Client Brief Of ACIAerosol

Course: MKT 337 PromotionalManagement

Submitted to Mr. Shafquat Kabir (SQK)

Done By:

Muhaiminul Ahmed 132 1333 030

Noor A Alah Shahariar 132 1304 630

Tanzina Islam 131 0305 030

Shahadat Hossain 042 250 030

Ali Tasneem 123 0497 030

Where Are We Now?

Core Product and Service

Advanced Chemical Industries (ACI) limited. It was established

in 1973 and since then we have been producing pharmaceutical

products, consumer products and agribusiness products. 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.

Under consumer product section fall ACI aerosol for which this

client brief was made. ACI aerosol is mostly known as mosquito

repellent and this product is serving our customer very

efficiently. In the fields of mosquito repellent we obtain the

highest of market shares. Pictures of our product with different

sizes are given below:

Nowadays ACI has been facing competitions from various mosquito

repellants, namely as Mortein, a brand by Reckitt Benckiser, Hit

by Godrej and Xpel by Square Toiletries Ltd. Pictures our

competitors are given below:

250ml

One of the competitive advantages we have is that we offer ACI

aerosol in different sizes to customers. This allows our customer

with more choices. Here with different prices related to their

sizes are given below along with our competitors:

Manufacturing and Distribution Channels

ACI Limited’s head office is located Tejgaon Industrial Area

Dhaka Bangladesh. The company maintains strategically located

sales centers in nineteen different locations across the country.

It has developed an advanced distribution system through its

skilled and trained manpower and a large fleet over eighty

vehicles. The distribution system is fully equipped for handling

continuing volume of diverse range of products from the various

businesses.

Key Issues

Loss of market share: Though we remain the market leader but

our sales have significantly declined due to lack of ad

campaigns.

In the above figure the two pie-charts are showing sales

decline in two years time. LankaBangla Finance had done a

survey and it showed that in 2012 our market share was 87%

and our competitors’ were overall 13%. Later in 2013 when we

did a survey and it showed that the market share has fallen

by 3% to 84% and our competitors’ market shares were

increased by 3%. Although the percentage may seem to be

miniscule but the monetary amount it represents is enormous.

Frequency of Competitors Campaigns: brands like Mortein and

Hit are more frequent when it comes to promotional

campaigns. On the other hand, there has been no noticeable

promotional effort from us, in the recent light.

Foreign ad campaigns: Due to the dominating presence of Indian television channels, the ad campaigns of Mortein or

Hit, affect the markets of Bangladesh. This may be due to

the fact that the target market of India and Bangladesh may

share similar segmentation features.

Where Do We Want To Be?

The long term goodwill of our brand and widespread availability

of ACI Aerosol has made us to hold a large share of the market

even after facing all the key issues mentioned from its

competitors’ products and variants. Therefore we came to a

conclusion of our main objective:

“Increase brand share by 3% by volume through ad campaigns during

the promotional period of 3 months”

Hence, our efforts will be to increase our brand share by volume

by at least 3%, through this ad campaign starting from 1st of

October to the end of December. This mainly refers to a sales

objective by increasing volume. Through this ad campaigns we want

to remind our customers that we are still there in the market.

Through this we would like to focus on another fact that is to

reduce our customer attrition. This has been caused by our

competitors continuous and repetitive ad campaigns, whereas there

were no remarkable or noticeable ads done by our company for ACI

Aerosol in recent times. For example, few ads done by our

competitors in current times:

What Are We Doing To Get There?

ACI aerosol has a long term reputation of being effective when it

comes to eliminating mosquitoes. Also has stronghold on

distributions to ensure availability to target customers. To

further maintain this goodwill and reach our campaign objective

we shall do the following:

Share of Voice: We are willing to increase and maintain a

promotional spending that is greater than our competitors’

spending. Thus ensuring greater share of voice.

Price Discounts: We shall be offering price discounts to

stimulate purchases during the promotional period. The price

discounts shall be minor not exceed to the extent that it

results in losses for us.

Who Do We Need To Talk To?

Aerosols are a mass market product targeted toward the

Socioeconomic Group A and B. It is also understood that its

purchase requires low involvement and is habitual. That also

means that the customers who are switching from ACI Aerosol to

our competitors brand are demonstrating variety seeking behavior.

For them our brand is a ‘same, old and boring’ product. So our

aim shall be towards the retention these customers. This can be

done through the reminders of the effectiveness of our brand, its

reputation and the fact that this product does not only repel

mosquitoes but usage of ACI Aerosol is also a precautionary step

towards preventing life threatening disease such as malaria and

dengue. They should be reminded that we were and are here to

protect their and their loved ones’ health and thus life.

How Will We Know We Have Arrived?

To assess the effectiveness of our campaign we shall take the

following measures:

Before/ After Study: At the beginning and at the end of our

campaign we shall conduct surveys of our markets sales data

to check whether the campaign has been successful to reach

its objective.

Marginal Analysis: Also throughout the campaign period we

shall conduct marginal analysis of our sales to cost data.

We shall continue spending as long as the incremental cost

is not equal to the incremental revenue.

Practicalities

Budget: The budget allocated for the campaign is BDT 40,00,000 or

Forty Lacs only. All the processes that are needed to be carried

out to achieve campaign objective has to be carried out within

this amount.

Timing: The briefing starts at 1st of September, a whole month

before the main promotional campaign from October 1st, with the

presentations and other formalities done throughout September.

Mandatory: All media vehicles used in the campaign must carry the

corporate logo of ACI and its color themes. Slogan for this

campaign is, ‘Abar Marbo Mosha’ translatable to ‘Let’s Kill

Mosquitoes Again’.