This document provides an overview of the Indian paint industry including:
- A brief history of the industry and major players.
- Key segments of the industry including decorative and industrial paints.
- Drivers of growth for the industry such as increasing incomes, urbanization, and rural penetration.
- Main concerns including raw material costs and competition from MNCs.
- Top brands in India including Kansai Nerolac, Berger Paints, and Asian Paints.
1. 1
A
Summer Training Report
On
“KNOWING THE STATUS OF BERGER PAINT AMONG PAINT
DEALERS”
Submitted To Uttarakhand Technical University In The
Partial Fulfillment of
“Master of Business Administration”
(Two Year’s Regular Degree Program)
BATCH- 2015-2017
Date: 10th
December, 2016
SUBMITTED BY:
VIKASH GUPTA
UNDER THE SUPERVISION:
MR. PUSPENDER SINGH
2. 2
ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support
from a large number of people to whom I shall always remain grateful.
I would like to record my gratitude to Berger Paint Company for allowing me to undertake
this project.
I take this opportunity to thank Mr. Vipul Agrawal (Depo Manager of Gurugram City) for
providing us an opportunity to work for Berger Paint Company.
I am also desirous of placing on record profound indebtedness to Mr. Puspender Singh
(Professor) of Quantum School of Business for the valuable advice, guidance, precious time
and support that he offered.
I would be failing in my duty if do not acknowledge the gratitude to Director of Quantum
School of Business, who motivated us a lot in carrying out this project.
Last but not least, I would also like to thank all the respondent for giving us their precious
time and relevant information and experience, as and when required without which this
project would not have been possible.
Vikash Kumar Gupta
Date:
3. 3
CERTIFICATE
This is to certify that summer project report titled “To know the status of Berger Paint
among paint dealers” has been accomplished by Vikash Kumar Gupta under my guidance
and supervision. This project is being submitted by him in the partial fulfillment of
requirement for award of the “Masters of Business Administration” From “Quantum
School of Business”
This work has not been submitted by him anywhere else for the award of any degree or
diploma. All sources of information and help have been duly mentioned and acknowledge
Berger Paint India Ltd.
Mr. Vipul Agrawal
(Area Sales Manager/Depo Manager)
Katana Complex, Khasra No. 10947/7283/2918/2 Daulatabad, Industrial Area, Gurgaon
(Haryana) - 122001
4. 4
Certificate
Quantum School of Business
Mandawar (22 K.M. Milestone), Roorkee – Deharadun Highway (NH 73), Roorkee, 247662
Contact No. – 01332-2781728, +91-9319909777
Approved by AICTE, Ministry of HRD, Government of India
This is to certify that Mr. Vikash Gupta is a student of MBA final year (3rd
Sem.) of
Quantum School of Business, Roorkee of batch 2015-2016. He has satisfactory completed
the training on the topic “Knowing the Status of Berger Paint Company among Paint
Dealers” in Gurugram City as per the rules and guidelines of Uttarakhand Technical
University, Deharadun (Uttarakhand) in the academic session 2015-2017.
(Signature) (Signature)
Project mentor Head of department
5. 5
Content
S.NO. Content Page No.
1 Executive Summary 6
2 Objective of the Study 7
3 Chapter 1 - Overview 8-34
4 Chapter 2 - About The Company & About the Topic 35-42
5 Chapter 3 – Research Methodology 43-46
6 Chapter 4 – Data Analysis & Findings 47-69
7 Chapter 5 – Recommendations 70-71
8 Chapter 6 – Conclusion 72-73
9 Chapter 7 – Limitation and Scope of the Study 74-75
10 Chapter 8 - Bibliography &Annexure 75-83
6. 6
Executive Summary
The purpose of this project titled “To know the status of Berger Paint among paint
dealers ” The first part of the study includes interviewing existing Dealer and taking some of
their personal details like Address, Phone No and Visiting card and also necessary
information like the sales fingers of the holding dealership
These data which has been collected through the Questionnaire and Interview has helped in
deriving many conclusions regarding the market share of each companies and also it helped
to find out the major brand of Paint Company its performance and dealers test and
preferences
It also helped to find out that which company product has in best quality and which
companies provide best quality of service as per the dealer’s point of view
A survey of the this topic may shows and help to know about the different brand of the paint
industries, its product and dealers thinking about the all product like interior, exterior,
enamels and wood coating.
My survey reports are helpful for Berger Paint Company in Gurugram region for removing
the weakness for becoming the major brand as whole
Berger paint can remove weakness with the improving service quality, improving the supply
system and with different promotional practices
Berger has vast distribution network. Promotion and sales of Berger paint mostly increase
during festive seasons. On the basis of survey the major section of the revenue of Berger
paints comes from Interior paints. Berger is engaging them in dealer satisfaction program by
offering many lucrative schemes to them. These schemes will definitely serve the company to
achieve its goal.
I was faced a lot of problem during my research work mostly at the time when I collect the
data for completion my research work
There were some respondent who don’t want to response while some respondent not response
properly
So that’s why I mention those data which is properly response by the respondent. So it was
very difficult for me remove that data
7. 7
Objective
To know the dealers view about the major paint companies
To know the major paint company in Gurugram city
To know about the service quality provide by the paint companies for dealers
To know the dealers satisfaction about the paint companies
To know the product quality provide by the companies
To know about the factor affect the sale of the companies
9. 9
Brief Description 1.1
The Indian paint industry is over 100 years old. Its beginning can be traced back to the setting
up of a factory by Shalimar Paints in Calcutta (now Kolkata) in 1902. Until World War II, the
industry consisted of small producers and two foreign companies. After the war, the imports
stopped, which led to the setting up of manufacturing facilities by local entrepreneurs. Still,
the foreign companies continued to dominate the market.
Initially British paint companies such as Good lass Walls (now Good lass Nerolac), ICI,
British Paints (now Berger Paints), Jenson & Nicholson and Blundell & Eomite dominated
the market. There are now twelve players in the organized sector of India's paint and coatings
market and over 2,000 in the unorganized sector. In 2003-04, the organized sector held 70%
share of the approximately $1.5 billion (Rs 6,800 crore) industry, while the balance was made
up of the unorganized units.
The major players are Asian Paints, Good lass Nerolac, Berger, ICI and Shalimar. Recently,
world leaders like Akzo Nobel, PPG, DuPont and BASF have set up base in India with
product ranges such as auto refinishes, powder coatings and industrial coatings.
Kansai Paints of Japan, which entered into collaboration with Good lass Nerolac in 1984, is
now the holding company for Good lass Nerolac with 64.52%equity holding. PPG has a joint
venture with Asian Paints to manufacture industrial coatings. Jenson & Nicholson and
Snowcem India are no longer active players because of dwindling sales in recent years.
The Indian paint industry has two main market segments-industrial and decorative paints.
While industrial paints are used for protection against corrosion and rust on steel structures,
vehicles, white goods and appliances, decorative paints are used in protecting valuable assets
like buildings.
The Indian decorative business has a share of approximately 77% in total sales. In foreign
countries 50-70% of the business is from the industrial segment.
The paint industry volume in India has been growing at 15% per annum for quite some years
now. As far as the future growth prospects are concerned the industry is expected to grow at
12- 13% annually over the next five years. FY11 was challenging year for industry as a
whole due to subdued demand across key sector and rising inflation.
Presently, the growth of the Indian paint industry is being witnessed from new demand
pockets, especially in Tier-II and Tier-III cities, thus, signaling the growing acceptance of
quality products among the masses. The growing popularity of quality paints and increasing
income levels of people residing in Tier-II and Tier-III cities have pushed the growth in
premium paint market of Indian decorative paint industry.
10. 10
The report further classifies decorative paint market by product class which includes
premium paints, mid-tier paints and economy paints. It provides market forecast till 2014-15
of each of this segment.
As with other fields, some challenges also exists in this promising sector that can affect the
growth trajectory of the paint industry, if not handled accordingly. For instance, the industry
is highly raw material-intensive and any fluctuation in the availability of raw material leads to
substantial price fluctuation in paint production costs. Thus comprehensive analysis of raw
material paint market is also included in the report mainly focusing on its major segments
such as pigments, solvents, binders and additives. Our team provides the overall raw material
paint market as well as its segments market forecast till 2014-15.
Further, our report provides extensive information on the emerging market trends and drivers
along with regulatory initiatives, which are collectively uplifting the industry outlook of
India. It also provides insights on paint export and import market, along with a brief overview
of the prominent industry players to provide a balanced research outlook of the industry. The
research also foresees immense opportunities for various domestic and international players
in this segment. Overall, our report presents a comprehensive and complete analysis of the
Indian paint industry, which will prove decisive for intending clients.
11. 11
Indian Paint Industry 1.2
INDIAN PAINT
INDUSTRY
DECORATIVE
SEGMENT
(70%)
PREMIUM
RANGE (HIGH
END
ACRELYC
EMULSION
METROS AND
LARGE CITIES
MEDIUM
RANGE
(ENAMEL
PAINTS)
SMALL CITIES
DISTEMPER
RANGE (LOW
END PAINTS)
SUB URBAN
AND RURAL
AREA
INDUSTRIAL
SEGMENT
(30%)
AUTOMOTIVE
SECTOR
(2/3rd SHARE)
CONSUMER
DURABLES
MARINE
PAINTS
OTHERS
OEMs
12. 12
Drivers to the growth of the Paint Industry1.3
Increasing level of income and education: - The proportion of young population
along with increasing disposable income is leading to a change in consumer habits.
The Indian economy is shifting from a saving economy to a spending economy. With
more income at their disposal, people are now ready to pay for better products and
paints are no exception.
Increasing Urbanization: - Urbanization is leading to a shift from temporary house
to permanent houses. Urban houses are well- designed in its interior as well as
exterior aspect. This calls for more houses being painted using medium and premium
paints. For urban house interior design is becoming a fashion statement and a lot of
paint is used to decorate the interiors. Urbanization also brings more nuclear families.
More nuclear families mean more number of house even for the existing population
the further driving the demand.
Increasing share of organized sector: - Decrease in taxes on key raw materials will
improve the position of the organized players. The organized sector is expanding its
distribution network and adopting the installation timing machine at retail outlet. The
unorganized player are not in position to offer such facility as its comparatively
capital intensive. Shift in use from distemper segment toward premier segment is also
shifting market share from the unorganized sector to the organized sector.
Increasing Penetration in the Rural Market: - Paints usage in rural area is
generally in the distemper segment, hence dominated by the unorganized player.
Demand in rural areas is dependent on agricultural, which is dependent on the
monsoon. With the development of irrigation facility, the dependence of agriculture
output on monsoon will be on decreasing trend Also, with modernization of
agriculture and accompanying development of rural India consumer preference are
expected to improve. These factor supported by increasing penetration of the paint
companies will help drive the demand for paints.
13. 13
Main Concerns of the paint industry 1.4
Cost of Raw material: - The cost of raw material is an important factor as the
industry is raw material intensive. Fluctuation in the prices of Titanium dioxide and
Petroleum directly affect the production cost. This is more of a concern for the
industrial segment as compared to the Decorative Segment, as it is comparatively
easier to pass on the costs in case of decorative paints. Also, a large portion of raw
material is imported, leaving the costs factor vulnerable to exchange rate fluctuation.
MNCs Entering the Indian paint industry: - The entry of established foreign player
in the Indian market may increase the competition among the player of the industry.
This may lead to price competition which may impact the profit margin of the
companies. As a result, the increase in volume growth may not equally reflect in the
profit growth for the companies.
14. 14
Top Paints Brand in India 1.5
Kansai Nerolac Paints:- Kansai Nerolac paints (formerly known as Good lass
Nerolac Paints Ltd) is the largest industrial paint and third largest decorative paint
company of India based in Mumbai. It is a subsidiary of Kansai Paint of Japan.
It is engaged in the industrial, automotive and powder coating business. It develops
and supplies paint systems used on the finishing lines of electrical components, cycle
material handling equipment, bus bodies, containers and furniture industries.
Kansai Nerolac Paints has 5 paint manufacturing plants and about 6–7 contract
manufacturers. The Nerolac owned plants are at:
1. Jainpur (Uttar Pradesh)
2. Bawal (Haryana)
3. Lote, Chiplun (Maharashtra)
4. Hosur (Tamil Nadu)
Kansai Nerolac Paints Ltd. has entered into much technical collaboration with other industry
leaders such as E.I. Du-products.
The Mumbai-based company is the leader in the industrial paints segment with a market
share of over 40%.It is the third-largest player in the decorative paints segment with a
modest market share of 13%. Nearly 75% of the Indian paints industry consists of the
decorative segment
Kansai Nerolac Paint’s key products and brands include the following:
Decorative Paints: Interior wall paints, Exterior wall paints, Wood surface paints and
Metals surface paints.
Automotive Coatings: Pre-Treatment Chemicals, Electrodepositing. Intermediate
Coats/Primer Surfaces, Topcoats, Clear Coats, Touch Up Paints, Auto Refinishing
Products, Heat Resistant Paints, and Underbody Paints & PVC Sealants & Regards
Transit Protection Films.
Berger Paints India Ltd: - Berger Paints is the second largest Paint company
in India and a market leader in Industrial Paint for the past 45 years with a consistent
track record of being one of the fastest growing paint companies, quarter on quarter,
for the past few years. Headquartered at Kolkata has 10 manufacturing units and over
15. 15
110 stock points. The company also has an international presence in 4 countries –
Russia, Poland, Nepal and Bangladesh. With employee strength of over 2,800 and a
countrywide distribution network of 25,000+ dealers, Berger is established in the
sector with a varied portfolio of paints and tailor-made customer services.
In 1770, Louis Steigen Berger moved from Frankfurt to London to sell a Prussian blue color,
which was made using his own formula. He then changed his name to Lewis Berger and by
1870 Berger Paints was selling 19 different pigments, including black lead, sulphur, sealing
wax and mustard. After the demise of Lewis Berger his sons took over the business. Sherwin-
Williams, an American company bought control of the company in the 1900s. By the 1940s
Mr. Hadfield set up Hadfield's (India) Ltd., a small paint company in Kolkata on 17
December 1923. Towards the end of 1947, British Paints acquired Hadfield's (India) Ltd and
thus British Paints (India) Ltd was incorporated in the State of West Bengal.
In 1991 UB group sold the company to Kuldip Singh Dhingra(Chairman) and Gurbachan
Singh Dhingra (Vice Chairman) Mr. Subir Bose took over as Managing Director on 1 July,
1994. Mr Bose retired on 30 June, 2012, handing over the reign of the company to Mr.
Abhijit Roy, who is the current Managing Director and Chief Executive Officer.
Asian Paint:- Asian Paints is India’s leading paint company and Asia’s second
largest paint company, with a group turnover of Rs 155.34 billion. The group has an
enviable reputation in the corporate world for professionalism, fast track growth, and
building shareholder equity. Asian Paints operates in 19 countries and has 26 paint
manufacturing facilities in the world servicing consumers in over 65 countries.
Besides Asian Paints, the group operates around the world through its subsidiaries
Berger International Limited, Apco Coatings, SCIB Paints, Taubmans and Kadisco.
Asian Paints was included in Forbes Asia’s ‘Fab 50’ list of Companies in Asia Pacific in
2011, 2012, 2013 and 2014. Forbes Global magazine USA ranked Asian Paints among the
‘200 Best Small Companies in the World’ for 2002 and 2003 and presented the 'Best under a
Billion' award, to the company. Asian Paints is the only paint company in the world to
receive this recognition.
The company has come a long way since its small beginning in 1942. Four friends who were
willing to take on the world’s biggest, most famous paint companies operating in India at that
time set it up as a partnership firm. Over the course of 25 years, Asian Paints became a
corporate force and India's leading paints company. Driven by its strong consumer-focus and
innovative spirit, the company has been the market leader in paints since 1967. Today it is
16. 16
double the size of any other paint company in India and manufactures wide range of paints
for Decorative and Industrial use.
In Decorative paints, Asian Paints is present in all the four segments v.i.z Interior Wall
Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It also introduced many
innovative concepts in the Indian paint industry like Color Worlds (Dealer Tinting Systems),
Home Solutions (painting solutions Service), Kids World (painting solutions for kid’s room),
Color Next (Prediction of Color Trends through in-depth research), and Royale Play Special
Effect Paints, just to name a few. It has also introduced ‘wall coverings’ under its portfolio.
Asian Paints has always been ahead when it comes to providing consumer experience. It has
set up Signature Stores in Mumbai, Delhi and Kolkata in India, where consumers are
educated on colors and how it can change their homes. The company has also set up ‘AP
Homes’ – a multi-category décor store in Coimbatore (Tamil Nadu, India) which offers décor
solutions across categories of paints, wall papers, kitchen, bath fittings, sanitary ware,
furnishings etc.
Asian Paints also operates through ‘PPG Asian Paints Pvt Ltd’ (50:50 JV between Asian
Paints and PPG Inc, USA, one of the largest automotive coatings manufacturer in the world)
to service the increasing requirements of the Indian automotive coatings market.
Imperial Chemical Industries (ICI): - ICI was a British chemical company and
was, for much of its history, the largest manufacturer in Britain.[1]
It was formed by
the merger of leading British chemical companies in 1926. Its headquarters were
at Milbank in London, and it was a constituent of the FT 30 and later the FTSE 100
Indexes.
ICI made paints and specialty products, including food ingredients, specialty polymers,
electronic materials, fragrances and flavorings. It was acquired by Akzo Nobel in
2008,[2]
who immediately sold parts of ICI to Henkel, and integrated ICI's remaining
operations within its existing he company was founded in December 1926 from the merger of
four companies: Brunner Mond, Nobel Explosives, the United Alkali Company, and British
Dyestuffs Corporation established its head office at Mill bank in London in 1928. In its first
year turnover was £27 million.
In the 1920s and 30s, the company played a key role in the development of new chemical
products, including the dyestuff phthalo cyanine (1929), the acrylic plastic Perspex(1932.
Akzo Nobel N.V. Trading as Akzo Nobel is a Dutch multinational company, active
in the fields of decorative paints, performance coatings .
17. 17
Special chemicals, Headquartered in Amsterdam, the company has activities in more than 80
countries, and employs approximately 46,000 people. Sales in 2015 were EUR 14.9 billion.
Following the acquisition of ICI, the company has restructured on 2 January 2008, and
rebranded itself on 25 April of the same year.
This part of the business is mostly geographically organize
Europe, Middle East and Africa, Latin America, Asia.
Market Share of Top Brands of Indian Paints Companies 1.7
Asian
53.60%
Nerolac
15.60%
ICI Paint
1.90%
Akzo Nobel
11.10%
Berger
17.80%
Market Share of Top Indian Paint Companies
Asian Paint
Kansai Nerolac Paint
ICI Paint
Akzo Noble Paint
Berger Paint
18. 18
Management Team 1.8
S.NO Name of the Member Position
1 Mr. Abhijit Roy MD &CEO
2 Mr. Aniruddha Sen Sr. Vice President
3 Mr. Srijit Das Gupta Director, Finance
4 Mr. Bhabesh Bera Sr. Vice President – R&D
5 Mr. Sandip Mitra Sr. Vice President – Sales & Marketing
6 Mr. Deepak Misra Vice President – IT
7 Dr. Prosanta Kumar Ghose Vice President- Manufacturing
8 Mr. K. K. Sai Vice President – Marketing, Retail
9 Mr. Indrajit Amal Majumdar Vice President – Sales, Retail
10 Mr. Subhashish Das Vice President – HR & Personal
11 Mr. Sudip Das Gupta Sr. Genral Manager – Sales &
Marketing
12 Mr. Bijoy Mukherjee Powder Coating Sales & Marketing
13 Mr. Dinesh Kumar Virmani Material
19. 19
Global Group Presence 1.9
Apart from operations in Russia, with a production facility at the Berger manufacturing unit
at Krasnodar, Berger has also expanded its footprint in Nepal by setting up a second unit.
Today, Berger's sister company in Bangladesh is the dominant leader, with over 65% market
share. In keeping with the Company's dynamic growth plan, Berger has also acquired Bollix
SA of Poland, a leading provider of External Insulation Finishing Systems (EIFS) in Eastern
Europe. As Berger continues to grow internationally, it also continues to be the second largest
paint company in India.
Berger is the lone supplier to Nuclear Power Plants with its protective coatings. The
automotive sector, be it cars or bikes, is primarily ruled by Berger's automotive coatings.
Luxury cars, including Mercedes, make use of Berger's products. Companies like Nokia use
Berger's services as well. Berger has also tied up with Becker of Sweden to manufacture coil
coatings for steel surfaces.
20. 20
Berger Presence in India
Berger's presence in India consists of factories in 7 locations, spread over all four major
regions of the country. Besides this, Berger has its presence in over 80 locations all over the
nation, and a dedicated sales team in all locations with an empowered support staff to cater to
the customer's every need
21. 21
Landmark Project 1.10
The Bandra Skywalk Project – Mumbai
Hotel Le Meridians, Delhi (1997-1998)
TAPMI, Manipal
Hotel Shangri La, Delhi (1996-1997
Mantri Greens, Bangalore
Akshardham Temple, Delhi(2002)
Calcutta Club, Kolkata
Bengaluru International Airport - Bangalore
Cognizant, Chennai
Eden Gardens - Kolkata
The CSI Airport - Mumbai
Gold Souk Grande, Cochin
City Centre II, Rajarhat, Kolkata
All India Institute of Medical Sciences (AIIMS) - Delhi
Commonwealth Games Village - Delhi
22. 22
Award and Certification 1.11
10th
Annual Construction World
Global Award 2012
Builder Information Bureau
(BIB) 2012 Leadership in Paint
Category
Reader’s Digest Gold Award-
2008 Most Trusted Brand
23. 23
Fastest Growing Paint Company
Construction World NICMAR
Award
Best Supplier Award Outstanding
Contribution in Product
Development 2005
Certificate
26. 26
Internal Operation 1.12
Apart from operations in Russia, with a production facility at the Berger manufacturing unit
at Krasnodar, Berger has also expanded its footprint in Nepal by setting up a second unit.
Today Berger’s sister company in Bangladesh is the dominant leader with over 65% market
share. In keeping with the Company’s dynamic growth plan, Berger has also acquired Bollix
SA of Poland, a leading provider of External Insulation Finishing Systems (EIFS) in Eastern
Europe. As Berger continues to grow internationally also continues to be the second largest
paint company in India.
Policies 1.13
Quality Policy
We at Berger Paints are committed to provide full satisfaction to our customers with respect
to Quality, Reliability and Delivery and attain Quality Leadership for all products that are
offered by us. We shall achieve this goal by:
Establishing a Quality Management System conforming to International Standards.
Institutionalizing a culture of "Getting it Right, First Time."
Upgrading our Technology continuously to meet expectations of customers.
Planned and structured Training and Development Programmers for all employees.
Creating an environment which encourages team effort and where each individual's
contribution is recognized and valued.
Remuneration Policy
Pursuant to the revised Clause 49 of the Listing Agreement, The Remuneration Committee is
to recommend to the Board a policy relating to the remuneration of the Directors, Key
Management Personnel and other employees.
The Policy is as under:
27. 27
Employees
In determining the salaries of employees, including the Managing Director, Executive
Directors and Key Management Personnel, other than those who are unionized, the guiding
principle will be retaining and rewarding performers. Meritocracy and usefulness to the
Company and comparable costs for obtaining similar services from other sources will be
given due consideration. A robust appraisal system will be in vogue for the purpose.
Remuneration will be fair and equitable and in accordance with applicable laws. Salary of the
employees will contain a suitable variable part.
The overall impact of revision in salaries every year will be approved by the Board as part of
the year's budget.
Non- executive Director
In terms of Section 197(6) of The Companies Act, 2013, a director may be paid remuneration
either by way of a monthly payment or at a specified percentage of the net profits of the
company or partly by one way and partly by another.
Shareholders of the Company, at its meeting held on 2nd August, 2012, resolved that the
Directors of the Company, who were neither in whole time employment nor Managing
Director would be paid a commission of 1% of the net profits of the Company, subject to a
limit of Rs.1 Crore in a year. The commission is to be distributed in a manner determined by
the Board. This resolution is valid for a period of five years in accordance with the terms of
the provisions of Section 309 of the Companies Act, 19
The Directors, other than those in whole time employment or Managing Director, will be paid
commission not exceeding such amount as is allowed in terms of section 197 of The
Companies Act, 2013 and approved by the shareholders. The exact amount to be paid to each
Director and the time of such payment will be determined by the Board.
Executive Directors
Executive Directors, who are also related parties, by virtue of being a relative of another
Director or a key management personnel will be paid remuneration in accordance with
Section 188 of The Companies Act, 2013 and the relevant Rules. Shareholders' approval will
be sought wherever necessary and the Remuneration Committee will finalize the salaries
every year within the prescribed limits. Such Directors, if they are also promoters, will not be
entitled to stock option plans.
28. 28
Managing Director and other Executive Director
The ceiling of remuneration of the Managing Director and Executive Directors, other than
those mentioned at (2) above, will be determined by the shareholders, if required by law. If
such shareholders' approval is not required, the ceiling will be determined by the Board. The
Remuneration Committee will finalize the remuneration every year within the prescribed
limits based on market rates and industry standards. Care will be taken to align reward with
actual performance. The Managing Director and such Executive Directors may be granted
ESOP and similar benefits, as are prevailing, subject to necessary approvals, by the
Remuneration Committee.
Key Management Personnel (KMP)
The yearly remuneration of KMP will be finalized by the Managing Director within the limits
/ guidelines prescribed by the Board and, if necessary by law, the Remuneration Committee,
based on market rates and demand, industry standards, job responsibility and performance.
KMP may be granted ESOP and similar benefits, as are prevailing, by the Remuneration
Committee.
Managers and Executives
The salaries and periodicity of revision of Managers reporting to the Managing Director will
be determined by the Managing Director after consultation with the Head of HR and those of
other Managers and Executives, by the Head of HR, in consultation with the Managing
Director, based on need of the Company and performance, job responsibilities, qualification,
experience and location of the employees. The salary of Head of HR will be determined by
the Managing Director based on the above criteria. Managers may be granted ESOP and
similar benefits, as are prevailing, by the Remuneration Committee.
29. 29
CSR POLICIES 1.14
Berger Paints India Limited ("the Company") recognizes that an enterprise and the society in
which it operates are mutually dependent on each other and the growth of the industry is
proportional to the equitable development of the country, its environment and its people,
irrespective of religion, race, caste, creed and gender. The Company also believes that all
round development can be brought about by paying attention to regions, groups and people
which are backward and have special needs and by helping citizens to acquire useful skills.
To this extent, Berger Paints India Limited will devote resources, in the manner
recommended by its CSR Committee and approved by its Board of Directors in accordance
with the provisions of law for fulfilling the aforesaid objective in the manner laid out in
Schedule VII to the Companies Act, 2013, with particular stress on areas around which the
Company operates.
To this extent, the Company will support or undertake measures by established and reputed
agencies and Non-Government Organizations, Central and State Governments and other
agencies or the Company itself, for:
Eradication of hunger, poverty and malnutrition
Implementation of measures for reducing inequality faced by socially and
economically backward groups
Promotion of preventive healthcare
Promoting sanitation
Making available safe drinking water
Promoting education including special education
Promoting employment enhancing vocational skills among citizens including
children, women, elderly, differently able persons
Promoting livelihood enhancement projects
Promoting gender equality and empowerment of women
Promoting setting up of homes for women and orphans, old age homes, day care
centres and such other facilities for senior citizens
Ensuring environmental sustainability, environmental balance, protection of flora and
fauna, animal welfare, agro forestry, conservation of natural resources and
maintaining quality of soil, air and water
Protection of national heritage, art and culture including restoration of buildings and
sites of historical importance and works of art, promotion and development of
traditional arts and handicrafts
Setting up and running of public libraries
Measures for benefit of armed forces veterans, war widows and their dependents
Promotion of rural sports and training for nationally recognized sports, Paralympics
sports and Olympic sports
Providing funds provided to technology incubators located within academic
institutions which are approved by the Central Government
30. 30
Promotion and setting up of Rural Development Projects
Promotion of sporting activities
Promotion of cultural activities
Support to well known charitable institutions
Support to infrastructural facilities of establishments for public services such as Fire
Stations and hospitals, institutions including schools and colleges, research and
scientific institutions, organizations for promoting sports, art and culture, run or
supported by the Government or by reputed NGO's.
To undertake or support any activity for common good and benefit of the society and
its people, promotion of inclusive growth and equitable development and
enhancement of human development index including but not limited to development
of infrastructure, housing and habitation, energy efficiency, education, roads,
healthcare, sewerage, beautification of surroundings, preventive health care, waste
management, water conservation, community development, etc.
Activities undertaken in the normal course of business of the Company or only for benefit of
the employees and their families shall not qualify as CSR under this Policy. However, if
employees and their families get benefits by an activity which is largely meant for the outside
community or society, then such activity, if otherwise qualified, will count as a CSR activity.
Since it may be logistically difficult for the Committee to meet for approval of every
proposal, the Secretary of the Committee will send all proposals which are received in
between meetings for approval of the Committee by circulation.
The activities can be undertaken by the Company itself or by way of support including
monetary assistance, providing coatings and surface finishing products and painting and wall
finishing services and providing other goods, facilities and services, as may be deemed fit by
the Committee.
32. 32
Product of Berger Paints 1.16
1. Interior Coatings
Silk
Easy Clean
Rangoli
Bison Distemper
Bison Acrylic Distemper
2. Exterior Coatings
Weather Coat All Guard
Weather Coat Smooth
Walmasta
Durocem Extra
3. Wood Coatings
Polyurethane Finish
Melamine Finish
4. Construction Chemicals
Cement Mix Plus
Latex Shield 2K
Damp shield 2K
Advanced Latex Plus
Latex Plus
Crack Fill Paste
5. Under Coatings
BP White Primer
BP Cement Primer
Breathe Easy Primer
Weather Coat Exterior Primer
Red Oxide Primer
Bison Wall Putty
Happy Wall Acrylic Putty
33. 33
Berger Paints is the second largest paints company in India with a wide portfolio of paints
and tailor-made services in every paint segment. Berger Paints offers various products for
Home Users, Professional Users and Industrial Users.
Products:
Interior Wall Coatings: Berger Paints has a range of designer finishes, interior
emulsion and interior wall distempers.
Silk emulsions, Easy Clean, Rangoli Total Care, Bison Acrylic Emulsion and Bison
Distemper to name a few.
Exterior Wall Coatings: Berger Paints has a range of exterior emulsions and
texture finishes like Weather Coat All Guard, Weather Coat Long life, Walmasta,
Weather Coat Texture, Tartaruga etc.
Berger Metal and Wood Paints: Berger Paints has a variety of enamels and clear
wood range like Breathe Easy, Luxol, Woodkeeper, Imperia.
Protective Coating: Berger Protection is a protective coating range from Berger
Paints
that helps prevent corrosion of concrete or steel substrates. Berger Protecton
Range of Coatings include Chlororubber, Epoxies, Inorganic Zincs, Polyurethane,
Poly-siloxanes, High temperature resistant coatings, Anti-carbonation coatings,
Road marking, Airfield marking, Concrete coatings, Rebar coatings, Floor
coatings and Green Coatings.
Undercoats: Berger Paints has a range of quick drying undercoats like Cement
Primer (WT & ST), White Primer, Illusion Sealer, Weather coat Exterior Primer,
Bison Wall Putty etc.
Construction Chemicals by Berger Paints include products like Crack Fill Paste,
Latex Plus, Latex Shield 2K, Dampshield 2K, Tile Adhesive Plus, Cementmix
Plus and Tile Adhesive.
34. 34
Services
Home Users: Facilities and services provided for home users include Express
Painting, Preview Facility, Virtual Painter and Paint Calculator.
Professional Users: Berger Prolinks for recommending products and
processes, Projects for residential, commercial, healthcare and hospitality,
educational, industrial, religious and other public spaces.
Expert advice and other professional services like project coordination, site
audit and inspection, consultancy, bulk purchases etc.
Industrial Users: Services offered for industrial use include GI & Automotive Coatings,
Powder Coatings and Protective Coatings
36. 36
Introduction
Company Profile 2.1:
The driving forces of Berger Paints - reflect the very spirit of its founder Lewis Berger - who
laid the foundations of brand Berger way back in 1760 in the UK. With modest beginnings in
India in 1923, today, Berger Paints India Limited is the second largest paint company in the
country with a consistent track record of being one of the fastest growing paint companies,
quarter on quarter, for the past few years.
Undergoing a number of changes in ownership and nomenclature in its 88 year old history in
India, the company has come a long way. Starting out as Hadfield's (India) limited, it had just
one factory in Howrah, West Bengal. By the close of 1947, Hadfield's was acquired by
British Paints (Holdings) Limited, UK and came to be known as British Paints (India)
Limited. In 1983, the name of the Company was changed to Berger Paints India Limited.
Currently, the majority stake is with the Delhi based Dhingra brothers. Berger Paints has
established itself through a long course of time.
Berger Paints India is headquartered at Kolkata, with 10 strategically located manufacturing
units and about 110 stock points. The company also has an international presence in 4
countries (Nepal, Bangladesh, Poland and Russia). With employee strength of above 2800
and a countrywide distribution network of 25,000+ dealers, Berger is acclaimed as a game
changer in the sector with a vibrant portfolio of paints and tailor-made customer services in
every paint segment
History 2.2:
The name Berger or Lewis Berger is today synonymous with color worldwide. But actually
the origin of the name dates back to over two & a half centuries in England in 1760, when a
young color chemist named Lewis Berger, started manufacturing in Europe, 'Prussian blue'
using a secret process that every designer and householder coveted. Mr. Berger perfected this
process & art of the blue color, which was the color of most military uniforms of that time.
Enriched by the imagination of Lewis Berger, the unending quest for creation and innovation
in the world of color & paints still continues
37. 37
The history of Berger Paints India Limited as a company started in 1923 as Hadfield's (India)
Limited which was a small colonial venture producing ready-mixed stiff paints, varnishes and
distempers setup on 2 acres of land in one of India's first industrial towns close to Kolkata in
Howrah, Bengal. Subsequently in 1947, British Paints (Holdings) Limited, an international
consortium of paint manufacturing companies bought over Hadfield's (India) Limited and
thus the name changed to British Paints (India) Ltd. The gentleman who took over, as its first
managing director was Mr. Alexander Vernon Niblet, an Englishman who was later on
followed by Mr. Alfred Godwin in 1962.
Further in the year 1965, the share capital of British Paints (Holdings) Limited was acquired
by Celanese Corporation, USA and the controlling interest of British Paints (India) Ltd was
acquired by CELEURO NV, Holland, a Celanese subsidiary
Subsequently in 1969, the Celanese Corporation sold its Indian interests to Berger, Jenson &
Nicholson, U.K. Then onwards the company British Paints (India) Ltd became a member of
the worldwide BERGER group having its operations across oceans in numerous geographies
and this marked the beginning of Lewis Berger's legacy in India – which the company would
later take forward to enviable heights. From 1973 the company entered into one of its
dynamic phases of business with introduction of new generation products in the industrial,
marine and decorative segments under the table leadership of its first Indian Managing
Director Mr. Dongargaokar Madhukar
Year 1976 was another turning point in the history of the company when the foreign holding
in the company was diluted to below 40% by sale of a portion of the shares to the UB Group
controlled by Mr. Vittal Mallya. The reins of the company were taken over by Mr. Biji K
Kurien as its Chief Executive & Managing Director in the year 1980. Finally in the year
1983, the British Paints (India) Limited, changed its name to Berger Paints India Limited.
The entire 80's & 90's saw the launch of many new products from company's stable such as
premium emulsions and high quality acrylic distempers. The COLOUR BANK tinting system
was launched through which the consumer could select from a range of over 5000 shades
Again the fortunes of the company changed hands in 1991 with UB Group's stake in the
company bought over by the Delhi based Dhingra brothers, Mr. K.S.Dhingra & Mr.
G.S.Dhingra and their associates of the UK Paints Group. Presently Dhingras' control a
majority stake of almost 73% in Berger Paints India Limited, a professionally managed
organization, headquartered in Kolkata, Mr. Subir Bose, a 10-year company veteran, took
over as Managing Director on 1 July, 1994. Completing a challenging 18 year stint at the
helm with immense success, Mr. Bose retired on 30 June, 2012, handing over the reign of the
company to Mr. Abhijit Roy. Today the stewardship rests with the current Managing Director
Mr. Abhijit Roy
38. 38
1920 On December 1923, Mr. Hadfield, an Englishman set up Hadfield's (India) Ltd,
a small paint company in Calcutta.
1940 James Wilfred Adamson, founder of the British Paints Organization, embarked
on his career as a traveling salesman.
1950 Sales offices were opened in Delhi and Mumbai and in 1951 a depot was started
in Guwahati. Sales rose to Rs.6 million in 1952.
1960 Mr. R. A. Godwin took over as the Chairman & Managing Director in 1962 and
initiated further modernization
1970 Mr. D. Madhukar took over as the Managing Director in the year 1973.
1980 Mr. Biji K. Kurien takes over as Chief Executive in 1980.
1990 BERGER PROLINKS, a service aimed at providing paint and application
related information to professionals.
2000
In the new millennium Jenson & Nicholson, Nepal was acquired as a 100%
subsidiary and renamed Berger Jenson & Nicholson, Nepal.
Vision 2.3
To be the most admire Indian paint and coating Solution Company with globally recognize
competencies
Mission 2.4
To maximize shareholder value by developing and delivering innovative and best solution for
our customers, consistently outperforming our peers and providing a dynamic and
challenging work environment for our employees.
39. 39
Board of Directors 2.5
Mr. Gurbachan Singh Dhingra
(Vice Chairman)
Mr. Kuldeep Singh Dhingra
(Chairman)
41. 41
Board of Committees 2.6
Audit Committees
1. Mr. Mr. Dhirendra Swarup (Chairman)
2. Mr. Gurbachan Singh Dhingra
3. Mr. Pulak Chandan Prasad
4. Mr. Kamal Ranjan Das
Compensation & Nomination & Remuneration Committee
1. Mr. Kamal Ranjan Das (Chairman)
2. Mr. Kuldip Singh Dhingra
3. Mr. Pulak Chandan Prasad
Shareholders' Committees
1. Mr. Abhijit Roy (Chairman)
2. Mr. Kamal Ranjan Das
3. Mr. Srijit Dasgupta
4. Mr. Aniruddha Sen
CSR Committee
1. Mr. Kuldip Singh Dhingra (Chairman)
2. Mr. Abhijit Roy
3. Mr. Kamal Ranjan Das
4. Mr. Kanwardip Singh Dhingra
5. Mrs. Rishma Kaur
6. Mr. Srijit Dasgupta*
7. Mr. Anil Bhalla*
8. Mr. Aniruddha Sen
42. 42
About Topic 2.7
“To know the Status of the Berger paint among the paint Dealers”
Market Share: Firstly my research topic is concerned to know about the market share
because it identified the dealers view about the paint companies so it means it automatically
given idea about the market share.
If dealers are happy and give positive attitude toward Berger paint that mean he/she is happy
with the dealers and purchase product more and time to time so it represent the market share
of the Berger paint as well as all the major brand of the Paint industries
Service Quality: In my research topic it also include to find out the best service provide by
the any companies such as Berger, Asian, ICI Dulex or Nerolac
Product Quality: In my research work and selected topic we can also find which companies
provide best quality of the product as per the dealers view
Dealers view because final customer they cannot define the little bit difference in different
brands because there is a very minor differences between the different brands
Overall Performance and Satisfaction: this topic provide overall performance of different
brands of paint industries and satisfaction of the dealers with the paint companies
44. 44
Research Methodology 3.1
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication, research, interview, survey and other
research techniques, and could include both present and historical information
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
branch of knowledge. Typically, it encompasses concepts such as philosophical or theoretical
frameworks, theoretical model, phases and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same as a
method. Instead, a methodology offers the theoretical underpinning for understanding which
method, set of methods, or best practices can be applied to specific case, for example, to
calculate a specific result
Research Objective 3.2
Primary objective of my research is to know about the dealers view and thinking
about the major paint company
The secondary objective is to know the brand poisoning in the mind of dealers about
the paint company which is created by the paint companies through product quality,
service, supply system and show on
To know the dealers view about the major paint companies
To know the major paint company in Gurugram city
To know about the service quality provide by the paint companies for dealers
To know the dealers satisfaction about the paint companies
To know the product quality provide by the companies
To know about the factor affect the sale of the companies
45. 45
Research Design 3.3
Dealers view, test and preferences through Exploratory research design
Primary Data 3.4
Primary data are those data which collected by researcher or investor first time and it is
newly. It means it is not collected by someone else or that data are not used which is
collected by someone else.
Primary data are collected through some techniques:
Interview Method
Questionnaire Method
Observation Method
Schedule Method
In my research I was collected the primary data to using my own afford and skill through
Questionnaire Method and Personal face to face interview method
Secondary Data 3.5
Secondary data are those data which is not collected first time by the researcher which is
already have been collected by someone else.
Those data are taken by the researcher for analysis purpose only
Secondary data are collected through using these techniques:
Internet
Magazine
News Paper
Any other Research Report
Government Published Report
In my research I was collect secondary information through Internet
46. 46
Data Presentation 3.5
Primary and Secondary data which is collected by me for the completion of my research
work is presented in Pie chart, Bar chart and Colum chart
Sample Area 3.6
Sample area is Gurugram city like some sector
Sector -56
Sector - 55
Sector - 54
Sector – 52
Old Gurugram
Sample Size 3.7
Sample size was taken by me 30 dealers.
I was taken 6 dealers from each sample area
Sampling Techniques 3.8
There are some sampling techniques are used by me
Quota Sampling
Simple Random Sampling
49. 49
Data Interpretation: From the above data I found that 30% dealers have Asian, Berger and
Dulux company dealership and also 30% dealers have all the major companies’ dealership
while 10% dealers have only the dealership of Asian and Berger and also 10% dealer have
Asian and Dulux companies’ dealerships.
Asian/Berger/
Dulux
30%
Asian/Berger
10%
Asian/Berger
10%Berger/Nerilac
4%
Berger/Dulux
7%
Berger/Dulux/
Nerolac
3%
Nerolac/Dulux
3%
All
30%
Asian/Dulex/
Nerolac
3%
Which company dealerships do you have?
Asian/Berger/Dulux Asian/Berger Asian/Dulux
Berger/Nerolac Berger/Dulux Berger/Dulux/Nerolac
Nerolac/Dulux All Asian/Dulux/Nerolac
50. 50
Q.2 Which category of paint do you sale?
Frequenc
y Percent
Valid
Percent
Cumulativ
e Percent
Valid Enamels 2 6.7 6.7 6.7
Interior/Exterio
r 11 36.7 36.7 43.3
All 17 56.7 56.7 100
Total 30 100 100
Data Interpretation: From the above data I was found that 57% dealers have all category of
paint, while 36% dealers have Interior and Exterior paint and rest of the dealers that is 7%
dealers have only Enamels paint category.
Enamels
7%
Interior/Exteri
or
36%
All
57%
Which category of paint do you sale?
Enamels Interior/Exterior All
51. 51
Q.3 Which companies product sale most in your shop?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 11 36.7 36.7 36.7
Berger 11 36.7 36.7 73.3
Dulux 5 16.7 16.7 90
Nerolac 3 10 10 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 36.7% dealers said Asian Paint
sale most in my shop and also 36.7 % of dealers out of 30 dealers said Berger Paint Sale
most in my shop, while 16.7% said Dulux and 10% dealers said Nerolac is sale most in my
shop.
Asian
36.7%
Berger
36.7%
Dulux
17.7%
Nerolac
10%
Which companies product sale most in your
shop?
Asian Berger Dulux Nerolac
52. 52
Q.4 Reasons behind this?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Demand 8 26.7 26.7 26.7
Brand 3 10 10 36.7
Service 3 10 10 46.7
Cost
Beneficial 5 16.7 16.7 63.3
Supply
System 4 13.3 13.3 76.7
Good
Quality 7 23.3 23.3 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 27% dealers says demand is the
most selling factor and 23% dealers said good quality is the reason for selling, while 17%
dealers says cost beneficial is the factor but 13% out of 30 dealers says supply system is a
major factor for selling and rest 10% dealers said service which is provide by the companies
is the most selling factor.
Demand
26.7%
Brand
10%
Service
10%
Cost Benificial
16.7%
Supply System
13.3%
Good Quality
23.3%
Reasion behind this?
Demand Brand Service
53. 53
Q.5 Which Company of paint provides you best
service?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 15 50 50 50
Berger 9 30 30 80
Dulux 6 20 20 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 50% dealers says Asian Paint
provide best quality of service and 30% dealers said Berger Paint provide best service, while
rest 20% dealers said Dulux provide best quality of service.
Asian
50%
Berger
30%
Dulux
20%
Which Company of paint provides you best
service?
Asian Berger Dulux
54. 54
Q.6 Which company product is in best quality as per
your view?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 13 43.3 43.3 43.3
Berger 9 30 30 73.3
Dulux 7 23.3 23.3 96.7
Nerolac 1 3.3 3.3 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 43.3% dealers said Asian Paints
provide best quality of product, while 30% out of 30 dealers said Berger Paint provide best
quality product and 23.3% says Dulux provide best quality of product and rest 3.3% says
Nerolac paint provide best quality in product as per the own view.
Asian
43.3%
Berger
30%
Dulux
23.3%
Nerolac
3.3%
Which company product is in best quality as per
your view?
Asian Berger Dulux Nerolac
55. 55
Q.7 Which company gives you more benefits?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 12 40 40 40
Berger 9 30 30 70
Dulux 8 26.7 26.7 96.7
Nerolac 1 3.3 3.3 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 40% dealers said Asian Paint
dealership is more benefits for us while 30% says Berger Paint is more Beneficial as
compression to other companies dealership and 26.7 says about the Dulux and rest 3.3% said
Nerolac is the more beneficial.
Asian
40%
Berger
30%
Dulux
26.7%
Nerolac
3.3%
Which company gives you more benefits?
Asian Berger Dulux Nerolac
56. 56
Q.8 Which company supply material in time and
continued without any problem?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 11 36.7 36.7 36.7
Berger 13 43.3 43.3 80
Dulux 6 20 20 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 43.3% dealers says Berger
company supply the product in time and continued without any problem while 36.7% says
Asian is best for supply of product in given time and 20% says Dulux supply the product in
time.
Asian
36.7%
Berger
43.3%
Dulux
20%
Which company supply material in time and
continued without any problem
Asian Berger Dulux
57. 57
Q.9 Which company payment mode is easy for you?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 7 23.3 23.3 23.3
Berger 9 30 30 53.3
Dulux 3 10 10 63.3
All 11 36.7 36.7 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 30% dealers said Berger
company payment mode is easy and 23.3% says about the Asian Paint while 36.7% says all
companies best and easy payment system but 10 % out of 30 dealers says Dulux provide best
and easy payment system for pay.
Asian23.3
%
Berger
30%Dulux
10%
All
36.7%
Which company payment mode is easy
for you?
Asian Berger Dulux All
58. 58
Q.10 Which company overall performance is best?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Asian 17 56.7 56.7 56.7
Berger 9 30 30 86.7
Dulux 4 13.3 13.3 100
Total 30 100 100
Data Interpretation: From the above data. I was found that 56.7% dealers are satisfied with
the Asian paint dealership and says his overall performance is the best, while 30 % satisfied
with Berger Paint and says his performance is best as compression to other companies
dealership which the dealer have and rest 13.3% says Dulux is best as per the overall
performance.
Asian
56.7%
Berger
30%
Dulex
13.3%
Which company overall performance is best?
Asian Berger Dulex
59. 59
Cross Analysis 4.2
1. Cross analysis of (Q.1 to Q.10) which company dealership do you have to
which company overall performance is best
The main objective of this cross analysis is known which company overall performance is
best according to dealers dealership of the paint company
Q.1 * Q.10 Cross tabulation
Count
Q.10
TotalAsian Berger Dulux
Q.1 Asian/Berger/Dulux 5 4 0 9
Asian/Berger 3 0 0 3
Asian/Dulux 2 0 1 3
Berger/Nerolac 0 1 0 1
Berger/Dulux 1 0 1 2
Berger/Dulux/Nerolac 0 1 0 1
Nerolac/Dulux 0 0 1 1
All 5 3 1 9
Asian/Dulux/Nerolac 1 0 0 1
Total 17 9 4 30
60. 60
Data Interpretation:
In this analysis I was found that there were 9 dealers of Asian/Berger/Dulux but 5
dealers are satisfied with Asian while 4 dealers are said Berger have best overall
performance.
Asian/Berger both companies dealership have 3 dealers and all of said Asian overall
performance is best.
Same as Asian/Dulux have 3 dealers and 2 says Asian overall performance is best
while 1 says about Dulux and show on, the table of all paint dealership provide
information that with which company dealers are happy to rate overall performance
62. 62
Data Interpretation:
From the above data I was found that 11 dealers says Asian company sale most but 6
out of these 11 says Asian have best overall performance while 4 says Berger and 1
says Dulux overall performance is best
In same manner again 11 dealers says Berger sale most the product in shop but about
the overall performance 8 out of 11 dealers says Asian have best overall performance
and while 3 says Berger have best overall performance
Same as all the crosstabs so on the table
3. Cross Analysis of Q.3 to Q.7
Q.3 * Q.7 Cross tabulation
Count
Q.7
TotalAsian Berger Dulux Nerolac
Q.3 Asian 4 5 2 0 11
Berger 6 2 2 1 11
Dulux 3 2 0 0 5
Nerolac 0 0 3 0 3
Total 13 9 7 1 30
63. 63
Data Interpretation:
From the above data I was found that 11 dealers says Asian paint sale most in the market but
4 dealers says out of 11 dealers that Asian is more beneficial while 5 says out of these 11
dealers that Berger give more benefits and 2 says Dulux give more benefits out of these 11
dealers
As same manner above data show in a table Q.3 to Q.6
64. 64
4. Cross Analysis of Q.4 to Q.10
Q.4 * Q.10 Cross tabulation
Count
Q.10
TotalAsian Berger Dulux
Q.4 Demand 7 1 0 8
Brand 2 1 0 3
Service 2 1 0 3
Cost
Beneficial
2 1 2 5
Supply
System
1 2 1 4
Good Quality 3 3 1 7
Total 17 9 4 30
66. 66
Data Interpretation:
From the above data shows that 15 dealers out of 30 says Asian paint provide best service
while 9 says about the Berger and rest 6 says about the Dulux
15 dealers says Asian provide best service but out of these 15, 10 dealers says Asian overall
performance is best and 3 says about the Berger while 2 says Dulux overall performance is
best
As same manner table shows the remain data
6. Cross tab of Q.3 to Q.5
Q.3 * Q.5 Cross tabulation
Count
Q.5
TotalAsian Berger Dulux
Q.3 Asian 6 4 1 11
Berger 7 3 1 11
Dulux 2 1 2 5
Nerolac 0 1 2 3
Total 15 9 6 30
67. 67
Data interpretation:
From the above cross analysis I was found that that 11 dealers says Asian paint sale most but
out of these 11, 6 dealers Asian paint best service provider while out of these 11, 4 says that
Berger paint provide best quality of service and rest 1 dealer said Dulux provide best service
quality
As same manner above table and graph shows all detail of rest information
68. 68
Findings 4.3
So as for my research work I was analyzed, calculate my whole data to covert it meaningful
information for compulsion my research objective and after comparing cross analysis and
also after using graphical presentation I was found certain things which is as fallow
Findings:
25 dealers out 30 have Asian Paint and Berger Paint dealership in which Asian paint
is a major brand as per the dealers view
Berger Paint is a paint company which is 2nd
major brand in Gurugram City
57% of dealers said they sale all category paint say Interior, Exterior and Enamels
Berger Paint and Asian Pint is a brand which product sale 73.4% of the overall sale in
Gurugram City each have 36.7% of the total sale
26.7% of the dealers says reason for the demand and 23.3% dealers says for the
quality of the product
50% of the dealers says that Asian paint provide best quality of service and 30%
dealers says about the Berger Paint
Asian paint is best brand for the quality providing in product while Berger Paint have
2nd
rank
40% of the dealers says that Asian Paint is a company who give more benefit while
30% says that Berger Paint Provide more benefit as compare to other brand and
26.7% people says that Dulux Paint is more beneficial for us
If we talk about the supply system of the companies then Berger paint have Good
Supply system in which 43.3% dealers say about the Berger paint while 36.75 dealers
says that Asian Paint have good supply system
56.7% dealers says that Asian Paint overall performance is good while 30% says that
Berger Paint overall performance is good
69. 69
SWOT Analysis 4.4
According to my study of the paint companies I feel some SWOT of Berger paint which I
observe in the time of survey. I observe certain things when I meet the dealers of Berger
1. Strength
With nearly one fifth market share and ranked one of the top two in India.
Strong Supply chain network spanning throughout the country with 7 manufacturing
facilities, 85 depots, 2,800 employees and over 25,000 Dealers.
It provides with high quality products and as very high market space both in terms of
visibility and sales.
Berger Paints has excellent brand perceptions and brand awareness amongst its
potential customers
2. Weakness
Dependences on decorative segments.
Market Rate Problem.
High staff Turnover.
In effective advertisement and promotional activities.
3. Opportunities
Strong growth Potential in India owing to urbanizations.
Product Diversification.
International Expansion.
4. Threats
Stiff competition.
New entrants in the industry and local companies.
71. 71
Recommendations 5.1
As per my research findings and observation I can recommend certain things which may be
helpful for the Berger paint company in Gurugram region
Recommendation:
Berger paint company should try to improve service quality for attracting the dealers
because Asian paint provide best quality of service to dealers that is why he is a major
company in Gurugram region
Berger Paint will have to improve product quality because 70% people are not says
that Berger have good quality product
He should try to do more effective advertising through local news paper or local
media channel because it aware the customer and demand may will increase in future
as comprising to Asian paint
Berger paint should have to do Push Strategy of marketing to attract the dealers
through giving more benefits as compression to current benefits and as compression
to other companies
He should do continues improvement like express painting so it will be gather a great
opportunity to become major brand in paint industry
73. 73
Conclusion
Out of 30 dealers 25 dealers have dealership of the Berger Paint Company so Berger paint
have to try to attract all dealers for the dealership
36.7% dealers says that they sale Berger Paint more as compression to other companies so
Berger paint company have to try to gate more dealers for the selling of their product
50% dealers says that Asian Paint provide best service while 30% says About the Berger
Paint so Berger Paint will have to provide best quality of service for dealers satisfaction
30% of dealers says that Berger Paint provide best quality of product while 70% says about
the other companies so Berger Paint have to improve the product quality for the customers
and dealers satisfaction
Again 30% dealers says that Berger Paint provide more benefits while 70% says about other
companies so Berger Paint will have to provide more benefits also as compression to other
companies
About 43.3% dealers are satisfied to supply system of the Berger paint while rest of the
dealers are satisfied about the other companies so Berger Paint have to provide best supply
system to that dealers who are satisfied to the other companies
Berger Paint have easier payment mode system as compression to others companies
57.7% dealers says that Asian Paint overall performance is best 30% dealers says that Berger
Paint overall performance is best so Berger Paint will have to improve overall performance to
become major brand in Gurugram City
75. 75
Limitation and Scope of the Study 6.1
Limitation:
Dealers they don’t have enough time to response properly
Some dealers they do not ready to fill the questionnaire that is why I was used
questionnaire as schedule and its take more time
Exploratory research survey take a long time and 45 days not enough for this study
Some dealers they think me as a company employee and they don’t response
It was coastally because the each sample area are wide distance to other sample area
It was tuff to handle a dealers and take response properly
Only 30 Dealers have been visited, which comprises a very small sample
Scope:
This study can be used by the company to convert more Dealers into dedicated Berger
Paints customers.
Meeting dealers needs
Make a quantitative research and analysis of the effectiveness of the advertisement of
Berger Paints.
Helpful in making Marketing Strategy
This study will also helpful for improving service quality, supply system, payment
process
This study report also helpful for developing new marketing strategy
80. 80
Questionnaire 8.3
Questionnaire
Dear sir/maim,
I am student of MBA 2nd
Semester in Quantum School of Business and
currently doing summer internship in Berger Paint Company and undertaken a Market survey
about the dealer preferences and feedback about the Paint and requesting you to provide the
below given information for completion of my research work.
Name of the Shop……………………………………………………………………………
Name of the Dealer…………………………………………………………………………..
Mobile Number………………………………………………………………………………
1. Which company dealership do you have?
Berger Paint
Asian Paint
Nerolac
ICI Dulux
All of these
2. Which category of paint do you sale?
Interior
Exterior
Enamels
All
81. 81
3. Which companies product sale most?
Asian Paint
Berger Paint
Nerolac
ICI Dulux
4. Reason behind this?
Good quality of product
Cost beneficial
Service of the company
Brand
Good supply system
Customer Demand
5. Which Company of paint provides you best quality of service?
Asian Paint
Berger Paint
Nero Lack
ICI Dulux
82. 82
6. Which company product is in best quality as per your view?
Asian Paint
Berger Paint
Nerolac
ICI Dulux
7. Which company gives you more benefits?
Asian Paint
Berger Paint
Nerolac
ICI Dulux
8. Which company supply material in time and continued without any problem?
Asian Paint
Berger Paint
Nerolac
ICI Dulux
83. 83
9. Which company payment mode is easy for you?
Asian Paint
Berger Paint
Nerolac
ICI Dulux
10. Which company overall performance is best?
Asian Paint
Berger Paint
Nerolac
ICI Dulux
