Transcript of Presentation On Bashundhara Paper
- 1. Welcome To My Presentation
- 2. Marketing policies & strategies of Bashundhara Group (A
Study of Paper Products) 2
- 3. Prepared By Shutirtho Chowdhury ID#08102028 BBA Marketing
3
- 4. Aim of my Presentation The aim of my presentation is to find
out the Marketing policies & strategies are using in
Bashundhara Papers. 4
- 5. Sequence Empirical part Company Overview Bashundhara Group
at a Glance Analysis Part Ending part of the presentation 5
- 6. 6
- 7. Research Objectives Broad Objective The basic objective of
the study is to do analysis of the various sales and marketing
strategies practiced by Bashundhara Group. Specific Objectives In
order to attain the broader objective, it is necessary to collect
information and analyze: Total size of the market in Bangladesh.
Distribution coverage. Mode of direct selling. Consumer
preferences. Promotional Strategies etc. 7
- 8. Methodology Types of research: This research is known as an
exploratory research. Population: The population of this research
project has defined as follow: Elements: All types of customer who
are involved with Paper products in use. Sampling units:
Distributors and retailers. Extent: Different areas of Dhaka city
such as Nayabazar, Uttara, Banani, Gulshan, Mirpur, Dhanmondi Time:
05 September 2011 to 10 December 2011 8
- 9. Methodology Sampling Frame: The sample frame of this study
has been consisted from different customer all over the Dhaka city.
Here I have been selected 175 customer who are using the paper
products. Sample size: To conduct this research 100 sample size was
selected randomly from the targeted population. Sampling procedure
Data collection process Primary Sources Secondary Sources Data
collection instruments Survey Process Scope of the study Data
Processing and analyzing9
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- 11. The Bashundhara Group of Companies started off as a
real-estate venture known as "Bashundhara" under the aegis of the
Group's first concern - the East-West Property Development (Pvt.)
Ltd. More enterprises of Bashundhara were established in the early
1990s, covering diverse activities involving the production of
cement, paper and pulp, tissue paper, steel, LPG bottling and
distribution, and a trading company, among others. The Group now
has 14 major concerns located in different areas of the country.
The most- recent addition to the Group is a multi-faceted shopping
mall-cum-recreation centre called the Bashundhara City. History and
Background of Bashundhara Group 11
- 12. East west Property Development (Pvt.) Limited Bashundhara
City Development Limited East West Media Group ( The Daily
KalerKantho, The Daily Bangladesh Pratidin, The Daily Sun) Meghna
Cement Mills Limited Bashundhara Paper Mills Limited (unit-o1)
Bashundhara Paper Mills Limited (unit-o2) Bashundhara Paper Mills
Limited (unit-o3) Bashundhara Steel Complex Limited CONCERNS OF BG
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- 13. CONCERNS OF BG Bashundhara LP Gas Limited Bashundhara
Technologies Limited Bashundhara Cement Sack Plant Bashundhara
Trading Company Limited Bashundhara Industrial Complex Limited
Power Manufacturing Plant Bashundhara Shipping Limited Bashundhara
Logistics Limited Bashundhara Convention Centre 13
- 14. Mission and Vision Mission: Bashundhara Group is a leading
private-sector industrial conglomerate in Bangladesh. It currently
has 14 on-going concerns, ranging from real estate development and
management to manufacturing and services. The BG strives to work in
partnership with the Government for promoting sustainable
development, and employment-generation and poverty reduction.
Vision: The BG has a particular focus on urban housing, recreation
centers, and commercial ventures. Thus, the motto of the Group is
For the People, for the Country. At the crux of all industrial
processes deployed at the Groups enterprises stands the need to
ensure environmental stability.14
- 15. 15
- 16. Bashundhara Paper Mills Limited (Unit- 01) The BPML Unit-1
was established in 1993 at a time when most of the demand for paper
and allied products was met through imports. This company produces
a wide range of industrial grade paper for home and office use. It
manufactures writing and printing paper, colored printing paper,
blue match paper, cigarette & Bidi paper and brown wrapping
paper. 16
- 17. Products of BPML Unit-1 BPML - 01 White Writing Paper White
Printing Paper Ledger Printing Paper COLOR Paper BIDI Paper Sack
Craft 17
- 18. Bashundhara Paper Mills Limited (Unit- 02) The BPML Unit-2
is a massive complex situated on the banks of the Meghna River in
Naryangonj District. Built in 1994, it has three plants - one
producing duplex boards - used commonly by the packaging industry.
Second one print media of the country uses the newsprint
manufactured at this unit. The third plant manufactures cement
sacks which are used for packaging industrial grade cement. 18
- 19. Products of BPML Unit-2 BPML - 02 Brown Wrapper White
Printing Paper Newsprint 19
- 20. Bashundhara Paper Mills Limited (Unit-03) The BPML Unit-3
was launched in collaboration with a German firm in 1995. The
company maintains excellent quality standards and has earned the
quality management certification, the ISO 9002. This company was
established at a time when the use of tissue and allied products
was not so common. The BPML Unit-3 is currently the largest
retailer in tissue paper products in Bangladesh. 20
- 21. Products of BPML Unit-3 BPML - 03 Multi Purpose Paper
Ledger printing paper Hard Tissue MG Hard Tissue Glassing Paper MG
Poster BIDI Paper 21
- 22. Competitor of BG TK Paper Mills Limited Capital Paper Mills
Limited Amber Paper Products Industries Lina Paper Mills LTD Sonali
Papers Indistries LTD Kornofuli White Print Paper LTD Magura Paper
Mills LTD 22
- 23. Organogram Of BG 23
- 24. Marketing Strategy Target Marketing for Bashundhara Group
(Paper) Bashundhara Paper targeted the consumers all over the
country. They targeted whole Bangladesh as their Market.
Positioning When people think about quality paper the first thing
that comes to their mind is Bashundhara. This means that BP has
already achieved customers top-of-mind-awareness. CONSUMER
BEHAVIOUR Customer buying behavior.24
- 25. Marketing Strategy (Contd) Product Characteristics All the
papers except newsprint, ledger, and brown wrapper come in
different shades of the color white. Bidi paper is off-white in
color and some what softer than the other papers. Ledger is light
green in color and a lot harder than the others so that it lasts
for a long period of time. Brown Wrapper is hard but not as hard as
ledger just enough to hold things in place e.g., like an envelope.
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- 26. Marketing Strategy (Contd) Market Segmentation: Geographic
Geographic target all over Bangladesh. Sophisticated
corporate/individuals who want to carry more quality products.
Nayabazar. Demographics Corporate user who seek more economical and
reliable quality product. Behavioral Factors Enjoy a high quality
product. 26
- 27. Price & Place Price: BP normally sets a certain price
for each of its products according to the international market rate
which is done in terms of conversion of dollar ($) value. Place:
Whole Dhaka City. All over Bangladesh. 27
- 28. Promotion BP is only interested in selling directly to its
dealers who are the customers NOT the consumers. Generally the
dealers get 5% discount on a minimum amount purchased. BP considers
it as part of its promotional expenses. 28
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- 30. Hypothesis Development With a view of fulfilling the
objectives some relevant hypothesis have been formulated for this
study: HA1: Better quality paper is more considerable to customer.
HA2: The price of Bashundhara paper is more than others. HA3: The
quality of Bashundhara paper is higher than others competitor.
HA4:Ensure the quality while buying paper product. HA5: Brand plays
vital role while buying paper product. HA6: Promotional activities
acting very important part while chose the paper product. HA7:
Imported paper product is more trustworthy.30
- 31. Hypothesis Testing Table: Summary of responses of Marketing
Policies & Strategies of Bashundhara Paper H1 H2 H3 H4 H5 H6 H7
H8 1=Strongly disagree 07 05 20 22 20 02 04 03 2=Disagree 18 10 13
23 30 05 06 12 3= Neither agree nor disagree 15 05 17 10 09 07 10
15 4= Agree 35 20 18 27 31 26 24 40 5=Strongly Agree 25 60 32 18 10
60 56 30 Total 353 420 326 366 281 427 422 384 Average 3.53 4.2
3.26 3.66 2.81 4.27 4.22 3.84 Standard Deviation 1.46 1.21 1.52
1.61 1.33 0.96 1.1 1.09 Z-test value 6.87 14.17 5.07 7.75 2.38
18.43 15.64 12.2931
- 32. 1. HA: Better quality paper is more considerable to
customer. Fig-1: Respondents view towards Better quality paper is
more considerable. From this study it is revealed, that 60%
respondent is agreed that Better quality paper is more
considerable. 7% 18% 15% 35% 25% 1. Better quality paper is more
considerable to customer. 1=Strongly disagree 2=Disagree 3= Neither
agree nor disagree 4= Agree 5=Strongly Agree 32
- 33. 2. HA: The price of Bashundhara paper is more than others
5% 10% 5% 20%60% 2. The price of Bashundhara paper is more than
others. 1=Strongly disagree 2=Disagree 3= Neither agree nor
disagree 4= Agree 5=Strongly Agree Fig-2: Respondents view towards
price of Bashundhara paper. From this study it is revealed, that
80% respondent is agreed that price of Bashundhara paper is more
than others 33
- 34. 3. HA: The quality of Bashundhara paper is higher than
others competitor. 20% 13% 17%18% 32% 3. The quality of Bashundhara
paper is higher than others competitor. 1=Strongly disagree
2=Disagree 3= Neither agree nor disagree 4= Agree 5=Strongly Agree
Fig-3: Respondents view towards quality of Bashundhara paper. From
this study it is revealed, that 50% respondent is agreed that
quality of Bashundhara paper is higher than others competitor.
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- 35. 4. HA: Ensure the quality while buying paper product. 22%
23% 10% 27% 18% 4. Ensure the quality while buying paper product.
1=Strongly disagree 2=Disagree 3= Neither agree nor disagree 4=
Agree 5=Strongly Agree Fig-4: Respondents view towards Ensure the
quality while buying paper product. From this study it is revealed,
that 45% respondent is agreed that Ensure the quality while buying
paper product. 35
- 36. 5. HA: Brand plays vital role while buying paper product.
20% 30% 9% 31% 10% 5. Brand plays vital role while buying paper
product. 1=Strongly disagree 2=Disagree 3= Neither agree nor
disagree 4= Agree 5=Strongly Agree Fig-5: Respondents view towards
Brand plays vital role while buying paper product. From this study
it is revealed, that 41% respondent is agreed that Brand plays
vital role while buying paper product. 36
- 37. 6. HA: Promotional activities acting very important part
while chose the paper product. 2% 5% 7% 26% 60% 6. Promotional
activities acting very important part while chose the paper
product. 1=Strongly disagree 2=Disagree 3= Neither agree nor
disagree 4= Agree 5=Strongly Agree Fig-6: Respondents view towards
Promotional activities acting very important part. From this study
it is revealed, that 86% respondent is agreed that Promotional
activities acting very important part while chose the paper
product. 37
- 38. 7. HA: Imported paper product is more trustworthy. 4% 6%
10% 24% 56% 7. Imported paper product is more trustworthy.
1=Strongly disagree 2=Disagree 3= Neither agree nor disagree 4=
Agree 5=Strongly Agree Fig-7: Respondents view towards Import paper
product is trustworthy. From this study it is revealed, that 74%
respondent is agreed that imported paper product is more
trustworthy. 38
- 39. 8. HA: Customers are highly satisfied to use Bashundhara
Paper than their competitor. 3% 12% 15% 40% 30% 8. Customers are
highly satisfied to use Bashundhara Paper than their competitor.
1=Strongly disagree 2=Disagree 3= Neither agree nor disagree 4=
Agree 5=Strongly Agree Fig-8: Respondents view towards Customers
satisfied to use Bashundhara. From this study it is revealed, that
70% respondent is agreed that Customers are highly satisfied to use
Bashundhara Paper than their competitor. 39
- 40. 40
- 41. Findings Most of the Respondent believes that Better
quality paper is more considerable in paper industry and other
preferred to the clients than others. Prices of BP papers are not
reasonable as of majoritys opinion where its competitors are
offering with a reasonable price to their customers. Bashundhara
papers quality is better than other existing paper product brands.
Most of the respondents are remaining before buying ensure quality
of paper product and other of them preferred another thing. 41
- 42. Findings (Contd) Maximum respondent they dont think that
brand plays vital role and minimum are preferred brand while buy
paper product. Majority of total respondent are agree with that
promotional activities acting very important part. Maximum
respondent think imported paper is trustworthy. Most of the
customers are satisfied using BP Paper.42
- 43. Recommendation Product price must be comparable with
competitors product prices . Product quality must be higher than
its competitors product quality. Product quality must be developed
and try to supply as per buyers demand. Price should be according
to its respective quality. Packing Paper should be food grade.
Product should be as standard as imported product. 43
- 44. Recommendation (Contd) Government should impose restriction
on importing Paper. Packaging must be developed and try to prepare
as per buyers demand. Packaging must be rich and language of
packaging will be as per respective countries language. Continuing
participate to the international trade fair. 44
- 45. Limitation In spite of having a lot of difficulties in
collecting the information, the work was being carried out on
complete the study. However the constraints are as follow. The
management of the organization was unwilling to provide all
information required to carry out the study. The respondents
sometimes may not be agreeable in providing accurate statistics and
information. There was also a time constraint to extend the scope
of the study and light on some more important issues in the
industry.45
- 46. 46
- 47. Conclusion BG has been operating quite successfully in
Bangladesh for almost two decades now. BPML, SNIL, and BTIL are
continuously coming up with high quality products in order to serve
the country and its people. Being the first mover was always an
added advantage for BP but to become the market leader and maintain
that position for such a long time deserves a lot of appreciation
too. BP is quite sound strategically as far as the different
functional departments is concerned e.g., FIN/ACC, MKT/ SALES,
HR/ADMIN, etc. All the departments work in great co-ordination with
each other. 47