ThesisOn

Marketing of Paper Products: A Study on Bashundhara Group

[This Thesis is prepared for the partial fulfillment of the Degree of Master of Business Administration (MBA) with a major in Marketing]

Supervised by Dr. Md. Shawquatul Meher

ProfessorFaculty of Business AdministrationSouthern University Bangladesh.

Prepared byMd. Monir Hossen

Program: MBAID: 027-44-02 (E)Major: Marketing

Faculty of Business AdministrationSouthern University Bangladesh.

Date of Submission: 19-08-2016

FACULTY OF BUSINESS ADMINISTRATIONSOUTHERN UNIVERSITY BANGLADESH

LETTER OF SUBMISSIONJuly 22, 2016

The Dean

Faculty of Business Administration

Southern University Bangladesh.

Subject: Submission of Thesis.

Dear Sir,

With great pleasure I am submitting my thesis on “Marketing of Paper Products: A Study on

Bashundhara Group”. This thesis has been submitted as an important requirement of MBA

curriculum. I have tried my best to prepare the paper in consistence with the optimal standard

under your valuable direction.

The Thesis has provided me with an opportunity of having an exposure to the working

environment and on the job experience in the Marketing Departments of Bashundara Group. I

have found the study to be quite interesting, beneficial & insightful. I have tried my level best to

prepare an effective & creditable thesis. I hope you will find this thesis significance of all the

labor I have put in it.

I welcome your entire query & take pride to answer them.

Yours sincerely,

______________________

Md. Monir HossenID: 027-44-02 (E)Program- MBA Major: Marketing Faculty of Business AdministrationSouthern University Bangladesh.

i

STUDENT DECLARATION

I declare that the thesis entitled “Marketing of Paper Products: A Study on Bashundhara

Group” embodies that result of my own research works persuade under the supervisor of Dr.

Md. Shawquatul Meher, Professor, Faculty of Business Administration, Southern University

Bangladesh.

I further affirm that the work reported in this thesis is original and is no part or whole of the

thesis has been submitted to any other university.

______________________

Md. Monir HossenID: 027-44-02 (E)Program- MBA Major: Marketing Faculty of Business AdministrationSouthern University Bangladesh.

ii

SUPERVISOR’S DECLERATION

I am very pleased to certify that Md. Monir Hossen, ID: 027-44-02 (E), Student of Faculty of

Business Administration, Southern University Bangladesh has successfully prepared his thesis

on “Marketing of Paper Products: A Study on Bashundhara Group” under my direct

supervision. During the preparation of this thesis he went different Aspects of Bashundhara

Group. He was found to be sincere, enthusiastic and skillful in discharging his assigned

responsibilities. I therefore recommend this thesis to accept for the completion of Master of

Business Administration (MBA).

____________________________Dr. Md. Shawquatul MeherProfessorFaculty of Business AdministrationSouthern University Bangladesh.

iii

PREFACE

Consumers often judge the quality of a product or a service on the basis of a variety of on

formational cues that they associate with the product. Some of these cues are intrinsic to

the product or services, others are extrinsic. Either singly or in composite, such cues

provide the basis for perception of product and service quality. Cues that are intrinsic

concern physical characteristics of the product its self, such as size, color, design etc. In the

absences of actual experience with a product, consumers often within “evaluate” quality on

the basis of extrinsic cues- cues that are external to the product itself, such as price, brand

image, manufacturers, retail sores, or even the country origin.

Bashundhara paper products is one of the growing paper products Company in

Bangladesh, which serves paper item to the consumers. The enterprise has a lot of

distributors for its distribution who serves their products to the retailers time to time. For

the institution, most of the time they distribute directly to the end users or that institution.

When the wholesaler sells their product to the retailers or institutions, sometimes the

wholesalers give them credit facility. Now Bashundhara paper products wants to run out

them from this strategy (wholesaler). They want to distribute their products to the

retailers or institutions through distributors or directly, not through wholesalers while

other competitors like karnafuli, Product etc. are selling their product through wholesalers.

The enterprise has lot of product line. they are procuring high quality paper products with

using appropriate raw materials from different sources for serving the customer now a

days they have been exporting overseas market they want to explore their business activity

all over the world and want to leader in paper products around of the world by promising

high quality products serving of the people .this study has found one of the major thing is

price, most of the respondent says that BP price are not reasonable where it competitor

are offering with a reasonable price to their customers. ,Motto, For the people, For the

country.

iv

ACKNOWLEDGEMENT

I begin by thanking the Almighty for my successful completion of my Thesis, which is a

significant part of the MBA Program. I would like to take the opportunity to thank those people

who have given me constant support while doing my thesis program.

At first it’s a pleasure to convey my heartiest gratitude and greeting to my honorable supervisors,

Dr. Md. Shawquatul Meher, Professor, Faculty of Business Administration, Southern

University Bangladesh.

I deeply appreciate their cooperation, advice and guidance in preparing this thesis.

I would like to extend my heartiest thanks to the Head Office of Bashundara Group. for allowing

me to complete my thesis. I would like to acknowledge and thanks the following personnel who

has extended their whole-hearted co-operation for preparing the thesis-

Mr. Md. Tareque Ahammed (Regional Sales Manager, Bashundara Group.)

Mr. Md. Saiful Islam (Area Sales Manager, Bashundara Group.) who has given me the

guideline for the successful completion of my thesis.

I would also convey my thanks to all the employees for their beloved manners and attitudes

shown to me during the program. Last of all I would like to express my thanks to the authors,

researchers, article writers whose books and articles that helped me by providing valuable

information and suggestion in respect of preparing this thesis.

v

Executive summary

First chapter is, introductory chapter. it represent the literature review, objective of the

study, methodology, benefit and limitation of the study.it has represented literature review

and main objective of the study which is help to company findout their problem area and

make sure that has been repaired.if company emphasize on their opinion and feedback

received from their customer. that might be able satisfy to their customer.to complete any

work smoothly and efficiently it needs to methodology, basically methodology means

method that involves a process on techniques in which various stage of collecting data are

explained and analytical technique are defined. benefit of the study that’s help to society

become aware regarding this product, price aspect of Bashundhara group. limitation means

insufficient output from the expected output.limitation of time was one of the most

important factors for collecting data.

Chapter 2, give review of marketing activities of Bashundhara group. B.g was started their

business operation as real state Ventura known as ’’Bashundhara’.

Now a days they have twenty more concern, most of them are leading position in

Bangladesh one of the major concern is BPML. Under the tutelage of the group’s first

concern east west properly developed 1987.this project turned out to be a very successful

one. the company aims and objective have always remained the same to serve the people

with minimum satisfaction and keep on working for the great welfare of the people and the

company. BG care their clients as their obligation and customer satisfaction remains key

their success.

Chapter3, is concerned about marketing aspect of BG. this chapter has explained broadly

marketing mix of BG and strategic planning of BG. there has been explained about product,

price, place, promotion aspect of BPML. and shown different types of information.

Chapter 4, is concerned about current market status of Bashundhara paper product and

shown marketing positioning of Bashundhara paper products and network.

Chapter 5, is concerned about company profile of Bashundhara paper products to identify

strength and weakness of the marketing of Bashundhara paper product.

Chapter 6, is concerned about Position of the customer Service of Bashundhara paper

products. it was show customer perception about this products.it has separately shown

product, price ,place, promotional activities perspective perception of customer.

vi

TABLE OF CONTENTS DESCRIPTION Page No.

Letter Of Submission iStudent Declaration iiSupervisor’s Declaration iiiPreface ivAcknowledgement vExecutive Summary vi CHAPTER ONE : INTRODUCTION 1-061.1 Introduction 021.2 Importance of the Study 031.3 OBJECTIVES OF THE STUDY 031.4 METHODOLOGY OF THE STUDY 041.5 SCOPE OF THE STUDY 051.6 LIMITATIONS OF THE STUDY 05 CHAPTER TWO : OVERVIEW OF BASHUNDARA GROUP 06-112.1 Background of the company 072.2 Mission and Vision 08-092.3 Organogram of the Bashundhara Group 102.4 Major Concerns 112.5 Employment 112.6 Wealth 11

CHAPTER THREE : MARKETING ASPECTS OF BASHUNDHARA PAPER 12-263.1 Product Aspect 12-193.2 Price Aspect 19-233.3 Place Aspect 23-243.4 Promotional Aspect 2624

CHAPTER FOUR : BASHUNDHARA PAPER PRODUCTS IN BANGLADESH 27-30

4.1 The position of Bashundhara paper products in Bangladesh 27-294.2 Current market status 294.3 Information about dealer 30

CHAPTER FIVE : SWOT ANALYSIS OF BASHUNDHARA GROUP5.1 SWOT analysis of Bashundhara paper products 31-34

CHAPTER SIX : CUSTOMERS VIEWS REGARDING PAPER PRODUCTS 35-37

6.1 Findings of survey 36-37

CHAPTER SEVEN : PROBLEMS, RECOMMENDATIONS, CONCLUSION 38-41

7.1 Problems 397.2 Recommendation 407.3 Conclusion 40-41

- Reference 41 - Annexure 42-43