1. 1. Welcome To My Presentation
2. 2. Marketing policies & strategies of Bashundhara Group (A Study of Paper Products) 2
3. 3. Prepared By Shutirtho Chowdhury ID#08102028 BBA Marketing 3
4. 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. 5. Sequence Empirical part Company Overview Bashundhara Group at a Glance Analysis Part Ending part of the presentation 5
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7. 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. 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. 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. 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. 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 12
13. 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. 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
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16. 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. 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. 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. 19. Products of BPML Unit-2 BPML - 02 Brown Wrapper White Printing Paper Newsprint 19
20. 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. 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. 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. 23. Organogram Of BG 23
24. 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. 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. 25
26. 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. 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. 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. 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. 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. 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. 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. 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. 34
35. 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. 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. 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. 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. 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
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41. 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. 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. 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. 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. 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
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47. 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