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An assignment submit to the faculty of BBA in Part fulfillment of requirement of mid-term examination In Principles
of Marketing
ORCHID
NAME ID
Hossen, Md. Sabbir Chwdhury, Md. Motaher hossain Mohd. Adnan Islam, Jahirul Rashed, Md. Harunur
COURSE INSTRUCTOR:
AIUB
1
Acknowledgment
First we want to thank to our respective course instructor KHAN, TAHSINA NIMMI. For his co-operation despite his busy schedule, he was always there to guide us whenever we needed help, his keen insight, advice and suggestion have helped us to improve our assignment.
His guidelines have enabled us to complete the assignment which is extremely important for our course principles of marketing.
We would like to remember the smiling face of all the people who give us their valuable time.
All in all it was a wonderful experience to work as a team in doing the study and preparing this assignment on such an important issue.
Last but not the least we are also grateful to some of our friends and well wishers who inspired us to give information of this assignment.
# Table of Contents
Introduction
Mission vision
SWOT Analysis
6-14
BCG matrix
15-17
Marketing Mix
18-24
Conclusion
25
Introduction
Berger is one of the oldest names in paint industry tracing back to 1760. Lewis Berger, a German national, founded dye & pigment making business in England. Lewis Berger & Sons Limited grew rapidly with a strong reputation for innovation and entrepreneurship culminating in perfecting the process of making Prussian Blue, a deep blue dye, a color widely used for many European armies' uniform. Production of dyes & pigments evolved into production of paints & coatings, which till today, remains the core business of Berger. Berger grew rapidly by establishing branches the world over and through merging with other leading paint & coating companies. Berger has been involved in paint business since 1950 in Bangladesh when paints were first imported from Berger UK and then from Berger Pakistan. In 1970, Berger Paints Bangladesh Limited (BPBL) erstwhile Jenson & Nicholson had set up its paint factory in Chittagong at an estimated investment of TK.4 million. The shareholders were Jenson & Nicholson (J& N), Duncan Macneil & Co Ltd and Dada Group. Duncan Macneil subsequently sold their shares to majority shareholder J& N group. The Dada group's share ultimately vested with the Government of Peoples' Republic of Bangladesh after the independence. The name of the company was changed from J& N (Bangladesh) Limited to Berger Paints Bangladesh Limited on 1st January 1980. In August 2000, J& N investment (Asia) Ltd purchased Government shareholding. Now, Berger Paints Bangladesh Limited is 100% owned by J& N Investment (Asia) Limited, UK. With the passage of time Berger has unfolded its kaleidoscopic wings into all kinds of paint solution be it Architectural paints or Industrial coatings, Marine paints or Powder coatings. Berger has it all!
Investment in technology and plant capacity is even more evident from the new factory of Berger Paints Bangladesh Limited at Savar. The state-of-the-art factory is an addition to Berger's capacity to make it the paint-giant in Bangladesh. Not to forget about the first Double Tight Can manufacturing unit in its Chittagong factory. All, together with a devotion into R & D to make it the reputed center of Basic & Applied Research in paint and Resin Technology, proof the commitment that Berger has for this industry.
With its strong distribution network, Berger has reached almost every corner of Bangladesh. Nationwide Dealer Network, supported by 7 Sales Depots strategically located at Dhaka, Chittagong, Rajshahi, Khulna, Bogra, Sylhet and Comilla has an unmatched capability to answer to paint needs at almost anywhere in Bangladesh.
The sheer innovation and development drive is reflected on the various products Berger has so far launched in this market. The product range includes, Specialized outdoor paints protective of the worst weather conditions, Color Bank, superior Marine Paints, Textured Coatings, Heat Resistant Paints, Roofing Compound and Epoxies. In each of the product category, Berger has always been the pioneer and will continue to do so proudly.
Vision:
We shall remain as the benchmark in the Paint industry by: Being an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team.
Mission:
We shall increase our turnover by 100% in the next five years. We shall remain socially committed ethical Company.
SWOT Analysis
The following SOWT analysis describe Berger decorated paints present Strengths, Weakness, Opportunities and Threats.
Strengths
Product Quality
On the basis of quality there are two types of paint in Bangladesh market, premium quality another one is lower quality. Berger paint is one of the well-known companies that provided premium quality product.
Group Image
Berger Group is one of the largest groups in Bangladesh. Its past record is full of success on the way of full fill consumer needs, wants, and demand. Berger paint successfully enlarge its goodwill although establish separate reputation.
1
Skilled Manpower
Members of Sales and Marketing team in Berger Paints are well educated, experienced and skilled enough to define, design, develop and implement the policies and strategies of the company effectively and efficiently. The sales and marketing team is very strong they ready to provide their full effort to achieve the organization goal.
Central Depot
Berger has a central depot in Dhaka from where delivery made to different areas of the country. That strong management and control over product delivery can be easily recognized the need and help to overcome future problem.
color bank
Color bank is a computerized machine where paint of any shade is possible to make combination different paints. Competitor are already adopt this technology, Berger paint do it through this process for that reason it doesnt consume customer valuable time and customer are satisfied for that matter.
WEAKNESSES
Dealers network of Berger paint is very small. Still at some districts, there is no dealer. As a result, expansion of business is very slow.
Paint market is a credit-based market Berger paint provides lower credit facilities to the dealers and corporate purchasers. As a result, they search alternative brands to get more credit facilities. This is a barrier of the company to develop market demand.
OPPORTUNITIES
Promotional activities
Berger paint has no financial problem so they have a strong opportunity to increase promotional activity to increase their brand image.
THREATS
BCG Matrixes
Berger has a wide range of products and is the market leader in paint business over the world. However, it has a limited number of brands on Bangladesh. The peculiarity of these brands is that those brands which are established ones are really ones which dominate the market and make almost no room for any competition while, the brands which are not so well established are not so on account of any qualitative deficiency but either because of a weak promotional campaign of the company or on account of a misplacement of the product in the target segment. Nevertheless, we go ahead with our study. The present chapter is devised in the manner that the overall matrix comes first and then each products placed on the matrix is explained as to why it finds a place in the grid it has been placed in the matrix, along with the relevant empirical data reproduced therein. Also, in the matrix itself, though the products have been placed in one of the categories, their projected placement i.e. where should be or can be placed with a promotional exercise, is also indicated by an arrow which shows the appropriate category in which the product is aimed to be placed. For example, Weather Coat Smooth has been the pioneer of the industry in the Bangladesh market. But as far as Berger is concerned, it is only a cash cow. Therefore it is aimed to be placed in the Stars. This is indicated by an upward arrow which signifies that the product is aimed for repositioning and the direction of the arrow shows the grid where it is heading to, in this case upward arrow is indicating to the stars. Also, besides the intended placement of the products, there are some products which need to be taken off the market. For example, Berger brand of Robbialac Synthetic Matt was taken off the Indian market on 29.12.2003 when strategically it was found unviable to continue with it. This shows the intention of Berger not to play in the Bangladesh market though it has a well established base of the same brand abroad and it could have reaffirmed a market share had it decided to introduce a new brand.
Cash cows
Dogs
Durocem Solid Cement Coating Tartaruga- The One Coat Textured Coating
Marketing mix
Berger will be maintaining the following marketing mix approach to achieve marketing objectives:
PRODUCT
Physical properties: Every competitive pack size will be available in the market to take advantage of meeting satisfaction of every type of buyer. Company will be able to produce and serve any shade which will customer demand within a short of time.
Quality:
Variation in quality is sometimes identified as serious problem for which brand image is lost to a particular group of buyers. Berger decorated paint will minimize quality variation 50%, of 5% total product variation.
Product
MRP Including VAT(Tk) 2,725.00 590.00 150.00 76.00 38.00 1,360.00 303.00 78.00 2,700.00 590.00 154.00 3,400.00 3,150.00 720.00 660.00 186.00 170.00 2,950.00 590.00 165.00
Weather Coat
3.64 .91
primer
PLACE
Geographic Segmentation:
Dealers of Berger paints are small in number. So companys dealer network is very narrow. Company has only 340 numbers of dealers in the whole country. Companies will increase dealers 340 to 500 within next 3 years.
The company has 6 (six) areas in the country with 11 zones for conducting Sales & Marketing activities. Businesses are operated at 40 districts only. Still 24 districts are to be covered in spreading the existing dealers network. Company will start its operation more 10 districts within next 3 years.
Visit:
Marketing Executives will visit their respective clients to cover all parties assign to them. Zone in charge supervises the activities of Marketing Executives where as Area Managers supervises the Zone in charges. Marketing & Sales Manger and General Manger will occasionally visit the whole market on behalf of management.
Stock:
All types of running paints with running shades reserved in stock to protect delivery trouble. An uncommon shade is not preserved in the stock. If a client demands paints of uncommon shades, they will produce after their notice and at least five days will taken to supply them to the clients.
PRICE
Types of Pricing:
Company will follow a good value strategy. The price will below than the price of , Aqua, Asian and Elite but very close will ASIAN. Management revises the price ending on the situation and scheme occasionally launch by the competitors.
Incentives: Besides the discount policy, an additional 1% incentive will provide for the shop
boys.
Product Bonus:
Berger paint will plan of product bonus which also affects pricing of products. Product bonus plan will as follows: For Plastic Emulsion - 2 gallons free against purchase of 100 gallons For Distemper - 1 gallon free for purchase of 20 gallons.
PROMOTION
Banner:
Banner is a good media of publicity. Berger will use banner important places of the country on special occasion and will peak painting period. Banner is low expensive, flexible and high repeat contact and is very effective to attract concentration of people in assigning message.
Bill board:
Bill-board is comparatively expensive but more effective than banner. It is one of the best modes of advertisement. It is mainly set up at road corners, on roof of buildings where sight of people can easily be drawn. Berger paint will build this at different areas of the country.
Neon sign:
Neon sign is a very profitable but expensive media. People are attracted by the sign easily and get an idea or message of the organization. Berger will establish neon sign.
Sample:
Gifts:
Gifts are not mandatory. Rather it will offer to potential buyers or resellers to increase sales and collection. Different types of gifts will offered to different classes of buyers. For example, for painters, sub contractors, site engineers, shop boys and even for Dealers Berger will gives Tea Shirt and Umbrella. Attractive mug, Clock, Pen Pot, Paper Pot etc are offered to the Engineers, Architects, Purchase Manger, Purchase Officer and even for top level managerial person. All dealers will give an annual sales target each year offering various types of gifts. The gifts depend on fulfillment of the specific target. These may be Color Television, refrigerator, mobile set air ticket to different countries etc.
CONCLUSION:
Berger Paints began its painting in Bangladesh since independence. And this has been a footstep to bring more than 230 years of global paint industry experience into Bangladesh. Over the decades, Berger has evolved to becoming the leading paint solution provider in this country and has diversified into every sphere of the industry - from Decorative Paints to Industrial Coatings, from Marine Coatings to Powder Coating and what not.
Berger's one of the prime objectives is to provide best customer support-connecting consumers to technology through specialized services like free technical advice on surface preparation, color consultancy, special color schemes etc. To bolster customer satisfaction, Berger has recently launched Home Decor Service from which once can get an array of services pertaining to painting.
With world class range and durability, Berger is always ready to answer to all weather conditions.