The file is related to advertising & promotion of Berger Paints.

2. PRESENTEDTO:
SIRAHSAN UMER
PRESENTEDBY:
FAISALZAFAR L1S12MBAM1145
HASEEBIFTIKHAR L1S12MBAM1157
HINA ZAFAR L1S12MBAM0093
IQRA BABER L1S12MBAM0089
MAHAMIQBAL L1S12MBAM0208
SARAHYOUSAF L1S12MBAM0094

3. Local paint industry operates both in organized and
unorganized sectors.
Need an excise license and perhaps one or two mixers.
Government established a fixed rate of tax
double taxation for the paint industry

4. 25th
of March, 1950
opening of Jenson & Nicholson trading company at Karachi
manufacturing and production of paints in Pakistan
started five years later on the 7th
of July 1955.
branch in Lahore by 1974
branch office was opened in Islamabad in 1978
The Color Advisory Centre was also opened in 1978
in Karachi and this followed its way to the cities of
Lahore and Islamabad.
29th
of December 1967 it was changed into a
Public Limited Company

5. British Paints’ strength in marinecoatings,
Jenson & Nicholson’s’ pioneer work on color mixing system
and
John Halls’ vast knowledgeof building industry.
Associated with paint manufacturing for almost 200 years

6. JOINT VENTURES
ABOUT BERGER ROAD SAFETY
(BRS)
Berger Road Safety (Pvt.) Ltd. (BRS) is a pioneer of road
markings .
BRS is a joint venture with DPI Sendirian Berhard
Malaysia.
Involved in manufacturing of paints and road safety
products.

7. LANDMARKS:
•aware of the Environmental and health impact of its
products.
•ensure that all its decorative paints are LEAD-FREE.
•Berger Paints has brought into the market an entirely new
concept which is extremely consumer-friendly.
BERDEX CONSTRUCTION CHEMICALS
Joint venture between Berger Paints Pakistan Ltd. and
Dadex Eternit Ltd.

8. VISION
We shall remain as the benchmark in the paint industry by:
“Being an innovative and technology driven Company consistently
delivering world-class products ensuring best consumer
satisfaction through continuous value added services provided by
highly professional and committed team”

9. MISSION STATEMENT
The company's employees are constantly encouraged to pursue the
fulfillment of the Corporate Mission Statement. Their mission is as
follow:
•We will stay in the forefront of innovation and technological
development in the paint industry.
•We will achieve corporate success through an unwavering commitment
by providing our customers high quality products to their ultimate
satisfaction.
•We will vigorously promote and safeguard the interests of our
employees, our shareholders, our suppliers, and all our other business
associates.

10. VALUES
Our values describe how we behave in the world. They are
evident in our work with customers, suppliers, dealers and
shareholders alike.
Communication
Participation
Responsibility
Leadership
Motivation
Positive work
Flexibility

11.  Continuous innovation and change.
 Achieve our goal & perform at high levels.
 Our guiding values are:
 performance
 customer first
 ethical practices
 valuing people.

13. General industrial paints
Timber coat range of paints
Powder paints
Protection (heavy duty coatings)
Defence marine paints
Other protection products

14. Automotive paints
Commercial vehicles
Motor cycles
Tractors

15. Paint segmentation
BERGER PAINT
Decorative Segment
INDUSTRIAL
SEGMENT

16. COMPETITORS
Berger
ICI
 Nippon
Happilac
 Nelson
 Master and Brighto

18. The key issue or problem to be solved is to increase the
market share of B to C consumers
To increase consumer awareness.

19. To increase market share up to 15% by
the end of the year 2013
To increase consumer awareness up to
15% by the end of year 2013, current
level being 35%.
OBJECTIVES

20. Berger Paints is targeting SECA (socio-economic class A)
and SECB (socio-economic class B) means upper class and
upper middles class.

22. PRODUCT DIFFERENCIATION
Consistent quality has always been Berger’s trait
Brand name of Berger paints
Offering a wide range of products

23. Demographic
Geographical
Psychographic
Behavioral

24. MARKETING MIX
Berger provides various products.
Decorative
Marine
Industrial
Timber coat paint
other protection products

25. Distribution Channel of Berger
Direct dealers
No intermediaries
Effective distribution network all
over Pakistan

27. PRICING MODEL
Competitive pricing
Price is the most crucial element in this
industry

28. PROMOTION STRATEGY
To increase market share
Quality image of product
Catchy slogan

29. Incentives and benefits
 Dealers are entitled to enjoy 30 days credit facility
 cash incentives are offered to them.
 exemption of certain percentage on total monetary value of invoice.
 Each registered dealers of Berger has to achieve a yearly sales target
to enjoy TOC (Turnover Commission),

37. Campaign Time Frame
Our campaign will last for 1 month on our Face book page
Action Plan
Face book # 2-3 hours/daily
THROUGH FACEBOOK:
Objectives of our Face book Campaign
To achieve 5000 likes within a month.
Provide platform for customers to share their common interests.
Keep the local community updated on happenings, discounts,
events.
SOCIAL MEDIA

38. Action Type Priority
Level
Action Details Frequency Metric/
Tracking
Time Means
Increase
“Like” Count
1 Produce and post
interactive
content,
use ads and
sponsored stories
Ongoing % impressions
% feedback
30 mins Face book
platform
Post Content 1 Utilize existing
resources to
create an engaging
content:
Articles, blog
posts, reminders,
discounts, etc
2-3 posts % impressions
% feedback
20 mins Face book
platform
Like” Fan
Pages
3 Search for
relevant pages to
receive updates
2 new
likes/wk
# Likes 10 mins Face book
Search,
Internet
Search
Welcome Tab
for Page
2 Create tab, align
company
description
Ongoing # Welcome Tab
views
# Likes
45 mins Hy.ly
Face book
Community
Engagement
2 Like and comment
on relevant posts
Post questions to
community,
respond
Ongoing % feedback 20 mins Face book
News , Feed

39.  Media buying manager negotiates the best possible prices with
media owners such as television and radio stations, magazine
publishers and website owners for the space or airtime.
 They are able to buy media at an incredibly competitive price.
 They are always looking for innovative ways to reduce costs
further and increase the effectiveness of advertising - whether on
screen, outdoors or online.

41.  It is the specific print or electronic medium employed in an
advertising campaign.
 The types of media vehicle used are broadcast media,
outdoor, print and internet advertising.

42. MARKET SHARE
Category/ Paints Decorative Vehicle Refinish General Industrial Paint
ICI DULUX 61.5% 32% 45%
BERGER 21% 59% 40%
Others- Nippon,
Masters
17.5% 9% 15%

43. MARKET SHARE

45. MESSAGE STARTEGY
PERCEPTION
Exposure
Selection & Attention
Recognition
COGNITION
Needs
Information
Cognitive learning
Differentiation
Recall
EMOTIONAL RESPONSE
Wants
Likings
Emotions
ASSOCIATION
Symbolism
Conditioned Learning

46. PERSUASION
Attitudes
Motivation
Loyalty
BEHAVIOR
Try
Buy
BRAND COMMUNICATION/
TRANSFORMATION
Brand Identity
Brand Position
Brand Personality Brand Image
Brand Promise
Brand Loyalty
Brand Ambassadors

47. HARD SELL VS. SOFT SELL
using both hard and Soft cell -- interior paint Rangoli ad

48. BIG IDEA
 Designer Finish-Illusion Wall Fashion paint:- this Illusions range of
interior designer finishes invites you to unleash the artist in you
 Illusions designer finishes are washable and practically maintenance
free

50. CAMPAIGN BUDGET
The Task Objective Method