Strategic expansion of Savlon brand under ACI through SkinZEN: entering the skincare market of Bangladesh

Abstract

This report study the current skincare market of Banglesh while analyze the feasibility of strategic expansion of ACI in skincare industry of Banglesh under its new brand called SkinZen by new product development and launching 2 face moisturizer variants, one is moisturizer infused with hyluronic acid another is moisturizer with SPF 30+. The report consist of 3 sections. The first part mainly talks about my overall internship experience from January 26, 2025 to April 26, 2025 including basic information, internship outcomes such as the job scope, internship benefits, contribution and recommendation for ACI in order to improve the over all work experience for the future interns. The 2nd part of the report only focuses on the company by stating its history, organizational structure, organizational management practices, marketing practices, financial performance of last 3 years from (2021-2024), the followed accounting practices and operational management practices. This part also delve into the industry analysis by performing Porter’s 5 Forces & SWOT analysis of the organization. The final and the utmost import section of this report is its 3rd chapter where critical analysis has been done based on the primary & secondary data to understand the possible way to strategically enter the skincare market of Bangladesh by launching 2 moisturizer variant at the same time under SkinZen by Savlon, ACI. To identify the most feasible way to enter into the new market, market research, FGD and internal survey to understand the consumer preference, competitor’s product and pricing analysis, viable marketing strategies, implementation of product assembly & localization system and lastly the competitive analysis of the two proposed variant of the face moisturizer have been included. In conclusion, it can be said that working for a new brand like SkinZen under Savlon, ACI has not only provided me the chance to understand the marketing and branding mechanism behind the launch of a new brand but also enabled me to apply my theoretical knowledge on practical situation through this report writing.