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CONTRACTORS AND
ANALYSIS OF EXISTING
CONTRACTORS ENGAGED IN
LOYALTY PROGRAM OF
BERGER PAINTS
Submitted By:
MD. EUSUF SHEIKH
Roll No.: MBA/12/038
University Roll No.: 10400912019
University Registration No.:121040710019
Company Guide
Name: Mainak Ghosh
Designation: Divisional Sales Manager
Name of Company: Berger Paints India Ltd.
II
Faculty Guide
Name: Shamik Pal
__________________
Md. Eusuf Sheikh
III
With immense pleasure, I would like to present this project report for
Berger Paints India Ltd. It has been an enriching experience for me to undergo
my summer training at Berger Paints India Ltd, which would not have been
possible without the goodwill and support of the people around.
As a student of Institute Of Engineering And Management, Kolkata I would
like to extend my sincere gratitude and thanks to Mr. Mainak Ghosh (Divisional
Sales Manager, Berger Paints India Ltd.) and Prof. Shamik Pal (Faculty Of
Management, IEM College Of Management) to shape my understanding
towards the project. It was because of their immense help and support that this
project has been duly completed.
However, I accept the sole responsibility for any possible error and would
be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.
IV
Executive Summary
Research Methodology: The research conducted was a descriptive one. The data have
been collected with the help of questionnaires contractors. The questionnaire mainly had
open ended question.
Findings:
Asian Paints is the market leader followed by Berger Paints and ICI Dulux.
Contractors are more satisfied with products, loyalty programs and communication
level of Asian Paints.
Bergers new product range is satisfactory. With lucrative schemes and better
communication competitor contractors can be converted in Berger.
There is communication gap with dealers sometime and mostly with contractors.
Schemes and benefits are not well communicated to contactors. Contractors are
unsatisfied with delay in getting their reward. Demand generators mostly failed in
communicating with contactors. Due to all this reasons Bergers existing contractors
are working less with Berger paints.
Berger Paints new call centre where reward points can be uploaded is mostly accepted
and appreciated among the contactors but the contactors are unable to know any data
regarding their point tally from anywhere.
Recommendations:
VI
TABLE OF CONTENT
Chapter
No.
Contents
Page No.
1.
Introduction
1-2
2.
Industry Overview
3-8
3.
Company overview
9-15
4.
Research Methodology
16-19
5.
20-31
6.
32-33
7.
34-35
8.
Recommendations
36-37
9.
Bibliography
38-39
10.
Appendix
40-42
VII
Chapter-1
Introduction
1.2 Purpose:
The purpose of this project is to provide suggestions and recommendations to the company
Berger Paints to groom its strategy for existing and competitor contractors.
1.3 Scope:
Increase the awareness or necessary information to gain the competitive advantage over
the competitor brands.
Increase the sales volume to due to effective loyalty program execution.
Chapter-2
Industrial segment - consists of powder coatings, floor coatings and other protective
coatings catering to the automobile, marine and other industries.
In the domestic market, Decorative segment accounts for 70% of the total demand for paints
whereas the industrial segment accounts for the remaining 30%. Globally, the demand for
paints is almost equally distributed, where both the segments account for close to 50% of
demand.
The paint industry volume in India has been growing at 15% per annum for quite
some years now. As far as the future growth prospects are concerned, the industry is expected
to grow at 12-13% annually over the next five years. FY11 was a challenging year for the
industry as a whole due to subdued demand across key sectors and rising inflation.
There are now twelve players in the organized sector with a market share of 70%. This is in
contrast to the 55% share that the sector commanded a few years back. Major companies in
this segment include Asian Paints (44% market share), Berger Paints (17% market share), ICI
(12% market share), Goodlass Nerolac (15% market share), Jenson Nicholson (6% market
share), Shalimar Paints and Rajdoot Paints. The organized sector has grown at a CAGR of
11.5% in the last five years. The unorganized sector comprising of over 2000 units has a
combined market share of around 30%. The major players are Asian Paints, Goodlass
Nerolac, Berger, ICI and Shalimar. Recently, world leaders like Akzo Noble, PPG, Dupont
and BASF have set up base in India with product ranges such as auto refinishes powders and
industrial coatings. Kansai Paints of Japan, which entered into collaboration with Goodlass
Nerolac in 1984, is now the holding company for Goodlass Nerolac with 64.52 % equity
holding. PPG has a joint venture with Asian Paints to manufacture industrial coatings. Jenson
& Nicholson and
Snowcem India are no longer active players because of dwindling sales in recent years. In the
1990s, helped by a growing economy, the paint industry had recorded a healthy growth of 1213 % annually. This was mainly due to a drastic reduction in excise from a staggering 40% to
16%. However, the growth was restricted in 2000-03 to single digits. There was a revival in
2003-2004 with a robust growth of 13%.8.The per capita consumption of paint in India is 700
grams against 19 kg in the U.S., and 2.7 kg and 5.8 kg in other developing countries like
China and Brazil. As the consumption goes with affordability, the low Indian figure is not a
surprise. High excise duties, low technology and low capital costs for production led to the
incidence of a high number of units in the small scale sector. However, since 1992 the
5
2.6.2 Berger Paints: Berger Paints was the creation of Mr. Lewis
Berger, who in 1760, through his shades had offered people a chance to
transform their homes through the power of imagination. Berger Paints
India Limited has been in India since 1923. In 1991, the stake of the
Company was purchased, by Mr. K S Dhingra, Mr. G S Dhingra and
their associates.
Chapter-3
Company Overview
10
11
12
13
Berger Paints India Ltd.(BPIL) is the 2nd largest paint company in India
15000 plus paint retailers, 85 stock points, 6 RCDs, 7 production units
Total consolidate gross turnover of 3500 crs in 2012-13
Recorded the fastest growth in the decorative paint segment in India growing @ 20%
14
INTERIOR
WALL
COATING
EXTERIOR
WALL PAINT
METAL AND
WOOD PAINTS
Products
Interior Emulsion
Designer Finishes
Distemper
Primer
Exterior Emulsion
Enamel
Clear Wood
CONSTRUCTION CHEMICAL
15
Chapter-4
Research Methodology
16
Wrong number
Noted down
not interested
reported
interested or available
Questionnaire filled up
17
out of station
queued
busy
queued
Not interested
Interested
Fixation of appointment
Feedback taken
Enrollment in scheme
Primary data
Secondary data
18
Bar Chart
Pie Chart
19
Chapter-5
20
39%
55%
Asian Paints
ICI
Nerolac
Interpretation:
Most competition i.e. 50% of the contractors work with Asian Paints followed by ICI
used by 39% contractors and Nerolac used by 6%.
ICI emerging as a great threat to Berger.
21
Category Distribution of
Contractors
A
A+
0
10
20
30
40
50
60
The contractors have been divided into categories on the basis of their total annual purchase
of different types of paints. There are mainly five categories:Category D below Rs 1,20,000
Category C between Rs 1,20,000 and Rs 2,50,000
Category B between Rs 2,50,000 and Rs 5,00,000
Category A between Rs 5,00,000 and Rs 10,00.000
Category A+ - Above 10,00,000
Interpretation:
According to the analysis 29%, 34%, 23%, 11% and 3% of the contractors fall in the
categories A+, A, B, C and D respectively.
22
Unknown
Interpretation:
23
32%
Master Stroke
62%
Color Merchant
Others
Interpretation:
Among the enrolled various contractors majority of the contractors enrolled are in
Asian Paints Master Stroke with a majority of 62% from its rivals.
Next followed by ICI Color Merchant with a majority of 32%.
The remaining 6% of the contractors are enrolled with others brand.
24
16%
33%
Below 5
5 to 15
15 to 25
43%
Above 25
Interpretation:
40% contractors have 5 to 15 painters working under them so these contractors take 2
or 3 individual house project at a time.
32% contractors have 15 to 25 painters working under them. These contractors have
capacity of taking medium projects like stand alone flats.
20% contractors have 5 or less painters working under them. These contractors take
very small projects.
8% contractors have 25 or more painters working under them. These contractors have
capacity of taking big projects like housing complex, housing society etc.
25
31%
Not interested
Used to work with Bereger
Use Berger as secondary product
47%
Interpretation:
45% of the competitor painters are using Berger Paints as their secondary product.
They may increase uses of Berger Paints according to their needs and satisfaction.
2% of contractors are not interest at all in Berger products. They are using their
respecting brands with great satisfaction.
20% of the contractors used work with Berger Paints but for some dissatisfying
reasons they are not using Berger paints anymore.
31% of the contractors want to use Berger paints for their new and improved product
rand if they get some lucrative offers.
26
Dealer Behavior
Non-availability
Not interested
17%
Interpretation:
18% of the competitor contractors do not use Berger paints due to product quality.
21% of the competitor contractors do not use Berger paints due to Berger dealer
behaviour.
17% of the competitor contractors do not use Berger paints due to availability of
product in their area.
44% of the competitor contractors do not use Berger paints because they are not
interested at all in Berger paints they are happy with their respective brand.
27
By Dealer
By Self
10
15
20
25
30
Interpretation:
28
Uploading of Points
3%
20%
frequently
Rarely
Not Interested
77%
Interpretation:
29
13%
30%
57%
Language
Product Details
Necessary Information
Interpretation:
13 % of contractors are facing language barrier i.e. the operators at call centre greets
them in language which is uncomfortable for them.
30 % of the contractors fail to give the exact product details at the time of uploading
points.
57 % of contractors dont get the information about their rewards point.
30
23%
60%
Quantity discount
Price discount
Assured gifts
Interpretation:
31
Chapter-6
32
Majority of the competitor contractors lift product of value more than 5 lakhs
annually.
Majority of competitor contractor are working with Asian Paints as they are satisfied
with the product quality and loyalty scheme of Asian Paints.
Few dissatisfy contractors had a complaint that the coverage of paints of Berger is less
as compared to what it had been previously. This has led to the loss of many
dedicated contractors of Berger who are now shifting towards Asian Paints and ICI.
ICI is growing very fast which is a threat to Berger Paints.
According to the survey most of the competitors contractors don not use Berger
because they are unsatisfied with the behavior of their local area Berger dealers.
Survey shows that another section of competitor contractors do not use Berger Paints
due to non availability of Berger Paints dealer in their area.
Brands like Nerolac and Shalimar are hardly preferred.
The contractors have a complaint that there is a communication gap between the
representatives or executives of Berger and the contractors. Many contractors left
Berger for the communication gap.
Most of the contractors have complaint that they dont get their loyalty scheme
rewards in time.
Major section of existing contractors is happy about the process of uploading points in
call centre as they dont have to depend on dealers.
As most of the contractors are not used to call centre process they feel uncomfortable
uploading points at call centre.
On the basis of the survey conducted its found that major section of the revenue of
Berger Paints comes from Interior and Exterior paints.
Shade cards i.e., those cards which contains all the different shades of colors, are not
easily available to the contractors.
Most of the contractors are satisfied with the paint quality of Berger, mostly the
primer.
Most of the contractors are less educated and they do not show their interest towards
scheme as they feel it is a complicated process.
Lack of trust between dealer and contractors regarding point upload.
Few painter meet takes place so problem encountered by the contractors on regular
basis remain unattendent.
33
Chapter-7
34
Only 65 contractors and 35 interior decorators have been visited, which comprises a
very small sample.
Survey area was confined to south Rajarhat, Salt Lake and B.T. Road.
Survey was totally confined within small level contractors, but a huge sale which is
contributed by the real estates, builders etc are not investigated.
Some of the painters were reluctant in providing the information due to lack of trust
and familiarity with me.
This study can be used by the company to convert more contractors into dedicated
Berger paints customers.
Analyze the requirements of the competitor contractors and devise strategies of new
market penetration.
35
Chapter-8
Recommendations
36
37
Chapter-9
38
9.2 Reference
1. http://en.wikipedia.org/
3. http://www.scribd.com/
4. http://www.slideshare.net/
5. http://www.bergerpaints.com/
6. http://www.monwyworks4me.com/
39
Chapter-10
Appendix
40
ii) Nerolac
iii) ICI
iv) Shalimar
ii) No
iii) Other
41
ii) By dealer
................
II.
III.
....
42