There are a big figure of multi-national companies runing their concerns in Bangladesh. Berger Paints Bangladesh Limited is one of them. In fact. it is one of the taking multi-national companies in our state. Almost since the early origin of Bangladesh. it has been here with a position to bring forth high quality criterion pigments. In the twelvemonth 1973 it became the first of all time multi- national company in Bangladesh to get down its operations in the picture industry.

With the transition of clip over the last 30 old ages. Berger Paints Bangladesh Limited has expanded with rapid growing and became Bangladesh’s taking painting company. Berger is already the figure one company in the universe in the picture industry. Now it is a great accomplishment on its portion to go the leader of the picture industry in Bangladesh. It has besides played a important function in footings of part to the economic system in the signifier of revenue enhancement gross.

Until 1990. concern pattern of the Berger Paints Bangladesh Ltd. Was really much conservative in footings of market presence. In 1993. selling section started. Thereafter Berger has been turning really quickly in footings of market portion and gross revenues growing. In 1994. merely after the twelvemonth of establishing selling section. gross revenues growing was 34 % . Berger is basking 48 % portion of the entire pigment market and established itself as the title-holder of the market through its committedness. offering the most choice pigment and supplying the maximal value for customers’ money. to the clients.

Chapter: 1

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Background of survey:
We selected ??Berger pigments Bangladesh Limited“ because today’s universe is manner universe and peoples are more involvement in new engineering. stylish colour and besides new scientific methods. Increase industries and edifices and peoples less cognition to distinguish pigments and picture system are the chief ground for us to take this subject.

We have done this study after we set out some of our aims. Those aims are stated bellow- To cognize the present state of affairs of Berger pigment Bangladesh Limited. To cut down the cognition spread of ours.

To cognize the development of Berger pigment.
Economic impact on Berger pigment in Bangladesh
To cognize societal and other development impact of Berger pigment in Bangladesh. To cognize distribution channel of Berger pigment in Bangladesh.
To cognize the existent concern environment
To cognize how the theory is apply in Business

Scope of study:
We have collected our information’s about “BERGER PAINTS BANGLADESH LIMITED” by physically sing the office of the BERGER PAINTS BANGLADESH LIMITED at Uttara. Which is our selected company for the undertaking and besides we have collected information’s by shoping the cyberspace.

This Methodology covered two types of informations. which are:
Primary Data
Secondary Datas
Primary Datas: Face to confront conversation with the several individuals of Berger Paints Bangladesh Ltd. is the beginning of primary Data. Secondary Data: Traveling through different paperss and documents developed by the company forces or others and published stuffs in the online are the beginnings of secondary informations.

Restriction of this study is the organisation is relevant to unwrap certain informations and information for obvious grounds. which could be really much utile. 20-25 yearss is a short clip for us to analyst this precisely without making job our others agenda. deficiency of practical experience

We tried bosom & A ; psyche to do this study a successful 1. Despite our valorous seek their may be some information which are losing. But we believe despite all these facts this study will fulfill the readers.

Chapter: 2

Overview of Berger:
Berger is one of the oldest names in pigment industry following back to 1760. Lewis Berger. a German national. founded dye & A ; pigment doing concern in England. Lewis Berger & A ; Sons Limited grew quickly with a strong repute for invention and entrepreneurship culminating in honing the procedure of doing Prussian Blue. a deep blue dye. a colour widely used for many European armies’ uniform. Production of dyes & A ; pigments evolved into production of pigments & A ; coatings. which boulder clay today. remains the nucleus concern of Berger.

Berger grew quickly by set uping subdivisions the universe over and through unifying with other taking pigment & A ; surfacing companies. Berger has been involved in pigment concern since 1950 in Bangladesh when pigments were foremost imported from Berger UK and so from Berger Pakistan. In 1970. Berger Paints Bangladesh Limited ( BPBL ) erstwhile Jenson & A ; Nicholson had set up its pigment mill in Chittagong at an estimated investing of TK. 4 million.

The stockholders were Jenson & A ; Nicholson ( J & A ; N ) . Duncan Macneil & A ; Co Ltd and Dada Group. Duncan Macneil later sold their portions to bulk stockholder J & A ; N group. The Dada group’s portion finally vested with the Government of Peoples’ Republic of Bangladesh after the independency. The name of the company was changed from J & A ; N ( Bangladesh ) Limited to Berger Paints Bangladesh Limited on 1st January 1980. In August 2000. J & A ; N investing ( Asia ) Ltd purchased Government shareholding. Now. Berger Paints Bangladesh Limited is 100 % owned by J & A ; N Investment ( Asia ) Limited. UK. With the transition of clip Berger has unfolded its kaleidoscopic wings into all sorts of pigment solution be it Architectural pigments or Industrial coatings. Marine pigments or Powder coatings. Berger has it all. MISSION & A ; VISION

The mission of Berger in Bangladesh is the followers:
To increase the turnover by 100 % in the following five old ages
To stay socially committed ethical company

The vision of Berger is the following-
We shall stay as the benchmark in the pigment industry by:
Bing an advanced and engineering driven company
Systematically presenting universe category merchandises
Guaranting best consumer satisfaction through uninterrupted value added services provided by extremely professional and committed squad.

Quality POLICY

Berger Paints Bangladesh Limited is committed to accomplishing entire consumer satisfaction. Commit to project ourselves as an ethical and socially responsible company. Commit to go on as the market leader through consistent gross revenues growing. increasing productiveness and developing new merchandises suiting consumer demands. Ensure continual betterment in our operations through use of our extremely professional and dedicated squad. proper procedure direction and engagement of our stakeholders. Set mensurable marks at appropriate phases and shall continuously supervise them.

Berger Paints Bangladesh Limited is committed to supply quality merchandise and service.


Berger Paints began its picture in Bangladesh since independency. And this has been a footfall to convey more than 230 old ages of planetary pigment industry experience into Bangladesh. Over the decennaries. Berger has evolved to going the taking pigment solution supplier in this state and has diversified into every domain of the industry – from Cosmetic Paints to Industrial Coatings. from Marine Coatings to Powderize Coating and what non. To give a comprehensive and sustainable painting solution to the demand of the industry. Berger has invested more on engineering and Research & A ; Development ( R & A ; D ) than any other maker in this market. It selects the natural stuffs from some of the best-known names in the universe: MITSUI. MOBIL. DUPONT. HOECHST and BASF are a few to call.

The superior quality of Berger’s merchandises has been possible because of support from its advanced workss and an international-standard of rigorous quality. Investing in engineering and works capacity is even more apparent from the new mill of Berger Paints Bangladesh Limited at Savar. The state-of-the-art mill is an add-on to Berger’s capacity to do it the paint-giant in Bangladesh.

Not to bury about the first Double Tight Can fabricating unit in its Chittagong mill. All. together with devotedness into R & A ; D to do it the reputed centre of Basic & A ; Applied Research in pigment and Resin Technology. proof the committedness that Berger has for this industry. With its strong distribution web. Berger has reached about every corner of Bangladesh. Nationwide Dealer Network. supported by 7 Gross saless Depots strategically located at Dhaka. Chittagong. Rajshahi. Khulna. Bogra. Sylhet and Comilla has an odd capableness to reply to paint demands at about anyplace in Bangladesh.

The sheer invention and development thrust is reflected on the assorted merchandises Berger has so far launched in this market. The merchandise scope includes. Specialized out-of-door pigments protective of the worst conditions conditions. Color Bank. superior Marine Paints. Textured Coatings. Heat Immune Paints. Roofing Compound and Epoxies.

In each of the merchandise class. Berger has ever been the innovator and will go on to make so proudly. Berger’s one of the premier aims is to supply best client support-connecting consumers to engineering through specialised services like free proficient advice on surface readying. colour consultancy. particular colour strategies etc. To bolster client satisfaction. Berger has late launched Home Decor Service from which one time can acquire an array of services refering to painting. With universe category scope and lastingness. Berger is ever ready to reply to all conditions conditions.

Berger Paints Bangladesh Ltd. at a Glance

Own Corporate Office located in Dhaka
2 Factories at Dhaka and Chittagong
7 strategically located Gross saless Offices throughout the whole state. The locations of the Gross saless Offices are shown in a map attached in the annexure A broad distribution channel reaches the whole state with a web of about 1000 traders In Bangladesh. the major mileposts of Berger Paints are given below: 1950 – Started operation in Bangladesh by importing Paint from Berger UK 1970 – Establishment of Chittagong Factory

1980 – Named as Berger Paints ( BD ) Ltd. from Jenson & A ; Nicholson ( J & A ; N ) 1991 – BMRE in Chittagong Factory
1995 – Establishment of Double Tight Can Manufacturing Plant 1999 – Establishment of Most Modern Sate-of-the-Art Paint Production Plant in Dhaka 2002 – Construction of ain edifice for the Corporate Office in Dhaka 2004 – Establishment of Powder Coating Plant


Berger Bangladesh. believe that ‘Our People’ are ‘Our Strength’ . Peoples who with their sheer difficult work. dynamism and originative heads have made the concern win. Their professionalism. first-class teamwork and strong committedness to their service. clients. associates and eventually to the communities they live in. hold enabled to stay as the market leader in the Paint industry. Berger is proud of the dedication and trueness of employees who have been with Berger for old ages. They have the in-depth cognition of concern that merely experience can convey.

Berger topographic point high precedence in developing human resources. Importance is given on relevant on-the-job. in-house and external preparation plans. so that Berger people are good equipped with necessary accomplishments. We augment those accomplishments through appropriate usage of information engineering in order to keep productiveness and competitory border. Berger Bangladesh’s civilization encourages professionalism. stimulates teamwork and promotes invention reinforced with highest ethical criterion.

Work force Structure

It is consisted of more than 300 employees of whom about 160 are general workers and the remainder are White Collar employees. These employees are working in different mills and terminals of the company. The positional hierarchy of the company is as follows:

Selling Mix

Market Cleavage
For sectioning entire pigment market. Berger uses more than one footing. Initially. entire concern is segmented based on client types. Berger segments entire market as Decorative. Industrial & A ; Marine. Then. Decorative group is farther segmented on the footing of surface types- wooden. metal & A ; concrete. Again. sub-class of the entire pigment market is sliced on the footing of Internal & A ; External surface class. At the last measure. monetary value cleavage is used to make a figure of little niches– Premium. Regular & A ; Economy- in the market.

Berger is committed to offer quality merchandises that satisfy consumers’ ultimate desires from pigments with the aid of state-of–art engineering. Berger ever believes in one measure in front in offering new merchandise to make more value for customers’ money. Berger outsmarts other rivals of the market through its one measure in front policy and advanced market offers. Berger is seeking to make full up all holes of the market through offering a broad scope of merchandises to run into the demands ( Premium to Economy Paints ) of different types of users and to work out the different types of functional demands ( Industrial. Decorative & A ; Marine ) . Berger Bangladesh offers about 600 SKU including fluctuations within basic merchandise groups. Due to switch in market growing tendencies Berger is seeking to set up itself in the economic system section of the pigment market.


Premium emulsions. regular acrylic emulsions. distempers. first quality enamels. exterior coatings. textured coatings. automotive refinishes Berger besides leads in a huge scope of other preparations. Stoving pigments. chloro-rubber based enamels. epoxies. silicone heat immune pigments. shocking compounds. distemper. Robbialac Exterior Wall putty. power Bond. Man-made Resin Adhesive-SH.


This is a different section of Berger’s broad scope of pigments largely used for the industries both as natural stuffs and as protective pigments for the equipments and edifices. Berger industrial pigment is the economic system trade name of industrial pigments.

Devil dog
Bangladesh is a riverside state with a big no. of large & A ; little rivers and their feeders. Furthermore. it has a big sea coastal country with Bay of Bengal. Because of this installation a good proportion of transit is being done by sea & A ; river. So immense activity could be seen in sea-ports. river- ports. dockyards & A ; dry-docks. Besides there are shore and off-shore buildings. Pontoons. Buoys. oil/gas rigs. resistance or submerged grapevines. To provide to the demand of keeping these vass & A ; other buildings Berger has introduced a broad scope of Marine pigments suited to defy strict Marine conditions both at sea & A ; seashores and besides at river & A ; river-ports. Berger is here to assist you take the sort of
protection you need for your properties.

Berger semblances
For the first clip in Bangladesh. Berger Paints brings Berger semblances. a scope of interior decorator wear for your walls. Berger semblances are non merely pigment. It’s a whole new life style for your walls. Myriad alone designs with 1000s of colour options from Berger Color Bank giving one an limitless assortment of alone designs to take from.

Color Bank
Berger Color Bank introduces people to the planetary manner to paint with a limitless pick of sunglassess to fit your taste-instantly. The shadiness cards in Berger Color Bank shops are simply declarative of the astonishing pick Berger Color Bank can give. . Every Berger Color Bank shop has a computerized colour tincting machine to assist you take and take place your ain sunglassess from our universe category scope of pigments. Availability of your chosen sunglassess is ever ensured as the pigment is created and dispensed by the machine before your really ain eyes. Access to World Class Quality

Monetary value
By and large. Berger follows cost based pricing method. After computation of the entire fabrication cost ( Direct & A ; Indirect RM cost. Direct & A ; Indirect Labor cost and Manufacturing overhead cost ) and adds 20 % GP to acquire the monetary value point of the merchandise. But this is non the regulation of pollex in pricing the Berger merchandises. Competitor based pricing policy is besides followed every bit good because of the increased competition in the pigment market.

Berger follows the direct distribution policy to do the pigments available in the market. Berger distributes pigments through its ain gross revenues force. Distribution activities of Berger in all over Bangladesh are covered by 7 ( Seven ) strategic terminals. One degree. chiefly. and two level-channel. to some instances. are used by the Berger Paints for Decorative merchandises. Zero degree channels. personal merchandising. are besides used for hold oning the undertaking offers.

Figure 3: Channel degree

In one degree channel. Berger’s gross revenues force delivers pigments to the traders from where ultimate users purchase pigments. In the two-level channel. some major traders dominate the pigment market in the part where they are located. Small traders collect pigments from the large-scale traders. Ultimate users buy pigments from these little traders. Head of Gross saless Offices are given in map

Gross saless Offices

Electronic media: Paints of Berger are promoted in the market through electronic media chiefly in BTV and Cable Channels. Through these ads. non merely the overall Berger merchandises are offered but besides the single trade names are promoted. Through wireless. Berger is seeking to make those possible marks that are non easy approachable by the BTV or Satellite.

Print Media: During daylight largely in the office market potencies have small chance to travel through the electronic media. Rather. they are used to travel through the newspapers. magazines and other periodical publications. So Berger has taken the enterprises to pull people’s attending through print media to some extent. Furthermore. booklets. shadiness cards and other pigment related information in printed signifier are delivered to the traders. possible clients. painters and other targeted potencies to do them interested /more interested toward Berger merchandises.

Billboard: Berger attempts besides move to hold on the potentials’ attending and to increase the frequence of exposure toward Berger merchandises while they are on the manner to their finishs.


Young Painters Art competition
Young Architects’ Award
Sponsoring Delta Break Housing Fair

Public Relations:

Gross saless personnel’s visit to dealer and run into to client
Communicate with the instigators of different undertakings.
Pro link division of Marketing Department communicates with assorted groups ( applied scientists. designer and etc. ) Related with pigment concern. Generating consumer pools for gross revenues.

Berger non merely provide choice merchandise but besides increase client satisfaction degree by adding value.

With a position to bolstering consumer satisfaction. Berger Paints Bangladesh Limited has introduced “Berger Home Decor” on June 15. 2002 through which one can acquire an array of services refering to picture.

Berger Home Decor offers two-stage services:

1. Free Service
2. Paid Service

Berger Home Decor is presently offering broad scope of services to its chances and bing consumers encompassing:

Technical advice on surface readying and application guideline.

• Paint choice.
• Dealer choice.
• Painter/ Contractor choice and
• Color strategy.

There is defined Telephone figure. 02-9872428 for questions. By pealing merely
in the figure one can do question or seek available services from the company. Harmonizing to the nature of question. the company provides solutions. Location

Berger Home Decor is located at 1st Floor. House-24. Road-11. Block-F. Banani Model Town. Dhaka – 1213. Bangladesh Phone Number – 88-02-9872428
E-mail Address of the wing is [ electronic mail protected ]


The SWOT Analysis of Berger Paints presented below:

Corporate image as innovator in pigment industry and one of the taking pigment companies of the universe Wide distribution web.
Rich experience on Bangladesh Paint Market.
Presence in all major sections of the market.
Strong fiscal base and market portion.
Entire dividend paid by the company for the twelvemonth 2008 stands at Tk 12 per portion.

Insignificant presence in the international orbiter channels Perceived as premium priced company at semi-urban and rural market Higher dependance on big traders Consumers’ cognition spread about pigments & A ; picture system
Dependence on imported natural stuffs

Turning market
Use of positive corporate image for corporate variegation To popularise economic system merchandises at distant market

Fierce competition in the Bangladesh market Strong bid of few traders in the market through sub-dealer web Unethical and corrupt patterns by the local companies


Berger. the market leader in the Bangladesh pigment market. is one of the oldest names in the planetary pigment industry. The company is runing in the pigment industry for about two centuries. It has its beginning in the twelvemonth of 1706 and from so on. the company is runing with strong attachment to quality and societal duty.

Berger grew quickly by set uping subdivisions all over the universe and through unifying with other taking pigment & A ; surfacing companies. Today. Berger is one of the taking companies in the planetary pigment industry Berger offers all sorts of painting solutions in cosmetic. industrial or marine section for both cosmetic and protective intent

Berger-The elephantine non-government. on net income organisation in Bangladesh is transporting out a enormous occupation within and outside the state. For quality. public presentation has employed tonss of partisan and devoted workers in each every domains of its activity degree. The best and uninterrupted quality service is delivered by this organisation when they segmented their market in a systematic manner. They offer choice merchandise that satisfy consumer. They follow cost based pricing method. They used direct distribution policy to do their merchandise available in the market. To present their merchandise they besides use electronic media. print media and hoarding. The corporate attempt of all the employees and their cleavage processes is their cardinal factor of going as the successful organisation in the Bangladesh.


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