Вы находитесь на странице: 1из 19

Introduction: 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.

Our Mission & Vision:

Pran Mission: To generate employment and earn dignity & self-respect for our compatriots through profitable enterprises. . Our Vision: Improving Livelihood. Quality maintenance and improvement. Satisfied customers. Hold on to the current customers and again gain customer loyalty.

Gain competitive advantage over all the competitors. To double sales and expand production capacity every 7-8 years. To become one of the biggest names in international fruit and vegetable processing industry

Products: 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. Juice Drink Bakery

Carbonated Soft Drink

Snacks

Culinary

Confectionary

Biscuits

Dairy

Our Corporate Values:

Consumer Care: We view our consumers as our king and us as their laypeople. Our consumers have given us such success for so long years. So, we care about our consumers. ...More >>

Supplier Care: Our native farmer is our supplier. We collect major portions of our raw materials from them. We give values to their activities. Most of our farmers were deprived of getting proper price for their produces. ...More >>

Employee Care: Our employees are our best resources. We give values to our employees creativity and innovation. Our culture begins with our four values that drive everything we do: Integrity, Continuous Innovation, Involvement and self-respect. ...More >>

Trade Care

Our trade partners are our great support. Through them, we reach to our ultimate consumers. They provide support to all our promotional activities and merchandising program. We care for our trade partner. Now, we have a customer care wing to listen to them. We aim to build a strong long term business relationship by taking them through the journey of relationship disposition funnel and expect them to become our Advocates in our Business. We care about their needs in the following ways:

By giving product in right price, right quality, at right time and trade benefit By giving them special service like upcoming demand trends, By giving them sample products, By giving them promotional sales competition, By giving product replacement opportunity for any damaged or expired product Moreover, at distributors business area, we arrange TRADE MEET where we give them proper training about how to handle their demand and supply management in their area. We recently have started PCC (PRAN Customer Care) where our trade partners can talk directly by making phone call to a unique number: +88-01973-737777. We will support them in the following ways:

By listening to product complaints, By providing information about price of product, By giving information about address of dealer point, By giving proper solution for any unwanted situation associated to our business.

Product Line: Among many of their products PRANs main product is their fruit juice and fruit drinks, which is very popular among the existing market. The product line is:

Fruit juice in glass bottle (returnable): It is hygienically produced by state-of-the-art machinery. Available in mango flavor, made from fresh local ripe mangoes. Fruit juice in glass bottle (non-returnable): This category of juice is found in non-returnable glass bottle in flavors of mango, guava and orange. Fruit juice in aseptic pack: Available flavors in this category are: mango, lemon, orange, pineapple, guava and mangopine. Fruit juice in can: The fruit juices in cans are hygienically produced by state-of-the-art machine from flavors of mango, orange and guava. SWOT ANALYSIS: Strengths: Government support: Being the biggest local force in the industry AMCL always had government by its side. Government has been supporting PRAN in many ways like subsidies, export subsidies, tariffs on foreign competitors etc. First movers advantage: PRAN entered the market when the product was still very new to the consumers and there was little or no presence of any other local companies with such investment. Therefore PRAN had the first movers advantage which they are still enjoying till now. Internal strength: AMCL has a very powerful management team to guide a strong gigantic workforce. Despite its huge size PRAN has been able to maintain labor productivity and increasing sales. Its labor productivity is twice as much as any other local company in the market (Not foreign companies). Market share: PRAN AMCL has a great competitive advantage over the other competitors. As mentioned earlier it is the largest fruit and vegetable processing industry in Bangladesh and holds the biggest share in markets in Bangladesh among the local companies. PRAN has the largest sales in fruit drinks after Coca-Cola and PepsiCo. Weaknesses: External threats: Too much competition from international organizations, for example Coca-Cola, PepsiCo, RC-Cola, Virgin Cola, Rasna (India), Shezan (Pakistan) etc. Internal weaknesses: Large size of the business and workforce makes it difficult to manage perfectly. As a result it often causes internal conflict. Opportunities Existing competitor of the current market is not that much strong which the pran company has. Pran can be export to other countries. Existing distribution channel is being used. High growth rate in this industry. Threats Competitor can produce the same product.

Downward pressure on pricing. Political instability, economy etc. New innovation from other competitors could be a threat.

PRAN Hand Wash

Pran has diversified & started to produce a new product. It is a forming hand wash, comes with different fragrance. It contains Aloe Vera for moisturizing the skin. Other anti bacterial ingredients are included in the product. Product weight is 200 ml, Tk 85 per bottle.

Competitors:

At present the hand wash market in Bangladesh is at its growth stage. Four main competitors exist inthis market. But these products hardly offer any variety. Competition is mainly from Lifebuoy, Savlonand Dettol due to their bran equity. Our main challenge will be establishing a new brand in the currentmarket. The competitors review is listed below

Unilever: Unilever launched the brand lifebuoy and the product was anti bacterial soap.Then it launched lifebuoy liquid hand wash of two different colours. Lifebuoy handwash is currently offering the market 200ml bottles and also Refill packets. It emphasizeson the guarantee on killing 99.99% bacteria that can harm health. At present it is themarket leader.

ACI: ACI launched the Savlon handwashing liquid and currently offering 250ml and1000ml bottles. No other variety is offered by ACI.

Reckit Benckiser: Reckit Benkiser has launched Dettol Anti Bacterial Liquid Handwash with a tagline Be 100% sure. It also offers 200ml bottles and no other variety.

Square toiletries ltd.: Square Toiletries ltd., a successful personal care product manufacturer recently launched Sepnol Anti Bacterial Hand wash of 200 ml bottles. But it hasnt achieved its break-even point yet.

Brand positioning: Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focuses at all points of contact with the consumer. Brand positioning must make sure that:

Is it unique/distinctive vs. competitors? Is it significant and encouraging to the niche market? Is it appropriate to all major geographic markets and businesses? Is the proposition validated with unique, appropriate and original products? Is it sustainable - can it be delivered constantly across all points of contact with the consumer? Is it helpful for organization to achieve its financial goals? Is it able to support and boost up the organization?

In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customers views and opinions

Our Strategies: By doing an effective INTREGATED MARKETING COMMUNICATION By offering amazing fragrances along with attractive packaging To increase Brand awareness by 30% within 12 months

Demographic andTarget market segmentation: Gender: Both Male & Female Age : 5+ Geographic: Urban Areas Any income level.

Target Segment Health conscious people

Customer needs

Associated products and its benefits Protections from germs ;Pran Clean Total and a healthy life Anti bacterial hand washing liquid soap Protection from germs and a healthy life for their kids Suitable Hand wash products for their Pran Clean Kiddo Anti bacterial hand washing liquid soap Milder Liquid hand washing soap

Mothers/parents

childrens delicate skin Harmless Kid friendly

Swallow proof and No more Tears No Sharp edge Packaging and use of popular cartoon characters to design the bottles which can be collected. Pran clean Famine Anti bacterial hand washing liquid enriched with moisturizer and Aloe Five types of Fragrances: Red Rose ,White Jasmine, Tangy Orange, Soothing Lavender and Mystic Sweet Pea Feminine Package using Pastel shades of clours, Slender bottles, Pran Clean Men Anti bacterial hnd washing liquid. Masculine fragrance range including Tough Wood, Cinnamon Earth and Cigar Lust. Fuller Bottles and use of darkcolours Pran Clean All Time

Women

Protection from germs withput drying the skin Smells nice Feminine Feeling while using

Men

Protection from germs Masculine feelings while using

Working People/Outdoor People

Protection from germs anytime and anywhere

House Holds

Protection from germs, easy to use and keep

Anti bacterial hand washing kit.A portable folded packet containing two types of tissuesoap infused tissue and wiping wet tissue. Pran Clean Total Anti bacterial hand washing liquid bottles with push out nozzles and stick on technique

Corporations

Continuous supply of hand washing liquids for public use Containers to keep liquid hand wash

Pran clean GB Anti bacterial hand washing liquids of mega size bottles. Service given to set hand wash holders in the required places for free.

Themes for Pran Hand Wash: Stay fresh 24/7 Natural Fragrance with Pran Notun Pran Handwash Pran maney shojibota Nijer poricchonota nijer dayitto Kom khoroche handwash Na korle shorbonash!!! The germinators Amrai desher shirshe

Marketing Strategy

Positioning Pran always try to position their product through image differentiation, related marketing, and product differentiation. We will use logo and short advertisement so that people can consistently see the advertisement so the product will occupy a clear, distinctive, and desirable place in the mind of the consumer relative to competitors product. We will use USP (Unique Selling Proposition) for their product. To do brand differences that make a better differentiation or that has the potential to create company costs as well as customer benefits. A difference is worth establishing to the extent that it satisfies the following criteria. Important Distinctive Superior Communicable Affordable and Profitable Distribution Process: Pran maintains a four-tier distribution channel. The PRAN Company does not more retail sale directly from the production center, It move form factory to dealer's agents, agents to wholesalers, wholesalers to retailers and finally retailers to consumers. The industrial buyers mainly sell the product to the wholesalers. They also sell it to retailers besides the wholesalers. The wholesalers mainly sells product to the customers besides the retailers. They also sell to the customers beside the retailers. The customer mainly collects it from retailers. Wholesalers of the company are trained and contractual. The company divides sales territories among the wholesales. It provides commission and other financial facilities to the wholesalers to motivate them. The company does exclusive distribution. It has power of controlling wholesalers.
We show our distribution channel in chart below:

Manufacturer

Dealer Wholesalers Agent

Retailer

Customer

Promotional Policy: Promotional Mix consists of four major modem of communication these are: Advertising, personal selling, sales promotion and publicity. PRAN Hand Wash Company uses all above promotional strategy to enhance its sales.

Promotional Mix and Media Mix: Promotional Mix of four major modem of communication these are: Advertising, personal selling, sales promotion and publicity. PRAN Juice Company uses all above promotional strategy to enhance its sales:

Advertising:
Advertising is one of the most common tools that the company uses to direct persuasive communications to longer target buyers, consumer and public. It is aware of the consumer about its quality, price and consumption pattern.

Advertising can be done in various ways such as:


a) Television: TV is the biggest media in Bangladesh to reach the consumer. The firm realized it and started to spend for TV advertising of pran Hand wash. b) Radio: Most of the people of Bangladesh live in village. Radio is now available everywhere. Radio can build up good appeals. So, the company emphasizes advertisement on radio. c) Newspaper: Newspaper is an important media .A company can easily reach to the target customer through newspaper. Almost all the daily newspapers have been used for the advertising of PRAN in Bangladesh. Such as, The Daily Prothom-Alo, The Daily Ittefaq, The Daily Amar Desh, The Daily Shamokal, The Daily Nayadiganta, The Daily Observer, The Daily Star, The Daily Jugantor, The Daily Janakantha, The Daily Manobjomin etc. d) Cinema: Some people especially middle lower class enjoy cinema. So to increase sales volume the company has to arrange advertisement through cinema. e) Magazine: Various kinds of Magazine are published in Bangladesh and a specific target group of is reading these magazines. So to create attention the company has spent a large number of amounts for advertising in the magazine.

2) Personal selling:
Personal selling is one of the most important to the firm. Personal selling creates a good relationship to the dealers, distributors, wholesales, retailers, with customer or others of PRAN. So, the company's sales people also play a vital role there.

3) Sales promotion:
Sales promotion is another essential ingredient in marketing campaigns. Such promotion consists of diverse collection of incentive tools, mostly short term, designed to stimulate quicker and for greater purchase of particular products or services by customer, where advertising offers a reason to buy PRANs product by trade promotion and Consumer promotion such as discount, incentives, coupon gift etc.

Publicity:
PRAN in Bangladesh uses some publicity, the company frequently provides the material for publicity in the form of news releases, press conference and photograph.

PROFILES OF MAJOR MEDIA TYPES


Medium Newspapers Advantages Flexibility; timeliness; good local market coverage; broad acceptability; high believability Good mass market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses High audience selectivity; flexibility; no ad competition within the same medium; allows personalization Good local acceptance; high geographic and demographic selectivity; low cost High and demographic selectivity; credibility and prestige; high-quality reproduction; long life and good passalong readership Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity High selectivity; low cost; immediacy; interactive capabilities Limitations Short life; poor reproduction quality; small pass-along audience High absolute costs; high clutter; fleeting exposure; less audience selectivity Relatively high cost per exposure; junk mail image Audio only, fleeting exposure; low attention (the half-heard medium); fragmented audiences Long ad purchase lead time; high cost; no guarantee of position Little audience selectivity, creative limitations Small, demographically skewed audience; relatively low impact; audience controls exposure

Television

Direct mail

Radio

Magazines

Outdoor

Online

Since our budget is limited we will not be using all of the media to advertise but we will select the media that can gain higher impressions.

Review of our media selection and Budget: Most of our budget will be allocated to the four major media:

Television Newspaper(print media) Radio Internet

Other Allocation: Outdoor(Billboards or Posters) Sponsoring and event organizations Additional campaign costs

TV advertising:
Now a day there are a lot of alternative forms of advertising a product which are getting more and more popular day by day inBangladesh. But till now television advisement is the most effective and popular medium of advertising a product or service.

The tariff structure of advertisement varies depending upon the type of media and the time or space used. A 30-seconds advertisement on Bangladesh Television is charged Tk 9,450 at peak hours (7 PM till the end of day's transmission) and the amount increases by surcharge (50% for fixed time, 70% for immediately before or after the news, 80% for mid-breaks in films and 100% for mid-break in news). Rates are almost half during transmission hours before 7 PM. The commercial time allowed to a sponsor in a 60-minute programme is up to 180 seconds and the rate charged per episode or programme is Tk 80,000 early time, Tk 100,000 for peak time. Bangladesh Television offers a discount of 25% on advertisements of books and magazines not containing any advertisement and activities of registered cultural organizations and voluntary organizations. Guidebooks for admission tests and competitive examinations, test papers and publishing houses do not get this discount facility. Bangladesh television however, imposes an additional surcharge of 60% on spot and sponsored advertisement for all products, which are produced or assembled outside the country.

We will show the ad at peak hours after 7 pm because most of the people watches tv on that time.

In house and outdoor in Bangladesh: Advertisement media in Bangladesh can be classified into two categories based on the placement strategy - Above the Line (ATL) category and Below the Line (BTL) category, each claiming about 50% of the total revenue. ATL includes newspapers, magazines, radio, television, and satellite and cable television. Placement strategies under BTL includes event management, in-house advertisement (company performing own advertisement) at point of purchase, outdoor advertisement (billboards, hoarding, neon signs, and bell signs), innovative activities (jatra, street drama) and advertisement on vehicle bodies or fliers. The market size of the formal advertising agencies accounted for about Tk 2 billion , while, in-house and outdoor advertisements by manufacturing or service providing companies and the informal agencies (non-registered agencies and individuals) accounted for about another Tk 1 billion.

Radio: Rates charged by the Bangladesh Radio are much less: Tk 600 for each

transmission of a 15-seconds advertisement from 1st to 51st time. Bangladesh Radio charges Tk 45,000 for sponsorship of a cricket match and Tk 30,000 for that of a football match.

Newspapers:
Advertisement tariff for newspapers varies between Tk 400 and Tk 800 per column inch in inside pages; it is about three times higher in back pages.

Internet or E-commerce:

E-commerce model:
E-commerce is the buying and selling of goods and services over electronic networks. The models map out different configurations

for the flow of goods and money. One of them is

Private Office Model:


The office model is an extension of the company website which is only visible
public site

CUSTOMER

to the client. The client is provided with a user ID and password. This model is best suited to service businesses with high- value products. It also works well for collaborative projects or

security

e-products

transactions or for services or markets with complex security arrangements.


E-commerce website will attact the customers to buy a certain product from home

Billing