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CHAPTER ONE

INTRODUCTION

1.1 Introduction

Marketing is very important to the success of a business. Before people can

buy a product or service they have to know about it. However, marketing

entails more than just letting people know what your company has to offer.

Throughout this paper, I will define marketing, offering my personal

definition as well as more formal definitions from other sources.

Furthermore, I will explain to the reader the importance of marketing to

organizational success giving real world examples in support of this

explanation. The field of marketing can include many things. I believe,

however, the most important thing which it should include is communication

with customers as to the value and benefits of using that particular

company's products and services. It should help to establish the business's

niche in the industry and distinguish it from other such businesses. 

Companies in this industry make paper and converted paper products,

including paperboard, corrugated and paperboard containers, coated papers,

and paper bags. Major companies include Georgia-Pacific, International

Paper, Kimberly-Clark, Neenah Paper, and West Rock (all based in the US), as

well as Domtar (Canada), Oji Holdings (Japan), and Stora Enso (Finland).

Bashundhara Group. (The "Company") was incorporated in Bangladesh as a

Public Limited Company with limited liability on 8, March 1994 and

commenced commercial operation in 1995 and also went into the public

issue of shares and debentures in the same year. The shares of the Company

are listed in the Dhaka and Chittagong Stock Exchanges of Bangladesh.

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1.2 IMPORTANCE OF THE STUDY

Many valuable opinion and feedback have been came out through the survey. If

company gives emphasis on the opinions and feedback received from the

customers, customer will stay satisfied and become loyal to Bashundhara Group.

Society can be aware regarding product, price and marketing strategies of

Bashundhara Group

Target customer can be more aware regarding of Bashundhara Brands.

Target customer will be aware regarding the available promotional activities

regarding Bashundhara.

1.3 OBJECTIVES OF THE STUDY

The main objective of this thesis is to analyse the marketing mix of Bashundhara

paper products to achieve the main objective, the study covers the following

specific objectives:

To identify and analyze marketing mix aspects of Bashundhara paper

products

To highlight the company profile of Bashundhara paper products to identify

the strength and weakness of the marketing of Bashundhara paper products.

To reveal the position of customer view on Bashundhara paper products in

Bangladesh.

To find the problem and make the recommendations for solving the problems.

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1.4 METHODOLOGY OF THE STUDY

• Source of Information:

A) Primary sources

Primary data have been collected by interviewing the Dealers and Sales Executives by questionnaire & oral conversation with the respective personnel’s of distribution.

B) Secondary sources

Secondary data have been collected from the previous studies on distribution channel of the company, different texts, research findings, magazines, articles etc.

The Research Methodology: In the procedure of primary data collection three approaches were used and these are:

•Questionnaire

•Personal interview

•Observation method

While collecting the primary data the instant response were found and it was possible for me to observe the real situation.

Analysis: The collected data were they analyzed and findings were placed in different chapters.

1.5 SCOPE OF THE STUDY

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Masters of Business Administration (MBA) is a professional course. The

course is designed with an excellent contribution of both theoretical and

practical aspect- After completion of the theoretical course a student is

required to work for gathering practical knowledge to anywhere base on

his/her major area so that it can be aware of that one. According to choice I

was in marketing.

During the period of MBA program I have communicated with all person of

the entire firm. That is why in short I can say that I had a great competency to

have an in depth knowledge of the overall operational activities and

functions practices by marketing.

1.6 Limitation of the Study

Marketing department is very sensitive area and it has a very few scope for

the internship student to do work. Most of the works area based on online

and software system for that data collected from face to face conversion and

some hand out provided by the investment officer.

Limitations of the thesis are as follows:

Limitation of time was one of the most important factors for collecting data. A longer time period would have ensured to collect more information in details.

Information secrecy is one of the most critical problems. Disclosing of information in a marketing institution is highly restricted. This hinders to describe the divisional activities in details.

Due to lack of experience, there is a chance of having some mistake in the thesis but Best effort has been applied to avoid any kind of mistake.

Bashundhara Group is not furnished with adequate written document related to this thesis.

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2.1 Background of the company

The Bashundhara Group has started operation as a real estate venture

known as “Bashundhara” under the tutelage of the Group’s first concern- The

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CHAPTER TWO

OVERVIEW OF BASHUNDARA GROUP

East West Property Development (Pvt) Ltd in 1987. This project turned out

to be a very successful one and had helped to grow the trust and confidence

of the urban people in “Bashundhara”. Dhaka’s soaring population, coupled

with a visibly slow growth of housing led to the landmark success of

Bashundhara. Driven by the upshots of this success, Bashundhara geared up

to invest in new fields, including manufacturing and trading. More

enterprises were established in the early 1990s, covering diverse activities

involving the production cement, paper and pulp, tissue paper, steel, LP Gas

bottling and distribution, and a trading company, among others. The group

experienced this tremendous growth in a span of less than 10 years. During

this period, additional schemes on land development and real estate were

launched and those projects focused more sharply on increasing

responsiveness to client needs. The Group’s first publicly-traded company,

the Meghna Cement Mills Limited, is currently listed on the two stock

exchanges of Bangladesh. The Group has over 20 major concerns located in

different areas of the country. The multi-faceted shopping mall and

recreation center called the Bashundhara City has added splendor to the

growth of the group. The Bashundhara City Development Ltd is one step

ahead in the longstanding growth to strengthen links with the general people

through the unique offering of commercial operations and recreation

facilities under single roof. East West Media Group Ltd is the mass media

enterprise of the Bashundhara Group that was established in 2009. It now

owns Bangla dailies- “The KalerKontho” and “The Bangladesh Pratidin”,

English newspaper the “Daily sun” and bilingual online portal

“Banglanews24.com”. The media house is also planning to launch aFm Radio

and a television channel soon. The group has come a long way in reaching

these goals by listening to client needs, learning real-time lessons from past

projects, innovating and partnering. Through major investment

undertakings, Bashundhara has meaningfully contributed to the economy’s

stability in financial and capital markets. Underlying all of the group’s

activities are the common threads of change, flexibility and fostering closer

ties with the Government, the City Corporation and their clients. Most of its

projects have been success stories- this fact alone is enough to justify a sense

of confidence in the Group’s future.

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2.2 Mission and VisionThe era of information and communication technology has changed the

world with a fraction and now communication has emerged as the key to

trade and development. The rapid development of information and

communication technology has turned the world into a global village.

Moreover globalization and its all universal impacts on stated and their

economics have made life more competitive, compels and technology driven.

Proximity has turned meaningless as the world is now on the tip of a finger

and economy is the ultimate focus of a nation. Inter-state trading

dependence, investment potentials and free flow of information and raw

materials have made the world thriving on the edge of competitiveness. Now

‘staying competitive’ is the key to survival in today’s world of business where

quality rules and standard products and services sneak in shedding physical

boundaries. Now, the recent global recession and its impacts have shown yet

another challenge and the bitter side of the globalization. But despite the

global challenges and its impacts on local economy, Bashundhara Group has

kept on its forward march with visionary goal, best use of its human

resources and meticulous planning. Varied range of products with ensured

standard, quality services and most effective managerial efficiencies have

made the company a market leader in the respective sectors of its operation.

Keeping main focus on business expansion and growth in the most

prospective sectors, the group is continuously taking up projects to make it

the largest conglomerate in the business arena of Bangladesh despite fast-

changing business trend and tricky situation. The company’s aims and

objectives have always remained the same- to serve people with maximum

satisfaction and keep on working for the greater welfare of the people and

the country. Still each and every Bashundhara Group companies care for

their clients as their obligation and customer satisfaction remains the key to

their success. The established mission and visions of Bashundhara group are

so far like this-

Creating affordable housing for the people.

Fostering better living environment and pleasant surroundings

Ensuring environmental balance and sustainability

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Using re-cycled raw materials in industry

Developing a meaningful partnership with others for development

Providing a better work condition for the staff members.

2.3 Organogram of the organization

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2.4 Major Concerns

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Chairman

Vice chairmanVice-ChairmanVice-ChairmanVice-Chairman

Managing Director

Assistant Managing Director

Sr. DY Managing Director

DY Managing Director

Director

Co-Chairman

The Group now has over sixteen major concerns. These enterprises are-1. East West Property Development Ltd

2. Meghna Cement Mills Ltd

3. Bashundhara paper Mills Ltd

4. Bashundhara LP Gas Ltd

5. Bashundhara City Development Ltd

6. Bashundhara Steel Complex Ltd

7. Bashundhara Industrial Complex Ltd

8. Bashundhara Steel and Engineering Ltd

9. Bashundhara Logistics Ltd

10. Bashundhara Foundation

11. Bashundhara Convention Center

12. Bashundhara Dredging Co. Ltd

13. Bashundhara Technical Institute

14. Bashundhara Food and Beverage Industries Ltd

15. Sundarban Industrial Complex Ltd

16. Bashundhara Cement Industries Ltd

17. East West Media Group

2.5 Employment The Group has currently 8100 employees. Besides direct employment they

are going to generate some new system of employments.

2.6 Wealth

Current value of the total assets of the enterprises of Bashundhara Group

would be about Tk 15000 million which is equivalent to approximately US

$300 million. Total turnover of the business amounts to around Tk 16000

million equivalent to US $ 325 million.

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CHAPTER THREE

MARKETING ASPECTS OF BASHUNDHARA GROUP

Sources of raw materials:

In Bangladesh, three main sources raw materials are used to manufacture

paper are Wood account for 30%, Waste Paper 39% and Agro based Raw

Materials 31%. The current Global requirement is to protect the environment

and saving of trees to control Global warming which is the threat to mankind.

Khanna Paper Mill is responding to this call of the day and using Paper

recycling process to cater the need of paper. Paper recycling is the process of

turning waste paper into new paper products. There are three categories of

paper that can be used as feedstocks for making recycled paper: mill broke,

pre-consumer waste, and post-consumer waste. Mill broke is paper

trimmings and other paper scrap from the manufacture of paper, and is recycled

internally in a paper mill. Pre-consumer waste is material which left the paper mill

but was discarded before it was ready for consumer use. Post-consumer waste is

material discarded after consumer use, such as old corrugated containers (OCC), old

magazines, old newspapers (ONP), office paper, old telephone directories, and

residential mixed paper (RMP). At Khanna Paper Mills we produce the finest quality

wood free and chlorine free paper with state of art technology and machines. The

Paper products can be used for making Note Books ,Text Books, Novels,

Examination Material, Envelopes, Computer Stationery, Annual Reports, Journals,

Diaries, Leaflets / Mailers, Calendars, Writing pads, Photocopying etc.

A lot of papers disintegrate when put in water. For some papers this is not a

problem. For hygienic papers that would be a disaster. Certain papers are therefore

treated with wet strength agents, for instance so that a paper handkerchief does not

break just after you sneeze your nose into it (imagine what could happen in the

toilet).

Following raw materials used in papermaking will be described

Fibres

Water

Fillers

Retention aids

Dyes

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Fluorescent whitening agents (FWA) Sizing agent

Starch

Wet strength agent

Other auxiliary chemicals used to influence paper properties

Product:

Bashundhara paper is a product which promises to provide its customer the best

experience of having virgin pulp all through the year.

The Bashundhara A4 Paper ( Glossy wrapper )/Demy printing paper/Exercise

book(bound binding) is fulfilling the need of customers by providing a Superior

quality for daily Official activity and Educational activity.

(b) Product Quality:

A quality product is difficult to define as it will mean different things to each

consumer. The challenge for all firms is to set their quality level and ensure that it

meets the expectations of their target market. In general quality is made up of

tangible features (features that can be seen) e.g. performance, appearance, strength

and intangible features such as reputation and exclusivity. In all circumstances a

product's quality should be consistent with other elements of the marketing mix.

For example a premium based pricing strategy will require a quality product to

support the price tag.

Examples of Tangible Quality Features:

Reliability

Performance

Durability and strength

Appearance and finish

Longevity

Examples of Intangible Quality Features:

Product reputation

Celebrity Endorsement

Public image of the product, brand or company producing it

The product is viewed as an exclusive item, difficult for most people to

access or buy

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Benefits of Quality:

There are many benefits of having procedures that produce quality goods

and services, including:

Increase in sales

Good business reputation

An advantage over competitor's products

Option to charge a higher price than competitors with "lower" quality

products

Reduction in overall business costs due to less wastage and rectification

(c) Product Packaging:

Packing refers to the designing and the container or wrapper for a product. It is one

of the tools that can attract consumers to buy the product. BASHUNDHARA also do

their packaging very well. The Bashundhara A4 paper page color is blu, pink,

yellow, green and packaged in such a way that it looks attractive to the consumers

and Bashundhara also ensures the safety of this product by packaging it.

Bashundhara paper products information

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(Source of interviewing dealer by questionnaire)

No.

Name Quantity

Basic Raw Materials.

Carton size

Price Gem MRP

1. Bashundhara A4 paper(8.25”*11.75”)

100 sheet500 sheet

100% virgin pulp

Glossy WrapperMaster carton( 5 Rim)

270/-, 250/-,185/-

80,70,65

-

2. Bashundhara legal paper(8.5”*14”)

500 Sheet

100% virgin pulp

Glossy WrapperMaster carton( 5 Rim)

250/- 70,65 -

3. Demy white printing paper(10.5”*17”) (11”*17.5”)

500 sheet

100%virgin pulp

- 290/-,185/-

- -

4. Exercise Book(small)

BDK 100

100%virgin pulp

144p 19.36

- 25/-

5. Exe.Book(medium)

124p 100%virgin pulp

72p 32.67

- 42/-

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6. Exe.Book(medium)

164p 100%virgin pulp

72p 36.59

- 48/-

7. Sperial 164,200p

100%virgin pulp

72p 41.8251.82

- 55/-65/-

8. Kids 124,204p

100%virgin pulp

144p 15.4219.32

- 20/-25/-

This is Bashundhara multi paper industries ltd (BPIL).commences its

commercial operation in july,2015.to meet the increasing demand of paper

product both in domestic and international market .Bashundara Group

installs the 2 paper machines with a capacity per year 2.1 million tons .about

50%(1million tons) outcomes of the whole production capacity of the is

printing unit and A4 paper and the rest is coated and lightweight coated

paper. the unit will run the own power generation support of 25.5 megs watt

capacity.to produce the quality paper with competitive price, wet ground and

precipitated calcium carbonate .year of inception 1993(production

started 1997) yearly production capacity 35000mt.Location

Meghnaghat,sonargaon,Narayangonj.products

All kinds of paper products has also be installs .the contemporary unit added.

Another one was install year of inception 1995 ,unit-3 in munshigonj district

This table shown only for A4 paper, demy paper, All khata SKU.

Table: Sales records of Bashundhara paper products:

(Source of interviewing regional sales manager by questionnaire)

(Sales flow over the year)

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Year Domestic sales Overseas sales

2011-2012 58500MT 20000MT

2012-2013 65700MT 31100MT

2013-2014 75000MT 42500MT

2014-201580000MT 50000MT

Total Sales record

Name Production capacity Domestic sales(yearly)

Overseas sales(yearly)

Bashundhara paper mills-1 35000MT

80000MT 50000MT

Bashundhara paper mills-3 100000MT

(Source of interviewing regional sales manager by questionnaire)

*Bashundhara Group has been exporting over the 19 countries around of the

world" With its products of international standards, BPML has already made

a mark on the overseas markets in exporting paper and paper-made

products, alongside catering to the domestic demand," says a news release.

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Presently, BPML exports paper and paper-based products to some Asian and

African countries like India, Sri Lanka, the UAE, Mauritius and Tunisia.

"Initially, Dynamics Gulf of the UAE will take minimum 500 tonnes of

Bashundhara tissues from us. It will be a big attainment of our economy,"

says MostafizurRahman, deputy managing director of Bashundhara Group.

"We hope that the export volume will increase further," he added.

.Bashundhara Paper Mills Ltd (BPML), a concern of Bashundhara Group, one of the largest business conglomerates of the country, will export at least 500 tonnes of tissues to theUnited Arab Emirates per month in spreading the company's wings far wider.Bashundhara Group has recently exported its colour paper, carbonless paper, linear paper and craft paper as well as tissue products to Sri Lanka.Bashundhara Group is exporting 48 metric tonnes of carbonless paper to the printing department of Sri Lankan government in the opening consignment.Even, it has succeeded in exporting paper under public procurement to Sri Lanka only because of its paper quality.Bashundhara Group is trying to enter the African destinations as the region is considered as a potential global market.The company hopes to strengthen the country's economy by investing a great deal of effort in exporting its products to the international market.PriceAt first Bashundhara paper products introduces itself to the market they set market skimming pricing because they had the quality product. They set high price for Bashundhara paper product. till now they are following skimming pricing strategy then other existing brands As everyone knows that the market is price sensitive that’s why Bashundhara paper products should

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set the price as reasonable as possible. For this reason consumers are not also satisfied with their price. If we give a look at the survey data we will see that most of respondents also said that

it’s pricing is not excellent. Not only this but also most of Paper brands

almost set the reasonable price then Bashundhara paper for paper product.

In this case consumers are getting more benefit from Bashundhara paper

products by giving the similar amount such as high quality, assurance of

quality etc. their quality perception is good enough that’s why they are doing

charge the high price for their product.

Discount and Allowance Pricing:

Discount is a straight reduction in price on purchases during a stated period

of time or of larger quantities. Discount can be available in various forms-

cash discount, quantity discount, functional discount, seasonal discount.

Although cash discount for their consumer like, per rim A4 paper has 20tk

scratch card .it has ensured tk20 off upon purchase of any tk270 or tk250

pac. Allowance is promotional money paid by manufacturers to retailer in

return for an agreement to feature the manufacturer's products in some way.

Allowances are of two types: trade in allowances and promotional

allowances. Bashundhara provides promotional allowances in some cases.

Psychological Pricing:

A psychological pricing strategy relies on the nature of human psychology to

make prices appear more attractive to consumers.

For example: A Bashundhara A4 paper is available at taka 270tk in the

market. Double A paper is 340taka. As Bashundhara has a well established

reputation for its quality people are going to buy a Bashundhara paper,

because at a lower price thenDoubble AA A4 paper. they are getting quality

for that is the strategy Bashundhara follows. Bashundhra Exercise book is

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available at tk25 which a part of pricing cues that sets in a way as if it ranges

among tk20, so psychological pricing exists.

Promotional Pricing:

Promotional pricing is temporarily pricing products below the list price, and sometimes even below cost, to increase short run sales.

Table 01: Price comparison of Bashundhara A4 paper.

(Source of interviewing dealer by questionnaire)

Name Double A Idea Bashundhara

A4

paper(80Gsm)

340 260 270

A4

paper(65Gsm)

275 175 185

Table 02: Price comparison of Bashundhara Demy Paper.

Name Karnafuli T.K Bashundhara

Demy

paper(55Gsm)

240 220 290

Demy

paper(42Gsm)

160 150 185

Table 03: Price comparison of Exercise Book.

Name Bashundhara Others

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(Local Brand)

BDK100 25 20

Small 124 32 25

Small 164 42 32

Medium124 37 28

Medium164 48 38

Medium204 60 50

Sparil 200 65 55

Sparil164 55 47

Kids 124 18 16

Kids 164 25 22

: Changing price of Bashundhara paper products.

Name present previous Variation

A4

paper(80Gsm)

270 260 10

Demy

paper(55Gsm)

290 280 10

BDK 100 25 20 5

Small124 32 28 4

Small164 42 36 6

Medium 124 37 32 5

Medium164 48 42 6

Medium204 60 50 10

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Spiral164 55 45 10

Sparil200 65 55 10

it has been found that Frequent changing price of Bashundhara

paper product for some reason

Hartal/Strike.

Transportation cost.

Taxation.

Increasing Supplier bargaining power.

Weather problem.

Sometime government imposes various policies in business. And

businessmen are to abide by those policies carefully .

Increasing price of Raw materials

In all of this products in which we have done market research, it is evident that Bashundhara paper product is providing the consumers with the best product. It is vital for Bashundhara paper product as quality&Brand, is the only tool where they have a superior advantage over other brands. But it must be noted that consumers are want to get superior products at reasonable price. So Bashundhara needs to find a fine balance between price and quality as they move forward in the coming years.

PlaceThe Bashundhara has already captured all over the country.

It has distributed it’s product from urban to rural area. All people are also habituated with that product. As it is a consumer products so every people needs it. From child to old, each person feels its necessity. So it’s coverage all over the country and all kinds of people. And finally it has also enabled to do that. Almost it follows mass segmentation.The company has vast distribution channel .they maintain different type of distribution channel for different product. As they think Bashundhara paper products convenient good, we will go for intensive marketing for this product.they will distribute it through our authorized dealers of their target market, who will sell it to as much retailer as they can. This distribution

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policy will help to make our product available at everywhere in their target market Bashundhara Group distribute their product from their warehouse which is situated in Meghnaghat ,sonargaon ,Narayangonj .they have no region wise dipu

:Distribution system of Bashundhara Paper Products

MANUFACTURER

WHOLESALER

RETAILER

CONSUMER

Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities. The study here pertains to consumer’s perceptions regarding sales promotion. Some past researches have suggested that promotion itself has an effect on the perceived value of the brand. This is because promotions provide utilitarian benefits such as monetary savings, added value, increased quality and convenience as well as hedonic benefits such as entertainment, exploration and self-expression

PromotionBashundhara paper products does have a lot of TV advertisements but with catchy and ineffective tagline such as ‘For the people, For the country ‘. They also used emotional and rational appeal to strike the audience and create demand. . Their social media presence is strongly. However they give very limited and frequent print media ads on newspapers.

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Promotional Tools:Advertising is the paid presentation and promotion of ideas, goods, or services by an identified sponsor in a mass medium. Examples include print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web pages, banner ads, emails.

Sales Promotion is media and non-media marketing communication used for a pre-determined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations or publicity is information about a firm's products and services carried by a third party in an indirect way. This includes free publicity as well as paid efforts to stimulate discussion and interest. It can be accomplished by planting a significant news story indirectly in the media, or presenting it favorably through press releases or corporate anniversary parties. Examples include newspaper and magazine articles, TVs and radio presentations, charitable contributions, speeches, issue advertising,

seminars.

Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

BASHUNDHARA uses Advertisements, publicity programs and sales promotional programmers as well. For example: they use Social media, television and radio to promote their product.

.

Radio: For the purpose of business, this channel is the best because of Bashundhara budget limitations. Promoting through radio have the lowest cost-per-contact of all channels and the highest reach as well.Radio channels like “Radio Foorti” & “Radio Today” in Bangladesh are evolving and trying to providing more and more rich entertainment to the audience. Radio is accessible to places even with no electricity in the furthest rural areas of Bangladesh.

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Newspaper: This channel for promotion also has relatively low cost-per-contact and is a very good way to reach large number of audience within short time and little effort. During the first few months of business of BASHUNDHARA print ads on the front pages of newspapers and eventually after public awareness has been created,Bashundhara slowly move to the later pages and later stop putting print ads. Future print ads in the newspapers will only be provided for price changes

and new product notifications.

Pamphlets & Leaflets: Bashundhara plan is to hire freelancers and send them to popular schools and collages to hand out leaflets after school ends. The leaflets will contain Bashundhara product offerings and price.

Allowance: Promotional money paid by the manufacturers to retailers in return for an agreement to feature the manufacturer products in some way.recently it has been found that Bashundhara group is practices such way

Promotional Budget:

Methods for setting Total budget:

Promotional budgets are often determined using a more simplistic approach, such as determining how much money is available or basing promotional expenditures on a percentage of a company's or brand's sales revenue. At this stage, the budget is often only tentative and may not be finalized until specific promotional mix strategies are developed. Four common methods are used to set the total budget for advertising:

1. Affordable method: Companies use this method, at the level of their affordability. Small businesses often use this method with the logic that the company cannot spend more on advertising than the amount it has left after the other expenses.

2. Percentage of Sales method: In this method, companies set their budget at a certain percentage of current or forecasted sales. The percentage

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of sales method is simple to use and helps management think about the relationships between promotion spending, selling price, and profit per unit.

3. Competitive Parity method: Setting budgets to match competitors' outlays and funds. They monitor competitors’ advertising and follow it. 4. Objective and Task method: The most logical budget setting method is the objective and task method whereby the company sets its promotion budget based on what it wants to accomplish with promotion. This method entails defining specific promotion objectives, the tasks needed to achieve these objectives and estimating the costs of performing these tasks.

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CHAPTER FOUR

BASHUNDHARA PAPER IN THE BANGLADESH MARKET

5.1 BASHUNDHARA PAPER PRODUCT IN THE BANGLADESH

MARKET

In the survey on the dealers OF Bashundhara paper product IN Dhaka, I have

taken the opinion of respondents about the market position Bashundhara

paper product. Most of the respondents said Bashundhara paper Product is

in the First or second position in the market. Only a few of them said

Bashundhara paper product is in the second position.

Demand For paper in Dhaka based on Brand.

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Bashundhara paper 58%Karnafuli 16%T.K 13%Ambor 8%

Others 5%

Bashundhara- 58%

Karnafuli-16%

T.K- 13%

Ambor- 8%

OTHERS- 5%

(Source: Cyber

Media)

Comments:

According to the opinion of most of the dealers, it is assumed Bashundhara paper product is in the second or First position in the market. So in order to exist in the market for a long time and to Grab the first position Bashundhara paper should take some pragmatic steps. Quality products have to be introduced, good relation should be maintained with the dealers, continuous monitoring system should be initiated, “made in” should be inscribed on the products, price should be same everywhere, one dealer should be employed at a particular region; effective promotional plan must be taken.

4.3 Current Market Status:

Although Bashundhara Paper is a growing brand, it is yet to establish itself as

the market leader. In fact it still has a long way to go.

Table: Market Comparison

: (Source of field survey)

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Name Price Quality Variety Distribution Scope for

growth

Bashundhara

Paper

High High High Very good Moderate

Karnafuli Moderate Moderat

e

Low Low Moderate

T.K Low Moderate Low Low Low

We can see from the above table that clearly overall Bashundhara leads and

have a significant lead when it comes to these values. They have been in the

market for years and have done remarkably to capture nearly one-fourth of

the total home appliance market.

Information about Dealer network:

Exclusive dealer: Those who distributor only sale Bashundhara paper

product they are known as exclusive dealer. They are get extra 2%

commission

Non exclusive dealer: Those who distributor sale different product with

paperproduct they are known as non exclusive dealer. They cannot get any

extra commission

Number of total dealer:

In Bangladesh Bashundhara group have total 395 Dealer. 150 dealer is

exclusive &245 is non exclusive dealer. Area wise they allocated their

distributor channel In 11 zone.

Zone area of distributors:

Zone area of distributors:

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SL Zone Name District

01 Dhaka North Dhaka North, Gazipur

02 Dhaka South & East Dhaka South &East,Munshigonj

03 Dhaka West Dhaka West, Manikgonj

04 Bogora Sirajgonj,Rongpur,kurigram

05 Rajshahi Pabna,Natore,Dinajpur

06 Jossore Rajbari,Kustia,Magura,Khulna

07 Mymensingh Sherpur,Jamalpur,Tangail

08 Sylhet Sunamgonj,Moulovibazar,Hobigonj

09 Chittagong Cox’s Bazar,Rangamati,Feni

10 Comilla B.Baria,Chandpur,Noakhali

11 Borishal Faridpur,Bhola,barguna

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CHAPTER FIVE

SWOT ANALYSIS OF BASHUNDHARA GROUP

5.1 SWOT ANALYSIS OF BASHUNDHARA PAPER

PRODUCT:Strengths:

Strengths are attributes that are unique to the company, product or division in

question. Some examples of strengths would be having a key scientist on your

team that has a unique skill set or knowledge that will make your new product a

success.

The strength points of products are given below-

1. We are strong enough with technological skill.

2. Our existing company is one of the best leading brands in the country.

3. We are offering the best quality product in the current market.

4. Higher qualified personnel lead management.

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5. We have strong distribution channel which helps to deliver from

manufacturer to customers.

Weaknesses

Weaknesses are just the opposite – some examples include lack of a patent or

relying on unpatented discoveries, having no clear manufacturing process or

significant process issues, or not having talent specific to the area you are moving

towards.

The weakness points are mentioned below-

1. It is a matter of weakness as ours is a new product.

2. We have to bear huge money to promote Paper product

Opportunities:

Opportunities would include an increase in the disease group that your new

product is expected to address, the opening of a new global market that the

product can fulfill , or a new federal grant to help subsidize the cost of your new

drug or treatment. Once opportunities are identified, a plan to take advantage of

them should be created.

Our opportunities are pointed out below-

1. It’s a great opportunity to introduce Paper product in national and

international markets.

2. We can utilize our huge population.

3. The changing behavior of consumers may affect our sale as they want to try

new products.

Threats:

Threats could include corporate trials in this area by other competing companies,

new regulations that would make it difficult to get approval, adverse press

garnered by any preannouncements of what you are working on, or a loss of any

type of funding for the project.

The threats points are mentioned below-

1. Our sells may decrease in the occasionally for insufficient raw materials

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2. If we cannot go to the rural sector it will stable our sell as well as

production.

3. Foreign competitors/local competitors.

The diagram of our SWOT analysis:

Competitor analysis:

Competitor analysis in marketing and strategic management is an assessment of

the strengths and weaknesses of current and potential competitors. This analysis

provides both an offensive and defensive strategic context through which to

identify opportunities and threats. Competitor profiling coalesces all of the

relevant sources of competitor analysis into one framework in the support of

efficient and effective strategy formulation, implementation, monitoring and

adjustment. We have an existing competitor and some potential competitors.

There are also some foreign competitors. Our some existing competitor is –

“Karnafuli “and other potential competitors are:

A T.K and

b) Amgbor

We hope we can provide the best quality product than our competitors and we

will capture the largest portion of Paper market.

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6.1 Findings of survey:

Position of the Customer Service Of Bashundhara Paper Products

Table-2: Bashundhara raters perform evaluation task neutrally and in an unbiased way.

Particulars Total Respondents No of Respondents Percentage of TotalHighly Agree 50 15 30%Agree 50 10 20%

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CHAPTER SIX

CUSTOMERS VIEW REGARDING BASHUNDHARA PAPER PRODUCTS

Neutral 50 10 20%Disagree 50 10 20%Highly Disagree 50 5 10%Total 50 50 100%(Source-Field Survey)

From the table-2: It is found that 30% of the respondents highly agree that Bashundhara paper

products raters perform evaluation task neutrally and in an unbiased way.20% respondents are

agreed,20% are Natural,20% are disagree,10% are highly disagree

Table-3: How satisfied are you with Bashundhara paper’s product?

Particulars Total Respondents No of Respondents Percentage of TotalHighly Satisfied 50 15 30%Very Good 50 08 16%Moderately Satisfied 50 10 20%Satisfied 50 07 14%Not Satisfied 50 10 20%Total 50 50 100%(Source-Field Survey)

From the table-3: It is found that 30% of the respondents highly satisfied with the product.20%

respondents are not satisfied,16% are very good,20% are moderately satisfied and 14% are satisfied.

Table–6 Indicate your level of satisfaction on the Price of Bashundhara paper product.

Particulars Total Respondents No of Respondents Percentage of TotalHighly Satisfied 50 05 10%Very Good 50 05 10%Moderately Satisfied 50 15 30%Satisfied 50 05 10%Not Satisfied 50 20 40%Total 50 50 100%(Source-Field Survey)

From the table-6: It is found that 10% of the respondents highly satisfied with the Price activity of

Bashundhara paper product.40% respondents are not satisfied,10% are very good,30% are

moderately satisfied and 10% are satisfied.

Table – 5 Are you satisfied with the present distribution system of Bashundhara paper

product?

Particulars Total Respondents No of Respondents Percentage of Total

Highly Satisfied 50 08 16%

Very Good 50 08 16%

Moderately Satisfied 50 15 30%

Satisfied 50 09 18%

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Not Satisfied 50 10 20%

Total 50 50 100%

(Source-Field Survey)

From the table-5: It is found that 16% of the respondents highly satisfied with the present

distribution system Bashundhara paper product.20% respondents are not satisfied,16% are

very good,30% are moderately satisfied and 18% are satisfied

respondeTable–6 Indicate your level of satisfaction on the promotional activities of

Bashundhara paper product.

Particulars Total Respondents No of Respondents Percentage of Total

Highly Satisfied 50 05 10%

Very Good 50 05 10%

Moderately Satisfied 50 10 20%

Satisfied 50 05 10%

Not Satisfied 50 25 50%

Total 50 50 100%

(Source-Field Survey)

From the table-6: It is found that 10% of the respondents highly satisfied with the promotional

activities of Bashundhara paper product.50% respondents are not satisfied,10% are very

good,20% are moderately satisfied and 10% are satisfied.

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CHAPTER SEVEN

PROBLEMS, RECOMMENDATIONS & CONCLUSION

5.1 Problems

Following problems of the Study have been identified:

Most of the Respondent believes that Better quality paper is more considerable in paper industry and other preferred to the clients than others.

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CHAPTER SEVEN

PROBLEMS, RECOMMENDATIONS & CONCLUSION

Prices of BP papers are not reasonable as of majority’s opinion where its competitors are offering with a reasonable price to their customers.

Bashundhara papers quality is better than other existing paper product brands. 

Most of the respondents are remaining before buying ensure quality of paper product and other of them preferred another thing. 

Majority of total respondent are agree with that promotional activities acting very important part.

Most of the customers are satisfied using BP Paper.

Most of the customers are not highly satisfied with Bashundhara ‘s distribution system.

5.2 Recommendations :

Government should impose restriction on importing Paper.

Packaging must be rich and language of packaging will be as per respective countries language.

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Continuing participate to the international trade fair.

Employees should be communicated properly about different program.

Bashundhara Group showed use the efficient promotional tools for buyer awareness about their Paper product.

Top level management should provide feedback on the performance of employees for improvement.

Bashundhara Group should be more concerned about their pricing strategy to capture all the buyers.

Bashundhara Group should improve their controlling and monitoring so that they can delivery product in time to the consumer.

Sales should be established on a weekly basis instead of months basis to proving flexibility in stock management.

To ensure a high level of products acceptance, the company should provide adequate training to the managers and workers and guide them toward the right objectives. Also, they should be given a sufficient knowledge about stock management.

5.3 Conclusion

Bangladesh has a huge market for consumer products and market is introducing new brands gradually. Consumer products are common here for a long time. Some of the aspects of behavioral pattern of consumers have been highlighted here. This study is mainly focus on some different aspects of market; consumer behavior and future trend.

We can see dynamic aspects of this topic after this analysis. So many finding are available now. Here, only the product quality is not everything. Along with product quality, promotional tools and consumers‟ mentality and their belief are responsible in decision making and preferences in selecting their required products.

Bashundhara Group of Industries carries good branding image over the country. Their brand building strategies are well defined. To enhance the market share and create a market leadership, the company should focus on the above-mentioned issues. If the business can utilize such contents, then it is going to become an uncontained category in the most diversified FMCG of Bangladesh. The quality of product must be maintained and promotional strategies must be modifying day by day.

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References

Text Books

Kortler, P & Armstrong, G (2009) Principles of Marketing: Marketing

Mix, 13th Edition, pp 52-54.

Kortler, P & Armstrong, G (2009) Principles of Marketing:

Convenience product, 13th edition, pp 226-227

Kortler, P & Armstrong, G (2009) Principles of Marketing: Pricing

Strategy, 13th Edition, pp 290-291.

Kortler, P & Armstrong, G (2009) Principles of Marketing: Marketing

Segmentation, 13th Edition, pp 192-201.

Kortler, P & Armstrong, G (2009) Principles of Marketing:

Distribution Channel, 13th Edition, pp 339-346.

Kortler, P & Armstrong, G (2009) Principles of Marketing: Promotion

Mix, 13th Edition, pp 418.

Kortler, P & Armstrong, G (2009) Principles of Marketing: SWOT

Analysis, 13th Edition, pp 53-54.

Articles

Porter, Michel E (2008) Harvard Business Review : Five Forces of Model,

pp- 1.

Website:

www.Bashundharagroup.com www.wikipedia.org http://mdrkarim.weebly.com/business-policy--strategy.html

07:14 am, 04/07/2016

AnnexureQUESTIONNAIRE

Q-1 Bashundhara paper products raters perform evaluation task neutraly and in an

unbiased way.

a) Highly Disagree

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b)Disagree

c) Neutral

d) Agree

e) Highly Agree

Q-2 How satisfied are you with Bashundhara paper product?

a) Very Satisfied

b) Satisfied

c) Neither

d) Unsatisfied

e) Very Unsatisfied

Q-3 How do you feel about Bashundhara paper product?

a) Good

b) Excellent

c) Fair

d) Superb

e) No Idea

Q-4 Are you satisfied with the product design of Bashundhara Group?

a) Very Satisfied

b) Satisfied

c) Neither

d) Unsatisfied

e) Very Unsatisfied

Q-5 Are you satisfied with the price of Bashundhara paper product?

a) Very Satisfied

b) Satisfied

c) Neither

d) Unsatisfied

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e) Very Unsatisfied

Q-6 Does Bashundhara operate a formal performance management system?

a) Yes

b) No

Q-7 Are you satisfied with the present distribution system of Bashundhara Paper

product?

a) Very Satisfied

b) Satisfied

c) Neither

d) Unsatisfied

e) Very Unsatisfied

Q-8 Indicate your level of satisfaction on the promotional activities of

Bashundhara paper product.

a) Very Satisfied

b) Satisfied

c) Neither

d) Unsatisfied

e) Very Unsatisfied

Appendax

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