Evaluating Marketing Strategies of PRAN-RFL Group

(A study based on Foods and Beverages)

Submitted By:
Raufun Ahsan Rabu
Batch: 59B
Roll: 07
Session: 2018-2019
Reg. No: 109197
Program: BBA
Major in Marketing
Department of Business Administration
Dhaka International University

Supervised By:
Sohag Datta
Assistant Professor
Department of Business Administration
Dhaka International University

Date of Submission: 30th August, 2022

Dhaka International University

II
 Letter of Transmittal

30th August, 2022

Sohag Datta
Assistant Professor
Department of Business Administration
Dhaka International University

Subject: Submission of Project Report on Evaluating Marketing Strategies of PRAN-RFL

Group

Dear Sir,

In the following pages, I have presented on Project Report, which you had authorized me to
prepare as Project report. This Project at PRAN-RFLGROUP has given me an opportunity to
get hands on experience about marketing sector. Based on suggestion of yours and consulting
with you, I conducted a study on “Evaluating Marketing Strategies of PRAN-RFL Group”
which is considered as my Project report.
It would be an honor if you kindly call me at your convenience should you require any
clarification on my report.

Sincerely yours

Raufun Ahsan Rabu

Reg. No: 109197
Batch: 59B
Roll: 07

III
 Declaration of the Student

I hereby declare that this Project report titled “Evaluating Marketing Strategies of PRAN-
RFL Group” is prepared by me after the completed inspection with PRAN-RFL Group. I also
declare that this paper is my original work and prepared for academic purpose which is a part of
BBA and the paper may not be used in actual market scenario.

...........................................
Raufun Ahsan Rabu
Reg. No: 109197
Batch: 59B
Roll: 07

IV
 Bona-fide Certificate

This is to certify that, Raufun Ahsan Rabu, Batch: 59B, Roll: 07, Session: 2018-2019, Reg. No:
109197, Program: BBA, Major in Marketing, Department of Business Administration, Dhaka
International University has completed the Project report titled “Evaluating Marketing
Strategies of PRAN-RFL Group” successfully under my supervision and guidance. He is
permitted to submit the Project report for defense. He is a very strong decent character and very
authentic personality.

I wish him each achievement in life.

---------------------------
Sohag Datta
Assistant Professor
Department of Business Administration
Dhaka International University

V
 Acknowledgement

Initially, I would like to thank honorable course supervisor Sohag Datta for give me the
opportunity to prepare the report for providing important suggestion and guidelines. Project
report is an essential part of BBA program as one can gather practical knowledge within the
period of three months by observing and doing the daily works of chosen organization. In this
regard my Project has been arranged at PRAN-RFL Group Limited, Dhaka.

As a part of my BBA program the report is count as my Project. I have been assigned to present
a report on a particular company with one of its definite brand’s feature, Situational analysis,
SWOT analysis, media portfolio, budget determination, monitoring control and evaluation. To
do this, I have chosen one of the top ranking corporate houses of our country – PRAN-RFL and
gathered information from various sources.

I would also like to be grateful Md.Eleash Mridha, (Managing Director). Kamrujjzaman Kamal
(Director of Marketing), and Musharaf Hosain Bhuiya, (Category manager) - who gave me their
valuable time and collaborate instinctively to answer my questions needed for preparing the
report. The recent annual report of PRAN-RFL& the internet also helped us a lot.

I acknowledge the due regards to all for the help while preparing this report.

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 Executive Summary

Project program is a scope for acquiring practical knowledge after successful completion of
academic curriculum. Theoretical knowledge gets a complete shape only when it is applied in a
practical field. I have accomplished my Project program at PRAN-RFLRFL Group Bangladesh.
During 3 month of my career in the marketing Department, I tried my best to get knowledge
about their overall production for the market with special emphasis on their production
procedure.

This report is based on “Evaluating Marketing Strategies of PRAN-RFL Group” This report
takes a look at the overall production and the view that how PRAN-RFL maintains the
production procedure and the factors that affecting the production as well. This report is to find
out what is the most important factor behind increasing level of production, the problem areas
for lower production so that PRAN-RFL can improve the current situation of low productivity
hence lower sales and to measure the success or failure of the project on the basis of
improvements in the overall performance of the modules and increased production due to this
project. Secondly to find out the possible solutions that can be taken into account to rectify the
issues.

The report also tried to highlight every activities of different department that I learnt during the
course of time working here. By preparing the report there is some limitations. Still it was
enjoyable because PRAN-RFL is an excellent organization where nothing is unstructured and
unhygienic. PRAN-RFL believes in its inflexible dedication to fulfill its customer needs and
fulfillment and to become their first alternative in the market, though it’s a controversial
industry.

After presenting my study I rounded up with recommendation and conclusion and I look forward
to learn from the further study of this field.

VII
 Table of Contents

SL No. Prefatory Parts Page No.

1 Cover page i
2 Title Page ii
3 Letter of Transmittal iii

4 Declaration of the Student iv

5 Bona-fide Certificate v

6 Acknowledgement vi

7 Executive Summary vii

VIII
CHAPTER – 1 ...........................................................................................................................
1INTRODUCTION ................................................................................................................ 1
1.0 Introduction .................................................................................................................... 2

1.1 Scope of the study .......................................................................................................... 2

1.2 Objective of the study ..................................................................................................... 3

1.3 Methodology of the study................................................................................................ 3

1.4 Limitations of the study ...................................................................................................4

CHAPTER – 2 .......................................................................................................................... 5
ORGANIZATION OVERVIEW............................................................................................. 5
2.0 Company Profile: Past -Present-Future ............................................................................ 6

2.1 Corporate Mission of PRAN ............................................................................................ 7

2.2 Current Situation.............................................................................................................. 7

2.3 The Business of PRAN ................................................................................................... 8

2.4 Location of the Markets ................................................................................................. 8

CHAPTER – 3 ....................................................................................................................... 9
EVALUATING MARKETING STRATEGIES OF PRAN-RFL GROUP .....................9
3.0 Marketing Strategy of PRAN-RFL Group ..................................................................... 10

3. 0.1Customer Analysis ...................................................................................................... 10

3.0.1.1 Market Segmentation ................................................................................................ 10

3.0.1.2 Target market ............................................................................................................ 10

3.0.1.3 Market Positioning ................................................................................................... 10

3.1 Marketing Mix of PRAN-RFL: ...................................................................................... 11

3.1.1 PRODUCT.................................................................................................................... 11

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 3.1.2 Product Quality ........................................................................................................... 11

3.1.3 Product Description of PRAN-RFL ........................................................................... 12

3.1.4 Product Development Matrix ..................................................................................... 18

3.1.5 Production Process ...................................................................................................... 19

3.2 PRICE ............................................................................................................................ 19

3.3 PLACE............................................................................................................................. 20

3.4 PROMOTION ................................................................................................................ 22

3.4.1 Buy and Sell Promotion ............................................................................................... 22

3.4.2 Consumer Promotion (CP) .......................................................................................... 22

3.5 Practice of Marketing Concepts ..................................................................................... 23

3.6 Structure of Supply Chain Management of PRAN-RFL Group ..................................... 25

3.7 Evaluation of Products of PRAN-RFL Group by BCG Matrix....................................... 26

3.8 SWOT (Strength/Weakness/Opportunity/Threat): ......................................................... 27

3.9 Achievement ................................................................................................................... 31

CHAPTER – 4 ........................................................................................................................ 32
Findings of the study ............................................................................................................. 32
4.0 Major Findings: ............................................................................................................ 33

CHAPTER – 5 ........................................................................................................................ 34
Recommendations and Conclusion........................................................................................ 34
5.1 Recommendations: ......................................................................................................... 35

5.2 Conclusion ...................................................................................................................... 36

Bibliography: .................................................................................................................. 37

X
CHAPTER – 1
INTRODUCTION
1.0 Introduction

PRAN-RFL Group was started journey in 1981.This is view Observance in corporate mission of
the Group they contain over the years expand their behavior in several areas. PRAN-RFL is
biggest asset their expert team management and dedicated workforce. PRAN-RFL 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-RFL is Bangladesh's major farmer and processor of fruits and vegetables. Their contract
growers cultivate the choicest fruits and vegetables, which are processed in their modern and
hygienic factories to highest quality & international standards.PRAN-RFLfounded28 years ago
by many entrepreneurs with experience in the product market of Bangladesh. Different types of
products progressively more popular today, forecasts suggest that annual sales of such products
will grow at more than 49 percent for the next 3 years. Because our population is increasing day
by day and products needed is also increasing. To gain market share in this environment,
PRANRFL must carefully target specific segments with features that deliver benefits value by
each customer group.

1.1 Scope of the study

I have worked directly in the organization and I was assigned in PRAN-RFL group as a daily
marketing job. So I got lots of scope to know about the company and also their products.

In my repot I tried to find the present condition of PRAN-RFL group ltd and business plan..

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1.2 Objective of the study

The main objective of this Project Report is to describe the “Evaluating Marketing Strategies

of PRAN-RFL Group”.

Objectives:

1. To explore the development of PRAN-RFL group.

2. To analyze the marketing strategies of PRAN-RFL group.

3. To examine how PRAN-RFL using the marketing concept in its marketing strategies.

4. To make recommend as increase the marketing efficiency of PRAN-RFL group.

1.3 Methodology of the study

The core objective of selecting the topic is to better understand the beverage industry and its
respective marketing strategies. PRAN-RFL came into the food & beverage industry only a few
years back. The objective of my Project report was to identify whether the evaluating marketing
strategies used by PRAN-RFL for its products are communicated and perceived by the
consumers and their capability of earning according to their expense. For this several statistical
tools are used for product analysis like 4Ps analysis, matrix analysis, SWOT analysis.. The
results are shown through graphs and charts. In assessing the financial condition of PRAN-RFL,
ratio analysis has been done and graphs and charts are given to show the results. This is a
descriptive research by nature. Two types of data have been used for preparing this report –
Primary and Secondary data. The main sources of these two types of data are discussed below:

3
 1) Primary Source:
Primary data and information was collected through interviewing the management
personnel’s, customer service personnel’s and other related people. Most of the
information was collected from (Category Manager, Branch Manager and employees)
who are very much involved in the branding and marketing process.

2) Secondary Source:
Most of the information was collected from internet, newspapers, magazines, journals,
annual report, and other company publications.

1.4 Limitations of the study

The study is not out of limitations. The report has certain limitations which are described below:
The main constraint of the study was inadequate access to information. Confidentiality of data
might be another important barrier that might be faced during the conduct of this study.

Most of my research is dependent on the secondary sources rather than primary sources. Time
and cost are the key constraints of my report. Due to lack of time and increased cost I could not
properly done my report.

4
 CHAPTER – 2
ORGANIZATIONAL OVERVIEW

5
2.0 Company Profile: Past -Present-Future
History of PRAN
PRAN-RFL Group stands for Programmed for Rural Advancement Nationally. In Bangla
"Progoti Rupayone Agrani Noboddom" PRAN GROUP was instinctive in 1980. Keeping in
view the commercial task of the group they have over the years diversify their activities. Today
they are the biggest processors of fruits & vegetables in Bangladesh. They encourage contract
farmers and help them grow quality crops with augmented yields and to obtain fair prices. The
Group comprises of 10 companies. The head offices are located at Dhaka with production
facilities around the country. Their management is modern personalized to our atmosphere&
culture. Their largest asset is their competent team of hands-on-mangers &committed employees.

Agricultural Marketing Co Ltd-PRAN-RFL is the first food dispensation company in Bangladesh

to achieve the impressive dissimilarity ISO 9001:2000 certification for their quality management
system. This ultimate certification ensures that PRAN-RFL Products reach the consumers table
maintaining the highest level of quality. I addition to ISO, PRAN-RFL has got worldwide
certifications like HALAL & HACCP. They have set their goal as; “Be Number One”. It means
that they are always trying to give their customers the best product which will be in the number
one position eventually. For this goal they give their best potential labor in every stage.

After serving the millions at home successfully, PRAN-RFL has focused on exports to serve the
billions. At present PRAN-RFL is the largest exporter of agro-processed food items of
Bangladesh. In recognition of the extraordinary performance in export PRAN-RFL has achieved
the best processed agro food exports trophy for the three last consecutive years. Currently
PRAN-RFL products are regularly being exported to 142 countries of the 6 continents all over
the globe. Major export markets are Asia, Middle East & Africa.

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2.1 Corporate Mission of PRAN
Poverty and Hunger Are Curse: PRAN-RFL Food's Mission is to never compromise with quality,
towards retaining the position of market leader and sustaining it, and then reach the global
market. Today PRAN’s typical Bangladeshi taste has been well accepted throughout the world

Employment and earn dignity and self respect for their compatriots through their profitable
enterprises. Today Bangladesh is a growing market and having competition from all over the
world. We take competition as an opportunity to prove ourselves. It also helps us in improving
our quality continuously. This enables us to serve you better through Continuous Quality
Improvement.

PRAN Food dedicates its perpetual life to serve the mankind by providing them with the best
possible food, as it is the primary necessity of mankind. And it is for the kind acceptance of
people that Ahmed has come so far.

2.2 Current Situation

“PRAN” is currently one of the most admired food & beverages brand among the millions of
people of Bangladesh and other 117 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.

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.

7
2.3 The Business of PRAN
Pran agriculture marketing company limited has controlled the nine individual Business Units on
their umbrella.

I. Agricultural Marketing Company Limited (AMCL)

II. PRAN Foods Limited (PFL)

III. PRAN Agro Limited. (PAL)

IV. PRAN Agro Business Limited (PABL)

V. Bango Agro Processing Limited (BAPL)

VI. PRAN Dairy Limited (PDL)

VII. PRAN Beverage Limited (PBL)

VIII. PRAN Confectionery Limited (PCL)

IX. PRAN Exports Limited (PEL)

2.4 Location of the Markets

PRAN agriculture marketing company has spreading their product all over the country and they
launch 177 products in the consumer market. Locations of the markets are: Narsingdi,
PRANRFL Dairy, PRL, AMCL, PBL, PC, PEL, Ghorashal, Rangpur, RFL, BAPL (Rice),
Natore, PAL, PABL, Chittagong, PRAN-RFL Tea, Al- Mostafa Bread & Biscuit (Pvt.) Ltd (Sub-
contract- Biscuit),
Fulkoli Food Products (Sub-contract- Biscuit),

BramhonBaria, Ratan Foods Ltd. (Sub-contract- Biscuit).

8
 CHAPTER – 3
EVALUATING MARKETING
STRATEGIES OF PRAN-RFL GROUP

9
3.0 Marketing Strategy of PRAN-RFL Group
At first they are set up market to position of segmentation targeting positioning (STP) for their
products. This group of industries in marketing objectives is evaluating marketing strategy to
their customer.

3.0.1Customer Analysis

3.0.1.1 Market Segmentation

This group of consumer who has distinct needs, behavior demands and who requirement findings
or analyze their separate products or marketing mixes. For example: The people of different age
who have to choice of pran mango juice as like as the young generation choose pran joy juice or
the children chooses pran junior juice.

3.0.1.2 Target market

PRAN-RFL Group intention the middle class people who want verified taste food buy low
price.Then as like a consumer thinking that class people target market is highly profitable for
them. They are trying to provide high price product rather than low price of quality product for
target competitive market.

3.0.1.3 Market Positioning

PRAN-RFL Group positioning there are customer mind by offering products in their benefit.
There are target markets to competitive each and every product in the minds to position
distinctive and desirable place. For example: To position desirable place for the Mango Bar as a
taste of the happiness of their childhood, in the mind of each and every consumer.

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3.1 Marketing Mix of PRAN-RFL:

This company are analysis the market segment and find out current products strategies to
evaluate more than values of market involves 4Ps analyze (Product, Price, Promotion and Place)
each of these explained below that:

3.1.1 PRODUCT

PRAN-RFL Group is customer needs to provide good quality products. Its factory products made
by advanced technology machineries ready to capacity fulfill consumer needs satisfy and take
care products in qualified manager.
These industries products are unique and different from any other company. The arrangement of
the product category and brand name below the box:

PRODUCT CATEGORY BRAND NAME

Energy Drink Power
Cola Maxx cola
Clear Lemon Cheer up
Drinking Water Pran Drinking Water
Carbonated Beverage Braver
Milk Milk Vita
Juice Frooto (Mango, Red grape, Red orange)

3.1.2 Product Quality

PRAN-RFL Group of industries gives us the best quality product for regular life. It makes our
regular life happier. Their products contain following qualities:
 Fit and Finish: All products appear and experience approximating a quality product.
 Dependability: Each person draws on results in the same satisfaction.
 Performance: Already shows good quality performance.
 Features: Good facial appearance.
 The Name: A name that contains inferiority.
 Consistency: Each person use results in the equivalent contentment.
 Serviceability: The service arrangement professional, expert and well-situated.

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3.1.3 Product Description of PRAN-RFL
This product is available in PET bottle 250ml plastic bottle and aluminum CAN, Normally
antioxidant 0.02%-0.05% in this beverage.

POWER

Power was launch in 2009; its product is an energy drink. By having the power energy drink
everyone can feel recharge and everyone can feel themselves recharged and refresh. These
products are available 250ml bottle and 250ml CAN.

Maxx Cola

Maxx Cola is a cola flavored CSD (Carbonated Soft Drink).PRAN-RFL is the first company to
introduced full sleeve bottle packing which made the product more attractive and more hygienic
then other competing brands.

Maxx cola was launched on the 2008 and since then the product is well received by its consumer
and has attained a good market share. Now Maxx cola hold number one position in the cola

12
category of Bangladesh. The product is available in PET bottle 250, 500, 1000, 2000 ml and 250
ml aluminum CAN. Soon Maxx cola Light has been entered the market to share its journey in the
segment of diet cola.

CHEER UP

Cheer up is clear lemon flavored CSD. The packages are wrapped in a very attractive and
hygienic.

The product is available in PET bottle 250, 500, 1000ml.

BRAVER

Braver is product non-alcohol for beverage markets and no side effects. This product was launch
in 2012 and their product drinks refresh our mind.

13
BRAVER

The product is available in 250 ml aluminum CAN.

FROOTO

FROOTO is a brand for juice product that is available in three different flavors.

FROOTO Mango

The raw materials are collect from Bangladesh. Mango and Green Mango juice are made from
Rajshahi District collect mango garden cultivator delivery from pure mango.

The product is available in 250 ml, 1000ml PET bottle.

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PRAN DRINKING WATER

Pran Drinking Water is product a mineral water was launch by 2007.This products are packaging
makes attractive and common products for markets.

PRAN MILK VITA

PRAN milk vita brand consists of UHT milk, Pasteurized milk, Chocolate milk, Mango milk,
Butter, Clarified Butter (Ghee) and Yogurt. The brand entered the market in September, 2007.

UHT Milk is available in 500 ml Pak. Pasteurized Milk is available in 500 ml and 1000 ml Poly
pack. Mango and Chocolate milk is available in 250 ml Poly pack. Clarified (G-fee) is available
in 200 gm, 450 gm and 900 gm container. Yogurt is available in 100 gm and plastic container.

SNACKS
PRAN Snacks after fulfilling the huge domestic demand and helping to prosper the economy by
exporting to 142 countries in the world.

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Chips & Crackers

PRAN chips contain only identifiable element often with surprise toy gift in the packet pleasant
for the kid.

Pran Potato crackers Munchos Potato crackers Tom Tom Potato crackers

Local Ethnic Snacks

PRAN ethnic snacks in local market for low price customer tradition put in a jar. This product
any types of customer are pleasurable.

MithaiSoanpapri(small pack) MithaiSoanpapri (chocolate) Mango bar

Noodles and Pasta

PRAN noodles and pasta caters to the brand promoter says to customer it’s taste of different
flavor, so it’s instantly eat now and taste flavor.

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 The Chef Macaroni All Time Pasta
Nuts and pulses

PRAN nuts and pulses are pure healthy snacks .This product is popular in the Asian market. It’s
product spicy taste all ages consumer taste in multiple flavors.

Snacker fried peas BBQ chanachur pack Pran Dal

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3.1.4Product Development Matrix

Product Development matrix is current & new market analyze to customer needs to products
presentation, developed and diversification clear to company. PRAN-RFL is current & new
products portfolio show that below:

PRODUCT CURRENT NEW PRODUCTS

DEVELOPMENT PRODUCTS
MATRIX

Current Market Market Presentation Product Development

Company combating with the Introduced new product in the
current product in the current current market.
market.

Market Development Diversification

New Market Slanting the current product Sense of innovation, by
into a new arena/market. developing new product for a
new market.

MAXX COLA
LEMU
CHEER UP
Product Development POWER
FROOTO
PRAN DRINKING WATER

Diversification BRAVER
PRAN MILK VITA (UHT Milk)

PRAN-RFL is current new product developed for beverage market and another product also
made developed. Braver are new product and Pran Milk Vita was developed.

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3.1.5Production Process
There is a common plant for beverage production. Dosing unit is common for juice and
beverage. Power and water supply depart is common for all production. Reform, closure and
label units are common for water, juice and beverage department.

3.2 PRICE
Price is important part of the company because a company success and failure facts of Product
launched. As Company product produced consumer needs to price up and down always area
basis. The company is evaluating that type of customer to area wish facility products to set the
price. But Bangladesh beverage industry are consumer needs than competing market product
price category almost same.

Price analyzed is ultimate by PRAN-RFL Group using follow two methods:

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Market Oriented Pricing: PRAN-RFL will be that situation market acceptable to consider the
market oriented pricing those type consumer needs market price increase and decrease to
imbalanced moral market price label.

Competition Market Based Pricing: At first a competitor identify to go markets product price
and they decided to accept the product price same or not. Maximum time the beverage
competitor market product price same. PRAN-RFL product price are reasonable to another
competitors market retailer price. That why PRAN-RFL are more profitable impact the
competitor markets.

3.3 PLACE
PRAN-RFL Group of Place is large distribution channel in Bangladesh. Place are made by a
products to consume salesperson. As a salesman current product where are sales made by this
area selected place distribute. Its company make part of place distribute that’s product are sales
currently distribution. Place distribution channel is nearly from shop then salesman hurry up this
product distribute. PRAN-RFL is recruit firstly dellar’s place than given the products this place
than salesman given product this area shop place and hand to hand shop man deals with
customer. So, place is important part market place than of marketing mix.

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The place following flowchart in the PRAN-RFL is shown below:

PRAN-RFL INDEPENDENT
DI TRIBUTOR

RETAILER RETAILER

INAL CON U ER
CON U ER

PRAN-RFL Group Factory Products are stores in warehouse from distribution place delivered in
the Bangladesh. Then distribution department are allocates the products distribute the country.
These industries products are delivery from distributor place than retailer sold by final consumer.

The products are distributor companies individual who are consider to be business partner from
PRAN-RFL Group. These companies are dividing the products from warehouse than distribution
department than retailer divide products sold final consumer and market place for market
segment from some other distribution points.

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3.4 PROMOTION
Finally the last part of 4ps is products promotion. PRAN-RFL Group products promotion is
handled four department than lastly show that. PRAN-RFL is checked the market than market
evaluate the products distribution on channel than decided market wish promotion. This market
is properly communicated with customer survey than decided finally market wish segment
promotion. PRAN-RFL believes is good taste, high quality and attractive packing products than
marketing promotion. Its products value of markets area segment for customer needs wants and
demands finally promotion of markets.

PRAN-RFL is marketing promotion from four departments shown below:

Sales Department.
Events Marketing Department.
Brand Department.
Distribution Department.
PRAN-RFL has two types of promotional categories shown below:

3.4.1 Buy and Sell Promotion

All types of category products buy and sell promotion actively handled by event marketing
department. Its department are monitoring and developing actively for sales promotion. Those
departments are decided marketing and target promotion for buy and sell incentive to consumer
and customer, what types of incentive provided to customer there are money, free products and
gifts items for products promotion.

3.4.2 Consumer Promotion (CP)

The functional products are based market target for consumer products developed .Those
products are marketing strategies promotionally actively monitoring, developing and
implementing conduct from brand department. PRAN-RFL brand department are experienced
and well trained the designation show that:

Director (Brand).

22
 Executive Director (Brand).
Brand Manager.
Executive (Brand).
Officer (Brand).
Graphics Designers.
Each and every brand team member is functionally developed brand promotion. Brand team
member and event marketing team is organized conduct to place owner to sales promotion.
Brand department are sponsoring to place and event marketing team to create products
promotion. This team is always survey from consumer needs, wants and demands than actively
handle market product, price, place and promotion.

3.5 Practice of Marketing Concepts

This marketing concept are most of firm analyze their customers’ needs and make decision to
satisfy better than competition. Marketing concept relies upon marketing research to define
market segmentation fulfill their consumer needs. It’s to be satisfying those needs and marketing
teams also makes decisions about the convenient the marketing mix. Most of the firms are
practice this marketing concept.

PRAN-RFL Group is this concept to find out shortest possible time through new employees.
These industries a great position in the market of Bangladesh. They are very important for a
well-structured, well-recognized organization to grow up corporate working condition and run to
work with disciplined and smoothly handled. To my survey found that PRAN-RFL Group all
ways try to follow the Labor Act,2006.There are most of employees thinking to achieve the
organizational target with full participation and given maximum welfare.

23
 Needs, Wants &
Demand

Markets Products, Service

Evaluate &Experience

Exchange, Transactions
Value & Satisfaction
& Relationship

PRAN-RFL Group is a truly international brand to be renowned worldwide to every corner of the
world and strive to make. Implement, facilitate and design annually marketing plans change of
customer’s needs and demands. PRAN-RFL Group are support to doe current time product
customer demands and needs own market made by marketing department to improvised new
customer facilities fulfill.

PRAN-RFL Group has taken special initiative for children care sec the management team, the
management team always many events programs for special children. PRAN-RFL Group as well
as many event organizations for children and every children food or other cost bearing per
function.

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3.6 Structure of Supply Chain Management of PRAN-RFL Group
Raw material

Component PRAN -RFL Distributor Wholesale Retailer

Group

Rural Area

Beverage, snacks, plastic and many other products they are collected raw materials manufacturer
by PRAN-RFL Group. Middle East, Asian, South East are the main distributor panel of
PRANRFL main workplace. The Wholesaler are collect the product various ware houses.

PRAN-RFL Group are largest food processing and many others products manufacturing in
export by Bangladesh. These products are being exported to more than 142 countries of the
world.

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3.7 Evaluation of Products of PRAN-RFL Group by BCG Matrix

Star Question Mark

Pran drinking Chewing gum

Water Sauce Candy
ketchup pasta
Instant Power Drink
Fruit Bar
Building Materials

Cash Cows Dogs

Aseptic pack Energy Drink

Juice Instant Consumable Jelly
Tin Canned
Fruit Drink

26
3.8 SWOT (Strength/Weakness/Opportunity/Threat):

Figure: SWOT Analysis of PRAN

27
Strengths:

1. Brand image: The main strength of PRAN-RFL is brand image in the field of juice is
PRANRFL mango juice. It comes to the market by pure local mango and in a favorable price.
Now they are exporting PRAN-RFL in abroad. When they think about juice obviously they think
because PRAN-RFL uses local fruits as ingredients and they maintain quality. PRAN-RFL has
huge foods & drinks Varity.
2. Attractive packaging: For PRAN-RFL use a bottle with attractive shape as well it is leak
proof. The bottle is not much heavy like other competitors. The firm ensures leak proof product
and product taste will remain same overtime.
3. Availability: As a consumer if I have to struggle to get a product from the market then
obviously I will not further go for that. So keep in mind about market demand PRAN-RFL
ensures PRAN-RFL availability in all macro cities of the country. For the PRAN-RFL it ensures
one get enough amount of juice even in the remote island of Bangladesh.
4. Affordable Price: As a consumer if a product price is not affordable for me or if others
charge lower, then apparently I will go for consuming others product. So that’s why PRAN-RFL
is affordable for anyone and as well quantity product.
5. Event marketing: To enhance and make consumers aware about PPRAN-RFL mango
juice different types of event marketing taken into account. PRAN’s main event is “PRAN-RFL
Competition”.

6. Sponsorships: Different types of Cooking Program presented in various channels of

television have been sponsored by PRAN-RFL. Moreover in Bangladesh PRAN-RFL sponsor
different cooking schools, sponsor women sports, women’s conference, meetings and so on.

7. Adaptability with consumers‟ preference: The Company always collects consumers’

feedback based on that they add or remove ingredients if needed More over search information
are the consumers ready to taste a completely new item.

8. Local ingredients: PRAN-RFL always try to use totally local ingredients to produce
juice and any other product. The Company considers local ingredients as customer preferences as
well as better quality.

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Weaknesses:

It is the portion where the firm has lacking. Some are inherited from the environment.
PRANRFL tried its best to transform the weakness into strength and in some field. It is capable
of some inadequacies of PRAN-RFL is given below.

1. Reaching root levels: The main consumers of PRAN-RFL are the city dwellers. So it is
still unable to spread product to the root levels of the country.
2. New regulation set by BSTI: BSTI (Bangladesh Standard Testing Institution) set a new
rule for producing juice that the firm cannot use only the meat of fruits.
Mango of Bangladesh is so vulnerable against insects. So the firm has to take mango
from Rajshahi. Moreover raw materials are not available all over the season.
3. Common advertising for all types of foods or drinks.

4. Low advertisement

5. Confusing advertising

6. Market size is small

7. Distribution is time consuming.

Opportunities:
It indicates the fields where the company can expand its business. Moreover company is now
designing its PRAN-RFL according to the taste and choice of the people of different countries.
As a result PRAN-RFL exports PRAN-RFL for the people of Saudi Arabia. By focusing on this
company can profitably satisfy customers.
Some opportunities are given below:

1. PRAN-RFL outside the country: From the year 2003PRAN-RFLstarted its exporting
business outside the country. Its focusing market is Middle-East countries like Saudi
Arabia, Dubai, Malaysia. Moreover PRAN-RFL starting its business in London by
matching quality with other well has known company. Some portion of New-York is also
captured by PRAN-RFL successfully.
2. Support farmers to produce more fruits: PRAN’s current all of mango juice market is
expanding, so to meet excess market demand they need more raw materials and that is

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 mango. Because of using pure local raw equipment the company has to purchase more
fruits from the market. It cans authority fruits farmers to grow more because they can sell
those to PRAN-RFL indirectly.
3. Increasing dual income couples: Now-a-days dual income couples are increasing in
Bangladesh. So females have not enough time to make house made mango juice. So they
are now purchasing readymade juice to satisfy their needs. PRAN-RFL can easily satisfy
those parts.
4. Potential customer

5. Converting non user to customer 6.Production cost is low then others.

7. Offer different packages.

8. Advertise should be meaningful.

Threats:

Homemade juice: Still the women of our countries have enough idle time. So they do not go for
purchasing readymade juice. More over they think those juice quality are not satisfactory. That’s
why they juice pickles by themselves.

Regulations set by BSTI for seedless chutney: BSTI launched a new regulation in terms of
making juice. According to that regulation no company can use seeds when make juice. Every
company has to use only the meat of the fruits.

Losing customers because of fake companies: Now a lot of fake juice producing company exists
in the market. Those do not use hygiene factors as well safe ingredients. As a result people suffer
from many diseases after consuming that mango juice. So people losing their faith on mango
juices.

1. Direct competitor (Arong, Bd food)

2. Government regulation.

3. Selective Low price from competitor.

4. Wide Varity (BD FOOD)

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3.9Achievement
Pran Agricultural Marketing Company limited is the leading agro group in Bangladesh. It has
been conferred the Best National Export Trophy (Gold) for the years 2004-05, 2003-04 and
2002-03.PRAN-RFLalso achieved the most prestigious export trophy earlier in the years of
2001-02, 2000-01 and 1999-2000.PRAN-RFLachieved this award for the last 6 consecutive
years for their export promotions. This is the highest award in the export sector in Bangladesh.

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CHAPTER – 4
Findings of the study

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4.0 Major Findings:

 Inexperience, inexpert and unreliable persons are in the company. This is the main
lickings of the company.
 Personal care is not in satisfactory level.
 There is no way to get effective customer’s feedback because they have no channel to
collect this type of information.
 Employee productivity is so low. There is no sufficient trained employee.
 Employee performance is not up to the level.
 PRAN is not concern about employee satisfaction.so that productive is going low.
 Service department is not reliable, so that customer reliability from the company is going
down.

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 CHAPTER – 5
Recommendations and Conclusion

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5.1 Recommendations:
Through the performance of PRAN-RFL group, Bangladesh is found in the satisfactory level but
the following important positive steps may be taken to improve its product and service and to
face competition in this sector according to my short observation.

 Experience and expert personnel should be kept in the company.

 Increase personal care for the customer.
 The company should set up effective channels for customer’s feedback and use the latter
constructively.
 Effective training may increase the productivity of the employees.
 So proper training and incentive must be offered to the employee to generate higher
net profit, total asset and loan per employee.
 The employee should be upgraded as per their performance.
 In order to get higher customer satisfaction, PRAN-RFL has to concentrate more on
employee satisfaction, which will lead to more quality of service?
 Service department should be more reliable in ensuring that customers are constantly
aware of their services.

In the contest of Bangladesh, it is difficult to make accurate forecasting about the future prospect
of the business as the external environment factors are continuously changing and creating a
good number of barriers in the business sector. Continuous improvement, gaining the
competitive edge, increase the market share, higher profits-none of these things are possible
unless they can find new ways of getting closer to the customers.

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5.2 Conclusion
PRAN GROUP is a very well-known national figure in Bangladesh. They are the leading food
processing company in our country and are believed to be processing about half of the
horticulture produce that goes to the processed channel in the country. So, the company has a
very well reputation for this society. The company produces and distributes fruits juices, snacks,
confectionery, culinary products, dairy and soft drinks. It enjoys a strong brand reputation in the
country and exports its products to 63 countries. Pran’s product is internationally certified to
export many countries of the world. Already PRAN-RFL had nominated for the trophy for
creating export market all over the world.

Bangladesh is a very fast growing free market economy. We have cheap labor comparing to
other countries, so PRAN-RFL is producing high quality products than others at a lower cost. So,
they are contributing our economy by initiating such a business that is satisfying our need as well
as doing business beyond the frontier. PRAN-RFL is earning valuable foreign currencies in the
country every year by exporting their products. As Bangladesh is import dependent country, so
we think Pran’s step is helping us to have a positively balance of trade.

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 Bibliography:

 http://www.pranfoods.net/, accessed on August 22. 2017.

 http://www.wikipedia.org/, accessed on August 23, 2017.

 http://www.scribd.com/search?query=pran+foods+and+bevarage+report, accessed on August

25, 2017.
 http://www.scribd.com/doc/41507832/AMCL-Pran-Finincial-Performance, accessed on
August 29, 2017.
 http://www.scribd.com/doc/24622098/Intern-Report-Updated, accessed on August 30, 2017.

 http://www.pranrflgroup.com/ accessed on August 30, 2017.

 http://www.pranfoods.net/ accessed on September 6, 2017.

 http://en.wikipedia.org/wiki/Pran_Group accessed on September 6, 2017.

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