II

TERM PAPER
PRINCIPLES OF MARKETING
MKT 101 (FALL-2020)
SECTION: 05

SQUARE Food & Beverage Limited

SUBMITTED TO:

Mashruha Zabeen
Senior Lecturer, Department of Business Administration
East West University

SUBMITTED BY:
Group: The Analysts
1) Humayra Usha ID.: 2019-3-10-014
2) Mohammad Sajjad Islam Shejan ID.: 2019-3-10-088
3) Sohan Hossain ID.: 2019-3-10-028
4) Umme Sabrina ID.: 2020-1-10-080
5) Faria Anowar Oindrila ID.: 2020-1-10-123
6) Tajia Afroz ID.: 2020-1-10-363
7) Molla Tahamidi Arnob ID.: 2020-1-30-004
8) Sabah Basme ID.: 2020-1-30-025

SUBMITTED ON: 28/12/2020

 III

Letter of Transmittal
December 28, 2020

Mashruha Zabeen
Senior Lecturer
Department of Business Administration
East West University.

Subject: Submission of term paper on “SQUARE Food & Beverage Limited”.

Dear Ma’am,

We are submitting here with our term paper entitled “SQUARE Food & Beverage Limited” as
partial fulfillment of the MKT101 course requirement.

The purpose of this report is to highlight the ways our selected business is operating in the
market. We intend to give a vivid and in-depth idea of our selected firm by rigorously analysing
its activities in the market and how it interacts with consumers.

Sincerely yours,
The Analysts.
 IV

Acknowledgement
We would like to thank Mr. Mamunur Rahman, an employee at Square Food and Beverage
Limited for giving is necessary information on the company’s pricing techniques. We also
appreciate his cooperation while giving us information about the distribution channels of the
company along with several information regarding the companies marketing mix. It is only
because of him we have been able to analyse and complete this term paper. We are grateful
for his assistance.
 V

Executive Summary
Square Food and Beverage Limited is a well-renowned company in Bangladesh which started
its journey by producing enriched spices under the brand name Radhuni. As the years went by,
the company gained its customers' trust via product quality and satisfactory customer services
and enriched its product line by catering to the needs of the majority.

Square Food and Beverage Limited, like any other business, is currently facing tough
competition in the market from competitors like Pran. This is why the company is trying to
strengthen its stance in the market and provide the promised value proposition to its customers.

To survive in the competitive market, Square Food and Beverage Limited has focused on its
marketing strategies. Starting from competitive pricing to ensuring the quality of every product,
Square Food and Beverage Limited have been able to create a position in its customers' minds.

Currently, the company is operating in both the national and international markets. Strong
distribution chains have been established throughout Bangladesh which allows people from
every district to purchase and experience the enriched products produced by the company.

The prospects of this business seem favourable as the company is able to quickly adapt to
technological changes, meaning in the long run, the company will be able to provide goods
according to the changes in consumer taste.

Overall, with proper investments, advertisements and new marketing strategies, Square Food
and Beverage Limited can expand customer equity by catering to local and international
consumers.
 Table of Contents
Cover……………………………………………………………………………… I
Title Page…………………………………………………………………………. II
Letter of Transmittal……………………………………………………………... III
Acknowledgement………………………………………………………………… IV
Executive Summary…………………………………………………………….... V

PART A:
1.0 Introduction and overview………………………………………………... 1
2.0 Organizational Profile: ................................................................................ (1-11)
2.1 Company history……………………………………………………. 3
2.2 Mission……………………………………………………………… 4
2.3 Vision……………………………………………………………….. 5
2.4 Different departments/ SBUs……………………………………….. 5

PART B:
3.0 Marketing Strategy....................................................................................... (11-26)
3.1 Segmentation………………………………………………………………... (11-15)
3.1.1 Geographic………………………………………………………... 11
3.1.2 Demographic……………………………………………………… 12
3.1.3 Psychographic.……………………………………………………. 14
3.1.4 Behavioral………………………………………………………… 14
3.2 Targeting……………………………………………………………………. (15-19)
3.2.1 Mass………………………………………………………………. 16
3.2.2 Segmented………………………………………………………… 16
3.2.3 Niche……………………………………………………………… 18
3.2.4 Micro……………………………………………………………… 18
3.3 Positioning………………………………………………………………….. (18-20)
3.3.1 Value propositions……………………………………………….... 19
3.3.2 Positioning statement……………………………………………… 20
3.4 Differentiation………………………………………………………………. (20-26)
3.4.1 Product…………………………………………………………….. 20
 3.4.2 Price……………………………………………………………….. 21
3.4.3 People …………………………………………………………….. 22
3.4.4 Channel……………………………………………………………. 23
3.4.5 Image……………………………………………………………… 25
3.5 Marketing Mix………………………………………………………………. (26-35)
3.5.1 Product……………………………………………………………. 26
a. Product Lines…………………………………………………. 26
b. Product Quality, Strengths and Weaknesses…………………. 27
c. Brand Name, Slogan, Logo, Packaging……………………… 28
3.5.2 Price……………………………………………………………….. 29
a. Pricing method
(e.g., cost plus, demand based, or competitor indexing) …….. 28
b. Pricing strategy (e.g., skimming, or penetration) …………….. 30
3.5.3 Distribution………………………………………………………… 30
a. Geographical Coverage……………………………………….. 30
b. Distribution Channels and Partners…………………………… 31
c. Physical Distribution and Logistics…………………………… 32
d. Electronic Distribution………………………………………… 32
3.5.4 Promotional Mix…………………………………………………… 33
a. Advertising……………………………………………………. 33
b. Sales promotion……………………………………………….. 33
c. Publicity and public relation………………………………….. 34
d. Electronic Promotion (web/Telephone) ……………………… 34
e. Word of Mouth………………………………………………… 35
4.0 SWOT Analysis............................................................................................... 36

PART C:
5.0 Recommendation and Conclusion…………………………………………. 37
 Page |1

PART A:
1.0 Introduction and overview
In this report, we intend to analyse the well renowned Square Food and Beverage Limited
company in Bangladesh. We will look into everything starting from the company's mission,
vision, strategic business units (sister concerns), the goals and moto of the business along with
the marketing strategy and the marketing mix. We will be looking in-depth as to how the
company is targeting its market, differentiating and delivering its value proposition. We will
see how the firm is carrying out its pricing and packaging, managing distribution channels and
at the same time satisfying both local and international customers. We will be assessing
potentials threats in the domestic and the international market while restating all the strategies
Square Food and Beverage Limited implements to strengthen their stance by providing quality
products at reasonable prices. Overall, we will be giving a detailed analysis of Square Food
and Beverage Limited and how it started from scratch and climbed up to its prestigious position
with plenty of international recognition.

2.0 Organizational Profile:

is a part of the Square Group, a leading corporate house in

Bangladesh. Previously known as The Square Consumer Products limited, launched in the
early 2000s, it soon earned consumers' trust by providing quality products and satisfactory
customer services. In 2005, the company obtained the international quality standard ISO 9001
because of its quality-oriented products. Due to continuous improvements and innovations of
its products, including constant human resource development and the implementation of
advanced technology in production, the company quickly strengthened its stance in the
industry. The company achieved its food safety management system ISO 22000 in 2010, and
in 2014, September 1, the company renamed itself to what it is currently known as 'Square
Food and Beverage Limited'.

Square Food and Beverage Limited have gained popularity by its forerunner brand Radhuni.
Radhuni has gained much attention from homemakers for its enriched spices and convenience,
making cooking less time consuming and much easier. Radhuni avails basic spices, ready
mixes, cereals & pulses-based products, and oils used in cooking.
 Page |2

Aside from Radhuni, Square Food and Beverage Limited (SFBL) introduced three other brands
in the market, named Ruchi, Chashi, and Chopstick. Ruchi provides instant snacks like
Chanachur, Dal Bhaja, Potato Crackers (Chips), Muri (Puffed Rice), Jhalmuri, Several kinds
of sauce, Tomato Ketchup, Jhuri Bhaja, and Pickles. Ruchi gained the trust of youngsters for
its taste and variety of products. Similarly, another brand on the business portfolio named
'Chashi' is the breakthrough start to collect fresh products straight from farmers. It gives the
essence of freshness that lures consumers wanting to experience fresh products from villages.
The most recent addition in the brand portfolio is nutritious, tasting salt-free, quality instant
noodles named 'Chopstick.' This product made another breakthrough in the market because
competitors have never implemented the concept of no tasting salt in noodles. This healthy
approach gained a lot of attention from health concerned customers looking for nutritious yet
tasty food options.
 Page |3

Square food and Beverage Limited (SFBL) promises to satisfy the increasing demand for
quality products both in the national and international markets. The Square Food and Beverage
Limited (SFBL) products are currently being exported in 30 international markets to meet the
international standards. The dedication of providing customers with quality products with
different variations at a reasonable price has allowed SFBL to obtain a strong position in the
food business in Bangladesh.

2.1 Company history

From early 1958, Square Group has flourished into one of the most powerful conglomerates in
Bangladesh. The company started when its founder Samson H Chowdhury (1925-2012)
partnered with three of his friends into a pharmaceutical company.

Why the name SQUARE?

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 in quality.
SQUARE today symbolises a name – a state of mind. But its journey to
growth and prosperity has been no bed of roses. From the initial stage, it has today burgeoned
into one of the top line businesses in Bangladesh.

Early Age: The founder of the square group, Samson H Chowdhury, was a legendary
entrepreneur of Bangladesh. With his innovation, leadership, and perseverance, Samson H
Chowdhury built a business empire from scratch. Starting with a small village pharmacy in
Pabna in 1952, Samson, over a span of five decades, built Square Group, one of the largest and
most diversified conglomerates of the country that, as of 2011, employs around 28,000 people
and generates an average annual turnover of more than US$ 616 million.
 Page |4

Mr. Samson H Chowdhury was born on 25 September

1925. After completing his education in India, he
returned to the then East Pakistan. He settled at
Ataikula village in Pabna district, where his father
worked as a Medical Officer in an outdoor
dispensary.

In 1952, he started a small pharmacy in Ataikula

village, 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.Even though the square group started off small, it
publicly developed a diverse national business in the field of Pharmaceuticals, Toiletries,
Garments, Textile, Information and Technology, Health Products, Food and Beverage
Products, Hospital, etc. The Square company did not only stick to trading in the national
markets but also ventured into international grounds.

Square Pharmaceuticals Limited is the forerunner brand of Square Group. A major contribution
in financing comes from this brand, but ever since Square diversified and built its company
portfolio, Square food and Beverage ltd had also shown its potential to dominate Bangladesh's
food market.

2.2 Mission
Square Food and Beverage's (SFBL) main intention is to become the leading world-class food
product manufacturer in Bangladesh. The company wants to ensure top quality products and
satisfactory customer services with the latest technology and motivated employees.

To proceed to provide the very best of what the consumer wants:

a. SFBL explores new segments of the market and to cater to it
b. To provide top quality hygienic food products.
c. To improve consumers' standard of food habits.
d. To ensure availability of products at consumer's doorsteps.
e. To heighten the organization’s strength and skill that will contribute to the company's
increasing growth both in domestic and global markets.
 Page |5

2.3 Vision
Square Food and Beverage Limited aim to provide intrinsic quality products for consumers at
a reasonable price and improve consumers' food habits.

2.4 Different departments/ SBUs

A strategic business unit, popularly known as SBU, is a fully-functional unit of a business with
its own vision and direction. Typically, a strategic business unit operates as a separate unit, but
it is also an important part of the company.

SQUARE, a small company of 1958, is a publicly listed diversified group of companies. There
are several companies under this group.

1. is a tertiary care hospital and the leading contributor of private

healthcare services in Bangladesh. This has been achieved only through consistent commitment
to improving people's lives through utmost service excellence since its inception on 16th
December 2006. Square Hospital is one of Square Group ventures, which is the top business
group in the country.

Square Hospital has almost all medical service departments under one roof, enabling it to
deliver properly integrated services to its patients. Where the inpatient department (IPD) of the
hospital can serve up to 500 patients, the outpatient department (OPD) of the hospital can serve
 Page |6

up to 1800 patients daily. Moreover, they have an ER (Emergency department), which is

operational 24/7 round the year.

2. was established in 1958. This flagship company has held a

strong leadership position in the pharmaceutical industry of Bangladesh since 1985.

SQUARE Pharmaceuticals Limited is the largest pharmaceutical company in Bangladesh, and

it has been continuously in the 1st position among all national and multinational companies
since 1985.

SQUARE Pharmaceuticals Limited has extended its range of services towards the highway of
the global market. It pioneered exports of medicines from Bangladesh in 1987 and has been
exporting antibiotics and other pharmaceutical products.

The present export market covers 42 countries. This extension in business and services has
manifested the credibility of Square Pharmaceuticals Limited.
 Page |7

There is plenty of medicine, antibiotics, and other pharmaceutical products that Square
Pharmaceuticals Limited manufacture. Some of them are:

3. has 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.
Currently, STL is the country's leading manufacturer of international quality cosmetics and
toiletries with 18 brands and more than 49 products covering a wide range of categories like
health and hygiene, skincare, haircare, oral care, baby care, fabric care, utensil care, and male
grooming. Some of these products are:
 Page |8

4. is a complete solution provider of computer

networking, nationwide Internet Service Provider (ISP), software development, and end-to-end
communication service through its own satellite HUB station (similar to Teleport).

It also provides Data communication service (through VSAT/ WiMAX/ Radio/ Fiber), DR Site
Service, Mobile application (Sales order), Web design and development, DSNG & Maritime
VSAT solution, Hardware trading (CISCO system, SOPHOS system), Private Cloud Solution,
E-mail solution, ICT managed service (PC, Server, Data backup, Antivirus solution,
Bandwidth management & Network maintenance), Software solution & development and
many more.

5. SQUARE stepped into the Textiles business

in 1997 by its yarns manufacturing unit namely Square Textiles Ltd. With most sophisticated
vertically integrated infrastructure SQUARE FASHIONS LIMITED (SFL) started its project
in 2001 & production in 2002 with the combination of modern Technology and skilled
 Page |9

professionals which helped it to achieve the position to cater for world’s top-notch customers
in a short span of time. Square Fashions Ltd. is in the process of becoming a one-stop
destination for international RMG buyers.

Square Fashions Limited is producing a wide range Readymade Knit Apparels (Polo Shirts, T-
Shirts, Tank Top, Trousers, Hooded Jacket & Cardigan, Sports Wear, Undergarments, Men’s
& Ladies Fashions Wear, Kids Wear) & Circular Knit Fabrics both in open width and tubular
width in different weight.

6. also known as Maasranga Television, is one of the leading

satellite television channels in Bangladesh. Maasranga is a proud member of Square Group,
one of the most well-regarded conglomerates in the country. Since its inception on July 30,
2011, as a mixed TV channel, Maasranga Television has been broadcasting accurate, time-
honored, and credible news from home and abroad along with exciting and inspiring
entertainment for the whole family.
 P a g e | 10

The whole production system is supported by state-of-the-art high definition (HD) television
technology introduced in Bangladesh by Maasranga. The programs are available in different
parts of Asia, Australia, Africa, Europe, and the USA. Millions of viewers across the world
have shared their enthusiasm for the programming provided by Maasranga.

7. Aegis Service Ltd, one of the leading services providing Bangladesh companies,
is a sister concern of Square Group. Since its inception from 01 March 1999, today, AEGIS
boasts a diverse and honoured clientele encompassing Embassies, UN bodies, national and
multinational organisations, medium to large industrial premises and corporate institutions, and
many other renowned brands.

‘AEGIS’ means impregnable protection or shield. This name is to denote that Aegis will protect
the company's interest from outside security threats like a shield. As the name implies, it
believes that protecting human resources, assets, and information of an organisation is a
strategic requirement for any business operation. Services of AEGIS comprises Unarmed
Security Service, Event Security Management, Security Survey, and Risk Assessment, Security
Equipment, Dog Squad (K-9), Fire Detection and Protection, Housekeeping Service, Pest
Control, Facility Management Services. Two full-fledged training centres coordinate AEGIS's
security service, a team of ex-military, experienced, and dedicated trainers.
 P a g e | 11

With 6500+ dedicated and trained members, it creates a safe and secure environment for
smooth key activities and proudly facilitates business processes.

Others strategic business units (SBUs) of SQUARE group are:

SQUARE College of Nursing

PART B:
3.0 Marketing Strategy
A marketer has to try different segmentation variables and in combination, to find the best way
to view the market structure.

3.1 Segmentation
In this section, we are going to discuss four important market segmentation of Square Food
and Beverages Limited.
● Geographic Segmentation
● Demographic Segmentation
● Psychographic Segmentation
● Behavioural Segmentation

3.1.1 Geographic Segmentation

Geographic segments call for dividing the market into different geographical units such as
nations, regions, states, countries, cities, or even neighbourhoods. A company can choose many
segments to serve. Square Food and Beverage Ltd. assures to satisfy the increasing demand for
quality products each reception and abroad. The products with international standards are being
 P a g e | 12

exported to thirty countries. Square Food & Beverages Limited is strengthening its export
operations to become a world player by providing quality food products at an affordable price.
The company is commercialising the products with international standards in thirty countries
around the world.

Square has almost covered the maximum portion of Bangladesh, which are stated below:
● National Presence:
Panchagarh, Thakurgaon, Nilphamari, Lalmonirhat, Rangpur, Kurigram, Dinajpur, Joypurhat,
Gaibandha, Naogaon, Nawabganj, Sherpur, Jamalpur, Bogra, Nator, Rajshahi, Sirajgamj,
Natore, Pabna, Tangail, Kushtia, Meherpur, Mymensingh, Netrokona, Rajbari, Magura,
Tangail, Manuikganj, Chuadanga, Jenaidah, Magura, Jessore, Narail, Khulna, Satkhira,
Bagerhat, Barguna, Perojpur, Patuakhali, Faridpur, Gopalganj, Munshiganj, Madaripur,
Barisal, Jhalorkati, Bhola, Comilla, Habiganj, Chandpur, Laxmipur, Feni, Dhaka, Kishoreganj,
Moulvibazar, Noakhali, Chittagong, Rangamati, Khagrachari, Cox’s Bazar, Sinamganj, Sylhet,
Munshiganj, Satkhira, Bandarban.

● Global Presence:
Australia, Bahrain, Bhutan, Canada, Cyprus, France, Italy, Malaysia, Saudi Arabia, Sweden,
Germany, Japan, Maldives, Singapore, Switzerland, Greece, Jordan, Mauritius, S.Africa, UAE,
Hong Kong, Kuwait, Oman, S. Korea, India, Lebanon, Qatar, UK, Spain, USA.

3.1.2 Demographic Segmentation

Dividing the market into segments based on variables such as age, life cycle stages, gender,
income, occupation, education, religion, ethnicity and the generation is known as demographic
segmentation. Customer’s needs want, and usage rate often varies closely with demographic
variables.

Square Food & Beverage Ltd. has presented four prevalent brands within the showcase,
specifically Radhuni, Ruchi, Chashi and Chopstick. Radhuni is the lead brand of the company.
Fair after its presentation,
● Housewives- Radhuni drew the consideration of housewives who requested comfort and
time sparing cooking. The item run of Radhuni is enhanced with essential spices, ready mixes,
cereals & pulses-based items and edible oil.
 P a g e | 13

● Bachelors- Radhuni assures that bachelors living abroad can have the taste of food as same
as their mother’s hand only by using such mixes and items.
● Youngsters- On the other hand, Ruchi is giving ready-to-eat snacks like Chanachur, Fried
Dal, Potato Crackers, Muri, Jhalmuri, Sauce, Ketchup, Jhuri Bhaja, Chutney and Pickles. Ruchi
has won the heart of the youngsters for its healthy, delicious & imaginative groundbreaking
items.
● Children- The most recent expansion within the brand portfolio is Chopstick, which has
been launched with a guarantee of giving top-notch, nutritious and quality moment noodles
within the market. Chopstick Moment Noodles is contrasting within the showcase as it has
tasting salt-free noodles within the category which is specially developed for the wellbeing of
children. Also, they’ve recently launched a fruit juice named “Aaram” for the children.
● General- Chashi is the point of interest of those items which are collected straightforwardly
from the farmers having the innate substance and freshness. This is for general customers as
well.
● Income- Square Food and beverages produce products that people from any income sector
can buy. Be it lower class, middle-lower class, middle class, anyone can easily have access to
such items.
 P a g e | 14

3.1.3 Psychographic Segmentation

Another process of segmentation is psychographic segmentation. Psychographic segmentation
divides buyers into different based on lifestyle or personality characteristics. Every person has
their own choice and preferences. Based on their product choice markets create products that
attract people in a different segment.

Square food and Beverage also focus on psychological segmentation. They design their product
according to the consumers' lifestyle and personality. In their product line, they have various
kinds of ready mixes, munching range, chewing range. These items are segmented by
psychographic segmentation.

In ready-mix product line square have;

Meat Curry Masala, Chicken Masala, Fish Curry Masala, Kabab Masala, Biryani Masala,
Borhani Masala, Beef Masala, Tahari masala, Chatpati masala, Garam Masala, Panchforan,
Roast masala, Radhuni Mejbani Beef Masala, Radhuni Butter Chicken Masala, Haleem mix,
Khichuri Mix, Firni mix, Falooda mix and Jorda mix.

Some people prefer beef more than chicken; some prefer Khichuri, and some prefer Falooda.
Square created a diverse product line to meet each one's preference. Ready-mix is basically
created for a housewife who also works outside the home. Their situation gets tough when they
have to work hard both inside and outside the home. Ready mixes make their work easier. This
product line is basically based on women’s lifestyles. People who are into spicy item Square
have come up with Ruchi Jhal Chanachur. They also added Bar-B-Q Chanachur as a side
flavour. For health-conscious people, they produced noodles without tasting salt named
Chopsticks.

3.1.4 Behavioural Segmentation:

Behavioural segmentation divides consumers into segments supporting their knowledge
attitudes, uses, or responses to a product.
When consumers buy a product, two facts directly affect their behaviour of buying. One is
occasional, and another is benefit sought. Consumers evaluate a product before buying.
Occasion and benefit that a consumer gets after purchasing a product determine their
behaviour.
 P a g e | 15

● Occasions:
When they get the idea to buy, actually make their purchases or use the purchased items, buyers
can be grouped according to occasions. Occasional segmentation can help companies build up
the use of goods.

In Bangladesh, Payesh, Vermicelli (Shemaii), Jorda, Kheer, Firni are most in-demand at the
times of Eid. Radhuni has created ready mixes of them as well, and these products of Square
are highly used in occasions like this.

On occasions like a family get together, or meet and greet or with friends Ruchi Jhaal
Chanachur or Chotpoti is prefered a lot. In the summer, when different types of sour
Bangladeshi fruits are available, Ruchii Kashandi is a must with them.

● Benefit Sought:
It is a powerful form of segmentation; by this, we can determine the group of people who seek
different benefits from a product.
Square Food and Beverage produce ready mix spice range. This product range is very
convenient for those groups of people who cannot get enough time to mix up their own spices,
especially working wives, from this product they are getting more benefits. It is more helpful
for that group who cannot cook a dish properly. They can use the Radhuni Ready-mix and
enjoy the dish. Moreover, for people who produce pickles, the process of making it, is very
lengthy and complicated. They want an easier way. Ruchi pickle range is a good choice for
them to get a good product without any hassle.

3.2 Targeting
A target market includes a set of buyers who share a common need or characteristics that a
company chooses to serve. Market targeting can be carried out at a few distinctive levels such
as-

● Undifferentiated Marketing (Mass Marketing)

● Differentiated Marketing (Segmented Marketing)
● Concentrated Marketing (Niche Marketing)
● Micromarketing
 P a g e | 16

3.2.1 Undifferentiated Marketing (Mass Marketing)

A market coverage strategy in which a firm chooses to disregard market sections differences
and go after the complete market with one another.

Square Food and Beverages Limited produce a large number of basic spices and ready mixes,
pickles, Kashundi, Chasi the Chinigura rice, noodles named Chopstick and three different
flavours of food juice named “Aaram”.

These products cannot be included in mass marketing because people living in rural areas are
more likely to grind spices on their own, which is why ready mixes and spices are not wanted
in such areas.

Again, the Chasi Chinigura rice has great packaging, and it is a premium quality product. It is
only prefered by a minimal segment which is why it is also not included in mass marketing as
well. The other products of the company cannot be in mass marketing too.

3.2.2 Differentiated Marketing (Segmented Marketing)

A differentiated marketing strategy during which a firm targets many market sections and
designs separate offers for each of them.
Initially, Square Food and Beverages Limited started with Radhuni processed basic Spices
(Chilli Powder, Turmeric Powder, Cumin Powder, Coriander Powder etc.) for targeting the
housewives. Then Radhuni added various ready mixes like Biryani Masala, Beef Masala,
Chatpati Masala, Borhani Masala, Butter Chicken Masala and many more. Square demands
that it requires very less effort, and you can easily get the desired taste you want. These products
attract a new segment of working women and bachelors.

1. Radhuni: There are bunch of ready mixes like Biryani Masala, Beef Masala, Chatpati
Masala, Borhani Masala, Butter Chicken Masala, Meat Curry Masala, Fish Curry Masala,
Kabab Masala, Tahari Masala, Garam Masala, Panchforan, Roast Masala, Mejbani Beef
Masala, Butter Chicken Masala, Haleem Mix, Khichuri Mix, Firni Mix, Falooda Mix, Jorda
Mix.
 P a g e | 17

2. Ruchi: For its healthy, tasty & innovative, ground-breaking products Ruchi has won the
heart of the youngsters. Some of its products are Ruchi Chanachur, Fried Dal, Potato
Crackers, Muri, Jhalmuri, Sauce, Ketchup, Jhuribhaja, Chutney, Pickles and many more.

3. Chashi: Chashi Aromatic Chinigura Rice is hygienically processed and polished by

automated machines from specifically selected premium
quality white rice using modern technology which provides
consumers with the best quality rice. It is not only popular for
its natural aroma but also adds a unique taste and flavour to
Biryani, Pulao, Khichuri, Desserts, etc. People who are
concerned about fitness and health, prefer Chashi Chinigura
Rice for its premium quality.

4. Chopstick and Aram: Again, they launched Chopsticks which is a noodle that has no
tasting salt in it along with a fruit juice with three different flavours. Here they are targeting
children as well.

Developing a stronger position with several segments creates more total sales than
undifferentiated marketing across all segments. Here we can see, Square Food and Beverages
 P a g e | 18

limited has targeted various numbers of segments. They have used the segmented marketing
strategy successfully.

3.2.3 Concentrated Marketing (Niche Marketing)

Niche marketing is a strategy that centres on a special target market. Rather than promoting to
everybody who sees an advantage from an item or benefit, this procedure centres only on one
group or few. Square mainly targets on basic products so,
Square Food and beverages limited do not produce any product that includes niche marketing.

3.2.4 Micromarketing:
Micromarketing is an approach to advertising that tends to target a specific group of people in
a niche market. It includes-
● Local marketing
● Individual Marketing.

Local Marketing: Local marketing involves tailoring brands and promotion to the needs
and wants of local customers.
Square does local marketing. Square produces products which consumers need frequently.
Customer consumes that product frequently. That is why the product should be available in
every place. Getting products like this can be convenient through local marketing. Local
marketers make it easier to purchase. They can broadly advertise the product to consumers.

Individual Marketing: Individual marketing involves tailoring products and marketing

programs to the reach and preference of individual customers.
Square Food and beverages limited do not produce any product that includes any customised
or individual products. They make products that are for general public marketing.

3.3 Positioning
How consumers define a product on important attributes -the place it occupies in the minds of
consumers relative to competing products. Products are made in factories, but the brands
happen in the minds of consumers.
 P a g e | 19

Square Food and Beverages Limited, leading brands Radhuni and Ruchi have successfully
claimed its position in consumers’ minds. In consumers' minds, these two brands come first
when it comes to basic spices, ready mixes, Chanachur and many more.

3.3.1 Value Propositions

A company's value proposition is a set of benefits and values its promises to deliver to the
consumers to satisfy their needs.

After analysing the market of Square Food and Beverage, we can see that the positioning
strategy of the company are-

More for The Same

The company is giving more benefits than the other competitors within the same price. For
example, Bombay sweets classical Chanachur 600 grams price is 100tk, whereas Ruchi BBQ
Chanachur is also priced 100tk. They are offering more (Bar-B-Q flavour), but pricing is the
same as the Bombay sweet classical Chanachur.

More for The Less

Also, the company is offering more benefit for the less. They are producing premium quality
spices and ready mixes, but they are pricing low. For example, 200gm Coriander Powder from
Arku is 65tk, whereas Radhuni charge the same powder with premium quality for 63tk.
 P a g e | 20

3.3.2 Positioning Statement

The statement of positioning notes the product's membership in a category and displays
afterwards its point of distinction from that of other members about the category.
➔ To (target market)—Our (brand)—Is (concept)—That (differentiation)

To the consumers who are looking for premium quality food at a reasonable price, our
Square Food and Beverage limited is a food-producing company that offers consumers the
best product maintaining strict hygiene within rational prices.

3.4 Differentiation
Differentiation is the process companies use to make a product or service stand out from its
competitors in ways that provide unique value to the customer. Differentiation identifies a set
of characteristics and benefits that make a product different and better for a target audience.

3.4.1 Product
• Radhuni: Radhuni is the leading brand of the company. It has become popular for its
several qualities drawing the attention of housewives by producing such products that save
time and is convenient for them to prepare food. These are not only of high-quality products
but also are very loving to the busy lifestyle of cooking women in today’s generation. Some
of the products include: Radhuni Turmeric Powder, Coriander Powder, Chili Powder,
Readymade Falooda Mix, Radhuni Kashundi, Jorda Mix, Korma Mix Etc. which come
with a rich flavor along with good packaging.

• Ruchi: Ruchi includes the ready to eat snacks as Chanachur, Fried Dal, Peanut, Chutney,
Jhuribhaja, Potato Crackers, Jhalmuri, Sauce, Pickles, Jams etc. People of every age like
these products so much and these have got unique flavors. That is why it is taking a strong
position in the market as well. The plant of Ruchi is situated at Pabna.

• Chashi: Recently it introduced another new brand that is Chashi, whose products are
collected directly from the farmers having the freshness of the home and nature such as
 P a g e | 21

minicate, Chinigura rice. The plant of Chashi is situated at Dinajpur. Though it is new in
the market, in the meantime it has earned a lot of fame for its purity.

• Chopstick: It is the very new brand into the market which includes noodles. It has
different flavors of chopstick noodles of different flavors such as tom yum classic, BBQ
and yummy masala and of other flavors. The plant of Chopstick is situated at Pabna.

Square Food and Beverage Ltd. has not stopped thinking about its further progression and
spreading of its business keeping it within the boundary of Bangladesh only. One of its new
addition is “Mowja” which has not been introduced in the market completely. It has also
broadened its wings successfully exporting in more than 30 countries around the world such
as: Australia, Bahrain, Bhutan, Cyprus, Canada and other countries as well with a starting with
South Korea in the year 2002.

3.4.2 Price
After all the procedures are done, they will set their product's prices by comparing with
competitors' price and conduct their cost analysis. Finally, they are going to put an actual cost
of their products.

Difference between Radhuni and Pran Chili Powder regarding MRP and Quantity:
Quantity Radhuni Chili Powder (Price) Pran Chili Powder (Price)

50 gm 24 25
100 gm 46 47
200 gm 88 90
500 gm 200 205
1000 gm 250 252
 P a g e | 22

Difference between Radhuni and Pran Turmeric Powder regarding MRP and Quantity:
Quantity Radhuni Turmeric Pran Turmeric Powder
Powder (Price) (Price)

50 gm 18 10
100 gm 37 38
200 gm 75 76
500 gm 175 176

Difference between Radhuni and Pran Cumin Powder regarding MRP and Quantity:
Quantity Radhuni Cumin Powder Pran Cumin Powder
(Price) (Price)
50 gm 14 15
100 gm 28 30
200 gm 52 52
500 gm 127 128
1000 gm 246 248

Difference between Radhuni and Pran Coriander Powder regarding MRP and Quantity:
Quantity Radhuni Coriander Pran Coriander Powder
Powder (Price) (Price)
50 gm 40 42
100 gm 75 76
200 gm 150 152
500 gm 370 372
1000 gm 735 736

3.4.3 People
Companies can also gain a strong competitive advantage through people differentiation hiring
and training better people than their competitors do. People differentiation requires that a
company select its customer-contact people carefully and train them well. Square Food &
Beverage Ltd trains its people thoroughly to ensure that they are competent, courteous,
friendly, and upbeat from upper management to the lower management, each employee is
 P a g e | 23

carefully trained to understand customers and to “make people happy.” Overall business
operations including general administration. Procurement of new orders Distribution Customer
handling product quality ensuring adequate cash flow to meet working capital requirements
etc.
Square food and Beverage Limited (SFBL) have 4 sectors to ensure its operation are running
smoothly
1. Machines Operators: They are required to operate the packing machine. They are also
responsible for the machine's timely maintenance, oiling, etc.
2. Quality Assurance Officer: The person will be responsible for the quality check of the raw
and finished products according to the industry standards.
3. Sales Coordinators: They are responsible for day-to-day coordination with distribution and
production operations and coordination with the distributor. They are also responsible to carry
out field surveys and ensure product availability in the immediate market.
4. Admin/Accounts Officer: He is mainly responsible for carrying out day to day
administrative activities of the overall business including facilitation provided to the owner as
and when required.

3.4.4 Channel

A marketing channel is a set of practices or activities necessary to transfer the ownership of

goods and Services to move goods, from the point of Production to the point of consumption.
One of the ways a company can differentiate their offerings in the minds of the consumers.
They can differentiate their offerings through their channel's coverage, expertise, and
performance and thus may achieve competitive advantage.
 P a g e | 24

They're two ways to distribute product:

1. Direct channel
2. Indirect channel

Direct Channel: The business of selling products or services directly to the public, e.g., by
mail order or telephone selling, rather than through retailers.

Retail Outlets: We will build some retail outlets for special areas and places. Sometimes it
is very important to have retail outlets which should be owned by companies.

Online Distribution: This is digital generation and SFBL company is a manufacturing

company so their distribution system must be digital. They are producing spicy masala, so their
products will have great demand. Because every masala has a significant demand. So, they will
also make their distribution system digital. By analyzing competitors' distribution system, they
will develop their own distribution system to sell our products. To use the best strategy of the
distribution system they will use online. Today the use of the internet is increasing so customers
to manufacturers everyone is using the internet. If they distribute their products online it would
be easier beside it will work as a promotion. They will make some plans for an online
distribution system.

• Facebook webpage

• Own website

• Online order system

• Online delivery system

• Cash on delivery

• Smartphone app
 P a g e | 25

Indirect Channel
The Selling of Products Through a Distribution Channel That Includes Wholesaler & Retailers.

Middleman: We will contact a middleman and he will operate as a link between

consumers and us. He will let us know the choice and the demand of our product.

Merchant Middleman: We will sell our products to a Merchant Middleman and he will
send our products to consumers.

Wholesaler: We will also sell our products to wholesalers. They will take our products to
retailers and retailers will provide the goods to customers. Basically, we will select wholesalers
in every district and areas where we are going to sell.

Retailer: We will select some retailers for some special area. We will directly provide our
products.

Manufacturer’s Agent: We will appoint a manufacturer’s agent and he will make all the
deals and find the sources on how to sell products efficiently. He will negotiate with all
wholesalers and retailers and he will handle all deals.

3.4.5 Image
Company may differentiate itself from its competitors by image, the particular image or its
logo and symbols, Its advertising, Its events and other sources of differentiation.
 P a g e | 26

SQUARE today symbolizes a name – a state of mind. But its journey to growth and prosperity
has been no bed of roses. From the inception in 1958, it has today burgeoned into one of the
top line conglomerates in Bangladesh.

3.5 Marketing Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The “4Ps” make up a typical marketing mix - Price, Product,
Promotion, and Place. However, nowadays, the marketing mix increasingly includes several
other Ps like packaging, positioning, people, and even politics as vital mix elements.

3.5.1 Product
Product means the goods and services that a company offers to the target market. To sell a
product in the market, marketers should maintain some Procedures. The Products of Square
Food & Beverage Ltd. enables customers to have a different experience. The products of
Square Food and Beverage Limited are Convenience Products when a consumer product that
customers usually buy frequently, immediately, and with minimal comparison and buying
effort is a convenience product.

a. Product Lines
A product line means a group of related products marketed and sold under a specific brand,
offered by a particular company. A product line is a unique product category or product brand
a company offers. Product lines are product groups consisting of related products based on a
target audience, value proposition, a technology used customer preference, etc.

Product lines for Square Food & Beverage Ltd. are:

● Ruchi

● Radhuni

● Chashi

● Chopstick

● Aaram
 P a g e | 27

b. Product Quality, Strengths and Weaknesses:

Product Quality: Square Food & Beverage Limited always delivers quality products for
its customers. The company cares for its consumers and keeps its promise by accumulating the
finest ingredients. It makes products considering the finest ingredients, technology, and
manufacturing unit.

Product Strengths: As one of the leading companies in its industry, Square Group. has
numerous strengths that help it to thrive in the marketplace. These strengths not only help it to
protect the market share in existing markets but also help in penetrating new markets.
● Square Food and Beverage Limited maintain a strong dealer community. It has built a culture
among distributors & dealers where the dealers not only promote the company’s products but
also invest in training the sales team to explain to the customer how he/she can extract the
maximum benefits out of the products.
● It has a strong brand portfolio. Over the years, Square Group. has invested in building a
strong brand portfolio.
● It has a strong distribution network. Over the years, Square Group has built a reliable
distribution network that can reach the majority of its potential market.
● It has reliable suppliers. It has a strong base of reliable suppliers of raw materials, thus
enabling the company to overcome any supply chain bottlenecks.
● Square Food and Beverage Ltd. has good returns on capital expenditure. The company is
relatively successful at the execution of new projects and generated good returns on capital
expenditure by building new revenue streams.

Product Weaknesses: Weaknesses in the areas where Square can improve upon. A strategy is
about making choices and weaknesses are the areas where a company can improve using
SWOT analysis and build on its competitive advantage and strategic positioning.
● Days inventory is high compared to the competitors in this company.
● There are gaps in the product range sold by the company. This lack of choice can give a new
competitor a foothold in the market.
● The company has not been able to tackle the challenges present by the new entrants in the
segment and has lost a small market share in the niche categories.
● Right now, the investment in technologies is not at par with the vision of the company. This
company needs more investment in new technologies. Given the scale of expansion and
 P a g e | 28

different geographies the company is planning to expand into, it needs to put more money in
technology to integrate the processes across the board.

c. Brand Name, Slogan, Logo, Packaging

Brand Name: A name given by the maker to a product or range of products, especially a
trademark is a brand name. It should be easy to remember for customers so that customers can
recognise the company’s products. The brand name of our company is Square Food and
Beverage Limited. The name directly indicates the products of our company.

Slogan: Square Food and Beverage Ltd. does not have any specific slogan.

Logo:

Packaging: Packaging is essential to protect the product. Square Food & Beverage Limited
uses a fully automated packaging system which ensures zero exposure to external hazard. It
strives to manufacture and pack all the products following the requirements of CODEX,
HACCP and FDA to meet the requirements of the customers of home and abroad. So, Square
uses the most advanced packaging product. The automatic machine they use for packaging is
given below:
 P a g e | 29

3.5.2 Price
Price is an important thing for buyer & seller. Price is the number of money consumers wish
to pay to obtain the product. There are many types of customers in our society. So, the price
should be set at a reasonable state so that the middle-class people can take the product. The
price of the raw materials in India and Bangladesh are not the same. Indian Masala ingredients
are cheaper than Bangladeshi masala ingredients, and the quality and the colour of Indian
Masala is better than Bangladeshi masala ingredients. The prices are not the same, so that’s
why they import their raw materials from India.

a. Pricing Method (e.g., cost plus, demand based, or competitor indexing)

When processing, packing, and everything is done, then we will set our products price by
analysing competitors’ price and conducting cost analyses.

• Demand Pricing: Square Food and Beverage Ltd. set prices for all types of customers.
We set the pricing method depending on the consumer demand for a product or service as
the main element of setting a price for a product or service. It is affected by consumer
demand. When the price increases, the demand falls and when the price falls, the demand
increases. Prices of products or services of Square Food and Beverage Ltd. can increase
due to bad weather, festive periods, or in the case of natural disasters.

• Competitive Pricing: Firms within the fast-food industry fall under the market
structure of perfect competition. Square Food and Beverage Ltd. falls under the perfect
competition market as this is a food industry. There are so many buyers and sellers for the
products. It is easy to enter and exit from the market for the company. There are
homogeneous products, and the firm is the price taker.

• Cost-plus Pricing: Cost-based pricing involves setting prices based on the costs for
producing, distributing and selling the product. Square Food and Beverage Ltd uses this
pricing method. It focuses on the company’s situation when determining price. The
company sets prices between the price floor and the price ceiling. By this pricing method
the company attracts consumers who are looking for inexpensive products and services.
 P a g e | 30

b. Pricing strategy (e.g., skimming or penetration)

Pricing the products should not be considered only based on cost. Price skimming means setting
up a high price and lowering it as the market evolves. It actually goes for the machinery items.
As Square Food and Beverage limited serves food items, price skimming doesn't count here.
Penetration pricing—setting a low price to enter a competitive market and raising it. Square
Food and Beverage Ltd. follow this strategy. Their target is to reach most of the people so they
set the prices of their products at a minimum so that normal customers can easily buy.

3.5.3 Distribution
Distribution is very important for any company to build up properly. If we keep an eye on the
marketing mix section at that time, we will be able to see that the marketing mix consists of
four “P”, those are:
● Price,
● Product,
● Place and
● Promotion.

Where the distribution part goes under the place, distribution can be done through Geographical
Coverage, Distribution channels and partners. Physical Distribution and Logistics and
Electronic distribution. As Square is one of the renowned companies throughout the world,
they might follow the distribution process. Otherwise, they couldn't reach this position.

a. Geographical Coverage
Square Food and Beverage Limited started its operation as an individual company. Within
a concise span of time, SCPL has drawn the attention of the consumers by providing quality
products and preferred services. There are 8 divisions in Bangladesh and we can proudly
say that Square company exists throughout the whole country and day by day the Square is
increasing its supply. Square Food & Beverage Limited is strengthening its export
operations to become a high performing global player by supplying quality food products
at a reasonable price. Its products comply with international phytosanitary requirements.
Starting its first export to South Korea in 2002, the company is currently exporting the
products with international standards in 30 countries around the world which includes
Australia, Europe, North America, Africa and Asia.
 P a g e | 31

Technical capabilities in processing, post-harvest handling, maintaining Good

Manufacturing Practice (GMP) and modern grinding technology have given Square Food
& Beverage Limited a strong competitive edge in the industry.

b. Distribution Channels and Partners

According to the rules Square Food and Beverage Limited made a Distribution Channel
and Partner, and through that way, they distribute their products

• Middle Man: They contact a middle man and he will operate as a link between
consumers and the company. He will let the company know the choice and the demand
of the product.
• Merchant Middlemen: Companies sell their products to the merchant middlemen and
he will send the products to the consumers.
• Wholesaler: Companies also sell their products to the wholesalers. Wholesalers take
the products to the retailers and retailers will provide the goods to the consumers.
Basically, companies select wholesalers in every district and areas where they are going
to sell.
• Retailer: Company selects some retailers for some special areas. Then company
directly provides their products to those retailers.
• Manufacturer’s Agent: Company will appoint a manufacturer's agent and he will
make all the deals and find the sources on how to sell products efficiently. He will
negotiate with all the wholesalers and the retailers and he will handle all the deals.
 P a g e | 32

• Retail Outlets: Companies will build some own retail outlets for special areas and
places. Sometimes it is very important to have retail outlets which should be owned by
companies.
Through this way Square Food and Beverage Company Limited maintains the distribution
channel and partners. Company will appoint a manufacturer's agent, and he will make all
the deals and find the sources on how to sell products efficiently. He will negotiate with all
the wholesalers and retailers and will handle all the aspects regarding distribution.

c. Physical Distribution and Logistics Square Food and Beverage Limited is very much
well known to all of us and the process of physical distribution is, they supply their product to the
Super Shop like Shopno, Meena Bazaar, Prince Bazar, Aagora etc. From those super shops the
wholesaler can collect the products or the consumers can directly collect those products from those
super shops. Square Food and Beverage also has their own transportation system. By using their
own vehicle, they used to
supply their product directly to
the wholesalers from their
warehouse and then the
wholesalers supply those
products to the retailers or local
shops. When the retailers get
the products from the
wholesalers then the consumers
can collect the products very
easily.

d. Electronic Distribution
Electronic distribution mainly based on online supply. This is digital generation and Square Food and
Beverage is a manufacturing company so their distribution channel must be digital. By analyzing the
competitor’s distribution system, they will develop their own distribution system to sell their products.
To use the best strategy of distribution they will use online. Today the use of the internet is increasing
from customers to manufacturers. Everyone is using the internet. So, when they will distribute their
product online it would be easier besides it will work as a promotion. They will make some plan for an
online distribution system.
❖ Facebook Webpage
 P a g e | 33

❖ Own website
❖ Online order system
❖ Online delivery system
❖ Smart order system
❖ Smartphone app

These are the procedures of distribution of products online. Through these smartest ways, they distribute
their products by Electronic Distribution.

3.5.4 Promotional Mix

The Promotion Mix refers to the blend of several promotional tools used by the business to
create, maintain and increase the demand for goods and services. The fourth element of the 4
P's of Marketing Mix is the promotion; that focuses on creating awareness and persuading the
customers to initiate the purchase. The several tools that facilitate the promotion objective of
Square Food & Beverage Ltd., collectively known as the Promotion Mix. The Promotion Mix
is the integration of Advertising, Personal Selling, Sales Promotion, Public Relations and
Direct Marketing. The marketers need to view the following questions to have a balanced blend
of these promotional tools in Square Food & Beverage Ltd.

a. Advertising: Square Food & Beverage Ltd. advertising is a paid form of nonpersonal
presentation and promotion of goods and services by the identified sponsor in the exchange of
a fee. Through advertising, Square Food & Beverage Ltd. tries to build a pull strategy; wherein
the customer is instigated to try the product of Square Food & Beverage Ltd. at least once. The
complete information, along with the attractive graphics of the product or service, can be shown
to the customers that grab their attention and influence the purchase decision about Square
Food & Beverage Ltd.

b. Sales promotion: The sales promotion of Square Food & Beverage Ltd. is the short-
term incentives given to the customers to have an increased sale for a given period. Generally,
the sales promotion schemes are floated in the market at the time of festivals or the end of the
season. Discounts, Coupons, Payback offers, Freebies, etc. are some of the sales promotion
schemes. With the sales promotion, the Square Food & Beverage Ltd. focuses on the increased
short-term profits, by attracting both the existing and the new customers. SFBL has four brands
 P a g e | 34

like Radhuni, Ruchi, Chashi Chinigura Chal and Chopstick Noodles. Generally, SFBL gives
more importance to trade promotion. It is believed that before convincing customers, it is more
important to impress the distributor. No matter how good a product is, if a firm fails to ensure
the product availability in the market, then at the end of the day companies cannot make a
profit. Giving attractive promotions is the best way to impress the distributor. When the
distributor feels happy to the company, then they try to sell the products to the customer
willingly. Most of the cases, only trade promotion can make this scenario in real life. This is
the beauty of "Trade promotion."

c. Publicity and Public Relation

In Square Food & Beverage Ltd. the marketers try to build a favourable image in the market
by creating relations with the general public. The Square Food & Beverage Ltd. carry out
several public relations campaigns to have the support of all the people associated with it either
directly or indirectly. The public comprises the customers, employees, suppliers, distributors,
shareholders, government and society as a whole. The publicity is one of the forms of public
relations that the company may use to bring newsworthy information to the public in Square
Food & Beverage Ltd. There is a process to get free product items which are applicable only
for general consumers. Here, Square Group delivers free items to the public relation officer to
give that item to potential customers. Therefore, they deal with various customers to give that
free product, and Square Group has no liability, thereafter informing retailers. It occurs such
as, if a customer buys a product or multi-product with a quantity of 1000 units, they will get 2
free products with purchase.

d. Electronic Promotion (Web/Telephone)

In Square Food & Beverage Ltd., digital promotion uses social media, phones, and other
electronic devices to advertise or sponsor a product or service. Sometimes these ads appear
when you search for a new topic. They are distinguished (sometimes) by a small box that says
"ad". Advertising is part of the overall program of digital marketing.

1. Approach Food Bloggers to Promote Your Food Products: One of the most successful
techniques of digital marketing for food products is to get in touch with food bloggers and ask
them to promote Square Food & Beverage Ltd. food products. Here are a few steps Square
Food & Beverage Ltd. use to achieve their goal:
 P a g e | 35

● Check out the blogs of a bunch of food bloggers and choose a few that seem relevant to
Square Food & Beverage Ltd. products. Make sure the readers of those blogs are the audience
that the company is trying to target. Select the bloggers who do reviews.
● Start by writing a personalised email to the blogger. Take time to introduce Square Food &
Beverage Ltd.
● Be helpful and respectful to the blogger and offer some publicity.
● Unique in the Square Food & Beverage Ltd. approach and see what the company can do to
get the blogger's attention.
2. Run a Facebook Contest: One of the most popular ways to increase Square Food &
Beverage Ltd. likes and shares on Facebook is to run a Facebook contest. This is a great digital
marketing strategy for the food industry. A suggestion for a fun Facebook contest that will keep
there are customers engaged is to ask them to take pictures of themselves when they visit one
of their locations or purchase one of their products and then post them on their Facebook pages
using a certain hashtag that the company gives them. Not only does this create a personal
testimonial for Square Food & Beverage Ltd. business, but it will also increase their sales.

3. Create Visual Stories on Instagram and Promote Them: There is nothing as powerful as
a visual story on Instagram when it comes to digital marketing strategies for the food industry.
Square Food & Beverage Ltd. the brands that used this technique to create awareness about its
products. The frozen food giant used a series of tantalising images to help its audience explore
various possibilities with frozen food.

e. Word of Mouth
Marketing (WOM marketing) is when a consumer's interest in a company's product or service
is reflected in their daily dialogues. Essentially, the Square Food & Beverage Ltd. is free
advertising triggered by customer experiences—and usually, something that goes beyond what
they expected. Word-of-mouth marketing can be encouraged through different publicity
activities set up by the company, or by having opportunities to encourage consumer-to-
consumer and consumer-to-marketer communications. Also referred to as "WOMM" or "word-
of-mouth advertising," WOM marketing includes buzz, viral, blog, emotional, and social media
marketing.
• In Square Food & Beverage Ltd. word-of-mouth marketing (WOM marketing) is when
consumers talk about a company's product or service to their friends.
 P a g e | 36

• In Square Food & Beverage Ltd., WOM marketing is one of the most powerful forms of
advertising as 92% of consumers trust their friends over traditional media.
• Square Food & Beverage Ltd. actually encourage WOM marketing through exceeding
expectations on a product, providing good customer service, and giving exclusive
information to consumers.

4.0 SWOT Analysis

Since we know every organization starting its operation has got some strengths, weaknesses,
opportunities and threats as well. The SWOT analysis of Square Food and Beverage Ltd. is
given below:

Strengths:
The strengths of this organization mainly include:
• Very skilled employee pool and strong HR section.
• Fair practices of all the policies.
• Excellent cooperation within the sectors.
• Fair salary policy along with excellent fringe benefits.
• High customer satisfaction regarding the products.
• Quality products at a reasonable price and certified.
• Popularity of other sister concerns helps giving it an even stronger brand value.

Weaknesses:
Weaknesses of Square Food and Beverage Ltd.:
• More dependency on hard copies as a part of HR chores.
• Instability in financial condition and other growth sectors.
• Less training and development facilities for the employees.
• Fewer modern equipment and researchers compared to other multinationals.
• Less space for an organized working environment.

Opportunities:
• Its future opportunities are huge, if human resource are used properly.
 P a g e | 37

• The number of potential sectors to work on the food and beverage ground of Bangladesh
in future.
• Lower labour costs in Bangladesh hence more chances to spread subsidiaries.
• Square's already established brand name will give it chances to flourish in other new sectors
too if introduced.

Threats:
There are few threats as well, such as:
• The increasing number of potential rivals.
• The changing needs and preferences of the customers with time.
• The high cost of using the latest technologies and equipment of production and introducing
new ones keeping pace with technology.
• Compete with the other companies already spreading its business in foreign countries while
exporting their products.

PART C:
5.0 Recommendation and Conclusion
Overall, the report consists of a detailed analysis of the company Square Food and Beverage
Limited. We have discussed the marketing mix of the company and how it fixes its price and
marketing strategies to get a competitive advantage against its competitors. Square Food and
Beverage Limited have been able to grasp market share by providing good quality products at
reasonable prices and also differentiate its products from that of competitors by offering
varieties. Therefore, we can say that if the company continues its marketing strategies by
adapting to new technologies with time, Square Food and Beverage Limited will eventually
gain more market share than it currently has.

--------------------- ---------------------- THE END --------------------- ------------------