Executive Summery

Roxy Paints marks a turning point in the concept of paint manufacturing and
marketing in Bangladesh from very beginning of its operation since 1953. The
dealership chain store has put the convenience of its target consumers the
middle and lower middle class, foremost in devising its marketing strategies.

Roxy   Paint attempts to an image and atmosphere that is consistent its pledge
for quality and customer satisfaction. The dealership stores occupy areas of the
city and Town and others under construction area and offered a wide assortment
of paint and paints related product that would mostly appeal to its target
customer. Unlike many such paints industry Roxy tries to remain ahead of its
competitors by sponsoring innovation of local innovations.

Roxy is currently charging affordable retail price to its customer.

However, the management plans to offer prices lower than ones offered by the
competitor in the market.

Roxy paints advertise through television and some selective approach to target
the selective market. The logo of Roxy paints limited points to the importance of
the image factor which is important to their promotional strategy such as
affordable price, durable product quality, trade discount, closing end discount,
incentive offer to its value chain member (dealer, painter, sales force) and social
work such as seminar, debate, workshop on public welfare issues.

Study Objective

Our honorable teacher as well as my internship supervisor Mr.Hasan Al Mamun

has given this topic in order to develop marketing report writing skill and
knowledge about strategic marketing through following study objective in the
practical settings.

  To elaborately clarify the marketing strategy and practices of the assigned
organization.
  To measure the impact of such strategy in terms of marketing result variables,
such as, sales, profits, and market share.
  To evaluate the brand management procedures followed in the aforementioned
organization.
  To Measure the impact of brand management strategy conducted therein.
  At a more abstract level, the industry scenarios are also to be presented.
Origin of the Report

This report on”Marketing strategy of Roxy Paint” is prepared to fulfill the partial
requirement of internship program as well as my experience and ability to
complete the report by analyzing a real marketing situation.

Scope

This report covers the basic marketing strategies of Roxy Paints Ltd as well as
competition and innovations of new product based on market needs and wants
identified through marketing research.

Limitations

  Due to time constraints and lack of job experience in marketing area it was not
possible to give an exact reflection of the marketing aspects of Roxy paints Ltd.
  In case of paints marketing, strategies are changing very rapidly. So it is very
difficult to present the current situation of the strategy in static mood.

Background of Roxy Paint

Roxy paints Ltd. was incorporated as a paint company in 1953. It has grown
quite rapidly. It has a factory, warehouse, Sales office and a corporate office.
Dealers and retailers drive sales. Factory situated in Hazaribagh in Dhaka city
and warehouse also. Sales and corporate office situated in Dhanmondi area in
Dhaka city. There are about two hundred employees in the organization. About
25 of them are executive position and rests of others are staff and labors.

It has collaboration with some foreign supplying and trading company. Generally
Roxy Paints produced two types of product

1. Decorative product.
2. Industrial product

Roxy Paints mainly depends on decorative products. Roxy has Oil based paint
one of the decorative products which is market leader of oil based paint market in
Bangladesh.

Recently Roxy paints are interested about improvement of their water based
paint because of new demand of water based paint in our country.

Vision of Roxy Paint: To consistently provide remarkably satisfying quality paint

to customer through that business that improves the quality of life for customer.
To provides quality life for team member.
Company Objective

 To offer quality paint that is durable and can maintain customer satisfaction.
 To keep customer confidence and established an environment of trust.
 Encourage research and development section to produce standard and quality
product in order to increase sales and to maximize the profit.
 Ensure consistency of variety and supplies of product.
 Improve product packaging and presentation.
 Contribute to the wellbeing of the people on the process.
 Continue development and advancement.
 To maximize profit through sales and cost reduction.

The objective of Roxy Paints is to get back its old fame and glory and introduce
itself as a market leader. Every member of the organization is working according
to reach up that goal

Plan of Roxy Paint

 To establish some market leader product in paint market that can act as a loss
leader product of the industry.
 To expand the dealers in order to increase sales center.
 To increase the market share.
 Develop and promote local product.
 To increase production volume in order to minimize the cost.
 To contribute various social activities to maximize its reputation and public
relation.
     To increase the welfare of employee to get the efficient management team
member in order to develop the management of the organization.

The competitors of Roxy Paint

The main competitors of Roxy Paint; according to the marketing manager is the
Pailac Paint, Romana Paint and Elite Paint. But according to the future plan and
dealers’ opinion Berger Paint and Asian Paint are also the competitors of Roxy
Paint. But for the long-term competitors is decorating brick and tiles.

Target Market

As mentioned earlier Roxy Paints target is lower middle and middle class
consumer. Because Roxy Paint producing more oil based paint that is used on
the tin, wood, steel, iron such types of elements. Previous mentioned class to
housing and business purpose mostly uses those types of elements.
Therefore, Roxy Paints market segmentation under this consideration.

  Social class
  Income level
  Education
  Living environment.

That leads to values, perception, and belief of individual.

Income level:

Target customer of Roxy paint is not in higher or lower position. Actually they are
in middle position.

Customer Income level Yearly income

High 20 lakh to above

Competitive 6 lakh to 12 lakh

Satisfactory 3 lakh to 5 lakh

Above average 2 lakh to 3 lakh

Average 75000 to 1.5 lakh

Below average Less than 75000

Target income level is—

 Satisfactory level.

 Above average level.

 Average level.
Sales promotion:

Sales promotion consist various promotional activities including trade shows,

contest, sample, point of purchase displays, trade incentive and coupon. Sales
promotion expenditures are substantially greater than advertising. The array of
special communications techniques incentives offers several advantages.
Promotion can be used to target buyer, respond to special occasions, and create
an incentive for purchase.

Roxy Paints have offered so many sales promotions. These are trade discount,
closing end discount and target fulfillment discount to its dealer and sales force.

It has some incentive offer to painter those keep maximum value for buying
potentials. For example, they provide about two five taka coins in its 18.2-liter
distemper and plastic paint that will get painter after finished painting. Thus
painter perused to contractor or owner to use this paint for better and durable
painting. Recently Roxy Paint providing a “Lakhpati” offers to consumers. That
offers feature like following__

Every pack of paint contains a coupon. Consumer will fill the gap of coupon and
will send to company. Winner will get about one hundred thousand BDT after
lottery. It is very effective offer to consumer for its selective market.

Sales promotion Activities:

Roxy paint has some strong sales promotion activities. Those are as follows_

  Promotion to consumer targets.

  Promotion to industrial targets.
  Promotion to value chain member.
  Promotion to the sales force.

Advertising:

Advertising consists of any form of nonpersonal communication concerning an

organization, product or idea that is paid for by a specific sponsor.

Advertising means communicate with target customer through mass media by an

identified sponsor.

Roxy Paints select the BTV for communication because of their target customer.
Script of advertisement is very important for advertising because target customer
encoding level include with this matter.

Sales force:  

Sales force is very important resource for any product marketing. In USA every
company spending about seventy million monthly to maintain its sales force
which is more than their expenditure to maintain scientist.

Roxy Paints arrange a rewarding ceremony yearly for employees’ performance.

In this ceremony “Salesman of the year” is the most important award. For this
reason, every employee performs better to reach up the better position
individually. They provide incentives also which depends on sales volume.
Marketing department got market feedback from sales force.

Value chain member:

In case of paint dealers and painter who keeps the value of the product as well
as organizations is the value chain member. Roxy paints give very importance of
this people.  They build the brand image to general consumer.

Direct marketing:

 Roxy Paints have direct marketing through email, official latter and phone to
persuade the target organization to give the order. Many construction and
builders organization give order through mail or phone.

Distribution channel:

Distribution channel is an important part of the company. They effectively

distribute its product to its entire dealer in all over the country. Vertical
relationships occur between producer and marketing intermediaries (wholesaler
and retailer). This value chain member relationship gives the producer access to
consumer and organizational end user. Interorganizational relationships vary
from highly collaborative to transactional ties. A strong collaborative relationship
exist a vertical marketing system in Roxy paint. These systems are managed by
one of the channel member such as sales manager or distribution executive.
Pricing:

The pricing of paints performs a key strategic role in many firms because of
deregulation, informed buyers, intense global competition, slow growth in many
markets, and the opportunity for firm to strengthen market position. Price affects
financial performance and is an important influence on buyer’ value positioning of
brands. Price may become a proxy measure for product quality when buyers
have difficulty evaluating complex products.

Market Driven Strategy:

Market Driven strategies of Roxy paint begin with an understanding of the market
and the customers that from the market. Market driven strategy of Roxy Paint
include

  Developing a market orientation.

  Leveraging distinctive capabilities.
  Finding a match between customer value and organizational capabilities.
 Obtaining superior performance by providing superior customer value.

Under leveraging distinctive capabilities Roxy paint enable firm to coordinate

related activities and employ asset by using skill and accumulated knowledge.
For this reason it is very difficult to duplicate for any other organization.
Capabilities can be classified as outside in, inside out and spanning process. The
creation of superior customer value is a continuing competitive challenge in
sustaining successful market driven strategies. Value is the trade -off of product
benefits against the total cost of acquiring the product. Roxy paint believes
customer value depends on product differentiation lower prices than competing
brand.

The major dimension of market driven strategy of Roxy paint provide an essential
perspective concerning the development of business and marketing strategies.

Passive strategy

Among them Roxy paint used to low passive strategy to determine the price of
their product.

Low passive strategy:

Being a small manufacturer and products have lower cost feature than other
competitors Roxy paint is using this strategy.
It indicates—

  Low price
  Less risk
  Low expenditure
  Large volume of production
  Large volume of sales
  Easy break-even point.

Factor affecting the pricing Situation

 Analysis of buyer’s responsiveness to price should answer the following

question:

  How large is the product market in term of buying potential?

  What are the market segments, and what market target strategy is to be used?
  How sensitive is demand in each segment to change in price?
  How important are non-price factors such as feature and performance?
   What are the estimated sales at different price levels?

Product: Roxy paint has a large number of product lines. Product mainly

separated by two unique titles such as industrial product and decorative product.
Under both of product title it has about seventy different products. Those are the
satisfied qualitative product on compare of price.

Among seventy products different product keeps different individual design and
different pack size. For example, Roxy Butterfly, Roxy 777.

Every container has an identified design by color and logo. Each product has to
have the different pack size so that customer can purchase it according to need
and purchase ability. Most of products bearing warranty seal that convey the
massage to customer that “we will ready to take the product return if it is unable
to fulfill the promised service or damaged”. So Roxy paint has offer very flexible
option to customer to pursue the taking purchase decision and repeat purchase.

Price:  Roxy paint initially offers a price list to its dealers before distribution that is
called trade price. After that they provide discount to dealer. Discount depends
on pack size, price and product line. In case of our country season also vary on
discount policy. Roxy provide special incentive or allowances to its sales people
and dealer after fulfilling the set target. In order to advantage of dealers it has
special credit term and payment period so that they can trade easily and always
stayed with Roxy paint.
Promotion:

Roxy Paints have offered so many sales promotions. These are trade discount,
closing end discount and target fulfillment discount to its dealer and sales force.

It has some incentive offer to painter those keep maximum value for buying
potentials. For example, they provide about two five taka coins in its 18.2-liter
distemper and plastic paint that will get painter after finished painting. Thus
painter perused to contractor or owner to use this paint for better and durable
painting. Recently Roxy Paint providing a “Lakhpati” offers to consumers. That
offers feature like following__

Every pack of paint contains a coupon. Consumer will fill the gap of coupon and
will send to company. Winner will get about one hundred thousand BDT after
lottery. It is very effective offer to consumer for its selective market.

Promotion strategy:

Communication objective
   Need recognition
  Finding buyer
  Brand building
  Evaluation of alternative
  Decision to purchase
  Customer retention

Need recognition:

Roxy paint introduced barrel container of thinner that is fulfilled the market need.
Because thinner is used to remove painting from old building so needs of it’s a
large quantity.

Finding buyer:

Salespeople of Roxy paint are always responsible for identifying and screening
the prospects and problems of potential buyer.

Brand building:

 According to building the brand image Roxy paint search information from buyer
through promotion. They are also providing information about the brand to
customer through catalog or leaflet.

Evaluation of alternative:

Promotion helps buyers evaluate alternative brands. Both comparative

advertising and personal selling effective in demonstrating brand strength
compare to competing brand. Roxy paint careful about competitor strength

Decision to purchase:

Roxy offers several of promotion components to stimulate buyers purchase

decision. Personal selling is often effective in obtaining a purchase commitment
from the buyer of decorative product and industrial product.

Customer retention:

 Follow up by salespeople and toll free number placed on packages to encourage

user to seek information about product or report on post purchase
communication.

Advertising:
Advertising means communicate with target customer through mass media by an
identified sponsor.

Roxy Paints select the BTV for communication because of their target customer.

Script of advertisement is very important for advertising because target customer

encoding level include with this matter.

Advertising strategy:

 Advertising strategy includes _

  Setting advertising objectives and budgeting.

  Creative Strategy.
  Media decisions.
  Role of advertising agency.
  Implementing the advertising strategy and measuring its effectiveness.

Advertising objective of Roxy paint:

  To exposure of product.

  To awareness the people,
  To change the attitude of customer about product.
  To maximize the volume of sales.
  To maximize profit.

Budget determination:

Roxy paint determined very few budget on advertising but it is competitive being
a local company. Budget of advertising expenditure vary on percentage of
company’s profit. In case of Roxy paint it’s about 2% from yearly profit.

Creative Strategy:

Creative strategies of advertising depend on advertising budget. Two

considerations may influence the strategy selection.

  Whether the campaign is intended to maintain or to change market condition.

  Whether the campaign will communicate information imagery or symbolism.

The creative strategy is guided by target market and desired positioning of the
product.
Media Scheduling decision:

Roxy paints marketing department and media agency guides media selection
and scheduling decision.

Medium Vehicle Cost (BDT) Reach CPM

(Household) 0.012Tk
Television 30sec.Prime 1000000.00Tk
time
80000000
(3 years)
people
Consumer Page one color 500000.00Tk 30000000 people 0.016 Tk
magazine in cosmopolitan
(monthly) (5 year) Paid readers
Website or Online Banner page, 200000.00Tk 30000 views per 6.66Tk
Add manager, month
or marquee. (2 year)

CPM: Cost per exposure.

Test of Television commercials:

Brand Roxy paint

Duration of exposure 30 seconds

Script Ambient media agency, Estern plaza, Dhaka.

Remain 3 years

Types of script Mass perception

Show Time 8-30 pm everyday.

Sales force:  

Sales force is very important resource for any product marketing. In USA every
company spending about seventy million monthly to maintain its sales force
which is more than their expenditure to maintain scientist.
Roxy Paints arrange a rewarding ceremony yearly for employees’ performance.
In this ceremony “Salesman of the year” is the most important award. For this
reason, every employee performs better to reach up the better position
individually. They provide incentives also which depends on sales volume.
Marketing department got market feedback from sales force.

Roxy paint used to the trade selling method to sales their products because of
product genre.  This form of selling provides assistance and support to value
chain members rather obtaining sales. Marketing through wholesalers, Retailers,
or other intermediaries providing merchandising, logistical, promotional, and
product information assistance.

Managing the sales force:

Roxy paints ltd. Effectively mange its sales force by using following methods__

  Finding and selecting sales people.

  Training
  Supervising and motivating sales people.

Finding and selecting sales people:

The Executive of sales department indicated that three most success

characteristics of sales people are_

  Being customer driven and highly committed to the job.

  Accepting direction and cooperating as a team player.
  Being motivated by ones peers, financial incentives, and one self.

Training:

Roxy paint has a formal training program for sales peoples developments. The
training program include_

  Type sales job.

  Size of firm
  Product complexity
  Experience of new sales people.
  Selling concept and technique.
  Product knowledge
  Territory management
  Company policies and operating procedures.
Above mention programs are helpful for sales people developments and then
company seek from trained people following output_

  Increase productivity.
  Improve morale
  Lower turnover
  Improve customer relation
  Enable better management in territory

Sales force evaluation and control:

To evaluate and control the sales people following issues are important

  Unit of analysis.
  Performance measures.
  Setting performance standard

Unit of analysis:

Roxy paint analysis every unit of sales by segmented market such as every
district or brunches. Company focuses on team result. Geographic area is also in
under consideration.

Performance measure:

Roxy paints used to two types of performance measures control

a) Behavior

b) Outcome

Achievement of the sales quota mostly used outcome performance measure

control of Roxy paint.

Some other measures tool are new business generation, market share gain, new
product sales, payment system etc.

Setting Performance standard:

Performance standard vary on employees education and working years. Yet

company set some standard those are as follows_

  Market potential.
  Intensity of competition.
  Difference in customer needs.
 Quality of supervision.

Value chain member:

In case of paint dealers and painter who keeps the value of the product as well
as organizations is the value chain member. Roxy paints give very importance of
this people.  They build the brand image to general consumer.

  Wholesaler
  Painter
  Sales people

Those are the value chain member of Roxy paints ltd.

Direct marketing:

 Roxy Paints have direct marketing through email, official latter and phone to
persuade the target organization to give the order. Many construction and
builders organization give order through mail or phone.

Distribution channel:

Distribution channel is an important part of the company. They effectively

distribute its product to its entire dealer in all over the country.

Distribution channel activities of Roxy paint ltd.:

Place:

Place is the very important fact of paint marketing. In case of paint market are
segmented by place such as city area, town area, semi town area and rural area.
In city and area customer seeks more synthetic paste distemper, plastic paint
and weather coat because of huge luxury building housing. In semi town and
rural area customer more purchase oil-based paint because of tin and wood
based housing. Thus dealers also keeps product according to their place. So
distribution channel, sales team and overall marketing department are working
through place.

Strategic Marketing planning process of Paint:

The Boston consulting group (BCG), a leading consulting firm developed and
popularized the growth share matrix, which shown in below

 20%                   Star  

   

  Question mark

?
10% Dog

8%                       CashCow

6%

4%

2%

             0%        10x                         2x   1.5x    1x        .5x  .4x  .3x                     .

2x .1x Market growth rate

Question mark:

Product that operates high growth market but have low relative market share.
Question mark requires lot of cash because it wants to overtake market leader. In
case of Roxy paint synthetic paste distemper (SPD), weather coat and some
other water based decorative product are in question mark level. So company
should have to spend more on such types of product development to beat the
competitor.

Star:

The leader of product with high-growth market. Product seek invest heavily to
fight with competitor. Oil based paint such as enamel paint like some other
products are in star mark level. Roxy paint leading the oil based paint market.
They are very careful about their duty according to stay in position

Cash Cow:
Product with falling growth rate that still have the largest market share. The
company does not have to finance expansion on this product. Company should
take present profit from this product and invest on another product. In case of
paints product cash cow product is rare. Yet some tin and woods paints are in
cash cow position. Company those are taking profit from that types of products
and not spending further for development.

Dog:

Product that have weak market share and low growth rate. Management will take
executive decision about this product. It should be modify or quit from market.

 SWOT stand for,

 S = Strength

W = Weakness

O = Opportunity

T= Threat

  What is our strength in the market?

  What is our weakness in the market?
  What is our opportunity?

             And

  What is our threat?

Example in case of Roxy paint,

Strength:

Roxy paint is a quality paints since 1953. Therefore, Roxy is well experienced in
paint market.

Weakness: Lack of enough quality products, new products according to

customer needs and technology to fight with competitor.

Opportunity:

It has enough opportunity to grow because of it is highly introduced to customer

and producing locally with very low cost of both labors and employee.
Threat: Many multinational paint Industries with quality product. Our government
is encouraging new foreign direct investments.

But main threat is substitutes of paints. For example, tiles decoration on the wall.

SWOT analysis depends on companies’ objective and management findings.

Quality control

Roxy paints quality control is very high. Management has the carefully control
their quality because paints made by chemical that is very perishable. According
to the managers of research and development section ensures that the products
are update on a routine basis.

They always import qualitative raw materials and carefully handle the packaging.

Product line of Roxy paint with price

Sr. no. Product name Contain MRP(BDT) TP(BDT) LP(BDT)

1. Chinese lacquer Enamel paint 50ml 13.50 12.82 10.75

2. Chinese lacquer Enamel paint 100ml 20.00 19.00 17.20

3. Chinese lacquer Enamel paint 200ml 36.00 34.20 30.96

4. Synthetic Enamel paint 1lb 78.00 74.10 67.08

5. Synthetic Enamel paint 2lb 150.00 142.50 129.00

6. Synthetic Enamel paint 3.64liter 585.00 555.75 503.10

7. Synthetic Enamel paint 18.2liter 2750.00 2612.50 2365.00

8. Roxy Butterfly Enamel 50ml 10.00 8.75 8.60

9. Roxy Butterfly Enamel 100ml 18.00 16.00 15.48

10. Roxy Butterfly Enamel 200ml 32.00 27.50 27.52

11. Roxy Butterfly Enamel 1lb 67.00 60.00 57.62

12. Roxy Butterfly Enamel 2lb 130.00 115.00 111.80

13. Roxy Butterfly Enamel 3.64liter 485.00 450.00 417.10

14. Roxy Butterfly Enamel 18.2liter 2350.00 2150.00 2021.00

15. Butterfly SPD 0.91liter 75.00 70.00 64.50

16. Butterfly SPD 3.64liter 285.00 265.00 245.10

17. Semi Synthetic Enamel paint 3.64liter 430.00 408.50 369.80

18. Ready mix paint 3.18kg 150.00 142.50 129.00

19. Ready mix paint 6.35kg 276.00 262.20 237.36

20. Aluminum paint 1/2lb 40.00 38.00 34.40

21. Aluminum paint 1lb 70.00 66.50 60.20

22. Aluminum paint 2lb 135.00 128.25 116.10

23. Aluminum paint 3.64liter 495.00 470.25 425.70

24. Synthetic clear vanish 1lb 65.00 61.75 55.90

25. Synthetic clear vanish 2lb 120.00 114.00 103.20

26. Synthetic clear vanish 3.64liter 440.00 418.00 378.40

27. Synthetic clear vanish 18.2liter 2075.00 1971.25 1784.50

28. Synthetic polyvinyl distemper 0.91liter 80.00 76.00 68.80

29. Synthetic polyvinyl distemper 3.64liter 305.00 289.75 262.30

30. SPD Fresh(Distemper) 18.2liter 1400.00 1330.00 1204.00

31. Plastic Emulsion(Luxury Touch) 0.91liter 148.00 140.60 127.28

32. Plastic Emulsion(Luxury Touch) 3.64liter 560.00 532.00 481.60

33. Plastic Emulsion(Luxury Touch) 18.2liter 2650.00 2517.50 2279.00

34. Decorative Red oxide primer 0.91liter 100.00 95.00 86.00

35. Decorative Red oxide primer 3.64liter 360.00 342.00 309.60

36. Roxy wall primer sealer 4liter 645.00 612.75 554.70

37. Roxy water sealer 3.64liter 540.00 513.00 464.40

38. Roxy water sealer 18.2liter 2550.00 2422.50 2193.00

 39. 1lb under coat 1lb 70.00 66.50 60.20

40. 2lb under coat 2lb 135.00 128.25 116.10

41. 1 gal under coat 3.64liter 500.00 475.00 430.00

42. Marine A/C Red oxide primer 3.64liter 390.00 370.50 335.40

43. Marine Red lead Primer 0.91liter 145.00 137.75 124.70

44. Marine Red lead Primer 3.64liter 580.00 551.00 498.80

45. Red oxide primer 3.64liter 365.00 346.75 313.90

46. Red oxide primer 20liter 1595.00 1515.25 1371.70

47. Marine Zinc Chromate Primer 3.64liter 580.00 551.00 498.80

48. Roxy G.P Thinner 1/2liter 37.00 35.15 31.82

49. Roxy G.P Thinner 1liter 68.00 64.60 58.48

50. Roxy G.P Thinner 4liter 225.00 213.75 193.50

51. Roxy G.P Thinner(Drum) 180liter 8300.00 7885.00 7138.00

52. Roxy copal Varnish 14.56kg 1050.00 997.50 903.00

53. Butterfly Varnish 10.50kg 725.00 688.75 623.50

54. White Stiff paint XXX 12.7kg 400.00 380.00 344.00

55. Genuine Zinc Stiff paint 777 12.7kg 530.00 503.50 455.80

56. Butterfly Hammer finish 1lb 70.00 66.50 60.20

57. Butterfly Hammer finish 2lb 139.00 132.05 119.54

58. Butterfly Hammer finish 20liter 2250.00 2137.50 1935.00

59. Weather Guard 3.64liter 750.00 712.50 645.00

60. Weather Guard 18.2liter 3050.00 2897.50 2623.00

61. Wall putty 3.64liter      

62. Wall putty 18.2liter      

Sales and Market share

According to the Executive Director, Roxy Paints Ltd; it has monthly sales about
100, 00000 BDT.   The estimated growth per dealer outlet is 3 % while expected
sales growth is 5 %.

According to the sales manager in coming rainy season a loss expected for a
particular period. Rainy season is very sensitive period for Roxy Paints Ltd.

It has about 13% market share in paints market.

RSL—control figure:  2005

(BDT in LAKH)

Janu Febr. March April May Jun July Aug Sept. Octo Nov Dec Date

17.32 18.00 19.50 25.23 17.32 13.45 14.45 10.20 16.76 25.23 21.38 16.48 01

16.48 16.50 16.50 24.56 16.48 14.70 13.65 12.43 12.43 24.56 20.82 19.50 06

17.50 17.60 20.00 21.98 17.50 16.76 18.76 14.75 11.99 21.98 18.47 16.50 12

15.34 14.75 19.20 20.32 15.34 12.43 09.26 12.45 10.20 20.32 17.52 20.00 18

13.80 13.00 17.50 18.77 13.80 11.99 14.75 11.33 13.45 18.77 25.28 19.20 24

19.20 20.00 16.48 17.56 19.20 10.20 15.34 10.29 14.70 17.56 24.50 17.50 29

Findings and recommendation

1.    Roxy paints at present relies more on profit and less on reputation.

2.    It has 13% market share in paint market.
3.    It has 80% market shares on oil based paint market.
4.    Roxy still not able enough to satisfy every types of customer.
5.     It has only 5% market share on water based paint.
6.     It has not good reputation on upper-middle class consumer.
7.     Sometime more prices show more quality of product. So less product prices
representing it’s less quality of product.

Conclusion
Three types of commission are providing various companies, Trade discount, Bill
scheme, and Payment discount. However, it depends on organizations own
policy according to volume of sales or sales force feedback. For the most time
every companies commission strategy depends on market condition. Market
condition depends on season, place, quality, price, and pack size and customer
expectation. In case of our country, most of the consumers are seasonal. So time
also vary on commission strategy. It is very difficult to predefine commission
strategy particularly.

At first, we should to analyze market situation and then define objective and
ahead further advancements.

In marketing, this types of application under in Brand management. Brand

Management has become a fixture in most consumer packaged goods
companies Brand managers plan Brand strategy and watch over their brands
profits. Working closely with advertising agencies, they create national
advertising campaigns to build market share and consumer brand loyalty.