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Internship Report On
“Suggesting Sales Strategy for Converting Newly Launched Product into Successful Brand”
Of
Berger Paints (BD) Ltd
(THIS REPORT IS SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION WITH A MAJOR IN MARKETING)
Prepared by:
Name: Abdur Rahim ID: 0321009
Program: BBA Semester: Summer-2007
Submission Date: September 06, 2007
SCHOOL OF BUSINESS Independent University, Bangladesh
Date: Sep 6, 2007 To Mr. Tahlil Azim Assistant Professor School Of Business Independent University, Bangladesh Subject: Submission of Internship Report.
Dear Sir, With an immense pleasure, I would like to submit my Internship Report titled, ‘An in depth analysis on sales strategies should be adopted to convert newly launched products of Berger Paints (BD) Ltd. into successful brands’ to fulfill the requirement of BBA Program. I am very delight to tell you that working on this internship report has given me a wide range of exposure. To prepare this report, I have faced extensive face to face interviews with professionals as well as customers. It has taught me the value of patience, and has given me a higher insight on the level of communication in the practical world. In every segment of the report, I have tried to make an honest endeavor to present it as good combination of my knowledge, intelligence and the information gathering. It is highly pleasure for me to get you as a supervision of my thesis work. I admit that you gave me proper direction, necessary guidelines and physical support that made it possible too such cumbersome deed. I express my special gratitude to you for dedicating your valuable time and helping me whenever I needed. I believe that without your proper assistance, I could not complete this report in such a discipline way. At the time of preparing this report, some flaws may emerge; hope that you will consider these flaws favorably. Yours sincerely ----------------- Abdur Rahim ID: 0321009
I
Acknowledgement
Internship report is essential for our academic curriculum. It bestows us
a golden opportunity to learn on any topic. I think it’s a great
opportunity for business students to improve themselves. First, all
praises and admiration to almighty Allah, the most gracious, the most
kind and merciful who has turned all my effort into a great success. I
would like to convey my sincere and deep sense of appreciation to all the
people who helped me to prepare this report.
I want to pay my gratitude to Mr. Nazim Uddin Helali, General Manager
(CF and J&N), and Mrs. Taslima Hoque, Manager, Human Resources for
letting me to accomplish my Internee program at Berger Paints(BD) Ltd.
My thanks is to my internship supervisor Mr. Tahlil Azim, Assistant
Professor, School of Business, Independent University, Bangladesh for
his dearness cooperation and valuable time towards enhancing the
understanding of the fact and preparing this report.
My debt to Mr. Nazrul Islam, Branch Manager, Chittagong sales office
has approved me to do internship in Chittagong Sales.
I am thankful to the management of BERGER PAINTS (BD) LTD. for
giving me permission to have free access to their managerial people with
good faith. I convey my special thanks to Mr. Sabuj Swapan Barua, Area
Sales Manager, Decorative, Mr. Syed Aminul Islam, Sales Officer,
Decorative, Mr.Pratap Mitra Barua, Sales Officer, Decorative, Mr.Akter
Hossain, Account officer, Mr.Ziaul Hossain Sikdar, Color Consultant, and
Berger Home Décor. Mr. Anamul Islam, Sales Support Officer who gave
me their thought and concepts about the works and functions of the
department during my preliminary investigation and requirement
analysis meetings they helped me by giving their time and access to the
paper works and other constraints.
Finally thanks to Mr. Tahlil Azim, my supervisor once again, for his
guidance and support throughout the whole report preparation and for
sparing his valuable time to read my report and providing valuable
feedback to update it.
II
Executive Summary
Bangladesh is a small but at the same time it’s a prospective country. There
are many opportunities around us; we can take the chance of using these
potentials. But it’s amazing; the potentials are not being utilized completely
by our countryman. Consequently, our country is seemed to depend on
foreign direct investment (FDI) for utilizing its market prospect. Thus over
the years many worlds renowned multinational companies have been
investing in different industries of our country. Berger Paints Bangladesh
Ltd, among them one of the leading paint company began its business in
Bangladesh since independence and this has been a footstep to bring more
than 230 years of global paint industry experience into Bangladesh.
However, Berger has set its commitment- “To service, to customers, to paint
traders and to associates and finally to the community in which Berger
works. Berger Paints (BD) Ltd is committed to achieving total consumer
satisfaction and commit to continue as the market leader through consistent
sales growth, increasing productivity and developing new products befitting
consumer needs. According to their policy, Berger has come up with some
new products and wants to see these products as successful brand. But in
the challenging market situation to remain a market leader where other
paint companies are operating, it is tough. There fore, this research is
conducted to suggest sales strategies that should be adopted to convert
newly launched products into successful brands. This research is done based
on company personnel, dealers, painters and consumers. This research
required samples from both Dealers and Household and the sample size
were 20 and 60 respectively. These samples were selected through
judgmental sampling method. Questionnaire survey method and observation
method have used to conduct the research. There were two types of
questionnaire, one is for dealers and another one is for end users. Both
types of questionnaire were formed with the combination of close-ended and
open-ended questions and respondents answered on five scales of graphic
rating scale and ranking scale. The data were collected through door to door
interview with company employees, dealers and households and own
observation also used to collect necessary information as well. The research
findings showed that the effective sales promotion tools for both consumers
and traders are very imperative to convert a new product into successful
brand. III
Berger Paints (BD) Ltd.
Table of Content
IIssssuueess PPaaggee NNoo
Letter of Transmittal I
Acknowledgement II
Executive Summary III
Chap 1- Introduction
1.1 Background of the study 1
1.2 Origin of the report 1
1.3 Purpose of the study 1
1.4 Objectives of the study 2
1.5 Scope of the study 2
1.6 Methodology 3
1.7 Limitations of the study 6
Chap 2- Background of the company
2.1.1 An Overview 8
2.1.2 Vision and Mission of the company 10
2.1.3 Berger’s Commitment 10
2.1.4 Organization structure of the company 11
2.1.5 Quality Policy 11
2.1.6 Area of Operation 12
2.1.7 Berger Decorative Paints 12
2.1.8 Berger Industrial Paints 13
2.1.9 Berger Marine Paints 15
2.1.10 Berger Color Bank 16
2.1.11 Marketing Mix of Berger Paints 18
Chap 3- Literature Review
3.1 Sales Promotion 20
3.2 Public Relations 27
Chap 4- Findings
4.1 Objective 1: Newly launched selected products of Berger paints (Bangladesh) Ltd.
4.1.1 Robbialac Easy Clean 30
4.1.2 Robbialac Wall Putty 32
4.1.3 Robbialac Exterior Wall Putty 35
4.1.4 Weather Coat Long Life 37
Berger Paints (BD) Ltd.
IIssssuueess PPaaggee NNoo
4.2 Objective 2: Promotion/Communication Mix of Berger Paints (BD) Ltd.
4.2.1 Electronic media 41
4.2.2 Print Media 41
4.2.3 Billboard 42
4.2.4 Leaflet 42
4.2.5 Sales Promotion 42
4.2.5.1 Consumer promotion tools used by Berger 42
4.2.5.2 Trade promotion tools used by Berger 43
4.2.5.3 Publicity 44
4.2.5.4 Public Relations 44
4.3 Objective 3: Recommendations
4.3.1 Giving TV advertisements 46
4.3.2 Giving News Paper Advertisement 46
4.3.3 Using Bill Boards 47
4.3.4 Effective consumer promotion tools 47
4.3.5 Effective trade promotion tools 49
Chap 5- Conclusion
5.1 Ending Notes 50
5.2 Bibliography 50
5.3 Appendix
5.3.1 Questionnaire for Dealer 51
5.3.2 Questionnaire for Household 56
Berger Paints (BD) Ltd.
1.1 Background of the study As a graduating student of Independent University, Bangladesh, School
of business, every student has to attend the 12 weeks internship
program i.e. BBA 499 in any business organization and after completing
the program the student has to submit a report. Therefore, this is the
reason of making this report.
1.2 Origin of the report Under the internship program, every student obtains the opportunity to
utilize for acquiring practical knowledge, prepare a descriptive report
with proper study is a nominated esteemed organization under the
guidance of a knowledgeable person as a teacher to guide, supervise
and help the student to complete his/her study, before awarding the BBA
Degree. Therefore, this report has been prepared to describe about the
practical knowledge and experience that is gathered during the 12 weeks
program in Berger Paints (BD) Ltd. It contains my experience with the
Berger Paints (BD) Ltd and gives me an opportunity to know about paint
industry. The proposed topic of this report is to suggest sales strategies
that should be adopted to convert newly launched products into
successful brands and was decided by the Branch Manager, Chittagong
Sales Depot.
1.3 Purpose of the study To be perfect in field of study, both the theoretical and practical study is
necessary in the context of the modern business world to exist in the
keenest competition. To resolve the dichotomy between theory and
practice, this internship program is necessary for every student to
complete his/her academic area, enrich store of knowledge. Berger
Paints (BD) Ltd, my host organization, where I have been worked for the
last 12 weeks as Internee and observed BPBL would like to retain their
unique market leadership through constant product innovation and
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Berger Paints (BD) Ltd.
development beyond other efforts and endeavor. I was asked to make a
constructive study on suggesting sales strategies should be adopted to
convert new products into successful brands. Therefore this study will
help to determine the various aspects of promotional tools which will
make the consumers aware about brands and finally will recommend
ways to promote end users and various traders so that Berger can retain
their market leadership.
1.4 Objectives of the study 1.4.1 Broad Objective “To suggest sales strategies to convert newly launched products into
successful brands”
1.4.2 Specific Objectives
The specific objectives are as follows:
►To know about newly launched selected products
►To know the current sales strategies for the selected products
►To recommend measures to establish the selected products as
successful brands in the market.
1.5 Scope of the study Berger Paints (BD) Ltd is leading multinational paint company. The
target market of this paint company is the middle class, upper middle
class and upper class people of entire Bangladesh. There are 7
geographically located sales depot of BPBL such as Dhaka, Chittagong,
Rajshahi, Comilla, Sylhet, Bogra and Khulna. I have selected Chittagong
as study area.
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Berger Paints (BD) Ltd.
1.6 Methodology In the following section, the detail methodology of the research has been
described on the basis of research design, research methods, sampling
design and data collection method. 1.6.1 Research design
From the view point of function this is a causal research. This research is
conducted to suggest sales strategies to convert newly launched
products of BPBL. From the view point of nature of data this is a
Qualitative research and this is a combination of both field and desk
research. It required data collection from dealers house holds, painters
and company personnel. Again it required data from internet, different
books and journals.
1.6.2 Research Method
Here I used questionnaire survey method and observation method for
conducting the research. There were two types of questionnaire, one is
for dealers and another one is for end users. Both types of questionnaire
were formed with the combination of close-ended and open-ended
questions.
For survey method, I looked for the way followed by:
Door-to-door interview
1.6.3 Scaling techniques
I used five scales of graphic rating scale and ranking scale to prepare the
questionnaire.
1.6.4 Sampling Method
1.6.4.1 Population
The research is conducted based on end users (House hold) and dealers.
According to that, the entire middle class, upper middle class and upper
class house holds of the CTG city; all the registered dealers are
considered as population.
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Berger Paints (BD) Ltd.
1.6.4.2 Sample Size
Dealers: Top twenty dealers of three particular zones are selected as
sample.
No Dealer’s Name Zone
01 Momota H/W Store Nobab Sirajudoula Road 1
02 Rajib H/W Store, Nobab Sirajudoula Road 1
03 Mallic H/W Store, Chawk Bazar 1
04 Bangladesh H/W Store, Pahartoli 1
05 Bismillah H/W Store, Telly Patty Road 1
06 Modiana H/W & Sanitary,DTRoad,Cornalhat 1
07 Mohammadi Builders, Kazir Dewri 2
08 Akash H/W, Chatteshari Road 2
09 Millennium Builders, Jubillee Road 2
10 Showdagar Agencies, Jubilee Road 2
11 Mitali Stone, Love Lane Road 2
12 Popy H/W, Sytation Road 2
13 Al Noor H/W,Asadgong 3
14 Siddique Trading, Halishahar Boropol 3
15 Rainbow H/W , Agrabad Chomohony 3
16 Bangladesh Builders,Teri Bazar 3
17 Nasim & Brothers, GEC 3
18 Prime H/W, Sholo shahar 2 no gate 3
19 S.A National, BouBazar 3
20 Bengal H/W Store, Khatungong 3
Household: To find out household sample I have selected 6 residential
areas. These are Khulsi, Sugandha, Nasirabad Housing Society, Hill view
Housing Society, Chandgaon R/A and Agrabad CDA R/A. From these six
areas 60 households are selected as sample. Each area contained 10
household.
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Berger Paints (BD) Ltd.
1.6.4.3 Technique to select samples
Judgmental sampling was used under non-probability sampling.
Dealers: I have interviewed top 20 selling dealers among many other
dealers of BPBL. Here my own judgment was the dealers who are selling
more Berger’s product can give more information. Besides this as they
are dealing with more consumer than they may become more
knowledgeable about Berger’s demand and other aspects in the market
place. Moreover, for time limitation I have selected this purposive
sampling method. However, I got the list of top 20 sellers from company
personnel.
House hold: To select house hold samples I also looked at purposive
sampling technique. My thinking was if I go for residential area such as
Khulsi, Sugandha, Chandgaon R/A, Agrabad CDA R/A, Nasirabad
Housing Society and Hill view Housing Society where upper class, upper
middle class and also middle class people are living then it will be easy
for me to have all necessary information and will not take more time as
well.
1.6.4.4 Sample component
Door-to Door interview: Individual [Household] and dealers
1.6.5 Sources of Information
There have been used two basic sources of data. These were:
Primary Data
Secondary Data
1.6.5.1 Primary Data
Face to face conversation with the company employees
By interviewing and interacting with dealers and individual from
household
Talking with painters at dealer’s point.
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Berger Paints (BD) Ltd.
1.6.5.2 Secondary Data
Different types of secondary data have been collected from different
aspects. Sources of secondary information are as follows:
Product brochures, catalogue and manuals.
Internet
Berger Bulletin
Books.
1.6.6 Data Collection Methods
In depth interview: During the research, in depth interviews were
conducted with various employees of Berger in Chittagong sales office.
Questionnaire Survey: To collect information and data gathering two
particular questionnaire were designed for both dealers and household.
The questionnaires were designed with the combination of both open-
ended and close-ended questions.
Observation: My own observation was also used to collect necessary
information. During the interview with dealers, at the same time I
observed dealers’ activity, consumers who came to purchase paint and
shop condition.
1.6.7Survey period
Survey period for this research is 12 weeks.
1.7 Limitations of the study There were few limitations in the study due to some uncontrollable and
unavoidable factors as the report attempts to reflect the exact scenario.
Some of the limitations of the report are as follows:
The availability of adequate data was a major problem in making
the report.
There were a few questions which were tactfully avoided or not
exactly answered by the respondents.
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Berger Paints (BD) Ltd.
Sometimes the respondents were in rush, so they didn't want to
provide information willfully.
Time frame for the research was very limited.
Large scale research was not possible due to constraints and
restrictions posed by the organization.
To protect the organization’s confidentiality, some parts of the
report are not in depth.
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Berger Paints (BD) Ltd.
2.1 Background of the company 2.1.1 Berger Paints (BD) Ltd: An overview
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.
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.
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Berger Paints (BD) Ltd.
To give a comprehensive and sustainable painting solution to the need of
the industry, Berger has invested more on technology and Research &
Development (R & D) than any other manufacturer in this market. It
selects the raw materials from some of the best known names in the
world: MITSUI, MOBIL, DUPONT, HOECHST and BASF are a few to name.
The superior quality of Berger's products has been possible because of
support from its advanced plants and an international-standard of strict
quality.
Investment in technology and plant capacity is even more evident from
the new factory of Berger Paints Bangladesh Limited at Savar,Dhaka.
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
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.
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
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Berger Paints (BD) Ltd.
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.
2.1.2 Vision and Mission of the company
The vision and mission of Berger Paints Bangladesh Ltd. (BPBL) is very
transparent and tangible. Berger emphasize highly on the ethical
commitment to produce benchmark quality product. The vision and
mission statement of the company are:
2.1.2.1 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.
2.1.2.2 Mission
We shall increase our turnover by 100% in the next five years.
We shall remain socially committed ethical Company.
2.1.3 Berger’s Commitment
“To service, to customers, to paint traders and to our associates and
finally to the community in which we work.
OUR COMMITMENT to serve is not just a question of making the right
product and selling it, it is much more than that, it is an attitude of
mind, which permits every operation of the company, and distinguishes
it from its competitors. Our COMMITMENT encourages professionalism,
stimulates innovation and promotes team work”.
2.1.3.1 Berger’s Slogan
Berger: Trusted Worldwide
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Berger Paints (BD) Ltd.
2.1.4 Organization structure of the company
Managing Director
Director Director Director Manager (Sales & Marketing) Human Resource (Finance) (Operation)
General Manager General Manager Branch manager(Production)
Production Manager
Area sales manager
Asst. manager Manager Manager Manager Manager Officer Manager Sales officer Production Quality Control Maintenance Raw material Distribution System Administration
Distribution officer
Officer Officer Officer Officer Officer
Officer (Tinting production)
Officer (Home decor)
2.1.5 Quality Policy
We at Berger Paints Bangladesh Limited are committed to achieving
total consumer satisfaction.
We commit to project ourselves as an ethical and socially responsible
company.
We commit to continue as the market leader through consistent sales
growth, increasing productivity and developing new products befitting
consumer needs.
We shall ensure continual improvement in our operations through
utilization of our highly professional and dedicated team, proper process
management and participation of our stakeholders.
We shall set measurable targets at appropriate stages and shall
continuously monitor them.
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Berger Paints (BD) Ltd.
2.1.6 Area of Operation
Berger Paints operates in three broad segments of the paint industry.
2.1.6.1 Decorative Paint
• The objective is to beautify the surfaces with protection from corrosion
and erosion
• This business category mainly targets household segment
• Products are being offered to the consumers through a dealer network
• Products fulfill the aesthetic value of the consumers
• Major revenue earning business area of BPBL
2.1.6.2 Industrial
• Tailor made products to cater to the specific needs of customers
• Products give protection to the surfaces in extreme situations like
severe hazardous environment, high temperature, movement of heavy
materials and machinery etc.
• Direct marketing approach is being used to promote the Industrial
Coatings
• Main customer groups: Garments Factories, Chemical Plants, Fertilizer
Manufacturing Plants, Consumer Durable Manufacturing Plants etc.
2.1.6.3 Marine
• Products are being offered mainly through direct marketing approach.
• Dock Yards, Bangladesh Navy, Passenger Ships are the main user
groups.
• Market is mostly concentrated in Dhaka and Chittagong.
2.1.7 Berger Decorative Paints
2.1.7.1 Product range
►Robbialac Synthetic Enamel (RSE)
►Robbialac Acrylic Plastic Emulsion (APE)
►Luxury Silk Emulsion (LSE)
►Robbialac Synthetic Polyvinyl Distemper (SPD)
►Peacock Synthetic Distemper
►Jhilik Synthetic Enamel (JSE)
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Berger Paints (BD) Ltd.
►Parrot Synthetic Enamel
►Robbialac Weather Coat Smooth
►Tartaruga Textured Wall Finish
►Robbialac Plastron Alk.Resis.Sealer
►Robbialac Water Sealer
►Durocem
►Auto Coat Primer Surface
►Robbialac Wall Putty
►Robbialac Exterior Wall Putty
►Robbialac Anti Corrosive Red Oxide Primer
►Robbialac Aluminum paint
►Robbialac Synthetic Clear Varnish
►Robbialac Red Oxide Primer
►Robbialac Synthetic Red Lead Primer
►Flexible Roofing Compound
►Robbialac Silicone Water Repellent
►Robbialac Wood Keeper
►Aqua Safe
►Robbialac Damp Stop
►Robbialac Thinner T-6
►Robbialac Thinner T-3
2.1.8 Berger Industrial Paints
2.1.8.1 Product range
►Jensolin Thinner T-1
►Jensolin Thinner T-1 (Progoti)
►Jensolin Thinner T-2
►Jensolin Thinner T-3
►Jensolin Thinner T-4
►Jensolin Thinner T-6
►Jensolin Thinner T-7
►Jensolin Thinner T-8
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Berger Paints (BD) Ltd.
►Jensolin Thinner T-11
►Jensolin Washing Thinner
►Jensolin Thinner T-C
►Jensolin Mixing Thinner
►Jensolin Industrial Undercoat
►Jensolin Red Oxide Primer
►Jensolin Zinc Chromate Primer
►Jensolin Aluminum Paint
►Jensolin High Heat Resisting Paint
►Jensolin Bituminous Black Paint
►Jensolin Industrial Enamel
►Berger Industrial Enamel
►Jensolin Hymeg Insulating Varnish Black
►Jensolin Paint Remover
►Jensolin Air Drying Phosphate Primer
►Jensolin R.C Varnish
►Jensolin Drum Paint
►Jensolin Stoving Enamel
►Berger Stoving Enamel
►Jensolin Stoving Primer Surface
►Jensolin Stoving Red Oxide Primer
►Jensolin Stoving Undercoat
►Jensolin Q/D Emnamel
►Jensolin Cycle Stoving Enamel Black Finish
►Jensolin Cycle Stoving Undercoat Black
►Jensolin Heat Resisting Chimney Black
►Jensolin Apexior Boiler Composition No.1
►Jensolin Apexior Boiler Composition No.3
►Jensolin Stoving Clear Lacquer
►Jensolin Wash Primer
►Jensolin Catalyst for Wash Primer
►Jensolin Chlorinated Rubber Paint
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Berger Paints (BD) Ltd.
►Jensolin Chlorinated Rubber Primer
►Berger Chlorubber Paints
►Jensolin Tower Finish
►Jensolin Road Marking Paint
►Jensolin High Building Runway Marking Paint
►Jensolin Swimming Pool Paint
►Jensolin Tennis Court Finishing
►Jensolin Tennis Court Primer
►Jensolin Epoxy Jointing Compound
►Jensolin Epilux-4 Epoxy Primer
►Jensolin Epilux-4 Epoxy Enamel
►Jensolin Epilux-5 Coaltar Epoxy
►Jensolin Epilux Flooring Compound
►Berger Epoxy Enamel
►Jensolin Polyurethane Paint
►Berger Industrial Red Lead Primer
►Berger Industrial Anti Corrosive Red Oxide Primer
►Jensolin Anti Fungus Solution
►Jensolin Degreasing Compound
►Jensolin Bison All Purpose Primer
►Jensolin Synthetic Clear Varnish
2.1.9 Berger Marine Paints
2.1.9.1 Product range
►Seaborne Thinner T-1
►Seaborne Thinner T-2
►Seaborne Thinner T-6
►Seaborne Thinner T-7
►Seaborne Thinner T-8
►Berger Marine Epoxy Thinner
►Seaborne High Gloss Enamel
►Seaborne White Undercoat
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Berger Paints (BD) Ltd.
►Seaborne Aluminum Paint
►Seaborne Bituminous Black Paint
►Seaborne Red Oxide Primer
►Seaborne Red Lead Primer
►Seaborne Zinc Chromate Primer
►Seaborne Anti Corrosive Black & Red
►Seaborne Antifouling Red
►Seaborne Boot Topping All Colors
►Seaborne Topside Paint
►Seaborne Deck Paint
►Seaborne Metallic Protective Bronze & Brown
►Seaborne Rust Remover
►Seaborne Paint Remover
►Seaborne Heat Resisting Chimney Black
►Seaborne Epilux 4 Epoxy Enamel
►Seaborne Epilux 5 Coaltar Epoxy
►Berger Marine Enamel
►Berger Marine Anti Corrosive Red Oxide
►Berger Marine Red Lead Primer
►Berger Marine Red Oxide Primer
2.1.10 Berger Color Bank
Berger Color Bank introduces the consumer to the global way to paint
with an unlimited choice of shades to match their taste-instantly. The
shade cards in Berger Color Bank stores are merely indicative of the
amazing choice; Berger Color Bank can give the consumers. The rest is
up to consumers’ imagination and their fingertips. Every Berger Color
Bank stores has a computerized color tinting machine to help the
consumers choose and take home their own shades from Berger’s world
class range of paints. Availability of consumers’ chosen shades is always
ensured as the paint is created and dispensed by the machine before
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Berger Paints (BD) Ltd.
their very own eyes. What's more, as consumers see the shades of their
choice on the screen, it also suggests three other colors to match it.
Today thousands of satisfied customers swear by Berger Color Bank,
resulting in the installation of numbers of tinting machines in Berger
Color Bank stores across the country.
2.1.10.1 Berger’s access to world class quality
Berger Color Bank uses superior imported colorants and the world
renowned tinting technology of Italtinto, Italy. All these assure the
consumers a paint quality which is world class.
2.1.10.2 Match and compare endless color combination
Berger Color Bank has unique Tint vision software which allows the
consumers to see infinite color combinations on the screen of the
computer. If the consumer so desire, they can mix, match and create
own shades as well.
2.1.10.3 Color Bank Product
Products of Color Bank includes:
►Robbialac Plastic Emulsion Classic
►Robbialac SPD Super
►Weather Coat Smooth Classic
►Weather Coat Long Life
►Robbialac Synthetic Enamel Gold
►Luxury Silk Splendor
►Robbialac Easy Clean
►Robbialac Pearl Luster Finish
►Wood keeper Finesse
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Berger Paints (BD) Ltd.
2.1.11 Marketing Mix of Berger Paints
2.1.11.1 Market Segmentation
For segmenting total paint market, Berger uses more than one basis.
Initially, total business of the Co. is segmented on the basis of customer
types. Berger segments total market as Decorative, Industrial & Marine.
Then, Decorative group is further segmented on the basis of surface
types- wooden, metal & concrete. Again, sub-class of the total paint
market is sliced on the basis of Internal & External surface category. At
the last step, price segmentation is used to create a number of small
niches– Premium, Regular & Economy- in the market.
2.1.11.2 Product
Berger is committed to offer quality products that satisfy consumers’
ultimate desires from paints with the help of state-of–art technology.
Berger always believes in one step ahead in offering new product to
create more value for customers’ money. Berger outsmarts other
competitors of the market through its one step in advance policy and
innovative market offers. Berger is trying to fill up all holes of the
market through offering a wide range of products to meet the needs
(Premium to Economy Paints) of different types of users and to solve the
different types of functional requirements (Industrial, Decorative &
Marine). Berger Bangladesh offers approximately 600 SKU including
variations within basic product groups. Due to shift in market growth
trends Berger is trying to establish itself in the economy segment of the
paint market.
2.1.11.3 Price
Generally Berger follows cost based pricing method. After calculation of
the total manufacturing cost (Direct & Indirect RM cost, Direct & Indirect
Labor cost and Manufacturing overhead cost) and adds 20% GP to get
the price point of the product. But this is not the rule of thumb in pricing
the Berger products. Competitor based pricing policy is also followed as
well because of the increased competition in the paint market.
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Berger Paints (BD) Ltd.
2.1.11.4 Place/Distribution
Berger follows the direct distribution policy to make the paints available
in the market. Berger distributes paints through its own sales force.
Distribution activities of Berger in all over Bangladesh are covered by 7
(Seven) strategic depots. The distribution channel covers:
Distribution Channel
2.1.11.5 Promotion
Product promotion is very much important for a company to introduce
the product to the target customer. Now a day most of the companies
are using various promotional tools to let the consumers know about
their product. Like other organization Berger is also taking up the help of
various promotional tools. Berger has a variety of product. Though
Berger is a leading multinational company and it has a very good brand
image, Berger is doing their product campaign through different media,
promotional tools. Right now Berger is using Television ads to make the
consumers about their products. Besides this Berger uses billboards,
product leaflets, brochures to reach their products to the consumers.
Moreover, Berger is also doing various trade promotional tools to
promote their dealers. Not only that, Berger takes part in different fair,
maintaining sponsorship, arranging different creativity competition to
increase their public relation and publicity.
Factory
End users District sales depot
Dealers
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Berger Paints (BD) Ltd.
3.1 Sales Promotion Sales promotion, a key factor in marketing campaigns, consists of a
diverse collection of incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products or services by
consumers or the trade."
Advertising offers a reason to buy whereas sales promotion offers an
incentive to buy. Sales promotion includes tools for consumer promotion
as well as trade promotion. These tools are used by most organizations,
including nonprofit organizations. Churches, for example, often sponsor
bingo games, theater parties, testimonial dinners, and raffles.
A decade ago, the advertising-to-sales-promotion ratio was about 60:40.
Today, in many consumer packaged-goods companies, sales promotion
accounts for 65 to 75 percent of the combined budget. Sales-promotion
expenditures have been increasing as a percentage of budget expenditure
annually for the last two decades. Several factors contribute to this rapid
growth, particularly in consumer markets:
• Promotion is now more accepted by top management as an
effective sales tool.
• More product managers are qualified to use sales-promotion tools
and are under greater pressure to increase current sales.
• The number of brands has increased.
• Competitors use promotions frequently.
• Many brands are seen as similar and consumers are more price-
oriented.
• The trade has demanded more deals from manufacturers.
• Advertising efficiency has declined because of rising costs, media
clutter, and legal restraints.
The rapid growth of sales-promotion media has created clatter similar to
advertising clutter. Manufacturers have to find ways to rise above the
clutter---for instance, by offering larger coupon-redemption values or
using more dramatic point-of-purchase displays or demonstrations.
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Berger Paints (BD) Ltd.
3.1.1 Purpose of Sales Promotion
Sales-promotion tools vary in their specific objectives. A free sample
stimulates consumer trial, whereas a free management-advisory service
alms at cementing a long-term relationship with a retailer. Sales promotion
is used to avail following factors:
• Immediate purchases
• Increase trial
• Boost consumer inventory
• Encourage repurchase
• Increase ad effectiveness
• Encourage brand switching
• Encourage brand loyalty
Sellers use incentive-type promotions to attract new triers, to reward
loyal customers, and to increase the repurchase rates of occasional users.
Sales promotions often attract brand switchers, who are primarily looking
for low price, good value, or premiums. Sales promotions are unlikely to
turn them into loyal users. Sales promotions used in markets of high brand
similarity produce a high sales response in the short run but little
permanent gain in market share. In markets of high brand dissimilarity,
sales promotions can alter market shares permanently.
Sales promotions enable manufacturers to adjust to short-term
variations in supply and demand. They enable manufacturers to test how
high a list price they can charge, because they can always discount it.
They induce consumers to try new products instead of never straying
from current ones. They lead to more varied retail formats, such as the
everyday-low-price store and the promotional-pricing store. They promote
greater consumer awareness of prices. They permit manufacturers to sell
more than they would normally sell at the list price. They help the
manufacturer adapt programs to different consumer segments.
Consumers themselves enjoy some satisfaction from being smart
shoppers when they take advantage of price specials.
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Berger Paints (BD) Ltd.
3.1.2 Major decisions in sales Promotion
In using sales promotion, a company must establish its objectives, select
the tools, develop the program, pretest the program, implement and
control it, and evaluate the results.
3.1.2.1 ESTABLISHING OBJECTIVES
Sales-promotion objectives are derived from broader promotion
objectives, which are derived from more basic marketing objectives
developed for the product. For consumers, objectives include encouraging
purchase of larger- sized units, building trial among nonusers, and
attracting switchers away from competitors' brands. For retailers,
objectives include persuading retailers to carry new items and higher
levels of inventory, encouraging off-season buying, encouraging stocking
of related items, offsetting competitive promotions, building brand
loyalty, and gaining entry into new retail outlets. For the sales force,
objectives include encouraging support of a new product or model,
encouraging more prospecting and stimulating off-season sales.'
3.1.2.2 Objective of Sales Promotion
Type of Buyer Desired Results Sales Promotion
Examples Loyal Customers
• Reinforce behavior • Increase
consumption • Change timing
• Loyalty marketing • Bonus packs
Competitor’s Customers
• Break loyalty • Persuade to
switch
• Sampling • Sweepstakes,
contests, premiums
Brand Switchers
• Persuade to buy your brand more often
• Price-lowering promotion
• Trade deals
Price Buyers
• Appeal with low prices
• Supply added value
• Coupons, price-off packages, refunds
• Trade deals
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Berger Paints (BD) Ltd.
3.1.2.3 SELECTING CONSUMER-PROMOTION TOOLS
The promotion planner should take into account the type of market,
sales-promotion objectives, competitive conditions, and each tool's cost-
effectiveness.
Sales promotion seems most effective when used together with
advertising. In one study, a price promotion alone produced only a 15
percent increase in sales volume. When combined with feature
advertising, sales volume increased 19 percent; when combined with
feature advertising and a point-of-purchase display, sales volume
increased 24 percent."
3.1.2.3.1 Tools for consumer sales promotion
Coupon
A certificate that entitles consumers to an
immediate price reduction.
Rebate
A cash refund given for the
purchase of a product during
a specific product.
Premium
An extra item offered to the consumer, usually in
exchange
for some proof of purchase.
Loyalty
Marketing
Program
A promotional program designed
to build long-term, mutually beneficial
relationships between
a company and key customers.
Frequent
Buyer
Program
A loyalty program in which loyal consumers are
rewarded for
making multiple purchases.
Contest
Promotions that require skill or ability to compete
for prizes.
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Berger Paints (BD) Ltd.
Sweepstakes
Promotions that depend on
chance or luck, with
free participation.
Sampling
A promotional program that allows the consumer
the opportunity to try a product or service for
free. Methods of sampling are direct mail, door to
door delivery, packaging with another product,
retail store demonstration.
Point of purchase POP displays and demonstrations take place at
the point-of-purchase or sale. The goals of PoP
displays are build traffic, advertise the product,
and induce impulse buying.
3.1.2.4 SELECTING TRADE-PROMOTION TOOLS
Manufacturers use a number of trade promotion tools surprisingly, a
higher proportion of the promotion pie is devoted to trade-promotion
tool (46.9 percent) than to consumer promotion (27.9 percent), with
media advertising capturing the remaining 25.2 percent. Manufacturers
award money to the trade:
(1) To persuade the retailer or wholesaler to carry the brand
(2) To persuade the retailer or wholesaler to carry more units than the
normal amount
(3) To induce retailers to promote the brand by featuring, display, and
price reductions; and
(4) To stimulate retailers and their sales clerks to push the product.
The growing power of large retailers has increased their ability to
demand trade promotion at the expense of consumer promotion and
advertising. These retailers depend on promotion money from the
manufacturers. No manufacturer could unilaterally stop offering
trade allowances without losing retailer support. The company's
sales force and its brand managers are often at odds over trade
promotion. The sales force says that the local retailers will not
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Berger Paints (BD) Ltd.
keep the company's products on the shelf unless they receive
more trade-promotion money, whereas the brand managers
want to spend the limited funds on consumer promotion and
advertising. Manufacturers face several challenges in
managing trade promotions. First, they often find it difficult
to police retailers to make sure they are doing what they agreed to
do. Manufacturers are increasingly insisting on proof of performance
before paying any allowances. Second, more retailers are doing
forward buying-that is, buying a greater quantity during the deal
period than they can sell during the deal period. Retailers
might respond to a 10-percent-off-case allowance by buying a
12-week or longer supply. The manufacturer has to schedule
more production than planned and bear the costs of extra work
shifts and overtime. Third, retailers are doing more diverting,
buying more cases than needed in a region in which the
manufacturer offered a deal, and shipping the surplus to their
stores in nondeal regions. Manufacturers are trying to handle
forward buying and diverting by limiting the amount they will
sell at a discount, or producing and delivering less than the full
order in an effort to smooth production.
3.1.2.4.1 Tools for trade sales promotion
Trade Allowances: An amount offered in return for the retailer's
agreeing to feature the manufacturer's ' products in some way. An
advertising allowance compensates retailers for advertising the
manufacturer's product. A display allowance compensates them for carrying
a special product display.
Push Money: Offering allowances based on performance by the
company. This offering is for intermediaries to promote a particular
product or to increase sales of the product or it might be to introduce the
product to the consumers.
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Berger Paints (BD) Ltd.
Training: Training program arranged by company for the traders to
understand about products, company policy etc.
Free Merchandise: Offers of extra cases of merchandise to
intermediaries who buy a certain quantity or who feature a certain flavor
or size.
Conventions & Trade Shows: Industry associations organize annual
trade shows and conventions. Business marketers may spend as much
as 35 percent of their annual promotion budget on trade shows. Over
5,600 trade shows take place every year, drawing approximately 80
million attendees. Trade show attendance can range from a few
thousand people to over 70,000 for large shows held by the restaurant
or hotel-motel industries. Participating vendors expect several benefits,
including generating new sales leads, maintaining customer contacts,
introducing new products, meeting new customers, selling more to
present customers, and educating customers with publications, videos,
and other audiovisual materials.
3.1.2.4.2 The Role of Trade Sales Promotion
1. Gain new distributors
2. Obtain support for consumer sales promotions
3. Build or reduce dealer inventories
4. Improve trade relations
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Berger Paints (BD) Ltd.
3.2 Public Relations Not only must the company relate constructively to customers,
suppliers, and dealers, but it must also relate to a large number of
interested publics. A public is any group that has an actual or potential
interest in or impact on a company's ability to achieve its objectives.
Public relations (PR) involve a variety of programs designed to promote
or protect a company's image or its individual products.
Public relations have often been treated as a minor element in the
promotion mix, but the wise company takes concrete steps to manage
successful relations with its key publics. Most companies have a public-
relations department that monitors the attitudes of the organization's
publics and distributes information and communications to build goodwill.
The best PR departments spend time counseling top management to
adopt positive programs and to eliminate questionable practices so that
negative publicity does not arise in the first place. They perform the
following five functions:
1. Press relations: Presenting news and information about the organization in
the most positive light
2. Product publicity: Sponsoring efforts to publicize specific products.
3. Corporate communication: Promoting understanding of the organization
through internal and external communications.
4. Lobbying: Dealing with legislators and government officials to promote or
defeat legislation and regulation.
5. Counseling: Advising management about public issues and company
positions and image during good times and crises.
3.2.1 Marketing public relations
Marketing managers and PR specialists do not always talk the same
language. Marketing managers are much more bottom-line-oriented,
whereas PR practitioners see their job as preparing and disseminating
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Berger Paints (BD) Ltd.
communications; but these differences are disappearing. Many
companies are turning to marketing public relations (MPR) to directly
support corporate or product promotion and image making. MPR, like
financial PR and community PR, serves a special constituency,
namely, the marketing department."
The old name for MPR was publicity, which was seen as the task of
securing editorial space-as opposed to paid space-in print and
broadcast media to promote or "hype" a product, service, idea, place,
person, or organization. However, MPR goes beyond simple publicity and
plays an important role in the following tasks:
1. Assisting in the launch of new products.
2. Assisting in repositioning a mature product.
3. Building interest in a product category.
4. Influencing specific target groups.
5. Defending products that have encountered public problems.
6. Building the corporate image in a way that reflects favorably on its
products.
3.2.2 Tools for Marketing Public Relation
• Publications: Companies rely extensively on published materials to
reach and influence their target markets. These include annual
reports, brochures, articles, company newsletters and magazines and
audiovisual materials.
• Events: Companies can draw attention to new products or other
company activities by arranging special events like news conferences,
seminars, outings, trade shows, exhibits, contests and competitions
and anniversaries that will reach the target publics.
• Sponsorships: Companies can promote their brand and corporate
name by sponsoring sport and cultural events and highly regarded
causes.
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Berger Paints (BD) Ltd.
• News: One of the major tasks of PR professionals is to find out or
create favorable news about the company, its product and its people
and get the media to accept press releases and attend press
conferences.
• Speeches: Increasingly, company executives must field questions
from the media or give talks at trade associations or sales meetings
and these appearances can build the company’s image.
• Public Service Activities: Companies can build goodwill by contributing
money and time to good causes.
• Identity media: Companies need a visual identity that public
immediately recognizes. The visual identity is carried by company
logos, stationery, brochures, signs, business forms, business cards,
buildings, uniforms and dress codes.
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Berger Paints (BD) Ltd.
4.1 Objective 1: Newly launched selected products of Berger paints (Bangladesh) Ltd.
Berger has introduced some new products in the market. Berger wants
to see these products to turn into a successful brand to the customer.
Under my research study the first objective is concerned to understand
these products. These products are:
• Robbialac Easy Clean
• Weather Coat long life
• Robbialac Exterior Wall Putty
• Robbialac Wall Putty(Interior)
After reviewing the company brochure, product leaflets, talking with
company personnel as well as talking with dealers I came to know
following information about each product.
4.1.1 Robbialac Easy Clean
Berger Paints (BD) LTD launched Robbialac Easy Clean on October 1,
2005, with a slogan ‘Wipe all you like. Your walls will always smile’
in the decorative segment. Robbialac Easy Clean is an exceptionally
washable premium quality super Acrylic Emulsion for interior surfaces.
Easy Clean takes out the pain of cleaning walls since no stain is strong
enough before Easy Clean, the first of its kind in Bangladesh. Easy Clean
is a color bank product.
4.1.1.1 Benefits of using Robbialac Easy Clean
Unexpected occurs anytime anywhere even with a little splash with the
walls, we cannot avoid them because it’s part of life. But one doesn’t
need to worry if walls are dressed in Easy Clean, said company
personnel. Dealers are also said, Easy Clean is a 100% washable. Any
kind of dust such as pencil mark, color pencil mark, lip stick mark,
normal dirt/shoe dirt, sauce/Soya sauce, oil mark can be removed if
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Berger Paints (BD) Ltd.
walls are painted by Easy Clean, just use clean cloth and rub gently with
plain water or sometimes soap solution and thinner.
4.1.1.2 How to use Robbialac Easy Clean
Preparation of surface is a must before using this paint. Use a putty
knife/ coarse sand paper to properly remove all types of loose/ sticky
materials/ dirt/ old paints from the surface and make it absolutely dust
free. Using of wall putty is must to cover fine cracks and uneven
surfaces and transforms it into smooth and strong surface.
4.1.1.3 Application of this paint
• Surfaces to be painted: Easy Clean is suitable for all smooth
plastered surfaces and designed brickwork, wooden surfaces,
plywood, asbestos cement sheets and soft boards etc.
• Methods of application: Brush or roller
4.1.1.4 Product Data
• Viscosity: 100-105 KU a semi- liquid paint
• Available shades: As per shade card and in 165 color bank
shades
• Packs available: .91 Ltr, 3.64 Ltr and 18.2 Ltr.
• Finish: Smooth and silky
• Covering capacity: 250-300 sft. on primed or painted surface;
200-250 sft. on bare surface per litre per coat, depending on the
surface and the shade.
• Durability: Minimum 4-5 years.
• Price:
Base Pack Size Tk [MRP] W0 .91 Ltr
3.64 Ltr 250 935
W1 .91 Ltr 3.64 Ltr
225 835
N .91 Ltr 3.64 Ltr
216 785
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Berger Paints (BD) Ltd.
The prices given above are only the price of base color (White), not the
shades. By mixing Colorant with these bases one can get desired shade
and the price varies shade to shade.
Though Easy Clean is a 100% washable, dust free paint some negative
remarks I have found out when I talked to the dealers. They said, the
price of the product is higher than any other plastic paint such as
Robbialac Acrylic Plastic Emulsion [APE], Luxury Silk Emulsion [LSE].
Robbialac Easy Clean can only be available in the color bank outlets
where as APE and LSE are regular product and can be found in color
bank as well. When a customer comes to buy Easy Clean product, they
not only pay for the base color (White) but also pay for colorant
(Chemical mixed with base color to get desired shades), this is the
reason which increase the price of the product. Dealers are also said;
sometimes base colors are not available for color bank. When I asked
the dealers about the demand of the Easy Clean, they said demand is
good and this paint is for higher income people who can pay more where
as APE is an economy product in plastic paint category. On the other
hand LSE is a bit higher priced product than APE.
4.1.2 Robbialac Wall Putty
Berger Paints brought Robbialac Wall Putty (Interior) - a ready made,
water based putty formulated with special Acrylic resin. Other than this
special Acrylic Resin, various other raw materials are being used to
produce this Wall Putty. After sourcing out from local and international
sources, these ingredients are only used when they meet the standards
of the R&D. State of the art production facilities are used in the
production of Robbialac Wall Putty and unique care is taken in all stages
of the production process to maintain the superb quality. Not only that,
all the produced batches carefully tested before packaging and releasing
to market.
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Berger Paints (BD) Ltd.
As we know, using of wall putty is essential before final paint, consumers
use painters hand made traditional wall putty. But Berger personnel say
there are difference between Robb Wall Putty and traditional putty. In
traditional wall putty, painters have to mix various materials to prepare
it, in spite of all efforts it is less durable and has very less binding
property. Moreover, as the finish is worse than Robb Wall Putty, it
requires more final paint consumption. In addition to this, this wall putty
does not resist moisture of wall and ultimate costs goes higher as it has
shorter life span. When I talked with the dealers, they also said quality
of the Robb Wall Putty is better than traditional wall putty and painters
prefer this wall putty as well. Now people look for ready made Robb Wall
Putty. However, still consumers use traditional wall putty when the area
of uneven surfaces is very little.
4.1.2.1 Benefits of using Robbialac Wall Putty
Robbialac Wall Putty comes as a ready made form. There is no need to
add water or any other solvent to prepare for use. One can use it just
opening the container. The primary purpose of this hassle free Wall Putty
is to cover fine cracks and uneven surfaces and transform it into smooth
ant strong surfaces for future paint application. By using this putty on
cement, plaster and concrete wall one can get superior glaze, accurate
shade that is desired and also can lower down painting cost by reducing
the paint consumption by the surface.
4.1.2.2 How to use Robbialac Wall Putty
Preparation of surface is a must before using this putty. Use a putty
knife/ coarse sand paper to properly remove all types of loose/ sticky
materials/ dirt/ old paints from the surface and make it absolutely dust
free.
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Berger Paints (BD) Ltd.
4.1.2.3 Application of Robbialac Wall Putty
• Robbialac Wall Putty can be used on cement plastered or concrete
surface.
• Can be used as filling material to cover uneven surfaces.
4.1.2.4 Methods of application: Use putty knife
4.1.2.5 Precautions
• Robbialac Wall Putty does not contain any toxic material.
• Its contact with skin is harmless.
• Use sufficient amount of clean water to clean eyes or mouth. In
case of any contact.
4.1.2.6 Storage
• Store the Robbialac Wall Putty containers in a dry place.
• The containers should be kept away from excessive heat.
• Keep out of reach from children.
4.1.2.7 Traits of Robbialac Wall Putty
• Usability: Robb. Wall Putty is offered in ready to use format. No
need of mixing anything with it.
• Binding composition: This contains special Acrylic Resin which
gives it a very good binding property.
• Durability: It is more durable than traditional hand made putty.
• Coverage area: Covers more surface area- 35sft/Kg/coat.
• Consumption of paint: Requires less paint as finish coat.
• Finish: Better appearance due to smooth finish.
• Water resistance: Resist the moisture of wall up to certain
extent.
• Cost: Ultimate cost is less due to long life span, more coverage of
paint.
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Berger Paints (BD) Ltd.
• Consistency: Always consistent in ensuring best quality for the
strict quality control measures.
4.1.2.8 Product Data
• Viscosity: Thick Paste
• Available shades: White
• Packs available: 5 Kg, 25 Kg
• Finish: Smooth finish
• Covering capacity: 35 sft/Kg/coat+_5 sft
• Drying time: 1st coat: 6 hours
2nd coat: 24 hours
• Shelf life: 3 months
• Price:
Pack Size Tk [MRP]
5 Kg 310.00
25 Kg 1440.00
4.1.3 Robbialac Exterior Wall Putty
Berger Paints introduced Robbialac Exterior Wall Putty - water based
putty formulated especially and appropriate for outside wall. Various raw
materials are being used to produce this Wall Putty. After sourcing out
from local and international sources, these ingredients are only used
when they meet the standards of the R&D. State of the art production
facilities are used in the production of Robbialac Exterior Wall Putty and
unique care is taken in all stages of the production process to maintain
the excellent quality. Not only that, all the produced batches carefully
tested before packaging and releasing to market.
4.1.3.1 Benefits of using Robbialac Exterior Wall Putty
Robbialac Exterior Wall Putty comes as a powder form. There is a need
to add water to make paste before use. Robbialac Exterior Wall Putty
should be used when it becomes paste. The primary purpose of this
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Berger Paints (BD) Ltd.
Exterior Wall Putty is to cover fine cracks and rough surfaces and
transform it into smooth ant strong surfaces for future paint application.
By using this putty on cement, plaster and concrete wall one can get
superior glaze, accurate shade that is desired and also can lower down
painting cost by reducing the paint consumption by the surface.
4.1.3.2 How to use Robbialac Exterior Wall Putty
Robbialac Exterior Wall Putty can be used on cement plastered or
concrete wall directly. But Preparation of surface is a must before using
this putty. Use a putty knife/ coarse sand paper to properly remove all
types of loose/ sticky materials/ dirt/ old paints from the surface and
make it absolutely dust free.
4.1.3.3 Application of Robbialac Exterior Wall Putty
• Robbialac Exterior Wall Putty can be used on cement plastered or
concrete surface.
• Can be used as filling material to cover rough surfaces.
4.1.3.4 Methods of application: Use putty knife
4.1.3.5 Precautions
• Robbialac Exterior Wall Putty does not contain any toxic material.
• Its contact with skin is harmless.
• Use sufficient amount of clean water to clean eyes or mouth. In
case of any contact.
4.1.3.6 Storage
• Store the Robbialac Exterior Wall Putty containers in a dry place.
• The containers should be kept away from excessive heat.
• Keep out of reach from children.
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Berger Paints (BD) Ltd.
4.1.3.7 Product Data
• Water requirement: 45-50% water required to make paste
• Viscosity: Thick Paste
• Available shades: White
• Packs available: 15 Kg, 30 Kg
• Finish: Smooth finish
• Covering capacity: More than 25 sft/Kg/2coat
• Drying time: 1st coat: 3 hours
2nd coat: 24 hours
• Shelf life: 9 months
• Price:
Pack Size Tk [MRP]
15 Kg 1071.00
30 Kg 1995.00
Based on company personnel and dealers, the difference between Robb
Wall Putty {Interior} and Robb Exterior Wall Putty, one is for inside the
home and another for outside surface. When I asked the dealers about
the demand of both type of wall putty, they noticed that Robb Exterior
Wall Putty is less demandable than interior one. The reason they
described, consumers don’t bother about exterior surface. Consumers
paint outside wall may be once in 7-8 years or may be more than that. If
there is any need of wall putty for exterior surface they simply use the
traditional wall putty to minimize the cost or sometime directly go for
final paint without using any putty.
4.1.4 Weather Coat Long Life
Weather Coat Long Life is an Elastomeric paint that keeps time waiting.
This paint is produced specially for exterior use and is extremely fit with
rough environment. Other than any paint Weather Coat Long Life is
stronger for exterior surface. This Anti-Fungal Exterior finish is the look
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Berger Paints (BD) Ltd.
of luxury in the face of tropical weather. Exceptional elegance married to
exceptional durability. Torrential rain, hard sun, fungus- Weather Coat
Long Life stays ever new. This provides a tough coating whose
Elastomeric formula will protect the house and its exterior from fungal
attacks and bad weather. A superior quality pure Elastomeric emulsion,
its colorfast pigments retain their looks for years. Luxury that masters
time.
Weather Coat Long Life is a line extension of Berger’s Weather Coat
Smooth. Weather Coat Smooth is available as regular product where as
Weather Coat Long Life is only available at color bank outlet. When I
asked the company personnel, why Berger went for line extension? They
replied, based on market research it is found that Elite’s Master Coat is
getting more preference in the market then Berger’s weather coating
due to its deep shade and high viscosity. After that Berger came up with
a new line of product ‘Weather Coat Long Life’ with new technology as
well as 7 years official warranty to challenge ‘Master Coat’. To know
more about this I talked to dealers. They said Master Coat is more
demandable not only for its deep based color and thickness but also for
its good quality, glossy finish and painters prefer this paint as well. They
also said this paint is so thick that only one coat is enough to cover the
surface where as Berger has light shade and matt finish. Though the
price of Master Coat is higher than Berger Weather Coat, consumers still
prefer it. However, Berger is trying to replace Master Coat’s market
position with their new product. But dealers say that this new paint could
not get the market preference. They said compare to Weather Coat Long
Life, Weather Coat Smooth is running very well. The reasons behind
that, consumers are not aware of it and price is also higher than
Weather Coat Smooth as it is color bank product.
The ways- Weather Coat Long Life keeps house’s exterior smooth,
shining and strong.
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Berger Paints (BD) Ltd.
4.1.4.1 High-build coating, Impervious to heavy wind-driven rain
An exceptional coating that can stand up to heavy wind- driven rain.
Weather Coat Long Life not only protects exteriors far better but also
protects brick and beneath the paint film.
4.1.4.2 Adheres totally Flexes to bridge hairline cracks
Weather Coat Long Life has greater adhesive power than other exterior
paints; combined with the flexibility to ‘move’ with structural contraction
and expansion- bridging hairline cracks which other exterior paints
cannot cope with.
4.1.4.3 Resists Blackening, fungus, algae and dust
Weather Coat Long Life is reinforced with powerful fungicides and
biocides which resist fungus, algae, dust and other such ‘blackening’
agents that mar normal exterior emulsions and cement paints.
4.1.4.4 Elastomeric technology in smart modern colors
An emulsion based paint; Weather Coat Long Life is available in a
spectrum of smart shades based on high quality fade resistant pigments
which retain their original colors with freshness, for year.
4.1.4.5 One way barrier, Fight Carbonation/Sulphonation
Weather Coat Long Life resin function raises the osmotic pressure of
trapped moisture beneath the paint film, till it is greater than the outside
atmospheric pressure. By exerting greater outward osmotic pressure,
Weather Coat Long Life ‘breathes out’ trapped moisture, through the
paint film into the atmosphere, and thus protects brick and concrete
from carbonation and sulphonation.
4.1.4.6 Remarkable uniqueness of Weather Coat Long Life
• Elastomeric emulsion
• Remove extremely pointed crack
• Resist the crack due to structural contraction and expansion in
variation with temperature
• Always shining due to affluence of emulsion
• Resist fungus, algae, dust and other blackening marks
• Long Life
• Washable
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Berger Paints (BD) Ltd.
4.1.4.7 Application of this paint
• Surfaces to be painted: All brick, concrete and plastered surface.
• Methods of application: Brush, Roller or Spray
4.1.4.8 Product Data
Viscosity: 105-110 KU at- 30 degree Centigrade
Available shades: As per color bank shades
Packs available: 1 Ltr, 3.64 Ltr and 18.2 Ltr.
Finish: Matt
Covering capacity: 230-250 sft. on plastron sealer; 140-160 sft. on
bare surface per Ltr per coat, depending on the surface.
Durability: 7 years official warranty
Price:
Base Pack Size Tk [MRP]
W0 .91 Ltr 3.64 Ltr 18.2 Ltr
280.00 985.00 4600.00
W1 .91 Ltr 3.64 Ltr 18.2 Ltr
270.00 985.00 4650.00
N .91 Ltr 3.64 Ltr 18.2 Ltr
260.00 990.00 4600.00
The prices given above are only the price of base color (White), not the
shades. By mixing Colorant with these bases one can get desired shades
and the price varies shade to shade.
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Berger Paints (BD) Ltd.
4.2 Objective 2: Promotion/Communication Mix of Berger Paints (BD) Ltd. Berger is a leading multinational paint company. It has very strong
corporate management. Every kind of decision in terms of new product
development, marketing aspects, new dealers’ approval, hiring new
personnel, opening new color bank outlet etc, in short all sorts of
decision comes from top management. In spite of very good and strong
management Berger has lacking in building some newly launched
product as Brand for their customer. Based on my research I have
observed that currently Berger does not have any promotional strategies
for its end users rather only doing trade promotions. In fact Berger does
not have any TV advertisement for its newly launched products such as
Weather Coat Long Life, Robbialac Wall Putty [Interior], Robbialac
Exterior Wall Putty. When I interviewed the dealers they said that most
consumers are not aware of these products. Berger needs to come up
with TV ads to let the consumers know about the products. Moreover,
Berger has to concentrate on consumer promotional activities. Let’s
take a look at Berger’s promotional tools:
4.2.1 Electronic media: Paints of Berger are promoted in the market
through electronic media mainly in BTV and Cable Channels such as N
TV, Channel I, Channel 1, R TV, Bangla Vision etc. Through these ads
not only the overall Berger products are offered but also the individual
brands are promoted. Right now Berger is trying to promote their newly
launched product such as Robbialac Easy Clean to make it a successful
individual brands through TV ads.
4.2.2 Print Media: During daytime mostly in the office market
potentials have little opportunity to go through the electronic media.
Rather, they are used to go through the newspapers, magazines and
other periodical publications. So, Berger has taken the initiatives to
attract people’s attention through print media to some extent. Moreover,
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Berger Paints (BD) Ltd.
brochures, shade cards and other paint related information in printed
form are delivered to the dealers, potential customers, painters and
other targeted potentials to make them interested /more interested
toward Berger products.
4.2.3 Billboard: Berger efforts also move to grasp the potentials’
attention and to increase the frequency of exposure toward Berger
products while they are on the way to their destinations. To promote
Weather Coat Long Life as a successful brand towards consumer Berger
is now using big billboard.
4.2.4 Leaflet: Berger publishes leaflets of various products to let the
consumers know about the product characteristics as well as uses.
4.2.5 Sales Promotion
Berger offers different types of incentives for consumers and traders of
the paint market. Trade promotion occurs more frequently than
consumer promotion due to success in this market highly depends on
the traders involved channeling the paints from producers to consumers.
Traders are highly influential in the market because of long purchase
cycle time (app. 3 years) of paints, technical aspects of the paints & etc.
Shop boys are also included within the discursion of traders. Moreover,
painters, end user of paint play important roles in purchase decision of
the paint. So, Berger offers incentive to create a favorable attitude
towards the paints of Berger. Incentives offered to different groups that
have impact on paint purchase decision by Berger to stimulate sales are
discussed below:
4.2.5.1 Consumer promotion tools used by Berger
Consumer promotion is very much important to make the consumers
attracted towards a product. Various kinds of promotion can boost up
sales of a particular product. These promotional tools can be giving
samples; offers cash refund, prizes, free trials, product warranties or
point of purchase [PoP] promotion. Based on my research study I found
that currently Berger only does point of purchase promotion. Accept this
there are no significant promotional activities for end users. When I
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Berger Paints (BD) Ltd.
visited the dealers’ shop I observed PoP promotion is only for newly
launched Robbialac Easy Clean and Weather Coat Long Life. Other two
newly launched products such as Robbialac Exterior Wall Putty and
Robbialac Wall Putty (Interior) do not face any consumer promotion.
Besides this there is no TV advertisement for these two products.
Dealers said that, after launching these products Berger arranged
painters’ workshops to let them know about the products and that’s all
what Berger did. Berger personnel arranged the workshops so that
painters can understand about product features, characteristic,
application and can do word of mouth promotion. We all know before
painting consumers still consult with the painters and painters have
strong recommendation on behalf of consumers and Berger thinks to
that way. However, Berger offers 7 years official warranty only for
Weather Coat Long Life which we can consider as consumer promotion.
4.2.5.2 Trade promotion tools used by Berger
• In the decorative business category paints are offered to the
dealers at 12% discount on MRP of the all products.
• Dealers of all over the country are entitled to enjoy 30 days credit
facility provided that these dealers are registered.
• For creating a loyal, motivated dealer group Berger arranges
dealers meet in which some leading dealers are invited for 6 / 7
days to visit an exclusive location such as China, Indonesia,
Bangkok. And the total program is sponsored by Berger paints.
• For selling more Berger products a turnover incentive is offered to
them.
• If dealers buy more than a specified volume in one invoice they
are rewarded with exemption of certain percentage on total
monetary value of invoice. The amount exempted is deducted
during the cash payment of amount due to him or at the time next
time purchase.
• Each registered dealers of Berger has to achieve a yearly sales
target set by Berger to enjoy TOC (Turnover Commission), a
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Berger Paints (BD) Ltd.
percentage on total yearly sales. Berger facilitates the dealers
with a signboard displaying the identity of the outlet.
• Regular dealers who enjoy credit facility and make payment on
time get 2.85% discount on regular payment.
• Regular dealer who does not enjoy credit facility get 2.85% cash
discount instantly[Regular payment rebate skim]
• To create a shop boys’ favorable attitude towards Berger products,
cash incentives are offered to them.
• To increase the sales of the company’s paints attempt is taken by
Berger to create a loyal painter group who will favor the Berger
paints through offering cash coin within the containers of paint,
giving various gifts such as By cycle, T- shirts, Crockery sets etc.
• To collect the orders from projects sales force visits different newly
constructed projects.
• Direct delivery of products to the dealers by company vehicles.
4.2.5.3 Publicity
• Young Painters Art competition
• Young Architects’ Award
• Sponsoring Delta Break Housing Fair
• Participated in IAB fair (Building Materials Exhibition, 2005)
• Participated in BD RED fair, CTG (Abashan Mela,2005)
• Participated in Bashati fair 2005,DHK
4.2.5.4 Public Relations
• Sales personnel’s visit to dealer
• Arranging painters workshop
• Communicate with the initiators of different projects.
• Prolink division of Marketing Department communicates with
various groups (Engineers, architect etc.) related with paint
business. Generating consumer pools for sales.
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Berger Paints (BD) Ltd.
Lastly I want to notice Berger’s sales officials are very much smart,
responsible for selling their product. I observed they give priority to
customer care, inventory management, merchandising and quality as
well as quantity. They think these four as main factors of sales. To keep
customer relationship Berger’s official give first priority to sincerity.
Honesty gets second priority and finally hard work is needed. Dealers
are also said, Berger’s officials are very much helpful, cooperative
towards them. They visit dealers’ shop frequently [2 to 3 times in a
week]. When the dealers face any kind of problem regarding product or
customer satisfaction they solve the problem.
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Berger Paints (BD) Ltd.
4.3 Objective 3: Recommendations In relation to above discussion of each product, customer preferences,
present sales strategies; the following recommendations can be made
to convert newly launched products to a successful brand:
4.3.1 Giving TV advertisements
Berger can promote its new products through effective TV
advertisement. Now there are many Bangla cable channels beside B TV
such as N TV, Channel I, Channel 1, R TV, Bangla Vision, E TV, CSV
news channel and people are now watching these channels frequently.
Currently, Berger is promoting Robbialac Easy Clean product through TV
ads. So people are now aware about this new product. Likewise, Berger
can go for TV advertisement to make the consumer aware about other
three products such as Weather Coat Long Life, Robbialac Wall Putty
[Interior], Robbialac Exterior Wall Putty. Here, Berger can select one
particular channel for a particular product. Say for example one channel
like R TV shows the ad of Robbialac Wall Putty [Interior] whereas
Channel I shows the ad of another product like Weather Coat Long Life.
This will help Berger to cover up all their product ads and reach the
consumer easily. Berger can maintain this system for a specific time
frame like 1 month Weather Coat Long Life ad in Channel I, after that for
next period this ad will be showed in N TV. In short Berger can show
their product ads by shuffling different channel. Besides this Berger may
also show their product ads by using only one channel.
4.3.2 Giving News Paper Advertisement
News Paper is another effective media to reach the customer. Almost
every one reads the newspaper. In our country, various newspapers are
published every day in both Bengali and English. There are some Bengali
news paper such as Prothom Alo, Jonokontho, Vorer Kagoj, Jai Jai Din,
Inkilab and some English news paper such as Daily Star, Observer, New
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Berger Paints (BD) Ltd.
Age are very much renowned to the readers. So, Berger can give
advertisements of their products in the news paper and can catch the
attention of potential customer.
4.3.3 Using Bill Boards
Today, Bill Boards are getting positive attention in reaching a product to
its customer. If billboards are big and attractive, at least once a passer-
by looks to that billboard and can have idea about product or service.
Berger is now doing billboard ad of their newly launched product
Weather Coat Long Life. However, if Berger can come up with billboard
ad for other three new products such as Robbialac Easy Clean, Robbialac
Exterir Wall Putty, Robbialac Wall Putty[Interior] then that will be very
good way to let the know potential customers about their product and to
reach them as well.
4.3.4 Effective consumer promotion tools
The main job of brand manager is to build a brand image to the
consumers by choosing the right promotional tools with the help of sales
promotion manager. To convert newly launched products towards a
successful brand Berger needs to take appropriate consumer promotion
activities. Berger can choose following tools to promote their potential
consumer:
• Samples: Berger can offer a free amount of product delivered
door to door or attached to another product or featured in an
advertising offer. Here, Berger can give some amount of samples
of its Robbialac Wall Putty[Interior] or Exterior Wall Putty with
another Decorative product such as Easy Clean or Weather Coat
Long Life or any other Plastic paint when consumers buy these
products.
• Coupons: Berger can go for coupon facility for their customer.
Berger can give a certificate entitling the bearer to some stated
saving on the purchase of a specific product. This coupon may be
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Berger Paints (BD) Ltd.
mailed, can be attached to products or can be inserted in
magazine and newspaper ads. As an example, in a newspaper ad
of Berger Robbialac Exterior Wall Putty where a coupon may be
inserted by which a consumer can save 150 taka on purchasing
per 30 Kg pack of this paint.
• Cash refund offers: Berger can offer a price reduction on
purchasing specific amount of product which will be provided by
sales office rather at the retail shop by showing specified ‘proof of
purchase’. Say for example, if any consumer buys 20 gallon or
more than that of Weather Coat Long Life then he /she will get 20
taka price reduction/gallon by showing cash purchase memo of
dealers.
• Prizes: Berger can offer prizes to consumer on buying specific
amount of its product, say to get prizes one has to buy at least
products of 10000 taka. These prizes can be the chance to win
cash up to 50000 taka or a holyday trip to inside or outside the
country or having lunch/dinner at restaurant.
• Scratch card: Berger can promote the customers by giving a
scratch card with the product. After purchasing product consumer
will get a scratch card and by scratching it they may get a certain
gift such as cash money of 10, 15,30,50,80,100,150,250,500 taka
or a T-shirt or a pen or a key ring or a ceiling fan or a table lamp
or a by cycle etc.
• Free trials: Berger can invite some prospective purchasers to try
the product without cost in the hope that in future they will buy
and encourage others to buy.
• Product warranties: Berger can provide official warranty of
products that it will perform as specified otherwise company will
refund consumer’s money during a specified period.
• Point of purchase: Point of purchase is another good tool for
encouraging consumers. Berger can arrange its products’ displays
and demonstration at its dealers’ shop to remind consumers about
particular products.
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Berger Paints (BD) Ltd.
4.3.5 Effective trade promotion tools
Berger has been taken some initiatives to promote their traders which
are mentioned above. In addition to this Berger can choose following
promotional tools to encourage their dealers:
• Performance based compensation: Berger can offer the dealers
an amount in return for agreeing to feature its products. An
advertising allowance can also be paid to dealers for advertising
the products. Beside these a display allowance can be
compensated to dealers for carrying a special product display.
Moreover, Berger can give an amount against per can of paint sold
to the consumers followed by a fixed sales objective. As an
example, if any dealer can sale 1500 gallon of Robbialac Easy
Clean in one month then that dealer will get 20 tk/gallon prices off
facility.
• 0ffering free goods: Berger can offer extra can of paints to
dealers who buy a certain quantity or who feature a certain
products. Say for example, Dealers are asked to sell 1000 kg
Robbialac Exterior Wall Putty in a month; if they are able then they
will get 25 kg free of this particular product.
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Berger Paints (BD) Ltd.
5.1 Ending Notes Throughout this research, we see the importance of this dimension in
determining the current position of Berger’s newly launched product in
the market place. Paint industry, where continuous innovation and
development of product, product quality, on time distribution, customer
service, and superior marketing system plays an important role to make
a company profitable. Here, customers’ and traders’ satisfaction is vastly
dependent on the company. In view of that, Berger Paints (BD) Ltd is
continuous to remain a profitable company in the private sector
contributing substantially to the national earnings every year. Its
constant product innovation and development, uninterrupted
distribution, marketing efforts and endeavor, productivity, commercial
efficiency, financial performance, and cordial industrial relations over so
many years have made it an ideal organization among private sector
enterprises in Bangladesh.
In the paint industry Berger is still in the top position. Berger’s corporate
image, organizational structure, various product categories, product
quality, management techniques, marketing system, all make the
company unique. But although Berger should exactly know what are the
customers’ as well as traders’ expectation and perception and how its
efforts will be matched with their expectation. So it is the company
authority to decide which measure would be applied in solving the
problem that arises in converting newly launched product into successful
brands to its valuable customers.
5.2 Bibliography ◙ Marketing Management, Philip Kotler, Eleventh Edition
◙ Marketing Research, Text and Cases, Seventh Edition, Harper W. Boyd, Jr; Ralph Westfall; Stanley F. Stasch ◙ Berger Bulletin
◙ Berger product brochure
◙ Berger Specifier’s manual.
◙ Berger Industrial manual
◙ Berger official papers
◙ www.Knowthis.com
◙ www.Bergerbd.com
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Berger Paints (BD) Ltd.
5.3 Appendix 5.3.1 Questionnaire for Dealers
Dealer’s Name: Address:
QUESTIONNAIRE Dear Respondent, Greetings, I’m the student of Independent University, Bangladesh. Today, I came to you because a survey is being conducted on different brands and products of the paint industry in the Chittagong City. Your honest opinion is valuable to this survey and will be kept confidential. Thanking you in advance for your time and effort. 1. Which brands do you keep in your store? a) _ _ _ _ _ _ b) _ _ _ _ _ _ c) _ _ _ _ _ _ d) _ _ _ _ _ _e) _ _ _ _ _ _ f) _ _ _ _ _ _ 2. Rank the following brands. (Among 1-5 Scale; 5=Highest, 1=Lowest)
Berger ----------------------- Moon Star ----------------------- Elite ----------------------- Al Karim ----------------------- Asian ----------------------- Olympic -----------------------
3. In your store, which products of BERGER do you keep?
Name of the Product Sizes of the Product Prices of the Product 4. Which Products of MOON STAR do you keep in your store?
Name of the Product Sizes of the Product Prices of the Product
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Berger Paints (BD) Ltd.
5. Do which products you keep of ELITE PAINT?
Name of the Product Sizes of the Product Prices of the Product 6. Which products do you keep of ASIAN PAINT?
Name of the Product Sizes of the Product Prices of the Product 7. Do which products you keep of AL KARIM?
Name of the Product Sizes of the Product Prices of the Product 8. Do which products you keep of OLYMPIC PAINT?
Name of the Product Sizes of the Product Prices of the Product 9. Among these products which one is fast moving for these brands? a) For Berger ___________________ b) For Elite ___________________ c) For Asian ___________________ d) For Moon Star ___________________ e) For Al Karim ___________________ f) For Olympic ___________________
10. How do you get the products of these brands?
Name of the Brands
Via the company Via Self From other shop
Berger Moon Star Elite Al Karim Asian Olympic 11. Who bears the delivery cost of getting products?
Company Self
12. What are the extra activities do you carry out to sell different products?
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Berger Paints (BD) Ltd.
13. How you will rate the price of paint of ‘Berger’ according to quality of paint? Excellent Medium Very Poor
5 4 3 2 1 14. How you will rate the price of paint of ‘Elite’ according to quality of paint? Excellent Medium Very Poor
5 4 3 2 1 15. How you will rate the price of paint of ‘Asian’ according to quality of paint? Excellent Medium Very Poor
5 4 3 2 1 16. How you will rate the price of paint of ‘Al Karim’ according to quality of paint? Excellent Medium Very Poor
5 4 3 2 1 17. How you will rate the price of paint of ‘Olympic’ according to quality of paint? Excellent Medium Very Poor
5 4 3 2 1 18. How you will rate the price of paint of ‘Moon Star’ according to quality of paint? Excellent Medium Very Poor
5 4 3 2 1
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Berger Paints (BD) Ltd.
19. From which brands you get most profit? (According to Q. No. 8)
20. Do you get any type of incentives?
Yes No
If no, then go to question no. 22.
21. What type of incentives do you get for different brands?
Incentives Berger Elite Asian Moon Star
Olympic Al Karim
Price Discounts
Quantity Discounts
Others (Please Specify)
22. How do you feel about the credit facility in this paint sector?
Most important Medium important Least important 23. Currently which companies are providing credit facilities? a) ____________ b) ____________ c) ____________ d) ____________ e) ______________ f) __________________ If any company offers it then answer question no. 24. 24. Please specify the credit limit. a) ________________________________________________________________ b) ________________________________________________________________ c) ________________________________________________________________ d) ________________________________________________________________ e) ________________________________________________________________
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Berger Paints (BD) Ltd.
25. Please mention the promotional activities that maintain the companies? Promotional
Activities Berger Elite Moon
Star Asian Al Karim Olympic
TV Ad
News Paper
Bill Board
Leaflet
Word of Mouth
Point of Purchase
Others (If any)
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Berger Paints (BD) Ltd.
5.3.2 Questionnaire for Household Individual Name:
Area:
QUESTIONNAIRE Dear Respondent, Greetings, I’m the student of Independent University, Bangladesh. Today, I came to you because a survey is being conducted on different brands and products of Berger Paints (BD) Ltd. in the Chittagong City. Your honest opinion is valuable to this survey and will be kept confidential. Thanking you in advance for your time and effort. 1. You stand in the age range of:
o 25-35 o 36-45 o 46-55 o 56-65 o 66-75 o 76+
2. Your Occupation is: o Business o Government service holder o Private service holder o Teaching o ___________ if others, please specify.
3. You reside in the area: (in Chittagong) __________________________________________________________
4. Your annual expenditure exists in the range of:
o Tk. 1,50000- Tk. 2,50000 o Tk. 2,51000- Tk. 3,00000 o Tk. 301000- Tk. 3,50000 o Tk. 3,51000- Tk. 4,00000 o Tk. 4,01000- Tk. 4,50000 o Tk. 4,51000- Tk. 5,00000 o Tk. 5,01000- Tk. 6,00000 o Tk. 6,01000+
5. Your Designation is:
__________________________
6. You are the owner of ________ house/houses in Chittagong city: o 1 o 2 o 3 o 4+
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Berger Paints (BD) Ltd.
7. Your home is presently decorated by the Paint: o Berger o Al-Karim o Olympic o Moon star o Elite o Asian Paints o ____________________ if others, please specify.
8. You are experienced with or used Berger before—
o Yes o No
9. Your perception regarding the pricing of Berger:
o High o Fairly high o Good o Moderate o Low
10. You would rate the quality of Berger:
_________ Extremely high quality __________ Quite high quality __________ Slightly high quality __________ Neither one nor the other __________ Slightly low quality __________ Quite low quality __________ Extremely low quality
11. The chance of your buying BERGER for the next time:
__________ 100 absolutely certain __________ 90 __________ 80 strong possibility __________ 70 __________ 60 __________ 50 __________ 40 __________ 30 __________ 20 slight possibility __________ 0 absolutely no chance
12. While mentioning Paint for your home, the brands you think of or
consider: Please rate as 1, 2, 3, 4…) __________ Berger __________ Elite __________ Moon star __________ Olympic __________ Al-Karim __________ Asian paints __________ if others, please specify.
13. The nearly sales center of Berger paints is readily available or convenient
to you: o Yes o No
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Berger Paints (BD) Ltd.
14. While buying paints for your home, you are reinforced or insisted by: o Yourself o Your family members o Colleagues o Painters o Commercials o Friends o Architects o Dealers o ____________________ if others, please specify.
15. If Berger Paints itself can arrange painters to paint your home you will
welcome this initiative of Berger: o Yes o No
16. Please mention some of the Decorative offered by the Berger Paints _______________________ _______________________ _______________________ _______________________ 17. The behaviors of the salespersons in the Berger Paints outlets are
friendly___ o Yes o No
18. The salespersons informs you about the product range of Berger Paints,
its quality & usage rule properly__ o Yes o No
19. You deserve more sales outlets for Berger:
o Yes o No
20. You prefer other paints except Berger for the reason/reasons of__
o Quality o Price o Availability o Packaging quantity o __________________ if others, please specify.
21. You deserve from the Berger Paints__ o More shades o More Packaging Sizes (in terms of quantity) o Ready to available paint o Accessibility o ______________ if others, please specify.
22. If you are experienced with Berger, you are__
o Delighted o Satisfied o Satisfied to some extent o Dissatisfied o Not applicable
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Berger Paints (BD) Ltd.
23. You paint your home—
o once a year o 2 years interval o 3 years interval o ______________ if others, please specify.
24. You are familiar with the name of the following Decorative:
Top Coat Finishes: o Robbialac Supergloss Synthetic Enamel (RSE) o Robbialac Acrylic Plastic Emulsion (R. APE) o Robbialac Acrylic Distemper SPD (R. SPD) o Weathercoat Smooth o Luxury Silk Emulsion (LSE) o Jhilik Synthetic Enamel o Durocem o Wood Keeper o Tartaruga Textured Coating o Berger Illusions
Color Bank Products:
o Robbialac Plastic Emulsion Classic o Robbialac Synthetic Enamel Gold o Luxury Silk Splendour o Robbialac Pearl Lustre Finish o Weathercoat Smooth Classic o Robbialac SPD Super o Wood Keeper Finishes o Weather Coat Long life o Robbialac Easy Clean
Other Products:
o Robbialac Wall Putty o Robbialac Exterior Wall Putty o Robbialac Damp Stop o Flexible Roofing Compound o Silicone Water Repellent o Robbialac Synthetic Clear varnish o Robbialac Epoxy Clear lacquer o Robbialac Polyurethane Wood Lacquer o Wood Keeper Polyurethane Clear Wood Finish
Primers/ Undercoats/Thinners:
o Robbialac Red Lead Primer o Robbialac Zinc Phosphate Primer o Robbialac Plastron Primer Sealer o Robbialac Synthetic Undercoat o Robbialac Anticorrosive Red oxide primer o Robbialac Water Sealer o Robbialac T-6 for Air-drying primers & Enamels o Bison All Purpose Primer o Auto Coat Primer Surface/Undercoat.
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Berger Paints (BD) Ltd.
25. To you, the strong/favorable aspect/s (competitive edge) of Berger is/are: (Please rank your answer as 1,2,3,4...)
o Availability o Color Bank o Varieties o Price o ___________ if others, please specify.
26. To you, the weak aspect/s of Berger is/are: (Please rank your answer as
1,2,3,4...) o Availability o Color Bank o Price o Varieties o __________ if others, please specify.
27. Months that/those you think favorable to paint your home: (you can mark
more than 1 answer) o January-March o April-June o July-September o October-December o _____________ if others, please specify.
28. The color/colors, you think effective for painting inside of your home:
(you can mark more than 1 answer) o Light colors o Dark colors o Illusions o ____________ if other, please specify.
29. The color/colors, you think effective for painting outside of your home:
(you can mark more than 1 answer) o Light colors o Dark colors o Illusions o ____________ if other, please specify.
30. Your suggestions are our blessings. If you have any suggestions regarding
Berger paints please feel free to mention those below: __________________________________________________________
__________________________________________________________
__________________________________________________________
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