Berger Paints Bangladesh

The company has been successfully maintaining Its set up by developing the quality of the products, adding new features to the products and excessively by ledger entry new products in the different portions of the pigment and Its peripherals. In this pursuit gross sales management of Berger wants to know evaluate merchandising dodge whether there Is stretch of improvement. For this they firstly wanted to seek their sales volume/revenue with coincidence to grocery effort.They also wanted to know consumer Insight about the marketing communication run by the marketing team. The successful completion of MBA also requires an internship project to be conducted in the attachment of a company. In solution to the request of IBA authority Berger management assigned me the Job to break down marketing strategy and also to know consumer insight about Berger. 1. 2 image of the Report This is a descriptive study. The study will focus on the fol lowing things Functions of tradeing De partment of Berger Paints Bangladesh Functions of Sales TeamPromotional activities of Berger Paints Bangladesh Analysis of sales product of Berger Paints Bangladesh Consumer insight about marketing activities of Berger Paints Bangladesh 1. 3 clinical Broad Objective To analyze the marketing strategies of Berger Paints Bangladesh Ltd. Specific Objectives To obtain an overall view of Berger Paints Bangladesh circumscribed. To explore information about the market position To evaluate the marketing strategy of Berger Paints Bangladesh control To analyze sales growth of Berger Paints Bangladesh Ltd In financial equipment casualty To recommend mprovement of marketing strategy if required.This is an analytical report endeavoring to explore the marketing strategy of Berger Paints Bangladesh Ltd. The information used is mostly primary and a critical part is secondary information. Primary information has been collected through fishing gear structured interviews mostly with probing que stions to explore the real and required scenario. The intellect have is used because there was no scope to travel passim Bangladesh and the work had to be done within the bea of Dhaka city. As a result Judgment is used to get the best potential picture of the market.So the primary and secondary sources of information be The primary sources are Face to face conversations with the officers of marketing department and sales team. Relevant appoint study as provided by the concerned officers. Survey on the customers of Berger Paints Bangladesh Limited. Dealers of Berger Paints Bangladesh Limited The secondary sources are Annual Reports of Berger Paints Bangladesh Ltd. Different circulars issued by the management of Berger Paints Bangladesh Ltd Berger Paints Bangladesh Ltds networksite.Brochures and web sites of different paint companies. 1. 5 Literature Review market placeing strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing strategy is most effective when it is an integral component of embodied strategy, defining how the organization will engage customers, prospects and the competition in the market arena for success. A marketing strategy also serves as the tooshie of a marketing plan.A marketing plan contains a set of special(prenominal) actions required to successfully implement a marketing strategy. For example lend oneself of a low cost product to attract consumers. Once an organization, via its low cost product, has established a relationship with consumers, the organization will exchange additional, higher-margin products and services that enhance the consumers interaction with the low-cost product or service. A strategy consists of surface thought out series of tactical maneuver. Without a well marketing strategy, a marketing plan has no foundation.Marketing strategies serve as the funda mental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives present measurable results. olicies, and action sequences (tactics) into a cohesive whole. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then release strategy finales for the next level or group. Each group is expect to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable.So to evaluate the marketing strategy a simple tool is to repair the sales volume of the organization under study. The measurement also includes the dour term impact of marketing strategy on consumers in their buying habits. http//en. wikipedia. org/wiki/ Marketing_strategy) 1. 6 Report Preview Introduction to the report, objective, methodology has been tending(p) in the first chapter. The information on the paint industry and the company Berger Paints Bangla desh Limited is given in the second and third chapter. The findings and analysis part of the study is in the fourth chapter.The conclusion is given in the fifth chapter and good word in the sixth chapter. 1. 7 Limitation The study faces some limitations in the process of collecting information and also in representing the scenario. These are cod to the resource constraint the research has been done by Judgmental sampling and is limited within the Dhaka city. Though it covers the main and major(ip) dealers, alleviate the market of semi urban and rural part may non be reflected properly. Because of organizational restriction, no name and details of the status of classified advertisement information could be revealed.However a good number of topical anaesthetic paint manufacturing companies (40 organized and at least 50 more in the promiscuous sector) have been operating in this small market. Quite a a few(prenominal) of these companies are producing paints of internationally o f the local paint companies is double the present local market demand. The paint market is still mostly concentrated in the urban areas naturally because the number of constructions and surface areas are in Brobdingnagian number in the urban side. Urban side contributes almost 80% of the national paint market. however companies are trying to penetrate the semi urban and rural market through the economy paints.Contribution of Urban, Semi-urban and Rural Market in 2006 is shown in the following fgure Figure 1 Geographical Market sizing (Source Berger Sales and Marketing Team) The paint industry can be broadly categorized into four divides Decorative, industrial, Marine and Automotive paints. Industrial paints are basically specially produced paints, which are used in two ways. Industrial paint is beingness used in some industries as the rude(a) materials which are the regular consumer of such paints. The segment uses such paint for the preservative and maintenance purpose.Marin e paints are produced specially for the river and sea going vessels and the automotive paints are being used in the automobile sector. All the rest gleam in the ornamental category. It covers all the paints for the exterior and the interior surfaces of plaster, metal and wood. This is the biggest segment of the paint industry. The category invigorated existing market condition is given in the following table submit 2 kinsfolk wise paint market size in 2006 (Source Berger Sales and Marketing Team) The Table shows that decorative paint segment is relishing almost 81% of the market.The rest is being divided among all the others. It means that still decorative is the main segment for the paint companies to operate successfully. The second significant segment is the Industrial segment. But the marine segment is having growth now a days. The following fingers breadth shows the segmentations of total paint market on the basis of the value in Bangladesh. Figure 2 Segments of Paint ma rket (Source Berger Sales and Marketing Team) The intercommunicate broad category wise market size for 2007 is as follows Category Value in crore (Tk) Decorative 550 12. Industrial 55 1. 03 Marine 32 0. 71 Total 630-650 14. 04 Table 3 Projected Market Size 2007 (Source Berger Sales and Marketing Team) The Table shows that Decorative segment is intercommunicate to enjoy the highest growth of 8. 75% from 2006. The Marine segment is also projected as a significant segment from the growth perspective. In this sector the projected growth is almost 8. 51%. The Industrial segments projected growth is or so 6. 8%. The total growth of the paint market from 2006 to 2007 8. 51%.The decorative paint market can be categorized into three segments found on the ingredients used in the production process solvent base paints, water based paints and cement paints. The solvent based category includes glossiness coatings, varnishes, primers and others and the water based paint category includes di stemper, interior as well as exterior emulsions. The detail category wise contribution of the major decorative paints in 2006 is given below.