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
- Decorative product.
- 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 well being 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 |
| Television | 30sec.Prime time | 1000000.00Tk (3 years) | (Household) 80000000 people | 0.012Tk |
| Consumer magazine (monthly) | Page one color in cosmopolitan | 500000.00Tk (5 year) | 30000000 people Paid readers | 0.016 Tk |
| Website or Online | Banner page, Add manager, or marquee. | 200000.00Tk (2 year) | 30000 views per month | 6.66Tk |
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%
8% CashCow 6% 4% 2% | Dog |
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) |
| Chinese lacquer Enamel paint | 50ml | 13.50 | 12.82 | 10.75 | |
| Chinese lacquer Enamel paint | 100ml | 20.00 | 19.00 | 17.20 | |
| Chinese lacquer Enamel paint | 200ml | 36.00 | 34.20 | 30.96 | |
| Synthetic Enamel paint | 1lb | 78.00 | 74.10 | 67.08 | |
| Synthetic Enamel paint | 2lb | 150.00 | 142.50 | 129.00 | |
| Synthetic Enamel paint | 3.64liter | 585.00 | 555.75 | 503.10 | |
| Synthetic Enamel paint | 18.2liter | 2750.00 | 2612.50 | 2365.00 | |
| Roxy Butterfly Enamel | 50ml | 10.00 | 8.75 | 8.60 | |
| Roxy Butterfly Enamel | 100ml | 18.00 | 16.00 | 15.48 | |
| Roxy Butterfly Enamel | 200ml | 32.00 | 27.50 | 27.52 | |
| Roxy Butterfly Enamel | 1lb | 67.00 | 60.00 | 57.62 | |
| Roxy Butterfly Enamel | 2lb | 130.00 | 115.00 | 111.80 | |
| Roxy Butterfly Enamel | 3.64liter | 485.00 | 450.00 | 417.10 | |
| Roxy Butterfly Enamel | 18.2liter | 2350.00 | 2150.00 | 2021.00 | |
| Butterfly SPD | 0.91liter | 75.00 | 70.00 | 64.50 | |
| Butterfly SPD | 3.64liter | 285.00 | 265.00 | 245.10 | |
| Semi Synthetic Enamel paint | 3.64liter | 430.00 | 408.50 | 369.80 | |
| Ready mix paint | 3.18kg | 150.00 | 142.50 | 129.00 | |
| Ready mix paint | 6.35kg | 276.00 | 262.20 | 237.36 | |
| Aluminum paint | 1/2lb | 40.00 | 38.00 | 34.40 | |
| Aluminum paint | 1lb | 70.00 | 66.50 | 60.20 | |
| Aluminum paint | 2lb | 135.00 | 128.25 | 116.10 | |
| Aluminum paint | 3.64liter | 495.00 | 470.25 | 425.70 | |
| Synthetic clear vanish | 1lb | 65.00 | 61.75 | 55.90 | |
| Synthetic clear vanish | 2lb | 120.00 | 114.00 | 103.20 | |
| Synthetic clear vanish | 3.64liter | 440.00 | 418.00 | 378.40 | |
| Synthetic clear vanish | 18.2liter | 2075.00 | 1971.25 | 1784.50 | |
| Synthetic polyvinyl distemper | 0.91liter | 80.00 | 76.00 | 68.80 | |
| Synthetic polyvinyl distemper | 3.64liter | 305.00 | 289.75 | 262.30 | |
| SPD Fresh(Distemper) | 18.2liter | 1400.00 | 1330.00 | 1204.00 | |
| Plastic Emulsion(Luxury Touch) | 0.91liter | 148.00 | 140.60 | 127.28 | |
| Plastic Emulsion(Luxury Touch) | 3.64liter | 560.00 | 532.00 | 481.60 | |
| Plastic Emulsion(Luxury Touch) | 18.2liter | 2650.00 | 2517.50 | 2279.00 | |
| Decorative Red oxide primer | 0.91liter | 100.00 | 95.00 | 86.00 | |
| Decorative Red oxide primer | 3.64liter | 360.00 | 342.00 | 309.60 | |
| Roxy wall primer sealer | 4liter | 645.00 | 612.75 | 554.70 | |
| Roxy water sealer | 3.64liter | 540.00 | 513.00 | 464.40 | |
| Roxy water sealer | 18.2liter | 2550.00 | 2422.50 | 2193.00 | |
| 1lb under coat | 1lb | 70.00 | 66.50 | 60.20 | |
| 2lb under coat | 2lb | 135.00 | 128.25 | 116.10 | |
| 1 gal under coat | 3.64liter | 500.00 | 475.00 | 430.00 | |
| Marine A/C Red oxide primer | 3.64liter | 390.00 | 370.50 | 335.40 | |
| Marine Red lead Primer | 0.91liter | 145.00 | 137.75 | 124.70 | |
| Marine Red lead Primer | 3.64liter | 580.00 | 551.00 | 498.80 | |
| Red oxide primer | 3.64liter | 365.00 | 346.75 | 313.90 | |
| Red oxide primer | 20liter | 1595.00 | 1515.25 | 1371.70 | |
| Marine Zinc Chromate Primer | 3.64liter | 580.00 | 551.00 | 498.80 | |
| Roxy G.P Thinner | 1/2liter | 37.00 | 35.15 | 31.82 | |
| Roxy G.P Thinner | 1liter | 68.00 | 64.60 | 58.48 | |
| Roxy G.P Thinner | 4liter | 225.00 | 213.75 | 193.50 | |
| Roxy G.P Thinner(Drum) | 180liter | 8300.00 | 7885.00 | 7138.00 | |
| Roxy copal Varnish | 14.56kg | 1050.00 | 997.50 | 903.00 | |
| Butterfly Varnish | 10.50kg | 725.00 | 688.75 | 623.50 | |
| White Stiff paint XXX | 12.7kg | 400.00 | 380.00 | 344.00 | |
| Genuine Zinc Stiff paint 777 | 12.7kg | 530.00 | 503.50 | 455.80 | |
| Butterfly Hammer finish | 1lb | 70.00 | 66.50 | 60.20 | |
| Butterfly Hammer finish | 2lb | 139.00 | 132.05 | 119.54 | |
| Butterfly Hammer finish | 20liter | 2250.00 | 2137.50 | 1935.00 | |
| Weather Guard | 3.64liter | 750.00 | 712.50 | 645.00 | |
| Weather Guard | 18.2liter | 3050.00 | 2897.50 | 2623.00 | |
| Wall putty | 3.64liter | ||||
| 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
- Roxy paints at present relies more on profit and less on reputation.
- It has 13% market share in paint market.
- It has 80% market shares on oil based paint market.
- Roxy still not able enough to satisfy every types of customer.
- It has only 5% market share on water based paint.
- It has not good reputation on upper-middle class consumer.
- 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.
