Term Paper

On

Marketing Strategy of

Pran-RFL Group

Department of Business Administration

BBA Program

Semester Course Title Course Code Section Fall 2014 Principles of Marketing MKT 101 1

SUBMITTED TO:

Kashfia AhmedAssistant professor, Department of Business Administration

SUBMITTED BY:

Name ID Contact NumberAbdullah Al Fahim 2014 – 2 – 10 –

02101676572296

Noushin Tabassum Tanha

2014 – 2 – 10 – 010

01743935754

Sadia Jahan 2014 – 2 – 10 – 055

01937593788

Farhana Khan 2014 – 2 – 10 – 057

01678714516

Mashudur Rahman 2014 – 2 – 10 – 01674494572

158Sharier Rafi 2014 – 2 – 10 –

28101680762333

Introduction

PRAN started its operation in 1980 as processors of fruit and vegetable in Bangladesh and in 1981 when PRAN and RFL merge together it becomes one of the biggest business groups in Bangladesh. PRAN RFL is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 106 countries of the world where PRAN Products are regularly being exported.

PRAN RFL’s comparative advantage as an economy lies in agriculture. They believe the way to economic prosperity is through agro-business. PRAN stands for “Programme for Rural Advancement Nationally” and RFL stands for Rangpur foundry limited.

PRAN RFL is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand PRAN RFL has established itself in every category of food and beverage and other industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices, cloths and to even dairy products.

Today consumers of PRAN RFL not only value “PRAN RFL” for its authentic refreshing juice drinks products, but also for its mouth watering quality confectionery products with high visual appeal and exciting texture and intend to expand their presence to every corner of the world and strive to make “PRAN RFL” a truly international brand to be recognized globally.

EXECUTIVE SUMMERY

PRAN-RFL Group is a leading food, beverage & plastic industrial conglomerate & market leader

in Bangladesh. It is one of the most profitable companies of Bangladesh. Their

mission and vision is to eliminate poverty and develop the agricultural sector of

Bangladesh. Their motto is to generate employment and earn dignity and self respect for our

competitors. Since 1981 they are trying to develop our countries agricultural and rural area.

Besides this they are the largest agro-processing company in Bangladesh.

In this Term paper, we worked on the various factors on PRAN-RFL Group. At first we discussed about

their organizational overview, history, aim, mission, vision industries, corporate office, and

methodology .We took information from both primary and secondary sources like, total concern,

employee, product, export list and other topics. Basically, we analyze the marketing strategy of PRAN-

RFL. We also discussed in this paper about the contribution to economy of this company in our country.

Objectives of the Assessment

To study the ideas and methods used in PRAN Group.

To evaluate the competing process and other programs of PRAN Group.

To know the marketing strategies of PRAN Group.

To know the position of PRAN Group nationally and internationally.

To understand the contribution of PRAN in the economy of Bangladesh.

To learn how PRAN Group makes the best use of domestic resources.

To observe how to be the market leader by making the best uses of opportunities.

To observe the CSR of PRAN Group.

To realize the secret behind the PRAN Products.

.

ORGANIZATIONAL OVERVIEW OF PRAN-RFL GROUP

PRAN-RFL is a conglomerate company. It is the largest agro food processor and food exporter of

Bangladesh. Our economy is based on agriculture and PRANs target is to develop our agriculture

sector. They are trying to create more demand for agro product, produced by our farmers.

Proper training & financial support for our poor farmers could produce more agro products.

They are trying to enlarge contact farming. In the other side employment is created by food

processing plant of PRAN. Their view is to create more employment to eliminate poverty. Their

target is to make their product available to every corner of our country so, every customer get

the right to consume. They export their products more than 106 countries in the world and

earning a lot of foreign currencies to our country. PRAN is trying to accelerate their global

market position rapidly.

PRAN- PRAN Group was born in 1980. Keeping in view the corporate mission of the Group they

have over the years diversified their activities in several areas. PRAN's biggest asset is their

competent team of hands-on managers and dedicated employees.

PRAN is Bangladesh's largest grower and processor of fruits and vegetables. Their contract

growers cultivate the choicest fruits and vegetables, which are processed in their modern and

hygienic factories to highest quality & international standards.

RFL - RFL started its journey with Cast Iron (CI) products in 1980. The initial main objective was

to ensure pure drinking water and affordable irrigation instruments for improved rural life.

Today the company has its wide ranges of CI products like pumps, tube wells, bearings, gas

stoves etc and has achieved the prestige as the largest cast iron foundry and light engineering

workshop in Bangladesh. With a vision to serve the common people of Bangladesh with quality

necessity products, RFL diversified its

operation into PVC category in 1996 & in Plastic Sector in 2003. At present it is market leader in

all these three sectors-Cast Iron, PVC & Plastic in the country. Sizeable amount is also exported

to different countries.

PRAN-RFL GROUP was born in 1980. Keeping in view the corporate mission of the

group we have over the years diversified our activities. Today we are the largest

processors of fruits & vegetables in Bangladesh. We encourage contract farmers and help

them grow quality crops with increased yields and to obtain fair prices. The Group

comprises of 10 companies. The head offices are located at Dhaka with production

facilities around the country. Our management is modern adapted to our environment &

culture. Our largest asset is our competent team of hands-on-mangers & dedicated

employees.

HISTORY- Actually PRAN was formed in 1980 by present CEO mej. G. (rtd.) Amjad

Khan Chowdhury & RFL was founded in 1980. In 1981 they were merged and started

their group named PRAN-RFL Group. Now they are one of the largest groups in

Bangladesh.

MEANING of PRAN-RFL – PRAN means Program for Rural Advancement Nationally.

RFL stands for Rangpur Foundry Limited.

PRAN’s VIEW- Development of rural & agricultural sector of Bangladesh.

PRAN’s MISSION -“Poverty and hunger are curses”

PRAN’S AIM -“To generate employment and earn dignity and self respect for our

competitors”

PRAN’S VISION – Improving livelihood.

TYPE OF COMPANY – conglomerate Company. Manufacturing and food processing.

EMPLOYEE - 52,000.

INDUSTRES – 6

INDUSTRIES & CORPORATE OFFICES OF PRAN-RFL

GROUP

PRAN Company is careful and very much sincere about their products. They maintain high quality and

international standard in manufacturing their products. To satisfy their customers and to deliver them

what they want. PRAN-RFL drives through a process which is modern, scientific and healthy at the same

time. They collect the best row materials and in their industries through the combining effort of man

and machine PRAN-RFL produce their supreme products.

In 1981 when PRAN & RFL merged together, there was a brand new start of their journey. Now PRAN-

RFL is one of the largest company in Bangladesh and they have six industries across the country.

LIST OE INDUSTRIES:

1. Ekdala, Natore.

2. Ghorashal, Narshingdi, Polash.

3. Kaligong, Gazipur.

4. Adamjee EPZ.

5. Rupgonj, Narayangonj.

6. kellabond , Rongpur

PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they also run some

of their production functions temporarily.

CORPORATE OFFICE:

PRAN-RFL has corporate office which is in middle Badda, controlling all the functions of the company. There are a huge number of sells offices and center all over Bangladesh.

Address of corporate office:

PRAN-RFL CENTER,

105, MIDDLE BADDA,

DHAKA – 1212,

BANGLADESH, GPO BOX -83

TEL: +880-2-8819209 EXT. -271,

MOBILE: 01912-257289,

FAX- 880-2-8837464,

E-mail- hrm19@prangroup.com,

Web: www.pranrflgroup.com

CORPORATE VALUES OF PRAN-RFL

Consumer Care

We view our consumers’ as our king and us as their laypeople. Our consumers have given us such success for so long years. So, we care about our consumers. Consumers’ care is the process by which we endorse consumers’ satisfaction and moreover, loyalty. Primarily, it grips managing communication with consumer particularly consumers’ questions and complaints and resolving disputes amicably. The eventual goal of our consumers’ care program is to build long-term relationships with our consumers. To meet this goal, we will go to great lengths to build a strong reputation for lavishing our consumers with special services, discounts, gifts, or other benefits.

It’s our great honor to communicate with our consumers. So, we humbly request our consumers to feel free to communicate with us regarding following issues:

Complaint for our products Price information Benefits of products Comments for products And any other issues

Objectives that we seek through our consumers’ care are:

Supplier Care

Our native farmer is our supplier. We collect major portions of our raw materials from them. We give values to their activities. Most of our farmers were deprived of getting proper price for their produces. We help them to overcome this situation by practicing contract farming. We are the pioneer and largest contract manufacturer in Bangladesh. We care our suppliers in the following ways:

By providing them good seeds, fertilizers, insecticides, etc.

By providing financial supports, By providing proper information about what to produce more and what to produce less, By collection their produces in right time and storing them, By collecting raw materials from them directly and saving them from middle men, By creating a huge demand of our farmers’ produces both in nationally and globally, By ensuring proper price for their produces.

Employee Care

Our employees are our best resources. We give values to our employees’ creativity and innovation. Our culture begins with our four values that drive everything we do: Integrity, Continuous Innovation, Involvement and self-respect. We help our employee grow. We give them proper training and development. We encourage employees to ask questions and make suggestions that they think better.

We are the one amongst fewest in Bangladesh who has a culture of profit sharing management. Our employees are dedicated to the success of our business. We treat our employee as a core resources and family member.

Trade Care

Our trade partners are our great support. Through them, we reach to our ultimate consumers. They provide support to all our promotional activities and merchandising program. We care for our trade partner.

Now, we have a customer care wing to listen to them. 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.

We care about their needs in the following ways:

By giving product in right price, right quality, at right time and trade benefit By giving them special service like upcoming demand trends, By giving them sample products, By giving them promotional sales competition, By giving product replacement opportunity for any damaged or expired product

Moreover, at distributors business area, we arrange TRADE MEET where we give them proper training about how to handle their demand and supply management in their area.

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 will support them in the following ways:

By listening to product complaints, By providing information about price of product, By giving information about address of dealer point,

By giving proper solution for any unwanted situation associated to our business.

TOTAL CONCERNS OF PRAN-RFL GROUP

PRAN is one of the rising market giant of Bangladesh. After founding in 1981, PRAN-RFL Group is increasing their business rapidly. Now they are one of the largest conglomerate merger companies. PRAN-RFL Group has a total number of 37 concerns.

List of concerns:

Concerns of PRAN:

1. AMCL2. Pack Mate3. PAL4. BBL5. BAPL6. PFL7. PABL8. PCL9. DAIRY

Concerns of RFL:

1. PBCL2. Plastics3. METAL-14. METAL-25. Hanger6. Re-Cycle7. RCL8. TANK9. Bag

Other concerns of PRAN-RFL Group:

1. PDL2. Charka3. Property Lift

TOTAL EMPLOYEE OF

PRAN-RFL GROUP

PRAN-RFL Group puts a lot of importance on their employees. They always try to recruit efficient,

dedicated, creative and hardworking employees for their organization. Equal opportunity is given in

both male and female workers. Their recruitment structure is very developed and fair, so that they could

build a strong team of employees. After the recruitment PRAN-RFL provides them proper training to

develop working skills, good salary, commission on the profit, reward among the best employees and

many more. They consider the employees as asset. From one example about their responsibility is; they

always try to give salary before 29th day of the month, so that the employees don’t have to suffer from

any kind of financial problem. There are a huge amount of employees in PRAN-RFL group. The number

of employee details is given below:

1. General workers – 28,000

2. Overall workers – 52,000

3. Current workers – 28,000

4. Factory workers – 20,000

5. Sales workers – 8,000

6. corporate employees – 2000

In the other side in management pyramid:

1. Top level management – 2,000 employees including the CEO Major General (rtd.) Amjad Khan

Chowdhury.

2. Middle level management – 8,000 employees

3. Supervisory and worker level – 30,000 workers

Products of PRAN-RFL Group

PRAN takes a comprehensive approach to all kinds of agro processed food products, considering all of the ways to make their products hygienic and qualitable.

With HACCP compliance to ensure best quality products reach to the consumers, PRAN places great importance on hygienic manufacturing processes. This encompasses everything from choosing quality materials to the use of storage facilities and careful monitoring of products using electronic sorting. Skilled and experienced personnel select finished products which are then examined in a laboratory to verify their quality and to check for residual substances both before and after the production process.

Furthermore, company’s computer systems offer continuous monitoring of all manufacturing process to ensure the highest levels of quality.

PRAN food and beverage industry produces over 422 products and with their margering partner

RFL they produce 0ver 2000 kinds of products.

List of PRAN products-

1. Juices

-Juice in glass bottle- Juice in Aseptic Pack- Juice in hot filled PET bottle- Juice in tin can

2. Drinks

-In HDPE Shape Pak-In HDPE Bottle-In PET bottle-Instant Powder drink

3. Mineral water

4. Bakery

-Custard cake-Pie cake

-Layer cake-Bread

5. Carbonated soft drink

-PET bottle

-Energy drinks

6. Snacks

-Fried snacks

-Pallet Snacks

-Other Ethnics

-Chuteny

7. Culinary

Spice

Mix Spice

Pickle

Sauce, Ketchap & Paste

Jam & Jelly

Mustard Oil

Rice & Allied Products

Mushur Dal

Papar

Honey

Noodles &

Others.

8. Confectionary

Candy

Deposited Candy

Hard-Boiled Candy

Soft-Chew Candy

Chocolate & Toffee

Chewing gum

Loli Pop

Edible Jell

Fruit Bar

9. Biscuit

Biscuits

Water

Toast

10. Dairy

Liquid Milk

Milk Powder

Milk Drinks

Milk Allied Products

Product positions

Products Position in Bangladesh Position : internationally

Juice

1

28

Beverage 1 N/A

Culinary 2 15

Dairy 2 18

Plastic products 1 N/A

Metal tools 2 N/A

Metal pipes 1 N/A

Snacks 1 22

Lift & Escalator 1 N/A

Generator 1 N/A

In this journey of 32 years PRAN has come up with some really good products which are high in quality and supreme in standard. Now PRAN has almost 422 products available in marketplace. All the goods of PRAN are Halal.Products of PRAN are authorized by ISO: 9001:2012, Haccap (Hazard analysis critical control point) and Halal.

PRAN places great importance on hygienic manufacturing processes. This encompasses everything from choosing quality materials to the use of storage facilities and careful monitoring of products using electronic sorting. Skilled and experienced personnel select finished products which are then examined in a laboratory to verify their quality and to check for residual substances both before and after the production process.

As PRAN gives highest priority in maintaining international standard and quality in there products, that’s why they are conquering the best position in Bangladesh and also into international market in some cases.

Product position of PRAN in Bangladesh and in international market-

Export

PRAN, the largest exporter of processed food from Bangladesh, had a vision of creating a huge demand globally of those agro based products produced by native farmers of Bangladesh. Starting successful journey to export market in 1996.

Export Inception of PRAN started in 1991 and the first export country is France. PRAN currently exports there products to 300 million people (approximately) of more than 106 countries.

Some export countries of PRAN products are -

Asia

1. Pakistan2. India 3. Nepal4. Bhutan5. Afghanistan6. Myanmar

Europe

1.France2.Spain3.Germany4.England5.Scotland6.Ireland

Africa

1. Egypt2. Senegal3. Also in many countries of east and west Africa.

PRAN Also export there products in USA and many other countries of the globe.

Corporate Social Responsibility

PRAN-RFL is a concept away to fight poverty & hunger in Bangladesh in the shortest possible time through employment generation. PRAN-RFL is a corporation whose corporate mission embodies in itself, corporate social responsibilities with the additional compulsion to make profits in order to thrive and grow which it must to fulfill its corporate social responsibilities in greater measure as time passes.

PRAN Signifies investment in agro processing: creating demands for farm produce which create jobs in rural areas also preventing urban migration. PRAN’s aim to add value to agricultural harvest.

Bangladesh’s comparative advantage lies in creating a competitive edge in value added agricultural products. This is what PRAN Stands for.

The Group’s major achievement has been to try to consolidate fragmented land holdings and to organize farmers into ‘contract growers’ of specific crops for consumption in PRAN’s major processed products. With the elimination of the middlemen, farmers receive fair prices for their produce & due to technical assistance from the agro-processing industry; yields, quality and income have risen considerably. Poverty alleviation through profitable enterprises is now a reachable goal for many farmers. This resolution is perhaps PRAN’s greatest achievement.

We know that the success of our business relies on a healthy environment. We’re doing all we can to be good a steward of our planet’s resources.

Our CSR effort revolves around the four premises i.e. Environment, Energy Preservation, and Community & People to improve the quality of livelihood.

Promises To The Community

Dairy Development:

To develop the dairy industry in Bangladesh, PRAN has started Dairy Hub operations in Bangladesh at its own cost were we are organizing farmers, counseling for raring of dairy & providing cattle feed, Artificial Insemination and other veterinary support to the farmers to increase the dairy yields.

Education Development:

PRAN is promoting education and supporting several schools in their operations proving the salary of the teachers and staffs, providing books, arranging special coaching for the students.

Other Social Support:

Helping Mosque, Temple & Churches. Working together with Red Crescent. Collecting and donating blood. Working for the disabled. Working with ‘SAVE THE CHILDREN’. Helping the community in natural calamities. We provide Airport Support for the Hajj Pilgrims every year from Bangladesh to KSA.

To Consumer:

We care for our consumers’ need and satisfaction. Through our communication activities, we let our consumer know about the benefits of our products and innovations. Our approach is to do responsible marketing and have four clearly defined principles that guide our communications:

1. We aim at building trust through clear communication.2. We fully support consumers’ right to know what is in our products and we are transparent in

terms of ingredients. We provide clear communication about our product ingredients, date of expire, nutrition values, etc.

3. We support our consumers by listening their suggestion, claims or feedback through use of a combination of channels which include websites and Care line phone numbers, etc to reduce any kind of misconception.

4. We provide clear price communication.

To Employee:

Equal opportunity are given to both male, female candidates irrespective of race, religions, culture etc.

Selection is done based on merits and qualifications. Everyone has got clear-cut job descriptions and got equal opportunity to contribute and share their ideas and thoughts to grow in the company.

Employees are rewarded with salary, commission and incentives as per standards. Workers and staffs are provided with free & subsidized food from the factory and office cafeterias.

Employees’ health and hygiene are taken out most care with full time adequate numbers of Doctors, nurses and other medical supports.

To develop the human skills, both on the and off the jobs trainings are constantly being provided to all the workers and staffs.Promises To The Energy Preservation

SKY-Light Roof to utilize daylight during factory operationCFL Bulbs at our Factories and offices to reduce Power ConsumptionPowered Trucks to reduce Air Pollution and usage fossil fuel for all vehicles

Promises to the Environment

Community forestation: In different locations around Bangladesh, we are planting trees to save our GREEN PLANET.

Effluent Treatment Plant (ETP): To ensure safe disposal of factory wastage we are got ETP’s in all the establishments of our Group.

Heat Recovery Boiler: We recover the heat to save energy that we produce and utilize in our production facilities in all location.

MARKETING STRATEGY OF PRAN-RFL GROUP

PRAN-RFL is currently most well known food and Beverage Company in Bangladesh. They are now the

market leader of food & beverage sector in the market position of Bangladesh .They always try to

maintain some product standard like HACCP, HALAL and ISO. Except that they are very conscious about

their consumers, investors, customers and all about stakeholders. As a market leader they have some

market strategy. PRAN-RFLs strategies are divided into 4 parts-

1. STRETEGIES FOR PRODUCT:

High export quality products.

Maintaining the international standard in food, beverage and plastic products.

Maintaining HALAL & HACCP (USA) standard.

Quality Management standard of ISO (9001).

Attractive & colorful package like, bottle, packet etc.

Low rate of chemical and food color.

Different flavors for different customer choice.

Different foods and beverages for different age of customers.

Carbonated beverages, snacks are especially for young generation.

Juice, snacks are for all customers.

Long-lasting plastic products.

Export quality products which attract both local & foreign customers.

Changing products with the changing needs.

2. STRATEGIES FOR PRICE:

Reasonable price of product for all kinds of customer.

Cheaper product price than any other international companies of product.

Maintaining high quality products with comparatively low price.

Fix their product price cheaper than other local competitors.

Discount & offers on their products in various occasion like EID, New Year, etc.

3. STRATEGIES FOR PLACE:

Different category of foods & snacks in urban & rural area.

Specifying market places according to the choice & needs of customers.

To be the market leader of local market.

To achieve a good position in international market.

Increasing local & international dealer in different locations.

Activate market with their products.

4. STRATEGIES FOR PROMOTION:

Lots of attractive TV. Advertisement.

Billboards.

Newspaper, magazine advertisement.

Radio advertisement.

Internet advertisement.

By sponsoring social & national events.

Providing discounts among dealers & customers.

Attracting young generation.

FINANCIAL CONDITION OF

PRAN-RFL GROUP

PRAN-RFL group is the largest agro-processing company in Bangladesh. The export condition of PRAN-

RFL is very good position in the world market among all companies of Bangladesh. There is a lot of

demand of PRAN-RFL products over 77 countries in the world .PRAN-RFL expect their export will grow

and thus help diversity the countries export item. This company has a target to export products worth

TK. 4.0 million in the current fiscal year.

Currently PRAN-RFL is exporting products to more than 70 countries including neighboring India and

Nepal. The demand for PRAN-RFL products in India was rising fast. Their export to India would be at

least 10 times the current figure, if the non-tariff barriers facing the company are removed. The

company has taken a move to construct an agro-processing plant at Tripura in India to supply the

products there at competitive prices. They invest US$ 20 million there; it would help boost the exports

to their country.

The PRAN-RFL group had launched their operation as an agricultural equipment manufacturer back in

1980.It started producing agro-processing products in early 1990s and now it produces more than 500

farm products apart from plastic goods. The group also wants to boost export of its plastic products to

Japan, USA and Canada. Bangladesh has a great potential to tap the export market of petroleum by

product. The developed nations are importing the products from China and Vietnam. They are now

searching for new sources of the products at competitive prices. They are more advantageous position

than China and Vietnam. Buyers from the developed world are now rushing to PRAN-RFL group.

The group has 2 plastic goods producing plants; one is Adamjee EPZ and other at Polash, Narshingdi.

PRAN-RFL is now exporting plastic shopping bags to Japan and Canada. They are also exporting plastic

products to India, Middle East and Europe.

During mid 1980s, after launching its agro-processing products in the domestic market, it was involved

in farming. It started to grow pineapple, banana and papaya. They used to supply their farm products to

the cities Kawran Bazaar, but the value addition was very low. At last they hired experts from abroad to

help preservation procedures. A bright prospect for the agro-processing products to meet the countries

demand and the scope to earn huge foreign exchange by exporting non-traditional goods . The bottled

juice of mangoes was the most successful innovation of PRAN-RFL Company by making it a popular

name in domestic market. After the success of its mango juice products, the company set up a pulp

processing plant at Natore. The plant has a processing capacity of 800 tons per day. This pulp processing

plant involve into mango farming in Natore and other surrounding districts .they assured the farmers to

buy their products with a attractive price. PRAN-RFL planned to buy 40,000 tons of mangoes worth TK.

750 million this year.

It is now facing on dairy products. They are now working on producing dairy products and extending

support to dairy farmers under its new dairy project. They are the only company of HUB concept for

dairy. They build dairy HUBs at different locations of the country and it will help attain higher return

from milk. The quantity of milk obtained in traditional cattle rearing is very low and providing farmers

with better training and high-bread cattle would produce just for better results.

The PRAN-RFL group has a large number of company and concern. There are more than 30,000

employees in the company and mostly women.

The financial condition of PRAN-RFL group is very much developed and growing up situation, which is

only possible for their attempt to do something new and innovative. It is very helpful to develop our

countries dairy and agriculture sector.

CONTRIBUTION TO ECONOMY OF PRAN-RFL

PRAN-RFL is one of the leading companies in Bangladesh. PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand “PRAN” has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products. They put lots of contribution to our countries economy. The development to economy sectors are-

Export

- They export their products over 106 countries worldwide.- They export products in Asia, USA, UK Canada and other countries.

Employment

- They recruit a lot of top, middle and supervisory workers & employees over year.- They have 40,000 workers overall.

Proper use of domestic resources

- They use our domestic raw materials for their products.- They have their dairy HUB.

Industries

- They have 6 industries over Bangladesh.- The industries are helping to develop our economical condition.

Foreign currency- From export PRAN-RFL earns a huge amount of foreign currency.- Contributing to our revenue.

Developing local market

- Activating local market with their products.- Product distribution all over the country.

Dairy sector development

- Dairy hub concept.- Contact farming.

Agriculture sector development.

- Collecting raw materials directly from farmers- Collecting raw material from rural harvest land.

Development the lifestyle of customer

- Product variation- Affordable product price.

Rural Development

- Rural women got seasonal job.- Rural employment.

Accolades

As recognition of there work and success PRAN group achieved number of awards nationally and internationally.

PRAN wins Asia Best Food & Beverage Products Award

PRAN one of the country’s largest food processing company has received the ‘UDC Asia Best Food & Beverage Products 2011’ in recognition of its outstanding achievement in business.Universo De’Comercio (UDC) UK in collaboration with UDC Malaysia awarded PRAN under the category Global Business Award (Food & Beverage Sector).Director of PRAN-RFL Group along with Country Manager of PRAN in Malaysia Asif Saygal received the award from Colin Bond, Chairman and Dr Erliana Nor, the chief executive officer of UDC.The award-giving ceremony was arranged at Putra World Trade Center at Kuala Lumpur.

For enormous success in export, PRAN won the National Export Trophy for last eight consecutive years in the agro-processed food category.

PRAN is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 77 countries of the world where PRAN Products are regularly being exported and for this PRAN won the best brand award in 2008 and 2009 consecutively.

PRAN also nominated for The Halal Journal Awards in the Best Halal Products category.

Also for excellence in product development, market development etc; PRAN has been awarded numerous trophies in home and abroad.

Conclusion:

In Bangladesh we are blessed with so many natural resources. We are actually agriculture based

country. Most of our foods are produced by our rural farmers. PRAN-RFL at first took steps to develop our rural and agricultural sector with new ideas of DAIRY-HUB, Contact-Farming & Agro Food Processing concept. Now they are the largest agro-food processor company in Bangladesh. They export a lot of products in various countries including Europe, USA, Canada & Indian Subcontinent. So finally we can say that they contributes a lot to our economy & recognize our rich source of farm to the world.

References:

INTERNET1. www.pranfoods.com 2. www.pranrflbd.com 3. www.wikipedia.com 4. www.google.com

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