Introduction

To know Pran Food & Beverage and its performance thoroughly.It's a well known fact that

no business can exist without customers. In the business of Website design, it's important to

work closely with your customers to make sure the site or system you create for them is as

close to their requirements as you can manage. Because it's critical that you form a close

working relationship with your client, customer service is of vital importance. What follows

are a selection of tips that will make your clients feel valued, wanted and loved to know its

beginning, vision, mission, objectives, network system, price, distribution for our academic

future.

Situation Analysis

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Pran is a famous food & beverage company in Bangladesh. The main reason of this fame is

focus on happy & healthy life for all. The main characteristic of this company is playing with

pure food. And there objective is to serve people by providing pure value of food. The pure

food service is the main focus of this name.

Theoretical Foundation:

Pran is one of the most impressive food companies in our health views of time; it’s going

more than people expectation. It’s the only food company which is not only providing pure

food items but our health value too. It was started with a low profile in our country but it now

standing on a high position among the food companies in Bangladesh. As our food items is

going adult rationing day by day we need more this types of food company to keep our food

pure.

Company profile

PRAN started its operation in 1981 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.

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.

All the PRAN products are produced as per international standards maintaining highest level of quality at every stages of its production process.

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PRAN is currently producing more than 200 food products under 10 different categories i.e.

Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary,

Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle

of its management system. The company is complaint to HACCP & certified with HALAL

which ensures only the best quality products are reaches to the consumers table across the

Globe.

Mission:

TO GENERATE EMPLOYMENT AND EARN DIGNITY & SELF RESPECTFOR OUR COMPATRIOTS THROUGH PROFITABLE ENTERPRISES

Slogan:

“Improving Livelihood”

Objectives:

To give a pure food items to all people of bangladesh

Keep our food items pure

Get profit by giving marginal price product to customers

To make work place for low profile people

To keep our health always good

SWOT Analysis:

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SWOT analysis is a powerful technique for understanding organizations strength and weakness

and looking for the opportunities and threats it may face. Used in a business context it helps

organization crave a sustainable niche in a market. This analysis is mainly based on a current

market situation. Pran has too many strength, weakness, opportunity, and threats can be found.

These are shown below:

Strength:

Pran is a Brand  Name

They got the Food Market  leadership  

They have loyal Customers like BANGLADESH AIRLINES etc.

Their Sales is high  

Product  quality  is good

Production centers in various accessible palace.

Making work place for poor people.

Paying proper attention to keep their view clean.

Weakness:

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They don’t have much trained workers

They have no informative website

They concentrate on only one market segmentation

They don’t much develop their product

They use very small promotional activities.

Their some product are not enough strong position against competitors products

Opportunity:

They can start internet shopping

Export and import their product in many countries over the world

Esteem promotional activates

Take more segmentation to serve

Take competitive advantage in making unique product.

Threat:

Health aware people may stop buying this type of ready-made food products

Present Marketing management system cannot be regular from after 02 years

Competitors is increasing

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Marketing Strategy

Target Marketing:

1. Segmentation:

They basically segment their market with all customers, those people who are aware about pure food

and who has a minimum affordability with the food items are the target segment for them. They also

segmented their business geographically. Initially they targeted mainly Bangladesh. But they are now

covering some other countries of the world. They also segmented the income basis. Middle income

level people are their target segment.

2. Targeting:

They have segmented their market by considering income level, psychology and geographic location

of people. A big portion under their target segment is children. Basically children’s are there target

market. They want to provide the idea of pure food among the children’s by their products.

3. Positioning:

They have an image of being a proud company of food. They have positioned their business as a

higher food items seller. What they sell is not only a product but a piece of pure food idea. Whenever

anyone thinks of any product Pran, first the combination of some pure & fresh food items comes on

mind. This positioning is based on pure & fresh food in customers mind.

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Current marketing situation

a) Market Description:

PRAN started its operation in 1981 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.

Gradually it changes its market strategy and within very short it reached on its perceived Goal, in 2003 it gained best manufacture & exporting industry.

It started export their food items all over the world since 1990, it also offer to the consumers purifying food items.

It also provide to the consumers great health value. PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle of its management system. The company is complaint to HACCP & certified with HALAL which ensures only the best quality products are reaches to the consumers table across the Globe.

The market description is defined as the corporate-wide expansion to increase production capacity across business lines to be undertaken by the PRAN during FY2009 – 2011. 

PRAN is now one of the leading branded food and beverage producers in Bangladesh. The company produces a wide range of products, which can be categorized into six broad categories: 

- beverages; - culinary products; - confectionery; - dairy; - snacks; and - premium rice. 

Created in 1993, the company enjoys a very strong brand reputation in the country and it also exports to more than 70 countries. For the financial year ending 30 June, 2007, the company reported combined sales of $66.8 million and a net profit before minority interest of $4.2 million. At present Pran borrows in the local market from both local and multinational banks. IFC’s funding will support the long term tenor requirement and funding diversification effort of the company.

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b) Market Growth:

Bangladesh has bright background history in the food industry, their sole interest; in the

beginning was the manufacture and wholesale of food items to the Indian subcontinent.  They

are now a 100% export oriented readymade purifying food items in Bangladesh.

Manufacturer Item # 1: Chanachur items

Manufacturer Item # 2: Soft drinks items

Manufacturer Item # 3: Flavored gum or bar

Manufacturer Item # 4: biscuit items

Manufacturer Item # 5: Spice items

Manufacturer Item # 6: Juice items

This industry growth is very strong because food items are fundamental needs of people. And

today’s world is developing day by day and growing tendencies to adopt with pure food items

among people.

Demand:

In food industries the demand for foods is very high and this demand is increasing day by day

cause the people of Bangladesh is developing day by day and it’s demand will increase more

in near future . People love their willingness and love to eat food and also trying to adopt

with new products. As price is low in our food market, we get pure food product in very low

price. Price is also a fact for increasing demand for purifying food items.

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Price:

Bangladesh is still an agro based country and trying to develop its industry. In food industry

because of labor cost, environment, temperature and input for making food’s price is very

low. So, the price of this type product is lower than most other county in the world.

From the description it is clear that Bangladesh’s food industry’s market growth is very

strong and in near future it’ll increase more.

c) Industry analysis:

Marketing Mix:

a. Product Profile:

The main product of Pran is food items for all people. The specialty of those items is all of

them are made by manufactured machine. On that food items there are fantastic packaging

design work. Other than that Pran also sells verities food items.

Characteristics:

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Pran has all lots of strong characteristics’ relative to other competitors in their products. Their

main product is made by machine is as efficient in making any food product.

Their product’s characteristics are shown below:

Cost efficiency

Popular

For all people

No bad effect on sales

Health view

Well made

Extraordinary packaging design

Varity:

Pran has a strong range of verity in their product which is adorable for all ages of people.

There product verity is different and cultural.

There product verity is shown below:

Chanachur items

Spice items

Soft drinks items

Flavored gum or bar

Biscuit items

Juice items

Quality:

Pran’s product quality is very high in the mind of their customers. They made quality product

and Sale it with full of happiness.

Some quality of Pran’s product is described below:

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Faultless

Standard

Values

Purifying sense

Healthy value

Affordable for all peoples

Maximum verified

Design:

Pran’s product design is totally related to health purifying view and food lovers love to

choose to Pran’s product relative to any competitive product in the market.

Features:

Pran’s product carries its own features and view. Some feature is described below:

Use expected value for customers

Well-designed Packaging

Healthy value for consumers

Well made

Packaging:

Pran’s packaging is different from its competitors. They use some nice wrapping papers to

make their product’s package and it carries some purifying things inside the packet when

people use to see its surrounding packaging it seems to be safe from other companies’

products.

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Positioning:

They have an image of being a proud brand of pure food. They have positioned their business as a

pure food product seller. What they sell is not only a product but a piece of health sense. Whenever

anyone thinks of any product of Pran, first the combination of some purifying food product comes on

mind. This positioning is based on only right choice for consumers.

Positioning Through BCG Matrix:

BCG matrix is shown for these products:

Chanachur items

Juice items

Flavored gum or bar items

Spice items

Soft drinks items

Biscuit items

Star Question mark

Flavored gum or bar

Juice items

Chanachur items

Soft drinks items

Cash cow dog

Soft drinks items

Biscuit items

Spice items

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Star and question mark’s market growth is high but question mark is not making that much

profit as star. Cash cow and dog’s market growth is low relative to other two but cash cow

has made enough profit and dog couldn’t make that muck. Now company has to decide

they’ll keep question mark and dog’s product or not.

Market Share:

Through customers opinion we get a lots of idea about market share of Pran food & beverage.

They believe that Pran has a unique extra advantage over other competitors in make food

product as they concentrate on purifying food items more than any other food company.

Their attitude towards this food product is very positive and they suggest that Pran should

keep making product like this. Their company can be classified by two variables

purifying basis

health basis

In purifying basis they are called the mother of this food market as they started is with full

effort and make their market unique.

In health basis they are a little bit backward but they trying much & competitors as they don’t

concentrate on healthy food in making like Pran’s products.

b. Pricing:

The owners of Pran make a formal market survey before pricing their product. Because they

use their past experience before pricing. As their main target market is children’s, and pure

food lover’s people they always tried to keep the price cheaper so that they can easily buy

their product.

Market oriented pricing:

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Pran set a price based upon analysis and research compiled from the targeted market. This

means that marketers will set prices depending on the results from the research. for instance if

the competitors are pricing their products at lower price than its up to them to either price

their goods at an above price or below depending on what the company wants to achieve.

Penetration Pricing:

Pran set the price low in order to attract customers and gain market share. The price will be

raised later once this target market share is gained.

Psychological Pricing:

Pran does its Pricing designed to have a positive psychological impact. For example, selling a

product at taka 30.95 or 30.99, rather than 40.00.

Value Based Pricing:

Pran set its Pricing strategy for a product based on the perceived value and not on any other

factor. Pricing based on the demand for a specific product would have a likely change in the

market place.

Price Structure:

Chanachur items: Tk.35-80

Juice (Big and small size): Tk.10-90

Spice items: Tk.50-100

Drinks items: Tk.40-120.

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c. Place

Pran opened their first factory in Progoti sarani, Middle Badda at 1981. That place is a center

point of Pran’s production place. Then they have opened many sales centers in Dhaka. Also it

has about 300 sales centers in all over Bangladesh. Pran gradually expands their sale centers

out of Bangladesh and their production environment is very strong.

d. Promotion:

The basic promotion strategy of Pran is customer satisfaction with pure food products. They

do not follow the traditional promotion policy like other business. They even do not give so

much advertisement because they think that, if they fail to satisfy their customers they will

lose. They make promotion according to their production capacity. For this reason they have

loyal customer and they consider customer loyalty as capital of business.

Tools Used In Promotion:

They Used These Tools in their Promotion:

Advertisement on Television

Newspaper

Lift let

They don’t use much Multimedia Promotion and any fixed TV Model for their promotional

advertise activities.

e. People

Any buyers of Pran’s products become a walking advertisement. Especially when the

customers of Pran are prominent singers, actors/actresses, food lovers and the list goes on.

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Finally the provider of Pran food & beverage are popular among children’s and youths.

Customers like their beautiful packaging of product, pureness and strong messages.

Customers:

Their major customers are shown below:

Students

Children

Young people

Food lovers

Conclusion

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From this report now we know that Pran is a famous food company in Bangladesh. The main reason of this fame is focus on pure & fresh food items. The main characteristic of this firm is playing with pure food items. And there objective is to serve people by providing great value of health. We think they‘ll go forward in very near future and develop its products more attractively and make this more affordable for our county people.

Recommendation

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After completing this project, I have come up with some recommendation which Pran can use for their advancement. These are

• They should build a strong website.

• segment a wide market and targeting

• They can start internet shopping

• Extort and import their product in all over the world

• Esteem promotional activates

• Take more segmentation to serve

• The Training for the sales associates should be more related to their job responsibilities rather than just product orientation.

.

• Pran’s website should be updated more frequently with the current issues and vacancies. It will ease the work of HR as more people would be informed.

• Pran should introduce online application for their vacancies, it will help them reducing cyber hunting times in bdjobs and other sites

• The compensation package in Pran is not Attractive they should restructure their salary and other compensation.

• As there is competency gap in employees Pran should start employee training and other development programs to develop the employee.

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Reference

http://www.pranfoods.net/

http://bhola.en.ec21.com/company_info.jsp

http://en.wikipedia.org/wiki/Pran_Group

http://www.alibaba.com/member/pranfoodsltd.html

http://www.facebook.com/pages/Pran-foods-Bangladesh/187792360843

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