1. Welcome To Our Presentation

2. Md Al-amin ID: Alam, Md. Alnasif ID: 14666-3
Submitted by- Bhuiyan, Md Ilius ID: Hasan, Jonayet ID: Safa, Kayis ID:
Md Al-amin
ID:
Alam, Md. Alnasif
ID:

3. Marketing Management
“Effective Segmentation and Targeting strategies”

4. Company’s overview About ACI
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).

5. Cont………..
ORGANOGRAM OF THE COMPANY

6. Cont……….. Quality policy
ACI is the first company in Bangladesh to obtain certification of ISO 9001 Quality Management System in 1995.
Follows International Standards on Quality Management System
Also meets all national regulatory requirements (cGMP).
Environmental policy
ACI is committed to maintain the harmonious balance of our eco-system to manufacture and produce products in an eco-friendly manner

7. Cont……………… Distribution Network Business Units Jointly business units
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
Pharmaceutics
Consumer Brands & Commodity Products
Agribusiness
Jointly business units
Asian consumer care (Pvt) Ltd.
Tetley ACI (Bangladesh) Ltd.
ACI godrej agrovet (Pvt) Ltd.

8. Mission and Vision
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.

9. Commitment Values Quality Customer Focus Fairness Transparency
ACI Ltd’s their commitment is “Quality as the prime consideration in all its business decisions”.
Values
Quality
Customer Focus
Fairness
Transparency
Continuous Improvement
Innovation

10. Findings & Analysis Pricing of ACI products
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)

11. Cont…………… 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

12. Cont…………..
Practice of Marketing Concepts
Every organization must follow marketing concept to cope with their competitors;
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

13. Strategic Business Units (SBUs)
STARS
Question marks
CASH COWS
DOGS

14. Product-Market expansion grid strategies of ACI Ltd.
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).

15. Product development: Diversification:
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.

16. Cont…………… Bases of Market Segmentation
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
ACI Ltd. (consumer brands) uses undifferentiated marketing strategies; undifferentiated marketing is another term for mass marketing.

17. Cont…………
ACI Product Mix Table

18. Cont…………

19. Different Line stretching Strategies
Upward line stretching

20. Downward line stretching