1.

0 Introduction
1 .1 Origin of the Report

The course instructor Mr. Syed Habib Anwar Pasha, orally authorized the task of writing a marketing plan by individual. We selected a product and worked independently. The last submission date of the report is December 17, 2011.

1.2 Objective: Our main objective of this report is to learn some of the facts of marketing plan. This marketing plan is the result of our action learning. This marketing plan is to learn the techniques that are used for marketing plan and gaining experience by practical work. I have some other objectives. Such as: o Capture the competitor market share o Pulling the target group customer o Try to hold good position in the market

1.3 Limitation I have faced some difficulties to making the marketing plan. The limitations are: Lacking of information. A hard task to do individually. Limited time.

2.0Company Background:
ACI Pure Flour Limited is a sister concern of ACI Limed which established in January 2008.Within the very short period of time ACI Pure Flour has become the most familiar brand in the day to day life of the consumers. ACI Pure Flour corporate office is in ACI center. It has got its own factory in Dewli, Chourapara, Narayangonj. The mission of ACI Pure Flour Limited is to capture the demand and supply of whole wheat based product in Bangladesh. In production ACI Pure Flour is using completely automated European Technology. World famous Ocrim Machine has been used in production. Hygienic HDPE pack has been used for packaging which is scientific and very much environment friendly.

Management:
Chairman: Mr. Anis Ud Dowla Managing Director: Mr. Arif ud Dowla

Directors Syed Alamgir

3.0 Marketing Plan of Flour:

Product: ACI Flour Figure: 1 kg

Product Ingredient:

Pure Natural Wheat

4.0 Consideration of Competitors:

Table # 01
Compt. Brand Brand Position Pricing ACI 3rd Teer 1st Ifad 4th Fresh 2nd Utsob 5th

TK. 492 per TK. 480 per TK. 460 per TK. 485 per TK. 448 per Master bag p Master bag 37.00tk 3rd Master bag 36.16 tk 4th Master bag 37.20 tk 2nd Master bag 35.66 tk 5th

Unit Cost Price Position Packaging

37.50 tk 1st

Master = 12pcs

bag Master bag = Master bag = Master bag = Master bag = 12pcs Distributor vehicle and Tv Billboard N/A 12pcs Distributor vehicle and Tv Billboard N/A 12pcs Distributor vehicle and Tv Billboard N/A N/A 12pcs Distributor his vehicle and Newspaper

Distribution

Distributor and vehicle

his and

his and

his and

his and

Advertising

Tv Billboard

Sales Promotion

N/A

5.0 Our position:

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Consideration of Competitor Company we can see that we are enjoying 3rd Brand and 1st pricing position.

6.0 Buyers and Target Group:

There areReseller Group: Bakery and confectionary, Retail shop, Restaurants Consumer Group: All age group, all class of people.

7.0 Perceived Value: Table#02

SI. No. 1 2 3 4 5 Brand ACI Teer Ifad Fresh Utsob Attributes Good Brand Image, fresh quality, good distribution, Good Quality. Very well known Brand. Known Brand, Well quality, Pricing Advantage, good distribution Different brand image for low class people, reasonable price Brand image, Very well known Brand, Good quality, good distribution Developing Brand, moderate quality, Low price

Awareness:
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Table#03
SI. No. 1 2 3 4 5 Brand ACI Teer Ifad Fresh Utsob Awareness (%) 70 85 65 75 50

Awareness (%)

Utsob, 50

ACI, 70 ACI Teer

Fresh, 75 Teer, 85 Ifad, 65

Ifad Fresh Utsob

Figure-

This

figure

shows

the

awareness (%) for 5 brands.

8.0 Target Segment:

New target group:

This year our focus would be best attracting Lower class and middle class people. Usually the large numbers of this class people buy open flour.

Usual Group:
As traditionally we will try to attract Lower class and middle class people existing and new

Rural Segment:
We will try to focus on rural areas in different strategy.

Against Competitor:
We will try to place the market share position against our Competitors and also try to capture the users.

Niche Market:
We will try to capture the competitor market share directly and indirectly.

9.0

Our Challenge:

Reducing the competitors market share Make habituated the social elite class consumers towards our products Introducing the product to the rural consumers heavily Keep the existing users as dependably onto our product. Customer has mentally doubt about the product quality

Proposed Positioning:
Serious in maintaining freshness and Quality 6

Maintaining the pricing

Product Specifies:
Real freshness product Batter quality 100% assurance of purity.

10.0 How we take this challenge strategy:

New target group:
As reach people are involve with club, seminar, and festival so we will go through these places at an attractive package.

Usual Group:
For usual groups we will give advertisement on TV and satellite channel to remind them.

Rural Segment:
For rural segment our advertisement will go through radio.

Against Competitor:
We will set new low price to overcome the challenge according to against of competitors.

Niche Market:
We will give inspiration to the dealers and also give them incentive for niche market.

11.0 Implementing the plan:

For the proper implementation of the plan, there different phases are going to be implemented one after another. 7

1st Phase (January12 April12):

In the first phase we will develop our sales team according to our priority based target. We will upgrade the packet color. We will give some sample to the Super store, household consumers. We will give some billboard on metro city and highway to take a space in consumers mind. In this phase we will take push selling strategy. In this phase Motivate the dealer and retailer for increase the sales. We will grading the dealers on performance basis and upgrade them by using different motivational tools. We will give some TV ad. On different TV channels. We will launch a new product 1 Kg in this period. We celebrated a dazzling Pahela Baishakh in 2012.
We decorated four trucks & branding our products in pahela Baishakh. We also arrange team.

More Specifically:
We will celebrate a dazzling Pahela Baishakh in 2012.We decorated four trucks & branding our products.We also arranges team. They song on truck & a huge number of public crowd joined the team. We distributed Hat pakha to public in pahela Baishakh.

2nd Phase (May12-August12):

We will make some attractive display program for increase the sales We will give different promotional activities We will sponsor a TV program for the housewifes Sampling activity will be continuing. We will arrange Gomer Dame Atta Bikroy Karjokrom.

More Specifically:

 We will conduct a trade offer for its retailer month long. Starting from cash discount to many bumper offers for each master bag purchased by shopkeepers. We will conduct Gomer Dame Atta Bikroy Karjokrom for serving the poor income group people. The program was taken into consideration when Rice & Atta sky socketted ; Atta was 48 Tk Kg.ACI Pure Flour distributed atta to destitute with only 25 tk Kg.

3rd Phase (Sep12-Dec12):

We will review the plan is action or not We will reduce the ad on television We will give a merchandising plan for retail outlets. At this phase we will evaluate our plan. We will arrange the Medical Campaign for the workers. We will attend a china friendship conference center in the Dhaka for the world food day at Bangladesh.

More Specifically:
We will take up Medical Campaign for the workers of different bakeries in Dhaka city. As a part of Social responsibility, ACI Pure Flour will continuously arrange this camp through out of the country. We will participate a whole day program the world food day at Bangladesh Chine friendship conference center in the Dhaka. ACI Pure Flour took part from sense of social responsibility in serving its customer with pure & hygienic food.

Pre launching Activities:

Production Date: December 25, 2011 Launching Date: January 01, 2012 Selling area: National Distribution: Dealer Based.

Steps before launching:

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We will take some pre launching activities for testing the product as well as customer satisfaction. 1. Before launching the product a test marketing to be done in Dhaka city 2. Setup a distributors lifting plan 3. In Dhaka city the following distributor will market the product first

Table # 4
No. 1 2 3 4 5 Distributor Sorif traders Yusuf Backery Sunny traders Mostafa traders Rahim traders Area Mohammadpur Farmgate Dhanmondi Rumpura Wari

The above distributor will market the product on 20 January. 4. A questionnaire will be used to judge the satisfaction of the customers. 5. Some free sample will be distributed among some target consumers in some special part of the Dhaka city.

Survey:
A survey is to be done in the above area on the following subject Test performance report Pack observation in retailer psyche Customer behavior to the product Any complain occurred and also the reason.

Other Activities:
Banner 1050 pieces Limited posters. Leaflet Distribution

Shop Campaign:
Free sampling in Dhaka, ctg, Rajshahi. 30 shops will be selected for sampling in metro city. Sample required 500 packets

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Campaign in Agora in Dhaka City:

Buy 1 packet and get one free. The approximate participant is 250 people

Road Campaign:
Band party Music 7 pick-up for Dhaka city and 2 pick-up for Ctg and 1 pick-up for Rajshahi. Product to be sold from the pick-up at discount rate

Billboard:
At first 5 billboard for Dhaka city It will move to take a certain time for another cities The cities are: Dhaka, Ctg, Rajshahi.

Campaign program launching day:

Launching Date: January 01,2012 Press conference. Road campaign. News paper coverage (Five National). Campaign in Agora.

on

the

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12.0 SWOT Analysis:

Table # 05

Strengths
ACI flour has a strong financial condition and support from its parent company.

Weakness
Market size is small. No extra highlighting in general & super stores for consumers. Though distribution they have good system, coverage

ACI flour has achieved a strong brand image. It has selected a good relevant products brand name other for its whereas firms

products are always available in posh urban areas but in some urban places they fail to provide the product in time, as a result they are losing a potential market share. Lack of people awareness Not well coverage in e- medias Lack of information about this production in the perspective of Bangladesh Existing noodles industry is the main competitor for this industry

suffering from it. AC flour talks quality and gives quality to its customers. ACI flour has plant updated with the manufacturing

capacity to meet the demand. ACI flour has achieved a good competitive advantage through its distribution coverage system. High Use quality of & 100% pure foreign product. computerized technology

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Opportunities
Can be surprised competitors. Chances of market growth are well in future. In our country legal political influence is not so good because every time we are facing long time legal process Raw material is available so its price is also low. Price of technology is average. Price of labor not so high in Bangladesh In our country there are different area where are establish factory. Its not so difficult location availability. In this product person dont need any personal knowledge and skill not important.

Threats
More competitors Lack of experience for this production Lack of skilled labor Lack of information about this production in the perspective of Bangladesh Existing noodles industry is the main competitor for this industry Price wars with competitors.

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Website:
www.acibd.com www.google.com www.wikipedia.com www.alibaba.com

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