Developing and Managing marketing Mix for Hygiene Product line: A Case Study on ACI Consumer Brand
Haque Jony, MD. Anayetul
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The report basically based on the Marketing Mix of ACI Consumer Brand’s Hygiene Product Line. ACI Limited has four SBU’s and ACI Consumer Brand is one them and ACI Consumers Brand produces and markets several products and female hygiene department is one of them. Today women’s are very concerned about their health and skin. For that reason the hygiene industry is expanding day by day. They have several competitors in the market. They compete against them for more coverage areas to maximize the profits. ACI’s Hygiene department needs to develop their marketing mix properly. They have several types of hygiene products in bucket and these are diaper, napkin, silicon nipple and glycerin and many more. There is a huge potential in this industry. ACI’s freedom napkins and Twinkle diapers have a good position in the market. ACI Consumer Brand’s Hygiene department has lack of promotional strategies in rural areas and weak supply chain. Hygiene department also has lack of communication with their retailers. They are new to this industry compared to their competing brands. Such inexperience was reflected in the inept marketing mix decisions in some areas. I have come up with some recommendations for the purpose of improving their performance in some identified areas. They can improve their marketing mix decisions, particularly in the area of promotional management and distribution management.
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