2. 2
MGT 104 – Principles of Marketing
A Term paper on “Marketing mix of square toiletries LTD.”
Submitted to:
Ethica Tanjeen
Assistant professor
Department of Management
University of Dhaka
Submitted by:
(Group1)
Marketing Maestros
BBA 23rd
Batch, Sec: B
Department of Management
University of Dhaka
Group members
Sl. No. Id Name
1 111 Sara binte jamal
2 112 MD. Rasel
3 113 MD. Mahedi Hasan Akib (Leader)
4 114 MD. Saijuddin Miah
5 115 Nayan Sarkar
6 116 Mouri Rahman
7 117 Mohammad Imran
8 183 Marjahan Akter Jhumu
9 184 Kazi Yasmin Ara Bithy
10 185 Nafia Binte Salam
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Acknowledgement
We would like to express our special thanks of gratitude to our teacher Miss. Ethica Tanjeen
who has given us the golden opportunity to do this wonderful work on the topic “Marketing
mix of Square toiletries LTD.”. Which has helped us in doing a lot of research and we have
come to know about the marketing mix of the company.
We want to thank all the people who provided us necessary information about marketing mix.
They were really very helpful and friendly to us. We could not have finished our work
without their help.
We are really thankful to them.
Finally we want to thank all the people around who have helped us directly or indirectly and
made us capable to finish the term paper in time.
Thanks again to all who helped us.
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Letter of transmittal
To,
Ethica Tanjeen
Assistant professor
Department of Management, University of Dhaka
March 21, 2017
Sub : Submission of term paper on “Marketing mix of Square toiletries LTD.”.
Dear madam,
We are pleased to submit the term paper on “Marketing mix of Square toiletries
LTD.”, which is prepared for the purpose of knowing the marketing mix strategy of “Square
Toiletries LTD.”. This report helped us to know about the marketing mix of the company and
to enrich our knowledge on the topic. We have also experienced making a formal term paper
for the very first time .
We the members of Marketing Maestros have tried our level best to collect
information for the term paper and to make it better in every sense. We hope this will give a
fair idea on the concerned issue. Hope you will love this. And if there is any mistake please
do suggest us how we can correct it. We wish that you would be very pleased to accept our
report and oblige thereby.
Sincerely yours,
________________
MD. Mahedi Hasan Akib (Group leader)
On behalf of the group members of Marketing Maestros
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Executive summary
Square Toiletries Ltd. (STL) is one of the largest and leading "Fast Moving Consumer
Goods" company in Bangladesh. This term paper provides an in-depth analysis and
interpretation of the company's marketing mix. We have collected information about Square
toiletries LTD. and about its marketing mix. And made this term paper. Here we have tried to
represent the marketing mix strategy of the company.
At first we introduced the term “Marketing Mix”, have given detailed explanation of the
subject. We have given information about the four p's of the company. Their product ranges,
pricing strategy, distribution channel, and promotional channels are briefly explained in the
paper. And overall information about the company is also given.
After the study we have also come up with some suggestions that are noted inside.
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1.1 Origin of the study
Our honourable teacher Miss. Ethica Tanjeen assigned us to make a term paper on
marketing mix of a company. So, we have chosen “Square toiletries LTD.” and we have
made this term paper on marketing mix of the company.
1.2 Objectives of the study
The main objective of the study was to represent the marketing mix of “Square Toiletries
LTD.”. Another objective was to practically know the term “Marketing mix” and to
acquaint ourselves with professional marketing mix .
1.3 Data collection methodology
There were two types of data sources
1.3.2 Primary source
• We have gone through the interior information of the company
1.3.2 Secondary source
• We have visited Company website
• We have collected some important documents and PDF files from internet.
• We have collected information from newspaper & magazine
1.4 Limitations of the study
• Inexperience
• Don’t know how to perform these activities perfectly
• Limited time frame
• There were no available information about marketing mix of Square toiletries LTD.
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2.1 Concept of marketing mix
The set of tactical marketing tools (product, place, price, promotion) that the firm blends
to produce the response it wants in the target market.
Using a marketing mix offers an excellent way to ensure that the right product is put in
the right place. The marketing mix is a very important tool that helps businesses
understand what the product or service can provide and how successful marketing of the
product can be anchored on. This mix is generally implemented through the 4P’s of
marketing, namely Price, Product, Promotion, and Place.
Although the 4Ps have been expanded and enhanced through supplementary P’s and 4C
concepts, they serve as a wonderful place to commence planning for the launch and
marketing of new and existing products.
2.2 Components of marketing mix
• The marketing mix refers to four broad levels of marketing decision, namely: product
, price , promotion, and place.
• Marketing practice has been occurring for millennia, but marketing theory emerged in
the early twentieth century. The contemporary marketing mix, or the 4Ps, which has
become the dominant framework for marketing management decisions, was first
published in 1960.
• In services marketing, a modified and expanded marketing mix is used, typically
comprising seven Ps made up of the original 4 Ps plus process , people , physical
environment.
• Occasionally service marketers will refer to eight Ps ; comprising the 7 Ps plus
performance .
• In the 1990s, the concept of four Cs was introduced as a more customer-driven
replacement of the four Ps. There are two theories based on four Cs:
➢ Lauterborn's four Cs (consumer ,cost, communication , convenience ), and
➢ Shimizu's four Cs (commodity , cost, communication , channel).
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2.3 The 4p’s of marketing mix
The 4Ps of marketing mix is a model for enhancing the components of ‘marketing mix’ –
the way in which a marketer take a new product or service to market. It helps to define
marketing options in terms of price, product, promotion, and place so that offering meets
a specific customer need or demand.
The 4P’s are
• Product
• Price
• Place
• promotion
2.4 Concept of product
Product refers to the goods and services offered by the organisation for sale. Here the
marketers have to recognise that consumers are not simply interested in the physical
features of a product but a set of tangible and intangible attributes that satisfy their wants.
For example, when a consumer buys a washing machine he is not buying simply a
machine but a gadget that helps him in washing clothes. It also needs to be noted that the
term product refers to anything that can be offered to a market for attention, acquisition,
or use. Thus, the term product is defined as “anything that can be offered to a market to
satisfy a want”. It normally includes physical objects and services.
In a broader sense, however, it not only includes physical objects and services but also the
supporting services like brand name, packaging accessories, installation, after sales
service etc.
2.5 Concept of price
Price is the consideration in terms of money paid by consumers for the bundle of benefits
he/she derives by using the product/ service. In simple terms, it is the exchange value of
goods and services in terms of money.
Pricing (determination of price to be charged) is another important element of marketing
mix and it plays a crucial role in the success of a product in the market. If the price fixed
is high, it is likely to have an adverse effect on the sales volume. If, on the other hand, it
is too low, it will adversely affect the
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profitability. Hence, it has to be fixed after taking various aspects into consideration. The
factors usually taken into account while determining the price of a product are cost,
demand, competition, market objectives etc.
2.6 Concept of Place or Distribution channel
While a manufacturer of a product is located at one place, its consumers are located at
innumerable places spread all over the country or the world. The manufacturer has to
ensure the availability of his goods to the consumers at convenient points for their
purchase. He may do so directly or, as stated earlier, through a chain of middlemen like
distributors, wholesalers and retailers. The path or route adopted by him for the purpose is
known as channel of distribution or place.
2.7 Concept of Promotion
Promotion refers to the process of informing and persuading the consumers to buy certain
product. By using this process, the marketers convey persuasive message and information
to its potential customers. The main objective of promotion is to seek buyers’ attention
towards the product with a view to:
– arouse their interest in the product;
– inform them about its availability; and
– inform them as to how is it different from others.
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3.1 Company Profile:
SQUARE Toiletries Ltd. Is a sister concern of Square group Bangladesh, started its
journey in 1988 with a single product as a separate division of SQUARE
Pharmaceuticals. In 1994. It is one of the largest and leading FMCG company in
Bangladesh with a turnover of USD 75 million. With their relentless innovation, STL
is the pioneer for bringing in new products and packaging concepts in Bangladesh.
They have gained the expertise and eagerness in fulfilling customers expectations
with their quality product ranges through utmost sincerity. STL consider people as
unique in terms of their needs, and to satisfy individual needs, they always try to
maintain consistent quality of their unique products. Only for their customers, they are
relentlessly striving to be "as unique as you".
Currently, STL is carrying out its production in its two fully automated plants at
Rupshi and Pabna. With their high-tech production facilities, most advanced
equipment, and high quality raw materials, they ensure the absolute best for their
customers. STL has product specific machinery to cater to different products,
formulation, and packaging and a group of well-trained people are always present to
ensure smooth operations of all the machines . Imported from various foreign
suppliers, the best quality raw materials are used for all STL products. Each phase of
the production process undergoes rigorous testing to meet international standards,
following the GMP (Good Manufacturing Practice) of production. Square Toiletries
Ltd. has a strong R&D department which is committed towards developing new
products and improving existing products. The international standard products of
Square Toiletries Ltd. meet the needs of Bangladeshi people as well as the people
abroad.
3.2 Vision
STL attempt to understand the unique needs of the consumer and translate the needs
into products which satisfy them in the form of quality products, high level of service
and affordable price range in a unique way
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3.3 Mission
To attain their vision, they took a strong mission into consideration which is given
below:
• 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 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 -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.
3.4 Brands and products
Square Toiletries Limited (STL) believes in the importance of uniqueness both at
national and international level. The company is marketing 21 brands in two different
segments. The segments are given below:
1. Health and hygiene
No Brands Products
1 Senora Regular, Confidence & Ultra Sanitary Napkin
2 Supermom Diaper
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2. Cosmetics
No Brands Products
1 Jui Coconut Oil, Hair Care Oil
2 Meril protective care Petroleum Jelly, Chap Stick, Lip Gel,
Glycerin,
Olive Oil
3 Meril baby Lotion, Shampoo, Powder, Olive Oil, Tooth
Paste
4 Meril splash Beauty Soap, Belly Soap, Xtra Fresh Soap
5 Revive Perfect Fairness, Perfect Freshness body lotion
6 Chaka Washing Powder, Laundry Bar, Ball Soap
7 Chamak Chamak nil
8 Fresh gel Green Mint & Cool Mint Tooth Paste
9 White plus Tooth paste
10 Magic Tooth Powder, Advance Ghamachi Powder
11 Cool Shaving Foam, After Shave Gel & lotion,
Body
Spray
12 Xpel Aerosol
13 Spring Air freshner
14 Sepnil Hand Wash, Hand Sanitizer
15 Zero cal Zerocal Tablet, Zerocal Sachet
16 Select plus Shampoo
17 Shakti Liquid toilet cleaner
18 Saaf Dish Washing Liquid
19 Madina Madina atar
Major Brands of the company are Jui, Chaka, Senora, Magic, Meril Protective Care &
Meril Baby.
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3.5 Values and principles of STL.
Well-being of consumer, employee and society are the three foundation pillars of the
values and principles of Square Toiletries Limited (STL). It believes that it is their
obligation to work for the welfare of society. In spite of being a commercial
organization STL doesn't always opt for profit, rather it tries to be even more focused
towards the fulfillment of its commitments to society and hence has an intense sense
of responsibility to its customer, its people and its society as a whole. From the dayto
day business operation to quality policy, in every single activity of STL these core
values and principals are reflected.
To achieve their vision, STL has some of their quality policies given below:
• Dedicated to make every effort to understand consumer needs to provide
maximum satisfaction and to achieve market leadership.
• Strive to continuously upgrade manufacturing technology and to maintain
optimum level of quality measures in conformity with the international
standard – ISO 9001: 2008.
• Committed to achieve quality objective through continuous employee training
and maintaining congenial working environment.
Square Group aims towards providing the best possible compensation to all the people
working with the company through a package consisting of basic salary, bonus,
allowances, leave salary and various retirement benefits
Apart from maintaining their quality policy to ensure healthy well-being of their
consumers and employees, they have made tremendous contribution for the welfare of
the society. It also embraced the society & its people with different initiatives.
Besides core business functions, STL has long been taking active part in different
philanthropic activities like employment generation program for vulnerable
community, financial aid to disadvantaged and natural disaster affected people,
helping acid victims, tree plantation, creating mass awareness on health and hygiene
issues, supporting in education and various local community programs and many
more.
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Some of their corporate social responsibilities are:
• As a part to show great care to Bangladeshi girls through Senora; 1 million
girls have been educated to enjoy a hygienic life.
• Being conscious about baby & its wellbeing, STL has introduced a service
“supermom” where any mother can call at the number: 01678737666 to get
expert doctor’s advice absolutely free. Under this service in the year 2012, 1
lac mothers have been communicated about the importance of breast feeding.
• Starting from 1998, every year through Meril-Prothom Alo Award, country’s
largest, most prestigious and fun-filled ceremony, STL are rewarding
performance in cultural area.
• On 7th April, STL brought up a campaign titled "Zerocal" World Health Day
Rally", to spread the information on the importance of regular exercise,
apposite calorie and healthy diet intake and regular health check-up.
• To stop violence on women, this year on valentine's day, STL came out with a
bold concept which says "Only the cowards hurt, be a REAL man, treat every
woman with respect."
3.6 Award
Square Toiletries Limited has achieved gold award in the SAARC country category
for industrial excellence in 2006. The Ceylon National Chamber of Industries (CNCI),
the premier chamber of Sri Lanka, offers this award to appreciate the best industrial
practices.
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4.1 Product Mix
STL. Has two ranges of products.
1. Health and hygiene
This range includes
• Baby diaper
• Sanitary napkin
2. Cosmetics
This range includes
• Hair oil
• Baby cosmetic product (lotion, shampoo, powder)
• Beauty soap
• Body lotion
• Moisturizers
• Tooth paste
• Shaving foam
• Deodorant sprays
• Aerosol
• Air freshener
• Hand wash
• Shampoo
• Toilet cleaner
• Dish washing liquid
20. 20
4.2 Price mix
STL. Has various products. STL. Follows cost based pricing. The company designs
what it considers to be good product, adds up the costs of making the product, and
sets the price that covers costs as well as the target profit.
STL follows Market penetration pricing when innovating or inventing a new product
in the market place.
The strategy for setting a products price often has to be changed when the product is a
part of a product mix. In this case STL looks for a set of prices that maximizes its
profits on the total product mix.
Square toiletries support product line pricing method.
4.3 Distribution (Place mix) strategy
Square toiletries products are distributed by their own marketing employees who go to
the retailers shop and tell them about their products which are manufactured and are
ready to sell. Then the retailers order specific amount of goods that STL is willing to
sell at maximum retail price. Then within two days the goods are delivered to the
retailers by STL employees.
So, we find that STL follows indirect marketing channel.
STL is also exporting its finished goods to 13 countries- UAE, Germany, UK,
Australia, Malaysia etc.
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4.4 Promotional mix
Square toiletries Advertising tools:
Square toiletries use different types of media to acquire different types of objectives.
To select media depend on the target audience, product characteristics, message
characteristics and cost. The advertising tools that Square toiletries use as a media to
communicate with the existing and potential customers are:
Newspapers
Newspaper covers all sorts of information about Square Toiletries ‘product. It mainly
covers the informative and reminder advertising.
Its target audiences are literate people.
Television
Target audience: All types of people but teenagers are influenced more
Message characteristics: High attention, high reach, high clutter
Duration: Long life
Cost: High
Radio
Within a lower cost, Square toiletries broadcast their massage through radio. It is a
better way for persuasive advertisement.
Target audience: All types of people but teenagers influences more
Message characteristics: Audio presentation only but usage mass and cover high
geographical area.
Duration: Relatively short life
Cost: Lower
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Magazines
An effective media that Square toiletries uses as a promotional tool to achieve the
customer‘s awareness about Square toiletries and its product. It is an effective media
for informative and persuasive advertisement.
Target audience: Middle and Upper-income audience.
Message characteristics: High-quality reproduction, credibility and prestige
Duration: Long life
Cost: Medium
Internet
Internet performs effective promotional tools for Square toiletries advertising. It
gathers all sort of information about Square toiletries.
Target audience: Internet browser
Message characteristics: High selectivity, interactive possibilities
Duration: Long time, still update
Cost: Relatively low cost
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5.1 Recommendations
From the research on Square Toiletries Company, our group has come up with some
recommendations. These recommendations are given below-
1) Square Toiletries Company can maintain a strategy to keep price in level so that
people belonging from lower middle class can afford these products.
2) Some transporting vehicles can be bought to minimize the expenses. Although
Square Toiletries Company has transporting vehicles but they are not enough. Most
often they rely on hire vehicles. That is really very expensive for the company. So if
this company can increase their vehicles, they will reduce expense in the long run.
3) Square Toiletries Company has many competitors in the market. But compared to
all of them Square Toiletries Company has good market share. But in present business
world a little mistake from a company can be a large strength for its competitors. So
Square Toiletries Company can think about it. In the same time this company needs to
come up with some innovative ideas identifies the company from its competitors.
5.2 Conclusion:
Finally we would like to say that Square is a concept which refers to change. Square
Toiletries is really contributing a lot to the development of our country. Along with its
products, this company serves our country in many ways like creating job facility,
providing money to farmers, providing money to medical sector etc. Our Group has
worked on many important tools of Square Toiletries Company. According to our
research, we can say that Square is the most leading company in this country. If we
compare Square Toiletries to its competitors, we can see that Square Toiletries holds
almost half of the market share. Besides Square Toiletries Company has been able to
distribute their products for many countries. But that does not say that task of Square
Toiletries Company is over. They have many more things to do. If proper steps can
betaken, one day they will find Square to be the worldwide company
25. 25
Bibliography
Square toiletries LTD. Retrieved: March 1, 2017 From: http://squaretoiletries.com
Sanjida Afrin Sinthia, Financial Condition and Audit Procedure Square Toiletries Ltd. (STL),
Retrieved: March 10, 2017, From:
http://dspace.bracu.ac.bd:8080/xmlui/bitstream/handle/10361/4144/Square%2520Toiletri
es%2520Ltd.pdf
Fatima Momin, "General Financial Management and Performance Evaluation of Square
Toiletries Limited" Retrieved: March 12, 2017, From:
www.termpaperwarehouse.com/essay-on-Of-Square-Toiletries-Ltd/295072&ved=0ahUKE
Mithun Biswas, Marketing mix final, Retrived: march 19, 2017, From:
https://www.scribd.com/doc/88987536
