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COURSE TITLE : Principles of Marketing COURSE CODE : MGT-221

SUBMITTED TO: Md.Hossen Miazee Lecturer,School of Business (SOB) UITS, Dhaka.

SUBMITTED BY:

Name ID Department

MD Asif 11330177 Business Studies

MD. Nizam Uddin 08310123 Business Studies

Md.Kawsar Alam 14310188 Business Studies

Mahedi Hasan 13510047 Business Studies

MD.Jahanur Alam 14310180 Business Studies

Square Consumer Products Limited, has started its journey in 2000 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.Square Food & Beverage Ltd. has 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 and edible oil. On the other hand, Ruchi is providing ready-to-eat snacks like Chanachur, Fried Dal, Banana Chips, Potato Crackers, Muri, Jhalmuri, Sauce, Ketchup, Jhuribhaja, 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 and freshness.

Introduction

We want to be the world-class food products manufacturer in Bangladesh by ensuring intrinsic quality products and customer services with state-of-the-art technology and motivated employees.

To continue to provide the very best of what the consumer wants To explore new segments of market and to cater to it To identify what the consumer needs and providing it to them To continue to assure intrinsic quality of hygienic food products with

authentic taste To enhance customers' standard of food habit To expand distribution network to make the products available at

customers' doorsteps To enhance the strength and skill of the organization that will

contribute to company's increasing growth both in domestic and global markets

Mission & Vision Statements

The study was confined to limited retailers and consumers only The duration of the study was restricted for 4 weeks only, which is

not sufficient to study the entire consumers and retailers in the market.

The analysis cannot be straight away used in decision making, as simple is very small when compared to the total consumers retailers in the market.

The survey is conducted only in Dhaka and Chittagong metro city area only. By which it is very difficult to know the actual market condition.

The present study deals with marketing strategy of Radhuni Brand only.

Limitation

Basic Spices

The RADHUNI Chilli powder is produced from the best varieties of red chilli, which delivers the desired red color & hotness. Capsaicin, the main flavoring compound for hotness and Capsanthin, the main coloring compound is blended in proper proportion to maintain the real taste of

chili. Available In15g,50g,100g,200g,400g,500g,1000g

Chilli Powder

RADHUNI Turmeric Powder guarantees the proper composition of curcumin and the turmeric's selected for processing are finest of their kind. As a result it gives the dishes an attractive golden color.

Available In15 g, 50 g, 100 g, 200 g, 400 g, 500 g, 1000 g

Turmeric Powder

Radhuni cumin powder is prepared from selected high-grade cumin to ensure fresh aroma of cumin and maintain the real taste in dishes.

Available In 50 g, 100 g, 150 g, 170 g, 200 g, 400 g, 500 g

Cumin

RADHUNI Coriander Powder has the distinct flavor and fragrance of coriander for your delicious preparations.

Available In 15 g, 50 g, 100 g, 200 g, 400 g, 500 g, 1000 g

Coriander Powder

Other Mix Masala

SWOT Analysis of Radhuni Basic Spices

Strengths: Weakness:

* Coming from the house of “ SQUARE”* SQUARE has the reputation in producing hygienic

and superior quality products.* RADHUNI has established itself as a household

name* Strong brand presence in the mind of the consumers

* Some consumers perceive our products to be of high price

* Retailers are not happy with the benefits that they offer

* Price gap with the open market is very noticeable.

Opportunities: Threats:

* Rise in middle class population * Consumers have more disposable income* Consumers are saying YES to good life styles. * People are more brand conscious* Consumers are now becoming conscious about their

well being.

* No entry barrier* The consumers are heavily influenced by Indian

Culture, if a reputed Indian company partners with a local company, the consumers will shift to the Indian Branded products

* Political Instability* Natural disasters

Food product development needs to be based on consumers' needs and wants to be successful. Like mass-individualization, globalization and an altered interpretation of the food quality concept by consumers. Radhuni Powdered Spice has become relevant in this respect.

Female lifestyle scenario changed then one decade before. At that time, maximum female was homemaker, stay all day at house, gossiping with neighbor, watch TV, supervise maidservant, pass time to collect whole spices from market and prepare food dishes.

These days unprecedented numbers of women are invading in different professions, they are well educated, concern about quality and nutritional value of product. Women also show greater concern about issues that directly affect the family and home life. They left at morning and return home at evening yet they want to take proper care of their family

Marketing Strategy to Overcome Problem

Product Strategy

Pricing strategy

Distribution Strategy

Promotional Strategy

Radhuni Strategy

Majority of the consumer believe that the price of Radhuni is high. Because of its quality. SFBL should consider value based pricing instead of competitive and cost based pricing.

To increase the efficiency of the dealers, SFBL can offer special trade promotions such as incentive, bonus, foreign tours etc, for the best performers.

The promotional effort of SFBL is satisfactory and it should be continued. At the same time, they can adopt creative advertising to differentiate their products from others.

Conducting frequent customer survey Developing new user group Launching new value adding products Identifying new overseas market for further increase in export SFBL need to increase their promotional expenses and it should execute the

action plan properly. SFBL need to increase the media presence to create new customer base and

remain in customer mind

Recommendations

In 2001, Square food and beverage Limited introduced Radhuni Basic Spice with a vision to provide quality “ready-to-cook” food ingredients for the housewives. Within a very short span of time, Radhuni Basic Spice drew attention of modern housewives those who had a latent demand for convenience and time-saving cooking. Dedication to quality has given Radhuni Basic Spice unique position in the market.

Radhuni Basic Spice considered as the pioneer in Branded spices. By ensuring taste, quality, attractive packaging & good coverage throughout the country, Radhuni has been getting a remarkable response from market. A year after its operation Radhuni Spice achieved the crown of the leader. Products ranging from Basic spices, mixed spices, Cereal & Pulses to Edible oil are currently available under the name of Radhuni.

Radhuni Basic Spice has been dominating branded spice market since 2003. Currently in branded powdered spice category, Radhuni is the brand leader. Radhuni achieved the crown of brand leader by offering superior quality of powdered spice and authentic taste. So it can be said that Radhuni has created the branded powder spice market. As consumers are shifting towards branded powdered spice, the market size of branded powder spice is increasing very fast.

Conclusion

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