2023

BERGER PAINTS PAKISTAN

LIMITED

STUDENT NAME: SAMEER AHMED

DEGREE PROGRAM: BACHELOR IN BUSSINESS ADMINISTRATION
INTERNSHIP ORGANIZATION NAME: BERGER PAINTS PAKISTAN LIMITED
ADDRESS: 36-Industrial Estate, Kot Lakhpat, Lahore

INTERNSHIP REPORT
 ACKNOWLEDGMENT
I am grateful to BERGER PAINTS PAKISTAN LIMITED and my internship supervisor

MUHAMMAD IRFAN, for providing me with the opportunity to complete my BBA internship

at their organization. Their support and guidance helped me to understand the business world and

gain valuable experience in my field.

From the moment I started my internship, MUHAMMAD IRFAN provided me with clear

direction and expectations and was always available to answer my questions and provide

valuable feedback. Their expertise and guidance helped me to understand the inner workings of

the company and the industry and allowed me to make the most of my internship.

I am thankful for MUHAMMAD IRFAN's time and effort, and for the invaluable knowledge and

skills I have gained during my internship. I am also grateful to MUHAMMAD UMAIR for

providing me with this opportunity and for their commitment to my professional development.
Table of Contents
INTRODUCTION OF ORGANIZATION............................................................................................................5
MISSION AND VISSION................................................................................................................................7
A Commitment to Excellence.......................................................................................................................7
NATURE OF THE ORGANIZATION.................................................................................................................8
Health, Safety & Environment.....................................................................................................................9
GOALS AND OBJECTIVE OF THE ORGANIZATION..........................................................................................9
BEGER BUSINESS LINES..............................................................................................................................10
When you have Berger you can find the right product for any of your Paint need. We are offering a
variety of products that caters to your all paint related issues..................................................................10
Marketing Activities Berger AD Campaign.................................................................................................16
CHAPTER 2 PERSONAL WORKING AND LEARNING EXPERIENCE................................................................19
SWOT analysis for Berger Paints Pakistan:.................................................................................................22
CONCLUSION.............................................................................................................................................26
RECOMMENDATION..................................................................................................................................27
ANNEXURE.................................................................................................................................................30
..................................................................................................................................................................30
..................................................................................................................................................................30
..................................................................................................................................................................31
REFERENCE................................................................................................................................................31
INTRODUCTION OF ORGANIZATION

HISTORY

Berger was established two centuries ago and now it has grown to become one of the world’s

largest paints manufacturer. The history of Berger Paints in Pakistan is as old as the country

itself. Berger started its operations in Pakistan in 1950 and was the first organized Paint

Company to offer premium products through imports from the United Kingdom.

BERGER PAINTS PAKISTAN LTD. became a public limited company in 1974 when 49.38%

of its shares were acquired by Pakistani investors, while the remaining 50.62% were held by

U.K. parent company, Jenson & Nicholson Limited. Later Slotrapid Limited registered in B.V.I

with diversified business interests, acquired control of Berger Paints Pakistan Limited by gaining

52.0502% shares of the company.

Berger established its first local manufacturing facility in Karachi in 1955. As the country’s

economic and industrial sector expanded the demand for quality paints also grew and Berger

continued to make extensions in its product range to meet these requirements.

In 2006, Berger established a state of the art manufacturing facility in Lahore. With its head

office now located in Lahore, Berger caters to the demands of its valued customers on a national

basis.

Consistent quality has always been Berger’s trait. This has been the driving force in making it

the leading brand name backed by premium quality across Pakistan.

Berger has the most comprehensive product range for various paint market segments at different

price points. Berger has earned the admiration and trust of customers by virtue of its superior

technology, product quality, and a very high level of customized services.

Berger over the years has entered into a number of technical collaboration arrangements with

leading international manufacturers. These include one of the largest paint companies from

Japan, which enabled Berger to develop Automotive, Vehicle Refinishes and Industrial Paints

conforming to international standards; a Japanese chemical company, for Bumper Paints; PCS

Powders, Protech Oxyplast Belgium for Powder Coatings; DPI Sendirian Berhad, Malaysia for

Road & Runway Markings and Cerachem for Construction Chemicals. In 2011, Berger acquired

the distribution rights of DuPont Performance Coatings, now Axalta Coating Systems – Cromax,

for Pakistan. In 2017, Berger also acquired distribution rights of another brand from Axalta

Coatings by the name of Duxone for Pakistan.

Berger also operates a Resin manufacturing facility at its Lahore factory. The resin plant has high

production capacity and has enabled Berger to meet its entire resin needs for the manufacturing

of a wide range of quality paints. Berger was the first paint company in Pakistan to have set up

its own resin production facility.

Berger has regional sales offices in Karachi, Lahore, Islamabad and Multan. A large team of

sales personnel and a wide network of dealers and distributors serve customers in all urban

centers across the country.

MISSION AND VISSION

VISION

We will become the leading paints and associated products manufacturing and marketing

company in Pakistan ensuring best returns to our investors & highest customer satisfaction.

MISSION

Innovation We will lead by innovative ideas and technological development in the paints and

associated products in Pakistan ensuring efficient utilization of resources yielding high returns.

Commitment We will ensure the highest level of commitment to achieve best quality products

and services.

Care We will vigorously promote and safeguard the interest of employees, shareholders,

business associates & all other stakeholders.

Corporate Social Responsibility We will act as a good corporate citizen ensuring service

towards the community and shall focus on environment, health and safety.
A Commitment to Excellence

Berger is the most trusted name in quality paints, specialized coatings and allied products for

household, commercial and industrial sectors. The company has built this proud reputation by

not compromising on quality standards. As an ISO-9001-2015 certified company, Berger

continues to upgrade and improve its range by introducing innovative products in line with

consumer needs. All products are tested at the company's own facilities before leaving the

factory so that the highest quality control standards are maintained at all times. The company

also follows a continuous process of investment in new equipment, such as computerized color

matching technology, to ensure fast and accurate testing results at all times. An on-going training

system is also in place so that the most rigorous testing methods and procedures can be applied at

the finished product stage. A high standard of paints manufacturing is further ensured by using

resin produced at Berger's own plant.

NATURE OF THE ORGANIZATION

At Berger, we consider PEOPLE as our most precious resource. This belief is gaining

importance, leading to a more structured and focused approach in developing Human Resource

as a competitive strength. Our journey for excellence is amply supported by developing a

learning organization with continuous capability building and skills enhancement. This is

supplemented by a wide range of employee engagement activities and programs which are in-

place for morale boosting, motivation enhancement and inspiring commitment. Specific skills

are being developed through training and coaching in required areas. Across all layers in the

organization, Berger is promoting a culture of acknowledging talent, nurturing potential and

encouraging initiatives. We are maintaining an enabling environment with fairness and equal
opportunity and freedom to perform and excel. Our ambition for sustainable growth is to be

materialized with the right kind of people possessing best skills and unmatched competencies

coupled with unflinching commitment.

Health, Safety & Environment

By the Grace of Almighty Allah and the continued efforts of employees, we have reached a

milestone of achieving 4 MILLION SAFE MAN HOURS, without any LTI which has now

become a stepping stone to grow even stronger and safer. If God wills, with top management

commitment and with continued efforts of all the employees, within no time we would be able to

double and triple the safe man hours and it's possible only. Special focus is placed at Berger on

the protection of the environment as well as the health and safety of employees, customers and

communities where it operates. The company utilizes all available resources to pursue its EHS

objectives by striving to attain economic prosperity and ecological balance. Berger

manufacturing facility conforms to international and national environmental standards where the

company is manufacturing environmentally friendly products to minimize the potential effect on

the people and the environment. A clean and pollution-free environment is ensured at the

company's manufacturing facilities through a Solvent Recovery Plant that recycles used solvent,

a Dust/Vapor extraction system and a Xylene recovery system. Safety training programs are

organized on a regular basis for all personnel, factory workers and vendors to ensure the safety

of the work environment. Strict safety regulations for PPE's (Personal Protection Equipment) and

work procedures are enforced at every step. In addition, safety officers conduct regular Safety

Audits that identify and rectify any non-compliance and enforce proper maintenance of safety

procedures with active cooperation of all employees.

GOALS AND OBJECTIVE OF THE ORGANIZATION

Despite many challenges, Berger Paints has succeeded in staying at the forefront of Pakistan’s

paint industry. Innovation and technological development have enabled the company to achieve

corporate success through its commitment to providing products of the highest quality and

ensuring the ultimate satisfaction of customers. The company’s employees are constantly

encouraged to pursue the Corporate Mission Statement.

BEGER BUSINESS LINES

When you have Berger you can find the right product for any of your Paint need. We are offering

a variety of products that caters to your all paint related issues.

DECORATIVE PAINT

Berger Decorative Paints caters to interior, exterior wall surfaces & wood surfaces of residential,

offices, factories and commercial buildings with diverse range of colors in all product categories.

Continuous endeavors are made to achieve and maintain the high product standards that Berger

is renowned for. At the same time, innovative products that meet the needs of a demanding

market are also launched on a regular basis. Berger's decorative product portfolio consists of

flagship products like, Silk Emulsion, Elegance Matt Emulsion, Life Plus Emulsion, VIP Super

Gloss Enamel, VIP Matt Emulsion MaxPro, All Rounder Matt Enamel, Weathercoat,

WeatherPro, No.1 Super Emulsion and SPD Semi Plastic Emulsion. Berger's Decorative

business has achieved remarkable results in all product segments as it strives to keep in touch

with new trends and aligns its product range accordingly. This is complemented by pioneering
new marketing initiatives and strong focus on customer care. Berger's decorative business also

offers a wide range of colors through its tinting machines. These machines have been set up in

Automotive Business

The Automotive Paints business is a quintessential division of the organization. It offers a wide

variety of products to cater the complete needs of the Automotive Industrial Sector ranging from

pre-treatment products, electro deposition to top-coat stoving and flamboyant finishes to stoving

lacquers & varnishes. In order to serve the Japanese car manufacturing segment Berger has had a

long standing Technical collaboration with the prestigious paint company of Japan whereby

Berger used Japanese technology to manufacture special Auto paints to supply to customers like

Toyota. Besides the car segment Berger also has a considerable share in the commercial vehicles

manufacturing segment – to name a few Foton JW and Regal Automobiles are some of the main

customers. The Auto business enjoys a significant market share in the two & three wheeler

industry as well by supplying paint to leading Japanese and Chinese Motorcycle & Rickshaw

manufacturers along with the local bicycle industry. Berger is proud to be associated with the

Automotive Industry of Pakistan and is committed to provide the same high level of services in

the years to come.

Powder Coatings

Powder Coating is a unique segment of the paint business catering to the industrial

manufacturing sector of the country. It is an advanced and revolutionary method of applying a

decorative or protective coating that can be used by both Industrial and Retail Consumers. The
powder used for the process is a mixture of finely ground particles of pigment and resin, which is

sprayed on a surface to be coated. The charged powder particles adhere to the electrically

grounded surface which are then heated and fused onto a smooth surface. The coated surface is

then reheated in a curing oven and the result is a uniform, high-quality, attractive smooth finish.

Powder Coating is mainly used for application on the metal parts of domestic appliances like

airconditioners, refrigerators, microwave ovens, water geysers, furniture, etc. and automotive

parts like radiators, hubcaps, filters, door handles, engine parts etc and also on aluminum profiles

e.g. doors, windows, light poles, guard rails, light fixtures, antennas etc. Berger offers a wide

variety of shades in Bercoat its flagship powder coating brand. These shades are available in both

Pure Polyester and Epoxy Polyester based systems. Customers can also get customized shades

developed if need be. These finishes vary from glossy to matt, texture, antique and are all

available to our customers as per their requirement.

General Industrial Finishes

The General Industry Paints Business caters mainly to the industrial manufacturing sector of the

nation. Berger supplies industrial finishes to leading makers of domestic electric & non-electric

appliances, auto spare-parts vendors, steel & metal product manufacturers, heavy industrial

machine & transformer manufacturers, metal furniture etc. Boasting a wide range of industrial

finishes Berger enjoys a significant market share in this segment of the paint industry. Berger has

a complete industrial paint system developed for its extensive customer network spread all over

the country. Finishes ranging from undercoats/primers to air drying enamels & varnishes, high

quality heat resistant stoving finishes & varnishes, roller coating paints & lacquers and epoxy

based finishes are all available. Each system has its unique characteristics designed to protect &
safeguard products from all types of internal & external environmental conditions. Conforming

to International ISO Quality standards Berger over years has established itself as a major

manufacturer of Industrial Finishes and is proud to be associated with names like Pak Fans, GFC

Fans, SSGC and Atlas Autos. Committed to excellence Berger always has and will continue to

provide its customers with industrial finishes that are considered value for money and reliable.

Protective Coatings

The Protecton Division of Berger makes heavy duty Protective Coatings and Anti-Corrosive

Paints for specialized structures such as barrages, dams, industrial structures, pipelines, boilers,

which are exposed to hostile environmental elements. Protective Coatings serve a dual purpose

of protecting surfaces from chemical reactions as well as improving visual appeal. These

protective paints conform to international standards of quality and are designed to resist the

severity of extreme environmental as well as corrosive effects of atmosphere, and other decaying

agents. They have excellent resisting properties against chemicals, marine environment, oil

spillage and fresh and saltwater. These coatings can be applied to concrete, cement render,

asbestos sheeting, steel/concrete pipelines, harbors, oil refineries, dams, barrages, chemical

plants, battery rooms etc. and shore installations with good durability

Vehicle Refinishes Business

Berger also offers technical expertise in the Vehicle Refinish business that offer touch-up paints

precisely matched with the original color of vehicles. This is achieved through different refinish

systems designed to enable application for high gloss, durable, quick drying and accurate color

matching finishes without giving heat treatment. VITON car paint is one of the most popular

market brand that was primarily introduced by Berger with Nitrocellulose base. It is based on

international trends and offers a complete painting solution comprising of putty, primer/surfacer,

lacquer and thinners. In 2011, Berger acquired the distribution rights of DuPont Performance

Coatings, now Axalta Coating Systems, for Pakistan. DuPont, now Cromax is the leading market

brand of premium market segment with a complete range of 2-K Finishes such as binders,

tinters, primers, top coats, clear coats and hardeners along with all types of thinners. The product

range is made available at leading 3S dealerships, workshops and retail markets. In 2017, Berger

also acquired distribution rights of another brand from Axalta Coatings by the name of Duxone

for Pakistan. Duxone is a brand for the economical tier of the Pakistani VR market. Duxone is a

well reputed brand with a complete range of tinters, binders, primers, top coats, clear coats,

hardeners and thinners.

Road Safety

The motto of Berger Road Safety business is” Leading the Way to a Safe Journey'. Berger

Pioneered the concept of single source manufacturing and application of road marking products

in Pakistan. The advance Cataphos hot-melt Thermoplastic (TP) paint is manufactured in

Pakistan as per BS 3262 specifications. A full range of other road marking products, including

Chlorinated Rubber (CR) paint and Water Based (WB) paint, are also manufactured to match

various application standards. In addition to road marking paints, Berger Road Safety offers a
complete range of other road safety products such as traffic signs, cat eyes/studs, guardrails,

delineators and barriers etc. that meet high quality standards. All Application services are

provided through our trained application teams that are supervised by qualified field supervisors.

Government & Marine

Berger stands tall amongst esteemed suppliers to the Government and its subordinate bodies,

Armed Forces, Aviation sector, Utility corporations, Ports and Shipping, Research and

Development Organizations, Educational Institutions and Health sector. It provides a vast variety

of products and services ranging from the architectural coatings to highly specialized products.

As Pakistan is endowed with a long coastal belt, it needs reliable protection for its sea-bound

crafts as well as off-shore and on-shore installations. Berger's Government & Marine business

meets this need with a wide range of products comprising specialized coatings for ships, air

craft's, fuel storage stands, warehouses, arms and ammunition depots, etc.

Construction Chemicals

Berger is active in most facets of the construction industry and operates sales, warehousing and

manufacturing facilities all over the country, providing local markets with prompt and informed

customer service. BERGER has established a nationwide reputation for innovative construction

technology based on extensive research and development together with experienced practical

advice. We offer a broad range of high-quality, intelligent and tailor-made products and systems

to meet customer's needs, improving the quality, safety, efficiency, economy, design and
durability of construction. The product range of BERGER comprises products for almost every

conceivable high performance chemical requirement of the building. The company has earned

wide acclaim for its high performance Epoxy Floorings and Chemical Waterproofing products.

BERGER products are manufactured under stringent quality control using ingredients sourced

indigenously as well as imported. The array of products include Concrete Admixtures,

Waterproofing treatments, Epoxy Flooring, Sealants and Grouts.

Adhesives

The flagship brand of Berger's Adhesives business is Berlith and NUlith. It is white glue with a

base of plastic resin combined with high concentration, bonding strength and excellent

application qualities. Used both, in the wood furniture and sports goods industries, the high

adhesion strength of Berlith and NUlith, is ideal for gluing hardboard, chipboard, softwood, ply,

Formica, etc. Because of its strong plastic resin base, Berlith and NUlith are the best choice for

use in kitchen cabinets and counters. They also serve as a suitable pasting glue for labels on

plastic, glass, cartons, etc.

Marketing Activities Berger AD Campaign

TVC & Radio Campaign:

Berger Paints aired TVC starring famous film and TV actress Mehwish Hayat. Berger Paints

advertised its product based TVCs of Silk Emulsion, Elegance Matt Emulsion and Weathercoat
Exterior Emulsion. Ad concept, direction and production was done by Pakistan's top agency and

international production house.

TVC Airing:

TVCs were aired in the following channels:

• ARY Digital

• Geo News

• HUM TV

• Dunya News

• HBO

• ARY News

Social Media:

Weekly sponsored TVCs, Posts and cover photos of Product based ads were posted on Facebook

official page, Instagram, LinkedIn and company website.

Berger this time went the extra mile to promote its brand name successfully at one of the most

prestigious and oldest clubs of Pakistan, The Lahore Gymkhana. Continuing our collaboration

with Lahore Gymkhana Golf Club, Berger Paints has sponsored two new branded golf carts to

Lahore Gymkhana club

Berger Paints again initiated the movement and joined hands with I AM Karachi and Karachi

Press Club to enrich the beautification of Karachi city. I AM KARACHI in collaboration with

Berger Paints and Karachi Press Club paid tributes to women of Karachi by painting portraits of

prominent females on the walls of Karachi Press Club

For the promotion of Allama Iqbal's thought and his personality, Allama Iqbal Stamps Society

organized Iqbal Kitab Award. Total 19 books were received which were published on Allama

Iqbal's thought and his personality

In collaboration with Bhakkar Football Community Club, Berger Paints Sponsored the Final

Match of the Tournament held on 30th October, 2020 at Young Heroes Football Club – main

Bhakkar city. After a series of matches start from 16th October, 2020 final match was played

between Lahore Wapda Football Club and Young eleven Bhakar club,

Berger Contractor & Dealers Conventions and Painter Parties Berger Paints organized

Contractors Conventions in the main cities of Pakistan namely: Karachi, Lahore, Islamabad,

Abbottabad, and D.I. Khan. These conventions provided a huge platform for Berger's staff to

interact with the painters and contractors and provided them with information about the company

and its products. Moreover, gifts were distributed through lucky draws followed by dinner. These

events were a huge success as a large number of painters and contractors participated in them

and truly enjoyed the events.

In collaboration with Lahore Zoo and Naqsh School of Arts, Berger Paints sponsored and

organized Wildlife Art Exhibition 2021 held at Lahore Zoo “Sustaining all life on Earth”. The

main ideology behind the Exhibition was to acknowledge the fact that animals and plants are
integral part of our lives for sustainable livelihoods.40 participants participated in the

competition from Naqsh School of Arts. Canvases at Lahore Zoo were brought to life by painting

Wildlife murals. It was a 2 day activity followed by the prize distribution ceremony. The jury

members included; Dr Ajaz Anwar, Jameel Hussain and Javed Iqbal (senior professors from

NCA).

CHAPTER 2

PERSONAL WORKING AND LEARNING EXPERIENCE

BRIEF INTRODUCTION

I Joined the Berger Paint office in DERA ISMAIL KHAN as an internee on the 20th of July

2023.

So, I Have very good working experience with the Berger team at the Dera Ismail Khan office.

They were very helpful, and I enjoyed working with them.

At first, I thought it would be very difficult but when I started to work with them it felt very easy

and enjoyable. I met a lot of people there and built a good PR.

I am very thankful to Muhammad Irfan and Muhammad Umair they gave a chance to learn from

them their behavior with me was very friendly.

FIRST WEEK

The first day I reached the office at 9:00 am I was very nervous there because there were new

people around me but for 1 to 2 hours I was relaxed because they welcomed me very happily and
they talked to me very nicely, My first week was in office they introduced me to everyone and

every department so I was basically interested in sales and marketing so there was man Senior

sales officer name Muhammad Umair he tells me everything about the company and people

work there and from the next day onwards he gives me product knowledge tell me everything

about the paint products how they work where to use each product their types their prices and he

also tells me in which area we are working so we were working in decorative line and tell me

about the markets that how market works and what is the condition of markets so my first week

goes like this in getting knowledge of market, products, people.

SECOND WEEK

In the second week, I went with SSO Muhammad Umair on a market tour in Dera City where we

went to different paint dealers, we gave them new information about the product checked their

shops' conditions listened to their problems and what they were facing, and their issues regarding

paint and we also go to some new dealers to satisfy them to sell our products in their shop In

Dera Ismail khan paint market Berger has 40 % share and its biggest competitor was Master

Paint, Master paint has a very strong position in these markets. I used to meet a lot of different

people. I learned a lot of things from Sir Umair about how he talks to the shop owners and how

he has a very good relationship with shop owners, The shop owners were very satisfied with

Him. I learned a thing from Him that PR is the Best Marketing Key.

We go to at least 15 to 20 Shops in a day, we have to bring sales from them every day.

THIRD WEEK
In the week I used to do the same thing but this week we go to shops to collect payments from

them we used to collect big payments every Thursday, but we also collect it on other days too.

This week I am going on a visit with the SSO in another city that is under their Area, Their area

is known As Center B which Includes Bhakkar, Mianwali, Tank, Lakki Marwat, Wana, and

some other small areas. We have to make some new dealers to make our dealer network strong.

Fourth Week

In my fourth week, my job was changed I was asked to go with the back seller, He was assigned

an area in a city in which he had to go to every house under construction or any house that

needed paint he had to convince them to use our paint, His job was very difficult because he has

to go to every house there and convince them they are assigned with targets that how many liters

of paint he has to sell in a month in this area. Dera Ismail Khan was Divided into 3 areas every

area has one back seller and I used to spend 4 days in each area with each back seller to learn

unique Sales and marketing skills from them In this week with the back seller I was exhausted

from my internship because we have to travel to every house in the area 8 hours a day.

FIFTH WEEK

In this week my job was the same as traveling with the back seller and now I was used to it so I

was enjoying it we met different kinds of house owners some of them says we don’t have money

because painting is the last step of making house and their banks are empty at this step, some of

them says we want to do paints but we want the best quality in less money, some customers are

like we want the most premium paint. So, Berger has every kind of product for every customer
like what they need some of the customers get angry when they are sleeping we go to their door

steps.

Another important thing about back selling is that they have to make good relations with painters

because the owners mostly listen to which paint company is good for them, so the company has

to make the painter happy and satisfied.

Sixth week

This week as I told the company has to make painters and dealers happy so the company

organizes a party every year and they invite every painter and dealer to the party. So, they give

them different kinds of gifts according to how much they had contributed to their sales gifts

include bikes, washing machines, mobile phones, and many other things that make them happy

and they bring more customers to the company the party was very good the General manager of

the company from Lahore also came in the party and distribute the awards.

So on the last day, the company ASM Muhammad Irfan gave a farewell party took me and the

other team to the restaurant, and gave me the certificate to give me good blessings.

SWOT analysis for Berger Paints Pakistan:

Strengths:

1. Brand Recognition and Trust:

Berger Paints has established a strong presence in the Pakistani market, building trust and

loyalty among consumers.

The brand is associated with quality and reliability, contributing to customer preference.

2. Diverse Product Portfolio:

Berger Paints offers a comprehensive range of paint products, including interior and exterior

paints, primers, and specialty finishes.

The diverse product line caters to different customer preferences and project requirements.

3. Innovation and Technology:

The company invests in research and development, introducing innovative paint technologies

and finishes.

Continuous improvement in formulations and application methods enhances the performance and

durability of Berger Paints products.

Weaknesses:

1. Price Sensitivity:
In a competitive market, consumers may be price-sensitive, affecting Berger Paints' ability to

maintain higher profit margins.

Discounts and pricing strategies of competitors could impact the perceived value of Berger

Paints products.

2. Raw Material Dependency:

Berger Paints is vulnerable to fluctuations in the prices of raw materials, including pigments,

resins, and solvents.

Price volatility in raw materials can impact production costs and overall profitability.

3. Limited Global Presence:

While strong locally, Berger Paints Pakistan has a more limited global presence compared to

some international competitors.

Expanding the global footprint could be a challenge, especially in regions where local

preferences and regulations differ.

Opportunities:

1. Booming Construction Industry:

The growing construction and real estate sector in Pakistan provides opportunities for increased

demand for paints.

Strategic partnerships with construction companies can lead to bulk orders and long-term

business relationships.

2. E-commerce and Digital Marketing:

Leveraging e-commerce platforms and digital marketing initiatives can broaden Berger Paints'

reach and enhance customer engagement.

Online sales channels provide convenience and accessibility to a wider audience.

3. Green and Sustainable Initiatives:

Increasing awareness of environmental sustainability creates an opportunity for Berger Paints to

introduce eco-friendly and low-VOC (volatile organic compounds) paint options.

Aligning with green building certifications and eco-labels can attract environmentally conscious

consumers.

Threats:

1. Intense Industry Competition:

The paint industry is highly competitive, with both local and international players vying for

market share.

Price wars and aggressive marketing strategies by competitors can impact Berger Paints' market

position.

2. Economic Downturn:

Economic fluctuations, recessions, or downturns can lead to reduced construction activities and

a decline in the demand for paints.

Sensitivity to economic conditions requires adaptive strategies to weather economic

uncertainties.

3. Regulatory Changes and Compliance:

Changes in environmental regulations or safety standards may require adjustments in

formulations and production processes.

Ensuring compliance with evolving regulatory standards can pose challenges and additional

costs.
CONCLUSION

Berger paintsis working in the environment where unorganized paint sector is flourishing very

rapidly . Berger is also taking notice of the fact that Pakistan is a land of opportunity. Pakistani

market is known as emerging market which provides many investment opportunities to investors

besides poor law and order situation and threat of terrorism. Berger future perspective is closely

related to the fact that how company will efficiently avert all of its internal and external threats.

efficiently manages and enhance its core strengths, how much rapidly grasp the opportunities

from the external environment and try to avail them. last but not the least will be the factor that

to what extend company will remove all of its weaknesses. Berger is premier paint which targets

the urban market. future operations will include focusing for the rural base of the country in the

future the company will try its luck in the rural paint markets of the country for that Berger will

have to scan its internal external future environment ,company's strength, its financial resources,

its sales force volume, future industry trends, economic and political condition of the country and

in last cultural trends within the society so that in future the entire empire of Berger is standing

on the for front of innovative technologies meeting latest consumer demands

RECOMMENDATION

Product Quality:

Invest in research and development to enhance the quality of your paint products. This can

include improving durability, coverage, and environmental friendliness.Regularly test products

to ensure they meet or exceed industry standards.

Innovation:

Stay ahead of the competition by introducing innovative products, such as low-VOC (volatile

organic compounds) paints or new color options.Consider developing specialty paints for

specific applications, like high-traffic areas or extreme weather conditions.

Customer Service:

Train staff to provide excellent customer service, from product recommendations to addressing

customer concerns or complaints.Implement a responsive customer support system, including

online channels and helplines.

Educational Initiatives:

Create educational content about your products, including tutorials on proper application

techniques and tips for achieving the best results.Provide information on paint selection, color

trends, and maintenance to help customers make informed decisions.

Sustainability:

Emphasize your commitment to sustainability by offering eco-friendly paint options and

promoting responsible manufacturing practices.Communicate your efforts to reduce

environmental impact, such as using recycled packaging or implementing energy-efficient

production processes.
Digital Presence:

Enhance your online presence with an easy-to-navigate website, engaging social media accounts,

and possibly an e-commerce platform for direct sales.Leverage digital marketing strategies,

including search engine optimization (SEO) and social media advertising, to reach a wider

audience.

Partnerships and Collaborations:

Collaborate with interior designers, contractors, and other industry professionals to expand your

reach and credibility.Consider partnerships with home improvement stores or online platforms to

increase distribution channels.

Feedback Mechanism:

Establish a robust feedback system to gather insights from customers, contractors, and retailers.

Use this information to make continuous improvements.Actively seek and respond to customer

reviews on various platforms.

Training Programs:

Offer training programs for contractors and painters to ensure they are knowledgeable about your

products and application techniques.Provide certification programs to enhance the credibility of

professionals using your products.

Community Engagement:
Engage in community projects, such as supporting local art initiatives or participating in

environmental clean-up efforts. This can enhance your company's reputation and build a positive

brand image.

Implementing these recommendations can contribute to the overall improvement of the paint

company, fostering customer loyalty and attracting new business opportunities.

ANNEXURE
REFERENCE

https://berger.com.pk/