Professional Documents
Culture Documents
PRESENTED BY:
LITERACY
Finition: over the age of 15 and can read and write.
S
A
L
E
S
60%
50%
10%
0%
1
ICI PAINTS 25%
BERGER 12%
MASTER PAINTS 3%
SILKY 1%
OTHERS 49%
MARKET TRENDS OF INDUSTRY
One of the greatest opportunities for paints producer is that now a day's people
are very much conscious about the quality of the paints. They are aware of the
fact that good quality paint is long lasting for their houses and businesses. Paints
producers are also investing heavy in advertisement. As a result customers are
getting aware of the importance of paint and their trends are moving from
traditional white wash (KALI) to quality paints products. As producer companies
of paints will more focus on the TQM, it will increase the demand of products.
There is also a great opportunity for paint industry; the housing rate in Pakistan
is flourishing very rapidly, especially after the Earth Quake in Pakistan. Paint
industry can target these customers.
The new government has increases the general sales tax from 15% to 16%. This
increase can hurt the growth of the paint industry. Recently this industry has
increase the 1% share but new government policies can again hurt this industry.
The increase in tax, energy crisis in Pakistan and high prices of the decorative
paint products are major hurdles in the growth of this industry. But there are still
chances to grow. There are almost54, 0000,000 potential customers in Pakistan.
There are huge opportunities for paint industry of Pakistan to export the paint
products to Middle East and Afghanistan. If government gives incentives to
paint industry in export, this can increase its growth; as a result Pakistan will
also generate the heavy revenues.
Recently new competitors are coming in this industry, which is the sign of the
growth of paint industry. According to industry analysts, this tough competition,
high promotion strategies and increasing trend toward paint industry are the
clear chances of the high growth in the paint industry
.
PEST ANALYSIS OF PAINT INDUSTRY OF PAKISTAN
ECONOMIC ANALYSIS
Economy has a critical role in fostering the success or creating problems for any
organization. Similarly in case of paints industry, this industry is facing
instability in the sales and growth from many years. Government has imposed
16% sales tax and heavy duties on imports of raw materials. Paints industry of
Pakistan import 75% of its raw materials so import duties have increased the
production cost thus decreasing the profit margin.
SOCIETAL ANALYSIS
In recent years paint industry has shown a lot of concern for society. Industry is
very conscious about environmental pollution which occurs because of the
production of paints. The industry has huge focus on the SH&E. The paint
producers are trying to produce those products which are free from the harm full
chemicals.
GEOGRAPHICALLY:
WORLD, REGION AND COUNTRY:
Asia, Pakistan
DENSITY:
Urban
DEMOGRAPHICALLY:
AGE:
25 and above
GENDER:
Male and Female
INCOME:
30,000 to onwards
OCCUPATION:
Businessmen, professionals, high ranking managers.
PSYCHO GRAPHICALLY:
SOCIAL CLASS:
Upper middles, Lower uppers and Upper Uppers
LIFESTYLE:
Achievers and strivers but not survivors
PERSONALITY:
Ambitious and Compulsive
BEHAVIORAL:
OCCASIONS:
Regular and special both
BENEFITS:
Quality
USER STATUS:
Potential users, Regular users, first time users
USAGE RATE:
Medium users, Heavy users
LOYALTY STATUS:
Medium, Strong
READINESS STAGE:
Desirous, Interested, Aware
MICROENVIRONMENT:
SUPPLIERS:
Main supply of raw material for the company comes from
foreign countries like Japan and Europe. Approximately 70% of total purchases
of raw material come from Japan and Europe and 30% supply provide from
local.
MARKETING INTERMEDIARIES:
Parget Paints give distributions only to its authorized
dealers and distributors.
CONSUMERS:
Households, Painters, interior designers, building
contractors are usually the consumers of Parget Paints.
BUSINESS CUSTOMERS:
Parget Paints is supplying paints to some business
customers like Pak Suzuki, Pak Hino, Descon, NLC , and KSB.
RESELLERS:
Parget Paints is not selling their paints through resellers
channel.
GOVERNMENT:
They have no specific or regular contracts with
government but it do execute it occasional order
received from Government for military and other Government institutions.
COMPETITORS:
Direct Competitors:
PUBLICS:
Financial Publics:
Media Publics:
MACRO ENVIRONMENT:
DEMOGRAPHIC:
If we see the demography of Parget Paints. Then this fact
come most of its customer’s are age of 35-40 years.
TECHNOLOGICAL ENVIRONMENT:
They have installed a plant in the company which purifies
all the harmful material from the disposal. Moreover they are also using the
latest technology for paint making. They are also using latest technology for
advertisement of their product.
NATURAL ENVIRONMENT:
Parget Paints are producing mercury free and lead free
paints which are environment friendly.
FACTORS AFFECTING CONSUMER BEHAVIOR:
There are certain external forces that affect consumer’s buying behavior.
These factors include cultural, social, personal and psychological. How these
factors affect buying behavior of consumer of Parget Paints are described below:
CULTURAL FACTORS:
Cultural factors also affect consumer’s behavior towards Parget Paints.
As Parget is suitable only for urban area because the culture of urban area is
advanced, and only high income people can afford it, whereas in rural areas,
people are either not aware of painting the walls and if they are aware, they
prefer to use whitewash.
SOCIAL FACTORS:
Social factors also affect the buying behavior of consumer of Parget
Paints. Social factors include groups, family, roles and status.
In groups, there are membership groups, reference groups and opinion
leaders. Relating this with Parget we can say that for the consumers of Parget
paints, the membership group is upper middle and elite class, and the reference
group of the customers relating to upper middle class is elite class, so Parget
should design its campaigns according to the reference groups of target market
.While talking about family, buying behavior for Parget paints mostly depends
upon the parents, as the males decide which company of paint they should take,
and females are usually involved in choosing among the wide range of colors.