Promotional Mix of ACI LIMITED- SHWAPNO Lifestyle
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SHWAPNO LIFE
STYLE
PROMOTIONAL MIX
STYLE
PROMOTIONAL MIX
ACI LIMITED
SHWAPNO LIFESTYLE & PROMOTIONAL MIX
Submitted to:
G. M. Shafayet Ullah
Lecturer
BRAC Business School
Submitted by:
Shahed Ul Islam
10104101
Submitted on:
20th September, 2014
SHWAPNO LIFESTYLE & PROMOTIONAL MIX
Submitted to:
G. M. Shafayet Ullah
Lecturer
BRAC Business School
Submitted by:
Shahed Ul Islam
10104101
Submitted on:
20th September, 2014
Letter of Transmittal
20th September, 2014
G.M. Shafayet Ullah
Lecturer
BRAC Business School
Subject: Submission of completed Internship Report.
Dear Sir,
I have completed the assigned internship report on „ACI LIMITED- SHWAPNO Lifestyle
Promotional Mix‟.
In completion of the report I tried to make it more informative so that the actual market scenario
can be drawn from the report. As well as tried to keep it much simple so that it becomes easily
understandable to you and to others.
Moreover, I will be glad to answer any questions that arise to its readers regarding any
discrepancies or inconsistencies.
Sincerely,
Shahed Ul Islam
10104101
BRAC Business School
20th September, 2014
G.M. Shafayet Ullah
Lecturer
BRAC Business School
Subject: Submission of completed Internship Report.
Dear Sir,
I have completed the assigned internship report on „ACI LIMITED- SHWAPNO Lifestyle
Promotional Mix‟.
In completion of the report I tried to make it more informative so that the actual market scenario
can be drawn from the report. As well as tried to keep it much simple so that it becomes easily
understandable to you and to others.
Moreover, I will be glad to answer any questions that arise to its readers regarding any
discrepancies or inconsistencies.
Sincerely,
Shahed Ul Islam
10104101
BRAC Business School
Table of Contents PAGE
Introduction 01
Origin of the Report 02
Objective of the Report 02
Methodology 03
Sources of Data 03
Chapter 1
THE ORGANIZATION
Overview of the Company 05
Vision of ACI 06
Mission of ACI 06
Core Values of ACI 06
Strategic Business Unit 07
Joint Ventures 07
Management Committee 08
Board of Directors 08
Financial Status of ACI as per 2012 fiscal year 09
Brief History of SHWAPNO 09
About SHWAPNO 12
Category Hierarchy 13
ACI Logistics Business Model 14
Introduction 01
Origin of the Report 02
Objective of the Report 02
Methodology 03
Sources of Data 03
Chapter 1
THE ORGANIZATION
Overview of the Company 05
Vision of ACI 06
Mission of ACI 06
Core Values of ACI 06
Strategic Business Unit 07
Joint Ventures 07
Management Committee 08
Board of Directors 08
Financial Status of ACI as per 2012 fiscal year 09
Brief History of SHWAPNO 09
About SHWAPNO 12
Category Hierarchy 13
ACI Logistics Business Model 14
Chapter 2
THE JOB
Assignment & Contribution to the Organization 16-19
Chapter 3
THE PROJECT
Competitor Analysis 21
Meena Bazaar 21
Meena Bazar Strengthes and Weakness 22
Agora 22
Niche Market Competitors 23
Strategy Analysis 24
Non Food Divergence Strategies Used At SHWAPNO 24
Business from NFD 2013 25
Year wise GP% at SHWAPNO 26
Strategy to Introduce New Designs in the Lifestyle Category 27
Adevertising 29
Sales Promotion 30
Internet Marketing 31
Public Relation 32
Direct Marketing 33
Personal Selling 33
Conclusion 34
References 35
THE JOB
Assignment & Contribution to the Organization 16-19
Chapter 3
THE PROJECT
Competitor Analysis 21
Meena Bazaar 21
Meena Bazar Strengthes and Weakness 22
Agora 22
Niche Market Competitors 23
Strategy Analysis 24
Non Food Divergence Strategies Used At SHWAPNO 24
Business from NFD 2013 25
Year wise GP% at SHWAPNO 26
Strategy to Introduce New Designs in the Lifestyle Category 27
Adevertising 29
Sales Promotion 30
Internet Marketing 31
Public Relation 32
Direct Marketing 33
Personal Selling 33
Conclusion 34
References 35
Acknowledgement
Above all, I express my gratitude and thanks to the Almighty, who aided me with strength, and
gave me the wisdom and patience needed to complete this report.
I would also like to thank the generous contributions of my supervisors at ACI Limited, Md
Iqbal Hossain (Assistant Manager) and team of Category Development, for continuously
supporting me with all the necessities.
Additionally, I would like to thank my advisor, G.M. Shafayet Ullah, Lecturer, BRAC
University who believed that I could complete this task, upholding the standard and
professionalism she expects. His moral guidelines and joyful encouragement helped me to
persevere.
At last, I thank my parents and other family members for their help, support and faith during the
exasperating period of collecting resources and analyzing data for the paper.
Above all, I express my gratitude and thanks to the Almighty, who aided me with strength, and
gave me the wisdom and patience needed to complete this report.
I would also like to thank the generous contributions of my supervisors at ACI Limited, Md
Iqbal Hossain (Assistant Manager) and team of Category Development, for continuously
supporting me with all the necessities.
Additionally, I would like to thank my advisor, G.M. Shafayet Ullah, Lecturer, BRAC
University who believed that I could complete this task, upholding the standard and
professionalism she expects. His moral guidelines and joyful encouragement helped me to
persevere.
At last, I thank my parents and other family members for their help, support and faith during the
exasperating period of collecting resources and analyzing data for the paper.
Executive Summary
ACI group is one of the largest conglomerates in the country with businesses in pharmaceuticals,
agriculture, consumer products etc. However, SHWAPNO is a business unit of ACI logistics.
SHWAPNO is the largest retail company in Bangladesh currently holding a share of 35% of the
retail industry. Inaugurated in 2008, SHWAPNO now has over 46 outlets and 1600 employees
spread across the country.
SHWAPNO enjoys a higher amount of market share than its competitors such as Agora and
Meena bazaar. Agora and Meena Bazar entered this industry earlier mostly because of visionary
leadership and innovative strategies employed by the company. Even though Meena Bazaar,
Agora hold several advantages over SHWAPNO. None of these companies have been able to
emulate the success of SHWAPNO‟s business model and market positioning. SHWAPNO‟s
brief history is fraught with challenges, successes, ups and down.
The organization structure of SHWAPNO is conventional. One of the advantages SHWAPNO
has over its competitors is the procurement department which is responsible for directly sourcing
vegetables, meat, fruits and grains directly from wholesale markets. Other participants in the
market rely on vendors for fresh produce requirements, which make quality control extremely
difficult.
The report discovers SHWAPNO‟s strategic marketing to capture market share, its growth of
customer base. Moreover, it focuses on the six promotional mixes to judge its marketing
strategies. At the end of the report results could be drawn on how the promotional mixes were
executed and was it worthy of implementation. Along with this the report discloses the area of
improvement in promotional activity of SHWAPNO.
ACI group is one of the largest conglomerates in the country with businesses in pharmaceuticals,
agriculture, consumer products etc. However, SHWAPNO is a business unit of ACI logistics.
SHWAPNO is the largest retail company in Bangladesh currently holding a share of 35% of the
retail industry. Inaugurated in 2008, SHWAPNO now has over 46 outlets and 1600 employees
spread across the country.
SHWAPNO enjoys a higher amount of market share than its competitors such as Agora and
Meena bazaar. Agora and Meena Bazar entered this industry earlier mostly because of visionary
leadership and innovative strategies employed by the company. Even though Meena Bazaar,
Agora hold several advantages over SHWAPNO. None of these companies have been able to
emulate the success of SHWAPNO‟s business model and market positioning. SHWAPNO‟s
brief history is fraught with challenges, successes, ups and down.
The organization structure of SHWAPNO is conventional. One of the advantages SHWAPNO
has over its competitors is the procurement department which is responsible for directly sourcing
vegetables, meat, fruits and grains directly from wholesale markets. Other participants in the
market rely on vendors for fresh produce requirements, which make quality control extremely
difficult.
The report discovers SHWAPNO‟s strategic marketing to capture market share, its growth of
customer base. Moreover, it focuses on the six promotional mixes to judge its marketing
strategies. At the end of the report results could be drawn on how the promotional mixes were
executed and was it worthy of implementation. Along with this the report discloses the area of
improvement in promotional activity of SHWAPNO.
Introduction
ACI group is one of the largest conglomerates in Bangladesh with interests and stakes in varied
fields. Previously, ACI was called Imperial Chemical Industries (ICI). ACI was founded after
Bangladeshi investors in ICI managed to obtain majority stakes in ICI‟s Bangladeshi operations.
SHWAPNO, a concern of ACI group established in 2008 is an integral part of the overall ACI
group. It represents and exemplifies ACI‟s commitment to bring about a better Bangladesh and
be a catalyst to change the lives of millions of individuals for the better. SHWAPNO, with its 46
retails stores, situated in strategic positions around Bangladesh is the largest retail chain in the
country with over 35% markets share of the growing 1500 crore taka retail industry. Retail
industry in Bangladesh has huge scope since only 2% of the entire population is served by the
retail industry. ACI‟s retail arm has carved an enviable name for itself in the market place.
Through its meticulous and analytical top management and innovative marketing strategies,
SHWAPNO has been able to achieve a dominant position in the market place. Even though the
other retail chain, Agora and Meena Bazaar have had long established presence in the
Bangladeshi market, neither has been able to achieve the broad reach and brand equity that
SHWAPNO has been able to.
This study will look into the varied strategies developed and implemented by SHWAPNO to
achieve its dominant position in the marketplace. Some of the strategies were developed as a
result of market dynamics, while others were developed as a result of desperation. An in depth
study of strategies used by retail chains have not been done in Bangladesh previously. The
increasing importance of the retail industry to the Bangladeshi economy and its growing
penetration into many aspects of people‟s lives demands a thorough study on this subject matter.
ACI group is one of the largest conglomerates in Bangladesh with interests and stakes in varied
fields. Previously, ACI was called Imperial Chemical Industries (ICI). ACI was founded after
Bangladeshi investors in ICI managed to obtain majority stakes in ICI‟s Bangladeshi operations.
SHWAPNO, a concern of ACI group established in 2008 is an integral part of the overall ACI
group. It represents and exemplifies ACI‟s commitment to bring about a better Bangladesh and
be a catalyst to change the lives of millions of individuals for the better. SHWAPNO, with its 46
retails stores, situated in strategic positions around Bangladesh is the largest retail chain in the
country with over 35% markets share of the growing 1500 crore taka retail industry. Retail
industry in Bangladesh has huge scope since only 2% of the entire population is served by the
retail industry. ACI‟s retail arm has carved an enviable name for itself in the market place.
Through its meticulous and analytical top management and innovative marketing strategies,
SHWAPNO has been able to achieve a dominant position in the market place. Even though the
other retail chain, Agora and Meena Bazaar have had long established presence in the
Bangladeshi market, neither has been able to achieve the broad reach and brand equity that
SHWAPNO has been able to.
This study will look into the varied strategies developed and implemented by SHWAPNO to
achieve its dominant position in the marketplace. Some of the strategies were developed as a
result of market dynamics, while others were developed as a result of desperation. An in depth
study of strategies used by retail chains have not been done in Bangladesh previously. The
increasing importance of the retail industry to the Bangladeshi economy and its growing
penetration into many aspects of people‟s lives demands a thorough study on this subject matter.
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