To study the comparative analysis of market potential

of Berger Paints Ltd.

Project Report

Submitted to
Savitribai Phule Pune University
For the partial fulfillment of the degree
Bachelor of Business Administration
(Specialization: MARKETING)

By
(TADVI ASIM RAFIK)

RNC ARTS,JDB COMMERCE AND SCIENCE COLLEGE,NASHIK

ROAD.
T.Y.B.B.A.Roll No. Seat No.
Year: 2019 – 2020

Guided by:
(Prof. Mrs. Neeta Kedar)

1
 ACKNOWLEDGEMENT
I have pleasure in successful completion of this work titled. To study the
comparative analysis of market potential of Berger Paints Ltd. The special
environment at J.D.B. Bytco College of Commerce, Nashik that always
supports educational activities, facilitated my work on this project.

I greatly appreciate the motivation and understanding extended for the

project work, by Mr. Mohit Morey (Berger Paints Regional Sales Officer)
and the staff of the surveyed business unit, who responded promptly and
enthusiastically to my requests for frank comments despite their congested
schedules. I am indebted to all of them, who did the best to bring
improvements through their suggestions.

I am very much thankful to our Principal Dr.Dhanesh Kalal, our Vice

Principal Dr.Aute Sir, our HOD Dr.Manish Pawar, for their extended
support to this study. I am thankful to Prof. Mrs. Neeta Kedar for her
encouragement and guidance for this project work. It would not have been
possible for me to complete this work without her suggestion on every part
of this work.

I acknowledge the authors, whose works gave me insight and information

related to this subject. I am thankful to Library staff and Administrative
staff of the Bytco College who directly, or indirectly, have all been helpful
in one way or another. I thank my parents who encouraged me to extend
my reach with their help and support; I have been able to complete this
work.

Date: Signature

ASIM TADVI

2
 TO WHOMSOEVER IT MAY CONCERN

CERTIFICATE

This is to certify that – ASIM TADVI studying in T.Y.B.B.A student of

JDB Bytco College of Commerce, Nashik Road has visited
our organization for his project titled
“To study the comparative analysis of market potential of
Berger Paints Ltd.”
He has successfully completed the project under the guidance of
Mr. Mohit Morey for a period of three months. During this
period he has acquired sufficient knowledge with reference to
our firm.
We wish him success in his future endeavors.

Mohit Morey
Regional Sales officer

3
 INDEX
SR NO CHAPTERS
PAGE
NO

01. INTRODUCTION 5

NEEDS AND IMPORTANCE OF PROJECT 8

WORK

OBJECTIVES 13

LIMITATIONS 14
RESEARCH METHODOLOGY 15

02 ORGANISATION PROFILE 26

03 PRODUCT PROFILE 39

04 THEORY RELATED TO THE TOPIC 49

05 DATA ANALYSIS AND INTERPRETATION 59

06 FINDING AND SUGGESTION AND 71

RECOMMENDATION

07 CONCLUSION 74

08 ANNEXTURES 76

8.1 BIBILIORAPHY 81

8.2 EXECTIVEF SUMMARY 82

4
 CHAPTER:1
INTRODUCTION

5
 INTRODUCTION

INTRODUCTION TO MARKETING

Several definitions have been proposed for the term marketing. Each tends to
emphasize different issues. Memorizing a definition is unlikely to be useful;
ultimately, it makes more sense to thinking of ways to benefit from creating
customer value in the most effective way, subject to ethical and other constraints
that one may have. The 2006 and 2007definitions offered by the American
Marketing Association are relatively similar, with the2007 appearing a bit more
concise. Note that the definitions make several points:

• A main objective of marketing is to create customer value.

• Marketing usually involves an exchange between buyers and sellers or between

other parties.

• Marketing has an impact on the firm, its suppliers, its customers, and others affected
by the firm’s choices.

• Marketing frequently involves enduring relationships between buyers, sellers, and

other parties.

Processes involved include ―creating, communicating, delivering, and exchanging

offerings.

Delivering customer value. The central idea behind marketing is the idea that a firm
or other entity will create something of value to one or more customers who, in turn,
are willing to pay enough (or contribute other forms of value) to make the venture
worthwhile considering opportunity costs. Value can be created in a number of

6
different ways. Some firms manufacture basic products (e.g., bricks) but provide
relatively little value above that. Other firms make products whose tangible value is
supplemented by services (e.g., a computer manufacturer provides a computer
loaded with software and provides a warranty, technical support, and software
updates). It is not necessary for a firm to physically handle a product to add value
e.g., online airline reservation systems add value by.

(1) compiling information about available flight connections and fares,

(2) allowing the customer to buy a ticket,

(3)forwarding billing information to the airline, and

(4) forwarding reservation information to the customer.

It should be noted that value must be examined from the point of view of the
customer. Some customer segments value certain product attributes more than
others. A very expensive product relative to others in the category may, in fact,
represent great value to a particular customer segment because the benefits received
are seen as even greater than the sacrifice made (usually in terms of money). Some
segments have very unique and specific desires, and may value what to some
individuals may seem a lower quality item very highly.

7
 NEED AND IMPORTANCE OF PROJECT WORK

Projects can be one of the most efficient ways to learn as they force you to apply
the skills while learning them. This, in fact, aids in retention and increases the
usefulness of the skills learned:

According to research on “situated cognition,” learning is maximized if the

context for learning resembles the real-life context in which the to-be-learned
material will be used; learning is minimized if the context in which learning occurs
is dissimilar to the context in which the learning will be used (Brown, Collins &
Duguid, 1989).

– John W. Thomas, PhD.

Beyond simply helping you to learn skills projects allow you to produce
something. This thing can be a useful open source project, or something silly to tell
people if its snowing. Not only do they allow you to make something cool, but they
allow you to showcase your skills in such a way that people who might want to work
with you or hire you.

They allow to learn and gain recognition for yourself. They are one of the most
powerful tools in your arsenal of things to do with your time. So as you look to the
week ahead, perhaps consider creating or working on a side project.

8
 1. More about the organization

A detailed Know information about the industry is provided. We can study the
history current situations and can estimate future happenings of the organization.
It helps in gaining more knowledge about the product range of the organization
understanding the process involved in buying and selling the product.

2. Organization profile
A project report gives a better idea about the structure of the organization and the
pattern in which it functions. All the necessary information about the organization
like its founders, directors etc can be known.

3. Marketing Strategies
The project report analysis the demand and supply of the organization and states
the expected sales of the product. It helps in determining the cost of the product at
which it is to be sold in the market. It creates strategies for the organization in
order to attain maximum sales.

4. Capital Structure
A project report describes the total capital requirements of the project. It states the
various sources from which finance for the project is generated.

5. Management Plan
The project helps in understanding the:
• Business experience of the promoters of the business.
• Details about the management team.
• Duties and responsibilities of team members.
• Current personnel need of the organization.
• Methods of managing business.
• Plan for hiring and training personnel.

9
• Program and policies of the management.

6. Decision Making
For a big organization it is very important to make correct decisions time and
again. Such crucial decisions have to be taken with the help of project report
which is prepared by the experts well in advance. It also anticipates problems in
advance so as to make sure that the decisions made now should be profitable in
future.

7. Road Map
For a big organization it is very important to make correct decisions time and
again. Such crucial decisions have to be taken with the help of project report
which is prepared by the experts well in advance. It also anticipates problems in
advance so as to make sure that the decisions made now should be profitable in
future.

8. Plan Expected performance

A project plan being a road map always keeps a check on the happenings so that it
becomes easier for the organization to perform as per the plan. It makes sure that
all the expectations are achieved.

10
 UNIQUE OPPORTUNITY FOR FIELDWORK

• During the project I travelled extensively to try and cover as much as information
from the company given by them. Through this visit I came to know many things
about Berger paints Pvt Ltd.

• This created an opportunity for me to interact with the regional managers of the
Berger Paints Pvt Ltd . In our day to day life we do not really get to talk to the
marketing managers and know about various marketing strategies used by the
managers. This helped in improving my communication skills and also helped me
in gaining confidence.

• The main objective was to know the market place of the company and present
scenario in the market.

• During this visit I came to know about how a company functions, how many
managers and employees work in the company and all about the products of Berger
Paint Pvt Ltd.

11
 PRACTICAL LEARNING

It is rightly said practical knowledge is better than

classroom learning. Due to this project I realized and could
understand how a customer opts for a product from various
product range available to them.

The subject of my study is To Study the comparative

analysis of market potential of Berger Paints Pvt Ltd, which
has slowly but steadily evolved, from a beginner to a corporate
giant earning laurels and kudos throughout. The report
contains first of all brief introduction about the company.

Finally, there comes data presentation and analysis in the

end of my report. I also put forward some of my suggestion
hoping that they help Berger Paints Pvt Ltd. to move a step
forward to be the very best.

12
 OBJECTIVES OF THE STUDY

1. To analyse & find out the overall paints produced in India.

2. To identify the existing brands, different categories, sources, and

distribution networks.

3. To identify the existing promotional strategies of existing brands.

4. To identify the consumers perception about the existing brands.

5. To find out the problems of the paints market.

6. To identify the factors that influence paints market.

7. To anticipate market development for previous year.

8. To identify the production capacity of the factory & delivery rate

of the product.

9. To identify the target market selection for Berger paints Pvt Ltd.

10. To identify the segmentation of products of Berger paints Pvt Ltd.

13
 LIMITATIONS

⚫ By busy working schedule of executives it is difficult to extract

more information from them.

⚫ Many users are unaware of details and specification of paints

hence comparison between them is hampered.

⚫ Personal bias of the respondents may also act as a limitation in the

study.

⚫ Scope of this project was quiet vast and summarizing it in a short

manner was a bit difficult

14
RESEARCH AND METHODOLOGY

What is research?

Research can be defined as a scientific and systematic search for pertaining

information on a specific topic. We define research as the systematic design,
collection, analysis and reporting of data and finding relevant to a specific situation
facing the company. The main aim of research is to find out the truth which has not
been discover.

Types of research on the basis of methodology

Qualitative research:

Qualitative research is conducted to study analyze the human behaviour. It is

considered as a preliminary stage of quantitative research. Qualitative research is
carried out when there is a need to develop new ideas and theories that can be tested
and analyzed afterwards using quantitative measures. It tries to evaluate and
findings in abroad level. The prime objective of qualitative research is to get an in-
depth knowledge about a particular behaviour by collecting fresh and new
information by using various techniques. The perceptions of respondents about their
environment, the impact of environment on the behaviour of respondents, etc., can
be understood with help of qualitative research.

Quantitative research:

This research is contrary to qualitative research. It is a scientific technique that

attempts to analyses the data using statistical measures for concluding the outcomes
of a research problem. Various research on science, social science, education, etc.,
are conducted with help of quantitative research. In quantitative research is carried
out in structured way to develop and test hypotheses using mathematical and
statistical techniques. In social sciences, quantitative research is widely used in

15
psychology, economics, demography, sociology, marketing, community health,
health & human development, gender and political science, and less frequently in
anthropology and history.

Research in mathematical sciences such as physics is also 'quantitative' by

definition, though this use of the term differs in context. In the social sciences, the
term relates to empirical methods, originating in both philosophical positivism and
the history of statistics, which contrast with qualitative research methods.

Types of the research methods according to the nature of research

Descriptive Research

Descriptive research methods are pretty much as they sound — they describe
situations. They do not make accurate predictions, and they do not determine cause
and effect. There are three main types of descriptive methods: observational
methods, case-study methods and survey methods

Analytical Research

Descriptive research attempts to determine, describe, or identify what is,

while analytical research attempts to establish why it is that way or how it came to
be. The descriptive research uses description, classification, measurement, and
comparison to describe.

Fundamental Research

Fundamental research, also known as basic research or pure research does not
usually generate findings that have immediate applications in a practical level.

16
Fundamental research is driven by curiosity and the desire to expand knowledge in
specific research area. This type of research makes a specific contribution to the
academic body of knowledge in the research area.

Conceptual research

Conceptual research is that related to some abstract idea(s) or theory. It is

generally used by philosophers and thinkers to develop new concepts or to
reinterpret existing ones. On the other hand, empirical research relies on experience
or involves observation alone, often without due regard for system and theory.

Empirical Research

Empirical research is research using empirical evidence. It is a way of gaining

knowledge by means of direct and indirect observation or experience. Empiricism
values such research more than other kinds.

One-time research or longitudinal research

Longitudinal study. A longitudinal study (or longitudinal survey, or panel study)

is a research design that involves repeated observations of the same variables (e.g.,
people) over long periods of time, often many decades (i.e., uses longitudinal data).

Exploratory research

Exploratory research is researchconducted for a problemthat has not been

studied more clearly, intended to establish priorities, develop operational definitions
and improve the final research design.[1]Exploratory research helps determine the
best researchdesign, data-collectionmethod and selection of subjects. It should draw
definitive conclusions only with extreme caution. Given its fundamental nature,
exploratory research often concludes that a perceived problem does not actually
exist.

17
Historical research

One type of qualitative research is historical research, which involves examining

past events to draw conclusions and make predictions about the future. The steps in
historical research are: formulate an idea, formulate a plan, gather data, analyze
data, and analyze the sources of data.

Conclusion-oriented and decision-oriented research

While doing conclusion oriented research, a researcher is free to pick up a

problem, redesign the enquiry as he proceeds and is prepared to conceptualize as he
wishes.

Case Study Research

Case studies can be produced by following a formal researchmethod. These case
studies are likely to appear in formal research venues, as journals and professional
conferences, rather than popular works. The resulting body of 'case study research'
has long had a prominent place in many disciplines and professions, ranging from
psychology, anthropology, sociology, and political science to education, clinical
science, social work, and administrative science.

Short-term Research
Short-term memory is the transient retention of information over the time-
scale of seconds. This is distinct from working memory which involves a more
active component.

Questionnaires

Questionnaires can be classified as both, quantitative and qualitative method

depending on the nature of questions. Specifically, answers obtained through
closed-ended questions with multiple choice answer options are analyzed using

18
quantitative methods and they may involve pie-charts, bar-charts and percentages.
Answers obtained to open-ended questionnaire questions are analyzed using
qualitative methods and they involve discussions and critical analyses without use
of numbers and calculations.

For a standard 15,000-20,000word business dissertation, including 25-40 questions

in questionnaires will usually suffice. Questions need be formulated in an
unambiguous and straightforward manner and they should be presented in a logical
order.

Advantages of questionnaires include increased speed of data collection, low or no

cost requirements, and higher levels of objectivity compared to many alternative
methods of primary data collection. However, questionnaires have certain
disadvantages such as selection of random answer choices by respondents without
properly reading the question. Moreover, there is usually no possibility for
respondents to express their additional thoughts about the matter due to the absence
of a relevant question.

There are following types of questionnaires:

Computer questionnaire.
Respondents are asked to answer the questionnaire which is sent by mail. The
advantages of the computer questionnaires include their inexpensive price, time-
efficiency, and respondents do not feel pressured, therefore can answer when they
have time, giving more accurate answers. However, the main shortcoming of the
mail questionnaires is that sometimes respondents do not bother answering them
and they can just ignore the questionnaire.

19
Telephone questionnaire
Researcher may choose to call potential respondents with the aim of getting
them to answer the questionnaire. The advantage of the telephone questionnaire is
that, it can be completed during the short amount of time. The main disadvantage
of the phone questionnaire is that it is expensive most of the time. Moreover, most
people do not feel comfortable to answer many questions asked through the phone
and it is difficult to get sample group to answer questionnaire over the phone.

In-house survey
This type of questionnaire involves the researcher visiting respondents in
their houses or workplaces. The advantage of in-house survey is that more focus
towards the questions can be gained from respondents. However, in-house surveys
also have a range of disadvantages which include being time consuming, more
expensive and respondents may not wish to have the researcher in their houses or
workplaces for various reasons.

Mail Questionnaire
This sort of questionnaires involve the researcher to send the questionnaire
list to respondents through post, often attaching prepaid envelope. Mail
questionnaires have an advantage of providing more accurate answer, because
respondents can answer the questionnaire in their spare time. The disadvantages
associated with mail questionnaires include them being expensive, time consuming
and sometimes they end up in the bin put by respondents.

Questionnaires can include the following types of questions:

20
Open question questionnaires
Open questions differ from other types of questions used in questionnaires in
a way that open questions may produce unexpected results, which can make the
research more original and valuable. However, it is difficult to analyse the results
of the findings when the data is obtained through the questionnaire with open
questions.

Multiple choice questions

Respondents are offered a set of answers they have to choose from. The
downsize of questionnaire with multiple choice questions is that, if there are too
many answers to choose from, it makes the questionnaire, confusing and boring,
and discourages the respondent to answer the questionnaire.

Dichotomous Questions
This type of questions gives two options to respondents – yes or no, to
choose from. It is the easiest form of questionnaire for the respondent in terms of
responding it.

Scaling Questions
Also referred to as ranking questions, they present an option for respondents
to rank the available answers to the questions on the scale of given range of values
(for example from 1 to 10). Survey Monkey represents one of the most popular
online platforms for facilitating data collection through questionnaires. Substantial
benefits offered by Survey Monkey include its ease to use, presentation of questions
in many different formats and advanced data analysis capabilities.

DATA

21
Data is distinct pieces of information, facts and statistics collected
together for reference or analysis usually formatted in a special way.

Data is further divided in two types

• Primary Data
• Secondary Data

Primary Data:
Primary data is that data which is collected for the first time.
This project is based on primary data.
Secondary Data:
Secondary data are those data which are primarily
collected by other persons. This project is also based on
secondary data.

Data Collection Method

⚫ Primary data collected through questionnaire method which is
design to keep in view the objective of the study.

⚫ By asking customers and people at the Showroom.

⚫ Secondary data is collected through internet source, and published

report by firm.

22
Used for this project:

Sampling Method:

A sampling method is a procedure for selecting sample members from

a population. Sampling method refers to the way that observations are
selected from a population to be in the sample for a sample survey,
Sampling size used here is 20.

Purposive Sampling
As the name suggests, purposive sampling means the researcher selects
participants according to the criteria he has set. This is only used when you
are confident enough about the representative of the participant regarding
the whole target population.

Observation Research:

23
 Observational research is a type co-relational research in which a
researcher observes an ongoing behaviour. There are a variety of types of
observational research each of which has both strengths and weakness.

Questionnaire:

Questionnaire method is where the people are asked a series of question

based on the objective to derive conclusion these questions are then
analyzed and further studied. Questions are asked to multiple individuals
to study different views on the question asked.

Multiple choice questions:

Respondents are offered a set of answers they have to choose from. The
downsize of questionnaire with multiple choice questions is that, if there
are too many answers to choose from, it makes the questionnaire, confusing
and boring, and discourages the respondent to answer the questionnaire.

24
 CHAPTER: 2
ORGANISATION
PROFILE

25
26
 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.

1940's - James Wilfred Adamson, founder of the British Paints Organization,

embarked on his career as a traveling salesman. Adamson bought his first Oil and
Colour business in 1909. By 1917 Adamson was owning paint manufacturing

27
companies in Rhodesia, Canada and the Caribbean. Elsewhere an Englishman, Mr.
Hadfield, set up Hadfield's (India) Limited on 17 December, 1923, ...a small paint
company in Calcutta. Towards the end of 1947 British Paints acquired Hadfield's
(India) Limited and thus British Paints (India) Limited was incorporated in the State
of West Bengal. What British Paints, (Holding), UK acquired was a company which
at that time produced 150 tonnes of ready mixed stiff paints, varnishes and
distempers. Our 1947 sales was a princely RS.25 lakh, with a total employee
strength of 100. The first Managing Director of British Paints was Mr. A. V. Niblett.

1950's - Sales offices were opened in Delhi and Mumbai and in 1951 a depot was
started in Guwahati. Sales rose to Rs.6 million in 1952. The Company declared its
first dividend and shifted the Head Office to 32, Chowringhee Road, Calcutta. By
1959, modernization of the Howrah Factory was completed and the first resin plant
commissioned. With that, the Company entered the synthetics paints market.

1960's - Mr. R. A. Godwin took over as the Chairman & Managing Director in 1962
and initiated further modernization. By 1965 British Paints (Holdings) Limited, UK.
was acquired by Celanese Corporation, U.S.A. As a result, the controlling interest
of the Company passed on to CELEURO N.V., Holland. In 1969 Celanese
Corporation sold their interest in the Indian Company to Berger, Jenson Nicholson
Limited, UK. It was the beginning of the legacy of Lewis
Berger in India - which the Company would later take forward to enviable heights.

1970'S

- Mr. D. Madhukar took over as the Managing Director in the year 1973. Under his
expert stewardship the Company took the giant strides that made it the fastest
growing company in the paint industry. Developments took place in every

28
sphere...new sales offices added, newer products introduced, new markets opened
up and new services offered. Sales reached over Rs. 160 million by 1978.

1980's

- Mr. Biji K. Kurien takes over as Chief Executive in 1980. From 31 December
1983 the name of the Company was changed to Berger Paints India Limited (BPIL)
with unanimous approval of the shareholders. By this time Berger's operations were
divisionalised into the Retail Business Line (RBL) and the Industrial Business Line
(IBL) in order to better cater to needs of our customers. Simultaneously, the
Company started using the trade name and mark BERGER. From 1983 till date, for
more than two decades, the Company has solely used and developed the name and
trademark of BERGER and all its other variants in India. BERGER became a
household name in India. - During this period many new products were launched
like "Luxol Silk" the first premium emulsion in India, Viton Refinish for cars, Bison
Acrylic Distemper and Rangoli Acrylic Emulsion.

1990's

- BERGER PROLINKS, a service aimed at providing paint and application related

information to professionals was introduced marking one of our first steps into
painting related services. - In 1991, the controlling stake in the Company was
acquired by Mr. K S Dhingra, Mr. G S Dhingra and their associates. At that time
the total sales of the Company was Rs 1.15 billion. - 1994 witnessed top
management change. Mr. Biji K. Kurien, who was the Managing Director of the
Company for the last 14 years, stepped down and Mr. Subir Bose, a 10 year veteran
in the Company, took over as the new Managing Director. The sales of the Company
touched 2.76 billion by 1995-96. - The latter half of the nineties saw BERGER attain
the ISO - 9000 certification (1996) and establishment of BERGER's Quality

29
Management System. - COLOR BANK tinting system was also launched through
which the consumer can select from a range of over 5000 colours and which are
then made available in minutes. - As part of its expansion program, a new paint-
manufacturing unit at Pondicherry was commissioned in early 1997. - A Joint
Venture - Berger Becker Coatings Limited, was started in Goa with Becker
Industraifarg A. B., Sweden. - "In 1999, Rajdoot Paints Ltd. was merged with the
Company. The merger resulted in addition of two new factories at Goa and
Sikandrabad, U.P., a joint venture company by the name of Berger Becker Coatings
Private Limited, a network of new depots and several new brands."

2000 - The Company proposes to expand its operation through acquisitions, both
internally and externally, and strategic partnership, preferably with foreign firms.

- Crisil has upgraded the fixed deposit programme of Berger Paints from
FAA to FAA+.

2001

- Berger Paints India Ltd. has unveiled a new brand promotion strategy which it
claims to be the first of its kind in the industry.

- Despite a slight increase in sales, the net profit of Berger Paints India Ltd
has dropped by around 10 per cent for the half-year ended September 30, 2001.

- Berger Paints Ltd and ICI Ltd, have formed a 50:50 joint venture to
manufacture auto and industrial coatings at Rishra in West Bengal.

2002

-Acquires 50% stake in Berger Auto & Industrial Coating Ltd.

30
 2003

-BOD decided not to amalgamate Berger Auto & Industrial Coatings Ltd with the
company.

-Posts 54% growth in the net profit to Rs.14.14cr for the second quarter end.

2004

-Delhi based Punjab National Bank (PNB) and Bangalore-based Vijaya Bank enter
into a four-way partnership with Principal Financial of the US and Berger Paints
to set up an insurance broking company

2005

- The Motors & Industrial paints business of ICI India with its factory at Rishra,

West Bengal was acquired as a 100% subsidiary Berger Auto & Industrial
Coatings Limited and then merged with the Company in 2005.

2006

- Berger Paints India Ltd has entered into a Joint Venture Agreement (JV) with

Nippon Bee Chemical Co Ltd of Japan for the purpose of formation of a Company
for manufacture and sale of coatings for plastic substrates used in automobiles and
parts thereof in India.

-Berger Paints (India) Ltd has given the Bonus in the Ratio of 3:5

31
 2007

- Berger Paints India Ltd has entered into a Joint Venture Agreement (JV) with

Nippon Bee Chemical Co Ltd of Japan for the purpose of formation of a Company
for manufacture and sale of coatings for plastic substrates used in automobiles and
parts thereof in India.

2008

- Berger Paints India bought Polish firm Bolix SA, a leading provider of external

insulation finishing system (EIFS) in the B2B segment. Berger Paints has bought
for a net purchase price of $38.6 million (around Rs 1,54.7 crore). Berger Paints
India acquired the entire bloc in the Polish firm held by global private equity
group Advent International.

- Berger Paints India Ltd has informed that Mr. Gerald Kenneth Adams has been

appointed as a Director of the Company effective January 30, 2008.

2009

- Berger Paints India Ltd has informed that Mr. Pulak Prasad was appointed an

Additional Director (non-whole time) of the Company under Section 260 of the
Companies Act, 1956.

2010

- The Company's sales in the year ended 31 March 2010 was Rs 1822.7 crores.

Berger Paints, the paint major, is quite bullish on the expansion front as the
company is going to make an investment of Rs 300 crore in order to set up a
water-based paint plant at Hindupur in Anantapur district of Andhra Pradesh.

32
 2011

-BergerPaints - Board recommended Final Dividend of Re. 0.80 per share (40%)
of face value of Rs. 2/- each

2012

-Berger enters new chemicals business

- Berger Paints introduces new products

-Berger Paints gains over 2% on stake hike by UK Paints

2013

-Berger Paints acquired architectural operations of Sherwin Williams Paints

2014

-Berger Paints Inaugurates New Facility in Hindupur, Andhra Pradesh.

2015

-Berger Paints - Berger Paints signs MOU with the Russian Government -Berger
Paints India Ltd - Company’s Powder Coating plant at Maharashtra has commenced
commercial production

33
2016

-Berger Paints India Wins 1st Prize in NECA, 2016

2017

-Berger Paints India Ltd commenced commercial production of its paint and putty
plant at Nalbari, Assam. -Berger Paints completes acquisition of Saboo Coatings. -
Commencement of commercial production of Company's Decorative paints
production at Naltali plant, Assam. -Commencement of commercial production of
Company’s Automotive and General Industrial paints production at
Jejuri.

34
 Board of Directors

MR. KULDIP SINGH DHINGRA

Chairman

MR. GURBACHAN SINGH DHINGRA

Vice-Chairman

MR. ABHIJIT ROY

MD & CEO

35
 MR. KAMAL RANJAN DAS

Director

MR. PULAK CHANDAN PRASAD

Director

MR. NARESH GUJRAL

Director

36
 MR. GOPAL KRISHNA PILLAI

Director

MR. DHIRENDRA SWARUP

Director

MR. KANWARDIP SINGH DHINGRA

Director & National Business Development Manager

37
 Chapter 3

Product Profile

38
Interior wall coatings

39
Exterior wall coatings

40
Metal Finishes

41
Wood Finishes

42
Undercoat's

43
Waterproofing Solutions

44
 ProtectionOverview

Berger Protection

Berger Protection is a protective coating range of products from Berger, the leaders
in high performance protective coatings in India for over 45 years. It caters to
different environmental and industrial corrosion protective requirements, be it
concrete or steel substrates with products that have attained instant recognition,
worldwide, and continues to meet quality requirements that are demanded even
today in the domestic high-performance coatings market. All our clients recognize
Berger as a quality vendor and we have in place ISO 9001 & ISO14001 systems of
quality governance.

Protection Research and Development

The Protection Research and Development department has a sound base of parent
Berger paints,
UK formulation; access to current global technology, which is established through
Valspar – USA, Orica – Australia; apart from this, the continuous in-house research
caters to the industrial challenges of corrosion with high performance protective
coating formulations.

45
Protection Range of Coatings

Berger Protection Range of Coatings include Chlororubber, Epoxies, Inorganic

Zincs, Polyurethane, Poly-siloxanes, High temperature resistant coatings, Anti-
carbonation coatings, Road marking, Airfield marking, Concrete coatings, Rebar
coatings, Floor coatings, Green Coatings, and has proven technology and field
testimonials to relay the expertise offered to protect Indian Industries and
Infrastructure installations.

Protection Consultancy

Protection Consultancy adds value to user industries and to engineering consultants

by being involved, from the stage of project conception to the installation stage;
offering the right painting specifications to ensure durability and also aid in
following good painting practices to authenticate protection as offered against the
different conditions, and to varying severity of corrosion. The Protection
Consultant also extends value-added service during the maintenance stage by
conducting corrosion audits and helps in upgrading the painting system by
conducting workshops to introduce good painting practices. High-qualified and
certified inspectors from NACE and SSPC are available to extend technical
assistance in installing protective coatings.

46
Protection Reception

Protection is well patronized by both, our clients and consultants, and has been
widely used in a lot of industrial infrastructure, be it the
nuclear/thermal/gas/hydro/wind based, the Power Industry, Gas and Oil based
industries, Refineries, Petrochemicals, Pharmaceuticals, Fertilizer industries,
Metallurgy industries, Ports, Sugar mills, Paper & Pulp Industries, Stadiums,
Railways, Roads and Bridges, all of which are prestigious to the country by offering
protection in severe polluting environments in aggressive industrial and in marine
atmospheres. Berger has been a preferred choice for their range of Protection
products, and the speed at which it can adapt to newer technology and deliver to the
urgent demands of its customers.

47
 CHAPTER:4
THEORY RELATED TO TOPIC

48
 Theory Related to Topic

Everybody wants to be in the paint industry, or so it seems when Kuldip Singh

Dhingra, chairman of Berger Paints, rattles off a long list of competitors who’ve
fumbled. They all belonged to reputed houses too: Think Tata-owned Goodlass
Nerolac, Kirloskar-owned Kirloskar Paints or Thapar-owned Thapar Paints. “You
name the business house and I will tell you the paint company they owned,” quips
Kuldip. But, though in jest, he is making a serious point. The paint industry has
proved to be a stumbling block for many established corporate houses that have
made it big in a host of other industries.

In contrast, the Delhi-based Dhingras, who are originally from Amritsar, Punjab,
have been paint sellers for the last five generations. And the two brothers, Kuldip
(69) and Gurbachan Singh Dhingra (66), have drawn on that experience to take
Berger Paints to the position of India’s number two paint company.

When the duo acquired Berger Paints in 1991 from United Breweries chairman
Vijay Mallya, its financial position was precarious. It was, at the time, the country’s
smallest paint company and hadn’t made money in years. But Gurbachan estimates
that since 1991, the market cap of Berger Paints has risen 2,200 times to Rs 18,072
crore as of May 3, 2016. The company, established in 1923, is favoured by both
domestic and foreign institutional investors who have taken its stock price up from
Rs 44 on March 31, 2011 to Rs 244.5 on March 31, 2016—a compounded annual
growth rate of 41 percent.

Apart from 20 factories across India, Berger Paints also operates in Bangladesh and
Nepal. So committed are the Dhingras to the paint business that, through the years,
they’ve taken their shareholding to 75 percent, the maximum allowed under Indian

49
law. (When they bought it from Mallya, they owned 32 percent.) They also own 95
percent of Berger Paints Bangladesh Ltd.

It is noteworthy, then, that the owners who are so close to the company they have
built, are able to distance themselves when it matters. And that separation has
proven to be the first key to Berger Paints’s success, maintain the Dhingras.

Separation of Ownership and Management

In the 1980s, the Dhingras had a thriving paint business under Rajdoot Paints which
was sold in India. They had also started exporting to the Soviet Union. Kuldip would
handle sales and marketing while Gurbachan was in charge of the factories. Given
the tax incentives, the brothers discovered that exporting was far more lucrative—
they also started dabbling in soaps and detergent exports. But with the collapse of
the Soviet Union, that business went bust and they were left with only the domestic
market.

Around that time, Berger Paints came on the block. The brothers bid for it and, in
1991, the company was theirs. The business, however, was based in Calcutta (now
Kolkata) while the Dhingras had spent all their lives in Delhi. How were they going
to handle the management, in that context?

Now, delegating and hiring professionals had proved successful for them in Rajdoot
Paints. “We realised pretty early on that if we had to grow, we had to get in
professionals,” says Kuldip. It was this principle they decided to apply to Berger
Paints. While the brothers have steadfastly stuck to this, some would argue they’ve
taken the principle too far. They only travel to Kolkata for board meetings and for
the board committees they chair. They don’t interfere in the day-to-day functioning.
Even dealers they know are encouraged to deal directly with the company.

50
“This degree of separation of ownership and management in Berger Paints is rare
compared to other companies,” says Abhijit Roy, MD and CEO, Berger Paints. He
explains that while the promoters take care of broad strategic issues like partnerships
and joint ventures, they are not involved in the day-to-day running of the company.

Succession planning

The Dhingra next-gen works in the company but they will eventually not hold any
operational responsibilities. (Kuldip’s daughter Rishma Kaur, 43, is national
business development manager–retail and Gurbachan’s son Kanwardip Singh
Dhingra, 33, is national business development manager–industrial; they are both
directors on the board as well.)

The succession planning may not include the traditional family-owned business
concept, but it is still a critical area of focus for them. They are clear that the chief
executive of the company must have a sales and marketing background. The
business can survive anything but not sloppy marketing. Current CEO Roy was the
marketing director and chief operating officer of the company before his elevation.

The brothers are closely involved in identifying key talent. Board members also play
a key role in advising them. Gurcharan Das, a former CEO of Procter & Gamble
India and a former independent director, was instrumental in helping them shape
their thoughts on how to go about this. He worked on identifying candidates and
persuaded them to get a proper succession plan in place.

The brothers are also unambiguous about the fact that they will not overshadow the
CEO once he is picked. “Stepping back from the day-to-day affairs is very hard but
it has to be done for the health of the company,” says Kuldip. They continue to be
involved in charting the future course of the business and in forming joint ventures.

51
Capital allocation

There’s little doubt that the Dhingras are dedicated to the paint business. And over
the years they’ve put their money where their mouth is.

When they took over Berger Paints, the morale was down and there was no money
to even pay salaries. “At one time, the company asked us for a Rs 10 crore loan. In
those days, that was a lot of money. But we made it available at short notice. In
addition, we had to agree to a lower interest rate as well as a moratorium on
payments for five years,” recalls Kuldip. Tough ask, but they were determined to
make Berger Paints a force to reckon with.

Equally important, the family has never invested in anything except Berger Paints.
In the initial years, even dividends were ploughed back. When Berger Paints did a
preferential allotment in 2008, the brothers agreed to put in Rs 100 crore.
Meanwhile, market regulator Securities and Exchange Board of India (Sebi)
stipulated that promoter holding in all private sector listed companies be brought
down to below 75 percent. Soon, the Lehman crisis broke and Berger Paints’ share
price—along with the rest of the market—collapsed. But the family still subscribed
to the issue at Rs 50 a share even though the market price was Rs 38 a share.

Currently, they are faced with a peculiar problem. “While we are ready to put in
more money into the company, capital requirements have reduced over the years,”
says Kuldip. That’s a good problem to have.

52
Improving market share and margins

The numbers provide the validation they need. “The markets are probably valuing
us at the same level as the market leader [Asian Paints] as they see more scope for
margin increase both through a mix of products as well as geographical expansion,”
says Roy. In 2011, Ebitda margins were at 12.02 percent, in 2015 it was 13.39
percent. The company has also steadily expanded market share and matched Asian
Paints in revenue growth over the last five years. Kuldip refuses to let on too much
except to say that he would like market share and margins to improve by 0.5
percentage points every year.

“Berger Paints’ margin expansion could continue for three reasons. Berger Paints
was known for lower-end paints, but with better branding and products their
margins could continue to rise. Second, their plant in Andhra Pradesh will help them
reduce freight costs in servicing southern markets. Painters, who form a key sales
channel, recommend products and Berger Paints has been working with them,” says
Ravi Shenoy, an analyst at Motilal Oswal.

Automation

Expansion is also a function of having the desired products, and at the required time.
After all, in an industry that has as many as 5,000 different colour shades, having
the right systems and processes in place is critical. This can only happen through
automation at the factories, an effort that has been driven by Gurbachan.

Berger Paints’ new plant at Anantapur district in Andhra Pradesh is completely

automated: Paint tubs are filled, automatically sealed and then robots stack them on

53
shelves. This is a far cry from the labour intensive plants that the industry had just
a decade ago.

“While lowering the cost of production, automation allows us to get the desired level
of consistency in the manufacturing process,” explains Roy. The Dhingras have also
diversified their plant locations so as to not give the labour unions much clout in
one place.

IT Systems

Demand forecasting also plays a key role in this business. Earlier, Berger Paints had
been hamstrung by the lack of an IT system that allowed them to do this. In
December 2012, Roy had said, “We lose some amount of sales on account of our
inability to supply the right material on time. It is one area we are working on.”

Recognition of this problem was the first step. The company has since worked on
running various packages on an enterprise resource planning (ERP) system,
provided by Oracle, to help it forecast demand correctly.

Relentless focus on costs

The other hurdle faced by the industry is graft. “Corruption is a disease that afflicts
not only the government but also the private sector,” says Kuldip. He narrates
examples of how suppliers short-change the company by charging more and
providing faulty material.

54
To combat this, the brothers went so far as to set up their own packaging unit to
supply to the company. This was done so that they can get a clear idea of costs and
quality, which Berger Paints can then use as a benchmark when it buys from other
suppliers.

Wastage has reduced significantly as also the price charged. Quality is up and costs
are down, words every promoter wants to hear.

The relentless focus on the business, costs and non-interference has created a
powerful cocktail to propel Berger Paints to where it is today. As has the brothers’
attitude—polite to a fault and refreshingly devoted to the company.

Customer Satisfaction

Customer Satisfaction is the result of a process. Customer Satisfaction is a

measurement or indicator of the degree to which customer or user of an
organizations products or service are pleased with those product or services.
Customer Satisfaction is a comparison of expections versus perception of
experience. Customer Loyalty relates to a relationship between a company and a
customer. Customer Loyalty includes behaviour’s. Customer Loyalty includes
attitude where a customer’s judgment and feelings about a product, service,
relationship, brand or company are associated with repeat purchases.

This satisfaction level is a function of difference between perceived performance

and expectations. If the product’s performance, exceed expectation the customer
highly satisfied or delighted. If the performance matches the expectations the
customer is satisfied. If the products performance fallshorts of expectations the cust
omer is dissatisfied.

55
1.Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. High satisfaction
or delight creates an emotional affinity with brand.

2.Variety of factors that affect customer satisfaction includes product q uality,

product availability and after sales support such as warranties and services.
Customer satisfaction seen as a proof of delivering a quality product or service. It is
believed that customer satisfaction brings sales growth, and market share. A
company can alw ays increase customer satisfaction by lowering its price or
increasing its services but this may result in lower profits. Thus the purpose of
marketing is to generate customer value profitability.

3.India is on the threshold of a new millennium. India chose for global economy,
exposing her to winds of change in the market place, which has expanded vastly and
become fiercely competitive. In the changed environment, decision makers view the
marketing concept as the key to success. Marketing in practice has to manage
products, pricing, promotion and distribution.

4.A successful product can be developed by exploding these opportunit ies. While
delivering the value of the consumer we make use of marketing support. This
support is based on the knowledge of consumers and distribution. Marketing support
both at the introduction of products and maturing is considered

5.Marketing, as suggested by the American Marketing Association is "an

organizational function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders".

6.The two major factors of marketing are the recruitment of

new customers

56
(acquisition)and the retention and expansion of relationships with existi ng
customers (base
management). Marketing methods are informed by many of the social, particularly
psychology, sociology, and economics. Anthropology is al so a small, but
growing,influence. Market research underpins these activities. Through advertising,
it is also related to many of the creative arts.

7.For a marketing plan to be successful, the mix of the four "Ps"

Product Profile

Product profile is a range of product which is served by company to customer.

Product profile includes primary product, secondary products and supporting
product too.

Customer Behaviour

Consumer behaviour is the study of when, why, how, and where people do or do not
buy product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in group. It studies characteristics of individual consumers such as
demographics and behavioral variables in an attempt to understand people’s wants.
It also tries to assess influence on the customer from group such as family, friends,
reference groups and society in general.

57
 CHAPTER 5:

DATA ANALYSIS AND

INTERPRETATION

1. Purchasing of Product of Berger

paints Ltd.

58
Table:

Sr No particulars No of response percentage

1 YES 12 60%

2 NO 8 40%

Chart:

INTERPRETATION: About 60% of people have purchased this product but

rest 40% replied with a no.

2. How long you have been our

customer.

TABLE:
Sr no particulars No of response percentage

1 Since 1 year 5 25%

2 Since 3 years 2 15%

3 Since 5 years 3 10%

59
 4 More than 5 years 10 50%

CHART:

INTERPRETATION: From all the people when asked 50% of customer

are from more than 5 years, 10% people are using for 5 years, 15% people
are using it from 3 years and rest 25% are using it since 1 year

3. Usage of berger paints in future

Table:

Sr no Particulars No of responses Percentage

1 Yes 11 55%

2 No 9 45%

Chart;

60
 Interpretation: 55 % of people are willing to use this product in future, rest
45% are not willing to use for some other reasons.

4. Satisfaction of quality Table:

Sr no Particular No of response Percentage

1 Very Satisfied 6 30%

2 Yes 5 25%

3 Average 4 20%

4 No 5 25%

Chart:

61
Interpretation: Customers are very satisfied with quality of the products for
about 30% people when asked replied with positive remarks

62
 5. Attention towards
customers Table:

Sr no Particular No of response Percentage

1 Yes 10 50%

2 No 10 50%

Chart:

Interpretation: 50% people think they get the attention while 50% think they
don’t. which is mainly because shortage of dealers which is been stated in
recommendations.

6 . Preference of Cost
Table:
Sr no Particulars No of responses Percentage

1 Berger luxury 6 30%

63
2 Berger Premium 6 30%

3 Berger economy 8 40%

Chart:

Interpretation: people mostly preferred berger Economy In comparison

with cost,as their reason was for a value for money, majority of people
prefer economic range of colors

7. Ratings for rage of colors of berger

Table:

SR no Particulars No of Response Percentage5

1 1 2 10%

2 2 4 20%

3 3 4 20%

4 4 10 50%

Chart:

64
Interpretation: 50% people are very satisfied with the availability of range
of colors of berger paints in comparison with other existing brands in paints
industry.

8 . Satisfaction for the berger express service

Table:
Sr no Particulars No of response Percentage

1 Satisfied 8 40%

2 Average 5 25%

3 Somewhat Satisfied 5 25%

4 Not Satisfied 2 10%

Chart:

65
Interpretation: In the chart above it is seen that majority of people are
satisfied with the berger paints express service and are happy to use it rest
25% people are on the mindset of average each, and rarely 10% people are
not satisfied with it.

9. Ratings for the durability of berger paints

Table:

Sr no particulars No of Percentage%
responses
1 1 2 10%
2 2 3 15%

3 3 4 20%

4 4 5 25%

5 5 6 30%
Chart:

66
Interpretation: People are very satisfied with the durability of the paints and
have rated 5.where all the reviews are positive for the brand and have more
scope in increasing or maintaining the same quality of the products

67
10 . Preference for berger paints than other
competitors Table:

Sr no particulars No of responses percentage

1 Quality 11 55%
2 rates 6 30%
3 After sales service 3 15%
Chart:

Interpretation: 55% of people choose berger paints because of its quality

30% go with the brand for the rates that are set by the company whereas
15% people prefer berger paints over other competitors for the after sales
service provided by the brand.

11. Satisfaction with the pricing of the berger

paints Table:

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Sr no particulars No of response percentage
1 yes 15 75%
2 No 5 25%
Chart:

Interpretation: About 75% of people are satisfied with the pricing of berger
paints.
Rest 25% I.e. 5 people out of20 are satisfied with the pricing of the
products.

69
 CHAPTER:6

FINDINGS AND
RECOMMENDATI
ONS

70
 Finding and Recommendation

Findings:-

1. About more than 50% of people are using berger paints for more than five
years.

2. 70% of our customers are very satisfied with the quality of berger paints
ltd.

3. Berger economy is preferred by almost 40% of people other 60% of people

went for Berger premium and Berger luxury..

4. More than 55% of people prefer Berger Paints because of its quality.

5. It is seen that T.V commercials attract more than 50% of our customers.

6. For about 75% of customers are very satisfied with our overall pricing
policy of berger paints rest 25% suggested improvement..

7. More than 60% people in market are using products of berger paints and
are satisfied with them.

8. More than 30% of people are seen to be very satisfied by the durability of
the berger products and are willing to use it in future.

9. For about 40% of people are very satisfied with the berger express service.

71
 Recommendations:-

1. They can innovate in their R&D to come up with superior technology for

the paint industry.

2. Berger paints needs to up its game where marketing communication is

concerned.

3. Berger paints is currently present in 4 countries only because of its

manufacturing base, it can expand to emerging markets too.

4. Huge scope for business and product diversification is available for berger
paints.

72
Chapter 7:
Conclusion

73
 Conclusion

This report is an attempt to make a clear picture of paints industries of

India.The paints market is very much competitive although Berger paints
holds the major market share. But the growth rate of the competitors is great
challenges for Berger. Its true that Berger paints is very prominent in the
market because of its high quality products, competitive price rate etc .The
first choice of consumers is Berger because they can relay on it and its long
lasting capabilities. It is also able to provide the consumers option of
choosing variety of colors; 5000 shades with in 5 minutes through its color
bank.

Berger paints is very much restricts in credit policy. It provides credit

only some selected dealers where as other competitors are very much
liberal in credit. Paints traders, wholesalers or retailers, are naturally very
much found of huge credit. Thus they key competitors gradually grow up
in the market through their vast credit policy.

With world class range and durability, Berger is always ready to answer
to all weather condition And try to satisfy every corner of the country.

74
CHAPTER:8

ANNEXURE

75
 8.1 Bibliography

Websites :

www.Bergerpaints.com

www.bergerpaintsinfo.com

www.bergerpaintscommunity.com

www.bergerpaintsindia.com

Berger Paints - Wikipedia

https://en.wikipedia.org/wiki/Berger_Paints

Books :

Marketing strategies and plans.

Marketing management.
How to acquire your first million customers.

76
 ANNEXURE

QUESTIONNAIRE

1.Have you purchased a product of Berger paints Ltd ?

a) Yes

b) No

2.How long have you been our customer ?

a) Since 1 year

b) Since 3years

c) Since 5 years

d) More than 5 years

3.Will you use berger paints in the future ?

a) Yes

77
b) No

c) Somewhat

4.Was the quality of the product up to your satisfaction ?

a) Very satisfied

b) Yes

c) Average

d) No

5.Do you feel the dealers/retailers gave adequate attention to you ?

a) Yes

b) Somewhat

c) No

6.Which Berger product do you prefer more ?

a) Berger luxury

b) Berger premium

c) Berger economy

7. On the scale of 1to5 how would you rate the durability of berger
paints ?

a) 1

78
b) 2

c) 3

d) 4

e) 5

8.How satisfied are you with the berger paints express service?

a) Satisfied

b) Average

c) Somewhat satisfied

d) Not satisfied

9. On the scale of 1 to 5 how would you rate the durability of the berger paint ?

a) 1

b) 2

c) 3

d) 4

e) 5

10. Why would you prefer the berger paints than other brads?

a) Quality

79
b) Rates

c) After sales service

11. How would you rate the value of money for the product ?

a) Reasonable

b) Expensive

c) Cheap

d) Very expensive

12. Which promotion activity attracts you to buy the product of berger paints
than other brands ?

a) Banners

b) T.v. advertisements

c) Events

d) E-advertisement

13. Would you like any improvement in products ? if yes then please let us know

a) Yes

b) No

c) If yes (reason)_________.

80
14. How satisfied are you on the overall products of berger paints ?

a) very satisfied

b) Satisfied

c) Average

d) Dissatisfied

15. How satisfied are you on the overall service of berger paints ?

a) Very satisfied

b) Satisfied

c) Somewhat satisfied

d) Dissatisfied

16. Are you satisfied with the overall pricing of berger products ?

a) Yes

b) No

81
8.2 Executive Summary

The purpose of this project titled Comparative analysis of market

potential of Berger paints ltd.

The study includes interviewing the dealers who are into the business
of building material and collecting information regarding their shop and
contact details it also includes necessary information like annual turnover
so that accordingly they can be contacted in future they were ask that in
what other products they deal at present and which company like cement
pumps steel etc. this data which has been collected through the interview
has helped in delivering many conclusions regarding the market share and
awareness of their competitors and other building related products if sales
and distribution channel is expanded then it would be beneficial for
customer to buy Berger which can only be done by increasing its dealer in
the market so this study also help the company to know how many dealers
are ready to become the dealer of Berger, as India is entering into the
scenario where the consumers want each and every product at one place
,shopping mall is a good example where consumer finds the goods of their
use at one place ,same applies on construction related goods like cement
paint sanitary plywood so in this study the alternate channels are targeted
with which the company as well as dealer will get benefit.

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83