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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