“SQUARE CONSUMER PRODUCTS LIMITED”

ABOUT US:
We have formed a group of five members and we have selected the name of our
institution “FANTASY ADS”. This means something of dream and desire.
Through our effective promotion we will assure our clients that their dream will
come true and they will have their desired things from us.

IDENTIFICATION OF BRAND:

We have chosen the brand RADHUNI which is a brand of SQUARE Consumer

Products Ltd. And this brand has a wide variety of products. These are –
RADHUNI powdered spice, RADHUNI Kheer Mix, RADHUNI Halim Mix,
RADHUNI Meat Curry Mix, RADHUNI Kabab Masala, RADHUNI Fish Curry
Masala, RADHUNI Chatpati Masala and so on. All these products have already
become very popular in the market.

Company profile

RADHUNI’s mind share, heart share, and market share are in the highest
position in its industry. ”RADHUNI” has successfully made awareness build up.
Almost everyone mentioned the name of “RADHUNI” when they are asked to
name a brand of this kind. “RADHUNI” has just finished its introduction stage in
the product life cycle (PLC) and it is now at the beginning of the growth stage in
PLC.

RADHUNI

1
“SQUARE CONSUMER PRODUCTS LIMITED”

As RADHUNI is leader in the market, it has a high growth rate and its relative
market share is also high. We can have a look on the table where our brand
stands.

RADHUNI

About the buying habit of consumers those who buy ‘powdered spice’ they
usually tend to buy “RADHUNI” with a few exceptions. Though people usually
buy “RADHUNI” the exception happens due to unavailability of the products in
the shop. Few retailers, who keep other brands, try to influence its customers to
buy that whatever they have in their shops. “RADHUNI” has acquired a strong
position in the market, its market share currently reached to 55%. “RADHUNI” is
the market leader in its industry.
We can see the approximate market share from the pie chart given below;

2
“SQUARE CONSUMER PRODUCTS LIMITED”

RADUNI
4% 1% 3% TIGER
9%
ARKU
10%
FRESH
BD
55%
10% PRAN
8% TATA
OTHERS

“RADHUNI” is leading the market with a variety of products. “RADHUNI” has

almost every items of cooking starting from turmeric powder to spicy mixed
powder for meat, fish, chotpoty, halim, kheer, and even pachforon.

Though “RADHUNI” has got some competitors in spicy powder like chilly powder
but it has got a relatively competitive advantage in mixed powder with one or two
competitors. These competitors have a little share here and there in the country.
And they are not that much strong either. One of such competitors is ‘Ideal’.

“RADHUNI” has got a competitive advantage over its competitors through proper
utilization of the promotion mix. While the major competitors are spending a lot in
TV ads, they are doing a little for sales promotion and so on. Whereas
“RADHUNI” constantly giving incentives to wholesalers and retailers. Only a
company gave a minor incentive to wholesalers and retailers in the month of
Ramadan.

3
“SQUARE CONSUMER PRODUCTS LIMITED”

Competitors’ Profile

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.

4
“SQUARE CONSUMER PRODUCTS LIMITED”

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.

Based on these findings we can rate “RADHUNI” and its competitors.

BRAND CUSTOMER PRODUCT PRODUCT SELLING

AWARENESS QUALITY AVAILABILITY STAFF
RADHUNI Excellent Excellent GOOD Excellent
TIGER FAIR Excellent POOR POOR
BD FAIR FAIR FAIR FAIR
ARKU GOOD FAIR GOOD GOOD
FRESH GOOD FAIR GOOD GOOD
PRAN FAIR FAIR FAIR FAIR
TATA POOR POOR
KWUALITY POOR FAIR POOR POOR
AND OTHERS

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

5
“SQUARE CONSUMER PRODUCTS LIMITED”

by which a”RADHUNI” is going to face a bit competitive situation especially from

the PRAN group.

We may have an idea of the mind share, heart share and market share of the
company and the industry from the table given below.

Brand Mind Share Heart Share Market Share

July 04- Jan 05- July 04- Jan 05- July 04- Jan 05-
Dec 05 till now Dec 05 till now Dec 05 till now
Radhuni 93% 90% 84% 81% 50% 55%
Tiger 3% 2% 10% 8%
20% 8%
Arku 1% 2% 2% 3%
Fresh 2% 2.5% 2% 3% 8% 10%
BD 1% 1.5% 2% 2% 10% 10%
Pran 0% 1% 0% 0.5%
Tata 0% 0.5% 0% 0.5% 12% 9%
Others 0% 0.5% 0% 2% 0% 4%
0% 1%
0% 3%
Total 100% 100% 100% 100% 100% 100%

Both low entry and exit barriers encourage companies to start the business. So,
there has always been a threat of new entrants and which has made the market
competitive.

Exit Barriers

6
“SQUARE CONSUMER PRODUCTS LIMITED”

Low High
Entry Low Low, stable returns Low, risky returns
Barriers High High, stable returns High, risky returns

Though the market has already got some competitors, “RADHUNI” is doing quite
fine in the market. This has been possible through its strong reputation for quality
and trust. But the situation has challenged the new entrants while the existing
firms are having hardship to increase or grab market share.
Many companies are not getting the market share because of their poor
distribution coverage, advertising, sales promotion and so on.
Competitors pricing are relatively low compare to “RADHUNI”.

SWOT Analysis:

Strengths
 “RADHUNI” has a strong team for Research and Development. The
members consistently seek opportunities to find the new demands and
meet them by launching new products.

 “RADHUNI” has a strong financial condition and support from its parent
company.

 “RADHUNI” has achieved a strong brand image. It has selected a good

relevant brand name for its products whereas other firms suffering from it.

 “RADHUNI” talks quality and gives quality to its customers.

 “RADHUNI” has updated manufacturing plant with the capacity to meet

the demand.

 “RADHUNI” has a wide variety of products which others do not have.

7
“SQUARE CONSUMER PRODUCTS LIMITED”

 “RADHUNI” has achieved a good competitive advantage through its

distribution coverage system.

Weakness
 It charges a bit high price than that of its competitors.

 Though they have good distribution coverage system, products are always
available in posh urban areas but in some urban places they fail to provide
the product in time, as a result they are losing a potential market share.

Opportunity
 The culture of eating foods encourages the opportunity of expanding the
market.

 The market is large in this business.

 There is a huge prospect in this business; a small number of populations

have become aware of the advantages of adopting the spicy powder but
huge population is there to adopt it.

 A number of competitors are there in the market but they are relatively
weak in terms of financial condition, company size and management.

 Few firms are following the promotion mix, especially they are lacking in
sales promotion but in this case RADHUNI is strongly following this
strategy.

8
“SQUARE CONSUMER PRODUCTS LIMITED”

Threats
 The market has become competitive in terms of number of competitors as
well as possible entrants of some new companies.

 Consumers are exposed to ads given by some companies.

 People of our country still think that this type of ready mix spice will not
give them that taste what they could have from the powdered spice which
they make manually.

SEGMENTATION

Segmentation means dividing the market into distinctive groups of buyers on the
basis of needs characteristics or behaviors of consumers.

Segmentation can be done in four ways like – Geographic segmentation,

Demographic segmentation, Psychographic segmentation and Behavioral
approach.

As our chosen product is powdered spice which is directly used for cooking
purpose and generally the women of our country are involved in cooking. So we
follow the demographic segmentation for segmenting our market. We

9
“SQUARE CONSUMER PRODUCTS LIMITED”

emphasized on gender based segmentation and the psychographic

segmentation.

As we followed demographic segmentation and we focused on women

consumers in our country. There are generally two classes in women consumers
one is housewife another one is service holder.

Positioning

Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the target market’s mind. Such as - to create awareness about
the product. We have to position our brand “RADHUNI” by the desire of the
target consumer.

SQUARE is the name of quality, where consumers can get pure and quality
products without any hesitation.

Positioning started with a product and a brand name. It is not what you do to a
product positioning as what you do the mind of the prospect of the consumer.
That is we position the “RADHUNI” in the mind and desire of the consumer
prospect.

The SQUARE Company’s brand “RADHUNI” is the potential to cover the market.
That’s why the brand made some strategy to position the market in a way that
the difference can not be easily copied by competitors and it delivered in a
distinctive way. That is why to set up a good brand image it is needed to have a
good positioning strategy.

In our brand it is important to promote our positioning to cover the market share
and what basic feature we give to the target consumer. We have to know what
they will want from our products. We are here for the consumers. If we can not

10
“SQUARE CONSUMER PRODUCTS LIMITED”

provide sufficient benefits then they won’t buy our products. So this is important
to have a good positioning strategy to the target market. We have to position our
brand in such a way that it should be matched with the products’ benefits and
features.

The brand “RADHUNI” is a brand which is used for cooking. So the consumer
might think about the taste and how conveniently it can be used. In the
positioning stage we are thinking about value proposition. Value proposition is
the way where we reflect the core things what we are providing as per as the
desire of the target consumer. So the positioning should be such where the core
things will be reflected. So the value proposition is for “RADHUNI” can be-

“RADHUNI is easy to use and make tasty your food.”

“RADHUNI” helps to have a cook on time and easy to make your food spicy and
tasty.

TARGETING

Initially for target the market we will go for women who are living in urban areas.
In this case we followed geographic segmentation and the demographic
segmentation as well. They can be either housewives or service holders. The
causes behind of targeting urban women are -

First- The price of the product, as the price of this product is a bit high which is
only affordable by the urban people. Because we all know that the people of
urban are relatively rich then the rural people.

Second- Use of quality product, in this case urban people are more quality
conscious then the rural people.

11
“SQUARE CONSUMER PRODUCTS LIMITED”

Third- In urban areas generally people are busy with various activities. So they
are very much unwilling to buy raw spice and get bored of doing a manual
process. In this situation ready mix spice is like a magic for them.

Fourth- The people of urban areas are not getting pure and quality powdered
spice in the market. So we are assuring the people of urban that we are giving
them pure and quality products. In this situation it will be a great way for the
urban people of getting fresh and pure powdered spice without any harassment.

Fifth - The service holder women are very busy with their jobs and other
activities. They have limited time for cooking. So at this moment ready mix spice
will be very much attractive and convenient for them.

Sixth - Women can easily avoid their physical blending process by using this
powdered spice. This will save their energy and time.

Promotion mix
1. Television advertisement:

As our target consumers are urban women in this case, uses of television for
advertise will be 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
“RADHUNI”. Because at this time women watch drama and they are very fond of

12
“SQUARE CONSUMER PRODUCTS LIMITED”

drama. Trough this, it will be very easy for us to reach our potential buyers.
That’s why we rank it first.

2. 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 brand. “RADHUNI” is giving retailers and wholesalers various type of
sales promotion like – They give various types of incentives.

3. Billboard advertisement:

In the big cities, billboard ads are also very effective media. Women always roam
around the city for shopping. So it will be also very effective media to send our
massages 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 we should
choose those locations where a woman goes usually. It can be near to the
market places. In this way we can build awareness in our target consumer’s
mind. Billboard can be effective for this particular situation. That’s why we rank it
third.

4. Newspaper advertisement:

As our targeted consumers are service holder women. So to position our product,
we 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 our target consumers. That’s why we rank it forth.

13
“SQUARE CONSUMER PRODUCTS LIMITED”

Moreover to promote “RADHUNI” we can arrange some sort of TV programs,

where someone will teach different type of cooking with the “RADHUNI”
powdered spice. We can also organize cooking contest to build awareness.

14