A Study on the Effectiveness of Sales and Distribution Channel of Kansai Narolac Paints Ltd. Chhattisgarh

 

Dr. R. Shridhar1, P. Prasad Rao2

1Professor, Management Department,  Kalinga University, Raipur (CG)

2Research Scholar,  Management Department,  Kalinga University, Raipur (CG)

*Corresponding Author E-mail:  

 

ABSTRACT:

This Research Paper aims to study the distribution channels, sales network and service patterns of the paint sector through an analytical of Kansai Nerolac paints Company.  The paper also tries to bring out the shortcomings, if any, in the present system and thus recommends suggestions to improve the same. The research paper also gives insights into the various financial terms, norms of the sales and service departments as per the guidelines of the paint industry.

The paper was designed after detailed discussion with the company officials on three parameters i.e. distribution network, service network and sales functioning. The research paper also includes the insights given by the dealers and officials of the company. “The sample size of 40 for channel members and that for the sales people was 5, from company”.

Firstly, the paper discusses the distribution network of the Kansai Nerolac Company functions carried out by the channel members. Kansai Nerolac Paints being the 2nd largest paint manufacturer in India. The paper also covers the financial terms of the company with the dealers and that of the dealers with the customers.

Secondly, the research paper discusses the sales functioning of the Kansai Nerolac Company, which includes aspects such as the hierarchy of the sales department prevalent in the company; the responsibilities and functions of the sales force, their performance appraisal structure etc.

Finally the research paper ascertain effectiveness sales and distribution channel of Kansai Nerolac paints and covers the service network of the company which deals with the after sale services and their effectiveness provided by the company which deal with the various method to increase the sale volume of the company.

 

KEYWORDS: Distribution Channel, Marketing Management - Sales, Service.

 

Kansai Nerolac Paints Limited  (BSE: 500165,  NSE: KANSAINER) (formerly known as Goodlass Nerolac Paints Ltd) is the largest industrial paint and third largest decorative paint company of India based in Mumbai. It is a subsidiary of Kansai Paint of Japan. As of 2015, it has the third largest market share with 15.4% in the Indian paint industry. It is engaged in the industrial, automotive and powder coating business. It develops and supplies paint systems used on the finishing lines of electrical components, cycle, material handling equipment, bus bodies, containers and furniture industries.

 

HISTORY

·       1920 : It started as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in Mumbai.

·       1957 : Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac Paints Ltd. 

·       1976 : Goodlass Nerolac Paints Ltd. became a part of Tata Forbes Group on acquisition of a part of the foreign shareholdings by Forbes Gokak.

·       1983 : Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical collaboration agreement by Kansai Paint Co. Ltd., Japan and Nihon Tokushu Tokyo Co. Ltd., Japan.

·       1999 : Kansai Paint Co. Ltd. , Japan took over the entire stake of Tata Forbes group and thus Goodlass Nerolac Paints became wholly owned subsidiary of Kansai Paint Company Ltd.

·       2006 : On 11 July, Goodlass Paint Ltd. name has been changed to Kansai Nerolac Paints Ltd.

 

COMPANY OVERVIEW:

Kansai Nerolac Paints has 5 paint manufacturing plants and about 6–7 contract manufacturers. The Nerolac owned plants are at 1. Jainpur (Uttar Pradesh) 2. Bawal (Haryana) 3. Lote, Chiplun (Maharashtra) 4. Hosur (Tamil Nadu)

Kansai Nerolac Paints Ltd. has entered into much technical collaboration with other industry leaders such as E.I. Du-products.

The Mumbai-based company is the leader in the industrial paints segment with a market share of over 40%. It is the third-largest player in the decorative paints segment with a modest market share of 13%. Nearly 75% of the Indian paints industry consists of the decorative segment.

 

THE DISTRIBUTION CHANNEL

Chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user.This process is known as the 'distribution chain' or the 'channel.' Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user.

Channels

A number of alternate 'channels' of distribution may be available:

Distributor, who sells to retailers,

Retailer (also called dealer or reseller), who sells to end customers

 

 

Advertisement typically used for consumption goods

Distribution channels may not be restricted to physical products alone. They may be just as important for moving a service from producer to consumer in certain sectors, since both direct and indirect channels may be used. Hotels, for example, may sell their services (typically rooms) directly or through travel agents, tour operators, airlines, tourist boards, centralized reservation systems, etc.

 

A THEORETICAL FRAME WORK OF CHANNEL OF DISTRIBUTION

“Marketing channels are sets of interdependent organization involved in the process of making a product or service available for use or consumption.” The main objective of the marketing process is to distribute the products to the actual users. This function involves a number of sub-functions to be performed by a producer or manufacturer. These two functions are most important first, the creation of demand is made through the process of advertising and sales promotion activities. On the other hand the distribution through the channels of distribution. The decision relating to the channel of distribution is a very important decision from the firm point of view because the selected channels affect considerable other marketing decision. Such decisions are of long term nature and exercise their impact on the cost structure of the firm also.

 

By channel distribution mean the intermediaries or the process through which the goods products are transferred from the producer to the ultimate users.

 

Now a day any of the producers possibly do not sell their goods directly to the final users. There are a lot of intermediaries between producers and consumer, bearing a variety of name performing various kinds of function. Some intermediaries like wholesalers and retailers buy and resale taking the bill. They are known as merchant middle men and other are brokers, representative sales agent who seeks or search for customers and negotiate on the behalf of the producer but do not take of goods. These are called as middlemen.

 

The manufacturer and its distributive outlets share common objective to sell the manufactured products at a profit. No doubt its objective differs with the marketing circumstance. Even though many variation of specific objective fits into some categories.

These are as follows:-

To built distribution network loyalty

To stimulate distribution

To develop managerial efficiency in distribution organization

To identify the source of supply for the product line at the final buyers level

The channel of distribution is a structure which organized and presents a choice among alternative channels of distribution of the different marketing situations faced by retailers, whole sellers and producers within the structure. It may be considered as a series of function which must be performed in order to make producers efficiency.

 

To bearing maximum profits of all institutions concerned a channel of distribution should be treated as a unit of total system of action. The activities of the manufacturer need to be coordinated with these middlemen used in the distribution of given product. 

 

TYPES OF MARKETING CHANNELS

1. Direct marketing channel: A marketing channel that has no intermediaries’ level

2. Indirect marketing channel: Channels containing one or more intermediaries

Customer Marketing Channels:

Channel 1

Manufacturer……………………………Consumer

Channel 2

Manufacturer………Retailer………..…Consumer

Channel 3

Manufacturer…..Wholesaler….Retailer……Consumer

Channel 4

Manufacture .Wholesaler..Jobber…Retailer. Consumer

                                      

RETAILING

Includes all the activities involved in selling goods or services directly to final consumers for personal non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing.

 

Retailers are the last but not the least in the marketing channel through whom the eventual transfer of ownership of goods take place. The use of retailer boils down to their superior efficiency in making goods widely available and accessible to target markets. In most of the cases the retailers performs the important functions mentioned as under.

1. Information
2. Promotion
3. Negotiation
4. Ordering
5. Financing
6. Risk Taking
7. Physical Possession
8. Payment
9. Title

 

The major types of retailer are as following:-

1. Specialty Store: - They sell narrow product line with deep assortment.

2. Departmental stores: - They sell several product line with each line operated as separate department managed by specialist buyers or merchandisers.

 

3. Super market: - They are relatively large, low cost, low margin, high volume self service operation designed to serve total needs for food, laundry and household maintenance product.

 

4. Convenience Store: - These are relatively small store located near residential areas, open long hours, seven days a week and carrying an united lines of high turnover convenience products at slightly higher prices.

 

5. Discount Store: - These sell standard merchandise at lower prices with lower margins and higher volumes.

 

6. Off price Retailers: - These sell the merchandise which are bought at less than regular wholesale prices and sold as less than retail. These may be of three types mentioned as under:

a) Factory orders

b) Independent off price retailers

c) Warehouse clubs (Wholesale clubs )

 

MANUFACTURING UNITS

Manufacturing is a very important function for the paint industry. Nerolac has made sure that its manufacturing facilities are world class. Nerolac has five manufacturing units located at:

Perungudi (T.N.),

Vatva (Gujarat),

Jainpur (U.P.),

Lote Parshuram (Maha.) and

Bawal (Haryana).

 

The total installed capacity of all the units put together is158300 TPA. Its latest unit is at Bawal, which was commissioned in March 2005, with a capacity of 20400 TPA with an investment of around Rs.100 crore- all through internal accruals.

 

DISTRIBUTION NETWORK OF NAROLAC

Channel structure, members and their selection

Nerolac’s strength of wide spread distribution network is its right arm in generating sales revenue from all parts of India. Nerolac has a wide distribution network of over 11,000 dealers.

 

They have eight Sales Divisions and each division has depots to take care of local needs. In all they have 66 depots

All this ensures complete reach in India including rural and up country markets.

 

 

 

 

Fig. Channel structure                            

 

There exist a total of 4000+ dealers with multiple outlets, i.e. a total of dealers covering  cities. The percentage of dealers in each of the zones is as follows.

North-                                                                       35%

East-        10%

South-                                                                       26%

West-        29%

 

CRITERIA FOR APPOINTING DEALERS

Credibility in the market

Foot Fall

Financial position

Competitors

 

CREDIT PAYMENT AND WARRANTY

Credit depends on credibility of the dealer/shopkeeper.

It ranges from 0 – 30 days.

But CD will be 3.5% instead of 5%.

 

NEROLAC:

Payment is done on the basis on Cheque on Delivery and Advance cheque payment.

 

ORDER CYCLE , INVENTORY , TRANSPOT

Total company’s owned godowns through out the city:

Whole country  is connected through SAP and are daily updated.

Therefore, order can be placed  regularly and has withing a day service of delivery.

Inventory depends on financial capacity, schemes/discounts offered by the organisation.

Transport is outsourced by the company through CandF agents to the contractors on certain terms and conditions set by the company.

Transport vehicles generally used are Tampo, Champions, TATA 407 etc.

MARKETING OF NEROLAC PAINTS LTD

‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.’ – Philip Kotler

 

 

 

At Nerolac, the marketing function has been one of the pillars behind building a successful organization. We believe our key strength lies in understanding the consumer and communicating with him in a language they understand and relate to best. Nerolac commercials have been well -loved over the years and its jingle - 'Jab ghar ki raunaq badhaani ho...' is now a familiar tune in every Indian household.Over the years, Nerolac has undertaken several initiatives, which have met with unprecedented success and really made people really sit up and take notice of the brand. Beginning with the introduction of the new Brush stroke logo, which stands for the ‘process of painting’. It depicts motion, dynamism and progress through change. The signal red color, which is the color of Nerolac, is symbolic of eternal joy and hope. It has now become an integral part of our brand identity and now appears as a sign-off on any kind of communication.

 

Another one of the marketing initiative was the unveiling of the new corporate campaign with Mr. Amitabh Bachchan as our brand ambassador. In this campaign, Amitabh Bachchan embodied Nerolac and showed how it touches the lives and dreams of people...no matter who they are and where they come from.  The essence of this thought was captured in the newbaseline ‘Yeh Rang hain jo har kisi ko chhoota  hain’.

 

Apart from the corporate campaign, we also released a new commercial for Nerolac Suraksha with Mr.Bachchan. Focusing on the fast growing exterior category, this commercial playfully demonstrates Suraksha's proposition of protection.

 

Another one of the initiatives launched, during the festival season of Diwali was “Har Din Diwali “ a promotional campaign aimed at the customer. The unique feature of this campaign was the opportunity to win daily prizes through out the entire duration of 55 days of the campaign. In addition to the daily prizes there was also a grand bumper prize to be won. For sure this was one campaign that was a runaway success.

 

 

 

 

 

Complimenting our core business of paints last year also saw the launch of  “Nerolac Assured Paint Service”. Designed to bring the Nerolac experience right to the consumers' doorstep, it met with an excellent response. Currently available in Mumbai, consumers can now relax while the Nerolac team takes over the entire paint job right from sourcing to execution.

 

In our effort to becoming  consumer friendly, this year we also undertook the exercise of redesigning our shade cards. The new look shade cards are not only eye catching and consistent in appearance but also try to make the process of shade selection for the consumer lot more interesting and convenient.

 

MARKET RESEARCH

The company undertakes Market Research activity to measure its performance in different fields, like after sales service, customer satisfaction etc. The company employs third party agencies to measure its performance.

 

SSI (Sales Satisfaction Index)

The sales satisfaction study is a consumer-driven measure of customer satisfaction with the product sales and delivery process. According to the study, there are six major factors impacting satisfaction with the dealership at the time of purchase. They are Sales Experience, Explanation at Delivery, Price Evaluation, Delivery Timing, Salesperson Knowledge and Post-Delivery Contact.

 

CSI (Customer Satisfaction Index)

The customer satisfaction index with quality delivery performance is used to track the problems experienced in the customer satisfaction process. This data helps in building future policies and also helps in training the employees to perform better in future.

 

 

Nerolac India closely monitors each and every aspect of the entire process in the business organization. The service network is similar to that of Asian paints but the CRN and training and development is not that developed. The technical support in the business units is different as we have already discussed earlier that Kansai nerolac paints uses SAP and i2 technologies and uses push and pull protocol.

 

RESEARCH METHODOLOGY:

“Marketing Research is the systematic designing, collection, analysis, and reporting of data and finding relevant to a specific marketing situation facing the company.”

 

The present study of paints markets in all over( C.G.) is based on survey methods. In survey methods, there are two types of survey. One is Census Method and another is Sampling Method. In this sample survey methods I have taken only a small part of the whole and data collected from the small part are made applicable to the whole i.e. I have taken all over Chhattisgarh.

 

Data collection

Primary data :-  Collection involved distributors and Dealers.

Secondary data :-  Internet , nerolac.com

Research Approaches : Survey

Research Instrument :- Interview Schedule and Discussions with company officials, dealers and Sales people.

Sampling Plan

Sampling Unit :  Distributors Dealers Sales manager

Sampling size  :   01                40         5

Sampling procedure : -  Purposive Selection

Contact Method :-  Personal Interview In interview schedule I used multiple choice question and ranking system questions.

 

(1)   What is your category according to your sales turnover ?

S.No

Particular

Dealer

1

MCD

8

2

CCD

18

3

NO MCD CCD

14

Total

40

 

INTERPRETATION

Now a days maximum Computerised Colour Despention machine are used for colour mix`

Ø Nearly 45% CCD machine used by dealer.

Ø Nearly 20% mannul machine used by dealer.

Ø Remaning dealer are not used nerolac machine.

 

(2) Which brands of  Paints are available in the outlet?

S.No

Particular

Dealer

1

Nerolac Paints

14

2

Asian Paints

18

3

Berger Paints

5

4

ICI Paints

2

5

Others

1

 

Total

40

 

INTERPRETATION

Near about 50% dealer keep stock of asian paints and some dealer only deal only one brand.

Ø Maximum asian paints available in the outlets.

Ø Nearly 33% nerolac paints available in the outlets.

Ø Remaning other brands paints available in the market.

 

(3) Do you know about all variety pack (size) and respective price list of Narolac Paints?

S.No

Particular

Dealer

1

Yes

35

2

No

5

Total

40

 

INTERPRETATION

Maximum dealer well know about the all varities and price list of Nerolac paints.

Ø 87% dealer know about the all varity and price list of nerolac paints.

Ø In other side 13% dealer are not totally knowing all varities of nerolac paints.

 

(4) What is the frequency of the visit of Narolac executive?

S.No

Particular

Dealer

1

Daily

8

2

Alternate Day

18

3

Weekly

9

4

Fortnightly

5

Total

40

 

INTERPETATION

The Nerolac executive visit alternative day to dealer maximum times for service

Ø Nearly 50% dealer’s shop visit alternative day.

Ø 25%  weekly visit by executive.

Ø Nearly 25% dally visit who are big dealer of nerolac paints

 

(5) Which factors affect the sale most?

S.No

Particular

Dealer

1

Advertisement

13

2

Scheme

16

3

Price

7

4

Others

4

Total

40

 

INTERPRETATION

Now a days schmes are affect the sales most of nerolac paints

Ø Firstly affect the schmes to sales nerolac paints.

Ø Secoundly  advertisement affect the sales of nerolac paints.

Ø After that price affect the sales of nerolac paints.

Ø Than others like painter advice , quality etc.

 

(6) When a customer comes to your shop which brand of  Paints does he/she demands? (Rank them) ?

S.No

Particular

Dealer

1

Nerolac Paints

9

2

Asian Paints

20

3

Berger Paints

6

4

ICI Paints

4

5

Others

1

Total

40

 

INTERPRETATION

Customer genrally demand Asian paints due to it is very popular brand in paint industry.

Ø Firstly Asian paint demand most.

Ø Secoundly  nerolac paint demand by the customer.

Ø After that Berger paints.

Ø Than ICI paints

 

(7) Which type of paints is demanded most?

S.No

Particular

Dealer

1

Distemper

15

2

 Emulsion

8

3

 Oil Paints

5

4

  Enamel

12

 

Total

40

 

INTERPRETATION

Maximum sale of distemper paints due to we all well  know about it

Ø 37% of sale is distemper sales .

Ø 30% of sale is enamel.

Ø Now a days emulsion sale growth rate is high.

Ø Than only 13% of sales is oil paints sales

 

 

 

 

LEVEL OF AGREEMENT

1.     The Service provided by the Narolac Paints is Satisfactory?

S.No

Particular

Dealer

1

Strongly Agree

6

2

 Agree

14

3

 Neutral

13

4

 Disagree

5

5

 Strongly Disagree

2

 

 Total

40

 

INTERPRETATION

In the above data variable is Service so 35% dealer are satisfied , 32.5% are neutral , 15% are highly satisfied and 17.5% are not satisfied with service provided by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 137 so according to dealer view they favourable with service provided by the nerolac paints.

 

2.     The Narolac Paints provide the timely delivery of the goods?

S.No

Particular

Dealer

1

Strongly Agree

8

2

 Agree

12

3

 Neutral

11

4

 Disagree

6

5

 Strongly Disagree

3

 

Total

40

 

INTERPRETATION

In the above data variable is Timely delivery so 30% dealer are satisfied , 27.5% are neutral , 20% are highly satisfied and 22.5% are not satisfied with Timely delivery by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response

 Score is 136 so according to dealer view they favourable with Timely delivery provided by the nerolac paints.

 

3.     The availability of stock in Nerolac Depot is sufficient?

S.No

Particular

Dealer

1

Strongly Agree

2

2

Agree

8

3

Neutral

15

4

Disagree

11

5

Strongly Disagree

4

Total

40

 

 

INTERPRETATION

In the above data variable is Availability of stock  so 20% dealer are satisfied , 37.5% are neutral , 5% are highly satisfied and 37.5% are not satisfied with Availability of stock of the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

                       Score is 113 so according to dealer view they Unfavourable  with stock Availability of the nerolac paints.

 

4.     The scheme of the company is beneficial?

S.No

Particular

Dealer

1

Strongly Agree

2

2

Agree

23

3

Neutral

11

4

Disagree

3

5

Strongly Disagree

1

Total

40

 

INTERPRETATION

In the above data variable is Scheme so 57.5% dealer are satisfied , 27.5% are neutral , 5% are highly satisfied and 10% are not satisfied with service provided by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 142 so according to dealer view they favourable with scheme beneficial  provided by the nerolac paints

 

5.     The Position Delivery of the Narolac product is good?

S.No

Particular

Dealer

1

Strongly Agree

4

2

 Agree

17

3

 Neutral

13

4

 Disagree

5

5

 Strongly Disagree

1

 

Total

40

 

INTERPRETATION

In the above data variable is Position Delivery so 42.5% dealer are satisfied , 32.5% are neutral , 10% are highly satisfied and 15% are not satisfied with service provided by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 138 so according to dealer view they favourable with position delivery  provided by the nerolac paints

 

6.     The company provides the Stock of goods at the short notice?

S.No

Particular

Dealer

1

Strongly Agree

5

2

Agree

15

3

Neutral

10

4

Disagree

6

5

Strongly Disagree

4

Total

40

 

INTERPRETATION

In the above data variable is Stock in short notice so 37.5% dealer are satisfied , 25% are neutral , 12.5% are highly satisfied and 25% are not satisfied with service provided by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 131 so according to dealer view they favourable with stock in short notice provided by the nerolac paints.

 

7.The company provide an appropriate discount on the purchase of goods?

S.No

Particular

Dealer

1

Strongly Agree

5

2

 Agree

25

3

 Neutral

7

4

 Disagree

2

5

 Strongly Disagree

1

 

Total

40

 

INTERPRETATION

In the above data variable is Discount so 62.5% dealer are satisfied , 17.5% are neutral , 12.5% are highly satisfied and 7.5% are not satisfied with service provided by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 151 so according to dealer view they favourable with Discount provided by the nerolac paints.

 

 

 

 

 

8.The maintenance of the color mixing machine provided by the company is satisfying?

S.No

Particular

Dealer

1

Strongly Agree

2

2

 Agree

5

3

 Neutral

26

4

 Disagree

3

5

 Strongly Disagree

4

 

Total

40

 

INTERPRETATION

In the above data variable is colour machine so 12.5% dealer are satisfied , 65% are neutral , 5% are highly satisfied and 17.5% are not satisfied with service provided by the Nerolac paints.

 

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

Score is 118 so according to dealer view they unfavourable with machine provided by the nerolac paints.

 

9.     I  am satisfied with the survey taken by the executive?

INTERPRETATION

In the above data variable is Survey by executive so 52.5% dealer are satisfied , 22.5% are neutral , 5% are highly satisfied and 20% are not satisfied with service provided by the Nerolac paints.

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 134 so according to dealer view they favourable with survey by executive provided by the nerolac paints

 

10. The various varieties of Narolac Products is easily available?

S.No

Particular

Dealer

1

Strongly Agree

3

2

Agree

4

3

Neutral

18

4

Disagree

10

5

Strongly Disagree

5

 

INTERPRETATION

In the above data variable is Varity of product  so 10% dealer are satisfied , 7.5% are neutral , 45% are highly satisfied and 37.5% are not satisfied with service provided by the Nerolac paints.

 

 

According to Likert scaling technique , the following score are :-

Ø 40  × 5  =   200      ( Most favorable response)

Ø 40  × 3  =   120      ( Neutral )

Ø 40  × 1  =     40      ( Most unfavorable response )

 

Score is 110 so according to dealer view they unfavourable with varity of product  by the nerolac paint

                                             

FINDINGS:

In the earlier chapters of this report on various aspects of Paint industry with particular reference to establishment of ‘’Kansai Nerolac paints Ltd.’’ Its organizational structure and channel of Distribution Nerolac paints Ltd.  has been studied Present chapter is an attempt to summaries the whole report and present a view Finding.

 

From the data analysis and survey conducted by me, I arrived at the following Findings:-

Ø Nerolac paints has the entire range i.e. Distemper, Emalsion, Oil paint, putti in the market.

Ø The majority of the retailers deal in all brands of nerolac paints and Asian, Berger paints

Ø The major problem faced by the distributor is the shortage of supply particularly

Ø  Distributor functions just as order takes; they should contribute me and communicate to the retailers. 

Ø  It should be checked that whether our products is reaching to the outlets timely and regularly or not.

Ø  Most of the retailers are in need of board but not provided by the Nerolac Company.

Ø  Most of the retailer’s especially small retailers have complained that the sales man does not inform about any sales promotional scheme.

 

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Web-Sites:

www.narolac.com

http://www.referenceforbusiness.com

http://articles.mplans.com/choosing-your-channels

 

        

 

 

 

 

Received on 10.01.2018          Modified on 22.01.2018

Accepted on 28.02.2018           ©A&V Publications All right reserved

Asian Journal of Management. 2018; 9(1):595-603.

DOI: 10.5958/2321-5763.2018.00094.X