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Berger Paints: Colouring its Marketing Strategies – A Case Study

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Berger Paints is an Indian multinational paints company in India. They are also the second-largest paint company. The company offers quality-based colourful paints to the customers. The guiding principle of the company is its performance, customer priority, ethical practices, and valuing people.

In this case study, we’ll explore various aspects of the company’s marketing campaigns, social media strategy, and digital presence so without further delay let us begin with our case study.

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About Berger Paints

 

Marketing Strategy of Berger Paints - A Case Study - About Berger Paints

 

The company had its colourful beginning in 1760, founded by Lewis Berger. However, Berger Paints was integrated among its various lines of businesses in the year of 1923. 

Headquartered in Kolkata, it has its international presence in about 5 countries and countrywide distribution channels making them one of the well-established paint companies. The company is internationally located in Nepal, Poland, Russia, India, and Bangladesh. Berger Paints India has a production facility unit in Krasnodar, Russia. 

The paint company had also acquired Bolix SA of Poland, a provider of External Insulation Finishing Systems in Eastern Europe. 

Berger Paints has been a market leader in Indian industrial paint for over 45 years and is one of Asia’s top four paint companies in Architectural Coatings. It is also one of the top 14 paint companies in the world. 

The company rose to the 15th spot from the 24th spot in the previous fiscal year 2016, and it continues to provide innovative and cutting-edge paint products and services. 

Now that we know about Berger Paints as a company, let us now go through its marketing mix in the coming section.

 

Marketing Mix of Berger Paints

Marketing mix is a qualitative model which demonstrates the combination, core values and market conduct of a company. It helps to find the right balance and provide the right promotional opportunities for a product in the right channel based on four parameters, also known as 4Ps. The four parameters include product, price, place and promotion.

So let look at the marketing mix strategy of Berger Paints in the coming section.

 

Product Strategy of Marketing Mix

The product strategy of Berger Paints and its product mix is as follows:

Berger Paints is a popular paint manufacturer in India. Their product line is divided into two categories: decorative paints and industrial paints. In the marketing mix, these offerings make up the product strategy.

It also offers GI & Automotive coatings, powder coatings, and protective coatings under the Industrial Paints category.

 

Marketing Strategy of Berger Paints - A Case Study - Marketing Mix - Product Strategy Marketing Strategy of Berger Paints - A Case Study - Marketing Mix - Product Strategy

 

Berger Silk, Easy Clean, Berger Luxol HiGloss, Bison, Weathercoat All Guard, and Weathercoat Floor Protector are some of the well-known products in the ornamental market. Imperia, a water-based luxury paint, is also doing well, as are wood paintings

Thus, these are the product strategies handled by Berger Paints.

 

Price Strategy of Berger Paints

Due to its large portfolio, Berger Paints has a diverse pricing strategy. The wall coatings are also reasonably priced, ranging from Rs 140 per litre for Acrylic Emulsion to Rs 430 per litre for Silk Luxury Emulsions. 

Even though the price is modest, the quality has been maintained at a high level. In the industry, Bison Emulsion, Walmasta, and Luxol Higloss paints are highly regarded. 

 The Express Painting option is very reasonably priced and handy for customers. Industrial solutions are likewise quite reasonably priced, with prices varying depending on the level of customization.

 

Place and Distribution Strategy of Berger Paints

Berger Paints has a large distribution network with over 160 stock sites that deliver to over 25000 dealers. This demonstrates the marketing mix’s solid distribution strategy.

A professional sales team is present in all locations to assist customers by providing consultation on the painting solutions they require.

Berger Paints distribution chain runs from the factory to warehouses to sales offices to dealers to retailers to customers. Bulk customers, such as institutional developers and big corporate projects, are also dealt with by the sales offices.

 

Marketing Strategy of Berger Paints - A Case Study - Marketing Mix - Place and Distribution Strategy

 

Marketing Strategy of Berger Paints - A Case Study - Marketing Mix - Place and Distribution Strategy

 

Promotion Strategy of Berger Paints

Berger Paints’ marketing mix promotional strategy has traditionally emphasized aggressive marketing. It relies heavily on advertising as a promotional technique. 

To market its newer and innovative items, the corporation creates several marketing campaigns. It also runs numerous sales campaigns to maintain merchant and painter loyalty, which is critical for converting sales.

 

Marketing Strategy of Berger Paints - A Case Study - Marketing Mix - Promotion Strategy

 

Berger Paints have also participated in green belt development programs and implemented different infrastructure development activities surrounding its manufacturing units. Hence, this concludes the marketing mix of Berger Paints.

So, let’s dive into the marketing strategies led by Berger Paints.

 

Marketing Strategy of Berger Paints

The marketing strategy of Berger Paints uses a variety of techniques to promote its brand; it does aggressive marketing on TV by using guerilla marketing tactics such as relating its paints with the sky and also having brand ambassadors in place which leads consumers to be more interested in buying the products.

 

Marketing Strategy of Berger Paints - A Case Study - Outdoor Advertising

 

Advertising is a very important promotional strategy for the company. It draws consumers in with products and services that appeal to their tastes, basically works by creating an emotional bond between the advertiser and its audience. The company also comes up with various ad campaigns as their strategy to promote their newer and innovative products. 

Now let’s peek into the brand ambassadors of Berger Paints as a marketing strategy. 

 

Brand Ambassadors of Berger Paints

In recent years, Berger Paints has increased its focus on marketing its products using popular faces. It has signed popular celebrities such as Katrina Kaif, Kareena Kapoor, and Akshay Kumar to promote their products. 

 

Marketing Strategy of Berger Paints - Brand Ambassadors - Katrina Kaif

Marketing Strategy of Berger Paints - Brand Ambassadors - Kareena Kapoor

Marketing Strategy of Berger Paints - Brand Ambassadors - Akshay Kumar

 

These brand ambassadors have helped Berger Paints to increase its brand awareness and keep itself distinct from its competitors. 

Thus, this explains that this brand has a strong presence on social media platforms, so let’s examine the marketing campaigns led by Berger Paints in social media.

 

Marketing Campaigns of Berger Paints

Berger Paints have led numerous campaigns with their brand ambassadors and had quite fabulous responses. The company promotes its products through various marketing campaigns. Let’s learn about some of the great campaigns led by Berger Paints to attract its customers. 

 

Diwalipanti – A Marketing Campaign of Berger Paints

Diwalipanti campaign is unique, as it catered to several audiences with different preferences. Berger’s campaign aimed to create a creative platform that provided entertainment via a fun two-split microsite. This marketing campaign of Berger Paints as a whole had a huge response.

 

 

Safety Bhari Khushiya – A Marketing Campaign of Berger Paints

This campaign shows how this festive season you can bring in colours of happiness to the festival called life and light your house. Call Berger express painting to give your home a perfect makeover with safety services

 

 

Jaldi Karo – A Marketing Campaign of Berger Paints

The JaldiKaro campaign was kick-started on various social media platforms including Facebook, Twitter, and Instagram with the help of a series of entertaining and funny videos. It moreover stated the launch of ‘Express Painting’ with a microsite-based competition to generate buzz.

 

Marketing Strategy of Berger Paints - Marketing Campaign - Jaldi Karo

 

As you see from the above image in this campaign, the users had to solve a puzzle and get a chance to win amazing prizes by sharing their scores with their connections on social media. Therefore, this campaign has created a huge engagement rate on all social media platforms.

Thus, they have a strong presence on social media and therefore it comes up with innovative ideas to promote its brands that eventually leads them to huge sales in the market.

 

Digital Presence of Berger Paints

A digital presence is essentially the way your company appears online and how you maintain your brand across multiple social media platforms. Following is the social media presence of Berger Paints on Facebook, Instagram, and Twitter.

 

Social Media Overview of Berger Paints

 

Social Media Presence of Berger Paints

Facebook Instagram  Twitter
Marketing Strategy of Berger Paints - A Case Study - Social Media Presence - Facebook Marketing Strategy of Berger Paints - A Case Study - Social Media Presence - Instagram Marketing Strategy of Berger Paints - A Case Study - Social Media Presence - Twitter

 

As we see from the above images the company has a strong market base with a huge number of followers. Being one of the leading paint companies in India, it has a strong customer’s trust in the brand which creates a major impact on the company.

So, we learned about the presence of Berger Paints in the digital world. Next, we’ll see the competitors of Berger Paints.

 

Competitor of Berger Paints

Berger Paints being the second largest leading brand in India faces huge competition in the market. One of the major competitions is from the first leading company in India which is Asian Paints. 

Its chief competitors also include:

 

  • Shalimar Paints Ltd

Marketing Strategy of Berger Paints - A Case Study - Competitors - Shalimar Paints

Shalimar Paints was the first large-scale paint manufacturing operation in South Asia and thus has extensive industry knowledge. It has a large choice of decorative products in both the interior and exterior categories, as well as paints in all price ranges, so it can serve consumers from all walks of life.

 

  • Kansai Nerolac Paints Ltd

Marketing Strategy of Berger Paints - A Case Study - Competitors - Kansai Nerolac Paints

One of India’s leading coating companies and the market leader in powder and automotive coatings. Kansai Paint Company Limited is a subsidiary of Kansai, and Kansai’s technological edge has aided the company in innovating to better meet client needs.

 

  • Asian Paints

Marketing Strategy of Berger Paints - A Case Study - Competitors - Asian Paints

Asian Paints is India’s largest paint manufacturer and Asia’s third-largest. The company’s financials are solid. With its four subsidiaries, Berger International Limited, Apco Coatings, SCIB Paints, and Taubmans, Asian Paints has a substantial international presence. They have a lot of room for expansion, especially in the industrial paint area.

Berger Paints currently enjoys a 55 percent market share, with the remaining 45 percent held by other multi-national and local businesses. Competitors of Berger Paints sell their products a little bit expensive. For instance, Asian paints sell for Rs. 70 whereas Berger Paints sells them for Rs. 60 which is budget-friendly with good quality. 

This is how Berger Paints works in improving its products by managing its marketing strategies through various platforms of the digital world. 

Hence this concludes the marketing strategy, competitors, digital presence of Berger Paints. Let’s wind up with the final note. 

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Conclusion

This case study on Berger Paints clearly states all the marketing strategies that the company is using to spread awareness about its product and services and raise engagement with its clients using a suitable mix of digital media and offline marketing strategies to overcome this problem. It has a strong Digital Marketing strategy but they have to keep evolving their strategies with time to make them relevant. The company needs to maintain their reputation and keep doing the amazing work they are already doing. 

Are you wondering how you can learn such skills, then you are in the right place, IIDE conducts free Digital Marketing MasterClasses every week. Here’s your chance to Digitally upskill yourself. 

Thank you for reading this blog. Do let us know what you think Berger Paints needs to incorporate in their marketing strategies to give their users a seamless experience.

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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