The report provides an integrated marketing communications plan for ACI Nutrilife Rice Bran oil to increase awareness and market share in Bangladesh. It includes a SWOT analysis, market research findings which show a lack of awareness about rice bran oil. Objectives are set to increase sales by 25% and build brand awareness. A new positioning of "World's Healthiest Edible Oil" is proposed along with a PR and advertising campaign highlighting the health benefits of rice bran oil. The promotional mix includes PR, advertising, and digital marketing. A media plan is suggested using TV, print, outdoor and indoor advertising.

1. 1 | An integrated marketing communications plan for ACI Nutrilife Rice Bran oil
ACI Nutrilife rice bran oil
April 16
2018
An integrated marketing communications plan for
ACI Nutrilife Rice Bran oil

2. 2 | P a g e
Course name: Promotional Marketing (MKT337)
Semester: Spring 2018
Section: 11
Submitted by:
Name ID
Mehedi Hasan Polash : 1620850030
Submitted to:
Tashfeen Ferdous Saeed
Lecturer
North South University.

3. 3 | P a g e
April 16, 2018
Tashfeen Ferdous Saeed
Lecturer
Department of Markerting and International Business
School of Business and Economics, North South University
Dear Sir,
Here is the report that you asked us to submit regarding An integrated marketing
communications plan for a product/service as part of our term paper. We’ve done comprehensive
study on edible market to find out the target group of the market and have discovered several
patterns which will best for ACI Nutrilife Rice Bran oil to become market leader and a
sustainable edible oil brand in local market.
This report, and the investigation behind it, was prepared under your direct supervision.
We pledge that under no circumstance will any part of it be reproduced for any reason,
shared with anyone else, or uploaded to any Internet website without your written consent.
Furthermore, we pledge that this report has not been submitted to any other faculty
member of North South University.
We sincerely hope that you will find this report useful and appropriate as per the requirements.
We have tried to make the report as catholic as we possibly could but we would appreciate you
contacting us if you have any further queries.
Sincerely
Mehedi Hasan Polash

4. 4 | P a g e
Table of Contents
1. EXECUTIVE SUMMARY .......................................................................................................................................5
2. COMPANY BACKGROUND..................................................................................................................................5
2.1 BRAND ...................................................................................................................................................................6
2. SWOT ANALYSIS.................................................................................................................................................6
3. SEGMENTATION & TARGETING: ................................................................................................................7
4. POSITIONING (EXISTING): ..................................................................................................................................7
5. DIFFERENT COMMUNICATION USED BY BRAND.................................................................................7
6. MARKET RESEARCH............................................................................................................................................8
6.1 METHODOLOGY OF RESEARCH ....................................................................................................................................8
6.1.1 Primary research..........................................................................................................................................8
6.1.2 Secondary Research .....................................................................................................................................8
6.2 KEY FINDINGS...........................................................................................................................................................8
6.3 INSIGHTS AND PROBLEMS.........................................................................................................................................13
7. OBJECTIVES ................................................................................................................................................13
7.1 MARKETING OBJECTIVES: ..................................................................................................................................13
7.2 COMMUNICATION OBJECTIVES:..........................................................................................................................14
7.3 A comprehensive budget along with budgeting approach: ...........................................................................14
8. THE SOLUTION.............................................................................................................................................15
8.1 NEW POSTIONING...............................................................................................................................................15
8.2 THE BIG IDEA AND SLOGAN FOR CAMPAIGN..................................................................................................................15
9. PROMOTIONAL MIX TOOL..................................................................................................................17
9.2 ADVERTISING :.......................................................................................................................................................20
9.3 DIGITAL MARKETING .......................................................................................................................................20
10. MEDIA PLANING............................................................................................................................................20
10.1 BROADCAST MEDIA : ............................................................................................................................................20
10.2 PRINT MEDIA :.....................................................................................................................................................20
10.3 INDOOR ADVERTISING : .........................................................................................................................................21
10.4 OUTDOOR ADVERTISING:.......................................................................................................................................21
BIBLOGRAPHY......................................................................................................................................................22
APPENDIX ............................................................................................................................................................22
APPENDIX 12.1 ADVERTISING (TVC).....................................................................................................................28

5. 5 | P a g e
1. Executive Summary
This report emphasizes on a sustainable promotional campaign of ACI Nutrilife Rice Bran oil.
Comparing soybean the most used edible oil in Bangladesh, Rice bran oil is a relatively new
entrant in the category of cooking oils and the healthiest one proved by science. Bangladesh is a
country of immense opportunities. It has become a middle-income country from lower-income as
people are earning higher than before they’re expending more than before on education, health
and many more. ACI Nutrilife brand already put their footprint in the market, ACI introduced
their Rice Bran oil in 2012 through a press conference under the well-known household brand
ACI Nutrilife.
We have executed promotional campaign plan through market segmentation, target market and
positioning for our new destination. Sequentially, we’ve worked on long term and short term
promotional plan basis on our primary and secondary research and our own experience as a ACI
Nutrilife Rice Bran oil consumer.
2. Company Background
Before the liberation war, ACI limited was running its operation as the subsidiary company of
Imperial Chemical Industries in the East Pakistan. After independence the company has been
incorporated in Bangladesh on January 1973 as ICI Bangladesh Manufacturers Limited and also
as Public Limited Company. Then the company changed its name to ACI. Now the company
also obtained listing with DSC (Dhaka Stock Exchange) and CSC (Chittagong Stock Exchange)
and registered in the name of Advanced Chemical Industries Limited.
ACI limited it’s one of the largest Bangladeshi conglomerates, which operates through three
reportable segments: Pharmaceuticals, Consumer Brands and Agribusiness. Recently ACI
pharmaceuticals get permission to sell their Pharmaceutical products in the US.

6. 6 | P a g e
2.1 Brand
ACI Edible Oils Limited is a subsidiary of ACI limited, started its journey in 2012. The
marketing of rice bran oil consumer pack under the well known household brand ACI Nutrilife.
From the day of its establishment ACI Edible Oils Limited is trying to serve finest quality of
edible oil to serve the consumers of Bangladesh.
2. SWOT analysis
Strength
• Brand image
• Product quality
• Product packaging
Weakness
• High cost
• Lack of promotional activities
• Not available everywhere
Opportunity
• Through promotional activities increase awareness
• Increase demand
• Make it available everywhere
• Work on behavioral and physiographic segmentation
Threat
• Existing competitors
• New competitor can entry in the market

7. 7 | P a g e
3. Segmentation & Targeting:
Segmentation of ACI Rice Bran Oil is:
Geographic Demographic Psychographic
Socio-economic
• Country:
Bangladesh.
• Density:
Urban
• Age: 18-40.
• Gender: Male &
Female.
• Family size: Any.
• Income: Mid-range
income-high-range
income.
• Occupation:
Student, Housewife,
Doctors, Business
people etc.
• Nationality:
Bangladeshi.
• seniors,
• bodybuilder
s
• Health
conscious
people,
• White
collar
people
• Black
collar
people
4. Positioning (existing):
Thus the brand ACI nutrilife rice bran oil has no good or viral promotion and the category rice
bran oil totally new in Bangladesh so, it has no positioning in consumer mind.
5. Different communication used by brand
ACI Nutrilife Rice Bran oil introduced by a press conference in BIRDEM general hospital ( A
very well known foundation for diabetics, kidney and heart patient ) in the year of 2012. After
that they didn’t have any promotional campaign till 2015. In 2015 they’ve made a TVC of 36
seconds for the brand and after few days a printed ad on a few daily newspapers. From 2015 Nov
to till 2018 they didn’t have any promotional campaign.

8. 8 | P a g e
6. Market Research
6.1 Methodology of Research
Our market research is divided into two parts, primary data and secondary data.
6.1.1 Primary research
We gathered our primary data from some local wholesalers of edible oil and online surveys. We
conducted internet surveys using Google forms.
6.1.2 Secondary Research
We did our secondary research first which is to gather the already existing information. So we
used internet as the tool to finding relevant information.
6.2 key findings
From our secondary data research, according to trends.google.com Rice bran oil search term
used only by a few number of people in Dhaka division. Other division has no interest at all.

9. 9 | P a g e
Then we’ve used ACI Nutrilife Rice Bran oil in interest term, geographical location-
Bangladesh, Time 12 months
Because of minimal interest google trends is unable to show the insights
Comparing with all the local and foreigner brand of rice bran oil, geographical location-
Bangladesh, Time 12 months. From left India’s leading brand Fortune Rice Bran oil>Aci
Nutrilife Rice bran oil> Spondon Rice Bran oil> Shorna Rice Bran oil

10. 10 | P a g e
In terms of interest on online comparing with competitors cannot find such a result to
compare with others. So, that means people are still don’t care about rice bran oil. And as
a result there’s no leading brand exists in this category.
Primary research from Google form shows
1. Among all the responses 64.3% people have a family story of heart diseases.

11. 11 | P a g e
2. 78.6 percent people still use soyabean as their cooking oil
3. From responders 64.3% are male and 35.7% are female
4. All of the female responders use Soyabean oil for cooking

12. 12 | P a g e

13. 13 | P a g e
5. Most of the family use 2-5 liters edible oil in a month and few needed 5.12 liters. We
can use it for selecting packaging size
6.3 Insights and Problems
First thing first, from our primary and secondary source of research we’ve found that lack of
awareness is the biggest and challenging problem here. Offline survey and according to media,
people aren’t aware about Rice bran oil, even most of the people don’t know existence of rice
bran oil in the market.
People still love to use soyabean as their edible oil.
Most of the people don’t know it’s benefits
Women still aren’t aware of rice bran oil
Promotional campaign of rice bran oil is very poor so that people never care it
Oil is expensive comparing soyabean and less than Sunflower and olive
64.3% people has family story of heart diseases
According to WHO anyone of any age is vulnerable to heart disease due to cholesterol
Lack of Digital Marketing
Lack of promotional campaign
7. Objectives
7.1 Marketing objectives:
Our major objective is increase awareness through vast promotion and increase market share
through PR.
As like all other companies our first and primary objective is to increase sales for short term as
well as long term. To increase sales at first, we have to create awareness among the people. The
ACI Company is a well-established company and everyone knows about ACI. People look for

14. 14 | P a g e
healthy food today. We have set a primary goal of increasing sales by 25% within the next 12
months. As our target customer is more specifically the adults, we would like to increase our
sales to major earning member of a family who usually does grocery shopping for the family.
Our most important objective of marketing is to increase brand awareness. We have launched
this product as a substitute of soybean oil which is regularly used for cooking purposes. But
customers are not that much aware of it. So, we have planned many PR activities and
promotional campaigns to build awareness in consumers ‘mind. Our market share in this product
has not become that much higher yet. We have planned to give some offers and schemes to our
stakeholders so that the market share rises.
7.2 Communication objectives:
The main aim of our IMC campaigns will be to get as much reach as possible so that we can
build the brand awareness. Most people do not have any idea about this rice bran oil of our
company, so we must represent ACI Rice Bran Oil in such a way that it gets more consumer
attention. Through our IMC campaign we would also persuade the end users to choose this oil
before any other products and gain positive word of mouth. The positive word of mouth will help
us achieve trust and loyalty towards the brand. Thus we can retain our market position in the
long run having a positive customer value.
7.3 A comprehensive budget along with budgeting approach:
Marketi
ng
Expense
Budget
2017-18 2018-19 2019-20
Televisio
n Ads
50000*10days*3Months=
1500000
55000*10days*3months=
1650000
65000*10days*3months=
1950000
Newspap
er Ads
18000*20days*6months=
2160000
22000*20days*6months=
2640000
25000*20days*6months
=3000000
Promotio
nal
Events
355000 455000 560000

15. 15 | P a g e
Printed
Promotio
nal
Material
s
118000 144500 166000
Total
Marketi
ng
Expenses
4133000 4889500 5676000
8. The Solution
8.1 New Positioning
We want to set to our customers' mind that “ We’re The World’s Healthiest oil brand” and
that’s proved by science.
8.2 The big idea and Slogan for campaign
ACI Nutrilife Bran Oil we’re to create the demand through creating awareness among people and
educate people about the health benefits. Because most of the people don’t know about how rice
bran oil actually ensure healthy and safe eating and also decrease the cholesterol level of blood.
We target the health-conscious people and also family member to use their oil in their everyday
cooking. And as their oil price is comparatively high, so there is will be difficult for the lower
class people to buy and use. And through educating the people, their strategy is to change the
mind of people and encourage them for healthy eating and healthy life.
So, we offer “World’s Healthiest Edible oil.”
10 benefits that you can enjoy from a 100% refined ACI Nutrilife rice bran oil:
1. Lower the bad LDL Cholesterol.
2. Oryzanol: Improves HDL/LDL ratio.
3. Balanced PUFA/MUFA ratio: Cleaner blood vessels.
4. Balanced Fatty Acids: Balanced nutrition, balanced health.
5. Tocotrienols & Phytostrerols: Anti-cancer properties.

16. 16 | P a g e
6. Squalene: Improves skin tone and delays wrinkle formation.
7. Vitamin E: Helps to maintain the balance of nervous system.
8. Natural antioxidants: Protection against diseases.
9. Ferulic acid: Stimulates hormonal secretion, rejuvenates health.
10. Low oil absorption: Healthier food.
Source: Joint FAO/WHO Food Standards Programme, Codex Committee on Fats and Oils, 18th Session,
U.K., 3-7th February. 2003.
Our slogan is “
”

17. 17 | P a g e
9. Promotional Mix tool
We will use three primary promotional mix tool for this campaign.
Public Relation
Advertising
Digital Marketing
We are using PR to reach out major target group,
Advertising for creating awareness about the rice bran oil benefits
Digital Marketing should be used for easy buying and to reach out to young, health-conscious
customer group.

18. 18 | P a g e
9.1 Public Relation Campaign :
They can do PR by providing health tips
via phone SMS, like grameenphone health
tips. Though the tips we can alert people
about cholesterol, how bads are they for
human body and how it’s related directly to
heart disease.
They can do it with telecommunication
company and departmental store Shopno,
Agora, Meena Bazaar . Like in every
week they can just randomly share
important tips when people will see its
from ACI Rice Bran oil they think positive
about the brand.
We can also do some PR campaign in the world heart day. We can Set up a medical team and
provide free heart test. And also give then suggestion and tips how they can overcome with the
diseases and keep their heart sound.
And last but not least we’ll provide free Newspapers in this day. The objective of this one is to
remember the brand name and reliable positioning of the product as “World’s healthiest edible
oil”

19. 19 | P a g e

20. 20 | P a g e
9.2 Advertising :
In this advertising, we are focusing on the rational appeal and in communication model this
advertising fall under the hierarchy of effect model. Here the TVC starts with creating awareness
and also share some knowledge and so people will like it and prefer it for purchase and use. We
will do continuous advertising on different channels as oil is every day using the product.
Execution style-
See Appendix 12.1 for the screenshot.
9.3 Digital Marketing
ACI Rice Bran Oil can do digital marketing through different grocery websites like chaldal.com
and Meena Click. They can promo their product on their Facebook page and on their website.
They can also post their TVC print Ads. They can do promo their product with benefit. They can
mention here if anyone wants more knowledge than left the question in the comment section and
they will answer as soon as possible. Since Chaldal.com and Meena Click are popular website,
so they have a huge opportunity to their TG through this digital marketing promotion.
10. Media Planing
10.1 Broadcast Media :
ACI Rice Bran Oil can use TV advertising to show our TVC and reach the maximum target
customer. They can make a TVC to aware and educate people about the benefits of ACI Rice
Bran Oil and will broadcast in different media vehicles like Star Jalsha, RTV, NTV, Zee TV.
They should use broadcast media because this is the best way to reach as many as people and
they should choose those media vehicles because as their TG are adult people. So this TV
channel will be an effective medium to reach their TG effectively.
10.2 Print Media :
They can use print media and give their product Picture with the benefits in the front or last page
in Prothom Alo, The Daily Star. And also give different promotional offers information here. As
there newspaper are available and popular. So that might be an effective media for their
propmotion.

21. 21 | P a g e
10.3 Indoor Advertising :
ACI Rice Bran Oil should do indoor advertising, like in the shore they can give ACI Rice Bran
Oil leaflet to the customer to grab their attention. When people come to the grocery shop, they
might be influenced by the flyer and try the product.
10.4 Outdoor Advertising:
Mobile Billboards advertising is beneficial and noticeable to people. ACI Rice Bran Oil can grab
the opportunity and do mobile billboards to promote their product. So people will notice it, and
unconsciously this bran will set in people mind, and when they go for purchasing oil after seeing
the oil with the brands, they can somehow relate and recall the brand in the unconscious mind
and have the tendency to select the brand.
The primary purpose of our media planning is to reach as many as possible target customer and
ensure a higher reach.

22. 22 | P a g e
Biblography
Rice Bran Oil, (2012). [TV programme] Independent Television.
YouTube. (2012). Rice Bran Oil. [online] Available at:
https://www.youtube.com/watch?v=vdM4mhozrKU [Accessed 12 Apr. 2018].
1. ACI Nutrilife Rice Bran Oil. (n.d.). Retrieved April 16, 2018, from
https://www.facebook.com/acinutriliferbo
2. (n.d.). Retrieved April 16, 2018, from http://www.aci.ltd/Commodity_Foods.php
3. Ali, A., & Devarajan, S. (2017). Nutritional and Health Benefits of Rice Bran Oil. Brown
Rice, 135-158. doi:10.1007/978-3-319-59011-0_9
4. Orthoefer, F. T. (2005). Rice Bran Oil. Baileys Industrial Oil and Fat Products.
doi:10.1002/047167849x.bio015
5. Survey - https://goo.gl/forms/Gp6gLesT7K65l6Il1
Appendix
Rice Bran Oil, (2012). [TV programme] Independent Television.

23. 23 | P a g e

24. 24 | P a g e
Google form survey sample questioniries

25. 25 | P a g e

26. 26 | P a g e

27. 27 | P a g e
Fig- Guerilla Marketing

28. 28 | P a g e
Appendix 12.1 Advertising (TVC)

29. 29 | P a g e