Marketing strategies of Berger Paints Bangladesh Limited

Abstract

This report covered the strategies of the Berger paint Bangladesh limited. Berger is one of the most renowned companies in our country. In formulating strategies the company first makes SWOT analysis on the basis of mission & objective. Berger Paints Bangladesh Limited (BPBL) has long been dominating Bangladesh market with about 50-55 percent market share and its painting in Bangladesh since independence. And this has been a footstep to bring more than 230 years of global paint industry experience into Bangladesh. Berger is one of the oldest names in paint industry tracing back to 1760. Lewis Berger, a German national, founded dye and pigment making business in England. Marketing strategies is one of the most important marketing mixes of Berger. Different researches show that customer demand is the most important asset of Berger for being the market leader of Bangladesh. Making this customer demand is possible not only by the quality products but also proper marketing strategies activities. Now most of the Brand loyal customers make Berger ahead from other competitors. Increase the price of raw materials and price war among competitors, these two ways pressure make a major change of the promotional activities of Berger. This report will try to find out the customers view and the current practices of Berger and the competitor of Berger. This will help to identify and select the proper marketing strategy for Berger to remain the leader of the paint market in Bangladesh. Organizational and the marketing strategy of Berger have done by the help of the company document and interview with the employees of Berger. Comparative analysis of Berger has done by the help of interview with employees of Asian and Roxy Paints and market visit. Some other important additional information is obtained by a questionnaire survey to the paint dealers shop and customers in Dhaka and Narayanganj city. They make strategies on depends STP (Segmentation, Target market selection & positioning) so first it segments its market on the year basis and than product basis. Decorative is the main product of Berger, it contributes about 82% of their total revenue. Than they select their target market. After selecting market they position its product by product differentiation, service differentiation and image differentiation. They price their product as they could capture most of the market share and better quality product at reasonable price. Finally the report also includes some suggestion and recommendation for making better strategy and removes their lacking.