An Analysis About Current Market Positions of The Vanish Toilet Cleaner at Toilet Cleaning Industry in Bangladesh by Asib Uddin Ahmad

An analysis about current market positionsof the Vanish toilet
cleaner at toilet cleaning industryin Bangladesh

Submitted by
Asib Uddin Ahmad
Submitted to
Department of Business Administration
Atish Dipankar University of Science and Technology
October 2013
cleaner at toilet cleaning industry in Bangladesh
cleaner at toilet cleaning industry in Bangladesh
This Internship Report is submitted as a Partial Fulfillment of the
Requirement for the Degree of Bachelor of Business
Administration (BBA).
Submitted by
Asib Uddin Ahmad
ID: 082-055-031
Program: BBA
Submitted to
Md. Wali Ullah
Lecturer
i
Letter of Transmittal
1
st
October, 2013.
To
Md. Wali Ullah
Lecturer
Atish Dipankar University of Science and Technology.
Banani, Dhaka.
Subject: Submission of the Internship Report.
Sir,
With due respect, I would like to state that, I have tried my best to accomplish the task
that is given to us. Thank you for giving me this opportunity to conduct a study An
analysis about current market positions of the Vanish toilet cleaner at toilet cleaning
industry in Bangladesh which helps me to comprehend the knowledge of general
marketingsystem of a company. In spite of my cordial effort there may be few lacking in
my assignment. For that I am requesting your kind consideration and expect that you will
be pleased with my job.
Thanking you and looking forwardto receive your cordial approval of my submission.
Sincerely Yours
Asib Uddin Ahmad
ID: 082-055-031
ii
Student Declaration
I hereby declare that an internship report on An analysis about current market
positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh has
been prepared by meas the partial fulfillment of requirement for BBA degree fromAtish
Dipankar University of Science and Technology.
The given information is true and the source of collecting data is authentic. This report is
arranged for academic reason and I do not have any wrong intention or financial
assistance.
This internship is my original work and not submitted for the award of any other degree
or other similar titles or prizes and that the work has not been published in any journal or
magazine.
I ensure that I do not try to hamper companies goodwill. This research I developed by
my opinion, it is not companies overview.
Sincerely yours
Asib Uddin Ahmad
ID: 082-055-031
iii
Supervisor Certification
This is to certify that this internship report on An analysis about current market
positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh A
Study On, ACI Limited, 245 Tejgaon Industrial Area, Dhaka, is solely prepared by Asib
Uddin AhmadID:-082-055-031under my direct supervision for fulfillment of the degree
of Bachelor of Business Administration. To my knowledge it is his fundamental work
and it has not been submitted to anywhere. So, this report is recommended for the viva -
voce examination.
.
Md. Wali Ullah
Lecturer
Atish Dipankar University of Science and Technology..
Banani, Dhaka.
iv
Acknowledgement
I would like to express my heart left gratitude to my supervisor Md. Wali Ullah, lecturer,
Atish Dipankar University of Science and Technology, his contribution will be
remembered always, and the timely completion this project is mainly due to his interest
and persuasion.
I would like to give my sincere thanks to my external supervisor Sajfina Seraj, Asst.
Manager, Consumer Brands, ACI Limited for sharing her valuable experience and insight
with me.
Finally, I would like to thanks all of the staff of ACI Limitedwho gave me unconditional
support at field work. My thanks also goes to those cooperated with me at any of the
steps of the projects, irrespective of the size and shape of their contribution, they made
themselves and important part of this project. I have done my best and I am confident that
project would meet the expectation of my faculty.

v
Executive Summary
This report aims toward providing findings on current market position of Vanish Toilet
Cleaner among theother companies of toilet cleaning industry. This report also tries to
expose customer interest and awareness of toilet cleaner. The report is prepared within
the broader framework of Internship Program of the Faculty of Business Administration
of Atish Dipankar University of Science and Technology. While preparing this report it
has been tried to reveal the insights of the marketing position of the company in this
industry and a few recommendations and suggestions were also prescribed based on the
observation and results.
Due to raising the awareness among the people of Bangladesh their healthcare, now they
are conscious about toilet cleaning. Meanwhile, the competition in the toilet cleaning
industry tremendously growing day by day for entering new business competitor. Harpic,
of global household product maker of Reckitt Benckiser is the pioneer who introduce
toilet cleaner first time in Bangladesh, they controls a majority of Bangladeshs toilet
cleaning market.
By following Harpic, some company also operate. By the continuation of this condition
the ACI Limited launched Vanish Toilet Cleaner in 2003, but it was reborn in 2008 with
new and attractive packaging with different functional pack size. Currently it is
considered that they are the market challenger because, they are the second highest
marketer in this industry. Sakti of Square Ltd. Finpic of Finish Co. Clean Master
of Kohinoor Chemical Co. Ltd. also compete in this market.
This report Contain the 4ps analysis whereas focuses the details of product, price,
promotion, and place of the main brand who control the toilet cleaning in Bangladesh.
vi
This report examinesthe actual competitiveposition amongdifferent company in diverse
market in Dhaka. Other intendof this study to accumulate customers surveillance about
the cleaner industry.
The aim of this paper is to analyze toilet cleaner products to make is more competitive in
the toilet cleaning industries with a view to how to counter the ensuing challenge in the
industry as a consequence of the changing business nature. Finally, indentifying the
shortcomings of strategies Vanish Toilet Cleaner is currently applying an attempt has
been made to recommend the strategic options for Vanish Toilet Cleaner to become more
competitive in the toilet cleaning industry.

vii
Table of Content
Serial no. Topic name Page no.
Letter of Transmittal i
Student Declaration ii
Supervisor Certification iii
Acknowledgement iv
Executive Summary v
Table of Content vii
List of Figures and Tables ix
List of Acronyms xi
Chapter 1 Introduction of the Report 1 - 4
1.0 Introduction 2
1.1 Backgroundof the Study 2
1.2 Significance of the study 3
1.3 Objective of the study 3
Chapter-2 Methodology of the Report 5 9
2.0 Methodology of the Study 6
2.0.1 Research Design 6
2.0.2 Sampling Design 6
2.0.3 Data Collection 7
2.0.4 Data Analysis 7
2.0.5 Study Instruments 8
2.0.6 Study Approach 8
2.1 Limitation of the Study 8
Chapter-3 Review of Literature 10 - 16
3.0 Market Competition 11
3.0.1 Perfect Competition 11
3.0.2 Imperfect Competition 12
3.1 Consumers Attitude 12
3.2 Brand 14
3.3 Marketing mix 15
3.4 The Consumer Goods 16
3.5 Accounting System 16
Chapter-4 Analysis and Findings 17 -68
4.0 4PsAnalysis 18
viii
4.0.1 Product Analysis 19
4.0.2 Price Analysis 25
4.0.3 Promotion Analysis 26
4.0.3.1 Survey on Promotional offer 29
4.0.4 Place Analysis 30
4.0.4.1 Total Market List for Study 30
4.0.4.2 Number of Market list for Study 34
4.1.0 Competitive Positions of Different Brand 35
4.1.0.1 Table & Explanation 35
4.1.1 Market Share 54
4.1.2 Total Market Coverage 56
4.1.3 Value-wise Analysis 58
4.2.0 Consumer Perception about toilet cleaner 59
Chapter-5 Recommendations and Conclusions 69 - 67
5.0 Recommendations 70
5.1 Conclusions 71
5.2 Research Timeline 72
Chapter-6 References 73
5.2 Web References 74
Appendix-1 Company Profile xii
Appendix-2: Questionnaire xx
Appendix-2: Questionnaire - 2 xxiv
Appendix-3: Monthly wise Consumer Activities xxv
Appendix-4: Monthly wise Consumer Activities xxvi
ix
List of Figures and Tables
Topic name Page no.
Table-1: Price Information Chart 25
Table-2: Competitive Price Analysis 26
Table-3: The promotional activities of different brands 27
Table-4: Market list and total shop of Gulshan Territory 30
Table-5: Market list and total shop of UttaraTerritory 31
Table-6: Market list and total shop of BasaboTerritory 31
Table-7: Market list and total shop of Santinagar Territory 32
Table-8: Market list and total shop of DhaniaTerritory 32
Table-9: Market list and total shop of Kaptan Bazaar Territory 32
Table-10: Market list and total shopof Mohammadpur Territory 33
Table-11: Market list and total shop of Mirpur Territory 33
Table-12: Market list and total shopof New Market Territory 33
Table-13: Competitive Positions for 500 ml in Gulshan Territory 36
Table-14: Competitive Positions for 750 ml in Gulshan Territory 37
Table-15: Competitive Positions for 500ml in Uttara Territory 38
Table-16: Competitive Positions for 750ml in UttaraTerritory 39
Table-17: Competitive Positions for 500 ml in Basabo Territory 40
Table-18: Competitive Positions for 750 ml in Basabo Territory 41
Table-19: Competitive Positions for 500 ml in Santinagar Territory 42
Table-20: Competitive Positions for 750 ml in Snatinagar Territory 43
Table-21: Competitive Positions for 500 ml in DnaiaTerritory 44
Table-22: Competitive Positions for 750 ml in DaniaTerritory 45
Table-23: Competitive Positions for 500 ml inKaptan Bazaar 46
Table-24: Competitive Positions for 750 ml inKaptan Bazaar 47
Table-25: Competitive Positions for 500 ml inMahammadpur 48
Table-26: Competitive Positions for 750ml inMahammadpur 49
Table-27: Competitive Positions for 500 ml in Mirpur Territory 50
Table-28: Competitive Positions for 750ml in Mirpur Territory 51
Table-29: Competitive Positions for 500 ml in New Market 52
Table-30: Competitive Positions for 750ml inNew Market 53
Table-31: Competitive Positions for 500ml 54
Table-32: Competitive Positions for 750ml 55
Table-33: Market coverage of different Brand 56
Table-34: Market value of total market coverage 58
x
Figure-1: Necessity of Consumer promotion 29
Figure-2: Competitive Positions for 500 ml in Gulshan Territory 36
Figure-3: Competitive Positions for 750 ml in Gulshan Territory 37
Figure-4: Competitive Positions for 500ml in Uttara Territory 38
Figure-5: Competitive Positions for 750ml in UttaraTerritory 39
Figure-6: Competitive Positions for 500 ml in Basabo Territory 40
Figure-7: Competitive Positions for 750 ml in Basabo Territory 41
Figure-8: Competitive Positions for 500 ml in Santinagar Territory 42
Figure-9: Competitive Positions for 750 ml in Snatinagar Territory 43
Figure-10: Competitive Positions for 500 ml in DnaiaTerritory 44
Figure-11: Competitive Positions for 750 ml in DaniaTerritory 45
Figure-12: Competitive Positions for 500 ml inKaptan Bazaar 46
Figure-13 Competitive Positions for 750 ml inKaptan Bazaar 47
Figure-14: Competitive Positions for 500 ml inMahammadpur 48
Figure-15: Competitive Positions for 750ml inMahammadpur 49
Figure-16: Competitive Positions for 500 ml in Mirpur Territory 50
Figure-17: Competitive Positions for 750ml in Mirpur Territory 51
Figure-18: Competitive Positions for 500 ml in New Market 52
Figure-19: Competitive Positions for 750ml inNew Market 53
Figure-20: Competitive Positions for 500ml 54
Figure-21: Competitive Positions for 750ml 55
Figure-22: Market coverage of different Brand 56
Figure-23: Market value of total market coverage 58
Figure-24: Toilet cleaner is using for germ free toilet 60
Figure-25: Toilet cleaner is using for shining Commode/ Pan 61
Figure-26: Brand loyal to purchase toilet cleaner 62
Figure-27: Product quality to purchase toilet cleaner 63
Figure-28: Price is significant particulars 64
Figure-29: Attractive free gifts influence to purchase toilet cleaner 65
Figure-30: Attractive physical attribute & packing
of product to purchase toilet cleaner 66
Figure-31: Product availabilities arethe most valuable factor to make
success 67
Figure-32: Advertising is important essentialities to rising sales of
toilet cleaner 68
xi
List of Acronyms
ACI-Advanced Chemical Industries
FMCG- Fast Moving Consumer Goods
TM- Trademark
SIC- Special Inorganic Chemical
MIC- Methyl Isocyanate
MRP- Maximum Retail Price
VAT- Value Added Tax
SKU- Stock Keeping Unit
ATL- Above the Line
BTL- Below the Line
TTL- Through the Line
ML Milliliter
ISO- International Organization for Standardization
SR- Sales Representative
ICI- Imperial Chemical Industries
WHO- World Health Organization
HCL- Hydrogen Chloride
1
CHAPTER ONE
INTRODUCTION
2
1.0: Introduction:
The internship is an integral part of the BBA program. This work term provides a student to
work into the professional environment and give an opportunity to be skilled on a specific
organization. To fulfill the academic requirements of the internship student is required to
submit an internship report on the basis of whatever they done in the 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. Wali Ullah, Lecturer, Department of Business
Administration, Atish Dipankar Biggayan O Projukti Bishawbiddalay, Bangladesh was my
internal supervisor and external supervisor was Ms. Sajfina Seraj, Assistant Brand Manager,
ACI Limited.

1.1: Background of the study:
Knowledge and learning become perfect when it is associated with theory and practice.
Theoretical knowledge gets its perfection with practical application. After the competition of
the eleven semesters I was placed ACI Limited, for three months for an internship program
for getting practical knowledge. An analysis of current level of competitions and the
customers judgment about the toilet cleaner industry in Bangladesh is the area of my study.
This internship program brings me closer to the practices in marketing systemand helps to
develop a little understanding about the detailed mechanism of the ACI Limited.
This practical orientation is also a positive development in professional area. Recognizing the
importance in practical experience, Department of Business Administration has introduced a
three months practical experience gathering program as a part of the curriculum of Bachelor
of Business Administration (BBA). In this state I have worked to reflect my entire efforts at
analyzing the experience of practical orientation and field work related to An analysis of
current level of competitions and the customers judgment about the toilet cleaner industry in
Bangladesh.
3
1.2: Significance of the Study:
This report is an important partial requirement of four years BBA, graduation program. This
is because knowledge and learning become perfect when it is associated with theory and
practice. By this internship program students can establish contacts and networking and they
can train and prepare themselves for the job market. The internship designed to bridge the gap
between the theoretical knowledge and real phenomenon. Therefore, it is obvious that the
significance of internship is clearly justified as the crucial requirement of four years BBA
graduation.
1.3: Objectives of the Study:
The main objective of the report is to fulfill the requirement of BBA program. The objective
of the study may be viewed as:
i. Broad/General Objective: The Prime objectives of internship & report preparing are to
gather practical knowledge regarding marketing systems and operation. This practical
orientation gives us a chance to co-ordinate the theoretical knowledge with the practical
experience.
ii. Specific Objectives:
The following are the objectives for this practical orientation in company.
To get an idea about the General Marketing System of Consumer Brand, ACI
Ltd.
To analyze current level of competition of toilet cleaner industry.
Toanalyze the different aspects (product features, pricing factors, distributing
system, market coverage) of the toilet cleaner for identifying the competitive
position in the market.
To know the necessity of consumer promotion/offer for toilet cleaning
product.
To analyze strength, weakness, opportunities, and threats of different
companies in toilet cleaning industry.
4
To apply theoretical knowledge in the practical field.
To make on the basis of analysis and give some recommendations for
increasing the market share.
To find out the customers outlook about the toilet cleaner.
5
CHAPTER TWO
METHODOLOGY
6
2.0: Methodology of the Study:
This study is exploratory in nature. All the issues intended from this study are to be explored
through assessing and analyzing information gathering from different sources collected by
using a specific methodology. The method is subdivided into four parts- Research design,
Sample design, Data collection, and Data analysis.
2.0.1: Research Design:
The purpose of this study is to gain consumer insights about the primary idea of using toilet
cleaner. Moreover, using the above the information the study will pursues an analysis of
current level of competitions and the customers judgment about the toilet cleaner industry in
Bangladesh. As this is a new concept in Bangladesh so that an exploratory research will be
more appropriate for that.
2.0.2: Sampling design:
For making easy to do study I had made a sample unit for entire population. In this study
several surveys conduct for different purpose. For theanalysisfor customers judgment there
are 50 respondents are selected as a sample unit. On the other hand, for analyzing the
customer preference of consumer promotion or offer 100 respondents are selected as a sample
unit. Moreover, I also visitedfifty four markets around Dhaka city for collecting information
about current level of competition in toilet cleaning industry for my internship report. All the
primary information was collected from the sample unit. Here I tried to obtain factual and
relevant information.
2.0.2.1: Sampling Frame:
The market list provided by ACI Limitedis considered as sampling frame.
2.0.2.2: Sampling Technique:
Convenient sampling was used for drawing sample from the population.
7
2.0.2.3: Sample Size:
The total sample size for my study was 50 that were conveniently taken among the
respondent. Moreover, fifty four market in Dhaka city.
2.0.3: Data collection:
Basically to prepare this report two types of sources are used, one is the primary source and
another one is secondary source.
2.0.3.1: Primary Data:
Primary source is an artifact, a document, or other source of information that was created at
the time under study. Primary source of data used as below-
Face to face conversation with the retailers.
Face to face conversation with the customers.
Expert opinion.
Discussion with the faculty members of the ADUST.
2.0.3.2: Secondary Data:
Secondary data were collected mainly from websites. The other sources were FMCG Guide,
SR and other stuffs of ACI, different articles and newspaper.
2.0.4: Data Analysis:
Quantitative and qualitative data were collected and analyzed according to acceptable
standards of practice. Different tables and graphs were used to make the data meaningful and
comparable. Qualitative data were analyzed rationally and in comparison with current market
condition. It has been mentioned earlier that, the data will be gathered by in-depth interview
so most of the analysis will be qualitative. However, there will be few quantitative solutions.
For efficient analysis and presentation, application packages like Office XP (Microsoft Word,
Microsoft Excel) will be used.
8
2.0.5: Study Instruments:
The broad category of sample unit was interviewed through a set of structured questioner. The
questionnaire is presented in appendix.
2.0.6: Study Approach:
Personal Interviews.
2.1: Limitation of the Report:
This report will only consider General Banking System of BASIC Bank Limited, Study on
Motijheel Branch. To make a report authentic, all sort of information were not easy to
acquire. I have been faced several problems during my study. Alone with these I try to give
my best effort to make the report inclusive. Some limitations were-
The main hindrance behind preparing this report was time. The tenure of the
Internship program is only three months. So it is not possible to go through in depth
within this short span of time.
Inaccurate or contradictory information.
A very limited period of day was found suitable for conducting survey.
Many times the respondents were found after answering few questions left the
interview for looking after their work, which resulted in discontinuity in interview and
the wastage of time and effort.
Retailers who are including my sample frame some of them played conservative role
in sharing the information required to conduct this research.
The in-depth interview should be conducted with the help of experience moderator but
it was very cost sensitive. So, the interview was taken by self which might crept few
errors on the research.
As this study has been done first time in Bangladesh, the literature reviews were not
very healthy enough. Moreover, there was very little information found of some of the
topic for the literature review.
The interview was conducted only on theDhaka city for the time limits of internship
periods.
9
CHAPTER THREE
LITERATURE REVIEW
10
3.0: Market Competition
In economics, competition is the rivalry among sellers trying to achieve such goals as
increasing profits, market share, and sales volume by varying the elements of the marketing
mix: price, product, distribution, and promotion. Merriam-Webster defines competition in
business as "the effort of two or more parties acting independently to secure the business of a
third party by offering the most favorable terms."
Microeconomic theory distinguished between perfect competition and imperfect competition,
and concluded that no system of resource allocation is more Pareto efficient than perfect
competition. Competition, according to the theory, causes commercial firms to develop new
products, services, and technologies, which would give consumers greater selection and better
products. The greater selection typically causes lower prices for the products, compared to
what the price would be if there was no competition (monopoly) or little competition
(oligopoly).
3.0.1 Perfect Competition
The concept of perfect competition applies to widely available commodity products where
there are many companies and no single company can influence pricing. In the long run,
companies that are engaged in a perfectly competitive market earn zero economic profits.
This graph shows how in the long run, economic profits cannot be sustained in the long
period. Perfect competition is based on five assumptions as follows:
There are many buyers and sellers in a market with no single dominant buyer or seller. Each
company makes a substantially equivalent product, so goods are very similar or
homogeneous. Buyers and sellers have access to perfect information about price. There are no
barriers to entry into or exit from the market. There are no transaction costs. The idealized
purely competitive market ensures that no buyer or seller has any market power or ability to
influence the price. The sellers in a purely competitive market are price takers. The market
11
sets the price and each seller reacts to that price by altering the variable input and output in
the short run. In the long run, they can alter the scale of plant (the size of the fixed input in
each short run period).
3.0.2 Imperfect Competition
Imperfect competition is the competitive situation in any market where the sellers sell
different or dissimilar goods. Forms of imperfect competition include:
Monopoly- There is only one seller of a good.
Oligopoly - There are a few sellers of a good.
Monopolistic competition- There are many sellers producing highly differentiated goods.
Monopsony- There is only one buyer of a good.
Oligopsony- There are a few buyers of a good.
There may also be imperfect competition due to a time lag in a market. An example is the
jobless recovery. There are many growth opportunities available after a recession, but it
takes time for employers to react, leading to high unemployment. High unemployment
decreases wages, which makes hiring more attractive, but it takes time for new jobs to be
created.
3.1 Consumers Attitude:
Consumers attitudes towards marketing activities are important from both a theoretical and a
managerial standpoint (Gaski and Etzel 1986). As consumer attitudes significantly affect their
behavioral responses to marketing activities, knowledge of consumers attitudes toward
marketing has been used in economic forecast and found to be linked to several key
macroeconomic variables (Chopin and Darrat 2000). Such information can also help devising
effective strategies for companies as well as developing regulations by government agencies
to protect consumers interests. Existing research has dealt with consumers overall attitudes
toward marketing as well as specific marketing activities such as advertising and pricing
12
(Nwachukwu et al 199; Webster 1991). In general, researchers have focused on a central
issueCwhat causes the differences in consumers attitudes toward marketing activities?
Webster (1991), for instance, found significant differences in consumer attitudes toward
various marketing practices including product quality, pricing, advertising, and retailing or
selling; however, many of the differences remained even after social class and income effects
were removed. Therefore, what factors cause the differences in consumers attitudes and how
they affect consumers experience in the marketplace demand clarification.
Several researchers have found a number of other factors that influence consumers attitudes
towards marketing. Nwachukwu et al (1997) studied the ethical judgments of advertising and
marketing and found perceptions of individual autonomy, consumer sovereignty, and the
nature of the product played a significant role in terms of the ethical judgments of advertising.
Treise et al (1994) examined the perceptions of familiar advertising controversies: targeting
practices and messagestrategies. Their results show that consumers believe advertising often
violates broad ethical norms. In addition, the degree to which consumers judge advertising as
ethical or unethical varies as a function of their ethical philosophies such as relativism and
idealism (Treise et al 1994).
Although consumer attitudes towards various marketing activities have been studied in
developed economies (Barksdale et al. 1982; Webster 1991), studies of consumerism in
emerging markets have become increasingly important. In emerging market economies, after
decades in a sellers market that was under-supplied, consumers have embraced with
enthusiasm many marketing practices new to them, such as television advertising and
celebrity endorsement. Although the transition has been mostly beneficial, cases of
questionable marketing practices and consumer discontent have become more frequent.
Meanwhile, government regulations, public policy and legal infrastructure for protecting
consumer interests are under-developed. Consumerism is still at the developing stage, and
consumers are less experienced in protecting their rights and interests (Ho 2001).
13
3.2 Band:
A brand is a product, service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and frequently marketed.
Moreover, a brand name is the name of the distinctive product, service, or concept. Branding
is the process of creating and disseminating the brand name. Branding can be applied to the
entire corporate identity as well as to individual product and service names.
Brands are usually protected from use by others by securing a trademark or service mark from
an authorized agency, usually a government agency. Before applying for a trademark or
service mark, people need to establish that someone else has not already obtained one for the
name the company has proposed. Once the company found that no one else is using it, the
company can begin to use this brand name as a trademark simply by stating that, it is a
trademark using the "TM" symbol where it first appears in a publication or Web site. After the
company receives the trademark then it can use the registered symbol after the trademark.
Brands are often expressed in the form of logos, graphic representations of the brand. In
computers, a recent example of widespread brand application was the "Intel Inside" label
provided to manufacturers that use Intel's microchips.
A company's brands and the public's awareness of them are often used as a factor in
evaluating a company. Corporations sometimes appoint market research firms to study public
recognition of brand names as well as attitudes toward the brands.
However, today brand is what they do for people that matters much more, how they reflect
and engage them, how they define their aspiration and enable them to do more. Powerful
brandscan drive success in competitive and financial markets, and indeed become the
organization's most valuable assets.
14
3.3 Marketing mix:
The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In
fact, they are not necessarily the same thing.
"Marketing mix" is a general phrase used to describe the different kinds of choices
organizations have to make in the whole process of bringing a product or service to market.
The 4Ps is one way probably the best-known way of defining the marketing mix, and was
first expressed in 1960 by E J McCarthy.
The 4Ps are:
Product (or Service)
Place
Price
Promotion
A good way to understand the 4Ps is by the questions that you need to ask to define your
marketing mix.
The 4Ps model is just one of many marketing mix lists that have been developed over the
years. And, whilst the questions we have listed above are key, they are just a subset of the
detailed probing that may be required to optimize your marketing mix.
Amongst the other marketing mix models have been developed over the years is Boom and
Bitner's 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus
people, processes and physical layout decisions.
Another marketing mix approach is Lauterborn's 4Cs, which presents the elements of the
marketing mix from the buyer's, rather than the seller's, perspective. It is made up of
Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and
Communication (promotion). In this article, we focus on the 4Ps model as it is the well-
recognized, and contains the core elements of a good marketing mix.
15
3.4 SWOT Analysis:
SWOT Analysis originated by Albert S Humphrey in the 1960s, SWOT Analysis is as useful
now as it was then. You can use it in two ways - as a simple icebreaker helping people get
together to "kick off" strategy formulation, or in a more sophisticated way as a serious
strategy tool.
The SWOT analyses are:
Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis is a simple but useful framework for analyzing an organization's strengths
and weaknesses, and the opportunities and threats that they face. It helps them focus on their
strengths, minimize threats, and take the greatest possible advantage of opportunities available
to them. Company can also use it to get an understanding of their competitors, which can give
them the insights they need to craft a coherent and successful competitive position. When
carrying out SWOT Analysis, be realistic and rigorous. Apply it at the right level, and
supplement it with other option-generation tools where appropriate.
16
3.5 The Consumer Goods:
In economics, any tangible commodity which is produced and subsequently consumed by the
consumer, to satisfy its current wants or needs, is a consumer good or final good. Consumer
goods are goods that are ultimately consumed rather than used in the production of another
good.
There are legal definitions. For example, The United States Consumer Product Safety Act has
an extensive definition of consumer product, which begins:
CONSUMER PRODUCT.--The term consumer product means any article, or component
part thereof, produced or distributed (i) for sale to a consumer for use in or around a
permanent or temporary household or residence, a school, in recreation, or otherwise, or
ii) for the personal use, consumption or enjoyment of a consumer in or around a permanent or
temporary household or residence, a school, in recreation, or otherwise; but such term does
not include (A) any article which is not customarily produced or distributed for sale to, or
use or consumption by, or enjoyment of, a consumer.
3.6 Toilet Cleaning Product:
Toile cleaner issuch products to be free of germs, can increasethe shining or whitening of
toilet, and removed the bed odor from toilet.
17
CHAPTER FOUR
DATA ANALYSIS AND
FINDING
18
4.0: 4Ps Analysis
4Ps analysis is accomplishedbetween the major Toilet Cleaning Brand in current Bangladeshi
market.
The names of those brands are:
Harpic
Vanish
Shakti
Clean Master
Finpic.
4.1: Product Analysis:
19
4.0.1: Product brand name: Vanish Toilet Cleaner
Manufacture Company: ACI Limited
Main Ingredients:
Xantham Gum
Labsa
Hydrochloric Acid
SKU Size:
500 ml.
750 ml.
Quality:
Vanish is the most effective toilet cleaner that kills 99.99% germs and ensure the
maximum cleanliness in only 10 minutes , while the other toilet cleaner in the market
including the most established brand offers cleaning and germ cleaning in 20 minutes.
Picture 4.1.1: Vanish Toilet Cleaner
20
4.0.2: Product brand name: Harpic
Manufacture Company: Reckitt Benckiser Limited
Main Ingredients:
De ionized water 0.650 grams
Classicol ATX 0.100 grams
Hydrochloric acid (37%) 0.250 grams
Fragrance (Acid stable) 0.002 grams
SKU Size:
225 ml.
500ml.
750ml.
1000 ml.
Quality:
Harpic is the most powerful and 5 times strong then Finail, Blich or detergent.
Picture 4.1.2: Harpic
4.0.3: Product brand name: Finish
Manufacture Company
Main Ingredients:
HP
LABSA
HCL
Cleaning Booster.
SKU Size:
500 ml.
750 ml.
Quality:
Finpic is Environment
Finish Finpic
Manufacture Company: Finish Oil Co.
LABSA
Cleaning Booster.
500 ml.
750 ml.
Environment friendly, safe for septic tanks.
Picture 4.1.3: Finpic Toilet Cleaner
21
22
4.0.4: Product brand name: Clean Master
Manufacture Company: Kohinoor Chemical Company (BD) Ltd.
Main Ingredients:
Extra Power LABSA
Special Inorganic Chemical (SIC)
Cleaning Booster.
SKU Size:
500 ml.
Quality:
Clean Master removes tough stains, kills germs and Deodorizes toilet within very
short time.
Picture 4.1.4: Clean Master Toilet Cleaner
23
4.0.5: Product brand name: Shakti Toilet Cleaner
Manufacture Company: Square Toiletries Ltd.
Main Ingredients:
Powerful Gel
Methyl Isocyanate (MIC)
Fenoyl
HCL
LABSA
Aqua Color
SKU Size:
500 ml.
750 ml.
Quality:
Shakti Liquid Toilet Cleaner is a heavy duty liquid toilet cleaner which removes stains
for good and leaves your toilet looking cleaner than ever, feeling hygienic than ever.
Picture 4.1.5: Shakti Toilet Cleaner
24
4.1.1: Other Brand Name of Toilet Cleaner:
Beside the major brand of toilet cleaning, some of other brands also operate their business in
Bangladeshi market with very small quantity of market share. The names of those brands are:
TarboToilet Cleaner.
FaanToilet Cleaner.
HarpoonToilet Cleaner.
KleenexToilet Cleaner.
Xtra-Power Toilet Cleaner.
HygieneToilet Cleaner.
Raz Toilet Cleaner.
RiyaToilet Cleaner.
4.1.2: Price Analysis:
4.1.2.1: Price Information:
Price Informationof different brand of toilet cleaners is:
Table: 4.1 Price Information Chart
Product Name with
Different SKU
Pack
Size
15% VAT on TP
per unit
MRP with 15% VAT
per Unit
Vanish 500ml 12 66.50 tk. 75.00 tk.
Vanish 750ml 12 84.88 tk 95.00 tk.
Harpic 225 ml 12 30.00 tk. 35.00 tk
Harpic 500 ml 12 67.57 tk. 75.00 tk.
Harpic 750 ml 12 84.88 tk 95.00 tk.
Harpic 1000 ml 12 95.57 tk. 120.00 tk.
Shakti 500 ml 12 62.00 tk. 75.00 tk.
Shakti 750 ml 12 72.59 tk. 95.00 tk.
Finpic 500 ml 12 45.00 tk. 75.00 tk.
Clean Master 500 ml 12 61.00 tk. 70.00 tk.
Harpoon 500 ml 12 45.00 tk. 60.00 tk.
Harpoon 750 ml 12 62.00 tk. 85.00 tk.
Kleenex 500 ml 12 55.00 tk. 70.00 tk.
25
4.1.2.2: Competitive Price Analysis:
Competitive price analysis among the top major brands of toilet cleaner by different SKU
wise MRP are:
Table 4.2: Competitive Price Analysis
Above the table we can see that, Harpic provided the Most SKU (Stock Keeping Unit) in the
market, they supply 225 ml, 500 ml, 750 ml, and 1000 ml. On the other hand, Vanish Toilet
Cleaner delivers 500 ml and 750 ml. Shakti Toilet Cleaner and Harpoon Supply the same
SKU. Meanwhile, Finpic, Clean Master and Kleenex Supply only 500 ml SKU. In the table
shows the MRP of different the toilet cleaners are most probably same in the current market.
4.1.3.0: Promotion Analysis:
Promotion is one of the market mix elements, and a term used frequently in marketing. The
objectives of promotional activity are increasing sales. The promotional activities do not
continue in the long period of time. Different brands of toilet cleaner provide special
consumer or trade offer or both.
Product 225 ml 500 ml 750 ml 1000 ml
Vanish * 75.00 tk. 95.00 tk. *
Hapic 35.00 tk. 75.00 tk. 95.00 tk. 120.00 tk.
Shakti * 75.00 tk. 95.00 tk. *
Finpic * 75.00 tk. * *
Clean Master * 70.00 tk. * *
Harpoon * 60.00 tk. 85.00 tk. *
Kleenex * 70.00 tk. * *

26
The promotional activities of different brands are:
Table 4.3: The promotional activities of different brands
Different companies operate ATL, BTL or TTL. Their promotional activities advertising by
postering, television, radio, newspaper, billboard etc.

Brand with SKU Trade Promotion Consumer Promotion
Vanish 500ml 1 piece free of 6 pieces Mug Free
Vanish 750ml 1 piece free of 6 pieces Bowl Free
Harpic 500 ml 1 piece free of 12 pieces
Shakti 500 ml 1 piece free of 12 pieces Mug Free
Shakti 750 ml 1 piece free of 12 pieces Toilet Tissue Free
Clean Master 500 ml Mug Free
Harpoon 500 ml 2 pieces free of 12 pieces
Harpoon 750 ml 2 pieces free of 12 pieces
Tarbo 500ml Foil Pack Dish Wash Free
Hygiene 500ml Wheel laundry Soap Free
* September 2013
Picture 4.2.1 Promotional Activities Picture 4.2.2 Promotional Activities
27
Picture 4.2.3 Display Program (Vanish)
Picture 4.2.4 Display Program (Harpic)
28
4.1.3.1: Survey on Promotional offer:
Conduct asurvey on Getting Consumers Preference on selecting Consumer promotion items
for Toilet Cleaning Product. In here the total sample size 100 End User, in Dhaka city.
Question: Having always consumer Promotion/offer with the Toilet cleaning product is
necessary?
Result
Total Respondent Yes No
100 41 59
Figure 4.1 Consumer Promotion/Offer with Toilet cleaning product is always necessary
4.1.3.1.1 Interpretation:
The result shows from the survey is that 41 (Forty one) respondents say yes, they thinkalways
having consumer offer is necessary. Meanwhile, 59 (Fifty nine) respondents disagree. They
belief having always consumer offer is not necessary.
41%
59%
Consumer Promotion/Offer with Toilet
cleaning product is always necessary
Agree Disagree
29
4.1.4.0: Place Analysis:
It has been mentioned earlier that, the competitive analysis is conduct in grocery shops of
Dhaka city. Those shops are selected from different grocery market around the Dhaka city.
The respondents for in-depth interview are the owner of retailer shop. For this analysis I
divided Dhaka city into three zones, by the suggestion of my external supervisor. The total
market coverage for this study is 62 (sixty two) and the number of shop or retailer is 2874
(two thousand eight hundred seventy four).
The total Market List for Using Analysis is in below:
4.1.4.0.1 Zone A:
In the market list zone A is the north part of Dhaka. There are two territories selected for the
study in Zone-A.
Those Territories are:
1. Gulshan.
2. Uttara.

Territory Name: Gulshan
No of Shop Name of Market Total Shop
1 Gulshan-1 DDC Market 31
2 Gulshan-2 DDC Market 39
3 Bashundhara Khacha Bazaar. 32
4 Nadda Bazaar. 21
5 Notun Bazaar. 40
6 J oar Sahara Bazaar. 60
7 Banani Kacha Bazaar. 45
8 Mohakhali Kacha Bazaar. 32
9 Niketon Kacha Bazaar. 49
10 Badda (North, Middle & Merul) 144
11 Gudaraghat Bazaar 37
Total 530
Table 4.4: Market list and total shop of Gulshan Territory
30
4.1.4.0.2 Zone B:
In the market list zone B is the South part of Dhaka. There four territories selected for the
study in Zone-B.
Those Territories are:
1. Basabo.
2. Santinagar.
3. Dania.
4. Katpan Bazaar.
Territory Name: Uttara
1 Koshai Bari Bazaar 59
2 Gayoir Nokkhin Khan Bazaar 29
3 BDR Market 51
4 Zoynal Market 38
5 Motaleb Market 9
6 Zohora market 20
7 House Building Churasta Bazaar 17
8 Khilkhet Bazaar 57
9 Ashkona Bazaar 63
10 Azompur. Sector -8 07
Total 350
Table 4.5: Market list and total shop of UttaraTerritory
Territory Name: Basabo
1 Taltola Kacha Bazar 44
2 Basabo Kacha Bazar 43
3 Khilgaon Kacha Bazar 71
4 Mothertec Kacha Bazar 37
5 Mugda 142
6 Nandipara Kacha Bazar 41
Total 378
Table 4.6: Market list and total shop of BasaboTerritory
31
Territory Name: Santinagar
1 Santinagar Kacha Bazar 68
2 AGB Koloni Kacha Bazar 23
3 Rampura Kacha Bazar 63
4 Fakirapul Kacha Bazar 65
5 Charulata Kacha Bazar 55
6 Malibag Kacha Bazar 88
Total 362
Table 4.7: Market list and total shop of Santinagar Territory
Territory Name: Dhania
1 J atrabari Bazar 54
2 J urain Bazar 72
3 Dhupkhola Bazar 50
4 Shampur Bazar 19
5 Dania Bazar 50
6 Shanir akhra Kacha Bazar 42
7 Dholaipar Bazar 41
Total 328
Table 4.8: Market list and total shop of DhaniaTerritory
Territory Name: Kaptan Bazaar
1 Kaptan Bazaar 109
2 Ray shab Bazaar 40
3 Sutrapur Bazaar 47
4 Anonndo Bazaar 55
5 Doyagonj Bazaar 42
6 NoyaBazaar 67
Total 360
Table 4.9: Market list and total shop of Kaptan Bazaar Territory
32
4.1.4.0.3 Zone C:
In the market list zone C is the Meddle part of Dhaka. There four territories selected for the
study in Zone-C.
Those Territoriesare:
1. MohammadPur.
2. Mirpur.
3. New Market.
Territory Name: Mohmmadpur
1 Townhall Market Kacha Bazaar 91
2 Krishi Market Kacha Bazaar 74
3 J eneva cump Kacha Bazaar 59
4 Shat moshjid Kacha Bazaar 20
5 Housing Kacha Bazaar 20
6 BDR Market 05
7 Modhu Bazar 11
8 Salek garden Kacha Bazaar 36
Total 316
Table 4.10: Market list and total shop of Mohammadpur Territory
Territory Name: Mirpur
1 Shah Ali Market 91
2 Shah Smriti Market 14
3 Muktijuddha Market 11
4 Rajinigandha Market 62
Total 178
Table 4.11: Market list and total shop of Mirpur Territory
Territory Name: New Market
No of Shop Name of Martket Total Shop
1 New Market Kacha Bazar 57
2 Banalata Market Kacha Bazar 20
3 Hatirpool Kacha Bazar 45
4 Kathal bagan Kacha Bazar 51
Total 173
Table 4.12: Market list and total shop of New Market Territory
33
4.1.4.1: Total Coverage:
Total Market Coverage
62
Total Shop/Retail
2874
34
35
4.2.0: Competitive Positions of Different Brand:
In this industry Harpic of Reckitt Benckiser (BD), is the Market leader followed by Vanish of
ACI Ltd. and Shakti of Square Toilitries Ltd. Finish Finpic is the major market player.
4.2.0.1: Table & Explanation:
4.2.0.1.1: Territory wise analysis:
This analysis is conducting on selected Territory wise with different SKU. That is
demonstrated in following:
Zone: A (Gulshan)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
Table 5.1: Competitive Positions for 500
Figure 5.1: Percentage of Market Share for 500 ml
3%
8%
2%
Competitive Positions for 500 ml in
Explanation:
According to the pie chart, Harpic is the brand leader in Gulshan Territory which is
containing 70% share among the competitors. Vanish and Finpic are the market followers
and others are in the average.
Total Quantity Found Percentage of Market
Share
714
4094
166
470
137
298
5879
Competitive Positions for 500 ml in Gulshan Territory
Percentage of Market Share for 500 ml in Gulshan
12%
70%
5%
Gulshan
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
36
Percentage of Market
Share
12
70
3
8
2
5
100
Territory
in Gulshan
Clean master 500 ml
Zone: A (Gulshan)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Table 5.2: Competitive Positions for
Figure 5.2: Percentage of Market Share for 75
85%
Explanation:
containing 85% share among the competitors. Vanish and Shakti are the market followers
restraining14% and 1% respectively.
Share
1005
5904
83
6992
: Competitive Positions for 750 ml in Gulshan Territory
ercentage of Market Share for 750 ml in Gulshan
14%
85%
1%
Gulshan
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
14% and 1% respectively.
37
Share
14
85
1
100
Territory
in Gulshan
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Zone: A (Uttara)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
5% 9%
4%
Explanation:
According to the above pie chart, Harpic is the brand leader in Uttara Territory which is
Share
496
1846
138
267
106
72
2925
: Competitive Positions for 500 ml in Uttara Territory
: Percentage of Market Share for 500 ml in Uttara
17%
63%
4% 2%
Uttara
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
38
Share
17
63
4
9
4
2
100
Uttara Territory
in Uttara
Clean master 500 ml
Zone: A (Uttara)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
74%
Explanation:
containing 24% and 2% respectively.
Share
756
2376
69
3201
: Competitive Positions for 750 ml in Uttara Territory
ercentage of Market Share for 750 ml in Uttara
24%
2%
Uttara
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
39
Share
24
74
2
100
Uttara Territory
in Uttara
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Zone: B (Basabo)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
Table 5.5: Competitive Positions
1.88%
10%
3.42%
Explanation:
According to the above pie chart, Harpic is the brand leader in Basabo Territory which is
containing 69.72% share among the competitors. Vanish and Finpic are the market followers
Share
382 1
2077 69.72
63
299 10.00
102
56
2979
: Competitive Positions for 500 ml in Basabo Territory
: Percentage of Market Share for 500 ml in Basabo
13%
70%
10%
2.11%
Basabo
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
40
Share
12.82
69.72
2.11
10.00
3.42
1.88
100
Territory
in Basabo
Clean master 500 ml
Zone: B (Basabo)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Explanation:
containing 3% and 2% correspondingly.
Share
63
1762
31
3201
: Competitive Positions for 750 ml in Basabo Territory
ercentage of Market Share for 750 ml in Basabo
3%
95%
2%
Basabo
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
41
Share
3
95
2
100
Territory
in Basabo
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Zone: B (Santinagar)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
Table 5.7: Competitive
3.28%
13.45%
1.77%
Explanation:
According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is
Share
928 1
3471 6
180
738 1
97
75
5489
: Competitive Positions for 500 ml in Santinagar Territory
: Percentage of Market Share for 500 ml in Santinagar
17%
63%
13.45%
1.37%
Santinagar
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
42
Share
17.00
63.00
3.28
13.45
1.77
1.37
100
Territory
in Santinagar
Clean master 500 ml
Zone: B (Santinagar)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Figure 5.8: Percentage of Market Share for
Explanation:
Share
282
2699 8
91
3072
: Competitive Positions for 750 ml in Santinagar Territory
ercentage of Market Share for 750 ml in Santinagar
9%
88%
3%
Santinagar
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
43
Share
9.00
88.00
3.00
100
Territory
in Santinagar
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Zone: B (Dania)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
3.90%
11%
4.26%
Explanation:
According to the above pie chart, Harpic is the brand leader in Dania Territory which is
containing 69% share among the competitors. Finpic and Vanish are the market followers
Share
279
2262 69.00
127
365 11.00
139
88
3260
: Competitive Positions for 500 ml in Dania Territory
: Percentage of Market Share for 500 ml in Dania
9%
69%
4.26%2.70%
Dania
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
44
Share
9.00
69.00
3.90
11.00
4.26
2.70
100
Territory
in Dania
Clean master 500 ml
Zone: B (Dania)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Figure 5.10: P
Explanation:
containing 94.55% share among the competitors. Vanish
containing 2.81% and 2.64% respectively.
Share
60
2150 94.55
64
3201
: Competitive Positions for 750 ml in Dania Territory
: Percentage of Market Share for 750 ml in Dania
2.81%
94.55%
2.64%
Dania
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
containing 94.55% share among the competitors. Vanishand Shakti are the market followers
45
Share
2.64
94.55
2.81
100
Territory
Dania
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
and Shakti are the market followers
Zone: B (Kaptan Bazaar)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
3%
7.34%
1.47%
Explanation:
According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory
which is containing 77% share among the competitors. Vanish and Finpic are the market
followers and others are in the average.
Share
565
6133 77.0
220
584
117
337
7956
Competitive Positions for 500 ml in Kaptan Bazaar Territory
: Percentage of Market Share for 500 ml in Kaptan Bazaar
7.10%
77%
1.47%
4%
Kaptan Bazaar
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
46
Share
7.10
77.00
2.77
7.34
1.47
4.24
100
Territory
in Kaptan Bazaar
Clean master 500 ml
Zone: B (Kaptan Bazaar)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Figure 5.12: Percentage of Market Share for
Explanation:
which is containing 92% share among the competitors. Vanish and
followers containing 5% and 3% respectively.
Share
213
4014
113
4340
: Competitive Positions for 750 ml in Kaptan Bazaar Territory
ercentage of Market Share for 750 ml in Kaptan Bazaar
5%
92%
3%
Kaptan Bazaar
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
which is containing 92% share among the competitors. Vanish and Shakti are the market
followers containing 5% and 3% respectively.
47
Share
5
92
3
100
Territory
in Kaptan Bazaar
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Shakti are the market
Zone: C (Mohammadpur)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
83.29%
1%
Explanation:
According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory
which is containing 83.29% share among the competitors. Vanish is the market follower and
others are in the average.
Share
557 13.00
3568 83.29
44
51
41
23
7956
: Competitive Positions for 500 ml in Mohammadpur Territory
: Percentage of Market Share for 500 ml in Mohammadpur
13%
83.29%
1%
0.96%
0.54%
Mohammadpur
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
48
Share
13.00
83.29
1.03
1.19
0.96
0.54
100
Territory
in Mohammadpur
Clean master 500 ml
Zone: C (Mohammadpur)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
88.44%
Explanation:
which is containing 88.44% share among the competitors. Vanish and Shakti are the market
followers containing 11.21% and 0.35% respectively.
Share
702 11.21
5538 88.44
22
4340
: Competitive Positions for 750 ml in Mohammadpur Territory
ercentage of Market Share for 750 ml in Mohammadpur
11.21%
88.44%
0.35%
Mohammadpur
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
followers containing 11.21% and 0.35% respectively.
49
Share
11.21
88.44
0.35
100
Territory
in Mohammadpur
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Zone: C (Mirpur)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
1.89%
10.63%
0.63%
Explanation:
According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is
containing 77.16% share among the competitors. Finpic and Vanish are the market followers
Share
333
2696 77.16
66
370 1
22
7
3494
: Competitive Positions for 500 ml in Mirpur Territory
: Percentage of Market Share for 500 ml in Mirpur
9.53%
77.16%
0.20%
Mirpur
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
50
Share
9.53
77.16
1.89
10.63
0.63
0.20
100
Territory
Mirpur
Clean master 500 ml
Zone: C (Mirpur)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Explanation:
containing 94.26% share among the competitors. Shakti and Vanish are the market followers
Share
133
2743 94.26
34
2910
: Competitive Positions for 750 ml in Mirpur Territory
ercentage of Market Share for 750 ml in Mirpur
4.57%
94.26%
1.17%
Mirpur
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
51
Share
4.57
94.26
1.17
100
Territory
Mirpur
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Zone: C (New Market)
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
3%
4%
10%
Explanation:
According to the above pie chart, Harpic is the brand leader in New market Territory which is
containing 54% share among the competitors. Vanish and Clean Master are the market
Share
879 2
1859 54.
98
148
332 10.00
114
3430
Competitive Positions for 500 ml in New market Territory
: Percentage of Market Share for 500 ml in New market
26%
54%
10%
3%
New market
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
52
Share
26.00
54.00
2.86
4.31
10.00
3.31
100
Territory
New market
Clean master 500 ml
Zone: B (New market)
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Figure 5.18: Percentage of Market
4.2.0.1.2: SKU wise Competitive A
68%
Explanation:
Share
1454 28
3492 67.94
194
5140
: Competitive Positions for 750 ml in New market Territory
ercentage of Market Share for 750 ml in New market
Competitive Analysis:
28%
4%
New market
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
ectively.
53
Share
28.00
67.94
4.00
100
Territory
in New market
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Brand Name
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
Total
Table 5.19:
Figure 5.20: Percentage of Market Share
Explanation:
According to the above pie chart, Harpic is the brand leader in
quantity of Unite is 28006 and 70% market
unit and their market share is 13%. Finpic has
of product. Others are in the average.
Shakti
3%
Finpic
8%
Clean master
3%
Percentage of Market Share
Share
5133
28006
1102
3292
1093
1070
42988
Table 5.19: Competitive Positions for 500ml
According to the above pie chart, Harpic is the brand leader in 500 ml SKU there total
quantity of Unite is 28006 and 70% market share among the competitors. Vanish
market share is 13%. Finpic has contained8% share with containing 3292 unit
thers are in the average.
Vanish13%
Harpic
70%
Others
3%
Vanish 500 ml
Harpic 500 ml
Shakti 500 ml
Finpic 500 ml
Clean master 500 ml
Others
54
Share
13
70
3
8
3
3
100
500 ml SKU there total
share among the competitors. Vanish has 5133
with containing 3292 unit
Vanish 500 ml
Clean master 500 ml
Brand Name
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
Total
Figure 5.20: Percentage of Market Share
Explanation:
According to the above pie chart, Harpic is the brand leader in 750 ml SKU there total
quantity of Unite is 30678 and 82% market share among the competitors. Vanish has 4668
unit and their market share has 13%. Shakti has contain
of product.
Harpic
Share
4668
30678
701
36047
Table 5.20: Competitive Positions for 750ml
to the above pie chart, Harpic is the brand leader in 750 ml SKU there total
unit and their market share has 13%. Shakti has containing2% share with containing 701 uni
Vanish
13%
Harpic
85%
Shakti
2%
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
55
Share
13
82
2
100
to the above pie chart, Harpic is the brand leader in 750 ml SKU there total
2% share with containing 701 unit
Vanish 750 ml
Harpic 750 ml
Shakti 750 ml
56
4.2.0.1.3: Total Market Coverage:
Brand Name Total Quantity Found Percentage of Market
Share
Vanish 9801 13
Harpic 60852 78
Shakti 1803 2.8
Finpic 3292 4.2
Clean master 1093 1
Others 1070 1
Total 77911 100
Table 5.21: Market coverage of different Brand
Figure 5.21: Percentages of Total Market Coverage
Vanish
13%
Harpic
78%
Shakti
2.8%
Finpic
4.2%
Clean
master
1%
Others
1%
Total Percentages of Market Coverage
Vanish
Harpic
Shakti
Finpic
Clean master
Others
57
Explanation:
According to the above pie chart, Harpic occupy the maximum market share. They have 78%
market share among the total market. Harpic 225 ml SKU product is extra added in this
analysis which is containing 2168 quantity of unit product; their total quantity unit of product
is 60852. Vanish of ACI Ltd have 13% share in this industry and they have 9801 unit of
product. Shakti of Square have 2.8% share in this industry and they have 1803 unit of product.
Finpic Containing 3292 unit of product they have 4.2% market share in this industry. On the
other hand, other companies have 2% of share.
58
4.2.0.1.4: Value-wise Analysis
Marker values of Top Five Brands are below:
Name of the Brand Company
VALUE
(Million/Tk.)
Harpic Reckitt Benckiser 5.09
Vanish ACI Ltd 0.83
Finpic Finish Oil Co. 0.25
Shakti Square 0.15
Clean Master Kohinoor Ch. 0.08
* Brand leader Unit-wise
Table 5.22: Market value of total market coverage
Explanation:
The market value is considerate by MRP of total products with different SKU of selected top five
brands. The total market value of Harpic has 5.09 million taka. The market value of Vanish has 0.83
million taka. The market value of Finpic, Shakti, and Clean Master has 0.25, 0.15 and 0.08 million
Takarespectively.
Graphical Presentation:
Figure 5.22: Total Market Value of top 5 Brands
5.09
0.83
0.25
0.15
0.08
0
1
2
3
4
5
6
Company Reckitt
Benckiser
ACI Ltd Finish Oil Co. Square Kohinoor Ch.
Name of the
Brand
Harpic Vanish Finpic Shakti Clean Master
M
I
L
L
O
N

(
T
K
)
Value-wise Analysis
59
60
4.3.0: SWOT Analysis:
SWOT analysis is conducting three different characteristics Brand of the toilet cleaning
industry. Those Brands are:
1. Vanish Toilet Cleaner.
2. Harpic Toilet Cleaner.
3. Clean Master Toilet Cleaner.
4.3.0.1: SWOT Analysis of Vanish Toilet Cleaner
Vanish Toilet Cleaner
Parent Company ACI Ltd.
Category Home Care Toilet Cleaner
Sector FMCG
Tagline/ Slogan Quick Action Toilet cleaner
USP (Unique Selling
Proposition) Cleans & Kills in 10 minutes
STP
Segment Toilet Cleaner Liquid Cleaner
Target Group Liquid Cleaner for Toilets targeting all households.
61
Positioning
Vanish Toilet Cleaner gives the confidence of destroying all
known germs and help improve general hygiene and health
standards in communities around the country.
SWOT Analysis
Strength
1. Only brand which has Xanthan Gum has the properties to
kill germs. (ISO 9001 certified)
2. Vanish Toilet Cleaner Kills 10 times more germs than
phenyls- thus assuring you and your family of complete
protection from germs.
3. Strong and large distributive network.
Weakness
1. Segment presence mainly in Urban Areas.
2. Low presence in mass media and mainly advertises the
promo tags only.
3. Limited brand loyalty due to poor use of parent
companys brand.
Opportunity
1. Vanish Germ Kill Challenge Raising awareness
among households about use of Vanish instead of local
Phenyl.
2. Vanish Can effective use of parent brand. (ACI Ltd.)
3. Tie-up with hotel chains, restaurants, hospital, university
etc.
Threats
1. Toilet cleaning market is traditionally dominated by the
unbranded Phenols.
2. Some Competitorsoffering at low price.
3. Strong established competitor like Harpic.
62
4.3.0.2: SWOT Analysis of Harpic Toilet Cleaner
Harpic
Parent Company Reckitt Benckiser
Category Home Care brands
Sector FMCG
Tagline/ Slogan Cleans round the bend
USP (Unique Selling
Proposition) Number one toilet cleaner since more than 80yrs.
STP
Segment Homecare- Toilet cleaner segment
Competition
Competitors
1.Harpic
2.Finpic
3.Shakti
4.Clean Master
63
Target Group Urban households, restaurants, hotels, corporate etc
Positioning Powerful cleaning; Expert in lavoratory care
SWOT Analysis
Strength
1. Strong backing of the company
2. Market leader in toilet care category
3. Good brand promotion by advertising and other media
4. Good distribution channel that ensures brand presence
5. One of the most popular brand in the cleansing market
Weakness
1. Tough competition means limited market share growth
2. Fake products with similar names affects brand presence
Opportunity
1.Still major market not tapped
2.Should extend in rural market
3.Bring variety in products
Threats
1.Local players offering at low price
2.Substitues such as detergents, bleach available for
cleaning
3.Increase in low cost private labels
64
Competition
Competitors
1.Harpic
2.Finpic
3.Shakti
4.Clean Master
4.3.0.3: SWOT Analysis of Clean Master Toilet Cleaner
Clean Master
Parent Company Kohinoor Chemical Con. Ltd.
Category Home Care brands
Sector FMCG
Tagline/ Slogan Guaranteed germ kill
USP
Removes tough stains, kills germs and deodorizes toilet
within very short time.
STP
Segment Liquid toilet cleaner
Target Group Middle class households looking for a cost effective product
65
Positioning
Removes the toughest stains, eliminates the source of bad
odor from the ceramic commode/pan/urinal and basin and
causes no harm to septic tank or the natural environment,
the release claimed.
SWOT Analysis
Strength
1. Gives same benefits as other toilet cleaners at a lower
price
2. Presence in the market since long time
3. Clean Master containing the formula Special Inorganic
Chemical (SIC) guarantees germ kill
Weakness
1. Poor presence in BTL activation
2.Low value share in the market
3.More investment in discounted products thus lowers the
expenditure on promotions and advertisements
Opportunity
1. Tie ups with hotels, shelf visibility in supermarkets
2.Untapped rural market
3.New strategies and advertising campaigns to reach every
household
Threats
1. Aggressive competition from well established names
2.Use of cheaper products in middle class households like
66
phenyls and acid for toilet cleaning
3.Competition from local and international players
Competition
Competitors
1.Harpic
2.Finpic
3.Shakti
4.Vanish
4.4.1 I use toilet cleaner to get germ free toilet.
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Figure 7.1: Toilet cleaner is us
Interpretation:
54% of customers are strongly agreed
cleaner for germ free toilet.
54%
0
10
20
30
40
50
60
Strongly
Agree
I use toilet cleaner to get germ free
toilet cleaner to get germ free toilet.
Table-1
Frequency Percent Cumulative Percent
27 54 54
23 46 100
0 0 100
0 0 100
0 0 100
Figure 7.1: Toilet cleaner is using for germ free toilet
of customers are strongly agreedand 46% of customers are agreeing that, they use toilet
46%
0 0 0
Agree Neutral Disagree Strongly
disagree
toilet
67
Cumulative Percent
54
100
100
100
100
and 46% of customers are agreeing that, they use toilet
Percent
4.4.2 I use toilet cleaner to get shining Commode/ Pan.
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Figure 7.2: Toilet cleaner
Interpretation:
cleaner for shining Commode or Pan. 8% consumers are neutral and 6% does not
this complement.
0%
0
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
I use toilet cleaner to get germ free toilet
toilet cleaner to get shining Commode/ Pan.
Table-2
23 46 46
20 40 86
4 8 94
3 6 100
0 0 100
: Toilet cleaner is using for shining Commode/ Pan
omers are strongly agreedand 40% of customers are agreeing that, they use toilet
shining Commode or Pan. 8% consumers are neutral and 6% does not
28%
52%
12%
8%
10 20 30 40 50
68

Cumulative Percent
shining Commode/ Pan.
% of customers are agreeing that, they use toilet
shining Commode or Pan. 8% consumers are neutral and 6% does not agree with
60
Percent
4.4.3 I am Brand loyal to purchase
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
I am Brand loyal to purchase
Figure7.3: Brand loyal to purchase
Interpretation:
loyal. 26% consumers are neutral and 4% does not agree with this complement.
0
5
10
15
20
25
30
35
40
45
50
Strongly
Agree
Agree
48%
22%
I am Brand loyal to purchase toilet cleaner.
Table-3
24 48 48
11 22 70
13 26 96
2 4 100
0 0 100
I am Brand loyal to purchase toilet cleaner
Figure7.3: Brand loyal to purchase toilet cleaner.
of customers are strongly agreedand 22% of customers are agreeing that, they
Neutral Disagree Strongly
disagree
26%
4%
0
69
3
Cumulative Percent
100
100
% of customers are agreeing that, they are brand
Percent
4.4.4 I consider the
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
I consider the
Figure7.4: Product
Interpretation:
60% of customers are strongly
product quality to purchase toilet cleaner. 16% consumers are neutral and with this
complement.
0
10
20
30
40
50
60
Strongly Agree
60%
I consider the Product Quality to purchase toilet cleaner.
Table-4
30 60 60
12 24 84
8 16 100
0 0 100
0 0 100
consider the Product Quality to purchase toilet cleaner.
Figure7.4: Product quality to purchase toilet cleaner.
of customers are strongly agreedand 24% of customers are agreeing that, they
Strongly AgreeAgree Neutral Disagree Strongly disagree
60%
24%
16%
0 0
70
4
Cumulative Percent
toilet cleaner.
% of customers are agreeing that, they consider
Percent
4.4.5 Price is significant particulars to buy toil
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Figure7.5: Price is significant particulars
Interpretation:
significant particularsto purchase toilet cleaner.
agree with this complement.
0
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Price is significant particulars to buy
Price is significant particulars to buy toilet cleaner to .
Table-5
11 22 22
18 36 58
12 24 82
7 14 96
2 4 100
Figure7.5: Price is significant particulars
of customers are strongly agreed and 34% of customers are agreeing that
to purchase toilet cleaner. 25% consumers are neutral and
22%
36%
24%
14%
4%
5 10 15 20 25 30 35 40
Price is significant particulars to buy
toilet cleaner to me
71
5
Cumulative Percent
% of customers are agreeing that, the price is
% consumers are neutral and 18% does not
Percent
4.4.6 I get influenced by any attractive free gifts
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Figure7.6: Attractive free gifts
Interpretation:
by attractive free gifts to purchase toilet cleaner.
agree and 8% consumers are strongly disagreeing with this complement.
36%
I get influenced by any attractive free gifts
I get influenced by any attractive free gifts while purchase toilet cleaner.
Table-6
2 4 4
15 30 34
11 22 56
18 36 92
4 8 100
: Attractive free gifts influence to purchase toilet cleaner.

of customers are strongly agreedand 30% of customers are agreeing that
to purchase toilet cleaner. 22% consumers are neutral
and 8% consumers are strongly disagreeing with this complement.
4%
30%
22%
8%
while purchase toilet cleaner
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
72
toilet cleaner.
6
Cumulative Percent
toilet cleaner.

% of customers are agreeing that, they influence
% consumers are neutral, 36% does not
Strongly Agree
Strongly disagree
4.4.7My intensity is attractive physical attribute & packaging of product to purchase
toilet cleaner.
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Figure7.7: Attractive physical attribute & packing
of product
Interpretation:
to purchase attractive physical attribute of product. 2
agree and 1% consumers are strongly disagreeing with this complement.
0
5
10
15
20
25
30
35
40
Strongly
Agree
Agree
14%
38%
My intensity is attractive physical attribute & packaging of product to
My intensity is attractive physical attribute & packaging of product to purchase
Table-7
7 14 14
19 38 52
12 24 76
11 22 98
1 2 100
of product to purchase toilet cleaner.
to purchase attractive physical attribute of product. 24% consumers are neutral,
% consumers are strongly disagreeing with this complement.
disagree
38%
24%
22%
2%
purchase toilet cleaner
73
My intensity is attractive physical attribute & packaging of product to purchase
7
Cumulative Percent
% of customers are agreeing that, their intensity
% consumers are neutral, 22% does not
Percent
74
4.4.8 Product availabilities are the most valuable factor to make success in toilet cleaner
industries.
Table-8
Strongly Agree 13 26 26
Agree 17 34 60
Neutral 12 24 84
Disagree 6 12 96
Strongly disagree 2 4 100
Product availabilities are the most valuable factor to make success in toilet cleaner industries.
Figure7.8: Product availabilities are the most valuable factor to make success
Interpretation:
26% of customers are strongly agreed and 34% of customers are agreeing that, product
availabilities are the most valuable factor to make success in toilet cleaning industry. 24%
consumers are neutral, 12% does not agree and 4% consumers are strongly disagreeing with
this view.
26%
34%
24%
12%
4%
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
4.4.9 Advertising is the most important
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Advertising is important essentialities to rising sales of toilet cleaner
Figure7.9: Advertising is important essentialities to rising sales of toilet
Interpretation:
the most important essential to raising sale.
with this observation.
0
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
0
the most important essentialities to rising sales of toilet cleaner.
Table-9
14 28 28
26 52 80
6 12 92
4 8 100
0 0 100
Advertising is important essentialities to rising sales of toilet
the most important essential to raising sale. 12% consumers are neutral, 8% does not agreeing
10 20 30 40 50
28%
52%
12%
8%
75
sing sales of toilet cleaner.
9
Cumulative Percent
% of customers are agreeing that, advertising is
are neutral, 8% does not agreeing
60
52%
Percent
76
CHAPTER FIVE
RECOMMENDATION &
CONCLUSION
77
5.0 Recommendation
As an intern of ACI Ltd. I got opportunities to analysis their home care product Vanish
Toilet Cleaner. To analysis they same lake and linage compare to other companies same
products. To analysis the current level of competition and customer acceptance of toilet
cleaning industry, the recommendations for their products are:
ACI Ltd. should focus to raising awareness among the customer. So that they have to
take more strategy and advertising campaigns to reach every household.
Large number of customer does not know Vanish Toilet Cleaner is a product of ACI
Ltd. so it should focus to them. ACIs logo will position in manner, so that customer
can see easily.
ACI Ltd. hasto give attention to branding, self display about Vanish Toilet Cleaner.
They have to more presence in mass media mainly advertise and promo.
ACI Ltd. should ensure Vanish Toilet Cleaner available and prompt communications
with the retailers are usually in the market, so that consumer use Vanish Toilet Cleaner
frequently.
ACI Ltd. should more concentrate on free sampling to the end user so that product
efficacy of Vanish Toilet Cleaner will be known by the end user.
Sales representatives (SRs) should be trained by properly so that they can care to the
customer on consumers speeches and opinions and can report to the concerned
department of Vanish Toilet Cleaner.
Feature of Vanish Toilet Cleaner distributed widely and repeatedly among the internee
consumer so that they can recall Vanish whenever required.
The quality of Vanish Toilet Cleaner is up to the standard it should be certified by
well-known health organization and it marked on the product. (Ex. WHO, ISO etc.)
Vanish can be introduce home delivery program, where the sales person will go the
home of selected area where live elite class citizen.
ACI Ltd. has to more think to increasing industrial sales of Vanish Toilet Cleaner.
They can do direct marketing and give extra promotional offers to the industrial
customers.
78
5.1: Conclusion.
Toilet Cleaning Industry is a growing up industry, in Bangladesh and this industry can
influence in national economy.
The competition is very high in the market of toilet cleaner. Everyday new competitors appear
into the industry. The Vanish Toilet Cleaner of ACI Ltd. it has been appeared to me that the
Vanish Toilet Cleaner positive and negative corners in the marketing arena including
production, distribution and sales. It has a vivid future. After collecting and analyzing the
required data information, the report has come to some conclusions and recommendations,
which are completely personal views while conducting the Study.
Finally, I wish continuous success of this bank and healthy business portfolio of the Vanish
Toilet Cleaner and I also wish overall success of ACI Limited.
79
5.2 Research Timeline
2013 J une Information search, problem statement and purpose of the study
...writing.
2013 J uly Literature review writing and taking in-depth interview
2013 August Research question writing and taking in-depth interview
2013 August Research methodology, analysis and rest of the report writing
2013 September Submission of internship report
80
References/Bibliography
Aashish Srivastav, & S. Bruce Thomson (2009) A Qualitative Methodology for Applied
Policy Research Vol.4, pp.72-80.
Tsang-Sing Chan,Geng Cui (2002) Consumer Belief & Attitudes Toward Marketing: An
Emerging Market Perspective Vol-2, pp. 404-412.
Naresh K. Malhotra Marketing Research an Applied Orientation 5
th
ed. pp. 76-108.
Defination (2013), Retrieved https://www.boundless.com/economics/firms-in-competitive-
markets/competitive-market/defining-competitive-markets-and-properties/

xi
Annexure 1: Company Profile
Background of Advanced Chemical Industries (ACI)
ACI Limited is one of the leading companies in Bangladesh. It was established as a subsidiary of
Imperial Chemical Industries (ICI) plc, U.K. in 1968. At that time it was one of the oldest
industrial units in our country. After the liberation war, the enterprise was declared abandoned.
Then it had been incorporated in Bangladesh on the 24th of January 1973 as ICI Bangladesh
Manufacturers Limited as a subsidiary of ICI. On 24 June 1973, the factory restarted its
operations under the name ICI Bangladesh Manufactures Limited. On the 5th of May 1992, ICI
Plc divested 70% of its share to local (Bangladeshi) management and hence ACI Limited came
into existence.
ACI is the first company in Bangladesh to obtain certification of ISO 9001 Quality Management
System in 1995. ACI is also the first Company in Bangladesh to get certification of ISO 14001
Environmental Management System in 2000. ACI employees are proud of their work culture,
business ethics and environmental consciousness.
ACI values are embodied in its mission and vision statements. ACI quality and environmental
concerns are clearly stated through declared policies.
What was primarily a Pharmaceutical business in 1992 with a turnover of Tk.80 million with
stagnant growth, the new management brought about fundamental changes in policies and has in
year 2003 grown to over Tk. 2300 million in turnover through diversified business interest
including personal care products, food products, animal health, agrochemicals and seeds in
addition to gaining a strong position in Pharmaceuticals.
ACI represents principals like AstraZeneca, Eli Lilly, UCB and Searle in Pharmaceuticals
business; Colgate-Palmolive, Heinz & Dabur in Consumer Products sector; Aimco pesticides
Ltd., Borreegaard Taicang Chemical Co. Ltd, Isagro Italy, Chimac Agriphar-Belgium,

xii
Cheminova Denmark, Hockly Int Ltd, Sundat (S) Pte Ltd, in Agrochemicals; Ranbaxy, Dabur,
Wockhardt, Sanofi, Ceva and Invesa in Animal Health sector.
ACI has diversified into four major strategic business divisions which include Health Care,
Consumer Brands, Agribusinesses and Retail Chain.
Mission
ACIs mission is to enrich the quality of life of people through responsible application of
knowledge, skills and technology. ACI is committed to the pursuit of excellence through world-
class products, innovative processes and empowered employees to provide the highest level of
satisfaction to its customers.
Vision
To realize the mission ACI will:
Endeavor to attain a position of leadership in each category of its businesses.
Attain a high level of productivity in all its operations through effective and efficient use
of resources, adoption of appropriate technology and alignment with our core
competencies.
Develop its employees by encouraging empowerment and rewarding innovation.
Promote an environment for learning and personal growth of its employees.
Provide products and services of high and consistent quality, ensuring value for money to
its customers.
Encourage and assist in the qualitative improvement of the services of its suppliers and
distributors.
Establish harmonious relationship with the community and promote greater
environmental responsibility within its sphere of influence.

xiii
Values
Quality
Customer Focus
Fairness
Transparency
Continuous Improvement
Innovation
Consumer Brands Division:
ACI Consumer Brands was initiated in 1995 with two major brands of the company ACI
Aerosol and Savlon. These are two of most prestigious products which are enjoying the
leadership position in the market. The division started to take new businesses through off shore
trading as well as local manufacturing. In this process ACI Consumer Brands launched many
new products and also bonded with Joint Venture business relationships with Dabur India and
Tetley UK and attained international alliances with world renowned companies.
The Consumer Brands Division boasts in having an unequivocal presence in consumers' heart
with the market leading brands like ACI Aerosol, Savlon, ACI Mosquito Coil & ACI Pure
Spices and Flour. With close to 80% market share in own categories, ACI Aerosol and Savlon
are the persistent performers in keeping the household clean and free from germs and harmful
insects. The ACI mosquito coil has also emerged as a formidable opponent to both the mosquito
and the competition, by providing effective and affordable solution to the conscious people of
Bangladesh.
A sound mind goes with a sound body-ACI believes in this age old proverb and our young
generation needs to grow up with healthy physique and sound mind who will lead the nation in
future. With this belief, ACI has entered in to the commodity food business with ACI Pure
Brand. The aim is to provide purest of the food products to Bangladeshi consumers at affordable
price for which ACI has invested in very large scale in state of the art manufacturing facilities for

xiv
daily kitchen essentials like vacuum evaporated edible Salt, Spices and Flour. The products are
delighting the consumers by providing 100% dirt free, pure and natural food ingredients which
can compete against any international products.
ACI Consumer Brands is successfully serving the consumer demand for foreign products in
household and personal care category with the world renowned product range of Colgate, Nivea
& Dabur. With the proper distribution and marketing by ACI consumer brands, the world's No. 1
tea brand "Tetley" is now available to the consumers of Bangladesh.
As a successful business, The ACI Consumer Brands is focused on achieving the consistent
growth required to continue the success and to make ACI an even stronger company. The
Consumer Brands believe this is the best way to benefit the consumers, people and the
shareholders of ACI.
ACI Consumer Brands Strategic Business Unit is headed by the Executive Director, Mr. Syed
Alamgir. Mr Alamgir is regarded as an authoritarian personality in the area of Sales and
Marketing in Bangladesh market. His track record has many successful brands which reached
leadership position in different categories in FMCG market. He is supported by competent group
of professionals working in the Marketing and Sales operations.
Product List of Consumer Brands
ACI Angelic Air Freshener.
Hygiene Range:
o Savlon Liquid and Cream Antiseptics
o Savlon Hospital Concentrates
o Savlon Liquid Hand wash
o Savlon Bar Soaps
Household Insecticides:
o Aerosol Insect Spray
o Mosquito Coil

xv
Toiletries:
o Vanish Toilet cleaner
o Angelic Beauty Soap
o ACI Coconut Hair Oil
o Savlon Femme Sanitary Napkin.
Foods:
o ACI Pure Spice
o ACI Pure Flour etc.
Imported Products Marketed
Oral Care products: Colgate Palmolive oral care range
Hair Care products: a)Vatika Hair Oil
b) Dabur Vatika Shampoo
c) Dabur Amla Hair Oil
Food Products: a)Dabur Honey
b)Haldirams Food range.
Health Aid Products: Canderel Low Calorie Sweetener
Strategic Business Units:
Pharmaceuticals
Consumer Brands & Commodity Products
Agribusinesses:
o Crop Care Public Health
o Animal Health
o Fertilizer
o Cropex
o Seeds

xvi
ACI has the following subsidiaries:
ACI Formulations Ltd.
ACI Agrgochemicals
Apex Leathercrafts Limited
ACI Salt Limited
ACI Pure Flour Limited
ACI Foods Limited
Premiaflex Plastics Limited
Creative Communication Limited
ACI Motors Limited
ACI Logistics Limited
Joint Ventures:
ACI Godrej Agrovet Private Limited
Tetley ACI (Bangladesh) Limited
Asian Consumer Care (Pvt) Limited
Management Committee:
Dr. Arif Dowla Managing Director
Dr. F H Ansarey Executive Director, Agribusinesses
Mr. Syed Alamgir Executive Director, Consumer Brands
Mr. M. Mohibuz Zaman Chief Operating Officer, Pharmaceuticals
Mr. Muallem A Choudhury Executive Director, Finance and Planning
Mr. Sabbir Hasan Nasir Executive Director, Logistics
Mr. Priyatosh Datta Director, Quality Assurance, Pharma
Mr. Abdus Sadeque Director, Marketing & Sales, Pharma
Ms. Sheema Abed Rahman Director, Corporate Affairs
Mr. Pradip Kar Chowdhury Financial Controller

xvii
Mr. Imam Ahmed Istiak Director, Operations, Pharma
Financials
(Year Ending December 2012)
Authorized Capital Taka 500 Million
Paid Up Capital Taka 238 Million
Sales Taka 21,976 Million
Number of Employees 8,080 (Eight Thousand Eighty)
Board of Directors
Mr. M. Anis Ud Dowla Chairman
Dr. Arif Dowla Managing Director
Mr. Waliur Rahman Bhuiyan OBE Director
Mr. Golam Mainuddin Director
Mr. Md. Fayekuzzaman Director
Mrs. Najma Dowla Director
Mr. Abdul-Muyeed Chowdhury Director
Mr. Juned Ahmed Choudhury Director
Ms. Sheema Abed Rahman Director
Auditors
Hoda Vasi Chowdhury & Co, Chartered Accountants
Legal Advisor
Barrister Rafique-ul Huq,
Huq and Company
Financial Consultant
Mr. M Sekander Ali

xviii
Principal Bankers
Standard Chartered Bank
The Hongkong and Shanghai Banking Corporation Limited
Commercial Bank of Ceylon Plc
Citibank N. A
Eastern Bank Limited
The City Bank Limited
BRAC Bank Limited
AB Bank Limited
Bank Alfalah Limited
Mercantile Bank Limited
Premier Bank Limited
Bank Asia Limited
Dutch Bangla Bank Limited
ONE Bank Limited
Logo:

xix
Annexure-2:
A survey on liquid toilet cleaning user in Bangladesh
(This interview is only for the educational purpose and all the information about the respondents will be
kept confidential)
Part-A
1. Gender:
a) Male b) Female
2. Do you use toilet cleaner regularly?
a) Yes b) No
[If answer is yes, please complete Part-B]
Part-B
2.1 Which Brand do you choose as a liquid toilet?
a) Vanish b) Harpic
c) Shakti d) Clean Master
e) Finpic f) Others [If answer is except (A) then please answer the question 2.2]
2.2 Have you ever been informed about Vanish toilet cleaner?
a) Yes b) No
If you use toilet cleaner, please indicate your satisfaction by using the following scale:
1-Strongly Disagree
2-Disagree
3-Neutral
4- Agree
5-Strongly Agree

xx
Do you want to give any helpful opinion for making success in toilet cleaner industries?
***These questions are only to give an idea about the type of information expected to be gathered
from the in-depth interview. The patterns of the questions may be changed based on circumstances and
some answers form the interviewee. Some additional questions may be added from the conversation.
THANK YOU VERY MUCH!!
I really appreciate your time and effort for this interview
Questions Strongly
Agree
Disagree
1. I use toilet cleaner to get germ
free toilet.
2. I use toilet cleaner to get shining
Commode/ Pan.
3. I am Brand loyal to purchase
toilet cleaner
4. I consider the Product Quality to
purchase toilet cleaner
5. Price is significant particulars to
buy toilet cleaner to meK
SK=f== ==~=~~ =
== = ~==
~K
TK=j ===~~ =~=
~ =C=~~== ==
~==~K==
UK=m =~ ~~=~== =
~ ~=~== ~= ==
=~= K==
VK=^ == ~=
~===~===
~K

xxi
E_ ~==q~~F=

( respondents
)
Part-A
1. : )
)
2. ? ) )
x Part-B ]
Part-B
2. 1 ?
==F F======) ==== ) =====F
========)
[(F= 2. 1 ]
2.2. ? )
)
,

1-
2-
3-
4-
5-

xxii

?
GGG
.
.
.
NK=

==

OK
====L=

PK=

QK=

RK=

SK=

7.

/

UK=

9.

xxiii
!

xxiv

xxv

xxvi

An Analysis About Current Market Positions of The Vanish Toilet Cleaner at Toilet Cleaning Industry in Bangladesh by Asib Uddin Ahmad

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

An Analysis About Current Market Positions of The Vanish Toilet Cleaner at Toilet Cleaning Industry in Bangladesh by Asib Uddin Ahmad

Hochgeladen von

Copyright:

Verfügbare Formate

An analysis about current market positionsof the Vanish toilet

cleaner at toilet cleaning industryin Bangladesh

Das könnte Ihnen auch gefallen