Abstract:
For any company, it is very important and crucial part to develop strong brands and
also manage it. ACI Pure Salt is a strong brand of ACI Limited. ACI Salt Ltd.
received the Occupational Health and Safety Management System certification i.e.
OHSAS 18001:2007 from Bureau Veritas (Bangladesh Pvt. Ltd) for the first time
in Bangladesh in Salt industry. Besides ACI Pure Salt has achieved ‘Best Brand
Award’ in 2008, 2011, 2013, 2014, 2015 and 2017.
Now, in the market, there is some more brand of salt but in this huge competition,
ACI Pure Salt is the market leader and ACI Pure salt maintaining it by ensuring the
best quality. ACI pure salt has a good strategy in its market development program.
It is maintaining its product quality and quantity, the price is reasonable, the
distribution system is following widely in Bangladesh, and investing hugely in the
standard promotion.
Have done an analysis by doing a survey to some of its customers for evaluating
the performances of ACI Pure Salt. In this analysis have used primary types of
data. Have found the data from the survey by the close-ended question based on
LIKERT scale and one open-ended question. The Sample size is 30 people where
15 male and 15 females. From this research, have found that customers are
purchasing ACI pure salt by setting priority both brand and quality, they have
loyalty toward the brand. Besides they are a little bit unhappy about packaging and
discount offer.
Although ACI Pure salt is a strong brand, yet it has some work to do to remain the
best, the market leader. They should increase their communication with the retailer
and should implement an effective monitoring system and thereby minimizing the
gap.
