Independent University, Bangladesh

course ID# MBA 506

section-01
Prepared For:
Dr. Shamsun Nahar Momotaz
Assistant Professor, Marketing, SBE, IUB
Department of Marketing
Independent University, Bangladesh

NAME ID
Julfiker Hasan 1910705
Dipto Podder 2031317
Sabrina Akter 2031307
Prepared By:
Contents
Company introduction..............................................................................................................1
Marketing mix...............................................................................................................................2
PEOPLE:..........................................................................................................................................2
PROCESS:.......................................................................................................................................2
PRODUCT.......................................................................................................................................3
PRICE..............................................................................................................................................3
Market Oriented Pricing:...............................................................................................................3
Competition Market Based Pricing:..............................................................................................3
PLACE.................................................................................................................................................4
PROMOTION...................................................................................................................................4
PERFORMANCE.............................................................................................................................5
Internal marketing-............................................................................................................................5
Integrated marketing-.....................................................................................................................5
Relationship marketing-..................................................................................................................5
Socially responsible marketing-......................................................................................................5
MARKET-FOLLOWER’S STRATEGIES Broad strategies for growth:......................................6
Cloner...............................................................................................................................................6
Imitator............................................................................................................................................6
Adapter.............................................................................................................................................6
Need Family.....................................................................................................................................8
Product Family................................................................................................................................8
Product Class...................................................................................................................................8
Product Line....................................................................................................................................8
Product Type....................................................................................................................................8
Item...................................................................................................................................................8
Product Line Pricing..................................................................................................................9
Modes of Marketing Communications...........................................................................10

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Company introduction (Sabrina Akter)

PRAN-RFL Group was started journey in 1981.This is view Observance in corporate mission
of the Group they contain over the years expand their behaviour in several areas. PRAN-RFL
is biggest strength their expert team management and dedicated employee. PRAN-RFL
started its operation in 1981 as a processors fruit and vegetable in Bangladesh. Over the
years, the company has not only grownup in stature but also contributed significantly to the
overall economic development of the country.

It started mainly with Foundry business and gradually diversified to Light Engineering, PVC
Fittings, Plastics, Food and Beverage and Agro-Processing. Approximately 3000 types
product PRAN-RFL have. It has organized R & D facilities to design and develop new
products. They have a well-organized owned testing laboratory is employed to make sure
quality products. PRAN is currently producing more than 200 food products under 10
different categories. 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 world.

Pran rfl exports had reached 16 billion taka by 2019, with the biggest markets for the
company in India, Saudi Arabia, UAE, Malaysia and Oman. PRAN-RFL exports to over 136
different countries. PRAN-RFL has 80 thousand direct employees and 200 thousand indirect
employees all over the country.

The company was listed on the DSE in 1999. The share price closed at Tk126.70 on the day.
The company disbursed 23% cash dividend for three years from 2017 to 2019. The
company’s paid-up capital is Tk10 crore. The sponsor-directors own 49.89% stake in the
company, while institutional investors own 16.46% and the general public 33.65% as on
December 31, 2019.

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Marketing mix
PEOPLE:
PRAN-RFL has 80 thousand direct employees and 200 thousand indirect employees PRAN-
RFL group’s employee count is 84,000, which is considered the highest in
Bangladesh. PRAN exports to over 132 different countries. . Around 76,000 farmers mainly
from Rangpur, Rajshahi and Khagrachori, are working with this company and providing
Raw-material. PRAN produces about 200 products in juice, drinks, confectionary, culinary,
snacks, frozen food, spice, noodles, dairy and so on.

PROCESS:

At first company collect raw-material from various point and some raw-material import from
abroad. after that process the raw-material turn to usable product. Ready product go for
delivery and distributor sent product to the retailer shop and customer collect product from
retailer shop. This the process company follow.

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PROGRAM(julfiker hasan)
PRODUCT
PRAN-RFL Group is customer needs to provide good quality products. Its factory products
made by advanced technology machineries ready to capacity fulfill consumer needs satisfy
and take care products in qualified manager. These industries products are unique and
different from any other company. The arrangement of the product category and brand name
below the box:

PRODUCT CATEGORY BRAND NAME

Energy Drink Power
Cola Maxx cola
Clear Lemon Cheer up
Drinking Water Pran Drinking Water
Carbonated Beverage Braver
Milk Milk Vita
Juice Frooto (Mango, Red grape, Red orange)

PRICE
Price is vital part of the organization because a company achievement and failure facts of
Product launched. As an organization product produced consumer needs to price up and
down always area basis. PRAN-RFL Group using follow two methods:

Market Oriented Pricing:

PRAN-RFL will be that situation market acceptable to consider the market oriented pricing
those type consumer needs market price increase and decrease to imbalanced moral market
price label.

Competition Market Based Pricing:

At first a competitor identify to go markets product price and they decided to accept the
product price same or not. Maximum time competitor market product price same

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PLACE
PRAN-RFL Group have a large distribution channel in Bangladesh. Every city PRAN-RFL
have some specific distribution network channel where salesperson are responsible for
delivery their product. A salesman take product where are sales made by this area selected
place distribute.

Then they distribute product to the selected distributer. Place distribution channel is nearly
from shop then salesman hurry up this product distribute. Than given the products and
salesman given product this area shop place and hand to hand shop man deals with customer.
This is the procedure company follow.

PROMOTION (Dipto Podder)

Finally, the last part of 4ps is products promotion. PRAN-RFL Group products promotion is
handled four department than lastly show that. PRAN-RFL is checked the market than market
evaluate the products distribution on channel than decided market wish promotion. This
market is properly communicated with customer survey than decided finally market wish
segment promotion. PRAN-RFL believes is good taste, high quality and attractive packing
products than marketing promotion. Its products value of markets area segment for customer
needs wants and demands finally promotion of markets.

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PERFORMANCE
Internal marketing-
PRAN-RFL are educating employees of its goals and values by arranging training.
Encouraging employee input on policies and leadership and allowing open dialogue between
different department. so that company internal communication can be good.

Integrated marketing-
PRAN Slim Milk is available across all major departmental stores in Bangladesh and
promoted as a healthy calorie-free milk for health conscious audience.

Relationship marketing-
This is possibly the most important element of holistic marketing. It is important to maintain
good relationship with the suppliers, distributors and customers. PRAN-RFL always give
discount every special occasion and pay extra commotion both suppliers and customer.

Socially responsible marketing-

PRAN-RFL known for Good works with charitable organizations to donate goods. Therefore,
PRAN-RFL is not only known for its product quality, but also for its social responsibility
initiatives.

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MARKET-FOLLOWER’S STRATEGIES

Broad strategies for growth:

Cloner: (Julfiker Hasan)

Cloner or following is not meaning that produce product same as your competitor of market
leader do. For exam milk vita doing good in dairy product specially Butter and quality of
Butter is good. PRAN also bring quality butter but they did not copy their product, they focus
on how milk vita keep their customer and maintain their quality. PRAN following them keep
enough of a distance to avoid retaliation. PRAN observe how milk vita reduce cost and its
quality of produce. Also observe how PRAN get advantage by location, financing and target
audience. Remember follower is often a major target of attack by challengers.

Imitator: (Sabrina Akther)

Not all establish companies hunger to challenge the market leader. Challenges are always
taking seriously the market leader. when a PRAN-RFL bring a product low price, improved
quality or other product benefit and product is successful, leader company such as milk vita
can bring the same product with low price and strategy of PRAN-RFL can defuse. Recently
PRAN launch good quality butter with low price this product challenge milk vita butter so
challenging milk vita everyday low prices. However, given its lower costs and greater
resources, milk vita had little trouble fending off PRAN-RFL challenge. Hence, many
company like to follow rather than challenge the leader.

Adapter: (Dipto Podder)

A follower can increase many advantages. The market leader often bears the huge expenses
of developing new products and markets, expanding distribution, and educating the market.
Milk vita is the leader PRAN can learn lots of financing related issue from market leader
experiences. For example milk vita Bring low fat milk in the market but that product is not
popular in the market because of product packaging. PRAN research on the that new
innovation product after that PRAIN bring skim milk with paper bag packaging and this
product doing very well in the market.

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There is a hierarchical relation between Pran offered products to consumers

Need
Fam
ily

Product
Family

Product Class

Product Line

Product Type

Item

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Need Family: (Julfiker Hasan)

This is the top most level in the product hierarchy. It describes the type of basic need which is
to be satisfied by the firm. PRAN Chilli Powder is Pran spice product line. We know using
different types of spice is one need family ’for any family.

Product Family
It includes different product classes which can be used to satisfy the targeted basic need. We
all know need for spice can be fulfilled by different product classes such as spice, mix spice,
oil, mustard oil, Ghee, etc. These are the product classes which combine to the product
family.

Product Class (Dipto Podder)

It means the group of products having a specific functional consistency within the product
family. We can say that spice is a product class for a particular family.

Product Line
In each product class there are few product lines. Each product line is made up of number of
closely related products. For example, spice, mix spice, oil, mustard oil, Ghee are the product
lines which come under the product class of pran spice.

Product Type (Sabrina Akther)

It means total number of variants available in a particular product line. For example, Spices
& Herbs, cooking oil, PRAN sauce, this item use for different cooking recipe. That is
increase food taste.

Item
It referred to a particular unit within a product line or brand Which can be differentiated on
the basis of its appearance, specific feature, shape, size, weight or price. This unit can also be
termed as product variant For example Chilli Powder is an item used as increase taste of
food.

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 Product Line Pricing

200 gm 95tk 200 gm 100tk 200 gm 100tk

200 gm 65tk 200 gm 100tk 200 gm 220tk

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Modes of Marketing Communications

All of the methods of communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements such as advertising, public
relations, sales organization and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio and
Internet advertisements through print media and billboards.

Public relations is where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. 

Word-of-mouth is any apparently informal communication about the product by ordinary

individuals, satisfied customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and public relations.

Tv Commercial advertising.

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Social media advertisement

Sales promotion adverting

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Bill board advertisement

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Reference
https://www.pearson.com/us/higher-education/program/Kotler-Principles-of-Marketing-13th-
Edition/PGM202409.html
https://www.pranfoods.net/

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