Report On Marketing Mix Strastegy of Building Construction Limited

Internship Report
On
Marketing Mix Strategy of Building Construction Limited
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©Daffodil International University
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Internship Report
On
“Marketing Mix Strategy of Building Construction Limited”
Supervised By:
Md. Rayhanul Islam
Senior Lecturer
Department of Real Estate
Faculty of Business and Entrepreneurship
Daffodil International University
Prepared By:
Mst. Maliha Momtaz
ID: 163-27-313
Date of Submission:
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Letter of Transmittal
Date:
Md. Rayhanul Islam
Senior Lecturer
Subject: Submission of Internship Report
Dear Sir,
It gives immense pleasure to me that, I could successfully complete and submit the internship
report on “Marketing Mix Strategy of Building Construction Limited”. ” I have collected
information mostly from the management of Building Construction Limited. I’m glad to mention
that three months of work in “building Construction Limited” Real Estate Company was a
magnificent experience for me because it is one of the most reputed organization in Bogra. I
believe that the experience I gained from this internship program will be an invaluable asset in
my life.
It has to be mentioned that without your expert suggestions and kind cooperation, it would not be
possible to complete this report. Please give me your judicial recommendation on my effort and
grant my paper.
Sincerely yours
______________
Mst. Maliha Momtaz
ID: 163-27-313
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Letter of Authorization
Date:
Md. Rayhanul Islam
Senior Lecturer
Subject: Declaration concerning the validity of the internship Report
Dear Sir,
This is my definite declaration that the report I have prepared is not a duplicate of any internship
report made by any other student.
I also express my sincere conviction to support the fact that this report has never been used
before to satisfy any other academic-related purpose and will not be distributed to any other
person or author in the future.
Sincerely yours,
Mst. Maliha Momtaz

ID: 163-27-313
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Letter of Approval
This is to certify that Mst. Maliha Momtaz, ID: 163-27-313, Program BRE is a regular
student of Department of Real Estate, Faculty of Business & Entrepreneurship, Daffodil
International University. She has completed his internship at Building Construction Limited
Bogra, and she has prepared his internship report under my supervision. Her assigned topic is
“Marketing Mix Strategy of Building Construction Limited”. The information presented in this
internship report appears to be authentic. Thus, the internship report has been accepted for
presentation in the internship defense.
I wish her every success in life
_________________________
Md. Rayhanul Islam

Senior Lecturer
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Acknowledgement
It is an extraordinary delight to have the ability to submit the internship report successfully. In
the process of preparing this report, at the very beginning, I am grateful to Almighty Allah for
giving me the strength and patient to make such an authentic report.
I would like to convey the heartiest gratitude to my honorable supervisor Md. Rayhanul Islam,
Senior Lecturer, Department of Real Estate, Faculty of Business and Entrepreneurship,
Daffodil International University, for continuous guidance to prepare this report properly.
I might want to demonstrate my appreciation to T.M. Ali Haider, Managing Director of

Building Construction Limited. I’m grateful to my organizations Director, Md. Abdur
Rahman, Building Construction Ltd. and all other employees. They helped me a lot though the
time of work by giving their tender hand time to time.
I would also give thanks to the university authority for providing an excellent computer lab and
library facilities.
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Executive Summary
Building Construction Limited is one of the most renowned company in Real Estate Industry.
BCL registered and started their operation on 2005 under joint stock companies. BCL is the
largest real estate company in Bogra and they captured maximum market share in the city. The
well experienced and expert administration is one of the most key point of their success. The
work force are adaptable in their administration style that is flexible. They selected youth
manpower for their mid-level administration to be more engaged with clients in order to ensure
maximum possible profit. Building Construction Ltd. has currently 28 permanent employees
including officers, surveyors, staffs and driver. Strong demonstration, arrival and acquisition
framework help the organization achieve its goal. Either way, the liaison office is not organized
which has brought high production costs. They don’t see the linking exercise clearly showing
signs of profit improvement by using a link-edge approach to capture the market authority they
need to develop this office. The organization has currently 12 projects where 4 projects have
been completed and 8 projects are under development. The organization’s work is located in
Bogra. BCL is providing high quality housing and office building at a competitive price at top
notch locations. Building Construction Ltd. is determined to achieve client satisfaction through
building trust and good relation to accomplish maintain success for all time.
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Table of Contents
LETTER OF TRANSMITTAL........................................................................................................................ IV
LETTER OF AUTHORIZATION.................................................................................................................... V
LETTER OF APPROVAL............................................................................................................................... VI
ACKNOWLEDGEMENT............................................................................................................................... VII
EXECUTIVE SUMMARY............................................................................................................................. VIII
CHAPTER – 01................................................................................................................................................. 3
1.1. INTRODUCTION.............................................................................................................................................4
1.2. BACKGROUND OF THE STUDY...................................................................................................................5
1.3. SCOPE OF THE STUDY................................................................................................................................5
1.4. OBJECTIVE OF THE STUDY........................................................................................................................5
1.4.1. General Objective:...............................................................................................................................5
1.4.2. Specific Objectives:.............................................................................................................................5
1.5. JUSTIFICATION...........................................................................................................................................6
1.6. METHODOLOGY OF THE STUDY................................................................................................................6
1.6.1. Primary Sources of Data.....................................................................................................................6
1.6.2. Secondary Sources of Data.................................................................................................................6
1.7. LIMITATIONS OF THE STUDY................................................................................................................................7
CHAPTER 02.................................................................................................................................................... 8
COMPANY PROFILE...................................................................................................................................... 8
2.1. AN OVERVIEW OF REAL ESTATE INDUSTRY OF BANGLADESH..................................................................................9
2.2. OVERVIEW OF BUILDING CONSTRUCTION LIMITED................................................................................9
2.3. MISSION AND VISION...............................................................................................................................10
2.3.1. Mission...............................................................................................................................................10
2.3.2. Vision..................................................................................................................................................10
2.3.3. Objective of the Company.................................................................................................................10
2.3.4. Goal....................................................................................................................................................10
2.3.5. Business Philosophy..........................................................................................................................11
2.3.6. Core Competency..............................................................................................................................11
2.3.7. Strategic Planning Process...............................................................................................................11
2.3.8. Organogram of Building Construction Limited..............................................................................12
2.4. DEPARTMENTS OF THE COMPANY.............................................................................................................13
2.5. FEATURES PROVIDED BY BUILDING CONSTRUCTION LIMITED.............................................................15
CHAPTER 03.................................................................................................................................................. 16
3.1. MARKETING STRATEGY..........................................................................................................................17
3.2. OVERVIEW OF MARKETING STRATEGY OF REAL ESTATE INDUSTRY........................................................................17
3.3. OVERVIEW OF MARKETING STRATEGY OF REAL ESTATE COMPANY........................................................................18
3.4. STRATEGIC PLANNING OF BCL..............................................................................................................20
3.5. OBSERVATIONS........................................................................................................................................20
3.5.1. Market Segmentation........................................................................................................................20
3.5.2. Target Market....................................................................................................................................21
3.6. CUSTOMER RELATIONSHIP........................................................................................................................22
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CHAPTER 04.................................................................................................................................................. 23
4.1. MARKETING MIX STRATEGIES OVERVIEW..............................................................................................24
4.2. MARKETING MIX STRATEGIES FOR BUILDING CONSTRUCTION LIMITED............................................25
4.3. MARKETING TOOLS.................................................................................................................................29
CHAPTER 05.................................................................................................................................................. 32
5.1. FINDINGS OF THE STUDY.........................................................................................................................33
5.2. RECOMMENDATIONS OF THE STUDY.......................................................................................................34
5.3. CONCLUSION............................................................................................................................................35
REFERENCES................................................................................................................................................ 36
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Chapter – 01
Introduction
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1.1. Introduction
As one of the world's most populous countries, Bangladesh has already used 25% of its land to
human settlements and related uses. Living in cities helps to save land for residential areas. This
is because of high density. Urban overcrowding is more than 12 times that of rural people. But
urban populations will more than double in the next 20 years and the trend will continue. By
2040 Bangladesh is likely to have its population 200 million or more within which in urban areas
there will be about 100 million people.
Because of this increasing nature of population, it is becoming a big challenge for us to keep
making housing for increased population at the same time maintaining land for the food supply.
Therefore, housing problems and prospects are discussed in details.
In the future there will obviously be a need for population growth in rural and urban areas,
especially in urban areas. The increased accommodation can be meet up both horizontally and
vertically using multi storied buildings
There is no magical solution to the current and future housing crisis. Future residents should
therefore adapt to living in flats. We would all like to live in a private home with front lawn and
back garden, but as urban land is scarce and costly, highly developed solutions need to be
considered. Building Construction Limited working to resolve the issue of increased population
by planned development in real estate sector.
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1.2. Background of the Study
The main purpose of the internship program is to provide the related work experience in term of
relating the theoretical learning at the university with the practical works. With the learnings
during training at Building Construction Limited, I will try my best to use my skills, theoretical
knowledge and practical experience to make the report in a more credible relevant details. All
my efforts will be successful if the report achieves the purpose of the program.
1.3. Scope of the Study
This report will give us a clear picture of Marketing Mix in general and in particular activities of
Building Construction Limited, Bogra. The scope of the study is limited to organizational setup,
activities, and operations. The scope of this study is:
 Maintaining good relations between employees and management.
 Improving the design of an effective work station.
 Effective marketing mix strategy.
 Handling good human resource management.
 Manage and set staff in accordance with their duties.
 Maintaining the link properly.
1.4. Objective of the Study
1.4.1. General Objective:
The general purpose of the study is to determine the status of marketing mix strategy in respect
of Building Construction Ltd. The purpose of this report is to learn about marketing mix strategy
of Bangladeshi Real Estate companies. Understanding marketing strategies in the current
situation in Bangladesh.
1.4.2. Specific Objectives:
 Identify and analyze marketing mix strategies in the Real Estate industry in Bangladesh
focused on Building Construction Limited.
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 Identify problems related to marketing mix strategies and development resources for
Building Construction Ltd.
 Finally, to make some recommendations Building Construction Ltd.
1.5. Justification
This report is largely based on Real Estate's marketing strategy and special focused on Building
Construction Ltd. So, I chose the title “Marketing Mix Strategy of Building Construction
Limited.” The report also outlines the focus of internship research, Marketing Mix Strategies for
Building Construction Ltd.
1.6. Methodology of the Study
In this study, a methodology is followed to achieve and effectively carry out paperwork. Both
primary and secondary data were used where necessary.
1.6.1. Primary Sources of Data
 Face to Face communication with owners of Building Construction Ltd.

 Interview with the customers with questionnaire survey.
1.6.2. Secondary Sources of Data
 Website of Building Construction Ltd.

 Prospects of Building Construction Ltd.
 Collected from Executives, Managers.
 Different articles.
 Different manuals and circulars of Building Construction Ltd.
Thirdly, a participative discussion was conducted with T.M. Ali Haider, Managing Director of
Building Construction Ltd. from which I have collected information about marketing mix
strategies of the company and overall Real Estate industry of Bangladesh.
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1.7. Limitations of the Study
Lots of facility have been availed to prepare this report successfully and also some obstacles
have been faced during the study period. These obstacles are also termed as limitations of the
study.
Some of the limitations are as follows:
 Scheduled time was not enough to cover all data.

 This report is based on qualitative data and further research is may require.
 Management of the organization did not revealed any confidential data.
 Web information or any article were not rich enough in term of sufficiency.
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Chapter 02
Company Profile
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2.1. An Overview of Real Estate Industry of Bangladesh
Housing is a basic human need. Everyone deserves a minimum standard of living. However,
reaching that is not easy for most people in a developing country like Bangladesh. Real Estate is
an industry that has always been very expensive to invest and has affected the country's
economic development due to the employment of thousands of people. The industry has been
developing in recent years in Dhaka, with a great demand for Real Estate, which has created
many construction companies ready to meet this need. The trend for urban growth is about 3.55
percent per year. 34.3 percent of the total population of the city and the population of the
metropolitan area are: 19.578 million in Dhaka, 4.816 million in Chittagong, 975,000 in Khulna,
880,000 in Rajshahi, 776,000 in Sylhet. This rapid urbanization requires the expansion of
housing and housing, which could create major markets for the Real Estate sector. The current
value of real estate, rental and business services sector 2 in Bangladesh is 562,968 million taka,
GDP 6.37 percent and growth rate of 4.47 percent. Bangladeshi real estate products meet market
needs for Bangladesh's socio-economic development. The sector has been providing housing,
informal land development, business growth, attracting domestic and foreign investment and
contributing directly to GDP through job creation.
This paper collects data and analysis data and analyzes marketing strategies for Bangladesh Real
Estate companies. This paper examines the role of internal and external factors affecting Real
Estate marketing mix strategies. The research options currently apply to these market-based
companies, which were designed to analyze their marketing strategies and plans to achieve their
goals.
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2.2. Overview of Building Construction Limited
Building Construction Limited (BCL) is a Private Limited Company which has been registered
under Joint Stock Company at Dhaka at 1st September, 2005. One of the major stock holder of
the company is TMSS (Thengamara Mohila Sabuj Sangha). At the beginning this company has
started its operations with land development. Construction works, and Real Estate Development.
But at the recent age Building Construction Limited has spread its activities towards automatic
brick production line, shopping mall, recycling paper mills etc. BCL is also operating clean fuel
project such as CNG and gasoline Station and automobile workshop.
Owners of the organization are willing to reinvest profit of the company rather than dividend
sharing because they desire to create different products, services and employments for the nation.
The company follows a slogan “Creating Opportunity” and they are committed to obtain the
slogans through management skills and proper fund flow. It is a matter of proud for the company
that there are around 900 people working in different position in BCL Group. [ CITATION BCL \l
1033 ]
2.3. Mission and Vision
2.3.1. Mission
Efficiency development of human being to engage in a right work in time to produces products
and services.
2.3.2. Vision
Happy and proud citizen of the nation and establish model businesses.
2.3.3. Objective of the Company
Objectives of the study are as follows:

 To achieve the objectives of the organization in specific structures and in the
organization.
 Efficiency of employees using their skills and abilities.
 Job satisfaction provides employees with fair values.
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 Provide well-trained and well-organized organizations and trained staff.
2.3.4. Goal
The goal of Building Construction Ltd. is to improve the quality of life and to create a
sustainable environment in the communities they serve by maintaining good relationships with
valued customers.
2.3.5. Business Philosophy
 Profit Maximization
 Cost Minimization
 Wealth Maximization
 Create customer value and satisfaction
2.3.6. Core Competency
Building Construction Ltd has the power to build good relationships with their customers and
strong communication systems. They are able to deliver high quality products at a very
affordable price while committing to hard work. To give them pride, they formed a coalition
with a well-known organization and an active distribution channel.
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2.3.7. Strategic Planning Process
2.3.8. Organogram of Building Construction Limited

Under the guidance of Managing Director T.M. Ali Haider, all the works are being done through
top executive like Director Operation, Director (Finance), Director Project Development,
Director Sales and Marketing, GM Constrictor, Sub Divisional Engineer. Deputy General
Manager, Project Engineer, Deputy General. Chief Architect Manager (Sales and Marketing),
Officer, Sr. Executive, Executive, Chief Architect, Architect Cad Operator, Foreman,
Supervisors and so on in the tree of organogram of Building Construction Ltd.
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Name of share holders
SL No. Name Activity

1 TMSS NGO
2 T M Ali Haider Business
3 Alhaz Tariqual Islam Business
4 Mrs. Gulshan Ara Parvin Business
5 Alhaz Abdur Rahman Business
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2.4. Departments of the company
Building Construction Ltd. contains 7 major departments. The name of those departments &
activities are as follows:
 Public Relation
 Marketing & Sales
 Administration & Business Development
 Finance & Accounts
 Procurement
 Human Resources Management (HRM)
 Documentation & Recovery
 Public Relation
The main purpose and operations of the public relation department are internal and external
registration, office administration, and handling client with direct consult or phone call. They
also maintain a daily revocation file, which is known as the Central Reconnaissance System.
 Marketing & Sales
Building Construction LTD is very rich with their marketing department. An outstanding sales
team and aggressive marketing campaign have created great sales with largest market share in
Bogra. Building Construction Limited is the market leader among real estate companies in
Bogra,
 Administration & Business Development
The administration department of Building Construction Limited always supervises the whole
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Organization. They always try to keep organization environment fair for all. If any employee
makes a mistake, the department takes necessary steps to solve the problem.On the other hand
company provide award for performance to the employee who has worked with passion.
 Finance & Accounts

 Building Construction Ltd. software.
 Final checking of Bank reconciliation.
 Checking of Bank Debtor order voucher.
 Checking the company financial accounts.
 Give clearance for surrender.
 Give clearance for registration.
 Procurement Department
 Buying Land
 Registration of the sold land
 Human Resources Management (HRM)

 Maintain smooth communication between their employment agencies and their
employees.
 Foundation for treating all staff fairly and equally.
 Guidelines for supervisors and managers.
 Foundation for the employee handbook development.
 Foundation for regular review of potential changes affecting employees.
 Background for supervisor training programs and employee orientation programs.
 Documentation & Recovery

 If a customer fails to pay within due date of stipulated time, this department
provides an extension of time.
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 If a person want to change his/her payment time schedule by changing the plot,
this department helps with all the necessary steps.
 While providing all the clients with registration fees, this department also creates
note sheets for registration.
2.5. Features provided by Building Construction Limited
 The locations of Building Construction Ltd. are top notch places of the city.
 The project maintain biodiversity
 The Park & playground nearby.
 The location have eco-friendly environment.
 CCTV coverage
 Planned traffic management
 Fire extinguish tool.
 Electricity, gas & water connection are available.
 Telephone & internet services.
 Registration complete after making full payment.
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Chapter 03
Overview of Marketing Strategies
3.1. Marketing Strategy
According to “Investopedia” Marketing alludes to the exercises of an organization related with

buying and selling an item or services. It publicizes, sells and makes items. Those working in the
organization's promoting offices attempt to draw in objective crowd's consideration by utilizing
mottos, bundling plans, big names, and general media presentation. [ CITATION Inv \l 1033 ]
Marketing strategies are long-lasting, looking forward to planning with the primary goal of
achieving lasting competitive advantage. Strategic planning involves analyzing the company's
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initial position before creating, evaluating, and selecting market-based competitive positions to
contribute to the company's goals and objectives. [ CITATION Wik \l 1033 ]
3.2. Overview of Marketing Strategy of Real Estate Industry
There are many reasons to define the need for marketing strategy of Real Estate businesses. Each
of them is discussed below:
A. Market Share
Each market is partitioned into shares, which are advertised by market players. This war is
strengthening for piece of the overall industry. Because of the opposition, the edges are poor, and
accordingly the portion of piece of the overall industry gives influence to the organization. Land
organizations need advertising methodologies to expand piece of the overall industry.
B. Business Expansion
When dealing with all parts of the business, it should be extended at a quick movement. It
includes different kinds of conveyance, procurement, or presentation of new product offerings,
every one of which should be overseen little. Any individual who needs to extend any business
should guarantee that the advertising technique is occurring appropriately and to guarantee
legitimate speed. Business "Uncertainties and Bits" should be prepared for business, if the
extension is quicker or quicker than the figure.
C. Innovation
Showcasing methodology isn't only the finish of business the executives. It is fine to be a "my
own" image. In any case, in the event that you truly need to be at the highest point of the
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business pyramid, you need development in all levels - items, supplies or assembling to give you
upper hand.
D. Customers
Lastly, you need to remember that what you do is in the hands of the customer because of the
success and failure. Customers from energy producers transferred. And because of the good
work ethic over time, most customers have always wanted to be like a crooked criminal. They
just want the best for you. You need marketing strategies to give your customers the best.
3.3. Overview of Marketing Strategy of Real Estate Company
The Real Estate market finds a lot of downside and depends on a variety of factors such as
interest rates, economic status, and job growth. In addition to current market behavior, young
people and professionals can use a variety of strategies that can lead to business. These major
problems test other strategies that can be used to expand Real Estate business.
A. Identify the target market
This is probably the strategy that will work as a Real Estate agent. Many real estate agents focus
on a particular market and become a market expert. It gives you an idea of what is currently
going on in the market, what risk is involved, and most importantly, where the market is short-
term and long-term.
B. Budget for marketing costs
Another good reason to successfully develop a Real Estate business is to develop and stay on a
marketing budget. There are hundreds of ways to spend dollars on real estate websites, email
marketing, social media marketing, and background marketing, as well as your marketing.
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C. Website and use social media
Apart from being on the market, with the help of the Real Estate Company's technical website,
dedicated Internet presence on social media sites, as well as social networking sites such as
Facebook, Twitter and LinkedIn should be established. This is cheaper and has the potential for
greater expansion.
D. Real Estate Newsletter
If wealth is serious about long-term success, consider reviewing current real estate prices,
changing housing laws, owning a home, how to build an investment portfolio, publishing weekly
or monthly health exams. Local market, and so on. All existing customers and potential attendees
will appreciate the insights from the books as it reflects business knowledge and commitment.
E. Product awareness
Like big business, the Real Estate business will also strive to improve itself. It could be under
your name or the name of your business. The idea that any real estate strategy should keep that
idea in mind. You are amazed at how successful people are in real estate and how they can build
a successful business. The answer is a product development plan and you plan to use it in the
business market next year.
3.4. Strategic Planning of BCL
If there is any opportunity to achieve the goals and objectives of the organization, It should be a
game plan or road map. An effective strategy defines BCL gaming programs to be successful.
Effective Marketing Requires Strategic Strategy To Stage Institutional At the organizational
level, organizers express their concern about business issues, strategic business combinations,
acquisition of assets and employment and company policy decisions, major issues. Medium-level
planners, often a strategic category or business class, express their concerns about the same
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issues but focus on their related products / markets. Organizational planning at the grassroots
level has many natural strategies.
3.5. Observations
BCL's marketing strategy outlines how customers will meet the needs and requirements of their
customers. It may involve maintaining relationships with other stakeholders, such as employees
or suppliers. Alternatively, the plan for how the organization will use its strengths and
capabilities, as well as marketing needs and marketing strategies. A marketing strategy may
consist of one or more marketing plans; each plan has two elements - target market or market
and marketing integration (sometimes known as 4p product, price, location, and promotion). For
the development of a marketing strategy, the institution must select the appropriate combination
of targeted market and marketing combinations for the benefit of the individual.
3.5.1. Market Segmentation
The marketing department looks at and evaluates different variables and the structure of this
market data is fragmented. The market has been subdivided based on external risks and open
doors and in addition internal internal deficits and a lack of reliance on this market have been
divided. Market division is divided by:
A. Housing Building
There are no targeted vendors in the apartment segment. The person who can buy the flats is the
target advertiser. After that, it depends on the target market for action. For example, the highest
paid people should be the target market. If the position of the project, which is not so important,
then there may be some target markets.
B. Commercial Building
As in the area of flats, the same in the business component or the business area is the most
important. For the most part, the commercial structure operates in business environments. So the
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business can be sold quickly. The most targeted advertisers in the commercial sector are the
largest non-profit groups and reputable companies, for example, ACI Motors, Nitol Motors, and
so on.
3.5.2. Target Market
Targeted customers can be divided into broad categories:
A. Individual Apartment Buyer
Theoretically, anyone in the market for over-the-counter purchases is a potential customer. The
VBL will focus on giving back to that piece or collecting those who are reluctant to go to public
finance or who need to reduce their tax burden or people who need to donate their property for
other beneficial reasons. Customers are likely to be Entrepreneurs, Bangladeshi overseas
breadwinners, Senior Government Officials and NGOs, as well as executives / managers from
various global / international companies.
B. Apartment Developer
Growing guidance, engineers with an official record of success are the first integration of other
potential clients. Funding these engineers will have additional cuts to the cut. it is time to borrow
money.
3.6. Customer Relationship
To build and maintain long-term customer relationships, organizations want to look beyond
transactions that can focus on long-term customer engagement. To do this, the company should
try to build relationships with each customer rather than building a large number of unscrupulous
transactions. Before the relationship benefits and the customer can benefit both, it will pay both
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parties. This standard is designed to create Customer Relationship Management (CRM), which is
defined as a business philosophy that encourages customers to remain honest until they define
and increase customer value. Basically, CRM is all about keeping the right customers. It is
important to remember that CRM is not limited to customers. Instead, various CRM groups are
involved:
 Customers whether they are end users, business, or their customers of any products.
 Employees should have a relationship with their employees if they expect to fully provide
for the needs of customers. This is especially true in service companies where employees
work in the eyes of customers. CRM is an important part of retaining key employees.
 Supply chain partners often buy and sell products above and / or below the supply chains.
This includes other companies, or finished products, as well as collections. Somehow,
what offering is important to satisfy customers in maintaining relationships with chain
partners.
 External stakeholders must be managed effectively and in relationships with key
stakeholders. Among these, government agencies, non-profit organizations, or service
providers provide assistance to organizations in achieving their goals.
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Chapter 04
Marketing Mix Strategies
4.1. Marketing Mix Strategies Overview
At BCL, Marketing Manager, Product Manager, or Product Manager Marketing Plan wrote.
Some organizations develop marketing strategies through the committee. To hire more marketing
programs, hire professional marketing consultants. However, in most organizations, there are
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debts in the marketing program to the Vice President of Marketing or the Directorate of
Marketing. Senior executives develop highly sophisticated marketing strategies that do not
substantially deny a product or product manager strategy. However, with the exception of small
organizations, when a person develops and analyzes a system, the power to approve a marketing
plan is usually given to senior management. Here marketing mix takes into account. Criteria of
marketing mix are
A. Product Strategy
Building Construction Ltd. features and amenities of apartment owners, for example, suitable
living space in desirable areas, health club, attic garden, and children’s play program, European
elevator, living with generator, prayer room, loan space available, 24-hour security framework
and sales service after the sale.
B. Price Strategy
Building Construction Ltd. sells flats after finishing with the construction of the reported
buildings, they prefer a pricing strategy. This pricing strategy depends on other decisions. For
example, - the cost of land development, the cost of materials, the installment of the landowner,
etc. after which they plan the costs. This price strategy is of two types. One time and the other a
installment. In the event that a customer needs a timely installment, you receive a 10% discount
on resolved costs. Then again, if anyone needs a little extra, you need to pay 30% within 30 days.
In addition, he paid the rest amount in 18 installments. Most Real Estate companies are changing
their installment process.
C. Place Strategy
Building Construction Ltd. knows about their placement strategies. Building Construction Ltd.
focused on the middle client. Building Construction Ltd. aimed at medium-sized customers.
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These types of people therefore need a medium-sized size in the area. So consider looking at a
company’s chosen price strategy.
D. Promotion Strategy
The company is BCL. knows exactly how to promote their product. By increasing the company's
product, they use certain strategies. Handwriting note: To promote the product they use the
handwriting process. They contribute a variety of customer-focused attention to their product and
location. Festoon: Encouraging BCL to use festoon as a way for development. The company
offers a beautiful gift seen there and holds a solid side of the road. Billboard: Building
Construction Ltd. additionally uses company promotion boards. Announcements are organized
on a basic point in the city of Bogra. [ CITATION BCL1 \l 1033 ]
4.2. Marketing Mix Strategies for Building Construction Limited
1. Product
Belch and Belch product item such as - Anything that can be offered to the market for
consideration, purchase, use and use that can meet demand and demand. Products include
something other than larger products. An intangible object, an object includes physical
objectives, benefits, times, individual, place of meeting, thoughts or combinations of these
things. Then, in each of these tests, we use something completely different from any of these
items. There are several types of products. These are the following:
 Consumer product
 Convenience product
 Industrial product
 Materials and parts
 Capital Items
BCL also have some other concerned products such as
 BCL Aviation
26
 BCL Ceramic
 BCL Cold Storage Ltd.
 BCL Paper Mills
 BCL Foods and beverage
 TMSS LPG
 BCL Board Mill etc.
Building Construction Ltd. sell residential properties. The apartment is their product. Currently 6
projects are under construction. They are currently donating more than 2 projects. Before they
make a flat, they first buy the land from the owner of the land with money or rates or both
together. Before completing the apartment, they have already purchased their product. The
customer buys the apartment at the time of payment or in installment.
2. Place
The segregated market areas are described below:
Part 1: Jales Horitola
Part 2: Sutrapur
Part 3: Snigdha
Place (or location) is related to transportations, which aims to meet customer products as a means
of obtaining them. Simple structures create energy based on value, strategy and enthusiasm.
Choice includeds:
 Distribution Channels
 Part of the channel
 Inventory administration
 Ware Lodging
 Distribution focuses
 Order management
 Transportations
27
 Log Reverse Logistics
Building Construction Ltd. knows about their placement plan. The company focuses on the core
clientele, and in addition targets high-profile customers. These types of people therefore require
institutional level size in local areas. So consider whether we choose a local strategy.
3. Price
Currency fluctuations or item price are measured. Understandably, price is the only apparent
number of benefits of using an item or management. Price was often the most considered factor
influencing a consumer’s choice. A Panera official says the challenge is to recruit a client as per
the organization it does. Strong price - to charge different costs for building each client and
conditions. Building Construction Ltd. sells an apartment. After completing the planning process
in the redeveloped building, they select a value system. This pricing strategy depends on other
options. For example, - the cost of land development, the cost of raw materials, the installment of
the landowner and so on. This price strategy is of two types. One is run simultaneously and the
other is a installment. If the customer is in need of a single installment, you will receive a 10%
discount from fixed costs. Then again, if anyone needs a little extra, you need to pay 30% within
30 days. Some are analyzing the interest in condoms to adjust costs. In the Real Estate markup
survey area is used to provide apartments. In line with these lines the developers add a cap, for
example, 20% - 30% on their construction costs and then give it to customers. In the
investigation a few companies were found to be looking at cost-cutting. The low level of
business planning and corporate policy follows the speculative process as simple. It has been
observed that the cost of flexible provincial flats varies depending on the type of construction.
Apartments of similar size vary depending on the location. The accompanying table shows the
current cost of condoms of different sizes available in different sizes.
Price per SF is same in all 3 locations
 Flat rate 3500 BDT per SF
So, Price for 1400 SF flat will be,
28
SF x Price per SF
1400 x 3500
490000 BDT
4. Promotion
Research shows that companies that build apartments accept limited time as part of their
marketing strategy. The introduction is marked as timely for all vendors, namely setting up data
channels and providing sales for the purpose of storing and presenting any idea for profit or
advance. While successful communication takes place through a variety of marketing mixes, a
large part of the organization’s communication with the market is carefully done as part of a
planned promotional program. The basic devices used to achieve the organization’s
communication objective are often referred to as time limits.
Development integration:
 Sales Representatives
 Number
 Selection
 Training
 Incentives
 Advertisement
 Targets
 Media types
 Types of ads
 Copy the momentum
 Sales promotions
 Publicity
It has been observed that 100% of companies use advertising and 40% of companies use
individual branding to further their business. Companies have been found using various media
29
for their promotional activities. Building Construction Ltd. uses newspaper clippings. The
company often uses it as newspaper articles Prothom Alo, Jugantor, Daily Ittefaq, and The Daily
Star. The organization also uses TV media, magazines. Arthokotha and Thikana are two
Organizations distribute magazines. The organization distributes handouts for each project.
Sometimes the organization has provided a lot of fun specials to customers by offering a good
rating, fast services, a blessing in disguise. Building Construction Ltd. has extensive experience
selling the stories of people dealing with people who care about their customers honestly and
who are trying to increase deals. In this industry we see that the limited time frame used by
organizations is very high.
4.3. Marketing Tools
 Advertisement
Advertising is defined as any way to pay for or promote building products, services and ideas.
Advertising is not only used by the company, but in many cases it is used by museums,
government and charities. However, an organization from the center to postpone advertising to
complete treatment. Five development tools in the development of advertising, finance,
messaging, media and measurement including decision making. Building Construction Limited
also uses TV, Radio, and Fencing advertising etc.
 Advertisement steps
30
 Social Media Marketing program
Building Construction Limited is the comparatively younger Real Estate Company in

Bangladesh. Investing BCL on a website, this is a very important focus area, as millions of
people use social media every day. Fifty percent of small business owners say online marketing
brings customers to the door
 Website
Building Construction Limited has a Real Estate information website. The website is a modern
marketing tool for Real Estate. Building Construction Limited also has a well-designed
marketing website. The BCL states that 22 percent of home buyers use the Internet, and 50
percent use a website or mobile app at the time of purchase. Also, as a first step in the home
buying process, 43 percent visit online homes and 12 percent of home buyers first know about
the purchase process.
31
 Home Buying Conferences
It is a great marketing tool for Building Construction Limited Real Estate agents, as any other
Real Estate marketing strategy cannot create full clients throughout the room and many are eager
to hear what you have to say. Contact your favorite home inspector or real estate agent and co-
operate with them in a joint home-buying conference. Assets will be heavily involved, but the
reward is more than the usual effort.
 Direct-to-Door marketing tool
Build Construction Limited uses Direct to Door marketing tools. It is an important marketing
tool for Building Construction Limited. Making marketing tools directly at the door
 Personal relationships with customers

 Public statement
 Personal sale
 Billboard Marketing Tools
Billboard Marketing tools used by Building Construction Limited. With Billboard's marketing
tools, people can learn about the company and the company's product. Boards are a great way to
reach out to the community - where they live, travel, and work and interact with people. Unlike
other social media sources such as TV or radio, billboards cannot be closed. Billboard marketing
tools the most important marketing strategy of the Real Estate Company of Bangladesh. In
Bangladesh almost all Real Company uses Billboard. [ CITATION Rea \l 1033 ]
32
Chapter 05
Findings, Recommendations and Conclusion
33
5.1. Findings of the study
While working at Building Construction Limited, Bogra, I have gone through a lot of
experiences. After collection, field work and data analysis I got some results. These results are
entirely from my personal perspective. Those are given below:
 Building Construction Limited produces product for higher and upper-middle class
people as they produce premium Real Estate products.
 Price is per SQF is comparatively higher in BCL.
 Convincing clients for flat is harder in Bogra.
 Difficulty at collection of installment payment.
 Surrender building/office at the middle.
 Promotional activities are not enough to catch client in Bogra.
 Cannot charge as higher price as mega cities like Dhaka
34
5.2. Recommendations of the study
This report is prepared on the basis of working experience as an internship in Building

Construction Ltd. and the topic is Marketing Mix Strategies of Building Construction Limited.
The report has attempted to give details of the topic. It is understood that it is not a simple matter
to prepare the report, but it is a highly discussed issue of recent year's real estate industry. During
my internship period it has become easy to understand every part of this section. I got some
problem of marketing strategies of Building Construction Limited. Nevertheless it will again
recommend some issues that will be useful for the marketing and sales department and operation
overall performance.
 As construction cost is same in all areas focusing the housing and residential area to keep
the price and profit consistent.
 Constructing office buildings in the main point of city to maintain quality and price per
SF
 Offering easy and convenient installment policy to attract clients
 Following strict policies for surrendering
 Focusing more on digital promotional area
 Opening more branch targeting mega cities like Dhaka, Chittagong.
 Constructing smaller buildings to target middle class families.
35
5.3. Conclusion
This study not only reflects purpose of Marketing Mix strategies of Building Construction LTD.
but also this the real overview of total Real Estate Industry of Bangladesh. After analyzing all
data, we know the demand for housing is increasing by time. Also we know the problem of
Marketing Mix Strategy and what can be the possible solution of those findings. The Real Estate
sector is growing and shows tendency of future growth. We should study marketing Strategies
because in our personal life, we all use selling techniques. In my internship program, I found
marketing is really a interesting job. If we want to work in Real Estate business, we need to
know about marketing strategy because marketing people play a vital role in the welfare of an
organization. Marketing people engage in a wide range of activities including providing
information of products and services to customers and employees as well. Most of us are not
aware of many of these activities because the salespeople we meet most frequently work in retail
stores. However, the most exciting, rewarding and challenging sales position involve building
partnerships: long term, relationship with customers. By completing internship on Building
Construction Ltd. I achieved knowledge through relating my university learning with practical
work and discovered marketing mix strategy in a new way.
36
References
(n.d.). Retrieved from BCL Group: https://www.bcl-bd.com/about-us-2/
BCL Website. (n.d.). Retrieved from https://www.bcl-bd.com/product/#
Investopedia. (n.d.). Retrieved from https://www.investopedia.com/terms/m/marketing.asp
ReadyChat. (n.d.). Retrieved from https://readychat.com/top-10-real-estate-marketing-tools-of-2016/
Wikipedia. (n.d.). Retrieved from https://en.wikipedia.org/wiki/Marketing_strategy
Bplans. (n.d.). https://articles.bplans.com/9-real-estate-marketing-strategies-to-expand-your-business/
https://www.rehab-bd.org/
https://www.researchgate.net/
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Internship Report

Subject: Submission of Internship Report

Subject: Declaration concerning the validity of the internship Report

Mst. Maliha Momtaz

I wish her every success in life

Md. Rayhanul Islam

I might want to demonstrate my appreciation to T.M. Ali Haider, Managing Director of

1.3. Scope of the Study

1.4. Objective of the Study

1.4.1. General Objective:

1.4.2. Specific Objectives:

1.6. Methodology of the Study

1.6.1. Primary Sources of Data

 Face to Face communication with owners of Building Construction Ltd.

1.6.2. Secondary Sources of Data

 Website of Building Construction Ltd.

Some of the limitations are as follows:

 Scheduled time was not enough to cover all data.

2.3. Mission and Vision

2.3.3. Objective of the Company

Objectives of the study are as follows:

2.3.5. Business Philosophy

2.3.6. Core Competency

2.3.8. Organogram of Building Construction Limited

SL No. Name Activity

 Marketing & Sales

 Administration & Business Development

 Finance & Accounts

 Human Resources Management (HRM)

 Documentation & Recovery

2.5. Features provided by Building Construction Limited

3.1. Marketing Strategy

According to “Investopedia” Marketing alludes to the exercises of an organization related with

3.2. Overview of Marketing Strategy of Real Estate Industry

3.3. Overview of Marketing Strategy of Real Estate Company

A. Identify the target market

B. Budget for marketing costs

D. Real Estate Newsletter

3.4. Strategic Planning of BCL

3.5.1. Market Segmentation

3.5.2. Target Market

Targeted customers can be divided into broad categories:

A. Individual Apartment Buyer

3.6. Customer Relationship

4.1. Marketing Mix Strategies Overview

4.2. Marketing Mix Strategies for Building Construction Limited

BCL also have some other concerned products such as

The segregated market areas are described below:

Part 1: Jales Horitola

Price per SF is same in all 3 locations

 Flat rate 3500 BDT per SF

So, Price for 1400 SF flat will be,

4.3. Marketing Tools

Building Construction Limited is the comparatively younger Real Estate Company in

 Direct-to-Door marketing tool

 Personal relationships with customers

 Billboard Marketing Tools

This report is prepared on the basis of working experience as an internship in Building