TABLE OF CONTENTS

1.0.

5.0.
6.0.
7.0.

Product Overview, and Current Market Summary

1.1. Product description.
1.2. Products of Ruchi Munching
1.3. Current Market Summary
1.4. Distribution
1.4.1. National Presence
1.4.2. Global Presence
SWOT
2.1. Strength
2.2. Weakness
2.3. Opportunities
2.4. Threats
Objectives, and Issues
3.1. Company Objectives
3.2. Financial Objectives
3.3. Marketing Objectives
Ruchi Munching Strategy
4.1. Positioning of Product
4.2. Pricing Strategy
4.3. Distribution Strategy
4.4. Promotional Strategy
Action Plan
Recommendations
Conclusions

1.0.

Product Overview, and Current Market Summary

2.0.

3.0.

4.0.

Square Consumer Products Limited, has started its journey in 2001 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. Strong
commitment to quality, adoption of advanced technology, stress on human resource
development, focus on continuous improvement and introduction of new products
for the growing markets have given the company a decisive position in the industry.
Recently the company achieved ISO 22000 for its food safety management system.
Square Consumer Products Limited 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, edible oil
and dairy. On the other hand, Ruchi is providing ready-to-eat snacks like Chanachur,
Fried Dal, Banana Chips, 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.
The company assures to meet the increasing demand for quality products both at
home and abroad. The products with international standards are being exported to
more than 22 countries. Dedication to quality, innovative products, customer
service and reasonable price has given the company a unique position in the food
market.
In this respective study, we will discuss the marketing strategy of one the popular
brands, Ruchi Munching, of Square Consumer Products Limited.
1.1.

Product Description

Square Consumer Products introduced Ruchi Munching in July of 2001 in

the market. Products at the time of launching was Ruchi Chanachur
(Regular). Within a very short span of time Ruchi took its place with the
proposition of healthy choice to the taste seekers consumers of all ages
who had possessed a demand for healthy snacks while ensuring the taste
of modern snacks. Dedication to health & hygiene production process with
mouthwatering innovative products Ruchi cut a unique emerging brand
position in the market.
1.2.

Products of Ruchi Munching

1.2.1. Chanachur (Hot)
Besides the essential ingredients and their good tastes, Ruchi
Chanachur (hot) has a shocking hot flavor that breaks through

all the boring tastes and times. It is a really unique taste to

invoke an amazing excitement and fondness.
Available pack sizes: 40g, 75g, 85g, 150g, 170g & 350g

1.2.2. Chanachur (Regular)

Ruchi Chanachur is packed with spicy punch of green peas which
you will enjoy in every bite. Produced hygienically and added
with extra green peas make Ruchi Chanachur tastier, healthier.
Available pack sizes: 40g, 85g, 170g & 350g

1.2.3. Chanachur (Barbecue)

The Barbeque flavored Chanachur is the latest extension in
Ruchis chanachur line. And, this is in fact the first ever
Barbecue-flavored Chanachur in Bangladesh. Its smoky grilled
flavor is unique and even more distinctive. Ruchi Chanachur
(Barbeque) is crispier, crunchier and smarter, with which,
gossiping & leisure can be enjoyed far better.
Available pack sizes: 40g, 75g, 85g, 150g, 170g & 350g

1.2.4. Fried Dal

Always crispy, Ruchi Fried Dal is produced from selected green
gram (mung dal) to give you the traditional taste of local

munchies. The amazing taste of Ruchi Fried Dal will keep you
coming back for more after your first trial.
Available pack size: 30g

1.2.5. Jhuribhaja
The crispy and crunchy taste of Ruchi Jhuribhaja will never fail to
satisfy your taste buds. Made from fully automated machinery
and under the strict supervision of quality controllers, Ruchi
Jhuribhaja is one of the best tasting snacks you will ever have.
Available pack size: 30g

1.2.6. Peanut
Peanut is the first ever baked peanut in Bangladesh. Those who
want to enjoy healthy snacks with oil free peanut taste, Ruchi is
their first choice. Oil free baking process enhanced the healthy
taste of modern lifestyle.
Available pack size: 35g

1.2.7. Banana Chips

Made from fresh green bananas, Ruchi Banana Chips is one of
the newest additions to Ruchi's product line. Devoid of artificial
ingredients and preservatives, Ruchi Banana Chips has an

amazing hot & sweet taste besides all the nutrients of iron,
protein etc.
Available pack size: 20g

1.2.8. Puffed Rice

Puffed rice is one of the most familiar food items you can find in
households of Bangladesh. Enriched with protein, iron and other
nutrients, Ruchi Puffed Rice is free from any contamination.
Ruchi Puffed Rice is packed in moisture-proof pack, so it remains
fresh, crispy and tasty for a long time.
Available pack sizes: 250g & 500g

1.2.9. Puffed Brown Rice

Now the traditional puffed brown rice is not a memory of the
history, as RUCHI has introduced Puffed Brown Rice, which is
free from Urea. Packed in attractive pouch provides consumers
the traditional native taste of puffed rice.
Available pack sizes: 250 gm pouch packs.

1.3.

Current Market Summary

Competitor
Ruchi

Market Share
(%)
55%

Pran

25%

ACI Pure

10%

Tiger

3%

1.4.

Strengths

Weakness

SQUARE has the

reputation in
producing hygienic
and superior
quality products.
Established itself
as household
brand. Strong
distribution
network. More
than 250 products.
Separate sales
force.
ACI Pure Atta,
Moida and Suzi is
a household name.
The brand value of
ACI is positive
among the
consumers.
Popular in the
Sylhet Region.
Strong distribution
in Sylhet.

Some consumers
perceive our
products to be of
high price.
Considered as
cheap products,
Made headlines for
adulteration.

Limited presence
in the media, lack
of awareness in
the mind of
consumers.

Lack of national
availability,
Consumer cannot
recall the brand,
Established itself
as a regional
brand, No
presence in any
communication.

Distribution
1.4.1.National Presence
Ruchi Munching is 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 the
products throughout the country.
1.4.2.Global Presence
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, North
America, Africa, Middle East and East Asia.

2.0.

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.
SWOT Analysis of Ruchi Munching
2.1. Strength
Coming from the house of SQUARE.
SQUARE has the reputation in producing hygienic and superior quality
products.
Ruchi Munching has established itself as a household name.
Strong brand presence in the mind of the consumers.
2.2. Weakness
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.
2.3. Opportunities
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.
2.4. Threats
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.

3.0.

Objectives and Issues

3.1.

3.2.

Company Objectives
To continue to provide the very best of what the consumer wants.
To explore new segments of market and to cater to it.
To continue to assure intrinsic quality of hygienic food products
To enhance consumers' standard of food habit
To ensure that the products are available at consumers' doorsteps
To enhance the strength and skill of the organization that will
contribute to company's increasing growth both in domestic and
global markets.
Financial Objectives

4.0.

Earn an annual rate of return on investment of 20% after taxes over

the next five years.
Produce net profits of Tk. 114,92,000/= in this year with a target
profit margin of 10% of total sales.
Achieve first year total revenue of Tk. 114,92,000/= based on the
price of the products of different quantities.
3.3. Marketing Objective
Marketing objective must convert the financial objectives to
marketing objectives.
Set marketing plan to produce net profits of Tk. 114,92,000/= with
a target profit margin of 10% of total sales.
Marketing objective must make sure the market share is achieved
to maintain 20% annual rate of return on investments.
Plans focusing on consumer preference, brand awareness, supply
chain management, promotional strategies, and so on, must all set
certain goals to achieve this market share.
Ruchi Munching Strategy
4.1. Positioning of Product
Ruchi Munching ensures purity. In the year 2015, Ruchi want to maintain
this consistency of quality and deliver best quality spice to the consumer
to satisfy their need and want. Besides, basic chanachur 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 variants of munchings in the product
range, and that is of different flavor.
4.2. Pricing Strategy
In the year 2015, Ruchis objective is to maintain competitive and stable
price. Ruchi will not give competitors any scope to gain big price
advantage. They will also maintain the price at an acceptable range
compare to open munching products, since consumers tend to easily
compare the price with the open products, and tend to switch from
branded item to open. Ruchi will maintain the competitive price by taking
following steps.
Effective inventory management: To achieve our objective we will manage
our inventory effectively. Ruchi will collect maximum material during the
harvesting season when the prices are low. So when the prices of
materials are high, Ruchi can use up low priced materials to gain
advantage over competitors. Moreover, Ruchi will constantly monitor the
market scenario of materials throughout the year, and maintain inventory
of materials as accordingly.
4.3.

Distribution Strategy

Ruchi will follow the existing distribution strategy and network. Currently,
they are using separate distribution channels for retailers, different
institution, and bulk buyers like super shop, hospital, canteen etc.
To reach the above organization Ruchi have the following distribution
system:

Factory

Outlets/Institu
tes

Consumer

To reach all over the country Ruchi have the following distribution
system:

Factory

Distribut
or

Retailers

Consume
r

To meet the objective of 2015, Ruchi 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.
4.4. Promotional Strategy
Since there are few differentiating factors in the existing brands, Ruchi
have to use combination of rational and emotional strategy to
communicate with the consumers. So far, Ruchi have taken the position of
quality product and communicated with the consumers in the same line.
Ruchi already won the credibility of high quality product from the
consumers. Up to 2008, they have communicated the authentic taste of
exotic munching products, and its pure quality. In 2008, the
communication campaign 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, Ruchi have reenforced & further strengthen ongoing quality issue in spice consumption
by launching endorsement campaign. For 2010 to 2015, Ruchi
concentrated their promotional campaign on the uncompromising stand
regarding finding the best quality of snacks for family. In the year 2015,
Ruchi will concentrate on Ruchi Ready-to-Eat snacks as its primary
slogan, and marketing campaign.
Promotional Objectives:
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 Ruchi because Ruchi 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 Ruchi as household snacks, and attract

new consumer.
Create strong emotional bonding with Ruchi Munching, and make it
an obvious choice for consumer because Ruchi products ensure
purity, and deliver authentic taste.

Estimated Promotional Budget for 2015:

Estimated Budget Amount (Tk.)
95,253,000.005

Percentage Against Target of 2015

4.2%

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 Ruchi products in the year 2015. Two
TVC will be on Ruchi Chanachur and Ruchi Fried Dal each, and two on
whole range. One TVC on consumer promotion (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 2015.
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.

5.0.

Action Plan

Strategy
Strategic Use: ATL & BTL
Media

Key Media Type

TV Media

Radio Media

Print 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

Digital Media

Outdoor Media

Popular Web Portal Ad

Presence in the Social
Media
E-mail Marketing
SMS Marketing
Online Competition
Billboard
Wall Paint & Wall Hang
LCD-LED Advertisement
Bazaar Branding, Shop
Sign
Events, Activations, POS

Electronic Media:
Ruchi will prepare two new TVC for Ruchi Chanachur and Ruchi Fried Dal
separately, and promote these two products as category leader. In between,
Ruchi will make one TVC on the whole Ruchi Muching range to promote the
whole range. These TVC will communicate the message that Ruchi ensures
purity which will deliver you desired taste, and color from generation to
generation. Another new TVC will be made which will be on the hardship and
dedication from Square member to deliver the finest quality Ready-to-Eat
snacks 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 newspapers 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.
Outdoor
In 2015, Ruchi 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
2015 at Chittagong city; Ruchi will also renew the existing billboards, Passenger
sheds, Light boxes, Gondolas, Transit ad and Shop Signs.
CP program
Consumer Promotion (CP) program will run for two months from June15 to
July15. 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.
6.0.

Recommendations

There are good numbers of brands coming with the same proposition of good
quality, so Square Consumer Product Limited (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 Ruchi 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, and foreign tours and so on, 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.
SCPL need to increase the media presence to create new customer base and
remain in customer mind
To hold and create new customers of Ruchi Munching, SCPL should consider the
following:
Conducting frequent customer survey
Developing new user group
Launching new value adding products
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 is holding the maximum market share with Ruchi. 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

Ruchi is considered as the pioneer in introducing innovative products in the

industry. Ensuring tasty & quality snacks the products are marketed in attractive
packaging for attracting millions of taste seekers at home & abroad. Ruchi
always steps ahead from its competitor by offering tasty & healthy snacks. Ruchi
wins the heart of the youngsters for its remixed taste, innovative & ground
breaking products ranging from Chanachur, Fried Dal, Banana Chips, Jhuribhaja,
Coated Peanut, Chutney, Pickles, Honey & Sauces.
In the year of 2009 Ruchi introduces two new products in its munching range
Ruchi Muri & Ruchi Barbecue Chanachur. Moreover, Ruchi extended its new
category by introducing sauces in the market namely Ruchi Red Chilli Sauce &
Ruchi Tamarind Sauce.
The brand assures the increasing demand for quality products both home &
abroad. The products with international standards are being exported in more
than 25 countries around the globe. Dedication to quality, innovative products,

customer services and competitive price has given the brand a unique position
in the food market. So it can be said that Ruchi has created the branded Readyto-Eat snacks market. As consumers are shifting towards branded products, the
market size of Ruchi is increasing very fast.

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