Topics: Marketing, Pricing, Fruit juice Pages: 16 (4164 words) Published: April 19, 2013

PRAN -RFL Group is the largest food and nutrition company of  Bangladesh founded in 1980 and started its operation in 1981. It has obtained prestigious ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh. Also a popular company for juice in Bangladesh.

PRAN -RFL 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 stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000.


On retirement from Bangladesh Army in the year 1981, Major General Mr. Amjad Khan Chowdhury got involved with industrial entrepreneurship by assisting agriculture which covered manufacturing of tube well cast iron products, irrigation implements. he started Agricultural Marketing Company from 1985 based by commercial production and marketing of chinigura aromatic rice; collecting mango, pineapple, litchi and other fruits from the farmers.

This company played significant role by gradual cultivation of mush rooms, tomato and various spices and subsequent exports to foreign markets. This group met success by marketing of olive and other indigenous fruits after collection, processing and preservation. In recent times PRAN Group performed production and marketing by establishment of dairy, bakery and growing of various kinds of pulses, tea leaves. This group’s products are being exported to about 70 countries of the world including Middle East and Africa. In last two and half decades, more than 9000 workers have been employed in PRAN-RFL Group.

Indirectly this group is devoted in upkeep of about more 40,000 families. In the year 2007, export earning stood at Tk.100 Cr. from Drinks, Snacks, Tomato products, Tea and Rice produced by PRAN Group. Today PRAN-RFL Group produces more 25 types of light industrial and plastic products including 170 food products. This group is on the top in the export of goods out of agricultural process. PRAN is life literally. The objectives with which Major General Amjad Khan Chowdhury (Retired) laid the foundation of PRAN Group, those are totally successful today. In achieving the success of the name ‘Program for Rural Advancement Nationally-PRAN’ contributions of Mr. Amjad Khan is very significant.

Company Overview

PRAN Foods Limited that started in 1980 has become the most well known brand names in Bangladesh. PRAN’s continuous effort to bring healthy and great tasting food to the people has helped them become the largest exporter of processed food from Bangladesh, currently providing delicious treats to over 300 million people worldwide. It is currently producing foods in difference foods category, like juice, beverage, confectionery, culinary, dairy, snacks, biscuits. It is pioneer in Juice industry of the country.

Establish Smooth Juice as the Local leading source of healthy energy in the form of freshly juices with an uncompromising commitment to making a difference through our values.  
VISION: Explore all over the Bangladesh from fresh juices, providing for all their needs always with the assurance of outstanding quality.

The 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. Their main targeted customer will be the...
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