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 : Above 1000 People 

• Main Markets : Southeast Asia Africa Mid East Eastern Asia Western Europe

• Total Annual Sales Volume: US$50 Million - US$100 Million   

• Export Percentage : 11% - 20%  

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 it’s 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

CORPORATEBrand and multi segment product portfolio

Product Segmentation

• Age SegmentationTeenagers (15 years) to Mature ( >40 years)

• Gender SegmentationMale and Female

• Class/ Price SegmentationA (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)

• I : Inovatif (Inovative)

• T : Tekun (Diligent)

• U : Ulet (diligent)

CSR of PT. Martina Bertho

•Held Seminar of International Spice’s

• The purpose are to promote or recreating the great old tradition

and returning the victory of Indonesian Spice

Conclusion