Intern Report-Abdur Rahim

Internship Report On

“Suggesting Sales Strategy for Converting Newly Launched Product into Successful Brand”

Of

Berger Paints (BD) Ltd

(THIS REPORT IS SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION WITH A MAJOR IN MARKETING)

Prepared by:

Name: Abdur Rahim ID: 0321009

Program: BBA Semester: Summer-2007

Submission Date: September 06, 2007

SCHOOL OF BUSINESS Independent University, Bangladesh

Date: Sep 6, 2007 To Mr. Tahlil Azim Assistant Professor School Of Business Independent University, Bangladesh Subject: Submission of Internship Report.

Dear Sir, With an immense pleasure, I would like to submit my Internship Report titled, ‘An in depth analysis on sales strategies should be adopted to convert newly launched products of Berger Paints (BD) Ltd. into successful brands’ to fulfill the requirement of BBA Program. I am very delight to tell you that working on this internship report has given me a wide range of exposure. To prepare this report, I have faced extensive face to face interviews with professionals as well as customers. It has taught me the value of patience, and has given me a higher insight on the level of communication in the practical world. In every segment of the report, I have tried to make an honest endeavor to present it as good combination of my knowledge, intelligence and the information gathering. It is highly pleasure for me to get you as a supervision of my thesis work. I admit that you gave me proper direction, necessary guidelines and physical support that made it possible too such cumbersome deed. I express my special gratitude to you for dedicating your valuable time and helping me whenever I needed. I believe that without your proper assistance, I could not complete this report in such a discipline way. At the time of preparing this report, some flaws may emerge; hope that you will consider these flaws favorably. Yours sincerely ----------------- Abdur Rahim ID: 0321009

I

Acknowledgement

Internship report is essential for our academic curriculum. It bestows us

a golden opportunity to learn on any topic. I think it’s a great

opportunity for business students to improve themselves. First, all

praises and admiration to almighty Allah, the most gracious, the most

kind and merciful who has turned all my effort into a great success. I

would like to convey my sincere and deep sense of appreciation to all the

people who helped me to prepare this report.

I want to pay my gratitude to Mr. Nazim Uddin Helali, General Manager

(CF and J&N), and Mrs. Taslima Hoque, Manager, Human Resources for

letting me to accomplish my Internee program at Berger Paints(BD) Ltd.

My thanks is to my internship supervisor Mr. Tahlil Azim, Assistant

Professor, School of Business, Independent University, Bangladesh for

his dearness cooperation and valuable time towards enhancing the

understanding of the fact and preparing this report.

My debt to Mr. Nazrul Islam, Branch Manager, Chittagong sales office

has approved me to do internship in Chittagong Sales.

I am thankful to the management of BERGER PAINTS (BD) LTD. for

giving me permission to have free access to their managerial people with

good faith. I convey my special thanks to Mr. Sabuj Swapan Barua, Area

Sales Manager, Decorative, Mr. Syed Aminul Islam, Sales Officer,

Decorative, Mr.Pratap Mitra Barua, Sales Officer, Decorative, Mr.Akter

Hossain, Account officer, Mr.Ziaul Hossain Sikdar, Color Consultant, and

Berger Home Décor. Mr. Anamul Islam, Sales Support Officer who gave

me their thought and concepts about the works and functions of the

department during my preliminary investigation and requirement

analysis meetings they helped me by giving their time and access to the

paper works and other constraints.

Finally thanks to Mr. Tahlil Azim, my supervisor once again, for his

guidance and support throughout the whole report preparation and for

sparing his valuable time to read my report and providing valuable

feedback to update it.

II

Executive Summary

Bangladesh is a small but at the same time it’s a prospective country. There

are many opportunities around us; we can take the chance of using these

potentials. But it’s amazing; the potentials are not being utilized completely

by our countryman. Consequently, our country is seemed to depend on

foreign direct investment (FDI) for utilizing its market prospect. Thus over

the years many worlds renowned multinational companies have been

investing in different industries of our country. Berger Paints Bangladesh

Ltd, among them one of the leading paint company began its business in

Bangladesh since independence and this has been a footstep to bring more

than 230 years of global paint industry experience into Bangladesh.

However, Berger has set its commitment- “To service, to customers, to paint

traders and to associates and finally to the community in which Berger

works. Berger Paints (BD) Ltd is committed to achieving total consumer

satisfaction and commit to continue as the market leader through consistent

sales growth, increasing productivity and developing new products befitting

consumer needs. According to their policy, Berger has come up with some

new products and wants to see these products as successful brand. But in

the challenging market situation to remain a market leader where other

paint companies are operating, it is tough. There fore, this research is

conducted to suggest sales strategies that should be adopted to convert

newly launched products into successful brands. This research is done based

on company personnel, dealers, painters and consumers. This research

required samples from both Dealers and Household and the sample size

were 20 and 60 respectively. These samples were selected through

judgmental sampling method. Questionnaire survey method and observation

method have used to conduct the research. There were two types of

questionnaire, one is for dealers and another one is for end users. Both

types of questionnaire were formed with the combination of close-ended and

open-ended questions and respondents answered on five scales of graphic

rating scale and ranking scale. The data were collected through door to door

interview with company employees, dealers and households and own

observation also used to collect necessary information as well. The research

findings showed that the effective sales promotion tools for both consumers

and traders are very imperative to convert a new product into successful

brand. III

Berger Paints (BD) Ltd.

Table of Content

IIssssuueess PPaaggee NNoo

Letter of Transmittal I

Acknowledgement II

Executive Summary III

Chap 1- Introduction

1.1 Background of the study 1

1.2 Origin of the report 1

1.3 Purpose of the study 1

1.4 Objectives of the study 2

1.5 Scope of the study 2

1.6 Methodology 3

1.7 Limitations of the study 6

Chap 2- Background of the company

2.1.1 An Overview 8

2.1.2 Vision and Mission of the company 10

2.1.3 Berger’s Commitment 10

2.1.4 Organization structure of the company 11

2.1.5 Quality Policy 11

2.1.6 Area of Operation 12

2.1.7 Berger Decorative Paints 12

2.1.8 Berger Industrial Paints 13

2.1.9 Berger Marine Paints 15

2.1.10 Berger Color Bank 16

2.1.11 Marketing Mix of Berger Paints 18

Chap 3- Literature Review

3.1 Sales Promotion 20

3.2 Public Relations 27

Chap 4- Findings

4.1 Objective 1: Newly launched selected products of Berger paints (Bangladesh) Ltd.

4.1.1 Robbialac Easy Clean 30

4.1.2 Robbialac Wall Putty 32

4.1.3 Robbialac Exterior Wall Putty 35

4.1.4 Weather Coat Long Life 37


IIssssuueess PPaaggee NNoo

4.2 Objective 2: Promotion/Communication Mix of Berger Paints (BD) Ltd.

4.2.1 Electronic media 41

4.2.2 Print Media 41

4.2.3 Billboard 42

4.2.4 Leaflet 42

4.2.5 Sales Promotion 42

4.2.5.1 Consumer promotion tools used by Berger 42

4.2.5.2 Trade promotion tools used by Berger 43

4.2.5.3 Publicity 44

4.2.5.4 Public Relations 44

4.3 Objective 3: Recommendations

4.3.1 Giving TV advertisements 46

4.3.2 Giving News Paper Advertisement 46

4.3.3 Using Bill Boards 47

4.3.4 Effective consumer promotion tools 47

4.3.5 Effective trade promotion tools 49

Chap 5- Conclusion

5.1 Ending Notes 50

5.2 Bibliography 50

5.3 Appendix

5.3.1 Questionnaire for Dealer 51

5.3.2 Questionnaire for Household 56


1.1 Background of the study As a graduating student of Independent University, Bangladesh, School

of business, every student has to attend the 12 weeks internship

program i.e. BBA 499 in any business organization and after completing

the program the student has to submit a report. Therefore, this is the

reason of making this report.

1.2 Origin of the report Under the internship program, every student obtains the opportunity to

utilize for acquiring practical knowledge, prepare a descriptive report

with proper study is a nominated esteemed organization under the

guidance of a knowledgeable person as a teacher to guide, supervise

and help the student to complete his/her study, before awarding the BBA

Degree. Therefore, this report has been prepared to describe about the

practical knowledge and experience that is gathered during the 12 weeks

program in Berger Paints (BD) Ltd. It contains my experience with the

Berger Paints (BD) Ltd and gives me an opportunity to know about paint

industry. The proposed topic of this report is to suggest sales strategies

that should be adopted to convert newly launched products into

successful brands and was decided by the Branch Manager, Chittagong

Sales Depot.

1.3 Purpose of the study To be perfect in field of study, both the theoretical and practical study is

necessary in the context of the modern business world to exist in the

keenest competition. To resolve the dichotomy between theory and

practice, this internship program is necessary for every student to

complete his/her academic area, enrich store of knowledge. Berger

Paints (BD) Ltd, my host organization, where I have been worked for the

last 12 weeks as Internee and observed BPBL would like to retain their

unique market leadership through constant product innovation and

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development beyond other efforts and endeavor. I was asked to make a

constructive study on suggesting sales strategies should be adopted to

convert new products into successful brands. Therefore this study will

help to determine the various aspects of promotional tools which will

make the consumers aware about brands and finally will recommend

ways to promote end users and various traders so that Berger can retain

their market leadership.

1.4 Objectives of the study 1.4.1 Broad Objective “To suggest sales strategies to convert newly launched products into

successful brands”

1.4.2 Specific Objectives

The specific objectives are as follows:

►To know about newly launched selected products

►To know the current sales strategies for the selected products

►To recommend measures to establish the selected products as

successful brands in the market.

1.5 Scope of the study Berger Paints (BD) Ltd is leading multinational paint company. The

target market of this paint company is the middle class, upper middle

class and upper class people of entire Bangladesh. There are 7

geographically located sales depot of BPBL such as Dhaka, Chittagong,

Rajshahi, Comilla, Sylhet, Bogra and Khulna. I have selected Chittagong

as study area.

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1.6 Methodology In the following section, the detail methodology of the research has been

described on the basis of research design, research methods, sampling

design and data collection method. 1.6.1 Research design

From the view point of function this is a causal research. This research is

conducted to suggest sales strategies to convert newly launched

products of BPBL. From the view point of nature of data this is a

Qualitative research and this is a combination of both field and desk

research. It required data collection from dealers house holds, painters

and company personnel. Again it required data from internet, different

books and journals.

1.6.2 Research Method

Here I used questionnaire survey method and observation method for

conducting the research. There were two types of questionnaire, one is

for dealers and another one is for end users. Both types of questionnaire

were formed with the combination of close-ended and open-ended

questions.

For survey method, I looked for the way followed by:

Door-to-door interview

1.6.3 Scaling techniques

I used five scales of graphic rating scale and ranking scale to prepare the

questionnaire.

1.6.4 Sampling Method

1.6.4.1 Population

The research is conducted based on end users (House hold) and dealers.

According to that, the entire middle class, upper middle class and upper

class house holds of the CTG city; all the registered dealers are

considered as population.

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1.6.4.2 Sample Size

Dealers: Top twenty dealers of three particular zones are selected as

sample.

No Dealer’s Name Zone

01 Momota H/W Store Nobab Sirajudoula Road 1

02 Rajib H/W Store, Nobab Sirajudoula Road 1

03 Mallic H/W Store, Chawk Bazar 1

04 Bangladesh H/W Store, Pahartoli 1

05 Bismillah H/W Store, Telly Patty Road 1

06 Modiana H/W & Sanitary,DTRoad,Cornalhat 1

07 Mohammadi Builders, Kazir Dewri 2

08 Akash H/W, Chatteshari Road 2

09 Millennium Builders, Jubillee Road 2

10 Showdagar Agencies, Jubilee Road 2

11 Mitali Stone, Love Lane Road 2

12 Popy H/W, Sytation Road 2

13 Al Noor H/W,Asadgong 3

14 Siddique Trading, Halishahar Boropol 3

15 Rainbow H/W , Agrabad Chomohony 3

16 Bangladesh Builders,Teri Bazar 3

17 Nasim & Brothers, GEC 3

18 Prime H/W, Sholo shahar 2 no gate 3

19 S.A National, BouBazar 3

20 Bengal H/W Store, Khatungong 3

Household: To find out household sample I have selected 6 residential

areas. These are Khulsi, Sugandha, Nasirabad Housing Society, Hill view

Housing Society, Chandgaon R/A and Agrabad CDA R/A. From these six

areas 60 households are selected as sample. Each area contained 10

household.

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1.6.4.3 Technique to select samples

Judgmental sampling was used under non-probability sampling.

Dealers: I have interviewed top 20 selling dealers among many other

dealers of BPBL. Here my own judgment was the dealers who are selling

more Berger’s product can give more information. Besides this as they

are dealing with more consumer than they may become more

knowledgeable about Berger’s demand and other aspects in the market

place. Moreover, for time limitation I have selected this purposive

sampling method. However, I got the list of top 20 sellers from company

personnel.

House hold: To select house hold samples I also looked at purposive

sampling technique. My thinking was if I go for residential area such as

Khulsi, Sugandha, Chandgaon R/A, Agrabad CDA R/A, Nasirabad

Housing Society and Hill view Housing Society where upper class, upper

middle class and also middle class people are living then it will be easy

for me to have all necessary information and will not take more time as

well.

1.6.4.4 Sample component

Door-to Door interview: Individual [Household] and dealers

1.6.5 Sources of Information

There have been used two basic sources of data. These were:

Primary Data

Secondary Data

1.6.5.1 Primary Data

Face to face conversation with the company employees

By interviewing and interacting with dealers and individual from

household

Talking with painters at dealer’s point.

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1.6.5.2 Secondary Data

Different types of secondary data have been collected from different

aspects. Sources of secondary information are as follows:

Product brochures, catalogue and manuals.

Internet

Berger Bulletin

Books.

1.6.6 Data Collection Methods

In depth interview: During the research, in depth interviews were

conducted with various employees of Berger in Chittagong sales office.

Questionnaire Survey: To collect information and data gathering two

particular questionnaire were designed for both dealers and household.

The questionnaires were designed with the combination of both open-

ended and close-ended questions.

Observation: My own observation was also used to collect necessary

information. During the interview with dealers, at the same time I

observed dealers’ activity, consumers who came to purchase paint and

shop condition.

1.6.7Survey period

Survey period for this research is 12 weeks.

1.7 Limitations of the study There were few limitations in the study due to some uncontrollable and

unavoidable factors as the report attempts to reflect the exact scenario.

Some of the limitations of the report are as follows:

The availability of adequate data was a major problem in making

the report.

There were a few questions which were tactfully avoided or not

exactly answered by the respondents.

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Sometimes the respondents were in rush, so they didn't want to

provide information willfully.

Time frame for the research was very limited.

Large scale research was not possible due to constraints and

restrictions posed by the organization.

To protect the organization’s confidentiality, some parts of the

report are not in depth.

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2.1 Background of the company 2.1.1 Berger Paints (BD) Ltd: An overview

Berger is one of the oldest names in paint industry tracing back to 1760.

Lewis Berger, a German national, founded dye & pigment making

business in England. Lewis Berger & Sons Limited grew rapidly with a

strong reputation for innovation and entrepreneurship culminating in

perfecting the process of making Prussian blue, a deep blue dye, a color

widely used for many European armies' uniform. Production of dyes &

pigments evolved into production of paints & coatings, which till today,

remains the core business of Berger. Berger grew rapidly by establishing

branches the world over and through merging with other leading paint &

coating companies.

Berger has been involved in paint business since 1950 in Bangladesh

when paints were first imported from Berger UK and then from Berger

Pakistan. In 1970, Berger Paints Bangladesh Limited (BPBL) erstwhile

Jenson & Nicholson had set up its paint factory in Chittagong at an

estimated investment of TK.4 million. The shareholders were Jenson &

Nicholson (J& N), Duncan Macneil & Co Ltd and Dada Group. Duncan

Macneil subsequently sold their shares to majority shareholder J& N

group. The Dada group's share ultimately vested with the Government of

Peoples' Republic of Bangladesh after the independence. The name of

the company was changed from J& N (Bangladesh) Limited to Berger

Paints Bangladesh Limited on 1st January 1980. In August 2000, J& N

investment (Asia) Ltd purchased Government shareholding. Now, Berger

Paints Bangladesh Limited is 100% owned by J& N Investment (Asia)

Limited, UK.

Over the decades, Berger has evolved to becoming the leading paint

solution provider in this country and has diversified into every sphere of

the industry - from Decorative Paints to Industrial Coatings, from Marine

Coatings to Powder Coating and what not.

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To give a comprehensive and sustainable painting solution to the need of

the industry, Berger has invested more on technology and Research &

Development (R & D) than any other manufacturer in this market. It

selects the raw materials from some of the best known names in the

world: MITSUI, MOBIL, DUPONT, HOECHST and BASF are a few to name.

The superior quality of Berger's products has been possible because of

support from its advanced plants and an international-standard of strict

quality.

Investment in technology and plant capacity is even more evident from

the new factory of Berger Paints Bangladesh Limited at Savar,Dhaka.

The state-of-the-art factory is an addition to Berger's capacity to make it

the paint-giant in Bangladesh. Not to forget about the first Double Tight

Can manufacturing unit in its Chittagong factory. All, together with

devotion into R & D to make it the reputed center of Basic & Applied

Research in paint and Resin Technology, proof the commitment that

Berger has for this industry.

With its strong distribution network, Berger has reached almost every

corner of Bangladesh. Nationwide Dealer Network, supported by 7 Sales

Depots strategically located at Dhaka, Chittagong, Rajshahi, Khulna,

Bogra, Sylhet and Comilla has an unmatched capability to answer to

paint needs at almost anywhere in Bangladesh.

The sheer innovation and development drive is reflected on the various

products Berger has so far launched in this market. The product range

includes, specialized outdoor paints protective of the worst weather

conditions, Color Bank, superior Marine Paints, Textured Coatings, Heat

Resistant Paints, Roofing Compound and Epoxies. In each of the product

category, Berger has always been the pioneer and will continue to do so

proudly.

Berger's one of the prime objectives is to provide best customer support-

connecting consumers to technology through specialized services like

free technical advice on surface preparation, color consultancy, special

color schemes etc. To bolster customer satisfaction, Berger has recently

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launched Home Decor Service from which once can get an array of

services pertaining to painting. With world class range and durability,

Berger is always ready to answer to all weather conditions.

2.1.2 Vision and Mission of the company

The vision and mission of Berger Paints Bangladesh Ltd. (BPBL) is very

transparent and tangible. Berger emphasize highly on the ethical

commitment to produce benchmark quality product. The vision and

mission statement of the company are:

2.1.2.1 Vision

We shall remain as the benchmark in the Paint industry by: Being an

innovative and technology driven Company consistently delivering world-

class products ensuring best consumer satisfaction through continuous

value added services provided by highly professional and committed

team.

2.1.2.2 Mission

We shall increase our turnover by 100% in the next five years.

We shall remain socially committed ethical Company.

2.1.3 Berger’s Commitment

“To service, to customers, to paint traders and to our associates and

finally to the community in which we work.

OUR COMMITMENT to serve is not just a question of making the right

product and selling it, it is much more than that, it is an attitude of

mind, which permits every operation of the company, and distinguishes

it from its competitors. Our COMMITMENT encourages professionalism,

stimulates innovation and promotes team work”.

2.1.3.1 Berger’s Slogan

Berger: Trusted Worldwide

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2.1.4 Organization structure of the company

Managing Director

Director Director Director Manager (Sales & Marketing) Human Resource (Finance) (Operation)

General Manager General Manager Branch manager(Production)

Production Manager

Area sales manager

Asst. manager Manager Manager Manager Manager Officer Manager Sales officer Production Quality Control Maintenance Raw material Distribution System Administration

Distribution officer

Officer Officer Officer Officer Officer

Officer (Tinting production)

Officer (Home decor)

2.1.5 Quality Policy

We at Berger Paints Bangladesh Limited are committed to achieving

total consumer satisfaction.

We commit to project ourselves as an ethical and socially responsible

company.

We commit to continue as the market leader through consistent sales

growth, increasing productivity and developing new products befitting

consumer needs.

We shall ensure continual improvement in our operations through

utilization of our highly professional and dedicated team, proper process

management and participation of our stakeholders.

We shall set measurable targets at appropriate stages and shall

continuously monitor them.

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2.1.6 Area of Operation

Berger Paints operates in three broad segments of the paint industry.

2.1.6.1 Decorative Paint

• The objective is to beautify the surfaces with protection from corrosion

and erosion

• This business category mainly targets household segment

• Products are being offered to the consumers through a dealer network

• Products fulfill the aesthetic value of the consumers

• Major revenue earning business area of BPBL

2.1.6.2 Industrial

• Tailor made products to cater to the specific needs of customers

• Products give protection to the surfaces in extreme situations like

severe hazardous environment, high temperature, movement of heavy

materials and machinery etc.

• Direct marketing approach is being used to promote the Industrial

Coatings

• Main customer groups: Garments Factories, Chemical Plants, Fertilizer

Manufacturing Plants, Consumer Durable Manufacturing Plants etc.

2.1.6.3 Marine

• Products are being offered mainly through direct marketing approach.

• Dock Yards, Bangladesh Navy, Passenger Ships are the main user

groups.

• Market is mostly concentrated in Dhaka and Chittagong.

2.1.7 Berger Decorative Paints

2.1.7.1 Product range

►Robbialac Synthetic Enamel (RSE)

►Robbialac Acrylic Plastic Emulsion (APE)

►Luxury Silk Emulsion (LSE)

►Robbialac Synthetic Polyvinyl Distemper (SPD)

►Peacock Synthetic Distemper

►Jhilik Synthetic Enamel (JSE)

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►Parrot Synthetic Enamel

►Robbialac Weather Coat Smooth

►Tartaruga Textured Wall Finish

►Robbialac Plastron Alk.Resis.Sealer

►Robbialac Water Sealer

►Durocem

►Auto Coat Primer Surface

►Robbialac Wall Putty

►Robbialac Exterior Wall Putty

►Robbialac Anti Corrosive Red Oxide Primer

►Robbialac Aluminum paint

►Robbialac Synthetic Clear Varnish

►Robbialac Red Oxide Primer

►Robbialac Synthetic Red Lead Primer

►Flexible Roofing Compound

►Robbialac Silicone Water Repellent

►Robbialac Wood Keeper

►Aqua Safe

►Robbialac Damp Stop

►Robbialac Thinner T-6

►Robbialac Thinner T-3

2.1.8 Berger Industrial Paints


►Jensolin Thinner T-1

►Jensolin Thinner T-1 (Progoti)







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►Jensolin Washing Thinner

►Jensolin Thinner T-C

►Jensolin Mixing Thinner

►Jensolin Industrial Undercoat

►Jensolin Red Oxide Primer

►Jensolin Zinc Chromate Primer

►Jensolin Aluminum Paint

►Jensolin High Heat Resisting Paint

►Jensolin Bituminous Black Paint

►Jensolin Industrial Enamel

►Berger Industrial Enamel

►Jensolin Hymeg Insulating Varnish Black

►Jensolin Paint Remover

►Jensolin Air Drying Phosphate Primer

►Jensolin R.C Varnish

►Jensolin Drum Paint

►Jensolin Stoving Enamel

►Berger Stoving Enamel

►Jensolin Stoving Primer Surface

►Jensolin Stoving Red Oxide Primer

►Jensolin Stoving Undercoat

►Jensolin Q/D Emnamel

►Jensolin Cycle Stoving Enamel Black Finish

►Jensolin Cycle Stoving Undercoat Black

►Jensolin Heat Resisting Chimney Black

►Jensolin Apexior Boiler Composition No.1

►Jensolin Apexior Boiler Composition No.3

►Jensolin Stoving Clear Lacquer

►Jensolin Wash Primer

►Jensolin Catalyst for Wash Primer

►Jensolin Chlorinated Rubber Paint

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►Jensolin Chlorinated Rubber Primer

►Berger Chlorubber Paints

►Jensolin Tower Finish

►Jensolin Road Marking Paint

►Jensolin High Building Runway Marking Paint

►Jensolin Swimming Pool Paint

►Jensolin Tennis Court Finishing

►Jensolin Tennis Court Primer

►Jensolin Epoxy Jointing Compound

►Jensolin Epilux-4 Epoxy Primer

►Jensolin Epilux-4 Epoxy Enamel

►Jensolin Epilux-5 Coaltar Epoxy

►Jensolin Epilux Flooring Compound

►Berger Epoxy Enamel

►Jensolin Polyurethane Paint

►Berger Industrial Red Lead Primer

►Berger Industrial Anti Corrosive Red Oxide Primer

►Jensolin Anti Fungus Solution

►Jensolin Degreasing Compound

►Jensolin Bison All Purpose Primer

►Jensolin Synthetic Clear Varnish

2.1.9 Berger Marine Paints


►Seaborne Thinner T-1





►Berger Marine Epoxy Thinner

►Seaborne High Gloss Enamel

►Seaborne White Undercoat

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►Seaborne Aluminum Paint

►Seaborne Bituminous Black Paint

►Seaborne Red Oxide Primer

►Seaborne Red Lead Primer

►Seaborne Zinc Chromate Primer

►Seaborne Anti Corrosive Black & Red

►Seaborne Antifouling Red

►Seaborne Boot Topping All Colors

►Seaborne Topside Paint

►Seaborne Deck Paint

►Seaborne Metallic Protective Bronze & Brown

►Seaborne Rust Remover

►Seaborne Paint Remover

►Seaborne Heat Resisting Chimney Black

►Seaborne Epilux 4 Epoxy Enamel

►Seaborne Epilux 5 Coaltar Epoxy

►Berger Marine Enamel

►Berger Marine Anti Corrosive Red Oxide

►Berger Marine Red Lead Primer

►Berger Marine Red Oxide Primer

2.1.10 Berger Color Bank

Berger Color Bank introduces the consumer to the global way to paint

with an unlimited choice of shades to match their taste-instantly. The

shade cards in Berger Color Bank stores are merely indicative of the

amazing choice; Berger Color Bank can give the consumers. The rest is

up to consumers’ imagination and their fingertips. Every Berger Color

Bank stores has a computerized color tinting machine to help the

consumers choose and take home their own shades from Berger’s world

class range of paints. Availability of consumers’ chosen shades is always

ensured as the paint is created and dispensed by the machine before

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their very own eyes. What's more, as consumers see the shades of their

choice on the screen, it also suggests three other colors to match it.

Today thousands of satisfied customers swear by Berger Color Bank,

resulting in the installation of numbers of tinting machines in Berger

Color Bank stores across the country.

2.1.10.1 Berger’s access to world class quality

Berger Color Bank uses superior imported colorants and the world

renowned tinting technology of Italtinto, Italy. All these assure the

consumers a paint quality which is world class.

2.1.10.2 Match and compare endless color combination

Berger Color Bank has unique Tint vision software which allows the

consumers to see infinite color combinations on the screen of the

computer. If the consumer so desire, they can mix, match and create

own shades as well.

2.1.10.3 Color Bank Product

Products of Color Bank includes:

►Robbialac Plastic Emulsion Classic

►Robbialac SPD Super

►Weather Coat Smooth Classic

►Weather Coat Long Life

►Robbialac Synthetic Enamel Gold

►Luxury Silk Splendor

►Robbialac Easy Clean

►Robbialac Pearl Luster Finish

►Wood keeper Finesse

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2.1.11 Marketing Mix of Berger Paints

2.1.11.1 Market Segmentation

For segmenting total paint market, Berger uses more than one basis.

Initially, total business of the Co. is segmented on the basis of customer

types. Berger segments total market as Decorative, Industrial & Marine.

Then, Decorative group is further segmented on the basis of surface

types- wooden, metal & concrete. Again, sub-class of the total paint

market is sliced on the basis of Internal & External surface category. At

the last step, price segmentation is used to create a number of small

niches– Premium, Regular & Economy- in the market.

2.1.11.2 Product

Berger is committed to offer quality products that satisfy consumers’

ultimate desires from paints with the help of state-of–art technology.

Berger always believes in one step ahead in offering new product to

create more value for customers’ money. Berger outsmarts other

competitors of the market through its one step in advance policy and

innovative market offers. Berger is trying to fill up all holes of the

market through offering a wide range of products to meet the needs

(Premium to Economy Paints) of different types of users and to solve the

different types of functional requirements (Industrial, Decorative &

Marine). Berger Bangladesh offers approximately 600 SKU including

variations within basic product groups. Due to shift in market growth

trends Berger is trying to establish itself in the economy segment of the

paint market.

2.1.11.3 Price

Generally Berger follows cost based pricing method. After calculation of

the total manufacturing cost (Direct & Indirect RM cost, Direct & Indirect

Labor cost and Manufacturing overhead cost) and adds 20% GP to get

the price point of the product. But this is not the rule of thumb in pricing

the Berger products. Competitor based pricing policy is also followed as

well because of the increased competition in the paint market.

- 18 -


2.1.11.4 Place/Distribution

Berger follows the direct distribution policy to make the paints available

in the market. Berger distributes paints through its own sales force.

Distribution activities of Berger in all over Bangladesh are covered by 7

(Seven) strategic depots. The distribution channel covers:

Distribution Channel

2.1.11.5 Promotion

Product promotion is very much important for a company to introduce

the product to the target customer. Now a day most of the companies

are using various promotional tools to let the consumers know about

their product. Like other organization Berger is also taking up the help of

various promotional tools. Berger has a variety of product. Though

Berger is a leading multinational company and it has a very good brand

image, Berger is doing their product campaign through different media,

promotional tools. Right now Berger is using Television ads to make the

consumers about their products. Besides this Berger uses billboards,

product leaflets, brochures to reach their products to the consumers.

Moreover, Berger is also doing various trade promotional tools to

promote their dealers. Not only that, Berger takes part in different fair,

maintaining sponsorship, arranging different creativity competition to

increase their public relation and publicity.

Factory

End users District sales depot

Dealers

- 19 -


3.1 Sales Promotion Sales promotion, a key factor in marketing campaigns, consists of a

diverse collection of incentive tools, mostly short term, designed to

stimulate quicker or greater purchase of particular products or services by

consumers or the trade."

Advertising offers a reason to buy whereas sales promotion offers an

incentive to buy. Sales promotion includes tools for consumer promotion

as well as trade promotion. These tools are used by most organizations,

including nonprofit organizations. Churches, for example, often sponsor

bingo games, theater parties, testimonial dinners, and raffles.

A decade ago, the advertising-to-sales-promotion ratio was about 60:40.

Today, in many consumer packaged-goods companies, sales promotion

accounts for 65 to 75 percent of the combined budget. Sales-promotion

expenditures have been increasing as a percentage of budget expenditure

annually for the last two decades. Several factors contribute to this rapid

growth, particularly in consumer markets:

• Promotion is now more accepted by top management as an

effective sales tool.

• More product managers are qualified to use sales-promotion tools

and are under greater pressure to increase current sales.

• The number of brands has increased.

• Competitors use promotions frequently.

• Many brands are seen as similar and consumers are more price-

oriented.

• The trade has demanded more deals from manufacturers.

• Advertising efficiency has declined because of rising costs, media

clutter, and legal restraints.

The rapid growth of sales-promotion media has created clatter similar to

advertising clutter. Manufacturers have to find ways to rise above the

clutter---for instance, by offering larger coupon-redemption values or

using more dramatic point-of-purchase displays or demonstrations.

- 20 -


3.1.1 Purpose of Sales Promotion

Sales-promotion tools vary in their specific objectives. A free sample

stimulates consumer trial, whereas a free management-advisory service

alms at cementing a long-term relationship with a retailer. Sales promotion

is used to avail following factors:

• Immediate purchases

• Increase trial

• Boost consumer inventory

• Encourage repurchase

• Increase ad effectiveness

• Encourage brand switching

• Encourage brand loyalty

Sellers use incentive-type promotions to attract new triers, to reward

loyal customers, and to increase the repurchase rates of occasional users.

Sales promotions often attract brand switchers, who are primarily looking

for low price, good value, or premiums. Sales promotions are unlikely to

turn them into loyal users. Sales promotions used in markets of high brand

similarity produce a high sales response in the short run but little

permanent gain in market share. In markets of high brand dissimilarity,

sales promotions can alter market shares permanently.

Sales promotions enable manufacturers to adjust to short-term

variations in supply and demand. They enable manufacturers to test how

high a list price they can charge, because they can always discount it.

They induce consumers to try new products instead of never straying

from current ones. They lead to more varied retail formats, such as the

everyday-low-price store and the promotional-pricing store. They promote

greater consumer awareness of prices. They permit manufacturers to sell

more than they would normally sell at the list price. They help the

manufacturer adapt programs to different consumer segments.

Consumers themselves enjoy some satisfaction from being smart

shoppers when they take advantage of price specials.

- 21 -


3.1.2 Major decisions in sales Promotion

In using sales promotion, a company must establish its objectives, select

the tools, develop the program, pretest the program, implement and

control it, and evaluate the results.

3.1.2.1 ESTABLISHING OBJECTIVES

Sales-promotion objectives are derived from broader promotion

objectives, which are derived from more basic marketing objectives

developed for the product. For consumers, objectives include encouraging

purchase of larger- sized units, building trial among nonusers, and

attracting switchers away from competitors' brands. For retailers,

objectives include persuading retailers to carry new items and higher

levels of inventory, encouraging off-season buying, encouraging stocking

of related items, offsetting competitive promotions, building brand

loyalty, and gaining entry into new retail outlets. For the sales force,

objectives include encouraging support of a new product or model,

encouraging more prospecting and stimulating off-season sales.'

3.1.2.2 Objective of Sales Promotion

Type of Buyer Desired Results Sales Promotion

Examples Loyal Customers

• Reinforce behavior • Increase

consumption • Change timing

• Loyalty marketing • Bonus packs

Competitor’s Customers

• Break loyalty • Persuade to

switch

• Sampling • Sweepstakes,

contests, premiums

Brand Switchers

• Persuade to buy your brand more often

• Price-lowering promotion

• Trade deals

Price Buyers

• Appeal with low prices

• Supply added value

• Coupons, price-off packages, refunds

• Trade deals

- 22 -


3.1.2.3 SELECTING CONSUMER-PROMOTION TOOLS

The promotion planner should take into account the type of market,

sales-promotion objectives, competitive conditions, and each tool's cost-

effectiveness.

Sales promotion seems most effective when used together with

advertising. In one study, a price promotion alone produced only a 15

percent increase in sales volume. When combined with feature

advertising, sales volume increased 19 percent; when combined with

feature advertising and a point-of-purchase display, sales volume

increased 24 percent."

3.1.2.3.1 Tools for consumer sales promotion

Coupon

A certificate that entitles consumers to an

immediate price reduction.

Rebate

A cash refund given for the

purchase of a product during

a specific product.

Premium

An extra item offered to the consumer, usually in

exchange

for some proof of purchase.

Loyalty

Marketing

Program

A promotional program designed

to build long-term, mutually beneficial

relationships between

a company and key customers.

Frequent

Buyer

Program

A loyalty program in which loyal consumers are

rewarded for

making multiple purchases.

Contest

Promotions that require skill or ability to compete

for prizes.

- 23 -


Sweepstakes

Promotions that depend on

chance or luck, with

free participation.

Sampling

A promotional program that allows the consumer

the opportunity to try a product or service for

free. Methods of sampling are direct mail, door to

door delivery, packaging with another product,

retail store demonstration.

Point of purchase POP displays and demonstrations take place at

the point-of-purchase or sale. The goals of PoP

displays are build traffic, advertise the product,

and induce impulse buying.

3.1.2.4 SELECTING TRADE-PROMOTION TOOLS

Manufacturers use a number of trade promotion tools surprisingly, a

higher proportion of the promotion pie is devoted to trade-promotion

tool (46.9 percent) than to consumer promotion (27.9 percent), with

media advertising capturing the remaining 25.2 percent. Manufacturers

award money to the trade:

(1) To persuade the retailer or wholesaler to carry the brand

(2) To persuade the retailer or wholesaler to carry more units than the

normal amount

(3) To induce retailers to promote the brand by featuring, display, and

price reductions; and

(4) To stimulate retailers and their sales clerks to push the product.

The growing power of large retailers has increased their ability to

demand trade promotion at the expense of consumer promotion and

advertising. These retailers depend on promotion money from the

manufacturers. No manufacturer could unilaterally stop offering

trade allowances without losing retailer support. The company's

sales force and its brand managers are often at odds over trade

promotion. The sales force says that the local retailers will not

- 24 -


keep the company's products on the shelf unless they receive

more trade-promotion money, whereas the brand managers

want to spend the limited funds on consumer promotion and

advertising. Manufacturers face several challenges in

managing trade promotions. First, they often find it difficult

to police retailers to make sure they are doing what they agreed to

do. Manufacturers are increasingly insisting on proof of performance

before paying any allowances. Second, more retailers are doing

forward buying-that is, buying a greater quantity during the deal

period than they can sell during the deal period. Retailers

might respond to a 10-percent-off-case allowance by buying a

12-week or longer supply. The manufacturer has to schedule

more production than planned and bear the costs of extra work

shifts and overtime. Third, retailers are doing more diverting,

buying more cases than needed in a region in which the

manufacturer offered a deal, and shipping the surplus to their

stores in nondeal regions. Manufacturers are trying to handle

forward buying and diverting by limiting the amount they will

sell at a discount, or producing and delivering less than the full

order in an effort to smooth production.

3.1.2.4.1 Tools for trade sales promotion

Trade Allowances: An amount offered in return for the retailer's

agreeing to feature the manufacturer's ' products in some way. An

advertising allowance compensates retailers for advertising the

manufacturer's product. A display allowance compensates them for carrying

a special product display.

Push Money: Offering allowances based on performance by the

company. This offering is for intermediaries to promote a particular

product or to increase sales of the product or it might be to introduce the

product to the consumers.

- 25 -


Training: Training program arranged by company for the traders to

understand about products, company policy etc.

Free Merchandise: Offers of extra cases of merchandise to

intermediaries who buy a certain quantity or who feature a certain flavor

or size.

Conventions & Trade Shows: Industry associations organize annual

trade shows and conventions. Business marketers may spend as much

as 35 percent of their annual promotion budget on trade shows. Over

5,600 trade shows take place every year, drawing approximately 80

million attendees. Trade show attendance can range from a few

thousand people to over 70,000 for large shows held by the restaurant

or hotel-motel industries. Participating vendors expect several benefits,

including generating new sales leads, maintaining customer contacts,

introducing new products, meeting new customers, selling more to

present customers, and educating customers with publications, videos,

and other audiovisual materials.

3.1.2.4.2 The Role of Trade Sales Promotion

1. Gain new distributors

2. Obtain support for consumer sales promotions

3. Build or reduce dealer inventories

4. Improve trade relations

- 26 -


3.2 Public Relations Not only must the company relate constructively to customers,

suppliers, and dealers, but it must also relate to a large number of

interested publics. A public is any group that has an actual or potential

interest in or impact on a company's ability to achieve its objectives.

Public relations (PR) involve a variety of programs designed to promote

or protect a company's image or its individual products.

Public relations have often been treated as a minor element in the

promotion mix, but the wise company takes concrete steps to manage

successful relations with its key publics. Most companies have a public-

relations department that monitors the attitudes of the organization's

publics and distributes information and communications to build goodwill.

The best PR departments spend time counseling top management to

adopt positive programs and to eliminate questionable practices so that

negative publicity does not arise in the first place. They perform the

following five functions:

1. Press relations: Presenting news and information about the organization in

the most positive light

2. Product publicity: Sponsoring efforts to publicize specific products.

3. Corporate communication: Promoting understanding of the organization

through internal and external communications.

4. Lobbying: Dealing with legislators and government officials to promote or

defeat legislation and regulation.

5. Counseling: Advising management about public issues and company

positions and image during good times and crises.

3.2.1 Marketing public relations

Marketing managers and PR specialists do not always talk the same

language. Marketing managers are much more bottom-line-oriented,

whereas PR practitioners see their job as preparing and disseminating

- 27 -


communications; but these differences are disappearing. Many

companies are turning to marketing public relations (MPR) to directly

support corporate or product promotion and image making. MPR, like

financial PR and community PR, serves a special constituency,

namely, the marketing department."

The old name for MPR was publicity, which was seen as the task of

securing editorial space-as opposed to paid space-in print and

broadcast media to promote or "hype" a product, service, idea, place,

person, or organization. However, MPR goes beyond simple publicity and

plays an important role in the following tasks:

1. Assisting in the launch of new products.

2. Assisting in repositioning a mature product.

3. Building interest in a product category.

4. Influencing specific target groups.

5. Defending products that have encountered public problems.

6. Building the corporate image in a way that reflects favorably on its

products.

3.2.2 Tools for Marketing Public Relation

• Publications: Companies rely extensively on published materials to

reach and influence their target markets. These include annual

reports, brochures, articles, company newsletters and magazines and

audiovisual materials.

• Events: Companies can draw attention to new products or other

company activities by arranging special events like news conferences,

seminars, outings, trade shows, exhibits, contests and competitions

and anniversaries that will reach the target publics.

• Sponsorships: Companies can promote their brand and corporate

name by sponsoring sport and cultural events and highly regarded

causes.

- 28 -


• News: One of the major tasks of PR professionals is to find out or

create favorable news about the company, its product and its people

and get the media to accept press releases and attend press

conferences.

• Speeches: Increasingly, company executives must field questions

from the media or give talks at trade associations or sales meetings

and these appearances can build the company’s image.

• Public Service Activities: Companies can build goodwill by contributing

money and time to good causes.

• Identity media: Companies need a visual identity that public

immediately recognizes. The visual identity is carried by company

logos, stationery, brochures, signs, business forms, business cards,

buildings, uniforms and dress codes.

- 29 -


4.1 Objective 1: Newly launched selected products of Berger paints (Bangladesh) Ltd.

Berger has introduced some new products in the market. Berger wants

to see these products to turn into a successful brand to the customer.

Under my research study the first objective is concerned to understand

these products. These products are:

• Robbialac Easy Clean

• Weather Coat long life

• Robbialac Exterior Wall Putty

• Robbialac Wall Putty(Interior)

After reviewing the company brochure, product leaflets, talking with

company personnel as well as talking with dealers I came to know

following information about each product.

4.1.1 Robbialac Easy Clean

Berger Paints (BD) LTD launched Robbialac Easy Clean on October 1,

2005, with a slogan ‘Wipe all you like. Your walls will always smile’

in the decorative segment. Robbialac Easy Clean is an exceptionally

washable premium quality super Acrylic Emulsion for interior surfaces.

Easy Clean takes out the pain of cleaning walls since no stain is strong

enough before Easy Clean, the first of its kind in Bangladesh. Easy Clean

is a color bank product.

4.1.1.1 Benefits of using Robbialac Easy Clean

Unexpected occurs anytime anywhere even with a little splash with the

walls, we cannot avoid them because it’s part of life. But one doesn’t

need to worry if walls are dressed in Easy Clean, said company

personnel. Dealers are also said, Easy Clean is a 100% washable. Any

kind of dust such as pencil mark, color pencil mark, lip stick mark,

normal dirt/shoe dirt, sauce/Soya sauce, oil mark can be removed if

- 30 -


walls are painted by Easy Clean, just use clean cloth and rub gently with

plain water or sometimes soap solution and thinner.

4.1.1.2 How to use Robbialac Easy Clean

Preparation of surface is a must before using this paint. Use a putty

knife/ coarse sand paper to properly remove all types of loose/ sticky

materials/ dirt/ old paints from the surface and make it absolutely dust

free. Using of wall putty is must to cover fine cracks and uneven

surfaces and transforms it into smooth and strong surface.

4.1.1.3 Application of this paint

• Surfaces to be painted: Easy Clean is suitable for all smooth

plastered surfaces and designed brickwork, wooden surfaces,

plywood, asbestos cement sheets and soft boards etc.

• Methods of application: Brush or roller

4.1.1.4 Product Data

• Viscosity: 100-105 KU a semi- liquid paint

• Available shades: As per shade card and in 165 color bank

shades

• Packs available: .91 Ltr, 3.64 Ltr and 18.2 Ltr.

• Finish: Smooth and silky

• Covering capacity: 250-300 sft. on primed or painted surface;

200-250 sft. on bare surface per litre per coat, depending on the

surface and the shade.

• Durability: Minimum 4-5 years.

• Price:

Base Pack Size Tk [MRP] W0 .91 Ltr

3.64 Ltr 250 935

W1 .91 Ltr 3.64 Ltr

225 835

N .91 Ltr 3.64 Ltr

216 785

- 31 -


The prices given above are only the price of base color (White), not the

shades. By mixing Colorant with these bases one can get desired shade

and the price varies shade to shade.

Though Easy Clean is a 100% washable, dust free paint some negative

remarks I have found out when I talked to the dealers. They said, the

price of the product is higher than any other plastic paint such as

Robbialac Acrylic Plastic Emulsion [APE], Luxury Silk Emulsion [LSE].

Robbialac Easy Clean can only be available in the color bank outlets

where as APE and LSE are regular product and can be found in color

bank as well. When a customer comes to buy Easy Clean product, they

not only pay for the base color (White) but also pay for colorant

(Chemical mixed with base color to get desired shades), this is the

reason which increase the price of the product. Dealers are also said;

sometimes base colors are not available for color bank. When I asked

the dealers about the demand of the Easy Clean, they said demand is

good and this paint is for higher income people who can pay more where

as APE is an economy product in plastic paint category. On the other

hand LSE is a bit higher priced product than APE.

4.1.2 Robbialac Wall Putty

Berger Paints brought Robbialac Wall Putty (Interior) - a ready made,

water based putty formulated with special Acrylic resin. Other than this

special Acrylic Resin, various other raw materials are being used to

produce this Wall Putty. After sourcing out from local and international

sources, these ingredients are only used when they meet the standards

of the R&D. State of the art production facilities are used in the

production of Robbialac Wall Putty and unique care is taken in all stages

of the production process to maintain the superb quality. Not only that,

all the produced batches carefully tested before packaging and releasing

to market.

- 32 -


As we know, using of wall putty is essential before final paint, consumers

use painters hand made traditional wall putty. But Berger personnel say

there are difference between Robb Wall Putty and traditional putty. In

traditional wall putty, painters have to mix various materials to prepare

it, in spite of all efforts it is less durable and has very less binding

property. Moreover, as the finish is worse than Robb Wall Putty, it

requires more final paint consumption. In addition to this, this wall putty

does not resist moisture of wall and ultimate costs goes higher as it has

shorter life span. When I talked with the dealers, they also said quality

of the Robb Wall Putty is better than traditional wall putty and painters

prefer this wall putty as well. Now people look for ready made Robb Wall

Putty. However, still consumers use traditional wall putty when the area

of uneven surfaces is very little.

4.1.2.1 Benefits of using Robbialac Wall Putty

Robbialac Wall Putty comes as a ready made form. There is no need to

add water or any other solvent to prepare for use. One can use it just

opening the container. The primary purpose of this hassle free Wall Putty

is to cover fine cracks and uneven surfaces and transform it into smooth

ant strong surfaces for future paint application. By using this putty on

cement, plaster and concrete wall one can get superior glaze, accurate

shade that is desired and also can lower down painting cost by reducing

the paint consumption by the surface.

4.1.2.2 How to use Robbialac Wall Putty

Preparation of surface is a must before using this putty. Use a putty

knife/ coarse sand paper to properly remove all types of loose/ sticky

materials/ dirt/ old paints from the surface and make it absolutely dust

free.

- 33 -


4.1.2.3 Application of Robbialac Wall Putty

• Robbialac Wall Putty can be used on cement plastered or concrete

surface.

• Can be used as filling material to cover uneven surfaces.

4.1.2.4 Methods of application: Use putty knife

4.1.2.5 Precautions

• Robbialac Wall Putty does not contain any toxic material.

• Its contact with skin is harmless.

• Use sufficient amount of clean water to clean eyes or mouth. In

case of any contact.

4.1.2.6 Storage

• Store the Robbialac Wall Putty containers in a dry place.

• The containers should be kept away from excessive heat.

• Keep out of reach from children.

4.1.2.7 Traits of Robbialac Wall Putty

• Usability: Robb. Wall Putty is offered in ready to use format. No

need of mixing anything with it.

• Binding composition: This contains special Acrylic Resin which

gives it a very good binding property.

• Durability: It is more durable than traditional hand made putty.

• Coverage area: Covers more surface area- 35sft/Kg/coat.

• Consumption of paint: Requires less paint as finish coat.

• Finish: Better appearance due to smooth finish.

• Water resistance: Resist the moisture of wall up to certain

extent.

• Cost: Ultimate cost is less due to long life span, more coverage of

paint.

- 34 -


• Consistency: Always consistent in ensuring best quality for the

strict quality control measures.


• Viscosity: Thick Paste

• Available shades: White

• Packs available: 5 Kg, 25 Kg

• Finish: Smooth finish

• Covering capacity: 35 sft/Kg/coat+_5 sft

• Drying time: 1st coat: 6 hours

2nd coat: 24 hours

• Shelf life: 3 months

• Price:

Pack Size Tk [MRP]

5 Kg 310.00

25 Kg 1440.00

4.1.3 Robbialac Exterior Wall Putty

Berger Paints introduced Robbialac Exterior Wall Putty - water based

putty formulated especially and appropriate for outside wall. Various raw

materials are being used to produce this Wall Putty. After sourcing out

from local and international sources, these ingredients are only used

when they meet the standards of the R&D. State of the art production

facilities are used in the production of Robbialac Exterior Wall Putty and

unique care is taken in all stages of the production process to maintain

the excellent quality. Not only that, all the produced batches carefully

tested before packaging and releasing to market.

4.1.3.1 Benefits of using Robbialac Exterior Wall Putty

Robbialac Exterior Wall Putty comes as a powder form. There is a need

to add water to make paste before use. Robbialac Exterior Wall Putty

should be used when it becomes paste. The primary purpose of this

- 35 -


Exterior Wall Putty is to cover fine cracks and rough surfaces and

transform it into smooth ant strong surfaces for future paint application.

By using this putty on cement, plaster and concrete wall one can get

superior glaze, accurate shade that is desired and also can lower down

painting cost by reducing the paint consumption by the surface.

4.1.3.2 How to use Robbialac Exterior Wall Putty

Robbialac Exterior Wall Putty can be used on cement plastered or

concrete wall directly. But Preparation of surface is a must before using

this putty. Use a putty knife/ coarse sand paper to properly remove all

types of loose/ sticky materials/ dirt/ old paints from the surface and

make it absolutely dust free.

4.1.3.3 Application of Robbialac Exterior Wall Putty

• Robbialac Exterior Wall Putty can be used on cement plastered or

concrete surface.

• Can be used as filling material to cover rough surfaces.

4.1.3.4 Methods of application: Use putty knife

4.1.3.5 Precautions

• Robbialac Exterior Wall Putty does not contain any toxic material.

• Its contact with skin is harmless.

• Use sufficient amount of clean water to clean eyes or mouth. In

case of any contact.

4.1.3.6 Storage

• Store the Robbialac Exterior Wall Putty containers in a dry place.

• The containers should be kept away from excessive heat.

• Keep out of reach from children.

- 36 -



• Water requirement: 45-50% water required to make paste

• Viscosity: Thick Paste

• Available shades: White

• Packs available: 15 Kg, 30 Kg

• Finish: Smooth finish

• Covering capacity: More than 25 sft/Kg/2coat

• Drying time: 1st coat: 3 hours

2nd coat: 24 hours

• Shelf life: 9 months

• Price:

Pack Size Tk [MRP]

15 Kg 1071.00

30 Kg 1995.00

Based on company personnel and dealers, the difference between Robb

Wall Putty {Interior} and Robb Exterior Wall Putty, one is for inside the

home and another for outside surface. When I asked the dealers about

the demand of both type of wall putty, they noticed that Robb Exterior

Wall Putty is less demandable than interior one. The reason they

described, consumers don’t bother about exterior surface. Consumers

paint outside wall may be once in 7-8 years or may be more than that. If

there is any need of wall putty for exterior surface they simply use the

traditional wall putty to minimize the cost or sometime directly go for

final paint without using any putty.

4.1.4 Weather Coat Long Life

Weather Coat Long Life is an Elastomeric paint that keeps time waiting.

This paint is produced specially for exterior use and is extremely fit with

rough environment. Other than any paint Weather Coat Long Life is

stronger for exterior surface. This Anti-Fungal Exterior finish is the look

- 37 -


of luxury in the face of tropical weather. Exceptional elegance married to

exceptional durability. Torrential rain, hard sun, fungus- Weather Coat

Long Life stays ever new. This provides a tough coating whose

Elastomeric formula will protect the house and its exterior from fungal

attacks and bad weather. A superior quality pure Elastomeric emulsion,

its colorfast pigments retain their looks for years. Luxury that masters

time.

Weather Coat Long Life is a line extension of Berger’s Weather Coat

Smooth. Weather Coat Smooth is available as regular product where as

Weather Coat Long Life is only available at color bank outlet. When I

asked the company personnel, why Berger went for line extension? They

replied, based on market research it is found that Elite’s Master Coat is

getting more preference in the market then Berger’s weather coating

due to its deep shade and high viscosity. After that Berger came up with

a new line of product ‘Weather Coat Long Life’ with new technology as

well as 7 years official warranty to challenge ‘Master Coat’. To know

more about this I talked to dealers. They said Master Coat is more

demandable not only for its deep based color and thickness but also for

its good quality, glossy finish and painters prefer this paint as well. They

also said this paint is so thick that only one coat is enough to cover the

surface where as Berger has light shade and matt finish. Though the

price of Master Coat is higher than Berger Weather Coat, consumers still

prefer it. However, Berger is trying to replace Master Coat’s market

position with their new product. But dealers say that this new paint could

not get the market preference. They said compare to Weather Coat Long

Life, Weather Coat Smooth is running very well. The reasons behind

that, consumers are not aware of it and price is also higher than

Weather Coat Smooth as it is color bank product.

The ways- Weather Coat Long Life keeps house’s exterior smooth,

shining and strong.

- 38 -


4.1.4.1 High-build coating, Impervious to heavy wind-driven rain

An exceptional coating that can stand up to heavy wind- driven rain.

Weather Coat Long Life not only protects exteriors far better but also

protects brick and beneath the paint film.

4.1.4.2 Adheres totally Flexes to bridge hairline cracks

Weather Coat Long Life has greater adhesive power than other exterior

paints; combined with the flexibility to ‘move’ with structural contraction

and expansion- bridging hairline cracks which other exterior paints

cannot cope with.

4.1.4.3 Resists Blackening, fungus, algae and dust

Weather Coat Long Life is reinforced with powerful fungicides and

biocides which resist fungus, algae, dust and other such ‘blackening’

agents that mar normal exterior emulsions and cement paints.

4.1.4.4 Elastomeric technology in smart modern colors

An emulsion based paint; Weather Coat Long Life is available in a

spectrum of smart shades based on high quality fade resistant pigments

which retain their original colors with freshness, for year.

4.1.4.5 One way barrier, Fight Carbonation/Sulphonation

Weather Coat Long Life resin function raises the osmotic pressure of

trapped moisture beneath the paint film, till it is greater than the outside

atmospheric pressure. By exerting greater outward osmotic pressure,

Weather Coat Long Life ‘breathes out’ trapped moisture, through the

paint film into the atmosphere, and thus protects brick and concrete

from carbonation and sulphonation.

4.1.4.6 Remarkable uniqueness of Weather Coat Long Life

• Elastomeric emulsion

• Remove extremely pointed crack

• Resist the crack due to structural contraction and expansion in

variation with temperature

• Always shining due to affluence of emulsion

• Resist fungus, algae, dust and other blackening marks

• Long Life

• Washable

- 39 -


4.1.4.7 Application of this paint

• Surfaces to be painted: All brick, concrete and plastered surface.

• Methods of application: Brush, Roller or Spray


Viscosity: 105-110 KU at- 30 degree Centigrade

Available shades: As per color bank shades

Packs available: 1 Ltr, 3.64 Ltr and 18.2 Ltr.

Finish: Matt

Covering capacity: 230-250 sft. on plastron sealer; 140-160 sft. on

bare surface per Ltr per coat, depending on the surface.

Durability: 7 years official warranty

Price:

Base Pack Size Tk [MRP]

W0 .91 Ltr 3.64 Ltr 18.2 Ltr

280.00 985.00 4600.00

W1 .91 Ltr 3.64 Ltr 18.2 Ltr

270.00 985.00 4650.00

N .91 Ltr 3.64 Ltr 18.2 Ltr

260.00 990.00 4600.00

The prices given above are only the price of base color (White), not the

shades. By mixing Colorant with these bases one can get desired shades

and the price varies shade to shade.

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4.2 Objective 2: Promotion/Communication Mix of Berger Paints (BD) Ltd. Berger is a leading multinational paint company. It has very strong

corporate management. Every kind of decision in terms of new product

development, marketing aspects, new dealers’ approval, hiring new

personnel, opening new color bank outlet etc, in short all sorts of

decision comes from top management. In spite of very good and strong

management Berger has lacking in building some newly launched

product as Brand for their customer. Based on my research I have

observed that currently Berger does not have any promotional strategies

for its end users rather only doing trade promotions. In fact Berger does

not have any TV advertisement for its newly launched products such as

Weather Coat Long Life, Robbialac Wall Putty [Interior], Robbialac

Exterior Wall Putty. When I interviewed the dealers they said that most

consumers are not aware of these products. Berger needs to come up

with TV ads to let the consumers know about the products. Moreover,

Berger has to concentrate on consumer promotional activities. Let’s

take a look at Berger’s promotional tools:

4.2.1 Electronic media: Paints of Berger are promoted in the market

through electronic media mainly in BTV and Cable Channels such as N

TV, Channel I, Channel 1, R TV, Bangla Vision etc. Through these ads

not only the overall Berger products are offered but also the individual

brands are promoted. Right now Berger is trying to promote their newly

launched product such as Robbialac Easy Clean to make it a successful

individual brands through TV ads.

4.2.2 Print Media: During daytime mostly in the office market

potentials have little opportunity to go through the electronic media.

Rather, they are used to go through the newspapers, magazines and

other periodical publications. So, Berger has taken the initiatives to

attract people’s attention through print media to some extent. Moreover,

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brochures, shade cards and other paint related information in printed

form are delivered to the dealers, potential customers, painters and

other targeted potentials to make them interested /more interested

toward Berger products.

4.2.3 Billboard: Berger efforts also move to grasp the potentials’

attention and to increase the frequency of exposure toward Berger

products while they are on the way to their destinations. To promote

Weather Coat Long Life as a successful brand towards consumer Berger

is now using big billboard.

4.2.4 Leaflet: Berger publishes leaflets of various products to let the

consumers know about the product characteristics as well as uses.

4.2.5 Sales Promotion

Berger offers different types of incentives for consumers and traders of

the paint market. Trade promotion occurs more frequently than

consumer promotion due to success in this market highly depends on

the traders involved channeling the paints from producers to consumers.

Traders are highly influential in the market because of long purchase

cycle time (app. 3 years) of paints, technical aspects of the paints & etc.

Shop boys are also included within the discursion of traders. Moreover,

painters, end user of paint play important roles in purchase decision of

the paint. So, Berger offers incentive to create a favorable attitude

towards the paints of Berger. Incentives offered to different groups that

have impact on paint purchase decision by Berger to stimulate sales are

discussed below:

4.2.5.1 Consumer promotion tools used by Berger

Consumer promotion is very much important to make the consumers

attracted towards a product. Various kinds of promotion can boost up

sales of a particular product. These promotional tools can be giving

samples; offers cash refund, prizes, free trials, product warranties or

point of purchase [PoP] promotion. Based on my research study I found

that currently Berger only does point of purchase promotion. Accept this

there are no significant promotional activities for end users. When I

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visited the dealers’ shop I observed PoP promotion is only for newly

launched Robbialac Easy Clean and Weather Coat Long Life. Other two

newly launched products such as Robbialac Exterior Wall Putty and

Robbialac Wall Putty (Interior) do not face any consumer promotion.

Besides this there is no TV advertisement for these two products.

Dealers said that, after launching these products Berger arranged

painters’ workshops to let them know about the products and that’s all

what Berger did. Berger personnel arranged the workshops so that

painters can understand about product features, characteristic,

application and can do word of mouth promotion. We all know before

painting consumers still consult with the painters and painters have

strong recommendation on behalf of consumers and Berger thinks to

that way. However, Berger offers 7 years official warranty only for

Weather Coat Long Life which we can consider as consumer promotion.

4.2.5.2 Trade promotion tools used by Berger

• In the decorative business category paints are offered to the

dealers at 12% discount on MRP of the all products.

• Dealers of all over the country are entitled to enjoy 30 days credit

facility provided that these dealers are registered.

• For creating a loyal, motivated dealer group Berger arranges

dealers meet in which some leading dealers are invited for 6 / 7

days to visit an exclusive location such as China, Indonesia,

Bangkok. And the total program is sponsored by Berger paints.

• For selling more Berger products a turnover incentive is offered to

them.

• If dealers buy more than a specified volume in one invoice they

are rewarded with exemption of certain percentage on total

monetary value of invoice. The amount exempted is deducted

during the cash payment of amount due to him or at the time next

time purchase.

• Each registered dealers of Berger has to achieve a yearly sales

target set by Berger to enjoy TOC (Turnover Commission), a

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percentage on total yearly sales. Berger facilitates the dealers

with a signboard displaying the identity of the outlet.

• Regular dealers who enjoy credit facility and make payment on

time get 2.85% discount on regular payment.

• Regular dealer who does not enjoy credit facility get 2.85% cash

discount instantly[Regular payment rebate skim]

• To create a shop boys’ favorable attitude towards Berger products,

cash incentives are offered to them.

• To increase the sales of the company’s paints attempt is taken by

Berger to create a loyal painter group who will favor the Berger

paints through offering cash coin within the containers of paint,

giving various gifts such as By cycle, T- shirts, Crockery sets etc.

• To collect the orders from projects sales force visits different newly

constructed projects.

• Direct delivery of products to the dealers by company vehicles.

4.2.5.3 Publicity

• Young Painters Art competition

• Young Architects’ Award

• Sponsoring Delta Break Housing Fair

• Participated in IAB fair (Building Materials Exhibition, 2005)

• Participated in BD RED fair, CTG (Abashan Mela,2005)

• Participated in Bashati fair 2005,DHK

4.2.5.4 Public Relations

• Sales personnel’s visit to dealer

• Arranging painters workshop

• Communicate with the initiators of different projects.

• Prolink division of Marketing Department communicates with

various groups (Engineers, architect etc.) related with paint

business. Generating consumer pools for sales.

- 44 -


Lastly I want to notice Berger’s sales officials are very much smart,

responsible for selling their product. I observed they give priority to

customer care, inventory management, merchandising and quality as

well as quantity. They think these four as main factors of sales. To keep

customer relationship Berger’s official give first priority to sincerity.

Honesty gets second priority and finally hard work is needed. Dealers

are also said, Berger’s officials are very much helpful, cooperative

towards them. They visit dealers’ shop frequently [2 to 3 times in a

week]. When the dealers face any kind of problem regarding product or

customer satisfaction they solve the problem.

- 45 -


4.3 Objective 3: Recommendations In relation to above discussion of each product, customer preferences,

present sales strategies; the following recommendations can be made

to convert newly launched products to a successful brand:

4.3.1 Giving TV advertisements

Berger can promote its new products through effective TV

advertisement. Now there are many Bangla cable channels beside B TV

such as N TV, Channel I, Channel 1, R TV, Bangla Vision, E TV, CSV

news channel and people are now watching these channels frequently.

Currently, Berger is promoting Robbialac Easy Clean product through TV

ads. So people are now aware about this new product. Likewise, Berger

can go for TV advertisement to make the consumer aware about other

three products such as Weather Coat Long Life, Robbialac Wall Putty

[Interior], Robbialac Exterior Wall Putty. Here, Berger can select one

particular channel for a particular product. Say for example one channel

like R TV shows the ad of Robbialac Wall Putty [Interior] whereas

Channel I shows the ad of another product like Weather Coat Long Life.

This will help Berger to cover up all their product ads and reach the

consumer easily. Berger can maintain this system for a specific time

frame like 1 month Weather Coat Long Life ad in Channel I, after that for

next period this ad will be showed in N TV. In short Berger can show

their product ads by shuffling different channel. Besides this Berger may

also show their product ads by using only one channel.

4.3.2 Giving News Paper Advertisement

News Paper is another effective media to reach the customer. Almost

every one reads the newspaper. In our country, various newspapers are

published every day in both Bengali and English. There are some Bengali

news paper such as Prothom Alo, Jonokontho, Vorer Kagoj, Jai Jai Din,

Inkilab and some English news paper such as Daily Star, Observer, New

- 46 -


Age are very much renowned to the readers. So, Berger can give

advertisements of their products in the news paper and can catch the

attention of potential customer.

4.3.3 Using Bill Boards

Today, Bill Boards are getting positive attention in reaching a product to

its customer. If billboards are big and attractive, at least once a passer-

by looks to that billboard and can have idea about product or service.

Berger is now doing billboard ad of their newly launched product

Weather Coat Long Life. However, if Berger can come up with billboard

ad for other three new products such as Robbialac Easy Clean, Robbialac

Exterir Wall Putty, Robbialac Wall Putty[Interior] then that will be very

good way to let the know potential customers about their product and to

reach them as well.

4.3.4 Effective consumer promotion tools

The main job of brand manager is to build a brand image to the

consumers by choosing the right promotional tools with the help of sales

promotion manager. To convert newly launched products towards a

successful brand Berger needs to take appropriate consumer promotion

activities. Berger can choose following tools to promote their potential

consumer:

• Samples: Berger can offer a free amount of product delivered

door to door or attached to another product or featured in an

advertising offer. Here, Berger can give some amount of samples

of its Robbialac Wall Putty[Interior] or Exterior Wall Putty with

another Decorative product such as Easy Clean or Weather Coat

Long Life or any other Plastic paint when consumers buy these

products.

• Coupons: Berger can go for coupon facility for their customer.

Berger can give a certificate entitling the bearer to some stated

saving on the purchase of a specific product. This coupon may be

- 47 -


mailed, can be attached to products or can be inserted in

magazine and newspaper ads. As an example, in a newspaper ad

of Berger Robbialac Exterior Wall Putty where a coupon may be

inserted by which a consumer can save 150 taka on purchasing

per 30 Kg pack of this paint.

• Cash refund offers: Berger can offer a price reduction on

purchasing specific amount of product which will be provided by

sales office rather at the retail shop by showing specified ‘proof of

purchase’. Say for example, if any consumer buys 20 gallon or

more than that of Weather Coat Long Life then he /she will get 20

taka price reduction/gallon by showing cash purchase memo of

dealers.

• Prizes: Berger can offer prizes to consumer on buying specific

amount of its product, say to get prizes one has to buy at least

products of 10000 taka. These prizes can be the chance to win

cash up to 50000 taka or a holyday trip to inside or outside the

country or having lunch/dinner at restaurant.

• Scratch card: Berger can promote the customers by giving a

scratch card with the product. After purchasing product consumer

will get a scratch card and by scratching it they may get a certain

gift such as cash money of 10, 15,30,50,80,100,150,250,500 taka

or a T-shirt or a pen or a key ring or a ceiling fan or a table lamp

or a by cycle etc.

• Free trials: Berger can invite some prospective purchasers to try

the product without cost in the hope that in future they will buy

and encourage others to buy.

• Product warranties: Berger can provide official warranty of

products that it will perform as specified otherwise company will

refund consumer’s money during a specified period.

• Point of purchase: Point of purchase is another good tool for

encouraging consumers. Berger can arrange its products’ displays

and demonstration at its dealers’ shop to remind consumers about

particular products.

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4.3.5 Effective trade promotion tools

Berger has been taken some initiatives to promote their traders which

are mentioned above. In addition to this Berger can choose following

promotional tools to encourage their dealers:

• Performance based compensation: Berger can offer the dealers

an amount in return for agreeing to feature its products. An

advertising allowance can also be paid to dealers for advertising

the products. Beside these a display allowance can be

compensated to dealers for carrying a special product display.

Moreover, Berger can give an amount against per can of paint sold

to the consumers followed by a fixed sales objective. As an

example, if any dealer can sale 1500 gallon of Robbialac Easy

Clean in one month then that dealer will get 20 tk/gallon prices off

facility.

• 0ffering free goods: Berger can offer extra can of paints to

dealers who buy a certain quantity or who feature a certain

products. Say for example, Dealers are asked to sell 1000 kg

Robbialac Exterior Wall Putty in a month; if they are able then they

will get 25 kg free of this particular product.

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5.1 Ending Notes Throughout this research, we see the importance of this dimension in

determining the current position of Berger’s newly launched product in

the market place. Paint industry, where continuous innovation and

development of product, product quality, on time distribution, customer

service, and superior marketing system plays an important role to make

a company profitable. Here, customers’ and traders’ satisfaction is vastly

dependent on the company. In view of that, Berger Paints (BD) Ltd is

continuous to remain a profitable company in the private sector

contributing substantially to the national earnings every year. Its

constant product innovation and development, uninterrupted

distribution, marketing efforts and endeavor, productivity, commercial

efficiency, financial performance, and cordial industrial relations over so

many years have made it an ideal organization among private sector

enterprises in Bangladesh.

In the paint industry Berger is still in the top position. Berger’s corporate

image, organizational structure, various product categories, product

quality, management techniques, marketing system, all make the

company unique. But although Berger should exactly know what are the

customers’ as well as traders’ expectation and perception and how its

efforts will be matched with their expectation. So it is the company

authority to decide which measure would be applied in solving the

problem that arises in converting newly launched product into successful

brands to its valuable customers.

5.2 Bibliography ◙ Marketing Management, Philip Kotler, Eleventh Edition

◙ Marketing Research, Text and Cases, Seventh Edition, Harper W. Boyd, Jr; Ralph Westfall; Stanley F. Stasch ◙ Berger Bulletin

◙ Berger product brochure

◙ Berger Specifier’s manual.

◙ Berger Industrial manual

◙ Berger official papers

◙ www.Knowthis.com

◙ www.Bergerbd.com

- 50 -


5.3 Appendix 5.3.1 Questionnaire for Dealers

Dealer’s Name: Address:

QUESTIONNAIRE Dear Respondent, Greetings, I’m the student of Independent University, Bangladesh. Today, I came to you because a survey is being conducted on different brands and products of the paint industry in the Chittagong City. Your honest opinion is valuable to this survey and will be kept confidential. Thanking you in advance for your time and effort. 1. Which brands do you keep in your store? a) _ _ _ _ _ _ b) _ _ _ _ _ _ c) _ _ _ _ _ _ d) _ _ _ _ _ _e) _ _ _ _ _ _ f) _ _ _ _ _ _ 2. Rank the following brands. (Among 1-5 Scale; 5=Highest, 1=Lowest)

Berger ----------------------- Moon Star ----------------------- Elite ----------------------- Al Karim ----------------------- Asian ----------------------- Olympic -----------------------

3. In your store, which products of BERGER do you keep?

Name of the Product Sizes of the Product Prices of the Product 4. Which Products of MOON STAR do you keep in your store?

Name of the Product Sizes of the Product Prices of the Product

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5. Do which products you keep of ELITE PAINT?

Name of the Product Sizes of the Product Prices of the Product 6. Which products do you keep of ASIAN PAINT?

Name of the Product Sizes of the Product Prices of the Product 7. Do which products you keep of AL KARIM?

Name of the Product Sizes of the Product Prices of the Product 8. Do which products you keep of OLYMPIC PAINT?

Name of the Product Sizes of the Product Prices of the Product 9. Among these products which one is fast moving for these brands? a) For Berger ___________________ b) For Elite ___________________ c) For Asian ___________________ d) For Moon Star ___________________ e) For Al Karim ___________________ f) For Olympic ___________________

10. How do you get the products of these brands?

Name of the Brands

Via the company Via Self From other shop

Berger Moon Star Elite Al Karim Asian Olympic 11. Who bears the delivery cost of getting products?

Company Self

12. What are the extra activities do you carry out to sell different products?

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13. How you will rate the price of paint of ‘Berger’ according to quality of paint? Excellent Medium Very Poor

5 4 3 2 1 14. How you will rate the price of paint of ‘Elite’ according to quality of paint? Excellent Medium Very Poor

5 4 3 2 1 15. How you will rate the price of paint of ‘Asian’ according to quality of paint? Excellent Medium Very Poor

5 4 3 2 1 16. How you will rate the price of paint of ‘Al Karim’ according to quality of paint? Excellent Medium Very Poor

5 4 3 2 1 17. How you will rate the price of paint of ‘Olympic’ according to quality of paint? Excellent Medium Very Poor

5 4 3 2 1 18. How you will rate the price of paint of ‘Moon Star’ according to quality of paint? Excellent Medium Very Poor

5 4 3 2 1

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19. From which brands you get most profit? (According to Q. No. 8)

20. Do you get any type of incentives?

Yes No

If no, then go to question no. 22.

21. What type of incentives do you get for different brands?

Incentives Berger Elite Asian Moon Star

Olympic Al Karim

Price Discounts

Quantity Discounts

Others (Please Specify)

22. How do you feel about the credit facility in this paint sector?

Most important Medium important Least important 23. Currently which companies are providing credit facilities? a) ____________ b) ____________ c) ____________ d) ____________ e) ______________ f) __________________ If any company offers it then answer question no. 24. 24. Please specify the credit limit. a) ________________________________________________________________ b) ________________________________________________________________ c) ________________________________________________________________ d) ________________________________________________________________ e) ________________________________________________________________

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25. Please mention the promotional activities that maintain the companies? Promotional

Activities Berger Elite Moon

Star Asian Al Karim Olympic

TV Ad

News Paper

Bill Board

Leaflet

Word of Mouth

Point of Purchase

Others (If any)

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5.3.2 Questionnaire for Household Individual Name:

Area:

QUESTIONNAIRE Dear Respondent, Greetings, I’m the student of Independent University, Bangladesh. Today, I came to you because a survey is being conducted on different brands and products of Berger Paints (BD) Ltd. in the Chittagong City. Your honest opinion is valuable to this survey and will be kept confidential. Thanking you in advance for your time and effort. 1. You stand in the age range of:

o 25-35 o 36-45 o 46-55 o 56-65 o 66-75 o 76+

2. Your Occupation is: o Business o Government service holder o Private service holder o Teaching o ___________ if others, please specify.

3. You reside in the area: (in Chittagong) __________________________________________________________

4. Your annual expenditure exists in the range of:

o Tk. 1,50000- Tk. 2,50000 o Tk. 2,51000- Tk. 3,00000 o Tk. 301000- Tk. 3,50000 o Tk. 3,51000- Tk. 4,00000 o Tk. 4,01000- Tk. 4,50000 o Tk. 4,51000- Tk. 5,00000 o Tk. 5,01000- Tk. 6,00000 o Tk. 6,01000+

5. Your Designation is:

__________________________

6. You are the owner of ________ house/houses in Chittagong city: o 1 o 2 o 3 o 4+

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7. Your home is presently decorated by the Paint: o Berger o Al-Karim o Olympic o Moon star o Elite o Asian Paints o ____________________ if others, please specify.

8. You are experienced with or used Berger before—

o Yes o No

9. Your perception regarding the pricing of Berger:

o High o Fairly high o Good o Moderate o Low

10. You would rate the quality of Berger:

_________ Extremely high quality __________ Quite high quality __________ Slightly high quality __________ Neither one nor the other __________ Slightly low quality __________ Quite low quality __________ Extremely low quality

11. The chance of your buying BERGER for the next time:

__________ 100 absolutely certain __________ 90 __________ 80 strong possibility __________ 70 __________ 60 __________ 50 __________ 40 __________ 30 __________ 20 slight possibility __________ 0 absolutely no chance

12. While mentioning Paint for your home, the brands you think of or

consider: Please rate as 1, 2, 3, 4…) __________ Berger __________ Elite __________ Moon star __________ Olympic __________ Al-Karim __________ Asian paints __________ if others, please specify.

13. The nearly sales center of Berger paints is readily available or convenient

to you: o Yes o No

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14. While buying paints for your home, you are reinforced or insisted by: o Yourself o Your family members o Colleagues o Painters o Commercials o Friends o Architects o Dealers o ____________________ if others, please specify.

15. If Berger Paints itself can arrange painters to paint your home you will

welcome this initiative of Berger: o Yes o No

16. Please mention some of the Decorative offered by the Berger Paints _______________________ _______________________ _______________________ _______________________ 17. The behaviors of the salespersons in the Berger Paints outlets are

friendly___ o Yes o No

18. The salespersons informs you about the product range of Berger Paints,

its quality & usage rule properly__ o Yes o No

19. You deserve more sales outlets for Berger:

o Yes o No

20. You prefer other paints except Berger for the reason/reasons of__

o Quality o Price o Availability o Packaging quantity o __________________ if others, please specify.

21. You deserve from the Berger Paints__ o More shades o More Packaging Sizes (in terms of quantity) o Ready to available paint o Accessibility o ______________ if others, please specify.

22. If you are experienced with Berger, you are__

o Delighted o Satisfied o Satisfied to some extent o Dissatisfied o Not applicable

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23. You paint your home—

o once a year o 2 years interval o 3 years interval o ______________ if others, please specify.

24. You are familiar with the name of the following Decorative:

Top Coat Finishes: o Robbialac Supergloss Synthetic Enamel (RSE) o Robbialac Acrylic Plastic Emulsion (R. APE) o Robbialac Acrylic Distemper SPD (R. SPD) o Weathercoat Smooth o Luxury Silk Emulsion (LSE) o Jhilik Synthetic Enamel o Durocem o Wood Keeper o Tartaruga Textured Coating o Berger Illusions

Color Bank Products:

o Robbialac Plastic Emulsion Classic o Robbialac Synthetic Enamel Gold o Luxury Silk Splendour o Robbialac Pearl Lustre Finish o Weathercoat Smooth Classic o Robbialac SPD Super o Wood Keeper Finishes o Weather Coat Long life o Robbialac Easy Clean

Other Products:

o Robbialac Wall Putty o Robbialac Exterior Wall Putty o Robbialac Damp Stop o Flexible Roofing Compound o Silicone Water Repellent o Robbialac Synthetic Clear varnish o Robbialac Epoxy Clear lacquer o Robbialac Polyurethane Wood Lacquer o Wood Keeper Polyurethane Clear Wood Finish

Primers/ Undercoats/Thinners:

o Robbialac Red Lead Primer o Robbialac Zinc Phosphate Primer o Robbialac Plastron Primer Sealer o Robbialac Synthetic Undercoat o Robbialac Anticorrosive Red oxide primer o Robbialac Water Sealer o Robbialac T-6 for Air-drying primers & Enamels o Bison All Purpose Primer o Auto Coat Primer Surface/Undercoat.

- 59 -


25. To you, the strong/favorable aspect/s (competitive edge) of Berger is/are: (Please rank your answer as 1,2,3,4...)

o Availability o Color Bank o Varieties o Price o ___________ if others, please specify.

26. To you, the weak aspect/s of Berger is/are: (Please rank your answer as

1,2,3,4...) o Availability o Color Bank o Price o Varieties o __________ if others, please specify.

27. Months that/those you think favorable to paint your home: (you can mark

more than 1 answer) o January-March o April-June o July-September o October-December o _____________ if others, please specify.

28. The color/colors, you think effective for painting inside of your home:

(you can mark more than 1 answer) o Light colors o Dark colors o Illusions o ____________ if other, please specify.

29. The color/colors, you think effective for painting outside of your home:

(you can mark more than 1 answer) o Light colors o Dark colors o Illusions o ____________ if other, please specify.

30. Your suggestions are our blessings. If you have any suggestions regarding

Berger paints please feel free to mention those below: __________________________________________________________

__________________________________________________________

__________________________________________________________

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Documents

Intern Report-Abdur Rahim