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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