Berger Paints SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 7445
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SWOT Analysis of Berger Paints with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Berger Paints

Parent Company

Berger Paints

Category

Paint Industry

Sector

Industrial products and chemicals

Tagline/ Slogan

Paint your imagination

USP

Innovation, Performance, Customer First, Ethical Practice and Valuing People.

STP

Segment

Middle Class and upper class segment

Target Group

Home owners, Professionals and Industry Users

Positioning

Fulfill your imagination of colors

SWOT Analysis

Strengths

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 share
3. 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 products

5. 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.

Weaknesses

1.Dependence on decorative segment where competition is intense
2. High levels of lead found leading to negative publicity
3. Limited liquidity options

Opportunities

1. New Product launches and innovation with changing trends
2. Strong growth Potential in India owing to urbanization
3. Business diversification

4. product diversification

Threats

1. New entrants in the industry and local companies.
2. Fluctuations in raw material prices
3. Stiff competition

Competition

Competitors

1. Asian Paints
2.AkzoNobel
3. Shalimar Paints

4. Kansai Nerolac Paints

5. Acro Paints Ltd

6. DuPont



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