Berger
paints which have entered India on 1923 have established itself in the market
pinning the slogan "Innovation,
customer-focus, contemporary and responsible products." Berger paints
which originally is a British company dated to 1760 is probably the oldest paint
company. The company further claims on its website that it's driving forces reflect the very spirit of its founder Lewis
Berger - who laid the foundations of brand Berger in mid 18th Century. Now, Berger
Paints India Limited is the second largest paint company with a consistent
track record of being one of the fastest growing paint companies, quarter
on quarter, for the past few years. Apart from India Berger Paints also is
a well established name and product in Nepali market too.
With an view to tackle the Indian
products in Nepali market Pashupati Paints, claimed to be one of the pioneering
paints manufacturing company in Nepal. Within a short period of time, from 1984
to this day it has emerged as a benchmark for the paint industry in Nepal. It
has a prestigious name in paints and is the first unit to get N.S. (Nepal
Standard) mark in Nepal. Pashupati Paints now is manufacturing a wide range of
Decorative and Industrial Paints such as Exterior and Interior Emulsion Paints,
Enamel Paints, Acrylic Distempers, Texture Paints (Exterior and Interior),
Epoxy Paints, Road Marking Paints, Varnish, and so on.
Advertisement technique used :
Berger Paints:
Founded in Britain and expanding its web of market, Berger
paints indeed has used aggressive advertisement techniques.
Celebrity use: It has appointed Bollywood's seductive and most popular actress Katrina Kaif as its brand ambassador.
Use of aggressive slogan: The company has launched a new paint product named Berger Silk with a slogan "Duniya Dekhegi Jab Silk Se Saje Jindagi" where the actress is standing in-front of the wall which is claimed to be painted with the Berger silk paint.
Color Match: Upon going to
the minute observation and study of the advertisement it primarily has focused on
two different colors i.e. Purple and Dark blue. The actress is wearing the
dress, dark blue in color and the wall is painted with purple.
Apart
from the aggressive print technique Berger paints have used a unique technique
to lure customers in its website entitled Seventh Sense of Color Technique which is defined by a short sentence;
"Seventh sense of color technique" as stated by Berger Paints
Sight: Witness the spectacles of colors
Hear: If you listen
hard enough, color has its own symphony
Taste: Savor the
rich, vibrant hues
Touch: Feel the textures
of life, reflected in color
Intuition: Allow
colors to complement your inner sensory flow
Imagination: Blend
these six senses to create the greatest senses of all- IMAGINATION
Pashupati Paints:
Pashupati Paints:
Pashupati Paints one of the most
popular and widely used paint products of Nepal is competing with other
national as well as international paints in Nepali market. The company claims
that it is using R&D (research and Development) method while manufacturing the
product which is termed to be of high quality. In order to compete itself and
stand one of the best in the market Pashupati Paints started its own database
system in 2004 with the brand name COLOR BAZAAR. It has been providing 1
thousand 1 hundred and 24 colors. For the service of the customers it also have
launched apps on android devices through the help of which the people can buy the
colors by matching it in their phone. Though it is a Nepali company it have
hired Indian experts for the research, paint formulation and production tasks. Along
with that it also gets technical support from PUM, Netherland and is producing 8,000
MT paints per annum.
Celebrities as brand ambassador: Pahupati
Paints have appointed Miss Nepal 20__ Shristi Shrestha as it brand promoter. As
Pashupati Paints is manufactured in Nepal it has appointed Nepali celebrity as the
promoter targeting sentiment of Nepalese.
Slogans: Pashupati Paints has the
slogan "Khusi ka Rang Haru"
meaning the colors of Happiness and Joys. It directly targets the people's attention
to seek the happiness and joys. The slogan somewhat makes the people convincing
about the quality of the product.
Eco- Friendly: Pashupati Paints claims itself
to be "lead free" meaning eco friendly. Consumers or people who are aware
about the health are attracted by its claim and there might be sporadic boost
in the paints sale.
Technology Updated/ conscious: Pashupati
Paints is technology conscious as it is providing apps in android phones which
enables the customer to select the color of the paint and match the combination
before giving the order.
Conclusion:
From the above discussions and
contrast between the two distinct paint manufacturing companies we can draw the
following conclusions:
1.
Both the companies are in attempt to convince the users/ general people through
the means of celebrities where the Berger Paints has appointed Katrina Kaif and
Pashupati Paints has appointed Miss Nepal Shristi Shrestha as brand ambassador,
2.
Talking about the impact or the influence of the celebrities thus used Berger
Paints is assumed to draw more attention and assure the people regarding quality
of the product. As Katrina Kaif is the brand ambassador of the paint she has
more fans and is regarded supreme as she is Bollywood's actress in comparison to
Shristi Shrestha, Former Miss Nepal.
3.
Pashupati and Berger Paints has made an excellent attempt to attract the people
with more convincing and attention grabbing slogans. When we talk separately the
concept of 7th Sense of color seems to be more convincing and impressive than Pashupati
Paints.
4.
While talking about the influence of the Pashupati Paints it have more market
in Nepal as it is one of the Nepali product and health conscious people are attracted
by its claim to be lead free.
