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MARKETING POLICY OF SILVER PAINTS LIMITED

INTERNSHIP REPORT PRESENTED FOR THE FULFILLMENT OF

THE REQUIREMENT FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

By

MOHAMMAD DELOWER HOSSAIN

DEPARTMENT OF BUSINESS ADMINISTRATION

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INTERNATIONAL ISLAMIC UNIVERSITY CHITTAGONG, DHAKA

CAMPUS

MAY 2009

The Marketing Policy of Silver Paints

Ltd.

Internship Report presented for the Fulfillment of the

Requirement for the Degree of

Bachelor of Business Administration

Prepared under the supervision of:

Mr. Md. Shariful Haque

Asst. Professor of Marketing

Department of Business Administration

International Islamic University Chittagong

Dhaka campus

PREPARED BY

MOHAMMAD DELOWER HOSSAIN

ID NO: B051208

BATCH : 20 TH

Date of Submission:

May 19, 2009

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May 19, 2009,

Mr. Md. Shariful Haque

Asst. Professor of Marketing

Department of Business Administration

International Islamic University Chittagong

Dhaka Campus

Subject: Letter of Transmittal

Dear Sir,

It is a great pleasure for me to submit the report on “A Study on

Marketing Policy Of Silver Paints Limited”. I am submitting this report

as the part of my internship at Silver Paints Limited.

I have put my best efforts to make this report a success. However, I

am sure that this report could have been a better one, if it had not

been my first time to conduct such a descriptive study. However this

has obviously been a great source of learning for me to conduct similar

research studies in future.

I hope you will asses my report considering the limitations of the

study. Your kind advice will encourage me to do further research in

future.

Thanking You.

Sincerely yours,

Mohammad Delower Hossain

TABLE OF CONTENTS

Contents Page No

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Chapter One --- INTRODUCTION 05 -12

Acknowledgment 05

Abstract 06

Introduction 08

Origin of The Study 08

Background of The Study 09

Objective of The Study 09

Scope of The Study 10

Methodology 11

Limitation of The Study 12

Chapter Two --- SILVER PAINTS LITMITED 14 -18

Management Team 14

Vision & Mission of the Silver Paints Limited 15

Operating Function Silver Paints Limited 15

Chapter Three --- FINDING AND ANALYSIS 20 – 30

Product of The Car paints 20

Pricing Policy of Silver Paints Limited 24

Place or (Distribution policy) of Silver Paints

Limited

26

Promotional Strategy of Silver Paints Limited 29

Chapter Four --- CONCLUSION 32-35

Recommendation 32

Conclusion 34

Reference 35

ACKNOWLEDGEMENT

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The structure and content of this paper have been deeply

influenced by many people. This paper would not have been

possible without the entrepreneurial spirit of the people who

have helped me a lot in the making of the paper. I shall take

this opportunity to thank our faculty Mr. Md. Shariful

Haque for providing me the permission to write this

internship project and without whose aid and support it

would not have been possible for me to o ahead.

I would also like to thank Mr. Sofiqur Rahman, Managing

Director of Silver Paints Limited, who was very cooperative

in his thorough supervision during my internship period and

Mr. Jalaluddin Ahmed, Production and Human resources

Manager of Silver Paints Limited for his invaluable support

and guidance that led to the successful completion of my

internship project. And also Mr. Abu Taher The manager

Marketing & Sales division of Silver Paints Limited was very

much helpful in providing me with all the necessary support

that I needed during my organizational attachment.

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ABSTRCT

Silver Paint Limited is a leading manufacturer of car and Iron

Paints from Bangladesh to major Car and Iron Paints Marketer in

our country. The company has revenues of around Tk.

50,00,00,000 in 2008. Silver Paints Limited is the pioneered on

car paints sector of Bangladesh and is also involved in the Iron

paints manufacturing in the country. Silver Paints Limited has an

achieved success among its peer group a short span of time

with its professionals and dedicated team of arrangement

having long experience, commendable knowledge and

expertise in convention with Car Paints Market. In this topic

I try to focus on the Marketing mix of the Silver Paints

Limited. This topic of the report is proposed to get an

overview of Marketing Policy of Silver Paints Limited.

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Introduction

Car Paint manufacturer has an important role in

the business sectors and in the industrialization of a country.

Basically the organization manufacture product and

marketed the product into the market of Bangladesh.

In the head Office of the company there are 20

employees working Under Mr. Sofiqur Rahman (MD). They

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follows on principal, narrow span of management as a result

of which the management can put directly care on all the

departments.

During my ten weeks internship from April 01st to May

16th, 2009, in the Head Office of Silver Paints Limited the

experiences I have are all compiled in making repost.

Origin of the report

As a part of the BBA program requirement, I was

placed at Office of, Silver Paints Limited. During the period

of April 1st to May 16th 2009 as on internee by the

International Islamic University Chittagong, Dhaka Campus.

At the Silver paints limited, my supervisor Asstt. Professor

Md. Shariful Haque, Department of Business Administration,

International Islamic University Chittagong, Dhaka Campus

authorized me to prepare this report as part of the

fulfillment of internship requirement.

BACKGROUND OF THE STUDY

Internship is an important part of BBA program which is

essential for a student to get a practical knowledge that he

has learned theoretically during his study about business. As

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a student of BBA (major in marketing) I have to choose a

company where I can learn about marketing practically and

introduced with the business environment and I have to

work with a specific topic to prepare an internship report.

Silver Paints Limited is one of the leading manufacturers of

car paints in our country and it is 100% market oriented

company. So I choose this company for my internship. My

supervisor Asstt. Professor Mr. Md. Shariful Haque, Lecturer

in Marketing, DBA, IIUC, DC has selected a topic titled

“Marketing Policy of Silver Paints Limited” for my internship

report. This report will be prepared as a partial fulfillment of

BBA program.

OBJECTIVE OF THE STUDY

GENERAL OBJECTIVE

To know about the Products of Car Paints

To recognize the pricing Policy of Silver Paints Limited

To get informed about place (Distribution Channel)

Policy of Silver Paints Limited

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To know about the Promotional strategy of Silver

Paints Limited

SPECIFIC OBJECTIVE

To know about the Marketing mix Policy of Silver Paints

Limited

SCOPE OF THE STUDY

The study is likely to be conducted to grab the business

opportunities for marketing policy of car paints and also to

promote different businesses for data connectivity in the

business arena. For the very purpose of the study is

analysis, data will be collected from most important parties

concerned.

However in my report I tried to cover elaborately all issues

related to the Marketing Policy of Car Paints in Bangladesh

from the event of Silver Paints Limited perspective . For

the very purpose of the report, data have been gathered as

follows:

Understanding the need for Marketing Policy of car

paints in Bangladesh.

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What are the benefits, problems, expectations and

future requirements those existing and prospective

customers look in the information centers.

Analysis of all the above data from facts gathered &

discussion with Silver Paints Limited management.

Suggesting market development activities and

innovation to trigger growth Silver Paints Limited.

METHODOLOGY

RESEARCH DESIGN

The research design constitutes the blueprint for the

collection, measurement and analysis of data. It aids the

scientist in the allocation of his limited resources by posing

crucial choices. Research design can be thought of as "glue"

that holds all of the elements in a research project together.

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A Descriptive research design was selected for this

study because “a Descriptive study narrate the phenomena

or characteristics associated with subject population (who,

what, when, where and how of a topic). Estimate the

proportions of a population that have these characteristics.

Discover of associations among different variables. This

study will investigate on Marketing Elements of car paints in

our country.

DATA COLLECTION

Primary source :

By face to face interviewing with the official’s of Silver

Paints Limited.

Collect information from the Retailer.

Secondary Source:

Studying various Text books, Journals, Magazines and

report related to marketing Policy.

Browsing various website of companies related to

Marketing Policy.

The data have then been analyzed to derived required

information.

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Limitations of the Study:

The present study was not out of limitations. But as an

intern it was a Great opportunity for me to know the

Marketing policy of Car Paints in Bangladesh especially Silver

Paints Limited. Some of the restraints are given below:

The main constraints of the study are insufficiency of

information, which was required for the study. There

are various information the company employee can’t

provide due to security and other corporate obligations.

,

Due to the limitations of time, many of the aspects

could not be discussed in the present report.

Every organization has their own secrecy that is not

revealed to others. While collecting data i.e.

interviewing the employees, they did not disclose much

information for the sake of confidentially of the

organization.

Since the company personals are very busy, so they

could provide me very little time in order to acquire

practical knowledge.

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Another significant problem faced during the

preparation of this report was the contradictory

explanation of a single subject by different employees.

I carried out such a study for the first time, so

inexperience is one of the main constraints to prepare

this report effectively and efficiently.

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COMPANY PROFILE

Name of the Company: SILVER PAINTS LIMITED

Date of Commencement of Business as Silver Paints

Limited: June 30, 1998

Type of Company: Sole Proprietorship Company

Management Team:

Mr. Sofiqur Rahman – Managing Director

Mr. Rafikuzzaman- Executive Director

Mr. Jalaluddin Ahmed- Manager- Production and HR

Division

Mr. Abu Taher- Manager- Marketing and Sales Division

Mr. Shah Nuruzzaman- Manager- Accounts and Finance

Division

Silver Paints Limited is established on June 30, 1998.

After 10 years now it became an important part of

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Bangladeshi car paint market. In 2009 Silver Paints Limited

achieved their sales target 2 crore taka. Silver Paints Limited

produces Car paints, Iron Paints, Special Polyester Putty, etc

for Bangladeshi market. They also import Polish high gloss

Shine from Formula Company in Germany, Hardener from

E.Z Knsai Company, Auto semic Company, ARDX company,

Indonesia. They also import A category Special Polyester

Putty from Sumadajaya Company Jakarta, Indonesia.

Vision of Silver Paints Limited:

“Quality First”

Mission of SPL:

Sustainable Growth

Vendor of Choice

VALUES of SPL:

Respect for people

- Demonstrate respect by developing our people and

helping them to achieve high performance standards.

- Treat all people with dignity.

Sense of Urgency

- Strive for speed and simplicity in everything we do.

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Empowerment

- Encourage and reward self-confidence and initiative.

- Require accountability.

Address: 20/13 Shahid Tajuddin Road, Tejgaon I/A, Dhaka-

1208

Operating Functions of SPL:

Operating Functions of SPL is more effective according to the

vision of this company. Whole process of SPL operates a

functional team on the demand of whole marketing process.

These departments are shown as below;

Human Resource Division

Product Development

Marketing and Sales Division

Accounts and Finance Section

HUMAN RESOURCE DIVISION

This division always monitors the facilities of employees and

to check problems. This HRD is very active in SPL. There are

some activities that HR department also do for the

employees of SPL like;

Human Resource Planning

Recruitment and selection

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Compensation and Benefit

Accommodation

Employee and worker relation

Training and development

Motivation

Maintenance

PRODUCT DEVEOPMENT AND MARKET CONSULTANT

To standardize the component of product

Try to decrease the price of product

Market Trend Analysis

Find out the competitors

Short Time research

To collect the best quality Paint component

To check the quality of finished goods

MARKETING AND SALES Division:

This division also effective at their working activities.

According to marketing concept, this department of SPL

holds the key to achieve its organizational goal consists of

the company being more effective than other competitors in

skill, delivering, and communicating superior customer value

to its chosen target market.

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Marketing department evaluate the present car paint market

condition. Marketing team also research how SILVER brand

can be established through utilize 4Ps concept in the market.

SPL has a reputation in market place, so marketing and

sales department should take some initial steps for the

modification or more development of this present image.

There are some works that marketing department always

do;

Training and Development :

- Training for Store manager

- Training for Sales man

Market expansion: The marketing department involve

of direct market expansion procedure, here marketing

mix concept is more applicable.

Sales Promotion- Push Strategy

Market Research-Marketing Department also works

about the research of Car paint market. If there any

scopes that can be applied for the development of

product and market, this department also investigate

that.

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Brand Development- A Brand is an art of corner store

of marketing. It is a name, term, sign, symbol, or May

combination of them intended to identify the goods or

services of one seller and to differentiate them from

those of competitors. “SILVER” brand is much

established in market place. Marketing department and

sales also work to enlarge this Brand.

Advertising- In order for publicity of any particular

sales promotion, or any new seasonal offer, marketing

department of SPL use some advertising media. These

are as follows,

• TVC

• RDC

• Billboard

• Press Ad

Supply Chain Department:

Supply chain department process all the distribution

activities of SPL. They distribute product in whole Market all

over the country. After issuing the purchase order &

manufacturing of product, supply chain work begins.

At the time of Bill submission, they attach supply invoice

(chalan).

Supply Chain Department has some responsibilities also.

They has to consider what kind of product will go which

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region. It depends on volume of sale, customer category &

position of market & sales.

Sometimes they have to check the sale condition of market

and also stock of paints. According to distribution of goods

they apply transport facilities or rent car or quires service.

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Findings and Analysis

Silver paints limited are total marketing oriented

organization. In this report it I try to explain the marketing

Mix or the 4ps of Silver Paints Limited.

Product of the car paints

A product is defined as:

"Anything that is capable of satisfying customer

needs"

This definition includes both physical products (e.g. cars

Paint, washing machines, DVD players) as well as services

(e.g. insurance, banking, private health care).

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The process by which companies distinguish their product

offerings from the competition is called Branding.

For most companies, brands are not developed in isolation -

they are part of a product group.

A product group (or product line) is a group of brands that

are closely related in terms of their functions and the

benefits they provide (e.g. Dell's range of personal

computers or Sony's range of televisions).

There are two main types of product brand:

(1) Manufacturer Brands

(2) Own-label Brands

Manufacturer Brands are created by producers and use their

chosen brand name. The producer has the responsibility for

marketing the brand, by building distribution and gaining

customer brand loyalty. Good examples include Silver

paints, Microsoft, Panasonic and Mercedes.

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Own-label Brands are created and owned by distributors.

Good examples include Tesco and Sainsbury's.

Silver Paints Limited is a manufacturer brand. They are very

serious about product branding. They have several kind

product brands. In the car paints industry the product is

divided into four category .First two category putty and paint

can produce through there own technology.

Bangladeshi company they can not acquired technology for

manufacture the Hardener and Polish .Basically they produce

paints and putty, other product they import from Indonesia

,china Japan ,Germany and so on .

Silver Paints Limited they are manufacturer of car paints

.which is good quality in entire market .in the below silver

Paints has some product are given below.

1. Putty: Putty used in preliminary stage in car painting.

Painter used the product for the stability of the paint.

Silver paints recently they started manufacture putty which

is good news for Bangladeshi consumer. In the below the

name of the product shortly given the brand name of putty;

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Sun Polac Putty: Sun Polac Putty is imported product

of the Silver Paints .It’s imported from SAMUDAJA

COMPANY , Indonesia .

Morolac putty: Moralac Putty is produce by the Silver

Paints Limited. For that’s reasons putty price is now

sensible in Bangladesh.

2. Paint: Paint is the key element of the car painting

.the user it is used in the second stage for color the

car.

Toya paints.

Belgium paints.

Solax paints.

Sunflower paints.

Master paints.

In above paints the most popular paints is Toya Paints

.which is most quality product in silver Paints. Belgium

Paints, Master paints and Solax Paints also popular paint in

the current market.

In the following showing the most popular paints of Silver

Paints in the current market:

Product popularity of silver paints

Master paints

30%

Toya paints

50%

20%

Belgium paints

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3. Hardener: Hardener used for car glassing and lucrative

and save from sun shine. They import several brands

hardener from Germany, Malaysia.

EZ Group: Kansai brand Hardener is most popular

brand in the world. This product produces EZ Group,

Germany.

Auto chamic company: Chamic brand is most popular

branded Hardener from Germany.

4.Polish: It is the high gloss shiner for the car . Basically it

used for shining the car.

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Formula polis.

Kit polis

This is shiner of the car.

Pricing Policy:

There are many types of pricing policy in the market such

as, Cost-Plus Pricing, Break-Even Analysis and Target Profit

Pricing, Pre-emptive pricing

Extinction pricing , Penetration pricing etc. But in the current

Market in our country the car paint companies follows

Penetration Pricing Policy.

Penetration pricing: involves the setting of lower, rather

than higher prices in order to achieve a large, if not

dominant market share.

This strategy is most often used businesses wishing to enter

a new market or build on a relatively small market share.

This will only be possible where demand for the product is

believed to be highly elastic, i.e. demand is price-sensitive

and either new buyer will be attracted, or existing buyers

will buy more of the product as a result of a low price.

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A successful penetration pricing strategy may lead to large

sales volumes/market shares and therefore lower costs per

unit. The effects of economies of both scale and experience

lead to lower production costs, which justify the use of

penetration pricing strategies to gain market share.

Penetration strategies are often used by businesses that

need to use up spare resources (e.g. factory capacity).

A penetration pricing strategy may also promote

complimentary and captive products. The main product may

be priced with a low mark-up to attract sales (it may even

be a loss-leader). Customers are then sold accessories

(which often only fit the manufacturer’s main product) which

are sold at higher mark-ups.

Price of the products varies due to types of product,

components of the product. In the case of silver paints it is

different because it is the brand company in Bangladesh

they do not consider on about their quality.

For maintain the quality, Thayer production cost going high

that why Thayer pricing rate of product is high then other

competitor. Normally retail price range of the paints is,

Toya paints 250-280 taka ,Belgium paints 220-250 taka ,

Solax paints 220 taka ,and other paints normal retail

price is 200 Taka .

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Silver paints selling Thayer product into the whole sale

market as well as .In this market they giving 2-5 percent

commission to whole sealer.

Silver paints limited is market leader of the car paints

market they have 62% market in the current market . That’s

why SPL frequently change Thayer pricing strategy into the

market for beating competitor product.

In the below the market share of car paints given below with

the graph;

PLACE (Distribution Policy)

other

22%

16%

AOUTOPLUS PAINTS

62%

SILVAR PAINTS LIMITED

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Introduction

Place (or "distribution") is the fourth traditional element of

the marketing mix. The other three are Product, Price and

Promotion.

The Nature of Distribution Channels

Most businesses use third parties or intermediaries to

bring their products to market. They try to forge a

"distribution channel" which can be defined as

"All the organizations through which a product must

pass between its point of production and

consumption"

Functions of a Distribution Channel

The main function of a distribution channel is to provide a

link between production and consumption. Organizations

that form any particular distribution channel perform many

key functions:

Information Gathering and distributing market research

and intelligence - important for marketing

planning

Promotion Developing and spreading communications

about offers

Contact Finding and communicating with prospective

buyers

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Matching Adjusting the offer to fit a buyer's needs,

including grading, assembling and packaging

Negotiation Reaching agreement on price and other

terms of the offer

Physical

distribution

Transporting and storing goods

Financing Acquiring and using funds to cover the costs

of the distribution channel

Risk taking Assuming some commercial risks by

operating the channel (e.g. holding stock)

All of the above functions need to be undertaken in any

market. The question is - who performs them and how many

levels there need to be in the distribution channel in order to

make it cost effective.

Silver paints limited have also a distribution policy. They

flows two types of distribution channel which is called

"indirect-marketing channels".

This is show in beneath with a diagram ;

(1)

Customer/

Consumer Wholesaler Company Retailer

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(2)

First distribution channel policy: silver paints limited at

the first stage are of distribution policy is simple as our

traditional distribution policy .Where contains two

intermediary levels - a wholesaler and a retailer. A

wholesaler typically buys and stores large quantities of

several producers’ goods and then breaks into the bulk

deliveries to supply retailers with smaller quantities. For

small retailers with limited order quantities, the use of

wholesalers makes economic sense. Basically SPL use this

policy in the out side of Dhaka .They deliver Thayer product

through the cargo travels to the wholesaler or distributor.

And the traveling cost of the product bear the wholesaler.

Second distribution policy: silver paints limited as well as

use modern distribution policy, it contains one intermediary.

In consumer markets, this is typically a retailer. SPL

basically used this channel in the Dhaka city .but interesting

Customer/ Consumer Retailer Company

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matter is that in this market they sale their total sealing

seventy percent .Here SPL bear traveling cost.

Market Location: Silver paints limited selling their product

into the Dhaka and out side of the Dhaka .basically car paint

market in the Dhaka city near the car workshop, it is

Eskaton ,Mogbazar ,sydabad ,Mohammadpur etc. And it

distribute by the wholesaler out side the Dhaka such as

Chattagong ,khulna ,sylhet,some other division.

PROMOTION

Introduction

It is not enough for a business to have good products sold at

attractive prices. To generate sales and profits, the benefits

of products have to be communicated to customers. In

marketing, this is commonly known as "promotion".

Promotion is all about companies communicating with

customers.

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A business' total marketing communications programmed is

called the "promotional mix" and consists of a blend of

advertising, personal selling, sales promotion and public

relations tools. In this revision note, we describe the four

key elements of the promotional mix in more detail.

It is helpful to define the four main elements of the

promotional mix before considering their strengths and

limitations.

(1) Advertising

Any paid form of non-personal communication of ideas or

products in the "prime media": i.e. television, newspapers,

magazines, billboard posters, radio, cinema etc.

In the case Silver paints limited advertised Thayer product

through billboard ,posters and sticker which is paste near

the auto car workshop and car paint shop.

(2) Personal Selling

Oral communication with potential buyers of a product with

the intention of making a sale. The personal selling may

focus initially on developing a relationship with the potential

buyer, but it will always ultimately end with an attempt to

"close the sale".

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At this end Silver paints does not go with personal selling.

(3) Sales Promotion

Providing incentives to customers or to the distribution

channel to stimulate demand for a product. Sales promotion

is commonly referred to as “Below the Line” promotion.

Sales promotion can be directed at:

• The ultimate consumer (a “pull strategy” encouraging

purchase)

• The distribution channel (a “push strategy” encouraging

the channels to stock the product). This is usually known as

“selling into the trade”

The silver paints limited in generally follow the PUSH

STRATEGY .beside this they also giving price promotion to

the distribution channel. These offer either a discount to the

normal selling price of a product, or more of the product at

the normal price.

(4) Publicity

The communication of a product ,brand or business by

placing information about it in the media without paying for

the time or media space directly. It is known as "public

relations" or PR.

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Silver paints limited maintain "public relations" through

product using feedback

Recommendations:

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Although it is premature to say definite conclusion, we

can identify some factors contributing to the success in

developmental impact and financial sustainability of Silver

paints limited. A number of key issues tie into and have an

impact on sustainability. Some recommendations to make

the Silver paints limited for a successful industry as well as

to help it to sustain for a longer period are furnished here.

There is no order of importance to the factors discussed

below.

BUILD RESEARCH & DEVELOPMENT DIVISION

Silver paints limited has to create new research

and development division .because recent year the

competition car paint market increase for huge demand.

Beside that customer has choosing power increased and

they are now more conscious about quality.

TRAINING TO THE MARKETAR

An immediate plan for training to the marketer is badly

needed. Most of the marketer thinks that they will be able

to attract more than double customers if they are provided

with proper training. And it also that they should consider

about their marketing policy where need efficient and skill

marketer into the market.

LINKAGE BETWEEN THE SUPPLY AND DEMAND-SIDE SECTORS

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Linkage between the supply and demand-side sectors is

sensitive for Silver paints limited .because it is related to the

full filled of customer demand sometime it looking unstable

where it is very essential to buildup linkage between supplier

and marketer. They have to develop Thayer Supply chain

management system as well as connectivity with the local

customer.

WILLING TO TAKE ON APPROPRIATE FINANCIAL RISK

Silver paints limited should be willing to take on

appropriate financial risk for new product development. The

risk is lessened if they have clear goals, comprehensive

business plans, a broad range of services, and a strong

client base (both public and private sector).

COMBINATION OF LOCAL OWNERSHIP AND MANAGEMENT AND

EXTERNAL INVESTMENT

A combination of local ownership and management and

external investment is critical. In this regard, a franchised-

based system represents a viable model for sustainability. In

that case silver paints limited should build investment policy

for local share investor with registering in Dhaka stock

exchange.

GOVERNMENTS SUPPORT

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In the car paint sector Government do not give any

support to expand this business. But this sector saves billion

taka for Bangladesh. Government and Banks should give

allocate loan for expand this sector

CONCLUSION

There are a great scope for exploring new market for

car paints ownership and financing, and interest in doing

that will obviously be growing among private-sector car

paint & accessories technology players once they find it as a

successful one. Though some of the market are not

generating enough income to sustain in the long run, this is

not the time to say that those are not going to work on

those places ever. May be the significant demand for car

paint related Product at that local level. Some product of

Silver paints are struggling with issues of self-sustainability,

are pioneering in this field and will continue to play an

important role in testing new Product and applications,

creating awareness, and incubating ideas for generating new

product .

In conclusion I can say that the future of the Silver

paints appears is bright if they conscious about their product

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Branding and its quality. They also have guaranteed funding

for extension to several sites in the next year, and further

technology upgrades, and a project fund to foster new

initiatives.

REFERENCES

1. Kotler Philip, Armstrong Gary, Principles of Marketing,

2008, twelfth edition, Pearson Education Inc

2. Malhotra K. Noersh , Marketing Research, 2008, Fifth

Edition, Pearson Education Inc,

3. Hoffman K. Doglas, Bateson E. Jhon Service Marketing-

Concepts, Strategies & Cases, 2007 , 3rd Edition,

Thomson Corporation

4. Clow E. Kenneth, Baavk Donald, Integrated Advertising,

Promotion & Marketing Communication, 2008, 3rd Edition,

Pearson Education Inc,

5. Czinkota R. Michael, Ronkainen A. Likka, International

Marketing, 2007, , 8th Edition, Thomson Corporation,

6. http://tutor2you.com accessed on May 04, 2009

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