crs berger paints

COMPANY REVIEW SESSION

ONBerger Paints India Ltd.

Presented by – RUPAM DEB(20076)

• Paint industry• Company profile –BERGER PAINTS INDIA LTD.• PESTEL Analysis• STP Analysis• Product Range• Marketing & Promotions• HR Strategies• Financial Strategies• SWOT Analysis• CRM• Survey , Data & Customer Feedbacks• Recent Issues• Courtesy

PESTEL ANALYSIS

PAINT INDUSTRY

MARKET STRUCTURE

COMPOSITION OF PAINT INDUSTRY

MARKET PROFILETYPES OF PAINTS

AVAILABLE IN INDIA

COST STRUCTURE

MANUFACTURING PROCESS

FEATURES OF PAINT INDUSTRY

FACTORS DRIVING GROWTH IN PAINT

INDUSTRY

Industrial30%

Paint Industry

Product Sector

Decorative70%

Organized70%

Unorganized30%

Coil Coatings

Powder Coatings

Coil CoatingsAutomotive Paints

Marine Paints

High Performance

Distempers

Coil CoatingsEmulsions

Exterior Coating

Wood Finishes

Enamels

TYPES OF PAINTS

Acoustic Paint: It is specially designed for acoustic tiles Alkyd Resin Paint: Best suitable for trim, doors, faux finishes and other maximized use areas.Dripless Paint: This paint is thicker and is most suitable for application on ceilings Latex Paint: The applicability of this paint is easier than most other and it dries much quickly. It is also easier to be washed. One-Coat Paint: It is the more expensive version of the latex and alkyd paints and is mostly chosen for surfaces that require flawlessness in color.Primers: This paint is the initiation for all interior paint works.Rubber-Base Paint: This is best for concrete and bricks.Textured Paint: If need is to cover any flawed surface in your house get this paint. It works well on ceilings.

COMPANY PROFILE• Established in 17th Dec,1923 (Hadfiled’s(India) Ltd.)• British Paints(India)Ltd. to Berger Paints India Ltd.(1983)• 2nd largest paint manufacturer• LOCATION :7 manufacturing facilities,> 82 depots,

>15000 dealers , >2500 employees• Mission & Vision• Philosophy• Quality Policy & Awards• Landmark Projects

OPERATIONS

RAW MATERIALS1)Pigments2)Solvents3)Binders & Additives

MANUFACTURING PROCESSDispersionAdjustmentPackaging

SUPPLY CHAIN

BACKWARD INTEGRATION

STRATEGIC SOURCING

CHANNEL PARTNERS

REGIONAL DISTRIBUTION CENTRES

BRANCHES

DEALERS

SWOT ANALYSIS

Strengths Imp of brand image as barriers to new entrantsExtensive Dealer Network

WeaknessRaw materials – scarcityRequirement of high working capital & skilled laborReal estate depression phase.

OpportunitiesFiscal incentives provided by Government.Rise in Home LoansRise in disposable income

ThreatsEnvironmental RegulationsIncreasing Brand Loyalty of Competitors

Metallica Weather Coat All Guard

IllusionsRangoli Easy CleanBreathe EasySilk

Weather Coat Exterior Wall Primer

MARKETING STRATEGIES

STP

SEGMENTATION : DECORATIVE & INDUSTRIAL Income/Usage Rate/Brand Loyalty

TARGETING: Both MIG & Premium Segments

POSITIONING: As a Brand which is offering Quality Products at Competitive Prices As an Innovative Brand

MARKETING MIX

PRODUCT : Variety ( For All Segments) Quality

Brand Name Packaging

PRICE : Competitive Pricing

PLACE : Manufacturing Units -> Depots-> Dealers-> End Users

PROMOTIONS : TV , Newspapers , Magazines Sales Promotions Trade Promotions PR

LOGISTICS : Own Logistics

HR STRATEGIES

Talent AcquisitionEmployee RetentionTraining and DevelopmentIDT(Inter Departmental Transfers)CompensationGood Performance AppraisalDiversity Management

FINANCIAL STRATEGIES