Browsing by Author "Bilal ahmed subhani"

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    Marketing audit of nippon paint
    (UMT. Lahore, 2018) Bilal ahmed subhani; Rana Faheem Akram; Muhammad Bilal
    This study is conducted to analyze and understand the Nippon Paints Limited business and marketing practices. There are two identified stages in order to achieve this objective those are data collection stage and the data analysis stage. The first stage of data collection includes the data collected from various sources regarding the company and its growth The analysis of closest competitors in the paint industry like ICI and Berger Paints, , the data about their origin and growth. Then second stage of data analysis involve the analysis of company through Financial statements . A survey of customer and dealer in Lahore is conducted to understand their decision making process in the analysis stage it is important to make clear understanding of the relevance and implications of the collected data and conclusions are drawn about the company’s business and marketing decisions. In the industry of Pakistan, there is organized sector & unorganized sector. There is approximately 460 paint producing companies which are unorganized & 28 organized. Industry in Pakistan is on the maturity stage where all the major competitors have dominated the industry. Most of the competitors are using Red Ocean strategy, which is ICI, Brighto & Berger and only one competitor is using Blue Ocean strategy which is Master paints. There are six success factors in the paint industry of Pakistan which are Paint Quality, Paint Price, Paint Availability, Promotional Coupons, Branding and Paint Coverage. Among all the competitors, ICI is dominating the whole industry because he is covering all the 6 CSFs of the industry. Nippon was far behind every company but since 2006, he has made its mark in the industry. Nippon is one of the multinationals in the organized sector & also the largest manufacturers of paint in the world but from the several years, Nippon has declined instead of boosting up on the top because he is not focusing on the CSF’s which are to be followed crucially. There are 2 major factors which are ignored by Nippon, Branding & Paint Availability. The company is aware of the fact that they are lagging behind in the 2 factors but still, they are ignoring the situation which is seriously damaging their repute in the market. They are not giving enough markup to its retailers as compare to the ICI & Brighto which is responsible for the drag. They should also become serious about the Availability issue because it cost the retailers repute. We have analyzed all aspects which are affecting the company with the help of many analytical tools i.e GE Matrix, SPACE Matrix, SWOT analysis etc.