Comparative Analysis of ACI Panasonic and Its Competitors

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1.1 Origin of the Report:

The internship program helps us to conduit the gap between the theoretical knowledge and
real life experience as part of Bachelor of Business Administration (BBA) program. My
assigned academic supervisor Ms. Momena Akhter, Lecturer, ASA University Bangladesh has
assisted me throughout my internship period for the successful completion report. At first, we
together decided the outline of the report and the main area to be focused. Then she suggested
me regarding the criteria that a good report should have and what I should do to meet those
criteria.

1.2 Scope of the Report:

The scopes of this project are

It is a life time experience to work in such projects.

As Marketing Sector of Electronic industry it is now one of the most emerging sectors
of our country, it was great to know about this.

From this project, the readers will have an idea about the Eco Friendly Electronic
industry.

This report is mostly about what I learnt, observed and felt during the period of my
internship program in ACI Limited

1.3 Background of the Study:

To know the real life situation internship program is essential especially for the student of
Business Administration. For this reason after completing all the courses of BBA a student
takes the internship program, to launch a career with some practical experience. According to
the ASA University Bangladesh academic curriculum, after finishing all the text-based
courses, a student will have to work as a trainee in an organization for three months; this
period is known as Internship. The basic objective of this program is to make students known
to how the next life would be and how much relation a job life is having with the theoretical
experience that s/he had faced in the last four years. Successful completion of internship is
the submission of internship report to the academic advisor and respective organization and
presenting it in front of them. Internship report is a mandatory requirement of the Bachelor of
Business Administration degree (BBA) of ASA University Bangladesh.

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Comparative Analysis of ACI Panasonic and Its Competitors

This report has been designed to reveal my on the job internship with ACI LIMITED from
the period of September 11 to December 11, 2011. In these three months, Ive done different
work such as Showroom analysis, Market Action Plan, Sales Forecasting, Making Trade
Promotion and trade offer analysis, Preparing Demo of Newspaper advertisement, Preparing
Tender, and different types of comparative analysis. Basically Ive worked in a project known
as Comparative analysis between ACI PANASONIC and its competitor, market survey for
the betterment of their showroom and betterment of Battery market. Being enthused by this
constructive thought of the management I am submitting my prayer for these phases mainly
focused on the Improvement of ACI PANASONIC at ACI Limited.

1.4 Objectives:
The main objective of the practical orientation of this report is to analysis the present
condition of Panasonic compare to its competitors.

1.4.1 Broad Objective:

The objective is to stress out the Comparative Analysis of ACI Panasonic and Its
Competitors

1.4.2 Specific Objectives:

To know about the chosen organization in detail

To know about all the services provided by Consumer Brands of ACI Limited.

To identify the feature of different types of ACI Consumer Electric & Electronics
Division activities.

To identify the problem as well how to improve PANASONIC sales.

To know about the Marketing policies and sales strategy of ACI PANASONIC.

Analysis of the customers view towards Electronics Market

Analysis of the customers satisfaction level to ACI Panasonic

Analysis of the 4Ps of ACI Panasonic compare to its competitors.

1.5 Methodology:
The report has been prepared primarily based on primary data & secondary data. Primary
data has been collected from an interview with the help of a questionnaire from market visit.
The secondary data has been collected from the Electronic division. Besides this, some
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secondary sources such as books, journals, reports etc have been also used in preparing this
report.

Source of Data:
The inputs are collected from two sources:
To gather information I used both primary and secondary sources. These two methods are
discussed below-

Primary
data

Secondary
data

Raw data gathering

from Market Visit
with a questionnaire

Interview

Information from
indirect source

Annual report, other

documents etc.

Primary Data
Major portion of the information was collected from the Market Visit with an interview with
customers by a questionnaire. From them I collected the necessary information and used in this
project.
Secondary Data
I also took the help of secondary data such as taking help from Brand manager, Senior Product
Executive and Head of Sales and Distribution of ACI Electric and Electronics Division. Ive also
take help from different printed documents of ACI Limited. The total methodology of the report
is showing below for better clarity and easier understanding through flowchart construction.

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1.6 Data processing:

1.

Collected information is processing through data processing software.

2.

Different analysis, working variables and working definitions is embodied here.

Data analysis
My research method included survey with the sample size of 15 respondents (customers
taking training programs). The data has been collected through self-administered survey. The
questionnaire was circulated from the organization to the respondents. Hence they have
filled those as per their perceptions and returned us back and we were able to know their
feedback regarding the service provided to them.
The data analysis technique that is used here is frequency distribution which has been done
through using the SPSS Software. The statistical data is given by representing those in
different frequencies. The analytical model that is used here is Graphical Model. Through
visual representation the analysis is made clearly and elaborately.

1.7 Limitation:

There is no previous study and written information on this topic was available.

Latest information was not available.

Taking information from competitors company was too tough to collect.

In depth information cant be provided due to maintain the confidentiality of

company.

Taking interview of consumer was tough to maintain.

There was not enough time to make this report a rich one as Ive to work in office for
a long.

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Advanced Chemical Industry (ACI)

Limited
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 24 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 5 of May 1992, ICI Plc divested 70% of its share to local
(Bangladeshi) management and hence ACI Limited came into existence. At present ACI is a leading
corporate body in Bangladesh. It is a Public Limited Company with a total number of 15,550
shareholders, among which there are six foreign as well as fourteen local institutional shareholders.
The company is diversified in to six major businesses. Besides, the company has a large list of
international associates and partners with trade and business agreement.
ACI is the first organization in Bangladesh to earn both the ISO 9001 certificate for Quality Management
System in 1995 and the ISO 14001certification on Environmental Management in 2000. It is a
transparent and customer focused company. It always strive for innovation, continuous improvement
and never compromise with the quality.
ACI's mission is to achieve business excellence through quality by understanding, accepting,
meeting and exceeding customer expectations. ACI follows International Standards on
Quality Management System to ensure consistent quality of products and services to
achieve customer satisfaction. ACI also meets all national regulatory requirements
relating to its current businesses and ensures that current Good Manufacturing Practices
(cGMP) as recommended by World Health Organization is followed properly. ACI has
been accepted as a Founding Member of the Community of Global Growth Companies
by the World Economic Forum which is the most prestigious business networking
organization.

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2.1 Our 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.

2.2 Our 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.

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2.3 Our Values:

Quality

Customer Focus

Fairness

Transparency

Continuous Improvement

Innovation

2.4 Business Units

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A. Pharmaceuticals
In 1973, the UK based multinational pharmaceutical company, ICI plc, established a
subsidiary in Dhaka, known as ICI Bangladesh Manufacturers Limited. In 1992, ICI plc
divested its share to local management, and the company was renamed Advanced
Chemical Industries (ACI) Limited.
ACI formulates and markets a comprehensive range of more than 387 products covering all
major therapeutic areas, which come in tablet, capsule, powder, liquid, cream,
ointment, gel, ophthalmic and injection forms. ACI also markets world-renowned
branded pharmaceutical products like Arimidex, Casodex, Zoladex, Atarax etc. from
world-class multinational companies like ASTRAZENECA, UK and UCB, BELGIUM
in Bangladesh.
ACI is actively engaged in introducing newer molecules and Novel Drug Delivery Systems
(NDDS) to meet the needs of the future.
ACI introduced the concept of quality management system by being the first company in
Bangladesh to achieve ISO 9001 certification in 1995 and follows the policy of
continuous improvement in all its operations.
Aligned with the concept that a pharmaceutical must ensure effective management of
environment, ACI complies with standard environment management policy, thus
adorned with EMS 14001 in 2000.
ACI maintains a congenial and supportive relationship with the healthcare community of
Bangladesh, with the belief that business excellence can only be achieved through
pursuit of quality by understanding, accepting, meeting and exceeding customer
expectations.
The management of ACI, a competent team of professionals, thus operates with a progressive
attitude to provide effective solutions to satisfy the customers needs, through its
products and services of uncompromising quality.

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B. Agribusinesses:
ACI Agribusiness is the largest integrator in Agriculture and Livestock and Fisheries. These
businesses have subunits like Crop Protection, Seed, Fertilizer, Agrimachineries, and
Animal Health. These businesses have glorified presence in Bangladesh.
CC & PH supplies crop protection chemicals, Seed supplies Hybrid Rice, vegetable and
Maize seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer, Agrimachineries
supplies Tractors, Power Tiller and Harvester and Animal Health supplies high quality
Nutritional, Veterinary and Poultry medicines and vaccines.
ACI Agribusiness is having strong partnership with national and international R & D
companies, universities and research institutions. Before introducing any product, it is
elaborately tested in the laboratory and farmers field.ACI Agribusiness has a large,
knowledgeable and highly skilled Field Force provides training and technical advices to
the farmers.
ACI is significantly contributing to national food security through its Agribusinesses division,
which is the leading agricultural integrator of the country. ACI Agribusinesses is
providing complete solution to the farmers need. This division has five separate SBUs.
They are Seeds, Fertilizer, Motors, Crop Care & Public Health, and Animal Health.
Farmers have developed confidence in our products for quality and economics. Farmers
have also come to expect proper knowledge based service from our field force. It has
the following Business:

Crop Care and Public Health

Livestock and Fisheries

Fertilizer

Cropex

Seeds

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C. Consumer Brands & Commodity Products

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 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.

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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.

Mission of Consumer Brands:

To become one of the top most consumer product marketing companies in the
country.

To associate with any one of the major international Companies having excellent
reputation and market acceptability, around the globe.

At a glance the business of ACI Consumer Brands are like below:

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Home Care Products:

ACI Aerosol
ACI Aerosol is one of the prestigious products of this country which has been enjoying the
market leadership position since its marketing in 1967. ACI Aerosol is produced through a
unique process of production and quality checking. The product is one of its kinds with
unique fragrance and mosquito killing ability. It is fully free from any environmentally
perilous material like CFC. ACI Aerosol has four different pack sizes. They are: 250 ml,
350ml, 475 ml and 800 ml.
ACI Mosquito
ACI Mosquito Coil is another product of the Home Care category products of ACI Consumer
Brands. It is also produced in ACI Formulations. ACI Mosquito Coil also has some
differentiation based on color, shape and fragrance. These are: ACI Mosquito Coil Green,
ACI Super Coil and ACI Super Plus High Booster Coil. ACI Coils enjoys very predominant
position and fighting to become absolute leader in the market place.
Air Care Products:
ACI has another very attractive product in this Air Care category with Angelic Fresh Air
Freshener. This is the first ever locally manufactured Air Freshener of this country whose
fragrances has been seriously applauded by the users and has become market leader in two
years time. Angelic Air Freshener has two variants based on two serene fragrances. They are:
Citrus Burst and Orchid Breeze.

Hygienic Products:
Savlon:
ACI has another very strong range of products in its Hygiene Product category. Savlon is
almost an essential product in every home of this country. Savlon Liquid Antiseptic is the
highest selling antiseptics. It is used in minor burn, cut and abrasion. Savlon has unique
proportion to heal and sooth wound and protect from infection. It washes the wound, heals
and protects instantly from getting infection. It has more than 75% market share of its
category. Savlon Liquid Antiseptic has four pack sizes. They are: 56 ml, 112 ml, 500 ml, and
1 liter.
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Savlon Antiseptic:
Savlon Antiseptic Cream is another range of products in Hygiene Product category. The
product is basically another disinfectant for using only on skin surfaces. It also cleans
the wound, soothes and heals the pain. It has a special effect on skin-cut or wounds
because it can stay for longer time on the impact area than Savlon liquid antiseptic.
Savlon Antiseptic Cream is routinely used in almost 90% of the countrys Hair Cutting
salon as after shave antiseptic. It has two pack sizes: 30 gm and 60 gm.
Savlon liquid Soap:
Savlon liquid Soap is a powerful hand wash which not only kills bacteria but also moisturizes
the skin. Savlon liquid Soap has two pack sizes. They are: 250 ml, 1000ml. 250 ml
pack has both dispenser and refill pack. Savlon range takes care of almost all the
aspects of hygiene of a family. For bath time pleasure and protection from bacteria and
also a stress less shower, ACI Consumer Brands has Savlon Family Protection Soap in
two different sizes: 70 gm and 100 gm.
Freedom Sanitary Napkin:
For feminine hygiene ACI launched Savlon Freedom Sanitary Napkin last year. This product
is very good in quality as it has Super Absorbent Polymer to keep its user dry for
whole day. The product has two variants: Regular and Heavy Flow.
Vanish Toilet Cleaner:
ACI has introduced a high quality toilet cleaner for the disinfection and cleaning in the brand
name of Vanish Toilet Cleaner. The product kills bacteria in the toilet, fragrances the
surroundings and keeps the toilet sparkling.
ACI Electronic And Electrical Division
ACI Electrical Division has started marketing of Energy Saving Lamp (CFL), Switch &
Socket, Tube Light, Starter and Miniature Circuit Breaker (MCB) under the Sparkle
brand name. With an aim of providing high quality, eco-friendly and innovative
products, the Sparkle brand has already received an overwhelming response from the
market. Now ACI Electronics is one of the successful distributor of world renowned
Panasonic Brands.
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Commodity Foods:
ACI Pure Salt
ACI Pure Salt was launched in 2005. Within the very short period it has been enjoying the
pride of the Brand Leader. The best in its kind, ACI Pure Salt is vacuum evaporated,
free flowing and properly iodized. It is also very porous and free flowing. Iodine is
coated in every single grain which makes it an essential product for the children; the
absence of right quantity of iodine in their food may cause mental disability to them.
ACI Pure Salt has won the "BEST BRAND OF BANGLADESH AWARD 2008" for
unparallel customer loyalty beating all the brands in Foods & Beverages category.
ACI PURE SUGAR:
ACI Limited has launched sugar under the brand ACI Pure in 2010. ACI Pure Sugar was
launched in an attractive three layer laminated pack. Its outstanding color and striking
design will draw the consumers attention. This is yet another step by ACI Consumer
Brands to enrich the consumers kitchen with Pure Food products in Bangladesh. It is
being made through state-of-the-art technology with 99.9% polarization, which makes
it sweeter than any other sugar brands. In Addition, it has less than 50 ICUMSA which
gives more whiteness and purity in line with the brand promise of ACI Pure.

International Alliances:
Oral Care: Colgate Palmolive
ACI represents Colgate Palmolive Company as exclusive marketing partner and distributor
for the territory of Bangladesh. Colgate is the worldwide leader of the oral care
products category. The products have a high demand among the consumers of
Bangladesh like anywhere in the world. Colgate tooth paste removes plaque and keeps
the mouth fresh for long time. Colgate herbal toothpaste is a unique kind of herbal
solution for teeth and gum related problems and has a very high demand among
consumers.
Personal Care: Nivea

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ACI was appointed as sole distributor and marketing partner of Beiersdorf AG, Germany the
manufacturer of Nivea brand products. The products are best in their category in
respect of quality. Nivea products are getting popular day by day in Bangladesh.
Hair Care: Godrej
We represent Godrej Consumer Products Limited to market their products. Currently the
demands of Godrej hair dye products are on sharp rise.
Low Calorie Sweetener: Merisant
ACI consumer Brand markets low calorie sweetener products of Merisant for weight
conscious customers and also for them who want to avoid direct sugar. The products
are: Canderel and Equal both in tablet and powder form.

2.5 subsidiaries of ACI Limited:

ACI Formulations Ltd.

ACI Agrgochemicals

Apex Leathercrafts Limited

ACI Salt Limited

ACI Pure Flour Limited

ACI Foods Limited

Premiaflex Plastics Limited

Creative
Limited

ACI Motors Limited

ACI Logistics Limited

Communication

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2.6 Joint Ventures:

ACI Godrej Agrovet Private Limited

Tetley ACI (Bangladesh) Limited

Asian Consumer Care (Pvt) Limited

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2.7 Distribution Network

The company maintains strategically located sales centers in nineteen
different locations across the country. It has developed an advanced
distribution system through its skilled and trained manpower and a
large fleet over eighty vehicles. The distribution system is fully
equipped for handling continuing volume of diverse range of products
from the various businesses.
The company's distribution centers are highly streamlined, computerized
and automated. We are capable of maintaining a cold chain for some
specialized range of products such as vaccines and insulin. The
combination

of

this

advanced

function

and

multidimensional

capabilities made it possible to handle hundreds of products

efficiently. At a glance the distribution system of ACI limited is like
below:

19 strategically located depots

86 own fleet of vehicles

WAN connected locations

Professionally selected
distributors

Extensive penetration in rural

market

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2.8 Corporate Social Responsibility

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Societal Development through Educational Programs
ACIs guiding principle in all its operations is to be a responsible corporate citizen. Thus,
Social Responsibility is a top priority for every individual at ACI. Our endeavors
toward discharging our social responsibilities have become more focused since our
adoption of the principles of the Global Compact.
Initiatives that have shown significant contribution to societal development are

Continued Medical Education (CME) for medical professionals and

Childrens Education Programs.
A dedicated team of medical graduates makes up the Medical Services Department (MSD) in
ACI, which carries out CME programs termed Clinical Meetings all across
Bangladesh. These are essentially non-advertised meets of medical professionals that
serve as a training and knowledge-sharing forum, often conducted by experts on the
subject. Our partners in development for these programs are doctors, medical
associations and/or departments, and various study groups. The level of involvement of
ACI in these programs may range from only sponsoring the entire program to providing
all types of services and technical support to the presenter to even conducting the
program by an MSD doctor. Support from MSD include research support for
deliberations at the meet, literature and multimedia presentation for the program,
updates on new technology and thoughts in medical fields, and even educational
support to any participant in their area of interest.
ACI has also undertaken an English Education program in Faridpur, one of the remotest
districts of Bangladesh. This provides support to teach English Language to school
going children. Doctors in Bangladesh who are not living in the metropolitan cities
have very limited access to the Internet or any other sources of information. In order to
keep them updated on the developments in the medical practices regularly, the CME
program has been proven highly effective. ACI believes that by promoting education of
children, we are contributing to societal development by shaping the minds of our
future leaders.

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Educating the farmers, with a focus on Environment Friendly
Practices
ACI has undertaken extensive programs to educate crop farmers all over rural Bangladesh in
Good Agricultural Practices. We have a team of agricultural experts working at the field
level all across the country, holding a range of technical trainings and field
demonstrations. Their activities include:

Field demonstrations on various methods of crop protection, that pose the least
hazard for the environment

Training on new technologies of cultivation, for higher yields and new crops

Training to channel partners (e.g. retailers and agricultural extension workers) and
third parties (e.g. NGO workers)

ACI also has similar education programs for animal and

poultry farmers. These include:

Technical trainings on diverse aspects of farming, and on application of new

technologies

Farmers group meeting for sharing of learning and experience

Free visits to farms by veterinarians, to identify problems and give advices to

individual farmers

Our farmers are mostly illiterate having learnt the art and science of farming by assisting their
family on the fields. Our continuous endeavors to educate farmers have given
significant benefits on three fronts:

Raising the level of awareness among farmers on improving their agricultural output
through application of new technology, encouraging them to share experiences with
neighboring farmers and, in the long run, developing educated farmers.

Raising the educational level and technical knowledge of channel partners and third
parties who act as advisors to the farmers.

Most importantly, making the farmers aware of ways to protect the environment from
hazardous uses of chemicals on their farms, allowing them the opportunity for
informed decision-making. ACI hopes to continue to play a leading role in promoting
greater environmental responsibility among farmers in Bangladesh.

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2.9 Environment Policy:

ACI Limited is committed to formulate and conduct all its operation in an
environmentally friendly manner ensuring continual improvement in
the utilization of resources and prevention of pollution or degradation
of the environment.
In pursuit of this Goal, ACI will:

Comply with all local and national legislations.

Conserve natural resources like water and energy for sustainable

development, and adopt environmentally safe processes.

Ensure appropriate treatment of all effluents prior to discharge.

Ensure appropriate communication with internal and external

interested parties on environmental issues.

Create awareness on environmental issues among our employees

and contractors.

Ensure waste management in an environmentally responsible

manner through continuous up gradation of technology.

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ACI Consumer Electronics- ACI

Panasonic
Panasonic Corporation, based in Osaka, Japan is a worldwide leader in the development and
manufacture of electronic products for a wide range of consumer, business, and industrial
needs.
In Asia Pacific Region, Panasonic has a long standing presence beginning from its first
factory in Thailand in 1961. Over the years, Panasonic's operation has rapidly expanded in
the region. Today, its operations span across 9 countries with a total of 112 companies,
employing a total workforce of about 109,000 in the region. The company recorded
consolidated net sales of 8.69 trillion yen (US$105 billion) for the year ended March 31,
2011, globally.
In 2001, Panasonic Asia Pacific assumed the role of a regional headquarters for the Asia and
Oceania region, providing support in logistics, information communication, financial
services, human resource development and productivity enhancement for Panasonic
companies in the region.
World renowned electronics company Panasonic and ACI Limited has joined together to
bring the Panasonic Audio Visual products to Bangladeshi consumers. The association was
formally announced on the 16th of April through the launching ceremony in Bangladesh
China Friendship Conference Center. Under this arrangement with Panasonic regional office
in Singapore, ACI Consumer Electronics, a newly formed division in ACI Consumer Brands
SBU will market the Panasonic AV products in Bangladesh.
Panasonic has a rich range of AV products comprising of High Definition LCD and Plasma
Television, Home Theatre system, DVD and Blu-ray DVD player, Digital Still Camera &
Camcorder. The LCD and Plasma TVs are marketed under Panasonic VIERA brand and the
Cameras are marketed under LUMIX brand.
For the easy-availability of these products to the customers, ACI Consumer Electronics has
already appointed 11 dealers inside Dhaka and 5 dealers outside, who will carry the
Panasonic products for display and sales purpose.
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3.1 Scenario
Market

: Bangladesh

Product

: Audio Video products

Brand

: Panasonic

Finished material source

: Malaysia, Singapore, China, Japan

Packing

: Singapore

Marketing & Distribution

: ACI limited

Product life cycle

: Re-introduction

3.2 Mission
To be one of the best electric & Electronics Company, the company must provide truly
consistent and high standard quality products to the target segment capitalizing on the
concepts of total quality management, greater customer focus, promotion, after sales service
and continuous improvement

3.3 Product Positioning

ACI LIMITED is a well established in the sector of Manufacturing, Distribution & sales. The
company name ACI LIMITED is strong distribution channel and good reputation to all
corners of the country. Therefore ACI LIMITED has planned to introduce Sparkle Brand
(Electric Electronics) product for marketing in Bangladesh Community. The items and their
intended users in the local market are given below:
SL
No

Item

Uses

Category Users

Color Television

CTV, PLASMA & LCD

Private, commercial , hotels &

hospitals

Refrigerator

Frost, No-frost and Freezer.

Private, commercial , hotels &

hospitals

Air
ConditionerThermal cooling, Air TemperaturePrivate& public space, House,
1.window,
2. and Humidity control
apartments,
restaurants,
office,
Split
Hotels and commercial institution

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4

Home &
Appliances

KitchensMWO,E/Oven, Iron, BlanderPrivate, Hotels & Hospitals.

,Room heater, Cheaper, vacuum
cleaner, etc

3.4 Easy Installment Payment Option

ACI Consumer Electronics has now extended easy monthly installment payment option for
all Credit Card holders of Standard Chartered Bank, (InstaBuy), Brac Bank (Pay Flex) and
Bank Asia (Easy Buy). Under this arrangement, one can pay in easy installments of 3,6,12 &
18 months.

3.5 Target Market

The main sales outlet will be located in Dhaka metro or Divisional head quarter. Which will
be at the prime locations of Metro towns The selected market or primary Market in the initial
phase or first two years of its operation will be the urban populace ( Middle, Upper middle &
upper class) of the Metropolitan of Dhaka. The area outside Dhaka will be considered as the
secondary Market.

3.6 Target Market & Segment

The business is aimed at the Middle, Upper middle & Upper class segment of the total Urban
class Segment of the total urban market segment. This segment includes both private and
public users.

3.7 Organizational Setup

The organizational set-up of Electric & Electronics Department will be based on the Line and
Staff method. Necessary authority will be delegated to the employees for quicker decision
within the framework of the company.
The Department will have a dedicated group of trained personnel both in marketing and
technical side and such the department will have all advantages to utilize the market potential
and resource personnel.
The head of department (sales distribution), will ran the show with the area sales manager &
sales coordinator as his deputy. He will be responsible for administering the day-to-day
operation to the department. The Head of department (sales & distribution) will directly
report to the Executive Director, CB. The other members of sales team will include Area sales
managers, sales coordinator, Sales officers, Sales representatives, Maintenance and service
personnel will report to the Department Head.

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3.8 Business Model of ACI Panasonic:

The Panasonic AV business is based on the following steps
1. Import
2. Warehousing
3. Distribution
4. Advertising & Promotion
5. After-Sales Service

1. Import:
The Panasonic Audio Video Products will be imported from the Panasonic Asia
appointed distributor for ACI Limited, Apex Trading Pte Ltd. ACI will open LC,
arrange PSI and customs clearance (after import). Apex will ship the products along
with necessary POP materials within 30 days of receiving the LC. Apex will prepare
documents as per PSI company requirement and submit the documents soon after PSI
to its bank.

2. Warehousing:
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The Panasonic AV products will be stored in separate pre-designated warehouse
because of the business nature. The warehouse will have necessary registration for
import & trade related purpose. The stored products will be invoiced in warehouse and
distributed to country-wide dealers through courier service.

3. Distribution:
The dealers will be appointed for the Panasonic range. Based on the location, area
profile and capacity of the dealers, the products will be given to the dealers. The
high-end products like LCD and Plasma TV will be limited to very selective dealers
in prime location of Dhaka and Chittagong. Each dealer will be given monthly sales
target, and based on the target the dealer will keep enough stock. If required the sales
in-charge for the dealer can cross-check the report with the inventory hold by the
dealer to verify.

4. Advertising & Promotion:

Major promotional activities will be financed by Panasonic Singapore which includes
Print Ad in Newspaper & Magazine, TV commercial, Outdoor branding, trade fair
participation, Seminar, Product display for public etc. ACI Ltd provide decoration
and signboard in specific dealer outlets to further strengthen the brand.
Promotional Advertising strategy:
Advertising and promotional activities for Sparkle will be undertaken during initial
year on a major Scale. The promotional activities will be aimed at:

Making the targeted customers aware of the company and its products.
Positioning of the products among the intended customers and creation of

brand awareness and Loyalty.

Promote the product as high quality but price-competitive in comparison to its

competitors brand.
Affect the substantial sale of the products within the target market and incur a

profit.
Develop and uphold the image of the company as a customer oriented
concern.

5. After-Sales Service:
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ACI will provide after-sales service free of cost within the warranty period. The
service term will be as per industry standard. The servicing and repairing will be done
in the separate portion of the warehouse and in the dealer point by the mobile service
team or approved Panasonic technicians of the appointed dealer. The dealer will
receive the products entitled for servicing and determine if the technical team in the
dealer-point can do the required servicing.
If not, dealer will call the mobile servicing team or send the product to central service
centre located at warehouse. The cost of servicing within the warranty period will be
entirely borne by ACI Limited. The cost will include the service fee to the technician
and spare parts. Panasonic will provide spare parts for servicing at a minimal cost to
ensure the service facility. The dealers will keep detailed records of the repairing
service in the given format and submit the report monthly along with the payment
(where necessary) to ACI.

3.9 SWOT Analysis of ACI Panasonic:

Strength:
1. Experience

Weakness:
1. New Entry in Electronics Market

2. Strong Manpower
3. Financial Strength
4. Strong Network
Opportunities:
1. Increasing Market Demand

2. Shortage of distribution points

Threats:
1. Lower Prices Products

2. Offering Quality Product

3. Better Service

2. Non Guarantee Products

4. Competitive Price

Strength:
Experience:
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Panasonic itself established as a brand according to its name and distribution. Beside this ACI
Limited has a great positive market image in Bangladeshi market. So Panasonic is enjoying a
yearlong strong brand image in the electronic market of Bangladesh with its reliable and
sustainable activities with their customers.
Strong manpower:
ACI is a renowned company in Bangladesh. It has strong manpower which is experienced
and skilled. They have sufficient and strong technological knowhow. So, it has appointed
strong manpower for the distribution and marketing of Panasonic.
Financial Strength:
ACI Consumer Electronics is a financially sound company backed by enormous resources of
the mother concern ACI Limited. As a result distributor and customer feel comfort to deal
with this company.
Strong Network:
ACI Limited is an established company, so it is maintaining a strong distribution network all
over the country. At present a highly established distributors are engaged to distribute the
Panasonic electronics.

Weakness:
New Entry in Electronics Market:
Panasonic is a old established company in Electronic Market of Bangladesh but due to some
operational problem it stops its operation for some years within which other companies like
Sony, Samsung capture a large portion of market share. So now Panasonic is considered as a
new entrance in electronic market. So they are facing some difficulties.
Shortage of distribution points:
Due to some operational problem ACI Consumer Electronics cant operate in every point, so
Panasonic are facing shortage of distribution point right now.

Opportunities:
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Increasing Market Demand:
As its new but the sales growth proves that the customers are accepting Panasonic products
cordially.
Offering Quality Product:
Panasonic products are directly imported from Singapore and it has worldly acceptance to
customers.
Better Service:
Panasonic Product offers better service quality for its products.
Competitive Price:
Though the price of Panasonic product is higher than its competitors but due to its quality the
price is competitive.

Threats:
Lower Prices Products:
Some Chinese and local companies are offering low prices products. Considering our living a
large number of customers are accepted this product which is a threat for Panasonic to expand
their market.
Non Guarantee Products:
People from lower class and too some extend middle class are purchasing non guarantee
products which is a threat for Panasonic to expand their market.

3.10 Competitiveness of ACI Panasonic with other

Companies:
1. Separate warehouse for storing, invoicing & distribution
2. Rolling credit with cash deposit, credit recovery depends on actual selling of
products to the end customer.
3. Advertising & Promotion expense borne by Principle
4. Dealer Based operation rather than distributor and retailer type channel. Strong
branding and POP material support in the dealer outlets.
5. After-sales service, technical team for servicing.

3.11 Marketing strategy of ACI Panasonic

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The Marketing Strategy of ACI Electronics through its Marketing and Sales department
during its initial Two Years is a broad-based plan that comprises of all marketing
considerations regarding market identification and segmentation along with the factors of
product mix, positioning, market share, pricing, promotion, distribution etc.
The main objectives are:
1. Marketing the targeted Customers aware of the company and its products.
2. Positioning of the products among the intended customers and creation of brand
awareness and
loyalty.
3. Promote the product as high quality but competitive price in comparison to its
competitors brands.
4. Affect a Substantial sale of the products within the target market and incur a profit.
5. Develop and uphold the image of the company as a customer oriented concern.

3.12 Panasonic Ideas For Life:

This global brand slogan for Panasonic represents our commitment in providing products and
services based on ideas that will enrich lifestyles and assist the advancement of society. Our
focus isn't just on products, it's also on ideas. Ideas that will enhance your life and broaden
your horizons. Through these relevant, innovative and valuable ideas, Panasonic aims to
continually enrich lives and contribute to the prosperity of societies throughout the globe. To
know more about our global brand, visit Panasonic ideas for life at Panasonic Global Site.

3.13 Management Philosophy of Panasonic ASIA

PACIFIC:
Basic Management Objectives
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Recognizing our responsibilities as industrialists, we will devote ourselves to the
progress and development of society and the well-being of people through
our business activities, thereby enhancing the quality of life throughout the
world.

Our Beliefs
At Panasonic, we are committed to maintaining the same philosophy wherever we
operate. In particular for Panasonic overseas operations, this philosophy is
characterized by the following tenets:
Contribution to Society
Here in Singapore, besides involvement in community activities and sponsorships,
Panasonic actively seeks to create employment opportunities and to enrich
the quality of the workforce through skill upgrading and training for a better
Quality of Life. To achieve this, Panasonic has invested in its Panasonic
Regional Training Center, a fully equipped modern training academy for its
staff.
Promotion of Technology Transfer
It is through a synergistic environment that Panasonic employees pursue and
breakthrough to greater heights of technological progress. Panasonic
recognises the wisdom of shared expertise and resources in order to
promote product and machine technology advancement, productivity and
quality excellence. With local participation in Panasonic's state-of-the-art
R&D activities, mutual technological progress is ensured. The combination
of technological expertise and Panasonic's concept of manufacturing

excellence has led to Panasonic products achieving the highest quality.

Spreading Panasonic Management Philosophy within the

context of local government policy

This philosophy forms the integral part of Panasonic's overseas policy; the concept
of being a responsible and society conscious industrialist is imparted to all
staff. In Singapore, Panasonic realizes its commitment to improving the
international competitiveness of its operations with the support of
incentives offered by the government.

Environmental Activities:
To be the No. 1 Green Innovation Company in the Electronics Industry

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Panasonic aims to become the No. 1 Green Innovation Company in the
electronics industry towards 2018 and make environment central to
all our business activities.
Panasonic Asia Pacific eco ideas Declaration 2010

'eco ideas' for Lifestyles

Achieve 80% of sales to be contributed by eco products in Asia Pacific by

March 2013.

Utilise social media platforms (Facebook, YouTube etc) to generate eco

awareness and inculcate eco habits.

Roll out Panasonic Global Eco Learning Program in the region.

'eco ideas' for Business-styles

Target 500,000 tons of CO2 emissions reduction by March 2013 versus

"Business-as-usual" level*.

Develop 4 more model 'eco ideas' factories in Asia Pacific by 2013.

Level of CO2 emissions projected assuming no improvement is made since

Fiscal Year 2005.

Environmental Policy
Panasonic Asia Pacific Pte. Ltd. (PA) has the mission to market PANASONIC
products and support the companies in the Asia-Oceania (ASOM)
region in logistics, information communication, financial services,
human resource management, and marketing, environment, quality,
procurement

and

manufacturing

innovation

as

the

regional

headquarters.

3.14 Customer Satisfaction Level toward

Panasonic:
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To analyze the customer satisfaction level I asked several question to customers. By which I
got the answers which are described with the assistance of Pie Chart in below:
Physical Facilities of Panasonic Outlet are attractive: Panasonic has several own and
exclusive outlets from which Panasonic products are directly sold to the customers. 32%
customers are strongly satisfied with its facilities, 44% are satisfied, 20% not satisfied nor
dissatisfied and 4 % are dissatisfied.

Availabity of products: Panasonic has several products according to the customer demand.
These products are available in ACI Panasonic. 29% customer is strongly satisfied with the
availabity of Panasonic products, 35% are satisfied, 30% not satisfied nor dissatisfied and 6%
are dissatisfied.

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Salesmanship of Outlet manager is good:
Two to three salesmen are available in Panasonic Retail outlet. 27% customers are strongly
satisfied with their services, 25% are satisfied, 35% not satisfied nor dissatisfied, 12%
dissatisfied and 1% strongly dissatisfied.

Level of satisfaction with After Sales Service:

ACI Panasonic offer after sales service for their customers. 35% customers are strongly satisfied
with this service, 29% are satisfied, 24% not satisfied nor dissatisfied, 9% dissatisfied and 3%
strongly dissatisfied.

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4.1 Competitors &Substitutes

For any business to succeed, the company needs to know almost as much about their competitors
as about the own company and customers. A competitive analysis allows the company to identify
their competitors and evaluate their respective strengths and weakness. By knowing the actions
of the competitors, itll have a better understanding of what products or Services Company
should offer how they can market them effectively and how can one position in the market.
So for my report purpose by looking at primary competitors to find out the difference of
Panasonic with its competitors I had to make an analysis. 14 major companies plays a vital role
in the existing, local market are marketing competitive products with same features. Since there
is a substantial supply gap in the marketing, there will not be any significant marking problems.
In any case, the company will counter any threat from competitors through adopting competitive
pricing, higher advertising and promotional efforts, better warranties and after sales services.
Special attention will be given to keeping the prices of the ACI Panasonic items at a Standard
rate in comparison to the existing market.
The details of the business plan in the preceding pages reveal that the marketing of ACI
Panasonic brand is viable. It also reveals that there is a substantial demand of the products in the
intended market. All the employees of the sales and marketing department will be educated and
qualified and the line of business.
The ACI Panasonic brand name is proposed only to work out this summery. We suggest some
catchy name, which goes with an image of International brand of Electronics Item. There are
three major companies are existing in the market.
Sl. No

Name of the Companies

Brand Name

Transcom Electronics Ltd.

Philips,

Rangs Electronics Ltd

Sony

Electra International

Samsung

So there are some analyses of these above three competitors concerning their operation in
Bangladesh.

Philips

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Koninklijke Philips Electronics N.V. (The Company or Royal Philips Electronics) is the
parent company of Philips Group (Philips or the Groups). Royal Philips Electronics of the
Netherlands is a diversified Health and Well-being company, focused on improving peoples
lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips
integrates technologies and design into people-centric solutions, based on fundamental customer
insights and the brand promise of sense and simplicity.
Headquartered in the Netherlands, Philips employs over 120,000 employees with sales and
services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the
company is a market leader in cardiac care, acute care and home healthcare, energy efficient
lighting solutions and new lighting applications, as well as lifestyle products for personal wellbeing and pleasure with strong leadership positions in male shaving and grooming, portable
entertainment and oral healthcare.
Its distributed by Transcom International in Bangladesh. Philips has 20 showrooms al over the
Bangladesh.

Samsung
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Samsung Electronics is a South Korean multinational electronics and information technology

company headquartered in Samsung Town, Seoul. It is the flagship subsidiary of the Samsung
Group. With assembly plants and sales networks in 61 countries across the world, Samsung has
approximately 160,000 employees.
In 2009, the company took the position of the worlds biggest IT maker by surpassing the
previous leader Hewlett-Packard. Its sales revenue in the areas of LCD and LED displays and
memory chips is number one in the world.
In the TV segment, Samsungs market position is dominant. For the four years since 2006, the
company has been in the top spot in terms of the number of TVs sold, which is expected to
continue in 2010 and beyond. In the global LCD panel market, the company has kept the leading
position for eight years in a row.
It is operating its business from last 10 years in Bangladesh Electronics market. It has three types
of selling channels: retail, corporate and dealer. Its Product authorized dealer is Electra
International. All levels of people are their customers, mainly middle class and upper middle
class. Their pricing strategy is to have comparison with the recent market rate by comparing with
competitors. Quality and Service are the two basic way to market their products. They assemble
And market their products in Bangladesh.

Sony
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Sonys humble beginning started in Japan in 1946 from the sheer determination and hard work of
two bright and enterprising young men. Both Masaru Ibuka and Akio Morita joined hands in
making their dream of a successful global company a reality. Learn more about who we are and
what we do in this section. No other consumer electronics company today is as steeped in history
and innovation as Sony
The company name of Sony was created by combining two words of sonus and sonny. The
word sonus in Latin represents words like sound and sonic. The other word sonny means
little son. Used in combination, Sony is supposed to represent a very small group of young
people who have the energy and passion towards unlimited creations and innovative ideas. With
the far-sight of expanding worldwide, it was in 1958 that the company formally adopted Sony
Corporation as its corporate name. Easy to pronounce and read in any language, the name Sony,
which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness.
In Bangladesh It is merged with Rangs Electronics. Rangs Group of Companies (RGC), is one of
the most reputed and largest group in Bangladesh. The Group has always been known as a
pioneer in the field of consumer technology in Bangladesh. The company was registered under
the Companies Act of 1913 and was incorporated in Bangladesh on 29th March, 1984. In course
of time the company has spread its branches in various field of business and achieved remarkable
success. At present there are sixteen sister concerns and each of them is a complete Division with
individual strategy & policy and employees.
Rangs has achieved the name of trust of the customers. Customer satisfaction is the prime focus
of all its Divisions. The group stands in the front line in paying Government revenue also. Sony
promote itself through Sales Promotion, Event Sponsorship, Sales from Retail, Corporate and
dealer point and Special campaign regarding special occasion.

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4.1 Comparison of 4P's

4.1.1 Product Comparison with the Competition:
Panasonic
Audio Visual Product:
o PLASMA
o LCD
o CRT
o Home Theater
o Camera
o Camcorder

Health And Beauty Care

Air Conditioner:

Televisions & Projector

Home & Kitchen Appliances

o Vacuum Cleaner

Kitchen Appliance:
o Blender
o Rice Cooker
o Iron

Refrigerator & Freezer

Washing Machine
Oven
Air Condition

CTV
HTV

Audio/Video
Products

Home Video

o Washing Machine

Television

Home Theatre & Audio

Cameras & Camcorders

o Microwave Oven

Television

BRAVIA LCD TV
Projector
Sony Television
Blu-ray Home Theatre
Walkman Digital Players

Home Appliance:
o Refrigerator

Philips

Samsung

Sony

Audio/Video Products

Home Theater
DVD

Refrigerator/Free
ze

Home Theater
CD Sound Machine
Blue Ray Player
Clock Radio
DVD Player
Docking Entertainment
System
DVD Micro Theater
RCR AZ

Domestic
Appliances

Philips Air Fryer

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Microwave Oven
4.1.2 Price Comparison with the Competition:
Type
21" CTV
Price

Panasonic

Sony

Price

Price

KV - SW2180

KV - HG21M80

21PT5007 / 94

21PT5027

21CZ 8

21LZE68

19,147

20,888

25,990

24,995

18,500

19,700

23,500

24,500

1,000

1,000

DVD player

DVD player

TC- 29RX20M

KV - SZ2992M50

29PT6807

29PT5607

29LZE 77

29C3

35,684

44,990

37,000

25,000

47,000

34,000

1,000

Philips iron

Philips iron

TX-32LX80M

TX-32LX800M

T400

S400

32TA2800

32PFL7332

32AV500E

76,589

104,440

129,990

139,990

104,000

155,000

120,000

32000 in DITF

34000

DVD/Oven

DVD/Oven

Digital Cam

Discount
37" LCD
Price

TX-37LX800M

TX-37LZ80M

S400

37TA2800

37AV500E

109,662

121,847

199,990

150,000

188,000

50,000

home theatre

Discount
42"LCD/Plasma
Price

TX-42LZ80M

TH-42PV8H

S400 40

V400 40

CSPS42QS

151,438

121,847

279,990

289,990

270,000

94,000

90,000

50,000

Discount
50" Plasma
Price

TH-50PV80H

V 400 46 in

CSPS50QS

240,212

389,990

295,000

Discount
DVD Player
Price

90,000
DVD - S2

DVP - NS508P

DVP - NS57P

DVP - 5986K

DVP - 3126K

SD - 550SA

SD - K270

7659

7990

7490

8900

5900

7500

8500

2000

2000

DAV - DZ570K

DAV - DZ870K

HTS - 3105

HTS - 3357

Discount
Home Theatre

Samsung

TX- 21RX20M

Discount
32" LCD

Toshiba

TC- 21GX20M

Discount
29" CTV

Philips

SC PT - 160

SC PT - 465

SC PT - 565

DAV - DZ 270K

HTS-3548W

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Price

24,195

33,421

49,087

Discount

27,900

37,900

59,900

20,000

29,000

5,000

1,000

1,000

1,000

1,000

1,450

2,250

4.1.3 Place Comparison with the Competition:

Panasonic
Own Showrooms
Exclusive showroom
Multi Brand dealers
Direct sales to corporate

Sony

Philips

Retail

Retail

Samsung
Retail

Corporate

Corporate

Corporate

Dealer

Dealer

Dealer

4.1.4 After Sales Service Comparison with the Competition:

Panasonic

Sony

1. Own service center.

1. One year warranty.

2. One year warranty.

2. Parts Change

3. After-sales service free of

3. Service charge +

cost within the warranty

period.
4. The servicing and
repairing will be done in
the separate portion of the

Inspection Charge
4. No home services for
Domestic Appliance
Products

Philips
5. One year warranty. Parts
Change
6. Replacement if parts not

Samsung
1. One year warranty.
2. Parts Change.
3. No replacement

available
7. Service charge +
Inspection Charge
8. No home services for
Domestic Appliance
Products

warehouse and in the

dealer point by the mobile
service team or approved
Panasonic technicians of
the appointed dealer
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4.1.5 Promotional Strategy Comparison with the Competition:
Panasonic

Sales their products mainly in

their own showrooms and
retail shops and thorough
Personal selling
Advertising in the renowned
dailies, popular magazines on
a regular basis.
Outdoor advertising-Bill
board, Neon sign, major
traffic points, car sticker at
road side.
Sales promotional activities
like- sales discounts and
special offer for off season.
In-house promotional
measures in the forms of sales
allowances and target bonuses
for sales employee.
Better warranties and better
sales service than the
competitors.

Sony

Sales Promotion
Event Sponsorship
Sales from Retail,
Corporate and dealer point
Special campaign
regarding special occasion.

Philips

Sales their products mainly

in their own showrooms and
retail shops
Door to door selling process,
for this they use mapping for
prospective areas.
Special campaign regarding
special occasion.
Point-Of-Sales
Sales Promotions
Attending Corporate Fair
Advertise in Print Medias.

Samsung

Sales their products

mainly in their own
showrooms.
Sales Promotions
Advertise in Print Medias.
Special offers.

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4.2 Brand Comparison:

Category
Cash Installment
Credit Card Installment
Interest on Installment
Installation Facilities
After Sales Service
Eco Friendly Products
Green Marketing
Sponsorship
Television advertisement:

Panasonic

Sony

Philips

Samsung

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4.3 Brand Position Comparison:

Satisfied with Price:
30% customers are satisfied with the price of Sony, 28% with Philips, 27%
with Samsung and 15% with Panasonic. Its because of the high
price of Panasonic products.

Satisfied with Features:

30% customers are satisfied with the features of Sony, 27% with Panasonic, 22% with
samsung and 21% with Philips products.

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Satisfied with Sales Promotion:

29% customers are satisfied with Sony because they offfer dfferent sales promotion during
the whole year but in contrast 21% are satisfied with Panasonic because they offer only when
any special occasion comes. Beside 27% are satisfied with Samsung and 23% with Philips.

Satisfied with Visual Appealing:

Due to modern and new age lool 31% customers like Panasonic products. In contrast 25%
like Sony, 23% like Samsung and 21% like Philips.

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Satisfied with Problem Solving:

Panasonic has efficient work team and strong after sales services, so 30% customers are
satisfied with it. In contrast 27% like Sony, 23% like Samsung and 20% like Philips.

Customers Reliability:
Panasonic is a world renowned brand. It has strong and positive brand image, so 31%
customers can rely on it. In contrast 25% rely on Sony, 23% rely on Samsung and 21% rely
on Philips.

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Product Quality:
Panasonic offer latest technology with highest quality. So 33% customers are satisfied with it.
In contrast 67% like Sony, 22% like Samsung and 19% like Philips.

Brand Image:
Panasonic is a world renowned brand. It has strong and positive brand image but it was
stoppped its operation for some years in Bangladesh, so as a new entrance still they couldnt
achieve the first position but they are almost same to Sony. 29% customers consider
Panasonic as a best brand. In contrast 31% consider Sony, 23% Samsung and 17% Philips.

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Findings
From this study it is observed that ACI Sparkle has some good points as:

ACI Limited is a well know local company.

Annual income of ACI Limited is increasing day by day.

In a large scale it is contributing to the countrys GDP.

ACI Limited has a wide range of products and businesses.

ACI Limited provides its works force an excellent place to work.

It has already achieved a good will among the customers.

Customers take Panasonic product due to its features and visual appeal.

The after sales service of Panasonic Product is good.

Panasonic itself has a strong brand image and in Bangladesh it is distributed by ACI
Limited,
The brand image of Panasonic is very high.

The product quality is better than its competitors.

Also from the report, it is observed that ACI Limited has some problems as:

Due to workforce scarcity workload on executives, sales team.

More training sessions on Technical areas should be covered.

Lots of new companies are coming with low price product and complete
electrical solution.

Employees are not motivated in some areas.

The Price of Panasonic price is higher than its competitors.

Panasonic has not any Television advertisement.

Panasonic has not much promotion compare to its competitors.

Panasonic doesnt offer attractive trade promotion.

The salesmanship of the sales executive in Panasonic retail shop is not up to mark
compare to its competitors.

Panasonic product is not available to the whole Bangladesh.

The customer reliability of this brand is higher.

The retail outlet is not in the electronic zone.

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Comparative Analysis of ACI Panasonic and Its Competitors

Customers are not satisfied with their business policy and service.

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Comparative Analysis of ACI Panasonic and Its Competitors

Recommendations

Panasonic should revise its pricing strategy because in context to our country its too
high to consume.

Increase the brand image through much promotion.

Introduce low price model in the existing product line in order to capture the new
population segment.

Introduce new trade promotion to attract dealer to increase the sales volume.

Launching new campaign to attract customer as its new in market.

ACI Panasonic should provide training to its retail outlet executive for the betterment
of their salesmanship.

ACI Panasonic should extend its business throughout the Bangladesh.

Retail outlet should take in the electric zone.

ACI electronic division should take some necessary steps to create awareness among
their target customers about their products, services and new arrivals.

They should provide some sort of reward occasionally like other competitors give
winter reward or yearend reward. They also provide reward to the sales people so that
they feel motivated and word hard for promoting and sell the product.

ACI Panasonic also can promote it-self by attempting some CSR activities.

In the Panasonic banner ACI light division can also sponsor some school or street
competitions.

They should give billboard advertisements in Dhaka and outside of Dhaka, especially
in the highways.

To cover all the districts in Bangladesh ACI Panasonic need to increase the field
force. By increasing the field force the work load of a salesperson will be reduce and
he can concentrate more to his assigned region.

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Comparative Analysis of ACI Panasonic and Its Competitors

Conclusion

ACI Panasonic is doing well now a day though it had faced a huge loss as a new entrance at the
beginning. Now it has captured the interest of customers. The main problem in the business
policy is different from the market. Though it has less market share but the important thing is its
still surviving in the electronic market. Many company examples are there who started business
with Now ACI Panasonic needs to go for the promotional activities to make aware the customers
that they are selling Panasonic products as well. Moreover, the company needs to gain more
distinctive competencies otherwise it will create difficulties for ACI Panasonic to run their
business in the long run.
Finally I want to say that I have learned a lot & also gather real life experience while working
with ACI Limited. In my report I have tried to arrange those findings & information that I gather
during my three months period with this company.

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Comparative Analysis of ACI Panasonic and Its Competitors

References

Assael, H. 1992, Consumer Behavior and Marketing Action, 4th Edition,

USA, PWS-Kent, pp. 223-227.

Baker, M. 2000, Marketing Management and Strategy, 3rd edition,

Macmillan Business, pp. 56-58.

Blythe, J. 2001, Essentials of Marketing, 2nd edition, Prentice Hall, pp. 7174

Brassington, F and Pettitt, S 2000, Principles of Marketing, Second Edition,

Prentice Hall, Harlow, pp. 85-89.

Chisnall, P.M. 1997, Marketing Research, Fifth Edition, London, McGrawHill, pp. 101-105.

Davies, M. 1998, Understanding Marketing, 1st edition, Prentice Hall, pp.

43-49.

Ellwood, I. 2002, The Essential Brand book, Kogan Page Limited

Fill, C 2002, Marketing Communications, Contexts, strategies and

applications, Prentice Hall, pp. 32-36.

Hoffman ,D & Novak, T, 1996, Marketing in Hypermedia Computermediated Environments: Conceptual Foundations, Journal of Marketing,
Vol. 60(July), pp. 50-68

Hoyer, W.D. and MacInnis, D.J. 2001, Consumer Behaviour, 2nd Edition,
USA, Houghton Mifflin Company, pp. 122-128.

Kotler, P., Armstrong, G., Saunders, J. and Wong, V. 2001, Principles of

Marketing, Third European Edition, Prentice Hall, Harlow, pp.24-27.

Kotler, P. and Armstrong, G. 1997, Marketing An Introduction, Fourth

Edition, New Jersey,Prentince Hall International, pp.78-90.

Kotler, P. Armstrong, G., Saunders, J. and Wong, V. 1999, Principles of

Marketing, 2nd Edition, New Jersey, Prentice Hall, pp. 61-69.
Page 58 of 68

Comparative Analysis of ACI Panasonic and Its Competitors

Keller, K 1998, Strategic Brand Management, Building, measuring and

managing brand equity, Kogan Page, London, pp. 107-112.

Malhotra, K.Naresh 2004, Marketing Research, Fourth Edition, Pearson

Education, pp. 24-33.

Internet Link:
www.bashundharagroup.com access: 1 October, 2011.
www.bpc.com access: 10th October, 2011.
www.ebharatgas.com access: 19th October, 2011.
www.worldlpgas.com access: 25th October, 2011.
http://bangladesheconomy.wordpress.com/category/engineering-sectorsteel-andmetals- industry/ access: 2 November, 2011.
http://www.bsrm.com/productsprice.php access: 9th November, 2011
http://en.wikipedia.org/wiki/Steel access: 15th November, 2011.
http://en.wikipedia.org/wiki/Steel_production_by_country access: 18th November
2011.
Others Link:
i.
Company Profile of Bashundhara Group.
ii.

Annual Report of the Company.

iii.

Monthly Sales Report of Bashundhara Steel.

iv.

Monthly Price Statement.

www.aci-bd.com/

www.panasonic.com.sg/

dspace.bracu.ac.bd:8080

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Comparative Analysis of ACI Panasonic and Its Competitors

Appendix- 1
Questionnaire Survey
To Identify the Current Situation of PANASONIC ELECTRONICS
Customer Information (Optional):
Name:
_________________________________________
Sex:
o Male
o Female

Age:
________________
Occupation:
________________
Instructions: Please answer the following question by putting tick mark on the options
1. Factor Structure and Item Listing for the Retail Service Quality Scale
The physical facilities at this outlet are attractive.
BI
Has this store merchandise available when the customers want it?
BJ
Have the Employees has knowledge to answer customers questions?
BK
Are you satisfied with the after sales service of PANASONIC?
BL
2. Compare PANASONIC SHOWROOM with the Branded Electronic Products
Showroom and rank it from your point of view:
Criteria
PANASONIC
SONY
TRANSCO
LG
ACI
RANGS
M Digital
BUTTERFL
Y
BN Price
BO

Features

BP

Sales Promotion

BQ

Physical aspects
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Comparative Analysis of ACI Panasonic and Its Competitors

BR
BS
BT
BU

Visually
appealing
Reliability
Personal
interaction
Problem-solving

Appendix- 2
ACI Consumer Electronics
Price List
SL #
1
2
3

Code
B043
B001
B002

4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40

B072
B073
B075
B074
B076
B082
B054
B052
B016
B037
B038
B014
B015
B039
B242
B017
B018
B053
B020
B055
B243
B021
B078
B058
B057
B077
B019
B040
B041
B056

B090

Product Name
Panasonic CRT TV TC-21FS10
Panasonic CTV - TC-21GX20
Panasonic CTV - TX-21RX20
Digital Camera
Panasonic D. Camera DMC-F3
Panasonic D. Camera DMC-FH1
Panasonic D. Camera DMC-FH22
Panasonic D. Camera DMC-FH3
Panasonic D. Camera DMC-FP1
Panasonic D. Camera DMC-FP3
Panasonic D. Camera DMC-FP8
Panasonic D. Camera DMC-FS12
Panasonic D. Camera DMC-FS15
Panasonic D. Camera DMC-FS4
Panasonic D. Camera DMC-FS42
Panasonic D. Camera DMC-FS6
Panasonic D. Camera DMC-FS7
Panasonic D. Camera DMC-FT1
Panasonic D. Camera DMC-FT10
Panasonic D. Camera DMC-FX48
Panasonic D. Camera DMC-FX580
Panasonic D. Camera DMC-FX65
Panasonic D. Camera DMC-FZ28
Panasonic D. Camera DMC-FZ35
Panasonic D. Camera DMC-FZ40
Panasonic D. Camera DMC-G1
Panasonic D. Camera DMC-GF1K
Panasonic D. Camera DMC-GH1
Panasonic D. Camera DMC-LX3
Panasonic D. Camera DMC-TZ10
Panasonic D. Camera DMC-TZ15
Panasonic D. Camera DMC-TZ6
Panasonic D. Camera DMC-TZ7
Panasonic D. Camera DMC-ZR1
Panasonic D. Camera DMC-S1
Panasonic D. Camera DMC-S3
Panasonic D. Camera DMC-FH2
Panasonic D. Camera DMC-FH27
Panasonic D. Camera DMC-FZ100
Panasonic D. Camera DMC-LX5
PANASONIC D.CAMERA DMC-F2

MRP
18,500.00
20,500.00
22,500.00
17,000.00
14,000.00
22,000.00
17,000.00
24,000.00
28,000.00
39,000.00
24,500.00
24,000.00
15,500.00
17,500.00
16,000.00
20,000.00
36,000.00
30,000.00
30,000.00
34,000.00
39,000.00
33,781.00
40,000.00
44,500.00
78,000.00
84,500.00
165,000.00
46,000.00
38,000.00
30,000.00
32,000.00
36,000.00
40,000.00
13,500.00
15,500.00
19,500.00
26,500.00
54,500.00
54,500.00
13,000.00

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Comparative Analysis of ACI Panasonic and Its Competitors

41

B091

36
37
38
39
40
41

B060
B061
B062
B249
B248
B111

42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59

B112
B110
B113
B033
B034
B035
B068
B096
B114
B085
B236
B011
B012
B013
B066
B119
B116
B067

60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89

B004
B005
B006
B007
B008
B063
B231
B064
B044
B097
B100
B098
B045
B101
B099
B046
B102
B027
B026
B028
B103
B104
B009
B010
B105
B235
B106
B108
B239
B081

PANASONIC D.CAMERA DMC-FT2

DVD / HT
Panasonic DVD H.T. SC-VK480
Panasonic DVD H.T. SC-VK680
Panasonic DVD H.T. SC-VK880
Panasonic DVD H.T. SC-PM02
Panasonic DVD H.T. SC-VKX20
PANASONIC DVD HOME THE.SC-PT480
PANASONIC DVD HOME THE.SC-PT580
PANASONIC DVD HOME THE.SC-PT75
PANASONIC DVD HOME THE.SC-PT980
Panasonic DVD HT-SC-PT170
Panasonic DVD HT-SC-PT570
Panasonic DVD HT-SC-PT870
PANASONIC DVD PLAYER DVD-S33
PANASONIC DVD PLAYER DVD-S38
PANASONIC DVD PLAYER-S58
PANASONIC EVOLTA AA2B
Panasonic Home Theatre SC-PT22
Panasonic HT - SC-PT160
Panasonic HT - SC-PT465
Panasonic HT - SC-PT565
PANASONIC HT SC-ZT1GC-S
PANASONIC LCD REMOTE CON.RC-LCD
PANASONIC MICROSYSTEM SC-PM24
PANASONIC MINI HIFI SC-PM5
LCD / PLASMA
Panasonic LCD TV - TX-32LX80
Panasonic LCD TV - TX-32LX800
Panasonic LCD TV - TX-37LX80
Panasonic LCD TV - TX-37LZ80
Panasonic LCD TV - TX-42LZ80
Panasonic LCD TV TH-L19X10
PANASONIC LCD TV TH-L22X20
Panasonic LCD TV TH-L26X10
Panasonic LCD TV TH-L32C10
PANASONIC LCD TV TH-L32C20
PANASONIC LCD TV TH-L32U20
PANASONIC LCD TV TH-L32X20
Panasonic LCD TV TH-L37S10
PANASONIC LCD TV TH-L37U20
PANASONIC LCD TV TH-L37X2
Panasonic LCD TV TH-L42S10
PANASONIC LCD TV TH-L42U20
Panasonic LCD TV-TH-L32S10
Panasonic LCD TV-TH-L32X10
Panasonic LCD TV-TH-L37X10
PANASONIC LED LCD TV TH-L32D25
PANASONIC LED LCD TV TH-L42D25
Panasonic P-TV - TH-42PV8
Panasonic P-TV - TH-50PV80
PANASONIC PLASMA TV TH-P42A2
Panasonic Plasma Tv TH-P42V20
PANASONIC PLASMA TV TH-P42X20
PANASONIC PLASMA TV TH-P46U20
Panasonic Plasma TV TH-P46V20
Panasonic Plasma TV TH-P50S10

40,000.00
25,000.00
32,000.00
44,000.00
14,000.00
28,000.00
35,000.00
45,000.00
35,000.00
60,000.00
30,000.00
44,000.00
58,000.00
8,000.00
8,000.00
10,000.00
101.35
22,000.00
25,000.00
35,000.00
52,000.00
129,500.00
3,000.00
14,000.00
14,000.00
85,500.00
107,500.00
119,500.00
129,500.00
155,000.52
35,000.00
45,000.00
55,000.00
72,000.00
70,000.00
99,500.00
80,000.00
129,500.00
120,000.00
110,000.00
156,000.00
140,000.00
111,500.00
88,000.00
119,500.00
149,500.00
278,500.00
129,000.00
239,500.00
109,500.00
199,000.00
119,500.00
240,000.00
260,000.00
348,500.00

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Comparative Analysis of ACI Panasonic and Its Competitors

90
91
92
93
94
95
96

B109
B107
B065
B032
B030
B031
B029

97
98
99
100
101
102
103
104
105
106

B047
B048
B049
B244
B069
B245
B050
B051
B070
B071

PANASONIC PLASMA TV TH-P50U20

PANASONIC PLASMA TV TH-P50X20
PANASONIC PLASMA TV TH-P54Z1
Panasonic Plasma TV-TH-P42S10
Panasonic Plasma TV-TH-P42X10
Panasonic Plasma TV-TH-P50C10
Panasonic PlasmaTV-TH-P42C10

107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122

B042
B024
B079
B059
B023
B080
B022
B092
B093
B094
B095
B096

Refrigerator
Panasonic Refrig BT222SA/K/S
Panasonic Refrig BT262MA/K/S
Panasonic Refrig BU302S
Panasonic Refrig BU303L
Panasonic Refrig BU342
Panasonic Refrig BU343L
Panasonic Refrig BW414S
Panasonic Refrig BW464V
Panasonic Refrig BY551
Panasonic Refrig BY601
Video Camera
Panasonic V. Camera HDC-SD80
Panasonic V. Camera HDC-TM80
Panasonic V. Camera SDR-S71
Panasonic V. Camera SDR-H101
Panasonic V. Camera HDC-SD20
Panasonic V. Camera SDR-H80
Panasonic V. Camera SDR-H85
Panasonic V. Camera SDR-H90
Panasonic V. Camera SDR-S26
Panasonic V. Camera SDR-S50
Panasonic V. Camera VDR-D50
PANASONIC V.CAMERA HDC-SD60
PANASONIC V.CAMERA HDC-TM60
PANASONIC V.CAMERA HDC-TM700
PANASONIC V.CAMERA SDR-H95
PANASONIC V.CAMERA SDR-H96

123
124
125
126
127
128
129
130

B115
B240
B241
B083
B122
B084
B025
B036

PANA. BLU-RAY DISC PLY.DMP-BD45

Panasonic Alkalin C 2B-LR14T-2B
Panasonic Alkalin D 2B-LR20T-2B
PANASONIC ALKALINE AA2B
PANASONIC ALKALINE AA4B
PANASONIC ALKALINE AAA2B
Panasonic Blu Ray Disc Player DMP-BD30
Panasonic BLU-RAY Player DMP-BD60

280,000.00
224,000.00
666,000.00
220,000.00
144,500.00
258,500.00
135,000.00
38000.00
44000.00
45000.00
50000.00
50000.00
56000.00
70000.00
78000.00
113000.00
123500.00
57,500.00
64,500.00
32,500.00
46,500.00
67,000.00
48,000.00
45,000.00
56,000.00
40,000.00
35,000.00
25,000.00
55,000.00
65,000.00
94,500.00
50,000.00
50,001.00

BLU-RAY / Battery
25,000.00
250.00
270.00
85.00
155.00
85.00
46,000.00
46,000.00

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Comparative Analysis of ACI Panasonic and Its Competitors

Appendix- 3
Product Line of ACI Panasonic:
Digital AV:

System Camera

TV

VIERA Plasma TV
VIERA LED LCD TV

VIERA LCD TV
Digital Still Camera

Advanced Stylish
Creative
Stylish Casual
Super Zoom

TOUGH

DVD Player and Recorder

DVD Player

DVD Recorder

Portable Audio

Camcorder

3D Full HD
Full HD

SD

Blu-ray

Blu-ray Home Theater

Home Audio

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Comparative Analysis of ACI Panasonic and Its Competitors

CD Radio Cassette Recorder

IC and Cassette Recorder

Radio and Cassette Player

Home Theatre

Micro Hi-Fi

AV Accessories
Car Audio System

Mobile Audio

Mobile Entertainment

DVD -R Disc
HDMI Cable
Headphone

Portable Speaker and Microphone

Home Appliances:
Air Conditioner
Battery

Air Curtain
Cassette Type
Ceiling Type
Ducted (Hide-Away) Type
Mini Cassette Type
Multi Split Air Conditioner
Single Split Air Conditioner

Window Air Conditioner

Electric Fan

Ceiling Fan
Cycle Fan
Desk Fan
Living Fan

Alkaline Battery
Evolta Battery
Evolta Rechargeable Battery

Kitchen Appliances

Refrigerator
Microwave Oven
Rice Cooker
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Stand Fan

Wall Fan

Thermo Pot
Juicer and Blender
Induction Heating Cooktop
Pressure Cooker

Other Small Appliances

Laundry and House Cleaning

Electric Iron
Vacuum Cleaner

Washing Machine

Shower System

Health And Beauty:

Health Care:
Blood Pressure Meter

Personal And Beauty Care:

Beauty Care:
Epilator
Eyelash Curler
Face and Hair Ionizer
Facial Ionic Steamer
Facial Roller
Facial Trimmer
Ladies Shaver
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Comparative Analysis of ACI Panasonic and Its Competitors

Nail Polisher
Platinum Hot and Cold Steamer
Pore Cleanser

Hair Dryer And Styler:

Hair Dryers
Hair Styler
Ionity Hair Dryers

Mens Shaver And Trimmer:

Baby Hair Trimmer
Battery Operated Shavers
Rechargeable Shavers
Trimmer

Telephone:

Corded Phone Integrated Telephone Systems

DECT Phone

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Page 68 of 68