Welcome to Our Presentation

Presentation
On

Marketing Plan:
Pran Juice

Presented by:
Sharif Md. Rabiul Akbar
Kawsar Ahmed
Md. Sohel Amin
Farzana Afroze
Ruby Begum

Id:9510379
Id:10510228
Id:08410009
Id:0730054
Id:09410173

Executive Summary
AMCL (Pran) Company offers best quality juices with different
packages to customers at a very competitive price. Depending on the
market researchers information and considering the growing demand
of different juices Pran is in the top position. Our companys primary
mission is to product quality leadership and afterward market share
leadership.

Brief Description
PRAN stands for Program for Rural Advancement Nationally.
The largest fruit and vegetable industry in Bangladesh with countrywide
distribution network.
Pran is the established brand name of AMCL company.

AMCL was launched in 1985 as an agri-business venture.

Objectives

AMCL and its Brand name PRAN have twin objectives

achieving social values with sustainable pecuniary advantage for
all our stakeholders.

Goals:

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.

Product Review:

Fruit juice in glass bottle (returnable):

Fruit juice in glass bottle (non-returnable):
Fruit juice in aseptic pack:
Fruit juice in can:

Review of competitors:

Currently there are so many juice companies in our

country. Among them pran is the leader of juice sector in
Bangladesh. Except pran, Lemu, Mojo, RC cola, Pepsi,
URO Cola, Virgin, Fruti, Coca cola, 7up, Tiger. Shezan
Juice, Rasna.

Target market
Our main target market people are the young ages people who like to
drink juice very much. Mostly the school going students and the
children. 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.

SWOT analysis
SWOT

Strengths
Weaknesses
Opportunities
Threats

Government support
First movers advantage
Market share

Strong distribution channel in

the target market area

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SWOT analysis
SWOT

Strengths
Weaknesses
Opportunities
Threats

External threats
Internal weaknesses

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SWOT analysis
SWOT

Strengths
Weaknesses
Opportunities
Threats

Pran can be export to other

countries.
Existing distribution channel is
being used.
High growth rate in this
industry.

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SWOT analysis
SWOT

Strengths
Weaknesses
Opportunities
Threats

Competitor can produce the

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

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Marketing Strategy
Positioning:

Important
Distinctive
Superior
Communicable
Affordable and Profitable

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Marketing Mix
Marketing Mix

Product Strategy
Pricing
Distribution
Advertising and
Promotion

Our product will be able to

make a different impression
with the compare of other
companies juices. The
difference would be in terms of
test, quality and uniqueness.

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Marketing Mix
Marketing Mix

Product Strategy
Pricing
Distribution
Advertising and
Promotion

Our pricing strategy is based on

the overhead expenses and cost
plus.

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Marketing Mix
Marketing Mix

Product Strategy
Pricing
Distribution
Advertising and
Promotion

We
will
use
our
distribution channel
product.

existing
for the

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Marketing Mix
Marketing Mix

Product Strategy
Pricing
Distribution
Advertising and
Promotion

We use print media, billboard,

mass media like different tv
channel, radio etc. we also use
mobile shop for our customer
to know about our product.

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Budget
Direct Material (per unit)

2 tk

Direct Labor (per unit)

1 tk

Variable Cost and indirect labor (per

unit)

3 tk

Fixed Cost

2 tk

Manufacturing cost

1 tk

Sales and promotion

2 tk

Total cost

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Budget
Break Even Point:
Break-Even Quantity = (120000/2) Pcs = 60000 Pcs
Break-Even Sales = (60000 * 13) Taka = 780000 Taka

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Profit/loss:
January 31,2011, AMCL(PRAN)
As per un-audited half yearly accounts as on 31.12.10
(July'10 to Dec'10), the company has reported net profit
after tax of Tk. 19.44 million with EPS of Tk. 24.29 as
against Tk. 17.05 million and Tk. 21.31 respectively for
the same period of the previous year.

Source: website stockbangladesh.com

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Thank You All for

being Patient Audience

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