INDIAN PAINT INDUSTRY PORTER’S FIVE FORCES CONTRIBUTION TO GDP REASONS FOR GROWTH OF PAINT INDUSTRY PROSPECTS COMPANY OVERVIEW SWOT ANALYSIS COMPANY NEWS COMPETITOR ANALYSIS PRODUCT MARKETING MIX STP OF THE PRODUCT PLC OF THE PRODUCT ORGANIZATION STRUCTURE RECRUITMENT SOURCES SELECTION PROCESS ORGANIZATION CULTURE CAREER PLANNING TRAINING & DEVELOPMENT BUSINESS FINANCE

1. SEMESTER PROJECT
SUBMITTED BY:-
ANIMESH MODI
TOPIC:-
BERGER PAINTS-
INTERIORWALL COATING

2. INDIANPAINT INDUSTRY
 First paint Industry Shalimar Paints, Colour &Varnish
Company.
 The paints were generally imported from the Britain
 Due the 2nd world war many companies entered in Indialike
Goodlass Wall(1918), Elephant Oil Mills (1917)

3. CONTRIBUTION TOGDP
PAINT
INDUSTR
Y
4%
OTHERS
96%
PAINT INDUSTRY OTHERS
PORTER’S FIVE FORCES

4. REASONS FOR GROWTH OF PAINTINDUSTRY
Increasing level of income and education
Increasing Urbanization
Increasing share of organized sector
Growth of Realty, Automobile and Infrastructure sector
Availability of financing options
Increasing Penetration in the Rural Markets
PROSPECTS
Growth in the economy
Government policies and reforms
.

5. COMPANY OVERVIEW
Berger paint India Ltd is a India based company
Headquartered:- Kolkata
Founded:- 17 Dec, 1923
Key Person:- Kuldip Singh Dhingra (Chairman) and Gurbachan Singh
Dhingra (Vice Chairman)
Product:- Paints, Coating, Construction Chemicals
CEO:- Abhijit Roy
Revenue:-6062 crore (2019)
 Started as Hadlefield’s ( India ) limited
 At that time it had only 1 factory in Howrah, West Bengal
 In 1947, it was acquired by British Paints ( holdings ) limited and came to
be known as British Paints ( India )Limited
 In 1983, it came to be known as Berger Paints India Limited

6. SWOT ANALYSIS

7. Company news
COMPETITORANALYSIS
COMPANY MARKET SHARE
ASIAN PAINTS 32%
KANSAI NEROLAC 11%
BERGER PAINTS 11%
ICI 6%
OTHERS 5%
UNORGANISED 35%
32%
11%
11%
6%5%
35%
MARKET SHARE
ASIAN PAINT
KANSAI NEROLAC
BERGER PAINTS
ICI
OTHERS
UNORGANISED
VVN plant of Berger Paints India bags the
prestigious 19th Genentech Environment Award.
Berger Paints acquires 91.94% stake in STP

8. PRODUCT
INTERIOR WALL COATING
DESIGNER FINISHES
 Silk Illusions Design Metallica
 Silk Illusions Metallica
 Silk Illusions Marble Finish
INTERIOR EMULSION
 Silk Glamor
 Silk Luxury Emulsion
 Easy Clean
 Rangoli Total Care Bison Acrylic
Emulsion
INTERIOR WALL DISTEMPER
 Bison Distemper

9. MARKETING MIX
• Follows competitive
pricing and varied pricing
• Products are priced in the
range of Rs. 60 (price of
distemper) – Rs. 900
PRODUCT
PLACEPRICE
PROMOTION

10. SEGMENTATION
Urban and rural areas
Dry regions where dust-free paints are
required Metro Cities, T2/T3 cities
Working Professionals, House-
owners, Industry users
Income- above Rs. 50000
Upper, Middle, Upper-middle
and lower middle class
People who want their homes to look
decorated
TARGETING
Working Professionals,
House-owners, Industry
users
Upper, Middle, Upper-
middle and lower middle
class
POSITIONING
“No Daag No Dhabba”-
Berger provides paints
which are scratch
resistant and dust-free
and provides coatings
which suits the
requirements like
offices have different
coatings and homes
have different coatings.
STP OF THEPRODUCT

11. PLC OF THEPRODUCT
I N T R O D U C T I O N
G R O W T H
M A T U R I T Y
D E C LI N E
SALES
TIME

12. ORGANIZATION STRUCTURE
HUMAN RESOURCES MANAGEMENT
MANAGINGDIRECTOR&CEO
DIRECTOR, FINANCE
VICE-PRESIDENT-IT
SENIOR VICE-PRESIDENT & COMPANY
SECRETARY
SENIOR VICE-PRESIDENT- R&D
SR. VP - MARKETING PROTECTIVE COATINGS
DIVISION
VP- MARKETING, RETAIL DECORATIVE PAINTS
VP- SALES, RETAIL DECORATIVE PAINTS
VP- MATERIALS
VP- CORPORATE HR &
PERSONNEL
SR. GENERAL MANAGER- SALES & MARKETING
AUTO & GI DIVISON
VP-MANUFACGTURING
GM- POWDER COATINGS SALES
AND MARKETING

13. Internal Sources
employees
Referral
Promotions and transfers
Internal advertisement
External Sources
Campus recruitment
Online portals
Advertisement
Waiting list
Consultancies
RECRUITMENT SOURCES

14. SELECTION PROCESS
IDENTIFICATION
AND
VERIFIACRION
SOURCING
SCREENING
INITIAL
INTERVIEW
FINAL
INTERVIEW
SHORTLISITING
VERIFICATION
OFFER
LETTER
JOINING
FORMALITIES

15. CAREER PLANNING
 Top performers: Reward and recognition
 Average performers: Motivate, training
 Below performers: Motivate, training, Performer’s
Improvement Plan (P.I.P.)
TRAINING&DEVELOPMENT
Employee benefits
 Medical facilities
 Insurance benefits
 Retirement benefits
ORGANIZATIONCULTURE

16. YoY(RS CRORE) Q1 FY18Q1 FY19
SALES 1483 1247 18.9%
GROSS PROFIT 586 506 15.7%
GROSS MARGIN 39.5% 40.6%
EBITDA 227 185 22.6%
EBITDA MARGIN 15.3% 14.8%
NET PROFIT 134 110 22.1%
PROFIT MARGIN 9.0% 8.8%
DIRECT COST 2019 In Rs. ( Cr.) 2018 In Rs. ( Cr.) 2017 In Rs. ( Cr.)
Cost of Materials Consumed 3150.03 2470.43 2150.56
Change in inventories of FG,
WIP, And Stock-In Trade
(168.67) (87.66) (120.26)
TOTAL 2981.36 2382.77 2030.3
INDIRECT COST 2019 In Rs. ( Cr.) 2018 In Rs. ( Cr.) 2017 In Rs. ( Cr.)
Purchase of Stock InTrade 432.46 405.57 411.79
Employee Benefit Expenses 311.67 269.84 244.51
Finance Costs 20.79 16.20 7.76
Depriciation AndAmortisation
Expenses
22.17 111.92 98.00
Other Expenses 979.87 922.21 876.60
TOTAL 1766.96 1725.74 1638.66
DIRECT AND INDIRECTCOSTS
NetProfitandGrossProfitMargin
BUSINESS FINANCE

17. FIXED ASSETS ADDED
DURING THEYEAR 2019
FIXED ASSETS= Rs. 1,151.65 Crore
2018
FIXED ASSETS = Rs. 1,002.60 Crore
FIXED ASSETS ADDED = Rs. (1151.65-1002.60) Crore
= Rs. 149.05 Crore
WORKING CAPITAL FOR THE YEAR 2018-19
Working Capital= Current Assets – Current Liabilities
= 2281.08 – 1386.49= Rs. 894.59 Crore (2018- Rs.804.9 Crore)
DEBT-EQUITY RATIO
Debt-Equity Ratio= Long-term borrowings/Shareholder’s Funds
= 238.92/ 2472.70= 0.09 (2018- 0.11)
BUSINESS FINANCE