A STUDY AND COMPARATIVE

ANALYSIS OF MARKET
POTENTIAL OF BERGER
PAINTS
s,
S..t.--:/ -+-+/
CCMAn? ln18CuuC1lCn
8erger a|nts Ind|a L|m|ted an lndan panL companv whch
operaLe cheflv n lnda headquarLered n kolkaLa
lL ha come a lona wav nce L ncepLon n 17
Lh
uecember
1923
lnda' econd laraeL decoraLe panL plaver 8eraer anL
erce Lhe markeL Lhrouah a dLrbuLon neLwork of 82 Lock
ponL and 12000+panL reLaler
MA8kL1 SPA8L
19
30
20
12
19
8eraer anL
Aan anL
kana nerolac
lCl anL
CLher 8rand anL
Source wwwequLvmaLercom
C8!LC1lvLS
W rmarv Cb[ecLe
1o denLfv Lhe drawback whv Lhe markeL hare of Lew
8eraer panL le when compared Lo oLher compeLLe
producL
C8!LC1lvLS
W Secondarv Cb[ecLe
1o Ludv Lhe preence of oLher mlar brand n Lhe
dfferenL channel and compare L wLh 8eraer anL
Cur work compred of Lna dfferenL place Lo reach
ouL Lo 100 reLal counLer n Lhe pecfc area
1o fnd ouL Lhe necearv Lep Lo oercome Lhe drawback
8eraer anL
8LSLA8CP ML1PCuCLCC?
W 8eearch uean
uecrpLe reearch dean
W uaLa Source
rmarv Source anL uealer
Secondarv Source 8ecord of Lhe companv and lnLerneL
8LSLA8CP ML1PCuCLCC?
W uaLa CollecLon MeLhod
Surev MeLhod
W 8v peronal nLerew una framed queLonnare
Samplna uean
W SLraLfed Samplna
Se
W 100 repondenL
88Anu
14
33
12
6
13
8L8CL8
ASlAn
lCl
nL8CLAC
C1PL8S
CCMAn? nuM8L8S
8eraer 24
Aan 90
lCl 20
nerolac 11
CLher 26
MACPlnL
13
68
11
3
3
8L8CL8 ASlAn lCl nL8CLAC C1PL8S
CCMAn? nuM8L8S
8L8CL8 14
ASlAn 73
lCl 12
nL8CLAC 3
C1PL8S 3
Aln1S SALLS L8 MCn1P (ln Ll18LS)
00
100
200
300
400
300
600
700
800
900
8eraer Aan lCl nerolac CLher
0 300 L 373 222 430 818 377
301 1300 L 167 133 230 91 269
1301 3000L 230 189 200 91 113
30013000L 167 200 30 00 00
Aboe 3000L 42 236 30 00 38
Aln1S SALLS L8 MCn1P (ln 8S)
00
100
200
300
400
300
600
700
8eraer Aan lCl nerolac CLher
0 1 Lac 373 222 300 636 377
3 Lac 8elow 42 144 130 182 231
6 Lac 8elow 167 144 130 91 77
10 Lac 8elow 333 144 200 00 77
Aboe 10 Lac 83 344 00 91 38
uLALL8SPl ()
0
10
20
30
40
30
60
70
anL Pardware 1le LlecLrcal CemenL SLeel
020 26 38 0 11 10 4
2140 33 23 33 16 17 26
4160 18 27 67 32 43 0
6180 13 13 0 42 30 70
81100 8 0 0 0 0 0
CuS1CML8 8CllLL
CuS1CML8 8CllLL nuM8L8S
Poue Cwner 99
anLer 90
ConLracLor 42
Lnaneer 39
37
33
16
14
CU51CMLk kCIILL ()
Poue Cwner
anLer
ConLracLor
Lnaneer
PCuSL CWnL8S 8u?S Aln1 Cn
WPCSL 8LCCMMLnuA1lCn
A81lCuLA8S nuM8L8S
anLer 63
ConLracLor 6
Lnaneer 6
neahbour 17
Cwn uecon 73
38
3
4
10
43
CU5L CWNLk DLCI5ICN
kLCCMMLNDA1ICN ()
anLer
ConLracLor
Lnaneer
neahbour
Cwn uecon
uLLlvL8? L8lCu
00
100
200
300
400
300
600
700
800
900
Aan 8eraer lCl nerolac CLher
2 Pr 44 00 00 00 00
2 4 Pr 22 83 30 00 00
4 6 Pr 78 83 30 91 00
6 8 Pr 67 00 30 00 38
24 Pr 678 667 730 818 769
2 uav 111 167 100 91 192
MlnlMuM LC1 Cl uLLlvL8? Cl
Aln1S
00
100
200
300
400
300
600
700
800
900
1000
Aan 8eraer lCl nerolac CLher
1 Cae 978 1000 930 1000 923
20 LL 11 00 00 00 38
30 LL 11 00 30 00 38
ll uLLlvL8? lS 1 CASL 1PLn 1lML
L8lCu
00
100
200
300
400
300
600
700
800
900
1000
Aan 8eraer lCl nerolac CLher
2 Pr 33 00 00 00 00
2 4 Pr 00 42 30 00 00
4 6 Pr 11 83 30 00 00
6 8 Pr 44 00 00 00 00
24 Pr 789 708 700 909 808
2 uav 122 167 200 91 192
uLLlvL8? L8lCu Cl SLCW MCvlnC
MA1L8lALS
00
100
200
300
400
300
600
700
800
900
Aan 8eraer lCl nerolac CLher
1 uav 222 333 300 91 113
2 uav 689 623 330 818 692
3 uav 33 00 100 91 192
Aboe 3 uav 36 42 30 00 00
ACCCun1 S1A1LMLn1 Cl Aln1
CCMAnlLS
00
100
200
300
400
300
600
700
800
900
1000
Aan 8eraer lCl nerolac CLher
LxcellenL 911 1000 900 909 731
Cood 78 00 30 91 134
Aeraae 11 00 30 00 77
oor 00 00 00 00 38
WPL1PL8 1PL ACCCun1 S1A1LMLn1
lS unuL8S1AnuA8LL C8 nC1
0
10
20
30
40
30
60
70
80
90
100
Aan 8eraer lCl nerolac CLher
?e 99 100 93 100 96
no 1 0 3 0 4
SCPLMLS Cl Aln1 CCMAnlLS
00
100
200
300
400
300
600
700
800
8eraer Aan lCl nerolac CLher
LxcellenL 123 322 100 636 423
Cood 342 289 100 91 38
Aeraae 333 336 730 273 462
oor 00 33 30 00 77
WPL1PL8 1PL SCPLMLS A8L
unuL8S1AnuA8LL C8 nC1
0
10
20
30
40
30
60
70
80
90
100
Aan 8eraer lCl nerolac CLher
?e 99 100 100 100 100
no 1 0 0 0 0
CCnCLuSlCn
Berger is the 2nd largest decorative paint company and third largest
paint manuIacturer in India. Berger Paints is Iollowing continuous
growth strategy. The installed capacity as in FY10 Ior synthetic
resin was 32,287 Metric Ton (MT) per annum while paints,
varnishes and enamel together have an installed capacity oI
240,315 MT per annum. The maior competitors are Asian and
Nerolac . With proper marketing mix and strategy the company
would be able to increase its dominance in the whole country.
LlMl1A1lCnS
W $ince regions Irom where researcher has to collect the data was pre
speciIied so some oI the regions which were not stated were leIt out.
W $ome oI the dealers were hesitant in providing the inIormation due to lack
oI trust and Iamiliarity with the researcher.
W In some shops the real owners was not there so inIormation may not be
perIectively up to the point.
W $ome oI the dealers were inIlating their sales Iigures.
W Only some areas were chosen Ior survey, so it cannot say the overall
reports.
W Few dealers don`t have the awareness about the survey, so they were scared
to provide the data.
SuCCLSS1lCnS
W The advertisement is given Ior only Iew brands like silk, weather
coat, Luxol, Rangoli easy clean. ThereIore the company needs to
emphasize more on the promotion oI sub-brands. The advertisement
can be made in a Iunny manner which would easily reach the
customers.
W Advertisements can be given in south Indian TV channels. Banners
can be given to dealers as a part oI promotional activity. People are
not aware about the products oI Berger paints so that promotional
activities are very much necessary.
W More and more women can be Iound perusing the shelves at paint
stalls in search oI the right type oI paint Ior their homes. $o the
company can target this new set oI interested customers by
increased advertising in women magazines.
W istribution and transportation can be improved.
W The services provided by the company on the website are not being
used because oI the low penetration oI internet in India. $o we
recommend that these Iacilities should be made available at the
point oI purchase.
W Berger could also target Iew new customers oI the same area and
give them giIt item. This would make customers Ieel special and the
positive word oI mouth, a Iactor oI customer loyalty, can be
achieved. However it is suggested that this should be done on a trial
basis, Ior a yearlong period. II the outcome is not IruitIul, Berger
can always terminate the idea.
W A one year period can be used Ior proper evaluation oI the dealers,
whether or not they are making proper used oI the improved
Iinancial beneIits. Upon assessment oI the dealers aIter one year, Iew
ineIIicient dealers could be terminated. This would increase
competition within the dealers, and thus increase productivity.
W As there are already many dealers in the urban areas the main Iocus
can be to increase the sale oI paints in rural areas by increasing the
availability in the Iorm oI making new dealers.
W ealers need to improve their approach in selling the Color Bank
option, Ior which Berger can give more emphasis towards the
dealers. ealers play a vital role to attract consumer and they are the
one who can convince people buying behavior. Berger Paints is
already in a good position and they successIully can keep good
relation with the ealer`s but their approach should be more dynamic
and more prompt.