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INTRODUCTION

Company overview

Established in 1968, ACI is one of the leading conglomerates in Bangladesh. The company has diversified its operations into four major businesses- 

• Pharmaceuticals

• Consumer Brands & Commodity Products

• Agribusinesses- Seeds, Livestock & Fisheries, Fertilizer, insecticides

• Super Chain Shop Shopno, which is a recent venture

Syed Alamgir, the Executive Director, claimed that it is the 5th largest pharmaceuticals and the largest agribusiness company in Bangladesh

”ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the then East Pakistan in 1968,” he said.  

After Independence, the company has been incorporated in Bangladesh as ICI Bangladesh Manufacturers Limited and also as a Public Limited Company. Later on May 5, 1992 ICI was registered in the name of Advanced Chemical Industries Limited (ACI), he added. 

ACI is not only selling products in Bangladesh, it is also exporting its products to different countries of the world and earning foreign currency.  

At present, it is exporting its consumer brands & commodity products to 13 countries including Saudi Arabia, Dubai, Qatar, Doha, USA, and the UK, and pharmaceuticals products to 5 countries including Myanmar and Sri Lanka. 

“The demand of consumer brands & commodity products is more in those countries where Bangladeshis live,” he said adding that pharmaceutical products go to those countries where they do not have their own pharmaceutical technology. 

Consumer Brands & Commodity Products

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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".

ACI also represents the world renowned product range of Colgate, Nivea, Tetley, Godrej &

Dabur in Bangladesh through distribution and forming joint ventures.

Our Mission, Vision & Values

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Our Mission

ACI’s mission is to enrich the quality of life of people through responsible application of knowledge, skills and technology. 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.

Our Vision

To realize the mission ACI will:

Endeavor to attain a position of leadership in each category of its businesses. Attain a high level of productivity in all its operations through effective and efficient use

of resources, adoption of appropriate technology and alignment with our core competencies.

Develop its employees by encouraging empowerment and rewarding innovation.

Promote an environment for learning and personal growth of its employees.

Our Values

Quality Customer Focus

Fairness

Transparency

Continuous Improvement

Innovation

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Objectives of the study

The Marketing Mix

Consumer Brands & Commodity Products

Products

ACI home care

Hygiene Products

Air Care Products

International Alliances

ACI Consumer Electronics

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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.

ACI Mosquito Coil is another product of the Home Care category products of ACI Consumer Brands. It is also produced in ACI Formulations. ACI Mosquito Coil also has some differentiation based on color, shape and fragrance. These are: ACI Mosquito Coil Green, ACI Super Coil and ACI Super Plus High Booster Coil. ACI Coils enjoys very predominant position and fighting to become absolute leader in the market place.

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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.

Savlon range takes care of almost all the aspects of hygiene of a family. For bath time pleasure and protection from bacteria and also a stress less shower, ACI Consumer Brands has Savlon Family Protection Soap in two different sizes: 70 gm and 100 gm.

For feminine hygiene ACI launched Savlon Femme Sanitary Napkin last year. This product is very good in quality as it has ‘Super Absorbent Polymer’ to keep its user dry for whole day. The product has two variants: Regular and Heavy Flow.

ACI has introduced a high quality toilet cleaner for the disinfection and cleaning in the brand name of Vanish Toilet Cleaner. The product kills bacteria in the toilet, fragrances the surroundings and keeps the toilet sparkling.

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Air Care Products

ACI has another very attractive product in this Air Care category with Angelic Fresh Air

Freshener. 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.

International Alliances

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Oral Care: Colgate Palmolive

ACI represents Colgate Palmolive Company as exclusive marketing partner and distributor for the territory of Bangladesh. Colgate is the world wide leader of the oral care products category. The products have a high demand among the consumers of Bangladesh like any where in the world. Colgate tooth paste removes plaque and keeps the mouth fresh for long time. Colgate herbal toothpaste is a unique kind of herbal solution for teeth and gum related problems and has a very high demand among consumers.

Personal Care: Nivea

ACI was appointed as sole distributor and marketing partner of Beiersdorf AG, Germany the manufacturer of Nivea brand products.

The products are best in their category in respect of quality. Nivea products are getting popular day by day in Bangladesh.

Hair Care: Godrej

We represent Godrej Consumer Products Limited to market their products.

Currently the demands of Godrej hair dye products are on sharp rise.

Low Calorie Sweetener: Merisant

ACI consumer Brand markets low calorie sweetener products of Merisant for weight conscious customers and also for them who want to avoid direct sugar. The products are: Canderel and Equal both in tablet and powder form.

ACI Consumer Electronics

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World renowned electronics company Panasonic and ACI Limited has joined together to bring the Panasonic Audio Visual products to Bangladeshi consumers. The association was formally announced on the 16th of April through the launching ceremony in Bangladesh China Friendship Conference Center. Under this arrangement with Panasonic regional office in Singapore, ACI Consumer Electronics, a newly formed division in ACI Consumer Brands SBU will market the Panasonic AV products in Bangladesh.

Panasonic has a rich range of AV products comprising of High Definition LCD and Plasma Television, Home Theatre system, DVD and Blu-ray DVD player, Digital Still Camera & Camcorder. The LCD and Plasma TVs are marketed under Panasonic VIERA brand and the Cameras are marketed under LUMIX brand.

For the easy-availability of these products to the customers, ACI Consumer Electronics has already appointed 11 dealers inside Dhaka and 5 dealers outside, who will carry the Panasonic products for display and sales purpose.

METHOLOGY OF THE STUDY

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1 Sources of information:

1.1. Primary:

We will use the data for our term paper as we go to the company and take interview of the manager, employees and customers and ask them relevant question about the effect of ethical code we will prepare set of question and ask them to fill it up.

1.2. Secondary:

We will search their web site or can sent questionnaire by e-mail and ask them to fill it up by internet.

2 Research approach

We will be based mainly on the survey in the company for our term paper. We will go to the company and ask relevant question to the manager and employees and will collect the data. We will also research is web site of the company.

3. Research tools

3.1. Questionnaire:

For collecting data we will use a set of relevant question to ask the manager and employees to fill it up. The questionnaire will be in MCQ type and open ended.

3.2. Mechanical tools:

For our report we will use computer and its software like Microsoft word, excel and the internet for browsing for information.

4. Contact method:

4.1 Personal interview:

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We will mainly base on personal interview as contact method for collecting data for our term paper. We will give the questionnaire and ask to fill it up

4.2 Mail questionnaire:

If there are any difficulties in direct interview then we will send questionnaire by e-mail.

4.3 Phone calls:

For more information we will also use mobile and land phone to contract with them

FINDINGS AND ANALYSIS Analysis of Questionnaire

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#Research results that we found by taking the interview from employees with suggestions.

Q 1:- Are you satisfied with the product performance?

A) YES B) NO

Total Respondents→18Answer ResponseYes 67%No 33%

67%

33%

Yes No

Analysis: - That means the majority people are happy with the products performance.

Q 2:- Are you satisfied with the product price?

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A) YES B) NO

Total Respondents→18 Answer ResponseYes 88%No 12%

88%

12%

Yes No

Analysis: - From the graphical interpretation, we are assured that more people are satisfied with the products price.

Q 3:- Do the products are available at everywhere?

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A)AGREE B) MODERATELY AGREE C) DISAGREE

Total Respondents→18 Answer ResponseAGREE 14MODERATELY AGREE 0DISAGREE 4

14

0

4 Agree

ModeratelyAgreeDisagree

Analysis: - The majorities think that the products are largely available at everywhere.

Q 4:- Is the product useful?A) YES B) NO

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Total Respondents→18 Answer ResponseYes 11No 7

Total Respondents=18

Yes61%

No39%

Analysis: - From our analysis, we can say that the consumers think that the products are not useful for them. So the company must have to increase their products feather and service.

Q 5:- Does it maintain good quality?

A) AGREE B) MODERATELY AGREE C) DISAGREE

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Total Respondents→18 Answer ResponseAgree 14Moderately Agree 0Disagree 4

14

0

4

02468

101214

14 0 4

Agree Mderately Agree Disagree

Analysis: - Employees think that their innovative power is increased if they are empowered.

Q 6:- Is the product safe & effective for you to use?A) YES B) NO

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Total Respondents→18 Answer ResponseYes 15No 3

0

5

10

15

15 3

Yes No

Analysis: - From the graph we can see that more people think that the products are safe and effective for use.

Q 7:- Do you get discounts on the prices in special occasions?A) AGREE B) MODERATELY AGREE C) DISAGREE

Total Respondents→18 Answer ResponseAgree 8

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Moderately Agree 3Disagree 7

0

2

4

6

8

8 3 7

Agree Moderately Disagree

Analysis: - We think the company should give more discount to the customers to increase their sales.

Q 8:- Does the price depend on the place?

A) YES B) NO

Total Respondents→18 Answer Response

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Yes 0No 18

Total Respondents=18

Yes0%

No100%

Yes No

Analysis: - Means the customer thinks that the price is ok for everywhere.

Q 9:- Does the company give any extra facilities for their regular customers?

A) AGREE B) MODERATELY AGREE C) DISAGREE

Total Respondents→18 Answer ResponseAGREE 14MODERATELY AGREE 0DISAGREE 4

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Analysis: - Most of the customer thinks that the company gives some extra facilities to its regular and loyal customers.

Q 10:- Does the product give any disturbance for it to use?A) YES B) NO

Total Respondents→18 Answer ResponseYes 0No 18

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0%

100%

YesNo

Analysis: - The consumers don’t face any problem while using the products.

Q 11:- Does the producer give any after sell service?A) YES B) NO

Total Respondents→18 Answer ResponseYes 4No 14

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Analysis:-The company should have to increase their after sales service program.

Q 12:- What do you think that the company can develop more with their existing product and performance?

A) AGREE B) MODERATELY AGREE C) DISAGREE

Total Respondents→18 Answer ResponseAgree 14Moderately Agree 0Disagree 4

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Analysis:- That means much people think that the company will do better in future with existing product and performance.

CONCLUSION

From here, we can say that the ACI Ltd. has some strength and lacking. It has a good reputation not only in Bangladesh but also out of the country. So here is a lot of chances to develop more and become a market leader in every product category they offers.

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REFERENCE AND BIBLIOGRAPHY

Web

www.google.com

www.yahoo.com

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APPENDIX

QUESTIONNAIRE

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1. Are you satisfied with the product performance?

B) YES B) NO

2. Are you satisfied with the product price?

B) YES B) NO

3. Do the products are available at everywhere?B)AGREE B) MODERATELY AGREE C) DISAGREE

4. Is the product useful?B) YES B) NO

5. Does it maintain good quality?

B) AGREE B) MODERATELY AGREE C) DISAGREE

6. Is the product safe & effective for you to use?B) YES B) NO

7. Do you get discounts on the prices in special occasions?B) AGREE B) MODERATELY AGREE C) DISAGREE

8. Does the price depend on the place?

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B) YES B) NO

9. Does the company give any extra facilities for their regular customers?B) AGREE B) MODERATELY AGREE C) DISAGREE

10. Does the product give any disturbance for it to use?B) YES B) NO

11. Does the producer give any after sell service?B) YES B) NO

12. What do you think that the company can develop more with their existing product and performance?

B) AGREE B) MODERATELY AGREE C) DISAGREE