FACTS

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A Study Of Paints Sector In Rural Maharashtra
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FACTS

• Rs. 49 billion sector
• Organized sector controls 70 percent of the total
  market
• 55 belongs to the unorganized sector in rural
  India

Leaders
Asian Paints (India)
Berger Paints
Goodlass Nerolac Paints
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USE OF PAINTS IN THE VILLAGES

• Horns of bulls during festivals.
• Bullock carts.
• Windows and doors.
• Writing slogans on walls.
• Painting Aanganwadis, temples, schools
• Painting of houses

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BRANDS

• Asian Paints
• Largest distribution network
• Aggressive marketing strategy(Gattu)
• Nerolac
• Distribution is weak.
• Awareness about the product,
• but due to unavailability there is no
  access.
• Shalimar
• No awareness of Shalimar.
• Local Brands
• Priyas Day Lite distemper.

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THE RURAL CUSTOMER

• Decision Maker/Opinion Leader
• Economically well off
• They are aware of the brands that exist in the
  market.
• Watch advertisements but are not convinced
  easily.
• Actively involved in painting decisions.
• UnawareI. Economically not very well to do.
• Unaware of brands in the market.
• Purchase the most easily available product.
• II. Economically not very well to do.
• Entrust the painters with painting decisions.
• Women suggest the colors and male members usually
  co-ordinate with the painters.

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Consumers Vs Retailers

• CONSUMERS OPINIONS
• Paints are not brands, just color.
• Seen as form of luxury.
• Painting a house is usually done on during
  occasions.
• Wait for the paint to get washed off before they
  go in for re-painting.

• RETAILERS OPINIONS
• There is only an occasional demand for the
  product, therefore dont like to set up shop.
• Local brands are more profitable but they do not
  sell as much.

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FINDINGS

• Male member are decision makers at home.
• Rely on suggestions from contractors and
  painters.
• No retail outlets selling paints available in
  villages.
• Frequency of painting depends in the income.
• Direct customers get no discount.
• Shopkeepers are the ones who get offers that are
  to be passed on the consumers.
• Consumers often have blind faith in the retailers.

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NEED-GAP

• No direct contact with the end consumer
• Reasonably well established distribution network
  but low awareness.
• Advertisements create awareness at a superficial
  level.

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Way Forward -Marketing Strategy

• Increase direct-contact programs
• Sales persons visiting houses door-to-door giving
  them information about the product as well as the
  sample.
• Sales persons must target consumers especially
  during occasions.
• The consumers should be able to place orders with
  these sales persons for future purchases.
• Stalls can be set up at Haats weekly Bazaars.
  

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• Increase sales promotions for end-consumers
• Schemes for selling products such as Buy one get
  one free.
• Offering special discounts on festivals
• In off-seasons like monsoons innovative use of
  paints can be shown.
• For example making people aware of how paints
  can be used to prevent leakages.
• Increasing product awareness among end consumers.
• Paint advertisements on the walls in strategic
  locations.
• Print/Television advertisements about the
  company should mention places where the product
  is available.
• Actual customer testimonials to lend more
  authenticity to the content.

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• Product Melas
• A common platform for various paint brands to
  exhibit and sample their products in villages.
• Can be done once in 6 months or a year.
• Wall painting competition
• Targeted at women
• Sponsored by one of the paint brands
• For winners, incentives like house painting
  during festivals/weddings.
• For painters
• Incentives based on the number of houses they
  paint
• Sponsored by paint brands, get heavy discounts,
  free brushes etc.

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Submitted By

• Esha Verma 51 (PR)
• Gehna Sawhney 72 (PR)
• Preethi Anna Stephan 64 (AD)
• Sameera Chamgi 65 (AD)