CERTIFICATE

This is to certify that summer project report titled To study the percentage and reasons of
lost leads of Express Painting of Berger paint Ltd. In Gurugram city is an original work
carried out by Ms. Anjani Tripathi, a student of MBA 3rd Semester of QUANTUM
SCHOOL OF BUSINESS, ROORKEE (2015-2017)

This report has been submitted in the partial fulfillment of award of MASTER OF
BUSINESS ADMINISTRATION.

(Signature)
(Signature)
INTERNAL GUIDE H.O.D

1
 CONTENTS

Certificate 2

Acknowledgement 3

Executive Summary 4

Objectives 5

Chapter 1: Company Profile 6- 32

Chapter 2: About the Topic 33-38

Chapter 3: Research Methodology 39-43

a. Primary Data : Sampling Design

a) Sample area
b) Sample Size
c) Sample Unit
d) Sampling Technique
e) Sampling instrument
b. Secondary Data

Chapter 4: Observations& Findings 44-54

Chapter 5: Recommendations 55-57

Chapter 6: Limitations and Scope of Study 58-60

References 61-62

Annexure 63-64

2
 ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get support
from a large number of people to whom I shall always remain grateful.

I would like to record my gratitude to Berger Paint Ltd. Company for allowing me to
undertake this project.

I take this opportunity to thank Mr. Vipul Agrawal (Depot Manger of Gurugram) for
providing us an opportunity to work for Berger Paint Ltd. Company.

I am also desirous of placing on record profound indebtedness to Mr. Puspender Singh

(Professor) of Quantum School of Business for the valuable advice, guidance precious time
and support that he offered.

I would be failing in my duty if do not acknowledge the gratitude to Director of Quantum

School of Business, who motivated us a lot in carrying out this project.

Last but not least, I would also like to thank all the respondent for giving us their precious
time and relevant information and experience, as and when required without which this
project would not have been possible.

Anjani Tripathi

Date:

3
 Executive Summary

The purpose of this project titled To study percentage &reasons of lost leads of Express
Painting by Berger paint Ltd. in Gurugram city of BERGER PAINTS INDIA LIMITED The
first part of the study includes receiving the calls of prospect customers i.e. residential of
Gurugram city and taking some of their personal details like Address, Phone No and also
necessary information like carpet area i.e. measurement of that area where they want to paint.

These data which has been collected through the telephonic interview has helped in deriving
many conclusions regarding the taste &preferences of customer in paints, source of
information i.e. about Express Painting etc.

This survey is also done to know the awareness of Express Painting in customer & also to
market Express Painting service by winning the deal too by providing different schemes i.e.
cost saving schemes for customers like XP Platinum scheme & XP Gold scheme. And
majorly replacing LBHP i.e. Lewis Berger Home Painting which earlier form of Express
Painting.

Berger mostly earns its revenue through Enamels in decorative sector. Berger has vast
distribution network. Promotion and sales of Berger paints mostly increase during festive
seasons. On the basis of survey the major section of the revenue of Berger paints comes from
Interior paints. Along with dealing paints with dealers Berger Paints Ltd. put its steps in
service segment by Express Painting in market & also increased competition in market with
other players.

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 OBJECTIVES

To know the percentage or frequency of lost leads in Express Painting by Berger Paint
company in Gurugram.

To know the reasons behind lost leads of Express painting.

To know the satisfaction level of customers for prefer Berger Paint.

To know awareness among customer about Express Painting.

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CHAPTER - 1

6
 About Berger Paints Ltd.

The Indian paint industry is over 100 years old. Its beginning can be traced back to the setting
up of a factory by Shalimar Paints in Calcutta (now Kolkata) in 1902. Until World War II, 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. Initially British paint companies
such as Goodlass Walls (now GoodlassNerolac), ICI, British Paints (now Berger Paints),
Jenson & Nicholson and Blundell & Eomite dominated the market.

There are now twelve players in the organized sector of India's paint and coatings market and
over 2,000 in the unorganized sector. In 2003-04, the organized sector held 70% share of the
approximately $1.5 billion (Rs 6,800 crore) industry, while the balance was made up of the
unorganized units.

The major players are Asian Paints, GoodlassNerolac, Berger, ICI and Shalimar. Recently,
world leaders like Akzo Nobel, PPG, DuPont and BASF have set up base in India with
product ranges such as auto refinishes, powder coatings 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.

The Indian paint industry has two main market segments-industrial and decorative paints.
While industrial paints are used for protection against corrosion and rust on steel structures,
vehicles, white goods and appliances, decorative paints are used in protecting valuable assets
like buildings.

The Indian decorative business has a share of approximately 77% in total sales. In foreign
countries 50-70% of the business is from the industrial segment.

7
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 challenging year for industry as a whole
due to subdued demand across key sector and rising inflation.

Presently, the growth of the Indian paint industry is being witnessed from new demand
pockets, especially in Tier-II and Tier-III cities, thus, signaling the growing acceptance of
quality products among the masses. The growing popularity of quality paints and increasing
income levels of people residing in Tier-II and Tier-III cities have pushed the growth in
premium paint market of Indian decorative paint industry.

The report further classifies decorative paint market by product class which includes
premium paints, mid-tier paints and economy paints. It provides market forecast till 2014-15
of each of this segment.

As with other fields, some challenges also exists in this promising sector that can affect the
growth trajectory of the paint industry, if not handled accordingly. For instance, the industry
is highly raw material-intensive and any fluctuation in the availability of raw material leads to
substantial price fluctuation in paint production costs. Thus comprehensive analysis of raw
material paint market is also included in the report mainly focusing on its major segments
such as pigments, solvents, binders and additives. Our team provides the overall raw material
paint market as well as its segments market forecast till 2014-15.

Further, our report provides extensive information on the emerging market trends and drivers
along with regulatory initiatives, which are collectively uplifting the industry outlook of
India. It also provides insights on paint export and import market, along with a brief overview
of the prominent industry players to provide a balanced research outlook of the industry. The
research also foresees immense opportunities for various domestic and international players
in this segment. Overall, our report presents a comprehensive and complete analysis of the
Indian paint industry, which will prove decisive for intending clients.

8
 Indian paint Industry

INDIAN PAINT
INDUSTRY

DECORATIVE INDUSTRIAL
SEGMENT (70%) SEGMENT (30%)

PREMIUM CONSUMER
MEDIUM RANGE DISTEMPER AUTOMOTIVE
RANGE (HIGH DURABLES
(ENAMEL RANGE (LOW SECTOR (2/3rd
END ACRELYC MARINE PAINTS
PAINTS) END PAINTS) SHARE)
EMULSION OTHERS OEMs

METROS AND SUB URBAN AND

SMALL CITIES
LARGE CITIES RURAL AREA

9
 Drivers to the growth of the Paint Industry

Increasing level of income and education: - The proportion of young population along
with increasing disposable income is leading to a change in consumer habits. The
Indian economy is shifting from a saving economy to a spending economy. With more
income at their disposal, people are now ready to pay for better products and paints is
no exception.

Increasing Urbanization: - Urbanization is leading to a shift from temporary house to

permanent houses. Urban houses are well- designed in its interior as well as exterior
aspect. This calls for more houses being painted using medium and premium paints.
For urban house interior design is becoming a fashion statement and a lot of paint is
used to decorate the interiors. Urbanization also brings more nuclear families. More
nuclear families mean more number of house even for the existing population the
further driving the demand.

Increasing share of organized sector: - Decrease in taxes on key raw materials will
improves the position of the organized players. The organized sector is expanding its
distribution network and adopting the installation timing machine at retail outlet. The
unorganized player are not in position to offer such facility as its comparatively
capital intensive. Shift in use from distemper segment toward premier segment is also
shifting market share from the unorganized sector to the organized sector.

Increasing Penetration in the Rural Market: - Paints usage in rural area is generally in
the distemper segment, hence dominated by the unorganized player. Demand in rural
areas is dependent on agricultural, which is dependent on the monsoon. With the
development of irrigation facility, the dependence of agriculture output on monsoon
will be on decreasing trend Also, with modernization of agriculture and
accompanying development of rural India consumer preference are expected to
improve. These factor supported by increasing penetration of the paint companies will
help drive the demand for paints.

10
 Main concerns of the paint industry

Cost of Raw material: - The cost of raw material is an important factor as the industry
is raw material intensive. Fluctuation in the prices of Titanium dioxide and Petroleum
directly affect the production cost. This is more of a concern for the industrial
segment as compared to the Decorative Segment, as it is comparatively easier to pass
on the costs in case of decorative paints. Also, a large portion of raw material is
imported, leaving the costs factor vulnerable to exchange rate fluctuation.

MNCs Entering the Indian paint industry: - The entry of established foreign player in
the Indian market may increase the competition among the player of the industry. This
may lead to price competition which may impact the profit margin of the companies.
As a result, the increase in volume growth may not equally reflect in the profit growth
for the companies.

Top Paints Brand In India

Kansai Nerolac Paints Ltd(formerly known as GoodlassNerolac Paints Ltd) is the

largest industrial paint and third largest decorative paint company of India based
in Mumbai. It is a subsidiary of Kansai Paint of Japan.
It is engaged in the industrial, automotive and powder coating business. It develops
and supplies paint systems used on the finishing lines of electrical components, cycle
material handling equipment, bus bodies, containers and furniture industries.

Kansai Nerolac Paints has 5 paint manufacturing plants and about 67 contract
manufacturers. The Nerolac owned plants are at:

1. Jainpur (Uttar Pradesh)

2. Bawal (Haryana)

3. Lote,Chiplun (Maharashtra)

4. Hosur (Tamil Nadu)

Kansai Nerolac Paints Ltd. has entered into many technical collaborations
with other industry leaders such as E.I. Du-products.

11
 The Mumbai-based company is the leader in the industrial paints segment with
a market share of over 40%.It is the third-largest player in the decorative
paints segment with a modest market share of 13%. Nearly 75% of the Indian
paints industry consists of the decorative segment

Kansai Nerolac Paints key products and brands includes the following:

1. Decorative Paints: Interior wall paints, Exterior wall paints, Wood

surface paints and Metals surface paints.
2. Automotive Coatings :Pre-Treatment Chemicals, Electrodepostition.
Intermediate Coats/Primer Surfacers, Topcoats, Clear Coats, Touch Up
Paints, Auto Refinishing Products, Heat Resistant Paints, Underbody
Paints & PVC Sealants &Rapgard Transit Protection Films.

Berger Paints India : - Berger Paints is the second largest Paint company in India
and a market leader in Industrial Paint for the past 45 years with a consistent track
record of being one of the fastest growing paint companies, quarter on quarter, for the
past few years. Headquartered at Kolkata has 10 manufacturing units and over 110
stock points. The company also has an international presence in 4 countries
Russia, Poland, Nepal and Bangladesh. With employee strength of over 2,800 and a
countrywide distribution network of 25,000+ dealers, Berger is established in the
sector with a varied portfolio of paints and tailor-made customer services.

In 1770, Louis Steinberger moved from Frankfurt to London to sell a Prussian blue
color, which was made using his own formula. He then changed his name to Lewis
Berger and by 1870 Berger Paints was selling 19 different pigments, including black
lead, sulphur, sealing wax and mustard. After the demise of Lewis Berger his sons
took over the business. Sherwin-Williams, an American company bought control of
the company in the 1900s. By the 1940s Mr. Hadfield set up Hadfield's (India) Ltd., a
small paint company in Kolkata on 17 December 1923. Towards the end of 1947,
British Paints acquired Hadfield's (India) Ltd and thus British Paints (India) Ltd was
incorporated in the State of West Bengal.

In 1991 UB group sold the company to Kuldip Singh Dhingra(Chairman)

and Gurbachan Singh Dhingra (Vice Chairman) Mr. Subir Bose took over as

12
 Managing Director on 1 July, 1994. Mr Bose retired on 30 June, 2012, handing over
the reign of the company to Mr. Abhijit Roy, who is the current Managing Director
and Chief Executive Officer.

Asian Paint: Asian Paints is Indias leading paint company and Asias second
largest paint company, with a group turnover of Rs 155.34 billion. The group has an
enviable reputation in the corporate world for professionalism, fast track growth, and
building shareholder equity. Asian Paints operates in 19 countries and has 26 paint
manufacturing facilities in the world servicing consumers in over 65 countries.
Besides Asian Paints, the group operates around the world through its subsidiaries
Berger International Limited, Apco Coatings, SCIB Paints, Taubmans and Kadisco.

Asian Paints was included in Forbes Asias Fab 50 list of Companies in Asia Pacific
in 2011, 2012, 2013 and 2014. Forbes Global magazine USA ranked Asian Paints
among the 200 Best Small Companies in the World for 2002 and 2003 and presented
the 'Best under a Billion' award, to the company. Asian Paints is the only paint
company in the world to receive this recognition.

The company has come a long way since its small beginning in 1942. Four friends
who were willing to take on the worlds biggest, most famous paint companies
operating in India at that time set it up as a partnership firm. Over the course of 25
years, Asian Paints became a corporate force and India's leading paints company.
Driven by its strong consumer-focus and innovative spirit, the company has been the
market leader in paints since 1967. Today it is double the size of any other paint
company in India and manufactures wide range of paints for Decorative and Industrial
use.

In Decorative paints, Asian Paints is present in all the four segments v.i.z Interior Wall
Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It also introduced many
innovative concepts in the Indian paint industry like Color Worlds (Dealer Tinting
Systems), Home Solutions (painting solutions Service), Kids World (painting
solutions for kids room), Color Next (Prediction of Color Trends through in-depth
research), and Royale Play Special Effect Paints, just to name a few. It has also
introduced wall coverings under its portfolio.

13
 Asian Paints has always been ahead when it comes to providing consumer
experience. It has set up Signature Stores in Mumbai, Delhi and Kolkata in India,
where consumers are educated on colors and how it can change their homes. The
company has also set up AP Homes a multi-category dcor store in Coimbatore
(Tamil Nadu, India) which offers dcor solutions across categories of paints, wall
papers, kitchen, bath fittings, sanitary ware, furnishings etc.

Asian Paints also operates through PPG Asian Paints Pvt Ltd (50:50 JV between
Asian Paints and PPG Inc., USA, one of the largest automotive coatings manufacturer
in the world) to service the increasing requirements of the Indian automotive coatings
market.

Imperial Chemical Industries (ICI): - ICI was a British chemical company

and was, for much of its history, the largest manufacturer in Britain.[1] It was formed
by the merger of leading British chemical companies in 1926. Its headquarters were
at Millbank in London, and it was a constituent of the FT 30 and later the FTSE 100
Indexes.

ICI made paints and specialty products, including food ingredients,

specialty polymers, electronic materials, fragrances and flavorings. It was acquired
by Akzo Nobel in 2008,[2] who immediately sold parts of ICI to Henkel, and
integrated ICI's remaining operations within its existing he company was founded in
December 1926 from the merger of four companies: Brunner Mond, Nobel
Explosives, the United Alkali Company, and British Dyestuffs Corporation
established its head office at Millbank in London in 1928. In its first year turnover
was 27 million.

In the 1920s and 30s, the company played a key role in the development of new
chemical products, including the dyestuff phthalocyanine (1929), the acrylic
plastic Perspex (1932.

Akzo Nobel: N.V., trading as Akzo Nobel, is a Dutch multinational company,

active in the fields of decorative paints, performance coatings.

Specialty chemicals. Headquartered in Amsterdam, the company has activities in

more than 80 countries, and employs approximately 46,000 people. Sales in 2015
were EUR 14.9 billion. Following the acquisition of ICI, the company has
restructured on 2 January 2008, and rebranded itself on 25 April of the same year.

14
 This part of the business is mostly geographically organize

Europe, Middle East and Africa, Latin America, Asia.

Akzo Nobel has a long history of mergers and divestments. Parts of the current co
company can be traced back to 17th century companies. The milestone mergers and
divestments are the formation of AKZO in 1969.

Market share of Top brands of Indian Paint Companies

Market Share of Top Indian Paint Companies

18% Asian Paint

Kansai Nerolac Paint
ICI Paint
11% Akzo Noble Paint
54% Berger Paint
2%

16%

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 Management Team

S.NO Name of the Member Position

1 Mr. Abhijit Roy MD &CEO

2 Mr. AniruddhaSen Sr. Vice President

3 Mr. Srijit Das Gupta Director, Finance

4 Mr. BhabeshBera Sr. Vice President R&D

5 Mr. SandipMitra Sr. Vice President Sales & Marketing

6 Mr. Deepak Misra Vice President IT

7 Dr. Prosanta Kumar Ghose Vice President- Manufacturing

8 Mr. K. K. Sai Vice President Marketing, Retail

9 Mr. IndrajitAmalMajumdar Vice President Sales, Retail

10 Mr. Subhashish Das Vice President HR & Personal

16
 11 Mr. Sudip Das Gupta Sr. Genral Manager Sales &
Marketing
12 Mr. Bijoy Mukherjee Powder Coating Sales & Marketing

13 Mr. Dinesh Kumar Virmani Material

Global Group Presence

Apart from operations in Russia, with a production facility at the Berger

manufacturing unit at Krasnodar, Berger has also expanded its footprint in Nepal by
setting up a second unit. Today, Berger's sister company in Bangladesh is the
dominant leader, with over 65% market share. In keeping with the Company's
dynamic growth plan, Berger has also acquired Bollix SA of Poland, a leading
provider of External Insulation Finishing Systems (EIFS) in Eastern Europe.

As Berger continues to grow internationally, it also continues to be the second largest

paint company in India.

Berger is the lone supplier to Nuclear Power Plants with its protective coatings. The
automotive sector, be it cars or bikes, is primarily ruled by Berger's automotive
coatings.

Luxury cars, including Mercedes, make use of Berger's products. Companies like
Nokia use Berger's services as well.

17
 Berger has also tied up with Becker of Sweden to manufacture coil coatings for steel
surfaces.

Berger's presence in India consists of factories in 7 locations, spread over all four
major regions of the country. Besides this, Berger has its presence in over 80 locations
all over the nation, and a dedicated sales team in all locations with an empowered
support staff to cater to the customer's every need

Landmark Project of Berger Paints Ltd. in India

The Bandra Skywalk Project Mumbai

Hotel Le Meridians, Delhi (1997-1998)

TAPMI, Manipal

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Hotel Shangri La, Delhi (1996-1997

Mantri Greens, Bangalore

Akshardham Temple, Delhi(2002)

Calcutta Club, Kolkata

Bengaluru International Airport - Bangalore

Cognizant, Chennai

Eden Gardens - Kolkata

The CSI Airport - Mumbai

Gold Souk Grande, Cochin

19
City Centre II, Rajarhat, Kolkata

All India Institute of Medical Sciences (AIIMS) - Delhi

Commonwealth Games Village - Delhi

Award and Certification

10th Annual Construction World

Global Award 2012

20
 Builder Information Bureau
(BIB) 2012 Leadership in Paint
Category

Readers Digest Gold Award-

2008 Most Trusted Brand

Best Supplier Award Outstanding

Contribution in Product
Development 2005

21
Fastest Growing Paint Company
Construction World NICMAR
Award

Certificate

Certificate

22
 Certificate

Certificate

Certificate

23
 Certificate

Certificate

Internal Operation

Apart from operations in Russia, with a production facility at the Berger manufacturing unit
at Krasnodar, Berger has also expanded its footprint in Nepal by setting up a second unit.
Today Bergers sister company in Bangladesh is the dominant leader with over 65% market
share. In keeping with the Companys dynamic growth plan, Berger has also acquired Bollix
SA of Poland, a leading provider of External Insulation Finishing Systems (EIFS) in Eastern

24
Europe. As Berger continues to grow internationally also continues to be the second largest
paint company in India.

Policies

Quality Policy

We at Berger Paints are committed to provide full satisfaction to our customers with respect
to Quality, Reliability and Delivery and attain Quality Leadership for all products that are
offered by us. We shall achieve this goal by:

Establishing a Quality Management System conforming to International Standards.

Institutionalizing a culture of "Getting it Right, First Time."

Upgrading our Technology continuously to meet expectations of customers.

Planned and structured Training and Development Programmers for all employees.

Creating an environment which encourages team effort and where each individual's
contribution is recognized and valued.

Remuneration Policy

Pursuant to the revised Clause 49 of the Listing Agreement, The Remuneration Committee is
to recommend to the Board a policy relating to the remuneration of the Directors, Key
Management Personnel and other employees.

The Policy is as under:

Employees

In determining the salaries of employees, including the Managing Director, Executive

Directors and Key Management Personnel, other than those who are unionized, the guiding
principle will be retaining and rewarding performers. Meritocracy and usefulness to the
Company and comparable costs for obtaining similar services from other sources will be
given due consideration. A robust appraisal system will be in vogue for the purpose.
Remuneration will be fair and equitable and in accordance with applicable laws. Salary of the
employees will contain a suitable variable part.

The overall impact of revision in salaries every year will be approved by the Board as part of
the year's budget.

25
 Non- executive Director

In terms of Section 197(6) of The Companies Act, 2013, a director may be paid remuneration
either by way of a monthly payment or at a specified percentage of the net profits of the
company or partly by one way and partly by another.

Shareholders of the Company, at its meeting held on 2nd August, 2012, resolved that the
Directors of the Company, who were neither in whole time employment nor Managing
Director would be paid a commission of 1% of the net profits of the Company, subject to a
limit of Rs.1 Crore in a year. The commission is to be distributed in a manner determined by
the Board. This resolution is valid for a period of five years in accordance with the terms of
the provisions of Section 309 of the Companies Act, 19

The Directors, other than those in whole time employment or Managing Director, will be paid
commission not exceeding such amount as is allowed in terms of section 197 of The
Companies Act, 2013 and approved by the shareholders. The exact amount to be paid to each
Director and the time of such payment will be determined by the Board.

Executive Directors

Executive Directors, who are also related parties, by virtue of being a relative of another
Director or a key management personnel will be paid remuneration in accordance with
Section 188 of The Companies Act, 2013 and the relevant Rules. Shareholders' approval will
be sought wherever necessary and the Remuneration Committee will finalize the salaries
every year within the prescribed limits. Such Directors, if they are also promoters, will not be
entitled to stock option plans.

Managing Director and other Executive Director

The ceiling of remuneration of the Managing Director and Executive Directors, other than
those mentioned at (2) above, will be determined by the shareholders, if required by law. If
such shareholders' approval is not required, the ceiling will be determined by the Board. The
Remuneration Committee will finalize the remuneration every year within the prescribed
limits based on market rates and industry standards. Care will be taken to align reward with

26
actual performance. The Managing Director and such Executive Directors may be granted
ESOP and similar benefits, as are prevailing, subject to necessary approvals, by the
Remuneration Committee.

Key Management Personnel (KMP)

The yearly remuneration of KMP will be finalized by the Managing Director within the limits
/ guidelines prescribed by the Board and, if necessary by law, the Remuneration Committee,
based on market rates and demand, industry standards, job responsibility and performance.
KMP may be granted ESOP and similar benefits, as are prevailing, by the Remuneration
Committee.

Managers and Executives

The salaries and periodicity of revision of Managers reporting to the Managing Director will
be determined by the Managing Director after consultation with the Head of HR and those of
other Managers and Executives, by the Head of HR, in consultation with the Managing
Director, based on need of the Company and performance, job responsibilities, qualification,
experience and location of the employees. The salary of Head of HR will be determined by
the Managing Director based on the above criteria. Managers may be granted ESOP and
similar benefits, as are prevailing, by the Remuneration Committee.

27
 CSR POLICIES

Berger Paints India Limited ("the Company") recognizes that an enterprise and the society in
which it operates are mutually dependent on each other and the growth of the industry is
proportional to the equitable development of the country, its environment and its people,
irrespective of religion, race, caste, creed and gender. The Company also believes that all
round development can be brought about by paying attention to regions, groups and people
which are backward and have special needs and by helping citizens to acquire useful skills.

To this extent, Berger Paints India Limited will devote resources, in the manner
recommended by its CSR Committee and approved by its Board of Directors in accordance
with the provisions of law for fulfilling the aforesaid objective in the manner laid out in
Schedule VII to the Companies Act, 2013, with particular stress on areas around which the
Company operates.

To this extent, the Company will support or undertake measures by established and reputed
agencies and Non-Government Organizations, Central and State Governments and other
agencies or the Company itself, for:

Eradication of hunger, poverty and malnutrition

Implementation of measures for reducing inequality faced by socially and

economically backward groups

Promotion of preventive healthcare

Promoting sanitation

Making available safe drinking water

Promoting education including special education

Promoting employment enhancing vocational skills among citizens including

children, women, elderly, differently able persons

28
 Promoting livelihood enhancement projects

Promoting gender equality and empowerment of women

Promoting setting up of homes for women and orphans, old age homes, day care
centres and such other facilities for senior citizens

Ensuring environmental sustainability, environmental balance, protection of flora and

fauna, animal welfare, agro forestry, conservation of natural resources and
maintaining quality of soil, air and water

Protection of national heritage, art and culture including restoration of buildings and
sites of historical importance and works of art, promotion and development of
traditional arts and handicrafts

Setting up and running of public libraries

Measures for benefit of armed forces veterans, war widows and their dependents

Promotion of rural sports and training for nationally recognized sports, Paralympics
sports and Olympic sports

Providing funds provided to technology incubators located within academic

institutions which are approved by the Central Government

Promotion and setting up of Rural Development Projects

Promotion of sporting activities

Promotion of cultural activities

Support to well-known charitable institutions

Support to infrastructural facilities of establishments for public services such as Fire

Stations and hospitals, institutions including schools and colleges, research and
scientific institutions, organizations for promoting sports, art and culture, run or
supported by the Government or by reputed NGO's.

To undertake or support any activity for common good and benefit of the society and
its people, promotion of inclusive growth and equitable development and
enhancement of human development index including but not limited to development
of infrastructure, housing and habitation, energy efficiency, education, roads,
healthcare, sewerage, beautification of surroundings, preventive health care, waste
management, water conservation, community development, etc.

29
Activities undertaken in the normal course of business of the Company or only for benefit of
the employees and their families shall not qualify as CSR under this Policy. However, if
employees and their families get benefits by an activity which is largely meant for the outside
community or society, then such activity, if otherwise qualified, will count as a CSR activity.

Since it may be logistically difficult for the Committee to meet for approval of every
proposal, the Secretary of the Committee will send all proposals which are received in
between meetings for approval of the Committee by circulation.

The activities can be undertaken by the Company itself or by way of support including
monetary assistance, providing coatings and surface finishing products and painting and wall
finishing services and providing other goods, facilities and services, as may be deemed fit by
the Committee.

Organization Structure

30
Product of Berger Paints

31
1. Interior Coatings

Silk

Easy Clean

Rangoli

Bison Distemper

Bison Acrylic Distemper

2. Exterior Coatings

Weather Coat All Guard

Weather Coat Smooth

Walmasta

Durocem Extra

3. Wood Coatings

Polyurethane Finish

Melamine Finish

4. Construction Chemicals

Cement Mix Plus

Latex Shield 2K

Damp shield 2K

Advanced Latex Plus

Latex Plus

32
 Crack Fill Paste

5. Under Coatings

BP White Primer

BP Cement Primer

Breathe Easy Primer

Weather Coat Exterior Primer

Red Oxide Primer

Bison Wall Putty

Happy Wall Acrylic Putty

Berger Paints is the second largest paints company in India with a wide portfolio of paints
and tailor-made services in every paint segment. Berger Paints offers various products for
Home Users, Professional Users and Industrial Users.

Products:

Interior Wall Coatings: Berger Paints has a range of designer finishes, interior
emulsion and interior wall distempers.

Silk Illusions, Easy Clean, Rangoli Total Care, Bison Acrylic Emulsion and Bison
Distemper to name a few.

Exterior Wall Coatings: Berger Paints has a range of exterior emulsions and
texture finishes like Weather Coat All Guard, Weather Coat Long life, Walmasta,
Weather Coat Texture, Tartaruga etc.

Berger Metal and Wood Paints: Berger Paints has a variety of enamels and clear
wood range like Breathe Easy, Luxol, Wood keeper, Imperia.

Protective Coating: Berger Protection is a protective coating range from Berger

Paints

33
 That helps prevent corrosion of concrete or steel substrates. Berger Protection
Range of Coatings include Chlororubber, Epoxies, Inorganic Zincs, Polyurethane,
Poly-siloxanes, High temperature resistant coatings, Anti-carbonation coatings,
Road marking, Airfield marking, Concrete coatings, Rebar coatings, Floor
coatings and Green Coatings.

Undercoats: Berger Paints has a range of quick drying undercoats like Cement
Primer (WT & ST), White Primer, Illusion Sealer, Weather coat Exterior Primer,
Bison Wall Putty etc.

Construction Chemicals by Berger Paints include products like Crack Fill Paste,
Latex Plus, Latex Shield 2K, Damp shield 2K, Tile Adhesive Plus, Cement mix
Plus and Tile Adhesive.

Services

Home Users: Facilities and services provided for home users include Express
Painting, Preview Facility, Virtual Painter and Paint Calculator.

Professional Users: Berger Prolinks for recommending products and

processes, Projects for residential, commercial, healthcare and hospitality,
educational, industrial, religious and other public spaces.

Expert advice and other professional services like project coordination, site
audit and inspection, consultancy, bulk purchases etc.

Industrial Users: Services offered for industrial use include GI & Automotive Coatings,
Powder Coatings and Protective Coatings.

34
35
CHAPTER - 2

36
Express Painting is a service initiated by Berger Paints Ltd., it is new move of Berger
Paints Ltd. to beat the competition. This service provide customer all components &
assistance needed for paint along with trained painters trained by Berger Paints iTrain
facility provided by Berger Paints Ltd. to train painters for Express Painting purpose only.

Earlier, LBHP- Lewis Berger Home Painting service was there to provide this facility at to
some extent not completely but now it is replaced by Express Painting i.e. XP.

Under this service, two schemes were provided by them:

XP Platinum
XP Gold

Express painting is managed, served & controlled under Lead Management through CRM
software by Berger Paints Ltd. It consist of following process:

Process of Lead Management

Customer call Painter

Call Executive Dealer

37
 CE/LM CSM TSI

Key Benefits of Express Painting

Choose the fast lane with Berger Express Painting! With tools designed to
specifically make the process of painting faster and hassle-free, painting is
now an enjoyable experience!.

40 percent faster than traditional painting!

Trained painters for efficient and better painting
Get sparkling results with our no-mess tools!
Cutting-edge vacuum suction-enabled sanding machines keep
your house dust-free!
Better coverage and smoothness guaranteed each time!
Our certified tools ensure a better finish with high efficiency!
All these benefits and more offered at no additional cost!

Say yes to Painting Revolution! Say Yes to Berger Express Painting!

Tools in Express Painting

38
39
40
 Functions of above tools

Hi-speed Pressure, Wash Pressure Regulator, Nozzle Adjustment

Quick Application
Supports Water-Based Paints & Primer
Uniform Finish
Adjustable Roller
Automatic Paint Pumping
Superior Finish
Quick & Hassle-free Mixing

41
 Regulated Speeds
Putty & Texture Mixer
Faster & Cleaner
Dust-Free Vacuum Function
Regulated Speeds

42
CHAPTER - 3

43
 Research Methodology 3.1

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication, research, interview, survey and other
research techniques, and could include both present and historical information

Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
branch of knowledge. Typically, it encompasses concepts such as philosophical or theoretical
frameworks, theoretical model, phases and quantitative or qualitative techniques.

A methodology does not set out to provide solutions - it is, therefore, not the same as a
method. Instead, a methodology offers the theoretical underpinning for understanding which
method, set of methods, or best practices can be applied to specific case, for example, to
calculate a specific result

Research Objective 3.2

Primary objective of my research is to know Percentage & frequency of lost leads of

Express painting service of Berger Paints Ltd. of Gurugram.

The secondary objective is to know the reasons behind lost leads.

44
 Research Design 3.3

Customers view, taste and preferences through Exploratory research design.

Primary Data 3.4

Primary data are those data which collected by researcher or investor first time and it is
newly. It means it is not collected by someone else or that data are not used which is collected
by someone else.

Primary data are collected through some techniques:

Interview Method
Questionnaire Method
Observation Method
Schedule Method

In my research I was collected the primary data to using my own afford and skill through
Questionnaire Method and Personal face to face interview method

Secondary Data 3.5

Secondary data are those data which is not collected first time by the researcher which is
already have been collected by someone else.

Those data are taken by the researcher for analysis purpose only

Secondary data are collected through using these techniques:

45
 Internet
Magazine
News Paper
Any other Research Report
Government Published Report

In my research I have collected secondary information through Internet

Data Presentation 3.5

Primary and Secondary data which is collected by me for the completion of my research
work is presented in Pie chart, Bar chart and Colum chart.

Sample Area 3.6

Sample area is Gurugram City like some sectors:

Sector - 45
Sector - 46
Sector - 52
Sector - 53
Sector - 54
Sector 56
And many more also some societies of Gurugram & nearby areas.

46
 Sample Size 3.7

Sample size - 100

Sampling Techniques 3.8

There are some sampling techniques are used by me:

Simple random sampling

47
CHAPTER - 4

48
 Data Analysis and Graphical Presentation 4.1

Statistics
Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8
Respondents 100 100 100 100 100 100 100 68

0 0 0 0 0 0 0 0
Missing

Q.4 ever been customer of Berger Paints Ltd. earlier

Ever been customer Frequency Percentage

of Berger Paint
earlier

Yes 76 72
No 24 28
Total 100

49
 Ever been customer of Berger Paint earlier

Yes NO

28%

72%

Data Interpretation: From above pie chart 72% customers were already been consumer of
Berger Paints Ltd. & 28% were new.

Q.5 If yes, are you:

If yes, are you Frequency Percentage

Highly satisfy 24 32
Satisfy 20 26

50
 Highly Dissatisfy 0 0
Dissatisfy 0 0
Neutral 32 42
Total 76

Level of satisfection
Highly satisfied Satisfy Highly Dissatisfied
Disssatisfy Neutral

32%
42%

26%

Data Interpretation: From above pie chart 42% were neutral, 32% were highly satisfied,
26% were satisfied & 0% were highly dissatisfied or dissatisfied.

Q.6 Are you aware of Express Painting:

51
 Aware of Express Frequency Percentage
Painting
Yes 69 69
No 31 31
Total 100

Aware of Express Painting

31%

Yes No
69%

Data Interpretation: From above chart 69% were aware & 31% were not.

52
Q.7 Source of Information:

Source of Frequency Percentage

Information

T.V 59 59
Internet 17 17
Newspaper/Magazine 13 13
s
Any dealer 5 5
Word of mouth 6 6
Total 100

Source of Information
T.V. Internet Newspaper/ Magazies
Any dealer Word of mouth

6%
5%
13%

59%
17%

53
Data Interpretation: From above chart 59% customers source of information is T.V., 17%
source of information is from internet, 13% is Newspapers, 5% is any dealer & 6% is word of
mouth.

Q.8 Customer called for:

Called for Frequency Percentage

Enquiry 47 47
Interested 27 27
All above 26 26
Total 100

Called for
Enquiry Interested All above

26%

47%

27%

54
 Data Interpretation: from above chart 47% customers called for enquiry, 27% were
interested & 26% were called for both.

Q.10 Schemes choosed by customers in Express Painting:

Schemes Frequency Percentage

XP Platinum 52 52
XP Gold 48 48
Total 100

Schemes
XP Platinum XP Gold

48%
52%

Data Interpretation: From above chart 52% choosed for XP Platinum & 48% choosed for
XP Gold.

55
Q.11 Reasons behind lost leads:

Reasons Frequency Percentage

Enquiry calls 26 38
High cost 12 18
Due to competition 12 18
Lack of interest 9 13
Carelessness of 4 6
contractors
Duplicate calls 5 7
Total 68

56
 Reason

7%
Enquiry calls High cost Due
6%to competition Lack of interest Carelessness of contractors

13% 38%

18%

18%
Duplicate calls

Data Interpretation: From above chart 38% leads are lost because of enquiry calls, 18%
because of high cost, and 18% because of competition, 13% because of lack of interest, 6%
because of contractors carelessness & 7% because of duplicate calls.

57
 Findings 4.2

So as for my research work I was analyzed, calculate my whole data to covert it meaningful
information for compulsion my research objective and after comparing cross analysis and
also after using graphical presentation I was found certain things which is as fallow..

Majority of customer who call as Lead, have experienced Berger Paints earlier.

Those customers are highly satisfied with their paints varieties & qualities.

Only customer knew that there is something like Express Painting of Berger Paints
Ltd.

There is scope for Express Painting in Gurugram city.

Most of the customer dont know about the services of Berger Paint

Customers want some services for the painting such as cost efficiency durability

Television & Internet is major source of information for customer.

More are the leads are just for enquiries.

Among schemes of Express Painting XP Platinum is selected by interested customers.

Leads are lost because of many factors

1. Enquiry calls
2. Due to competition
3. Carelessness of contractors
4. High cost
5. Lack of Interest

58
 6. Duplicate calls

SWOT Analysis 4.3

According to my study of the paint companies I feel some SWOT of Berger paint which I
observe in the time of survey. I observe certain things when I meet the dealers of Berger

1. Strength

With nearly one fifth market share and ranked one of the top two in India.
Strong Supply chain network spanning throughout the country with 7 manufacturing
facilities, 85 depots, 2,800 employees and over 25,000 Dealers.
It provides with high quality products and as very high market space both in terms of
visibility and sales.
Berger Paints has excellent brand perceptions and brand awareness amongst its
potential customers
Berger Paints have good base for Express Painting

2. Weakness

Dependences on decorative segments.

Market Rate Problem.
High staff Turnover.
In effective advertisement and promotional activities.
Not able to convert customer towards Express Painting

3. Opportunities

Strong growth Potential in India owing to urbanizations.

Product Diversification.
International Expansion.

4. Threats

Stiff competition.
New entrants in the industry and local companies.

59
CHAPTER-5

60
 Recommendations 5.1

As per my research findings and observation I can recommend certain things which may be
helpful for the Berger paint company in Gurugram region.

Most of the customers have just heard about the word Express Painting, they dont
know what it is all about &about the services of Berger paint so I recommend the
Berger paint company (Gurugram) that Berger Company should have to try to create
awareness through Survey and Stalls demonstration.

Company should provide more cost effective schemes so that customer can tilt even
that too who just called for enquiries.

The company should be more active towards Express Paintings & CRM

More systems should be allotted for Lead Management

Follow up should be done at proper interval

Employees should more actively participate in Lead Management

The company should think over to modify & enhance the process of Lead
Management

Berger Paint Company should try to provide more variations & schemes of quality in
Express Painting for attracting the customer because Asian paint also entered into this
segment by name Home Painting.

61
 Berger Paints should try to do more effective advertising & sources of information
should be increased so that customer can get frequent with this service name &
benefits, through local newspaper or local media channel because it aware the
customer and demand may will increase in future.

62
CHAPTER-6

63
 Limitation and Scope of the Study 6.1

Limitation:

As the project is prepared for academic purpose only as a trainee, it suffers from the
limitation of time and money.

Some employees refused to be a part of survey as there was a time issue with them.

The topic was actually a confidential matter for the company, so they provide very
less information related to the topic.

The project may also have inadequate finding as some employees have not provided
proper data

Some customers they do not ready to answer the questions.

Exploratory research survey take a long time and 45 days not enough for this study

Some customer they think me as a company employee and they dont response

It was tiring & time taking because the each customer have to answer all questions

It was tuff to handle a customers on calls and take response properly.

64
 Scope:

This study can be used by the company to convert more customer into dedicated
Berger Paints customers.

Meeting Customer needs

Make a quantitative research and analysis of the effectiveness of the advertisement of

Berger Paints.

Helpful in making Marketing Strategy

This study will also helpful for improving service quality, supply system, payment
mode

This study report also helpful for developing new marketing strategy

65
CHAPTER-7

66
 Bibliography 7.1

http://en.wikipedia.org/

http://www.slidesshare.net/

http://www.bergerpaints.com/

http://www.scribd.com/

Book of Research Methodology ( C.R. Kothari)

67
 Annexure 7.2

Questionnaire

Dear sir/mam,

I am student of MBA 2nd Semester in Quantum School of Business and

currently doing summer internship in Berger Paint Company and undertaken a Telephonic
survey about the awareness/satisfaction/reasons about the Lost leads of Express Painting and
requesting you to provide the below given information for completion of my research work.

1. Name of customer

2. Address..

3. Mobile Number

4. Ever been customer of Berger Paints Ltd. earlier

a. Yes
b. No

5. If yes, are you:

a. Highly satisfy
b. Satisfy
c. Highly dissatisfy

68
 d. Dissatisfy
e. Neutral

6. Aware of Express Painting:

a. Yes
b. No

7. Source of information about Express Painting:

a. T.V.
b. Internet
c. Newspaper/Magazines
d. Any dealer
e. Word of Mouth

8. Called for:
a. Enquiry
b. Interested
c. All above

9. Carpet area..

10. Interested in which scheme:

a. XP Platinum
b. XP Gold

11. Reason of lost leads:

a. Enquiry calls
b. High cost
c. Due to competition
d. Lack of interest
e. Carelessness of contractors
f. Duplicate calls

69