MARKETING STRATEGY OF PRAN MANGO JUICE IN AGRICULTURAL MARKETING COMPANY LIMITED (AMCL), BANGLADESH

1.0 INTRODUCTION

In our country many organizations are performing a lot of activities to make efficient and effective their working condition or make the organization profitable through marketing and taking so many challenges. Along with this they are also very much concerned about their promotional activities. The PRAN Agricultural Marketing Company Limited is one of them who are performing their marketing strategy very effectively.

1.1 ORIGIN OF THE REPORT

This report has been authorized by Major Khondaker Saifuzzaman, course instructor, Bangladesh University of Professionals, Mirpur Cantonment, Dhaka, to a group of students of MBA-9. This assignment is a part of Marketing Management (M-501) course under the MBA curriculum. It has been submitted on May 24, 2009.

1.2 PROBLEM AND PURPOSE

1.2.1 PROBLEM STATEMENT
This report seeks to address the following requirement: To study about the Marketing practices followed by The PRAN Agricultural Marketing Company Limited.

1.2.2 PURPOSE OF THE REPORT

The objective of the report is- To acquire the practical knowledge of marketing practices of The PRAN Agricultural Marketing Company Limited (AMCL).

1.3 SCOPE AND LIMITATION

1.3.1 SCOPE
This paper includes marketing mix, SWOT analysis and competitive analysis of the company.

1.3.2 LIMITATION
Because of the lacking of sufficient data and keeping the information secret by the company, we have not been enabled to cover all the parts very clearly and perfectly.

1.4 METHODOLOGY
To prepare the report, supportive information is gathered from the following sources:

1.4.1 PRIMARY SOURCES: Primary sources mostly include

company records and interviews with the Marketing Executive.

1.4.2 SECONDARY SOURCES:

The secondary sources include:
Annual Reports of PRAN. Website of the observed company - www.pranfoods.net.

1.4

REPORT PREVIEW

The report has been arranged in a simple frame. At first, a brief orientation of the company has been discussed through highlighting the major aspects of the The PRAN Agricultural Marketing Company Limited. Then, the strategic analysis, structure of the company has been shown. After that the SWOT analysis and marketing mix has been discussed. Finally the conclusions and recommendations are drawn from the detail study on the issue.

2.0 AN OVERVIEW OF THE PRAN AGRICULTURAL MARKETING COMPANY LIMITED

2.1 HISTORY OF AGRICULTURAL MARKETING CO. LTD.
PRAN stands for Program for Rural Advancement Nationally. PRAN is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from 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.

Today, PRAN its authentic refreshing juice drinks products, but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. We intend to expand our presence to every corner of the world and strive to make PRAN a truly international brand to be recognized globally. The brief history about the company profile is given in the following Table: Table 1: Company Profile Corporate Headquarter Contact Phone Fax Email Web Property Heights, 12 R K Mission Road, GPO Box 83, Dhaka 1203, Bangladesh 880-2-9563126, 880-2-7167412, 880-27167416 880-2-9559415 amcl@prangroup.com www.pranfoods.net

3.0
3.1 MISSION

STRATEGIC ANALYSIS

Poverty and hunger are curses.

3.2 OBJECTIVES
To generate employment and earn dignity and self-respect for our compatriots through profitable enterprises.

3.3 FINANCIAL OBJECTIVE

To earn an annual Return on investment (ROI) over next years of 21.31

million after tax. To provide dividend @ 28% to the shareholders for the year 2007-2008.

3.4 MARKETING OBJECTIVE

To occupy the market as a market leader through creating brand equity.
To earn customer satisfaction and build positive image by maintaining

the quality of product and transparency in dealings with high quality of service.

4.0 STRUCTURE OF THE COMPANY

4.1 JOB SPECIALIZATION
Agricultural marketing company ltd. (AMCL) has divided its total works into smaller component parts. The parts are Production Finance Marketing

4.2 DEPARTMENTALIZATION
The process of grouping jobs according to some logical arrangement, AMCL is grouping its job involving the following activities by the functional departmentalization. Organizational level of the Organization has been described below in brief: Board of Directors: Well established and reputed professionals and business person of Bangladesh. They are the followings: Chairman: He is the well known business person in Bangladesh. Managing Director: The member selected by other members who set up the organizational mission, set higher quality product and dominant in the world marketing company.

Deputy Managing Director: He is a member of the board of Director. He selects the organizational goals and plan. Now he rolled in planning and production. General Manager: The function of General Manager is to make quality production, setting goals. He also emphasizes the Maintenance Department. Assistant General Manager: He sets the plans for other departments as per making of production. The functions also are to make higher quality production, increase productivity and cost control.

4.2.1 FINANCE AND ACCOUNTANT DEPARTMENT

The department pays salaries, wages and calculates companys financial statement.

4.2.2

MARKETING DEPARTMENT
Markets over the world are controlled by their accumulated decision. Right time advertisement, control taxes and vat, clearing and forwarding is the object of export department. Import department purchases raw materials and other equipments as per production schedule. This department also takes so many promotional activities for promoting the product.

5.0 SITUATION ANALYSIS

It describes the companys overall position comparing with others. It also tells what kinds of benefits the company enjoying and what are its limitations and how it can overcome these by taking corrective measures. The following things can be done for analyzing AMCL.

5.1 SWOT ANALYSIS

Chart 01: SWOT Analysis

5.1.1 STRENGTH
AMCL has good quality and hygienic products. It has advanced technology.]

Pioneer in manufacturing high quality beauty and personal products in this subcontinent. Strong and qualified management. Commitment to be directed towards to quality service. Competitive price/commission.

care

Trained salespeople and committed employees to

customer.

Forward looking and continuous development. Organizational culture to value the customers most.
Product recognition already exists in customer mind.

5.1.2 WEAKNESSES
Difficult to manage large employees. High cost for the training of the salespeople. Less attractive packaging in case of some laundry shop.
Absence of teamwork between branches. Heavily depends on head office for decision making. Lack of incentives and rewards from the management section. Sometimes lack of motivation of workers.

5.1.3 OPPORTUNITIES

Expand market internationally.

It can Increase the demand in the customer mind through most

visible advertising.
Through huge investment in potential country. To relate the management properly.

5.1.4 THREATS

Some other company (like ACME, Akij). Countrys strict rules and regulations. Customer awareness of pricing and service. Political stability breakdown the outcome result.

6.0 MARKETING MIX

Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. This marketing tool involves 4 Ps of marketing: Product, Price, Place and Promotion. The particular marketing variables under each P are shown below:
Marketing Mix
Target Market

Product Product variety Quality Design Features Brand Name Packaging Sizes Services Warranties Return

Prices List price Discount Allowances Payment period Credit terms

Promotion Sales promotion Advertising Sales Force Public relations Direct Marketing

Place Channels Coverage Assortments Locations Inventory Transport

Chart 02: Marketing Mix

6.1 PRODUCT
The company has so many different products. These are given below: Table 02: Product Categories of PRAN Juice Beverage Drink Product Categories Confectionary Culinary Snacks Dairy

6.1.1 VARIOUS JUICE OF PRAN

The deliciously natural and sweet taste fruit juice is derived from the local orchard during the harvest to ensure the freshness and quality of the juice. It gives natural pulp squeezing fresh fruit, vitamins; mineral and other ingredients make the juice refreshing, natural and nutritious. Table 03: Various size of PRAN Mango juice of PRAN Juice Refundabl e glass bottle (1) Aseptic Pack (2)* Hot filled pet Bottle (3) Mango juice, green mango juice PRAN mini juice (65ml), PRANjuniorjuice(125ml), PRAN juicepack(125ml), PRANpremium(200ml), PRANclassic(200ml),PRANp remium juice(250ml),PRAN classic juice(250ml),PRAN premium juice(1000ml), PRAN classic juice(1000ml) Fruit cocktail, mango, orange, mango 100ml Fruit cocktail, pineapp le. mango, tamarin d, orange, banana, guava, coconut Tin canned (4) Nonreturnabl e glass bottle (5) Banana, fruit cocktail, guava, mango, orange, pineapple

6.1.2 VARIOUS BEVERAGE ITEMS OF PRAN

PRAN keeps its presence in carbonated soft drink producing cola, Lime and lemon. Its refreshing CSD products are widely accepted in local and international market.

Table 04: Various Beverage Items of PRAN

Returnable glass bottle Beverage Pet bottle Energy drink

PRAN Cola, PRAN Up

Maxx Cola, Cloudy Lemon, Clear Lime

Power Drink

6.1.3 VARIOUS DRINK OF PRAN

PRAN drink is a liquid specially prepared to fulfill people's non carbonated flavored drinks needs. The thirst quenching flavor drinks provide a good range of fruit flavor that contains vitamins and gives taste of fruit. Table 05: Various Drink of PRAN Fruit drink Fruit Shape,Toy Shape (50ml), litchi Orange (120ml), Litchi, Fruit Cocktail, Mango, Pineapple, Lemon, Orange, Strawberry, Apple(170ml), Fruit Cocktail, Pineapple, Orange, Strawberry, Litchi (400ml), Drink Instant powder drink Orange, Mango, Lemon, Strawberry, Pineapple, Komla Pure drinking water Mineral Water 600ml, Mineral Water 1500ml, Mineral Water 2000ml

6.1.4 VARIOUS CONFECTIONARY ITEMS OF PRAN

PRAN has a complete portfolio of confectionery products. We have a full variety of kiddies & adult confectionery - including many novelties, seasonal & exclusive items, PRAN items include lollipops, candy, toffee, chocolate, fruit bar and instant consumable jelly. Table 06: Various Confectionary items of PRAN Confectionary Candy Deposited candy, hardboiled candy, medicated candy, chewing-gum, soft chew candy, chocolate and toffee Lollipop Hand Lollypop, Lollipop Sticks, Star Lollipop, Whistle Lollipop Instant consumable jelly Fruit Magic, Fruit Magic Plus, Love Jello, Magic Cup, Magic Cup Plus, Magic Stick Food bar Peanut Bar, Mango Bar

6.1.5 VARIOUS CULINARY ITEMS OF PRAN

PRAN culinary foods has a unique model of sourcing and displaying Bangladesh's finest foods on a custom-designed stand in some of the best food shops. Table 07: Various Culinary items of PRAN
Culinary

Spice

Mix

Pickl chutn ey

Sauc ketc up and paste

Jam and jelly

tea

Must ard oil

nood les

Rice amd allied produ cts

Other s

spice e and

Chi Curry Boro Hot Apple CTC li, Powder Toma Jelly, Clone i, Tur , to Orang Tea, mer Fish tetul, Sauce e Tea ic, Mix, , Jelly, Premi mang Cor Haleem Tama Mang um, o, ian Mix, rind o BOP der, Chatpat Sauce Jam, Tea olive Cu i Mix , Pinea min Thai pple See Chili Jam, d Sauce Mixe , d Toma Fruit to Jam Ketch up, Toma to Paste

Must ard Oil

nood les

Kalije Rose era water, Rice, Chini white gura vineg Rice, ar, Flatte ned hard Rice, Puffe molas d Rice ses, lachc ha semai ,

6.1.6 VARIOUS SNACKS ITEMS OF PRAN

A snack food is seen in Asian culture as a type of food not meant to be eaten as a main meal of the day - breakfast, lunch, or dinner - but one rather that is intended to assuage a person's hunger between these meals, providing a brief supply of energy for the body. The term may also refer to a food item consumed between meals purely for the enjoyment of its taste. PRAN snack foods are typically designed to be portable, quick and satisfying. PRAN snack foods are designed to be less perishable, more durable, and more appealing than prepared foods.

Table 08: Various Snacks items of PRAN Biscuits and bakery Biscuits, wafer, toast, cakes Fried snacks Snacks Pallet snacks Puffed snacks Ringo Chips, Hot & Sour Other ethnics Chira laddu, muri moa

Chanachur, dal, Chicken Bite, chotpot, alubjujia, Potato Chips, badam bhaja, ChotPot SolderCrackers, Machmacha Junior Crackers

6.1.7 VARIOUS DAIRY ITEMS OF PRAN

Dairy products are generally defined as foodstuffs produced from milk. They are usually high-energy-yielding food products. Raw milk of PRAN collected from farmers and PRAN dairy factory processes it into a variety of dairy products. Milk is separated by large machines in bulk into cream and skim milk. The cream is processed to produce various consumer products, depending on its thickness, its suitability for culinary uses and consumer demand. Table 09: Various Dairy items of PRAN
Liquid milk Dairy Powder milk Dairy and allied products

UHT milk, pasteurized milk

Full Cream Milk Powder

Flavored Milk Chocolate, Flavored Milk Mango, Premium Ghee, Pasteurized Milk Mango, Pasteurized Milk Chocolate

6.1.8 PRODUCT INFORMATION OF PRAN MANGO JUICE

Product information of aseptic pack has been shown in the following table: Table 10: PRAN MINI JUICE (65ml) (2)*
Pack Type Code Flavor Weight/Pack Pack/Ctn 31139 Orange Aseptic 80 31140 Litchi 65ml Pack pc's/Ctn 31138 Mango Load in 20' Container Ctn 2200 Load in 40' Container Ctn 5170

Table 11: PRAN JUNIOR JUICE & PRAN JUICE PACK (125ml) (2)*
Pack Type Code Flavor Weight/Pack Pack/Ctn 31122 Orange 31123 Litchi Aseptic 31121 Mango Pack 31124 Cocktail 31145 Mango Load in 20' Container Ctn Load in 40' Container Ctn

125ml

80 Pack/Ctn

2100

4935

Table 12: PRAN PREMIUM JUICE & CLASSIC JUICE (200ml) (2)*
Pack Type Code Aseptic Pack Flavor Weight/Pack Pack/Ctn 27 Orange 35147 Pack/Tray Mango 31745 200ml Fruit 48 35146 Cocktail Pack/Ctn Load in 20' Container Ctn 3700 2196 Load in 40' Container Ctn 8695 5161

Table 13: PRAN PREMIUM JUICE & CLASSIC JUICE (250ml) (2)*
Pack Type Code 35004 35007 Aseptic 35006 Pack 35003 35005 Flavor Weight/Pack Pack/Ctn Cocktail 24 Orange Pack/Tray Pineapple 250ml Mango 27 Guava Pack/Tray Load in 20' Container Ctn 3150 3100 Load in 40' Container Ctn 7403 7285

Table 14: PRAN PREMIUM JUICE & CLASSIC JUICE (1000ml) (2)*

Pack Type Code Flavor Weight/Pack Pack/Ctn 31183 Orange Aseptic 31180 Cocktail Pack 31182 Mango 31181 Mango 12 Pack/Ctn

Load in 20' Container Ctn

Load in 40' Container Ctn

1000ml

1900

4465

6.2 PRICE OF THE PRAN MANGO JUICE AND ITS MATERIALS NEEDED
AMCL costing system falls more or less batch-level and unit-level costing system, which is widely known as job order costing system. As each job begins, its own job cost record is created. As units are worked on, entries are made on the job cost record.

6.2.1 DIRECT MATERIAL OF PRAN MANGO JUICE

Material requisitions are the source of direct material cost. In AMCL, Raw materials cost that is needed to complete a batch of product is called Direct Material Cost. 6.2.1.1 MAJOR RAW MATERIALS PROFILE Mango pulp Water Sugar Citric acid (E-330) Vitamin-C (E-330) Stabilizer (E-1415) Vitamin-A (E-160) Natural identical mango flavor

6.2.1.2 MAJOR NUTRITION FACTS Amount per 125 ml container of PRAN mango juice

Calories- 640 Fat calories- 0 Total fat- 0 g (0%) Sodium- 10mg (0.4%) Total carbonate- 16g (5.2%) Sugar- 15g Protein- 0g 6.2.1.3 PRICE CATEGORIES OF DIFFERENT PRAN MANGO JUICE BASED ON SIZE

Table 15: price categories of different PRAN mango juice Name of the items PRAN mango juice pack PRAN mango juice pack PRAN mango juice pack PRAN mango juice pack PRAN frooto pet bottle PRAN glass bottle PRAN tin canned PRAN non-returnable glass bottle Quantity (ml) 65 125 200 250 1000 250 250 250 Price/unit (Tk.) 10 12 14 16 60 12 25 18

6.3 FINANCIAL PERFORMANCE OF THE COMPANY

A number of financial ratios are used to assess how well the company is doing from the standpoint of the stockholders. These ratios naturally focus on net income, dividends, and stockholders equities. Table 16: Financial Performance
Earning Per Year 2004 2005 2006 2007 2008 Share 50.39 50.96 33.90 36.66 44.94 Net Profit After Tax (value in 000 Taka) Price Earning Ratio Dividend (%) 24 26 26 26 28

29,839 10.39 36,088 10.19 24,580 10.67 28,519 10.44 35,950 25.41 Source: annual report of AMCL (2007-2008)

6.4

PLACE
The AMCL has already captured all over the country. It has distributed its product from urban to rural area. All people are also habituated with that product. As it is a consumer products so every people needs it. From child to old, each person feels its necessity. So its coverage all over the country and all kinds of people. And finally it has also enabled to do that. Almost it follows mass segmentation.

6.5 PROMOTION

Promotion is the direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumers with the primary objective of creating an immediate sale. Through applying sales promotion, advertising, sales force, public relations, and direct marketing, the communication between customers and buyers becomes static which is very effective for the upgrade marketing of the PRAN mango juice.

6.5.1 CONSUMER ORIENTED PROMOTION

6.5.1.1 SAMPLING Consumers are given some quantity of a product for no charge to induce trial. This process is very effective in case of new product promotion but very costly. Mostly appropriate for the product that meets the following criteria. Products are relatively low unit value, sample does not cost much. As for example, PRAN mango juice of 65 ml, 125 ml, 200 ml. are very attractive for their own low unit value. Products are divisible that means product can be made in smaller sample and sample can demonstrate the overall features of the product. As for example, PRAN mango juice has different categories of products varying from their small size to bigger size glass bottled and pet bottled orientations to the consumers. Purchase cycle is relatively short, so that consumers will consider an immediate purchase or will not forget about the brand before next purchase. There are various types of sampling methods which are given below:
Door to door sampling: Product delivered directly to

prospects residence. Very costly but effective. Newspapers are widely used for door-to-door sampling.
Mail Sampling: Appropriate for small, lightweight, non-

perishable product. Postal restrictions and increasing postal rates are the two main drawbacks of this system.

 In

store

sampling:

Marketers

hire

temporary

demonstrator who set up a table or booth and offers sample to passing by shoppers. Very effective for food products.
On package sampling: A sample of a product is

attached to another item. Very cost effective for multi product firms that attach a sample of a new product to an established brand. In this case the established brand act as carrier and no additional cost is involved. The main drawback is that it may not reach to the non-users of the established brand (carrier of the sample). To overcome this marketer can use multi brands as carrier. 6.5.1.2 COUPON This is the oldest, most widely used and most effective sales promotion. It encourages repurchase. It is effective for consumers who are very price sensitive. Newspapers are widely used to distribute coupon. FSI (Free standing Insert) through newspaper is also widely used. Coupon helps company to achieve sale through PULL strategy and reduces the dependability on retailers which is authentically followed by the PRAN Company. The following coupon strategies are followed by the company when it is tending to increase its sales promotion:
Bounce Back Coupon: This is attached (engraved) to

the package of a particular brand and helps to achieve repurchase of the same brand.
Cross ruff Coupon: This is attached to the package of

different brand.
Instant Coupon: This is attached to the outside of the

package and consumers can instantly rip off and get the product immediately.

 In store coupon: Normally distributed in the store. Can

be distributed by persons or Coupon Dispenser Machine. 6.5.1.3 CONTEST AND SWEEPSTAKES The following bullets are different practiced methods effective for promoting sales in PRAN Company: 6.5.1.3.1 CONTEST This is a promotional tool where consumers compete for prizes or money on the basis of skills or ability. Consumers have to fill up some forms for entry into the competition and needs to show some proof of purchasing the product. It is widely practiced in Bangladesh by newspaper companies during World Cup Football and in the time of various traditional festivities of Bangladesh. 6.5.1.3.2 SWEEPSTAKES Here winners are determined purely by chance. Its a kind of game. Example: Scratch card in PRAN mango juice There are other kinds of consumer sales promotion; like the following bullets:
Bonus pack: Offering extra amount of product at a

regular price.
Price off: Reducing price of the brand for a short

duration. Can influence consumers very strongly at the POP when price comparison is made.
Event Marketing: A type of promotion where a

company or brand is linked to an event (Fantasy Kingdom).

6.5.2 TRADE ORIENTED PROMOTION

This opportunity is basically given to the retailers and distributors. This is done to increase company sales through PUSH Strategy; which is done by the PRAN Company for their sales promotion. There are some kinds of Trade Promotion as the follows: Contest and Incentive. Trade allowance (buying allowance, promotional allowance, slotting allowance) Sales Training Commissions Others (financial support, decoration of the store etc) By the by, Public Relations is one type of promotional tools to increase its sales to the market and to position the market leadership of the total market in the country aspect. PRAN has very strong public relations through initializing its socio-economic activities like: concert drawn for donating to the helpless of the society, giving scholarship to the poor meritorious students, for incepting plantation program throughout the country in a medium-large scale. Public relations or PR is an organizational activity involved with fostering good will between a company and its stakeholders.
Companys stakeholders include suppliers, distributors, consumers,

govt., pressure groups, share holders, employees etc.

PR is a broad organizational function. MPR (marketing oriented

public relation) is one of the aspects of that. MPR focuses on consumers basically.
6.5.3 MARKETING

ORIENTED

PUBLIC

RELATION

(MPR)
The following types of MPR are basically fruitful to increase the sales of the company:

6.5.3.1 PROACTIVE MPR Product releases announce new products, provide relevant

information about products features and benefits, and inform interested listeners/readers how additional information can be obtained. A product release is typically aired on TV or published in a product section of trade magazines or business publications, in the business section or consumers section. There could be many other forms of proactive MPR. Whatever may be the form, the aim is to establish a good relation with public/stake holders. Some commonly used other forms of proactive MPR are: Arrange/participate seminar. Participating society based movement programs. Sponsorship. Charity / Donation.

6.5.3.2 REACTIVE MPR Unanticipated market place developments can place an organization in a vulnerable position that demands reactive MPR.
These are done to rebuild companys image which

is eventually at stake for some reasons. Reactive MPR is also done to overcome rumor.
There are many instances that companies had to go

for reactive MPR to rebuild image.

The problem of reactive MPR is that it may not

work as bad publicity spread at the speed of fire.

6.6

COMMUNICATION

Communication is the most important factor in the company to increases its sales. PRAN Company has good communication power to increases its sales. They follow the effective communication strategy in the market to attract the customer and retain the royal customer by its networking.

6.6.1 COMMUNICATION OBJECTIVES

The firm intends to focus its promotional efforts towards awareness development and knowledge sharing among the target audience over the years of its operations. It also tries to build brand loyal.

6.6.2 DESIGNING THE MESSAGE

`

In determining the message content, the firm prefers to have a combination of both rational and emotional appeals. The emotional appeals have got preference over the other of operations. However, the firm shifts its preferences to rational appeals with the competitors entering the industry or as a tool used to impose entry barriers.

6.6.3 COMMUNICATION CHANNELS

The personal communication channel is used for the firm. This will include face to face, online, and other relationship marketing measures to make the customer group attracted to this product. Beside the marketing people, the opinion leaders and social influential is the most effective medium in this regard. The non personal channel such as both print and electronic media and events is used occasionally to convey the messages.

6.6.4 THE PROMOTIONAL TOOLS

The firms promotional tools are advertising, public relations and publicity, and Sales promotion. Each is summarized as follows:

6.6.4.1 ADVERTISING The effort remains very frequent times over the years. The company used television as a main media for promoting their products. Besides this, they use Newspaper, Billboard etc. to convey their message to the target audience.

Advertisement
PRAN Mango Juice
Its

PRAN MANGO JUICE

Television

STRENGTH IS LIFE

nnnnnnn

o ng Ma

ic Ju

Bill-Board
Fig.: Different advertising media

Newspaper Magazine

7.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

7.1 FINDING SUMMARY
We can make a summary from our findings in regard of marketing strategy which are given below:
The company follows the narrow span of control. The

company produces a wide range of juice, beverage,

confectionary, culinary, snacks and dairy products. Each item is called a batch. It provides huge advertisements. The company is too much concerned about the quality of the product. It also tries to offer a reasonable price which can be acceptable by the customer.
AMCL costing system falls more or less batch-level and unit-level

costing system, which is widely known as job order costing system. The current position of the company is remaining a successful condition. The earning per share of the company is in good situation. The net income of the company has increased significantly. It also indicates the companys strengths over the year.

7.2 CONCLUSION
PRAN is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable

processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from 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. PRAN mango juice is one of the most popular brands in the country. Over the years, though its hard work and efficient operations and marketing efforts, KAML has established itself as one of the major foods company in Bangladesh Now its position is the market leader of the country. And it has covered the maximum market share of the country in respective to the field. At the end, it can be said that although AMCL is recognized as a most promising sector in Bangladesh, there is still scope for further improvement.

7.3 RECOMMENDATION
The following recommendations can be utilized to improve the performance of AMCL. It needs care on credit sale not to push it too high, which may result tying up resources in the non-operative form and also increasing the chances of bad debt. The company is running with too much of capacity. It should immediately go for expanding the demand through diversification of the market and utilize its full capacity.

 The company may adopt time series analysis of forecasting method together with judgmental approach to get better forecast. The company may, besides the high quality products, introduce lines of cheaper products like mini soap, cream to tap mass market of the country. The company should aim to achieve economies of scale in the production and introduce experience curve as soon as possible. The company should give utmost emphasis to go for exporting their world class quality products to the neighboring and other countries. It should follow well-defined costing system. It should carryout capital budgeting before undertaking any new project. The company should prepare work sheet before preparing financial statement The quick ratio should increase simultaneously. Adequate care should be taken for selecting the advertising media.

BIBLIOGRAPHY
BOOKS
Lesikar and Flatley, Basic Business Communication. 10th Ed. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2005 Kotler, Philip, Marketing Management. 10th Edition. New Delhi: Prentice-Hall of India, Inc., 2000

ANNUAL REPORT
AMCL Bangladesh, Annual Report. 2007- 2008,

WEBSITE
<http:// www.pranfoods.net > (May 21, 2009)