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 terms 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,

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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-

• Ruchi Chips
• Ruchi Chanachur
• Ruchi Fried Dal
• Ruchi Salted Peanut
• Ruchi Mouth Freshner

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 • Ruchi Mango Pickle

Sunfill-

List of Radhuni Product

Radhuni Chilli Radhuni Turmeric Radhuni Coriander

Radhuni Cumin Radhuni Meat Curry Masala Radhuni Fish Currry Masala

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Radhuni Garam Masala Radhuni Haleem Mix Radhuni Chatpati Masala

Radhuni Biryani Masla Radhuni Panch Foron Radhuni Kheer Mix

Radhuni Kasundi 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

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 • 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 Cucumber Soap

Meril Splash Fresh Peach Soap Meril Splash Fresh Turmeric Soap

• Meril Protective Care:

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 Meril Petroleum Jelly Meril Lip Gel

Meril Glycerin 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 powder

Meril Baby Oil 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 Shaving Cream (Monsoon)

Kool After Shave Gel Kool After Shave Lotion

Kool deodorant Body Spray

Senora:

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 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:

Saaf dishwashing Liquid Saaf dishwashing Powder

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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,

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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 Price (MRP)

Radhuni Meat & Fish Curry Masala 85tk & 55tk
Radhuni Garam Masala 70tk
Radhuni Chatpati Mix 62tk
Radhuni Biryani Mix 65tk
Radhuni Panch Foron 14tk
Radhuni Kheer Mix 110tk
Radhuni Kashundi 80tk
Radhuni Masterd Oil(1ltr) 300tk
Radhuni Borhani Masala(50g) 58tk
Radhuni Halim Mix(195g) 85tk
Radhuni Kabab Masala(50g) 45tk
Radhuni Ghee(200g & 500g) 395tk & 700tk
Ruchi Chanachur(400g) 75tk
Ruchi Fried Dal(25g) 6tk
Ruchi Salted Peanut(25g) 6tk
Ruchi Mango Pickle(200g) 145tk
Ruchi Chips 10tk

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

Product name Price (MRP)

Meril Splash Beauty Soap 35tk
Meril Splash Fresh Lemon Soap 30tk
Meril fresh Turmeric Soap 30tk
Meril Fresh Peach Soap 30tk
Meril Fresh Cucumber 30tk
Meril Petroliuam Jelly 65tk
Meril Glycerin 40tk & 62tk
Meril Olive Oil 350tk
Meril Baby Kit 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 Advertisement:

As their target consumers are urban women in this case, uses of television for advertise 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
advertisement. 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 advertisement 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.

Advertisement for Squre Consumer

Garam masala Badam

chanachur

Dal tometo Dal vaja

halim mix

Advertisement 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 Advertisement:

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 Advertisement:

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As their targeted consumers are service holder women. So to position their product, they should
give advertisement on newspaper also. Here newspaper advertisement 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 high-
performance 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,
• Germany,
• 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

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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 advertisements 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
members 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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