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Pran

Pran

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Published by Fahim Mahmood
report on pran
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Published by: Fahim Mahmood on Feb 27, 2014
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05/10/2015

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Introduction: „PRAN‟ started its operation in 1981 as a processors fruit and vegetable in Bangladesh.

Over the years, the company has not only grown in stature but also contributed significantly to the overall socio-economic development of the country. “PRAN” is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 82 countries of the world where PRAN Products are regularly being exported.

All the PRAN products are produced as per international standards maintaining highest level of quality at every stages of its production process.

PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle of its management system. The company is complaint to HACCP & certified with HALAL which ensures only the best quality products are reaches to the consumers table across the Globe.

Our Mission & Vision:

Pran Mission: To generate employment and earn dignity & self-respect for our compatriots through profitable enterprises. . Our Vision: Improving Livelihood. Quality maintenance and improvement. Satisfied customers. Hold on to the current customers and again gain customer loyalty.
 

Juice Drink Bakery Carbonated Soft Drink Snacks Culinary . Mineral Water. Juices.   Gain competitive advantage over all the competitors. Confectionery. Carbonated beverages. The company has adopted ISO 9001 as a guiding principle of its management system. To become one of the biggest names in international fruit and vegetable processing industry Products: PRAN is currently producing more than 200 food products under 10 different categories i. Drinks.e. Snacks. Culinary. To double sales and expand production capacity every 7-8 years. The company is complaint to HACCP & certified with HALAL which ensures only the best quality products are reaches to the consumers table across the Globe. Biscuits & Dairy. Bakery.

.. we care about our consumers. Involvement and self-respect.Confectionary Biscuits Dairy Our Corporate Values:  Consumer Care: We view our consumers‟ as our king and us as their laypeople. Continuous Innovation.. . Our culture begins with our four values that drive everything we do: Integrity. We collect major portions of our raw materials from them.. We give values to our employees‟ creativity and innovation..More >>  Supplier Care: Our native farmer is our supplier.. . Most of our farmers were deprived of getting proper price for their produces.More >> . So. Our consumers have given us such success for so long years.More >>  Employee Care: Our employees are our best resources. We give values to their activities..

which is very popular among the existing market. We aim to build a strong long term business relationship by taking them through the journey of relationship disposition funnel and expect them to become our Advocates in our Business. Product Line: Among many of their products PRAN‟s main product is their fruit juice and fruit drinks. We care for our trade partner. By giving proper solution for any unwanted situation associated to our business. By giving them promotional sales competition. The product line is: . at distributors business area. right quality. By giving information about address of dealer point. By providing information about price of product. at right time and trade benefit By giving them special service like upcoming demand trends. Now. They provide support to all our promotional activities and merchandising program. By giving product replacement opportunity for any damaged or expired product Moreover. By giving them sample products. We care about their needs in the following ways:      By giving product in right price. we reach to our ultimate consumers. We will support them in the following ways:     By listening to product complaints. we have a customer care wing to listen to them. Through them.Trade Care Our trade partners are our great support. We recently have started PCC (PRAN Customer Care) where our trade partners can talk directly by making phone call to a unique number: +88-01973-737777. we arrange TRADE MEET where we give them proper training about how to handle their demand and supply management in their area.

orange and guava. Opportunities  Existing competitor of the current market is not that much strong which the pran company has. made from fresh local ripe mangoes. Rasna (India). As mentioned earlier it is the largest fruit and vegetable processing industry in Bangladesh and holds the biggest share in markets in Bangladesh among the local companies. RC-Cola.  Fruit juice in glass bottle (non-returnable): This category of juice is found in non-returnable glass bottle in flavors of mango. Virgin Cola. Therefore PRAN had the first mover‟s advantage which they are still enjoying till now.  Internal strength: AMCL has a very powerful management team to guide a strong gigantic workforce.  Fruit juice in can: The fruit juices in cans are hygienically produced by state-of-the-art machine from flavors of mango.  . Weaknesses:  External threats: Too much competition from international organizations. Available in mango flavor.  High growth rate in this industry. pineapple. guava and orange.  Internal weaknesses: Large size of the business and workforce makes it difficult to manage perfectly. export subsidies. PepsiCo. As a result it often causes internal conflict. Threats  Competitor can produce the same product.  Pran can be export to other countries.  Fruit juice in aseptic pack: Available flavors in this category are: mango. tariffs on foreign competitors etc.  First mover‟s advantage: PRAN entered the market when the product was still very new to the consumers and there was little or no presence of any other local companies with such investment. orange. for example Coca-Cola.  Market share: PRAN AMCL has a great competitive advantage over the other competitors. lemon. Its labor productivity is twice as much as any other local company in the market (Not foreign companies). Despite its huge size PRAN has been able to maintain labor productivity and increasing sales. PRAN has the largest sales in fruit drinks after Coca-Cola and PepsiCo.Fruit juice in glass bottle (returnable): It is hygienically produced by state-of-the-art machinery. Shezan (Pakistan) etc. SWOT ANALYSIS: Strengths:  Government support: Being the biggest local force in the industry AMCL always had government by its side.  Existing distribution channel is being used. guava and mangopine. Government has been supporting PRAN in many ways like subsidies.

. Competitors: At present the hand wash market in Bangladesh is at its growth stage. Competition is mainly from Lifebuoy. ACI: ACI launched the Savlon handwashing liquid and currently offering 250ml and1000ml bottles. Other anti bacterial ingredients are included in the product. Political instability. Tk 85 per bottle. comes with different fragrance. Four main competitors exist inthis market. New innovation from other competitors could be a threat. Our main challenge will be establishing a new brand in the currentmarket. Lifebuoy handwash is currently offering the market 200ml bottles and also Refill packets. Savlonand Dettol due to their bran equity. It is a forming hand wash.Then it launched lifebuoy liquid hand wash of two different colours. No other variety is offered by ACI. At present it is themarket leader.99% bacteria that can harm health. The competitors review is listed below Unilever: Unilever launched the brand lifebuoy and the product was anti bacterial soap. economy etc. It emphasizeson the guarantee on killing 99. But these products hardly offer any variety. It contains Aloe Vera for moisturizing the skin.   Downward pressure on pricing. Product weight is 200 ml. PRAN Hand Wash Pran has diversified & started to produce a new product.

Brand positioning forms customer‟s views and opinions Our Strategies:    By doing an effective INTREGATED MARKETING COMMUNICATION By offering amazing fragrances along with attractive packaging To increase Brand awareness by 30% within 12 months . a successful personal care product manufacturer recently launched Sepnol Anti Bacterial Hand wash of 200 ml bottles.: Square Toiletries ltd. competitors? Is it significant and encouraging to the niche market? Is it appropriate to all major geographic markets and businesses? Is the proposition validated with unique.. is guided. Brand positioning: Brand positioning refers to “target consumer‟s” reason to buy your brand in preference to others. Brand positioning must make sure that:        Is it unique/distinctive vs. But it hasn‟t achieved its break-even point yet. directed and delivered by the brand‟s benefits/reasons to buy.Reckit Benckiser: Reckit Benkiser has launched Dettol Anti Bacterial Liquid Handwash with a tagline Be 100% sure´. It is ensures that all brand activity has a common aim. a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them.can it be delivered constantly across all points of contact with the consumer? Is it helpful for organization to achieve its financial goals? Is it able to support and boost up the organization? In order to create a distinctive place in the market. and it focuses at all points of contact with the consumer. Square toiletries ltd. It also offers 200ml bottles and no other variety. appropriate and original products? Is it sustainable .

Pran Clean Total‟ and a healthy life Anti bacterial hand washing liquid soap Protection from germs and a healthy life for their kids Suitable Hand wash products for their   „Pran Clean Kiddo‟ Anti bacterial hand washing liquid soap Milder Liquid hand washing soap Mothers/parents   . Target Segment Health conscious people  Customer needs Associated products and its benefits Protections from germs  .Demographic andTarget market segmentation:     Gender: Both Male & Female Age : 5+ Geographic: Urban Areas Any income level.

White Jasmine.  „Pran Clean Total‟ Anti bacterial hand washing liquid bottles with push out nozzles and stick on technique .A portable folded packet containing two types of tissuesoap infused tissue and wiping wet tissue. Tangy Orange. „Pran clean Famine‟ Anti bacterial hand washing liquid enriched with moisturizer and Aloe Five types of Fragrances: Red Rose . Cinnamon Earth and Cigar Lust.  children‟s delicate skin Harmless Kid friendly   Swallow proof and No more Tears No Sharp edge Packaging and use of popular cartoon characters to design the bottles which can be collected. easy to use and keep Anti bacterial hand washing kit. „Pran Clean Men‟ Anti bacterial hnd washing liquid. Masculine fragrance range including Tough Wood. Fuller Bottles and use of darkcolours „Pran Clean All Time‟ Women    Protection from germs withput drying the skin Smells nice Feminine Feeling while using    Men   Protection from germs Masculine feelings while using   Working People/Outdoor People  Protection from germs anytime and anywhere  House Holds  Protection from germs. Slender bottles. Soothing Lavender and Mystic Sweet Pea Feminine Package using Pastel shades of clours.

Themes for Pran Hand Wash:  Stay fresh 24/7  Natural Fragrance with Pran  Notun Pran Handwash  Pran maney shojibota  Nijer poricchonota nijer dayitto  Kom khoroche handwash Na korle shorbonash!!!  The germinators  Amrai desher shirshe . Service given to set hand wash holders in the required places for free.Corporations   Continuous supply of hand washing liquids for public use Containers to keep liquid hand wash   „Pran clean GB‟ Anti bacterial hand washing liquids of mega size bottles.

A difference is worth establishing to the extent that it satisfies the following criteria. We will use USP (Unique Selling Proposition) for their product. The company does exclusive distribution.Marketing Strategy Positioning Pran always try to position their product through image differentiation. It provides commission and other financial facilities to the wholesalers to motivate them. distinctive. Wholesalers of the company are trained and contractual. The company divides sales territories among the wholesales.  Ø Important  Ø Distinctive  Ø Superior  Ø Communicable  Ø Affordable and Profitable Distribution Process: Pran maintains a four-tier distribution channel. It move form factory to dealer's agents. It has power of controlling wholesalers. The wholesalers mainly sells product to the customers besides the retailers. related marketing. They also sell it to retailers besides the wholesalers. and product differentiation. They also sell to the customers beside the retailers. The customer mainly collects it from retailers. The PRAN Company does not more retail sale directly from the production center. We will use logo and short advertisement so that people can consistently see the advertisement so the product will occupy a clear. We show our distribution channel in chart below: . agents to wholesalers. To do brand differences that make a better differentiation or that has the potential to create company costs as well as customer benefits. and desirable place in the mind of the consumer relative to competitors‟ product. wholesalers to retailers and finally retailers to consumers. The industrial buyers mainly sell the product to the wholesalers.

PRAN Juice Company uses all above promotional strategy to enhance its sales: Advertising: Advertising is one of the most common tools that the company uses to direct persuasive communications to longer target buyers.Manufacturer Dealer Wholesalers Agent Retailer Customer Promotional Policy: Promotional Mix consists of four major modem of communication these are: Advertising. sales promotion and publicity. consumer and public. personal selling. personal selling. It is aware of the consumer about its quality. price and consumption pattern. . Promotional Mix and Media Mix: Promotional Mix of four major modem of communication these are: Advertising. PRAN Hand Wash Company uses all above promotional strategy to enhance its sales. sales promotion and publicity.

The Daily Observer. . The Daily Jugantor. coupon gift etc. distributors. the company's sales people also play a vital role there. Personal selling creates a good relationship to the dealers. b) Radio: Most of the people of Bangladesh live in village. The Daily Shamokal. d) Cinema: Some people especially middle lower class enjoy cinema.Advertising can be done in various ways such as: a) Television: TV is the biggest media in Bangladesh to reach the consumer. retailers. the company frequently provides the material for publicity in the form of news releases. c) Newspaper: Newspaper is an important media . The Daily Amar Desh. So to increase sales volume the company has to arrange advertisement through cinema. Radio is now available everywhere. Almost all the daily newspapers have been used for the advertising of PRAN in Bangladesh. Such promotion consists of diverse collection of incentive tools. Such as. wholesales. The Daily Manobjomin etc. 2) Personal selling: Personal selling is one of the most important to the firm. The Daily Ittefaq. Radio can build up good appeals. 3) Sales promotion: Sales promotion is another essential ingredient in marketing campaigns. mostly short term. So. e) Magazine: Various kinds of Magazine are published in Bangladesh and a specific target group of is reading these magazines. with customer or others of PRAN. The Daily Star. The Daily Janakantha. Publicity: PRAN in Bangladesh uses some publicity. The Daily Prothom-Alo. incentives.A company can easily reach to the target customer through newspaper. where advertising offers a reason to buy PRAN’s product by trade promotion and Consumer promotion such as discount. The Daily Nayadiganta. So to create attention the company has spent a large number of amounts for advertising in the magazine. the company emphasizes advertisement on radio. designed to stimulate quicker and for greater purchase of particular products or services by customer. press conference and photograph. So. The firm realized it and started to spend for TV advertising of pran Hand wash.

long life and good passalong readership Flexibility. high clutter. low cost. fleeting exposure. immediacy. low cost per exposure. poor reproduction quality. relatively low impact. fleeting exposure. high geographic and demographic selectivity. less audience selectivity Relatively high cost per exposure. interactive capabilities Limitations Short life. no guarantee of position Little audience selectivity. good local market coverage. appealing to the senses High audience selectivity. low message competition. low attention (the half-heard” medium). combines sight. allows personalization Good local acceptance. . high believability Good mass market coverage.PROFILES OF MAJOR MEDIA TYPES Medium Newspapers Advantages Flexibility. high repeat exposure. low cost. high cost. high-quality reproduction. sound. credibility and prestige. creative limitations Small. timeliness. broad acceptability. no ad competition within the same medium. good positional selectivity High selectivity. “junk mail” image Audio only. low cost High and demographic selectivity. small pass-along audience High absolute costs. audience controls exposure Television Direct mail Radio Magazines Outdoor Online Since our budget is limited we will not be using all of the media to advertise but we will select the media that can gain higher impressions. fragmented audiences Long ad purchase lead time. demographically skewed audience. flexibility. and motion.

000 early time. Guidebooks for admission tests and competitive examinations. 80% for mid-breaks in films and 100% for mid-break in news).450 at peak hours (7 PM till the end of day's transmission) and the amount increases by surcharge (50% for fixed time. Rates are almost half during transmission hours before 7 PM. Bangladesh Television offers a discount of 25% on advertisements of books and magazines not containing any advertisement and activities of registered cultural organizations and voluntary organizations. which are produced or assembled outside the country. The commercial time allowed to a sponsor in a 60-minute programme is up to 180 seconds and the rate charged per episode or programme is Tk 80. But till now television advisement is the most effective and popular medium of advertising a product or service. 70% for immediately before or after the news. Tk 100.000 for peak time. . Bangladesh television however.Review of our media selection and Budget: Most of our budget will be allocated to the four major media:     Television Newspaper(print media) Radio Internet Other Allocation:    Outdoor(Billboards or Posters) Sponsoring and event organizations Additional campaign costs TV advertising: Now a day there are a lot of alternative forms of advertising a product which are getting more and more popular day by day inBangladesh. test papers and publishing houses do not get this discount facility. The tariff structure of advertisement varies depending upon the type of media and the time or space used. imposes an additional surcharge of 60% on spot and sponsored advertisement for all products. A 30-seconds advertisement on Bangladesh Television is charged Tk 9.

Radio: Rates charged by the Bangladesh Radio are much less: Tk 600 for each transmission of a 15-seconds advertisement from 1st to 51st time. and satellite and cable television. neon signs. Placement strategies under BTL includes event management. radio. in-house advertisement (company performing own advertisement) at point of purchase. in-house and outdoor advertisements by manufacturing or service providing companies and the informal agencies (non-registered agencies and individuals) accounted for about another Tk 1 billion. each claiming about 50% of the total revenue. innovative activities (jatra.We will show the ad at peak hours after 7 pm because most of the people watches tv on that time. magazines. outdoor advertisement (billboards.000 for that of a football match. ATL includes newspapers. hoarding. . and bell signs). television.Above the Line (ATL) category and Below the Line (BTL) category. street drama) and advertisement on vehicle bodies or fliers. In house and outdoor in Bangladesh: Advertisement media in Bangladesh can be classified into two categories based on the placement strategy . it is about three times higher in back pages. while. The market size of the formal advertising agencies accounted for about Tk 2 billion . Newspapers: Advertisement tariff for newspapers varies between Tk 400 and Tk 800 per column inch in inside pages.000 for sponsorship of a cricket match and Tk 30. Bangladesh Radio charges Tk 45.

It also works well for collaborative projects or security e-products transactions or for services or markets with complex security arrangements.value products. One of them is – Private Office Model: The office model is an extension of the company website which is only visible public site CUSTOMER to the client.Internet or E-commerce: E-commerce model: E-commerce is the buying and selling of goods and services over electronic networks. E-commerce website will attact the customers to buy a certain product from home Billing . The client is provided with a user ID and password. The models map out different configurations for the flow of goods and money. This model is best suited to service businesses with high.

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