Contents

Introduction:................................................................................................................................................2

Existing Social Media Branding/Marketing Plan:.......................................................................................2

Number of Social platform Reach:..............................................................................................................4

Engagement and Unique Campaigns:..........................................................................................................4

Strengths and Weaknesses:..........................................................................................................................5

Recommendation:........................................................................................................................................5

Revised Social Media Branding/Marketing Plan:........................................................................................5

Expected number of social platform reach:.................................................................................................6

Engagement and Unique Campaigns Ideas:.................................................................................................6

Probable Strengths and Weaknesses:...........................................................................................................6

Conclusion:.................................................................................................................................................6
 ACI Limited
Introduction:
Imperial Chemical Industries (ICI) Bangladesh Manufacturers Limited, subsidiary of known
multinational pharmaceutical ICI Plc., established in Dhaka in 1973 and was a listed
Public Ltd. under DSE on 1976. In 1992, ICI Plc. divested its shareholding through a
national management takeover and also the name was changed to Advanced Chemical Industries
(ACI) Limited. ACI aims to follow International Standards on Quality Management System to
make sure the consistency in maintaining quality of the wide selection of products and
services to achieve consumer satisfaction. ACI also meets all necessary national regulatory
requirements that relates to run all its current business and confirms that company properly
follows the Good Manufacturing Practices (GMP) recommended by World Health Organization.
This all became possible for ACI, because it has the aim to attain business excellence through
quality by understanding, accepting, meeting and exceeding customer expectations.

Existing Social Media Branding/Marketing Plan:

Before looking into the different aspects of social media branding or marketing plans which are
already existing in action, it is important to understand the various businesses of ACI Limited.

They different aspects of business of ACI Limited are as following:

 ACI Salt Limited
ACI Pure Flour Limited
ACI Foods Limited
Tetley ACI (Bangladesh) Limited
Asian Consumer Care Pvt. Limited
ACI Logistics Limited
Consumer Brands Premiaflex Plastics Limited
and Commodity Creative Communication Limited
ACI Edible Oils Limited
Products

ACI Formulations Limited

ACI Godrej Agro Pvt. Limited
ACI Motors Limited
ACI Agrolink Limited

Agribusinesses

ACI Chemicals Limited

ACI HealthCare Limited
ACI Biotech Limited

Pharmaceuticals

ACI Limited being a thorough distributor all along Bangladesh and being a global exporter to
over 10 countries in across 3 continents of the world, has quite comparatively lower social media
marketing existent till date. Till now, the only social media presence ACI Limited has is on 2
social media platform, namely, Facebook and YouTube.

Number of Social platform Reach:

There is a quite interesting social media branding plan existent in the present scenario of ACI
Limited. Though there is only use of two social media platforms, but there has been certain plans
about choosing segmentations as a strategy to attract individual and cumulative more people
engagement and reach.

Over the video-content specific platform YouTube, ACI Limited has quite a couple of individual
channels for different sections of their business. The main channel they possess is named
generically as, “ACI Limited” with approximately around 600 subscribers and roughly around
1000 views per videos. The next channel, “ACI Foods” has around hundred subscribers without
even launching any video. “ACI Crop Care” has around 10.6k subscribers and an average two
thousand views per video. “ACI Motors” plays a big role in reaching target audience with a big
pool of subscribers amounting to be around 54 thousand which also made an impact in creating
successful reach and ensures approximately around 2000+ views per video in the channel.

In Facebook, the public engagement as well as the overall social media marketing is not that
much efficient as it is observed from the presently implied branding plan. The main Facebook
page of “ACI Limited” is not specifically identified, not also the concern of verification is a valid
question in the scenario. There is exactly two different business page with the name “ACI
Limited” being of different genres of industry and expecting them to be both operated under for
concerned reasons, both the pages have different variations of social media reach. One page has
a total likes count of around 4 thousand fan, followers, while the other, comparatively bigger, has
a fan-following of around 27 thousand people. Expecting from the post reactions and the fan-
following records, it is expected that over the Facebook, ACI Limited has a cumulative reach of
around 50 thousand people in particular.

Engagement and Unique Campaigns:

The YouTube branding plan has been a phenomenal one with individual channels for the
acquisition of interest and attention of certain categorical potential clients and existing business
partners of ACI Limited.
Segmentation of industry and service based individual branding has been a very unique approach
of ACI to promote the different types of businesses they are involved in on a regular basis.

Strengths and Weaknesses:

Facebook media branding campaign which are already running seem not quite efficient and
effective if evaluated under result-driving capability of customer convincing or target lead
acquisitions process appraisal.

Bringing in customer and general mass-engaging promotional videos for the purpose of
knowledge sharing and upbringing the benefits of their own products and services in fulfilling
the necessary requirements under such scenario is a perfect example of experiential integrated
branding using YouTube. ACI Limited has been impressively successful in driving the attention
of mass people for their benefit of business in these sectors.

Recommendation:
The present branding of ACI Limited over social media platform certainly has a lots of places to
develop and gain a stronger position from the aspect of business development and growth
through social media marketing plan implementation.

Revised Social Media Branding/Marketing Plan:

Inclusion of varied number of purpose specific social media platform like Instagram and
LinkedIn is a demand of the time. Also, including the exchange of various posts of specific
platform to be generated in another platform is a tactics which can bring a big booster in reach
and public engagements. Reposting the videos of YouTube in any other of the video shareable
platforms, Facebook or even Instagram would bring in a big difference ensuring the branding
plan to be a greatly successful one indeed.

Continuity of engagement through deliberate branding activities and customer or general mass
query and communication feedback is also a very important aspect which should be introduced
in the revision of the social media marketing plan.
Expected number of social platform reach:
An expected overall more coverage of 30% more reach to mass people, that too with high
effectiveness and efficiency can be achieved, if the above suggested revisions are looked up to in
accomplishing the social media marketing of ACI Limited.

Engagement and Unique Campaigns Ideas:

Instagram reels, LinkedIn’s professional post have specific purposes of branding. The B2B Sales
generation lead finding through specialized content posting in LinkedIn is a very effective way
of social media branding in the modern world and with the growing digitalization in Bangladesh
and lockdown situation encompassing the use of digital media to be better option, a professional
social media would be a very effective way of establishing some brand statement and reputation.

Instagram being the fastest growing social media, can make a high difference in engaging people
in mass numbers, gradually motivating them to become long-time customers, with the passage of
time.

Probable Strengths and Weaknesses:

Initial re-empowering of the marketing department with highly interactive and tech-savvy people
might be a challenge for some time. Also their remains of a slight risk of the mass people
absorbing the social media promotions and branding relatively later than expected time-span. On
the contrary, ACI Limited would be the pioneering local conglomerate with such a diverse yet
customer acquisition friendly branding initiative in the country.

Conclusion:
The above discussions were either to discuss broadly, existing branding or marketing plans of
ACI Limited and the scopes of revision, and estimation of future success possibilities based on
an insight on the existing condition of social media marketing or branding plan of ACI Limited.
ACI Limited, if following the suggested improvement aspects, try to implement a more
competitive branding or marketing plan would be much more successful in terms of generating
more business from the marketing plan and earn more revenue from the overall business
operation.