Evaluating the Impact of Marketing Mix Decision on Sales Performance: A case study on ACI Coil

Abstract

This internship report is based on practical experience at ACI Limited. This report mainly deals with the evaluation of the impact of marketing mix and promotional mix on sales performance of ACI Coil. This report consists of 7ps and five major parts with different tasks and I my my best to make a standard report based on this topic. Before working or doing my Internship program, I was very interested to know about the sales, marketing and promotion activities of a FMCG company. ACI Limited is one of the largest conglomerates in the country with businesses in pharmaceuticals, agriculture, consumer products etc. ACI stands for Advance Chemical Industries. ACI Limited is one of the most popular corporate names in Bangladesh. It is the most trusted brand as well as ensured quality product supplier. This report is designed basis on my theoretical knowledge and Practical experiences at ACI.

The objective of this report titled as “Evaluating of the impact of marketing mix decisions on sales performance: A Case Study on ACI Coil” is focused on the overall Marketing mix, sales performance and improving promotional mix of ACI Coil. ACI’s Mosquito Coil products performances are weaker than their other products. The company needs to focus on developing the sales as well as they need to promote their product through the radio, television, newspaper, outdoor advertising and through other strategies that will help to increase their coil sales.

Lack of promotional efforts and lack of a well-designed marketing program were found to be key causes of poor performance of the brand. I have also mentioned some recommendations for ACI Coil about what activities they need to follow to increase their coil’s sales. I hope they will be benefited from those recommendations.