Evaluation of Value Chain Effectiveness & Competitive Market Analysis: A Case study on Savlon Antiseptic

Abstract

Advanced Chemical Industries Limited (ACI Limited), one of the leading companies of Bangladesh at present, was recognized in 1992 though it started its journey under the name of Imperial Chemical Industries in 1968. ACI limited has 6 Strategic Business Units & Joint Ventures along with numerous Subsidiaries. Among the SBUs, Consumer Brands is holding 2nd position for sales contribution. The Consumer Brands Division boasts in having an unequivocal presence in consumers' heart with the market leading brands like ACI Aerosol, Savlon, ACI Mosquito Coil & ACI Pure Spices and Flour. ACI Consumer Brands was originated in 1995 with two chief brands of the company ACI Aerosol and Savlon. Those two are the most prominent products which are market leading product. Throughout my internship period I was working for Evaluation of Value Chain Effectiveness for & Competitive Market Analysis of Hygiene product, Savlon. For that reason, I had to Analyze the business Company Overviews, Business Types, Business running Procedure, Competitors, Marketing Polices & also visit many saloons to identify the competitors of Savon, current market situation, monthly sales, leadership position, and actual market share and customers perception about Savlon.

Including twelve different place of Dhaka I have conducted a survey on saloons in five other districts. We got questionnaires from our supervisor for my survey both Dhaka and outside (outside of Dhaka covered by another group Members). I had little additional learning form the survey report of outside Dhaka, example: how to collect order, how to influence customers for buying product, push marketing theory, management process of a sales representative and current position of competitors. In addition, I tried to know about the customer’s opinion and how do they feel about savlon to supervise the brand.

In my internship period I was trying my level best to full fill my work and covered my topics. ACI received some imperative information from my findings and based on those they have taken many important decisions to manage Savlon brand in competitive market. I fell very much lucky because I can accomplish my internship with ACI and they are giving precedence to my findings, as a result I can clearly see the result of my work within a short period. All types of Observation, findings, interpretation, and suggestion I explain ornately in my report to give a perfect shape and also appendix part for making it more authentic.