Course Code: MKT695 CourseTitle: Integrated Marketing Communication

Course Instructor: Dr. Pawan Kumar, Munish Saini

Academic Task No.: 3 Academic Task Title: IMC planning

Date of Allotment:11/03/2020 Date of submission: 15/04/2020

Student’s Roll no: RQ2E78A28 Student’s Reg. no: 11812927

Name : LEKH RAJ

Learning Outcomes: (Student to write briefly about learnings obtained from the academic tasks)

1. Importance of IMC for an organization in making a successful promotional mix

2. Designing a promotional campaign.

Declaration:

I declare that this Assignment is my individual work. I have not copied it from any other student’s work or
from any other source except where due acknowledgement is made explicitly in the text, nor has any part been
written for me by any other person.

Student’s Signature: LEKH RAJ

Evaluator’s comments (For Instructor’s use only)

General Observations Suggestions for Improvement Best part of assignment

Evaluator’s Signature and Date:

Marks Obtained: Max. Marks:

 BERGER PAINTS

The Indian Paints industry, being over 100 years old occupies 4.3% of the global market of paints
and coatings. It is currently an industry of worth more than Rs. 24,000 crores or USD 6 billion. The
market size of the Indian paints industry is about 2.7 million tonnes. India has also been a major
export of paint products in the global market. The Paint Industry is generally classified into two
segments-Decorative Paints and Industrial Paints. Decorative Paint segment includes interior and
exterior wall finishes, enamels, wood finishes and ancillary products whereas the Industrial Paint
segment includes automotive and industrial, protective, powder, coil and marine coatings. The
decorative paints segment occupies the largest segment in this industry with almost 70% of the
industry’s total sales while the industrial segment occupies the remaining 30%. The main drivers of
the decorative segment are the realty and housing sector which not only forms the largest demand in
this segment but also the entire industry. Hence, it can wisely said that realty and housing sector
drives the entire paint industry in India. As far as the industrial paints is concerned, sectors like
infrastructure, automobiles, construction, consumer durables and other sectors that require paint form
the largest demand
About The Company

Berger Paints India Ltd is an Indian paint company based in India. The company is headquartered
at Kolkata and has 14 manufacturing units in India, 2 in Nepal, 1 each in Poland and Russia. It has
manufacturing units at Howrah and Rishra, Arinso, Taloja, Naltoli, Goa, Devla,
Hindupur, Jejuri, Jammu, Puducherry and Udyognagar.

The company has presence in 5 countries – India, Russia, Poland, Nepal and Bangladesh. They have
an employee strength of over 3,500 and a countrywide distribution network of 25,000+ dealers.

The driving forces of Berger Paints - reflect the very spirit of its founder Lewis Berger - who laid the
foundations of brand Berger way back in 1760 in the UK. With modest beginnings in India in 1923,
today, Berger Paints India Limited is the second largest paint company in the country with a
consistent track record of being one of the fastest growing paint companies, quarter on quarter, for
the past few years.
 Vision and Mission

To be the most admired Indian paint and coating solutions company with globally recognised
competencies.

To maximize shareholder value by developing and delivering innovative and best solutions for our
customers, consistently outperforming our peers and providing a dynamic and challenging work
environment for our employees.

Company Philosophy

 Continuous Innovation and Change

 Achievement of goals are perform at high levels
 Performance, Customer first, Ethical Practices and Valuing People
 Managing and meshing stakeholders’ expectations and providing integration of efforts

SWOT Analysis

Strengths

 With almost Rs. 3500 crores as its revenue, it is the second largest paint company in India.
 Decorative segment, the biggest sector of the industry, is the major contributor of its revenue.
 Produces and markets a wide range of products under various brands names for both
 decorative as well as industrial paints.
 Well established distribution network all over the country with 7 manufacturing plants,
15,000 dealers and 85 depots.
 Excellent brand perception and brand awareness among its potential customers, with Katrina
Kaif as its brand ambassador.
 Has high market space, both in terms of visibility and sales.
 Has presence internationally. For example, Russia, Poland, Bangladesh and Nepal.
 Has a strong presence in automobile coatings, which is used by top brands like Mercedes.
 Lone supplier of protective coatings to nuclear power plants.

Weakness

 Over dependence on decorative sector where competition is intense

 High level of lead found in products lead to negative publicity
  Pricing power limited only to industrial sector
 Trailing to the market leader by a big margin

Opportunities

 Changing consumer trends leading to new product launches and innovation.

 Increasing level of disposable income among the consumers.
 Rising urbanization
 Low per-capita consumption for paints
 Revival in Infrastructure and Automobile Sectors.
 Modernization of Tier II and Tier III cities and also Rural India

Threats

 Large presence of unorganized players

 Stiff competition
 Fluctuation in the prices of raw materials
 Forex risk due to the import of certain raw materials

Marketing Strategies

Berger Paints is a market winner in Industrial Paint in India for over 45 Years. The company which
is a public corporation was founded on 17 December 1923. It is headquartered in Kolkata and boasts
of an operating income of Rest. 6.5541 billion annually.
Product Mix

The company offers a varied portfolio of products and services.

Its range of products includes:

 Interior Wall Coating

 Exterior Wall Coatings
 Berger Metal and Wood Paints
 Undercoats
 Construction Chemical
Its range of services includes:

• Express Painting
• Preview Facility
• Virtual Painter
• Paint Calculator
• Projects
• Expert Advice
• Powder Coatings
• GI & Automotive Coatings
• Protective Coatings

The services offered by Berger Paints are demarcated into Home Users, Professional Users, and Industrial
Users. The services relate to specific projects undertaken by an individual or organisation wherein a
product is delivered, for example, different types of coatings or consultancy of specific nature is given for
example expert advice, virtual painter or preview facility.
Place
The company has factories in 7 locations within India situated in all four major regions of the country. It
is present in more than 80 locations in India. Internationally, it is present in 4 countries like Nepal,
Russia, Poland, Bangladesh. All the locations have dedicated sales team to service the customer needs.
Price
The pricing of Berger Paints is affordable and comparatively less than some its closest competitors like
Asian Paints and Nerolac. For example, for a 100-125 sq. ft. area, Primer by Berger Paints costs Rs. 1880.
But for the same area, it will cost Rs.1980 in both Asian Paints and Nerolac. The rate of Primer is Rs.
65/Litre by Berger Paints. For Asian Paints and Dulux it is labelled at Rs. 70/kg and Rs. 68 respectively.
The rate of wall putty is labelled by Berger Paints at Rs. 60 /Kg, whereas Dulux and Asian Paints price it
atRs.68/KgandRs.70/Kg respectively.

Promotion

The company does a comparative analysis of its performance with respect to its closest competitors
to gauge its position in the market. The company’s strategy is to select the target market and
position its product with the help of product differentiation, service differentiation, and image
differentiation. This helps to capture the market by providing better quality products at a reasonable
price. Television is an important medium for advertising its products especially the high-end
emulsions. Its aim is to focus on its product range for emulsions and improve its supply chain across
villages and small towns. The company has undertaken various philanthropic activities as part of its
Corporate Social Responsibility (CSR) goal and improved its brand image.

IMC USED BY BERGER PAINTS :-

Berger Express Painting: #JaldiKaro was framed to announce and endorse Berger’s new quick
service paint job – Express Painting, using appealing and interactive social media activity and
communication. Berger paints promote its campaign on social media platforms to increase the
engagement of the brand with their audience. The campaign activity also focused on promoting
Berger color palettes and textures. The social media posts helped
popularize #PickYourFavourite, #ColourChemistry on Twitter too, as the hashtag was trending in
India.
#JaldiKaro campaign was kick started on multiple social media channels including Facebook,
Twitter, and Instagram with the help of a series of hilarious videos. It further stated the launch of
‘Express Painting’ with a microsite based contest to create buzz.
Leading contestants to their microsite, #JaldiKaro concerned solving a puzzle of reordering the
frames of the video for a chance to win prizes by sharing their score with their contacts on social
media. It was marked at driving engagement on their microsite by offering a fun activity for their
followers to join in, and also encouraging a domino effect as contestants could invite their contacts.
The campaign was getting an overwhelming reaction from their followers.

In 2018, the campaign by Berger Paints involved shortlisting twitteratis, creating custom ‘Holi
profile pictures’ for each and every one, and sending it to each of these individuals—all in a time
span of four hours. While brands traditionally push festive campaigns with heavy media spends,
Berger Paints India aimed for an activity that’s exactly like the ideal holi colour—organic. The
campaign achieved a reach of almost 800,000 and more than 15 million impressions.

In 2017, The new ad campaign of Berger Paints features Katrina Kaif telling the story of her home
and how she nurtures the feeling of decorating her home to make it picture perfect.The concept of a
beautiful home and colourful glamorous walls go hand in hand and help us to make the journey of
our lives brighter. The walls are not just a physical structure but they have soul in it to witness all our
memories and capture these precious moments. The philosophy behind this new ad campaign is to
create a unique brand identity in the super premium interior emulsion category around luxury &
glamour. This campaign gives the viewers an imagery to find out the reflection of ourselves in our
individual homes.

#DEWARANAHIYADEINHAI
 SO
ME TAGLINES THAT CREATE BUZZ ON SOCIAL MEDIA :-

#CHAIN KI SAANS

#DEEWARA NAHI YADEIN HAI

#DUST FREE HOME

#SIRF DEEWAR NAHI LIFE CHAMKAO

#A GAYA PAINTING KA T20

#NO DAAG DHABHA

COMPETITOR ANALYSIS
Asian Paints Limited is an Indian multinational paint company headquartered in Mumbai, Maharashtra.
The company is engaged in the business of manufacturing, selling and distribution of paints, coatings,
products related to home decor, bath fittings and providing of related services. Asian Paints is India's
largest and Asia's third largest paints corporation. As of 2015, it has the largest market share with
54.1% in the Indian paint industry. Asian Paints is the holding company of Berger International.

Asian Paint uses the mix of demographic, geographic and psychographic segmentation variables such as
age, income group, geographic region, attitude, behavior and many others to segment the market in a
group of similar attributes. Differentiating targeting strategy is used by the company as to cater to the
changing needs of the different segment of customers. Usage class and value- based positioning
strategies are used by Asian Paint to communicate the deliverables of the brand to the end customer.
IMC USED BY ASIAN PAINTS
Asian Paints educates about colors making customers realize that playing with colors is fun and
interactive. Introducing ‘Color Chef’ idea, this company gives freedom for customers to experiment
before implementation. It provides wide ranges of color shades and textures so that one can decide what
color to use. More than that, wise Asian Paints has paint budget guidance too. It has made Paint
Budget Calculator available on its website. It also has dealer or contracter locator guidance for the ease.

In the early 2000s, the company began to expand its offerings. From paints and colours, they moved to
home decor. And 'Har Ghar Kuch Kehta Hai' was born. This campaign made an emotional connect
with consumers, as a lot of energy and passion went into creating a home and they could identify with
that.
Forward in communications technology : Apart from being on Facebook and Twitter, Asian Paints is
way forward. How could anyone think of a paints company launching an Android app? Yes! Asian
Paints provides free downloads options for Color Scheme app for Android phones and tablets. Color
Scheme Pro is basically about letting customers learn about the schemes of colors. The next thing is
such a great website.

Rewards : In first hand, Asian Paints already has criteria of Stars and Badges for active online
customers who engage in conversation, liking and uploading tasks. More than that, it rewards winners
of contests it often organizes. The latest contest as I talked earlier is ‘Dream Home Contest’ which
offers rewards of Trip To Singapore as a 1st prize and Trip To Malaysia as a 2nd prize. And, the
rewards say ‘couples’. Thus, it is purely targeted to housewives or rulers of family.

DESIGNING PROMOTIONAL STRATEGY FOR BERGER PAINT :-

As the Marketing Manager of Berger Paints, I would research and develop some new promotional
campaigns. This will be done by-
1. Competitor analysis: Since our competitor Asian Paints have a competitive
advantage over using traditional India to show in TVC, we will engage the youth by
creating an enthusiasm and excitement among them by using the vibrant and colourful
TVC focusing more on the colours of youth.

2. Advertising : There will be changes in the advertising patterns. The TV Commercials

will feature more of the emotional appeal that wil impact more of the audience for a
longer period of time.
3. Creating an app: An App will be launched in interest of the customers that will allow
them to redesign their own walls virtually and then connect to the Berger easy painters
on the same platform.

4. Brand Endorsement: I will avoid the engagement of Brand Ambassadors like

Katrina Kaif as used previously but will engage those influential people that youth
want to see more like Pankaj Tripathi etc. This is because the millennials are more
inclined toward the web series on Netflix, Prime etc so to promote our product with
their face can gain us a competitive advantage over our competitors.

5. Building Strong Distribution Channels : Having already built a robust distribution

network, strong relationships with dealers/painters, and a wide product portfolio,
Berger will target premiumization of its product portfolio with a renewed focus on
advertising and promotional activities.

6. Proactive on Social Media: There will be an active presence over all the social
platforms creating more buzz by online contests, cause led advertising and campaigns.
REFRENCES: -

http://lighthouseinsights.in/berger-paints-duniyadekhegi-social-media-campaign.html/

http://katrinakaiffans.org/gallery/albums/userpics/10001/Katrina_Kaif_Berger_Paints_kkf14.jpg
https://www.bergerpaints.com/socialhub/

https://www.bergerpaints.com/products/interior-wall-coatings/7/interior-emulsion/26/easy-clean
http://of6.info/berger-paints-silk.html

https://en.wikipedia.org/wiki/Berger_Paints

https://www.asianpaints.com/