Marketing Plan for ACI Pure Mineral Water (full)

The general objective of the report is to find out the Marketing Plan for the ACI pure mineral water.  To analyzing the macro and microenvironment factors in order to get a better understanding of the existing and potential market of ACI pure mineral water.  To analyze and identify the opportunity and threats of ACI pure mineral water in the market and their affect on the competitors and the consumers.  To analyze the market segmentation, market size and position, and distribution channel.  To analyze and identify the target market and existing promotional activities.  To review the current business strategic marketing plans of ACI pure mineral water and recommends new strategies for improvement.  To prepare a marketing plan and implementation for ACI pure mineral water in view of the above analysis. EXECUTIVE SUMMARY Advanced Chemical Industries (ACI) Limited is a public limited company and it has founded in 1973. It has taken over 70% share of ICI (Imperial Chemical Industries) plc, UK in 1992. ACI is one of the most renowned and fast growing company in Bangladesh. ACI is the first organization in Bangladesh who achieved ISO 9001 Certificate for quality management system. ACI Trading received ISO 9002 Certificate. ACI is also the first company in Bangladesh who achieved ISO 14001 Certificate for environmental management. Growth has increased from Tk. 308 million to Tk. 1,637 million from 1992 to 2001. Simultaneously it has lengthened business area. ACI vision and mission is to provide quality products for the customers. It is devoted and committed to serve the people. It has skilled and expertise management board, executives and staffs who are dedicated. The project is a requirement of Royal Roads University, MBA Program. To fulfill the requirement of MBA program as well as ACI Limited, first there was a verbal briefing meeting with the authority of ACI. They shared their requirements and asking consultancy for better marketing of ACI Pure Water. Top management agreed to appoint me as a consultant to set up marketing plan for the company’s Pure Water. They asked to evaluate their existing marketing strategy and align with the objects, vision and mission of the company. In order to this consulting project, first the survey reveals the history of bottled water marketing. It was needed to analyze competitor policies and strategies for marketing water in Bangladesh marketing and to survey the target customers. According to primary and secondary survey, data and information; they were analysis with the internal and external environmental influential factors for marketing plan. There are lots of influential and strong competitors and there is still big market for water in Bangladesh. It is an essential product to regular survive for lives. This project deals with the evaluation of existing marketing policies and strategies of the company. Find out the draw back of the current strategies and rectify those according to need. To sketch a fresh standard marketing plan for ACI Pure Water, some influential and considerable factors were discussed. Some recommendation/ suggestions are given for better marketing of company’s pure mineral water in Bangladesh. ACI is internally and externally strengthen than others and have to utilize opportunities in the market. According to project’s recommendation/ suggestion, ACI can proceed for further planning for better performance in the present and future market for ACI Pure Mineral Water.