A marketing program design by

PRAN

Submitted To:

Prof. MD. Nirjhor RahmanDepartment of MarketingUniversity of Rajshahi.

S. M. Forhad AhmedID: D0120027

PRAN Stands For

Organization Overview

• PRAN started its operation in 1981 in Bangladesh.

• Bangladesh’s largest grower and processor of

fruits and vegetables.

• PRAN Export 82 Countries of the world recently.

PRAN At A GlanceCompany Name PRAN foods ltd. 

Started its operation 1981

Brand Mantra Eat delicious. Live healthy

Business Type Manufacturer, Trading Company, Buying Office, Distributor/Wholesaler  

Mission Is to generate employment and earn dignity and self respect for competitors through profitable enterprises.

Vision Improving livelihood

Product/Service Juice, Drinks, Confectionary, Dairy, Ethnic Snacks, Powder Packed Spices  

Number of Employees 30,000

Export Inception 1991

First Export Country France

Total Export Countries 82

Total Customer Reach 300 million (approx)

Export Destinations

• Asia• Gulf• Fareast Asia• Australia

• Europe• Africa• America

77 Countries, overseas offices in India, UAE, Africa, Europe

Subsidiaries of PRAN GroupPRAN food LDT.

RFL Plastic

BANGA PLASTIC INTERNATIONAL LTD.

RFL Group

Agricultural Marketing Company Limited.

Chorka Textile Ltd.

Property Lift

RFL Plastics

Management Structure

•Managing Director & Chief Executive Officer (CEO)•Chairman•Executive Director•Marketing & Sales Department•Research & Development•Human Resource Management Department•Finance Department•Administration & Management

Number of Employees

• 30,000 Employee in total.

• 250 employees in marketing

team.

• 15000 dealers & 6000 sales

representative.

•60,000 farmers

Evaluation of Marketing Mix

• Pricing

• Competitors in Foreign Markets

• Product

• Promotion

Product and Export Operation

• PRAN is Currently Producing More Than 200

Food Products Under 10 Different Categories.

• Best National Export Award” for 8 consecutive

fiscal years

• In Recent Times, PRAN has Got the “UDC

BUSINESS AWARDS 2011” as the Best Food &

Beverage Products Manufacturer in Malaysia

Product Items Used In Exporting

Juice Drink

Confectionary Culinary

Product Items Used In Exporting

Snacks

Beverage

Dairy

MD Ashraful AlomID: D0120029

Distribution Strategy

• PRAN employed the channels of distribution in the

foreign market depending on the market

requirement

• For some countries PRAN use wholesales or

retailers and for some countries they hire an

importer for making the firm’s products available

to the end users

Factories all over Bangladesh

Rangpur

Distribution Network

Searching New Markets

• PRAN is looking for new markets by applying different marketing strategies to increase their market share as much as possible

Malaysia International Food and Beverage Fair, 2011 Poster of Gulf Food Exhibition,

2012

Diversification Growth

Integrative Growth

Intensive Growth

Three types of Growth Opportunities

Intensive Growth Strategy : Product-Market Expansion Grid

Market Penetration

Strategy

Product Development

Strategy

Market Development

Strategy

Diversification Strategy

Current Market

New Market

Current product New product

MD. Masud RanaID: D0120038

Intensive Growth

Market Penetration Strategy

•Advertisement•Encourage new customers •Increase Market Share•Attract new customer•Competitors' customers

Current market + Current Product

Intensive Growth

New market + Current Product

Market Development Strategy

•Target new market •New potential group•Encourage new customers•Add distributional channel•New location

Intensive Growth

Current market + New Product

Product Development Strategy

•Develop product feature and new look•New taste •New flavour•Quality

Integrative Growth

• Sales & profit increased through– Backward– Forward – Horizontal integration

Backward

Forward

Horizontal

Backward integration

• Backward integration achieved through– Acquire one or more supplier• To gain more control on cost• To ensure quality product

– For PRAN it can be package industry, plastic material producers and other raw materials supplier.

Forward integration

• Forward integration through – Acquire whole sellers and retailers• To gain more profitability • To gain more control on market• To obtain a solid distribution channel.

Horizontal integration

• Horizontal integration through – Acquire on or more competitors because• Acquisition is quicker than internal

expansion• To gain competitive advantage• To Achieve synergic effect

– Operative - More efficient use of capital, Increased specialization of labor and capital, Spreading the overhead etc.

–Directive - when the acquiring firm believe that it can manage the target firm better and could increase its value

Horizontal integration (cont..)

• By working together companies can combining their financial, production, or marketing resources

• For PRAN horizontal integration can be effective – Acquiring competitor like

Acme – Doing strategic alliance

with Nestle

Pran Group

Competitor1

Competitor4

Competitor3

Competitor2

Safiqul IslamID: D0120010

Diversification Growth

There are three types of diversification:

Concentric Strategy

Horizontal Strategy

Conglomerate Strategy

The Way PRAN Can Diversify it’s Products

Concentric Strategy: Sugary, Orange-flavored, non-carbonated soft drink( With Fruit

nutrition) like Tang.

Horizontal Strategy: By Developing a new product line of “Ice Cream”

Conglomerate Strategy:- By developing a totally new product line concept of Organic food

(Vegetables, Fruits) and Introducing “PRAN Super Store” for Organic Food.

Advantages: PRAN can Achieve Through

Diversification

Concentric Strategy: Orange Powder Drink• Technological similarity

Horizontal Strategy: Ice Creamo Row material Support

Conglomerate Strategy: Organic Food• Existing channels of supply.

• New Marketing effort should be introduced.• Launch in same economic environment.• New skills and techniques are required.• Expansion of human resources and financial

resources are required.

The Area Of concentration

Corporate Social Responsibility

• Promises to the Environment• Working with ‘SAVE THE CHILDREN’.• Working together with Red crescent.• Providing Airport Support to Hajj Pilgrims

every year from Bangladesh to KSA.

Thank You