Kool blue deodorant body spray in terms of marketing actions: a case study of Square Toiletries Limited

Abstract

SQUARE Toiletries Limited (STL) has started it’s journey in 1988 as a division an ISO 9001 certified company. In 1994 Square Toiletries Limited began its journey as a Private Limited Company. Now STL is the country’s leading manufacture of international quality cosmetics and toiletries products. Square Toiletries limited is the largest Toiletries manufacturer and marketer in Bangladesh. Being a modern company Square has been leading the Toiletries market from 1994 as well as markets of some important and good number of product ranges. Square is pioneer in launching new products, which is considered as the Key Success Factor (KSF) of the company. Square is diversified in their business strategies. It has a number of different business organizations like pharmaceuticals, textiles, consumer products, Hospital, Housing, etc. Among a number of portfolios, Square is also operating in the market with its Deodorant Body Spray portfolio. This portfolio comprises of three different products with 150ml sizes under the brand name KOOL Blue Deodorant Body Spray. Like all other Toiletries products KOOL Body Spray has also been promoted to the retailers since its inception. Square Toiletries Ltd. wants to take advantage of the vast market opportunity in local market. The market is growing by about 20%. The growth of the franchise company is about 37%. Most of the body sprays have been taken into the country by illegal way. There is a big chance of local product with quality ingredients. These are the actual opportunity to this company to capture the market, become the market leader in this sector. So far their main current problem is that they don’t have any proper organized marketing plan on how to get the maximum profit and hold market share as a leader in this promising sector. There is lot of competition in the body spray marketing channel. A lot of study has been made, through analyzing the Body Spray market, sales and growth trend of the deodorant body spray products available in the market etc. Moreover, primary data has been collected by interviewing general people to determine the perception they have towards deodorant body spray. Some marketing experts have been interviewed in an openended mode to get their opinion for improving market share of KOOL brand in the consumer level. Finally, all the collected data have been analyzed together to meet some specific objectives that were noted earlier for the accomplishment of this research work in favor improving and ensuring the brand equity of KOOL Blue Deodorant Body Spray in the urban areas for fashionable young customer. The primary data collected from the general consumer have been analyzed arithmetically in percentage scale and represented in the pie chart. Experts’ opinions have been noted for judgmental analysis. These opinions have given highest priority for their expertise in the marketing and brand development. Secondary data were thoroughly analyzed to identify the market trend of Body Spray, which would be helpful for determining the strategies for the improvement of liking for KOOL Blue Deodorant Body Spray in the fashionable young consumer level. Square Toiletries Ltd. has its own strategic goal of achieving number one position in Body Spray market. In order to achieve this goal the company should not express any sign of gratification at any time of its business. However, it is to be noticed that after the accomplishment of this research work, almost a definite guideline can be defined for the marketing plan of KOOL Blue Deodorant Body Spray in urban area of Bangladesh.