Ruchi Chanachur: 

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 Pharmaceuticals Ltd., the flagship company, is holding the strong leadership position in the pharmaceutical industry of Bangladesh since 1985 and is now on its way to becoming a high performance global player. Just after the inauguration of Square Consumer Products Limited with strong commitment to quality & focus on introducing new products for the growing market have introduce its “Ready – to –Eat” snacks brand RUCHI. Within a very short span of time RUCHI took its place with the proposition of healthy choice to the taste seekers consumers of all ages who had possessed a demand for healthy snacks while ensuring the taste of modern snacks. Dedication to health & hygiene production process with mouthwatering innovative products RUCHI cut a unique emerging brand position in the market.

Ruchi munching range has different type of products and one of them is Ruchi Chanachur.

Target market based on segmentation:

1.	Geographic
Country		Bangladesh
Region		All over Bangladesh

2.	Demographic
Age		Age over 4
Gender		Male and female
Occupation		Students, Businessman and all working person
Education		Not necessary

3.	Psychographic
Social class		All class
Lifestyle		Any type

IMC TOOLS

1. Advertising:

a) Newspaper ads: Square has done some good amount of paper ads to tell the consumer about Ruchi Chanachur.

b) Billboard ads: Ruchi Chanachur billboard ads are different, which creates a lot of attraction.

c) Electronic media ads: Ruchi Chanachur TV ads shows how tasty it is with humor or giving information.

2. Sales promotion:

Ruchi Chanachur has 3 type of sales promotion categories:

CHANACHUR (Hot) Besides the essential ingredients and their good tastes, Ruchi Chanachur (hot) has a shocking hot flavor that breaks through all the boring tastes and times. It is a really unique taste to invoke an amazing excitement and fondness. Available pack sizes: 40g, 75g, 85g, 150g, 170g & 350g

CHANACHUR (Regular) Ruchi Chanachur is packed with spicy punch of green peas which you will enjoy in every bite. Produced hygienically and added with extra green peas make Ruchi Chanachur tastier and healthier. Available pack sizes: 40g, 85g, 170g & 350g

CHANACHUR (Barbeque) The Barbeque flavored Chanachur is the latest extension in Ruchi’s chanachur line. And, this is in fact the first ever Barbecue-flavored Chanachur in Bangladesh. Its smokey grilled flavor is unique and even more distinctive. Ruchi Chanachur (Barbeque) is crispier, crunchier and smarter, with which, gossiping & leisure can be enjoyed far better. Available pack sizes: 40g, 75g, 85g, 150g, 170g & 350g

3. Interactive marketing:

Ruchi online page: http://www.squareconsumer.com/Ruchi_munch.php

Ruchi Facebook fage: https://www.facebook.com/ruchi.square

4. Publicity/Public relations:

It refers to non-personal communications regarding an organizations, product, service or idea not directly paid or run under identified sponsorship. Square the producer of Ruchi Chanashur sponsors a lot of profit or nonprofit organization for publicity and to create good public relation.

My Opinion:

The purpose of this article is to tell the readers how Square group uses IMC Tools for Ruchi Chanachur. I tried to give as much information as possible. But information was hard to find about this product. There is no direct marketing and personal selling for Ruchi Chanachur. I hope my article will give u good amount of knowledge about Ruchi chanachur. For farther information go to their website: http://www.squareconsumer.com/index.php