Berger Paints:
Shifting Paradigm to Retail Consumers
 
Berger Paints, founded way back in 1760 in England, has been the fastest growing Paint Company in India in the last decade. It was also the first to spot this growing trend and to prepare for the cross over.
 
Unfortunately for the Paint category, it had not kept pace with the changing consumer aspirations. Even the paint outlets with their disorganized and uninviting ambience reinforced the impression of Paints being a ‘commodity’ category. Hence it was natural for the category to be slotted in the so-called cold zone of customers’ perceptual map. While the purchase of an e-gadget worth Rs. 10,000 would lead to excitenment and animated discussions in a household, painting was often a “compulsory chore” that was relegated to the Painter. Customers simply did not connect with the category and product because it lacked personalization.
 
After intensive research among consumers and other stakeholders in the business, the Company developed a new strategic plan & vision before rolling out the first “Corporate Imaging” exercise in the Paint Industry. “Lewis Berger” was used as the umbrella brand and the new vision was captured in the tag line Paint Your Imagination.
 
The packaging of all premium brands like WeatherCoat, Rangoli, Silk, Luxol and Bison were overhauled. Consumer friendly descriptors and application information were included on every container.
 
True to its brand promise – “Paint your Imagination”-Berger has endeavoured to help consumers trigger their own imagination. Be it Berger’s communication campaigns or special innovative painting solutions and services, this has been the driving force behind every initiative. It has also started an innovative Preview service, through which a consumer can actually see how his home would look in different color schemes, before actually painting it. The Company has recently completed an extensive Color Research in association with NIFT and will be using it to educate consumers about color trends and imaginative combinations.
 
Berger believes in understanding consumers better and constantly offering them value added products to fulfill their needs. Innovation and quality have been the hallmark of the Company and Berger continues to delight its consumers through unique product offerings. Some of the unique products introduce by Berger Paints are as follows:
 
Luxol One Coat Enamel: This is a unique paint for doors and windows. While two or more coats are required when you are painting with other competitive enamels, you will need to apply just one coat of Luxol One Coat Enamel to get shining and resplendent doors and windows. It results in great savings, both in terms of time and labour cost – even the price per sq ft is cheaper than other regular enamels.
 
Rangoli Easy Clean: This unique offering addresses all the concerns you ever had about your walls getting dirty. Rangoli Easy Clean is one of the most washable interior wall paints in the country. Even the most stubborn stains like oil or grease can be removed with ease and your walls continue to look good and fresh for years. So forget all your worries about dirty walls and let your children unleash their creativity by converting your walls into blackboards.
 
WeatherCoat All Guard: This product is a result of intensive consumer research and alignment of product innovation to this feedback. Today’s urban existence is subject to the changing global environmental patterns that lead to excess rain, heat and alarming dust pollution. WeatherCoat All Guard, a premium acrylic paint for exterior walls, protects your home from these ills of modern existence by giving you:
• Fungal protection
• Heat and water resistance
• Dirt retardation.
It is available at around Rs. 225 per litre and is a sensible purchase for the consumer as it gives 25% higher coverage compared to any other Exterior Emulsion paint in the market.
 
Breathe Easy: The only interior paint available in India which helps by-pass one of the biggest pains of the painting process and yet delivers the same aesthetic benefits. ‘Breath Easy’ as the name suggests helps us breath easily after painting. It is the only paint, which leaves no smell at all after painting.
 
It has been certified by Green Label Committee of Singapore Environment & Health Safety Standards as eco-friendly & healthy. Additionally, it is highly cleanable & resistant to fungus growth. All this and its impeccable sheen make it a truly innovative product in premium interior emulsion segment
 
Galaxy: This unique innovation is meant for children. Galaxy is available as Do-It-Yourself-Kit which can be easily applied on the ceiling or walls of your kid’s room. The paint glows in the night giving your child’s room a galaxy like feel. Go ahead and bring home the Stars and Moon every night and fire your child’s creativity.
 
Lewis Berger Home Painting: Foraying into direct consumer marketing, Berger also offers a Complete Painting Service called Lewis Berger Home Painting.  This provides consumers with a single point solution for hassle-free painting. Lewis Berger Home Painting offers customers the whole range of services starting from estimation, purchase of paint, painting through professionally trained painters, expert supervision and post painting clean up. Equipped with in-house color consultants, it also helps customers in selecting colour combinations.
 
Contact:
 
Berger Paints India Limited
129 Park Street, Kolkata 700017
Te­: +91-33-22299724/6005/06/16
Fax: +91-33-22499009/9729
Mobile: +91-9958732226, 9971192229
Email: consumerfeedback@bergerindia.com
Web: www.bergerpaints.com