Promotional strategies of ACI Consumer Brand (Savlon)

Abstract

ACI Limited is the largest conglomerate in Bangladesh. It is involved in different businesses in Bangladesh. Savlon is ACI’s flagship consumer brand. Savlon is a successful personal care product in Bangladesh market. In this report I have analyzed promotional strategies of Savlon. For which I had to conduct a consumer survey to have a better understanding of effectiveness of Savlon’s promotional strategies. Through this study, some drawbacks of ACI’s promotional strategies have also been identified. A survey questionnaire filled with 10 probing questions regarding Savlon’s promotional strategies have been used and then the survey has been done on customers. Study shows that Savlon has a good brand image and customers are highly satisfied with the product’s price range. ACI heavily uses consumer promotions to build Savlon’s brand image and it has successfully positioned Savlon as an antiseptic or personal care product in Bangladeshi market. Research has also brought this forward that, targeted customers of Savlon frequently look for more frequent different and new trade offers. Many customers who purchase personal care product they look for solution to their problem and if they get those at a discounted price, they get delighted. In addition to that, study shows consumer promotion such as TVC and social media marketing had most impact on customer’s mind. Through such promotions ACI successfully created brand awareness of Savlon. ACI needs to take step to strengthen their sales force – as majority of customers do not see active presence of sales person in the market. To sum up, ACI has done well to avail promotional strategies in terms of positioning their consumer brand Savlon. They need to maintain more of these promotional strategies to sustain their brand in the market and focus on these above- mentioned promotional tools that will contribute to capture more market share.