Marketing Report PRAN

SL
NO. C
HAPTERS
P
AGE
1C
OMPANY
O
VERVIEW
042 L
IST OF
M
ARKET
O
FFERINGS
063 C
OMPETITIVE
R
EVIEW
084 P
RACTICE OF
M
ARKETING
C
ONCEPTS
095 D
ISTRIBUTION
R
EVIEW
104 L
IST OF
S
TRATEGIC

B
USINESS
U
NITS
(SBU
S
) 115 E
VALUATION OF
SBU
S BY
BCG
M
ATRIX
116 I
MPLEMENTATION OF
P
RODUCT
-M
ARKET
E
XPANSION
G
RID
S
TRATEGIES
137 C
OMPANY

S
S
TRATEGIES FOR
S
TRATEGIC
F
ORMULATION
158 S
TRATEGIC

A
LLIANCES OF THE
O
RGANIZATION
169 P
RODUCT
P
OSITIONING
S
TRATEGIES
1810 P
RICING
S
TRATEGY
1811 S
OCIAL
A
CTIVITIES
1912 SWOT
A
NALYSIS
2013 O
BJECTIVES
2213 C
ONCLUSION
22

Company Overview

PRAN
is currently the most well known household name among the millions
of people in Bangladesh and abroad also. Since its inception in 1980, PRANGroup
has grown up in stature and became the largest fruit and
vegetable processor in Bangladesh. It also has the distinction of achieving
prestigiouscertificate like ISO 9001:2000, and being the largest exporter of
processed agro products with compliance of HALAL & HACCP to more
than 80 countries fromBangladesh. PRAN is the pioneer in Bangladesh to be
involved in contract farming and procures raw material directly from the
farmers and processes through state ofthe art machinery at our several
factories into hygienically packed food and
drinks products. The brand
PRAN
has established itself in every category of
food and beverage industry and can boost a product range from Juices,C
arbonated Drinks, Confectionery, Snacks, and Spices to even Dairy
products.Now, PRAN
consumers not only value
PRAN
for its authentic refreshing
juice drinks products , but also for its mouth watering quality confectione
ry products with high visual appeal and exciting texture. We intend to expa
nd
our presence to every corner of the world and strive to make
PRAN
a truly
international brand to be recognized globally.PRAN are business market
because they purchase raw materials and produce products and Sale that in the
market.

L
IST OF
M
ARKET
O
FFERINGS
List
Products
Size
Amount
Price/TK
01
PRAN Orange Jelly
medium
1 pcs
180.00
02
PRAN Chili Pickle 300g
1 jar
170.00
03
PRAN Frooto OrangeJuice
1000ml
1 bottle
115.00

04
PRAN Frooto MangoJuice250ml
1 dozen
450.00
05
PRAN Spice PowderChili250g
1 jar
145.00
06
PRAN Spice PowderTurmeric250g
1 jar
155.00

07
PRAN Tomato Sauce 900g
1 bottle
210.00
08
PRAN Mango Jam
350g
1 bottle
190.00
09
PRAN ChiniguraAutomatic Rice

1 kg
Vacuum Pac
180.00
10
PRAN Minikate Rice
5 kg
1 packet
450.00
11
PRAN Nazirshail Rice
5 kg
1 packet
450.00
12
PRAN Olive Pickle
400g
1 bottle
170.00
13
PRAN White Vinegar
300ml

1 bottle
85.00
14
PRAN KataribhogRice
5 kg
1 packet
890.00
15
PRAN Chanachur
350g
1 packet
85.00
16
PRAN Mixed FruitsJam
350g
1 bottle
140.00
17
PRAN TomatoKetchup
1000ml
1 bottle
245.00
18

PRAN Spice PowderTurmeric

250g
1 jar
150.00
19
PRAN Hot TomatoSauce
1000ml
1 bottle
295.00
20
PRAN Garlic Pickle
300g
1 jar
180.00
21
PRAN Spice PowderCoriander
200g
1 jar
85.00
22
PRAN Mango Pickle
300g
1 jar
190.00
23
PRAN Milk Wafer
---12 pcs
120.00

C
OMPETITIVE
R
EVIEW
:
The Emergence of new product, marked by PRAN group, manufactures
andcarriers has pressured industry participants to continually add features
andcut prices. Within a very short time PRAN would start exporting to PapuaNew
Guinea, East Timor, Brunei, Mauritius Reunion, and Algeria, amongother
countries. At present it is exporting to 82 countries all over the worldand it has
been conferred the most prestigious export trophy for the last
sixconsecutive years for its export activities. Due to gradual development
of thequantity of PRAN products and because of better marketing and
distributioninitiatives, it is creating hype among other countries.
Competition fromspecialized products for drinks such ac Acme, 7up, are major
factors as well.Key competitions include:
*C
OCA
COLA
:
Coca cola is a famous brand. It is a high growth brand that isspread
everywhere. It tastes good. Its producing or making processing is
verysharp. Everyone choose coca cola.
*S
EJAN MANGO JUICE
:
Students and younger persons choose this one. Its taste is good like pure
mango juice. Its price is less. It is also very famous to all.
*F
IRM FRESH MILK
:
Collected directly from their own Milk Collection Centersaround the country from
selected cows. Firm fresh milk is Ultra HighTemperature (UHT) processed to
maintain long life and retain all the qualitiesand richness of
cows
fresh milk.

*R
ADHUNI
:
Radhuni pure mustard oil is manufactured from the finest grade
ofindigenous mustard seeds and purified in fully automated plant. Mustard
seedsare needed to produce it. It is a famous brand.
*MUM
DRINKING WATER
:
Mum natural drinking water conforms to WHO andBSTI guidelines. It is rich in
minerals, well balanced and ideal for people of allages. It contains valuable
minerals our body needs every day. This water is packed in pet bottle, which is
approved by FDA USA for food packaging.Despite this strong competition,
PRAN can carve out a definite image and gain recognition
among the targeted segments. There are also many productsthat
build
their attraction to people. Chocolate, hot tomato sauce, ketchup,
jam, jelly, borhani, orange juice, chanachur, rice, vinegar, biscuits, etc are
muchknown to all.
P
RACTICE OF
M
ARKETING
C
ONCEPTS
There are five marketing concepts

PRAN Group uses two of this concept for their marketing.

P
RODUCTION
C
ONCEPT
:
They are follow production concept. Because their products are widely
available and highly affordable .They got large productionand effective
distribution Channel. Their Price of the products remainsrelatively low and
they are available almost everywhere. PRAN candy, PRAN juice, PRAN
chanachur, etc are highly available and affordable in Bangladesh.
M
ARKETING
C
ONCEPT
:
They first identify needs and wants of the target marketsand delivering the
desired
satisfactions
better
than
competitors
do.
PRAN group identify Bangladeshi people needs and wants and produce PR
AN Guramasala, PRAN Juice, PRAN candy etc.
DISTRIBUTION REVIEW:
In this section marketers list the most important channels provide an overviewof
each channel arrangement and mention any new developments or trends.PRAN
products will be distributed through a network of retailers in the tophigh
sellable markets. Among the most important channel partners
beingcontracted are:Firstly if the product is made, than it is shown in the wave
page. This is likeother countries. Its price like all information will include. For in
this countriessellable product means main packing product are divided into some
group.Each group has five or six members and it has only one boss. The
bossmaintains all things. He or she then observes and declares that what
place the products will go. It there is lack of product boss will serve.

Q
UESTION MARKS
:
Question marks are low-share business units in high-growthmarkets
requiring a lot of cash to hold their share.
DOGS:
Dogs are low-growth; low-share businesses and products that
may generate enough cash to maintain themselves but do not promise to be
largesources of profit for the organization.
EVALUATION OF SBUS BY CG MATRIX
STARS:
Profit potential
May need heavy investment to growExample;
PRAN Juice, PRAN Candy etc
CASH COWS:
Low growth, high share
Established, successful SBUs
Produce cash
Example;
PRAN Spice Powder Turmeric,
QUESTION MARKS:

1. High growth, low share

2. Build into Stars or phase out
3. Require cash to hold market share
Example: Maggie Noodles
DOGS:
1. Low growth & share
2. Low profit potential
Example;Maxx Cola (PET Bottle).

There are
four
Product-Market Expansion Grid Strategies.
1.
2.
3.
4.

Market penetration
Market development
Product development
Diversification

M
ARKET PENETRATION
:
A strategy for company growth by increasing sales ofcurrent products to current
market segments without changing the product.PRAN Group follows this
product market expansion grid. They produce products and sale in same
market segmentation. They produce PRAN Milk andsale it inside the Dhaka
city.
P
RODUCT DEVELOPMENT
:
A strategy for company growth by offering new ormodified products to
current market segments.PRAN Group does not follow this product market
expansion grid.
M
ARKET DEVELOPMENT
:
A strategy for company growth by identifying anddeveloping new market
segments for current company products.PRAN Group follows this products
market expansion grid. PRAN group startsbusiness in the country. Now they
are exporting their products outside thecountry.
D
IVERSIFICATION
:

A strategy for company growth through starting up oracquiring businesses

outside the compan
ys current products and current
markets.PRAN Group follows this products market expansion grid. When they
startbusiness then they produce few products such as Juice, candy etc and sold it
inthe country. Now they are producing many products and selling in the
countryand exporting outside the country.

OVERALL COST LEADERSHIP:

When the business works hard to achieve the lowest production
and distribution costs so that it can price the products lower thanthe
competitors and win large market share.PRAN Group follows this Strategic
Formulation. They always tray to

reduce production and distribution cost thus they can offer product in lowe
st pricethen their competitor. They win large market share for lowest price
and goodquality products.
D
IFFERENTIATION
:
When the business concentrate on getting superior performance
in an important customer benefit area valued by a large part ofthe market.
The firm seeks for quality leadership.PRAN Group does not follow
Differentiation Strategic Formulation.
F
OCUS
:
When a business focuses on one or more narrow market segments. And for
attracting the customers it may use either cost leadership or
differentiation.PRAN Group does not follow Focus Strategic Formulation.

There are
four
Strategic Alliance of the organization.
1.
2.
3.
4.

Product or Service Alliances

Promotional Alliances
Logistics Alliances
Pricing collaborations

P
RODUCT OR
S
ERVICE
A
LLIANCES
:
When one company licenses another to produceand sale its products under
some specific terms and conditions, or twocompanies jointly market their
complementary products or a new product.PRAN Group does not follow this
Strategic Alliances.
P
ROMOTIONAL
A
LLIANCES
:
When one company agrees to carry a promotion for
another companys goods or services. And under this situation both
companies
are benefited; manufacturer for better promotion and promoter for
special price.PRAN Group does not follow this Strategic Alliances.
L
OGISTIC
A
LLIANCES
:
When one company offers logistical services for another
companys product for a long

-term basis under mutual agreement.PRAN Group does not follow this
Strategic Alliances.
P
RICING
A
LLIANCES
:
When two or more companies join in a special collaborationto fixed price and
in this situation not only the business houses, but theultimate customers
are also benefited.PRAN Group does follow this Strategic Alliances. They join
with BD Food to fixed their product price thus business house and customer
benefited.
P
RODUCT
P
OSITIONING
S
TRATEGIES
The product is a mango fruit juice, which we would like to position as ahealthy
alternative to carbonated beverages and other artificial sodas anddrinks & foods.
The mango juice will add variety to the diet for the people ofUAE. That is why we
want to position PRAN foods a fast moving consumer good in UAE. To huge
Bangladeshi expatriates living in UAE, PRAN will alsoserve a national
symbol and be a source of pride. Though PRAN
s quality is ISO
9001 certified it may have to increase its quality farther since it will have
tocompete against some of the world leaders in mango drink
&foodsmanufacturers.
PRICING STRATEGY
We think that since there is a number of competing brands in the mango
juicemarket, PRAN should follow the market pricing strategy. The
penetrative pricing policy should be used in PRAN
s case because BANGLADESH is

country with low per capita income ($ 1000) money is a factor to the consumersin
BANGLADESH. Also the fact that there are a lot of high profiled brands,which
are already quite competitively priced, makes penetration pricing
lessappropriate
S
OCIAL
A
CTIVITIES
The idea of corporate social responsibility is being widely promoted all
overand rightly so. Here is a corporate whose corporate mission embodies
in itselfcorporate social responsibilities with the additional compulsion to make
profitsin order to thrive and grow which it must to fulfill its corporate
socialresponsibilities in greater measure as time passes. PRAN has a
bifocalobjective of making profits through the fulfillment of corporate
socialresponsibilities.PRAN-RFL is a concept: away to fight poverty & hunger
in Bangladesh in theshortest possible time through employment
generation.PRAN Signifies investment in agro processing: creating demands for
farm produce which create jobs in rural areas also preventing urban migra
tion.PRAN

s aim is to add value to agricultural harvest.

Bangladeshs comparative advantage lies in creating a competitive edge
in
value added agricultural products. This is what PRAN Stands for.
The Groups major achievement has been to try to consolidate fragmented
landholdings and to organize farmers into contract growers of specific crops for
consumption in PRAN
s major processed products. With the elimination of the
middlemen, farmers receive fair prices for their produce & due to
technicalassistance from the agro-processing industry; yields, quality and
income haverisen considerably. Poverty alleviation through profitable enterprises
is now areachable goal for many farmers. This resolution is perhaps PRAN

s greatestachievement.PRANisthepioneerinBangladeshtobeinvolvedincontractfarming
and procures raw material directly from the farmers and processes through
state of the artmachinery at our several factories into hygienically packed food
anddrinks products. The brand PRAN has established itself in everycategory of

food and beverage industry and can boost a product range from Juices,
Carbonated Drinks, Confectionery, Snacks, and Spices to evenDairy
products. Now, PRAN consumers not only value PRAN for itsauthentic
refreshing juice drinks products, but also for its mouthwatering quality
confectionery products with high visual appeal andexciting texture. We
intend to expand our presence to every corner ofthe world and strive to make
PRAN a truly international brand to be recognized globally. PRAN are business
market because they purchaseraw materials and produce products and Sale that in
the market.
SWOT ANALYSIS
S
TRENGTH
1. Huge food & drinks Varity
2. Food & drinks quality is good
3. Mainly Bangladeshi customer based
4. Product availability is more.
5.
Retailer gets
more profit then MNC.
6. Huge distribution network
7. Risk pooling
8. Greater control over sources of raw materials
9. Experience
10.Greater sources of finance
WEAKNESS
1. Low advertisement.
2. Confusing add.
3. Common add for all type of food or drinks.
4. Market size is small.
5. Distribution is time consuming.
6. Control
7. Perishable item
8. Disproportionate promotions strategy