Internship Report Final Report

8/13/2019 Internship Report Final Report

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Chapter 1

Introduction


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Origin of the report

The report is prepared as a part of internship program which is an integral part of BBA

program under the Department of Marketing, University of Dhaka. The internship program

had started June , !" and ended on August #, !". The report on $consumer

perception a%out &ower Bond' has %een prepared under the supervision of Dr. A B M

(hahidul )slam, &rofessor, Department of Marketing, University of Dhaka. All the

guidelines provided %y him are strictly maintained to make this report accepta%le. The

internship program was undergone under the supervision of Mr. *mar +ayat han, sales

officer at Te-gaon in Dhaka of Berger &aints Bangladesh imited /B&B0.Purpose of the

report

The purpose of the report is to identify and analy1e the perceptions of the end users

towards the products of &ower Bond of Berger &aints Bangladesh td /B&B0. The report

attempts to reveal the market position of &ower Bond. Moreover, accomplishment of BBA

program re2uires su%mission of an internship report to the academic department.

The purpose of the report is also to help management to gain insights to take appropriate

decisions regarding their marketing mi3 and strategies. Management at B&B re2uires a

report on internship so that they can measure how much the interns learn from their

organi1ation. This helps it to develop their products and marketing program with a view to

satsfying the customers who are always considered as king or 2ueen.

Scope of the report

The report focuses on the adhesive products of Berger &aints Bangladesh imited. B&B

sells adhesive products under the %rand name of &ower Bond.

The report only focuses research in a certain num%er of areas concentrating Dhaka city.

The areas include Mirpur, Badda, 4ampura, 5arida%ad, 4 (in 6ate, al%agh, (avar and

7arayangan-. The survey data is collected from the carpenters of that area. Besides, owner

of the furniture workshops also provided valua%le insights regarding the issue of this

report.

Objectives of the report

The o%-ectives of the research are the following.

To assess whether customers are satisfied /to what e3tent0 with &ower Bond.

To accomplish the internship program as a part of BBA.

To find out the total market share of &ower Bond at Dhaka city.

To find out the %rand preference of customers.


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To identify the elements of marketing mi3 re2uired to generate %usiness growth.

To find out the loyalty level of &ower Bond among customers.

1.5 Limitations of the study

The study was restrained %y some of the factors. They are the following.

Lack of customer database &ower Bond lacks updated and sufficient data%ase of

carpenters to who research to %e conducted. As a result, it was very difficult to locate the

position of potential prospects and customers. This also reduces the energy efficiency.

Lack of supervision by bossesThe organi1ational %osses are so much %usy with their

regular activities %ecause it is a sales office. (ometimes, they are una%le to supervise and

deal with specific issue due to pressure of work load.

Limited access to informationThere is limited access to confidential information for the

interns.

Communication prob!em Most of the customers of adhesive products are illiterate.

Moreover, they have some professional language that may %e unknown to a non

professional person. This sometimes created communication pro%lem.

"on Cooperation(ome of carpenters showed non cooperative %ehavior while conducting

research. The reason is why this type of research is conducted or whether there e3ists any

trap.

#ransportation disadvantage 6athering information of Dhaka city re2uires roaming

through door to door of potential customers. (ometimes transportation facilities were not

availa%le.

$ough %eather4ough weather )ncreasing temperature and rain also made the tasks

harder.

Cost and #imeThe report was restrained %y cost and time.


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$esponse error(ome of the carpenters who participated in the survey seemed to provide

inaccurate information.


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Chapter &Literature 'rame%ork


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Introduction

There is no product in the world that does not have a position. &roduct positioning is a%out

visi%ility and recognition and what product represents for a %uyer. )n markets where the

intensiveness of rivalry and competition are increasing and %uyers have a greater intrinsic

values %ecome critical. An offering with a clear identity and orientation to a need will not

only %e purchased, %ut can warrant a larger margin through increased added value.

7umerous organi1ations are trying to manage their positions occupied %y their products

and are using different positioning strategies to move to new positions in consumer minds

and so generate an advantage over their competitors. 8arlier positioning was very

important in markets that are very competitive and where mo%ility %arriers are relatively

low. 7owadays these market characteristics can %e applied almost to every industry or

%usiness, and to any economy. 7o product, of those which have survived, can %e imaginedwithout clear, distinct and intensive positioning.

Concept of Product Positioning

There are a great num%er of different definitions of positioning in marketing. The concept

of positioning seeks to place a product in a certain position in the minds of the respective

%uyers. Marketers use positioning strategy to distinguish their firm9s offerings from those

of competitors and to create promotions that communicate the desired position /Boone and

ur1, !""0.

4ies and Trout /:;


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S#P (ode!

The foundation of positioning theory is made of one of the most important postulates of the

science of marketing. )t states that people are e3tremely different and a product cannot %e

liked e2ually %y everyone.

)t is simple to define the essence of the (T& model> to present the product to those

consumers, who want it and are a%le to ac2uire it. The first two steps of the (T& model

serve to find and define the desired consumer, and positioning serves for placing the

product in the desira%le position in the minds of target consumers. (cholars 6rancutt,

eadley and 5orsyth /!""?0 thoroughly descri%e the (T& model steps in the ta%le %elow.

5igure> (T& Model


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Product positioning steps

(cholar @inner /!""0 has a distinct view on product positioning decisions he emphasi1es

customer decision making process as the most important issue in product positioning steps.

According to the scientist, marketers have to answer the following 2uestions when

positioning the product

@hat dimensions do consumers use to evaluate product offerings in the industry or

categoryC

+ow important is each of these dimensions is in the decision making processC

+ow do you and competition compare on the dimensionsC

@hat decision processes do the customers useC

The author +ooley /!""0 determines these stages of product positioning process>


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5igure> &roduct positioning steps


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Identification and ana!ysis of competitive products in the market

Drawing positioning frames for a product, category mem%ership should %e determined

first, i.e. other products that compete in the same market and can serve as su%stitutes. The

%est considered means for determination is 2ualitative approach consumer survey. This

method allows collecting a large amount of useful data, which is easily systemi1ed,

adapted, processed statistically. *ne of the main advantages of consumer survey is the

anonymousness. Deep interview can %e also used to determine the rival products in the

market, %ut due to larger time and financial costs is used seldom. Eompetition can %e taken

place in the following levels>

Eompetition with products with analogous 2ualities

Eompetition in the same product group

Eompetition with other products that satisfy the same or very similar consumer

demand

Eompetition in the same consumer demand level

Identification of determinant attributes and measuring their significance to the user

After the identification and analysis of competitive products in the market, determinant

attri%utes should %e identified and their significance to the user should %e measured.

According to Aaker, /!""F0 determinant attri%utes define not only the products %enefits

and value to the user, %ut also associations with the product consuming process and with

the consumer himself. The authors +ooley, (aunders, &iery /!""

6reater value> The difference delivers a highly valued %enefit to a num%er of

%uyers who use the product

Distinctive> Eustomers can en-oy the difference in a distinctive way

(uperior> (uperior to other ways of o%taining the %enefit

&reemptive> The differences cannot %e easily copied.

Afforda%le> The %uyer can afford to pay for the difference.

&rofita%le> The firm will find it profita%le to introduce the difference.


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Identification of the current position of the product and other competing products

according to determinant attributes

The ne3t step is to identify the products and other rival products current positions on the

market. The task can %e done through the following survey techni2ues> scales of graphic

evaluation, iker scale, semanticdifferential scale.

Composition of the positioning map

A positioning map provides a valua%le means in assisting marketers to position products

%y graphically illustrating consumers9 perceptions of competing products and the product

they are positioning.

&ositioning map is a powerful tool for e3amining the position of products for the followingreasons.

)t develops understanding a%out the relative strengths and weaknesses of different

products perceived %y the customers.

)t informs the similarities and dissimilarities %etween competing products.

)t aids the process of repositioning e3isting %rands and the positioning of new

%rands.

)t ena%les marketers to develop and track the most effective promotional strategy.

)eterminant of the desired position of the product

The ideal point is the place on the positioning map that represents the set of attri%utes most

desired %y the consumers. Eompanies choose the desired position as close to the ideal

perceived position as possi%le with respect to segment attractiveness, current or potential

strength of the product serving the segment.

Se!ection of positioning or repositioning strategy

This is the most crucial point in product positioning step. (tem /!""


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+owever, it may produce a variety of cheaper standard glassware.

Eonfused positioning Eustomers could %e confused a%out the position of the %rand

within the marketplace. This confusion may result from the

company making too many decisions a%out the %rand, or changing

the %rand9s positioning too fre2uently.Dou%tful positioning Eustomers may find it hard to %elieve the claims made %y the

company a%out its %rand in view of the individual product9s

features and promoted %enefits, the price and the name of the

manufacturer.

Ta%le> &otential positioning risk

Creation of the positioning statement

The final step is to formulate a positioning strategy in tune with the promotional

o%-ectives. A marketer should consider on the following issues in this regard.

@ho is the products9 intended target audienceC

@hat %enefit/s0 does the product %ring to consumerC

)s the product %rand centered of differentiated in its product categoryC

Conc!usions

+aving completed the theoretical studies of product positioning in the market the following

conclusions can %e made>

&ositioning plays a key role when reaching the desired place in the mindsets of

potential and e3isting consumers.

Most scientists of the field of marketing define product positioning as arrangements

for a product to occupy a clear, distinctive, and desira%le place in the minds of

target consumers, relative to competing products in the market. The position of a

product is formed %y customers9 perceptions of a product attri%utes relative to the

attri%utes of competitive products

&roduct positioning is an insepara%le and most important part of the (T&

model. )f the first two steps /segmentation and targeting0 contain flaws or are


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inade2uately or incompletely performed, successful product positioning is doomed

to fail.


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Chapter *

+erger Paint at a g!ance


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*.1 +ackground of +erger

Berger is one of the strong %rands in the paint industry. The inception of Berger was laid

out in


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!"" aunching the Adhesive Business

!"" 6ot the third place as Adhesive Business

#ab!eMa-or Milestones of Berger &aints Bangladesh td

*.* /ision and (ission of the company

The vision and mission of Berger &aints Bangladesh td. /B&B0 is very transparent and

tangi%le. Berger emphasi1e highly on the ethical commitment to produce %enchmark

2uality product. The vision and mission statement of the company is>

/ision

$@e shall remain as the %enchmark in the &aint industry %y> %eing an innovative and

technology driven Eompany consistently delivering worldclass products ensuring %est

consumer satisfaction through continuous value added services provided %y highly

professional and committed team.'

(ission

$@e shall increase our turnover %y "" in the ne3t five years. @e shall remain socially

committed ethical Eompany.'

*.0 "ature of +usiness

B&B is one of the leading multinational corporations in the paint industry in our country.

)t operates its %usiness in more than ?< countries leading from the front whatever it does.

)n Bangladesh it mainly conducts painting %usiness with non paint %usiness. )t offers

products for every sphere of industry from decorative to industrial, marine, powder

coating, te3tiles, %rush and roller, pretreatment chemicals, auto refinish, wood coating andadhesive %usinesses.


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'igureBusiness portfolio of B&B

'igure *rgani1ational (tructure of B&B

*. Products of Po%er +ond

*..1 Po%er +ond2 Synthetic $esin 3dhesive2S4

Berger &aints has introduced &ower Bond, (ynthetic 4esin Adhesive(+. &ower Bond is a

premier 2uality water %ased adhesive that gives the highest %onding strength suita%le for

furniture industries, this product is lac2uer proof and resistant to heat and water, havinghigh coverage which will add value to the related industries. &ower Bond is availa%le at the

dealersK outlet across the country. The product was launched in Decem%er !"" and has

already %een appreciated %y the end users for its %onding performance and high value for

money.

*..& Po%er +ond S$


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&ower Bond (4 is a solvent %ased adhesive that guarantees ma3imum %onding capacity

with versatile uses. )t can %e used for furniture using 5ormica, fi3ing upholstery, -oining

5ormica to particle %oards, -oining foams in sofas, fi3ing tu%es, tires and even leather.

*..* Po%er +ond ))L

&ower Bond DD is a silica %ased adhesive that guarantees ma3imum %onding capacity

for paper uses. &eople use it for %ook %inding, posters hung etc.


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Chapter 0Positioning Po%er +ond


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0.1 Segmentation of Po%er +ond

&ower Bond segments the total adhesive markets into three %ased on the types adhesive

used. The three markets it serves are furniture usage, paper usage and versatile usage. 5or

each distinct type of market, it offers &ower Bond (+, &ower Bond (4 and &ower Bond

DD.

5igure> (egmentation %ase for &ower Bond

0.& #arget (arket of Po%er +ond

Market targeting involves the evaluating each segment9s attractiveness and selecting one or

more segments to enter /otler, !""0. Based on the segmentation, &B selects all the

segments to serve with distinct product for each segment. Different segment of customers

have different needs. 4eali1ing the fact &B offers three types of different product for each

of the segment.

The target market of &B mainly consists of carpenters who use adhesive to -oin the wood

to make furniture. )t serves %oth the financially well esta%lished furniture workshop and

small furniture workshop. &B serves generally the following target market.

0.* Positioning Po%er +ond

&ositioning is arranging for a product to occupy a clear, distinctive and desira%le positionrelative to competitive products in the minds of target consumers /otler, !""0. &B


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develops uni2ue markets positions for its products so that consumers get the desired value

%y using the product form &B.

)n positioning its products, &B first identifies the possi%le customer value differences that

provide competitive advantages upon which to %uild the position. &ower Bond provides thegreater 2uality with reasona%le price to satisfy the customers.

&ower Bond is a product of Berger &aints Bangladesh imited which has a strong %rand

value in the minds of consumers. Berger is the leading paints company in the country

providing higher 2uality products to customers to decorate their home and assets.

Figure:Consumer perception map about Berger Paints Bangladesh Limited

Strong brand

value

Quality

products

Customer

care

Wider product

choice

Fair

price

Home delivery


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Identification and analysis of the competitive products

&ower Bonds mainly compete with competitors who manufacture and sell adhesive

products. Their main rival competitors are 5evicol of &idilite and 5ast of 5ast 6roup.5ivicol is the leader in the adhesive industry while 5ast holds the second position in terms

of market share.

The main competitors are the following.

(ynthetic 4esin Adhesive used for %onding

wood, plywood, and laminates, veneers, and

particle %oards, %lock %oardHhard %oard =

MD5 to each other. )deal for woodworking.

'eatures +enefits

(ynonymous with strong %ond in

wood and furniture industry.

Unsurpassed %onding strength.

4esistant to water and heat.

6ives high coverage

+igh price

(trong %rand value

Packing

F" gm, !F gm, !F" gm, F"" gm.

g, ! g, F g," g,F g, !" g, #"

g, F" g.

(ynthetic 4esin Adhesive used for %onding

wood, plywood, and laminates, veneers, and

particle %oards, %lock %oardHhard %oard =

MD5 to each other. )deal for woodworking.

'eatures +enefits

(upreme Bonding (trength

4esistant to water and heat

6ives high coverage

ong storage life

)deal for wood works

ow price


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Package5 gm! 1"5 gm! "5 gm! 5 gm#1 $g! " $g! 5 $g!1 $g!15 $g! " $g! % $g!5 $g#

&he %rand name of Bengal )ndustrial

adhesives are DAE*, ADDA = ADDE* known for their 2uality . Bengal

Adhesive is simple to use and provides

dura%le %onding of ru%%er to leather, wood to

leather, wood to wood = 5ormica, leather to

te3tile, etc.

'eatures +enefits

+onding strength

6ives high coverage Lo% price

Loca! product

Package5 gm! 1"5 gm! "5 gm! 5 gm#1 $g! " $g! 5 $g!1 $g!15 $g! " $g! % $g

Identification of the determinant attributes that customers value

According to Aaker /!""F0, determinant attri%utes or factors define not only the products

%enefits and value to the user, %ut also associations with the product consuming processand with the consumer himself or herself.

Berger identified that customer value the 2uality and price while they choose a specific

%rand of product. As adhesives are used to %ind the wood to make furniture, 2uality does

matter. A return of furniture is possi%le %ecause of using low 2uality adhesive. ow 2uality

adhesive does not ensure the long %onding strength.

(ome carpenters who are the customers of adhesives have no specific choice. They

purchase products which are availa%le whenever needed.

The key attri%utes that customers value to %e satisfied are the following.

Bonding strength

4easona%le priceH &roduction cost

Availa%ility

Dry time

4ate of wastage


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Eoverage

Figure:'ttributes that customers value (or adhesive

Composition of the product positioning map

)n the adhesive industry, carpenters purchase adhesive %ased on the two main criteria.

They are the %onding strength or 2uality and the price. Based on these two criteria, the

positioning map of adhesive products in the mind of consumers is drawn graphically

%elow.


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Figure:Product positioning map

Selection of the desired position

An ideal position for &ower Bond is the place on the positioning map that represents the

com%ination of attri%utes most desired %y the consumer. This point descri%es the product

the consumers would prefer over all other competing %rands. According to J. Baker

/!""0, marketers take two core decisions while determining the desired position for a

product> selection of target market and identification of positions of competitive products,

determination of differential advantages.

Se!ection of positioning or repositioning strategy

6rancutt and others /!""?0 four main positions on the market> under positioning, over

positioning, confused positioning and dou%tful positioning. To select the appropriate

positioning strategy, Berger must have idea a%out the conceptions of customers according

to this positioning risk.

Potentia! $isk Comment

Under positioning (ome consumers have vague idea a%out the competing %rands of

&ower Bond

*ver positioning (ome consumers have narrow view point a%out &ower Bond. Theymay think &ower Bond as a new product may not work properly.

Eonfused positioning Eonsumers may think as new %rand it may fre2uent change its

decisions.

Dou%tful positioning Eustomers may think &ower Bond may not %e a%le to provide

2uality products what it promises

To occupy a position in the minds of consumers, &ower Bond follows the following

strategy.


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&roducing higher 2uality products

*ffering products at a lower price

(pecial discount for huge amount of purchase

+ome delivery

After sales service

&roviding incentives to carpenters

5ree gifts

Preparing (arketing (i7

Marketing mi3 is the set of controlla%le and tactical marketing tools that firms %lend to

produce the desired response it wants in the target market. &ower Bond prepares a

marketing mi3 to occupy a distinctive and valued position in the mind of its customers.

Product

Based on the market segmentation, &ower Bond offer its target market with different

product for each individual segment as each segment has different need. &B offers three

different types of adhesive products for three different market segments.

Product (arket

&ower Bond (+ 5urniture workshop

&ower Bond (4 5oam, (hoe

&ower Bond ( Book %inding

Price

&ower Bond of B&B follow the competition %ased pricing strategy. Eompetition %ased

pricing is charged what competitors are charging for a similar product. )t also follows what

the market leader charges. )f 5ivicol which is the market leader in adhesive industry in

Bangladesh increases the price, &ower Bond also increases prices of its products and vice

versa.

The comparative price structure of &ower Bond and 5evicol are shown %elow.


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Po%er +ond price !ist effective from 15212&811 ($P taka

Po%er +ond 'evico! 'ast )a2co

F" g

F kg !!


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5igure> Berger Availa%ility Map

B&B maintains very short and effective channel length to distri%ute its products to the

customers. )t promotes direct selling approach to the end users and manages only dealers

and pro-ects. *%-ective of such approach is to gain more control over its dealers and

customers and %rings close monitoring and evaluating facilities to the top management of the

organi1ation.

'igure> Distri%ution Ehannel

Promotion (i7

Sales depot of

Berger

Dealers CustomersDealers


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9!ectronic media Adhesives of Berger are promoted in the market through electronic

media mainly in BTL and Ea%le Ehannels. Through these ads not only the overall Berger

products are offered %ut also the individual %rands are promoted. Through radio Berger is

trying to reach those potential targets that are not easily reacha%le %y the BTL or (atellite.

Print (ediaDuring daytime mostly in the office market potentials have little opportunity

to go through the electronic media. 4ather, they are used to go through the newspapers,

maga1ines and other periodical pu%lications. (o Berger has taken the initiatives to attract

people9s attention through print media to some e3tent. Moreover, %rochures, 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 Hmore interested

toward Berger products.

+i!!board&ower Bond efforts also move to grasp the potentials9 attention and to increase

the fre2uency of e3posure toward adhesive products while they are on the way to their

destinations.

0.0.0.0 Sa!es Promotion

&ower Bond offers different types of incentives for consumers and traders of the adhesive

market. Trade promotion occurs more fre2uently than consumer promotion. Because,

success in this market highly depend on the traders involved channeling the paints fromproducers to consumers. Traders are highly influential in the market %ecause of long

purchase cycle time /app. # years0 of paints, technical aspects of the paints etc.

8very month &ower Bond arranges different incentives program either for the carpenters or

the furniture workshop owners. Management of &B maintains two or three hours a session

where they deal with their customers to know a%out their perceptions or attitudes towards

the products. )t seeks suggestions to develop their products to satisfy them. 6ifts such as

pencil, um%rella, key ring etc are given to the guests.


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Chapter 5

(arketing $esearch


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&.1 (arketing $esearch )esign

Marketing research is the systematic and o%-ective identification, collection, analysis,

dissemination and use of information for the purpose of improving decision making related

to the identification and solution of pro%lem and opportunities in marketing /Malhotra =

Dash, !"0. To conduct research on market, marketers sketch a design procedure.

Malhotra and Dash /!"0 say marketing research design is a %lueprint for conducting the

marketing research pro-ect.

4esearch design can %e classified into two types. They are>

97p!oratory research*ne type of research design which has as its primary o%-ective the

provision of insights into and comprehension of the pro%lem situation confronting the

researcher.

Conc!usive research4esearch designed to assist the decision maker in determining,

evaluating and selecting the %est course of action to take in a given situation to test specific

hypotheses and e3amine relationships.

&.& "ature of research

@hen a researcher has a limited amount of e3perience with or knowledge a%out a research

issue, e3ploratory research is a useful preliminary step that helps ensure that a more

rigorous, more conclusive future study will not %egin with an inade2uate understanding of

the nature of the management pro%lem. The purpose of an e3ploratory research is

intertwined with the need for a clear and precise statement of the recogni1ed pro%lem.

83ploratory research has two interrelated purposes, to diagnose a situation and discover

new ideas. Much, %ut certainly not all, e3ploratory research provides 2ualitative data. This

research is a 2ualitative e3ploratory research, as it is an initial research conducted to clarify

and define the nature of a pro%lem. )t is 2ualitative as the results of this research focuses on

words and o%servations, instead of num%ers and mathematical analysis.

Objective of the research

To understand the concepts of positioning.

To understand how a company can %uild %rand image %y positioning its %rand.


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To understand the consumer %ehavior in adhesive markets.

$esearch Process

5or the purpose of conducting the research ) have formulated a research process

framework. A research process framework is very crucial for research formulation. The

research process framework is depicted %elow for the %etter understanding of the research

methodology.

5igure> &rocess framework for research pro-ect


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4esearch Methodology

)esearch *ethodology is a +ay to systematically solve the research problem# ,t may be

understood as a science o( studying ho+ research is done scienti(ically# When +e tal- o(

research methodology +e not only tal- o( the research methods but also consider the

logic behind the methods +e use in the conte.t o( our research study and e.plain +hy +e

are using a particular method or techni/ue and +hy +e are not using others# &he ma0or

steps involved in our research process are

Formulating the )esearch Problem

Choice o( )esearch 2esign

Sources o( 2ata

Processing and analy3ing the data

&hese are brie(ly described belo+

Formulating the Research Problem:

&he problem +ell de(ined is hal( solved# &he (ormulation o( a general topic into a speci(ic

research problem constitutes the (irst step o( speci(ic en/uiry#

4nit o( analysis Consumers bet+een age group o( "5 to % yrs#

Characteristics o( ,nterest '+areness o( reen *ar-eting#

Choice of Research Design:

6very pro0ect re/uires an action plan and method (or conducting a study# &his pro0ect is

more prone to single cross7sectional descriptive research design#

Sources of Data:

&he data presented are both primary data and secondary data#

Primary Data:

&he primary data are those +hich are collected a(resh and (or the (irst time! and thus

happen to be original in character# Here the Primary data +ill be collected by means o(

preparing a /uestionnaire and getting it (illed by a large sample space# &hese

/uestionnaires +ill help in dra+ing conclusions about the pro0ect#

Secondary Data:

Secondary data means data that are already available i#e# they re(er to the data +hich

have already been collected and analy3ed by someone else# When the researcher utili3essecondary data then he has to loo- into various sources (rom +here he can obtain them#


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Secondary data is very important to complete a pro0ect report# &he purpose o( this data

+as to supplement the primary data# &he secondary sources o( collecting data +as7

,nternet8

*aga3ines8

'rticles#

#ype of data used

This research is not focusing on any secondary data, as no such preview research has %een

conducted in conte3t of Berger &aint Bangladesh imited. This research is worked with

%oth primary data and secondary data.

)ata co!!ection procedure

There are three types of method, survey, o%servation and e3periment. Data is collected

through survey method. 5or the survey method, this research is used with unstructured

personal interview. A 2uestionnaire is kept in hand of the interviewer to aid the interview

process. A personal interview is a form of direct communication in which an interviewer

asks respondents 2uestions in a facetoface situation. There are several advantages of

personal interviews>

&ro%ing comple3 answers.

The opportunity for feed%ack.

+igh participation.

Samp!ing P!an

The sampling techni2ue is a crosssectional study as the data is collected at a single pointin time.

#arget Popu!ation

The carpenters who use adhesives to %ind the wood to make furniture

Samp!ing 'rame

ists of carpenters


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ists of furniture workshop owners

ists of developers at Dhaka city

Samp!e Si:e

The sample si1e for this survey is ;"" respondents from different areas of Dhaka city. The

respondents are mainly the furniture workshop owners and their employees known as

carpenters. The respondents are selected from the following areas.

"ame of 3rea "umber of $espondents

Mirpur !"

Badda F"

5arida%ad ;"

6andaria ?"

4 (in 6ate "

(avar ;"

7arayagan-


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'ie!d%ork

To collect the data door to door interview is conducted %y visiting the market.

)ata 3na!ysis

(tandard editing and coding procedures are utili1ed. (imple ta%ulation and cross

ta%ulations will %e utili1ed to analy1e the data. Microsoft *ffice 83cel !"" software is

used to analy1e the data graphically.

(arketing $esearch and 3na!ysis of )ata

To assess the attitude of carpenters towards &ower Bond, ;"" respondents were surveyed

across the Dhaka city. The area includes Mirpur, Uttara, al%agh, 5arida%ad, 6andaria, 4

(in 6ate, Badda, 4ampura, 7awa%pur, (avar and 7arayangon-. ) mainly surveyed from

the carpenters of furniture workshop and furniture showroom.

The findings of the study are shown %elow.

Popu!ar adhesive at )haka


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5igure> &opular adhesive at Dhaka

)t can %e seen, among ;"" respondents #: percent carpenters use 5evicol adhesive whereas

!! percent use &ower Bond. The rest of the portions are #" percent and : percent

respectively for 5ast and Daco. (o, the most used adhesive at Dhaka is 5evicol.

Person inf!uencing %hi!e purchasing adhesive


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5igure> &erson influencing in purchasing adhesive

5rom the graph, it is seen the purchase decision of adhesive is mostly taken %y the owner

of a furniture workshop. )n this case the percentage is


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)t can %e seen from the graph, ! percent strongly agree that price is a crucial factor while

purchasing a specific adhesive to %e used to make furniture. !# percent agree with this fact.

The rest of the portions are neutral, disagree, and strongly disagree. The percentages are

respectively ? percent, ! percent and !F percent.

+est for %et %ood

'igure Best for wet wood

5evicol, from the graph, is the %est adhesive for the wet wood which an essential material

for furniture. # percent of the respondents voted for the 5evicol. 5ast holds the second

position with a percentage of F. " percent is for &ower Bond and ! percent is for Daco.

+est for finger joint


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5igure> Best for finger -oint

The graph shows 5ivicol is the %est for the use of -oining finger shaped wood. FF percent

of the respondent use 5evicol adhesive for this purpose. #< percent of the respondents put

marks on 5ast. &awer Bond and Daco respectively hold percentage of F percent and ?

percent.

'actors to be considered %hi!e purchasing

'igure5actors to %e considered while purchasing


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)t is seen from the a%ove graph, the most important factors to %e considered while

purchasing a specific %rand of adhesive are strength of %onding, thinness and price.

$o!e of advertising in se!ecting specific brand

'igure4ole of advertising in selecting specific %rand

Advertisement plays little role in selecting specific %rand of adhesive. Most of the

respondents replied their e3perience with the use of particular adhesive help them to decide

a%out the choice of a %rand. )f they are satisfied on a particular %rand, they make repeat

purchase. *therwise, they switch to another %rand.

percent of the respondents have negative view point regarding this issue. Among them

? percent is strongly disagree and #" percent is disagree. < percent of the respondents

put marks on agree and # percent of the respondents put marks on strongly agree. *nly ?

percent shows neutral %ehavior.

Importance of Sa!es Promotion


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5igure> )mportance of sales promotion

(ales promotion such as free gifts greatly attracts the attention of the carpenters towards

the %rand. This graph shows ?? percent of the respondents strongly agree with the

importance of sales promotion whereas only # percent of the respondents strongly disagree

with the fact. percent disagree, : percent are neutral and ## percent agree.

Increase in price can change preferred brand


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The graph shows 5ast provides the most fle3i%le credit payment system %y the response of

the !: percent of carpenters. &ower Bond holds the second position with a percentage of !

percent. The rest of the responses of !# percent, !: percent, ! percent go to respectively5ivicol, Daco and 6lue.

=ua!ity as the most important factor

'igureuality as the most important factor

)t can %e seen from the graph, #" percent strongly agree that 2uality is a crucial factor

while purchasing a specific adhesive to %e used to make furniture. !! percent agree with

this fact. The rest of the portions are neutral, disagree, and strongly disagree. The

percentages are respectively # percent, !" percent and !F percent.

3fter sa!es service can create brand !oya!ty


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'igure4ole of after sales service in %uilding %rand loyalty

)t can %e seen from the graph, ! percent strongly agree that after sales service is a crucial

factor in %uilding strong %rand loyalty. !! percent agree with this fact that after sales

service can %uild %rand loyalty among the customers. The rest of the portions are neutral,

disagree, and strongly disagree. The percentages are respectively #! percent, F percent

and ? percent.

(ain factors to be considered %hi!e purchasing a product


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'igureMain factors to %e considered while purchasing a product

)t is seen from the graph that F percent of respondents choose a specific %rand %ecause of

higher 2uality. ?? percent of respondents said they purchase %ecause of low reasona%le

price. The rest of the respondents said they purchase a %rand which is availa%le at the time

of need.

Types of &ower Bond user

83planation

The graph shows that !: percent of the respondents are the regular user of &ower Bond

while ? percent of the respondents are first time user. The portion goes to #< percent whoused &B %efore. The rest of the portions are < percent, percent and ? percent


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respectively for occasional users, no e3perienced users and customers who do not know

&B.


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'indings

The o%-ective of the study is to find out the competitive position of &ower Bond in theadhesive industry. Berger has a strong %rand with years of reputation for 2uality products.

)t holds the leading position in the paint industry. Many of the respondents or customers or

prospects %elieve the adhesive products of Berger would also %e high 2uality products.

Eustomers %elieve they would %e satisfied using &ower Bond %ecause it is the product of

Berger &aints Bangladesh td.

The other findings are the following.

Berger &aint has product variations and strong %rand name in the market. (o does

&ower Bond.

&ower Bond has mainly three competitors> 5evicol, 5ast and Daco.

&edilite /5evicol0 is in 5ast position in adhesive industry. They have #: local

market share, 5ast has #" and Berger /power %ond0 have !! and other local

cheaper local company have : share at Dhaka city.

&ower Bond does not have a single market share in many areas of Dhaka %ecause

of its high price. There low priced adhesives are sold well.

To capture the large market share, Berger make agreements with the %ig furniture

companies such as +atil, Afta% etc. )t ignored the lucrative market of *to%i

5urniture td.

Many of the customers complained that they are highly dissatisfied after using

&ower Bond adhesives %ecause of low 2uality.

Taking feed%ack from the end customers &ower Bond is improving its products day%y day. Because of lack of promotional activities many customers do not know

a%out the improved product. As a result who once switched from &ower Bond to

competitors will not come %ack.

Berger paint is not showing any marketing activities like %efore where fast,5evicol

and other adhesive company did strongly.


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Chapter >$ecommendations Conc!usions


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$ecommendation

*n the %asis of my survey, the following recommendations can %e draw for the further

development of the adhesive products of &ower Bond.

&ower Bond should always provide emphasis on customer demand and dealer

demand %ut they did not care the carpenter. )t should always satisfy the dealers

demand side %y side the painter demand %ecause carpenter some time play

important role in use adhesive decision making.

&ower Bond should %uild up a strong communication channel with the dealer,

painter and the furniture companies. Because this communication helps to take the

market of this area.

&ower Bond should give more concentration to the carpenters and should provide

more facilities than the other adhesive companies.

&ower Bond should increase their marketing activities and also increase the field

level marketing that other companies did.

)t should also organi1e distri%ution system through increase space for systematic

way, fre2uently update its data%ase system which shows products, pack si1e and

availa%ilities and increase the num%er of delivery van.

&ower Bond should concentrate on complaint against their product.

&ower Bond should take strong strategy against its key competitors.

The competitors are providing false information a%out &ower Bond. (o they should

protect it. *therwise &ower Bond may lose its %rand image.

&ower Bond can reconsider its discount policy and provide more discount to the

customers.

&ower Bond needs to have some valua%le carpenters contractors who have the

goodwill in the specific area

The company should always maintain its promotional activity

Always %e aware a%out the marketing strategy of competitors


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&ower Bond must concentrate a%out the demand and want of customer more

consciously.

&ower Bond should maintain good relationship with furniture workshop and shop

owner.

7ever give any chance of your competitors to do marketing

6iving newspaper, TL and 4adio advertisement more fre2uently usually for

adhesive product

&ower Bond should always organi1e lots of workshop with carpenters, which is

really effective. )t should %e done more and more.

Bill %oards are getting positive attention in reaching a product to its customer.

&ower Bond should look into this matter.

Different types of promotional activity should %e used more fre2uently to push the

product.


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Conc!usion

&ower Bond presents a uni2ue mi3ture of product and service 2ualities. Thus approaches to

market this must %e well thought out. &ower Bond has so many competitors who have

similar products. Although their service is not as developed, Berger should %e aware of

future threats. (trategies should %e improved or restructured depending on findings in

secondary research, 2ualitative and 2uantitative studies. )n the 2uantitative research, some

hypothesis was proved true, while others were found to not hold much statistical

significance. )t was found that people are ade2uately informed %y their first e3posure.

+owever it is Berger9s area of concern that they are usually not informed primarily %y

Berger directly %ut more %y their friends and family. The other findings too should %e

closely o%served.

Another important finding is that Iuality of work done9 is their top most priority. Thus a

great deal of attention should %e paid to strategies regarding service. *thers factors such as

profession seemed to have not much effect on satisfaction. There is no significant

difference among the ways that clients from different professions have responded. The

strategies outlined in the ne3t part of this report are suggestions as to what can %e done.

+owever while prioriti1ing strategies the findings from the 2uantitative research must %e

kept in mind.

Berger is the leading paint company in the country and to keep its position, it needs to get

insight into the customers9 minds and act preemptively so as to reap long term %enefits.

But in case of adhesive product, it is new in the market. )t can use the %rand name ofBerger to promote its adhesive products to occupy a position in the minds of consumers.

The level of satisfaction varied from !! percent to #" percent for adhesive products. Many

of the respondents were highly satisfied with the product 2uality of &ower Bond whereas

many people showed concern a%out the loss due to the usage of &ower Bond adhesives..

+owever, they did show concern with the services. They feel that a hotline should %e there

to give !? hours complete support for paint solutions. Also, they were unhappy with the

unavaila%ility of shade cards at the dealers9 outlets. )t is found that the dealers have

tremendous effect on customers. )f the dealers are happy, then they would give all positive

efforts in making the customers more satisfied. The dealers were happy with the financial

assistance provided %y &ower Bond.


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Appendix

Research Questions

Questionnaire (Carpenters)

1. Area

2. Name of Prospect

3. Address

4. Cell

5. Type of Prospect

Parte. Point Furniture Wor-shop Furniture Shop9 Sho+room:thers;;;;;;;;;;##

# Ho+ much do you pre(er to purchase at a time=

5g 1 -g " -g 5 -g 1 -g 15 -g " -g "5 -g % -g

5 -g

11# ?our source o( purchase

2irect ,ndirect 2on@t -no+

Aame o( 2ealer9:utlet

# Aame o( Head Carpenter

;;;;;;;;;;;;;;;;;;;;;;;;;;##

;;;;;;;;;;;


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'ddress

1# Who in(luences +hile purchasing adhesive=

:+ner Head Carpenter Customer prescribed :thers

;;;;;;;;;;;;;;;;##

1"# Which brandDsE o( adhesive do you usually purchase=

2a7co Fast Fevicol Po+er Bond :thers;;;;;;;;;

1%# Price is the most important (actor in purchasing adhesive# 2o you agree=

Strongly 2isagree 2isagree Aeutral 'gree Strongly 'gree

1# Which one is best (or the +et +ood=


15# Which one is best (or 0oint (inger=


1# Please put mar-s in the (ollo+ing (actors that you consider +hile purchasing

adhesive=

Strength o( 0oint 'vailability &hinness Price 2ry time Quality o(the Furniture

&ypes o( Wood Wastage :thers;;;;;;;;;

1# Please ran- order the (ollo+ing adhesive brands=

Brand ame Rank !rder

i# 2a7co ;;;;;##

ii# Po+er Bond ;;;;;##

iii# Fevicol ;;;;;##

iv# Fast ;;;;;##

1


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"1# Which company provides you the (le.ible credit payment system=


""# Quality is the most important (actor in choosing a speci(ic brand#


"%# '(ter sales service can create brand loyalty#


"# Why do you purchase a speci(ic brand=

Quality Price 'vailability :thers;;;;;;;;##

"5# Have you used Po+er Bond be(ore=

)egular user :ccasional user First time user Ao e.perience

2on@t -no+ PB

?our commentDsE

"hank #ou$$$

Internship Report Final Report

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