{hard Bound}project Report On Dreamz Colour(kamdhenu Paint)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Institute of Business Management and Research – International Business School (IBMR-IBS) Survey No. 4, Adjacent to BMW Show Room Hosur Main Road, Near Electronic City Bangalore – 560 100. India.

LC Code: 02894 Summer Internship Program (SIP) Report entitled “Sales & Marketing Of Dreamz Colour(Kamdhenu Paint) In Delhi” By Mr. Ankur Srivastava SMU Regn. No: 520854262

Submitted in partial fulfillment of the requirements for Master of Business Administration (MBA) of Sikkim Manipal University, INDIA

and Post-Graduate Program in Management (PGPM) Of IBMR-International Business School, Bangalore, India

Sikkim-Manipal University of Health, Medical and Technological Sciences, Syndicate House Manipal - 576 104, Karnataka, India

IBMR International Business School, Bangalore (1)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Institute of Business Management and Research – International Business School (IBMR-IBS), Bangalore.

CERTIFICATE This is to certify that the Summer Internship Program (SIP) Report entitled “Sales & Marketing Of Dreamz Colour(Kamdhenu Paint) In Delhi” submitted in partial fulfillment of the requirements for the Degree of Masters of Business Administration (MBA) of Sikkim-Manipal University of Health, Medical and Technological Sciences By Mr. Ankur Srivastava SMU Regn. No: 520854262

has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other Degree, Diploma, Fellowship or other similar titles or prizes and that the work has not been published in any journal or magazine. Certified, (Dr.G. R. Narayanan) Director – Academics IBMR International Business School, Bangalore (2)

(Mr. Anil Raj) Sales Manager

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

ACKNOWLEDGEMENT I express my sincere gratitude to my industry guide Mr. Anil Raj Sales Manager for his able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible. I would also like to thank the entire team of KAMDHENU ISPAT LTD., for the constant support and help in the successful completion of my project. Also, I am thankful to my faculty guide Prof. R. R. Gondkar, for his continued guidance and invaluable encouragement. Finally I would like to thank all those who contributed in whatever way, to the successful completion of the project.

(Student Signature) ANKUR SRIVASTAVA

IBMR International Business School, Bangalore (3)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

CONTENTS 1.

ABOUT KAMDHENU ISPAT LTD. ----------------6

2.

VISION-----------------------------------------------------8

3.

BUSINESS STRENGTH & MODEL----------------9

4.

KAMDHENU PHILOSOPHY------------------------12

5.

AWARDS--------------------------------------------------13

6.

LEADERSHIP TEAM----------------------------------14

7.

CSR INITIATIVES--------------------------------------21

8.

KAMDHENU PRODUCTS-----------------------------23

9.

ABOUT DREAMZ COLOURS------------------------32 10. PAINT & PRODUCT VARIENTS-------------------34 11. INDIAN PAINT MARKET----------------------------39 12. DELHI PAINT MARKET-----------------------------44 13. SWOT ANALYSIS--------------------------------------48 14. SUGGESSION--------------------------------------------50 15. BIBILOGRAPHY & QUESTIONAIRES-----------52

IBMR International Business School, Bangalore (4)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

PREFACE Without practical training, business education is meaningless so long with the theory; practical training is provided to management students to expose them to the actual working environment of any organization. Such training provides a framework of knowledge relating to the concepts and practices of the assigned topics in the organization. The summer training is an integral part of the course curriculum of M.B.A. In this the student is in the position to analyze the integral working of an organization with mature eyes and understand the dynamics in a much better manner. This particular project has been conducted at Kamdhenu Ispat Ltd. In the first phase of the S.I.P. project, there is an introduction of Kamdhenu Ispat Ltd., Vision, Company’s Business Model & Strength. And in the second phase of this Project, there are after that a market research is performed with a sample size of 100 Dealers of Paints. The research study was limited to Delhi. Here, in my survey, I have contacted the respondents through personal interviews with the help of questionnaires. The main objective of the research is to do sales & marketing Of Kamdhenu Paint (Dreamz Colours) and to know the Dealer & customer satisfaction level and their perception regarding Dreamz Colours. In the last phase of the report SWOT Analysis, suggestions and conclusions have been drawn. To introduce innovative products offering a right mix of flexibility/risk/return depending, which will suit the requirement of the customers and should target specific niches, which are poorly served or not served at all?

IBMR International Business School, Bangalore (5)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

ABOUT KAMDHENU ISPAT LTD.

Every success story has a humble beginning, so was ours. This story of hard work and success started in the year 1995 where a creative young individual started work in a production unit and instigated this expedition into India's steel sector with a single reinforcement steel bars manufacturing business at Bhiwadi in Rajasthan. The hard slog and uphill struggle soon, within the flashes of year brought the journey to a milestone with Kamdhenu Ispat Ltd., where the business took shape of a company of towering reputation, in the Indian Steel market. What started as a single manufacturing unit has now twigged into above 40 taut manufacturing units across the country as a leading steel manufacturers and the string seems to be getting longer. KIL has in its list of manufacturing, a diverse range of manufacturing products including Reinforcement steel Bars (TMT/HSD), Structural steels (Channels, Angles, Beams & flats) Binding Wire, Housing, PVC Pipes, Plywood, Paint(Dreamz Colours) and many more. In the last few years the company has grown from ‘one of them’ to ‘one of the best,’ and has been making dynamic progress with an intention of growing bigger but together.

IBMR International Business School, Bangalore (6)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

FACTFILE Leaders are not born overnight. It requires a consistent performance and value based delivery. Kamdhenu has broken new grounds with products and solutions that are global, innovative and sustainable. Kamdhenu Ispat Limited, the largest manufacturer of international quality Steel Bars in India, is the first company to get the prestigious ISO 9001:2000 certifications. KAMDHENU, the brand name that reverbs of strength, durability and dependence has registered the utmost brand recall in the construction industry. Kamdhenu Ispat Limited now manufactures reinforced steel bars- TMT, CTD & SS, under the same brand. The company believes that evolution and revolution is the edifice on which their accomplishment stands. This is evident in its ambitious growth plan through integration of decentralized production bases by strategic alliances, the first company to realize the potential of franchised manufacturing and acquisition of fragmented manufacturing units at regional levels all over the country. Kamdhenu Ispat Limited uses the latest CRM Belgium technology to manufacture its string of products- CID bars, TMT bars, TMT-Gal bars and Stainless steel in a flattering time of 18 seconds against 52 seconds of others. The manufacturing plants are fully automated for hot rolling and fine twisting techniques and use proper quenching processes for TMT technology.

IBMR International Business School, Bangalore (7)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

VISION Vision without an action is dream. Dream without action is mere fantasy. Action with a vision is making a difference. We have been keeping our dreams alive with our undying faith and belief in our potential, determination and dedication. KIL have made a difference with our constant surge to step ahead, in the course of which, we have now launched a new set of pro-active plans to Establish its’ overseas presence across the globe by the year 2012. KIL have set our eyes on decentralization of the current production base by undertaking strategic alliances- The tie-ups and acquisitions of unorganized and small sized manufacturing units mushrooming all over the country and getting all of them under our own umbrella through technical up gradation implementation of Quality Management System and effective distribution through the innovative Stockyard Model. In the list of top priority is the brand positioning of the products under the Kamdhenu brand name. Stress has been laid upon the publicity and advertising methods to create a better recall of the brand and products. The brand has now been positioned as "Best Quality at Best Price".

IBMR International Business School, Bangalore (8)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

BUSINESS STRENGTH

Kamdhenu Ispat Limited prides in its highly efficient marketing team with innovative and out of the box ideas to think ahead of the time and turn challenges into opportunities. The company has its centralized marketing office at Gurgaon backed with a committed chain of over 2500 dealers and distributors spread across the entire country. The company has been consistently creating better brand awareness of its products, which now enjoy a comprehensive reach across the country. Kamdhenu’s focussed marketing strategies have catapulted it to enjoy a price premium for ‘Kamdhenu’ brand products over non-branded products in the market. In line with its philosophy to have a well oiled and informed marketing network, the company publishes in-house news journal – ‘Ispat Sandesh’, both in Hindi & English for binding the Kamdhenu fraternity into a family. GLOBAL STEEL SCENARIO The Industry is passing through a phase of optimism and considerable growth in the steel sector globally. This is mainly caused by a steady rise in steel demand due to the boom in construction business across the entire Asian region. According to research studies, this global demand for steel will continue to rise in the coming decade with Asian countries and especially China leading the way. The emerging economies around the world are supposed to contribute a major chunk of more than 70 % of the total global steel demand by the year 2020. While this trend in reversing in developed countries, which have reached a stage of saturation. Hence their share in the global steel demand is expected to be around 40%. India along with China are seen as the major contributing factors in the growth of construction business and consequently resulting in the rise of steel consumption and demand in the world..

IBMR International Business School, Bangalore (9)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

DOMESTIC STEEL SCENARIO Indian steel industry is passing through a period of boom since 2002 because of steady rise in steel prices caused by boom in construction business across the entire Asian region. India has also made a marked progress in increasing its’ share in world steel production of Improving its ranking among global steel producers, India has gained its place from 9th to 7th. The domestic sector is also reflecting a stable trend with the steel industry’s operating margins going up in the financial year 2007-08 as compared to that of year 2006-07. This upward trend was also visible in a double-digit growth in demand for flatted steel products which was 11 Million tonnes last year to that of 21 Million tonnes in 2007-08. Similarly, the consumption demand for elongated steel products is also expected to grow by 7.6 percent to 19 Million tonnes during 2007-08

BUSINESS MODEL Leaders create revolutionary concepts, articulate the concepts, passionately own the concepts and relentlessly drive them to completion. Kamdhenu Ispat Ltd. has been a pioneer in this revolutionary concept of Franchisee Model having attained success in the middle tier steel segment on a regional front. With exhaustive study of the market trends and categorising the steel manufacturing companies, Kamdhenu Ispat Ltd offers them an envelope; sealed with its brand name and assistance in technology, quality, consistency and marketing of Kamdhenu range of products. This mode of concept serves dual purpose- the franchisee units benefit a lot by availing Kamdhenu’s brand premium and strong marketing network, while

IBMR International Business School, Bangalore (10)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Kamdhenu Ispat Ltd. benefits from the royalty that gets from these franchisees for using its brand name. The model also gives a unique identity to the franchisee units and helps them in leveraging their level of operations and quality to sustain well amidst rising competition in the steel sector. And ultimately it also benefits the customer, who gains the most by getting top quality products at the most effective prices. The new Franchisee Model adopted by Kamdhenu Ispat Ltd. is really changing the way its’ partners do business regionally. The trusted name of Kamdhenu Ispat Ltd. is spelling a new tale of success by leveraging their facilities to perform on a far improved level and thus bringing in more productivity in their day-to-day operations. Benefits to Franchisee This alliance provides the franchisee units with Kamdhenu Ispat Ltd. expertise and experience for an efficient business. • A ready platform in the niche market giving a facelift to this unorganised sector/new enterprises. • Kamdhenu Ispat Ltd. brand leverage to the franchisee units is also immense. • It also gives them access to Kamdhenu Ispat Ltd. nationwide marketing network. • They can avail Kamdhenu Ispat Ltd quality assurance and technological expertise. • They also get assistance of Kamdhenu Ispat Ltd. centralised promotion support. •

Kamdhenu Ispat Ltd.wider presence helps them an easy & fast availability of bank funding.While the Franchisees gain a lot from the Franchisee Model, Kamdhenu Ispat Ltd. on the other hand also benefits in terms of increased brand presence, increased income earned from Loyalty and also a wider distribution network that eases stocking at regional centres. Advantage To Kamdhenu More franchisee units result in increasing of market share and improvement of brand equity without investing in manufacturing activity, for Kamdhenu Ispat Ltd. • The franchisee units also ensure quick delivery of products to the consumers. • Kamdhenu Ispat Ltd. is also benefited by efficient handling of large volumes, which ultimately adds to its’ bargaining power. •

IBMR International Business School, Bangalore (11)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Kamdhenu Ispat Ltd. has a better brand presence due to easy availability of product in all parts of the country. • Kamdhenu Ispat Ltd. profitability increases as revenues enhance from royalty earned from franchisee units. • Kamdhenu Ispat Ltd. also enjoys more savings on transportation costs and faster product delivery due to decentralised manufacturing network. •

•

The Stockyard Model The stockyard model adopted by Kamdhenu Ispat Ltd. is also a step towards achieving more de-centralization in its’ daily activities. By initiating direct marketing policy of setting up stockyards at various strategic locations, Kamdhenu Ispat Ltd. has led to easy availability of goods throughout the country. Efficient mobility of products between the production units and market is the prime motive of Kamdhenu behind setting up stock yards across the Entire country. Kamdhenu’s strategically placed stockyards help its’ corporate clients/institutions in improving their inventory control due to fast delivery at site in minimum time. Controlled by our centralized marketing mechanism, Kamdhenu’s stockyards have proved beneficial to its’ long list of corporate clients/institutions.

“Success is a constant journey… Every milestone leading to new accomplishments”… Every organization, which sets its eyes on growing big has to incessantly abide by a definite set of work-ethics to raise its’ credibility in the market. That's why, we at Kamdhenu also believe in living up to a set of conventions, and follow them conscientiously in each and every sphere of our activities. Honesty…in every transaction, in every promise. Transparency…in all policies across all concerned.

IBMR International Business School, Bangalore (12)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Commitment…to deliver all that we promised and all that is/was expected from us Quality Assurance… to all for maintaining the desired benchmarking levels at each step of production. Customer Satisfaction…to be of prime importance in all the activities and services related to sales, marketing and after sales. …At All Levels

AWARDS

NOV 27, 2005 AT FICCI AUDITORIUM NEW DELHI Kamdhenu Ispat limited was conferred on with the prestigious business sphere award for CORPORATE EXCELLENCE and other distinctive contribution to the business. Mr. Satish Agarwal CMD with Mr. Sunil Agarwal Director Kamdhenu Ispat Ltd accepted the award on behalf of the company from Mr. Mangat Ram Singhal minister of industries, labours & employment Delhi govt. The company was chosen for the award by reputed business magazine “business Sphere” recognizing the company’s competitiveness, strong market penetration and incorporation of state-of-the-art technology enhancing its products quality and manufacturing efficiency. APRIL 24, 2006 JAIPUR RAJASTHAN Mr. Sunil Agarwal Director Kamdhenu Ispat Ltd. Received BHARAT JYOTI AWARD for Excellent performance in Rajasthan. The award was given by Smt. Pritibha Patil Govt. of Rajasthan (Now Hon ‘able president of India). In addition to this Kamdhenu Ispat Ltd. received following awards for its excellent performance • • •

UDYOG PATRA UDYOG RATNA RAJAT JYOTI

IBMR International Business School, Bangalore (13)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi” •

UDYOG JYOTI PATRA

LEADERSHIP TEAM The people behind Kamdhenu’s success are individuals of great vision, integrity and professionalism, whose able guidance is escalating/elevating Kamdhenu to unparalleled heights of success and recognition. We are deeply honoured to have such able professionals in the helm of our affairs.

MR. SATISH KUMAR AGARWAL - CHAIRMAN & MANAGING DIRECTOR Mr. Satish Kumar Agarwal is the catalyst behind the success of Kamdhenu Ispat Ltd. in India's steel sector. As the Chairman & Managing Director, Mr. Agarwal has been the prime driving force behind a company, which took off with a humble beginning from a single TMT bar manufacturing unit at Bhiwadi, Rajasthan. A visionary, acclaimed in the industry for his razor sharp marketing acumen, Mr. Satish Agarwal has been no less than a torchbearer in the regional steel market. Making an inorganic growth, he has roped in a host of steel products manufacturing companies under Kamdhenu franchise and devised a concept of fast growth with least investment. A rich repository of experience encompassing over 35 years in the steel sector, Mr. Satish Agarwal is Gold Medallist in B.E. (Mech.) from Banaras Hindu University. He began his career in 1970 as a partner in Arya Krishi Yantra Udyog Shala, Muzaffarnagar (U.P.), a parental company manufacturing Sugar Machinery, Agricultural implements. In 1974, he joined M/s Muzaffarnagar Refractories Pvt. Ltd. as a Director Technical, responsible for the Production Marketing and Administration of the unit. Gaining the IBMR International Business School, Bangalore (14)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

hard core industrial expertise, Mr. Agarwal joined M/s Vikas Refractories Pvt. Ltd., Muzaffarnagar as Managing Director in 1986. Here took over the complete responsibility of the Production Marketing and Administration of the unit manufacturing quality refractory products and achieved high quality standard in refractory sector. The year 1994 proved to be a turning point, when Mr. Satish Agarwal, in association with his younger brothers floated Kamdhenu Ispat Limited for manufacture of TMT Bars and CTD Bars at Distt. Bhiwadi (Rajasthan). Since then, the company has moved forward creating its own benchmark of quality deliverance and cost effective products. His resilience and far sightedness has seen Kamdhenu Ispat Ltd. gaining a well deserved place among the largest manufacturers of International quality Steel bars in India with ISO-9002 Certification from 1996. Under his growth plans the company made a resounding entry in India's capital market with an IPO of 1.28 Lacs equity shares that registered an impressive over subscription by 5.5 times. The Kamdhenu shares have lived up to the expectations of the shareholders and its performance has been highly encouraging on both BSE and NSE bourses. After all the corporate achievements Mr. Satish Agarwal has been rooted to his ground and understands his corporate social responsibilities as well. Hence, he has been the initiator of various social development programs under which Kamdhenu provides education and health care for the under privileged children. Recently he has launched an India wide campaign - 'Green India' under which Kamdhenu's strong network of over 2500 dealers and distributors are inspired into planting at least 5 plants each in their respective areas of operation.

MR. SUNIL KUMAR AGARWAL - WHOLE TIME DIRECTOR Mr. Sunil Agarwal is among the founder members of Kamdhenu Ispat Ltd., who is taking the company to new heights of success and glory. Primarily a marketing person, Mr. Agarwal has been the force behind the strong and efficient Kamdhenu marketing network that spreads out across the country. Having done his B.E. (Chemical) from H.B.T.I., Kanpur, Mr. Sunil Agarwal kick started his career as a Director in M/s Bhagirathi Iron & Steel (P) Ltd., Muzaffurnagar, and since then he has never looked

IBMR International Business School, Bangalore (15)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

back. An entrepreneur to the core, Mr. Agarwal has gained a rich expertise in the production and commerce involving steel industry for over 25 years. Visualizing the company's growth through franchisee arrangement, Mr. Agarwal has been the brain behind strategizing the franchisee alliance with the competent companies in the regional steel market. Overseeing the company's Expansion Division, Mr. Sunil Agarwal has added valuable contribution by identifying companies and units involved in manufacture of CTD Bars and TMT Bars. Firming up the franchise models he has guided the company through impending challenges and capitalizing on the opportunities in the way. His high adaptability to the changing domestic scenario and sensitivity towards the market trends has enabled him to keep the company fiercely competitive in India's buoyant steel sector. Under him upgradation of the plants within units have taken place, making them viable for manufacturer of international quality steel products. With his keen understanding of the market dynamics, Mr. Sunil Agarwal has been charting the growth of the company within the Indian steel sector. He has been among the chief initiators behind Kamdhenu's foray into steel verticals such as structural steel and Wirebond. He has mobilized the performing steel products manufacturing units across the country into joining Kamdhenu and gain better market foothold in the steel sector.

MR. SAURABH AGARWAL - WHOLE TIME DIRECTOR Mr. Saurabh Agarwal is a young and dynamic entrepreneur who has imparted a youthful energy and vigour within the company. With his technical expertise and human resource management, he has been overseeing Kamdhenu's complete plant operations. Mr. Agarwal has been with Kamdhenu Ispat Ltd. since 1998. He joined the company as Technical executive after the completion of his B.E. (Mech.) from R.V. College of Engineering. A thorough performer, he has made rapid growth within the company reaching the post of Whole Time Director.

IBMR International Business School, Bangalore (16)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Enthusiastic and ever receptive to the changing corporate dynamics across the globe, Mr. Saurabh Agarwal has been dealing with multifarious aspects of Technology upgradation and bringing about international standards of quality of the steel industry to the company. Apart from overseeing the complete plant operations, Mr. Saurabh Agarwal has been responsible for the company's backward integration through the installation of induction furnace in the company's TMT manufacturing unit of Bhiwadi, Rajasthan. Adding to the economic viability of Kamdhenu's products, Mr. Agarwal has been monitoring the company's Research & Development (R&D) facility and enabling research and technological development. Due to his consistent efforts, today the company is discovering and using new process designs and enabling technology to design products and services as per consumer's needs. Among his latest endeavours, Mr. Agarwal has envisioned the soon to be manufactured steel products such as Galvanized and SS rebars. A troubleshooter within the company, Mr. Saurabh Agarwal is the monitoring eye over the well functioning and maximum output of all the production units. Other than his technical expertise, Mr. Agarwal has exhibited remarkable entrepreneurial skill, harnessing impressive results from the workforce. Ambitious and energetic, Mr. Saurabh Agarwal vows for growth with vision. Adding his dynamism to the company's top management, Mr. Agarwal believes in the flawless functioning of company's all manufacturing units. He ensures that all the quality parameters while productions are strictly adhered to without an iota of possibility of quality compromise.

MR. SACHIN AGARWAL - WHOLE TIME DIRECTOR Mr. Sachin Agarwal is a young and vibrant face of the company's management. With his youthful enthusiasm and energy, Mr. Agarwal is responsible for the technological advancement within the company's manufacturing units. A new appointee in the board of directors, Mr. Agarwal is an MBA in International Management from UK. He is also a BE in Industrial Engineering from R.V. College of Engineering.

IBMR International Business School, Bangalore (17)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

After completion of his MBA, Mr. Sachin Agarwal joined Kamdhenu Ispat Ltd. in 2002 as Technical Executive. Since then his prime responsibility has been the functioning of technical departments within the company. Updated with the latest on the technology front, Mr. Sachin Agarwal has been consistently bringing about technological innovation and upgradation within all the units of the company, thus enabling the manufacturing of cost-effective and quality products. Under his supervision Kamdhenu Ispat Ltd. penned a strategic agreement with Centre de Recherches Metallurgiques (CRM) in Belgium, leading to the adoption of world class 'Tempcore' technology in the company's manufacturing unit at Bhiwadi. He enabled the successful commissioning and installation of the technology within the manufacturing process of the unit. Today Kamdhenu Tempcore TMT bars are testimony to strength and globally compatible quality. Mr. Agarwal has also represented Kamdhenu at the CRM Belgium for the certification of Kamdhenu products. Also responsible for marketing of steel products manufactured by the company's own unit, Mr. Agarwal looks after Delhi, Haryana and Rajasthan covering a wide marketing network within these regions. He also makes valuable support to the marketing of products, manufactured by the various franchisee units of the company covering almost whole of India. Always seeking out new avenues for products outreach, Mr. Agarwal is involved in building up new marketing network in the company. Mr. Sachin Agarwal believes in speed and he ensures that jobs are done with speed without compromising on quality. He ensured a tough quality regimen within all the manufacturing units producing various infrastructural products. Under this mechanism all the manufacturing units including those under franchisee arrangement are being equipped with high-end quality monitoring mechanism committed to produce only the best products. With the advent of globalization, Mr. Agarwal understands the impending challenges in the India's growing steel turf. And hence, he is gearing ahead with the top in the line technological advancement in the factories of the company.

IBMR International Business School, Bangalore (18)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

MR. SURESH KUMAR SINGHAL - INDEPENDENT DIRECTOR Mr. Suresh Kumar Singhal is a Non Executive Independent Director of the Kamdhenu Ispat Ltd. since 5th December,2005. With over 25 years of expertise in dealing with various financial aspects such as taxation, company law and audit matters, Mr. Singhal has been contributing to the corporate health of Kamdhenu Ispat Ltd. A Chartered Accountant by profession, Mr. Singhal was a vice chairman of Moradabad branch of CIRC of ICAI in the year 2003-04. He has been exposed to multifaceted corporate and finance matters with a rich experience of audit of PSUs, LIC, Bank Audit, etc. His association with Kamdhenu Ispat Limited has been fruitful to the company's mission and vision. He has been contributing to the company's strategic decisions in the business growth and development.

MR. PURUSHOTTAM DAS AGARWAL - INDEPENDENT DIRECTOR Mr. Purshottam Das Agarwal is an independent director since 5th December, 2005. He has over 25 year experience of trading. He is also a director in Purshotam Industries Ltd.

MR. M.K. DOOGAR - INDEPENDENT DIRECTOR Mr. M.K.Doogar, a qualified Chartered Accountant and Senior Partner of Doogar & Associates, has more than 30 years of professional experience in the field of capital market and merchant banking. Doogar Associates achieved the 1st rank on

IBMR International Business School, Bangalore (19)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

All-India basis among the merchant bankers in the year 2006 and 2nd rank in 2007in respect of the number of takeover matters handled. Mr. Doogar is a sitting member of the Managing Committee of PHD Chamber and Co-Chairman of its Capital Market Committee. He is also a member of the Financial Market & Protection Committee of the Institute of Chartered Accountants of India. Having acquired wide experience and exposure in the field of corporate finance, statutory and internal audit of banks, PSUs and large industrial. undertakings in private sector, Mr. Doogar has written three books relating to capital issues and sick industries. He has addressed more than 200 press conferences and has also appeared on the television several times to discuss matters relating to capital market. His views have been published in leading newspapers and magazines. He is the President of Rajasthan Mitra Parishad and had organised a Distribution camp for Physically Challenged People with the help of Rajasthan Mitra Parishad under Jaipur Foot & Polio Calipers of Yoga Guru Baba Ramdev. He had traveled widely both in India and abroad. Mr. Doogar is a recipient of Udyog Ratan Award, Rotary Excellency Award and Best Capacity Study Group of Northern India Regional Council of the ICAI.

MR. PARVESH GOYAL - INDEPENDENT DIRECTOR Mr. Parvesh Goyal is a Non Executive Independent Director of Kamdhenu Ispat Ltd., since 27th July, 2007. With his rich experience of over 37 years in the industry, Mr. Goyal is also the Chairman & Managing Director of Nav Bharat International Ltd. Mr. Parvesh Goyal has been long associated with the international market overseeing the export of rice and various other products and commodities. With his multifold strategic business acumen and strong network within the corporates both domestic and international, Mr. Goyal has been visionary and a proven leader in Indian rice export segment. As a high caliber industrialist and entrepreneur, Mr. Goyal has expanded his business into Middle East countries, primarily Saudi Arabia, Kuwait, Bahrain & Oman, U.K, France, Italy, Germany, Denmark, Chezch Republic, Sweden etc. The association of Mr. Goyal with Kamdhenu is proving beneficial to the company as he is sharing his strategic industry knowledge and adding the company's futuristic moves into the international trade and commerce.

IBMR International Business School, Bangalore (20)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

MR. HARISH AGARWAL - CHIEF FINANCIAL OFFICER Mr. Harish Agarwal, a man with over 15 years of core expertise in the areas of Finance, Accounts and Commercial Functions, is the Chief Financial Officer (CFO) of Kamdhenu Ispat Limited. With his excellent analytical and management skills in corporate matters, Mr. Agarwal has been strategic corporate planner of the company and involved in diversification and restructuring of business profile. A qualified Chartered Accountant, Mr. Agarwal has enriched and multi-faceted functional experience in budgeting, fund management, finalisation of accounts & annual report, auditing, corporate tax planning, secretarial duties, MIS development and liaising with financial and regulatory authorities. In the realm of strategic corporate financial planning and budgetary control, he has been managing finance functions involving designing & implementing systems, policies & procedures to facilitate internal financial control in line with the corporate business goals.

CSR INITIATIVES Believe that life is a moral responsibility along with several other things, therefore we believe in giving back to the society. Since the community has given us so much including the recognition in the society, petronage and clientele to spread out our business to such great pinnacle, we at Kamdhenu Ispat Ltd are committed to our responsibility towards the society as a whole. We make sure that our thoughts are converted into actions to maintain the environmental sustainability for the generations to come. Taking special care to avoid

IBMR International Business School, Bangalore (21)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

any damage to the environment we ensure that steps are taken to avoid industrial discharge and unhealthy ways of residue or garbage disposal. Having weaved a campaign around this philosophy we have recently launched a ‘Green India’ drive under which our 2500 dealers and distributors will be motivated to plant at least 5 saplings each year and nurture them to complete growth. Apart from the environmental safety, another initiative ensuring basic education for the underprivileged children is called ‘Kamdhenu Jeevan Dhaara’. We also organize camps across the country on regular basis in association with other social organizations, motivational programs, special skills for the physically challenged are held.

BRAND AWARENESS

Kamdhenu Ispat Ltd. fully understands the importance of brand awareness and has a full chalked out policy on utilizing various media platforms to disseminate information about its products and services. Kamdhenu’s Central and Regional management network oversees need based information generation through advertisements and similar promotional campaigns. The mediums used for media promotions include all the conventional and unconventional Medias available today.

IBMR International Business School, Bangalore (22)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Electronic Media- Airing of Kamdhenu’s products & services ads, creatively produced through electronic channels. Also through internet and websites promotions e-mails etc. •

Print Media- Print ads disseminating information about our products and services across the nation through Magazines, Newspapers etc. •

Outdoor Media- Hoardings, Banners, Kiosks, Wall Paintings, Bus Shelters, Translights and other outdoor media. Brand Educational Activities: Dealers & Distributor Meets, Customer Meets, Seminars, Conferences, Workshops, etc. •

Products

RE-BARS PROFILE

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Kamdhenu Ispat Limited has quality and technology as prime growth parameters. • Along with high-end Franchisee production units Kamdhenu produces HSD Bars such as TMT and CTD. • Kamdhenu Ispat Ltd., Bhiwadi unit has state-of-the-art Tempcore Technology from CRM, Belgium to produce high quality Kamdhenu TMT bars. • With high ductility Kamdhenu TMT bars are best equipped to resist earthquakes of high impact. •

Kamdhenu brand HSD bars are being manufactured by most advanced German technology.

Kamdhenu Super Cement Kamdhenu Ispat limited is one of the India’s premier companies dealing in manufacturing marketing branding and distribution of Kamdhenu brand products, after marketing benchmarks in the steel Kamdhenu has initiated the same in the cement sector with the same zeal and credibility, the company has IBMR International Business School, Bangalore (24)

sector, too,

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

equipped cement plant, where cement of three types are manufactured that inherit high qualities, remarkable features and unmatched strength. Kamdhenu Super Cement is produced with international standard mechanisms, which tightly bond the chemical particles with each other. The best quality of lime stones are used for production of Supreme Grade of Kamdhenu Super Cement. Properties of various type of cement are governed by presence of calcium oxide, Alumina, Iron oxide, Silica in it. “Kamdhenu Super Cement” is a proper combination of all these materials. The two main kinds of raw materials required for the production of supreme Grade Kamdhenu Super Cement are ‘calcareous’ and ‘Argillaceous’, which are mixed and crushed to small pieces. Now this small are burnt at an extreme temperature of 1400° C to 1600° C.This yields a product called ‘Clinker’. Apart from this, the Alite and Bellite phases are developed and are later distributed ununiformly in to the clinker. This joint contribution confirms high strength of the cement. The proportion of clinker and its blend with other elements create the three kinds of cement: • • •

Ordinary Portland cement. Portland Pozzolana Cement. Portland Slag Cement.

Kamdhenu Ispat Ltd. manufactures structural steel under franchisee arrangement • The company has begun the production of a multitude of special contours such as angles, channels, beams and flats • The product has high strength, high ductility, superior bend-ability, weldability and straightness for better fabrication With lower sectional weight and higher strength technique, these products are highly cost-effective and save steel. •

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Advantage of Kamdhenu Structural Products

High Strength and High Ductility This combination results in adding safety of structure.

Superior Bendability, Weldability and Straightness The superior bendability, Weldability & Straightness of Kamdhenu structural product compared to others, the Kamdhenu structural product easy to fabricate with. Economic in Application Steel Saving due to lower sectional weight and higher strength technique, Adopted by Kamdhenu Engineers.

Kamdhenu Wire, the product manufactured with ultra modern technology and is approved by ISO 9001:2000. • Kamdhenu Wire is made of best quality raw material with international standards. • Kamdhenu Wire undergoes strict test in ultra modern laboratory before release to the market. • Kamdhenu Wire never splits while winding round the saria and saves cost and labour. • Kamdhenu Wire consists standard gauge and sizes. • Kamdhenu Wire has good finish, provides safety and is easy to wind.. • kamdhenu Wire keeps tightness with saria without getting lose. • Kamdhenu Wire is always packed in high standard safe mode, which maintains quality, over long period. • Kamdhenu Wire with the seal of ISO 9001:2000 over the bundles, is a guarantee for both quality and reliability. • Kamdhenu Wire means International quality & full satisfaction. •

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

BINDING WIRE PROFILE The company has embarked on a new vertical of steel products with Kamdhenu Wirebond. • These binding wires are designed to tie masonry walls to steel, concrete and masonry. • Kamdhenu Wirebond is being manufactured in its franchisee unit under strict quality parameters. • From here the company is catering to the demands for binding wires in the states of Chhattisgarh, Delhi, Karnataka and Andhra Pradesh and its surrounding areas. •

An everlasting determination ...A mission to follow Kamdhenu Group has always followed strong principles while endeavouring the best. Be it any aspect or sphere of Kamdhenu’s interest, it has believed in contemplative strategies and a wise working pattern. In this new field of Plywood also, Kamdhenu is firm on its policies of ‘No Compromise’ and ‘Maintenance of Premium Standards’. It is determined to cater to all kinds of Plywood requirements across the length and breadth of the country. Not only this, Kamdhenu Plywood is also confident that it would create more new products in near future. IBMR International Business School, Bangalore (27)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

New horizons ahead ...Envisioning the new Kamdhenu Group has high aspirations and possesses the potential to achieve them too. Both technically and administratively, the Group is self-sufficient and selfconfident to gain even more success. Kamdhenu Plywood works on the same lines and has the equal capacity to carve a niche for itself…and it will do it, definitely. Kamdhenu Plywood envisions remarkable growth and will surely prove its credentials.

There is no place in the world as sweet as our 'home'. Home is an extension to our personality, our alter ego, and a place, which opens the doors to the world outside. Home is also our dream venture. We dream of a home to be a world unto itself, carefully crafted to our tastes and sensibilities... close to nature and closer still to the civilization! It needs a painter's brush and an architect's acumen to weave such a dream for you. Diving into your psyche and coming out with the essence of your desires, Kamdhenu Homez has embarked on a journey which is dotted with your dreams conjured into reality - your own home. Kamdhenu has always believed in ‘Valuable Uprising’ and hence constantly upgrades its technologies for even better quality, and also ventures into new areas for more growth. After gaining unbeatable success in the Steel Industry, Kamdhenu stepped into Real Estate, as a progressive move. ‘Kamdhenu Homez’, as it is called, has two franchisee units, in Punjab and Jammu respectively with a capacity of 300 flats. Kamdhenu’s aspirations soar high! To begin with is the verdant locale amidst the nature's bounty, the first of Kamdhenu IBMR International Business School, Bangalore (28)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Homez' housing projects - Crescent-l, at Zirakpur in Punjab. In close proximity to the IT Park, with just 5 Kms from Chandigarh airport, Crescent-l spells sheer opulence and comfort. Come, live your dreams! Crescent - II, at Jammu.

With over a decade of experience in providing world-class construction solutions, Kamdhenu Ispat Ltd. Is a company with a progressive outlook and a futurist vision. Started as a single manufacturing unit, today the company has evolved into a production facility of 38 franchises producing a wide range of construction materials. The Kamdhenu brand has earned its name as a one stop construction solution provider, thereby enjoying and retaining an ever increasing and loyal customer base. DIVERSIFICATION The company believes in the policy of diversification as a prime mode of business expansion. Apart from being a prime manufacturer of steel products, today the company has diversified into the segment of plywood, wirebond, housing, UPVC doors & windows and paints. Further with a focus on materials being used in household and commercial complexes the company has entered in the segment of PVC pipes. PVP Pipes A recent boom in agricultural activities and the construction industry supplemented by an alarming in the construction of buildings, housing societies, commercial complexes and malls has increased the of raw materials. Realising this demand, Kamdhenu diversified its services in the segment of PVC Pipes IBMR International Business School, Bangalore (29)

growth demand has &

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Fittings, Casing Pipes, SWR Pipes, HDPE Pipes, ASTM Pipes and Sprinkler Systems. These international standard products are manufactured using state-of-theart techniques, maintaining high quality and maximum cost efficiency and are put through stringent tests at regular intervals for pressure, dimensional accuracy, feather smooth finish and other values. These PVC Pipes are a viable substitute to the conventional cast iron, asbestos and cement pipes. Today the Kamdhenu brand has a nationwide presence through more than 2500 wide dealers network.

Quality Standards as per IS 4985:2000 Parameters laid down by Bureau of Indian Standards for visual apperance (As a customer you must check these): ISI mark PVC pipe must be ONLY in LIGHT GREY Colour with smooth inner Rigid PVC Pipes HDPE Pipes and outer surfaces and visually sound. and Fittings • Effective length of pipe should be 6 mtr. The soceketed part must not be counted in length. • Pipe cutting should be without burr. •

Thickness can be verified by a ball point micrometer and O.D. by pie tape or O.D. Sprinkler System ASTM Pipes can be checked by customers by inserting the pipe in good quality Pipe fitting. Pipe must fit tight in the fitting to ensure leak proof joint with solvent cement. The wall of the pipe shall not transmit more than 0.2% of the visible light. ISI standard 4985 is silent about weight of pipe; Thickness of the pipe must be as per IS and following test are carried out before making ISI. Dimension Test, Reversion Test, Short Term and Long Term Hydrostatic Pressure Test, Impact Test, Ash Content Test, Specific Gravity Test, opacity and effect and on water.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Introduction With more than a decade of experience, Kamdhenu Ispat Ltd. is a company with a progressive outlook and vision. Approved by an ISO 9001:2000 ABN Quality Evaluation system, USA, the company has grown from a single manufacturing unit to a 38 franchisee providing a wide range of construction materials thereby enjoying an ever increasing customer base. Today the brand has a strong identity in the segments of TMT, structural steel, plywood, binding wire and housing projects. With a pan Indian presence and now in the neighbouring country of Nepal, the brand stands tall in the construction and infrastructural products sector, as a result of its uncompromising quality, loyal consumer base, robust supply chain, a solid marketing team and a dedicated network of over 2500 dealers and distributors. UPVC windows & doors To provide better home solutions, the company has now pioneered the development of modern age UPVC doors and windows by the name of Tuff Wind, specifically crafted for the Indian consumer. With the introduction of this technology, doors and windows are no longer hand crafted by carpenters but are scientifically produced in electronically controlled sophisticated manufacturing facilities. The most successful material for windows Unplasticised Polyvinyl Chloride (UPVC) is today largely used in construction of houses throughout the world. This material is mainly used for making windows. UPVC, within just a few decades has supplanted all conventional materials used for manufacturing windows, worldwide.Tuff Wind windows & doors manufactured with UPVC have excellent advantages over traditional Wooden and Aluminium windows & doors. Some of the major advantages of these UPVC are: it's long life, structural strength and resistant to the vagaries of environment and corrosion. Tuff Wind Windows and Doors require low maintenance. UPVC products combine the warmth of wood and the engineering flexibility of aluminium. Its locally relevant solutions have made it a favourite material of builders, architects and individuals.

IBMR International Business School, Bangalore (31)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Re defining colours Growing with its diversification mantra, Kamdhenu Ispat Ltd. has embarked into business vertical of Paints. In its efforts to become a one-stop construction materials provider company, Kamdhenu Ispat Ltd. has been aggressively exploring business potentials in different segments. With rising demands for products of superior quality, the company has specifically channeled its strength into the production of Kamdhenu Paints. Kamdhenu Ispat Ltd. is having its own modernized Paint manufacturing unit at Chopanki, Bhiwadi in Rajasthan. The company has fully geared up for his latest venture and has opened up marketing network across the country through channels of distributors & dealers. The company is manufacturing an entire Decorative & Designer Range of products i.e. Emulsions, Enamels, Distempers, Textured & Designer Finishes, Primers & ancillary products in this unit. The Company has targeted to reach out across the country with its wide range of paint products. To begin with, Company is aiming to reach the markets of Punjab, Chandigarh, Himachal Pradesh, J & K, Delhi, Haryana, Rajasthan, Madhya Pradesh, Uttar Pradesh and Uttarakhand in its first phase. For this the Company is utilizing its wide dealer and distributor network and has build up a new base of dealers & stockists. In order to further strengthen its marketing network, the company has a dedicated team of marketing professionals for the sales & marketing of Kamdhenu's range of products.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Dreamz Colour Plant & Machinery Latest paint machinery Ball Mill, Ball Mill Steer Tight, Steel Ball Mill, Tube Mill, Pug Mixture, HSD, TSD, Sand Mill, Heavy Duty Mixture etc. Highlights •

Modern R & D Laboratory.

•

Total ETP Plant (Environment Friendly).

•

Plant having high capacity to produce more than 150 KL/MT per day.

•

Equipped with latest Tinting System.

•

Automatic Packaging System.

•

Manufacturing World Class Architectural Coatings,

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Paint A liquid mixture, usually of a solid pigment in a liquid vehicle, used as a protective or decorative coating; (b) the thin dry film formed by such a mixture applied to a surface; (c) the solid pigment before it is mixed with a vehicle. Paint may be described as a liquid composition capable of being applied over a surface. The viscosity of this liquid composition is adjusted to ease application by airless spray, brush, roller, etc. During the curing or drying process, this film becomes an impermeable, strongly protective, decorative coating. Modern paints have evolved due to an increasing demand for higher performance coatings. These paints have highly complicated compositions including four main components: the binder, the pigment, the extender, and the solvent. Binders are the film-forming components of the paint in which the pigment and extenders are distributed. In most cases, binders produce the greatest volume of paint film and have the greatest influence on the paint characteristics (drying/curing, adhesion, hardness, strength, resistance to chemicals, etc.). Therefore, the type of binder is generally used to describe the generic type of paint. Pigments are the small particles of solid material distributed in the paint. Pigments can be divided into two groups: anticorrosive pigments, which prevent corrosion of metals by chemical and electo-chemical means, and coloring pigments, which give permanent color and hiding capacity. Extenders are natural or synthetic materials finely distributed in the paint. They can also be considered inert pigments. The particles have different sizes and shapes: nodular, lamellar, acicular, etc. Extenders have significant influence on the physical properties of the paint. These include the gloss, water & chemical resistance, mechanical strength and hardness, and film build of the paint.

Solvents are used principally to facilitate application. Active solvents dissolve the binder to make a solution suitable for various methods of application. Latent solvents make the coating easier to apply, control the evaporation rate, and improve the quality of the final film. Diluent solvents are used in limited quantities in conjunction with active solvents to reduce costs. Diluent solvents do not dissolve the binder.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Types of Paints Paints can be classified by generic types of binders, by function, or by drying/curing mechanism. Antifouling coatings are chosen for their ability to control marine growth and limit undue hull roughness. The effect of roughness is an increase in the resistance to movement, resulting in reduced speed and increased fuel consumption. The main cause of hull roughness is fouling (growth of marine plants and animals on the hull). Modern antifoulings fall into three main groups: soluble matrix, insoluble matrix and self-polishing. Soluble matrix antifouling have a natural rosin binder that slowly dissolves in seawater. When the coating is immersed in seawater, the biocide leaches out of the paint, but the release rate soon drops below that required to control fouling. As a result, effective protection lasts for a short time (12 months). Insoluble matrix antifouling have a binder that is insoluble in seawater. Since only biocides are released, the paint film is left as a porous skeleton. As the porous layer increases, the rate of biocide release decreases. Eventually no more biocides can be released and performance drops dramatically. Effective life of this type of antifouling is 24 months. Self-polishing antifouling are based on acrylic binders and fall into two categories: tin-free and tin-bearing. In contact with seawater, the binder hydrolyses or ablates and dissolves at an even, predictable rate. As the antifouling wears away or “polishes,” new biocide is continually exposed down to the last few microns of antifouling. The benefits provided by a self-polishing antifouling are increased service life (up to 60 months) and a very effective protection against fouling. The effective life span is directly proportional to the applied film thickness. Acrylic coatings are derived from an extensive family of polymers. Acrylics are single component paints that dry through solvent evaporation. They are not dependent on temperature and offer good adhesion to similar generic types such as vinyl. Designed for use on a wide variety of substrates, acrylics display excellent gloss and color retention. They are often used to modify other generic types to improve water and chemical resistance, flexibility, UV stability, gloss and color retention.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Alkyd coatings are a combination of natural oils and other chemicals. Alkyds are single component paints cured by oxidation. They are good general purpose coatings designed for a variety of applications above water. Alkyds are easy to apply and can be used for primers or topcoats. They offer good color and gloss retention, but only fair-to-poor chemical resistance. Alkyds are not suitable for application over alkaline surfaces. Epoxy coatings are synthetic resins designed to provide a predetermined polymer structure. Epoxies are two-component, chemically cured paints. Since epoxies are synthetic, they are developed and used for a great variety of purposes. They form hard, abrasion-resistant films with excellent water, chemical, alkali and solvent resistance and are used on a variety of substrates from general purpose primers to high performance tank linings. Epoxies have a tendency to chalk and fade in direct sunlight. Heat resistant silicone coatings are self-polymerizing resins. They are cured by heat. Silicones offer excellent high heat resistance and good weather resistance. They are less prone to oxidation, giving excellent resistance to UV and weathering. Solvent resistance is marginal but improves markedly after exposure to very high temperatures and the burn-off of organic materials. The expense of silicone limits its application, but it is often used to modify other generic types in order to increase heat resistance. Polyurethane coatings are formed by a reaction between hydroxy and isocyanate compounds. They are the newest and potentially the largest polymer family in the coatings industry. Polyurethanes are normally two-component, chemically cured paints, but are also available in single-component form. Available in a wide range of formulations, polyurethanes are tough and abrasion-resistant, provide excellent chemical and solvent resistance, weathering properties, and gloss retention. They withstand mild acids and alkali and work well in combination with epoxy primers. Vinyl coatings are film-forming polymers consisting of varying ratios of polyvinyl chloride, polyvinyl acetate and polyvinyl alcohol. Vinyls are single-component paints that dry through solvent evaporation. They provide excellent acid and alkali resistance. Vinyls require a high degree of surface preparation and offer limited resistance to oil and solvents. Low solids content and high V.O.C. are making this product obsolete in the United States. Zinc silicate coatings are inorganic coatings with high metallic zinc content for cathodic protection. Zinc silicates are two-component products chemically cured through water absorption. They may be solvent or water borne and require a high degree of surface preparation to work properly (intimate contact with steel is

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

necessary). Zinc silicates are extremely resistant to mechanical stress, heat and organic solvents. Zinc silicates should not be used in acidic environments without being top-coated. Because combinations of zinc and rainwater are alkaline, zinc silicates should not be used in conjunction with alkyds. Zinc silicates are often designed as shop primers.

Product Variants Primer is a preparatory coating put on materials before painting. Priming ensures better adhesion of paint to the surface, increases paint durability, and provides additional protection for the material being painted.

Emulsion paint is a water-based paint used for painting interior or exterior surfaces. Varnish and shellac provide a protective coating without changing the color. They are paints without pigment.

Wood stain is a type of paint that is very "thin," that is, low in viscosity, and formulated so that the pigment penetrates the surface rather than remaining in a film on top of the surface. Stain is predominantly Pigment or dye and solvent with little binder, designed primarily to add color without providing a surface coating.

Lacquer is usually a fast-drying solvent-based paint or varnish that produces an especially hard, durable finish. Enamel paint is a paint that dries to an especially hard, usually glossy, finish. Enamel paints contain either glass powder or tiny metal flake fragments instead of the color pigments found in standard oil-based paints. Enamel paint is also mixed with varnish to increase shine as well as assist its hardening process.

glaze is an additive used with paint to slow drying time and increase translucency, as in Faux Painting and Art Painting.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Roof coating is a fluid applied membrane which has elastic properties that allows it to stretch and return to their original shape without damage. It provides UV protection to polyurethane foam and is widely used as part of a roof restoration system.

Fingerpaint is a kind of paint intended to be applied with the fingers; it typically comes in pots and is used by small children, though it has very occasionally been used by adults either to teach art to children, or for their own independent use. Inks are similar to paints, except they are typically made using finely ground pigments or dyes, and are designed so as not to leave a thick film of binder.

Titanium dioxide is extensively used for both house paint and artist's paint, because it is permanent and has good covering power. Titanium Oxide pigment accounts for the largest use of the element. Titanium paint is an excellent reflector of infrared, and is extensively used in solar observatories where heat causes poor seeing conditions.

Anti-Graffiti Coatings are used to defeat the marking of surfaces by graffiti artists. There are two categories, sacrificial and non-bonding. Sacrificial coatings are clear coatings that allow the removal of graffiti, usually by pressure washing the surface with high-pressure water, removing the graffiti, and the coating (hence, sacrificed.) They must be re-applied afterward for continued protection. This is most commonly used on natural-looking masonry surfaces, such as statuary and marble walls, and on rougher surfaces that are difficult to clean. Nonbonding coatings are clear, high-performance coatings, usually catalyzed polyurethanes, that allow the graffiti very little to bond to. After the graffiti is discovered, it can be removed with the use of a solvent wash, without damaging the underlying substrate or protective coating. These work best when used on smoother surfaces, and especially over other painted surfaces, including murals.

Anti-climb paint is a non-drying paint that appears normal while still being extremely slippery. It is usually used on drainpipes and ledges to deter burglars and vandals from climbing them, and is found in many public places. When a

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

person attempts to climb objects coated with the paint, it rubs off onto the climber, as well as making it hard for them to climb.

Indian Paint Market The size of the paints market in India is estimated at Rs. 110 bn., with the contribution of the organised and unorganised segments in the ratio of 65:35. Reduction of excise duties over the last few years, from 40% to the present level of 14%, has helped create a level playing field between the unorganised and the organised segments, as the former is not subject to excise duty. As the unorganised sector loses its competitive edge, it is also losing market share to the organised sector players. In view of the low per capita annual consumption of paints in India (0.5 kg, compared to 4 kg in South East Asian countries, 22 kg in developed countries and a global average of 15 kg), the domestic paints industry has tremendous potential. The paints industry is working-capital intensive, rather than fixed-asset intensive. As in consumer non-durables, distribution strengths and brand building are of paramount importance. The Indian paint industry witnessed robust growth in turnover on the back of increased volumes during the festival season. Both decorative and industrial segments performed well during the quarter. Moreover, the margins received a boost with the domestic currency continuing to rise against the greenback, causing a substantial reduction in cost of imported inputs. This in turn induced some of the players in the industry to reduce the prices of select products to pass on the benefit to the customers. Further, players are going in for capacity expansions to reap the benefits of the rising demand for paints

Segments: On product lines, paints can be differentiated into Decorative or architectural paints and Industrial paints. While the former caters to the housing sector, the automotive segment is a major consumer of the latter. Decorative paints can further be classified into premium, medium and distemper segments. Premium decorative paints are acrylic emulsions used mostly in the metros. The medium range consists of enamels, popular in smaller cities and towns. Distempers are

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

economy products demanded in the suburban and rural markets. Nearly 20 per cent of all decorative paints sold in India are distempers and it is here that the unorganised sector has dominance. Industrial paints include powder coatings, high performance coating and automotive and marine paints. But two-thirds of the industrial paints produced in the country are automotive paints. Decorative and industrial paints are the segments within the sector, in a 70:30 proportion. Brand equity, a wide range of shades, distribution strength and efficient working capital management are key success factors in the decorative paints segment. A strong distribution network acts as an entry barrier. Within the decorative segment, enamel is the largest sub-segment, accounting for over 50%, followed by wall finishes, primers and wood finishes. The season for decorative paints is from October to March, a period characterised by festivals like Diwali, and the summer, when painting is normally carried out. The industrial segment pertains mainly to automobiles. In this segment, technological competence, product range and customised solutions are of utmost importance. Technological strength is another entry barrier. The slowdown in the automobile sector has affected the overall growth of the industrial segment, as the former contributes around 50% of the latter's revenues. Other sub-segments are marine paints, powder coatings for white goods like refrigerators and washing machines, and industrial coatings. Within the paints sector, the proportion of the industrial paints segment is likely to increase in the next few years and the ratio is likely to become 50:50. The demand for decorative paints is highly price-sensitive and also cyclical. Monsoon is a slack season while the peak business period is Diwali festival time, when most people repaint their houses. The industrial paints segment, on the other hand, is a high volume-low margin business. In the decorative segment, it is the distribution network that counts while in the industrial segment the deciding factor are technological superiority and tie-up with automobile manufacturers for assured business. The share of industrial paints in the total paint consumption of the nation is very low compared to global standards. It accounts for 30 per cent of the paint market with 70 per cent of paints sold in India for decorative purposes. In most developed countries, the ratio of decorative paints vis-Ã -vis industrial paints is around 50:50. But, with the decorative segment bottoming out, companies are increasingly focusing on industrial paints. The future for industrial paints is bright. In the next few years, its share would go up to 50 per cent, in line with the global trend. Decorative Sector Composition Enamels- 50% Distemper- 19% IBMR International Business School, Bangalore (40)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Emulsions- 17% Exterior Coatings- 12% Wood Finishes- 2%

Decorative Sector Features Enamels Steady growth. These are oil based paints which are widely used for painting on all surfaces including walls, wood and metals. They also find application in painting of hoardings and signboards and repainting of commercial vehicles. Emulsions Shift from distemper and enamels to emulsions. High growth area. These are premium quality oil based wall paints. Distempers High growth in low priced low quality distempers as consumers are upgrading from limewash. These are water based wall paints priced at a much lower range than the above two. Exteriors Exterior emulsion fastest growing segment in the Indian Paint market. Industrial Sector Composition Automotive Paints - 50% High Performance Coating - 30% Powder Coating - 10% Coil Coating - 5% Marine Paints - 5% Automotive Sector High growth sector with a number of new entrants like Mercedes Benz, Mitsubishi, Daewoo, Hyundai, Honda, Fiat, General Motors, Ford. However, recently there is some slackness in Auto demands. Two wheeler market booming due to demand from large Indian middle class. Goodlass and Asian Paints are the leading OEM players and ICI is the leading player in the replacement market Powder Coatings Increase growth due to increased sales of white goods and auto ancillaries. Berger and Goodlass lead in this solid powder coating segment used for decoration and protection of white goods, electronic equipment and auto components.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

High Performance Coatings Steady growth due to increase investments in refinery segment and power sectors, particularly Thermal and Nuclear. Coil Coatings: Solvent based paints for sheets and coils. ICI and Asian Paints lead this segment. Marine: Shalimar and Bombay Paints are the major players in these anti-corrosive, underwater paints used for ships and containers. Chemicals: These high performance paints are used in fertilisers, petrochemicals etc. for prevention of corrosion. APIL dominates the decorative segment with a 38 per cent market share. The company has more than 15,000 retail outlets and its brands Tractor, Apcolite, Utsav, Apex and Ace are entrenched in the market. GNPL, the number-two in the decorative segment, with a 14 per cent market share too, has now increased its distribution network to 10,700 outlets to compete with APIL effectively. Berger and ICI have 9 per cent and 8 per cent shares respectively in this segment followed by J&N and Shalimar with 1 and 6 per cent shares. GNPL dominates the industrial paints segment with 41 per cent market share. It has a lion's share of 70 per cent in the OEM passenger car segment, 40 per cent share of two wheeler OEM market and 20 per cent of commercial vehicle OEM market. It supplies 70 per cent of the paint requirement of Maruti, India's largest passenger car manufacturer, besides supplying to other customers like Telco, Toyota, Hindustan Motors, Hero Honda, TVS-Suzuki, Mahindra & Mahindra, Ashok Leyland, Ford India, PAL Peugeot and Bajaj Auto. GNPL also controls 20 per cent of the consumer durables segment with clients like Whirlpool and Godrej GE. The company is also venturing into new areas like painting of plastic, coil coatings and cans. APIL, the leader in decorative paints, ranks a poor second after Goodlass Nerolac in the industrial segment with a 15 per cent market share. But with its joint venture AsianPPG Industries, the company is aggressively targeting the automobile sector. It has now emerged as a 100 per cent OEM supplier to Daewoo, Hyundai, Ford and General Motors and is all set to ride on the automobile boom. Berger and ICI are the other players in the sector with 10 per cent and 9 per cent shares respectively. Shalimar too, has an 8 per cent share. Raw Material scenario: The paint industry is raw material-intensive, in terms of value and quantity of raw materials used. Raw material costs account for around 70% of total production costs. Imports constitute around 30% of the raw material requirements. The most critical raw materials used are titanium dioxide (TD) (rutile and anatase grades), phthalic anhydride (PAN) and pentaerithrithol (PENTA). Some other raw materials like castor oil, soyabean oil, linseed oil and mineral turpentine are also used. Increasing prices of IBMR International Business School, Bangalore (42)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

raw materials, on the one hand, and the inability to pass on the price increases from recession and competitive pressure, on the other, are major areas of concern. Of the 300 raw materials (30% petro-based derivatives), nearly half of them are imported petroleum products. Thus, any deficit in global oil reserves affects the bottomline of the players.

Paint Industry Product Industrial 30%

Sector Decorative 70%

Organized 65%

Coil Coatings

Enamels

Powder Coatings

Distempers

Automotive Paints

Emulsions

Marine Paints

Exterior Coatings

High Performance

Wood Finishes

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Unorganized 35%

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Delhi Paint Market 50 40 East

30

West

20

North South

10

Central

0 Asian

Berger

Shalimar

Decorative Segment

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Others

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Asian Nerolac Berger ICI Shalimar Dreamz Colour Others

31%

35%

1%

12%

3%

10%

8% Exterior Emulsion

6% 3%

6%

Asian Nerolac

11%

Berger ICI 52%

11% 11%

Shalimar Dreamz Colour Others

Interior Emulsion

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

8%

3%

9%

50%

12% 10%

8%

Asian Berger Nerolac ICI Shalimar Dreamz Colour Others

Interior Distemper

6%

6%

Asian

9% 44%

Berger Nerolac ICI Shalimar Dreamz Colur

11% 13%

11%

Enamel Solution

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Others

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

17%

Asian

5%

40%

Berger Nerolac ICI Shalimar Dreamz Colur

8% 10% 10%

10%

Primers

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Others

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

7%

5% 8%

25%

10% 15%

30%

SWOT ANALYSIS

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Asian Berger Nerolac ICI Shalimar Dreamz Colur Others

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

DREAMZ COLOUR had a low market share in the paint sector but as time is changing, more private and multinational companies entering the sector. Let’s see how paint junction stands in the present scenario

STRENGTH •

Brand image as a new entrants

•

Spreading in all over India

•

Dreamz Colour has Got 90 Cror.(Approx.) in only 1 year

WEAKNESS •

Low awareness of Dreamz Colour in Dealer & Customer

•

Requirement of High working capital

•

Only in Decorative Segment

OPORTUNITIES •

Moving

to

in BCG Matrix

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

•

Commodity to FMCG

•

Rising Turnover

THREATS Competitors like Shalimar’s Price is low than Dreamz Colour in current Scenario •

•

Globalisation

•

New Technologies

RECOMMENDATION: Since all consumers of served segment are not aware of KAMDHENU ISPAT LTD., so K.I.L. should take some major steps for their brand (DREAMZ COLOUR) promotion. Steps areIBMR International Business School, Bangalore (50)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Promotional Strategies The following promotional strategies for Paint manufacturers and exporters are recommended to penetrate the Indian market.

Appointing Direct sales Agents Appointing distributor or agent is one of the most important initial strategies to penetrate the Indian as well as (DELHI) market. Selection of distributors / agents in India could pose some problems. At first glance, agents may appear to have excellent customer contacts. However, these agents may have little motivation to develop new markets or new customers. The selected agents should have the business capacity, salesmanship, expertise, previous experience in the line.

Advertisements Advertisements in Delhi play an important role in creating awareness, disseminating information and market promotion. Using celebrities as brand ambassadors will go a long way in capturing the market. Advertisements in major state level newspapers like The Times of India, Radio and the local channels as well as selected magazines will create the desired awareness and popularity which will help to capture the serving market.

Participation in Trade Fairs One of the most effective trade promotion tools in India is participation in trade fairs, and this also goes a long way for manufacturers and exporters to understand Indian consumer’s views, tastes and preferences.

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Invitation to Visit Kamdhenu Paint Industry Information on Dreamz Colour can be disseminated through the local print and electronic media. Dissemination of this information will entice the target market to visit the Kamdhenu industry which will create an avenue for the buyers to be a loyal customer of Kamdhenu product.

OTHER RECOMMENDATIONS: • First and foremost the brand awareness must be improved so as to reach large pool of customers as there are still a large number of customers who are unaware of the benefits of the KAMDHENU PRODUCT. • The facilities provided in DREAMZ COLOUR should be increased to attract more customers. • Company needs to create a channel so that the customers can contact the company and visa versa for feedback of the customers. For this the company needs to contact these customers very often to know whether they are satisfied with the facilities provided or not.

BIBLIOGRAPHY Books •

SAGAR, R., “Paint Industry” (S.Chand & Co., Delhi, 1999)

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SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

•

Kotler, Philip, “Marketing Management” (Prentice Hall India, 2004)

•

Kothari, C.R., “Research Methodology: Methods & Techniques” (Vishwa Publication, Delhi, 1990)

Magazines and Journal • •

Outlook—Paint Industry Special, Jan 12, 2009 The Economic Times, July 15, 2008

Web sites • • •

www.kil.com www.colourdreamz.com www.toi.com

Kamdhenu Paint (Dreamz Colour) Survey Dil Ke Rang Deewaron Pe…. Date - ___________ Dealer’s Name - __________________________________ Address- ________________________________________ IBMR International Business School, Bangalore (53)

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

Phone No. - ______________________________________ Tick the Correct option Sr . No 1 2 3 4 5

Characteristic Dreamz Berger Asian ICI Nerolac Shalimar Johnson Colour Paint Paint & Nicholson Dealer of Lowest Price Good Service Good Quality Current Scheme Questions 1. Awareness of Dealer/Customer about Dreamz Colour? □ Very Good 2.

□ Good

□ Average

□ Not Aware

What is the customer Point of View for Kamdhenu (Dreamz Colour)?

a. Service

□ Best

□ Average

□ Good

□ Bad

b. Quality

□ Best

□ Average

□ Good

□ Bad

c. Range

□ Best

□ Average

□ Good

□ Bad

d.

Status Symbol

□ High

□ Middle

□ Lower

3.

Why Dealers/Customer should Purchase Dreamz Colour?

□ Best Quality

□ Best Service

□Best Price □ Best Range _______________________

□Status

□Economical

□Other -

4. Why Some Dealer/Customer Should Not Purchase Dreamz Colour? □ Bad Quality

□ Bad Service

□Better Substitutes □Smaller Range _______________________

□No Status □Other -

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□Expensive

SIP Report on “Sales & Marketing Of Dreamz Colours(Kamdhenu Paint) In Delhi”

5.

What is Dealers Expectation about Dreamz Colour?

□ Most saleable

□ Fair Saleable

□ Least Saleable

□ Can’t say

6. Closest Competitor to Dreamz Colour? ____________________________ 7.

Which is the Best For……?

Sr. Characteristic No 1 2 3 4 5

Dreamz Colour

Berger

Asian Paint

ICI

Nerolac

Shalimar Paint

Johnson & Nicholson

Exterior Emulsion Interior Emulsion Interior Distemper Enamel Solution Primers What is Monthly/ Annually turnover of Dreamz Colour? Monthly - ________________ Annually - ________________ Complaints For Dreamz Colour_____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ ___________________________________

Thanks for your cooperation and valuable time. (Signature & Stamp)

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