AUTUMN TRAINING PROJECT REPORT ON

Activation Of Master Painters Associated With Berger Paints

Submitted By
BISHAL ROY
18005
Post Graduate Diploma in Management

Under the guidance of

Industry Mentor: Faculty Mentor:

Mr. Soumo Sirkar Prof. Suman Kumar
Senior Manager Principal/Acting
Berger Paints Calcutta Business School
 CERTIFICATE

This is to certify that the project work done on ANALYSIS OF THE

ACTIVATION OF MASTER PAINTERS ASSOCIATED WITH
BERGER PAINTS INDIA LTD. is a bonafide work carried out by Bishal
Roy under my supervision and guidance. The project report is submitted towards
the partial fulfillment of 2 year, full time Post Graduate Diploma in Management.
This work has not been submitted anywhere else for any other degree/diploma.
The original work was carried during 22th October to 30th November in Berger
Paints.

Date: 04/01/2019 Name -

Bishal Roy Roll No -18005

Sign of Industry Guide Signature of Faculty

 DECLARATION

I, Bishal Roy, hereby declare that the project work entitled “CONSUMER
SATISFACTION & FEEDBACK ON BERGER PAINTS INDIA LTD.
submitted towards partial fulfillment of requirements for the award of Post
Graduate Diploma in Management is my original work and the dissertation has
not formed the basis for award of any degree, associate ship, fellowship or any
similar title to the best of my knowledge.

Name – Bishal Roy

Roll No. - 18005
Place: Kolkata
Date:04/01/2019
 ACKNOWLEDGEMENT

I Bishal Roy, PGDM Student in Calcutta Business School, Kolkata is highly

grateful to all those who guided me in completing this Autumn Internship Project.

First of all, I would like to express my sentiments of gratitude and indebtedness

to the entire family of BERGER PAINTS INDIA LTD and especially Mr.
SOUMO SANKAR SIRCAR, Admin, who provided me such a wonderful
opportunity to do Autumn Internship and provided their valuable suggestions in
understanding the work of the Project. Last but not the least, I would like to thank
my Project Guide, Prof. SUMAN KUMAR DAWN of Calcutta Business
School for importing his valuable guidance to me. The success and final outcome
of this project required a lot of guidance and assistance from many sources like
secondary data and primary data and I am extremely fortunate to have got this all
along the completion of my project work.

Thanking You

Name – Bishal Roy Roll No - 18005

 CONTENT

S.NO Topic

1. Introduction
2. Company Profile
3. Brief Description about painting
4. Company History
5. Company policy
6. Competitors
7. Marketing mix
8. Research Methodology
9. Observation
10. Conclusion
11. Recommendation
12. Bibliography
 INTRODUCTION

The name Berger or Lewis Berger is today synonymous with colour worldwide. But actually
the origin of the name dates back to over two & a half centuries in England in 1760, when a
young colour 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 colour, which was the colour 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 colour & paints still continues. 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 AlexendeR 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.
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 GS.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.
 COMPANY PROFILE

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.

Berger Paints
Type Public company
Industry Paints
Founded December 17, 1923; 95 years ago
Kolkata
Headquarters ,
India
Kuldip Singh Dhingra (Chairman),
Gurbachan Singh Dhingra (Vice
Key people
Chairman), Abhijit Roy (MD &
CEO)
Paints, Coatings, Wallpaper,
Products Construction Chemicals and allied
products
₹5,165.73 crore (US$720 million)
Revenue
(2018)[1]
Operating ₹718.55 crore (US$100 million)
income (2018)[2]
₹460.83 crore (US$64 million)
Net income
(2018)[3]
₹3,504.70 crore (US$490 million)
Total assets
(2018)[4]
Number of
3,98500+ (2018)
employees
Website www.bergerpaints.com
FULL DESCRIPTION

Berger Paints India Limited is engaged in the manufacture of paints and varnishes, enamels or
lacquers. The Company offers products in categories, including interior wall coatings, exterior
wall coatings, Berger metal and wood paints, protective coating, undercoats and construction
chemicals. Its designer finishes include Silk Illusions Design Metallica, Silk Illusions Non
Metallic, Silk Illusions Metallica and Silk Illusions Marble Finish. Its interior emulsions
include Silk Luxury Emulsion, Easy Clean, Rangoli Total Care and Bison Acrylic Emulsion.
Its interior wall distempers include Bison Distemper. The Company's exterior emulsions
include WeatherCoat All Guard, WeatherCoat Longlife, WeatherCoat Smooth, Walmasta,
WeatherCoat Tile Protektor and WeatherCoat Kool & Seal. It also offers WeatherCoat Texture,
Tartaruga Hi-Build and Tartaruga. It offers enamels, such as Breathe Easy Enamel, Luxol
Lustre, Luxol Satin Enamel, Luxol High Glos Luxol High Gloss Enamel and Berger Butterfly
GP Enamel.

OBJECTIVES

Filling up the Know Your Painter form. That form containing the details ( how much the painter
is lifting paints in one year , is he only lifts paints of Berger or other, No. of Painters working
under him, No. Of projects handled, Total value of purchase last year [in lacs], total
consumption of Paint LY [Volume in KL], Total Consumption of Emulsion Paint [Volume in
KL])
• To collect appropriate contractors & Painters Identification who are enlisted with Berger
paints (Address proof, passport size photograph)
• Calling done to the inactive/dead master painter to make them active
• Survey done in the market to know how many painters bought the express painting tools
• Helped the painters to lift their points via phone to make them active.
BRIEF DESCRIPTION ABOUT PAINTING

What is paint?
Paint is a mixture of ( 1 ) Pigment, ( 2 ) Extenders, ( 3 ) Binders , ( 4 ) Solvents, ( 5 )
Additives, It generally gives an opaque film, some time transparent paint film also. It is
available in the form of liquid (Solvent base enamel paints & primers), in the form of thick,
curdy like viscous liquid, (emulsion paints for walls) in the form of paste (Putty type) and in
the form of powder (oxides for floor, cement paint, powder base putty, etc) It gives glossy
finish, some time semi glossy paint, some time sheen finish and some time matt finish. There
are two types of paint such as (a) Solvent base and (2) Water base.

Why we paint the surface?

The main objective of painting are ( 1 ) To protect the surface from many factors like – Rain,
saline water, heat, sunlight, UV rays, dust etc. ( 2 ) To give aesthetic look and ( 3 ) To guide
people the traffic rules etc. The paints are many types like – Decorative paints, Protective
coatings, Industrial paints, automotive paints and Powder coatings.

What are the basic tools used while painting?

We generally use the following (1) Paint brush (different types) (2) Sand papers / Water
papers of different grades (3) Waste cloth (4) Putty knives (5) Spray gun (conventional type
and air less type).

PIGMENT:
Pigment gives color to the paint. When applied on a surface it gives as opaque paint film to
the surface. The pigments are 2 types. Those are (1) Organic pigment (2) In organic pigment.
The pigments are available in the form of powder .It is responsible for coverage and hiding.
Higher the pigment higher the coverage / hiding. Lower the pigment is reverse. Please note
there are some colors, who give lower coverage and lower hiding by birth. Those pigments
are Yellow color, Red color, and Orange color. The organic pigments are clean in color
whereas inorganic pigments are dirty in color. Price wise Organic are costly and in organics
are cheaper. Life on wall inorganic pigments gives better life as compared to organic.
Extender:
In general chemically it is inert. Some of the extenders are processed minerals where as
others are chemically prepared. The names of some extenders are as follows:- ( 1 ) Barites
(2)Whiting ( 3 ) China clay ( 4 ) Soap stone ( 5 ) French chalk ( 6 ) Mica and there
many. It does not give any colour and therefore no hiding property. The difference between
the pigment and extender is Refractive Index (RI) In case of pigments the RI is higher as
compared to extender. Please note that higher the RI is higher the hiding/opacity and
obviously in coverage. Therefore when extenders are used in paint binder it gives no color,
and virtually transparent. The main reasons we used extenders in paint are to reduce gloss of
paint. Higher %age of extender used in paint reduces more and more gloss of paint and it
moves towards Gloss to high sheen finish, Sheen finish to Matt finish. In other words we can
call extenders as matting agent.

Binder
In simplest way it can be defined as one that bind pigments and extender (if any) together and
ensures adherence of paint to the substrate when applied as paint. Pigments and extenders are
grinded and dispersed in the binder during manufacturing process. It is mainly responsible for
giving life to the paint when applied on surface. When we applied paints on a substance, it
starts fight with( 1 ) Corrosion ( 2 ) Water ( 3 ) Heat ( 4 ) Air ( 5 ) Light and ( 6 ) Earth
i.e. Dust. The binder quality decides its durability, which means up to what extent it
(Binder) can fight with above factors. Weaker the binder, reduces the life of paint, and
ultimately the life of surface reduces. It’s a national loss. We made loss to the nation is about
50 thousand crore per year. It is our responsibilities to arrest this loss. How it is possible? It is
possible only to understand the importance of pant and painting.

Solvents
It is liquid material. It is used in 3 states like (1) In manufacturing process of Binder (2) In
manufacturing process of paints and (3) While in application process of paints. After
application of paints on substrates it evaporates to air. There are two (2) types of solvents
such as Aromatic solvent and Aliphatic solvent. Aliphatic solvents are petroleum bi products
whereas Aromatic solvents are Coal bi products. Aliphatic solvents are slow evaporating
whereas Aromatic solvents are fast evaporating solvents.

Additives
Additives are many in numbers, but each one are used less in quantity. It upgrades the quality
of paints. Use of excessive quantities of Additives will create problems. The maximum
quantities you can use are 5% maximum. It is used to improve the following properties of
paints.
AN OVERVIEW ON PAINTING INDUSTRY

Indian Paint Industry – Sweet Spot

Urbanization is an “Index of transformation from traditional rural economies to modern
industrial one.” Over the last 4-5 years; the economic growth in India reported an average
growth of ~8%, leading to explosion of urbanization & development in rural India. Also rural
spending has started to outpace urban consumption trend fuelled by a strong increase in
incomes, led by rising non-farm employment opportunities and the government’s focus on
rural
employment generation schemes. This has led to growth at a CAGR of 15% in last 5 years
(FY07
12) in the Indian Paint Industry which is estimated to be at `291 Bn in FY12. Even the paint
volumes growth is closely related with the GDP growth rate & has grown on an average 1.7 –
2.1x GDP. Thus, going forward with economy revival, changing lifestyle & public
aspirations, we
believe the Indian Paint Industry is expected to conservatively grow at a CAGR of 15% for
next 3
years to be 443 Bn industry by FY2015E.

EMULSION Paints – Customers Choice

The Paint Industry is dominated by decorative paints (77%) & Industrial paints (23%).
Emulsion,
which constitutes the majority share of decorative paints, is the fastest growing segment of
the
paint industry. 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
branded quality products among the masses. The growing popularity of branded quality
paints
& increasing income levels of people residing in Tier-II and Tier-III cities has led to a shift in
demand from unorganized players to organized players & pushed the growth & shift towards
premium paint segment i.e. “Emulsion” category from “Distemper & Primer” Category.

Customer Centric Approach – Key Sales Driver

With the changing landscape of Indian Paint Industry – from B2B to B2C, Organized players
have aggressively taken marketing initiatives –to involve customers in paint selection process
,
creating awareness of product differentiating features like Zero VOC, Low VOC, lead free &
eco
friendly products, opening customer friendly concept stores like “Color World, Impression
Stores, Kids World“ for customers to touch & feel “ Textures, designs, Glow & Disney
themes”
& providing unique professional services of product consultancy and color consultancy
through
“Home Solutions & Home Stylers”, Interactive Call Centre & Simulation Software based
websites , Social Media Campaigns on Face Book & Twitter etc have assisted in creating &
meeting the demand related to lifestyle conscious people to upgrade & change customer
preferences. We believe such marketing initiatives with aggressive advertising spends would
go
a long way in creating a strong brand image & customer loyalty paving way for rapid
penetration & Shift in favor of Organized players vs. Unorganized players in Tier II & Tier
III cities.
THE STRUCTURE OF INDIAN PAINT INDUSTRY

Indian Paint Industry is over 1000 years old. Its beginning can be traced back to the setting up
of a factory by Shalimar paints in Calcutta back in 1902. Till the Second World War 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, which in a way is the current scenario
as well. The initial decades saw the complete dominance of British Paint companies such as
Goodlass Nerolac (now Kansai Nerolac), ICI, British Paints (now Berger Paints), Jenson &
Nicholson and Blundell & Eomite. The Indian Paints sector is valued at Rs 6,800 crores in
value terms and is very fragmented. The current demand is estimated to be around 650,000
tons per annum and is seasonal in nature. The per capita consumption of paints in India
stands at 1.0-kg p.a. as compared to 1.6 kg in China and 22 kg in the developed economies.
India's share in the world paint market is just 0.6%.
The Indian Paint industry can be divided as:
The organized sector comprising of large and medium size units
The unorganized or the small scale sector.
There are now twelve players in the organized sector with a market share of 77%. This is in
contrast to the 55% share that the sector commanded a few years back. Major companies in
this segment include Asian Paints (42% market share), Berger Paints (23% market share), ICI
(6% market share), Kansai Nerolac (10% market share), Jenson Nicholson (4% market
share), Shalimar Paints and Rajdoot Paints. The organized sector has grown at a CAGR of
11.5% in the last five years. The unorganized sector comprising of over 2000 units has a
combined market share of around 30%. The major players are Asian Paints, Kansai Nerolac,
Berger, ICI and Shalimar. Recently, world leaders like Akzo Noble, PPG, Dupont and BASF
have set up base in India with product ranges such as auto refinishes powders and industrial
coatings. Kansai Paints of Japan, which entered into collaboration with Kansai Nerolac in
1984, is now the holding company for Kansai 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. In the
1990s, helped by a growing economy, the paint industry had recorded a healthy growth of 12-
13 % annually. This was mainly due to a drastic reduction in excise from a staggering 40% to
16%. However, the growth was restricted in 2000-03 to single digits. There was a revival in
2003-2004 with a robust growth of 13%.8.The per capita consumption of paint in India is 700
grams against 19 kg in the U.S., and 2.7 kg and 5.8 kg in other developing countries like
China and Brazil. As the consumption goes with affordability, the low Indian figure is not a
surprise. High excise duties, low technology and low capital costs for production led to the
incidence of a high number of units in the small scale sector. However, since 1992 the
government has been consistently lowering duties from 40.5% in 1992 to around 16%
currently. This has led to lowering of price differential between the organized and
unorganized sector. Moreover the paints sector was also allowed to claim MODVAT credit
on petro-based products, thus lowering the excise incidence further.
 KEYS TO THE GROWTH OF PAINT INDUSTRY

1. Increasing level of income and education – The increasing proportion of young population
along with increasing disposable incomes is leading to a change in consumer habits. The
Indian economy is shifting from a savings economy to a spending economy. With more
income at their disposal, people are now ready to pay for better products and paint is no
exception.
Educated consumers are more brands conscious and seek value in what they consume. Thus,
paint companies offering value-added features like non-toxicity, weather protection, texture,
eco-friendly production, etc. will attract more demand. These value-added products enable
the manufacturers to earn a better premium as compared to the regular paints, thus offering
higher margins.
2) Increasing Urbanization: Urbanization is leading to a shift from temporary houses 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
houses, interior design is becoming a fashion statement and a lot of paint is used to decorate
the interiors. This will lead to an increase in the per capita consumption of paint which will
increase the overall demand of paint. Urbanization also brings more nuclear families. More
nuclear families mean more number of houses even for the existing population thus further
driving the demand.
3) 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 of tinting machines at retail outlets. These tinting
machines offer a wide variety of colour shade options to choose from. The unorganized
players are not in a position to offer such facility as it is comparatively capital intensive. Shift
in use, from distemper segment towards premier segment is also shifting market share from
the unorganized sector to the organized sector.
4) Development of the Realty, Automobile and Infrastructure sector: The growth of the
paint industry is largely dependent on the development of the realty and housing sector, as
decorative segment generates about 70% of the total paint demand from this sector. The
Automobile segment generates more than two-third of the demand for Industrial paints, and
hence is the growth driver for Industrial Paints. The Infrastructure segment creates direct
demand for paints as well as creates indirect demand through supporting the growth of the
realty, automobile, FMCG and other industries where paint is used.
The growth potential in the above 3 sectors is immense, the paint industry being dependent
on these 3 sectors is expected to grow along with them.
5) Availability of financing options: Easier housing finance and auto finance is expected to
favor more people to buy houses and travel in personal vehicles. This will drive the growth of
housing and automobile sector, of which the Paint industry will get its share.
6) Increasing Penetration in the Rural Markets: Paint usage in rural areas is generally in the
distemper segment, hence dominated by the unorganized players. Demand in rural areas are
dependent on agriculture, which is dependent on the monsoons. With the development of
irrigation facility, the dependence of agricultural output on monsoons will be on a decreasing
trend. Also, with the modernization of agriculture and accompanying development of rural
India, consumer preferences are expected to improve. Paint companies are expanding their
distribution network in rural parts of India, which is a relatively untapped market for the
organized players. These factors supported by the increasing penetration of the paint
companies will help drive the demand for paints.
 COMPANY HISTORY

The name Berger or Lewis Berger is today synonymous with colour worldwide. But
actually the origin of the name dates back to over two & a half centuries in England
in 1760, when a young colour 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 colour, which was the
colour 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 colour &
paints still continues.

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. Alexender 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 able 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.
 COMPANY 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 Programmes for all employees.
 Creating an environment which encourages team effort and where each individual's
contribution is recognised and valued.

Top 10 paints companies in India:

1. ASIAN PAINTS

2. BERGER PAINTS

3. KANSAI NEROLAC

4. JENSON & NICHOLSON (I) LTD

5. SHALIMAR PAINTS

6. BRITISH PAINTS

7. SNOWCEM PAINTS

8. DULUX PAINTS

9. SHEENLAC PAINTS

10. NIPPON PAINTS

 COMPETITORS

ASIAN PAINTS
Asian Paints Limited (BSE: 500820, NSE: ASIANPAINT) is an Indian multinational paint
company headquartered in Mumbai, Maharashtra.[2] The Company is engaged in the business
of manufacturing, selling and distribution of paints, coatings, products related to home decor,
bath fittings and providing of related services. Asian Paints is India's largest and Asia's third
largest paints corporation.[3][4][5] As of 2015, it has the largest market share with 54.1% in the
Indian paint industry.[6] Asian Paints is the holding company of Berger International.

NIROLAC PAINTS
Kansai Nerolac Paints Limited (BSE: 500165, NSE: KANSAINER) (formerly known as
Goodlass 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. As of 2015, it
has the third largest market share with 15.4% in the Indian paint industry. 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.

SHALIMAR PAINTS

Shalimar Paints BSE: 509874 is an Indian paints manufacturing company. The company is
engaged in manufacturing and marketing of decorative paints and industrial coatings. Some
of India’s buildings and structures such as the Howrah Bridge, Rashtrapati Bhawan, Salt
Lake Stadium, All India Institute of Medical Sciences, and many others, continue to be
painted with Shalimar Paints.[3]
 MARKETING MIX RELATED TO BERGER PAINTS

Marketing decisions fall into four main controllable categories namely

Product
Place
Price
Promotion
Relating these factors with respect to Berger Paints

Product:
Berger is committed to offer quality products that satisfy consumers’ ultimate desires from
paints with the help of state-of–art technology. Berger always believes in one step ahead in
offering new product to create more value for customers’ money. Berger outsmarts other
competitors of the market through its one step in advance policy and innovative market offers.
Berger is trying to fill up all holes of the market through offering a wide range of products to
meet the needs (Premium to Economy Paints) of different types of users and to solve the
different types of functional requirements (Industrial, Decorative & Marine). Due to shift in
market growth trends Berger is trying to establish itself in the economy segment of the paint
market.

Place :-
Another major component of marketing mix is place. During our visit at BERGER I was able
to include inventory, transportation, coverage, channel, logistics and market and market
segments etc. under these marketing mix components.
Differentiated market segment
Berger’s market segments are differentiated. They use different types of marketing mix for
different segments. Their product quality, advertisement, promotional techniques, price are
high for upper class customers. Again for the people of middle class on the basis of their
income, occupation, taste, lifestyle different marketing policies are applied. We can observe
this deviation in TV advertisement.

Inventory
BERGER has divided their products in A,B,C category. For inventorying their products
BERGER is following some storing norms. Depending on this storing norms company decides
how long their product will stay in the market in accordance with the existing sales trend of
that particular product. This is how the firm can determine when to order and how much to
order.

Transportation
To ensure customer satisfaction BERGER uses modern and fastest going covered van as
transportation carrier while moving goods from depots to dealers. But when they move goods
from factory to depots they use public transportation carriers such as truck and railway as rental
basis.

Distribution network
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
85 depots, several regional & area offices, besides four facilities overseas. It has a workforce
of over 2500 employees and a countrywide distribution network of 15000 plus dealers. The
orders are collected by the sales executives and passed on to the nearest depot. The depots are
fed by regional warehouses. These depots maintain a minimum order quantity which is arrived
at from the monthly demand forecast. The material is dispatched from the depot in the name of
the dealer. Generally some orders of the same region are clubbed together and dispatched in
trucks. Finally the truck is unloaded and the small orders of the dealers are dispatched to them.
Price:-
In the paints industry price is the used only as a differentiator between the various segments in
the same product line. The prices of different brands in the same segment remain more or less
similar, with just a difference of 30 to 40 paisa per square feet. Some of the specialty products,
which are not produced by all brands, may be priced at a higher price.
Pricing decisions in the paint industry largely depend on the price of the inputs like petro
products, other raw materials, excise duties and taxes and the general operating profits.
Generally increase or decrease of prices is affected across all brands in the market. Most of the
paint companies offer a 5% margin to the dealer. Due to internal competition, the dealers pass
on this advantage to the customers by reducing their own margins to 2-3%. This is a cause of
concern for the paint companies because they have to keep a constant check on the prices
offered in the market. The dealers offer more of discounts and the companies are not able to
firm up the prices. Paint companies offer a lot of discounts like cash discounts, volume
BERGER
Customer
Customer Direct dealer

Direct channel
Indirect channel

discounts, seasonal discounts and allowances. The dealers take advantage of these discounts to
gather more business.

Promotion:-
The paint industry until 1999 was concentrated mostly on increasing sales by intensive trade
promotion wherein the dealers, contractors and other components of the supply chain. There
was little emphasis on theme advertising directed towards the customer. A recent trend that is
emerging in the Indian paint market is that the major brands have all identified the importance
of reaching out to the common man instead of just limiting themselves to the intermediaries.
Advertising strategy: BERGER follows different strategy for developing its strategy. It
depends on some characteristics that is product life time, brand etc. Media: Berger used
different media for advertising like- on-air advertisement, television, newspaper, magazines.
The dealers are educated with the company background, products and service etc The time to
time selling incentive are given by company according to performance of de aler and market
demand. In-Store Displays: Point-of-Purchase, Berger paints Banners, Demonstrations of color
on wall, etc are provided by the company. Temporary Price Reduction (TPR): They get margins
plus some incentives promotion scheme to maintain the dealer. Contests: Dealer to dealer
contest is kept to promote push strategy and best dealer gets the reward. Berger paints likes to
do the same within same geographic areas. Sampling: Allowing the dealer to experience the
product or service by providing free samples so as he can promote word of mouth. Berger’s
sales promotion consists of short-term incentives to encourage the purchase of sale of a product
or services. Berger Paint’s advertising has created brand awareness, highlighted what the brand
has to offer and has consistently brought all of it top-of-the-mind for the customer. But the
outreach effort does not end there. Berger Paints has recognized the importance of
communicating to and involving key players who influence the final brand choice. These
include channel partners, contractors and painters, on whom Berger Paints focuses by initiating
and developing innovative activities and promotions. This helps build the Berger Paints family
so that customers get a high degree of personalized service and professional guidance to
facilitate their final decision.
Sales Promotion:
Sales Promotion is an important component of marketing communications mix. It adds an extra
value to the product and hence prompts the dealer or consumer to buy the product. In a specific
sense, sales promotion includes those sales activities that supplement both personal selling and
advertising, and coordinate them and make them effective, such as displays, shows,
demonstrations and other non-recurrent selling efforts not in the ordinary routine.

Sales promotion can be used:

For facilitating introduction of new products
For overcoming unique competitive situation
 For unloading accumulated inventory
For overcoming seasonal slumps
For getting new accounts
For retrieving lost accounts
As a support and supplement to the advertising effort
As a support and supplement to the salesmen’s effort
For persuading salesmen to sell the full line of product
For persuading the dealer to buy more or increase the size of order

Commonly Used Tools and Techniques of Sales Promotion:

Demonstrations
Trade Fairs and Exhibition
Coupons, Premiums, Free offers, Price-offs, etc
Free samples
Joint promotion
Contests (consumer contests, dealer contests)
Merchandising or Display
Sales promotion on the internet

The company has been concentrating more on sales promotion than on advertising. On
analyzing the customer survey data it becomes evident that since the customer is returning to
the store after an average of about three years it is better to concentrate more on the dealers
who are in the business throughout the year. Keeping this in mind the company’s decision of
doing more sales promotion than advertising stands justified. Sales promotion can broadly be
divided into two categories:

1) Customer Promotion – This section includes all the sales promotion activities directed
towards the customers. Scratch cards that are provided with specific size of packages are
examples. The company comes out with many different sales promotion schemes during the
festival season, especially the Durga Puja festival in Orissa and West Bengal. There are a
number of gifts and schemes on the larger packs. Coupons and free gifts are offered on packs
of more than 10 kgs. The company also offers a large number of services to the customers to
assist them in their buying decisions. These services are offered on the company’s website to
make it accessible to a very wide range of customers.
2) Trade promotion – As part of the company’s policy, huge emphasis is given on trade
promotion. The dealers and contractors who are a part of the distribution chain are given special
attention. The company comes up with several incentive schemes for the dealers. The most
popular schemes include cash discounts, foreign trips and gifts such as refrigerators etc for
dealers who succeed in meeting or exceeding pre-determined sales targets. The company also
organizes regional dealer meets regularly. Here the dealers are briefed about the company’s
new products and the technical details and application procedures of these products. The
company also aims at building and retaining dealer loyalty through these meetings.
MANAGEMENT TEAM

MR. ABHIJIT ROY

Managing Director & CEO

MR. SRIJIT DASGUPTA

Director – Finance

MR. ANIRUDDHA SEN

Sr. Vice President & Company Secretary
 +

MR. TAPAN KUMAR DHAR

Vice President - Research & Development

MR. SUBHASHISH DAS

Vice President – Corporate HR & Personnel

MR. DEEPAK MISRA

Vice President - IT
 +

DR. PROSANTA KUMAR GHOSH

Vice President – Manufacturing

MR. K. K. SAI
Vice President – Marketing, Retail Decorative Paints

MR. INDRAJIT AMAL MAJUMDAR

Vice President– Sales, Retail Decorative Paints
 +

MR. SUJYOTI MUKHERJEE

Vice President – Finance & Accounts

MR. A CHANDAR
General Manager- Materials

MR. SANJAY CHOWDHURY

Business Head- Protecton
 +

MR. SUDIP DASGUPTA

Sr. General Manager – Sales & Marketing Auto & GI Division

MR. BIJOY MUKHERJEE

General Manager – Powder Coatings
 RESEARCH METHOD AND ANALYSIS

SURVEY 1
DESCRIPTION OF THE JOB
Berger paints has authorised painters who complete the painting jobs for Berger, commonly
known as master painters. The painter had to enrol with Berger and a minimum limit of 200
Litres needs to be registered to be considered as active painters. To remain active, the painter
had to register a minimum of 75 Litres per month.

PAINT CATEGORY
Premium painters >= 500 L per month.
Classic Painters: 200-499 Litres per month.
Select painters >=75 Litres per month

Each berger product had a coupon which could be redeemed for collecting points and for per
point 35 paisa would go to the painters account. If the painter could collect 4000 points by the
financial year end, a gift voucher of Rs. 8000 could be won.
This scheme is known as Lift and Win scheme.
Many additional benefits were also associated with this scheme.

JOB DONE:
1. Telephonic conversation with respective painters were conducted.
2. Information was given about the specific scheme.
3. Convincing them to upload their tokens as soon as possible.

Total number of data provided for calling : 300

Total number of calls made : 300
Time period : 20 days
Area of calling : Kolkata and surrounding areas
SURVEY 2
DESCRIPTION OF THE JOB
Berger paints has authorised painter clients (master painters) who complete the jobs for
berger. Sometimes Berger comes up with certain offers for their valuable painters to satisfy
their customers which leads to increase in the sales along with the products. In 2018 Berger
came up with a scheme for the masters painter which required them to be enrolled in the
Weathercoat Insider Circle. Those enrolled in this circle were offered with a Rs. 2500 gift
card if they were to lift 750 litres of selected Weathercoat Products.
The offer was given on these products mentioned in this table:

WEATHERCOAT LONG LIFE

WEATHERCOAT ALL GUARD
WEATHERCOAT ANTI-DUST

JOB DONE :
1. Telephonic conversations with respective painters were conducted.
2. Information was given regarding the specific scheme.
3. Convincing them to upload their tokens as soon as possible.

Total no. of data for calling :200

JOB DONE:
1. Telephonic conversation with respective painters were conducted.
2. Information was given about the specific scheme.
3. Convincing them to upload their tokens as soon as possible.

Total number of data provided for calling : 200

Total number of calls made : 200
Time period : 10 days
Area of calling ; Kolkata and surrounding areas
In the data given below, we can see that most of the painters had successfully updated the
required litres of paints. During our whole project, we also faced a lot of painters who were
not convinced or who were not available for talking to us. But after the whole work was done
we observed a number of things,
1. Painters who were linked with berger paints for a long time were easy to convince as
they had only a few targets remaining.
2. But there were many who did not get the desired service or offer even after taking the
scheme. We immediately took their complaints and forwarded it to the company
mentor.
3. But most of the painters were happy with the kind of product berger paints made and
the services it offered.
250000
Total

200000

150000

100000

50000

0 Total
 CONCLUSION

From the project we were given, we came to know that 70 % of the painters are interested
about of the products of berger paints. The company is indeed successful in attracting the
customers with attractive offers as well as increasing the customers satisfaction. Apart from
that 19 % of the painters are not interested in the materialistic offers as they take a long
period of time to come upon. Also some of the painters are not aware about most of the offers
which means that customer executives need to be more aware about the following offers.
 RECCOMENDATIONS


 Some special attractive scheme should be invented so that painters
got attracted.
 Proper training should be there so that everyone can give their best.
 Manipulation should not be there.
 Weekly meeting should be there so that new ideas come out
 The head of the department should meet there executives so that they
get motivated to work
 BIBIOGRAPHY

1. The official site of Berger Paints

2. Information from google
3. Linked in
4. Wikipedia
5. bergerpaintscarribean.com
6. www.bergerbp.com
7. economictimes.indiatimes.com
8. Slide share