Berger Paints India Limited (BPIL) is one of Indias foremost paint companies, currently ranked as second largest on the basis of consolidated sales turnover in Indian paint industry. 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.
Established in 17th December, 1923, the company then known as Hadfileds (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 Hadfields (India) Limited and thus British Paints (India) Limited was incorporated.
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.
From a production capacity of 150 tones 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.
Toendure an environmentally safe and secure future with a commitment from the company and all its employee to practice and implement methods that help reduce the harmful effects on our environment.
To conserve natural resources and ensure that protection of the environment remains our top priority. To take up the challenge and develop more advanced products which consistently help reduce the harmful effects on our environment and conserve natural resources. We not only take the responsibility for environmental protection but also make our employees aware and committed to the cause
Werespect the needs and social implications of all communities and cultures where our business operates.
Primary Objective To Analysis of Marketing Strategies Of BPIL. To Analysis of the Improving the market share, sales maximization, Profit maximization and goodwill of the company through the marketing strategies adopted by BPIL.
Secondary Objective To study the presence of other similar brands in the different channels and compare it with Berger Paints. 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.
“Marketing research means the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services” All of research can be categorized into basic and applied. BASIC RESEARCH: - Basic Research is that intended to expand the body of knowledge for the use of others.
APPLIED RESEARCH: - Applied Research is one, which is carried out to find the solution for a particular problem or for guiding a specific decision. It is usually private in nature. My research on Berger paint India limited is carried on for guiding specific decisions and its results are useful only to Berge Paint India Limited for taking particular decision regarding product quality, staff and security. Hence the nature of my research study is “APPLIED RESEARCH “.
Sample size means limited numbers of respondents covered under the research study from a population and the researcher has taken a survey of 100 respondents to know the satisfaction level of dealers.
Marketingstrategy is very important for the prospective of wealth maximization, sales maximization, profit maximization and increase the, goodwill of organization and compete with the other companies.
The user-base has no geographical boundaries, a companys ability to penetrate new markets and improve product awareness would be the key to maintaining market share. The future prospects, thus, depend on the marketing and distribution strategy plays a crucial role in future prospects.
In 2005, Berger Paints repositioned itself on the lifestyle platform. It adopted a new branding strategy, positioned Lewis Berger as the master brand and included the premium decorative range under it. The strategy seems to have done wonders for the brand. Today, the countrys second-largest decorative paint player, which has a distribution network of 82 stock points and 12,000 plus retailers, has more than doubled its sales growth in the premium water-based paint segment.
But besides information about the target market you also need information about your competitor, your customers, products etc. A few techniques are: Customer analysis Competitor analysis Risk analysis Product research Advertising research E-mail survey
Particulars No. of respondentsBerger 14Asian 53ICI 15Nerolac 06Others 12
Since regions from where researcher has to collect the data was prespecified so some of the regions which were not stated were left out. Some of the dealers were hesitant in providing the information due to lack of trust and familiarity with the researcher. In some shops the real owners was not there so information may not be perfectively up to the point.
The advertisement is given for only few brands like silk, weather coat, Luxol, Rangoli easy clean. Therefore the company needs to emphasize more on the promotion of sub-brands. The advertisement can be made in a funny manner which would easily reach the customers. Advertisements can be given in south Indian TV channels. Banners can be given to dealers as a part of promotional activity. People are not aware about the products of Berger paints so that promotional activities are very much necessary.
Distribution and transportation can be improved. Berger could also target few new customers of the same area and give them gift item. More regular visits of company’s representatives are required to the dealers or sub dealers shop so as to build better relations. Include weekend leaflets in more magazines.
Berger is the 2nd largest paint company in India as far consolidated sales turnover is concerned yet there is lot to be done to achieve its vision of becoming a leading paint manufacturer in India. Berger Paints is following continuous growth strategy. The installed capacity as in FY10 for synthetic resin was 32,287 Metric Ton (MT) per annum while paints, varnishes and enamel together have an installed capacity of 240,315 MT per annum The major competitors are Asian and Nerolac . With proper marketing mix and strategy the company would be able to increase its dominance in the whole country.
BOOKS Philip Kotler, “Marketing Management”, Pearson Custom Publishing, USA, Eleventh Edition, 2002, Chapter 4, Page 103. Donald R. Cooper & Pamela S. Schindler,“Business Research Methods”,McGraw Hill International Edition, USA, 8th Edition, 2003, Chapter 7, Page 217. WEBSITES www.domain-b.com www.equitymaster.com www.economictimes.com www.bergerpaints.com www.marketresearchanalyst.com MAGZINE&NEWS PAPER Business Today India Today Times of India Book let of Berger paint India ltd.