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Case Study on Marketing Strategy of Berger Paints

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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 colorful 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 Marketing Strategy of Berger Paints, along with its advertising campaigns, social media strategy, digital presence and competitor analysis. Without further ado, let us begin with the case study.

 

Digital-Marketing-MasterClass

About Berger Paints 

 

Berger Paints brand logo - Marketing Strategy of Berger Paints | IIDE

The company had its colorful 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: 

A marketing mix is a set of components at a company that can influence its customers to purchase its products. Berger Paints makes use of the 4 Ps (product, price, place, and promotion) of the marketing mix. 

Let’s have a look at each one of them in the coming section. 

 

1. Product Strategy of Berger Paints

 

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.

Berger Paints Products - Marketing Strategy of Berger Paints | IIDE

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.

 

2. 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.

 

3. Place & 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. 

Berger Paints Shop - Marketing Strategy of Berger Paints | IIDE

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.

 

4. Promotion & Advertising 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.

Berger Paints Brand Promotion  - Marketing Strategy of Berger Paints | IIDEBerger Paints Brand Promotion  - Marketing Strategy of Berger Paints | IIDE

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 of Berger Paints

 

Marketing Strategy of Berger Paints

 

Berger Paints marketing strategy 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.

Berger Paints Ad campaign - Marketing Strategy of Berger Paints | IIDE

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 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.

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

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

  • Diwalipanti

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. 

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

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.

Check Berger Paints – Berger Diwalipanti Dobara – Contest Video – 2015 conducted by Berger Paints.

 

  • Safety Bhari Khushiya

 

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

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

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.

Check this cool and funny Berger Paints ads campaign 

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

 

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 of Berger Paints – 

Facebook

Berger Paints Social Media Facebook - Marketing Strategy of Berger Paints | IIDE

 

Instagram

Berger Paints Social Media Instagram - Marketing Strategy of Berger Paints | IIDE

 

Twitter

Berger Paints Social Media Twitter - Marketing Strategy of Berger Paints | IIDE

 

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. 

 

Competitors 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
  • Kansai Nerolac Paints Ltd
  • Asian Paints

 

  • 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:

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 is innovating to better meet client needs.

 

  • 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% market share, with the remaining 45% 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.

 

Digital-Marketing-MasterClass

Conclusion

 

Berger Paints case study 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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