This thesis provides a study of the marketing activities of Bashundhara Group, specifically their paper products division, Bashundhara Paper Mills Limited (BPML). The thesis consists of 7 chapters that analyze BPML's products, pricing, placement, and promotion strategies. It also examines BPML's position in the Bangladeshi market, identifies strengths and weaknesses through SWOT analysis, and presents findings from a customer survey on perceptions of BPML's paper products. The objective of the thesis is to help BPML identify issues and make improvements by considering customer opinions and feedback.

1. Thesis
On
Marketing of Paper Products: A Study on
Bashundhara Group
[This Thesis is prepared for the partial fulfillment of the Degree of Master of Business
Administration (MBA) with a major in Marketing]
Supervised by
Dr. Md. Shawquatul Meher
Professor
Faculty of Business Administration
Southern University Bangladesh.
Prepared by
Md. Monir Hossen
Program: MBA
ID: 027-44-02 (E)
Major: Marketing
Faculty of Business Administration
Southern University Bangladesh.
Date of Submission: 19-08-2016
FACULTY OF BUSINESS ADMINISTRATION
SOUTHERN UNIVERSITY BANGLADESH

2. LETTER OF SUBMISSION
July 22, 2016
The Dean
Faculty of Business Administration
Southern University Bangladesh.
Subject: Submission of Thesis.
Dear Sir,
With great pleasure I am submitting my thesis on “Marketing of Paper Products: A Study on
Bashundhara Group”. This thesis has been submitted as an important requirement of MBA
curriculum. I have tried my best to prepare the paper in consistence with the optimal standard
under your valuable direction.
The Thesis has provided me with an opportunity of having an exposure to the working
environment and on the job experience in the Marketing Departments of Bashundara Group. I
have found the study to be quite interesting, beneficial & insightful. I have tried my level best to
prepare an effective & creditable thesis. I hope you will find this thesis significance of all the
labor I have put in it.
I welcome your entire query & take pride to answer them.
Yours sincerely,
______________________
Md. Monir Hossen
ID: 027-44-02 (E)
Program- MBA
Major: Marketing
Faculty of Business Administration
Southern University Bangladesh.
i

3. STUDENT DECLARATION
I declare that the thesis entitled “Marketing of Paper Products: A Study on Bashundhara
Group” embodies that result of my own research works persuade under the supervisor of Dr.
Md. Shawquatul Meher, Professor, Faculty of Business Administration, Southern University
Bangladesh.
I further affirm that the work reported in this thesis is original and is no part or whole of the
thesis has been submitted to any other university.
______________________
Md. Monir Hossen
ID: 027-44-02 (E)
Program- MBA
Major: Marketing
Faculty of Business Administration
Southern University Bangladesh.
ii

4. SUPERVISOR’S DECLERATION
I am very pleased to certify that Md. Monir Hossen, ID: 027-44-02 (E), Student of Faculty of
Business Administration, Southern University Bangladesh has successfully prepared his thesis
on “Marketing of Paper Products: A Study on Bashundhara Group” under my direct
supervision. During the preparation of this thesis he went different Aspects of Bashundhara
Group. He was found to be sincere, enthusiastic and skillful in discharging his assigned
responsibilities. I therefore recommend this thesis to accept for the completion of Master of
Business Administration (MBA).
____________________________
Dr. Md. Shawquatul Meher
Professor
Faculty of Business Administration
Southern University Bangladesh.
iii

5. PREFACE
Consumers often judge the quality of a product or a service on the basis of a variety of on
formational cues that they associate with the product. Some of these cues are intrinsic to
the product or services, others are extrinsic. Either singly or in composite, such cues
provide the basis for perception of product and service quality. Cues that are intrinsic
concern physical characteristics of the product its self, such as size, color, design etc. In the
absences of actual experience with a product, consumers often within “evaluate” quality on
the basis of extrinsic cues- cues that are external to the product itself, such as price, brand
image, manufacturers, retail sores, or even the country origin.
Bashundhara paper products is one of the growing paper products Company in
Bangladesh, which serves paper item to the consumers. The enterprise has a lot of
distributors for its distribution who serves their products to the retailers time to time. For
the institution, most of the time they distribute directly to the end users or that institution.
When the wholesaler sells their product to the retailers or institutions, sometimes the
wholesalers give them credit facility. Now Bashundhara paper products wants to run out
them from this strategy (wholesaler). They want to distribute their products to the
retailers or institutions through distributors or directly, not through wholesalers while
other competitors like karnafuli, Product etc. are selling their product through wholesalers.
The enterprise has lot of product line. they are procuring high quality paper products with
using appropriate raw materials from different sources for serving the customer now a
days they have been exporting overseas market they want to explore their business activity
all over the world and want to leader in paper products around of the world by promising
high quality products serving of the people .this study has found one of the major thing is
price, most of the respondent says that BP price are not reasonable where it competitor
are offering with a reasonable price to their customers. ,Motto, For the people, For the
country.
iv

6. ACKNOWLEDGEMENT
I begin by thanking the Almighty for my successful completion of my Thesis, which is a
significant part of the MBA Program. I would like to take the opportunity to thank those people
who have given me constant support while doing my thesis program.
At first it’s a pleasure to convey my heartiest gratitude and greeting to my honorable supervisors,
Dr. Md. Shawquatul Meher, Professor, Faculty of Business Administration, Southern
University Bangladesh.
I deeply appreciate their cooperation, advice and guidance in preparing this thesis.
I would like to extend my heartiest thanks to the Head Office of Bashundara Group. for allowing
me to complete my thesis. I would like to acknowledge and thanks the following personnel who
has extended their whole-hearted co-operation for preparing the thesis-
Mr. Md. Tareque Ahammed (Regional Sales Manager, Bashundara Group.)
Mr. Md. Saiful Islam (Area Sales Manager, Bashundara Group.) who has given me the
guideline for the successful completion of my thesis.
I would also convey my thanks to all the employees for their beloved manners and attitudes
shown to me during the program. Last of all I would like to express my thanks to the authors,
researchers, article writers whose books and articles that helped me by providing valuable
information and suggestion in respect of preparing this thesis.
v

7. Executive summary
First chapter is, introductory chapter. it represent the literature review, objective of the
study, methodology, benefit and limitation of the study.it has represented literature review
and main objective of the study which is help to company findout their problem area and
make sure that has been repaired.if company emphasize on their opinion and feedback
received from their customer. that might be able satisfy to their customer.to complete any
work smoothly and efficiently it needs to methodology, basically methodology means
method that involves a process on techniques in which various stage of collecting data are
explained and analytical technique are defined. benefit of the study that’s help to society
become aware regarding this product, price aspect of Bashundhara group. limitation means
insufficient output from the expected output.limitation of time was one of the most
important factors for collecting data.
Chapter 2, give review of marketing activities of Bashundhara group. B.g was started their
business operation as real state Ventura known as ’’Bashundhara’.
Now a days they have twenty more concern, most of them are leading position in
Bangladesh one of the major concern is BPML. Under the tutelage of the group’s first
concern east west properly developed 1987.this project turned out to be a very successful
one. the company aims and objective have always remained the same to serve the people
with minimum satisfaction and keep on working for the great welfare of the people and the
company. BG care their clients as their obligation and customer satisfaction remains key
their success.
Chapter3, is concerned about marketing aspect of BG. this chapter has explained broadly
marketing mix of BG and strategic planning of BG. there has been explained about product,
price, place, promotion aspect of BPML. and shown different types of information.
Chapter 4, is concerned about current market status of Bashundhara paper product and
shown marketing positioning of Bashundhara paper products and network.
Chapter 5, is concerned about company profile of Bashundhara paper products to identify
strength and weakness of the marketing of Bashundhara paper product.

8. Chapter 6, is concerned about Position of the customer Service of Bashundhara paper
products. it was show customer perception about this products.it has separately shown
product, price ,place, promotional activities perspective perception of customer.
vi

9. TABLE OF CONTENTS
DESCRIPTION Page No.
Letter Of Submission i
Student Declaration ii
Supervisor’s Declaration iii
Preface iv
Acknowledgement v
Executive Summary vi
CHAPTER ONE :INTRODUCTION 1-06
1.1 Introduction 02
1.2 Importance of the Study 03
1.3 OBJECTIVES OF THE STUDY 03
1.4 METHODOLOGY OF THE STUDY 04
1.5 SCOPE OF THE STUDY 05
1.6 LIMITATIONS OF THE STUDY 05
CHAPTER TWO :OVERVIEW OF BASHUNDARA GROUP 06-11
2.1 Background of the company 07
2.2 Mission and Vision 08-09
2.3 Organogram of the Bashundhara Group 10
2.4 Major Concerns 11
2.5 Employment 11
2.6 Wealth 11
CHAPTER THREE : MARKETING ASPECTS OF BASHUNDHARA PAPER 12-26
3.1 Product Aspect 12-19
3.2 Price Aspect 19-23
3.3 Place Aspect 23-24
3.4 Promotional Aspect 2624
CHAPTER FOUR : BASHUNDHARA PAPER PRODUCTS IN BANGLADESH 27-30
4.1 The position of Bashundhara paper products in Bangladesh 27-29
4.2 Current market status 29
4.3 Information about dealer 30
CHAPTER FIVE : SWOT ANALYSIS OF BASHUNDHARA GROUP
5.1 SWOT analysis of Bashundhara paper products 31-34
CHAPTERSIX : CUSTOMERS VIEWS REGARDING PAPER PRODUCTS 35-37
6.1 Findings of survey 36-37
CHAPTER SEVEN : PROBLEMS, RECOMMENDATIONS, CONCLUSION 38-41
7.1 Problems 39
7.2 Recommendation 40
7.3 Conclusion 40-41
- Reference 41
- Annexure 42-43