SQUARE Group of Companies is one of the leading business enterprises of Bangladesh.

After a
54 year long journey, it is a symbol in the business world of Bangladesh. Because of the great
leadership skill of Mr. Samson H Chowdhury, the company became what it is today. It started as
a small pharmaceutical company expanded its branches and became a huge group of company.
In 1987, SQUARE created history by becoming the first Bangladeshi company to export
pharmaceutical products.

In 1988, SQUARE expanded their business by introducing SQUARE Toiletries Limited. This
new company became a private limited company in 1994. They established a new industry and
named it SQUARE Textile Limited and they started manufacturing agro-chemicals and
veterinary medicines. They started SQUARE Spinning Limited in the year 2000, SQUARE Knit
Fabrics Limited and SQUARE Fashions Limited in 2001.They started SQUARE Consumer
Products Limited, SQUARE Informatix Limited and the really popular SQUARE Hospitals
Limited in the same year. So they made their biggest expansion within the first two years of the
new century. In 2003, they made a management agreement with Bumrungrad Hospital
International of Thailand and gave them the responsibility to supervise the operation of
SQUARE Hospital.

With a slow but strong progress, SQUARE Group of Companies became a legend in the business
world of Bangladesh. It is one of the most revenue generating company of Bangladesh. Currently
they have over 3500 employees working in the company. Providing best quality product and
customer satisfaction is their primary motto.

The industries under the SQUARE group include-

1. SQUARE Hospitals Ltd

2. SQUARE Herbal & Nutraceuticals Ltd.
3. Square Food and Beverage Ltd.
4. SQUARE Informatix Ltd.
5. SQUARE Textile ltd.
6. SQUARE Fashion Ltd.
7. Maasranga Communications Ltd.
8. Mediacom ltd. etc.
Critically analyzing the Mission and Vision of the Company-
Vision- They attempt to understand the unique needs of the consumer and translate that needs
into products which satisfies them in the form of quality products, high level of service and
affordable price range in a unique way.
 Mission-
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.

The course of events that brings a new product into existence and follows its growth into
a mature product and into eventual critical mass and decline. The most common steps
in the life cycle of a product include the following phases:

Product Development Phase - Includes market analysis, product design, conception,

and testing.

Market Introduction Phase - Initial release of the product, usually marked with high
levels of advertising.

Growth Phase - Sales growth begins to accelerate, characterized with increasing sales
year-over-year. As production levels increase, gross margins should steadily decline,
making the product less profitable on a per-unit basis. An increase in competition is
probable.

Maturity Phase - The product will reach the upper bounds of its demand cycle and
further spending on advertising will have little to no effect on increasing demand.

Decline/Stability Phase - This is where a product has reached or passed its point of
highest demand. At this point, demand will either remain steady or slowly decline as a
newer product makes it obsolete.

The Boston Consulting group's product portfolio matrix (BCG) is designed to help
with long-term strategic planning, to help a business consider growth opportunities by
reviewing its portfolio of products to decide where to invest, to discontinue or develop
products.
In business, a strategic business unit (SBU) is a profit center which focuses on product
offering and market segment. SBUs typically have a discrete marketing plan, analysis of
competition, and marketing campaign, even though they may be part of a larger
business entity.

Square medicine- Phylogeny DS (500 mg), Moxacil (500 mg), Lanco (30 mg), Ciprocin
Syp (500 mg), Calbo (500mg).

Meril Beauty Soap, Meril Splash

Meril Protective care- Meril petroleum jelly, Meril Lip jell, Meril Olive oil, Meril Glycerin.

Meril Baby Loiton, Meril Baby oil, Meril Baby Olive oil.

Chaka Washing powder, Chaka Ball soap.

Kool shaving cream, Kool after shave Lotion, Kool after shave gel, Kool deodorant body
spray.

Magic toothpowder, Magic advance ghamachi powder.

Marketing Mix

Price- Convenience, reasonable, consumer acceptable.

Product- Electronic media, print media, sales team, sales center

Place- they marketed their product with divisional sales depot covering commercially
situated in the country.
BCG Matrix

Question Marks: Square pharmaceuticals producing products with the demand and this
company have good enough profit so Square do not sell high number of share into the
market. But now square has huge percent of demand and now a day they do
transactions in the share market and they are the topers in the market, so it can be said
that they are in the question marks position.

Stars: which business is recently launched and trying to get into the market and that
type of business is call starts. But Square is a very old company and they are already in
the market. But square consumer products are trying to improve themselves, so they
are in the star position. For example,

Cash Cow: The cash cow is that type of level where business has good sales
percentage and market share is also good, but their growth in market is not good, so
Square toiletries is this leveled business. For example

Dogs: this step is seemed quiet badly, their sales percentage is not so good, and then
few people by their shares, polularity of their product is not that level high and operating
system are quiet low, and they provide more efforts to improve themselves and to
create demand of their product into

SWOT Analysis: Square has a strong team for Research and Development. The
members consistently seek opportunities to find the new demands and meet them by
launching new products/

Square has a strong financial condition and support from its parent Company.
Square has achieved a strong brand image. It has selected a good Relevant brand
name for its products whereas other firms suffering form it.

Weakness: it charges a bit high price than that of its competitors SQUARE
CONSUMER PRODUCTS LIMITED.

Though they have good distribution coverage system, products are always available in
posh urban areas but in some urban places they fail to provide the product in time as a
result they are losing a potential market share.

Opportunity

The culture of eating foods encourages the opportunity of expanding the market.

The market is large in this business

Threats: The market has become competitive in terms of number of competitors as well
as possible entrants of some new companies.

SQUARE CONSUMER PRODUCTS LIMITED

Consumers are exposed to ads given by some companies.

Implementation of company: The Square Ltd. is high share- high growth industry in
Bangladesh. Square company leading local established in Bangladesh. For new
business strategies of Square company Ltd. Total business help to grow up to AAA
position. Customers are like to use Square Company Ltd.

SQUARE Toiletries Limited- 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.

1. With our state-of-the-art production facilities, most advanced equipment, and high quality raw
materials, we ensure the absolute best for our customers.

2. Depending on the nature of products, formulation, and packaging, STL has product specific
machinery.

3. 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.
 4. Each phase of the production process undergoes rigorous testing to meet international
standards, following the GMP (Good Manufacturing Practice) of production.

5. Square Toiletries Ltd. has a strong R&D department which is committed towards developing
new products and improving existing products.

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.
The Ability To Make "Connections" Between Consumers' Wants And What Technology Can
Deliver.

They have developed technical partnership with the following companies in order to deliver
quality products to their customers-
1. Cognis- Germany
2. Uniqema- Malaysia
3. Clarient- Germany
4. IFF- UK
5. Firmenich- Singapore.

Square Toiletries Ltd. is one of the few Bangladeshi companies that is successfully exporting its
products in foreign countries. Besides serving the people of Bangladesh, STL is exporting its
products in
ASIA
India, Bhutan, Nepal, Malaysia, Myanmar, Japan, Singapore, Maldives
MIDDLE EAST ASIA
Saudi Arabia, United Arab Emirate, Bahrain, Qatar, Kuwait, Jordan, Oman, Lebanon
EUROPE
United Kingdom, Germany, Sweden, Italy Ireland
NORTH AMERICA
USA & Canada
AFRICA
South Africa & Djibouti
AUSTRALIA
Strengths in Doing Business:
In International Business since 2001.
A Wide Range of Products.
STL Is Carried Out In Two Automated, State-Of-Art Plants in Bangladesh.
Following Rules & Regulations Pertaining To Each Countries Requirements.
Product Analysis (COA) Certificate Global
Processing Required Form & Other Documents For China / Japan, Brunei / Nepal / As Per
Clients Request
 World Class Raw Materials from Leading Global Manufacturers Like- Symrise, Hercules, Dow
Corning, BASF Etc. Are Procured To Ensure World Class Product Quality.

Business Opportunity: is always open to B2B (Business to Business) or B2C (Business to

Customer) opportunities globally, be it from Toiletries/ Cosmetics manufacturers, wholesalers,
Residential hotels, Retail chains or neighborhood retailers. No Opportunity Is Considered Too
Small, And Every Enquiry Is Assured An Equal Level Of Urgency.

Contract Manufacturing/OEM/OBM/Private Labeling With SQUARE Toiletries Limited:

We can help to develop and expand your product line with our Private Labeling services. We
offer full turnkey solutions for all of your private labeling needs including product development,
design, production, and fulfillment. Our private labeling services are ideal for those interested in
introducing new products, entering new markets, or reducing production and operational costs.

Private Labeling With SQUARE Toiletries Limited

Private Labeling with SQUARE Toiletries Limited guarantees the highest quality products
available. By utilizing premium quality raw materials & Hi-Tech manufacturing facilities, we
will carefully handle your product from start to finish and provide you with your own distinct
final product. Our fulfillment services will ensure your custom blends are shipped and delivered
in a timely and efficient manner. Additionally, the stringent health safety and sanitation
guidelines followed by SQUARE Toiletries Limited will ensure your product is a premium
unification.
Advantages of private labeling of square toiletries limited:
1. A deep understanding of consumers, their habits and their needs.
2. High quality product.
3. Stringent health safety and sanitation regulations.
4. Custom unification and production.
5. Increased production, Marketing and distribution control
6. Reduced overhead costs.
7. Customized labels and packaging for detail applications.
8. Low- Risk or short run production.
9. Explore and excess new markets.
10. Turnkey distribution and procurement services.
BRANDS THAT CARE
Jui, Meril Protective care, Meril Baby, Meril milk soap bar, Revive, chaka, chamak.

Sister concern-
1. SQUARE Hospitals Ltd
2. SQUARE Herbal & Nutraceuticals Ltd.
3. Square Food and Beverage Ltd.
4. SQUARE Informatix Ltd.
5. SQUARE Textile ltd.
6. SQUARE Fashion Ltd.
7. Maasranga Communications Ltd.
8. Mediacom ltd. etc