ACI Pure Salt

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.