ACI LIMITED

GROUP MEMBERS :

MD .RASEL SARKAR 08-12384-3ISLAM, RAIHAN 07-08884-2SHABBIR RAHMAN 08-12487-3MD .MUJAMMEL HOSSEN 08-12412-3SAFAYAT S.M.NAZMUS 08-12382-3

Topics to be covered

INTRODUCTION

BRAND PROFILE

MARKETING MIX

CONCLUSION

Introduction

Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh, with a multinational heritage. They have a mission to achieve business excellence through quality by understanding, accepting, meeting and exceeding customer expectations. They follow International Standards on Quality Management System to ensure consistent quality of products and services to achieve customer satisfaction.

The necessity of pure food in consumers’ mind especially in the commodity food business has pushed ACI to fill up the market demand by producing food products. ACI Foods limited is engaged in manufacturing, marketing, and distribution food products and condiment under the brand names of PURE and FUN. Their portfolio covers practically basic spices, mixed spices, cereals, edible oil, snacks and confectionary categories.

ACI foods limited exports PURE and FUN Brand products to Australia, UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries to come into the list.

Company Profile

ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the then East Pakistan in 1968. After independence the company has been incorporated in Bangladesh on the 24th of January 1973 as ICI Bangladesh Manufacturers Limited and also as Public Limited Company. This Company also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its first trading of shares took place on 9 March, 1994. 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. Listing with Chittagong Stock Exchange was made on 22 October 1995.

ACI meets all national regulatory requirements relating to its current businesses and ensures that current Good Manufacturing Practices (cGMP) as recommended by World Health Organization (WHO) is followed properly. ACI has been accepted as a Founding Member of the Community of Global Growth Companies by the World Economic Forum which is the most prestigious business networking organization. ACI is committed to the pursuit of excellence through world-class products, innovative processes and empowered employees to provide the highest level of satisfaction to its customers. Their values are for quality, customer focus, fairness, transparency, continuous improvement and innovation.

Brand Profiles

Basic Spices: “Discover the pure warmth of Bangladeshi love”

From the country of hospitality, presenting “ACI Pure Spices”. They believe the value of spices lies in the natural trait of spices, volatile oil is very essential for retaining natural color and aroma of spices. Their unique “Impact Classifying Milling” technology with its temperature control grinding feature, keep the volatile oil of fresh spices intact. Famous Bangladeshi brand, ACI Pure Spices takes pride in delivering all the natural goodness of spices so that we can serve great tasting foods to the ones we care.

Pure Chilli:

Pure Chilli is grinded form the best variety of chilli. It provides bright red color with high hotness.

Ingredient: Chilli.Net Weight:

For Export- 100g, 200g, 400g, 1000g. For Local- 15g, 50g, 100g, 200g, 500g, 1000g

“Marketing mix”

PRODUCTSACI Consumer Brands was initiated in 1995 with two major brands of the company – ACI Aerosol and Savlon. These are two of most prestigious products which are enjoying the leadership position in the market. The division started to take new businesses through off shore trading as well as local manufacturing. In this process ACI Consumer Brands launched many new products and also bonded with Joint Venture business relationships with ‘Dauber India’ and ‘Tetley UK’ and attained international alliances with world renowned companies.

Home Care Products :

ACI Limited is proud of the products that consist this part 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 been enjoying the market leadership position since its marketing in 1967. ACI Aerosol is produced through a unique process of production and quality checking. The Formulation Factory of ACI Aerosol is situated in Rajabari, Gazipur. This factory was established with the technical collaboration of UNDP. The product is one of its kinds with unique fragrance and mosquito killing ability. It is fully free from any environmentally perilous material like CFC. ACI Aerosol has four different pack sizes. They are: 250 ml, 350ml, 475 ml and 800 ml.

Air Car Products :

ACI has another very attractive product in this Air Care category with Angelic Fresh AirFreshener. This is the first ever locally manufactured Air Freshener of this country whose fragrances has been seriously applauded by the users and has become market leader in two years time. Angelic Air Freshener has two variants based on two serene fragrances. They are: Citrus Burst and Orchid Breeze.

Hygiene Products :

ACI has another very strong range of products in its Hygiene Product category. Savlon is almost an essential product in every home of this country. Savlon Liquid Antiseptic is

the highest selling antiseptics. It is used in minor burn, cut and abrasion. Savlon has unique proportion to heal and sooth wound and protect from infection. It washes the

wound, heals and protects instantly from getting infection. It has more than 75% market share of its category. Savlon Liquid Antiseptic has four pack sizes. They are: 56 ml,

112 ml, 500 ml, and 1 liter. Savlon Antiseptic Cream is another range of products in Hygiene Product category. The product is basically another disinfectant for using only on skin surfaces. It also cleans the wound, soothes and heals the pain. It has a special effect on skin-cut or wounds because it can stay for longer time on the impact area than Savlon liquid

antiseptic. Savlon Antiseptic Cream is routinely used in almost 90% of the country’s Hair Cutting salon as after shave antiseptic. It has two pack sizes: 30 gm and 60 gm.

Savlon liquid Soap is a powerful hand wash which not only kills bacteria but also moisturizes the skin. Savlon liquid Soap has two pack sizes. They are: 250 ml, 1000ml.

250 ml pack has both dispenser and refill pack.

Air Care Products :

Distribution

The company maintains strategically located sales centers in nineteen different locations across the

country. It has developed an advanced distribution system through its more than 300 skilled and trained manpower and a large fleet over eighty vehicles. The distribution

system is capable of handling continuing volume of diverse range of products from the various businesses.

The company's distribution centers are highly streamlined, computerized and automated. We are capable of maintaining a cold chain for some specialized range of products such as vaccines and insulin. The combination of this advanced function and multidimensional capabilities made it possible to handle hundreds of products efficiently

Pricing Value of products

Pharmaceuticals :

ACI carries the legacy of ICI- world renowned British Multinational in providing the people of Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical plant represents Bangladesh's quest for a truly world class manufacturing facility. ACI's rich heritage leads to innovative and higher value added formulations.

Agribusinesses :

ACI Agribusiness is the largest integrator in Bangladesh in Agriculture, Livestock and Fisheries and deals with Crop Protection, Seed, Fertilizer, Agrimachineries, and Animal Health products. These businesses have glorified presence in 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 Health supplies high quality Nutritional, Veterinary and Poultry medicines and vaccines.

Consumer Brands & Commodity Products : The Consumer Brands Division boasts in having an unequivocal

presence in consumers' heart with the market leading brands like ACI Aerosol, ACI Mosquito Coil, Savlon. These are the persistent performers in keeping the household clean and free from germs and harmful insects.

The necessity of pure food in the minds of Bangladeshi consumers especially in the commodity food business has pushed ACI to fill up the market gap by producing commodity products such as Salt, Flour and Spices. Now the customers of Bangladesh are ensured with 100% pure Salt, Spices products and Wheat products under the brand name of "ACI Pure".

Conclusion

ACI is the one of the renowned company in our country. The seed that was planted in the year 1968 now has become a tree. The process of working was not so easy for us. After a thousand miles walk, the company now opened a new horizon in Bangladesh manufacturing world. From the foundation we always believed in nation building activities. It may bring more achievement and increase their concern in future. For report purpose we knew about the company. It’s not enough because we get less information about their customer relationships and partnering to build customer relationships. Overall we satisfied with our report.