Berger Paints India Limited (BPIL) is the second largest paint company in India. It was established in 1923 as Hadfield's (India) Limited and acquired by British Paints in 1947. Today it has a presence across India with 7 manufacturing plants, over 82 depots, and a network of over 12,000 dealers. The document discusses Berger Paints' growth history, operations, marketing strategies, and environmental and social objectives. It also summarizes a market research study conducted to analyze Berger Paints' marketing strategies and identify ways to improve sales and market share.

2.  Berger Paints India Limited (BPIL) is one of
India's 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.

3.  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.

4.  Established in 17th December, 1923, the
company then known as Hadfiled's (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
Hadfield's (India) Limited and thus British
Paints (India) Limited was incorporated.

5.  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.

6.  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.

7.  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.

8.  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

9.  Werespect the needs and social
implications of all communities
and cultures where our business
operates.

10.  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.

11.  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.

12.  “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.


13.  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 “.

14.  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.

15.  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.

16.  The user-base has no geographical
boundaries, a company's 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.

17.  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 country's 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.

18.  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

19. Particulars No. of respondents
Berger 14
Asian 53
ICI 15
Nerolac 06
Others 12

20. Q2. customer profile
Particulars Percentage
House owners 37
Painters 33
Contractors 16
Engineers 14

21. Q3.Who is the behavior of he sales person at
your first visit.
Good Ok Irresponsible
30 60 10

22. Q4. Delivery period
Particula <2 hrs 2-4 hrs 4-6 hrs 6-8 hrs 24 hrs 2 days
rs
Asian 4 2 7 6 71 10
Berger 0 2 2 10 76 10
ICI 0 1 1 1 85 12
Nerolac 0 0 10 0 80 10
others 0 0 0 2 86 12

23.  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.

24.  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.

25.  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.

26. 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.

27.  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.