Hossain Md.

Mahmud

12-95462-1

SQUARE CONSUMER PRODUCTS LIMITED

We are committed to excellence

Introduction:
Square Consumer Products Limited has started its journey in 2001 as a member of Square Group, the leading corporate house in Bangladesh. Within a short span of time, it has been able to create a strong foothold in the market through its quality products and customer services. For its obsession with quality management, the company had obtained the international quality standard ISO 9001 in 2005. Strong commitment to quality, adoption of advanced technology, stress on human resource development, focuses on continuous improvement and introduction of new products for the growing markets have given the company a decisive position in the industry. Recently the company achieved ISO 22000 for its food safety management system.

Square Consumer products Limited have introduced three popular brands in the market namely Radhuni, Ruchi and Chashi. Radhuni is the flagship brand of the company. Just after its introduction, Radhuni drew the attention of housewives who demanded convenience and time saving cooking. The product range of Radhuni is enriched with basic spices, mixed spices, cereals & pulses based products, edible oil and dairy. On the other hand, Ruchi is providing ready-to-eat snacks like Chanachur, Fried Dal, Banana Chips, Jhuribahja, Peanut, Chutney, Pickles and Honey. Ruchi has won the heart of the youngsters for its healthy, tasty & innovative ground breaking products. The new brand of the company, Chashi is the landmark of those products which are collected directly from the farmers having the indigenous essence & freshness.

The company assures to meet the increasing demand for quality products both at home & abroad. The products with international standards are being exported to more than 22 countries. Dedication to quality, innovative products, customer service & reasonable price has given the company a unique position in the food market.

STP: STP mainly indicates that Segmentation, target & positioning. All marketing strategies
depend on STP. STP is very essential to run the business properly. Square Consumer Products Limited segment the market based on their products. After segmentation then they sell their products in the target market. Square Consumer Products Limited classified their target market in two
ways. a) Urban Market b) Rural Market

At the initially their target market was urban area but right now they try to capture the rural area. For Radhuni Spices urban people's demand is big size package. Urban people mainly prefer to buy big size spices package as they can cook easily. On the other hand rural people demand's mini size spices package. They don't use package spices daily & they can't spend much money in buying package of spices. Because in rural area they mainly use natural way spices. Positioning is the act of designing companys offering & image to occupy a distinctive place in the mind of target market.

Marketing Mix Analysis:

Product: Square Consumer Products Limited is one of the largest food processing companies in Bangladesh. They produce various types of products .They always try to maintain good quality products with international standards ISO 9001:2000, ISO 22000 Certificates. As a result they are exporting their products more then 22 countries. Their main consumer products are 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.). Dedication to quality, innovative products, has given the company a unique position in the food market.

Price: Square Consumer Products Limited charge reasonable price for their products. They always try to give their consumers good quality products with reasonable price. Because they know that in our country most of the people are poor. To set the price, the company goes for the market test to get the
feed back like what is the highest price the consumers are ready to pay for a particular product. After getting this feed back, the price of the other existing products are also taken into consideration. Before charging the price Square Consumer Products Limited also thinks about their production cost,

transportation cost, raw material cost, market demand, competitor price & consumers purchasing affordability etc. Place: Square Consumer Products Limited follows an intensive marketing strategy as they can distribute their product the whole country. By following intensive marketing strategy they try to achieve their organizational goals. They have strong distribution network from Teknaf to Tetulia. As a result their products are available in our country both rural & urban area. Consumers always get extra benefit
from Square.

Promotion: Square Consumer Products Limited promoted their products in various ways. In every year they spent huge amount of money for promotional activities. Square Consumer Products Limited believes that communicating the right message to the consumers will increase the sales. They promote their product by Television Advertisement. Their target consumers are urban women in this case, uses of television for advertise will be very effective. By Television advertisement their product promotion increases very rapidly. Square Consumer products Limited follow some other promotional activities like Sales promotion by representing of salesman, Billboard advertisement in big cities. Billboards are also very effective media & Newspaper advertisement etc.

CSR: CSR means Corporate Social Responsibilities. Square Consumers Products Limited also
does some social responsibility like Square giving scholarship for better future recently they give 1
million as a scholarship. They give many awards like Meril-Prothom alo award, it is very popular. They have orphanage in Pabna. They look after poor people there.

CRM: Square Consumer Products Limited customer relationship management (CRM) involves
using technology to organize, automate, business processes principally sales activities, the company do these for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Every year Square Consumer Products Limited arranges Radhuni Shestreter Loray. By this competition they select the winner & give 1 lack taka prize money. By this program they want to know their consumer that if consumer uses their product then it will give awesome taste. Square Consumer Product Limited tries to follow these strategies.

BCG Matrix:
Square Consumer Products Limited use BCG matrix to identify the deference amount there products. Those are given below:

Question Mark: Chashi Rice Cash Cow: Ruchi Products

Stars : Radhuni Spices Dogs : Banana Chips

SWOT Analysis:
Square Consumer Products Limited SWOT analyses are given below:

Strength

Weakness

20 million local people are consumer of Square products. Introducer & market leader Hugh capital Strong brand image

Price is cooperatively high Consumers are mainly town people

Local company

Opportunities

Threats

Villagers is still waiting to consume their product

Lots of New player is coming Price hike Political Instability

Demand of International Market Fast moving goods Government is giving cash incentives

Financial Data:

Square Consumer Product Limited is one of the largest food processing companies in Bangladesh.
Yearly turnover of Square Consumer products Limited is over 1 billion Bangladeshi Taka.

Success:
After establishment Square Consumer Products Ltd has accomplished goodwill in our country as well as others country. Square Consumer products are one of the largest food processing company in Bangladesh employing almost 2000 employees. Yearly turnover is over 1 billion Bangladeshi Taka. They have ISO & HACCP certification & export their brands to over 20 countries. Square brand Radhuni enjoys over 65% market share in the packaged spices market & they have a strong line of snacks products. Square are now in a position to expand their product line & thus looking for new profitable business opportunities in the food sector. These are listed below:

Year 2001: Square Consumer products Limited introduced Radhuni & Ruchi in July, 2001 in the market. Products at the time of launching were Chilli Powder, Turmeric Powder, Coariander Powder & Ruchi Chanachur (Regular). Year 2002: Square consumers Products Limited started exporting to South Korea.

Year 2005: The company obtained ISO 9001:2000 certifications for its Quality Management System. SME Award 2005 for Best Medium / Corporate Management.

Year 2009: Square Consumer Products Limited introduced its third brand Chashi in July, 2009

Year 2010:
The company obtained ISO 22000 certification for its food safety management systems

requirement for organization in food chain.

Questions:

How Square Consumer Products Limited can increase their market share in rural area?

How Square Consumer Products Limited can overcome the weakness?

What are main successive factors of Square Consumer Products Limited?

Which helped Square Consumer Products Limited to make Standard product?

Why Square Consumer Products Limited more focuses on Radhuni ?

References:

Website of the company ( www.squarefoods.com.bd) www.wikipedia.org/wiki/strategic_group www.google.com.bd