Marketing of Spice Powder in Dhaka City
Marketing of Spice Powder in Dhaka City
A Case Study on Square Consumer Product Ltd.
Nasrin Shah Naaz
Senior Lecturer Faculty of Business and Economics Daffodil International University Prince Palaza (6th Floor), 4/2, Subahanbagh, Mirpur Road, Dhaka-1207. Cell: 01713493078 e-mail: nsngold@yahoo.com
Fariha Tasnim
Lecturer Faculty of Business and Economics Daffodil International University Prince Palaza (6th Floor), 4/2, Subahanbagh, Mirpur Road, Dhaka-1207. Cell: 01190186952 e-mail: tfariha@yahoo.com
Marketing of Spice Powder in Dhaka City
A Case Study on Square Consumer Product Ltd.
Abstract: The objective of this paper is to examine the marketing pattern of a leading powder spice ‘Radhuni’ offered by Square Consumer Products Ltd. (SCPL) in Dhaka city. The research focuses on procurement of raw materials, distribution channel, pricing, promotion activities and customer opinion regarding ‘Radhuni’ powder spices. The study revealed that SCPL market their product at premium price due to the quality features of ‘Radhuni’. 56 percent of consumers opined that Radhuni spices powders are very good in quality. The study suggests that SCPL should consider value based pricing instead of cost based pricing and SCPL should go for field survey to find out consumer’s opinion which in turn help them to maintain leadership position in spice powder market of Bangladesh.
Key Words: SCPL (Square Consumer Product Ltd.), ‘Radhuni’ spices powder, Consumers’ Opinion, Marketing Pattern and practice, Product quality. 1.0 Introduction
The use of spices in cooking foods is a primitive event. Spices not only bring aroma and good taste to the cooked foods but also possess some food value. Bangladesh has a fertile land and favorable climate for the cultivation of chili, turmeric, cumin, onion, ginger and coriander. The area & production of spices during 2005-06 were about 1,43,764 hectare area & 3,15,830 metric tons respectively . Since Bangladesh has comparative advantage in
A Case Study on Square Consumer Product Ltd.
Nasrin Shah Naaz
Senior Lecturer Faculty of Business and Economics Daffodil International University Prince Palaza (6th Floor), 4/2, Subahanbagh, Mirpur Road, Dhaka-1207. Cell: 01713493078 e-mail: nsngold@yahoo.com
Fariha Tasnim
Lecturer Faculty of Business and Economics Daffodil International University Prince Palaza (6th Floor), 4/2, Subahanbagh, Mirpur Road, Dhaka-1207. Cell: 01190186952 e-mail: tfariha@yahoo.com
Marketing of Spice Powder in Dhaka City
A Case Study on Square Consumer Product Ltd.
Abstract: The objective of this paper is to examine the marketing pattern of a leading powder spice ‘Radhuni’ offered by Square Consumer Products Ltd. (SCPL) in Dhaka city. The research focuses on procurement of raw materials, distribution channel, pricing, promotion activities and customer opinion regarding ‘Radhuni’ powder spices. The study revealed that SCPL market their product at premium price due to the quality features of ‘Radhuni’. 56 percent of consumers opined that Radhuni spices powders are very good in quality. The study suggests that SCPL should consider value based pricing instead of cost based pricing and SCPL should go for field survey to find out consumer’s opinion which in turn help them to maintain leadership position in spice powder market of Bangladesh.
Key Words: SCPL (Square Consumer Product Ltd.), ‘Radhuni’ spices powder, Consumers’ Opinion, Marketing Pattern and practice, Product quality. 1.0 Introduction
The use of spices in cooking foods is a primitive event. Spices not only bring aroma and good taste to the cooked foods but also possess some food value. Bangladesh has a fertile land and favorable climate for the cultivation of chili, turmeric, cumin, onion, ginger and coriander. The area & production of spices during 2005-06 were about 1,43,764 hectare area & 3,15,830 metric tons respectively . Since Bangladesh has comparative advantage in
References: 1. Retrieved from: www.theepicentre.com 2. Crosby, M. R. (2008). "Senna," Microsoft® Encarta® Online Encyclopedia 2008. Retrieved from http://encarta.msn.com/encyclopedia_761561243/Senna.html -6-