Syeda nishat tabassum

Internship report on
Marketing Strategies and Activities of
Elite Paint and Chemical Industries LTD
Submitted To
Dr. Imrana Yasmin
Professor
Department of Marketing
Faculty of Business Studies
University of Dhaka
Submitted By
Syeda Nishat Tabassum
Id: 011 Section: A
Batch: 23rd
Faculty of Business Studies
University of Dhaka

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Declaration
I am Syeda Nishat Tabassum, Id-011, 23rd batch, Department of Marketing, Faculty of business
studies, University of Dhaka declare that the presented report “Marketing Strategies and
Analysis of Elite Paint and Chemical Industries Ltd” is prepared by me. And also declare that
this report is done for the requirement of BBA program, not for any other purpose.
________________________________
ID: 011
Section: A
Batch: 23rd

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Letter of transmittal
To
Dr Imrana Yasmin
Professor
University of Dhaka
Subject: Submission of Internship Report.
Respected mam,
This is my great pleasure to submit the Internship report of my three months long Internship
program at Elite Paint and Chemical Industries Limited. The title of the report is “Marketing
Strategies and Analysis of Elite Paint and Chemical Industries Limited”. This report has been
prepared to fulfil the requirement of my internship program at my assigned organization.
I have put my utmost effort to make this report a successful one. It has been a joyful & enlightening
experience for me to work in the organization & prepare this report. However, this has been a great
source of learning for me to conduct similar types of studies in the future.
I would like to express my sincere gratitude to you for your kind guidance & suggestions in
preparing this report. It would be my immense pleasure if you find this report worthwhile &
informative to have an apparent perspective on the issue. I shall be happy to provide any further
explanation and query regarding this report or any other relevant matters if required.
Sincerely Yours,
________________________

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Acknowledgement
Preparing the report was both exciting and hard-working for me at the same time; it is for the first
time that I had a real-life experience working on an actual company project. I would like to express
my gratitude to my academic supervisor IMRANA YASMIN, Professor of Department of
Marketing, University of Dhaka, for providing me with the proper guidance and support.
I would like to thank Mr. SHAJIR AHMED, Director of Elite Paint for giving me this opportunity
to do my internship in this well-renowned organization.
I express my honest & sincerest gratitude to the Manager of Strategic department of ELITE
PAINT, Mr M. A. MUKIT CHOWDHURY my on-site supervisor who assist me by providing me
time to time information, suggestion as well as the procedure to work with topic.
I will show my gratitude to all the management & non-management staffs that helped me during
the internship period & the entire persons who somehow have an impact on me in completing my
whole report.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work with these
improvements, to attain desired career objectives.

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Executive Summary
This report analyses the strategies of the Elite paint & chemical industries ltd. Elite Paint is one of
the most renowned companies in our country. This report has covered almost all the strategy of
Elite Paints & Chemical Industry Ltd that can be shared with others, for marketing its product. It
also includes a brief profile of the company. To know the strategy of the company it also includes
the product categories and the distribution channel of the company. The objective of this report is
to identify and analyze the marketing strategies of EPCIL (Broadly). I have used both the Primary
sources of data and Secondary sources of data. The data has been collected by conducting an in-
depth interview and personal observation. The limitations to get the proper information were the
COVID-19 pandemic, time barriers, intension to not disclose the information, rules and regulation
etc. The vision of the company is to remain as the benchmark in the Paint industry.
Being an innovative and technology-driven Company consistently delivering world-class products
ensuring best consumer satisfaction through continuous value-added services provided by a highly
professional and committed team. Their primary aim was prioritizing customer satisfaction by
delivering high-quality products at a competitive price and remaining socially committed ethical
company. Production of paints and coatings is the core business of Elite. Elite produces a wide
range of paints including decorative/architectural paints, industrial coatings, marine paints and
powder coatings. Elite Paints & Chemical Industry Ltd operates its business in a competitive
environment. Since its inception, the company has evolved to become a market leader in the paint
brand.
The report is the result of 3 months internship program in the paint manufacturing industry at
ELITE PAINT, GEC branch CHATTOGRAM. The internship has been conducted on Marketing
Analysis and Strategies of ELITE PAINT. I was placed under the Strategic Department of ELITE
PAINT. The division is responsible for providing strategic analysis to the company.
The study consists of five chapters. Each chapter based on the objectives that I set out to achieve.
FIRST Chapter provides information about the introduction and background of the study. I
explained here the Scope, Objectives and Methodology of the study. Like all study, this report has

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also certain limitations which were in some cases unavoidable. In the SECOND
Chapter, the report based on Company Overview of ELITE PAINT, its Mission, Vision, &
Corporate profile.
Chapter THREE titled as Marketing Strategies which is based on STP (segmentation, targeting
and positioning). This chapter provides information about the product, customer and their
strategies to gain competitive advantage. In the FOURTH Chapter, I have described the Marketing
Analysis of ELITE PAINT. In Chapter FIVE, I have shown how ELITE PAINT use Marketing
mix elements, including Product, Price, Place, Promotions. In LAST chapter I have concluded my
study about marketing analysis and strategies based on my observation during my course of
internship in the branch. I have tried to find some strengths & problems and to make some
recommendations which I think will make this financial institution more effective and efficient in
performance appraisal and more competitive in the financial sector. Finally, References are given
at the end of the report.

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Table of contents
Declaration ⅰ
Letter of Transmittal ⅱ
Acknowledgement ⅲ
Executive summary ⅳ
Chapter 1: Introduction 1-3
Background of the study 1
Purpose 1
Objectives of the study 1
Methodology of the study 2
Data gathering method 3
Limitation of the study 3
Chapter 2: Company Overview 4-7
History of Elite Paint and Chemical Industries Ltd 4
Company profile 5
Vision 6
Mission 6
Nature of the company 6
Focusing points of Elite Paint and Chemical Industries Ltd 7
Chapter 3: Marketing Strategies 8-19
Segmentation strategies of Elite Paint 8-14
Target market selection strategy 15
Positioning strategy 16-19

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Chapter 4: Marketing analysis 20-25
SWOT Analysis 21
PESTEL Analysis 21
PORTER’s Five Forces Analysis 24
Chapter 5: Marketing mix 26-31
Product 26
Price 27
Place and Distribution 27
Promotion 29
Chapter 6: Findings, Recommendations and Conclusion 32-37
Findings 32
Recommendations 34
Conclusion 37
Reference 38

Chapter 1: Introduction
1.1 Background of the study
Knowledge and learning become perfect when it is associated with theory and practice. Theoretical
knowledge gets perfection with practical implication. As the concerning educational institution
and the organization substantially benefit from such a program namely ―’ Internship’, the sole
purpose of the internship is to train the students and prepare themselves for the real-life in job
markets. I have developed this internship report as a requirement to acquire the BBA degree under
the direct supervision of Dr Imrana Yasmin. I have tried my level best to make this report
informative and enriched so that the real things can easily be displayed.
1.2 Purpose
This report aims to study the marketing strategies and analysis of Elite Paint and Chemical
Industries Ltd. To do so, I have scrutinized the strategic scenario of paint product, identified the
marketing structure, analysis on the various strategies and its implementation and also how their
strategies are placing an effect on their business.
1.3 Objectives of the study
Broad objective
The broad objective of this paper was to carry out an intensive strategic study on Elite Paint and
Chemical Industries Ltd., gather and compile all possible relevant data regarding the paint industry
in Chittagong and provide an accurate depiction of the recent development in this sector relating
to the concepts of Marketing Strategy and Analysis.

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Specific objective
1. To understand the principles of vision, mission, objectives and their application in respect
of ELITE PAINT.
2. To understand the organizational culture and structure of ELITE PAINT.
3. To identify the segmentation, targeting and positioning strategies.
4. To analyze the marketing mix that is practised by ELITE PAINT.
5. To investigate the marketing strategies and their effect on the overall business.
6. To give recommendations for enhancement and growth for Elite Paint and Chemical
Industries Ltd.
1.4 Methodologyof the study
All the information integrated into this report has been collected both from primary and secondary
sources. To organize the objectives of the study, I realized that a single technique would not be
efficient. Formal & oral conversation, direct observation, questioning clients & printed papers of
the ELITE PAINT were found useful. The research is exploratory in nature because the relevant
data has been collected within the organization. I collected those applicable data from the literature
and some small catalogue and sample. The papers have helped to get deep insight and
understanding about ELITE PAINT. To collect the necessary and meaningful information, the
following methods are used. The details of these sources are highlighted in the following:
Primary Sources
1. Face to face discussions with officers
2. Interviewing people with the organization
3. Personal observation
4. Practical experience gained by fieldwork especially architects and engineers
Secondary Sources:
1. Company website

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2. Professional media: LinkedIn, BD jobs, Job site, News Portals, Industry
Societies & Sites
3. Social media- Facebook, Instagram
4. Newspaper article
5. Product brochure
1.5 Data gathering method
Data has been collected from my observation and findings. I have not used any research tool as it
is a descriptive report. Some data has been collected by conducting an in-depth interview with the
Strategic Sales Manager M. A. Mukit Chowdhury. After analyzing all the data I have gathered
information on marketing strategies and analysis of Elite Paint and Chemical Industries Ltd.
1.6 Limitation of the study
In this research, I faced some obstacles that hindered me from obtaining the objective of my
project. In brief, the problem that I faced is;
 Fieldwork was not possible because of the pandemic. Most of the information were taken
from secondary sources.
 Shortage of time is a critical factor to collect, analyze and summarize the findings of the
study properly.
 Lack of access to published and reputed journals and other institutional reports are also a
major limitation in this study.
 Because of the pandemic interviewing more people was not possible.
 Because of maintaining a high level of privacy in the organization.
 Lack of expertise in making a research report.
 As the report is based totally on personal observation, personal bias might have hampered
the findings.

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Chapter 2: Company Overview
2.1 History of Elite Paint& Chemical Industries Ltd
Elite Paint is one of the largest and leading paint manufacturing companies in Bangladesh. Elite
Paint, founded in 1952, was the first ever paint company to have been established in Bangladesh.
Since its inception, the company has grown to become one of the country’s leading paint brands.
Under the guidance of Honorable Founder Chairman, Late Mr. Serajuddin Ahmed,
www.serajuddinahmed.com, his name has been synonymous with quality, success and luxury.
Elite Paint played a main part in the development of our native country from the very beginning.
Soon after his graduation Late Mr. Serajuddin Ahmed established a small paint manufacturing
factory by the name of Elite Chemical Industries. The company started its journey with a small
manufacturing base, little capital and simple machinery. Right from the start; Elite’s primary aim
was prioritizing customer satisfaction by delivering high quality products at competitive prices.
Over time, this philosophy combined with perceptive marketing campaigns pushed Elite Paint to
the top of the industry. Now, operations have been set up all over the country. To deliver the best
quality products, Elite Paint utilizes a vast amount of resources in research and development. They
have highly qualified chemists and specialists who are consistently working to add new and
innovative products. Through research and development Elite Paint has created products to suit
every need.
Elite Paint produces a wide range of paints and covering for a variety of different industrial needs.
The company is also manufacturing paints to protect ships and offshore structures. Elite Paint’s
product portfolio goes from economic to high performance, providing to the demands of every
user.
Consistently delivering the best in quality products and adding innovative ideas is what keeps Elite
Paint at the top. The company has achieved much over the years and will do much more in the
years to come.

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2.2 Company Profile
Name of the company Elite Paint and Chemical Industries Limited
Legal form Private limited company
Establishment 1952
Chairman Mr. Feroz Ahmed
Vice-Chairman Mr. Salim Ahmed
Products category Wide range of paints and coatings
Business area
 Decorative Paints (For Architectural Structure and
Household Feature)
 Industrial Paints (For equipment and other specialize
industrial structures)
 Marine Paints (For ships and offshore structures)
Logo
Website www.eliitepaint.com.bd
Corporate office
Syed Grand Centre, (Level 8 & 12) Plot # 89, Road # 28, Sector 7,
Uttara, Dhaka –1230, Bangladesh
Chittagong office Elite House, CDA Avenue, East Nasirabad, Chittagong, Bangladesh
Factory
Elite paint & Chemical Industries Ltd. 92 Baizid Bostami, I/A
Nasirabad, Chittagong, Bangladesh

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2.3 Vision
To be the most trusted and consistent national paint manufacturer and supplier of quality paint
products in the country which facilitates and adds significant value to its business by providing
consistently high quality products of international standards in the local market at a competitive
price. In doing so, the company shall attempt to establish loyal and natural rewarding relationship
with customers, employees, associates and shareholders of the company.
2.4 Mission
 Prioritize customer satisfaction
 High quality product
 Optimal utilization of available resources at all times
 Optimal use of information & technology
 Continuous development & growth of human capital
 Every action of every person to be sincere and profit oriented
 Create environment that drives intelligence amongst all involved
2.5 Nature of the company
The core business of ELITE PAINT is manufacturing & marketing of paints, coating, varnishes.
It produces wide range of architectural paints, industrial coatings, marine paints, powder coating.
Nowadays ELITE PAINT has introduced end user oriented services like “Illumina”, “Illumina
Kids”, “Aurora 3D Walls”, first time ever “One Day Painting Service” etc.

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2.6 Focusing point of Elite Paint & Chemical
Industries Ltd
1. Commitment to accomplish complete client fulfillment.
2. Dedication to forecast the firm as an ethical and also socially accountable one.
3. Dedication to proceed as the market leader with consistent sales growth, boosting
performance as well as developing new products befitting client demands.
4. Guaranteeing continual renovation in operation through application of extremely
specialists and also devoted team, proper process management and also engagement of
the stakeholders.
5. Setting quantifiable target at suitable phases and also continuously monitoring them.

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Chapter 3: Marketing Strategies
3.1 Segmentation, targeting and positioningstrategies
Marketing strategies of ELITE PAINT is built on STP – Segmentation, Targeting and Positioning.
ELITE PAINT discovers different needs and groups in the market place, target those needs and
groups that it can satisfy in the superior way and then position its offerings, so that the target
market recognize the companies distinctive offerings and image.
Marketing strategies of ELITE PAINT depends on
1. Segmentation of products.
2. Target market selection.
3. Positioning their product.
3.1.1 Segmentationstrategies of ELITE PAINT
Before segmentation their product ELITE PAINT segments its business through the year.
Generally the summer and winter is the peak season not only for ELITE PAINT but also for every
paint producer. September to May is the peak season and June to August is the lean season for the
paint industry in Bangladesh which is related to weather conditions.
Market segmentation is the process by which the company divides a big market into smaller pieces,
to which the company provides specific products and services – specifically tailored for each
segment. ELITE PAINT follows the segmentation strategies by segmenting their products on three
different categories.

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FIGURE 1: Segmentation of product
3.1.2 Decorative paints
Elite paints & chemical industries Ltd offers both interior and exterior paints. It leads the way for
introducing high quality color bank products and top coat finishes Decorative paints in
Bangladesh. Interior paints like plastic and distemper are used in wall, cement plaster etc. and
enamel is used for metal, wood, bamboo, hardboard etc. Those products ensure long life of metal,
wood, bamboo, hardboard, cement plaster etc. as well as its beauty. Their enamel paint “Lucky
Seven” has been a synonym for “rong” or paint for several decades in Bangladesh. “Master Coat”
is the highest selling brand in the exterior emulsion paint category.
Paint & Coatings
Decorative
Water Base
Oil or SolventBase
Industrial
Oil or SolventBase
Epoxy Base
Marine
Oil & SolventBase
Epoxy Base

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“Bonntile” texture paint ensures more than 30 years of protection with aesthetic value to boot and
the signature looks of many prominent buildings like Hotel Pan Pacific Sonargaon and Balaka,
Biman Bangladesh HQ are linked to this paint. “Silk De Luxe” is the luxury solution for interiors
as it enhances the ambiance inside. To offer vibrant shades in an economy range, Elite Paint also
introduced Distemper, Plastic Paints and Enamel separately for tinting. They offer products which
are water, weather and fungus resistant.
The following table introduces Decorative Paints in EPCIL
Interior
Paint
“Silk Deluxe”
Luxury paint
Gives a creative glaze, unique effects that transform surfaces
into peace of art.
“Plastelite”
Plastic Emulsion
Delivers the ultimate performance for brilliant, rich and
everlasting color.
“Rebelite”
Synthetic Paste
Distemper
User-friendly paint for flawless results and puts premium color
within a limited budget.
“Illumina”
Glitter
High quality water borne paint, based on acrylic emulsion
which provides a beautiful glitter.
“Illumina”
Top Coat
A clear coat based on acrylic binder which is a ready product
for interior wall coating.

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Exterior
Paint
“Master Coat”
Weather Proof Exterior
The best exterior paint with Safeguard Technology and 10
years guarantee.
“Smooth Exterior”
Weather Proof Exterior
Ultimate performance for rich, vivid color and exceptional
durability for exterior surfaces.
“Elitecem”
Cement Base Exterior
Self-curing cement based solid coating for protection and
decoration.
3.1.3 Color fest
Elite Color Fest introduces to the global way to paint with an unlimited choice of shades to match
customer’s taste-instantly. To find the distinct color, Elite Paint brings in Colorfest – the country’s
most advanced POS tinting solution – COROB First 70 Machine. This offers color beyond color
and POS tinting system offers six products each having 1050+
shades. The uniformity of color varies from person to person,
while the base may remain the same. The shades define the
personality while the usage defines the vision. All of us have a
distinct personality. So, while choosing the colors that will set the
environment, eventually have distinct shades in mind. Therefore,
to find the distinct color, Elite Paint brings in Colorfest – the
country’s most advanced POS tinting solution. Opening up world
of colors. Elite Colorfest offers a wide spectrum of shades. From
the ordinary to the extraordinary, from the eye catching to the
subtlest of shades, Colorfest has it all.
Under this Brand Elite Paint offers four decorative products. They
are, Silk Deluxe, Plastic Emulsion, Synthetic Paste Distemper
(SPD), Master Coat, Smooth Exterior Paint, & Synthetic Enamel

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Paint. All these new products give the walls a touch of elegant ambiance. There
are 1050 shades for each product as well as shade from the respective regular product shade card.
It has 16 canister of Colorant. Made with the finest quality raw materials, Elite Paint Color fest
products put forward a colorful sophisticated atmosphere while ensuring highest durability and
better coverage ever offered. Hence one can choose color that steals the heart from Elite Paint
Colorfest and celebrate the vibrant world with color beyond colors.
3.1.4 Industrial paints
This is a different segment of Elite’s wide range of paints mostly used for the industries both as
raw materials and as protective paints for the equipment and buildings. Protecting industrial assets
is increasingly becoming critical owing to rising asset costs, harsh weather conditions and
mounting chemical pollution. Therefore asset owners are looking at specialized protective coatings
specific to their requirements. We perceive this to be just the right environment for Elite Paints to
demonstrate its growing technical strength. Protective Coatings from Elite paints offer a choice of
high-performance, heavy-duty coatings, designed to protect assets against the specific corrosive
environment they are exposed to. Elite Paints Protective Coatings are tested under extreme
conditions to ensure that they are durable and can withstand the vagaries of the different climatic
conditions. Today the range of coatings finds use across diverse industries such as nuclear, thermal
or hydel power plants, chemical, petrochemical or fertilizer plants, refineries, sugar, pulp and paper
industry, offshore structures, pharmaceuticals etc.

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Elite offer industrial finishes, high protective coatings, industrial primers and
other industrial products for the requirement of industrial paints. These paints are long lasting and
prepared in a special method to protect industrial equipment, structures from heat, swatting and
bulging. Some of the prominent clients of Industrial Paints are Meghna Group, Pran RFL, Radisson
Hotel, Pan Pacific Sonargaon Hotel and Bangladesh Railway.
Elite Paint offers the following products for its industrial customers
“Industrielite”
Prepared from selected resin and pigments, possesses excellent color
tension qualities.
“Hammellite”
Hammer Finish
Ideal for protection and decoration of all Ferro structures and non-
absorbent surfaces.
“Industrielite”
Black Bituminous
An inexpensive paint based on resinous materials and synthetic asphalts
which is anti-corrosive in nature as well as resistant to water.
“Powercoat”
Powder Coating
Made of special resigns and other ingredients that imports tough, long
durable and highly resistant to aggressive environment and weather
condition.
“Hotmelt”
Road Marking Paint
Resistant to water permeability, shock, abrasion and non-bleeding bitumen
formulated for traffic lines sign marking on road surfaces.
“Rupali”
Aluminum Paint
Based on special type of oleo-resinous medium and aluminum paste which
have excellent leading properties.
Tennis Court Paint A specialized Elite product meant for making the court colorful.

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3.1.5 Marine Paints
Bangladesh is a riverine country with a large no. of big & small rivers and their tributaries.
Moreover, it has a large sea coastal area with Bay of Bengal. Because of this facility a good
proportion of transportation is being done by sea & river. Bay of Bengal is well known for its fish
reserves. Our fishing trawlers & boats are engaged in fishing in Bay of Bengal. We have two sea-
ports and a good no. of river ports. A good no. of ships are coming to and going out from these
seaports. Large no. of sea-coasters, launches, trawlers, barges, and country - boats are plying
everyday through sea-coasts and rivers.
So huge activity could be seen in sea-ports, river- ports, dockyards & dry-docks. Besides there are
shore and off-shore constructions, Pontoons, Buoys, oil/gas rigs, underground or underwater
pipelines. To cater to the need of
maintaining these vessels & other
constructions EPCIL has
introduced a wide range of Marine
paints suitable to withstand
rigorous marine weather both at sea
& sea-coasts and also at river &
river-ports. EPCIL is here to help
customers choose the kind of protection they need for their belongings. Corporate buyers like
Bangladesh Navy, Western Marine, Chittagong and Khulna Shipyards Ltd. and many small and
medium shipping and shipbuilding companies rely on “Marelite” marine paint brand of Elite Paint.
Two types of Marine Paints that EPCIL uses for its customers
“Elite”
Marine Paint
A solvent based metal finish that offers clean shades and excellent gloss.
“Marelite”
Marine Synthetic
Enamel Paint
A solvent based super gloss paint based on high quality alkyd resin.

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3.2.1 Target market selectionstrategies
EPCIL has segmented their products in such a way through which they can target all the classes
of customer. They can provide products to lower middles and also for high class people. They have
produced products by keeping customer’s choices in their mind. They don’t want to lose any class
of customer.
Elite has chosen target markets to co-operate in the interest of overall company in a socially
responsible manner. The total size of the paint industry in Bangladesh is estimated at $471 billion
in 2020.
The decorative segments of the market accounts for a massive 83.42% of the total industry,
whereas industrial, marine segments contribute 12.17%, and 4.41%, respectively. The major focus
of the companies, operating in the industry, is towards decorative segment. Only a few of the
companies have their product offerings in industrial and marine segment. All the competitors are
concentrating their best efforts for carving out their share of the pie in the decorative segment of
the industry.
Elite market share in the synthetic enamel category is increasing gradually. As this product is
accountable for the major share of the paint market, its continued success will result in significant
growth of the overall market share of the company. This will also enable Elite to battle its
competitors by weakening then in such a strategically important segment.
3.3.1 Positioningstrategy
Elite designs the company’s offerings and image to occupy distinctive place in the mind of the
target market. For positioning in the mind of the target market Elite has differentiated its variables.
3.3.2 Product differentiation
Product differentiation on the basis of size, shape, color shade, convenient size of their paint
container, plastic container and so on. It also maintain its better quality product, finest color shade,

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durable & long lasting paint, and they are also responsible to the customer wants
and satisfaction. ELITE PAINT is the first ones who have brought the Tinting machine to make
different shades of color. They can make 1050 shades with this machine. They brought many “first
of first” products in Bangladesh.
3.3.3 Service differentiation
Every company in the service market differentiates their service to be the best service company
and capturing most of the market share. EPCIL differentiates its service comparing to the other
competitors. These are
● Ordering ease: Ordering ease of EPCIL refers to how easy it is for the customer to place an
order to the company. They have redesigned their website for the convenient of the customer.
Customer can easily order through EPCIL’s website. They also get an approximate cost of their
paint. They can see how their buildings will look after the paint in their website. They are first
ones in the market who have brought painting in a day for the pandemic. Customers can easily
order and receive its product with going to the market.
● Customer consulting & delivery Service: With a view to bolstering customer satisfaction,
EPCIL has consultants and they provide their best suggestion to the customer. They deliver their
products within time at customer’s preferable location. They provide consultant service more for
the decorative paint. For this type of paint customer gets the opportunity to have a meeting with
the design team. For any type of problem customers can communicate with them through the
hotline number. The field-level people try to solve customer’s problem with their knowledge and
if they can’t solve it then they hand it over to the experienced people. To optimize customer's
service, they have established Technical Service Department and provide necessary Technical
support to its customer's site / premises.

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3.3.4 Personnel differentiation
In this industry, getting adequate skilled manpower the absence of relevant skill development in
academic curricula, information and resources, support from regulatory agencies and the absence
of harmonized tariff and non-tariff policies make it a challenging task to operate. Despite that,
EPCIL have ensured that their resources are committed to continued research and product
development, maintaining product diversity. They always gain a strong competitive advantage
through having better trained people. They have a young and energetic team of brilliant individuals
who are working relentlessly towards excellence. Elite Paint has created opportunity for
employment of over 500, from the ground level to the top hierarchy since its adaptation to
corporate structure in 2009. Their employees are given training in their own filed for self-growth
and to deliver better output. They arrange applicator promotions which include painter meets, shop
meets and seminars to demonstrate and educate applicators on products and application process,
training programs and certifications for painters. They also run a partner loyalty program
throughout the year. In the last 3 years, Elite Paint has trained more than 45000 union level painters
and organized CPD for engineers in government sectors to supervise painting works and their
effectiveness.
3.3.5 Environment strategies
EPCIL is committed to main extinction the harmonious balance of eco system and therefore
constantly seeks ways to manufacture and
produce products in an eco-friendly manner.
From its inception, it has played a pioneering role
in introducing new paint and paint technologies
to the paint market. Their efforts have established
it as the most esteemed paint company of the
country and have contributed significantly in its
growth. The Research and Development (R & D)
of EPCIL understands the harsh environment of
the country better. Elite paint is continuously
manufacturing “lead-safe” paints for more than five years. Among the paint manufacturers, only

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Elite Paint products are certified as lead-safe by world-renowned organizations.
They intend to continue its ceaseless endeavors in the future years, and it is expected that such
efforts will contribute immensely to the sustained and growing success of the company’s business.
3.3.6 Technology Orientation
EPCIL has always been the most technology oriented Paint Company of the country. It has the
most modern state-of-the-art production facilities installed in its Chittagong factory. Elite has a
very well equipped paint laboratory in its factory and it is managed by highly qualified technical
personnel. Elite has R & D facilities with most modern & advanced equipment. Elite Paint has
technical collaboration with DNT of Japan and Crown Paints, UK. Such technology driven strategy
will definitely assist the future business growth of the company.
3.3.7 Quality policy of the company
The Policy of Elite Paint & Chemical Industries is to manufacture and market high quality Paint
& varnish at a competitive price. Their objective is to achieve business excellences through quality
by understanding, accepting, meeting and exceeding customer expectations. They follow
international standard on quality management system to ensure consistent quality of product and
services to achieve customer satisfaction. They are committed to achieving total consumer
satisfaction. They commit to project themselves as an ethical and socially responsible company.
Elite Paint is among the first of paint companies that has achieved QMS ISO 2009-2015 for quality
and management committed to protect the environment. EPCIL commits to continue as the market
leader through consistent sales growth, increasing
productivity and developing new products befitting
consumer needs. It shall ensure continual
improvement in their operations through utilization
of highly professional and dedicated team, proper
process management and participation of
stakeholders. They will set measurable targets at
appropriate stages and shall continuously monitor
them. Due to result oriented Quality products & its

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dedicated services to its customers, Elite were the market leader in Bangladesh
Paint Market from early seventies till the nineties.
3.3.8 Media and Sponsorship
Media is the mainstream to build and develop image not in our country but also all over the world.
ELITE PAINT built up its image through advertising, sponsoring different social and cultural
activities. They have sponsored various events such as the Annual Festival Boishakh organized by
the Institute of Fine Arts, the University of Chittagong for several decades and Women in
Leadership Festival (WIL) fest for the last 3 years. They have also hosted the 9th solo exhibition
of renowned architect, Dr. Sajid Bin Doza at Galleria Elite. Elite understands that women play a
great role in paint selection because of their ability to discriminate among colors, which is why
many of their communication target are their female
audience as well. For women’s day, they have been
partnered with GTV and Diamond World to bring
out a quiz campaign titled “Salute to Inspiring
Women”. They preach and practice the
empowerment of women in different clusters in
society. They have been creating different
opportunities to uplift them and help them emerge
as influencers.

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Chapter 4: Marketing Analysis
4.1 SWOT Analysis
To formulate the marketing & overall strategy of EPCIL the management first analyze their
mission and objective and then use the steps of SWOT analysis to find out the strength, weakness,
opportunities and threats and then find out the main strategies for the company.
Strengths
 Largest company since 70 years
 Achieved ISO 2001-2015
 Best Employer Award” from World
HRD Congress
 Food grade certification for Epoxy
paints from BUET
 Strong Distribution Network
 Good reputation among customers
 Achieved “Superbrands” Award
 Lead-Safe certificate from SCS
Global and IPEN
 R&D department
Weaknesses
 High cost for importing raw materials
 Backdated facilities
 Disrupted supply chain for the
pandemic
 Dependency on foreign
manufacturers for gaining raw
materials.
 High production cost
 Limited marketing activities
 Local company
Opportunities
 Cheap and abundant labor force
 New innovations
 Arrival of new technologies
 Moving into new market segments
Threats
 New laws and regulations
 Emergence of substitute products
 Existing and new competitor
 Technological threat
 Changes in customer preferences

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4.2 PESTEL Analysis
PESTEL analysis identifies the external macro-environmental factors of a company including
political, economic, socio-cultural, technological, environmental, and legal factors that present
opportunities and threats to the company. Through PESTEL analysis, ELITE PAINT sets up
strategies to use the opportunities of the environment and decrease the potential threats
Political
The political situation of Bangladesh is more or less stable. The domestic political instability
brought on by strikes, clogs and hostility impacts all sort of business consisting of the paint sector
also. Products are transported with much trouble with more dangers and greater cost throughout
the political violence. Frequent changes of government and policymakers‟ lack of enthusiasm or
failure to implement development oriented policies is a huge problem for the paint industry
persistently changing in terms of technology. Due to the political instability and recent initiatives
taken Elite paint faces tough times ahead in order for the company to cope up with these
uncontrollable factors. However, Elite has maintained positive relations with the government and
is likely to benefit in the near future from its beneficial relationship with the government. Support
from regulatory agencies and the absence of harmonized tariff and non-tariff policies made it
challenging for Elite paint to survive in this competitive industry.
Economic
There is a prevailing misconception in Bangladesh that paint is a luxury item. It is, in fact, a
necessary item. In developing countries, annual cost of corrosion amounts to nearly two to three
percent of GDP, which is caused due to the lack of protection of infrastructures which include
buildings, roads, highways and bridges, vehicles and shipping vessels, industrial structures and
machineries etc. Paint actually ensures the longevity of all structures and thus profitably
contributes to national savings. Elite paint targets all classes of people. They have products for
upper classes as well as for middle classes also. Their products are qualified and affordable. The
composition of growth trend in Bangladesh suggests a positive shift towards a modern economy
with a little more drive hence it is likely to affect the paint industry positively.

22 | P a g e
Social
The paint industry has actually most definitely made an effect on the work market of the nation,
various neighborhood and multinational paint brand names taking in thousands of employees and
also producing new career chances daily. Likewise, the need for business to act properly towards
society has increased day-by-day and numerous business are acting in such means. Elite paint
sponsored for various events to be socially responsible. They have organized Annual Festival
Boishakh, solo exhibition and also held programs for celebrating Women’s day. These initiatives
cause a better picture for EPCIL in minds of the customer. In this globalized era, people are
obtaining more subjected to numerous cultures, luxurious lifestyles, far better services and
products, this opens possibility of paint industry to grow here with various kinds of paint products.
Technology
Technology is one of the most prominent factors in the industry. Demand in Asia continues to rise
faster than elsewhere in the world, and that region now accounts for nearly 50% of global
consumption but still Bangladesh does not have an infrastructure that allows for research and
development of large scale even though paint industries changes persistently with technologies.
However, recent drives to automate day to day activities have been taken by a majority of paint
brand companies. Elite paint has actually constantly been one of the most technology oriented
paint company of the nation. It has the most contemporary state-of-the-art manufacturing centers
set up in its Chittagong factory. Its research and development (R&D) department is outfitted with
the very best innovations in this nation. They brought the first Tintin machine to make 1050 shades
of color. The prospective market as well as opportunity to succeed in this sector is most likely to
rise in Bangladesh.
Environmental
In today’s environment, it is necessary to accomplish the goal of sustainable development which
means that the resources should be consumed in such way that the upcoming generation
will not face trouble. The rate of deforestation and industrialization is increasing in an alarming
rate. The concept of “Green Business” is widely adopted by organizations throughout the world.
However, paint related business is a business which primarily relies upon chemicals. Elite paint

23 | P a g e
has taken environment friendly initiatives. Their recent innovations involve self-
leveling epoxy paint “Floor Mask”- a new development that has antibacterial and seamless
properties. They have also brought powder coatings and construction chemicals like Super
Strength and Super Water Reducer. Elite paint is the first of paint companies to achieve QMS ISO
2009-2015. They have been manufacturing “lead-safe” paints for more than five years and are the
only paint manufacturer in Bangladesh to be certified Lead-Safe by world-renowned
organizations.
Legal
Many laws relating to the paint business has been enacted to make a fair business
environment as well as to encourage entrepreneurship. The Bangladesh Labor Act 2006 (Act
no.42) requires that any company should have minimum wage rate, compensation for accidents,
scope to have trade union, health security, welfare and condition of job and environment, and
concerned issues. Elite Paint offer a lot of facilities in this respect to their employee providing life
insurances and health insurances and also it has a legal team which acts against adulteration
and copyright infringement in the country. They have tried to ensure job security and retirement
plans for their employees.
Factors Impact
Political factor Negative
Economic factor Positive
Social factor Positive
Technological factor Negative
Environmental factor Positive
Legal factor Negative
Figure 2: Impact of PESTEL Analysis

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4.3 PORTER’S FIVE FORCES ANALYSIS
Porter’s five forces analysis points to the strength and weakness of any industry by
analyzing the five competitive forces contributing to the present situation.
Rivalry among existing competitors
Elite paint has to face fierce competition in the paint industry of Bangladesh. There are so many
paint companies and each of them has their consumer share in the market. This sort of competition
among the existing firms makes it more rivalry as all them are competing for the same customers
with same products. Though Elite Paint has hold e good market share but others are trying to
capture a portion of their loyal customer. Paint market is a growing market so other firms have the
chance to increase their revenues by taking necessary plans. Paint companies compete with the
same products so rivalry increases. The level of product differentiation is extremely low for the
paint firms in Bangladesh. Elite paint has created a competitive advantage by providing high
quality products and latest technologies. In paint industry switching cost from one product to
another is low which intensifies the competition.
Threat of Entry
In Paint industry of Bangladesh, it is not only rivalry that poses a threat towards Elite paint; the
possibility that new firms may enter the industry also affects competition. The threat of entry
barrier in paint industry is high as government does not create any sort of barrier in this industry.
Paint companies sell similar sort of paint in the market bearing different brand name. So any
company with huge investment can make an entry in this industry. The technology that the paint
companies use is costly and requires high volume of sales to sustain the fixed costs. So it will
create difficulty for the new entrants.
Threat of Substitutes
While the threat of substitutes typically impacts an industry through price competition, there can
be other concerns in assessing the threat of substitutes. Paint Products do not have many

25 | P a g e
substitutes. So the threat of substitute products for Elite paint is not high. But
competitors may bring more innovative products.
Bargaining Power of the Buyers
The bargaining power of customers is also described as the ability of customers to put the firm
under pressure, which also indicates the customer's sensitivity to price changes. The buyer power
is high if the buyer has many alternatives. Elite paint has a degree of degree of dependency upon
existing channels of distribution which are based on local available store. Because of low switching
costs of paint, buyers do not make impulse buying decisions and hence it gives them a chance to
bargain before buying. Customers have more option in the paint so their bargaining power is high.
Buyers can easily bargain as they have market information about other firms available in the paint
industry. Low switch cost provides buyer the option of alternating his choice regarding paint brand
and tastes.
Bargaining Power of Suppliers
The suppliers in the paint industry are described as the suppliers of raw materials, components,
labor and services. In paint industry supplier switching costs are relatively higher as there are not
many firms. The suppliers of top quality raw materials would have higher bargaining power
as it has an impact on the cost of finished paint item who can provide quality raw materials
for many of the ingredients. Elite paint uses world’s no 1 raw materials from Germany, UK,
France, Singapore and Japan. Hence their bargaining power of them is high.
Factors Impact
Rivalry among existing customers High
Threat of entry Low
Threat of substitutes Low
Bargaining power of buyer High
Bargaining power of supplier High
Figure 3: Impact of Porter’s Five Forces Model

26 | P a g e
Chapter 5: Marketing Mix
5.1 Product
The principal activities of the company throughout the year continued to be manufacturing and
marketing of liquid and non-liquid paints and varnishes and coating. Competing with other
painting company ELITE PAINT offers more than 50 products in their product line ranging from
decorative to industrial to marine. All their paint and coatings are produced in their factory located
in Chittagong. In the upper end of their segmented products they have brought new product line.
Salt Seal
As a chemical industry ELITE PAINT always tries to come up with
innovative ideas with certain drifts. In Bangladesh coastal area like
CHITTAGONG & KHULNA the buildings are exposed to salt because of
the briny weather. So R&D of ELITE PAINT came up with new innovation
called SALT SEAL.
Super Strength
They also came up with idea of admixture product called SUPER STRENGTH which is a liquid
accelerating used in concrete admixture. It brings down setting times in general
and specially under cold weather, leading to early high and ultimate increased
strength.

27 | P a g e
5.2 Price
Price strategy of ELITE PAINT can be spelled out in following manner. “Provide high quality
product at highly affordable price”. Determining appropriate pricing strategies is challenging and
dynamic in a renowned company because of deregulation, intense global competition and slow
growth in market. ELITE PAINT considers Commissions / Discount to Dealers and Retailers while
preparing the pricing strategy. ELITE PAINT supplies their product to Dealers through some
establishes discount basis. They also offer some special commission and discount rate for their
premium Dealers, who can cross the benchmark. Basing on these ELITE PAINT has three Pricing
strategy, those are
 Factory Price
 Dealer Price
 Maximum Retail Price
5.3 Place and Distribution
With its strong distribution network, ELITE PAINT has reached almost every corner of
Bangladesh. Their nationwide dealer network, supported by sales depots strategically located in
Dhaka, Chittagong, Rajshahi, Khulna, Bogra, Sylhet, Barishal, Rangpur, Rajshahi Feni and
Comilla has an unmatched capability of cater to the needs of the consumers of paints products,
almost everywhere in Bangladesh.
ELITE PAINT covers the wide geographic area and day by day it develops its business. For a local
company it is quite competitive to expand its business for some obvious reason, but ELITE PAINT
has done a prodigious job expanding its business.

28 | P a g e
Chittagong
Factory
Central
Distribution
Depots
Dhaka
North
Barishal
Cumilla
Khulna
Chittagong
Dhaka
South
Bagura Rajshahi
Rangpur
Dealers
Corporations
Retailers Contractors
End Users

29 | P a g e
5.4 Promotion
ELITE PAINT is a homegrown company. So, it is quite difficult to directly involve in advertising
because of a private enterprise. ELITE PAINT undertakes promotional activities to introduce their
decorative paint with their target customers. ELITE PAINT tries to sell its product through various
types of promotion.
Advertising
Elite Paint presents its product attractively by the help of advertising in
different media. They recently launched a newspaper called “RONG ER
RAJA ELITE PAINT SHONGBAD” where it publishes its different social
activities which helped consumer to know about company’s relation with
society. Except that ELITE PAINT publishes various ad promos on
YOUTUBE, LinkedIn, and Facebook. They also publish magazine book
which are delivered to the fellow Architects, Engineers, Contractors,
Dealers, Painters to provide enough knowledge about certain product.
Sale promotion
ELITE PAINT follows some tools for sales promotion given below,
 Advertising specialties
ELITE PAINT provides some useful printed material gift to
customer namely, shade card, calendar, their own designed
notebook, diary, desk calendar.
 Free goods
ELITE PAINT provides gift voucher on some certain amount of
purchase in certain dates. ELITE PAINT also gifted their own
manufactured Hand sanitizer namely “SAAF” to the Architect,
Engineer for safety in COVID-19 situation.

30 | P a g e
 Allowances
In case of a large quantity purchase ELITE PAINT offered 15% off of the list
price of its product.
 Dealersales contest
Every year ELITE PAINT fixes annual sales target for its dealer, against which sales bonus &
sales commission are declared. By this means ELITE PAINT puts a competition in place among
dealers & promotes their sales.
 Point of purchase
ELITE PAINT arranges point of purchase in order to display
the company name. In this case it gives attractive signboard
for the dealers, which are put top of dealer’s shops name.
 Attractive packaging
ELITE PAINT provides attractive packaging. All of the elite paint
product come through an attractive packaging for promoting their
product.
Public relation
ELITE PAINT helped Government financially by donating a lump sum amount for Rohingya
Refugee Camp & Flood affected people. ELITE PAINT hosted technical seminar around country
wide where they train up the Painter about product & painting knowledge. Other than that, ELITE
PAINT does Campus recruitment program for young generations, which help adolescents to start
up career in a pre-owned company. Also, ELITE PAINT tries to maintain a good relationship with
their stakeholder & investor by greetings them on their achievement. ELITE PAINT sponsored an
event called “Climate Change Action” on World Architect Day.

31 | P a g e
Direct marketing
As now a digital era ELITE PAINT also uses direct marketing in their business. They directly mail
or do a video conference or virtual presentation with their prominent consumer. They try to
maintain good relationship with customer through internet such as sending greeting on Facebook,
appreciate one’s achievement on LinkedIn.
Except above discussion ELITE PAINT also involved in some societal program such as they
participate in Bangla New Year program with Chittagong Fine Arts Institution. They also sponsor
many events throughout the country. They sponsored a Sehri night event that was held in GEC
convention.
All this promotional activity helps ELITE PAINT to promotes its business and make them familiar
to the target consumer.

32 | P a g e
Chapter 6: Findings, Recommendations and
Conclusion
6.1 Findings
ELITE PAINT is a company, the oldest paint & coating manufacturer of Bangladesh has shown
good performance and holds the strongest position in the Paint & Coatings market. Presently it has
a young management, wise enough to think of and implement an assortment of financial services
through divergence. It has good quality mid and bottom level management which gives more time
for top management to think and plan for new things.
Gaining “Superbrands” recognition, ELITE PAINT is now a global brand and continuing producing
more qualitative product which is better than MNC’s.
ELITE PAINT is the only company in Bangladesh who possesses the “Lead Safe” certification from
“IPEN” & SCS Global, are UN agencies. ELITE PAINT should promote the fact more that they
practice green and is socially responsible for keeping the environment safe and that they care.
Now a day’s most of the business sector is becoming service oriented. ELITE PAINT has a well-
established & massive number of products among local producers and only the rival against MNC’s.
ELITE PAINT products in the market is enjoying a huge bank of satisfied customers of more than
68 years. In such a scenario, ELITE PAINT can now fully concentrate on providing a better up-to-
date service to customer to improve satisfaction level, create new customers from new generations,
and retain existing customers.
The main reason of ELITE PAINT usage is their service support and personal interaction. Many
Dealers are started/learned their business with Elite Paint thus a major party to influence customers
to purchase Elite Paint products, are satisfied and hard to eliminate Elite Paint from their heart.
ELITE PAINT has been efficiently managing their employee and achieving employee satisfaction
by providing a good working environment, motivation and hence driving them to work for attaining
the company goals. In recognition of that for two consecutive times ELITE PAINT has achieved
“Best Employer Brand Award” from abroad.

33 | P a g e
6.2 Recommendations
Elite Paint is a local brand so it was tough to compete in this market but they have become a
renowned brand. Some recommendations has been given to increase its competitiveness
 Improvement in transportation
ELITE PAINT dealers think the company should increase their delivery transportation as days are
getting tough henceforward.
 Promotional policy
ELITE PAINT has to manage coping with generation so they are going to replace the aged
generation as final buyers, the only way to launch substantial campaign.
 Product launch program
ELITE PAINT should follow some channels for product launching program. Product launch
program is a major source for promoting the product.
 Concentrate more on rural area
Although ELITE PAINT contributes more on public relation but they should also focus on rural
areas as country is heading for modernization.
 Coping with trend
As far as the interior & exterior texture paint are concerned versatile design should increase with
time & trend.
 Arranging technology seminars
ELITE PAINT should train their employees to gain knowledge over advanced technology.

34 | P a g e
 Maintain good Organizational culture
Organizational culture can re-boost company sales volume & can highly achieve recognition from
people. The organizational & employees goal remained interdependent with each other. So, leaders
should try to set rewards, recognition, and symbol etc. event to motivate organizational culture.
 Communication flexibility
Stalls should be given outside a construction area so that architect engineer can contact with
respected person.
 Follow 7p’s appropriately
To boost up the sales ELITE PANIT should follow 7p’s of marketing more effectively.
 Technology improvement
Technology must be improved as in digital era; ELITE PAINT should make effort on the process
of ordering to delivering product on customer hand with in a short period of time by the help of
techies.
 Sales system
ELITE PAINT should restructure its sales system. It can restructure through employing more
workforce, day to day sales and delivery system, enrich end-user activists activities, frequent
market visit, better communication with distribution.
 Distribution system
ELITE PAINT should organize distribution system through increase space for store systematic
way, frequently update its database systems which shows products, pack size and color
availabilities and increase the number of delivery van.

35 | P a g e
6.3 Conclusion
From the internship I got to learn a lot about the paint industry. It was a new experience for me to
work in totally different industry.
Elite Paint is a leading paint brand that continues to find more and more ways to deliver customer
satisfaction. The resources of Elite Paint are committed to continued research and product
development and maintaining product diversity. As this is a highly competitive industry, they love
healthy competition with other brands. They are highly capable to compete with multinational
brands.
Elite paint has strong distribution network all over the country. Numerous secondary dealers
operating in the borders of the major markets are engaged in selling the products of the company.
They introduced many new products into the market including self-leveling epoxy paint “Floor
Mask”, “Powder Coatings” and construction chemicals like “Super Strength” and “Super Water
Reducer.
There is a huge potentiality for the paint industry as people prefer to innovate with newer colors
in their homes. There is always demand for quality products & Elite Paint brings innovative and
qualitative products for customers.

36 | P a g e
References
Bpmabd.org. 2021. ..:: Elite Paint & Chemical Industries Ltd. ::... [online] Available at:
<http://www.bpmabd.org/index/memberDetails/10>.
Coatings World. 2021. The Paint And Coatings Industry In Bangladesh. [online] Available at:
<https://www.coatingsworld.com/issues/2020-10-01/view_india_asia_pacific_reports/the-paint-
and-coatings-industry-in-bangladesh/>.
Elite Paint. 2021. Elite Paint. [online] Available at: <https://elitepaint.wordpress.com/>.
LTD, D., 2021. Elite Paint. [online] Elitepaint.com.bd. Available at: <http://elitepaint.com.bd/>.
Pcimag.com. 2021. [online] Available at: <https://www.pcimag.com/articles/107559-global-top-
10-and-pci-25-top-paint-and-coatings-companies>.
The Business Standard. 2021. Painting a legacy: The story of Elite Paint. [online] Available at:
<https://www.tbsnews.net/feature/panorama/painting-legacy-story-elite-paint-113959>.

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