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Business News

Can Berger Paints increase market dominance by reducing prices?

Despite its deliverables of top-notch products, Berger Paints’ stakeholders are seeking reduction of the company’s products prices.

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Stakeholders seek Berger Paints' market dominance

…Berger Paints products not for everyone – Distributors

The ongoing construction works in different parts of the country have led to significant increase in the  market demand for paint with manufacturers recording huge returns on investments.

Considering the high demand for paint products across the country, it is not surprising that there are many existing paint manufacturing firms in the country, operating at different capacities and scales. However, as many, as they are, there still remain the “elite” paint manufacturers that dominate the market. 

READ MORE: Reactions trail Minister’s claim that Nigerians now import Pizza from London

Major competitors 

The fact that the industry is not meant for everyone, as not all existing paint manufacturing firms can afford good distribution network and access to financing, explains why only a few manufacturers are currently dominating the industry. 

The few companies dominating the market space include Berger Paints Nigeria Plc, CAP Plc, Premier Paints Plc, and Portland Paints & Products Nigeria Plc.  

It is pertinent to note that most of the aforementioned market players have a long history of operation in the country, and at the same time, serve all segments of the paint industry. 

CAP Plc seems to be leading the pack of quoted paint companies with a market capitalisation of N17.325 billion. Berger Paints Nigeria Plc follows with N1.985 billion market capitalisation. Portland Paints & Products Nigeria Plc operates with N1.960 billion market capitalisation, while Premiere Paints operates with N1.156 billion market capitalisation. 

Berger Paints’ market dominance 

Being one of the leading paints manufacturing firms in Nigeria, Berger Paints has successfully created a class of its own in the market space. Nairametrics learnt from research carried out on paint products in the market that Berger Paints products are not for everyone. They are for specific persons who not only have a good eye for quality paint products but are also financially capable enough to purchase them.

Berger Paints market dominance evaluation

A paints store in Ogba area of Lagos State

Almost all the stakeholders asked about Berger Paints products heaped praises on the manufacturer. Some said the manufacturer is more concerned about selling top-notch products than its competitors. Only a few persons asserted that Berger Paints products are unnecessarily costly. 

Experts’ opinions on Berger Paints products 

From the painters’ perspectives 

According to a professional painter who simply identified himself as Divine, people rarely make use of Berger Paints products because of the cost.  

“It is very rare to see people requesting that it is only Berger Paints products they want for their paintings. People prefer to go for cheaper products in the market,” the painter added. 

Another painter, Dele Oloyede, acknowledged that the products are good but not everyone can afford it.  

He said:“The paints are good and I will always recommend them, but it doesn’t belong to every class of the society. I mean they have been in the market for long, and they are yet to start producing substandard products. If you make use of Berger Paints products, your paintings will last over a decade compared to others which barely last 2-3 years.” 

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Speaking to another painter, Babatope Raheem, the case is the same. He said, “I will say out of my 100 clients, barely 10 will insist that it is Berger Paints they want me to use for their paintings. It is mainly because of the cost; it is too expensive, not everybody can afford to use these products.” 

Retailers’ and Distributors’ Opinions 

Like the painters’ views on the market dominance of Berger Paints, paints retailers and distributors said they only sell Berger Paints’ products on demand. A paint retailer identified as Bose Oladeji, said there is no doubt in the fact that Berger Paints is the king of other paints in the market, but she had her reservations about its prices. 

“Berger Paint is good for usage. There is hardly a place you will go to that Berger Paint is used that you won’t be impressed by the quality of paints used on the walls. It is the king out there, but it is not for everyone because all fingers aren’t equal. 

“Because of the high cost of Berger Paints, retailers don’t have them in their stores, including me, and I won’t advise anyone to do so, because the demand is slim compared to how people demand for other paint products,” Oladeji told our Analyst.

Similar to Oladeji’s statement, another paint retailer, Kalesanwo Olaolu, said that retailers ordinarily don’t store Berger Paints products because of the low demand.  

“Just take a look around my store, I’m sure you will notice that there are no Berger Paints here. It is because the demand is low, people don’t request for it much like others because it is costly. I only sell on request. 

Financial performance 

Between 2013 and 2018, the revenue of Berger Paints Nigeria Plc grew by 25%. Similarly, its Profit Before Tax increased by 33%, while its Profit After Tax improved by 25%. 

READ ALSO: Focus: This old paint company is struggling to remain king

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The Prices of Berger Paints Products 

Berger Paints have different products that come with different prices. Inquiries on the company’s prices affirms the stakeholders’ points. 

While the company’s 20Lt Clinstay Emulsion sells for ₦36,297.17, its 20Lt Fire Retardant Texcote sells for ₦28,644.06.  

Berger Paints’ 20Lt Luxol Emulsion sells for ₦27,978.66 while its 20Lt Robbialac Emulsion sells for ₦6,221.74. 

The company’s 20Lt Robbitex Emulsion sells for ₦11,451.43 while its 20Lt Rufhide Emulsion sells for ₦16,399.19.  

Berger Paints’ 20Lt Supatex Emulsion sells for ₦19,660.68 while its 20Lt SuperStar Emulsion sells for ₦17,171.51.  

Its AutoLUX 1LT sells for ₦1,798.45 while its Bergernol 5Lt sells for ₦11,623.56.  

Lignolac Wood Finish 4Lt sells for ₦5,192.16 while its Luxol Gloss 4Lt sells for ₦9,473.49. 

Berger Paints’ Robbialac Gloss 4Lt sells for ₦4,774.79 while its SuperStar Gloss 4Lt sells for ₦6,993.05. 

Going by the product prices of other companies, it is true that Berger Paints products aren’t competitive, probably because the products are made for specific class.  

The Upshot 

Berger Paints Nigeria Plc has successfully created a name in the paints market space. As a result, most of the stakeholders spoken to would really love to recommend the company’s products ahead of other companies, but for the prices 

READ FURTHER: Nestle Nigeria’s revenue climbs 5% as profit hits N26.2 billion

During the research, Nairametrics learnt that if a painter is required for a painting service and the prospective client insists on using Berger Paints, that automatically gives an impression that the prospective client has a lot of money to spend. Thus, the service cost will be increased 

More so, painters whom we interviewed expressed their confidence in the ability of the company to produce quality paint products. 

Berger Paints can leverage on the class it has since created in the market space. The company may have to consider dropping its price or produce product options that can serve the middle class and the general public at large. This will have a great impact on the company’s revenue growth and profits. 

Famuyiwa Damilare is a trained journalist. He holds a Higher National Diploma (HND) in Mass Communication at the prestigious Nigerian Institute of Journalism (NIJ).Damilare is an innovative and transformational leader with broad-based expertise in journalism and media practice at large. He has explored his proven ability in the areas of reporting, curating and generating contents, creatively establishing social media engagements, and mobile editing of videos. It is safe to say he’s a multimedia journalist.

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Economy & Politics

Top States in Nigeria with highest IGR per population in 2020

Nairametrics ranks the 36 states of the Federation, including the Federal Capital Territory, based on their IGR per population.

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Nigeria’s states generated a sum of N1.31 trillion internally in 2020, representing a marginal decline compared to N1.33 trillion recorded in 2019, and an increase compared to N1.17 trillion in 2018.  

The downturn is attributable to reduced state revenue as a result of disruptions caused by the covid-induced lockdown, while the crash in crude oil prices also hampered economic growth. 

Internally generated revenue is regarded as income generated by various states in the country, independent of their share of revenue from the Federation account. However, apart from the clear exception of Lagos State, all others depend largely on statutory allocations to run their state affairs. 

Nairametrics ranks the 36 states of the Federation, including the Federal Capital Territory, based on their IGR per population, taking into account the estimated population size of each state as at 2016 and 5% growth rate between 2016 and 2020.  

Geo-political zones 

In terms of IGR per population for the six geo-political zones in Nigeria, South West takes the lead with an average of N13,966, having generated a sum of N561.01 billion and an estimated population of 40.17 million people. The South-South region followed with an average of N8,694 and a total aggregate IGR of N263.17 billion.  

On the flip side, the North-Eastern region, which houses states like Bauchi, Borno, Yobe, etc. recorded the lowest IGR per population of N2,061 closely followed by North West with an average of N2,855. 

Here are the top 5 states with the highest IGR per population in 2020. 

Lagos State – N31,794 

Lagos State, regarded as the economic hub of the nation, with a total estimated population of 13.18 million people as of 2020generated a sum of N418.99 billion as IGR in 2020. This represents an increase of 5.1% compared to N398.73 billion recorded in 2019. 

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  • In terms of IGR per capita, Lagos State generated an average of N31,794 from each member of the population in 2020, as against N30,257 generated in the previous year. 
  • It is no surprise that Lagos State tops the rank, being a major epicentre for economic activities in the country. Lagos State is the largest city in Africa in terms of GDP, and the State is widely known for its large industries, with most corporations in the country headquartered within the state. 
  • It also houses major seaports in the country as well as the State Government’s aggressive taxation policies. These, amongst others, ensure the state makes more revenue internally compared to other states of the Federation. 
  • According to data obtained from the National Bureau of Statistics, Lagos State received a total of N115.93 billion as Federal allocation in the year 2020, representing 21.67% of the total revenue available to the state in the year. 
  • This shows the exceptional ability of the state to run its affairs, using its internally generated revenue with little or no support from the Federal purse. 

Abuja – N24,600 

The Federal Capital Territory generated a sum of N92.06 billion in 2020, the third-highest state IGR in the year. However, based on IGR per population Abuja seats in second position with an average of N24,600. 

  • This represents a 23.5% increase when compared to N19,925 recorded in 2019. 
  • Abuja is the capital territory of Nigeria, with a total estimated population of 3.74 million people across a 7,315km square area. 
  • The state houses a lot of Federal ministries, having been made the country’s capital in 1991. Abuja is also a major conference centre in the country, as it hosts various meetings and summits annually. 
  • A cursory look at the data showed that the state’s IGR only accounted for 57.85% of the total available revenue, indicating that 42.15% of its revenue was gotten from the Federation account. 

Rivers State – N15,281 

Rivers State, being a major oil-producing state in the country, generated a sum of N117.19 billion as internally generated revenue in 2020. 

  • However, with an estimated population of 7.7 million people, its IGR per population stood at N15,281 in 2020, representing a decline of 16.5% when compared to N18,307 recorded in 2019. 
  • Rivers State is in the Niger Delta region of the country with much of the businesses in the state being oil exploration companies. 
  • Evident from the data obtained from the NBS, Rivers State relies heavily on statutory allocations from the Federal Government as well as their share of the 13% oil derivatives as it received a total of N141.19 billion from FAAC, representing 54.64% of the total available revenue in the review period. 

Delta State – N10,045 

Delta state, another state in the Niger Delta region of the country, with an estimated population of 5.9 million, generated a sum of N59.73 billion as IGR, and an average of N10,045 as IGR per population. 

  • Delta State is a major oil-producing state and ranks second to Rivers State. The State supplies about 35% of Nigeria’s crude oil and some considerable amount of natural gas. 
  • Delta State in the period received a sum of N186.83 billion as statutory allocation. 
  • Its IGR only accounted for 24.2% of the available revenue in the period, while N46.11 billion was generated as PAYE. 

Ogun State – N9,263 

Ogun State, a neighbouring State of Lagos State, generated a sum of N50.75 billion. In terms of IGR per population, the State generated a sum of N9,263. 

  • The State’s average income per population decreased by 28.4% compared to N12,945 recorded in 2019. 
  •  The State is strategically located, bordered to the East by Ondo State, to the North by Oyo and Osun States, to the South by Lagos State and the Atlantic Ocean, and to the West by the Republic of Benin. 
  • Ogun State also joins the list of states that are much dependent on FAAC allocations as statutory payments stood at N37.7 billion, representing 42.61% of the total revenue. 

Bottom five 

Katsina – N1,386 

Jigawa – N1,416 

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Benue – N1,736 

Niger – N1,804 

Bauchi – N1,821 

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Business News

SpaceX says it’s pursuing necessary licenses to bring Starlink to Nigeria

Broadband penetration of 70% which covers 90% of the population is the FG’s target in its National Broadband Plan (NNBP), 2020-2025.

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Telecoms sector remains resilient as broadband subscriptions climb

American private space exploration company founded by Elon Musk, SpaceX says it is working to pursue all necessary licenses needed to bring the Starlink Satellite internet services to Nigeria.

This was disclosed by Mr Ryan Goodnight, SpaceX’s Starlink Market Access Director for Africa in a meeting with NCC’s Executive Vice-Chairman (EVC), Prof. Umar Danbatta on Friday in Abuja.

What SpaceX is saying about Starlink in Nigeria

“SpaceX has been in discussion with NCC virtually over the past several months to begin the process of pursuing all necessary licences to bring Starlink, its satellite-based broadband services, to Nigeria.

Having made substantial progress in the discussion, the commission granted SpaceX’s request for a face-to-face discussion to gain better insights on the prospects,” they said.

The NCC stated that it has listened to SpaceX’s presentation and will review it vis-à-vis its regulatory direction of ensuring an effective and sustainable telecoms ecosystem where a licensee’s operational model does not dampen healthy competition among other licensees.

“As the regulator of a highly dynamic sector in Nigeria, the commission is conscious of the need to ensure that our regulatory actions are anchored on national interest,” they said.

NCC added that broadband penetration of 70% which covers 90% of the population is the FG’s target in its National Broadband Plan (NNBP), 2020-2025. This is also in line with its National Digital Economy Policy and Strategy (NDEPS), 2010-2030.

What you should know

Starlink is an internet service launched by SpaceX to improve internet coverage in rural and underserved areas globally. Starlink satellites are over 60 times closer to Earth than traditional satellites, resulting in lower latency and the ability to support services typically not possible with traditional satellite internet.

Nairametrics also reported this month that the  Federal Government announced a deal with Microsoft through the Federal Ministry of Communications and Digital Economy for the development of high-speed internet infrastructure across the six regions in the country.

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