'Berger Paints Bangladesh\r'

'The company has been favoredly maintaining Its site by break downing the quality of the products, adding new features to the products and too by launching new products in the divers(prenominal) segments of the tonality and Its peripherals. In this pursuit sales counseling of Berger wants to know evaluate merchandise scheme whether on that point Is scope of improvement. For this they firstly wanted to seek their sales volume/revenue with comparison to selling effort.They besides wanted to know consumer Insight about the securities industry communication run by the food market team. The successful completion of MBA too requires an internship project to be conducted in the attachment of a company. In response to the need of IBA authority Berger management assigned me the Job to meditate marketing dodge and also to know consumer brainwave about Berger. 1. 2 Scope of the Report This is a descriptive study. The study will focus on the fol subalterning things: Funct ions of commercializeing De graphemement of Berger Paints Bangladesh Functions of Sales TeamPromotional activities of Berger Paints Bangladesh digest of sales growth of Berger Paints Bangladesh Consumer insight about marketing activities of Berger Paints Bangladesh 1. 3 Objective Broad Objective To crumble the marketing strategies of Berger Paints Bangladesh Ltd. Specific Objectives To obtain an overall becharm of Berger Paints Bangladesh restrict. To explore study about the market situation To evaluate the marketing strategy of Berger Paints Bangladesh control To go sales growth of Berger Paints Bangladesh Ltd In financial full term To recommend mprovement of marketing strategy if required.This is an analytical story endeavoring to explore the marketing strategy of Berger Paints Bangladesh Ltd. The information utilize is mostly main(a) and a little part is pieceary information. Primary information has been collected done semi structured interviews mostly with probin g questions to explore the real and required scenario. The judgement try is utilize because there was no scope to travel end-to-end Bangladesh and the work had to be done within the field of force of Dhaka city. As a result Judgment is employ to get the best possible assure of the market.So the primary and secondary sources of information be: The primary sources ar: Face to face conversations with the officers of marketing incision and sales team. Relevant file 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 website.Brochures and web sites of different pigment companies. 1. 5 Literature Review Marketing strategy is a process that can aldepression an establishment to undertake its (always limi ted) resources on the greatest opportunities to increase sales and compass a sustainable competitive advantage. Marketing strategy is most effective when it is an integral component of somatic strategy, defining how the makeup will engage customers, prospects and the contention in the market arena for success. A marketing strategy also serves as the foundation of a marketing throw.A marketing plan contains a stigmatise of specific actions required to successfully implement a marketing strategy. For example: â€Å"Use 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 sell additional, higher-margin products and services that enhance the consumers interaction with the low-cost product or service. ” A strategy consists of well thought out series of tactics. Without a sound marketing strategy, a marketing plan has no foundation.Marketing strategies serve as the fund amental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives shed measurable results. olicies, and action sequences (tactics) into a cohesive whole. many another(prenominal) companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy intents for the next level or congregation. Each group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is wherefore it is important to make each strategy goal measurable.So to evaluate the marketing strategy a unproblematic tool is to relate the sales volume of the organization under study. The measurement also includes the long term impact of marketing strategy on consumers in their buying habits. http://en. wikipedia. org/wiki/ Marketing_strategy) 1. 6 Report Preview establishment to the report, objective, methodology has been given in the first chapter. The information on the rouge industry and the company Berger Paints Bangladesh Limited is given in the second and third chapter. The findings and compend part of the study is in the fourth chapter.The windup is given in the fifth chapter and recommendation in the sixth chapter. 1. 7 Limitation The study faces nearly limitations in the process of collecting information and also in representing the scenario. These are: Due to the resource modesty the re search has been done by Judgmental sampling and is limited within the Dhaka city. Though it covers the main and major dealers, still the market of semi urban and rural part may not be reflected properly. Because of organizational restriction, no name and details of the stipulation of classified information could be revealed.However a wide-cut number of local paint manufacturing companies (40 organized and at least 50 more in the open sector) have been operating in this small market. kind of a few of these companies are producing paints of internationally of the l ocal paint companies is double the present local market demand. The paint market is still mostly knockout in the urban areas naturally because the number of constructions and develop areas are in huge number in the urban side. Urban side contributes almost 80% of the national paint market. But companies are severe 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 sideline fgure: Figure 1 : geographic Market Size (Source: Berger Sales and Marketing Team) The paint industry can be broadly categorized into four segments: decorative, Industrial, Marine and Automotive paints. Industrial paints are basically specially produced paints, which are employ in two ways. Industrial paint is existence apply in some industries as the raw materials which are the regular consumer of such paints. The segment uses such paint for the protective and maintenance purpose.Marine paints are produced spec ially for the river and sea going vessels and the automotive paints are being used in the automobile sector. All the rest hand in the ornamental category. It covers all the paints for the exterior and the inside surfaces of plaster, metal and wood. This is the biggest segment of the paint industry. The category orthogonal existing market condition is given in the following table: Table 2: family wise paint market size of it in 2006 (Source: Berger Sales and Marketing Team) The Table shows that decorative paint segment is enjoying 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 maritime segment is having growth now a days. The following figure shows the segmentations of total paint market on the basis of the value in Bangladesh. Figure 2: Segments of Paint market (Source: Berger Sales and M arketing Team) The communicate 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 projected 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 around 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 ground paints, water based paints and cement paints. The solvent based category includes gloss coatings, varnishes, primers and others and the water based paint category includes distemper, interior as well as exterior emuls ions. The detail category wise ploughshare of the major decorative paints in 2006 is given below.\r\n'