Internship Presentation

Internship Supervisor:SYED MAHMUDUR RAHMAN

Senior Lecturer of MIS & e-CommerceBRAC Business Schoolsyed.mahmud@bracu.ac.bd

Prepared by:MUSTAFA RAFID

ID: 12104047rafidmustafa@gmail.com

Topic

Antiseptic & Personal Care Products of ACI Limited: An Analysis of Consumer Behavior

Company BriefACI Limited

Company Brief Advanced Chemical Industries (ACI) Limited: Leading Domestic Company

Consumer Brands initiated in 1995 with two major brands of the company – ACI Aerosol and Savlon

Main Office: Nina Kabbo, Tejgaon Industrial Area

Executive Director: Mr. Syed Alamgir

Antiseptic & Personal Care Products

Segmented in four major products

Savlon Antiseptic Bar SoapSavlon Antiseptic Hand Wash1 2

Savlon Liquid Antiseptic3 Savlon Antiseptic Cream4

Job ResponsibilitiesInternship Job Descriptions

Facts

Five days every week.

Starting time 8.30 am, Ending time 6 pm

Both Indoor & outdoor activities

Job Responsibilities

Maintaining internal and external communication

Visiting markets

Conducting consumer surveys

Monitoring activation programs

Preparing reports and presentations

Job ResponsibilitiesMaintaining internal and external communication

Communicate with Product Brand Manager and Executives

Communicate with Sales Representatives

Communicate with Agencies

Communicate with NGO’s

Job ResponsibilitiesVisiting Markets

Product purchase

Information search

Job ResponsibilitiesConducting Consumer surveys

Prepare Survey Questionnaires

Visit Places

Collect Data

Perform Analysis

Job ResponsibilitiesMonitoring Activation programs

Pre event preparations

In event activities

Post event tasks

Job ResponsibilitiesPreparing reports & presentations

Daily basis

Specific occasion based

Product based

Observations

Nice & Friendly work environment

Challenging tasks

Wonderful Office premises

Hardworking & Dedicated workforce

Consumer Behavior AnalysisExisting & Potential Consumers

Consumer Behavior Analysis

“Unilever” has a permanent impact on consumer’s mind and influences their purchasing behavior

Care about Lifebuoy because of its strong communication strategies

Consider Savlon as an independent entity and are influenced by its individual image. They hardly

know that ACI is the company producing Savlon

Use Hand Wash product for its “Germ Protection” feature

Availability of the products is the most important factor for the channel customers

Soap is still considered as a major alternative among the consumers

Hand Wash Products

Hand Wash Products

Lifebuoy Hand Wash

Savlon Hand Wash

Dettol Hand Wash

Sepnil Hand Wash

Consumer Behavior Analysis

Demand for the bar soap is shifted around Unilever’s products Care about Lifebuoy because of its

strong communication strategies

Do not prefer Savlon Bar Soap in terms of consumption Use Hand Wash product for its “Germ

Protection” feature

Skin care and fragrance is very important feature

Bar Soap Products

Bar Soap Products

Lifebuoy Bar Soap

Dettol Bar Soap

Savlon Bar Soap

Consumer Behavior Analysis

Savlon has strong brand image among the consumers

56 ml SKU of Savlon antiseptic liquid the most for domestic usage

Antiseptic liquid is used as a floor cleaning material in many households

“Povisep” is in an emerging situation

Consumption purpose is getting changed as they are preferring to use Savlon antiseptic liquid

more for its strong cleansing feature regardless of its smell or price

Liquid Antiseptic Products

Liquid Antiseptic Products

Savlon Liquid Antiseptic Dettol Liquid Antiseptic

RecommendationOverall

Recommendation

Bring more product variations

Establish strong communication medium

Unique consumer and trade offers

Increase consumer involvement

Rebranding campaigns

Operating separate website

Market Research

Advertising Separate Website

RecommendationFor separate products

Recommendation

Customer awareness should be created among rural customer segment to useHand Wash

Savlon should come up with a jingle to create permanent positioning like Lifebuoy

Hand Wash Products

Recommendation

Savlon needs to promote their Bar Soap products massively with adequate offers for grabbing

consumers’ attention

Bar Soap Products

Recommendation

Improve delivery force

Liquid Antiseptic Products

Conclusion

Reference

• https://www.aci-bd.com/

• https://www.google.com/adwords/

• https://chaldal.com/

• http://www.dettol.com.bd/products/search/41812-Hand%20Sanitiser/

• http://www.unilever.com.bd/our-brands/detail/Lifebuoy/365776/