Monitoring the Effectiveness of Positive Reciprocal Effects on the Vertical Brand Extension of Parent Brand, Savlon
Monitoring the effectiveness of positive reciprocal effects on vertical brand extension of parent brand SAVLON.
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1.0 Introduction
As the final requirement of the BBA program in Independent University, Bangladesh, it is a must for every student to undergo a three months internship program in an organization. The interns are required to carry an extensive analysis of real world business problem in this program. Therefore, I had been placed at Advanced Chemical Industries (ACI) Limited and get the opportunity to see the overall aspects of that organization specifically the consumer brand during the internship program. Mr. Aminur Rahman, Associate Professor, School of Business, Independent University, Bangladesh was my internal supervisor and external supervisors was Ms. Mosarrat Farhana, Product Executive, Consumer Brand, ACI Ltd. and Mr. Qamrul Hasan, Marketing Manager, Consumer Brand, ACI Ltd. Report Preview The soap markets of Bangladesh are developing rapidly now a day. In our country we can see the two different segment of soap in the market which are “Health soap” and ‘Beauty soap”. Under health soap segment in existing situation, there are two prominent brands in Bangladeshi soap market which are Lifebuoy and Dettol. In the case of health soap Dettol has gain the maximum market share and then Lifebuoy. Again, under beauty soap segment Lux is the market leader in existing situation in the Bangladeshi soap market and then Meril, Keya, Aromatic etc. has come under consideration. Moreover, few years back ACI has launched bar soap under beauty soap segment which was Angelic beauty care soap but this idea was not worked out well. Not only that, ACI has also launched bath soap under health soap segment with two separate categories which are “SAVLON Antiseptic Soap” and “SAVLON Skin Care Soap” with the slogan of everyday protection from germs. Moreover, at previous time a good number of studies had been undertaken by ACI to determine the consumers’ perception
1
1.0 Introduction
As the final requirement of the BBA program in Independent University, Bangladesh, it is a must for every student to undergo a three months internship program in an organization. The interns are required to carry an extensive analysis of real world business problem in this program. Therefore, I had been placed at Advanced Chemical Industries (ACI) Limited and get the opportunity to see the overall aspects of that organization specifically the consumer brand during the internship program. Mr. Aminur Rahman, Associate Professor, School of Business, Independent University, Bangladesh was my internal supervisor and external supervisors was Ms. Mosarrat Farhana, Product Executive, Consumer Brand, ACI Ltd. and Mr. Qamrul Hasan, Marketing Manager, Consumer Brand, ACI Ltd. Report Preview The soap markets of Bangladesh are developing rapidly now a day. In our country we can see the two different segment of soap in the market which are “Health soap” and ‘Beauty soap”. Under health soap segment in existing situation, there are two prominent brands in Bangladeshi soap market which are Lifebuoy and Dettol. In the case of health soap Dettol has gain the maximum market share and then Lifebuoy. Again, under beauty soap segment Lux is the market leader in existing situation in the Bangladeshi soap market and then Meril, Keya, Aromatic etc. has come under consideration. Moreover, few years back ACI has launched bar soap under beauty soap segment which was Angelic beauty care soap but this idea was not worked out well. Not only that, ACI has also launched bath soap under health soap segment with two separate categories which are “SAVLON Antiseptic Soap” and “SAVLON Skin Care Soap” with the slogan of everyday protection from germs. Moreover, at previous time a good number of studies had been undertaken by ACI to determine the consumers’ perception