Strategies of Square and Unilever

Topics: Marketing, Management, Strategic management Pages: 12 (3426 words) Published: April 16, 2013
Square Background:
SQUARE, today symbolizes a name - a state of mind. Fifty years of hard work, passion and commitment have brought us where we are today from the very inception in 1958, when Square Pharmaceuticals Ltd, the flagship company of Square Group, was established. Today Square Group has burgeoned into one of the top-line esteemed conglomerates in Bangladesh. Square Toiletries Ltd. started its journey in 1988 with a single product as a separate division of Square Pharmaceuticals. In 1994, Square Toiletries Ltd. became a Private Ltd. Company. 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. Besides core business functions STL has long been taking active part in different philanthropic 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. 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. 

* To treasure consumer understanding as one of our most valued assets and thereby exerting every effort to understand consumers' dynamic requirements to enable us in offering maximum satisfaction. * To offer consumer products at affordable price by strictly maintaining uncompromising stance with quality. With continuous R&D and innovation we strive to make our products complying with international quality standards. * To maintain a congenial working environment to build and develop the core asset of STL – its people. As well as to pursue for high level of employee motivation and satisfaction. * To sincerely uphold the responsibility towards the government and society with utmost ethical standards as well as make every effort for a social order devoid of malpractices, anti-environmental behaviors, unethical and corruptive dealings. Values & 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. Manufacturing Unit:

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. With our state-of-the-art production facilities, most advanced equipment, and high quality raw materials, we ensure the absolute best for our 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. Square Toiletries Ltd. has a strong R&D department which is committed towards developing new products and improving...

References: *
* Marketing report of Unilever Bangladesh Ltd.
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