Term Paper on Brand Book in PRAN Juice Company

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Executive summary:

PRAN group of companies is one of the leading business institute of Bangladesh. We have prepared report is based on PRAN Juice Company. To prepare this report we have followed product and brand management and marketing research methodology for target market.

PRAN 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. PRAN group also trying to beat the competitive market by doing different types of business. PRAN always try to invent unique product for the customer that will also help to increase the profit margin and achieve the highest market share then competitors.

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Introduction: This term paper is being conducted to know how to prepare brand book. This lesson considers the basics of Product and brand management course. Methodology: To do all this things we need much information therefore we have collected this information form both primary & secondary sources. (a) Primary sources:

Data collect by face to face communication those who are taken the service from different brand in the Bangladesh.

We using Microsoft word and excel to find out the result.

(b) Secondary sources: Books, some research report . Lecture sheet

Benefits: As a student we have learned the procedure of prepare a brand book. By making this brand book we have gathered knowledge about branding.

Limitation of the report: During the study of the report we have faced following problem

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Time is not enough for such an extensive study. Information relating to the topic is very sensitive that is why secondary data have been in some extant.

Brand Book

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PRAN Company profile:

PRAN is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. PRAN also being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh. PRAN 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 our 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. Today, our 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. We intend to expand our presence to every corner of the world and strive to make PRAN a truly international brand to be recognized globally. Since PRAN is a huge industry with Varity of products, we will mainly concentrate on the PRAN JUICE sector.

Business Strategy
OBJECTIVE:

Become as the Best juice company in the Bangladesh Improving the customer satisfaction through the good quality of products

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 Turn in profits in every year of operations. The creation of unique, innovative and healthy products that will differentiate pran suger free smoothy from local juice. Four new Outlets in next five years in other city of Bangladesh KEYS TO SUCCESS FACTORS: Employee training to insure the best juices preparation techniques. Marketing strategies aimed to build a solid base of loyal customers. The products we serve are of the highest quality. We combine this quality with great service and atmosphere. Customer satisfaction with high quality juices and services. Competent management staff whose makes the juices and shakes fresh and good quality. Management that treats every employee equally. We create an atmosphere where employee's love coming to work and can earn good money. Our commitment to providing excellent quality Juices at all times. Excellent Customer Service. Quick delivery and each customer will be treated as would an honored guest in our homes. Product quality, not only great food but great service and atmosphere. The creation of a unique, innovative, upscale atmosphere that will differentiate.

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Target Market:
According to geographic location PRAN JUICE products have no specific area that it serves, rather it tries to cover the whole country and abroad. The target market of PRAN JUICE is wide. It satisfies people of all ages through its variety of juice products. PRAN Junior mango JUICE mainly targets the childrens from the age of 4- 10. Its marketing strategy for this product is also made very interesting and colorful for the kids. PRAN Frooto is targeted towards the young adults and teenagers. Its advertising is also made with more energy to make a point on the young minds. PRAN Mango JUICE is their basic product which targets all age groups from young to adults. Its main attraction is focused towards family and couples who would enjoy it as a house meal or in parties. Due to their wide target market and differences in marketing plans for each target market, it makes PRAN JUICE a success.

Sales trend:
Many juice companies are already established. We determine our competitor as ACME, SLICE,SHEZAN, FROOTIKA etc. Our company will be based on beverage products. We mainly want to produce a type of juice which is different then other juice manufacturing companies. We wish to achieve a so much customer and consumer response. It wills our betterment of our company. We want to get best wishes to our target customer and also the mind of the customer will obviously great beliefs of our products. Because we mention that, our product will free harmful chemicals. We expect the sales will be in next year approximately TK 5.50 corer. Our product cost is TK 3,30,50,000. The return on investment is 20% expected.

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Competitor analysis:
The following SWOT analysis captures the key strength and weakness within the producer and describes the opportunities and threats. S-strength:

BSTI approve High quality product offering that will exceeds competitors, quality, price, and services Less expensive Availability in the market Economic- profitable business Lack of modern technology Lack of promotional activities Huge competitor s. Availability of raw materials Increasing demand Export to foreign country Increase of competitor Increase cost of raw materials Introduction of advance technology

W-weakness:

O-Opportunities:

T-Threats:

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Competitor is most likely to react when the number of firms involved in small, when the product is uniform and when the buyers are will informed. When there are several competitors the company must guess each competitors reaction. Our main competitors are

Acme Juice PRAN Juice Slice Frutica Juice Shezan Juice

The competitive advantage of PRAN JUICE company areOwn production plant: PRAN JUICE Company has their own production plant in Bangladesh. Established their own production plant with the capacity of 250 BPM, and beside that they newly installed higher capacity of 500 BPM. So they dont need to depend on others.

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Research & Development: They have well-established research & development department where they research over their existing product concentration & try to develop it. They also do researching on different taste of their products. They have highly qualified employees for their research & development dept. Brand image: They have the most dominant brand name in Bangladesh; they made their image for their brand name PRAN. Whenever people think about juice, the first name that comes into their mind is PRAN juice. This shows how popular they are and how strong is their brand image.

Production plant:
Juice extraction: Firstly the oil is removed. This process is carried out without causing damage to the fruit. It is done to avoid undesirable flavors and obtain the highest possible level of aldehydes.

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Secondly the juice is extracted. The technology used involves cutting and squeezing the orange and is different to many of the In-line systems used. The HRS process does not damage the peel and therefore avoids contamination of the juice.

Thirdly the juice is separated from the husk and the seeds. With this process we reduce the bitter constituents, obtaining a low reading for quick fiber and a low viscosity in NFC.

The resultant juice has a minimum content of the bitter constituents, an agreeable colour, minimum natural oil content and an increased number of intact juice cells. The Limonina content is also reduced. The average cell size in the pulp is increased with a higher percentage of floating pulp.

We must also highlight the fact that the process does not use water during the extraction processes, the energy consumption has been optimized and the contaminants contained in residual water have been minimized. CIP CLEANING SYSTEM: The CIP (Clean in Place) cleaning system used by HRS Spiratube is centralized with automatic control of the parameters. An outstanding feature of this design is that it has automated practically all of the cleaning operations required in the plant.

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THE JUICE MIXING ROOM: The principal components are automatic systems for mixing the product, controls for the components and the CIP cleaning operations. Mixing takes place in tanks fitted with agitators in which we can programs the proportions of the various constituents. The mass transfer of the constituents is carried out using centrifugal.

SHIPPING:

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The shipping area contains the chillers used for loading and unloading the tanks. These chillers use MX and AS type heat exchangers that generate the best heat transfer coefficients. The products must be chilled down to between 0C and +2C.

Graphical outlook of the manufacturing process:

PROMOTIONAL STRATEGIES:

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Pran juice use different sources to communicate their target market. Pran juice use those sources on that the more customer attract like Local Cable, Newspapers, Billboard and when they lunch any scheme in juices they use pamphlets to aware their customer. Pran juice uses the channel to attract the customer and give fully information about juices through these Electronic media. As our target consumers are Old, Children and all health conscious people, for this reason we promotion our product to give advertise in television, radio. We also use vehicle writing method and posturing for our product advertisement. We also promotion our product with the help of our packaging system. In packaging we mainly follow that the product will packaged in an attractive form, that make consumers interest on our product. It packaged in different levels in variation of quantity. So people can afford it easily.

PRICING STRATEGY: PRAN juice company selling its juices at price added cost and profit margin and also keep in mind the key competitors price. PRAN juice provides its customers quality fresh juices that provide customer good health and enjoyment. PRAN juice is a big price objective that they provided high quality and taken premium price to its customer. PRICE STRUCTURE: Retailers Product name Mango Juice(500ml) Mango Juice(900ml) Orange Juice(500ml) Orange Selling Price 25 45 25 48

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Juice(900ml)

Budget:
PRAN Juice income statement For the year end 31st dec,2011 Revenue: Net Sales
Less: Cost of Goods Sold:

5,55,00,000.00 0 1,15,00,000.0 0 3,50,000.00 1,18,50,000.0 0 17,04,500.00 1,01,45,500.00

Beginning Inventory Add: Purchases Freight-in Less:Ending Inventory Total Cost of Goods Sold Gross Profit Less: Operating Expenses: Advertising Maintaince Salaries & wages Building Rent

45354500.00

29,00,000.00 30,000.00 10,90,000.00 16,60,000.00

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Repairs Depreciation (Land Depreciation Office Expenses Miscellaneous Professional Fees Telephone Utilities Marketing Van Packaging Cost Operating Profit Less: Interest Expense Net Profit Before Taxes Less: Tax (40%) Net Income

8,15,000.00 1,50,000.00 1,63,400.00 50,000.00 90,000.00 1,70,000.00 90,000.00 99,000.00 1,60,000.00 23,00,000.00 97,67,400.00 35587100.00 53,30,200.00 30256900.00 12102760.00 18154140.00

Source of application of Fund:

Our total equipment and capital is taka 11 crore and we have taken a loan amount of taka 4 crore to improve our product quality. Now our total capital is Taka 15 crore. The amount of taka 15 crore that we have in which areas we use this money is given below: Plant and Machinery TK. 4, 35, 00,000.00 Transportation Cost TK. 25, 00,000.00 Staff Vehicles for the corporate Office TK. 23, 95,000.00 Computer TK.11, 25,000.00 Land &Building TK. 1, 94, 94,965.00 Cover Van TK. 35, 00,000.00 Furniture and fixture TK. 18, 54,325.00 Freezer TK. 25, 26,500.00 Total Used TK. 7, 68, 95,790.00 Cash in Hand TK. 4, 75,00,000.00

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Conclusion:
PRAN 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. PRAN group also trying to beat the competitive market by doing different types of business. PRAN always try to invent unique product for the customer that will also help to increase the profit margin and achieve the highest market share then competitors.

APPENDIX
In case of brand book we have researched other competitors marketing strategy and their products. Among them, Acme is remarkable. We kind of designed our brand book to bit this strong market leader. As a secondary information sourse, we have usedWebsite 1. www.google.com 2. www.tatamcgrawhill.com 3. www.pan bev.com 4. www.bplan.com 5. Business Plan Pro Software

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