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.