Chapter-01

Introduction:

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1.1 Introduction:

Square Toiletries ltd. is one of the largest and leading FMCG company in Bangladesh with a
turnover of USD 75 million. The company is marketing 20 Brands in different segments like
health & hygiene, oral care, hair care, fabric care etc. Major Brands of the company are Jui,
Chaka, Senora, Magic, Meril Protective Care & Meril Baby. Square is also exporting its finished
products to 13 countries- UAE, Germany, UK, Australia, Malaysia etc.

Manufacturer of different cosmetic and toiletries product categories, Cosmetic Contract

Manufacturing & Packaging, Marketer of different cosmetic and toiletries product categories.

SQUARE today is a name not only known in the Pharmaceutical world, it is today a synonym of
quality- be it consumer product, toiletries, health products, textiles, agro vet products,
information technology and few more. All these were possible due to his innovative ideas,
tireless efforts, perseverance and dedication with self confidence which contributed to his
successful achievements. Now the name " SQUARE " inspires trust. Under his dynamic
leadership, SQUARE is set to continue its progress globally.

A enthusiastic work force and committed board members led by their chairman and backed by a
market oriented corporate strategy has been the keystone of their achievement.

I have mentioned the introductory background of the issuing company on the topic in the above
statement. Now I’m going to inflate the idea of the topic and it’s objectives.

The main theme of our topic is Integrated Marketing Communication. Direct connections with
carefully targeted individual customers to both obtain an immediate response and cultivate
lasting customer relationship.

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 The Promotion Mix of Square Group

In a career spanning across five decades, it has pioneered the development of the local business
in fields as diverse as Pharmaceuticals, Textile, Information Technology, Healthcare Products,
Food Products, Hospital etc. With annual turnover above US $ 450 million and with a workforce
more than 22,000, Square today is a true icon in Bangladesh business sector.

Square started out as a small scale pharmaceutical venture in 1958.It was a partnership effort of
four young and enterprising men whose determination and passion saw it through the turmoil of
the incipient period. By its fourth year, Square turned into a profit making organization.
 

Advertising

Edicated to make every effort to understand consumer needs to provide maximum

satisfaction and to achieve market leadership.
Strive to continuously upgrade manufacturing technology and to maintain optimum level
of quality measures in conformity with the international standard – ISO 9001: 2008.
Committed to achieve quality objective through continuous employee training and
maintaining congenial working environment

These are the vision Square for presenting their products quality. Square always believes in
customers satisfaction. Which is reflect strongly in their advertisements. We can notice that,
Square creates social awareness through their adds.

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Advertising can be traced back to the very beginning of record history. Archaeologists working
in the countries around the Mediterranean sea have drag up sings announcing various events and
offers. The Romans painted walls to announce gladiator fights and the Phoenicians painted
pictures promoting their wares on large rocks along parade routes.

Marketing management must make four important decisions when developing an advertising
problem.

Setting Advertising Objectives: An advertising objective is a specific

communication task to be accomplished with a specific target audience during a
specific period of time. Advertising objectives can be classified primary purpose –
whether the aim is to inform. Persuade or remind.
Setting the Advertising Budget: A brand advertising budget often depends on its
stage in the product life cycle. For example, new products typically needs large
advertising budgets to build awareness and to persuade consumers to try the products.
Developing Advertising Strategy: Advertising strategy consists of two major
elements- (1) Creating advertising message, (2) Selecting advertising media.
Evaluating Advertising Campaigns: The advertising program should evaluate both
the communication effects and the sales effects of advertising regularly. Measuring
the communication effects of an ad-copy testing – tells whether the ad is
communication well.

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 Sales Promotion:

They 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.To offer consumer products at affordable price by strictly maintaining uncompromising stance with
quality. With continuous R&D and innovation we strive to make our products complying with
international quality standards

Personal Selling
Being a part of the most admired local conglomerate of Bangladesh - Square Group, we have gained the
expertise and upheld somber eagerness in fulfilling your expectations with our quality product ranges
through utmost sincerity. We consider you as unique in terms of your needs, and to satisfy that we have
pooled a unique team of dedicated employee and stakeholder. Only for you we are relentlessly striving to
be "as unique as you".

To maintain a congenial working environment to build and develop the core asset of STL – its people. As
well as to pursue for high level of employee motivation and satisfaction.

To sincerely uphold the responsibility towards the government and society with utmost ethical
standards as well as make every effort for a social order devoid of malpractices, anti-environmental
behaviors, unethical and corruptive dealings.

Public Relation
Besides core business functions STL has long been taking active part in different philanthropic activities
like employment generation program for vulnerable community, financial aid to disadvantaged and
natural disaster affected people, helping acid victims, tree plantation, creating mass awareness on health
and hygiene issues, supporting in education and various local community programs and many more.

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 Zerocal World Health Day Rally

In 7th April world health day was observed in Bangladesh like many other countries. This year the main
theme of the world health day was ‘Urbanization and Health’. On this occasion Ministry of Health, BMA
and other organizations took different arrangements to celebrate the way.

Direct Marketing

To treasure consumer understanding as one of our most valued assets and thereby exerting every effort to
understand consumers' dynamic requirements to enable us in offering maximum satisfaction.

'Meril Baby Adore Gora Bhobishshot 2010' closes with a spectacular award distribution
ceremony

The ‘Meril Baby Adore Gora Bhobishshot 2010’ program initiated by Meril Baby, a brand of Square
Toiletries Limited, concluded on Friday, June 24th with a memorable award ceremony. The gala function
and award declaration took place at the Winter Garden in Hotel Ruposhi Bangla. The first and second
winners of the program were awarded with education insurances worth Tk. 10 lac and Tk. 5 lac
respectively. 

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The spectacular and unforgettable annual Meril Prothom Alo Awards once again awed the audience. The
event took place at Bangabandhu International Conference Centre on 29th April, 2011

The Meril Prothom Alo Awards is well-known and widely regarded as one of the most prestigious award
shows of the nation. The purpose of the show, as always, was to award those nominees of Meril Prothom
Alo Taroka Jarip who were voted winners by the people of Bangladesh

In this event the managing director of Square Toiletries Limited Mr. Anjan Chowdhury gave his
pre recorded speech, where he appreciated the retailers' cooperation and coordinated efforts to
the journey of Square Toiletries Limited. He also expressed his wish for the Square & other local
companies, which can represent Bangladesh as a potential brand in front of the world
community.

At the same time marketing communication goes beyond these specific promotion tools. Thus,
although the promotion mix is the companies primary communication activity, the entire
marketing mix-promotion and production, price, and place – must be coordinated for greatest
communication impact.

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 CHAPTER-02
Conceptual Issues

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2.1 The Promotion Mix
The promotion mix is the marketer’s beg of tools for communicating with customers and other
stakeholders. All of these many tools must be carefully coordinated under integrated marketing
communication in order to deliver a clear and compelling message.

A company’s total promotion mix also called its marketing communication mix consists of the
specific blend of advertising, public relations, personal selling, seals-promotion and direct
marketing tools. Which the company uses to persuasively communicate customer value and
build customer relationships. Definitions of five major tools are shown bellow-

Advertising: Any paid form of non personal presentation and promotion of ideas, goods
or services by an identified sponsor.
Sales promotion: Short-term incentives to encourage the purchase or sale of a product or
service.
Personal selling: Personal presentation by the firm’s sales forces for the purpose of
making sales and build customer relationships.
Public relation: Building good relations with the company’s various publics by obtaining
favorable publicity, building up a good corporate image and handling or heading off
unfavorable rumors, stories and events.
Direct marketing: Direct connection with carefully targeted individual customers to both
obtain an immediate response and cultivate lasting customer relationship.

2.2 Integrated Marketing Communication

In the past decades, marketers perfected the art of mass marketing-selling highly standardized
products to masses of customers. In the process, they developed effective mass-media
communications techniques to support these strategies. Large companies now routinely invest
millions or even billions of dollars in television, magazine or other mass-media advertising,
reaching tens of millions of customers with a single ad.

Today, however, marketing managers face some new marketing communications realities.
Perhaps no other area of marketing changing so profoundly as marketing communications,
creating both exciting and scary time for marketing communications.

The need for integrated marketing communications (ICM):

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The shift toward a richer mix of media and communication approaches poses a problem for
marketers. Customers today are bombarded by commercial messages from a broad range of
sources. But customers don’t distinguish between message sources the way marketers do. In the
customer’s mind, messages from different media and promotional approaches all become part of
single message about the company. Conflicting messages from these different sources can result
in confused company images, brand position and customer relationship.

Today, more companies are adopting the concept of integrated marketing communication (IMC).
Under this concept, as illustrated in flowing figure , the company carefully integrates its many
communications channels to deliver a clear, consistent and compelling message about the
organization and its brands.

Carefully blended mix of promotion tools

Consistent, clear
,compelling company
and brand messages.

Fiure|
1:Integrated marketing communication

2.3 A View of The Communication Process

Integrated marketing communications involves identifying the target audience and shaping a
well-coordinated promotional program to obtain the desired audience response. Too often,
marketing communications focus on immediate awareness, image, or preference goal in the
target market. But this approach to communication is too shortsighted. Today, marketers are
moving toward viewing communications as managing the customer relationship over time.
Because customers differs, communications programs need to be developed for specific

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 segments, niches and even individuals. And, the new interactive communications technologies,
companies must ask not only, “How can we reach our customer?” but also, “How we can find
ways to let our customers reach us?”

Thus the communications process should start with an audit of all the potential touch points that
target customers may have with the company and its brands.

To communicate effectively, marketers needs to understand how communication works.

Communications involves nine elements shown in figure-2.Two of these elements are the major
parties in a communications- the sender and the receiver. Another two are the major
communication tools- the message and the media. Four more are major communication functions
– encoding, decoding, response and feedback. The last element is the noise in the system. This
communication tools are applied to a MacDonald’s “I’m loving it” television commercial.

Message Decoding Receiver

Sender Encoding
Media

Noise

Feedback Response

Sender’s field of experience Receiver’s field of experience

Figure|2: Elements in the communication process.

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 2.4 Steps in Developing Effective Marketing Communication
We now examine the steps in developing an effective integrated communications and promotion
program. Marketers must do the following : Identify the target audience, determining the
communication objectives, design a message, choose the media through which to send the
message, select the message source and collect feedback.

 Identifying the Target audience: A marketing communicator starts with a clear target
audience in mind. The audience may current or potential buyers, those who make the
buying decision or who influence it. The target audience will heavily affect
communicator’s decision what will be said, how it will be said, when it will be said,
where it will be said and who will say it.
 Determining the Communication Objective: Once the target audience defined, the
marketers must decide what response they seek. Of course, in many cases, they will seek
a purchase response. But purchase may be only the result of a long customer decision-
making process. The marketing communicator needs to know where the target audience
now stands and what stage it needs to be moved. The target audience may be in any of six
buyer-readiness stages, the stage consumer normally pass through on their way to
making purchase.

A goal of marketing in general and of

marketing communications in particular is to
move target customers through the buying
process.

Awareness Liking Preference Conviction Purchase

Knowledge

Figure|3: Buyer-Readiness Staes

 Designing a Message: Having defined the desired audience response, the communicator
turns to developing an effective message. Ideally, the message should get attention, hold
interest, arouse desire and obtain action (a framework known as the AIDA model). In
practice, few message take the consumer all the way from awareness to purchase, but the
AIDA framework suggests the desirable qualities of a good message.

Message Content: The marketer has to figure out an appeal or theme that will produce the
desired response. There are three types of appeals: rational, emotional and moral.

Message Structure: Marketers must also decide how to handle three message structure issues.
The first is whether to draw a conclusion or leave it to audience. The second message structure

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issue is whether to present the strongest arguments first or last. The third message structure issue
is whether to present a one-sided argument or a two-sided argument.

Message Format: The marketing communicator also needs a strong format for the message.

 Choosing Media: The communicator must now select channels of communication. There
are two broad types of communication channels- personal and nonpersonal.
a) Personal Communication Channels:

In personal communication channels, two or more people communicate directly with each other.
They might communicate face to face, on the phone, through mail or email, or even through an
internet “chat”. Personal communication channels are effective because they allow for personal
addressing and feedback.

b) Non personal communication channel:

Non personal communication channels are media that carry messages without personal contact or
feedback. They include major media, atmosphere and events. Major media include print media
(newspapers, magazines, direct mail), broadcast media (radio, television), display media
(billboards, signs, posters) and online media (e-mail, company web sites, online social and
sharing networks).

 Selecting the Message Source: In either personal or non personal communication, the
message’s impact on the target audience is also affected by how the audience views the
communicator. Messages delivered by highly credible source are more persuasive. Thus
many food companies promote to doctors, dentists, and other health care providers to
motivate these professionals to recommended their products to patients. And marketers
hire celebrity endorsers-well known athletes, actors, musicians, and even cartoon
characters-to deliver their message.
 Collecting Feedback: After sending the message, the communicator must research its
effect on the target audience. These involves asking the target audience member whether
they remember the message, how many times they saw it, what points they recall, how
they felt about the message, and their past and present attitude toward the product and the
company.

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 2.4 Promotion Mix Strategies
Marketers can choose from two basic promotion mix strategies- push promotion or pull
promotion. Figure-4 contrasts the two strategies. The relative emphasis on the specific
promotion tools differs for push and pull strategies.

 Push strategy: A promotion strategy that calls for using the sales force and trade
promotion to push the product through channels. The product promotes the product to
channel members who in turn it to final consumers.
 Pull strategy: A promotion strategy that calls for spending a lot on advertising and
consumer promotion to induce final consumer to buy the product, creating a demand
vacuum that “pulls” the product to the channel.

Figure|4: Push versus Pull Promotion Strategy

In a pull strategy the company promotes directly to final

consumer, creating a demand vacuum that “pull” the product
Push strategy through the channel.

Producer Retailers and Consumers

wholesaler

In a push strategy,
the company
“push” the
product to reseller
who in turn ‘push’
it to customer. Producer Retailers and Consumer
wholesaler

Pull strategy

The shift toward a richer mix of media and communication approaches poses a problem for
marketers. Customers today are bombarded by commercial messages from a broad range of
sources. But customers don’t distinguish between message sources the way marketers do. In the
customer’s mind, messages from different media and promotional approaches all become part of

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single message about the company. Conflicting messages from these different sources can result
in confused company images, brand position and customer relationship.

In developing advertising strategies and programs, the company must address two
additional questions. First, how will the company organize its advertising function-which will
perform which advertising task? Second, how will the company adapt its advertising strategic
and programs to the complexities of international markets?

International Advertising Decisions:

International advertisers face many complexities not encountered by domestic

advertisers. The most basic issue concerns the degree to which global advertising should be
adapted to the unique characteristics of various country markets.

Founders Profile:

Mr. Samson H Chowdhury

(1925-2012)

Mr. Samson H Chowdhury was born on 25 September, 1925. After

completing education in India he returned to the then East Pakistan
and settled at Ataikula village in Pabna district where his father was
working as a Medical Officer in an outdoor dispensary. In 1952, he
started a small pharmacy in Ataikula village which is about 160 km
off capital Dhaka in the north-west part of Bangladesh. Mr. Samson H
Chowdhury then ventured into a partnership pharmaceutical company with three of his friends in
1958. When asked why the name SQUARE was chosen he remembers - "We named it SQUARE
because it was started by four friends and also because it signifies accuracy and perfection
meaning quality" as they committed in manufacturing quality products. Now that small company
of 1958 is a publicly listed diversified group of companies employing more than 28,000 people.
The current yearly group turnover is 616 million USD.

SQUARE today is a name not only known in the Pharmaceutical world, it is today a synonym of
quality- be it consumer product, toiletries, health products, textiles, agro vet products,

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information technology and few more. All these were possible due to his innovative ideas,
tireless efforts, perseverance and dedication with self confidence which contributed to his
successful achievements. Now the name " SQUARE " inspires trust. Under his dynamic
leadership, SQUARE is set to continue its progress globally.

Milestones: SQUARE
1964: Converted into a Private Limited Company
 
1974: Technical Collaboration with Jans 
1958: Debut of Square Pharmaceuticals as a partnership farm
 
sen Pharmaceutica, Belgium, a subsidiary of Johnson and Johnson Intl, USA.
 
1982: Licensing agreement signed with F.Hoffman-La Roche Ltd., Switzerland.
 
1985: Achieved leadership in pharmaceutical market of Bangladesh among all multinational and
national companies.
 
1988: Debut of Square Toiletries Ltd. As a separate division of Square pharma
 
1994: Initial public offering of Square Pharmaceuticals Ltd’s shares.
        : Square Toiletries ltd. becomes a private limited Company.
 
1995: Chemical Division of Square Pharmaceuticals Ltd. Starts production of pharmaceuticals
bulk products (API).
 
1997: Square Pharmaceuticals Ltd won the National Export Trophy.
        : Debut of Square Textiles Ltd.
 
1998: Second unit of Square Textiles Ltd. is established.
 
2000: Square Spinnings Ltd starts its journey.
 
2001: Square Knits Ltd. is established.
        : Square Fashions Ltd starts its operation.
        : US FDA/ UK MHRA standard Dhaka unit of Pharmaceuticals goes into operation.
        : Square Consumer Products Ltd starts its operation.
        : Square Infomatix is established.
        : Square Hospitals Ltd is incorporated.
2005: New State-of-the-Art Square Cephalosporins Ltd. goes into operation: built as per US
FDA/ UK MHRA requirements.
 
2006: Square Hospitals Ltd starts its journey.
 

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2007: Square Pharmaceuticals Ltd., Dhaka Unit gets the UK MHRA approval. 
 
2008: of Square Pharmaceuticals Ltd. starts SVPO (Small Volume Parental & Ophthalmic) unit,
built as per US FDA requirements, goes into operation.

SQUARE GROUP's other concerns are:

Square Pharmaceuticals Ltd.

Square Toiletries Ltd.
Square Textiles Ltd.
Square Spinnings Ltd.
Square Consumer Products Ltd.
Square Health and Hygiene Product Ltd.
Square Knit Fabrics Ltd.
Square Fashions Ltd.
Square Agro Development and Processing Ltd.
Square Securities Management Ltd.
Square InformatiX Ltd.
Square Herbal and Nutraceuticals Ltd.
Square Cephalosporins Ltd.
Square Yarns Ltd.
Square Biotechs Ltd.
Square Holdings Ltd.
Sabazpur Tea Company Ltd.
Square Air Limited
Maasranga Television 
Maasranga Production 
Media Com

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Group Enterprises

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Chapter-Three
Database

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 3.1 Methodology:

We were informed in our class and providing written instruction by our teacher yet an
individual assignment has to be prepared and would be submitted by the class of the semester.
On the light of the assignment in Advertising Strategy of SQUARE Group in Bangladesh.

Developing of Data Collection:

We developed the research plane for collecting data and information on research
problems and adjusted it in the light of the research objective. We determined what types of data,
facts, figures and information are needed for the research. Then we design our research plane
considering the following issues.

Secondary Data Collection:

Secondary data is collected to the review of existing data from internet, teacher’s notes,
news paper, TV news and magazines. Another source of our information was the web
advertisement. We visited the official website of the banks to collect information. For the
secondary data analysis there was a limitation in data gathering.

Methodology of Data Analysis:

At each stage of survey, data is checked, edited and coded. By using statistical techniques
data is summarized to find out expected result and presented that by graphical presentation. Data
from various sources is coded entered into database system using Microsoft Word Software.

Then we have tried to find out term paper findings from our research problem. Then we
have drawn a conclusion and made a recommendation.

Scope of the Term Paper:

We mainly focused on the main A Study on Strategy & Policy of SQUARE Group in
Bangladesh.

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3.2 Limitations

Limitations of Time:

We had a little opportunity to spend enough time to prepare this type of big report within a short
period of time. For this reason we have to hasten for complete this report within the time.

Incomplete Information:

In collecting many data, we got incomplete answer from the source. That also hampers
our work done correctly and in time. We also found some misleading responses.

Short Experience:

We are in learning stage and have a little experience for reporting on such a big project.
We tried heart and soul to prepare the report proficiently.

Lack of Current Data:

While preparing this report we faced a problem of lacking current and most updated data.
If truth be told they made obstacles for preparing this report.

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 Chapter-04
Findings of the study

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4.1 SQUARE Toiletries :
Square Toiletries Ltd. is one of the largest and leading FMCG company in Bangladesh with a turnover of
USD 75 million. The company is marketing 20 Brands in different segments like health & hygiene, oral
care, hair care, fabric care etc. Major Brands of the company are Jui, Chaka, Senora, Magic, Meril
Protective Care & Meril Baby. Square is also exporting its finished products to 13 countries- UAE,
Germany, UK, Australia, Malaysia etc.

Company Information

Type: Privately Held

Company Size: 5001-10,000 employees

Website: http://www.squaretoiletries.com

Industry: Consumer Goods

Founded: 1994

Managing Director: Anjan Chowdhury Pintu

Headquarters: Rupayan Centre (11th & 12th floor), 72 Mohakhali C/A, Dhaka-1212, Bangladesh

Tel: +880-2-9841531-40

Fax: +880-2-985342

Major Brands

Jui
Meril Protective Care
Meril Baby
Meril Splash
Revive
Chaka
Chamak
Senora
Freshgel
White Plus
Magic
Kool
Xpel
Spring
Sepnil

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 Zerocal
Select Plus
Shakti
Saaf
Madina
 ALEXA TRAFFIC & RANK BY COUNTRY

Update graph to the last: 7 days | 1 month | 3 months | 6 months

www.squaretoiletries.com
 Worldwide Traffic Rank

Compare squaretoiletries.com to:

     

Meril Splash & Persona Inspiring Freshness

With the promise of giving extra freshness to Bangladeshi Girls, STL has developed and marketed Meril
Splash Beauty Soap. Meril Splash is the brand that believes freshness is a key to a girl’s beauty. This
platform of freshness is now extended further as we understand that the inner freshness of a Bangladeshi
girl is eternal and is much bigger than the external beauty.

To cherish this Freshness of Bangladeshi girl, Meril Splash and Person has come together with an
Event “Inspiring Freshness”.

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4.2 SQUARE Consumer Products Ltd.

Square Consumer Products Limited 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, edible oil and dairy.
On the other hand, Ruchi is providing ready-to-eat snacks like Chanachur, Fried Dal, Banana Chips,
Jhuribhaja, Peanut, Chutney, Pickles and Honey. Ruchi has won the heart of the youngsters for its
healthy, tasty & innovative ground breaking products.

Square Consumer Products Limited is strengthening its export operations to become a high performing
global player by supplying quality food products at reasonable price. Its products comply with
international phyto-sanitary requirements. Starting its first export to South Korea in 2002, the company is
currently exporting the products with international standards in more than 22 countries around the world
which includes Europe, North America, Africa, Middle East and East Asia.
Technical capabilities in processing, post-harvest handling, maintaining Good Manufacturing Practice
(GMP) and modern grinding technology have given Square Consumer Products Limited a strong
competitive edge in the industry.
 

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Radhuni is the flagship brand of Square Consumer Products Limited. Since 2001, Radhuni has become
a household name for Powdered Spices, Edible Oil, Cereals and Pulses and for some Dairy
Products. RADHUNI Powdered Spices are made from selected finest ingridients. All essential volatile
oils of the spices are kept intact with the modern grinding technology. Radhuni Powdered Spices ensure
the taste and flavor of home grinded spices and can be used to prepare any of your desired dishes

Just after the inauguration of Square Consumer Products Limited with strong commitment to quality &
focus on introducing new products for the growing market have introduce its “Ready – to –Eat” snacks
brand RUCHI. Within a very short span of time RUCHI took its place with the proposition of healthy
choice to the taste seekers consumers of all ages who had possessed a demand for healthy snacks while
ensuring the taste of modern snacks. Dedication to health & hygiene production process with mouth
watering innovative products RUCHI cut a unique emerging brand position in the market.

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4.3 SQUARE Pharmaceuticals Ltd.
SQUARE Pharmaceuticals Limited, the flagship company of SQUARE Group, is holding the strong
leadership position in the pharmaceutical industry of Bangladesh since 1985 and is now on its way to
becoming a high performance global player

SQUARE Herbal & Nutraceuticals Ltd. is the first healthcare entity with a robust pledge to create a new
era in the field of medication in Bangladesh. Already we have attained the core confidence of our health
care providers with the highest quality herbal products of purely eastern and western origin, as well as
meeting ever expected efficacy and safety of international standard. Where herbal medicine has created a
revolution with its popularity and practice in the developed countries, being a developing country it is our
excellence to explore this trend in line with the global competition, to have world-class herbal products
available both for domestic and international use.

View products by Herbal & Nutraceuticals

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Present Markets

At present, pipe line countries are Botswana, Uganda, Sudan, Zimbabwe, Myanmar, Cambodia, Malaysia,
New Zealand and USA. In addition to strengthening our position in current export markets, we are
targeting export opportunities in new overseas markets, particularly in the regulated and emerging
markets.

GLOBAL RECOGNITION PIPE LINE COUNTRIES      

     

Botswana Uganda Zimbabwe Cambodia

     

Macau Myanmar Sudan Malaysia

     

New Zealand
 

 
 
OUR GLOBAL REACH

Hongkong Canada

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Chapter-05
Conclusion

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5.1 Conclusion:
Summary of Major Findings:

 The aim of the SQUARE Group is to convince retailers, sales persons, or dealers to carry and
promote the advertisers product.
 SQUAREs marketing relationship is achieved by offering inducements, such as providing
promotion mix kits to help the retailer sell the product, offering incentives to carry stock and
developing tread promotions.
 SQUAREs promotion mix convinces the target customer to try , purchase, and ultimately
repurchase the product.
 SQUAREs integrated marketing communication efforts runs the danger of throwing away a
perfectly good promotion mix strategy (or retaining a dreadful one) if he or she is unable to
determine whether business upturns or downturns are due to promotion mix or some other
factor.
 This process directly appealing to the target consumer with coupons, in-store displays and
sweepstakes.

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5.2 Policy Recommendation:

A simple strategic comprised of four key components via; Mission, Objective, Strategy,
Implementation and Review. The team ‘strategic management’ defines the process by which
these long term aims, the strategy and implementation are managed. Integrated Marketing
Communication of SQUARE Group deals with the long-term people issue, as a part of the
promotion mix of SQUARE Group, in accordance with its SQUARE Group’s strategy and
mission statement.

SQUARE Group should avoided in advertising. Many complaints against advertiser center on
allegedly deceptive advertisements, so small business consultants urge entrepreneurs and
business owners to heed the following general rules of thumb:

i. Avoid writing ads that make false claims or exaggerate the availability of the product or the
savings the consumer will enjoy.
ii. Avoid running out of advertised sale items. If this does happen, businesses should consider
offering ‘’rain-checks’’ so that the consumer can purchase the item later at the same
reduced price.
iii. Avoid calling a product ‘’free’’ if it has cost closely associated with it. If there are costs
associated with the free item they need to be clearly disclosed in the ad.

Since integrated marketing communication is a complex process and business law

undergoes continual change, business owners should consult an attorney before
distributing any promotion mix.

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5.3 Concluding Remarks

For young Samson H. Chowdhury, the resource was very small but the dream was too big. With
three of his friends Square was setup as a partnership firm in 1958. First three years the firm was
in loss and from the fourth year, they started to make profit. Within six years, in 1958, square
annual turnover crosses one million taka.

In 1974, Square enters into a technical cooperation with Johnson pharmaceuticals. By

1985, Square becomes a leading pharmaceuticals company in Bangladesh and since start
exporting finished goods.

In 1994, Square Pharmaceuticals becomes a public limited company. Having continuously

invested in state of the art technology and ensuring highest quality standard by professional
workforce and guided by dynamic leadership. Square, today is one of the largest, most respected
and trusted corporate group in the country.

In 1988, Square Toiletries Limited was established. Square Toiletries production is carried out at

its three automated plant. Square Toiletries Limited is one of the largest Bangladeshi company
produces over 40 products for consumer. Square Toiletries Limited is also the pioneer in
introducing a number of products in Bangladesh

Dreams for a better future with better health care services, now become a reality, Square has
expanded its services to the hospital industries. Multi disciplinary hospitals with specialty in
cancer, cardiac and pediatrics Square Hospital’s have one-step state of the art diagnostic services
in its world.

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References

Principles of Marketing by Philip Kotler [13E]

Websites:

http://www.squaregroup.com

http://www.squaretoiletries.com

http://www.squareconsumerproductsLtd.com

https://wikipedia.org/wiki/SQUARE_Group

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