ACI Management Reporting System of ACI-Laser Division: An Analysis of its Efficiency06. Feb, 2013

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“ACI Management Reporting System of ACI-Laser Division:

An Analysis of its Efficiency”

Background

Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates

in Bangladesh, with a multinational heritage. 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’. On 24 June 1973, the factory re started its operations

under the name ICI Bangladesh Manufactures Limited. On the 5th of May 1992,

ICI plc divested 70% of its share to local management and hence the company,

ACI Limited came into existence.

Today ACI Limited is a leading corporate body in Bangladesh. It is a public

limited company with a total number of 15,550 shareholders. Among these, there

are six foreign as well as fourteen local institutional shareholders. This Company

also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its

first trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plc

divested 70% of its shareholding to local management.

Subsequently the company was registered in the name of Advanced Chemical

Industries Limited. Listing with Chittagong Stock Exchange was made on 22

October 1995.

The company has diversified into three major businesses.

Strategic Business Units

· Pharmaceuticals

· Consumer Brands & Commodity Products

· Agribusinesses:

o Crop Care Public Health

o Livestock & Fisheries

o Fertilizer

o Cropex

o Seed

ACI has the following subsidiaries-

· ACI Formulations Ltd.

· Apex Leather crafts Limited

· ACI Salt Limited

· ACI Pure Flour Limited

· ACI Foods Limited

· Premiaflex Plastics Limited

· Creative Communication Limited

· ACI Motors Limited

· ACI Logistics Limited

Joint Ventures

· ACI Godrej Agrovet Private Limited

· Tetley ACI (Bangladesh) Limited

· Asian Consumer Care (Pvt) Limited

In 1995, ACI became the first organization in Bangladesh to receive ISO 9001

Certificate for Quality Management System. It repeated its glory by becoming the

first company in Bangladesh to receive ISO 14001 Certificate for Environment

Management in 2000.

Organization Overview

Address of the Company:

Name: Advanced Chemical Industries (ACI)

Location:

Head Office: ACI Center, 245 Tejgaon Industrial Areas, Dhaka- 1208,

Bangladesh.

Phone: 9885694

Factory: ACI Ltd. Water works Road, Narayanganj-1400, Bangladesh.

Web site: www.aci-bd.com

Organogram- Business Management

Source: ACI Limited

Figure-1: Organogram of ACI Business Management

Organogram-Business Support Function

Source: ACI Limited

Figure-2: Organogram of ACI Business Support Function

Company Strategy

Company Mission

ACI’s mission is to improve 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 customer satisfaction.

Company Vision

· 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.

Company Values

· Quality

· Customer Focus

· Fairness

· Transparency

· Continuous Improvement

· Innovation

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.

Quality Policy

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 for its pharmaceutical operations.

The management of ACI commits itself to quality as the prime consideration in all

its business decisions. All employees of ACI must follow documented procedures

to ensure compliance with quality standards.

The pool of human resources of the company will be developed to their full

potential and harnessed through regular training and their participation in seeking

continuous improvement of work methods.

Environmental Policy

ACI is committed to maintain the harmonious balance of our eco-system and

therefore constantly seeks ways to manufacture and produce products in an eco-

friendly manner so that the balance of nature remains undisturbed and the

environment remains sustainable.

In pursuit of this goal, ACI will

· Comply fully with all local and national environmental regulations.

· Conserve natural resources like water and energy for sustainable development,

and adopt environmentally safe processes.

· Ensure appropriate treatment of all effluents prior to discharge, to prevent

pollution or degradation of environment.

· Ensure appropriate communication and cooperate with internal and external

interested parties on environmental issues.

· Create awareness on environmental issues among our employees and

suppliers.

· Adopt modern waste management technology.

2.4.7 Business Areas

At present ACI is one of the fastest growing companies in Bangladesh.

The company consists of three major divisions as follows:

· Pharmaceuticals

· Consumer Brands & Commodity Products

· Agribusinesses.

Pharmaceuticals Divisions

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 as 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.

People

Under the leadership of the experienced and dynamic business head, Chief

Operating Officer Mr. M Mohibuz Zaman, this highly skilled and motivated team

of professionals is dedicated in formulating effective strategies to meet the

challenges in the ever-changing market, developing new products tailored to

satisfy the customers current needs, exploring new opportunities in both home

and abroad, and working for consistent growth and increased market share for

ACI.

Location and area

The pharmaceutical manufacturing plant is located at Narayanganj, by the bank

of river Shitolokkhya. It encompasses a land area of 11.5 acres with 85,000

square feet covered area. 235 skilled persons are involved in the plant to

produce world class quality products.

Facilities

The plant is well designed and well equipped with all latest facilities and state-of-

the-art technologies. The responsible team of plant workers, supervisors, officers

and managers strictly follow CGMP recommended by WHO and In-process

Quality control methodology for production and meets all national regulatory

requirements.

Product Development

This creative team of professionals is engaged in developing new formulations

and dosage forms with competitive advantages and strong product

differentiation.

Production

This highly skilled team is dedicated in producing products with consistent quality

under dearly defined Standard Operating Procedures (SOP) in compliance with

the procedures and instructions of ISO 9001 quality system.

Quality Assurance

This dedicated team plays the vigilant role of controlling, ensuring and

maintaining the consistent quality of products for which ACI is so well recognized.

Scientific seminars

ACI frequently arranges seminars and symposia covering a wide range of

medical topics attended by members of health care community. The faculty of

these programs usually consists of both reputed medical experts and experts

from marketing team of ACI and its international principals.

Continuing medical education of physicians and surgeons

ACI regularly arranges CME programs of both physicians and surgeons al! over

the country. These programs cover medical problems frequently faced by the

practitioners, update their knowledge, and make them aware of the new

therapies and medical technologies.

Clinical meetings

ACI arranges clinical meetings, covering case related medical problem faced by

the physician in their daily practice. Every meeting is being supported by audio-

visual media.

Responding to doctors’ queries

It is the most regularly performed task of the marketing team of ACL The

company has developed a postage paid business reply card attached to every

literature in which the doctors usually send their queries. ACI tries to provide a

comprehensive answer to the queries of the physicians covering all the details.

Medical illustration and audiovisual aids

ACI is ready to assist in preparing presentation packages including computer

slides, transparencies and printed text whenever medical experts wish to share

their experiences and results of their research with the health care community.

Reprint services

ACI provides the doctors with reprints of selected publications on topics that can

assist the doctors in their professional practices.

Info Medicus

ACI publishes quarterly medical news letter for the physicians with current

medical information particularly emphasizing common diseases.

Domestic market

Being a developing country, the pharmaceutical market and at the same time, the

pharmaceutical industry of Bangladesh is growing. In this growing market, ACI

has been able to maintain its growth through its innovative marketing strategies.

In Bangladesh, ACI introduced the concept of quality management system by

being the first company to achieve ISO 9001 certification that reflects its

commitment to quality in every aspect of business.

ACI covers the health care community of whole Bangladesh based in both urban

and rural market, though its 18 strategically located depots.

International Market

To fuel the continuous growth of ACI, the company has started exploring

international markets. The quality of ACI products, strengthened by its ISO 9001

certification, has brought immediate success in Sri Lanka, Yemen, Myanmar and

Vietnam.

Consumer Brands

ACI Consumer Brands was initiated in 1995 with two major brands of the

company – “ACI Aerosol and Savlon”. ACI Aerosol, Savlon, Laser and Salt are

the four of most prestigious products which are enjoying the leadership position

in the market. In 2008 ACI Salt got the “Best Brand Award of 2008″ in the

category of Food and Beverage through a survey of Bangladesh Brand Forum

and Nielsen. There is also another brand called ACI-Atta, Moida and Suji which

has created huge brand awareness among people in Bangladesh. The division

started to take new businesses through offshore trading as well as local

manufacturing. In this process ACI Consumer Brands launched many new

products such as “Sparkle Tube Light” and also bonded with Joint Venture

business relationships with ‘Dabur India’ and Tetley UK’ and attained

international alliances with world renowned companies.

ACI Consumer Brands Strategic Business Unit is headed by the Executive

Director, Mr. Syed Alarngir. He 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, lead by Business Manager.

I. Home Care Products

ACI Limited is proud of the home care products of the Consumer Brands division.

These products are: ACI Aerosol and ACI Mosquito Coil.

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

Formulation Factory of ACI Aerosol is situated in Rajabari, Gazipur. This factory

was established with the technical collaboration of UNDP. 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 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.

II. 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.

III. Hygiene Products

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. Savion Liquid Antiseptic has four pack sizes. They are: 56 ml, 112

ml, 500 ml, and 1 liter.

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 country’s Hair Cutting salon as after shave antiseptic. It has

two pack sizes: 30 gm and 60 gm.

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 si/es: 70

gm and 100 gm.

For feminine hygiene- ACI launched Savlon Femmc- Sanitary Napkin last year. I

his 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.

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.

Agribusiness

· 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.

Global Compact Endorsement

The ACI group has consistently demonstrated its commitment towards its

employees and the environment over the years. It has been recognized as the

practitioner and promoter of socially responsible business behaviour.

To take this commitment even further, ACI has endorsed the Principles of Global

Compact on August 18, 2003. The Global Compact is a remarkable initiative

sponsored by the United Nations Secretary General Koffi Annan. It is based on a

very simple notion: whether or not required by law, corporations should enforce

basic human rights and accepted labour and environmental standards in all their

business activities, to counterbalance possible negative effects of globalization.

The compact calls on companies to embrace the ten universal principles in the

key areas of human rights, labour standards and the environment.

These ten principles are:

Human Rights

o To support and respect International Human Rights within the

company’s sphere of influence.

o To make sure that their own corporations are not complicit with

Human Rights Violation.Labour

o To end discrimination in the workplace.

o Abolition of child labour.

o The right to collective bargaining and recognition of freedom of

association.

o To eliminate the use of forced and compulsory labour.Environment

o To support a precautionary approach to environmental challenges.

o To undertake initiative to promote greater environmental responsibility.

o To encourage the diffusion of environmentally friendly technology.Anti-Corruption

o To work against all forms of corruption, including extortion and bribery.ACI pledges to keep all its employees, customers, shareholders and suppliers

regularly informed about the compact and the company’s initiatives to uphold the

principles

HR

ACI HR works with a vision for creating a work-environment to foster creativity,

innovation and productivity for achieving business excellence through dynamic

and dedicated people.

ACI believes that Human Resources are the most important asset of the

organization. It identifies the training needs and provide trainings accordingly to

develop the knowledge and skills of our human resources. Thought Leadership

and Team Building meetings are conducted on a regular basis. ACI provides an

enabling working environment to unleash the full potential of the employees and

a performance based career progression.

ACI has a value based culture where dignity of the individual is the highest

priority. ACI believes in empowerment and delegation. ACI organizes different

social events like Family Day, Cricket Tournament, and Badminton Tournament

etc with an objective to strengthen the bondage among the employees.

ACI practices modern HR Policies and procedures for Recruitment & Selection,

Manpower Planning and succession planning. ACI uses a combination of

qualitative aspects and Balanced Score Card for performance appraisal.

ACI has attractive policies regarding car loan, gratuity, provident fund and

hospitalization. ACI offers performance bonus, leave fare assistance, festival

bonus and workers profit participation fund during different times within a year.

ACI is a place to learn, grow and contribute for improving the quality of life of

people.

HR Practices

Here is a collaboration of Top Ten HR Practices that ACI Ltd follows always in order to achieve their organizational goals every yearSummary of practices

1. Safe, Healthy And Happy Workplace2. Opening Book Management Style3. Performance Linked Bonuses4. 360-Degree Performance Management Feedback System5. Fair Evaluation System For Employees6. Knowledge Sharing7. Highlighting Performers8. Open House Discussions And Feedback Mechanisms9. Rewarding Ceremonies10. Delighting Employees With The Unexpected

1. Safe, Healthy and Happy WorkplaceCreating a safe, healthy and happy workplace will ensure that their employees feel

homely and stay with your organization for a very long time. They capture their pulse

through employee surveys.

2. Open Book Management StyleSharing information about contracts, sales, new clients, management objectives,

company policies, employee personal data etc. ensures that the employees are as

enthusiastic about the business as the management.

Through this open book process they can gradually create a culture of participative

management and ignite the creative endeavor of your work force. It involves making

people an interested party to their strategic decisions, thus aligning them to their

business objectives. They are as open as they can. It helps in building trust & motivates

employees. Employee self service portal, Manager on-line etc. are the tools available

today to the management to practice this style.

3. Performance linked BonusesPaying out bonuses or having any kind of variable compensation plan can be both an

incentive and disillusionment, based on how it is administered and communicated.

Bonus must be designed in such a way that people understand that there is no payout

unless the company hits a certain level of profitability. Additional criteria could be the

team’s success and the individual’s performance. They never pay out bonus without

measuring performance, unless it is a statutory obligation.

4. 360 Degree Performance Management Feedback SystemThis system, which solicits feedback from seniors (including the boss), peers and

subordinates has been increasingly embraced as the best of all available methods for

collecting performance feedback. Gone are the days of working hard to impress only

one person, now the opinions of all matter, especially if they are in a leadership role (at

any level). Every person in the team is responsible for giving relevant, positive and

constructive feedback. Such systems also help in identifying leaders for higher level

positions in the organization. Senior managers could use this feedback for self

development.

5. Fair Evaluation System for EmployeesThey develop an evaluation system that clearly links individual performance to

corporate business goals and priorities. Each employee should have well defined

reporting relationships. Self rating as a part of evaluation process empowers

employees.

Evaluation becomes fairer if it is based on the records of periodic counseling &

achievements of the employee, tracked over the year. For higher objectivity, besides

the immediate boss, each employee should be screened by the next higher level (often

called a Reviewer). Cross – functional feedback, if obtained by the immediate boss

from another manager (for whom this employee’s work is also important), will add to

the fairness of the system. Relative ratings of all subordinates reporting to the same

manager is another tool for fairness of evaluation. Normalization of evaluation is yet

another dimension of improving fairness.

6. Knowledge SharingACI Ltd adopts a systematic approach to ensure that knowledge management supports

strategy. They store knowledge in databases to provide greater access to information

posted either by the company or the employees on the knowledge portals of the

company. When an employee returns after attending any competencies or skills

development program, sharing essential knowledge with others could be made

mandatory. Innovative ideas(implemented at the work place) are good to be posted on

these knowledge sharing platforms. However,what to store & how to maintain a

Knowledge base requires deep thinking to avoid clutter.

7. Highlighting performersACI Ltd creates profiles of top performers and make these visible though company

intranet, display boards etc. It will encourage others to put in their best, thereby

creating a competitive environment within the company. If a systems approach is

followed to shortlist high performers, surely disgruntlements can be avoided.

8. Open house discussions and feedback mechanismIdeas rule the world. Great organizations recognize, nurture and execute great ideas.

Employees are the biggest source of ideas. The only thing that can stop great ideas

flooding their organization is the lack of an appropriate mechanism to capture ideas.

Open house discussions,employee-management meets, suggestion boxes and ideas

capture tools such as critical incidents diaries are the building blocks that help their

managers to identify & develop talent.

9. Rewarding CeremoniesMerely recognizing talent does not work, they need to couple it with ceremonies where

recognition is broadcast. Looking at the Dollar Check is often less significant than

listening to the thunderous applause by colleagues in a public forum.

10. Delighting Employees with the UnexpectedThe last but not least way is to occasionally delight their employees with unexpected

things that may come in the form of a reward, a gift or a well-done certificate. Reward

not only the top performers but also a few others who are in need of motivation to

exhibit their potential.

Finance and Planning

ACI Finance and Planning function is the nerve centre of the conglomerate.

Being the

nature of the structure, ACI Finance and Planning plays the centralized role in all

kinds of financial and accounting services. Meaning it handles financial and

accounting matters of not only ACI Limited but also of all of its subsidiaries

supporting the mission and vision of the Group. The major areas of its activities

include:

o Corporate Finance

o Treasury

o Insurance and risk management

o Costing

o Credit Management

o Accounts payable management

o General accounting

o Taxation

o New business managementACI finance is pioneering in introducing and implementing state of the art

financial tools like electronic banking, integrated accounting systems, better

foreign exchange management through hedging, derivatives etc. To allow us to

excel in our performance ACI Finance has strong rapport with all the international

and major local banks, non-financial institution including leasing companies.

Driving force of Finance is its motto which is “to become most value adding

business partner”. To drive this vision, ACI Finance proactively helps business in

providing right and timely information, analysis, budgetary management and

participating in cross-functional team.

The Planning function not only compiles and coordinate the company plan of the

conglomerate but also instrumental in feeding the CEO and top team different

macro and micro economic situation of the country as well as world in large.

These in-depth analyses help the company to make correct and pragmatic

decision as a part of strategic initiative.

The new business development area is one of the most exciting areas in ACI.

Here ACI keeps a track on potential areas of growth being envisaged in the

country, these are followed by rigorous analysis and subsequently matching

these with ACI’s competence. This allows ACI’s growth engine to get enough fuel

to take its course forward.

MIS Department

MIS department of ACI ensures the overall IT related supports for the company.

This department manages a smooth operation of software’s, hardware trouble

shooting and business databases related to sales and inventory. The MIS

department consists of knowledgeable and skilled programmers and software

developers. MIS provides customized report and data analysis to the

management to facilitate effective decision making

Commercial Department

Commercial Department of ACI is one of the most vital functional departments of

the

ompany which deals with the supply chain activities of ACI. In order to keep all

the

businesses running flawlessly, the dedicated and hard working employees of this

department maintain a good liaison with the customers, both national and

international. The Commercial Department is consistently achieving the best

prices for the products that ACI purchases, ensuring enormous amount of cost

savings for the company. It offers invincible professionalism and expertise in the

entire commercial activities of ACI.

LASER Division

Background

On February, 2008, ACI limited launched new products called Laser Shaving

products. ACI is the sole agent and distributor of Laser products. These are

mainly the products of M/S Janway Worldwide.

Janway worldwide, which is situated in Dubai, is mainly a part of Malhotra

Shaving products. It is an Indian Multinational company which was formed in

1946. The founder was Mr. Harbans Lai Malhotra. The company produces mainly

male grooming items. Its combined turnover in India is INR 500 plus crore and

INR 800 plus crore turnovers worldwide. Its major initial brands were “Bharat,

Ashok, Panama and Topaz”.

Malhotra shaving products’ head office & factories are situated in India. Its

international offices are situated in London and Dubai.

It has worldwide operation in 107 countries including London, Dubai, Europe,

Middle East, USA, Canada, North America, Australia, and South Asia.

Laser is totally self – reliant in technology using advanced manufacturing

equipments. Continuous research and development has enabled the Brand to

earn sterling reputation in the World markets, while reigning supreme at home,

resulting in World Class Products.

It has got ISO 9001:2000 certification and several prestigious international

awards like the Monde selection (Brussels) Belgium and national export awards

from the engineering promotion council (EEPC), which reflects the superior

quality of Laser range of shaving products.

Laser products have enhanced the shaving experience for millions of men with

its category that includes flat blades, regular disposables, Rubberized long

handle razors blade systems and Disposables. The Laser Range is in keeping

with the latest trends in shaving and grooming products.

Planning of Laser

Laser shaving items are mainly distributed by ACI Limited, ACT imports laser

items from Dubai, In Bangladesh Laser has a National Sales Manager who are

the full in charge of distributing Laser in Bangladesh through TSI (Territory Sales

In charge) and SR (Sales Representatives). TSI are the in charge of a particular

district for selling Laser items and SR sell the product in a area basis, Under one

TSI more than four SR are working every day. A TSI get information about

market and other additional information from SR. He supplies information to ZSI

(Zonal Sales In-charge), In this way, Head of the department gets information

from field by ZSI.

Laser’s vision is to-

· Ensure Leadership in DE Blade by giving quality products to consumer which

has value for money.

· At the same time ensure leadership in growing categories like Disposable and

Twin, instead of focusing just on DE, because we do not wish to be the looser on

the day, when market turns to Twin System.

Laser plans to direct coverage of:

Year 1- 30000 outlets

Year 2- 60000 Outlets

Year 3- 90000 Outlets

Total Universe- 659000 Outlets

These outlets will be covered through two types of Salesman. Exclusive

Salesman under Importer Distributor for Markets, where the outlet base is 350 to

450 outlets in a town. Another one is, Pilot Salesman under Importer Indirect

Roles or Super Distributor Role, covering all the small markets. Laser targeted to

cover Exclusive town outlets on Fortnightly basis & Other Towns in Monthly

Basis.

Product Category

Laser product mainly includes Double Edge Blades and Razors, Disposables,

Twin Blades and Swivel, and personal care products like- Shaving foam, brush,

shaving cream etc.

Major brands of Laser are enumerated below-

(1) Laser Green

(2) Laser Ultra

(3) Laser Super Platinum

(4) Laser Sport 3

(5) Laser Sport 2

(6) Laser Control 3

(7) Laser Control 3 D/C-2

(8) Laser Control 3 D/C-4

(9) Laser Tech 3

(10)Laser Tech 3 D/C-2

(11)Laser Ultra Click Razor

(12)Laser P.S. Click Razor

(13)Lasers P.S. 3-Pcs. Razor

(14)Laser Sport Shave Foam

(15) Laser Shaving Brush

To keep with the latest trends in shaving and grooming products it also includes-

Anti-perspirants, deodorants, after shave skin conditioners, shave gel, after

shave splashes and bath gel.

Supply Chain

ACI limited opens LC in the name of itself. After getting orders as per demands

for laser products in Bangladesh, products are shipped from India. When

products are reached at Chittagong port, laser products are distributed to Bogra,

Sauidpur, Barishal, Jessore, Dhaka, Camilla, Sylhet, and Chittagong through

Super distributors. From these eight depots, Sub distributors bring these

products to wholesalers or retailers. Finally they reach the products to the hands

of consumers.

Source: ACI-LASER Division

Figure-3: Supply Chain; ACI-Laser Division

3.5 About team members and Organogram of Laser Division

Total team members of ACI- Laser division is 103, which includes 2 Zonal sales

In-charges (ZSI), 16 Territory Sales In-charges (TSI) and 83 members are Sales

Representatives (SR), Laser Division’s Head of Sales and Trade Marketing is Mr.

Abu Sufian.

Source: ACI- Laser Division

Figure-4: Organogram of ACI-Laser Division

Total 83 Sales representatives (SRs) report daily about sales through SMS, daily

sales report from to their immediate supervisor, Territory Sales In-charge (TSI).

TSIs then report weekly and monthly though Town Market Report from to Zonal

Sales In-charge (ZSIs). ZSIs report directly to Head of Sales and Trade

Marketing. By the report he gets from ZSIs, Head of Sales can monitor and

coordinate sales all over the country.

Positional Responsibilities and Functions

Marketing Manager

· All promotional and selling activities to facilitate sales.

· Total distribution management of products.

· Evaluation of the product potentiality and feasibility.

· Administrative function of marketing.

Head of Sales and Trade Marketing

The prime duty of the Head of sales and Trade is to deliver the goods to the

doorstep of the wholesalers and retailers. He is also accountable to the

Executive Director for his overall activities.

His functions are-

· Coordinate sales all over the country.

· Monitors and directly coordinate the activities of ZSMs.

Zonal Sales In-charge (ZSI)

There are two Zonal Sales In-charges at present in ACI-Laser Division who

directly report to the Head of Sales and Trade Marketing.

· Looks after distribution / finished stock distribution of district offices.

· Transfer finished stock to district offices.

· Monitors and directly coordinate the activities of TSIs,

Area Sales Manager (ASM) or Territory Sales In charge (TSI)

16 TSIs are working at present in ACI-Laser Division who directly report to ZSIs.

· Looks after the situation and handle problems of own territory, which is selected

by the upper level management.

· Monitors and directly coordinate the activities of SRs.

· Find out new avenues for product marketing.

· Assist the ZSI to achieve the target sales.

· Evaluate sales performance, sales growth and sales potentiality of all depots.

Distribution offices are also accountable to the Sales Managers and Marketing

Managers respectively. The Sales Offices and sales representatives with the

following information have to submit reports to the Sales Manager from time to

time.

· Which of the Laser products are moving slowly?

· What are reasons for slow movement?

· Competitor’s activities etc.

Sales Representative (SR)

Responsibilities of Sales Representative are-

· Regularly visiting the market and do the market audit.

· Ensure product visibility in the retail stores.

· Making and maintaining good relation with the retailers.

· Furnish daily requisition for the products to the Distributor manager.

· Ensure products and POS materials are full into the tri van as per order

quantity.

· Fill up daily planning and tracking sheet.

· Follow seven step sales call.

· Complete Daily Sales Report.

· Fill up daily Tracking calendar.

Major Sales Activities

Major sales activities of Sales Representatives are-

³ Do sales call to all outlets serially, according to the prepared outlet list of an

area.

³ Scheduled base market visit.

³ Minimum 60 outlets will be visited by a SR per day.

³ At least 70% sales call must have to be effective.

³ Rapport building with the Customers.

³ Discover new Outlet or Area.

Distributors Management

Distributors mainly try to cover-

³ Target setting and monitoring.

³ Training on sales record maintaining.

³ Delivery personal training.

³ Periodic reporting.

³ Stock tracking.

³ Visits / Physical checks.

³ Ensuring sufficient stock coverage.

³ Complaint handling.

Marketing Strategy

TARGET MARKET & CONSUMER PROFILE

Demographic profile:

Age : 18-55 years.

Sex : Male.

Family Life Cycle : Unmarried & Married.

Income : Tk. 5000-Tk. 15,000 per month (For earners)

Occupation : Students, Employed persons.

Education : University level and above.

Psychographic Profile:

Social : Middle, Upper-Middle, Lower-Upper, Upper.

Life Style : Health and hygiene conscious, goes to retail outlets.

Psychographic Profile:

Occasions : Regular.

Benefits : Improved hygiene, protection, feeling of safety

User Status : Potential, Regular.

Usage Rates : Medium, Heavy.

Readiness Stage : Aware, Informed, and Interested.

Attitude towards product : Positive, sometimes indifferent.

Pricing Strategy

SKUPrice for Retailer

Price for Distributor

Price for Consumer

Name of Product TAKA TAKA TAKAUltra H/S 5 4.80 6Green 5+1 9.15 8.80 10Super Platinum 25.5 23.70 30Con2’s 40 37.09 45Con4’s 72 67.14 85tach3 2’s 152 142.18 180Sport3 23.5 21.80 28Sport2 11.5 10.62 14Ultra Click razor 26.55 24.73 30Super Click razor 57.5 53.5 60Super Pack3 Razor 112 104.43 130Con R+2 56 53 65Tach3 Razor 182.5 173.5 130Shave Brush 53 50 65Foam 141.5 133.5 160Promotional Activities

Laser is a new brand in Bangladesh. It has started advertising in electronic media

recently. ACI-Laser division signed a contract with Unilever Bangladesh. Unilever

offers their new Fair and Lovely mini pack with one laser shaving razor for free.

Unilever also offered free Double Edge Laser Razors with Menz Active which

was distributed to 3 Lac outlets all over Bangladesh. It Also singed a contract

with Kohinoor Chemicals for offering Laser green Supreme for free with Genstar

Shaving Cream.

Major Competitors

Major players of Bangladesh Blade Market are-

· Sharp Blade-42%

· Vidyut-17%

· Gillette-13%

Analysis & Interpretation

Analysis and Interpretation of ACI-Laser division’s current reporting system

Head of any organization is always under constant pressure to provide more and

better services with shrinking budgets and higher scrutiny. Employees want more

individualized assistance, 24/7 access to information for the completion of their

works.

As Laser division of ACI limited is mainly working for the sales and distribution of

Laser shaving items all over Bangladesh, Head of Sales and Trade Marketing

and other concerned employees must constantly monitor the current position of

the competitors and performance of Laser products.

They also set a target and find whether there is a gap between actual sales and

target. If they find any gap, they search for the reason of that problem and solve

it. This whole process is dependent on efficient management reporting system of

employees. An efficient system would require fewer inputs, produces more

outputs compared to similar processes, to achieve the objective of the process.

Existing reporting system of ACI-Laser division

ACI limited is a well organized corporate house. 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. It is 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.

Although the company’s distribution system is highly advanced with

multidimensional capabilities, its reporting system is not that advanced.

How the information flows from field to ACI-Laser division can be understood by

the following organogram-

Current Work Flow

This organogram is followed through out the sales process. Where day to day

sales report is supervised by the intermediate key player. The whole reporting

process is done by the following way-

Activities of Sales Representatives (SRs)

§ SRs regularly visit markets.

§ Fill up daily planning and tracking sheet.

§ Complete daily sales reports and do other activities.

§ Then they report directly through SMS, daily sales reports of the market,

customers’ demand etc. to their immediate boss, Territory Sales In-charge (TSI).

Activities of Territory Sales In-charge (TSIs)

§ A TSI compiles all the information he gets from SRs and Distributors.

§ From SRs reports, he can find out new avenues for product marketing.

§ He also can monitor and directly coordinate the activities of SRs.

§ From their report he can understand which Laser products are moving slowly in

which area, and can find the reasons behind it, then can direct the SRs in such a

way so that they can meet the target.

§ He also evaluates sales performance, sales growth and sales potentiality of all

depots.

§ After that, all the TSIs under a Zonal Sales In-charge (ZSI) report to him. They

mainly submit town market report.

Activities of Head of Sales and Trade Marketing

· From the reports of ZSIs, Head of Sales can coordinate sales all over the

country and monitor directly the activities of them.

Finally, Director of Consumer Brands closely monitors all the activities of Laser

division.

Current Reporting System at a glance-

Paper based work still remains in this sales process.

• Sales Representatives fill up the daily sales report form of products and send

those to

Territory Sales In-charges.

• SRs report daily, weekly and monthly about market, closing stocks, required

order

quantity etc.

• Daily report is mainly done through SMS, weekly and monthly reports are

through

submitting weekly Town Market report and monthly sales report form. Information

flow

from field to head office works in these manner and as each employee is

dependant on

other to get and compile all the information, it takes few weeks to reach the

information

from SRs to the head office.

Activities of Zonal Sales In-charges (ZSIs)

o ZSIs know about sales performance, sales growth of all depots; new

avenues for product marketing etc. by TSIs. They get assistance from

TSIs to meet the sales target. From all of this information, he can

easily look after the stock of goods and can transfer goods to district

offices when stock finishes.

o He can directly coordinate and monitor the activities of TSIs,

command and coordinate them to look after the situation carefully and

handle problems of their own territory.

o A ZSI then complies the information that he had and submits to the

Chief. He reports about total stock, closing stock, secondary sales etc.Activities of Head of Sales and Trade Marketing

· From the reports of ZSIs, Head of Sales can coordinate sales all over the

country and monitor directly the activities of them.

Finally, Director of Consumer Brands closely monitors all the activities of Laser

division.

Current Reporting System at a glance-

· Paper based work still remains in this sales process.

· Sales Representatives fill up the daily sales report form of products and send

those to Territory Sales In-charges.

· SRs report daily, weekly and monthly about market, closing stocks, required

order quantity etc.

· Daily report is mainly done through SMS, weekly and monthly reports are

through submitting weekly Town Market report and monthly sales report form.

Information flow from field to head office works in these manner and as each

employee is dependant on other to get and compile all the information, it takes

few weeks to reach the information from SRs to the head office.

Problems identified with the current system

The current reporting system of ACI-Laser division is obviously good, but it must

follow better than the existing reporting system in order to win in the race. In the

existing system, total 83 Sales representatives (SR) report directly to their

territory Sales In-charges (TSI). Then all the 16 TSIs report to their immediate

boss, Zonal Sales In-chares (ZSI). Then they report to the Head office. This may

cause major loop back in the sales process. Head of Sales cannot directly

monitor and communicate with TSIs and SRs. He has to wait for ZSIs to get

information from field. Similarly, a ZST cannot directly monitor the work of SRs.

Head of Sales cannot measure directly the performance in the market and

cannot understand the customers’ demand. He has to wait for the information to

reach to the head office. This is a time consuming and nonintegrated process.

Moreover, existing reporting system contains paper based templates. SRs send

SMS on daily basis to supply information from field to head office about market

and daiiy sales. TSIs submit Weekly Sales Report and Monthly Town Market

Report to their immediate supervisor.

Paper based reporting system is not efficient because it has some limitations,

and they are enumerated below-

· This system involves more time.

· This system requires more human resource.

· Involves more human error.

· Data maybe unsecured.

· Extensive use of papers which is not compatible with the climate issues.

The current reporting system is not sufficient to reach the peak of the market.

This system should be modified in such a way so that Laser division can get

actionable sales information faster to gauge performance and take course

correction, which may lead to compete with the market leader.

Suggestions for solution

Here a solution called ”Sales and Distribution Management System” – an

automated tool for efficient reporting is given for ACI-Laser division. This

reporting tool may be the effective sales weapon for LASER division.

This is a user-friendly system that can be modified rapidly to accommodate the

constant changes which is needed. It would provide faster services and reduce

support costs. This tool will automate almost all the information to provide real

time information. It would accurately measure and evaluate the performance of

Laser division. By using this tool, Head of sales not only can monitor and

communicate directly with Zonal Sales In-charges but also with Sales

Representatives and Territory Sales In-charges. Daily sales

Report can be easily uploaded and updated so that the chief of the department

can easily check out the information he requires whenever needed.

The above diagram is a demo of effective sales reporting system. This tool can

be created with the help of IT consultants. Each of the employees must have a

user ID and password so that they can log in to use this application. As initially it

will not be possible to provide PC for employees in rural areas, Territory Sales In-

charges have to use cyber cafe in order to access to this application through

internet.

Key features used by Head of Sales

When the head of sales wants to know the current scenario of Central Zone

Dhaka, for example, for specified data, he should click the “District name” button

and select Dhaka. After that, he must select the zonal head by clicking the “Zonal

Head” button. Then it is required to select a territory head from the list of names

of territory sales in-charges under the zonal head by the above way. When the

chief clicks “Sales Representative” button, all the names of sales representatives

under the selected territory sales in-charge would be visible. In this way, he can

monitor the activities of SRs.

Now, the chief should select the type of the report (Daily/weekly/monthly) that he

wants by clicking the button “Report Type”. Name of the product can also be

selected by “Product name” icon. After selecting all the required things, he can

now get the results he wants. He can oversee the target and consumption report

of the product that he selected (figure-10). From this information, he can

understand which of the products are moving slowly particularly in which zone of

the country, when it is required to order products, in what quantity etc. If he finds

any gap between target and actual sales he may also query to SRs, can find

reasons behind sales fall and take course of action to prevent it. He can also

send feedback to them if he thinks necessary.

The above figure (figure-11) reflects monthly sales report of Razors, ACI Store,

Uttara. Head of sales can easily find out a specific month’s (e.g. November)

Sales report of a specific product (Razors) of an outlet (e.g, ACI Store, Uttara)

that he selected. He can also get who is covering which area and outlets. With

the help of this module head of sales can measure the performance of Sales

representatives (this information is mapped in backhand this tool).

Key features used by Territory Sales In-charges and Zonal Heads

Territory Sales In-charges would get required information about sales from Sales

representatives through SMS from time to time. From this information, they can

upload and update regularly about sales with the help of this tool. They can

access through internet and upload sales data by clicking on Sales data updater.

There they would get a data field for every products of Laser Brand. According to

the consumption of market, TSIs update sales reports. While they update the

actual safes, this would automatically correlate with monthly target, opening

stock and closing stock. If any particular product runs out of stock, an automatic

notification is generated to ZSI. If there is any sales query to TSI, that would be

reflected at the welcome window of that TSI. (Figure-12)

By the above way, zonal heads can also update sales and requirement data by

using sales and requirement data updater.

SWOT Analysis of the suggested system

Strengths:

Easy availability of information: As company’s distribution centers are highly

streamlined, computerized and automated with an advanced distribution system

through its skilled and trained manpower, it becomes very easy for the head of

the sales to get any information regarding products, prices, customer demands

and competitors. Thus the easy availability of information helps the head of the

sales to make correct decision in quick time.

Saving of time: Rapid flow of information from the field level through an advanced

and

Automated procedure saves a lot of time allowing the head of the sales to

monitor and coordinate the sales all over the country in a proper way.

Easy operation: Since all the information and data bases are maintained in a

computerized way using different software, and reports be sent by SMS, it

becomes very easy to entry, preserve and collect any information at any time.

Easy identification of order quantity: Because of the availability of data and

information, the head of the sales can identify the required order quantity very

easily ensuring smooth market operation.

Direct communication: The head of the sales can directly communicate with and

control TSIs and ZSIs and as a result their activities can be monitored by the

head more sophisticatedly.

Less manpower: The tool involves less manpower as most of the reporting tasks

and data bases are maintained in an automated and computerized system

reducing the chance of error.

Weaknesses:

High initial capital investment: A massive initial capital investment is required to

adopt an automated reporting system which ACI Ltd acquired with the failure to

minimize costs

Tough operation procedure: Operating this automated tool is very difficult for less

skilled staffs of ACI Ltd raising costs and making it mandatory to train up the

employees in regard with this operation.

Opportunity

Alterability of the tool: Whenever required, the tool can be changed and better

software installed. Various options are there to make it advanced and futuristic.

Threats

Vulnerability of the networks: Networks may be collapsed for various reasons

including mechanical problem and bad weather.

Excessive dependency on networks: As most of the activities regarding reporting

are not done manually, there is severe dependency on networks.

Recommendation

To survive in the competitive market and earn a potential market share of Laser

products, here are some of the recommendations for betterment of their

products.

· LASER division must get rid of older data entry system, which is, paper based

system because it takes much time to flow the information from field to head

office. This system also requires more man power, and more man power leads to

more human error.

· Although initial capital investment would be high, still this division should adopt

automated system for issuing data of sales as recommended above.

· Employees have to be trained up to learn how to access to the internet and log

on to this application, how to insert data, how to run the application in order to

make this system effective.

· This tool must have to be maintained properly.

· By using such tool, TSIs can punch day to day sales data so that their

immediate head and so on, can easily oversee market data. In this way, they can

save time and hassle that they faced before.

· It will be easy for the chief to monitor and coordinate sales all over the country.

Difference between actual and target of sales would be automatically analyzed,

which will help him to measure the gap and take corrective actions. Finally Laser

products can compete with its competitors in the market.

· Sales Representative dealing with laser products must be trained more so that

they can make report.

· Monitoring system must be stronger than the prevailing one.

· Inter departments relationship within the organization should be developed with

a view to ensuring proper flow of information.

· Entire reporting system from top management to lower level must be

modernized by adopting internet.

· All kinds of conflicts between the employees must be eradicated for the purpose

of making a congenial atmosphere for work.

· Employees must be motivated to work with utmost sincerity and honesty.

Increment in their salary can be effective here.

Conclusion

Advanced Chemical Industries (ACI) Limited is one of the leading local

companies with multinational image. It provides varieties of products to its

customers by managing three business units: Health Care Division, Consumer

Brands and Agribusiness Division. Laser products’ sole agent and distributor is

ACI Limited, Though, Laser shaving products are new in Bangladesh but they

have huge experience in marketing and developing as it is successfully operating

in 107 countries throughout the world. Still, it needs help to survive and compete

with other players in the market. As ACI’s mission is to achieve business

excellence through quality by understanding, accepting, meeting and exceeding

customer expectations; so the reputation of this company will help Laser

products to increase its sales.

Although ACI-Laser division is performing well, still it must maintain some

strategy to compete and become top in the shaving product market. And gaining

highest market share would be easy for Laser if the recommendations are

fulfilled.

Bibliography

· ACI Limited. 12 Nov, 2010. ACI Limited. 10 Nov. 2010. http://www.aci-bd.com

· Griffin, W. Ricky. Management. Boston: Houghton Mifflin, 2008.

· MaiTplrj_ShawT3-EEQdjJCts. 2 Oct. 2009. Malhotra Shaving Products. 5 Nov.

2010

< http ://www. malhotra. com >

· Weihrich, Heinz, Harold Koontz. Management: A global perspective. New York:

McGraw-Hill, Inc, 2005.

· ACI Annual report 2008

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