EXECUTIVE SUMMARY

To maintain and cope up with the growing competition from the various Paint in

company. Berger Paint needs to find potential customer, also the new customer and

satisfy their needs

The Broad objective of the project is to equip the trainees with all the quality which is

essential to face any circumstances which can arise while providing service to the

customer.

This project will accomplish to understand how the company deal with customer and

what are the problem faced by the paint industry and how to solve them. The project also

helps in understanding the trend of marketing of paint.

All these steps help me to understand how to cope up with different types of problem

which related with customer and there diversified need and satisfaction level.

[1]

Objective and Scope of the Study

[2]

OBJECTIVE OF THE STUDY

TITLE OF THE PROJECT

To Study of Distribution Channel and Comparison Between Its Peers Group For Berger Paint

OBJECTIVE OF STUDY

Primary Objective:-

To gain the knowledge about distribution channel.

To find the customer satisfaction level related to companies different

services.

Secondary Objective:-

To find the customer preference regarding the facility provided by

the company.

Customer response related to services which provided by the

company.

To get the suggestion from the customer about the company’s

existing products and services to make the improvement ..

To get the exposure of the day to day functioning of Berger Paint.

[3]

SCOPE OF THE STUDY

To study about the consumer Perception of new developing societies in

Gorakhpur.

To study the new trends of demand of paint in this market segment.

To study the factors which influence the behavior of consumer in

selection of decorative paint.

To Study Type of paints used by these customer & reason behind usage

To study consumer perception regarding good paint company.

[4]

Company Profile

[5]

COMPANY PROFILE

Established in 17th December, 1923, the company then known as Hadfiled's (India) Limited;

was a small paint company based in Kolkata having its only manufacturing facility at

Howrah, West Bengal to produce ready mixed stiff paints, varnishes and distempers. Post

independence, towards the end of 1947, British Paints (Holdings) Limited, U.K acquired

Hadfield's (India) Limited and thus British Paints (India) Limited was incorporated. From a

production capacity of 150 tonnes and sales turnover of around Rs. 25 lakhs in 1947, the

company has come a long way to become at one point of time; a part of the worldwide

BERGER group in 1983 and thereby acquiring its present name Berger Paints India Limited

to having subsequently gone through further ups & downs as well as ownership changes to

gain its present status wherein the majority stake is with Delhi based Dhingra brothers and

business revenue close to Rs.2000 crs.

Today Berger Paints India Limited, having solely used and developed the name and

trademark BERGER and all its variants in India, is a household name in paint. With Head

Office in Kolkata the company manufactures and markets a range of decorative & industrial

paint products under various product brands and has it operations spread throughout the

length & breath of the country; with seven manufacturing facilities in India and more than 82

depots, several regional & area offices, besides four facilities overseas. It has a workforce of

over 2300 employees and a countrywide distribution network of 12000 plus dealers.

Berger Paints has clearly demonstrated its commitment to Indian consumers for over 85

years, by offering its varied range of high performing quality products backed by highest

level of customer service. Company's high ethical standards in business dealings and its on-

[6]

going efforts in community welfare make Berger Paints India Limited a responsible corporate

citizen. While the company's decorative and Industrial paints continue to gain an increasing

market share, Berger as an organization has managed to achieve sustainable competitive

advantage through innovations in all spear of business, desire to excel and by creating a

winning culture & abiding faith in its values & philosophy among all its stakeholders.

With Berger Paints you can now see your imagination of color unfurl in front of your eyes

and watch your home come alive telling a thousand tales.

Transform you home with the POWER OF IMAGINATION.

BERGER'S performance is anchored today in a wide variety of Decorative and Industrial

paints which continue to gain an increasing share of the highly competitive Indian paint

market. Being an ISO 9001 company its quality products have attained instant recognition,

worldwide, and continues to meet quality requirements that are demanded today even in the

domestic market.

The Country's third largest paint manufacturer and the second largest decorative paint player,

Berger is headquartered in Calcutta and services the market through a distribution network

comprising of 75 stock points and 12,000+ paint retailers.

Berger is the second largest player in the domestic decorative paint industry and a dominant

player in non –automotive industrial segment.

Currently 80% Berger’s sales are contributed by decorative paint out of this 80% of

decorative paint 75% Sales come from the retail business and rest 25% from project.

Berger is the major player in the mass market with brands like Rangoli, Bison, And with

exterior paint segment Weather Coat.

[7]

VISION

We shall remain as the benchmark in the Paint industry by:

Being an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team.

To build a global enterprises for the entire customer and a great future for the

country. Turn the customer dream into reality with an unmatched range of product

and services

MISSION

We shall increase our turnover by 100% in the next five years.

We shall remain socially committed ethical Company.

VALUES

Consumer Focus

Excellence in Execution

Proactive Innovation

TrustTrust

Integrity

GOAL

Nationwide presence.

[8]

HISTORY OF COMPANY

With an unmatched range of products and services, Berger Paints India Ltd is a leader in

paints, offering its customers a variety of innovative painting solutions, be it decorative or

industrial.

Whether it is home or office, shop or factory, interiors or exteriors, metal, wood, plastic or

any other surface - Berger have a paint solution for it! With an ever-evolving profile and rich

history, Berger Paints India Ltd. (an ISO 9001 Company) has come a long way in the highly

competitive Indian paints industry.

Today the names "Berger" and "Lewis Berger" are synonymous with color. Berger Paints

continues to be inspired by the creation and innovation of Mr. Lewis Berger, who through his

marvelous shades, had offered people a chance to transform their homes through the power of

imagination. At Berger we believe in taking paints to the level of fine art. Enriched by the

imagination of Lewis Berger since 1760.

The history of BERGER PAINTS (INDIA) LIMITED is literally as colorful as the business it

is in. This chapter will reveal the milestones in our history. Please click on the milestones in

the picture below to travel through our past.

Consumer service:

House painting can be fun! It doesn't have to be the uncertain, costly, time consuming and

hassling process you have endured for so long.  Lewis Berger Home Painting takes the pain

out of painting and is a complete painting service including professional help on which

products are to be used, qualified and experienced painters and material delivery, clean up

and supervision. All this is topped off with a warranty on the work done by us.

Following services are provided to consumer –

[9]

1. Home painting service-

The common home painting problem which encounter to consumer ie…..

Budgeting - the biggest stumbling block of them all! How much paint does customer need to

buy? What about the primer, putty, finish and accessories?

Figuring out what kind of surface preparation need for walls? This differs for previously

painted surfaces and surfaces which have never been painted.

Choosing the right color combination - whether starting from scratch or whether just

choosing shades to match a favorite cushion or a painting, now need to be sure that customer

got the perfect color combination. What colors will you pick for which room? Remember

color can shrink a room or make it look larger. It can set the mood for your home.

How many painters will you need? Which contractor should you go through and where will

you find a reliable man who will make sure that your painters will do the job on time? Who

will back up the job quality? Who will shift your furniture and clean up after the job is over?.

Work of Berger Home Painting:

Customer get the benefit of experts dealing with each aspect of painting .

The job starts with a free home visit to understand the scope of the job.

An accurate estimate, provided by Lewis Berger Home Painting, is the foundation

on which each painting job is undertaken.

For shade selection, customer can use the services of our Color Consultant where

available

A Warranty is also provided to reassure customer on the quality of Berger paints

and workmanship.

From pre - painting guidance to material sourcing and delivery to post painting

clean up, Home Décor does everything. Budgeting / product selection / tackling

defects / shifting furniture

Specified time frame job completion and Complete satisfaction

[10]

2- Color Bank-

Lewis Berger Color Bank brings new generation paint technology and a brand new way to

buy it. Choose from an astounding range of 5000+ shades - pale to deep, bright to subdued -

freshly mixed for customer, in minute’s right before your eyes.

Innovative paint technology at its finest, Lewis Berger Color Bank is based on computerized

paint technology. Formulated with the highest quality ingredients and superior eco-friendly

UV resistant organic colorants, the shades are mixed in a state-of-the-art computerized

machine that dispenses colorants with absolute accuracy to base paints. A thorough shake in a

gyro-shaker ensures that the colorants are uniformly mixed to get the exact shade of customer

choice.

Lewis Berger Color Bank outlets are located countrywide. Lewis Berger currently has a

network of over 2500 such counters. Drop in to the nearest you and experience the new way

to shop for paints.

Cosmic from Lewis Berger Color Bank now gives the opportunity to paint customer’s home,

Feng Shui style. Feng Shui is the Chinese practice of living in harmony with nature. The

elements of nature, which govern life, can be activated through specific colours. Attracting

good things like fame, fortune, knowledge, and success and more in your life. The octagon

shown inside indicates the designated position and significance of each elements and colours

that activate them.

[11]

According to the Feng shui, colors are great source of help in improving one's own life.

 Red spells fame in your life. It stands for recognition and longevity.

 Yellow is the color of marriage and good relationship. It also signifies good health.

 White represents prosperity of children. It is considered to be the colour of purit

and innocence.

 Grey spells travel and foreign trade. It also symbolizes helpful friends.

 Black spells success in business/ career. It represents money and confers power.

Blue/Turquoise signifies knowledge and scholarly success. It activates inner peace and

spiritual understanding.

 Green is the colour of growth, one that promotes good health, peace and tranquility in

your family life.

Product

The paint products by Berger Paints India include:

INTERIOR WALLS PAINTS COATINGS

Luxol Silk Luxury Premium Emulsion

Rangoli Easy Clean Emulsion

Rangoli Super Acrylic Emulsion

Bison Super Emulsion

Bison Acrylic Distemper

[12]

EXTERIOR WALLS COATINGS

Weathercoat Long Life

Weathercoat Smooth 100% Acrylic Emulsion

Weathercoat Textured Exterior Emulsion

Walmasta Antifungal Exterior Emulsion

Durocem Extra Waterproof Cement Coatings

Wood Finish Coatings

Wood keeper PU Clear

Wood keeper Melamine

Code of conduct of Berger:

This Code is applicable to all Directors and employees of the Company. This is in addition to

the code framed under SEBI (Prohibition of Insider Trading Regulations), 1992 and all other

applicable policies, procedures as well as the existing rules and regulations applicable to the

Company. This Code applies to all places where the Company's business is conducted.

The Company expects all Directors, employees, agents and contractors to take steps for

furthering safety and welfare of citizens and for ensuring a cooperative, efficient, positive,

harmonious and productive work environment.

Those who neglect or willfully breach this Code may be subject to corrective action, which

may include termination.

The Directors and employees of the Company shall be fully committed to enhancing

shareholder value and net worth. Every member of the Board and employees shall take

adequate steps and measures that would have been taken by a man of ordinary prudence

towards achieving this objective

The Directors and employees shall not accept any gift, hospitality or material benefits from

any agent/contractors/vendors or other parties with whom the Company has a business

relationship. Gifts customarily given on special occasions like New Year, Diwali, Pujas,

Christmas, etc., not expensive in value or distributed generally and openly at ceremonies and

a business lunch or dinner shall not come under purview of this Clause. Participation by

[13]

employees in general customer meets, seminars, conferences organized by business partners

under an open invitation will also not fall under the purview of this clause

Directors and employees shall function so as to ensure that the Company preserves its

reputation in the market, supplies quality products and valued services to the customers, both

internal and external, and will continuously work towards enhancement of the Company's

goodwill.

[14]

Review of Literature

[15]

Distribution Channels

Channel management is the core of the Physical Distribution and Channel Decisions are

critical in Marketing Management.

Definition:

Any organization or individuals who participate in the flow of goods and services as

they move from producer to an ultimate user ( consumer or industrial

Marketing channels refer to an organized network of interconnected organizations and

agencies involved in the process of making a product or service available to

consumers.

Reasons for having Middleman / Intermediaries / Channel Partner

[16]

Simplify and facilitate transactions by bringing buyer and seller together;

Easier and economical to work through intermediaries as they are independent private

organizations with professional concept to achieve profits.

intermediaries create time, place, form and possession utilities for the customers by

making product / services available at convenient place with time and form;

manufacturers / producers can not every time deal directly with the ultimate

consumers especially when they are scattered over a wide geographical area;

many producers lack the financial resources and expertise to carry out direct

marketing;

small producers with very limited budget for promotion experience very difficult to

create the awareness, interest and desire to buy the product among the customers;

due to close interaction with customers, intermediaries are effective and economical

to promote and sell the products even in unpackaged form ( e.g. commodities );

more profitable sale is possible on a/c of intermediaries contacts + experience +

specialization + infrastructure + relations + reputation in the market;

producers can certainly divert the investment for upfront growth;

intermediaries play an important role in bridging the gap between customers’ quality,

qty. and variety expectations and producers’ offerings;

Selection-

So many companies sign up third party resellers and distributors and system integrators and

OEMs without giving proper rigorous attention to the process that's required in order to

define the selection criteria, find adequate channel partners, and actually go through a process

of due diligence in order to screen them, select them, and bring them onboard. A well

developed channel selection process, a reseller selection process, looks a lot like a very

rigorous process for hiring and acquiring members of your senior management team or your

key employees in sales and marketing. It starts by defining very clearly which markets you're

after, which segments you want to reach, what types of customers you're trying to acquire,

and then doing research and analysis to determine which companies are actually calling on

and supplying goods and services to those customers day in and day out in your focused

market.

[17]

Once you've defined those customers and those market segments that you're after, then

looking at the different types of reseller organizations that are available for you to get your

product to those customers becomes the next task. This step involves making sure that you

understand exactly what sales and support structures required for your product in order to

deliver it as a solution to the end customer. Some companies use manufacturer's reps that are

just basically commissioned agents. Other companies use value added resellers, others used

stocking distributors, and yet others use system integrators that actually build their products

into complete turnkey systems for their customers. So you're going to want to make sure that

you do some analysis to figure out which kinds of reseller channels you need in order to most

adequately provide your product to your customers in a solution that they're willing to buy,

and then make a decision about that type of channel structure. Many companies use multiple

types of resellers to reach different types of customers as well.

The next step in a channel selection process is acquiring potential candidates. This can be

done by going to trade associations and looking at trade association directories for resellers,

of which there are many, to actually get lists of potential resellers. Or it also can come from

looking at who your competition is using or complementary products companies are using in

order to get their products to market. But it certainly includes defining a list of potential

candidates. You'll never want to select a reseller without having multiple options to compare

against, just like you'd never hire a key sales person without having multiple options to

compare against. So, acquiring lists, getting names, also getting referrals from your best

customers is an excellent way to identify potential resellers. Who are they buying from? Who

do they like to buy from? Who do they view as the most professional reseller vendors in your

market? Those are easy questions to ask of some of your best customers and prospects to

define who it is that you should be working with as your channel partner.

The next step is, of course, contacting those companies and using either referrals or through a

direct mail process which is very easy to set up and do. Then, you establish the actual channel

partner selection criteria that you're going to use in order to make sure that you understand

what it is that you're looking for.

[18]

Selection Criteria-

After developing that selection criterion, you're going to want to develop a questionnaire or

an interviewing guide, if you will, and process and steps to gather the information that you

need from those channel partners in order to match that information against a selection

criteria that you've established. Then, of course, from there, after you've gone through the due

diligence process, gathered their performance history, understood their sales organization,

looked at how much they're selling for each of their principal vendors and understood who

their customers are and why they win against their competition, you're going to want to go

into the process of actually negotiating an agreement.

Performance of Channel Partners-

In every business process, wherever channel partners are exists; certain functions needs to be

performed by the Principal (usually Mfgr. ) as well as Channel partner.

Functions of Principals

Supply quality products;

Build the brand and keep it a winner;

Regular, adequate and prompt supply of the product;

Effective servicing;

Advertising and sales promotion support.

Function of Channel Partners

help establish the brand in the market;

help achieve the sales targets;

provide adequate shelf space and merchandising support;

provide service to customers;

make prompt payments;

maintain fair trade practices;

provide winning store image;

assist in promoting the product.

[19]

To achieve expected / better performance from Channel partners, elements of motivation

needs to be incorporated as under:-

The trade margins

Special incentives

Harmonious relations

Effective communication

Criteria for Performance Appraisal

Market share

Sales intensity

Storage space provided

Inventory holding support

Standard of service provided to customers

Enlistment of new accounts

Market intelligence support

Promotion support

Prompt payment of invoices

Maintenance of business records

Functions of Channels

Facilitation: Bringing buyer and seller to close the deal ( transfer of title and

ownership )

Information: Information about product / services to customers.

Promotion : Products / services ( changeover from earlier product and brand building

of new one )

Negotiation: With customer on behalf of producers regarding price, delivery terms

etc.

Holding inventory and sharing risk: holding and risk cost.

Finance: to reduce burden of manufacturer by way of keeping Security Deposit,

Guarantee etc.

[20]

Providing pre-sale and post-sale services: as producers cannot reach to the

customers.

Warehousing and transportation: stocking, sorting, break bulk, pkg. & dispatch to

members down the channel.

Market feedback and intelligence: product performance, trend, change in habits /

fashion / behavior of customer i.e. Demography.

Exclusive Channel: Product / service sale of only one manufacturer / producer –

showroom / outlet / franchisees.

Selective Channel: product / service sale of different brands / products but in limited

places / locations – branded garments / apparels.

Intensive / Retail Channel: product / service sale of FMCG / Consumer goods – wider

mkt. coverage.

Channel Structure

The manufacturers can use direct, one or multiple channels to reach to their customers.

Channels come in all shapes and sizes and can vary from company to company.

Direct Marketing Techniques

Catalogue

Company Show-room

Catalogue

Company Showroom

Door-to-Door

Online / Internet

Tele shopping / Tele marketing

Direct mailing

Automatic Vending Machines.

[21]

Types of Marketing Intermediates

Sole-Selling Agents, Marketer, C & F Agents, Redistribution stockiest, Stockiest / Distributor

/ Wholesaler, Semi-Wholesaler, Retailer / Dealer, Broker, Franchisees, Authorized

Representatives, Commission Agents, Jobbers.

Objectives of a Firm from Channels

Effective coverage of the target market.

Efficient and cost-effective distribution.

Ensuring that customers incur minimum exertion in procuring the product.

Helping the firm to carry on manufacturing uninterrupted, confident that the channels

will take care of sales.

Partnering the firm in financing and sub-distribution tasks.

Unconventional Channels

We are fully acquainted with conventional / traditional channels i.e.

Manufacturer > Distributor > Wholesaler > Retailer > Shop-Keeper >

Customer

Extent of channel-partners varies from products-to-products and organization to organization.

Since last 5 years, it has been observed that, many organizations prefers to have contact with

customers directly instead of through channel-partners. These channels are referred as

“Direct Marketing Channels or Unconventional Channels”.

Benefits

Supports accurate segmentation and sharper targeting of the market – formulation of

more fine-tuned marketing strategies.

Establishing relationship with the customers due to closer contact which results into

retention of the same-creation of competitive advantage.

[22]

Cost-effective due to elimination of costs associated with channels, advertising- does

not involve marketing channels / stores, advertising / mass promotion.

Facilitates special attention to large accounts-every firm does not have equal weight-

age of customers ( Pareto’s Law of 20:80 > 20% customers contribute 80% of

revenue either of entire business or selective product ) : helps to pay due attention to

customers who give the major chunk of the business.

Helps the customers also-shopping at doorstep, saves time, convenient and hassle-

free, educating themselves about new products/brands-applicable to industrial

consumers also.

Channel innovation that has grown in popularity;

One manufacture distributes product by utilizing another company’s distribution

channel;

Requires that the combined product lines be complementary and appeal to the same

customer.

Establishing Channels

Direct involvement:– the company establishes its own sales force or operates its own

retail stores;

Indirect involvement:– the company utilizes independent agents, distributors, and/or

wholesalers;

Channel strategy must fit the company’s competitive position and marketing

objectives within each national market.

Working with Channel Intermediaries

Select distributors – don’t let them select you;

Look for distributors capable of developing markets, rather than those with a few

good customer contacts;

Treat local distributors as long-term partners, not temporary market-entry vehicles;

Support market entry by committing money, managers, and proven marketing ideas;

From the start, maintain control over marketing strategy;

Make sure distributors provide you with detailed market and financial performance

data;

[23]

Build links among national distributors at the earliest opportunity.

Supply Chain Definitions

a) Supply Chain - Includes all the firms that perform support activities by generating raw

materials, converting them into components or finished products and making them

available to customers;

b) Logistics - The management process that integrates the activities of all companies to

ensure tan efficient flow of goods through the supply chain.

Physical Distribution, Supply Chains, and Logistics Management

a) Order Processing - includes order entry in which the order is actually entered into a

company’s information system; order handling, which involves locating, assembling,

and moving products into distribution and order delivery.

b) Warehousing - Warehouses are used to store goods until they are sold. Distribution

centers are designed to efficiently receive goods from suppliers and then fill orders

for individual stores or customers.

c) Inventory Management - Ensures that a company neither runs out of manufacturing

components or finished goods nor incurs the expense and risk of carrying excessive

stocks of these items.

d) Transportation – The method or mode a company should utilize when moving

products through domestic and global channels.The most common modes of

transportation are rail, truck, air, and water.

COMPETITOR

Following company is competing with Berger paint:

[24]

Asian Paints

Asian paint is the one of the main competitor of the Berger paint. Today Asian Paints is

India's leading paint company. The name Asian Paints itself is used as a synonym to home

painting solutions. In Asia, Asian Paints holds the third position and it is only going to

get higher. Asian Paints India manufactures interior and exterior home paints, paints for

offices, industrial use paints like automotives, aviation, and water based etc.

Asian Paints have applied a key marketing strategy, flooding the leading media channels with

their ads and marketing campaigns. Asian Paints have left the competitor brands way behind

in not just the market share but also the recognition factor.

INTERIOR WALLS PAINTS:

Asian Paints Premium Emulsion

Asian Paints Interior Walls Finish - Luster Or Matt

Tractor Emulsion Smooth Wall Finish

Tractor Acrylic Or Synthetic Distempers

Utsav Acrylic Distemper

Utsav Distemper

EXTERIOR WALLS PAINTS:

Apex

Apex Stretch

Apex Ultima

Apex Textured Exterior Emulsion

Ace Exterior Emulsion

Dulux Paints India

[25]

ICI Dulux Institutional is a world leader in paints. They provide for home decoration and

industrial painting products.

The paint products by Dulux Paints India include paints for

INTERIOR WALLS AND CEILINGS

Dulux Velvet Touch

Velvet Touch - Colour Features 2005

Dulux Supreme 3-in-1

Dulux Acrylic Emulsion

EXTERIOR WALLS

Dulux Weather shield Max

Dulux Weather shield Tex (for textured finish)

Dulux Weather shield

WOODEN SURFACE

ICI Dulux Satin Finish

Super gloss 5-in-1

Dulux Gloss

Dulux Timbertone Melamine

[26]

Kansai Nerolac Paints Ltd India

Nerolac Paints was established as Gahagan Paints and Varnish Co. Ltd. in Mumbai. In

1933, it transformed to Good lass Wall India Ltd. and became a Pvt Ltd. Company in

1946,

Kansai Nerolac Paints is a subsidiary of Japan based Kansai Paint Company Limited that

is one of the top ten coating companies in the world. Nerolac is the second largest in their

field in India with a leading position in industrial and automotive paints also in powder

coatings.

The paint products by Nerolac Paints for Home and Office Walls include

INTERIORSURFACESPAINTS

Water Based:

o Emulsions :

Nerolac Impressions - 24 Carat/ Metallic/ Disney

Nerolac Beauty - Premium Acrylic Emulsion/ Silky Smooth/ Smooth Finish

Distemper:

Beauty Premium Acrylic Distemper

Beauty Acrylic Distemper

Beauty Oil Bound Distemper

Solvent Based:

Nerolac Pearls Luster Finish

Nerolac Synthetic Flat Paint Interior

Enamels:

Nerolac Synthetic

Nerolac Satin

[27]

Emulsions:

Impressions Excel - Anti Peel/ Total

Suraksha Advanced

Nerolac Suraksha

Cement:

Nerocem With Titanium +

Special:

Nerotex Matt Decorative & Protective Exterior Finish

Nerolac Impressions Ever last Self Cleaning with Piolite

These are the domestic use paints and products by Nerolac.

Nerolac is actively involved in providing newer and more innovative paint products to

give you the perfect finish you wish.

[28]

Shalimar Paints Limited India:

Shalimar Paints was incorporated in India in 1902 as Shalimar Paint Color & Varnish Co.

Ltd. It became a public limited company in 1961 and adopted the present name Shalimar

Paints Limited in 1963. Shalimar Paints was the first large-scale manufacturing unit in India

and also in the whole South-East Asia region

Shalimar Paints offers comprehensive products range covering all kinds of paints applicable

in home and office decoration and industrial settings.

The whole range of Shalimar Paints products include:

Synthetic Enamel Paints

Superlac Hi - Gloss Synthetic Enamel

Superlac Satin Finish Soft Sheen Synthetic Enamel

Synthetic Enamel Paints

Xtra Premium 100% Acrylic Exterior Finish

Superlac Acrylic Emulsion

Shaktiman Exterior Acrylic Emulsion

No. 1 Premium Acrylic Distemper

Wood Finishes And Protection Paints

Malalac Melamine Wood Finish

Kiricide Brown And Clear

Black Board Paint

[29]

Aluminum Paints

Lustrol Aluminium Paint

Shalimar GP Aluminium Paint

Putty

Magic Acrylic Wall Putty

Gold Size Glass Putty

Primers

Wall Neutralizing Cement Primer

Water Thinnable Cement Primer

Pink/ Grey Primer For Wood

Red Oxide Metal Primer

Synthetic Red Lead Primer

Red Oxide Zinc Chromate Primer

Zinc Chromate Primer Yellow

Universal White Primer

Rust guard Red Lead Primer

Varnishes and Polish

Superlac Clear Synthetic Varnish

Golden Guinea Copal Varnish

Golden Guinea French Wood Polish

Dry Colors

Heart Brand Dry Colours For Cement Floors

Red Oxide

Deep Black

Green/Blue Oxide

Yellow Oxide

[30]

Research and Methodology

[31]

Research Methodology

Research Methodology is the producer for conducting the research. Research Methodology

should be carefully planned as accuracy. Reliability and adequacy of result depends on the

research methodology followed. It gives the researcher a guideline by which he can decide,

which techniques and procedures will be applicable to a given problem. Moreover, it also

helps in the evaluation of the research by other also. So far he research to be purposeful and

effectives.

Research design:

Research design is important primarily because of the increased complexity in the market as

well as marketing approaches available to the researchers. In fact, it is the key to the

evolution of successful marketing strategies and programmers. It is an important tool to study

buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A research

design specifies the methods and procedures for conducting a particular study. According to

Kerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation

conceived as to obtain answers to research questions and to control variance.

Data collection methods:

After the research problem, we have to identify and select which type of data is to research.

At this stage; we have to organize a field survey to collect the data. One of the important

tools for conducting market research is the availability of necessary and useful data.

Primary data:

Primary data is that data which is collected first hand from sources such as historical

documents literature texts, artistic works, experiments, surveys, interviews etc.

Sources of primary data:

Survey

Interview

[32]

Secondary Data:

It refers to existing primary data that was collected by someone else for other purpose.

The Company’s profile, journals and various literature studies, magazines are

important sources of secondary data.

Data analysis and interpretation

Questionnaires

2. Tabulation and

3. Pie chart and Bar chart

Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains question that

the researcher wishes to ask his respondents which is always guided by the objective of the

survey.

Preparation of report:

The report was based on the analysis and presented with the findings and suggestions. The

sample of the questionnaires is attached with the report itself.

Sampling Unit:

A decision has to be taken concerning a sampling unit before selecting the no.

of samples. It may be geographical as well as individual. Here Gorakhpur

‘city’ has been taken dealers unit the basis of map that which areas would be

essential for the survey. Judgment sampling was taken for this purpose.

Sampling Methodology:

No. of questions in questionnaires for customer: 10

Sampling size: 100

[33]

Data Analysis & Interpretation

[34]

Q.1. Ratio between dealer and sub-dealer.

Ratio of dealer and sub dealer No. of respondents

Dealer 75

Sub dealer 25

Total 100

75%

25%

Dealers sub dealers ratio

Dealer Sub dealer

Interpretation

Above graph shows that 75% respondents are dealers while 25% respondents are sub dealer.

[35]

Q.2. Turnover of specific company brand. (a)0- 2.5 lac (b)2.5- 5 lac (c )5- 10 lac (d)10- 20 lac (e)20 - 40 lac (f)more than 40 lac

Turnover No of respondent0-2.5 lac 52.5-5 lac 255-10 lac 5510-20 lac 1020-40 lac 3

More than 40 lac 2Total 100

0-2.5 lac 2.5-5 lac 5-10 lac 10-20 lac 20-40 lac More than 40 lac

5%

25%

55%

10%

3% 2%

Monthly turnover of the brand

Interpretation

The above graph shows that 55% respondent has the monthly turnover is 5-10 lac while 25% respondents has monthly turnover is 2.5-5 lac and rest respondent has monthly turnover is less than 10%.

Q.3. According to you which type of Paint highly demanded?

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a) Enamel b) Emulsion

Highly demanded paint No. of respondentsEnamel 60

Emulsion 40Total 100

60%

40%

Highly demanded paint

Enamel Emulsion

Interpretation:The above graph shown the ratio of enamel & emulsion means which

one is highly demanded and the ratio is 60:40.

Q.4.State the percentage of Emulsion sale for the following: a) Exterior

[37]

b) Interior

Percentage of Emulsion sale No. of respondents

Exterior 65

Interior 35

Total 100

Interpretipon:

The above graph shown the percentage of enamel & emulsion & the ratio is 60:40.In emulsion the percentage of exterior & interior is 65:35.

[38]

65%

35%

Percentage of exterior and interior sale

Exterior Interior

Q.5. Specified the Brand name and Quality of Exterior Emulsion.

a) Asian paints b) Berger paints c) Nerolac paints d) ICI

e) Other

Brand name and Quality of Exterior Emulsion

No. of respondents

Asian paints 50

Berger paints 30

Nerolac paints 10

ICI 6

Other 4

Total 100

Asian paints Berger paints Nerolac paints ICI Other

50%

30%

10% 6% 4%

Percentage sale of Exterior Emulsion

Interpretipon:

The above graph represent the percentage of exterior emulsion of different brands in the market.50%market covered by Asian paints and 30%covered by Berger paint and 10% by Neolac 6%by ICI and 4%by others.

[39]

Q.6. Specified the Brand name and Quality of Interior Emulsion.

a) Asian paints b) Berger paints c) Nerolac paints d) ICI

e) Other

Brand name and Quality of Interior Emulsion No. of respondentsAsian paints 45Berger paints 35Nerolac paints 10

ICI 6Other 4Total 100

Asian paints Berger paints Nerolac paints ICI Other

45%

35%

10%6%

4%

Percentage sale of Interior Emulsion

Interpretation:

The percentage of interior emulsion 45% covered by Asian paints 35% covered by Berger paints 10% covered by Nerolac 6% covered by ICI and remaining 4% covered by others.

Q.7. Specified the brand name and Quality of enamel.

[40]

a) Asian paints b) Berger paints c) Nerolac paints d) ICI

e) Other

Quality of enamel No. of respondents

Asian paints 40

Berger paints 35

Nerolac paints 10

ICI 9

Other 6

Total 100

Asian paints Berger paints Nerolac paints ICI Other

40%

35%

10% 9%6%

Sale of Enamel and Emulsion (particular Brand)

Interpretation:

The above graph shows the percentage of enamel of different brands in the market .40% market covered by Asian paints 35% covered by Berger paints 10% covered by Nerolac 9% covered by ICI 6% covered by others.

Q.8. Which company’ wood coating do you sell, and how much?

[41]

a) Asian paints b) Berger paintsc) Nerolac paints d) ICI

e) Other

wood coating sale No. of respondents

Asian paints 45

Berger paints 30

Nerolac paints 15

ICI 7

Other 3

Total 100

Asian paints Berger paints Nerolac paints ICI Other

45%

30%

15%

7%3%

Percentage sale of wood coating

Interpretation:

The above graph shows percentage of sale of wood coating. 45% is Asian paints 30% is Berger paints 15% is Nerolac 7% is ICI and remaining 3% is covered by others.

Q.9. What are your observation in last 5 yr, regarding up gradation & quality Consciousness of customers their needs and wants?

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a) Highly satisfactory b) Satisfactoryc) Dissatisfactory d) highly dissatisfactory

Gradation & quality consciousness of customers No. of respondentHighly satisfactory 30

Satisfactory 55Dissatisfactory 10

Highly dissatisfactory 5Total 100

Highly satisfactory Satisfactory Dissatisfactory Highly dissatisfactory

30%

55%

10%5%

observation in last 5yr's up gradation & quality consciousness of customers

Interpretation: The above graph shows the up gradation and quality consciousness of

customers.30% highly satisfied 55% satisfied 10% dissatisfied and remaining 5% is highly dissatisfied.

Q.10. As a dealer give your opinion, where company should focus upon:(a) Behavior of company personal (b) Clarity in accounting

[43]

(c) Marketing Activity (d) Advertisement (e) Painter Activity (f) Quality of Supply (g) Others

Dealer’s opinion about company No. of respondentsBehavior of company personal 7

Clarity in accounting 13Marketing Activity 14

Advertisement 20Painter Activity 5

Quality of Supply 40Others 1Total 100

Clarity

in ac

counting

Marketi

ng Acti

vity

Adverti

semen

t

Painter

Activit

y

Quality

of Supply

Others0%5%

10%15%20%25%30%35%40%45%

Series1

Interpretation: The above graph shows the dealer’s opinion about company

department. 40% suggest the focus should be on quality of supply,5% suggest painter activity, 20% suggest advertisement,14% suggest marketing activity,13% suggest clarity in account,7% suggest behavior of company personal.

[44]

Findings and Conclusion

FINDINGS

From the analysis of the data collected, we conclude that:

[45]

Company should focus upon behavior of company personal.

Enamel is highly demanded in Gorakhpur area.

35% market covered by Berger paint.

Most of dealer prefer Trip and cash scheme which provide by company.

Sale of Enamel is 60% and the sale of Emulsion is 40%.

Average turnover of the Shop is approximate 5-7 lack.

Percentage sale of wood coating is approximate 35%.

CONCLUSION

From the analysis of the data collected, we conclude that:

Most of the paint market in Gorakhpur is covered by Asian Paints.

Berger Paint is on second position in Gorakhpur paint market.

The main competitor of Berger paint are Asian, Nerolac ,Shalimar ,ICI others.

Customer are now become brand loyal, they need good quality in cheaper price.

Some improvement require in supply.

Most of dealer prefer Trip and cash scheme which provide by company.

[46]

Recommendation

[47]

RECOMMENDATIONS:

During my training of two months in Berger paint India Limited, I observed that Berger paint

is establishing its position in the Indian market in terms of its decorative paint. But there is a

lot of scope for its improvement in the level of customer service provided by the company.

So here are some suggestions and recommendations for the company for improving their

customer service.

Grievance Redressed : - The Company should recognize that customer’s expectations

can be better appreciated through personal interaction with customers by company’s staff.

Structured customer meets, say once in a month will give a message to the customers that the

company cares for them and values their feedback/suggestions for improvement in customer

service. As for the company, the feedback from customers would be valuable input for

revising its product and services to meet customer requirements.

Turnaround time: - It is the time taken in the placement of an order and its delivery.

Most important way to make customers happy is to reduce the time taken in delivering the

service to them.

Quality of products: - The customer is interested in how he/she can benefit from the

company and its products. Improvements can be made in the products of the company.

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Limitations

[49]

LIMITATIONS

Lack of awareness of Paint market :-Since the area is not known before it takes

lot of time in convincing Dealer /Sub-Dealer for gathering information.

Mostly people comfortable with local paints : - More of the customer are

comfortable with local paint because of low cost and easy availability.

Some respondents are unwilling to talk : Some respondents either do not have

time or willing does not respond as they are quite annoyed with the phone call and

also at the time of direct marketing.

Inaccurate Information :- Most of time the respondent are avoid to share

accurate information with us because of fear.

[50]

Annexure

[51]

QUESTIONNAIRE

Name of the shop:

…………………………………………………………………………………. …..

Address:

…………………………………………………………………………………………………

……………………………………………………………………………

Name of proprietor

…………………………………………………………………………………………………

……………………………………………………………………………

Contact No……………………………………………………………………………………

1. Dealer Sub dealer

(a) If dealer, then

Name of the company…………………………………………………

(b)If sub- dealer then,

(!)Name of wholesaler……………………………………………………

(!!)Do you want to deal directly with company?

Yes No

2. Turnover of specific company/brand.

(a)0- 2.5 lac (b)2.5- 5 lac (c )5- 10 lac

(d)10- 20 lac (e)20 - 40 lac (f)more than 40 lac

3. According to you which type of Paint highly demanded

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a) Enamel

b) Emulsion

4. State the percentage of Emulsion sale for the following:

a) Exterior

b) Interior

(5. Specified the Brand name and Quality of Exterior Emulsion

a) Asian paints b) Berger paints

c) Nerolac paints d) ICI

e) Other

6. Specified the Brand name and Quality of Interior Emulsion.

a) Asian paints b) Berger paints

c) Nerolac paints d) ICI

e) Other

7. Specified the brand name and Quality of enamel.

a) Asian paints b) Berger paints

c) Nerolac paints d) ICI

e) Other

8. Which company’ wood coating do you sell, and how much?

a) Asian paints b) Berger paints

c) Nerolac paints d) ICI

e) Other

9. What are your observation in last 5 yr, , regarding up gradation & quality

consciousness of customers their needs and why ?

a) Highly satisfactory b) Satisfactory

c) Dissatisfactory d) Highly dissatisfactory

10. As a dealer give your opinion, where company should focus upon.

(a) Behavior of company personal (b) Clarity in accounting

(c) Marketing Activity (d) Advertisement

(e) Painter Activity (f) Quality of Supply

(g) Others

[53]

Bibliography

[54]

BIBLIOGRAPHY

The preparation of this project was with the help of following references:

www.google.com

www.paintindustry.com

www.Asianpaintindia.com

www.encyclopaedia.com

www.wikipaedia.com

And other sources of information is-

News paper

Magazine

Others

Books Refer

Research Methodology C. R. Kothari

Marketing Philip Kotler

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