Berger Paints

G R O U P – 1

M B A 2 0 0 0 2 – A B H I S H E K K AT H U R I A

M B A 2 0 0 6 2 - A D W I T I Y S H U K L A

M B A 2 0 0 7 4 - D E B O P RY O R O Y

M B A 2 0 0 7 7 - G O V I N D K U M A R S I N G H

M B A 2 0 0 9 1 - P R A N AV PAT I L
Introduction

1) About the Industry

 Two major segments – Decorative and Industrial Paints

 Decorative paints - Exterior and Interior wall paints, Enamel and

Ancillary products and wood finishes

 Industrial paints - Automotive, powder and protective coatings

 Asian paints is the largest palyer, capturing 39% of the market

share.
 About Berger Paints
• Berger paints was established in the year 1760 in the United Kingdom and 1923 in India.

•  Berger paints is the 2nd largest paint company in India with a market cap. of Rs. 78
thousand Crore.

•  It has an annual sales turnover of Rs. 25 lakhs and revenue of Rs. Six thousand crores on
a consolidated basis.

•  Berger offers all varieties of painting clarifications in decorative, industrial, or marine

segments for decorative and protective purposes.  

Mission: 

To maximise shareholder value by developing and delivering innovative and best solutions
for our customers, consistently outperforming our peers, and providing a Dynamic &
Challenging work environment for our employees. 

Vision: 

To be the most admired Indian Paint & Coating Solutions company with globally recognised
competencies. 
3)About Product Category

• Berger Paints has a wide variety of Product Portfolio. It consists of

Interior paints, Exterior paints, Metal paints, Wood paints, Glass
paints, Undercoats. 

• For the project, we have specifically considered Interior paints

category. Interior paints is further classified into Designer finishes,
Interior emulsions, Distempers and Ceiling paints. Berger Paints
provides wide variety of interior paint colours with numerous shade
types. 
4) SWOT Analysis
1) Strength

• Offers wide variety of paints

• Operations in multiple countries
• Efficient supply chain
• Eco-friendly initiatives

2) Weakness

• Most of the revenue is through decorative segment

• Competitive pricing

3)Opportunities 

• Smaller SKU's
• Marketing communications
• Investment in R &D

4) Threats

• Fluctuations in raw materials

• Competition from top players
• Competition from new players
 Objective of the study

a. to improve quality and quantity of customers,

b. increase in profitability,

c. enhancing customer experience,

d. improving customer satisfaction, and

e. building long term loyalty.

Methodology
Finding

1) To improve quality and quantity of customers

Increase the number of advertisement channels -  Right now, the ATL activities of Berger Paints mostly
comprise of TV and print advertisements. Also, the traffic source of digital marketing effort is mostly
obtained through organic search. When, we compared it with Asian paints, which is ranked number 1 in this
category, it had better traffic from all the sources.
2. Increase in profitability 
Although, Berger Paints has good cost benefit ratio, it needs to be more aware about the pricing by competitors. Few
months back, JSW Paints had introduced ‘Any colour, one price’ campaign wherein it offered same price for all the
colours and shades. Berger Paint can surely consider this factor. 

  
3. Enhancing customer experience 

Right now, Berger Paints has ‘Virtual Painter’ feature on its website and App, wherein the customers can get preview
about the paint they are looking for. They can look towards introducing 3D features into it, which is done by Asian
Paints. 

4. Improving customer satisfaction 

• Since, the Express Painting feature service of Berger Paints employed local painters, there were complaints of some
people regarding the inefficiency of painters. Berger Paints can certainly look towards training those local painters
and monitoring them in the entire project.

• In the paints industry, word of mouth influence plays a huge role. Therefore, Berger paints should look for ways,
wherein it can provide customer satisfaction and engage them to refer Berger Paints to other people in their network.

5. Building long term loyalty 

Berger paints has its loyalty programs for dealers and distributors. But, currently there are no loyalty programs for the
customers who are purchasing online and who are availing the Express Paint service of Berger Paints. 
 What Managers Should Do
• Paint companies should concentrate on the period of purchase to
devise advertising and other marketing mix strategies to draw more
customer attention and satisfaction.

• Paint companies should position themselves as leaders in durability

and reliable prices for their products.

• Companies are advised to conduct meetings in order to make pointers

and point store people more aware of the information about their
products.

• Companies are advised to conduct meetings in order to make pointers

and point store people more aware of the information about their
products.

• Companies are advised to conduct meetings in order to make pointers

and point store people more aware of the information about their
products.
 Feedback on the project 

Considering the current pandemic scenario, increased focus on home improvement, stress on keeping the
family members safe from infections indicate an opportunity for the paint and coating industry. 

This project helped in understanding consumer behaviour in buying a product. And how motivation, needs
and goals affect the buying behaviour of a consumer.  

After analysing the interviews given by different individuals, it helped us understand how consumer
perceptions change for a brand due to the communication channel they are exposed to and in turn affecting
the decision making in purchasing a specific brand’s products.   
Thank you