Strategic Brand Management of ACI Sandal Soap
Malik, Jerin Jahan
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The report is basically based on the “Strategic Brand Management of Sandal Soap”. ACI Limited has four SBU’s and ACI Consumer Brand is one of them and ACI Consumers Brand produces and markets several products and female Beauty department is one of them. Today women are very concerned about their health and skin. For that reason, the Beauty 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 Beauty department needs to develop their marketing mix properly. There is a huge potential in this industry. ACI Consumer Brand’s Beauty department has lack of promotional strategies in rural areas and weak supply chain. Beauty department also has lack of communication with their retailers. They can improve their marketing mix decisions in the years to come. This report is prepared by my three months job responsibilities as an Intern. They are new to his industry compare than their competitors. So they have some lacking in their marketing mix. In the later part, I also have some recommendations for the purpose of improving their performance.
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