Advance Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh, with a multinational image. ACI is a Public Limited Company with a total number of 19,653 shareholders. The company operates through three reportable segments: Pharmaceuticals, Consumer Brands and Agribusiness. ACI established as the subsidiary of Imperial Chemical Industries (ICI) in 1968. It has been incorporated as ICI Bangladesh Manufacturers Limited on January 24, 1973. The company was renamed as Advanced Chemical Industries Limited (ACI Limited) on 5 May 1992. ACI has diversified into four major strategic business divisions which include Health Care, Consumer Brands, Agribusinesses and Retail Chain.
• History of ACI Consumer Brand:
ACI Consumer Brands was initiated in 1995 with two major brands of the company – ACI Aerosol and Savlon. These are two of most prestigious products which are enjoying the leadership position in the market. The Consumer Brands Division boasts in having an unequivocal presence in consumers’ heart with the market leading brands like ACI Aerosol, Savlon, ACI Mosquito Coil & ACI Pure Spices and Flour. With close to 80% market share in own categories, ACI Aerosol and Savlon are the persistent performers in keeping the household clean and free from germs and harmful insects. As a successful business, The ACI Consumer Brands is focused on achieving the consistent growth required to continue the success and to make ACI an even stronger company. The Consumer Brands believe this is the best way to benefit the consumers, people and the shareholders of ACI. ACI Consumer Brands Strategic Business Unit is headed by the Executive Director, Mr. Syed Alamgir. Mr Alamgir is regarded as an authoritarian personality in the area of Sales and Marketing in Bangladesh market. His track record has many successful brands which reached leadership position in different categories in FMCG market. He is supported by competent group of professionals working in the Marketing and Sales operations.
• Antiseptic & Personal Product of ACI:
Savlon one of the world leading brands in personal hygiene has been a part of ACI’s portfolio since the inception of this company. Savlon is as well recognized elsewhere in the world as it is in Bangladesh and ACI is proud to bring such a household name from around the world to your homes. This brand since the start has worked relentlessly in order to keep the people of Bangladesh germ free. Following its motto Savlon has brought many innovative product ranges to achieve its ultimate goal and it is still doing so to ensure you are germ free. As a Brand Savlon has two major Product Rages that it uses to provide personal hygiene to the people of Bangladesh.
• Savlon Antiseptic Hand Wash:
Hand Washing with soap is one of the most effective ways to prevent diseases. Savlon Hand wash brings more excitement and pleasure in regular hand washing practice of consumers by its three different variants- Active, Aloe Vera and Ocean Blue Hand Wash. Savlon Hand Wash leaves consumers’ skin feeling smooth, soft and refreshed thus ensuring ‘a complete family protection against germ in a charming way. Pack size is available in 200 ml Standy Pouch, 250 ml & 500 ml Dispensing Pump and 1 L Re-fill of each variant. Savlon Hand Wash has successfully created lot of enthusiasm among consumers through the attractive fragrance, color and efficacy. Savlon Active HW is a unique combination of gentle and most effective cleansing formulations that cleanses and protects skin from germs. Savlon Ocean Blue is sparkly fresh, delivering a clean and fresh feeling as invigorating as a dip in the ocean. Savlon Aloe Vera is enriched with a light scent and sensation of Aloe Vera to gently & thoroughly clean skin without stripping essential moisture
• Channel Strategy:
ACI Limited focus on their consumers need and try to develop the channel to send their product to the actual customer. As we know that channel strategy is very important in ACI limited where they follow some typical strategy in various situations.
ACI Limited follows some channel to grab the market. Basically the actual consumers of Savlon hand wash are Business People or Corporate House, Agencies, Embassy etc. So here they follow direct marketing channel like producer to consumer process. Another way they also focusing on general people where they make a channel with retailers to sell their product. In some cases they also use some agents to sell their product in area basis. In many cases ACI Limited focus on Pull marketing strategy where they make advertising, promotion savlon to develop the channel. As with product, segmentation & marketers employing different types of channels must be aware that different consumers have different need. On the basis of this buyers, of ACI product are maintained by variety loving shoppers and the consumers are careful about quality of the product.
Types of Distribution:
For distributing good quality product ACI have seven warehouses in Bangladesh where they store their products for the distribution to the consumer. As we know that they are focusing on direct marketing process, the distribution process of ACI is conventional Marketing system. As we know there is now retailing shop of ACI limited. So they use agents and area basis marketing employee to sell their product. For this reason every agents get some extra charge from the ACI Limited. By this way the product price is become low but the quality is still good in market.
Intensity of Distribution Network:
To reach the consumers retailers and agents are very necessary thing in every business where we see that ACI Limited is maintaining a short number of agents in the market. Basically they are focusing on selective distribution system where a limited number of retailers to handle its product line and control the market. If they focus on exclusive distribution market then they can grab the total local market but as we know that they are focusing on corporate office and institution, they don’t need to think about exclusive distribution market.