Promotional Strategy of Paint Industry in Bangladesh: A Case Study on Asian Paint Ltd.

Abstract

This thesis delves into the promotional strategies employed by Asian Paint Ltd. within the context of the paint industry in Bangladesh. The paint sector in Bangladesh has witnessed significant growth in recent years, marked by heightened competition and evolving consumer preferences. Asian Paint Ltd., as a key player in this market, faces the challenge of not only sustaining its market position but also expanding its market share amidst a dynamic landscape. The study employs a case study methodology, utilizing both qualitative and quantitative data collection techniques. Through interviews with key stakeholders, analysis of promotional materials, and examination of market trends, this research seeks to uncover the intricate mechanisms behind Asian Paint Ltd.'s promotional strategy. Key findings reveal the multi-faceted approach adopted by Asian Paint Ltd., including a mix of traditional and digital marketing channels, strategic partnerships, and innovative campaigns tailored to local preferences. Moreover, the study identifies the role of branding, pricing strategies, and customer engagement initiatives in shaping Asian Paint Ltd.'s promotional endeavors. The implications of this research extend beyond Asian Paint Ltd. to offer insights for practitioners and scholars interested in understanding the dynamics of promotional strategies within emerging markets. By dissecting the promotional tactics of a leading paint company in Bangladesh, this thesis contributes to a deeper understanding of marketing strategies in the context of rapidly evolving industries and markets.