Marketing mix

Product

Paints is a product used for decorative as well as purpose industrial purpose. It has been categorized
into Interior Wall Coatings, Exterior Wall Coatings, Metal and Wood Finishes, Undercoats and
Waterproofing solutions. The most well-known categories under them are emulsions, enamel,
primers and putty in the Ranchi crowd. Enamel is categorized as Premium and Economy. These
products can be used for decorating homes, offices, public places, and also for protecting metal and
wood from rust and termites. For current period the most selling category is emulsion and putty.
Putty is required for

Price

Having an owned packaging unit for the company has helped them reduce the cost of production
and as a result has reduced price of the products. They use comparative pricing and they have priced
their products under the prices set by their competitors in some cases. They want to make the
pricing attractive for the consumers.

Place

Having headquarters in Kolkata, Berger has established 13 manufacturing plants all over India.
Distribution of paints happen start from factories to regional distribution centre to wholesaler to
retailer to customer. In Ranchi, the paints are brought from west Bengal which is nearest to
Jharkhand but not all products are manufactured there. Some manufacturing plants produce
different category of product and this product is brought to Ranchi from that location. We have
almost 375 dealers in Ranchi out of which 80% work for Berger. The promotional strategy opted by
Berger has helped them to be a market leader in Jamshedpur till now.

Promotion

Segmentation, targeting and positioning of the product is done on the basis of various categories of
the product. TV advertising, using influential celebrities, putting up flexes and banners are some
promotional mediums used for emulsions. Demand for paints increase during wedding and festive
seasons and hence they have to increase their promotion during this period. They also need to
consider that the retailers hold their products in their inventory during this same season. Due to
competition, it is difficult to get hold of the market through digital platforms and the budget to cover
the market through digital platform is high. Hence Berger’s strategy is to get to the market is
through networks, painters and contractors. Schemes and services like express contingency sprinters
and facilitating specialized services and tools.