Business Marketing of Pran

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CONTENT

INTRODUCTION1

HISTORY OF AGRICULTURAL MARKETING CO. LTD.1

MARKETING MIX3

PRODUCT4

COMMUNICATION CHANNELS4

DISTRIBUTION REVIEW:4

PRODUCTION POSITIONING STRATEGY:5

PRICING STRATEGY:5

THE PROMOTIONAL TOOLS5

FINDING SUMMARY7

CONCLUSION7

BIBLIOGRAPHY9

INTRODUCTION

In our country many organizations are performing a lot of activities to make efficient and effective their working condition or make the organization profitable through marketing and taking so many challenges. Along with this they are also very much concerned about their promotional activities. The PRAN Agricultural Marketing Company Limited is one of them who are performing their marketing strategy very effectively.

HISTORY OF AGRICULTURAL MARKETING CO. LTD.

PRAN stands for Program 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.

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, “PRAN” 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.

The brief history about the company profile is given in the following Table: Table 1: Company Profile
|Corporate Headquarter |Property Heights, 12 R K Mission Road, GPO Box – 83, Dhaka 1203, Bangladesh | |Contact Phone |880-2-9563126,  880-2-7167412,  880-2-7167416 | |Fax |880-2-9559415 | |Email |amcl@prangroup.com | |Web |www.pranfoods.net |

MISSION

“Poverty and hunger are curses”.
OBJECTIVES

To generate employment and earn dignity and self-respect for our compatriots through profitable enterprises.

FINANCIAL OBJECTIVE

❖ To earn an annual Return on investment (ROI) over next years of 21.31 million after tax. ❖ To provide dividend @ 28% to the shareholders for the year 2007-2008.

MARKETING OBJECTIVE
❖ To occupy the market as a market leader through creating brand equity. ❖ To earn customer satisfaction and build positive image by maintaining the quality of product and transparency in dealings with high quality of service.

MARKETING DEPARTMENT
Markets over the world are controlled by their accumulated decision. Right time advertisement, control taxes and vat, clearing and forwarding is the object of export department. Import department purchases raw materials and other equipments as per production schedule. This department also takes so many promotional activities for promoting the product.

MARKETING MIX

Marketing mix is the set of marketing tools that the firm uses to pursue...
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