A STUDY AND COMPARATIVE ANALYSIS OF MARKET POTENTIAL OF BERGER PAINTS

by

S.P.Vinoth rajah

COMPANY INTRODUCTION
 Berger Paints India Limited is an Indian paint company which operates chiefly in India headquartered in Kolkata.  It has come a long way since its inception in 17th December, 1923.  India s second largest decorative paint player, Berger Paints services the market through a distribution network of 82 stock points and 12,000+paint retailers.

MARKETING PROCESS

VARIETIES OF PAINTS

VARIETIES OF PAINTS IN BERGER

Interior Wall Coating:
Interior Emulsion: Silk, Breathe Easy, Rangoli Easy Clean, etc.. Designer Finishes: Illusions, Illusions Imagine, etc.. Distempers: Bison and Jadoo.

VARIETIES OF PAINTS IN BERGER

Exterior Wall Coatings:
Exterior Emulsions: Weather Coat All Guard, Weather Coat Smooth, etc.. Primer: Weather Coat Biowash and Weather Coat Exterior Wall Primer.

VARIETIES OF PAINTS IN BERGER

Metal & Wood Paints:
Enamels: Breath Easy Enamel, Luxol Satin Enamel, etc.. Clear Wood: Woodkeeper PU Legend, 3-Pack Polyester Coating, etc..

CORPORATE ORGANISATIONAL CHART

REGIONAL ORGANISATIONAL CHART

SWOT ANALYSIS
Strengths:
Strong brand image. Experienced top management. Global experienced of Berger. Strong market share.

SWOT ANALYSIS
Weaknesses:
Raw materials scarcity. Requirement of high working capital. Weak Distribution mainly in far off places. Concentrated only on dealer related marketing.

SWOT ANALYSIS
Opportunities:
Increasing demand on paints. Greater Penetration. Better Brand presence through promotion.

SWOT ANALYSIS
Threats:
Entrance of new competitors. Credit driven market.

OBJECTIVES
Primary Objective:
To identify the drawbacks, why the market share of Lewis Berger paints is less when compared to other competitive products.

OBJECTIVES
Secondary Objectives:
To study the presence of other similar brands in the different channels and compare it with Berger Paints. To study the discrepancies related to rates at which retailers buy Berger Paints. To study the brand awareness among customer.

OBJECTIVES
Secondary Objectives (Contd..):
To study the customers behavior and preferences. Our work comprised of visiting different places, to reach out to 100 retail counters in the specific area. To find out the necessary steps to overcome the drawbacks Berger Paints.

RESEARCH METHODOLOGY
Research Design:
Descriptive research design.

Data Source:
Primary Source Paint Dealers. Secondary Source and Papers. Records of the company, Magazine

RESEARCH METHODOLOGY
Data Collection Method:
Survey Method: By personal interview using framed questionnaire. Sampling Design: Stratified Sampling. Size: 100 respondents.

AREAS UNDERGONE FOR SURVEY

Vadapalani Porur Valasaraivakkam Saligramam Kodambakam Kundrathur Thiruvanmaiyur Tharamani Velachery Pallikaranai Medavakkam Selaiyur Tambaram

REASONS FOR LOW SALES OF BERGER PAINTS

 No proper networking.  Company is trying to push their product without any

advertisement.
 Awareness about the product for the customers is low.  Most of the schemes are not benefit to the dealers.

SUCCESSES OF COMPETITORS
 Promotional activities are good.  Schemes are attractive.  Networking is good especially in Asian Paints.  Advertisement about the product is available.

LIMITATIONS OF RESEARCH
 Dealers not answering properly.  Only some specific areas we choose, so it cannot say the

overall reports.
 Only few number of paint shops are available.

SUGGESTIONS TO OVERCOME
 Networking can be enhanced.  Advertisement can be enhanced in southern region of India.  Promotional activities can be improved to pull the customers.  Distribution and transportation can be improved.  Schemes can be made more attractive and more benefit to

the dealers.

CONCLUSION
 The dealer survey revealed that the product of the Berger is

good. However, the few dealers are not satisfied with the gifts and schemes given by the company.
 The awareness about the product among the customer is low.  I will conclude this project by determining the drawbacks and

solutions of Lewis Berger paints growth after analyzing from my respondents report.