Market Data Analysis, Monitoring of Sales & MarketingMix of BSRM Wires.pdf

CHITTAGONG INDEPENDENTUNIVERSITY
Internship Report On
Market Data Analysis, Monitoring of Sales & Marketing
Mix of BSRM Wires
Submitted by:
RAHIM HOSSAIN
ID NO: 20201054
Summer 2023
Submitted to:
DR. SYED MANZUR QUADER
Dean, CIU Business School
in partial fulfilment of the award of the degree of
Bachelor Of Business Administration
DATE OF SUBMISSION: 17th
September 2023

Letter of Transmittal
Date:
Dr. Syed Manzur Quader
Dean, CIU Business School,
Chittagong Independent University,
Chattogram, Bangladesh.
Subject: Submission of Internship report.
Dear Sir,
With due respect and great pleasure, I submit my internship report on a specialized project of
Bangladesh Group of Companies which is BSRM Wires Limited. The twelve-week internship
program is a great experience to me as it provided me with wide exposure to the professional
environment and the corporate world. The topic of my report is “Market Data analysis,
Monitoring of sales & Marketing Mix of BSRM Wires”. My main focus of the study is
understand the working structure of the tasks given to me which includes sales visit movement
report and Recharge campaign customer feedback. I also tried to relate the Marketing Mix
concept with BSRM Wires product. It was my privilege and honor to follow the guidelines that
you have provided. The whole experience of this Internship Program enabled me to get an
insight of industrial environment and corporate culture.
I will remain available for any queries and/or observations in this regard which will be also
beneficial for me, as it will give me the opportunity to learn more and enrich my knowledge.
Sincerely,
Rahim Hossain
ID no: 20201054
Student of CIU Business School

Acknowledgement
I extend my sincere gratitude to BSRM for giving me this internship opportunity.
In specific, I am grateful to Mr. Rajesh Sharma of Sales Wires Department for the
guidance force and helping me to successfully complete the internship along with
making this report.
I would like to extend thanks to Dr. Syed Manzur Quader Sir, who has sincerely
supported me with the valuable insights and provided me with all the guidelines
into the successful completion of this report.
Last but not the least, I am indebted to my parents who provided me their time,
support and inspiration needed to prepare this report.

Executive Summary
The internship report, alongside the practical experience provided by BSRM, is an
important task for developing or putting into theory all I have learned and has set
me on a constructive path to understanding how the welding rod industry in
Bangladesh operates. The internship report is helping me to put all my ideas and
learnings into one place and depict my work at BSRM into practical knowledge.
I have conducted a customer survey from the SMS Recharge Campaign and
collected data from around 450 customers regarding a BSRM product called
“Jetbond”. BSRM’s main competitor in this segment is Linde Bangladesh
Here I have analyzed the sales visit performance, to keep track on their records.
The sales personnel tracking & recharge campaign is a compilation of data from
28May to 27 August 2023.
Then I have tried to relate the marketing mix concept with BSRM Wires product,
in order have an idea of their marketing strategies.
Table of Contents

OVERVIEW OF BSRM............................................................................................................................6
ORGANIZATIONAL STRUCTURE of BSRM....................................................................................10
INTERNSHIP PLAN...............................................................................................................................12
DESCRIPTION ON DAILY ACTIVITIES...........................................................................................13
WORK SAMPLE....................................................................................................................................15
1) Introduction of the report...........................................................................................................15
2) Objectives of the report...............................................................................................................16
3) Scope of the report.......................................................................................................................16
4) Limitations of the report.............................................................................................................16
5) Methodology of the Report.........................................................................................................17
6) Literature Review........................................................................................................................17
7) FINDINGS & ANALYSIS...........................................................................................................18
 SALES VISIT MOVEMENT- REGION WISE COMPARISON.........................................18
 MARKET ANALYSIS FROM SMS RECHARGE CAMPAIGN........................................27
 MARKETING MIX.................................................................................................................33
CRITICALANALYSIS...........................................................................................................................43
SWOT ANALYSIS...................................................................................................................................44
RECOMMENDATIONS.........................................................................................................................45
CONCLUSION........................................................................................................................................46
REFERENCES........................................................................................................................................47

OVERVIEW OF BSRM
Brief History of BSRM Group
Bangladesh Steel Re-Rolling Mills Limited (BSRM) has established in 1952 with 4
small rolling mills in Nasirabad Industrial Area, Bayezid Bostami Road,
Chittagong, Bangladesh to produce reinforcing bars and structural sections. The
mills were founded by Late Mr. Taher Ali Alibhai Africawala and Late Akber Ali
Alibhai Africawala, the predecessors of present management.
The mill gradually expanded by adopting European technology. In 1987 the
management decided to extend the plants to produce high quality products like
TOR Steels and 60 Grade reinforcing bars. In 1996 BSRM added a captive billet
manufacturing plants to cater the demand of quality billets as raw materials for
rolling mills. BSRM has established their cold rolling mill to manufacture ribbed
high strength M.S. Wires in 2006. Finally in 2008 BSRM Group of Companies has
established their state-of-the-art Danieli, Italy built rolling mill plant - BSRM
Steels Ltd. at 4 Fouzdarhat Industrial Area, Chittagong, Bangladesh with updated
technology and annual production capacity of 1,35,000 M/T of 75 Grade M.S.
Rod. The project is one of the largest in Southeast Asia which produce their new
products- “BSRM Xtreme”- a 75 Grade international standard M.S. Rod for
uprising multi storied buildings.
Introduction of BSRM
BSRM is the leading steel manufacturing company and one of the prominent
corporate houses in Bangladesh. Over the years, BSRM steel products have been
chosen solely for building major National landmarks and infrastructures. To name
a few, the Padma Bridge, Roppur Nuclear Power Plant, Hatirjheel Project, Zillur
Rahman Flyover, Mayor Hanif Flyover and Shah Amanat Bridge were built with
BSRM. It is dedicated to providing the best solution for the construction industry.
The first ever 50 mm rod was specially designed and rolled for the deep pilling
requirements of Padma Bridge. Various specialized products of BSRM are also
designed to meet special needs for the construction industry.

BSRM at a glance:
a) 1952: The BSRM saga starts with the first re-rolling mill in Bangladesh.
b) 1984: Introduced high strength cold twisted steel bars to the construction
industry.
c) 1987: Introduced ASTM 615 Grade 60 reinforced steel bars.
d) 1996: Commissioned the largest billet making plant in the country.
e) 2006: Introduced micro-reinforcement wires for low-cost rural construction.
f) 2007: BSRM Steels Limited (BSRMS), a concern of the BSRM Group of
companies has been established to cater to the country’s growing steel needs.
g) 2008: BSRM Steels Ltd. Started producing internationally recognized Grade
500 steel bars branded as ‘Xtreme 500W’.
h) 2008: BSRM Group contributed nearly Tk.100 crores to the national
exchequer in taxes, levies, duties, and VAT.
i) 2010: BSRM Iron & Steel Co. Ltd. largest billet making plant in the country,
started commercial production on 1st
June 2010.
j) 2010: Production Capacity of BSRM Steel Enhanced to 5, 50,000 M/T
k) 2012: BSRM celebrated 60-year anniversary and BSRM achieved another
Landmark by completing 60 years. Production Capacity of BSRM Steels
Limited enhanced to 6, 00,000 M/ T per year.
l) 2015: BSRM Steel Mills Ltd., the largest ever Induction Furnace based
Billet making Plant is commissioned in September 2015.
m) 2015: Announced a new product “BSRM Maxima”.
n) 2016-2017: BSRM ‘Ultima’ and ‘Centura’ are introduced.
o) 2016-2017: For first time in the history of BSRM Group, sales of MS
Products have crossed one million M. ton in the year of 2016.
p) 2017-2018: Start to set-up of a Galvanized Iron (GI) wire and Low
Relaxation Pre-Stressed Concrete (LRPC) wire manufacturing plant.
q) 2018-2019: Project face – BSRM Wires Limited.
r) 2020: Started manufacturing Welding Electrode and Low Carbon Wire
Products.

Competitors
Its main competitors are AKS Steel, GPH Ispat, Rahim Steel & KSRM. BSRM
wires main competitors are Navana, ACL, Linde, Fresh, Global, Jamuna, Padma, S
ALAM, Meghna & RFL. However, BSRM Wires’ strategic competitor is Linde.
BSRM Vision:
WE AT BSRM GROUP ASPIRE TO….
Maintain our leadership positions in the steel industry by-producing the best
quality steel products, continuously enhancing customer satisfaction, and
becoming a reliable business partner of our Customers and Suppliers.
 Be an employer of choice, with focus on nurturing talent and developing
future leaders of the organization.
 Protect the interest of our shareholders through sustainable growth and value
creation.
 Preserve the trust of all our stakeholders by adopting ethical business
practices.
 Support the society through Corporate Social Responsibility initiatives.
Values of BSRM
1. Sustainable Growth: Consistent improvement in the quality of products and
services, efficiency of processes and profitability of business; continuously
anticipating and responding to the changing business and environmental needs
using innovation; sharing knowledge and experience within the organization.
2. Quality: Create products and services valued by the customers; constantly
improving processes through innovation and adopting best practices; reducing
wastage; minimizing costs; investing in systems and technology & developing
people to build a highly capable workforce.

3. Reliability: Be the preferred business partner for the customers and suppliers by
offering quality products; providing best and timely service before, during and
after the business transactions and honoring all the commitments despite
challenges.
4. Trust: Preserve the faith and goodwill of all the stakeholders – customers,
shareholders, suppliers, employees, regulatory bodies, and society by adopting
ethical and transparent business practices, being fair and honest in all the dealings
and building robust governance and risk management processes.
5. Leadership: Be a role model, setting benchmarks through the products,
processes, and people; constantly moving ahead of the competition by
differentiating the products, innovating the processes, increasing the market-share
and nurturing talent to develop leaders within the organization.
6. Social Responsibility: Acknowledge and fulfill the obligations towards the
society by undertaking initiatives for the general uplifting of the society, building
capability, and making facilities available to the underprivileged.
7. Customer Satisfaction: Delight the external and internal customers at every
stage of interaction with them by truly understanding their needs, offering them the
best products and services, treating them with respect and actively seeking and
acting on their feedback.

Managing
Director
Director
(Finance)
Deputy MD
Head of HR Head of Finance &
Accounts
COO Head of
Administratio
n
Head of CSR
Head of Mfg
Head of
Corporate
Affairs & Dhaka
CorporateOffice
HeadofInforma
tionTechnology
Head of
Sales &
Marketing
Head of Estate Head of Internal Audit &
Compliance
Head of
SCM Head of
Legal
Head of
Strategic
Projects
Country
Head
Head of
Corporate
Strategy &
Projects
ORGANIZATIONAL STRUCTURE of BSRM
BOARD OF
DIRECTORS
AGS & CFO

BSRM office branches
Corporate Office (Shadarghat,
Chattogram, Bangladesh)
Dhaka Corporate Office (Kakrail,
Dhaka, Bangladesh)
Dhaka Uttara Office Narayangonj Office
Gazipur Office Barisal Office
Comilla Office Khulna Office
Rajshahi Office Rangpur Office
Sylhet Office Mymensingh Office
Cox’s Bazar Office Mirasharai Office
Narsingdi Office Tangail Office
Kushtia Office Faridpur Office
Benapole Office Overseas-Kolkata India
There are more than 2,800 people working in the company, which includes 19 key
management personnel, 4 Advisers & 7 Management Committee.
Organizational culture of BSRM
BSRM is one of the prominent corporate houses in Bangladesh, leading the steel
industry of this country with professional excellence and sociable culture. In all
areas of its business, BSRM remains committed to good ethics and transparent
practice in order to achieve fairness and honesty.
Different world class consultancy firms like PricewaterhouseCoopers (PwC),
Deloitte brought changes in the culture of BSRM through structural changes,
process improvements, and personnel developments.
 The attire of the employees is decent, and they are quite friendly. Employees
are very much keen on one another.
 The authority and responsibility are very much clear, and the hierarchical
organogram is fairly maintained. This gives them the courage to become
achievement oriented and bring professional excellence.

INTERNSHIP PLAN
I have started my internship program from May 28th
, 2023 and ended at August 27,
2023 at BSRM Wires Department. This department is completely new, since it
started from 2020, during the pandemic period. Here I was assigned under
Mr.Rajesh Sharma, the Deputy Manager of BSRM Wires. This department is a
combination of administration & sales. I had a 5days training, which started from
May 28th
till June 1st
, 2023. I have been trained on how to make an excel report on
Sales visit movement while tracking each salesman through Whatsapp business.
Eventually, week by week, by work tasks got increasing, where I got introduced to
SMS Recharge campaign work. Here I got to make a Recharge Campaign
summary on how many successful recharges had been done each day. I had to
report daily to Deputy Manager through email. Eventually I got assigned with
cheque handling and delivery package handling, where I had to go to Dispatch
department at Sales for such work. I was then, assigned with Customer calling
survey in order to get the repeat customer’s feedback on BSRM Jetbond. I was also
assigned in a special assignment, where I had to check the price of BSRM Wires
products and other competitors product at Golam Rosul Market and other places as
well, in Chittagong. Overall, I had a good experience at BSRM & the pressure
handling was the main outcome.

DESCRIPTION ON DAILY ACTIVITIES
WEEK DATE JOB DETAILS REMARKS
1st
week From May 28th
to June 3rd
2023
I was introduced to Mr. Rajesh Sharma, who
provided brief introduction about BSRM
Wires and its products. He trained me the
daily routine work of Sales visit reporting &
SMS recharge campaign.
2nd
Week From June 4th
to June 10th
2023
I had a field visit at BSRM Factory,
Mirasharai, where they had a workshop day
with the dealers and traders. The remaining
days were daily routine works of Sales visit
reporting. I had my first 2days weekend
holiday.
3rd
Week From June 11th
to June 17th
Mr.Mizan, the Corporate analyst has
explained the shortcuts of excel work. SMS
recharge campaign reporting was added to my
daily routine works.
4th
Week From June 18th
to June 24th
I was assigned with handling delivery
packages and checking their stock & address
of each package. I was introduced to customer
survey calling, to collect the feedback of the
customers. This task was also added to my
daily routine work. From 25th
June to 27th
June, I had sick leave due to high fever.
Holiday From June 28th
to July 1st
I had a 4days holiday on the occasion of Eid-
Al-Adha.
5th
Week From July 2th
to
July 8th
I was assigned to note down dealer, traders,
workshop and corporate lists in an excel file.
The remaining days include daily routine
works, such as Sales Visit Movement Report,
SMS Recharge Campaign Reports &
customer survey calling. I had to make daily
40calls.
6th
Week From July 9th
to
July 15th
I had to make around 100 calls a week, in
order to know the customer feedback about
the Jetbonds or other electrodes. I had a
fellow Intern name Afra, who helped me
along with this.
7th
Week From July 16th
to July 22th
There was a small gathering on celebrating
their Sales Target achievement. The
colleagues at BSRM Wires were very friendly
to gather upon. The remaining days include

reporting.
8th
Week From July 23th
to July 29st
I had to submit a promotional package to the
Marketing Head & Supply chain department.
The remaining days include reporting Sales
Visit, SMS Recharge campaign report and
customer survey calling.
9th
Week From July 30th
to August 5th
I was assigned a special assignment, i.e, field
work at Golam Rosul Market, to see the
ethical work of dealers and traders. I had to
note down the price of each product, to
understand the pricing mechanism. The
remaining days include daily routine works
such as the reporting work.
10th
Week From August
6th
to 12th
I was assigned to make an excel report
summary of MR (Marketing Representative)
report to the Deputy Manager. I was
introduced to new departments such as the IT,
Supply Chain & Admin department. I had a
pictoral view on how the employees work in
that department.
11th
Week From August
13th
to 19th
I had daily reporting tasks to submit, along
with a brief lecture on how the welding PPE
works.
12th
Week From August
20th
to August
27th
2023
A new trainee joined the BSRM wires team,
named Fatema Madam, where I had trained
her how to make an excel report summary for
sales visit movement. At August 24th
, I had a
warm token of appreciation by the Deputy
Manager, Mr. Rajesh Sharma and Head of
Sales, Mr.Kamal Hossain. The remaining
days were at BARD for LFE Purpose.

WORK SAMPLE
1) Introduction of the report
The report is done basically as a part of my internship requirement course at CIU.
The internship is at the BSRM Corporate Office and its duration is for three
months- May 28, 2023, to August 27, 2023. The internship was supervised by
experienced individuals and company personnel.
I was assigned the task of market survey and I managed to call with around 300+
people over the phone who are currently using BSRM Welding Electrodes,
popularly known as “Jetbond”.
As time progressed, the world became more competitive, making it more difficult
for enterprises to survive and thrive. Many businesses have been able to thrive and
succeed for many years because of USPs or Unique Selling Points, amazing
products, and fantastic prices, but it all comes down to customer satisfaction.
"Customers are always right," as the proverb goes, implying that pleased customers
are the key to a company or organization surviving and succeeding for many years.
Based on the data that I have collected including customer’s previous brand, repeat
buying chance, remarks and the satisfaction level reflects the graphs and the
figures.
I have also analyzed track movement of each sales personnel to know their actual
visit plan and progress report with proper escalation plan. Lastly, I have done a
field work where I met dealers and traders, to know about the pricing of the
electrodes.

2) Objectives of the report
The main objective of the report is to study the work experience done during my
internship period. To achieve the main objective, there are some specific ones
mentioned below.
Specific objectives
1) To understand the sales personnel field visit movement performance.
2) To analyze after sales service and customer’s feedback through SMS
Recharge campaign.
3) To understand the marketing mix of BSRM Electrodes.
3) Scope of the report
The main scope of the report is to study the routine works given by my supervisor
which includes, creating a report on sales visit movement, collecting data for SMS
Recharge campaign to know about the after sales service & to know about the
pricing of electrodes.
4) Limitations of the report
It is part of a lengthy and complicated customer survey and so it is common that
there were some difficulties while collecting the data. Some limitations include:
 The data collected from the customer survey does not provide the exact
information of the competitors’ products.
 Improper data collection due to unidentified location and irregular reporting
by sales personnel. Also improper price collection due to information
asymmetry among dealers & traders.

5) Methodology of the Report
The methodology of the report refers to the way that information has
been sourced here. I have collected information through two ways which
are primary and secondary sources.
 Primary Sources:
- SMS Recharge Data
- Data from field work on dealer & trader
 Secondary Sources:
- Phone Calls
For the region wise comparison of Sales Visit performance, I have taken an
average value of each content.
6) Literature Review
This is a new kind of business segment in Bangladesh, especially for low carbon
galvanized products and welding electrodes. However, there are recognized
brands/manufacturers of welding electrodes in Bangladesh like Linde, Navana,
Jamuna, Fresh, RFL, S. Alam, ACL Arc etc. Although, the main point of my
market survey was to find out the customer’s satisfaction level and the repeat
buying chance, but in the process, I have also gathered other valuable information
such as the problems they are facing while welding BSRM rods and the brand
names of the electrodes they used previously.
Talking about the sales personnel, I have tracked and reported of 39 sales personnel
with the help of each employee’s office contact number. This is a unique report that

has been not been done in BSRM Wires. There are no previous records to collect
upon. Maximum data was collected through primary sources.
7) FINDINGS & ANALYSIS
 SALES VISIT MOVEMENT- REGION WISE COMPARISON
To understand the sales visit movement performance, we have to analyze the sales
visit data from Whatsapp Business. These data are then converted to an excel
sheet, to create a summary report. The visit movement data that I have collected
was from May 28 till Aug 23, 2023. However, I am going to show the reference
data of 1 month period, i.e, from July 1st
to July 31st
2023. The six contents of data
collection are:
 At what day and time did the salesperson visit the organization?
 What was the organization’s name?
 What was the movement type? This can include whether the organization
was corporate/dealer/trader/workshop/government.
 What was the organization’s name and the location that was visited?
 Contact number of the visited organization or the welder.
 How many times did the salesperson visit the same organization?
The sample format is provided below:

Annexure: physical movement observation, however these are observed from whatsapp business.
Analyzing sales visit data is a crucial part of tracking the sales personnel in order
to effectively improve sales team performance. Number of working days from 1st
July to 31st
July 2023 is 24 days where 6 days of weekend holidays is not counted.
Here I am considering the population as 16 sales personnel out of 39 at a total of 5
regions. So to understand sales visit performance, I have analyzed through creating
a report summary. Before going to the analysis, we need to understand that each
salesman is assigned to visit 4 types of target customer.
a) Dealer/Trader b) Workshop c) Corporate d) Others/Government office
Here is a summary sample where the data is mentioned.
Annexure 2: sales visit movement report summary

 Report not sent
Report not sent refers to overall salesmen who did not report their sales visit
progress timely. We are going to compare 5 regions based on average value. The
lesser the average value, the better punctuality of that region.
Avg. Report not sent=Total Report not sent∈days÷Total Salesmen
REGION Dhaka1 Chattogram Sylhet Rongpu
r
Rajshahi
Total Report not sent
(days) in August
36 26 19 40 43
Total Salesmen 5 5 3 4 4
Avg. Report not sent 7.2 5.2 6.3 10 10.7
Dhaka 1 Chattogram Sylhet Rongpur Rajshahi
0
2
4
6
8
10
12
Report not sent
Report not sent
As you can see at the graph, the Rongpur team has had a better punctuality
compared to other regions, with an average of 0.25. The least performer goes to
Rajshahi region with an average of 7.5.

 Visit per executive
This refers to how many times did each executive salesman visit a workshop or
any other customer type in a region.
Visit per exec=TeamtotalVisit ÷Total Salesmen
r
Rajshahi
Team total visit on
August 2023
399 394 358 306 129
Visit per executive 80 79 119 77 32
Dhaka1 Chattogram Sylhet Rongpur Rajshahi
0
20
40
60
80
100
120
140
Visit per executive
Visit per executive
As you can see at the graph, Rongpur team has the highest number of visit per
executive with a value of 123. Wheareas, Rajshahi team had the least number,
which shows their irregularity in visiting organizations/customers.

 Relative Office Stay
Here I am going to calculate relative office days in regionwise. This shows how
many times did the salesman per region stay in the office against the total number
of visits. The more relative value of office stays, the lesser field work.
RelativeOffice Stay=(Total OfficeStays ÷TeamTotal Visit)×Total Salesman
r
Rajshahi
Total Office Stays(times) 32 14 7 12 10
Team Total Visit 399 394 358 306 129
Relative Office
Stay(times)
0.40 0.17 0.05 0.15 0.31
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Relative Office Stay
Relative Office Stay
As you can see at the graph, the relative value of Rajshahi team is more, i,e, 0.16,
which means an average salesman in Rajshahi spends 0.16 times in office against
the total visits. Whereas, an average salesman in Sylhet spends less time in office,
which is at 0.06 times against the total visits.

 Workshop visit
This refers to how many workshops did a salesman visit at an average per region
wise.
Avg.workshop visit=Total workshopvisit ∈aregion÷Total Salesmen
r
Rajshahi
Total WS visit in a region 156 62 155 143 24
Average WS visit 31 12 52 36 6
0
10
20
30
40
50
60
Average Workshop Visit
Avg.Workshop Visits
The bar graph shows that, the Rongpur team targeted most on workshops, at an
average visit of 67 and the least no.of workshops, that has been visited, is at
Rajshahi, with an average of just 3.

 Dealers/Traders visit
This refers to how many dealer/trader did a salesman visit at an average per
region wise.
Avg.dealer/traders visit=Totaldeler/trader visit∈aregion÷Total Salesmen
r
Rajshahi
Total D/T visit in a region 226 310 195 147 99
Average D/T visit 45 62 65 37 25
0
10
20
30
40
50
60
Average Dealer/Trader Visit
Avg Dealer/Trader Visits
As you can see at the bar graph, almost 4 Team regions has targeted almost
equally on Dealer/Trader visits, however, Rajshahi team had the lowest average
on visiting dealers/traders.

 Corporate visits
This refers to how many corporate did a salesman visit at an average per region
wise.
Avg.corporate visits=Total corporate visit∈aregion÷Total Salesmen
r
Rajshahi
Total corporate visit in a
region
17 21 8 15 6
Average corporate visit 3 4 3 4 2
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Average corporate visit
Avg Corporate visits
As you can see, Rongpur team has had the highest no.of corporate visits per
executive, which is 3 per executive. However, the least visits belongs to team
Rajshahi.
 Government Offices/Others Visit

This refers to how many Govt Offices/Others, did a salesman visit at an average
per region wise.
Avg.Govt Offices/Others visit=
TotalGovt∨Others visit
Total Salesmen
r
Rajshahi
Total Govt or Others visit
in a region
0 1 0 1 0
Average visits 0 0.2 0 0.25 0
0
0.05
0.1
0.15
0.2
0.25
0.3
Average Govt/Others visit
Avg Govt/Others visit
As you can see at the bar graph, two region teams failed to visit to any government
offices, whereas, Team Chattogram has had a fair amount of Govt visits per
executive with a value of 4.2.

 MARKET ANALYSIS FROM SMS RECHARGE
CAMPAIGN
SMS recharge campaign is initiated for “after service” customer survey, to have an
information about the usability of Jetbond/Electrode product and to know the
customer’s feedback based on it and solve the issues by sending a team. I have
focused mainly on the repeat buying chance of customers, satisfaction level, brand
name of previous electrodes and the problems faced by customers while using
BSRM Electrodes.
I have called around 380 customers from June 19th
to July 19th
, 2023, where I have
successfully connected with 354 customers. This shows the success rate is high
considering the no of calls being answered. The remaining 7% includes not
connected and non target group. Non Target involves connecting with non target
customer such as any family member, which is not considered here.
The questions that I have asked to understand the feedback is given below in an
excel format.
Annexure 3: Customer survey (SMS recharge campaign)

In order to be more specific for the research purpose, I have filtered few questions
for analysis.
 For welding purpose, which welding rod brand, have you been using
currently?
 How was the experience on using the BSRM Jetbond/E6013?
 Did you use any other brand before BSRM Jetbond?
 Current Welding Rod Usage
Linde; 7.08% ACL; 1; 0.29% Navana; 3; 0.88%
Global; 1; 0.29%
Padma; 1; 0.29%
S ALAM; 3; 0.88%
RFL; 1; 0.29%
Jetbond; 305; 89.97%
Current Welding Rod Usage
Linde
ACL
Navana
Fresh
Global
Jamuna
Padma
S ALAM
Meghna
RFL
Jetbond
As you can see at the pie chart, the customers that includes owners/workshops,
dealers, traders and welders currently uses BSRM Jetbond/E6013, as their product
for welding purpose. However, we have seen Linde also to be used as their current
product which includes variety such as Bolarc, Ferrospeed, LBL & Vortic. Around
24 customers uses it, making Linde the ultimate competitor of BSRM Electrode.
The remaining 3% belongs to other competitors, such as ACL, Navana, Fresh,
Global, Jamuna, Padma, S ALAM, Meghna & RFL.

 Previously Used Welding Rod
141; 46.23%
23; 7.54%
22; 7.21%
Global; 3; 0.98%
Jamuna; 4; 1.31%
Padma; 5; 1.64%
S ALAM; 5; 1.64%
Meghna; 2; 0.66%
RFL; 3; 0.98%
97; 31.80%
Previously Used Welding Rod
Linde
ACL
Navana
Global
Jamuna
Padma
S ALAM
Meghna
RFL
Jetbond
As you can see at the pie chart, around 46% of the customers used Linde for
welding purpose. 7% comes from ACL & Navana. However, 32% of the customers
previously used Jetbond as well. The remaining 8% comprises of other brands.

 Comparison of Usage from previous to current position
I have taken a percentage change among top 5 brands, which includes, Linde,
ACL, Navana, S ALAM & BSRM Jetbond, to compare the usage among the
customers from previous to current position.
Percentagechange=
Currentno.of usage−Previousno.of usage
Previousno.of usage
×100%
Brand name Linde ACL Navana S ALAM Jetbond
Current 24 1 3 3 305
Previous 141 23 22 5 97
% change -83% -95% -86% -40% 214%
Linde ACL Navana S ALAM BSRM Jetbond
-150%
-100%
-50%
0%
50%
100%
150%
200%
250%
% change in usage
%
Change
As you can see at the graph, the brand switching power belongs to BSRM Jetbond,
where 214% of the customers increases their dependability from other brands to
BSRM Jetbond. This also shows that the repeat buying chance is higher with
BSRM Jetbond compared to other brands.

 User Experience
Satisfaction Level
Good Average Bad
274
5 11
Satisfaction Level
Satisfaction Level
As you can see at the bar graph, 94% of the customers had a good satisfaction level
over the usage of BSRM Jetbond, where 2% were averagely satisfied and the
remaining 4% of the customers had a bad experience on usage.
This information paints a clear picture of the effectiveness of the BSRM welding
electrodes. Customers' levels of contentment merely demonstrate that the
electrodes are headed in the right direction, while their levels of dissatisfaction
indicate areas for development.
Minor Problems Faced:

Smoke issue Spatter issue Redness issue
8
5
3
Minor Problems
Minor Problems
The complaints are sent to the technical team to make the product much better.
Smoke issue – This refers to excessive smoke release during welding process. This
can cause breathing problems if used inappropriately.
Spatter issue – Weld spatter is formed from droplets of molten metal or non-
metallic material that can be produced during a welding process. The drops of hot
material can spray or splash from the weld and hit the workbench, floor, base
material or other surrounding area
Redness issue – This occurs when the rod accumulates excessive heat, making the
rod turn red even after finishing the process. This can create skin burn, if not used
carefully.
As you can see at the bar graph, around 50% of the customers had complained
smoke issue while welding, 30% of the customers had faced spatter issue and the
remaining 20% of the customers complained the rod becoming red at excess.

 MARKETING MIX
Marketing mix is a business fundamental concept that was formerly built on
product, pricing, place, and promotion, commonly known as the 4P's. The
Marketing mix has been defined as the collection of marketing techniques
used by a company to achieve its marketing objectives in the target market.
As part of a comprehensive marketing plan, the marketing mix contains
many areas of concentration. The marketing mix is the collection of actions
or methods used by a firm to promote its brand or product in the market.
When releasing new products or changing current ones, organizations can
make more strategic decisions by focusing on the marketing mix.
 PRODUCT
Welding Electrode:
Finished Product Grade Size Finished
Product
Size
Stick Electrode
E6012 2.5mm
3.2mm
4mm
CO2
Welding
Wire
0.8mm
E6013 2.5mm
3.2mm
4mm
1mm
E7018 2.5mm
3.2mm
4mm
1.2mm
1.6mm

Stick Electrode
Stick Electrodes are consumable, meaning they become part of the welding
process. Electrode selection is critical to ease of cleanup, weld strength, bead
quality, and minimizing any spatter. In BSRM there are 4 types of stick electrodes
for welding consumables. We have Jetbond, Masterbond, Aquastar, Ultraweld.
Each of the stick electrodes serves a purpose and is used for different welding
purposes. Jetbond is the perfect electrode for site fabrication. Masterbond is
generally used for lightweight steel welding. Aquastar can be used in regular
construction work.
MIG/ MAG Welding Wire (CO2):
Flux and filler metals together are known as welding consumables. In welding,
using the correct consumable, or filler material, ensures a strong bond between two
metals. We ensure quality work with premium welding consumables. In BSRM, we
have Magweld welding consumables. Magweld is the best choice for pre-
engineering building, automotive industry, cycle industry, furniture, shipbuilding,
LPG cylinder manufacturing and many other kinds of welding work. Magweld is
certified for high-performance and low-cost welding.

Low Carbon Wire Products:
Finished Product Size
Barbed Wire
Chain Linked Fence
Razor Wire
Gabions
PVC Coated Wire
1.626mm
2mm
2.64mm
2.5mm
2.5mm
1.626mm
Barbed Wire:
Barbed Wire is a type of GI Wire fencing solution at a very competitive cost to
protect property. It is manufactured with sharp edges or points at regular intervals
along the stand. Barbed wire requires only fencing posts to do the fencing at the
cheapest cost. It is simple to construct, quick to erect and easy to install by a semi-
skilled person. It also provides

Chain Link Fence:
Chain link fence is a type of woven fence usually made from galvanized or PVC
coated steel wires. The wires run vertically and are run into a zigzag pattern so that
each zig hooks with the wires immediately on one side and each zag with the wire
immediately on the other. This forms the characteristic diamond pattern in this
fence.
It is an easy and cheap alternative for barrier and protection. It is relatively low
cost and low maintenance cost. The installation of a chain-link fence involves
setting posts into the ground and attaching the fence to them.
Razor Wire:
Concertina wire is a type of clipped spiral razor wire produced from galvanized
steel wires with BTO-22 type razor blade, manufactured in circular coils which can
be expanded like an accordion, characterizing it as an element of passive safety.
Razor wire is used in many high-security applications because, although it can be
circumvented relatively quickly by humans with tools, penetrating a razor-wire
barrier without tools is very slow and difficult, giving security forces more time to
respond. Concertina wires have many circles. Tie every two adjacent circles by
clips & a spiral razor wire is created. Circles of spiral razor wires cross each other
leaving no space for a person or middle.

Gabions:
Secure Gabion mesh is a hexagonal woven wire mesh or welded wire cage or box,
filled with materials such as rocks, stones, concrete, and sometimes sand. Gabion
is a partially flexible block construction used for slope stability & erosion
protection. Various types of gabions are constructed & used in different
engineering constructions.
PVC Coated Wire:
PVC coated wire is made with coating onto galvanized or black wires. The
galvanized wire protects the steel from corrosion and rust, and PVC coating
provides durability. It provides added protection for use in aggressive
environments such as acidic soils, water, salt-water. Most popular as it’s related to
low cost, resilient, fire retardant and possess good insulating properties. It provides
excellent corrosion resistance and anti-aging properties with much longer service
life compared to common GI Wires. BSRM uses Virgin quality PVC.

ACSR Core Wire:
ACSR Core Wire is a steel core wire which can be either single or stranded and is
used to reinforce stranded Aluminum Conductors used in the transmission and
distribution of power.
Standard Specification:
ACSR Core Wires Aluminium Conductor Steel Reinforced) are of the highest
quality, conforming to ASTM B 498/B 498M-19 for Single ACSR Core Wire &
ASTM B500/B500M- 12 for Stranded ACSR Core Wire (Reapproved 2018).
Specifications of BSRM ACSR Core Wires:
Sizes of wires: Single Wires – 1.56, 1.68, 2.38, 2.68, 3.09,
3.15, 3.35, 3.37, 3.47, 4.77 mm
Strands – 7 X 1.57, 7 X 2.675, 7 X 3.09

LRPC Wires:
Low Relaxation Pre-Stressed Concrete Steel Wires & Strands conform to Global
Standards like ASTM A416/ A416M, ASTM A421, JIS 3536, BS 5896, IS 14268,
etc. LRPC Strands are utilized in the construction of pre-stressed concrete girders
for roads, rivers, and railway bridges, in PT Slabs of High-rise buildings, flyovers,
slabs, domes, silos, and hangers. LRPC Wires are used in railway sleepers, PC
poles for power transmission & distribution, PC piles for massive foundation
works, etc.
Specifications of Combined LRPC WIRE & Strand Line:
LRPC Strand: 9.53, 12.70 and 15.2 mm (7 ply)
LRPC Wire dia: 6, 7, 8 and 9mm
BSRM Wires uses the latest State of the Art technology, maintaining global
standards in manufacturing for LRPC wires, introduced for the first time in
Bangladesh.
1. Anti-rust oil coating
2. Descaling, electro pickling, phosphating & lime coating of wire rods
3. Controlled heating & cooling with tensioning of wire rods

 PRICING MECHANISM
Linde Bangladesh BSRM Wires
PRODUCT QUANTITY PRICE PRODUCT QUANTITY PRICE
Ferrospeed 5 1065 Masterbond 5 980
LBL 5 950 Jetbond 5 950
Vortic
Marine
4 1200tk Aquastar 4 1050tk
As you can see at the table, Linde Bangladesh charge higher price than BSRM
Wires. BSRM wires follows the cost plus pricing. BSRM Wires consider the
following factors in cost Based pricing.
1. Cost of raw materials
2. Customs Cost of releasing raw materials
3. Production cost
4. Cost of Machine maintenance.
5. Cost of Power
6. Accidental issues
Price Skimming Strategy - BSRM wires set high price and slowly drip over time.
BSRM wires sometimes provide discount procedure.
• Dealer/Trader get discount
• Corporate customer get discount

 PLACE/DISTRIBUTION
BSRM Wires focuses on two channel of distribution
1. B2B such as maintenance corporate/maintanenceworkshop, who buys
ton wise for welding purpose. For eg, Petrofac, P2P, GPH Ispat, Sanmar
etc.
2. B2C such as retailer/trader/dealer, who buys as a bulk from BSRM
Wires for selling the goods directly to customer.
BSRM WIRES PRODUCTS
B2C
Retailer, Trader &
Dealer
B2B
Corporate,
Workshop &
Contractor

 PROMOTION
They focus on two ways of promoting their products
a) Advertising b) Sales Promotion
a) Advertising
 Broadcast media: To my knowledge, they broadcast in television and street
advertising through video telecast at many places like GEC Moore in
Chittagong.
 Network Media: They make telephone calls daily for customer care.
 Electronic Media: BSRM wires have corporate website(bsrmwires.com)
 Display Media: Billboards, banner and dangler.
 Recharge campaign: They arrange recharge Campaign (ওসসদদরউপহসর) .
b) Sales Promotion
 Discount: They provide discount to dealer & trader, if they buy more than
4ton as a bulk. They provide credit sales for 21-30days in general.
 Provide incentives such as gifts which include Punjabis, hot flasks,
umbrellas, t-shirts & sim-cards with limited free recharge.
 For boosting sales revenue, they give commission to a real estate
company like P2P, Sanmar, Max & Concord, for using their product on
construction purpose.
 They arrange a workshop program for the dealers & traders, where they
explain the BSRM Wires products to them and gives them free trip to the
Mirasharai plant and lunch.

CRITICALANALYSIS
At the first analysis of sales visit movement performance, Rajshahi team had poor
performance of their work, in terms of report not sent, visit per executive,
workshop visits, dealer/trader visits and corporate visits. However, Rongpur team
had better punctuality in terms of sales visit reporting. Sylhet team, had more no.of
visits in workshop. Rongpur team & Chattogram team focused on corporate visits
for their sales target. Talking about, the market analysis of BSRM Jetbond, there is
high repeat buying chances on this product, because of their reasonable price and
better distribution of goods. The quality of BSRM electrodes is slightly similar to
Linde products, however, BSRM Wires has been focusing on low smoke and low
spatter, to create a USP. We can see through the analysis, that even thoug h there is
minor problems in the BSRM Jetbond, the satisfaction level of the customers is at
94 % between the period of June and July, 2023. Through Marketing Mix, we now
understand, that BSRM Wires provides a variety of Electrodes starting from
Jetbond to LRPC products. The prices set at BSRM Wires product is overall
cheaper than Linde Products. BSRM Wires is known for its reasonable price but
with high quality assurance.

SWOT ANALYSIS
Strength, Weakness, Opportunities and Threats are identified from the data and
then the plan is set accordingly. As the data is collected through surveying the
competitors, it is not very difficult to understand the competitor’s tactics. So
different strategies can be implemented to beat the competitors.
THREATS
✓ New competitor like AKS, S ALAM, Linde
✓ Economic crisis
✓ Growing competition
✓ Power crisis
OPPORTUNITIES
✓ Market dominance
✓ Organizational goal
✓ Increased demand for the product.
WEAKNESSES
 High interest rates decline profit.
 Power crisis
 Not much product diversification
STRENGTHS
✓ BSRM is Market leader in steel sector.
✓ Great Competitive skill.
✓ Reliability
✓ Strong employee bonding and belonginess.
✓ Modern equipment and technology
✓ Strong Marketing lineup with new product
BSRM Electrodes.

RECOMMENDATIONS
This report is a part of a continuous survey for some specific products like
“Jetbond”and daily sales visit movement report among 5 regions. The visit
movement data that I have collected was from May 28 till Aug 23, 2023. However,
I have showed the reference data of 1 month period, i.e, from August 1 to August
23rd
2023, for smooth analysis. The market survey from customer calling was
collected from June 19th
to July 19th
, 2023.
After doing the analysis on three objectives, we can recommend,
 There should be an increase in personnel in each region and should ensure
that each reporting in whatsapp business should be regular, especially in
Rajshahi region. Their performance has been low in the month of July 2023.
People should be hired district wise, as this will help them to interact more
in their local dialects with the respective clients. Therefore, more interaction
means more data which will be more accurate altogether.
 From the customer survey, the solution to three common welding problems
a) Spatter: Reduce the welding current and arc length, increase the torch-
to-plate angle, double check the polarity & shielding gas type and always
keep the gas nozzle clean.
b) Smoke issue: Ensure that the welding area has adequate ventilation that
can help remove smoke and fumes. Conduct regular health checkups for
welders every 2 weeks. This safety must be addressed when training a
welder.
c) Redness issue: Encourage welders to take regular breaks to allow their
skin to cool down if redness or discomfort occurs. Install welding
curtains or screens around the work area to protect from sparks.
 According to my findings, most of region team focuses mostly on dealer and
trader, but my advice would be focusing hugely on workshops in rural areas,
where welding is not common.
 BSRM Wires providing a great variety of products is a positive factor,
however, they must focus on creating a new distribution channel such as

focusing on schools or universities where, there could a significant demand
over the gates and buses.
CONCLUSION
It was good experience on learning various tasks assigned by the supervisor,
starting from creating sales visit movement report to customer calling for survey
purpose. I have gained valuable information as well as knowledge on electrode
products, its usage and demand. The tracking of sales personnel was a vital task to
report, as the whole sales performance depends on this. The delivery system of
BSRM Wires is so far, a top notch, considering the amount of packages that has to
be delivered all 7 regions in Bangladesh. So far, the corporate environment was
good and my colleagues were keen to train me at various ways.

REFERENCES
1. BSRM Website (www.bsrm.com)
2. BSRM Wires’ Website (www.bsrmwires.com)

Market Data Analysis, Monitoring of Sales & MarketingMix of BSRM Wires.pdf

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