Brand positioning of Radhuni

Square Consumer Products Limited, has started its journey in 2001 as a member of Square Group, the leading corporate house in Bangladesh. Square Consumer Products Limited has introduced three popular brands in the market. Radhuni is one of them. Just after its introduction, Radhuni drew the attention of housewives who demanded convenience and time saving cooking. The product range of Radhuni is enriched with basic spices, mixed spices, cereals & pulses based products, edible oil.  Radhuni Easy Mix is an extension of Radhuni Mixed Spices for those with a busy schedule or lack of cooking practice. It makes cooking easy & fast because all are in the packs at right proportion & quantity except edible oil, sour curd & meat. Each contains easy cooking method on back side of the pack. It ensures the best taste, aroma & flavor of food. Radhuni Easy Mix with advanced benefits is the first in the market. Targeting : Initially for target the market will go for women who are living in urban areas. In this case followed geographic segmentation and the demographic segmentation as well. can be either housewives or service holders. The causes behind of targeting urban women are - First-The price of the product, as the price of this product is a bit high which is only affordable by the urban people. Because Radhuni know that the people of urban are relatively rich then the rural people. Second-Use of quality product, in this case urban people is more quality conscious then the rural people. Third-In urban areas generally people are busy with various activities. So are very much unwilling to buy raw spice and get bored of doing a manual process. Brand Positioning As Radhuni is leader in the market, it has a high growth rate and its relative market share is also high.  Quality Assurance As a market leader and a member of the prestigious Square Group, Radhuni always delivers quality products for its customers. The company cares for its consumers and keeps its promise by accumulating the finest ingredients. It maintains consistent quality of the products and keeps updating the latest technology. Finest Ingredients When it comes to cooking, ingredients are the first priority. Tasty and healthy food can never be made from inferior ingredients. Using quality products like spices and edible oil easily makes good cooking much easier.  Technology Radhuni provides consumers those spices which are made from the choicest raw materials maintaining the highest processing standards. The company uses the state of the art technology for production process. The manufacturing plant of the company has a hi-tech laboratory where the quality check is accomplished. The company uses fully automated packaging system which ensures zero exposure to external hazard. Quality Certification Due to the excellent quality management system Radhuni  obtained ISO 9001 in 2005. Moreover, the company has obtained ISO 22000 for its food safety management system. Strong commitment to quality, adoption of advanced technology, stress on human resource development, focus on continuous improvement and introduction of new products for the growing markets has given the company a decisive position in the industry.    References     http://www.squareconsumer.com/ http://www.scribd.com/doc/66243313/Square-Consumer-Products-Ltd  https://www.youtube.com/watch?v=CMyREgJUUc0