Implementation of vision and

mission in
PT. Martina Bertho Tbk.
Martha Tilaar Group
Annisa Amanda 0082011000
Arum Danantri 008201100053
Novalia Dewi 008201100099
Rosalia Raharjo 008201100105
Ryani Ariesti 008201100011
Liu Xiao Long
ACCOUNTING 3

COMPANY PROFILE
Company Name

: PT. MARTINA BERTO

Business Type

: Manufacturer

Main Products
: Cosmetic, Herbal, Jamu, Skin Care,
Lulur, Tea, Post Natal Treatment, Anti Aging, Spa & Salon
Franchise, Slimming, Spa, Lipstick, Decorative, Hair Care,
Health Care, Cologne, Body Care, Make-Up, Body Scrub, Anti
Aging
Brands
: SARIAYU, BIOKOS, PAC, CARING, DEWI SRI SPA,
MIRABELLA, BELIA
Number of Employees
Main Markets
Western Europe

: Above 1000 People

: Southeast Asia Africa Mid East Eastern Asia

Total Annual Sales Volume:

US$50 Million - US$100 Million

Vision and Mission

Vision
Vision is a long term sight of the company or an organization future
and purposes

Mission
Mission is a statement of purpose of a company . The reason why it
exist
Mission is a guide line of the actions that an organization should take

Our Perspective of
Vision and Mission

Vision is a setting of goals that a company or an organization would

like to achieve as the purpose of its existing
Mission is how to implement the vision as the guide lines to the real
world trough action

BUSINESS DESCRIPTION
PT. Martina Bertho Tbk. has been exist since 1970
PT. Martina Bertho is a company that move in
cosmetic industry by using Indonesian traditional
ingredients and based on Indonesian Traditional
Beauty Concept
Since the beginning of the business Martha Tilaar
Group has been produced many cosmetic products
trough many different brands for many scale of ages
and segmen
70 % of Martha Tilaar group employees are women

Major Brands & Product

Category Market Share
In 2009, the Company had a market share of 2.5% in
beauty & personal care products, 13.6% in colour
cosmetics and 5.7% in skin care products in Indonesia

Product Category:
Body and skincare
Face care
hair care
make up
perfume

Brands under
Martha Tilaar Group

CORPORATE
Brand and multi segment product portfolio

Product Segmentation
Age Segmentation
Teenagers (15 years) to Mature ( >40 years)
Gender Segmentation
Male and Female
Class/ Price Segmentation
A (premium), B (upper middle),
C (middle), D (lower middle)
Psychology Segmentation
(1) Natural & Eastern Image
(2) Modern Image

MARKETING STRATEGY IN PT.

MARTHA TILAAR
Martha Tilaar Group has two subsidiaries that manufacture and
market its products, the PT Martina Berto Tbk and PT Cedefindo
The company is doing overseas marketing strategy by opening
Martha Tilaar Shop. This is done as a bridge to approach the
distributor agent in the destination country
The company re-opened a store in Singapore. This store is the
second after the first one opened in 2010
The company is also targeting the eastern part of Indonesia is
considered to have great potential. In the last year, the
company began opening agencies and branches in the east
and, The company now has the online shop that can be
accessed by people from the website

MARKETING STRATEGY IN PT.

MARTHA TILAAR Cont.

Retail Shop

Employee
Management
Martha Tilaar Group treated all its employees just
like a family so that the employees could feel like
in their own home.
Martha Tilaar Group has implemented the DJITU
Philosophy
D : Disiplin (Discipline)
J

: Jujur ( Honest)

: Inovatif (Inovative)

T : Tekun (Diligent)
U : Ulet (diligent)

CSR of PT. Martina Bertho

Held Seminar of International
Spices
The purpose are to promote or
recreating the great old tradition
and returning the victory of
Indonesian Spice

Conclusion