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Sales Distribution of Berger Paints PDF
Sales Distribution of Berger Paints PDF
• Future outlook
• Presence in India
• International presence
• Channel structure
CONTENTS [contd...]
• Alternate channel structure
• Distribution task
• Channel pricing
• Innovations
• Trade promotions
• Recommendations
INDIAN PAINT MARKET- MARKET
ASSESMENT
INDUSTRIAL – 30%
(Automotive & consumer
durables)
INDIAN PAINT
INDUSTRY
DECORATIVE INDUSTRIAL
SEGMENT [70%] SEGMENT [30%]
CONSUMER
PREMIUM AUTOMOTIVE
MEDIUM RANGE DISTEMPER RANGE DURABLES MARINE
RANGE[high end SECTOR [about
[enamel paints] [low end paints] PAINTS OTHER
acrylic emulsions] 2/3rd share]
OEM’S
DECORATIVE:
APIL Dominates the Decorative segment with 38% market share.
GNPL the no.2 in the decorative segment with 14 % market
share.
Berger & ICI have 8% & 9% shares respectively.
J&N and Shalimar with 1 & 6 % respectively.
INDUSTRIAL :
GNPL Dominates the Industrial segment with41% market share.
APIL has a 15% market share.
Berger & ICI have about a 10 % and 9 % market share.
FUTURE OUTLOOK
• Demand for paints for new housing is app. 30% , rest from
repainting.
Rishra (BAICL)
Berger ICAI
103 G.T. Road, Rishra
District : Hooghly, West Bengal 712248
Phone : +91 33 2672 0641 / 0642 / 0643
Jammu
Berger Paints India Limited
SIDCO Industrial Growth Centre
Sanba, Jammu, Jammu & Kashmir 184 121
Phone : +91 1923 246451 / 6458 / 6459
INTERNATIONAL PRESENCE
ROLE OF CHANNEL PARTNER
14 MANUFACTURING
DIRECT CUSTOMER
PLANTS ACROSS INDIA
DIRECT PROJECT
INSTITUTIONAL /
153 DEPOTS IN CORPORATE
INDIA/ GODOWN
BULK BUYER (
INSTITUTIONAL
DEVELOPERS
RETAILER
CHANNEL STRUCTURE
DELHI OR EACH STATE
MANUFACTERING UNITS
20,000 dealers all over India
1200 plus dealers on new Delhi alone
DEPOTS/ STORAGE 14 products
1200 shades & depots in Delhi,
badurpur, mayapuri, wazir gunj,
mandor
+300 DEALERS
FROM EACH
ZONE
ALTERNATIVE CHANNEL
STRUCTURE
TEMPORARY PRICE REDUCTION: They get margins plus incentive promotion scheme to
maintain the dealer.
CONTESTS: Dealer to dealer contests are held to promote push strategy and best dealer
gets the reward. Berger paints does the same in various geographical areas.
SAMPLING: Allowing the dealer to experience the product or service by providing samples
of various paints.
TIEING UP WITH INSTITUTIONAL PROJECTS:A tie up with any of the project in the near by
areas.
SCHEMES: Promotional schemes and benefits such as Gift vouchers and Seasonal
discounts sponsor trips to the dealers or Giving them a chance to earn profit by selling the
products on the earlier rates instead of the revised rates.
DIFFERENT CHANNEL FOR HIGH
END CUSTOMERS
A wide variety of colour palette and pre-set designs for your room.
PAYMENT
Cheque is a preferred mode of payment by the manufacturer
however.
Wholesaler
Cost to produce = Rs 220/litre
1-2 % Gross Margin received
by wholesaler on sale to
retailer
Cost to produce = Rs 225- Retailer
230/litre
7-10% Gross Margin received
by retailer on sale to
consumer
Consumer
Cost to produce = Rs 240/litre
The stock depends upon the group in which the paint falls such as
an average selling paint for eg. Emulsion is kept more in stock while
a distemper is stored average.
Specification of inventory
• Product and shade development along with preview facility so that we can
provide tailor made discerning customers having specific requirements we
tailor make products and shades as inputs for providing specific properties.
Post selection of shades we give visual print to the building with the
chosen shades through our preview facility through which one can find out
how the building will look like before painting in virtual sphere through
simulation software.
GROUP No.1