Sales and Marketing

Department of
ACI Limited
 Internship Report
On
Sales and Marketing of ACI Limited
Supervised By:
Dr. Seyama Sultana
Assistant Professor
Department of BBA
United International University

Prepared By:
Nusrat Zahan
ID: 111 131 073
Major in Marketing
United International University
Date of Submission: 16th June, 2019
 Letter of Transmittal
16th June, 2019

To
Dr. Seyama Sultana

Internship Supervisor

Assistant Professor

United International University

Subject: Submitting the Internship Report.

Dear Madam,

I am submitting my internship report on ‘Sales and Marketing of ACI Limited’ with due
gratitude and respect. As per partial derivation of the essentials for the BBA degree, I have
finished the internship from ACI Limited.

I have raised my knowledge from ACI Limited. In this period I understand that it is a reputed
organization. It’s a great pleasure for me to present you the internship report as a necessity of
BBA.

I believe that this internship project has enhanced my knowledge and experience.

Regards

Nusrat Zahan

ID: 111 131 073

Department: BBA

United International University

 Executive Summary
This report is predicted on my past amount beforehand in Advance Chemical Industries Limited
(ACI) in last 3 months. ACI Limited restricted is one in every of the leading producing company
in Bangladesh. ACI Limited is one of the foremost leading FMCG’s of Bangladesh. Besides
producing own products, ACI imports several globally acclaimed products. It’s varied business
units comprising in various industries. ACI Limited is additionally known for its joint-venture
corporation in Bangladesh. The corporate is collectively doing their business with Dabur India,
Tetley in great Britain, Godrej in India etc.

This internship report is created to induce an experience as an intern at ACI Limited throughout
my internship season. This internship report concerning about the organization and FMCG
industry.

This report has segmented into five chapters.

The introduction of the report has been elaborated at the first chapter along with background,
scope, limitations and objective of the report.

Chapter two has been elaborated by literature review. Where you can find the overall image of
ACI Limited’s company overview and the whole FMCG Industry’s overview.

Chapter three is about job responsibility. There I have elaborated the job experience of my
internship period. The duties and responsibilities I have did there is written here.

Chapter four is about important issues. There I have include my findings about the company. The
findings is the outcome of my observation and experience of internship.

Chapter five is about conclusion and recommendation.

The aim of this report is to portray a picture of sales and marketing department of ACI Limited. I
have discussed the experience I got about the company and its marketing & sales department.
 Table of Content
Part Page

Chapter 1

Introduction
1.1 Introduction …………………….......................................................................................... 2
1.2 Background of the study ………………………………………………………………………………………… 3-4
1.2.1 Scope of the Report …………………………………………………………………………………………. 4
1.2.2 Limitations ……………………………………………………………………………………………………… 5
1.2.3 Objective of the Report …………………………………………………………………………………….. 5

Chapter 2

Literature Review
2.1 Company Overview ………………………………………………………………………………………………… 7-16

2.1.1 History …………………………………………………………………………………………………………… 6

2.1.2 Mission and Vision …………………………………………………………………………………………. 7-8

2.1.3 Values …………………………………………………………………………………………………………….. 8

2.1.4 Healthcare ………………………………………………………………………………………………………. 9

2.1.5 Agribusiness …………………………………………………………………………………………………. 9

2.1.6 Consumer Brand and Commodity Product ……………………………………..................... 10

2.1.7 Logistics ………………………………………………………………………………………………………….. 11

2.1.8 Joint Ventures and Subsidiaries ……………………………………………………………………….. 11

2.1.9 Finance and Planning ……………………………………………………………………………………….. 12

2.1.10 Marketing and Sales ……………………………………………………………………………………….. 13

2.1.11 Human Resource ................................................................................................. 13

2.1.12 Supply Chain and Operations …………………………………………………………………………… 13

2.1.13 MIS ………………………………………………………………………………………………………………. 13-14

2.1.14 Administration ……………………………………………………………………………………………… 14

2.1.15 Corporate Affairs R & D ………………………………………………………………………………… 14

2.2 Industry Overview …………………………………………………………………………………………………. 15-19

2.2.1 Food and Beverage Industry …………………………………………………………………………… 16

2.2.2 Personal Care Industry ……………………………………………………………………………………. 17

2.2.3 Household Industry ………………………………………………………………………………………… 18-19

2.3 Theoretical Framework …………………………………………………………………………………….. 20-21

2.3.1 SWOT Analysis ……………………………………………………………………………………………… 20

 2.3.2 Organizational Structure …………………………………………………………………………………. 21

Chapter 3

Job Responsibility
3.1 Job Responsibility …………………………………………………………………………………………………… 23

3.1.1 Sales Department …………………………………………………………………………………………… 23

3.1.2 Marketing Department …………………………………………………………………………………… 23

Chapter 4

Important Issues
4.1 Findings …………………………………………………………………………………………………………………… 25

Chapter 5

Conclusion and recommendation

5.1 Conclusion ……………………………………………………………………………………………………………… 22-23
5.2 Recommendation …………………………………………………………………………………………………… 24

Reference ……………………………………………………………………………………………………. 24

Appendix .......................................................................................................... 25-26

 Chapter 1

Introduction

1
1.1 Introduction
Internship is a compulsory course for a would-be graduate student in his/her penultimate period
of his/her graduation life. Situation are often outlined as a sensible skilled workshop for the
scholars to offer associate expertise of the organization structure operation. Associate situation
could be an amount of labor expertise offered by corporations to offer student’s exposer to the
work atmosphere, among a selected business, that I relatable with their studies. Internship
provide you the chance to check your skills in real life things associated to gain an insight into a
company or career.

I got the chance to try and do my internship in ACI Limited that is one in all the biggest globally
glorious conglomerate of Bangladesh. It had been an excellent and exciting journey on behalf of
me before graduating. This chance helped Maine to collect many and versatile data of corporate
culture, structure and so on. This program helped me set down my career path. Teach leadership,
team work and handling the pressure was additionally the most a part of program. Operating
abroad knowledge of company personals was the most important action to say. The boldness of
doing a work, I had noni heritable from ACI Limited is incompatible. All experiences and
suggestions I got from the senior level executives can work a helpful catalyze on behalf of me to
sustain and achieve success for the approaching mine corporate life.

2
1.2 Background of the Study
Internship program offers the scholars with an organized and comprehensive insight of the
present practices within the corporate world. An intern will have expertise regarding the
particular trade underneath that he or she presently operating furthermore as will become
acquainted with the company and industrial operating surroundings and also the predominant
culture.
The report entitled ‘Sales and Marketing of ACI Limited’. The preparation of the report has
served as an induction into the marketing and sales of the corporate and has also conjointly a
larger understanding of the FMCG and Home Care industry in Bangladesh. The report has been
ready below the supervising of Md. Rahul Saadat, Market development Manager, ACI Consumer
Brands, beside the help and direction of Dr. Seyama Sultana, Assistant Professor, Department of
BBA, and United International University.
This past program at ACI gave me knowledge about; how the sales and promoting departments
do their operation, however they’re doing their business, what is the standing of their company’s
business department, however the marketers do their wonderful marketing job to sustain at this
competitive business.

1.2.1 Scope of the Report

The study is predicted on the activities, analysis and observation as an Intern in ACI Consumer
Brands from 2nd July, 2018 to September 30, 2018. Throughout this 12 weeks’ amount, access to
several shoppers, customers, industry experts and publicly available online data were gained, on
that report is based on. The scope of the report was limited to the home care market of Dhaka,
particularly it’s marketing and sales development activities and what are the initiatives they need
taken.

3
1.2.2 Limitations
 Confidentiality problems with of some information and fewer information about sales
department.
 Reluctant behavior once soliciting for any information.
 Lack of time.
 Lack of cooperation from sales individuals.

1.2.3 Objective of the Report

 To develop a market development activities.
 To gauge however they will expand their market.
 To appraise sales department ways
 To execute and share new marketing ideas for new products.

4
 Chapter 2
Literature review

5
2.1 Company Overview
Advance Chemical Industries Limited, the enlarged kind of ACI Limited is that largest and
leading producing company in Bangladesh. Beneath of ACI, the square measures several
business units. ACI Limited is that the leading prescription drugs manufacturer of Bangladesh.
The most mentionable business units of the ACI Limited are the Pharmaceuticals, Consumer
Brands and Agribusiness. Besides these, ACI Limited has several different subsidiaries and
established several with joint ventures with known international brand. Since the incorporation,
ACI Limited has been satisfying the country people’s wants by maintaining the standard and
with the integrity.

2.1.1 History

ACI was established because the subsidiary of Imperial Chemical Industries (ICI) within the then
East Pakistan in 1968. Once independence the corporate has been incorporated in Bangladesh on
the twenty fourth of January 1973 as ICI Bangladesh Manufacturers Limited and additionally
Public Limited Company. Afterword the company was registered within the name of Advanced
Chemical Industries Limited. Listing with Chittagong Stock Exchange created on 22 October
1995. (Company Profile, n.d.)

Currently, the organization manufactures and engages in numerals sectors like Pharmaceuticals,
Agribusiness, Consumer goods, Retail chain shop, FMCG, and several others. Quite 250
products are being manufactured and marketed in Bangladesh and abroad. The ACI square
measures being exported to quite ten countries comprising with three continents. There are more
than seven thousand dedicated employees currently works for ACI Limited to serve the people.
(Company Profile, n.d.)

Chairman: Mr. M. Anis Ud Dowla

Managing Director: Dr. Arif Dowla

6
Board of Directors: Ten (10)

Slogan: ‘’Advancing Possibilities’’

Authorized Capital: BDT five hundred million

Paid up capital: BDT four hundred and thirty eight million

Sales: BDT 17, 853 million (As of 2016)

DSE price per share: 462.10 (As of 14 December 2017) (Dhaka Stock Exchange, n.d.)

2.1.2 Mission and Vision

ACI Limited focuses on delivering uncompromised quality products and services all told doable
areas of consumer needs and desires with the aim of giving highest possible benefits to all its
consumers and providing further price to shareholders investments.

Mission
ACI’s mission is to counterpoint the standard of lifetime of the individuals through accountable
application of data, technology and skills. ACI is committed to the pursuit of excellence through
world-class products, innovative processes and authorized workers, to produce the very best
level of satisfaction to our customers.

Vision

7
To realize the Mission, ACI will:

 Provide products and services of high and consistent quality, making certain price to our
customers.

 Endeavour to realize a footing of leadership in every class of our businesses.

 Develop our workers by encouraging authorization and bounties innovation.

 Promote an environment for learning and private growth.

 Attain a high level of productivity in all told our operations through effective utilization
of resources and adoption of acceptable technology.
 Promote inclusive growth by encouraging and helping our distributors and suppliers in
rising potency.

 Ensure superior come to investment through even handed use of resources and
economical operations, utilizing our core competencies.
(ACI Limited, 2016)

2.1.3 Values
ACI Limited has some own set values to apply and maintain the benchmark:

 Quality
 Customer focus
 Innovation
 Fairness
 Transparency
 Continues improvement ( Mission, Vision, Values)
(ACI Limited, 2016)

 Business units and companies of ACI Limited

8
ACI is operated and referred to as one amongst the most important manufacturing business group
in Bangladesh. ACI Limited is usually celebrated for pharmaceuticals limited. They have four
main Business units which are Pharmaceuticals, Agribusiness, consumer brands products, and
logistics. Currently, the company has been in operation twenty companies alongside some joint-
venture companies. Their Business units and companies are listed below (Annual Report 2016-
2017, 2017):

2.1.4 Healthcare

 ACI formulations
 ACI Pharmaceuticals
 ACI Healthcare

2.1.5 Agribusiness
 ACI Agrolinks Limited
 ACI Motors Limited
 ACI Edible Oils Limited

2.1.6 Consumer Brands & Commodity Products

 ACI Pure Flour Limited
 ACI Foods Limited
 ACI Salt Limited

2.1.6 Logistics
 ACI Retail Chain (SHAWPNO)
 ACI Creative Communication Limited
 Infilytix Bangladesh

2.1.7 Joint Ventures and subsidiaries

9
  Tetly ACI Bangladesh Limited
 ACI Godrej Agrovert Limited
 Asian Consumer Care Pvt Limited

 Corporate Departments

 Finance and planning

 Human Resources
 Supply Chain and Operation
 MIS
 Administration
 Legal Affairs
 Research and Development
 Sales and Marketing

2.1.8 Finance & Planning:

 Setting goal for future plans

 Make strategies to fulfill the goal
 Controlling and maintaining financial reports
 Do strategic and financial planning
 Corporate strategy and development
 Management of risk
 Forecasting upcoming capital needs

2.1.9 Marketing and Sales:

 Analyzing consumer needs

 Communication with other companies

10
  Monitor and analyze competitors
 Representation of brand
 Effectively using marketing tools
 Innovation
 Help to increase sales
 Defining strategic marketing plans
 Management of product and service

2.1.10 Human Resources (HR):

 Recruiting efficient employees

 Helps to maintain a good relation between employer and employees
 Provide necessary training to employees
 Develop employees to a standard
 Taking legal responsibilities
 Help to maintain a good working condition

2.1.11 Supply Chain & Operations:

 Marinating activities of purchasing, operating and logistics

 Efficient use of people and resources
 Helps to do smooth operation
 Monitor day to day operation
 Distribute to wholesaler, retailer and consumer

2.1.12 MIS:

 Solving technical problems

 Maintain the technology faster
 Help to create smart working environment through technology

11
2.1.12 Administration:

 Develop effective office management strategy

 Planning and controlling administrative budget
 Organize and keeping files in a better way
 Developing office management procedures

2.1.13 Corporate Affairs R & D:

 Communication ad relation with media

 Maintain customer s and public relation
 Maintain internal employee communication
 Maintain relation with investors
 Maintain good relation with other corporate houses

12
2.2 Industry Overview
No company is alone within the trend. Each company has its competition within the industry.

ACI Limited is one in all in the biggest FMGC Company in Bangladesh. Within the Bangladeshi
industry; Square, Akij, Pran-RFL are the most competitors of ACI. These companies are
competing strongly in the market.

The FMCG Industry

FMCG industry is one of the quickest growing segments of the market. The population of
Bangladesh was 164.67 million within the finish of 20171. This huge range of population of the
country makes the FMCGs industry very prospective. With the considerable growth of GDP, the
private consumption growth has also increased over the years. In FY 2016-17, GDP Growth rate
was 7.28% compared to 7.11% in FY 2015-16 whereas personal consumption growth in FY
2016-17 was 10.3% compared to 9.1% in FY 2015-162.

 Major Classifications of FMCG Industry In

Bangladesh:
The FMCG industry can be classified in three major categories in Bangladesh- Food and
beverage, Personal care and Household care industries.

Food and beverage care industry includes all types of food products like, bakery, dairy, baby
foods, soft drinks, tobacco and others.

Personal care industry includes toiletries, cosmetics and other personal car tools.

Household industry includes cleaning products, plastic items, decorating products, crockeries
items and others.

13
 Food and Personal
Beverage Care
Industry Industry

Household
Industry

2.2.1 Food and Beverage Industry

Popular food and beverage companies in Bnagladesh are Acme, ACI Food and Beverage
Limited, Bashundhara Food and Beverage Limited, Akij Food and Beverage Limited, BD Food
and Beverage Limited, Sajeeb group, Aarong, Bombay sweets and company, Cocola food and
company, Golden Harvest, Ifad Foods, Globe, Partex, Haque Food Industries, New Zeland Dairy
in Bangladesh, Pran RFL Group.

 Atta, Maida, Suzi

Fresh is the market commander in this segment. The other key market players are Fresh (Meghna
Group), Teer (City Group), Pusti (TK Group), ACI Pure (ACI), Sajeeb (Sajeeb Group), Ifad
(Ifad Group), Fouzi (Sena Kalyan Sangstha) and other local brands.

 Salt
Salt Industry is the largest labor oriented cottage industry in Bangladesh. In 2017, 1.4 million
tonnes of salt was produced in Bangladesh against the annual demand of 1.6 million tonnes20.
The main player of the salt industry are Molla salt, ACI Pure salt, Fresh salt.

14
  Spice
Popular brands of spices are, Radhuni, BD, Arku. The estimated market size of packed spices is
around BDT 9 billion to 12 billion.The spices of Bangladesh are now exporting to some
countries especially in Middle East, Malaysia. Radhuni has approximately 66% market share,
Pran holds 19% market share, BD Food Holds 7% market share, Arku holds 3% market share
and other brands hold 5% market share.

 Bottled Water
Mum is the market leader in bottled water segment. Popular brands are MUM, Fresh, Acquafina,
Kinley, Acme, Shanti, Jibon.

 Carbonated Soft Drinks

In Bangladesh, Partex Beverages, Globe Beverage Company, International Beverages Private,
Pran RFL, Akij Food & Beverages, Transcom Beverages, Globe Soft Drinks Limited are doing
the business of soft drinks.

2.2.2 Personal Care Industry

The cosmetics and toiletries industry is specially dominated by the international brands wherever
quality issue surpasses the evaluation of merchandise amidst the factors influencing the shopping
or selection. Native makers manufacture lower valued toiletries and perfumes beneath their own
brands focusing middle to low price market niche seven firms control around 95% of the total
market which are Unilever, Keya Cosmetics, Lily Cosmetics, Marks & Allys, Aromatic
Cosmetics, Square Toiletries and Kohinoor Chemical Company.

 Toilet Soap
The key players during this phase is Unilever that holds around 43% market share. Besides,
Keya Cosmetics, Kohinoor Chemical Company hold 10% market share each. The most popular
brands are Lux, Meril, Keya, Sendalina, Cosco, Tibbet, Dove, Savlon, Lifeboy.

 Oral Care
There are several brands of toothpaste that are available in Bangladesh. The popular toothpaste
brands are pepsodant, close up, oral B, Colgate, Dubur, Magic, White plus, Sensodyne, Mediplus
and others.

 Shampoo
Popular brands of Shampoo in Bangladesh are Sunsilk, All clear, Revive, Dove, Kumarika,
Loreal, Garnier.

15
2.2.3 Household Industry
Home care industry in Asia pacific region experienced 5.70% YoY growth in FY 2016-17.
Tissue & Hygiene products noted 205% CAGR and Home Care products recorded 142% CAGR
since 2012 to 2016 which traded through internet retailing29.

 Laundry Detergent
Most popular brands of laundry detergent in Bangladesh are Wheel, Surf Excel, Ghari, Tide, Rin
power white, Chaka, Smart, Jet.

 Toilet Cleaner
Popular brands of toilet cleaner in Bangladesh are Harpic, Vanish, Clean master, Rock, Ozol and
Lysol.

 Mosquito Aerosol
Most familiar mosquito aerosol brands are Mortein, Xpel, ACI Aerosol and Hit.

 Liquid Antiseptic
Among liquid antiseptic brands Savlon is in the first position and Dettol is in second position.

From the upper summury we can get a glance of FMCG Industry in Bangladesh. From the
paragaraph, we can see ACI is quite good at some of the products compairing to its competetor
companies.

16
2.3Theoretical Framework
A study undertaken by an organization to identify its Strength, Weakness, Opportunities and
Threats.

2.3.1 SWOT Analysis:

In the following some major strengths, weaknesses, opportunities and threats for ACI Limited is
given which has been observed in the organization.

Strenght Weakness Opportunities Threats

High quality product. Lower value Potentiality of Increasing

Maintaining market management acquisition. competition of
growth. Future low Growing demand industies.
Market share. profitabilitableness Demand in national Similar product
Demand of product. and international providing from
Strong management market. competitors.
Various product Copying of recent
classes products by others.
If amenmend in
world econmy may
have affect them.

2.3.2 Organizational Structure of ACI Limited

17
18
 Chapter 3
Job Responsibility

19
3.1 Job Responsibility:
I was recruited as an intern to ACI for the department of sales and marketing. It absolutely was a
great pleasure on behalf of me to work with such a giant company at the start of my career.
Although my boss was from sales department however I used to be assigned to try and do some
marketing works too. I actually have conjointly enjoyed every task assigned by my supervisors. I
understood however the practical work life truly operates and learn how to figure stressed with
responsibilities by this program.

My job responsibilities are listed below:

3.1.1 Sales Department:

 I was assigned to check daily sales. How many products are sold, how many products are
going to sell at that day, at which stores or corporate house the product has been sold. I
had to check the sales report of everyday. And then report it to my supervisor.
 Tracking the corporate sales was one of my major responsibility. I had to check every
day’s product orders and delivery list from corporate houses like SHWAPNO, AGORA,
DAILY SHOPPING etc.
 I have also assigned to track the sales people of corporate sales. I checked their
performance too.
 Market research was one of the toughest and newest job for me. I had to go to market for
researching current status of ACI products and also to know customer demand.

3.1.2 Marketing Department:

 At the marketing department I was assigned to provide concepts for new product.
 Online market survey for existing product.
 Tele marketing

20
 Chapter 4
Important Issues

Findings:

21
Sales and marketing is the most vital department of any organization or company. Company or
organization won’t run if there’s no sales and marketing facilitate the corporate to achieve the
products to it consumes.

My findings regarding sales and marketing department are listed below:

 Marketing department works for their stigmatization and promotion.

 Create awareness of their product and service to its customers.
 Make the customer interested to shop their products.
 Sales department produce sales opportunities with new and existing customers.
 Continuously create contacts with their customers.
 Know their customers need and demand.
 Identify and set a target of their budget also sales target.
 Do necessary jobs to meet their sales target.
 Make the report of last month’s sales standing then develop new strategies to fulfill future
goal if needed.

22
 Chapter 5
Conclusion and Recommendation

23
5.1 Conclusion:
ACI is that the distinguished and trustable brand of Bangladesh. Conclusion of the report as
follows:

 ACI is the growing quicker in the competitive market. It aims is to provide best
products and service to its customers.
 Sales and marketing department of ACI is functioning hard to reach the goal. New
product development, promote the product, target the client, sales target and last
deliver it to customers are the main job of those department. They are doing their job
effectively.
 Now ACI must take necessary initiatives to survive in the recent competitive business
world.

5.2 Recommendation:
ACI should focus more on their sales and marketing team.

I acquire several data and learnt many things whereas working with the sales and marketing
department of ACI. With my very little knowledge there are some observations as follows:

 ACI should do more market research to know the customers demand.

 They should be more active on media advertisement especially on TVC.
 ACI should be more serious in tracking their employees.
 Should get data concerning their competitor’s future decide to encounter.
 Moreover, they must concentrate additional international business to hold their position
within the competitive market.

24
 Reference
1. Corporate: http://www.aci-bd.com/about-us/company-profile.html
2. Internship:https://www.google.com/search?ei=9jakXP6MIaD6z7sP2r-
byAg&q=internship+repor&oq=internship+repor&gs_l=psy-
ab.3..0l10.3846597.3848531..3850046...0.0..0.183.2191.0j17......0....1..gws-
wiz.......0i71j33i160.suZT6so5_K8
3. SWOT Analysis: https://www.clearpointstrategy.com/swot-analysis-examples/
4. Others: https://www.seas.upenn.edu/~sunfest/activities/reportformat
https://writingcenter.unc.edu/tips-and-tools/conclusions/

Appendix
Consumers Usage & Perception Survey on ACI Products
Questioner
Section: A
Gender:

25
a) Female
b) Male
Age:

a) 20 – 25
b) 25 – 30
c) 30 – 35
d) 35 – 40
Profession:

a) Student
b) Job holder
c) Business person
d) Others
Section: B
Q1: Do you use products from ACI?

a) Yes
b) No
Q2: Which products range do you use from ACI?

a) Pharmaceutical products
b) Food products
c) Toiletries
Q3: In which kinds of stores do you want your desired products?

a) Super shop
b) Grocery shop
c) Retail store
Q4: How often you buy your desired products?

a) Once in a week
b) twice in a week
c) once in a month
Q5: What kind of promotional offers do you want?

a) Buy 1 get 1
b) Discounted price
c) Free gift
Q6: What do you think, which range of products are best from ACI?

26
a) Food
b) Toiletries
c) Pharmaceutical
Q7: Do you think ACI products are competitive to international market?

a) Yes
b) No
Q8: Are you satisfied with the products you have used from ACI?

a) Yes
b) No
Q9: Do you think ACI should concentrate more on their marketing activities?

a) Yes
b) No
Q10: Is there any new product range/product you want to see from ACI?
ANSWER: ………………

Thank you so much for completing the survey.

27