ACI Limited: SHWAPNO lifestyle promotional mix

Abstract

ACI group is one of the largest conglomerates in the country with businesses in pharmaceuticals, agriculture, consumer products etc. However, SHWAPNO is a business unit of ACI logistics. SHWAPNO is the largest retail company in Bangladesh currently holding a share of 35% of the retail industry. Inaugurated in 2008, SHWAPNO now has over 46 outlets and 1600 employees spread across the country. SHWAPNO enjoys a higher amount of market share than its competitors such as Agora and Meena bazaar. Agora and Meena Bazar entered this industry earlier mostly because of visionary leadership and innovative strategies employed by the company. Even though Meena Bazaar, Agora hold several advantages over SHWAPNO. None of these companies have been able to emulate the success of SHWAPNO‟s business model and market positioning. SHWAPNO‟s brief history is fraught with challenges, successes, ups and down. The organization structure of SHWAPNO is conventional. One of the advantages SHWAPNO has over its competitors is the procurement department which is responsible for directly sourcing vegetables, meat, fruits and grains directly from wholesale markets. Other participants in the market rely on vendors for fresh produce requirements, which make quality control extremely difficult. The report discovers SHWAPNO‟s strategic marketing to capture market share, its growth of customer base. Moreover, it focuses on the six promotional mixes to judge its marketing strategies. At the end of the report results could be drawn on how the promotional mixes were executed and was it worthy of implementation. Along with this the report discloses the area of improvement in promotional activity of SHWAPNO.