Welcome To Our Presentation

Submitted by-

Bhuiyan, 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 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 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

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.

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.

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

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;

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 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.

ACI Product Mix Table

Upward line stretching

Downward line stretching