ACI Management Reporting System of ACI-LaserDivision: An Analysis of its Efficiency06. Feb, 2013view with images and charts“ACI Management Reporting System of ACI-Laser Division:An Analysis of its Efficiency”BackgroundAdvanced Chemical Industries (ACI) Limited is one of the leading conglomeratesin Bangladesh, with a multinational heritage. It was established as a subsidiary ofImperial chemical Industries (ICI) plc, U.K in 1968, at that time it was one of theoldest industrial units in our country. After the liberation war, the enterprise wasdeclared „abandoned‟. On 24 June 1973, the factory re started its operationsunder the name ICI Bangladesh Manufactures Limited. On the 5thof 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 publiclimited company with a total number of 15,550 shareholders. Among these, thereare six foreign as well as fourteen local institutional shareholders. This Companyalso obtained listing with Dhaka Stock Exchange on 28 December, 1976 and itsfirst trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plcdivested 70% of its shareholding to local management.Subsequently the company was registered in the name of Advanced ChemicalIndustries Limited. Listing with Chittagong Stock Exchange was made on 22October 1995.The company has diversified into three major businesses.Strategic Business Units· Pharmaceuticals
· Consumer Brands & Commodity Products· Agribusinesses:o Crop Care Public Healtho Livestock & Fisherieso Fertilizero Cropexo SeedACI 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 LimitedJoint Ventures· ACI Godrej Agrovet Private Limited· Tetley ACI (Bangladesh) Limited· Asian Consumer Care (Pvt) LimitedIn 1995, ACI became the first organization in Bangladesh to receive ISO 9001Certificate for Quality Management System. It repeated its glory by becoming thefirst company in Bangladesh to receive ISO 14001 Certificate for EnvironmentManagement in 2000.Organization OverviewAddress of the Company:Name: Advanced Chemical Industries (ACI)Location:Head Office: ACI Center, 245 Tejgaon Industrial Areas, Dhaka- 1208,Bangladesh.Phone: 9885694Factory: ACI Ltd. Water works Road, Narayanganj-1400, Bangladesh.Web site: www.aci-bd.comOrganogram- Business Management
Source: ACI LimitedFigure-1: Organogram of ACI Business ManagementOrganogram-Business Support FunctionSource: ACI LimitedFigure-2: Organogram of ACI Business Support FunctionCompany StrategyCompany MissionACI‟s mission is to improve the quality of life of people through responsibleapplication of knowledge, skills and technology. ACI is committed to the pursuitof excellence through world-class products, Innovative processes andempowered 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 andefficient use of resources, adoption of appropriate technology and alignment withour core competencies.· Develop its employees by encouraging empowerment and rewardinginnovation.· Promote an environment for learning and personal growth of its employees.
· Provide products and services of high and consistent quality, ensuring value formoney to its customers.· Encourage and assist in the qualitative improvement of the services of itssuppliers and distributors.· Establish harmonious relationship with the community and promote greaterenvironmental responsibility within its sphere of influence.Company Values· Quality· Customer Focus· Fairness· Transparency· Continuous Improvement· InnovationDistribution NetworkThe company maintains strategically located sales centers in nineteen differentlocations across the country. It has developed an advanced distribution systemthrough its skilled and trained manpower and a large fleet over eighty vehicles.The distribution system is fully equipped for handling continuing volume ofdiverse range of products from the various businesses.
The company‟s distribution centers are highly streamlined, computerized andautomated. We are capable of maintaining a cold chain for some specializedrange of products such as vaccines and insulin. The combination of thisadvanced function and multidimensional capabilities made it possible to handlehundreds of products efficiently.Quality PolicyACI‟s mission is to achieve business excellence through quality byunderstanding, accepting, meeting and exceeding customer expectations.ACI follows International Standards on Quality Management System to ensureconsistent quality of products and services to achieve customer satisfaction. ACIalsomeets all national regulatory requirements relating to its current businesses andensures that current Good Manufacturing Practices (cGMP) as recommended byWorld Health Organization is followed for its pharmaceutical operations.The management of ACI commits itself to quality as the prime consideration in allits business decisions. All employees of ACI must follow documented proceduresto ensure compliance with quality standards.The pool of human resources of the company will be developed to their fullpotential and harnessed through regular training and their participation in seekingcontinuous improvement of work methods.Environmental PolicyACI is committed to maintain the harmonious balance of our eco-system andtherefore constantly seeks ways to manufacture and produce products in an eco-
friendly manner so that the balance of nature remains undisturbed and theenvironment 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 preventpollution or degradation of environment.· Ensure appropriate communication and cooperate with internal and externalinterested parties on environmental issues.· Create awareness on environmental issues among our employees andsuppliers.· Adopt modern waste management technology.2.4.7 Business AreasAt 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 DivisionsIn 1973, the UK based multinational pharmaceutical company, ICI plc,established a subsidiary in Dhaka, known as ICI Bangladesh ManufacturersLimited. In 1992, ICI plc divested its share to local management, and thecompany was renamed as Advanced Chemical Industries (ACI) Limited.ACI formulates and markets a comprehensive range of more than 387 productscovering all major therapeutic areas, which come in tablet, capsule, powder,liquid, cream, ointment, gel, ophthalmic and injection forms. ACI also marketsworld-renowned branded pharmaceutical products like Arimidex, Casodex,Zoladex, Atarax etc. from world-class multinational companies likeASTRAZENECA, UK and UCB, BELGIUM in Bangladesh.ACI is actively engaged in introducing newer molecules and Novel Drug DeliverySystems (NDDS) to meet the needs of the future.ACI introduced the concept of quality management system by being the firstcompany in Bangladesh to achieve ISO 9001 certification in 1995 and follows thepolicy of continuous improvement in all its operations.Aligned with the concept that a pharmaceutical must ensure effectivemanagement of environment, ACI complies with standard environmentmanagement policy, thus adorned with EMS 14001 in 2000.ACI maintains a congenial and supportive relationship with the healthcarecommunity of Bangladesh, with the belief that business excellence can only beachieved through pursuit of quality by understanding, accepting, meeting andexceeding customer expectations.
The management of ACI, a competent team of professionals, thus operates witha progressive attitude to provide effective solutions to satisfy the customers‟needs, through its products and services of uncompromising quality.PeopleUnder the leadership of the experienced and dynamic business head, ChiefOperating Officer Mr. M Mohibuz Zaman, this highly skilled and motivated teamof professionals is dedicated in formulating effective strategies to meet thechallenges in the ever-changing market, developing new products tailored tosatisfy the customers current needs, exploring new opportunities in both homeand abroad, and working for consistent growth and increased market share forACI.Location and areaThe pharmaceutical manufacturing plant is located at Narayanganj, by the bankof river Shitolokkhya. It encompasses a land area of 11.5 acres with 85,000square feet covered area. 235 skilled persons are involved in the plant toproduce world class quality products.FacilitiesThe plant is well designed and well equipped with all latest facilities and state-of-the-art technologies. The responsible team of plant workers, supervisors, officersand managers strictly follow CGMP recommended by WHO and In-processQuality control methodology for production and meets all national regulatoryrequirements.Product Development
This creative team of professionals is engaged in developing new formulationsand dosage forms with competitive advantages and strong productdifferentiation.ProductionThis highly skilled team is dedicated in producing products with consistent qualityunder dearly defined Standard Operating Procedures (SOP) in compliance withthe procedures and instructions of ISO 9001 quality system.Quality AssuranceThis dedicated team plays the vigilant role of controlling, ensuring andmaintaining the consistent quality of products for which ACI is so well recognized.Scientific seminarsACI frequently arranges seminars and symposia covering a wide range ofmedical topics attended by members of health care community. The faculty ofthese programs usually consists of both reputed medical experts and expertsfrom marketing team of ACI and its international principals.Continuing medical education of physicians and surgeonsACI regularly arranges CME programs of both physicians and surgeons al! overthe country. These programs cover medical problems frequently faced by thepractitioners, update their knowledge, and make them aware of the newtherapies and medical technologies.Clinical meetings
ACI arranges clinical meetings, covering case related medical problem faced bythe physician in their daily practice. Every meeting is being supported by audio-visual media.Responding to doctors‟ queriesIt is the most regularly performed task of the marketing team of ACL Thecompany has developed a postage paid business reply card attached to everyliterature in which the doctors usually send their queries. ACI tries to provide acomprehensive answer to the queries of the physicians covering all the details.Medical illustration and audiovisual aidsACI is ready to assist in preparing presentation packages including computerslides, transparencies and printed text whenever medical experts wish to sharetheir experiences and results of their research with the health care community.Reprint servicesACI provides the doctors with reprints of selected publications on topics that canassist the doctors in their professional practices.Info MedicusACI publishes quarterly medical news letter for the physicians with currentmedical information particularly emphasizing common diseases.Domestic marketBeing a developing country, the pharmaceutical market and at the same time, thepharmaceutical industry of Bangladesh is growing. In this growing market, ACIhas been able to maintain its growth through its innovative marketing strategies.
In Bangladesh, ACI introduced the concept of quality management system bybeing the first company to achieve ISO 9001 certification that reflects itscommitment to quality in every aspect of business.ACI covers the health care community of whole Bangladesh based in both urbanand rural market, though its 18 strategically located depots.International MarketTo fuel the continuous growth of ACI, the company has started exploringinternational markets. The quality of ACI products, strengthened by its ISO 9001certification, has brought immediate success in Sri Lanka, Yemen, Myanmar andVietnam.Consumer BrandsACI Consumer Brands was initiated in 1995 with two major brands of thecompany – “ACI Aerosol and Savlon”. ACI Aerosol, Savlon, Laser and Salt arethe four of most prestigious products which are enjoying the leadership positionin the market. In 2008 ACI Salt got the “Best Brand Award of 2008″ in thecategory of Food and Beverage through a survey of Bangladesh Brand Forumand Nielsen. There is also another brand called ACI-Atta, Moida and Suji whichhas created huge brand awareness among people in Bangladesh. The divisionstarted to take new businesses through offshore trading as well as localmanufacturing. In this process ACI Consumer Brands launched many newproducts such as “Sparkle Tube Light” and also bonded with Joint Venturebusiness relationships with „Dabur India‟ and Tetley UK‟ and attainedinternational alliances with world renowned companies.ACI Consumer Brands Strategic Business Unit is headed by the ExecutiveDirector, Mr. Syed Alarngir. He is regarded as an authoritarian personality in thearea of Sales and Marketing in Bangladesh market. His track record has manysuccessful brands which reached leadership position in different categories in
FMCG market. He is supported by competent group of professionals working inthe Marketing and Sales operations, lead by Business Manager.I. Home Care ProductsACI 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 beenenjoying the market leadership position since its marketing in 1967. ACI Aerosolis produced through a unique process of production and quality checking. TheFormulation Factory of ACI Aerosol is situated in Rajabari, Gazipur. This factorywas established with the technical collaboration of UNDP. The product is one ofits kinds with unique fragrance and mosquito killing ability. It is fully free from anyenvironmentally perilous material like CFC. ACI Aerosol has four different packsizes. They are: 250 ml, 350ml, 475 ml and 800 ml.ACI Mosquito Coil is another product of the Home Care category products of ACIConsumer Brands. It is also produced in ACI Formulations. ACI Mosquito Coilalso 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 absoluteleader in the market place.II. Air Care ProductsACI has another very attractive product in this Air Care category with AngelicFresh Air Freshener. This is the first ever locally manufactured Air Freshener ofthis country whose fragrances has been seriously applauded by the users andhas become market leader in two years time. Angelic Air Freshener has twovariants based on two serene fragrances. They are: Citrus Burst and OrchidBreeze.
III. Hygiene ProductsACI has another very strong range of products in its Hygiene Product category.Savlon is almostan essential product in every home of this country. Savlon Liquid Antiseptic is thehighest selling antiseptics. It is used in minor burn, cut and abrasion. Savlon hasunique proportionto heal and sooth wound and protect from infection. It washes the wound, healsand protects instantly from getting infection. It has more than 75% market shareof its category. Savion Liquid Antiseptic has four pack sizes. They are: 56 ml, 112ml, 500 ml, and 1 liter.Savlon Antiseptic Cream is another range of products in Hygiene Productcategory. The product is basically another disinfectant for using only on skinsurfaces. It also cleans the wound, soothes and heals the pain. It has a specialeffect on skin-cut or wounds because it can stay for longer time on the impactarea than Savlon liquid antiseptic. Savlon Antiseptic Cream is routinely used inalmost 90% of the country‟s Hair Cutting salon as after shave antiseptic. It hastwo pack sizes: 30 gm and 60 gm.Savlon liquid Soap is a powerful hand wash which not only kills bacteria but alsomoisturizes 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 bathtime pleasure and protection from bacteria and also a stress less shower, ACIConsumer Brands has Savlon Family Protection Soap in two different si/es: 70gm and 100 gm.
For feminine hygiene- ACI launched Savlon Femmc- Sanitary Napkin last year. Ihis product is very good in quality as it has „Super Absorbent Polymer‟ to keep itsuser 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 cleaningin the brand name of Vanish Toilet Cleaner. The product kills bacteria in thetoilet, fragrances the surroundings and keeps the toilet sparkling.Agribusiness· ACI Agribusiness is the largest integrator in Agriculture and Livestock andFisheries. These businesses have subunits like Crop Protection, Seed, Fertilizer,Agrimachineries, and Animal Health. These businesses have glorified presencein 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 Healthsupplies 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 anyproduct, it is elaborately tested in the laboratory and farmers field.· ACI Agribusiness has a large, knowledgeable and highly skilled Field Forceprovides training and technical advices to the farmers.· ACI is significantly contributing to national food security through itsAgribusinesses division, which is the leading agricultural integrator of the country,ACI Agribusinesses is providing complete solution to the farmers need. Thisdivision has five separate SBUs. They are Seeds,
· Fertilizer, Motors, Crop Care & Public Health, and Animal Health. Farmers havedeveloped confidence in our products for quality and economics. Farmers havealso come to expect proper knowledge based service from our field force.Global Compact EndorsementThe ACI group has consistently demonstrated its commitment towards itsemployees and the environment over the years. It has been recognized as thepractitioner and promoter of socially responsible business behaviour.To take this commitment even further, ACI has endorsed the Principles of GlobalCompact on August 18, 2003. The Global Compact is a remarkable initiativesponsored by the United Nations Secretary General Koffi Annan. It is based on avery simple notion: whether or not required by law, corporations should enforcebasic human rights and accepted labour and environmental standards in all theirbusiness activities, to counterbalance possible negative effects of globalization.The compact calls on companies to embrace the ten universal principles in thekey areas of human rights, labour standards and the environment.These ten principles are:Human Rightso To support and respect International Human Rights within thecompany‟s sphere of influence.o To make sure that their own corporations are not complicit withHuman Rights Violation.Labouro To end discrimination in the workplace.
o Abolition of child labour.o The right to collective bargaining and recognition of freedom ofassociation.o To eliminate the use of forced and compulsory labour.Environmento 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-Corruptiono To work against all forms of corruption, including extortion and bribery.ACI pledges to keep all its employees, customers, shareholders and suppliersregularly informed about the compact and the company‟s initiatives to uphold theprinciplesHRACI HR works with a vision for creating a work-environment to foster creativity,innovation and productivity for achieving business excellence through dynamicand dedicated people.ACI believes that Human Resources are the most important asset of theorganization. It identifies the training needs and provide trainings accordingly todevelop the knowledge and skills of our human resources. Thought Leadershipand Team Building meetings are conducted on a regular basis. ACI provides anenabling working environment to unleash the full potential of the employees anda performance based career progression.ACI has a value based culture where dignity of the individual is the highestpriority. ACI believes in empowerment and delegation. ACI organizes different
social events like Family Day, Cricket Tournament, and Badminton Tournamentetc 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 ofqualitative aspects and Balanced Score Card for performance appraisal.ACI has attractive policies regarding car loan, gratuity, provident fund andhospitalization. ACI offers performance bonus, leave fare assistance, festivalbonus 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 ofpeople.HR PracticesHere is a collaboration of Top Ten HR Practices that ACI Ltd followsalways in order to achieve their organizational goals every yearSummary of practices1. 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 Unexpected1. Safe, Healthy and Happy WorkplaceCreating a safe, healthy and happy workplace will ensure that their employees feelhomely and stay with your organization for a very long time. They capture their pulsethrough 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 asenthusiastic about the business as the management.Through this open book process they can gradually create a culture of participativemanagement and ignite the creative endeavor of your work force. It involves makingpeople an interested party to their strategic decisions, thus aligning them to theirbusiness objectives. They are as open as they can. It helps in building trust & motivatesemployees. Employee self service portal, Manager on-line etc. are the tools availabletoday to the management to practice this style.3. Performance linked BonusesPaying out bonuses or having any kind of variable compensation plan can be both anincentive 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 payoutunless the company hits a certain level of profitability. Additional criteria could be theteam’s success and the individual’s performance. They never pay out bonus withoutmeasuring performance, unless it is a statutory obligation.4. 360 Degree Performance Management Feedback SystemThis system, which solicits feedback from seniors (including the boss), peers andsubordinates has been increasingly embraced as the best of all available methods forcollecting performance feedback. Gone are the days of working hard to impress onlyone person, now the opinions of all matter, especially if they are in a leadership role (atany level). Every person in the team is responsible for giving relevant, positive andconstructive feedback. Such systems also help in identifying leaders for higher levelpositions in the organization. Senior managers could use this feedback for selfdevelopment.5. Fair Evaluation System for EmployeesThey develop an evaluation system that clearly links individual performance tocorporate 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 theimmediate boss, each employee should be screened by the next higher level (oftencalled a Reviewer). Cross – functional feedback, if obtained by the immediate bossfrom another manager (for whom this employee’s work is also important), will add tothe fairness of the system. Relative ratings of all subordinates reporting to the samemanager is another tool for fairness of evaluation. Normalization of evaluation is yetanother dimension of improving fairness.6. Knowledge SharingACI Ltd adopts a systematic approach to ensure that knowledge management supportsstrategy. They store knowledge in databases to provide greater access to informationposted either by the company or the employees on the knowledge portals of thecompany. When an employee returns after attending any competencies or skillsdevelopment program, sharing essential knowledge with others could be mademandatory. Innovative ideas(implemented at the work place) are good to be posted onthese knowledge sharing platforms. However,what to store & how to maintain aKnowledge base requires deep thinking to avoid clutter.7. Highlighting performersACI Ltd creates profiles of top performers and make these visible though companyintranet, display boards etc. It will encourage others to put in their best, therebycreating a competitive environment within the company. If a systems approach isfollowed 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 ideasflooding 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 theirmanagers to identify & develop talent.9. Rewarding CeremoniesMerely recognizing talent does not work, they need to couple it with ceremonies whererecognition is broadcast. Looking at the Dollar Check is often less significant thanlistening 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 unexpectedthings that may come in the form of a reward, a gift or a well-done certificate. Rewardnot only the top performers but also a few others who are in need of motivation toexhibit their potential.Finance and PlanningACI Finance and Planning function is the nerve centre of the conglomerate.Being thenature of the structure, ACI Finance and Planning plays the centralized role in allkinds of financial and accounting services. Meaning it handles financial andaccounting matters of not only ACI Limited but also of all of its subsidiariessupporting the mission and vision of the Group. The major areas of its activitiesinclude:o Corporate Financeo Treasuryo Insurance and risk managemento Costingo Credit Managemento Accounts payable managemento General accounting
o Taxationo New business managementACI finance is pioneering in introducing and implementing state of the artfinancial tools like electronic banking, integrated accounting systems, betterforeign exchange management through hedging, derivatives etc. To allow us toexcel in our performance ACI Finance has strong rapport with all the internationaland major local banks, non-financial institution including leasing companies.Driving force of Finance is its motto which is “to become most value addingbusiness partner”. To drive this vision, ACI Finance proactively helps business inproviding right and timely information, analysis, budgetary management andparticipating in cross-functional team.The Planning function not only compiles and coordinate the company plan of theconglomerate but also instrumental in feeding the CEO and top team differentmacro and micro economic situation of the country as well as world in large.These in-depth analyses help the company to make correct and pragmaticdecision 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 thecountry, these are followed by rigorous analysis and subsequently matchingthese with ACI‟s competence. This allows ACI‟s growth engine to get enough fuelto take its course forward.MIS DepartmentMIS department of ACI ensures the overall IT related supports for the company.This department manages a smooth operation of software‟s, hardware troubleshooting and business databases related to sales and inventory. The MISdepartment consists of knowledgeable and skilled programmers and software
developers. MIS provides customized report and data analysis to themanagement to facilitate effective decision makingCommercial DepartmentCommercial Department of ACI is one of the most vital functional departments oftheompany which deals with the supply chain activities of ACI. In order to keep allthebusinesses running flawlessly, the dedicated and hard working employees of thisdepartment maintain a good liaison with the customers, both national andinternational. The Commercial Department is consistently achieving the bestprices for the products that ACI purchases, ensuring enormous amount of costsavings for the company. It offers invincible professionalism and expertise in theentire commercial activities of ACI.LASER DivisionBackgroundOn February, 2008, ACI limited launched new products called Laser Shavingproducts. ACI is the sole agent and distributor of Laser products. These aremainly the products of M/S Janway Worldwide.Janway worldwide, which is situated in Dubai, is mainly a part of MalhotraShaving products. It is an Indian Multinational company which was formed in1946. The founder was Mr. Harbans Lai Malhotra. The company produces mainlymale grooming items. Its combined turnover in India is INR 500 plus crore andINR 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. Itsinternational 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 manufacturingequipments. Continuous research and development has enabled the Brand toearn 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 internationalawards like the Monde selection (Brussels) Belgium and national export awardsfrom the engineering promotion council (EEPC), which reflects the superiorquality of Laser range of shaving products.Laser products have enhanced the shaving experience for millions of men withits category that includes flat blades, regular disposables, Rubberized longhandle razors blade systems and Disposables. The Laser Range is in keepingwith the latest trends in shaving and grooming products.Planning of LaserLaser shaving items are mainly distributed by ACI Limited, ACT imports laseritems from Dubai, In Bangladesh Laser has a National Sales Manager who arethe full in charge of distributing Laser in Bangladesh through TSI (Territory SalesIn charge) and SR (Sales Representatives). TSI are the in charge of a particulardistrict for selling Laser items and SR sell the product in a area basis, Under oneTSI more than four SR are working every day. A TSI get information aboutmarket and other additional information from SR. He supplies information to ZSI(Zonal Sales In-charge), In this way, Head of the department gets informationfrom field by ZSI.
Laser‟s vision is to-· Ensure Leadership in DE Blade by giving quality products to consumer whichhas value for money.· At the same time ensure leadership in growing categories like Disposable andTwin, instead of focusing just on DE, because we do not wish to be the looser onthe day, when market turns to Twin System.Laser plans to direct coverage of:Year 1- 30000 outletsYear 2- 60000 OutletsYear 3- 90000 OutletsTotal Universe- 659000 OutletsThese outlets will be covered through two types of Salesman. ExclusiveSalesman under Importer Distributor for Markets, where the outlet base is 350 to450 outlets in a town. Another one is, Pilot Salesman under Importer IndirectRoles or Super Distributor Role, covering all the small markets. Laser targeted tocover Exclusive town outlets on Fortnightly basis & Other Towns in MonthlyBasis.Product CategoryLaser 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, aftershave splashes and bath gel.Supply ChainACI limited opens LC in the name of itself. After getting orders as per demandsfor laser products in Bangladesh, products are shipped from India. Whenproducts are reached at Chittagong port, laser products are distributed to Bogra,Sauidpur, Barishal, Jessore, Dhaka, Camilla, Sylhet, and Chittagong throughSuper distributors. From these eight depots, Sub distributors bring theseproducts to wholesalers or retailers. Finally they reach the products to the handsof consumers.Source: ACI-LASER DivisionFigure-3: Supply Chain; ACI-Laser Division3.5 About team members and Organogram of Laser DivisionTotal team members of ACI- Laser division is 103, which includes 2 Zonal salesIn-charges (ZSI), 16 Territory Sales In-charges (TSI) and 83 members are SalesRepresentatives (SR), Laser Division‟s Head of Sales and Trade Marketing is Mr.Abu Sufian.Source: ACI- Laser DivisionFigure-4: Organogram of ACI-Laser DivisionTotal 83 Sales representatives (SRs) report daily about sales through SMS, dailysales 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 TradeMarketing. By the report he gets from ZSIs, Head of Sales can monitor andcoordinate sales all over the country.Positional Responsibilities and FunctionsMarketing 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 MarketingThe prime duty of the Head of sales and Trade is to deliver the goods to thedoorstep of the wholesalers and retailers. He is also accountable to theExecutive 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 whodirectly 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 selectedby 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 MarketingManagers respectively. The Sales Offices and sales representatives with thefollowing information have to submit reports to the Sales Manager from time totime.· 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 orderquantity.· Fill up daily planning and tracking sheet.· Follow seven step sales call.· Complete Daily Sales Report.· Fill up daily Tracking calendar.Major Sales ActivitiesMajor sales activities of Sales Representatives are-³ Do sales call to all outlets serially, according to the prepared outlet list of anarea.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 ManagementDistributors 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 StrategyTARGET 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 safetyUser Status : Potential, Regular.Usage Rates : Medium, Heavy.Readiness Stage : Aware, Informed, and Interested.
Attitude towards product : Positive, sometimes indifferent.Pricing StrategySKU Price for RetailerPrice for DistributorPrice for ConsumerName 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 Razor112 104.43 130Con R+2 56 53 65Tach3 Razor 182.5 173.5 130Shave Brush 53 50 65Foam 141.5 133.5 160Promotional ActivitiesLaser is a new brand in Bangladesh. It has started advertising in electronic mediarecently. ACI-Laser division signed a contract with Unilever Bangladesh. Unileveroffers 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 whichwas distributed to 3 Lac outlets all over Bangladesh. It Also singed a contractwith Kohinoor Chemicals for offering Laser green Supreme for free with GenstarShaving Cream.Major CompetitorsMajor players of Bangladesh Blade Market are-
· Sharp Blade-42%· Vidyut-17%· Gillette-13%Analysis & InterpretationAnalysis and Interpretation of ACI-Laser division‟s current reporting systemHead of any organization is always under constant pressure to provide more andbetter services with shrinking budgets and higher scrutiny. Employees want moreindividualized assistance, 24/7 access to information for the completion of theirworks.As Laser division of ACI limited is mainly working for the sales and distribution ofLaser shaving items all over Bangladesh, Head of Sales and Trade Marketingand other concerned employees must constantly monitor the current position ofthe competitors and performance of Laser products.They also set a target and find whether there is a gap between actual sales andtarget. If they find any gap, they search for the reason of that problem and solveit. This whole process is dependent on efficient management reporting system ofemployees. An efficient system would require fewer inputs, produces moreoutputs compared to similar processes, to achieve the objective of the process.Existing reporting system of ACI-Laser divisionACI limited is a well organized corporate house. The company maintainsstrategically located sales centers in nineteen different locations across thecountry. It has developed an advanced distribution system through its skilled andtrained manpower and a large fleet over eighty vehicles. The distribution system
is fully equipped for handling continuing volume of diverse range of products fromthe various businesses.The company‟s distribution centers are highly streamlined, computerized andautomated. It is capable of maintaining a cold chain for some specialized rangeof products such as vaccines and insulin. The combination of this advancedfunction and multidimensional capabilities made it possible to handle hundreds ofproducts efficiently.Although the company‟s distribution system is highly advanced withmultidimensional capabilities, its reporting system is not that advanced.How the information flows from field to ACI-Laser division can be understood bythe following organogram-Current Work FlowThis organogram is followed through out the sales process. Where day to daysales report is supervised by the intermediate key player. The whole reportingprocess 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 inwhich area, and can find the reasons behind it, then can direct the SRs in such away so that they can meet the target.§ He also evaluates sales performance, sales growth and sales potentiality of alldepots.§ After that, all the TSIs under a Zonal Sales In-charge (ZSI) report to him. Theymainly 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 thecountry and monitor directly the activities of them.Finally, Director of Consumer Brands closely monitors all the activities of Laserdivision.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 sendthose to
Territory Sales In-charges.• SRs report daily, weekly and monthly about market, closing stocks, requiredorderquantity etc.• Daily report is mainly done through SMS, weekly and monthly reports arethroughsubmitting weekly Town Market report and monthly sales report form. Informationflowfrom field to head office works in these manner and as each employee isdependant onother to get and compile all the information, it takes few weeks to reach theinformationfrom SRs to the head office.Activities of Zonal Sales In-charges (ZSIs)o ZSIs know about sales performance, sales growth of all depots; newavenues for product marketing etc. by TSIs. They get assistance fromTSIs to meet the sales target. From all of this information, he caneasily look after the stock of goods and can transfer goods to districtoffices when stock finishes.o He can directly coordinate and monitor the activities of TSIs,command and coordinate them to look after the situation carefully andhandle problems of their own territory.
o A ZSI then complies the information that he had and submits to theChief. 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 thecountry and monitor directly the activities of them.Finally, Director of Consumer Brands closely monitors all the activities of Laserdivision.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 sendthose to Territory Sales In-charges.· SRs report daily, weekly and monthly about market, closing stocks, requiredorder quantity etc.· Daily report is mainly done through SMS, weekly and monthly reports arethrough submitting weekly Town Market report and monthly sales report form.Information flow from field to head office works in these manner and as eachemployee is dependant on other to get and compile all the information, it takesfew weeks to reach the information from SRs to the head office.Problems identified with the current systemThe current reporting system of ACI-Laser division is obviously good, but it mustfollow better than the existing reporting system in order to win in the race. In theexisting system, total 83 Sales representatives (SR) report directly to theirterritory 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 maycause major loop back in the sales process. Head of Sales cannot directlymonitor and communicate with TSIs and SRs. He has to wait for ZSIs to getinformation from field. Similarly, a ZST cannot directly monitor the work of SRs.Head of Sales cannot measure directly the performance in the market andcannot understand the customers‟ demand. He has to wait for the information toreach to the head office. This is a time consuming and nonintegrated process.Moreover, existing reporting system contains paper based templates. SRs sendSMS on daily basis to supply information from field to head office about marketand daiiy sales. TSIs submit Weekly Sales Report and Monthly Town MarketReport 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 getactionable sales information faster to gauge performance and take coursecorrection, which may lead to compete with the market leader.
Suggestions for solutionHere a solution called ”Sales and Distribution Management System” – anautomated tool for efficient reporting is given for ACI-Laser division. Thisreporting tool may be the effective sales weapon for LASER division.This is a user-friendly system that can be modified rapidly to accommodate theconstant changes which is needed. It would provide faster services and reducesupport costs. This tool will automate almost all the information to provide realtime information. It would accurately measure and evaluate the performance ofLaser division. By using this tool, Head of sales not only can monitor andcommunicate directly with Zonal Sales In-charges but also with SalesRepresentatives and Territory Sales In-charges. Daily salesReport can be easily uploaded and updated so that the chief of the departmentcan easily check out the information he requires whenever needed.The above diagram is a demo of effective sales reporting system. This tool canbe created with the help of IT consultants. Each of the employees must have auser ID and password so that they can log in to use this application. As initially itwill 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 throughinternet.Key features used by Head of SalesWhen the head of sales wants to know the current scenario of Central ZoneDhaka, for example, for specified data, he should click the “District name” buttonand select Dhaka. After that, he must select the zonal head by clicking the “ZonalHead” button. Then it is required to select a territory head from the list of namesof territory sales in-charges under the zonal head by the above way. When thechief clicks “Sales Representative” button, all the names of sales representatives
under the selected territory sales in-charge would be visible. In this way, he canmonitor the activities of SRs.Now, the chief should select the type of the report (Daily/weekly/monthly) that hewants by clicking the button “Report Type”. Name of the product can also beselected by “Product name” icon. After selecting all the required things, he cannow get the results he wants. He can oversee the target and consumption reportof the product that he selected (figure-10). From this information, he canunderstand which of the products are moving slowly particularly in which zone ofthe country, when it is required to order products, in what quantity etc. If he findsany gap between target and actual sales he may also query to SRs, can findreasons behind sales fall and take course of action to prevent it. He can alsosend 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. Withthe help of this module head of sales can measure the performance of Salesrepresentatives (this information is mapped in backhand this tool).Key features used by Territory Sales In-charges and Zonal HeadsTerritory Sales In-charges would get required information about sales from Salesrepresentatives through SMS from time to time. From this information, they canupload and update regularly about sales with the help of this tool. They canaccess 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 tothe consumption of market, TSIs update sales reports. While they update theactual safes, this would automatically correlate with monthly target, openingstock and closing stock. If any particular product runs out of stock, an automaticnotification is generated to ZSI. If there is any sales query to TSI, that would bereflected at the welcome window of that TSI. (Figure-12)
By the above way, zonal heads can also update sales and requirement data byusing sales and requirement data updater.SWOT Analysis of the suggested systemStrengths:Easy availability of information: As company‟s distribution centers are highlystreamlined, computerized and automated with an advanced distribution systemthrough its skilled and trained manpower, it becomes very easy for the head ofthe sales to get any information regarding products, prices, customer demandsand competitors. Thus the easy availability of information helps the head of thesales to make correct decision in quick time.Saving of time: Rapid flow of information from the field level through an advancedandAutomated procedure saves a lot of time allowing the head of the sales tomonitor and coordinate the sales all over the country in a proper way.Easy operation: Since all the information and data bases are maintained in acomputerized way using different software, and reports be sent by SMS, itbecomes very easy to entry, preserve and collect any information at any time.Easy identification of order quantity: Because of the availability of data andinformation, the head of the sales can identify the required order quantity veryeasily ensuring smooth market operation.Direct communication: The head of the sales can directly communicate with andcontrol TSIs and ZSIs and as a result their activities can be monitored by thehead more sophisticatedly.
Less manpower: The tool involves less manpower as most of the reporting tasksand data bases are maintained in an automated and computerized systemreducing the chance of error.Weaknesses:High initial capital investment: A massive initial capital investment is required toadopt an automated reporting system which ACI Ltd acquired with the failure tominimize costsTough operation procedure: Operating this automated tool is very difficult for lessskilled staffs of ACI Ltd raising costs and making it mandatory to train up theemployees in regard with this operation.OpportunityAlterability of the tool: Whenever required, the tool can be changed and bettersoftware installed. Various options are there to make it advanced and futuristic.ThreatsVulnerability of the networks: Networks may be collapsed for various reasonsincluding mechanical problem and bad weather.Excessive dependency on networks: As most of the activities regarding reportingare not done manually, there is severe dependency on networks.RecommendationTo survive in the competitive market and earn a potential market share of Laserproducts, here are some of the recommendations for betterment of theirproducts.
· LASER division must get rid of older data entry system, which is, paper basedsystem because it takes much time to flow the information from field to headoffice. This system also requires more man power, and more man power leads tomore human error.· Although initial capital investment would be high, still this division should adoptautomated system for issuing data of sales as recommended above.· Employees have to be trained up to learn how to access to the internet and logon to this application, how to insert data, how to run the application in order tomake 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 theirimmediate head and so on, can easily oversee market data. In this way, they cansave 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 Laserproducts can compete with its competitors in the market.· Sales Representative dealing with laser products must be trained more so thatthey can make report.· Monitoring system must be stronger than the prevailing one.· Inter departments relationship within the organization should be developed witha view to ensuring proper flow of information.
· Entire reporting system from top management to lower level must bemodernized by adopting internet.· All kinds of conflicts between the employees must be eradicated for the purposeof 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.ConclusionAdvanced Chemical Industries (ACI) Limited is one of the leading localcompanies with multinational image. It provides varieties of products to itscustomers by managing three business units: Health Care Division, ConsumerBrands and Agribusiness Division. Laser products‟ sole agent and distributor isACI Limited, Though, Laser shaving products are new in Bangladesh but theyhave huge experience in marketing and developing as it is successfully operatingin 107 countries throughout the world. Still, it needs help to survive and competewith other players in the market. As ACI‟s mission is to achieve businessexcellence through quality by understanding, accepting, meeting and exceedingcustomer expectations; so the reputation of this company will help Laserproducts to increase its sales.Although ACI-Laser division is performing well, still it must maintain somestrategy to compete and become top in the shaving product market. And gaininghighest market share would be easy for Laser if the recommendations arefulfilled.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 2008Incoming search terms:o aci laser indiao super mosquito coilaci limited of bangladesho slides for computer vision-based quality inspection system oftransparent gelatin capsules in pharmaceutical applicationso report paper aci group bdo report on aci salt limitedo performance bonus of aci bdo organogram of premiaflex plastics ltdo making factory bangladesh acio List of Strategic Business Units (SBUs) of ACI Limited (ConsumerDivision)o laser sport shaving foam bangladesh