I

BRAND AUDIT BERGER PAINTS

 Group members:
 1. Syed Maaz Ali.
 2. Syed Muhammad Fahad.
 3. Muhammad Haseeb Siddiqui.
Mission statement.

 We will stay in the forefront of innovation and

technological development in the paint
industry.
HISTORY.
 Chemically formulated paints first appeared in
the 18th century in Europe.
 The first to manufacture chemical paint was a
German colour chemist, Lewis Berger IN 1970.
Description and Usage.

 Berger is a paint manufacturing company.

 Paint, today, is an axis that cuts across

polymer chemistry, aerodynamics,
metallurgy, architecture and engineering
touching almost every point of modern
science and technology.
SWOT ANALYSIS
Strength

 Strong brand image.

 Experienced top management.
 Global experienced of Berger.
 Strong market share.
 Good profitability.
 Strong solvency.
 Wide distribution of network.
 Satisfactory MIS.
Weakness

 Exposed of currency risk.

 Semi automated plant needing.
 Human intervention.
 Concentrated ownership pattern.
 Poor internal capital generation.
Opportunities

Increasing demand on paints.

Growing market.
Backward image for value addition.
Full automation scope.
Threats

 Emergence of competitors.
 Credit driven market.
Pricing strategies

 The fierce competition has also made the

industry highly price competitive. Most of the
competitors consider pricing as one of the
major marketing tools.

 The price strategy of Berger is to offer a high

quality product at a competitive price. They
set its price in relation to the value delivered
and perceive by the customer.
MARKET SHARE.
 Overall
 51% | Asian Paints
 18% | Berger Paints
 17% | Narolac paints
 Decorative segment
 58% | Asian Paints
 19% | Berger Paints
 10% | Narolac Paints
 Automotive and general industries
 48% | Narolac Paints
 20% | Asian Paints
 13% | Berger Paints
OPERATIONS
 Berger paints as if in December 2009 have 7
Plants
 80 depots | 10,000 retailers.
PORTFOLIO

 Enamels
 Interior Wall Coatings
 Exterior Wall Coatings
 Wood Finish
COMPETITOR | ASIAN PAINTS
Products: Brands:

 Interior wall paints  Utsav

 Exterior wall paints  Apex Ultima

 Doors and window  Wall Fashion

paints
 Royale
 Furniture paints
 Colour Next
 Metals paints

 Industrial coatings
TIE-UPS

• Joint venture with Becker Industries.

• Berger allied with the Japanese major Nippon Paints to boost its
turnover

• Agreement with Orica Australia Pvt. Ltd. to produce new

generation protective coatings.

• Tie-ups with Valspar Corp and for manufacturing heavy duty

and powder coatings.
CELEBRITY ENDORSEMENTS

 There are no celebrity endorsements

undertaken by Berger paints whereas Asian
paint’s (market leader) Royale is endorsed by
Bollywood actors Saif Ali and Soha Ali Khan.
Brand mantra
 Paint your imagination
Berger paints Customer knowledge:
 Royal | Quality | Expensive | Variety