Case Study on Marketing Strategy of Berger Paints

Updated on: Jul 17, 2024

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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Quick Read

 

The marketing strategy of Berger Paints focuses on innovation, brand engagement, and digital transformation to promote its brand. The company’s strategy is to choose the target market and place its product using various techniques like service differentiation, product differentiation and more.

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Berger Paints is a force to be reckoned with in the Indian market. As the country’s second-largest paint company, they’ve established themselves as a leader in quality and customer satisfaction. Their core values – performance, customer focus, ethical practices, and valuing people – resonate throughout their operations.

This case study covers details about the marketing strategy of Berger Paints. We’ll explore the creative campaigns they’ve launched, their approach to social media engagement, and how they’ve leveraged the power of the digital landscape to solidify their brand presence.

So, buckle up and get ready to see how Berger Paints has painted the town red – and every other colour imaginable!

P.S. For those interested in diving into the intricacies of strategies for companies like Berger Paints, pursuing a PGDM in digital marketing can provide the necessary skills and insights.

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Berger Paints Case Study – About the Company

Marketing Strategy of Berger Paints - Berger Paints brand logo

Source: Google

Berger Paints, a renowned name in Indian households, has a storied history dating back to 1923. Their mission is clear: to consistently innovate and deliver top-notch paint products that not only enhance the aesthetics of a space but also ensure long-lasting durability. Berger Paints’ commitment to quality and a diverse product range has cemented its position as a leader in the Indian paint industry.

Interestingly, the company’s roots trace back even further, to 1760 with the founding of Lewis Berger. Though integrated into various business lines in 1923, the Berger Paints name has endured. Headquartered in Kolkata, Berger Paints has expanded its reach beyond India, establishing a presence in five countries. Their well-established distribution channels ensure their products are readily available throughout India, while their international operations span Nepal, Poland, Russia, and Bangladesh. Interestingly, Berger Paints India operates a production facility in Krasnodar, Russia.

Berger Paints’ achievements are impressive. They’ve held the title of market leader in Indian industrial paint for over 45 years. Additionally, they rank among the top four paint companies in Asia for architectural coatings and are recognised as one of the top 14 paint companies globally. This dedication to innovation is evident in their rise from the 24th spot to the 15th spot in just one fiscal year (2016). Berger Paints continues to push boundaries, providing cutting-edge paint solutions for their customers. Their commitment to innovation and market leadership makes them an excellent case study for those pursuing a digital marketing course in India.

 

Burger Paints Case Study – What’s New With the Brand?

  • Revenue: Berger Paints reported revenue of ₹7,000 crore for the fiscal year 2023 [Source: Berger Paints Annual Report 2023].
  • Market Share: Berger Paints holds a significant share in the Indian paint market, commanding approximately 19% [Source: CRISIL Report 2023].
  • Employee Strength: Berger Paints employs over 3,000 people across its operations [Source: Berger Paints Annual Report 2023].

To understand the latest trends and technology for companies like Berger Paints, enrolling in the best digital marketing course online can help you study and evaluate this information from a marketing perspective.

Business News

Berger Paints announced the acquisition of a leading paint manufacturer in Southeast Asia, aiming to expand its international footprint [Source: Economic Times, June 2024].

Product Launch

Berger Paints launched a new range of eco-friendly paints under the brand name ‘Green Horizon,’ focusing on sustainability and environmental responsibility [Source: Berger Paints Press Release, April 2024].

Marketing News

Berger Paints rolled out a digital marketing campaign titled ‘Colours of India’ to celebrate the cultural diversity of the country and promote its new colour palettes [Source: Marketing Week, May 2024]. For those interested in learning to about how these news can impact the formulation of one’s marketing strategy, enrolling in online marketing courses in India will help you gain insights for the same.

Celebrity News

Bollywood actor Ranveer Singh joined Berger Paints as the brand ambassador, bringing a fresh and dynamic appeal to the brand [Source: Times of India, March 2024].

 

Buyer Persona

A buyer persona helps describe the characteristics of a company’s target market. Here’s a detailed breakdown consisting of the motivations, interests, pain points, and social media of the company’s target audience.

Buyer’s Persona

Name:

Anand Pratab

Place:

Mumbai

Age:

28 years

Profession:

Interior Designer

Motivation

  • Looking for paint solutions that are high-quality, durable, and aesthetically pleasing
  • Interest in eco-friendly and sustainable products

Interest & Hobbies

  • Home improvement, interior design, and DIY projects

Pain Points

  • Finding long-lasting and easy-to-apply paint
  • Balancing cost with quality and sustainability

Social Media Presence

  • Active on Instagram, Facebook, and Twitter, engaging with customers through interactive content and promotional offers

After studying this breakdown in detail, it’s no surprise that the marketing strategy of Berger Paints involves leveraging the use of social media platforms like Instagram and Facebook to implement their campaigns. Here, the company can feature interior design and DIY projects that match its target audience. For those interested in enhancing their social media and networking skills, attending a free LinkedIn Essentials Masterclass can provide valuable insights and training.

 

Marketing Mix Elements Used While Formulating the Marketing Strategy of Berger Paints

Understanding how companies craft their marketing strategies is crucial for anyone interested in the field. One key concept is the marketing mix, a framework that analyses a company’s approach across four key areas, often referred to as the ‘4Ps’: Product, Price, Place, and Promotion.

In the next section, we’ll delve into Berger Paints’ marketing mix strategy. We’ll explore how they leverage each ‘P’ to create a winning formula and establish themselves as a leader in the paint industry.

1. Product Strategy of Berger Paints

Berger Paints, a leading manufacturer in India, has established a strong product strategy focused on two key categories: decorative and industrial paints. This approach ensures they cater to a wide range of customer needs within the marketing mix.

Berger Paints offers a vibrant selection of decorative paints, perfect for beautifying homes and interiors. Their well-known brands include Berger Silk, Easy Clean, and Berger Luxol HiGloss, providing solutions for various preferences and budgets. Popular choices like Bison cater to everyday needs, while Weathercoat All Guard and Weathercoat Floor Protector offer specialised protection for different surfaces.

Berger Paints goes beyond aesthetics with its industrial paint category. This segment caters to functional requirements in various industries. They offer a range of specialised coatings, including GI & Automotive coatings, powder coatings, and protective coatings. These ensure durability and protection in demanding environments.

Marketing Strategy of Berger Paints - Berger Paints Products

Source: Google

By focusing on both decorative and industrial segments, Berger Paints has established a comprehensive product strategy that caters to a diverse clientele. Their commitment to innovation ensures they continue to develop high-quality solutions for homes, businesses, and industries. This makes the product a very important part of Berger Paint’s marketing strategy. For those looking to enhance their skills in understanding such strategies used to promote a product, enrolling in a free top paying skills course will help you develop the required skill set

2. Price Strategy of Berger Paints

Berger Paints caters to a wide range of customers by employing a diverse pricing strategy for its extensive product portfolio. Their wall coatings, for example, offer a variety of options to suit different budgets. This includes budget-friendly choices like their Acrylic Emulsion starting at Rs 140 per litre, all the way up to their premium Silk Luxury Emulsions at Rs 430 per litre.

Despite the range in prices, Berger Paints maintains a commitment to high quality across its product line. Their offerings are well-regarded within the industry, competing effectively with established brands like Bison Emulsion, Walmasta, and Luxol Higloss paints.

Berger Paint’s marketing strategy understands that convenience is also a key factor for customers. This is reflected in their competitively priced ‘Express Painting’ option, a perfect solution for those seeking a quick and easy painting solution. Similarly, their industrial solutions are offered at reasonable prices, with costs adjusted based on the level of customisation required. By providing a variety of pricing options, Berger Paints ensures there’s a solution for everyone.

3. Place & Distribution Strategy of Berger Paints

Berger Paints operates a vast distribution network comprising more than 160 stock sites, serving over 25,000 dealers. This underscores the effectiveness of its distribution strategy within the marketing mix. Additionally, a dedicated sales team is available at all locations to offer expert advice and consultation on paint solutions.

Berger Paints’ products travel a well-defined path to reach customers. They are first manufactured and then shipped to warehouses. From there, they are distributed to sales offices, which handle bulk orders from institutions and corporations. Finally, dealers and retailers receive the paint, making it available to individual consumers.
.

Marketing Strategy of Berger Paints - Berger Paints Shop

Source: Google

4. Promotion & Advertising Strategy of Berger Paints

Berger Paints’ marketing mix promotional strategy has traditionally emphasised aggressive marketing. The company relies extensively on advertising as a promotional strategy.

It launches multiple marketing campaigns to promote its newer and innovative products, alongside various sales campaigns aimed at fostering loyalty among merchants and painters, crucial for driving sales. This is why promotion is very important when formulating Berger Paint’s advertisement strategy.

Marketing Strategy of Berger Paints - Berger Paints Brand Promotion

Source: Google

Berger Paints has actively engaged in green belt development initiatives and implemented various infrastructure development projects around its manufacturing facilities. Hence, this concludes the marketing mix of Berger Paints.

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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 - Berger Paints Ad campaign

Source: Google

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

Now, let’s take a look at the brand ambassadors involved in Berger Paints’ 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. This approach has proven to be a successful Berger paint advertisement.

Marketing Strategy of Berger Paints - Katrina Kaif as Brand Ambassadors

Source: Google

These brand ambassadors have helped Berger Paints 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.

For more insights into how brands like Berger Paints succeed, examining digital marketing case studies can be very informative.

 

Berger Paints Marketing Strategy: Digital Edition

The following components are utilised to formulate Berger Paint’s Marketing Strategy:

SEO Strategy: Berger Paints optimises its website and content for search engines, targeting keywords related to paint products, home improvement, and eco-friendly solutions to ensure high visibility. This is a crucial part of the marketing strategy of Berger Paints.

SMM Strategy: Berger Paints actively engages its audience on social media platforms, sharing user-generated content, DIY tips, and product promotions, fostering a strong online community. This forms a significant aspect of the Berger Paints marketing strategy.

E-commerce Strategy: Berger Paints’ online store offers a seamless shopping experience with detailed product information, virtual room painter tools, and easy payment options, enhancing customer satisfaction. For those looking to understand such comprehensive strategies, digital marketing courses in Navi Mumbai can provide valuable insights and training.

Mobile App: The Berger Paints mobile app provides users with tools like colour visualisers, project planners, and access to exclusive deals, improving customer engagement and convenience.
Influence Marketing Strategy: Berger Paints collaborates with interior designers, DIY influencers, and celebrities to promote its products, reaching a broader audience and enhancing its brand image.

 

Marketing Strategy of Burger Paints That Help in Formulating Marketing Campaigns

Berger Paints have led numerous campaigns with their brand ambassadors and had quite fabulous responses. The company promotes its products through various marketing campaigns.

Diwalipanti – A Marketing Campaign of Berger Paints

Diwalipanti’s 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 strategy of Berger as a whole had a huge response.

For those interested in learning how such successful campaigns are crafted, exploring digital marketing courses in South Delhi can provide valuable insights and skills.

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.

Berger Paints Brand Campaign - Marketing Strategy of Berger Paints | IIDE

Source: Google

As seen in the image above, in this campaign, users were invited to solve a puzzle for a chance to win exciting prizes by sharing their scores with their social media connections. This initiative resulted in significant engagement across all social media platforms.

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

 

Marketing Strategy of Berger Paints That Failed

Berger Paints launched a campaign that aimed to celebrate diverse cultural festivals across India by showcasing vibrant colours and festive themes. The campaign featured various cultural symbols and practices intended to highlight the richness of Indian traditions.

Issue: Berger Paints faced backlash for a campaign that was perceived as insensitive to certain cultural sentiments.

Backlash: The campaign led to significant negative feedback on social media, impacting the brand’s image.

Response: Berger Paints issued a public apology, withdrew the campaign, and committed to more culturally sensitive marketing practices in the future.

 

Top Competitors That Influence Berger Paints’ Marketing Strategy

Many players in the paint industry influence the marketing strategy of Berger Paints. Some of them are:

  • Asian Paints: Known for its extensive range of high-quality paints and strong market presence in India.
  • Nerolac Paints: Offers a wide variety of paint products with a focus on innovation and sustainability.
  • Dulux Paints: Renowned for its premium quality paints and global presence.
  • Indigo Paints: A fast-growing company known for its innovative products and aggressive marketing.
  • Shalimar Paints: One of the oldest paint companies in India, known for its reliable and durable products.

Many people from Nashik are interested in learning about the impact of competition on a company like Berger Paints’ digital marketing strategy. This has resulted in a surge in demand for digital marketing courses in Nashik.

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Conclusion

This Berger Paints case study dives into the company’s marketing strategies. We explored how they leverage a strategic mix of digital and offline channels to raise brand awareness and customer engagement.

Berger Paints excels in the digital space, but the case study emphasises the importance of continuous adaptation. As marketing landscapes evolve, Berger Paints needs to keep its strategies fresh and relevant to maintain its competitive edge.

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.

 

Learning From Other Brands

In comparison, the marketing strategy of Ross Dress for Less focuses on offering quality products at discounted prices, which has helped the brand attract cost-conscious consumers and maintain a strong presence in the retail market.

Similarly, the marketing mix of Jollibee leverages its unique Filipino flavours and strong customer service, showcasing how cultural relevance and effective operations can drive customer loyalty and market leadership.
Additionally, the marketing strategy of Dunkin’ Donuts emphasises convenience and product variety, while also highlighting opportunities for growth through digital innovations and loyalty programs. These examples illustrate how effective branding and targeted marketing initiatives can foster brand loyalty and industry leadership across various sectors.

FAQs About Berger Paints Marketing Strategy

Q1. What is the marketing strategy of Berger Paints?

Berger Paints' marketing strategy focuses on innovation, customer engagement, and a strong digital presence.

Q2. How does Berger Paints use digital marketing?

Berger Paint’s marketing strategy uses SEO, social media engagement, e-commerce strategies, and a mobile app to reach and serve its customers.

Q3. What are some popular Berger Paint products?

Some of Berger Paint’s popular products include the Green Horizon eco-friendly range and Silk Glamor luxury emulsions.

Q4. Who is Berger Paints’ target market?

Consumers seeking high-quality, durable, and aesthetically pleasing paint solutions form a part of Berger Paint’s target audience.

Q5. What are Berger Paints’ most notable advertising campaigns?

One notable Berger Paint’s marketing strategy, the “Har Ghar Kuch Kehta Hai” campaign connected emotionally with consumers by showcasing real-life scenarios.

Q6. Who are the main competitors of Berger Paints?

Asian Paints, Nerolac Paints, Dulux Paints, Indigo Paints, and Shalimar Paints are among the primary competitors in the market. Berger Paint’s marketing strategy has to be carefully formulated keeping this competition in mind.

Q7. Has Berger Paints faced any failed campaigns?

Yes, Berger Paints faced backlash for a campaign perceived as culturally insensitive, leading to a public apology and withdrawal of the campaign.

Q8. What is Berger Paints’ mission?

This company aims to consistently innovate and offer high-quality products that enhance the aesthetics and durability of surfaces.

Q9. What motivates Berger Paints’ target audience?

This company’s target audience seeks high-quality, durable, and aesthetically pleasing paint solutions with eco-friendly options.

Q10. What is the latest business news about Berger Paints?

Berger Paints announced the acquisition of a leading paint manufacturer in Southeast Asia.

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Aditya Shastri

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]

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