Kansai Nerolac Paints Marketing Mix

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Marketing Mix of Kansai Nerolac Paints analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Kansai Nerolac Paints marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Kansai Nerolac Paints Marketing Mix:

Product:

Kansai Nerolac Paints are one of the leading paint companies serving a huge market. Kansai Nerolac Paints has a variety of products and services in its marketing mix targeted at 3 types of segments:

• Home owner

• Professional

• Industrial

For both home owner and professional consumer segments, Nerolac Paints have a wide range of product offerings in the decorative paint products category consisting of interior wall paints, exterior wall paints, wood coatings, metal enamel paints and paint ancillary. Interior and exterior wall Nerolac Paints are classified into super premium, premium, popular and economy ranges, with super premium being of the highest finish and quality and economy being the lowest. In the industrial segment, general industrial coatings are offered for heavy duty industrial products and high-performance coatings for large scale equipment. Other offerings include powder coatings, coil coatings and floor coatings for high endurance industrial paint solutions. Nerolac Paints also has a strong presence in Automotive paints and auto refinish paints category. In addition to products, Kansai Nerolac also provides coating technical services and health and safety services for industries. Another line of product offering is in online category with tools like Paint Calculator which helps users estimate the price depending on their customised requirements of the project. Paint Your Home app, Colour Picker app and the online colour palette are also offered under this category.


Image: company website


Price:

Kansai Nerolac paints follows a premium pricing strategy in the home owner and professional market segment. It prices its products a notch higher than its competitors like Berger and Asian Paints claiming eco-friendly and high-quality products. The four product categories of Nerolac Paints based on price are- the super-premium range products which are priced between Rs.980 to Rs.550, premium range between Rs.478- Rs.310, popular range priced between Rs. 250-170 and economy between Rs.190- Rs.125. Such pricing strategy also allows it to maintain a higher perceived value for its brand. Nerolac Paints is a market leader in industrial coating solutions and thus follows value-based pricing in this product category. The prices are charged on the basis of exclusive features of the product in addition to the value of raw-materials and technology used. Services like Nvision for home owners and professionals and health and safety for industrial customers are provided for free but Nerolca charges for the technical services provided by Central Service Technology Laboratory situated in Lower Parel, Mumbai. Online tools and apps are free to use. This throws some light on the Nerolac Paints marketing mix strategy.


Place:

Nerolac Paints have a strong distribution network reaching out to a lot of geographies. For decorative paints segment, the supply chain consists of a wide distribution network and production planning is done on the basis of forecasted demand. Kansai Nerolac treats its vendors more as business partners. High Quality raw materials are sourced from a pool of vendors which is the result of Nerolac’s Best Vendor Performance Management System. Most of the manufacturing is done at paint processing internal manufacturing sites, but some part of it is outsourced to outside processing centres as well. The finished goods from both internal and outside centres are then sent either directly to depots or to regional distribution centres from where then they go to the depots. Finally, they are distributed to retailers and customers. Another important part of the supply chain are industrial customers who are mostly served by “Make to Order” philosophy and the product is distributed to them directly from paint processing internal manufacturing sites without the help of any intermediaries. This strategy helps reduce the channel cost and encourages better customer relationships.


Promotion:

Nerolac Paints is a brand which has always invested heavily in promotions and campaigns as it had to compete against the tremendous brand equity of Asian Paints. It came out with catchy jingles like- “Jab ghar ki raunak badhani ho, deewaro ko sajana ho, NEROLAC NEROLAC!” and had a mascot- the painting tiger named Goody. But the mascot was replaced by Amitabh Bachhan in 2003. In 2008, the company roped in Shah Rukh Khan for its ad campaigns who still continues to be the brand ambassador for Nerolac Paints. Nerolac teamed up with DDB Mudra marketing agency to come up with the award-winning marketing campaign “Rang de Patang”, where it used colourful kites as colour palettes in the city of Ahmedabad during Uttarayan- the kite festival. The customers were given the shade of kite they chose as a free gift. Later, on the day of Uttarayan, the remaining kites were distributed among people of Ahmedabad and the whole sky was filled with Nerolac kites. “Paint the change you want to see” is another marketing campaign where people were urged to donate the leftover paints to Nerolac, which then recycled these paints and used them to paint structures across country which were in need of renovation. For industrial segment, it uses its website to boast about the existing clientele and projects to attract more customers. Hence, this completes the Nerolac Paints marketing mix.


About Kansai Nerolac Paints:

Kansai Nerolac Paints is the second largest coating company in India with a strong brand presence in the decorative paints segment. Its products are well known for being eco-friendly and superior quality. Impressions, Excel, Suraksha and Beauty are some of the popular brands in this segment. It was established in 1920 in Lower Parel, Mumbai as Gahagan Paints and Varnish Co Ltd. It became famous as Goodlass Nerolac Paints and became a part of Tata Forbes Group in 1976 upon acquisition. In 1999, Kansai paints Co Ltd. took over Tata Forbes Group and Nerolac paints became a wholly owned subsidiary of this Japanese paint giant. Kansai Nerolac Paints, as it was renamed in 2006, is the market leader in industrial coatings with 70% market share. It is a strong player in automotive paints segment with customers including Maruti Udyog, Honda Cars, Bajaj Auto, Tata Motors, Mahindra & Mahindra etc. Nerolac Paints focuses on innovative technology and has a Colour R&D centre in Mumbai backed by Kansai Paint Co. Japan for its Automotive paint product category.

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