ANALYSIS OF MARKET PROSPECT TO

INTERNATIONALIZE A PRODUCT OF
BANGLADESH

Letter of Transmittal
12th October 2015

Md Arifur Rahman
Asst. professor
Faculty of Business Studies
Bangladesh University of Professionals

Subject: For the acceptance of the Term Paper Report.

Dear Sir,
It gives me immense pleasure that we are undergoing the undergraduate degree in Faculty of Business
Study (FBS), Bangladesh University of Professionals (BUP). We were needed to compose a term paper
report that is on Internationalizing a Bangladeshi Product: Sun Chips.

Via this application we would like to submit our term paper report with its associated details. We have
put our best efforts to apply all the theoretical concepts of different research methodology in real life
situation. The detailed report has been attached along with this letter.

I hope with great excitement that you will like and accept our report, humbly looking forward to your cooperation.
Sincerely,
1.
2.
3.
4.
5.

Rahnuma Firdaus (ID:1304081)

Sahira Zaheen (ID:1304067)
Sanjia Khan Sivan (ID:1304087)
Labiba Mahmood (ID:1304105)
Sumana Afrin (ID:1304053)

Acknowledgement
We would like to thank our honorable sir Assistant Professor Md Arifur Rahman, for his keen efforts and
invaluable guidance which helped us to understand how to properly and efficiently conduct research in
any field necessary, especially in the field of business as well as its different implementation and impact
on organizations and say to day life of the general population which facilitated the successful completion
of this report.

We would like to thank also MD. Mushfiq Alam Mallik the brand manager of Square Toiletries LTD and
the respondents of the customer survey for giving their time to fill up the questionnaire and help us
prepare the project.

Executive Summary
Square Toiletries Limited (STL) is the leading Bangladeshi manufacturer of toiletries and cosmetics
products operating with over 50 international quality products. STL started its challenging journey with
branded coconut oil under the brand Jui in 1988.
Currently STL, is operating with the trust of Bangladeshi consumers with 16 famous brands.
STL manufactures and markets a wide array of consumer toiletries products ranging from Hair Oils,
Toilet Soaps, Baby Care, Dental Care, Shaving products, Fabric Care, summer to winter products. The
company also markets Feminine Hygiene products and mosquito repellent manufactured by its sister
concern, Health Products Limited (HPL) and Square Pharmaceuticals Ltd (SPL) respectively. In a very
short time Meril, Jui, Kool, Senora, Chaka, White Plus, Xpel and Magic have become most familiar
brands to consumers
Production of STL products is carried out at its two automated plants in Rupshi and Pabna. While the
Toilet Soaps and Feminine Hygiene products are manufactured at Rupshi, all other products are
manufactured in the Pabna Factory. The Best quality raw materials from world renowned suppliers like
Dragoco, Firmenich, Givadaun, Clariant, Cognis, ISS etc. give an added value to the STLs product
quality.
STL always adopts international standard production processes by following the Good Manufacturing
Practice (GMP). As part of its corporate social responsibility STL stands behind the acid victims, works
with ICDDRB & Obstetrical and Gynecological Society of Bangladesh (OGSB) for reducing post-partum
hemorrhage and also have engaged itself in other welfare activities. STL also stands behind the
development of sports and culture in Bangladesh.
Some steps needs to be cover before internationalizing any product in a new market. This steps include
market survey, consumer behavior, a pilot launch of the product, recording their response, research and
development etc.
SWOT analysis helps surveying the business and determining how it is performing and how to improve
on different sectors. PEST determines some of the macro factors that also influence the industry and the
business.
There are also some barriers to execute the plans. Parachute already have a brand loyalty and a stagnant
market share. Threats of local market products will also create problem.
Cultural barrier will not be a big problem as coconut oil is allowed to be touched and applied in all
religion and casts.
JUI coconut oil can have a wide market around the world. The main competitor is parachute but it costs a
lot more than JUI. Pricing strategy helps it compare with these brands. They maintain a good quality and
make a good result than any other international brand products.
Promotions will spread the word around and there is no better promotion than word of mouth. Happy and
satisfied customers will help JUI grow a steady market around the world. So following so basic principles
internationalizing of JUI coconut oil can be done and it will prove to be feasible.

SQUARE TOILETRIES LIMITED

Background Of The Study:

Over the years we have seen a lot of foreign companies coming to Bangladesh to establish their
business in order to become the corporate giant here. Now this is a lengthy process of course.
They do their research and set up their business at the right time. Eventually they manage to
attract their target customers with ease. The Bangladeshi people tend to put their faith in those
foreign products more than the local products.. Sadly the same thing doesnt happen the other
way around. Bangladeshi companies do not achieve the same success doing business in foreign
countries like foreign companies do in Bangladesh. In this report, we plan out the
internationalization of a local product. The company we chose for this assignment is Square
Toiletries LTD and our product is JUI COCONUT OIL.

Chosen Company and Rationale:

The topic of our term paper was Internationalizing a local product. After much thinking, we
chose a product which is widely used by the people of every age, and which is also very popular
abroad as our main objective is to internationalize the product. Now the question of competition
obviously arises. But we will try our best to make you understand why the people will buy our
product even in abroad.
Our chosen company: Square Toiletries LTD
Furthermore, this is a company that has expanded a lot over the years and also doing business
with other countries. It is a Bangladesh based company. So it is a big challenge but an
experienced one for us to make such a company to go international.

COMPANY OVERVIEW
Square Toiletries Ltd. was founded by Anjan Chowdhury Pintu in 1994. It is one of the largest
and leading FMCG company in Bangladesh with a turnover of USD 75 million. The company is
marketing 20 Brands in different segments like health & hygiene, oral care, hair care, fabric care
etc. Major Brands of the company are Jui, Chaka, Senora, Magic, Meril Protective Care & Meril
Baby. Square is also exporting its finished products to 13 countries- UAE, Germany, UK,
Australia, Malaysia etc. Square toiletries limited (STL) started in 1988 as a division and of
SUARE Group.
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 is a Bangladeshi industrial conglomerate.

The industries under this group include Textiles, Pharmaceuticals, Toiletries, Consumer products.
Services provided by SQUARE include Health care (Hospitals), Information and
Communication Technology. Square toiletries limited (STL) started in 1988 as a division and
ISO: 9001 certified company. In 1994 square toiletries limited began its journey as a private
limited company. Now STL is the countrys leading manufacturer of international quality
cosmetics and toiletries products. At present, STL is the country's leading manufacturer of
international quality cosmetics and toiletries with 20 brands and more than 55 products covering
a wide range of categories like skin care, hair care, oral care, baby care, fabric care, scourers,
male grooming and OTC. Currently STL is employing over 2,000 employees ensuring their
consistent welfare and security. Due to its sociable working environment and highly motivated
employee, STL is enjoying one of the lowest employee turnover rates. STL emphasizes on equal
employment opportunity resulting in 38% women employees. Besides, STL also provides
employment opportunity to physically challenges persons. Besides core business functions STL
has long been taking active part in different activities like employment generation program for
vulnerable community, financial aid to disadvantaged and natural disaster affected people,
helping acid victims, tree plantation, creating mass awareness on health and hygiene issues,
supporting in education and various local community programs and many more. Square
Toiletries Ltd. symbolizes innovation. 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. Square Toiletries Limited (STL) launched its operations
with Jui Coconut Oil, which virtually pioneered the branded Pure Coconut Oil market in the
country. Today, STL has over 42 product lines and an annual sales exceeding 2.00 billion taka
and has now become one of the leading local toiletries companies in Bangladesh. STL
manufactures and markets a wide array of consumer toiletries products ranging from Hair Oils,
Toilet Soaps, Fabric Care to Winter Care and Summer Products, Baby Care, Dental Care and
Shaving products, among others. The company also markets Feminine Hygiene products
manufactured by its sister concern, Health Products Limited (HPL). STL is now one of the
largest toiletries manufacturers and marketers in the country, and with popular brands such as Jui,
Meril, Kool and Chaka, it operates successfully as a major player in this competitive marketplace.

AS UNIQUE AS YOU:
We belong to a unique nationality. In our every footstep - from our inimitable history of cultural
heritage to our love for mother dialect to our glorious freedom fight to our beautiful flora and
fauna we are only one of its classes. This unmatchable feature of us is also acutely rooted to
every one of us in our individual affinity, enthusiasm, needs, dreams and hopes. At STL we
believe in the importance of uniqueness both at individual and national level. Being a part of the
most admired local conglomerate of Bangladesh - Square Group, we have gained the expertise
and upheld somber eagerness in fulfilling your expectations with our quality product ranges
through utmost sincerity. We consider you as unique in terms of your needs, and to satisfy that
we have pooled a unique team of dedicated employee and stakeholder. Only for you we are
restlessly striving to be "as unique as you".

Vision:
We 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:
Addressing the unique needs, we endeavor for top quality products at the least cost reaching
homes of all people in the country.
With continuous R&D and innovation we strive to make our products complying with
international standards in order to provide top-notch brands to our consumers both domestic and
international.
To fulfill our responsibility to the Government through payment of entire range of due taxes,
duties, and claim to various public agencies. And as responsible citizens, we make every effort
for a social order devoid of malpractices, anti-environmental behaviors, unethical and corruptive
dealings.
We strive for best compensation to all the employees who are the back-bone of the company
through a pay-package composing salary/wages, allowances, bonus, profit participation, leave
salary and superannuation & retirement benefits.
To be socially responsible to the citizens of Bangladesh by initiating activations conforming to
social and cultural benefits.

STL Obligations:
Social Obligations to offer top quality health care products at the least cost reaching the lowest
rungs of the economic class of people in the country. Obligations to all the employees through a
pay-package composing salary/wages, allowances, bonuses, profit participation, leave/salary and
retirement benefits. Obligations to customers who buy our products & services by redeeming
their claim in time by making prompt payment and by distributing proper products on due dates.
Obligations to the Government through payment of entire range of due taxes, duties, and claim to
various public agencies like municipalities etc. Values and Principles Well being of consumer,
employee and society are the three foundation pillars of the values and principles of Square
Toiletries Ltd. Square Toiletries Ltd. believes that it is their obligation to work for the welfare of
society. In spite of being a commercial organization STL doesn't always opt for profit, rather it
tries to be even more focused towards the fulfillment of its commitments to society and hence
has an intense sense of responsibility to its customer, its people and its society as a whole. From
the day to day business operation to quality policy, in every single activity of STL these core
values and principals are reflected.

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Quality Policy:
Dedicated to make every effort to understand consumer needs to provide maximum
satisfaction and to achieve market leadership.
Strive to continuously upgrade manufacturing technology and to maintain optimum level of
quality measures in conformity with the international standard ISO 9001: 2008.
Committed to achieve quality objective through continuous employee training and
maintaining congenial working environment.

Square Toiletries Ltd. is one of the few Bangladeshi companies that are successfully exporting
its products in foreign countries. Besides serving the people of Bangladesh, STL is exporting its
products in

United Kingdom

United Arab Emirate

Germany

South Africa

Australia

Bahrain

Malaysia

Qatar

Myanmar

Kuwait

India

Singapore

Bhutan

11

Brand List Of STL:

12

Toiletries Sector of Bangladesh:

Locally produced toiletries now play a significant role in a sector that has been dominated by
imports in the past. Most of the products in this sector are common consumer goods which have
a large demand in the domestic market. Imports of cosmetics and toiletries are targeted mostly to
the middle and high-end segments of the market. Most of the local customers are quite happy
with the domestic products as long as product performance is satisfactory and the price is
reasonable. While most of the manufacturers focus primarily on meeting the demands of the
local market, some firms have started exporting cosmetics and toiletries products from
Bangladesh. International brands play a dominant role in the upper-end market of Bangladesh,
where quality ranks above pricing among the factors affecting purchasing decisions. Most local
manufacturers are producing lower-priced toiletries and perfumes with their own brands, and
focus on the middle-to-low price market segments. The production figures of major toiletries
firms over a five-year period suggest that all the major firms have experienced steady growth.
Many domestic industries, long accustomed to tariff protection, are finding it difficult to adjust
with the changed competitive situation resulting from the reduction/removal of tariff and other
non-tariff barriers. Smuggled goods from neighboring countries through the long and porous
border are adding to the difficulties of domestic producers. Moreover, some firms think that the
trade liberalization have made them vulnerable to increasing competition with foreign firms.
Competition from domestic firms has also increased substantially. Although the toiletries
industry consists of a large number of firms,

Analyze The Product:

JUI COCONUT OIL
From the beginning of history, the beauty of woman's hair has been the inspiration for poets,
musicians and painters. Although times and hair fashions have changed, there is nothing more
attractive than shiny, silky layers of hair. Hair enhances overall attractiveness and thus can be
incorporated into romance.
The promotional sayings JUI say are- Would not you love to have a glowing head of hair that
will turn every man's head for a long admiring glance and freeze other women in their tracks
with envy? If you do, you need Jui. Now you can say goodbye to your dull hair forever and get
long, healthy, beautiful and romantic hair with Jui.
The type of care hair needs depends on the hair type and on its unique need. The skin and hair
type of Bangladeshi women is different from those in other places of the world. JUI is
Bangladeshi and it understands everyones unique need better than others do. For the last 20
years, Jui has been taking care of Bangladeshi women's hair with tenderness. Based on different
hair care needs, Jui has come up with two varieties of hair care: Jui Hair Care Oil and Jui
Coconut Oil.

13

Jui understands our culture, our tradition of long, healthy and shiny hair. Jui is always coming up
with new innovations to meet the individual and changing need of women always caring for
what people want and what they need.

Jui Coconut Oil:

Over the years, Jui Coconut Oil has become a standard for haircare to Bangladeshi women. Jui is
the best quality refined coconut oil that makes your hair naturally soft and healthy, which will in
turn get you the appreciation from your close ones appreciation that you truly deserve. For
convenience, Jui Coconut Oil is available in both Plastic and Tin containers.

Jui Hair Care oil

other hair oils for its purity, quality and fragrance. The combination of Vitamin A, E and F
strengthens hair roots, reduces hair loss and makes hair healthier. Only Jui realizes the need of
your hair and offers total care to the perfumed non-coconut oil users and brings romance in your
hair and life.

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Before the Launch (Research)

Research: After making the decision to launch jui it started by sending a cross-functional
team of eight individuals were sent across the country to research the snacking habits of the
Bangladeshi consumer. After travelling to 14 cities and speaking to more than 1,000 people, the
team came back with an insight that Bangladeshi consumer were looking for novelty and quality
in hair oil.
The team found that the Bangladeshi consumer like and prefer pure coconut oil. Based on this
information, the company decided not to bring any innovation in JUI coconut oil.

JUIs success in the market is backed by STLs strong distribution network, which allows it to
stock its products in shops that previously did not sell hair product. Additionally, STL provides
shopkeepers with plastic molded shelves that allow local vendors a convenient way to stock their
product, and the company benefits by increased visibility for its brand.
The packaging is very attractive with dominant variant color, crimp border color and a pictorial
view. This property of is very informative for consumer and a layman can also associate with it.
JUI has a unique musical sound that is loved by everyone. It is one of the properties that are
remembered by everyone and it is used to recall the brand by every age group.
With their state-of-the-art production facilities, most advanced equipment, and high quality raw
materials, they ensure the absolute best for the customers. Depending on the nature of products,
formulation, and packaging, STL has product specific machinery. 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. Each phase of the production
process undergoes rigorous testing to meet international standards, following the GMP (Good
Manufacturing Practice) of production.

15

Main Competitors:

Parachute
Castor oil
Dove hair oil

Comparison of Prices:
Product Price
JUI

Product Price
Parachute

Product Price
Dove hair oil

200ml-100tk

200ml-165tk

200ml-350tk

Major Strategies Adopted by STL For Jui:

1 Product Good quality and eye catchy packaging.
2. Price - Pricing Strategy
3. Place - Widespread availability at big and small retailers across the country.
JUI coconut oil positioned itself with its local and international quality. The segmentation was
mainly done on basis of the age of the people. The primary target for Jui is 15-30 year old people,
who are very much conscious about their look.

1. Packaging
STL has done the packaging such that the product attracts the buyer. Apart from it has also
launched packs with different quantity keeping in mind the specific consumer demand.

2. Price
When STL launched jui, its main challenge was to compete with the players who were already
there. To overcome this challenge, STL realized that they have to offer products at a price which
is either equal or less than what the competitors are offering. To do this, they planned to
capitalize by leveraging the strength of the groups other businesses. STLs printing and

16

packaging business provided high-quality, cost-effective, and innovative packaging. STL also
enjoyed cost advantages over its competitors owing to its electronic procurement system. This
helped STL to compete with the best.
Initial pricing of STL Jui is a direct frontal attack on Parachute with pricing. Now Parachute has
launched small packs of TK 10 each. It needs to be seen whether STL can leverage upon its huge
distribution network to counter this.

3. Place
STL has adopted a Market Challenger strategy with the launch of Jui! and has chosen a
combination of flank and frontal attack against the market leader Parachutes. The Company has
distributed more than 4 lakh large racks, to display the brand at all points of sale. The racks
created so much impact that even competitors like market leader Parachute introduced its own
version of racks.

Major Hurdles faced by STL:

Brand Loyalty of Parachute and international brands is posing threat to Jui

Stagnant Market Share
Unawareness of the variety of quantity introduces by Jui
Threats of international players.

Current Market:
Kerala:
Increased export enquiries for coconut oil especially from the US and Canada have revived some
hopes among the coconut oil traders in Kerala.
Sources in the market said that a leading coconut oil producing company has recently received
an export order for 30,000 tonnes from Canada
Philippine:
Coconut is very much available in Philippine. So market of coconut oil holds great potential. But
the processors have little knowledge of quality check and no experience.

17

Sri-Lanka:
For the availability of coconut oil Sri-Lanka has a potential market of coconut oil. The economy
of Sri-Lanka continues to increase.

Potential market:
United Kingdom:
The UK is home to a sizeable food industry, with fairly large demand for coconut oil. The
market for premium products such as fair trade, organic and virgin coconut oils in the UK is
growing, thus providing opportunities for value-added products as well.

Canada:
Canada is a potential market for coconut oil. Being a winter seasoned country hair get rough so
necessity of hair oil is really high. And Canada gives order to the countries producing hair oil.

Europe:
Coconut oil can be on trend in Europe. Sales can be boosted further by the success of the coconut
as skin and hair care.

United States:
Us is another potential market of coconut oil. It exports oil from manufacturing countries.

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Plans To Do:
Expertise areas:
Dandruff is the 2nd largest need in hair care, with 6 out of 10 men and 5 out of 10 women
suffering globally. Despite rapid growth of the qualitative research across key markets (China,
Brazil, Indonesia) found a key need remains unmet-Preventing dandruff coming back. So what
we can see here is the anti-dandruff products like All Clear, Head &Shoulder and etc are
unable to solve this problem for good.
Checkmate will therefore seek to meet the unmet need in preventing dandruff recurring, in so
doing upgrading JUI Coconut Oil the brand JTBD:
MEN Convince men coconut oil provides a superior solution to mens dandruff to get men to
buy JUI Coconut Oil.
WOMEN Convince women coconut oils superior dandruff efficacy makes JUI Coconut Oil
a better choice than their regular shampoo.

Action Plan:
After exposing the campaign idea, we will encourage women to play with their hair. We will
pick a name everyday & whoevers name it is gets a chance to play with their hair, compliments
of JUI Coconut Oil.
With this activity, we get women to give up their apprehensions about hair damage & give into
the impulse of trying new things with their hair. We will enable this by salon tie ups.
Finally, we will reward consumers with a promotional activity. We will give out a chance to
straighten or curl their hair according to their wish free with every coconut oil. This will
encourage women even more to play with their hair.

The proposition was thus developed to land this NEW insight as powerfully as possible:
MEN: Mens scalps are different / Made for Men
WOMEN: Nourishing and beauty cues
At the same time via JUI coconut oils scalp care discovery program we
insight. While current solutions focus on eliminating malassezia
NEW clinical evidence that the scalp barrier itself has a role to play in preventing dandruff
returning as clinical tests have shown if you nourish, replenish and strengthen the barrier you can
prevent dandruff returning for longer. This breakthrough new barrier (scalps natural protection
against dandruff) thus provides the opportunity to credibly deliver on consumers no 1 unmet
need of preventing dandruff returning in a way that is extremely new and differentiated and
(delivered via nourishing the scalp) also uniquely by JUI coconut oil possible while
leveraging key drivers of consumer appeal.

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WHY :
In foreign countries the top most problems that women face is the hair problem .
They work outside and use hair drier almost everyday before going to their workplace which
makes their hair rough and dull. Top MNCs are continuously researching and trying to develop
their shampoo and conditioner to meet the expectation level but it's a sad part that women all
over the world are not fully satisfied. By studying about the ingredients of shampoo it has been
discovered that no matter how much conditioning element they use in their formulas Citric Acid
is a must element in the shampoo which is used for making shiny hair but makes the hair rough a
bit. Same thing goes for conditioner as well. It is used for making smooth and silky hair but
made of chemicals which hampers the health of the hair in the long run.
That is where our countrys product JUI COCONUT OIL stands upright. Completely natural
product with no medicine an d chemicals added. Moreover strengthen the hair making it smooth,
silky and shiny as well.
Then again where women has to use shampoo and conditioner for their hair nourishment with a
big deal of price ,there they will get JUI COCONUT OIL at reasonable price with extra hair
care element wasting less time than before.

Key Goal:
Preventing dandruff coming back
And therefore having the confidence that dandruff wont return is even more important

HOW?
We did a research. Prepared a questionnaire which is shown below

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Questions regarding JUI

(Square Toiletries

COCONUT OIL
Limited)

1. Age group
Under 05
05-30
30-50
Above 50
2. Gender
Male
Female
3. Do you like applying oil?
Yes
No
Sometimes
4. Which kind of oil you apply?
Coconut oil
Castor oil
Almond oil
5. How frequently do you apply oil?
Everyday
Sometimes
Special occasions
Hardly
6. Do you like any international product?
Yes
No
7. Do you think your favorite international recognized hair product is compatible to JUI
COCONUT OIL?
Yes
No

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Factors (average score)

Quality
7% 3%

Packaging

10%

10%

13%

Country image

13%

8. If yes, what could be the reason behind

this?
9. What type of your favorite international
branded hair product would you like to
have in local oil?
10. What Price do you prefer to buy chips
with?

Brand Image

17%
10%
17%

Unknown
environment
Political factors
Taxation

80-100
100-150
Above 150
11. Do you think JUI COCONUT OIL can have
a good prospect in the international market?
Yes
No

12. If yes, why do you think that? If no, how can they do it?

For vendors:
13. What age group of customers do you mostly get?
Under 15
15-30
30-50
Above 50

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14. What Quantity of hair product do you keep in your inventory?

15. What are the internationally branded hair product you keep in your store?
DOVE HAIR OIL
PARECHUTE
CASTOR OIL
16. Which are the front shelf ?
PARACHUTE
DOVE HAIR OIL
JUI COCONUT OIL
CASTOR OIL
17. Do you get commission for keeping them in your front shelf?
Yes
No
18. What percentage of revenue comes from selling these?
19. How often do you buy new hair products?
Often
Sometimes
Never
Whenever there is a new product in the market
20. Which product gets sold the most?
21. In your opinion, which one is the best product in the market?
22. Why?

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Marketing & Promotion:

Campaign Strategy :
Women like more fancy things and specially when it comes to their look. So to reach them and
letting them know about JUI COCONUT OIL some glamorous marketing strategy has to be
taken. So our campaign strategy can be likeHair fall is the result of damage
Sun causes damage
5 signs of damage
Repairs 3 years damage in 1 wash
This is the functional strategy that every company use with hair products. We will be different
here catching every single womens attraction by sayingWe dont want to stop the damage because damage is a means to beautiful hair
Instead of creating anxiety or lecturing her about damage or telling her not to damage her hair
lets support her actions, take the worry out of damage through emotional support & functional
superiority. Encourage her to go forth and get the hair that she wants, the hair that she loves, so
that she can reach her beauty potential.
Our tagline will be WITH JUI, DAMAGE IS GOOD. So go ahead and. Play
Its good because

It takes the anxiety away

It makes her feel beautiful

It helps her achieve her beauty potential

It allows her to experiment freely

Enables her to express her personality

It allows her to be spontaneous

So we will market our product saying
Go play with your hair JUI will take care of your hair.

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Hair that looks beautiful on the outside could be damaged from the inside. Only JUI COCONUT
OIL helps to figure out the extent of damage and repairs it. Heat and chemical treatment make
hair beautiful from the outside, but damage it from the inside. Only this oil will give the freedom
to do keep doing the things they like with their hair. So they can straighten their hair , can curl,
can dye, can do anything with their hair. Hair will be damaged but JUI COCONUT Oil will take
care of it .

Since STL would be selling to the retailers who would stock the products in their stores, no
significant investment would be made on marketing activities. Our key promotional strategies
would be:

A fully updated and active website

The website would furnish all necessary information that STLs buyers would need about the
products, and access to placing orders online. The website would be continuously updated and
have a query section that is constantly monitored.

An export TVC

An export TVC would be made dictated by professionals, which would be uploaded on YouTube
and made viral. This commercial would also be played on CHANNELi and NTV, which are
telecasted worldwide, for a two-month period after exporting has begun.

Offers and Promotions in Special Occasions

Special occasions like Eid, Puja, Christmas, and World Cup etc. should be considered as an
opportunity for the consumer based companies. We can give away special gift boxes or scratch
card awards for the customers.

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Analytical Framework:
Swot analysis:
STRENGTH

WEAKNESS
Innovations like personal massager
where available in select cities and
limited quantities
Cost structure

Hair health benefits

High quality product
Parachute as a brand is positioned as a
coconut oil.
Strong management

Higher inflexibility regarding volume

OPPORTUNITY

THREAT

Can get into skin care by introducing

oils for application on the entire body
Can launch variants that have not only
coconut but also other natural
ingredients that benefit the hair. This
will help fight competition from brands
that are not made of coconut but other
ingredients like badam, amla, mustard
etc.
Can launch variants that make the head
feel cool and refreshed

Many players are entering the

Market

Substitute products ( DOVE hair oil)

Companies making oil of other variants
like rose petals.

Pest Analysis:
POLITICAL FACTORS

Government type and stability

Tax policy
Changes in the political environment
Levels of corruption

SOCIAL FACTORS
Population growth rate
Population health, education and social
mobility
Lifestyle changes

ECONOMIC FACTORS
Labor costs
Stage of business cycle
Likely changes in the economic
environment

TECHNOLOGICAL
FACTORS
Scope of research and development
activity
Impact of emerging technologies

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Recommendation:
To conduct broad scale market research about the prospects of Jui Hair Oil
among consumers in different countries where there is potential target
market.
To compare hair care products with Jui Hair Oil and analyze the
competitive edges separately
To create an even larger marketing mix
To develop a vast blueprint of strategies about the market launch of Jui Hair
Oil in Global market.
To decide the outsourcing strategies.
To understand and acutely analyze the financial projections on the basis of
strategies and targets made.
To modify the packaging , product constituents, labels, designs and publicity
formula based on different factors of the target market in the global
dynamics.
To properly analyze the risks and comply with only the calculated risk
factors related to the market feat.
To perfectly align the supply chain and demand forecast and ensure
inventory control.

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Conclusion:
On paper, global marketing is undoubtedly a great concept. The idea of leveraging a marketing
strategy across multiple markets seems to be nothing but beneficial. It saves effort and resources,
and ensures a high degree of consistency between all in-market branding and activities.
Marketing departments, particularly those in larger companies, seem to follow similar pendulum
movements. Sometimes central teams are set up to oversee all territories; at other times these
same teams are fragmented into regional or local components, each focusing on their specific
market(s).
Yet, there are ways to stabilise the pendulum in a happier middle position.
Global marketing can indeed work, drive synergies and economies of scale whilst preserving
specific local needs and cultural considerations.
However, as with most marketing approaches, the key to success is a balanced approach. Not all
marketing activities can or should be driven from the centre.
The era of internationalization has begun. International marketing (IM) or global
marketing refers to marketing carried out by companies overseas or across national borderlines.
In Bangladesh, One of the most trusted brands is Square. Square has offered Bangladeshis a safe
and faithful source of daily products over a time of almost 3 decades. And one of their widely
sold products yet gravely underrated and Never Before marketed abroad is none other than
JUI Coconut Oil and Jui Hair Care Oil.
So there can be ample debate on why and how the hair care products should be marketed, yet the
uniqueness of the proposition wholly implies how it will contribute to squares current market
share if marketed successfully. JUI holds vast competitive advantages over the other similar
products in the market and its uniqueness is bound to take it further.

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