MARKETING

PLAN FOR
ACI LOW GI
RICE
[Document subtitle]

Team !a" to t#e bones
$#a%ia%e !in K#ale" &'''()*'+
MD A,a#a% -""in &'''((.'+
$abbi% /ossain Pa0on &'''(11'+
Ka2al !ani3 &'''(45'+
$#abab In2amam &'''((5'+ (
Cou%se Ma%3etin6 )(4
Cover Letter
Team Bad to the Bones
MKT 302, summer 2013
Independent University, Bangladesh
21 U!" 2013
TARAFDER RAFIQUL ISLAM
#a$ulty, MKT 302, summer 2013
Independent University, Bangladesh
%ear &ir,
Sub: Marketing Plan for ACI Low I Ri!e
'e are (riting this letter to in)orm you a*out the mar+eting plan o) ,-I !o( .I
/i$e (hi$h (as assigned *y you as our $ourse group pro0e$t1 'e have tried our
*est to do as you as+ed us to1
'e have atta$hed our report regarding the mar+eting plan and have mentioned
-urrent mar+eting situation, Mar+et des$ription, &'2T, 2*0e$tives and Issues,
Mar+eting strategy, Mar+et resear$h, ,$tion program, Budgets, and -ontrols1
'e must also mention that the $ondu$ted mar+eting resear$h *y us (as *ased on
%ha+a only1
Than+ "ou
Team
"a# to t$e "one%

Contents
Co7e% Lette%888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888 4
Contents88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888 )
Cu%%ent Ma%3etin6 situation8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888 1
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Com0etiti7e Re7ie9888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888 *
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Positionin6888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888 '4
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Current Marketing %ituation
,-I mar+et strategy is very *road *e$ause all their produ$ts are immensely
demanded *y the $onsumers1 This $ompany has *een very aggressive *ut at the
same time very ta$ti$al in e3tending its produ$t line1 Initially ,-I (as introdu$ed
in *usiness as a pharma$euti$al $ompany (ith a (ide range o) produ$ts, mostly
aerosol, mos4uito $oils, savlon and other similar produ$ts1 .radually they (ent in
e3pansion in their *usiness *y adapting other mode o) *usinesses that in$ludes
manu)a$turing o) a vast range o) pa$+aged $onsumer produ$ts that is a$4uired *y
$onsumers in a daily *asis1 The produ$ts are mainly ,TT,, M,I%,, &,!T and
&U.,/ (hi$h are sold in pa$+ets *oth in the lo$al gro$ery and departmental
shops and in superstores1 ,-I -ompany has a huge advantage on promoting their
$onsumer produ$ts as it o(ns the largest $hain superstore 5&',6728 in
Bangladesh1 Their su$$ess in )ood se$tion has provided them in$entives to
introdu$e more produ$ts in the same produ$t line1 The $ompany has re$ently
introdu$ed the ne( ,-I !o( .I /i$e in its )oods se$tion that (ill *e sold along
(ith the other $onsumer produ$ts o) ,-I *ut (ill *e segmented di))erently1 ,s this
produ$t is very ne( in the mar+et people are not )amiliar (ith it moreover people
are not a(are o) the $on$ept o) .I 5.ly$emi$ inde381 There)ore, to gra* the
attention o) $onsumers, the lu$rative )eatures o) the produ$t must *e promoted in a
(ay that $onsumers +no( that these produ$ts are (ay *etter than other *rands and
$ompetition that is out there1 The )eatures o) this parti$ular produ$t is slightly
di))erent )rom other availa*le ri$e that is *eing sold in the mar+et as its $ontent o)
lo( .I is spe$i)i$ally )or people (ith dia*etes and )or those (ho (ant a *etter
healthy diet1 The mar+et )or this produ$t is %9,K, as it is segmented )or a ni$he
mar+et1 To gain mar+et share in this dynami$ environment ,-I !o( .I /i$e must
$are)ully target spe$i)i$ segments (ith )eatures that delivers *ene)its valued *y
ea$h $ustomers groups1
Market De%!ri&tion
,-I !o( .I /i$e:s mar+et )alls under a very ni$he segment that depi$ts the region
%9,K, only (here the availa*ility o) potential and prospe$tive *uyers are
e4uipped1 This parti$ular produ$t is relatively high in pri$e than the regular ri$e in
the mar+et due to its )eatures hen$e $an *e sought *y people o) a spe$i)i$ living
standard1 The mar+et )or ,-I !o( .I /i$e $onsists o) $onsumers (ho are
$on$erned a*out health, pre)ers a *etter and healthy diet and (ealthy enough to
pur$hase the parti$ular produ$t1 ,lso it has demand in the *usiness mar+et su$h as
%ia*etes hospital 5BI/%;M8 (here it is pres$ri*ed to patients having dia*etes1
Ta*le 111 sho(s ho( ,-I !o( .I /i$e addresses the needs o) targeted $onsumer
and *usiness segments1
TARETED SEME'T CUST(MER 'EED "E'EFIT
SI'LE 6,/;7T& 9,<I7. %I,B;T;&
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MARRIED 6,/;7T& 9,<I7. %I,B;T;&
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MEDICAL USERS 6/;&-/IBI7. 6,TI;7T&
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,-I !o( .I /i$e pur$hasers are health $on$erned so the targeted mar+et no( (ill
value the *ene)it and $onsume to their satis)a$tion1

Pro#u!t Review
The produ$t ,-I !o( .I /i$e o))ers the )ollo(ing standard )eatures>
Better taste in $omparison to regular ri$e1
7utrition )a$ts1
-ontains !o( .I that o))ers several *ene)its regarding health1
a8 It $ontrols the level o) insulin and *lood glu$ose that helps to $ontrol
dia*etes1
*8 It helps to redu$e high *lood pressure and to de$rease the ris+ o) heart
disease1
$8 It redu$es *ody )at and prevents o*esity1
d8 -ontrolling glu$ose supply and to prolong physi$al enduran$e1
,ttra$tive pa$+aging o) ,-I !o( .I /i$e is also in)ormative as the note
.ood )or dia*eti$ patients is $learly (ritten on the pa$+ and o) $ourse
$ontains the list o) its ingredients along (ith the nutrition )a$ts1
The produ$t (idely di))ers )rom other similar produ$ts as ,-I meti$ulously
sele$ts grains (hi$h are pro$essed under uni4ue s$ienti)i$ te$hni4ues to
ensure proper nutrition )eatures o) lo( .I 5.ly$emi$ Inde381
Co+&etitive Review
/i$e is $onsidered as the staple diet o) Bangladesh and most o) the mar+et share is
already $ontrolled *y the regular ri$e mar+et1 Modern day $onsumption patterns
have $hanged the diets o) the popula$e, )or the (orse1 Ur*an d(ellers seem not
only to *e su))ering )rom malnourishment, *ut also )rom a gradual deta$hment
)rom traditional meals1 The ur*an Bangladeshi?s diet seems to *e slo(ly *ut
inevita*ly leaning to(ards more $onvenient al*eit unhealthy options1 In$reased
in$iden$e o) dia*etes and $ardiovas$ular diseases seems only logi$al, as $holesterol
$ounts are not paid enough heed and (eight management is not done through
in)ormed 0udgment1 In developing $ountries as ours, la$+ o) a(areness and
misin)ormation seems to have rea$hed epidemi$ levels1 5(((1*angladesh*rand)orum1$om8
, )e( $ompanies have introdu$ed ne( )orm o) ri$e to $apture a ni$he segment in
this vast regular ri$e mar+et1 6resently there are only t(o $ompanies operating in
this mar+et o) lo( .I ri$e $ompeting (ith ea$h other and also (ith the regular ri$e
mar+et1
6urnava !td> 6urno is the lo( .I ri$e mar+eted *y 6urnava ltd1 It is availa*le in 1
or @ +g pa$+s1 2ne Kilogram o) the ri$e $osts B%T 1001 This produ$t $an *e
*ought )rom ma0or superstores li+e Meena *aAaar, ,gora, &(apno et$1 and )rom
ma0or pharma$euti$als all over %ha+a1
/egular /i$e Mar+et> ,s most mar+et share is $aptured *y this and (hi$h is also
lo( in $ost and greater availa*ility1
Co+&etitive a#vantage: ,-I nutrili)e !o( .I ri$e holds the $ompetitive
advantage through various aspe$ts>
!o( -ost in $omparison to other )orm o) lo( .I ri$e1 6urna lo( .I ri$e, the
only $ompetitor $harges B%T 100 per +ilo (hereas ,-I nutrili)e lo( .I ri$e
$osts B%T B@ per +ilo along (ith an attra$tive o))er o) *uy C get 1 )ree )or
B%T 3201
Brand image o) ,-I as a $ompany is (ay *etter than that o) 6urnava ltd1 &o
people are more prone to *uy ,-I produ$t than *uying )rom someone else:s
produ$t1
6rodu$t di))erentiation is one o) the ma0or advantage o) ,-I nutrili)e lo( .I
ri$e as $ompared to the regular ri$e mar+et1
Di%tribution Review
The $ompany?s distri*ution $enters are highly streamlined, $omputeriAed and
automated1 'e are $apa*le o) maintaining a $old $hain )or some spe$ialiAed range
o) produ$ts su$h as va$$ines and insulin1 The $om*ination o) this advan$ed
)un$tion and multidimensional $apa*ilities made it possi*le to handle hundreds o)
produ$ts e))i$iently1
The ne( *usiness development area is one o) the most e3$iting areas in ,-I1 9ere
(e +eep a tra$+ on potential areas o) gro(th *eing envisaged in the $ountry, these
are )ollo(ed *y rigorous analysis and su*se4uently mat$hing these (ith ,-I?s
$ompeten$e1 This allo(s ,-I?s gro(th engine to get enough )uel to ta+e its $ourse
)or(ard1
-ommer$ial %epartment o) ,-I is one o) the most vital )un$tional departments o)
the -ompany (hi$h deals (ith the supply $hain a$tivities o) ,-I1 In order to +eep
all the *usinesses running )la(lessly, the dedi$ated and hard(or+ing employees o)
this department maintain a good liaison (ith the $ustomers, *oth national and
international1 The -ommer$ial %epartment is $onsistently a$hieving the *est pri$es
)or the produ$ts that (e pur$hase, ensuring enormous amount o) $ost savings )or
the $ompany1 It o))ers invin$i*le pro)essionalism and e3pertise in the entire
$ommer$ial a$tivities o) ,-I1 5(((1a$iD*d1$om8
S)(T Anal,%i%
Strengt$%:
'utrition feature%: ,-I nutrili)e ri$e sele$ts grains meti$ulously and are
pro$essed under s$ienti)i$ te$hni4ues to ensure proper nutrients )eatures o)
lo( .I 5.ly$emi$ Inde38
Re+e#, for !ertain #i%ea%e%: The .I value is *elo( @0 there)ore the
produ$t is o) lo( .I1 !o( .I per)orms remedial a$tions to improve dia*etes,
high *lood pressure and heart disease, (eight loss and o*esity and prolong
physi$al enduran$e
Swa&no owne# b, ACI: The largest $hain superstore, &(apno is o(ned *y
,-I (hi$h is a great strength )or ,-I nutrili)e lo( .I ri$e1
Attra!tive pa$+aging> The *lue and (hite $olor $om*ination develops a
sense o) $hastity, healthy, 4uality and happiness in peoples mind1
Proof of low I: /e$ogniAed *y University o) &ydney in .I )ood list,
BI/%;M in I*rahim Medi$al -ollege ournal, B//I in their annual report
and an international resear$h $arried out *y %ha+a University, #,2 E
7#6-&6 57ational #ood 6oli$y -apa$ity &trengthening 6rogram8 o) .ovt1
o) as o) $ontaining lo( .I1
Logo !onve,ing +e%%age: The logo surely sends in a strong message 0ust *y
the logo (hi$h is t(o happy )igures1 It also uses a tagline o) 6ure li)e,
7utritious li)e1
)eakne%%:
Relativel, $ig$ &ri!e> ,-I 7utrili)e lo( .I ri$e is relatively o) high pri$e
than o) regular ri$e1 6ri$e o) 1+g pa$+age o) 7utrili)e !o( .I ri$e is *elo(
T+1001 The $urrent pri$e is high in $onte3t to the average in$ome o)
Bangladeshis1
Contribution to &oor $ealt$: ,s this produ$t is o) lo( .I it might
$ontri*ute to poor health also1
(nl, &a!kaging: ,-I 7utrili)e !o( .I /i$e is availa*le only in 1 +g pa$+s
Availabilit,> 2nly availa*le in superstore in Bangladesh su$h as ,gora,
&(apna, .enius, Mega shop et$1
(&&ortunitie%
rowing Market: !o( .I diet is gro(ingly )ollo(ed *y the developed
(orld )or a sound and healthy li)e1 The ur*an Bangladeshi?s diet seems to *e
slo(ly *ut unavoida*ly leaning to(ards more $onvenient although
unhealthy options1
Po%%ibilit, of bran# &ro+otion t$roug$ effe!tive +arketing: The
mar+eting team o) ,-I 7utrili)e lo( .I ri$e, are *etterDo)) than their
$ompetitor in terms o) pri$e, $an )o$us on nutrition:s and $an also portray
the *ene)its it o))ers to improve diseases (hen doing their mar+eting
$ampaigns 1
'ew in t$e +arket> ,s ri$e o) lo( .I is introdu$ed ne(ly in the mar+et
people +no( less a*out the produ$t on the other hand people (ould *e more
interested to try out su$h produ$t1
T$reat%>
Ma-or Co+&etitor: There is only one $ompetitor other than the regular ri$e
mar+et and that is 6urno !o( .I /i$e mar+eted *y 6urnava !td
Low awarene%% of !on%u+er%> Most people have no idea a*out lo( .I ri$e
(hi$h is a serious threat1 ,gain, there is also a per$eption that pa$+aged ri$e
are generally o) higher pri$e1
Target +arket !an be li+ite# or ver, %+all: This mar+et is very small
$ompared to the regular ri$e mar+et o) Bangladesh1 ,$$ording to the produ$t
the mar+et ,-I $an target is ur*an area1 The Target mar+et are generally the
people (ho (ants to live healthy i1e1 do$tors, tea$hers, )amilies and $hildren
and so on1
(b-e!tive% an# I%%ue%
To gain pro)it and signi)i$ant amount o) mar+et share ,-I nutrili)e lo( .I ri$e
needs to per)orm the )ollo(ing a$tivities>
Through e))e$tive mar+eting gra* the target mar+ets attention and get them
to *uy the produ$t
Through mar+eting $ampaigns put the )eatures o) lo( .I ri$e in $onsumers
mind and $reate a trend o) healthy li)estyle
In$rease the gro(th rate )rom 2@F to 3@F in a )is$al year
/ea$h *rea+even *y the 2
nd
year
&u*sidiAation o) pri$e
I%%ue% that (ill *e )a$ed (hen trying to rea$h the o*0e$tives are high pri$e
$ommodity, $onsumers una(are o) the lo( .I $on$ept and $onverting regular ri$e
$onsumer to that o) ,-I nutrili)e lo( .I ri$e1
Marketing Strateg,
,-I:s mission is to enri$h the 4uality o) li)e o) people through responsi*le
appli$ation o) +no(ledge, s+ills and te$hnology1 ,-I is $ommitted to the pursuit
o) e3$ellen$e through (orldD$lass produ$ts, innovative pro$esses and empo(ered
employees to provide the highest level o) satis)a$tion to its $ustomers1 5(((1a$iD*d1$om8
,-I nutrili)e lo( .I ri$e:s mar+eting strategy is *ased on the positioning o) the
produ$t1 Their primary target are higher in$ome individuals and )amilies (ho are
health $on$erned1 Their se$ondary $onsumer target mar+ets are medi$al users (ho
either have heart diseases and dia*etes or are vulnera*le to(ards it1 %emand )or
the lo( .I ri$e is e3pe$ted to *e signi)i$antly large, $onsidering that there are
already over G million dia*eti$s in Bangladesh1 The $urrent demand )or lo( .I ri$e
is around 3000 +g per month1 5(((1*angladesh*rand)orm1$om8
Po%itioning
By using produ$t di))erentiation, (e are positioning ,-I nutrili)e lo( .I ri$e as
nutritious, healthy and e))e$tive diet tool )or personal use1 The mar+eting strategy
(ill have to )o$us on the lo( .I )eature that it o))ers and $onvey the message o)
*ene)its it o))ers regarding remedial a$tions to(ards disease to the target mar+ets1
Pro#u!t %trateg,
,-I nutrili)e lo( .I ri$e, in$luding all the )eatures des$ri*ed in the earlier produ$t
revie( is sold (ith a very attra$tive o))er to promote its sale1 The o))er is *uy C
and get 1 )ree this attra$tive o))er is 0ust )or B%T 3201 -reating a healthy so$iety or
$reating a trend o) leading a healthy li)e is the +ind o) impa$t this produ$t should
leave on the $onsumers mind through its up$oming mar+eting $ampaigns and
promotions1 The *rand logo 52 $artoon )igures in happy posture8 is lo$ated in the
pa$+aging o) the produ$t *y (hi$h healthy 0oyous li)e is depi$ted1
Pri!ing %trateg,
,-I nutrili)e lo( .I ri$e is introdu$ed in the mar+et
Di%tribution Strateg,
,-I nutrili)e lo( .I ri$e is distri*uted through a net(or+ o) retailers and
superstores (ithin %ha+a1 The most important $hannels o) distri*ution are>
Agora: ,s ,gora is the most prominent superstore in %ha+a so it (ill $arry
the produ$t in stores as (ell as in their $atalogs1
Meenabazar: Meena*aAar (ill simply sell the produ$t in their superstore1
Retailers: The produ$t (ill *e availa*le in retail shops around %ha+a
in$luding 6harma$ies1
Swapno: This is the parti$ular superstore (hi$h is o(ned *y the $ompany
itsel) so the produ$t (ill *e pla$ed in the most lu$rative shelves )or *etter
enhan$ement to the $ustomer1 In addition, $reating a good image in people
minds through all possi*le (ay i1e1 *anners and )estoons displaying
nutrition )a$ts and lea)lets and *ro$hures (ill *e handed to the $ustomers1
"u#get%
To rea$h the $ustomers dire$tly and ma+e them a(are o) ,-I nutrili)e lo( .I ri$e,
(e are going to use the )ollo(ing promotions>
!ea)lets E *ro$hures> In)ormative lea)lets and *ro$hures (ill *e pla$ed in hospitals
re$eption and re$eption o) superstores li+e &(apno, meenaD*aAar and ,gora1
Bill*oards> Bill*oard advertisement should *e done in the ri$h neigh*orhoods and
*usy areas li+e moti0heel, *ashundhara gate, moa+hali et$1 &treets o) %ha+a (hi$h
are mostly *usy are the *est suita*le pla$e )or *ill*oards (ith all the *ene)its noted
do(n as people (ill travel slo( or might *e stu$+ in those spots and vie( and
learn a*out ,-I nutrili)e lo( .I ri$e1
Banner, posters E #estoons> These should *e pla$ed near or (ithin hospitals and
superstores1 ,s more heart and dia*eti$ patients $on$entration is in hospitals it
(ould *e the pla$e (here *anners and posters should *e posted1 ,gain as &(apna
is o(ned *y ,-I so it (ill *e )ree o) $ost to put up *anners and posters in there1
!o( $ost ,dvertisement> In the $atalogs o) superstores there should *e
advertisement o) ,-I nutrili)e lo( .I ri$e as superstores are the only distri*ution
$enters and also the pla$e (here our target mar+ets $ome )or shopping mostly1
Internet> ,$$ording to our mar+et segmentation the targeted $ustomers (e )o$used
on are generally o) high living standard1 -orrespondingly people (ith high
standard o) living o) people living in %ha+a uses internet very o)ten there)ore
mar+eting should also *e done through #a$e*oo+ as a huge population o) %ha+a
uses this so$ial net(or+ing site1