Investigating the Current and Future Changes In The Wallpaper Industry Of Bangladesh : A Study On Berger Paints

Abstract

This research aims at investigating the wallpaper industry (painting and coating industry) of Bangladesh defining current and future trend in a study on Berger Paints. The research has been conducted by gathering and processing the secondary data. The positivism philosophy, and deductive approach has been followed in this secondary research. The research has defined several trends like green painting, 3D painting, and non-woven painting are the future trends in the wallpaper (painting and coating) industry and the defined current trends are the thematic painting, texture painting, and abstract design in painting apart from their functional benefit. PESTLE analysis has been suggested to define the trends that emerged from the indirect external factors and Porter’s five forces model has described the industry lucrativeness showing different forces that are shaping the trends. In the wallpaper and painting industry using the customisation option while purchasing has become a current trend because people tend to use colour banks when selects the colour and design in Berger Paints. From the internal analysis, it has been found that Berger Illusion is now belonging to the maturity stage for which the sales, demand of the products and the competition are at the top which indicates that using wallpapers and coating products is a contemporary trend among the target customers. The improved brand image, wide distribution network, long experience, and efficient workforce are the key sustainable competitive advantage of Berger Paints which definitely represents the company’s ability to meet both the changing needs and to adapt to the current trends. The brand should introduce a new product line responding to the market trend with the increasing need for 3D wallpaper or painting, green painting, and non -woven wallpaper or painting with the new product development strategy serving the same market they have already targeted with a different portfolio.

Keywords: Painting and coating industry of Bangladesh, Green painting, 3D Painting, Colour Bank, Competition in wallpaper industry, Berger Paints, non-woven wallpaper