Welcome to our

presentation
Our topic is

Marketing Planning of PRAN-RFL

Group

Introduction
PRAN means Program for Rural Advancement Nationally
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
their 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.
Now, Pran-RFL consumers not only value PRAN for its
authentic refreshing juice drinks products , but also for its
mouth watering quality confectionery products with high
visual appeal and exciting texture. PRAN 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.

Pran-RFL started its operation as a processors

fruit and vegetable 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. PranRFL is currently one of the most admired food &
beverages brand among the millions of people of
Bangladesh and other 94 countries of the world
where Pran-RFL products are regularly being
exported. All the Pran-RFL products are produced
as per international standards maintaining
highest level of quality at every stages of its
production process.

Corporate Vision: Improving Livelihood.

Corporate Mission: Poverty and Hunger are curses.
Company Aim:

To generate employment and earn dignity and self-respect

from compatriots through Profitable enterprises.
Core Values:
Pran- RFL believes in providing quality by considering the
customers demands and expectations. Continuous
innovation and improvement is the motive of this
organization by focusing customers and tries to maintain
fairness and transparency in all segments. The corporate
values for Pran- RFL are Consumer care
Supplier care
Employee care
Trade care.

ESTABLISHMENT OF PRAN

PRAN was established in 1985 to create wealth by adding

value to farm produce, and generate employment and

income in rural areas. Still now farmers are the principal
beneficiaries of our group, says Mr. Kamal Kamruzzaman,
Director Marketing at Pran Foods.
PRAN is one of the leading food and beverage producers in
Bangladesh. The company produces a wide range of
products, which can be categorized into six broad
categories:
Juice
Drinks
Culinary products
Confectionery
Dairy
Snacks

The Company has been contract farming in rice,

pulses and tomatoes. They have been very

successful in producing aromatic rice, which has
captured a good market overseas.
Pran Foods contract growers cultivate the
choicest fruits and vegetables, which are
processed in their modern and hygienic
factories to highest quality & international
standards. The Company has the distinction of
achieving prestigious certificate like ISO
9001:2000 and being the largest exporter
ofprocessed agro products to more than 77
countries with the compliance of HALAL &
HACCP.

Products of PRAN
Prans products can be categorized under a few

categories, such as, Juice, Drinks, Snacks, Confectionary,

Dairy, Beverages and winery products. Their juices come
in a great variety of quality packing in eight different
flavors; orange, mango, lemon, litchi, pineapple, mangopine, guava and fruit cocktail, offers collection of
refreshing choices.
From purified natural drink to processed fruit drink, PranRFL provides a wide range to many alternatives for
quenching the thirst. In their winery section, they offer a
wide range of products from tea, spices, pickles, chutney,
sauce and ketchup, rice products, mustard oil, semai and
molasses, etc. Pran snacks products are variously flavored
consisting of biscuits, potato crackers and mini snacks.

Export History
Pran-RFL, 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. The key was to process the agro
products and increase shelf-life thereby. Starting
successful journey to export market in 1996, PRAN
currently exports to over 94 countries.
As Pran-RFL Group exports its products to foreign
countries; the importance of the international forces
really matters here. It has to monitor the consumers
preference, price, promotional strategies, government
policies etc. for an international market. It has to face
the hard competition of the international market

Major Exporting
Products
Fruit Juices, Fruit Drinks Instant Powdered

Drinks, Pickles, Canned Fruits & Vegetables,

Extruded & Fried Snacks, Tea, Aromatic Rice,
Puffed Rice, Flattened Rice, Jam & Jelly, Plain
Spices, Blended Spices, Mustard Oil, Mineral
Water, Dehydrated Fruits, Tomato Ketchup /
Sauce, Toffees, Candies, Bubble Gum,
Biscuits & other confectionery etc.

Subsidiary Enterprises
Pran-Rfl Group is one of the fastest growing corporate houses

in the country. It has got quit good number of subsidiary

enterprises, which includes:
Rangpur Foundry Ltd. (RFL): This is an established
engineering enterprise, which focuses to meet the demand of
rural community of Bangladesh. A tube well made by RFL is
most prominent in the country. Today the company has its wide
range of products & has achieved the prestige as the largest
cost iron foundry & light engineering workshop in Bangladesh.
RFL has introduced international standard Plastic & PVC
products to the Bangladesh market which have already been
cordially accepted by the mass.
Introduction of RFL Plastics Ltd: In order to manufacture
plastic furniture & allied products, RFL plastics started business
in 2000. Currently RFL Plastics is dealing with different types of
plastic products in different categories such as house ware,
plastic furniture, industrial ware & garments accessories.

The Company has been expanding its product lines day-by-day &
achieving diversified product range in the plastic sector.
Property Development Ltd. (PDL): This is the oldest enterprise of
PRAN Group. The Group was established on the profit made by PDL.
This enterprise is one of the pioneers in apartment business in Dhaka.
Property Lifts: It is a new enterprise of PRAN Group. It imports
elevators and other accessories to meet the growing demand of
modern lifts and escalators.
Agricultural Marketing Co Ltd. (AMCL): AMCL was started as a fruit
processing enterprise. Gradually, other sectors of food industry (e.g.
Chips, mineral water, Tomato Ketchup etc.) were also incorporated in
the manifold of AMCL. At present, AMCL has become the flagship
enterprise of PRAN Group. Most of the resources of PRAN Group are
now devoted for the growth and operation of AMCL. In the long run,
the group intends to become a global leader in the field of
agricultural industry.

PRAN FOODS' CURRENT PROJECTS

The Company is planning to set up food processing plants in Tamil

Nadu, Tripura and Orissa. It is in advanced stages in setting up the

Tripura agro processing plant with an investment of US$ 5 million.
Lately, Pran Foods is focusing on its Dairy business. Currently we are

very strong player in Juices, drinks, Snacks, Culinary & Confectionery.

Dairy industry is one of the best suited sectors for the generation of
employment and thus ameliorating poverty in rural areas of
Bangladesh providing jobs to the whole family, including men, women
& children alike. It is a most profitable occupation too as no part of
the bovine is wasted live or dead, said Mr. Kamruzzaman.
PRAN is a dominant player in the local market, but its achievements

have been more spectacular in the international market place. We

will be focusing more on export markets in days to come, added Mr.
Kamruzzaman. Mr. Chowdhury however has plans to retire from the
group and hand over the stewardship to his sons once the Dairy
becomes a market leader.

PRANs

PRAN isSTRENGTHS
a Concept: a way to fight poverty and
hunger in Bangladesh in the shortest possible of
time through employment generation. PRAN has
made significant investments in agro processing.
The Company aims at creating demands for farms
produce which will create jobs in rural areas and
preventing urban migration.
Product quality- PRAN is the first and only food

processing company in Bangladesh to earn the

prestigious distinction ISO 9001 certificate. This
supreme certification ensures that PRAN products
reach the consumer maintaining the height level
of quality.

Customer Satisfaction-Good Quality

Products of international standard
conforming to local tastes, health & hygienic
standards. Affordable prices within the reach
of target consumers.
PRAN Food Products are available
everywhere all the time.
Good management.
Skillful and trained employees.
Good promotional activities.

Marketing Strategy

Positioning

Pran always try to position their product through image

differentiation, because related marketing, and product
differentiation. Pran will use logo and short advertisement so
that people can consistently see the advertisement so the
product will occupy a clear, distinctive, and desirable place in
the mind of the consumer relative to competitors product.
Pran will use USP (Unique Selling Proposition) for their product.
To do brand differences that make a better differentiation or
that has the potential to create company costs as well as
customer benefits. A difference is worth establishing to the
extent that it satisfies the following criteria.
Important
Distinctive
Superior
Communicable
Affordable and Profitable

Product Marketing: For launching a

product in the market, there is some

procedure that should be followed by every
marketer to move in the long run. Pran
product will enable their customers to have a
different experience to try their juice.
Customer will be able to differentiate their
product in quality which is unique in the soft
drinks market. Customer will not be able to
feel the same way for the other soft drinks in
the market.
Pricing Strategies: Pran shall charge

Overhead Expenses include rent, gas and

electricity, business telephone calls, packing and

shipping supplies, delivery and freight charges,
cleaning, insurance, office supplies, postage,
payroll taxes, repairs, and maintenance. The
accuracy of our costing will depend on estimating
logical amounts for all categories of expenses. We
have to list all overhead expense items and total
they divide the total overhead figure by the number
of items per month (or time period we used above).
The answer is our overhead per item:
Overhead + Materials + Labor = Total Cost/Item
From the market research, we received the
following-

Table: Price of different brands.

Company Name

Fruti(250ml)

Price
15

Mojo (250ml)

15

Pran(250 ml)

15

Pran want to charge 250 ml Pran soft drinks at the

selling price of Tk.14. On the other hand, the prices
for Pran soft drinks are to be charged for 500 ml
Tk.32, for 1000 ml Tk. 60.
Place or Distribution:
Pran will primarily use their existing distributors for
distributing their new product of Pran then; Pran will
make some new channels and assign some
distributors to promote our product to all over the
country.
Pran are using mobile shop in the shopping malls,
offices and crowded areas so that people can
purchase the product easily when they like to
consume. Pran will make their consumer by Value
Delivery Network.

Advertising and Promotion:

The most successful advertising will be through

BTV, NTV, Channel I, ATN Bangla and RTV which
are the most popular television channels in the
country. Pran will also use some bill-boards and
leaflets and Pran will hold a sport event to
promote the product. Pran will also use their
experience so that Pran can create attention to
the customers.
Target market:
Pran main target market people are the young
ages people who like to drink juice very much.
Mostly the school going students and the
children.

Beside that Pran also focus the young generation people.

Although Pran main target market is young people but
also Pran prefer the people of adult and old ages
people.
Forecast and Financial analysis:
The brands of Pran Juice will be introduced in
September. Pran make an action program for the next
four months. And Pran believe that, if their four month
action programs will run well, then Pran will achieve
their goals easily.
June:
In June Pran will arrange meeting with their suppliers,
dealers. And talk about their new products quality,
product development etc. Their product is low
involvement and buyers show habitual buying behavior.
Then Pran will start production new Pran Juice.

July:
After meeting with the dealers we will provide sample
Pran Juice to their customers for getting publicity. On the
other hand Pran will give advertise of their new product
in the Television, Radio, Bill Board, Banners, and in the
Poster. Then Pran will launch their product in to the
market. In the primary stage Pran will produce 250ml
and 500ml can.
August:
After doing their successful operations of two month, at
the third month they give extra benefits to the dealers
and sellers to improve their sales. Pran will give small
toys; arrange game. Observing the situations, at this
stage Pran will produce 250ml can, and 500ml can for
the consumers. In this month Pran will start to produce
1000ml can. And this month thier product will be
available in almost every shop of the country.

September:

In their last month of action program, if

situation will favorable then Pran go for
Divisional dealers to distribute to the whole
country. Observing and analyzing Pran take
necessary actions to develop product sales
and increase their profit. In this way Pran
will continue their production and give a
particular image to the mind of every
customer.
Budget:
This section will offer a financial overview
four company as it relates to their marketing

Sales Forecast:

The sales forecast is broken down into

the three main revenue streams; direct
sales, Web sales, consignment sales. The
sale forecast for the upcoming year is
based on 30% growth rate. Growth rate
for year 2006 to 2010 are based on
percentage increases as follows:
Direct sales 20% growth rate per year
Web sales 50% growth rate per year.
Consignment sales 20% growth rate year.

Profit/loss:
As per un-audited half yearly accounts as on
31.12.10 (July10 to Dec10), the company has
reported net profit after tax of Tk. 19.44 million
with EPS of Tk. 24.29 as against Tk. 17.05
million and Tk. 21.31 respectively for the same
period of the previous year.
GOOD TIMES AHEAD
Today PRAN has become themost well known
name among the millions of people in
Bangladesh and abroad.
Mr. Chowdhury said, he had a dream that the
produce of Bangladesh's poor farmers would
one day be relished on the dining tables of the
families spread across the world.

"That dream has been fulfilled," he said. "Whether it

is chinigura rice, spices, mango drinks or snacks, the

'Made in Bangladesh' label is like the flag of
Bangladesh, and it is going tomore than 77 countries
in the world. I feel very proud of it. Good days are
ahead, he happily remarks.
PRAN- RFL is one of the best manufacturing
companies which have seen tremendous success
since its establishment .It has been possible only
because of its skilled management, well trained,
dedicated employees and excellent quality products.
It has earned very impressive operating income over
the previous years . The company tries to hold a
good corporate governance by maintaining
discipline and sincerity all over the organization
through its skilled and dedicated employees.

PRAN- RFL group of industries are now one of

the most successful industry in our country.

They are trying to increase their business line
and their own brand. From this report we will
able to know about the recruitment section of
PRAN-RFL group of industries. After doing this
report I would like to conclude by saying that
it had been a great experience for me.
Moreover the survey that I conducted gave
me a stronger and more helpful knowledge
about the entire research. This report may
contain few flaws yet I have tried my best to
maintain accuracy. I hope this report can be a
helpful resource to use in future.

Do you have any

question?