ACI Salt

The Integrated Marketing Communication Plan

The Integrated Marketing Communication Plan
MKT-337, Sec-3, Group-7
MKT-337, Sec-3, Group-7
ACI limited
ACI limited
SBUs SBUs: :

Pharmaceuticals Pharmaceuticals

Consumer Brands & Commodity Consumer Brands & Commodity

Products Products

Agribusinesses: Agribusinesses:
1. 1. Crop Care Public Health Crop Care Public Health
2. 2. Livestoc & !isheries Livestoc & !isheries
". ". !ertili#er !ertili#er
$. $. Crops Crops

%eeds %eeds
ACI Salt
ACI Salt

BACKGROUND OF THE PRODUCT: BACKGROUND OF THE PRODUCT:

Introduction of the Product:
Introduction of the Product:

In August 2005, ACI Salt was launched in the market. In August 2005, ACI Salt was launched in the market.
With world class technolog, and the most modern With world class technolog, and the most modern
machineries, ACI Salt is !rocessed through machineries, ACI Salt is !rocessed through
the "acuum e"a!oration sstem which ensures the "acuum e"a!oration sstem which ensures
#00$ !ure, crstal white, !ro!erl iodi%ed and free #00$ !ure, crstal white, !ro!erl iodi%ed and free
&lowing edi'le salt. &lowing edi'le salt.

ACI Salt
ACI Salt

Product Purpose:
Product Purpose:

(e)t to water, salt is the most essential item in (e)t to water, salt is the most essential item in
human diet 'ut it has alwas 'een a "er low human diet 'ut it has alwas 'een a "er low
in"ol"ement commodit !roduct for most in"ol"ement commodit !roduct for most
of the consumers. *'ser"ing this situation of the consumers. *'ser"ing this situation
ACI +imited, one of the leading conglomerates ACI +imited, one of the leading conglomerates
of the countr, decided to o,er the consumers the of the countr, decided to o,er the consumers the
-nest .ualit of edi'le salt com!ara'le to an -nest .ualit of edi'le salt com!ara'le to an
international 'rand and thus contri'ute to international 'rand and thus contri'ute to
enrich the .ualit of life of !eo!le which is enrich the .ualit of life of !eo!le which is
in line with ACI/s cor!orate mission. in line with ACI/s cor!orate mission.
ACI Salt
ACI Salt

Situation analsis:
Situation analsis:
#. #.
Internal Situation:
Internal Situation:


+eadershi!:
+eadershi!:


Infrastructure:
Infrastructure:



&irm/s Product0Ser"ice:
&irm/s Product0Ser"ice:


Financial Abilities:
Financial Abilities:


Human Resources:
Human Resources:



Machines:
Machines:

ACI Salt
ACI Salt

External Situation:
External Situation:


Customers:
Customers:


Characteristics:
Characteristics:



Buyin Pattern:
Buyin Pattern:



Competitors! "n#ormation:
Competitors! "n#ormation:
ACI Salt
ACI Salt

S$%& Analysis:
S$%& Analysis:

Strenths:
Strenths:

'uality 'uality
Pioneer in ne( technoloy Pioneer in ne( technoloy
Public "mae Public "mae
ACI Salt
ACI Salt

$ea)ness:
$ea)ness:
*+ *+


,ess Supply
,ess Supply
-+ -+


Hih production cost
Hih production cost
.+ .+
/ery (hite colored salt
/ery (hite colored salt


created misconception
created misconception
ACI Salt
ACI Salt

%pportunities:
%pportunities:
*+ *+
Meetin demand
Meetin demand

-+ -+
Reduced ris) and Ris) ta)er
Reduced ris) and Ris) ta)er
.+ .+
"nternational expansion o#
"nternational expansion o#
0+ 0+
Business Ban on salt import
Business Ban on salt import
ACI Salt
ACI Salt

&hreats:
&hreats:
1. 1.
New competitors
New competitors

2. 2.
Not bei! "b#e to meet $em"$
Not bei! "b#e to meet $em"$
%. %.
B" t"&e o'' o importi! s"#t
B" t"&e o'' o importi! s"#t
ACI Salt
ACI Salt

I1C o'2ecti"es:
I1C o'2ecti"es:

1. 1. To educate consumers about the reposition of To educate consumers about the reposition of
ACI salts image from 100% pure to ACI salts image from 100% pure to
Medha i!ashe Saha""o #ore Medha i!ashe Saha""o #ore
$helps to enhance brilliance% b& '00(. $helps to enhance brilliance% b& '00(.
ACI Salt
ACI Salt

'. To create consumer a)areness about the '. To create consumer a)areness about the
necessit& of right amount of Iodines necessit& of right amount of Iodines
presence in salt b& '00(. presence in salt b& '00(.

*. To create an association )ith *. To create an association )ith

+ +isshasahitto #endro, and )or! together isshasahitto #endro, and )or! together
)ith them to build an enlightened and )ith them to build an enlightened and
meritorious angladesh. meritorious angladesh.
I1C *'2. 3Contd.4
I1C *'2. 3Contd.4

-. To increase our mar!et share b& . % )ithin -. To increase our mar!et share b& . % )ithin
ne/t * &ears. ne/t * &ears.

.. To put up another factor& of ACI SA0T in .. To put up another factor& of ACI SA0T in
Chittagong b& the middle of '010. Chittagong b& the middle of '010.

1. To e/pand distribution of ACI SA0T in 1. To e/pand distribution of ACI SA0T in

#hulna district )ithin 10 months. #hulna district )ithin 10 months.
ACI Salt
ACI Salt

Positioning Strategies:
Positioning Strategies:

ACI Salt )as launched at a premium price2 ACI Salt )as launched at a premium price2
'.% higher that most of the competitors. '.% higher that most of the competitors.

The core functional benefits )ere used as the The core functional benefits )ere used as the
reasons to belie3e ACI Salts claim that dreams reasons to belie3e ACI Salts claim that dreams
of a brilliant angladesh. This campaign also of a brilliant angladesh. This campaign also
became 3er& successful especiall& in establishing became 3er& successful especiall& in establishing
emotional attachment )ith the target emotional attachment )ith the target
consumers based on the functional pillars of consumers based on the functional pillars of
proper iodi4ation and purit&. proper iodi4ation and purit&.
ACI Salt
ACI Salt

Media Mi/5 Media Mi/5 Media mix is the comination Media mix is the comination
!or a promotional campaign" Media mix !or a promotional campaign" Media mix
decisions are t#picall# ased on se$eral decisions are t#picall# ased on se$eral
!actors like cost per contact, reach" !actors like cost per contact, reach"
%re&uenc#, target audience considerations, %re&uenc#, target audience considerations,
!lexiilit# o! the medium, noise le$el and !lexiilit# o! the medium, noise le$el and
the li!e span o! the medium" the li!e span o! the medium"

&/:
&/:

Mass co1erae Mass co1erae

Creati1ity and "mpact Creati1ity and "mpact

ACI Salt
ACI Salt

(ews!a!ers:
(ews!a!ers:

Hih co1erae
Hih co1erae

&imely
&imely

Maa2ines:
Maa2ines:

Sementation potential
Sementation potential

,one1ity
,one1ity

ACI Salt
ACI Salt

Ot(er O)t$oor *e$i)ms o' promotio )se$ Ot(er O)t$oor *e$i)ms o' promotio )se$
b+ AC, s"#t: b+ AC, s"#t:

-(op si! -(op si!

B"ers "$ Festoos: B"ers "$ Festoos:

B)s p"iti!. B)s s(e#ters. -tic&er. /"## p"it: B)s p"iti!. B)s s(e#ters. -tic&er. /"## p"it:

Iftaar Timing5 Iftaar Timing5

illboards5 illboards5

6ha!a International Trade 7air 6ha!a International Trade 7air

$6IT7 '010 and on)ards% $6IT7 '010 and on)ards%
ACI Salt
ACI Salt

Ot(er O)t$oor *e$i)ms o' promotio )se$ b+ Ot(er O)t$oor *e$i)ms o' promotio )se$ b+
AC, s"#t: AC, s"#t:

S!onsoring cooking !rograms and reci!es, S!onsoring cooking !rograms and reci!es,
Planning to s!onser 5Siddi.a 6a'ir/s 7eci!e8 Planning to s!onser 5Siddi.a 6a'ir/s 7eci!e8

S!ecial !romotion S!ecial !romotion

ACI Salt
ACI Salt

Ad aency:
Ad aency:

"n house Ad aency: "n house Ad aency: AC" Creati1e AC" Creati1e
Communications+ Communications+

%utside Ad aency: %utside Ad aency: Protishobdo Protishobdo

Communications+ Communications+
ACI Salt
ACI Salt

7ecommendation:
7ecommendation:
#. #.

ACI salt neglects the immense !ower of ACI salt neglects the immense !ower of
radio !romotion. 7adio has 'een gaining radio !romotion. 7adio has 'een gaining
!o!ularit since the introduction of &1 !o!ularit since the introduction of &1
radios like 7adio &oorti, 7adio 9oda. radios like 7adio &oorti, 7adio 9oda.

ACI Salt
ACI Salt

AC& salt deemed its promotional budget. %o' AC& salt deemed its promotional budget. %o'
(e recommend them to carry on their promotional (e recommend them to carry on their promotional
campaign as be)ore so that consumers do not )orget campaign as be)ore so that consumers do not )orget
about them . about them .

AC& salt can tae up a pro*ect (here they (ill AC& salt can tae up a pro*ect (here they (ill
provide salt to only rural customers at a lo(er rate provide salt to only rural customers at a lo(er rate
than it is sold in cities as a part o) their than it is sold in cities as a part o) their
Corporate %ocial +esponsibility. Corporate %ocial +esponsibility.
9hank :ou
9hank :ou