1

A

Summer Training Report

On

“KNOWING THE STATUS OF BERGER PAINT AMONG PAINT DEALERS”

Submitted To Uttarakhand Technical University In The

Partial Fulfillment of

“Master of Business Administration”

(Two Year’s Regular Degree Program)

BATCH- 2015-2017

Date: 10th December, 2016

SUBMITTED BY:

VIKASH GUPTA

UNDER THE SUPERVISION:

MR. PUSPENDER SINGH

2

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number of people to whom I shall always remain grateful.

I would like to record my gratitude to Berger Paint Company for allowing me to undertake this project.

I take this opportunity to thank Mr. Vipul Agrawal (Depo Manager of Gurugram City) for providing us an opportunity to work for Berger Paint Company.

I am also desirous of placing on record profound indebtedness to Mr. Puspender Singh (Professor) of Quantum School of Business for the valuable advice, guidance, precious time and support that he offered.

I would be failing in my duty if do not acknowledge the gratitude to Director of Quantum School of Business, who motivated us a lot in carrying out this project.

Last but not least, I would also like to thank all the respondent for giving us their precious time and relevant information and experience, as and when required without which this project would not have been possible.

Vikash Kumar Gupta

Date:

3

CERTIFICATE

This is to certify that summer project report titled “To know the status of Berger Paint among paint dealers” has been accomplished by Vikash Kumar Gupta under my guidance and supervision. This project is being submitted by him in the partial fulfillment of requirement for award of the “Masters of Business Administration” From “Quantum

School of Business”

This work has not been submitted by him anywhere else for the award of any degree or diploma. All sources of information and help have been duly mentioned and acknowledge

Berger Paint India Ltd.

Mr. Vipul Agrawal

(Area Sales Manager/Depo Manager)

Katana Complex, Khasra No. 10947/7283/2918/2 Daulatabad, Industrial Area, Gurgaon (Haryana) - 122001

4

Certificate

Quantum School of Business

Mandawar (22 K.M. Milestone), Roorkee – Deharadun Highway (NH 73), Roorkee, 247662

Contact No. – 01332-2781728, +91-9319909777

Approved by AICTE, Ministry of HRD, Government of India

This is to certify that Mr. Vikash Gupta is a student of MBA final year (3rd Sem.) of Quantum School of Business, Roorkee of batch 2015-2016. He has satisfactory completed the training on the topic “Knowing the Status of Berger Paint Company among Paint Dealers” in Gurugram City as per the rules and guidelines of Uttarakhand Technical University, Deharadun (Uttarakhand) in the academic session 2015-2017.

(Signature) (Signature)

Project mentor Head of department

5

Content

S.NO. Content Page No.

1

Executive Summary

6

2

Objective of the Study

7

3

Chapter 1 - Overview

8-34

4

Chapter 2 - About The Company & About the Topic

35-42

5

Chapter 3 – Research Methodology

43-46

6

Chapter 4 – Data Analysis & Findings

47-69

7

Chapter 5 – Recommendations

70-71

8

Chapter 6 – Conclusion

72-73

9

Chapter 7 – Limitation and Scope of the Study

74-75

10

Chapter 8 - Bibliography &Annexure

75-83

6

Executive Summary

The purpose of this project titled “To know the status of Berger Paint among paint dealers ” The first part of the study includes interviewing existing Dealer and taking some of their personal details like Address, Phone No and Visiting card and also necessary information like the sales fingers of the holding dealership

These data which has been collected through the Questionnaire and Interview has helped in deriving many conclusions regarding the market share of each companies and also it helped to find out the major brand of Paint Company its performance and dealers test and preferences

It also helped to find out that which company product has in best quality and which companies provide best quality of service as per the dealer’s point of view

A survey of the this topic may shows and help to know about the different brand of the paint industries, its product and dealers thinking about the all product like interior, exterior, enamels and wood coating.

My survey reports are helpful for Berger Paint Company in Gurugram region for removing the weakness for becoming the major brand as whole

Berger paint can remove weakness with the improving service quality, improving the supply system and with different promotional practices

Berger has vast distribution network. Promotion and sales of Berger paint mostly increase during festive seasons. On the basis of survey the major section of the revenue of Berger paints comes from Interior paints. Berger is engaging them in dealer satisfaction program by offering many lucrative schemes to them. These schemes will definitely serve the company to achieve its goal.

I was faced a lot of problem during my research work mostly at the time when I collect the data for completion my research work

There were some respondent who don’t want to response while some respondent not response

properly

So that’s why I mention those data which is properly response by the respondent. So it was

very difficult for me remove that data

7

Objective

To know the dealers view about the major paint companies

To know the major paint company in Gurugram city

To know about the service quality provide by the paint companies for dealers

To know the dealers satisfaction about the paint companies

To know the product quality provide by the companies

To know about the factor affect the sale of the companies

8

9

Brief Description 1.1

The Indian paint industry is over 100 years old. Its beginning can be traced back to the setting up of a factory by Shalimar Paints in Calcutta (now Kolkata) in 1902. Until World War II, the industry consisted of small producers and two foreign companies. After the war, the imports stopped, which led to the setting up of manufacturing facilities by local entrepreneurs. Still, the foreign companies continued to dominate the market.

Initially British paint companies such as Good lass Walls (now Good lass Nerolac), ICI, British Paints (now Berger Paints), Jenson & Nicholson and Blundell & Eomite dominated the market. There are now twelve players in the organized sector of India's paint and coatings market and over 2,000 in the unorganized sector. In 2003-04, the organized sector held 70% share of the approximately $1.5 billion (Rs 6,800 crore) industry, while the balance was made up of the unorganized units.

The major players are Asian Paints, Good lass Nerolac, Berger, ICI and Shalimar. Recently, world leaders like Akzo Nobel, PPG, DuPont and BASF have set up base in India with product ranges such as auto refinishes, powder coatings and industrial coatings.

Kansai Paints of Japan, which entered into collaboration with Good lass Nerolac in 1984, is now the holding company for Good lass 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.

The Indian paint industry has two main market segments-industrial and decorative paints. While industrial paints are used for protection against corrosion and rust on steel structures, vehicles, white goods and appliances, decorative paints are used in protecting valuable assets like buildings.

The Indian decorative business has a share of approximately 77% in total sales. In foreign countries 50-70% of the business is from the industrial segment.

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 challenging year for industry as a whole due to subdued demand across key sector and rising inflation.

Presently, the growth of the Indian paint industry is being witnessed from new demand pockets, especially in Tier-II and Tier-III cities, thus, signaling the growing acceptance of quality products among the masses. The growing popularity of quality paints and increasing income levels of people residing in Tier-II and Tier-III cities have pushed the growth in premium paint market of Indian decorative paint industry.

10

The report further classifies decorative paint market by product class which includes premium paints, mid-tier paints and economy paints. It provides market forecast till 2014-15 of each of this segment. As with other fields, some challenges also exists in this promising sector that can affect the growth trajectory of the paint industry, if not handled accordingly. For instance, the industry is highly raw material-intensive and any fluctuation in the availability of raw material leads to substantial price fluctuation in paint production costs. Thus comprehensive analysis of raw material paint market is also included in the report mainly focusing on its major segments such as pigments, solvents, binders and additives. Our team provides the overall raw material paint market as well as its segments market forecast till 2014-15. Further, our report provides extensive information on the emerging market trends and drivers along with regulatory initiatives, which are collectively uplifting the industry outlook of India. It also provides insights on paint export and import market, along with a brief overview of the prominent industry players to provide a balanced research outlook of the industry. The research also foresees immense opportunities for various domestic and international players in this segment. Overall, our report presents a comprehensive and complete analysis of the Indian paint industry, which will prove decisive for intending clients.

11

Indian Paint Industry 1.2

INDIAN PAINT INDUSTRY

DECORATIVE SEGMENT

(70%)

PREMIUM RANGE (HIGH

END ACRELYC EMULSION

METROS AND LARGE CITIES

MEDIUM RANGE

(ENAMEL PAINTS)

SMALL CITIES

DISTEMPER RANGE (LOW END PAINTS)

SUB URBAN AND RURAL

AREA

INDUSTRIAL SEGMENT

(30%)

AUTOMOTIVE SECTOR

(2/3rd SHARE)

CONSUMER DURABLES

MARINE PAINTS

OTHERS OEMs

12

Drivers to the growth of the Paint Industry1.3

Increasing level of income and education: - The proportion of young population along with increasing disposable income is leading to a change in consumer habits. The Indian economy is shifting from a saving economy to a spending economy. With more income at their disposal, people are now ready to pay for better products and paints are no exception.

Increasing Urbanization: - Urbanization is leading to a shift from temporary house to permanent houses. Urban houses are well- designed in its interior as well as exterior aspect. This calls for more houses being painted using medium and premium paints. For urban house interior design is becoming a fashion statement and a lot of paint is used to decorate the interiors. Urbanization also brings more nuclear families. More nuclear families mean more number of house even for the existing population the further driving the demand.

Increasing share of organized sector: - Decrease in taxes on key raw materials will improve the position of the organized players. The organized sector is expanding its distribution network and adopting the installation timing machine at retail outlet. The unorganized player are not in position to offer such facility as its comparatively capital intensive. Shift in use from distemper segment toward premier segment is also shifting market share from the unorganized sector to the organized sector.

Increasing Penetration in the Rural Market: - Paints usage in rural area is generally in the distemper segment, hence dominated by the unorganized player. Demand in rural areas is dependent on agricultural, which is dependent on the monsoon. With the development of irrigation facility, the dependence of agriculture output on monsoon will be on decreasing trend Also, with modernization of agriculture and accompanying development of rural India consumer preference are expected to improve. These factor supported by increasing penetration of the paint companies will help drive the demand for paints.

13

Main Concerns of the paint industry 1.4

Cost of Raw material: - The cost of raw material is an important factor as the industry is raw material intensive. Fluctuation in the prices of Titanium dioxide and Petroleum directly affect the production cost. This is more of a concern for the industrial segment as compared to the Decorative Segment, as it is comparatively easier to pass on the costs in case of decorative paints. Also, a large portion of raw material is imported, leaving the costs factor vulnerable to exchange rate fluctuation.

MNCs Entering the Indian paint industry: - The entry of established foreign player in the Indian market may increase the competition among the player of the industry. This may lead to price competition which may impact the profit margin of the companies. As a result, the increase in volume growth may not equally reflect in the profit growth for the companies.

14

Top Paints Brand in India 1.5

Kansai Nerolac Paints:- Kansai Nerolac paints (formerly known as Good lass Nerolac Paints Ltd) is the largest industrial paint and third largest decorative paint company of India based in Mumbai. It is a subsidiary of Kansai Paint of Japan. It is engaged in the industrial, automotive and powder coating business. It develops and supplies paint systems used on the finishing lines of electrical components, cycle material handling equipment, bus bodies, containers and furniture industries.

Kansai Nerolac Paints has 5 paint manufacturing plants and about 6–7 contract

manufacturers. The Nerolac owned plants are at:

1. Jainpur (Uttar Pradesh)

2. Bawal (Haryana)

3. Lote, Chiplun (Maharashtra)

4. Hosur (Tamil Nadu)

Kansai Nerolac Paints Ltd. has entered into much technical collaboration with other industry

leaders such as E.I. Du-products.

The Mumbai-based company is the leader in the industrial paints segment with a market

share of over 40%.It is the third-largest player in the decorative paints segment with a

modest market share of 13%. Nearly 75% of the Indian paints industry consists of the

decorative segment

Kansai Nerolac Paint’s key products and brands include the following:

Decorative Paints: Interior wall paints, Exterior wall paints, Wood surface paints and

Metals surface paints.

Automotive Coatings: Pre-Treatment Chemicals, Electrodepositing. Intermediate

Coats/Primer Surfaces, Topcoats, Clear Coats, Touch Up Paints, Auto Refinishing

Products, Heat Resistant Paints, and Underbody Paints & PVC Sealants & Regards

Transit Protection Films.

Berger Paints India Ltd: - Berger Paints is the second largest Paint company

in India and a market leader in Industrial Paint for the past 45 years with a consistent

track record of being one of the fastest growing paint companies, quarter on quarter,

for the past few years. Headquartered at Kolkata has 10 manufacturing units and over

15

110 stock points. The company also has an international presence in 4 countries –

Russia, Poland, Nepal and Bangladesh. With employee strength of over 2,800 and a

countrywide distribution network of 25,000+ dealers, Berger is established in the

sector with a varied portfolio of paints and tailor-made customer services.

In 1770, Louis Steigen Berger moved from Frankfurt to London to sell a Prussian blue color, which was made using his own formula. He then changed his name to Lewis Berger and by 1870 Berger Paints was selling 19 different pigments, including black lead, sulphur, sealing wax and mustard. After the demise of Lewis Berger his sons took over the business. Sherwin-Williams, an American company bought control of the company in the 1900s. By the 1940s Mr. Hadfield set up Hadfield's (India) Ltd., a small paint company in Kolkata on 17 December 1923. Towards the end of 1947, British Paints acquired Hadfield's (India) Ltd and thus British Paints (India) Ltd was incorporated in the State of West Bengal.

In 1991 UB group sold the company to Kuldip Singh Dhingra(Chairman) and Gurbachan Singh Dhingra (Vice Chairman) Mr. Subir Bose took over as Managing Director on 1 July, 1994. Mr Bose retired on 30 June, 2012, handing over the reign of the company to Mr. Abhijit Roy, who is the current Managing Director and Chief Executive Officer.

Asian Paint:- Asian Paints is India’s leading paint company and Asia’s second

largest paint company, with a group turnover of Rs 155.34 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 19 countries and has 26 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints, Taubmans and Kadisco.

Asian Paints was included in Forbes Asia’s ‘Fab 50’ list of Companies in Asia Pacific in

2011, 2012, 2013 and 2014. Forbes Global magazine USA ranked Asian Paints among the ‘200 Best Small Companies in the World’ for 2002 and 2003 and presented the 'Best under a

Billion' award, to the company. Asian Paints is the only paint company in the world to receive this recognition.

The company has come a long way since its small beginning in 1942. Four friends who were willing to take on the world’s biggest, most famous paint companies operating in India at that

time set it up as a partnership firm. Over the course of 25 years, Asian Paints became a corporate force and India's leading paints company. Driven by its strong consumer-focus and innovative spirit, the company has been the market leader in paints since 1967. Today it is

16

double the size of any other paint company in India and manufactures wide range of paints for Decorative and Industrial use.

In Decorative paints, Asian Paints is present in all the four segments v.i.z Interior Wall Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It also introduced many innovative concepts in the Indian paint industry like Color Worlds (Dealer Tinting Systems), Home Solutions (painting solutions Service), Kids World (painting solutions for kid’s room),

Color Next (Prediction of Color Trends through in-depth research), and Royale Play Special Effect Paints, just to name a few. It has also introduced ‘wall coverings’ under its portfolio.

Asian Paints has always been ahead when it comes to providing consumer experience. It has set up Signature Stores in Mumbai, Delhi and Kolkata in India, where consumers are educated on colors and how it can change their homes. The company has also set up ‘AP

Homes’ – a multi-category décor store in Coimbatore (Tamil Nadu, India) which offers décor solutions across categories of paints, wall papers, kitchen, bath fittings, sanitary ware, furnishings etc.

Asian Paints also operates through ‘PPG Asian Paints Pvt Ltd’ (50:50 JV between Asian

Paints and PPG Inc, USA, one of the largest automotive coatings manufacturer in the world) to service the increasing requirements of the Indian automotive coatings market.

Imperial Chemical Industries (ICI): - ICI was a British chemical company and was, for much of its history, the largest manufacturer in Britain.[1] It was formed by the merger of leading British chemical companies in 1926. Its headquarters were at Milbank in London, and it was a constituent of the FT 30 and later the FTSE 100 Indexes.

ICI made paints and specialty products, including food ingredients, specialty polymers, electronic materials, fragrances and flavorings. It was acquired by Akzo Nobel in 2008,[2] who immediately sold parts of ICI to Henkel, and integrated ICI's remaining operations within its existing he company was founded in December 1926 from the merger of four companies: Brunner Mond, Nobel Explosives, the United Alkali Company, and British Dyestuffs Corporation established its head office at Mill bank in London in 1928. In its first year turnover was £27 million.

In the 1920s and 30s, the company played a key role in the development of new chemical products, including the dyestuff phthalo cyanine (1929), the acrylic plastic Perspex(1932.

Akzo Nobel N.V. Trading as Akzo Nobel is a Dutch multinational company, active

in the fields of decorative paints, performance coatings .

17

Special chemicals, Headquartered in Amsterdam, the company has activities in more than 80

countries, and employs approximately 46,000 people. Sales in 2015 were EUR 14.9 billion.

Following the acquisition of ICI, the company has restructured on 2 January 2008, and

rebranded itself on 25 April of the same year.

This part of the business is mostly geographically organize

Europe, Middle East and Africa, Latin America, Asia.

Market Share of Top Brands of Indian Paints Companies 1.7

Asian 53.60%

Nerolac 15.60%

ICI Paint 1.90%

Akzo Nobel 11.10%

Berger 17.80%

Market Share of Top Indian Paint Companies

Asian Paint

Kansai Nerolac Paint

ICI Paint

Akzo Noble Paint

Berger Paint

18

Management Team 1.8

S.NO Name of the Member Position

1 Mr. Abhijit Roy MD &CEO

2 Mr. Aniruddha Sen Sr. Vice President

3 Mr. Srijit Das Gupta Director, Finance

4 Mr. Bhabesh Bera Sr. Vice President – R&D

5 Mr. Sandip Mitra Sr. Vice President – Sales & Marketing

6 Mr. Deepak Misra Vice President – IT

7 Dr. Prosanta Kumar Ghose Vice President- Manufacturing

8 Mr. K. K. Sai Vice President – Marketing, Retail

9 Mr. Indrajit Amal Majumdar Vice President – Sales, Retail

10 Mr. Subhashish Das Vice President – HR & Personal

11 Mr. Sudip Das Gupta Sr. Genral Manager – Sales & Marketing

12 Mr. Bijoy Mukherjee Powder Coating Sales & Marketing

13 Mr. Dinesh Kumar Virmani Material

19

Global Group Presence 1.9

Apart from operations in Russia, with a production facility at the Berger manufacturing unit at Krasnodar, Berger has also expanded its footprint in Nepal by setting up a second unit. Today, Berger's sister company in Bangladesh is the dominant leader, with over 65% market share. In keeping with the Company's dynamic growth plan, Berger has also acquired Bollix SA of Poland, a leading provider of External Insulation Finishing Systems (EIFS) in Eastern Europe. As Berger continues to grow internationally, it also continues to be the second largest paint company in India.

Berger is the lone supplier to Nuclear Power Plants with its protective coatings. The automotive sector, be it cars or bikes, is primarily ruled by Berger's automotive coatings. Luxury cars, including Mercedes, make use of Berger's products. Companies like Nokia use Berger's services as well. Berger has also tied up with Becker of Sweden to manufacture coil coatings for steel surfaces.

20

Berger Presence in India

Berger's presence in India consists of factories in 7 locations, spread over all four major regions of the country. Besides this, Berger has its presence in over 80 locations all over the nation, and a dedicated sales team in all locations with an empowered support staff to cater to the customer's every need

21

Landmark Project 1.10

The Bandra Skywalk Project – Mumbai

Hotel Le Meridians, Delhi (1997-1998)

TAPMI, Manipal

Hotel Shangri La, Delhi (1996-1997

Mantri Greens, Bangalore

Akshardham Temple, Delhi(2002)

Calcutta Club, Kolkata

Bengaluru International Airport - Bangalore

Cognizant, Chennai

Eden Gardens - Kolkata

The CSI Airport - Mumbai

Gold Souk Grande, Cochin

City Centre II, Rajarhat, Kolkata

All India Institute of Medical Sciences (AIIMS) - Delhi

Commonwealth Games Village - Delhi

22

Award and Certification 1.11

10th Annual Construction World Global Award 2012

Builder Information Bureau (BIB) 2012 Leadership in Paint

Category

Reader’s Digest Gold Award- 2008 Most Trusted Brand

23

Fastest Growing Paint Company Construction World NICMAR

Award

Best Supplier Award Outstanding Contribution in Product

Development 2005

Certificate

24

Certificate

Certificate

Certificate

25

Certificate

Certificate

Certificate

26

Internal Operation 1.12

Apart from operations in Russia, with a production facility at the Berger manufacturing unit at Krasnodar, Berger has also expanded its footprint in Nepal by setting up a second unit. Today Berger’s sister company in Bangladesh is the dominant leader with over 65% market

share. In keeping with the Company’s dynamic growth plan, Berger has also acquired Bollix SA of Poland, a leading provider of External Insulation Finishing Systems (EIFS) in Eastern Europe. As Berger continues to grow internationally also continues to be the second largest paint company in India.

Policies 1.13

Quality Policy

We at Berger Paints are committed to provide full satisfaction to our customers with respect to Quality, Reliability and Delivery and attain Quality Leadership for all products that are offered by us. We shall achieve this goal by:

Establishing a Quality Management System conforming to International Standards. Institutionalizing a culture of "Getting it Right, First Time." Upgrading our Technology continuously to meet expectations of customers. Planned and structured Training and Development Programmers for all employees. Creating an environment which encourages team effort and where each individual's

contribution is recognized and valued.

Remuneration Policy

Pursuant to the revised Clause 49 of the Listing Agreement, The Remuneration Committee is to recommend to the Board a policy relating to the remuneration of the Directors, Key Management Personnel and other employees.

The Policy is as under:

27

Employees In determining the salaries of employees, including the Managing Director, Executive Directors and Key Management Personnel, other than those who are unionized, the guiding principle will be retaining and rewarding performers. Meritocracy and usefulness to the Company and comparable costs for obtaining similar services from other sources will be given due consideration. A robust appraisal system will be in vogue for the purpose. Remuneration will be fair and equitable and in accordance with applicable laws. Salary of the employees will contain a suitable variable part.

The overall impact of revision in salaries every year will be approved by the Board as part of the year's budget.

Non- executive Director

In terms of Section 197(6) of The Companies Act, 2013, a director may be paid remuneration either by way of a monthly payment or at a specified percentage of the net profits of the company or partly by one way and partly by another.

Shareholders of the Company, at its meeting held on 2nd August, 2012, resolved that the Directors of the Company, who were neither in whole time employment nor Managing Director would be paid a commission of 1% of the net profits of the Company, subject to a limit of Rs.1 Crore in a year. The commission is to be distributed in a manner determined by the Board. This resolution is valid for a period of five years in accordance with the terms of the provisions of Section 309 of the Companies Act, 19 The Directors, other than those in whole time employment or Managing Director, will be paid commission not exceeding such amount as is allowed in terms of section 197 of The Companies Act, 2013 and approved by the shareholders. The exact amount to be paid to each Director and the time of such payment will be determined by the Board.

Executive Directors

Executive Directors, who are also related parties, by virtue of being a relative of another Director or a key management personnel will be paid remuneration in accordance with Section 188 of The Companies Act, 2013 and the relevant Rules. Shareholders' approval will be sought wherever necessary and the Remuneration Committee will finalize the salaries every year within the prescribed limits. Such Directors, if they are also promoters, will not be entitled to stock option plans.

28

Managing Director and other Executive Director

The ceiling of remuneration of the Managing Director and Executive Directors, other than those mentioned at (2) above, will be determined by the shareholders, if required by law. If such shareholders' approval is not required, the ceiling will be determined by the Board. The Remuneration Committee will finalize the remuneration every year within the prescribed limits based on market rates and industry standards. Care will be taken to align reward with actual performance. The Managing Director and such Executive Directors may be granted ESOP and similar benefits, as are prevailing, subject to necessary approvals, by the Remuneration Committee.

Key Management Personnel (KMP)

The yearly remuneration of KMP will be finalized by the Managing Director within the limits / guidelines prescribed by the Board and, if necessary by law, the Remuneration Committee, based on market rates and demand, industry standards, job responsibility and performance. KMP may be granted ESOP and similar benefits, as are prevailing, by the Remuneration Committee.

Managers and Executives

The salaries and periodicity of revision of Managers reporting to the Managing Director will be determined by the Managing Director after consultation with the Head of HR and those of other Managers and Executives, by the Head of HR, in consultation with the Managing Director, based on need of the Company and performance, job responsibilities, qualification, experience and location of the employees. The salary of Head of HR will be determined by the Managing Director based on the above criteria. Managers may be granted ESOP and similar benefits, as are prevailing, by the Remuneration Committee.

29

CSR POLICIES 1.14

Berger Paints India Limited ("the Company") recognizes that an enterprise and the society in which it operates are mutually dependent on each other and the growth of the industry is proportional to the equitable development of the country, its environment and its people, irrespective of religion, race, caste, creed and gender. The Company also believes that all round development can be brought about by paying attention to regions, groups and people which are backward and have special needs and by helping citizens to acquire useful skills.

To this extent, Berger Paints India Limited will devote resources, in the manner recommended by its CSR Committee and approved by its Board of Directors in accordance with the provisions of law for fulfilling the aforesaid objective in the manner laid out in Schedule VII to the Companies Act, 2013, with particular stress on areas around which the Company operates.

To this extent, the Company will support or undertake measures by established and reputed agencies and Non-Government Organizations, Central and State Governments and other agencies or the Company itself, for:

Eradication of hunger, poverty and malnutrition Implementation of measures for reducing inequality faced by socially and

economically backward groups Promotion of preventive healthcare Promoting sanitation Making available safe drinking water Promoting education including special education Promoting employment enhancing vocational skills among citizens including

children, women, elderly, differently able persons Promoting livelihood enhancement projects Promoting gender equality and empowerment of women Promoting setting up of homes for women and orphans, old age homes, day care

centres and such other facilities for senior citizens Ensuring environmental sustainability, environmental balance, protection of flora and

fauna, animal welfare, agro forestry, conservation of natural resources and maintaining quality of soil, air and water

Protection of national heritage, art and culture including restoration of buildings and sites of historical importance and works of art, promotion and development of traditional arts and handicrafts

Setting up and running of public libraries Measures for benefit of armed forces veterans, war widows and their dependents Promotion of rural sports and training for nationally recognized sports, Paralympics

sports and Olympic sports Providing funds provided to technology incubators located within academic

institutions which are approved by the Central Government

30

Promotion and setting up of Rural Development Projects Promotion of sporting activities Promotion of cultural activities Support to well known charitable institutions Support to infrastructural facilities of establishments for public services such as Fire

Stations and hospitals, institutions including schools and colleges, research and scientific institutions, organizations for promoting sports, art and culture, run or supported by the Government or by reputed NGO's.

To undertake or support any activity for common good and benefit of the society and its people, promotion of inclusive growth and equitable development and enhancement of human development index including but not limited to development of infrastructure, housing and habitation, energy efficiency, education, roads, healthcare, sewerage, beautification of surroundings, preventive health care, waste management, water conservation, community development, etc.

Activities undertaken in the normal course of business of the Company or only for benefit of the employees and their families shall not qualify as CSR under this Policy. However, if employees and their families get benefits by an activity which is largely meant for the outside community or society, then such activity, if otherwise qualified, will count as a CSR activity.

Since it may be logistically difficult for the Committee to meet for approval of every proposal, the Secretary of the Committee will send all proposals which are received in between meetings for approval of the Committee by circulation.

The activities can be undertaken by the Company itself or by way of support including monetary assistance, providing coatings and surface finishing products and painting and wall finishing services and providing other goods, facilities and services, as may be deemed fit by the Committee.

31

Organization Structure 1.15

32

Product of Berger Paints 1.16

1. Interior Coatings

Silk Easy Clean Rangoli Bison Distemper Bison Acrylic Distemper

2. Exterior Coatings

Weather Coat All Guard Weather Coat Smooth Walmasta Durocem Extra

3. Wood Coatings

Polyurethane Finish Melamine Finish

4. Construction Chemicals

Cement Mix Plus Latex Shield 2K Damp shield 2K Advanced Latex Plus Latex Plus Crack Fill Paste

5. Under Coatings

BP White Primer BP Cement Primer Breathe Easy Primer Weather Coat Exterior Primer Red Oxide Primer Bison Wall Putty Happy Wall Acrylic Putty

33

Berger Paints is the second largest paints company in India with a wide portfolio of paints and tailor-made services in every paint segment. Berger Paints offers various products for Home Users, Professional Users and Industrial Users.

Products:

Interior Wall Coatings: Berger Paints has a range of designer finishes, interior emulsion and interior wall distempers.

Silk emulsions, Easy Clean, Rangoli Total Care, Bison Acrylic Emulsion and Bison Distemper to name a few.

Exterior Wall Coatings: Berger Paints has a range of exterior emulsions and texture finishes like Weather Coat All Guard, Weather Coat Long life, Walmasta, Weather Coat Texture, Tartaruga etc.

Berger Metal and Wood Paints: Berger Paints has a variety of enamels and clear wood range like Breathe Easy, Luxol, Woodkeeper, Imperia.

Protective Coating: Berger Protection is a protective coating range from Berger

Paints that helps prevent corrosion of concrete or steel substrates. Berger Protecton

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 and Green Coatings.

Undercoats: Berger Paints has a range of quick drying undercoats like Cement

Primer (WT & ST), White Primer, Illusion Sealer, Weather coat Exterior Primer, Bison Wall Putty etc.

Construction Chemicals by Berger Paints include products like Crack Fill Paste,

Latex Plus, Latex Shield 2K, Dampshield 2K, Tile Adhesive Plus, Cementmix Plus and Tile Adhesive.

34

Services

Home Users: Facilities and services provided for home users include Express Painting, Preview Facility, Virtual Painter and Paint Calculator.

Professional Users: Berger Prolinks for recommending products and processes, Projects for residential, commercial, healthcare and hospitality, educational, industrial, religious and other public spaces.

Expert advice and other professional services like project coordination, site

audit and inspection, consultancy, bulk purchases etc.

Industrial Users: Services offered for industrial use include GI & Automotive Coatings, Powder Coatings and Protective Coatings

35

36

Introduction

Company Profile 2.1:

The driving forces of Berger Paints - reflect the very spirit of its founder Lewis Berger - who laid the foundations of brand Berger way back in 1760 in the UK. With modest beginnings in India in 1923, today, Berger Paints India Limited is the second largest paint company in the country with a consistent track record of being one of the fastest growing paint companies, quarter on quarter, for the past few years.

Undergoing a number of changes in ownership and nomenclature in its 88 year old history in India, the company has come a long way. Starting out as Hadfield's (India) limited, it had just one factory in Howrah, West Bengal. By the close of 1947, Hadfield's was acquired by British Paints (Holdings) Limited, UK and came to be known as British Paints (India) Limited. In 1983, the name of the Company was changed to Berger Paints India Limited. Currently, the majority stake is with the Delhi based Dhingra brothers. Berger Paints has established itself through a long course of time.

Berger Paints India is headquartered at Kolkata, with 10 strategically located manufacturing units and about 110 stock points. The company also has an international presence in 4 countries (Nepal, Bangladesh, Poland and Russia). With employee strength of above 2800 and a countrywide distribution network of 25,000+ dealers, Berger is acclaimed as a game changer in the sector with a vibrant portfolio of paints and tailor-made customer services in every paint segment

History 2.2:

The name Berger or Lewis Berger is today synonymous with color worldwide. But actually the origin of the name dates back to over two & a half centuries in England in 1760, when a young color 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 color, which was the color 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 color & paints still continues

37

The history of Berger Paints India Limited as a company started in 1923 as Hadfield's (India) Limited which was a small colonial venture producing ready-mixed stiff paints, varnishes and distempers setup on 2 acres of land in one of India's first industrial towns close to Kolkata in Howrah, Bengal. Subsequently in 1947, British Paints (Holdings) Limited, an international consortium of paint manufacturing companies bought over Hadfield's (India) Limited and thus the name changed to British Paints (India) Ltd. The gentleman who took over, as its first managing director was Mr. Alexander Vernon Niblet, an Englishman who was later on followed by Mr. Alfred Godwin in 1962.

Further in the year 1965, the share capital of British Paints (Holdings) Limited was acquired by Celanese Corporation, USA and the controlling interest of British Paints (India) Ltd was acquired by CELEURO NV, Holland, a Celanese subsidiary

Subsequently in 1969, the Celanese Corporation sold its Indian interests to Berger, Jenson & Nicholson, U.K. Then onwards the company British Paints (India) Ltd became a member of the worldwide BERGER group having its operations across oceans in numerous geographies and this marked the beginning of Lewis Berger's legacy in India – which the company would later take forward to enviable heights. From 1973 the company entered into one of its dynamic phases of business with introduction of new generation products in the industrial, marine and decorative segments under the table leadership of its first Indian Managing Director Mr. Dongargaokar Madhukar

Year 1976 was another turning point in the history of the company when the foreign holding in the company was diluted to below 40% by sale of a portion of the shares to the UB Group controlled by Mr. Vittal Mallya. The reins of the company were taken over by Mr. Biji K Kurien as its Chief Executive & Managing Director in the year 1980. Finally in the year 1983, the British Paints (India) Limited, changed its name to Berger Paints India Limited.

The entire 80's & 90's saw the launch of many new products from company's stable such as premium emulsions and high quality acrylic distempers. The COLOUR BANK tinting system was launched through which the consumer could select from a range of over 5000 shades

Again the fortunes of the company changed hands in 1991 with UB Group's stake in the company bought over by the Delhi based Dhingra brothers, Mr. K.S.Dhingra & Mr. G.S.Dhingra and their associates of the UK Paints Group. Presently Dhingras' control a majority stake of almost 73% in Berger Paints India Limited, a professionally managed organization, headquartered in Kolkata, Mr. Subir Bose, a 10-year company veteran, took over as Managing Director on 1 July, 1994. Completing a challenging 18 year stint at the helm with immense success, Mr. Bose retired on 30 June, 2012, handing over the reign of the company to Mr. Abhijit Roy. Today the stewardship rests with the current Managing Director Mr. Abhijit Roy

38

1920 On December 1923, Mr. Hadfield, an Englishman set up Hadfield's (India) Ltd, a small paint company in Calcutta.

1940 James Wilfred Adamson, founder of the British Paints Organization, embarked on his career as a traveling salesman.

1950 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.

1960 Mr. R. A. Godwin took over as the Chairman & Managing Director in 1962 and initiated further modernization

1970 Mr. D. Madhukar took over as the Managing Director in the year 1973.

1980 Mr. Biji K. Kurien takes over as Chief Executive in 1980.

1990 BERGER PROLINKS, a service aimed at providing paint and application related information to professionals.

2000 In the new millennium Jenson & Nicholson, Nepal was acquired as a 100% subsidiary and renamed Berger Jenson & Nicholson, Nepal.

Vision 2.3

To be the most admire Indian paint and coating Solution Company with globally recognize competencies

Mission 2.4

To maximize shareholder value by developing and delivering innovative and best solution for our customers, consistently outperforming our peers and providing a dynamic and challenging work environment for our employees.

39

Board of Directors 2.5

Mr. Gurbachan Singh Dhingra

(Vice Chairman)

Mr. Kuldeep Singh Dhingra

(Chairman)

40

Mr. Abijeet Roy

MD & CEO

Mr. Pulak Chandan Prasad

(Director)

41

Board of Committees 2.6

Audit Committees

1. Mr. Mr. Dhirendra Swarup (Chairman) 2. Mr. Gurbachan Singh Dhingra 3. Mr. Pulak Chandan Prasad 4. Mr. Kamal Ranjan Das

Compensation & Nomination & Remuneration Committee

1. Mr. Kamal Ranjan Das (Chairman) 2. Mr. Kuldip Singh Dhingra 3. Mr. Pulak Chandan Prasad

Shareholders' Committees

1. Mr. Abhijit Roy (Chairman) 2. Mr. Kamal Ranjan Das 3. Mr. Srijit Dasgupta 4. Mr. Aniruddha Sen

CSR Committee

1. Mr. Kuldip Singh Dhingra (Chairman) 2. Mr. Abhijit Roy 3. Mr. Kamal Ranjan Das 4. Mr. Kanwardip Singh Dhingra 5. Mrs. Rishma Kaur 6. Mr. Srijit Dasgupta* 7. Mr. Anil Bhalla* 8. Mr. Aniruddha Sen

42

About Topic 2.7

“To know the Status of the Berger paint among the paint Dealers”

Market Share: Firstly my research topic is concerned to know about the market share because it identified the dealers view about the paint companies so it means it automatically given idea about the market share.

If dealers are happy and give positive attitude toward Berger paint that mean he/she is happy with the dealers and purchase product more and time to time so it represent the market share of the Berger paint as well as all the major brand of the Paint industries

Service Quality: In my research topic it also include to find out the best service provide by the any companies such as Berger, Asian, ICI Dulex or Nerolac

Product Quality: In my research work and selected topic we can also find which companies provide best quality of the product as per the dealers view

Dealers view because final customer they cannot define the little bit difference in different brands because there is a very minor differences between the different brands

Overall Performance and Satisfaction: this topic provide overall performance of different brands of paint industries and satisfaction of the dealers with the paint companies

43

44

Research Methodology 3.1

The process used to collect information and data for the purpose of making business decisions. The methodology may include publication, research, interview, survey and other research techniques, and could include both present and historical information

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge. Typically, it encompasses concepts such as philosophical or theoretical frameworks, theoretical model, phases and quantitative or qualitative techniques.

A methodology does not set out to provide solutions - it is, therefore, not the same as a method. Instead, a methodology offers the theoretical underpinning for understanding which method, set of methods, or best practices can be applied to specific case, for example, to calculate a specific result

Research Objective 3.2

Primary objective of my research is to know about the dealers view and thinking about the major paint company

The secondary objective is to know the brand poisoning in the mind of dealers about the paint company which is created by the paint companies through product quality, service, supply system and show on

To know the dealers view about the major paint companies

To know the major paint company in Gurugram city

To know about the service quality provide by the paint companies for dealers

To know the dealers satisfaction about the paint companies

To know the product quality provide by the companies

To know about the factor affect the sale of the companies

45

Research Design 3.3

Dealers view, test and preferences through Exploratory research design

Primary Data 3.4

Primary data are those data which collected by researcher or investor first time and it is newly. It means it is not collected by someone else or that data are not used which is collected by someone else.

Primary data are collected through some techniques:

Interview Method Questionnaire Method Observation Method Schedule Method

In my research I was collected the primary data to using my own afford and skill through Questionnaire Method and Personal face to face interview method

Secondary Data 3.5

Secondary data are those data which is not collected first time by the researcher which is already have been collected by someone else.

Those data are taken by the researcher for analysis purpose only

Secondary data are collected through using these techniques:

Internet Magazine News Paper Any other Research Report Government Published Report

In my research I was collect secondary information through Internet

46

Data Presentation 3.5

Primary and Secondary data which is collected by me for the completion of my research work is presented in Pie chart, Bar chart and Colum chart

Sample Area 3.6

Sample area is Gurugram city like some sector

Sector -56 Sector - 55 Sector - 54 Sector – 52 Old Gurugram

Sample Size 3.7

Sample size was taken by me 30 dealers. I was taken 6 dealers from each sample area

Sampling Techniques 3.8

There are some sampling techniques are used by me

Quota Sampling Simple Random Sampling

47

48

Data Analysis and Graphical Presentation 4.1

Statistics

Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10

N Valid 30 30 30 30 30 30 30 30 30 30

Missing 0 0 0 0 0 0 0 0 0 0

Q.1 Which company dealerships do you have?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian/Berger/Dulux

9 30 30 30 Asian/Berger

3 10 10 40 Asian/Dulux

3 10 10 50 Berger/Nerolac

1 3.3 3.3 53.3 Berger/Dulux

2 6.7 6.7 60 Berger/Dulux/Nerolac

1 3.3 3.3 63.3 Nerolac/Dulux

1 3.3 3.3 66.7 All 9 30 30 96.7

Asian/Dulux/Nerolac

1 3.3 3.3 100 Total 30

49

Data Interpretation: From the above data I found that 30% dealers have Asian, Berger and Dulux company dealership and also 30% dealers have all the major companies’ dealership while 10% dealers have only the dealership of Asian and Berger and also 10% dealer have Asian and Dulux companies’ dealerships.

Asian/Berger/Dulux 30%

Asian/Berger 10%

Asian/Berger 10% Berger/Nerilac

4%

Berger/Dulux 7%

Berger/Dulux/Nerolac

3%

Nerolac/Dulux3%

All 30%

Asian/Dulex/ Nerolac

3%

Which company dealerships do you have?

Asian/Berger/Dulux Asian/Berger Asian/Dulux

Berger/Nerolac Berger/Dulux Berger/Dulux/Nerolac

Nerolac/Dulux All Asian/Dulux/Nerolac

50

Q.2 Which category of paint do you sale?

Frequency Percent

Valid Percent

Cumulative Percent

Valid Enamels 2 6.7 6.7 6.7

Interior/Exterior 11 36.7 36.7 43.3

All 17 56.7 56.7 100

Total 30 100 100

Data Interpretation: From the above data I was found that 57% dealers have all category of paint, while 36% dealers have Interior and Exterior paint and rest of the dealers that is 7% dealers have only Enamels paint category.

Enamels 7%

Interior/Exterior

36% All

57%

Which category of paint do you sale?

Enamels Interior/Exterior All

51

Q.3 Which companies product sale most in your shop?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 11 36.7 36.7 36.7

Berger 11 36.7 36.7 73.3 Dulux 5 16.7 16.7 90

Nerolac 3 10 10 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 36.7% dealers said Asian Paint sale most in my shop and also 36.7 % of dealers out of 30 dealers said Berger Paint Sale most in my shop, while 16.7% said Dulux and 10% dealers said Nerolac is sale most in my shop.

Asian 36.7%

Berger 36.7%

Dulux 17.7%

Nerolac 10%

Which companies product sale most in your shop?

Asian Berger Dulux Nerolac

52

Q.4 Reasons behind this?

Frequency Percent Valid

Percent Cumulative

Percent Valid Demand 8 26.7 26.7 26.7

Brand 3 10 10 36.7 Service 3 10 10 46.7

Cost Beneficial 5 16.7 16.7 63.3

Supply System 4 13.3 13.3 76.7 Good

Quality 7 23.3 23.3 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 27% dealers says demand is the most selling factor and 23% dealers said good quality is the reason for selling, while 17% dealers says cost beneficial is the factor but 13% out of 30 dealers says supply system is a major factor for selling and rest 10% dealers said service which is provide by the companies is the most selling factor.

Demand 26.7%

Brand 10%

Service 10%

Cost Benificial 16.7%

Supply System 13.3%

Good Quality 23.3%

Reasion behind this?

Demand Brand Service

53

Q.5 Which Company of paint provides you best service?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 15 50 50 50

Berger 9 30 30 80 Dulux 6 20 20 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 50% dealers says Asian Paint provide best quality of service and 30% dealers said Berger Paint provide best service, while rest 20% dealers said Dulux provide best quality of service.

Asian 50%

Berger 30%

Dulux 20%

Which Company of paint provides you best service?

Asian Berger Dulux

54

Q.6 Which company product is in best quality as per your view?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 13 43.3 43.3 43.3

Berger 9 30 30 73.3 Dulux 7 23.3 23.3 96.7

Nerolac 1 3.3 3.3 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 43.3% dealers said Asian Paints provide best quality of product, while 30% out of 30 dealers said Berger Paint provide best quality product and 23.3% says Dulux provide best quality of product and rest 3.3% says Nerolac paint provide best quality in product as per the own view.

Asian 43.3%

Berger 30%

Dulux 23.3%

Nerolac 3.3%

Which company product is in best quality as per your view?

Asian Berger Dulux Nerolac

55

Q.7 Which company gives you more benefits?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 12 40 40 40

Berger 9 30 30 70 Dulux 8 26.7 26.7 96.7

Nerolac 1 3.3 3.3 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 40% dealers said Asian Paint dealership is more benefits for us while 30% says Berger Paint is more Beneficial as compression to other companies dealership and 26.7 says about the Dulux and rest 3.3% said Nerolac is the more beneficial.

Asian 40%

Berger 30%

Dulux 26.7%

Nerolac 3.3%

Which company gives you more benefits?

Asian Berger Dulux Nerolac

56

Q.8 Which company supply material in time and continued without any problem?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 11 36.7 36.7 36.7

Berger 13 43.3 43.3 80 Dulux 6 20 20 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 43.3% dealers says Berger company supply the product in time and continued without any problem while 36.7% says Asian is best for supply of product in given time and 20% says Dulux supply the product in time.

Asian 36.7%

Berger 43.3%

Dulux 20%

Which company supply material in time and continued without any problem

Asian Berger Dulux

57

Q.9 Which company payment mode is easy for you?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 7 23.3 23.3 23.3

Berger 9 30 30 53.3 Dulux 3 10 10 63.3

All 11 36.7 36.7 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 30% dealers said Berger company payment mode is easy and 23.3% says about the Asian Paint while 36.7% says all companies best and easy payment system but 10 % out of 30 dealers says Dulux provide best and easy payment system for pay.

Asian23.3%

Berger 30% Dulux

10%

All 36.7%

Which company payment mode is easy for you?

Asian Berger Dulux All

58

Q.10 Which company overall performance is best?

Frequency Percent Valid

Percent Cumulative

Percent Valid Asian 17 56.7 56.7 56.7

Berger 9 30 30 86.7 Dulux 4 13.3 13.3 100 Total 30 100 100

Data Interpretation: From the above data. I was found that 56.7% dealers are satisfied with the Asian paint dealership and says his overall performance is the best, while 30 % satisfied with Berger Paint and says his performance is best as compression to other companies dealership which the dealer have and rest 13.3% says Dulux is best as per the overall performance.

Asian 56.7%

Berger 30%

Dulex 13.3%

Which company overall performance is best?

Asian Berger Dulex

59

Cross Analysis 4.2

1. Cross analysis of (Q.1 to Q.10) which company dealership do you have to which company overall performance is best

The main objective of this cross analysis is known which company overall performance is best according to dealers dealership of the paint company

Q.1 * Q.10 Cross tabulation

Count

Q.10

Total Asian Berger Dulux

Q.1 Asian/Berger/Dulux 5 4 0 9

Asian/Berger 3 0 0 3

Asian/Dulux 2 0 1 3

Berger/Nerolac 0 1 0 1

Berger/Dulux 1 0 1 2

Berger/Dulux/Nerolac 0 1 0 1

Nerolac/Dulux 0 0 1 1

All 5 3 1 9

Asian/Dulux/Nerolac 1 0 0 1

Total 17 9 4 30

60

Data Interpretation: In this analysis I was found that there were 9 dealers of Asian/Berger/Dulux but 5 dealers are satisfied with Asian while 4 dealers are said Berger have best overall performance. Asian/Berger both companies dealership have 3 dealers and all of said Asian overall performance is best. Same as Asian/Dulux have 3 dealers and 2 says Asian overall performance is best while 1 says about Dulux and show on, the table of all paint dealership provide information that with which company dealers are happy to rate overall performance

61

2. Cross Analysis of Q.3 to Q.10

Q.3 * Q.10 Cross tabulation

Count

Q.10

Total Asian Berger Dulux

Q.3 Asian 6 4 1 11

Berger 8 3 0 11

Dulux 3 0 2 5

Nerolac 0 2 1 3

Total 17 9 4 30

62

Data Interpretation: From the above data I was found that 11 dealers says Asian company sale most but 6 out of these 11 says Asian have best overall performance while 4 says Berger and 1 says Dulux overall performance is best In same manner again 11 dealers says Berger sale most the product in shop but about the overall performance 8 out of 11 dealers says Asian have best overall performance and while 3 says Berger have best overall performance Same as all the crosstabs so on the table

3. Cross Analysis of Q.3 to Q.7

Q.3 * Q.7 Cross tabulation

Count

Q.7

Total Asian Berger Dulux Nerolac

Q.3 Asian 4 5 2 0 11

Berger 6 2 2 1 11

Dulux 3 2 0 0 5

Nerolac 0 0 3 0 3

Total 13 9 7 1 30

63

Data Interpretation:

From the above data I was found that 11 dealers says Asian paint sale most in the market but 4 dealers says out of 11 dealers that Asian is more beneficial while 5 says out of these 11 dealers that Berger give more benefits and 2 says Dulux give more benefits out of these 11 dealers

As same manner above data show in a table Q.3 to Q.6

64

4. Cross Analysis of Q.4 to Q.10

Q.4 * Q.10 Cross tabulation

Count

Q.10

Total Asian Berger Dulux

Q.4 Demand 7 1 0 8

Brand 2 1 0 3

Service 2 1 0 3

Cost Beneficial

2 1 2 5

Supply System

1 2 1 4

Good Quality 3 3 1 7

Total 17 9 4 30

65

5. Cross tab Q.5 to Q.10

Q.5 * Q.10 Cross tabulation

Count

Q.10

Total Asian Berger Dulux

Q.5 Asian 10 3 2 15

Berger 5 4 0 9

Dulux 2 2 2 6

Total 17 9 4 30

66

Data Interpretation:

From the above data shows that 15 dealers out of 30 says Asian paint provide best service

while 9 says about the Berger and rest 6 says about the Dulux

15 dealers says Asian provide best service but out of these 15, 10 dealers says Asian overall

performance is best and 3 says about the Berger while 2 says Dulux overall performance is

best

As same manner table shows the remain data

6. Cross tab of Q.3 to Q.5

Q.3 * Q.5 Cross tabulation

Count

Q.5

Total Asian Berger Dulux

Q.3 Asian 6 4 1 11

Berger 7 3 1 11

Dulux 2 1 2 5

Nerolac 0 1 2 3

Total 15 9 6 30

67

Data interpretation: From the above cross analysis I was found that that 11 dealers says Asian paint sale most but out of these 11, 6 dealers Asian paint best service provider while out of these 11, 4 says that Berger paint provide best quality of service and rest 1 dealer said Dulux provide best service quality As same manner above table and graph shows all detail of rest information

68

Findings 4.3

So as for my research work I was analyzed, calculate my whole data to covert it meaningful information for compulsion my research objective and after comparing cross analysis and also after using graphical presentation I was found certain things which is as fallow

Findings:

25 dealers out 30 have Asian Paint and Berger Paint dealership in which Asian paint is a major brand as per the dealers view

Berger Paint is a paint company which is 2nd major brand in Gurugram City

57% of dealers said they sale all category paint say Interior, Exterior and Enamels

Berger Paint and Asian Pint is a brand which product sale 73.4% of the overall sale in Gurugram City each have 36.7% of the total sale

26.7% of the dealers says reason for the demand and 23.3% dealers says for the quality of the product

50% of the dealers says that Asian paint provide best quality of service and 30% dealers says about the Berger Paint

Asian paint is best brand for the quality providing in product while Berger Paint have 2nd rank

40% of the dealers says that Asian Paint is a company who give more benefit while 30% says that Berger Paint Provide more benefit as compare to other brand and 26.7% people says that Dulux Paint is more beneficial for us

If we talk about the supply system of the companies then Berger paint have Good Supply system in which 43.3% dealers say about the Berger paint while 36.75 dealers says that Asian Paint have good supply system

56.7% dealers says that Asian Paint overall performance is good while 30% says that Berger Paint overall performance is good

69

SWOT Analysis 4.4

According to my study of the paint companies I feel some SWOT of Berger paint which I observe in the time of survey. I observe certain things when I meet the dealers of Berger

1. Strength With nearly one fifth market share and ranked one of the top two in India. Strong Supply chain network spanning throughout the country with 7 manufacturing

facilities, 85 depots, 2,800 employees and over 25,000 Dealers. It provides with high quality products and as very high market space both in terms of

visibility and sales. Berger Paints has excellent brand perceptions and brand awareness amongst its

potential customers

2. Weakness Dependences on decorative segments. Market Rate Problem. High staff Turnover. In effective advertisement and promotional activities.

3. Opportunities Strong growth Potential in India owing to urbanizations. Product Diversification. International Expansion.

4. Threats Stiff competition. New entrants in the industry and local companies.

70

71

Recommendations 5.1

As per my research findings and observation I can recommend certain things which may be helpful for the Berger paint company in Gurugram region

Recommendation:

Berger paint company should try to improve service quality for attracting the dealers because Asian paint provide best quality of service to dealers that is why he is a major company in Gurugram region

Berger Paint will have to improve product quality because 70% people are not says that Berger have good quality product

He should try to do more effective advertising through local news paper or local media channel because it aware the customer and demand may will increase in future as comprising to Asian paint

Berger paint should have to do Push Strategy of marketing to attract the dealers through giving more benefits as compression to current benefits and as compression to other companies

He should do continues improvement like express painting so it will be gather a great opportunity to become major brand in paint industry

72

73

Conclusion

Out of 30 dealers 25 dealers have dealership of the Berger Paint Company so Berger paint have to try to attract all dealers for the dealership

36.7% dealers says that they sale Berger Paint more as compression to other companies so Berger paint company have to try to gate more dealers for the selling of their product

50% dealers says that Asian Paint provide best service while 30% says About the Berger Paint so Berger Paint will have to provide best quality of service for dealers satisfaction

30% of dealers says that Berger Paint provide best quality of product while 70% says about the other companies so Berger Paint have to improve the product quality for the customers and dealers satisfaction

Again 30% dealers says that Berger Paint provide more benefits while 70% says about other companies so Berger Paint will have to provide more benefits also as compression to other companies

About 43.3% dealers are satisfied to supply system of the Berger paint while rest of the dealers are satisfied about the other companies so Berger Paint have to provide best supply system to that dealers who are satisfied to the other companies

Berger Paint have easier payment mode system as compression to others companies

57.7% dealers says that Asian Paint overall performance is best 30% dealers says that Berger Paint overall performance is best so Berger Paint will have to improve overall performance to become major brand in Gurugram City

74

75

Limitation and Scope of the Study 6.1

Limitation:

Dealers they don’t have enough time to response properly

Some dealers they do not ready to fill the questionnaire that is why I was used questionnaire as schedule and its take more time

Exploratory research survey take a long time and 45 days not enough for this study

Some dealers they think me as a company employee and they don’t response

It was coastally because the each sample area are wide distance to other sample area

It was tuff to handle a dealers and take response properly

Only 30 Dealers have been visited, which comprises a very small sample

Scope:

This study can be used by the company to convert more Dealers into dedicated Berger Paints customers.

Meeting dealers needs

Make a quantitative research and analysis of the effectiveness of the advertisement of Berger Paints.

Helpful in making Marketing Strategy

This study will also helpful for improving service quality, supply system, payment process

This study report also helpful for developing new marketing strategy

76

77

Bibliography 8.1

https://www.bergerpaints.com/about-us/company-profile.html

https://www.bergerpaints.com/about-us/vision-mission.html

https://www.bergerpaints.com/about-us/history-milestones.html

https://www.bergerpaints.com/about-us/board-of-directors.html

https://www.bergerpaints.com/about-us/board-committees.html

https://www.bergerpaints.com/about-us/kmp.html

https://www.bergerpaints.com/about-us/management-team.html

https://www.bergerpaints.com/about-us/awards-and-certification.html

https://www.bergerpaints.com/about-us/landmark-projects

https://www.bergerpaints.com/about-us/global-presence.html

https://www.bergerpaints.com/about-us/quality-policy.html

https://www.bergerpaints.com/about-us/csr-policy.html

https://www.bergerpaints.com/products/interior-wall-coatings/

https://www.bergerpaints.com/products/exterior-wall-coatings/

https://www.bergerpaints.com/products/berger-metal-wood-paints/

https://www.bergerpaints.com/express-painting/

Book of Research Methodology ( C.R. Kothari)

Book of Social Research Method (Bryman, Walliman )

Research Design: Qualitative, Quantitative, and Mixed Method Approaches (john W.

Creswell)

78

Annexure 8.2

S.NO Name of the shop Address Contact No.

1 Sunny Wasan Royal Paint Bara Bazar, Basai Road, Old Gurgaon

9810484883

2 Mehata Sales Corporation Bhim Nagar Old Gurgaon

9891128170

3 Unique Paint & Hardware Kabeer Bhavan Chouk Old Gurgaon

9811232277

4 Sakarni Plaster of Paris Shop No-4, Near stand, Crispan School

Old Gurgaon

9899388221

5 Bishan Dass Dharam Pal & Sons Old Railway Road, Gurgaon

9818306324

6 Bala Paint House Secotor-56, Gurgaon 01244053816

7 Sunil Paint & Hardware Sector-56, Gurgaon 9899037718

8 Shiv Shakti Traders Sector-56 9911396999

9 Vinay Paint & Traders Sector -56 7879792135

10 Jai Lakshmi Paint Sector-56 9675284686

11 Star Trading Company Sector-55 9891896705

12 Kataria Hardware trading Co. Sector-55 9999996749

13 Bagga Ram & Sons Sector-55 8802257724

79

14 Rakesh Paint Sector-55 7789346575

15 Anirban Traders Sector-55 9867543421

16 Amit & Sons co. Sector 54 8882134567

17 Goel Traders Sector-54 9810093725

18 TMT Paint Traders Sector-54 9650380301

19 Geeta Sales Corporation Sector-54 9810265021

20 Daya ram Paint Company Sector -54 01234118743

21 Vinod Wasan Paint Sector-53 9312284040

22 United Traders Sector-53 9891135343

23 Aman Wasan Paint Sector-53 9992223456

24 Shrama Paint & Hardware Store Sector-53 01244106018

25 Mehta Brothers Sector- 52 9716008199

26 Dhrama Harware Sector-52 9891118826

27 Bishan Dass Dharam Pal Sector-52 9810063036

28 Virendra Paint Sector-52 4061926

80

Questionnaire 8.3

Questionnaire

Dear sir/maim,

I am student of MBA 2nd Semester in Quantum School of Business and currently doing summer internship in Berger Paint Company and undertaken a Market survey about the dealer preferences and feedback about the Paint and requesting you to provide the below given information for completion of my research work.

Name of the Shop……………………………………………………………………………

Name of the Dealer…………………………………………………………………………..

Mobile Number………………………………………………………………………………

1. Which company dealership do you have? Berger Paint Asian Paint Nerolac ICI Dulux All of these

2. Which category of paint do you sale? Interior Exterior Enamels All

81

3. Which companies product sale most? Asian Paint Berger Paint Nerolac ICI Dulux

4. Reason behind this? Good quality of product Cost beneficial Service of the company Brand Good supply system Customer Demand

5. Which Company of paint provides you best quality of service? Asian Paint Berger Paint Nero Lack ICI Dulux

82

6. Which company product is in best quality as per your view? Asian Paint Berger Paint Nerolac ICI Dulux

7. Which company gives you more benefits? Asian Paint Berger Paint Nerolac ICI Dulux

8. Which company supply material in time and continued without any problem? Asian Paint Berger Paint Nerolac ICI Dulux

83

9. Which company payment mode is easy for you? Asian Paint Berger Paint Nerolac ICI Dulux

10. Which company overall performance is best?

Asian Paint Berger Paint Nerolac ICI Dulux