BERGER PAINTS

BERGER PAINTS

BBA IISECTION G

GROUP MEMBERS

Ramsha SohailHira JaffarRabia BasarAmber ManzoorHina zaidi

INTRODUCTIONIn Pakistan Berger started its operation in 1950.It became a public limited company in 1974. In 1993 Berger collaborated with Nippon Paints which enabled them to develop automotive paints.Berger is the first paint company in Pakistan to introduce LEAD-FREE paints. Acquired ISO 9000 certification and has upgraded to ISO 9001-2000 in the year 2004. In 2006 Berger started modern paint manufacturing plant in Lahore which enabled them to achieve the market leadership position in sales volume.

How competitive is the paint industry in Pakistan?

Paint industry of Pakistan has about 22 units in the organized sector and over 400 units in the unorganized sector.The paint consumption per annum of Pakistan is 120ml .400 manufacturers running behind a small piece of pie that is 120ml.Suggests that the paint industry of Pakistan is HIGHLY COMPETITIVE.Demand of paints was rising due to boom in the housing and construction sector. During July-March 2003-04, production of solid and liquid paints and varnishes grew by 53.7% and 36.5% Work going on to produce raw material locally ,it is expected that it will be available in next 4 years and this would result in further growth in the industry.Previous scenario.

MULTINATIONALS

NATIONAL PLAYERS

What marketing activities did Berger conducted under product, place and promotion in the year 2003-2004?

PRODUCTBerger re launched two of their products "Berger Durocem" and All rounder matt enamel".

Berger also launched a new product Economy Enamel.

PLACE

Model Shops:Fully decorate shops with a complete signage reserved for Berger only To maximize branding and attract customers to Berger.

2) Stall activity:The best place to catch a paint buyer is at paint dealer. it is the most accurate place to influence a customer.

PROMOTONS

1) Publications:Newsline magazine which considered as one of Pakistans most prestigious magazine, Berger has the back cover there. Promotion in The Friday Times weekly issue2) Direct mail shots.promotional scheme where a returnable coupon would entitle to the architect to a round trip to Bangkok with $500 to spend there.One flyer carries information about 2 products coupled with a unique or niche product

How has Berger segmented the paint market?Berger paints focuses on varying requirements of diverse groups of people or customers so its product range is divided into 8 different parts and these divisions are further divided into 3 main segments.Top tier Middle tierLow tierBerger also divides its product range into eight different divisions and these are:Decorative divisionBuildings chemical divisionProtection productsGeneral industrial productsVehicle refinish productsBerger road safetyAutomotive divisionRESEARCH ,QUESTIONNAIRES AND VIDEO.ICI does not use token in their top tier brand but Berger do.The biggest competitor of Berger according to the shop manager is ICI. ICI is preferred over Berger according to that manager .

We Are now open for any questions !