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American International University Bangladesh (AIUB) Summer Semester, 2012 Pri nciple of Marketing Section: A A Group Report On Marketing Mix (4 Ps) Analysis and Competitors Evaluation: Pran RFL Group Submitted to Mr. Stanley S. Rodrick Lectu rer, Faculty of Business Administration Department of Marketing Submitted by: Za bir Md Abdullah (08-12484-3) Rased Abdur (09-14501-2) Anoy Md. Shakib Ahamed (09 -14497-2) 1 |Page 2. AcknowledgementAll praises to the Almighty Allah, who has bestowed his kindne ss upon us by giving us theopportunity, time, courage, strength and patience to carry out and complete the report properly.We are very much thankful to our hono rable course instructor, Mr. Stanley S. RodrickMadam for his valuable and intell ectual guidance to prepare this reportWe are very much grateful to our group mem ber zabir for giving us his ideas which is verymuch helpful to us.Then we must t hank all of our respondents for cooperating with us by giving information of all the questions about the topic. Without their help it was not possible to complet e this report.Finally we must not lose opportunity of expressing our sincere app reciation to some of ourfriends, Shams and Rashed who shared and inspired us all the time. 2 |Page 3. Company Overview BackgroundPoverty and hunger are curses- mission of PRAN-RFL oup. So their aim is to generateemployment and earn dignity and self respect for our competitors through profitable enterprises.For the achievement of this missio n and aim the most recognized PRAN-RFL group wasestablished and started manufact uring in 1982.Major General (Ret) Amzad Khan Chowdhry people of Natore, was the founder and themanaging director of PRAN-RFL group. His son Mr. Ahsan Khan Chowd hury is the deputymanaging director of this group. PRAN-RFL group is now one of the greatest and significant andmost successful companies in Bangladesh. They ar e now challenging the other multinationalcompanies.PRAN stands for Programme for Rural Advancement Nationally. PRAN is currently the mostwell known household name among the millions of people in Bangladesh and abroad also. Sinceits inception in 1980, PRAN Group has grown up in stature and became the largest fruit andvege table processor in Bangladesh. It also has the distinction of achieving prestigi ous certificatelike ISO 9001:2000, and being the largest exporter of processed a gro products with complianceof HALAL & HACCP to more than 70 countries from Bang ladesh.PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw materialdirectly from the farmers and processes through state of th e art machinery at our several factoriesinto hygienically packed food and drinks products. The brand PRAN has established itself inevery category of food and beve rage industry and can boost a product range from Juices,Carbonated Drinks, Confe ctionery, Snacks, and Spices to even Dairy products.Today, our consumers not onl y value PRAN for its authentic refreshing juice drinks products ,but also for its mouth watering quality confectionery products with high visual appeal andexcitin g texture. We intend to expand our presence to every corner of the world and str ive tomake PRAN a truly international brand to be recognized globally. 3 |Page 4. RFL Stands for Rangpur Foundry Limited (It is a water pump and plastic pipe i ndustry). Fromthe time being it has now 17 associated companies and they are bev erage, property, agro based,tube wells, plastic pipes, etc. these associated ind ustries are in- Natore, Rangpur, Ghorashal andDhaka. MissionPoverty and hunger are curses- mission of PRAN-RFL group. So their aim is to generateemployment and earn dignity and self respect for our competitors through profitable enterprise Visio nThe vision of the company is to create a wonderful brand image throughout the wo rld. 4 |Page 5. 2. Products of PRAN-RFL Group Juice 1. Returnable Glass Bottle 2. Aseptic Pack PRAN Junior Juice 125ml.PRAN Juice Pack 125ml.Orange Litchi Mango Fruit Cocktail Mango JuicePRAN Joy Juice 200ml.PRAN Cool Juice 200ml.Orange Mango Pineapple Fr uit CocktailPRAN Juice 250ml. 5 |Page 6. Fruit Cocktail Orange PineapplePRAN Juice 1000ml.Orange Fruit Cocktail Mango Apple 3. Hot Filled PET BottleMango 250ml Mango 500ml Mango 1000ml 4. Tin Canned Fruit Cocktail Pineapple Mango Tamarind Orange 6 |Page 7. 3. PVC House PipeSuction Hose Pipe Electric Hose Pipe Braided Hose Pipe Garde n Hose Pipe Building Material 1. PVC Door PVC Door 2. PVC Sheet PVC Sheet 7 |Page 8. 3. Practice of Marketing ConceptsThe marketing concept is the philosophy that

firms should analyze the needs of their customersand then make decisions to sat isfy those needs, better than the competition. The marketingconcept relies upon marketing research to define market segments, their size and their needs. Tosati sfy those needs, the marketing team makes decisions about the controllable param eters of themarketing mix. Today most firms have adopted the marketing conceptPR AN GROUP a concept fight poverty & hunger in Bangladesh in the shortest possible time through employment . PRAN-RFL group now makes a great position in themarket of Bangladesh. Welfare measures are very important for a well-structured and we ll-recognized organization to gear up its working conditions and run its work wi th disciplined andsmooth way. According to our survey, we found that PRAN-RFL gr oup all ways tries to followthe Labor Act, 2006. Their thinking is to achieve th e organizational target with full participationof the employees and give maximum welfare. 8 |Page 9. Needs, Wants & Demands Markets Products, Services & Experiences Exchange, Tra nsactions Value & Satisfaction & RelationshipsWe intend to expand our presence t o every corner of the world and strive to make PRAN atruly international brand to be recognized globally. Design, implement, and facilitate annualmarketing plan. Support and facilitate development and implementation of sectionbusiness/marketi ng plans.Develops marketing strategy. Plan and administer the Marketing Operatio ns budget. Overseebusiness development activities. Develop and administer market ing database. Manage marketingdept.PRAN-RFL Group has taken a special initiative for children and teens titled go to PRAN in ateam, see and then take it. The ma nagement of the Group takes the programme with a view toflourishing up intellect as well as makes the children and teens aware of the science ofprocessing PRAN food products, said a press release.Under the programme, students from class-I t o class-X of any educational institutions will getopportunities to visit PRAN fa ctory and then to express their observations on its various aspects.The day-long programme included various types of interactive events and quiz show also.Takin g advantage, 300 students of Sunny Dale School of the city along with their teac hersvisited PRAN factory recently.They visited different production line of PRAN Industrial Park at Nursing and observe oculardemonstration of production of PRA N products. All the teachers and students were delightedand expressed satisfacti on over maintaining proper hygiene and sanitation in the factory. 9 |Page 10. 4. Structure of Supply Chain Management of PRAN-RFL GroupFood, Beverage, Pla stic Furniture, Plastic Hangar Manufacturer Southeast, AsiaAfrica Middle East Ea stern Asia are the largest food processing and Plastic Manufacturing Company in Bangladesh having7 offices across the world. Our products are being exported to more than 72 countries of theworld. 10 | P a g e 11. 5. List Business Portfolio (SBUs) of the organization RFL Plastic Ltd.RFL is a nationally recognized brand in Bangladesh for plastic, PVC and iron product. RFLplastics a subsidiary of RFL industry is the largest manufacturing of indoor and outdoor plasticproducts for domestic and export market. RFL Plastic Limited commenced its operation in 2003.The vision of the company is to make molded hous ehold products and furniture made of plasticswith decorative design at an afford able price. PRAN Agro Marketing Company Ltd.PRAN Group is a well diversified com pany established in 1980. PRAN is pioneer and leadingconglomerate in agro-based business industry in Bangladesh. It has been exporting & marketingits various fo od, beverage, confectionary products and plastic made households in 65 countries all over the world. It comprises 12 companies with multiple product line. Its an nual turnoverapprox Tk.600 corer. Over 3000 employees working under PRAN group. It is a ISO 9001,UKAS certified companyIndustry Focus Bread & Biscuit, Dairy Pro ducts,Business Type ManufacturerProducts/Services Food and Beverage, Biscuit, Co nfectionary, Plastic Households, PVC Pipe,Our Markets Southeast AsiaNo. of Emplo yees Above 1000 PeopleAnnual Sales US$50 Million - US$100 MillionRange (USD)Year Established 1980 11 | P a g e