Assignment

Only available on StudyMode
  • Download(s) : 122
  • Published : December 2, 2012
Open Document
Text Preview
Executive Summary

“PRAN” is currently the most well known household name among the millions of people in Bangladesh and abroad also. 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. To make this happen we are introducing a new product named ‘Coconut Juicepak’ in the Bangladesh market and for the first time ever we are exporting the new product into Srilanka & India. The product will contain low carbonate & pure coconut flavor. We will target the middle aged, young generation & children’s. And beside this, we are targeting the Srilankan & Indian market for the first time. The primary marketing objective is to achieve first – year market share of 3 percent unit sales of 240,000.

Current Market Situation
PRAN is the pioneer in Bangladesh since 1980 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.

Market Description:

Our products includes juice, beverage, drinks, confectionary, culinary, snacks, biscuits & bakery, dairy. This kind of products sold quickly at relatively in low price. Though the absolute profit made on these products is relatively small, they are sold generally in large quantities. The market of these products is quite priced sensitive.

In Bangladesh the market of these sorts of products are in the pre-maturity stage according to     PLC (Product life cycle), because now the growth rate of the market is very slow and the competition is very high. Very similar situation is in India & Srilanka. Our main targeted customer will be the premium customers, who need quality goods in relatively low price. Here we will target mainly the young people & the children. For the above reason we cannot increase our product price but we have to increase our advertising and sales promotions, because there is a tough competition in the market. We have to find new ways to market our product and try to modify it.

Product review:
To satisfy the needs of our premium customer we maintain the high quality and for our best quality we get certificate from International Organization for Standardization (ISO). We are ISO 9001:1985, ISO 14001:1990 certified company. Hence our new product is coconut juice so we are looking to provide the best quality juices we will take some measures, like 1.      Products are being produced with the help of superior quality high-tech machineries made in Italy.

2.      We import the best quality coconuts from Norway, Hawaiian Islands and also collect the best quality coconuts from Bangladesh.

3.      To maintain the quality and standard of our product, products are being tested in our own laboratory, components of which are European and computerized.

4.      We strictly maintain the Hazard Analysis Critical Control Point (HACCP) in every stages of manufacturing chain.

5.      Products are produced health wise and totally untouched.

6.      The products are free from any chemical particles.

7.      The products are with pure quality &...
tracking img