A Savlon’s report analyzing the effect of promotional strategies on consumer purchasing behaviour

Abstract

I completed a three-month internship with ACI Consumer Brands as part of my BBA program. Under the brand names Savlon Wet Wipes, Savlon Antiseptic Liquid, Shinex, etc., ACI Consumer Brands engages in the assembly, promotion, and distribution of daily need-based products for consumers, such as condiments, toiletries, antiseptic, hygiene, etc. brands. The largest and most prestigious conglomerate in Bangladesh, ACI Limited, conducts business in a variety of sectors. ACI is focusing on increasing the sustenance propensity for clients by providing more effective product categories and lines. ACI Consumer Brands actively participates in international trade by importing and exporting goods to Australia, the UAE, Kuwait, Saudi Arabia, Bahrain, Qatar, and many other countries that are listed below. Under the direct supervision of the Brand manager and brand executives, I spent my whole career working in the marketing and sales division. I regularly updated sales statistics, created territory-based targets vs ZM’s (Zone Manager) performance during my internship, and assisted my boss in creating route maps for my department. In addition, I participated in a number of campaigns, shootings, and client- and vendor-management projects both inside and outside of Dhaka, where I was responsible for making sure the campaign followed the right path and was carried out without any deviations. Additionally, ACI launches their new product lines and existing products by repeatedly introducing these items to the customers using innovative strategies, digital marketing tactics, and additional prospects of the consumer brands segment. I have learned a lot about Bangladesh's crucial consumer product industry in regards to my entry-level work. I gained knowledge of the value chain, marketing funnel, selling and after-sale advantages of the items, which I had to convey to our clients, sales representatives, and other cross-department associates at various fairs and distribution. To effectively communicate the benefits of our product to customers, I also needed to learn more about AC's competitors, which was another valuable lesson. I've provided some suggestions on ways to make ACI better at the end of my report, which could lead to their success and expansion.