Advertisement Strategy of Various Paint Industry

Topics: Paint, Coatings, Primer Pages: 24 (6260 words) Published: August 26, 2013
SUMMER INTERNSHIP PROJECT

Topic- To understand the consumer purchase process in the undercoats (primer/putty) and how to influence the same. Areas covered- Howrah, Hooghly and West Medinapore.

Submitted to:-
Prof. Ritu Srivastava

Submitted by:-
Ankur Agarwal
PGDM Batch- 2012-2014
Roll no. 2012017

1.Name Of The Company- ASIAN PAINTS LTD.
2.Address- Arihant, 1st floor
53A, Mirza Ghalib Street
Kolkata-700016.

3.Date of internship Commencement- 22nd April

4.Date of internship Completion- 25th June

5.Name of industry Guide- Karthik Sreeraman

6.Designation – Area Manager

7.Student’s Name- Ankur Agarwal

8.Student’s Roll Number- 2012017

9.Student’s E-mail ID- ankur_agarwalha@rediffmail.com

10.Student’s Mobile no.- 8377866126

Certificate of Completion from faculty Guide

 

This is to certify that Summer Project Report on "TO UNDERSTAND THE CONSUMER PURCHASE PROCESS IN THE UNDERCOATS (PRIMER/PUTTY) AND HOW TO INFLUENCE THE SAME" prepared by "ANKUR AGARWAL" Roll No.  "2012017" of PGDBM 2012-14 BATCH is his genuine effort under my guidance and supervision.  

Signatures of the faculty guide Signatures of the student

Name of the faculty guide Name of the student

ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible. I would like to take the opportunity to thank and express my deep sense of gratitude to my corporate mentor Mr. Karthik Sreeraman and my faculty mentor Prof. Ritu Srivastava. I am greatly indebted to both of them for providing their valuable guidance at all stages of the study, their advice, constructive suggestions, positive and supportive attitude and continuous encouragement, without which it would have not been possible to complete the project. I would also like to thank Mr. Kuntan (Area sales officer.) who in spite of busy schedule has co-operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work.. I am thankful to Mr.Gautam Ghosh for giving me the opportunity to work with Asian Paints and learn.I owe my wholehearted thanks and appreciation to the entire staff of the company for their cooperation and assistance during the course of my project.I hope that I can build upon the experience and knowledge that I have gained and make a valuable contribution towards this industry in coming future.

EXECUTIVE SUMMARY
The project was started on 22nd of April after knowing all the relevant Information about the different Primer and Putty varieties available. The first part of my project involves the study of Dealers allocated to me and Identification of the problem areas, consumer purchase process and helping them in order to increase sale. For this I used the method of personal interviews and questionnaires. At the same time , they were being made aware of the incremental scheme of Asian Paints for the dealers. For this I visited around 85 outlets in the area, ie, Howrah, Hooghly and West Medinapore and spoke to them. I was also supposed to find out new retail outlets and convince them to sell Asian Paints products by showing them the opportunity of getting attached with a big FMCG brand like Asian Paints and increase the customer base. The second part of my internship was the study of consumer attitude towards Asian Paints products or more specifically the factors affecting the decision of purchase of primer and putty. For this a sample of 200 consumers was taken and a factor analysis was carried on to find the decision making...
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