Distribution Channel of Asian Paints & Burger Paints: Comparative Study

Synopsis, submitted on 29/07/13

Submitted by: Group 2 F-20, F-26, F-28, F-29, F-31, F-32, F-33

Introduction:
Indian Paint industry is estimated at INR 291bn and has grown at a CAGR of ~24% between FY07-12; where in organized sector accounts for 65% (INR 189bn) and the remaining 35% is unorganized sector (INR 102bn). Paint industry is broadly classified into two categories based on application i.e. architectural (decorative) and industrial coatings segment. Decorative paints (including interior and exterior wall finishes, enamels, wood finishes and ancillary products) constitutes around 77% (INR 225 bn) of the paint market in India, while industrial coatings accounts for the rest (INR 66bn). Decorative paints are further classified into repainting and fresh painting, where the latter accounts for 30-35% of the decorative segment. Paints are also classified based on surface or area of coating i.e. interior, exterior, metals and wood finish. They are also classified based on solvent of the paint (water based and solvent based). Berger Paints is the second largest player in decorative segment in India, with a market share of ~21% in decorative segment. Berger is a distant second to Asian Paints, which currently has a market share of ~52% in decorative segment in India. Asian Paints Ltd. is Indias largest and Asias third lar gest paint company. The fully integrated company is ranked among the top ten decorative coatings companies in the world. It has four manufacturing facilities and more than 2800 SKU. These are supported by six distribution centers, which carter to 55 depots. Each depot cater to 26000 dealers in more than 3500 big and small cities all over the country.
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Berger has seven manufacturing facilities spread across India, besides four overseas manufacturing facilities. The company has second largest distribution network of ~14,500 dealers and ~12,000 tinting machines. Berger has a strong presence in East and North India, which accounts for 60% of their distribution network while South & West India accounts 40% of their distribution network.

Research Design:
Exploratory research would be the primary source of information for our project. Not only would that help us in understanding the viewpoint of customers on the issue of FDI in Retail but would also help us in understanding the underlying problems behind the issue. Firstly, understanding of various concepts pertaining to the retail sector as well as to FDI would be studied through literature review, published statistics/data etc. This would be supplemented with focus group discussions between the members of our group. Further, we plan to carry out Descriptive Research based on the understanding of various concepts and issues. This would be in the form of surveys or other means and would help us not only in understanding consumer viewpoints but possibly also in doing a quantitative analysis.

Research Methodology:
In order to accomplish this project successfully, we plan on taking the following steps.

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Data collection:
Primary Data : Customer survey(s) based on factors mutually decided and/or through research Secondary Data: Internet, newspapers, journals and books, other reports,

literatures. Moreover, we intend to analyse the results of the conducted survey(s) together with the information obtained through research to put forward a thorough perspective on the issue of FDI in Retail from a consumers point of view.

Scheduling of activities: (As currently planned)

Literature Review (First 3 weeks of December) Development of an Approach to the Problem (Till end of December) Research Design Formulation(First week of January) Field Work or Data Collection(Till end of January) Data Preparation and Analysis(Mid February) Mid review (Last week of February) Report Preparation and Presentation(3rd week of March)

Responsibilities of various group members(tentative):

Literature Review: 29 Himansu Sekhar Kisan 33 Joginder Singh 34 Kantilal Babulal Rathore 32 Jatin Mehra 31 Jairaj Bisht 30 Hmantha Wangshul 35 Karanjit Singh 36 Manish Choudhary 35 Karanjit Singh

Research Design and Primary data collection: Secondary data collection: Data analysis and final report
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preparation:

34 Kantilal Babulal Rathore

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