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).



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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

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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.

29 | P a g e
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.

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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

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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.

37 | P a g e
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.

38 | P a g e
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.

41 | P a g e
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.

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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.

48 | P a g e
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.

49 | P a g e
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.

50 | P a g e
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.

51 | P a g e
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.

52 | P a g e
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.

53 | P a g e
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.

57 | P a g e
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

59 | P a g e
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

61 | P a g e
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

Analyzing promotional strategies on ACI pure salt (internship report)

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