2. Presentation on Marketing Strategy of ACI MOTORS
Mahfuzur Rahman
Lecturer
Department of Marketing
Comilla University
Md. Asif Iqbal
ID 11807013
Department of Marketing
Comilla University

3. Introduction:
ACI Motors entered the Earth Moving Industry of
Bangladesh in 2014 and represents world's some of
leading full line construction equipment manufacturers
in "Case Construction Equipment" providing Backhoe
Loader, Soil Compactor, Tandem Roller etc. ACI
Motors Limited provides Complete Farm
Mechanization Solution to farmers by offering
a wide range of agriculture machineries -
Tractor, Power tiller, Reaper, Mini Combine
Harvester, RiceTransplanter etc.

4. Distribution Network
The company maintains strategically located sales centers in nineteen different locations across the country. It has developed an advanced
distribution system through its skilled and trained manpower and a large fleet over eighty vehicles. The distribution system is fully equipped for
handling continuing volume of diverse range of products from the various businesses. Distribution maintains trained delivery persons over
500 and a large fleet of over 150 vehicles. The distribution system is capable of handling continuing volume of businesses.
The company's distribution centers are highly streamlined, computerized and automated. ACI uses state of the art equipments for its
specialized range of cold chain products such as vaccines and insulin.
Business Unit
• Pharmaceutical
• Consumers Brand & communities
• Agribusiness
Jointly Business Unit
• Asian Consumer Care pvt LTD
• Tatley ACI Bangladesh LTD
• ACI agrovet pvt LTD
cold

5. Mission:
ACI's Mission is to enrich the quality of life of the people through responsible application of knowledge, technology and skills. ACI
is committed to the pursuit of excellence through world-class products, innovative processes and empowered employees, to
provide the highest level of satisfaction to our customers.
Vision
• Provide products and services of high and consistent quality, ensuring value for money to our customers.
• Endeavour to attain a position of leadership in each category of our businesses.
• Develop our employees by encouraging empowerment and rewarding innovation.
• Promote an environment for learning and personal growth.
Values:
• Quality
• Customer Focus
• Innovation
• Fairness
• Transparency
• Continuous Improvement

6. Products profile

7. Domestic Market
A domestic market is an internal market of trading, makes demand and fill supplies, give services within a single
country. As a developing country people are focused on their business more than before. Having internet
makes it easier to solve many problems which had tough to solve manually. So now people are thinking about
Business over the internet. In Bangladesh it was tough to manage trucks, pickups and covered van but now
people are being dedicated to manage it properly.
Market of commercial vehicle in Bangladesh
In current scenario the size of the commercial vehicle is around bdt 3500 crore. But in other case it was
about bdt 1500 crore a long ago. It’s been 40,000 units of vehicles such as bus, truck, autorickshaw, cargo van,
human-hauler, pickup and tanker were sold last year. It is higher than 2,000 units 10 years ago. This growing
demand will continue to grow more in the next 10 years.
erly.

8. Market Segmentation
Demograpic segmentstion:Here ACI Motors focus on the family life cycle, education, income and occupation
when doing commercial business in Bangladeshi market. The people who purchase the trucks or pickups mostly
are focus on showing off.
Behavioral segmentation : Sometimes it is the best starting point for market segments. In this segment ACI
Motors evaluate users knowledge. They try to keep in touch with regular update in this industry with customers.
Geographic Segmentation: This segment is one of the simplest method. Marketers can segment the people
according to the geographic criteria like states, regions, cities, postal etc. The regional differences in terms of
population and its density may be considered as the base for market segmentation.
Psychographic Segmentation: This segment discuss about the potential of customers efine the market segment.
This segment plays a vital role. Here consumers are defines into market segments on the basis of their
personality, values, attitudes, interest, self-image etc.

9. Targeting
An organization select a suitable market segment with the intention of focusing the firm’s marketing offers to
its related consumers. It is a process of selecting the appropriate market from the total market.
• Size
• Difference
• Money
• Accessible
• Benefits
Positiong
Market positioning refers to the perception of consumers in a brand or product in relation to competing
products. It is a process of establishing the image of a brand or product which is perceived by consumer in a
certain way. ACI motors promoting their vehicles as luxury status which may strike a customer’s
selfactualization. In their vehicle they are also making noise about reliability and long lasting.

10. Marketing Mix of ACI Motors
Product:
• Design
• Features
• Brand name
• Product variety
• Quality
• Service
Pricing
• Allownce
• Dicounts
• Payment period
• Credit policy

11. Marketing Mix of ACI Motors
Promotion
• Personal selling
• Direct marketing
• Advertising
• Public relations
• Sales promotion
• Media
Place
We generally known that place/placement means where product is available. The distribution channel of ACI motors is well organized
and that is why Foton is available in every cities in Bangladesh. ACI motors has several sales offices which are located in different places
around Bangladesh.

12. SWOT Analysis

13. Competitors
1. TATA MOTORS
2. JAC
3. JMC
Conclusion
In Bangladesh there was a time when only few companies could import vehicles and they maintain the total of
commercial market. Then the quality of the product were not good enough and the price was very high. But day
by day it has been changed with import policies, rules and regulations, customs restrictions, Duties and taxes
policy. By revised these important things now it’s possible to import quality products and also it’s easy to
promote it to the customers through internet. Availability of inter net also helps in this business.