ABOUT THE COMPANY

SQUARE today symbolizes a name – a state of mind.

But its journey to the growth and prosperity has been no bed of roses.
From the inception in 1958, it has today burgeoned into one of the top
line conglomerates in Bangladesh. Square Pharmaceuticals Ltd., the
flagship company, is holding the strong leadership position in the
pharmaceutical industry of Bangladesh since 1985 and is now on its
way to becoming a high performance global player.

SQUARE Pharmaceuticals Limited is the largest pharmaceutical company in Bangladesh

and it has been continuously in the 1st position among all national and multinational
companies since 1985. It was established in 1958 and converted into a public limited
company in 1991. The sales turnover of SPL was more than Taka 5 Billion (US$ 90
million) with about 15% market share (April 2003 – March 2004) having a growth rate of
about 16%.

CORPORATE LEVEL SRATEGY

VISION
We see business as a means to the wellbeing of the investors, employees and the society
at large, leading to accretion of wealth through financial and moral gains as a part of the
process of the human civilization.
MISSION
Our mission is to provide quality & innovative healthcare relief for
people, maintain stringently ethical standard in business operation also
ensuring benefit to the shareholders and other stakeholders.
OBJECTIVE
Our objectives are to conduct transparent business operations within the legal & social
frame work with aims to attain the mission reflected by our vision.

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Recently SQUARE have launched with a new company named-

HEALTH AND HYGIENE PRODUCTS LTD.

BRAND PROFILE (SQUARE)

SQUARE TEXTILES LTD.

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SQUARE first ventured into the textile sector with the establishment of the first unit of
the SQUARE Textile Ltd. In 1997. A year later the establishment of the second unit
followed. Today it has one of the most sophisticated vertically integrated set-ups in the
country. SQUARE Group’s ventures in the textile arena are: SQUARE Textiles Limited,
SQUARE Spinnings Limited, SQUARE Knit Fabrics Limited and SQUARE Fashions
Limited.

SQUARE TOILETRIES LTD.

SQUARE Toiletries Ltd. Started its journey in 1988 with a single product as a separate
division of SQUARE Pharmaceuticals. In 1994, SQUARE Toiletries Ltd. Becomes a
Private Limited Company. At present, STL is the country’s leading manufacturer of
international quality cosmetics and toiletries with over 50 products.
Currently, STL is Carrying out its production in its two automated plants at Rupsi and
Pabna. Depending on the nature of products, formulation and packaging, STL has
product specific machinery. STL uses raw materials from the world renowned suppliers
like Dragoco, Firmeuich etc. STL always performs international standard production
process which follows the Good Manufacturing Practice (GMP).

SQUARE CONSUMER PRODUCTS LTD.

In 2001, SQUARE Consumer Products Ltd started its operation as an individual
company. Within a very short span of time SCPL has drawn the attention of the
consumers by providing quality products and preferred services.

SQUARE INFORMATIX LTD.

The vacuum in the quality data connectivity within distributed offices for online systems
inspired SQUARE to diversify into the information and communication technology (ICT)

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sector. SQUARE InformatiX Ltd. Pioneered and commissioned the first of its kind VSAT
Control Center with capacity to control 16,000 VSATs at Gazipur to provide the most
secured, reliable and cost effective data communication within and outside the country.

Apart from the communication solution, SQUARE InformatiX Ltd. Also have long
experiences in providing complex network solution, deployment of integrated Enterprise
Resource Planning system and provider of Corporate Internet Services.
Microserve Ltd., a subsidiary of SQUARE InformatiX Ltd., was chosen by Microsoft
Corporation as the sole Market Development Partner for Bangladesh for all Microsoft
products.

SQUARE AGRO DEVELOPMENT AND PROCESSING LTD.

SQUARE has setup a plant tissue culture laboratory to develop

agricultural/agro processing sector in the country and is committed to
bring improved quality planting materials and year round production
through AgriBiotech. The major activities of AgriBiotech is to provide
disease free, stress free, high yielding seed & seedlings such as potato,
banana, ginger, turmeric and some flowers including varieties of
orchids to the farmer & nurserymen to solve quality seed problems in
this agro based country.
Well equipped around 4000 square feet tissue culture laboratory is situated at Uttara, a
convenient location, having careful designing and planning, facilitated to produce
10,00000 seedlings per year. The other activities of this project will be of research and
development in the field of Biotechnology to protect some of endangered medicinal plant
and to bring some new as cane, rattan, bamboo which is almost extinct in the country.

SQUARE HOSPITALS LTD.

The hospital is nearing completion at a cost of over US$ 40 million and is scheduled to
go into operation in mid 2006.
Focused to provide International standard healthcare services at an affordable price
SQUARE Hospitals Ltd. Is a multi-disciplinary hospital with specialty in Cancer, Cardiac
and Pediatrics. One stop state of the art Diagnostic Services will be it’s another major
service. The hospital will be exclusively managed by Bumrungrad Hospital International
of Thailand, only US accredited hospital in Asia.

The 300-bed hospital is located in the city center. 1200 patients can be served per day by
its out patient department through its 60 exam room. Housed in an 18 storied building

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covering 40,000 sq. meters the facility can also accommodate 200 cars in its 3 basement
parking areas.

SQUARE HERBAL & AYURVEDICS LTD.

SQUARE is the leading Pharmaceuticals of the country. SQUARE is dedicated to

advance technology and the pioneer in introducing innovative ideas.

SQUARE HERBAL & AYURVEDICS LTD. – an endeavor of SQUARE Group

that has been evolved to ensure the availability of modern Herbal
Medicines to the people of this country. To ensure modern Herbal
Medicines, the company is-

─ dealing with the products of natural sources that have

scientific data to prove their clinical indications and efficacy.
─ operating a GMP compliant manufacturing plant and quality
assurance that are in line with the practices of developed
world.
─ sourcing raw materials from the renowned suppliers only.
─ ensuring the products having quality assurance
commensurate to SQUARE’s quality policy.
─ involving highly qualified, skilled and well trained personnel

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 in manufacturing, marketing, sales and distribution.

BUSINESS LEVEL SRATEGY

SQUARE is a remarkable brand name not only in Bangladesh but also in greater south
Asia. The company started its journey with the pharmaceuticals business. While
surveying the pharmaceuticals business we have found so many criteria that the company
has established to build a strong brand like SQUARE. Now we will find out all those
criteria that help them to establish SQUARE.

NAMING PROCEDURE

Square pharmaceuticals ltd. Has a standard and a vast array of naming procedure
although they does not always search for meaningfulness to their brand name.. These are
as follows:

First they inform their internal employees through their own website to suggest a brand
name.
Then they select 20-30 brand names on a screen basis among the given names for their
new product.
Then they submit all the selected names to their chairman.
The chairmen then select 5-10 names and call those people to describe the reason for
choosing this name.
After a long discussion the chairman may select the brand name among the selected ones
or he may propose another name made by Him.
Last of all, the chairman decides what will be the brand name.

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A brand has some common or basic elements. Through our survey we have tried to find
out all those factors that the company is maintaining.

URLs (Uniform Resorce Locators)

URLs are used to specify locations of pages on the Web. SQUARE has established their
own server and they have different websites for their different business concerns.
Web Address: www.squarepharma.com .bd

LOGOS AND SYMBOLS

In terms of brand awareness visual brand elements often play a critical role in building
brand equity. Square Pharmaceuticals has its own logo and symbol. All the products of
the company are using the same logo and symbol.

CHARACTERS

Characters represent a special type of brand symbol-one that takes of human or real life
characteristics. Each of the products or brand of Square Pharmaceuticals has its own and
separate characters.

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SLOGANS

Slogans are short phrases that communicate descriptive or persuasive information about
the brand. Square Pharmaceuticals has its own company slogans as well as almost each
and every product has its own slogans.

JINGLE

As for government regulatory constraint NO PHARMACUTICALS industry can

advertise their product. Jingle basically used in mass advertisement media such as: TV
media. Thus there is no way to create any jingle here.

PACKAGING

As A Pharmaceuticals industry Square has to use variety of packaging like, HDP

container, bottle, pet bottle, blister, sachets, foil packs etc. For packaging Square
considers some major factors, such as:

Cost Effectiveness
Attractiveness
Environment friendly
Product friendly

The package design sometimes depends on product feature, such as: if the package is
transparent then the sunlight may enter to the package and spoil it.

USE OF MARKETING MIX TOOLS

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To promote the brand SQUARE has a great number of distribution channels. As the
pharmaceuticals industry cannot use the mass media for their product advertisement they
only use personal selling for their selling purpose. The uses of marketing mix tools are
applied by the company are as follows:

PRODUCT
SQUARE PHARMACEUTICALS LTD. Has a wide number of product arrey. They
maintain the quality first and then make the design. By evaluating product features they
develop the package design. As for example, there are some products which cannot be
packaged transparent. Because, if the package is transparent then the sunlight may enter
into the package and spoil it.

PRICE
The company follows two criteria for the pricing of their product. these are-
Market skimming price (for innovative product)
Competitive price
They have no credit terms facility for the retailers or wholesalers. All the transactions are
cash in demand based. But they have a discount policy. Such as,
-for wholesalers they offer 3% discount
-for retailers they offer 5% discount

PLACE
They have a large number of channel members to distribute their product. They have two
main production unit located at Dhaka and Pabna through which they can distribute their
product all over the country. They have well equipped own inventory system. They use
the FIFO system while inventory the product. They have also own transportation system.

PROMOTION
As there is a government restriction they can not apply any promotional activities. They
sell their product only by personal selling. They council with the doctors by their Medical
Promotion Officer to introduce their5 product. The doctors are also provided allowance
for suggesting their product. They provide product literature, brochure, calendar, pad,
card, gift item etc for the retailers as well as for the doctors.

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COMPANY/COMPETITORS SURVEY (SAMPLE)

COMPANY NAME:

ADDRESS:

TO WHOM SURVEYED:

DESIGNATION:

1. How many products do you have?

a) 2 b)3 c)4 d)5 d)If more please specify……

2. Each of the products have separate brand name?

a)Yes b)No c)Most of the d)Under one brand name e)Under company name

3. Each of the products has separate logos?

a)Yes b)No c)Most of the d)Under one logo e)Under company logo

4. Each of the products has separate websites?

a)Yes b)No c)Most of the d) Under company website e) No website available

5. Each of the products has separate brand characters?

a)Yes b)No c)Most of the d)Under one brand character e)Under company name

6. Each of the products has separate slogans?

a)Yes b)No c)Most of the d)Under one slogan e)Under company slogan

7. Did you advertised for each of the products?

a)Yes b)No c)Most of the d)Under one advertisement e)Under company advertisement

8. Each of the products has separate jingles?

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a)Yes b)No c)Most of the d)Under one jingle e)Under company jingle
9. What type of packages has used?
a)plastic coated b)bottle c)glass container d)paper coated e)all the above

10. Ingredients/features displayed in all the packages?

a) Yes b) No c) Most of the
11. Batch no.,mfg.date, date before use displayed in all the packages?
a) Yes b) No c) Most of the

12. All the packages up to date time to time?

a) Yes b) No c) Most of the cases

13. What brand elements you think strengthen your brand equity?
a)Name b)Package c)Logos &Symbols d)Slogans e)Jingles f)All the above

14. Do you consider meaningfulness in all of your brand elements?

a) Yes b) No c) Most of the cases d)Not necessary e)If needed

15. Do you consider likeability in all of your brand elements?

a) Yes b) No c) Most of the cases d)Not necessary e)If needed

16. Do you consider transferability in all of your brand elements?

a) Yes b) No c) Most of the cases d)Not necessary e)If needed

17. Do you consider adaptability in all of your brand elements?

a) Yes b) No c) Most of the cases d)Not necessary e)If needed

18. Do you consider protectability in all of your brand elements?

a) Yes b) No c) Most of the cases d)Not necessary e)If needed

COMPETITOR ANALYSIS-1

COMPANY NAME: The ACME Laboratories Ltd.

ADDRESS: Dhaka, Bangladesh
NAME (Co. Representative):Mr. Snehashis Roy
DESIGNATION: Product Officer

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ACME is a renowned and most dynamic pharmaceuticals company in Bangladesh. The
history of ACME laboratories Ltd. Dates back to 1954 when a proprietorship firm was
conceived to manufacture ethical drugs. It started with the modest introduction of a few
oral liquid products. Late Hamidur Rahman Sinha was the founder of the firm had been
the main visionary of the organization since its inception until his sad demise in
February, 1994. Their holistic approach or company slogans are to ensure Health. Vigor
and Happiness.

While surveying the company we have found almost the same criteria they are using to
build a brand. Although they have similarities with the SQUARE pharmaceuticals ltd. in
the brand building procedure, they have some dissimilarities also.

Their naming procedure differs from the SQUARE pharmaceuticals ltd. As they are
producing more than thirty products each year they do not pay much attention in making
a brand name.

They have almost thirty product executives and they provide different names when
needed to create a brand name.

Then they submit all the names to the directors

After then the directors may choose one name from the listed name or he can give a new
name for the required brand.

Besides naming procedures all the other brand elements are almost same among the
pharmaceutical industry. Such as:

They have separate uniform resource locators, such as: www.acmeglobal.com.

Each and every products are using one logo and symbol which is known as uniform logo
created by the company.

Almost all the product/brand has separate brand characters. Such as:
Topium (generic name: Tiotropium)
-character: Breath easier all day, every day

Each and every product has different brand slogans. Such as:
Topium-Living with new hope…
Carvipress-Shows the way

As a government rule there will be no advertisement for any pharmaceuticals products.

Packaging depends on the product feature and attributes. They do not pay much attention
to develop new packaging.

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They prefer funny and interesting name for their product. They prefer also, the name
name should be-
-Small
-Eye-catching and
-Easy to remember.

All the products brand name is protected by registering the name so that none can copy or
slight change of the name.

In the past they preffered transferability of their brand name but recently they have
stopped for not using this criteria.

Almost all the brand names are flexible in nature for which they can change or modify
their brand name for a given market position.

These are the findings of The Acme Laboratories Ltd. As a promising pharmaceutical
business they also believes in customer satisfaction as their own satisfaction.
COMPETITOR ANALYSIS-2

COMPANY NAME: Popular Pharmaceuticals limited

ADDRESS: H#25, Road#2, Dhanmondi, Dhaka
NAME (Co. Representative): Mr. Sukumar Bepary
DESIGNATION: Product Manager

Popular is an up growing pharmaceutical industry in Bangladesh. While surveying the

company we have found almost the same criteria they are using to build a brand. As they
are producing very little amount of products they are not much aware of their brand
building criteria. Now we will se at a glance about the company’s brand profile.

They have produced greater than 30 products from the establishment of their company.
So as a little in amount they pay much attention while making a brand name.

They have no Uniform Resource Locators or any websites.

Each and every product are using one logo and symbol which is known as uniform logo
created by the company.

Almost all the product/brand has separate brand characters.

Each and every product has different brand slogans. Their company slogan is: WE CARE
FOR LIFE

As a government rule there will be no advertisement for any pharmaceuticals products.

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Packaging depends on the product feature and attributes. They do not pay much attention
to develop new packaging.

They prefer funny and interesting name for their product.

All the products brand name is protected by registering the name so that none can copy or
slight change of the name.

Most of the cases they prefer transferability of their brand name to all other category of
products.

Almost all the brand names are flexible in nature for which they can change or modify
their brand name for a given market position.

These are the findings of Popular Pharmaceuticals Ltd. As a up growing pharmaceutical

business they also believe in customer satisfaction as their own satisfaction.

CONSUMER SURVEY (SAMPLE)

NAME:

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AGE:
OCCUPATION:

1. Which brand you feel better for medicine?

a) Square b)Acme c) Aventies d) Beximco e) ACI

2. How do you come to know about this brand?

a) By advertisement b) By word of mouth c) Company glamour d) By Websites

3. What element attracts you first for choosing a product?

a) Name b) Packages c) Advertisement d) Logos & symbols e)All the above

4. If not prescribed which element you consider first to chose a brand?

a) Name b) Packages c) Advertisement d) Logos & symbols e)
Characters/slogans

5. Do you search always for the meaningfulness of a brand name?

a) Yes b) No c) Not necessary d) N/A

6. Will you agree if the brand name is transferred to another category of product by the
company?
a) Agree b) Strongly Agree c) N/A d) Disagree e) Strongly Disagree

7. Which brand you can recall earlier?

The brand which has-
a) Strong appeal by its name b) Jingle based advertisement
c) Attractive package d) Familiar logos/Symbols e) All the above

CONSUMER ANALYSIS

By the consumer survey we have tried to find what the consumers want to see in brand.
We have also tried to find out what features attracts a customer for choosing a brand and
what things should be attached to make a brand successful. We know that a brand name
has a great power to build customer awareness but behind this the company should also
provide the necessary steps such as packaging, advertising, developing websites, distinct
and creative brand slogans, characters to initiate the brand. We have shown here the
percentage of consumer awareness by which they can choose a brand from the other
competitors.

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PROBLEMS

As a renowned company SQUARE PHARMACEUTICALS LTD. has been established a

world standard format of branding. We have not found any sort of mismatching with
their brand identification. But while surveying the company we have faced some
problems that we placed below-

Lack of adequate information

Restriction of using Internet
We could not survey more widely
We have no experience for preparing report as we are in learning position
Unwilling to give company’s sophisticate information
Consumer and company had not willing to give us enough time for survey
COMMENTS ON THE REPORT

While preparing the whole report we have identified that all the elements regarding the
brands have somewhat similar and differential advantage. After producing a product it is
very necessary to research for the establishment of the product. A strong and powerful
brand can initiate the product as well as the company to earn enormous profit and market
growth.

A well established brand should have a unique, distinctive name with its persuasive
nature. It should be memorable but it need not meaningful always. The name should be
funny and interesting by which a consumer can adopt easily with the brand. If the name
can be transferable to another category of product, it will be more cost effective for the
company. The name should be protected by the law and it should be registered.

An URL (Uniform Resource Locators) also creates a differential effect to the consumers
as well as the distributors. A company also gains a competitive advantage if it has a eye
catching and attractive logos and symbols. It will create a memorable imagery towards
the consumers. Character is also create the identification of a product. A persuasive
slogan can increase the market share of the company as well as its reputation. Last of all
the most critical and innovative decision should be made for product packaging. It is the
most important element that attracts a customer rapidly and influence him to buy
repeatedly.

AT LAST

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Now a days SQUARE is very much established and most renowned company in
Bangladesh. It has created a positive differential effect in consumer mind through its
product quality and in this way they are building strong brand equity. The company was
started with pharmaceuticals business. But at present they are the leading pharmaceutical
firm in South-East Asia. Because of its strong brand equity it has extended its business in
many different sectors like toiletries, consumers, fashion and at last in hospital business.
These brands are also becomes the market leader in their respective field.

REFERENCE

www.squaregroup-bd.com
www.squarepharma.com.bd
Strategic Brand Management, by-Kevin Lane Keller
Literature provided by the company
Brochure provided by the company

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