Berger, the market leader in the Bangladesh paints
market, is one of the oldest names in the global paint industry. The company is
operating in the paint industry for almost two centuries. It has its origin in
the year of 1760 and from then on the company is operating with strong
adherence to quality and social responsibility. Initially, Lewis Berger, a
German national, founded dye & pigment making business in England. Lewis
Berger & Sons Limited grew rapidly with a strong reputation for innovation
and entrepreneurship culminating in perfecting the process of making Prussian
blue, a deep blue dye, a color widely used for many European armies' uniform.
Since it is a global industry Berger Paints started
it is sailing into the sea of Bangladesh from pre-liberation era in 1950 by Lewis
Berger. Berger paints has 230 years’ of worldwide business experience and it
applied this successful experience in Bangladesh and enlarge their business
throughout the country. Not only Bangladesh it also launch their business in India,
Pakistan, Nepal and Srilanka.
Berger paints Bangladesh ltd is one of the successful and renowned paint industry in BD. Basically, the golden era of paint industry in Bangladesh has established just because of Berger Paints Bangladesh Ltd. It is one of the most successful brands which never look behind after the establishment. There are so many competitors such as Romana Paints, Elite paints, Asian paints, Roxy paints, Pailac paints and Moon star paints. In Bangladesh it is competing in the market strongly in a successful way. The market share of Berger paints in paint industry is 44.7%. The significant contribution of strong marketing strategy, modern technology has helped to gain the huge market share. It has also opened so many branches one by one to help the customers.
As a global company Berger paint has so many reasons for being successful. The main reason is customer satisfaction. They always try their best to give the best color to the customers. They give opportunity to choose the color and design from so many colors and design variety even they also give benefit to the customer to design their home according to their wishes. Based on this benefit provided to the customers, they established their slogan “kolponar shob rong”. They strongly promote their product through advertisement other than any competitor and for this reason customers like their promotion and willing to buy their product. They also do social work like they give scholarship to the special children and so on. They also sponsor the BYPAC award night. They also achieved best brand performance award in 2013. This helps them to achieve stronger brand image more than others. Through color bank customers can get any color within 4 minutes. People can unlock the power of imagination by creating just the shade we want and transform our ideas with Berger color bank. Because choosing the right kind of paint for the type of room or surface is most important.
After color Bank, Berger illusion has gained more
popularity. Berger illusion is just what we need. They offered more than 80
designs to choose. They also keep home décor and designer to help the
customers. Berger illusion helps to celebrate the union of love on every wall
of our home. There are 7 categories of Berger illusions that have more than 80
soothing designs to capture the essence of love on walls. That I said before
and I think that is pretty good. They also use tag line “inspiring imagination”
for Berger illusions. Through this they also offer free color advisory.
They have an online option named Home Décor, by
which the customers can choose the colors and design to paint their home. From
here they can choose color and design and they can order from here for home
delivery. They need not to pay extra charge for this service. The customers
became more satisfied for this latest service. The Berger paints’ sells growth
has been increased for these latest services. Berger home decor provides advice
the customers when selecting a dealer, an expert painter, color scheme and selecting
appropriate color which suits best. They use the tag line “Your paint expert” 
Another thing the secret behind their success is
they apply differentiation strategy. The unique attributes and characteristics
of Berger Paints is that provide superior value to its customer. The core
competency of BPBL is quality product, corporate and brand image and skilled HR
department. All happens because they were very dedicated from the first time of
their business. They also committed to continue as the market leader through
consistent sales growth, increasing productivity and developing new products benefitting
customer needs. They also ensure continuous improvement in operations through
utilization of highly professionals and dedicated team, proper process
management and participation of the stakeholders. They also segment their
market based on their customer. They always successfully understand the needs
and demands. Another positive side is they always try to provide their product
at the lower rate because their product is cost effective. A research shows that their sales growth
increase by 35% from the last year. It happens because they successfully
establish their brand name and create a positive brand image.
BPBL should campaign to make the emotional attachment with customers. It
will help to make positive and strong brand image also. They should give more
focus on the existing customers and to add the new customers by providing
latest services. If they can produce the good quality product witch some
personal touch which can offer extra benefit to the customers. They are sure
they will be successful brand in the long run of the paint industry in Bangladesh.
References:
·
Ishtiaqe.S.
(Mar 7, 2012). BPBL a
Leading Multinational Paint Company.( Retrived :November 14, from http://www.scribd.com/doc/72571575/Berger-Paint-Bangladesh
·
Hossain.M.
March 17, 2014) Berger Paints Bangladesh Ltd stock. The Financial express.
Retrived from: http://www.thefinancialexpress-bd.com
·
Ronjon.N. (November 2, 2014). Berger the
ultimate designer. The Daily Star. Retrived 14th November 2014 from
http:// http://www.thedailystar.net
·
Berger Arranges Regional
Programs for Dealers and Their Families (2014, October) Retrived 14th
November 2014
from http://www.bergerbd.com/news_blog/newsdetails/95
from http://www.bergerbd.com/news_blog/newsdetails/95
