Welcome to my internship report on Elite Paint and Chemical Industries Limited.

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INTERNSHIP REPORT
ON
“Branding Strategies and Relationship Marketing of
Elite Paint and Chemical Industries LTD”
SUBMITTED TO:
Najma Kabir
Assistant Professor
Department of Marketing
University of Chittagong
Submitted By:
Md. Mizanur Rahman
ID: 18304082
Session: 2017-2018
Department of Marketing
University of Chittagong
Date of Submission: 4th
June, 2023

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Declaration
I, Md.Mizanur Rahman, ID 18304082, session: 2017-2018, Department of
Marketing, Faculty of Business Administration, University of Chittagong am
declaring that presented report title “Branding Strategies and Relationship
Marketing 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. ________________________________
Md. Mizanur Rahman
ID: 18304082
Session: 2017-2018

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Letter of Transmittal
Date: 4th
June, 2023
Mrs. Najma Kabir
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 months long Internship program at Elite Paint and Chemical Industries
Limited. The title of the report is “Branding Strategies and Relationship marketing
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
Md. Mizanur Rahman

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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 Najma Kabir, 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.

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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 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 Branding Strategies and Relationship
Marketing 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 seven 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

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Overview of ELITE PAINT, its Mission, Vision, Corporate profile, nature of their
business, and structure of their organisation.
Then I have included an overview of paint market and competitive scenario in
Bangladesh and then I have analysed their marketing strategies.
In the Fourth Chapter, I have broadly presented about Branding strategies of
Elite Paint.
In the Fifth Chapter, I have broadly presented about Relationship Marketing of
Elite Paint.
I have tried to find some strengths and problems and make some recommendations
which I think will make this business organisation 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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Contents
Executive Summary....................................................................................... 5
Chapter One: Introduction..................................................................................... 9
1.1 Background of the Study............................................................................... 9
1.2 Scope of the Study ........................................................................................ 9
1.3 Objectives of the study .................................................................................... 9
1.3.1 Broad objective ...................................................................................... 9
1.3.2 Specific objectives:..................................................................................... 9
1.4 Methods and Procedures................................................................................. 9
1.4.1 Primary sources ....................................................................................... 10
1.4.2 Secondary sources ................................................................................... 10
1.5 Data gathering Method.................................................................................. 10
1.6 Limitations ..................................................................................................... 10
Chapter 2: Overview of Elite Paint & Chemical Industries.................................... 11
2.1 Summary of Elite Paint & Chemical Industries Ltd....................................... 11
2.2: Company profile at a glance:...................................................................... 12
2.3 Vision:......................................................................................................... 12
2.5 Focusing points of Elite Paint ...................................................................... 13
2.6 Nature of Business ...................................................................................... 13
2.7 Achievement............................................................................................... 13
2.8 Organization Structure................................................................................ 14
2.9 Major products of Elite Paint & Chemical industries ltd.............................. 14
2.10 Recent Development ................................................................................ 15
Chapter 3: Overview of the Paint Industry in Bangladesh .................................... 16
3.1: Overview of some paint Companies in Bangladesh:................................... 17
Chapter-4:......................................................................................................... 20

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Branding strategy of Elite paint in Bangladesh.................................................. 20
Chapter-5:......................................................................................................... 23
Relationship Marketing of Elite Paint................................................................ 23
CHAPTER 6: Findings, Recommendations and Conclusion................................. 25
6.1 Findings................................................................................................... 25
6.2: Recommendations .................................................................................... 28
6.3 Conclusion.................................................................................................. 31
References........................................................................................................ 32

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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 Mrs. Najma Kabir, 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:

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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.

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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.

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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. To be the most trusted and
reliable national paint manufacturer and supplier of quality paint products in the country which
facilitates and adds considerable value to its business in providing consistently high quality
products of international standards in the local market at a competitive price. In doing so
company shall endeavor to establish loyal and natural rewarding relationship with customers,
employees, associates and shareholders.
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.

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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 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,
Color Fest etc.
2.7 Achievement
There is a prevailing misconception that paint is a luxury product, but, in fact, it is a necessary
item without which, no construction work can be deemed complete. Since 1952, Elite Paint has
been providing longevity and protection to the country’s assets and positively impacting the
overall national GDP. Many professionals including painters, contractors, and different retailers
or dealers, started and built their careers with Elite Paint. There are plenty of them who have
thrived and reached the heights of success by choosing their trust in Elite Paint’s quality
products. A host of renowned architects, engineers, and top real estate developers and
corporations confidently select Elite Paint for all their projects and structures. Elite Paint is
known for protecting and adding timeless beauty to many of the nation’s famous landmarks.
Also, Elite Paint is the 1st company in Bangladesh to achieve Lead-Safe Certification. The
company also takes pride in its employees, some of which have been serving Elite Paint for over
40 years. Elite Paint values all its employees and creates a culture that makes them feel like
they are all part of a bigger family, which they can always count on. As a result, the company is
acknowledged as being one of the best employers in the industry for many years now.

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2.8 Organization Structure
EPCIL has a traditional organizational structure.
The board of directors holds six meetings per year, chaired by the chairman.
Several committees are formed, including the Audit, Risk, Remuneration, Executive, and
Purchase committees, with the Managing Director and other directors serving on them.
These committees meet at least once a month to approve proposals.
Mid-level managers initiate proposals, which are then sent to the Managing Director through
department heads.
EPCIL faces legal problems and external auditors conduct audits. The company has four non-
executive directors, two executive directors, and ten managers who report to the Managing
Director.
Three manager report directly to the executive directors, while the others report to the
Managing Director.
Department managers monitor subordinates' work, communicate top management decisions,
and provide feedback. Lower-level managers perform their duties diligently and report to their
superiors regularly.
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

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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.
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.

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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. According to the figure at the right side, the
industry has grown significantly from 2012 to 2015 and it still is growing. A recent study reveals its
market size based on demand is estimated at Tk 4000 crore with the presence of over 45 operational
entities. The sector is expected to grow by 8 to 10 percent per annum as there is scope for increase in
consumption.
Fig: Market share of paint companies in Bangladesh.

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3.1: Overview of some paint Companies in Bangladesh:
There are many paint industries in Bangladesh, Large companies as well as small companies.
Some of the competitors of Elite Paint are described below:
Berger Paints Bangladesh Ltd
Berger Paints Bangladesh Limited (formerly Jenson & Nicholson) established a paint factory in
Chittagong in 1970 and changed its name to Berger Paints Bangladesh Limited in 1980. It is a
multinational company and holds the largest market share in the Bangladeshi paint market.
Berger Paints Bangladesh Limited has two factories, a nationwide dealer network, and 12 sales
depots located across the country. Berger Paints Bangladesh Ltd has decided to set up another
factory in Chattogram's Mirsarai Economic Zone (MEZ).
Asian Paints Bangladesh Ltd
Asian Paints Bangladesh Ltd. started its journey in the year 2002 as a joint venture with
Confidence Cement Ltd. It is also an MNC that holds the second-largest market share. Currently,
Asian Paints operates with a single factory and has a network of over 1,400 supportive dealers
along with 9 depots spread across the country. Asian Paints has started building a new
manufacturing unit in Chattogram's Mirsarai Economic Zone (MEZ).
Kansai Nerolac Paints (Bangladesh) Limited
Kansai Nerolac Paints (Bangladesh) Limited is a subsidiary of Kansai Paint, Japan. Kansai Nerolac
entered the Bangladeshi paint market in 2018 by acquiring a majority stake in RAK Paints Ltd.
which has been operating in Bangladesh since 2009. It currently has 7 depots in the country.
Rainbow Paints
Rainbow Paints, a concern of RFL Group was founded in 2016. It has 200+ showrooms across
the country. Besides traditional paint product categories, it is trying to tap into the spray paint
category in the country which is mainly import dependent.

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Nippon Paint (Bangladesh) Pvt. Ltd.
Nippon Paint is a well-known paint manufacturer based in Japan. It is considered one of the
leading paint manufacturers in the world. In August 2014, Nippon Paint (Bangladesh) Pvt. Ltd.
began its commercial operation in Bangladesh.
Roxy Paints Ltd.
Roxy Paints Ltd. was founded in 1953 and currently operates two factory units. In addition to its
manufacturing facilities, Roxy Paints also has nine warehouses and distribution points.
Aqua Paints
Aqua Paints is a paint company established in 2005 by the successors of Late Serajuddin
Ahmed, who was the founder of Elite Paints.
Ujala Paint Industry
Ujala Paints is in operating in the Bangladeshi paint market since 2004. It is formed by the
owners of Nazrul Brothers Paint Industries.
Jotun Bangladesh Limited
Jotun Bangladesh Limited is a subsidiary of the Norway-based paint and coatings manufacturer,
Jotun Group, another leading paint manufacturer in the world.It is operating in the Bangladeshi
paint market since 2012. In 2022, they opened their first factory in the country.

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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 ✔
- - -

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Chapter-4:
Branding strategy of Elite paint in Bangladesh
The branding strategy of Elite Paint in Bangladesh may vary depending on their specific goals
and target market. However, here are some common elements that could be part of their
branding strategy:
 First Mover Strategy: As the first mover in the paint industry in Bangladesh, Elite
Paint has the opportunity to establish a strong brand presence and customer base
before other competitors enter the market. This lead to greater customer loyalty and
recognition, which can help the company maintain its market position in the long run.
Additionally, being the first company to offer certain products or services can give Elite
Paint an advantage in terms of pricing and market share.
 Unique Value Proposition: Elite Paint emphasize its unique selling
points to differentiate itself from competitors. This include aspects such as
product quality, durability, wide color range, eco-friendliness, or innovative
features.
 Target Market: Elite Paint identify and understand its target market
segments, such as residential homeowners, commercial businesses, or industrial clients.
By understanding the specific needs and preferences of each segment, they tailor their
branding and marketing efforts accordingly.
 Brand Identity: Elite Paint developed a strong brand identity that resonates with its
target market. This includes creating a distinctive logo, tagline, and visual elements that
represent the brand's values and positioning. The brand identity convey professionalism,
trustworthiness, and reliability.

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 Brand Messaging: Elite Paint craft consistent and compelling brand messages that
communicate the brand's key attributes and benefits. This messaging should highlight the
quality, durability, and aesthetic appeal of their paint products, while also addressing the
specific needs and pain points of their target customers.
 Product Range and Innovation: Elite Paint showcase its extensive range of paint
products, including interior, exterior, decorative, and specialty paints. They may emphasize
their product innovation, such as low VOC (volatile organic compounds) paints, anti-
bacterial paints, or easy-to-clean finishes.
 Distribution and Availability:Elite Paint ensured widespread
availability of their products through an extensive distribution network.
They would partner with authorized dealers, retailers, and paint
professionals across Bangladesh to make their products easily accessible to
customers. 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.
 Customer Service and Support: Elite Paint focus on providing excellent customer
service and support. This includes knowledgeable staff who can assist customers with color
selection, paint application techniques, and any other queries or concerns they may have.
They may also offer after-sales support and warranties to instill confidence in their
customers.

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 Marketing and Advertising:
Elite Paint used various marketing channels and mediums to
reach its target audience. This include traditional advertising
methods like television, radio, print media, as well as digital
marketing strategies such as social media advertising, online
promotions, and influencer collaborations.
 Corporate Social Responsibility (CSR):
Elite Paint engaged in CSR activities to enhance its brand image and
demonstrate its commitment to society. This could involve initiatives like
supporting community projects, promoting environmental sustainability, or
organizing educational campaigns on pain
safety and application techniques.

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Chapter-5:
Relationship Marketing of Elite Paint
Relationship marketing is a strategic approach that focuses on building
long-term and mutually beneficial relationships with customers, rather than
solely focusing on one-time transactions. Elite Paint employ relationship
marketing strategies to enhance customer loyalty, foster repeat business,
and create a strong bond with their customer base.
 Personalized Communication: Elite Paint segment their customer base and
tailor their communication to each segment. This done through personalized
emails, direct mail, or targeted digital marketing campaigns. By understanding
customer preferences and needs, Elite Paint deliver relevant informations and
offers that resonate with individual customers.
 Customer Loyalty Programs: Implementing a
customer loyalty program incentivize customers
to continue purchasing Elite Paint products. This
involve offering exclusive discounts, rewards, or
special promotions to loyal customers. Elite Paint
also provide personalized benefits based on a
customer's purchase history and preferences.
 Excellent Customer Service: Elite Paint provide exceptional
customer service at every touchpoint. This includes
promptly addressing customer inquiries or complaints,
providing helpful product information, and ensuring a
positive overall experience. By exceeding customer
expectations, Elite Paint foster strong relationships and
build customer loyalty.

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 Customer Feedback and Engagement: Elite Paint actively seek customer
feedback to understand their needs, preferences, and concerns. This done
through surveys, social media engagement, or direct communication channels.
By involving customers in the decision-making process and incorporating their
feedback, Elite Paint demonstrate that their opinions are valued.
 After-Sales Support: Elite Paint provide after-sales support to assist customers
with product usage, maintenance, or troubleshooting. This can include offering
tutorials, online resources, or a dedicated customer support team. By ensuring
that customers have a positive experience even after the purchase, Elite Paint
can strengthen customer relationships and encourage repeat business.
 Community Building: Elite Paint create a sense of
community among its customers by facilitating
interactions and discussions. This can be achieved through
online forums, social media groups, or exclusive events. By
fostering a community where customers connect, share
experiences, and seek advice, Elite Paint deepen the
relationship between customers and the brand.

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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.
• 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.

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• 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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Finding regarding PESTEL Analysis:
Factors Impact
Political Negative
Economical Negative
Social Positive
Technological Negative
Environmental Positive
Legal Negative
Figure 2: Impact of PESTEL Analysis
Findings regarding Porter's Five Forces Model
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

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6.2: Recommendations
Elite Paint is a local brand so it is always 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 and distribution
• Elite Paint dealers think the company should increase their delivery
transportation as days are getting tough henceforward.
• Elite Paint should improve distribution and quick delivery system as
customers wants their product near the hand within a short period of time
Promotional policy
• In this digital era, the use of social media is very powerful to gain new
and long-term customer. 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.
• Offline promotional policy like Billboard Ad, shop painting
sponsorship, and also through newspaper Elite paint could make
communication with their target market
Product launch program
• Elite Paint should follow some channels for product launching
program.
Product launch program is a major source for promoting the product.

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Concentration to 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.
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.
Strengthening Financially Stability
• The main competitors of Elite Paint are MNCs. All the MNCs are
have huge funding along with law and other investment facilities. Elite
Paint should seek help from the government along with other local
companies to compete with the privileged.

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New line of Product
• Mostly because Bangladesh has a 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 got to related diversification by utilizing their highly
experience chemists, designer, employees and technologies.
Increasing Awareness about Lead Safe Paint
• Spread more awareness about the lead safe product through
showing heart touching TV commercials to attract the new or more
customers. Increase ATL marketing in order to catch the target market.
Incentives
• To maintain good relationship with dealers, contractors and customers
Elite Paint can improve their incentive system through tokens, gift etc.
Experience Centre
• Experience centre could be a bridge to enhance credibility to
customers. Elite Paint can establish experience canter for better output.
More availability of product in the market
• Sometimes customers buy whatever they find in nearest shop in that
case more availability of product could be helpful.

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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-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.

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References
www.elitepaint.com.bd
www.serajuddinahmed.com
Superbrands (An Insight Into Bangladesh’s
Strongest Brands 2020-21)
Elite paint’s newspaper and brochurers
Bpmabd.org. 2022. ..:: Elite Paint & Chemical Industries Ltd. ::... [online]
Available at: <http://www.bpmabd.org/index/memberDetails/10>.
Coatings World. 2022. 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-
inbangladesh/>.
Elite Paint. 2022. Elite Paint. [online] Available at:
<https://elitepaint.wordpress.com/>.
LTD, D., 2022. Elite Paint. [online] Elitepaint.com.bd. Available at:
<http://elitepaint.com.bd/>.
Pcimag.com. 2022. [online] Available at:
<https://www.pcimag.com/articles/107559-global-top-10-and-pci-25-top-
paintand-coatings-companies>.

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The Business Standard. 2022. Painting a legacy: The story of Elite Paint.
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https://www.tbsnews.net/feature/panorama/painting-legacy-story-elite-paint-
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2018celebrates-inspiring-women https://bbf.digital/best-brand-award-2020-
publication http://dsce.edu.bd/db/Best_Brands_(by_BBF)

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https://www.thedailystar.net/business/news/we-will-eat-shares-other-companies-
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https://www.scsglobalservices.com/news/elite-paint-receives-first-lead-safepaintr-
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