Presented by: Alisha Ali (2412514030),
Farzana Rahman (2222533630),
Forhad Nafim (2322522630),
Safwan Rahman (2411714630),
Sameer Hossain (2414185030)
Company Profile
❖Sectors: pharmaceuticals, consumer brands,
agribusiness, and retail.
❖Established in 1968
❖ACI Foods Limited operates as a subsidiary of ACI
Limited.
❖Mr. M. Anis Ud Dowla is the Chairman of ACI Group.
❖Mission: Enrich the quality of life of the people
❖ACI Foods operates two brands: brand names of PURE and
FUN
Product Portfolio
Our target customers
• ACI Pure:
• Basic necessities for cooking
• Do not have a specified customer base
• FUN:
• Kids and teenagers aged 5 to 16,
• Living in rural and urban areas alike.
• Their parents are likely to be middle-class, earning
an average monthly income of 12,500-30,000.
Where to find our products
• Local grocery stores or supermarkets
• Online through e-commerce platforms like Pandamart
and chaldal
ACI’s competitors
• PRAN, Ruchi, and Radhuni
• PRAN: Juices, snacks, dairy items, and
processed foods
• Ruchi: a variety of food products, including
edible oils, spices.
• Radhuni: curry powder, turmeric powder,
cumin powder, and garam masala.
• All target the mass market and sell their
products at affordable price
Trend amongst Customers
❖Natural and organic products
❖Environmentally friendly, chemical-free,
❖sustainably sourced items
❖Consumers are becoming more and more interested in health
and wellness.
❖Goods that are easy to prepare, consume, and fit into their busy
lifestyles.
How we will position our brand
❖Trusted provider of high-quality food products that cater
to the diverse needs of its customers at affordable price.
❖ACI also wants to showcase its innovative approach
and adaptability to changing trends and customer
preferences.
❖They want to emphasize their commitment to
quality, sustainability, and customer satisfaction.
Introducing…
Our Newest Product
❖We are offering a good
❖Core Product: Indulgence without discomfort
❖Actual Product: A dairy-free ice cream
❖Made from plant-based ingredients, like coconut milk
❖Flavours: Vanilla, Chocolate, Strawberry
❖Available sizes: Personal sized cups (100ml), Family
sized tubs (500ml)
How will we satisfy our customers?
❖Allergen-free: Both milk allergy, lactose intolerance, and
even people with nut allergies can enjoy our product freely
❖ Vegan-friendly: Perfect for consumers wishing to avoid
animal-based products
❖Healthier alternative: The low saturated fat, cholesterol, and
calories make it a better alternative to its dairy counterpart.
❖ Acne-free: While regular ice cream leads to
breakouts due to the presence of milk, our product
helps prevent it.
What needs will be met by it
❖Taste: Arguably the most important factor when buying
ice cream, and our unique flavour promises to deliver
justice to our customer’s tastebuds.
❖Happiness: this product would be revolutionary for
people with allergies as they can properly enjoy the ice
cream without any physical pain.
❖Health: Ideal for health-conscious individuals looking for
a treat but weary of their calorie intake.
❖Key Attributes How will we position it
• Allergen-free: Customers with lactose
intolerance, and milk allergy can enjoy
Nolacto with no harm to their health.
• Healthier Alternative: Not only is it
better for your gut health, but it’s also
low in calories and saturated fat
❖Premium Positioning
• The high price, quality, and
packaging will help create a
luxury experience
Our Competitors
❖Premium ice cream brands
❖Movenpick and Raffanito
❖Raffanito & Movenpick’s tub ice creams are available very
exclusively, mostly through their websites.
❖They are very well-established brands, but our unique
flavour and high-quality ingredients will make ours
stand out.
❖Our USP of being a dairy-free product sets us
apart from our competitors
The value of our good
❖Dietary restrictions: A delicious alternative for lactose intolerant
consumers.
❖Vegan lifestyle: A guilt-free enjoyment of ice-cream for
people avoiding animal products.
❖Health consciousness: Perfect for individuals
monitoring their health as our ice cream has less
cholesterol compared to dairy ice-creams.
Pre-established price point
❖Pricing can vary based on factors such as brand reputation,
flavors, quality of the ingredients, and production methods.
❖In the premium segment,
• a 100ml tub of ice cream can be charged from 100 to 250
(BDT)
• a 500ml tub can be charged from 300 to 1500 (BDT).
PED of our customers
❖Price-insensitive
❖No similar products (dairy-free), so cannot shift to others
❖Premium good so high price indicates quality
❖Tagret customers: High income individuals. Hence, they are
likely to be less responsive to changes in price as they are
not affected by it much
Our Competitor’s Pricing
❖Raffinato: Currently they only sell 1 litre tubs at 600 BDT
❖ Movenpick: their price for a
• 100ml tub starts from 200 to 250 BDT
• 500ml tub it starts from 1000
Tk 250
to 1250 BDT
Our Pricing Method
❖ Market Skimming Pricing
❖ Set a high initial price to maximize revenue before
substitutes arrive
❖ It aligns with our premium brand image
❖ Suitable for products with various benefits like ours
❖ Our Pricing: 100ml for 169BDT, 500ml for 655BDT
Where you can find our target buyers
• . Urban areas: Our lactose-free ice cream thrives in urban areas
with diverse populations and specialty food markets. 1. Health
food stores and specialty markets: Specialty markets provide
lactose-free ice cream along with other dietary options. 2.
Online retailers: Online retailers offer lactose-free ice cream and
other specialty foods, catering to convenience and accessibility
for consumers. 3. Fitness and wellness communities: Gyms and
yoga studios attract health-conscious individuals, including
those interested in premium lactose-free ice cream. 4. Tourist
destinations: Tourist spots offer diverse dietary options,
including premium lactose-free ice cream, to cater to visitors'
preferences.
