Southeast University

Report on
PRAN-RFL Company LTD.
Course Title: Principles of marketing
Course Code: MKT2123/101
Section: 01
Submitted To
Md. Abrar Fahad
Lecturer
Southeast Business School
Submitted By
Name ID#
Mahedy Hasan 2016210000091
Al Shahriar Khan 2019010000166
Md Faisal 2019010000068
Zahid Bin Ali 2019110000010
Ashaduzzaman Ridoy 2019110000048
INTRODUCTION
The brand “PRAN-RFL” 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, consumers not only value “ PRAN-RFL ” for its authentic
refreshing juice drinks products, but also for its mouth watering quality confectionery products
with high visual appeal and exciting texture. Intend to expand the presence to every corner of the
world and strive to make “ PRAN-RFL ” a truly international brand to be recognized globally

❑The core Features of the Brand-

❑ Brand position

❑ Brand Promise

❑ Brand story

❑ Brand Personality

❑ Brand Association

Now I short Discuss about 4P-

❖ Product- A product is the heart of the marketing mix. All marketing activities begin with the
product. The product is not a physical entity alone; it captures the whole tangible and intangible
aspects like services, personality, organization, and ideas.

❖ Price- Price is the monetary value that has to be paid by a customer to acquire or own the
product of a company. It is the critical revenue-generating component of the firm.

❖ Promotion-It aims to serve two objectives. One, it informs the potential customers about your
product and secondly, it persuades them to buy your product. The promotion mix will thus
include the various means that you can use to communicate with the target audience. An
effective promotion mix will ensure good sales and a marketer must strive to create a conducive
environment.

❖ Place-Place or physical distribution deals with the transfer of ownership of the product from
the manufacturer to the customer.

COMPANY OVER-VIEW
At first we are very grateful and thankful to the Almighty Allah. For the completion of this report
we have searched from websites, articles and related documents that were required. However, it
was our instructor, tharikulislam who has played the important role by giving us an insight about
the report. We express our profound in gratitude to him, for his valuable advice that helped
immensely in preparing this report. In addition we would also like to thank all employees of
PRAN-RFL who spent their valuable time to provide us information about their company.

PRAN-RFL Company Background

PRAN-RFL is a well-known local brand has started its business since 1981 as a Private Ltd
Company in Bangladesh. Over the years, the company has not only grown in stature but also
contributed significantly to the overall socio-economic development of the country. It is
currently one of the most admired food & beverages brand among the millions of people of
Bangladesh and other more than 100 countries of the world where PRAN-RFL Products are
regularly being exported. All the products are produced as per international standards
maintaining highest level of quality at every stages of its production process

RFL IS THE ANOTHER BRANDS FROM THE PRAN-RFL

COMPANY
Milestone of PRAN-RFL company
Poverty & hunger are curses. Our aim is to generate employment and earn dignity & self-respect
for our compatriots through profitable enterprises. Bangladesh is known as the country of six
seasons. It has an ideal weather for agriculture and hence, the cultivation of fruits and vegetables.
The opportunity to utilise this scope for business inspired the late Amjad Khan Chowdhury to
put his mastery to excellent use. He had a vision that would not only serve the society and its
people, but would also create a business that would redefine the food manufacturing industry.
And thus, PRAN-RFL was born in the year 1981. A successful period of 5 years led to the
diversification of PRAN-RFL’s operations into agriculture in 1986 through contract farming,
with the coordination of AMCL, (Agriculture Marketing Company Limited).. PRAN-RFL
further cemented its place in the industry through a food processing plant at Ghorashal in 1992.
Coming through this period of endeavor, PRAN-RFL has now established itself as one of the top
manufacturing companies and has set the grounds for development for any potentialities

Objective and goals

At this section the marketing plan need to select their objective, like what is to be done, by
whom, how it is to be done, and when. . A company’s commitment to international business and
its objective for going international are important is establishing evaluation criteria. Minimum
market potential, minimum profit, return on investment, acceptable competitive levels, standards
of political stability. Goal-setting ideally involves establishing specific, measurable and time-
targeted objectives. Work on the theory of goal-setting suggests that it can serve as an effective
tool for making progress by ensuring that participants have a clear awareness of what they must
do to achieve or help achieve an objective. On a personal level, the process of setting goals
allows people to specify and then work towards their own objectives — most commonly
financial or career-based goals. Goal-setting comprises a major component of Personal
development.

Ref. (Kotler, P., Keller, K., Koshy, A., Jha, M., (2007), “Marketing Management: A South Asian
Perspective, Pearson Education, Twelfth Edition)

PRODUCT
A global company is one that can create a single product and only have to tweak elements for
different markets. For example, Coca-Cola uses two formulas (one with sugar, one with corn
syrup) for all markets. The product packaging in every country incorporates the contour bottle
design and the dynamic ribbons in some way, shape, or form. However, the bottle or can also
includes the country’s native language and is the same size as other beverage bottles or cans in
that country.

Entry Strategy of Drinks, Bakery and confectionary items of PRAN-RFL-

Company into the overseas market:
Primarily PRAN-RFL started with the production of PRAN-RFL Mango Juice a very popular
juice brand in our country. Company was established their own mango pulp factory in Natore.
Later on the organization concentrated on producing Pineapple, Lemon, Guava and Litchi juice.
Then gradually expanded their business and started producing other food and beverage products.
After meeting the huge domestic demand PRAN-RFL has leap forward with a global venture.
Gradually PRAN-RFL–RFL Company expands and started to do international business into the
overseas countries for more profits.

PRAN-RFL -RFL Company mainly follows two types of entry mode strategy for marketing
Drinks, Bakery and confectionary items:

Exporting and Investment The following strategies are described below:

Export Procedure of PRAN-RFL-RFL company’s Drinks, Bakery and
confectionary items :
PRAN-RFL-RFL Company usually uses direct exporting procedure for entering the overseas
market with Drinks, Bakery and confectionary items of the Company. PRAN-RFL Export
Limited is thus engaged with two types of exporting. For doing that they mainly use:

A) Foreign distribution channel:PRAN-RFL, the largest exporter of processed food from

Bangladesh, had a vision of creating a huge demand globally of those agro based products
produced by native farmers. PRAN-RFL started its export operation back in 1996 with exporting
their products like Drinks, Bakery and confectionary items in France. From then they have
expanded their export business worldwide. Now they are distributing their products in more than
118 countries in the world. PRAN-RFL Export Limited was formed with a view to join global
business and to create a strong entity of Bangladesh in the world’s economic map. At present
PRAN-RFL Export limited divided their export market in 6 units. Those are India, Asia, Middle-
East, Africa, Europe, America and Others. The Indian market is one of the largest markets of
export and PRAN-RFL have created a strong entity in the Indian market. The overall Indian
market is divided into three segments North- East India, South-India and Greater West Bengal.
The Asian market of PRAN-RFL- company’s Drinks, Bakery and confectionary items includes
Srilanka Nepal, Bhutan, Maldives, Afghanistan, and Myanmar, Malaysia, China, Singapore,
Hong Kong, Korea, Cambodia and others. Middle East is a huge market of export for
Bangladeshi products as there live many Bangladeshi immigrants and workers. The Middle
Eastern market includes Dubai, Bahrain, Kuwait, Qatar, Jordan, Oman, Iraq, and Iran, Lebanon,
UAE and others. Africa is the largest unnerved segment of the world market. PRAN-RFL started
to distribute their Drinks, Bakery and confectionary items in Africa in the year 2001. At first the
importer country was Benin. At present PRAN-RFL export their products in 38 countries of the
West and East Africa including Angola, Liberia, Benin, Ethiopia, Congo, Senegal, Ghana,
Somali Land, South Africa and others. The EU market consists of UK, Spain, Italy, Sweden,
France, Germany, Russia, Cyprus and other European countries. The European market is still
developing and most of the customers are from Bangladeshi origin. Recently the Dairy,
Beverage and Confectionery products got positive exposures from different countries of the EU.
America and Others includes USA, Canada and Australia. The organization is trying to enter the
North American market. PRAN-RFL is conducting survey to enter this part of the world it their
Drinks, Bakery and confectionary items.

Exporting process of Drinks, Bakery and confectionary items overseas

Market:
For the export purpose generally the buyer contact with PRAN-RFL through The Chamber of
Commerce. Besides it PRAN-RFL take part in different trade fair around the globe which
attracts more potential buyer. Sometimes the foreign ministry of our country facilitates the
international trade. According to the Export Development Team participating in the trade fairs
facilitates the export, and makes the export more progressive. After getting response from the
potential buyers the organization send sample to the buyer according to his demand and
preference. The organization is very much aware about sending sample. For sending in foreign
market the organization doesn’t hesitate to place order according to the buyers demand. As the
organization believes that in the initial stage any form of hesitation could hinder the total export
procedure. Very often the buyer visits the Factory in order to check the product quality and the
environment. Generally the organization always welcomes the buyers and this form of approach
as because through this form of procedure the organization can read the potential importer and
the involvement of the buyer increased. If the buyer is satisfied with all sort of production
facilities and the products of his preference then the organization start negotiating with the buyer
regarding the price and the total value chain. After the buyer is agreed with the pricing and the
value chain then both the buyer and the organization have to agree on the term FOB (Freight on
Board) or CNF (Cost and Freight). For the FOB the duty from our end finishes with the
movement of consignment to the preferred port. For the CNF the total responsibility remain on
us to send the consignment to the buyers’ warehouse.

After deciding the consignment mode the company needs to prepare sale contract. The sales
contact is the agreement between Buyer and seller with the procedure specification and other
formalities. After receiving the sales contract the buyer set the payment mode and payment
procedure.

PRICE:
Price structure is characterized as a progression of the value levels that speak to how an item will
be priced. Generally cost of an item/item differs with market-division. The more subsegments
the more advertisers can serve their clients properly.In this case RFL can serve its clients
appropriately as they have some sub-portions of their clients based on items highlights. Here
they get a few advantages:

• Greater adaptability in evaluating

• Rapid acclimation to serious patterns in the commercial center
• Enhancement of market division methodologies.

Pricing strategies:
• Scale:Pran-RFL-RFL observe the size of their thedrinking Water purchases pricing
separately
for individual customers.
• Consumer knowledge:Pran-RFL-RFL observes whether their actual and potential
 customers are aware of their products.
• Demand:Pran-RFL-RFLobserve how the law of demand is working in case of their
customers. Besides they observe whether price can influence the purchasing
decision of the consumers.
• Information:In this case the marketers are to know about the micro and macro
environment factors of pricing their malt drinks.
• Patronage:Pran-RFL-RFLobserve whether customers will favor their competitors for
nonprice
reasons. In that case Pran-RFLconsider their product, promotion and place to
fight with.

Pricing decisions

Pricing environment:
Even though the pricing environment varies from industry to industry there are some basic
objectives and strategies that may apply equally to various industries. Pran-RFL attempts to
scarves out a niche or small viable market segment that can be addressed with a unique
marketing strategy. Pran-RFL follows a segmentation strategy. In segmenting the market, Pran-
RFL considers the

following characteristics—

o Lifestyle

o Income level

o Geographic location

o Brand personality

o Prestige

o Occupation

o Status

o Life standard
PLACE AND DRISTRIBUTION SYSTEM
How the product is distributed is also a country-by-country decision influenced by how the competition
is being offered to the target market. Using Coca-Cola as an example again, not all cultures use vending
machines. In the United States, beverages are sold by the pallet via warehouse stores. In India, this is
not an option. Placement decisions must also consider the product’s position in the market place. For
example, a high-end product would not want to be distributed via a “dollar store” in the United States.
Conversely, a product promoted as the low-cost option in France would find limited success in a pricey
boutique.

Generally these are the effective ways of Distribution. Among them “PRAN-RFL” follows
number one for their Brands Distribution.

They produce products and then it goes to wholesaler and from them to different retailers and
finally the product reach to the consumer.
Vertical Marketing System

There are some short descriptions of vertical marketing system:

• Vertical marketing system (VMS) consists of producer, wholesalers, retailers acting as

unified systems that seek to maximize the profits for whole channels.
• Here one channel members-
➢ owns the others
➢ has contract with them or
➢ use so much power that they all cooperate.
• Such systems occur to control channel behavior and manage channel conflict.

Horizontal Marketing System

• Horizontal marketing system is a channel arrangement in which two or more companies
at one level join together to follow a new marketing opportunity.
• The major benefit is that companies combine their capital, production, capabilities,
marketing resources and therefore accomplish more.

Actually PRAN-RFL company follow the vertical marketing strategy for their better selling
performance. We all know that PRAN-RFL is a leading beverage company of our country. They
have a lots of capital for running their production. Generally they don’t need the horizontal
marketing system for more capital.
SALES PROMOTION
Sales advertisements have historically been used by advertisers in order to boost sales in the
short term. This contact method, though, has developed in the last few decades and is now
considered from a political point of view. For this cause, new research in this field must be
carried out and how consumers judge sales incentives must be researched. Over the last few
decades, promotional campaigns have increased in both value and frequency. While there is no
reliable estimation of overall costs for sales campaigns, we can be confident that the trend is up.
Sales promotion plays three main roles: it advises, convinces and tells future buyers of a business
and its goo If no one knows that it is available, even the most useful product or brand would be a
disappointment. As we know, distribution networks require more time to create popularity
because a commodity needs to move between a manufacturer and buyers by multiple hands. A
manufacturer must also notify channel participants and final customers of the characteristics and
availability of its goods. Persuasion is the second aim of promotion. The cut throat rivalry among
numerous products places immense pressure on their producers and they are forced to carry out
activities of sales promotion. The third aim of the campaign is to educate customers about the
variety of goods and their potential to fulfil their needs.

Sales Promotional Strategy of Pran-RFL Mango Juice

AMCL carries out a variety of promotional efforts and marketing campaigns that draw
consumers and lead to the development of a positive brand profile for the service of reproductive
beverages. They use different promotional methods, such as ads in print and electronic media,
for this purpose. They also engage with customers directly through their door-to-door
programmes to win the business. Now, some of the advertising events we discussed briefly
below are. Promotion is the direct inducement that presents the sales department, dealers or the
final buyers with an added benefit or reward for the commodity with the main goal of producing
an instant sell. The contact between consumers and buyers becomes stagnant by implementing
product promotion, advertisement, sales power, public relations, and direct marketing, which is
very successful for the PRAN-RFL mango juice upgrade marketing.

Consumer Oriented sales promotion

The AMCL offers several types of program for the promotional activities of consumers

Linear Program
This service was offered long ago by AMCL. It has achieved immense mainstream popularity.
The linear software was like this-after the user had to gather the linear and open it after
purchasing a bottle of Pran-RFL. Anything was printed within the linear one. There may be some
kind of currency, some gift things like an opener, bottle, etc. Only the lucky guy got the linear
stuff. They send the linear store to the closest retailer. In that linear-based programme, Pran-RFL
got a car or gave a ticket.

Glass Program
This software was implemented by Pran-RFL Corporation. If a customer consumes 5/6 bottles of
it or she gets a glass from Pran-RFL Company via the manufacturer, the law of this programme
was. Both customers and dealers often use this software. This glass software is also run by
AMCL.

Other Program
There are some other types of incentives given by different AMCL. They are given as bellow:

Sampling
To trigger checking, customers are given any quantity of a substance for no price. In the case of
new product marketing, this process is very successful, but very expensive. Things are of
relatively low unit value, which does not cost much to sample. For eg, 65 ml, 125 ml, 200 ml of
PRAN-RFL mango juice. Given their own low unit value, they are very desirable. Things are
divisible, meaning that the product can be generated in a smaller sample and the overall
characteristics of the product can be shown in the sample. PRAN-RFL mango juice, for example,
has various product ranges ranging from their small to larger scale glass bottled and pet bottled
orientations to customers. The buying period is relatively short, because before the next
purchase, buyers will consider an imminent purchase or will not forget the brand.

There are various types of sampling methods which are given below:

Door to door sampling: Product delivered directly to prospect’s residence. Very costly but
effective. Newspapers are widely used for door-to-door sampling. Mail Sampling: Appropriate
for small, lightweight, non-perishable product. Postal restrictions and increasing postal rates are
the two main drawbacks of this system.

In store sampling:
Marketers hire temporary demonstrator who set up a table or booth and offers sample to passing
by shoppers. Very effective for food products.

Coupon
It is the oldest, most commonly used and most popular campaign for sales. This encourages
salvation. For consumers who are very price sensitive, it is successful. To spread vouchers,
newspapers are commonly used. FSI (Free Standing Insert) is still commonly used for
newspapers. Coupon allows the firm to generate profits through the "PULL"
approach and decreases the reliability of retailers that the PRAN-RFL Organization authentically
practices.

The following coupon strategies are followed by the company when it is tending to increase its

sales promotion:

Bounce Back Coupon: This is attached (engraved) to the package of a particular brand and helps
to achieve repurchase of the same brand. Cross ruff Coupon: This is attached to the package of
different brand. Instant Coupon: This is attached to the outside of the package and consumers can
instantly rip off and get the product immediately. In store coupon: Normally distributed in the
store. Can be distributed by persons or “Coupon Dispenser Machine”.

Bonus pack: Offering extra amount of product at a regular price.

Price off: Reducing price of the brand for a short duration. Can influence consumers very
strongly at the POP when price comparison is made.

Discount
In this situation, all the soda producers are perceived by the marketers in the same way that more
discount stores tend to market their product more. That is why AMCL provides discounts
sometimes.

Trade Oriented Sales Promotion:

This opportunity is basically given to the retailers and distributors. This is done to increase
company sales through “PUSH” Strategy; which is done by the PRAN-RFL Company for their
sales promotion.

CONCLUSION:
A very well-known national figure in Bangladesh is the PRAN-RFL Party. They are the leading
food processing business in our region, and about half of the horticultural produce that goes to
the processed channel in the country is assumed to be processed. Therefore, the organization has
a very high reputation for this culture. Fruit juices, chips, candy, culinary goods, milk and soft
drinks are developed and sold by the firm. It enjoys the country's good brand image and
exports its goods to 63 nations. The commodity of Pran-RFL is globally approved for sale from
many countries around the world. PRAN-RFL-RFL had has also been nominated for a trophy to
build an export market all around the world.