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1.2Background of the Study:

This term paper has been prepared as a part of the partial fulfillment of the course Principle
of Marketing (MKT-101) of the Business Administration Department of the East West
University. Our course instructor honorable Mashruha Zabeen has assigned us this report as
a part of the course, limelight on 4ps & STP concept of a branded Bangladeshi Pran Drinks.
She has authorized the task of writing this term paper on a group basis.

1.3Objective of the Study:

STPD & 4ps concepts are one of the important studies for starting a new business or to
survive in the market or to make improvement in the business selection of strategy is very
important & critical also. In the competitive age without marketing strategy organization
cannot survive and run the organization successfully that is why strategy is important for all
types of organization. The objective of this study is to understand, how the organization
follow STPD & 4ps concepts. This will help us bust our knowledge on the practical practice
of STPD & 4ps concept.

Understanding the marketplace

Managing marketing information
Consumer market and consumer buyer behavior
Segmentation, targeting and positioning the product
Product, service and branding strategies
New product development
Pricing considerations and approaches
Pricing strategies
Marketing channel and supply chain
Sales promotion
Creating competitive advantage

1.4Data Collection Method:

This report has been developed using both primary and secondary data collection from the
related people including existing vendors, service providers and most importantly the sales
force members. The internet was widely accessed to find vital data regarding the current
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trends and the organizational data. We have adopted the under mentioned methods to
conduct the activity-

In the next step, we determined the source of information that would be required for study.
We used both primary and secondary data to conduct the study.

Primary Data: We have collected primary data by interviewing employees of PRAN Products
Ltd. Primary data were derives through discussion with the employees of the organization. We have
collected primary data in the following ways:

Face to face interview with employees.

Observing the retailer shops.

Secondary Data: Different types of data are used in this study. Sources of secondary data are
as follows:

Internal source.
Annual report of the company.
Previous research report.

External Source:
Different books and periodical related to marketing concept.
Other internship reports
Friends suggestions

1.5Limitations of the study:

It is quite impossible for us to prepare a report without limitations. Lacking of information was
a big factor. We have to depend heavily on the various websites. As there is not that much
options for comparison with other brands that causes a problem. We conducted the survey
during our ongoing course, thus facing serious time constrains. Employees of the organization
were not that much free to share there every marketing policy. Thats why we had to serve the
market & customers, which was really tough during our ongoing courses.
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Organizational Profile

Company History: PRAN stands for Program for Rural Advancement


The largest fruit and vegetable processing industry in Bangladesh with countrywide distribution
network AMCLs PRAN is an established brand of Bangladesh with an extensive sales force all
over the country. PRAN have a well-developed infrastructure for production, sales and
distribution. PRAN has proven itself as Local product but of international standard.
AMCL was launched in 1985 as an agri-business venture to:

Serve small farmers with inputs.

Marketing farm produce for profits.

Organizing contract growers to grow specific crops.

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Exports of agricultural products.

Soon it was apparent that a processing facility was imperative for a sustainable venture. AMCL
therefore set up a factory on 8 acres in Ghorasal with machinery for bottling and canning in May
1991. The factory has expanded substantially over the last 9 years in all spheres of food
processing e.g. bottling, canning, pulping, pickling, concentrating as well as installation of
Bangladeshs first Tetra-Pack facility and a modern Extrusion plant for snack food. Machinery
for all these lines are being installed, expanded, modified and fabricated continuously.
AMCL are very keen to adopt a new technology as it is discovered because of being in such a
competitive market. PRANs R & D are always working hard for a better technology of
production. All departments administrative works are done through connected computers using
the best software and hardware.
Being a major exporter PRAN has to communicate a lot with outside suppliers, retailers or
consumers. Therefore this section is very important for AMCL. PRAN has taken this
communication issue very seriously. They often have to do meetings by doing teleconferences,
internet shopping, video conference etc.
AMCL provides with good quality products conforming to local tastes, health and hygienic
standards which are of affordable price and within the reach of target consumers. This is the first
and largest ISO 9001 certified food processing industry in Bangladesh.



Poverty and hunger are curses- mission of PRAN-RFL group. So their aim is to generate
employment and earn dignity and self respect for our competitors through profitable enterprise.

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The vision of the company is to create a wonderful brand image throughout the world
(Improving Livelihood).
AMCL and its Brand name PRAN have twin vision achieving social values with
sustainable pecuniary advantage for all our stakeholders.


Company Achievement

For excellence in export market including product development, market development etc; we
have been awarded numerous trophies in home and abroad.
In recognition of contribution towards earning foreign currency, PRAN achieved Best National
Export Award for 8 consecutive fiscal years (FY 1999-2000, 2000-01, 2001-02, 2002-03, 200304, 2004-05, 2007-08, 2008-09, 2009-10, 2010-11). In recent times, PRAN is awarded UDC
BUSINESS AWARDS 2011 as the best food & beverage products manufacturer in Malaysia.
In recent times, PRAN is awarded UDC BUSINESS AWARDS 2011 as the best food &
beverage products manufacturer in Malaysia. Given below is a depiction of one of the accolades
that have been conferred upon us:

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Deputy Managing Director of PRAN Foods Ltd., Mr. Ahsan Khan Chowdhury is collecting
Best Exporter of the year-2009/10 trophy from Honorable Prime Minister, Peoples Republic of

Best Exporter of the Year 2013/14

The awards are welcome but if there is one thing that truly inspires every member of PRAN
its a vision to become the leading globally integrated agro based Food Company by improving

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2.5 Management Structure:



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Market Distribution
Managing Director

Retail Marketing Manager

Retail Services

(Chief Financial Officer)

HR Manager

MIS Manager
Export Manager
Costing & Efficiency Manager
Plant Manager

Wholesale Services Manager

Area Manager
MerchandisingCosting OfficerProgram
Exp. SupervisorDept.

Shop Manager
Area ManagerDistributor
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2.6Current Marketing Situation

Fast food business is very profitable in Bangladesh. Therefore, PRAN cannot appeal to all buyers
in the market place or at least to all buyers in the same way. Buyers are too numerous too widely
scattered and too varied in the need and buying practices. Therefore, generally want to serve
different segments of the market. We must identify the parts of the market that it can serve best
and most profitable. It needs to design strategies to build the right relations with customers.
Firstly, we identify markets segments. We segment the market for the buyers need. Segmentation
is very important. We also segment our market occasions, user status, and usage rate.
We are focusing on buyers who have greater interest in the values they crate best. Secondly, we
will identify the target market segment. Market segmentation revels us market segments
opportunities. Beyond deciding which segments of the markets it will target, we must decide
what position is the way the mango is defined by customers on importance attributes, the place
the product occupies in customers mind relative to competing products. We selling the
competitive positioning for the the fast food product which are creating a detail marketing mix.
Steps in Marketing Segmentation, Targeting, Positioning

2.7 Market Description

PRANs market consists of consumers who need to conveniently store, communicate and
exchange information to go on. In evaluating target market segments, company looks at three
factors: segment size, growth, segment structure attractiveness and our companys objects and
issues. Our company first collects and analyze data on current sales, growth rates and expected
profitability for various segments.

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Our main goal to catch up consumers value and maintain long-term relationship with customers.
If our market growths increase, we can easily beat our competition and our brand image is
achieving popularity day by day. Company also identifies major structural factors that affect long
run segments attractiveness. Our main product is fast food items. In market, buyers with strong
bargaining power relative to sellers will; try force price down, demand more services and set
competitors against one another-all at the expenses of sellers profitability. Another important
issues focus on powerful suppliers who can control prices or reduce the quality or quantity of
ordered goods and service. We take short marketing channel because our product which is
Sales Forecast:
The sales forecast is broken down into the three main revenue streams; direct

sales, Web

sales, consignment sales. The sale forecast for the upcoming year is based on 30% growth
rate. Growth rate for year 2014 to 2015 are based on percentage increases as follows:
Direct sales 20% growth rate per year
Web sales 50% growth rate per year.
Consignment sales 20% growth rate year.
Market Break Even Point

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Marketing Strategy

The preparatory point for discussing market segmentation is mass-marketing. The market for any
product is normally made up of several segments. A market after all is the aggregate of
consumers of a given product. And, consumer (the end user), who makes a market, are of varying
characteristics and buying behaviour. There are different factors contributing for varying mind
set of consumers. It is thus natural that many differing segments occur within a market.
In order to capture this heterogeneous market for any product, marketers usually divide or
disintegrate the market into a number of sub-markets/segments and the process is known as
market segmentation.

3.1 Market Segmentation Strategy

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Dividing a market into distinct groups of buyers who have different needs, characteristics, or
behaviors and who might require separate products or marketing programs.
At PRAN, we believe you should enjoy what you eat and still live a healthy life.
Thats why we are dedicated to make the food that people love even better. And were supporting
programs and partnerships that help to educate and induce people to make healthful choices.
To ensure best quality products reaching to the consumers, PRAN places great
importance on hygienic manufacturing processes. If we talk about the drinks category PRAN
beverage produce Juice, Fruit drinks and carbonated soft drinks.

There are four types of Segmentation for Consumer Market:

3.1.1 Geographic Segmentation: Dividing the market into different geographical units. In
Bangladesh PRAN beverage divide the market into urban, suburban, and rural.






In Bangladesh, PRAN geographically target the urban, sub-urban, and rural areas. In the chart we
can see that they sale 50% products in urban, 35% in sub-urban and 15% in rural areas. In urban
and sub-urban areas, there are many working class and educated people .They are very health
conscious. So in urban and sub-urban areas the sales rate are high.

Demographic Segmentation: Dividing the market into groups based on variables

such as age, gender, family size, family life cycle, income, occupation, education,
religion, race, generation and nationality.

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Generation; 20

Age; 30

Education; 20
income; 30

Demographic factors are the most popular bases for segmenting customer groups. In Bangladesh
PRAN demographically segment the customer market with customers age, income, education
and generation. If we talk about the age we can see that the Children and teenagers mostly like
the PRAN beverage products. The juice is very common among children and they like it. The
products are very reasonable. Rest of the people can easily afford it.

3.1.3 Psychographic Segmentation: Divides the market into different groups based on
social class, life style or personal characteristics. People in the same demographic group can
have very different psychographic makeups.


Lower class; 20%

Upper class; 30%

Middle class; 50%

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In psychographic segmentation PRAN divide the market into three classes. The three classes are
upper, middle and lower classes. They sale a big portion of products to middle class customers
because in our country most of the peoples belongs from middle class. Though the price is
reasonable they also like the beverage products.
3.1.4 Behavioral Segmentation: Divides buyers into groups based on their knowledge,
attitudes, uses or responses to a product. Many marketers believe that behavior variables are the
best starting point for building market segments.


Loyalty Status; 23%

Ouality; 27%

Uses rate; 23%

User status; 27%

In behavioral segmentation PRAN divide the market into product quality, user status, uses rate
and the customers loyalty. Market can be segmented into light, medium and heavy product

Age: PRANs primary target was only the young generation where the age may vary
from 16-27. But it is not limited within this age. It has also spread out among the children

noticeably as well as the people above 27 years

Gender: Both young boys and girls are the target market for the PRAN juice. It is not
specially made for any particular gender

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Occupation: Occupation is not clearly defined for the target market of Pran juice;
however where the age varies within the young generation as well as children so it can
easily be understood that most of them will be whether student or doing any job or

Income: PRAN juice preserve 500ml, and 900 ml Orange, Mango, Cocktail Special
juices which will be totally sugar free but sweet. They keep their price relatively low than
other soft drinks and fruit juice. The whole production process is in strict conformity with
international standards, and constant research and development all products. Pran Juice

provided superior value to their customer who they promised throwing advertising.
Location: Almost all the places of urban and rural area are under the PRANs
distribution. Especially in each and every part of the Dhaka and Chittagong city PRAN is
available. The company has emphasized on Dhaka where more than half of total sales

(52%) comes from only Dhaka.

Social Class: PRAN is targeted for the upper part of the lower class, middle class, upper

middle class, and lower part of the upper class of the society.
Lifestyle: The targeted market of PRAN is basically young generation who like
gossiping, chatting, hanging with friends, making fun, watching movies, listening music
etc. PRAN has also focused on their customers lifestyle in product, advertising and

Personality: The customers of the PRAN are mostly action oriented people which
include especially the experiences. It also focuses the personality of the status oriented
people including achievers and strivers.

3.2 PRAN Drinks Target Market Strategy:

PRAN Target Market is Mass Marketing. PRAN main target market people are the young ages
people who like to soft drink very much. Mostly the School, Collage and Universities going
students and the middle age people. Beside that we also focus the young generation people.
Although our main target market is young people but we also prefer the people of adult and old
ages people.
In evaluating different market segments, PRAN Company must look at three factors. company
must first collect and analyze data on current segment sales, growth rates and expected
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profitability .PRAN company also needs to examine major structural factors that affect long run
segments attractiveness. Finally identify the companys objectives and resources. The company
should enter only segments in which it can offer superior value and gain advantage over

Age: Age is the major determinants in targeting the consumers. PRAN reflects the
Bangladeshi culture and it represents youth. From our survey, we have found that PRAN
is most preferred in the age group between 20-25 years (85% of 100). Moreover, the
least PRAN preference comes from two age groups: 25-35 years and 35-45 years, about

Sex: Beverage is used for thirst-quenching purpose and this product is gender neutral,
meaning there is no such kind of obligation to consume the product for male or female.
However, from our survey outcome, weve found that 71% of the consumers are male

and 29% are female from 100. All the respondents are from urban location.
Occupation & Income: Consumers purchasing pattern, lifestyle and status largely
depend on their occupation and average monthly income of the family. The social class of
the target respondents was determined by their income or taking from family. PRAN is a
low involvement product and it is good enough to consume by upper and middle class.
From the survey respondents, students are the most who purchase PRAN and their
income level is less than 5000 taka. Business people, private service personnel and other
earning people consume less amount of PRAN although their income is comparatively
high than the student

3.3 PRAN Drinks Positioning and Differentiation Strategy

PRAN have made a new positioning statement for our new product. The positioning statement is
given bellow:
You need a pure one, when you are thirsty
The reason behind selecting this positioning statement is PRAN are emphasizing our product
quality & at the same time PRAN are serving the customer need.

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To generate employment and earn dignity self-respect for our competitors through profitable
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. The product is a PRAN drinks
which PRAN would like to position as a healthy alternative to carbonated beverages and other
artificial sodas and drinks & foods. The PRAN drinks will add variety to the diet for the people
of Bangladesh. That is why we want to position PRAN foods a fast moving consumer good in
Bangladesh. PRAN will also serve a national symbol and be a source of pride. Though PRANs
quality is ISO 9001 certified it may have to increase its quality farther since it will have to
compete against some of the world leaders in PRAN drinks &foods manufacturers.
Positioning Statement strategies (Value Proposition):

PRAN follows More for Same strategy. PRAN promises to deliver highest quality product
which justifies its reasonable prices. PRAN always try to position their product through image
differentiation, because related marketing, and product differentiation. PRAN 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. PRAN 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.

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Affordable and Profitable

PRAN Drinks Marketing Mix

4.1 Product:
4.1.1 Brand Name: PRAN is currently one of the most admired food & beverages brands
among the millions of people of Bangladesh. It is renowned for its different kinds of food
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. This company believes in AGRO-BUSINESS way. So it
produces products as per international standards maintaining highest level of quality at every
stages of its production process by utilizing agricultural raw materials and resources (fruits and
vegetables) of our own country.
Product is the key element in the marketing offering .Our marketing mix planning begins with
formulating an offering that brings value to the target market. This offering becomes the basis
upon which the company builds profitable relationship with customer product Fast food item
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products become more and more commoditized, PRAN is moving to a new level in creating
value to their consumers.

Packaging: PRAN is using different kinds of packaging ways such as glass bottle, aseptic
pack, pet bottle, tin can etc for beverage.

4.1.2 Variety: There are many varieties the beverage food products of this company. PRAN
produces different types of juice, soft drinks, energy drinks and pure malt beverages.

Juice: Pran mango juice, Pran orange juice, Pran apple necture, Pran frooto, Pran junior

juice, Pran little star etc.

Soft drinks: Pran up, Pran maxx cola, Pran lemon, Tango, Firefly, Pran cheer up, Colors.
Energy drinks: Power carbonated beverage.
Pure malt beverage: Oscar.

4.1.3 Quality: PRAN provides delicious, natural and sweet taste fruit juice which is obtained
from the local orchard during the harvest. The local orchard gives natural pulp squeezing fresh
fruits containing vitamins, minerals and other ingredients. So, the produced juice is refreshing,
natural and nutritious. This company provides carbonated soft drinks by producing cola, Lime
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and lemon. As PRAN is giving its market refreshing and high quality products, these products
are widely accepted in local and international market.

4.1.4 Service: As a renowned and well-established company, it provides care and services to its
customer, suppliers, employees and trades.

Customer service: Giving opportunities to customers so that they can complain and
comment on its products. Company also helps customers by providing benefits and price

information of its products.

Supplier service: The suppliers of PRAN are native farmers. Providing them financial

supports, modern farming instruments and technology.

Employee service: Giving values to their employees, giving them proper training,

encouraging them and suggesting them to think better.

Trader service: Giving them product in right price and right time, trade benefits, sample
products and special service.

4.2.1 Price of drinks: The delicious, 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 fruits, vitamins, minerals and other ingredients make the
juice refreshing, natural and nutritious.

Juices in Glass Bottle(250ml)

TK. 15.00

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Juices in Aseptic Pack:

PRAN Joy(200ml)
PRAN Mango Juice
PRAN Premium Mango
PRAN Juice (Premium)(1liter)
PRAN Junior Juice(125ml)
Little Star(125ml)
Juices in Hot Filled PET Bottle:
Frooto Mango Juice
Apple Nectar

Juices in Tin Can:

TK. 12.00




In HDPE Shape Pack:




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Instant Powder Drink:



4.2.2 Discount or Sales:

Bonus pack: Offering extra amount of product at a regular price.
Price off: Reducing price of the brand for a short duration. Can influence consumers very
strongly at the POP when price comparison is made.
In this case, the retailers consider all the beverage companies in the same way who offers more
discount retailer wants to sell his product more. That is why AMCL occasionally offer discount.

4.3.1 Geographical Coverage:


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4.3.2 Distribution channel:








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4.3.3 Transportation:

Flatbed truck

Box truck


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4.4 Promotion
Promotion is the aspect of marketing that involves delivery of company, brand or product
messages to target customers. Several tools are used by PRAN to aid the delivery of both paid
and unpaid promotional methods. Each tool contributes a different way to reach customers and
achieve communication objectives.
4.4.1 Advertising
Advertising is a public mode of communication. Because it is communicated simultaneously to
large number of people and people know that the same communication is going to many people,
they feel their motives for buying are understood by the advertiser. Advertising messages can be
repeated number of times. Buyers also can compare advertisements of various companies selling
the same product. The media offers the facility to add color, sound etc. to the message and
dramatize the message.
4.4.2 Various Advertising of PRAN Beverage

Television: TV is the biggest media in Bangladesh to reach the consumer. The firm
realized it and started to spend for TV advertisement of PRAN.

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Radio: Most of the people of

Bangladesh live in village.

Radio is now available everywhere. Radio can build up good appeals. On the other hand
many people listen to FM radio nowadays which is available in Smartphone. So, the

company emphasizes advertisement on radio or FM.

Newspaper: Newspaper is an important media .A company can easily reach to the target
customer through newspaper. PRAN is always using for almost every newspaper for
promoting their beverage item. 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.

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Magazine: Various kinds of Magazine are published in Bangladesh and a specific target
group of (PRAN juice pack) is reading these magazines. So to create attention of PRAN
juice pack the company has spent a large number of amounts for advertising in the

4.4.3 Personal selling

Personal selling as a communicative channel
involves a live, immediate, and interactive
relationship between persons. Personal selling






obligated to respond to the salesman at least with

a polite thank you.
Personal selling creates a good relationship with the dealers, distributors, wholesalers, retailers,
with customer or others of PRAN. So, the company's sales people are always playing a vital role
in personal selling.

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4.4.4 Sales promotion

Sales promotion is another essential ingredient in promotional campaigns. Sales promotion tool
is like coupons, contests, premiums, and the like act as communication medium and also
promote sales. They gain attention and provide information that may lead the consumer to the
product. They include a distinct invitation to the consumer to do the transaction in a short period
of time. PRAN beverage provides Consumer promotion with various offer, discount, incentives,
coupon gift etc.

4.4.5 Public relations and publicity

News stories and feature articles are more authentic and credible than advertisements to readers.
The articles act as testimonials. The message gets through to the potential buyers as news and
they may not turn away from it as they turn away from the advertisements.
PRAN frequently provides the material for publicity in the form of news releases, press
conference and photograph

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4.4.6 Events
They include sponsorships of sports, arts, entertainment and cause events as well as activities
that create novel interactions of consumers with product or brand. Sponsoring major events and
community activities serve as promotional opportunities for companies as well. It can improve
companies rapport and goodwill with the communities in which you operate your business and
PRAN is very successful in this area.

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4.4.7 Digital Technology

The Internet and mobile technology have enabled use of a host of digital and interactive
promotional tools. Online and e-mail marketing are common elements of promotional
campaigns. Social media and blogs offer additional interactive tools that companies can use to
reach consumers directly. Mobile devices with applications for electronic communication and
social media allow companies virtually 24/7 access to consumers on the move. PRAN beverage
use digital technology to promote their product.

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Recommendation & Conclusion


PRAN can extend their pack sizes because there is a demand of 1 Liter from consumer
side. When it is a matter of 2 or 3 drinker, 500 ml is small and 1500 ml is big. When these
2 or 3 consumers' need a PRAN Drinks they have to switch to other brand through their
first choice is PRAN
Young age segment is comparatively bigger than other age segments. So by targeting this
segment some advertisement can be created.
Some promotions can be given for this segment thus they become more motivated to
purchase PRAN.
PRAN van sponsor to sports program in different school, colleges and university etc.
As this is a very hot season PRAN can provide cold drinks to the consumers using small
size van, like Ice-cream van.
By adding more features : If it is added more features, it could be more popular in the
By adding more quality: PRAN drinks is undoubtedly a quality full product but if it is
added more quality, its relative market share could be increased.
By providing availability in everywhere: It is not available in everywhere yet. It must be
available in everywhere of the country.
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By increasing distribution channel: It distribution channel is limited. It should be

By increasing promotional tools: Its promotional tools are also limited. It also should be
By increasing exporting issue: Its exporting issues are limited. It must be increased.


Agricultural Marketing Co. Ltd (PRAN Group) is the largest processors of fruits & vegetables in
Bangladesh. PRAN stands for Programme for Rural Advancement Nationally. They are trying to
increase their business and their own brand. The new idea for setting up a drinks and fast-food
chain will also help to increase the profit margin and achieve the highest market share then
competitors. PRANs largest asset is their competent team of hands-on-managers & dedicated
The marketing strategy for PRAN drinks ltd. new product will come into place in 2017, based on
trends emerging now this plan has identified the carbonated drinks market has probably peeked
and likely to be overtaken by healthier drinks as the market leader in the soft drinks market.
Researching PRAN drinks ltd. product range has identified the Diet drinks range as the most
likely, with marketing pull to still succeed in the future. The diet PRAN range has combats health
concerns which are found in the PRAN drinks flagship product. PRAN drinks are all about
buying into a lifestyle and the new lifestyle in 2017 will much more health conscious. In this
report I have shown reason for PRAN drinks to tie themselves up with sports sponsorship to
promote a brand image of health and fitness. The new beverage vessel is refillable in the hope of
reducing pressure on landfill and showing PRAN as being a global and socially responsible
company. The beverage container is styled to appear an essential for an active, fit lifestyle.

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1. www.pranfoods.com
2. www.pranrflbd.com
3. www.wikipedia.com
4. www.google.com
Magazines & Articles
Text Book ( Principle of Marketing 15th Edition )

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