The Marketing mix of Berger Paints analyses the 4Ps of Berger Paints’ marketing strategy, which includes the Product, Price, Place, and Promotion of Berger Paints. Berger Paints has been a market winner in Industrial Paint in India for over 45 Years. The company, a public corporation, was founded on 17 December 1923. It is headquartered in Kolkata and boasts of an operating income of Rest. 6.5541 billion annually.
The company is internationally located in Russia, Poland, Nepal, and Bangladesh. It has around 2,800 employees and a vast distribution network with a bandwidth of 25,000 plus dealers. The company is India’s second-largest industrial paints maker, Asian Paints Ltd being the first.
The company’s guiding principles are performance, putting the customer first, ethical practices, and valuing people.
Its chief competitors include:
- Asian Paints Ltd
- Shalimar Paints Ltd
- Kansai Nerolac Paints Ltd
- Jenson &Nicholson (India) Ltd.
About Berger Paints
- Type: Paint Company
- Industry: Paints and coatings
- Founded: 1923
- Founder: Lewis Berger
- Headquarters: Kolkata, India
- Area served: India, Nepal, Bangladesh, Poland, Russia
- Key people: Harsh Mariwala (Chairman) and Amit Syngal (CEO)
- Number of employees: 3,600
Table of Contents
Berger Paints Product Strategy
Berger Paints, a well-known paint wall coatings company, offers a diverse product portfolio and mix catering to various customer needs in the painting and coating industry.
The new Product Mix of Berger Paints in 2023 is as follows (Source)
- Interior Paints: Berger provides a variety of interior paints, including emulsions, distempers, and designer finishes. These paints come in various colors and finishes, catering to different aesthetic preferences and functional requirements.
- Exterior Paints: The company offers exterior paints designed to withstand weather elements. These include weatherproof and durable paints that protect buildings from rain, sun, and other environmental factors.
- Wood Coatings: Berger’s product range includes coatings and finishes for wood, such as varnishes, stains, and sealers. These products are designed to enhance the natural beauty of wood while providing protection.
- Metal Coatings: They also offer a variety of metal coatings, including enamels and primers, suitable for decorative and protective purposes on metal surfaces.
- Undercoats and Primers: Berger provides a selection of undercoats and primers that prepare surfaces for painting, ensuring better paint adhesion and longevity.
- Waterproofing Solutions: The company offers products and solutions that protect structures from water damage.
- Textured and Specialty Paints: Berger has a range of textured paints and special effect finishes, allowing for creative and unique wall finishes.
- Professional and Industrial Coatings: Catering to industrial and professional needs, Berger provides specialized coatings for industries, including automotive, marine, and protective coatings.
- Painting Tools and Accessories: In addition to paints and coatings, Berger also offers a variety of painting tools and accessories to aid in the application process.
Berger Paints Place Strategy
The company has factories in 7 locations within India in all four major regions. It is present in more than 80 locations in India. Internationally, it has sales offices in 4 countries: Nepal, Russia, Poland, and Bangladesh. All the locations have dedicated sales teams to service the customers’ needs.
Here’s the Place Strategy of Berger Paints:
- Vast Retail Distribution Network: Berger Paints has established a widespread distribution network. Their products are available in paint stores, hardware shops, and home improvement centers, ensuring easy accessibility for consumers and professional contractors.
- Online Sales and E-Commerce Platforms: Embracing digital trends, Berger Paints also offers its products through online platforms. This includes their website and third-party e-commerce sites, catering to the growing preference for online shopping.
- Direct Sales to Large Customers: For industrial and large-scale commercial clients, Berger Paints employs a direct sales approach. This ensures that large customers, such as construction companies and industrial clients, receive tailored services and bulk product offerings.
- Dealer Network and Franchises: The company has a strong dealer network and offers franchise opportunities, which helps expand its reach and market penetration. Dealers and franchisees receive support and training to represent and sell Berger’s products effectively.
- Partnerships with Professional Contractors and Designers: Berger Paints collaborates with professional painting contractors, interior designers, and architects. These partnerships help promote their products for various projects and gain recommendations from these professionals.
Berger Paints Pricing Strategy
The pricing of Berger Paints is affordable and comparatively less than some of its closest competitors in the industrial paints category, like Asian Paints and Nerolac.
For example, for a 100-125 sq. ft. area, Primer by Berger Paints costs Rs. 1880. But for the same area, it will cost Rs.1980 in Asian Paints and Nerolac.
The rate of Primer by Berger Paints is Rs. 65/Litre. Asian Paints and Deluxe are labeled at Rs. 70/kg and Rs. 68, respectively. The rate of wall putty is marked by Berger Paints at Rs. 60 /Kg, whereas Dulux and Asian Paints price it at Rs. 68 /Kg and Rs. 70/Kg respectively.
One of the best products By Berger Paints is Berger Easy Clean luxury acrylic emulsion only. One liter of Berger Easy and clean emulsion costs between Rs. 434 And Rs. 362 on e-commerce sites like Snap Deal. The most popular product by Asian Paints, on the other hand, is Asian Paints Royale Luxury Emulsion- Gold Standard, labeled at a much higher price of Rs. 4,004.
Berger Paints employs several business strategies and a multifaceted pricing and distribution strategy to cater to a diverse customer base and maintain its competitive edge. Here’s an analysis of their approach:
- Competitive Pricing: Berger Paints sets its prices in line with industry standards, ensuring it remains competitive with other key players in the market. This strategy is crucial in retaining and attracting customers in a highly competitive industry.
- Value-Based Pricing for Premium Products: For their premium and specialized products, such as advanced exterior coatings or designer interior paints, Berger adopts a value-based pricing model. These products are priced higher due to their superior quality, durability, and specialized features.
- Economic Pricing for Basic Range: For their basic range of products, such as standard interior and exterior paints, Berger offers more economical pricing. This approach caters to budget-conscious consumers and helps penetrate the mass market deeper.
- Dynamic Pricing Based on Market Factors: Berger Paints adjusts its prices in response to changes in raw material costs, economic conditions, and market demand. This active pricing strategy ensures the company remains profitable while adapting to market fluctuations.
- Tiered Pricing Strategy: Recognizing the varied needs of its customer base, Berger implements a tiered pricing strategy. This includes offering different price points for other product lines, from basic to premium, allowing customers to choose products that fit their budget and requirements.
- Promotional and Seasonal Discounts: To stimulate demand and attract customers, Berger Paints occasionally offers promotional pricing, including discounts, bundle offers, and seasonal sales. These promotions are effective in increasing sales volume and market share.
Berger Paints Promotion Strategy
The company compares its performance with its closest competitors to gauge its position in the market. The company’s strategy is to select the target market and position its product with the help of product differentiation, service differentiation, and image differentiation of brands. This helps to capture the market by providing better quality, newer, and innovative products at a reasonable price.
Television is essential for advertising its products, especially the high-end emulsions. It aims to focus on its product range for emulsions and improve its supply chain across villages and small towns.
The company has undertaken various philanthropic activities as part of its Corporate Social Responsibility (CSR) goal and improved its brand image.
Some Recent Video ads and Print ads of Berger Paints are:
Express Painting Matlab Sab Easy | Berger Paints India – YouTube
Berger Paints | Homeshield Dampstop Advanced 2023 – Hindi 30 secs HD – YouTube
Berger Paints Advertisement in Newspaper – Advert Gallery Collection
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