.

1. AJOMON JOSEPH
School of Management and Business Studies
3RD SEM
SALES & DISTRIBUTION OF

2. BERGER PAINTS was established on December 17, 1923
Berger Paints India Ltd is a paint company based in
India. The company is headquartered at Kolkata
and has 11 manufacturing units.
They have an employee strength of over 2,800 and
a countrywide distribution network of 25,000+
dealers.

3. CEO : Abhijith Roy(2012-)
Type : public company

4. PRODUCT VARIENTS
INTERIORWALL COATINGS
BISON ACRYLIC
EMULSIONS
Silk Luxury Emulsion
Silk Illusions Marble
Lewis Berger Design

5. EXTERIOR WALL COATINGS

6. BERGER METAL & WOOD PAINTS

7. UNDERCOATS

8. CONSTRUCTION CHEMICALS

9. OTHER PRODUCTS:

11. MANUFACTURING UNITS IN INDIA

12. Hindupur - Andhra Pradesh
Kundaim Industrial Estate - Goa
Sikandrabad - Uttar Pradesh
Nagaon District - Assam
Pune - Maharashtra
Pandasozhanallur Village- Pondicherry
SIDCO Industrial Growth Centre,
Jammu - Jammu & Kashmir
Hooghly - West Bengal
Howrah - West Bengal
Hindupur - Andhra Pradesh
Gautam Budh Nagar Dist- Uttar Pradesh

13. BERGER DEPOTS IN INDIA
EAST -1
Kolakata- 5
Kolkata rdc
Howrah
Durgapur
Siliguri
Patna -2
RAIPUR
EAST -2
Bhubaneswar
Cuttack
Sambalpur
Ranchi
Guwahati -2
Guwahati
RDC
Agartala
Shillong
Jamshedpur
WEST-1
MUMBAI
OFFICE
Ghatkopr
Thane
Kalyan
Bhiwandi –RDC
Bhiwandi retail
Kolphur
Goa
Pune
Nashik
Aurangabad
Nagpur
WEST -2
Ahmedbad
Vadodra
Rajkot
surat
North-1
Ludhina
Jammu
Jammu raw material
Srinagar
Bhatinda
Chandgrah
Mahali
Jallandhar
Parwanoo
Parthankot
NORTH -2
Faribad
Ambala new
Gurgaon
Jodhpur
Jaipur
Kota,rajathan
Udaipur
bikaner

14. CENTRAL -1
DELHI- Asaf ali
Delhi –okhia
Delhi- mandoli
Delhi –office
Delhi- janakpuri
Delhi – punjab bagh
Delhi – rohini
Delhi –mundka- RDC
Delhi mundaka –
depot
CENTRAL -2
Ghaziabad
Morabadad
Noida
Bareily
Agra
CENTRAL -3
Lucknow
Lucknow office
Gorakpur
Varanasi
Kanpur
Dehradun
Haldwani
Haridhwar
CENTRAL -4
Bhopal
Indore
Gwalior
Jabalpur
SOUTH -1
Chennai-2
Coimbatore
Tirupati
Madurai
Tirnelveli
Trichy
Puducherry
Visakhapattanam
Kuranool
Hyderbad- 2
Vijayawada-1
SOUTH -2
Hosur
Manglore
Banglore -3
Banglore –RDC
Hubli
Mysore

15. KOTTAYAM

17. KOTTAYAM DEPOT
Ktm depot cover the kottyam
, idduki and pathnamthiita

18. •stock : 40 crore
•Sales – year- maufacturing units –directly to kottyam depot
• kottyam depot – 6 territory- each territory – more than – 32 dealers
•Contract period : 5 year- renewing
Clearing and forwarding agent(C& F agent)
•Scheduling time: less than10 km -2 hr
• 100 and above – 36 hr
•Billing section : 3 copy
Dealership criteria:
•Location
•Capability
•Related business
•Infrastructure -35 square
•Frontage
•GST NO.
•Advance payment- color bank,shake machine
KOTTYAM DEPOT

19. ORDERING PROCESS
•Dealers –CRM(18001036038)
•Dealers has specific code – identify the depot- CRM – CHECK the payment
due- godown – physical verification –unstock item mark- invoice generate- send
to the dealers address
•Unstock items- near by depot or from RDC
PAYMENT MODE
•Cheque
• RTGS
CREDIT SYSTEM
MAPD -28 credits -3.5%
MAPD2 – 7 credits -5%
Credit period exceed - account block
DEALER BENEFITS
Profit margin
Premium – 20% t0 40%
Medium – 15% to 20%
Economic – 10% to 15%

20. OTHER BENEFITS – annually turn over rebate
 SUPER GOLD – 4 crores
tour package – outside Asia -4
 DOUBLE GOLD –2 crores
outside asia – 2
GOLD – outside asia – 1.5 crores
lease berger product – 1% discount
Silver –70 lakhs
within asia -1
0.5% discount
Stalion – 20 lakhs
Premium product – 5rs
Medium product 3 rs
Lease product 1 rs

21. SALES STRUCTURE
MANGER
ADMIN BDO
SERVICE
COORDINATOR
TSI
MECHANIC
ENGINER
CE
GODOWN
ACCOUN
TS
BILLS
OTHER
STAFF

22. PROMOTIONAL ACTVITIES
SPONSERSHIPS
DEALER - ADD – 50%
SHOP BOARD - VISIBLITY POINTERS
SECONDARY
FOR PAINTERS – LIFT AND WIN TOKEN
- PLASTIC STOKEN AND CASH TOKEN

23. SERVICES
PROLINK AND EXPRESS PAINT
PROLINK
-school,college etc...
-- through dealer ,contractor
---product recommendation
---pre –inspection by technical experts
--preview facility
-Measurement by experts and cost estimation
-Modernised painting support by xp tools
-Periodic site supervision
-Technical support as and when required
-Timely completion of the job with utmost satisfaction of the
customer
EXPRESS PAINT
-- faster,cleaner,better with mechanised painting
-- HOME
--Dealer through

24. Main dealers
Njavalikunnel –pala
Mavelithurathel – chaganassery
Cheriyan hardware – pathanamthitta
Etumanoor hardware – etumanoor
Etc........

25. THANK YOU

26. REFERENCE
Berger depot : vadavathoor