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

The Company

Comprised of 3 primary SBUs

Established in 1968.

Agribusiness

Pharmaceuticals

Consumer Products

Subsidiary of ICI UK PLC

SquareCompetes with ACI on all

product fronts.

PranCompetes with ACI Foods

Limited

Competitors Analysis

Brand Loyalty

Product Range

Perceptual Map

Occasion, Benefits, Usage Rate, Loyalty Status

Segmentation

Behavioral

DemographicAge, Income Level, Gender, Household

Size

Lifestyles, Social Class, Personality Characteristics

Psychographic

Targeting Strategies

Undifferentiated Concentrated

Commodity Foods, Household

Insecticides, Antiseptic Personal Care, Home Care, Electrical Division

Female Hygiene Products, Consumer

Electronics

Targeting

Working Class Lower-middle Class Middle Class Upper-middle

Class Upper Class

AerosolMosquito

CoilAntiseptic, Personal & Home CareCommodity

FoodsConsumer

Electronics

Marketing Mix

ACI Ltd.ProductPricePlacePromotion

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.

Price

Cost-plus Pricing

Competition-based

Pricing

Product-line Pricing

Psychological Pricing

PlaceSales Centers –

19 Territory-wise

Local Distribution

Skilled Manpower - 300

Year 2008 In-house Logistics: ‘Shwapno’

5 Countries Exported to

Promotion

Strategy – Push

Advertising – TVCRadio Commercials

BillboardsNewspapers

Sales PromotionPersonal SellingDITF Mega Stalls

Public RelationsPress ReleasesFacebook Page

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

Corporate Social Responsibility

Environmental Regulation Compliance

Conserve NaturalResources

Prevent Pollution andEnvironmental Degradation

Adopt Modern Waste Management Technology

Create Awarenessamong Employees

Communicate aboutEnvironmental issues

Corporate Social Responsibility

Children’s EducationPrograms

Continued Medical Education for medicalProfessionals

Recommendations

Improvements to Shwapno

More promotional spending on weaker brands R&D into new or improved productsLive demonstration of cooking products

Question and Answer Session