BY NIKHIL.VJ 2nd MBA GUIDE; ASSIT;PROF. KASINATHAN.

 Universal

mapping is a tool using by the most of the companies to analyze their position in the market. It analyzes the companys sales, its competitors products and its market share Brand positioning refers to target consumers reason to buy your brand in preference to others

 Positioning

may be simply defined in terms of how a brand is positioned in the mind of the consumer with respect to the values with which it is differentially associated or which it owns (Ries and Trout, 1982; Marsden, 2000a) Philips (1988), in his study, stated that a brand can be described as a trademark that communicate a promise.

 Broadbent

and cooper (1987), in their study, noted that if the brand is to be successful, image and symbols must relate to and indeed exploit the needs, values and life style of consumers in such a way that the meaning involved give added values and differentiate the bran from other brands. Kotta Thomas (1992), in his study, investigated the influence of extrinsic cause, viz., price, reputation of the product and advertising, in a main experimental setting using multi term measures

PRIMARY OBJECTIVE The primary objective is to study about the UNIVERSAL MAPPING AND BRRAND POSITIONING of Berger Wood Coatings.
SECONARY OBJECTIVE
To

find out the market share of berger wood coatings To study the positioning of berger wood coatings in the market. To compare the major wood coatings brands in terms of price, preference, quality, packing and colour.

 The

scope of the study is to determine the market share of berger wood coatings and find how much the product reach to the peoples. The study on universal mapping and brand positioning helps to enact the productivity of the company. The scope of the study is to find out the position of the company in the market and its position in the mind of the people.

 The

survey has been limited by the researcher and The data has been collected from the sample size of 132 due to time constraint. The findings of the survey which have been conducted are only applicable to this organisation. The area of study for universal mapping and brand positioning is limited in a particular geographical area. The respondents have replied to the queries recalling from their memory, so the responses may also be biased.

 In

this project the DESCRIPTIVE RESEARCH DESIGN is used to describe the characteristics of variables. SAMPLING METHOD Non Probability sampling
SAMPLING TECHNIQUE convenience sampling.

 Primary

data Secondary data TOOLS FOR ANALYSIS: PERCENTAGE ANALYSIS WEIGHTED AVERAGE METHOD CORRELATION

 TABLES
PIE-CHART BAR-

DIAGRAM CONE DIAGRAM LINE CHART CYLENDERICAL CHART

Dealings (in yrs) 0-2yrs

3-5yrs 6-8yrs 9-12yrs Above 12 yrs Total

Number of Respondents 24
24 12 12 60 132

Percentage 18%
18% 9% 9% 46% 100%

Number of Respondents
0-2yrs 18% Above 12 yrs 46% 3-5yrs 18% 9-12yrs 9% 6-8yrs 9%

Brands Asian paints

Sale in liter 22620

Percentage 58%

Berger
Nippon Dulux Nerolac Esdee MRF Total

7200
2580 2340 2280 1200 600 38820

19%
7% 6% 6% 3% 1% 100

25000 20000

15000
10000 5000 0 Series1 Asian paints 22620 Berger 7200 Nippon 2580 Dulux 2340 Nerolac 2280 Esdee 1200 MRF 600

Brands Asian paints Berger Nippon Dulux Nerolac

Sale in liter 13800 6420 2820 2880 1860

Percentage 49 23 10 10 6

Esdee
MRF Total

300
180 28260

1
1 100

15000
10000 5000 0 Asian paints Berger Nippon Dulux Series1

Nerolac

Esdee

MRF

Brands Asian paints Berger

Sale in liter 8760 3660

Percentage 46% 19%

Nippon
Dulux Nerolac Esdee MRF Total

540
780 1620 2400 1320 19080

3%
4% 8% 13% 7% 100

8760

3660 2400 1620 540 Asian paints Berger Nippon

780
Dulux Nerolac Esdee MRF

1320

Opinion Reasonable Expensive Total

No. respondents 112 20 132

Percentage 85% 15% 100

120

100 80 60 40 20 0
Series1 Reasonable 112 Expensive 20

Weighted

Weight age (W) Rating Asian X WX Berger X WX Dulux X WX Nippon X WX Nerolac X WX MRF X WX ESDEE X WX

7 1 132 924 0 0 0 0 0 0 0 0 0 0 0 0

6 2 0 0 98 558 21 126 8 48 5 30 0 0 0 0

5 3 0 0 26 130 82 410 15 75 9 27 0 0 0 0

4 4 0 0 7 28 22 88 101 404 2 8 0 0 0 0

3 5

2 6

1 Total 7 0 0 0 0 0 0 0 0 0 0 121 121 11 11

Average

0 0 1 3 7 21 8 24 116 348 0 0 0 0

0 0 0 0 0 0 0 0 0 0 11 22 121 242

132 924 132 719 132 645 132 551 132 4.174 4.886 5.446 7

3.128
413 132 143 132 1.916 253 1.0833 6 7

Rank

Weight age (W) Rating

Weighted

5 Total

Average 2 3 1 4 5

Quality

X
WX

22
110

85
340

21
63

4
8

0
0

132
521 3.946

Colour

X
WX

8
40 98 490 4 20 0 0

9
36 29 116 9 36 0 0

89
267 5 15 10 30 7 21

21
42 0 0 91 182 16 32

5
5 0 0 18 18 109 109

132
390 132 621 132 286 132 1.227 162 2.166 4.704 2.954

Price

X WX

Availability

X WX

Offers

X WX

Rank

Majority of the respondents are doing business more than 12 years Berger MELAMINE having 19% share in the market Berger PU having 23% share in the market Berger SEALER having 19% share in the market 85% respondents agree the price of the Berger wood coatings are reasonable Most of the respondents telling the colour and style of the Berger wood coatings are average Most of the respondents telling the quality of the Berger wood coatings are good Most of the respondents telling the advertisement of the Berger wood coatings are average

 The

company want to make little improvement in the colour and style of Berger wood coatings The company wants to make improve the quality of wood coatings The company have to provide better schemes to promote their products The company want to put a great effort to make brand superiority The company want to provide more offers to promote their products

A STUDY ON UNIVERSAL MAPPING AND BRAND POSITIONING reveals the market share of the Berger wood coatings in the market. It analyzed the competitors of the Berger wood coatings. This study helps to find out the market leaders in the wood coatings sector and the study helps to improve the sales of the product . this study also showed hoe much the product reached to the people and how much the company succeed to make brand positioning.