MKT 201- Marketing Management

Bangladesh is blessed with a climate ideally suited to agriculture, specially fruits and
vegetables-rich in taste and flavor: sweet, mellow and juicy.

Its deltaic plains are among the most fertile in the world created and drained by the mighty
rivers-the Padma, Jamuna & Meghna. There is plenty of water and farming is a way of life to
our people.

Our comparative advantage as an economy lies in agriculture. Our country’s economic

prosperity is possible through agro-business.

PRAN stands for: “Programme for Rural Advancement Nationally” or in Bangla “প্রগতি
রুপায়নে অগ্রণী েন াদ্যম।”

PRAN is Bangladesh’s largest grower and processor of fruits and vegetables. Their contract
growers cultivate the choosy fruits and vegetables which are processed in their modern and
hygienic factories to highest quality & international standards.

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Company overview: PRAN started its operation in 1980 as processors of fruit and
vegetable in Bangladesh and in 1981 when PRAN and RFL merge together it becomes one of
the biggest business groups in Bangladesh. PRAN RFL is currently one of the most admired
food & beverages brand among the millions of people of Bangladesh and other 77 countries
of the world where PRAN Products are regularly being exported.

PRAN RFL’s comparative advantage as an economy lies in agriculture. They believe the way
to economic prosperity is through agro-business. PRAN stands for “Programme for Rural
Advancement Nationally” and RFL stands for Rangpur foundry limited.

PRAN RFL 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 RFL
has established itself in every category of food and beverage and other industry and can boost
a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices, cloths
and to even dairy products.

PRAN in modern times producing more than 200 food products under 10 different categories
i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary,
Confectionery, Biscuits & Dairy and so on. 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 that only the best quality products are reaches to the consumers table
across the Globe.

Today consumers of PRAN RFL not only value “PRAN RFL” for its authentic refreshing
juice drinks products, but also for its mouthwatering quality confectionery products with high
visual appeal and exciting texture and intend to expand their presence to every corner of the
world and strive to make “PRAN RFL” a truly international brand to be recognized globally.

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Corporate Mission:
POVERTY & HUNGER ARE CURSES

Aim:
TO GENERATE EMPLOYMENT AND EARN DIGNITY & SELF
RESPECT FOR OUR COMPATRIOTS THROUGH PROFITABLE
ENTERPRISE

Vision:
IMPROVING LIVELIHOOD

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Goods those are marketed by PRAN: At present, PRAN foods market

fourteen types of products. Goods that PRAN market are given below

Juice Drink Bakery

Carbonated Soft
Snacks Culinary
Drink

Confectionary Biscuits Dairy

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BCG Growth-Share Matrix of PRAN products:

Star Question Mark

 Juice  Milk Powder

 Toast  Paratha
 All Time Bread and Bun  Dal Puri
 Chutney  Rice Roti
 Mr. Mango  Robust
 Candy
 Instant Power Drink

BCG
Matrix Dog
Cash Cow
 Mouth Freshner
 Fruit Magic
 Kofi House Sachet
 Dal vaja
 Safe Salted Drink Sachet
 Aseptic Pack
 Badam Bhaja
 Jhal Muri
 Mango Bar

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Marketing Mix (Four Ps) of PRAN: To relate with PRAN we are considering
PRAN Frooto as an example

i. Price: 22 tk per bottle

ii. Product: Pran Frooto is a mango juice which promises to provide its customer the
best experience and taste of having mango all through the year. It is small, portable
and is very easy to consume
iii. Promotion: Pran Frooto does a lot of TV advertisements with catchy and
ineffective tagline such as ‘Shomoy Oshomoy Frootomoy’ ‘Foler Raja Aam ar Aamer
Raja Frooto’ ‘Ekta e Aam Baki Shob Amra’. They also used emotional and rational
appeal to strike the audience and create demand. All the advantages of the juice are
well conveyed in the advertisements.
iv. Place: The juice is available in departmental stores and supermarkets in all over
Bangladesh and other countries as well.

Modern Four Ps of PRAN: Earlier it was meant by marketing mix that the four Ps
(Product, Place, Promotion, and Price). Now modern marketing management thinks that the
earlier four Ps are not enough to attain success in business. Marketers should think another
four Ps (People, Processes, Programs, Performance) along with the earlier four Ps.

PRAN as a market leader organization has updated their marketing mix with the modern and
earlier marketing mix.

i. People: PRAN considers the marketing mix “people” as both the employees and
consumers. The brand mantra of PRAN is “improving livelihood” and it works in
every levels and every works of PRAN. PRAN improves the employees by different
incentives and it improves the livelihood of consumers by providing proper value.
ii. Processes: Implementing the right set of processes from inbound logistics to after
sales service can give a good position in the market. Managers should be enough
proactive, creative to guide in the right path. PRAN has the right set of processes and
it can implement those properly.
iii. Programs: PRAN arranges many consumer directed activities like inviting loyal
customers to introduce them in front of other customers. It arranges different
programs on the basis of area, age, status etc.
iv. Performance: The issues come in performance is financial, nonfinancial,
profitability, customer equity, and social responsibility, legal, ethical and community
related. As PRAN has emerged as leader in the market and has 39% of market share,
we can easily say that the performance of PRAN is good enough.

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SWOT ANALYSIS ON PRAN-RFL GROUP

In Bangladesh PRAN-RFL is one of the most successful company and organization. This
group is trying to achieve a good position in local and global market. So, they have to analyze
the SWOT matrix. SWOT analysis is a planning tool used to analyze an organization’s
STRENGTH, WEAKNESS, and OPPORTUNITIES & THREATS. Strength and weakness
are organizations internal factor. Opportunities and threats are organizations external factor.
Now the SWOT analysis of PRAN-RFL is given below:

1. INTERNAL STRENGTH:
 Brand Image
 Strong distribution channel
 Wide drinks category
 Own factory, dairy and manufacture
 Risk pooling factor.
 Experiences.
 Superior source of finance.
 Better control over sources and raw material.
 Financial support
 Innovative Product:
 Cost advantage
 Pricing
 Human resource

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2. INTERNAL WEAKNESS:
 Short life cycle of product
 Unequal promotions strategy.
 Lack of good control
 A lot of distance and a huge amount of transport cost.
 Internal promotion.
 Internal media planning.
 Positioning as a local manufacturing company
 Lack of Product Awareness
 Unpreserved item

3. EXTERNAL OPPORTUNITIES:
 Demand in global market.
 Large demand in local market.
 Domestic natural resources.
 Cheap labor.
 Government incentives.
 Cash incentives.
 Competitor’s weak distribution channel
 Growing number of customers
 Lower technological cost
 Changing food habit

4. EXTERNAL THREATS:
 Huge competition.
 Competition in market price.
 Strict health and technical standard.
 Changing choice of customers.
 Foreign competitor.
 Changing market.
 Changing consumer behavior
 Availability of foreign product
 Ad hock advertisements of competitor

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Which customer market PRAN belongs to: PRAN sell mass consumer
goods such as juice, snacks, cake, bread, mineral water etc. Most of their market places are
departmental stores, grocery shops, or super stores. As a market leader PRAN establish a
strong brand image by developing a superior product and packaging, ensuring its availability,
and backing it with engaging communications and reliable service .so considering all these
facts, we can say, PRAN belongs to Consumer Markets.

Core marketing concepts for PRAN:

Needs, wants and demands:
The marketer must try to understand the target market’s needs wants and demands.
Needs are the basic human requirements. People need food, air, water, clothing and shelter to
survive. People also have strong needs for education, recreation and other services. These
needs are not created by society or by marketers. They exist in the very texture of human
biology and the human condition.

From the inception of PRAN, they focus on foods and beverages mostly. Here we are taking
“PRAN FROOTO” as an example. At this market, consumers’ needs will be the
physiological ones. So in this case, ‘thirst’ will be the Need.

Need becomes want when it is directed to specific object that might satisfy the given need.
Here PRAN FROOTO is the object that will satisfy the need and can be the Want for ‘thirst.’

Demands are wants for specific products. They are backed by ability and willingness to buy.
Wants backed by money and willingness to spend the money become demand.

PRAN take care about the needs and wants of its consumers. Their aim is to provide the
consumers with the highest quality products at the lowest possible cost in a timely manner
and in the shortest possible lead times. PRAN first consider the needs of customers on which
they provide products to give customers better satisfaction

It is not always simple to understand costumer needs. Some costumers have needs that they
are not fully conscious or they cannot articulate these needs or they use words that require
some interpretations. Therefore we can distinguish among five types of needs:

1) Stated needs: What the consumer asks for.

2) Real needs: What the stated need actually mean.

3) Unstated needs: What the costumer also expects but does not ask for.

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4) Delight needs: Needs that are not essential but would delight if met.

5) Secret needs: Needs that the costumer does not express often intangible in nature.

In regards to PRAN FROOTO, we can analyze that, it is satisfying the ‘stated needs’ and
‘delight needs’ of the [Link] satisfies Stated needs because the costumers are asking for
a new, fresh and fruity refreshment and they also want it even when it is not the mango
season and that is what Pran Frooto is offering them. The stated need is very well displayed
in the Pran Frooto TVC called “Amer Raja”. And the delight needs are satisfied because in
one of the other TVCs of Pran Frooto called “Shomoy Oshomoy Frootomoy” we can see that
the surprise presence of the juice when you are in your recreational time or leisure time or on
a sunny day or when you are stuck in a traffic jam makes it more interesting or less hectic,
respectively.

All in all, out of the five types of needs PRAN FROOTO is satisfying two needs that are the
stated and the delight needs.

Segmentation, Target Markets, Positioning:

PRAN is one of the companies in Bangladesh that has been successfully practicing multi
segment targeting. Their product ‘PRAN Special Toast’ has some segment groups which are
separated by few numbers of variables.

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Market segmentation:
Geographic
Region South Asia

Demographic

Age From young to old aged people

Family life cycle All of them

Family size 3–4, 5 or more(200gm,350gm)

Psychographic

Social class All social classes

Behavioral

Occasions Evening tea party and any other

occasions

Target marketing:
After identifying market segments, the marketer decides which present the greatest
opportunities. PRAN Special Toast segments the market with some variables. From all the
variables they focus mainly on Family life cycle and Family size (Demographic). In most of
their TVCs, they try to focus on family life cycle.

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Positioning and Differentiation:

We will take a positioning map for the Toast biscuit market in Bangladesh. The position of
each circle on the map indicates the brand’s perceived positioning on two dimensions; price
and Eating habit (Tea Toast and Snack Toast).the size of the circle indicates the brand’s
relative market share.

The customer’s view of the PRAN which is the market leader brand is reasonable price
relative to other brands. Recently it created a new taste among the customers. Consumers
prefer PRAN Special Toast mainly as Tea Toast but, they also consume it as snacks.

By contrast, FU-WANG Butter Toast is positioned on Snack Toast.

So PRAN Special Toast has the highest market shares and among the customers and
considered as both Tea Toast and Snack Toast.

80
70
60 Pran
50 FU-WANG
Price (Tk) 40
Danish
30
Romania
20
10 Prince
0
0 1 2 3 4 5

Eating habit
Tea Toast Snack Toast

Marketing Channel: Here, we are considering marketing channels of PRAN Frooto

.PRAN generally maintains a distribution channel for PRAN Frooto. The PRAN Company
does not do more retail sale directly from the production center, PRAN juice pack move form
factory to dealer's agents, agents to wholesalers, wholesalers to retailers and finally retailers
to consumers. The industrial buyers mainly sell juice pack to the wholesalers. They also sell
juice pack to retailers besides the wholesalers. 'The wholesalers mainly sell juice product to
the customers besides the retailers. They also sell juice pack to the customers beside the
retailers. The customer mainly collects juice pack from retailers. It provides commission and
other financial facilities to the wholesalers to motivate them. The company does exclusive
distribution. It has power of controlling wholesalers.

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Supply Chain: Food, Fruits, Beverage, Plastic Furniture, and Plastic Hangar are the
main raw materials of PRAN-RFL Group Ltd. Manufacturer by main company. Southeast,
Asia Africa, Middle East, Eastern Asia are the most & main distributor of PRAN-RFL group.
The wholesalers are various ware houses.

They are the largest food processing and Plastic Manufacturing Company in Bangladesh
having 7 offices across the world. Our products are being exported to more than 72 countries
of the world. The retailers are which available any Country glossary shop.

Raw Materials

Component PRAN RFL Group Distributor Wholesaller Retailer

Rural

Competitors: As a market leader, PRAN usually face tough competition. In this market
there are several companies which are providing goods of the same category. The main
competitors of PRAN are ACME, Shezan, Danish, etc.

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Marketing management philosophies followed by the PRAN: To

relate this concept with PRAN, we will take PRAN Frooto as an example

Production concept:
The production concept is the idea that consumers will buy products that are available and
highly affordable/cheap.

It is to be taken into account that production concept is adapted by a company who is the only
one serving that product in colour and size as frooto has a number of competitor such as
Maaza, frutika and so on so they do not follow this concept.

PRAN Frooto does not follow this concept because it does not focus only on availability and
affordability but also tries to fulfill the consumer needs which is, giving pure mango juice in
every season.

Product Concept:
The product is the idea that consumers will favor the most quality, performance and features
and that the organization should devote its energy to making continuous product
improvements. The main drawback of product concept is that it can lead to marketing
myopia. This bears the idea that frequently the product is updated with feature and they are
not the only one serving that market.

Marketing Myopia: Producers becomes too much product centered and does not take into
account the customers want and needs.

PRAN Frooto does not follow this concept as we have not seen any extra feature added to
this product.

The Selling Concept:

The selling concept is the idea that consumers will not buy enough products unless it
undertakes a large scale selling promotion effort. The concept works best with unsought
goods.

Although PRAN Frooto has a huge advertising line which covers lots of ads, billboards,
newspaper ads and other advertising methods. It does not fall under this concept not because
PRAN Frooto follows few other marketing methods which may not fulfill all the points of
this concept. As this product conducts this effectively and efficiently and better than their
competitors hence we can say that they do not follow the selling concept.

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The Marketing Concept:

The Marketing concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfaction better than
competitors do.

PRAN Frooto does not follows the marketing concepts as a whole because they have a label
on the packaging keep your country clean shows that they are aware of the detrimental effects
upon the human of polluting the environment as this is a feature that prevents it from being a
part of marketing concept.

The Holistic Marketing Concept:

The holistic marketing concept looks at marketing as a complex activity and acknowledges
that everything matters in marketing. The holistic viewpoint follows that systems—in this
case marketing—somehow function as wholes and that their functioning cannot be fully
understood solely in terms of their component parts. Therefore, a broad and integrated
perspective is necessary in developing, designing, and implementing marketing programs and
activities. The four components that characterize holistic marketing are relationship
marketing, internal marketing, integrated marketing, and socially responsive marketing.

This concept holds that marketing strategy should deliver value to consumers in a way that
maintains or improves both the consumer’s and society’s well-being. For instance, Fast food
industry should not overlook customer’s health and environmental protection.

PRAN Frooto follows this marketing concept at fullest. PRAN is working under this concept
because it provides a straight cut social message that is, “Keep Your City Clean” on the bottle
in a written form. It also advises the consumers to drop the empty bottle in the bin. So PRAN
Frooto follows the societal marketing concept as this concept fulfills the utmost marketing
efforts towards consumers.

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Value delivery process of PRAN: PRAN divide the value creation and delivery
sequence into following phases. Here we are considering PRAN Frooto as an example.
Firstly

 Assessing market opportunities and customer values: PRAN scan the juice market of
Bangladesh and find out the insights of consumer need. Consumers want a pure
mango juice which will be available in every season,
 Choosing the value after assessing market opportunities: PRAN will do the
segmentation, targeting, positioning (STP)
 Providing the value: PRAN will determine the price and the distribution channel for
PRAN Frooto.
 Communicating the value PRAN will start making a TVC,website for PRAN Frooto.
 Grown and sustained PRAN Frooto is involved with holistic marketing activities

Core competencies that are being utilized by PRAN Frooto:

A core competency is a company's unique characteristic or capability that provides it a
competitive advantage in the marketplace, allows it to deliver value to its customers, and
contributes to its continued growth. Core competencies typically comprise fundamental
knowledge, ability or expertise in a specific subject area or skill set, allow a business to reach
a wide range of markets, and cannot be easily replicated by competitors.

i. A source of competitive advantage: Being a part of Pran-RFL group, Pran Frooto has
the advantage of obtaining attention from consumers. In addition, they have focused on many
new ideas for this process. With the launching of “Mango and its future” campaign in 2009,
the winning taste and unique communication Frooto created a great deal of excitement in its
category and celebrated the indulgence in mangoes like no other brand has done before.

ii. Applications in a wide variety of markets: As per our analysis this is not conducted
by our SBU.

iii. Difficult to imitate: Frooto is difficult to imitate because of their brand value as well
as their brand name, logo and the colour that may lead to patent violation.

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List of SBUs of PRAN:

 RFL Plastic Ltd.: RFL is a nationally recognized brand in Bangladesh for plastic,
PVC and iron product. RFL plastics a subsidiary of RFL industry is the largest
manufacturing of indoor and outdoor plastic products for domestic and export market.
RFL Plastic Limited commenced its operation in 2003. The vision of the company is
to make molded household products and furniture made of plastics with decorative
design at an affordable price.
 PRAN Agro Marketing Company Ltd.: PRAN Group is a well-diversified
company established in 1980. PRAN is pioneer and leading conglomerate in agro-
based business industry in Bangladesh. It has been exporting & marketing its various
food, beverage, confectionary products and plastic made households in 65 countries
all over the world. It comprises 12 companies with multiple product line. Its annual
turnover is approx Tk.600 corer. Over 3000 employees are working under PRAN
group.
 Property Lifts: Started their journey in 1988 and are the leading importers of Lift,
Elevator and Generators in Bangladesh Property Lifts. They are serving the market
importing superior quality lifts of European and China origin.

Assessing growth opportunities for PRAN: PRAN take some strategies

suggested product market expansion grid.

Intensive growth: PRAN considers three intensive strategies

 Market Penetration Strategy: The Company first considers whether it could gain
more market share with its current products in their current markets. PRAN arranged
Dhaka Club Boishakhi festival, HSC Result Celebration 2012, Mango Trip, and other
events they try to grab the attention of non-buyers to buy their product.
 Market-Development Strategy: Next it considers whether it can find or develop new
markets for its current products. Pran Frooto expanded their distribution channels
through all the places in Bangladesh. They sold their products in new locations such
as England. Lastly, they identified the potential customers, especially the youth.
 Product-Development Strategy: Company considers whether it can develop new
products of potential interest to its current markets. PRAN launched Apple Nectar to
grab customers of new taste.

Integrative Growth: PRAN-RFL has a strong relation with their plastic and other raw
material suppliers and creating a Backward Integration. On the other hand, PRAN usually
controls their wholesalers and retailers in order to gain more profit from their food products.
Here they are following Forward Integration.

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Diversification Growth:
 Concentric strategy: company seeks new products that have technological or
marketing synergies with existing product lines, though appealing to a different group
of customers. PRAN is adding a new food product PRAN Dal Hyderabadi which has
technological or marketing synergies with PRAN DAL vaja.

 Horizontal strategy: company search for unrelated new products that appeal to current
customers. PRAN launched Chicken Samosa which will appeal to PRAN hot sauce
customers.

 Conglomerate strategy: Finally, the company might seek new businesses that have no
relationship to its current technology, products, or markets. PRAN-RFL producing
Basin Sink Tap.

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Categories of marketing Alliances that are being utilized by

PRAN: Sometimes a company may not want or be able to compete in a market space by
itself. Businesses often form strategic alliances for various purposes. Kotler and Keller (2009)
described four major categories of strategic marketing alliances: product or service alliances,
promotional alliances, logistics alliances, and pricing collaborations.

i. Product or service alliances: One company licenses another to produce its

product, or two companies jointly market their complementary products or a new product.
The parent brand of Our SBU Pran is working jointly with RFL and has become Pran-RFL.

ii. Promotional alliances: One company agrees to carry a promotion for another
company’s product or service. Pran Frooto, for example, teamed up with BRAC university
business club BIZ BEE for their club fair as beverage partners.

iii. Pricing collaborations: One or more companies join in a special pricing

collaboration. Pran Frooto and its competitors Frutika, Mangolee they charge same amount of
22taka for their 250ml pet bottle.

Building Customer Value, Satisfaction and Loyalty: Creating loyal

customers is at the heart of every successful business. So PRAN always try their best to build
strong customer value satisfaction and loyalty to achieve their goal.

Managers who believe the customer is the company's only true profit center consider the
person serving the customer as the most important person in the [Link]
companies have been founded with the customer-on-top business world, and customer
advocacy has been their strategy-and competitive advantage.

Companies often conduct value analysis to compare their products with competitor's products
to identify areas that can be taken up for improvement.

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Customer perceived value (CPV)

PRAN’s customer perceived value is the difference between the prospective customer’s
evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Total customer value is the perceived monetary value of the bundle or economic,
functional, and psychological benefits customers expect from a given market offering.

Total customer cost is the bundle of costs customers expect to incur in evaluating,
obtaining, using, and disposing of the given marketing offering.

Customer Value Analysis (CVA) steps for PRAN

• Identify the attributes that matter to your customers and the competitors' customers.

• Show exactly how customers define these attributes.

• Quantify the company's performance and your competitor's performance.

• Show which competitors have superior value propositions and what can be done.

• Reveal which market players are poised to gain or lose market share.

• Provide a fact-based, data driven system for making decisions, beating the
competition and tracking progress.

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Total customer satisfaction:

Total customer satisfaction is a business strategy for PRAN aimed toward ensuring that the
overall customer experience is good, in addition to providing a quality product or service.
This is particularly important when competitors offer similar or identical products or services
for similar prices.

Monitoring Consumer Satisfaction:

The necessity to monitor and measure customer satisfaction of PRAN comes from the fact
that one of the key elements of organizational success is the customer’s satisfaction with the
organization and its products. The information obtained from monitoring and measuring
customer satisfaction can help identify opportunities for improvement of the organization’s
strategies, products, processes and characteristics that are valued by customers.

Personalizing marketing:
PRAN use personalized marketing that is the most extreme form of target marketing. Instead
of creating a product designed to appeal to many people or to the whole population, the target
market is one specific customer. Some forms of personalized marketing will appear to a
slightly wider audience than just one person, but the market segment is still very small.

Marketing Funnel:
The marketing funnel concept of PRAN is same like other business and it can also impact
their business to generate sales in a controlled system. The funnel attracts prospects by
consumer psychology, on-line incentives, social networking or other marketing mix.
Prospects are drawn through the funnel under various stages of relationship development and
brand awareness. The marketing concept turns prospects to a target audience to generate a
sale.

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Building loyalty:
1. Get hyper-personal.

2. Let your best customers skip the line.

3. Meet the chef.

4. Appoint true ambassadors.

5. Get all tiery-eyed.

6. Let the tools do their job.

7. Let Nature take its course.

Maximizing Customer Life Time Value

PRAN is very committed to maximizing customer life time [Link] amount of goods a
customer is likely to buy from the company and thereby contribute to its profits can be
estimated from the past buying behavior and anticipated trends. This gives an estimate of
customer life time value. Customer acquisition cost has to be less than it and also if a

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customer leaves the company it is a value loss and this can be also be calculated. These
calculations give the idea that company has to take actions to retain customers. Relationship
marketing emerged from this finding. Companies have to take actions to retain customers.

Cultivating Customer Relationships

Customer relationship management emerged as an important marketing area once
relationship marketing concept was created. One aspect of CRM is maintenance and use of
detailed information about individual customers and their touch points with the company.

Customer Databases and Database Marketing

PRAN at first collect customer data and use this in marketing to do better. A customer
database is an organized collection of comprehensive information about individual customers
or prospects that is current, accessible, and actionable for marketing purposes - lead
generation, lead qualification, sale of a product or service, or maintenance of customer
relationships. Database marketing is the process of building, maintaining, and using customer
databases and other databases to contact, transact, and build customer relationships.

Competitive Strategies for market leaders: PRAN identify their

competitors’ means identifying actual and potential companies who are targeting same type
of customer with same type of product or rival offering. They may be market leader
challenger, follower etc.

Expanding total market demand: PRAN basically follow two basic strategies. New customer
and More usage.

1. New customer: PRAN searches new users among three groups in order to
expanding demand

• Market penetration strategy: those who might use it but do not

• New market segment strategy: those who might never use it.

• Geographical expansion strategy: those who live elsewhere.

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2. More usage: PRAN try to increase the amount level or frequency of consumption.
They provide only large 400 gm. sweet toast so that consumer can consume more. They also
try to increase the frequency of consumption. In order to do so they take two strategies.

There are two ways:

• Identifying additional opportunities to use the brand: Their product not only fulfills
consumer appetite but also give them nutritious health benefit.

• New ways to use the brand: From milk product they made different type of sweets
product

Proactive Marketing: They always try to thinking ahead and anticipating customer
needs, creating new market, what kind of promotion tools they should use in future and
product development.

PRAN practice uncertainty management:

 PRAN often fail with some of their plans but they never hesitate to take risk.
 They make a vision of the future and of investing in it like, investing approximately
Tk.450cr (Rs.300cr) in Indian market to develop ‘Make in India’ vision.
 With two ways they have the capabilities to innovate different type of products.
 They are flexible and no bureaucratic
 There have many managers who think proactively

Defensive marketing strategy PRAN take as a market leader: As a

market leader PRAN take some defensive marketing strategies to reduce the probability of
attack and divert the attacks to less threaded areas and lessen their intensity.

 Position defense: PRAN as a market leader will create good position in

customer’s hearts and mind with their product through different positioning strategy.

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 Flank defense: It means side defense. In this strategy PRAN can low the price,
change color and flavor. PRAN provide juice with HDP shape pack like Mobile
shape, Fruit shape, Ice lolly and Ice panda

 Preemptive defense: Preemptive defense taking initiative by the market leader it

may be launching new product or open a new branch before the market challenger.
Recently PRAN launch a new branch in Malibug

 Counteroffensive defense: Means large number of attack like lower the price
below the list price. PRAN have never need to low the price of any product below the
list price but they have the ability to do this reduce the challenger attack.
 Mobile defense: Means diversification strategy PRAN use this like as adding new
product in this product line and he will become more powerful and also their total sell
will increase. So they adding new plastic product.
 Contraction defense: PRAN will phasing out the weak product. The products
that can't generate enough profit leaders divest the product and use the money in other
area. PRAN Eclayer melt in summer season so PRAN stop producing it to save
expense and again start producing it in winter season.

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Identifying optimal Points of parity and Points of difference:

Points of parity of PRAN: Points of parity means including an essential ingredient in a
product. It can be similar to other companies. Points of parity of every company come into
two basic forms. PRAN also follow Category and competitive points of parity to maintain
good position in the market.

Category POP of PRAN: PRAN group tries to maintain products maximum quality by
including the essential element in the product. PRAN group provides the entire essential
element in their every product such as pure mango in Frooto, chocolate in PRAN layer etc.

Competitive POP of PRAN: It also has two portions. PRAN group follow these by
searching other companies perceived differences and weakness to provide consumers better
than those companies.

Points of difference of PRAN: PRAN group always try to serve customers products
that are unique than other companies. They provide customers these products that fulfill all
the customer’s needs and wants. And the product will be easily distributed by the company.

PRAN is using Product differentiation by adding various features, performance and design in
its product. That’s why it is different from other products. PRAN has different flavor in
different products that other competitors do not offer the same.

Orange Fruit Cocktail Mango Apple

Using different types of ingredient PRAN has differentiated its juices. It helps PRAN to
differentiate mango juice than orange juice and also make unique its product then other
companies.

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PRAN is superior because its quality is much better than the prices it offered and the
differences of PRAN are communicable and visible to others. The price of PRAN group
product is less than the other competitors. That’s why it is affordable to the consumer.

Brand Mantra: Brand mantra means two-three words phrase that define the category
of business and set the brand boundaries. It also clarifies what is a uniqueness of a brand. An
effective brand mantra should be memorable. And it should be short, crisp and vivid in
meaning. A meaningful brand mantra also inspires its employees to work more
enthusiastically.

Considering all the importance of brand mantra “PRAN-RFL GROUP” uses a brand mantra
like “Improving livelihood”. By these two words they try to attract customers and to inspire
their employees. They are showing that PRAN-RFL GROUPS main internal purpose is to
improve livelihood. This company's activity goes well beyond the sphere of business. As
socially conscious and responsible corporate body committed to the improvement of the
society as a whole. Therefore, it considers the interests of customers, employees,
shareholders, communities, and ecological considerations in all aspects of its operations.

PRAN’s means of differentiation: PRAN differentiate their marketing through

many ways. Such as-

 Employee differentiation: PRAN is using employee differentiation by

developing and hiring expert people and providing them proper training then other
competitors. They always select more efficient person who will be able to operate
new technological devices for doing right number of production at the right time.
 Channel differentiation: PRAN is using Channel differentiation by increasing
their coverage, using expertise and taking advice from specialties for improving their
distribution skill. PRAN use a set of interdependent organizations involved in the
process of making a product or services available for use on consumption by the
consumer or business user. PRAN distribute their product PRAN layer by two ways.
They are: Private distributor, Third party or local distributor
i. Private distributor: PRAN distribute Pran layer mostly by their own distributor.
They normally do it all over the country or for outside of the country.
ii. Third party or local distributor: When they can’t reach in a place when problem
arises then they provide pran layer to the local distributor for distribution.

 Image differentiation: PRAN is using Image differentiation by their brand logo

Pran. It has an extra value towards customers.

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 Service differentiation: PRAN can differentiate itself by designing a better and a

faster delivery system that provides more effective and efficient solutions to
consumer. As promise pran provide its wholesaler and retailer products through faster
delivery to meet the needs of the customer at the right time. If they see any
maladjustment in the whole process of distribution they bring changes in the whole
process. They also bring differentiation in innovations. They provide customers and
distributors online facilities. Nowadays it is possible by wholesaler and retailer to
order PRAN & RFL GROUP’S product through online.

Brand:
Brand is a name, term, sign, symbol, design, or a combination of them, intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of
competitors. The brand “PRAN” uses a sign and its name inside the sign.

The Role of Brand:

Good image of a brand can attract people easily to buy products. This leads to attain success
for the marketers. A Brand can play vital role from both the perspectives of marketers and
consumers.

Marketer’s perspective:
1. Simplifies product handling or tracing.

2. Helps to organize inventory and accounting records.

3. Offers their firm legal protection.

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Consumer’s perspective:
1. Can evaluate products

2. Can learn about product through past experiences

3. Can learn about the marketing program of products.

Customer based Brand equity: “PRAN” has its customer based brand equity of two types-

1. Positive customer based brand equity when consumers react more favorably to a product
and the way it is marketed when the brand is identified, than when it is not identified.

2. Negative customer based brand equity if consumers react less favorably to marketing
activity for the brand under the same circumstances.

Brand Equity Model:

There are some brand equity model namely (a) BRANDASSET VALUATOR,(b) BRANDZ,
(c) BRAND RESONANCE MODEL etc. “PRAN” usually uses BRAND RESONANCE
MODEL.

Brand Elements: Brand elements are devices, which can be trademarked, that identify
and differentiate the brand.

Brand Element Choice Criteria: For purchasing a product, choice is very

important. Otherwise, marketers will not be able to attract people to buy their products.
Marketers can attract consumers by following some brand elements choice criteria. In case of
PRAN, The brand element

Choice criteria that match are-

1. Memorable: Brand names should be short and memorable that consumers can easily
recall and recognize them. Most of the products of “PRAN” are short and memorable such as
PRAN frooto, PRAN papa cupcake, PRAN potato crackers, etc.

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2. Meaningful: Brand names should be meaningful that really carries a meaning in the
minds of consumers. Like - PRAN hot tomato sauce. It is a meaningful name because it
creates a desire in consumer’s minds to take a taste of it with various types of snacks such as
singara, samucha , sandwitch, nugget etc.

3. Transferable: Transferability is a big issue to achieve success for every business.

“PRAN” supplies its products throughout the country in every inch and corner. Not only that
but also it crosses geographic boundaries.

4. Adaptable: This criterion refers that how adaptable and updatable is the brand element
.PRAN has been doing business in our country from many years. There is no doubt that
consumers have adapted products of PRAN from their heart.

5. Protectable: This criterion refers that how legally protectable is the brand element.
PRAN gives legal protection to the consumers.

Developing Brand Elements:

Brand elements can play a number of brand building roles. PRAN’s developed brand
elements help consumer

1. To make purchasing decisions

2. To recall easily

3. To pursue easily

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Leveraging secondary associations: Leveraging secondary associations means

what associations can be generated from the brand. PRAN generates the association’s like-

1. The company itself.

2. Employee.

3. Brand ambassador.

4. Intermediary channel.

Measuring Brand Equity: PRAN measures its brand equity through

Brand Audit- is a consumer focused series of procedures to assess the health of the brand ,
uncover its sources of brand equity , and suggests ways to improve and leverage its equity .

Managing Brand Equity:

PRAN manages its brand equity by

Brand Revitalization- the measures taken to give life to a fallen brand. It can be
accomplished by two ways (a) back to basics, (b) Brand reinvention. PRAN revitalized its
“PRAN Chinigura Aromatic Rice” now-a-days by taking measures by “back to basics”

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Recommendation:
“PRAN” is a well-established and recognized company in the country and emerging as a
worldwide brand. It is fulfilling the needs of people of this country in the same way it is
exporting to many countries. So, it is difficult to recommend “PRAN”. I shall recommend
“PRAN” the following issues.

We see that the participants in the business have very little knowledge about marketing field.
The participants should be properly trained. The intra-communication system will be
developed if the distributors /wholesalers are trained well. Sometimes workshop and seminars
should be arranged for the participants.

There are some additional suggestion has been given to keep the position in the market.
During this stage the firm uses several strategies to sustain rapid market growth as long as
possible.

a) Quality ensures:

The firm should ensure quality of PRAN product according to the consumer’s need and
expectations. Quality of a product is of attributes that the consumer expects in a particular
product. In case of PRAN juice pack these attribute may be design color combination, taste,
etc. So quality should be selected from consumer viewpoint.

b) Target market:

New segments will be added with the existing market. New segment will be for middle lower
and old people.

c) Product positioning:

The Company will make position of juice pack as ‘economic and quality product’ for large
market share.

d) Product differentiation:

Taste, color combination and flavor of juice pack will be improved.

e) Packaging and labeling:

The Company may charge the packing design a little bit and the instruction of safety ness,
contents of vitamin on the level will be introduced very soon open grade labeling will be
introduced.

f) Proper Policy: PRAN should follow the proper policy for their group and they also select
right dividend policy.

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Conclusion:
In Bangladesh we are blessed with so many natural resources. We are actually agriculture
based country. Most of our foods are produced by our rural farmers. PRAN-RFL at first took
steps to develop our rural and agricultural sector with new ideas of DAIRY-HUB, Contact-
Farming & Agro Food Processing concept. Now they are the largest agro-food processor
company in Bangladesh. They export a lot of products in various countries including Europe,
USA, Canada & Indian Subcontinent. So finally we can say that they contribute a lot to our
economy & recognize our rich source of farm to the world.

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Appendix:
1. What does it offer?

2. It is been segmented on the basis of what types of segmentation?

3. Who are its target customers?

4. Does it charge reasonable price?

5. Does it focus on online shopping?

6. What is its mission statement?

7. What is its meaning statement?

8. While selecting the mission statement which issues does it consider?

9. Does it have SBU?

10. How does it achieve its desired goal?

11. How the marketers grab market opportunities?

12. What criteria’s do marketers follow for goal formulation?

13. Does it have any alliance with other business?

14. How does it measure customer’s satisfaction?

15. How does it recover customer complaints?

16. How does it expand its total market demand?

17. Which defensive marketing strategy does it follow?

18. Which competitive advantage does it use?

19. How many differentiation strategies does it use?

20. How does it measure its brand equity?

21. What is your view about the role of your brand in terms of customers?

22. How your brand is helping your employees?

23. Do you think that branding is a powerful means to secure competitive advantage?

24. How many brand element choice criteria you took in mind while choosing brand
element?

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25. Do you think that your slogan is efficient enough to build your brand equity?

26. How do you measure brand equity?

27. How did you do manage brand equity by brand reinforcement when it was necessary?

28. How do you manage brand equity by brand revitalization when it is necessary?

 Koshy, A., Jha, M., Kotler, P., & Keller, K. (2013). Marketing management
 (n.d.). Retrieved from Meena Bazar website:
[Link]
d=frooto%20250
 (n.d.). website: [Link]
[Link]/[Link]?id_product=163&controller=product&id_lang=1
 (n.d.). website: [Link]
Juice_127352632.html
 (n.d.). website: [Link]
[Link]
 (n.d.). website: [Link]
 (n.d.).website:
[Link]
&form=QBIR&pq=matchbooks%20by%20pran%20bangladesh&sc=0-0&sp=-
1&sk=&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selectedIndex=0#view
=detail&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selectedIndex=0
 Kotler, P., & Armstrong. Principles of marketing.
 Koshy, A., Jha, M., Kotler, P., & Keller, K. (2013). Marketing management
 (n.d.). Retrieved from Meena Bazar website:
[Link]
keyword=frooto%20250
 (n.d.). website: [Link]
[Link]/[Link]?id_product=163&controller=product&id_lang=1
 (n.d.). website: [Link]
Juice_127352632.html
 (n.d.). website: [Link]
[Link]

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 (n.d.). website: [Link]

 (n.d.).website:
[Link]
h&qs=n&form=QBIR&pq=matchbooks%20by%20pran%20bangladesh&sc=0-
0&sp=-
1&sk=&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selectedIndex=
0#view=detail&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selected
Index=0
 Kotler, P., & Armstrong. Principles of marketing.
 [Link], Retrieved November 28, 2014, from
[Link]
 [Link], Retrieved November 28, 2014, from [Link]
[Link]/types-of-marketing/[Link]
 PRAN Rfl Company, [Link], from
[Link]
 Pran Rfl Company. [Link]. Retrieved November 28, 2014, from
[Link]
 Product Category:. (n.d.). Retrieved November 28, 2014, from
[Link]
 The Largest Grower & Processor of Fruits & Vegetables in Bangladesh - PRAN
Foods Ltd. (n.d.). Retrieved November 28, 2014, from [Link]
 PRANFrooto. (n.d.). Retrieved November 28, 2014, from
[Link]
 New Arrival Product:. (n.d.). Retrieved November 28, 2014, from
[Link]
 Keller First Class Wintergardens | [Link] Ratings. (n.d.). Retrieved December 6,
2014, from [Link]
 PRAN Frooto. (n.d.). Retrieved December 6, 2014, from
[Link]
 Pran Frooto. (n.d.). Retrieved December 6, 2014, from
[Link]
 Pran Frooto 2013 TVC - Shomoy Oshomoy. (n.d.). Retrieved December 6, 2014,
from [Link]

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