Term Paper on Pran Food

Topics: Marketing, Brand, Strategic management Pages: 6 (1568 words) Published: April 1, 2013
1.1. Background of the report:
Product, service and brand are the most noteworthy issue for any business organization who wants to increase sells and maximize profit through satisfying the need of customer. Business organizations offer products and services to satisfy customer demand and through continuous providing such they wants to establish the brand name of the products and services which may allow them to make the customer loyal as well as permanent buyer of the products and services. Product, service and brand are three core issues of marketing function. So, to be successful each organization uses unique blend of these three issues long with others. This report focuses on the product, service and brand issues of marketing and to explore the implication of these three concepts on a particular real life business organization named PRAN Foods Limited. We will look into how PRAN Foods Ltd has been using these concepts. 1.2. Objective of the study:

The objective of the report is to find-
To relate the theoretical knowledge of marketing with practical world’s marketing function

To explore the implication of Product, service and brand concepts on PRAN Foods Limited. 1.3. Scope of the study:
This report covers various issues regarding the product, service and brand. It is tried to define the product, service and brand and their various classification, feature and how they attract customer as well as help to retain them and play significant role in satisfying customers need. Finally it is tried to show the implication of these three concepts on various products of PRAN Foods Limited and how PRAN Foods Ltd has been using these concepts. 1.4. Methodology of the study:

The information is collected from the secondary sources. The sources were the annual report of PRAN Foods Ltd published in 2011, various journals and reports on PRAN Foods Ltd. 1.5. Limitation:
The report had to complete within a limited time so that it is very hard to fulfill objectives sometimes properly and elaborately.

PRAN Foods Ltd. has some confidential matters regarding product, service and brands that they did not share with us. Chapter-2
Overview of
PRAN Foods Ltd.
2.1. Company overview

“Poverty and hunger are curses”- mission of PRAN. Its 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’ started its operation in 1981 as a processors fruit and vegetable in Bangladesh with the hand of Major General (Ret) Amzad Khan Chowdhry people of Natore, was the founder and the managing director of PRAN.Over the years, the company has not only grown in stature but also contributed significantly to the overall socio-economic development of the country. Programmed for Rural Advancement Nationally (PRAN) is currently the most well known food & beverages brand among the millions of people of Bangladesh and other 82 countries of the world. Since its inception in 1980, PRAN group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It 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 its several factories into hygienically packed food and drinks products.

PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. It has been the largest exporter of processed agro products and serving all around the country as well as exporting PRAN products regularly to 82 countries around the world with complaint to HACCP & certified with HALAL which ensures only the best quality products are reaches to the consumers table to more than 82 countries from Bangladesh

Now, PRAN consumers not only...
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