MARKETING STRATEGY of Berger Paints Bangladesh Ltd
MARKETING STRATEGY OF BPBL
1 Problem and the Plan
1.1 Background
Berger Paints Bangladesh Limited is the market leader of the paint industry in Bangladesh. The company has been successfully maintaining its position by developing the quality of the products, adding new features to the products and also by launching new products in the different segments of the paint and its peripherals. In this pursuit sales management of Berger wants to know evaluate marketing strategy whether there is scope of improvement. For this they firstly wanted to explore their sales volume/revenue with comparison to marketing 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 response to the request of IBA authority Berger management assigned me the job to study marketing strategy and also to know consumer insight about Berger.
1.2 Scope of the Report
This is a descriptive study. The study will focus on the following things:
Functions of Marketing Department of Berger Paints Bangladesh
Functions of Sales Team
Promotional activities of Berger Paints Bangladesh
Analysis of sales growth of Berger Paints Bangladesh
Consumer insight about marketing activities of Berger Paints Bangladesh
1.3 Objective
Broad Objective
To analyze the marketing strategies of Berger Paints Bangladesh Ltd.
Specific Objectives
To obtain an overall view of Berger Paints Bangladesh Limited.
To explore information about the market position
To evaluate the marketing strategy of Berger Paints Bangladesh Limited
To analyze sales growth of Berger Paints Bangladesh Ltd in financial terms
To recommend improvement of marketing strategy if required.
1.4 Methodology
This is an analytical report endeavoring to explore the marketing strategy of Berger Paints Bangladesh Ltd. The information used is mostly primary and a little part is secondary
1 Problem and the Plan
1.1 Background
Berger Paints Bangladesh Limited is the market leader of the paint industry in Bangladesh. The company has been successfully maintaining its position by developing the quality of the products, adding new features to the products and also by launching new products in the different segments of the paint and its peripherals. In this pursuit sales management of Berger wants to know evaluate marketing strategy whether there is scope of improvement. For this they firstly wanted to explore their sales volume/revenue with comparison to marketing 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 response to the request of IBA authority Berger management assigned me the job to study marketing strategy and also to know consumer insight about Berger.
1.2 Scope of the Report
This is a descriptive study. The study will focus on the following things:
Functions of Marketing Department of Berger Paints Bangladesh
Functions of Sales Team
Promotional activities of Berger Paints Bangladesh
Analysis of sales growth of Berger Paints Bangladesh
Consumer insight about marketing activities of Berger Paints Bangladesh
1.3 Objective
Broad Objective
To analyze the marketing strategies of Berger Paints Bangladesh Ltd.
Specific Objectives
To obtain an overall view of Berger Paints Bangladesh Limited.
To explore information about the market position
To evaluate the marketing strategy of Berger Paints Bangladesh Limited
To analyze sales growth of Berger Paints Bangladesh Ltd in financial terms
To recommend improvement of marketing strategy if required.
1.4 Methodology
This is an analytical report endeavoring to explore the marketing strategy of Berger Paints Bangladesh Ltd. The information used is mostly primary and a little part is secondary
References: 1. O’ Guinn S. Allen, Advertising, 4th Edition, 2000, South Western College Publishing 2 3. Batra R, Myers John G., Advertising Management, 15th Edition, 2002, IRWIN 4 5. Kotlar, P., Marketing Management, 9th ed, 1998, Prentice Hall of India Private Limited. 6. McDonald, C. (1991), Sponsorship and the image of the sponsor, European Journal of Marketing, Vol. 25, pp. 31-8. 7