Internship Report On Savlon -Compiled-

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Letter of Transmittal
24th
November, 2015
Syed Mahmudur Rahman
Senior Lecturer
BRAC Business School (BBS)
BRAC University
66 Mohakhali
Dhaka 1212
Re: Submission of Internship Report on “Antiseptic & Personal Care Products of ACI Limited:
An Analysis of Consumer Behavior”.
Dear Sir,
Respectfully, I want to say that I am very glad for having this opportunity to prepare and present
the internship report which is on “Consumer behavior analysis regarding antiseptic & personal
care products of ACI Limited” to complete the BUS 400 course as a completion of my
Bachelor’s degree. It has been a tremendous experience for me while doing the internship
program as well as completing the report with practical contents.
The internal content of this report is based on consumer behavior analysis of Savlon’s product
which was performed by me as a part of the ‘consumer brands’ team of ACI Limited. I want to
show my gratitude to you for your encouragement, effective guidelines and support. Lastly, it is
a matter of great joy for me to present this report to you.
Sincerely Yours,
Mustafa Rafid
ID- 12104047

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Acknowledgement
Firstly, I solemnly thank the Almighty for everything. I would like to express my cordial
gratitude to those who helped me every time during the completion process of my internship
report on “ACI Limited”.
Most importantly, I am very grateful and like to thank my honorable faculty Mr.Syed
Mahmudur Rahman, Senior Lecturer of BRAC Business School, BRAC University, for
providing me every necessary instructions and guiding me from start to end.
I would like to thank Mr. Rezwan Ullah Khan, Assistant Brand Manager, Mr. Sajid Kayser
and Mr. Shafee Ul Haque, product executives of Savlon, for supervising me and assigning me
such organizational and marketing tasks which created a great learning scope for me. I would
also thank all my colleagues of ACI Limited for helping me in different situations.
Lastly, I am thankful to my parents and younger sister for their mental supports and my dearest
friend Mr. Abdul Mumeet for his inspiring behavior towards me.
I likewise apologize healthily for any overlooked name whose commitment was additionally
correlative for any conceivable angle.

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Executive Summary
ACI Limited is one of the most leading FMCG’s of Bangladesh whereas Savlon is their one of
the most successful brands which consists of antiseptic and personal care products. On the other
part, consumer is the most important stakeholder for such business. As a matter of fact, the word
FMCG stands for ‘Fast Moving Consumer Goods’ which indicates that the brand Savlon itself is
a principal consumer brand consisting of different consumer groups. As consumers are so much
important for the operation of Savlon’s profit earnings, it is must for the company to involve the
consumer groups in their planning process while structuring their product design and offers.
Furthermore, the best way to involve consumers is to take their opinion about the brand, product,
offer etc through surveys and then using that information while formulating business strategies.
During the consumer survey demographic segmentation was done; consumer groups based on
gender, occupation, location was taken under consideration. In addition to it, consumers’
opinions regarding competitors’ brands were also noted for further observation. All these
information will also help the company to identify if any gap is present in the company’s
process.
In the whole survey process, I was the person who was assigned to conducting the surveys.
Some, questionnaires were prepared by me and some were given to me. I visited different
locations and completed every surveys by ensuring active participation of the interviewee.
With all the information and findings from Survey, adequate situation analysis was done in terms
of Savlon’s current position in different product lines which fall under the antiseptic and personal
care segment. Suggestions were provided at the end of this report for the betterment of the brand
in future.

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Table of Contents
Introduction:..............................................................................................................................................1
Objective of the Internship Program:........................................................................................................2
Methodology:............................................................................................................................................2
Scopes:......................................................................................................................................................3
Limitations:...............................................................................................................................................3
Consumer Segmentation:..........................................................................................................................3
Sampling Process:.....................................................................................................................................3
Chapter 1: Overview of ACI Limited .......................................................................................................4
The Company –.....................................................................................................................................4
Name.....................................................................................................................................................5
Logo......................................................................................................................................................5
Mission..................................................................................................................................................5
Vision....................................................................................................................................................6
Values ...................................................................................................................................................6
History...................................................................................................................................................7
Company Profile-..................................................................................................................................7
Support Activities-................................................................................................................................9
Strategic Business Units- ......................................................................................................................9
Subsidiaries and Joint Ventures-.........................................................................................................10
Antiseptic & Personal Care Brand-.....................................................................................................11
Chapter 2: Job Description and Responsibilities ....................................................................................16
JobDetail-............................................................................................................................................16
Job Responsibilities-...........................................................................................................................16
Practical learning while performing job- ............................................................................................20
Observations .......................................................................................................................................22
Chapter 3: Consumer Behavior...............................................................................................................23
Inception-............................................................................................................................................23
Understanding Consumer Behavior....................................................................................................24
Factors influencing consumer behavior-.............................................................................................25
Nature of Consumer Behavior: ...........................................................................................................31
Chapter 4: Analysis.................................................................................................................................34
Consumer Behavior Analysis: Savlon Antiseptic Hand Wash ...........................................................34

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Consumer Behavior Analysis: Savlon Bar Soap.................................................................................48
Consumer Behavior Analysis: Savlon Liquid Antiseptic ...................................................................59
Chapter 5: Action....................................................................................................................................66
Chapter 6: Recommendation...................................................................................................................75
Chapter 7: Conclusion.............................................................................................................................78
Chapter 8: Reference...............................................................................................................................79
Appendix.................................................................................................................................................80
Appendix A:........................................................................................................................................80
Appendix B:........................................................................................................................................82

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TABLE OF IMAGES
FIGURE 1:ACI CENTER (MAIN OFFICE OF ACI LIMITED)................................................................................................4
FIGURE 2:FORMULATION OFFICE OF ACI LIMITED .........................................................................................................4
FIGURE 3: LOGO OF ACI LIMITED. .................................................................................................................................5
FIGURE 4: DIAGRAM MENTIONING THE SUPPORT ACTIVITIES OF ACI LIMITED...............................................................9
FIGURE 5: ANTISEPTIC AND PERSONAL CARE PRODUCTS OF ACI LIMITED. .................................................................11
FIGURE 6: DIAGRAM OF SAVLON’S AVAILABLE PRODUCTS WITH THEIR STOCK KEEPING UNITS...................................12
FIGURE 7: SAVLON ANTISEPTIC CREAM.......................................................................................................................13
FIGURE 8: SAVLON LIQUID ANTISEPTIC. ......................................................................................................................13
FIGURE 9: SAVLON ANTISEPTIC SOAPS. .......................................................................................................................14
FIGURE 10: SAVLON ANTISEPTIC HAND WASH. ...........................................................................................................15
FIGURE 11: VISITING MARKETS AS REPRESENTATIVE OF SAVLON. ...............................................................................17
FIGURE 12: MONITORING THE RALLY ON INTERNATIONAL HAND WASHING DAY. ......................................................18
FIGURE 13: MAIN EVENT SPONSORED BY SAVLON ON INTERNATIONAL HAND WASHING DAY....................................18
FIGURE 14: MONITORING THE EVENT ON INTERNATIONAL HAND WASHING DAY........................................................19
FIGURE 15: MONITORING HOME SCIENCE COMPETITION IN BAF SHAHEEN SCHOOL & COLLEGE SPONSORED BY
SAVLON...............................................................................................................................................................19
FIGURE 16: GONDOLA MARKETING OF SAVLON IN AGORA..........................................................................................20
FIGURE 17: DIAGRAM REGARDING THE PROCESS OF UNDERSTANDING CONSUMER BEHAVIOR. ...................................21
FIGURE 18: CUSTOMER OFFER PROVIDED BY SAVLON..................................................................................................21
FIGURE 19: IMPORTANCE OF CUSTOMERS.....................................................................................................................23
FIGURE 20: THEME (CONSUMER BEHAVIOR)................................................................................................................24
FIGURE 21: FACTORS INFLUENCING CONSUMER BEHAVIOR..........................................................................................25
FIGURE 22: PRODUCT IMAGE OF LIQUID HAND WASH AMONG THE CONSUMERS.........................................................37
FIGURE 23: USAGE PERIOD OF HAND WASH PRODUCTS. .............................................................................................38
FIGURE 24: USAGE FREQUENCY...................................................................................................................................38
FIGURE 25: BRAND PREFERENCE OF HAND WASH PRODUCT........................................................................................39
FIGURE 26: REASONS FOR BRAND PREFERENCE...........................................................................................................40
FIGURE 27: CURRENT BRAND PERIOD..........................................................................................................................40
FIGURE 28: PREFERABLE HAND WASH FEATURE. .......................................................................................................41
FIGURE 29: REFERENCE POINT OF USING HAND WASH.................................................................................................42
FIGURE 30: INFORMATION SOURCE FOR KNOWING ABOUT HAND WASH BRANDS........................................................42
FIGURE 31: KNOWLEDGE ABOUT THE ALTERNATIVE OF HAND WASH PRODUCTS........................................................43
FIGURE 32: PREFERS THE ALTERNATIVE OF HAND WASH............................................................................................43
FIGURE 33: REASONS OF PREFERRING THE ALTERNATIVE OF HAND WASH WITH FREQUENCIES OF CONSUMERS.........44
FIGURE 34: REASONS OF NOT PREFERRING THE ALTERNATIVE OF HAND WASH WITH FREQUENCIES OF CONSUMERS.44
FIGURE 35: PRICE SENSITIVITY WHILE PURCHASING ANY HAND WASH PRODUCT.......................................................45
FIGURE 36: ENCOURAGING OTHERS TO PURCHASE HAND WASH..................................................................................45
FIGURE 37: AGE RANGE OF BAR SOAP CONSUMERS.....................................................................................................50
FIGURE 38: OCCUPATIONS OF BAR SOAP CONSUMERS.................................................................................................51
FIGURE 39: BRAND PREFERENCE OF BAR SOAP CONSUMERS.......................................................................................52
FIGURE 40: REASONS FOR BRAND PREFERENCE OF BAR SOAP.....................................................................................52
FIGURE 41: FREQUENCY OF BAR SOAP PURCHASE.......................................................................................................53
FIGURE 42: - MOST PURCHASED BAR SOAP SIZE..........................................................................................................53
FIGURE 43: MOST PURCHASED QUANTITY OF BAR SOAP IN EACH ENCOUNTER............................................................53
FIGURE 44: USAGE FREQUENCY OF BAR SOAP.............................................................................................................54
FIGURE 45: REFERENCE POINT WHILE PURCHASING BAR SOAP. ...................................................................................54
FIGURE 46: CONSUMERS WHO EVER PURCHASED SAVLON BAR SOAP..........................................................................55
FIGURE 47: CONSUMERS WHO PURCHASED SAVLON BAR SOAP IN LAST THREE MONTHS.............................................55

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FIGURE 48: CONSUMERS WHO FACED PROBLEMS IN SAVLON BAR SOAP......................................................................56
FIGURE 49: AVAILABILITY OF SAVLON BAR SOAP IN CONSUMERS’ NEAREST SHOPS....................................................56
FIGURE 50: RECALLING ADVERTISEMENTS OF SAVLON BAR SOAP BY CONSUMERS.....................................................56
FIGURE 51: COMMUNICATION MEDIAS OF SAVLON BAR SOAPS ADVERTISEMENT VIEWED BY THE CONSUMERS. ........57
FIGURE 52: STOCK SITUATION OF LIQUID ANTISEPTIC PRODUCTS IN PHARMACIES.....................................................60
FIGURE 53: BASIS OF PURCHASE IN CASE OF LIQUID ANTISEPTIC PRODUCTS IN PHARMACIES.....................................61
FIGURE 54: PURCHASE GROUP OF LIQUID ANTISEPTIC PRODUCTS FROM PHARMACIES. ..............................................62
FIGURE 55: HOSPITAL AS PURCHASE GROUP OF LIQUID ANTISEPTIC PRODUCTS FROM PHARMACIES. .........................63
FIGURE 56: RECENT SAVLON HAND WASH TVC. .......................................................................................................66
FIGURE 57: RECENT SAVLON HAND WASH TVC (SHOWING KID AS THE MAIN INFLUENCER OF THIS PRODUCT). ........67
FIGURE 58: SAVLON BAR SOAP TVC. ..........................................................................................................................68
FIGURE 59: SAVLON LIQUID ANTISEPTIC TVC.............................................................................................................69
FIGURE 60: SAVLON SPORTS SOAP TVC. ....................................................................................................................69
FIGURE 61: SAVLON’S ADVERTISEMENT IN NEWSPAPER..............................................................................................70
FIGURE 62: SAVLON LIQUID ANTISEPTIC’S ADVERTISEMENT IN NEWSPAPER DURING EID. ..........................................70
FIGURE 63: GONDOLA MARKETING OF SAVLON LIQUID ANTISEPTIC IN AGORA.........................................................71
FIGURE 64: FREE PENCIL BOX WITH SAVLON ANTISEPTIC HAND WASH......................................................................72
FIGURE 65: DEMONSTRATING 6 STEPS OF WASHING HANDS IN AN EVENT SPONSORED BY SAVLON. ............................73
FIGURE 66: FACEBOOK PAGE OF SAVLON BANGLADESH..............................................................................................74
FIGURE 67: SELECTING ONLINE PLACEMENTS IN GOOGLE ADWORDS..........................................................................76
FIGURE 68: SOME ADVERTISEMENT IDEAS FOR SAVLON’S POTENTIAL WEBSITE IN ONLINE PORTALS. .........................77
FIGURE 69: ACI LIMITED’S OFFICIAL WEBSITE............................................................................................................82
FIGURE 70: ACI LIMITED’S CONSUMER BRAND’S CONTRIBUTION IN TOTAL SALES IN THE YEAR OF 2013...................83
FIGURE 71: STRATEGIC BUSINESS UNITS OF ACI LIMITED AS WELL AS SAVLON’S PLACEMENT IN THE CATEGORY. ....83
FIGURE 72: PHOTO OF BOARD OF DIRECTORS OF ACI LIMITED. ..................................................................................84
FIGURE 73: ORGANOGRAM OF ACI’S CONSUMER BRAND DIVISION. ...........................................................................85
FIGURE 74: FIVE YEARS SALES TREND OF SAVLON’S ANTISEPTIC PRODUCTS..............................................................86
FIGURE 75: DISTRIBUTION CHANNELS AND FLOW OF SAVLON’S PRODUCT..................................................................86
FIGURE 76: CONSUMER SURVEY QUESTIONNAIRE FOR BAR SOAP. ..............................................................................93
FIGURE 77: CONDUCTING CONSUMER SURVEY ON LIQUID ANTISEPTIC IN PHARMACIES. ...........................................94
FIGURE 78: CONDUCTING CONSUMER SURVEY IN DIFFERENT SUPER SHOPS...............................................................94
FIGURE 79: ACTIVATION PROGRAM OF SAVLON..........................................................................................................94
FIGURE 80: DETTOL’S (COMPETITOR) CONSUMER OFFERS .........................................................................................94
FIGURE 81: LIFEBUOY’S (COMPETITOR) FACEBOOK PAGE ...........................................................................................94
FIGURE 82: DETTOL’S (COMPETITOR) FACEBOOK PAGE .............................................................................................94
FIGURE 83: PRICE LIST OF CHALDAL.COM...................................................................................................................94
FIGURE 84: PROMOTIONAL ACTIVITY & TRADE OFFER OF LIFEBUOY FOR THE SHOP...................................................94
FIGURE 85: PRODUCT OFFERINGS OF DETTOL (COMPETITOR) ......................................................................................94
FIGURE 86: PRODUCT OFFERINGS OF LIFEBUOY (COMPETITOR)..................................................................................94
FIGURE 87: SEARCHING HAND WASH PRODUCT IN GOOGLE. ......................................................................................94

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Internship Report on Antiseptic & Personal Care Products of ACI Limited | 2015
Introduction:
As per as the academic regulation of BRAC University, every students of BBA (Bachelor of
Business Administration) must undergo the “Internship Program” under an organization to
pursue their BBA degree. This program is a four credit course named as ‘BUS 400’ and duration
is three months or twelve active weeks. The main purpose of it is to enable the students to get
practical knowledge and gain experience in terms of working in a professional environment as
well as dealing with practical works. Generally, these tasks are appointed to the students based
on their major or minor concentration area. The organization where I did my internship is ACI
Limited which is a leading FMCG company of Bangladesh. I got the chance to work in the
‘Consumer Brands’ division of that company as my major is Marketing. As an intern of ACI,
specific tasks were given to me that helped to increase my learning and use those in my
internship report later on. Savlon is the specific department based on which all my daily
organizational activities were designed. It was a great matter of enjoyment whenever I fulfilled
my responsibilities and got appreciated by ACI Limited. The company paid a fixed honorary
amount to the interns as a monthly salary basis. I joined ACI on 25th
August of 2015 and my
internship period ended on 27th
November of 2015.It was a massive experience to work as an
intern in a company like ACI Limited.

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Objective of the Internship Program:
The objectives of the internship program can be classified into two kinds; such as-
 Broad Objective
 Specific Objective
Broad Objective:
The broad objective is the one which one exists in the long term output basis during the whole
internship period. As a fact, the broad objective in this case is to get in touch with professional
scenario closely and earn practical idea along with using proper knowledge from related major
concentration.
Specific Objective:
Except for the broad objective, there are several specific objectives. Moreover, the completion of
this report will manage to fulfill these objectives to a greater extent. The following objectives
are:
 To complete the BUS 400 course to finish the BBA curriculum.
 To learn in detail about the consumer brand of ACI Limited.
 To know the process of live customer interaction.
 To practice convincing skills with the clients of the company.
Methodology:
Different methods which I used while establishing and doing the analysis parts of this report are
mentioned below,
Primary Source:
In most of the cases I extracted the information from primary source which is from the
consumers. I conducted several consumer surveys and noted down the information that I got
from them. In addition to it, I also conduct surveys in shops and pharmacies and extracted
information from there.

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Secondary Source:
In some events, I used secondary source and took data from there; such as- websites, Savlon’s
previous reports etc.
Scopes:
Appropriate information and analysis of Savlon as well as its competitors in different product
segments are mentioned in this report which can be a great scope for Savlon to use the findings
in their favor.
Limitations:
There are few limitations while preparing this report; they are-
 Confidentiality issues of some information.
 Reluctant behavior of some consumers while taking interview of them.
Consumer Segmentation:
Before conducting survey on the consumers they were segmented in demographic basis; such as-
by location, age, gender, occupation etc. While taking survey on the shops or pharmacies which
are basically the channel customer, the segmentation was done based on their locations.
Sampling Process:
The sampling process of the subjects was ‘Stratified Random Sampling’ because the survey
population was divided into several strata and then random sampling was done on the strata.

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Figure 1:ACI Center (Main office of ACI Limited).
Figure 2:Formulation office of ACI Limited
Chapter 1: Overview of ACI Limited
The Company –
Bangladesh is a country which is small in size, large in population and emerging in economy
and ACI Limited is one of the most recognized corporate names of this country as well as the
economy. This company is one of the local giants in the business scenario of Bangladesh.
The company’s existence is evident in many various industrial sectors of this country. In
addition, ACI Limited plays an important role as a contributor to national economy. On the
other hand, they have left their footstep in international platforms also through investments,
joint ventures and brand affiliations. Their production criteria are way too much wide and so
the involvement of workforce is accordingly huge. International Standards on Quality
Management System is strongly followed by ACI with a view to ensuring consistent quality
of products and services to achieve customer satisfaction and trust.They meet all national
regulatory requirements which is related to their current businesses and claim that current
Good Manufacturing Practices (cGMP) as per as World Health Organization’s
recommendation is effectively followed by them. ACI has been accepted as a Founding
Member of the Community of Global Growth Companies by the World Economic Forum
which is the most prestigious business networking organization.
Source: https://www.aci-bd.com/

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Name-
ACI Limited stands for the name “Advanced Chemical Industries Limited” which refers that
their journey actually started through doing business of pharmaceutical goods. Later on they
spread different brunches of product lines within their operation.
Logo-
The logo of ACI Limited is very attractive and green in color. Moreover, there are waves
pictured in the logo.
Figure 3: Logo of ACI Limited.
Mission-
ACI’s mission is to enrich the quality of life of people through responsible application of
knowledge, skills and technology. ACI is committed to the pursuit of excellence through world-
class products, innovative processes and empowered employees to provide the highest level of
satisfaction to its customers.
Source: https://www.aci-bd.com/mission-vision.php

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Vision-
To achieve the mission ACI will,
 Endeavor to attain a position of leadership in each category of its businesses.
 Attain a high level of productivity in all its operations through effective and efficient use
of resources, adoption of appropriate technology and alignment with our core
competencies.
 Develop its employees by encouraging empowerment and rewarding innovation.
 Promote an environment for learning and personal growth of its employees.
 Provide products and services of high and consistent quality, ensuring value for money to
its customers.
 Encourage and assist in the qualitative improvement of the services of its suppliers and
distributors.
 Establish harmonious relationship with the community and promote greater
environmental responsibility within its sphere of influence
Values-
The core values of ACI are,
 Quality
 Customer Focus
 Fairness
 Transparency
 Continuous Improvement
 Innovation
All the functions and activities of ACI Limited are based on these values.

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History-
ACI Limited holds glorified background history to their company portfolio.Mr. M. Anis Ud
Dowla and Dr. Arif Dowla are the key persons responsible for this triumphant history. ACI
might have been secured those subsidiaries about majestic compound commercial enterprises
(ICI) in that point of East Pakistan on 1968. Then afterward freedom the organization got
consolidated in Bangladesh on 24th
January of 1973 in the name of ICI Bangladesh
Manufacturers Limited which was also been announced as public limited company at that
time. The company got enlisted with Dhaka Stock Exchange on 28th
December of 1976.
Furthermore, the shares of the organization got posted for Dhaka Stock Exchange since 9th
March of 1992. The company was renamed as Advanced Chemical Industries Limited (ACI
Limited) on 5 May 1992.It was enlisted with Chittagong Stock Exchange on 22 October
1995.
Source:https://www.aci-bd.com/corporate.php
Company Profile-
The whole company profile is mentioned below,
Company Name Advanced Chemical Industries Limited
Nature of Business Manufacturing, Processing, Retail, Service
Managing Director Dr. Arif Dowla
Address ACI Center, 245 Tejgaon Industrial Area,
Dhaka 1208
Phone 880 2 887 8603
Fax 880 2 8878619 & 8878626
Email info@aci-bd.com

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The management committee:
Dr. Arif Dowla Managing Director
Dr. F H Ansarey Executive Director, Agribusinesses
Mr. Syed Alamgir Executive Director, Consumer Brands
Mr. M. MohibuzZaman Chief Operating Officer, Pharmaceuticals
Mr. PradipKar Chowdhury Executive Director, Finance and Planning
Mr. SabbirHasan Nasir Executive Director, Logistics
Mr. PriyatoshDatta Director, Quality Assurance, Pharma
Mr. AbdusSadeque Director, Marketing & Sales, Pharma
Ms. Sheema Abed Rahman Director, Corporate Affairs
Mr. Md. Monir Hossain Khan Financial Controller
Mr. Imam Ahmed Istiak Director, Operations, Pharma
The board of directors:
Mr. M. Anis Ud Dowla Chairman
Dr. Arif Dowla Managing Director
Mr. Waliur Rahman Bhuiyan,OBE Director
Mr. GolamMainuddin Director
Mr. Md. Fayekuzzaman Director
Mrs. Najma Dowla Director
Ms. Shusmita Anis Director
Mr. Abdul-Muyeed Chowdhury Director
Mr. Juned Ahmed Choudhury Director
Ms. Sheema Abed Rahman Director
Source: https://www.aci-bd.com/corporate.php

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Support Activities-
Practically, the joint ventures and strategic business units are operated by their own way but
the principal control is in the hand of ACI Center. ACI Center (Headquarter) is exclusively in
charge of HR, Financing and Planning, and Commercial exercises, Training, Distribution and
MIS. To run the everyday operations, the assisting functions fall under a key segment.
Figure 4: Diagram mentioning the support activities of ACI Limited.
Strategic Business Units-
The current strategic business units of ACI Limited are,
 Pharmaceuticals
 Consumer Brands & Commodity Products
 Retail Chain
 Agribusinesses:
o Crop Care Public Health
o Animal Health
o Fertilizer
o Motors
o Cropex&Seeds
Human
Resources
Financing &
Planning
Disribution
Commercial
Department
Training

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Different production lines and maintenance are been already established in ACI according to
the characteristics and trends of different business units.
Subsidiaries and Joint Ventures-
The current subsidiaries of ACI Limited are,
 ACI Formulations Limited
 ACI Logistics Limited
 ACI Pure Flour Limited
 ACI Foods Limited
 ACI Salt Limited
 ACI Motors Limited
 Creative Communication Limited
 Premiaflex Plastics Limited
 ACI Agrochemicals Limited
 Flyban Insecticides Limited
 Apex Leather Crafts Limited
 ACI Edible Oils Limited
 ACI Healthcare Limited
 ACI Chemicals Limited
The existing joint ventures of ACI Limited are,
 ACI Godrej Agrovet Private Limited
 Tetley ACI (Bangladesh) Limited
 Asian Consumer Care (Pvt) Limited
Source: https://www.aci-bd.com/corporate.php

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Antiseptic & Personal Care Brand-
This report is regarding the antiseptic and personal care products of ACI and Savlon is the
concerned brand in this matter from the inception of this company. Savlon is one of the most
known and appreciated brands in the area of personal hygiene all around the world. This
name is a common entity in the households of this country and developed each day to keep
Bangladesh germ free. As a fact, their continuous innovation process is still going on for this
purpose.
Figure 5: Antiseptic and Personal Care products of ACI Limited.
Source: https://www.aci-bd.com/Antiseptic_Personal_Care.php

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The available and offered products of Savlon are showed below through a diagram,
Figure 6: Diagram of Savlon’s available products with their Stock keeping units.
Antiseptic Range:
ACI's Flagship brands Savlon has two classes in its sterile extent the Antiseptic creams and the
Liquid Antiseptics. In both classifications it's the undisputed business sector pioneer, holding
72% and 75% pieces of the pie in separate fragments. As the opposition slacks furlongs
afterward the germ-free range is still not going to give any progress to anybody, as it steps to
make the general population of Bangladesh germ free.
Savlon
Antiseptic
Range
Antiseptic
Cream
30 gram
60gram
Liquid
Antiseptics
56 ml
112 ml
500 ml
1 L
5L
Personal Care
Antiseptic
Soap
Active,Mild,Fresh
75 gram
100 gram
Antiseptic
Hand Wash
Active,Aloe
Vera,Ocean Blue
200 ml,250 ml, 500
ml, 1 L

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Figure 7: Savlon Antiseptic Cream.
Figure 8: Savlon Liquid Antiseptic.
Antiseptic Cream:
Savlon Antiseptic Cream consolidates germ-slaughtering power and dependable insurance in a
calming cream. Planned to treat cuts, scratches, rankles, brushes, bug nibbles, windburn,
sunburn, nappy rash or even split and irritated skin. Calms skin and ensures against
contaminations.It has 2 particular SKUs in this section the 30g and 60g tubes. Both of which are
enormously mainstream among its clients.
Liquid Antiseptic:
Regardless of the fact that it's only a scratch on the knee or a creepy crawly chomp, cleaning an
injury legitimately is fundamental to dodge the danger of disease. With a jug of Savlon
Antiseptic Liquid in the house, it couldn't be less demanding. As a result of its disinfectant
activity, it secures your family by delicately purging and counteracting contamination. Use
Savlon Antiseptic Liquid on cuts and touches, creepy crawly chomps and stings, minor smolders
and singes - notwithstanding for individual consideration in the shower or for birthing assistance.
It has a sum of 6 SKUs 56ml, 112ml, 500ml, 1Ltr, 5Ltr, HC 5Ltr. Savlon gives such a large
number of SKUs in the Liquid reach to ensure that everybody has a size for each need.
Source:https://www.aci-bd.com/Antiseptic_Personal_Care.php

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Personal Care:
Savlon reach deals with every one of the parts of cleanliness of a crew. Today "Savlon" has
turned into an image of value and security in individual cleanliness item class. It offers
Antiseptic Soap, Antiseptic Hand Wash and Shower Gel in its Personal Care Range.
Savlon Antiseptic Soap:
For shower time joy and assurance from microorganisms furthermore a push less shower, ACI
Consumer Brands has Savlon Antiseptic Soap in three variations Active, Mild and Fresh
Antiseptic cleanser. Savlon Antiseptic Soap enchants its purchasers through guaranteeing finish
family insurance with these three unique variations. Pack size is accessible in 75 gm and 100 gm
of every variation.
Savlon Antiseptic Hand Wash:
Savlon Hand Wash has effectively made part of energy among purchasers through the alluring
aroma, shading and adequacy. Savlon Active Hand Wash is an one of a kind mix of delicate and
best purging plans that rinses and shields skin from germs. Savlon Ocean Blue is sparkly crisp,
conveying a perfect and crisp feeling as stimulating as a dunk in the sea. Savlon Aloe Vera is
advanced with a light aroma and vibe of Aloe Vera to delicately and completely clean skin
without stripping fundamental dampness.Hand washing with cleanser is a standout amongst the
best approaches to anticipate sicknesses. Savlon Hand wash brings more fervor and joy in
general hand washing routine of buyers by its three unique variations Active, Aloe Vera and
Ocean Blue Hand Wash. Savlon Hand Wash leaves users' skin feeling smooth, delicate and
Figure 9: Savlon Antiseptic Soaps.

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revived along these lines guaranteeing 'a complete family security against germ charmingly.
Pack size is accessible in 200 ml Standy Pouch, 250 ml and 500 ml Dispensing Pump and 1 L
Re-fill of every variation.
Figure 10: Savlon Antiseptic Hand Wash.

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Chapter 2: Job Description and Responsibilities
Job Detail-
I joined ACI Limited as an intern of ‘Consumer Brand’ division on 25th
August of 2015 and
my core working brand was ‘Savlon’.I needed to work for three months under this brand to
complete the internship program. During the internship period I was required to be present at
office at 8.30 am and the end time was 6 pm. I had to deal with different marketing activities
of Savlon and so I learnt to work under pressure. Moreover, I was assigned with several tasks
regarding Savlon’s marketing functions which I had to report on time with a view to bringing
out useful outcomes. I got opportunity work with very talented minds at the office which will
be leave a greater impact on my upcoming professional life.
Job Responsibilities-
I fulfilled different job responsibilities in the internship period. Furthermore, the major duties
I performed last three months are mentioned below,
i. Maintaining internal and external communication,
ii. Visiting markets,
iii. Conducting consumer surveys,
iv. Monitoring activation programs,
v. Preparing reports and presentations
Here I am providing a brief of my major job responsibilities,
Maintaining internal and external communication:
I maintained internal communication with the sales managers and sales representatives of
ACI Limited to disseminate information about product stocks to my manager. On the other hand,
I kept communicating with people from different marketing agencies for promotional purpose of
Savlon.

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Visiting markets:
I frequently visited markets to get the current information about Savlon and competitors both
regarding product price, offers, sales, promotional activities etc. While visiting the markets I
noted down every facts which I got from the shopkeepers. The information was then processed
for further usage.
Conducting consumer surveys:
I conducted many consumer surveys of various consumer groups on different product categories
all around Dhaka city. The information from the consumer surveys were preserved for future
usages and applications.
Monitoring activation programs:
I monitored and worked for several activations programs which facilitate the promotion of the
brand ‘Savlon’ as well as the company. Different tasks were done by me during those programs
and before/after it. Some tasks were related to organizing, some tasks involved preparation and
maintenance.
Figure 11: Visiting markets as representative of Savlon.

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Figure 12: Monitoring the rally on International Hand Washing Day.
Figure 13: Main event sponsored by Savlon on International Hand Washing Day.

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Figure 14: Monitoring the event on International Hand Washing Day.
Figure 15: Monitoring Home Science competition in BAF Shaheen School &
College sponsored by Savlon.

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Preparing reports and presentations:
Reports and presentations were prepared often on different product lines and topics. The
information in the reports was taken from both primary and secondary sources accordingly.
For example, report on promotional activities of Savlon and its competitors.
Practical learning while performing job-
Some marketing terms were evident in the practical scenario to me while doing the jobs of
Savlon. Such as,
Aisle Marketing-
It is basically taking a whole aisle or gondola under control of a particular brand and putting
the products of only that particular brand on that aisle or gondola of a super store for more
visibility and sales.
Figure 16: Gondola Marketing of Savlon in Agora.

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Understanding consumer behavior:
Understanding the consumers’ attitude and behavior regarding vivid brands is one of the
most challenging tasks for a marketer which I practically learnt while performing my job in
ACI Limited.
The three step process regarding understanding the consumer behavior is,
Figure 17: Diagram regarding the process of understanding consumer behavior.
Customer and trade offer:
Customer and trade offer are the special offers provided by the company respectively to
influence push sell, branding etc.
Collecting Data and Information
about Consumers Actions
Extract Insights from
these Data
Use the Insights and
maintain the Consumer
Base
Figure 18: Customer offer
provided by Savlon.

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Observations-
Some observations about the internship experience in ACI Limited are mention below,
 Nice and friendly work environment
 Wonderful office premises
 Lengthy working hours
 Hardworking and dedicated employees

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Chapter 3: Consumer Behavior
Inception-
According to Katherine Barchetti, “Make a customer, not a sale.”
Bill Gates told, “Your most unhappy customers are your greatest source of learning.”
Kevin Stirtz once stated, “Know what your customers want most and what your company does
best. Focus on where those two meet.”
Source:http://www.forbes.com/.
All these above statements from such famous personalities clearly point out exactly the same
idea that signifies the impact of the customers on a particular business. As a matter of concern,
the companies should take necessary steps to identify each and every kinds of customers related
to their business and formulate appropriate strategies based on their demands. The mental
cosmetics of customers’ assume an urgent part in building up an item and an advertising effort
that distinguishes and addresses their needs. In fact Lars Perner who is the assistant clinical
marketing at the University of Southern California said, “Think, feel, reason and select between
different alternatives.” An organization needs to construct client trust in its products after some
time. Client trust is the thing that takes them back to company’s offerings and guarantees long
lasting achievement. Customers like to talk, whether they are discussing an item they appreciated
or an item that left them needing. Verbal exchange has a snowball impact, especially during a
time when quick overall correspondence is normal. Considering customers’ needs amid the
improvement and advancement of an item is not by any means the only approach to accentuate
customer demands. Buyer contemplations after the item has been showcased are imperative too.
Communication with the purchaser after the item has been sold form solid associations with
them as well as offer organizations significant data that will plan more powerful advertising
endeavors later on.
Figure 19: Importance of customers.

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Understanding Consumer Behavior-
The first and foremost purpose of identifying the customer group is to understand their behavior
pattern, actions, feeling, and thought process whenever they encounter certain products or
services. Consumer behavior can be detected as Applied Psychology.
According to Engel, Blackwell, and Mansard, ‘consumer behavior is the actions and decision
processes of people who purchase goods and services for personal consumption’.
According to Louden and Bitta, ‘consumer behavior is the decision process and physical activity,
which individuals engage in when evaluating, acquiring, using or disposing of goods and
services’.
It is the investigation of how an individual, gatherings or associations select, purchase, utilize,
and arrange thoughts, merchandise and services to fulfill their needs and needs. It alludes to the
activities of the buyers in the market place and the hidden thought processes in those
activities. Marketers expect that by understanding what causes the customers to purchase specific
products and services, they will have the capacity to decide—which items are required in the
market, which are out of date, and how best to introduce the products to the buyers. In addition
to it, determining consumer behavior refers to measuring consumer’s expectation, perception and
decision making based on it.
Consumers’ behaviors can be influenced, manipulated through adequate marketing strategies.
Understanding consumer’s behavior is considered as one of the most crucial functions of a
company’s marketing consent. The more diversities and alternatives are available in the market,
the more consumers’ behavior fluctuates from time to time.
Figure 20: Theme (Consumer Behavior)

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Factors influencing consumer behavior-
There are certain factors which inspire consumer behavior directly or indirectly and carry
forward the purchasing or consumption process.
Figure 21: Factors influencing consumer behavior.

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The prime influencing factors are mentioned below in detail,
Cultural Factors:
Culture and societal environment:
Culture is vital with regards to understanding the needs and practices of a person. All through
ones presence will be impacted by ones family, companions, cultural surroundings or society that
will "educate" him values, inclinations and in addition regular practices to their own way of
life. For a brand, it is essential to comprehend and consider the social components inalienable to
every business sector or to every circumstance keeping in mind the end goal to adjust its item
and its advertising technique.
Sub-cultures:
A society is made out of a few sub-cultures in which people can distinguish. Subcultures are
gatherings of individuals who have the same qualities based on a typical ordeal or a comparable
way of life when all is said in done. Subcultures are the nationalities, religions, ethnic gatherings;
age bunches, sexual orientation of the individual, and so forth. The subcultures are regularly
considered by the brands for the division of a business sector with a specific end goal to adjust an
item or a correspondence system to the qualities or the particular needs of this portion. Brands
frequently convey in distinctive ways, here and there even make particular items (now and again
without huge inborn contrast) for the same sort of item keeping in mind the end goal to explicitly
focus on an age gathering, a gender or a particular sub-culture. Customers are typically more
open to products and promotional activities that particularly target them.
Cultural Trends:
Cultural Trends are characterized as gatherings pretty much homogenous and positioned against
one another as indicated by a type of social chain of importance. Regardless of the fact that it's
substantial gatherings, we ordinarily find comparable values, ways of life, hobbies and practices
in people fitting in with the same social class. We regularly expect three general classifications
among social classes: lower class, white collar class and high society. Individuals from diverse
social classes have a tendency to have distinctive yearnings and utilization designs. Variations
coming about because of the distinction in their buying force, however not just. As indicated by a
few analysts, conduct and purchasing propensities would likewise be a method for recognizable
proof and having a place with its social class.

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Social Factors: :
Reference groups and Membership groups:
The participation gatherings of an individual are social gatherings to which he has a place and
which will impact him. The participation gatherings are generally identified with its social root,
age, spot of living arrangement, work, distractions, recreation, etc. The impact level may shift
contingent upon people and gatherings. In any case, are for the most part watched regular
utilization patterns among the individuals from a same group. The comprehension of the
particular elements (mentality, values, way of life, and so on) of every gathering permits brands
to better focus on their publicizing message. More by and large, reference gatherings are
characterized as those that give to the individual a few purposes of correlation pretty much direct
about his conduct, way of life, longings or shopper propensities. They impact the picture that the
individual has of himself and in addition his conduct. Whether it is a participation bunch or a
non-enrollment group. Because the individual can likewise be affected by a gathering to which
he doesn't have a place yet wishes to be a piece of. This is called an optimistic gathering. This
gathering will impact the shopper who, wishing to have a place with this gathering and resemble
its individuals, will attempt to purchase the same items. A few brands have comprehended this
exceptionally well and impart, certainly or not, on the "social advantage" gave by their items.
Inside of a reference gathering that impact the purchaser purchasing conduct, a few parts have
been recognized:
 The initiator: The individual who recommends purchasing an item or administration
 The influencer: The individual whose perspective or guidance will impact the
purchasing choice. It might be a man outside the gathering (artist, competitor, performer,
and so on) yet on which assemble individuals depend on.
 The decision maker: The individual who will pick which item to purchase. When all is
said in done, it's the shopper however now and again it might be someone else. For
instance, the "pioneer" of a soccer supporters' gathering (participation assemble) that will

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characterize, for the entire gathering, which supporter's scarf purchase and bear amid the
following diversion.
 The buyer: The individual who will purchase the item. For the most part, this will be the
final consumer.
Family:
The family is possibly the most impacting element for a person. It frames a domain of
socialization in which an individual will develop, shape his identity, and get values. Be that as it
may, likewise create states of mind and assessments on different subjects, for example,
governmental issues, society, social relations or himself and his desires. But additionally on his
customer propensities, his view of brands and the items he buys. We all kept, for a number of us
and for a few items and brands, the same purchasing propensities and utilization designs that the
ones we had known in our family. Perceptions and family propensities for the most part affect
the buyer purchasing conduct. Individuals will tend to keep the same as those gained with their
families. For brands – particularly for Fast-Moving Consumer Goods (FMCG) or Consumer
Packaged Goods (CPG) – effectively "coordinate" the family is both a genuine test and a chance
to build up an in number customer dedication among all the family members. That’s the reason
it's essential for brands to be seen as a family mark keeping in mind the end goal to wind up a
shopper propensity.
Social Roles and Status:
The position of a person inside of his family, his work, his club, his gathering of companions,
and so on can be characterized as far as part and social status. A social role is an arrangement of
dispositions and exercises that an individual should have and do as per his calling and his
position at work, his position in the family, his sexual orientation, and so on – and desires of the
general population around him. Social status in the interim mirrors the rank and the significance
of this part in the public eye or in social gatherings. Some are more esteemed than others. The
social part and status significantly impacts the purchaser conduct and his acquiring choices.
Particularly for all the "unmistakable" items from other people. Many brands comprehended it by
making a picture connected with their items mirroring a vital social part or status.

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Personal Factors:
Purchasing Power:
The purchasing power of an individual will have, obviously, an unequivocal impact on his
conduct and buying choices in light of his wage and his capital. This clearly influences what he
can bear, his viewpoint on cash and the level of significance of cost in his obtaining choices. In
any case, it likewise assumes a part in the sort of retailers where he goes or the sort of brands he
buys. As for economic wellbeing, a few buyers might likewise search for the "social worth" of
items they purchase with a specific end goal to appear "outside signs" of their salaries and their
level of buying force.
Lifestyle:
The way of life of an individual incorporates the majority of its exercises, intrigues, values and
opinions. The way of life of a customer will impact on his conduct and acquiring choices.
Personality and Self Concept:
Personality is arrangement of qualities and particular attributes of every person. It is the result of
the communication of mental and physiological qualities of the individual and results in
consistent behaviors. It appears into a few characteristics, for example, certainty, amiability,
independence, charm, desire, openness to others, modesty, interest, flexibility, etc. While the
self-idea is the picture that the individual has – or might want to have – of him and he passes on
to his escort. These two ideas significantly impact the person in his decisions and his method for
being in regular life. What's more, accordingly additionally his shopping conduct and buying
propensities as consumer. In request to draw in more clients, numerous brands are attempting to
build up a picture and an identity that passes on the qualities and qualities -genuine or coveted –
of buyers they are targeting.

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Psychological Factors:
Motivation:
Motivation is the thing that will drive customers to build up an acquiring conduct. It is the
statement of a need is which got to be squeezing enough to lead the shopper to need to fulfill it.
It is typically working at a subliminal level and is regularly hard to quantify. Motivation is
specifically identified with the need and is communicated in the same kind of characterization as
characterized in the phases of the customer buying behavior process. To expand deals and urge
shoppers to buy, brands ought to attempt to make, make cognizant or strengthen a need in the
purchaser's brain with the goal that he adds to a purchase influence. He will be a great deal
keener on considering and purchase their items. They should likewise, as indicated by
examination, the kind of product they offer and the shoppers they target, select the motivation
and the need to which their item react with a specific end goal to make them show up as the
answer for the customers' need.
Perception:
Perception is the procedure through which an individual chooses, arranges and translates the data
he gets with a specific end goal to accomplish something that bodes well. The impression of a
circumstance at a given time may choose if and how the individual will act. Depending to his
encounters, convictions and individual qualities, an individual will have an alternate perception
from another. Each individual faces each day a huge number of tangible jolts (visual, sound-
related, kinesthetic, olfactory and gustatory). It would be outlandish for the cerebrum to prepare
all deliberately. That is the reason it concentrates just on some of them.
Learning:
Learning is acquiring activity. When we act, we learn. It infers an adjustment in the conduct
coming about because of the experience. The learning changes the conduct of a person as he gets
data and experience.
Beliefs and Attitudes:
A belief is a conviction that an individual has on something. Through the experience he procures,
his learning and his outside impacts (family, companions, and so on), he will create beliefs that

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will impact his purchasing behavior .While an attitude can be characterized as an inclination, an
appraisal of an item or thought and the inclination to act certainly toward that question. States of
mind permit the person to add to a reasonable conduct against a class of comparable articles or
ideas. Beliefs and in addition attitudes are for the most part very much tied down in the singular's
brain and are hard to change. For some individuals, their beliefs and attitudes are a piece of their
identity and of who they are. Notwithstanding, it is critical to comprehend, recognize and dissect
the uplifting mentalities and convictions additionally the negative ones that shoppers can have on
a brand or item. To change the brand's showcasing message or conform its situating keeping in
mind the end goal to inspire customers to change their attitude.
Nature of Consumer Behavior:
There are certain natures of consumer behavior; which are mentioned below,
1. Affected by different factors:
The different components that impact the shopper conduct are as per the following:
a. Marketing mix and activities, for example, product design, price, promotion, packaging,
positioning and distribution.
b. Personal factors, for example, age, gender, education and income level.
c. Psychological components, for example, purchasing thought process, perception of the item
and attitude towards the item.
d. Situational variables, for example, physical surroundings at the season of procurement, social
surroundings and time component.
e. Social elements, for example, societal position, reference groups and family.
f. Cultural elements, for example, religion, social class—rank and sub-standings.

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2. Experiences a steady change:
Shopper conduct is not static. It experiences a change over a timeframe relying upon the way of
items. For instance, children incline toward vivid and extravagant footwear, however as they
grow up as youngsters and youthful grown-ups, they favor popular footwear, and as moderately
aged and senior residents they lean toward more calm footwear. The adjustment in purchasing
conduct may occur because of a few different considers, for example, expand wage level,
training level and showcasing elements.
3. Shifts from consumer to consumer:
All buyers don't carry on in the same way. Different purchasers act in an unexpected way. The
distinctions in customer conduct are because of individual components, for example, the nature
of the buyers, way of life and society. For instance, a few purchasers are technoholics. They go
on a shopping and spend past their methods.
They obtain cash from companions, relatives, banks, and on occasion even receive dishonest
intends to spend on shopping of development advances. In any case, there are different
customers who, in spite of having surplus cash, don't go notwithstanding for the normal buys and
keep away from use and buy of development innovations.
4. Differs from place to place:
The purchaser conduct differs crosswise over states, locales and nations. For instance, the
conduct of the urban purchasers is unique in relation to that of the country customers. A decent
number of rustic purchasers are preservationist in their purchasing practices.
The rich rustic buyers may reconsider to spend on extravagances in spite of having adequate
assets, though the urban buyers may even take bank credits to purchase extravagance things, for
example, autos and family apparatuses. The customer conduct might likewise shifts over the
states, areas and nations. It may contrast contingent upon the childhood, ways of life and level of
improvement.

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5. Data on consumer behavior is essential to the marketers:
Advertisers need decent information of the buyer conduct. They have to consider the different
components that impact the shopper conduct of their objective clients.
6. Leads to purchase decision:
A positive consumer behavior leadsto a buying decision. A customer may take the choice of
purchasing an item on the premise of diverse purchasing thought processes. The buy choice
prompts higher interest, and the offers of the advertiser’s increment. In this way, advertisers need
to impact customer conduct to build their buys.
7. Differs from product to product:
Consumer behavior is distinctive for diverse items. There are a few customers who may purchase
more amount of specific things and low or no amount of different things. For instance, young
people may spend vigorously on items, for example, phones and marked wears for stiff neck bid,
however may not spend on general and scholarly perusing. A moderately aged individual may
spend less on dress, however may put cash in reserve funds, protection plans, benefits plans, et
cetera.
8. Enhances standard of living:
The buying behavior of the consumers may lead to higher standard of living. The more a man
purchases the goods and services, the higher is the way of life. In any case, if a man spends less
on goods and services, regardless of having a decent pay, they denies themselves of higher
expectation for everyday life.
9. Reflects status:
The customer behavior is not just affected by the status of a buyer, yet it additionally reflects it.
The purchasers who own extravagance autos, watches and different things are considered having
a place with a higher status. The extravagance things additionally give a feeling of pride to the
owners.

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Chapter 4: Analysis
This part of the report will contain detail analysis of consumer behavior and its shift in terms of
antiseptic and personal care brand of ACI Limited. Moreover, the analysis process is done
separately for Savlon Liquid Antiseptic, Savlon Antiseptic Hand Wash and Savlon Bar Soap
which is mentioned below.
Consumer Behavior Analysis: Savlon Antiseptic Hand Wash
Product Name: Savlon Antiseptic Hand Wash
Available Flavors:
This product is currently available in following flavors,
 Active,
 Aloe Vera,
 Ocean Blue
Available SKU’s:
This product is currently available in following sizes in the market,
 200 ml,
 250 ml,
 500 ml,
 1 Litre
Current Market Price:
Current market prices of this item is,
Size Price (in BDT)
200 ml 50 Taka
250 ml 85 Taka
500 ml 150 Taka
1 Litre 210 Taka

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Number of Consumers appeared in the survey: 974
Number of Locations covered in the survey: 20
Name of the Locations:
All of the locations are urban areas situated in Dhaka because generally the Hand Wash
consumers reside in these places; they are-
 Hatirpool
 Motijheel
 Moghbazar
 Banasree(North)
 Khilgaon
 Ajimpur
 Dhanmondi
 Lalbagh
 Mugdah
 Uttara
 Baily Road
 Bongshal
 Mohammadpur
 Mirpur
 Wari
 Dakkhin Khan
 Jatrabari
 Gulshan&Banani
 Malibagh
 Banasree(South)

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Classification of Consumers in terms of Gender:
The analysis is given below,
Gender Frequency Percentage
Male 334 34%
Female 640 66%
Total 974 100%
Classification of Consumers in terms of Age Group:
Age Range ( in years) Frequency Percentage
18-25 396 41%
26-32 405 41%
33-40 173 18%
Total 974 100%
Classification of Consumers in terms of Occupation:
The analysis is provided below,
Occupation Frequency Percentage
Student 406 42%
House Wife 313 32%
Business 79 8%
Job Holder 176 18%
Total 974 100%

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Result of the Survey:
Main purchase decision maker of this product:
Female who belongs to 26-32 & 32-40 age groups and normally housewives.
Product Image:
Majority considers this product as ‘Cleaning Product’. The main focus is on the ‘Core Product’
rather than the ‘Actual’ and ‘Augmented’ one.
Figure 22: Product image of Liquid Hand Wash among the consumers.
0 100 200 300 400 500 600
HYGEINE PRODUCT
CLEANING PRODUCT
USEFUL PRODUCT
SPECIFIC BRAND NAME
OTHERS
Product Image

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Usage Period of this product:
 Most of the consumers are using hand wash for at least two years and above.
 It is now proved that Hand Wash is a familiar product in the existing market.
Figure 23: Usage Period of Hand Wash products.
Usage Frequency of Hand Wash:
 Almost all the customers consumes hand wash daily
 Massive usage pattern is observed among the consumers.
Figure 24: Usage Frequency.
1% 11%
27%
61%
Usage Period
< 1 Year
1-2 Years
2-3 Years
3 Years >
96%
3%
0%
1%
Usage Frequency
Daily
Weekly
Monthly

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Brand Preference:
 Majority of the consumer preferred Hand Wash product of Lifebuoy.
 Lifebuoy is the market leader.
 Savlon is in the 2nd
position.
Figure 25: Brand Preference of Hand Wash product.
Reasons for Brand Preference:
 Majority of the consumers prefer the particular brand they use for the “Quality” issue.
They are very quality concern as it’s a cleaning product or related to hygiene.
 Many consumers prefer their current brand for its existing market image.
 Availability of products in different shops also plays crucial role in terms of choosing a
specific brand.
SAVLON
DETTOL
LIFEBUOY
OTHERS
248
127
600
5
BRAND PREFERENCE

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Figure 26: Reasons for Brand Preference.
Usage period of current Hand Wash Brand:
 Most of the consumers are brand loyal towards their current brand.
 Switching rate is very low in terms of current Hand Wash brand.
Figure 27: Current Brand Period.
23%
2%
57%
17%
1%
Reasons for Brand Preference
Brand Image
Offers
Quality
Availability
Price
0
50
100
150
200
250
300
350
400
< 6 Months 6 Months-1
Year
1 Year-2
Years
2 Years-3
Years
3 Years >
Usage Period of current
Hand Wash Brand

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Preferable Hand Wash Feature:
 Majority of the consumers wants “Germ Protection” feature in their Hand Wash product.
 “Scent” is also an important issue for the consumers in terms of Hand Wash.
Figure 28: Preferable Hand Wash Feature.
Reference Point & Information Source:
 According to the consumers, media plays a crucial role in terms of their reference point.
 Maximum information regarding this product is generated through
television advertisements to the consumers.
 Media plays the role of opinion leader on consumers’ mind.
77%
19%
4%
0%
Preferable Hand Wash Feature
Germ Protection
Scent
Texture
Others

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Figure 29: Reference point of using Hand Wash.
Figure 30: Information Source for knowing about Hand Wash brands.
26%
3%
5%66%
0%
Reference Point
Family
Peer Group
Expert's Opinion
Media
Others
4%
71%
25%
0%
Information Source
Newspaper
Advertisemen
t

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Knowledge about Alternatives & its Usage:
 More than 90% of consumers considered soap as the possible alternative of hand wash.
 Rest of the people have knowledge about hand sanitizer and consider it as a possible
alternative.
 Majority of the consumers prefers the alternative instead of hand wash.
Figure 31: Knowledge about the Alternative of Hand Wash products.
Figure 32: Prefers the Alternative of Hand Wash.
903
60 1
Soap Hand Sanitizer Others
Knowledge about the Alternative
40%
60%
Preferring Alternative
Yes
No

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Reasons of Preferring the Alternative:
 Personal preference plays the lead role for choosing the alternative over hand wash
Figure 33: Reasons of Preferring the Alternative of Hand Wash with frequencies of consumers.
Reasons of Not Preferring the Alternative:
 Personal Choice is the main reason why people prefer not to use the alternative among
the consumers.
Figure 34: Reasons of Not Preferring the Alternative of Hand Wash with frequencies of consumers.
133
155
101
18 5
Usage
Method
Personal
Choice
Availability Price Others
Reasons of Preferring the
Alternative
0
100
200
300
400
Usage
Method
Personal
Choice
Availability Price Others
Reasons of Not preferring the Alternative

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Price Sensitivity:
 54 % consumers said they are price sensitive and 71 % of that group is female
consumers.
 Male consumers are not that much price sensitive regarding Hand Wash products.
Figure 35: Price Sensitivity while purchasing any Hand Wash product.
Word of Mouth:
 96% of consumers said yes when it comes for encouraging others. This is a very positive
consumer behavior.
Figure 36: Encouraging others to purchase Hand Wash.
54%46%
Price Issue
Yes
No
Yes
96%
No
4%
Encouraging Others
Yes
No

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Understanding Consumer Behavior:
• Existing customers are loyal and less interested to switch their brands.
• The company name “Unilever” has a permanent impact on consumer’s mind and
influences their purchasing behavior.
• Most of the customers care about Lifebuoy because of its strong communication
strategies.
• Many customers consider Savlon as an independent entity and are influenced by its
individual image. They hardly know that ACI is the company producing Savlon.
• Almost all the consumers use Hand Wash product for its “Germ Protection” feature.
• Smell is also an important factor for the consumers.
• Availability of the products is the most important factor for the channel customers.
• Promotional offers play a crucial role in terms of retail purchase of Hand Wash products.
• Push sell strategy can be more effective on the channel customer.
• Usage pattern of this product is massive.
• Many consumers are using Savlon’s refill pack in Lifebuoy’s bottle and not aware of the
fact that they are actually using Savlon.
• Soap is still considered as a major alternative among the consumers.
• Consumers ensure affordability in terms of purchasing Hand Wash product.
Need states:
Consumers treat Hand Wash as an important hygiene product and so they tend to consume it in a
daily basis to get protected from germs.

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Consumer profile:
Both male and female of every age are eligible to use this product. However, the usage of this
product is more evident among the urban consumers. Rural consumers are still not used to with
it.
Key Insights:
 Customer awareness should be created among rural customer segment to use
Hand Wash.
 Savlon should come up with a jingle to create permanent positioning like Lifebuoy.
 Hand Wash has become a regular shopping product now.
 Hand Wash market is in a very good position as it is now a familiar product in urban
areas and the demand for using it is pretty high which can be easily justified by their
frequent usage pattern of this product.

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Consumer Behavior Analysis: Savlon Bar Soap
Product Name: Savlon Antiseptic Bar Soap
Available Flavors:
This product is currently available in following flavors,
 Active
 Mild
 Fresh
Available SKU’s:
 75 gm
 100 gm
Size Price (in BDT)
75 gm 27 Taka
100 gm 36 Taka
Number of Consumers appeared in the survey: 200

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All of the locations are urban areas situated in Dhaka. They are-
 Mohammadpur
 Dhanmondi
 Mirpur
 Uttara
 Gulshan
Classification of Consumers in terms of Gender:
Gender Frequency Percentage
Male 80 40%
Female 120 60%
Total 200 100%

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Classification of Consumers in terms of Age Group:
Figure 37: Age range of Bar Soap Consumers.

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Classification of Consumers in terms of Occupation:
The analysis is provided below,
Figure 38: Occupations of Bar Soap Consumers.

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Result of the Survey:
Main purchase decision maker of this product:
Any independent individuals according to their own patterns and preference.
Brand Preference:
 Unilever is the market leader with two of their Soap brands- Lux and Lifebuoy.
 Consumers’ acceptance towards Savlon Bar Soap is not up to the mark.
 Majority of consumers differentiates the bar soaps in terms of quality of the products.
Figure 39: Brand Preference of Bar Soap Consumers.
Figure 40: Reasons for Brand Preference of Bar Soap.

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Frequency of Purchase:
 Most of the consumers purchase any bar soap product twice a month.
 While purchasing bar soap larger portion of consumers prefer 125 grams in terms of soap
size.
 While purchasing bar soap from the market, most of the consumers prefer buying single
piece.
Figure 41: Frequency of Bar Soap Purchase.
Figure 42: - Most purchased Bar Soap Size.
Figure 43: Most purchased Quantity of Bar Soap in each encounter.

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Usage Frequency:
 Almost every consumers use bar soap in a daily basis.
 The consumption criteria is massive among the consumers in terms of any bar soap.
Figure 44: Usage Frequency of Bar Soap.
Reference Point:
 Advertisements of different brands plays the primary role in terms shaping consumers’
behavior towards purchasing the bar soap products.
 Advertisements performed by famous media personals are more attractive to the
consumers.
Figure 45: Reference point while purchasing Bar Soap.

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Position of Savlon Bar Soap:
 Most of the consumers purchases Savlon Bar Soap once but did not buy this product in
last three months.
 Majority said Savlon Bar Soap is available in their nearest shops and they watched
Savlon Bar Soap’s advertisement.
 According to the consumers, the main reasons of not preferring Savlon Bar Soap are fast
melting and poor fragrance of this product.
Figure 46: Consumers who ever purchased Savlon Bar Soap.
Figure 47: Consumers who purchased Savlon Bar Soap in last three months.

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Figure 48: Consumers who faced problems in Savlon Bar Soap.
Figure 49: Availability of Savlon Bar Soap in consumers’ nearest shops.
Figure 50: Recalling advertisements of Savlon Bar Soap by consumers.

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Figure 51: Communication medias of Savlon Bar Soaps advertisement viewed by the consumers.
 Consumer base of Savlon Bar Soap is very small.
 Most of the consumers do not prefer Savlon Bar Soap in terms of consumption.
 Consumers’ demand for the bar soap is shifted around Unilever’s products- Lux, Dove,
Lifebuoy.
 Consumers prefer quality while purchasing any bar soap product.
 Skin care and fragrance is very important feature of bar soap product.
Need states:
Consumers treat Bar Soap as daily product and so they tend to consume it in a regular basis
while taking shower or casual cleaning and washing.

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Consumer profile:
Both male and female of every age are eligible to use this product.
Key Insights:
 Savlon needs to promote their Bar Soap products massively with adequate offers
for grabbing consumers’ attention.

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Consumer Behavior Analysis: Savlon Liquid Antiseptic
Product Name: Savlon Liquid Antiseptic
Available SKU’s:
 56 ml
 112 ml
 500 ml
 1 Litre
 5 Litre
 5 Litre HC (Hospital Concentration)
Size Price (in BDT)
56 ml 30 Taka
112 ml 40 Taka
500 ml 125 Taka
1 Litre 220 Taka
5 Litre 710 Taka
5 Litre HC 1740 Taka
Number of Pharmacies covered in the survey: 170

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All of the locations are urban areas situated in Dhaka. They are-
 Mohammadpur
 Dhanmondi
 Mirpur
 Uttara
 Gulshan
 Banani
 Old Dhaka
 Green Road
Survey Result:
Product Stock in Pharmacies:
 47% Pharmacies keep Savlon Antiseptic Liquid in their stock for selling.
 42% Pharmacies keep Dettol Liquid.
Figure 52: Stock situation of Liquid Antiseptic Products in Pharmacies.
42%
47%
11%
Which anti-septic liquid do pharmacies have in
stock?
Dettol
Savlon
Others

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Basis of Purchase:
 Majority of Pharmacies prefers brand demand of consumers in case of selling liquid
antiseptic products.
 Price plays slightly in consumers’ mind in this matter.
Figure 53: Basis of purchase in case of Liquid Antiseptic Products in Pharmacies.
63%15%
13%
9%
What is the basis of your
purchase?
1. Brand
preference
2. Price
3. Offer
4. other

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Purchase Group:
 The main purchase group of Liquid Antiseptic products from pharmacies are general
consumers rather than the hospitals.
 Hospitals buy this product directly from the company.
Figure 54: Purchase group of Liquid Antiseptic Products from Pharmacies.
10%
90%
Which customer group
purchases the most?
1. Hospital
2. Consumers

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1. Daily
40%
2. Weekly
24%
3. Monthly
36%
IF YES, WHAT IS THE FREQUENCY OF THEIR PURCHASE?
1. Yes
13%
2. No
87%
DO HOSPITALS PURCHASE
FROM PHARMACIES?
Figure 55: Hospital as Purchase group of Liquid Antiseptic Products from Pharmacies.

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• “Povisep” is in an emerging situation in terms of consumers’ demand nowadays.
• Savlon has a strong brand image among the consumers.
• Consumers prefer 56 ml SKU of Savlon antiseptic liquid the most for domestic usage;
such as- cleaning casual wounds.
• Savlon antiseptic liquid is used as a floor cleaning material in many households. 1 Litre
and 5 Litre SKU is used in case of this type of consumption in a frequent basis.
• Hospital purchases antiseptic liquid directly from the company rather than the
pharmacies.
• Pharmacies are positive about selling Savlon antiseptic liquid and cream.
• Some Hospitals prefer Povisep more instead of Savlon’s antiseptic liquid.
• Pharmacies also purchase product directly from the company.
• Extensive level of regular sale in case of 1 litre and 5 Litre SKU of Savlon antiseptic
liquid.
• Large SKU’s of Savlon antiseptic liquid is sold in larger amount nowadays because this
product is used in households for cleaning purpose.
• Savlon is the first choice for the regular consumers in terms of both antiseptic liquid.
Need states:
Consumers treat antiseptic liquid as both regular and emergency product depending on its usage
criteria. Moreover, the regular usage has much more impact than the specific usage. On the other
hand, antiseptic cream is always considered as a specialized product for its consumption pattern.

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Consumer profile:
Both male and female of 16 years and above are eligible to use this product. Demographic
differences do not have any impact in such type of product.
Key Insights:
 Consumers’ 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.
Moreover, consumers who are initiating shifts are not concerned about the contemporary
products of this genre.
 Savlon antiseptic liquid is now sold more for its strong cleansing applications rather than
just wound treatment product.

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Chapter 5: Action
In this particular chapter of the report, all the steps which ACI Limited has taken to establish
growth in shaping consumers’ behaviors are mentioned briefly.
Advertisements:
ACI published Savlon Bar Soap’s TVC long ago to appeal the customer base. However, they
have launched a brand new TVC of Savlon Antiseptic Hand Wash where they projected the main
influencer of this product; the kids in the video. Savlon Liquid Antiseptic’s television
commercial was telecasted for long time. Moreover, Savlon also published their advertisements
in famous print media platforms to grab consumers’ attention.
Source: https://www.youtube.com/watch?v=x82CKRad_Qw
Figure 56: Recent Savlon Hand Wash TVC.

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Source: https://www.youtube.com/watch?v=x82CKRad_Qw
Figure 8.3- Promoting all the
antiseptic and personal care
products of ACI at the end of the
TVC.
Source:
https://www.youtube.com/watch
?v=x82CKRad_Qw
Figure 57: Recent Savlon Hand Wash TVC (Showing Kid as the main influencer of this product).

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Source: https://www.youtube.com/watch?v=j3esTpQwSQo
Figure 58: Savlon Bar Soap TVC.

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Source: https://www.youtube.com/watch?v=7kLI8j9EqkA
Source:
https://www.youtube.com/watch
?v=uGCKaqxMixM
Figure 59: Savlon Liquid Antiseptic TVC.
Figure 60: Savlon Sports Soap TVC.

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Figure 61: Savlon’s advertisement in newspaper.
Figure 62: Savlon Liquid Antiseptic’s advertisement in newspaper during Eid.

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Gondola Marketing:
ACI often goes for gondola marketing to attract the consumers in different super shops; such as-
Agora, Meena Bazar, Swapno, and Prince Bazar etc. Gondola marketing method is taking over a
gondola or shelf of a particular super shop where only Savlon’s products and their offers will be
displayed to the customers.
Figure 63: Gondola Marketing of Savlon Liquid Antiseptic in Agora.

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Consumer Offers:
Savlon provides various consumer offers on their antiseptic and personal care products
throughout the year to change consumers’ behavior positively towards them. There offers like-
Free pencil, scale, box with the product, discount on the product, free extra volume of product
etc.
Figure 64: Free Pencil Box with Savlon Antiseptic Hand Wash.

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Activation Program:
Savlon organizes different product activation programs to inspire potential consumer base and
design their behavior accordingly. Activation programs also help to raise brand awareness
among the consumers and hold them for long term basis. Moreover, such types of programs
enhance consumers’ learning of that particular product.
Figure 65: Demonstrating 6 steps of washing hands in an event sponsored by Savlon.

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Social Media Existence:
Savlon has an amazing facebook page consists of interesting posts which also promotes
antiseptic and personal care products of ACI and influences existing or potential consumers of
Savlon. The page is maintained nicely as well as all the contents are reviewed carefully by the
experts before getting posted in facebook page. Another important objective of this page is to
increase customer engagement through likes, comments and amplify their pleasant reactions.
Figure 66: Facebook page of Savlon Bangladesh.

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Chapter 6: Recommendation
Several effective and creative recommendations are mentioned below which can help Savlon to
increase customers’ acceptance and satisfaction both at the same time.
Bringing more product variations:
Savlon already has brought some new variations in their antiseptic and personal care products;
such as- they have new Antiseptic Hand Wash of Marigold flavor, new Bar Soap variant named
as Savlon Men Soap. These variations managed to attract potential consumers and shape their
behavior somewhat positively towards Savlon. This incident proves that Savlon should go for
new product development scheme more frequently and seek for new product variations to satisfy
their consumers as well as shape them in their own way.
Establish strong communication medium:
Savlon should establish strong communication channel with their consumers for creating better
positioning in their consumers’ minds.Furthermore, strong communication platform will ensure
better branding of the antiseptic and personal care products.
Unique consumer and trade offers:
Savlon should provide unique consumer and trade offers for their personal care products- bar
soap and antiseptic hand wash. For trade offers, Savlon can do attractive ‘Display Program’ in
the retail shop which is the main channel customer base of this brand. On the other hand, in state
of consumer offer they can give away free samples of their products in specific intervals or they
can even sponsor popular television programs, reality shows, talent competitions. For example-
Lux Channel I Superstar Competition, Close Up One Singing Contest etc.
Increase consumer involvement:
Savlon should try to reach and interact with their consumer groups more through different live
programs, campaigns. If they can manage to involve their consumers with their brand more
actively then it will create a very positive vibe in their behavior and decision making. Giving
importance to customers’ opinion is a wonderful idea.

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Rebranding campaigns:
Savlon’s antiseptic products; Savlon Antiseptic Cream and Savlon Liquid Antiseptic both are top
selling products and in the first position in terms of this type of available product lines in
Bangladesh. However, it is high time Savlon needs to rebrand these two products to their
consumers and make them understand how useful these products are in their daily lives.
Operating separate website:
Apart from ACI Limited’s general website; Savlon should create their own website where they
can provide information and interaction platform both for their existing and potential consumers.
Moreover, can also provide buying options in their products where customers can order their
antiseptic and personal care products in their desired quantity. This will be a smart step for them
if they can do it. For product delivery they can use their sales force. Lastly and most importantly
Savlon can advertise their website in popular online portals of Bangladesh through Google
AdWords by investing a daily budget. They should use appropriate SEO language in their Meta
Title and Meta Description while building their website so that people can easily find their
existence in internet.
Some demonstration of this idea is given below,
Figure 67: Selecting online placements in Google AdWords.

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Market research:
ACI should invest more in terms of going for vast market research to get information about their
consumers’ and their behavior more deeply as well as show quick response as it needs to be.
They should use their organizational resources for conducting frequent market research
programs.
Figure 68: Some advertisement ideas for Savlon’s potential website in online portals.

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Chapter 7: Conclusion
Consumer perception has a boundless region. Quality, Price, Promotional exercises, Features,
Satisfaction level and accessibility are a few properties of the expectation. As a result of the time
requirements and restrictions of data drive me to work just in these components. Guaranteeing
quality item, utilizing brand notoriety, guaranteeing simple accessibility in the business sector,
keeping up reasonable cost, viable limited time mediums will assemble Savlon as a built up
antiseptic and personal care brand and will prompt purchasers' fulfillment. On the off chance that
Savlon fulfills the purchasers then these fulfilled customers will turn into the representative of
the item who will add to the market. Observing and responding to diversified consumer behavior
keeps the brand in the long run and for a huge FMCG company like ACI it is a must.

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Chapter 8: Reference
1. Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson
Prentice Hall.
2. Aaker, D.A. and Keller, K.L. (1990), “Consumer evaluations of brand extensions”, Journal of
Marketing, Vol.54 No. 1/90, pp. 27-41.
3.Chitale, A., 1990. “Consumer Behavior”, MC Craw Hill Book Company, England.
4. Khan, M. (2006). Consumer Behavior and Advertising Management. (1st Ed.). India: New
Age Publishers.
5. Solomon, M et al. (2006). Consumer Behavior A European Perspective. (3rd Ed.). England:
Pearson Education Limited.
6. Chand, S. Consumer Behavior: Meaning/Definition and Nature of Consumer Behavior.
Online Source:
1. https://www.aci-bd.com/
2. http://www.forbes.com/forbes/
3. https://www.youtube.com/
4. https://www.google.com/adwords/
5. https://chaldal.com/
6. http://www.dettol.com.bd/products/search/41812-Hand%20Sanitiser/
7. http://www.unilever.com.bd/our-brands/detail/Lifebuoy/365776/

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