TERM PAPER

An Assessment on PRAN-RFL Group

A RISING MARKET GIANT of
BANGLADESH

BRAC UNIVERSITY
Submitted to:
Senior Lecturer
BRAC Business School
Submitted by:

Letter of Transmittal

8, April, 2012
To
Miss Akter
Senior Lecturer
BRAC Business School
BRAC University
Dhaka, Bangladesh.
Dear Miss
We the students of your class (sec: 5), have completed our research and assessment
on our term paper topic PRAN Group according to your specification and regulation and
we would like to submit our report.
We also like to draw your kind attention to the fact that, we tried our level best to gather
and organize all kinds of information needed for the particular assessment, and in doing
so we have tried our utmost to live up your standard.
May we, therefore, wish and hope that, you would be cordial enough to our effort and
work and oblige thereby.
Sincerely
Sakif, Ifti, Imam
BUS 101
Group: 07
Section: 005
BRAC Business School.
BRAC University

TABLE OF CONTEXT
Chapter No.
Chapter 1
1.1
1.2
1.3
1.4
1.5

Name of contents
Introduction
Executive summary
Origin of the topic
Objective of the study
Methodology of the study
Limitation of the study

Page
01-07
03
04
05
06
07

Chapter 2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10

Description
Organizational overview
Industries & corporate office
Organogram
Total concern
Total employees
Products
Product positions
Export
HRD & HRM
CSR

08-27
09
12
14
16
17
18
20
21
22
25

Chapter 3
3.1
3.2
3.3
3.4

Analysis
SWOT Analysis
Marketing strategies
Financial condition & statement
Contribution to economy

28-39
29
31
33
36

3.5

Industries and corporate office

38

Chapter 4

Termination

40-43

4.1

Acknowledgement

41

4.2

Accolades

42

4.3

Conclusion

43

4.4

References

43

Chapter 1: Introduction

Introduction
PRAN started its operation in 1980 as processors of fruit and vegetable in Bangladesh
and in 1981 when PRAN and RFL merge together it becomes one of the biggest business
groups in Bangladesh. PRAN RFL is currently one of the most admired food &
beverages brand among the millions of people of Bangladesh and other 77 countries of
the world where PRAN Products are regularly being exported.
PRAN RFLs comparative advantage as an economy lies in agriculture. They believe the
way to economic prosperity is through agro-business. PRAN stands for Programme for
Rural Advancement Nationally and RFL stands for Rangpur foundry limited.
PRAN RFL 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
RFL has established itself in every category of food and beverage and other industry and
can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and
Spices, cloths and to even dairy products.
Today consumers of PRAN RFL 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 and intend to expand their presence to every
corner of the world and strive to make PRAN RFL a truly international brand to be
recognized globally.

EXECUTIVE SUMMERY

PRAN-RFL Group is a leading food, beverage & plastic industrial conglomerate &
market leader in Bangladesh. It is one of the most profita ble companies of
Bangladesh. Their mission and vision is to eliminate poverty and develop the
agricultural sector of Bangladesh. Their motto is to generate employment and
earn dignity and self respect for our competitors. Since 1981 they are trying to develop
our countries agricultural and rural area. Besides this they are the largest agro-processing
company in Bangladesh.
In this Term paper, we worked on the various factors on PRAN-RFL Group. At first we
discussed about their organizational overview, history, aim, mission, vision industries,
corporate office, and methodology .We took information from both primary and
secondary sources like, total concern, employee, product, export list and other topics. We
analyze SWOT, marketing strategy, financial condition, HRD & HRM on PRAN-RFL.
We also discussed in this paper about the contribution to economy of this company in our
country. Finally we summed up the whole topic and specified them to different chapter
and part.

Origin of the topic

As a student of BBA 1st semester of BRAC University, we have to take a fundamental
course on business named BUS 101 and as requirement of this course we need to do a
final assessment on any Bangladeshi market giants.
Our faculty Miss Kohnur Akter(Senior Lecture) of BBS wanted us to do a project on
PRAN-RFL Group. So, we are researching and making our final term paper on PRANRFL Group.

Objectives of the Assessment

To study the ideas and methods used in PRAN Group.

To evaluate the competing process and other programs of PRAN Group.

To know the marketing strategies of PRAN Group.

To know the position of PRAN Group nationally and internationally.

To understand the contribution of PRAN in the economy of Bangladesh.

To learn how PRAN Group makes the best use of domestic resources.

To observe how to be the market leader by making the best uses of opportunities.

To observe the CSR of PRAN Group.

To realize the secret behind the PRAN Products.

To analysis the HRD & HRM of PRAN Group.

Methodology
In order to know the secret ingredients of PRAN group,which makes them one of the
most successful company of Bangladesh,we follow few methods and through which we
come to know them more deeply and elaborately.
Methods we follow to collect information about PRAN group-

FGD (Focus Group Discussion)

In this process we asked a number of experts about there opinions, beliefs and attitudes
towards the products of PRAN group. We also asked them about the quality, standard and
health value of the PRAN products. We also questioned them about service, concept,
advertisement, ideas and concerns of PRAN.

KII (Key Informant Interface)

In the method of key information interface we talked with people of many sectors related
to PRAN RFL Group directly and indirectly. We talked with1.
2.
3.
4.
5.

Dealers of PRAN RFL Group

Customers of PRAN RFL products
Retailer
Whole seller
Shop keeper.

INTERNET
To know more elaborately about PRAN RFL Group we also take the help of internet.

OTHERS
We also take informations from news paper, articles and papers on PRAN RFL to make
our assessment more informative and rich.

Limitations of the study

Time is a major factor in this kind of work. But; we dont get enough time to do our
term paper work as it should be.

Due to secrecy of business strategy, the authority of PRAN Group didnt disclose
much in-depth information regarding organization.

Corporate executives usually remain very busy. It is difficult to get adequate time
from them.

Information about our term paper topic PRAN Group is not available in the internet that
much.

Chapter 2: Description

ORGANIZATIONAL OVERVIEW OF PRAN-RFL GROUP

PRAN-RFL is a conglomerate company. It is the largest agro food processor and food
exporter of Bangladesh. Our economy is based on agriculture and PRANs target is to
develop our agriculture sector. They are trying to create more demand for agro product,
produced by our farmers. Proper training & financial support for our poor farmers could
produce more agro products. They are trying to enlarge contact farming. In the other side
employment is created by food processing plant of PRAN. Their view is to create more
employment to eliminate poverty. Their target is to make their product available to every
corner of our country so, every customer get the right to consume. They export their
products more than 77 countries in the world and earning a lot of foreign currencies to
our country. PRAN is trying to accelerate their global market position rapidly.
PRAN- PRAN Group was born in 1980. Keeping in view the corporate mission of the
Group they have over the years diversified their activities in several areas. PRAN's
biggest asset is their competent team of hands-on managers and dedicated employees.
PRAN is Bangladesh's largest grower and processor of fruits and vegetables. Their
contract growers cultivate the choicest fruits and vegetables, which are processed in their
modern and hygienic factories to highest quality & international standards.
RFL - RFL started its journey with Cast Iron (CI) products in 1980. The initial main
objective was to ensure pure drinking water and affordable irrigation instruments for
improved rural life. Today the company has its wide ranges of CI products like pumps,
tube wells, bearings, gas stoves etc and has achieved the prestige as the largest cast iron
foundry and light engineering workshop in Bangladesh. With a vision to serve the
common people of Bangladesh with quality necessity products, RFL diversified its

operation into PVC category in 1996 & in Plastic Sector in 2003. At present it is market
leader in all these three sectors-Cast Iron, PVC & Plastic in the country. Sizeable amount
is also exported to different countries.
PRAN-RFL GROUP was born in 1980. Keeping in view the corporate mission of the
group we have over the years diversified our activities. Today we are the largest
processors of fruits & vegetables in Bangladesh. We encourage contract farmers and help
them grow quality crops with increased yields and to obtain fair prices. The Group
comprises of 10 companies. The head offices are located at Dhaka with production
facilities around the country. Our management is modern adapted to our environment &
culture. Our largest asset is our competent team of hands-on-mangers & dedicated
employees.
HISTORY- Actually PRAN was formed in 1980 by present CEO mej. G. (rtd.) Amjad
Khan Chowdhury & RFL was founded in 1980. In 1981 they were merged and started
their group named PRAN-RFL Group. Now they are one of the largest groups in
Bangladesh.
MEANING of PRAN-RFL PRAN means Program for Rural Advancement Nationally.
RFL stands for Rangpur Foundry Limited.
PRANs VIEW- Development of rural & agricultural sector of Bangladesh.
PRANs MISSION -Poverty and hunger are curses
PRANS AIM -To generate employment and earn dignity and self respect for our
competitors

PRANS VISION Improving livelihood.

TYPE OF COMPANY conglomerate Company. Manufacturing and food processing.
EMPLOYEE - 40,000.
INDUSTRES - 6

INDUSTRIES & CORPORATE OFFICES OF PRAN-RFL

GROUP

PRAN Company is careful and very much sincere about their products. They maintain
high quality and international standard in manufacturing their products. To satisfy their
customers and to deliver them what they want. PRAN-RFL drives through a process
which is modern, scientific and healthy at the same time. They collect the best row
materials and in their industries through the combining effort of man and machine
PRAN-RFL produce their supreme products.

In 1981 when PRAN & RFL merged together, there was a brand new start of their
journey. Now PRAN-RFL is one of the largest company in Bangladesh and they have six
industries across the country.

LIST OE INDUSTRIES:
1. Ekdala, Natore.
2. Ghorashal, Narshingdi, Polash.
3. Kaligong, Gazipur.
4. Adamjee EPZ.
5. Rupgonj, Narayangonj.
6. kellabond , Rongpur

PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they
also run some of their production functions temporarily.
CORPORATE OFFICE:
PRAN-RFL has corporate office which is in middle Badda, controlling all the functions
of the company. There are a huge number of sells offices and center all over Bangladesh.
Address of corporate office:
PRAN-RFL CENTER,
105, MIDDLE BADDA,
DHAKA 1212,
BANGLADESH, GPO BOX -83
TEL: +880-2-8819209 EXT. -271,
MOBILE: 01912-257289,
FAX- 880-2-8837464,
E-mail- hrm19@prangroup.com,
Web: www.pranrflgroup.com

ORGANOGRAM OF PRAN-RFL GROUP

C.E.O. (CHIEF EXECUTIVE OFFICER)

M.D. (MANAGING DIRECTOR)

D.M.D. (DEPUTY MANAGING DIRECTOR)

DIRECTORS

E.D. (EXECUTIVE DIRECTOR)

C.O.O. (CHIEF OPERATING OFFICER)

G.M. (GENERAL MANAGER)

A.G.M. (ASSISTANT GENERAL MANAGER)

S.M (SENIOR MANAGER)

MANAGER

D.M. (DEPUTY MANAGER)

A.M. (ASSISTANT MANAGER)

S.A.M. (SUB ASSISTANT MANAGER)

OTHER INFORMATIONS:

The CEO of PRAN-RFL group is Mej. G. (rtd.) Amzad Khan Chowdhury.

The DMD of PRAN-RFL group is Ahsan Khan Chowdhury.
There are 5 directors, 2 ED and 20 coo

TOTAL CONCERNS OF PRAN-RFL GROUP

PRAN is one of the rising market giant of Bangladesh. After founding in 1981, PRANRFL Group is increasing their business rapidly. Now they are one of the largest
conglomerate merger companies. PRAN-RFL Group has a total number of 37 concerns.

List of concerns:
Concerns of PRAN:
1. AMCL
2. Pack Mate
3. PAL
4. BBL
5. BAPL
6. PFL
7. PABL
8. PCL
9. DAIRY
Concerns of RFL:
1. PBCL
2. Plastics
3. METAL-1
4. METAL-2
5. Hanger
6. Re-Cycle
7. RCL
8. TANK
9. Bag

Other concerns of PRAN-RFL Group:

1. PDL
2. Charka
3. Property Lifts

And 16 more

TOTAL EMPLOYEE OF
PRAN-RFL GROUP
PRAN-RFL Group puts a lot of importance on their employees. They always try to
recruit efficient, dedicated, creative and hardworking employees for their organization.
Equal opportunity is given in both male and female workers. Their recruitment structure
is very developed and fair, so that they could build a strong team of employees. After the
recruitment PRAN-RFL provides them proper training to develop working skills, good
salary, commission on the profit, reward among the best employees and many more. They
consider the employees as asset. From one example about their responsibility is; they
always try to give salary before 29th day of the month, so that the employees dont have to
suffer from any kind of financial problem. There are a huge amount of employees in
PRAN-RFL group. The number of employee details is given below:

1. General workers 28,000

2. Overall workers 40,000
3. Current workers 28,000
4. Factory workers 20,000
5. Sales workers 8,000
6. corporate employees 2000
In the other side in management pyramid:
1. Top level management 2,000 employees including the CEO
Amjad Khan Chowdhury.
2. Middle level management 8,000 employees
3. Supervisory and worker level 30,000 workers.

Major General (rtd.)

Products of PRAN-RFL Group

PRAN takes a comprehensive approach to all kinds of agro processed food products,
considering all of the ways to make their products hygienic and qualitable.
With HACCP compliance to ensure best quality products reach to the consumers, PRAN
places great importance on hygienic manufacturing processes. This encompasses
everything from choosing quality materials to the use of storage facilities and careful
monitoring of products using electronic sorting. Skilled and experienced personnel select
finished products which are then examined in a laboratory to verify their quality and to
check for residual substances both before and after the production process.
Furthermore, companys computer systems offer continuous monitoring of all
manufacturing process to ensure the highest levels of quality.
PRAN food and beverage industry produces over 422 products and with their margering
partner
RFL they produce 0ver 2000 kinds of products.
List of PRAN products1.

Juices
-Juice in glass bottle
- Juice in Aseptic Pack
- Juice in hot filled PET bottle
- Juice in tin can

1. Drinks
-In HDPE Shape Pak
-In HDPE Bottle
-In PET bottle
-Instant Powder drink
2. Mineral water
3. Bakery
-Custard cake
-Pie cake

-Layer cake
-Bread
1. Carbonated soft drink
-PET bottle
-Energy drinks
6. Snacks
-Fried snacks
-Pallet Snacks
-Other Ethnics
-Chuteny
7. Culinary
Spice
Mix Spice
Pickle
Sauce, Ketchap & Paste
Jam & Jelly
Mustard Oil
Rice & Allied Products
Mushur Dal
Papar
Honey
Noodles &
Others.
8. Confectionary
Candy
Deposited Candy
Hard-Boiled Candy
Soft-Chew Candy
Chocolate & Toffee
Chewing gum
Loli Pop
Edible Jell
Fruit Bar
9. Biscuit
Biscuits
Water
Toast
10. Dairy
Liquid Milk
Milk Powder
Milk Drinks
Milk Allied Products

Product positions
In this journey of 32 years PRAN has come up with some really good products which are
high in quality and supreme in standard. Now PRAN has almost 422 products available
in marketplace. All the goods of PRAN are Halal.Products of PRAN are authorized by
ISO: 9001:2012, Haccap (Hazard analysis critical control point) and Halal.
PRAN places great importance on hygienic manufacturing processes. This encompasses
everything from choosing quality materials to the use of storage facilities and careful
monitoring of products using electronic sorting. Skilled and experienced personnel select
finished products which are then examined in a laboratory to verify their quality and to
check for residual substances both before and after the production process.
As PRAN gives highest priority in maintaining international standard and quality in there
products, thats why they are conquering the best position in Bangladesh and also into
international market in some cases.
Product position of PRAN in Bangladesh and in international market-

Products

Position in Bangladesh

Position : internationally

Juice

28

Beverage

N/A

Culinary

15

Dairy

18

Plastic products

N/A

Metal tools

N/A

Metal pipes

N/A

Snacks

22

Lift & Escalator

N/A

Generator

N/A

Export
PRAN, 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 of
Bangladesh. Starting successful journey to export market in 1996.
Export Inception of PRAN started in 1991 and the first export country is France. PRAN
currently exports there products to 300 million people (approximately) of more
than 77 countries.
Some export countries of PRAN products are -

Asia
1.
2.
3.
4.
5.
6.

Europe

Pakistan
India
Nepal
Bhutan
Afghanistan
Myanmar

1.
2.
3.
4.
5.
6.

France
Spain
Germany
England
Scotland
Ireland

Africa
1. Egypt
2. Senegal
3. Also in many countries of east and west Africa.
PRAN Also export there products in USA and many other countries of the globe.

HRM & HRD OF PRAN-RFL GROUP

HRD & HRM sector is a essential part of company. In Bangladesh PRAN-RFL Group is
in a leading position in food and beverage sector. The reason behind this success is their
HRD & HRM sector. In PRAN-RFL group selection, recruitment and personal is in HRM
sector .Training is in HRD sector. The details are discussed below:

PRAN-RFL GROUP

HRM

SELECTION &
RECRUITMENT

HRD

TRAINING

PERSONAL

HRM:
- SELECTION & RECRUITMENT: PRAN-RFL follows this structure for their
employee and worker selection:
1. Getting requisition of the vacant post.
2. Raising advertisement.
3. Receiving the application form.
4. Short listing candidates.

5. Preparing and sending interview card.

6. Employment test.
7. Interview.
8. List of suitable candidates
9. Final employment decision.
10. Final employee selection.
11. Sending appointment letter.
12. Recruitment.
-PERSONAL:
1. Employee guidance
2. Counseling.
3. Skill development
4. Personal development.
5. Management power development.

HRD:
1. On-the job training:
- Apprenticeship programs
- Job instruction training
- Preparing the trainees.
- Presenting the instruction
- Demonstrating trainees understanding.
- Placing the workers into job.

2. Off-the job training:

-

Classroom lecture.

Films

Demonstration

Case study

Training outside the company.

3. New employee training.

4. Mid management level training program
5. Sales training.
6. Factory training
7. Store management training
8. Office assistant training.
9. Distribution of sales management training
10. Material management training
11. Supervisors training.
12. Basic English course.

Corporate Social Responsibility

PRAN-RFL is a concept away to fight poverty & hunger in Bangladesh in the shortest
possible time through employment generation. PRAN-RFL is a corporation whose
corporate mission embodies in itself, corporate social responsibilities with the additional
compulsion to make profits in order to thrive and grow which it must to fulfill its
corporate social responsibilities in greater measure as time passes.
PRAN Signifies investment in agro processing: creating demands for farm produce which
create jobs in rural areas also preventing urban migration. PRANs aim to add value to
agricultural harvest.

Bangladeshs comparative advantage lies in creating a competitive edge in value added

agricultural products. This is what PRAN Stands for.
The Groups major achievement has been to try to consolidate fragmented land holdings
and to organize farmers into contract growers of specific crops for consumption in
PRANs major processed products. With the elimination of the middlemen, farmers
receive fair prices for their produce & due to technical assistance from the agroprocessing industry; yields, quality and income have risen considerably. Poverty
alleviation through profitable enterprises is now a reachable goal for many farmers. This
resolution is perhaps PRANs greatest achievement.
We know that the success of our business relies on a healthy environment. Were doing
all we can to be good a steward of our planets resources.
Our CSR effort revolves around the four premises i.e. Environment, Energy Preservation,
and Community & People to improve the quality of livelihood.

Promises To The Community

Dairy Development:
To develop the dairy industry in Bangladesh, PRAN has started Dairy Hub operations in
Bangladesh at its own cost were we are organizing farmers, counseling for raring of dairy
& providing cattle feed, Artificial Insemination and other veterinary support to the
farmers to increase the dairy yields.

Education Development:
PRAN is promoting education and supporting several schools in their operations proving
the salary of the teachers and staffs, providing books, arranging special coaching for the
students.
Other Social Support:

Helping Mosque, Temple & Churches.

Working together with Red Crescent.
Collecting and donating blood.
Working for the disabled.
Working with SAVE THE CHILDREN.
Helping the community in natural calamities.

We provide Airport Support for the Hajj Pilgrims every year from Bangladesh to
KSA.

To Consumer:
We care for our consumers need and satisfaction. Through our communication activities,
we let our consumer know about the benefits of our products and innovations. Our
approach is to do responsible marketing and have four clearly defined principles that
guide our communications:
1. We aim at building trust through clear communication.
2. We fully support consumers right to know what is in our products and we are
transparent in terms of ingredients. We provide clear communication about our
product ingredients, date of expire, nutrition values, etc.
3. We support our consumers by listening their suggestion, claims or feedback
through use of a combination of channels which include websites and Care line
phone numbers, etc to reduce any kind of misconception.
4. We provide clear price communication.

To Employee:
Equal opportunity are given to both male, female candidates irrespective of race,
religions, culture etc.
Selection is done based on merits and qualifications. Everyone has got clear-cut job
descriptions and got equal opportunity to contribute and share their ideas and thoughts to
grow in the company.
Employees are rewarded with salary, commission and incentives as per standards.
Workers and staffs are provided with free & subsidized food from the factory and office
cafeterias.

Employees health and hygiene are taken out most care with full time adequate numbers
of Doctors, nurses and other medical supports.
To develop the human skills, both on the and off the jobs trainings are constantly being
provided to all the workers and staffs.Promises To The Energy Preservation

SKY-Light Roof to utilize daylight during factory operation

CFL Bulbs at our Factories and offices to reduce Power Consumption
Powered Trucks to reduce Air Pollution and usage fossil fuel for all vehicles

Promises to the Environment

Community forestation: In different locations around Bangladesh, we are planting trees
to save our GREEN PLANET.
Effluent Treatment Plant (ETP): To ensure safe disposal of factory wastage we are got
ETPs in all the establishments of our Group.
Heat Recovery Boiler: We recover the heat to save energy that we produce and utilize in
our production facilities in all location

Chapter 3: Analysis

SWOT ANALYSIS ON PRAN-RFL GROUP

In Bangladesh PRAN-RFL is one of the most successful company as well as
organization. This group is trying to achieve a good position in local and global market.
So, they have to analyze the SWOT matrix. SWOT analysis is a planning tool used to
analyze an organizations STRENGTH, WEAKNESS, OPPORTUNITIES & THREATS.
Strength and weakness are organizations internal factor. Opportunities and threats are
organizations external factor. Now the SWOT analysis of PRAN-RFL is given below:
1. INTERNAL STRENGTH:

- Risk pooling factor.

- Large company and organization.
- Experiences.
- Superior source of finance.
- Better control over sources and raw material.
- Financial support
- Vast distribution network.
- Good reputation.
2. INTERNAL WEAKNESS:
- Unequal promotions strategy.
- Lack of first movers advantages.
- Lack of good control
- A lot of distance and a huge amount of transport cost.
- Internal promotion.
- Internal media planning.

- Unpreserved item
- Limited product range.
3. EXTERNAL OPPORTUNITIES;
- Demand in global market.
- Large demand in local market.
- Domestic natural resources.
- Cheap labor.
- Ethnocentrism
- Government incentives.
- Cash incentives.
- Vat.

4. EXTERNAL THREATS;
- Huge competition.
- Competition in market price.
- Lack of benefits.
- Strict health and technical standard.
- Changing choice of customers.
- Foreign competitor.
- Weak distribution.
- changing market.

MARKETING STRATEGY OF PRAN-RFL GROUP

PRAN-RFL is currently most well known food and Beverage Company in Bangladesh.
They are now the market leader of food & beverage sector in the market position of
Bangladesh .They always try to maintain some product standard like HACCP, HALAL
and ISO. Except that they are very conscious about their consumers, investors, customers
and all about stakeholders. As a market leader they have some market strategy. PRANRFLs strategies are divided into 4 parts1. STRETEGIES FOR PRODUCT:

High export quality products.

Maintaining the international standard in food, beverage and plastic products.

Maintaining HALAL & HACCP (USA) standard.

Quality Management standard of ISO (9001).

Attractive & colorful package like, bottle, packet etc.

Low rate of chemical and food color.

Different flavors for different customer choice.

Different foods and beverages for different age of customers.

Carbonated beverages, snacks are especially for young generation.

Juice, snacks are for all customers.

Long-lasting plastic products.

Export quality products which attract both local & foreign customers.

Changing products with the changing needs.

2. STRATEGIES FOR PRICE:

Reasonable price of product for all kinds of customer.

Cheaper product price than any other international companies of product.

Maintaining high quality products with comparatively low price.

Fix their product price cheaper than other local competitors.

Discount & offers on their products in various occasion like EID, New Year, etc.

3. STRATEGIES FOR PLACE:

Different category of foods & snacks in urban & rural area.

Specifying market places according to the choice & needs of customers.

To be the market leader of local market.

To achieve a good position in international market.

Increasing local & international dealer in different locations.

Activate market with their products.

4. STRATEGIES FOR PROMOTION:

Lots of attractive TV. Advertisement.

Billboards.

Newspaper, magazine advertisement.

Radio advertisement.

Internet advertisement.

By sponsoring social & national events.

Providing discounts among dealers & customers.

Attracting young generation.

FINANCIAL CONDITION OF
PRAN-RFL GROUP

PRAN-RFL group is the largest agro-processing company in Bangladesh. The export

condition of PRAN-RFL is very good position in the world market among all companies
of Bangladesh. There is a lot of demand of PRAN-RFL products over 77 countries in the
world .PRAN-RFL expect their export will grow and thus help diversity the countries

export item. This company has a target to export products worth TK. 4.0 million in the
current fiscal year.
Currently PRAN-RFL is exporting products to more than 70 countries including
neighboring India and Nepal. The demand for PRAN-RFL products in India was rising
fast. Their export to India would be at least 10 times the current figure, if the non-tariff
barriers facing the company are removed. The company has taken a move to construct an
agro-processing plant at Tripura in India to supply the products there at competitive
prices. They invest US$ 20 million there; it would help boost the exports to their country.
The PRAN-RFL group had launched their operation as an agricultural equipment
manufacturer back in 1980.It started producing agro-processing products in early 1990s
and now it produces more than 500 farm products apart from plastic goods. The group
also wants to boost export of its plastic products to Japan, USA and Canada. Bangladesh
has a great potential to tap the export market of petroleum by product. The developed
nations are importing the products from China and Vietnam. They are now searching for
new sources of the products at competitive prices. They are more advantageous position
than China and Vietnam. Buyers from the developed world are now rushing to PRANRFL group.

The group has 2 plastic goods producing plants; one is Adamjee EPZ and other at Polash,
Narshingdi. PRAN-RFL is now exporting plastic shopping bags to Japan and Canada.
They are also exporting plastic products to India, Middle East and Europe.
During mid 1980s, after launching its agro-processing products in the domestic market, it
was involved in farming. It started to grow pineapple, banana and papaya. They used to
supply their farm products to the cities Kawran Bazaar, but the value addition was very
low. At last they hired experts from abroad to help preservation procedures. A bright

prospect for the agro-processing products to meet the countries demand and the scope to
earn huge foreign exchange by exporting non-traditional goods . The bottled juice of
mangoes was the most successful innovation of PRAN-RFL Company by making it a
popular name in domestic market. After the success of its mango juice products, the
company set up a pulp processing plant at Natore. The plant has a processing capacity of
800 tons per day. This pulp processing plant involve into mango farming in Natore and
other surrounding districts .they assured the farmers to buy their products with a
attractive price. PRAN-RFL planned to buy 40,000 tons of mangoes worth TK. 750
million this year.
It is now facing on dairy products. They are now working on producing dairy products
and extending support to dairy farmers under its new dairy project. They are the only
company of HUB concept for dairy. They build dairy HUBs at different locations of the
country and it will help attain higher return from milk. The quantity of milk obtained in
traditional cattle rearing is very low and providing farmers with better training and highbread cattle would produce just for better results.

The PRAN-RFL group has a large number of company and concern. There are more than
30,000 employees in the company and mostly women.
The financial condition of PRAN-RFL group is very much developed and growing up
situation, which is only possible for their attempt to do something new and innovative. It
is very helpful to develop our countries dairy and agriculture sector.

CONTRIBUTION TO ECONOMY OF PRAN-RFL

PRAN-RFL is one of the leading companies in 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.

They put lots of contribution to our countries economy. The development to economy
sectors are

Export

They export their products over 77 countries worldwide.

They export products in Asia, USA, UK Canada and other countries.

Employment

They recruit a lot of top, middle and supervisory workers & employees over
year.
They have 40,000 workers overall.

Proper use of domestic resources

They use our domestic raw materials for their products.

They have their dairy HUB.

Industries

They have 6 industries over Bangladesh.

The industries are helping to develop our economical condition.

Foreign currency
From export PRAN-RFL earns a huge amount of foreign currency.
Contributing to our revenue.

Developing local market

Activating local market with their products.

Product distribution all over the country.

Dairy sector development

Dairy hub concept.

Contact farming.

Agriculture sector development.

Collecting raw materials directly from farmers

Collecting raw material from rural harvest land.

Development the lifestyle of customer

Product variation
Affordable product price.

Rural Development

Rural women got seasonal job.

Rural employment.

INDUSTRIES & CORPORATE OFFICES OF PRAN-RFL

GROUP

PRAN Company is careful and very much sincere about their products. They maintain
high quality and international standard in manufacturing their products. To satisfy their
customers and to deliver them what they want. PRAN-RFL drives through a process

which is modern, scientific and healthy at the same time. They collect the best row
materials and in their industries through the combining effort of man and machine
PRAN-RFL produce their supreme products.

In 1981 when PRAN & RFL merged together, there was a brand new start of their
journey. Now PRAN-RFL is one of the largest company in Bangladesh and they have six
industries across the country.

LIST OE INDUSTRIES:
7. Ekdala, Natore.
8. Ghorashal, Narshingdi, Polash.
9. Kaligong, Gazipur.
10. Adamjee EPZ.
11. Rupgonj, Narayangonj.
12. kellabond , Rongpur
PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they
also run some of their production functions temporarily.

CORPORATE OFFICE:
PRAN-RFL has corporate office which is in middle Badda, controlling all the functions
of the company. There are a huge number of sells offices and center all over Bangladesh.
Address of corporate office:
PRAN-RFL CENTER,
105, MIDDLE BADDA,
DHAKA 1212,

BANGLADESH, GPO BOX -83

TEL: +880-2-8819209 EXT. -271,
MOBILE: 01912-257289,
FAX- 880-2-8837464,
E-mail- hrm19@prangroup.com,
Web: www.pranrflgroup.com

Chapter 4: Termination

ACKNOWLEDGEMENT
It is our pleasure to acknowledge that, the assessment on PRAN Group was really a nice
learning curve for all of us. From which we have earned a wonderful experience and have
learned many things. We would like to thank our honorable course coordinator Miss.
Kohinur Akter,Senior Lecturer of BRAC University of Bangladesh , for providing proper
guidance and help to complete the research project properly. We also like to thank those,
who helped us by giving there valuable time, direction and information to make the
report in a appropriate way.

Accolades
As recognition of there work and success PRAN group achieved number of awards
nationally and internationally.

PRAN wins Asia Best Food & Beverage Products Award

PRAN one of the countrys largest food processing company has received the UDC Asia
Best Food & Beverage Products 2011 in recognition of its outstanding achievement in
business.Universo DeComercio (UDC) UK in collaboration with UDC Malaysia
awarded PRAN under the category Global Business Award (Food & Beverage Sector).

Director of PRAN-RFL Group along with Country Manager of PRAN in Malaysia Asif
Saygal received the award from Colin Bond, Chairman and Dr Erliana Nor, the chief
executive officer of UDC.The award-giving ceremony was arranged at Putra World Trade
Center at Kuala Lumpur.
For enormous success in export, PRAN won the National Export Trophy for last eight
consecutive years in the agro-processed food category.
PRAN is currently one of the most admired food & beverages brand among the millions
of people of Bangladesh and other 77 countries of the world where PRAN Products are
regularly being exported and for this PRAN won the best brand award in 2008 and 2009
consecutively.
PRAN also nominated for The Halal Journal Awards in the Best Halal Products category.
Also for excellence in product development, market development etc; PRAN has been
awarded numerous trophies in home and abroad.

Conclusion:
In Bangladesh we are blessed with so many natural resources. We are actually agriculture
based country. Most of our foods are produced by our rural farmers. PRAN-RFL at first
took steps to develop our rural and agricultural sector with new ideas of DAIRY-HUB,
Contact-Farming & Agro Food Processing concept. Now they are the largest agro-food
processor company in Bangladesh. They export a lot of products in various countries
including Europe, USA, Canada & Indian Subcontinent. So finally we can say that they
contributes a lot to our economy & recognize our rich source of farm to the world.

References:

William J. Nickels/Understanding Business (9th edition)

INTERNET
1. www.pranfoods.com
2. www.pranrflbd.com
3. www.wikipedia.com
4. www.google.com
Newspapers
Magazines & Articles
Mir Shamsul Alam (Chief Recruitment, HRM-Recruitment Section,PRAN-RFL Group )