School Of Business

MKT 201- Principles of Marketing (7)

Summer 2021

TERM PAPER on ACI New Market Plan

Submitted by
“Stellar Troop”

Rubaia Sultana Mrittika 2021477

Jannatul Farthous 1910625
Hrithik Sarker 2030369
Naimur Rahman 2020531
Mehjabeen Rahman 2020894

Submitted to
Abul Khair Jyote
Senior Lecturer, School of Business
Independent University, Bangladesh

Date of Submission: 28 August 2021

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Letter of Transmittal

28 August, 2021
To
Abul Khair Jyote
Senior Lecturer
Independent University of Bangladesh

Dear Sir,
With due respect me, we have reported on “ACI New Marketing Plan” under the course:
Principles of Marketing.

Though we are still learning, this marketing plan has enabled us to gain insight into the necessity
of new innovation of mosquito repellents by ACI Limited. We tried our level best in preparing
this marketing plan. We hope that you will find our term paper worth reading. We hope you will
appreciate our hard work and excuse the minor issues. Without your in-class presentation and of
course suggestions, this marketing plan would have been an incomplete one.

Thank you

Yours’ sincerely,

Team Stellar Troop

School of Business
Independent University of Bangladesh
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Executive Summary
ACI Limited is one of the largest company in Bangladesh. ACI limited maintain highest level of
quality at every stage of production process.

One of the most common problems people face in Bangladesh is the irritation of insects like
mosquito, cockroach and others. In 1967, ACI Aerosol has been the number one choice for
consumers in Bangladesh. Many diseases like Malaria, Dengue and others are transmitted to
human by insects. To ensure world class efficacy and safety for humans, ACI came up with an
effective solution to this problem and make some products like ACI Aerosol, Mosquito Coil and
Cockroach Killer Spray. After that those products became THE MOST EFFECTIVE INSECT
KILLER.

Since there are only a few Mosquito Repellent brands in Bangladesh, the Mosquito repellent
market has a lot of potential. ACI Ltd. 's Mosquito repellents main goal is to protect people from
disease which is caused by Mosquitoes.

In this term paper, we came with new version of Mosquito repellent under the ACI Ltd. We first
discussed about the ACI Ltd. Company and later on about current market situation, assessment
of 4P's, target market of ACI Ltd. and lastly the competitive review of the brand. Later on we
will talk about new products prospective target market, market segmentation, target markets and
4P’s of Mosquito repellent.

Objective:
Our objective of this report is to develop the marketing strategies of new and existing products.
For the production qualities which will meet the demands of local consumers.
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Table of Contents

Mission:..................................................................................................................................................4
Vision:.....................................................................................................................................................4
Current Marketing Situation....................................................................................................................5
Assessment of 4Ps..................................................................................................................................5
Target Market........................................................................................................................................9
Market Segmentation..........................................................................................................................10
Competitive Review.............................................................................................................................11
New Marketing Situation........................................................................................................................13
Product Description.............................................................................................................................13
Prospective Target Market.................................................................................................................16
Market Segmentation..........................................................................................................................17
New Market Targeting Strategies:.....................................................................................................19
New Market Assessment of 4ps:.........................................................................................................20
Conclusion................................................................................................................................................24
References................................................................................................................................................25
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Introduction:

ACI or Advanced Chemical Industries is one of the largest Bangladeshi conglomerates. Mr. M.
Anis Ud Dowla founded the ACI Limited Company in 1968 as the subsidiary of Imperial
Chemical Industries (ICI). ACI is enriched with GMP certification from Kenya, Ivory Coast, and
Philippines. ACI pharmaceuticals are exported to 30 countries of 4 continents. ACI also has
Product Marketing Approval from 15 countries. ACI is one of the top pharmaceutical companies
in Bangladesh, employing more than 5,000 people all over the country. ACI Limited Company
has an annual income of US $850 million (2020). ACI introduced the concept of quality
management system by being the first company in Bangladesh to achieve ISO 9001 certification
in 1995 and follows the policy of continuous improvement in all its operations. At present, the
company operates through three reportable segments: Pharmaceuticals, Consumer Brands and
Agribusiness.

Mission:
ACI's Mission is to enrich the quality of life of the people through responsible application of
knowledge, technology and skills. ACI is committed to the pursuit of excellence through world-
class products, innovative processes and empowered employees, to provide the highest level of
satisfaction to our customers.

Vision:

To realize the Mission, ACI will:

 Provide products and services of high and consistent quality, ensuring value for money to
our customers.

 Endeavour to attain a position of leadership in each category of our businesses.

 Develop our employees by encouraging empowerment and rewarding innovation.

 Promote an environment for learning and personal growth.

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 Attain a high level of productivity in all our operations through effective utilization of
resources and adoption of appropriate technology.

 Promote inclusive growth by encouraging and assisting our distributors and suppliers in
improving efficiency.

 Ensure superior return on investment through judicious use of resources and efficient
operations, utilizing our core competencies.

Current Marketing Situation

Assessment of 4Ps

There are many possible ways to satisfy the needs of target customers. A product can have many
different features and quality levels. Service levels can be adjusted. The package can be of
various sizes, colors or materials. The brand name and warranty can be changed. Various
advertising media – television, newspapers, magazines, radio, and billboard may be used. A
company’s own sales force or other sales specialist can be used. Different prices can be charged.
Price discounts may be given and so on. The diagram below illustrates the 4Ps of marketing that
a marketer adopts to plan the communication of a brand or product.
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Product:
One of the most common problems people face in Bangladesh is that of mosquito infestation and
mosquito borne diseases (like Malaria, Dengue etc.). ACI came up with effective solutions to
this problem and offered a range of mosquito repellant Coil in the year 2000 which quickly
gained huge popularity amongst consumers and took ACI Mosquito Coil as being the market
leader in a short period of time.

1. Quality: ACI mosquito coils are made using latest globally available active ingredients
(like Metafluthrin & D-Allethrin from Sumitomo Corporation of Japan) to ensure the best
possible solution from mosquito infestation. The usage of Active Ingredients is also done
in compliance with local regulatory standards and that set by WHO.
 
2. Variety: The existing brands of ACI Mosquito Coil are

 ACI Hi Booster
 ACI Black Fighter
 ACI Black Fighter Jumbo
 ACI Jumbo
 ACI Soonami
 ACI Tornedo. 

3. Packaging and Sizes:  To meet the requirement of consumers of different socio -

economic groups, ACI Aerosol is available all around the country in five different pack
sizes. They are: 800 ml, 475 ml, 350 ml, 250 ml, and 125ml and ACI Mosquito Coil has
6 different brands based on different shape, color, fragrance and price range

Existing ACI mosquito repellent products

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Price:
Price has a major role in developing a product. It’s also an important element in marketing mix
because it is directly related to the revenue generation and all other parts of marketing mix. To
set the price of the ACI Coil follows the product carton-based pricing strategy. Though ACI is
providing better quality than anyone in Bangladesh, they impose the same price for the
customers.

Price list of ACI mosquito repellent are: 

Products Sizes MRP(TK)

ACI Hi Booster Around 15cm (10 40 tk

pcs)

ACI Black Fighter  Around 15cm(10 pcs) 50 tk

ACI Black Fighter Jumbo Around 15cm (10 70 tk

pcs)

ACI Jumbo  Around 15cm (10 50 tk

pcs)

ACI Soonami  Around 15cm (10 65 tk

pcs)

ACI Tornedo Around 15cm (10 60 tk

pcs)

ACI Aerosol  800 ml 450 tk

ACI Aerosol 475 ml 305 tk

ACI Aerosol 350 ml 245 tk

ACI Aerosol 250 ml 185 tk

ACI Aerosol 125ml 99 tk

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ACI All-out ultra-liquid vaporizer 45 ml  179 tk 

combo

Place:
The place is the crucial part which is making the available where the customers demand are high
and the uses of the product also very high on that area. It is therefore worried with the shops or
showrooms that display products and sell their item straight. ACI Limited has a country-wide
delivery chain. In almost every district in Bangladesh, ACI Limited has its delivery levels and
each national delivery location has its sub-depots through which products are delivered by
neighboring distributors and it’s also available in every renowned online grocery shopping sites
like Chaldal, Sindabad etc.

Regional Distribution points are: “Dhaka, Savar, Dinajpur, Faridpur, Jossore, Rangpur, Bogra,
Rajshahi, Maymensingh, Tangail, Gazipur, Chittagong, Comilla, Bandarban, Maijdi, Cox’s
Bazar, Narayangang, Kustia, Khulna, Sreemangal, Sylhet, Chandpur etc”.

Regional distribution of ACI

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Promotion:

Promotion is the method of interacting with clients and providing all kinds of data needed to lure
them when deciding to purchase the products. The offer price is linked to represent a significant
percentage of the total price of the product of manufacturing, a most successful marketing
approach. ACI Limited has TV Ads, Activation, and Event, Conference program, corporate
publication, social media and corporate advertising they do for the promotions of their brands.
Again, very often the distributors and retailers are provided various trade offers, incentives and
commissions to boost up the sales. Again, promotional campaign is held with eye-catching
combo offers of mosquito repellents in online grocery shopping platforms such as Chaldal,
Evaly, Sindabad etc.

Some promotional activities done by ACI are: 

 TV Ads
 Market Activation,
 corporate activation
 Conference Program
 Display promotion in Super shop

Target Market

With more than 90% market share, ACI Aerosol is synonymous to Aerosol based pest control
category in Bangladesh. ACI Mosquito coils have vast availability across all retail platforms,
ranging from Tea Stalls to Super Stores and many notable online platforms.  Market of ACI
Aerosol is basically divided on 2 sides. One is domestic another is international.

Domestic Market: Bangladesh is a developing country but the overview of the market of ACI
Aerosol is very rich and currently they are the market leader. Though they are the market leader
but still they are trying to improve their market situation. They are here within a very short time
just because of their innovative marketing strategies. In Bangladesh ACI Limited introduced the
concept of quality management system which helps them to achieve ISO9001 certification and
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that how committed they are to maintaining quality in every business units. Right now they are
covering both Rural and Urban areas with the help of 18 depots. 

International Market: After the successful positioning in domestic market now ACI Limited
providing their Aerosol in International market. The quality management certificate helps a lot to
spreading their market domestic to international. Now they are successfully proving Aerosol in
Vietnam, Myanmar, Yemen and Sri Lanka.

Market Segmentation

Market segmentation is the process of dividing the market of potential customers into groups or
segment based on different characteristics. It is made up of customers who will interact similarly
to marketing strategies and share similar interest.

Geographic Segmentation:

It means dividing the market into different geographical units such as nations, States regions,
cities and neighborhoods. Currently ACI is supplying it products to all over the country.

Demographic Segmentation:

It consists of dividing the market into groups of based on demographic variable such as age,
gender, income, education, religion and race. ACI products are made available for all class of
people.

Psychographic Segmentation:

Psychographic segmentation consists of dividing the market into different groups such as social
class, lifestyle or personal characteristics. Now a days diseases that spread by mosquitos like
Dengue, Malaria and Chikungunya Virus has increased a lot. To protect oneself from these
diseases people are depending on effective mosquito repelling coils, spray, mosquito repellent
cream like ACI. ACI has proven beneficial in fighting against mosquitos.
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Behavioral Segmentation:

Behavioral Segmentation refers to dividing the customers into segment according to their
response or behavior to certain products. It is mainly customer’s attitude towards the product,
their usage of our product and their overall knowledge of our brand.

The behavioral variables are given below: -

 Loyalty Status: - There is a huge number of loyal customers in Bangladesh for our
products.
 Usage rate: - There are both medium and heavy users of our product.
 Attitude towards product: - Customers are always showing a positive attitude
towards our product.
 Readiness Stage: - Customers are mostly aware and informed of our products
when they are intending to purchase it.

Competitive Review

These are some of the top competitors of ACI:

Xpel:
Xpel is one of the top competitors of ACI.
Xpel headquarter is in Liverpool. It started about 20 years ago.
It Supply products globally.

Hit:
Hit started its journey in 1991 with a tagline of
“Kill Pest, Kill Diseases”.
Hit is indeed a top competitor of ACI.

Good Knight:
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Good knight was launched in 1983.

It is one of the most trusted brands in India.
It was founded by R.Mohan.

In the graph below the most preferred brand by consumers is given. The most preferred brand in
Bangladesh is ACI other than Xpel, Hit and Good Knight, Baoma, Dr Rhazes, Elephant King.

Consumer Perspective
ACI
4%
8% Xpel
6% Hit
35%
Good Knight
12%
Baoma
Dr Rhazes
15%
20% Elephant King

Product
Product Name Product Price
Quantity
BDT
ACI Black Fighter 10 Pieces
70.00
BDT
Baoma Mosquito Coil 10 Pieces
72.00
BDT
Elephant King Coil 10 Pieces
25.00
Good Knight Advance BDT
10 Pieces
Express Coil 60.00
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Price Comparison:

Product Product Product

Name Weight Price
ACI BDT
475 ml
Aerosol 305.00
Xpel BDT
475 ml
Aerosol 305.00
Hit BDT
400 ml
Aerosol 275.00

New Marketing Situation

Product Description

Liquid Electric Coil:

We, ACI, as a representative of one of the global changes that’s affecting Bangladesh, are
planning a greater diversification through the growth of our product portfolio. And that’s why;
we are trying to serve our customers what no brand ever could.
To give it a spin, we invested our efforts and time, to come up with the innovative design of the
coil. Vacated with a space, it gives the customers to choose from varieties of aromatic juice that
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can serve as a mosquito repellant, while filling the room with a soft smell of luxury,
simultaneously. It will run from batteries which are rechargeable. By charging the battery for 30
minutes the electric coil will run up to 3 hours.

Flavors for the juices will include: citronella, lavender, eucalyptus & rosemary. Basically, the
fragrances that mosquitoes hate.

Lavender Scented Spiral Coil:

ACI wants to convey a message to the less affluent people that they can also be benefitted
through their money-friendly purchases from ACI. So, we came up with this basically,
illuminating idea.

This spirally constructed coil, unlike the regular ones, tends to be more durable and effective
when it comes to combating the mosquitoes. The best part is it comes in Lavender fragrance.
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Scented Aerosol:

For the very first time in Bangladesh, ACI went overboard in creating a sensation in the markets
of mosquito repellants.

We have added two variant of fragrances which is lavender and eucalyptus. This essence will
give off an eco-friendly overlook to their users. Not only won’t you have to deal with the
mosquito any more but also, your house will smell nice.

Mosquito Repellent Cream:

This mosquito repellent cream is prepared with the touch of aloe extract that can be both applied
for skincare routine, for people of all ages, as well as mosquito repellent. The reason behind
creating it was that, we did a research and found out that

65% of the country's population wants something quicker and mobile, in case they want to travel.
Then, this cream will be a great helping hand.
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Fabric Roll-on:

After all those innovation we tried to create something handy, something very useful and
something that people can carry it anywhere. Whether women’s can carry it in their purse or
hand bag at the same time men’s can carry it in their pocket or backpack as it will come in a 8ml
and 20ml anti-perspirant roller bottles.

In response to that purpose ACI tried to bring up with this. It can be carried anywhere, either
going for a vacation or students can take this for this to school, college and varsity also people
can take this to their workplace. We believe this roll-on will solve its purpose in every other
circumstance. Like regular roll-ons and colognes this will also carry different accords and the
scent will vary in each Top, Heart and Base notes.
Note: Now all the mentioned products are of course, officially certified by the Bangladesh
Standards & Testing Institution (BSTI) was also done which gave us the most desirable outcome.
Most importantly, the regular mosquito repellents that are available in the market is not human
friendly and those product are also dreadful for asthma patients and babies. But the products we
are bringing in are not only helpful to repel mosquitos but have qualities like bringing soothing
scents, moisturizing skin and also not harmful for any human beings, animals and nature.

Prospective Target Market

Prospective target market is the group of people most likely to be benefitted and buy what we are
selling. ACI will bring a range of products such as Electric mosquito coil, Coil (Spiral and
scented), Scented aerosol and Mosquito repellent cream. Or we can say ACI is bringing
innovation in their “Mosquito repellent” product line. These products will have significant scents
and attributes which will differentiate them from their past versions. Our prospective customers
are people who want to get rid of mosquitos along with a soothing smell all around their place.
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These mosquito repellents are designed and decorated to attract mainly those people who are
bored of habitual buying.

All of these products are harmless. These kinds of products are suitable for all kind of people.
These mosquito repellents have different scents and compositions, some scents are yet to launch
in Bangladesh. We maintain BSTI rules and regulation. All of our products are BSTI approved.
It ensures us to promise that our customers will get the best quality. People are always fond of
diversity and good innovation and this time it is no exception. Most of our compositions contain
natural and fresh products. All those scents are made up of natural flowers, plants, woods, fruits
etc. (citronella, lavender, eucalyptus, rosemary, catnip, thyme, cinnamon, peach etc.) and
preservatives are also used a negligible amount.

Research shows that when a child or asthma patient is near the coil or uses the cream they often
end up suffocating or having skin disorders. But with time scenario changed, the products ACI
will be offering are not only human friendly but also have add on benefits such as moisturizing
skin and having good aromatic atmosphere helps to boost the brain work faster. So, for everyone
these products would be an appropriate choice. Furthermore, the products we are bringing will be
accessible in village, towns and cities. ACI has designed the product range to capture market of
every income group. Potential market for electric coil, aerosol and cream are people of high,
upper-middle and lower-middle income group. The spiral coils are more likely to be preferred by
low income group. But the differentiation of income group is just a rough idea as all of our
product will be charged very low, so everyone can buy it and the maintenance cost is also
negligible. The good range of choice will help the customer to choose between more effective
options. Hence, for all the consumer’s the upcoming products from ACI will be very promising.

Market Segmentation

Geographic Segmentation:
Town and village markets of Bangladesh are our main focus. We will use it all over Bangladesh.
As we know, the problem of pests, mosquitos, and insects is more frequent in the rural areas than
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in the urban areas due to a huge number of trees and forests. For that, Mosquitoes nest in the
bushes. Blizzards, flooding, and torrential rain are some of the common phenomena in the rural
areas. These are the common reasons for the birth of mosquitoes. And the most important thing
in village is, in general houses are not made of cement like in the city. Maximums are made of
Bamboo fences, Palm leaves, Mud, TIN an all .Those materials do not cover all parts of the
house. Mosquitoes can easily trespass. For that reason we have made Spiral coil and Aerosol
.The smoke of coils and Aerosol can cover the blank areas of houses and bushes and kill all the
mosquitoes and insects.

Most of the houses in urban areas are bounded. For that we have Electric mosquito coil, Spiral
coil. Which will give comfort from mosquito bites and also defuses beautiful aroma.

Demographic Segmentation:

Demographic segmentation divides the market into segments based on variables such as age, life
cycle stage, gender, income, occupation, education, nationality, religion, ethnicity and gender
orientation. We use mainly income. Since Age and Gender are not required for our product.

 Income: Maximum family in Bangladesh is a middle income based family. So this new
product will be available at reasonable price, so that any kind of people such as lower-,
middle- and higher-class people can buy it. We set our price at 55- 4755 tk. So that
lower-class also can buy it easily.

Psychographic Segmentation:

In Psychographic segmentation we will divide them as per demand.

1. Status

 Lower class: Most of the people in Bangladesh doesn't live in multistoried buildings.
Maximum places of our country is occupied by slums and not so developed dwellings.
For this, they will try to use spiral coil. It is at reasonable price and good for their house
because it is very pocket friendly
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 Middle and higher class: There are some people who are interested in their health and
people who typically have a decent income because they can afford a product with higher
price and better quality. There are some people who do not like smoke .For them, we
have electric coil, mosquito repellent cream, scented aerosol and mosquito repellent roll-
on.

2. Lifestyle:

 We have made Mosquito Repellent Cream. When people go to work, they can use the
cream for their safety. Since now is the time for dengue, they can use it wherever they
are. So as to prevent disease. Also the fabric roll on is easy to use both for children and
adults. Since now is the time for dengue, these two products are handy to use.

Behavioral Segmentation:

Behavioral segmentation divides buyers into segments based on their knowledge, attitudes, uses,
or responses concerning a product. We believe that behavior variables are the best starting point
for building market segments. We will keep reminding the customers about the benefit of the
product though our marketing channels. We will divide the market as per usage rate. We will
focus how customers are using our product and how often they buy it, what feature they are
buying it for etc.

Regular user who already use our mosquito repellent items. The reason for segmenting them is
that they may like new innovation and might feel special which will help us to gain customer
loyalty. We also segment potential users because the changes we are bringing in our product line
a step ahead of our competitors.

We will try to bring back our ex-users with new promising products as they might feel bored
with old mainstream products. So everyone will be attracted by it and they will be our potential
customer.
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New Market Targeting Strategies:

A target market is a set of people from a specific group or segment who shares common
attraction and expectation towards their needs that the company wants to reach out. There are
consumers united by some characteristics in the market who are most likely to buy our products.
We discussed about those in the segmentation part and along with the discussion we need to
choose a market strategy which will lead us to successful service towards making valuable
customer relationship.

There are four market targeting strategies.

 Undifferentiated (Mass) Marketing

 Differentiated (Segmented) Marketing
 Concentrated (Niche) Marketing
 Micro Marketing

ACI focused on undifferentiated (mass) marketing till date. So this only covered the sector where
the common need of customer was to stay safe from mosquito borne diseases rather than making
it different. Doing this, a foresight came under this circumstance that differentiating the market
will solve the problem of asthma, skin disorders, product inefficiency and access.

Differentiated (Segmented) Marketing

Using differentiated or segmented marketing strategies, we will target the people from the
segments we discussed earlier ().We are differentiating the market need with our products which
are made mostly with beneficial and harmless ingredients which is effective for mosquito killing.
Also the products are not harmful and children friendly. This market will also focus on the
lifestyle choices (aromatic scent, moisturizing elements). We hope for higher sales than ever and
hold a strong position within each market segments.
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Though developing separate marketing plans for separate segments will require us extra
marketing research, forecasting, sales analysis, promotion planning, and channel management,
we hope to cope with these with strong brand positioning and promote campaigns.

New Market Assessment of 4ps:

Our products has the competitive advantage over our competitors by differentiation of products
and greater product attributes. For instance, our product has greater composition values and
product variations than Purnava and Eagle which are the most dominated company made in
Bangladesh. Our product offers customers greater value by better product quality and associating
with a specific product use and application.

Product

1. Quality: The new products have natural ingredient to fight against mosquito in a
productive way. Also all the products will be cruelty free as they aren’t tested on animals.
Also we are 100% BSTI approved so our quality is our first priority.
2. Features: Our products have special features like different flavors and fragrances to
choose from.
3. Style & Design: By modifying old products with an attractive touch to the packaging, the
style and design will be eye catching to the customers.

Price

We will use product line pricing strategy. As we are determined to provide good quality
beneficial products to all types of customers, our new pricing model is according to that. We
want our customers to easily afford our products. If the price line is higher than the customer
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affordability, we will lose the interest. So keeping this in mind, we focused on price sensitivity,
convenience, status consciousness and other competitors of Bangladesh.

New product line price list:

Products Weigh Price

ACI Liquid Electric Coil 75 ml 209 tk
Combo
ACI Lavender Scented Spiral Around 15 cm (10 pieces) 85 tk
Coil
ACI Scented Aerosol 800 ml 475 tk

ACI Scented Aerosol 475 ml 325 tk

ACI Scented Aerosol 350 ml 275 tk

ACI Scented Aerosol 250 ml 205 tk

ACI Scented Aerosol 125ml 105 tk

ACI Mosquito Repellent 100 gm 110 tk

Cream
ACI Mosquito Repellent 50 gm 55 tk
Cream
ACI Fabric Roll On 20 ml 115 tk

ACI Fabric Roll On 8 ml 70 tk

Promotion

Promotion is the most important part of launching new products in the market.

1. Digital Advertising

Using social media platforms (Facebook, Instagram, Twitter, YouTube) as an ad campaign to

promote our products will be a way through our marketing process. It also includes display
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advertising on websites and news portals. Email, text messaging, and web feeds can also be
used as digital marketing.

2. Promotional Campaign

We decided to put up awareness campaign about mosquito borne diseases in school, colleges.
Also giving leaflet to the residents of the area that are in risk of Dengue is another
promotional strategy we will follow.

3. PR Campaign

We will send PR packages of new products to the bloggers, Instagram influencers, cricketers
and other celebrities as a promotional strategy. Now a days, influencers and bloggers are
playing a huge role in marketing or promoting a brand.

4. Sponsorship

Sponsorship is a useful technique of marketing. In future, we will sponsor any awareness

event or charity program which will work as a promotional tool for us.

Place

Our new products will be available in departmental stores as well as super stores like Aagora,
Meena Bazar, Shopno etc. We will deliver our products all over the countries (both urban and
rural areas) with our own vehicle. Our products will also be available in online shopping stores
like Daraz, ChalDal and Evaly.
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Conclusion

In general, companies like ACI are market leaders. We grasp foot on conglomerate businesses
and we are succeeding in every aspect of them, altogether we have 42 types of business. The
innovations we are bringing are in the Pest control business and the products we are about to
launch is first in the market as none of our competitors and nor us did this before.

ACI already holds 90% market share in this business, pest control products of ACI are already
market leader. We personally think, the new innovations will achieve great heights in its market
realm. We hope that consumers will positively react to this change. ACI is confident enough that
these new changes to the product will create a boom in the business.

Due to ACI’s aggressive marketing strategy and establishment of the company as a "prominent"
entity in its industry. Our business has the potential to provide lucrative returns as it is doing so
for many past years. Our business will also continue to achieve operational success for many
years ahead.
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References

 (n.d). Pest Control. ACI Limited.

https://www.aci-bd.com/our-businesses/pest-control.html?
fbclid=IwAR0lT6bw90biPDQIB6uw27bUM68gVaKjE5YHSEuFx2qpXbI2t_lpdPIR86g
 (n.d). Markets. ACI Pharmaceuticals.
https://www.aci-bd.com/aci-pharmaceuticals/market.html?
fbclid=IwAR2rghgBfFVtvYdsCft9RWTnbi3BMp45Y9OWrIk5m85ISIeuZpbMiyQlxIY
 (n.d). Pest Control. ACI Limited.
https://www.aci-bd.com/our-businesses/pest-control.html?fbclid=IwAR3PHzobiFt0m-
jnkTEMViHWunQoWbkRXeaSTtzng7b-p0fx-Ij4NXRPWSE
 (n.d). Our Product Categories. Chaldal.
https://chaldal.com/
 (n.d). Shop By Category. Sindabad.com.
https://sindabad.com/
 (n.d). Mission, Vision and Values. ACI Limited.
https://www.aci-bd.com/about-us/mission-vision-and-values.html?
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 ACI Limited. (n.d). In Wikipedia. https://en.wikipedia.org/wiki/ACI_Limited?

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 How to Write an Executive Summary. (2020, February 6). Inc.Com.

https://www.inc.com/guides/2010/09/how-to-write-an-executive-summary.html

TOPIC DISTRIBUTION

Rubaia Sultana Mrittika:

 New Target Market Strategies
 New Market Assessment of 4ps
Jannatul Farthous:
 Executive Summary
 Introduction
 New Market Segmentation
Hrithik Sarker:
 New Product Description
 Prospective Target Market
Naimur Rahman:
 Current Market Segmentation
 Competitive Review
Mehjabeen Rahman:
 Current Market Assessment of 4Ps
 Current Target Market