Square Toiletries Ltd manufactures over 55 products under 20 brands, including the Meril Baby line. Meril Baby lotion and shampoo are in the maturity stage of the product lifecycle, while powder and gel toothpaste are growing, and soap and olive oil are in introduction. The target market is children ages 0-5 and their parents. Distribution occurs through Square's factories, regional centers, wholesalers and retailers to urban and rural customers. Promotion includes frequent TV and radio commercials, newspaper ads, and limited time sales promotions for special events.

1. Md. Safiullah ID NO: 51635047
Md. Nasir Uddin Sumon ID NO: 51635001

4. Company Overview: Square Toiletries Ltd.
 Started in 1958 as Square Pharmaceuticals Ltd.
 Started Square Toiletries Ltd. in 1988
 Became Private Ltd. Company in 1994
 Manufacture more than 55 products under 20 brands
 Certified by ISO 9001:2008
Manufacturing unit in Rupshi and Pabna
 Awarded from ISO 9001:2008

6. Product Life Cycle Of Meril Baby (Continued)

7. Product Life Cycle Of Meril Baby
• In Product Life cycle Meril Baby lotion and shampoo is in Maturity Stage.
• Meril Baby powder and gel toothpaste is in Growth Stage.
• Meril Baby soap and olive oil are in Introduction Stage.
• Their sales are at pick level and increasing by every year.
• Their cost per customer is very less as fixed cost are decreasing as number of
customers are more
• Their main objective are to maximize the profit and protecting their own
market from competitors

8. ProductsofMerilBaby(Continued)Meril Baby Lotion
Meril Baby Shampoo
Meril Baby Powder
Meril Baby soap
Meril Baby Gel toothpaste
Meril Baby olive oil
Product (Continued)

9. Target Market of Meril Baby:
Target market is Children between age of 0-5 years.
Parents who have baby and conscious about baby care.
Competitors of Meril Baby:
Product

10. Combination of Value Based Pricing Policy and Competition Based Pricing Policy.
Promotional Pricing in Special days.
The prices of all the products are printed and displayed on the labels of every product to
avoid any confusion.
 Price chart of Meril Baby’s products
Price
Product Name Weight Price
Meril Baby lotion
50g BDT 70
100g BDT 120
200g BDT 210
Meril Baby Shampoo 110ml BDT 150
Meril Baby powder 100g BDT 100
Meril Baby soap 75g BDT 40
Meril Baby Gel Toothpaste 45g BDT 70
Meril Baby olive oil 100ml BDT 180

12. Factory
Wholesalers
Distribution Center
Urban Retailer Rural Retailer
Customers
Processed and packed in Square Toiletries LTD Factory,
located at Rupshi and Pabna.
Regional distribution centers in rural and urban areas.
About 232 distribution centers.
Wholesalers collect product from respective area
distribution centers.
Retailers and chain shops collect product from respective
area wholesaler.

13. Promotion (Continued)
Advertisement :
TVC: Frequent.

14. Newspaper Commercial: In Newspaper’s weekly supplementary.
Promotion (Continued)
Radio Commercial: More frequent than TVC
Billboard: Not seen many

15. Promotion
Sales Promotion:
In Special Events or days. Once or Twice a year for very limited period.
Public Relation:
Arrange Meril Adore Gora Vobishot
Arrange Baby Olympiad in Mirpur Indoor stadium .
 Toll free care zone