‘A study on understanding consumers’ perception for buying FREEDOM sanitary napkin- a Female Hygiene product from ACI Consumer Brands’

1. Assignment
On
‘A study on understanding consumers’ perception for buying
FREEDOM sanitary napkin- a Female Hygiene product from
ACI Consumer Brands’
Course Title: Marketing Management
Course Code: MKT:202
Submitted To:
Dr. Tanvir Abir
Associate Professor
Department of Business Administration
Faculty of Business & Entrepreneurship
Submitted By:
MD. Shakil Hossain Opu
ID No: 211.11.1251
Tarikul Islam Akhand
211.11.1235
Hemila Islam Shopna
201.11.1059
Md Fahad Al Shakib
211.11.1268
Date of submission: 21 June 2022

2. Executive summary
This comprised report is a marketing plan of freedom sanitary napkins, a product of ACI
company.it is a leading sanitary napkin in Bangladesh. They launched this product in 2008 and are
still operating and holding a strong market position.we have different types of sanitary pad for
different need, want, demand.we have a lot of competitors but yet we are the leader due to our
marketing approach.
Product analysis:
Product analysis involves examining product features, appearance, quality etc.Freedom sanitary
napkin designed with 8 layers of protection. With premium packaging & extreme comfort
revolutionary 5 in 1 technology.
The freedom sanitary napkin overview:
History:
To ensure good female hygiene ACI launched freedom sanitary napkins in 2008.in 2014 we
conducted awareness program in 60 educational institution and reached out 45000 students
Current situation:
Currently 66.7% are our brand users and other Don't have any knowledge about pad and other
brand users.
Future orientation:
Freedom's goal is to ensure that period is no obstacle for women.
Situation analysis:
Situational analysis is basically a methodical look at the internal and external factors
1.Product situation
2.Cometitive situation
3.Distribution situation
4.Opportunity
Market Overview
Freedom is one of the most reliable and prominent female hygiene brands in Bangladesh which
has been running its operation for more than a decade. Freedom Sanitary Napkin is determined to
provide safest hygienic solution for women during period with highest absorbance power in a very

3. reasonable price. The main ingredients we use in our napkins are: Super Absorbent Polymer, pulp,
PE film, air-laid paper, PPF etc. Ingredients are collected from the best sources around the world
and manufactured in our factory with latest technology which ensures international standard of our
napkins.
Market Trend and Evolutions
• Current Market Scenario
There are many manufacturers who are originating various Sanitary napkins. It’s features, quality
and price varies by producer to producer. The major players of this market are:
❖ Savlon Freedom Sanitary Napkin
❖ Whisper
❖ Senora
❖ Monalisa
❖ Joya
❖ Smile
❖ Cottex
❖ Rose
❖ Nirapad
❖ Modex and Softex
❖ Grameen Softy.
Figure : Major competitors for ACI female Hygiene

4. • Providing quality product
Since sanitary napkin is a female hygiene product, quality plays the most important factor
for the customers. If the customers are satisfied with the quality of such product then there
is nothing that can stop them to be a loyal customer. There are some features that can ensure
the quality of sanitary pads.
✓ Absorbent,
✓ Thickness,
✓ Good fragrances,
✓ Product surface,
✓ Flexibility
Consumer Behavior
In order to guarantee good female hygiene practice among the Bangladeshi women, ACI launched
Freedom sanitary napkin in 2008 under the Female Hygiene Category of Consumer Brands. ACI
is always trusted by the consumers for its excellent product superiority. The trust of the consumers
has further increased due to the product superiority of Freedom Sanitary napkin
ACI Consumer Brands was started in 1995 with two noteworthy brands of the organization ACI
Aerosol and Savlon. These are two of most prestigious items which are enjoying the top position
in the business sector. The division began to take new organizations through local productions as
well as international business. In this procedure ACI Consumer Brands propelled numerous new
products and furthermore reinforced with Joint Venture business associations with 'Dabur India'
and 'Tetley UK' and achieved international alliances with widely acclaimed organizations.
Competition
It was important to know brands users of sanitary pads to indentify the popularity among all the
sanitary pads. Moreover, this response will help to indentify the satisfaction level, their
preferences, media of influence and other relevant interpretation can be extracted.
• The brand name of current sanitary pad

5. The result shows that 36.7% of the respondent prefer Freedom, 26.7% uses Whisper, 20% uses
Senora,
10% uses Monalisa, 3.3% uses Joya and 3.3% uses other sanitary pads. From the data, it is
confirmed that Freedom has the highest users compare to other brands. However, according to the
internal research conducted by ACI Ltd, Whisper is the most popular brand in sanitary napkin’s
market. This difference of research result may occurred since it was an online survey whose mass
respondent were students unlike ACI Ltd’s research which includes all the females from different
background and location.
Environment Analysis - Pest Analysis
Mainly an environmental analysis helps organizations identify internal and external elements that
can either negatively or positively impact their business. By looking at factors, such as the
economy and technology, businesses can anticipate potential opportunities and threats.
Environmental analyses help businesses identify potential influences that may provide either an
opportunity or threat for them. This helps them prepare for changes in their environment. Some
benefits of using an environmental analysis include:
1.Forecasting the future
2. threats and allowing them to develop a strategy for response
3. achieve business objectives
4. effective strategies and marketing programs for a business
5.Improving organizational performance
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Freedom Whisper Senora Monlisa Joya Others
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6. PEST Analysis is a simple and widely used tool that helps you to analyze the Political, Economic,
Socio-Cultural, and Technological changes in your business environment.
PESTEL analysis of a company shows how the factors like politics, economy, sociology,
technology, environment, and law can accelerate or decelerate the development of a company.
Though freedom is one of the biggest sanitary napkin company operating their business in many
more countries, it gets influenced by these external factors.
Political Factors:
Political factors can directly affect the business conditions of a company. If a country’s political
status is not stable, the company may suffer loss despite investing a good amount of money and
time. Hence, political scenarios can be influential to the growth of a company. Here a few political
conditions which can affect the business of freedom sanitary napkin.
If there are changes in taxation, labor laws, employment conditions, these situations can affect the
sales of freedom sanitary napkin.
There are also conditions where the government favors the business of a company and subsidizes
them. It can be common for the local brands or the partially owned government brands. In this
case, freedom may have to face tough competition.
Economic Factors:
Most companies are dependent on the nation’s economic conditions to determine how much they
should invest in the country. Even when a country has a good trade relationship, its economic
stability can be another factor to consider. Otherwise, the company may fail to earn profit and fail
to develop. The PESTEL analysis of freedom sanitary napkin shows how economic conditions can
impact the sales of the company:
As a sanitary napkin company, freedom has already earned a customer base. Other competitors
can start their business with similar goods. However, the loyal customer base may help the
company to survive in the competitive market.
The revenue of freedom is majorly (80%) dependent on the countries outside the Bangladesh. The
market condition of these countries can have an impact on the development of the country. For
example, the pandemic has more or less affected the economic conditions of the nations. It can
take a toll on the company’s business.
The cost of the raw material of the goods and the trade conditions with the suppliers can affect
their business. The rising price of problematic trade relations can be a potential risk for the growth
of the company.
Social Factors:

7. When a company does a business in a particular area, their socio-cultural condition significantly
impacts the company. They need to come to terms with the issues to run a business smoothly.
Otherwise, the company may fail to interest more customers. Here are a few sociological scenarios
that can work upon the development of freedom sanitary napkin:
Freedom primarily deals in sanitary napkin. As more consumers are leaning towards healthy
alternatives,. So it’s a Big plus point for freedom. However, the company needs to have more
products options. Because different kinds of people have different kinds of choices.
As freedom has expanded its business in several countries, they need to consider the palate of those
countries. So that they can develop their business around the world.
Freedom is one of the biggest brands and is the mastermind of creating campaigns. They have
concentrated on several social conditions while branding and campaigning. Thus, gaining the
chance to get more customers, and at the same time, creating strong brand awareness.
Technological Factors:
Though technological issues do not directly impact the growth of napkin brands, there are certain
other conditions related to technology that can indirectly affect them. The PESTEL analysis of
freedom can give an idea about how technical issues can impact the brand’s business:
The brands need research to develop their products. The more they can invest in developing
infrastructure, the more opportunity they get to conduct good research.
Technological development has also increased the number of smartphone users. The company can
use social networking sites for promotion and marketing, which can help them to strengthen their
brand recognition.
They can also conduct online polls to do market research about new products and customer tastes
and get feedback about their services. It can decrease their costs of research and product
development.
Ecological Factors:
Ecological issues may have a brand awareness-related impact. The PESTEL analysis of freedom
sanitary napkin can show how ecological issues impact their business:
The company needs to consider more eco-friendly packaging options. They can substitute their
plastic packaging with other materials which are easily recyclable.
The company can use advanced technology for waste management which can help the company
to strengthen its brand impression. The company can raise awareness while launching creative
campaigns or donate to environmental causes.
The company has been using smart methods. It has helped them to interest people who are
concerned about the environment.

8. Legal Factors:
The legal issues may not have a direct impact on the brand’s business. However, they can show
some indirect influence. Here are some legal conditions that can affect the brand’s development:
Many companies have already issued a number of napkin option. As freedom has a wide area of
services, they need to consider it. Failing to do so may result in legal prosecution.
The company must value the employment ethics and consider the working conditions of the labor.
If they give fewer wages to the laborers and do not provide healthy working conditions, they may
face legal issues.
SWOT analysis of freedom sanitary napkin
SWOT Analysis
This SWOT Analysis is set up based on my perceptions during my temporary survey about
freedom sanitary napkin :-
It is given underneath:
STRENGTHS
•Reasonable Marketing practice
• Handling customers according to their personal preferences
• Highly skilled representatives
•Backing from other sister worries of the gathering
WEAKNESSES
• Money related constraints contrasted with other global organizations
•Insufficient deals and conveyance system and approaches
• Fewer activities for innovative work
• Lack of collaboration among a portion of its specializations
• Some workers of other sister concerns consider Square Toiletries Ltd. As their rival, and isn’t
intrigued to give any assistance
•Have a connection with retailers rather than having a direct connection with consumers

9. OPPORTUNITIES
•The expanding number of potential clients
•Huge chance to trade in various nations
• Cheaper work power
THREATS
•The expanding number of contenders.
• The adjustment in the inclinations and requirements of the clients
• Availability of better-quality outside items
• The significant expense of crude materials and hardware
Marketing Strategy Of Freedom Sanitary Napkin
ACI is very sincere for this category of consumer product. They are offering many sales promotion
targeting consumers and retailers. Now a day they have arranged a display program for the retailers
which is also a part of trade oriented sales promotion. They is also arranging many activation
programs in girls School College and universities, targeting female students. Beside that there are
many consumer oriented sales promotion exists in the market during my internship period.
• ACI launched its TVC for Savlon freedom sanitary napkin in 2015, named as “MUKTO
BIHONGGO”
•In this TVC, the message is mainly says about girls empowerment in any work place without any
obstacles. ACI describes & focuses the freedom napkin attributes in the TVC very properly.
There are many billboards are established in many important location in Dhaka.
•freedom mainly focusing on sales promotion and display programs rather than other
Medium of promotional mix.
• In January 2016, Savlon freedom did started offering a free Savlon bar soap for purchasing a
freedom sanitary napkin.
• In the activation program, Freedom is offering 10% discounts to the female students for each
Products. They are also giving a Savlon bar soap for each unit of Savlon Freedom.
• In the display program, if a retailer display Savlon freedom to their shop according to the

10. Company demand for 3 months, retailers can have free products. But amount of free products are
Depend on company policies and some rules and regulations based on purchased amount.
• Activation programs are arranged in North South University, Eden College, Tangail Kumudini
Medical College and many well-known female garments.
Objectives Of Freedom Sanitary Napkin
As students, girls often have to face unexpected hassles if their period suddenly starts while at
school. Then starts the whispering — asking for a pad from friends, and if none were found, quietly
requesting the school’s cleaning ladies to quickly get one from the shops nearby. Even after going
to university, this is still a concern for many young women if they forget to keep an extra napkin
in their bags. Many have thus wondered if there were a solution to this common experience.
The easy access to and availability of sanitary napkins is the main barrier to maintaining period
hygiene outside the home for thousands of women. In schools, colleges, universities or other
places, where most of the day is spent for studies or work, most of them are at risk due to the lack
of availability of sanitary napkins. Also, most of the women in the country are unaware of the
dangers of unhealthy habits like using cloth rags during their periods.
Freedom Vending Machine, an initiative of Freedom, one of the leading sanitary napkin brands in
Bangladesh, has been playing a leading role in raising period health awareness for the past few
years. As a part of this initiative, the country’s first sanitary napkin vending machine was installed
free of cost on Dhaka University Campus in 2019. The initial installation of 10 vending machines
ensured availability of affordable sanitary napkins for the then 15,000 female students of the
university. In addition, vending machines have also been installed at Viqarunnisa Noon School
and College, BAF Shaheen College, Eden Women’s College, North South University, BRAC
University, Jagannath University, Jahangirnagar University, Rajshahi University, and more such
educational institutions.
Step by step, Freedom vending machines are spreading to various schools, colleges, and
universities in the country, and have already crossed a hundred locations, creating access to
affordable sanitary napkins for 3.5 million women at any given time.
Today, from schools to colleges to universities, Freedom vending machines bring relief to girls.
Girls can now buy napkins from vending machines at any time for just Tk 10. With the insertion
of a single Tk 10 note, the machine releases a single sanitary napkin. There’s no need to whisper,
stress over, or feel embarrassed having to ask favours or uncomfortably talk to shopkeepers for
such a basic hygiene item. This wonderful initiative of Freedom has brought girls infinite comfort
towards accessing affordable sanitary napkins.

11. Freedom’s goal is to ensure that the period does not become an obstacle to women’s lives,
celebrations, fulfilling dreams, or their empowerment. The initiative that started with ‘Freedom
Vending Machines’ with the simple goal of making napkins available on educational institutes
easily, is now moving ahead to ensure women’s menstrual hygiene by creating the ‘Freedom
Hygiene Network,’ by installing more vending machines.
STP(Segmentation, Targeting And Positioning) Of Freedom Sanitary
Napkin
The STP Marketing Model can help freedom to analyze its product offering and the way its
communicate its benefits and value to specific groups.
STP stands for:
Segment your market.
Target your best customers.
Position your offering.
The model is useful because it helps to identify your most valuable types of customer, and then
develop products and marketing messages tailored to them. This allows freedom to engage with
each target group more effectively, personalize its messaging, and – ultimately – increase its sales.
Market segmentation refers to classifying potential markets in segments or groups with common
needs and responding similarly to a specific marketing action. This approach allows firms to target
various categories of customers that perceive the absolute value of particular products and services
variable from one another.
Freedom sanitary napkin market segmentation focuses on four various elements, namely
geographic, demographic, psychographic, and behavioral. Freedom might have originated for
Bangladesh, but it has expanded its brand to various countries across the globe over the years. The
company’s geographic segmentation aims to drive the market into different geographical units,
including cities, regions, and neighborhoods. While freedom sanitary napkin might be focusing on
every areas, it also ensures a countrywide product distribution network. This is in the realization
that as the company expands, there is a demand from those in rural areas.
Meanwhile, the demographic segmentation of freedom is divided into sub-segments based on
various variables like age, occupation, family life cycle, race, religion, generation, social class, and
nationality. These variables are the most popular basis of freedom to distinguish customers groups.
The psychographic element of the freedom market segmentation is categorized into different
groups based on lifestyle, personality, or values.

12. The behavioral variable is the final element in freedoms marketing segmentation. It generally
focuses on the customers’ knowledge of, use of, response, and attitude towards its products. Most
marketers treat the behavioral variables as excellent starting points for formulating market
segments.
ACI’s targeting strategy is broader, not only because of its global presence in the market but also
with the several products that they provide. There is also the need to satisfy various customers,
ranging from average to health-conscious ones. The primary target of ACI is school and college
and university going girls within the age bracket of 15-35 and a secondary market composed of
people aged all.
The company targets the market that are very conscious with their regular health, because you not
using sanitary napkin can be the reason of thousands of disease. ACI campany has also expanded
its product to various price level so that everyone can get them . A aci products such as freedom
sanitary napkin is specifically designed to target teens and college university girls students, and
others working women.
Positioning of freedom sanitary napkin.
Positioning tackles how products will stand with the competition, which offers the same products
and services in the market and customers’ minds. An excellent positioning transforms a product
into a unique one, making customers consider using it. In a marketplace with various cluttered
products showcasing similar benefits, an effective positioning strategy makes the product stand
out among others and creates curiosity from customers.
With freedom sanitary napkin, it positions its products as girls health problem and solution. The
products they offer are said to bring safety to its target market. The napkins and other products
from ACI are also associated with having a healthy and confident life of a girls. Additionally, the
company also markets its products consistently and of premium quality.
For those looking for high-quality napkins, one of the names that will surely come into their minds
will be freedom. The company has an extensive selection of sanitary napkins.. In contrast to other
napkins brands, Freedom brands itself as a product that provides happiness and positive in
customers’ lives. Ultimately, the company’s primary focus is to cater to the needs and preferences
of its targetl customers.
Strategic summary
Freedom is a product of ACI limited company.
ACI is very sincere for this category of consumer product. They are offering many sales promotion
targeting consumers and retailers. Now a day they have arranged a display program for the retailers
which is also a part of trade oriented sales promotion. They is also arranging many activation

13. programs in girls School College and universities, targeting female students. Beside that there are
many consumer oriented sales promotion exists in the market during my internship period.
ACI launched its TVC for Savlon freedom sanitary napkin in 2015, named as “MUKTO
BIHONGGO” In this TVC, the message is mainly says about girls empowerment in any work
place without any obstacles. ACI describes & focuses the freedom napkin attributes in the TVC
very properly.
● In the activation program, Freedom is offering 10% discounts to the female students for
each
products. They are also giving a Savlon bar soap for each unit of Savlon Freedom.
● In the display program, if a retailer display Savlon freedom to their shop according to the
company demand for 3 months, retailers can have free products. But amount of free
products are
depend on company policies and some rules and regulations based on purchased amount.
● Activation programs are arranged in North South University, Eden College, Tangail
Kumudini
Medical College and many well-known female garments.
Competitive advantage
There are many manufacturers who are originating various Sanitary napkins. It’s features, quality
and price varies by producer to producer. The major players of this market are:
● Savlon Freedom Sanitary Napkin
● Whisper
● Senora
● Joya
● Smile
● Cottex
● Rose
In this products Freedom is more comfortable and qualityfull and it also more popular than the
others.Actually freedom collectes it's competitive information.like weakness and developed it's
own products quality and service.
Marketing mix strategy
The marketing mix is the set of controllable, tactical marketing tools that a company uses to
produce a desired response from its target market. It consists of everything that a company can do
to influence demand for its product.

14. Tools of marketing mix:
There are 4 tools in marketing mix.
● Product
● Pricing
● Place
● Promotion
Product:
FREEDOM sanitary napkin is a female hygiene product, quality plays
the most important factor for the customers. To make the customers satisfied with the quality of
such product for earn a loyal customer base. There are some
features that FREEDOM applying to ensure the quality of sanitary pads:
● Absorbent,
● Thickness,
● Good fragrances,
● Product surface,
● Flexibility
This improvements of the above makes FREEDOM the leading
brand in Bangladesh.
Pricing:
since there are already high competitions with local and international brands, the
price should always be in an affordable range to stay in the competition. As a result, the
consumers can easily consume it and become a loyal customer.But according to quality
FREEDOM selling a pad for 16 taka.whice is a little bit higher than the other brands.

15. Place :
Since menstruation is still a very introverted topic in Bangladesh, women feel
shy to ask or inquiry about sanitary pads to the retailer. They grab any well known brand for
such emergency situation. But the availability of FREEDOM creates a greater chance of lead
consumers’ purchase decision. Thus,
FREEDOM sanitary napkin available in all the shops and groceries to tell their
presence in the market because this is product which a customer wants immediately.
Promotion:
The FREEDOM sanitary pads is advertising with product through Television commercials.
However, in this modern
era, social media contains the maximum exposure with prompt feedback. Thus, Freedom
useing social media to get more interacted with their customer.some times Freedom use print
leaflets for promotion in the rural area.
Recommendations
Now FREEDOM is a leading brand in Bangladesh. So freedom most have to try for develop the
quality of products,and minimise the price.Survey had already indicated that there is huge number
of respondents who had switched to another product. The reasons behind dissatisfactions were
discussed in the open ended part of the question where many customers had complained about its
low absorbent power, rough surface and excessively strong gum.
So, these factors must be verified for the satisfaction level. FREEDOM must ensure all the
promises it made to the customers. If all the promises are fulfilled then consumers will be satisfied.
Conclusion
Consumer perception has a vast area. Quality, Price, Promotional activities, Features,
Satisfaction level and availability are some attributes of the perception. Because of the
time constraints and limitations of information force me to work only in these
factors. Ensuring quality product, using brand fame, ensuring easy availability in the
market, maintaining fair price, effective promotional mediums build FREEDOM
sanitary napkin as a established product andl lead to consumers’ satisfaction. If
FREEDOM satisfies the consumers then these satisfied consumers will become the
ambassador of the product who will help to develop the market and profit for business.

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