INDEPENDENT UNIVERSITY,BANGLADESH

ASSIGMENT ON 01

Course name: Brand Management

MBA 543

Submitted to

Prof.Dr.Serajul Hoque

Submitted by

MD. MAHADE HASAN SARKER

ID 1025064

SEC: 01

Date:9th July , 2012

Company bacground :

‘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 82 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.

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.

Product Category:

PRAN takes a comprehensive approach to all kinds of agro processed food products, considering all of the ways their lives can be enriched through ensuring hygienic and quality food products.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.

Juice

 

Drink

 

Bakery

 

Carbonated Soft Drink

 

Snacks

 

Culinary

 

Confectionary

 

Biscuits

 

Dairy

 

Reason of Customer Brand Preference ( PRAN )

Consumer Care

PRAN view their consumers’ as king and as their laypeople. PRAN consumers have given such success for so long years. Consumers’ care is the process by which PRAN 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 PRAN consumers’ care program is to build long-term relationships with consumers. To meet this goal, PRAN will go to great lengths to build a strong reputation for lavishing consumers with special services, discounts, gifts, or other benefits.

So, PRAN is offering following services for consumer :

Complaint for products Price information

Benefits of products

Comments for products

And any other issues

Objectives of consumers’ care are:

To create a culture of customer focus To receive complaints from our consumers on product related matters

To achieve customer satisfaction

To create rapport and loyalty

High quality Ingredients

PRAN-RFL Group is very much selective in case of selecting raw materials. This group has

been collective raw material & ingredients from best sources around the globe like – China,

Japan, India, Newzeland . In locally PRAN is collecting raw material form Nator,

Chapinobabgonj, Comilla, Rajshahi, Bandorban, Pabna through contract framing. So quality is

hundred percent ensured here.

PRAN RFL group has Halal, Haccap, certification which ensure its quality home & aboard.

Technology

PRAN is manufacturing product through latest technology

Like –

1. Juice & Drinks it is using China Machine2. Snacks – China & USA machine 3. Toast & Biscuit – Japanese Machine 4. Candy- Japanese Machine

Pran is continuously updating its technology because it is bringing new product almost every day.

PRAN has near about 300 Products in its product range. Among this range we work on Juice

category

Juice:

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.

   

Juice category products are

 

  

 

 

 

  

 

 

  

 

 

I am particularly surveying on PRAN FROOTO MANGO JUICE PET BOTTLE

PRAN FROOTO MANGO JUICE PET BOTTLE

Just after lunching Frooto Mango Juice PET Bottle at 2008 it occupies a distinct position in

consumer mind. By contract framing PRAN is collecting mango then by screening & testing

PRAN process quality mango PLUP at Nator. From this mango Pulp PRAN is manufacturing

mango juice round the year Now 70 percent of PET Bottle market is captured by PRAN.

Because of its teast, quality, low prices people prefer Frooto mango juice most. After met up

local demand PRAN is export Frooto around 88 counties. So it is becoming a global BRAN.

Customer Responds from the survey

We have completed 28 customer feedbacks from the research. Where 50 percent are male and

50 percent are female. There have three age diversification stage, 20 percent are Bellow 15 years

50 percent are 15-40 years and 30 percent above 40 years. Here almost 90 percent customers are

known about the brand named Frooto Mango Juice . Frooto is competing with Frutika, Mangole.

In my survey 40 percent people find PRAN available in store, 65 percent agreed about its high

quality & teast. 10 percent recommend to change its recipe . 30 percent suggest to change prices

25 percent are in doubt on quality specially on availability of Mango Plup. 5 percent believe that

PRAN is cheating . 80 percent people are satisfy with Frooto’s packing. 40 percent people

believe that it is hygienic product. Finally 70 percent customer are considering Frooto as

maintained its brand promise.

Conclusion:

From my survey I can come up conclusion with. Frooto’s quality & teast is good. Though they

have to work on it. PRAN need to be more transparent about mixing up mango Plup. Price can

be reduced. Last of all they have to maintain same quality & distribution channel.

The sample questions are given b Iellow.

Can you please provide me below information

what is your gender?

1 Male2 Female

May I know your age?

1 Bellow 15 years2 15-40 years3 Above 40 years

Do you know about the brand named Frooto Mango Juice?

1 Yes If the respondent chooses no then cancel the interview.2 No

How responsibly Frooto has maintained its competition in the product market among the other competitive products?

1 Taste 4 Price2 Packaging 5 availability3 Brand 6 Others

Is the packaging of Frooto Mango Juice Attractive?

1 Yes2 No3 Moderate

Is the quality of Frooto Mango Juice is Hygienic?

1 Yes2 No

3 Moderate

Is the price of Frooto Mango Juice is affordable?

1 High Price2 Low price 3 Affordable

Is the quantity provided in the packet of Frooto Mango Juice is good enough?

1 Yes2 No3 Moderate

Do you feel that the taste of Frooto Mango Juice should be changed?

1 Yes2 No

If yes, then how?

1 More sweetness 3 Moderate 2 Less sweetness 4 Others_________

Has Frooto Mango Juice maintained its brand promise?

1 Yes2 No