CONTENT

INTRODUCTION............................................................................................................................................1
HISTORY OF AGRICULTURAL MARKETING CO. LTD...................................................................1
MARKETING MIX.......................................................................................................................................3
PRODUCT......................................................................................................................................................4
COMMUNICATION CHANNELS..............................................................................................................4
DISTRIBUTION REVIEW:..........................................................................................................................4
PRODUCTION POSITIONING STRATEGY:..........................................................................................5
PRICING STRATEGY:................................................................................................................................5
THE PROMOTIONAL TOOLS...................................................................................................................5
FINDING SUMMARY..................................................................................................................................7
CONCLUSION...............................................................................................................................................7
BIBLIOGRAPHY............................................................................................................................................9
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.

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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 [email protected]
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 2012-2013.

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

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 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 its
marketing objectives in the target market. This marketing tool involves 4 P’s of
marketing: Product, Price, Place and Promotion. The particular marketing
variables under each P are shown below:

Marketing Mix

Target Market

Product Prices Promotion Place

Product variety List price Sales promotion Channels
Quality Discount Advertising Coverage
Design Allowances Sales Force Assortments
Features Payment period Public relations Locations
Brand Name Credit terms Direct Marketing Inventory
Packaging Transport
Sizes
Services
Warranties
Return

Table 01: Marketing Mix of PRAN

PRODUCT
The company has so many different products. These are given below:

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 Table 02:  Product Categories of PRAN
Product Categories
Juice Beverage Drink Confectionary Culinary Snacks Dairy

COMMUNICATION CHANNELS
The personal communication channel is used for the firm. This will include face to face,
online, and other relationship marketing measures to make the customer group attracted
to this product. Beside the marketing people, the opinion leaders and social influential is
the most effective medium in this regard. The non personal channel such as both print
and electronic media and events is used occasionally to convey the messages.

DISTRIBUTION REVIEW:

In this section marketers list the most important channels provide an overview of each
channel arrangement and mention any new developments or trends. Pran products will be
distributed trough a network of retailers in the top high sellable markets. Among the most
important channel partners being contracted are:

Firstly if the product is made, than it is shown in the wave page. This is like another
countries. Its price like all information will include. For in this countries sellable product
means main packing product are divided into some group. Each group has five or six
members and it has only one boss. The boss maintain all things. He or she then observe
and declare that what place the products will go. It there is lack of product boss will
searve.

PRODUCTION POSITIONING STRATEGY:

The product is a mango fruit juice, which we would like to position as a healthy
alternative to carbonated beverages and other artificial sodas and drinks & foods. The
mango juice will add variety to the diet for the people of UAE. That is why we want to
position Pran foods a fast moving consumer good in UAE. To huge Bangladeshi

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expatriates living in UAE, Pran will also serve a national symbol and be a source of
pride. Though Pran’s quality is ISO 9001 certified it may have to increase its quality
farther since it will have to compete against some of the world leaders in mango drink
&foods manufacturers.

PRICING STRATEGY:

We think that since there is a number of competing brands in the mango juice market,
Pran should follow the market pricing strategy. The penetrative pricing policy should be
used in Pran’s case because BANGLADESH is country with low per capita income ($
1000) money is a factor to the consumers in BANGLADESH. Also the fact that there are
a lot of high profiled brands, which are already quite competitively priced, makes
penetration pricing less appropriate

THE PROMOTIONAL TOOLS

The firm’s promotional tools are advertising, public relations and publicity, and
Sales promotion. Each is summarized as follows:

ADVERTISING

The effort remains very frequent times over the years. The company used
television as a main media for promoting their products. Besides this, they use
Newspaper, Billboard etc. to convey their message to the target audience.

Advertisement 5
 PRAN
Mango PRAN MANGO JUICE
Juice

STRENGTH IS
Television LIFE
nnnnnnn

ic e
Ju
o
ng
Ma
Bill-Board
Newspaper Magazine
Fig.: Different advertising media

FINDING SUMMARY
We can make a summary from our findings in regard of marketing strategy which
are given below:

 The company follows the narrow span of control.

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  The company produces a wide range of juice, beverage, confectionary,
culinary, snacks and dairy products. Each item is called a batch.
 It provides huge advertisements.
 The company is too much concerned about the quality of the product.
 It also tries to offer a reasonable price which can be acceptable by the
customer.
 AMCL costing system falls more or less batch-level and unit-level costing
system, which is widely known as job order costing system.
 The current position of the company is remaining a successful condition.
 The earning per share of the company is in good situation.
 The net income of the company has increased significantly. It also indicates
the company’s strengths over the year.

CONCLUSION
“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.

PRAN mango juice is one of the most popular brands in the country. Over the
years, though it’s hard work and efficient operations and marketing efforts, KAML

7
has established itself as one of the major foods company in Bangladesh Now its
position is the market leader of the country. And it has covered the maximum
market share of the country in respective to the field.
At the end, it can be said that although AMCL is recognized as a most promising
sector in Bangladesh, there is still scope for further improvement.

BIBLIOGRAPHY
BOOKS
Lesikar and Flatley, Basic Business Communication. 10th Ed. New Delhi: Tata
McGraw-Hill Publishing Company Limited, 2005

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Kotler, Philip, Marketing Management. 10th Edition. New Delhi: Prentice-Hall of India,
Inc., 2000

ANNUAL REPORT

AMCL Bangladesh, Annual Report. 2007- 2008,

WEBSITE
<http:// www.pranfoods.net > (May 21, 2009)