Strategies for brand activation of savlon freedom ultra

Abstract

ACI is one of the largest and well-known brands in Bangladesh. At the beginning it started with pharmaceutical but gradually it got engage with many different businesses like Food, Agro includes fishery and Consumer Brands. It is also working as marketing channel for many well-known multinationals like Colgate, Godrej, Merisant sweetener, Beiersdorf AG a german company, Palmolive ,etc. ACI introduced the concept of quality management system by being the first company in Bangladesh to achieve ISO 9001 certification in 1995. Every company needs a plan for its product marketing and it has its marketing team to do so by generating ideas and implementation and the operation team does the execution part. The Bachelors of Business Administration (BBA) Program consists of different theoretical and practical learning where internship is a mandatory. Internship report is the summary of the whole process of internship for which I was assigned to ACI to get the practical experience needed after completion of the theoretical knowledge from my university. My major is Accounting and minor Finance but I felt I am fortunate enough to get the chance to work under marketing department of ACI to learn something new from other area. During my three months internship period my responsibility was to work as a member of the operation team of the ACI’s Consumer Brand’s Freedom Department. At the beginning I was assigned to find all the lists of the garments under EPZ (Export Processing Zone) of Bangladesh, brain storming for the website and fan page development then I was told to gather information of the OGSB (Obstetrical and Gynecological Society of Bangladesh ) for Women and SOS (Save Our Ships / Save Our Souls) for Orphans in Bangladesh . From the third week i was brief about the ACI market auditor task and sent to different places around Dhaka. Within days I was outside Dhaka doing market audit for Savlon Freedom being ACI’s market auditor. It was not so easy at the beginning but later I learned through experiencing of different difficulties and guidance of my supervisor and the Area and zonal managers of different locations. Brand activation which focuses on building a longer term emotional connection between the brand and the customer. Activation based on direct-response marketing will focus on generating immediate sales transactions. During my internship period I was engage to different activation and execution programs I had mentioned in detail throughout this report.