Paint India contain a large amount of lead, mercury


Paint is defined as a coating material in liquid or
solid which when spread on to a surface dries to leave a decorative or
protective finish. Every paint manufacturing industry encounter challenges.

The first challenge that is faced in the regional
paint industry is import policies. Import policies play a very significant role
in determining the prices of paints. Approximately thirty percent of raw
materials is imported from foreign countries such as India, therefore any
change in import tax will have an impact on the cost of the product. In India,
based on statistics, raw materials is accounted for sixty nine percent of total

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The second challenge that is faced in the regional
paint industry is environmental conditions. Humidity and temperature are team
players in the paint industry. The Indian paint industry for example is one of
the most international players in the market that has substantially grown over
the last few years. Today India has more than 20,000 outlets in operation and
is booming in the field of infrastructure and industrial development. Therefore
the paint industry in India is important for GDP growth and revenue. The
majority of paints manufactured in India contain a large amount of lead,
mercury and chromium. These elements are very hazardous in nature and can pose
a threat to health of human beings which can also be another challenge in the
regional paint industry. Thousands of chemicals that are used to make paint
products are being exposed to paint industry workers which is toxic. In humid
countries where the drying time is a challenge companies invest in a humidity
test chamber which can be costly for the company to purchase. In some countries
where the temperature is below zero degrees, this becomes a great challenge in
using water borne paints as water is present when the paint freezes. However, this
completely damages the smooth finish of the surface.

An organization’s strategy that combines all of its
marketing goals into one comprehensive plan is defined as a marketing strategy.
A detailed marketing strategy should comprise of market research in order to
gain customer knowledge to focus on the right product mix to achieve profits in
the long run. Having a marketing strategy explains how an organization reaches
its overall objectives.     

The regional paint industry is hazardous and can be
toxic to employee’s health and safety and to the environment. As mentioned,
chemical substances such as: mercury, chromium and lead are found in paint
products in which are not environmentally friendly. In order to gain more
market share in the paint industry, companies can become environmentally
friendly in order to help protect the environment which can improve the image
of the company for social change. The benefits of “going green” in the paint
industry can attract new customers which can also gain market share and will
improve sustainability of the company and therefore have a greater chance of
long-term success. Companies that are “going green” are more profitable and conserve
the environment.

Another marketing strategy paint companies can use
to gain more market share is connecting and communicating with customers via
social media. Reaching out to existing customers and potentially new customers
is a powerful method of communicating to customers who might be searching for
the right products and services. Social media also increases brand awareness
and loyalty thus, building relationships with customers. Social media can also
have the advantage of finding out information from competitors and how
companies in the paint industry can improve its products and services suitable
to their customers.  

Another marketing strategy paint companies can use
to gain more market share is by differentiating their business. Differentiating
your business means being able to provide an innovative and creative idea which
customers are attracted to which then creates brand loyalty and builds
relationship with customers. By differentiating the business the market begins
to seek value that is different compared to its competitors.  

Another marketing strategy paint companies can adopt
in order to gain more market share is by improving its products and services to
customers. Companies can conduct surveys, questionnaires, interviews, surveys etc.
for feedback from their customers based on their products and services.
Companies that put their customers first can gain more market share in the
long-run. Gaining more market share increases sales, customer loyalty towards
the brand and therefore more profits.