Chapter One : Introduction of the Report 1.1: Company Background & History SQUARE CONSUMER PRODUCTS LTD. introduce itself as a member of SQUARE Group of Companies, a leading corporate house in Bangladesh engaged in manufacturing and marketing of pharmaceuticals, toiletries, consumer goods, textiles, spinning, knitting, packaging, printing etc. Their Flagship Company SQUARE PHARMACEUTICALS LTD has already achieved an ISO 9001 certification and holding the top position among all national and multinational pharmaceuticals companies in Bangladesh since 1985. SQUARE CONSUMER PRODUCTS LTD. have started producing and marketing intrinsic quality of powdered spices (Like chilli, turmeric,cumin and coriander), mixed spices and some ethnic snacks (Like Meat Curry Masala, Fish Curry Masala, Garam Masala, Haleem Mix, Chatpati Mix, Chanachur etc.) in of taste, flavor & texture. Beside these, their plan is manufacture and markets various food & beverage items very shortly. SQUARE TOILETRIES LTD. started its journey in 1988 with a single product as a separate division of SQUARE PHARMACEUTICALS LTD. In 1994, SQUARE TOILETRIES LTD. becomes a Private Limited Company. At present, STL is the country's leading manufacturer of international quality cosmetics and toiletries with over 50 products.

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Mission Statement SQUARE CONSUMER PRODUCTS LTD wants to be the world class food products manufacturer in Bangladesh by ensuring intrinsic quality products and customer service with state of the art technology and motivated employees. SQUARE TOILETRIES LTD. Attempt to understand the unique needs of the consumer and translate that needs into products which satisfies them in the form of quality products, high level of service and affordable price range in a unique way.

1.2: Objective of the Study Broad Objective “Marketing Mix (4 P’s) analysis & Competitors Evaluation: A study on SQUARE CONSUMER PRODUCT LTD. & SQUARE TOILETRIES LIMITED.” Specific Objective •

To find the goods and services of SQUARE that they offers to the target market at a price.

• To find the Pricing of SQUARE’s product.

• To find square consumer’s activities that make the product available to target customers.

• To find the square communication process

• To find the countries where they exporting • To find the competitors evaluation on chart.

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1.3: Limitations of the study In every research work there exist some limitations that the researcher faces while conducting different activities. In the process of the research work, we also faced certain limitations that hampered the actual findings and analysis of our research work. SQUARE is one of the largest company in our country. For our report work we go their head office in mohakali but they are very busy with their regular work. So, it becomes quite difficult for them to give time to the outsiders and also there are some rules and regulations so that we cannot get proper information of their company. As it is a big company so it’s quite difficult to collect all in formations with in short time.

Chapter Two : Methodology of the Study 2.1: Sampling Plan •

Sampling Procedure: The sampling procedure has been conducted on the deliberate

sampling method has used where the respondents and the interviewees are considered on our convenience and priority. •

Sampling Unit: In order to carry out the research work, the study was focused on

taking the interviews of the personnel involved in the Square Group. Number of respondents: 20 Age range: 20-50 Occupation: Student, teacher, housewife, service holder. Economic status: Higher middle class Geographic location: Gulshan, Baridhara, Banani, Dhanmondi, Santinogor.

2.2: Data Collection Techniques Questionnaire: we prepare some questions about SQUARE CONSUMER & TOILETORIES. We asked basically this questions who are teenager, house wife, young & older people, 3|Page

groceries, departmental store etc. Secondary Information: Secondary information has collected by reviewing websites and some articles printed time to time and other relevant documents.

2.3: Sources of Data Collection Primary: This data is collect from mass public. We interview some peoples, who use SQUARE’s product & give maximum parity of their comments. Secondary: Basically this report is research work. So maximum data we collect from different types of website.

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Chapter Three: Finding & Analysis 3.1: Product of SQUARE CONSUMER Square Consumer ltd has divided their product into three brands. Ruchi,Radhuni & Sunfill. Radhuni•

Radhuni Pure Spices

•

Radhuni Meat & Fish Curry Masala

•

Radhuni Garam Masala

•

Radhuni Chatpati Mix

•

Radhuni Biryani Mix

•

Radhuni Panch Foron

•

Radhuni Kheer Mix

•

Radhuni Kashundi

•

Radhuni Masterd Oil

•

Radhuni Borhani Masala

•

Radhuni Halim Mix

•

Radhuni Kabab Masala

•

Radhuni Ghee

•

Ruchi Chips

•

Ruchi Chanachur

•

Ruchi Fried Dal

•

Ruchi Salted Peanut

•

Ruchi Mouth Freshner

Ruchi-

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•

Ruchi Mango Pickle

SunfillList of Radhuni Product

Radhuni Chilli

Radhuni Cumin

Radhuni Turmeric

Radhuni Meat Curry Masala

Radhuni Coriander

Radhuni Fish Currry Masala

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Radhuni Garam Masala

Radhuni Biryani Masla

Radhuni Kasundi

Radhuni Haleem Mix

Radhuni Panch Foron

Radhuni Chatpati Masala

Radhuni Kheer Mix

Radhuni Pure Mustard Oil

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List of Ruchi Product

Ruchi Chips

Ruchi Chanachur

Ruchi Chanachur

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Ruchi Fried Dal

Ruchi Fried Dal (Tomato Seasoned)

Ruchi Salted Peanut

Ruchi Mouth

Freshener

Sunfill

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3.1.1: Product of SQUARE TOILETORIES Square Toiletries ltd has divided their product into these severel brands; Meril, Chaka, Jui, Kool, Magic, Freshgel, White Plus, Xpel Aerosol, Shakti, Chamak etc. Meril: •

Meril Splash Beauty Soap

•

Meril Petroleum Jelly

•

Meril Lip Gel

•

Meril Glycerin

•

Meril Revive Talcum Powder

•

Meril Revive Moisturizing Lotion

•

Meril Revive Moisturizing Cream

•

Meril Baby Lotion

•

Meril Baby Powder

•

Meril Baby Shampoo

•

Meril Baby Gel Toothpaste

Chaka: •

Chaka Washing Powder

•

Chaka ball Soap

Jui: •

Jui Coconut Oil 10 | P a g e

•

Jui hair Care Oil

Kool: •

Kool Shaving Cream

•

Kool After Shave Lotion

•

Kool After Shave Gel

•

Kool deodorant Body Spray

Senora: •

Senora Sanitary Napkin

•

Senora Confidence Sanitary Napkin

Magic: •

Magic Toothpowder

•

Magic Advanced Ghamachi Powder

Freshgel: •

Freshgel Greenmint Toothpaste

•

Freshgel Coolmint Toothpaste

White Plus: •

White Plus Toothpaste

•

White Plus Herbal toothpaste

Saaf: •

Saaf dishwashing Liquid

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•

Saaf dishwashing Powder

Spring: •

Spring Air freshner

Sepnil: •

Sepnil Handwash

Xpel Aerosol: •

Xpel Aerosol Insect Killer

Chamak: •

Chamak Fabric Cleaner

Select Plus: •

Select Plus Ketoconazole Shampoo

Shakti: •

Shakti Toilet Cleaner

Zerocol: •

Zerocal Tablet

•

Zerocal Sachet

Madina: •

Madina Attar

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•

Meril Splash Beauty Soap:

Meril Splash Fresh Melon Soap

Meril Splash Fresh Peach Soap

•

Meril Splash Fresh Cucumber Soap

Meril Splash Fresh Turmeric Soap

Meril Protective Care:

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Meril Petroleum Jelly

Meril Glycerin

•

Meril Lip Gel

Meril Olive Oil

Meril Revive:

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Meril Revive Talcum Powder

Meril Revive Moisturizing Cream

Meril Revive Moisturizing Lotion Meril Baby :

Meril Baby Shampoo

Meril Baby Oil

Meril Baby powder

Meril Baby Lotion

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Meril Baby Gel Toothpaste

Chaka:

Chaka ball Soap

Chaka Washing Powder

Jui:

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Jui Coconut Oil

Jui hair Care Oil

Kool:

Kool Shaving Cream(Frosty)

Kool After Shave Gel

Kool Shaving Cream (Monsoon)

Kool After Shave Lotion

Kool deodorant Body Spray Senora: 17 | P a g e

Senora Sanitary Napkin

Senora Confidence Sanitary Napkin

Magic:

Magic Toothpowder

Magic Advanced Ghamachi Powder

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Freshgel:

Freshgel Coolmint Toothpaste

Freshgel Greenmint Toothpaste

White Plus:

White Plus Toothpaste

White Plus Herbal toothpaste

Saaf dishwashing Liquid

Saaf dishwashing Powder

Saaf:

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Spring:

Spring Air freshner Sepnil:

Sepnil Handwash

Xpel Aerosol:

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Xpel Aerosol Insect Killer Chamak:

Chamak Fabric Cleaner Select Plus:

Select Plus Ketoconazole Shampoo

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Shakti:

Shakti Toilet Cleaner Zerocol:

Zerocal Tablet

Zerocal Sachet

Madina:

Madina Attar

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3.1.2: Product Quality RADHUNI powdered Spices are made from selected variety or crops and seeds. All essential volatile oils of the spices are kept intact with the modern grinding technology. Their powdered Spices ensure the taste and flavor of home grinded spices and can be used to prepare any of your desired dishes. SQUARE TOILETRIES LTD maintains a good product quality. All of the soaps have the main ingredient of Green Tea, which is widely used in therapeutic remedies because of the presence of anti-oxidants. Moreover, the natural ingredients are proved and tested by time and are trusted to deliver certain benefits. Chaka is the only ball soap in Bangladesh with moisture proof poly pack enriched with coco palm. Xpel aerosol is made from an effective formula that is potent against the buzzing threat of mosquitoes while causing no harm whatsoever to people. Senora sanitary napkins are made with high quality imported pulps which absorbs moisture and provide a constant feeling of dryness. This sterilized sanitary napkin has air laid paper and PPF that gives liberty to women to move freely without being worried about leakage.

3.1.3: Product Design & Packing Design & packing of product is very import. Maximum products are selling just for this. SQUARE CONSUMER’s products all are looking attractive & also fixed packing. SQUARE CONSUMER use lots of eye-catching colors for their packing design they also use Radhuni & Ruchi monogram in their packing for more attractive. SQUARE use plastic packet for more strong packing. But in some product they use paper box for packing.

SQUARE TOILETRIES’s products all are looking attractive & also fixed packing. They use lots of eye-catching colors. For their packing design they also use all products’ monogram in their packing for making it more attractive. SQUARE TOILETRIES use plastic containers (Magic Toothpowder, Saaf Liquid Dishwashing, Meril Revive Talcum Powder etc), tin container (Jui Coconut Oil, Kool Deodorant Body Spray, Meril Olive Oil, Spring Air Freshner etc) for more strong packing.. And in some product they use plastic paper boxes (Meril Splash Beauty Soap, 23 | P a g e

Chaka Washing Powder/Ball Soap, Zerocol Tablet, and Senora Sanitary Napkin) and plastic tube (White Plus Toothpaste, Fresh Gel Toothpaste, Meril Lip Gel etc)

3.1.4: Product Brand Name Basically SQUARE CONSUMER uses two types of brand name ‘Radhuni’ & ‘Ruchi’. ‘Radhuni’ brand name is use for powdered spices,. Actually this all product are use for kitchen. So that’s why SQUARE CONSUMER use that type of brand name. ‘RUCHI’ brand name is use for direct food product. SQUARE CONSUMER use this brand name in Chananur, Chips, Fried Dal etc. SQUARE TOILETRIES has 17 types of brand named; Meril, Chaka, Jui, Kool, Magic, Freshgel, White Plus, Xpel Aerosol, Shakti, Chamak, Senora, Madina, Zerocal, Select Plus, Spring, Sepnil, Saaf etc. For skin care they use the brand name Meril Revive, Meril Splash Beauty and Meril Protective Care. Because these name are related with skin care or protection. For oral care they use Magic, White Plus, Freshgel; for hair care they use Jui and Select Plus Shampoo; for male grooming they use Kool; for household care they use Saaf, Spring, Xpel and Shakti; for fabric cleaner they use Chamak, Chaka; for health & hygiene care they use Senora and Zerocal. They use these types of brand names because of the relevancy of the name with the products.

3.1.5: Product Size Product sizing, it’s create more value & more available in the market. For ‘RADHUNI’, Square does not maintain their product sizing. But for ‘RUCHI’, the company maintains their product size. As example meril shop there are three types mini, medium & family packed.

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3.2: List pricing of SQUARE CONSUMER LTD.’s Products

Product name Radhuni Meat & Fish Curry Masala Radhuni Garam Masala Radhuni Chatpati Mix Radhuni Biryani Mix Radhuni Panch Foron Radhuni Kheer Mix Radhuni Kashundi Radhuni Masterd Oil(1ltr) Radhuni Borhani Masala(50g) Radhuni Halim Mix(195g) Radhuni Kabab Masala(50g) Radhuni Ghee(200g & 500g) Ruchi Chanachur(400g) Ruchi Fried Dal(25g) Ruchi Salted Peanut(25g) Ruchi Mango Pickle(200g) Ruchi Chips

Price (MRP) 85tk & 55tk 70tk 62tk 65tk 14tk 110tk 80tk 300tk 58tk 85tk 45tk 395tk & 700tk 75tk 6tk 6tk 145tk 10tk

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3.2.1: List pricing of Square Toiletries LTD.’s Products

Product name Meril Splash Beauty Soap Meril Splash Fresh Lemon Soap Meril fresh Turmeric Soap Meril Fresh Peach Soap Meril Fresh Cucumber Meril Petroliuam Jelly Meril Glycerin Meril Olive Oil Meril Baby Kit

Price (MRP) 35tk 30tk 30tk 30tk 30tk 65tk 40tk & 62tk 350tk 995tk

Meril Baby Powder

95tk

Meril Baby Lotion

42tk, 70tk & 110tk

Meril Revive Moisturizing Cream

66tk

Meril Revive Moisturizing Lotion

105tk

Chamak Fabric Cleaner

45tk

Xpel Aerosol Insect Killer

380tk

Jui Coconut Oil

250tk

Jui Hair Care Oil

150tk

Kool Shaving Cream (Frosty)

85tk

Kool Shaving Cream (Monsoon)

85tk

Kool Aftershave Gel

85tk

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Kool Aftershave Lotion

150tk

Kool Blue Deodorant Body Spray

385tk

Shakti Toilet Cleaner

110tk

Chaka Washing Powder

80tk

Chaka ball Soap

25tk

Zerocal Tablet

350tk

Select Plus Shampoo

215tk

Freshgel Greenmint Toothpaste

95tk

Freshgel Coolmint Toothpaste

95tk

White Plus Herbal toothpaste

85tk

Saaf Dishwashing Liquid

105tk

Spring Air Freshner

195tk

Sepnil Hand wash

195tk

Madina Attar

250tk

3.3: Promotion By Promotion SQUARE CONSUMER & Toiletries are communicate with their new product for convince the target customers to buy it.

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Television ment: As their target consumers are urban women in this case, uses of television for is very effective. That means television has high reach media for this particular product and TV is the most common and effective way of communication. Though it is expensive, it is very effective. If a TV ad can be prepared properly then it can play a vital role to increase the popularity of the product. For television ad it is very important to choose the right time to deliver the ment. Usually women watch television at night 7:00 pm to 11:00 pm, when Bengali drama goes on and that is right time to show the ment of their product. Because at this time women watch drama and they are very fond of drama. Trough this, it is very easy for them to reach their potential buyers. ment for Squre Consumer

Garam masala chanachur

Badam

Dal tometo

Dal vaja

halim mix

ment for Square Toiletries

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Meril Splash

Meril Splash

Meril Splash

Fresh Gel

Sales Promotion: Sales promotion is crucial in attracting consumer. It can be of directly or via the intermediaries. Sales promotion is important to increase the sales. It is important to give incentives to intermediaries to make them satisfied. Otherwise they will switch the other brand. SQUARE

CONSUMER & Toiletries is giving retailers and wholesalers various type of sales promotion like – They give various types of incentives. Billboard ment: In the big cities, billboard ads are also very effective media. Women always roam around the city for shopping. So it is also very effective media to send their messages to the potential buyers. For billboards it is very important to choose the place of billboard. In the case of selecting a location for billboard ads they choose those locations where a woman goes usually. It can be near to the market places. In this way they build awareness in their target consumer’s mind. Billboard can be effective for this particular situation. Newspaper ment:

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As their targeted consumers are service holder women. So to position their product, they should give ment on newspaper also. Here newspaper ment can be effective for those women who has a job or busy with own business. Because these women read newspaper more than the typical house wife and every morning they must read newspaper. On the other hand some house wives also read women related pages in newspaper like – recipes for cooks, fashion pages etc. So it will be also helpful to send massage through newspaper to their target consumers.

3.4: Place SQUARE CONSUMER PRODUCTS LTD. is maintaining a strong distribution network in the country. At present a total no. of 112 (One hundred twelve) highly experienced Distributors are engaged to market their products throughout the country. SQUARE CONSUMER PRODUCTS LTD. is also the sole distributor of Coca Cola Far East Ltd. for SUNFILL powdered drink. SQUARE TOILETRIES LTD. is maintaining a strong distribution network in the country. Its products are available everywhere. At present a total no. of 156 highly experienced Distributors and senior officials of distribution and sales department of the company are engaged to market their products throughout the country. Generally we find these products in nearest grocery shop, general store, departmental store etc.

Export Market: SQUARE CONSUMER PRODUCTS LTD. widened its horizon by exporting and marketing its products abroad within one year from the date of its inception. SQUARE CONSUMER PRODUCTS LTD. is now strengthening its export operations on its way to becoming a highperformance global competitor by supplying quality food products at competitive price. Its products comply with international phyto-sanitaion requirements. Starting its first export to South Korea in 2002, the company is currently exporting to several countries to Europe, Far East, Middle East and countries like USA, Canada, Australia and Japan.

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Also Square Toiletries Ltd. is now exporting its products in – • • • • • • • • • • • • •

UK, , Australia, Malaysia, Myanmar, India, Bhutan, UAE, KSA, Bahrain, Qatar, Kuwait, Singapore

Square Consumer Competitors’ Profile

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•

Today understanding customer is crucial, but it is not enough. Companies gain competitive advantage by satisfying target consumer needs better than competitors do. Therefore it is important to know the competitors, their strengths and weakness and also the strategies of the competitors. First comes the competitors’ analysis or identifying competitors. At the narrowest level, there are a number of competitors competing in the market these are;

•

 BD  TIGER  ARKU  FRESH  PRAN  TATA  KWALITY, SHUSHADU, GRIHINI AND OTHERS

•

At a wider range of competition, the brand is challenged by local spice shop. It has been found that this type of producers altogether grab a substantial amount of market share. And it has achieved so much market share only on the basis of people’s tradition to consume spicy powder. And people’s attitude toward spicy powder led them to have a strong position in the market.

•

When we asked, the general people who usually do not like to have spicy powder, “what do you buy?”

•

They said “vangano masala”

•

When we asked, “Do u ever buy spicy powder?” They said “yes, when we don’t have any vangano masala in hand”. When we asked them to name a brand, with no hesitation they first mentioned the name of “RADHUNI”. Afterwards when they are given the option to name a few they have just added some names whatever came to their mind.

•

Until recently”RADHUNI” has been in the strong versus weak competitive position in the market. But recently few strong brands have entered in the market by which ”RADHUNI” is going to face a bit competitive situation especially from the PRAN group.

For Square Toiletries LTD.the main competitor is Unilever. It is also a threat for them because 32 | P a g e

Unilever is the leading toiletries company of our country. Another companies are-

•

Keya Cosmetics Ltd.

•

Aromatic Cosmetics Ltd.

•

Proctor and Gamble

•

Reckitt Benkiser bangladesh Ltd.

•

Delta Cosmetics LTD.

•

Kohinoor Chemical CO.

Since STL has about 17 brands so it is impossible for us to evaluate every brand's market share. So we have given only the Soap share of Square and other competitor's Soap share.

SI No.

Company

Yearly

soap

share

on

market toilet 1

Unilever BD LTD.

43.33%

2

Square Toiletries LTD.

6.66%

3

Keya Cosmetics LTD.

10.00%

4

Aromatic Cosmetics LTD.

6.66%

5

Delta Cosmetics LTD.

10.00%

6

Kohinoor Chemical CO.

10.00%

7

Marks & Allys LTD.

5.00%

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Chapter-Four: Suggestion In this chapter the team would suggest some recommendations to Square Group Ltd. to adopt more successful operation in Bangladesh. Since a huge portion of the rural poor people is demanding the product of Sqaure in recent days, they should expand their target market also towards the rural people. They should also conduct different promotional activities in rural fairs and socially responsible promotional activities to attract rural consumers and social awareness . They should have more Job opportunities for unemployed. They should introduce more world class products. For consumer item they can offer new product like Radhuni can offer packet polao rice, Ruchi can offer noodles etc to increase their sale. For toiletries, they have different skin type soap so now if they provide different types of beauty soaps for male and female soap under the same brand name it might increase their sales. Lastly, they can promote also another brand as “Dove” which Unilever has. That means consumer division can apply market development and toiletries division can apply product and brand development. And they should make ments and campaign through which they can attract the consumers to buy their product and stop using foreign products. These are the recommendations suggested by team to Square Group Ltd. to adopt for a more successful operation in Bangladesh with large market share.

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Chapter-Five: Conclusion The purpose of this paper has been to analyze the marketing mix of Square Group. Square is a very big business organization. Therefore, it’s very difficult on our part to analyze its each and every strategy precisely in this small study. There can be various ways through which a business organization can achieve success in the market, after scanning its external & internal environment and considering all alternatives, We have tried our level best to sort out the best way as per our thinking ability for Square to run ahead. But finally We can say this much that it has a large potential both in the short and long run due to its sound distinctive competencies.

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