ACKNOWLEDGEMENT

At first we are very grateful and thankful to the Almighty Allah. For the completion of this report
we have visited the company, searched from websites, articles and related documents that were
required. However, it was our instructor, Muhammad Hasibul Hasan who has played the
important role by giving us an insight about the report. We express our profound indebtedness
and gratitude to him, for his valuable advice that helped immensely in preparing this report. In
addition we would also like to thank all employees of PRAN who spent their valuable time to
provide us information about their company.

PRAN Company Background

PRAN is a well-known local brand has started its business since 1981 as a Private Ltd Company
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. It is currently one of the
most admired food & beverages brand among the millions of people of Bangladesh and other
more than 100 countries of the world where PRAN Products are regularly being exported. All the
products are produced as per international standards maintaining highest level of quality at every
stages of its production process.

A. The Company

The Marketing management philosophy used by Pran

Marketing Management used to design strategies that will be build a profitable relationships with
target consumers. So it is very important for launching a product or run a business. Basically
there are five types of marketing management philosophies which are very useful for any
business. Those are the production concept, product concept, selling concept, marketing concept,
and societal marketing concept. In the term of Pran foods, basically Pran has used the Societal
Marketing Concept philosophy which is consider as pure marketing concept and widely use all
over the Universe. Beside this Pran has also quietly followed the Production, Product and
Marketing concept philosophy.

Strategic Planning Process used by Pran

Strategic Planning is very necessary for long run business. So the marketing manager of Pran
makes a plan and submits it to the management department one year before implementation. The
management department study and modify the plan and then approve it back. Then everything is
made set for the implementation of Pran foods.
Basically Strategic planning is an organization's process of defining its strategy, or direction, and
making decisions on allocating its resources to pursue this strategy. It refers three question what
do we do? For whom do we do it? And how do we excel? Based on those questions the strategic
planning refers two level- Corporate level and business product level.
So based those discussion the Strategic Planning of Pran is started from corporate level which
refers –
 Mission: The mission of Pran foods is to generate employment and earn dignity
and self respect for our competitors through profitable enterprise.
 Vision: The vision of the company is to create a wonderful brand image throughout
the world and improving livelihood.
 Objectives: Innovate new products, try to fulfill public demand, give full consumer
satisfaction, distribute product all over the country, set a reasonable price and so
on.
 Goal: Become the No.1 brand all over the country

Business Portfolio of Pran foods

The brand name PRAN is really famous in Bangladesh. So Pran launches various types of
products by using same brand name. It has several types of food industries all over the country.
Pran foods is a part of Pran group. Without Pran foods Pran Group has also-

1. AGRICULTURAL MKT. CO.LTD

Estab: 1985 Public listed
Company Processors of fruit juices, drinks, jam, fruit & vegetables, etc
2. PROPERTY DEVELOPMENT LTD
Estab: 1983 Public listed
Company Builders of apartments, commercial dev, etc.
3. PRAN FOODS LTD
Estab: 1996 Public listed
Company Candy, bubble gum, spices, etc.
4. PRAN AGRO LTD
Estab: 2001 Private limited
Company Processors of agro-based products.
5. PRAN AGROBUSINESS LTD
Estab: 2001 Private limited
Company growing & procurement of crops through contract farming.
6. PRAN DAIRY LTD
Estab: 2002 Private limited
Company Processors of fresh milk, milk products, etc.
Growth Strategy of Pran Foods

Star Question Mark

Pran juice, Pran Junior Juice, Dal, Fit Cracks, Litchi Drink,

Powdered Spices, Chips, Chanachur, Potato Crackers Achary Mango.

Candy, Snacks.

Cash Cow Dog

Pran Milk, Mineral Water, Pickle, Mustard Oil, Noodles, Milk Powder

Pran Choco Choco

SWOT Analysis of Pran Foods

The analysis focuses its light on the four different factors of a certain business firm - Strength,
Weakness, Opportunity & Threat. These four factors, nevertheless, predicts the future operation
of a business concern.

Strength: There are a lots of strength which are belongs to the Pran foods. Those are –
Pran is a well-known and established company. Good packaging and pricing strategy. They have
a good management, skillful and trained employee. Product quality - local product but
international standard. Customer satisfaction: Good Quality Products conforming to local tastes,
health & hygienic standards. Affordable price within the reach of target consumers. Available
everywhere all the time. And most of all they have a good promotional activity.
In - house advertising agency provides full advertising support. Major emphasis is on TV
advertisements as this is the most popular Media available. 50% of the annual budget is
dedicated to TV.
New ads for Mango Juice Bottle, Aseptic Juice, Tea Radio, Press, Cinema, POS, Outdoor ads
(Billboards, Wall Painting) also used in promotion Outdoor coverage (PRAN Branding) all over
Bangladesh
 Weakness: As Pran is a local brand so there are two common weakness effecting them.
Those are - Political hazard also influences and Lack of modern training facilities. Also there is a
lack of part time worker.

Opportunities: As there is a lack of good local brand so they have an opportunity to be

able to become the no- 1 brand in Bangladesh. Also expand the business in other countries of the
world, expand the business in other sight and most of all Pran has an opportunity to improve the
technology.

Threats: Competition with other such companies like ACME, Kazi food industries and
any kind of company who produce such foods like Pran produce. Also there are some
uncertainties, such as: social, political, economical uncertainty threats.

Macro environment and Microenvironment of Pran Foods

Microenvironment: The Microenvironment includes all the factors close to the company
that effect positively or negatively and its ability to create value for and relationship with the
consumers. The Microenvironment of Pran foods include five components. The first is the
organization’s internal environment—its several departments and management levels—as it
affects marketing management's decision making. The second component includes the marketing
channel firms that cooperate to create value: the suppliers and marketing intermediaries
(middlemen, physical distribution firms, marketing-service agencies, financial intermediaries).
The third component consists of the five types of markets in which the organization can sell: the
consumer, producer, reseller, government, and international markets. The fourth component
consists of the competitors facing the organization like ACME. The fifth component consists of
all the public’s that have an actual or potential interest in or impact on the organization’s ability
to achieve its objectives: financial, media, government, citizen action, and local, general, and
internal publics. So the microenvironment of Pran foods consists of six forces close to the
company that affect its ability to serve its customers

Macro-environment: The Company and all of the other actors operate in a larger macro
environment of forces that shape opportunities and pose threats to the company. The macro
environment is typically segmented for the reasons of analysis. This analysis commonly referred
to as a PESTLE analysis. There are main six environmental factors that affecting Pran foods.
These factors are political, economical, technological, environmental, legal and social. Each of
these factors indirectly affect the company but the company cannot control them.
 B. The Consumer

Consumer buying behavior at each step of Pran foods

Buying Behavior is the decision processes and acts of people involved in buying and using
products. There are three steps of consumer buying behavior. Marketing and Other Stimuli,
Buyers Black Box and Buyers Response. As Pran foods are available everywhere with a good
quality also a reasonable price so the consumers easily enter in Marketing and Other Stimuli,
easily come out from Buyers Black Box and make a response.

Types of Buying Decision

Usually there are four types of buying decision. Those are Complex, Variety-Seeking,
Dissonance Reducing and Habitual buying. Consumers are faced with purchase decisions nearly
every day. But not all decisions are treated the same. Some decisions are more complex than
others and thus require more effort by the consumer. Other decisions are fairly routine and
require little effort. Because of a lot of promotional activities and having a well-known local
brand Consumers usually purchase it when they need it. Here the involvement is high. The
products of Pran are quite good and people have a lot of knowledge so there are no conflicts in
buying decision.

The Buyer Decision Process

There are five stages belong to consumer buying decision process of a Product. . Actual
purchasing includes any stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all five stages, determined by the degree of
complexity. The buyer decision process includes- Need Recognition, Information search,
Evaluation of Alternatives, Purchase decision and Post-Purchase Evaluation. So the Pran foods
buyer decision process comes after facing those processes.

Market Segmentation, Target marketing of Pran foods

Pran foods has flowed geographic market segmentation. The target segment of Pran is
Bangladesh. It supplies foods all over the country. There target market is every area of
Bangladesh.
Pran has several kinds of food for several consumers. There target is to fulfill the consumer
needs so they produce foods for every kind of people based on age and needs. Maximum Pran
products are around the children. Like Pran Junior Juice. They also export some product in other
countries.

Market coverage strategy of Pran foods

Market Coverage Strategy is a method for evaluating the various segments of the marketplace
and deciding which segments to cover in the marketing of a particular product. Marketers
generally adopt one of the following three general market coverage strategies. Undifferentiated
marketing- which focuses on what is common in consumer needs in the marketplace and is
effected by presenting one product for all markets or presenting all of a company's products in
one market. Differentiated marketing- where in several market segments are targeted for
marketing campaigns with separate promotional offers for each market. Concentrated marketing-
which focuses on one small part of the marketplace and is effected by a concentrated marketing
promotion that seeks to gain a large share of the small market. Pran foods has followed the
Undifferentiated Marketing coverage strategy.

Market coverage strategy can also be applied to product distribution, describing the number of
distribution outlets in a given market through which the product is available. In this case market
coverage would be the percentage of outlets where the product is available compared to the
number of possible outlets where the product could be available. Strategies would apply to the
methods of evaluating and deciding the distribution outlets for a particular product.

Source of Competitive Advantage of Pran foods

Competitive advantage refers product’s position. It means the place the product occupies in
consumers’ minds relative to competing products. Marketers must plan positions to give
products the greatest advantage and develop marketing mixes to create planned positions.
The competitive advantage of Pran foods is, it has a lot of product items and those products have
some flavors. Sometimes Pran produce traditional foods which is also an advantage.

C. The Marketing Mix

The levels of the product of Pran foods

There are three levels of a product. Those are Core Benefit, Actual and Augmented product.
To define those levels we take Pran Mango Juice for example. In the term of Pran Mango Juice
the core benefit is to provide mango flavor by drinks to the consumers. When the juice produced
then it become actual product. Then the actual turned into augmented product by giving warranty
and so on.

Pran foods Product Classification

Generally Products are classified into four sections. Those are Convenience, Shopping, Specialty
and Unsought product. Basically Pran produce Convenience Products. All the products produce
by Pran are for daily consumption.
Brand Strategy of Pran foods
There are four strategy which are belongs to the brand strategy. Those are Line extension, Brand
extension, Multiband and New brand. Basically Pran foods have followed the Brand Extension
brand strategy. Because the brand name Pran is same but it has a lot of product category.

Packaging of Pran foods

Packaging is a product development strategy which affects the price of produce and its outlook.
In the term of Pran foods they have been investing few amounts in packaging so that they can
develop the quality of the foods. It ensures that they are trying to give a better food quality.

Pran foods Life Cycle

The Product Life Cycle is an important concept in marketing. It describes the stages a product
goes through from when it was first thought of until it finally is removed from the market. Not
all products reach this final stage. Some continue to grow and others rise and fall.

The main stages of the product life cycle are:

 Introduction – researching, developing and then launching the product

 Growth – when sales are increasing at their fastest rate
 Maturity – sales are near their highest, but the rate of growth is slowing down, e.g. new
competitors in market or saturation
 Decline – final stage of the cycle, when sales begin to fall

Every Pran foods have a life cycle. Some Pran foods faced all four cycles and gone to dog
product like Pran Noodles. Some are in Introduction known as Question Mark, some are in
Growth level known as star and some are in Maturity level known as Cash Cow.

Pricing:
Pricing is very important to run a successful business. If the price will be high then customers
will never buy it, if the price will be low then it become harmful and turned the company into
loss. So for running a successful business every company needs to set a reasonable or perfect
price which will bring profit for both( Consumer and Company). By justifying Pran food price I
have came to know the price of Pran foods are affordable. They set a reasonable price according
to the competitors.

Distribution:
Basically there are three types of distribution. Those are Mass or Intensive distribution, Selective
distribution and Exclusive distribution. Pran foods have distributed their product all over the
country. So Pran foods have followed Mass or Intensive distribution.
Integrated Marketing Communication:
Integrated Marketing Communication is a management concept that is designed to make all
aspects of marketing communication such as advertising, personal selling, sales promotion,
public relations, and direct marketing work together as a unified force, rather than permitting
each to work in isolation. It is the most basic level which refers integrating all the promotional
tools so that they work together in harmony. Although Integrated Marketing Communications
requires a lot of effort and delivers many benefits. It can create competitive advantage, boost
sales and profits, while saving money, time and stress.
Pran foods have established a strong Integrated in Marketing Communication by flowing
advertising, personal selling, sales promotion, public relations, and direct marketing.
In-house advertising agency provides full advertising support. Major emphasis is on TV
advertisements as this is the most popular Media available. 50% of the annual budget of Pran
foods is dedicated to TV. For example-New ads for Mango Juice Bottle, Aseptic Juice are
promoting in Tea Radio, Press, Cinema, POS, Outdoor ads (Billboards, Wall Painting) also used
in promotion Outdoor coverage on PRAN Branding all over Bangladesh.
Pran foods do daily newspapers advertisement. They also prefer financial, business, or
commercial type newspapers, to advertise vacancy. The managing authority of Pran foods thinks
these policies are profitable for the organization. Because it reduces costs, but attracts the
appropriate. PRAN GROUP very randomly uses Internet for advertising the vacancies for all
departments. This helps the organization to attract people from all over the country. Internet
helps to get good person at a lower cost.
So the Marketing Communication Mix of Pran is very strong and it help Pran to create
competitive advantage, boost sales and profits, while saving money, time and stress.

D. Conclusion:

Pran is currently the most well known household name among the millions of people in
Bangladesh. By the above discussion we come to know about all the Marketing factors of Pran
foods. The brand name Pran is popular all over the Bangladesh. Having a good promotional
activity Pran products take a suitable market place in Bangladesh. As Pran is a Bangladeshi
brand so we have to support it for our own development and Pran has to develop their
technology to improve their product quality at a high position that’s why it touch the consumer
hearts. As we are Bangladeshi so we have to support our local products and for this the
companies have to develop their product. If it become success then we have an opportunity to be
a develop country in future by internal transaction.