ACI - Advanced Chemical Industries (Marketing)
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Transcript of ACI - Advanced Chemical Industries (Marketing)
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A presentation on
Advanced Chemical Industries 59. Raisa Adiba
61. Afrida Binte Jalil 79. Shohail Ibn Mahbub 83. Shahrukh Ikhtear88. Murtaza Arshad Jilani 105. Nusha Tabassum
Principles of Marketing M301
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The Company
Comprised of 3 primary SBUs
Established in 1968.
Agribusiness
Pharmaceuticals
Consumer Products
Subsidiary of ICI UK PLC
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SquareCompetes with ACI on all
product fronts.
PranCompetes with ACI Foods
Limited
Competitors Analysis
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Brand Loyalty
Product Range
Perceptual Map
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Occasion, Benefits, Usage Rate, Loyalty Status
Segmentation
Behavioral
DemographicAge, Income Level, Gender, Household
Size
Lifestyles, Social Class, Personality Characteristics
Psychographic
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Targeting Strategies
Undifferentiated Concentrated
Commodity Foods, Household
Insecticides, Antiseptic Personal Care, Home Care, Electrical Division
Female Hygiene Products, Consumer
Electronics
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Targeting
Working Class Lower-middle Class Middle Class Upper-middle
Class Upper Class
AerosolMosquito
CoilAntiseptic, Personal & Home CareCommodity
FoodsConsumer
Electronics
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Marketing Mix
ACI Ltd.ProductPricePlacePromotion
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Product
Product Lines – 5
Antiseptics - Savlon
Household - Aerosol; Insecticides Coil
PURE & FUN Commodity Foods, i.e. Spice, Salt.
Panasonic Consumer Electronics i.e. TVs, Cameras.
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Price
Cost-plus Pricing
Competition-based
Pricing
Product-line Pricing
Psychological Pricing
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PlaceSales Centers –
19 Territory-wise
Local Distribution
Skilled Manpower - 300
Year 2008 In-house Logistics: ‘Shwapno’
5 Countries Exported to
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Promotion
Strategy – Push
Advertising – TVCRadio Commercials
BillboardsNewspapers
Sales PromotionPersonal SellingDITF Mega Stalls
Public RelationsPress ReleasesFacebook Page
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Diversified products and brands
Established brand imageLarge scale of production
Some products are not popularToo much diversificationLack of promotion in foreign markets
Presence of strong competitorsEconomic inflation Lack of technological progress
International market opportunities
Increasing average household income
Good relationship with suppliers
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Corporate Social Responsibility
Environmental Regulation Compliance
Conserve NaturalResources
Prevent Pollution andEnvironmental Degradation
Adopt Modern Waste Management Technology
Create Awarenessamong Employees
Communicate aboutEnvironmental issues
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Corporate Social Responsibility
Children’s EducationPrograms
Continued Medical Education for medicalProfessionals
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Recommendations
Improvements to Shwapno
More promotional spending on weaker brands R&D into new or improved productsLive demonstration of cooking products
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Question and Answer Session