Analyzing promotional strategies on ACI pure salt (internship report)

Analyzing Promotional Strategies of ACI Pure Salt

I

Internship Report

On

Analyzing Promotional Strategy of ACI Pure Salt

Prepared For:

Md. Aslam Uddin

Internship Supervisor, BBA program

Assistant Professor

Department of Marketing

Prepared By:

Jamil Ahmed

ID No. 10113101103

Intake: 25th

Major in Marketing

BBA Program

Bangladesh University of Business & Technology (BUBT)

Date of Submission: 18th March, 2015

II

Letter of Transmittal

18 March, 2015

Md. Aslam Uddin

Internship Supervisor, BBA program

Assistant Professor


Subject: Submission of internship report on “Analyzing Promotional Strategies of ACI

Super Salt”

Sir,

I am very glad to know to submit the report on “Analyzing Promotional Strategies of ACI

Super Salt” would like to say that this report is very helpful for me to gather real life

experience about whole job activities performed in a bank. I tried my best to achieve the

objectives of the report and it will be helpful as well as the purpose of making this report.

I believe that the knowledge and experience I have gathered during my report preparation

will immensely help me in my professional life. I will be obliged if you kindly approve this

effort.

Sincerely yours,

…………………………

Jamil Ahmed

ID. No: 10113101103

Intake: 25th (Marketing)


III

Student’s Declaration

I do hereby declare that the internship report on “Analyzing Promotional Strategies of ACI

Pure Salt”, has been written by me under the appropriate guidance of Md. Aslam Uddin,

Assistant Professor, Department of Marketing, Bangladesh University of Business &

Technology (BUBT), in fulfillment of the requirement for the award Bachelor of Business

Administration (BBA).

It is also declare that the report was not submitted for any Degree or title recognition before.

…………………………………..

Jamil Ahmed

ID No: 10113101103

25th Intake

BBA (Major in Marketing)


IV

Certificate of Supervisor

This is to certify that Jamil Ahmed is a student of BBA Major in Marketing, ID No.

10113101103 successfully completed his “Internship Program” entitled “Analyzing

Promotional Strategies of ACI Super Salt” under my supervision as the partial fulfillment for

the award of BBA degree. He has done his job according my supervision and guidance. He has

tried his best to do this paper successfully. I think this program will help him to build his future

career.

I wish his success and prosperity.

……………………………………

Md. Aslam Uddin

Assistant Professor



V

Acknowledgment

I am grateful to many individuals for completing my internship report successfully. First of

all, I would like to thank Bangladesh University of Business & Technology (BUBT) and ACI

limited for giving me the opportunity of having an Internship program. I have gathered an

enormous deal of experience while going through the internship period and preparation of

this report.

I am thankful to my Internship Supervisor, Md. Aslam Uddin, Assistant Professor in

Department of Marketing, BUBT; for guiding me and encouraging me to work on this

exciting topic for my internship paper. I strongly believe that, these will assist me a lot to

make me more professional and building my future professional career.

I would like to gratify my external supervisor Mr. Reasat Salam, Assistant Brand Manager of

Consumer Brand (ACI pure salt), ACI Ltd for his guidance and cooperation to prepare this

report. He has enriched me with the necessary ideas and concept for unremitting

improvement of the report.

Finally, my heartiest thanks go to others who were involved and helped directly and

indirectly to prepare this report. Without them all these wouldn’t have been made possible.

VI

Table of Contents

Chapter Topics Pages

Cover Page

Title Page I

Letter of Transmittal II

Student’s Declaration III

Certificate of Supervisor IV

Acknowledgement V

Executive Summery VI

Chapter-1 Introduction 1.01. Introduction 2

1.02. Origin of the Report 2

1.03. Objective of the study 2

1.04. Methodology of the study 2

1.05. Scope of the study 3

1.06. Limitations of the study 3

Chapter-2 Literature Review

Chapter-3 Company Overview 3.01. ACI Historical Background 9

3.02. Management Committee and Directors 9

3.03. Important dates and milestone dates of ACI Limited 11

3.04. Company Mission 11

3.05. Company Vision 12

3.06. Company Values 12

3.07. Business Units 12

3.08. Fundamental Departments of ACI 14

3.09. Quality Policy 14

3.10. Environmental Policy 14

Chapter-4 Job Responsibilities 4.01. Nature of the Job 17

4.02. Different aspects of job performance 17

4.03. Critical Observations 18

4.03.1. Advantages of Market Audit 18

4.03.02. Market Overview 19

4.03.04 Recommendation 21

Chapter-5 Promotional Strategies 5.01. Objectives of the campaign of ACI salt 23

5.02. Push or Pull 23

5.03. Promotion through the Product Life Cycle 24

5.05. Perspective of Consumer Behavior 27

VII

5.06. Achievement 29

5.07. SWOT Analysis 31

Chapter-6 Analysis Questionnaire analysis in Promotional Strategies of ACI Pure Salt. 33

6.1 Types of Product 33

6.2 Types of Offer 34

6.3 Advertising Media 35

6.4 Position of Promotional Activities 36

6.5 Consumer Demand Needs 37

6.6 Increases Brand Demand 38

6.7 Product Information in Online 39

6.8 Billboard Attractiveness 40

6.9 Sales People Performance 41

6.10 Effectiveness of Advertising 42

6.11 Brand Image Increases 43

6.12 Attractive Packaging 44

6.13 Brand Image Attractiveness 45

6.14 Advertising Campaign 46

6.15 Advertising Promotion 47

6.16 Media Sector Promotion 48

6.17 Discount Offer 49

6.18 Social Networking Performance 50

6.19 Print Media 51

6.20 Effectiveness of TV 52

6.21 Performance of Free Offer 53

Chapter-7 Findings, Recommendation & Conclusion 7.01. Major Findings 55

7.02. Conclusion 56

7.03. Recommendations 57

Bibliography 58

Appendix 59

Questionnaire 60-61

VIII

Table of Graph

Graph No. Topics Page Graph: 6.1 Types of Product 33

Graph: 6.2 Types of Offer 34

Graph: 6.3 Advertising Media 35

Graph: 6.4 Position of Promotional Activities 36

Graph: 6.5 Consumer Demand Needs 37

Graph: 6.6 Increases Brand Demand 38

Graph: 6.7 Product Information in Online 39

Graph: 6.8 Billboard Attractiveness 40

Graph: 6.9 Sales People Performance 41

Graph: 6.10 Effectiveness of Advertising 42

Graph: 6.11 Brand Image Increases 43

Graph: 6.12 Attractive Packaging 44

Graph: 6.13 Brand Image Attractiveness 45

Graph: 6.14 Advertising Campaign 46

Graph: 6.15 Advertising Promotion 47

Graph: 6.16 Media Sector Promotion 48

Graph: 6.17 Discount Offer 49

Graph: 6.18 Social Networking Performance 50

Graph: 6.19 Print Media 51

Graph: 6.20 Effectiveness of TV 52

Graph: 6.21 Performance of Free Offer 53

IX

Executive Summary

ACI Consumer Brands was initiated in 1995 with two major brands of the company – ACI

Aerosol and Savlon. After some years, ACI has entered in to the commodity food business with

“ACI Pure” Brand. The aim is to provide purest of the food products to Bangladeshi consumers

at affordable price for which ACI has invested in very large scale in state of the art

manufacturing facilities for daily kitchen essentials like vacuum evaporated edible Salt, Spices

and Flour. ACI Pure Salt is selected number 1 brand in four years and trusted name in the

industries of Salt for a long time. The objective of this study is to analyze the promotional

strategies of ACI Pure Salt. Descriptive research is used to conduct this study. This study has

been completed by using primary data and secondary data. Non probability convenience

sampling technique is used to select the sample. The sample size is 40 respondents who use or

purchase ACI salt.

In the analysis part I have discussed about different promotional strategies of ACI Pure Salt.

In findings, it is showed the promotional strategies are so much effective for ACI Super Salt.

Meanwhile suggestions and recommendations were included in order to eradicate the

weaknesses of their department.

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Chapter-One

Introduction

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1.01. Introduction

Promotional tools are a vital part of a marketing strategy. In this report I have discussed about

how the organization is using its promotional tools like TVC, RDC, Billboard, Trade offers

and so on. Moreover, I have focused on some important strategies that are effective for

boosting up the sales.

1.02. Origin of the Report

This report has been prepared as a part of my BBA program, the report I prepared on

“Promotional Strategy of ACI Pure Salt” based on the organization of ACI Ltd. This

report gave me the opportunity to explore one of the most efficient, effective and innovative

preparation of promotional strategies. The report on “Promotional Strategy of ACI Pure

Salt” is prepared by individually under the supervision and guidance by Md. Aslam Uddin,

Assistant Professor, Department of Marketing, Bangladesh University of Business &

Technology (BUBT).

1.03. Objective of the study

The main objective of the report is to analyze the promotional strategy of ACI Pure Salt. The

specific objectives are as follows:

To know the promotional tools that ACI Pure Salt is mostly using

To know which promotional tools are more effective for ACI Pure Salt

To recommend some measures against major findings.

1.04. Methodology of the study

Type of research: Descriptive research is used to conduct the study.

(i) Primary Data: Questionnaire survey is used to collect information from the respondents.

(ii) Secondary Data: For the completion of the present study, secondary data has been

collected. The main sources of secondary data are:

Annual Report of ACI.

Website of ACI (www.aci-bd.com).

http://www.aci-bd.com/

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Sampling Plan:

● Population: All the customers of ACI Pure Salt in Dhaka city.

● Sampling frame: No well-structured sampling frame is found.

● Sampling elements: Sampling element is the individual customers in Dhaka city.

● Sampling procedure: Non probability convenience sampling technique is used.

● Sampling size: I have selected a sample of 40 respondents.

● Time period and data collection: I take 20 days from 8th February to 28th February

to complete this survey.

1.05. Scope of the study

After reading this report, the reader will easily understand the position of ACI Pure Salt in

salt business in Bangladesh and how promotional strategies effect to develop ACI Pure Salt

on the society.

1.06. Limitations of the study

I have focused on some important strategies that are effective for boosting up the sales. To

make a report various aspects and experiences are needed. But I have faced some barriers for

making a complete and perfect report. These barriers or limitations, which hinder my work,

are as follows:

Difficulty in accessing data of its internal operation.

Some information was withheld to retain the confidentiality of the organization.

I was placed for only around 3 months of time & working like a regular employee hindered

the opportunity to put the effort for the study. The time spent was not sufficient enough to

learn all the activities of the organization properly. Therefore, it was very difficult to carry

out the whole analysis.

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Chapter-Two

Literature

Review

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Promotion is one of the market mix elements or features, and a term used frequently in

marketing. The specification of five promotional mix or promotional plan. These elements

are personal selling, advertising, sales promotion, direct marketing, and publicity. A

promotional mix specifies how much attention to pay to each of the five subcategories, and

how much money to budget for each. A promotional plan can have a wide range of

objectives, including: sales increases new product acceptance, creation of brand equity,

positioning, competitive retaliations, or creation of a corporate image. Fundamentally,

however there are three basic objectives of promotion. These are:

♦ To present information to consumers as well as others.

♦ To increase demand.

♦ To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use

internet advertisement, special events, endorsements, and newspapers to advertise their

product. Many times with the purchase of a product there is an incentive like discounts, free

items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing

company, but not normally to the public or the market - phrases like "special offer" are more

common.

Promotional activities to push a brand enabling social media channels to spread content

making something viral such as the advertising by Coke using the release of a new bond film

creating a huge amount of attention which then gets promoted across all social channels by

people spreading the information due to excitement.

The Promotional mix is a combination of the different types of promotion. Promotion keeps

the product in the minds of the customer and helps stimulate demand for the product. The

ongoing activities of advertising, sales promotion, Public Relations, personal selling and

direct marketing are often considered aspects of promotion.

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i. Advertising: The means of providing the most persuasive possible selling message to

the right prospects at the lowest possible cost".

Kotler and Armstrong provide an alternative definition:-"Advertising is any paid

form of non-personal presentation and promotion of ideas, goods and services

through mass media such as newspapers, magazines, television or radio by an

identified sponsor".

• Any paid form of non-personal presentation and promotion of ideas, goods, or

services.

• Reaches large, geographically dispersed audiences, often with high frequency.

• Impersonal; one-way communication

• The major tools are:

♦ Print Media

♦ Broadcast Media

♦ Outdoor Media

♦ Internet & Website

ii. Sales promotion: “An activity designed to boost the sales of a product or service. It

may include an advertising campaign, increased PR activity, a free-sample

campaign, offering free gifts or trading stamps, arranging demonstrations or

exhibitions, setting up competitions with attractive prizes, temporary price

reductions, door-to-door calling, telemarketing, and personal letters on other

methods”. More than any other element of the promotional mix, sales promotion is

about “action”. It is about stimulating customers to buy a product. It is not designed

to be informative – a role which advertising is much better suited to.

iii. Public relation: “The planned and sustained effort to establish and maintain goodwill

and mutual understanding between an organization and its publics”.

Public relations activities include, press releases. Company literature, videos,

websites and annual reports.

iv. Personal selling: Personal selling is oral communication with potential buyers of a

product with the intention of making a sale. The personal selling may focus initially

on developing a relationship with the potential buyer, but will always ultimately end

with an attempt to "close the sale“

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Personal selling is one of the oldest forms of promotion. It involves the use of a

sales force to support a push strategy (encouraging intermediaries to buy the

product) or a pull strategy (where the role of the sales force may be limited to

supporting retailers and providing after-sales service).

v. Direct marketing: Direct marketing is concerned with establishing an individual

relationship between the business offering a product or service and the final

customer.

Direct marketing has been defined by the Institute of Direct Marketing as:

“The planned recording, analysis and tracking of customer behaviour to develop

a relational marketing strategies”.

The process of direct marketing covers a wide range of promotional activities, these

include:

• Direct-response adverts on television and radio,

• Mail order catalogues,

• E-commerce,

• Magazine inserts,

• Direct mail,

• Telemarketing.

In 1967, Kotler identified the marketing audit as something apart from as more

comprehensive than the other control efforts of the firm. It was indicated that a clear

understanding and evaluation of the entire marketing operation would be helpful to avoid

dealing with symptoms rather than addressing the fundamental organizational marketing

problems.

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Chapter-Three

Company

Overview

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3.01. ACI Historical Background

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 three major

Strategic Business Units (SBU‟s), which are, Healthcare, Consumer Brands and

Agribusiness.

3.02. Management Committee and Directors

3.02.1. Chairman's Profile:

Mr. M Anis Ud Dowla, the Chairman of ACI Limited, is one of the most successful

personalities in Bangladesh business circle. He has maintained a high profile, and has

provided leadership to business community in different capacities. Mr. Dowla served in the

British Oxygen Group of UK in Pakistan, Bangladesh and Kenya for 27 years, including 12

years as Managing Director of Bangladesh Oxygen Ltd. In 1987, he became the Group

Managing Director of the three ICI companies in Bangladesh. With experience gathered

while working with British Multi-nationals for over 32 years, Mr. Dowla has continued to

maintain the multinational culture and management style in ACI, with special emphasis on

quality, productivity and customer services.

Mr. Dowla was the President of Metropolitan Chamber of Commerce & Industry for three

terms in 1975, 1976 & 1977 and the President of Bangladesh Employers' Federation for four

terms in 1976, 1977, 1994 and 1995.

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3.02.2. Management Committee:

Mr. M AnisUdDowla Chairman

Mr. ArifDowla Managing Director

Mrs. NajmaDowla Director

Mr. WaliurRahmanBhuiyan OBE Director

Mr. Md. Fayekuzzaman Director

Mr. GolamMainuddin Director

Ms. ShusmitaAnis Salam Director

Ms. Sheema Abed Rahman Director

Mr. Wajed Salam Director

Mr. WaliurRahman Director



3.02.3. Board of Directors:



Mrs. NajmaDowla Director

Mr. WaliurRahmanBhuiyan OBE Director

Mr. Md. Fayekuzzaman Director

Mr. GolamMainuddin Director

Ms. ShusmitaAnis Salam Director

Ms. Sheema Abed Rahman Director

Mr. Wajed Salam Director

Mr. WaliurRahman Director

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3.03. Important dates and milestone dates of ACI Limited

Date Event

1968 Imperial Chemical Industries Pakistan Manufactures Limited (ICI

Pakistan) was established in the then East Pakistan.

24 January, 1973 Incorporation of ICI Bangladesh Manufacturers Limited.

24 January, 1973 Commencement of Business.

5 May, 1992 Imperial Chemical Industries Pakistan Manufactures Limited divested

70% of its shareholding to local management.

5 May, 1992 The name of the company changed to Advanced Chemical Industries

Limited from ICI Bangladesh Manufactures Limited.

9 March, 1994 Listed with Dhaka Stock Exchange.

22 October , 1995 Listed with Chittagong Stock Exchange.

3.04. Company Mission

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.

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3.05. Company Vision

To realize the mission ACI will:

a. Endeavor to attain a position of leadership in each category of its businesses.

b. 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.

c. Develop its employees by encouraging empowerment and rewarding innovation.

d. Promote an environment for learning and personal growth of its employees.

e. Provide products and services of high and consistent quality, ensuring value for

money to its customers.

f. Encourage and assist in the qualitative improvement of the services of its suppliers

and distributors.

g. Establish harmonious relationship with the community and promote greater

environmental responsibility within its sphere of influence.

3.06. Company Values

Quality

Customer Focus

Fairness

Transparency

Continuous Improvement

Innovation

3.07. Business Units

3.08.01. Strategic Business Units (SBU’s):

a. Pharmaceuticals

b. Consumer Brands & Commodity Products:

• Household Insecticides

• Antiseptic & Personal Care

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• Home Care

• Female Hygiene

• Commodity Foods

• ACI Consumer Electronics

• ACI Electrical Division

c. Agribusiness:

i) Crop Care Public Health

ii) Livestock & Fisheries

iii) Fertilizer

iv) Cropex

v) Seeds

vi) Motors

3.08.02. Subsidiaries:

i) ACI Formulations Limited

ii) Apex Leather Crafts Limited

iii) ACI Salt Limited

iv) ACI Pure Flour Limited

v) ACI Foods Limited

vi) Premiaflex Plastics Limited

vii) Creative Communication Ltd.

viii) ACI Motors Limited

ix) ACI Logistics Limited

x) ACI Godrej Agrovet Private Ltd.

xi) Tetley ACI (Bangladesh) Ltd.

xii) Asian Consumer Care (Pvt.) Ltd.

xiii) ACI Consumer Electronics

3.08.03. Joint Ventures:

i) ACI Godrej Agrovet Private Limited

ii) Tetley ACI (Bangladesh) Limited

iii) Asian Consumer Care (Pvt) Limited

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3.08. Fundamental Departments of ACI

Administration department

Finance and planning

Commercial department

MIS department

Distribution department

Training department

HR department

3.09. Quality Policy

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.

3.10. Environmental Policy

ACI is committed to maintain the harmonious balance of our eco-system and therefore

constantly seeks ways to manufacture and produce products in an eco-friendly manner so that

the balance of nature remains undisturbed and the environment remains sustainable.

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In pursuit of this goal, ACI will:

- Comply fully with all local and national environmental regulations.

- Conserve natural resources like water and energy for sustainable development, and

adopt environmentally safe processes.

- Ensure appropriate treatment of all effluents prior to discharge, to prevent pollution or

degradation of environment.

- Ensure appropriate communication and cooperate with internal and external interested

parties on environmental issues.

- Create awareness on environmental issues among our employees and suppliers.

- Adopt modern waste management technology.

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Chapter-Four

Job

Responsibilities

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4.01. Nature of the Job

Mainly I worked at ACI Limited as a Market Auditor of Consumer Brand (ACI Salt). My

supervisor was Assistant Brand Manager Md. Reasat Salam. He supervised my auditing. I

went to different retail markets to know about the market share of ACI salt and others salt

brand. Moreover, I directly communicated with retailers to monitor the trade price and trade

offerings as well as stock of the product. Then, I would submit my audit report to my GSM

(General Sales Manager) Md. Zahidul Alam. He instantly would take action to improvise the

ACI Salt market share. In a nut shell, I would brief the overall scenario of ACI Salt in

different retail markets.

4.02. Different aspects of job performance

The market audit is characterized as a systematic, comprehensive, objective, and independent

approach which can assist the manager to understand the working of the individual parts of

the organization and their contribution to the total system geared toward the achievement of

the organizational objectives. An empirical study of the marketing audit can provide some

insight into management’s perception of the benefits of the marketing audit as well as the

current procedural aspects of the marketing audit, which are currently lacking in the

literature.

4.02.01 Steps in a Marketing Audit:

Marketing audit is not a simple work. It is performed step by step. Marketing auditing

follows the simple three-step procedure shown here:

a. Setting the Objectives and Scope:

The first step calls for a meeting between the company officer(s) and a potential auditor to

explore the nature of the marketing operations and the potential value of a marketing audit. If

the company officers are convinced of the potential benefits of a marketing audit, they and

the auditor have to work out an agreement on the objectives, coverage, depth, data sources,

report format, and time period for the audit.

b. Gathering the Data:

The bulk of an auditor's time is spent in gathering data. Although we talk of a single auditor,

an auditing team is usually involved when the project is large. A detailed plan as to who is to

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be interviewed by whom, the questions to be asked, the time and place of contact, and so on,

have to be carefully prepared so that auditing time and cost are kept to a minimum. Daily

reports of the interviews are to be written up and reviewed so that the individual or team can

spot new areas requiring exploration while data is still being gathered.

c. Preparing and Presenting the Report:

The marketing auditor will be developing tentative conclusions as the data comes in. It is a

sound procedure for him or her to meet once or twice with the company officer before the

data collection ends to outline some initial findings to see what reactions and suggestions

they produce. When the data-gathering phase is over, the marketing auditor prepares notes for

a visual and verbal presentation to the company officer or small group who hired him or her.

The presentation consists of restating the objectives, showing the main findings, and

presenting the major recommendations. Then the auditor is ready to write the final report,

which is largely a matter of putting the visual and verbal material into a good written

communication. The company officer(s) will usually ask the auditor to present the report to

other groups in the company. If the report calls for deep debate and action, the various groups

hearing the report should organize into subcommittees to do follow up work, with another

meeting to take place some weeks later. The most valuable part of the marketing audit often

lies not so much in the auditor's specific recommendations but in the process that managers

begin to go through to assimilate, debate, and develop their own concept of the needed

marketing action.

4.03. Critical Observations

4.03.1. Advantages of Market Audit:

A marketing audit can be defined as a systematic, periodic and a comprehensive procedure of

checking out the marketing activities of a concern. Some of the other benefits and advantages

of marketing audit are as follows:

♦ The audit provides the marketers with an in depth view of the marketing activities that are

going around in the concern. It brings out a complete picture of the entire operations of the

concern. While revealing the various drawbacks the audit process also leads to efficiency.

This process can also be used to lay down an improved marketing plan.

♦ A marketing audit can help a company refine its business practices and improve its

productivity and profitability.

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♦ Marketing audit helps to marketing executives, top management and investors to ensure

that they are doing the right things to help drive growth for their organizations.

♦ A marketing audit is a careful examination and evaluation of marketing practices and

results. It offers a baseline for performance measurements and a framework for effective

business planning to maximize positive external perception and demand generation.

♦ An audit helps the company determine the value of a sale and a sales lead.

♦ There are no permanent "right" answers in marketing. Customers' needs and wants are

moving targets, and marketing programs require testing and retesting to find the most

profitable formula. A marketing audit is the way to achieve success by providing an interim

report card to help the company and their staffs tap into inherent resource.

♦ Marketing audits often lead to strategic marketing change. Careful assessment of the

changing environment, customers, channels, and competitors may lead to a reassessment of

firm direction.

4.03.02. Market Overview:

We have visited different areas or places like Dhaka Metropolitan city and out of the Dhaka

city to find out the ACI salt market share. Moreover, we have visited different districts. We

can divide three categories. In these areas and districts we have visited near about 1000 retail

shops. We have found some observation regarding the ACI salt and other salt brands

throughout the country

Dhaka Metropolitan Surroundings Dhaka Districts Outside Dhaka Districts

● Mirpur ● Savar ● Khulna

● Dhanmondi ● Tongi ● Patuakhali

● Old Dhaka ● Gazipur ● Barisal

● Uttara ● Asulia ● Bhola

● Jatrabari ● Jessore

● Gulshan ● Noakhali

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● Banani ● Norshingdi

● Mohammodpur

● Badda

● Azampur

● Seyadabad

4.03.03. Findings from the Market Audit:

As we have visited different places, we can find out some drawbacks for ACI salt that causes

fall down its market share in some places. These are following below-

a. Lack of proper monitoring:

In some areas like- Barisal, Patuakhali etc we have found ACI market share was very low.

While we were asking to retailers, they complained for irregular monitoring.SR (Sales

Representative) and distributor’s didn‟t come frequently for providing ACI salt. It is

therefore, others salt brand got chance to grab that market.

b. Lack of achieving credibility among retailers and distributors:

Behavior and approach is very important for achieving credibility among distributors &

retailers. In some areas distributors couldn’t behave politely towards the retailers. Moreover,

distributors would provide their products particularly to the wholesalers. They neglect the

small retailers who were likely to purchase their products. As a result, market share of ACI

pure salt were getting low.

c. Comparatively weak trade offers:

Trade offer is one kind of promotion to attract the retailers. But due to weak trade offers

retailers were not willing to purchase ACI pure salt. Comparatively the market rivals like

Mollah super, Confidence and Fresh would provide attractive trade offers.

d. High price differentiation between ACI & others salt:

We have found that price is the one kind of the major factor to get lower market share. The

trade price of the ACI pure salt is 525BDT. However, Mollah super trade price is 500BDT

including trade offers. Confidence trade price is 475 BDT and Fresh is 465 BDT. It is

therefore, the price gap between the ACI pure salt and others salt brands was high. Retailers

purchase lower trade priced products.

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4.03.04 Recommendation:

To get improvised the ACI salt market share we have recommended to the company which

factors should be given importance for picking up the market share. These are following

below-

♦ Trade Offer for target sells in small towns. (E.g. mobile, TV or Discount for 100/300

cartons).

♦ Proper monitoring system especially for major markets.

♦ Strong distribution system (e.g. nearer distributors to the major market).

♦ Regular delivery system.

♦ Consumer Offer (Salt shaker/Salt Pot for 2/3 kg packet, Sachet pack)

♦ Extra master bags needed for wholesalers

♦ RDC for consumer awareness in rural areas.

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Chapter-Five

Promotional

Strategies

23 | P a g e

5.01. Objectives of the campaign of ACI salt

The latest ACI Pure Salt campaign should be designed keeping the following objectives in

mind:

Most Preferred Brand: ACI Pure Salt must maintain its position as the most preferred brand

and establish itself as the same among a wider range of consumers.

Driving the category: The category size has to be increased by converting normal salt users

to 100% pure vacuum salt users.

Market Share: ACI Salt has to gain market share from the existing players in the vacuum

salt industry.

Emotional Appeal: The promotional tools like TVC, Bill Board should be relevant and

appeal emotionally to the consumers so that they feel connected with the brand.

5.02. Push or Pull

Marketing theory distinguishes between two main kinds of promotional strategy - "push" and

"pull".

i. Push

A “push” promotional strategy makes use of ACI Pure Salt's sales force and trade promotion

activities to create consumer demand for this product. The producer promotes the product

to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to

consumers. A "push" strategy tries to sell directly to the consumer, bypassing other

distribution channels (e.g. selling insurance or holidays directly). With this type of strategy,

consumer promotions and advertising are the most likely promotional tools.

ii. Pull

A “pull” selling strategy is one that requires high spending on advertising and consumer

promotion to build up consumer demand for a product. ACI Pure Salt did not use this strategy

to build its market position.

5.03. Promotion through the Product Life Cycle

As products move through the four stages of the product lifecycle different promotional

strategies should be employed at these stages to ensure the healthy success and life of the

product. Stages and promotion strategies employed are as follows:

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At the stage of maturity, the lifecycle of ACI Pure Salt will be experiencing increased

competition and will need persuasive tactics to encourage consumers to choose their product

over their rivals. Any differential advantage will be need to be clearly communicated to the

target audience. Here the main active work is reminding is advertisements.

5.04. Promotional Mix

Promotion has been defined as the coordination of all seller-initiated efforts to set up

channels of information and persuasion in order to sell goods and services or promote an

idea. While implicit communication occurs through the various elements of the marketing

mix, most of an organization’s communications with the marketplace take place as part of a

carefully planned and controlled promotional program. The basic tools used to accomplish an

organization’s communication objectives are often referred to as the promotional mix.

Traditionally the promotional mix has included four elements: Advertising, Sales promotion,

Publicity/Public relations, and Personal selling. Each element of the promotional mix is

viewed as an integrated marketing communications tool that plays a distinctive role in an

IMC program. Each may take on a variety of forms and each has certain advantages.

ACI ltd used certain types of promotional mix for its consumer brand (ACI salt). Like,

a. Advertising: Advertising is defined as any paid form of non-personal

communication about an organization, product, service, or idea by an identified

sponsor. Mainly, ACI salt uses a few numbers of non- personal components like,

TVC, Newspapers. It is the best known and most widely discussed form of

25 | P a g e

promotion, probably because of its pervasiveness. It is also a very important

promotional tool, particularly for ACI companies whose products are targeted at

mass consumer markets. Furthermore, it is the most cost effective way to reach large

numbers of consumers.

b. Sales promotion: Sales promotion is generally defined as those marketing activities

that provide extra value or incentives to the sales force, the distributor, or the ultimate

consumer and can stimulate immediate sales. Sales promotion is generally broken

into two major categories: Consumer oriented & Trade oriented activities.

ACI salt mainly uses Trade oriented sales promotion which is targeted toward

marketing intermediaries such as wholesalers, distributors, and retailer. Promotional

and Merchandising allowances, price deals, sales contests and trade shows are some

of the promotional tools used to encourage the trade to stock and promote a

company’s product. In recent times salt industries have shifted the emphasis of their

promotional strategy from advertising to sales promotion. Reason for the increased

emphasis on sales promotion includes declining brand loyalty and increased

consumer sensitivity to promotional deals. Another reason is that retailers have

become larger and powerful and are demanding more trade promotion support from

companies. For instance, the actual trade price of ACI pure salt per sacks is 525BDT

excluding sales offering. If trade offers is given, the price will be 475BDT.

Alternatively, they give two kilogram salt remaining the actual price to the retailers.

However, the Mollah Super salt trade price is 460 BDT per sacks including sales

offers. If we compare between two salt brands in retail markets, ACI pure salt is

much higher than the Mollah super. Moreover, Mollah super gives certain types of

gifts or incentives to the retailer to stimulate the sales. It is therefore, small retailers

keep a huge number sacks in their store. When we visited different types of retail

shops, they complained us to reduce the trade price of ACI and more sales offers

were expected to raise the ACI pure salt sales volume.

Out of home advertising: It includes Billboards, Street furniture, Alternative media

and transit. ACI pure salt uses Billboard advertising for some certain reasons. Like,

I. Wide coverage of local markets

II. Frequency

III. Geographical flexibility

IV. Creativity

V. Ability to create awareness

VI. Efficiency

26 | P a g e

VII. Effectiveness

VIII. Production capabilities

IX. Timeliness

27 | P a g e

5.05. Perspective of Consumer Behavior

There are some factors to identify the consumer mind set which is mainly used for making

TVC and Billboard. These are following below-

a. The Target Consumer Affinity Group (Demographic and psychographic profile):

Demographic Profile:

Age: 25 – 40 years

Gender: Bias towards female

Education: University graduate

Income: BDT 12,000+

Marital status: Married

Household composition: Small family with children

Psychographic Profile:

Lifestyle: Trendy

Social class: Middle & Upper

Opinion: Opinion leaders

Attitudes and beliefs: Sincere and family oriented

b. The current consumer behavior, attitude and mindset: (key insights towards the

category, our brand, and/or competition)

♦ In presence of multiple brands, most consumers prefer to purchase ACI Pure Salt

over others.

♦ Since it is directly related to mental faculty development, edible salt must contain

iodine in adequate quantity. This is a key issue in the consumer’s & the stakeholder’s

mind while purchasing salt. Iodization of salt is also mandatory by law.

♦ Health and hygiene issues are of utmost importance in Salt as it is a nutrient

consumer uses every day.

♦ Consumers do not understand production processes; all they want is properly

iodized clean dirt free salt.

♦ Generally the first and last week of every month is considered as the buying cycle

for salt. (may be used for media planning)

c. The desired consumer behavior, attitude and mindset (towards the category, our

brand, and/or competition) after seeing the communication:

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♦ ACI Pure Salt should be the generic name for Vacuum Evaporated Salt in

consumer’s mind. ACI Pure Salt should be the number 1 brand in top of mind

awareness of the consumers when it comes to the salt category.

♦ I should provide my family with ACI PURE Salt since it contains ideal level of

iodine which helps in mental faculty development. I should not deprive my family

when it comes to the merit of my children.”

♦ ACI Pure Salt and I dream of a dazzling and flourishing future of my children.

♦ Salt is something I use in preparing all kinds of foods, so it must be 100% pure,

hygienic and iodized.

♦ ACI PURE Salt & I believe that purity is the vital essence of a happy & healthy

family.

♦ ACI PURE Salt comes from the quality house of ACI, who has a proven track

record of quality in pharmaceuticals and consumer goods business. ACI Pure Salt is

produced using the state of the art machinery adhering the strict quality standards. So

ACI PURE Salt should be chosen over all other brands while purchasing salt.

d. The pivotal consumer insight our brand can leverage to achieve the desired

consumer change: (the deep consumer truth that the brand can capitalize on in the

communications. Refer to researches, observations, category understanding etc.)

I want my children to be healthy, brilliant, and successful. I will give them the best I

can so that, they reach their full-potential.

e. Role of the brand in relation to this insight: (benefit proposition considering the

insight)

ACI PURE salt offers properly iodized, world’s best quality, 100% pure edible salt

which helps in development of mental faculties (merit) and in leading a healthy life.

f. Reason to Believe:

ACI PURE Salt comes from the quality house of ACI. With world class technology

and most modern machineries, ACI PURE Salt is processed through the most modern

vacuum evaporation system which ensures 100% pure, crystal white, properly

iodized and free flowing edible salt.

ACI PURE Salt – Helps develop the mental faculty.

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g. Executional Elements: (specific elements that need to be incorporated)

Detailed product window – communicating key product features (Crystal white, free flow,

etc.)

5.06. Achievement

ACI Salt was launched in 2005. Within the very short period it has been enjoying the pride of

the Brand Leader. The best in its kind, ACI Salt is vacuum evaporated, free flowing and

properly iodized. It is also very porous and free flowing. Iodine is coated in every single grain

which makes it an essential product for the children; the absence of right quantity of iodine in

their food may cause mental disability to them. ACI Salt has won the three times "BEST

BRAND OF BANGLADESH AWARD consecutively 2008, 2011 & 2013" for unparalleled

customer loyalty beating all the brands in Foods & Beverages category.

30 | P a g e

31 | P a g e

5.07. SWOT Analysis

Strengths Weakness

- Strong brand image,

- Strong in mass marketing,

- Market leader in big cities & VIP

residential areas,

- Easily get distributor as a group of

companies,

- Has a strong customer preference in big

cities,

- First choice for vacuum salt.

- Irregular delivery system

outside the big cities,

- Conflicts for SBU,

- Weak packaging,

- Weak inventory management

system in depot.

Opportunities Threats

- Opportunity for creating potential markets,

- Introducing new variant of ACI salt,

- Introducing new type of salt.

- Political violence,

- Bargaining power of customer,

retailer is increasing,

- Entry of new competitor.

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Chapter-Six

Analysis

33 | P a g e

Questionnaire analysis in Promotional Strategies of ACI Pure Salt.

Question In purchasing, what kind of salt do you use?

Types Percentage

ACI 47%

Molla 28%

Confidence 13%

Fresh 9%

Others 3%

Table: 6.1 Type of Product

Graph: 6.1 Types of Product

Interpretation: From the above graph, it is seen that the various types brand of salt in

market. They are- ACI Pure Salt 47%, Molla Super 28%, Confidence Salt 13%, Fresh Salt

9% and Others Salt 9%.

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Question What type of sales promotion is necessary

to increase sales volume?

Types Percentage

Consumer offer 38%

Trade offer 62%

Business offer 0%


Graph: 6.2 Types of Offer

Interpretation: From the above graph. We see that consumer offer 62%, consumer offer

38% and business offer is not supported.

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Question What type media is necessary for

advertising this product?

Types Percentage

TV 35%

Newspaper 7%

Internet 3%

Direct mail 0%

Magazine 12%

Radio 1%

Outdoor 42%


Graph: 6.3 Advertising Media

Interpretation: From the above graph. We see that the advertising media mainly TV 35%,

Newspaper 7%, Direct mail 0%, Magazine 12%, Radio 0%, Internet 3% and Outdoor 42%.

36 | P a g e

Question Can the promotional activities help to make

this brand as number 1 brand?

Types Percentage

Yes 100%

No 0%


Graph: 6.4 Position of Promotional Activities

Interpretation: From the above graph. We see that promotional activities 100% help to make

ACI Pure Salt is number 1 brand.

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Question To increase the consumer demand on this

product, what kind of development do you

suggest?

Types Percentage

To increase promotion 38%

To reduce price 12%

To increase product quality 0%

To provide training to the distributor 5%

To provide sales offer 18%


Graph: 6.5 Consumer Demand Needs

Interpretation: From the above graph. We see that the performance promotional 52%, sales

26%, distributer 7%, product quality 0% and pricing 15% need.

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Quality parameter statement Advertising can increase the brand image of

ACI Pure Salt

Particulars Respondents Percentage

Strongly agree 11 27

Agree 29 73

Neutral 0 0

Disagree 0 0

Strongly disagree 0 0

Total 40 100%


Graph: 6.6 Increases Brand Demand

Interpretation: From the above graph, 27% respondents are strongly agreed and 73%

respondents are agreed.

Comment: So, it can be said promotional strategies have a great role to increase the brand

image of ACI Pure Salt.

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Quality parameter statement Product information is available in online



Agree 16 40

Neutral 0 0

Disagree 0 0


Total 40 100%


Graph: 6.7 Product Information in Online



Comment: So it can be said, all information can be found in online about ACI Pure Salt.

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Quality parameter statement The bill board of this product can easily

attract the attention of the customers


Strongly agree 0 0

Agree 32 80

Neutral 5 12

Disagree 3 8


Total 40 100%


Graph: 6.8 Billboard Attractiveness

Interpretation: From the above graph, 80% respondents are agreed, 12% respondents are

neutral and 8% respondents are disagreed.

Comment: So it can be said, ACI Pure Salt’s bill board are in attractive place what can be

easily advertise this product.

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Quality parameter statement The sales people of this product are active to

increase sales volume


Strongly agree 0 0

Agree 6 17

Neutral 9 25

Disagree 13 53


Total 30 100%


Graph: 6.9 Sales People Performance

Interpretation: From the above graph, 5% respondents are strongly agreed, 17%

respondents are agreed, 25% respondents are neutral and 53% respondents are disagreed.

Comment: So it can be said, the sales people performance are nor good. To increase the

product sell they would be active in their work.

42 | P a g e

Quality parameter statement Advertising is the most effective tool to

make this brand reputed



Agree 28 70

Neutral 0 0

Disagree 0 0


Total 40 100%


Graph: 6.10 Effectiveness of Advertising



Comment: So it can be said, to be reputed this product advertising has a good performance.

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Quality parameter statement I think the brand image of ACI Pure Salt

increases day by day using public relation



Agree 17 43

Neutral 0 0

Disagree 0 0


Total 40 100%


Graph: 6.11 Brand Image Increases



Comment: So it can be said, the brand image is so much popular in this present period.

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Quality parameter statement I think the format of packaging is so much

attractive


Strongly agree 2 5

Agree 26 65

Neutral 8 20

Disagree 4 10


Total 40 100%


Graph: 6.12 Attractive Packaging



Comment: So it can be said, ACI Pure Salt’s packaging is attractive but not all time.

45 | P a g e

Quality parameter statement The brand image of ACI pure salt can easily

attract the consumers


Strongly agree 2 5

Agree 24 58

Neutral 11 27

Disagree 4 10


Total 40 100%


Graph: 6.13 Brand Image Attractiveness



Comment: So it can be said, not all the people cannot know this number 1 brand.

46 | P a g e

Quality parameter statement ACI Pure Salt has developed a good

advertising campaign


Strongly agree 0 0

Agree 8 20

Neutral 21 52

Disagree 11 28


Total 40 100%


Graph: 6.14 Advertising Campaign

Interpretation: From the above graph, 20% respondents are agreed, 52 respondents are


Comment: So it can be said, this campaigning project cannot take a great place in our social

area.

47 | P a g e

Quality parameter statement In maturity stage, the ways of advertising

are effective to promote this brand


Strongly agree 0 0

Agree 30 75

Neutral 7 17

Disagree 3 8


Total 40 100%


Graph: 6.15 Advertising Promotion



Comment: So it can be said, this can be created because of push factor.

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Quality parameter statement Media can help to properly use the increase

the brand of this salt


Strongly agree 0 0

Agree 13 45

Neutral 11 35

Disagree 6 20


Total 40 100%


Graph: 6.16 Media Sector Promotion



Comment: So it can be said, all people properly don’t know about the media sector of ACI

Pure Salt.

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Quality parameter statement The discount offer is made by the company

is beneficial for the customers


Strongly agree 0 0

Agree 8 20

Neutral 18 45

Disagree 13 32


Total 40 100%


Graph: 6.17 Discount Offer


neutral, 32% respondents are disagreed and 3% respondents are strongly disagreed.

Comment: So it can be said, the people are not found properly discount offer of this product

and they are disagreed with comment.

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Quality parameter statement Social networking websites are helpful to

increase the brand image of ACI Pure Salt


Strongly agree 0 0

Agree 4 10

Neutral 31 77

Disagree 5 13


Total 40 100%


Graph: 6.18 Social Networking Performance



Comment: So it can be said, increasing the promotion of this product the online sector is not

available and customers are don’t know about this.

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Quality parameter statement Print media advertising is effective to attract

the customers


Strongly agree 0 0

Agree 9 27

Neutral 15 53

Disagree 6 20


Total 40 100%


Graph: 6.19 Print Media



Comment: So it can be said, simply the regular person who are connected with print sector,

this media only for them available.

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Quality parameter statement TV advertisements are effective to play an

important role in promotional strategy.


Strongly agree 0 0

Agree 16 40

Neutral 20 50

Disagree 4 10


Total 40 100%


Graph: 6.20 Effectiveness of TV



Comment: Here this is said, the ACI Pure Salt TV advertising is not so popular.

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Quality parameter statement The free offers is so much effective to

increase the sales volume


Strongly agree 5 12

Agree 32 80

Neutral 3 8

Disagree 0 0


Total 40 100%


Graph: 6.21 Performance of Free Offer


respondents are agreed and 8% respondents are neutral.

Comment: So it can be said, free offers has a good effectiveness site to increase the selling

position of this product.

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Chapter-Seven

Findings, Conclusion

& Recommendation

55 | P a g e

7.01. Major Findings

The analyzing of data I have got some findings. These findings are completely from my

personal point of view. Those are given below:

● Trade offer is effective to increase the sales volume of ACI Pure Salt.

● All the consumers support that the promotional activities help to make this brand

number 1.

● Advertising in the main part of promotional strategy to increase the brand demand of

this brand. Because 23% respondents are strongly agreed and 77% agreed with this

statement.

● All information of ACI Pure Salt are available in online sector. The respondents are

properly agreed with this.

● The customers are so much attractive on billboard presentation. The 80%

respondents are agreed with this.

● The Advertising of ACI Pure Salt has a good performance.

● Most of the consumers support that TV media and outdoor media is most necessary

way to promote this product.

● The format of packaging is so much attractive, most of the respondents are agreed.

● I think trade offer is so much effective to increase the sales volume.

● The public relation properly depends on the brand image of ACI Pure Salt.

● I think the advertising ways of ACI Pure Salt are so much moderate that can help to

increase the market demand of this product.

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7.02. Conclusion

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

is one of the leading conglomerates in Bangladesh, with a multinational heritage. ACI

Administration Department is the blood circulation for the whole ACI Centre. By this way

ACI Administration Department provides all the facilities to the ACI Centre and tries to solve

all types of problem that can affect the organization. The company has diversified into four

major businesses. FMCG business is one of them. There is innumerous SBU under the

FMCG products. ACI pure salt is one of them. It is the first VE salt in Bangladesh.

Gradually, VE salt market expanded. It is therefore, Competition became more acute.

However, ACI pure salt would keep its brand image and loyalty by assuring its product

quality. As a result, it became the market leader in Bangladesh. In a nut shell we can say, If

ACI pure salt keep remaining the market leader, its administration system need to be strong at

retail markets.

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7.03. Recommendations

The analysis marketing strategies require the following recommendations that may help ACI

Pure Salt to improve its marketing strategy.

● ACI pure salt is trained the sales people to take a good performance.

● It is necessary to build up Social networking processing for increase the brand

popularity.

● It is necessary to advertise on ACI Pure Salt on print media.

● To create a great demand of ACI Pure Salt in market, it is necessary to create discount

offer for consumers.

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Bibliography

Books

i. Kotler Philip (2008)-“Principles of Marketing”, 11th Edition.

ii. Kotler Philip (2011)-“Marketing Management”, 13th Edition.

iii. Stantion. J. William (1998)-“Fundamental of Marketing”, 3rd Edition.

iv. Yoram. J. Wind-“Product Policy, Concept, Method and Strategy”.

v. Boyd Harper. W. Westfall Ralph(1972)-“Marketing Research text and case”, 3rd

Edition.

vi. Janis’s.(2007)-“Marketing Planning and Strategy” Published by Thor Son, India.

Annual Reports

i. Annual Reports of ACI: 2012-2013, 2013-2014.

Others

i. Google search engine: www.aci-bd,com

ii. Google search engine: www.slideshare.com

http://www.aci-bd,com/

http://www.slideshare.com/

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Appendix

Bangladesh University of Business & Technology

Commerce College Road, Mirpur-2, Dhaka-1216

Dear respondent,

I am a student of Bangladesh University of Business & Technology, conducting a survey on

“Promotional Strategies on ACI Pure Salt”. The following questions are designed to get

your valuable opinion of your organization. Kindly noted that this is an academic interest. No

chapter of this study will be disclosed. Your kind cooperation will be highly appreciated.

“THANK YOU”

60 | P a g e

APPEDIX A: Survey Questionnaire

Dear Sir/ Madam,

I am a student from the University of BUBT, conducting a survey on consumer perceptions

of ACI Industry. Please fill up the questionnaire below to help us understand the current

scenario better. All the information provided by you will be used for educational purpose

only and will be kept confidential.

Information about respondent:

Name: …………………………………………………..

Profession: ……………………………………………...

Age: …………………………………………………….

Q1. In purchasing, What kind of salt do you use?

ACI Molla Confidence Fresh Others

Q2. What type of sales promotion is necessary to increase sales volume?

Consumer offer Trade offer Business offer

Q3. What type media is necessary for advertising this product?

TV Newspaper Internet Direct mail Magazine Radio Outdoor

Q4. Can the promotional activities help to make this brand as number 1 brand?

Yes No

Q5. To increase the consumer demand on this product, what kind of development do you

suggest?

To increase promotion To reduce price To increase product quality

To provide training to the distributor To provide sales offer

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Q6. On a scale of 1 to 5, where 5 is strongly agree, 4 is agree, 3 is neutral, 2 is disagree and 1

is strongly disagree. Please rate ACI Pure Salt product on the following categories:

Quality Parameter 1 2 3 4 5

Strongly

agree

Agree Neutral Disagree Strongly

disagree

Advertising can increases the brand image of

ACI Pure Salt

Product information is available in online

The bill board of this product can easily

attract the attention of the customers

The sales people of this product are active to

increase sales volume

Advertising is the most effective tool to

make this brand reputed

I think the brand image of ACI Pure Salt

increases day by day using public relation

I think the format of packaging is so much

attractive

The brand image of ACI pure salt can easily

attract the consumers

ACI Pure Salt has developed a good

advertising campaign

In maturity stage, the ways of advertising are

effective to promote this brand

Media can help to properly use the increase

the brand of this salt

The discount offer is made by the company is

beneficial for the customers

Social networking websites are helpful to

increase the brand image of ACI Pure Salt

Print media advertising is effective to attract

the customers

TV advertisements are effective to play an

important role in promotional strategy.

The free offers is so much effective to

increase the sales volume

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APPENDIX B: Worksheet of Market Audit

ACI Salt Ltd.

Brand Total Stock

Mkt. Share

Market Visit Report

ACI

Molla

Area

Confidence

Visitor

Fresh

Date

Others

Total

Sl.

No. Shop Name Cell No.

ACI Stock Molla Super Stock

Confidence Stock

Fresh Stock

Others 0.5kg/1kg

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28