DISTRIBUTION NETWORKS AND MARKETING STRATEGIES Berger Paints has established a robust regional presence through strategic manufacturing and distribution networks. “We are one of four plants. We have a plant here in Jamaica, one in Trinidad, one in Grenada, and one in Barbados,” Williams says. “Through this network of plants, we service our export markets depending on who is best situated based on the shipping route and expertise in terms of which brand is heavily manufactured out of which plant.” The company operates as an omnichannel business with four distinct market segments: hardware, projects, automotive, and retail. While Berger manufactures most of its decorative and industrial products locally, they also distribute PPG, the global leader automotive paints through an Ansa McAl partnership.. Their current retail footprint includes three standalone “colour shops” dedicated exclusively to their product portfolio. A national sales team services customers from three regional hubs. “Our national sales team is geographically dispersed, and we service from three hubs, one in the east, one in central, and one in the west,” explains Williams. “Those salespeople go out every day and negotiate with customers, and we have a seamless delivery setup with our warehouse and logistics team.” The company has developed a marketing strategy that aims to capture consumer attention at the point of decision across all channels. Their marketing toolkit includes digital media, billboards, on-site branding at partner hardware stores, and annual promotional campaigns. “What we sell is beauty, colour, and brightness, so we invest in lifting visibility in those locations to ensure our dynamic portfolio is seen as the colour destination for consumers,” Williams adds. 57 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 03 BERGER PAINTS JAMAICA LTD
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