An Analytical Study of Sales and
Marketing Practices in the Decorative Paints Industry: A Case Study of Hakimi
Paints, Nagpur
Aryan Raut 1,
Dr. Bhojraj Shewale2
1MBA
2nd Year (Marketing and Sales) Amity Business School, Amity University Mumbai, Mumbai,
India
2Assistant
Professor, Amity Business School, Amity University Mumbai, Mumbai, India
ABSTRACT
This research
paper examines the sales and marketing operations of Hakimi Paints, a
long-established (since 1975) authorized dealer of Asian Paints operating in
Nagpur. Based on a 45-day internship, the study analyzes organizational
practices, customer interaction patterns, supply chain dynamics, and the
competitive landscape in the Indian decorative paints industry. The paper
presents insights on market behavior, product preferences, field
observations, and promotional effectiveness. Using primary data from
retailers, contractors, and customers, the study highlights the importance of
influencer engagement, premium product demand, and the rising use of targeted
promotions. Findings indicate that while Hakimi Paints has strong brand
linkage and market trust, challenges such as manual record keeping,
traditional marketing methods, and operational inefficiencies still persist.
The study concludes with recommendations on digitalization, customer
engagement, and field-force strengthening to enhance business performance.
With the
license CC-BY, authors retain the copyright, allowing anyone to download,
reuse, re-print, modify, distribute, and/or copy their contribution. The work
must be properly attributed to its author.
Keywords:Decorative Paints, Sales and Marketing, Asian
Paints, Customer Behaviour, Retail Distribution, Field
Sales, Marketing Campaigns, Industry Analysis, Product Preferences, Hakimi
Paints
1. INTRODUCTION
The Indian decorative paints sector is one of the
fastest-growing segments of the chemical and home improvement industry. Hakimi
Paints, established in 1975, serves as a major channel partner for Asian Paints
in Nagpur. The organization caters to residential as well as commercial
customers, offering interior and exterior emulsions, distempers, enamels,
primers, waterproofing solutions, and other accessories.
As an integral part of the decorative paints supply chain,
the firm connects the manufacturer with painters, contractors, builders, and
end users. With increasing competition from Berger, Nerolac,
and Dulux dealers in Nagpur, sales and marketing effectiveness is crucial for
sustaining customer loyalty and expanding market share.
This research study is based on practical insights
gathered during a 45-day internship at Hakimi Paints and aims to evaluate the
sales, marketing, and customer engagement mechanisms adopted by the firm.
2. OBJECTIVES
OF THE STUDY
Primary Objective
·To analyze sales and
marketing practices at Hakimi Paints and assess their effectiveness in the
competitive decorative paints market.
Secondary Objectives
·To study the product preferences and purchase
influencers in the paint industry.
·To understand customer behavior
and expectations regarding paints and related services.
·To evaluate the effectiveness of local
promotional campaigns.
·To identify operational challenges such as
record keeping, customer follow-up, and stock management.
·To recommend strategies for improving sales
efficiency and marketing performance.
3. LITERATURE
REVIEW
3.1. Indian
Decorative Paints Industry
The Indian decorative paints market is valued at
approximately ₹60,000–70,000 crore and is expected to grow at 10–14%
CAGR. The industry is segmented into interior emulsions, exterior emulsions,
wood/metal coatings, and waterproofing products.
3.2. Role of
Dealers
Dealers such as Hakimi Paints act as crucial
intermediaries. Literature shows that product availability, relationship
management, and technical advice offered by dealers significantly influence
painter and contractor behavior.
3.3. Consumer
Decision-Making in Paint Purchases
Multiple studies indicate that painters and contractors
often drive final purchase decisions for homeowners. Product quality,
durability, finish, and brand equity are major determinants of choice.
3.4. Marketing
Approaches in Paint Retailing
Paint retailing relies heavily on localized promotions,
influencer engagement programs, and experiential in-store displays. Targeted
campaigns are often found to deliver better results than general advertising.
3.5. Challenges
in the Industry
Common challenges faced by dealers include:
·High competition
·Dependence on principal company pricing
·Raw material price fluctuations
·Inventory and working capital management
4. HYPOTHESIS
H1:
Targeted local marketing campaigns and influencer
engagement significantly improve sales performance in the decorative paints
industry.
H0:
Targeted marketing campaigns and influencer engagement do
not significantly impact sales performance.
4.1. HYPOTHESIS
TESTING AND RESULTS
The findings from surveys, field observations, and
customer interactions support the hypothesis (H1). A majority of respondents
reported that targeted local promotions and influencer engagement
programs—especially those involving painters and contractors—led to higher
product inquiries and improved sales conversions. Data shows that painters
influenced more than 40% of customer purchase decisions, indicating that
structured engagement initiatives significantly impact overall sales
performance.
5. RESEARCH
METHODOLOGY
5.1. Research
Design
A descriptive research design was adopted to analyze company operations, customer preferences, and
promotional effectiveness.
5.2. Data
Collection Sources
Primary Data
·Field visits to contractors, painters, and
retailers
·Customer interactions in the showroom
·Survey results and questionnaires from market
participants
·Observational insights from internship
activities
Secondary Data
·Company documents and sales records
·Asian Paints product information
·Industry publications (IPA, CRISIL, CARE
Ratings)
·Relevant literature from academic and business
sources
5.3. Sampling
Method
A convenience sampling approach was used for collecting
survey responses from:
·30+ retailers
·50+ customers
·20+ painters/contractors
5.4. Tools
Used
·Charts and graphs for product preference
analysis
·Comparisons of promotional effectiveness
·SWOT frameworks
6. FINDINGS
AND DISCUSSION
6.1. Product
Preference Insights
Interior paints were the most preferred product category
(40%), followed by exterior paints and enamel. Waterproofing products were less
popular, showing an opportunity for awareness campaigns.
6.2. Purchase
Decision Influencers
Painters influenced 40% of final customer decisions,
significantly higher than dealers or contractors. This highlights the need for
strong engagement programs targeting painters.
6.3. Sales
Team Performance
70% of respondents rated the sales team as excellent or
good, indicating strong customer handling skills. However, a small percentage
expressed dissatisfaction, suggesting the need for service improvement.
6.4. Effectiveness
of Local Promotions
60% of respondents found local promotions effective.
Campaigns involving waterproofing awareness and direct contractor outreach
generated more qualified leads than pamphlet distribution.
6.5. Record-Keeping
Challenges
Challenges included:
·Time-consuming manual processes
·Missing information
·Incorrect entries
Lack of standardized formats
This indicates a need for digital record-keeping
solutions.
6.6. Intern’s
Key Contributions
·Conducted competitor analysis
·Designed and implemented feedback forms
·Tracked campaign performance
·Supported CRM and field visits
·Assisted in creating marketing content and
executing promotional activities
6.7. SWOT
Analysis
A detailed SWOT framework highlights:
·Strengths: Strong brand association
(Asian Paints), local goodwill, trained staff
·Weaknesses: Manual record keeping,
traditional marketing, limited differentiation
·Opportunities: Premium product demand,
digital marketing, home decor expansion
·Threats: High competition, price
sensitivity, online product availability
7. CONCLUSION
The research study concludes that Hakimi Paints has a
strong market presence supported by its association with Asian Paints. Customer
trust, product availability, and local reputation contribute significantly to
its steady business performance.
However, the findings reveal that customer decisions are
highly influenced by painters and contractors, emphasizing the need for
structured influencer engagement strategies. Local marketing campaigns were
found to be effective, but improvements are required in digital presence,
follow-up process, and operational efficiency.
The study supports the hypothesis (H1) that targeted local
marketing and influencer engagement positively impact sales performance. The
internship provided meaningful exposure to real-world sales and marketing
activities and enriched managerial understanding of the retail paint industry.
8. RECOMMENDATIONS
8.1. Digitalization
of Operations
·Introduce billing software, CRM tools, or
cloud-based spreadsheets
·Standardize formats for quotations, inquiries,
and follow-ups
AN ANALYTICAL STUDY OF SALES AND MARKETING PRACTICES IN THE DECORATIVE
PAINTS INDUSTRY: A CASE STUDY OF HAKIMI PAINTS, NAGPUR
An Analytical Study of Sales and
Marketing Practices in the Decorative Paints Industry: A Case Study of Hakimi
Paints, Nagpur
Aryan Raut 1,
Dr. Bhojraj Shewale2
1MBA
2nd Year (Marketing and Sales) Amity Business School, Amity University Mumbai, Mumbai,
India
2Assistant
Professor, Amity Business School, Amity University Mumbai, Mumbai, India
ABSTRACT
This research
paper examines the sales and marketing operations of Hakimi Paints, a
long-established (since 1975) authorized dealer of Asian Paints operating in
Nagpur. Based on a 45-day internship, the study analyzes organizational
practices, customer interaction patterns, supply chain dynamics, and the
competitive landscape in the Indian decorative paints industry. The paper
presents insights on market behavior, product preferences, field
observations, and promotional effectiveness. Using primary data from
retailers, contractors, and customers, the study highlights the importance of
influencer engagement, premium product demand, and the rising use of targeted
promotions. Findings indicate that while Hakimi Paints has strong brand
linkage and market trust, challenges such as manual record keeping,
traditional marketing methods, and operational inefficiencies still persist.
The study concludes with recommendations on digitalization, customer
engagement, and field-force strengthening to enhance business performance.
With the
license CC-BY, authors retain the copyright, allowing anyone to download,
reuse, re-print, modify, distribute, and/or copy their contribution. The work
must be properly attributed to its author.
Keywords:Decorative Paints, Sales and Marketing, Asian
Paints, Customer Behaviour, Retail Distribution, Field
Sales, Marketing Campaigns, Industry Analysis, Product Preferences, Hakimi
Paints
1. INTRODUCTION
The Indian decorative paints sector is one of the
fastest-growing segments of the chemical and home improvement industry. Hakimi
Paints, established in 1975, serves as a major channel partner for Asian Paints
in Nagpur. The organization caters to residential as well as commercial
customers, offering interior and exterior emulsions, distempers, enamels,
primers, waterproofing solutions, and other accessories.
As an integral part of the decorative paints supply chain,
the firm connects the manufacturer with painters, contractors, builders, and
end users. With increasing competition from Berger, Nerolac,
and Dulux dealers in Nagpur, sales and marketing effectiveness is crucial for
sustaining customer loyalty and expanding market share.
This research study is based on practical insights
gathered during a 45-day internship at Hakimi Paints and aims to evaluate the
sales, marketing, and customer engagement mechanisms adopted by the firm.
2. OBJECTIVES
OF THE STUDY
Primary Objective
·To analyze sales and
marketing practices at Hakimi Paints and assess their effectiveness in the
competitive decorative paints market.
Secondary Objectives
·To study the product preferences and purchase
influencers in the paint industry.
·To understand customer behavior
and expectations regarding paints and related services.
·To evaluate the effectiveness of local
promotional campaigns.
·To identify operational challenges such as
record keeping, customer follow-up, and stock management.
·To recommend strategies for improving sales
efficiency and marketing performance.
3. LITERATURE
REVIEW
3.1. Indian
Decorative Paints Industry
The Indian decorative paints market is valued at
approximately ₹60,000–70,000 crore and is expected to grow at 10–14%
CAGR. The industry is segmented into interior emulsions, exterior emulsions,
wood/metal coatings, and waterproofing products.
3.2. Role of
Dealers
Dealers such as Hakimi Paints act as crucial
intermediaries. Literature shows that product availability, relationship
management, and technical advice offered by dealers significantly influence
painter and contractor behavior.
3.3. Consumer
Decision-Making in Paint Purchases
Multiple studies indicate that painters and contractors
often drive final purchase decisions for homeowners. Product quality,
durability, finish, and brand equity are major determinants of choice.
3.4. Marketing
Approaches in Paint Retailing
Paint retailing relies heavily on localized promotions,
influencer engagement programs, and experiential in-store displays. Targeted
campaigns are often found to deliver better results than general advertising.
3.5. Challenges
in the Industry
Common challenges faced by dealers include:
·High competition
·Dependence on principal company pricing
·Raw material price fluctuations
·Inventory and working capital management
4. HYPOTHESIS
H1:
Targeted local marketing campaigns and influencer
engagement significantly improve sales performance in the decorative paints
industry.
H0:
Targeted marketing campaigns and influencer engagement do
not significantly impact sales performance.
4.1. HYPOTHESIS
TESTING AND RESULTS
The findings from surveys, field observations, and
customer interactions support the hypothesis (H1). A majority of respondents
reported that targeted local promotions and influencer engagement
programs—especially those involving painters and contractors—led to higher
product inquiries and improved sales conversions. Data shows that painters
influenced more than 40% of customer purchase decisions, indicating that
structured engagement initiatives significantly impact overall sales
performance.
5. RESEARCH
METHODOLOGY
5.1. Research
Design
A descriptive research design was adopted to analyze company operations, customer preferences, and
promotional effectiveness.
5.2. Data
Collection Sources
Primary Data
·Field visits to contractors, painters, and
retailers
·Customer interactions in the showroom
·Survey results and questionnaires from market
participants
·Observational insights from internship
activities
Secondary Data
·Company documents and sales records
·Asian Paints product information
·Industry publications (IPA, CRISIL, CARE
Ratings)
·Relevant literature from academic and business
sources
5.3. Sampling
Method
A convenience sampling approach was used for collecting
survey responses from:
·30+ retailers
·50+ customers
·20+ painters/contractors
5.4. Tools
Used
·Charts and graphs for product preference
analysis
·Comparisons of promotional effectiveness
·SWOT frameworks
6. FINDINGS
AND DISCUSSION
6.1. Product
Preference Insights
Interior paints were the most preferred product category
(40%), followed by exterior paints and enamel. Waterproofing products were less
popular, showing an opportunity for awareness campaigns.
6.2. Purchase
Decision Influencers
Painters influenced 40% of final customer decisions,
significantly higher than dealers or contractors. This highlights the need for
strong engagement programs targeting painters.
6.3. Sales
Team Performance
70% of respondents rated the sales team as excellent or
good, indicating strong customer handling skills. However, a small percentage
expressed dissatisfaction, suggesting the need for service improvement.
6.4. Effectiveness
of Local Promotions
60% of respondents found local promotions effective.
Campaigns involving waterproofing awareness and direct contractor outreach
generated more qualified leads than pamphlet distribution.
6.5. Record-Keeping
Challenges
Challenges included:
·Time-consuming manual processes
·Missing information
·Incorrect entries
Lack of standardized formats
This indicates a need for digital record-keeping
solutions.
6.6. Intern’s
Key Contributions
·Conducted competitor analysis
·Designed and implemented feedback forms
·Tracked campaign performance
·Supported CRM and field visits
·Assisted in creating marketing content and
executing promotional activities
6.7. SWOT
Analysis
A detailed SWOT framework highlights:
·Strengths: Strong brand association
(Asian Paints), local goodwill, trained staff
·Weaknesses: Manual record keeping,
traditional marketing, limited differentiation
·Opportunities: Premium product demand,
digital marketing, home decor expansion
·Threats: High competition, price
sensitivity, online product availability
7. CONCLUSION
The research study concludes that Hakimi Paints has a
strong market presence supported by its association with Asian Paints. Customer
trust, product availability, and local reputation contribute significantly to
its steady business performance.
However, the findings reveal that customer decisions are
highly influenced by painters and contractors, emphasizing the need for
structured influencer engagement strategies. Local marketing campaigns were
found to be effective, but improvements are required in digital presence,
follow-up process, and operational efficiency.
The study supports the hypothesis (H1) that targeted local
marketing and influencer engagement positively impact sales performance. The
internship provided meaningful exposure to real-world sales and marketing
activities and enriched managerial understanding of the retail paint industry.
8. RECOMMENDATIONS
8.1. Digitalization
of Operations
·Introduce billing software, CRM tools, or
cloud-based spreadsheets
·Standardize formats for quotations, inquiries,
and follow-ups
