Group project

Topic: - ACI Nutrilife Low GI Rice Marketing plan

Course Name: Advanced Marketing Management
Course ID: MKT 302,
Sec-01
Instructor: Tarafdar Rafiqul Islam
Group Name:-CHNCO
ID
Member
Mohammed Shihab
Rashid
Jaydad Rehman
Chowdhury
Nahiyan Ibne Hashem

1221062

MD. Zahid Khan Mojilish

1120735

Mehedi Masnad Saimum

1110144

1130045
1110398

Executive Summary:
Rice is commonly believed to be a high GI food. So ACI came up with a new product called ACI
low GI rice. It is a big question that why would people choose a low GI BR16 rice instead of any
normal rice with high or medium GI? The answer could be come up with the difference between
the digestion rates of high GI & low BR16. The stomach can digest high GI food at a very high
rate compared to any low GI food. After consumption of high GI foods, bursts of energy are very
quickly available, as the stomach can easily digest it, but soon after, there comes a "crash" as the
glucose or sugar level quickly falls after a sudden surge, making the person feel hungry again.
By consuming low GI rice, this can be avoided and one can ensure that his/her body has a steady
supply of energy over a longer period of time.
Marketing of the low GI rice can be effective as informative brochures and leaflets have been
distributed from hospitals and pharmaceuticals. The marketing campaigns have focused not only
on disease prevention and reduction, but also on general wellness and all age demographics are
therefore being targeted. Even though current prices are high in context to the average income of
Bangladeshis, there is a possibility of subsidization of prices in the near future, as the
government has shown interest in promoting low GI rice among all income groups of
Bangladesh. If Low GI rice becomes an affordable alternative to the varieties of rice currently
available, this could usher in a healthier lifestyle among the general population.

Contents:
Executive summary
Introduction
Current market situation
Market description
Product review
Pricing
Distribution
Strength, Weakness and threat analysis
Budget
Objectives
Issues
Conclusion
Reference
ACI LOW GI RICE
Introduction:
Now days, Human food behavior is changing. Urban dwellers seem not only to be suffering from
malnourishment, but also from a gradual detachment from traditional meals. The urban
Bangladeshi's diet seems to be slowly but inevitably leaning towards more convenient albeit
unhealthy options. Increased incidence of diabetes and cardiovascular diseases seems only
logical, as cholesterol counts are not paid enough heed and weight management is not done
through informed judgment. In developing countries as ours, lack of awareness and

misinformation seems to have reached epidemic levels.

Coming as splendid news for health conscious individuals and a strong reminder to the not-sohealthy ones: The Bangladesh Rice Research Institute (BRRI) has recently developed a variety of
low GI rice that has one of the lowest GI counts among all rice made available to the market till
now. Why is this so great? Low GI food prevents blood sugar level from fluctuating sharply, and
helps in maintaining a balanced lower and upper level. Diabetics will heave a sigh of relief,
because this means that they can not only consume rice, once believed to be a culprit behind
diabetes, but also have it knowing that it actually helps with the condition. Sugar level
fluctuations are very common among average people, because most food we consume are of high
GI, which is detrimental to health in the long run. These sustained fluctuations can actually
trigger diseases such as diabetes, and as the human body's feeling of hunger varies with these
highs and lows, weight management issues and the problems of overconsumption also come into
the picture. Low GI rice can help fight all these problems

Current Market Situation

ACI Bangladesh Manufacturers Limited was a subsidiary of world renowned multinational ICI
Plc and was a listed public limited company under Dhaka Stock Exchange. In 1992 ICI Plc
divested its shareholding through a management buyout and the company name was changed
from ICI Bangladesh Manufacturers Limited to Advanced Chemical Industries (ACI) Limited.
ACI Formulations Limited, a subsidiary of ACI, became a public listed company through direct
listing.

ACI has diversified into four major strategic business divisions which include Health Care,
Consumer Brands, Agribusinesses and Retail Chain.
Strategic Business units:

Pharmaceuticals

Consumer Brands & Commodity Products

Agribusinesses:

o Crop Care Public Health

o Animal Health
o Fertilizer
o Crop-ex
ACI Agribusiness is the largest integrator in Agriculture and Livestock and Fisheries. These
businesses have subunits like Crop Protection, Seed, Fertilizer, Agrimachineries, and Animal
Health. These businesses have glorified presence in Bangladesh.CC & PH supplies crop
protection chemicals, Seed supplies Hybrid Rice, vegetable and Maize seeds, Fertilizer Supplies
Micronutrient and Foiled fertilizer, Agra-machineries supplies Tractors, Power Tiller and
Harvester and Animal Health supplies high quality Nutritional, Veterinary and Poultry medicines
and vaccines.ACI Agribusiness is having strong partnership with national and international R &

D companies, universities and research institutions. Before introducing any product, it is

elaborately tested in the laboratory and farmers field.ACI Agribusiness has a large,
knowledgeable and highly skilled Field Force provides training and technical advices to the
farmers.ACI is significantly contributing to national food security through its Agribusinesses
division, which is the leading agricultural integrator of the country. ACI Agribusinesses is
providing complete solution to the farmers need. This division has five separate SBUs. They are
Seeds, Fertilizer, Motors, Crop Care & Public Health, and Animal Health. Farmers have
developed confidence in our products for quality and economics. Farmers have also come to
expect proper knowledge based service from our field force.

And in the current market itll be easier for ACI low GI rice to prosper, because at the present
ACI is not facing any competition from other companies who are willing to produce low GI rice.
But they have to face challenges to attract the customers who are not aware of the fact that how
LOW GI RICE can benefit them.

Market Description
In relation to the product launch, our major issue is the ability to establish a well-regarded brand
name linked to a meaningful positioning. We will have to invest heavily in marketing to create a
memorable and distinctive brand image projecting innovation, quality, and value. We also must
measure awareness and response so we can adjust our marketing efforts as necessary. ACI
Nutrilife Low GI Rice is locally cultivated with intensive care, meticulously selected grains and
processed in unique scientific techniques to ensure its nutrition value and GI value under 50 aged

people. This rice is helpful to improve type 2 diabetes mellitus, heart disease, high blood
pressure, obesity management etc, the release said. The table shown below illustrates how ACI
addresses the needs of target consumers.
Types of Segmentation

Information

Relevant explanation

Geographic

Initial Target: DHAKA

As the cost will be higher, so it will be mainly

targeted to the hospitals, if the doctors prefer this to
the diabetic patients then they will be inspired to buy
this rice.

Demographic

Age: 20 years 65 years

People with high BP, diabetes and over-weight can

Gender: Both Male & Female

consume this rice.

Income: Higher Class & Higher Middle

Health conscious people can also consume this rice.

Class.
Psychographic

Income: Higher Class & Higher Middle

People who are determined to have a healthy life

Class.

and fit physical structure.

Occupation: Doctors, Scientists,

Nutritionists, Players, Actors & Actresses,
Young politicians, Dancers, Models, Defense
People.
Behavioral

Occasion: Routine/Seasonal

Helps to reduce BP.

Attitude toward this product: Positive, but it

Helps to reduce Heart Diseases.

is not a mandatory product for the

Helps to control Diabetes.

Bangladeshi lifestyle.

Helps to control overall health system

Consumptions rate: Low.

Product Review:
ACI Nutrilife Low GI Rice is from a special variety developed by Bangladesh Rice Research
Institute (BRRI). This rice is specially produced and processed and locally cultivated with
intensive observation. Meticulously selected grains are processed under unique scientific
techniques to ensure proper nutrition features of low GI (Glycemic Index). The GI value of this

rice variety is found below 50 that refers to low GI and helpful to improve type 2 diabetes
mellitus management.
The Glycemic Index (GI) is a measure of the power of foods (or specifically the carbohydrate in
a food) to raise blood sugar (glucose) levels after being eaten. The number listed next to each
food is its Glycemic Index and it presents as high GI (70 or above), medium GI (56-69) and low
GI (55 or less).
Low GI diet is growingly followed by the developed world for a sound and healthy life. ACI
Nutrilife Low GI Rice is from a BRRI developed variety that is already recognized as low GI by
University of Sydney in GI food list, BIRDEM in Ibrahim Medical Collage Journal, BRRI in
their annual report and an international research carried out by Dhaka University, FAO &
NFPCSP (National Food Policy Capacity Strengthening Program) of Govt. of Bangladesh. ACI
Nutrilife Low GI Rice is tested and found as low GI by Department of Biochemistry and
Molecular Biology of University of Dhaka.ACI Nutrilife Low GI Rice is available in 1 kg packs
at nearby super shops.ACI Nutrilife Low GI Rice is a very special kind of rice which is
developed by BRRI. This rice is specially produced and processed with intensive observation.
Since it is a special kind of rice, it needs special care. It goes through a lot of verification to
ensure proper nutrition. Its grains are meticulously selected and processed under unique
scientific technique. All these ensure the future of low GI which is Glycemic Index.

Pricing:
The Glycemic Index is a numerical Index that ranks carbohydrates based on their rate of
glycemic response (i.e. their conversion to glucose within the human body). Glycemic Index uses

a scale of 0 to 100, with higher values given to foods that cause the most rapid rise in blood
sugar. Pure glucose serves as a reference point, and is given a Glycemic Index (GI) of 100. Price
The price of this rice is comparatively high than any other rice sold in our local market. The
average price of rice sold is 35-40 BDT per Kg. Another type of expensive rice which is
currently available in the market is Bashmati Rice which is 1080 BDT per 5kg. This makes it
216 BDT per kg). So comparing to the local market the price of ACI GI rice would be pretty
high. The price which is set is 320 BDT per kg. That led us to a very narrow target market who
can actually afford this sort of rice. The reason of this rice is being expensive is because of the
way it is produced. This is not just any other rice which is sold in our local market. This rice is
very much for the people who are highly conscious regarding their health.

Distribution:
As it is stated above the price is higher than any other rice sold in our local market so the target
market will be narrow. First of all we will target all the CSD shops in Dhaka city and other major
cities in the country. Since its an army related store so there should be potential customers there.
We wont be targeting much local markets. Considering all the facts and economical states the
local markets we will consider would be Gulshan Market, Banani Bazar, Kawran Bazar,
Malibagh Bazar, and New Market. This will be our initial local targeted market. Another market
which we will be targeting is the departmental stores such as Shopno, Agora, Meena Bazar etc.

Strength, Weakness, Opportunity and Threat analysis:

Strengths:
Abundant natural resources that suitable for rice growing.

Seed diversity.
Irrigation system has been developed in main rice growing areas.
Farmer Organization: Farmer groups/association.
Increase private sectors involving in agriculture production supply chain.
Agricultural Development Strategy 2020 (rice policy, agriculture commercial production).
ACI Group has their own retailing chains stores known as Shopno Departmental Stores,
they have currently 36 departmental stores in Dhaka.

Weakness:
Low productivity of rice production
Farmers have limited skills for improve productivity
No price guarantee policy
Seed shortage / quality (no seed bank)
Labor shortage / migration
Limitation of using mechanization

High interest rate for long-term agriculture loan

Low processing activities/cleaning, packaging, storage
Lack of quality control/system (SPS)
Low trade facilitation (collaboration, regulation)
Limited of market information
Financial support for small holders, farmer association for agriculture value adding is limited

Opportunity:
Regional linkage (infrastructure)
Member of WTO / AEC

Useless of chemical and pesticide which is a good opportunity for producing organic or GI
product to niche market
FDI - interested from foreign investment

Threats:
Natural disaster (flood and drought)
Increase outbreak of Pest and diseases
Low competitiveness
No proper quarantine checks for agricultural production across border (illegal border trade).
Renata Agro Ltd &Purnava Agro Ltd has launched Purno low GI rice.

Marketing Plan:
To get access in all the market segmentation mentioned above in the consumer market and to get
into the B2B business.
Target Market:
1.
2.
3.
4.

Gender: Male & Female.

Income: Higher living standard.
Age: 20-Above.
Sub-culture: Patients with diabetics, heart diseases & blood pressure, overweight people,

beauty conscious.
5. Occupation: Actors, athletics, gymnastics, dancers, nutritionist, models, working class
heroes like bankers, service holders, and also the people in the defense of our nation.
6. Nationality: People from abroad travelling or living in our country.
7. Business 2 Business: Getting into places where the people go to pay anything for good
quality food.

Marketing Promotions & Activations:

1. Sales Discount: Discount for the retailers to sell a targeted amount of product in a fixed
time.
2. Area Distributors: Establishing a good relationship with the largest distributors in every
zone in Dhaka.
3. Cooking show: A TV show ones a week showing the best use of this rice other than the
usual way we cook it.
4. Hospitals: Persuading the hospitals to provide the lunch & dinner with Nutrilife Low GI
Rice.
5. Health Tips Shows: Making them say to go for Nutrilife Low GI rice.
6. Gym: showing the benefits of Nutrilife Low GI Rice.
7. Customized Gifts: Pen, calendars, clocks for the use of the opinion leaders with the
8.

branding of Nurilife Low GI Rice.

Commercials: TV, Radio, Food Critic magazines where food specialized people will talk

about how it is going to improve our lifestyle.

9. Events: Events like food festivals, where the Nutrilife can sponsor and make people taste
the products quality and its benefits in our life.
10. Medium Sized Festoons: For the departmental stores.
11. Flyers: To distribute among the public.

Budget:
1.
2.
3.
4.
5.
6.
7.
8.

Festoons [10000 x 50 BDT]

Flyers [200000 x 2 BDT]
TV Commercials [1 x 1,00,000 BDT]
Radio Commercial [1 x 25,000 BDT]
Gifts for the Opinion Leaders [2000 x300 BDT]
Events Sponsor
Media Commercials Charges
Miscellaneous Expenses
Total

5,00,000 BDT
4,00,000 BDT
1,00,000 BDT
25,000 BDT
6,00,000 BDT
5,00,000 BDT
8,00,000 BDT
75,000 BDT
30, 00,000 BDT

Objectives:
1St objective: We have to follow up our targeted marketing plan during year by year. Then we
need to specify our target consumers & build a strong relationship with them

2nd objective: after completing our initial stage we have to concern how we can spread it in
whole Dhaka

3rd objective: we need to popularize our product as healthy & pure.

Issues:
In relation to the product launch, our major issue is the ability to establish a well-regarded brand
name linked to a meaningful positioning. We will have to invest heavily in marketing to create a
memorable and distinctive brand image projecting innovation, quality, and value. We also must
measure awareness and response so we can adjust our marketing efforts as necessary.

Conclusion:
By integrating this entire thing we can say that ACI Low GI rice will reinforce the brand name
and should be the best choice for the peoples who are health conscious. Thanks to ACI group
who bring this new product to us.

Reference:
WWW.Facebook.com
http://bangladeshbrandforum.com
http://acinutrilife.com
(http://nutritiondata.self.com/topics/glycemic-index)
(http://www.muktobazaar.com/index.php?s=8&category_id=169&item_id=1531