A G E N E R A L O V E RV I E W O N

PRAN IN BANGLADESH
 American International University of Bangladesh

Subject: Principles Of Marketing

Section: K

Name and ID of the members of the group-

1.Islam Aminul 09-14147-2
2.Islam Touhidul 09-14139-2
3.Rahman Md Mostafizor 09-14084-2
4.Shahnawaz Khan 09-14134-2
5.Khalid Ibrahim 08-11892-2

Submitted To,
Samira Nuzhat
Lecturer
AIUB
Last date of submission: 19
April 2010.

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Date: 19 April 2010
Samira Nuzhat
Course Instructor
Principles of Marketing
Subject: Submission of report.

Dear Madam,

It gives ours immense pleasure to submit a report on “Pran”. This report is

submitted as a partial fulfillment as a part of our course.The preparation of
the report has given ours and insightful experience and in-depth knowledge
on “pran company” in Bangladesh. We have given our best effort to make it
a worthy one and each aspect of the problem is considered and studied as
required.

If any confusion arises or further explanation is needed, we shall be

available to explain the matter to you as and when required despite when
required despite having limitations. Your benign and authoritative advice
will encourage us to conduct further flawless research in future.

Yours sincerely,

1.Islam Aminul 09-14147-2

2.Islam Touhidul 09-14139-2
3.Rahman Md Mostafizor 09-14084-2
4.Shahnawaz Khan 09-14134-2
5.Khalid Ibrahim 08-11892-2

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 ACKNOWLEDGEMENT
While preparing the report, We acknowledgement the encouragement and
full guidance given by my course instructor .without his relentless support, it
would have been impossible to conduct this study. We express my gratitude
to our instructor for providing us detailed feedback and technical assistance
on the report.

Besides, a number of people and institutions are to be thanked.

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 TABLE OF CONTENT:

SL NO TABLE OF CONTENT
01 CURRENT MERKETING
POSITION
02 PRODUCT REVIEW
03 COMPETETIVE REVIEW
04 DISTRIBUTION REVIEW
05 SWOT ANALYSIS
06 OBJECTIVES
07 POSITION
08 PRICING
09 ACTION PLAN

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 Current Market Situation

PRAN Group was born in 1980. Keeping in view the corporate mission of
the Group they have over the years diversified their activities in several
areas. PRAN's biggest asset is their competent team of hands-on managers
and dedicated employees. PRAN is Bangladesh's largest grower and
processor of fruits and vegetables. Their contract growers cultivate the
choicest fruits and vegetables, which are processed in their modern and
hygienic factories to highest quality & international standards. Pran founded
28 years ago by many entrepreneurs with experience in the product market
of Bangladesh. Different types of products increasingly popular
today,forecasts suggest that annual sales of such products will grow at more
than 49 percent for the next 3 years. Because our population is increasing
day by day and products needed is also increasing. To gain market share in
this environment, pran must carefully target specific segments with features
that delivers benefits value by each customer group.

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 Product Review:
Pran Puffed Rice (Muri) 500g

Pran Spice Powder Coriander

Pran Spice Powder Turmeric

Pran Frooto Mango Juice 250ml

Pran Hot Tomato Sauce 1L

Pran Mixed Fruits Jam

Pran Frooti Orange Juice

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Pran Frooti Mango Juice

Pran Chanachur 350g

Pran White Vinegar

*Pran up

*Pran oil

*Pran cola

*Pran mango bar

*Pran cocolate

And so on…

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 Competitive Review:

The Emergence of new product, marked by Pran group, manufactures and

carriers has pressured industry participants to continually add features and
cut prices. Within a very short time Pran would start exporting to papur New
Guinea, East Timor, Brunei, Mauritius Reunion, and Algeria, among other
countries. At present it is exporting to 73 countries all over the world and it
has been conferred the most prestigious export trophy for the last six
consecutive years for its export activities. Due to gradual development of the
quantity of Pran products and because of better marketing and distribution
initiatives, it is creating hype among other countries. Competition from
specialized products for drinks such ac Acme, 7up, are major factors as well.
Key competitons include:

*Coca-cola: Coca cola is a famous brand. It is a high growth brand that is

spread everywhere. Its taste is good. Its producing or making processing is
very sharp. Everyone choose coca cola.

*Segan 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.

*Firm fresh milk: Collected directly from their own Milk Collection Centers
around the country from selected cows. Firm fresh milk is Ultra High
Temperature (UHT) processed to maintain long life and retain all the
qualities and richness of cows fresh milk.

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*Radhuni: Radhuni pure mustard oil is manufactured from the finest grade
of indigenous mustard seeds and purified in fully automated plant. Mustard
seeds is need to produce it. It is a famous brand.

*MUM drinking water: Mum natural drinking water conforms to WHO and
BSTI guidelines. It is rich in minerals, well balanced and ideal for people of
all ages. 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 products that
build their attraction to people. Cocolate, hot tomato sauce, ketchup, jam,
jelly, borhani, orange juice, chanachur, rice, vinegar, biscuits, etc are very
known to all.

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 Distribution Review:

In this section marketers list the most important channels provide an

overview of each channel arrangement and mention any new developments
or trends. Pran products will be distributed trough a network of retailers in
the top high sellable markets. Among the most important channel partners
being contracted are:

Firstly if the product is made, than it is shown in the wave page. This is like
another countries. Its price like all information will include. For in this
countries sellable product means main packing product are divided into
some group. Each group has five or six members and it has only one boss.
The boss maintain all things. He or she then observe and declare that what
place the products will go. It there is lack of product boss will searve.

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 SWOT Analysis of PRAN

STRENGTH
• Large company
• Experience
• Greater sources of finance
• Greater control over sources of raw materials
• Risk-pooling
• Huge distribution network

Weaknesses
• Disproportionate promotions strategy
• Control
• Lack of first-mover’s advantage
• In-house media planning and promotional activities
• Distance and transportation cost
• Perishable item

OPPORTUNITY

• Huge demand
• Overseas expansion
• Natural resources
• Cheap labor
• Ethnocentrism
• Government incentives
• Value Added Tax (VAT)
• Duty Drawback facility
• Cash Incentives

THREATS
• Price wars with competitors
• Stricter health and technical standards
• Reduced benefits
• Competition

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 OBJECTIVES:
Marketing Objectives:

•Maintain positive steady growth each month.

•Increase market penetration every quarter.

•Generate increased brand awareness quantified by reactions/feedback of

customers at the trade shows.

Financial Objectives:

•Decrease customer acquisition costs by 1% a quarter.

•Continue to decrease variable costs through efficiencies gained from

experience.

•Increase profit margins by 0.5% per quarter.

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 Product positioning strategies:
The product is a mango fruit juice, which we would like to position as a
healthy alternative to carbonated beverages and other artificial sodas and
drinks & foods. The mango juice will add variety to the diet for the people
of UAE. 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 also serve 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 to compete against some of the world leaders in mango
drink &foods manufacturers.

Pricing strategy:
We think that since there is a number of competing brands in the mango
juice market, 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
consumers in BANGLADESH. Also the fact that there are a lot of high
profiled brands, which are already quite competitively priced, makes
penetration pricing less appropriate

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