threads.
 Qualified Chartered Accountant.

o General Manager system:

 Responsible for all systems and IT related activities of the company.
 Has more than 21 years experience in Information Technology.
 Prior experience with Videocon International, United Phosphorus and Atco Industries.
 B.Sc, PG Diploma in Computer Studies.
o Vice president R&D:
 Responsible for the entire R&D activities of the company.
 Has more than 17 years of experience.
 Prior experience at Asian Paints, Pidilite Industries and STP Limited.
 A PhD who has also done post-doctoral research in Japan and Taiwan.
o General Manager Supply chain:
 Responsible for the entire supply chain activities of the company.
 Has more than 25 years of experience in supply chain planning, distribution, logistics &
warehouse mgmt.
 Prior experience as Head, Transportation& Logistics at Ceat Tyres & with TCI, Philips,
Pepsi etc.
 B.Sc, MMM.
o General Manager Human Resource:
 Responsible for all HR Related activities of the company.
 Has more than 25 years of experience in HR, Personnel and Administration activities.
 Prior experience as Country Head–HR for Sumaria Group and with Kenstar, PCS
Technologies etc.
 B.Sc, M.L.S.
3. SYSTEM:
System refers to the formal process and procedure used to manage the organization,
including the management control systems, performance management measurement and record
systems, performance measurement and reward systems, planning, budgeting resource
allocation systems information system and distribution systems.

Management Control Systems:

 Management control systems provide information that is intended to be useful to
Managers in performing their jobs and to assist organizations in developing and
maintaining viable patterns of behavior.
 A further weak link in the management control systems framework was also intentional.
Management Measurement and Record Systems:
 It will be argued that there are five main sets of issues that need to be addressed in
developing a framework for managing organizational performance that are represented as
a set of questions.
 The questions are phrased in a normative tone, reflecting a managerial perspective, but
can easily be re-phrased descriptively for use as a research tool.
A) Sales forecasting system:
In Shalimar Paints, there are 3-territory developments manager, having various

areas will forecast there area sales depending upon the previous year sales.
B) Order receiving system:
In order receiving system the customer executives will take a major part they will go
to each distributor in various areas and take the order form the distributor. The collected orders
will be shown to the areas sales manager and area sales manager will give indent to the
marketing manager of Kanpur, the area sales manager should take care that the crates will be set
back to the plant for refilling.
Marketing Area sales Customer

manager manager Executive
C) Order execution system: Distributor

When territory development manager receives order for different territory it will send
to the production department. The stock that is there in production department will
be loaded to the truck and order is executed to the distributor of different areas.
D) Logistic system:
There is not so big logistic system in Shalimar Paints. The stock will be just
interchanged between the near district places. The indent given by the distributor wills is
delivered within 2-3 days of indent given.
SOFTWARE: Comprises of 4 elements
4. STYLE:
Means that company’s employee share a common way of behaving and thing style is
more important elements for success. As behavior speaks of what an organization up to.
The style of an organization, according to McKinsey framework refers to the “ReportingRelation
ship” between the superiors and the subordinates. It also conveys the flow of communication
between them.
Reporting relationship at Shalimar Paints Company follows

a formal channel. Thecommunication follows the routes formally laid down in the organization
structure and deliberately associates with the status or the position of the sender and the receiver.
Both downward and upward follow the path of formal channel. The activities like quotation
processing, equipments stock order generation, bill of material generation, indent generation,
raising purchase order, stores management and other production related activities generates a
number of reports which are communicated from one department to the other through the formal
channel.
In the Shalimar Paints decision flow is of top down. In which the decision is flown from
the higher authority to the lower level. As the higher authorities have a control over the decisions

will make the decisions which will influence the function has to be followed an executed,
administered and handled by assistants.
Decision flow pertaining to finance department payment decisions, when the payments for
the suppliers has to be made needs approval by the Finance Manager than followed by General
manager for verification, later the decision will be flown to Unit Finance controller, next
followed by Asst. manager accounts will decide to make payment on basis of availability
of amount, further the order is passed to accounts assistant to make payment after verification
of vouchers and invoices, for respective
5. STAFF:
Relates to process of hiring, developing managers so that they contribute to the
success of organization. Staffing is the process of acquiring human resources for the organization
and assuring that they have the potential to contribute to the achievements of the organizations
goals. It includes selections, placements, training and development of appropriate qualified
employees.
BOARD OF DIRECTORS AND TOP MANGAEMENT
Name Designation
Mr. Ratan Jindal Promoter
Mr. Girish Jhunjhnuwala Promoter Director
Mr. A. V. Lodha Accountant
Mr. Rajiv Garg Chief Executive
Dr. Srinivasan Board of Director
Mr. S. Sarda Executive Director/CEO
Mr. Pujit Aggarwal Managing Director

Mr. Sujit Sinha (industrial Coating Paints) Vice President
Mr. Nitin Sawale (decorative Coating Paints) Vice President
Mr. Hari Kumar (industrial Coating Paints) General Manager
Mr. Manoj Sood (decorative coating paints) National Manager
Mr. Anil Patak (decorative coating) Divisional Manager
6. SKILL:
Which are necessary attributes the employees should have for success of any
strategy? The term skills include those characteristics which are developed over a period of time
and are result of the interaction of a number of factors; performing certain tasks successfully
over a period of time, the kind of period in the organization, the top management style, the
organization structure, etc..,
At Shalimar paints Co. Every employee is expected to have the following skills
relating to the ability and knowledge in using the equipment, technique and procedures involved
in performing specific production and testing operations. A skill refers to how smart an
employee does his work with available source. In marketing department various steps are taken
for staff to develop appropriate new skills for marketing their products.
a) Multi disciplinary skills:
In production department some persons have the skill to operate filling, washing
machine, sealing machine, and even some time they also handle small problems in machines.
They themselves identify the problem area of machine and make it repaired if required
b) Single Skill:
Single skill refers to the single skill which people have in organization. In Shalimar
paints chemist have the single skill. Skill classification in Shalimar paints:
In Shalimar paints skill is mainly classified in marketing department and engineering skills in
production department. In marketing department extra benefit will be given to the persons who
achieve the sales target. Every person in marketing department will behave respective sales
target.
7. Shared Values:
Shalimar Paints has surged 20% to Rs 154 after the stock turned ex-stock split
today. The company has sub-divided the equity share of face value Rs 10 each into 5 equity
shares of face value Rs 2 each in order to boost the liquidity of shares.
The stock opened at Rs 130 and hit a low of Rs 125 on the Bombay Stock
Exchange. As many as a combined 452,054 shares have already changed hands on the counter so
far against an average less than 15,000 shares that were traded daily in past two weeks before
stock split.
“The board of directors of the company has fixed a record date of November 23,
2012 for the purpose of stock split of existing equity share of Rs 10 into 5 equity shares of Rs 2/-
each,” Shalimar Paints said in a filing.
According to market experts, the primary reason for a stock split is to increase the
liquidity of the shares in stock the market. More liquidity makes the buying and selling of the
shares easier for the investors.

4. SWOT ANALYSIS
STRENGTH WEAKNESS
1. Shalimar Paints was first large-scale 1. In spite of having the first mover’s
paint manufacturing unit in South-Asia, advantage in the paints industry it lags
hence has vast experience in this industry. behind Asian Paints, Berger Paints, and
2. Shalimar Paints offers wide range of Akzonobel in many segments.
decorative products both in interior and 2. Customer tastes and perceptions
exterior categories and it offers paints at change very fast and products may
all price bands thus catering to customers become obsolete with change in trends,
in all segments. hence production planning and inventory
3. Introduction of tinting systems at problem.
dealer locations has helped customers a
wide choice of 9000+ shades.
4. With products in marine coating, High
performance Coating, packaging and
General Industrial, they are 3rd largest in
the industrial paints category.
5. Company has good Pan-India presence
with well-established Sales &
Distribution Network.
OPPORTUNITY WEAKNESS
1. Shalimar is introducing a Self-Clean 1. Stringent Government rules and

Paint: paint with a new technology that regulations regarding the quality of
doesn’t allow water to stay on walls, it products and manufacturing facilities as
turns water into tiny balls that roll down Environment policies are given more
the wall taking dirt away. emphasis
2. New Facility at Chennai is under 2. Raw material scarcity and volatility in
construction stage would increase the prices.
capacity by 18,000 tones p.a and would 3. Competition from national and
cater to South India. international brands as they target India
3. Current Mfg. facilities stands only owing to its large market.
approx. 1/3rd of the land available, hence
there is a great opportunity of expansion
if desired.
4. Continuous R&D provides scop e of
reduction of VOC and HAP; develop
more eco-friendly products which have
high potential growth.
BALANCE SHEET AS ON 31ST MARCH (IN RS.CR.)
Mar '13 Mar '12 Mar '11 Mar '10 Mar '09
12 mths 12 mths 12 mths 12 mths 12 mths
Sources Of Funds
Total Share Capital 3.79 3.79 3.79 3.79 3.79
Equity Share Capital 3.79 3.79 3.79 3.79 3.79
Share Application Money 0.00 0.00 0.00 0.00 0.00
Preference Share Capital 0.00 0.00 0.00 0.00 0.00
Reserves 71.22 57.08 47.01 38.86 32.18
Revaluation Reserves 2.93 2.86 2.91 2.98 3.11
Net worth 75.01 63.73 53.71 45.63 39.08

Secured Loans 78.10 68.73 58.54 52.13 56.70
Unsecured Loans 10.11 0.11 1.15 1.66 3.38
Total Debt 88.21 68.84 59.69 53.79 60.08
Total Liabilities 163.11 132.57 113.40 99.42 99.16
Mar'13 Mar '12 Mar '11 Mar '10 Mar '09
12mths 12 mths 12 mths 12 mths 12 mths
Gross Block 77.10 74.18 76.12 71.19 61.80

Less: Accum.
41.99 42.47 39.14 35.96
Depreciation 45.12
Net Block 31.88 32.19 33.65 32.05 25.84
Capital Work in
0.91 0.31 0.16 0.05
Progress 7.88
Investments 0.81 0.80 0.80 0.80 0.30
Inventories 131.97 105.81 83.12 62.85 50.57
Sundry Debtors 154.48 138.21 113.01 91.81 78.55
Cash and Bank 15.16
13.25 10.64 13.92 13.58
Balance
Total Current Assets 326.15 257.27 206.77 168.58 142.70
Loans and Advances 24.55 12.52 10.67 11.87 13.47

Fixed Deposits 0.00 0.00 0.00 0.03 0.00
Total CA, Loans & 326.15
269.79 217.44 180.48 156.17
Advances
Deffered Credit 0.00 0.00 0.00 0.00 0.00
Current Liabilities 194.94 156.63 133.42 108.97 81.47
Provisions 8.66 14.50 5.38 5.10 1.73
Total CL & Provisions 203.60 171.13 138.80 114.07 83.20
Net Current Assets 122.54 98.66 78.64 66.41 72.97
Miscellaneous 0.00
0.00 0.00 0.00 0.00
Expenses
Total Assets 163.11 132.56 113.40 99.42 99.16
Summary of the annual report of Shalimar paint ltd.
On the basis of information reports. Management may review the company progress
of data and decide up on the course of action to taken in future, creditor may choose to extend.
Maintain or restrict shareholder may judge prospect or their investment and elect to sell or to
continue ownership.
 Increased in the assets of the business shows the growth of the production.
 Increasing trade debtor shows that the liberal credit policy with regards to sell.
 The profitability of the company as increased company compare to the last year.
 The company cash balance variation compare to the last five year.
 The share capital of the company has been stable in the last five years.

6. LEARNING EXPERIENCE
The learning experience gained by me during the in plant training was very much
practical oriented. Mostly all the concept theories, which I studied in the class, are applicable
practically.
The overall study of the organization reveals that the company has grown
tremendously since its incorporation from 1902, now it has independent units for manufacturing
the paint products. The company is manufacturing facilities is Howrah in west Bengal, Nasik in
Maharashtra, and Sikandarabad in Delhi.
I learnt that the company has an effective human resources department where in the
employees are given excellent packages, incentives.
I had a great time working on the project, as it gives insight into the working
environment of an organization. The training has exposed me to many facts of an organization
and also helped me to gain practical knowledge, which will go a long way in the horizon of our
career. I became more aware of the paint industry and the role played by Shalimar paint ltd.

a. GENERAL INTRODUCTION
What is marketing?
The American marketing association offers the following formal definition:

Marketing is an organizational function and a set of processes for creating, communicating,
and delivering value to customers and for managing customer relationship in ways that
benefit the organization and its stakeholder.
What is marketing strategy?
Marketing strategy is a process that can allow an organization to concentrate its

resources on the optimal opportunities with the goals of increasing sales and achieving a
sustainable competitive advantage.
What are marketing strategies?
The marketing strategies are the following points.
1) Segmentation
I. Geographic
II. Demographic
III. Psychographic
IV. Behavioral
2) Targeting
3) Positioning

1) Segmentation:
The first step in developing market segmentation strategy is to select the most
appropriate bases on which to segment the market. The marketer will have to try different
segmentation bases or segmentation variables, alone or in combination, to find the best way to
view the market structure.
I. Geographic:
Geographic segmentation calls for dividing the market into different geographical
units such as nations, regions, states, cities, or neighborhoods.
II. Demographic:
Demographic segmentation divides the market into groups based on variables

such as age, gender, family size, family life cycle, income, occupation, education, race,
generation and nationality.
III. Psychographic:
Psychographic segmentation divides buyers into different groups based on social

class, life styles, or personality characteristics.
IV. Behavioral:
Behavioral segmentation divides buyers into groups based on their knowledge,

attitude, uses, or responses to product.
2) Targeting:
Market segmentation reveals the firm’s market segment opportunities. The firm
now has to evaluate the various segments and decide how many and which ones to target.
3) Positioning:

Beyond deciding which segments of the market it will target, the company must decide what
positions it wants to occupy in those segments.
Marketing Research
Marketing research is the systematic problem analysis in model building and fact
finding method for the purpose of improved decision making and control the marketing of goods
and service.
According to “American marketing association”, marketing research is the function

which links the customer, consumer and public to the marketers through information, which are
used to identify and define marketing opportunities and problem, generate, refine and evaluate
marketing actions, monitor marketing performance and improve the understanding marketing as
a process.
Marketing research specifies the information required to adder this issues, design the
method for collecting information , manages and implements the data collection process,
analyses the results and communicates the findings and their implications.
Role of marketing research
Marketing research serves the two major functions.
1. It provides the information for decision making.

2. It develops new knowledge.
The information gathered by the marketing research reduces the risk involved in
decision making, it influences the decisions like,
1. Pricing of the product

2. Scale of advertising
The information collected directly, affects the planning of the product. It helps to
aware about their brand popularity.
 STATEMENT OF PROBLEM
A consumer may have a set of interest, beliefs, attitude before purchasing a

technical product. But there might be a major change in his attitude towards the industrial
product. So keeping this view in mind a research study was conducted to find out marketing
strategy adopted by Shalimar Paints as well as customer perception towards buying it” in
Bangalore city.
 OBJECTIVES OF THE STUDY
The main objective of the study is to analyze the “Marketing strategy of Shalimar
Paints in Bangalore and what strategy can be used to improve its share. It also helps to know the
retailer attitude towards selling Shalimar Paints and customer perception towards buying it.
 To find out the awareness of Shalimar Paints industrial products towards customers.
 To find out the factors that influence customer to buy other Shalimar Paints.
 To understand the customer level of satisfaction after using Shalimar Paints.
 To identify the expectations of customer.
 To suggest implementing right kind of marketing strategy based on summary of findings.
 SCOPE OF THE STUDY
The study hopes to enable the company to gain an insight as to the areas where it has
to make improvement, so as to increase its sales as well as its market strategy and consumer
acceptance. The result of the study carried out will enable company to know “The marketing
strategy of Shalimar Paints in Bangalore and what strategy can be used to improve its strategy”.
The study is also based on to know whether retailers are satisfied with selling of Shalimar Paints
and also to find out how customers can be made aware of Shalimar Paints product.
 RESEARCH METHODOLOGY
Research Design
The study is descriptive research. An attempt is made in this research to identify

the variables which determine the customers at Shalimar paint. The study can be further of
identifying various prospects.
Sampling Design
The population for the purpose of the study includes entire customers of Shalimar
paint at pantharapalya.
Sample Size = 50
Justification:
Selection of 50 customers
Per day an average 100 customer come to Shalimar paint at pantharapalya. Out of
100 customers 1/2th (50%) of the customers is been selected as a sample i.e. 100*50/100 = 50.
Sampling Method
The sampling method for research is a convenient sampling and random sampling.
Convenient sampling because the researcher could not get chance to take the response from all
the customers of Shalimar paint at pantharapalya outlets.

Source of Data
Data is collected from the Primary source and secondary sources. The study is based
on sampling method. 50 respondents are selected for the study. The response has been collected
from customers of Shalimar paint at pantharapalya branch Bangalore.
Primary data collection
Primary data was collected using a set of structured questionnaire which was
administered to the different customers of Shalimar paints.
Secondary data collection
The secondary data are those which have been collected from the genuine sources, and which
already have been processed. The sources of secondary data for this study are company source
like company website, journals, and annual reports.
Field -Work
The project involved a fieldwork of about 8 weeks where the survey was carried out on 50
respondents which includes 50 end users or consumers. The survey was conducted in different
parts of Bangalore like, Banshankari, and K.R. market, Uttaralli, Padmanabnagar and
Chikkalsandra.

 LIMITATIONS OF THE STUDY
 The research work is restricted to certain part of Bangalore since large no. of sample
study is difficult in limited period of time.
 Time was the main constraint not only for us but, also for the respondents.
 Some respondents restrict us not to ask monthly sales like questions since they felt it is
confidential.
 Some respondents were never even bothering about the purpose of doing this research
work.
 Communication was the main problem in some cases since respondents couldn’t able to
communicate in English.
 As a micro study, conclusion drawn may not be generalized

b. ANALYSIS AND INTERPRETAIONS
Table 01: Showing responses on preference of paint
PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Berger paint 08 16
Asian paint 22 44
Shalimar paint 13 26
Nerolac paint 03 06
Others 04 08
Total 50 100
Graph 01: Graph showing responses on preference of paint
PREFERENCE OF PAINT
PERCENTAGE
60
44
40
16 26
20
0 6
8
Berger paint
Asian paint
Shalimar paint
Nerolac paint
Others
Source: Survey Jun- 2014
Interpretation:
From the above, it is observed that 44% of respondents prefer Asian paint followed by
26% Shalimar paint. 16% of respondent prefer Berger paint, 6% respondent prefer Nerolac paint
the remaining 8% prefer other variety of paints.
Inference:

It can be inferred that the highest preferred paint among respondents is Asian paint.
Table 02: Showing responses on awareness about Shalimar paint

Yes 28 56
No 22 44
Total 50 100
Graph 02: Graph showing responses on awareness about Shalimar paint
AWARENESS ABOUT SHALIMAR PAINT
44
56
Yes
No
Source: Survey Jun-2014
Interpretation:
From the above, it is observed that 56% of respondents say they are aware about the
Shalimar paints and 44% of respondents say they are not aware about the Shalimar paints.
Inference:

It can be inferred that the highest know Shalimar paint.
Table 03: Showing responses on awareness about Shalimar paint through media

News paper 09 18
TV Advertisement 18 36
Magazines 05 10
Friends 07 14
Others 11 22
Total 50 100
Graph 03: Graph showing responses on awareness about Shalimar paint through media
AWARENESS THROUGH MEDIA

PERCENTAGE
40% 36
30% 18
20%
10% 10 22
14
0%
News paper
TV
Advertisement Magazines
Friends
Others
Source: Survey Jun-2014
Interpretation:
From the above, it is observed that 36% of respondents know Shalimar paint from TV
Advertisement. 18% of respondents know Shalimar paint from News paper, 14% of respondents
know Shalimar paint from Friends, and 10% of respondents know Shalimar paint from
Magazines the remaining 22% of respondent know Shalimar paint from others.

Inference: It can be inferred that the highest number of customer are aware about Shalimar paint
through TV Advertisement.
Table 04: Showing responses on check the price of paints from alternative source

Yes 42 84
No 08 16
Total 50 100
Graph 04: Graph showing responses on check the price of paints from alternative source
PRICE OF PAINT
16
Yes
No
84
Interpretation:
From the above, it is observed that 84% of respondents say yes that they check price of
Shalimar paint and 44% of respondents say they does not check price of Shalimar paints.

Inference: It can be inferred that the maximum customer check the price of paints from
alternative source.
Table 05: Showing responses on checking M.R.P (Maximum Retail price)

Yes 48 96
No 02 04
Total 50 100
Graph 05: Graph showing responses on checking M.R.P (Maximum Retail price)
CHECKING M.R.P
Yes
No
96
Interpretation:
From the above, it is observed that 96% of respondents say they check M.R.P of the
Shalimar paint and 44% of respondents say they do not check M.R.P of the Shalimar paints.

Inference: It can be inferred that the highest number of customer checking M.R.P of the
Shalimar paint.
Table 06: Showing responses on satisfaction towards purchase of the product

Very satisfied 08 16
Satisfied 19 38
Neutral 09 18
Unsatisfied 05 10
Very unsatisfied 09 18
Total 50 100
Graph 06: Graph showing responses on satisfaction towards purchase of the product
SATISFACTION ABOUT THE PRODUCT

38
PERCENTAGE
40
16
20 18
10 18
0
Very satisfied
Satisfied
Neutral
Unsatisfied
Very unsatisfied
Source: Survey Jun 2014
Interpretation:
From the above, it is observed that 38% of respondents are satisfied with purchase of the
product, 18% of respondents are very unsatisfied and neutral about purchase of the product and
16% of respondents are very satisfied with the purchase of the products remaining 10% of
respondents are unsatisfied with purchase of the products of paints.

Inference: It can be inferred that the highest number of customer satisfaction towards purchase
of the product.
Table 07: Showing responses on duration of purchase of paint

1-3 Years 18 36
3-6 Years 11 22
6-9 Years 10 20
Above 10 Years 11 22
Total 50 100
DURATION OF PURCHASE
PERCENTAGE
40 36
30
20 22
20
10 22
0
1-3 Years
3-6 Years
6-9 Years
Above 10 Years
Graph 07: Graph showing responses on duration of purchase of paint
Interpretation:
From the above, it is observed that 36% of respondents are buying Shalimar paint ranging
from 1-3 years, 22% of respondents are buying Shalimar paint ranging from 3-6 years and above
10 years and remaining 20% of respondents are buying Shalimar paint ranging from 6-9 years.
Inference: It can be inferred that the highest number of customer buying Shalimar paint ranging
1-3 years.
Table 08: Showing responses on purchase influences

Land owner 05 10
Developer company 02 04
Dealer 11 22
Painter 17 34
Others 15 30
Total 50 100
Graph 08: Graph showing responses on purchase influences
PURCHASE INFLUENCES
34
35 30
PERCENTAGE
30
22
25
20
15 10
10 4
5
0
Land owner Developer Dealer Painter Others
company
Interpretation:
From the above, it is observed that 34% of respondents are influenced painter, 22% of
respondents are influenced dealer, 10% of respondents are influenced landowner, 4% of

respondents are influenced developer company remaining 30% of respondents are influenced
others..
Inference: It can be inferred that the highest painter purchasing the brand respondents is paint.
Table 09: Showing responses on reason for buying

Good quality 28 56
Fast setting time 10 20
Easily available 12 24
Others 00 00
Total 50 100
Graph 09: Graph showing responses on reason for buying
REASON FOR BUYING

60
56
50
PERCENTAGE
40
30
24
20 20
10
0 0
Good quality Fast setting time Easily available Others
Interpretation:

From the above, it is observed that 56% of respondents buy because of good quality, 24%
of respondents buy because of easily available, 20% of respondents buy because of fast setting
time and remaining other respondents is no buying the paint.
Inference: It can be inferred that the highest number of customer’s reasons for buy because of
good quality.
Table 10: Showing responses on channels of buying

Through company 12 24
Wholesaler 13 26
Retailers 15 30
Distributors 10 20
Total 50 100
Graph 10: Graph showing responses on channels of buying
CHANNELS OF BUYING
20
24
Through company
Wholesaler
Retailers
Distributors
30
26

Interpretation:
From the above, it is observed that 30% of customers buy through retailer, 26% of
customers buy through wholesaler and 24% of customers buy through company remaining 20%
of customers buy through distributors.
Inference: It can be inferred that the highest number of customers buy through retailer.
Table 11: Showing responses on using Shalimar paints

Yes 23 46
No 27 54
Total 50 100
Graph 11: Graph showing responses on using Shalimar paints
USING SHALIMAR PAINTS

56
54
52
PERCENTAGE
50
48 54
46
44 46
42
Yes No

Interpretation:
From the above, it is observed that 54% of respondents use the Shalimar paints and 46%
of respondents do not use the Shalimar paints.
Inference: It can be inferred that the more number of customer use the Shalimar paint.
Table 12: Showing responses on reason for using Shalimar paints

Fast setting time 09 18
Lower price 09 18
Good quality 21 42
Easily available 11 22
Total 50 100
Graph 12: Graph showing responses on reason for using Shalimar paints
REASON FOR USING SHALIMAR PAINT
Easily available 22
Good quality 42
Lower price 18
Fast setting time 18
0 5 10 15 20 25 30 35 40 45
PERCENTAGE

Interpretation:
From the above, it is observed that 42% of respondents use Shalimar paint because of
good quality, 22% of respondents use Shalimar paint because of easily available and remaining
18% of respondents use Shalimar paint because of lower price and fast setting time.
Inference: It can be inferred that the more customers use Shalimar paint because of good
quality.
Table 13: Showing responses on quantity of paint

1-5 kgs 15 30
5-10 kgs 18 36
10-15 kgs 05 10
More than 15 kgs 12 24
Total 50 100
Graph 13: Graph showing responses on quantity of paint
QUANTITY OF PAINT
PERCENTAGE
40
30 36
30
20
24
10
10
0
1-5 kgs
5-10 kgs
10-15 kgs
More than 15 kgs

Interpretation:
From the above, it is observed that 36% of respondents use 5-10 kg, 30% of respondents
use 1-5 kg and remaining 10% of respondents use 10-15 kg and 24% of respondents use more
than 15 kg.
Inference: It can be inferred that the most usage by consumer is 5-10 kg of Shalimar paint.
Table 14: Showing responses on compare Shalimar paints with other decorative paints
5 4 3 2 1 Total
Excellent 04 23 12 03 08 32.4
Good quality 14 11 15 04 06 34.6
Average 00 16 21 10 03 30
Poor quality 01 13 12 18 06 27
Calculation on weighted average:
Excellent: 4*5+23*4+12*3+3*2+8*1/5 = 20+92+36+6+8/5 = 162/5 = 32.4

Good quality: 14*5+11*4+15*3+4*2+6*1/5 = 70+44+45+8+6/5 = 173/5 = 34.6
Average: 0*5+16*4+21*3+10*2+3*1/5 = 0+64+63+20+3/5 = 150/5 = 30
Poor quality: 1*5+13*4+12*3+18*2+6*1/5 = 5+52+36+36+6/5 = 135/5 = 27
Graph 14: Graph showing responses on compare Shalimar paints with other decorative
paints
RATING ON FEATURE OF SHALIMAR PAINT

AVEREGE
32.4 34.6 30
40 27
20
0
Excellent Good quality Average Poor quality

Interpretation: From the above, it is observed that 34.6 averages of respondents say good
quality of the Shalimar paint, 32.4 averages of respondents say Excellent of the Shalimar paint,
30 averages of respondents say average of the Shalimar paint and remaining 27 averages of
respondents say poor quality of the Shalimar paint.
Inference: It can be inferred that the most number of consumer say good quality of the Shalimar
paint.
Table 15: Showing responses on overall satisfaction of Shalimar paint

Highly Dissatisfied 10 20
Dissatisfied 07 14
Neither satisfied nor dissatisfied 09 18
Satisfied 18 36
Highly satisfied 7 14
Total 50 100
Graph 15: Graph showing responses on overall satisfaction of Shalimar paint
OVERALL SATISFACTION
PERCENTAGE
40
36
20
20 14 18
0 14
Highly
Dissatisfied Dissatisfied
Neither satisfied
nor dissatisfied Satisfied
Highly satisfied
Interpretation:

From the above, it is observed that 36% of respondents are satisfied with Shalimar paint,
20% of respondents are highly dissatisfied with Shalimar paint, 18% of respondents are neither
satisfied nor dissatisfied with Shalimar paint and remaining 14% of respondents are highly
satisfied with Shalimar paint.
Inference: It can be inferred that the more number of customer are satisfied with Shalimar
paint.
Table 16: Showing responses on use/purchase Shalimar paint again
5 4 3 2 1 Total
Definitely 01 18 24 04 03 32
Probably 04 16 15 10 05 30.8
Might or might not 03 14 19 11 03 30.6
Probably not 00 16 19 10 05 29.2
Definitely not 02 17 14 12 05 29.8
Never used 03 03 23 13 08 26
Calculation on weighted average:
Definitely: 1*5+18*4+24*3+4*2+3*1/5 = 5+72+72+8+3/5 = 160/5 = 32

Probably: 4*5+16*4+15*3+10*2+5*1/5 = 20+64+45+20+5/5 = 154/5 = 30.8
Might or might not: 3*5+14*4+19*3+11*2+3*1/5 = 15+56+57+22+3/5 = 153/5 = 30.6
Probably not: 0*5+16*4+19*3+10*2+5*1/5 = 0+64+57+20+5/5 = 146/5 = 29.2
Definitely not: 2*5+17*4+14*3+12*2+5*1/5 = 10+68+42+24+5/5 = 149/5 = 29.8
Never used: 3*5+3*4+23*3+13*2+8*1/5 = 15+12+69+26+8/5 = 130/5 = 26
Graph 16: Graph showing responses on use/purchase Shalimar paint again
EXPECTED PURCHASE
AVEREGE
32 30.8 30.6 29.2 29.8

40 26
20
0
Definitely Probably Might or Probably Definitely Never used
might not not not

Interpretation:
From the above, it is observed that 32 averages of respondents expected purchase

definitely, 30.8 and 30.6 average of respondents expected purchase probably and might or might
not, 29.8 and 29.2 average of respondents expected purchase definitely not and probably not, and
remaining 26 averages of respondents expected purchase never used.
Inference: It can be inferred that the most number of consumer is expected purchase definitely.
Table 17: Showing responses on USP of Shalimar paint

Quality 23 46
Quantity 10 20
Content 10 20
Price 7 14
Total 50 100
Graph 17: Graph showing responses on USP of Shalimar paint
USP OF SHLIMAR PAINT
50
PERCENTAGE
40
30 46
20
10 20
0 20
Quality 14
Quantity
Content
Price

Interpretation:
From the above, it is observed that 46% of respondents say Shalimar paint is linked for
its quality, 20% of respondents say Shalimar paint is linked for its quantity and content and
remaining 14% of respondents say Shalimar paint is linked for its price.
Inference: It can be inferred that the USP of Shalimar paint is quality.
Table 18: Showing responses on purchase the product

During the festival 19 38
During the Celebration 13 26
Others 18 36
Total 50 100
Graph 18: Graph showing responses on purchase the product
PURCHASE THE PRODUCT
Others 36
During the Celebration 26
During the festival 38
0 5 10 15 20 25 30 35 40
PERCENTAGE

Interpretation:
From the above, it is observed that 38% of respondents are purchasing Shalimar paint
during festival, 36% of respondents are purchasing other during occasions and remaining 26% of
respondents are purchasing the during celebrations.
Inference: It can be inferred that the more number of customers are purchasing Shalimar paint
during festival
FINDINGS
 The highest preferred paint among customers is Asian paint.

(Ref: Table and Graph 1 page 36)
 The highest number of customer’s awareness about Shalimar paint.
 The highest number of customer aware about Shalimar paint through TV Advertisement.
 The maximum customer checks the price of paints from alternative source.
 The highest number of customer checking M.R.P (Maximum Retail Price) of the
Shalimar paint. (Ref: Table and Graph 5 page 40)
 The highest number of customer satisfaction towards purchase of the product.
 The highest number of customer duration of purchase the Shalimar paint.
 The highest painter purchasing the brand of the Shalimar paint.


 The highest number of customers reasons for buy because of good quality.
 The highest number of customers channels of buying through retailer.
 The more number of customers use the Shalimar paint.
 The more customers use Shalimar paint because of good quality.
 The most usage by consumer is quantity of Shalimar paint.
 The most number of consumers say good quality of the Shalimar paint.
 The more number of customers are satisfied with Shalimar paint.
 The most number of consumers is expected purchase definitely.
 The USP of Shalimar paint is quality.
 The more number of customers are purchasing Shalimar paint during the festival.

SUGGESTION:
From the findings it is suggested that,
♦ Company should focus on improving customer satisfaction through future marketing

strategy. (Ref: Finding – 01)
♦ Company should first concentrate on creating brand awareness to the customers like
Architects, civil engineers, painting contractors and Painters. (Ref: Finding – 02)
Company should more concentrate on promotional activities like placing Hoardings and
boards of its products. (Ref: Finding – 03)
♦ Company can give customer a credit facility for their payment of bills so that they will
have a long lasting relationship with them. (Ref: Finding – 04)
♦ To make aware of the products of the company to the end users like industries, the
company should send its broachers and free samples. so that they can make aware of the
products available (Ref: Finding – 06)
♦ Company can give some promotional offers to their loyal customers so that they can
maintain a long lasting relationship. (Ref: Finding – 07)
♦ Company should make some meetings to its customers like Painters and contractors so
that they should feel that they are loyal to the company. (Ref: Finding – 08)

♦ Company should concentrate on its promotional activities like providing shelf’s space to
its products in paint shops. (Ref: Finding – 09)
♦ Company should give high margin on sales to its retailers as compare to the competitors.
I.e. company can come up with push strategy. (Ref: Finding – 14
c. CONCLUSION
From the analysis, it can be concluded that;
The delivery of Shalimar Paints products are not made on time and in full quantity. The
company is not conducting any promotional activities for promoting Shalimar Paints. Some
customers were asking for credit facility for the payment of bills. Some consumers were saying
that they buy only industrial products because it is strongly recommended by carpenters/
contractors. So it can be conclude that the company has to first educate its customers about
Shalimar Paints product and its applications which are having better advantage over others.
The company is lagging in its distribution of Shalimar Paints product in some areas,
which made some retailers to sell competitors product. Customers prefer to purchase from
particular suppliers only because of availability, which depends on efficient distribution. The
consumers are more interested in buying Shalimar Paints through retailers only. Consumers buy
only Shalimar Paints because the emotional attachment which they are having with the product.

d. QUESTIONNAIRE
Dear sir/madam,
I, VISHAL P NAIK 4thsemester MBA student of (TOCE, Bangalore) doing a project titled ““A
Study on Shalimar Paints marketing Strategy in Bangalore and strategy to increase the
share”. I would kindly request you to spare some time on answering the questions below.
Name (Optional):
Age:
Sex:
E mail:
Contact no:
1) Which is the following company paints did you prefer to choose?
( ) Berger paint ( ) Asian paint ( ) Shalimar paint
( ) Nerolac paint ( ) Others

2) Do you know Shalimar paint?
( ) Yes ( ) No
3) How do you come to know about the Shalimar paint?
( ) News paper ( ) TV Advertisement ( ) Magazines
( ) Friends ( ) Others
4) Do you check the prices, of paints you buy, from alternative sources?
( ) Yes ( ) No
5) Do you check the M.R.P. (Maximum Retail Prices) before buying the products?
( ) Yes ( ) No
6) How long have you been purchasing?
( ) 1-3 Years ( ) 3-6 Years ( ) 6-9 years
( ) Above 10 years
7) Who are the main influencers that suggest what brand of paint to use?
( ) Land owner ( ) Developer company ( ) Dealer
( ) Painter ( ) Others
8) Do you have any Reason for buying more?
( ) Good quality ( ) Fast setting time ( ) Easily available

( ) If others, specify..........................
9) Through which channel you are buying the Shalimar Paints?
( ) Through company ( ) wholesaler ( ) Retailers
( ) Distributors
10) Why you are using “Shalimar Paints”?
( ) Fast setting time ( ) Lower price ( ) Good quality
( ) Easily available
11) How much quantity you are most prefer to buy?
( ) 1-5 kgs ( ) 5-10 kgs ( ) 10-15kgs
( ) More than 15 kgs
12) How do you compare “Shalimar Paints” with other Decorative Paints?
1 2 3 4 5
Excellent
Good quality
Average
Poor quality
13)Which season do you purchase this product?
( ) During the festival ( ) During the Celebrative
( ) Others.........
14)Overall, how satisfied are you with the Shalimar paint?

( ) Highly dissatisfied ( ) Dissatisfied ( ) neither satisfied nor dissatisfied

( ) satisfied ( ) Highly Satisfied
15)How likely you to use/purchase Shalimar paint again?
1 2 3 4 5
Definitely
Probably
Might or might not
Probably not
Definitely not
Never used
16)What do you like about Shalimar paint?
( ) Quality ( ) Quantity ( ) Content
( ) Price
17)Yours opinion about our Shalimar paints

Thank you……
e. BIBLIOGRAPHY
 Principles of marketing, Philip kotler, Gary Armstrong, Pearson/ 12th edition.

 Business research methods- William G Zikmund-Thomson, 7th edition, 2003
 Consumer behavior – Leon Schiff man, Leslie Lazar Kanuk- Pearson, 8th edition
 Industrial marketing, Robert R Reeder & Reeder- PHI
WEBSITES:
 http://www.shalimarpaints.com/aboutus.html
 http://www.shalimarpaints.com/aboutus_mission.html
 http://www.shalimarpaints.com/aboutus_mfd.html
 http://www.shalimarpaints.com/aboutus_csr.html
 http://www.shalimarpaints.com/investor_financial_share1.html
 http://www.shalimarpaints.com/investor_financial_main.html
 https://www.google.co.in/search?newwindow=1&site=&source=hp&q=marketing+strate
gy&oq=marketing+&gs_l=hp.3.2.0l10.104628.108361.0.111716.10.7.0.3.3.0.535.2031.0
j3j1j0j2j1.7.0...0.0...1c.1.9.hp.CLsoi8SbCY0
 https://www.google.co.in/search?newwindow=1&biw=1366&bih=667&q=mckinsey+7s
+framework+ppt&oq=mckinsey+7s+framework+ppt&gs_l=serp.1.0.0l2j0i22i30l4.20047
.21067.0.23053.4.4.0.0.0.0.1804.2967.0j1j4-1j1j8-1.4.0...0.0...1c.1.9.serp.ZCpIaXEsmbo

Vishal

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Shalimar Paints Marketing strategy In Bangalore

The Oxford College of Engineering Bommanhalli , Bangalore Page1

The Oxford College of Engineering Bommanhalli , Bangalore Page2

Shalimar Paints Ltd., a company primarily incorporated by British entrepreneurs

The Oxford College of Engineering Bommanhalli , Bangalore Page4

1992-stated Nasik plant.

2003-started sikandarabad plant.

a) BACKGROUND AND INCEPTION OF THE COMPANY

The Oxford College of Engineering Bommanhalli , Bangalore Page5

The Oxford College of Engineering Bommanhalli , Bangalore Page6

Shalimar Paints has 3 manufacturing facilities with a combined total

The Oxford College of Engineering Bommanhalli , Bangalore Page7

 ENVIRONMENT & SOCIAL WELFARE

 Shalimar shall impart training and education to all employees to work in a

The Oxford College of Engineering Bommanhalli , Bangalore Page8

b) NATURE OF THE BUSINESS CARRIED

Shalimar paint Company which is manufacturing and distribution of paints from

c) VISION,MISSION AND VALUES

The Oxford College of Engineering Bommanhalli , Bangalore Page9

♦ Husain premium acrylic emulsion

♦ No.1 premium acrylic distemper

♦ Superlac hi gloss enamel

The Oxford College of Engineering Bommanhalli , Bangalore Page10

a) PREWELD / SHOT-BLAST PRIMERS b) EPOXY PRIMERS

c) EPOXY INTERMEDIATES d) EPOXY FINISHESE

e) EPOXY COATING f) COAL TAR EPOXY

g) SURFACE TOLERANT h) POLYURETHANE COATINGS

i) ZINC SILICATE COATINGS j) CHLORINATED RUBBER

k) UNIQUE COATINGS l) HEAT RESISTANT COATINGS

m) BOILER PAINT n) CONVENTIONAL COATINGS

The Oxford College of Engineering Bommanhalli , Bangalore Page12

 Jammu & Kashmir

The Oxford College of Engineering Bommanhalli , Bangalore Page13

Holder’s Name Number of Shares % Share Holding

The Oxford College of Engineering Bommanhalli , Bangalore Page14

Shalimar paint is surrounded by large numbers of competitors in Asia. Shalimar paint

The Oxford College of Engineering Bommanhalli , Bangalore Page15

The Oxford College of Engineering Bommanhalli , Bangalore Page16

i) AWARDS AND ACHEIVEMENTS

 'Golden Peacock Environment Management Award 2005' for environment management of

 Awards for Marketing initiatives like Cannes2007 Bronze.

 Reader’s Digest Trusted Brands Gold Award for 2008

 Excellence in Corporate Governance from ICSI.

 Association of Business Communicators of India, Silver for Annual Environment Report.

The Oxford College of Engineering Bommanhalli , Bangalore Page17

j) WORK FLOW MODEL (END TO END)

The Oxford College of Engineering Bommanhalli , Bangalore Page18

k) FUTURE GROWTH AND PROSPECTUS

The Oxford College of Engineering Bommanhalli , Bangalore Page19

3. Mc KINSY’S 7S FRAME WORK

 Strategy: plan leading to allocation of resources.

 Staff: demographics of personnel.

 Shared Value: culture, which is actually the core element to it all.

HARDWARE: comprises of 3 elements

The Oxford College of Engineering Bommanhalli , Bangalore Page21

EXECUTIVE DIRECTOR & CEO

Finance Manufacturing Procurement Marketing HR

Head Operations VP operations VP operation Decorative Industrial

Corporate Team Operation Team

The Oxford College of Engineering Bommanhalli , Bangalore Page22

o General Manager system:

The Oxford College of Engineering Bommanhalli , Bangalore Page23