The Role of Data-Driven Trade Marketing Performance in Directing Sales at Square Toiletries Limited

Abstract

This report provides a comprehensive overview of my internship experience at Square Toiletries Limited (STL), one of Bangladesh’s foremost fast-moving consumer goods (FMCG) companies and a subsidiary of the Square Group. The internship was conducted within the Trade Marketing function of the Sales Department. The central focus of this report is the role that data-driven trade marketing performance plays in directing and optimizing sales outcomes at STL. The report examines how structured data management, analytical tools, and information systems are leveraged to monitor field-level execution, track trade program achievements, analyze product performance across multiple geographic tiers, and maintain competitive market intelligence. Drawing on the academic foundation of Management Information Systems (MIS), the report demonstrates how information flows, and data processing underpins effective trade marketing in a competitive FMCG environment. Key activities undertaken during the internship included managing and analyzing IMS (In-Market Sales) trackers, conducting multi-level product performance analyses using advanced Microsoft Excel and Microsoft Power BI, supporting trade program execution by coordinating with the field force hierarchy, and providing audit documentation support for the seasonal নববর্ষ ের মিষ্টিিুখ (Nababarsha’r Mistimukh) trade program. The findings affirm that data-driven approaches to trade marketing are not merely supplementary, rather they are central to directing sustainable, measurable sales growth at STL.