Assignment 1

MKT201- Principles of Marketing

GROUP-G

BERGER PAINTS BANGLADESH

Prepared for

MOHAMMAD MOHIBUR RAHMAN

Lecturer
BRAC Business School
BRAC University

Student Student Id Contribution If contributed Involvement

Name (Whole Report/ in partial (High/
Partial report) report, then Medium/ Low)
which part?
Rahib Asadd 22204047 Whole report 1,2,3,4,5 High
Tahmed 22304132 Partial report Checked and Low
Ahmed Jim edited

Section:07

BRAC Business School, BRAC University

 1. What segmentation criteria should the brand follow? Share your logic
Answer: Berger Paints Bangladesh, like other brands, should use segmentation criteria to target clients and
customize marketing tactics. Berger Paints Bangladesh may consider these segmentation criteria and their basis:
Firstly, Demographic segmentation Markets are divided by age, gender, income, education, employment,
marital status, etc. Berger Paints might tailor goods and marketing to various age and economic groups. They
may provide luxury paint materials to high earning customers and cheaper choices to younger or lower-income
customers.Secondly, Psychographic Segmentation, This kind of segmentation focuses on the attitudes, values,
interests, behaviors, and lifestyle of the customer. Segments based on lifestyle preferences, such as
trend-conscious buyers who value aesthetics and style or eco-conscious buyers who prioritize ecologically
responsible goods, might be the focus of Berger Paints' marketing strategy. Thirdly, Geographic segmentation
entails the division of the market according to geographical factors including but not limited to region, city size,
and climate. Berger Paints has the potential to customize its line of goods in accordance with regional
inclinations, climatic circumstances, or the distinction between urban and rural settings. As an example, they
might provide distinct varieties of colours that are better suited for the humid conditions common to coastal
regions like eg. Chittagong and Cox's Bazaar as opposed to those found in inland areas like eg. Dhaka. Lastly,
Behavioral segmentation categorizes customers according to their behaviors, tastes, brand loyalty, anticipated
advantages, and other behavioral characteristics. Buyer behavior eg. regular upgraders vs. infrequent
renovators, use situations eg. professional painters vs. Amateur homeowners, and brand loyalty eg. loyal
customers vs. one time customers are all potential categories that Berger Paints might target.
So, to sum up, Berger Paints Bangladesh can maximize its market potential and competitive advantage by
considering these segmentation criteria, which will help it better understand its cater to a wide range of
customers by adapting offerings and outreach strategies to match various customer groups and their unique
wants.

2. What is the target market? Explain the match between the target market and company's resources.
Answer: The particular set of people or organizations that a company seeks to attract with its goods or services
is referred to as its target market. Berger Paints Bangladesh targets Bangladeshi homeowners, contractors,
interior designers, architects, and enterprises that require high-quality paint solutions for use in homes,
businesses, and factories. Berger offers targeted market demands with a wide variety of paint products.
Customers have a wide range of interior and outdoor paints, decorative coatings, and protective solutions to
satisfy their needs.The firm aims to make unique, high-quality items. Berger Paints develops low-VOC,
moisture-resistant, and eco-friendly paints by research and development. This suits customers who want
durable, eco-friendly paint. Company has set up a large delivery network that covers the whole country and
works well in both cities and rural places. This makes sure that its target market can reach it, whether they are
homes in the suburbs or workers working in rural areas, increasing market exposure and customer reach. Berger
Paints Bangladesh is also known for trust, dependability, and excellence. Its target market appreciates trusted
brands that provide high-quality paint products and services. Customer loyalty and new customers seeking
trusted paint solutions increase with a favorable brand image.To reach its target market, the company uses
targeted marketing and promotions. Berger Paints promotes its products to homes, professionals, and companies
by advertising, trade exhibitions, and internet marketing. This informs customers about Berger Paints'
advantages and characteristics, influencing their purchases. Service from Berger Paints Bangladesh is fantastic,
helping consumers choose products, choose colours, and get technical assistance. This customized strategy
improves customer satisfaction, loyalty, and company-target market ties.
Overall, The resources of Berger Paints Bangladesh match the demands and desires of its target market. The
company meets Bangladeshi paint industry customers' needs by offering a diverse product portfolio,
maintaining high-quality standards, expanding its distribution network, building a strong brand reputation,
implementing effective marketing strategies, and providing excellent customer service.

3. What is the value proposition of your brand?

Answer: Berger Paints Bangladesh's value offering is based on a few key points that set it apart from
competition and appeal to its target market. Berger Paints makes sure that all of its products are of the same
good quality. People trust the brand to make paints that last a long time and cover well and have a good finish.
Berger Paints Bangladesh has a wide range of paint products that can be customized to meet the needs of each
customer and project. If a customer wants paint for the inside or outside of their home, artistic coats, or
protection, Berger Paints has a wide range of options to choose from. Berger Paints helps customers make their
ideas come to life by giving them a wide range of colours to choose from and expert advice on how to choose
the right ones. People can find a wide range of colours and finishes from this brand, so they can find something
that fits their style and taste. Customers can get great service and support from Berger Paints Bangladesh. They
can help customers choose paint, talk about colours, and get expert help when they need it. This customized
method makes the whole experience better for the customer and encourages them to stay loyal over time.In
general, Berger Paints Bangladesh's value lies in its commitment to quality, the wide range of products, its
expertise of colours, and its dependable customer service. All of these things make the business stand out in the
market and give customers something of value. This is what keeps the paint industry in Bangladesh successful
and growing.

4. Prepare a Positioning Map for your brand along with major competitors.
Answer: According to BPMA(2023) , among the major competing companies of Berger paint Bangladesh
are Asian paints(18%) , Kansai Nerolac(7%) , Nippon (3%) and Jotun (0.8%) of market share.

Price

Luxury Performance

The place where each circle is on the map shows how people think the brand is positioned in terms of pricing
and focus (luxury vs. performance). The size of each circle shows how much of the market that Market share
has. Berger is the market leader where their price is moderate with the balance of luxury and performance .

5. Develop a positioning statement for your brand.

Answer: For, people in Bangladesh who want to paint their homes, companies, or workers and want to make
finishes that last and look good, Berger Paints Bangladesh has a wide selection of paints and coatings. Our
goods cover surfaces very well, have bright colors, and last a long time. This means that every surface can be
turned into a work of art that will last. Unlike other names, Berger Paints Bangladesh goods are backed by
decades of experience, new formulas, and a commitment to sustainability. This makes Berger Paints Bangladesh
the most reliable and quality paint company in the world. In addition, we set ourselves apart by providing
individual customer service, expert help, and a huge range of color choices that can be used for any project or
taste. Customers can bring their unique ideas to life with confidence when they work with Berger Paints
Bangladesh because they know they have a partner who is committed to producing great results.