This document is an internship report submitted by Asif Iqbal to his professor Saikat Das. It provides an overview of Elite Paint & Chemical Industries Ltd, including the company's vision, mission, products, organization structure, and achievements. Asif conducted primary research through interviews and observations during his two-month internship with the company's Strategic Department. The report aims to analyze Elite Paint's marketing strategies in Bangladesh's paint industry.

1. INTERNSHIP REPORT
ON
“Elite Paint and Chemical Industries LTD”
SUBMITTED TO:
Saikat Das
Assistant Professor
Department of Marketing
University of Chittagong
Submitted By:
Asif Iqbal
ID: 18304080
Session: 2017-2018
Department of Marketing
University of Chittagong
Date of Submission: 10th
June, 2023

2. i
Student’s Declaration
I, Asif Iqbal, ID 18304080, session: 2017-2018, Department of Marketing, Faculty of
Business Administration, University of Chittagong am declaring that presented
report title Marketing Strategies and Activities of Elite Paint and Chemical
Industries Ltd is prepared by me. And also declaring that this report is done for the
requirement of BBA program, not for any other purpose.
__________________
Name: Asif Iqbal
ID No: 18304080
Session: 2017-2018

3. ii
Letter of Transmittal
Date: 10th June, 2023
Saikat Das
Assistant Professor
Department of Marketing
University of Chittagong
Subject: Submission of Internship Report.
Respected sir, this is my immense pleasure to submit the Internship report of my two month long
Internship program at Elite Paint and Chemical Industries Limited. The title of the report is
“Marketing Mix and Activities 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 would like to express my sincere gratitude to you for your kind guidance and suggestions in
preparing this report. It would be my great pleasure if you find this report worthwhile and
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
Asif Iqbal

4. iii
Acknowledgment
First of all, I would like to thank the Almighty, who gave me the opportunity to take the intern
and complete it successfully. My heartiest and deepest gratitude goes to my parents who have
been a great source of inspiration during the 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 deepest gratitude to my academic supervisor Mr. Saikat Das,
Professor of Department of Marketing, University of Chittagong, for providing me with the
proper guidance and support.
I would like to thank Mr.Rabej Ahmed, Director of Elite Paint, for giving me this opportunity to
do my internship in this well-renowned organization.
I would like to express my honest & sincerest gratitude to the Senior 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 and 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.

5. iv
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 strategies of
Elite Paints & Chemical Industry Ltd that they use for marketing its products. It includes a short
overview of the company. It also includes a brief of overall paint industry to understand and
analyse the actual view of paint market. 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 analyse the marketing strategies of EPCIL (shortly). I have used both the Primary and
Secondary sources of data. The data has been collected by conducting an in-depth interview,
visiting the marketplace and personal observation. There had some limitations to get the proper
information like the time barriers, intension not to disclose the information, rules and regulation,
scattered location and lack of experience etc.
The report is the result of two months internship program in the paint manufacturing industry at
ELITE PAINT, GEC circle, 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 report consists of six 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
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, nature of
their business, and structure of their organization.
In THIRD chapter, I have included an overview of paint market and competitive scenario in
Bangladesh.

6. v
In the FOURTH chapter, I have concluded daily activities and work experience during my
internship program.
In the FIFTH chapter, I have covered Marketing mix elements, including Product, Price, Place,
and Promotions. In LAST, 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 and problems and make some recommendations which I think will make this business
organization more effective and efficient in performance appraisal and more competitive in the
financial sector. Finally, References are given at the end of the report.

7. vi
Table of Contents
Chapter One: Introduction .................................................................................................................1
1.1 Background of the Study....................................................................................................................1
1.2 Scope of the Study..............................................................................................................................1
1.3 Objectives of the study.................................................................................................................1
1.3.1 Broad objective ........................................................................................................................1
1.3.2 Specific objectives:..........................................................................................................................1
1.4 Methods and Procedures..............................................................................................................1
1.4.1 Primary sources...............................................................................................................................2
1.4.2 Secondary sources...........................................................................................................................2
1.5 Data gathering Method ................................................................................................................2
1.6 Limitations...................................................................................................................................2
Chapter 2: Overview of Elite Paint & Chemical Industries....................................................................3
2.1 Summary of Elite Paint & Chemical Industries Ltd ...........................................................................3
2.2: Company profile at a glance:............................................................................................................4
2.3 Vision: .................................................................................................................................................4
2.5 Focusing points of Elite Paint.............................................................................................................5
2.6 Nature of Business .............................................................................................................................5
2.7 Achievement.......................................................................................................................................5
2.8 Organization Structure.......................................................................................................................6
2.9 Major products of Elite Paint & Chemical industries ltd...................................................................7
2.10 Recent Development........................................................................................................................7
Chapter 3: Overview of the Paint Industry in Bangladesh ....................................................................9
Chapter-4: Daily Activities and Work experience...............................................................................12
Chapter-5: Marketing Mix ................................................................................................................20
5.1 Product: ............................................................................................................................................20
5.2 Price:.................................................................................................................................................21
5.4 Promotion.........................................................................................................................................26

8. vii
CHAPTER 6: Findings, Recommendations and Conclusion..................................................................29
6.1 Findings.............................................................................................................................................29
6.2: Recommendations ..........................................................................................................................31
6.3 Conclusion ........................................................................................................................................32
References ..........................................................................................................................................34

9. Page | 1
Chapter One: Introduction
Chapter One: Introduction
Chapter One: Introduction
Chapter One: Introduction
1.1 Background of the Study
Internships provide a valuable opportunity for educational institutions and organizations to
train students and equip them with skills required for the job market. As a partial requirement
for my BBA degree and under the supervision of Mr. Saikat Das, I have prepared this internship
report with the intention of providing informative and enriching content. My aim is to
showcase real-world scenarios and I have made every effort to ensure its quality.
1.2 Scope of the Study
This report comprehensively covers Elite Paint’s marketing strategies and how they maintain
their position in the paint industry. It also includes a concise profile of the company, an analysis
of the paint market in Bangladesh, and the company's product categories and distribution
channels. To obtain this information, I analyzed the strategic landscape of paint products,
identified the marketing framework, and assessed various strategies, their consequences,
SWOT analysis, PESTLE analysis, and Porter's five forces analysis.
1.3 Objectives of the study
This study had been carried out to achieve some predetermined objectives. This has been
broken down into two different categories of objective.
1.3.1 Broad objective
To identify and analyze the marketing strategies that Elite Paint adapt in different levels. Broad
objectives of this study are these:
1.To carry out an intensive strategic study on Elite Paint and Chemical Industries Ltd.
2.To identify and analyze the marketing strategies that Elite Paint adapt in different levels
1.3.2 Specific objectives:
Specific objectives of this report are as follow
1. To learn about the Elite Paint's principles, vision, mission, objectives and their applications.
2. To perceive the organizational culture and structure of Elite Paint.
3. To identify Segment strategies
4. To identify Target market selection strategies
5. To identify Positioning Strategies
6. To identify Pricing strategies
7. To identify promotional strategies
8. To identify competitive strategies
1.4 Methods and Procedures
Every Research work should be conducted through a specific and predetermined methodology
to explore an effective research outcome. The nature of the study is a qualitative research. It
has been conducted with a methodology and the laments of methodology are as following:

10. Page | 2
1.4.1 Primary sources
Primary data have been collected by direct interviews and conversations with the employees
within the Chattogram sales office of Elite Paint
• Face to face discussions with officers.
• Interviewing people with the organization.
• Personal observation.
• Practical experience attained by individual market survey about Paint Industry.
• Practical experience achieved by the fieldwork with Sales Team.
• Practical experience gained by fieldwork especially with architects and engineers.
1.4.2 Secondary sources
• Elite’s Bluebook
• The website of Elite (www.elitepaint.com.)
• Prospectus of Elite paint
• Different journals and publications
• Professional media e.g., LinkedIn, BD jobs, Job site,
• News Portal, Industrial Societies & Sites
• Facebook, Instagram
• Product brochure
• Other Research papers
1.5 Data gathering Method
The needed primary data has been collected through some questionnaire. Besides, some data
has been collected by conducting in depth interview with Strategy Manager M.A Mukit
Chowdhury.
1.6 Limitations
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;
• Most of the traders are very much afraid of disclose the information about sales.
• Time and cost constraints also other limitations regarding this research.
• Every organization has some rules and regulation regarding its privacy policy. So does Elite
Paint
• Lack of experience of the researcher.
• As the report is based totally on personal observation, personal bias might have hampered
the findings. I might have unintentionally missed any important point that I should have
covered in my project work. In my survey I have dropped some Elite’s dealer as I want to focus
on the traders who sales more than one company’s paints.

11. Page | 3
Chapter 2:
Overview of Elite Paint & Chemical Industries
2.1 Summary of Elite Paint & Chemical Industries Ltd
Elite Paint is one of the leading manufacturers of paints and varnishes in Bangladesh which was
established in 1952 as the first-ever paint company in Bangladesh. It started its operation from scratch,
with little capital, simple machinery under the vision of the founder, Late Mr. Serajuddin Ahmed. It
launched its business with a modest factory in Chittagong. Soon after his graduation, the founder
established a small paint manufacturing factory by the name of Elite Chemical Industries. It has been
delivering high-quality products at competitive prices all over the country since its operation. It, now, is
recognized as one of super brand firms in this country. It produces a wide range of paints and coating for
a variety of different industrial needs. Elite Paint’s product portfolio goes from economic to high
performance, catering to the demands of every user. In 1964 Elite Paint introduced in Bangladesh, an
oil-based paint "Lucky Seven" which has been a synonym of "rong" or paint for several decades. They
founded the "Alkyd Resin" unit plant in the year 1985. In 1990 they started "Bontile" texture paint
manufacturing. In the year 1997 Elite Paint unveils "Elite Color World" later "Colorfest" (Color Tinting
System) first ever in Bangladesh. They achieved the ISO 2001-2015 and LEAD-SAFE certificate from SCS
Global and IPEN, food-grade certification for Epoxy paints from BUET, received the "Best Employer
Award" from World HRD Congress in the year 2017. Their powder coating unit started operation in
2018. Elite paint entered the manufacturing of construction chemicals in 2019.

12. Page | 4
2.2: Company profile at a glance:
Name of The
Company
Elite Paint & Chemical Industries Ltd
Legal Form Private limited company
Establishment 1952
Chairman Mr. Feroz Ahmed
Vice-Chairman Mr. Salim Ahmed
Product
Categories
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.elitepaint.com.bd
Corporate
office
Syed Grand Centre, (Level 8 & 12) Pbt # 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.
2.3 Vision:
To be the leading supplier of paint and coatings to help enhance our nation’s infrastructure by
providing the highest customer satisfaction and quality products.
2.4 Mission:
To provide the highest quality paint and coating products to protect all kinds of assets, present
a variety of options and solutions to customers, and create an environment that drives
innovation amongst all involved:
• Prioritize customer satisfaction.
• High quality product.
• Competitive pricing.
• Optimal utilization of available resources at all times.
• Optimal use of information & technology.
• Continuous development & growth of human capital.

13. Page | 5
• Every action of every person to be sincere and profit oriented.
• Create environment that derives intelligence amongst all involved.
2.5 Focusing points of Elite Paint
1. Pledge to achieve complete customer satisfaction.
2. Dedication to portraying the company as ethical and socially responsible.
3. Commitment to maintain market leadership through consistent sales growth, increased
productivity, and development of new products that meet customer demands.
4. Ensuring ongoing improvement in operations through the use of skilled and dedicated
professionals, effective process management, and stakeholder participation.
5. Establishing measurable targets at appropriate stages and continuously tracking progress.
2.6 Nature of Business
The core business of Elite Paint is manufacturing and marketing of paints, varnishes and
coatings. It produces a wide range of paints including architectural paints, industrial coatings,
marine paints and powder coatings. To improve consumer satisfaction, Elite Paint has also
introduced end-user oriented services such as Master Coat, Silk Delux, Lucky Seven, Elite
Marine Paint, Tennis Court Paint, Salt Seal, Colour Fest etc.
2.7 Achievement
In the journey of being in the paint business for more than 70 years, Elite Paint has got various
significant achievements. Some of them are:-
• Lead Safe Paint certification as the first Bangladeshi paint company.
• SUPERBRAND Award 2023.
• ISO 9001:2015 certification as the first Bangladeshi paint company.
• BANGLADESH BEST BRAND AWARDS 2018.
• BANGLADESH BEST EMPLOYER BRAND AWARDS 2018.
2.8: Landmark Establishments
• Bongo Bhaban,
• Hotel Pan Pacific Sonargaon,
• Hotel Radisson Blu Water Garden and Bay View,
• Balaka: Biman Bangladesh Headquarters
• LGED Land Mark Project

14. Page | 6
2.8 Organization Structure

15. Page | 7
2.9 Major products of Elite Paint & Chemical industries ltd
Production of paints and coatings is the core business of Elite. Elite Paint produce a wide range
of paints including decorative/architectural paints, industrial coatings, marine paints and powder
coatings. The main products of the company are:
Major categories Brand name
Decorative Master Coat, Silk Deluxe, Rebelite Synthetic Paint,
Smooth Exterior
Industrial Paint PowerCoat Powder, Road Making Paint, Tennis
Court Paint
Marine Paint Elite Marine Paint, Marelite Marine Synthetic
Metal Surface Paint Lucky Seven, Quick Drying
Wooden Surface Paint Synthetic Clear Vanish
Color Fest Paint COLOR FEST, Smooth Exterior
2.10 Recent Development
The thought of protecting valuable assets triggered Elite
Paint to push the limits and go beyond providing only
painting solutions. They launched “Elite Care”, a complete
range of construction chemicals that provides solutions to
all problems stemming from poor finishing work. Super
Strength, being the face of the range, is the only VOC-free
concrete admixture in the country. “Super Strength” is a
water-reducing and accelerating admixture which helps to
aid in curing concrete faster, resulting in tremendous time
and financial savings. The other superheroes of this range
are Super Seal, 3 in 1 Putty Mix, Salt Seal, Water Reducer,
Super Plaster 2k, and Super Latex. These products help ensure that buildings are well protected
from problems such as Damp, Crack Water Leaks, and any kind of concrete-related damage.
A new service, known as Super Application One Day Painting
Service, the first of its kind as the name mentions, is now being
offered by Elite Paint to apartment owners so that they do not need
to take time out of their valuable schedule to look after paintwork in
their homes. An expert team goes into the apartment with all the
equipment and completes the repainting job within 24 hours.

16. Page | 8
One of Elite Paint’s most proud moments occurred during the
midst of the pandemic, with joining hands with Transocean
Coatings to manufacture internationally certified High-
Performance Industrial and Marine coatings in Bangladesh.
Transocean Coatings, the Netherlands-based association with
the famous ‘smiling dolphin’ as its trademark has a strong
presence in 60 countries all across the globe with a strong focus
on Marine, Protective, and Industrial Coatings. In view of this
collaboration, Elite Paint will be entitled to manufacture locally
250 global standard Marine, Protective & Industrial Coatings
certified by renowned class certifying societies. Transocean
Coating will also help Elite Paint build up world-class service
support for the specialized coating segments in Bangladesh.

17. Page | 9
Chapter 3: Overview of the Paint Industry in Bangladesh
.
Bangladesh's paint industry has been growing at a rapid growth rate for the past several years riding on
the increasing demand from the construction sector. Increasing urbanization and diverse industrial
applications are driving the expansion of the paints and coatings market. The current market size of the
paint market is Tk 4500 crore, which is expected to grow by 8 to 10 percent per annum as there is scope
for an increase in consumption backed by economic growth. As per data available, annual production of
decorative paints is estimated at around 240000 tons.
Total Paint Market Size Tk 4500 crore
Decorative Paints 82%
Protective Coating 8%
Marine Paints 5%
Coil Coating 3%
Auto Refinish & others 2%
There are around 40 companies, both MNCs and local, registered with the Bangladesh Paint
Manufacturers Association (BPMA). The market is mainly dominated by MNCs holding 82% of the total
market share and local companies are competing for the remaining 18% of the market.
Berger Paints Bangladesh Limited is the current market leader in the paint industry of Bangladesh with
54% of market share. Among the local companies, Elite Paint & Chemical Industries Ltd. has the highest
6% market share.

18. Page | 10
Berger Paints
54%
Asian Paints
18%
Kansai Nerolac
7%
Elite Paints
6%
Rainbow Paints
4%
Nippon Paints
3%
Roxy Paints
1%
Others
7%
In the current market scenario, while MNCs are expanding their operations, most local companies are
struggling to sustain due to a lack of long-term planning, innovation, specialization, research, and
funding.
The paint industry has been making significant contributions to the national economy. It generates Tk
700 crore in revenue for the government each year, while employing over 100,000 people directly and
indirectly.
There are significant growth prospects in the paint sector in Bangladesh, given that per capita paint
consumption in the country remains comparatively low at 1.1 kg. By contrast, in India, the figure is 4.2
kg, while in China, it is nearly 9.0 kg. There is untapped potential in the domestic paint market that
companies and investors could explore in the coming years.

19. Page | 11
Comparative Study of Top 11 Paint Manufacturers in Bangladesh
Name of
the
company
Logo Year Nature of the
company
Decorative
Paints
Industrial
Paints
Marine
Paints
Other
Paints
Elite Paint 1952 Local, Private ✔ ✔ ✔ ✔
Roxy
Paints
1953 Local ✔ ✔ ✔ ✔
Al Karim
Paints
1955 Local ✔ ✔
- -
Berger
Paints
1972 MNC ✔ ✔ ✔ ✔
Moon Star
Paints
1984 Local, Private ✔ ✔
- -
Aqua
Paints
2001 Local, Private ✔
- - -
Asian
Paints
2002 MNC ✔ ✔
- -
Ujala
Paints
2003 Local ✔ ✔ ✔ ✔
Nippon
Paints
2014 MNC ✔ ✔
- -
Rainbow
Paints
2016 Public, RFL
Group
✔ ✔
- -
Nerolac
Paints
2020 Holding
company
✔
- - -
Jotun
Paints
2021 MNC ✔
- - -

20. Page | 12
Chapter-4: Daily Activities and Work experience
DAY-1 (08/04/2023)
On that day went to office and received our acceptance letter from our supervisor.
DAY-2 (09/04/2023)
Orientation with the company:
At the beginning of my internship, I had the opportunity to meet my supervisor for the first time.
We discussed my role in the company, my responsibilities, and the overall goals of the internship
program. My supervisor was very helpful in answering my questions and providing me with the
necessary information to get started on my work. I found the meeting to be very informative and
I appreciated the time my supervisor took to meet with me.
DAY-3 (11/04/2023)
On the third day of my internship, my supervisor discussed three topics with me. The first topic
was "Knowing the founder". For this topic, my supervisor discussed the person who started the
company, their background, education, and how they came up with the idea for the company.
The second topic was "About the Board of Directors". For this topic, got to know the group of
people who oversee the company, their names, roles, and how they contribute to the company's
success. The third topic was "Research on the Top Management (MANCOMM)". For this topic,
got to know the group of people who manage the company, their names, roles, and how they
ensure the company is running smoothly.

21. Page | 13
DAY-4 (13/04/2023)
Learned about their various Departments and the heads observed their daily work, got to know
about products such as decorative paints, Industrial paints and marine paints also informed about
services of the company.
DAY-5 (15/04/2023)
We conducted a thorough exploration of the paint sector in the Bangladeshi market. We planned
a conversation with our supervisor to help us better comprehend this industry. This discussion
was really helpful in revealing information about several facets of the paint industry, including
market dynamics, important players, and customer preferences.
We gained a thorough insight of the paint industry as a whole during ours discussion. We
educated ourselves on the various paint varieties that are available and their wide range of uses
in various industries. We investigated the historical setting of this sector within the framework
of Bangladesh since we recognized the crucial role the paint industry plays in economic
development.
DAY-6 (17/04/2023)
Learned about paint.
Learned the major components of paint such as pigment, binders, solvents and additives.
Learned distinction between paint and coatings. While paint is usually used for decoration,
coatings can also be used to protect against corrosion, abrasion, chemical exposure, or to provide
insulation.
DAY-7 (18/04/2023)
Understanding the paint manufacturing process of Elite Paint and Chemical Industries.
Elite Paint sources the majority of its raw materials from the top suppliers around the world.
Furthermore, Elite Paint manufactures ingredients on a limited basis. Elite Paint keeps a stock
of raw materials up to a certain level in order to meet production demands. Paint is
manufactured in the company's sole factory in Chittagong.
Products marketed to individual clients are manufactured first and then distributed through
various channels for sell.

22. Page | 14
However, for the majority of industrial products, the manufacturing process begins only once
the company obtains an order from an industrial customer. It lowers the risk associated with
shelf-life. The same procedure is followed when creating customized products for specific
customers.
When production process starts, some raw materials goes directly and some goes after some
prior processing into the thinning tank where the paint is finally manufactured. The functions of
quality control and quality assurance are performed twice throughout process:
1. During the Production Process
2. Immediately after Production. If the quality of manufactured paint reaches the standard, it
undergoes the filling machine which pours the paint into different sizes of canes.
How to produce different shades of paint How to choose the right color
DAY-8 (26-04-2023)
Learned about their organizational culture and activities.
My supervisor has given some company brochures, newspaper, and articles to study to gather
knowledge about Elite paint and paint industries.
Fig: Paint Manufacturing Process

23. Page | 15
DAY-9 ( 27-04-2023)
My supervisor has given some company brochures, newspaper, and articles to study to gather
knowledge about Elite paint and paint industries.
Learned about companies top line products of decorative, industrial and marine sector.
Generally, the product segment of paint sector can be divided into three categories. Each of
the categories has sub-categories as given bellow:
Fig: Product Segment of Paint Sector
Elite Paint focuses on being a supplier of almost every type of paints as per local needs, and so
it has product under all sub-categories. Elite Paint has developed a wide product line which
serves to almost all needs of paints and coatings.
Also learned how the company segmented their product on different segment.
Elite Paint product portfolio based on various uses is given bellow upon segments and with
brand names:-
1. Decorative Paint
I. Interior
• Silk Deluxe
Product
Segments
Decorative
Paint
Water Base
Oil/ Solvent
Base
Powder Base
Industrial
Paint
Oil/ Solvent
Base
Epoxy Base
Marine Paint
Oil/ Solvent
Base
Epoxy Base

24. Page | 16
• Plastelite Plastic Emulsion
• Rebelite Synthetic Paste Distemper
• Illumina Glitter
• Illumina Top Coat
• Bontile Texture Paint
II. Exterior
• Master Coat (Premium Quality ‘weather proof Coating)
• Smooth Exterior
• Supreme Elitecem
2. Industrial Paint
• Industrielite
• Hammelite Hammer Finish
• Industrielite black Bituminous Paint
• Powercoat Powder Coating
• Road Marking Paint
• Hot Melt (Thermoplastic Road Paint)
• Rupali Aluminium Paint
• Tennis Court Paint
• Swimming Pool Paint
3. Marine Paint
• Elite Marine Paint
• Marelite Marine synthetic Enamel Paint (Several Types)
4. Elite Car
(Construction chemicals and products for problems that occur during construction or because
of poor maintenance)
• Super Strength

25. Page | 17
• Industrielite Damp Stop
• Salt Seal
• Floor Mask Self Leveling Epoxy
• Super Plaster 2K
• 3 in 1 Putty
• Super Latex
• Super Seal Water Repellent
• PU Roof Coat
• Floor Paint
5. Wooden Surface Paint
(Used for both decorative and industrial purposes)
• Synthetic Clear Varnish
• Yacht Varnish
• Supreme Copal Varnish
6. Metal Surface Paint
(Used for both decorative and industrial purposes)
• Lucky 7
• Quick Drying
7. Undercoats
• Aclose Sealer
• Mastercoat Exterior Sealer
• Plastelite Wall Sealer
• Wallelite
• Puttelite
• Multipurpose putty White
• Victory- U Anti Corrosive red Oxide Primer

26. Page | 18
• Thinner (14 Types)
• Bontile Thinner
DAY-10 (30/04/2023)
Got to know Elite paints target customer such as Bongo Bhaban, Hotel Pan Pacific Sonargaon,
Hotel Radisson Blu, Water Garden and Bay View, Balaka: Biman Bangladesh Headquarters and
LGED Land Mark Projects.
Industrial clients of Elite paint are BSRM, KSRM, TK GROUP, BRAC, SQUARE, ISPAHANI, BTI
PROPERTIES, RSRM, BASHUNDHARA GROUP, ANWAR GROUP, IFAD GROUP, KDS and many
more.
For decorative paints Elite paint target customers by providing luxury, durability and quality
products.
DAY-11 (02/05/2023)
Learned how Elite paint position their products in competitive market. The positioning
strategies of Elite paint includes Product differentiation, Service differentiation (ordering ease,
paint consulting and delivery service, Super application), and personnel differentiation.
DAY-12 (06/05/2023)
Learned how to use mail merge in Microsoft word to communicate 5k individuals through
personalized surface mail.
DAY-13 (09/05/2023)
Understanding company’s sales divisions and their distribution network.
To facilitate the distribution process, Elite Paint has set up 10 sales depots located in different
districts of the country, namely Dhaka North, Dhaka South, Chittagong, Rajshahi, Comilla,
Barishal, Khulna, Bogura, Rangpur, and Sylhet. These depots are pivotal points where products
arrive from the company's factory in Chittagong. The strategic placement of these depots
enables efficient and timely delivery of products to the dealers and retailers, ultimately
reaching the end customers.

27. Page | 19
DAY-14 (11/05/2023)
Understanding about Company’s branding strategies.
Branding Strategies of Elite Paint includes unique value proposition, product range and
innovation, distribution and availability, customer service and support, marketing and
advertising and corporate social responsibility.
DAY-15 (15/05/2023)
Learned about brand attributes and Brand guidelines.
DAY-16 (18/05/2023)
Learned about Elite paint marketing mix (products, price, place and promotion).
Got to inform their various products, how they set price of their products, how they distribute
their products to end customers and finally their promotional activities.
DAY-17 (23/05/2023)
Learned about their loyalty program. Elite paint offers benefits such as discounts, exclusive
offers to incentivize customers to continue buying from the company.
Their different CSR and campaign, social work and activities.

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Chapter-5: Marketing Mix
5.1 Product:
Major Product of Elite Paint & Chemical Industries Ltd. (EPCIL)
Production of paints and coatings is the core business of Elite paint which produces a wide
range of paints including Decorative/Architectural Paints, Industrial Coatings, Marine Paints,
Metal Surface Paints, Wooden Surface Paints and Color Fest. The main products of the
company are:
Categories of Products Brand Name
Industrial Master Coat, Silk Delux, Rebelite Synthetic
Paint, Smooth Exterior.
Industrial paint PowerCoat Powder, Road Marking Paint,
Tennis Court Paint, Rupali Aluminum Paint.
Marine paint Elite Marine Paint, Marelite Marine
Synthetic
Metal Surface Paint Lucky Seven, Quick Drying
Wooden Surface Paint Synthetic Clear Varnish, Yacht Varnish
Color Fest Paint COLOR FEST,Smooth Exterior
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

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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.
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. The pricing strategies include
MRP Pricing:
Maximum Retail Price is basically a subject of Consumers’ Right Protection Act, 2009. So far my
knowledge goes, as per Consumers’ Right Protection Act, 2009, there is a list of goods on which
MRP and contents require to be written on the packet or bottle or on it visibly. Elite Paint sets
MRP which is a maximum price the final customer is to pay. It includes everything including
VAT, any other charges, fees etc.

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Premium Pricing:
The company uses a premium pricing strategy as they want to charge higher prices than
their competitors for their products. The goal is to create the perception that the
products must have a higher value than competing products because the prices are
higher. The company is betting that the consumer will not investigate to find out if the
product is truly a higher-quality item. Marketing managers want consumers to believe
that the brand name by itself is enough to assure them that the product is better than
the competition's products.
Association Based Pricing:
The company maintains the price sets by the Pricing Association in Bangladesh. Paint
companies are forced to follow this pricing strategy as all of the companies of paint
market set the price together by their rules and conditions.
Flexible Pricing:
The company follows this strategy in which a product’s final price is open for negotiation.
Customers and sellers can get together and try to alter the price, i.e., either knock it down or
push it up. Flexible pricing does not only apply to the price of goods but services too. It is, in
fact, a very common strategy in tailor-made services. When demand rises or supply declines,
prices go up. Conversely, when demand declines or supply increases, prices fall.
Specialised Pricing:
The company follows Price Discrimination Strategy whereby firms sell the same
products or services at different prices in different markets. The company adopt the
price to ensure winning competition by letting consumers purchase goods at a lenient
rate. The strategy helps brands to sell more, leaving their rival brands behind. When
competition is high, the company tries to leave its competitor behind. As a result, they
keep the pricing as lenient as possible. In the process, the sellers divide customers into
different segments depending on their demographics and preferences. Furthermore,
they fix separate prices to be paid for a product or service purchased by those groups.

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5.3 Place and Distribution:
Figure 1 Fig: Depot Locations of Elite Paint
The place element, also known as distribution, is a crucial component of the marketing
mix for Elite Paint, contributing significantly to its success and survival as a significant
player in the industry. Elite Paint has meticulously focused on establishing an extensive
distribution network to ensure nationwide coverage and reach customers in every corner
of the country. With over 13,000 dealers and retailers across Bangladesh, the company
has strategically positioned itself to distribute its products effectively.
To facilitate the distribution process, Elite Paint has set up ten sales depots located in
different districts of the country, namely Dhaka North, Dhaka South, Chittagong,
Rajshahi, Comilla, Barishal, Khulna, Bogura, Rangpur, and Sylhet. These depots are pivotal
points where products arrive from the company's factory in Chittagong. The strategic
placement of these depots enables efficient and timely delivery of products to the
dealers and retailers, ultimately reaching the end customers.

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Elite Paint employs various distribution channels to reach end-users, ensuring the
availability of their products in the market. These channels include:
1. Depots-Dealers-Retailers-End Users: In this channel, products are transported from
the depots to authorized dealers and retailers, who act as intermediaries between
Elite Paint and the end users.
2. Depots-Dealer-End Users: This channel directly connects the depots and authorized
dealers, who then distribute the products to the end users. By bypassing the
involvement of retailers, Elite Paint can streamline the distribution process,
enabling efficient delivery to the end customers.
3. Depots-End Users: Elite Paint also directly serves the end users by delivering
products from the depots to their desired locations. This channel eliminates the
involvement of intermediaries and allows for direct interaction between the
company and the customers.
4. Depots-Dealer-Contractors-End Users: This distribution channel involves the
collaboration of authorized dealers, contractors, and end users. Elite Paint supplies
its products to the depots and distributes them to dealers. These dealers, in turn,
establish partnerships with contractors specializing in painting projects. The
contractors play a crucial role in recommending and applying Elite Paint products
to meet the specific requirements of the end users engaged in construction or
renovation projects
5. Depots-Dealer-Retailer-Contractors-End Users: This channel caters specifically to
contractors involved in painting projects. Elite Paint supplies its products to dealers
and retailers, who further collaborate with contractors to fulfil the requirements of
end users engaged in construction or renovation projects.
6. Depots-Corporations:
The implementation of the Depots-Corporations distribution channel by Elite Paint
signifies its commitment to serving the corporate sector, industrial buyers, and
government entities. Through this channel, Elite Paint aims to provide cost-effective
solutions and establish strong relationships with corporate clients, enhancing its

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competitive edge in the market. By bypassing intermediaries and directly supplying
products to corporations and large organizations, Elite Paint can efficiently meet the
substantial painting demands of commercial buildings, offices, and other corporate
entities. This approach not only streamlines the distribution process but also benefits the
buyers by reducing the commissions typically associated with intermediaries.
Moreover, Elite Paint recognizes that the distribution approach for decorative paints
differs from that of industrial products. While decorative paints are primarily sold
through dealers and retailers, the company officials directly interact with customers
regarding industrial products. This personalized approach ensures effective
communication and understanding of customer needs in the industrial sector. This
distinction between distribution approaches for decorative paints and industrial products
further highlights Elite Paint's customer-centric approach and adaptability to different
market segments.

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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.

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• 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.
• Allowances
In case of a large quantity purchase ELITE PAINT offered 15% off of the list price of its
product.
• Dealer sales 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.

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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 preowned 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.
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.

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CHAPTER 6: Findings, Recommendations and Conclusion
6.1 Findings
• Elite Paint is the only local company that has massive number of products in its
product line.
• Elite Paint has a very good number of satisfied customers for their quality and
new innovations.
• Elite Paint designs its product according to customer needs & choices with the
intention that the product would be accepted easily.
• As a local company Elite Paint always faces competition in investment like
MNC.
• In case of promotion in advertising on mass media Elite Paint has found widely
absent.
• In case of promotion of the product Elite Paint barely seen arrange any product
launching program.
• Elite Paint focuses more intensely on rebranding and marketing but doesn’t
appropriately follow promotional policy mix.
• Elite Paint highly believes in innovation but their product diversification is very
sluggish comparison to their competitors.

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• Employees are highly satisfied for proper up keeping & getting help from the
upper-level management.
• Private company like Elite Paint doesn’t share financial report and financial
policy to public or any others organizations except government.
• Media is less interested to focus private company like Elite Paint as there has
little public financial benefit.
• June to August is the lean conditions in market as it is the rainy season which is
not considering as suitable time for painting and rest of the time January to May and
September to December is the peak time of their business.
• They barely maintain Exclusive Dealership
• They barely hire brand ambassador.
• Compared to the multinational paint companies private local companies like
Elite Paint get less support from government.
• Elite Paint have trained a great number of painters to paint and painting process
properly.
There are some findings of market scenario based on market visit:
• There are few banners, bill board and other promotional activities in market.
• The product is not well available in the market where we have visited.
• Sellers don't encourage customers to buy elite paint.
• The relationship marketing with painters, sellers, contractors, project manager is not
in good position.
• Elite paint provide less incentives to Painters, contactors and sellers.

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6.2: Recommendations
As Elite Paint is a local brand, it is now tough to compete in this market now a days. However, it
has become a renowned brand. Some recommendations have been given to increase its
competitiveness.
1. Improvement in Transportation and Distribution
Elite Paint dealers think the company should increase their delivery transportation as days
are getting tough henceforward. Moreover, Elite Paint should improve distribution and
quick delivery system as customers wants their product near the hand within a short
period of time.
2. Promotional Policy In this digital era, the use of social media is very powerful to gain new
and long-term customer. So it should provide more effective information regarding the
product and service quality to encourage the customer through social media such as
actively maintaining verified YouTube channel, Facebook, Instagram, LinkedIn, Twitter
etc. It should also emphasize on offline promotional policy like Billboard Ads, shop
painting sponsorship and newspaper Ads to make the target market informed.
3. 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. It gives more
emphasis on physical, manual and dealer-based delivery system. Rather, it’s time to
generate more sales through Social media based ordering system, website ordering
system, to give EMI facilities, EFT and online based payment system as ours is modern
and globalized era.
4. Strengthening Financial Stability The two main competitors of Elite Paint are Berger
Paints and Asian Paints. They both are MNCs and have huge funding. So Elite Paint should
seek help from the government to compete with them. It would be much easier for the
company if they could get single digit loan from the government.
5. New Line of Product Mostly because Bangladesh has temperate monsoon weather
influenced by large seasonal changes in rainfall, hot temperatures and humidity, it is
essential to ensure that surfaces are shielded from tropical climate by the quality of Elite
Paint products. Elite Paint can go to related diversification by utilizing its highly experience
chemists, designer, employees and technologies.
6. Technology Improvement Technology must be improved as we are 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 technology.
7. Increasing Awareness about Lead Safe Paint
Elite Paint should spread more awareness about the lead safe product through showing
heart touching TV commercials to attract the new or more customers. It also should
increase Above the Line (ATL) marketing in order to catch the target market.

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8. Product Launch Program
Elite Paint should follow some channels for product launching program. Product launch
program is a major source for promoting the product.
9. Concentrate more on Rural Areas
Elite Paint is now more concentrating on urban areas. But it ignores rural construction
and infrastructures which is going to be a huge market as country is moving towards
industrialization. Thus, it should focus rural areas equally to increase brand image and
sales.
10. Experience Centre
Experience centre could be a bridge to enhance credibility to customers. Elite Paint can
establish experience centre for better output.
11. More availability of Products in the Market
Sometimes customers buy whatever they find in nearest shop in that case more
availability of product could be helpful.
12. Increasing Incentives
To maintain good relationship with dealers, contractors and customers’ Elite Paint can
improve its incentive system through tokens, gift etc.
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 a 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-

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levelling 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
colours in their homes. There is always demand for quality products & Elite Paint brings
innovative and qualitative products for customers.

42. Page | 34
References
http://WWW.elitepaint.com.bd
http://www.serajuddinahmed.com
https://bd.superbrands.com/
http://www.bpmabd.org/
https://www.coatingsworld.com/issues/2020-10-
01/view_india_asia_pacific_reports/the-paint-and-coatings-industry-in-
bangladesh/
https://elitepaint.wordpress.com/
https://www.tbsnews.net/feature/panorama/painting-legacy-story-elite-paint-
113959
https://www.tbsnews.net/economy/corporates/elite-paint-strikes-deal-transocean-
coatings-340585
https://www.tbsnews.net/economy/corporates/elite-paint-celebrates-success-2021-
322135
https://bbf.digital/experience-the-elite-difference
https://www.colorsmagazine.net/walking-in-the-familys-footsteps/
https://bbf.digital/best-brand-award-2020-publication
http://dsce.edu.bd/db/Best_Brands_(by_BBF)

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https://esdo.org/elite-paints-is-the-first-paint-company-of-bangladesh-to-receivethe-
lead-safe-paint-certification
https://ipen.org/news/elite-paint-receives-first-lead-safe-paint%C2%AE-certification-
bangladesh https://www.thedailystar.net/business/news/prospects-paint-industry-
1772083