1.0 Introduction Today the names "Berger" and "Lewis Berger" are synonymous with color. Berger Paints continues to be inspired by the creation and innovation of Mr. Lewis Berger, who through his marvelous shades, had offered people a chance to transform their homes through the power of imagination. At Berger it believes in taking paints to the level of fine art. Enriched by the imagination of Lewis Berger since 1760 In 1760, a young color chemist "Lewis Berger" developed a method for manufacturing Prussian blue using a secret process that every designer and householder coveted. His business was nurtured by his descendants and others till it merged with Jenson and Nicholson Ltd. to form Berger, Jenson & Nicholson Limited. 1|Page 2.0 Company Profile With an ever-evolving profile and rich history, Berger Paints started its business in Bangladesh since independence. Berger is one of the oldest names in the paint industry. Berger Paints turns one’s dreams into colorful reality. It is a leader in paints, offering its customers a variety of innovative painting solutions, weather it is decorative or industrial. Whether it is one’s home or office, shop or factory, interiors or exteriors, metal, wood, plastic or any other surface - it has a paint solution for it. 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. 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. Investment in technology and plant capacity is even more evident from the new factory of Berger Paints Bangladesh Limited at Savar. The state-of-the-art factory is an addition to Berger's capacity to make it the paint-giant in Bangladesh. 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. 2|Page Mission: We shall increase our turnover by 100% in the next five years. special color schemes etc. specialized outdoor paints protective of the worst weather conditions. Berger has always been the pioneer and will continue to do so proudly. superior Marine Paints. color consultancy. The product range includes. We shall remain socially committed ethical Company. To bolster customer satisfaction. Roofing Compound and Epoxies. 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 Bank. 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. Berger has recently launched Home Decor Service from which once can get an array of services pertaining to painting.The sheer innovation and development drive is reflected on the various products Berger has so far launched in this market. 3|Page . Textured Coatings. Heat Resistant Paints. In each of the product category. 3. BPBL has a conventional organizational structure. All the proposals are placed to the committee through the Managing Director of the company. The company has also a legal advisor (an advisor firm) to solve the legal problems faced by the company and external auditors to conduct audit activities of Berger Paints Bangladesh Ltd. two Executive Directors and ten Managers work under the Managing Director of the company. There are four Non-Executive Directors. The proposals are initiated by the mid level managers and then forwarded to the Managing Director through the head of the divisions or departments. Remuneration Committee. Among the ten managers three directly report to the Executive Directors and others report to the Managing Director. These committees sit at least once a month to approve various proposals brought by the management prior to implementation.0 Organizational structure Like all other manufacturing organizations. In BPBL several committees like.the Audit Committee. Risk Committee. Generally six Board Meetings are called in BPBL during a year where Chairman of the Board of Directors presided over the meetings. 4|Page . In response the bottom level managers perform their responsibilities sincerely and report regularly to their immediate superiors. Executive Committee and the Purchase Committee are formed along with Managing Director (MD) and other Executive and Non-Executive Directors. The managers of each department monitor the work activities of subordinates. convey top management decisions and provide necessary feed back to reach organizational goals and objectives. The organizational structure of BPBL: Managing Director Director Operation s Director Finance GM Planning GM Mfg &Project System Manager Manager HR & Admin Marketing Manager General Sales Manager Finance Manager Assistant Manager Assistant Manager Assistant Manager Assistant Manager Assistant Mkt Manager Regional Sales Deputy Finance Manager Planning Officer Officer System Officer HR Officer Manage r Marketin g Officer Area Sales Manager Assistant Manager Sales Officer Finance Officer Branch Manager Sales Officer Fig: 1: The organizational structure of BPBL 5|Page . 0 Product Line of BPBL The Company improved its overall market share due to strong brand pull from consumers. Berger Home Décor. Moreover the innovative marketing strategies during 2006 i. the launch of “Berger Illusions” range of design coatings. and Marine. Industrial.4. water based. as well as projects. These are Decorative.the one stop paint/painting solution together with color consultancy. Performances over the last five years and value added statement of Berger Paints Bangladesh Ltd have shown below with tables and graphical presentation: All types of paints can be divided into three major groups. and cements paint. as well as “Robbialac Easy Clean” Emulsion paint have provided the consumers with unique coatings resulting in improvement in life style.. Paints Decorative Industrial Oil Based Water Based Cement Paint Marine Fig: Paints Major Category of BPBL 6|Page . Decorative paints are generally three types. oil based. continued support from the distribution network.e. cement plaster etc. It also provides primers. and enamel is generally used for metal. bamboo. Both are water. Interior paints like plastic and distemper are used in wall. hardboard etc. weather and fungus resistant. thinners and other decorative products. It offers exterior paints like weather coat which is high quality exterior liquid and durocem is power based. It leads the way for introducing high quality color bank products and top coat finishes decorative paints in Bangladesh. hardboard. wood. bamboo. Those products ensure long life of metal. highly applicable for concrete wall and cleanable. as well as its beauty. undercoats. Decorative Paints Oil Based Water Based Cement Paint RSE Interior Exterior Durocem Jhilik APE Weather Coat SPD WC Longlife Luxury Silk Easy Clean Fig: Major Decorative Paints of BPBL 7|Page . cement plaster etc. Very recent Berger offers Robbialac easy clean which is high quality interior wall finish.Decorative Paints: Berger Paints Bd Ltd. offers both interior and exterior paints. The following chart shows the category of decorative products of Berger paints. wood. 8|Page . buses. oil tankers. Robbialac Super Gloss Synthetic Enamel is hardworking. Robbialac Distemper (SPD) A specially formulated acrylic co-polymer emulsion based washable distemper for elegant. rich. which have matured for at least two months. Luxury Silk combines the best of aesthetic appeal with the best of functional properties like durability and ease of maintenance. durable. as well as for doors. are easy to clean with a solution of water and mild soap (not detergent). signboards and Synthetic Enamel (RSE) hoardings.The following table introduces Decorative top coat finishes Product Name Description A marvel of international emulsion technology. premium quality synthetic enamel formulated to retain its gloss and film integrity in the face of extreme climatic variations. Robbialac SPD can cover 30% more area because of its special formulation. matt Acrylic finish for interiors. matt finish and is Plastic available in a very wide range of pleasing shades. R. windows. Compared to other conventional distempers. Painted surfaces. copolymer emulsion. It is equally versatile for interior applications like furniture. quality pigments and other raw materials. Luxury Silk Robbialac Acrylic Emulsion (APE) A standard emulsion paint formulated with acrylic. fixtures and various other domestic articles. APE has a smooth. Its excellent weather ability makes it ideal for Robbialac Super Gloss rolling stock like railway coaches. smooth. lorries. plain or uneven surface of wood and spot resistance. Robbialac Wall Putty It used for new even plaster wall and only applicable for outer wall. durable and waterproof surface. Illusion Berger illusions is not just a paint… it’s a whole new lifestyle for one’s walls. which provides excellent flexibility and adhesion. It affords a hard.Weather Coat Smooth Weather coat is smooth water based super exterior wall finish formulated to give exceptional durability in adverse climatic conditions. Tartaruga Textured Coating This is one of the most famous BERGER formulations in the world. Jhilik Synthetic Enamel Jhilik Synthetic Enamel is an economy synthetic enamel formulated for interior and exterior application to give a glossy durable surface. Durocem Cement Coating Durocem is an exceptional formulation based on selected raw materials and specially treated white cement that makes it ideal for both indoor and outdoor applications. Table-1: Major decorative products of BPBL 9|Page . toys and various household items. It is based on tough. It provides the building with a long lasting and fresh appearance. flexible and high quality resin emulsion. This product is a unique combination of aesthetics. Wood Keeper It provides brightness to polished or polish less. A range of designer wear for one’s walls with thousands of color options. durability and economy. It is ideally suitable for wood and steel furniture. industrial primers and other industrial products for the requirements of industrial paints. Availability of one’s chosen shades is always ensured as the paint is created and dispensed by the machine before one’s very own eyes. BPBL offers the following products for its industrial customers 10 | P a g e .Berger Color Bank has an unique Tintovision software which allows one to see infinite color combinations on the screen of the computer.Color Bank Product: Berger Color Bank is the pioneer to show the global way to paint with an unlimited choice of shades to match one’s taste-instantly. Every Berger Color Bank store has a computerized color tinting machine to help one choose and take home one’s own shades from its world class range of paints. high protective coatings. If one so desire one can mix and match and create one’s own shades as well. These paints are long lasting and prepared in a special method to protect industrial equipments. swatting and bulging. structures from heat. Color bank products- Robbialac Plastic Emulsion Classic Robbialac Synthetic Enamel Gold Luxury Silk Splendour Easy Clean Robbialac Pearl Lustre Finish Weathercoat Smooth Classic Weathercoat Longlife Robbialac SPD Super Wood Keeper Finesse Industrial paints: Berger offers industrial finishes. bergerbd.Industrial Paints Berger Suprakoat Powder Coating Jensolin Synthetic Enamel Industrial Finishes Jensolin Aluminium Paint Jensolin Stoving Enamel Jensolin Chlororubbrer Paints Jensolin Road Marking Paint Jensolin Swimming Pool Paint Jensolin Tennis Court Paint Jensolin Cycle Paints Jensolin Other Products Jensolin Insulating Varnish Jensolin Paint Remover Jensolin Rust Remover Thermoline Jensolin Epoxies High Protective Coatings Jensolin Polyurethanes Jensolin Red Oxide Primer Jensolin Red Lead Primer Industrial Primers Jensolin Zinc Phosphate Primer Jensolin Zinc Chromate Primer Jensolin Wash Primer Table-2: Major industrial products of BPBL. Source: www.com 11 | P a g e . Marine Paints: Berger produces completely different top coat finishes. Some marine products of Berger areMarine Paints of BPBL : Seaborne High Gloss Enamel Seaborne Aluminium Paint Seaborne Boot Topping Seaborne Topside Top Coat Finishes Seaborne Deck Seaborne Funnel Heat Resisting Seaborne Bituminus Black Seaborne Berger Marine Enamel Special Coatings Seaborne Epoxy Coatings Seaborne Chlororubber Antifouling Seaborne Red Lead Primer Seaborne Zinc Chromate Primer Seaborne Zinc Phosphate Primer Primers Seaborne Metallic Coatings Berger Marine Red Lead Primer Berger Marine Antico Primer Jensolin T-1 Thinner T-2 Thinner Thinners T-3 Thinner T-4 Thinner 12 | P a g e . special coatings. fungus and fragility. boats and other marine vessels. These paints are exclusively produced to protect marine vessels from sea water. primers and thinners for ships. competitive pricing and product availability. Product specialization. Different marketing mixes are offered to different segments. Target Market Strategies: There are several different target-market strategies that may be followed.also known as a concentrated strategy.in many cases only the promotional message or distribution channels vary. Product policy is one of the major strategies for stay in the market with brand locality. better packaging. organizations are surviving on strategy. Selective specialization. Especially in paint products. also known as a differentiated strategy. One market segment (not the entire market) is served with one marketing mix. new flavor.this is a multiple-segment strategy.the firm specializes in serving a particular market segment and offers that segment an array of different products.the firm specializes in a different market segments. particular product and tailors it to Market specialization. 13 | P a g e . The product itself may or may not be different . the role of marketing is very important to satisfy the customers through quality of product. Targeting strategies usually can be categorized as one of the following: Single-segment strategy .0 strategies of BPBL In the arena of competitive business. which play very vital role to achieve the organization goal. A single-segment approach often is the strategy of choice for smaller companies with limited resources.T-7 Thinner T-8 Thinner Table-3: Major marine products of BPBL 5. The 5 C analysis is an extension of the 3 C analysis (company. 5 C strategies analysis A useful framework for performing a situation analysis is the 5 C Analysis. or by a differentiated strategy in which a separate marketing mix is offered to each segment. The 5C analysis is an environmental scan on five key areas especially applicable to marketing decisions. customers. Full market coverage . to which some marketers added the 4th C of collaborators. The further addition of a macroenvironmental analysis (climate) results in a 5 C analysis. value drivers. tangible and intangible. Company: Product line Image in the market Technology and experience Culture Goals Collaborators Distributors Suppliers Alliances Customers Market size and growth Market segments Benefits that consumer is seeking. Motivation behind purchase. the micro-environmental. costs 14 | P a g e . and the macro-environmental situation. benefits vs. It covers the internal. This coverage can be achieved by means of either a mass market strategy in which a single undifferentiated marketing mix is offered to the entire market.the firm attempts to serve the entire market. and competitors). some aspects of which are outlined below. impulse or careful comparison Frequency of purchase.society's trends and fashions Technological environment .where does the customer obtain information about the product? Buying process.g.where does the consumer actually purchase the product? Consumer information sources .new knowledge that makes possible new ways of satisfying needs.how consumer needs and preferences change over time Competitors: Actual or potential Direct or indirect Products Positioning Market shares Strengths and weaknesses of competitors Climate (or context): The climate or macro-environmental factors are: Political & regulatory environment . inflation rate. 15 | P a g e .business cycle. interest rates. seasonal factors Quantity purchased at a time Trends . and other macroeconomic issues Social/Cultural environment . the impact of technology on the demand for existing products. Decision maker or decision-making unit Retail channel . e.governmental policies and regulations that affect the market Economic environment . Action taken by Govt. Apartment business and construction of house is about to stopped. (Many Shops smashed in last two months) Key Dealers reduced their purchase due to afraid of tax. 16 | P a g e . Dealers have to purchase products in cash but they have to sale in credit.0 lessons I learn from BPBL Expectation of paint traders from the companies: Available products and colors Timely delivery Provide urgent delivery Flexibilities in sales systems Reduce rigid sales target Optimum profit margin Information center Provide more training for the painters More credit amount More Credit time limit Take return of waste product Provide constant commission for all dealers Arrange amusement program Reward for well decorated products Conduct door to door visit Provide acquired commission after every month Problems: In paints market.6. there are some problems which hinder the sales Instable political situation. Credit collection of dealers from their customers is very slow. A term used frequently in business as a performance measure.entire industries. Market share can refer to entire industries.33 1.Market Share Market share studies determine the proportion of total sales received by a company and its competitors.55 14.55% of market share in Dhaka city whereas the second largest market share was occupied by Asian Paint with 14.33 4.98% market 17 | P a g e . or future periods.57 100 Table-Market Share 2010 In 2010. and segment of products. market share is the proportion of total sales of a product during a stated person in a specific market that is captured by a single firm. present. or particular geographic areas and can also apply to past.65%. I have conducted this research on major decorative paints. In this research I find out the market share in 3 categories.48 7.93% where Roxy Paint held the fourth position with 5.93 1. Market share 2010 The following table shows the market share of Decorative Paint in Dhaka city for the year 2010Companies Berger Asian Roxy Pailac Elite Aqua Romana Uzala Alkarim Others Total Value Sales (%) 58. Elite Paint possessed the third largest market share 7.37 0.98 3. Berger Paints held 58. segment of industries.80 1. segment of geographic areas.65 5. Navana etc. Romana and Pailac possessed consecutively 4. Romana held the fifth place in the market. Outcomes: Berger Paints possessed the leading position in paints market. Asian Paint possessed the second position. held 1. 18 | P a g e . Imperial.48% of the market share.37% and 3. Bengal Agency. Dunkun.share. Roxy Paint acquired fourth position of the paints market. Nazrul Brothers Paint. Other paints like Polac. Elite Paint held third highest market share. Paramax.57% of the paint market share. lining products for loading. preparing invoice. Berger Paints should restructure its sales system. take initiatives to recover gap and always monitor their activities. frequent market visit. 19 | P a g e . Its general sales procedures like taking order. It should always satisfy the dealers demand and arrange product availability. frequently update its database systems which shows products. final check and loading of vehicles should be automated. better communication with distribution. categorization of invoice.0 recommendations The following recommendations can be draw for the further development of the Berger Paints Bangladesh - Berger Paints should always provide emphasis on customer demand. It should also organize distribution system through increase space for store systematic way.7. It should always pay heed to the dealers’ growth rate. It can restructure through employing more SOs. pack size and color availabilities and increase the number of delivery van. day to day sales and delivery system. preparing rout plan. enrich end-user activists activities. wholesalers or retailers. variety of products. are naturally very much found of huge credit.8. It provides credit only some selected dealers where as other competitors are very much liberal in credit. Berger is always ready to answer to all weather conditions and try to satisfy every corner of the country. Paints traders. Berger Paints is very much restricts in credit policy.0 conclusions The paint market is very much competitive although Berger paint holds the major market share. competitive price rate etc. 20 | P a g e . With world class range and durability. better customer response. 5000 shades within 5 minutes through its color bank. Thus the key competitors gradually grow up in the market through their vast credit policy. But the growth rates of the competitors are great challenges for Berger. It’s also able to provide the consumers option of choosing variety of colors. It’s true that Berger paints is very prominent in the market because of its high quality products. The first choice of consumers is BERGER because they can rely on it and its long lasting capabilities. 0 references www.com International Business Environment & Operations (12 th Edition) Annual Report of Berger paint 2010 21 | P a g e .bergerbd.9.