MARKETING CASE ANALYSIS OF ACI AEROSOL

SUBMITTED TO AHM Ehsanul Huda Chowdhury (BBA director)

Submitted by : RAISUL ISLAM ID: 07-09243-2 Overview of a brand ACI AEROSOL:

Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh, with a multinational heritage. They have a mission to achieve business excellence through quality by understanding, accepting, meeting and exceeding customer expectations. They follow International Standards on Quality Management System to ensure consistent quality of products and services to achieve customer satisfaction. ACI Aerosol is on of the proud products that consist the part of their Consumer Brands division. 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.

Overview of the market of ACI AEROSOL : Overview of the market of ACI aerosol is basically divided on 2 sides. One is Domestic another is international. Domestic market Being a developing country, overview of the market of ACI aerosol is very well. They always try to improve their market situation. Thats why ACI aerosol has been able to maintain its growth through its innovative marketing strategies. In Bangladesh, ACI introduced the concept of quality management system by being the company to which has achieve ISO 9001 certification that reflects its commitment to quality in every aspect of business.ACI aerosol covers the community of whole Bangladesh based in both urban and rural markets, through its 18 strategically located depots. International market The continuous growth of ACI, the company has started exploring international markets. The quality of ACI products, strengthened by its ISO 9001 certification, has brought immediate success in Sri Lanka, Yemen, Myanmar and Vietnam.

The different product under the brand:

One of the most common problems people face in Bangladesh is the irritation of insects like mosquitos. Many diseases like Malaria, Dengue and others are transmitted to human by insects. ACI came up with an effective solution to this problem and offered a range of insect killing products like ACI Aerosol Spray. Since its inception in 1967, ACI Aerosol has been the number one choice of consumers in Bangladesh. The effort to ensure the highest quality has helped ACI to be THE MOST EFFECTIVE MOSQUITO KILLER. To meet the requirement of consumers of different socio economic group. There is actually no different product under the brand of ACI Aerosol. But ACI Aerosol is available all around the country in four different pack sizes. They are: 800 ml, 475 ml, 350 ml and 250 ml.

pricing of the product:

To establish a selling price for a product no matter what type of product is selling, the price will charge for customers or clients will have a direct effect on the success of business. Though pricing strategies can be complex, the basic rules of pricing are straight forward. Those are: All prices must cover costs and profits. The most effective way to lower prices is to lower costs. Review prices frequently to assure that they reflect the dynamics of cost, market demand, response to the competition, and profit objectives. Prices must be established to assure sales. As for Aci aerosol they also follow this strategies. The price of aci aerosols is not so high. The large sizes ACI aerosols price is 600 Tk. And the smallest size Aci aerosols price is 220 Tk.

communication strategy of the brand :

communications is the most important part of Marketing Strategy. Its actually helps to communicate to the target customer. Aci aerosol also used some communication strategy to communicate the customer. 1.) Television Advertising: This method is meant for promoting a product or service on television. In this method the advertisements are shown in the breaks of popular programs. As for communicating to that people Aci aerosol also do Television Advertising. They actually become more successful for television advertisement of their product. 2.) Print Advertising: There are many popular Newspapers and Magazines. Advertising in the relevant part of a relevant magazine can work in favor of the product or service, as more than often people associate the advertisement with the reputation of the Newspaper or Magazine. As for Aci aerosol it also helped them to become more successful. They have done so much print advertising as for that they become successful.

Distribution strategy of the brand :

The company maintains strategically located sales centers in nineteen different locations across the country. It has developed an advanced distribution system through its more than 300 skilled and trained manpower and a large fleet over eighty vehicles. The distribution system is capable of handling continuing volume of diverse range of products from the various businesses. The company's distribution centers are highly streamlined, computerized and automated. They are capable of maintaining of products. The combination of this advanced function and multidimensional capabilities made it possible to handle hundreds of products efficiently.

Comparative forces in the market ( the competitor):

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. ACI Aerosol is the persistent performers in keeping the household free from mosquito. The ACI aerosol has also emerged as a formidable opponent to both the mosquito and the competition, by providing effective and affordable solution to the conscious people of Bangladesh. In Bangladesh the main competitor of ACI aerosol is Mortein aerosol. They are actually leading supplier for aerosol. They are also capable to supply with a very competitive price. Their market demand is very good. So thats why I think they are the main competitor of ACI aerosol.

Swot analysis :

The meaning of swot analysis is Strengths, Weaknesses, Opportunities, Threats. As for ACI aerosol swot analysis are: Strengths ACI aerosol has been able to maintain its growth above the market growth. Market category of ACI aerosol is A. The quality of Aci aerosol which has got ISO 9001 certification. ACI aerosol is the first company in Bangladesh to obtain certification of Quality .

Weaknesses Return On Equity is decreased in 2004 than the previous year. Their aerosol have moderate brand image on rural areas.

Opportunities Aci aerosol High potentiality in export sector. Aci aerosol bargaining power of suppliers and buyers is low.

Threats Their aerosol industry is competitive. Aerosol export may be reduced if world economy is affected.

REFERENCES:

www.aci-bd.com
www.aci-bd.com/home-care-products.php www.scribd.com