This document provides background information on basic spices, specifically chili, turmeric, cumin, and coriander. It discusses where the spices originate from, how they are harvested and used, their taste and aroma profiles, and major health benefits. The document begins by defining spices and their importance in Bangladeshi cuisine. It then provides details on the production, uses, and health properties of each individual spice - chili, turmeric, cumin. Health benefits highlighted include antioxidant and anti-inflammatory properties. Finally, the document discusses objectives, methodology, scope and limitations of the study which aims to analyze consumer preferences between open and branded spices in Bangladesh through a survey of retailers.

1. 1.1 Introduction
Spices are the imperative ingredient to make food tasty and delicious. It is the most common and
important ingredient for food items of our daily consumption. A Bangladeshi cannot think of a
meal without using spices, it is our food habit and tradition.
The history of spice is almost as old as human civilization. It is a history of lands discovered,
empires built and brought down, wars won and lost, treaties signed and flouted, flavors sought
and offered, and the rise and fall of different religious practices and beliefs. Spices were among
the most valuable items of trade in ancient and medieval times.
As long ago as 3500 BC the ancient Egyptians were using various spices for flavoring food, in
cosmetics, and for embalming their dead. The use of spices spread through the Middle East to the
eastern Mediterranean and Europe. Spices from China, Indonesia, India, and Ceylon (now Sri
Lanka) were originally transported overland by donkey or camel caravans. For almost 5000
years, Arab intermediaries controlled the spice trade, until European explorers discovered a sea
route to India and other spice producing countries in the East.
1.2 Background of the Study
The report has done to complete the partial fulfillment of Effective Business Communication for
Managers (EMBA_504) course.
The entire report is done under close supervision and
instruction of our honorable course instructor Engr. Kamrul Hassan.
We have completed our report based on a comparative study between Open Powder Spice and
Branded Spice taking Spice as generic product in our consideration.
We focus on the
consumption pattern of spices, health benefit of spices, spice consumption level in our country,
advantage and disadvantage of open and branded spice. We also focus on consumer trend of
using spices.
Spice as powder form found in open market and in packed condition. These two the available
option for a consumer to purchase powdered spice. We have conducted a consumer survey on
structured questionnaire on brand perception of spice. Finally draw our conclusion on market
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2. share analysis and marketing strategy of RADHUNI POWDER SPICE - a pioneer and leading
spice brand of our country
In 2001, Square Consumer Products Limited introduced “RADHUNI POWDERED SPICE” with
a vision to provide quality “ready-to-cook” food ingredients for the homemakers. Within a very
short span of time, RADHUNI POWDERED SPICE drew attention of modern homemakers
those who had a strong demand for quality, convenience and timesaving cooking. Dedication to
purity, consistent quality, and authentic taste has given “RADHUNI” unique position in the
market. Within a year Radhuni Spice achieved the crown of brand leader.
1.3 Objective of the Study
1.3.1 Primary objectives:
The primary objective of this report is to analyze a comparative study between open spices and
branded spices and to identify the consumer prection of branded spices.
1.3.2 Secondary objectives:
•
To explore new segments of market and to cater it.
•
To analyze the marketing practices of Basic Spices.
•
To analyze the consumer’s opinion and expectation regarding Basic Spice.
•
To identify the gaps between the customers’ expectations and existing market scenario of
Basic Spice.
•
To Motivate and convert open spice users to branded spice especially to Radhuni.
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3. 1.4 Methodology
1.4.1 Research Design:
Once the problem is identified, the next step is the research design. Research design is the basic
framework of rest of the study. A research design specifies the methods and procedures for
conducting particular study.
In this project, we are following descriptive research design.
1.4.2 Source of Data
There are two types of data:
1. Primary data
2. Secondary data
Primary Data: The primary data is fresh information collected for a specified study. The
primary data have gathered by observational, experimentation and survey method. Here the
entire scheme of plan started with the definition of various terms used, units to be employed, and
type of enquiry to be conducted, extent of accuracy aimed etc.
The methods commonly used for the collection of primary data are:
1. Direct personal investigation, where the data is collected by the investigator from the sources
concerned.
2. Indirect oral interviews, where the interview is conducted directly or indirectly concerned with
subject matter of the enquiry.
3. Information received through local agencies, which are appointed by the investigator.
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4. 4. Mailed questionnaire method, here the method consists in preparing a questionnaire (a list of
questions relating to the field of enquiry and providing space for the answers to be filled by the
respondents.), which is mailed to the respondents with a request for quick response within the
specified time.
Secondary Data:
The secondary data refers to data, which already exists. The secondary data collect from internal
records, business magazines, company websites and Newspapers.
1.4.3 Research instruments
For the collection of primary data, a structured questionnaire was prepared covering various
aspects of the study. The questionnaire contains closed-ended and dichotomous questions.
Sampling Procedure:
It is a procedure required from defining a population to the actual selection of the sample.
Sample:
A part of a population, which is provided by some process on other, usually by deliberated
selection with the object of investigating the properties of the parent population set. Non
probability sampling method is in deterministic method where the sample size in numerous and
can’t be determined. So for our convenience we take convenience-sampling method where all the
population in sample is given equal opportunity.
Sampling Method: - Convenience sampling method.
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5. 1.4.4 Statistical Tools Used
1. Population: Retailers in Dhaka and Chittagong metro city area.
2. Source of data: The two important sources of data are the primary data and secondary data.
The primary data is collected through survey method with the help of questionnaire and personal
interview. The secondary data is been collected from consumer attitude books.
3. The information is collected through survey done in Dhaka and Chittagong metro city area.
4. Sample unit: The sample unit consists of retailers in Dhaka and Chittagong metro city area.
5. Sample size: The sample size is 200 respondents.
6. The sample taken for the study caters to upper class and middle class of the society.
7. Sample method: the sample method used is non-probability. In non-probability sampling the
chance of any particulars unit in the population being selected unknown.
8. Procedure: the procedure used for sampling is convenient sampling in this method the sample
unit is chosen primarily on the basics of the convenience to the investigator.
9. The survey consists of structured questionnaire.
10. The questionnaire consists of both open and closed-ended questions
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6. 1.5 Scope
The scope of the study is limited. The study is a very minor contribution to the company as it is
only restricted to the twin cities (Dhaka and Chittagong). The study would only be a drop in the
ocean, Can help the marketing and sales in this area. The study can be conducted on a national
basic too with a large sample size and interviewing many numbers of respondents.
The following areas and issues are covered during preparation of the report.
Retailer:
Retailer is a person or business who sells products to the public.
Brand:
Brand refers to the identification of the product given by the manufacturer.
Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a particular brand without any
wavering purchase pattern.
Respondent:
Respondent is a person who is being interviewed for the purpose of conducting the study.
Market share:
The amount that a company sells of its products or services compared with other companies
selling the same things
Promotional Activities:
Promotional activities include advertising, personal selling, sales promotion, and publicity,
which have their own characteristics and cost but have common objectives of achieving high
sales by creating awareness.
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7. Incentives:
Offer of an article at frees of cost or less price of the market can be termed as incentives.
Interviewer:
A person who is answerable to the interviewer of the proposed questions.
Interviewee:
A person who carries on investigation for the purpose of achieving the objectives of the project.
Sample:
The selection of set of people from the total population for the purchase of carrying on the
investigation.
Survey:
It refers to the questionnaire administered to the subject who is identified from the population
with the help of probability or non probability sampling.
Questionnaire/ Research instrument:
A set of questions that are framed to be answered by the respondents for the purpose of
achieving the research objectives. In questionnaires there are two types structured and
unstructured. There are four types of questions in a questionnaire on open ended questions,
closed ended questions, disguised and interrogative questions.
Brand awareness:
Knowing brand; knowing that particular brand exists and is important; being interested in
particular brand: brand awareness refers to the consumer awareness of the particular brand.
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8. 1.6 Limitation
•
The study was confined to limited retailers and consumers only
•
The duration of the study was restricted for 8 weeks only, which is not sufficient to study
the entire consumers and retailers in the market.
•
The analysis cannot be straight away used in decision making, as simple is very small
when compared to the total consumers retailers in the market.
•
The survey is conducted only in Dhaka and Chittagong metro city area only. By which it
is very difficult to know the actual market condition.
•
The present study deals with marketing strategy of Radhuni Brand only.
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9. 2.0 Basic Spice – Nuts & Bolts
Spices are the aromatic parts of tropical plants traditionally used to flavor food, or the dried
seeds or fruit of temperate plants used in the same way. Some of the substances we call spices
come from the bark or roots of certain plants, but the majority are berries, seeds, or dried fruits.
Bangladeshi cuisine shows an impact of the cuisines of these two countries. However, despite
that, Bangladeshi food has its own soul, which ranges between very “spicy” and extremely
“sweet.” This difference is created with the help of the top spices of Bangladesh,
Spices are the imperative ingredient to make food tasty and delicious. It is the most common and
important ingredient for food items of our daily consumption. Basic Spices refers to four core
spices namely Chili, Turmeric, Cumin and Coriander. No other spices or ingredients are needed
to mix with these spices. These spices can be use in both raw and in powder form. We are talking
about powder form of these four spices.
2.1 Chili
Chilies belong to the potato, tomato, and aubergine family of plants, and have been cultivated for
thousands of years. There are at least 150 different types of chilies, which are the world’s biggest
spice crop. They are now grown in all tropical regions and eaten daily by about a quarter of the
world’s population. Chilies are an excellent source of vitamins A and C, and provide that added
benefit to the millions of people who eat them as a means of pepping up a bland and unvarying
diet.
Native range: Central America, South America, Caribbean Islands
Major producers: India, Thailand, Mexico, USA, South Korea, Turkey, Ethiopia, Uganda,
Kenya, Tanzania
Harvesting: Most chilies are grown as annuals and harvesting occurs about 3 months after
planting. Green chilies are immature fruits and red chilies have been allowed to ripen for a
further 4 weeks. Most of the chili crop is dried, either in the sun or artificially.
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10. Taste and aroma: Chilies range in taste from mild and tingling to explosively hot. Large, fleshy
varieties tend to be milder than small, thin-skinned ones. The characteristic pungency of chilies
comes from the presence of capsaicin, which stimulates the digestive and circulatory processes.
Culinary uses: Chilies can be used whole (fresh or dried), or in crushed or powdered form. Chili
powders are prepared from a variety of mild to hot chilies, and are typically milder than cayenne
pepper. Crushed chili (or chili flakes) contains both the flesh and seeds from red chilies and can
be used instead of chili powder.
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11. Health Benefit of Chili:
Vitamin A:
There are about 2,224 IU of vitamin A in a tablespoon of chili powder. That is 44.5 percent of
your recommended daily vitamin A intake. According to the University of Maryland Medical
Center, your body needs vitamin A for the maintenance of your eyesight as you age as well as to
contribute to maintaining the health of your bones, teeth, skin, internal membranes and
reproductive systems.
Vitamin C:
One tablespoon of chili powder contains 4.8 mg of vitamin C, which is about 8 percent of your
daily recommended vitamin C intake. According to the Office of Dietary Supplements by the
National Institutes of Health, vitamin C is an antioxidant. Your body uses antioxidants to fight
damage from free radicals, which are unstable molecules created during the energy creation
process that can increase your risk of developing harmful health conditions like cancer and heart
disease. Vitamin C also helps strengthen your immune system and heal injuries.
Minerals:
Chili powder is also rich in several important minerals. One tablespoon contains 143.7 mg of
potassium, or 4.1 percent of your daily recommendation; 22.7 mg of phosphorus, or 2.3 percent
of your daily recommendation; 20.9 mg of calcium, or 2.1 percent of your daily
recommendation; and 1.1 mg of iron, or 5.9 percent of your daily recommendation. It also
contains 0.2 mg each of zinc and manganese and 0.5 mcg of selenium.
Other Nutritional Information:
Each 1-tablespoon serving of chili powder contains 23.6 calories, with 1.3 g of total fat, or about
2 percent of your daily recommendation, and 0.2 g of saturated fat, or about 1 percent of your
daily recommendation. It contains no cholesterol, as well as 4.1 g of total carbohydrates, 2.6 g of
dietary fiber, 0.5 g of total sugars and 0.9 g of protein
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12. 2.2 Turmeric
Turmeric is a member of the ginger family and consists of a bright, deep yellow rhizome similar
in size and appearance to ginger. It thrives in hot, moist, tropical conditions and is valued more
for its bright yellow color than as a flavoring agent.
Native range: Southern Asia
Major producers: India, China, Haiti, Indonesia, Jamaica, Malaysia, Pakistan, Peru, Sri Lanka,
Vietnam
Harvesting: Turmeric rhizomes are harvested about 9 months after planting. The rhizomes are
then boiled, peeled, and dried in the sun before they are graded for quality. Almost all the
turmeric crop is ground and sold as powder.
Taste and aroma: Fresh turmeric is crunchy and has gingery, citrus aromas. Dried turmeric has
a more complex woody aroma but still with hints of citrus and ginger. The taste is warm, slightly
bitter, and sour.
Culinary uses: In Bangladesh, ground turmeric combined with other spices is the basis of
masalas, curry powders, and pastes. It is also used to impart a warm flavour and yellow colour to
many vegetable, bean, and lentil dishes.
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13. Health Benefit of Turmeric
In addition, ayurvedic and Chinese medicines utilize turmeric to clear infections and
inflammations on the inside and outside of the body. But beyond the holistic health community,
Western medical practitioners have only recently come on board in recognizing the benefits of
turmeric.
Blocking Cancer:
Doctors at UCLA recently found that curcumin, the main component in turmeric, appeared to
block an enzyme that promotes the growth of head and neck cancer.
Powerful Antioxidant:
The University of Maryland’s Medical Center also states that turmeric’s powerful antioxidant
properties fight cancer-causing free radicals, reducing or preventing some of the damage they
can cause.
Potent Anti-Inflammatory:
Dr. Randy J. Horwitz, the medical director of the Arizona Center for Integrative Medicine and an
assistant professor of clinical medicine at the University of Arizona College of Medicine in
Tucson, wrote a paper for the American Academy of Pain Management in which he discussed
the health benefits of turmeric.
“Turmeric is one of the most potent natural anti-inflammatories available,” Horwitz states in the
paper.
“Raw Is Best”:
Natalie Kling, a Los Angeles-based nutritionist, says she first learned about the benefits of
turmeric while getting her degree from the Natural Healing Institute of Neuropathy. “As an antiinflammatory, antioxidant and antiseptic, it’s a very powerful plant,” she says.
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14. 2.3 Cumin
Cumin or Jeera is a small annual herbaceous plant of the parsley and carrot family, and grows to
a height of about 25 cm. Cumin grows best in regions with a sunny climate and some rainfall.
Native range: Egypt, Eastern Mediterranean countries
Major producers: India, China, Morocco, Iran, Turkey, Central America
Harvesting: Cumin stalks are harvested when the plants begin to wither and the seeds turn
brown. They are then threshed and the seeds are dried in the sun. In many countries the harvest is
still done manually.
Taste and aroma: Cumin has a strong, spicy, sweet aroma. The taste is rich, slightly bitter, and
warm. The pungency and taste are particularly noticeable in the ground spice.
Culinary uses: Because of its strong flavor, ground cumin is popular in cuisines which are
generally highly spiced such as many Indian and Bangladeshi, Middle Eastern, North African,
and Mexican dishes. Cumin is an essential ingredient in curry powders and masalas. The aroma
of cumin is enhanced if the seeds are dry roasted before they are ground.
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15. Well Known Health Benefits of Cumin:
For Blood: Cumin helps to lower blood sugar levels and thus helps in maintaining proper blood
content levels in the body. This is a great boon for people suffering from Diabetes.
For Iron:
These seeds are very rich in Iron, which makes it an essential natural health ingredient. This iron
content helps to treat anaemia, makes blood rich in haemoglobin content and helps in acting as a
carrier of oxygen to the cells in the body.
Fights Asthma:
Cumin seeds contain Thymoquinone, which reduces inflammatory processes and other mediators
that cause asthma. They also act as a bronchodilator.
Anaemia:
Cumin seeds are rich in Iron which is necessary for the formation of hemoglobin in the blood.
This inturn is required for the transportation of Oxygen in the body. Thus, Cumin protects us
from Anaemia.
Menstrual Cycle:
Cumin is healthy for women of all age groups and is known to influence healthy menstrual cycle
in them.
Cancer:
Cumin is helpful in treating colon and breast cancer due to the presence of thymoquinone,
dithymoquinone, thymohydroquinone and thymol, which are anti-carcinogenic agents.
Cold and Respiration:
Cumin is rich in Vitamin C and anti fungal properties, which helps it cure Cold and other
respiratory problems. Cumin seeds are also suggested for kidney health.
Digestion:
Enzymes present in Cumin helps to breakdown foods and thus aids in digestion.
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16. 2.4 Coriander
Coriander is a slender, solid-stemmed plant belonging to the carrot and parsley family, growing
to a height of about 0.6 m. It is used as both an herb (the leaves) and a spice (the dried fruits or
seeds). Coriander (Coriandrum sativum), also known as dhania.
Native range: Mediterranean Region, Middle East
Major producers: Eastern Europe, India, Morocco, USA, Central America, Brazil
Harvesting: The seeds are harvested when they change color from green to light brown, then
threshed and dried in partial shade. In some regions the seeds are dried artificially.
Taste and aroma: Coriander seeds have a sweet, woody fragrance with peppery and floral notes.
The taste is sweet, mellow, and warm with a clear hint of orange peel.
Culinary uses: Coriander is generally used in larger amounts than other spices because its flavor
is mild. After dry roasting, coriander forms the basis of many curry powders and masalas. Whole
coriander may be added to chicken and pork casseroles, and it is one of the ingredients in
pickling spice. It is also used in condiments, seasonings, and as an ingredient in sweet spice
mixtures for cakes and biscuits.
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17. Health benefits of coriander
Skin inflammation: Cineole, one of the 11 components of the essential oils, and linoleic acid,
are both present in coriander, and they possess antirheumatic and antiarthritic properties. Some
of the components in coriander help the induce urination and the release of excess water from the
body.
Skin disorders:
The disinfectant, detoxifying, antiseptic, antifungal and antioxidant properties of coriander are
ideal for clearing up skin disorders such as eczema, dryness and fungal infections.
Low cholesterol levels:
Some of the acids present in coriander, like linoleic acid, oleic acid, palmitic acid, stearic acid
and ascorbic acid (vitamin-C) are very effective in reducing the cholesterol levels in the blood.
They also reduce the level of bad cholesterol (LDL) deposition. More importantly, coriander
helps to raise the levels of healthy cholesterol (HDL).
Diarrhea:
Some of the components of essential oils found in coriander such as Borneol and Linalool, aid in
digestion, proper functioning of the liver and bonding of bowels, while also helping to reduce
diarrhea.
Blood pressure:
Consuming coriander has been shown to positively reduce blood pressure in many patients
suffering from hypertension.
Mouth Ulcers:
Citronelol, a component of essential oils in coriander, is an excellent antiseptic. Additionally,
other components have antimicrobial and healing effects, which keep wounds and ulcers in the
mouth from worsening.
Anemia:
Coriander is high in iron content, which directly helps people who suffer from anemia. Iron also
benefits proper functions of other organ systems, increases energy and strength, and promote the
health of bones.
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18. Bone health:
As a rich source of calcium, coriander is of great value for people who want to protect the
integrity of their bones. Calcium and other essential minerals found in coriander are integral
components of bone re-growth and durability, as well as in the prevention of bone degradation so
commonly associated with debilitating diseases like osteoporosis.
2.5 Available Sources of Basic Spice in Bangladeshi Market
In case of powdered spice, consumers have two options to purchase Basic Spices.
•
Open Market
•
Branded Spice.
Open Spice: The sources of open is main the bazaars, grocery shops. Tendency of using open
spices is high in the rural areas.
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19. Branded Spice: Branded spice are basically the packed spiced that are available in our country.
Major brnads in our country are Radhuni, PRAN, BD, Pure, Arku etc. Brnaded spices claim
themselves pure and hygienic.
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20. 2.6 Consumption Level of Basic Spice in Bangladesh*
Chili
MT
Open Market++
68392
Brand
3349
Turmeric
MT
Open Market++
102,060
Brand
2938
Coriander
MT
Open Market++
6052
Brand
1704
Cumin
MT
Open Market++
5134
Brand
294
*Data Source: Bangladesh Bureau of Statistics, 2012
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21. 2.7 Market Trend
•
Consumers are transforming from basic to value added products or services
•
Branded products are taking places of traditional consumption patterns
•
Consumers are becoming more conscious about health and ensuring real food value
•
People are more convenient seeking, quality oriented, speedy and variety tasting
•
Delivering the right message to the targeted audience is becoming difficult
2.8 Adulterations of Open Market Spice
Sl.No
Spice
Adulteration
Test
1
Pour the sample in a beaker containing a mixture of
Brick powder grit,
Chili Powder
chloroform and carbon tetrachloride. Brick powder
sand, dirt, filth, etc.
and grit will settle at the bottom.
2
A microscopic study reveals that only pure turmeric
Starch of maize,
is yellow colored, big in size and has an angular
Turmeric Powder wheat, tapioca, rice structure. While foreign/added starches are colorless
powder and color
and small in size as compared to pure turmeric
starch.
3
4
Cumin Powder
Coriander
Powder
Grass seeds
colored with
charcoal dust
Rub the cumin seeds on palms. If palms turn black
adulteration in indicated
. Sprinkle on water surface. Powdered bran and
Powdered bran and
sawdust float on the surface. Soak in water. Dung
saw dust, Dung
will float and can be easily detected by its foul
powder
smell.
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22. 2.9 The Main Reason for Using Branded Spices
•
Quality remains same and Ease of carrying
•
Special Taste in Crushed Spices
•
Less Wastage and Quality Remains OK
•
Dust free and so Its Healthy
•
Saves Time & Healthy
•
Hassle Free & Time Saving
•
Easy to Use
•
Facilitate Fast Cooking
•
Hygienic
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23. 3.1 Square Consumer Products Ltd
We, SQUARE CONSUMER PRODUCTS LTD. have started producing and marketing intrinsic
quality of powdered spices (Like chilli, turmeric,cumin and coriander), mixed spices and some
ethnic snacks (Like Meat Curry Masala, Fish Curry Masala, Garam Masala, Haleem Mix,
Chatpati Mix, Chanachur etc.) in terms of taste, flavor & texture. Beside these, our plan is
manufacture and market various food & beverage items very shortly.
3.1.1 Mission Statement
We want to be the world class food products manufacturer in Bangladesh by ensuring intrinsic
quality products and customer service with state of the art technology and motivated employees.
3.1.2 Vision Statements
•
To continue to provide the very best of what the consumer wants
•
To explore new segments of market and to cater to it
•
To identify what the consumer needs and providing it to them
•
To continue to assure intrinsic quality of hygienic food products with authentic taste
•
To enhance customers' standard of food habit
•
To expand distribution network to make the products available at customers' doorsteps
•
To enhance the strength and skill of the organization that will contribute to company's
increasing growth both in domestic and global markets
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24. 3.2 Functions of Different Departments
3.2.1 Manufacturing Unit
SQUARE CONSUMER PRODUCTS LTD.’s manufacturing Unit is located at Pabna, the northern
part of Bangladesh, which is prominent for agricultural products with a view to source specific
variety of raw materials. Our manufacturing unit is equipped with modern machinery. Our
technical capabilities in processing, post-harvest handling, maintaining Good Manufacturing
Practice (GMP) and modern grinding technology have given us decisive edge in the industry.
Sourcing of high-quality raw materials is conducted mainly from different parts of Bangladesh
for ensuring the right variety with highest quality.
The raw materials are preserved in a well-organized storage facility with ensures proper
ventilation. SQUARE CONSUMER PRODUCTS LTD. are in the process of achieving ISO9001:2000 and HACCP certification to follow strict quality policies as per CODEX.
3.2.2 Distribution
We are maintaining a strong distribution network in the country. At present a total no. of 232
(Two Hundred Thirty Two) highly experienced Distributors are engaged to market our
products throughout the country.
3.2.3 Export Market
SQUARE CONSUMER PRODUCTS LTD. widened its horizon by exporting and marketing its
products abroad within one year from the date of its inception. SQUARE CONSUMER
PRODUCTS LTD. is now strengthening its export operations on its way to becoming a highperformance global competitor by supplying quality food products at competitive price. Its
products comply with international phyto-sanitaion requirements. Starting its first export to
South Korea in 2002, the company is currently exporting to several countries to Europe, Far
East, Middle East and countries like USA, Canada, Australia and Japan.
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25. 3.2.4 Countries, where we are exporting
Square Consumer Products Limited is strengthening its export operations to become a high
performing global player by supplying quality food products at reasonable price. Its products
comply with international phyto-sanitary requirements. Starting its first export to South Korea in
2002, the company is currently exporting the products with international standards in more than
22 countries around the world, which includes Europe Germany, Spain, Italy, Cyprus, North
America, Africa, South Korea, Japan, Bhutan, Australia, Middle East and East Asia.
Technical capabilities in processing, post-harvest handling, maintaining Good Manufacturing
Practice (GMP) and modern grinding technology have given Square Consumer Products
Limited a strong competitive edge in the industry.
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26. 3.3 Products profile: Basic Spice Range
In 2001, Square Consumer Products Limited introduced “RADHUNI POWDERED SPICE” with
a vision to provide quality “ready-to-cook” food ingredients for the homemakers. Within a very
short span of time, RADHUNI POWDERED SPICE drew attention of modern homemakers
those who had a strong demand for quality, convenience and timesaving cooking. Dedication to
purity, consistent quality, and authentic taste has given “RADHUNI” unique position in the
market. Within a year, Radhuni Spice achieved the crown of brand leader.
3.3.1 Chili:
Radhuni powdered Chilli is vivid in color, precious in flavor. Best variety of red chilli provides
more hotness.
Price list of Radhuni Chili Powder
S.L
Product Name
1
2
3
4
5
6
Radhuni Chilli Powder
Radhuni Chilli Powder
Radhuni Chilli Powder
Radhuni Chilli Powder
Radhuni Chilli Powder
Radhuni Chilli Powder
Pack
Size
15gm
50gm
100gm
200gm
500gm
1000gm
Current
T.P.
5.18
15.80
31.00
59.50
136.00
263.00
Current
M.R.P
6.00
18.00
35.00
66.00
150.00
285.00
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27. 3.3.2 Turmeric:
Apart from having excellent antiseptic and antibacterial properties, it has a brilliant golden
yellow color.
Price list of Radhuni Turmeric Powder
S.L
Product Name
Pack
Size
Current
Current
T.P.
M.R.P
1
Radhuni Turmeric Powder
15gm
4.25
5.00
2
Radhuni Turmeric Powder
50gm
10.50
12.00
3
Radhuni Turmeric Powder
100gm
20.50
23.00
4
Radhuni Turmeric Powder
200gm
39.25
44.00
5
Radhuni Turmeric Powder
500gm
91.50
102.00
6
Radhuni Turmeric Powder
1000gm
174.00
194.00
3.3.3 Coriander:
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28. Providing a fragrant flavor Radhuni Powdered Coriander is high in food value.
Price list of Radhuni Coriander Powder
S.L
Product Name
Pack
Size
Current
Current
T.P.
M.R.P
1
Radhuni Coriander Powder
15gm
2.40
3.00
2
Radhuni Coriander Powder
50gm
7.00
8.00
3
Radhuni Coriander Powder
100gm
12.00
14.00
4
Radhuni Coriander Powder
200gm
22.00
25.00
5
Radhuni Coriander Powder
500gm
54.00
62.00
6
Radhuni Coriander Powder
1000gm
104.00
118.00
3.3.4 Cumin:
32

29. Provide the fresh aroma.
Price list of Radhuni Cumin Powder
Current
Current
T.P.
M.R.P
S.L
Product Name
Pack
Size
1
Radhuni Cumin Powder
15gm
13.25
15.00
2
Radhuni Cumin Powder
50gm
40.00
45.00
3
Radhuni Cumin Powder
100gm
76.00
85.00
4
Radhuni Cumin Powder
200gm
150.00
165.00
5
Radhuni Cumin Powder
500gm
370.00
408.00
6
Radhuni Cumin Powder
1000gm
735.00
795.00
3.4 SWOT Analysis of Radhuni Basic Spices
32

30. Strengths:
Weakness:
•
Coming from the house of “ SQUARE”
•
•
SQUARE has the reputation in
producing hygienic and superior quality
products.
Some consumers perceive our products
to be of high price
•
Retailers are not happy with the benefits
that we offer
•
Price gap with the open market is very
noticeable.
•
RADHUNI has established itself as a
household name
•
Strong brand presence in the mind of the
consumers
Opportunities:
Threats:
•
Rise in middle class population
•
No entry barrier
•
Consumers have more disposable income
•
•
Consumers are saying YES to good life
styles.
•
People are more brand conscious
The consumers are heavily influenced by
Indian Culture, if a reputed Indian
company partners with a local company,
the consumers will shift to the Indian
Branded products
•
Consumers are now becoming conscious
about their well being.
•
Political Instability
•
Natural disasters
32

31. 3.5 Market Share Analysis
Competitor
Radhuni
Pran
Market
share (%)
Strengths
Weaknesses
64%
SQUARE has the reputation in
producing hygienic and superior quality
products.
Some consumers perceive our
products to be of high price
15 %
Established itself as household brand.
Strong distribution network. More than
250 products. Separate sales force
Considered as cheap products,
Made headlines for adulteration
Popular in the Sylhet Region
Tiger
7%
Strong distribution in Sylhet
Lack of national availability,
Consumer cannot recall the
brand, Established itself as a
regional brand, No presence in
any communication
4%
Coming from the house of Partex,
which is popular in the Particle Board
& Condensed Milk category.
Customers lack awareness and
lack of availability
ACI Pure
3%
ACI Pure Atta, Moida and Suzi is a
household name. The brand value of
ACI is positive among the consumers
Limited presence in the media,
lack of awareness in the mind of
consumers
Others
6%
--
--
RANI
32

32. 3.6 Sales Analysis of Radhuni
3.6.1 Chili:
Chart: Sales of Radhuni Chili (2009 – 2013)
3.6.2 Turmeric:
Chart: Sales of Radhuni Turmeric (2009 – 2013)
32

33. 3.6.3 Coriander:
Chart: Sales of Radhuni Coriander (2009 – 2013)
3.6.4 Cumin:
Chart: Sales of Radhuni Cumin (2009 – 2013)
32

34. 4.0 Consumer Perception: Concrete Findings
4.1 Gender of the respondents
As branded spice consumer is both the male and female, so we decided to conduct our survey on
both male and female consumers. There for we need to identify the frequency of male and
female of our survey. From our survey we find the following result.
Frequency
Male
156
Female
Total
Valid
Percent
Valid Percent
Cumulative Percent
78
78
78
44
22
22
100
200
100
100
Table 1: Gender of the respondents
From the table we find that among 200 respondents, 78% of were male and the rest 22% were
female. If we graphically represent the information, we for the following chart.
Chart 1: Gender of the respondents
32

35. 4.2 Age of the respondents
As we have surveyed 200 people for our research findings. We divide the age limit of our
respondents into four groups. In this regard age is important because whenever it is the matter of
judgment ethics, age is important factor. So it is important for us to conduct the survey in certain
age limit. The following table shows the frequency of our survey findings regarding age of the
respondents.
Frequency
Valid Percent
Cumulative Percent
20-29
30-39
40-49
Above 50
30
110
40
20
15
55
20
10
15
55
20
10
15
70
90
100
Total
Valid
Percent
200
100
100
Table 2: Age of the respondents
15% respondents belong to age group 20 to 29; 55% respondents belong to age group 30 to 39;
20% respondents belong to age group 40 to 49; rest 10% respondents are above 50 age. If we
graphically represent the above table it will looks like the following chart.
Chart 2: Age of the respondents
32

36. 4.3 Occupation of the respondents
Occupation is a very important factor in our survey because some classes of people think about
packet spice. Obviously they are educated and have judgmental quality. I surveyed on following
sector. Note that others occupation refers to student, educated homemaker and old people.
Frequency
Valid
Service
Business
Others
Total
Percent
Valid Percent
104
52
52
40
20
20
56
28
28
200
100
100
Table 3: Occupation of the respondents
Cumulative Percent
52
72
100
The following chart shows the graphical picture of the above table. We see that 52% respondents
were various services, 20% respondents from business sector. Rest 28% respondents came from
others sector.
Chart 3: Occupation of the respondents
4.4 Income level of the respondents
32

37. Income level of the respondents is important to purchase the banded spice. As our target
customer is high profile people so income level is an important factor. We get the following
result from our 200 randomly selected respondents.
Valid
10000 - 19000
20000 - 29000
30000 - 39000
Above 40000
Total
Frequency
Percent
Valid Percent
20
10
10
44
22
22
96
48
48
40
20
20
200
100
100
Table 4: Income level of the respondents
Cumulative Percent
10
32
80
100
We see that out of 200 respondents, 48% respondents belongs to monthly income level of Tk.
30000- Tk. 39000, 22%respondents belongs to Tk. 20000- Tk. 29000. Almost 20% respondents
belong to above Tk. 40000 income level per month. So we see that, our target customer is mostly
high income group who can easily effort branded spice. As branded spice is comparatively costly
than the open spices. The below graph will make the result more clear.
Chart 4: Income level of the respondents
4.5 Type of Spice Consumed
To make the report fruitful l and effective we needed to know what type of spices is used by our
target customer. Because customer mainly used branded spices or open spices. Some people still
32

38. tend to use spices managed by their own. Among the 200 respondent, our observation is as
follows.
Branded Spice
Open Spice
Other
Percent
65
22
13
Valid Percent
65
22
13
Total
Valid
Frequency
130
44
26
200
100
Cumulative Percent
65
87
100
100
Table 5: Type of spice consumed
We found that, maximum 65% respondent use branded spice and 22% respondent use open
spices. 13% people still manage spices by their own. They basically collect the raw spices and
make the powder through local mill. They believe only in this process the can get the original
taste, flavor of spices. Graphical representation of the data is as follows.
Chart 5: Type of spice consumed
4.6 Preferred Brand for respondents
32

39. We needed to identify which brand our respondent mostly consumed. We asked this question to
identify the market share of our Radhuni brand. In our question we named four top brand and
other options indicates brands such as Tiger, ACI, Rupchada, Fresh etc.
Radhuni
PRAN
BD
Arku
Others
Percent
66
19
7
3
5
Valid Percent
66
19
7
3
5
Total
Valid
Frequency
132
38
14
6
10
200
100
Cumulative Percent
66
85
92
95
100
100
Table 6: Preferred brand of the respondents
We found that 132 respondents out of 200 are use Radhuni branded spice.38 respondents is use
PRAN spice. 18 respondents say that they use BD, 6 respondents say use Arku, 10 respondents
use others spice.
Chart 6: Preferred brand of the
respondents
4.7 Which Matter Influences
You Most When Purchasing
Packet Spices?
32

40. As the spice is a sensitive product for the cooking of daily food, people do not take the risk about
quality and so they give concentration on the previous experience of using specific brand.
Chart 7: Influencing factor to purchase basic spice
4.8 Which Issue You Give Most Importance For Defining Quality Spices?
For the Product category basic spice,
the taste, color & aroma all are
important simultaneously. Therefore,
every part has equal role for cooking
perfect food.
Chart 8: Important factor to define quality spice
4.9 Does Brand name is important to the respondents
32

41. We needed to know how important the brand name is. What they feel regarding the brand name
against the question we get the following result from our 200 respondent.
Frequency
Valid
Percent
Valid
Percent
Strongly Agree
28
14
14
Agree
104
52
52
Neutral
14
7
7
Disagree
38
19
19
Strongly Disagree
16
8
8
Total
200
100
100
Table 7: Brand name is important for respondents
Cumulative Percent
14
66
73
92
100
We found that 52% respondent think that brand name is important to them. 19% respondent
thinks that brand name is not important for them, 14% respondent is strongly agreed about brand
name. 8% respondent is strongly disagree that brand name is not important at all.
Chart 9: Brand name is important for respondents
4.10 Availability of the products is important for respondents
Customers want the product available within their reach availability of the Product is important
to them. We asked this question to our respondent and get the following response.
32

42. Frequency
Valid
Percent
Valid
Percent
Strongly Agree
156
78
78
Agree
44
22
22
Total
200
100
100
Table 8: Product availability is important for respondents
Cumulative
Percent
78
100
78% respondent thinks that the products should be available within their reach. The need the
demanded products right after they feel the need of the products where ever the stay. Whereas
only 22% respondent thinks they would give extra effort to get their desire product if that is not
that available surround them. Because they will not accept any alternative of that products.
Chart 10: Product availability is important for respondents
4.11 Emphasis on quality of branded spice
32

43. We needed to identify the consumer perception of the branded spice quality. Usually people
demand the quality products for their daily consumption. Response from our 200 respondent is
as follows.
Frequency
Valid
Percent
Valid
Percent
Strongly Agree
178
89
89
Agree
18
9
9
Disagree
4
2
2
Total
200
100
100
Table 9: Emphasize on quality of branded spice
Cumulative Percent
89
98
100
Among the respondent, 89% is not agreed to compromise with the quality of the branded spice.
They need the quality products at any cost. They strongly agreed that quality issue is most
important factor where 9% only agreed with them. Rest 2% disagrees with this opinion. They
think branded spice usually quality products. So they really don’t think about quality issue
regarding branded spice.
Chart 11: Emphasize on quality of branded spice
4.12 Branded spice is costly compare than the quality
32

44. What is the perception regarding the price of branded spice what they think about cost of
branded spice. Does the price is higher compare to quality. We asked the question and get the
following response.
Frequency
Valid
Percent
Valid
Percent
Strongly Agree
120
60
60
Agree
40
20
20
Disagree
40
20
20
Total
200
100
100
Table 10: Branded spice is costly compare than the quality
Cumulative
Percent
60
80
100
We found that 60% respondent strongly agreed that price of branded spice is higher is compare
to its quality. 20% respondents simply agree with this. Rest 20% disagreed with this statement.
Chart 12: Branded spice is costly compare than the quality
4.13 Branded spice is hassle free & time saving
32

45. Does branded spice hassle free to use and time saving? We ask this question to our respondent
and get the following response from the respondent.
Frequency
Valid
Percent
Valid
Percent
Strongly Agree
156
78
78
Agree
30
15
15
Neutral
6
3
3
Disagree
8
4
4
Total
200
100
100
Table 11: Branded spice is hassle free & time saving
Cumulative
Percent
78
93
96
100
78% respondent strongly agreed that using braded spice is time saving and hassle free. Branded
spice is easy to use. 15% respondent agreed that branded spice is time saving. Only 4% disagreed
with this.
Chart 13: Branded spice is hassle free & time saving
32

46. 4.14 Hygiene factor is important for respondents
How much the hygiene factor is important to the consumer? What the consumer really think
regarding the hygiene on branded spice. We needed to know the perception regarding the
hygiene factor of branded spice.
Frequency
Valid
Percent
Valid
Percent
Strongly Agree
176
88
88
Agree
24
12
12
Total
200
100
100
Table 12: Hygiene factor is important for respondents
Cumulative
Percent
88
100
88% strongly agreed that hygiene is very much important to them. They prioritize the health
issue on consumer products. In addition, they are not agreed to compromise with hygiene issue.
Chart 14: Hygiene factor is important for respondents
32

47. 4.15 I think smell & test remain ok in branded spice
All brands usually claims that smell and taste remain same in branded packed spice. However,
what the customer’s opinion regarding this issue? Does smell and taste really remain ok in
branded spice? We get the following response from the respondent.
Valid
Cumulative
12
63
18
Percent
12
63
18
Percent
12
75
93
7
7
100
Frequency
Valid
Strongly Agree
Agree
Disagree
Strongly
Disagree
Total
Percent
24
126
36
14
200
100
100
Table 13: Smell & test remain ok in branded spice
12% respondent strongly agrees that test and smell agreed remain same in branded spice. While
63% respondent agreed with this. 18% respondents do not think that, taste and smell remain
same in branded spice. They think some sort of chemical is mixed with the packed spice which
decreases the quality, taste and original smell.
32

48. Chart 15: Smell & test remain ok in branded spice
5.0 Marketing Strategy to Overcome Problem
5.1 Target Customer Profile
Positioning Statement: Assurance of purity
Target Market of Spice:
Geographic Location: Urban, sub-urban
Demographic:
•
Age: 25-40
•
Gender: Female
•
HSC/SSC: 34%
•
Graduate: 33%
•
Postgraduate/Vocational: 17%
•
Degree/Diploma: 14%
Education:
Income Level:
•
Tk. 20,000 and above: 48%
•
Tk. 10,000-20,000: 47%
•
Tk. 10,000 and less: 5%
Household Member:
•
3-5: 66%
•
6-8: 20%
32

49. •
1-2: 12%
•
More than 8: 2%
•
Social Stratification: Middle to Upper class
•
Buying Habit : Frequent
•
Psychographics: Look for Purity with authentic taste
Wants care & tenderness for the family
Sensible and conscious
Seek convenience in cooking
5.2 Consumer Trend & Outlook
Food product development needs to be based on consumers' needs and wants to be successful.
Like mass-individualization, globalization and an altered interpretation of the food quality
concept by consumers. Radhuni Powdered Spice has become relevant in this respect.
Female lifestyle scenario changed then one decade before. At that time, maximum female was
homemaker, stay all day at house, gossiping with neighbor, watch TV, supervise maidservant,
pass time to collect whole spices from market and prepare food dishes. These days
unprecedented numbers of women are invading in different professions, they are well educated,
concern about quality and nutritional value of product. Women also show greater concern about
issues that directly affect the family and home life. They left at morning and return home at
evening yet they want to take proper care of their family. Maidservants are not available like
before so every work accomplished by their own. Therefore, Consumers’ these days are more
dependent on powdered ready spice. Since consumer have many options for branded powdered
spice they want the one which assures the purity and deliver authentic taste and color.
Key consumer insights to Powder Spices
•
Easy & fast cooking ensuring delicious aroma & flavor while cooking & eating.
•
Want to save time in cooking to give more time for kids, family & entertainment.
32

50. •
Want to cook with powder spice and expect traditional authentic taste and color.
•
More concern about the bout the food quality and well-being of the family members and
intend to take quality product.
5.3 Benefits from Radhuni Powder Spices
•
Selected from best verities of quality raw materials from grower level
•
Strictly maintain international quality standard.
•
Assurance of quality, taste, and flavor of home –ground spice.
•
Ensures delicious aroma & flavor while cooking & eating of different curries.
Product Strengths:
•
Original and authentic taste & fresh aroma.
•
Finely pulverized and not musty.
•
100% free from adulteration.
•
Full release of flavor during cooking.
•
Grinding procedure retain essential volatile oil.
•
Grinded from selected crops.
•
Produced from modern spice processing plant.
•
Strong brand image.
5.4 Radhuni Strategy
5.4.1 Product Strategy
32

51. Radhuni Powdered Spice ensures purity. In the year 2012 we want to maintain this consistency
of quality and deliver best quality spice to the consumer to satisfy their need and want. Besides
basic spice is a product that have hardly any scope to add extra value to the product. Therefore
we will add value through packaging by launching a different SKU in convenient Jar. Also we
will add new variant of basic spice in the basic spice product range and that is ''Pasted spice''.
5.4.2 Pricing strategy
In the year 2013 our objective is to maintain competitive and stable price. We will not give
competitors any scope to gain big price advantage. We will also maintain the price at an
acceptable range compare to open spice. Because consumers very easily compare the price with
the open spice and tend to switch from branded spice to open spice. We will maintain the
competitive price by taking following steps.
•
Effective inventory management: To achieve our objective we will manage our inventory
effectively. We will collect maximum RM during the harvesting season when the prices
are low. So when the prices of RM high we can use up our low priced RM to gain
advantage over competitors. Besides we will constantly monitor the market scenario of
RM throughout the year and maintain inventory of RM as accordingly.
5.4.3 Distribution Strategy
We will follow the existing distribution strategy and network. Currently we are using separate
distribution channels for retailers, different institution, and bulk buyers like super shop, hospital,
canteen etc.
To reach the above organization we have the following distribution system-
To reach all
over
the
country we
have
the
following distribution system-
32

52. To meet the objective of 2013 we need to take following steps regarding the distribution strategy.
•
Improve the outlet reach especially in the north and south region.
•
Explore the new organization for sale including outside Dhaka like number of large hotel
In Chittagong, Sylhet, Cox's Bazaar and other Divisional cities.
5.4.4 Promotional Strategy
Since there are few differentiating factors in the existing brands, we have to use combination of
rational & emotional strategy to communicate with the consumers. So far, we have taken the
position of quality product and communicated with the consumers in the same line. Radhuni
already won the credibility of high quality product from the consumers. Up to 2008, we have
communicated the authentic taste of Radhuni powdered spice and its pure quality. In 2008 on our
communication campaign we focused on creating awareness among consumers about not to
compromise with the quality of daily food of the family as there is family health issue is concern.
In 2009 we have re-enforced & further strengthen our on going quality issue in spice
consumption by launching endorsement campaign by Siddika Kabir in all media including ATL
and BTL. For 2010 to 2012 we concentrated our promotional campaign on the uncompromising
stand regarding finding the best quality food ingredients for family. In the year 2012 we will
concentrate on “Radhuni gives assurance of purity that delivers desired taste and color”.
Promotional objective:
•
A safe & quality assured food ingredient that will give you the feel of traditional
taste with living a healthy life
•
Motivate consumers relay only on Radhuni because Radhuni gives assurance of purity
that delivers desired taste and color.
•
Motivate target consumers for choosing the pure & quality spice for cooking through
rational and emotional appeal.
•
Create aspiration for using Radhuni Branded Spice in food preparation and attract new
consumer.
•
Create strong emotional bonding with Radhuni Branded powder spice and make it an
obvious choice for consumer because Radhuni ensure purity and deliver authentic taste.
Estimated Promotional Budget of 2013:
32

53. Estimated
budget Percentage
against
amount (Tk.)
target of 2013
88,013,00.004
3.94%
Followings are the strategic activity to achieve our objective.
•
About 40% of the total promotional budget will be spent in electronic media to get
maximum reach. Insertion frequency will be high during launching new campaign and
festival.
•
Five new TVC will be made on powdered spice in the year 2013. Two TVC will be on
Turmeric and Chilli each and two on whole range. One TVC on CP.
•
8% of the total budget will be spent on print media to support launch of new campaign.
•
300 new shop signs and new bazaar branding at Chittagong and Sylhet will be done in
2013.
•
Shera Radhuni competition and celebration of Naridibosh event will be held in 2013
which will promote the brand among TG.
•
Consumer Promotion (CP) offer will be given to give consumer extra value for their
expenditure. 10% of the total promotional budget will be spent to run CP program.
32

54. 5.4.5 Action Plan
Strategy
Strategic Use: ATL &
BTL Media
Key Media Type
TV Media
Radio Media
Print Media
Digital Media
Tactical Plan
TVC, Pop-up, L-shape
Strategic Branding
Strategic Time slot
Own Program/Reality Show
RDC
Strategic Branding
Strategic Time slot
Community Radio
Supplementary
Local Newspaper
Consumer Interaction by Magazine
Creative Ad in Magazine
Popular Web Portal Ad
Presence in the Social Media
E-mail Marketing
SMS Marketing
Online Competition
32

55. Outdoor Media
Billboard
Wall Paint & Wall Hang
LCD-LED Advertisement
Bazaar Branding, Shop sign
Events, Activations
POS
Electronic Media
We will prepare two new TVC for Turmeric and Chilli separately and promote these two
products as category leader. In between we will make one TVC on the whole Basic Spice range
to promote the whole range. These TVC will communicate the massage that Radhuni ensures
purity which will deliver you desired taste and color from generation to generation. Another new
TVC will be made during August and will go on air from September 2013. This new TVC will
be on the hardship and dedication from Square member to deliver the finest quality spice to the
consumers. One TVC will be made for promoting CP program.
Press & Magazine
New press ad design will be developed for supporting new campaign. New press ad design will
also be developed for CP program. Major news papers and magazines will be used for press and
magazine campaign.
POS/POP
Merchandising is silent sales man- therefore we want to emphasize on proper merchandising of
our products at outlets. Besides POS, material will be developed in support of new TVC
campaigns and CP program.
Out Door
In 2013, we will install 500 new shop boards. Besides, we will also go for bazaar branding in
Chittagong and Sylhet. Few new billboards will be taken in 2013 at Chittagong city; we will also
renew the existing billboards, Passenger sheds, Light boxes, Gondolas, Transit ad and Shop
Signs.
32

56. Events & Activation
In the year 2013 we will execute following event and activation.
•
Nari Dibosh:
8th March of every year has been celebrated as Nari Dibosh. We will celebrate this day to
congratulate the successful women for the year 2012. The objective to celebrate this day
is to affiliate Radhuni with the betterment of women.
•
Shera Radhuni:
To promote traditional cooking of Bangladesh we have been arranging best cook
competition ‘Shera Radhuni’ all over Bangladesh.
Radhuni Cook Show:
This year Square Consumer Products Ltd will make an agreement with Ms. Nahid Osman
(renowned cook in Bangladesh) as Brand Ambassador and will prepare cook show round
the year which will telecast on Maasranga Television
CP program
Consumer Promotion (CP) program will run for two months from July’13 to August’13. This
period is chosen targeting the Ramadan period. The objective is to give consumer extra benefit
during Ramadan when maximum consumption of powdered spice is occurred.
Besides this Consumer Promotion (CP) will conducts at different Superstore in Dhaka City to
fulfill the same purpose.
32

57. 6.0 Recommendations
There are good numbers of brands coming with the same proposition of good quality, so SCPL is
heading towards an immense competition in near future. In the backdrop of the above findings
the following recommendations can be made:
•
Majority of the consumer believe that the price of Radhuni is high. Because of its quality.
SCPL should consider value based pricing instead of competitive and cost based pricing.
•
To increase the efficiency of the dealers, SCPL can offer special trade promotions such as
incentive, bonus, foreign tours etc, for the best performers.
•
The promotional effort of SCPL is satisfactory and it should be continued. At the same
time, they can adopt creative advertising to differentiate their products from others.
•
To hold and create new customers of Radhuni Basic Spice, SCPL should consider the
following:
•
Conducting frequent customer survey
•
Developing new user group
•
Launching new value adding products
32

58. •
•
Identifying new overseas market for further increase in export
SCPL need to increase their promotional expenses and it should execute the action plan
properly.
•
SCPL need to increase the media presence to create new customer base and remain in
customer mind
SCPL is holding the maximum market share with Radhuni Basic Spice. It maintains its
leadership through well-planned action program, motivated and trained personnel and by
projecting a favorable company image among the customers. Under intensifying competition in
the market and changing attitudes towards the branded spice powder, SCPL should consider the
above recommendations.
7. 0 Conclusion
In 2001, Square Consumer Products Limited introduced Radhuni Basic Spice with a vision to
provide quality “ready-to-cook” food ingredients for the housewives. Within a very short span of
time, Radhuni Basic Spice drew attention of modern housewives those who had a latent demand
for convenience and time-saving cooking. Dedication to quality has given Radhuni Basic Spice
unique position in the market.
Radhuni Basic Spice considered as the pioneer in Branded spices. By ensuring taste, quality,
attractive packaging & good coverage throughout the country, Radhuni has been getting a
remarkable response from market. A year after its operation Radhuni Spice achieved the crown
of the leader. Products ranging from Basic spices, mixed spices, Cereal & Pulses to Edible oil are
currently available under the name of Radhuni.
Radhuni Basic Spice has been dominating branded spice market since 2003. Currently in
branded powdered spice category, Radhuni is the brand leader. Radhuni achieved the crown of
brand leader by offering superior quality of powdered spice and authentic taste. So it can be said
that Radhuni has created the branded powder spice market. As consumers are shifting towards
branded powdered spice, the market size of branded powder spice is increasing very fast.
32

59. Bibliography
•
Kotler,Philip. Armstrong, Gary.2008. principles of Marketing, Pearson Prentice Hall,
United State of America
•
Mallhotra, Naresh.K. 2003. Marketing Research, Prentice Hall International, United State
of America
•
•
www.theepicentre.com
Crosby, M. R. (2008). "Senna," Microsoft® Encarta® Online Encyclopedia 2008.
Retrieved from http://encarta.msn.com/encyclopedia_761561243/Senna.html
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Retrieved from World Wide Web: http://www.celtnet.org.uk/recipes/roman.html?
PHPSESSID=26caf3bc35486152e548b7b2dc0eb0bd)
"Spices," Microsoft® Encarta® Online Encyclopedia 2008. Retrieved from World Wide
Web: http://encarta.msn.com/encnet/refpages/RefArticle.aspx?refid=761564609
/spices.html on 25.05.2008
Retrieved from World Wide Web : http://www.foodproductdesign.com/articles/herbsand-spices.html
www.squarefoods.com.bd (official website of SCPL)
http://www.google.com
Bangladesh Bureau of Statistics
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60. Appendix
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A set of blank questionnaire on which the survey was conducted.
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