Identifying the brand re-positioning strategies of Savlon active antiseptic soap in Bangladesh

Abstract

For last few years parents are more concern about their children’s health and protection from the germs due to increased pollution in the environment. Taking the advantage of the consumers’ demands, some brands have come to action with antibacterial soaps, promising the complete protection against germs. Savlon, a well-known global brand of Antiseptic has a range of antibacterial Soap bars, currently doing business in the Bangladesh soap market. But there are some other established brands in the market that are not allowing them to conquer Savlon’starget market. This internship report is aimed to identify the scopes of making new marketing strategies to complete the rivals and capture the market for Savlon Antiseptic Soap Bar. The paper is introduced with the description ACI Ltd. where I completed my 4 month internship program, starting from May 19th 2012 till September 18th In the later part of the report I have concentrated on my topic entitled “Identifying the Brand Re-Positioning Strategies ofSavlon Active Antiseptic Soap in Bangladesh”. 2013. The paper analyzes their organizational structure and major functions with descriptions of their business activities. Their strategies, goals, objectives, strengths, and weaknesses have also been identified. This part was completed using primary and secondary data and its analysis. Using the collected data and analyzing them I have concluded my research results followed with set of recommendations for ACI Ltd. I have tried my best to come up with the valid explanations for the results and useful recommendation. However, due to lack of sufficient practical experience regarding such Statistical analysis, the recommendation may not be the very best.