Professional Documents
Culture Documents
24bd7bec7621931a255fdbf51ee49761
24bd7bec7621931a255fdbf51ee49761
L1 Introduction
Marlætiiig 1s very lmpnrbint to the sacœxs of a buslness. Prfnre people cnn
buy a product nr service they have to hiow ahout in however, insrhnttng
entnâs more than |ust testing people iinow wnat your company has In offer.
Throughout I:hIs paper, J wlE define markedtig. offerhig my j›ersonal
delhiltlon as well as more /érmal deflnl¢lons from oilier sources.
Furthermore. I wilt explaln to I:Ite reade dte \mpertance of marketing to
organlaadonat success gh'Iug real werld examples In support of biB
explanadon. The field of markedng can Indude aiany diin I bet\e•e,
Pioneer, the mo•t boportant bit•g whiclt it sIi••kt inchule i•comat nks0oa
wldt ciutowt9P4 @ to the vslug id benehln of using that gar6culsr
company's {noducts and servlets. It shnuld help to eslnbllslt the business’s
nkhe In the Indusoy and dBrlnguBh It f\'om orher such buslnesses.
Psper, ttIiziberJy•CIark Neenah Paper,and West Itock (all hased In dte U5), æ
well as Domœr (Canada),QI HokLlegs gapan), and Sœra 6nœ [Flnland).
commenced coniriwrcial operation in 1995 aud also went inte Ihe public
t•sue oleh ree and dcb•nbire8 i the some yes'. The •hates ol'the C•mp•oy
are JBted in dte Dbalm and Chldagong srock Rsckaoges oFBarigladesfu
2|P• se
1. 2 1it4 RflffTAR CE OP THf STUDY
Many voTabTe opinion ard feedback haw been can out though the say. T F
conWnX his errgfasie on the ogintorrs ard Ifiodback received 6om the
color, color sayseusd czd becom bpT to Basfiszrdl¥sra Groug.
• Society can be aware rogBrding prods proc and Acting sW\cgfis oF
The iniin ubjcciov of ihâ ihmis is to unilym tic tnaneiing mix ot â*shand&ni
paper prottt*'ts to achieve ihr rroio cbjeetim, ihr study covers ihr follou'ing
specify objeci :
• To highlight the company pm file of £fas hurdfxirn paper prndm is to ident ify
• To revccl the poait ion of cWmur x*w on Boshu xtlazra paper prodWs in
• 5Quce oltnfonmafon:
Pdmary dala have been collected by Intewtewlng the dealers and Sales
Execwtves by questtonrialre & oral conversation wlth the respectlve qersonneT‘s
of disoibuciop.
8) Secondary sautes
While cofTecting the piimary data the instant resqonse mere Round and it cas
possible for næ to observe the real situation.
Analysis: The œllected data were they analyled and findings were placed in
dlfferent thapters.
1.S SCOPB OF GB STUDY
During čie period of MBA ț›rogram I have communlœted with all person of
the enrire ßrrn. That is why In shorr I can say that I haó a great œmperency œ
haye an in dept knowledge oŁ be overall operaõonał acõvtóee and
fluncóons pracóces by markeõng.
klarkeóng deparŁroent is ver sensiôve area and it hasa ver Fee scope for
the Internship student to do work Nost of rhe worM area üaseü on onIlne
and software system for that dala œllected From face to łăce œnverslon and
some hand outprovided by ihe Invesmient officer.
' Limitation of ônte was one oF the mosr iniporant Factors Iór œlłecting
üata. A longer üme per1od woulü have ensureă to collect more
informaóon in deŁaiłn
Chairman
Managing Director
Assistant
Managing Oirector
Sr. OY Managing
Director
DY Managing
Director
2.4 JFtajor Concerns
The ßroup nowhasover airzcen major concerns, Tlteee erte rpr|sDB are •
1. Base West Property DeyeJo pment Ltd
2. Meghna Cement Mills Ltü
3. Bashundhara paper TüI1ls Ltd
4. eashundhara LP Gas Ltd
5. 8ashundhara Cig' Development Lld
6. ßashundhara Steel komplex Ltd
7. Bashundhara 1 ndustrial Complen Ltd
8. Bashundhara Steel and Engineering Ltd
9. Baehundhara Logisdcs Ltd
10.Bashundhara Foundation
1 1.Bashundhara Convention Center
t2.Bashundhara Dredging Co.Ltd
t3.Bashundhara Technical Insdtute
14.Bashundhara Food and Beverage (nausoies Ltd
l5. Suiidarbari Industrial komplex Ltd
i6. Bashundhara Cement 1 ndustries Ltd
17. Easy West Media Croup
The Group has currendy 8100 employees. Besides dlrect employment they
are going ro generate some new sne• of employments.
2.6 Wea!th
Current value of the total assets of the enterprises of Bashundhara Group
would be about Tit 15000 million which Is equivalent to epyroxlntately US
C300 mII1Ion. Toral turnover of the business amounts ro around Tk 1G000
million equivalent to US S 32S million.
CHAPTER THREE
MARKETING ASPEC’FS OF BASH UNDHARA
In Bangledesh, I ree mam sources raw Ntateriałs are used Ło manufa¢ture
paper are Wood accounr Łor 3096, Waste Paper 3996 and Agro based Raw
Ma\eriab 3l96 Tlte current Glohal reguirement 1s to pro °¢t the env1ronment
and saving of trees ro conrrol Głobal war ining which is the threat to mankind.
Khanna Pager Miał is responding to Ęhis wal[ of thc óay and «sfng Paper re
¢ycling procesu co racer rhe need of pager. Papec rec'rcłing is że proccas of
turning saste pager info new paper producB. here arethree categqries oŁ pag-
er that can be useó as feedsŁocks for making recycłed gaper miał broke, pre-
consumer waste, sąd post-consumer waste. bill broke łs paper trimnilngs
ana other paper scmp from the manufacrure of paper, and is recycłed
inŁernclly in a paper miJt. Pre•consumer wae • is maceric1 which leć rhe paper mill
but '•'as i4łsrarded before łt was ready for consurner use. Post-cor›sumer waste is
marenał disrarded after coWmer use, such asold comJgated containera (OCH, ołd
magarlnes, ola n*włt;›apers [0ŁłP), alice paper. and t•iephone ąir•cton*s, ana
ldenñaT mixed paper (RFIP). At KhnTMR Pgper MiTTs we produce the finest dualif
wood free and chlorine free paper with stcte oF act zeehnology and mortises. The
Paper products can be used for malting Note Books ,test BooTt$, Novels,
£zaminat1on MarerM, Envelopes, Computer 8usriormry, Annual Iteports. |oumaTs,
DlazJcg Lcafiacs / MaJters, Calendar Wr\t\ng p Photocnpy\ngerc.
A lot oF papers disintegrate when gut In water. For some papers this Is not a
problem For hygienlc papers that woutd be a disaałer. Certain papers are thereFore
treated with wet strength agents, for instance se that apaper handkerchief does not
breah jim after you sneeze your nose into it (imagine whut coutd happen in the
toltet).
fiollowlng raw materials used in papermnking wiil be described
• Fibres
• Water
• Rerenoon a Idg
• Dyes
• PTuorescenL w€ Mining; agents {PWA}Shdng agent
• Werstrength agent
• Other auxiliary chemkals used e Influence paper progenies
{bF Productguxllty:
A quaTTy produez is d\Mculr co debt as Tt wlT] mean different things to each
consumer. 'I'he challenge fer all Arm s V to set their guallty level and enscre that it
meets the ezpecwoons of their tezget marI‹ec Tn general quality is made up oF
wnglbTe Features (features that can be sem) eg, performance, appearance, strength
and intangible features such as WputatiDD and excTusiv\ty. Tn &1 circumstances a
product*e quaTley ahouTd be co@azent w\zh other elements oF the markeOz\g mic
For example a premium based prlclng strategy will requlre a 4uaIIry product ro
@[ Page
• the pm•Juct is viewed as «» excIaiv‹ Item, difficult for ri«x< y«•nIc to
access or buy
Benefitso£QuaTly:
• There are many bed cflLs of T\avJng procedures chat produce quality goods
nnfl services, incJ\\ding;
e Increase in sales
e Good bus4neas reputation
80.70,65
pnprrt8.25“•1 t.75”) Wruptf r
( 5 Rlm)
SOA Sheet 25t1f-
51.82
This is Baahundhara muld gaper industries Id (BP1L).commences im
commercJaT oqeraôon in judy.20T5.to meet The Tnneasing Âemand of gaper
Meghnaghacsonargaon,Narsyangonj.pro4ucts
xli t‹i»d «r paper products has also be Installé .rhe con\emporary unit added.
Another one was insrall year of Inceprlon 1995,unit-3 In munshlgon} disd•Ict
TfiH tabie shawn only for A4 paper, demy paper, All khata SKU.
Tabie: Sales reœrds of Bashundhara paper products:
(Source of iziœwJewing regionaT saTeg manager by guegüonnaire}
42500MT
80400PiT
Total Şales recor¢l
"Bashundlura Group has been exporting over the 19 countries arourrl of the
world" With irs proó u¢ts of international standards, BPkIL has already made
a mark on the overseas marŁeta In exporô ng pager and gager-make
gra6ucts, alongside catering to the domeeõ c óemand," says a news release.
PresenÜ y, BPML exgorŁs peger anrt paper•based products to some Asian anü
Afrkan counFłes like India, Sri Lanka, Łhe USE, MauriôuS and Tunisia.
"InirIaIIy, Dynamics Gulf of rhe U/tE w411 take ntłnłmum 500 tonnes oF
Bashundhara tlssues from us. It will be a big auainrnent of our economy."
says MosœfizurRahman, deputy managing director of 8ashundhara Grou9.
"We hope rhat rhe ecport volume will incwarc fîtrther," he adds.
>t I r s<I<r.
I u.hutxIIxira ¢iioi4t 6s recently ¢xî›oa€ its cubur țxiî›cr. cań›onŁss paIx'r.
1incar ț›aîer atxI emit îuPcr as well as tiss+c prodt<1s io Sri Lab:a.ficshuidInni
Gioy is exporting 48 moic tones of cañ›onlcss ne;›er t« tfe nrintiny
Em. i‹ Ins rigidin cxi›eninj; psprr uidcr public nrrcurcrrent to Sri Lake
Th Company lopes la strengthen \fi›a kountry•' ecoasmy b§' investing a §mz del
Price
At first IOshuixlhora psncr Prado:re inuodwcs itsclF la th market they scl
markcl skiming prLing becsise ihcy lad th qualiiy prodixi. Thy set high
Irte br Dsshurxllur4 f›at›cr nro‹l L till mw they arc tbll‹›wing skimming
ptx'inn strategy lien ether cx1siing bninds As cwr re knows hat th market is
prte sensitive tloi“s wiry Bashurdlsite nay prodo s sfoukl set the price es
pra•e, T I aV gig a bgk at tfx• awvcy Jpfo we '•'iI] see lhtt most of respondents
also said that IL's prinng ia not ezceTTent Not only this but also most oF Paper
brands almnst set the reaso noble price then Bashundharo paper for paper
produrz In this case consumers are getting more benefit Front Bashundhara
p i per prodU cIs by 8* n s *he s!m l^F ^^O^^t *^°* ^* *!8* R^^!!ñ’, a S^^*dn C^
or quality etc. their quality per<eprion Is good enough thaf's why they are
do1ng charge rhe hiylt price for their produce
available at tk25 whlch a part of pncing cues £hst sets in a Way ‹r i ranges
among tI‹20, so psychological prking exlsts.
Promotional pricing is temporarily pricing produce below die disc price, and
somedmes even below cost ro Increase short run sales.
22 [ I' a i;
oiusr be noted Cat œnsuuiers are sant ro gel stperior producrs at
reasonable price. So 8ashundham needs to Ind a fine balance beween price
and quality as they moye forward in the coming years.
Place
The Bashundhara has already captured aTT over the count.
Ir has dTsTbuted dia qzoducz from urban ¥o rural area, gTT people are air
habiuiated w4th Iliat produce As ir Is a consumer products so every people
needs it From child to old, eech person feels its necessity. So ids coverage aTT
over the conva• y and all hinds of peopJe, And finally ic has also enabled ro do
diat Almost it Follows mass segmenarion.
The company has vast dlsltlbudon channel .they malnrain dllTerent type of
dtsoJbuâ on channel Ion different produce Aa key thtnk 8aehundhara paper
products convenient geod, we will go fbr intensive markedng Sor rtiis
producttttey wJII disFlbu£e Tt through our authorized deader or thelr target
market who wiTT sell it to as much retailer as they ce. 3Tfis distribution
policy will help to make our product available at everywhere in their target
market 8ashundhata Group distribute rheir product from their warehouse
which is situated in klegfirssghat ,sonargaon .Narayongonj .they have re
regio n wick dipu
WHO1.BSALBR
Promotion
Bashundhara paper pro ducts does have a lot of TV ad verö xements but with
catrhy and iøeffectim tagliøe such as ' Fo r the people, f'or the country ’, They
abo used en\oüenal and radonal apgeal to sn lke čie audience anda eare
demand..
Their eocia| meóia presence 1s sbonØy. However key give very łlmiœd and
frequent print nwóia ads on newspapers.
Promotional Tools:
Advertising is the paid presentaõ on and pronviö on of ideas, geeds, or
services by a« idenüfied sponær in a ntass medium. Examples include prtnt
ads, radio, •łevision, billboard, direcŁ mail, brochures and catalogs, signs, iz-
store displays, gosrers, mobile adds, meoon pictures, weh BcBes, banner aăs,
emalls.
Sales Promotion is ntedia and non-media markeüng communication
used for a pre-determlned halted IJme to Increase consutuer demand,
simulate marked demand or Improve product ovailobiiłŁy. Examples include
coupons, sweepstakes, contests, f›roducr samples, rebates, rie-Ins, self-
Ilquidaüng premiums, traăe shows, wade-ins, and exhłbłttons.
Public relations or publicity z informahon about a firm’s pmã urts
and services carried by a rhird party In an indirect way. This Includes free
publiUty as well as paid elTorŁs to simulate rtiscussion and tnteresc It can be
accomplished by planting a signihcant news sery Indirectly In \he meóia, or
presenting Ir favorably Iżirough press releases or œrporaæ anniversary
parôes. Examples incIude ne paper anó msgazine arócłes. IVs and raüio
presenœüons, chariæble Conrribuoons, speeches, issue adverõsing.
businesses and nonprofits to comrrtunicate óirecôy @ the wstomer, with
methods such as mobile messaging, enialL inieracrive consumer websites,
online dlsplay ads. Eiers. caalog distribution, promotional leuers, and
outdoor adverdsing.
BASHUNDHARA uses Advertisements, publicity programs and sales
promotional programmers as well. For example: they use Social media, te|
evisiorI and radio zo promote Deir producu
Rddio: Kor the purpose of business, rhis channel is rhe best because ofl
Bashunóhara buóget Timitatfons. Promoóng Arough radio frase de Towest cost-per-
coatacr ofall channels and óie highest i each as vell.
Radio channets Il\‹e ”Radlo Foorh" & ”Raüio Today" In Bangladesh are
eyoTúng and tzying to grovtding mare anrt mare Pich enterlatnment to de
audíence. Radio is accessible to glaces even wirÏi no elecwlciry In the furthest
rural areas of Bangladesh.
Newspaper: Thus channeT Iór promoóon aTso has refaóvely Tou cost-per-
conact and 1s a very grod way to reach large number of audlence wt0iln
short óme and Little effort D\Jr'^B the Rrst few months of business of
BASIJUI\fOHARA çrlnt ads on the fren¢ pages o£ newspapers and evenrually
aher public awareness has been crea\ed,
Bashunóhara sTow4y mot to the Pater pages and Pater stop guttlug grint ads.
Future print ads in rhe newsgapers will only be grovided fór price changes
and new product norlflcations.
Pamphlets & Leaflets: Bashundhara pTon is to hire Feelancers and
send them to popular schools and coTTages to hand out Tenets after school
ends.‘Tke Tealem will config Bashundhara product olTerlngs and price.
Allowance: rromorionat money pan by Oie manuFacrurws ro retailers in
rerurn for an agreement to feature die manufacturer preducrs in some
way.recently It has been found that 8ashundhara group Is practices such way
Promotional Budget:
Ptethods for setting Total budget
Promotional budgets are often determined using a trio re slmplisdc
approach, such as detœmining how much money is avallable or basing
promoôonaT expenditures on a perœnage of o company's or brand's sales
revenue. At th is stage, fiie budget ts oRen only tentative a nd may not be
finalizcd undl specific promoô onal mix so”atcgIes are dcvcloped.
Eau r enmmon meù ioö s are used to set lire æta1 budget for advertlsing
t. Abordable method: Companies use tfils method, at the level of their
aITordabili\y. Srnall businesses often use this method wiùi the logic rhat the
company œnnnt spend more on adverrlslng than the amount lt has IeIY after
the other expensee.
z. Pezcentage of Sales method: In this method, companies set
tlteir budget at a cœtain percentage oùcurrent or farecasted sales. The
perœntage of sales merhod is simple to use and helps management think
about Ille reladonshlps between promotion spending. selllng price, and
profit per unit
3. Compeddve Parll:y method: atdng budgets to match œmpedtors’
oudays and funds. They monlær comperitors’ adverdsing and follow il
4. Objective and Task method The most Togical buôget serông ntelîiod ls the
objecôve an tank mezhoü whereby The company sels ils qrorroôon budget
based on what l1 wants to accompltsh wI\fi prornodon. This me\Cod enælls
deftning speclflc prornodon objectives, the lasks nœded to achieve rhæe
objecôves and esrimaông the Poste oùperforming thèse lasks.
BASHUNDHARA PAPER IN THE BANGLADESH
MARKET
5.1 BASNUNDHARA PAPSR PRODUCT’ IN THE BANGLAOSSN
MARX6T
Bashundhara- 58s6
Karnafu1I-1696
T.K- 1396
Ambor- Be
0THIiI\S- 596
(Source: Cyber
Ptedla)
Comments:
Basfiundhara
7.H Low
We can see from the above table that clearly overall Bashundhara leaJs and
have a significant lead when it carries to these yaTues. They have been in the
market For years and Itave done remarkably Io capture nearly one-fourd of
tht totalhomeappt$ncem$rtet
fiion escluslve deader: Those who disb'ibutor safe different pmduct wtflt
paperproduct they are know\m as non exclusive deader. They cannot get any
extra commission
In Bangladesh Bash undtara group have rota i 395 Dealer. IS0 dealer 1s
exclusive &Z4S Is non exclusive a ler. Area wise they allocated lheir
dlswlbutor channel In 11 zone.
sc zone name
01 Dhalxa Nozth Dhaka hiorth, Gaalpur
0X DhaHe South6 Eaat Dliam Seutn &Eset,Hunstifgeri]
ua Dftakx Weat DliakR West, /BQ D5
fi1r@g4ny,HOng@uP,PM£ngrBkD
ranna,oatore, uinajpu r
Ra{trari,ffusHa,Magura,tifiuliw
sberpur.Janiaipur,zaage u
Sunaingonj,mouiovianzar,nonigont
tax's eezar, itangamatl,t em
& Barfa,Ctia ndpur,f4oaWaII
ii eoristiai Panapur,snoia.ñnrguna
CH APTER FIVE
SWOT ANALYSIS OF BASH U NDH ARA GROUP
S.1 SWOT ANALY8IS OF BASHUNDHARA PAPER
PRODUCT:
Socugla sre eorbules tfat are unxlw Io the cort€+ny. p«›dwt or divison in
qi<siioit Son esamolcs cf slrcngtla wouM be Ileviug s key sc*mist on joke t
¢am tfat las a unique skill eel er klowloJgc them u'ill make jout mw Product u
Onj›onunitics oukl inclixt¢ en incmase in ifn disease Iltoug flat our rnw
rm›dix•t is espect¢d la address, the opening oF a new gbbel narkcl clot the
prodix't cen Fulfill . or e low tâders1 gratt la trip sd›sidize flu cost of your
W[ Page
dnig or tleelmenL Orne oçij›ortuniîies are id<utified, s ptan e ok< sdvaaaw of
Tlasao couB inelalc corpoole tr•b in this area by a\/nr cornp¢tiag conyanies.
tow ugubifsns tIa\ wouE make ii difEiculi xi yt appiova), edvelse pIess
garnered by any prealttoumeiznnts of wlaf you an working oa, or x bss oFsny
pps oF finding for Iln yiojc¢t
the saengla aixl wed‹mses of cuuent aixl goentbi œcpe\iloo. This arafysä
providas bouh en ofknsivs aizt dekasiw saatcgic conlca tlaough wh\ch æ
klcrsify oliportunities ard \hreeis C4upscitor profilîrig coeleæcs 8lI of tie
relevant sources of cong›et¥or enetysis iulo on Samework ici tla s\g›pon of
efficient sIa'I efboiw slzalcgy Ibrmubfion, in¥tlcnaluafion. uonia›ri¥ig srd
00 } P a g e
Tfcrc are abo sorrx' fbrciyn com\pctiers. On some elisting cott¥•eIiIor is —
”Xanal\ili ”wxt e\ter yetcaél coiq›ctiots aw:
A T.K efxl
b) on@or
We Iof›c we cen pruvi4c the but gialiiy gioJtci tion nur comlilurs utxl we
wd caniurc he brpsl ponk•n nF Paper itarkcl.
CHAPTER SIX
CUSTOMERS VIEW REGARDING BASH UNDHARA
19
from Łfie &Ie•G: it zs rouné that îW of éte csgJmdrnŁc fiŁghJy saósflrd wńh Łfie Pr1co any of
so 09
so
dlstrlbu4 Ion syste m Bashund har a paper p+odu rt.20% re Yponde nts are not sat Isfle d. y6 'K are
Tolal
rt arr+ Th o tgb1u-s. iz *s fou nd thot Fas of I ru re spondc n\* nigh4y s at i‹T nd with ‹ho morn onion oI
aMIv It ie s of eas hund h ara p open pyodurt Z Bs responds nt s ar e not satisf leo,1o• are very
good.2d k are moderately saw isFfed and 1OF aie satisfied.
CH APTER SkVE N
PROBLEM S, RECOM M ENDATIONS & CONCLUSIO N
Following problems nf the Sludy have been idendfied:
• k\oet of the Respondent believes Oiar Better qualitj/ paper is more
considerable in paper industry and orhec preférred to the clleno rhan
3g [ P a g e
5.2 Recommendations :
• Government should Impose resbficdon on lrnpordng Paper.
S.3 Conclusion
Bangladesh has a huge market for consumer preduc1s and marker is
łntroóuclng new hrands yraduaily. Consumer products are œnimon here for
a leng Ome. Some of \he aspect of behavioral paoern ef consumers have
been highlighted here. his srudy is rrtainły Focus on so fiye dtIfi•rent asgecłs oF
marked; consumer behavior anó future &enó.
We can see dynamic aspecm of this topic alter this anałysis. 8o many finóing
are available not. Here, only The product quałity is nod eyeing Along
wllfi product quality, prontoôonal tools and consumers" menaIIȘ and their
belief are resporlsłbłe in decision maMng and preferences In selecõng their
requlreá products
Baskunókara Grgup oF Industries carries good branding image owr \he
counoy. Their brand buiTóing etrategtes are veTT defineó. No enhance the
markez share and Createa inaz#eE leadership, de company should Iócus on
the abat-menóoned Issues. If de business can uóTiae sucs contenta, then it
'* s°'^B become an uncon zined category in the most diversifleü FOCS' oF
Bangladesh. The quallç of product ntust be maintalneü and promoóonal
s6etegies must be modiI¿ing.day byday.
• .wiIópedia.org
• httg://mdrIorim,weebIy<om/busines¥-poIicy--stracegy.kfml
07: am, 0‹/07/Z016
QUESTlOh N AIR E
a) H\ghly DB g-cc
b)Dœgrcc
c\ Ncaml
c) H@ly Agree
dj Urcciüficd
by ExccJcni
cj Fair
dj Superb
c) No Idea
Q•J Arc you ütäíicd with the prodix:i desk of Bashurxllnm Group'?
:i) Very Satäíîcd
by Satäíied
dj Ure«iöficd
c) Vcn/ Urs«\üficd
!-5 Am salñfxd wilt \Iu nrice of Basliudloia t›sner prodtcl’*
e) Very SetâFcd
c) I•/c€hsr
dj unified
c) Very Umaflsfied
c) very Lluarkficd
/tppendax
Optimising supply chains
GROU
0UTL0
S oRMI TT G D
PV CMII
ARÒRA
ID NÔ. MOsOrOooo5
0
Æ Sítucty on
Marketing Secategies
in M&Æ-Infosofc Pvt.
SÈ rșute M ad errs Pøacłices of
Devefopmerr ł an d £rrtpfemerttatzon
tndzvicgual Project
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