Section 1: The background of the company

Savlon is a company that focuses on producing products to take care of your personal and the
hygiene of your house. The company was owned by Jhonson and Jhonson from 1997 to 2015.
ITC bought it from Johnson and Johnson in 2015. Savlon originated from the UK and their aim
is to provide protection from germs by eradicating them. They claim that they can protect you
against 1 million germs using their unique formula. This unique formula grants protection
against a very wide variety of bacteria including gram-positive germs and whilst being kind to
your skin for those that get in contact with your skin such as hand wash, soap e.t.c. Savlon is
segmented in different countries Savlon is sold in many different countries and each of those
countries has different licensing and manufacturing contracts agreed upon. For this case study,
we will focus mainly on Bangladesh where ACI has made an agreement to manufacture and
license the Savlon products.

ACI Savlon was formed in 1992 when they took over 70% of the shares from the stock market.
They are one of the leading firms in the chemical industry. ACI Savlon has a wide portfolio of
products under them. Their product mix is quite big but I will talk about their most popular ones.

Vision and Mission statement: ACI Savlon's mission statement is very simple. They want to
improve the quality of life for the people by applying their knowledge, skill and technology and
taking responsibility as well. They are committed to the pursuit of providing the highest level of
satisfaction to their customers by giving top-notch products, having a more innovative process
and empowering their employees.

ACI’s Vision statement includes :

ACI wants to prioritize attaining a high level of productivity in their operational level by being
more efficient when using their resources and the way they implement technology. Developing
their employees is one of their core values as well. Employees are empowered and get rewarded
for innovation. Furthermore, ACI Savlon pushes for an environment where an employee can
learn and achieve more personal growth. ACI Savlon also believes in providing superior quality
products and services to its customers. Additionally, they also encourage and aid to improving
the quality of their services to their suppliers and to distributors. And the last of their core values
is to establish a peaceful relationship with their community and to increase their environmental
responsibility within their own circle of management.

Corporate values:
ACI limited have values that they believe in and prioritize when they are making their product.
The very first thing they value is Quality. ACI Savlon wants to make sure their products are of
high quality and the packaging has no quality issues.
Secondly, They focus on keeping the customers in mind first when they develop products and
make them, making them Customer Focus. Thirdly, ACI Savlon wants to promote Fairness
within their company. Furthermore, They also want to promote Transparency with how they
want to approach the way Savlon treats its customers. Savlon wants to Continuously Improve
the products and services that they provide. Finally, They value Innovation as well. Making sure
their products are always on top of the line and it is in line with their goals and objectives.

Awards and Achievements:

In 2017 ACI Savlon won the BEST BRAND AWARD alongside their sister brand ACI Pure
Salt awarded by Bangladesh Brand Forum. This is the first time ACI Savlon has won this award.

In 2019 ACI Savlon won the Digital Marketing Award 2019.

This award was under the BEST USE OF YOUTUBE CATEGORY.

In 2020 8 products of ACI won the BEST BRAND AWARD.

Savlon Hand wash and Savlon Antiseptic were amongst them.
Product Mix -

Width- Personal Care, Home Care

Length- Hand Wash, Soap, Antiseptic Liquid And Sanitizer
Depth- Herbal flavour/ Aloe vera Flavour ,Savlon Fresh/Savlon Active, 500 ML size/1000 ML
size, 50ML/ 100ML

Product Mix

Width Personal Care Home Care

Length Hand Wash Soap Antiseptic Sanitizer

Liquid

Depth Herbal flavour, Savlon 500 ML 50ML,

Aloe vera Fresh,Savlon size, 100ML
Flavour Active, Savlon 1000 ML
Mild
Welcome to ACI (aci-bd.com)

ITC targets Savlon to be a ₹1,000-cr brand this fiscal (livemint.com)

Savlon - Wikipedia

Savlon Company Profile, Wiki, Networth, Establishment, History and More | Deshi Companies

Welcome to ACI (aci-bd.com)

Welcome to ACI (aci-bd.com)

Savlon and ACI Pure Salt Receive Best Brand Award-2017 - ACI Limited (aci-bd.com)

Savlon Wins Digital Marketing Award 2019 - ACI Limited (aci-bd.com)

8 ACI products win Best Brand Award 2020 (tbsnews.net)