BERGER PAINTS

BBA II
SECTION G

GROUP MEMBERS

Ramsha Sohail
Hira Jaffar
Rabia Basar
Amber Manzoor
Hina zaidi

INTRODUCTION
In 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 .
TOP TIER
15ML
MIDDLE TIER
50ML
LOW TIER
55ML
CONSUMPTION

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

Berger also launched a new product Economy
Enamel.




PLACE

1) 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 issue

2) 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 tier
Low tier
Berger also divides its product range into eight
different divisions and these are:
Decorative division
Buildings chemical division
Protection products
General industrial products
Vehicle refinish products
Berger road safety
Automotive division
RESEARCH ,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 !