Table of Contents

1.0 Introduction

2.0 About ACI

3.0 Discussion Issue.

3.1 Selection of Brand Elements.

3.2 Branding Decision
3.3 Product Mix with chart.
3.4 Product Line Decision.
3.5 Product Mix Pricing.
3.6 Categories off Service Mix.

4.0 Conclusion
1.0 Introduction:
Brands typically comprise various elements, such as: name: the word or
words used to identify a company, product, service, or concept. logo: the
visual trademark that identifies a brand. tagline or catchphrase: "The
Quicker Picker Upper" is associated with Bounty paper towels. In this
assignment we have chosen "ACI Group" to define their various branding
strategy, Product Mix dimension, Product Line Dimension, Product Mix
Pricing & Service.

2.0 About ACI:

CI (DSE : ACI) is one of the largest Bangladeshi conglomerates. The company

operates through three reportable segments: Pharmaceuticals, Consumer Brands
and Agribusiness. ACI established as the subsidiary of Imperial Chemical
Industries (ICI) in 1968. It has been incorporated as ICI Bangladesh
Manufacturers Limited on January 24, 1973. The company was renamed as
Advanced Chemical Industries Limited (ACI Limited) on 5 May 1992.

ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in

the then East Pakistan in 1968. 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. This Company
also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its
first trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI
plc divested 70% of its shareholding to local management. Subsequently the
company was registered in the name of Advanced Chemical Industries Limited.
Listing with Chittagong Stock Exchange was made on 22 October 1995.
Advanced Chemical Industries (ACI) Limited is one of the leading
conglomerates in Bangladesh, with a multinational heritage. The company has
diversified into four major Strategic Business Units.

ACI's mission is to achieve business excellence through quality by

understanding, accepting, meeting and exceeding customer expectations. ACI
follows International Standards on Quality Management System to ensure
consistent quality of products and services to achieve customer satisfaction.
ACI also meets all national regulatory requirements relating to its current
businesses and ensures that current Good Manufacturing Practices (cGMP) as
recommended by World Health Organization is followed properly. ACI has
been accepted as a Founding Member of the Community of Global Growth
Companies by the World Economic Forum which is the most prestigious
business networking organization.
3.0 Discussion Issue:

Bran
ding Element Branding Decision
Product Mix

Product Line Product Mix Pricing Service Mix

These are some of the marketing strategy that ACI follows. In our discussion we
are going to cover up the branding elements like brand name, logo, slogan,
packages of different product of ACI. How they use brand name selection
strategy. They way they use the product mix dimension chart. Product line they
use to produce their product and market them, Product mix pricing and the
servicing categories they are providing to their customers and business clients.
ACI’s mission is to enrich the quality of life of people through responsible
application of knowledge, skills and technology. 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 its
customers.

 Endeavor to attain a position of leadership in each category of its

businesses.
 Attain a high level of productivity in all its operations through effective
and efficient use of resources, adoption of appropriate technology and
alignment with our core competencies.
 Develop its employees by encouraging empowerment and rewarding
innovation.
 Promote an environment for learning and personal growth of its
employees.
 Provide products and services of high and consistent quality, ensuring
value for money to its customers.
 Encourage and assist in the qualitative improvement of the services of its
suppliers and distributors.
 Establish harmonious relationship with the community and promote
greater environmental responsibility within its sphere of influence.

Value:

 Quality
 Customer Focus
 Fairness
 Transparency
 Continuous Improvement

3.1 Selection of Brand Element:

ACI - The full abbreviation of ACI is Advanced Chemical Industries of

Bangladesh.

Brand Name:

The brand name of ACI is very related to the business or the production process
that they are doing. The main business or the working procedure of ACI is
manufacture, process, retail or providing service in the field of chemical
industries. So the ACI is one of the leading brand of Bangladesh who are
manufacturing and practicing the production of advanced chemicals.
Logo:

ACI is having the very renowned logo from the beginning. This logo gives a
clear direction of their environment friendly production of chemicals and
supports the betterment of ecology.

Slogan:

ACI - Advanced Chemical Industries of Bangladesh Limited has a slogan that

they also use as their brand element that is -

"Committed to Excellence"

Packages: ACI Ltd. has three packages that they are currently running their
business this packages are :
  Pharmaceuticals.
 Consumer Brands
 Agricultural Products.

3.2 Branding Decision:

Today branding is such a strong force that hardly anything goes understand.
ACI is a firm follows three categories of branding names.

Individual or Separate family brand Names:

ACI Produces medicines, consumer goods and agricultural goods. Some

agricultural fertilizers that ACI produces are Neuben, Neuclone, Mega
Fertilizers. In food industry they produce ACI Nutrilife oil, ACI Pure plain
flour, ACI salt. Angelic Fresh air refresher. Angelic Auto Dispenser, Angelic
Aqua Fresh. All this products are separate family brand names of ACI.

Corporate Umbrella or Company Brand Name:

The product of ACI - House hold insecticides, Antiseptic & Personal Care,
Home Care, Female Hygiene, Commodity Food, Consumer Electronics, Mobile
electronics all this categories have several products but all the brand name they
use is ACI. All the products are produced under the invigilation of ACI and
their production departments.

Sub Brand Name:

In 2004, ACI Pharmaceuticals ranked 11th in the Bangladesh Pharmaceuticals

Industry. It provides the market with a wide selection of drugs across all major
therapeutic classes, and also offers some specialty medicines. ACI
Pharmaceutical represents AstraZeneca, Eli Lily and UCB in Bangladesh.ACI
Crop Care and Public Health Division is holding the leadership position in the
industry; Animal Health has experienced one of the highest growth rates in this
sector. ACI Agribusiness has partnerships with several international
conglomerates including Ceva Santhe Animale, Invesa, UCB, Isagro Asia and
Borregaard Taicang Chemicals Co. Ltd.
ACI Consumer Brands is a leading Fast Moving Consumer Goods (FMCG)
company in Bangladesh. In the liquid antiseptic and mosquito repellant
categories, this division is a very strong market leader. Foreign partners
represented in by this division include Godrej Consumer Products (for hair care
and skin care products), Parle Group (for Parle G biscuits), Beiersdorf,
Germany (for Nivea range of products) and Colgate Palmolive.

ACI has formed joint ventures with leading FMCG and agribusiness players in
the region. These are:

 Asian Consumer Care Private Limited: Joint venture of ACI and

Redrock Limited, for distribution of various ranges of Dabur products in
Bangladesh. ACI holds 50% stake in the venture.

 Tetley ACI Bangladesh Limited: Joint venture of ACI and Tetley

Group of United Kingdom for distribution of Tetley products in
Bangladesh, with ACI having 50% shareholding.

Many ACI products have crossed our national boundary and are being
successfully exported to various countries in Asia, the Middle East and the CIS
region. The response of foreign consumers to our products has been
encouraging. ACI has three separate manufacturing plants in the outskirts of
Dhaka. The Pharmaceuticals plant is located at Narayanganj; ACI Formulations
has been setup at Gazipur and the Tetley factory has been built at Konabari.
ACI Limited is the first company in Bangladesh to have attained the ISO 9001
certification for Quality Management System and ISO 14001 for Environmental
Management System. The Trading subsidiary has also received ISO 9002
certificate. At our manufacturing facilities, we follow cGMP guidelines and
standards recommended by World Health Organization (WHO) for
pharmaceutical formulations. ACI’s mission is to achieve business excellence
through quality by understanding, accepting, meeting and exceeding customer
expectations.ACI follows International Standards on Quality Management
System to ensure consistent quality of products and services to achieve
customer satisfaction. ACI also meets all national regulatory requirements
relating to its current businesses and ensures that current Good Manufacturing
Practices (cGMP) as recommended by World Health Organization is followed
for its pharmaceutical operations.

The management of ACI commits itself to quality as the prime consideration in

all its business decisions. All employees of ACI must follow documented
procedures to ensure compliance with quality standards.The pool of human
resources of the company will be developed to their full potential and harnessed
through regular training and their participation in seeking continuous
improvement of work methods.

3.3 Product Mix Decision of ACI:

A range of associated products that yields larger sales revenue when marketed
together than if they were marketed individually or in isolation from others.
Product mix, also known as product assortment, refers to the total number of
product lines that a company offers to its customers. For example, a small
company may sell multiple lines of products. Sometimes, these product lines are
fairly similar, such as dish washing liquid and bar soap, which are used for
cleaning and use similar technologies. Other times, the product lines are vastly
different, such as diapers and razors. The four dimensions to a company's
product mix include width, length, depth and consistency. ACI has several
product mix.
Pharmaceuticals Consumer Brands Agricultural
Home Mobile Crop
Product Service Market Care Commodity Electroni Electronic Fertilizer Seed Care
c
Xeldrin Training Domestic Air ACI Salt SBU Stylus Mega ACI Murli
Produc Fresh Seed
t Line Iminem Reprint Global Toilet ACI Sugar Panasonic Newban
Length Cleaner
Floxabid Medicus Floor New
Cleaner Clone
Meeting
Surgery

Here the width of the product mix is 11 that means 11 different products of
ACI. The length of the product is total number of item which is 23. The depth of
each product line is more than 1. The products are not much related with each
other because they are from different categories so not consistent. Other sectors
that ACI controls in Bangladesh are:-

ACI’s guiding principle in all its operations is to be a ‘responsible corporate

citizen’. Thus, Social Responsibility is a top priority for every individual at
ACI. Our endeavors toward discharging our social responsibilities have become
more focused since our adoption of the principles of the Global
Compact.Initiatives that have shown significant contribution to societal
development are Continued Medical Education (CME) for medical
professionals and Children’s Education programs.

A dedicated team of medical graduates makes up the Medical Services

Department (MSD) in ACI, which carries out CME programs termed ‘Clinical
Meetings’ all across Bangladesh.

3.4 Product Line Decision of ACI:

DEFINITION of 'Product Line' A group of related products manufactured by a

single company. For example, a cosmetic company's makeup product line might
include foundation, concealer, powder, blush, eyeliner, eye shadow, mascara
and lipstick products that are all closely related.

product lining is offering several related products for sale individually. Unlike
product bundling, where several products are combined into one group, which is
then offered for sale as a unit, product lining involves offering the products for
sale separately. A line can comprise related products of various sizes, types,
colors, qualities, or prices. Line depth refers to the number of subcategories a
category has. Line consistency refers to how closely related the products that
make up the line are. Line vulnerability refers to the percentage of sales or
profits that are derived from only a few products in the line.

Line Stretching:

ACI Ltd. lengthens its product line beyond its current range. In this part we are
going to classified three different steps of stretching.

 Down Market Stretch

 Up Market Stretch
 Two Way Stretch

Another product line length we will discuss is Line Filling.

Down Market Stretch:

ACI segmented some of the products in low price category because of down
market stretch. Such as Mega, Newban, New Clone fertilizers, ACI Seeds,
Muril Insecticides are some of the down market stretching system. The
company tie up lower end competitors who might otherwise try to move up
market. If the company has been attacked by a low end competitor it often
decides to counter attack by entering in low end market.

Up Market Stretch:

ACI has selling power in up market or in high end market too. Such as
luxurious mobile phone named stylus, Import of Panasonic product on
dealership purpose, surgery equipments are some of up market products of ACI.

Two Way Stretch:

Some products are sold in middle market by ACI. Such as toiletries, Food
commodities and consumer goods. The target of the customer for this products
are both from high status and low status.

Line Filling:

Currently ACI is continuously doing research for filling up the line of product.
They are trying to add more similar or related product to the same product line.

3.5 Product Mix Pricing:

ACI follows some product mix pricing strategy. ACI modify their price setting
logic when the product s part of a product mix. In Product mix pricing the firm
searches for a a set of prices that maximizes profits on the total mix.

Product Line Pricing:

ACI Ltd. have several product lines rather than a single production of products.
Such as Pharmaceuticals, Consumer Products & Agricultural Product lines.
Each line has different number and different depth of the product. Maximum
product is different and inconsistent but some of them are similar to each other.

Optional feature Pricing:

To increase the purchase of the seeds and fertilizers sometimes ACI Provide
discount on the prize of fertilizers and insecticides. They also give free seed
packets sometimes to the farmers during any occasion to motivate them.

Captive Product Pricing:

For Aqua Air Dispenser the captive price of the refill of this machine is very
low so that customers become more interested in buying their Aqua Products in
Home Consumers good product line.

Two Part Pricing:

ACI set two part pricing for their service product line such as they follow this
particular system in consultancy, Surgery etc.

By Product Pricing:

ACI set different product price for different product line based on their value
such as the price of fertilizers and agricultural product is low as well as
consumer product prices are in mid range. But the service product line price and
electronics product line price is relatively high because of their great value in
market.

Product Bundle Pricing:

ACI put that offer in their ACI Aerosol spray for insecticides. Sometimes if
customer buys the set of 3 aerosol they could get it lower than the individual
pricing of same product.

Doctors in Bangladesh who are not living in the metropolitan cities have very
limited access to the Internet or any other sources of information. In order to
keep them updated on the developments in the medical practices regularly, the
CME program has been proven highly effective. During 2004 alone, the number
of such meetings held was 342, participated by approximately 18,000 (eighteen
thousand) doctors. When compared to the 2003 figures of 100 meetings with
5000 participants, the impact of our efforts can be seen reflected in the
tremendous rate of growth.

The Children’s Club now has over 1000 members who actively engage in
pursuits of creative learning. They are grooming themselves to be well-rounded
individuals with skills in foreign languages, arts, crafts and music. ACI believes
that by promoting education of children, we are contributing to societal
development by shaping the minds of our future leaders

Advanced Chemical Industries, the successor of Imperial Chemical Industries

(ICI) in Bangladesh, is the first ISO certified company in the country. Our
commitment to environment protection is reflected in our ISO 14001
certification.Additionally, ACI has undertaken extensive programs to educate
crop farmers all over rural Bangladesh in Good Agricultural Practices. We have
a team of agricultural experts working at the field level all across the country,
holding a range of technical trainings and field demonstrations. Their activities
include

 Field demonstrations on various methods of crop protection, that pose the

least hazard for the environment
 Training on new technologies of cultivation, for higher yields and new
crops

3.6 Categories of Service Mix

ACI Ltd. Service components can be a minor or major part of the total offering.
What kind of service mix they offered is given below.

Pure tangible goods:

ACI's Pure tangible goods are Salt, Seeds, Insecticides, Fertilizers etc.

Tangible good with accompanying Service:

A tangible good of ACI is Mobile phone, Sound system, camera electronics

accompanied by one or more services. Typically the more technologically
advanced the product the greater the need for high quality supporting services.

Hybrid:

An offering of free seeds and agricultural learning is same as providing service

as well as providing tangible products.

Major Service with Accompanying minor goods and services:

The process of Medicine is major in service accompanying minor goods and

service.

Pure Service:

The process of Surgery and consultancy is pure service primarily intangible.

This are category of ACI'S service mix.

4.0 Conclusion:

In this assignment we have describe about how a company used their brand
name for various purpose. The objective of selecting the brand names based on
different criteria. Some product mix dimension which had shown some product
lines of different products of the company, Product pricing system of different
products of the product line. Last of all categories of service mix where we have
distinguishes that which product is pure intangible and which product is not.