EVALUATION OF THE PAPER INDUSTRY AND ITS MARKETING PRACTICES: A CASE STUDY ON BASHUNDHARA PAPER MILLS PLC

Abstract

Marketing strategy is a comprehensive and long-term plan that explains how a business will achieve its marketing goals and objectives. The main objective of the report is to evaluate the marketing strategies of Bashundhara Paper Mills PLC, which is the leading player in the paper and hygiene FMCG sector in Bangladesh. Bashundhara Paper Mills PLC has established itself as a dominant key player in the local competitive market. The report also mentions the strengths of the organization's products and wide customer base. The research design is descriptive in character. Data were obtained from secondary sources and practical observations during the internship. Bashundhara Paper Mills PLC has effective segmentation, targeting, and positioning. Their products are used for both the consumer market and the business market. It provides competitive pricing with cost-based and tiered pricing techniques. Its product portfolio is broad and aimed at different hygiene and lifestyle needs. The promotion mix is high on both the ATL and BTL criteria, namely TVCs, OVCs, social media, and extensive retail display. The key findings of the report entail the rollout of more user-friendly niche products, enhanced rural infiltration in personal care products, enhanced data with electronic integration, more family value bundles, and maintaining the prevailing pricing strategies. This report focuses on the marketing strategies of Bashundhara Paper Mills PLC, as it illustrates its ability to effectively integrate product quality, pricing, positioning, and impactful marketing promotions that make it an outstanding force in the paper and hygiene market of Bangladesh.