Guidelines to Use Social Media to

Increase Brand Awareness and Revenue

for Square Toiletries Ltd.

Report on Social Media Strategy

Managerial Communication (C501)

Submitted to,

Mohammad Saif Noman Khan

Assistant Professor,
Institute of Business Administration,
University of Dhaka.

Submitted by,
Teamgeist
Group Leader:

Nashida Masrura Tonny

MBA 51D, Roll: RQ 32
Email: spar_tonny@yahoo.com
Phone: 01914890674
Group Members:

Syed Golam Kawsar Zelani

MBA 51D, Roll: ZR 06
Rashik Rafid Khundker
MBA 51D, Roll: ZR 25
Md. Ariful Hossain Tuhin
MBA 51D, Roll: ZR 29
Md. Emrul Hasan
MBA 51D, Roll: ZR 36
Institute of Business Administration,
University of Dhaka.

EXECUTIVE SUMMARY
To create more customer engagement and thus to create more new customers, this report
recommends taking some important measures to initiate a marketing strategy through social
media using the interactivity between the people in the social media. These measures are:

Proper creation, maintenance and moderation of the facebook fan page.

Arranging contest on a regular basis to increase participation.
Interacting with participants to increase the quality of communication.
Introducing participants with new and innovative campaign to increase brand
awareness
Implementing creative strategies to increase the brand loyalty at least 100%

Observations of the current social media policy of Square Toiletries Ltd reveals that the page
contains biographical information about the company, it has little more than 6000 members,
total 285 shared content and a modest level of chatter. So, its obvious that the company is
not utilizing the marketing opportunity through social media. The presence and current
activities of other competitors in the social media are also studied to determine current trend
of social media marketing in Bangladesh.
The limitations in terms of social media approach of Square Toiletries Ltd. are also analyzed
while cures to those limitations are also discussed in this study. We also provided further
implementable solutions to the limitations.
Then a detailed analysis of recommendations for a one-year long approach is also listed in
the study. These recommendations are based on latest theories and best practices. Thats
why, recommendation in this report will work like miracle.

Table of content
Chapter 1: Introduction------------------------------------------------------------------------------- 01
1.1: Objective---------------------------------------------------------------------------------- 01
1.2: Scope-------------------------------------------------------------------------------------- 01
1.3: Limitation---------------------------------------------------------------------------------- 02
1.4: Methodology------------------------------------------------------------------------------ 02
Chapter 2: Social Media Marketing --------------------------------------------------------------- 03
2.1: Social Media: Relationship Building Block ---------------------------------------- 03
2.2: Social Media in Marketing Literature ----------------------------------------------- 04
2.3: Hypothesis on Social Media Marketing -------------------------------------------- 04
2.4: Best Practices around the Globe ---------------------------------------------------- 07
Chapter 3: Company Analysis ---------------------------------------------------------------------- 09
3.1: Description -------------------------------------------------------------------------------- 09
3.2: Key Data ---------------------------------------------------------------------------------- 09
3.3: Analytical Assessment------------------------------------------------------------------ 09
3.4: Competitor Analysis -------------------------------------------------------------------- 10
Chapter 4: Recommendation & Conclusion ---------------------------------------------------- 11
4.1: Key Strategy ------------------------------------------------------------------------------ 12
4.1.1: Campaigns Starting at First Month ---------------------------------------- 12
4.1.2: Supplemented Campaign for First Five Months ------------------------ 13
4.1.3: Campaign Starting at Next Three Months -------------------------------- 14
4.1.4: Recommendations for Last Four Months --------------------------------- 16
4.2: Supporting Strategies ------------------------------------------------------------------- 16
4.3: Conclusion --------------------------------------------------------------------------------- 18
References: ------------------------------------------------------------------------------------------------ 19

Chapter 1
1.0 Introduction
For businesses social media represents a marketing opportunity that transcends the
traditional middleman based operations and connects businesses directly with their
customers. That is exactly why nearly every legitimate business on the planet, from giants
like Starbucks and IBM to the local ice-cream shops, are exploring social media marketing
initiatives. A year ago, businesses were uncertain about social media. Now it's here to stay
and companies are rapidly adopting social media marketing strategies. The oldest and most
reliable form of marketing has always been one friend referring another friend to a product or
service. With the proliferation of so many social websites, people are connected to each
other in new, agile, and quite public ways.
These days, the organizational cause has intermingled with the social cause as companies
seek to engage their audience via the online platforms. Marketing using online communities,
social networking websites and personal blogs have become one of the most fundamental
aspects of marketing.
Marketing in the realm of social media some fundamental notions need to be adhered. Of
course traditional aspects such as goodwill and reputation still hold water. But more
important factors are hit count, probabilistic analysis and customer management. As this is a
completely new science, there has been known cases where faulty strategies and
incomplete preparations have led to marketing disasters. Thankfully various time-tested
strategies have been devised to make sure such mishaps do not happen.
There is a lack of research in Bangladesh on how social media communication fits into the
concept of building and maintaining relationships between consumers and organizations.
This study on social media marketing policies 1of Square Toiletries Ltd. addresses this need
by integrating social media into existing relationship marketing concepts. By bringing
together detailed study on social media marketing, relationship investment, relationship
quality, and relational outcomes, this study will provide insight on how to increase outcome
variables such as customer satisfaction, loyalty and word of mouth by incorporating social
media into their existing relationship marketing plans.
1.1 Objective:
This report studies the product line of Square Toiletries, and their current online exposure.
It looks into the initiatives Square Toiletries have taken in Social Marketing and estimated its
effectiveness through various factors. The results with other time-tested and established
strategies used by different foreign/multinational organizations is also discussed in the
report. It identifies the limitations of already taken initiatives and investigated how to remove
those limitations. Further steps that can be added is also added in the report.
1.2 Scope:
This report will address how to use social media to increase revenue of Square Toiletries
Limited. This report assumes that an increase brand awareness and brand recognition can
increase the revenue in the long run. This report at first finds existing papers that supports
the above assumption. And then it finds the best practices that are used based on above
1

assumption. At the end this report shows how to use those strategies for Square Toiletries
Limited.
1.3 Limitation:
While the facebook page is really a good example of Squares attempt to initiate social
marketing, it lacks moderators. We experienced a number of irrelevant posts (spams) while
browsing the contents. The authority should focus on hiring customer managers who
occasionally would remove irrelevant posts/comments. The official website is made of old
technologies which result in poor customer experience and thus less profit. While these
search keywords meril, senora sanitary napkin, square after shave direct to the website,
searching for most other products of Square Toiletries do not refer to the website. This is
due to faulty Search optimization. This can be fixed by using a better SEO strategy.
1.4 Methodology:
All the data used in the report are secondary data. The sources of the data are reported in
the reference section.

Chapter 2:
2.0 Social Media Marketing
2.1 Social Media: Relationship Building Block
Every single week and in some cases every single day we are bombarded with thousands of
marketing messages, discount offers etc. But how many of us actually follow them up or are
benefitted from these? Studies show, majority of the receivers of such messages now
actively seek ways to avoid them. In other words, effectiveness of traditional mass media
marketing is declining. This decline is a reflection of a great underlying change in culture
toward a more interactive medium, and in this era it is social media.
Social media employ mobile and web-based technologies to create highly interactive
platforms via which individuals and communities share, co-create, discuss, and modify usergenerated content. Now marketing communications are beginning to evolve around social
media in to a direct, two-way communication process to establish relationship with niche
consumer audiences. In The 2013 Social Media Marketing Industry Report., it was
mentioned that over 86% of marketers indicate that social media is important for their
business, 88% of marketers want to use social media as a marketing tool and 69% have
plans to increase their use of popular social media sites such as Facebook, Twitter, and
YouTube in the next year. Most importantly a significant 89% of marketers stated that
increased exposure was the number one benefit of social media marketing.
It is widely accepted that, organizations can gain sustainable competitive advantage and
desirable outcome through building and maintaining lasting customer relationships by
relationship marketing. But the main premise of relationship marketing is that the both
parties involved exert effort to make the relationship mutually beneficial. In this regard, a
two-way communication approach is of utmost importance where both entities are in regular
contact with one another.
However, it is criticized that the benefits of relationship marketing are often one-sided and in
the organizations favor. Organizations collect numerous amounts of consumer data, abuse
the consumers trust, violate consumers privacy, ambush the consumer with offers and
communications, offer few benefits of real value, and give the consumer little input in the
relationship.
On the other hand, social media stands to give customers powerful and active voices in their
relationships with organizations. The use of social media has transformed the way that
businesses communicate with consumers. This type of communication fulfils the goal of
relationship marketing by allowing both parties to make investments in, and benefit from the
relationship. Social media give customers a platform that marketers cannot ignore. In fact, in
the journal 5 Social Media Marketing Trends: New Research, 2012 it was mentioned that
85% of marketers cited one of the benefits of social media marketing was the ability to
engage in conversation with consumers. However, in order for social media to fulfill its
function as a tool to co-create value, companies must understand how customers view social
media marketing efforts by an organization, how social media interactions influence the
relationship consumers have with organizations.

2.2 Social Media in Marketing Literature

Advances in technology, change in culture, and peoples natural urge to interact with similar
people have paved the way for social media to flourish. This shift in communication is
embraced by both customers and marketers. In fact marketers are adopting new strategies
to go closer to the customers. On the other hand, marketing academics are beginning to
study the impact of social media on marketing communications.
In recent years the number of studies on social media marketing is growing and there have
been some studies that specifically consider social media in their content, like Melissa Clark
& Joanna Melancon, (2013), Laroche et al. (2013), Trainor (2012), Jan H. Kietzmann,
Kristopher Hermkens, Ian P. McCarthy, Bruno S. Silvestre (2011).
These studies have considered the impact of social media on
-

word of mouth,
brand evaluations,
purchase intentions,
sales performance,
communication ,
acceptance of advertising,
Return on investment for social media efforts (Fisher, 2009.
relationship marketing

2.3 Hypothesis:
The journal To be or not to be in social media: How brand loyalty is affected by social
media? by Michel Laroche, Mohammad Reza Habibi, Marie-Odile John, specifically looks at
social media in a branding context and finds that social media has positive effects on
customer relationships which influence trust and brand loyalty. This study has provided three
hypotheses in the following sections
a) Customer centric model of brand community and social media
A community is made up of its entities and the relationships among them. So, a
social media based brand community includes entities such as brand, product,
customer, company, and social media, which the platform for that community to exist.
When a member logs on a social media platform and explores the brand page,
comments, shares a photo or experience, interacts with marketers, asks questions
about the brand or the product or answers comments, that member is participating in
the community activities and the invisible community becomes visible. Thus, to the
degree in which they support information sharing and welfare of the members, and
the bonds among them strengthens.
Hypothesis 1: Social media based brand communities have positive effects on the: (a)
customer/product
relationship;
(b)
customer/brand
relationship;
(c)
customer/company relationship; and (d) customer/other customers relationships.

b) Brand trust and brand loyalty

Several studies have showed that repeated interactions and long term relationships
are the essence of developing trust. Enhanced relationships with customers and
elements of brand community through social media necessarily increase contacts
between the brand and customers which in return increases brand trust.
Hypothesis 2: The customer/product relationship, the customer/brand relationship,
the customer/company, customer/other customers relationships have direct positive
effects on brand trust.
Hypothesis 3: Brand trust positively inuences brand loyalty.
The journal The Influence of Social Media Investment on Relational Outcomes: A
Relationship Marketing Perspective by Melissa Clark & Joanna Melancon lays down
a foundation for the study of social media in relationship marketing. It gives a newer
concept regarding social media marketing, within an established area, relationship
marketing and considers its effects on customer satisfaction, loyalty and word of
mouth. It helps to better understand how customers are influenced by social media
marketing efforts from the companies they follow.
c)

Customer Satisfaction
Marketers seek to increase customer satisfaction because it leads to loyalty and
positive word of mouth. By investing in the relationship through social media
communications, marketers can address customer service issues and potentially
raise their satisfaction to even higher levels. On the other hand, Therefore -

Hypothesis 4: An organizations social media followers will have higher satisfaction

than non-followers.
d) Loyalty
Loyalty is of particular interest to marketers because it is known that it costs less to
retain customers than to compete for new ones. Social media emphasizes on the
idea of customization and could, therefore, lead to greater customer loyalty.
Hypothesis 5: An organizations social media followers will demonstrate higher
loyalty than non-followers.
e) Word of Mouth
Marketers both utilize and fear word of mouth. It is an important area for marketers
since customers generally trust personal sources more than non-personal sources
such as advertising. Social talk generates billions of brand impressions each day. But
marketers also fear that upon entering social media people will be negative towards
the organization, resulting in a loss of control over the brand image of the company.
But the study shows that bloggers are six times more likely to write positively about a
brand; and one recent study finds that up to 87% of individuals indicated they had
made a purchase based on a recommendation given in a blog, over 60% bought
based on a recommendation on Facebook.

Many organizations encourage social media followers to spread information or recruit

new followers by offering rewards or contests for sharing or tagging photos and
information to the customers own personal networks. Thus,
Hypothesis 6: An organizations social media followers will have stronger intentions
to spread positive word of mouth than non-followers.
f)

Brand awareness increasing revenue

The author of "Strategic Brand Management: Building, Measuring, and Managing
Brand Equity", Kevin Lane Keller has mentioned in his book that brand equity has
two sources (1) Brand awareness and (2) Brand image.
Brand awareness consists of brand recognition and brand recall performance. Brand
recognition is consumers ability to confirm prior exposure to the brand when given
the brand as a cure. Brand recall is consumers ability to retrieve the brand from
memory when given the product category, the needs fulfilled by category, or a
purchase or usage situation as a cue. However Brand Image is defined by Philip
Kotler - as the set of beliefs held about a particular brand (Kotler, P. (1988).
Marketing Management: Analysis, Planning and Control.)
Both the writers showed a positive relationship among revenue and brand equity,
brand awareness and brand image. Therefore, we can say that, strong brand equity,
high brand awareness and positive brand image can increase revenue.

g) Employee engagement
In the journal Marketing Opportunities with Social Networks by Victoria Bolotaeva
and Teuta Cata it is suggested that organizations should encourage their employees
to participate in social network marketing and stay connected to the community in
order to increase brand awareness. However, these activities should also be
monitored in order to discourage abuse.
h) Hyper-Informed Customers
Social media is transforming the way that consumers across the globe make
purchase decisions. The State of the Media: The Social Media Report, 2012 by
Nielsen and NM Incite mentioned that todays consumers around the world are using
social media to learn about other consumers experiences, find more information
about brands, products and services, and to find deals and purchase incentives.
Thus, it can be said that an organizations social media followers will be more
positively informed about the product or the service of the organization than nonfollowers.
i)

Social Media to Customer Service

With the growing popularity of social media many organizations are using social
media as a platform to provide customer service. The report State of Social
Customer Service, 2012 has mentioned that todays consumers show a growing
preference for using social media for customer service. Nearly 1 in 3 social media
users prefer to reach out to a brand for customer service through a social channel

compared to the phone. Among them 36% report having their issue solved quickly
and effectively.

2.4: Best Practices around the Globe

a) Johnson's Baby Canada:
The famous brand Johnson & Johnson introduced Johnsons Baby Canada
campaign. It has a simple strategy of a baby photo contest that offered users the
chance to have their little ones featured on the Johnson's site. It offers a low-value
prize (placing a baby's photo on its website) but yields high returns in fans and
engagement. This alone tripled its Facebook fan count in just three weeks of its
introduction. Besides, it also garnered more than 1 million visits to the Facebook
application, more than 3.5 million photo views, and more than half a million votes.
The brand benefited from entrants who shared through their social graphs to rally
votes; there was an average of 10 clicks per shared link.
The campaign was developed by Edelman Digital on the Strutta contest platform and
was available in English and French, as it was targeted towards a Canadian
audience.
The campaign also focuses on providing understanding babies and the special
nurturing their eyes, skin, and hair require. It uses that knowledge to provide mothers
with safe, clinically proven mild and gentle products. Moreover, the campaign
engages the senses, evokes positive emotions, and ultimately enhances the loving
bond between mother and baby.
Johnson & Johnson Health Channel on Youtube: Johnson & Johnson with the help of
its Johnson & Johnson YouTube Channel, has provided a place for its customers to
connect with the company, and learn about its news, initiatives and programs,
including those in health and wellness, innovation, philanthropy, and sustainability.
The Johnson & Johnson Health channel is the most popular pharma channel on
YouTube. It has more than 8 million video views. Much of the success is due to the
volume of videos (more than 600) on a variety of health topics. Six years ago, J&J
started the channel by utilizing existing videos it had produced over the years.
Theyve continued to create new videos, facilitated by having an in-house production
studio.
But its not simply the number of views thats impressive. The J&J Health Channel is
used for proactive engagement it follows others, and makes regular updates and
comments. For its accomplishments Johnson and Johnson received Healthcare
Engagement Strategy Awards in 2010.
b) P&Gs Being Girl community building site:
Many marketers dont seem to grasp that people dont give importance to their
products. People care about how the products help them to solve their problems.
P&G used this concept and introduced an indirect approach to increase its sales.
P&G created a community for young girls to discuss the issues that stress them out
the most. By providing health facts, a discussion forum, and relevant culture items on
a site with Tampax and Always branding, eating disorders, acne and dating, P&G
greatly increased sales. It takes a big-sister approach and features self-discovering
puzzles, free samples of its products etc. According to the company, the site was four
7

times as effective per dollar spent as advertising. And the site is now duplicated in 21
different countries.
c) Center Fresh Gum Charades:
Inspired by the popular movie guessing game, Center Fresh has created a microsite
as well as a Facebook app to engage its audience. This simple game is customized
for the digital platform. It is being promoted on the Center Fresh Facebook page,
Twitter handle and YouTube Channel. This Gum Charades campaign of Center
Fresh was an extension of Zubaan Pe Rakhe Lagaam proposition and it was in sync
with the brands offline campaigns.
d) Halo Brand Effect:
Good-looking people tend to be perceived as more intelligent, more successful and
more popular. Thats the halo effect in psychology. Apple used this concept and put
the bulk of its marketing budget behind the iPod creating a halo effect that helped the
entire Apple product line. In fiscal year 2005, Apple Computer sales were 68% up,
profits were up 384%, and the stock was up 177% and Apples net profit margin
increased from 3.3% to 9.6% from previous year. On contrary in 2005, the iPod and
iTunes together accounted for only 39% of Apples sales whereas Apple computers,
software and services generated the other 61%.
Motorola did something similar by putting its emphasis on its RAZR line of cell
phones. In the third quarter of 2005, for example, Motorola shipped 38.7 million cell
phones. Revenues for the quarter were up 26%. But only 6.5 million, or 17% of those
cell phones, were RAZR phones. Obviously the RAZR became a halo for the rest of
the line.
e) Neutrogena India:
Every beauty product brand uses some clichd advertising to promote its products.
Yet the category has created such a deep sense of need amongst the target
audience that almost every woman has a long list of beauty products in her monthly
shopping list. Neutrogena India, in the last quarter, has been trying to get out of the
advertising hole. It has been focusing on FBB Femina Miss India 2014 powered by
Neutrogena and spreading those updates with beauty care, fashion, life style
indulgences, and product updates.
The brand has created a profile called the Neutrogena Dermatologist Panel which
responds to all the queries without including a product-connect. The brand tops it up
with another reply which is a product-based response and limits the product updates
to the brand and not the dermatologist panel.

Chapter 3
3.0 Company Analysis:
3.1 Description:
The context of this study is the Square Toiletries Ltd, 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. However, in terms of social media marketing
Square Toiletries Ltd. is still at its infancy.
3.2 Key Data:

Global Ranking of Official Website: 1,166,722

Ranking of Official Website in Bangladesh: 3,229
Bounce Rate (Percentage of visitors that never come back): 67.30%
Search Engine Queries: square group, square toiletries, meril, senora sanitary
napkin, square, after shave
Total Sites Linking In: 69
Facebook Followers: 6,537
Total Shared Content on FaceBook: 285
Average Likes per Post: 27.6
Average Feedback per Post: 3.3

3.3 Analytical Assessment:

The facebook page appears to be the key focus of the group. With more than 6500 fans and
around 300 posts, it is more than evident that the authority is interested in promoting its
products on facebook. It is more than likely that every product will get a little more interest
from the followers since the promotional pictures are shared on regular basis. The official
website is informative and expressive. Thus visitors will be able to find the product they are
looking for. It is ranked as 3,229 site in Bangladesh. Which is quite acceptable. meril,
senora sanitary napkin, square after shave, searching with these keywords (from
Bangladesh) will result in links to the official website. Which allows the users to quickly refer
a product to another person without actually providing web links. This is specifically good for
business. 69 websites in total refer to the official website. Some of these websites are
frequently used web portals, and some personal blogs. This diversity will ensure that more
customers visit the official website. The official website is ranked 1,166,722 globally. Which
is in essence miserable. The authority needs to implement technologies such as Search
Engine Optimization and better organization to improve page ranks. The official website has
a bounce rate of 67.30%. That means this much visitors never come back to the website for
a second time. While the site is informative, the content is provided in a very mundane way.
They have to be made more graphical and lucrative to keep the visitors attention. The official
website has no Search feature. So, it is insanely difficult for a customer to locate a certain
product. A search feature needs to be added. While the facebook page is really a good
example of Squares attempt to initiate social marketing, it lacks moderators. We
experienced a number of irrelevant posts (spams) while browsing the contents. The authority

should focus on hiring customer managers who occasionally would remove irrelevant
posts/comments.
3.4 Competitor Analysis:
So far Bangladesh has little over 3.3 million facebook users. All other social media users
here somehow connected to facebook. We hypnotize that facebook is the main social media
in Bangladesh and if a company can cover facebook in Bangladesh by its social media
strategy it will cover all other social meida.
Except for P&G Bangladesh most of the competitors are not that active. Square toiletries
have one facebook page with little over 6500 followers. Current scenario in the social media
is given below:
1. P&G Bangladesh has more 331000 followers in facebook. We have to compete with
them in Shampoo, Toothpaste, Sanitary Napkin, and Air Freshener.
2. Another one of our biggest competitor Unilever has no social media strategy for
Bangladesh. But this company has pages with huge amount of followers worldwide
and contents from those pages are
Figure 1: Competitor Analyis

being shared in facebook users

wall around the country.
3. Keya cosmetics have only 400
followers in facebook.
4. Kohinoor Chemicals has only 230
followers in facebook.

350000
300000
250000
200000
150000
100000
50000
0

Number of
Followers

5. Parachute Advansed has 759,000

followers in facebook. They are our
competitor in Hair Care Oil. This
page is administrated from India
and the followers are from both Bangladesh and India.
6. We have many other competitors of different products in different brands who
actually has sizable market share but doesnt have any social media strategy for
now.
7. One other thing for consideration is local pages that share the foreign competitors
television commercial in their pages for the aesthetic beauty of those commercial but
doing so these pages actually give positive exposure to those brands in our market.

10

Chapter 4:
4.0 Recommendation
The Square Toiletries Ltd., is the country's leading manufacturer of international quality
cosmetics and toiletries products. It has 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 etc. But it faces different level of competition for different product line. In
this situation it is suggested for Square Toiletries to start its social media campaigning for the
product line with low competition. When competition is low its easier for a company to get
through the customers, create brand awareness, image and equity than in the high
competitive market. As mentioned earlier, with high brand awareness, image or equity
Square Toiletries can increase its revenue.
Square Toiletries Product Competition
The table given below will give a brief idea about the competition faced by Square Toiletries
products.
Fig 2: Square toiletries product competition
Name of the Square
Toiletries Product
Senora
Meril Protective Care
Meril Baby Products
Jui (Hair oil)
Meril Splash (Beauty soap)

Competitors

Whisper, Stayfree
Vaseline
Johnson & Johnson
Parachute, Tibet
Lux, Keya, Sandalina, Dove
and other Soaps of foreign
origin
Revive (Talcum powder)
Ponds, Keya and Johnson &
Johnson
Chamak (Fabric whitener)
Robin Liquid Blue and Ujala
Chaka (Laundry soap and Wheel, Tibet, Keya
powder)
Freshgel and White Plus Close-up,
Pepsodent,
(Toothpaste)
Sensodine and Meswaak
Kool (Mens grooming)
Gillette, Cute, Axe, Set Wet
and Various other products
Xpel (Anti mosquito spray)
ACI Aerosol (Market Leader)
and Mortien
Sepnil (Handwash)
Lifebouy, Dettol and Savlon
Select Plus (Anti-dandruff Sunsilk, Clear, Pantene,
shampoo)
Head & Shoulders etc.
Shakti (Toilet cleaner)
Harpic (Market Leader)
Saaf (Dishwashing liquid)
Vim Bar (Market Leader)

Level of Competition
Low
Low
Medium
High
High

High
High
High
High
High
High
High
High
High
High

This table is constructed from several newspaper articles and publications. One article in
The Daily Star has stated that Senora holds more than 80% of the total market share.
Whereas the official website of the Square Toiletries Ltd has confidently stated that its
11

market share of Meril Protective Care product line during winter is 70%. So, both of these
product lines have low competition in market. However all the other products face high level
competition from both domestic and foreign products except Meril Baby Products.
This particular product line has one major competitor, Johnson & Johnson which is a foreign
brand. Since it has medium competition and opportunities to thrive, it is recommended that
Square Toiletries Ltd starts its camping with this product line.
Meril Baby product has the following 6 products 1.

Meril Baby Lotion

2.

Meril Baby Shampoo

3.

Meril Baby Powder

4.

Meril Baby Gel Combo Pack

5.

Meril Baby Gel Tooth Paste

6.

Meril Baby Olive Oil

4.1 Key Strategy:

This report has based its recommendation on the examples set by Johnson & Johnson,
P&G, Apple, Center Fresh, Neutrogena and several other leading foreign brands. The key
strategy of this report is based on the Johnsons Baby Canada camping. As mentioned
earlier, Johnson's Baby Canada tripled its Facebook fan count in just three weeks with a
baby photo contest that offered users the chance to have their little ones featured on the
Johnson's site. Now theres nothing more beautiful than to see your own childs face
everywhere. Johnson & Johnson used this emotion and turned it into a marketing strategy.
This report is an attempt to use the same strategy but it hydrides with several others.

4.1.1 Campaigns starting in the first 5 months

Now following and mimicking what Johnson & Johnson did can help Square Toiletries to
promote Meril Baby products.
Step 1
A new Facebook page can be launched naming Meril Sweet Baby.
At this same time Square Toiletries can make a public announcement that it will shift all the
baby product related information to facebook.
Step 2
This Facebook page can be used to attract people for posting baby photos.

12

People love sharing and seeing baby photos. Square can start from its employees by asking
them to share their babies/kids photos. This will lead the friends and families of the
employees to acknowledge the page and participate. Square can target people with long
friend list and celebrities and encourage them to post in this page. Since people enjoy
looking at baby photos and social loafers enjoy sharing and hitting like buttons, a few right
people for the page can lead to a great number of like on the page.
People can send the photos and send some information of the baby, such as name, age,
birthday, address, city etc. in messages of the Facebook page. This will help Square to keep
track of the photos and put the photos in a single album and obtain information. Square is
asked not to make any private information public except the necessary ones like name, age
and city. This way Square will not violate any privacy of its customers or potential customers.
Step 3
A contest similar to Johnsons Baby Canada should be announced.
Johnson announced a winner every month on the basis of the highest like and share on a
photo. Square can do the same thing by tracking every single photo very closely. Square
can improvise by sending a small gift hamper to the winner and taking photos of the event.
This cannot be anything grand and this event must be shared in the Facebook page and
their website to draw more peoples interests.
No interaction means no sales. So creating brand awareness through this page and also
announcing winner every month will definitely increase the interaction between the customer
and the company. The hypotheses show that this interaction will generate brand awareness
and in turns revenue. It is because the next time the participants visit the shopping mall, they
would to try Meril Bay products. It can be assumed that this attempt can generate revenue
and followers in the same proportion of the Johnsons Baby Canada campaign.
Step 4
Launching a youtube channel naming Meril Baby.
At the end of first 45 days or so a youtube channel can be launched. This campaign is based
on the Johnson & Johnsons youtube heath channel. This channel can be used to promote
baby heath issues, tutorials and other necessary issues and events. Square must keep this
in mind that, this channel at first must highlight Bangladeshi babies.
For the promotion of this channel Square can launch another contest naming Baby Fun. In
this contest people can be asked to upload and share videos of their childrens funny
moments. In the similar manner of step 3, the highest viewed and liked videos can be
awarded.
4.1.2 Supplemented Campaigns during the first 5 months:
Only the baby photo contest will not be adequate. Square needs to give more options to
people so that they can participate more. Square can employ the following additional
campaigns for Meril Sweet Baby page during the first 5 months. Here Square should be
flexible in stretching these additional campaigns throughout the year and improvising with
con-current circumstances.
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The following supplementary campaigns can be offered

First Moments A baby photo campaign where people can be asked to

share their very first moments with their children.
Heavenly Smile In this photo contest people can be encouraged to share
the smiling faces of their children (preferably aged 0 to 3).
Sleeping Angel Kids are adorable when they sleep. And this will be the
theme of this photo contest where people can be asked to share the photos
their sleeping angels.
Birthday Wish A simple campaign where Square can wish happy birthday
to those babies whose pictures are shared on the page.
First Day at School A photo contest marking the childrens first day at
school.

Square must strictly follow some rules

1.
2.
3.
4.
5.
6.
7.

Launching a new campaign must not end an old campaign.

All of these and many more similar contests have to run simultaneously. But
they can be started on an average 20 days gap with each other.
It is to be noted that Square must not avoid any photo unless the photo is
offensive. A rejection must be handled very carefully.
Contest winners should be awarded with low value gifts so that winning a
contest may never become the main cause of participation.
National events, festivals, baby health articles should be shared.
This page has to be interactive. All comments and queries should be
answered sincerely and promptly.
Square cannot promote its products directly.

If handling the facebook become difficult for one or two employees, Square can encourage
student volunteers or part-timers to help in maintaining the page. This will not lead to a high
expense.
4.1.3 Campaigns starting in next 3 months
It is assumed on the basis of the hypotheses and examples that the Meril Sweet Baby
page will become popular. Now this page can be used to promote other products of Square
Toiletries.
At the starting the month 5 four new pages should be opened. These new pages must be
promoted in the Meril Sweet Baby page to grab attention of the existing followers. Along
with the new pages the old page will keep running with same vigor and force.
Page 2: Square-Adicator (Xpel, Sepnil & Shakti)
The Square products Xpel, Sepnil and Shakti have one thing in common. They help us to
eradicate germs and help us to keep our house and ourselves clean.To promote these
products, another page must be opened on facebook. They say Fear is a powerful weapon.
In case of persuasion, if used properly, fear works like a charm. Up until the first five months,
the Meril Sweet Baby page would be all about how beautiful children can be.It will be using
emotional appeal. Now using the element of fear it should be demonstrated how to keep the
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children safe and what kind of dangers they face in their everyday life, such as germs and
diseases caused by germs; mosquito, cockroach and other disease carrying insects. How
these things can compromise a childs wellbeing should be advertised and these
advertisements should strike fear into the customers hearts.
Square can promote these products by showing how these products can help them in
eradicating the problems. Square can employ a simple, easy and ad free multi stage flash
game in the page. The game will feature a stage like a dirty hand or a dirty kitchen where
players will need to kill germs. After killing a certain number of germs a level will be
completed. This campaign is based on the campaign of Center Freshs Gum Charades
campaign. In this particular campaign the company tried to promote their theme of Zubaan
Pe Rakhe Lagaam by trying to keep audiences engaged. Here Square can keep audiences
engaged with the game at the same time providing a solution of the problems. This type of
promotion will be received in the sub conscious minds of the audiences. So that intention to
purchase the product among audiences increases.
Page 3: Senora Power Woman
This page will be aimed at to increase and strengthen brand recognition of Senora Sanitary
Napkin. Square can use the following campaigns

Ask an Expert Its a campaign where Square can avail expert opinions to several
female problems through private messages or blogs or forums. Since many females feel
reluctant to discuss these issues openly they can send private messages to keep their
identities anonymous. Moreover, this page can post and share different articles, interactive
videos and tutorials relating these issues. This campaign is based on P & Gs BeingGirl
community forum. In this page Square can ask celebrities to share some of their experiences
to attract followers.

Beauty and Fashion Tips Its a campaign where Square will promote beauty tips
and modern fashion tips and trends for women. Neutrogena used similar strategies in India
to promote its products.
Page 4: Meril Protective Care: Confidence of Winter
This page will be for the Meril protective care products. These are seasonal products and
they are currently the market leader. But with every new entry of foreign product these
products are losing its market bit by bit. So this page will entirely focus on retaining its
existing customers by promoting heath issues, contests, tips and other issues regarding
winter care.
Page 5: Kool Man
This page will be for the male customers and users of Kool products. We will follow Gillette
social media strategies for this page. Another Ask an Expert campaign for the problems of
men. This page can launch simple quiz contests to encourage participation. As a return
Square can reward winners with autographed jersey or ball from Kool products brand
ambassadors or similar other rewards.

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Figure 3: A demo of how campaigns can be introduced and how long the will be carried.
Campaign
Meril Sweet Baby
Month
First
Heavenly Sleeping Baby
Moments Smile
Angel
Fun
1
2
3
4
5
6
7
8
9
10
11
12

squareadicator
1st
Day
School

Senora Kool Winter

Power
Man Confid.
Woman

4.1.4 Recommendations for last 4 months

It is recommended for Square to keep the previous campaigns running. If any campaign
becomes too popular then Square should add new features to that campaign. But i any
campaign fails to generate desired output then Square should try to employ new features to
give it a new push. However in case of a total failure Square should drop the campaign and
divert the resources in the successful ones or new ones.
Square can to open separate pages for similar products. For example

A page for Whiteplus, Freshgel and Magic.

A page for Select Plus, Meril Splash
A page for Zerocal

But no new campaign is not suggested at this time for the last four months. It is because
Square will need to improvise with current cisrcumstances and either give new or continue
existing or drop campaigns.
4.2 Supporting Strategies
Increasing customer care
Square should encourage all its employees to actively participate in our facebook page.
Square can use these interactions in facebook pages to turn them into customer care for its
product.
Celebrate with the country
Posting congratulatory messages and photos on all the facebook pages on national days,
religious festival, national successes and other significant occasions will increase
participation.

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Being Human
Using the pages for humanitarian causes (showing sympathy on certain cases can make a
positive impression on the audience/customer) to generate people awareness and
participation.
Suburban Users
Square can grab new social media users from suburbs using local advertising. It should be
noted that the number of users of Square toiletries products is higher in suburban. Also
studies have shown that participation from suburbans in social media is growing in an
increasing rate. Square can give special offers to attract new and retain existing customers.
Patriotism
Using patriotic advertising on the facebook pages to create such brand awareness that
compels people to buy its products. Bangladeshis are quite sentimental when it comes to
patriotism and by far Walton group has used this strategy quite successfully. Designing the
Square LOGO to resemble our national flag can be an excellent step towards patriotic
advertising.
Fig 4: Bangladesh National flag merged in Square logo

Halo Effect
Promoting the quality of square pharmaceuticals to create a halo effect for square toiletries
in facebook and youtube can be a strategy to promote Square Toiletries products. Squares
consumer product Radhuni Spice Powder used halo effect in its introduction stage of
product life cycle very successfully. Till now Radhuni is the market leader in the spice
industry.
Integration of other media with social media
Square can post all the television commercials on the facebook page and youtube channels.
Also Square can promote its facebook pages in other media.
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4.3: Conclusion:
We are suggesting these strategies for the products of square toiletries limited. We are hoping that
these strategies will work because all these strategies were used before by similar companies in
various countries of the world. But before implementing these strategies we suggest that square
toiletries test these strategies in a controlled environment.

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References:
1. Victoria Bolotaeva and Teuta Cata. Marketing Opportunities with Social
Networks(2011)
2. Arif Anjum, V. S. More, Arsalan Mujahid Ghouri. Social Media Marketing: A Paradigm
Shift in Business(2012)
3. Nielsen. The social media report(2012).
4. Mincite, State of socil customer service(2012)
5. Melissa Clark, Joanna Melancon. The Influence of Social Media Investment on
Relational outcomes: A Relationship Marketing Perspective(2013).
6. http://www.brandingstrategyinsider.com/2009/09/building-a-brandhaloeffect.html#.U5DF9nbJT_J
7. http://mashable.com/2011/06/07/innovative-social-media-campaigns/
8. http://www.sireninteractive.com/sirensong/behind-the-videos-how-the-jj-healthchannel-on-youtube-works/
9. http://engagementstrategy.com/articles/best-engagement-through-video-award/
10. http://www.trajectory4brands.com/blog/2009/05/healthy-conversations-a-pg-casestudy-in-driving-revenue-through-social-media/
11. http://www.socialsamosa.com/2013/10/social-media-campaign-review-center-freshgum-charades/
12. http://www.brandingstrategyinsider.com/2009/09/building-a-brand-haloeffect.html#.U5DPhnbJT_K
13. http://www.socialsamosa.com/2014/05/social-media-strategy-review-neutrogenaindia/
14. http://archive.thedailystar.net/newDesign/latest_news.php?nid=44135

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