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Berger Paints Fights Adulteration with Re-branding


By Crusoe Osagie, 04.18.2010

Nigeria's leading paints manufacturer, Berger Paints Nigeria Plc, has re-branded to fight against adulteration of paints ravaging the paints industry.The Managing Director, Berger Paints Nigeria Plc, Engineer Dare Lawal, said at its 2010 Dealers' Conference stressed that the company has been the leader in the paints market,  adding that between 40-50 per cent of the market is adulterated.

“This is a challenge we need to overcome because our products are adulterated more than any other paint,” he said. He said that the re-branding is also to cast off the harsh economic environment of last year and to recover its traditional share of the market. At its 2010 Dealers' event, he urged distributors to brave up for new challenges, after overcoming the harsh business environment of 2009.

He confessed that the company had gone through very challenging economic times as a result of the global recession, and urged dealers and distributors to join the new phase of marketing, which it had commenced.According to him, the business climate forced the company to drop volume, which it made up for in terms of quality. “To improve sales, Berger has re-branded its paint containers for the Luxol and ProCol,” he said.

“We have commenced training of personnel in our outlets on basic selling skills and customer related services. Existing depots and key outlets are to be uniformly branded with distinct signposts,” he added. In the awards for the best distributors for last year, Elias Ventures won the ultimate prize of Toyota Avansa, a 1.5 litre Utility van, followed by Talad Global Link Investments, another distributor who took home an 8KVA TEC generating set. The two also won mouth-watering rebates to their credit while other distributors went home with sets of refrigerator, portable generating sets and fans 


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