Introduction

Bashundhara LP Gas Limited is the first private Liquid Petroleum Gas bottling and marketing
company in Bangladesh. It started operation at the Mongla Port Industrial Area in 1999. The
company has succeeded to secure larger share of the domestic market of the LP gas by pushing
the public entity – Bangladesh Petroleum Corporation (BPC) out of the race.

Sufficient production of filled bottles against the demand and well-planned distribution network
all over the country helped the company become the best of its kind for successive years. Variety
of gas bottles – 12 kg, 30 kg and 45 kg – of red and yellow colors are currently going to the users
with the brand name of ’Bashundhara LP Gas’.

The bottling plant has a moderately large jetty for LP gas carrying vessels and is supported by
six spherical tank terminals of 500 metric ton storage capacity each and a 2000 metric ton tank
terminal – 5000 metric tons in total – and two sets of 24-point carousal system filling posts. The
facility is capable of filling as many as 2000 bottles an hour.

Besides production for the domestic, commercial and small-industrial users, the company
supplies bulk form to other LP gas bottling and marketing companies. It has a moderately large
fleet of bulk gas carriers and filled-bottle distribution vehicles.
 Product profile :

Product name : Bashundhara LPG Gas 12 K

Weight : 12 KgValve Size: 22 mm
Usage : Household
Valve Type: Compact
Price :1050taka

Bashundhara LPG Gas 45 K

Valve Size: 22mm
Weight: 45 Kg
Usage: Household
Product Type: Gas Stove
Price :4000 taka
1.1 Background of the study: Here we will talk About “Bashundhara LP Gas Limited ”
company. When it was founded how this company started its journey. This group is now among
the top companies in Bangladesh. How did it get so huge? What was and is their strategy, their
future plan, mission and goals.
1.2 Objective of the study: Our objective is to find out how much market Bashundhara LP Gas
Limited is holding. How they are benefiting the society, as they are one of the biggest
companies. This would inspire small companies to provide more benefit or increase their
business in the right way.
1.3 Methodology of study: We have collected our data from many online websites and portal.
We tried to give every small detail of data.
1.4 Limitation of the study: We faced problem collecting the exact data. Because of different
websites showed different information. So we finalized which had the most similarities among
the web sites. Few data we failed to collect as the company has to keep a little privacy on its
background of the process.

Company Overview
History:
The Beginning  

In the year of 1999, Bashundhara LP Gas Limited, started off as the First Private LP Gas
importing, bottling and marketing company in Bangladesh. Being a subsidiary of country’s
eminent business conglomerate Bashundhara Group, the company embarked on a journey to
meet the growing demand for cooking gas and give end users the relief they have long been
looking forward to.

Road to Expansion  

In 2011, the company saw its establishment of Sundarban Industrial Complex Ltd. – the biggest
LPG Cylinder Manufacturing Plant of the country situated in Mongla Port Industrial Area on the
bank of river Pashur.

Distribution & Logistic  

It now runs country’s widest LPG distribution chain, thanks to its strong business bond with
distributors countrywide. The biggest storage facility, highest production capacity, two satellite
plants in Chittagong & Bogra, Sales Depot in key districts of the country and its inimitable
ability to maintain the supreme product quality ensured by its well-equipped lab have already put
the brand in leading position with the largest market share.

The Cylinders  

The company markets its cylinders under the brand name Bashundhara LP Gas in glossy red
color. Apart from this, a yellow cylinder has been made available of late under the brand name
Bashundhara Premium LP Gas. Individual cylinders are sold in 30 & 45 Kg following the market
demands. For corporate and real estate clients, the company provides a comprehensive
Reticulated Gas Installation system from which a number of end users can have their supply of
gas from a gas cylinder reservoir installed in their premises.

Mission:

The mission of BLPGL is to place the as responsible brand of the industry in terms of quality, safety and
performance. And this will be achieved by maintain superior product quality in every stages, state-of-art
technology and skilled team. We devoted to maintain the safety of the product through series of lab test
and re-testing the cylinders in regular intervals.

Vision:

Make a mentionable amount of households of Bangladesh towards LP Gas user from traditional cooking
method considering the convenience, pricing, health, environmental issues.

Goals:

Bashundhara LP Gas:Improved some specific goals for the planning period, this is called goal
formation. Managers use the term goals to describe objectives that are specific with respect
magnitude and times:

 Arranged Hierarchically: Bashundhara LP Gas business unit’s increased the rate of

return on investment. This can be accomplished by increasing revenue and reducing
expenses.

 Quantities Objectives: Bashundhara LP Gas wants to return on investment of 15% in

last two years.

 Goals should be realistic: They fixed their goals on the business unit’s opportunities,
strength not wishful thinking.

 Objectives must be consistent: It is not possible to maximize both sales profits

simultaneously.
Organogram:

Chairman
Advisor
Co-Chairman Managing Vice-Chairman
Director
Addi. Managing
Director
Sr. DMD Director DMD

Sr. Executive Director

Executive Director

General Manager

Dy. General Manager

Sr. Executive

Executive

Asst. Executive

Sr. Officer

Officer
Marketing strategy :

1. Target Market
‘Bashundhara LP Gas consists of consumer and retailers who need to store communicate and
complete the marketing process. From the many segments, we choose psychographic
segmentation. Targeted segment consists-

 upper class-heavy users(business tycoons, superstars, media people, ministers)

 upper middle class- medium users ( business executives, doctors, lawyers,)
 middle class-light/occasional users

As our laundry would be specialized, we will have a high price than the local laundries. So it’s
more affordable for the upper class and upper middle class people. More over specialized
cleaning is more needed for these people as they want to live in luxurious life. Although we
targeted upper class people in our plan, we will mainly focus on the upper class and upper
middle class people. The customers are more concern about the quality and also they want a
quick service. More over now a day people are getting busier, so they want home service.

2. Market Positioning:

Positioning is a perceptual location. It’s where your product or service fits into the marketplace.
Effective positioning puts you first in line in the minds of potential customers. The Positioning is
a powerful tool that allows you to create an image. And image is the outward representation of
being we want to be, doing what you want to do, and having what we want to have. Positioning
ourselves can lead to personal fulfillment. All classes of people being customers of Bashundhara
LP Gas, the company offers their products to markets with quality and affordable price. The
company wants to available their products because their competitor’s products are available.

3. Marketing Mix:

Marketing mix is the set of controllable tactical marketing tools- product, price, place, and
promotion, that the firm blends to produce.

The major marketing management decisions can be classified in one of the following four
categories:

Price

Place (distribution)

Promotion

Product
These variables are known as the Marketing Mix or the 4 P’s of Marketing. They are the
variables that marketing managers can control in order to best satisfy customers in the target
market. The marketing mix is portrayed in the following diagram.

The firm attempts to generate a positive response in the target market by blending these four
marketing mix variables in an optimal manner.

Product

The product is the physical product or service offered to the consumer. In the case of physical
products, it also refers to any services or conveniences that are part of the offering.

Product decisions include aspects such as function, appearance, packaging, service, warranty,
etc.

Price

Pricing decisions should take into account profit margins and the probable pricing response of
competitors. Pricing includes not only the list price, but also discounts, financing, and other
options such as leasing.

Place

Place (or placement) decisions are those associated with channels of distribution that serve as the
means for getting the product to the target customers. The distribution system performs
transactional, logistical, and facilitating functions. Distribution decisions include market
coverage, channel member selection, logistics, and levels of service.
Promotion

Through promotional activities “Bashundhara LP Gas” will communicate the merit of its
services and persuade target customer to buy these. Clarity will try to follow integrated
promotion mix for effectively promoting its services to maximize profit through customer
satisfaction. Clarity will not integrate all the elements of promotion mix rather it will apply the
most profitable elements of the promotion mix. These are described below

1) Sales Promotion- Bashundhara LP Gas will run the following sales promotion strategies-

a) Gift Card

b) Discounted prices

c) Free service campaign

d) CRM (Customer relationship management)

e) Occasional Packages

2)      Advertising

3)      Direct Mail

4)      Personal Selling

SWOT Analysis

This is top qualitative evaluation of the key factors affection the company. To know how will the
company fairs and how interesting an investment would be, our analysis follow the market on a
daily basis and you could benefit from their valuable expertise to maximize you knowledge
Strengths :

 The management system is strong.

 The employees are very qualified.
 The workers are practical.
 The products are acceptable and popular in our countries than other company’s product.
 Huge amount of capitals
 Huge amount of properties

Weaknesses: 

 It has legal problems.

 It has taxes problem.

Opportunity:

 International and National  market segment opportunities.

 Expansion opportunities.
 Growth opportunities.

Threats:

 Political instability
 Bad weather
 Increase raw material price
 BCG Matrix

The Boston Consulting Group approach (BCG):

It is a process of evaluating a company’s strategic business units in terms of their market growth
rate and relative market share. These are Stars, Cash cows, Questions marks, Dogs.

Stars

In this position a company has high growth rate and strong market share. It needs huge amount
of investment to keep their rapid growth. After above discussion we can say that the East West
Property Development (PVT) Ltd. of Bashundhara LP Gas is in the star position.

Cash cows

Bashundhara LP Gas is in the cash cow position because this company has low  growth rate and
strong market share. This company needs less investment to keep their current position. They
produce a lot of cash that the company uses to pay its bills and to support other SBUs that need
investment.

Questions marks

Bashundhara LP Gas is in the questions marks position because this company has high growth
rate and weak market share. Sometimes this company converts into star position.

Dogs

Bashundhara Lp Gas Ltd. is in the dogs position because it has low growth rate and weak market
share. It may generate enough cash to maintain themselves but do not promise to be large
sources of cash.

http://www.bashundharalpgas.com/mission-vision

http://www.bashundharalpgas.com/page/welcome