Internship Report

“An Analysis of Marketing Activities of PAPERTECH Industries

Limited”

Supervised By
Farhana Noor
Assistant
Professor

Department of Business Admin istratio

n Faculty of Business & Entrep
reneurship Daffodil International
University Prepared By

Muhammad Nayim Pervez

ID: 151-11-4378

BBA Pro gram

Major in Marketing Department of
Business Admin istratio n Faculty of
Business &Entrep reneur Daffodil
International University
i
[Type here]

An Analysis of Marketing Activities of

PAPERTECH Industries Limited
[Type here]

Letter of Transmi ttal

Date:
Farhana Noor

Assistant
Professor

Department of Business Admin istratio

n Faculty of Business &
Entrepreneurship Daffodil
International University

Subject: S ubmission of internship

report

Respected Madam,

I would like to thank you for the guidance and support you have given me during the
course of the report. This report would have been impossible to complete without your
support. I also confess the support gave Farhana Noor madam Daffodil International
University many more several persons, for supporting me supervision during my
internship in the organization.

To prepare the report I collected what I trust to be most relevant knowledge to make
my internship report as analytical and unfailing as possible. I have passionate my best
effort to gain the objectives of the report and hope that my effort will serve the purpose.
The practical knowledge and experience gathered during internship report readiness
will immeasurably help in my future working life. I request you excuse me for any
unknowingly mistake that may occur in the report despite of my b est effort.

I would really admire it you enlighten me with your thoughts and views regarding the
internship report. Also, if you want to inquire about an aspect of my report, I would
happily answer your queries.

Thank you again for your help and

patience. Your S incerely,

Muhammad Nayim
Pervez
ID: 151-11-4378
3
[Type here]

BBA Program

4
[Type here]

Letter of Approval

This is to certify that Muhammad Nayim Pervez, ID- 151-11-4378, BBA Program, Major
in Marketing is a regular student of Department of Business Admin istratio n,
Faculty of Business and Economics at Daffodil International University. He has
successfully completed her internship program in An Analysis of Marketing Activities of
PAP ERTECH Industries Limited, P lot # 01, Road # 05, Block J, Baridhara, Dhaka 1212,
Bangladesh, 05 Naya Nagar Rd, Dhaka 1212 and has made this internship report under my
direct supervision. Muhammad Nayim Pervez assigned internship topic is “An Analysis
of Marketing Activities of PAPERTEC H Industries Limited”. I think that the report is a
worthy o f fulfilling the partial requirements of BBA Program.

I wish him happiness and every success in

life.

………………………………

Farhana Noor

Assistant
Professor

Department of Business Admin istratio

n Faculty of Business &

Entrepreneurship Daffodil

International University

5
[Type here]

Acknowledgement

It’s tough for me to thank all of those excellent people who have contributed something
of them to this report. There are of course some important people who can’t go without
mention.

At first I express my gratitude and thanks to my respected supervisor, Farhana Noor

Madam for his continuous guidance, important advice, helping and suggestion during the
preparation of the internship report. Him for sparing her important time to read the report.

Then, I exp ress my sincere gratitude to MD. Kamruzzaman (GM- Sales) and Taufiq ul
Islam (Senior Manager- Sales) in Papertech Industries Limited for their assistance,
constant supervision and constructive suggestions. Without their help this report is not
comp leted. I have bothered them so many times in connection with my work, both during
and after normal working hours.

Finally, I am grateful to all the cooperative staffs of the Sales & Marketing Department
of
Papertech Industry
Limited.

……………………………………………………

Muhammad Nayim Pervez

ID- 151-11-4378

BBA Program

Major in Marketing
5
[Type here]

Faculty of Business
Entrepreneur

Daffodil Internship
University

6
[Type here]

Executive Summery

Being one of the paper company Papertech Industries Limited. Enters in the business
fields with an objective to gradually become the top company in Banglad esh.

This report covers about analysis, marketing department of Papertech Industries

Limited. First part of this report is about the company. On the second part is the
details of “An analysis of marketing Activities of Papertech Industries Limited”

Marketing department playssignificant roles give provide different services for the
clients. With the globalization, international trade has become competitive. To ensure
this purpose Papertech Industries Limited sends SWOT to the paper co mpany.

Problems identified in Marketing Department are lack of information, website not

much enough develops, promotional activities. By knowing these, it may be possible to
develop the conditions of Papertech Industries Limited.

7
[Type here]

Table of Contents
1................................................................................................................................................. . 1
Introduction ............................................................................................................................. 1
1.1 Introduction............................................................................................................... 2
1.2 Background of the Report:.......................................................................................... 2
1.3 Objective of the study: ..................................................................................................... 3
1.4 Methodology................................................................................................................... 3
1.5 Scopes of the study.......................................................................................................... 4
1.6 Limitations of the study.................................................................................................... 4
2................................................................................................................................................. . 5
Company Profile ....................................................................................................................... 5
2.1 Background of the Papertech Industry Limited .................................................................. 6
2.2 Mission ........................................................................................................................... 7
2.3 Band Name & Tagline....................................................................................................... 7
2.4 Organization structure ..................................................................................................... 8
2.5 Products and Various Functional Departments .................................................................. 9
2.6 Department of Papertech Industries Limited ...................................................................
10
2.7 Papertech Industries Limited Distribution Channel...........................................................
11
2.8 Papertech Industries Limited Competitive Conditions in Marketplace ...............................
14
3............................................................................................................................................... . 18
Marketing Mix ........................................................................................................................ 18
3.1 Marketing Mix ............................................................................................................... 19
3.2 Internal Marketing:........................................................................................................ 23
3.2 STP Marketing ............................................................................................................... 25
3.3 Positioning .................................................................................................................... 29
3.4 Marketing Mix (4Ps) of Papertech Industries Limited .......................................................
30
3.5 Price of Papertech Industries Limited ..............................................................................
32
3.6 Place ............................................................................................................................. 32

vii
[Type here]

3.7 Promotion: .................................................................................................................... 33

4............................................................................................................................................... . 35
SWOT Analysis........................................................................................................................ 35

vii
[Type here]

4.1 Strength of Papertech Industries Limited ................................................................... 36

4.2 Weakness of Papertech Industries Limited................................................................. 36
4.3 Opportunities of Papertech Industries Limited................................................................. 36
4.4 Threats of Papertech Industries Limited .......................................................................... 37
4............................................................................................................................................... . 38
Finding................................................................................................................................... 38
Finding ............................................................................................................................... 39
6............................................................................................................................................... . 40
Recommendation and Conclusion............................................................................................ 40
Recommendation................................................................................................................ 41
Conclusion .......................................................................................................................... 42
Reference............................................................................................................................... 44
Publish Article: .................................................................................................................... 44
Website: ............................................................................................................................. 44

viii
[Type here]

Introducti
on

1|P age
[Type here]

1.1 Introduction

Bangladesh is positioned in such a unique function that it can carry the revolution in its
paper region. Paper is one of the most attractive and growing industries having lots of
potential. Bangladesh paper industry is now heading toward self-sufficiency in
meeting the local demand. One of the top manufactures of the paper industry is the
Papertech Industries Limited. The Papertech Industries Limited has been serving the
prople of this country through best quality paper. Papertech paper is now one of the best
paper company in Bangladesh. It has got the top position in the paper sector in
Bangladesh. For every paper company, product marketing activites is very important.
Papetech Industries Ltd always try to do their marketing activities because to make a
profit. The Papertech Industries Limited always focus on this issue. Measure of
marketing mix. Evaluation of analysis of marketing activities.

1.2 Background of the

Report:

The internship program is another and important part of Bachelor of Business

Administration (BBA). As a learner it is perfect associated with theory and practice. This
program makes a unique opportunity for the students to learn and take theoretical
knowledge and practice the real world business experience. During the program,
students can also understand existing business condition and having opportunities to
solve the company errors using various analytical tools.

To fulfill this requirement I did as an intern in Papertech Industries Limited for three mo
nths. I was appointed as an internship trainee in the head office of Papertech Industries
Ltd after facing the viva-voce.

I have tried to find out the marketing mix (product, price, promotion and p lace) of
Papertech Industries Ltd in Bangladesh,which is assigned by my supervisor in the
department. I have to try my level best to prepare this report.

2|P age
[Type here]

1.3 Objective of the

study:

Broad objective is “An analysis of ma rketing Activ ities of Papertech Industries

Limited.”

Specific objectives of the report given unde r

below:-

1. To identify the marketing mix of Papertech Industries Ltd.

2. To analyze the marketing activities of Papertech Industries Ltd.
3. To find out some problems of marketing activities Papertech Industries Limited.
4. To give some recommendations to overcome those errors.

1.4Methodology

Information has been collected from the prospectus and annual report of Papertech
Industry Limited and my daily notebook which is written and learn during the
internship program. And also informatio n collected from different books and websites.

Information collection for the work basically gets on the primary data along with
secondary data sources as much as possible. This theoretical part I made the people
working in Papertech Industry Limited and especially who work in the sales and
distributio n and research department were consulted. Primary data were co llected
thro ugh survey and interviews the customer and employee as required.

For secondary information I searched and researched relevant data and stats the
company’s information section. Also, I looked into published about this organization data
source.

3|P age
[Type here]

1.5Scopes of the study

This report all part cover up fully sales & marketing department of Papertech
Industry Limited and also includes other departments. I try to give information and
discuss about the organization’s benefits and problems.

1.6Limitations of the
study

Although I received co-operation from the concerned officials, Organization’s employee

they were not always able to give me enough time, as they were busy with their
organization works. The most important issue in report writing is time. As I have been
given a particular deadline for submission, analysis and learning all the function of
costing and budgeting within three months was really tough. Besides, when I made the
internship report I need all the comments made, conclusions reached and suggestions for
possible development gave are fully accurate based on my level of understanding, level of
knowledge and my way of, set out a specific story. Because of the shortage of the
informatio n. That’s why I have to do some cheek that may cause few oversights or
own fault in the report. In spite of all these limitations, I have given my full effort as
far as I could.

4|P age
[Type here]

Company
Profile

5|P age
[Type here]

2.1 Background of the Papertech Industry

Limited

KAI Aluminum will continue to make quality products by satisfying retailers and
fabricators. Wholesalers do increase sales and volume of production to increase the
market share. KAI Project Management Services Ltd. is committed to bring innovation in
building facade technology to maximize the value of the build ing to the owners/
architects by provid ing expertise in design, engineering, water leakage and sound
proofing system according to the Bangladesh National Building Code and AAMA. KAI
distributions will continue to search for top quality build ing materials such as tiles,
sanitary, building hardware, metal ceiling, aluminum composite panel and sealant
product to satisfy its retailer and wholesaler. KAI
Roof Tile Company will meet the top roofing solution for the future
industrialization.

Kai Group concern:

 KAI BANGLADES H ALUMINIUM LTD. ]
 ALTECH ALUMINIUM LTD.
 STEELTECH INDUS TRIES LTD.
 PAPERTEC H INDUSTRIES LTD.

Papertech Industries Limited:

Papertech Industries Ltd. uses virgin pulp from P E F C (P rogram for the Endorsement
of
Forest Certificatio n) certified, sustainably managed forests and controlled
sources.

Our Papers are designed for perfection and manufactured in accordance with internatio
nal quality norms using best quality of raw materials and latest technolo gies under the
guidance of our skilled professionals. O ur raw materials those are used to manufacture
6|P age
[Type here]

the finished goods are sourced from certified and quality vendors of the industry in comp
liance with the set quality standards.

7|P age
[Type here]

Papers produced by Papertech Industries Ltd. are widely demanded all across the
country due to our not compromising on quality and reliability. Furthermore, the
entire range of papers is available in vario us specificatio ns & can also be custo mized.

2.2 Mission

i. Mission

“Produce best quality paper in Bangladesh”

2.3 Band Name & Tagline

Papertech Industries Limited

Tagline:

Print your Imaginatio n with Papertech!

8|P age
[Type here]

2.4 Organization structure

KAI Bangladesh Papertect Industries Limited

Corporate Structure

9|P age
[Type here]

2.5 Products and Various Functional Departments

• A4 65 GSM
• A4 70 GSM
Papertech
• A4 80 GSM
• A4 100 GSM
• Aluminiu m Door
• Aluminiu m Window
• Door window profiles
• Curtain Wall
KAI Alumin ium
• Sunlight Room
• Wooden Profiles
• Office Partition
• Factory Profiels
• Aluminiu m Door
• Aluminiu m Window
• Door Window Profiles
• Curtain Wall
• Wooden Profiles
• Office Partition
AltechAluminium
• Factory Profiles
• Invisible Design Alumin ium
• Sunlight Room
• Handrail
• Aluminiu m C lad Wood S lid ing
• Aluminiu m Frame Glass
• Round P ipe
• Square P ipe
Steeltech
• Rectangular P ipe
• Spiral P ipe

10 | P a g e
 • Half Round P ipe
• Design P ipe
• S.S Rod
• S.S Fla Bar
• S.S Angle Bar
• S.S Sheet

Partner of Papertech Industries Limited

2.6 Department of Papertech Industries Limited

Papertech Industries Limited run its business thro ugh extensive departmentalization.
And there are hire emp loyee for the specified effectiveness of the tasks. This
organization’s activities are directed, controlled and observatio n from the head office of
Papertech Industries Limited. Being a Leading paper company in the country, its
employees a good number of people in individual departments to keep its business
increasing. The major departments are coordinating the activities of Papertech Industries
Limited under given:

10 | P a g e
©Daffodil International
University
 1. Strategic Band Management Department
2. Internal Control P lanning & S upply C hain Department
3. Production Department
4. Sales & Distrib utio n Department
5. Store Department
6. MIS Department
7. Accounts and F inance Department
8. Human Resource Department

2.7Papertech Industries Limited Distribution Channel

Modern Tread

Decorated with highly activate and suitable sales and marketing team. We can proudly
say that 97% of modern trade coverage in Bangladesh. We ensure the most optimized
service rarity along witha perfect band promoting themto maximize the sales of the
brand in the
stores.

Distributio n Service Support

• Confirm prompt supplies of stocks after receiving of orders.

• Support of sales rank to regularly pursue outlets in order.
• We have a good reporting system for daily work appraisal.
• We are providing credit period to distributors for ensuring free flow of goods.
• Branding help to support to the product in forms of displays, billboards and
other promotio nal activities.

11 | P a g e
©Daffodil International
University
Other Non-Retail Cha
nnel

We have a unique connection with corporate. For now we are covering these units
much better from other company. C urrently we have about 400 corporate offices in
Dhak a city under our coverage.

Instituti on

Papertech Industries Limited one of the biggest paper company now a days we are
covering the school, college and university’s stationary shop. We give our service to
our corporate, dealers, retailers with many of the gifts. Now it also covers local and
international fairs in the city. We have fair management teams for attending in
force to sales and marketing, promotion and also branding under our umbrella.

12 | P a g e
©Daffodil International
University
Papertech Industries Limited at present their product in all Bangladesh. Majo rity of
them
Dhaka, Chottogram, Rajshahi, K hulna, Barishal,
Moymonshig.

Bangladesh at a glance

In Dhaka to wn, Papertech Industries Limited distributes their goods directly to retailers
in many different areas. Besides that, we have several distributors at different location
in the city. O ur distrib utors cover their own areas where they are not able to deliver
directly in their transports. For storing and selling their products in retailers store.

From Dhaka, they distribute their products all over in Bangladesh. Major area of distrib
ution is Narayanganj, Mymensingh, Gazipur, Comilla, Cottrogam, Narsinghdi, Barisal,
Faridpur, Joupurhat, Chandpur, Jossor, Satkhira, K hulna etc. In case of long distance
have delivery points.

13 | P a g e
©Daffodil International
University
2.8 Papertech Industries Limited Competitive Conditions in
Marketplace

2.8.1 Competitor Overview

Double A

In today’s market Double A are so stronger then Papertech Industries Ltd because
they import their materials foreign country but Papertech produce product fully own
materials. They promote their goods in lots of ways. That’s why they are comparably
market leader. Double A promote their product in billboard, newspaper and also social
media. They not only promote their product in the media also promoting many sports to
giving sponsorship, many cultural programs in school, college, university etc. They are
promoting product in media, sponsorship and also give some offer to the customer and
wholesaler. That’s why wholesaler also interested to sale their product. There is some
pro motional tool they use that given at
bellow.

 8% cash incentive on the monthly sell for the wholesaler.

 The highest seller gets the attractive price.
 Annual target seller gets promoted. But it depends on the company’s
marketing activities.
 Promotion on billboard, newspaper.
 Free product trialing on educatio nal institute.
 The last one is social media promotion. Now-a-days they focus on it.

Not only this, Papertech Industries Ltd promoting their products in so many different
ways. Due to some confidential think in organization, that’s way they can’t provide the
real data.

Partex A4

14 | P a g e
©Daffodil International
University
Today Partex A4 is close to the Papertech Industries Ltd. Papertech Industries Ltd better
than
Partex A4 but they are also promoting their product in a good way. Partex A4 is now a
days

15 | P a g e
©Daffodil International
University
market follower. They promote their product in a newspaper, billboard and also social med
ia. Sometimes their promotion in TV. They are also following Doub le A and Papertech
to give offerings to custo mers and wholesalers. They are some promotio nal activities that
have given at bellow…

 7.5% cash incentive to monthly sell for the sellers.

 Highest target seller gets gift by company.
 Promotion on billboard, newspaper.
 Free product trialing on educatio nal institute.
 The last one is social media promotion. Now-a-days they focus on it.

2.8.2 Company’s Market share

Though Papertech Industries Limited is regularly progress in paper industries. Now they
are in second position in Bangladesh. Here is the chart, there the company’s market
share is given
below…

16 | P a g e
©Daffodil International
University
2.8.3 National Sales

Papertech Industries Limited sell has impro ved with every year and the co mpany took
the competitor market too. The companies sell is day by day increasing because of the
band’s good well or image and the company’s smart marketing strategies. The
company’s sale is increasing day by day it is shown in a graphical chart and at the same
time competitors' sales also given with the company sells chart so it's easy to understand
sales also given with the
company sells chart so it was easy to identify the position of the co
mpany.

Sales
160

140

120

100

80

60

40

20

0
2016 2017

Duble A Papertech Paper One Patex Bashundara Sonali

In the chart the Papertech Industries Ltd and the others competitor’s company sell are
given and the companies sell for 2016 and 2017. The chart shows that Double A are a
leader, but Papertech Industries Ltd is very close. So this is only possible because of a
company’s image. And the fantastic marketing strategies of company. So the company’s
marketing work is early effective.

17 | P a g e
©Daffodil International
University
 An Analysis of Marketing Activities
of
Papertech Industries
Limited

18 | P a g e
©Daffodil International
University
 3

Marketing
Mix

19 | P a g e
©Daffodil International
University
3.1 Marketing Mix

Marketing mix is the set of governable, tactical marketing activities that the firm mix to
produce the response it wants in the target market. The marketing mix makes of
everything the organization can do to influence the demand for its products. The
organization can collect many possib ilities into four parts of variables knows as the
“4Ps” Product, Price, P lace and
Promotion.

Marketi ng Mi
x
Product Price Place Promotion
Quality List price Location areas Advertising
Variations Band Discounts Transportatio n Forces selling
image Packaging Payment system Distribution Public Relations
and Credit terms channels Coverage Sales Grow/
Labeling promotion

3.1.1 Product:

Product means goods and services who offer the target market. The product can
also combination of goods and services. The core product of the Papertech Industries
Limited “A4
65 GSM, A4 70 GSM, A4 80 GSM, A4 100 GS M”

Product

Name: A4 65

GSM

Papertech
|P age
A4 65 GSM has special own characteristics that ensure not only the best
20
©Daffodil International
University
photocopy
& printing performance, but also a following custo mization in any office equipment
with
100%guarantee.

21 | P a g e
©Daffodil International
University
Specification:
297×10mm
500 sheets

A4 70 GSM
Papertech A4 70 GS M is suitable for daily applicatio ns and you can trust it for a high
quality result. Its extraordinary white shade increases the similarity in printing and allows
the reproduction of bright colors.

20 | P a g e
©Daffodil International
University
Specification:
297×10mm
500 sheets

A4 80 GSM
Papertech A4 80 GSM ensures and guarantee high print quality. It is available in a
wide range of formats that ensure the best performance on a wide likeness of digital
machines.

Specification:
297×10mm
500 sheets

A4 100 GSM Gold

Papertech A4 100 GSM provides an excellent printing quality in 4 color process and a
perfect digital machine performance. Its exceptional technical characteristics allow it to
stand out from its competito rs.

21 | P a g e
©Daffodil International
University
Specification:
297×10mm
500eets

3.1.2 Price:

Price is the most important fact in the marketing mix. Price is the amount of money
who customers have paid to sell theproduct instead.
A4 65 GSM, A4 70 GSM, A4 80 GSM, A4 100 GSM Gold the core products has
calculated trade price of their products on demand. They offer incentives to sell to the
retailers or distributo rs in every month at certain periods, also offers credit facility for the
distributors.

3.1.3 Place:

The place is also an important part of the marketing mix. P lace are defending o n co
mpany’s activities and goods and services that make the product available to target
markets or customers. A4 65, 70, 80 GSM are suitable for every stationary shop and paper
shop, b ut A4
100 GSM Gold is a different product. This product price higher than others products and
this is used for any special [Link] brand has a large number of distributors that sell
the company’s product to the consumers. The organization selects its dealers carefully
22 | P a g e
©Daffodil International
University
and supports them strongly. The company has available retailers, stationary shop and
other

23 | P a g e
©Daffodil International
University
facility give the service for their distributor and custo mers. Distrib uto r always
available inventory to deliver customer demand.

3.1.4 Promotions:

Promotions means activities that connect the merits of the product or service and
influence target market to take the product or service. Papertech Industries Limited spends
a large number of money every year on promotions. They promote their brand on
billboard, newspaper, social media and sponsor of d ifferent [Link] utor and
sellers reach their target custo mers and potential buyers. Brand offer to distributo rs
and sellers special sales promotions, sales incentive and also consumer program. An
effective marketing strategy can take all the marketing mix elements into an integrated
marketing activity designed to achieve the company’s marketing objectives by giving to
target customers.

3.2 Internal
Marketing:

Internal marketing ensures that everyone in the organization clasps correct marketing
principles, especially top management of the organization. Internal marketing is work of
employees, hiring, training and motivating for emplo yees who want to serve consumers
well.

There in another important part, the 4Ps are the seller’s view of the market, not the
buyers view. As a buyer’s viewpoint, in this stage of custo mer relatio nships the 4Ps
might be better described as the 4Cs.

24 | P a g e
©Daffodil International
University
 4Ps 4Cs
Product Custo mer solutio n
Price Custo mer cost
Place Convenience
Promotion Communication

The marketing mix is the company’s tactical activities to make or establishing a

strong position in the target market.

25 | P a g e
©Daffodil International
University
 Segmenting, Targeting & Positioning

3.2 STP Marketing

STP Marketing is a three step of a targeted marketing plan. The STP full meaning is “S ”
for Segmenting, “T” for Targeting and “P ” for Positioning. Going through this three step
allows an entrepreneur and marketing peoples to formulate marketing strategy that’s for
company, Band and products are defend ing on specific custo mer market segments.

 Segmenting
 Targeting
 Positioning

Segmenting
:

This segmenting step is originally a brainstorming work. At first, company list out all
the potential market segments in a marketing campaign.

Targeting:

This targeting step is a suitable custo mer for organizer’s upcoming goods. Targeting
step selects the customer for products or services.

Positioning
:

Positioning is how a company classifies its products or services in the target market.
The target is to offer bigger, more important than competito rs to a particular market
segment.

26 | P a g e
©Daffodil International
University
Implementation
:

Once a company is using an STP marketing process, the next step is doing all
marketing activities to gain intended goals.

If they want to develop brand awareness within a new/ growing market, they would must
be designed, commercial or ads that introduce their brand and products and also establish
their image. They may pick communication media commo nly used for that target
group. For instance, they would make, print, TV, Magazine, Internet or social media that
pro mo te their brand, products, quality and value customers.

3.2.1 Market Segmentation

Theoretical Overvie
w

Market segmentation is the finding of portio ns of the market that are different from one
to others. Segmentation allo ws the organizatio n to better satisfy the needs of real custo
mer.

The process of defining and discriminatio n a large homogenous market into

clearly identifiable segments having similar needs, wants and demand. Its objective is to
develop a marketing mix that alright matches the anticipation of customers in the targeted
segments.

i.
Demographic:

Papertech Industries Limited segmented the products is using demographic base

with variables like as age, income, educatio n.

Age: Papertech does not divide any limitation for age segmentation. Because paper like
a product need for every age. P rimary target of Papertech age segmentation 5 to above
age consumers. All age people use paper for his education or office work.
27 | P a g e
©Daffodil International
University
Income: Papertech like the brand has emphasized on the lifestyle and behavior of
customers more than the income. Paper like goods important for all classes, but when
we talk about offset paper there need income segment. Because normal paper price to
offset paper prize is

28 | P a g e
©Daffodil International
University
[Link] thing A4 100 GSM Gold offset paper this is premium category
paper segmented b y income.

Gende r: Paper like goods don’t need any gender segmentation. Because paper uses
all genders so that not needed any segmentation.

Education: This is the most important segment for Papertech Industries Limited.
Basically, paper uses educating people. Today Bangladesh literacy rate 72% and day by
day its increase.

ii. Geographic:

Continent : Asia Country :

Bangladesh City : All Bangladesh

Size/Population : Approximately 17 core

3.2.2 Target Market:

Theoretical Background

A target market is a set of consumers who share same needs or demands that the
company decides to serve.

Market targeting:

Market targeting is the process of appreciating segments and focusing marketing attempts
on country, education, income, or group of people that has significant to respond.

29 | P a g e
©Daffodil International
University
Measure in thoughtlessness to select target
strategy:

1. Resources of organization
2. Variable products
3. Product’s life cycle
4. Competitor’s marketing activities or strategy

Targeting approach

There are fo ur different kinds of targeting approach and each organization has own
unique way of targeting its customers. Under below given the four targeting approaches:

1. Undifferentiated or mass marketing

2. Differentiated or segmented marketing
3. Concentrated or niche marketing
4. Micro marketing

1. Undi fferenti ated or mass mar keti

ng

Undifferentiated marketing means there have no segmentation. Products or services for

all types of customers. They don’t need any segmentation. Papertech Industries Ltd
products can included of undifferentiated or mass marketing.

2. Di fferenti ated or segmented marketi

ng

Differentiated marketing means there have segmentation. These products are designed
for satisfying the smaller segments. Differentiated marketing depends on products and
30 | P a g e
©Daffodil International
University
services

31 | P a g e
©Daffodil International
University
because if a products is like phone they need differentiated marketing. A4 100 GSM Gold
of
Papertech need
segmentation.

3. Concentrated or ni che marketi

ng

The popular targeting is concentrated or niche marketing. Another name of this term
is focused marketing. This segmentation need for specific products. This is the small
market segment, but more profitable.

4. Mi cromarketi
ng

This is the smallest approach of targeting. It is most useful for small business. This
targeting segment identifies the potential custo mers at the basic and custo mer level.

Targeti ng market of Papertech Industries Li mi

ted

Papertech Industries Ltd is targeting two target segmentatio n. F irst is

undifferentiated marketing and the second one is differentiated marketing. Differentiated
marketing taken for one product and the product is A4 100 GS M Gold.

3.3 Positioning

Positioning is the act of designing the organization’s image of hold a distant place in
the target market's mind. A product’s position is the way the customer can define the
product on quality. The product groups in the consumer mind related of competing
products or services. Positioning is important to the custo mers. Positioning can
differentiate the competitor products. Positioning have some common tools are pricey,
32 | P a g e
©Daffodil International
University
supporting services, quality, reliability, and value for money.

We know that Papertech Industries Ltd is one of the best brand in paper industries
in
Bangladesh. Their positioning strategy is print your imaginatio
n.

33 | P a g e
©Daffodil International
University
3.4 Marketing Mix (4Ps) of Papertech Industries
Limited

Marketing Mix of Papertech Industries Limited 4Ps product, price, place, promotion
details are given under below:

Papertech
Products:
 A3 80 GSM O ffset Paper
 A4 65 GSM O ffset Paper
 A4 70 GSM O ffset Paper
 A4 80 GSM O ffset Paper
 A4 100 GSM Gold O ffset Paper

3.4.1 A4 65 GSM Offset Paper

Papertech A4 65 GSM has special own characteristics that

ensure not only the best photocopy & printing performance,
but also a following custo mizatio n in any office
equipment with
100%guarantee. This product is best for photocopy. This
paper size 297×210 mm and 500 sheets.

3.4.2 A4 70 GSM

Papertech A4 70 GSM is suitable for daily applications and you

can trust it for high quality results. Its extraordinary white
shade increases the similarity in printing and allows the
reproduction of bright colors. These products are made because
34 | P a g e
©Daffodil International
University
of daily uses. Papertech company product, size is all same.

35 | P a g e
©Daffodil International
University
3.4.3 A4 80 GSM

Papertech A4 80 GSM ensures and guarantee high print

quality. It is available in a wide range of formats that
ensure the best performance on a wide likeness of digital
[Link] give this product to customer for
the best printing experience of d igital machines.

3.4.4 A4 100 GSM Gold

Papertech A4 100 GSM provides an excellent printing

quality in 4 color process and a perfect digital machine
performance. Its exceptional technical characteristics
allow it to stand out from its competito rs. This
product is premium quality’s product.

36 | P a g e
©Daffodil International
University
3.4.5 A3 80 GSM

PapertechCompany’s make another product that is A3 80

GSM. This is bigger than A4 papers. This size is 420×297mm
and also
500 sheets. Use this paper for official work.

3.5 Price of Papertech Industries Limited

Name of product Price

A3 80 GSM 800 tk
A4 65 GSM 200 tk
tkA4 70 GSM 250 tk
A4 80 GSM 280 tk
A4 100 GSM Gold 480 tk

3.6 Place

Factory Distributer Retailer Customer

37 | P a g e
©Daffodil International
University
Papertech Industries Ltd distrib utes their products 64 districts in Bangladesh. There
has strong distrib ution channel. Divisional distributor directly collects to the factory.
Retailers buying product to distribute in district areas. And customer b uys the product for
retailers.

3.7 Promotion:

Papertech promotion activates paid. Papertech promote their product lots of medium lik e
as TVC, newspaper, billboard, social media etc. That’s why custo mer can know the p
roduct. Papertech use lots of promotio nal tools:

 Print media and Electronic media: Papertech has been doing advertising
through print media and electronic media which can call a paid
[Link] and TV C hannel, and also magazine they are promoting
their products.

Link of TV C hannel promotion: http s :/ /ww w. yo ut [Link] m/ watc h? v=wsd8_ H0QxEc

 Sales Promotio ns: Papertech alwaysuses sales promotions. It helps to increase

sales in short times. 50% advertising gives in sales promotio ns.

 Social media : Papertech has been doing promotions through digital marketing that
is also paid promotion. They often co me to Facebook page, Instagram, You
Tube for promotional activity and for promoting their services.

Link of Papertech Facebook Page:

ht tps :// www. [Link] m/sea rc h/ top/?q=pape rtec h%20 ind us tr ies%20 ltd

38 | P a g e
©Daffodil International
University
  Shop sign and Billboard:Papertech has been used shop sign and billboard also.
Significands percent promoting gives in shop signs and billboard. Papertech use
this media is very goodly.

39 | P a g e
©Daffodil International
University
 4

SWOT
Analysis

40 | P a g e
©Daffodil International
University
SWOT anal ysi s of Papertech Industri es Li mi ted:

This SWO T analysis will give of this company and compared to that of its
competition. SWOT means strength, weakness, opportunities, threats.

4.1 Strength of Papertech Industries Limited

• Every time organizatio n tries to innovative p roduct and service.

• Area of the business.
• Always uses of modern technology.
• High quality products.
• Organization have 1000 emplo yees.
• Distribution channel
• Experience management.
• Good image of the company.

4.2 Weakness of Papertech Industries Limited

• Not enough customized product.

• Raw materials price increasing day by day.
• Not focus custo mer communicatio n.
• Not update regular activities on online.
• Not develop a good website.
• Pro motio nal activities.

4.3 Opportunities of Papertech Industries Limited

• Moving to international market.

• Online selling and deliveries.

41 | P a g e
©Daffodil International
University
 • Day by day Bangladesh literacy rate increase.
• Paper based product variation.
• Can use a good brand image for promotion.

4.4 Threats of Papertech Industries

Limited

• Lots of competitors.
• Environment pollution.
• Online activities in office or paperless office.
• Bargaining power of distributed.
• Government not enough focus in paper industries.

42 | P a g e
©Daffodil International
University
 4

Findin
g

43 | P a g e
©Daffodil International
University
Finding

The study had not any limitatio ns. As an internee it was a great scope for me to learn
about industrial activities in Bangladesh, especially of Papertech Industries Ltd. Some
errors are given bellow…

 Lack of Information: Organization’s adequate and in-depth information or data

is not available for all. That’s why the officials tried to assist, sometimes they
couldn’t give me proper information for working purpose. There is some
information I need, but they don’t give for special permissio n from top level.

 Communication Gap:As an organization, communication is a vital role for

working purpose. Organizatio nal communication system amo ng the emp loyee is a
must. When my internship program, I had noticed that communication systems
are good enough and effectively to emp loyees.

 Secrecy of Information: Some of the informatio n can be given to market

for custo mers and retailers. But the company was not disclosed.

 Office size: This office not much enough good shape for employees and visitors.
Not enough area to receive visitors.

 Website Develop:Papertech Industries Ltd is one of the best company in

paper industries. But there are not a good website.

 Promotion will activate: Today’s society is a social media based society. They
don’t focus on it.

44 | P a g e
©Daffodil International
University
 6

Recommendation and
Conclusion

45 | P a g e
©Daffodil International
University
Recommendation

o Papertech top level management if communicated with mid level than

visitors or internee can take information.

o They have big communication gap top level to lower levels. If top
level management takes any decision or take meeting to notify the about of
the meeting and decision that can be solved.

o Sometimes visitor needs some inside informatio n about the company. But
they don’t give it. They can regularly upload their activities are social
media or website that can be easy for visitors.

o Pick times visitor comes more organization can’t receive properly,

theycan make a visito r room.

o Today’s market website a key element of the co mpany. They can hire a
good web developer.

o Papertech have a Facebook page and 22k peoples like it, b ut they
don’t regularly upload their activities. This page has admin employees can
upload in this page and admin maintain it.

46 | P a g e
©Daffodil International
University
Conclusion

Papertechis a well-established paper brand in Bangladesh. It has been a short journey of

Papertech but it is a good successful journey and continue, but the company has
alwayssuffered some problems and this company overcome all obstacles very well. S ince
the very beginning start of its operation, the company has focused on custo mer best
experience on paper. In terms of quality and custo mer satisfactio n and this has played a
vital ro le in the [Link] now enjoys the status of the best paper company
in the co untry. And as a consumer Papertech have a top level possession mind.
Papertech reputatio n will grow more and more and someday Papertech paper will make
its footp rint beyond the borders of Bangladesh.

47 | P a g e
©Daffodil International
University
48 | P a g e
©Daffodil International
University
 Referen
ce
Publish Article:

 Prospectus of Papertech Industries Limited

 Annual report of Papertech Industries Limited
 My daily note book, when I internee in the organization
 Previous Internship Report
 Principles of Marketing
Philip Kotler & Gray Armstrong
th
13 edition
 Marketing Management
th
13 edition
Philip Kotler
Kevin Lane Keller

Website:

 ht tp :// [Link] tec [Link] m/

 ht tps :// www. [Link] m/paper tec h/ ?re f=b r_rs

Thank You
49 | P a g e
©Daffodil International
University