Distribution and Channel Management

Session 5
Channel Strategy and Positioning
Team 7
Disha Mishra - PGFC1909
Isha Malhotra - PGFC1910
Nishi Rana - PGFC1919
Poorvi Mishra - PGFC1922
Company: Berger Paints India Ltd. Rashmeet Arora - PGFC1926
Website: https://www.bergerpaints.com Saksham Prabhakar - PGFC1929
COMPANY Berger Paints Asian Paints Kansai Nerolac

Inventory Inventory is restocked in 3
Replenishment hours if the dealers have a
local depot and in 24 to 48
hours if it is out stationed
provided the dealer places the
order between 9 A.M. to 4 P.M.
2.8 lakh times per day the inventory Stock is ordered by ordering to
is replenished across to all the call centre or TSOs and is
dealers(70,000 dealers). On an delivered in 24 to 48 hours
average, 4 times a day a dealer can
get stock from depots by telling the
demand of the next 3 hours. This is
done to reduce inventory holding
costs as well a huge network of
depots across the nation

Support to Cleared all pending rewards of
Channel dealers as well as registered
Members in painters and converted all
materialistic gifts of the dealers
times of distress into cash; the payment
deadlines were increased and
they were not charged anything
extra on the extension of the
deadline
Asian paints deposited Rs. 50,000
each into the account of its
registered contractors and painters
had their Corona insurance done;
payment deadlines were increased
and have added additional 5%
discount on the repayment within a
time frame
Extended the payment deadline
by 15 days and maintained the
discount offered of 5% without
any condition and distributed
sanitizers and masks to its
channel members
COMPANY Berger Paints
Orientation of Gives briefing about newly
new dealers launched products only.
For Placing Orders are placed by
Order contacting TSOs.
For Order Berger paints only notifies
Tracking the dealer when the
consignment leaves the
warehouse.
Communication Berger paints has
communication gap between
dealers and the company and
have an unorganized structure
for communication
Asian Paints
Asian Paints provide complete
orientation to new
dealers/distributors during their
onboarding.
Specific portals are designed for
placing orders online as well as by
contacting TSOs
Asian Paint truck has a GPS
tracker fitted in, allowing the
dealer to track the consignment
from their phones
Dealers of Asian Paint face issuses
in two way communication
because any issue has to be
confirmed by the TSO before
being addressed at the
management level.
Kansai Nerolac
No such orientation is provided.
Brief information about product
only.
Orders are placed by contacting
TSOs or by calling at the call
centre
Kansai Nerolac has no such
technology which allows
tracking of the order
Kansai Nerolac conduct regular
meetings with the dealers
COMPANY Berger Paints Asian Paints Kansai Nerolac

Margins to 7-8% Around 3% 7-8%

Dealers (Mostly depends on the size of
dealer counter)

Training No such regular training program Regular training at the time of Regular training is provided by
for the dealers of the company but new contracts as well as the company according to the
they have special programs for provided on request of dealers. change in environmental factor
painter.

Incentives No such incentive for dealers for Incentives are provided to TSOs Incentive related to
doing promotional activity but of company for promotional promotional activity is
they get 20% commission on over activity provided to the dealers
achieving the target
References
Mr. Sameer Srivastava (Territory Sales Officer, Asian Paints) 8188848885
Mr. Upendra Singh (Territory Sales Officer, Berger Paints) 9670116111
Mr. Abhinit Prakash (Dealer, Nerolac Paints) 8005813482
Mr. Gaurav Agarwal (Dealer, Asian Paints) 9457058188
Mr. Sunil Pariccha (Dealer, Berger Paints) 9415412020
Gayatri Traders (Dealer, Nerolac) 76722 23764
Ram Maruti Lal Zamindar (Dealer, Nerolac) 9927019214