Digital marketing analysis of Berger Paints India Ltd. Vs Competitors

1. DIGITAL MARKETING REVIEW
BERGER PAINTS INDIA
VETRI KUMARAN ANANTHASAYANAM
DIGITAL MARKETING ENTHUSIAST
&
MARKETING ASPIRANT

2. CONTENTS
 Stats - Internet growth & Digital Marketing
Why digital is relevant and needed?
 Corporate Website
Web Strategy, Landing Page Strategy & SEO Perspectives
 Paid Advertisement – Digital
Pay Per Click Search Ads, Display Ads, FaceBook Ads etc.
 Social Media Marketing
Video & Mobile Marketing
 Other Online Marketing
Email Marketing, Blogs, Discussion boards etc.
 Final Words

3. The Economic Times
http://articles.economictimes.indiatimes.com/ April 14, 2014
Pepsico to spend more on Digital media for IPL
ET BUREAU:
Beverage and snacks
maker PepsiCo, too, has
allocated 20% of its big-ticket
advertising
campaign around the
Indian Premier
League cricket
tournament on digital
media, up from 5% last
year, its marketing
vicepresident Deepika
Warrier told ET recently.
Pepsi is the IPL title
sponsor.
FMCG companies are being
drawn to social media despite
limited sales online thanks to
the lower ad rates, instant
feedback that helps iron out
glitches and the ability to
micro-target consumers in a
slowdown Indian mobile
traffic shot up 87% last year,
with growth being driven by
3G, according to an industry
study on mobile broadband
performance in India.
Pepsico will escalate online
advertising for its new logo
and bottle during the IPL says
Ms. Warrier.

4. Mondelez Plans Big Digital Ad Spending Jump
Snack Maker Says
Digital Will Get
More Than Half its
Dollars By 2016
Mondelez International is going
on a digital-marketing binge as
the maker of Oreo and Trident
finds a better return on investment
online than from TV ads,
executives said today at a
financial conference. The
company's goal is to grow mobile
and digital from about a quarter
of its media budget to more than
half of all spending by 2016 ,
Mark Clouse, the company's
North American president said at
the annual meeting of the
"Digital programming has proven
to drive twice the ROI of
traditional TV advertising," he
said.
‘Cadbury India’ [part
of Mondelez Int’l] too
plans to spend 10-12%
of its overall media
budget this year on
digital media in India,
compared to less than
2% about three years
back.
THE AD AGE
www.adage.com/article/digital RECENT DIGITAL MARKETING NEWS

5. GSK Consumer plans to double its marketing spends
on digital platform this year.
ET Bureau:
GlaxoSmithKline Consumer
Healthcare premiered Nutribic
biscuits advertising only
on Facebook when the brand
was introduced in India last
year. "You can do, learn and
scale up on digital," Jayant
Singh, executive vice-president
for marketing at GSK
Consumer, said.
The maker of Horlicks also
premiered its ad for Iodex pain
balm featuring badminton
player Sania Nehwal on
Facebook and YouTube a week
before releasing it more widely.
GSK Consumer plans to double
its marketing spends on digital
platform this year. Industry
executives say FMCG
companies are increasingly
being drawn to social media
due to low advertising rates,
instant feedback that helps iron
out glitches and the ability to
microtarget consumers in a
slowdown.
"Whether it's a brand targeted
at youth or at farmers, research
tells us that digital platforms
are being accessed by
consumers far more frequently
than even television in some
cases. We are reaching out to
these consumers," Marico's
Satpathy said.
ECONOMIC TIMES
http://articles.economictimes.indiatimes.com/news 14th April 2014

6. The Internet Explosion…

7. The Explosion Pertaining to India
Online Population in
Million
56.3 73.9
31%
March 2012 March 2013
52
Comscore Aug 2013 report
80
60
40
20
0
Note: The Online population excludes mobile internet users & users below 15 years
of age. And the extended internet universe in India was 145 million in Mar 13.
 India now has the 3rd largest internet population in the world and it has surpassed
Japan to become
the 2nd largest internet population in Asia-Pacific.
 The growth of 31% is the world’s second highest growth rate.
Mobile Internet:
Total No. of mobile
internet users Urban users Rural users
Oct-13 110 million 85 million* 25 million
IAMAI report
IAMAI report
Note: Urban mobile Internet users expected to touch 126 million by March 2014

8. Digital Marketing in India
Digital Advertising in India to
reach $477M [Rs 3000 Crores]
by
March 2014 acc. to IAMAI’s
report.
------------------------------------------
----
Note: The figures of the TYNY
report [of Group M] are of net
ad revenues i.e. exclusive of
agency commissions and
might differ from IMRB-
%age share of various media spends from the year
2005
 Digital spends – From 1% in 2005 to 6.5% in
2013. Almost one percent increase every year.
[No significant change in %age for other media
like OOH & Radio].

9. Digital Marketing in India
Category wise digital spends
 Not only is the total ad expenditure
of Digital increasing every year,
Digital spends in every
category/tactic is increasing year-on-
year.
 The spend in Social media and
Mobile category have almost
doubled.
 The growth in video is also to be
%age wise spending in various categories of
Digital [The figures of 2012-13 seen as a
pie]
 Spend in search advertising [Rs 850 Cr]
includes SEO spend, which has increased
from INR 58 Crore to 128 Crore in FY
2012-13 - IMRB [i.e. SEO spend has
doubled].

10. Analysis of Digital Marketing
Tactics
Berger Paints Vs
Competitors
Certain aspects are critically reviewed and
compared with competitors, only for the
benefit and improvement arising out it, if any,
for the company & not out of disrespect for
current practices or practitioners or to
eulogize competitors’ practices.

11. Corporate Website
Web Strategy, Landing Page Strategy & SEO Perspectives

12. Traffic Rank of the Corporate Sites
• www.bergerpaints.com - Almost consistent
• www.dulux.in and www.nerolac.com - Fluctuates
•www.asianpaints.com - Leads all with a huge margin
[Source: Alexa.com]

13. A Few more Metrics from Alexa
• Berger’s bounce rate is
the lowest, which means
that more no. of Berger
website’s visitors visit more
than one page per session
[In general low bounce is
a good factor, if the user
is moving from one page
to another for exploration.
But it could be
undesirable if the
movement is due to
improper Landing Page or
lack of Call-to-Action in
Berger’s pages]
• Daily time on site is the
highest for Berger among
Competitors which is very
good.
• The %age of visits
through search engines is
about 40% and hence SEO
is of prime importance for
Berger
Metrics Berger Paints Asian Paints Dulux Paints
Nerolac
Paints
Alexa Global
rank
214033 20223 293273 532941
Alexa Indian
rank
23969 1950 25528 63198
Bounce rate 27.60% 42.10% 34.70% 33.80%
Daily
pageviews
per visitor
4.5 4.12 4.3 4
Daily time on
site [min]
5:16 5:02 3:53 3:55
What
percentage of
visits come
from search
engines
39.6
15.3% [down
22% over the
past 3
months]
35.5 [up 26%] 33.80%

14. Title Tag Analysis
‘Home’, ‘About Us’ & ‘Interior Products’ Pages
• A title tag is the main text
that describes an online
document and appears in
three key places: browsers,
search engine results
pages, and external
websites.“It is the second
most important on–page
SEO element” says a
popular SEO company
Moz.com.
• Title tags of ‘Home Page’
& ‘Interiors page’ are fine for
Berger. But the title tag for
‘About us’ page i.e.
‘largest paint
manufacturers, textured and
plastic paint manufacturers’
looks verbose and like a
rambling title. Here
Google by itself has taken
a different title in the
SERP than the one given
by Berger’s webmaster [In
this case it has taken the
E.g. Web
pages
Company Title Tag for the pages
Home Page
Berger Paints
Paint your Imagination: Paints for home, Exterior Interior Painting
colors - Berger Paints
Asian Paints
Indian Paint company & home painting solutions company - Asian
Paints
Dulux paints
Home wall paints & room design decoration ideas|color & Paint
company India - Dulux Paints
Nerolac Kansai Nerolac Paints Ltd.
About Us
Berger Paints
Title tag as shown in web browser - "largest paint manufacturers,
textured and plastic paint manufacturers“[given/programmed by
Berger’s webmaster];
However Title tag as seen in Search result [Headline of the search
result] - "Company Profile - Berger Paints” [Due to various reasons
Google sometimes gives different Title tag in the SERP by itself]
Asian Paints Best Paint company in India - Asian Paints
Dulux paints About Dulux Paints| Paint company India | Akzo Nobel India
Nerolac Kansai Nerolac Paints Ltd|About Nerolac & Kansai
Interior
Paints Page
Berger Paints
Interior wall coatings, interior painting Ideas, wall coating colors -
Berger Paints
Asian Paints Home interior paints from Asian Paints
Dulux paints
Interior wall paints|Interior Home paint color schemes|Interior house
painting design India - Dulux paints & colors
Nerolac Kansai Nerolac Paints Ltd|Interior

15. Making Title Tags Compelling for a
Click
In the screen shots below
 Jotun’s title tag is “The fastest growing paint company in the world” for their ‘About
Us’ page
 Berger’s title tag is ‘Company Profile’ for the ‘About Us’ page [which is not the one
given by the webmaster but the one given by Google by itself, as explained in the
previous slide]
 Which one is at least a little compelling than the other?

16. What Constitutes of a Good Title
Tag?
Apart from making the title tag compelling for a click, the title tag should have
keyword phrases
of value/high search volume. For when more searches happen for the keyword, the
probability of
clicking on the search result which has a title tag with the same words used by the
searcher is high
and hence more traffic to the site.
Comparing Asian’s Smart Care page Vs Berger’s Home Shield Page:
Asian’s Title tag – ‘Waterproofing solutions from Asian Paints Smart care’
Berger’s Title tag – ‘Title’ [Some title tag is better than nothing at all]

17. Next few slides:
Paint Industry Keywords, Page Ranks
& Landing Page for these Keywords.
[Non-branded keywords were chosen randomly from Google
Keyword Planner for this Exercise. And comparison of Ranks &
Landing Pages for competitors is done for some these
Keywords]

18. Rank in the Search Engine Result
Page – Organic Results
Better the rank of a search result, better is its visibility and probability for a click.
KEYWORD
Avg. monthly search
vol.
Berger Asian Dulux Nerolac
Wall painting Ideas 2400 2nd page - 7th position 1st page - 1st rank 2nd page-3rd r > 5th page
Exterior paints 1300 1st page - 4th 1st page - 1st-3rd rank 3rd page - 3rd 2nd page - 5th
wall paint colors 880 1st page - 9th 1st page - 2nd & 3rd 3rd page - 5th > 5th page
wall paint designs 1900 3rd page - 5th 1st page - 1st & 2nd 2nd page-6th > 5th page
Paints for home 390 1st page - 1st rank 1st page - 2nd to 8th 1st page - 10th 2nd page - 3rd
Paints for house 390 1st page - 1st rank 1st page - 2nd to 4th 1st page - 6th 2nd page-4th
• The ranks of Berger are good for some medium & lower volume keywords.
• Berger rank needs to improve for high search volume keywords.
Note: The average monthly search volume is according to ‘Google Keyword
Planner.’; There are two or more search results in case of Asian for the same
keyword e.g. 1st page 2nd & 3rd; 1st page 2nd to 8th etc; The ranks might vary from
time to time and these ranks are according to the searches done on 2nd and 3rd
April

19. Landing Page & Metadata
•There needs to be
consistency between the
Title Tag, Meta
Description, the URL of
the LP and the Landing
Page.
E.g. of Inconsistency is
shown in the right:
1. Title Tag : Wall
Painting Ideas,
Interior Painting
Ideas, Exterior wall
coating…
2. Meta Description :
Get the wall painting
ideas for your rooms,
flats & offices. Find
tips and techniques,
interior painting
ideas……
3. URL of the Landing
Page :
www.bergerpaints.co
m/products/exterior-
 Google search query: ‘Wall painting Ideas’
 Avg. monthly search volume: 2400
When the Title Tag, Meta Description includes ‘Interior
Painting Ideas..’, the Landing Page [& the corresponding
URL] is
of Exterior wall coating only. Hence there is a mismatch
between
Meta Data & Landing Page.

20. Landing Page & Search Intent
•Landing Page needs to
match the intent of the
search query
• Most probable intent of
the search query: I want
to know the various
ways in which my walls
can be painted for e.g.
different color
combinations, designs
and textures which can
be made etc.
• Title Tag & Meta-description
are
consistent with this
intent
• But the Landing Page
is Exterior products
page which is
inconsistent with the
both the intent and
meta items.
•The inconsistency
might not only make
Search query : Wall Painting Ideas
Landing Page: www.bergerpaints.com/products/exterior-wall-
coatings

21. Vs Landing Page of Dulux
Same search query: Wall Painting Ideas Landing Page for the search
query
The Title Tag, Meta Description, the Landing Page URL & the Landing Page are
consistent

22. Vs Landing Page of Asian Paints
Same search query: Wall Painting Ideas Landing Page for the search
query
The Title Tag, Meta Description, the Landing Page URL & the Landing Page are
consistent

23. SERP
Berger’s Rank: 1st page
1stRank
Berger’s Search Intent,
LP & Metadata :
Consistent, Relevant
Still How does Asian
score better on this
SERP?
1. SERP saturation i.e.
Asian covers more than
70% of the page by
getting listed from 2nd to
8th rank & hence more
opportunities for a click.
2. Catering to users with
many different intents &
maybe in various stages
of purchase cycle too.
[Reading the Intent or
stage in the purchase cycle
of a user from the
Keywords used can
sometimes be tricky or
ambiguous & the need
states/purchase cycle
stage per keyword is not
Google Search Query : Paints for Home
 Here a user might have intended to know details of
various
products [or] to know about Home Painting service [or]
might have
to know the various processes involved in painting etc.
 A user may be in the "consideration" phase when they are
at the beginning of their search and move to "evaluate" by
the time they get to the second result and "buy" by the
time they get to the 3rd result

24. Few Other Important Metrics for
SEO
• The things we saw on
previous slides were
mainly about on-page
optimization. There are
other important off-page
optimization criteria like
link building, getting
equity-passing/juicy
links [to build, authority &
trust], getting follow links
[which Search engine
uses for page rank
calculation] etc.
• Many things can be
noted through these
metrics and if we delve
deeper and see each
linking domain or
anchor text etc we could
get more insights. For
example, one of the
observations here is
‘though the total no. of
links for Dulux is the least,
it has more no. of juicy
links and follow linking

25. Misconceptions – Search Engine
Results
• A mail sent from PMG states that Berger’s Silk
Experience Website ranks high on Google Search.
• Ranks were indeed top ranks when checked
using Rank Checker tool on 11th Jan.
So, what’s the problem now?
Keyword Avg. Monthly Searches
luxury emulsion -
luxury interior paint in india -
luxury emulsion in india -
asian paints royale 4400
royale luxury emulsion 90
Table : Google Keyword Planner Search volume as on 21st April 2014
-The problem is the Keyword phrases used to check ranks. How many people
search for these KW?
-To rank in the top for high search volume keywords is important [not any
keyword].
-Low search volume KWs can be used in the website for SEO but the overall
performance of a website should not be gauged by using ‘Insignificant/low
search volume keywords’.

26. Paid Ads
Pay Per Click Search Ads, Display Ads, FaceBook Ads etc

27. Comparison of Paid Ads
*Display ads are marked
‘Yes’ for Berger based on
the mails sent from PMG.
It was mentioned that the
ads are dynamic. I
haven’t seen any but I
assume that Ads are
based on Real Time
Bidding [RTB].
I have mentioned ‘not
sure’ for Display ads for
most of these are either
targeted [or] based on
RTB [or] re-targeted
etc..and hence difficult to
trace, unless part of the
segment targeted.
Company PPC - search ads Display Ads
Social media ads &
sponsored stories
Berger No Yes [recent times]* Not sure
Asian Yes Yes yes
ICI Yes Yes Not sure
Nerolac No Not sure Not sure

28. ‘Pay Per Click’ Search Ads
Why & How PPC search
ads ?
[1] PPC ads can
complement search
page results esp. for
keywords which can be
interpreted to have
multiple intents. [It can
also be part of the page
saturation strategy for
few keywords].
E.g. For the keyword
‘wall painting ideas’ two
different search results
appear in Paid and
organic results for
Asian i.e. catering to
two different intents.
[continued in the next two
Asian & Dulux search ads appearing for the KW ‘Wall
Painting Ideas’:

29. PPC Search Ads for Branded
Keywords [2] PPC ads can be done for
[a] Our own branded keywords for two reasons, one is to dominate search results
and second is to preemptively stop competitors to invade our territory by
bidding for our branded keywords…few months ago Asian had bided for the
keyword ‘Berger Paints’ and Asian’s PPC ad appeared upon searching
Berger Paints
[b] Since we can’t have competitor branded keywords as part of our SEO, we can
bid for competitor keywords in PPC i.e. the same thing that Asian did for the
keyword ‘Berger Paints’ can be done by us for Branded keywords of Asian,
Nerolac, Dulux etc. Given below is the table with search volumes & bid rates
for the branded keywords – Google Adwords.
[Note: the bids suggested were at that point of time when Asian had bid for the keyword
‘Berger Paints’]
Keywords Avg monthly search vol
Bid suggested by Google Adwords &
competition for the keyword
Comment
Asian Paints 110000
The suggested bid is only Rs 4.54 &
competition is medium
Berger can try bidding for the
keyword 'Asian Paints' and check the
click through rates.
Berger Paints 18100
The suggested bid is 14.06 &
competition is medium
Asian might have bidded for this
keyword and hence high bid rate
suggested
Dulux paints 6600
The suggested bid is Rs 4.31 and
competition is low
Berger can try bidding for the
keyword 'Dulux Paints' and check the
click through rates.

30. PPC Search Ads – Few More
Points
[3] PPC search ads can be done for Keywords for which the
organic search result rank is very low and might take time to get
good organic rankings.
e.g. In one of the previous slides we saw that for keywords ‘Wall painting
ideas’ and ‘wall paint designs’ Berger ranked only in the 2nd and
3rd pages. PPC ads could be tried for such keywords.
[4] PPC ads can be also be effectively used to drive traffic to a newly
added page in the website.
e.g. This slide has PPC ads of Asian Paints who is trying to drive traffic
to their ‘We listen’ & ‘colour consultancy’ pages through PPC ads.

31. Display Ads - Suggestions
Before we start, I want to let you know that I am not sure about the kind of display
ads being done by Berger in recent times. I only assume from the mails sent from
PMG that some kind of RTB or Real-time bidding ads are being done.
1. Though retargeting or remarketing is mostly done by e-commerce sites only, it
can work in place where the purchase cycle is longer. In Berger, retargeting
can work best for Prolinks customers, Architects & IDs where staying in
front of leads for a considerable time can influence decision making.
[i.e. cookie codes can be placed only in the Professional users pages & visitors
of these pages can be retargeted, [a newsletter signup form should be the
CALL FOR ACTION in these pages] and maybe people who do not sign-up can
be retargeted prompting them to signup].
2. Good that Berger is using interactive & creative display ads [as per the mail
from PMG] . Interactive ads to be continued [something inspired by ‘Kids color
books’, ‘tatoos’, ‘face painting’, ‘ladies accessories inspired’ etc could be tried
too]
3. Display ads can also be tried for new product launches and product property
enhancements to get the initial Brand Awareness

32. Social Media Paid Ads
Paid Ads are offered either in the form of Sponsored Stories/ promotional posts [or] in
the form
of Display Ads. FaceBook, Twitter, Linkedin etc offer Paid Ads. Google+ has recently
started Paid Ads
& Instagram is testing paid ad formats.
Asian’s Sponsored Post in Linkedin
 Social media paid ads work best when the ads
or the sponsored posts/stories appear in the Newsfeed.
- Though ‘Sponsored Like stories’ etc can naturally
appear in some friends’ newsfeeds, a sponsored story
has the potential to reach more people.
- Domain sponsored story is another good option.
 Display & Video Ads: Retargeted ads through
Facebook Exchange can create some impact, for people
have already been to that website and people spend more
time in social media sites and hence sustained ad
exposure can be created.
 The best thing about social media ads is the right targeting …demographical,
behavioural & interest based. For e.g. Berger can advertise at all people
interested in Interior Decoration, Home improvement etc.

33. Social Media Marketing

34. Comparison of Social Media Used
Social Media
Platforms
Berger Asian Dulux Nerolac
SOCIAL NETWORKS
Facebook Yes Yes Yes Yes
Google+ No Yes Yes Yes
Linkedin Yes Yes Yes Yes
VISUAL
Pinterest Yes Yes No Yes
Instagram Yes Yes No No [but srk fans tagging]
Vine No No No No
Youtube Yes Yes Yes Yes
Slideshare Berger Breathe easy No No No
Flickr No No Yes [no activity] Yes [no activity]
MICROBLOGGING
Tumblr
No [but tagged by Katrina &
Salman khan fans]
No [only Asian Paints Nepal has
a tumblr blog]
No [Only Dulux UK has a tumblr
blog]
No [but tagged by SRK fans]
Twitter Yes Yes Yes Yes
BLOG PUBLISHING No No
Yes
[http://duluxpaintsindia.blogsp
ot.in/]
No

35. FaceBook Page Likes - Comparison
• Berger’s no. of likes is
way below our
competitors. The growth
figures did not appear for
Berger [may be owing to
relatively smaller & newer
Likes]
• Dulux has a got a good
tangential growth in the
no. of likes starting from
Jan 2013.
• Steep growth in the no.
of likes is seen from
Aug/sep 2013 for Asian
Paints.
• Both Asian & Nerolac
has seen good growth in
the no. of likes in the last 3

36. FaceBook Page Ratings
The scores below are from a tool called ‘Likealyser’
Berger, Asian, Nerolac & Dulux – clockwise from Top left.
Berger – Small but better performer. Few basic things rightly done & Ratios favoring
smaller player.

37. Facebook Page Performance
Based on simple formula for engagement rate – PTAT/total no. of likes:
Asian, Berger, Nerolac & Dulux – clockwise from Top left.
The engagement rate of all companies are very low. But Engagement rate of Berger
is better than
competitors [one of the factors for better Likealayser score than competitors]. But this
engagement

38. How to Use FaceBook Better, as a
Tool
Berger has about 10.1% traffic coming from FaceBook. [Source: Alexa].
 This is good utilization of FaceBook. But how to make FaceBook an even better
tool for Berger & utilize it better than how competitors do.
1. Likealyser suggests Liking and interacting with more pages.
[a] Berger page can like and interact with other external pages for e.g. Interior
design, Home & garden pages
[b] It can also like & interact with its own internal product pages - Breathe
Easy page,
WCAG page etc
[Do we need so many product pages apart from the corporate page representing
Berger is a different topic all together]. But for now at least interaction and
coordination between corporate and product pages is necessary and it is an
opportunity for competitors too have not done this so far.
(continued – next slide)
Sites visited immediately before visiting corporate website
BERGER ASIAN
google.co.in - 35.1 % google.co.in - 18.8 %
facebook.com - 10.1 % google.com - 10.9 %
google.com - 8.8 % s2d6.com - 5.8 %
naukri.com - 4.7 % facebook.com - 4.6 %

39. How to Use FaceBook Better as a
Tool
2. Creating many relevant fun interactive Facebook apps. All Berger FB apps
are redirecting apps, which upon clicking the CTA gets redirected to the Berger
Website only. Though creating traffic for the website through these apps is good,
we still need to create apps which users will enjoy and share with other FB friends
[For e.g. Create your own wall designs (or) color your friends face etc ]
3. Create many ‘Like’ based contests and campaigns and build Likes & followers
aggressively.
4. All companies post mostly photos. Though visual posts are superior to other type
of posts in terms of grabbing attention, we could add some interesting non-visual
posts too and within visual category itself we could add lot of videos,
Infographics [ads, how-to-videos, testimonial videos, how-to slides etc.]
5. Paying attention to posts by others, responding to them on time and taking
care of the logistics of contests and campaigns helps avoid losing out customers &
prospective customers [Many contest participants have post in Berger’s page
about the delay in redeeming the contest gifts.]

40. Comparing Twitter Followers,No.of
Tweets
Companies No. of tweets
BERGER 1447
ASIAN 5488
DULUX 3464
NEROLAC 2255
• Asian has been building
good no. of followers. The
tangential graph
represents its growth in the
platform.
• Nerolac may be the first
one to use twitter, but the
follower graph is flat.
• Dulux is aggressively
building followers [150%
growth in the last 3
months]. This is evident
from the no. of tweets too.
•The tool used did not
capture Berger’s growth
rate.
[The figures are of April

41. Twitter Suggestions
Gaining followers on twitter, running contests, trending at the top a few times
etc are
by no means easy tasks which Berger has done well.
 BUT WHAT IS BERGER’S OBJECTIVE OF USING TWITTER?
What’s the point gaining1000+ followers and tweeting the same stuff about colors
etc and running contests for the same set of contest freaks who participate in 100
other contests & tweet about 100 other brands to the point where none of their
followers might not even want to read their contest tweets.
 TWITTER IS A GREAT TOOL TO BUILD RELATIONSHIPS.
We could identify Architects, IDs, & other professional users who use twitter,
follow them [who in turn can follow our page], post content relevant &
interesting to these set of people, and build relationship & trust. [It is important
to have SMARTED GOALS here too].
 Exploit Katrina’s followers on Twitter to again mileage for Berger [in case we
stick to B2C focus].

42. Other Social Media
• Pinterest is a great tool for Visual & aesthetic related product like paints.
PINTEREST
All Companies are in the starting stage only [though Asian seems as on 30th
to be
leading] and hence we could build a good base here.
March
- Stunning, magical & awe inspiring visuals is the key [for e.g. Berger’s
famous sky blue Billboard is very attractive and many would like to pin it].
- Katrina fans can also be exploited here too.
No. of
Boards
No. of
followers
No. of Pins
BERGER 12 29 88
ASIAN 16 587 399
DULUX - - -
NEROLAC 9 29 400
• Google+ is another fast growing social media. It can not and should not be avoided at
least for the fact that it is part of the behemoth Google [and it is said to help SERP
rankings too by some]. Berger is not present in Google+ and INSTAGRAM needs as
to start a Google+
No. of
No. of posts
page ASAP.
on 16th April
followers
BERGER 63 82
• Other visually important Social media like Instagram & Tumblr
ASIAN 139 269
can be utilized well too. None of the paint companies are on
Tumblr and Berger can start a blog on Tumblr, for Tumblr has both blogging &
Social together
Good focus through contests etc is already being given to Instagram by Berger.
This should continue for two reasons:
[1] Mobile esp. Mobile videos has huge potential now and in the future.
[2] More followers of Instagram than Pinterest for Berger at this stage means Berger can
try to get more mileage from Instagram.
• Linkedin can be well utilized to connect with professional paint users like architects
& IDs. Big corporate companies to medium sized builders are also the TG. [Both Berger’s

43. VIDEOS–Youtube & New Video Apps
Youtube India Vs Other TV
Channels
Photo taken at the g|day India event I had
attended in
Aug 2012. Youtube India is ahead of many
According to the Comscore 2013
report,
there was a 27% increase in Indian
online
video YOUTUBE as audience. on
54 million watched
16th April
video
No. of
subscribers No. of views No. of videos
BERGER 114 291117 50
ASIAN 1696 4477628 190
DULUX 229 520782 74
NEROLAC 506 617572 92
online. Youtube has 58% share in it.
Though Berger is hugely lacking
BERGER -
YOUTUBE
behind
In March In April
Growth in less
than a month
No. of
Competitors subscribers
in Youtube, its growth in
recent times is high.
98 114 16.3 %
No. of views 178386 291117 63.2 %

44. Youtube Suggestions
Suggestions for getting better mileage out of Youtube -
[a] as a channel/content providers [b] as an advertiser:
[a] As a channel/content provider – content marketing through videos:
1. The main purpose of Berger’s Youtube should be to let customers discover,
explore and clear doubts about paints, Berger’s products, usage etc through
the easy to grasp video medium. The majority of the videos should be
informational videos like ‘how to’ videos and relevantly entertaining
videos rather than mostly TV ads.
2. Youtube is like a TV channel in itself, and hence Berger should create
content for Youtube itself. E.g. Berger can even create a series of videos
with interior design as a focus [without overtly emphasizing brand Berger]
and this could be a good resource for IDs, architects & general customers
as well.
3. Entertaining videos like an animated movie explaining how colour was
used in the early days like in the Egyptian civilization; how & what did
Aristotle, Isaac Newton etc find about colours; illusion videos based on
colour psychology; how colour is used in bollywood etc.
4. After creating such videos, these could be promoted within youtube itself
through ‘Channel ads’ etc and by uploading & sharing in various social
networking channels.
[b] As an advertiser, Adwords for Video can be tried as it could cost effective

45. Mobile Marketing
 A few stats pertaining to mobile in India [as on Jan 2014] – How mobile is a
dominating force? :
- Total mobile subscription: Above 893 million
- Mobile internet & Smart ph penetration as a %age of tot pop: 11% & 13% resp.
- Avg. time spent by mobile internet users on mobile internet: 2H 36 min
- %age of mobile users using social media apps on mobile:57%
- Active social media users accessing social media on mobile device: 72 M [source
– wearesocial.sg]
- Mobile & Tablet internet traffic of the total – 14.2% [source : comscore 2013]
- More than 30% of videos watched on Youtube through Mobiles acc to a report by
Youtube.
 How competitors use Mobile:
- The picture [of Mobile phone] is of
the interactive display mobile ad
done by Nerolac.
- “Today your dabba will bring your
colour home” is an SMS based
campaign done by Asian Paints
Utilizing the dabbawala Network in
Mumbai.

46. Mobile Apps - Comparison
Mobile Apps are widely used by Smart Phone users. Apps serve both utility & brand
building.
Mobile Apps Asian Berger Dulux Nerolac
App Name ColourSchemePro MyColourProject BergerColorworld DuluxColourSchemer NerolacColourStyle
Runs on Andriod, iOS Andriod, iOS Andriod Andriod Andriod
Description
[The functionalities
of the Application]
Colour Selection Home décor images Colour selection Colour selection Colour Selection
Colour Combination Pull colour from Images Visualization Colour Matching Colour Combination
Textures & Designs Visualize on Images Shade Card-Fandeck Colour Combination Visualization
-
Upload Home Décor
Ideas
- Product Info with Shades Product Info
Additional
Features
FaceBook Sharing
FaceBook, Twitter, G+,
Youtube, Pinerest
- - -
Dealer locator
Dealer locator, My
profile, My Fav, Contact
us, your Voice, Help,
Stars & badges
- Dealer Locator
Dealer locator, Advice,
Contact HomeStylers,
Paint Calc, TVC, Game,
updates
Installs 50-100 K 10 - 50 K 10-50 K 10-50 K 10-50 K
Last Update 18-Oct-13 4-Apr-14 28-Apr-13 3-Apr-13 31-May-13
Avg. Star Rating 4 Star 4 Star 3.5 Star 3.9 Star 4.2 Star
Reviews Mixed Mostly positive Mostly negative Mostly positive Almost all very positive
Asian has two consumer apps running both on Iphone & Andriod phones [Third -
Beta testing]
Nerolac & Dulux have an andriod app each and both UX & functionalities are
decent but not updated for a long time now. At least social could have integrated.
Berger’s app is very basic and it is unappealing & unprofessional to say the least

47. Other Digital Marketing Tactics
Email Marketing & Retargeting; Blogs; Discussion Boards

48. Email Marketing & Creating Mailing
List
Email marketing is touted to be one of the online tactics which gives the best ROIs. It
can be seen in the figure that it has the best
Impression, best Click
Through Rate [67%], click
to look for information
online is also one of the
highest [81%].
Berger can use email marketing for Prolinks & Home Painting [E-Mailers are already
being sent for Home Painting I guess]. But how do we get the mailing list?
-> One of the opportunities is currently being used by Berger asking people to
register for the #EasycleanIndia campaign.
->The other one is ‘Colour horoscope asks for birthdates. After it shows colour of
the month…an user can be given an exclusive Monthly or yearly horoscope pdf
download [by Bejan Daruwalla etc] for registering with their email ids [the bonus is
we have their date of births too..for personalized email wishes]’
-> Asian & Dulux both use email marketing. Asian Paints used Free Color & product
guides/décor books as a bait to garner registrations.

49. E-mail Marketing [After creating the
List]
 What do you do after generating
the mailing list, how do you send
mails, what type of mails do you
send, which mail do you send to
whom, what is the frequency of
mails sent etc. are all very
important.
 Asian e-mailer on the left looks
pretty impressive with various
topics to choose & good Call to
Action. Asian has sent 9 mails
since December i.e. around 2
mails per month [this frequency
too seems to very optimal].
 Berger is yet to send any e-mail
or start the communication rolling
through email based on the
registration done for
#easycleanindia campaign [as on
17th April – registered more than a
week back]. At least a Thank You
note for participating in the contest
Asian Paints e-mailer:

50. Email Retargeting & CRM
Retargeting
 One way of utilizing e-mailers better is to send the right email to the right
person & creating synergy between email & other forms of e-marketing.
One good way to do this is email retargeting. After an email is opened,
Display ads are shown through-out the web for that particular email recipient.
And based on what item the recipient has clicked the content of further emails
& further display ads can be decided.
 Berger can use the email list of people enquiring about home painting
services and do targeted email marketing as well as do the display
based CRM retargeting. [Now BD & prolinks sites too are captured, the list
could become bigger & better]. And CRM email retargeting can especially be
used to dig deep in to the old customers list within CRM.
Retargeting Explained. Here the only difference is ‘visit your site’ is replaced by ‘Open
your Emailer’

51. Blogs & Blogging Platform for
Marketing
• Indian blogging
audience grew 48%,
close to 36 million. 26%
blog traffic from Mobile
and Tablets. [comscore
2013]
• External blogs can
help in brand building
and serve as another
touch-point whereas
Internal blogs [having
blogging page within the
corporate website] which
when updated on a day-to-
day basis helps
search engine indexing
[which might play roll in
ranking too]
• Running blogging
contests like Asian
helps in 1. Building
inbound links [for SEO]
2. Popularizes the
product or service 3.
Blog of Dulux India Asian Paint’s ‘Great
ways to create a beautiful
Home – Blogger contest’
Asian’s Home Blogger contest Asian’s blogging
contest for new
Participant’s blog Aquadur PU [only for kerala
blgrs]

52. Discussion Boards/Forums
It is important to create a positive
presence in discussion boards & forums.
By using subtle persuasion participants
can even be directed to the Berger’s
Home-base or Outposts.
Various topics in Indus-ladies forum:
Discussion in topnews.in forum:

53. Product Review Sites
Since ‘Online
reputation
Management’ is also
a part of digital
marketing I have
taken this topic too.
• Comparison
shopping has grown
52% from 7 million to
11 million in a year
[Mar 12 to Mar 13] -
Comscore 2013
• Smart phone users
researching products
via their phone: 91%
The stats confirm that
people do look at
product reviews
before buying a
product/ service.
Hence it is very
important to create a
Let’s for example take mouthshut.com’s reviews of Berger,
Asian & Nerolac. [this site doesn’t have reviews for Dulux]
Companies
Total no of
reviews
All 6 reviews for Berger are bad reviews [1 star rating by
all]. Bad
reviews for Asian in terms of absolute numbers and the no.
of viewers
of these reviews are high [though few reviews for Asian are
good]. Each
bad review is viewed 14000 times, 18000 times etc. For
Berger &
Nerolac this no. of views are slightly lesser. [But relatively
impact is same]
Ratings
5 Star 4 Star 3 Star 2 Star 1 Star
Berger 6 0% 0% 0% 0% 100%
Asian 60 5% 8% 7% 23% 57%
Nerolac 4 0% 0% 0% 25% 75%

54. Final Words
Please take the following inputs into consideration, in case these are not yet in
practice already:
1. To have clear Digital Marketing Objectives & align them with overall
objective of the company/Marketing Objectives.
2. To have clear SMARTed Goals for all the tactics used in the Digital Marketing
i.e. each tactic like email, social, paid to have its own specific objectives and
measurable time bound goals.
E.g. What do we want to achieve through Email marketing as a tactic – Brand
building or increase site traffic or make people call the call-centre? If making
people call-centre is the goal, how many people should call the call-centre after
reading email, how many people should open the mailers etc.
3. Content is the King. All DM tactics should either have good content or drive user
to good content.
Note :
1. All the analyses were done using free-tools available on the internet. Berger
must already be or can do deeper & better analyses using Account Holder,
Customized, Paid tools. [If there are any wrong figures in the analyses owing to
be tool used etc. Please excuse].
2. Many more aspects like ‘Contests & Campaigns in Social media’, e-commerce
initiatives, mistakes to avoided in e-marketing etc could have been

55. I am very passionate about Marketing and given an
opportunity,
I would love to join PMG.
Vetri Kumaran Ananthasayanam
IAMAI certified Digital Marketing Professional