Report on the Marketing Department of Advanced Chemical Industries (Aci) Limited

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Introduction

ACI Consumer Brands was initiated in 1995 with two major brands of the company – ACI Aerosol and Savlon. These are two of most prestigious products which are enjoying the leadership position in the market. The division started to take new businesses through off shore trading as well as local manufacturing. In this process ACI Consumer Brands launched many new products and also bonded with Joint Venture business relationships with ‘Dabur India’ and ‘Tetley UK’ and attained international alliances with world renowned companies.

Mission
�� To become one of the top most consumer product marketing companies in the country. �� To associate with any one of the major international Companies having excellent reputation and market acceptability, around the globe.

PESTEL analysis

When entering a new market, every company has to make a market analysis. One tool is the PESTLE. PESTLE is an acronym for Political, Economic, Sociological, Technological, Legal, and Environmental.

Political: The government plays a role within the operation of manufacturing these products in terms of regulations. There are potential fines set by the government on companies if they do not meet a standard of laws.

Economic: According to the IMF gradation, Bangladesh ranked as the 48th largest economy in the world in 2007. Due to low interest rates compared to other countries, it can use the borrowing on research of new products or technology. As researching for new products would cost less ACI will sell its products for less and the people will spend as they would get cheap products from ACI.

Sociological: Many people today are practicing healthier lifestyle. ACI started with ACI Aerosol and Savlon. Both the brands are concerned with making people’s lives easier and safer. The need for insecticides, soaps, and other more convenient and healthy products are important in the average person’s day to day life.

Technological: The effectiveness of company's advertising, marketing and promotional programs. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive. As the technology is getting advanced there has been introduction of new machinery all the time. Due to introduction of this machinery the production has increased tremendously then it was few years ago. ACI has several factories which use state of the-art technology to ensure top product quality.

Legal: There are legal issues concerned with the production of insecticides.

Environmental: ACI is concerned about the effect their production will have on the environment. Using chemicals may pollute the city in terms of water and air pollution. Reducing it is a big factor.

The 4 P’s

The set of marketing tools that a firm uses to pursue its marketing objectives in its target markets is called the marketing program or the 4 P’s. The four marketing tools are: product, price, promotion and place.

Product
A product is the material, program, or service that is provided to the people that a company wants to influence. A product can be defined as anything that is offered to a market’s attention, use or consumption and that might satisfy a want or need. The quality of a service is much more difficult to standardize and control than that of a product because of its variability. Every business is based on a product or an offer. A company’s objective is to make their product/offer different or better in a way in order to gain market preference and thus increased sales. In general, the marketer of a product knows that the challenge is to create a relevant product differentiation.

Price
The price is the most important P of the marketing program, next to the product itself. The price is partly dictated by consumer demand and perceived value for money. The only variable in the marketing program that must be set in relation to the other three P’s is the price. The price is different from...
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