Pran group
- 1. Company Overview Background— “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 enterprises. For the achievement of this mission and aim the most recognized PRAN-RFL group was established and started manufacturing in 1982. Major General (Ret) Amzad Khan Chowdhry people of Natore, was the founder and the managing director of PRAN-RFL group. His son Mr. Ahsan Khan Chowdhury is the deputy managing director of this group. PRAN-RFL group is now one of the greatest and significant and most successful companies in Bangladesh. They are now challenging the other multinational companies. PRAN stands for Programme for Rural Advancement Nationally. “PRAN” is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh. 1
- 2. PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand “PRAN” has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products. Today, our consumers not only value “PRAN” for its authentic refreshing juice drinks products , but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. We intend to expand our presence to every corner of the world and strive to make “PRAN” a truly international brand to be recognized globally. RFL Stands for Rangpur Foundry Limited (It is a water pump and plastic pipe industry). From the time being it has now 17 associated companies and they are beverage, property, agro based, tube wells, plastic pipes, etc. these associated industries are in- Natore, Rangpur, Ghorashal and Dhaka. Mission— 2
- 3. “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 Vision— The vision of the company is to create a wonderful brand image throughout the world. 2. Products of PRAN-RFL Group Juice— 1. Returnable Glass Bottle 3
- 4. 2. Aseptic Pack PRAN Junior Juice 125ml. PRAN Juice Pack 125ml. Fruit Mango Orange Litchi Mango Cocktail Juice PRAN Joy Juice 200ml. PRAN Cool Juice 200ml. 4
- 5. Orange Mango Pineapple Fruit Cocktail PRAN Juice 250ml. Fruit Cocktail Orange Pineapple PRAN Juice 1000ml. Orange Fruit Cocktail Mango Apple 3. Hot Filled PET Bottle Mango Mango Mango 500ml 250ml 1000ml 4. Tin Canned 5
- 6. Fruit Pineapple Mango Tamarind Orange Cocktail 3. PVC House Pipe Suction Hose Electric Hose Braided Hose Garden Hose Pipe Pipe Pipe Pipe Building Material— 1. PVC Door PVC Door 2. PVC Sheet 6
- 7. PVC Sheet 3. Practice of Marketing Concepts The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. The marketing concept relies upon marketing research to define market segments, their size and their needs. To satisfy those needs, the marketing team makes decisions about the controllable parameters of the marketing mix. Today most firms have adopted the marketing concept 7
- 8. PRAN GROUP a concept fight poverty & hunger in Bangladesh in the shortest possible time through employment . PRAN-RFL group now makes a great position in the market of Bangladesh. Welfare measures are very important for a well-structured and well-recognized organization to gear up its working conditions and run its work with disciplined and smooth way. According to our survey, we found that PRAN-RFL group all ways tries to follow the Labor Act, 2006. Their thinking is to achieve the organizational target with full participation of the employees and give maximum welfare. Needs, Wants & Demands Markets Products, Services & Experiences Exchange, Transactions Value & Satisfaction & Relationships 8
- 9. We intend to expand our presence to every corner of the world and strive to make “PRAN” a truly international brand to be recognized globally. Design, implement, and facilitate annual marketing plan. Support and facilitate development and implementation of section business/marketing plans. Develops marketing strategy. Plan and administer the Marketing Operations budget. Oversee business development activities. Develop and administer marketing database. Manage marketing dept. PRAN-RFL Group has taken a special initiative for children and teens titled go to PRAN in a team, see and then take it. The management of the Group takes the programme with a view to flourishing up intellect as well as makes the children and teens aware of the science of processing PRAN food products, said a press release. Under the programme, students from class-I to class-X of any educational institutions will get opportunities to visit PRAN factory and then to express their observations on its various aspects. The day-long programme included various types of interactive events and quiz show also. Taking advantage, 300 students of Sunny Dale School of the city along with their teachers visited PRAN factory recently. They visited different production line of PRAN Industrial Park at Nursing and observe ocular demonstration of production of PRAN products. All the teachers and students were delighted and expressed 9
- 10. satisfaction over maintaining proper hygiene and sanitation in the factory. 4. Structure of Supply Chain Management of PRAN-RFL Group Food, Beverage, Plastic Furniture, Plastic Hangar Manufacturer Southeast, AsiaAfrica Middle East Eastern Asia are the largest food processing and Plastic Manufacturing Company in Bangladesh having 7 offices across the world. Our 10
- 11. products are being exported to more than 72 countries of the world. 5. List Business Portfolio (SBUs) of the organization 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. 11
- 12. 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 approx Tk.600 corer. Over 3000 employees working under PRAN group. It is a ISO 9001, UKAS certified company Industry Focus Bread & Biscuit, Dairy Products, Business Type Manufacturer Products/Services Food and Beverage, Biscuit, Confectionary, Plastic Households, PVC Pipe, Our Markets Southeast Asia No. of Employees Above 1000 People Annual Sales US$50 Million - US$100 Million Range (USD) 12
- 13. Year Established 1980 Randpur Dairy Product RANGPUR, Aug 21: The Rangpur Dairy (RD) Milk processing factory at Boldipukur in Mithapukur Upazila of the district has provided solvency to hundreds of monga-hit poor in Rangpur. These poor people are now rearing cows at home and selling milk to factory, first ever small private industry set up in the district after the commissioning of Jamuna Bridge. Rangpur Dairy Milk undertook a laudable step earlier, to support the poor providing cows on easy terms to produce milk at home so that they might be benefited financially. RD Milk Manager Ashraful Alam said, "We provided 400 cows among 350 13
- 14. families of Salaipur and Muradpur under Mithapukur Upazilla. He said, "The Company not only aims to do business but also wants to create a financially sound community in the process. He also said, "RD Milk has not donated the cows to the beneficiaries free of cost. They had to pay the purchase rate of the cows in exchange of supplying milk to the factories for a certain period. When the prices of the cows are completely realized, the authority would transfer ownership of the animals to them," he said. Alam Miah at Muradpur in Mithapukur Upazilla who received two cows from RD Milk said that he paid the price of the cow to the company. He is now milking 30 litres out of which earning Tk 750 a day. RD Milk Managing Director Foqueruzzaman said, the poor people of Rangpur as well as dairy farmers in the district are getting benefit from RD. He said the dairy farmers in Rangpur who were in utter frustration and were about to close their farms due to frequent loss even two years back are now getting profit by selling milk to RD Milk. 6. Evaluation of Products of PRAN-RFL Group by BCG Matrix Star Question Mark ? 14
- 15. Hot Filled PET Bottle PET Bottle Pure Drinking Water Candy Sauce, Ketchup and Paste Instant Power Drink Chewing Gum Spice Fruit Bar Cast Iron Product UPVC Product Building Materials Cash Cows Dogs Juice Energy Drink Aseptic Pack Instant Consumable Jelly Tin Canned Fruit Drink 15
- 16. Brand Development A company has four choices when it comes to developing brands. Line extensions Brand extensions Multi-brands New brand Line extensions occur when a company extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category. Pranrfl follows the strategy . 16
- 17. Mango Pineapple 250ml . Fruit Cocktail Orange 17
- 18. Brand extensions: extend a brand name to a new or modified product in a new category. Instant Consumable Jelly Fruit Fruit Magic Magic Cup Magic Plus Multi-brands are maintaining additional (more than one) brands in the same category. - For one category of product when company offer multiple brands to their customers. 18
- 19. Maxx Cola Cloudy Lemon Clear Lime Energy Drinks Power Drink New brands are used when existing brands are inappropriate for new products in new product categories or markets. The products are new to the market 19
- 20. Orange Litchi Mango Fruit Cocktail Brand sponsorship: PRAN-RFL is a private brand means store or distributor brand.tha retailer of PRAN-RFL group can manufacture goods under its own label, and can develop new brands. Promotional activities: The PRAN-RFL group follows the Pull strategy. pull strategy is directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product. Used for B2C Ultimate consumers get the benefits of this strategy Close Competitors of PRAN-RFL group: 20
- 21. Square food and beverage Ac i food and beverage GAZI plastic AKIJ food and beverage SWOT Analysis of PRAN-RFL Group Strength Strong distribution channel Human resource Wide drinks category The have their own factory, dairy and manufacture Weakness Management efficiency Training and development of company Short life cycle of product 21
- 22. Positioning as a local manufacturing company Contract resource Opportunities Export Tie up with multinationals Strong brand image Competitor’s weak distribution channel Franchise business all over the world Threats Aggressive competitors Changing consumer behavior Availability of foreign product Ad hock advertisements of competitor Using old technology 22
- 23. Objective As a broader point of view, how well established firms become stable in the competitive market considering marketing Mix such as Product, Price, Place and Promotion. To increase their market share types of strategies taken by them that makes them also unique as a brand. To make their own pillar to achieve large portion of market share, firm should consider their internal outcomes of actions through existing and future situation of circumstances. These actions are focused through SWOT analysis and this SWOT analysis should consider under specific point of view. Methodology Actually we have used behavioral observe technique as well as to collect data from the corporate office of PRAN-RFL and also use web side of the company. We collect both primary and secondary date from their office and developed data from web side. 23
- 24. Major Findings We have founds from the BCG matrix’s that few valuable products are in primary level and have better chance to become stable in the market, such products are UPVC Product, Building Materials, Spice, PET Bottle PRAN-RFL company has some products on which it is now stable in the market such products are Hot Filled PET Bottle, Pure Drinking Water, Sauce, Ketchup and Paste As a well established company, it has some strength by which it compete in the market and try to become unique to those areas 24
- 25. Strong distribution channel, Human resource, Wide drinks category, The have their own factory, dairy and manufacture. For future, better success company has some lucrative opportunities such as Export Tie up with multinationals, Strong brand image, Competitor’s weak distribution channel, Franchise business all over the world. 25
- 26. Appendix What is the difference about PRAN-RFL to others company Any Suggestion or advice for PRAN-RFL group? How often you use their products ? Why clients prefer PRAN-RFL instead of other company? Suggestion & Recommendation: As being a very successful organization and there flawless management system has enabled Pran group to enjoy economies of scale through their profit maximization but as being a part of the culture of Bangladesh through their share of quality products they should also emphasize more on products that are within in the purchasing power of the general people of Bangladesh and ensure that products should be of quality that equal in aspects to compete with the international standards. 26
- 27. Conclusion As a merger company PRAN-RFL not only takes a big portion on market share through Food & Beverage but also plastic products are dominating large portion in the market’s plastic products. Their target is to reduce poverty through increasing employment and it has become possible for PRAN-RFL by taking a stable position in the market share. Companies first consider the demand of customers, on which they provide products to give better satisfaction to the 27