Square Toiletries Limited is the leading Bangladeshi manufacturer of toiletries and cosmetics, operating with over 50 international quality products under 16 brands. It is part of the large Square Group conglomerate and has an annual turnover of $75 million. The company markets products in health & hygiene and toiletries categories under various brands such as Jui coconut oil, Meril baby products, Chaka washing powder, and Sepnil hand wash. Square Toiletries differentiates its products through features, performance, quality formulations, brand positioning, pricing, distribution channels, and extensive promotion strategies. It also differentiates through well-trained employees with strong competencies, courtesy, credibility, reliability, responsiveness, and communication skills.

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Square toiletries limited profile
Square Toiletries Limited is the leading Bangladeshi manufacturer of toiletries and cosmetics
products operating with over 50 international quality products. STL started its challenging
journey with branded coconut oil under the brand “Jui” in 1988. Currently, Square Toiletries
Limited is an ISO certified company operating with 16 famous brands.
Square Toiletries Ltd. is a part of the highly renowned local conglomerate in Bangladesh Square
Group. 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".
Product offerings
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 & Hygiene
No. Brands Products
1. Senora Regular, Confidence & Ultra Sanitary Napkin
2. Supermom Diaper

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2. Toiletries.
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
6. Chaka Washing Powder, Laundry Bar, Ball Soap
7. Chamak Chamak Nil
8. Fresh Gel Green Mint & Cool Mint Tooth Paste
9. White Plus White Plus Tooth Paste
10. Magic Tooth Powder, Advance Ghamachi Powder
11. Kool Shaving Foam, After Shave Gel & lotion, Body
Spray
12. Xpel Aerosol
13. Spring Air freshener
14. Sepnil Hand Wash,Hand Sanitizer
15. Zerocal Zerocal Tablet, Zerocal Sachet
16. SelectPlus Shampoo
17. Shakti Liquid Toilet Cleaner
18. Saaf Dish Washing Liquid
19. Madina Madina Attar

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Differentiation strategies
Product differentiation strategies of White Plus toothpaste:
White Plus has the combination of –cavity guard fighting against cavities and bacteria, power
cleanser keeping teeth, gums and tongue clean and plaque blaster killing the existing sticky layer
of plaque in the mouth.
Competitive brands:
There are a number of toothpaste brands available in Bangladesh. Some of them are
manufactured locally and some of them are imported. The competitive brands of white plus that
are available are- Close Up, Pepsodent, White Plus, Colgate, Meril baby toothpaste, Mediplus
DS etc.
1. Features differentiation:
 Professionally recommended whitening ingredient, hydrogen peroxide.
 Contains 2x the whitening ingredient.
 It’s enamel-safe whitening, that’s good for daily use.
 Fluoride formula to protect against cavities.
2. Performancedifferentiation:
 Extra whitening for whiter, brighter teeth.
 Specially formulated to remove: coffee, tea, wine, tobacco & other tough stains.
 Double action stain removers polish away tough stains.
 Leaves ones whole mouth feeling fresh and clear.
3. Conformance quality differentiation:
Active Ingredient such as Sodium monofluorophosphate 0.76% and Inactive Ingredients such
as propylene glycol, calcium phosphate, saccharin, disodium pyrophosphate, sucralose,
phosphoric acid are used in different quantities than other competitors of white plus and the
packaging design of white plus is attractive to make it competitive.

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4. Brand Positioning differentiation:
The brand positioning of white plus is different fron its competitors.
5. Price differentiation:
• Value based pricing strategy: Ensure more quality with the same price with its
competitors.
• Competetive based pricing strategy: Pepsodent Price is 250 Tk (200gm), Colgate Pro
Price is 275 Tk (200gm) whereas White Plus Price is 245Tk (200gm).
6. Place differentiation:
• White Plus target is to distribute in every districts of the country.
• Will be available in every retail store and super shops.
7. Promotions differentiation:
 Print adds – information about campaign.
White
Plus
Teeth
Guardian
Strong
teeth
Germ
Free
White teeth
No
sensitivity
& pain
Complete
teeth care

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 Social media- Facebook, blog.
 Press Release- News about product launch and campaign.
 Road Show- Campaign in school college and university, Dental care service.
 TV Commercial: Rational information about products creating humor appeal with
brand character, teaching how to take care of teeth, showing experts’ opinion and research
data.
 Radio advertising: Commercial adds are broadcasted into different channels.
 Billboard: Create brand image into different places.
Chaka washing powder service differentiation strategies:
Chaka Washing Powder promises to keep your clothes clean like new even after repeated Chaka
Washing Powder washing. Chaka Washing Powder removes tough dirt and greasy substance
from cloth easily and effectively without causing harm to the fabric.
Competitive brands:
The prime rivals of Chaka Washing Powder are keya lemon detergent powder, jet detergent
powder ,wheel lemon power, rin power white, surf excel etc.
1. Research and Deployment differentiation:
Chaka washing powder 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. The objectives
of R&D are –
 A deep understanding of consumers, their habits, and product needs.
 Capabilities to acquire, develop, and apply technology across STL's broad array of
product categories.

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2. Delivery differentiation:
By meeting the need of the country, Chaka washing powder is exported in United Kingdom,
Malaysia, Myanmar etc foreign country.
3. Installation differentiation:
Square Toiletries Ltd. symbolizes innovation. STL is the pioneer for bringing in new products
and packaging concepts in Bangladesh. Currently, STL is carrying out its production in its two
fully automated plants at Rupshi and Pabna.
4. Repair differentiation:
With our state-of-the-art production facilities, most advanced equipment, and high quality raw
materials, we ensure the absolute best for our customers. Depending on the nature of products,
formulation, and packaging, STL has product specific machinery.
5. Repair differentiation:
A group of well-trained people always ensures the smooth operations of all machinery. Imported
from various foreign suppliers, the best quality raw materials are used for all STL products.
6. Employee training differentiation:
A group of well-trained people always ensures the smooth operations of all machinery. Imported
from various foreign suppliers, the best quality raw materials are used for all STL products.
7. Consulting service differentiation:
In the pursuit to consistently deliver quality products to our consumer, square toiletries limited
has developed technical partnership with Cognis company, Uniqema company and Symrise
company etc.

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Sepnil hand wash personnel differentiation strategies:
Ordinary hand wash can only wash away the visible dirt or grime at most. However, your hands
endure more than dirt every single day. Sepnil is fortified with essential ingredients that heal the
invisible abrasions and scratches so your hands can remain at their best health. Besides healing,
Sepnil is also effective against the invasion of bacteria on your hands. After you use Sepnil, your
hands will not only be spotless clean but also smell fresh.
Competitive brands:
Lifebuoy handwash, dettol antiseptic liquid, savlon anti. Handwash aleovera, palmolive aro th
morning etc are the competitive brands of Sepnil hand wash of Square toiletries limite.
1. Competence differentiation of employees:
1.1 Intellectual: Intellectual competencies can be defined as what the employee needs to
know to perform the functions of the job. This can include industry knowledge, background and
expertise. An accountant of Sepnil hand wash, for example, needs to be good with numbers.
1.2 Interpersonal: Interpersonal competencies are skills required to get along effectively
with others. There are few positions that do not require at least some level of interaction with
others. Interpersonal competencies may include such things as the ability to listen non-
defensively, and teamwork and customer service skills.
1.3 Leadership: Leadership competencies are skills required to lead others. Into Sepnil
hand wash production company, leadership competencies may include the ability to provide
effective feedback, give clear direction or evaluate the performance of other co-workers.
1.4 Organizational: Organizational competencies relate to the ability to effectively
organize and manage work and work-related activities. Employees with strong organizational
competencies are efficient and effective in the work that they do.
1.5 Self-Management: Employees must also be competent in self-management and able
to direct themselves toward the accomplishment of goals and specific work assignments. Self-
management competencies include the making of effective judgments, the ability to adapt and

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be flexible as new requirements emerge, and the ability to effectively plan and organize their
work to achieve required results.
2. Courtesy differentiation of employees:
Professional courtesy chiefly refers to an understanding that exists between practitioners of a
particular profession and certain individuals with whom they may come into contact in the
course of their duties, especially family members or others working in their field.
3. Credibility differentiation of employees:
Credibility is a leader’s currency. Credibility creates a climate of the leader being believable,
worthy of respect and able to be trusted. Credibility paves the way to inspiration, motivation, and
influence.
4. Reliability differentiation of employees:
The reliability of individual workers has a tremendous impact on the performance
of the individual employee. The performance of a reliable worker may be degraded
by the influence of an unreliable worker. For example, if one worker's performance
relies on maintaining access to accurate and timely information that is provided by
an unreliable worker, the first employee's performance will be impacted through no
fault of his or her own.
5. Responsiveness differentiation of employees:
Responsiveness is an indicator of good time management skills. Sepnil hand wash managerial
personnels show responsiveness toward their employees.
6. Communication differentiation of employees:
Employees maintain strong communication with both the supplier and customers.

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