This document contains a marketing plan for Radhuni Basic Spice, which was introduced in 2001 by Square Food & Beverage Limited to provide quality ready-to-cook food ingredients. Radhuni became very popular among housewives for its convenience. It has since dominated the branded powdered spice market in Bangladesh and is currently the market leader. The plan discusses Radhuni's product, pricing, distribution, and promotion strategies, and identifies strengths, weaknesses, opportunities, and threats. Customer surveys were conducted and recommendations were made to increase promotional activities and media presence to attract new customers.

2. COURSE TITLE : Principles of Marketing
COURSE CODE : MGT-221
SUBMITTED TO:
Md.Hossen Miazee
Lecturer,School of Business (SOB)
UITS, Dhaka.
SUBMITTED BY:
Name ID Department
MD Asif 11330177 Business Studies
MD. Nizam Uddin 08310123 Business Studies
Md.Kawsar Alam 14310188 Business Studies
Mahedi Hasan 13510047 Business Studies
MD.Jahanur Alam 14310180 Business Studies

4. Square Consumer Products Limited, has started its journey in 2000 as a member of
Square Group, the leading corporate house in Bangladesh. Within a short span of
time, it has been able to create a strong foothold in the market through its quality
products and customer services. For its obsession with quality management.
The company had obtained the international quality standard ISO 9001 in 2005.
Square Food & Beverage Ltd. has introduced three popular brands in the market
namely Radhuni, Ruchi and Chashi. Radhuni is the flagship brand of the company.
Just after its introduction, Radhuni drew the attention of housewives who
demanded convenience and time saving cooking. The product range of Radhuni is
enriched with basic spices, mixed spices, cereals & pulses based products and
edible oil. On the other hand, Ruchi is providing ready-to-eat snacks like
Chanachur, Fried Dal, Banana Chips, Potato Crackers, Muri, Jhalmuri, Sauce,
Ketchup, Jhuribhaja, Peanut, Chutney, Pickles and Honey. Ruchi has won the heart
of the youngsters for its healthy, tasty & innovative ground breaking products.
The new brand of the company, Chashi is the landmark of those products which are
collected directly from the farmers having the indigenous essence and freshness.

5. We want to be the world-class food products manufacturer in
Bangladesh by ensuring intrinsic quality products and customer
services with state-of-the-art technology and motivated employees.
 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

6.  The study was confined to limited retailers and consumers only
 The duration of the study was restricted for 4 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.

8.  The RADHUNI Chilli powder is produced from the best varieties of red
chilli, which delivers the desired red color & hotness. Capsaicin, the main
flavoring compound for hotness and Capsanthin, the main coloring
compound is blended in proper proportion to maintain the real taste of
chili. Available In15g,50g,100g,200g,400g,500g,1000g

9.  RADHUNI Turmeric Powder guarantees the proper composition of curcumin and
the turmeric's selected for processing are finest of their kind. As a result it gives the
dishes an attractive golden color.
 Available In15 g, 50 g, 100 g, 200 g, 400 g, 500 g, 1000 g

10.  Radhuni cumin powder is prepared from selected high-grade cumin to
ensure fresh aroma of cumin and maintain the real taste in dishes.
 Available In 50 g, 100 g, 150 g, 170 g, 200 g, 400 g, 500 g

11.  RADHUNI Coriander Powder has the distinct flavor and fragrance of
coriander for your delicious preparations.
 Available In 15 g, 50 g, 100 g, 200 g, 400 g, 500 g, 1000 g

13. Strengths: Weakness:
* Coming from the house of “ SQUARE”
* SQUARE has the reputation in producing hygienic
and superior quality products.
* RADHUNI has established itself as a household
name
* Strong brand presence in the mind of the consumers
* Some consumers perceive our products to be of high
price
* Retailers are not happy with the benefits that they
offer
* Price gap with the open market is very noticeable.
Opportunities: Threats:
* Rise in middle class population
* Consumers have more disposable income
* Consumers are saying YES to good life styles.
* People are more brand conscious
* Consumers are now becoming conscious about their
well being.
* No entry barrier
* 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
* Political Instability
* Natural disasters

14.  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

15.  Product Strategy
 Pricing strategy
 Distribution Strategy
 Promotional Strategy

16.  Majority of the consumer believe that the price of Radhuni is high. Because
of its quality. SFBL should consider value based pricing instead of
competitive and cost based pricing.
 To increase the efficiency of the dealers, SFBL can offer special trade
promotions such as incentive, bonus, foreign tours etc, for the best
performers.
 The promotional effort of SFBL is satisfactory and it should be continued. At
the same time, they can adopt creative advertising to differentiate their
products from others.
 Conducting frequent customer survey
 Developing new user group
 Launching new value adding products
 Identifying new overseas market for further increase in export
 SFBL need to increase their promotional expenses and it should execute the
action plan properly.
 SFBL need to increase the media presence to create new customer base and
remain in customer mind

17.  In 2001, Square food and beverage 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.

19. 