Mini Assignment on Utilization of

Holistic Marketing Concepts on ACI

Limited

Course: Marketing Management

Course Code: MKT-501

Submitted to
Muhammad Intisar
Alam
School of Business,
ULAB

Submitted by-
Sohelee Zaman 223052003
Negar Shamsad 223052004
MD. Rafsan Jany 223052005
Zaki Al Zakwan Nibir 211051036
Jahid hossain 213051029

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Introduction:
One of the most successful marketing concepts of the 21st Century is holistic marketing, which
aims to integrate marketing into all business functions across the enterprise rather than just the
marketing department. In addition to redefining the marketing function as a driving force at the
heart of the business, holistic marketers are also concerned with other profit drivers that traditional
marketers frequently overlook, such as the company's place in society, the economy, and
customers' lives.

Imperial Chemical Industries, a British corporation, created a branch in what was then East
Pakistan, which was later turned into a business called ICI Bangladesh Manufacturers Limited
following its freedom. When ICI changed its name to Advanced Chemical Industries (ACI)
Limited in 1992, it unloaded its interest in Bangladesh to the management. (ACI in Brief, 2023)

Advanced Chemical Industries (ACI) Limited, one of Bangladesh's major corporations with a
worldwide pedigree, operates throughout the country through four diverse core business groups.
The mission of 'ACI Pharmaceuticals' is to promote the health of the people of Bangladesh by
introducing new and dependable pharmaceutical products. (ACI in Brief, 2023)

Through its Toiletries, Home Care, Hygiene, Electrical, Electronics, Mobile, Salt, Flour, Foods,
Rice, Tea, Edible Oil, Paints, and International Businesses, 'ACI Consumer Brands' adds value to
consumers' daily lives. 'ACI Agribusinesses' is Bangladesh's largest integrator in Agriculture,
Livestock, Fisheries, Farm Mechanization, Infrastructure Development Services, and Motorcycle.
The 'ACI Retail Chain' is the largest retail chain in Bangladesh, serving over 45,000 households
each day through its 144 SHWAPNO stores, including 34 newly opened express locations. During
fiscal year 2019-2020, the Company paid Taka 4,318 million to the National Exchequer in
corporate tax, custom duty, and value added tax. (ACI in Brief, 2023)

ACI strives to offer the highest quality items on the market, and consumers are aware of this. We
have been successful in keeping the quality of our products as well as consumer trust. Because of
consumer trust, many of our brands are currently leading the market. ACI now sells over 2000
goods on the market. Many of the retail strategies undertaken aided the market leadership of

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products. ACI currently controls 97% of the aerosol market. In the mosquito coil market, we are
the market leaders. The ACI mosquito coil surpassed the long-reigning international opponent in
Bangladesh to become the market leader. However, there are many low-quality and low-brand
coils on the market. In the case of salt, we also lead the market. ACI pure salt was originally
introduced to the market in 2005 and has since been named the "best brand" seven times. In 2018,
ACI pure salt was designated as a super brand. ACI is also doing exceptionally well in the wheat-
flour and semolina segments. Our culinary products are doing extremely well in the market. In the
Savlon category and savlon shop, we had an 88% market share. In 2017, Savlon was named the
best antiseptic brand. (Tribune, Innovative marketing strategy key to attract consumers’ attention,
2020)

Companies that take a holistic approach to marketing assume that all aspects of their marketing
strategy are interconnected. Marketing program development, such as marketing mix, marketing
campaign design, and marketing process implementation, is not an isolated business function
within the framework of a holistic marketing concept. Instead, the company bases its marketing
decisions and campaigns on shared organizational goals. A holistic marketing process considers
stakeholders, customers, employees, suppliers, and the wider community when creating and
executing marketing strategies. Holistic marketing is growing in popularity due to high saturation
and increasing competition in the market. Companies are realizing that a holistic approach to
marketing can differentiate themselves while creating synergies between organizational divisions.
However, deployment strategies vary from company to company, every Holistic marketing
approach includes four main components:

Internal Marketing: Its purpose is to meet the specific needs of its employees. Internal marketing
ensures that employees are satisfied with their day-to-day work and the philosophy and direction
of the organization. Improved employee satisfaction leads to enhance customer satisfaction over
time, so the internal marketing becomes a key aspect of a holistic approach.
Companies not only improve employee satisfaction through internal marketing but also use this
component of overall marketing to achieve internal cross-departmental coordination. The goal is
to reduce inter-departmental conflict between different business areas within a single organization
and create greater synergies in marketing efforts presented to consumers. (Sharma, 2023)

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ACI aims to increase employee engagement by treating them as internal customers. The human
resource department executes these internal marketing programs since they educate employees
about the company’s objectives. In such programs, the HR department does the following:

 Educating employees about their responsibilities and expectations towards meeting

company goals.
 Ensuring that employees have knowledge about the company’s products and services.
 Reinforcing the idea that acquiring and retaining customers is the end goal.
 Informing employees about opportunities related to professional development, appraisals,
and promotions. (HR, 2023)

For sales force team, they arrange refresher induction training especially because employees are
new recruited fresher. Induction training varies by business unit wise. Induction training takes
place for 3 months in Pharma business unit and 11.5 months in Agri business unit. Sometimes the
training program time period Induction on The Job Off the Job External Training Orientation
Training Foreign Training E-Learning In House Training 34 requires being shorten on urgent
basis and employees are directly sent for field work but later on they have to take On the job
training.
On the job training - When employees lack skill deficiency and asks for training, learning and
development department arranges on the job training instantly. For example, if someone finds
difficulty in MS Excel data analysis, they resolve the matter as soon as possible by conducting on
the job training. Sometimes marketing people calls them to gather knowledge or for skill
development, and then they conduct on the job training right away and solve the problems.
Off the job training - Off the job training happens frequently at head office on weekends and after
office hours. Time length period for this training program can be daylong as well as half day.
Duration for the half day is 4 hours and full day is 8 hours.
(Training, 2023)

Integrated Marketing: In the integrated marketing component of a comprehensive strategy,

companies strive to make marketing decisions that focus on creating value for stakeholders through
a clear and concise marketing message. compact. All integrated marketing activities, including
advertising, personal relations, direct marketing, online media, and social media marketing, work

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in sync to ensure that customers and partner businesses with similar experiences and perceptions
of the company.

• Features • List Price

• Brand name • Discounts
• Packaging • Allowances
• Service • Credit terms
• Warrenty • Payment Period

Product Price

Promotio Place

• Advertising • Channels
• Personal Selling • Coverage
• Sales Promotion • Transportation
• PACIicity • Outlest

ACI frequently connects with their customers through below advertising modes.
 TV advertising
 Testimonial advertising
For a specific product of ACI product variety, quality, design of the product, features, and brand
name- all the items are same in print media or social media. If ACI wants to disclose a
promotion/discount/campaign offer it will also be the same.
Once upon a time, local consumers used low quality salt. Later ACI brought white salt to the
market, which is beneficial to human health. We introduced the slogan: “ACI salt helps developing
merit- we dream of a meritorious Bangladesh”, which was appreciated by mass consumers.
(Tribune, Innovative marketing strategy key to attract consumers’ attention, 2019)

ACI is one of the oldest companies of Bangladesh. They know how to promote their products
effectively. To increase the sales of their products, they use different types of promotional methods
such as advertising, sales promotion, special offers, online marketing including social media
campaigns, sponsoring events, print media, etc. Some of their promotional activities are given
below:

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 Advertisement of ACI Public Health Products Äerosol” Savlon Clean Bangladesh Campaign (ACI Public Health Product)

(Online Promotion, 2023)

Relationship Marketing: The purpose of a relationship marketing is to develop strong, long-term

relationships with different stakeholders and other relevant entities involved in the business. For a
business to succeed or fail, customers, employees, financial institutions, suppliers, vendors,
regulatory bodies, and competitors are all necessary partners which have significant influence on
its success or failure.

We can take the app “Fosholi” of ACI CC as an example to understand ACI’s relationship
marketing by which customers can order any product they want and can get it in any district as
this company has their dealers in almost every district
in Bangladesh. Farmers have to check that app for
available product list & their uses and just need to call
a sales representative to confirm their orders as most
of the customers are farmers and they are not educated
enough to purchase the products by that app. After
confirming their orders, sales representative pass the order to local responsible person to initiate
the purchase within the shortest possible time. Sometimes ACI gives discounts and coupons to the
customer via that app. As a result, the amount of product purchase increases. (FOSHOLI, 2019)

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Performance Marketing:
The focus of marketing performance is on the influence of marketing on the business as well as
the return on investment of such efforts. Understanding the financial and non-financial benefits
from marketing operations and programs to businesses and society is necessary for performance
marketing.
Each business also owes a social, moral, and ethical obligation to society. As a crucial component
of holistic marketing, each dealer must make sure that his attempts to promote the product do not
hurt the customers' feelings and must be completely sincere.
ACI is globally & locally working on various projects that have impact on society. Like, hygiene
awareness program, Positive nutrition, health camp, Women hygiene & nutrition center etc. They
are committed to building trust through responsible practices and through transparent
communication – both directly to consumers and indirectly through other key stakeholders and
thought-leaders. (Creating Shared Values, 2023) ACI limited has set up their ETP in Gazipur which
they consider as their green footprints. (Our Green Footprints, 2016)

Conclusion:
The most modern marketing concept is holistic marketing. Organizations may operate their
businesses very effectively by employing this approach because it encompasses all marketing
sectors. Customers are more likely to trust the company because it contains all the information. In
this way, an organization can grow its clientele and build solid bonds with them.

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References
ACI in Brief. (2023). Company Profile. Retrieved 6 17, 2023, from https://www.aci-bd.com/about-
us/company-profile.html
Creating Shared Values. (2023). Retrieved 06 21, 2023, from ACI Limited: https://www.aci-bd.com/csv/
FOSHOLI. (2019). FOSHOLI to Promote Balanced Fertilizer Digitally. Retrieved from ACI Limited:
https://www.aci-bd.com/all-news/fosholi-to-promote-balanced-fertilizer-digitally.html
HR. (2023). HR. Retrieved 06 19, 2023, from https://www.aci-bd.com/human_resource.php
Online Promotion. (2023). Retrieved 6 20, 2023, from https://www.facebook.com/aciflbd/
Our Green Footprints. (2016). Retrieved from ACI Limited: https://www.aci-bd.com/our-green-
footprints/
Sharma, J. (2023). Introduction To The Concept of Holistic Marketing. Shiksha Online.
Training. (2023). ACI Limited - Training. Retrieved 06 21, 2023, from https://www.aci-
bd.com/training.php
Tribune, D. (2019, 11 9). Innovative marketing strategy key to attract consumers’ attention. (M. A. Syed
Alamgir, Interviewer) Retrieved 06 21, 2023, from https://www.aci-
bd.com/interviews/innovative-marketing-strategy-key-to-attract-consumers-attention.html
Tribune, D. (2020, 12 1). Innovative marketing strategy key to attract consumers’ attention. (M. D. Syed
Alamgir, Interviewer)