Introduction:

In modern era business is very much complex because of even changing customer choice,
preference, taste etc and for the technological and high competition. As globalization, the
competition is spread over the world. So every organization should be maintaining international
standard. Every company or firm wants to make their loyal customer group. Each firm would like
to gain maximum profit through consumers satisfaction. Today each company has to face so
much competition. To perform all marketing tasks marketer faces two types of environment, one
is macro or external and another is micro or internal environment.
PRAN Group is the largest food and Nutrition Company of Bangladesh founded 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 is currently the most well-known household name
among the millions of people in Bangladesh and abroad also. Since its inception in 1981, 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.
Importance of the Study:
We know PRAN Group is a well known brand within Bangladesh. PRAN is a concept or a way to
fight poverty and hunger in Bangladesh in the shortest possible time through employment
generation. PRAN signifies investment in agro processing, creating demands for farm produce,
which create jobs in rural areas also preventing urban migration. PRANs aim is to add value to
agricultural produce. PRAN is in testimony to our convictions. It stands for: PROGRAMME FOR
RURAL

ADVANCEMENT

NATIONALLY.

We do not see why we should remain poor given the gifts endowed by nature such as fertile soil,
water, year round growing season, a river system for easy and cheap transportation and a hard
working

people

who

are

farmers

by

tradition.

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

agricultural products. PRANs journey started in 1981. Today they have major investments in

several corporate. They are the largest processors of fruits and vegetables in Bangladesh and
fast moving into milk, confectionery, tee, aromatic & fine rice, peanuts, pulses, mustard & spices
to name a few.
PRAN encourages contract farmers and helps them grow quality crops with increased yields and
to obtain fair prices. In the stock market their performance has been just as rewarding with both
PRAN Group publicly listed companies, Agricultural Marketing Co Ltd & Manipur Foundry Ltd
achieving blue chip status. Supporting PRAN is helping the Bangladeshi farmer and indeed
Bangladesh economy. Success of PRAN group is our success. Investing in PRAN is investing in
our and Bangladesh future.
Objectives of the Study:
The broad objectives of this study are to find out financial system of PRAN group.
The specific objectives of this study are show below:
1.
To identify the present financial system of PRAN group in Bangladesh.
2.
To analysis the present problems in operating marketing function of PRAN group
3.
To analysis the opinion of the participants involving operating marketing function of PRAN
group.
4.
SWOT analysis and future prospects of PRAN group.
5.
To prescribe appropriate recommendation and suggestion to overcome existing problems of
PRAN Group.
Specially, the above objectives of this study are to know the way by which we can take best
decision regarding its product, price, distribution, and promotional activities with the Marketing
and Financial environment.
Methodology of the Study:
The population sampled for the study was limited to the PRAN Group where we were assigned to
perform the study.
Data collections: In order to conduct the report, I have collected necessary information from two
sources
1. Primary sources of information
2. Secondary sources of information
Primary sources of information

Face to face conversation with the respective officers of PRAN Group

Oral interview of the responsible

Observation of department of PRAN Group

Secondary sources of information

Annual report of PRAN Group

A brief on staff of PRAN Group

Various document of the company

Website of PRAN Group.

Scope of Study:
The report is descriptive in nature. The study covers only various functional areas of Human
resource Department. No attempt is to perform detailed analysis effectiveness of the department.
The findings are strictly based on the information provided by respective personnel. The
concentration is on the presentation of the facts as discovered.
Limitations of the Study
Term Paper program is a one kind of procedural program. There are involved various factors
such as time/cost/information etc. So I have to face some problem to working this study. Mainly I
have faced few problem these so much important of my study. The companies officer are not
provided sufficient current information such as information on company existing market share,
industries demands, sales volume of competitors, accurate financial statement, cash in flow
statement, rough behaviors of some employees etc. When I have survey sample wholesalers,
retailers and customers then they have not cooperation with me.
After also I have some personal limitations such as money problem, time problem, lack of
available previous research materials due to insufficient knowledge about this research fields
through above limitation are exist. I have tried my best to overcome these limitations in this study.
CHAPTER TWO
Overview of the Organization:
PRAN is currently the most well known household name among the millions of people in
Bangladesh and abroad also. Since its inception in 1981, PRAN group has grown up stature and
became the largest fruit and vegetable processor in Bangladesh. It has also 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.
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 groups 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 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 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.
Factory Profile:
Company Name

Pran Group12 R. K. Mission Road, Dhaka 1203, Bangladesh

Address (Headquarters)

Pran Center, 105, Progoti Sarani, Middle Badda, Dhaka1212, Bangladesh

Contract Number

Phone: 880-2-9563126880-2-7167412880-2-7167416 Fax: 880-2-9559415

Establishment Year

1981

Registration Date

2009/01/15 (Year/Month/Date)

Buyer / Seller in EC21

Seller

Business Type

Manufacturer

Employees total

Above 30,00

Annual revenue

USD 100,000 500,000

Product:
JUICES

SNACKS

CONFECTIONERY
CARBONATED SOFT DRINKS

DAIRY
HOUSEHOLD ITEMS

ORGANIZATIONAL ADMINISTRATIVE FLOW MODEL

Mission & Vision:
Mission: Defines the fundamental purpose of an organization or an enterprise, succinctly
describing why it exists and what it does to achieve its vision. For example, the charity above
might have a mission statement as providing jobs for the homeless and unemployed A mission
statement is a brief description of a companys fundamental purpose. It answers the question,

Why do we exist The mission statement articulates the companys purpose both for those in the
organization and for the public.
The mission of PRAN group is to generate employment and earns dignity & self
respect for our compatriots through profitable enterprises.
Vision: outlines what the organization wants to be, or how it wants the world in which it operates
to be (an idealized view of the world). It is a long-term view and concentrates on the future. It
can be emotiveand is a source of inspiration. For example, a charity working with the poor might
have a vision statement which reads A World without Poverty.
PRAN groups vision is to improving livelihood
CHAPTER THREE
The Present Financial Strategy of PRAN Group:
Cash Conversion Cycle:
The Cash Conversion Cycle (CCC) measures how long a firm will be deprived of cash if it
increases its investment in resources in order to expand customer sales. It is thus a measure of
the liquidity risk entailed by growth. However, shortening the CCC creates its own risks: while a
firm could even achieve a negative CCC by collecting from customers before paying suppliers, a
policy of strict collections and lax payments is not always sustainable.
Cash Cycle:
The length of time between the purchase of raw materials and the collection of account
receivable generated in the sale of the final product. It is also called cash conversion cycle.
Cash cycle = Operating Cycle Accounts Payable
Operating Cycle:
Definition
The average time between purchasing or acquiring inventory and receiving cash proceeds from
its sale.
Formula to calculate operating cycle:
Operating Cycle = Inventory period+ Account Receivable period.
Operating Cycle Definition and Explanation:
The operating cycle is the number of days from cash to inventory to accounts receivable to cash.
The operating cycle reveals how long cash is tied up in receivables and inventory.
A long operating cycle means that less cash is available to meet short term obligations.
Inventory Period: This consists of as follows:
1. Raw Materials
2. Packing Stuff

3. Store & Process

4. Work-In-Process
5. Finished Goo
Amount in taka
As at
30-jun-2012

30-jun-2011

Sales Volume of PRAN Group:

Year

Sales Volume (Tk.)

2004-05

10,00,00,000

2005-06

12,00,00,000

2006-07

13,00,00,000

2007-08

16,00,00,000

2008-09

18,50,00,000

2009-10

21,50,00,000

2010-11

28,50,00,000

2011-12

35,70,00,000

Source: Official record, Annual report of PRAN 2011-2012

The information is presented in a diagram chart which is given below:
Account Receivable Period
Average receivables are equal to the sum of beginning receivables and ending receivables,
divided by two. The number alone doesnt provide much information. It must be compared to
average receivable collection periods for other companies in the industry, as well as past
collection periods, to find out if collection times are increasing or decreasing.
Formula:
Average receivables = (Beginning receivables + Ending receivables) / 2
Year Calculation Average receivables
Total Units (Sales):
Total units (sales) for the last eight years are given below:
Year

Total Units (Sales)

2004-05

27500000

2005-06

30000000

2006-07

32000000

2007-08

35500000

2008-09

39500000

2009-10

43500000

2010-11

46000000

2011-12

51500000

Sources: Official Record, Annual Report of PRAN 2011-12

CHAPTER FOUR
Ratio Analysis:
Ratio Analysis, being the basic tool of the strategic analysis, is extremely important for an
organization to carry out its business planning. Ratio Analysis is one of the basic tools of financial
analysis. And it is a fact that financial analysis itself plays an important role in the progress of
business strategic planning. Being the basic tool of the strategic analysis, ratio analysis plays a
vital role and it is not possible to complete the analysis of a companys strengths, weaknesses,
opportunities and threats, without an analysis of its financial position.
Return on Assets:
ROA =

EACS
Total Asset

Year 2011
ROA =

45490177
1172667837

3.88%

Year 2012
ROA =

52217607
1138318801

4.58%

Table: 1
YEARS

PRAN

2012

4.58%

2011

3.88%

In the above from Table-1 & Graph-1 of ROA is showing that in year 2012, pran group is 4.58%
where in year 2011 was 3.88%. I can say that pran is in the highest position from year 2011 to
year 2012.
Return on Equity:
ROE =

EACS

Total common stock equity

Year 2011
ROE=

45490177
401331039

11.33%

Year 2012
ROE =

52217607
426965832

12.23%

Table: 2
YEARS

PRAN

2012

12.23%

2011

11.33%

In the above from Table-2 & Graph-2 of ROE is showing that in year 2012, pran group is 12.23%
where in year 2011 was 11.33%. I can say that pran is in the highest position from year 2011 to
year 2012.
Net Profit Ratio:
Net Profit Ratio =

Net profit

* 100

Sales
Year 2011
Net Profit Ratio

45490177

1316345576
=

3.45%

Year 2012
Net Profit Ratio

52217607

1479083463
=

3.53%

Table: 3
YEARS

PRAN

2012

3.53%

2011

3.45%

In the above from Table-3 & Graph-3 of Net Profit Ratio is showing that in year 2012, pran group
is 3.53% where in year 2011 was 3.45%. I can say that pran is in the highest position from year
2011 to year 2012.
Gross Profit Ratio:
Gross Profit Ratio =

gross profit

* 100

Sales
Year 2011
Gross Profit Ratio

286842298
1316345576

21.80%

Year 2012
Gross Profit Ratio

327732815
1479083463

= 22.16%
Table: 4
YEARS

PRAN

2012

22.16%

2011

21.80%

In the above from Table-4 & Graph-4 of Gross Profit Ratio is showing that in year 2012, pran
group is 22.16% where in year 2011 was 21.80%. I can say that pran is in the highest position
from year 2011 to year 2012.
Liquidity
Current Ratio:
Current Ratio =

Current asset
Current liability

Year 2011
Current Ratio

756842149
591768482

1.28%

Year 2012
Current Ratio

777882302
5704158

1.36%

Table: 5
YEARS

PRAN

2012

1.36%

2011

1.28%

In the above from Table-5 & Graph-5 of Current Ratio is showing that in year 2012, pran group is
1.36% where in year 2011 was 1.28%. I can say that pran is in the highest position from year
2011 to year 2012.
Debt Management
Debt Ratio:
Debt Ratio =

Total debt
Total asset

Year 2011
Debt Ratio

742468482
1172667837

63.31%

Year 2012
Debt Ratio

683440850
1138318801

60.03%

Table: 6
YEARS

PRAN

2012

60.03%

2011

63.31%

In the above from Table-6 & Graph-6 of Debt Ratio is showing that in year 2012, pran group is
60.03% where in year 2011 was 63.31%. I can say that pran has the best dependency in year
2012 than year 2011.
Asset Turnover Ratio:
Asset Turnover Ratio =

sales
Total asset

Year 2011
Asset Turnover Ratio

1316345576
1172667837

= 1.12 times
Year 2012
Asset turnover Ratio =

1479083463
1138318801

1.30 times

Table: 7
YEARS

PRAN

2012

1.30 times

2011

1.12 times

In the above from Table-7 & Graph-7 of Asset Turnover Ratio is showing that in year 2012, pran
group is 1.30 times where in year 2011 was 1.12 times. I can say that pran is in the highest
position from 2011 to 2012.
Equity Ratio:
Equity Ratio =

Net profit after tax

Equity share capital

Year 2011
Equity Ratio

45490177
80000000

56.86%

Year 2012
Equity Ratio =

52217607
80000000

65.27%
Table: 8

2012

65.27%

2011

56.86%

In the above from Table-8 & Graph-8 of Equity Ratio is showing that in year 2012, pran group is
65.27% where in year 2011 was 56.86%. I can say that pran is in the highest position from 2011
to 2012.
Inventory Turnover Ratio:
Inventory Turnover Ratio =

Net sales
Average Inventory

Year 2011
Inventory Turnover Ratio

1316345576
514774187

2.55 times

Year 2012
Inventory Turnover Ratio =

1479083463
534462767

2.77 times

Table: 9
YEARS

PRAN

2012

2.77 times

2011

2.55 times

In the above from Table-9 & Graph-9 of Inventory Turnover Ratio is showing that in year 2012,
pran group is 2.77 times where in year 2011 was 2.55 times. I can say that pran is in the highest
position from year 2011 to year 2012.
CHAPTER FIVE
Findings

Return or Profitability:
Return on Assets (ROA): The Return on Assets ratio is calculated from Appendix A-1 to A-2.

The highest value of the ratio is 4.58% in year 2012 and lowest is 3.88% in year 2011. So, the
performance of 2012 is so good than 2011.
Return on Equity (ROE): The Return on Equity ratio is calculated from Appendix A-1 to A-

2.The highest value of the ratio is 12.23% in year 2012 and lowest is 11.33% in year 2011. The
performance of PRAN was good in last year.
Net Profit Margin: The Net Profit Margin ratio is calculated from Appendix A-1 to A-2. It shows
the net profitability of two years. In there, PRAN shows the best performance in year 2012. The

highest value of the ratio is 3.53% in year 2012 and the worst value of PRAN was 3.45% in year
2011.
Gross Profit Margin: The Gross profit margin ratio is calculated from Appendix A-1 to A-2. It
shows the net profitability of two years. In there, PRAN shows the best performance in year 2012.
The highest value of the ratio is 22.16% in year 2012 and the worst value of PRAN was 21.80% in
year 2011.

Liquidity:

Current Ratio: Current ratio is calculated from Appendix A-1 to A-2.PRAN is in the best
position in year 2012 and the value is 1.36%. But the performance of year 2011 was poor than year
2012.

Debt Management:

Debt Ratio: Debt ratio is calculated from Appendix A-1 to A-2. It shows PRAN has the more
dependency in year 2012 which value is 60.03% and the value of year 2011 was 63.31%

Asset Turnover Ratio:

Asset Turnover ratio is calculated from Appendix A-1 to A-2.PRAN is in the best position in year
2012 and the value is 1.30 times. The value of year 2011 was 1.12 times which is poor than year
2012.

Equity Ratio:

Equity ratio is calculated from Appendix A-1 to A-2.PRAN is in the best position in year 2012
and the value is 65.27%. The value of year 2011 was 56.86% which is poor than year 2012.

Inventory Turnover Ratio:

Inventory Turnover ratio is calculated from Appendix A-1 to A-2.PRAN is in the best position in
year 2012 and the value is 2.77 times. The value of year 2011 was 2.55 times which is poor than
year 2012.

CHAPTER SIX
6.1. CONCLUSION:
PRAN is one of the most popular brands in Bangladesh as well as in international market
recently. Now the firm is facing various types of financial & marketing problems. In this paper
some suggestions and recommendations have been given so that the firm can overcome those
problems. I believe that the management of PRAN group is more experience as well as they are
also thinking about those problems. I think management should be took care this problem.
So, through the observation of the activities and information collected from the interview of
participant such as wholesalers, retailers, customers it can be said that this firm is being
profitable conduct becomes the firm is not to strong on counter remarkable competition, workers
dissatisfaction, and for sufficient demand in comparison with the manufactured goods. But the

firm is not being able to perform its financial activities with efficiency. In this condition continues
the firm will be endangered and undergo less in the long run. But it is possible to expand this firm
to a greater extant, if it can make use of its present opportunities and facilities properly and it will
be possible for it to earn more profit than it is earning now. Therefore, the firm will have to give
importance to perform the financial activities efficiently.
Recommendation:
I think the following suggestion and recommendation ate seen feasible for the improvement of the
existing PRAN Group. These are given in below:
a) Quality Ensures:
The firm should ensure quali
CONCLUSION:
PRAN is one of the most popular brands in Bangladesh as well as in international market
recently. Now the firm is facing various types of financial & marketing problems. In this paper
some suggestions and recommendations have been given so that the firm can overcome those
problems. I believe that the management of PRAN group is more experience as well as they are
also thinking about those problems. I think management should be took care this problem.
So, through the observation of the activities and information collected from the interview of
participant such as wholesalers, retailers, customers it can be said that this firm is being
profitable conduct becomes the firm is not to strong on counter remarkable competition, workers
dissatisfaction, and for sufficient demand in comparison with the manufactured goods. But the
firm is not being able to perform its financial activities with efficiency. In this condition continues
the firm will be endangered and undergo less in the long run. But it is possible to expand this firm
to a greater extant, if it can make use of its present opportunities and facilities properly and it will
be possible for it to earn more profit than it is earning now. Therefore, the firm will have to give
importance to perform the financial activities efficiently.
Recommendation:
I think the following suggestion and recommendation ate seen feasible for the improvement of the
existing PRAN Group. These are given in below:
a) Quality Ensures:
The firm should ensure quality of PRAN product according to the consumer need and
expectations. Quality of a product is of attributes that the consumer expects in a particular
product. So quality should be select from consumer viewpoint.
b) Proper Policy: PRAN should follow the proper policy for their group and they also select right
dividend policy.

c) Product Development:
The Company will make as economic and quality product for large market share.

It improves product quality and adds new product features and improved styling.

It adds new models and flanker products (i.e. products of different sizes, flavors, and so forth

that protect the main product).

It enters new market segments.
It increases its distribution coverage and enters new distribution channels.
It shifts from product awareness advertising to product preference advertising.
It lowers prices to attract the next layer of price sensitive buyers.

BIBLIOGRAPHY
Websites:
1) www.pranrflgroup.com
2) http://www.pranfoods.net/
3) http://www.slideshare.net/Mouri36/pran-group
4) http://www.marketwatch.com/investing/stock/pran/financials
5) http://www.scribd.com/doc/44303390/Annual-Report-Analysis
6) http://bhola.en.ec21.com/company_info.jsp

http://www.assignmentpoint.com/business/finance/financial-system-of-a-production-firm-prangroup.html
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Introduction:
In this report, we have also created a new product of the Pran Food Companys
product line that is newly introduced into the market. For that product, we make a
marketing plan including essential marketing strategies.
1.2 Objective of the study:

Objective of the study of the report is to cope with the marketing strategy for
launching a new product into the market. The report is showing that how to launch
and what strategy should be taken for marketing new product.
1.3 Scope of the study:
We can not cover all the topics of the study in our report. But, we tried to cover as
much as possible.
1.4 Limitation of the study:
We have faced many limitations for preparing this report. Time to complete the
report is too short. Information is not available enough in our hand and Internet, and
Company does not provide enough information at the time of survey.
1.5 Methodology:
The report has been prepared by the help of both primary and secondary data. We
have collected primary data by surveying the corporate office of Pran Food
Company and secondary data from Internet and the annual report of the company
as well.
(Company and Existing product review)
2.1 Company Background
The Pran Foods Company is sister firm of the Agricultural Marketing Co Ltd. It is
established first as juice and packaging foods producing company. Recently, it
expands its product line in dairy milk.
Corporate office:
Pran Dairy Ltd.
12 R.K Mission Road
Dhaka
Web: www.pranfoods.net
Phone: 880-2-9563126
Factory
Bagerpara,
Palash, Narashingdi.
2.2 Existing Product Review
Now Pran Dairy Limited is producing and marketing various types of juices and other
packaging products. It is also producing dairy products. The most of the Prans
products are instantly usable. Juices and diary products are frozen foods.
We are focusing here juices and dairy products which are frozen and instantly
usable.
Juices, that available in the market are as Pran mango juice, Pran lichi drink, Pran
fruity, and so one.
Pran Food Company has also introduced packaging pasteurized liquid milk in the

market. The packet contains 250mg, 500mg and 1litres. The milk collection system
of Pran Dairy Ltd. is unique and best. The company workers are reaching to the
thousands of farmers in the country every day to collect fresh milk so that the
consumers get pure and fresh milk full of nutrition. The out look of packet of Prans
milk is given in bellow:
New product Review
Pran Company, the well known juice and packaging foods producing company is
going to introduce a new Dairy product with its existing products.
Name of the product: Pran Chocolate Milk.
Product line:
a. Pran Straw berry Chocolate Milk
b. Pran Vanilla Chocolate Milk
Pran Straw berry Chocolate Milk
Ingredients:
Particulars % per 100ml (minimum)
Milk Fat 3.5%
Protein 3.4%
Carbohydrates 4.7%
Minerals 0.7%
Strawberry (Flavor) 4%
Energy 60%
Total 100%
Chart: Ingredients combination
Quantity:
200ml and 500ml Pack for both Strawberry and Vanilla Chocolate Milk.
Pran Vanilla Chocolate Milk
Ingredients:
Particulars % per 100ml (minimum)
Milk Fat 3.5%
Protein 3.4%
Carbohydrates 4.7%
Minerals 0.7%
Vanilla (Flavor) 4%
Energy 60%
Total 100%
Quantity:
200ml Pack and 500ml for both Strawberry and Vanilla Chocolate Milk.

Common features
The back side of the packet will show all the features of the product.
Collection of milk:
The milk collection system of Pran Dairy Ltd. is unique and best. The company
workers are reaching to the thousands of farmers in the country every day to collect
fresh milk so that the consumers get pure and fresh milk full of nutrition. The Pran
Dairy Ltd. is going establish a dairy farm very soon to and ensure produce fresh
milk.
Type of the product:
Frozen food that is instantly usable.
Special features for Pran Chocolate:
Full cream HALAL milk with Strawberry and Vanilla flavored and colored.
Process:
Pran Milk is processed by Ultra High Temperature. It needs no boiling before use,
and no refrigeration till open.
Durability:
Thus, it is processed by Ultra High Temperature and Tetra Fino pack, will be usable
up to three months from the manufacturing date.
Packaging:
Tetra Fino packaging, a packet from Tetra pack .
Price of the product:
Same price for Strawberry and Vanilla Chocolate Milk as mentioned in bellow:
200 ml Tk. 15 and 500 ml Tk. 35
(Current market Situation Analysis)
4.1 Market Situation Analysis
Diary industries are mainly developed and expand its business in the cities areas. In
diary sector, The Pran Company has many competitors in the current market. If we
analyze the market share, we find the following scenarios:
4.2 Product Situation Analysis
The current product situation has been shown in the chart. Three years financial
data are included in the chart in opposite page.
Particulars Rows 2005 2006 2007
1. Industry sales in units
a. 250 ml 30,00,000 32,00,000 35,00,000
b. 500 ml 10,00,000 11,00,000 15,00,000
2. Market Share 12% 12.9% 15%
3. Average cost per unit
a.250 ml 12 14 15
b.500 ml 22 25 26
4. Variable cost per unit

a. 250 ml 6 8 10
b. 500ml 13 15 17
5. Contribution Margin Average 3-4 7.5 8 8
6. Sales revenue 5,80,00,000 7,23,00,000 9,15,00,000
7. Net C.M (Amount) 1*5 3,00,00,000 3,44,00,000 4,00,00,000
8. Marketing Expense 6-7 1,80,50,000 2,05,00,000 2,65,00,000
9. Net operating income 1,19,50,000 1,39,00,000 1,35,00,000
4.3 Competitive Situation Analysis
Competitors products available in the current market are as Milk Vita, Arong, R.D
and Farm Fresh. Individual description of these products are given in bellow:
Milk Vita
Milk vita is one of the most famous and reputed
Milk producing dairy company in our country. It
has a strong brand image. Milk Vita has normal
dairy milk in 2500ml, 500ml and 1 liter pack. It
has also Chocolate milk in 200ml and 500ml pack.
Milk Vita is the market leader in dairy industries.
Arong
Arong is the sister firm of BRAC. It also has the
reputation among the consumers. Arong is providing
its products through various distribution outlets, and
selling Arong milk in their own super shops. Arong has
also Chocolate milk with normal dairy milk in the
market.
R.D
R.D is marketing normal dairy milk with various
types of fruit milk in the current market.
Farm Fresh
Farm Fresh dairy company is producing milk in
Tetra pack instant drinking.
4.4 Distribution Situation Analysis
All the packaging milk producers are using their special transportation facilities to
send the product to the retailers and super shops, and even to the grocery shops.
Every company is using faster transportation because of its less durability. The Pran
Company has established a faster distribution channel earlier. Because, it is a well
known juice producing company. So Pran Company is taking the finest opportunities
for distributing the diary product and consumers are getting that benefit. Peoples
who are in above to the upper middle class will consume from super shops, and
bellow of the middle class will consume from the retailers and grocery shops in
general. Super shops 30%, retailers 20% and grocery shops contain 50%

distribution outlets that is shown in chart:

Particulars %
Super shops 30%
Retailers 20%
Grocery shops 50%
4.5 Macro environment Situation Analysis
This section of the report describes the broad macro-environment factors that
include- demographic, economic, technological, political-legal, socio-cultural factors
that can affect the future of the product line. Before entering into the market,
marketing manager must have to consider for getting benefit over those factors.
(SOWT & Issue Analysis)
As marketing manager, we must analyze the products opportunities and threats,
strengths and weaknesses (SWOT) before entering into the market that help us
what to do or not to do, and even help whether the product should be launched or
not. So the results of our SWOT analysis are enlisted in bellow:
5.1 Opportunities and Threats analysis:
We, the marketers group have identified the main opportunities and threats facing
in the business.
5.1.1 Opportunities:
The main opportunities, facing by the Pran Food Companys product line are as
follows:
Market study shows that consumers are showing huge interest in variety of milk.
The maximum retailers and super shops are willing to carry the Pran Companys
products.
5.1.2 Threats:
Every company faces threats when they newly enter into market or for the existing
company. Threats facing the Pran Food Company are as follows:
Pran has many competitors which are marketing diary products. It has a strong
competitor (Arong) in producing Chocolate Milk.
Current political unstable situation may affect the new product launching
activities.
Uprising commodity price is also a threat for the product in newly introducing into
the market.
Bangladesh government may establish a stringent product safety law, which
would entail product redesign work.
5.2 Strengths and Weaknesses analysis
The product manager of accompany needs to identify product strengths and
weaknesses before launching into the market.

5.2.1 Strengths:
The Pran Food Company has some strong sides. The main strengths of Pran
Company are as follows:
The Pran Company has excellent brand awareness and a high quality image as
juice and packaging product producing company.
Dealers and sale personnel who sell the Prans product are knowledgeable and
well trained in selling.
The Pran Company has an efficient service network and strong distribution
channel to reach the product to the consumers quickly.
Pran is introducing its Chocolate Milk with two well known and well excepted
flavors (Strawberry & Vanilla).
5.2.2 Weaknesses:
The Pran Food Company has some weaknesses for Pran Chocolate Milk. The main
weaknesses of Prans product line are as follows:
Prans line is not clearly positioned in diary product compared with Arong and Milk
Vita.
The current advertising campaign for the diary product is not particularly creative
and exciting.
The quality of core product (Milk) is as same as the competitors product.
The budget of advertising and promotion is lower than its competitors.
5.3 Issue analysis
In this section of marketing plan, as product manager, we use the strengths and
weaknesses analysis to define the main issues that the plan must address. Pran
Company must consider the following basic issue:
Should Pran stay in the diary business?
Can it compete effectively with its current market competitors? Should it divest
this product line?
If Pran stays in the business, should it continue with its products, distribution
channels, and price promotion policies?
Should Pran increase its advertising and promotion expenditures to match
competitors expenditures?
Should Pran pour money into R&D to develop advanced features, and packaging
style?
(Financial & Marketing Objective)
6.1 Financial Objectives
Pran management wants each business unit to deliver a good financial
performance. The product manager sets the following financial objectives:
Earn an annual rate of return on investment over the next 5 years of 3
percent after taxes
Produce net profits of Tk.50,00,000 in 2009.
6.2 Marketing Objectives
In this section of the plan, marketing objectives must convert the financial

objectives into marketing objectives. We want to earn Tk.50,00,000 profits and its
target margin is 10 percent on sales, then it must set a goal of Tk.5,00,00,000 of
sales revenue. We set an average price tk.15 for 200ml and Tk.35 for 500ml. The
company expects the total sales of Chocolate Milk are 20,00,000 units of 200ml and
5,72,000 units of 500ml pack that include 6,86,000 liters of prepared milk. For
achieving this market share, the will have to set certain goals for consumer
awareness, distribution coverage, and so on.
(Marketing Strategy for Pran Chocolate Milk)
7.1 Market Segment:
The market has been segmented on the basis of geographic and demographic
factors. People who live in the Dhaka city, aged 6 to 25 years and high income
generated, do not prefer normal milk are our primary segmentation for Pran
Chocolate Milk. It is an effective segmentation; because it is accessible,
substantial, and actionable.
7.2 Target Market:
In evaluating different market segments, we set our target market as 6 to 25 years
old people who live in Dhaka city considering the selective specialization.
7.3 Market Positioning:
The product strategy is also based on quality. In this case, we have positioned our
product as full cream HALAL Proved milk with Strawberry and Vanilla flavor that can
differentiate it from the competitors products.
7.4 Product line:
a. Pran Strawberry Chocolate Milk
b. Pran Vanilla Chocolate Milk
7.5 Quantity:
We have planned to launch Chocolate Milk in 200ml and 500ml pack for both
Strawberry and Vanilla Chocolate Milk.
7.6 Price of the product:
We set the price for our valued consumers for 200 ml @ tk.15 & 500 ml @ tk. 35.
7.7 Distribution Outlets:
To distribute our new product to consumers, we will emphasize on Retail stores and
super shops, and even the grocery shops as well which are already involved in
selling our existing products and also allow new one in which frozen foods storage
equipments are available.
7.8 Service:
Basically, Pran Chocolate Milk is a packaging and instantly useable frozen food; we
will provide our product in time to the sellers so that consumer can get it timely. We

will open complain box in where consumer will put their complains and suggestions
that will be helpful to the company for further improvement of the product.
7.9 Sales Promotion:
Sales promotion consists of short term incentives to encourage the purchase or the
sales of a product or service. Now, Sales promotion offers reason to buy product or
service. The main objective of this Sales promotion is to increase short term sales or
help to build long term market share. We will use this Sales promotion strategy in
the following cases:
1. When inside the company, product manager faces greater pressures to increase
the current sales, and Sales promotion is viewed as an effective short term sales
tool.
2. When externally, the company will face more competition, we will use Sales
promotion to differentiate our offer from the competitors.
3. When advertising efficiency will decline because of rising cost, media clutter, and
legal restraints.
7.9.1 Sales promotion tools
We will use the best one among the following Sales promotion tools.
7.9.1.1 Coupon
Coupon is certificate that gives the buyers a saving when they purchase specified
product.
7.9.1.2 Rebates
Cash refund offers or rebates are like coupons except that the price reduction
occurs after the purchase. Consumer will show the proof of purchase and get the
refund part of the purchase price.
7.9.1.3 Price pack
Price packs offer consumers saving off the regular price of a product. The company
will mark the reduced prices directly on the label or package. Price packs can be
single packages sold at a reduced price such as three for the price of two.
7.10 Advertising:
We have taken some specific strategies for advertising.
7.10.1 Advertising objectives
Advertising objective is a specific communication task to be accomplished with a
specific target audience during a specific period of time. Firstly, we will use
advertising to achieve three aims, such as inform, persuade, and remind.
7.10.1.1 Informative advertising
Informative advertising is used heavily when introducing a new product category. In
this case, the objective is to build primary demand, and create the awareness
among the consumers about the product. The company will use the Informative
advertising at the initial time when they run their new business.
7.10.1.2 Persuasive advertising
Persuasive advertising become more important as competition increases. Here, the
companys objective is to build the selective demand. They will use this Persuasive

advertising at the time when face heavy intensity of competition is existed in the
market.
7.10.1.3 Reminder advertising
Reminder advertising is important for the mature company. We will use it when our
product will be matured.
7.10.2 Advertising message
No matter how big the budget, advertising can succeed only if commercials gain
attention and communicate well. Good advertising message are especially
important in todays costly and cluttered advertising environment. The purpose of
advertising is to get consumers to think about or react to the product or the
company in a certain way. In order to attract the consumers we will focus on low
price of our product than the competitors, attractive features that is full cream and
strawberry and Vanilla flavor. These offers will give the health conscious consumers
physical and financial benefits.
7.10.3 Advertising media
Thus our business will be limited within the Dhaka city first; we will use news
papers; satellite TVs and bill boards as advertising media for newly introducing
product.
7.11 Research and Development:
The research & development team is involved in continuous research for developing
the product quality, packaging style, and other features as the consumers demand.
The marketers hawk eye on the consumers response helps the researcher to
develop the product. Pran Chocolate Milk with Strawberry and Vanilla flavor is the
successful creation of that department.
7.12 Marketing Research:
Due to the market segmentation that the Pran Food Company has established, will
require a constant updates in terms of the potential size, distributions, and
purchasing patterns of the quality conscious executives markets. The company will
evaluate the performance on the basis of the sales units, and send a survey team to
measure the consumer satisfaction
Action Program
8.1 Available Action Program for the new product
In this stage of the marketing plan, we have tried to show how Pran Food Company
will carry out its marketing strategy:
December:
Thus, we will launch our product into the market from the early January; some
advertisement will be given in news papers, satellite TV channels and bill boards as
well in December to attract the prospects. This project may cost about tk. 7,00,000.
January:
Heavy advertisement will be continued that our products are available in the

market. We will organize an open concert for promoting Pran Chocolate Milk. It
may cost tk.10,00,000
March:
A consumer contest will be conducted, which award ten winners to the St. Martine
will trip for three days. The planned cost for the project is tk. 5,00,000.
June:
Best sellers will be awarded on the basis of sales revenue. The company will take
decision about terms and conditions. The planned cost is 10,00,000.
8.2 Contingency Action Program
The contingency action program will be applied after evaluating the sales in August,
if it will be found that sales are not satisfactory then a sales promotion will be held.
The consumers will be allowed to buy two get one free offer for some specific
period of time.
Financial projection
9.1 Sales forecast
Since our sales increased over two years, for 2009 we have planned to internally
develop a new product that is Pran Chocolate Milk. The company will buy fresher
milk from various diary firms than competitors and introduce a diary firm to produce
milk as well.
Although the company is not a major player in diary sector compared with the
competitors, we are spending huge money in that sector achieve more market
share.
The company depends on our dominance of the latest in technology of ergonomics
and must remain on the top of new technologies in display, input and output, and
communication and distribution.
4.2 Expense forecast
Our expense will occur as the result of both historically successful marketing
endeavors and projected marketing programs designed to take advantage of
expanding market share and improved product lines. The initial costs are high
relative to the maintain costs. Similarly, publishing department will incur higher
start-up expense than maintenance costs after initial publication.
4.3 Marketing Expense Budget
Thus we are newly introducing in the market, we will emphasize our marketing
expense on advertising and sales promotion activities.
Conclusion
We have also created a new product of the Pran Food Companys product line that is
newly introduced into the market. For that product, we make a marketing plan
including essential marketing strategies.We have faced many limitations for
preparing this report. Time to complete the report is too short. Information is not

available enough in our hand and Internet, and Company does not provide enough
information at the time of survey.
Diary industries are mainly developed and expand its business in the cities areas. In
diary sector, The Pran Company has many competitors in the current market.
Pran management wants each business unit to deliver a good financial
performance. The product manager sets the following financial objectives: Earn an
annual rate of return on investment over the next 5 years of 3 percent after taxes
and produce net profits of Tk.50,00,000 in 2009. In plan, marketing objectives must
convert the financial objectives into marketing objectives. We want to earn
Tk.50,00,000 profits and its target margin is 10 percent on sales, then it must set a
goal of Tk.5,00,00,000 of sales revenue. We set an average price tk.15 for 200ml
and Tk.35 for 500ml. The company expects the total sales of Chocolate Milk are
20,00,000 units of 200ml and 5,72,000 units of 500ml pack that include 6,86,000
liters of prepared milk. For achieving this market share, the will have to set certain
goals for consumer awareness, distribution coverage, and so on.
In finally we can conclude that we will be successful in marketing our new product
Pran Chocolate Milk through our marketing strategies and plan.

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PRAN stands for Program for Rural Advancement Nationally.The largest fruit and vegetable
processing industry in Bangladesh with countrywide distribution network AMCLs PRAN is an
established brand of Bangladesh with an extensive sales force all over the country. PRAN have a
well-developed infrastructure for production, sales and distribution. PRAN has proven itself as
Local product but of international standard.
AMCL was launched in 1985 as an agri-business venture to:

Serve small farmers with inputs.

Marketing farm produce for profits.
Organizing contract growers to grow specific crops.
Exports of agricultural products.

Soon it was apparent that a processing facility was imperative for a sustainable venture. AMCL
therefore set up a factory on 8 acres in Ghorasal with machinery for bottling and canning in May

1991. The factory has expanded substantially over the last 9 years in all spheres of food
processing e.g. bottling, canning, pulping, pickling, concentrating as well as installation of
Bangladeshs first Tetra-Pack facility and a modern Extrusion plant for snack food. Machinery for
all these lines are being installed, expanded, modified and fabricated continuously.
AMCL are very keen to adopt a new technology as it is discovered because of being in such a
competitive market. PRANs R & D are always working hard for a better technology of
production. All departments administrative works are done through connected computers using
the best software and hardware.
Being a major exporter PRAN has to communicate a lot with outside suppliers, retailers or
consumers. Therefore this section is very important for AMCL. PRAN has taken this
communication issue very seriously. They often have to do meetings by doing teleconferences,
internet shopping, video conference etc.
AMCL provides with good quality products conforming to local tastes, health and hygienic
standards which are of affordable price and within the reach of target consumers. This is the first
and largest ISO 9001 certified food processing industry in Bangladesh.
Corporate Office:

Head Office: PROPERTY HIEGHTS, 12 R.K. Mission Road, Motijheel, Dhaka-1203,

Bangladesh.
Factory: Ghorasal, Palash, Narshingdi, Bangladesh.

Objectives:
AMCL and its Brand name PRAN have twin objectives achieving social values with
sustainable pecuniary advantage for all our stakeholders.
Goals:

Quality maintenance and improvement.

Satisfied customers.
Hold on to the current customers and again gain customer loyalty.
Gain competitive advantage over all the competitors.
To double sales and expand production capacity every 7-8 years.
To become one of the biggest names in international fruit and vegetable processing industry

Scope:
The market of soft drinks and beverage is very competitive. We may say that as a strong market.
This project paper is prepared as a marketing plan of a product of AMCL which brand name is
PRAN.
Methodology:
To prepare this report, standard methods of report writing have been used. For writing this report
different types of data were needed to complete, tabulate and analyze. The required data were
collected by using secondary sources. For collecting data from secondary sources, go through
various web sites. After completion of the data, these were sorted into different categories.
Limitation:
The study suffered a number of limitations:
1.
2.
3.
4.
5.

Lack of the part of experience of the researchers.

Unconfirmed accuracy of certain information acquired.
Lack of information from the primary source.
The comparisons may not be effective enough.
Lack of time for preparing the report.

Source of data:
Our source of data is internet, other company profile, published magazine by other company etc.
we also collect information from our experience.
Current market analysis:
According to the information from different sources Pran is now the market leader in the juice
sector of soft drinks market. After Pran, frutika, fruto are in the position. Most market shares are
now holding by AMCL (Pran), next frutika and then fruto.
Product Review:
Among many of their products PRANs main product is their fruit juice and fruit drinks, which is
very popular among the existing market. The product line is:

Fruit juice in glass bottle (returnable):

It is hygienically produced by state-of-the-art machinery. Available in mango flavor, made from

fresh local ripe mangoes.

Fruit juice in glass bottle (non-returnable):

This category of juice is found in non-returnable glass bottle in flavors of mango, guava and
orange.

Fruit juice in aseptic pack:

Available flavors in this category are: mango, lemon, orange, pineapple, guava and mangopine.

Fruit juice in can:

The fruit juices in cans are hygienically produced by state-of-the-art machine from flavors
of mango, orange and guava.
Review of competitors:
Currently there are so many juice companies in our country. Among them pran is the leader of
juice sector in Bangladesh. Except pran, Lemu, Mojo, RC cola, Pepsi, URO Cola, Virgin, Fruti,
Coca cola, 7up, Tiger. Shezan Juice, Rasna.
Review of distribution:
Pran primarily use existing distributors for distributing their product Pran Juice then; they make
some new channels and assign some distributors to promote their product to all over the country.
So pran deal with this chain:
Manufacturer > Wholesaler> Retailer> Customer
Figure: Distribution Channel

Company using mobile shop in the shopping malls, offices and crowded areas so that people can
purchase the product easily when they like to consume. We will make our consumer by Value
Delivery Network.
SWOT Analysis:
Strengths:

Government support: Being the biggest local force in the industry AMCL always had

government by its side. Government has been supporting PRAN in many ways like subsidies,
export subsidies, tariffs on foreign competitors etc.
First movers advantage: PRAN entered the market when the product was still very new to

the consumers and there was little or no presence of any other local companies with such
investment. Therefore PRAN had the first movers advantage which they are still enjoying till now.
Internal strength: AMCL has a very powerful management team to guide a strong gigantic

workforce. Despite its huge size PRAN has been able to maintain labor productivity and increasing
sales. Its labor productivity is twice as much as any other local company in the market (Not foreign
companies).
Market share: PRAN AMCL has a great competitive advantage over the other competitors. As
mentioned earlier it is the largest fruit and vegetable processing industry in Bangladesh and holds
the biggest share in markets in Bangladesh among the local companies. PRAN has the largest
sales in fruit drinks after Coca-Cola and PepsiCo.

Weaknesses:

External threats: Too much competition from international organizations, for example Coca-

Cola, PepsiCo, RC-Cola, Virgin Cola, Rasna (India), Shezan (Pakistan) etc.
Internal weaknesses: Large size of the business and workforce makes it difficult to manage
perfectly. As a result it often causes internal conflict.

Opportunities

Existing competitor of the current market is not that much strong which the pran company has.
Pran can be export to other countries.
Existing distribution channel is being used.
High growth rate in this industry.

Threats

Competitor can produce the same product.

Downward pressure on pricing.

Political instability, economy etc.

New innovation from other competitors could be a threat.

Marketing Strategy
Positioning
Pran always try to position their product through image differentiation, because related marketing,
and product differentiation. Pran will use logo and short advertisement so that people can
consistently see the advertisement so the product will occupy a clear, distinctive, and desirable
place in the mind of the consumer relative to competitors product. Pran will use USP (Unique
Selling Proposition) for their product. To do brand differences that make a better differentiation or
that has the potential to create company costs as well as customer benefits. A difference is worth
establishing to the extent that it satisfies the following criteria.

Important
Distinctive
Superior
Communicable
Affordable and Profitable

Marketing Mix:
Our marketing mixes for the product Pran are
Product Marketing:
For launching a product in the market, there is some procedure that should be followed by every
marketer to move in the long run. Our product will enable our customers to have a different
experience to try our juice. They will be able to differentiate our product in quality which is unique
in the soft drinks market. They will not be able to feel the same way for the other soft drinks in the
market.
Pricing Strategies:
We shall charge based on Overhead Expenses and Cost Plus. Overhead Expenses include
rent, gas and electricity, business telephone calls, packing and shipping supplies, delivery and
freight charges, cleaning, insurance, office supplies, postage, payroll taxes, repairs, and

maintenance. The accuracy of our costing will depend on estimating logical amounts for all
categories of expenses. We have to list all overhead expense items and total they divide the total
overhead figure by the number of items per month (or time period we used above).
The answer is our overhead per item:
Overhead + Materials + Labor = Total Cost/Item
From the market research, we received the followingCompany Name

Price

Fruti(250ml)

15

Mojo (250ml)

15

Pran(250 ml)

15

Table: Price of different brands.

We want to charge 250 ml Pran soft drinks at the selling price of Tk.14. On the other hand, the
prices for Pran soft drinks are to be charged for 500 ml Tk.32, for 1000 ml Tk. 60.
Place or Distribution:
We will primarily use our existing distributors for distributing our new product Pran Juice then; we
will make some new channels and assign some distributors to promote our product to all over the
country.
We are using mobile shop in the shopping malls, offices and crowded areas so that people can
purchase the product easily when they like to consume. We will make our consumer by Value
Delivery Network.
Advertising and Promotion:
The most successful advertising will be through BTV, NTV, Channel I, ATN Bangla and
RTV which are the most popular television channels in the country. We will also use some bill-

boards and leaflets and we will hold a sport event to promote the product. We will also use our
experience so that we can create attention to the customers.
Target market
Our main target market people are the young ages people who like to drink juice very much.
Mostly the school going students and the children. Beside that we also focus the young
generation people. Although our main target market is young people but we also prefer the
people of adult and old ages people.
Forecast and Financial analysis:
it just a hypothetical forecasting and financial analysisThe brands of Pran Juice will be introduced in September. We make an action program for the
next four months. And we believe that, if our four month action programs will run well, then we will
achieve our goals easily.
June:
In June we will arrange meeting with our suppliers, dealers. And talk about our new products
quality, product development etc. Our product is low involvement and buyers show habitual
buying behavior. Then we will start production new Pran Juice.
July:
After meeting with the dealers we will provide sample Pran Juice to our customers for getting
publicity. On the other hand we will give advertise of our new product in the Television, Radio, Bill
Board, Banners, and in the Poster. Then we will launch our product in to the market. In the
primary stage we will produce 250ml and 500ml can.
August:
After doing our successful operations of two month, at the third month we give extra benefits to
the dealers and sellers to improve our sales. We will give small toys; arrange game. Observing
the situations, at this stage we will produce 250ml can, and 500ml can for the consumers. In this

month we will start to produce 1000ml can. And this month our product will be available in almost
every shop of the country.
September:
In our last month of action program, if situation will favorable then we go for Divisional dealers to
distribute to the whole country. Observing and analyzing we take necessary actions to develop
product sales and increase our profit. In this way we will continue our production and give a
particular image to the mind of every customer.
Budget:
This section will offer a financial overview four company as it relates to our marketing activities.
We have shown break-even information.
Sales Forecast:
The sales forecast is broken down into the three main revenue streams; direct

sales, Web

sales, consignment sales. The sale forecast for the upcoming year is based on 30% growth rate.
Growth rate for year 2006 to 2010 are based on percentage increases as follows:

Direct sales 20% growth rate per year

Web sales 50% growth rate per year.
Consignment sales 20% growth rate year.

Profit/loss:
January

31,2011,

AMCL(PRAN)

As per un-audited half yearly accounts as on 31.12.10 (July10 to Dec10), the company has
reported net profit after tax of Tk. 19.44 million with EPS of Tk. 24.29 as against Tk. 17.05 million
and Tk. 21.31 respectively for the same period of the previous year.
Control:
Our control depends on the customer satisfaction. If customer demand different things with which
they feel comfortable, then we simply change our controlling techniques.
Conclusion:
We all know that, todays fast moving world respect the new, innovative ideas. To keep the same
pace with this situation our company had decided to launch a Juice and it has a bright future in its
market. As the product is innovative, the consumers are going
product will be a strong product mix for our company. And once our Juice will reach to the hand
of our targeted customers, we will be able to capture the most market shares.

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Consumer Care
We view our consumers as our king and we are their laypeople. Our consumers have given us such success for so long years. So,
we care about our consumers. Consumer care is the process by which we endorse consumers satisfaction and moreover, loyalty.
Primarily, it grips managing communication with consumer particularly consumers questions and complaints and resolving
disputes amicably. Eventually the goal of our consumer care program is to build long-term relationship. To meet this goal, we
will go to great lengths to build a strong reputation for lavishing our consumers with special services, discounts, gifts and other
benefits.

Its our great honor to communicate with our consumers. So, we humbly request our consumers to feel free to communicate with
us regarding following issues:

Complaint for our products

Price information

Benefits of products

Comments for products

Any other issues

Objectives that we seek through our consumer care are:

To create a culture of customer focus

To receive complaints from our consumers on product related matters

To achieve customer satisfaction

To create rapport and loyalty

We provide the easiest way of communication as we care valuable time of our consumers. Consumers can
communicate with us through:

Cell Phone: +88-01973-737777 (During 8 A.M. to 8 P.M.

Through our web mail

Sssssssssssssssssssssssssssssssssssssssssssssssssssssss
http://www.pranfoods.net/consumer_care.php

Export History:
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. The key was to process the agro products and increase
shelf-life thereby. Starting successful journey to export market since 1996,PRAN currently exports to over 106
countries.