Project Report
On
Marketing Strategies of PRAN-RFL Juice pack in
Bangladesh
Submitted To:
Controller of Examination
National University
Gazipur-1704.
Supervised By:
Md. Omar Faruk
Head of the Department, MBA
Daffodil Institute of Information Technology (DIIT)
Submitted By:
Emam Hossain
Roll No: 2281248
Registration No: 18501002111
Session: 2018-2019
Major in Marketing
Bachelor of Business Administration (BBA)
Daffodil Institute of Information Technology (DIIT)
(Under National University)
1
Date of submission: 24th October, 2024
2
Letter of Transmittal
Date: 24th October, 2024
To
Md. Omar Faruk
Head of the Department, MBA
Daffodil Institute of Information Technology (DIIT)
Subject: Submission of Project Report on Marketing Strategies of PRAN-RFL
Juice pack in Bangladesh
Dear Sir,
With due respect and great pleasure I submit my Project Report on Marketing
Strategies of PRAN-RFL Juice pack in Bangladesh and for your kind consideration.
This job is assigned to me to fulfill the partial requirement of BBA degree. It has been a
great pleasure for me to have the opportunity to apply my academic knowledge in
practical field. The report has been prepared on the basis of the theoretical and practical
learning from PRAN-RFL Juice pack in Bangladesh.
I have tried my best to put careful effort for the preparation of this report. I shall
wholeheartedly welcome any clarification and suggestion about any view and
conception disseminated in this report.
Sincerely Yours
Emam Hossain
Roll No: 2281248
Registration No: 18501002111
Session: 2018-2019
Major in Marketing
Bachelor of Business Administration (BBA)
Daffodil Institute of Information Technology (DIIT)
i
Student Declaration
I am Emam Hossain, Roll No: 2281248, Registration No: 18501002111, Session:
2018-2019, Major in Marketing, Bachelor of Business Administration (BBA), Daffodil
Institute of Information Technology (DIIT), hereby to declare that the Project Report
Marketing Strategies of PRAN-RFL Juice pack in Bangladesh submitted in partial
fulfillment of the requirement for the awards the BBA degree. This is my original work
and has not been submitted before for the awards of any other degree/ fellowship/
recognition and/or the like. To the best of knowledge I didn't breach any copyright act
intentionally.
_______________________
Emam Hossain
Roll No: 2281248
Registration No: 18501002111
Session: 2018-2019
Major in Marketing
Bachelor of Business Administration (BBA)
Daffodil Institute of Information Technology (DIIT)
ii
Certificate of Supervisor
This is to certify that the Project Report Marketing Strategies of PRAN-RFL Juice
pack in Bangladesh for the BBA degree from the Daffodil Institute of IT (DIIT) under
National University is carried out by am Emam Hossain, Roll No: 2281248,
Registration No: 18501002111, Session: 2018-2019, Major in Marketing, Bachelor of
Business Administration (BBA), Daffodil Institute of Information Technology (DIIT),
under my supervision.
To the best of my knowledge and as per her declaration the report is an authentic work
on the issue and no part of this report has been submitted for any degree, diploma, title,
or recognition before.
I wish every success in his life.
__________________
Md. Omar Faruk
Head of the Department, MBA
Daffodil Institute of Information Technology (DIIT)
iii
Acknowledgement
First of all, I want to express my special gratitude to Almighty Allah for giving me the
strength to complete the report within the stipulated time. I also express my deep
gratitude to my parents who support me all the time.
I would like to express my gratitude to the authority of national university and to our
honorable Academic Supervisor, Md. Omar Faruk, Head of the Department, MBA,
Daffodil Institute of Information Technology (DIIT) for his continues guidance,
individual suggestion, continues encouragement and unfailing enthusiasm throughout
the process of completion of this report.
1 am also thankful to Marketing Division of PRAN-RFL Juice pack in Bangladesh for
giving me the opportunity to conduct the Project in PRAN-RFL Juice pack in
Bangladesh.
Finally, I would like to thank everyone at PRAN-RFL Juice pack in Bangladesh, who
provided me with ideas and invaluable experience of the corporate culture.
Also thanks to department head and principal sir.
iv
Executive Summary
Time with an admirable reputation. The area of business operation of the group is large
as well as varied which comprises many sectors. With intent to provide high quality
food products in competitive price PRAN Agricultural Company Ltd. was added to the
company with this conglomerate. In our country now a day’s within a short time this
company has ensured its position in whole country and foreign country. From upper
class to lower class, people of all strata of the society have demand for this food. In
general, people of middle class to upper class are the major consumer of the product of
this company. For the purpose of this study I have conducted three surveys by
questionnaire method. Consumer survey, retailer survey and wholesaler survey.
Consumer of different age ranging from below ten to above thirty was surveyed to
know their brand preference and influencing attributes. According to the consumer’s
opinion most influencing attribute of juices is quality. The most reasonable price
category as per the customer is tk.10. Around 52% of the consumers think it as so. To
more than 85% of the surveyed people’s opinion is, TV is the information source of
their favorite bran. According to the retailer they are ready to sell product even with
low margin provided that the product has a good market demand. Retailer want free
item as their expected incentives from the manufacturer. Around 76% of the retailers
claimed it. Then they prefer commission as their second preferred incentives.
According to the retailer the single most success factor of the market leader brand is
quality. This opinion was reflected by more than 62% of the retailer. It was found that
PRAN Agricultural Company Ltd. maintains the most in time delivery of products to
the retailer.
From the research it was found that people of all age enjoy juice and a large market
segment for juice lies on the age group of 10 to 20. To the college and university goers,
this product has huge popularity. There is a significant difference in the preference of
the child and adult for the same product, juice. Most of the juice commercials are aired
on TV before popular serial. But the most popular program in private channel is news
at night. All the channels broadcast news at least once within the time slot of 9 pm to
10.30 pm. By airing commercial in private channel before news at night it is possible to
reach to maximum viewers.
v
Table of Contents
Contents Page
Chapter –One Introduction
1.1- Introduction
1.2 - Origin of the study
1.3 - Objective of the study 01-07
1.4 - Scope of the study
1.5 - Methodology of the report
1.6 - Limitation of the study
Chapter- Two Literature Review 08-14
Chapter- Three Research methodology
3.1- Methodology
3.2 - Population
3.3 - Sampling
3.4 - The sampling design process 15-18
3.5 - Methods of data collection
3.6 - Data Analysis
3.7 - Data Presentation
3.8 - Data Tabulation
3.9 - Computer Software Used
Chapter- Four: Overview of the PRAN-RFL Juice pack in Bangladesh
4.1 - Historical background of Agricultural Marketing Company Ltd.
4.2- Company information’s at a glance
4.3- Corporate Information
4.3.1-Corporate Directory 19-24
4.3.2- Corporate Value
4.4- Company Mission
4.5 - Company Aim
4.6- Company Vision
4.7- Human Resource
4.8- Organizational Structure
Chapter –Five: Analysis and Findings
4.1-ProductPolicy
4.1.1-Present Matrix of PRAN Juice Pack 25-47
4.1.2-Positioning of PRAN Juice Pack
4.1.3- Product Life Cycle
4.1.4- Market Size Characteristics
4.1.5- Growth Share Matrix
vi
4.1.6.- Market Share
4.1.7- Compare Market Share of others Competitors
4.2- Pricing System of PRAN Juice Pack
4.2.1- Pricing Policy
4.2.2- Pricing Strategy
4.3- Distribution of PRAN Juice Pack
4.3.1- Distribution Channel
4.3.2- Distribution System
4.4- Promotion System of PRAN Juice Pack
4.4.1-Advertising
4.4.2- Personal selling
4.4.3- Sales Promotion
4.4.4- Publicity
5.5 SWOT Analysis
Chapter- Six: Findings, Recommendation & Conclusion
6.1- Findings
6.2- Recommendation 48-51
6.3- Conclusion
Bibliography 52
vii
