1. Welcome to our presentation
MKT- 201
Principal of Marketing

2. Members of Icons

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

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

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

6. Segmentation of their product
Decorative
Industrial
Marine

7. 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

8. 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

9. 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

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

11. Channel distribution Dhaka Chittagong Khulna Rajshahi Bogra Comilla
Sylhet

12. 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

13. 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.

14. 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.

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