1

Term Pepper
On

Marketing strategy (A Case Study on BERGER PAINTS BANGLADESH LTD.)

Submitted To
Controller of the Examination
National University of Bangladesh
Gaizipur

Submitted to
Md Shafiqul Islam
Associate Professor
Department of Marketing
Dhaka Commerce College
Submitted By
Md Based Miah
MBA Final (Master’s)
Reg. No 18323155346
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LETTER OF TRANSMITTAL
Date: 10th January 2022

To
The Controller of Examination
National University of Bangladesh
Gazipur.
Subject: Submission of Term Pepper on Marketing Strategy of BERGER PAINTS OF
BANGLADESH LTD.
Dear Sir,
It is my great pleasure to submit you the Term Paper on the above-mentioned topic as
directed by you. Through this Term Paper I have tried to depict a vivid picture of the
"Marketing Strategy of Berger Paints Bangladesh Ltd." learning during the Term Paper
program.

I have made my sincere efforts.

I have concentrated my best efforts to achieve the objective of the work and hope that
my endeavor will serve the purpose. I shall be highly grateful and obligated if you kindly accept
my Term Paper
Sincerely yours,

…………………………..
Md Based Miah
MBA Final (Master’s)
Roll No: MKT 523
Reg No: 18323155346
Session2018-19
Department Of Marketing
Dhaka Commerce College
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DECLARATION

I do solemnly declare that the work presented in this Term Paper entitled "Marketing
Strategy of Berger Paints of Bangladesh Ltd." has been carried out by me and has not been
previously. submitted to any other University/ College/ Organization for any academic
qualification/ certificate/ Diploma or degree.
The work I have presented does not breach any existing copyright. I further undertake
to indemnity against any loss or damage arising from breach of the foregoing obligation.

…………………………..
Md Based Miah
MBA Final (Master’s)
Roll No: MKT 523
Reg No: 18323155346
Session2018-19
Department Of Marketing
Dhaka Commerce College
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ACKNOWLEDGEMENT

At the beginning I want to pay my homage to the almighty Allah who made me capable
to continue my everyday tasks both inside and outside the workplace during the whole period
of my Term Paper program. After that I would like to express my sincere gratitude &
appreciation to my who been pleased to give me right direction, guidance and support which
helped me a lot in writing this Term Paper. Her constant encouragement and supervision
throughout the period of this study have been greatest inducement for me and directly
contributed to the accomplishment of the task.
This would not have been possible without the genuine support and assistance. If I don't
mention some names of the staffs of Grameen Ltd., my acknowledgement will be incomplete &
void. In this part I am highly grateful to Jahidul Islam Shaikat Territory Manager of Berger
Paints Bangladesh Ltd. who was help me to get this opportunity to doing work (Term Paper) in
this company for short time.
Successful completion of any course requires support from various persons. I have been
fortunate to get the guidance and supervision of teachers, friend, Square Pharmaceutical Ltd.
and others. Specially, thanks to our text books & internet service that gave us necessary
information to conduct.

Table Of Content
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Chapter Topics Pages

Introduction

Background of Term Paper

Significant of Term Paper

Scope of term paper

Chapter One
Methodology

Limitation of term paper

Objective

Company Profile

Mission
Chapter two
Vision

SWOT Analysis

Advertising

Advertising Theory
Chapter Three
Marketing Mix

Market Size and Customer

Chapter Four 9 Benefits of Promotion

Advertising Template

Conclusion

Chapter Five Recommendation

Bibliography

Exclusive Summery
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Recognized as the best paint brand in Bangladesh, Berger Paints Bangladesh Limited is one of
the oldest, well-known and trusted names in the country's paint industry. Bangladesh has
achieved a unique position as a leading paint solution provider through the evolution and
transformation of Berger, which has a rich global tradition of more than 250 years.
Berger is always committed to ensuring new innovative capabilities and the highest quality
products and services nationwide. With pride in every product and service, Berger assures you
of world-class and secure reliance.
Berger Paints Bangladesh is headquartered in Dhaka, the capital, and has 14 well-planned sales
depots spread across the country. Besides, there are 26 more experience zones across the
country and two large and state-of-the-art factories in Dhaka and Chittagong. With a strong
family of over 1,000 employees and more than 3,000 dealers across the country, Berger has
always been a pioneer in the country's paint industry.

Chapter One
1.0 Introduction
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Berger has been conducting business in Bangladesh for over 50 years. In the last two
decades, Berger has been leading the paint industry in Bangladesh. Ensuring a wide range of high
quality products and services in all sectors of the paint industry is the key to Berger Paints'
success today. Berger Paints is always committed to delivering innovative, healthy and eco-
friendly products to its customers.
Berger's product classifications include decorative coatings, industrial coatings, marine
coatings, powder coatings and pretreatment chemicals, glue, wood coatings, vehicle refinishes,
textile emulsions, construction chemicals, coil coatings, printer ink and paint ink and many other
things. Johnson & Nicholson (Bangladesh) Limited, a wholly owned subsidiary, also produces
packaging materials for burgers at competitive prices.
In the 2018-19 financial year, Berger has added a stock of new and richer products to
the market. In particular, Weather coat Anti-dirt Supreme is one of the antidote product range.
The modernization and enrichment of the Berger Experience Zone is also worth mentioning. In
addition to these, more than three thousand painters, organized by Berger Paints, had the
opportunity to participate in color workshops in collaboration with the National Skills
Development Authority (NSDA).
Berger is the first company in Bangladesh to offer a large range of designer painting
scheme services for walls /world-class paint manufacturer in Bangladesh. You sent Berger's
product classifications include decorative coatings, industrial coatings, marine coatings, powder
coatings and pretreatment chemicals, glue, wood coatings, vehicle refinishes, textile emulsions,
construction chemicals, coil coatings, printer ink and paint ink and many other things. Johnson &
Nicholson (Bangladesh) Limited, a wholly owned subsidiary, also produces packaging materials
for burgers at competitive prices.

1.1 Background:

1.2 Significant of The Report:

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This assignment is an important limited requirement of our four years BBA graduation program.
This is because of knowledge and learning become when it is associated with theory and
practice. By this program student can understand corporate image. For this, student can train
and prepare themselves for the job market. In Bangladesh have significant number of
unemployed educated graduates. They have no practical experience like Project Report. That's
why they can't get proper opportunities in job market, which is important in getting a job. In
present situation the Internship program is extremely helpful to manage work properly and ensure the
customer satisfaction.

1.3 Scope of Report:

This report is very helpful for those who are seeking information about Paints sector marketing
mix. As the same time preparing this report gathered lots of information's and knowledge
about Paints sector marking department.

1.4 Limitation of the Report:

The major limitation factor for this report was primarily reluctance and strict adherence to
confidentiality maintenance attitude shown by the officials of mobile operators. Most of the
calculations had to be made taking Grammen phone figures as the industry average. Most of
the relevant literature and study materials on the telecom sector were not updated, and no
comprehensive in-depth study on the cellular industry could be found.

1.5 Methodology:
Primarily I went to Berger Paints office and also physically conducted with their employee. I ask
some question and they give answer and also provide other relevant information. Then I
analyze this information and try to found some key points about, their strategies and I have also
tried to give some recommendations against those.

1.6 Objective:
The broad and overall objective of this report is to provide with an over view of the learning at
Berger Paints. So that the theoretical learning can be related with the real life business
situation.
By this assignment our normal objectives are-
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➢ To know the product strategies of Berger Paints.

➢ To define the target market of Berger Paints
➢ Extensively describe Berger Paints as an organization providing paint service in
Bangladesh, its products and services.
➢ To identify the customer satisfaction level of Berger Paints

Chapter Two
Conceptual Issues

2.1 Company profile

2.1.1 Berger Paints Bangladesh Ltd.

Name of Company : Berger Paints Bangladesh Ltd.
Address of Corporate Office : Berger House, House 8, Road 2, Sector 3,
Uttara Model Town, Dhaka-1230
Nature of the Company : Private.
Nature of Business & Suppliers : Building Materials,
Products : Paints
Date Establishment of the Company : 1760
Revenue : 16,669,802 (Thousand tk)
Net Income : 6,632,362 (Thousand tk)
Employees : 1000+
Parent : Berger Paints 90%
Public 10%
Website : www.bergerbd.com
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Corporate Office of Berger Paints

Berger is one of the oldest names in the paint industry and the country’s major specialty paints
business with products and ingredients dating back more than 250 years. Louis Berger, a German
national, founded a dye and pigment-making business in England in 1760. Louis 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 the
uniforms of many European armies. Production of dyes and pigments evolved into production of
paints and coatings, which till today, remains the core business of Berger. The company grew
rapidly by establishing branches all over the world and through mergers and acquisitions with
other leading paint and coating manufacturing companies.

Berger has been involved in the paint business in this part of the world since 1950, when paints
were first imported from Berger UK and subsequently, from Berger Pakistan. In 1970, Berger
Paints Bangladesh Limited (BPBL), erstwhile Jenson & Nicholson, had set up its paint factory in
Chittagong. The shareholders were Jenson & Nicholson (J & N), Duncan Macneil & Co.
Limited, and Dada Group. Duncan Macneil subsequently sold their shares to the majority
shareholder J & N Group. The Dada Group’s share was ultimately vested with the Government
of the Peoples’ Republic of Bangladesh after the independence of the country in 1971. The name
of the company was changed from J & N (Bangladesh) Limited to Berger Paints Bangladesh
Limited on January 1, 1980. In August 2000, J & N Investments (Asia) Limited purchased the
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Government shareholding. In December 2005, the company issued 5% shares to the public and
listed with Dhaka Stock Exchange (DSE) and Chittagong Stock Exchange (CSE).

2.2 Mission:
We shall increase our turnover by 100 percent in every 5 years. We shall remain a socially
committed ethical company

2.3 Vision:
To be the most preferred brand in the industry ensuring consumer delight

2.4 SWOT Analysis:

SWOT stands for Strength, Weakness, Opportunity, and Threat. This is a very important tool for a
company to analyze its internal and external environment. Let us carry out a SWOT Analysis of
Berger Paints
Strengths
Market Leader:
Berger Paints became the country's leading paints suppliers since 1971. From year 1971 to till
now Berger Paints has 3000 direct Dealer and 5000 indirect dealers represent 58% of the market
share. In September 2021, Once again, Berger Paints Bangladesh Limited has been awarded for
‘Top VAT Payer’ for year 2018-2019 under manufacturing category. Berger Paints in recent years
has maintained its consistent growth strategy country wide, offering quality products and
service.
Financial Soundness:
Once again, Berger Paints Bangladesh Limited has been awarded for ‘Top VAT Payer’ for year
2018-2019 under manufacturing category.
Berger Paints Bangladesh Limited also received ‘ICMAB Best Corporate Award 2019’ in the
category of multinational manufacturing industries for its
sales & financial performance, contribution to national exchequer, HR management, corporate
governance, shareholders’ return, investment growth and
CSR activities.
Berger Paints has been awarded the ‘Best Paint Brand’ in Paint category for 10th time
consecutively by Bangladesh Brand Forum (BBF) in partnership
with Nielsen Bangladesh. Best Brand Award is based on a global model (Winning BrandsTM)
done through a direct consumer survey of 7600 consumers
across the country.
Berger Paints has received Bangladesh Supply Chain Excellence Award (BSCEA) for the 3rd
consecutive year for robust implementation of Integrated
Sourcing process (Cloud based) and Berger Aastha towards Agile Customer Service.
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Largest Geographical Coverage:

Berger Paints has the largest geographical network coverage compare to its competitors. It
will continue to make fresh investments to further expand its coverage throughout the country
and increase the capacity of the network, so that more people can avail the service. Berger
Paints has already put into operation 14 Sales office & 26 Experience Zone bringing the total
number of operating around the country. Two giant factory.
Competitive Price:

Price is a big competitive advantage for Berger Paints, Berger Paints is selling the
Paints at a very low rate. The competitors are no where near Berger Paints in this
regard.

Color Bank Products:

Berger Paint has color bank therefore customer get any type of color in imagination in 5
minutes.
Experience Zone Service:
Berger Paint has 26 experience zone all over the country, Customer can direct service
from this experience zone. By this experience zone customer can get technical advise
and consultancy about paints.

Dynamic Management team:

Paints, Berger Paints has a dynamic management team that consist experts from
both home and abroad. This helps Berger to always remain on track and move
forward at a consistent pace.
24 hours customer service:
Berger has a 24 Hours Tole free Customer Service, there are customer get free
service about paint related Service.
Skilled Human Resource:
The employees are young, dedicated and energetic. All of them are well educated
at home or abroad, with both sexes (genders) and minority groups in Bangladesh
being well represented.
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Chapter Three
Database

3.1 Products:
In Berger Paints there are Many types of Products:
❖ Decorative
❖ Industrial
❖ Marine
❖ Wood Coating
❖ Adhesive
❖ Construction Chemicals
❖ Vehicle Refinish
❖ Others

3.1.1 Decorative Products:

The Decorative products are mainly used in House hold, infrastructure and wall
surface.
There are four types of products
1.Interior

2.Exterior
3.Primer
4.Enamel
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Interior:
Interior Product Mainly use in infrustructure interior side, Breath Easy,
Luxury Shilk, Plastic Emulsion is used in itnterior product

Brand Name Features Glossy Coverage Cost (Per

square feet)

Breath Easy Anti Viral, High Shine 240-280 SF 7.50tk

Anti-Vacterial, Per Litre
Environment
Friendly
Luxury Silk Glossy Metalic Glossy 130-150 7.70tk
Metalik Finish Finish, Metalic Finish
Anti-Vacterial

Luxury Silk High Shine High Shine 150-170 6.25tk

Glamours
Anti-Vacterial

Easy Clean Best Washable Egg Shell 150-170 4.59tk

Paint Finish

Robbialac More Coverage Matt Finish 150-170 3.57tk

Plastic Emulsion Paint
Emulsion

Radiance Economy Matt Finish 130-150 2.55tk

Acrylic Plastic Emulsion
Emulsion

Robbialac Economy Matt Finish 120-130 1.59tk

SPD Distember
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Exterior Paint:
Water proofing , anti-vacterial, anti-fungul protection based exterior emulsion
paint,
Brand Special Feature Antifungul Dust Water Gloss Coverage Costing
Name property Defency Registency Per SF Per
power power Per Litre SF
W/C Anti- Very Very Very Good Medium 130-140 19.18tk
Anti-Dirt carbonation, Good Good Shin
Supreme Illustomaric
polimer Fiber
W/C Dirt resistant Very Very Very Good Medium 150-160 6.25tk
Anti-dirt formula,rich in Good Good Shin
Long Life nano additives
W/C The more Good Good Good Matt 150-160 4.38tk
Smooth coverage,the
higher the
scrub resistant
Radiance Affordable,high Low Low Low 120-140 2.91tk
Acrylic scrub resistant Matt
Exterior
Durocem Special water Low Low Good Matt 100-120 1.51tk
resistant
cement based
paint
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Primer :
A primer or Undercoat is a preparatory coating put on materials before painting.
Primiring ensure better adhesion of paint surface, increases paint durability, and
provides additional protection for the material being paintd. Berger Paints have
qualitiful undercoat or primer which ensure metal or concret surface,
For metal, wood, plastic surface berger paints has oil based primer Like Berger
Auto Coat, Anti corrsive red oxide.
For concret Surface Berger Paints has
• Berger Breath Easy Sealer.
• Berger Breath Easy putty.
• Berger Robbialac Wall Putty.
• Berger Robbialac Wter Sealer
• Berger All Purpose Putty.
• Berger Weather Coat Exterior Sealer
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Enamel:

Enamel paint is paint that air-dries to a hard, usually glossy, finish, used
for coating surfaces that are out doors or otherwise subject to hardware
or variations in temperature, It should not be confused with decorated
objects in “Painted Enamel”, Where vitreous enamwl is applied with
brushes and fired in a kiln.
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3.1.2 Industrial Products:

Industrial paints are pigmented liquids or powders that are used to

protect and beautify substrates. Industrial paints are used in the
aerospace, architectural and constructions, automotive, and electronics
industries. Some industrial paints are applied with brushes or rollers.
Others are applied with spray system.
Berger Industrial Product Is
❖ BERGER JENSOLIN.
❖ BERGER SUPRAKOAT POWDER COATING.
❖ BERGER FIREGUARD.
❖ BERGER JENSOLIN FLUORESCENT PAINT.

3.1.3 Marine Paint:

Marine paint and coatings are waterproof, protective layers that are
applied to surface exposed to or immersed in finish,
Brackish, and saltwater. They are used with boats, ships, Yachts, Ferries,
and other watercraft and marine platforms such as offshore oil rigs.
Berger marine products is
❖ CHUGOKU MARINE PAINTS LTD.
❖ SEABORNE.
❖ SPORTS COATING.
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3.1.4 Wood Coating:

Wood Coatings are basically a kind of material to be applied on wooden
surface to protect the wood from different natural and manmade factors. ...
Wood coatings make wood easier to clean, and keep it sanitized. It also helps
in sealing pores that can be breading grounds for bacteria

Berger wood coating products is

❖ BERGER WOOD KEEAPER.
❖ BERGER WOOD SHINE.
❖ ROBBIALAC SYNTHETIC CLEAR VERNISH.
❖ BERGER INNOVA

3.1.5 Adhesive:

Adhesive, any substance that is capable of holding materials together

in a functional manner by surface attachment that resists separation.
“Adhesive” as a general term includes cement, mucilage, glue, and
paste—terms that are often used interchangeably for any organic
material that forms an adhesive bond.
Berger Adhesive Product is,
❖ Berger Power Bond.

3.1.6 Construction Chemical:

Construction chemicals are chemical formulations used with cement,

concrete or other construction materials at the time of construction to
hold the construction material together.
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3.2 Pricing:

Berger Paints Pricing Policy is Markup Pricing Policy,

In this method, Valuation is done by adding a certain amount or a
moderate amount of profit to the cost of the product.
According to Boone & Kurtz,” Markup is the amount added to cost to
Determine the Selling price.”
For Example:
The production cost of a Plastic Paint’
Variable cost TK 3,500
Fixed Cost TK 4,80,000
Expected Sales volume 500 unites
In this case, the cost of production for each product
Cost per unit= Variable cost + (fixed cost/ Sales Volume)
= 3500+(480000/500)
= TK 4,460
In this context, if the company wants to make a profit of 25% on sale
price. Then the price of the product is
Selling price = expenditure per unit/ (1-Expected profit on sale)
= 4460/1-25%
= TK 5,947
That is, the company will make a profit per unit = (5947-4460) tk
= Tk 1,487.
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➢ As Berger Paints is market leader there effective this pricing

method.

3.3 Place:

This Refers to the area throughout Bangladesh is Covered by Berger

Paints.
Berger Paints Bangladesh is headquartered in Dhaka, the capital, and has 14 well-planned sales
depots spread across the country. Besides, there are 26 more experience zones across the
country and two large and state-of-the-art factories in Dhaka and Chittagong. With a strong
family of over 1,000 employees and more than 3,000 dealers across the country, Berger has
always been a pioneer in the country's paint industry.
Here Given Sales Office and Experience Zone all over the Bangladesh
❖ Berger Sales Office

➢ Dhaka Center Sales Office

➢ Dhaka North Sales Office
➢ Dhaka South Sales Office
➢ Khulna Sales Office
➢ Brahmanbaria Sales Office
➢ Sylhet Sales Office
➢ Comilla Sales Office
➢ Feni Sales Office
➢ Mymensingh Sales Office
➢ Barishal Sales Office
➢ Rangpur Sales Office
➢ Chittagong Sales Office
➢ Rajshahi Sales Office
➢ Bogura Sales office
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❖ Experience Zone

➢ Berger Experience Zone, Gulsan, 01938888775

➢ Berger Experience Zone, Dhanmondi, 01971453666
➢ Berger Experience Zone, Uttara, 01977294166
➢ Berger Experience Zone, Narayangonj, 01938887602
➢ Berger Experience Zone, Mymensingh, 01755532695
➢ Berger Experience Zone, Chittagong, 01844147450
➢ Berger Experience Zone, Cox’s Bazar, 01844147415
➢ Berger Experience Zone, Comilla, 01938887546
➢ Berger Experience Zone, Feni, 01844147413
➢ Berger Experience Zone, Brahmanbaria, 01799983012
➢ Berger Experience Zone, Sylhet, 01938887735
➢ Berger Experience Zone, Khulna, 01787684335
➢ Berger Experience Zone, Barishal, 01713158681
➢ Berger Experience Zone, Rajshahi, 01755532691
➢ Berger Experience Zone, Rangpur, 01313498501
➢ Berger Experience Zone, Bogura, 01844147459
➢ Experience Zone
➢ Experience Zone
➢ Experience Zone
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3.4 Promotion: