Presented by- Presented to-

Mahedy Hasan [2016210000091] Md. Abrar Fahad Khan

Al Shahriar Khan [2019010000166] Lecturer
Md Faisal [2019010000068]
Zahid Bin Ali [2019110000010]
Ashaduzzaman Ridoy [2019110000048]

Topic - Marketing Mix of a Brand from Bangladesh Perspective

Company Over-View-

At first we are very grateful and thankful to the Almighty Allah. For the completion of this report we have searched from
websites, articles and related documents that were required. However, it was our instructor, tharikul islam who has played
the important role by giving us an insight about the report.

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.

RFL is the another brands from the PRAN company.

 Milestone of PRAN company

Poverty & hunger are curses. Our aim is to generate employment and earn dignity & self-respect for
our compatriots through profitable enterprises. Bangladesh is known as the country of six seasons.
It has an ideal weather for agriculture and hence, the cultivation of fruits and vegetables.
The journey of PRAN started from 1981. At PRAN, they believe
customers should enjoy what they eat and still be able to live a
healthy life. That is why PRAN are dedicated to making the food
that people love even better. They support Programs and
partnership that help to educate and Induce people to make
healthful choices.
 Pric
e

• Pricing the product is one of the important elments in

marketing mix. Pran pricing is simply based on the concepts of
cost, market position, competition and necessary profits.
 Pricing environment

• Lifestyle
• Income level
• Geographic location
• Brand personality

• Prestige
• Occupation
• Status
• Life standard
 Number of channel level for the
Pran-RFL company

Generally these are the effective ways of Distribution. Among them “PRAN” follows number one
for their Brands Distribution. They produce products and then it goes to wholesaler and from
them to different retailers and finally the product reach to the consumer.
 Marketing system of Pran-RFL
Vertical Marketing System
• Vertical marketing system (VMS) consists of producer,
wholesalers, retailers acting as unified systems that seek
to maximize the profits for whole channels.
• Here one channel members-
 owns the others
 has contract with them or
 use so much power that they all cooperate.
• Such systems occur to control channel behavior and
manage channel conflict.
 Marketing system of Pran-RFL
Horizontal Marketing System
• Horizontal marketing system is a channel arrangement
in which two or more companies at one level join
together to follow a new marketing opportunity.
• The major benefit is that companies combine their
capital, production, capabilities, marketing resources
and therefore accomplish more.
Actually PRAN-RFL company follow the vertical
marketing strategy for their better selling performance.
 The Process of Supply chain management of
Pran-RFL
1. Create Demand
2. Sourcing/Market survey (local/foreign)
3. Purchase Allocation (Cash/Credit for local or Import)
4. Company Internal Procedure for Purchase (Local/Import)
5. Send to warehouse (Stoke Measurement)
6. Manufacture/Produce (product/Goods)
7. Distribution (Dealership & Retailer)
8. Finish Product for ultimate buyer.
These 8 points are worked with maintaining the serial.
Without serial or absense any of them the Supply Chain of
Pran-RFL is not worked.
 Promotion
Promotion is one of the important elements of marketing mix. There are so many elements of
promotion such as.

1. Advertising
2. Direct Marketing
3. Public Relations
4. Sales Promotion

In order to meet sales marketing targets, there are too many instruments or strategies open to
marketers. All other determining factors such as expense, time, competitors, supply of
materials, etc. should be taken into consideration in these devices. These instruments are as
follows.
5. Coupons
6. Price-Off
7. Freebies
8. Scratch Cards
9. Lucky Draws
10. Bundling Offer
11. Extra Quantity
 Conclusion

In order to achieve superior results and to have a strategic edge, a company pursues tactics at
multiple stages. At all stages of an enterprise, administrators in a company devise plans to
launch new goods and services to achieve superior efficiency and competitive advantage.
After evaluating all the companys tactics, we find that AMCLs Revenue Advertising
Strategies work in line with its superior performance and durable competitive edge. These
tactics lead AMCL to one of the most varied conglomerates in the world with interests
ranging from agro-processing, fruit, and drinks. Increased demand for a variety of products,
including soft drinks, juices and mineral water, has swamped the company. The business is
still in the market leadership role, but any strong competitor will appear in the future. The
organization should also enrich its backward integration with sugar farmers and suppliers of
packaging materials to meet this market. It can also concentrate on forward alignment with
major retailers such as Agora, Nondon to better represent clients and reach superior
profitability.