Internship Report

on
7Ps of Elite Paint

Submitted To
Tania Karim
Assistant Professor
Department of Marketing
University of Chittagong
Submitted By
Jaoher Daud
Id No: 18304049
Session: 2017-18
Department of Marketing
University of Chiitagong

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 Declaration
I am Jaoher Daud, Session 2017-18, Department of Marketing, Faculty of Business
Adminstration, University of Chittagong declaring that the presented report “7Ps
of Elite Paint” is prepared by me. And also declaring that this report is done for the
requirement of BBA program.

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 Letter of Transmittal

Date: 21st June, 2023

Tania Karim
Assistant Professor
Department of Marketing
University of Chittagong
Subject: Submission of Internship Report.
Respected Ma’am,
It’s my great pleasure to place my internship report on “7Ps Of Elite Paint” for the
purpose of fulfillment of my Bachelor of Business Administration (BBA) Programme
at University of Chittagong major in Marketing. My report has been prepared based
on experience that I have gathered on two months of my internship period. I hope
my contribution on the report will meet your requirement.
In accordance your valuable suggestion and guidance, I tried my best to prepare
the report. I believe that you will find this report very significant and informative. I
will always available if you have any queries
Sincerely Yours
Jaoher Daud
Id: 18304049
Session: 2017-18
Department of Marketing
University of Chittagong

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 Acknowledgement

It was exciting and challenging for me to prepare the report at the same time; it
was the first time I had actual experience working on a real firm project. I want to
show my gratitude to Tania Karim Assistant Professor of the Department of
Marketing at the University of Chittagong for giving me the necessary direction and
assistance.
I would like to show my heartfelt appreciation to the Manager of Elite Paint's
Strategic Department, Mr. M. A. Mukit Chowdhury, who is also my on-site
supervisor and helps me out by giving me information, advice, and working
methods

I want to express my gratitude to all the management and non-management

personnel who supported me during my internship and to all the people who in
some way helped me finish my whole report.
I see this chance as a significant turning point in my professional progress. I'll do
my best to make the best use of the knowledge and abilities I've acquired, and I'll
keep working to make changes so I can achieve my career goals.

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 Executive Summary

The Elite Paint & Chemical Industries Ltd.'s strategies are examined in this research.
One of the most well-known businesses in our nation is Elite Paint. Almost all of
Elite Paints & Chemical Industry Ltd.'s marketing strategy, which may be shared
with others, has been covered in this report. A brief company profile is also
included. The company's product categories and distribution network are also
important to understand in order to understand the company strategy. This
report's main goal is to identify and evaluate EPCIL's (generally) marketing tactics.
Both primary and secondary sources of data have been utilised by me. Personal
observation and an in-depth interview were used to get the data.

The report is the result of 6 weeks internship program in the paint manufacturing
industry at ELITE PAINT, GEC branch CHATTOGRAM. The internship has been
conducted on 7Ps of ELITE PAINT. I was placed under the Strategic Department of
ELITE PAINT. The division is responsible for providing strategic analysis to the
company.

The study is broken up into six chapters. Each chapter is built on the goals I set for
myself. Information regarding the study's introduction and history is provided in
the FIRST Chapter. I have outlined the study's goals, methodology, and scope here.
This study, like many others, has several limitations, some of which were inevitable.
The study is based on the company overview of ELITE PAINT, its mission, vision, and
corporate profile, as well as an analysis of the Bangladeshi paint industry, the
nature of the company's operations, its successes, and its organizational structure.
Third Chapter is all about overall paint industry of Bangladesh and competitors of
Elite Paint. In fourth chapter I mentioned about 7ps of Elite paint and how they are
connected on each other. In fifth chapter I wrote about the marketing strategies
about Elite Paint. At the end, I mentioned some findings, recommendation and
conclusion

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 Contents
Declaration ................................................................................................................................................... 2
Letter of Transmittal .................................................................................................................................... 3
Acknowledgement ....................................................................................................................................... 4
Executive Summary ...................................................................................................................................... 5
Chapter One: Introduction ........................................................................................................................... 8
1.1 Background of the Study .................................................................................................................... 9
1.2 Scope of the Study.............................................................................................................................. 9
1.3 Objectives of the study ...................................................................................................................... 9
1.3.1 Broad objective ........................................................................................................................... 9
1.3.2 Specific objectives ....................................................................................................................... 9
1.4 Methods and Procedures ................................................................................................................. 10
1.4.1 Primary sources ......................................................................................................................... 10
1.4.2 Secondary sources ..................................................................................................................... 10
1.5 Data gathering Method .................................................................................................................... 10
1.6 Limitations ........................................................................................................................................ 10
Chapter Two: Overview of Elite Paint & Chemical Industries .................................................................. 12
2.1 History of Elite Paint & Chemical Industries Ltd ............................................................................. 13
2.2: Company profile .............................................................................................................................. 13
2.3 Vision ................................................................................................................................................ 14
2.4 Mission.............................................................................................................................................. 14
2.5 Focusing points of Elite Paint ........................................................................................................... 15
2.6 Nature of Business ........................................................................................................................... 15
2.7 Achievement..................................................................................................................................... 15
2.9 Major products of Elite Paint & Chemical industries ltd................................................................. 16
2.10 Recent Development...................................................................................................................... 16
Chapter 3: Overview of the Paint Industry in Bangladesh ........................................................................ 18
3.1: The size and market share of Paint Market in Bangladesh ........................................................... 19
3.2: Overview of some paint companies in Bangladesh: ...................................................................... 20
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Chapter 4: 7Ps of Elite Paint ...................................................................................................................... 23
4.1 Product ............................................................................................................................................. 24
4.2 Price .................................................................................................................................................. 25
4.3 Place .................................................................................................................................................. 26
4.4 Promotion ......................................................................................................................................... 27
4.5 People ............................................................................................................................................... 29
4.7 Physical Evidence ............................................................................................................................. 31
Chapter 5: Marketing Analysis of Elite Paint ............................................................................................. 33
5.1 Segmentation strategies of ELITE PAINT ......................................................................................... 34
5.1.1 Decorative Painting ................................................................................................................... 35
5.1.2 Industrial Painting: .................................................................................................................... 38
5.1.3 Marine Paint: ............................................................................................................................. 40
5.1.4 Other Paints: ............................................................................................................................. 41
5.2 Target Market Selection Strategies: ................................................................................................ 41
5.3 Positioning Strategies: ..................................................................................................................... 42
Chapter 6: Finding, Recommendation and Conclusion ............................................................................ 46
6.1 Findings ............................................................................................................................................. 47
6.2 Recommendation ............................................................................................................................. 48
Reference .................................................................................................................................................... 50

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Chapter One: Introduction

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1.1 Background of the Study
Internships provide a valuable opportunity for educational institutions and organizations to train
students and equip them with skills required for the job market. As a partial requirement for my
BBA degree, I have prepared this internship report. I worked at Elite Paint as a sales intern for 6
weeks under the supervision of Senior Strategic Manager M.A Mukit Chowdhury. In this report
my aim is to showcase real world scenario and I have made every effort to ensure its quality

1.2 Scope of the Study

This report comprehensively covers Elite Paint’s marketing strategies and how they maintain
their position in the paint industry. It also includes a concise profile of the company, an analysis
of the paint market in Bangladesh, and the company's product categories and distribution
channels. To obtain this information, I analyzed the strategic landscape of paint products,
identified the marketing framework.

1.3 Objectives of the study

This study had been carried out to achieve some predetermined objectives. This has been broken
down into two different categories of objective.
1.3.1 Broad objective
To identify and analyze the marketing strategies that Elite Paint adapt in different levels. Broad
objectives of this study are these:
1.To carry out an intensive strategic study on Elite Paint and Chemical Industries Ltd.
2.To identify and analyze the marketing strategies that Elite Paint adapt in different levels
1.3.2 Specific objectives
Specific objectives of this report are as follow
1. To learn about the Elite Paint's principles, vision, mission, objectives and their applications.
2. To perceive the organizational culture and structure of Elite Paint.
3. To identify Segment strategies
4. To identify Target market selection strategies
5. To identify Positioning Strategies
6. To identify Pricing strategies
7. To identify promotional strategies
8. To identify competitive strategies

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1.4 Methods and Procedures
Every Research work should be conducted through a specific and predetermined methodology
to explore an effective research outcome. The nature of the study is a qualitative research. It has
been conducted with a methodology and the laments of methodology are as following:
1.4.1 Primary sources
Primary data have been collected by direct interviews and conversations with the employees
within the Chattogram sales office of Elite Paint

 Face to face discussions with officers.

 Interviewing people with the organization.
 Personal observation.
 Practical experience attained by individual market survey about Paint Industry.
 Practical experience achieved by the fieldwork with Sales Team.
 Practical experience gained by fieldwork especially with architects and engineers.

1.4.2 Secondary sources

 Elite Paint’s Bluebook
 The website of Elite (www.elitepaint.com.)
 Prospectus of Elite paint
 Different journals and publications
 Professional media e.g., LinkedIn, BD jobs, Job site,
 News Portal, Industrial Societies & Sites
 Facebook, Instagram
 Product brochure
 Other Research papers

1.5 Data gathering Method

The needed primary data has been collected through some questionnaire. Besides, some data
has been collected by conducting in depth interview with Sr. Manager M.A Mukit Chowdhury.

1.6 Limitations
In this research I faced some obstacles that hindered me from obtaining the objective of my
project. In brief the problem that I faced is:
• Most of the traders are very much afraid of disclose the information about sales.
• Time and cost constraints also other limitations regarding this research.
• Every organization has some rules and regulation regarding its privacy policy. So does Elite
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 paint
• Lack of experience of the researcher.
• As the report is based totally on personal observation, personal bias might have hampered
the findings. I might have unintentionally missed any important point that I should have
covered in my project work.

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 Chapter Two:
Overview of Elite Paint & Chemical
Industries

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2.1 History of Elite Paint & Chemical Industries Ltd

Elite Paint in Bangladesh

Elite Paint, founded in 1952, was the first-ever paint company to have been established in
Bangladesh. Since its inception, the company has grown to become one of the country’s leading
paint brands, under the guidance of our Honorable Founder Chairman Late Mr. Serajuddin
Ahmed. From the very beginning, Elite Paint played a major part in the development of fixed
assets and contributing to the GDP of Bangladesh. Soon after his graduation Late Mr. Serajuddin
Ahmed established a small paint manufacturing factory by the name of Elite Chemical Industries.
Elite Paint has a long and self-righteous story of success in the paint industry. It started small and
embarked on a journey that lasted more than 5 decades and still moving forward with arms wide
open to accept all the challenges that the new age has to offer Elite Paint is now a name synonym
to Quality & Luxury. It is our pride and honor to uphold the legacy and cater the customers need
to its fullest. It has a young and energetic team of brilliant individuals who are working
relentlessly towards excellence. Right from the start, Elite’s primary aim was prioritizing
customer satisfaction by delivering high-quality products at competitive prices. To deliver the
best quality products, Elite Paint utilizes a vast amount of resources in research and
development. In 1964 Elite Paint introduced in Bangladesh, an oil-based paint "Lucky Seven"
which has been a synonym of "rong" or paint for several decades. They founded the "Alkyd Resin"
unit plant in the year 1985. In 1990 they started "Bontile" texture paint manufacturing. In the
year 1997 Elite Paint unveils "Elite Color World" later "Colorfest" (Color Tinting System) first ever
in Bangladesh. They achieved the ISO 2001-2015 and LEAD-SAFE certificate from SCS Global and
IPEN, food-grade certification for Epoxy paints from BUET, received the "Best Employer Award"
from World HRD Congress in the year 2017. Their powder coating unit started operation in 2018.
Elite Paint entered the manufacturing of construction chemicals in 2019.

2.2: Company profile

Name of The Elite Paint & Chemical Industries Ltd
Company
Legal Form Private limited company
Establishment 1952
Chairman Mr. Feroz Ahmed
Vice-Chairman Mr. Salim Ahmed
Product Wide range of paints and coatings
Categories
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 Business Area Decorative Paints (For Architectural Structure and Household Feature)
Industrial Paints (For equipment and other specialize industrial structures)
Marine Paints (For ships and offshore structures)
Logo

Website www.elitepaint.com.bd
Corporate Syed Grand Centre, (Level 8 & 12) Pbt # 89, Road # 28, Sector 7, Uttara,
office Dhaka-1230, Bangladesh.
Chittagong Elite House, CDA Avenue, East Nasirabad, Chittagong, Bangladesh
office
Factory Elite paint & Chemical Industries Ltd. 92 Baizid Bostami, I/A ,Nasirabad,
Chittagong, Bangladesh.

2.3 Vision
To be the leading supplier of paint and coatings to help enhance our nation’s infrastructure by
providing the highest customer satisfaction and quality products. To be the most trusted and
reliable national paint manufacturer and supplier of quality paint products in the country which
facilitates and adds considerable value to its business in providing consistently high quality
products of international standards in the local market at a competitive price. In doing so
company shall endeavor to establish loyal and natural rewarding relationship with customers,
employees, associates and shareholders.

2.4 Mission
To provide the highest quality paint and coating products to protect all kinds of assets, present
a variety of options and solutions to customers, and create an environment that drives
innovation amongst all involved:
Prioritize customer satisfaction.
High quality product.
Competitive pricing.
Optimal utilization of available resources at all times.
Optimal use of information & technology.
Continuous development & growth of human capital.

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Every action of every person to be sincere and profit oriented.
Create environment that derives intelligence amongst all involved.

2.5 Focusing points of Elite Paint

1. Pledge to achieve complete customer satisfaction.

2. Dedication to portraying the company as ethical and socially responsible.
3. Commitment to maintain market leadership through consistent sales growth, increased
productivity, and development of new products that meet customer demands.
4. Ensuring ongoing improvement in operations through the use of skilled and dedicated
professionals, effective process management, and stakeholder participation.
5. Establishing measurable targets at appropriate stages and continuously tracking progress.

2.6 Nature of Business

The core business of Elite Paint is manufacturing and marketing of paints, varnishes and
coatings. It produces a wide range of paints including architectural paints, industrial coatings,
marine paints and powder coatings. To improve consumer satisfaction, Elite Paint has also
introduced end-user oriented services such as Master Coat, Silk Delux, Lucky Seven, Elite
Marine Paint, Tennis Court Paint, Salt Seal, Color Fest etc.

2.7 Achievement
There is a prevailing misconception that paint is a luxury product, but, in fact, it is a necessary
item without which, no construction work can be deemed complete. Since 1952, Elite Paint has
been providing longevity and protection to the country’s assets and positively impacting the
overall national GDP. Many professionals including painters, contractors, and different retailers
or dealers, started and built their careers with Elite Paint. There are plenty of them who have
thrived and reached the heights of success by choosing their trust in Elite Paint’s quality products.
A host of renowned architects, engineers, and top real estate developers and corporations
confidently select Elite Paint for all their projects and structures. Elite Paint is known for
protecting and adding timeless beauty to many of the nation’s famous landmarks. Also, Elite Paint
is the 1st company in Bangladesh to achieve Lead-Safe Certification. The company also takes
pride in its employees, some of which have been serving Elite Paint for over 40 years. Elite Paint
values all its employees and creates a culture that makes them feel like they are all part of a
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bigger family, which they can always count on. As a result, the company is acknowledged as being
one of the best employers in the industry for many years now.

2.9 Major products of Elite Paint & Chemical industries ltd

Production of paints and coatings is the core business of Elite. Elite Paint produce a wide range
of paints including decorative/architectural paints, industrial coatings, marine paints and powder
coatings. The main products of the company are:

Major categories Brand name

Decorative Master Coat, Silk Deluxe, Rebelite Synthetic Paint,
Smooth Exterior

Industrial Paint PowerCoat Powder, Road Making Paint, Tennis

Court Paint
Marine Paint Elite Marine Paint, Marelite Marine Synthetic
Metal Surface Paint Lucky Seven, Quick Drying
Wooden Surface Paint Synthetic Clear Vanish
Color Fest Paint COLOR FEST, Smooth Exterior

2.10 Recent Development

The thought of protecting valuable assets triggered Elite

Paint to push the limits and go beyond providing only
painting solutions. They launched “Elite Care”, a
complete range of construction chemicals that provides
solutions to all problems stemming from poor finishing
work. Super Strength, being the face of the range, is the
only VOC-free concrete admixture in the country. “Super
Strength” is a water-reducing and accelerating
admixture which helps to aid in curing concrete faster,
resulting in tremendous time and financial savings. The
other superheroes of this range are Super Seal, 3 in 1
Putty Mix, Salt Seal, Water Reducer, Super Plaster 2k,
and Super Latex. These products help ensure that
buildings are well protected from problems such as Damp, Crack Water Leaks, and any kind of
concrete-related damage.
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A new service, known as Super Application One Day
Painting Service, the first of its kind as the name
mentions, is now being offered by Elite Paint to
apartment owners so that they do not need to take
time out of their valuable schedule to look after
paintwork in their homes. An expert team goes into
the apartment with all the equipment and completes
the repainting job within 24 hours.

One of Elite Paint’s most proud moments occurred

during the midst of the pandemic, with joining hands
with Transocean Coatings to manufacture
internationally certified High-Performance Industrial
and Marine coatings in Bangladesh. Transocean
Coatings, the Netherlands-based association with the
famous ‘smiling dolphin’ as its trademark has a strong
presence in 60 countries all across the globe with a
strong focus on Marine, Protective, and Industrial
Coatings. In view of this collaboration, Elite Paint will
be entitled to manufacture locally 250 global standard
Marine, Protective & Industrial Coatings certified by
renowned class certifying societies. Transocean
Coating will also help Elite Paint build up world-class
service support for the specialized coating segments
in Bangladesh.

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Chapter 3: Overview of the Paint Industry in
Bangladesh

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3.1: The size and market share of Paint Market in Bangladesh
The paint market in Bangladesh has been growing at a rapid rate for several years. Increasing
urbanization and diverse industrial applications are driving the expansion of the paints and
coatings market. The current market size of the paint market is Tk 4500 crore, which is expected
to grow by 8 to 10 percent per annum as there is scope for an increase in consumption backed
by economic growth. As per data available, annual production of decorative paints is estimated
at around 240000 tons.

Total Paint Market Size Tk 4500 crore

Decorative Paints 82%
Protective Coating 8%
Marine Paints 5%
Coil Coating 3%
Auto Refinish & others 2%

There are around 40 companies, both MNCs and local, registered with the Bangladesh Paint
Manufacturers Association (BPMA). The market is mainly dominated by MNCs holding 82% of the
total market share and local companies are competing for the remaining 18% of the market.
Berger Paints Bangladesh Limited is the current market leader in the paint industry of Bangladesh
with 54% of market share. Among the local companies, Elite Paint & Chemical Industries Ltd. has
the highest 6% market share.

Others, 11%
Aqua, 5%
Pailac, 5%

Roxy, 5%

Elite, 8%

Asian, 16% Berger, 50%

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In the current market scenario, while MNCs are expanding their operations, most local companies
are struggling to sustain due to a lack of long-term planning, innovation, specialization, research,
and funding.

The paint industry has been making significant contributions to the national economy. It
generates Tk 700 crore in revenue for the government each year, while employing over 100,000
people directly and indirectly.
There are significant growth prospects in the paint sector in Bangladesh, given that per capita
paint consumption in the country remains comparatively low at 1.1 kg. By contrast, in India, the
figure is 4.2 kg, while in China, it is nearly 9.0 kg. There is untapped potential in the domestic
paint market that companies and investors could explore in the coming years

3.2: Overview of some paint companies in Bangladesh:

There are many paint industries in Bangladesh, Large companies as well as small companies.
Some of the competitors of Elite Paint are described below:

Berger Paints Bangladesh Ltd

Berger Paints Bangladesh Limited (formerly Jenson & Nicholson) established a paint factory in
Chittagong in 1970 and changed its name to Berger Paints Bangladesh Limited in 1980. It is a
multinational company and holds the largest market share in the Bangladeshi paint market.
Berger Paints Bangladesh Limited has two factories, a nationwide dealer network, and 12 sales
depots located across the country. Berger Paints Bangladesh Ltd has decided to set up another
factory in Chattogram's Mirsarai Economic Zone (MEZ).

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Asian Paints Bangladesh Ltd
Asian Paints Bangladesh Ltd. started its journey in the year 2002 as a joint venture with
Confidence Cement Ltd. It is also an MNC that holds the second-largest market share. Currently,
Asian Paints operates with a single factory and has a network of over 1,400 supportive dealers
along with 9 depots spread across the country. Asian Paints has started building a new
manufacturing unit in Chattogram's Mirsarai Economic Zone (MEZ).

Kansai Nerolac Paints (Bangladesh) Limited

Kansai Nerolac Paints (Bangladesh) Limited is a subsidiary of Kansai Paint, Japan. Kansai Nerolac
entered the Bangladeshi paint market in 2018 by acquiring a majority stake in RAK Paints Ltd.
which has been operating in Bangladesh since 2009. It currently has 7 depots in the country.

Rainbow Paints
Rainbow Paints, a concern of RFL Group was founded in 2016. It has 200+ showrooms across the
country. Besides traditional paint product categories, it is trying to tap into the spray paint
category in the country which is mainly import dependent.

Nippon Paint (Bangladesh) Pvt. Ltd.

Nippon Paint is a well-known paint manufacturer based in Japan. It is considered one of the
leading paint manufacturers in the world. In August 2014, Nippon Paint (Bangladesh) Pvt. Ltd.
began its commercial operation in Bangladesh.

Roxy Paints Ltd.

Roxy Paints Ltd. was founded in 1953 and currently operates two factory units. In addition to its
manufacturing facilities, Roxy Paints also has nine warehouses and distribution points.

Aqua Paints
Aqua Paints is a paint company established in 2005 by the successors of Late Serajuddin Ahmed,
who was the founder of Elite Paints.

Ujala Paint Industry

Ujala Paints is in operating in the Bangladeshi paint market since 2004. It is formed by the owners
of Nazrul Brothers Paint Industries.

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Jotun Bangladesh Limited
Jotun Bangladesh Limited is a subsidiary of the Norway-based paint and coatings manufacturer,
Jotun Group, another leading paint manufacturer in the world.It is operating in the Bangladeshi
paint market since 2012. In 2022, they opened their first factory in the country.

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Chapter 4: 7Ps of Elite Paint

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4.1 Product
The production and selling of liquid and non-liquid paints, varnishes, and coatings remained the
company's primary activity throughout the year. In order to compete with other painting
companies, ELITE PAINT has a product line that includes more than 50 items, ranging from
decorative to industrial to marine. Their factory in Chittagong produces all of their paint and
coatings. They have added a new product line to the higher end of their segmented product line.

The main products are below in the table:

Decorative Paint
Master Coat, Silk Delux, Rebelite SyntheticPaint, Smooth Exterior.

Industrial Paint

PowerCoat Powder, Road Marking Paint,Tennis Court Paint, Rupali Aluminum Paint.

Marine Paint
Elite Marine Paint, Marelite Marine Synthetic

Metal Surface Paint

Lucky Seven, Quick Drying

Wooden Surface Paint

Synthetic Clear Varnish, Yacht Varnish

Color Fest Paint

COLOR FEST, Smooth Exterior

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4.2 Price
Price strategy of ELITE PAINT can be spelled out in following manner. “Provide high
quality product at highly affordable price”. Determining appropriate pricing strategies
is challenging and dynamic in a renowned company because of deregulation, intense
global competition and slow growth in the market. These strategies include:

MRP Pricing:
Maximum Retail Price is basically a subject of Consumers’ Right Protection Act, 2009.
So far my knowledge goes, as per Consumers’ Right Protection Act, 2009, there is a list
of goods on which MRP and contents require to be written on the packet or bottle or
on it visibly. Elite Paint sets MRP which is a maximum price the final customer is to pay.
It includes everything including VAT, any other charges, fees etc.

Premium Pricing:
Company uses a premium pricing strategy as they want to charge higher prices than
their competitors for their products. The goal is to create the perception that the
products must have a higher value than competing products because the prices are
higher. The company is betting that the consumer will not investigate to find out if the
product is truly a higher-quality item. Marketing managers want consumers to believe
that the brand name by itself is enough to assure them that the product is better than
the competition's product.

Association Standard Pricing:

The company maintains the price sets by the Pricing Association in Bangladesh. Paint
companies are forced to follow this pricing strategy as all of the companies of paint
market set the price together by their rules and regulations.

Discriminatory Pricing:
The company follows Price Discrimination Strategy whereby firms sell the same
products or services at different prices in different markets. The company adopts the
price to ensure winning competition by letting consumers purchase goods at a lenient
rate. The strategy helps brands to sell more, leaving their rival brands behind. When
competition is high, the company tries to leave its competitor behind. As a result, they
keep the pricing as lenient as possible. In the process, the sellers divide customers into
different segments depending on their demographics and preferences. Furthermore,
they fix separate prices to be paid for a product or service purchased by those groups

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4.3 Place
With its strong distribution network, ELITE PAINT has reached almost every corner of Bangladesh.
Their nationwide dealer network, supported by sales depots strategically located in Dhaka,
Chittagong, Rajshahi, Khulna, Bogra, Sylhet, Barishal, Rangpur, Rajshahi Feni andComilla has
an unmatched capability of cater to the needs of the consumers of paints products almost
everywhere in Bangladesh. ELITE PAINT covers the wide geographicarea and day by day it
develops its business. For a local company it is very competitive expand their business, but Elite
Paint has done their job quite excellently.

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4.4 Promotion
ELITE PAINT is a homegrown company. So, it is quite difficult to directly involve in
advertising because of a private enterprise. ELITE PAINT undertakes promotional
activities to introduce their decorative paint with their target customers. ELITE
PAINT tries to sell itsproduct through various types of promotion.

Advertising:
Elite Paint presents its product attractively by the help of
advertising in different media. They recently launched a
newspaper called “RONG ER RAJA ELITE PAINT SHONGBAD”
where it publishes its different social activities which helped
consumer to know about company’s relation with society.
Except that ELITE PAINT publishes various ad promos on
YOUTUBE, LinkedIn, and Facebook. They also publish magazine
book which are delivered to the fellow Architects, Engineers,
Contractors, Dealers, Painters to provide enough knowledge
about certainproduct.

Sales Promotion:
Advertising Specialities:
Elite paint provide useful printed materials, gifts to customer namely shade card, calender,
their own designed notebook and diaries

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Free Goods:
ELITE PAINT provides gift voucher on some certain amount of purchase in certain dates. ELITE
PAINT also gifted their own manufactured Hand sanitizer namely “SAAF” to the Architect,
Engineer for safety in COVID-19 situation.

Allowance:
In case of large quantities of products Elite Paint provide 15%
allowance to the off the list price of the product.
Dealer Sales Count:

Every year ELITE PAINT fixes annual sales target for its dealer,
against which sales bonus & sales commission are declared. By
this means ELITE PAINT puts a competition in place among
dealers & promotes their sales.
Also Elite Paint give motivation to their dealers by introducing
Somriddi Club . Here dealer get point by sales.

Point of Purchase:
ELITE PAINT arranges point of purchase in order to display the company name. In this case it gives
attractive signboard for the dealers, which are put top of dealer’s shops name.

Attractive Packaging:
Elite paint provide attractive packaging, all of the Elite paint products come through an attractive
packaging to promote their product

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4.5 People
The people element in a paint involves the employee who interact with customers and the
overall organization. It is essential and crucial for company to have knowledgeable stuffs who
can provide guidelines advice and assistance to customers in choosing the right products and
addressing their queries and concern

Organization structure:
Like all other manufacturing organizations, EPCL has a conventional organization structure.
Generally six board meeting are called in EPCL during a year where chairman of the board of
Directors presided over the meeting In EPCL several committees like the Audit committee, Risk
committee, Remuneration committee, Executive committee and the Purchase committee are
formed along with Managing Director (MD) and other Executive & non-Executive Directors.
These committees sit at least once a month to approve various proposals brought by the
management prior to implementation. All the proposals are initiated by the mid level managers
and then forwarded to the Managing Director (MD) through the head of the divisions or
departments. The company has also a legal problems faced by the company and external
auditors to conduct audit activities of EPCL.There are four Non-Executive Directors, two
Executive Director and ten Managers work under the Managing Director (MD) of the company.
Among the ten managers three directly report to the Executive directors and other report to
the Managing Director. The Managers of each department monitor the work activities of
subordinates, convey top management decisions and provide necessary feed back to reach
organizational goals and objectives.

4.6 Process
The process component focuses on steps involved on delivering all types of paint commodities
to the final customer.
This includes the ordering process and labeling etc. Elite Paint has unique process to give final
commodities to the final customer . This graphs show that:

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 Chattogram Depot

Central
Distribution

Depots

Dealers

Corporation

Retailer

Contractor

End User

30
4.7 Physical Evidence
Physical evidence refers to the tangible elements that represent the paint company and its
products. It includes product packaging, labeling, point of sales materials, brochure, color chart
and overall branding aspects and prospects of the company, it ensure the company’s quality
brand image and supply the quality and professionalism to others.
Elite Paint has always amazing packaging and labeling display.

Public Relation:
ELITE PAINT helped Government financially by donating a lump sum amount for
Rohingya Refugee Camp & Flood affected people. ELITE PAINT hosted technical seminar
around country wide where they train up the Painter about product & painting
knowledge. Other than that, ELITE PAINT does Campus recruitment program for young
generations, which help adolescents to start up career in a pre-owned company. Also,
ELITE PAINT tries to maintain a good relationship with their stakeholder & investor by
greetings them on their achievement. ELITE PAINT sponsored an event called “Climate
Change Action” on World Architect Day.

Direct Marketing:
As now a digital era, ELITE PAINT also uses direct marketing in their business. They directly mail
or do a video conference or virtual presentation with their prominent consumer. They try to
maintain good relationship with customer through internet such as sending greeting on
Facebook, appreciate one’s achievement on LinkedIn.

Except above discussion ELITE PAINT also involved in some societal program such as they
participate in Bangla New Year program with Chittagong Fine Arts Institution. They also sponsor
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many events throughout the country. They sponsored a Sehri night event that was held in GEC
convention centre.

Elite paint also introduce many campaign for their end customers too. They are: Winter
Campaign, World Cup Camapaign etc.

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Chapter 5: Marketing Analysis of
Elite Paint

33
Segmentation, targeting and positioning strategies
Marketing strategies of ELITE PAINT is built on STP – Segmentation, Targeting and Positioning.
ELITE PAINT discovers different needs and groups in the market place, target those needs and
groups that it can satisfy in the superior way and then position its offerings, so that the target
market recognize the companies distinctive offerings and image.
Marketing strategies of ELITE PAINT depends on
1. Segmentation of products.
2. Target market selection.
3. Positioning their product.

5.1 Segmentation strategies of ELITE PAINT

Market segmentation is the process by which the company divides a big market into smaller
pieces, to which the company provides specific products and services – specifically tailored for
each segment. Elite Paint follows the segmentation strategies by segmenting their products on
three different categories.

Paint & Coatings

Decorative Industrial Marine

Water Oil or Oil or

Oil or Epoxy
Base Solvent Solvent
Solvent Base
Base
Base

Epoxy
Base

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5.1.1 Decorative Painting
Elite paints & chemical industries Ltd offers both interior and exterior paints. It leads the way for
introducing high quality color bank products and top coat finishes Decorative paints in
Bangladesh. Interior paints like plastic and distemper are used in wall, cement plaster etc. and
enamel is used for metal, wood, bamboo, hardboard etc. Those products ensure long life of
metal, wood, bamboo, hardboard, cement plaster etc. as well as its beauty. Its enamel paint
“Lucky Seven” has been a synonym for “rong” or paint for several decades in Bangladesh. “Master
Coat” is the highest selling brand in the exterior emulsion paint category

Figure: Decorative Paints Types

“Bonntile” texture paint ensures more than 30 years of protection with aesthetic value to boot
and the signature looks of many prominent buildings like Hotel Pan Pacific Sonargaon and Balaka,
Biman Bangladesh Hq are linked to this paint. “Silk De Luxe” is the luxury solution for interiors as
it enhances the ambiance inside. To offer vibrant shades in an economy range, Elite Paint also
introduced Distemper, Plastic Paints and Enamel separately for tinting. They offer products which
are water, weather and fungus resistant.

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 Gives a creative glaze, unique effects that
Silk Deluxe
transform surfacesinto
peace of art.

Plastelite Plastic Delivers the ultimate performance for

Emulsion brilliant, rich and
everlasting color.

Rebelite Synthetic User-friendly paint for flawless results and puts

Paste Distemper premium colorwithin a limited
budget.

High quality water borne paint, based on

Illumina Glitter
Interior acrylic emulsionwhich provides a
Paint beautiful glitter.

A clear coat based on acrylic binder which is a

Illumina Top Coat
ready productfor interior wall
coating.

The best exterior paint with Safeguard

Master Coat
Technology and 10 years
guarantee.
Exterior Ultimate performance for rich, vivid color and
Paint Smooth Exterior
exceptionaldurability for exterior
surfaces.

Self-curing cement based solid coating for

Supreme Elitecem
protection and
decoration.

Tinting:
Elite Color Fest introduces to the global way to paint with an unlimited choice of shades to match
customer’s taste- instantly. To find the distinct color, Elite Paint brings in Colorfest – the country’s
most advanced POS tinting solution – COROB First 70 Machine. This offers color beyond color
and POS tinting system offers six products each having 1050+ shades. The uniformity of color
varies from person to person, while the base may remain the same. The shades define the

36
personality while the usage defines the vision. All of us have a distinct personality. So, while
choosing the colors that will set the environment, eventually have distinct shades in mind.
Therefore, to find the distinct color, Elite Paint brings in Colorfest – the country’s most advanced
POS tinting solution. Opening up world of colors. Elite Colorfest offers a wide spectrum of shades.
From the ordinary to the extraordinary, from the eye catching to the subtlest of shades, Colorfest
has it all.
Under this Brand Elite Paint offers four decorative products. They are, Silk Deluxe, Plastic
Emulsion, Synthetic Paste Distemper (SPD), Master Coat, Smooth Exterior Paint, &Synthetic
Enamel Paint. All these new products give the walls a touch of elegant ambiance. There are 1050
shades for each product as well as shade from the respective regular product shade card. It has
16 canister of Colorant. Made with the finest quality raw materials, Elite Paint Color fest products
put forward a colorful sophisticated atmosphere while ensuring highest durability and better
coverage ever offered. Hence one can choose color that steals the heart from Elite Paint Colorfest
and celebrate the vibrant world with color beyond colors.

37
5.1.2 Industrial Painting:
This is a different segment of Elite’s wide range of paints mostly used for the industries both as
raw materials and as protective paints for the equipment and buildings. Protecting industrial
assets is increasingly becoming critical owing to rising asset costs, harsh weather conditions and
mounting chemical pollution. Therefore asset owners are looking at specialized protective
coatings specific to their requirements. We perceive this to be just the right environment for Elite
Paints to demonstrate its growing technical strength. Protective Coatings from Elite paints offer
a choice of high-performance, heavy-duty coatings, designed to protect assets against the
specific corrosive environment they are exposed to. Elite Paints Protective Coatings are tested
under extreme conditions to ensure that they are durable and can withstand the vagaries of the
different climatic conditions. Today the range of coatings finds use across diverse industries such
as nuclear, thermal or hydel power plants, chemical, petrochemical or fertilizer plants, refineries,

sugar, pulp and paper industry, offshore structures, pharmaceutical etc.

38
Some of the prominent clients of Industrial Paints are Meghna Group, Pran RFL, Radisson Hotel,
Pan Pacific Sonargaon Hotel and Bangladesh Railway.

Elite Paint offer following Industrial Products to the customer:

Prepared from selected resin and pigments, possesses excellent

Industrielite
colortension qualities.

Hammellite Hammer Ideal for protection and decoration of all Ferro structures and
Finish non-absorbent surfaces.

Industrielite Black An inexpensive paint based on resinous materials and synthetic

Bituminous Paint asphaltswhich is anti-corrosive in nature as well as resistant to
water.
Made of special resigns and other ingredients that imports tough,
Powercoat Powder
longdurable and highly resistant to aggressive environment and
Coating
weather condition.

Resistant to water permeability, shock, abrasion and non-bleeding

Road Marking Paint
bitumenformulated for traffic lines sign marking on road
surfaces.

Rupali Aluminium Based on special type of oleo-resinous medium and aluminum paste
Paint whichhave excellent leading properties.

Tennis Court Paint A specialized Elite product meant for making the court colorful.

39
5.1.3 Marine Paint:
Bangladesh is a riverine country with a large no. of big & small rivers and their tributaries.
Moreover, it has a large sea coastal area with Bay of Bengal. Because of this facility a good
proportion of transportation is being done by sea & river. Bay of Bengal is well known for its fish
reserves. Our fishing trawlers & boats are engaged in fishing in Bay of Bengal. We have two sea-
ports and a good no. of river ports. A good no. of ships are coming to and going out from these
seaports. Large no. of sea-coasters, launches, trawlers, barges, and country - boats are plying
everyday through sea-coasts and rivers.
So huge activity could be seen in sea-ports, river- ports, dockyards & dry-docks. Besides there are
shore and off-shore constructions, Pontoons, Buoys, oil/gas rigs, underground or underwater
pipelines. To cater to the need of maintaining these vessels & other constructions EPCIL has
introduced a wide range of Marine paints suitable to withstand rigorous marine weather both at
sea & sea-coasts and also at river & river-ports. EPCIL is here to help customer’s choose the kind
of protection they need for their belongings. Corporate buyers like Bangladesh Navy, Western
Marine, Chittagong and Khulna Shipyards Ltd. and many small and medium shipping and
shipbuilding companies rely on “Marelite” marine paint brand of Elite Paint.

40
 Elite Marine Paint A solvent based metal finish that offers clean shades and
excellent gloss.

Marelite Marine
A solvent based super gloss paint based on high quality alkyd
Synthetic Enamel Paint resin.

5.1.4 Other Paints:

Industrielite Damp This epoxy Damp Stop provides a moisture barrier for interior and
Stop. exterior concrete or masonry surfaces. It has outstanding chemical
resistance
,toughness and flexibility coupled with ability to retain decorative appeal.

Super strength Super Strength is a ready to use liquid accelerating concrete admixture.
It brings down setting times in general and specially under cold
weather, leading to early high and ultimate increased strength. In
addition

Salt Seal To protect the wall from salt, it is the best foundation for base coat
Floor paint This paint is suitable for all smooth plastered surfaces,concrete
brickworks,hard and soft board etc.
3 in 1 Putty Protect the wall from growing efflorescence due to inherent salt
andmoisture that may persirt in the wall.
Super Latex It protects the wall from salinity as well as growth of microorganism.

5.2 Target Market Selection Strategies:

EPCIL has segmented their products in such a way through which they can target all the classes
of customer. They can provide products to lower middles and also for high class people. They
have produced products by keeping customer’s choices in their mind. They don’t want to lose

41
any class of customer. Elite has chosen target markets to co-operate in the interest of overall
company in a socially responsible manner. The total size of the paint industry in Bangladesh is
estimated at $471 billion in 2020.

Elite market share in the synthetic enamel category is increasing gradually. As this product is
accountable for the major share of the paint market, its continued success will result in
significant growth of the overall market share of the company. This will also enable Elite to battle
its competitors by weakening then in such a strategically important segment.

Marine Paint 4.41%

Industrial Paint 12.70%

83.42%

Decorative Paint

Figure: Market Contribution by Each Paint Type

5.3 Positioning Strategies

Elite Paint designs the company’s offerings and image to occupy distinctive place in the mind of
the target market. For positioning in the mind of the target market Elite has differentiated its
variables.

Product Differentiation:
Product differentiation on the basis of size, shape, color shade, convenient size of their paint
container, plastic container and so on. It also maintain its better quality product, finest color
shade, durable & long lasting paint, and they are also responsible to the customer wants and
satisfaction. ELITE PAINT is the first ones who have brought the Tinting machine to make
different shades of color. They can make 1050 shades with this machine. They brought many
“first of first” products in Bangladesh.

42
Service Differentiation:
Every company in the service market differentiates their service to be the best service company
and capturing most of the market share. EPCIL differentiates its service comparing to the other
competitors.
These are:
●Ordering ease: Ordering ease of EPCIL refers to how easy it is for the customer to place an
order to the company. They have redesigned their website for the convenient of the customer.
Customer can easily order through EPCIL’s website. They also get an approximate cost of their
paint. They can see how their buildings will look after the paint in their website. They are first
ones in the market who have brought painting in a day for the pandemic. Customers can easily
order and receive its product with going to the market.
●Customer consulting & delivery Service: With a view to bolstering customer satisfaction,
EPCIL has consultants and they provide their best suggestion to the customer. They deliver their
products within time at customer’s preferable location. They provide consultant service more
for the decorative paint. For this type of paint customer gets the opportunity to have a meeting
with the design team. For any type of problem customers can communicate with them through
the hotline number. The field-level people try to solve customer’s problem with their
knowledge and if they can’t solve it then they hand it over to the experienced people. To
optimize customer's service, they have established Technical Service Department and provide
necessary Technical support to its customer's site / premises.
Elite Preview:
It is a digital painting service of Elite Paint before painting. In this service, when a customer
need a sample of paint design for his own building or any construction, Elite Paint team takes
the location and a picture of his building and then match the building with different design and
show the customer what will actual view of his building or construction

43
Modern Art:
To add style to room and create special interests with its decorative wall designs, “Elite
Illumina” signature brings in various ideas for adding flair to a residential or commercial
space. Customers can choose the color that steals their heart from Elite Paint's Color
fest and celebrate vibrant world with color beyond colors.
Elite Illumina:
Elite illumina Signature Walls have 50 decorative ideas for adding flair to a residential amd
commercial space. This service includes:
Elite illumina-Design Paint Package Service
Color combination suggestions trained painter support

Illumina Glitter:
It is a water-based metal glitter effect paint which is suitable only for interior space Illumina
Designs or Texture Designs. It is applicable on cement plastered walls, concrete, blocworks,
Gypsum boards, rendered surface, MDF, Plywood &, etc.

44
Kids Wonderwall:
In the kingdom of imagination kids are the emperor. From nature to supernatural, deep ocean
to outer space their train of thought travels everywhere. Elite paint matches the walls of your
kid’s room with their wide variety of designs and let them explore the path towards the
marvelous world.

45
Chapter 6: Finding, Recommendation
and Conclusion

46
6.1 Findings
Based on survey, study and understanding of Paint Market in Bangladesh, I have figured out
some findings. These are as follow :
1) Elite paint is the only Bangladeshi local company that sells all types paint commodities.
2) Elite Paint creates and designs their product according to customer needs & choices with the
intentions that product would be accepted easily.
3) June and August is lean season for selling because it’s rainy season in Bangladesh

September to December, January to May are considered as ideal time for selling paint
commodities.
4) Elite Paint is not a Public Limited Company as it is reluctant and no intention to sell
ownership and does not bound to share the profit other
5) Media is less interested to focus on private company like Elite Paint as there has little public
financial benefit.
6) Elite Paint does not share their financial report and policy except Government.

7) Due to the company's high maintenance costs, it scarcely maintains Exclusive Dealership as
part of its cost-cutting method. The exclusive dealer is played by the closest dipo

8) Because it cannot obtain the anticipated Return on Investment (ROI) from that method, Elite
Paint does not employ brand ambassadors. And their way of life might harm the company's
reputation.

9) Elite Paint, like with other regional paint businesses, receives less government assistance
than multinational corporations (MNCs).
10) Elite Paint, a local business, always competes with MNCs for investment.
11) Its goal is to dominate the paint industry. Therefore, they will first compete with the
competitor that is closest to them before progressively moving up to the higher competitors.
12) Elite Paint rarely organizes any product launching programs when it comes to product
promotion.

13) Elite Paint places a high value on innovation, but in comparison to its rivals, it has a very
slow rate of product diversification.

47
14) Elite Paint gives many painters training so they may better comprehend their paint and
painting process.
15) Water-based paint is given greater priority than oil-based paint.

6.2 Recommendation
Some suggestion have been given from my acquired knowledge and experience that I learnt
from internship. They are:

1. Practical Sales System

Elite Paint might overhaul its sales process. It may restructure by hiring more people,
implementing a more regular sales and delivery system, enhancing end-user activist activities,
visiting markets more frequently, and improving communication with distribution.
2. Improving Financial Stability
Asian Paints and Berger Paints are Elite Paint's two primary rivals. Both of them are MNCs with
substantial funding. In order to compete with them, Elite Paint should ask the government for
assistance. If the business could obtain a government loan with a single digit interest rate, it
would be much simpler.
3. New Product Line
It is crucial to protect surfaces from tropical climate since Bangladesh has a temperate
monsoon environment with significant seasonal variations in rainfall, heat, and humidity.
4. Enhanced Distribution and Transportation Infrastructure
Since times are getting harder moving forward, Elite Paint dealers believe the corporation
should boost delivery transportation. Additionally, as clients want their products close at hand
and quickly, Elite Paint needs to improve its distribution and speedy delivery systems.
5. Contemporary Marketing Strategy
The utilization of social media in this digital age is incredibly effective for acquiring new and
loyal customers. Therefore, it should use social media, such as actively maintaining a verified
YouTube channel, Facebook, Instagram, LinkedIn, and Twitter, to more effectively convey
information about the product and service quality to encourage the customer. To enlighten the
target audience, it should also place a strong emphasis on offline marketing strategies including
billboard advertising, shop painting sponsorship, and newspaper advertisements.

48
6. Technological Advancement
As we live in a digital age, technology must be developed. With the use of technology, Elite
Paint should make an attempt to speed up the ordering and delivery of products to customers.

7. Raising Public Awareness of Lead Safe Paint

To draw in new or more clients, Elite Paint may use moving TV advertising to raise awareness of
their lead-safe product. To reach the target market, it might expand ATL marketing.

8. Program for Product Launch

Elite Paint needs to use specific channels for its product launch strategy. A significant source of
product promotion is the product launch campaign.

9. Paying more attention to rural areas

Urban areas are currently the focus of Elite Paint more than ever. However, it ignores rural
infrastructure and development, which will represent a sizable market as the nation moves
toward industrialization. In order to improve brand perception and sales, it should equally
concentrate on rural areas.
10. Establishing a counseling center
A counseling center might serve as a link to improve trustworthiness with clients. Elite Paint can
appoint experience center for improved results.

11. There are more products available on the market.

Customers occasionally purchase whatever they discover at the closest store. More product
availability in the situation might be advantageous for the business.

12. Boosting Incentive

Elite Paint may enhance their incentive program with tokens and presents in order to retain
positive relationships with dealers, contractors, and clients.

6.3 Conclusion :
I gained a lot of knowledge about the paint business through the internship. Working in a
completely new atmosphere was a novel experience for me.
One of the top paint manufacturers, Elite Paint, is always looking for new methods to satisfy
customers. The resources of Elite Paint are dedicated to sustaining product diversity, research,
and development. This industry, which is quite competitive, enjoys friendly rivalry with other
brands. It can effectively compete with brands from throughout the world.
All around the nation, Elite Paint has a robust distribution network. The company's products are
being sold by a large number of secondary dealers that are based on the outskirts of the major

49
markets. In addition to self-leveling epoxy paint "Floor Mask," "Powder Coatings," and
construction-related chemicals like "Super Strength" and "Super Water Reducer," it has
launched a number of new goods on the market.
The paint industry has a lot of potential because consumers like to experiment with fresh hues
in their houses. Quality products are constantly in demand, and Elite Paint offers consumers
cutting-edge, high-quality products.

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