A brief analysis on Retailers and Builders perception towards paints in Ahmedabad.

1. SUMMER INTERNSHIP PROJECT
L. J INSTITUTE OF MANAGEMENT STUDIES(729)
MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmedabad
SUBMITTED BY FACULTY GUIDE
SENGUNDHAR JAYESHKUMAR DR. HIMANI SHETH
(187290592140) (ASSISTANT PROFESSOR)
BATCH : 2018 – 2020

2. “A Study on Retailers and Builders perception towards Paints”
at
Berger Paints India Ltd.

3. Overview of India`s Paint Industry
 In India about 65% of all paints sold are made by the most reputed Paint Companies in
the sorted out Sector and the staying 35% of Paints are held by the little and sloppy
player. A report discharged by Indian Paints Association expresses the paint business of
India develops to Rs. 707.8 billion during the money related year 2019-2020.
 The Indian Paint industry, assessed to be a Rs.50,000 Cr. industry, has been developing at
a rate of above 22% for as far back as couple of years estimated to reach Rs 70,000 Cr by
the financial year 2021-22.
 The business comprises of two portions, to be specific
1) Decorative Fragment – takes into account the lodging segment(Housing) and
2) Industrial Portion – comprises of powder coatings, floor coatings and other defensive
coatings taking into account the car, marine and different enterprises.

4. Structural representation of Paint Industry

5. Introduction to Company
 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.
 Berger Paints India Ltd is a paint company based in India. The company is headquartered
at Kolkata and has 13 manufacturing units. It has manufacturing units at Howrah and Rishra,
Tezpurand Nalbari, Hindupur, Jejuri , Jammu, Puducherry and Udyognagar.
 The company has presence in 5 countries– India, Russia, Poland, Nepal and Bangladesh. They
have employee strength of over 3500 and a countrywide distribution network of 25,000+
dealers.
 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.

6. Berger Exterior Products

7. Berger Interior Products

8. Literature Review
Fisk, Raymond Paul (1981)
During the previous five years, it has been looked for better comprehension of consumer loyalty
in the impact of value and imbalance on consumer loyalty Nonetheless, this investigation is
identified with disparity advertising trade comprehend the results of disparity in a showcasing
trade. Utilizing this hypothesis, they have outcome the evenhanded advertising trade on
disappointment.
VanScoyoc, Kathleen (2000)
This study supports that there exist a positive and direct relationship exists between client the
aim to keep shopping at retail shops and consumer loyalty. Monetary worth and found to have
a positive and direct impact on consumer loyalty.
Johnson et al (2000)
For the business performance they have to attract the customer and retain the satisfaction. As
per Cacippo (2000) basically, customer satisfaction is a satisfaction level of the customer.
Competitors that are prospering in the new global economy recognize that measuring customer
satisfaction as their key. This is because by doing they can attract the new customer.

9. Contd.…
Kotler (2003)
Satisfaction can be done by comparing a product’s perceived performance (or
outcome) in relation to his or her expectations. Customers form their expectation from
past buying experience, friends’ and associates’ advice, and marketers’ and competitors’
information and promises.
Soumik Gangopadhyay, Pradip Bandyopadhay, Pujashree Sinha (2012)
The goal of the examination was to the factor influencing customer satisfaction level
and suggestion of the creator interior paints. The outcomes is some significant
elements affecting the BERGER paints Ltd they are mostly satisfied as per the availability
of products and innovativeness of products inclination of the respondents.

10. Problem Identification
 To find that All the retailers of alternate distribution channels can be made paint retailers or not.
Collect the necessary database of retailers, so that accordingly the retailers should be approached.
 To identify builders preference over paints and textures meets their requirements.
Primary Objective
 To find the preference and choices of Retailers regarding the different paint brands.
 To find the preference and choices of Builders regarding the different paint brands.
Secondary Objective
 To collect appropriate information related to business.
 To survey the market potential of the company.
 To survey a new avenue of customers.(preferences of different paint brands, who were previously
not a part of Berger Paints target customers.)
 A qualitative analysis of the impact of the advertisements of Berger Paints among the retailers
and builders.

11. Scope of Study
 It gives us data about the degree of submitted Berger Paints Retailers.
 It shows the bit of the overall business of Berger Paints in regards to its rivals.
 It determines the data with respect to the inclination and decisions of the various
retailers.
 The examine likewise gives data with respect to another undiscovered market section i.e
inclination/preference of brands and their needs and desires from the paint business.
 It gives us data that how much successful the ads of Berger Paints are as a special
procedure as for its rivals.
 It gives the information that what are the problems they are facing while deciding
different brands of paints

12. Research Methodology
Data Collection Method
 Primary research
Primary data collected by interviewing the different types of builders & retailers
through alternative distribution channel.
Sampling Plan
 Interviewing the prospective Retailers and Builders.
 Collecting information and filling it up in questionnaire.
Sample Size
Retailers – 45 Respondent
Builders – 65 Respondent

13. Data Analysis
Majority of retailers were having Asian Paints and some local uncapped players like Taralac,
Vivid. They were having different products for different groups of people as per their
standard of living.

14. Which brand do you prefer for Interior Paints ?
As per above pie-chart, 44.9% of Retailers prefer Asian Paints for Interior Wall
Paintings and 28.6% of Retailers prefer Berger Paints for Interior Wall
Paintings,12.2% of Retailers prefer both paints brand as per the customer
demographic,4.1% of Retailers prefer for Kansai Nerolac and 2.0% of Retailers
prefer AkzoNobel i.e. Dulex Paints for Interior Wall Paintings

15. Which brand do you refer for Exterior Paints ?
As per above pie-chart, 36.4% of Retailers prefer Asian Paints for Exterior Wall
Paintings and 29.5% of Retailers prefer Berger Paints for Exterior Wall Paintings,18.2%
of Retailers prefer both paints brand as per the customer demographic,4.5% of Retailers
prefer for Kansai Nerolac and 2.3% of Retailers prefer AkzoNobel i.e. Dulux Paints for
Exterior Wall Paintings and 4.5% of Retailers prefer Berger and AkzoNobel for Exterior
Wall Paintings.

16. What is your Pricing system ?
From the above chart, we can convey that 51% of Retailers keep their pricing system as
Floating, 46.9% of Retailers keep their pricing system as Competitive and remaining 2% of
Retailers keep their pricing system on MRP.

17. Which brand is most profitable to you ?
From the above Graph, we can assume that 55.1% of retailers says that Asian Paint is
more profitable to them,34.7 % of retailers says that Berger Paint is more profitable to
them,16.3 % of retailers says that Akza Nobel is more profitable and remaining 6.1% and
2% of retailers says that Nerolac and Navdeep is more profitable respectively.

18. What are the sources of your customer attraction ?
As per the above chart, 87.7% of sources of customer attraction are Directly/Floating,
whereas 8.2% of sources of customer attraction are through Painters and 2% of
sources of attraction are through the Advertising of company.

19. Which brand of putty do you refer ?
From the above graph, we can find that majority of retailers prefer Aditya
Birla putty and some retailers prefer Berger and Asian putty as far the
customer is concerned, who are loyal towards the brands and majority of
retailers prefer JK Wall putty & Aditya Birla putty the most.

20. Which company provides more schemes for Retailer dealers and
Contractors ?
From the above we can say that, 57.1% of Retailers says that Asian Paints provides more
schemes for retail dealers and Contractors and 42.9% of retailers says that Berger Paint
provides more schemes for retail dealers and Contractors.

21. Which brand is highly preferable by customer in your store ?
It is seen clearly that preference of customer for Asian Paint is 67.3% ,whereas 30.6% of
customer preference is Berger Paint and 8.2% of customer preference is for Kansai
Nerolac and AkzoNobel respectively.

22. Do you use colour bank technology ?
From the Pie-Chart, we can clearly find that 85.2% of retailers uses colour bank
technology so that they can get 1000 of shadings colour as per the customer
requirements and 14.8% of retailers does not use colour bank technology.so 85.2% are
those retailers who helps to get the colour shades as per the requirement so that the
customer gets satisfied and recommend this brand and shop to his Friends and
Relatives.

23. What is your counter type ?
From the chart, 97.3% of the retail shop owners say that their counter of sale is Retail and
2.7% of shop owners said that their counter of sale is Retail and Project both.so 2.7% of the
Retail shop owner consumes more amount of paint as compared to the remaining 97.3% as
their counter type is Retail.

24. Which type product do you refer for Water Proofing ?
From the above chart, for water proofing solution 32.7% of retailers prefer Dr.Fixit,
22.4% of retailers prefer both Dr.Fixit and Berger,18.4% of retailers prefer Sika and
Dr.Fixit,8.2% of retailers prefer Berger and Dr.Fixit – Asian respectively. As per my
observation over the shops, they mostly recommend Dr. Fixit to the customers as there
is an huge amount of money spent by the team for Advertisement.

25. With which paint brand you have worked in Past ?
From the above chart, we can conclude that about 84.9% of builders have used Asian
paint in the past sites and 9.4% of builders have used Berger paints in the past sites and
remaining by Dulex and some local companies. Asian paint has covered maximum
number of builders from the past.

26. Reason for working with above company ?
From the above, it can be clearly identified that 84.9% of builders prefer Asian paints as the
main factors is quality which is 92.5% . and remaining 7.5% factors which plays an vital role
is Rates and Others. It is seen that majority of builders prefer Asian paint mainly for the quality
purpose and Brand of the company.

27. Are you satisfied with your current paint brand ?
From the above graph, 25 builders are highly satisfied with their current brand,9 Builders are
satisfied with the current brand and 4 Builders are neutral with the existing brands

28. Giving Labour + Material ?
From the above chart, About 98.1% of builders agree to provide Labour and Material both
and 1.9% of builders only provide labour for the construction site. They usually agree with
Materials and Labour at the time of Contract, which is done among them.

29. Are you willing to give chance to do Sampling/Rates quotation/Visit of
Sales Executive from Berger paints at your preferable time ?
From the above chart, About 18.9% of builders are willing to give chance for sampling
and rates quotation,34% of builders were not willing to give any chance for sampling and
quotation and 47.2 % of builders has an possibility for giving chance in future for rates
and quotation for the future sites.

30. Who is the key decision maker ?
As far the survey is concerned, About 67.9% purchase department are key decision maker
for , 18.9% Builder are the key decision maker and about 11.3% Painting contractors are the
key decision maker. As all purchase related decisions are taken by Purchase Team, they
place an vital role.

31. Major Findings & Conclusions
• Asian paints is the biggest competitor in the market.
• Berger paints is performing well in interior and exterior paints out of the sample surveyed,
it is found that company has great opportunities in the market.
• On the basis of the survey conducted its found that major section of the revenue of Berger
Paints comes from Interior paints, Exterior paints and Industrial Segments
• Most of the dealers are satisfied with the paint quality of Berger, mostly in Industrial
Paintings.
• It also found that there’s less profit margin in paint trade.
• Lake of support from company to dealers during long run of business.
• 87.7% of sources of customer attraction are Directly/Floating, whereas 8.2% of sources of
customer attraction are through Painters and 2% of sources of attraction are through the
Advertising of company.

32. Contd..
• 40% of retailers refer ICA for Wood Coating,32.5% recommend Berger, 22.5% recommend
MRF,20% suggest Asian 15% suggests Taralac, and 2.5% prefers Nerolac, Dulex
respectively.
• 84.9% of builders have used Asian paint in the past sites and 9.4% of builders have used
Berger paints in the past sites and remaining by Dulex and some local companies.
• 84.9% of builders prefer Asian paints as the main factors is quality which is 92.5% . and
remaining 7.5% factors which plays an vital role is Rates, More convenient and Others.
• About 98.1% of builders agree to provide Labour and Material both and 1.9% of builders
only provide labour for the construction site.
• About 18.9% of builders are willing to give chance for sampling and rates quotation,34% of
builders were not willing to give any chance for sampling and quotation and 47.2 % of
builders has an possibility for giving chance in future for rates and quotation for the future
sites.
• About 67.9% purchase department are key decision maker for , 18.9% Builder are the key
decision maker and about 11.3% Painting contractors are the key decision maker. As all
purchase related decisions are taken by Purchase Team, they place an vital role

33. Learnings
KPI (KEY PERFORMANCE INDICATORS)
1. Business Development – Project Lead Generation, Relationship Maintenance.
2. Lead Conversion
 Overview of our product (Interior Coating, Exterior Coating, Wood Coatings and
Construction Chemicals ).
 Target Segmentation.
 Overview of overall process of execution of Paints (which product will be applied on what
surface and many more).
 Basic Terminologies (PU, Drum – 20 L)
 Had undergone with the different group of builders and to know their spending ability
based on that, if he is rate oriented – we should pitch our Economy range products and if he
is quality oriented – we should pitch our premium range of products, so for that we need to
understand the Builders needs.
 About Express Painting Tool.

34. Photographs

35. Recommendation
• Berger Paints is a favoured brand in India however based on the overview there are a few fields that
are yet to be increasingly accentuated which can improve the business volume sooner rather than
later are expressed as follows :
• Berger ought to likewise focus on rural markets.
• It would be advantageous for the organization on the off chance that they can build its deals and
appropriation in towns.
• Company need to spend more on Advertisement to capture the market for interior and exterior wall
paintings.
• As they have large number of product line for different segments like for Interior Coatings, Exterior
Coatings, Wood Coatings, water proofing solutions.
• They are doing very well in Industrial coatings, Automobile Industry and need to focus more on
Decorative segments.
• Booklets comprising of different wall design plans just as various shades should be easily accessible
to the householders from where they can be picked which class or quality or configuration will best
suit for their walls with variety of designs

36. References & Bibilography
https://www.bergerpaints.com/
http://indiahometips.com/paint-types.html
https://www.mbaskool.com/marketing-mix/products/16993-berger-paints.html
https://www.slideshare.net/rarichanm/paint-industry-porters-five-force-pestel-analysis
https://www.marketing91.com/swot-analysis-berger-paints
https://www.coatings.org.uk/Sectors/Industrial_Coatings.aspx
https://www.business-standard.com/article/news-ani/indian-paint-industry-estimated-to-reach-rs-
70-000-crores-by-2021-22-ipa-119011400746_1.html

37. Thank
You