2. 1 | P a g e
A PROJECT REPORT ON
SURVEY OF BERGER XPRESS PAINTING
AMONGST
MASTER APLLICATORS AND LIFT AND WIN
POINT UPDATION AND COLLECTION OF KYC
AMONGST MASTER APPLICATORS
AS PARTIAL FULFILMENT OF PGDM PROGRAM, 1ST
YEAR
SUBMITTED BY- RISHIRAJ DAS
ROLL NO.- DM14B33
IAEER’S PUNE INSTITUTE OF BUSINESS
MANAGEMENT
(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA)
PUNE
BATCH- PGDM 2014-2016
3. 2 | P a g e
DECLARATION
I, __________________________________ hereby declare that
this project report is record of authentic work carried out by me
during the period of 15th
December 2014 to 15th
January 2015 and
has not been submitted earlier to any University or Institute for the
award of any degree/diploma, etc.
Name of the student-
Date-
4. 3 | P a g e
CERTIFICATION
This is to certify that Ms. ________________________________
has completed WIP under my guidance.
Date of submission-_______________
.
Signature
(Internal Guide)
5. 4 | P a g e
ACKNOWLEDGEMENT
This project has been an honest and dedicated attempt to make the
analysis and marketing material as authentic as it could. And I
earnestly hope that it provides useful and workable information
and knowledge to any person reading it.
During this period, I had the pleasure of working closely with
accomplished organization people who shared with me their
experience and helped me in completion of my research.
I express my sincere thanks to my project guides and my institute
faculty for guiding me.
Lastly I am grateful to my parents who have been my mentors and
motivators. I am also thankful to all my batch mates who have
been directly or indirectly involved in successful completion of
this project.
6. 5 | P a g e
INDEX
1. Sectorial Information 6-7
2. Company Profile (About BERGER PAINTS) 8-9
3. Basic Introduction (Day1, Day 2, Day 3) 10-14
4. Detail tasks performed by students with deadlines 15
5. Marketing 16-18
6. Business Finance 19-20
7. Human Resource 21-22
8. Suggestions/ Recommendations 23
9. Conclusion 24
10. Bibliography 25
7. 6 | P a g e
Sectorial Information
The paint industry is expected to grow at 12%-13% annually
over the next 5 years from Rs. 280 billion in FY13 to around
Rs. 500 billion by FY18. FY14 was a challenging year for the
industry as a whole due to subdued demand across key
sectors and rising inflation.
The unorganized sector controls around 35% of the paint
market, with the organized sector accounting for the balance.
In the unorganized segment, there are about 2000 units
having small and medium sized paint manufacturing plants.
Top organized players include Asian Paints, Kansai Nerolac,
Berger Paints and ISI.
Demand from paints come from two broad categories :-
a) Decoratives:- Major segments in decoratives
include exterior wall paints, interior wall paints,
wood finishes and enamel and ancillary products
such as primers, putties etc. Decorative paints
account for over 77% of the overall paint market in
India.
b) Industrial:- Three main segments of the industrial
sector include automotive coatings, powder coatings
and protective coatings.
The market size of the paint industry in India is estimated at
around Rs. 290 billion. Industry players expect close to 12%
growth in business volume and 10%-12% rise in sales in
FY15.
The market for paints in India is expected to grow at 1.5 to 2
times GDP in the next 5 years. With GDP growth expected to
be between 5%-6% levels, the top three players are likely to
clock above industry growth rates in the future, considering
that they have a strong brand and good reach.
8. 7 | P a g e
Historical Growth Pattern Observed In Last 5 Years
Mar '14 Mar '13 Mar '12 Mar '11 Mar '10
Sales (Rs. In Cr.) 3384.82 3024.21 2649.9 2085.23 1686.66
3384.82
3024.21
2649.9
2085.23
1686.66
0
500
1000
1500
2000
2500
3000
3500
4000
Sales (Rs. In Cr.)
Year End Mar '14 Mar '13 Mar '12 Mar '11 Mar '10
Sales (Rs. In Cr.) 3384.82 3024.21 2649.9 2085.23 1686.66
9. 8 | P a g e
COMPANY PROFILE ( ABOUT BERGER
PAINTS)
Berger Paints has come a long way since its inception in 1923.
Lewis Berger was the founder of Berger Paints. He offered
spectacular shades and chance to transform their homes through
the power of imagination.
It’s the 2nd
largest paint company in India with a turnover of Rs.
3,335 cr. Over the past few years, Berger’s success has been
impeccable.
One of the top 10 decorative paint company in Asia.
Berger receives IPE Corporate Excellence Award in 2013,
Secured the 1st
position as FASTEST GROWING COMPANY in
the Indian Paint Industry by Construction World 2012-13.
The company provides an excellent service, prompt response and a
wider reach to the dealers and the customers. Perhaps it is this
attitude that is responsible for all its successful endeavours.
Market through a distribution network of more than 82 stock
points and 12,000+ Paint retailers.
Some of the Paints available in this company:-
10. 9 | P a g e
INTERIOR COLLECTION EXTERIOR COLLECTION
Silk Luxury Emulsion
Breathe Easy Emulsion
Rangoli Total Care
Bison Arcrylic Emulsion
Weather Coat All Guard
Weather Coat Smooth
Walmasta Kool and Seal
ENAMELS WOOD FINISH
Breathe Easy
Luxol Satin
Luxol Lustre
Luxol Hi-Gloss
Polyurethene Finish
Melamine
WoodKeeper
TEXTURES
Tartaruga Hi-Build
Tartaruga
Illusion Exterior Texture
Products offered by BERGER PAINTS
11. 10 | P a g e
Shareholders of the Company
Name of the Shareholders Total Shares held (Rs.)
UK Paints India Pvt. Ltd. 168,398,702
Jenson & Nicholson Asis Ltd. 50,234,555
Big Investment & Finance Ltd. 2,840,150
Meeta Dhingra 7,964,896
Vinu Dhingra 7,300,447
12. 11 | P a g e
BASIC INTRODUCTION (Day1, Day2, Day3)
Day 1 (17.12.2014)
Briefed about Berger Paints.
15000 dealers
2nd
position in India after Asian Paints
1st in West Bengal
Has 95 depots
7 manufacturing units
Spreaded over many countries like Bangladesh, Nepal,
Poland, etc.
The Managing Director of Berger paints is Mr. Abhijit Roy
The ways of painting a wall:-
a) Cement Paint ( white paint)
b) Putty ( smoothens the wall)
c) Primer ( to hold the paint)
d) Emulsions ( for decorating and protecting the walls)
There are three categories of products:-
a) Advance (most expensive)
b) Premium (little less expensive than advance)
c) Economy (cheap)
They have different points for each category. Whatever the dealer
buys they get points according to that. And get a % discount in the
next purchase after the marked points are been covered.
13. 12 | P a g e
The steps taking for viable marketing are:-
a) More networks
b) More dealers
c) Add more painters
The dealers are categorized in the following ways:-
a) Dead Category ( lift from 0-29litres/month)
b) Inactive Category ( lift from 30-99litres/month)
c) Active Category (lift more than 100litres/month)
The way they know in which category which dealer is are
through:-
a) Filling of KYC (Know Your Customer) form
b) Point Updation
c) XP (Xpress Painting) survey form
Xpress Painting is the new concept they have launched. It is
painting through different kinds of new equipments that they have
designed, for making painting faster cleaner and better. These are
electronic machines which makes painting easier. The following
are the different machines:-
a) Multipurpose (6500/-)
b) Short Handle Sand (10000/-)
c) Long Handle Sand (18000/-)
d) Airless Spray (58000/-)
e) Jet Washer (24000/-)
f) Electronic Roller (6000/-)
14. 13 | P a g e
Day 2 (18.12.2014)
Main work was assigned to us. The works are:-
a) Filling of KYC form
b) Point updation of the dealers
c) Filling of XP survey form
The Questionnaire that we had to prepare form the survey form are
as follows:-
a) Name of the applicant
b) Contact no.
c) Dealer attached
d) Do you know the concept of XP?
Yes
No
e) Have you purchased any product of XP?
Yes
no
f) If yes, are you comfortable with the equipment?
Yes
No
g) If yes, rate the machines ( between 1-5)
HSS
LHS
Putty Mixer
Jet Washer
Airless Spray
h) Service rating ( between 1-5)
Spares availability
Consumable
After sale service
15. 14 | P a g e
i) If not been purchased, then what is the reason behind?
Financial Problem
Disagree with the concept
Tied up with the competitor companies
Lesser jobs
j) Are you aware of the benefits of XP equipments?
More jobs
Labour saving
MP (Master Painter) schemes
Faster cleaner better
k) Are you interested in purchasing XP equipment?
Yes
No
l) If yes, then within how many days?
Within 1 week
Within 15 days
Within 1 month
Don’t know
m)Do you require any training from Berger?
Yes
No
n) If yes, then in which department you require training?
XP tool
Illusion Design
Putty
Interior/Exterior Emulsion
Wood Coating
o) Suggestions for improvement
16. 15 | P a g e
Day 3 (19.12.2014)
Mainly we had to print out the survey forms. We were divided into
groups of 2, total 5 groups. And each group were assigned to a
particular area. From that area we have to go to each dealer and get
all the details. Each dealer has a head, and we were given the
contact details of that person, so that we do not face any problems
of getting in touch with each and every dealer. I was assigned
territory 8 (South Kolkata Region). We had to visit each dealer
within the assigned territory. There we have to collect all the KYP
form and XP survey form from the Master Painter.
17. 16 | P a g e
DETAIL TASKS PERFORMED BY STUDENTS
As mentioned above the tasks (day2 and day3) that we had to do as
directed and supervised by our external mentor Mr. Rakesh
Biswas. We were handed the KYP forms and Survey forms of
Xpress Painting and were asked to call all the Master Painters (the
painters who are in the scheme of Berger Paints of being an Active
Painter, Inactive Painter and Dead Painter) and fix the time and
date of meeting them. Mainly we met them at the dealers’ shop and
got the KYP and Survey forms filled up by them. We also had to
ask for their suggestions of how Berger Paints can improve in their
business and are there any problems that they are facing in using
Berger Paints, and if they are, then what are they, and we had to
make notes of that and had to make sure that those problems are
conveyed to the person concerned and those are been solved by
him. These were the tasks that we had to perform for 1st
three
weeks. In the last week, each day we had to drop down to the
office and make calls to the Master Painters (only those who are
Inactive Painters and Dead Painters) and ask them update their
points and to be an Active Painter for their good, so that they could
win points and get the benefits that they were promised by Berger
Paints at the end of the scheme (which lasts till 28th
of February
2015). From 13th
of Jan we have to call the painter and discuss our
TAP which is a training school of learning painting. We asked
them whether they are interested to take some painters to work
who were trained by TAP which was introduced by Berger Paints.
18. 17 | P a g e
MARKETING
SWOT Analysis
Strengths:-
a. Berger Paints has excellent brand perception and brand
awareness amongst its potential customers.
b. It provides with high quality products and has very high
market space both in terms of visibility and sales.
c. With nearly one-fifth market share and is ranked 2nd
in India.
d. Its industrial and automotive coating is used by the best
automobile companies like Mercedes.
Weakness:-
a. Dependence on Decorative Segment where competition is
intense.
b. High levels of lead found leading to negative publicity.
c. Limited liquidity options.
Opportunities:-
a. New product launches and innovation with changing trends.
b. Strong growth potential in Indian owing to urbanization.
c. Business diversification.
d. Product diversification.
Threats:-
a. New entrants in the industry and local companies.
b. Fluctuations in raw material prices.
c. Stiff competition.
19. 18 | P a g e
S
• Middle class
and upper
class
segment.
T
• Home
owners,
professions
and industry
users.
P
• Fulfill your
imagination
of colours.
SEGMENTING. TARGETING AND POSITIONING
20. 19 | P a g e
PRODUCT LIFE CYCLE
INTRODUCTION
Xpress Painting Machine
GROWTH
Wood Coatings, Textures
MATURITY
Berger Emulsions
DECLINE
In the era of financial crunch & downtrend
21. 20 | P a g e
Promotional Strategies of Berger Paints
a. Inspire creativity
b. Continue to run business business as best in class, with
customer (painter) satisfaction as the ultimate goal.
c. To use the strong cash flows to improve returns to the
shareholders.
d. Reaffirm our commitment to highest level of integrity and
professionalism throughout our business.
e. Continuous innovation to stay ahead of the curve and seize
growth opportunities.
22. 21 | P a g e
Boston Consulting Group (BCG) Matrix
Star Stage- Crack Fill Powder, Super Latex Plus, Tile Adhesive.
Question Mark Stage- Luxury interior paint brand- SILK.
Cow Stage- BP Cement Primer, BP White Primer, Weather Coat
Exterior Primer, Happy Wall Acrylic Putty, Melamine Sealer,
Illusion Sealer, Weather Coat Biowash.
Dog Stage- Damp shield 2k, Latex shield 2k, Tile Cleaner.
STAR - Where
investment is more,
overhead cost high and
profits are low
QUESTION MARK-
Investment more,
sales low, profit low,
new launch
COW- Maturity stage,
diversifying money in
new products,
production cost
nominal, profit high
DOG - Decline stage,
leaves the market, sales
low, profit low
23. 22 | P a g e
BUSINESS FINANCE
Net Profit:-
Particulars March 2014 (Rs. In cr.) March 2013 (Rs. In cr.)
PBDIT 420.23 367.08
Interest 34.26 27.67
PBDT 385.97 339.41
Depreciation 58.27 46.28
Profit Before Tax 227.7 293.13
Tax 93.45 83.33
Direct Costs:-
Indirect Costs:-
Expenditure Mar' 14 (Rs. In cr.) Mar' 13 (Rs. In cr.)
Selling and Admin Expenses 0 0
Miscellaneous Expenses 745.32 641.45
Interest 34.26 27.67
Depreciation 48.27 46.28
Expenditure Mar' 14 (Rs. In cr.) Mar' 13 (Rs. In cr.)
Raw Materials 2084.7 1919.93
Power & Fuel Cost 33.61 28.04
Employee Cost 158.74 139.96
Other Manufacturing Expenses 0.00 0.00
24. 23 | P a g e
Direct Costs:-
Indirect Costs:-
2084.7
33.61
158.74
0.00
1919.93
28.04
139.96
0.00
0
500
1000
1500
2000
2500
Raw Materials Power & Fuel Cost Employee Cost Other Manufacturing
Expenses
DIRECT COSTS
Mar' 14 (Rs. In cr.) Mar' 13 (Rs. In cr.)
0
745.32
34.26 48.27
0
641.45
27.67 46.28
0
100
200
300
400
500
600
700
800
Selling and Admin Expenses Miscellaneous Expenses Interest Depreciation
INDIRECT COSTS
Mar' 14 (Rs. In cr.) Mar' 13 (Rs. In cr.)
25. 24 | P a g e
Working Capital:-
Working Capital = Current Assets – Current Liabilities
Working Capital for the year (Rs. In cr.)
Current Assets 1292.99
Current Liabilities 627.09
Working Capital 665.9
26. 25 | P a g e
HUMAN RESOURCE
Organizational Structure – It is an explicit and implicit
institutional rules and policies designed to provide a structure
where various work roles and responsibilities are delegated,
controlled and coordinated.
Organizational Hierarchy:-
General Manager (Bhaskar Dasgupta)
State Manager (Jaydeep Sikdar)
Admin Manager (Amit Chatterjee)
Business Development Manager (Mainag Ghosh)
Branch Manager (Satadal Ghosh)
. Supervisor (Rakesh Biswas)
S
Sales Executive (Bijoy) Sales Executive (Argha) Sales Ex.)
(Sourav
27. 26 | P a g e
Career Opportunities in Berger Paints:-
a. Sales and Marketing- They operate in a regional and
national level and are quick to respond to the evolving
and expectations of the clients, distributors and end
users.
b. Supply Chain Management- The smooth functioning
and running of the supply chain is essential at every
point as its plays a huge role in the day to day operation
of the business.
c. Paint Engineering- The paint engineers not just design
and select the correct paint depending on the project,
but also have to study in depth the surfaces involved,
the environmental factors involved, ease of application,
levels of adherence, corrosiveness and much more, to
ensure the durability and optimization of the paint.
28. 27 | P a g e
SUGGESTIONS/RECOMMENDATIONS
According to me, they lack in better communication with the
painters that they must work on, to make it much better for more
sales. There is a head to all the dealers, and they should be more
active in immediately solving the problems of the painters assigned
to them.
Another important thing is that, the Master Painters are promised
that they would be provided with different gifts if they have a
certain amount of points at the end of each scheme. But
unfortunately they are immediately not provided with the gifts that
they are promised.
So these are the two drawbacks that I came across in this one
month working at Berger Paints. These two things should really be
taken care of.
29. 28 | P a g e
CONCLUSION
The work that we had to do was mainly to call the Master Painters
and to meet them at the dealers’ shop and get the KYP and the
Survey forms filled up by them. So from this we got to know what
the problems that they are facing and tried to solve those problems,
and if it could not be solved by us we conveyed the problems to
our seniors. There were many problems that they were facing and
solving them were a great challenge for us. And the problems that
our seniors helped to solved, we could learn from that a lot, that
what to do and what not to do in those difficult situations.
The survey forms (for Xpress Painting) that we were asked to
filled, that helped us to know the positions of the products that are
newly launched in the market. The equipments of Xpress Painting
are newly launched in the market, so we had to know how the
equipments are being received at the customers’ end, through the
help of the survey forms. If they have bought it yet, if not, then
why, if yes, then are there any problems they are facing using
them, any training required by them of the know-how of the
equipments work, and what are the after sales services provided by
Berger Paints, all these were also known from filling out the
survey forms.
The phone calls that we had to make for the last 1 week, through
that we had an idea of who is satisfied by Berger paints and who
aren’t.
Overall we had a great and challenging one month working at
Berger Paints. We now have a little bit of the experience how the
corporate world works, that we will be serving within a year.
30. 29 | P a g e
BIBLIOGRAPHY
a. PPT provided by our external mentor (Mr. Rakesh Biswas)
b. A brochure provided by the office
c. www.moneycontrol.com
d. economictimes.indiatimes.com
e. www.bergerpaints.com
f. www.mbaskool.com
g. www.equitymaster.com
