BERGER PAINTS Paint your imagination INTRODUCTIONThe 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 company, quarter on quarter, for the past few years. SWOT ANALYSIS OF BERGER PAINT STRENGHT

1. With nearly one-fifth market share and is ranked one of the top 2 in India.2. Manufactures and markets wide range of decorative and industrial paint products under various product brands and has a substantial market share3. It has well established operations & supply chain network spanning throughout the country with 7 manufacturing facilities, 85 depots, several regional & area offices with 2500 employees and over 15000 dealers.4. Green Horizon an initiative taken towards reducing waste and conserving natural resources; launching eco-friendly and energy efficient products5. Berger Paints has excellent brand perception and brand awareness amongst its potential customers.6. It provides with high quality products and has very high market space both in terms of visibility and sales.7. The Company has international presence: it has 4 manufacturing facilities abroad; operations in Russia, Nepal, Europe and Bangladesh.8. Berger Paints is a lone supplier of protective coatings to Nuclear Power Plants.9. Its industrial and automotive coating is used by the best automobile companies like Mercedes

WEAKNESS1.Dependence on decorative segment where competition is intense2. High levels of lead found leading to negative publicity3. Limited liquidity optionsOPPORTUNITY1. New Product launches and innovation with changing trends2. Strong growth Potential in India owing to urbanization3. Business diversification4. product diversification

THREATS1. New entrants in the industry and local companies.2. Fluctuations in raw material prices3. Stiff competition

THE MARKETING STRATEGIES USED BY PAINT INDUSTRY1. By means of additional ingredient or components to the product.2. Through product offerings and better packaging.3. Through product combination example santex, oil and emulsion.4. Provision of quality and reliable distrbution channel.5. Adequate promotional tolls e.g. using promotional jingle.6. Through colour vending machines.7. Use these intermediaries for initiating demand: Painters, contractors, Designers & Decorators.