Internship Report

On

SQUARE TOILETRIES LIMITED

Submitted To:

Taskin Shakib
Lecturer

Department of Accounting & Finance

School of Business and Economics

North South University

Submitted By:

Md. Akib Shah

ID: 142 0965 030

BUS 498 (Internship)

Section: 91

Date of Submission: 12th September, 2018

Letter of Transmittal
12th September, 2018
Taskin Shakib
Lecturer
Department of Accounting and Finance
School of Business & Economics
North South University

Subject: Submission of Internship Report on Square Toiletries Limited.

Dear Sir,

With due respect I want to say that I am very glad for having this opportunity to prepare and present
the internship report which is on Square Toiletries Limited to complete the BUS 498 (internship)
course as a completion of my Bachelor’s degree. It has been a wonderful experience for me while
doing the internship program as well as completing the report with practical contents.

Working for three months in the Square Toiletries Ltd. it helped me to fulfill the requirements of
obtaining practical learning and subsequently prepare of this report. My internship was a worthwhile
experience and the exposure of such an organization would be valuable for me. Before facing the real
corporate world, I have gathered prior knowledge about the organization culture.

Thank you very much for your kind co-operation, without which this internship report cannot be
completed. I want to show my gratitude to you for your encouragement, effective guidelines and
support.

Sincerely Yours,

----------------------------

Md. Akib Shah

Acknowledgement
Firstly I want to thank Almighty Allah for everything. With the help of Almighty and parent’s
blessings finally I have successfully completed my three months of 2018 (May to July) long
internship at Square Toiletries Limited under Marketing department and now the final report of the
internship has been prepared as a part of BUS498 course.

I must remember to say my gratitude to my honorable course instructor, Taskin Shakib, Lecturer,
Department of Accounting and Finance, School of Business and Economics, North south University,
for his endless support, inspiration and guidance during this internship. This report has been prepared
and presented to him for the assessment and final evaluation of this course.

I must not forget to mention my appreciation to Malik Mohammed Sayeed, Head of Operation and
Jesmin Zaman, Head of Marketing, Square Toiletries Limited. Moreover, my thanks go to my
supervisor, Edward Prokash Bala, Senior Executive, Media and Research of Marketing Department,
and Mr. Tanvir Alam, Executive, Media and Research of Marketing Department in Square Toiletries
Limited under whose supervision I went through my internship and their kind support and most
importantly for providing the learning opportunity to me during the internship tenure. At the same
time my thanks go to the other colleagues of Square Group who provided me infinite hold up and
helped me to learn the situation of the real business world.

Last but not the least, I am grateful to North South University which is the reason I am standing here
at the edge of earning my bachelor degree successfully.
Executive Summary
The name of the company, on which the study has been prepared, is Square Toiletries Ltd.
Square Toiletries Ltd. (STL) is one of the largest and leading FMCG (Fast Moving Consumer
Goods) Company in Bangladesh. STL is a proud brand of the National market leader in
Toiletries business, it also export their products globally and has a very strong global presence.
Internship in such an organization is always very helpful to gather knowledge for practical and
corporate world. This is the time when students can use their academic learning in real life
field. During the internship, students learn to be more responsible to develop communication
skill and most importantly become professional. Some outcomes of the internship program at
Square Toiletries Ltd. are shared in this report.
The main part of this report is about the whole thing, which I have done for my whole internship
period as an intern. It contains the research work, brands and products and the functions of the
departments and all important issues that are related to STL. Throughout my overall study, I have
mainly tried to critically review process of STL. The 1st chapter contains the Introduction, Company
Profile, Vision and Mission, Organogram and Departments of STL, Major Brands and Product
Offerings and CSR activities . The 2nd chapter describes Location of Employment in Marketing
Department, My Team, Job Responsibilities and Contributions, Learning Outcomes, Relationship
with Co-workers and Supervisor, Personal Difficulties, Experience versus Expectation and Future
Outcomes. It provides a detailed review of my internship experience and my observations as an
intern. The 3rd chapter deals with Objectives of my Project, Research Questions and Methodology,
Limitations and what assigned project is about. In this chapter I have tried to analyze some issues and
relate my practical experience with theories from the courses in my entire BBA program. In 4th
chapter where I provided the findings based on all analysis and some considerable recommendations
to overcome some challenges faced in workplace. Finally, in 5th chapter , I have included conclusion
based on my assigned project and views from STL perspective.
Table of Contents

CHAPTER - 1

THE ORGANIZATION…………………………………………………………………………………………… 1-11

1.1 Introduction…………………………………………………………………………………. 2
1.2 Company Profile…………………………………………………………………………….. 3
1.3 Vision and Mission………………………………………………………………………….. 4
1.4 Organogram of STL…………………………………………………………………………. 5
1.5 Departments of STL………………………………………………………………………... 6
1.6 Major Brands and Product Offerings……………………………………………………….. 7
1.7 Corporate Social Responsibility (CSR)…………………………………………………… 10

CHAPTER - 2

INTERNSHIP AT SQUARE TOILETRIES LIMITED…………………………………………………… 12-18

2.1 Location of Employment in Marketing Department……………………………………… 13

2.2 Media and Research Team………………………………………………………………… 14
2.3 Job Responsibilities………………………………………………………………………. 14
2.4 My Contribution…………………………………………………………………………… 15
2.5 Learning Outcomes……………………………………………………………………….. 16
2.6 Relationship with Supervisor and Co-workers…………………………………………… 16
2.7 Personal Difficulties……………………………………………………………………… 17
2.8 Expectation versus Experience…………………………………………………………... 17
2.9 Future Outcomes………………………………………………………………………….. 18

CHAPTER - 3

ASSIGNED PROJECT…………………………………………………………………………………………… 19-23

3.1 Objectives of the project…………………………………………………………………. 20

3.2 Research Questions……………………………………………………………………… 20

 3.3 Research Methodology………………………………………………………………….. 20

3.4 Limitations………………………………………………………………………………. 21

3.5 Assigned Project………………………………………………………………………… 22

CHAPTER - 4

FINDINGS AND RECOMMENDATIONS……………………………………………………………….. 24-27

4.1 Summary of Findings…………………………………………………………………… 25

4.2 Recommendations……………………………………………………………………… 27

CHAPTER - 5

CONCLUSION……………………………………………………………………………………………………. 28-29

5.1 Conclusion……………………………………………………………………………… 29

References……………………………………………………………………………………….. 30

Appendix………………………………………………………………………………………... 31
 CHAPTER - 1

THE ORGANIZATION

1|Page
1.1 Introduction
Square Toiletries Ltd. is one of the largest fast-moving consumer goods (FMCG) companies in
Bangladesh and is a subsidiary of Square Group. Manufacturer of different cosmetic and toiletries
product categories, Cosmetic Contract Manufacturing & Packaging, Marketer of different cosmetic
and toiletries product categories. SQUARE today symbolizes a name – a state of mind. But its
journey to the growth and prosperity has been no bed of roses. From the inception in 1958, it has
today flourished into one of the top line conglomerates in Bangladesh.

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. Mr. Samson H. Chowdhury then ventured into a partnership pharmaceutical company with
three of his friends in 1958. Now this small company of 1958 is a publicly listed diversified group of
companies, employing more than 36,000 people. The current yearly group turnover is 800 million USD.

SQUARE today is not only a name, it is today a synonym of quality for 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.

Though the following meanings of each letter are not officially approved from the beginning of
SQUARE, but they have been taken into consideration later on. Not strongly yet.

S = Service

Q = Quality

U = Unity

A = Action

R = Reliability

E = Empathy

2|Page
Founder Chairman of Square Group, Late Samson H. Chowdhury symbolized hard work, vision,
transparency and foresightedness, a combination very rare in the developing world. The sad demise
of Mr. Chowdhury on 5 January 2012 at the age of 86 is truly an end of an era.

1.2 Company Profile

Square Toiletries Limited belongs to a unique nationality. In every footstep - from inimitable
history of cultural heritage to the love for mother dialect to the glorious freedom fight to our
beautiful flora and fauna – we are only one of its classes. This unmatchable feature of us is also
acutely rooted to every one of us in our individual affinity, enthusiasm, needs, dreams and hopes.
At STL they believe in the importance of uniqueness both at individual and national level. Being a
part of the most admired local conglomerate of Bangladesh - Square Group, it helps to gain the
expertise and upheld somber eagerness in fulfilling the expectations with the quality product ranges
through utmost sincerity. They consider their clients, customers as unique in terms of their needs,
and to satisfy that STL have pooled a unique team of dedicated employee and stakeholder. Only for
them Square Toiletries is relentlessly striving to be "as unique as you". ("SQUARE TOILETRIES
LTD", 2016).

Square Toiletries Ltd. started its journey in 1988 with a single product as a separate division of
Square Pharmaceuticals. In 1994, Square Toiletries Ltd. became a Private Ltd. Company. At
present, STL is the country’s leading manufacturer of international quality cosmetics and toiletries
with 20 brands and more than 55 products covering a wide range of categorizes like Health and
Hygiene, Hair Care, baby Care, Fabric Care, Male Grooming and OTC. Besides core business
functions in STL has been taking active part in different philanthropic activities like employment
generation program for vulnerable community, financial aid to disadvantages 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.
( “SQUARE TOILETRIES LTD”, 2016)

Some other concerns of Square group are (“SQUARE PHARMACEUTICALS LTD”, 2016):

 Square Pharmaceutical Limited

 Square Hospital Limited

3|Page
  Square Food and Beverage Limited

 Square Textile Limited

 Square Spinning’s Limited

 Square Agro Limited

 Square Herbal and Nutraceutical Limited

 Square Informatix Limited

 Square Fashion Limited

 Mediacom Limited

 Massranga Production Limited

 Maasranga Communications Limited

 Sabazpur Team Company Limited

 Aegis Securities Limited

1.3 Vision and Mission

Vision:

Square Toiletries Limited 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 ("SQUARE TOILETRIES LTD").

Mission:
 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.
 To offer consumer products at affordable price by strictly maintaining uncompromising
4|Page
 

m
h
C
g
ta
e
fc
O
r
io
n
u
V
M
D
S
J
stance with quality. With continuous R&D and innovation we strive to make our products
complying with international quality standards.
To maintain a congenial working environment to build and develop the core asset of STL and
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 ("SQUARE TOILETRIES
LTD").

1.4 Organogram of STL

The official Organogram of Square Toiletries Limited is given below.

Figure: Organogram of STL

5|Page
1.5 Departments of STL
There are the various departments of Square Toiletries Limited. Being marketing major, I got
the opportunity to work at their Marketing department. A list of the departments is given
below:
 Marketing
 International Marketing
 Accounts and Finance
 Management Information Systems (MIS)
 Human Resources
 Product Development
 Commercial
 Production Planning and Inventory Control
 Quality Control
 Sales and Distribution
 Engineering
 IT and Technical Services

These are the departments of Square Toiletries Limited. Among all the departments HR, Sales
and Distribution, Marketing, Production, International Marketing, Commercial, Accounts and
Finance, MIS are located in their corporate head office at Mohakhali, Dhaka. Rests of them are
distributed in factories at Rupshi, Narayanganj and Pabna.

6|Page
1.6 Major Brands and Product Offerings
Square Toiletries Limited offers two categories of product. These two sections represented all the
brands and division of products in STL as follows:

1) Health and Hygiene Products.

Major Brand Product Offering

Senora o Confidence F. with Wings

o Confidence Ultra Sanitary

Napkin

o Sanitary Napkin Belt

o Sanitary Napkin Eco. Panty

o Sanitary Napkin Eco. Belt

o Sanitary Napkin Super long

o Sanitary Napkin Panty

o Femina Sanitary Napkin Panty

Zerocal o Tablet

o Sachet

Sepnil o Hand Wash liquid 

o Instant Hand Sanitizer

Select Plus
o 1.9 % Ketoconazol Shampoo

7|Page
 Supermom
o Baby Diaper

2) Toiletries Products

Major Brands Product Offering

Meril o Beauty Soap

o Lip Balm

o Glycerin

o Rosewater Glycerin

o Petroleum Jelly

o Olive Oil

o Baby Lotion

o Baby Olive Oil

o Baby Tooth Brush

o Baby Gel Toothpaste

o Baby Powder

o Baby Shampoo

o Meril Baby gift pack

o Baby Soap

o Nail Polish Remover

Revive o Moisturizing lotion

o Talcum Powder

o Face wash

8|Page
 o Revive Shampoo

Chaka o Ball Soap

o Advance Washing Powder

o Super White
Jui o Hair Care Oil

o Coconut Oil

Chamak o Fabric Whitener

White Plus o Toothpaste
Total Clean o Toothpaste
Magic o Extra Fresh Tooth Powder

Xpel o Aerosol

Spring o Air Freshener

Kool o After Shave Lotion

o After Shave Gel

o Shaving Cream

o Deodorant Body Spray

o Deo Talc
Shakti o Liquid Toilet Cleaner

Maxclean o Dishwashing bar

o Dishwashing liquid

9|Page
 Madina o Atar

1.7 Corporate Social Responsibility (CSR)

Square Toiletries Limited is the largest toiletries, cosmetics and hygiene product manufacturing
company in Bangladesh and a very essential part of Square Group which is already having a
Global presence while Square Toiletries Limited and its brands started announcing its regional
presence. At Square Toiletries they believe in ‘care –based marketing approach’ which is for
enhancing the customer’s lives and believe CSR is not a particular agenda rather this is what we
do every day.

They have successfully embedded strategies to change consumer lie into core brand initiatives.
Since these initiatives are funded by the brands on specific business objectives along with social
issues that’s why their initiatives and approaches to improve consumer’s lives are sustainable.

Few major initiatives are mentioned below:

Meril Lip Cleft Campaign:

Every year 6,000 children grow up with lip cleft problem and currently 1, 50,000 people in this
country are suffering from this problem. The sufferer also aces difficulty in breathing, eating
food, talking and even laughing. The main reasons for this problem are lack of nutrition, poverty,
superstitions and difficulties of operation whereas a small operation can solve this problem.

Hashun Pran Khule:

This campaign begins as the joint initiatives of Meril Lip Care and Smile Train USA to create
awareness among the common people regarding the reasons behind lip cleft and palates while
pregnancy and its treatment. Under this campaign, free lip or palate treatment is being provided
through specialist doctors. Call for participation is also ensured in this noble initiative by asking

10 | P a g e
people to call Meril Lip Care’s Care line 08000888000 and provide detailed information about
the child or adult children with this problem.

Vaccination and Breast Feeding Awareness:

Square Toiletries Limited does not only own the largest Baby Care Portfolio o the Country but
also reaches millions of moths through our “Toll-free Care Zone” where they touch requirement
of specialized products for babies along with breast feeding awareness, vaccination, good
parenting. Even five years before launching of their diaper brand Supermom, they launched a
service or free advising or mothers regarding pregnancy and neonatal care.

Menstruation Hygiene Awareness:

They evaluate success by directly reaching 3.5 million o girls providing them psycho-mental
counseling, doctor counseling, giving them belief of being self-independence with sel-esteem
and raising awareness about menstruation hygiene.

Folk Music Revival:

To revive the overall folk industry they have taken the initiative through Meril Dhaka
International Folk Fest and Magic Bauliana funded by their brands these two brands have been
widely popular in our country. Meril Dhaka international Folk Fest has been held two times in
Bangladesh where global artists from around the world participated along with local artists.

On the other hand, Magic Bauliana is folk singing competition which has a specific goal to give
local folk musician a platform to show their talent.

11 | P a g e
 CHAPTER - 2

INTERNSHIP AT SQUARE TOILETRIES

LIMITED

2.1 Employment Location in Marketing

Department
Marketing Department of STL follows the Hierarchy as mentioned below:

12 | P a g e
 Head of Operation

Head of Marketing Assistant Trade Manager

Senior
Executive
Senior Brand Brand Manager Brand Executive
(Trade and
Manger
Activation)
Senior
Executive Executive

(Media and Executive

(Media and
Research)
Research) (Trade and
Activation)

Field Research Intern

Assistant

Figure: Organogram of Marketing Department in STL

2.2 Media and Research Team

This is also a part of marketing team and this research team is involved doing various types of

primary and secondary research to assist marketing team with fruitful information. They are

responsible for doing consumer survey, product survey, sampling survey and other researches

13 | P a g e
in order to understand market dynamic and consumer’s behavior pattern. . Research team also

arranges focus group discussion and open discussion on behalf of Square Toiletries Limited.

These information playing a important role when it comes to plan which is done by Marketing

Department and It also helps for the Product Development improvise existing and upcoming

products. Media team also work closely with research team and responsible to utilize and

optimize the media platforms to reach right consumers at the right time or the right product.

Media team plays a big role to amplify the effect of the initiatives taken by marketing team by

optimizing media mix.

2.3 Job Responsibilities

I got the opportunity to do a three months long internship program at Square Toiletries Limited

Starting from May 06, 2018. Being a Marketing major student it seems to be the perfect field

for me to gain the practical knowledge that I have learned theoretically. The opportunity at

Square Toiletries Limited opened the door for me to link the different theoretical aspects with

the job. Although a significant amount of time was spent for learning by observing how

each of the works of sales and marketing department works, I however had a number of

Responsibilities assigned which I had to perform during the period of my internship.

These were mentioned below:

 To Prepare Survey Format in Connection with both Marketing Objective and

Marketing Research Objective.

 To keep Track of all research database.

 To keep track of all expense data base.

 To confirm the accuracy of the data and contact field researchers to resolve questions,

14 | P a g e
 inconsistencies or missing data, when necessary.

 To review data entered by comparing it with the questionnaires and make the necessary
corrections.

 To make data coding and data entry in SPSS for all survey researchers and disseminate
them to supervisor before the deadline.

 Making survey reports.

 Maintain Facebook pages.

 Select the winners from the campaign.

 Sorting the winners list of different targeted destinations.

 Fix schedule with the E-commerce sites.

 To interview the respondents over Telephone , when necessary.

 To keep record of STL and competitor product’s advertisement circulated in newspaper

and magazine to facilitate understanding the happening in print media.

 Created a database of Email addresses for the purpose of season’s greetings.

 To carry out any instructions those are given for the continuation of the work by
department.

2.4 My Contribution
Being an internship trainee, my contribution for STL was very limited and insignificant. But I
would like to mention the following contributions that should be noticeable:

 By understanding the desired result, I can make better individual decisions and reduce
confusion and re-work.
 Look for ways and be willing to collaborate.
 Recognize and work with the interdependencies between my supervisor and Co-workers
in my team.

15 | P a g e
  Asking questions is communicating, but so is giving updates. Checking in with others
and co-coordinating schedules. 

2.5 Learning Outcomes

I have learned lots of things during my internship. The most important of them all was how to

work in a big organization such as STL. I learned how to work in a team environment and to

support the team members. I also learned how to conduct field surveys in a market and

Communicate effectively with the consumers and retailers alike. All in all, this expensive has

helped me to learn how to conduct myself in a professional manner.

2.6 Relationship with Supervisor and Co-workers

One of the most important things I could do during my internship was meeting with people. An
internship is a great way to be exposed to a work environment – to see how the work is done,
how coworkers interact, and how to be successful – from a safe distance. My temporary intern
role lets me practice these skills, make mistakes, and learn from them. All of the members of
entire marketing team were very friendly and co-operative towards me. Main tasks were given
by my supervisor. Additional brand related tasks were given by my co-workers like brand
executive, brand manager. Finally I would like to say that relationship with my supervisor and
Co-workers was quite remarkable.

2.7 Personal Difficulties

There were some difficulties that I faced during my internship period in my organization which
are as follows:

 As a FMCG (First Moving Consumer Goods), it has a big manpower but some of

16 | P a g e
 employees of this company are not friendly enough to work with them.
 Sometimes there were so much loads of work that I had to work under lots of pressure, as
I had to do my day to day activities daily and submit it to my supervisor timely.
 STL assigned me a research topic at the very beginning of my joining month. So
sometimes I had to go outside or doing survey and taking interviews from respondents. It
was quite difficult for me to do it quickly. Due to their unwillingness for doing the survey
and it took lots of time because questionnaires were too much lengthy.
 The topic which they assigned me was not that easy. I had to work on four major
category which covered seven questions individually. The research was quite lengthy in
nature but there was not sufficient time for doing that.
 My supervisor’s instructions were sometimes unclear and ambiguous. So I felt nervous
and it was also time consuming to do that work.
 They did not share any internal and confidential information with me. As a result, I could
not gather much information for my report.
 The internship period was so short to gain detailed insight into the tasks done under each
department so it is another difficulty that I faced.

2.8 Expectation versus Experience

Being a marketing major student, So I have always cherished that I will do my internship in
Marketing Department at any renowned organization in order to gain real life experiences on
marketing field. I was lucky that finally got the chance to do my intern in STL under their
marketing department. So, my expectation was fulfilled here by doing their internship program.
Now come to the experience on the based on my expectation, I have gained lots of real lie
experience in the field of marketing. The most important part was that how to work in a big
organization such as STL. I learned how to work in a team environment more effectively as well
as efficiently and to support the team members. I also learned how to conduct field surveys in a
market research and communicate effectively with consumers and retailers alike. This experience
has helped me learn how to represent myself in a professional manner. As the world is changing
everyday with the advancement in technology in the era of globalization. So to complete, STL

17 | P a g e
should gain more efficiency in the business sector. During the internship period, there are various
problems I have faced sometimes.

2.9 Future Outcomes

Internship is an opportunity to test drive a career without making any serious commitments and,
perhaps most importantly, a good internship provides you with experiences, lessons, and tools I'll
need to get a full-time gig in the future.

 One of the most important things I can take away from an internship is my new found
knowledge, which includes knowing how to fulfill tasks relevant to my desired career
path. 
 It's pretty obvious, but one of the best things about completing an internship is being able
to add it to my resume.
 If I did a superb job and made a favorable impression on my manager and colleagues, I'll
have no trouble coming up with references for future jobs you apply to. 
 Working in an office environment (or any kind of professional setting) can be difficult to
get used to — and the best (perhaps only) way to learn how to navigate the working
world is through real life, hands-on experience.
  Internships will enable to work closely and develop professional working relationships
with a specific manager and team within the organization, as well as meet a range of
people in other departments and outside the company.

18 | P a g e
 CHAPTER - 3
ASSIGNED PROJECT

3.1 Objectives of the Project

The objectives of my project were as follows:

 To examine the teenager’s awareness towards brand.

 To identify the teenager’s preference towards brand.

19 | P a g e
  To know the technological impacts on their social interaction.

3.2 Research Questions

These were my Research Questions which addressed in my entire project:

 Who belongs to teenage group?

 What are the Characteristics of a teenage?
 Which of the brands they choose to buy?
 Are they told the name of brands instantly?
 What are the reasons of choosing that brands?
 What are the criteria for choosing the brands?
 Who influences them to purchase?
 Are Social Media playing an important role for choosing brands?
 Are they watching Advertisements of any products and what is the media for them?

3.3 Research Methodology

Target Respondent:

Target respondents were male consumers of 13 to 19 age group of different school, college and
university first year going students.

Sample Size:

Total 30 respondents were interviewed and all of them responded to the survey questionnaires.

Sampling Technique:

Simple random sampling method was used to collect data.

Sampling Area:

20 | P a g e
Bashundhara, Dhanmondi, Mohakhali and Farmgate

Data Collection Tool:

Mainly structured questionnaire with few open-ended question

Duration:

May 2018 to August 2018

3.4 Limitations
I had faced difficulties while doing survey. Without these difficulties this report could have been
done very easily. Problems those I faced were:

 People were reluctant to contribute in the survey; it took me too much effort to convince
them.
 Many of the respondents were not interested to complete the survey because of the
lengthy nature of the questionnaires.
 All of them were male respondents due to the nature of survey questionnaires, so it was
not possible to me know the result of female respondents and also Female respondents
were not interested to do the survey.
 It was quite tough for me to visit so many places within this time because of huge traffic.
So if I could take more time to do my survey. It will be more accurate and fruitful.
 There were lacks of secondary research data.

3.5 Assigned Project

The title of my assigned project was the “usages and attitudes of teenager group towards brands
in Bangladesh”. It was including their brand choice according to different product categories,
sources of information, factors affecting buying choice and probable reasons behind choosing

21 | P a g e
those brands. The sample of the study is 30 respondents in which all of them were male students
due to the nature of survey questionnaires. Different education institutions like school, college
and first semester university going students were selected for this research study. Through a
structured questionnaire data were collected and with the help of Microsoft Excel was made.

A teenager, or teen, is a young person whose age falls within the range from 13-19. They are
called teenagers because their age number ends with "teen". When a teenager turns 19 they are
still a teenager, in addition to being a full legal adult. Teenager belongs to Generation, is portion
of an era that's worldwide, social, visual and technological. They are the foremost associated,
taught and modern era ever. They are the teens, the teenagers, the youth and youthful grown-ups
of our worldwide society. They are the early adopters, the brand influencers, the social media
drivers, the pop-culture pioneers.

Teenagers are anticipated to spend their youthful grown-up a long time in a time of financial and
social reestablishment. They are too living in a time of changing family structures, and are the
understudies of nowadays and college graduates, representatives and buyers of tomorrow.

Bangladesh has an adolescent and youth population of approximately 52 million, amounting to

1/3rd of the country's total population (2015). Everyone gives most priories on their opinion. Our
Government also gives more concentration on their wellbeing and future. Because of the vote are
casted by them. Teenager in Bangladesh is now very talented and efficient enough to take any
decisions.

The lifestyle of our teenager is noticeable. They are very concern about their look and
appearances. As a result, understanding their usages and attitudes towards different types of
Brands are important for the marketers and it will help them to modification of their products and
services. They are usually choosing Branded product instead of considering unbranded product.
Brand name is now the significant element for the teenager in order to purchasing any kinds
products or taking any kind of services. Another marketing term can be used for them is that
Brand Loyalty. They use and purchase one Brand continuously and it does not create any
switching cost for them. The level of their Brand Loyalty is quite Greater.

Teenager Group:

22 | P a g e
The purchasing power of teenagers is enormous. As a consumer group they are important to
mane brands. They are aware of many Brands. Even if teens are not a core consumer today of a
Brand, their potential to be tomorrow’s consumers cannot be overlooked.

I wanted to get closer to these individuals, to understand a bit more about who influences them,
how they perceive the brands, how they usages those brands and their general attitudes. I
conducted 30 teenagers (only male) , aged 13 to 19 years from different schools, colleges and
universities. I mainly focused on 17 to 19 years old as they are of an age where they have
developed their own independence and no longer considered children.

Characteristics of Teenager:

Key Characteristics of Teenager are shown in the following figure:

Figure: Characteristics of Teenager

23 | P a g e
h
ti
n
i-
k
a
x
d
s
e
t
w
o
r
IC
R
S
E
P
G
 CHAPTER - 4
FINDINGS AND RECOMMENDATIONS

4.1 Summary of Findings

Brand Awareness and Attitudes
Section A: Body Spray

24 | P a g e
  90% of teenagers are using body spray on the other hand only 10% are not using body
spray.
 Axe body spray brand has strong brand association. A significant number of teenagers in
our country is using this brand’s body spray. This is one of the popular brands in our
country.
 They have a tendency to use foreign brand’s body spray. They don’t like to use the
Bangladeshi brand’s body spray.

Section B: Beauty Soap

 Male teenagers are less sensitive regarding the choosing of brands for beauty soap.
 They are not strict to any particular brand’s soap. When I talked to them they told me that
their parents are brought the soap in house that’s why they are using it.
 The soaps which are easily available in their house. They are using that brand’s soap.
 Lux brand’s soap is the most purchased and used in our country. Since it has a strong
brand association and brand loyalty.

Section C: Toothpaste and Tooth Powder

 Colgate brand is the most purchased. On the other hand, No one told and chosen STL’s
White Plus brand.
 Teenagers don’t want to use Tooth Powder. They are mentioned some reasons behind this
such as due to using of toothpaste, using toothpaste is more convenience and lack of
authenticity.

Section D: Shaving Item

 Almost everyone mentioned the name of “Gillete” brand. They can easily recall this
brand.
 Everyone uses “Gel” frequently instead of other items.

Brand Communication:

25 | P a g e
  Everyone watched the advertisement of body Spray, Beauty Soap, Toothpaste and Tooth
Powder, Shaving items. But they could not recall that advertisement. They mentioned
that there are varieties of TVC which are shown so they could not remember those.
 Most of the respondents mentioned the media for TVC are Facebook, Youtube and
Television. But they are not confident regarding these sources.

Media Habit:

 45% of respondents would like to get information from Friends and family’s reviews or
suggestions when they are planning to buy any products.
 FM Radio is not popular among teenager.
 Only 2% respondents follow television.
 Social Media is now the most popular platform for teenager in our country.
 Facebook is the most used social media Site for teenager in Bangladesh.
 They have spent time more on internet whereas only 2% respondents spend their time on
television.

Overall survey result illustrates that attitudes and usages of teenager group towards brands in
Bangladesh are noticeable. They would like to buy foreign brands over local brands. They have a
strong attachment with foreign and expensive or renowned brands whereas they are not
interested to do buy their own country’s brand.

4.2 Recommendations

26 | P a g e
Based on my primary and secondary analysis and above discussions, I would like to mention
following recommendation and suggestion:

 Teenager always looking for discounted price. So discount price should be given to them
for Body Spray. Sometimes it won’t be reasonable for them.
 Different types of activations and promotional activities such as giving free samples
should be done in different types of education institutions.
 As Square Toiletries Limited’s products like Meril, Kool, White Plus, Magic and Total
Clean has less brand association among teenager. So it should be necessary to do CSR
activities for them.
 Promotional activities also should be done instragram. Since it is now one of the widely
used social media sites of teenager in our country.

27 | P a g e
 CHAPTER - 4
CONCLUSION

5.1 Conclusion
28 | P a g e
Square Toiletries Limited started its journey with a single product in the consumer goods
industry of Bangladesh and now it has a turnover of USD 75 million. Now not only are they one
of the largest FMCG (First Moving Consumer Goods) company in the country but it is now
exporting its finished products to 13 countries including UAE, Germany, UK, Australia,
Malaysia etc. Day by day its business activities are expanding as products offerings of the
company are best suited to their target customers.

On the other hand, Teenager group is playing a vital role in Bangladesh. Teens are influenced by
trends, and listen to their friend's recommendations. Collectively, teenagers command an
immense amount of buying power. More importantly, teens are trendsetters and early adopters of
technology. Their purchase decisions have a huge impact on what becomes popular, and they
influence how families spend money. Marketing to the teenage demographic can be a powerful
part of your business strategy. Teenager is affected by the family as it takes control of teenager's
economic situation by manipulating the amount of allowances and controlling the spending
power.

Significant percentage of our total population is teenager. So this is important for any marketer to
know their needs and wants perfectly. My study shows that attitudes and awareness of teenager
towards international brands is remarkable. Very low responses were found for local product
category. Moreover, the products of square toiletries have very low brand association of
teenager. Brand name and Brand Loyalty are two important dimensions in order to choosing any
brand of teenager. Finally it can be stated that teenager in Bangladesh are well known regarding
different types of local brands an well as international brands.

Overall survey result shows that attitudes and usages of teenager group towards brands in
Bangladesh are noticeable. They would like to buy foreign brands over local brands. They have a
strong attachment with foreign and expensive or renowned brands whereas they are not
interested to do buy their own country’s brand. The results of the study may generate new
thoughts for the researchers and find improvement areas for Smartphone producer and seller to
serve better and achieve progress in the long term.

References

29 | P a g e
SQUARE TOILETRIES LIMITED (2015). Square Toiletries Limited. [Online] Retrieved from

http://www.squaretoiletries.com/ [Accessed 20/7/15].

SQUARE TOILETRIES LIMITED (2015). Square Toiletries. [Online] Retrieved from:

https://en.wikipedia.org/wiki/Square_Toiletries [Accessed 20/7/2015].

SUPERMOM BD (2015). Supermom BD. [Online] Retrieved from:

http://www.supermombd.com/ [Accessed 21/7/2015].

Characteristics (2016).Retrieved from http://generationz.com.au/characteristics/

Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand
Equity,:2nd ed., Prentice-Hall, Upper Saddle River, NJ.

Kotler, P., & Keller, K. L. (2006) Marketing Management, (12 Ed.). Upper Seddle River:
Prentice-Hall

Desk, S. (2015). Adolescents and young people of Bangladesh. Retrieved from

https://www.thedailystar.net/adolescents-and-young-people-of-bangladesh-54257

Appendix
30 | P a g e
Appendix: 1

Late Samson H. Chowdhury

(Founder Chairman, Square Group)

Appendix: 2

Figure: STL received the ISO 22716:2007 certificate for Good Manufacturing Process (GMP)

Appendix: 3

31 | P a g e
 Figure: Price giving ceremony for Kool’s Promotional Campaign.

Appendix: 4

Figure: STL’s Products

Appendix: 5 (Weekly Journals)

32 | P a g e
 Week – 1

Sunday:

My supervisor, Mr. Tanvir Alam instructed me about the basic data entries of responses from
survey questionnaires by using SPSS. Then I started to work on that survey questionnaires.

Monday:

On Monday , my supervisor Mr. Edward Prokash Bala was given me three different samples of
revive suns crème when he instructed me to collect the response from my female colleagues
about fragrance and told them to ranked those samples from 1(High fragrance) to 3 (Less
fragrance)

Tuesday:

I had done data entries of 25 respondents for Anti Dandruff shampoo by using SPSS.

Wednesday:

Due to my MGT 489 (Strategic Management) presentation, I had to take one day leave.

Thursday

As my routine work I managed social media page of Meril. Since my supervisor made me admin
of that facebook page so I replied to few queries. Then I worked on magic tooth paste panel data
survey.

Skill Learned: Sample product testing by the help of my colleges, insights collecting and doing
survey.

Observation: STL keeps all respondent’s records by using SPSS. Their facebook pages are
strictly monitored. Their every product checked before delivering it to their customers.

Week - 2

33 | P a g e
Sunday:

I got the data files of 60 respondents where 15 questions were mentioned ( including customer
profile)I had done data entries of 20 respondents (question 1 and 2) of TV campaign for Magic
toothpowder.

Monday:

I had done another data entries of 20 respondents (question 1 and 2) of TV campaign for magic
toothpowder.

Tuesday:

I had done rest of data entries of 20 respondents (question 1 and 2) of TV campaign for magic
toothpowder.

Wednesday:

I had done the data entries of 30 respondents (question 3-15) of TV Campaign for magic
toothpowder

Thursday:

I had done the data entries of 30 respondents (question 3-15) of TV Campaign for magic
toothpowder

Skill Learned: I could learn about consumer’s way of media were they are seen the different
types of advertisements of Magic toothpowder.

Observation: STL is doing research for their all types of products and it will help them to
improve their quality of products.

Week – 3

34 | P a g e
Sunday:

I had done respondent profile (Age, Income and Education) for Herbal Oil by using MS Excel.

Monday:

I had completed the eight entries of Anti sensitive Toothpaste Panel A and B by using SPSS.

Tuesday:

I had completed the thirty entries of Anti Dandruff Shampoo (code-05) by using SPSS.

Wednesday:

I had completed the thirty entries of Anti Dandruff Shampoo (code-06) by using SPSS.

Thursday:

I had completed the thirty entries of Anti Dandruff Shampoo (code-07) by using SPSS.

Skill Learned:

It is very important to know the applications of SPSS. Data entries are important to make a report
for further product development. I learnt how to entry those data correctly and also helpful for
making respondent profile in Excel file.

Observation:

Square Toiletries is engaged in consumer research. They doing it consecutively and preparing
report for further modification of the products. Two research assistants are doing this survey
from the different are or location.

35 | P a g e
 Week – 4

Sunday:

I had done respondent profile (Age, Income, Education) for Medicated Toothpaste by using MS
Excel.

Monday:

I had completed the category wise logbook for sample product. The date, numbers of item, shop
name are basically mentioned in this logbook.

Tuesday:

I had completed the thirty entries of Anti Dandruff Shampoo (code-08) by using SPSS.

Wednesday:

I had completed the E-Commerce file where all contact numbers of retailer are mentioned. These
contact numbers are collected from their website.

Thursday:

I had completed the thirty entries of Anti Dandruff Shampoo (code-09) by using SPSS.

Skill Learned:

Getting all relevant information of retailer information is sometimes changing. Because their
website is not updated. I got a chance to know about their retailers.

Observation:

Square Toiletries keeps the information of their retailers so that they can easily contract or
communicate with them.

36 | P a g e
 Week – 5

Sunday:

I had made survey questionnaires for my assigned project on understanding the usages and
attitudes of teenager towards Brands in Bangladesh.

Monday:

Continuation of making survey questionnaires.

Tuesday:

I had mailed my draft survey questionnaires for my assigned project to my supervisor. They had
given necessary feedbacks to improve the questionnaires. I updated my entire questionnaires
according to his instructions.

Wednesday:

I had done the entries of medicated toothpaste survey of 30 respondents by using SPSS.

Thursday:

I had done the entries of rest of 20 survey of medicated toothpaste by SPSS.

Skill Learned:

Making good survey questionnaires are very important to do the research. So my supervisor gave
me ideas and opinion regarding how to make good survey questionnaires for actual market
survey.

Observation:

Media and Research department of Square Toiletries always tries to make their survey
questionnaires according to the preferences of consumer.

37 | P a g e
 Week - 6

Sunday:

I had done completed the data entries of Revive Shampoo (Code 01-18).

Monday:

I had completed the category wise logbook for sample product. The date, numbers of item, shop
name are basically mentioned in this logbook.

Tuesday:

I had completed the thirty entries of Anti Dandruff Shampoo (code-11) by using SPSS.

Wednesday:

I had completed 19 survey’s entries of Maternity Pad by using SPSS.

Thursday:

I had done completed forty respondent’s data entries of Revive Shampoo (Code 02-18).

Skill Learned:

I leant the way how they are keeping their all data by using SPSS.Consumer Surveys playing a
very role in order to know their preferences.

Observation:

Square Toiletries Limited makes their report on the based on the result of consumer survey and
send it to product development for further improvement if needed.

38 | P a g e
 Week – 7

Sunday:

I got the data files of 60 respondents where 15 questions were mentioned ( including customer
profile)I had done data entries of 20 respondents (question 1 and 2) of TV campaign for Magic
toothpowder.

Monday:

I had done another data entries of 20 respondents (question 1 and 2) of TV campaign for magic
toothpowder.

Tuesday:

I had done rest of data entries of 20 respondents (question 1 and 2) of TV campaign for magic
toothpowder.

Wednesday:

I had done the data entries of 30 respondents (question 3-15) of TV Campaign for magic
toothpowder

Thursday:

I had done the data entries of 30 respondents (question 3-15) of TV Campaign for magic
toothpowder

Skill Learned: I could learn about consumer’s way of media were they are seen the different
types of advertisements of Magic toothpowder.

Observation: STL is doing research for their all types of products and it will help them to
improve their quality of products.

39 | P a g e
 Week – 8

Sunday:

Started my day with taking feedback of recipients who got free diaper sample, made a data sheet
of square toiletries consumer club, did survey on kool body spray & Kool After shave lotion

Monday:

I took one day leave due to sickness.

Tuesday:

I worked on preparing questionnaire for my assigned project and worked on preparing data of
Square Antenatal Class.

Wednesday:

I worked on the survey questionnaire of my assigned task, & worked on the planning of new
campaign for oral care day.

Thursday

I took one day leave due to sickness.

Skill Learned: Campaign planning and feasibility test.

Observation: Campaign planning is a team work; synergy is the most needed ingredient for any
strategic planning.

40 | P a g e
 Week -9

Sunday:

I worked on the new venture of kool talc and the upcoming kool liquid body sprays. Made
budget for Zerocal Ramadan show.

Monday:

I worked on diaper survey data, beauty soap survey and retail diaper report and the upcoming
contract with five star hotels.

Tuesday:

I worked on designing survey question for retailers and then worked on petroleum jelly survey.
And then worked on baby diaper panel survey

Wednesday:

I worked on the new packaging of kool IGNITE which is basically a gas free body spray and
designed plan for launching this body spray.

Thursday: Took leave for a job interview.

Skill learned: Budget preparing and product launching.

Observation: It takes a lot of effort to launch a new product. STL does TV campaign survey on
consumer. This is very effective way of knowing whether their TV Campaign working. They
make the lengthy questionnaires to know exact result from consumers.

41 | P a g e
 Week -10

Sunday:

I had Workedon my assigned project.

Monday:

I had done the data entries of Medicated toothpaste WPMT 06-18.

Tuesday:

Typed five pages documents which included CSR activities and short description of STL.

Wednesday:

I had done the data entries of SPF Revive Lotion 01 09-08.

Thursday

Continuation of working on my assigned project.

Skill Learned:

My supervisor helped me to do my research. He guided me how to organize the actual research

work.

Observation:

STL doing research for their all types of products and it will help them to improve their quality
of products.

42 | P a g e
 Week - 11

Sunday:

I worked on my assigned project.

Monday:

I worked on collecting all the links / URL of Facebook and Youtube and made a file for it.

Tuesday:

I worked on my assigned project.

Wednesday:

I worked on incorporating the responses of Meril baby lotion.

Thursday:

I had done the data entries of Sanitary Napkin Penty SNP 01-18.

Skill learned: Insight on digital marketing.

Observation: STL updates their Facebook page and Youtube channel frequently.

43 | P a g e
 Week - 12

Sunday:

I had done the data entries of kool Teenage Shampoo for 25 Samples.

Monday:

I had done the data entries of baby Diaper XL for 30 Samples.

Tuesday:

Continuation of the data entries of baby diaper XL for 30 Samples.

Wednesday:

I had done the survey result of packaging survey of shampoo.

Thursday:

I had done the data entries of survey result of packaging survey of lotion.

Skill Learned:

I did the market survey of packaging. So this is a good experience for to know insights regarding
new product development.

Observation:

Before launching any new product, STL doing market survey of packaging design for those
products.

44 | P a g e