The internal marketing practices at Berger Paints Bangladesh Limited (BPBL): strengthening employee engagement and organizational cconsistency

Abstract

This internship report examines the internal marketing practices at Berger Paints Bangladesh Limited (BPBL), focusing on employee engagement and organizational consistency. The research was conducted over a 3-month internship period using a combination of direct observation, surveys, and interviews with HR officials and departmental managers. The study finds that BPBL’s internal marketing practices—such as structured training programs, open recognition systems, and multi-channel communication—play a significant role in enhancing employee engagement. However, challenges such as workload management, cross-departmental collaboration, and retention of young talent were identified as areas for improvement. The recommendations emphasize enhancing cross-departmental integration, providing more learning opportunities through digital platforms, and introducing conditional work arrangements to further promote employee engagement and satisfaction. The study also suggests implementing a clear prioritization of short-, medium-, and long-term actions to strengthen organizational consistency and improve employee retention. BPBL, on the other hand, has the problem of workload management, cross departmental work and retaining young talent. The other suggestions are enhanced cross-departmental integration, availability of more learning opportunities through digital platforms, and implementation of conditional working arrangements that can further promote engagement. To sum up, the inner marketing systems of the BPBL work well in improving the work. performance of its employees, consistency of the employees and the organization and assisting it to maintain its position of market leadership in the Bangladesh market of paints and coatings.