Welcome To Our Presentation
Submitted byBhuiyan, Md Ilius
ID: 09-13764-2
Hasan, Jonayet
ID: 09-13742-2
Safa, Kayis
ID: 09-13714-2
Md Al-amin
ID:
Alam, Md. Alnasif
ID: 14666-3
“Effective Segmentation and Targeting
strategies”
About ACI
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Established as the subsidiary of Imperial Chemical Industries (ICI).
Incorporated in Bangladesh on the 24th of January 1973 as ICI
Bangladesh Manufacturers Limited.
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.
NUMBER OF EMPLOYEES: 4027 (Four Thousand Twenty Seven).
ORGANOGRAM OF THE COMPANY
Quality policy
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ACI is the first company in Bangladesh to obtain certification of ISO 9001
Quality Management System in 1995.
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Follows International Standards on Quality Management System
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Also meets all national regulatory requirements (cGMP).
Environmental policy
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ACI is committed to maintain the harmonious balance of our eco-system
to manufacture and produce products in an eco-friendly manner
Distribution Network
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Maintains strategically located sales centers in nineteen different locations across
the country through its skilled and trained manpower and a large fleet over eighty
vehicles.
Distribution centers are highly streamlined, computerized and automated.
Business Units
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Pharmaceutics
Consumer Brands & Commodity Products
Agribusiness
Jointly business units
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Asian consumer care (Pvt) Ltd.
Tetley ACI (Bangladesh) Ltd.
ACI godrej agrovet (Pvt) Ltd.
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Enriching the quality of life of people through responsible application of
knowledge, skills and technology.
Attaining a high level of productivity in all its operations through
effective and efficient use of resources and cope with competitors.
Development its employees by encouraging empowerment and
rewarding innovation.
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ACI Ltd’s their commitment is “Quality as the prime consideration in all
its business decisions”.
Values
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Quality
Customer Focus
Fairness
Transparency
Continuous Improvement
Innovation
Products name
MRP(taka)
Savlon Antiseptic Disinfectant
26tk(112ml), 82tk (500 ml)
Savlon Mild Antiseptic Soap
18tk (75gm), 24tk (100gm)
Savlon Active Antiseptic Soap
17tk (75gm), 23tk (100gm)
Savlon Antiseptic Cream
29tk (60gm), 22tk (30gm)
Savlon Antiseptic Liquid Soap
85tk (200ml
Aerosol Insect Spray
225tk (475ml)
ACI Cockroach Spray
250tk (475ml)
ACI Supper Plus Mosquito Coil
25tk (10 coil)
ACI Black Fighter Mosquito Coil
28tk (10 coil)
ACI pure cumin powder
46tk (100gm)
ACI pure chili powder
27tk (100gm)
ACI Pure Atta
26tk (1kg), 50tk (2kg)
Products name
MRP(taka)
ACI pure Suji
50tk (1kg)
ACI Egg noodles
15tk (200gm)
ACI Pure Soya bean Oil
434tk (5kg)
ACI pure Salt
11tk (.5kg), 20tk (1kg)
Vanish Quick Action Toilet Cleaner
56tk (500ml)
ACI Pure Coconut Oil
70tk (200ml)
Angelic Air Fresheners (Floral)
105tk (300ml)
Angelic Air Fresheners (Or kit breeze)
150 (300ml)
Angelic Air Fresheners (Sitars Bust)
150tk (300ml)
ACI Pure Mustard oil
150tk (300ml)
Practice of Marketing Concepts
Every organization must follow marketing concept to cope with their
competitors;
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Basically ACI Ltd. (consumer goods) follows the production, product &
marketing and sometimes they practice societal marketing concept.
List of Business Portfolio
* ACI Formulations Ltd.
* ACI Agrochemicals
* 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
STARS
Question marks
CASH COWS
DOGS
Market penetration:
ACI consumer goods (ACI pure products, ACI Egg
noodles, Fun chanachur), ACI formulations (Savlon
cream & liquid, Aerosol Insect Spray, ACI Cockroach
Spray, Vanish toilet cleaner), Asian consumer care
(Pvt.) Ltd (Nevia cream).
Market development:
ACI Pharmaceuticals products deliver at abroad as well
as ACI Pure Brand products export to Australia, UAE,
Kuwait, Saudi Arabia, Bahrain, Qatar and many other
countries. Moreover, Premiaflex Plastics (Export
quality zipper bag), ACI Motors (Sonalika tractor
which is 3rd leading position in India).
Product development:
Savlon antiseptic Soap( mild, active & Fresh Antiseptic
soap), ACI Mosquito Coil (booster, jambo, black fighter),
Angelic Air Fresheners, Asian consumer care (Pvt.) Ltd
(Dabur Amla Hair Oil, Dabur Vatika Hair Oil), Tetley ACI
(BD) Ltd. (Tetley tea-package).
Diversification:
Firstly ACI launched Pharmaceuticals business, then they
expand their business including ACI consumer brands, ACI
Agrochemicals, ACI Motors Limited, ACI Logistics
Limited, Apex Leather Craft Limited Premiaflex Plastics
Limited, Creative Communication Limited etc.
Bases of Market Segmentation
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Market segmentation divides a market for goods or services into
distinct subdivisions.
ACI focus on primarily Geographic & Demographic segmentation. On the
other hand, they also follow behavioral segmentation partially (loyalty
status).
Target marketing strategies
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ACI Ltd. (consumer brands) uses undifferentiated marketing strategies;
undifferentiated marketing is another term for mass marketing.
ACI Product Mix Table
Upward line stretching
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Downward line stretching