Marketing Plan Aci Mineral Water
MARKETING PLAN 2004
ON
ACI PURE MINERAL WATER
PREPARED FOR
S. ALAMGIR
EXECUTIVE DIRECTOR
ACI CONSUMER BRANDS
PREPARED BY A. K. M. ZABED BRAND MANAGER ACI CONSUIMER BRANDS
ACI CONSUMER BRANDS ACI LIMITED January 2004
Executive Summary
Human history proceeds through development. This development can be visualized in every sphere of human life/civilization. Actually, technological innovation has opened up a new horizon for the mankind to use such development to improve quality of life in a better and effective manner. Bangladesh as an emerging country is not an exception to it. Virtually, for last couple of decades, Bangladesh consumer market has been changed in manifolds. Bangladesh soft drink market is not an exception to this trend.
Actually, Bangladesh soft drink market is under volatile change and it is one of the fastest growing markets in Bangladesh. During 80’s the consumer of Bangladesh even never thought of having mineral water by paying almost equivalent amount of money as required to buy a carbonated soft drink. From marketing point of view, 30 years ago it was not a commodity. Today more than 45 companies are engaged in this trade with more than 100 brands. Average annual growth of cur soft drink market is more than 100%.
TABLE OF CONTENTS PAGE Executive Summary 2 1. PRODUCT DETAILS: 4 A. Specification 4 B. Pack Size 5 C. Features 5 Essential Feature 5 Supportive Feature 5
2. INTRODUCTION 5 A. Profile 5 B. Analysis – Market size, Segment and Share 7 C. Analysis – Competition, promotional Strategy and Distribution Network. 9 3. SWOT Analysis As In February 11
4. OBJECTIVES
ON
ACI PURE MINERAL WATER
PREPARED FOR
S. ALAMGIR
EXECUTIVE DIRECTOR
ACI CONSUMER BRANDS
PREPARED BY A. K. M. ZABED BRAND MANAGER ACI CONSUIMER BRANDS
ACI CONSUMER BRANDS ACI LIMITED January 2004
Executive Summary
Human history proceeds through development. This development can be visualized in every sphere of human life/civilization. Actually, technological innovation has opened up a new horizon for the mankind to use such development to improve quality of life in a better and effective manner. Bangladesh as an emerging country is not an exception to it. Virtually, for last couple of decades, Bangladesh consumer market has been changed in manifolds. Bangladesh soft drink market is not an exception to this trend.
Actually, Bangladesh soft drink market is under volatile change and it is one of the fastest growing markets in Bangladesh. During 80’s the consumer of Bangladesh even never thought of having mineral water by paying almost equivalent amount of money as required to buy a carbonated soft drink. From marketing point of view, 30 years ago it was not a commodity. Today more than 45 companies are engaged in this trade with more than 100 brands. Average annual growth of cur soft drink market is more than 100%.
TABLE OF CONTENTS PAGE Executive Summary 2 1. PRODUCT DETAILS: 4 A. Specification 4 B. Pack Size 5 C. Features 5 Essential Feature 5 Supportive Feature 5
2. INTRODUCTION 5 A. Profile 5 B. Analysis – Market size, Segment and Share 7 C. Analysis – Competition, promotional Strategy and Distribution Network. 9 3. SWOT Analysis As In February 11
4. OBJECTIVES