CHAPTER 1

1
1.INTRODUCTION

Berger Paints India Ltd is an Indian paint company based in India. The company is
headquartered at Kolkata and has 14 manufacturing units in India, 2 in Nepal, 1 each in Poland
and Russia . It has manufacturing units at Howrah and Rishra, Arinso, Taloja,Natoli,Goa , Devla,
Hindupur, Jejuri, Jammu, puducherry, and udyognagar.The company has presence in 5 countries-
India, Russia, Poland, Nepal and Bangladesh. They have an employee strength of over 3,500 and
a countryside distribution network of 25,000 dealers.Apart from operations in Russia and a
production facility at the Berger manufacturing unit at Krasnodar, Berger Paints India also has an
operational unit in Nepal. They have also acquired Bollix SA of Poland, a provider of External
Insulation Finishing Systems (EIFS) in Eastern Europe. The driving forces of Berger Paints -
reflect the very spirit of its founder Lewis Berger - who laid the foundations of brand Berger way
back in 1760 in the UK. With modest beginnings in India in 1923, today, Berger Paints India
Limited is the second largest paint company in the country with a consistent track record of
being one of the fastest growing paint companies, quarter on quarter, for the past few years.
Starting out as Hadfield's (India) Limited, it had just one factory in Howrah, West Bengal. By the
close of 1947, Hadfield's was acquired by British Paints (Holdings) Limited, UK and came to be
known as British Paints (India) Limited. In 1983, the name of the Company was changed to
Berger Paints India Limited. Currently, the majority stake is with the Delhi based Dhingra
brothers. Berger Paints has established itself through a long course of time.

Berger Paints India Ltd involved in project sales. The company also offers its own painters for
the project deals that it enters in. It is the duty of the sales executive to oversee the work sites.
My duty was to accompany the sales executive. He used to take me to the work sites he had to
supervise. We had to record the progress of the work, note down the material requirements. I
also had to meet the contractors, customer etc...The meeting were followed by official
discussions. We would introduce our products to them. The department under which I worked as
an intern is sales department.

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1.1 OBJECTIVE OF THE INTERNSHIP

The internship is an eye opener as to how an organization works. It also helps in enhancing the
knowledge gained from the classrooms. The internship allows to understand how the various
function of the organization are carried out and gives a detailed knowledge of the day to day
working of the organization, especially the department the intern is a part of. It is almost like an
on the job training as we get an opportunity to acquire new skills and at the same time
experienced employees guide and share their knowledge on the respective field.

1.2 INDUSTRY ANALYSIS

The Indian Paint industry, estimated to be a Rs.21, 000 Cr. industry, has been growing at a rate
of above 15% for the past few years. The organized players of the industry cater to about 65% of
the overall demand, whereas the unorganized players take care of the remaining 35%, in value
terms. The unorganised players mainly dominate the distemper segment.

The industry consists of two segments, namely

Decorative segment – caters to the housing sector and

Industrial segment - consists of powder coatings, floor coatings and other protective coatings
catering to the automobile, marine and other industries.
In the domestic market, Decorative segment accounts for 70% of the total demand for paints
whereas the industrial segment accounts for the remaining 30%. Globally, the demand for paints
is almost equally distributed, where both the segments account for close to 50% of demand.

The paint industry volume in India has been growing at 15% per annum for quite some years
now. As far as the future growth prospects are concerned, the industry is expected to grow at 12 -
13% annually over the next five years. FY11 was a challenging year for the industry as a whole
due to subdued demand across key sectors and rising inflation. Starting out as Hadfield's
(India) limited, it had just one factory in Howrah, West Bengal. By the close of 1947, Hadfield's
was acquired by British Paints (Holdings) Limited, UK and came to be known as British Paints
(India) Limited. In 1983, the name of the Company was changed to Berger Paints India Limited.

3
CHAPTER 2

4
2. ORGANIZATIONAL ANALYSIS

Company Profile

Company Philosophy

Purpose of Corporate Philosophy

An effective corporate philosophy helps a company develop a certain corporate culture, ethical
practices and strengthens the relationship between employers and employees. It also positions
the values of the company in the minds of others both within and outside of the organization.
Your corporate philosophy should give employees a starting point for the decision-making
process, so they are all operating on the same page. Developing a corporate philosophy gives
you something against which you can compare candidates for new positions, thereby helping
you make hiring decisions based on whether an individual will fit within your corporate culture.

Creating a Corporate Philosophy

One of the first things to consider when creating a corporate philosophy is the purpose of your
business. A company’s philosophy can contain similar verbiage as a company’s mission
statement, but in more detail. For example, the mission statement of a major search engine
company is, “To organize the world's information and make it universally accessible and useful."
A portion of that company’s corporate philosophy includes the statement, “We do search. With
one of the world’s largest research groups focused exclusively on solving search problems, we
know what we do well, and how we could do it better.” By reading these and other similar
statements in its corporate philosophy, you can ascertain its mission.

5
Corporate Philosophy Benefits

Small businesses benefit greatly from developing a corporate philosophy. A primary

benefit of a corporate philosophy is that it helps to build long-lasting, trusting relationships
between your business and clients. You should implement your corporate philosophy within
every level of your company, which allows customers to trust that they will receive the same
professional treatment throughout the organization. A corporate philosophy also builds
consistency between your employees. When employees are familiar with the company’s
philosophy, it makes the integration of new hires easier and helps current employees embrace
changes within the company that follow the corporate philosophy. Another benefit of a
corporate philosophy is that it can possibly give your company a competitive advantage because
you possess a clear vision of how you want customers and competitors to perceive your
business.

Company History And Milestone

The name Berger or Lewis Berger is today synonymous with colour worldwide. But
actually the origin of the name dates back to over two & a half centuries in England in 1760,
when a young colour chemist named Lewis Berger, started manufacturing in Europe, 'Prussian
blue' using a secret process that every designer and householder coveted. Mr. Berger perfected
this process & art of the blue colour, which was the colour of most military uniform of that
time. Enriched by the imagination of Lewis Berger, the unending quest for creation and
innovation in the world of colour& paints still continues.

The history of Berger Paints India Limited as a company started in 1923 as Hadfield's (India)
Limited which was a small colonial venture producing ready- mixed stiff paints, varnishes and
,distempers setup on a 2 acres of land in one of India's first industrial towns close to Kolkata in
Howrah, Bengal. Subsequently in 1947, British Paints (Holdings) Limited, an international

6
consortium of paint manufacturing companies bought over Hadfield's (India) Limited and thus
the name changed to British Paints (India) Ltd.

The gentleman who took over, as its first managing director was Mr. Alexander Vernon Nib let,
an Englishman who was later on followed by Mr. Alfred Godwin in 1962.Further in the year
1965, the share capital of British Paints (Holdings) Limited was acquired by Celanese
Corporation, USA and the controlling interest of British Paints (India) Ltd was acquired by
CELEURO NV, Holland, a Celanese subsidiary. Subsequently in 1969, the Celanese
Corporation sold its Indian interests to Berger, Jenson & Nicholson, U.K. Then onwards the
company British Paints (India) Ltd became a member of the worldwide BERGER group having
its operations across oceans in numerous geographies and this marked the beginning of Lewis
Berger's legacy in India – which the company would later take forward to enviable heights.

From 1973 the company entered into one of its dynamic phases of business with introduction
of new generation products in the industrial, marine and decorative segments under the able
leadership of it first Indian Managing Director Mr. DongargaokarMadhukar.

Year 1976 was another turning point in the history of the company when the foreign holding in
the company was diluted to below 40% by sale of a portion of the shares to the UB Group
controlled by Mr. VittalMallya. The reins of the company were taken over by Mr. Biji K Kurien
as its Chief Executive & Managing Director in the year 1980. Finally in the year 1983, the
British Paints (India) Limited, changed its name to Berger Paints India Limited.

The entire 80s & 90s saw the lunch of many new products from company's stable such as
premium emulsions and high quality acrylic distempers. The COLOUR BANK tinting
system was launched through which the consumer could select from a range of over 5000
shades.

Again the fortunes of the company changed hands in 1991 with UB Group's stake in the
company bought over by the Delhi based Dhingra brothers, Mr. K.S.Dhingra & Mr. G.S.Dhingra
and their associates of the UK Paints Group. Presently Dhingras' control a majority stake of

7
almost 73% in Berger Paints India Limited, which is a professionally managed organization,
headquartered in Kolkata, with the stewardship resting since 1994 until 2012 with the Managing
Director Mr. Subir Bose. The current managing director of Berger Paints India Ltd is Mr. Abhijit
Roy.

Company Background

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.

From a production capacity of 150 tonnes 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
more than Rs 2400 crs.

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 85 depots, several regional
& area offices, besides four facilities overseas. It has a workforce of over 2500 employees and a
countrywide distribution network of 15000 plus dealers.

Berger Paints has clearly demonstrated its commitment to Indian consumers for over 88 years,
by offering its varied range of high performing quality products backed by highest level of
customer service. Company's high ethical standards in business dealings and its on-going

8
efforts in community welfare make Berger Paints India Limited a responsible corporate citizen.
While the company's decorative and Industrial paints continue to gain an increasing market
share, Berger as an organization has managed to achieve sustainable competitive advantage
through innovations in all spear of business, desire to excel and by creating a winning culture &
abiding faith in its values & philosophy among all its stakeholders.

With Berger Paints we can now see your imagination of colour unfurl in front of your eyes
and watch your home come alive, telling a thousand tales.

Transform our home with the POWER OF IMAGINATION.

2.1 Organizational Structure

Mr. Kuldip Singh Dhingra (Chairman)

Mr. Gurbachan Singh Dhingra (Vice-Chairman)

Mr. Abhijit Roy (Managing Director)

Mr. Subir Bose (member in the Board of the Company.)

Mr. Anil Bhalla

Mr. Gerald Kenneth Adams

Mr. Gurcharan Das

Mr. Kamal Ranjan Das

Mr. PulakChandan Prasad

Mr. SrijitDasgupta

Mrs. RishmaKaur

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 Mr. Kanwardeep Singh Dhingra

Indian Paint Industry is over 1000 years old. Its beginning can be traced back to the
setting up of a factory by Shalimar paints in Calcutta back in 1902. Till the Second World War
the industry consisted of small producers and two foreign companies. After the war, the imports
stopped which led to the setting up of manufacturing facilities by local entrepreneurs. Still the
foreign companies continued to dominate the market, which in a way is the current scenario as
well. The initial decades saw the complete dominance of British Paint companies such as
Goodlass Walls (now Goodlass Nerolac), ICI, British Paints (now Berger Paints), Jenson &
Nicholson and Blundell &Eomite. The Indian Paints sector is valued at Rs 6,800 crores in value
terms and is very fragmented. The current demand is estimated to be around 650,000 tonnes per
annum and is seasonal in nature. The per capita consumption of paints in India stands at 1.0 -kg
p.a. as compared to 1.6 kg in China and 22 kg in the developed economies. India's share in the
world paint market is just 0.6%.

The Indian Paint industry can be divided as:

The organized sector comprising of large and medium size units

The unorganized or the small scale sector.

There are now twelve players in the organized sector with a market share of 70%. This is in
contrast to the 55% share that the sector commanded a few years back. Major companies in
this segment include Asian Paints (44% market share), Berger Paints (17% market share),
ICI (12% market share), GoodlassNerolac (15% market share), Jenson Nicholson (6%

10
 market share), Shalimar Paints and Rajdoot Paints. The organized sector has grown at a
CAGR of 11.5% in the last five years. The unorganized sector comprising of over 2000 units
has a combined market share of around 30%. The major players are Asian Paints,
GoodlassNerolac, Berger, ICI and Shalimar. Recently, world leaders like Akzo Noble, PPG,
Dupont and BASF have set up base in India with product ranges such as auto refinishes
powders and industrial coatings. Kansai Paints of Japan, which entered into collaboration
with GoodlassNerolac in 1984, is now the holding company for GoodlassNerolac with 64.52
% equity holding. PPG has a joint venture with Asian Paints to manufacture industrial
coatings.

Jenson & Nicholson and Snowcem India are no longer active players because of dwindling
sales in recent years. In the 1990s, helped by a growing economy, the paint industry had
recorded a healthy growth of 12-13 % annually. This was mainly due to a drastic reduction
in excise from a staggering 40% to16%. However, the growth was restricted in 2000-03 to
single digits. There was a revival in2003-2004 with a robust growth of 13%.8.The per capita
consumption of paint in India is 700 grams against 19 kg in the U.S., and 2.7 kg and 5.8 kg
in other developing countries like China and Brazil. As the consumption goes with
affordability, the low Indian figure is not a surprise. High excise duties, low technology and
low capital costs for production led to the incidence of a high number of units in the small
scale sector. However, since 1992 the government has been consistently lowering duties
from 40.5% in 1992 to around 16% currently. This has led to lowering of price differential
between the organized and unorganized sector. Moreover the paints sector was also allowed
to claim MODVAT credit on petro-based products, thus lowering the excise incidence
further.

Production department

The Production function undertakes the activities as mentioned below:

 production planning and scheduling

 control and supervision of the production workforce

 managing product quality

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 maintenance of plant and equipment

 control of inventory

 Deciding the best production methods and factory layout.:

 Research and Development, concerning the implications of product design for production
methods and cost

 Marketing, concerning desired product functionality, appearance, quality and so on

Research and Development department

The Research and Development (R&D) function is concerned with developing new products or
processes and improving existing products/processes. R&D activities must be closely
coordinated with the organization’s marketing activities to ensure that the organization is
providing exactly what its customers want in the most efficient, effective and economical way.

Purchasing department

The Purchasing function is concerned with acquiring goods and services for use by the
organization. These will include, for example, raw materials and components for manufacturing
and also production equipment. The responsibilities of this function usually extend to buying
goods and services for the entire organization (not just the Production function), including, and
for example, office equipment, furniture, computer equipment and stationery. In buying goods
and services, purchasing managers must take into account a number of factors – collectively
referred to as ‘the Purchasing Mix’, namely, Quantity, Quality, Price and Delivery. In short, the
‘purchasing mix’ can be considered as making sure that the organization has the right amount, of
the right quality, at the right price, in the right place at the right time.

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Marketing department
Marketing is concerned with identifying and satisfying customers needs at the right price.
Marketing involves researching what customers want and analyzing how the organization can
satisfy these wants. Marketing activities range from the ‘strategic’, concerned with the choice of
product markets (and how to compete in them, for example, on price or product differentiation)
to the operational, arranging sales promotions , producing literature such as product catalogues
and brochures, placing advertisements in the appropriate media and so on. A fundamental
activity in marketing is managing the Marketing Mix consisting of the ‘4Ps’: Product, Price,
Promotion and Place.

Marketing Mix in relation to Berger Paints

Marketing decisions fall into four main controllable categories namely

Product

Place

Price

Promotion

Relating these factors with respect to Berger Paints

Product :-Berger is committed to offer quality products that satisfy consumers‟ ultimate desires
from paints with the help of state-of–art technology. Berger always believes in one step ahead in
offering new product to create more value for customer’s money. Berger outsmarts other
competitors of the market through its one step in advance policy and innovative market offers.
Berger is trying to fill up all holes of the market through offering a wide range of products to
meet the needs (Premium to Economy Paints) of different types of users and to solve the

13
different types of functional requirements (Industrial, Decorative & Marine). Due to shift in
market growth trends Berger is trying to establish itself in the economy segment of the paint
market.

Place :-Another major component of marketing mix is place. During our visit at BERGER I was
able to include inventory, transportation, coverage, channel, logistics and market and market
segments etc. under these marketing mix components.

Differentiated market segment

Berger’s market segments are differentiated. They use different types of

marketing mix for different segments. Their product quality, advertisement,
promotional techniques, price are high for upper class customers. Again for the people
of middle class on the basis of their income occupation, taste, lifestyle different
marketing policies are applied. We can observe this deviation in TV advertisement.

Inventory

BERGER has divided their products in A,B,C category. For inventorying their products
BERGER is following some storing norms. Depending on this storing norm company decides
how long their product will stay in the market in accordance with the existing sales trend of that
particular product. This is how the firm can determine when to order and how much to order.

Transportation

To ensure customer satisfaction BERGER uses modern and fastest going covered van as
transportation carrier while moving goods from depots to dealers. But when they move goods
from factory to depots they use public transportation carriers such as truck and railway as rental
basis.

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Distribution network

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 85 depots, several regional & area offices, besides four facilities overseas. It has a
workforce of over 2500 employees and a countrywide distribution network of 15000 plus
dealers. The orders are collected by the sales executives and passed on to the nearest depot. The
depots are fed by regional warehouses. These depots maintain a minimum order quantity which
is arrived at from the monthly demand forecast. The material is dispatched from the depot in the
name of the dealer. Generally some orders of the same region are clubbed together and
dispatched in trucks. Finally the truck is unloaded and the small orders of the dealers are
dispatched to them.

Price :-In the paints industry price is the used only as a differentiator between the various
segments in the same product line. The prices of different brands in the same segment
remain more or less similar, with just a difference of 30 to 40 paise per square feet. Some of
the specialty products, which are not produced by all brands, may be priced at a higher price.
Pricing decisions in the paint industry largely depend on the price of the inputs like petro
products, other raw materials, excise duties and taxes and the general operating profits.
Generally increase or decrease of prices is affected across all brands in the market. Most of
the paint companies offer a 5% margin to the dealer.

Due to internal competition, the dealers pass on this advantage to the customers by reducing
their own margins to 2-3%. This is a cause of concern for the paint companies because they
have to keep a constant check on the prices offered in the market. The dealers offer more of
discounts and the companies are not able to firm up the prices. Paint companies offer a lot of
discounts like cash discounts, volume discounts, seasonal discounts and allowances. The
dealers take advantage of these discounts to gather more business.

Promotion:-The paint industry until 1999 was concentrated mostly on increasing sales by
intensive trade promotion wherein the dealers, contractors and other components of the supply
chain. There was little emphasis on theme advertising directed towards the customer. A recent
trend that is emerging in the Indian paint market is that the major brands have all identified the
importance of reaching out to the common man instead of just limiting themselves to the

15
intermediaries. Advertising strategy: BERGER follows different strategy for developing its
strategy. It depends on some characteristics that is product life time, brand etc. Media: Berger
used different media for advertising like- on-air advertisement, television, newspaper,
magazines. The dealers are educated with the company background; products and service etc.
The time to time selling incentive is given by company according to performance of dealer and
market demand. In-Store Displays: Point-of-Purchase, Berger paints Banners, Demonstrations of
colour on wall, etc are provided by the company. Temporary Price Reduction (TPR): They get
margins plus some incentives promotion scheme to maintain the dealer. Contests: Dealer to
dealer contest is kept to promote push strategy and best dealer gets the reward. Berger paints
likes to do the same within same geographic areas. Sampling: Allowing the dealer to experience
the product or service by providing free samples so as he can promote word of mouth. Berger’s
sales promotion consists of short-term incentives to encourage the purchase of sale of a product
or services. Berger Paint’s advertising has created brand awareness, highlighted what the brand
has to offer and has consistently brought all of it top-of-the-mind for the customer. But the
outreach effort does not end there. Berger Paints has recognized the importance of
communicating to and involving key players who influence the final brand choice. These include
channel partners, contractors and painters, on whom Berger Paints focuses by initiating and
developing innovative activities and promotions. This helps build the Berger Paints family so
that customers get a high degree of personalized service and professional guidance to facilitate
their final decision.

Sales Promotion:

Sales Promotion is an important component of marketing communications mix. It add an extra

value to the product and hence prompts the dealer or consumer to buy the product. In a specific
sense, sales promotion includes those sales activities that supplement both personal selling and
advertising, and coordinate them and make them effective, such as displays, shows,
demonstrations and other non recurrent selling efforts not in the ordinary routine.

16
Sales promotion can be used:

For facilitating introduction of new products

For overcoming unique competitive situation

For unloading accumulated inventory

For overcoming seasonal slumps

For getting new accounts

For retrieving lost accounts

As a support and supplement to the advertising effort

As a support and supplement to the salesmen‟s effort

For persuading salesmen to sell the full line of product

For persuading the dealer to buy more or increase the size of order

Commonly Used Tools and Techniques of Sales Promotion:

Demonstrations

Trade Fairs and Exhibition

Coupons, Premiums, Free offers, Price-offs, etc

Free samples

Joint promotion

Contests (consumer contests, dealer contests)

Merchandising or Display

Sales promotion on the internet

17
 The company has been concentrating more on sales promotion than on advertising. On
analyzing the customer survey data it becomes evident that since the customer is returning to
the store after an average of about three years it is better to concentrate more on the dealers
who are in the business throughout the year. Keeping this in mind the company’s decision of
doing more sales promotion than advertising stands justified. Sales promotion can broadly be
divided into two categories:

1) Customer promotion – this section includes all the sales promotion activities directed towards
the customers. Scratch cards that are provided with specific size of packages are examples. The
company comes out with many different sales promotion schemes during the festival season,
especially the DurgaPooja festival in Orissa and West Bengal. There are a number of gifts and
schemes on the larger packs. Coupons and free gifts are offered on packs of more than 10 kgs.
The company also offers a large number of services to the customers to assist them in their
buying decisions. These services are offered on the company’s website to make it accessible to a
very wide range of customers.

2) Trade promotion – As part of the company’s policy, huge emphasis is given on trade
Promotion. The dealers and contractors who are a part of the distribution chain are given special
attention. The company comes up with several incentive schemes for the dealers. The most
popular schemes include cash discounts, foreign trips and gifts such as refrigerators etc for
dealers who succeed in meeting or exceeding pre-determined sales targets. The company also
organizes regional dealer meets regularly. Here the dealers are briefed about the company’s new
products and the technical details and application procedures of these products. The company
also aims at building and retaining dealer loyalty through these meeting. Human Resources

department

The Human Resources function is concerned with the following:

 Recruitment and selection. Ensuring that the right people are recruited to the right jobs.

 Training and development. Enabling employees to carry out their responsibilities effectively
and make use of their potential.

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 Employee relations. Including negotiations over pay and conditions.

 Grievance procedures and disciplinary matters. Dealing with complaints from employees or
from the employer.

 Health and Safety matters Making sure employees work in a healthy and safe environment.

 Redundancy procedures Administering a proper system that is seen to be fair to all concerned
when deciding on redundancies and agreeing redundancy payments.

Finance department

The Accounting and Finance function is concerned with the following:

 Financial record keeping of transactions involving monetary inflows or outflows.

 Preparing financial statements (the income statement, balance sheet and cash flow statement)
for reporting to external parties such as shareholders. The financial statements are also the
starting point for calculating any tax due on business profits.

 Payroll administration Paying wages and salaries and maintaining appropriate income tax and
national insurance records.

 Preparing management accounting information and analysis to help managers to plan, control
and make decisions.

Quality Assurance Department

Quality management ensures that an organization, product or service is consistent. It has four
main components: quality planning, quality assurance, quality control and quality
improvement. Quality management is focused not only on product and service quality, but also
on the means to achieve it. Quality management, therefore, uses quality assurance and control of
processes as well as products to achieve more consistent quality. Quality control specialists most

19
commonly work for manufacturing facilities, although quality control specialists can be found in
nearly every industry.

Quality control specialists ensure that the department or process they work with meets minimum
quality standards. Processes vary, depending on the specific process involved. The most basic
function of quality control involves testing. Quality control specialists test the manufacturing
process at the beginning, middle and end to ensure that the production quality remains the same
throughout. If the specialist discovers an issue at any point in the process, she works with the
production team to remedy the issue. Quality control specialists perform quality control tests for
services provided as well, evaluating the quality of a specific service at specified intervals
throughout the time of service.

Testing provides quality results as of the date of testing. Monitoring consists of ongoing testing
that the quality control specialist performs on a regular basis. The specialist repeats the testing
and records the results of each test. After the specialist has performed several tests, he reviews
the results and looks for any trends in quality. If the quality declines, he increases the amount of
testing performed in that area. If the quality maintains or improves, he decreases the amount of
testing performed in that area. The quality control specialist continues to monitor the trending of
the results.

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2.2 MISSION & VISION

Mission of Berger paints India Ltd

“To maximize shareholder value by developing and delivering innovative and best solutions for
our customers, consistently outperforming our peers and providing a Dynamic and Challenging
work environment for our employees”

Vision of Berger Paints India Ltd

“To be the most admired Indian Paint and coating Solutions Company with globally recognized
competencies.

2.3 Products & Services

Paints

Coatings

Wallpaper

Construction chemicals

Allied products

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Company Highlight’s

Founder Lewis Berger

Industry Paints

Company Type Public company

Headquarters Kolkata India

Number of employees 3500+ (2018)

Company Website www.bergerpaints.com

Operations

Apart from operations in Russia and a production facility at the Berger manufacturing unit at
Krasnodar, Berger paints India also as an operational unit in Nepal. They have also acquired
Bollix SA of Poland, a provider of External Insulation Finishing System (EIFS) in Eastern
Europe.

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2.4 SWOT Analysis of Berger Paints

STRENGTHS  Wide range of product and service offering

 Substantially huge customer base
 High on quality and preferred by customers
 Comparatively less price with respect to its competitors/

WEAKNESS  Dependence on paint segment only.

 Less interactive with customers and contractors.
 Less coverage

OPPORTUNITIES  Many new products has been launched

 New segment of customers targeted
 Growing brand conscious population in India

THREATS  Fluctuation in raw material prices

 Intense competition from pioneer brands

23
CHAPTER 3

24
3. POSITIONING OF THE INTERN & ROLE

Positioning of the Intern

As an intern in Berger Paints India Ltd I got the opportunity to work along with the sales
department of an MNC I was asked to perform various marketing activities. Marketing
executives develop and oversee marketing campaigns to promote products and services. The role
of a marketing intern can encompass creative, analytical, digital, commercial and administrative
responsibilities. The details of the role will vary depending on the type and size of employer, as
well as the industry. Executives are likely to work closely with areas such as advertising, market
research, production; sales and distribution. To oversee many aspects of a product throughout the
entire lifespan of a product, service or idea.

Communication Roles

Often, the marketing department is considered to be the face of a company due to the large
amount of face-to-face interaction it has with the public. Interns often gain experience with the
public side of marketing by representing the company at job fairs, trade shows and other events,
as well as communicating with vendors and business partners. To prepare for these tasks, must
get to know the ins and outs of the organization to effectively promote its goods and services and
answer questions from potential customers. This knowledge is gained from on-the-job
experience and from conducting own research from available resources such as the company’s
website, brochures and other employees.

Conducting Research

As a marketing intern learned how to collect, research and analyze data. Because an intern is
probably unfamiliar with this process, will do the job under the direct supervision of an
experienced marketing representative. Common tasks include gathering information regarding
competitors’ products and services, conducting interviews with consumers and focus groups, or
compiling data through the use of surveys or questionnaires. This information is then reviewed

25
with the marketing team to determine what changes or improvements should be made to boost
sales or reduce costs.

Administrative Tasks

It’s not uncommon for a marketing intern to provide administrative support to the marketing
team. This is accomplished through tasks such as data entry, preparing marketing materials,
maintaining the company’s website or building project databases. Interns might also be tasked
with drafting internal and external correspondence for items such as announcements and
promotions. This exposes the inexperienced candidate to basic principles of marketing and gives
them a better understanding of how data are collected.

Selling to the Customer

Selling is probably the most important duty for a person engaged in a sales job. Through the use
of strong oral skills, familiarity with the products or services, numerical ability, and persuasive
skills, salespeople sell the company's merchandise. Good selling skills are all about convincing
customers to buy what they need from store rather than going to the competition. And also
tasked with gathering information about customer preferences and building databases.

Customer Service

The present generation of customers is well informed and people have definite ideas of what they
need and want. Convincing people to buy products and services is becoming more difficult, as is
keeping them loyal. The most effective strategy to keep customers happy is to provide
exceptional customer service. This is one of the primary duties that I had and includes
maintaining regular customer contact after the sale. Customer service is a way of showing
customers they're valued.

Supporting the Sales Team

One of the core responsibilities is to support the sales team. Marketing duties in this area include
lead generation, brand recognition strategies, nurturing leads, gathering customer testimonials,
writing case studies, and ensuring product or service differentiation from competitors. Another
aspect of role to support of the sales team is advertising. Marketing involves planning advertising

26
strategies to promote products or services through newspapers, television, online search engines,
billboards, emails and product promotion launches.

Achieving Company Goals

One of the distinguishing functions of a business; it's an organizational function that creates,
communicates and delivers value to customers. To achieve specific marketing goals, marketing
personnel focus on strategic planning, design, management, team leadership, supervision,
organization and excellent communication skills. The duties include evaluating customer
research and market scenarios, researching competitor data, preparing marketing plans,
supervising and analyzing marketing behavior for effective promotion campaigns, and
developing marketing budget plans.

27
CHAPTER 4

28
4. DETAILS ABOUT INTERNSHIP

4.1 Weekly Report Activity

Berger paints India Ltd.

Date from: 25/06/2019 Date to: 29/07/2019

DATE TIME TASK TASK OBSERVATION

ASSIGNED COMPLETED

25/06/2019 9:00 ORIENTATION YES AN IDEA OF THE

CLASS WORKING
ATMOSPHERE OF
THE COMPANY

26/06/2019 9:00 SHOP VISIT YES AN IDEA ABOUT

SALE
SHOP VISIT
27/06/2019 9:00 AND MEETING YES LEARNED HOW
WITH TO DEAL WITH
CONTRACTOR CONTRACTORS

28/07/2019 9:00 SHOP VISIT YES SALES MAN

AND PLAYS AN
ORDER IMPORTANT
PLACING ROLE IN GETTING
ORDERS

29/07/2019 9:00 SHOP VISIT YES EACH VISIT HAVE

DIFFERENT

29
 INTENTION

Date from: 01/07/2019Date to: 06/07/2019

DATE TIME TASK TASK OBSERVATION

ASSIGNED COMPLETED

01/07/2019 9:00 SHOP VISIT YES AN ENQUIRY

SHOULD BE
DONE ABOUT
THE STOCK
DETAILS

02/07/2019 9:00 SITE VISIT YES DEFAULT

PAYMENT
SHOULD BE
COLLECTED
AFTER THE
WORK
WITHOUT
DELAY

03/07/2019 9:00 SITE VISIT YES ANALYSED

THE PENDING
WORK

TO
DISTRIBUTE
YES BARGAINING
THE SAMPLE
04/07/2019 9:00 TO A POWER OF A
BULIDING
SALES MAN
CONTRACTOR

30
 MAKES
POSSIBLE THE
FUTURE
DEALINGS

05/07/2019 9:00 SITE VISIT YES ANALYSED

HOW TO
CONVINCE A
CONTRACTOR

06/07/2019 9:00 SHOP VISIT YES ANALYSED

AND SITE HOW TO
VISIT DEAL WITH
PROSPECTIVE
CUSTOMER

Date from: 08/07/2019Date to: 13/07/2019

DATE TIME TASK TASK OBSERVATION

ASSIGNED COMPLETED

08/07/2019 9:00 TRAINING YES DETAILS

CLASS ABOUT THE
PAINTS
SHOULD BE
KNOWN BY
SALES MAN
9:00 SHOP VISIT
09/07/2019 AND SITE YES AN ENQUIRY

31
 VISIT SHOULD BE
DONE ABOUT
THE STOCK
DETAILS

10/07/2019 9: 00 OFFICE VISIT YES ANALYSED

THE
SAMPLING
WORK

11/07/2019 9:00 MEETING YES LEARNED

HOW TO
CONVINCE A
CUSTOMER

TO PREPARE A GOT A CLEAR

12/07/2019 9:00 COMPANY YES CUT IDEA
PROFILE ABOUT THE
COMPANY

13/07/2019 9:00 SUBMISSION

OF COMPANY YES
PROFILE

32
Date from: 15/07/2019Date to: 20/07/2019

DATE TIME TASK TASK OBSERVATION

ASSIGNED COMPLETED

15/07/2019 9:00 SITE VISIT YES COMPARISON

BETWEEN
ANOTHER
COMPANY
ARE MADE TO
FIND OUT THE
QUALITY

FUNCTIONING
16/07/2019 9:00 DEPO VISIT YES AND
OPERATIONS
IN THE DEPO
ARE
ANALYSED
MEETING
WITH SERVICE MADE
17/07/2019 9:00 DEPARTMENT YES FAMILIER
OFFICER WITH
MACHINES OF
THE
COMPANY
WOKING OF
18/07/2019 9:00 DEPO VISIT YES THE DEPO

33
 AND PURPOSE
OF RDC

19/07/2019 9:00 SHOP VISIT YES EQUIRY

ABOUT STOCK
DETAILS

20/07/2019 9:00 LEAVE LEAVE

Date from: 22/07/2019Date to: 27/07/2019

DATE TIME TASK ASSIGNED TASK OBSERVATION

COMPLETED

22/07/2019 9:00 MEETING WITH YES MADE

A CONTRACTOR DEALINGS
FOR PENDING
WORK

23/07/2019 9:00 SITE VISIT BUSINESS

YES TALKS

24/07/2019 9:00 MEETING WITH YES COLLECTED

OFFICER INFORMATION
ABOUT THE
HR
DEPARTMENT

34
 25/07/2019 9:00 MEETING WITH YES ASSISTANCE
CONTRACTOR ARE GIVEN
FOR THE
SELECTION OF
PARTICULAR
GRADE OF
PRODUCT

26/07/2019 9:00 MEETING WITH ANALYSED

AEO AT YES THE
MUVATUPPUZHA DOCUMENTS
FILED THERE

27/07/2019 9:00 TO KNOW DIFFERENT

ABOUT YES REAININGS
TRAINING GIVEN ARE GIVEN
BY THE FOR
COMPANY EMPLOYEES

35
 Date from: 29/07/2019Date to: 03/08/2019

DATE TIME
TASK TASK OBSERVATION
ASSIGNED COMPLETED

29/08/2019 9:00 SITE VISIT YES DETAILS ABOUT

THE CONTRACTS
ARE ANALYSED

30/08/2019 9:00 MEETING WITH YES DEALINGS FOR

CONTRACTOR THE NEW WORK

INSPECTION ON
31/08/2019 9:00 SITE VISIT YES WORK

1/08/2019 9:00 SITE VISIT YES STOCK DETAILS

ARE MONITERED
AT DIFFERENT
PERIOD

02/08/2018 9:00 SHOP VISIT YES ENQUIRY ABOUT

THE STOCK DONE
BY SALES MAN
FOR DEALINGS

03/08/2019 9: 30 LEAVE

36
Date from: 05/08/2019 Date to: 08/08/2018

DATE TIME TASK TASK OBSERVATION

ASSIGNED COMPLETED

05/08/2019 9:00 SITE VISIT DIFFERENT

AND YES PRODUCTS ARE
CONTRACTOR MADE FAMILER
MEETING TO
CONTRACTOR
ENQUIRY
06/08/2019 9:00 SITE VISIT YES ABOUT THE
REQUIREMENTS
ARE MADE

PROJECT
07/08/2019 9:00 PREPARATION
FOR YES
COMPANY
DEALINGS
08/08/2019 9:00 SHOP VISIT YES SHOULD BE
DONE
BETWEEN THE
CONTRACTORS

37
4.2 Contribution of the intern to organization

As an intern in the sales department I was able to gain experience in all aspects of the sales. On
the process of exploring I was able to perform various tasks in the department. As to different
times the requirements of the department with respect to the human recourse were different. I got
plenty of opportunities to interact with the other sales executives. All of them shared so much
information to me with their prior experience and this motivated so much.

Stock analysis was one task which was given to me. Under this process I had to visit shops with
my guide and analyse the inventory level in the shops. I could study the variety of products in the
industry. This helped me to introduce the products to the contractors to make deals.

I had to meet clients and contractors of the industry with the sales executive. The clients were
mostly heads of various institutions. We had to engage in official discussions with them and
introduce the products. I also had to give them information about the details of the product. This
was mainly to induce them to make deals with the company. Thereby I could earn prospective
customers for the company. Their information was later shared with the other officers in the
company.

4.3 Knowledge gained from Internship

The ideas and concepts of sales manager was made much clear to me throughout the process as
to how I would implement my class room knowledge in a real life situation. Theories I’ve
learned throughout my life as commerce students were now implemented at each stage of the
organization which helped me to understand the relevance of what I study and how it will help
me in the organizational set up. The internship process enables, to evaluate the skill I have the
skills I am yet to possess and the skill that an sales manager should have to fulfil the tasks as a
manager which in turn would help to sharpen the career path.

Internship was a realization for as to how I would put my skills into practice and to evaluate as
to how effective I am in doing so. The process of writing a daily report further helped me

38
analyze as to how I started it off and where I stand today. That is it gives me a realization as how
I have changed over the internship period. Adding new skills to the knowledge and at the same
time gaining confidence in my abilities. Expanding knowledge while making lifelong connection
is yet another way to put into words as to how internship gains for an intern. One thing that
strikes me the most is how to communicate in a professional setting. As to how to ensure that I
use the right language, I keep calm and how I use all my gestures and movements to be a
professional. Another knowledge I’ve learned through is this process is that I should be proactive
and shouldn’t settle back.

Putting my full into a task given to me even when it seems to be so unimportant is yet another
lesson that I’ve learned out throughout the process One of the most important thing to take away
from an internship is the new found knowledge, which includes knowing how to fulfil tasks
relevant to the desired career path. Not only had that, but also to spent time sharpening the skills
you already possessed. If a superb job is done and a favourable impression was made there can
be no trouble coming up with references for future jobs to apply for. Working in an office
environment or any kind of professional setting can be difficult to get used to and the best way to
learn how to navigate the working world is through real life, hands-on experience. After the
internship a better idea of the appropriate way to behave as a professional is gained.

It’s not mere physical existence that would fetch me a good remark but my effort to bring myself
out to people and interact to make new connections. Taking criticism for corrections and not
personally is yet another mantra that I’ve learned through this process though this seems a hard
the organization will help me grow with relevant criticism for making me perfect. It is indeed
important to be able to work independently internship provided me with sufficient space wherein
I was able to do my job in my own way without deviating from the guidelines as per my
superior. I truly believe that this is indeed a basic requirement in the corporate world. Putting my
full into a task given to me even when it seems to be so unimportant is yet another lesson that
I’ve learned out throughout the process .An internship is an opportunity to test out a career field
of interest. By the end of it, a clearer idea of whether or not I really do want to enter that field or
pursue that occupation can be analyzed.

39
CHAPTER 5

40
5. CONCLUSION

Overall I had a great and challenging 45 days of working at Berger paints by assisting a sales
executive. The internship in Berger paints has enabled me to understand the various needs of an
organization, how an organization functions its various departments and how important it is it to
have the right relationship between in the employer and the employee. This internship truly is an
eye opener to analyze the skills yet to be acquired and to take professionalism seriously. Every
person I have met here has been very friendly and helpful to me, and I have had fun working
with them. Going into this experience was something completely new for me, but with their help
I have learned so much about marketing. I have learned of multiple strategies that the company
uses to promote a business or to make a good or service more appealing. During my time, I have
realized that a big part of marketing is creating quick and easy ways to access the good/service.
The things that I have learned here will help me in college and in the future. I am very grateful
for this experience and all the ways that it has or will benefit me.

41
RECOMMENDATIONS

Berger paints is a preferred brand in India but on the basis of the survey there are some
fields that are yet to be more emphasized which can improve the sales volume in the
future as stated below:
o Berger should also concentrate on rural markets
o Now a day Berger paints decorative segments products are giving less coverage as
compared to earlier times. so steps should be taken to make the quality of the
paint better and thicker to satisfy the existing customers.

42
References

1. http://en.wikipedia.org/

2. http://www.scribd.com/

3. http://www.slideshare.net/

4. http://www.bergerpaints.com/

43