Marketing Report on:

Berger Paints Pakistan Limited

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 TABLE OF CONTENTS

S.NO TOPICS PAGE

NUMBERS
1 COMPANY DESCRIPTION 3

2 SWOT ANALYSIS 4

3 PRODUCT DESCRIPTION 6

4 PRODUCT LINE & PRODUCT MIX (WITH PLC ANALYSIS) 7

5 COMPETITOR ANALYSIS 8

6 MARKET SEGMENTATION 9

7 TARGET MARKET 10

8 PRICING STRATEGY 10

9 PROMOTION STRATEGY (& POSITIONING) 11

10 PLACE (MARKETING CHANNELS/DISTRIBUTION STRATEGY) 12

11 CONCLUSION 12

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Company Description:

The auspicious journey of Berger Paints Pakistan LTD began in 1950 in Pakistan. It was

the first paint manufacturing company in Pakistan to offer Imported premium products from

United Kingdom.

It is one of the leading manufacturing company in Pakistan. In 1974 it became a public

limited company with 49.38% shares being held by Pakistani Investor while the rest 50.62%

shares were held by the Parent company based in United Kingdom known as Jenson &

Nicholson Limited. Later in 1991 a U.K based company Slotrapid Limited attained the control of

Berger Paints Pakistan by the acquisition of 50.62% shares. In 1955 it constructed its first local

manufacturing facility in Karachi. The company extended its production when the demand of

quality increased due to the expansion of country’s economic and industrial sector.

Years later Berger paints constructed its state-of-the-art facility in Lahore in 2006, which

gave the company an upper hand over its competition whilst enabling it in meeting the demands

of its costumers all across Pakistan. Consistent quality has always been the core focus of the

company. This has become a thriving factor in enabling the company in becoming one of the

leading Brand name with the help of its imported premium quality all across Pakistan. Because

of its enhanced technologies, product quality and customer services the company has earned a

keen reputation and trust in eyes of its customers. In spite of many challenges the company has

thrived in becoming one of the leading Pakistan’s paint industry.

The employees have a core focus on achieving and maintaining the company’s Vision

and Mission Statements, which are;

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Vision Statement:

“We will become the leading paints and associated products manufacturing and marketing

company in Pakistan ensuring best returns to our investors & highest customer satisfaction.”

Mission Statement:

 We will lead by innovative ideas and technological development in the paints and

associated products in Pakistan ensuring efficient utilization of resources yielding high

returns.

 We will ensure the highest level of commitment to achieve best quality products and

services.

 We will vigorously promote and safeguard the interests of employees, shareholders,

business associates & all other stakeholders.

 We will act as a good corporate citizen ensuring service towards community and shall

focus on environment, health and safety.

S.W.O.T Analysis:

S.W.O.T Analysis of Berger Paints Pakistan Limited is discussed Below:

1. Strength:

i. Dedicated efforts of experienced and efficient management team.

ii. High quality environment pollution free products and huge range of products and

color varieties.

iii. Most updated technology-based production system.

iv. Company reputation and good will.

v. With nearly one-fifth market share and is ranked one of the top reputable

organization

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2. Weakness:

i. Berger Paints depends on one segment heavily for its maximum revenue and that

is the decorative segment. This is not a long-term strategy and high growth rate

cannot be sustained for long.

ii. Other paints manufacturers have conveniently targeted a unique segment which

gives high margin through their new and unique initiative. BPPL paints needs

such initiative to get in touch with their customers and have better sales and brand

equity

iii. High level of lead found leading to negative publicity

3. Opportunities:

i. Government policy of encouraging infrastructure development and private sectors

development

ii. Adding more value in products and services than the competitors.

iii. New products launch and innovation with changing trends

iv. Usage of paints in Pakistan households is very low. There is a high possibility of

growth in this factor. Also, due to developing cities there is a growth in demand

for paint.

4. Threat:

i. Changing government laws may lead to new companies in this sector. That means

an increase in competition.

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 ii. There is stiff competition amongst the top three Berger paints, Master Paints and

Nippon Paints. Amongst these, Berger paints seems to be left behind resulting in

penetrative pricing and lesser margins. This is a threat to BPPL.

Product Description:

Berger Paints Pakistan Limited “TRUSTED WORLD WIDE” is a prime quality

interior emulsion paint specially designed to produce a lasting classy and an enticing finish.

 It has an ability to neutralize formaldehyde and clean in-door air quality along with

antibacterial activity.

 Excellent dirt resistance and interior sturdiness that simply outperforms different

common interior emulsions.

 Very low VOC (Volatile Organic Compound) with wonderful wash-ability and simple to

scrub.

Some of the astonishing utility of Berger Paints are;

1. Easier application

The company’s top-quality paints have better leveling and tend to go on more evenly;

also, the brush and roller marks tend to flow out and become unnoticeable.

2. Stain resistance

The company’s paints tend to have better grime and dirt resistance and keep dirt from

sinking in, which makes it easier for cleaning.

3. Scrub resistance

These paints are tougher and usually can withstand scrubbing without the surface being

damaged

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 4. Fade resistance

To ensure that the color stays just as their customers want it, the company uses a high-

quality 100% acrylic latex paint. These paints maintain their fresh appearance for years.

Berger Paints pricing varies differently according to their different types of products for

example the price of its VIP Plastic Emulsion to Silk Emulsion varies from 553 to 863 per

Quarter, 990 to 2982 per Gallon and 3,574 to 11,690 per Bucket respectively.

The keen difference between Berger Paints Pakistan LTD and other paint manufacturers

is that the company’s products are entirely based on its long-lasting fresh appearance and

affordable pricing which ensures its customer satisfaction.

Product Line:

BPPL’s Product line falls into different products based on their business lines such as

Decorative business, Automotive business, general industrial finishes, powder coatings,

protective coatings, Vehicle refinishes, Road safety, Government and Marine, Construction

chemicals and printing inks these products have difference in variations respectively

Product Mix:

Their product mix is on the basis of the difference in variations of their products such as

Width is Decorative business lines, Automotive business, general industrial finishes, powder

coatings and etc.

Depth is the variations of each product such as Decorative Business line has Vogue Series,

Interiors, Exteriors, NU Series, Wood & Metal, Timber-coat Range and Ancillary Products

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Length is that there are ten business lines in the company and 47 different variations in total and

at least 3-7 products are included in all business lines.

PLC Analysis:

PLC (Product Life Cycle) Analysis of any BPPL’s product somewhat depends upon the

condition of the weather of any area. In general, any unopened cans of paints can last up-to 10-

15 years, Idle Latex paints and water based acrylic paints can last up to 9 to 10 years and the life

cycle of an alkyd and oil-based paints can last up to 14 to 15 years.

Berger Paints Pakistan Limited products can exceed more than 10 to 15 years depending

on quality of the products. Especially the ones belonging to exterior sections.

Competitor Analysis:

Currently there are Four chief competitors of BPPL paints which are Nelson Paints,

Master Paints and Nippon Paints and Brighto Paints. BPPL completely understands the strength

of its competitions and their marketing strategies. With the urbanization in place the demand for

paint products have increased due to which BPPL’s competition gets tougher by the day.

With the help of enhanced technologies and new variations in their products BPPL

ensures that their marketing strategies are well grounded in order to capture a wide fraction of

potential customers and also to keep a trust of their products in the eyes of their current

customers.

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Marketing Segmentation:

BPPL’s Marketing Segmentation is based on its business through the year. Usually

Summer and Winter are the peak seasons for the company as well as for any other paint

manufacturer. The time period from October to June are peak seasons and from July to

September are the lean Seasons for the any paint manufacturers in Pakistan.

Berger Paints Pakistan Limited have applied following marketing segmentations;

 Demographic Segmentation

 Geographic Segmentation

 Behavioral Segmentation

Demographic Segmentation

Demographically they focus on family segmentation and their incomes, the company

conducts an analysis based on families belonging from lower to middle to upper classes and

those who starts anew.

Geographic Segmentation:

Geographically the focus of the company is entirely based on the weather conditions

which can varies from summer to winter in different areas and especially those places where

impact of sun rays is highly affected.

Behavioral Segmentation:

The company focuses on those potential customers who are brand conscious and keeps a

keen eye towards high quality of products and their long-lasting fresh appearance.

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Target Market:

The company has separated its market based on the behavioral factors of its current and

potential customers. These factors enable the company to assemble a group of customers based

on their requirements. The company also keeps in focus the quality and services of their products

which are the important variables in the eyes of their customers.

Following are some of the BPPL’s target Market;

 Residential

 Commercial

 Institutional

 Industrial

 Governments

Pricing Strategy:

BPPL’s pricing strategy can be stated as; “Offer high quality product which justify the

high price.” BPPL always keep discounts in mind for their dealers and retailers while setting

pricing strategies. The company supplies its product to its dealers based on these discounts.

According to these factors the company has following pricing strategies;

 Factory Price

 Dealer Price

 Maximum Retail Price

 Sale Strategy

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Promotional Strategy:

The company’s unique selling point “Trusted World Wide” has become very familiar to

its customers is one its selling propositions also the company has participated in many different

events and had done CSR activities such as;

 Painting wildlife murals on the walls of Karachi Zoological Garden

 Started a campaign known as Truck Art Child Finder, by painting the portraits of

missing children at the back of the trucks.

 Collaboration with the NGO known as I AM KARACHI

 Sponsoring in the event of Rang de Kohat

 Wall painting activities in Lahore, Karachi and Islamabad

Position Strategies:

The company create such positioning strategies to occupy distinctive places in the minds

of its customers.

BPPL has applied following positioning strategies;

1. Product Differentiation:

The company provides high standard quality products with durable and long-lasting fresh

appearance and with the difference in variations of color shade, size of their container

and etc.

2. Service Differentiation:

Any service providing company tends to make sure that their services are unique and

better in each and every way as compare to their competitors. Berger Paints provide

following services which differentiates it from its competitors such as;

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  Online Ordering

 Home Delivery with expert painters

3. Image Differentiation:

The company undertakes a strong marketing strategy to create high brand image to attract

a huge amount of potential customers

4. Media and Sponsorship:

The company uses main stream media for its promotion through advertisement and

different CSR activities

Marketing Mix/Distribution Channel:

The company has factories in 15 locations within Pakistan situated in in three major cities

of the country. Its Dealer locators are present in more than 100 locations in Pakistan. All

locations have dedicated sales team to service its customers.

Conclusion:

Berger Paints Pakistan is one of the leading paint company. It claims to employ most

advanced and prudent principles in its working. The core focus of Berger paints is to enter in to

one of the top five categories of the Paint Manufacturing Companies in the world by leveraging

its experites in the expansion of the growing market. The Company also intends to build a long-

term worth in the industrial coating business by alliancing with international partners.

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