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Want to paint your house – E – Painting! - Views on News from Equitymaster
 
 
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  • Jun 2, 2000

    Want to paint your house – E – Painting!

    Planning to paint your house, try E-Painting, the latest buzzword in the paint sectors. Asian Paints, Goodlass Nerolac, Berger have already designed their web site which is informative and enabled to sell paints to the end customer.

    All paint companies face one common constraint i.e. low customer involvement. But now as an extension of their distribution networks (apart from the customized computerized colour dispensers like the Colour World of Asian Paints, Colour Scape of Goodlass Nerolac and Colour Bank of Berger Paints), companies are setting up web sites, which enables them to sell paints through the Internet.

    Asian Paints, the market leader in the decorative paint segment, provides painting tips to the customers on painting. Asian Paints allows customers to send the picture of their house, which can be virtually, painted using various colour combinations and textures thus inducing the customer to buy.

    On the other hand, Goodlass Nerolac, as a part of the decorative business strategy, has a paint calculator, which enables customers to estimate the cost of painting and the total litres required after specifying the height, breadth and length of the room. Customers also have the option of selecting the types of paints required (whether wall, metal, wood) etc for their respective portion.

    With the information technology bill passed, customers can buy and sell products through the net. The Internet as a medium of distribution offers many advantages to these manufacturers. First, they would in one stroke increase their market reach, helping them establish a presence in markets where they have yet to ‘physically’ venture. Secondly, costs attached to selling paint over the Internet are likely to be lower as dealer margins are done away with.

    However such ventures hold little potential in the near term. This is mainly due to the low levels of Internet penetration in the country. Paint sales over the Internet are thus likely to be a very minute fraction of total sales in the next few years. But, these companies can exploit the B2B e-commerce opportunities that exist.

     

     

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