Analyzing distribution strategies of ACI-Colgate based on retailers feedback

Abstract

ACI Limited is one of the most leading FMCG’s of Bangladesh. Beside own products ACI Consumer Brands import globally acclaimed home care products. Among them Colgate is one of the most successful brands in Bangladesh. Colgate Palmolive is the current leader in manufacturing and distribution of oral care and general hygiene products in the world (Crescendo Networks, 2011). In Bangladesh, the product is so popular and still running successfully. ACI Limited has many distribution strategies to distribute Colgate to the utmost customer. To develop the distribution channel, the organization conducted a Retailers study to learn from the shopkeepers. This report includes the distribution strategy of ACI. Also, it includes the structure of distribution strategy and the controlling and maintaining process. Beside this, competitors’ strategies are thoroughly analyzed based on retailers’ feedback. ACI conducted this retailer’s survey to analyze market gaps and based on that a fair recommendation has been provided to develop distribution channel. During the study, Dhaka zone was covered only. First, entire Dhaka zone was divided into territories. Then some areas (mostly called beat) had been selected within those territories. After that, the shopkeepers were interviewed and they share their opinions about the product, its distribution system, policy, suggestion and everything. With all the information and findings from survey, adequate analysis has done in terms of Colgate present distribution’s situations. Suggestions are provided at the end of the report for the betterment of the brand in future