PREFACE

As a Student of B.B.A. (Hons.) 16th Batch, the survey on customer

satisfaction on Asian Paints has been provide to me by my department,

under the guidance of Mr. Girbal Singh Lodhi.

I conducted this work in Sagar City. It presents synoptic review the

research methodology. Objective, limitations and suggestions regarding

the existing product. A field survey was conducted with the help of

questionnaire and personal interview in Sagar City.

The main aim of this survey is to know about the level of customer

satisfaction regarding Asian Paints in Sagar City. it also includes product

utility. People behavior, Satisfaction, imagination, company policies and

customer problems.

This Survey is made to answer the expose above motioned topies

through statistical representation, pie diagram and graphs.

SANTOSH SONIBBA II SEM. 16TH BATCH

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of this

report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected HOD

Prof. Y.S. Thakur , Head of Department, Mr. Girbal Singh Lodhi Department of

Business Management , Dr. Hari Singh Gour Central University Sagar for allowing me

to undertake this project.

I feel extremely exhilarated to have completed this project under the able and

inspiring guidance of Mr. Girbal Singh Lodhi she rendered me all possible help me

guidance while reviewing the manuscript in finalizing the report.

I also extend my deep regards to my teachers , family members , friends and

all those whose encouragement has infused courage in me to complete to work

successfully.

(SANTOSH SONI )

B.B.A II Semester

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " BERGER PAINTS" on Market

Segmentation is nay own work conducted under the supervision of MR. BIRBAL

SINGH LODHI Department of Business Management Dr. Hari Singh Gour Central

Uniersity Sagar To the best of my knowledge the report does not contain any work ,

which has been submitted for the award of any degree , anywhere.

(SANTOSH SONI)

B.B.A II Semester

CERTIFICATE

The project report titled "BERGER PAINTS" been prepared by MR.

SANTOSH SONI BBA II Semester , 16TH Batch under the guidance and supervision of

MR. GIRBAL SINGH LODHI for the partial fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department

Examiner

CONTENTS

TOPIC TITLE

1. Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of BERGER PAINTS

6. History of BERGER PAINTS

7. Scope of the Study

8. Limitation of the Study

9. Research Methodology

10 Market Segmentation

11 Company Comparison

12 Data analysis & Interpretation

13 Swot Analysis of BERGER PAINTS

14 Findings

15 Suggestions & Recommendation

16 Conclusion

17 Bibliography

18 Questionnaires

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.

COMPANY PROFILE OF BERGER PAINTS

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-

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.

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

Changing as per customer requirement. TrustTrust

Integrity

GOAL

Nationwide presence.

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 –

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

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.

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

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

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.

SCOPE 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.

Review of Literature

Emulsions are the better, water soluble paints you can use for interiors as

well as exteriors in your home. Recently I tried my hands-on with Berger's

Bison Interior wall emulsion. Having no experience in wall painting, except

that I watched the painters painting the walls on a few occasions.

Color Bank from Berger Paints

When I approached the nearby paint store to pickup a shade that closely

matching my home's interior, they offered me to select a shade from the

Berger paint's Color Bank palette. As you might have guessed, Color Bank

is Berger's on-demand custom paint producing service. Unlike Asian

Paint's Color World which has a automated machine, Berger uses a

manual machine which requires an operator to manually set the color

settings on the 17 base color cylinders. 

The chosen palette is fed into the computer and the computer displays

the ratio of paints to be added from the 17 base colors. According to the

mixing ratio, the operator sets the settings and fills up the base paint can.

I chose the Berger's Bison Emulsion base which costs Rs.120 per 900ml .

The shade I chose is - 21401P, which cost Rs 4.75 and the total cost was

Rs.124.75 per litre avg

Emaulsion spread & Painting 

The manufacturer suggests that Bison Emulsion can be diluted upto 50%

with potable water. Now, for my case the math would be 920ml of

emulsion + 500 ml of water, yielding 1420 ml of Emulsion. The spread

yield was mentioned at 50 sq.ft per litre. 

I planned to apply the emulsion directly on the wall,without removing or

scraping the existing coat. I tested the color in a small patch first.

Unfortunately 21401P came out to be a non-matching color over the

existing shade. 21401P was brighter with a "cream color" shade, where as

the old existing one was dull on a neutral "cream" color. I require a long

way to go to deal with real paints and colors! 

The first square patch, roughly 3ft x 3ft turned out to be a spread of

horizontal lines with un-even density of color coat. It took nearly an hour

to dry on the top level. After that I painted the 3x3 patch again and

checked it later. The results were satisfactory, but then the professional

touch or result wsa not there. Suddenly I remembered that a painter

whom I watched long ago, splashed water on the wall and then when the

dampness was about to dry, he started painting. 

So I brushed the wall with water for another 3x3 ft square and waited till it

was 80% dry. Then I applied the Berger Emulsion two times. After a few

hours, the coat became dry and the results were stunning. No visible color

patches. Everything was even. :-) Followed the same principle and

completed the whole project. The results were satisfactory and my wife

appreciated the color and finishing.

From what I found in the internet, it seems that brushing the emulsion

(after drying) with water again will give a bit more finishing touch. Also

two coats are required. One coat in a horizontal stroke fashion, and

another in a vertical stroke fashion. Wet the surface before and after the

coat. Ensure you wet the surface only when the new emulsion has dried.

And yes, as per the manufacturer claim, the 1400 ml of emulsion is

sufficient for 50 sq.ft of space. Dilute it more, and the results are not

satisfactory.

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.

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.

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.

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.

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.

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;

COMPANY COMPARISON

Following company is competing with Berger paint:

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

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

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

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.

Research and Methodology

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

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 Sagar ‘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

SHORT ANALYSIS

Strengths

Imp of brand image as barriers to new entrants

Good technology backup.

Weakness

Raw materials – scarcity

Requirement of high working capital

Real estate in a depression phase.

Opportunities

Fiscal incentives provided by Government.

Commodity to fmcg

Rise in disposable income

Threats

Foreign companies entering as sole players

Data Analysis & InterpretationQ.1. Ratio between dealer and sub-dealer.

Ratio of dealer and sub dealer No. of respondents

Dealer 75

Sub dealer 25

Total 100

Interpretation

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

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

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?a) Enamel b) Emulsion

Highly demanded paint No. of respondentsEnamel 60

Emulsion 40Total 100

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 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.

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

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.

FINDINGS

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

Company should focus upon behavior of company personal.

Enamel is highly demanded in Sagar 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 Sagar is covered by Asian Paints.

Berger Paint is on second position in Sagar 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.

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.

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

accurate information with us because of fear.

DEPARTMENT OF BUSINESS MANAGEMENTDR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person : __________________

Class : B.B.A. II Sem Age : ____________________________

Gender : Occupation : ________________

(1) Income (Monthly) : (i) Upto Rs 25,000 (ii) Rs. 25,000-50,000

(iii) Rs. 50,000-90,000 (iv) Above Rs. 90,000

(2) How often do you use wall paints?

(i)Every 6 months (ii) Every year (iii) Regularly

(3) Which brand of wall paint do you use?

(i)Sherwin Williams (ii) Berger paints (iii) Dulux paints (iv) Asian paint

(4) How much quantity do you use?

(i) 1 litre (II) 2 litre (iii)5 litre (iv) 10 litre or above

(5) Are you satisfied by products of this brand?

Satisfied Neutral Dis-satisfiedPrice

QualityDurabilityAvailability(6) For what reason do you prefer this brand? ________________________________________________________________(7) How did you come to know about this brand?

(i)Newspaper (ii) Television (iii) Magazine (iv) Internet (v) Radio(8) From where do you generally buy wall paint of this brand?

(i)Retailer (ii) Wholeseller (iii) Agent (iv) Company outlet(9) Any suggestion for this product? _______________________________________________________(10) Any expectations for this product? ______________________________________________________

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

(a) Preface

(b) Acknowledgement

(c)Declaration of the Candidate

(d) Certificate

TABLE OF CONTENTS

TOPIC TITLE Page No.

1. Introduction of Berger Paints

2. History of Berger Paints

3. Scope of the Study

4. Research Methodology

5. Company Comparison

6. Data analysis & Interpretation

7. Swot Analysis of Berger

8. Findings

9. Limitation of the study

10 Suggestions & Recommendation

11 Conclusion

12 Bibliography

13 Questionnaires