Marketing Mix (4P’s) Analysis and Competitors Evaluation: A study on “Advanced Chemical Industries (ACI)”

Submitted By: Shikh Mohammad Asif Uddin 09-15237-3

Submitted To:

Md. Hamidul Islam Principles of Marketing Spring- 2011 Dhaka, Bangladesh

Letter of Transmittal
April 24, 2011

Md. Hamidul Islam Lecturer Course Instructor, Principles of Marketing Faculty of Business Administration, American International University-Bangladesh Subject: Submission of the report for Principles of Marketing

Dear Sir, In order to your response our group has prepared a report ‘PARTEX GROUP INDUSTRIES LIMITED”. We have obeyed your guidelines to prepare our concept in all the sequences of marketing. We have done the Marketing Mix (4P’s) Analysis and Competitors Evaluation of the organization. While working on this report we have gained a lot of basic and skills of Marketing processes in reality. We hope this report will come up with the requirements which you have suggested. We therefore, hope that you will accept our project.

Sincerely yours, With Regards, 1. _______________ 2. _______________ 3. _______________

Last but not the least. we would like to thank all the concerned authorities who have given their valuable time to us. In that case we want to recall few names Mr.Acknowledgement We specially thank our faculty Md. Our classmates’ role in assisting information collection is also acknowledged here. We are thankful to some of our friends and senior students who guided us to prepare the report best. even which is also not disclose able to any outside people. We must also thank the personnel’s of ACI who helped us with all the much needed information and data. Syed Alamgir. Priyatosh Datta. Their cooperation has made this report a reality. Hamidul Islam for giving us this wonderful opportunity and approval to submit a formal report on Advanced Chemical Industries (ACI) Limited. Executive Director (Consumer Brands). There are some data and information in this report which is not shareable. Director (Quality Assurance) and Mr. A special help goes to those people who gave us that data and information. Executive Summary .

marketing strategy. We made an overview of the organization. I made an overview of the organization. promotional strategy.It is mandatory to know something about the organization. its mission and vision and overall Production. After giving whole process of ACI we analyze it and give suggestion we find as lacking. its core products that it offers to its customers. first of all. Advanced Chemical Industries (ACI) Limited. That’s why. . Here we tried to focus Organization history.

Among these. Later on 5 May.653 shareholders. 1994. Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh. the company has a large list of international associates and partners with various trade and business agreements. ACI is a Public Limited Company with a total number of 19. Subsequently the company was registered in the name of Advanced Chemical Industries Limited. there are three foreign and fifty local institutional shareholders. After independence the company has been incorporated in Bangladesh on the 24th of January 1973 as ICI Bangladesh Manufacturers Limited and also as Public Limited Company.1Company Background: ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the then East Pakistan in 1968. with a multinational image.Introduction 1. . 1976 and its first trading of shares took place on 9 March. ICI plc divested 70% of its shareholding to local management. 1992. Besides these. The company has diversified into three major businesses. This Company also obtained listing with Dhaka Stock Exchange on 28 December. Listing with Chittagong Stock Exchange was made on 22 October 1995.

Promote an environment for learning and personal growth of its employees. Provide products and services of high and consistent quality. adoption of appropriate technology and alignment with our core competencies. Attain a high level of productivity in all its operations through effective and efficient use of resources. innovative processes and empowered employees to provide the highest level of satisfaction to its customers. ACI is committed to the pursuit of excellence through worldclass products.3 Company Vision: .1. Endeavour to attain a position of leadership in each category of its businesses. Encourage and assist in the qualitative improvement of the services of its suppliers and distributors. Develop its employees by encouraging empowerment and rewarding innovation. ensuring value for money to its customers.2 Company Mission: ACI’s mission is to enrich the quality of life of people through responsible application of knowledge. skills and technology. Establish harmonious relationship with the community and promote greater environmental responsibility within its sphere of influence 1.

ensuring value for money to its customers. Develop its employees by encouraging empowerment and rewarding innovation. Promote an environment for learning and personal growth of its employees. but there have not data availability. Another limitation is that we collect much information from Internet. Provide products and services of high and consistent quality. Encourage and assist in the qualitative improvement of the services of its suppliers and distributors.5 Limitations: Though the officer of the organization were so much helpful and cooperative but they were too much busy in their works that they had very little time of giving me detailed information. Attain a high level of productivity in all its operations through effective and efficient use of resources. Specific Objective: 1. adoption of appropriate technology and alignment with our core competencies. 1. Establish harmonious relationship with the community and promote greater environmental responsibility within its sphere of influence.4 Objectives of the Study Broad Objective: Analyzing the performance of marketing process on the basis of marketing mix for ACI group.Endeavor to attain a position of leadership in each category of its businesses. .


Different Internet search engine. 2.1 Methodology: The study is the yield of the knowledge I gained from visiting the organization and collecting information from internet.. employees and clients .3 Secondary Source: Website of the ACI.Methodology of the study 2.2 Primary Source: Primary source of information includes conversations and discussion with officers. It is done by analyzing the qualitative information collected through primary and secondary sources. Majority information was collected from secondary sources. . 2.

Findings and Analysis .

1 Health Care ACI formulates and markets a comprehensive range of more than 120 products covering all major therapeutic areas. 3.2 International Market: To fuel the continuous growth of ACI. 3. .1Domestic Market: Being a developing country. It also markets world-renowned branded pharmaceutical products like Diprivan. Atarax. ACI has been able to maintain its growth through its innovative marketing strategies. etc.2. 3. Meronem. through its 18 strategically located depots. In Bangladesh.1. ACI covers the health care community of whole Bangladesh based in both urban and rural markets. Accolade. Myanmar and Vietnam. ACI is actively engaged in introducing newer molecules and Novel Drug Delivery Systems (NDDS) to meet the needs of the future. the company has started exploring international markets.1 Market segment: ACI market condition d divided into two parts. strengthened by its ISO 9001 certification. Yemen. The quality of ACI products. the pharmaceutical market and at the same time.3. the pharmaceutical industry of Bangladesh is growing. has brought immediate success in Sri Lanka.13. ACI introduced the concept of quality management system by being the first company to achieve ISO 9001 certification that reflects its commitment to quality in every aspect of business. Nolvadex.2 Market offering: 3. In this growing market.

3. Personal Care Products.3 Agribusiness : ACI Agribusiness is the largest integrator in Agriculture and Livestock and Fisheries. and fungicides. Crop Care & Public Health. 2. This division has five separate SBUs. CC & PH supplies crop protection chemicals. ACI is significantly contributing to national food security through its Agribusinesses division. Fertilizer.2. Veterinary and Poultry medicines and vaccines. We plan to increase our portfolio through the introduction of biotech products.3. ACI owns the Savlon brand in Bangladesh. Agrimachineries. They are Seeds. Fertilizer Supplies Micronutrient and Foiler fertilizer. Farmers have developed confidence in our products for quality and economics 1. Fertilizer. Oral Care Products and Food & Drinks. Motors. ACI Agribusiness has a large. Crop Care & Public Health: ACI has a complete range of cost effective products which can provide appropriate solutions for the farmers through insecticides. Seed supplies Hybrid Rice. vegetable and Maize seeds. These businesses have subunits like Crop Protection.2. Livestock and Fisheries: . These businesses have glorified presence in Bangladesh. Seed. herbicides. and Animal Health. Agrimachineries supplies Tractors. and Animal Health. Power Tiller and Harvester and Animal Health supplies high quality Nutritional.2 Consumer Brand Products: Home Care Products. knowledgeable and highly skilled Field Force provides training and technical advices to the farmers. which is the leading agricultural integrator of the country.

mustard. pulses. 4. wheat.Since there is a short supply of protein in Bangladesh. we expect substantial growth of the animal health industry in the near future. 3. Cropex: ‘ACI Cropex’ is a remarkable addition to the agricultural advancement in the country. coriander etc 5. pond preparation. Cropping intensity in our country is very high and consequently the soil fertility status is declining day by day. ‘ACI Cropex’ division has commenced its business with an aim to preserve and exchange potato. The evolution of this industry towards high yielding variety and maintaining genetic diversity will play a critical role in ensuring sustainable increase in the agricultural output of Bangladesh. We plan to launch the entire range of products for aquaculture. turmeric. fertilizer marketing and distribution system is poorly organized. To expand the existing business we will introduce hatchery vaccination to make the poultry farming safer and more profitable. investment has been made for machines to enhance capacity. Fertilizers play the most important role in increasing crop yields. Providing them with technological assistance and advisory services and so on. However. Seeds: Seed industry is the most fundamental part of agriculture. To prepare for this growth. chili.3 Concepts of Marketing followed by ACI group: . consisting of water sanitation. 3. nutritional and medicinal products. ACI Fertilizer has entered into this business with the intention to improve this sector through our strong farmer. Fertilizer: Balanced fertilizer usage is the key to successful crop production and maintenance of soil health.

3. so meeting their demand is most important point to emphasis 3.1Product Concept It is the idea that consumers will favor products that offer the most quality. and features for which the organization should therefore devote its energy to making continuous improvements • Research & Development activities and putting emphasis on customer advices 3.3. • Customer is the king or queen. performance. The scope of a product generally includes .3. and how it relates to the end-user's needs and wants.2Marketing Concept It is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do.4Integrated Marketing Programs: Product: The product aspects of marketing deal with the specifications of the actual goods or services.

advertising. Promotion: This includes advertising. online vs. time. families. e. features. it can simply be what is exchanged for the product or services.supporting elements such as warranties.g. color and services. referring to the channel by which a product or service is sold (e. Also include sales promotion. sales force and public relations. which geographic region or industry. This third P has also sometimes been called Place. . Methods of setting prices optimally are in the domain of pricing science. Also include quality. The price need not be monetary. guarantees. Placement (or distribution): refers to how the product gets to the customer. business people). point-of-sale placement or retailing. Pricing: This refers to the process of setting a price for a product. also referring to how the environment in which the product is sold in can affect sales. including discounts. or company. sales promotion.g. etc. and support. Also include inventory. payment period. energy. transport. retail). credit terms and allowances. Branding refers to the various methods of promoting the product. publicity. brand. to which segment (young adults. or attention. and personal selling. for example. brand name. coverage and channel. Also include price list.

BUSINESS OR SUBSIDIARIES) Category of their Products (ACI Group Furniture and Food limited) Stars: Stars are high-growth.Each SBU have separate mission. high-share business or products.5 List Business Portfolio (SBUs) of the organization and evaluate the SBUs by BCG Matrix The business portfolio is the combination of businesses and products (SBUs) that make up the company. Brand or Business unit of an organization can be considered as Strategic Business Units (SBU).3. EVALUATION OF SBUS BY BCG MATRIX (CATEGORY OF THEIR PRODUCTS. objectives and that gives owned units of a company. Individual Product. They often need heavy investment to finance their .

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