Marketing plan on ACI pure salt

Topics: Brand, Brand management, Marketing Pages: 21 (5180 words) Published: August 12, 2014


This report explains the marketing plan for launching “ACI PURE SALT” in Afghanistan. This product is well reputed in Bangladesh but we want to lunch our product for expanding our business. In the very beginning of the report I explained short term and long term objectives of our marketing plan our short term objectives is introducing the product in the Afghanistan market and analyze the local market situation while long term objectives are analyzing market situation to sustaining market for longer period of time and create customer loyalty. In the situation analysis we examines the market situation of Afghanistan and our product adaptability of Afghans market by analyzing SWOT, PEST, Porter 5 forces & Product Growth Matrix. In SWOT analysis of the company we have found ACI has strong brand value in Bangladesh which is its strongest part of ACI but export barriers of Afghanistan are the weak part of the analysis. We have enough opportunity in this business because Afghanistan is mainly reliable on import for salt and threat is few companies are already exporting salt to Afghanistan. In The PEST Analysis identifies changes in the market caused by Political, Economic, Social and Technological factors. Porter 5 factor analysis identifies Threats of New Market Entrants, Buyer Power, Supplier power, Threats of Substitute, Competitive Rivalry. In product growth matrix we follow Market Development strategy because ACI PURE SALT is the new product for Afghanistan market. After analyzing the market we focus on marketing mix where we explore our product features such as product name, product benefit, product ingredients, product packaging & product quality. Our product price is 37 AFN & we also follow some promotional activities like advertisement in electronic & print media and also in online. We follow intensive distribution for selecting the place. Our product will be available on Grocery shops, value chain shops and area based local markets. We also focus on performance, people & process. In the branding strategy we defined our brand, brand elements, identify the brand roles & brand equity. We also analyze brand resonance pyramid for creating strong brand equity of product. Finally we have included the ethical issues of ACI PURE SALT in our report & we are trying to find out some solution of our problem of operation in recommendation part.

ACI is a one of the largest Bangladeshi conglomerates. The company operates through three reportable segments: Pharmaceuticals, Consumer Brands and Agribusiness. ACI established as the subsidiary of Imperial Chemical Industries (ICI) in 1968. It has been incorporated as ICI Bangladesh Manufacturers Limited on January 24, 1973. ICI Bangladesh Manufacturers Limited was a subsidiary of world renowned multinational ICI Plc and was a listed public limited company under Dhaka Stock Exchange. The company was renamed as Advanced Chemical Industries Limited (ACI Limited) on 5 May 1992. In 1992 ICI Plc. divested its shareholding through a management buyout and the company name was changed from ICI Bangladesh Manufacturers Limited to Advanced Chemical Industries (ACI) Limited. ACI has been accepted as a Founding Member of the Community of Global Growth Companies by the World Economic Forum which is the most prestigious business networking organization2.

We are going to lunch one of the most successful brands of ACI which is ACI PURE SALT in Afghanistan. It was launched in 2005. Within the very short period it has been enjoying the pride of the Brand Leader. The best in its kind, ACI Pure Salt is vacuum evaporated, free flowing and properly iodized. It is also very porous and free flowing. Iodine is coated in every single grain which makes it an essential product for the children; the absence of right quantity of iodine in their food may cause mental disability to them. ACI Pure Salt has won the "BEST BRAND OF BANGLADESH AWARD 2008" for unparalleled customer loyalty beating all the brands in...
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