SUMMER INTERNSHIP IN CONSUMER PREFERENCE

FROM RETAILER POINT OF VIEW KAMDHENU PAINTS

AT GURUGRAM(HR)

A Training Report
Submitted in partial fulfillment of the requirements for
the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

By

RAJEEV TIWARY
MBA/15014/23

DEPARTMENT OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY
MESRA, (PATNA CAMPUS)

2024
DECLARATION CERTIFICATE

This is to certify that the work presented in the project entitled “SUMMER
INTERNSHIP IN CONSUMER PREFERENCE FROM RETAILER
POINT OF VIEW KAMDHENU PAINTS” in partial fulfillment of the
requirement for the award of Degree of Master of Business Administration of
Birla Institute of Technology Mesra, Ranchi is an authentic work carried out
under my supervision and guidance.

To the best of my knowledge, the content of this project does not form a
basis for the award of any previous Degree to anyone else.

Date: Dr. Sweta

Department of Management
Birla Institute of Technology
Mesra, Patna off Campus, Ranchi

Head/Academic Coordinator
Department of Management
Birla Institute of Technology
Mesra, Patna off Campus, Ranchi

I
CERTIFICATE OF APPROVAL

The foregoing training report entitled “SUMMER INTERNSHIP IN

CONSUMER PREFERENCE FROM RETAILER POINT OF VIEW
KAMDHENU PAINTS”, is hereby approved as a creditable study of project
topic and has been presented in satisfactory manner to warrant its acceptance as
prerequisite to the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily

endorse any conclusion drawn or opinion expressed therein, but approve the
training report for the purpose for which it is submitted.

(Internal Examiner) (External Examiner)

II
ACKNOWLEDGMENTS

I would like to express my sincere gratitude to Mr.Lalan singh, Area Sales Manager, for his
guidance and support throughout my internship journey. I am also deeply thankful to my
Internship Guide, Dr.Sweta, for providing me with the opportunity and direction to undergo
internship training at Kamdhenu Paints.

A thanks to Dr.Sunil Kumar Pandey, the Head of Department, for offering me the chance
to gain hands-on experience and knowledge in the field of Academic Excellence . His
mentorship not only enhanced my understanding of Academic insights but also provided me
with insights into the broader aspects of personality development.

I would also like to extend my heartfelt appreciation to the department officials, colleagues,
and fellow interns at Kamdhenu Paints, whose assistance and cooperation contributed greatly
to my learning experience during this internship program. Their support played a crucial role
in making this journey both productive and memorable.

III
ABSTRACT

This internship project focuses on my experience at Kamdhenu Paints, a leading paint

company, where I worked in the Market Research department. The primary objective of my
internship was to gain market insights into paints sector, consumer survey, and the demands
of paints in the market. Over the course of the internship, I engaged in identifying potential
customer, and contributing to analysing the market trend. Additionally, I gained a
comprehensive understanding of how various departments: human resource, operations, and
finance operate.

Through hands-on tasks such as attending meetings with research team, conducting market
research, and contributing to the company’s research team, I developed key skills in market
research, client communication, and strategic business development. The internship provided
a holistic learning experience that not only deepened my understanding of the business
environment but also honed my ability to navigate challenges in a fast-paced creative
industry.

This report documents my key contributions, learning outcomes, and overall experience
during my internship, offering insights into the dynamic role of Market Research.

IV
NOMENCLATURE

 CEO (Chief Executive Officer)

 ASM (Area Sales Manager).

 SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)

 5Ps ( Products, Price, Promotion, Place, People)

 PLC (Product Life Cycle)

V
CONTENTS
Chapter No. Chapter Title Page No.

Chapter 1 Introduction 1.1 Introduction to the Company 7

1.1.1 Company History 8

1.1.2 Organization Chart 10

1.1.3 Product/ Service Offerings 11

1.1.4 Markets Served 13

1.2 Introduction to the Department 15

Chapter 2 Training 2.1 Training Objectives 16

2.2 Trainee’s Job Profile 18

2.3 Learning Outcomes 20

2.4 Trainee’s Contribution 22

Chapter 3 Business Analysis 3.1 External Environmental

Analysis

3.2 Internal Environmental

Analysis

3.3 SWOT Matrix

Chapter 4 Conclusions

Chapter 5 Suggestions 5.1 Suggestions to the Company

5.2 Suggestions to the Department

References

Annexure

VI
Chapter 1

INTRODUCTION

1.1 Introduction to the Company

Kamdhenu Paints. New color of the country
In 1995, a determined young visionary started a successful venture in India's steel industry by
establishing a single manufacturing unit for reinforcement steel bars in Bhiwadi, Rajasthan.
By putting in dedicated effort and coming up with creative ideas, Kamdhenu Group quickly
achieved a significant milestone, becoming a well-known name in the Indian steel industry.
Starting as a single manufacturing unit, Kamdhenu has now grown to more than 50 facilities
across the country, establishing itself as a top steel manufacturer, a success that is being
replicated in its growing paints division.

Established in 2008, Kamdhenu Paints plays a vital role in the successful conglomerate
Kamdhenu Limited. This division marking represents a major milestone in achieving the goal
of transforming Kamdhenu into a one-stop solution provider for infrastructure and
construction requirements. Taking inspiration from Kamdhenu's successful production
facility in Chopanki, Bhiwadi, Kamdhenu Paints utilizes state-of-the-art machinery for its
manufacturing operations. By utilizing automated systems and cutting-edge research and
development facilities, Kamdhenu guarantees that its products adhere to the utmost quality
criteria, thereby continually providing exceptional customer contentment in all its products.

Kamdhenu Paints provides a wide range of colors suitable for painting your house. No matter
the type of surface or location, we offer the perfect coloration options. Kamdhenu Paints, a
subsidiary of Kamdhenu Limited, is a significant contributor in offering a wide range of
designs, textures, and fashions, showcasing the rich variety of India. Kamdhenu Paints is now
part of this growing group, aiding the nation in fulfilling its "Colour Dreamz" under the
slogan "DESH KA NAYA RANG." The brand is continuously moving forward in its efforts
to make Kamdhenu a leading supplier of infrastructure solutions for India's vibrant
future.Loons is a solution-providing company operating in the creative and tech domains,
founded with the vision of offering comprehensive business solutions to small and medium-
scale enterprises.

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1.1.1 Company History

Kamdhenu Ltd. was formerly known as Kamdhenu Ispat Ltd. and is now the biggest producer
of high-quality Steel Bars in India. The Company produces Steel Bars in India. The business
is divided into three segments: Steels, Power, and Paints. It supplies top-notch construction
materials to real estate and infrastructure developers and individual home builders
nationwide. Product categories consist of TMT Bars, Structural Steel, Colour Coated Sheets,
and Decorative Paints. They utilize CRM Belgium technology to produce various products,
including CID bars, TMT bars, TMT-Gal bars, and Stainless steel within 18 seconds,
compared to 52 seconds for competitors. Their range of structural steel items comprises
angles, channels, flat bars, and beams. The company has become the inaugural recipient of
the esteemed ISO 9001:2000 certifications. Their production plant is situated in Bhiwadi,
Rajasthan. Kamdhenu Paints, a branch of the company operates a manufacturing facility in
Chopanki, Rajasthan. They produce and sell the paints with the brand name Colour Dreamz.
The Kamolite brand of Eco-Friendly paints was also introduced by them. The company is
producing a full line of decorative and designer products including emulsions, enamels,
distempers, textured finishes, primers, and ancillary items at their facility. Kamdhenu Ispat
Ltd, part of the Kamdhenu Group, was established as a public limited company on September
12, 1994. In 1995, the company made their initial foray into the Infrastructure & Construction
Sector by setting up a sole unit for manufacturing Reinforcement Steel Bars in Bhiwadi,
Rajasthan. Commercial production was started by them in October 1995. In 1995, the
company achieved certification under IS 1786-1985 accreditation. They were awarded ISO
9001:2000 for their quality management system in 1997. The Government of India also
honored the company with Udyog Ratan Award, Udyog Patra Award, and Rajat Jayanti
Udyog Jayanti Award. Production of TMT Bars began in 2004 by the company. In 2005, they
received approval to use the trademark "TEMPCORE" from Centre De Rechercher
Metallurgiques (CRM) in LIEGE, Belgium. In 2005-06, the company raised the production
capacity of CTD/TMT Bars by 18,000 MT to reach 54,000 MT. In April 2006, the company
made its debut in the stock market by launching its first IPO of 1,28,00,000 shares at Rs10
each, sold at Rs25 each (including a premium of Rs15) totaling Rs3200 lakh. They had their
stocks listed on both BSE and NSE. In the fiscal year 2006-07, the company raised the
production capacity of CTD/TMT Bars by 18,000 MT to a total of 72,000 MT. Kamdhenu
Paints, a division of Kamdhenu Ispat Ltd, set up a production facility in Chopanki, Rajasthan,
equipped with advanced technology and modern research and development amenities. The

8
Company ventured into the decorative paints industry in 2008. In the year 2009-10, the
company launched bottled water named Kamdhenu fresh. In 2013, the company introduced
the Eco-Friendly paint "Kamolite" as part of their ongoing commitment to provide high-
quality products to consumers. Additionally, they launched the Kamdhenu SS 10000 TMT
Bar, a premium product designed for areas prone to seismic activity, boasting double rib,
double strength, and double safety features. Kamdhenu Structural Steel was introduced in
2014. The company achieved the status of India's top TMT selling brand in the retail sector in
2015. In 2016, the Company rebranded as Kamdhenu Limited from Kamdhenu Ispat Limited
and shifted focus to branding and marketing. A new product was introduced with cutting-
edge features. Interlocking steel will be utilized for the upcoming generation in the market
during the Financial Year 2016-17. In the fiscal year 2019-20, the Company purchased all of
the equity shares of Kamdhenu Ventures Limited, turning it into a fully owned subsidiary. In
the 2020-21 fiscal year, Kamdhenu Jeevandhara Foundation became the Company's entirely
owned subsidiary. In meetings on 31st January and 18th March 2020, the Company's Board
of Directors and Shareholders approved a Scheme of Arrangement, including the Demerger
of the Paint business into a separate company with 1st April 2020 as the Appointed Date.

1.1.2 Organization Chart

9
Figure: 1.1

10
1.1.3 Product/Service Offerings

The Kamdhenu Group is most recognized for manufacturing a diverse range of products,
primarily for the manufacturing and construction sectors. Listed below are the main products
and services offered by Kamdhenu Group, focusing on their paint division, Kamdhenu Paints,
and other related offerings.
Kamdhenu Group Provides the Following Products and Services:
 Kamdhenu Paints offers a variety of decorative paints.
Emulsions are textured wall coatings available in various colors and finishes for use on both
indoor and outdoor walls.
Distempers are affordable paints suitable for indoor surfaces.
Enamels are tough, shiny coverings for wooden and metal surfaces.
Primers are products used for surface preparation to enhance the paint's durability and
adhesion.
 Paints for industrial use
Anti-corrosive paints are perfect for industrial purposes as they are designed to protect metal
surfaces from rust and corrosion.
Heat-resistant paints are specialized coatings designed for high-temperature environments
such as factories and power plants.
 Specialized products
Waterproofing products are designed to protect buildings from damage caused by moisture
and water infiltrating.
Texture Paints: Decorative coatings that provide walls with visually appealing textures.
Eco-friendly paints, which are low in VOCs and meet the increasing need for sustainable
products, are referred to as eco-friendly paints.

 Finishing techniques for wood surfaces

Wood Stains: Safeguard wood while showcasing its natural attractiveness.

Varnishes are clear layers that provide a shiny and protective finish to wooden surfaces.

Kamdhenu Steel TMT Bars are high-quality steel bars utilized for strengthening concrete in
building projects.

Wire Products: Various wire items designed for industrial and construction purposes.

11
 Kamdhenu Cement

Portland cement plays a crucial role in construction projects and has a wide range of
applications in building projects.

Pre-mixed concrete solutions for efficient construction processes.

Blocks and bricks: Different types of blocks and bricks available for building projects.

12
1.1.4 Markets Served

Kamdhenu Paints caters to a wide range of customers in India, including both urban and
rural areas. The company has created a strong distribution system with more than 4,000
dealers and distributors, guaranteeing that its products are accessible in big cities and
small towns alike. The main markets that Kamdhenu Paints serves can be categorized in
the following way:

 Housing Market
Kamdhenu Paints is well-established in the residential market, offering a diverse
selection of decorative paints for both indoor and outdoor applications. Homeowners,
contractors, and architects who value durability, aesthetics, and affordability tend to
favor the company’s products. Their products target both middle-income and premium
market segments, featuring designs that prioritize cost-efficiency and luxurious finishes.

 Market for business and manufacturing purposes

In addition to catering to the housing industry, Kamdhenu Paints also caters to
commercial and industrial sectors by offering unique coatings tailored for industrial use.
The company provides products specifically designed for factories, warehouses, and
commercial buildings, with a focus on industrial coatings, primers, and weather-
resistant solutions.

 Markets in rural and semi-urban areas

Kamdhenu Paints has a significant presence in rural and semi-urban areas, prioritizing
affordable quality paints. These markets are crucial for the company, as they help
expand its reach and market presence. Kamdhenu Paints meets the requirements of
customers who seek quality home improvement and protection products, even if they
have limited access to expensive brands, with its durable and affordable offerings.

13
 Corporate clients
Kamdhenu Paints also caters to institutional customers, such as government projects,
major infrastructure developments, and public sector undertakings. The company
produces products that are used in specific projects that need special coatings, like
government buildings, schools, hospitals, and big housing projects from both public and
private entities.

14
1.2 Introduction to the Department

While internship, I was part of the Sales and Marketing Department at Kamdhenu Paints,
contributing significantly to the company's business. The department is in charge of
advertising and selling the company's products in different markets, guaranteeing the brand's
competitiveness in the paint industry. It collaborates closely with production, research &
development, and customer service departments to guarantee that products meet customer
expectations and are effectively delivered to the right markets.
The Sales and Marketing Department's main roles consist of analyzing market trends,
customer habits, competition, and devising sales tactics. The department is split into two
primary divisions:
 Division of Sales

The sales team ensures Kamdhenu Paints' products are available at multiple sales locations in
India through direct interactions with distributors, retailers, and wholesalers. This team is
responsible for achieving regional sales goals, maintaining client relationships, and
overseeing important accounts such as major distributors and commercial purchasers. The
Area Sales Managers, such as Mr. Lalan Singh, manage regional teams and monitor sales
results to ensure they are in line with company goals. This division is primarily responsible
for predicting sales, coordinating promotional events, and executing sales strategies.

 Division of Marketing

The marketing department is in charge of establishing the brand and enhancing market
presence. This team carries out market research, designs advertising campaigns, and
formulates promotional strategies to increase product awareness and engage customers. The
marketing team's efforts in branding and customer communication help Kamdhenu Paints
remain competitive in urban and rural markets. The department also manages online
marketing strategies and partners with outside advertising firms to uphold a powerful brand
image

15
Chapter 2

TRAINING

2.1 Training Objectives

Improving abilities to attract and involve customer and dealer my communication and
interpersonal skills was a primary goal of the internship. Through engaging with paint shop
owners, dealers, and distributors, I gained knowledge on establishing and sustaining
connections, comprehending customer requirements, and managing their input. This
particular experience was essential for the development of effective customer engagement
abilities, which are crucial in all situations.
The main goal of my internship at Kamdhenu Paints as a Market Research Intern was to
acquire hands-on experience in comprehending market dynamics and consumer behavior in
the paint industry. The internship aimed to offer practical experience in market research,
gathering data, and analysis, while also assisting in the company's efforts to improve its
position in the paint market
.
The precise goals of the training were:
 Comprehending the Paint Sector and Market Forces
The internship sought to provide me with a thorough grasp of the workings of the paint
industry, encompassing market trends, customer preferences, and determinants of purchasing
choices. I was required to gain knowledge about the marketing, distribution, and sales of
products in the industry, as well as how Kamdhenu Paints differentiates itself from
competitors.
 How to Carry Out Successful Market Research
One of the main goals of my training was to acquire the skills needed for creating and
implementing market research projects. This involved surveying paint shop owners and
dealers, gathering both quantitative and qualitative data, and analyzing the data to uncover
valuable insights. Comprehending the methods of gathering data, such as structured
interviews and questionnaires, was a crucial aspect of this goal.

16
 Analyzing and Interpreting Data

My training included analyzing data collected from market surveys to recognize patterns and
trends in customer preferences and competitor performance. The goal was to comprehend the
transformation of data into usable business insights for shaping marketing strategies and
product development.

 Enhancing abilities to engage with customers and dealers.

One of the main goals of the internship was to improve my communication and interpersonal
skills. Through engaging with paint shop owners, dealers, and distributors, I acquired the
skills of establishing and sustaining connections, identifying customer requirements, and
managing their input. This particular experience was essential in the building of effective
customer engagement abilities, which are crucial in every marketing position.

 Contribution Towards Business Strategy.

I was required to give input from market research to help shape Kamdhenu Paints' business
strategy. The goal was to review the survey results and suggest changes to enhance the
company's sales, products, or marketing tactics
.
 Improving understanding of the product.
Another key goal was to acquire a comprehensive knowledge of Kamdhenu Paints' range of
products, encompassing their characteristics, advantages, and competitive edge. Having a
strong understanding of this product was necessary for having valuable conversations with
dealers and customers while conducting surveys, as well as for providing well-informed
recommendations from my research.

 Engagement in Sales and Marketing Procedures

The purpose of my internship was to provide me with a broad understanding of the operations
of the Sales and Marketing Department, which includes learning about sales campaign
planning and execution, incorporating customer feedback into marketing strategies, and
observing the sales team's activities in the field.

17
2.2 Trainee’s Job Profile

While working as a Market Research Intern at Kamdhenu Paints, my main responsibility

involved conducting market research and collecting valuable information from paint retailers,
dealers, and distributors. In my role, I was responsible for performing a range of duties
focused on analyzing market trends, customer preferences, and the competitive environment
within the paint sector. The following describes the duties and assignments I was in charge of
during the internship:
 Designing surveys for market research.
One of my main duties was helping with the creation and implementation of market research
surveys. With the help of my project supervisor, Dr. Sweta, I created a organized survey to
collect data from paint shops and dealers regarding their tastes, purchasing behaviors, and
views on Kamdhenu Paints' products in relation to rival brands. The purpose of this survey
was to pinpoint the main factors that impact the buying of paint and satisfaction with dealers.
 Performing Field Surveys
A large portion of my internship was spent doing fieldwork. I went to different regions to
personally survey paint shops, retailers, and dealers. This involved interacting with paint shop
proprietors, inquiring about survey-related topics, and gathering information on customer
actions, preferences, and feedback on products. These engagements provided me with direct
insight into the market dynamics and customer perceptions of Kamdhenu Paints and its rivals.
 Collection and handling of data
Collecting data from the field was part of my job, and I gathered both quantitative and
qualitative information. I sorted and supervised the information in a structured way with the
help of MS Excel. It was my duty to make sure the data was accurate and complete by
recording responses, categorizing information, and organizing a database for analysis.
 Analysis and interpretation of data.
Upon gathering data from the surveys, my subsequent responsibility was to conduct an
analysis to uncover valuable insights. I employed software such as MS Excel along with
statistical techniques to pinpoint trends, patterns, and relationships within the data. This
analysis assisted in grasping customer preferences, market trends, and the strengths and
weaknesses of Kamdhenu Paints in the market.

 Analysis of competitors

18
During the research phase, I carried out a competitor analysis to determine how Kamdhenu
Paints stacked up against competitors like Asian Paints, Berger Paints, and Nerolac in the
market. This included collecting input from dealers and customers on rival products and
pricing tactics, along with assessing Kamdhenu's market position in regards to product
quality, pricing, and distribution.

 Presenting and communicating research results.

One of the main duties of my position was to gather my research results and create reports for
presentation to my managers and the Area Sales Manager, Mr. Lalan Singh. I created
thorough reports containing data insights, market trends, and recommendations derived from
my research. The Sales and Marketing Department's strategies were informed by these
reports, assisting the company in pinpointing areas for improvement and growth
opportunities.
 Management of Customer and Dealer Relationships
I gathered feedback on Kamdhenu Paints' products and services by speaking with paint shop
owners and dealers. I also recognized their worries, likes, and ideas for enhancing. This
feedback was provided to the Sales and Marketing Department to improve customer and
dealer interaction initiatives.
 Helping the sales team.
Besides handling market research, I sometimes supported the sales team with their everyday
tasks. This involved assisting with customer follow-ups, participating in sales meetings
An essential aspect of my employment responsibilities was to acquire a thorough
comprehension of Kamdhenu Paints' range of products. I gained knowledge about the
technical details, characteristics, and advantages of different items, such as decorative paints,
primers, and industrial coatings. Having a good understanding of this product was crucial for
engaging with dealers and highlighting the benefits of Kamdhenu Paints compared to its
rivals.
 Adding to strategic understanding
Using information from market research, data analysis, and field observations, I offered
advice and strategic insights to the Sales and Marketing Department. These findings were
focused on bettering product placement, increasing customer happiness, and discovering
fresh market chances.

19
2.3 Learning Outcomes

While interning at Kamdhenu Paints as a Market Research Intern, I made various important
contributions that aided the company's marketing and sales strategies. These contributions
provided valuable insights for the Sales and Marketing Department on market conditions,
customer preferences, and competitor positioning. Listed below are the main ways in which I
contributed during my internship:
 Creating and Executing Market Research Surveys
I successfully designed and conducted market research surveys, making them one of my main
contributions. With supervision from my project mentor, Dr. Sweta, and the Area Sales
Manager, Mr. Lalan Singh, I created a structured survey to gather information from paint
retailers and dealers. This survey played a crucial role in collecting important information on
customer preferences, purchasing habits, and market trends, which could be utilized by the
company for strategic planning.
 Collecting important market information.
By conducting face-to-face surveys, I visited many paint shops and retail outlets during
extensive fieldwork with paint shop owners and dealers. This interactive method assisted me
in gathering thorough information on elements that impact purchasing choices, such as
quality of the product, pricing, loyalty to the brand, and satisfaction of customers. My
contributions helped grow the company's database of market information, leading to a better
understanding of local market trends.
 Analyzing competitors and determining market position
I performed a thorough assessment of Kamdhenu Paints' position in comparison to other
major competitors in the market, including Asian Paints, Berger Paints, and Nerolac, through
a detailed competitor analysis. I collected feedback from dealers and examined rival products
to give the Sales and Marketing Department an assessment of how Kamdhenu’s products
were viewed in terms of pricing, quality, and distribution. This evaluation aided the company
in gaining insight into its strengths and weaknesses in comparison to rivals, leading to
improvements in their market positioning approach.

 Identifying Satisfaction and Challenges Faced by Dealers

20
I collected firsthand feedback on Kamdhenu Paints' products, services, and overall business
relationship by speaking with paint dealers and shop owners. I pinpointed difficulties dealers
encountered, like slow product delivery, price competition, and product availability. This
feedback was shared with the management team, enabling them to tackle dealer concerns and
improve the company's dealer engagement initiatives.

 Sharing insights to help with product development.

I collected customer preferences on certain products, such as color options, product
longevity, and quality of finish, through market research. The data was important for
Kamdhenu Paints’ product development team, as it gave them understanding of customer
preferences and opportunities for innovation and enhancement of products. My study helped
improve product choices and match them with what the market wants.
 Giving strategic suggestions based on data analysis.
After analyzing the data I gathered, I gave practical suggestions to the Sales and Marketing
Department. These suggestions involved ways to increase Kamdhenu Paints' brand exposure,
boost dealer happiness, and gain a larger portion of the market. For instance, I recommended
implementing focused marketing strategies and reward systems to motivate dealers to boost
their sales of Kamdhenu Paints products. In addition, my observations aided the company in
recognizing potential growth possibilities in regions lacking adequate services.
 Improving Systems for Managing Data
Throughout my internship, I took on a crucial responsibility in arranging and overseeing the
data gathered from market research. With MS Excel, I made sure to accurately document,
organize, and store all the survey responses and field data for convenient access and analysis.
I produced precise summaries by generating comprehensive reports and visual aids, which
the management team utilized in making decisions.
 Assisting the Sales Team with Field Operations
Besides my duties in market research, I aided the sales team through involvement in field
tasks like following up with customers and attending sales meetings. This enabled me to
grasp the real-world obstacles encountered by the sales team, allowing me to offer ideas on
enhancing sales presentation skills and client engagement. I also helped in compiling sales
reports and simplifying the follow-up process with dealers.
 Encouraging customer-focused strategies.
I assisted in changing the company's strategy to be more customer-oriented by paying
attention to customer and dealer feedback. I supported focusing on customer issues like
product availability, pricing flexibility, and better communication with dealers, as it could
greatly enhance customer satisfaction and loyalty towards the brand. Maintaining a focus on
customer needs is crucial for sustainable business growth and ensuring dealer loyalty.
 Backing up efforts in online marketing.

21
I also helped enhance the company's digital marketing by giving suggestions on improving
the use of online platforms and social media to market Kamdhenu Paints' products. I
suggested tactics to involve customers via digital platforms and improve the company’s
online visibility, leading to increased reach and better customer interaction.

2.4 Trainee’s Contribution

During my time at Kamdhenu Paints as a Market Research Intern, I contributed valuable
practical experience in the paint industry that helped me improve my technical and
interpersonal abilities. The key takeaways from this experience are outlined below:
 Thorough Knowledge of Market Research
I provide a thorough comprehension of market research, including creating surveys, carrying
out fieldwork, and interpreting data. I acquired the human skills to collect valuable
information from different stakeholders such as paint shop owners and dealers, and transform
this data into actionable insights that can impact business strategies. This hands-on
experience allowed me to connect theory with practical use.

 Improved abilities in collecting and analyzing data

One major result of this internship was my improved capacity to gather, arrange, and evaluate
extensive quantities of data. By utilizing programs such as MS Excel, I improved my skills in
handling data sets, performing statistical analyses, and recognizing trends and patterns that
could guide business choices. My capacity to derive valuable conclusions from data has
greatly enhanced, a vital skill for a profession in business analytics and marketing.
 Enhanced Communication and Interpersonal Abilities
Interacting with paint shop owners, dealers, and customers enhanced my communication
skills significantly. I gained the skills of effectively involving stakeholders, asking
appropriate questions for information gathering, and building rapport with customers. These
exchanges taught me the significance of clear and concise communication in all types of
situations, particularly when dealing with customers.
 Understanding how customers and dealers behave.
My research findings have allowed me to gain a deep insight into the behaviors of customers
and dealers within the paint industry. I discovered the various elements that impact buying
choices, like the quality of the product, its price, brand devotion, and its availability. This
realization made me realize the significance of matching products and services with customer
needs and preferences, which is vital for establishing long-term relationships and increasing
brand loyalty.

22
 Learning about Sales and Marketing Tactics
I obtained direct knowledge about the sales and marketing operations at Kamdhenu Paints,
including the integration of market research in developing marketing strategies and sales
initiatives. I discovered the importance of customer feedback and market trends in shaping
product positioning, promotional strategies, and sales goals. This experience taught me the
significance of integrating market research with sales and marketing strategies in order to
boost business expansion.

 Comprehension of Competitive Analysis

My internship gave me the ability to perform a comprehensive analysis of competitors, an
important aspect of strategic planning in all businesses. By examining Kamdhenu Paints in
relation to Asian Paints and Berger Paints, I gained insight into assessing product positioning,
pricing tactics, and market dominance. This encounter enhanced my skill in evaluating a
company's strengths and weaknesses compared to its competitors, and creating plans to
enhance its competitive position.
 Implementation of abstract ideas in real-life scenarios.
Throughout my internship, I utilized various theoretical principles from my MBA studies,
focusing mainly on marketing research, business analytics, and consumer behavior. This
practical experience reinforced my comprehension of these ideas and showed how they can
be used effectively to address actual business challenges.
 Thinking critically and solving problems
The internship assisted in the enhancement of my problem-solving and critical thinking
abilities. My assignment was to tackle the actual issues Kamdhenu Paints is dealing with, like
figuring out the causes of specific market trends and suggesting ways to enhance customer
happiness. These duties demanded critical thinking, careful data analysis, and the
presentation of well-supported recommendations, skills crucial for making business
decisions.
 Working together and cooperating as a team
By collaborating closely with the Sales and Marketing Department, along with fellow interns
and supervisors, I improved my teamwork skills. I realized the significance of sharing
knowledge, synchronizing tasks, and making sure my work supported the overall objectives
of the department. This encounter has shown me the importance of being able to effectively
collaborate with others, a crucial ability in any job.
 Managing time and staying organized are important skills.
Juggling various tasks like surveys, data analysis, and report preparation aided in improving
my efficiency and organization abilities. I acquired the skills of task prioritization, meeting
deadlines, and managing fieldwork alongside data analysis and reporting. These abilities will
be extremely valuable as I advance in my educational and professional journey.
 Boosted self-assurance in professional environments

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Through engaging in meetings, sharing my research with supervisors, and participating in
team talks, I developed self-assurance in my capacity to convey information effectively and
showcase my work to others. This self-assurance will be crucial as I keep striving in my
business analytics and marketing career.

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