aci limited-final slides

8/11/2019 ACI Limited-Final Slides

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ACI SaltThe Integrated Marketing Communication PlanThe Integrated Marketing Communication PlanMKT-337, Sec-3, Group-7MKT-337, Sec-3, Group-7


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ACI limited ACI limitedSBUsSBUs ::PharmaceuticalsPharmaceuticalsConsumer Brands & CommodityConsumer Brands & Commodity

ProductsProducts Agribusinesses: Agribusinesses:

1.1. Crop Care Public HealthCrop Care Public Health2.2. Livestoc & !isheriesLivestoc & !isheries".". !ertili#er!ertili#er$.$. CropsCrops

%eeds%eeds


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ACI Salt ACI Salt BACKGROUND OF THE PRODUCT: BACKGROUND OF THE PRODUCT:

Introduction of the Product:Introduction of the Product:In August 2005, ACI Salt was launched in the market.In August 2005, ACI Salt was launched in the market.

With world class technolog , and the most modern With world class technolog , and the most modernmachineries, ACI Salt is !rocessed throughmachineries, ACI Salt is !rocessed through

the "acuum e"a!oration s stem which ensuresthe "acuum e"a!oration s stem which ensures

#00$ !ure, cr stal white, !ro!erl iodi%ed and free#00$ !ure, cr stal white, !ro!erl iodi%ed and free&lowing edi'le salt.&lowing edi'le salt.


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ACI Salt ACI Salt

Product Purpose: Product Pur

pose: (e)t to water, salt is the most essential item in(e)t to water, salt is the most essential item inhuman diet 'ut it has alwa s 'een a "er lowhuman diet 'ut it has alwa s 'een a "er low

in"ol"ement commodit !roduct for mostin"ol"ement commodit !roduct for mostof the consumers. *'ser"ing this situationof the consumers. *'ser"ing this situation

ACI +imited, one of the leading conglomerates ACI +imited, one of the leading conglomeratesof the countr , decided to o er the consumers theof the countr , decided to o er the consumers the-nest ualit of edi'le salt com!ara'le to an -nest ualit of edi'le salt com!ara'le to an international 'rand and thus contri'ute tointernational 'rand and thus contri'ute toenrich the ualit of life of !eo!le which isenrich the ualit of life of !eo!le which isin line with ACI/s cor!orate mission.in line with ACI/s cor!orate mission.


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ACI Salt ACI Salt

Situation anal sis:Situation anal

sis:

#.#. Internal Situation:Internal Situation: +eadershi!:+eadershi

!: Infrastructure:Infrastructure:

&irm/s Product Ser"ice:&irm/s Product Ser"ice:

Financial Abilities: Financial Abilities: Human Resources: Human Resources:

Machines: Machines:


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ACI Salt ACI Salt

S$%& Analysis:S$%& Anal ysis:

Stren ths:Stre n ths: 'uality 'uality Pioneer in ne( technolo y Pioneer in ne( technolo y Public "ma e Public "ma e


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ACI Salt ACI Salt

$ea)ness:$ea)ness:*+*+ ,ess Supply ,ess S upply

-+ -+ Hi h production cost Hi h production cost.+.+ /ery (hite colored salt/er y (hite colored salt

created misconceptioncreated misconce ption


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ACI Salt ACI Salt

&hreats:&hreats:

1.1. New competitors New competitors 2.2. Not bei ! "b#e to meet $em" $ Not bei ! "b#e to meet $em" $

%.%. B" t"&e o'' o importi ! s"#t B" t"&e o'' o importi ! s"#t


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ACI Salt ACI Salt

I1C o' ecti"es:I1C o ' ecti"es:

1.1. To educate consumers about the reposition ofTo educate consumers about the reposition of

ACI salts image from 100% pure toACI salts image from 100% pure to

Medha i!ashe Saha""o #oreMedha i!ashe Saha""o #ore

$helps to enhance brilliance b& '00(.$helps to enhance brilliance b& '00(.


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ACI Salt ACI Salt'. To create consumer a)areness about the'. To create consumer a)areness about the

necessit& of right amount of Iodinesnecessit& of right amount of Iodinespresence in salt b& '00(.presence in salt b& '00(.

*. To create an association )ith*. To create an association )ith+ + isshasahitto #endro, and )or! togetherisshasahitto #endro, and )or! together

)ith them to build an enlightened and)ith them to build an enlightened and meritorious angladesh.meritorious angladesh.


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I1C *' . 3Contd.4I1C *' . 3Contd.4-. To increase our mar!et share b& % )ithin-. To increase our mar!et share b& % )ithin

ne/t * &ears.ne/t * &ears.

. To put up another factor& of ACI SA T in. To put up another factor& of ACI SA T in

Chittagong b& the middle of '010.Chittagong b& the middle of '010.

. To e/pand distribution of ACI SA T in. To e/pand distribution of ACI SA T in

#hulna district )ithin 10 months.#hulna district )ithin 10 months.


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ACI Salt ACI Salt

Positioning Strategies:Positionin g Strategies:

ACI Salt )as launched at a premium price2ACI Salt )as launched at a premium price2

' % higher that most of the competitors.' % higher that most of the competitors.

The core functional benefits )ere used as theThe core functional benefits )ere used as thereasons to belie3e ACI Salts claim that dreamsreasons to belie3e ACI Salts claim that dreams

of a brilliant angladesh. This campaign alsoof a brilliant angladesh. This campaign also

became 3er& successful especiall& in establishingbecame 3er& successful especiall& in establishing emotional attachment )ith the targetemotional attachment )ith the target

consumers based on the functional pillars ofconsumers based on the functional pillars ofproper iodi4ation and purit&.proper iodi4ation and purit&.


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ACI Salt ACI SaltMedia Mi/5Media Mi/5 Media mix is the com inationMedia mix is the com ination!or a promotional campaign" Media mix!or a promotional campaign" Media mixdecisions are t#picall# ased on se$eraldecisions are t#picall# ased on se$eral!actors like cost per contact, reach"!actors like cost per contact, reach"%re&uenc#, target audience considerations,%re&uenc#, target audience considerations,

!lexi ilit# o! the medium, noise le$el and!lexi ilit# o! the medium, noise le$el andthe li!e span o! the medium"the li!e span o! the medium"

&/:&/: Mass co1era e Mass co1era e Creati1ity and "mpactCreati1it y and "mpact


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ACI Salt ACI Salt

(ews!a!ers:(ew s!a!ers: Hi h co1era e Hi h co1era e

&imely &imel y

Ma a2ines: Ma a2ines:

Se mentation potentialSe mentation potential ,on e1ity , on e1ity


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ACI Salt ACI SaltOt(er O)t$oor *e$i)ms o' promotio )se$Ot(er O)t$oor *e$i)ms o' promotio )se$b+ AC, s"#t:b + AC, s"#t:

-(op si! -(o p si! B" ers " $ Festoo s: B" ers " $ Festoo s: B)s p"i ti ! B)s s(e#ters -tic&er /"## p"i t: B) s p"i ti ! B)s s(e#ters -tic&er /"## p"i t: Iftaar Timing5Iftaar Timin g5

illboards5illboards56ha!a International Trade 7air6ha!a International Trade 7air$6IT7 '010 and on)ards$6IT7 '010 and on)ards


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ACI Salt ACI SaltOt(er O)t$oor *e$i)ms o' promotio )se$ b+Ot(er O)t$oor *e$i)ms o' promotio )se$ b+

AC, s"#t: AC, s"#t:

S!onsoring cooking !rograms and reci!es,S !onsoring cooking !rograms and reci!es,

Planning to s!onser Siddi a 6a'ir/s 7eci!e8Plannin g to s!onser Siddi a 6a'ir/s 7eci!e8

S!ecial !romotionS !ecial !romotion


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ACI Salt ACI Salt

Ad a ency: Ad a ency:

"n house Ad a ency: "n house Ad a ency: AC" Creati1e AC" Creati1eCommunications+Communications+

%utside Ad a ency:%utside Ad a ency: Protishobdo ProtishobdoCommunications+Communications+


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ACI Salt ACI Salt

7ecommendation:7ecommendation:

#.#. ACI salt neglects the immense !ower of ACI salt ne glects the immense !ower ofradio !romotion. 7adio has 'een gainingradio !romotion. 7adio has 'een gaining!o!ularit since the introduction of &1!o!ularit since the introduction of &1radios like 7adio &oorti, 7adio 9oda .radios like 7adio &oorti , 7adio 9oda .


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ACI Salt ACI Salt AC salt deemed its promotional budget. %o' AC salt deemed its promotional budget. %o'

(e recommend them to carry on their promotional(e recommend them to carry on their promotionalcampaign as be)ore so that consumers do not )orgetcampaign as be)ore so that consumers do not )orget

about them .about them .

AC salt can ta e up a pro*ect (here they (ill AC salt can ta e up a pro*ect (here they (illprovide salt to only rural customers at a lo(er rateprovide salt to only rural customers at a lo(er ratethan it is sold in cities as a part o) theirthan it is sold in cities as a part o) their

Corporate %ocial +esponsibility.Corporate %ocial +esponsibility.


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9hank ou9hank ou

aci limited-final slides

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