Barger Paint Bangladesh Limited Case Study

Letter of Transmittal
December, 27th 2011

To
Mahenoor Osman
Lecturer of ULAB School of Business
University of Liberal Arts Bangladesh (ULAB)
Subject: A report on Berger Paint Bangladesh Limited

Dear Sir,
We are in a course under in guidance and teaching, which is Business communication. With your
great ability to teach in this course we are enjoying it and it is a partial requirement of this course
to present a research work. According to your teaching and course requirements we have chosen
a research work on Berger Paint Bangladesh Limited
The report attempts to describe our observation, learning & experience gained during the two
months research experience where my major research was identify current position, competitors,
products etc.
We would like to thank you for giving us the opportunity to interact with the real world and find
out what is really happening to enrich our practical knowledge.
Sincerely
MD.Samsul Hoque
Dilara Afroj
Sanjida Akter Tilma
102011011
102011013
102011025
Declaration
We undertake that all materials presented for report is our own work and has not been written for
others, in whole or in part, by any other person(s). We also undertake that any quotation or
paraphrase from the published or unpublished work of another person has been duly
acknowledged in the work, which we present for report.
MD.Samsul Hoque
102011011
..
Dilara Afroj
102011013
ULAB School of business
Sanjida Akter Tilma

102011025
Acknowledgement
First of all, we like to express our gratitude to Almighty Allah for His blessings that help us to
complete this report. We are very much grateful to Mahenoor Osman, our course teacher to
approve this real life project on Berger Paint Bangladesh Limited as a requirement of this
course. She always guided us to finish this task successfully. Without her help it was quite
impossible to finish this project properly in time.
We would also like to thank Mr. Tanvir Ahmad, Assistant Marketing Manager, Berger Paints
Bangladesh Ltd., for giving us time in his busy schedule, for providing us Information that was
needed to complete the report, we also like to thank Mr. Ershad Jahan,CEO of Dimention who
help us to interview the marketing manager of Berger paint Bangladesh Ltd. .
At all we are greatly thanking to the persons whose enrich books, journals and working
papers have provided a guideline to us in preparing this report. This report would not be
possible without the cooperation of each group members. Finally, we would like to thank all
others whose strong support makes us able to complete this report and We are also owed to
each person who is bothered inside and outside in carrying out this report.
Table of Contents
Page NO.
1.0 Introduction to the Study
o
o
o
Rationale of the Study

Statement of the Problems.
Scope & Delimitation of the study
Objective of the report

o
o
o
o
Broad Objectives
Specific Objective
Statistical Tools & Techniques
Acronyms
2.0 Overview of the Organization

o
o
Historical Background
Nature of the Business
The Company Profile
3.0 Current Marketing Situation

o
o
o
Products of BPBL
Competitors
Distribution Network and Channel
4.0 SWOT Analysis

o
o
o
Mission
Vision
Performance indicator
5.0 Marketing Strategy

6.0 Evaluation of the Strategies
o
Methodology of consumer and retailer interview
Choice of Methodology
Sampling Method
Data Sources &Data Collection:
Research approach
Contact Method
Data Analysis
o Questionnaire Design & Research

7.0 Analysis and Interpretation of Data
o
Popular Adhesive & Paint at Badda & Mirpur area
Uses Type Paint
Department of Customers Type
o
o
o
o
o
o
o
o
o
o
Most uses adhesive at Badda & Mirpur area

Causes of Popularity
Important of Sales Service
Important of Credit Payment System
Important Of Advertising
Attention towards Sales promotion
Price factor
Increase in price can influence
Brand loyalty from the quality side
Essentiality of Quality
Distribution efficiency
o
8.0 Findings.
9.0 Recommendation.
10.0 Conclusion.
11.0 Bibliography& References.
Executive Summary
Satisfying customers are the only way to stay competitive in today's marketplace. The
balancing act between what customers want and what the company can provide must be
optimized in order to maximize companys long-term profits. Berger Paints has done
numerous researches to understand the level of customer satisfaction. They are already in a
good position in the consumers mind but understanding the customers satisfaction level,
will help the company to exceed the present level of customer satisfaction. However, no
such research has been done to understand the level of customer satisfaction level of
Berger paint and Adhesive user.
This study investigates the level of customer satisfaction of Berger paint and Adhesive
users. On assessing the level of customer satisfaction, what marketing tools, like
promotional efforts and other marketing efforts, are necessary to improve the customer
satisfaction level will be given as recommendation by the researcher.
This study is based on primary data, as no such previous research has been done to
understand the level of customer satisfaction of Berger paint and Adhesive users. The
nature of this study was a qualitative explorative research, and information was gathered
through extensive one-to-one interviews with respondents. We covered the geographical
base Mirpur and Badda area, and samples were selected on a non-probabilistic quota
sampling method.
Upon completion of the research analysis, we understood the level of customer satisfaction
of the customers. The level of satisfaction varied from 60% to 100%. All respondents were
highly satisfied with the product quality of Berger Color Bank. However, they did show
concern with the services. They were unhappy with the unavailability of shade cards at the
dealers outlets. We also found that the dealers have tremendous effect on customers. If the
dealers are happy, then they would give all positive efforts in making the customers more
satisfied. The dealers were unhappy with the financial assistance provided by Berger paint
and Adhesive.
University of Liberal Arts Bangladesh
Professionals like architects and developers also play a major role in influencing
customers. The research analysis suggests that the architects and developers would be
happier if Berger could maintain proper liaison with them. Painters are happy with the
product quality and coverage of Berger paint and adhesive.
1.0
Introduction to the Study:
1.1 Rationale of the Study: This report has been prepared as a part of the Marketing term paper
which is an integral part of the USB department of University of Liberal Arts Bangladesh
(ULAB).The main purpose of this term paper is to bring out the deviation between practical
knowledge and theoretical knowledge. As the students one can blend the theoretical knowledge
with practical work experience. Theoretical knowledge is not enough for a student. There is a
gap between theoretical knowledge and practical field. We are actually proposing the study to
know about the Badda & Mirpur market and also the competition level to the Adhesive industry
on that place. At Badda & Mirpur area in Adhesive & paint industry what customers actually
want, to whom (actually which Glue & paint) they are giving priority. As the researchers, we
think that it is very much important to know about all of these thinks. After getting all of the
information the market analyst must know what the position of each is and individual adhesive
and paint industry. It is totally a field study and there is a chance to gain huge practical
knowledge.
1.2
Statement of the Problems:
Problem statement is to identify current market scenario and new potential area for Berger paint
Bangladesh which include followings
1.3
Number of new Furniture shop created.

Number of owner who continue their Furniture Business.
Carpenter who play an important role to selecting adhesive.
Painter and also the customer who play an important role to selecting paint.
Scope & Delimitation of the study
The industry part consists of a brief analysis of the Adhesive & paint industry, the industry where
the organization is operating. Though our range was Badda & Mirpur areas, we have visited all
of the Badda & Mirpur areas Berger dealers and Carpenters according to that I have clear idea
with it. The report will cover the overall scenario of Badda & Mirpur area. What is the market
share of this industry on that, what is the condition of this industry right now? BPBL is a large
multinational paint and Adhesive company; therefore it is not possible to find out the true picture
within a short period. To prepare the report we may be to face some problems & limitations.
Those limitations are unavoidable for us. That may causes reduction the quality of our
report.Sometimes the Dealers of Berger as well as other stores, Furniture workshop and shop
people dont want to communicate. They always use to talk why need that information because
some of that is user of other Adhesive products. So they always scared that we may pass some
information.
1.4
OBJECTIVE OF THE REPORT
1.4.1 Broad Objectives:

To relate the marketing theories with the actual business world practice.
To fulfill the requirement of this term paper.
To analysis the policies, techniques.
1.4.2
Specific Objective:
To find out the total market share of BPBL at Badda & Mirpur area for Adhesive & paint
Business.
To analyze the customers type on the basis of purchase.
To find out the brand preference.
To find out the contribution in the market share of the dealers from Badda & Mirpur area,
the dealers from outside of Badda & Mirpur area.
SWOT analysis of BPBL.
1.5
Statistical Tools & Techniques
Some tables and diagrams were used to express information in concise form.
1.6
Acronyms
BPBL Berger Paint Bangladesh Limited
KPI- Key Performance Indicator
CEO- Chief Executive Officer
2.0 Overview of the Organization:
Historical Background:
Berger is one of the oldest names in paint industry tracing back to 1760.Lewis Berger, a Germen
national founded & 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 & pigment 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 & adhesive
Business.
Berger paints is operating in Bangladesh since 1950s as a Berger Pakistan. The major Milestones
of Berger Paints in Bangladesh are Given Below.
Years
1950
1970
1980
1991
1995
1999
2002
2004
2007
2010
Major Milestones
Started operation in Bangladesh by importing Paint from Berger UK
Establishment Of Chittagong Factory
Named as Berger Paints (BD) Ltd. from Jenson & Nicholson (J&N)
BMRE in Chittagong Factory
Establishment of Double Tight Can Manufacturing Plant
Establishment of Most Modern Sate-of-the-Art Production Plant in Dhaka
Construction of own building for the Corporate office in Dhaka
Establishment of Power Coating Plant
Launching the Adhesive Business
Got the Third place as Adhesive Business
Table: Major Milestone of BPBL
(Source: BPBL Website)
With the passage of time Berger has unfold its wings into all kinds of paint solution be it
Architectural paints or Industrial coatings, Marine paints or Power coatings Berger or Adhesive
Products has it all.
NATURE OF THE BUSINESS:
Berger paint Bangladesh is one of the leading Multinational Company in the paint Industry. It is
a Multinational company which continues their operation more than 46 countries. In most of the
countries this company is leading from the front. But this company is mostly strong in European
market. Berger has evolved to become the leading paint solutions provider in this country and
has diversified into every sphere of the industry-from Decorative Paints to Industrial, Marine,
Powder Coatings and Adhesive Products.
Berger Paint Bangladesh Ltd. has its own production plant and store house and own distribution
channel. Berger Paints Bangladesh Ltd. at a glance:
Own Corporate Office Located in Dhaka

2 Factories at Dhaka and Chittagong
7 Strategically located Sales Offices throughout the Whole country. The locations of the
Sales Offices are shown in a map attached in the annexure

A wide distribution channel reaches the whole country with a network of almost 1000
dealers
Major Market Share holder.
The Company Profile:

Subject
Description
Name
Berger Paint Bangladesh Limited
Logo
Theme
Trusted Worldwide
Origin
United Kingdom
Founder
Lewis Berger
Chairman
Mr. Gerald K Adams
MD
Rupali Chowdhury
Public Limited Company
Status
(Enlisted in both Dhaka and Chittagong Stock Exchange)

43/3, Chatteswari Road Chittagong-4000, Bangladesh.
Registered Office Email: bergerbd@spnetctg.com, Web: http//www.bergerbd.com

Corporate Headquarter:
Berger House Plot 8, Road.2 Uttara Sector 3, Uttara Model Town

Email: info@bergerbd.com
Web: http//www.bergerbd.com
Factory: Dhaka Factory # Nabinagar, Chittagong Factory 27 D FIDC Road, Kalurghat,

Chittagong
Plant
1. Powder coating Plant-Nabinagar, Saver

2.Emulsion Plant#Nabinagar,Savar
1.Banani,Dhaka
Home Decors
2.Dhanmondi27,Dhaka
3.Uttar,Dhaka
Email:decor@bergerbd.com
1.Dhaka-272 Tejgaon industrial area,Dhaka-1208
2.Chittagong#43/3,Chatteswari road
3.Syhlet-H#32 Block-Shahjalal Upashahar
4.Khulna-2 KDA Approach Road,Sonadanga
5.Bogra-31,Piari Sankar,Katnar Para
6.Comilla-576,Laksham road
7.Rajshahi-1458,Ramchandrapur Ghoramara,Boalia
8.Mymensingh
Sales Office
Subsidiari Company: Jenson &Nicholson (Bangladesh) Limited 70, East Nasirabad I/A Baizid
Bostami Road
Date of Incorporation 6th July 1973
Commercial Production 1973
Business Line Manufacturing and Marketing of High Quality Paint and Nature of Business the
Principal activities of the company throughout the year continued to be manufacturing and
marketing of liquid and
Activities : no liquid paints & varnishes and coating.
Position in
1st the Industry
Percentage
50% of Market Share
Special Achievement: ISO 9001: 2000
Focus of BPBL
Berger Paints Bangladesh Limited focuses on the following things:
Commitment to achieve total customer satisfaction.

Commitment to project the company as an ethical and socially responsible one.
Commitment to continue as the market leader through consistent sales growth,
increasing productivity and developing new products befitting customer needs.
Ensuring continuous improvement in operations through utilization of highly

professionals and dedicated team, proper process management and participation of the
stakeholders.
Setting measurable targets at appropriate stages and continuously monitoring them.
Organizational Structure:
Like all other manufacturing organizations, BPBL has a conventional organizational

structure. Generally six Board Meetings are called in BPBL during a year where Chairman of the Board
of Directors presided over the meetings. In BPBL several committees like- the Audit
Committee, Risk Committee, Remuneration Committee, Executive Committee and the
Activities:
no liquid paints & varnishes and coating.
Position in
1st the Industry
Percentage
50% of Market Share
SpecialISO 9001: 2000 Achievement
3. Currant Marketing Situation

3.1 Products of BPBL:
Adhesive Business:
Power Bond- Synthetic Resin Adhesive-SH
Berger Paints Bangladesh Ltd. has introduced Power Bond, Synthetic Resin Adhesive-SH. Power
Bond is a premier quality water based adhesive that gives the highest bonding strength suitable
for furniture industries, this product is lacquer proof and resistant to heat and water, having high
coverage which will add value to the related industries. Power Bond is available at the dealers.
Outlets of Berger and in other hardware stores. The product was launched in December 2007 and
has already been appreciated by the end users for its bonding performance and high value for
money.
Power Bond SR
Power Bond SR is a solvent based adhesive that guarantees maximum bonding capacity with
versatile uses. It can be used for furniture using Formica, fixing upholstery, joining Formica to
particle boards, joining foams nine sofas, fixing tubes, tires and even leather.
Berger grew rapidly by establishing branches all over the world and over and through merging
with other leading paint, coating & adhesive Business.
Decorative:
Berger offers huge range of color and product varieties for decorative paints. It is the pioneer for
introducing high quality color bank products and top coat finishes decorative paints in
Bangladesh. It also provides primers, undercoats, thinners and other decorative products. The major
decorative products of BPBL are listed in the table:
Table 3.2: Major decorative products of BPBL
(Source: BPBL Directory & Website)
Decorative Paints
Robbialac Synthetic Enamel (RSE)
Robbialac Acrylic Plastic Emulsion (APE)
Robbialac Synthetic Polyvinyl Distemper (SPD)
Weather coat Smooth
Luxury Silk Emulsion
Jhilik Synthetic Enamel
Durocem
Wood keeper
Tartaruga Textured Coating
Robbialac Easy Clean Berger
Illusions
Top Coat Finishes

Robbialac Plastic Emuls Classic
Robbialac Synthetic Enamel Gold
Luxury Silk Splendour
Color Bank Weathercoat Smooth Classic
Robbialac SPD Super
Products
Wood Keeper Finesse
Robbialac Exterior Wall Putty
Robbialac Damp Stop
Flexible Roofing Compound
Silicone Water Repellent
Robbialac Synthetic Clear Varnish
Robbialac Wall Putty
Other products
Robbialac Red Lead Primer
Robbialac Plastron Primer Sealer
Robbialac Water Sealer
Robbialac T-6 Thinner
Primers/Thinners
Industrial:
For Industrial purpose Berger offers industrial finishes, high protective coatings, and industrial
These paints are long lasting and prepared in a special method to protect industrial
Equipments, structures from heat, swatting and bulging. BPBL provides the following
products for its industrial customers.
Table: Major industrial products
(Source: BPBL Directory & Website)
Industrial Paints
Industrial Finishes
Jensolin Other Product
Berger Suprakoat Powder Coating

Jensolin Synthetic Enamel
Jensolin Aluminium Paint
Jensolin Stoving Enamel
Jensolin Chlororubbrer Paints
Jensolin Road Marking Paint

Jensolin Swimming Pool Paint
Jensolin Tennis Court Paint
Jensolin Cycle Paints
Jensolin Insulating Varnish
Jensolin Paint Remover
Jensolin Rust Remover
Thermoline
High Protective Coatings

Industrial Primers
Jensolin Epoxies
Jensolin Polyurethanes
Jensolin Red Oxide Primer
Jensolin Red Lead Primer
Jensolin Zinc Phosphate Primer
Jensolin Zinc Chromate Primer
Jensolin Wash Primer
Marine:
Berger produces entirely different top coat finishes, special coatings, primers and thinners for
Ships, boats and other marine vessels these paints are exclusively produced to protect marine vessels
from sea water, fungus and fragility. Some marine products of Berger are
Table Major marine products of BPBL
(Source: BPBL Directory/ Website)
Marine
Top Coat Finishes
Special Coatings
Seaborne High Gloss Enamel

Seaborne Aluminium Paint
Seaborne Boot Topping
Seaborne Topside
Seaborne Deck
Seaborne Funnel Heat Resisting
Seaborne Bituminous Black
Seaborne Berger Marine Enamel
Seaborne Epoxy Coatings
Seaborne Chlororubber Antifouling
Seaborne Red Lead Primer
Seaborne Zinc Chromate Primer
Seaborne Zinc Phosphate Primer
Seaborne Metallic Coatings Berger
Marine Red Lead Primer Berger
Primers
Berger Marine Antico Primer

Jensolin T-1 Thinner
T-2 Thinner
T-3 Thinner
T-4 Thinner
T-7 Thinner
T-8 Thinner
Thinners
3.2 Competitors
BPBL have lots of competitors like:
BPBL
Elite
Asian
Pailac
Roxy
Moon Star
Sagar paint
With the help of the pie chart, we can see the BPBL and other competitor of BPBL market share
of Mirpur and Badda market.
Compititor and BPBL Market share

BPBL
Elite
Asian
Roxy
Moon Star paint
Sagar Paint
Pailac
7% 4% 5%
6%
61%
4%
14%
Figure 1: Compititors and BPBL market share

And in Adhesive business competitors are:
Pedilite (Fevicol)
Fast
Others local company
With the help of the pie chart, we can see the market share of BPBL and other competitor of
BPBL and their market share of Mirpur and Badda market.
Compititors and Berger (power Bond) Market share

Padilite(Favicol)
Fast
others
Berger(power Bond)
16%
45%
20%
18%
Figure 2: Compititors and Berger (power band) market share

3.3 Distribution Network and Channel:
With the strong distribution network, Berger has reached almost every corner of Bangladesh. The
nationwide dealer network, supported by seven (7) sales depots strategically located at Dhaka.,
Chittagong, Rajshahi, Khulna, Bogra, Sylhet and Comilla has enabled them to strategically cater to
all parts of the country. Berger divides the entire country into 13 zones or territories to serve its
dealers and customers. Among these zones seven are supervised from Dhaka sales office suited at
272, Tejgaon Industrial Area, Dhaka - 1208. Rests of the tern stories are monitored from each
divisional sales office.
BPBL maintains very short and effective channel length to distribute its products to the
customers. It promotes direct selling approach and manages only dealers and projects. Objective
of such approach is to gain more control over its dealers and customers and brings close
monitoring and evaluating facilities to the top management of the organization.
Chittagong
Dhaka Factory
Dhaka
Depot.
Rajshahi
Depot.
Khulna
Depot.
Bogra
Depot.
Mymensingh
Depot.
Dealer
End Customer
Chittagong
Depot.
Sylhet Depot.
Commila Depot.
Production Department:
This department looks after total factory operations through a number of sections, namely,
Production Planning, different sections for Production Process, Administration, Stores & Go down,
Power & Fuel, Maintenance, Delivery, etc. Production planning section prepares the plan of
production that includes the amounts and specification of the product. They have to maintain
tight schedule in production and delivery.
Production Department
Stores
Production
And Power &Maintenanc
Administration
Process
Delivery
e
Production
Fuel BPBL Directory & DSO)
Figure: Various Sections
of
Production
Department.
(Source:
Planning
Sales Department
This department is headed by GM- Mkt., Sales & Distribution who is assisted by GSM. 7
strategic depots manage sales activities all over the country. 7 depots are
a. Dhaka,
b. Chittagong,
c. Sylhet,
d. Bogra,
e. Rajshahi,
f. Khulna and
g. Comilla.
Activities of all seven strategic depots are monitored and controlled by the Sales Office
situated in Corporate Office. Time to time sales review meeting with the representatives of all
sales depots is conducted to evaluate the current sales position of the Co., discuss the reasons for
current success or failure, determine the next action plans to strengthen current position of the
Co., kinds of incentives offered to boost up sales and etc.
Major Functions of Sales Department:
To prepare National Sales Budget detailing sales value, volume & growth and translates it into
monthly and half-yearly budget.
To express the national sales budget in terms of Sales Area, Zone, Product '& Color Shade
To develop sales strategies to achieve sales budget to respond to complains of customers efficiently
and take necessary action.
For arriving a favorable solution to the problem
To maintain relationship with existing dealers of the Co. and develop new dealers.
To suggest marketing department to introduce incentive programs to enhance sales volume.
To scan current market condition including competitors' current and probable future action
pattern, customers' preference, dealers' business situation and etc.

To monitor sales position of the Co. and initiate necessary actions if any deviation exists.
To arrange sales review meeting timely basis.
To ensure smooth distribution of paints.
To train the sales personnel to handle customers efficiently.
4. SWOT Analysis
To formulate the marketing & overall strategy of Berger paints Bangladesh limited,(BPBL) the
management 1st analyze their mission and objective and then use the steps of SWOT analysis to
find out the strength, weakness, opportunities and threats and then find out the main strategies
for the company.
Mission:
The Company's mission is to increase its turnover by 100% within the next five years by
being socially committed ethical Company.
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."
PERFORMANCE INDICATOR:
A Performance Indicator or Key Performance Indicator (KPI) is an industry jargon term for a type of
Measure of Performance. KPIs are commonly used by an organization to evaluate its success
or the success of a particular activity in which it is engaged. Sometimes success is defined in
terms of making progress toward strategic goals, but often, success is simply the repeated
achievement of some level of operational goal.
Overall Performance:
The Sales achieved during the financial year ended 31' December 2005 was Taka 2,121.12
million as but in 2009 it was 5333.01 million which Cleary showed that how fast the company
sales increase. Every year their sales increase. Side by side their profit after Tax was
400.66million in 2008, in 2009 it is 579.68 million, in 2010 and 2011 taka 6,204,108 &
7,128,035 which is which indicate the an extraordinary performance of the company.
The Company improved its overall market share due to strong brand pull from consumers,
continued support from the distribution network, as well as projects. The
growth in the building construction results a growth in the use of Exterior Emulsion paint, as opposed to
the conventional cement paint. Moreover the innovative marketing strategies during 2006
i.e., Berger Home Decor- the one stop paint/painting solution together with color consultancy, the launch
of "Berger Illusions" range of design coatings, as well as "Robbialac Easy Clean"
Emulsion paint have provided the consumers with unique coatings resulting in improvement in
life style.
Performances over the last Five years and value added statement of Berger Paints Bangladesh Ltd have
shown below with tables:
Table 1: Performances of BPBL over 2009 to 2005.

(Taka in `000) (Source: Annual Report 2009-2010)
Particulars
2009
2008
2007
2006
2005
Turnover
5333002
Value Added 737098
4499208
617431
3527759
480087
2,872,447
389.783
2,121,116
274,084
Tax (VAT)
Turnover(Net
4595904
3881775
3047672
2,482,664
1,847,032
Off VAT)
Gross Profit
1881063
Profit Before 779772
1349966
540867
1138528
466557
943,586
434,297
729,092
316,020
Tax
Profit After Tax
400660
339851
313,877
227,120
579681
Figure 3: Turnover of BPBL for the 2005 to 2009 year

6000000
5000000
4000000
3000000
Turnover
2000000
1000000
Figure 4: Trend of Profit after tax Of BPBL

700000
600000
500000
400000
Profit After Tax
300000
200000
100000
0
This can easily drawn that over the year ranging from 2005 to 2009 sales turnover and profit
after tax is shapely raise over the year
According to the study of the organization Strengths, Weaknesses, Opportunities, and Threats (SWOT)
analysis of BPBL is described below:
Table: SWOT Analysis of BPBL
Sound profitability and growth with good internal

Capital generation.
Dedicated efforts of experienced and efficient management
Team.
Favorable access to distribution networks.
High quality environmental pollution free products and huge range
of products and color Varieties.
Most updated techno-based production system.
Company reputation and goodwill
Lack of good communication with the painter, owner and developer
company key personnel.
Lack of motivation to the key painter.
Lack of adequate marketing and promotional efforts.
Lack of full scale automation
Scope of market penetration through diversified products and increasing

sales.
Online selling and automation of transaction processes.
Government's policy of encouraging infrastructure development and
private sector development.
Adding more value in products and services than the competitors.
High industry growth in the real estate sector accelerates the demand for paints.
The new arrival of multinational and local companies in the paint industry.
Increasing prices of the raw materials and global demand/supply factors and
devaluation of local currency.
National and global political unrest.
Inflationary economic conditions.
5. Marketing Strategy
Marketing strategies of Berger depends on

1. Segmentation of products.
2. Target market selection.
3. Positioning their product.
1. Segmentation strategies of Berger
Before segmentation their product Berger segments its business through the year. Generally the
summer and winter is the peak season not only for Berger but also every paint producer. October
to June is peak season and July to September is the lean season for the paint industry in
Bangladesh, which is related to weather conditions.
2. Target market selection Strategies

Berger has chosen target markets to co-operate in the interest of overall company in a socially
responsible manner. The total size of the paint industry in Bangladesh is estimated at taka 4.294.44billion in 2005. The paint industry can be divided into three segments
a) Decorative.
b) Industrial.
C) marine.
The decorative segments of the market accounts for a whopping 83.42% of the total industry,
whereas industrial, marine segments contribute 12.17%, and 4.41%, respectively.
The major focus of the companies, operating in the industry, is towards decorative segment. Only
a few of the companies have their product offerings in industrial and marine segment. All the
competitors are concentrating their best efforts for carving out their share of the pie in the
decorative segment of the industry. The enamel segment accounts for around 50% of the
decorative paint market, by value, and approximately 40% by volume.
Berger market share in the synthetic enamel category increasing gradually. As this product is
accountable for the major share of the paint market, its continued success will result in
significant growth of the overall market share of the company. This will also enable Berger to
battle its competitors by weakening then in such a strategically important segment.
3. Positioning strategies
Berger designs the companys offerings and image to occupy distinctive place in the mind of the
target market.
Product differentiation
Product differentiation on the basis of size, shape, color shade, convenient size of their paint
container, plastic container and so on. Its also maintain its better quality product, finest color
shade, durable & long lasting paint, and they are also responsible to the customer wants and
satisfaction.
Service differentiation
Every company in the service market differentiates their service to be the best service company
and capturing most of the market share. Berger differentiates its service comparing to the other
competitors. These are
Ordering ease
Customer consulting & delivery Service
Current Marketing Strategy

Berger Paints Bangladesh Ltd marketing manager told us they believes in the practice of MarketOriented Strategic Planning, developing and maintaining a viable fit between the
organization's objectives, skills and resources. The aim of such approach is to build longterm partnerships with the customers/consumers. And with their support, Berger aims to
maximize the potential of its business-through a combination of enhanced quality of product,
service, creative marketing, competitive pricing and cost efficiency. The strategic planning of
BPBL involves repeated cycles of corporate and business planning as well as launching new
product and marketing offerings.
6. Evaluation of the Strategies:

Methodology of consumer and retailer interview:
Marketing research methodology is the systematic gathering, recording, and analysis of data
about issues relating to marketing products and services. The goal of marketing research
methodology is to identify and assess how changing elements of the marketing mix impacts
customer behavior. Following methodology pursued for this report is as given below:
We have done this research with exploratory research. Usually exploratory research is conducted
with the expectations that subsequent research will be required to provide conclusive evidence.
Choice of Methodology: Decision making is the process of developing and deciding

among alternative ways of resolving a problem. For our report we choose random probability
sampling method because it is very difficult to find out every specific and potential customer
for us.
Sampling Method: we chose random sampling method for our research or survey because
in this case we cannot identify our every potential customer.
Data Sources &Data Collection: In this report, both types of data have been used for
analysis
Qualitative data
Quantitative data
Qualitative data - generally used for exploratory purposes - small number of respondents - not
generalize, to the whole population - statistical significance and confidence not calculated examples include in-depth interviews
Quantitative data - generally used to draw conclusions - tests a specific hypothesis - uses
random sampling techniques so as to infer from the sample to the population - involves a
large number of respondents - examples include surveys and questionnaires.
Also we chose Survey with structure questioner to collect data, because our objective is to
find out consumers behavior of using BP, competitors and also know about the current market
situation of Berger paint and Power band adhesive at Badda and Mirpur area. Thats why
survey technique has been chosen for gathering the data.
Research approach: On this case our approach is go to the market and collect the data and
also get an experience how to behave with customer and knows about the activities of a
multinational company. Knows their different types of marketing activities we chose Random
Sampling Process and then go with question and Analysis the situation.
Contact Method: For survey we usually go to market and collect the information for our
report and knowing about their demand and based on Information Company should be take
some step.
Data Analysis: Standard editing and coding procedures are utilized. Simple tabulation and
cross-tabulations will be utilized to analyze the data. We use Excel software to analyze our
data and make our research report.
Questionnaire Design & Research: On our Questionnaire we include some fixed

alternative questions and some scale questions and one open ended questions. On our research
we use Microsoft Excel for analysis part. By using Excel we use some chart for explain the
questions answer.
7.0
Analysis and Interpretation of Data
Analysis:
For analysis part we took respondents from Badda and Mirpur area. We have conducted our
report to identify the consumers Attitude about the entire available paint and adhesive in
Bangladesh. Though we have a small sample size Badda and Mirpur but we believe it represents
our population of interest.
The finding of our study is shown in the following:
Popular Adhesive & Paint at Badda & Mirpur area:
Popular Adhesive at Badda and Mirpur area is shown below:
Poular Adhesive at Mirpur And Badda area

Pidilite (Fevicol)
Fast
Berger(power bond)
Bengal(Da-co)
10%
35%
25%
30%
Figure 5: Popular adhesive at Badda and Mirpur area
Popular paint in Badda and Mirpur area

Berger
Elite
10%
15%
Roxy
Others
10%
65%
Figure 6: Popular Paint at Badda and Mirpur area
Based on the adhesive figure above it can be seen that 35 percent people think Fevicol,30 percent
think Fast, 25 percent people think Power Bond and 10 percent think Da- Co is most popular at
Badda & Mirpur area. And based on the paint figure it can be seen that 65 percent people think
BPBL, 15 percent think Elite, 10 percent think Roxy and 10 percent think others at mirpur and
Badda area.
2. Uses Type of Paint

Uses type rate are shown below:
Uses Type of paint

BPBL
Elite
Roxy
10%5%
85%
Figure 7:Uses type of Paint
Based on the figure above it can be seen that 85 percent use Berger paint, 5 percent use Roxy and
10 percent use Elite.
3. Department of Customers Type

Department of Customer type percentages are shown below:
Customer Type of paint

Dealer
House Owner
Developer
Painter
20%
1%
54%
25%
Figure 8: Customers Type of Berger paints
Customer Type of Adhesive
Furniture Shop; 21%

Dealer ; 30%
Partex Point
; 22%
Furniture Work Shop ; 27%
Figure 9: Customers Type of Berger paints and adhesive

Based on the figure above it can be seen that 54 percent customer are dealer, 20 percent are
painters, 25 percent are House Owner and 1 percent are Developer.
Based on the figure above it can be seen that 30 percent customer are dealer 27 percent are
furniture worshiper 22 percent are partex pointer and 21 percent are furniture shopper.
4. Most uses adhesive at Badda & Mirpur area

Uses percentage are shown below:
Most uses adhesive
Others; 25% Pidilite (Fevicol) ; 30%

Berger (Power Bond) ; 20%
Fast; 25%
Figure 10: Most uses adhesive at Badda and Mirpur and area
Based on the figure above it can be seen that 30 percent use Fevicol it either SH, SR or DDL
25percent use Fast it either SH, SR or DDL 20percent use power bond it either SH, SR or DDL
and other 25 percent use other cheaper adhesive it either SH,SR or DDL.
5. Causes of Popularity:
Factor of choosing a brand of the respondents of survey is shown below:
Causes of Popularity
Quality
Price
Others
12%
45%
43%
Figure 11: Causes of Popularity
Causes of being popular in a paint Market are Shown Below:

45 percent customer said that quality was the main cause 43 percent said that price was the main
factor, 12 percent said that other things like after sales, and behaves of sales person was the main
factor.
6. Important of Sales Service:

Importance of Sales Service factor for choosing brand of the respondents of survey is shown
below:
Important of sales service

40
35
30
25
20
15
10
5
0
Important of sales service
Berger
Elite
Roxy
Other
Figure 12: Important of Sales Service

Based on the figure above it can be seen that 40 percent people said that Berger paint Company
Provide good sale service, 30 percent people said that Elite paint Company Provide good sale
service, 20 percent people said that Roxy Company Provide good sale service and 10 percent
people said that other Company Provide good sale service.
7. Important of Credit Payment System:
Importance of Credit Payment Systems factor for choosing brand of the respondents of survey is
shown below:
Important of Credit Payment System

Pidilite
Fast
Berger(Power Bond)
Bengal(Da-Co)
25% 29%
22%
24%
Figure 13: Important of Credit Payment System

Based on the figure above it can be seen that 29 percent respondent said that Pidilite Company
Provide Credit payment system 24 percent said that fast company provide credit payment system
22 percent said that Berger company provide credit payment system and 25 percent said that
Bengal company provide credit payment system.
8. Important Of Advertising
Important of Advertising for choosing the Brand of respondents of survey is shown below:
25
20
15
10
5
0
Strongly Agree
Agree
Neutral
Disagree Strongly DisAgree
Figure14: Important Of Advertising

Importance of Advertisement: 64 percent respondents agreed that advertisement plays an
important role in selecting a brand. among the 64 percent 24 percent strongly believe that they go
for a certain brand after watching the advertisement.22 percent are neutral 14 percent are
disagreed that advertisement plays an important role in selecting a brand.
9. Attention towards Sales promotion
Importance of sales promotion for choosing brand of the respondents of survey is shown below:
Sales promotion can attract

15
10
5
0
0.5
1.5
2.5
3.5
4.5
5.5
Figure 15: attention towards Sales promotion

Sales Promotion: 20 percent of consumer strongly agreed that they are influenced by the sales
promotion, 48 percent agrees that sales promotion is important, 18 percent were neutral, and 14
percent disagreed on this statement.
10. Price factor

Importance of price for choosing brand of the respondents of survey is shown below:
25
20
15
10
5
0
Strongly Agree
Agree
Neutral
Disagree Strongly Disagree
Figure 16: Price factor

Price: In case of price, 44 percent strongly believes that price is very important in selecting a
brand. 30 percent agrees that price is important. 18 percent were neutral and 8 percent disagreed.
11. Increase in price can influence
Increase in price of the paint of survey is shown below:
Increase in price can influence
Disagree; 30%
Neutral; 22% Strongly agree; 30%
Agree; 18%
Figure 17: Increase in price can influence

Price Variation: 30 percent strongly agreed that if the price increases, they will shift to other
brand. 18 percent agreed and 22 percent were neutral and 30 percent were disagreeing on this
fact.
12. Brand loyalty from the quality side
Changes in quality for choosing brand preference are shown below:
Disagree; 30% Strongly agree; 30%

Neutral; 20%Agree; 20%
Figure 18: Brand loyalty from the quality side

30 percent strongly agreed that if the quality change, they will shift to other brand. 18 percent
agreed and 22 percent were neutral and 30 percent were disagreeing on this fact.
13. Essentiality of Quality
Importance of quality for choosing a brand is shown below:
Importance of Quality
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
20%
40%
20%
20%
Figure 19: Essentiality of Quality

Quality: 40percent strongly agreed that quality is the most important factor for them, 20 percent
agreed and 20 percent were neutral and 20 percent were disagreeing on this fact.
14. Distribution efficiency
Importance of distribution factor for choosing brand of the respondents of survey is shown
below:
Lack of Distribution Efficiency

Strongly Agree
Agree
Disagree
Strongly Disagree
Neutral
8%
26% 34%
32%
Figure 20: Distribution Efficiency

Lack of Distribution Efficiency: 8 percent strongly agreed that effective distribution is very
important. 34 percent agreed and 32 percent were neutral and 26 percent were disagreed with this
fact.
Most of the people say that for quality, few people says that price, brand, and many people says
that for all of.
Most of the people say that for quality, few people says that price, brand, and many people says
that for all of.
8.0 Findings
As the objective of the study is find out the competitors of Berger paint and comparison to other
Adhesive. In the Badda and Mirpur area Berger paint is very popular in each and every store and
people believe in Berger a lot but it is for paint because of paint industry they believe Berger and
use power bond adhesive. Because of their quality of product, good will and good relationship
with the dealers and customers Berger is operating business successfully in Badda and Mirpur
area. The other findings that are found during the period are stated below:
Berger Paint has product variations and strong brand name in the market.
Berger Paint has 3 main competitor Fast is their main competitor.
Pedilite (Fevicol) is in Fast position in adhesive industry. They have 50% local market
share fast have 20 % and Berger (power bond) have 18 % and other local cheaper local
company have 22 % share.
At Badda contribution of sub dealers are more than dealers. So here is the chance of
adulteration of product is high because most of the adulterated paints are supplied by sub
dealers.
Adulterated products are available in the market that are providing by the sub dealer
and some dealer of Berger Paint.
Berger Provide Their adhesive to other big furniture company for making their
furniture. For example Hatil, otobi, Brother, Navana and so on big company. Because of
those companies Berger paint able to do their business in adhesive industry. And capture
60%market share on those big companies market.
Bengal (Da-Co) and other cheaper price company is the main threat in this area for
BPBL because of their Strong marketing and their low price.
A company is arising about the marketing officer that they are not motivated the
carpenters as like other companies did. That's why they are moving them self from Berger
paint to other companies
Berger paint is not showing any marketing activities like before where fast, Fevicol
and other adhesive company did strongly.
9.0 Recommendation
On the basis of my survey, the following recommendations can be draw for the further
development of the Berger Paints
Berger Paints should always provide emphasis on customer demand and dealer demand
but they did not care the carpenter. It should always satisfy the dealers demand side by
side the painter demand because carpenter some time play important role in use adhesive
decision making.
Berger paint should build up a strong communication channel with the dealer, painter and
the furniture companies. Because this communication helps to take the market of this
area.
BPBL should give more concentration to the carpenters and should provide more
facilities than the other adhesive companies.
Berger paint should increase their marketing activities and also increase the field level
marketing that other companies did.
It should also organize distribution system through increase space for systematic way,
frequently update its database system which shows products, pack size and availabilities
and increase the number of delivery van.
Berger Paints should concentrate on complaint against their product.
Berger Paints should take strong strategy against its key competitors.
The competitors are providing false information about Berger Paints. So they should
protect it. Otherwise Berger Paints may lose its brand image.
Berger paints can reconsider its discount policy and provide more discount to the
customers.
BPBL needs to have some valuable carpenters contractors who have the goodwill in the
specific area
The company should always maintain its promotional activity
Always be aware about the marketing strategy of competitors
BPBL must concentrate about the demand and want of customer more consciously.
BPBL should maintain good relationship with furniture workshop and shop owner.
Never give any chance of your competitors to do marketing
Giving newspaper, TV and Radio advertisement more frequently usually for adhesive
product
BPBL always organize lots of workshop with Carpenters, which is really effective. It
should be more and more.
Bill boards are getting positive attention in reaching a product to its customer. BPBL
should look into this matter.
Different types of promotional activity should be used more frequently to push the
product.
BPBL should recruit more end user activist.
10.Conclusion
We have conducted my report to identify the consumers though we have a small sample size
(Badda and Mirpur Area) but we believe it represents our population. From our Research we
found that Berger Paint has product variations and strong brand name in the market though have
strong brand name they are in little bit low position on their adhesive business. At Badda and
Mirpur contribution of sub dealers are more than dealers. If Berger paints can make effective
innovative advertisements, introduce sales promotional programs, improve the packaging, make
the distribution effective and most importantly stress should be given to the quality and
reasonable price. If price is too much high and also quality is good than people try to choose an
alternative because carpenter group are lower class group. They want quality with reasonable
price. If the Adhesive companies wants to retain the market share they have to consider all the
factors such as Quality, price advertisement, etc.
11.0 Bibliography& References
BPBL Annul Report 2009-2010,DR,
BPBL "Performance in last Four Years of BPBL" Annul Report 2009-2010.
Website: http://www.bergerpaintBD.com/vision mission objective.php
Website: http://www.bergerbd.com/history.php
Website: http://www.bergerbd.com/productcatalog.php
Website: http://www.bergerbd.com/social_comit.php
Website: http://www.bergerbd.com/globalcovarage.php
Questionnaire:
Area: ___________
Shop Name:
Name of Retailer: ______________
Name of Consumer/Carpenter: __________________
1. In terms of Paint industry which company is most popular in Badda and Mirpur Area
(Retailer)?
1
Berger paint
(2) Elite Paint
(3) Roxy
(4) Others
2. What type of Paint you use more (Consumer)?
(1) BPBL (2) Elite
(3) Roxy
3. What type of customers you are?

(1) Dealer
(2) Painter
(3) House Owner
(4) Developer
4. Now which companies adhesive you use most (Carpenter)?

1
Pidilite (Fevicol)
(2) Fast
(3)Berger (Power Bond)
(4) Others
5. Why do you think this company is most popular in the adhesive industry?
(1) Quality
(2) Price
(3) Others
6. Which company provides you good sales service?

1
Berger
(2) Elite
(3)Roxy
(4)Other
7. Which company provides you credit payment system?
(1) Pidilite (Fevicol)
(2) Fast
(3) Berger (Power Bond)
(4) Bengal (Da-co)
8. Advertising plays an important role in selecting a brand
Strongly
Agree
Agree
Neutral
(2)
(3)
Disagree
(4)
Strongly
Disagree
(5)
9. Sales promotion can attract your attention towards a particular brand?

Strongly
Agree
Agree
Neutral
(2)
(3)
Disagree
(4)
Strongly
Disagree
(1)
(5)
10. Price can be an important factor in selecting a brand?
Strongly
Agree
Agree
Neutral
(2)
(3)
Disagree
(4)
Strongly
Disagree
(5)
11. Increase in price can influence you to change your preferred brand
Strongly
Agree
(1)
Agree
Neutral
(2)
(3)
Disagree
(4)
Strongly
Disagree
(5)
12. You will stay with your preferred brand even if the Quality changes.
(1) Strongly
Agree
Agree
(2)
Neutral
(3)
Disagree
(4)
Strongly (5)
Disagree
13. Quality is the most important factor in creating brand loyalty.

Strongly
Agree
Agree
Neutral
(2)
(3)
Disagree
(4)
Strongly
Disagree
(1)
(5)
14. Lack of distribution efficiency can create dissatisfaction towards your preferred brand.
Strongly
(1) Agree
Agree
(2)
Neutral
(3)
Disagree
(4)
Strongly
Disagree (5)
You like your brand for: ---------------------------------------------------------------------------------------

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Letter of Transmittal

December, 27th 2011

Subject: A report on Berger Paint Bangladesh Limited

ULAB School of business

Sanjida Akter Tilma

Rationale of the Study

Objective of the report

2.0 Overview of the Organization

The Company Profile

3.0 Current Marketing Situation

4.0 SWOT Analysis

5.0 Marketing Strategy

Methodology of consumer and retailer interview

Data Sources &Data Collection:

o Questionnaire Design & Research

Popular Adhesive & Paint at Badda & Mirpur area

Uses Type Paint

Department of Customers Type

Most uses adhesive at Badda & Mirpur area

University of Liberal Arts Bangladesh

University of Liberal Arts Bangladesh

Introduction to the Study:

Statement of the Problems:

Number of new Furniture shop created.

Scope & Delimitation of the study

University of Liberal Arts Bangladesh

OBJECTIVE OF THE REPORT

1.4.1 Broad Objectives:

University of Liberal Arts Bangladesh

Statistical Tools & Techniques

University of Liberal Arts Bangladesh

2.0 Overview of the Organization:

Table: Major Milestone of BPBL

(Source: BPBL Website)

University of Liberal Arts Bangladesh

NATURE OF THE BUSINESS:

Own Corporate Office Located in Dhaka

Sales Offices are shown in a map attached in the annexure

University of Liberal Arts Bangladesh

The Company Profile:

Berger Paint Bangladesh Limited

Mr. Gerald K Adams

(Enlisted in both Dhaka and Chittagong Stock Exchange)

Registered Office Email: bergerbd@spnetctg.com, Web: http//www.bergerbd.com

Berger House Plot 8, Road.2 Uttara Sector 3, Uttara Model Town

Factory: Dhaka Factory # Nabinagar, Chittagong Factory 27 D FIDC Road, Kalurghat,

1. Powder coating Plant-Nabinagar, Saver

University of Liberal Arts Bangladesh

1st the Industry

50% of Market Share

Special Achievement: ISO 9001: 2000

Commitment to achieve total customer satisfaction.

University of Liberal Arts Bangladesh

Ensuring continuous improvement in operations through utilization of highly

Like all other manufacturing organizations, BPBL has a conventional organizational

no liquid paints & varnishes and coating.

1st the Industry

50% of Market Share

SpecialISO 9001: 2000 Achievement

3. Currant Marketing Situation

University of Liberal Arts Bangladesh

University of Liberal Arts Bangladesh

Table 3.2: Major decorative products of BPBL