Welcome to our presentation MKT- 201 Principal of Marketing

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Mission of Berger Increase turnover by 100% in the next five years. Social committed ethical Company. Ensuring best consumer satisfaction.

SWOT analysis To formulate strategies that support the mission Strength Opportunities Weakness Threats

Marketing Strategies S T P Segmentation of product Target market selection Positioning of their product

Segmentation of their product Decorative Industrial Marine

Berger Decorative Top coat finishes Color Bank Decorative is mainly use for household and other use. Decorative Segments is trade driven, where trade plays a vital role in the success of the company. Strong distribution is very essential for that. it can be divided in 3 categories Top coat finishes Color Bank Premier/Undercoat/Thinner

Berger Industrial Industrial finishes High productive coatings Industrial segments depends on industrial sales. It is mainly used for industries both as raw material and protective paints for equipment and building. Industrial finishes High productive coatings Industrial premiers Others

Berger Marine Thinners Premiers Top coat finishes Special coatings Marine paints are mostly used to protect marine vessels from corrosion, dampness and rust. These are effective for offshore structure like oilrigs. It has small dealer network. Thinners Premiers Top coat finishes Special coatings

Positioning strategies Product differentiation Service differentiation Ordering ease Customer consulting & delivery Personal differentiation

Channel distribution Dhaka Chittagong Khulna Rajshahi Bogra Comilla Sylhet

Social Responsibility Image differentiation They improve their image by better quality product. Its slogan also help to improve their image. Media & Sponsorship Media help to improve their image. Berger built up image with also advertising, Sponsorship. Social Responsibility Berger regularly contributes in social welfare through giving scholarship and its organize art competition for young talented fine artist

Technological orientation Environmental Strategies Berger is committed to maintain harmonious eco-system by reduce pollution and install machinery for reduce the level of pollution. Technological orientation Berger has modern state of the art production facilities installed in Dhaka factory. Its Research & Development (R&D) and Quality control (QC) department are equipped with best technology in Bangladesh.

Pricing Strategies of Berger Pricing is the most important policy of Berger. As the paint sector is highly competitive in Bangladesh. Berger generally sets its price on its product quality & analyzing competitors price. In this we can see that they sets high price and serve better quality. They also keep the price at standard position for capturing the market share.

Department of Management studies THANKS .... TO MS. Rubina Maleque Associate Professor Department of Management studies And all the viewers Icons