1 / 21

Welcome To Our Presentation

Welcome To Our Presentation. Md Al-amin ID: Alam, Md. Alnasif ID: 14666-3. Submitted by- Bhuiyan, Md Ilius ID: 09-13764-2 Hasan, Jonayet ID: 09-13742-2 Safa, Kayis ID: 09-13714-2. Marketing Management.

ailsa
Download Presentation

Welcome To Our Presentation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Welcome To Our Presentation

  2. Md Al-amin ID: Alam, Md. Alnasif ID: 14666-3 Submitted by- Bhuiyan, Md Ilius ID: 09-13764-2 Hasan, Jonayet ID: 09-13742-2 Safa, Kayis ID: 09-13714-2

  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 • 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 • 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 & AnalysisPricing of ACI products

  11. Cont……………

  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)

  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: 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

More Related