An integrated marketing communications plan for ACI Nutrilife Rice Bran oil, Course name- Promotional Marketing Course Code- MKT337 North South University (NSU) NSU SBE Mehedi Hasan Polash

1. An integrated marketing communications plan for
ACI Nutrilife Rice Bran oil

2. ACI
Edible oil
Profitable
3
Segments
ICI
Holding
Subsidy of ACI, Named Nutrilife for organic
and high quality product.
Revenue ৳ 238 Million BDT, 2016-
2017
Operates through three reportable segments:
Pharmaceuticals, Consumer Brands and Agribusiness.
ICI Bangladesh Manufacturers Limited on 24 January 1973. The
company was renamed as Advanced Chemical Industries
Limited (ACI Limited) on 5 May 1992.
COMPANY
BACKGROUND

3. S W
O T
Strength
Brand Image
 Best in product Quality
Product packaging
Opportunity
 Make it more available
In the market
 Growing Economy
 Online Sales
Weakness
Lack of promotional
activities
 Weak supply chain
Threats
Substitute product price
 Many Competitors
 Increasing manufacturing
cost

4. O
1DEMOGRAPHIC
Age: 18-40
Gender: Male ,Female
Occupation: Housewife, Doctor, service holder ETC
O
2 PSYCHOGRAPHIC
Health Conscious People
Juniors and Seniors
O
3Socio Economic
White Collar People
Black Collar Worker
O
4
Geographical
Country: Bangladesh
Density: Urban

6. METHODOLOGY
Research
Secondary Research
We first collected our data from
already available source like:
Internet (trends.google.com),
Health blogs, Newspaper
articles, Broadcasted Media
Primary Research
Our primary research mainly done on
Wholesalers' of edible oil because they
exactly knows what's going wrong and
surveyed potential customers via
Google forms

7. 82% Urban people even
don’t know what is rice
bran oil
Secondary Data
64.3% people has
family story of heart
diseases
Survey
People who currently
buy rice bran oil regularly
is recommended by their
physicians
Wholesalers
MAJOR KEY
Findings

9. According to google form survey 78% people use
soyabean and 14.3% use sunflower oil
Comparing Rice Bran Oil Sunflower oil Costs 100 taka more in liter,
that means 5 liters costs 1100-1200 where rice bran costs 600 for 5 liters

10. tinyppt.com
designed by
67%MALE
87%FEMALE
Don’t KnowBenefits of Rice Bran oil

11. tinyppt.com
designed by
67%MALE
87%FEMALE
Don’t KnowBenefits of Rice Bran Oil

14. 01
Broadcast Media
TV advertising to show our
TVC and reach out the
maximum target customer. A
TVC to aware and educate
Mothers about the benefits of
ACI Rice Bran Oil
Print Media
Picture with the benefits in
the front or last page in
Newspaper & Newspaper
Supplement
03
Indoor Advertising
When People visit shopno,
salesman will give a leaflet
with 10% discount of ACI
Rice Bran oil
04
Outdoor Advertising
We’ll use Delivery trucks of shopno
as mobile billboard and Dhaka-
Chittagong tour Buses. And Dhaka
Chaka for outdoor advertising
02

15. 1 Increase
25% Sales in 6
months inside
Dhaka
2 Achieve
positive word to
mouth marketing
3 Awareness
Creating awareness
among target
customers groups
4 Attention
Drawing Customer
attention as world’s
healthiest rice bran oil.
5 Invest
Increase Market share by
20% offering some schemes
to the stakeholders
6 Leading
To be the market leader in
2 years in this segment
Marketing &
Communication
Objectives

16. TV ADS
3 Channel, Peak Time
Duration 2 Months
Frequency Weekly , Around Six
corer
Budget
Promotional Campaign
Newspaper & Supplements
2 Newspaper Duration 6 Months
Frequency Weekly
Around four Corer
Mobile Billboard &
LeafletsMobile billboards and Outdoor advertising will costs
around 60,00,00 & Leaflets 40,000
PR Campaign
More Than 1 lakh free Newspaper in
World Heart Day
Costs around 50,00,000

17. Vehicles
MEDIA

25. 01
Chaldal.com
Promoting
our
product on
Chaldal.co
m offer
category
by giving
free home
delivery
DIGITAL Marketing
02
MEENACLICK
All the
banner of
meenaclic
k will be
used for
Promotio
n of rice
bran oil
03
Google ads
Using
Google
Adsense
to reach
out target
group
04
Healthblog
E-medical
point,
FitnessBD,