Body Pran

Marketing Analysis & Aspects Evaluation of Pran Spice
CHAPTER ONE
INTRODUCTION
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1.0 Introduction
Form the ancient time powder spices have been using by the south Asian
household. Powder spices have enormous contribution to enhance the cuisines and
food test. Powder spices are famous for its contribution to make delicious cuisines
and dishes. Now a day, where people of this urban society facing difficulties to
cope with time, people have chooses ready-made Powder spices for cuisines.
Packet Powder Spices products are getting popularity in day by day in Bangladesh
because of its easy to use and also it saves the cooking time for the consumers.
But the fact is that, still Powder Spices products have not able to capture the
whole Powder Spices market in Bangladesh because of some considerable facts
like lack of promotional plans, lack of quality control issues, not have the good
packaging size and so many other factors. According to the Powder Spices
Company’s business strategy my assumption is that their target customers are
upper class, upper middle class and middle class people. But in recent days some
of the Powder Spices brands are coming to target the lower class consumers.
1.1 Origin of the Report

As part of the Internship Program of School of Business course requirement, I was
assigned for doing my internship in PRAN Group for the period of 3 months. My project
was “MARKETING ANALYSIS & ASPECTS EVALUATION OF PRAN SPICE
which was assigned by my internship supervisor ................. Lecturer, Bhuiyan Academy.
1.2 Objectives of the Report

Broad Objective:
 Marketing Strategies of spice Markets in Bangladesh.
Specific Objectives:
 To identify the present scenario of spice market of Bangladesh.
 To analyze the market competition of the spice market in Bangladesh.
 To identify the competition with the foreign spice products.
 To evaluate the situation level of spice in Bangladesh.
 To identify the pattern of use packet spice by consumer.
 To analyze the customer satisfaction level.
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1.3 Methodology of the Report:

Reporter tried to use both Primary and Secondary Data That report are has gather from
deferent’s source. Primarily reporter both some data from Face to Face. Speech of
deferent employees of PRAN RFL group. At the time of project period reporter
observe different parties and their Transaction from a very close eye. All these
observation and data are included in this report
1.4 Scope and Limitation of the Study:

 The scope of the report is confined to the Dhaka city. The report is the
consisted analysis of complain of Powder Spice and the satisfaction level of
consumer toward Spice Industry.
 The report is also the analysis of the effective media of communication
with customers; the report ignores the information available in the company,
which are confidential, and not for public dissemination.
 The total Spice Market of the country could not be observed significantly in
the report. Therefore, this report does compare the position of the total spice
market in Dhaka City on the context of the total business situation of the country.
Limitations of the study

The study is not free from some practical limitation. Following limitations have faced
during the study and the time of working and data collection.
 Due to the confidentiality concern, much detailed information could not retrieve.
 The sample size is too small so the result may not convey the scenario perfectly
for whole country.
 Due to luck of practical experience, some errors might be occurred during the
study. Therefore maximum efforts have given to avoid mistakes.
 Lack of Records, Sufficient books, unavailable information in website. These
constraints narrowed the scope of accurate analysis.
 Lack of instruments facilities to get proper information.
 Only simple statistical tools were used for data analysis.
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CHAPTER TWO
COMPANY OVERVIEW
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2.0 OVERVIEW OF PRAN:

2.1 Company profile:
PRAN stands for

P = Programme for
R = Rural
A = Advancement
N = Nationally.
In Bangla cÖMwZ iƒcvq‡b AMÖbx b‡evÏ¨g
PRAN GROUP was born in 1980 with Rangpur Foundry Limited. Keeping in view the
corporate mission of the group they have over the years diversified others areas. Today
they are the largest processors of fruits & vegetables in Bangladesh. PRAN encourage
contract farmers and help them grow quality crops with increased yields and to obtain
fair prices. The Group comprises of 9 companies. The head offices are located in Dhaka
with production facilities around the country. Various companies under PRAN Group
are:
 Agricultural Marketing Company Limited.
 Pran Foods Limited.
 Pran Agro Limited.
 Banga Agro Processing Limited.
 Bangladesh Lift Industries Limited
 Property Development Limited.
 Rangpur Foundry Limited.
 Pran Agro Business Limited.
 RFL Plastics Limited.
The management of PRAN group is modern adapted to the environment & culture. Their
largest asset is their competent team of hands-on-mangers & dedicated employees. 10
(Ten) departments perform PRAN Group's various business activities. These
departments are common for the entire sister companies. For example Marketing
Department does the marketing job for all companies of PRAN Group. Other
departments are Legal Department, HR Management. Business Department, Material
Management, Accounts Department, Management Information System (MIS), Import.
Export and Head Office Department. All departments work in coordination with each
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other. All the department head directly report to the Deputy Managing Director (DMD),
who works under Group's Chief.
PRAN in Bangladesh are blessed with a climate ideally suited to agriculture, specially
fruits and vegetables-rich in taste and flavor, sweet, mellow and juicy. Their deltaic
plains are among the most fertile in the world created and drained by the mighty rivers-
the Padma, the Jmauna, and the Meghna. There is plenty of water.
It is the policy of Agricultural Marketing Company Limited to market products of

consistent quality at home and abroad as per the world standards produced hygienically
in accordance with good manufacturing practices in state-of-the-art plants and processes,
packed in appropriate packaging and remain committed to these objectives at all times.
AMCL have adopted ISO-9001 as the model for their quality management system.
Accordingly documented systems of producers and instructions have been established
throughout the organization defining business processes, responsibilities and authorities.
Management is committed to providing the resources and creating and environment in

which each employee can contribute his/her skill, talent and ideas in a never-ending
process of improvement and innovation in all aspects of business.
The company initially started its operation by farming-cultivating different fruits like
banana, tomato, pineapple etc in their own lands. They used to sell the fruits directly to
the market. But the business was not profitable as the products were seasonal and were
not getting expected price from the market this led the company to think processing the
fruit and increase the shelf life, which could be used round the year. The increasing
demand for products in the market, strong supply base, and export opportunity for the
products helped the company to diversify their business.
AMCL therefore set up a factory on 8 acres of land in Ghorashal with machinery for
bottling and canning in May 1991. In 1993 the Company redefined their operation and
started processing the fruits into Juice. They launched their first product in 1993 and now
it is the largest agro foods processing company in the country, the factory has expanded
substantially over the last several years in all spheres of food processing e.g. bottling,
canning, pulping, pickling, concentrating, dehydrating as well as installation of
Bangladesh's first Tetra-Pak facility. The company is the first ISO 9001 certified
company in food processing industry in Bangladesh. PRAN is the brand name of the
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products of the company, which implies "Program for Rural Advancement Nationally".
AMCL and its Brand name "PRAN" have twin objectives - 'achieving social values with
sustainable pecuniary advantage for all our stakeholders."
2.2 Mission:
The corporate mission of PRAN group is "POVERTY AND HUNGER ARE CURSES".
2.3 Aim:
The prime aim of PRAN group is "To generate employment and earn dignity and
self-respect for our compatriots through profitable enterprises'.
2.4 Management structure of marketing department of PRAN foods:
CHAIRMAN
CHIEF EXECUTIVE OFFICER (CEO)
MANAGING DIRECTOR (MD) DEPUTY MANAGING DIRECTOR (DMD)
Executive Director (PRAN)
HR Accounts Finance MARKETING Sales R&D MIS
Departmen Departmen Departmen Departmen Departmen Departmen

DEPARTMENT
t t t t t t
Executive Director (Mktg)
General Manager (Brand)
Assistant Brand Manager
Figure: Management structure of marketing department of PRAN foods.
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2.5 Spice Product line of PRAN:

The following products are in the product line of PRAN spice:
Chilli
Coriander
Turmeric
Curry Masala
Fish Masala
Chatpati Masala
Haleem Masala
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2.6 Target customer (SPICE):

The main target consumers are all age group (Except children) and household commodities.
Gender specifically women and housewives and secondary husband of these women.
 Buyers:
Customer Group:
 All general stores and kachabazar (Whole sellers and retailers)
 All Super markets & Institutions.
Consumer Group:
 All householders & house-wives.
 Hotel & Restaurants
2.7 Distribution Channel:
To make the Group’s products available at the every knock & corner of the country PRAN has
developed the best sales & distribution network all over the country.
The distribution network of the company underwent major restricting through opening of several
sales depots at important locations across the country and appointment of a large number of
distributors at the thana and union levels who are supported by an expanded sales force to
achieve maximum market penetration. With improved management and better logistic support
provided to it the upgraded distribution system of the company is being geared to fully cater to
the increased requirements that will come up due to inclusion of items of PRAN products.
To ensure fast & smooth distribution companies has set up 9 distribution depots & have
appointed more than 1000 dealers all over the country.
PRODUCTION
DISTRIBUTOR/ WHOLE SELLER
DEALER
AUTO VAN/ RICKSHAW VAN

RETAILER
TSS FORM COMPANY SIDE
Figure 2: Distribution Network of PRAN Spice. CONSUMERS
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2.8 Imported Items:

As the largest food processing company of Bangladesh usually we import the following to meet
our requirements:
 Raw Materials:
Cassava powder, Corn Grits, Orange Concentrate, Potato starch, Potato granules, powder
milk, Peanuts, pulses & beans, onion, Chilli, ginger etc
 Chemicals:
Ascorbic Acid, Beta Carotene, CMC, Citric Acid, Caustic Soda, Hotmelt, Pectin,
Potassium Sorbet, Xanthan Gum, Different Flavors, Confectionery raw material.
 Packaging Materials:
Aluminum Foil, Crown Cork, Flexible Packing material, Glass Bottle, Glass Jars, HDPE,
Lug Cap (30, 53 & 63mm), PET, Shrink Labels, Shrink caps, Tin Can, U-Straw.
2.9 Exported Items
PRAN Group exports its products in 21 countries all over the world. It is expanding day by day.
All types of products are not exported in all the countries. Juice and mineral water are exported
in India whereas snacks like chanachur, crackers etc are exported in Middle East. There are
regional managers for export in SAARC countries and India. Attending trade fair and visit of
DMD in different countries are
 Major Market:
India, Saudi Arabia. UK & US
PRAN has also been exporting to:
Singapore, Malaysia, Korea, Japan, Switzerland, Germany, France, Italy, Austria, Qatar,
Kuwait, UAE, Pakistan, Sri Lanka, Nepal, Bhutan, Myanmar, Australia, Canada,
Lebanon, Ghana,Gabon, Angola, Oman, Mayetta, Cabe Verde Island, Senegal.
 Exported Items:
Fruit Juices in Aseptic Pack & Glass Bottle, Fruit Drinks in Plastic Bottle, Pickles in
Glass Jar & bulk. Canned Fruits & Vegetables, Extruded & Bangladeshi Snacks, Tea,
Rice, Puffed Rice, Flatten Rice, Jam/ Jelly in Glass Jar, Cup & bulk. Spices, Mustard
Oil, Mineral Water, Dehydrated Fruits, Tomato Ketchup / sauce in Glass Jar, Candies,
Bubble Gum, Ball Gum, Lollipop, Cup Jelly, and Vita Plus are exported by PRAN.
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2.10 Advertising & Promotion:

Advertising & Promotion is the key to the marketing of any product or brand. To cope up with
the rapid & ever changing market situation & to come up with innovative marketing strategy and
ideas company has set up a full-fledged In-house advertising agency comprises of the best talents
of the country. Company spends a large portion of their promotional budget in brand building
exercises at home & abroad.
2.11 Future Plan:

PRAN may very rightly take pride in having built the largest agro based food product business in
the country. PRAN do not bask under their laurels. In all that we do, or will do. They never
forget that they never forget that they face an increasingly fierce competitive environment.
Additionally as we look ahead, we do not foresee the business environment to improve
dramatically. At the same time as they appreciate many external factors are beyond their control,
PRAN also understand they have influence on their business. To this end, PRAN continue to
re-align their business strategies to that of shifting market dynamics. It will be pleased to note
that considerable necessary investment have already been made this year to balance the existing
plant capacity for further enhancement of productivity.
AMCL are quite aware of the challenges lying ahead and according they have braced their selves
to face them. AMCL shall continue to aggressively purpose a strong marketing strategy to secure
and maintain significant growth not only in the domestic market but also in the international
markets through intensification of search for potential new geographic locations. They should
like to repeat that significant investments in new products and markets will be continuously
undertaken. They are poised to further enhance the R&D activities base. Additionally with the
prevailing conducive regional business environment specially relating to the forthcoming
SAFTA, management structure of the company is being recognized to effectively face prevailing
competition and gain more market share in the neighboring countries in order to maximize profit
margins.
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PRAN AT A GLANCE
1. Origin : Bangladesh
2. Head office : PRAN Foods LTD
Property Heights
12 R K Missin Road
GPO BOX : 83
DHAKA – 1203
Web: www.pranfoods.net
3. Factory : 1. Eakdala, Nator.
2. Ghorashal, Narsingdi.
4. Corporate Sales office : 161, Rahman Mansion, (4th Floor), Motijheel
DHAKA – 1000. EXT – 125
5. Launching year : 1980
7. Business Line : Consumer products
8. Status : Private Limited Company
9. Position in the Industry : 2nd (Spice)
10. Special Achievement : ISO 9001: 2000
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2.12 THEORETICAL ASPECT:

In the arena of competitive business, organizations are surviving on strategy, which play very
vital role to achieve the organization goal. Marketing policy is one of the major strategies for stay
in the market with brand locality. Especially in consumer products, the role of marketing is very
important to satisfy the customers through quality of product, attractive TV advertisement, new
flavor, better packaging, competitive pricing and product availability.
According to Webster, “Preference is grant of favor or advantage to one over another. That
means some criteria of marketing that create willingness to receive any product. That may be
influenced by the product’s quality, promotional activities, organizational commitment, facility,
packaging, value addition etc.”
2.13 Market:
The set of actual and potential buyers of a product or service is called market.
Company
(Market)
Marketing End
Suppliers
intermediaries
Users
Competitors
Figure: Elements of a Modern Marketing System.

Marketing:
Marketing is a social and Managerial process by which individuals and groups obtain
what they needs and wants through creating and exchanging products and values with
others.
Needs:
Need is states of felt deprivation. Human needs are states of felt deprivation. They
include basic physical needs for food, clothing, and satisfy: social needs for belonging
and affection: and individual needs for knowledge and experience.
Wants:
Want are the form of human needs take as shaped by cultural and individual personality.
Demand:
Demand is human wants that are backed by buying power.
Market demographic:
Dividing a market into smaller groups of buyer’s distinct needs characteristics or
behavior that might require separate products or marketing mix.
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Geographic:
Dividing a market into different geographical units such as nations, stats, regions,
counties, cities or neighborhoods.
Demographic:
Dividing the market into different groups based on demographic variables such as, sex,
age, family size, family life cycle, income, occupation, education, religion, race and
nationality.
Behavioral factor:
Dividing a market into groups based on consumer knowledge, attitude, use or response to
a product.
Market positioning:
Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers.
Target market:
The process of evaluating each market segments attractiveness and selecting one or more
segments to enter.
2.14 Customer Satisfaction:

The extent to which a product’s perceived performance matches with buyer’s
expectations. If the product’s performance falls short of expectations, the buyer is
dissatisfied. It the performance matches or exceeds expectations, the buyer is satisfied or
delighted (Principles of Marketing 13th edition, Philip Kotlar & Gary Armstrong).
Customer satisfaction is the extent to which a product or service’s perceived performance

matches a buyer’s expectations. If the product or service’s performance falls short of
expectations, the buyer is dissatisfied. If performance matches or exceeds expectations,
the buyer is satisfied or delighted.
Expectations are based on customers past buying experiences, the opinion of friends and
associates, and marketer and competitor information and promises. Marketer must be
careful to set the right level of expectations. If they set expectations too low, they may
satisfy those who buy but fail to attract enough buyers. In contrast, if they raise
expectations too high buyers are likely to be disappointed. Dissatisfaction can arise either
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from a decrease in product and service quality or from an increase in customer

expectations. In either case, it presents an opportunity for companies that can deliver
superior customer value and satisfaction.
Today’s most successful companies are rising expectations—and delivering quality

product. Such companies track their customers’ expectations, perceived company
performance, and customer satisfaction. Highly satisfied customers produce several
benefits for the company. Satisfied customers are fewer prices sensitive, remain
customers for a longer period, and talk favorably to others about the company and its
products & services.
Although the customer center of firms seeks to deliver high customer satisfaction relative
to its competitors, it does not attempt to maximize customer satisfaction. A company can
always increase customer satisfaction by lowering its price increasing its services, but it
may result in lower profits. Thus, the purpose of marketing is to generate customer value
profitably. This requires a very delicate balance: The marketer must continue to generate
more customer value and satisfaction but not “give away house”.
2.15 SWOT analysis:

A SWOT analysis is a tool, used in management and strategy formulation. It can help to identify
the Strengths, Weaknesses, Opportunities and Threats of a particular company or industry.
Among the internal factors, strengths and weaknesses create value or destroy value. These may
be included assets, skills, or resources that a company or an industry has at its disposal, compared
to its competitors. Strengths and weaknesses can be measured using internal assessments or
external benchmarking.
On the other side, external factors constitute with opportunities and threats, which create value
or destroy value. These are beyond the control of a company or an industry. But opportunities
and threats emerge from either the competitive dynamics of the industry/market or from
demographic, economic, political, technical, social, legal or cultural factors.
Any organization or industry must try to create a fit with its external environment. The SWOT
diagram is a very good tool for analyzing the (internal) strengths and weaknesses of a corporation
an industry and the (external) opportunities and threats. However, this analysis is just the first
step. To adjust with the external environment is often really the most difficult work.
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CONFRONTATION MATRIX
It’s a tool to combine the internal factors with the external factors.
OPPORTUNITIES THREATS
Offensive Adjust
STRENGTH
Make the most of these Restore strengths
Defensive Survive
WEAKNESSES
Watch competition closely Turn around
The two columns of the SWOT diagram are pointing in opposite directions. Strategic decision
makers must deal with the paradox of creating alignment. They should focus on market-driven
strategy or resource-driven strategy.
S Internal Environment W
Strengths Weaknesses
 The consumer product for all  No distribution network.
groups.  New to export process
 World wide demand for the  Political instability
product  Currency devaluation
 Enriched with nutrition.  High government control
 Committed and skilled  High exit cost
workforce.  Financial backup
 New installed technology.  Inability to forecast accurate
Negative
Positive
 Financial strength. market segment

 Economies of scale.  Unavailability of raw materials
 Demand for the product.  Lack of Govt. incentives
 Potential market in  The foreign company’s product
Bangladesh. covering the market at present.
 Intense opportunity in export  Highly standard product of the
to abroad. competitors.
 Advertising for create  Natural disasters hamper the
consumer need. production process.
 International brand image.  Political instability
 Better quality at low price.  Impact of The World Economy
 Contribution to the economy  Change in exchange rate.
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(GDP)  Advertising cost will cut the

 Use “Piggy-riding” for profit shares.
product distribution.
 Competitive advantage in low
price but high quality product.
Opportunities Threats
O External Environment T
2.16 Marketing mix (4 Ps) analysis:

The marketing mix is probably the most famous phrase in marketing. The elements are the
marketing 'tactics'. Also known as the '4 Ps', Marketing decisions generally fall into the
following four controllable categories:
 Product
 Price
 Place (distribution)
 Promotion
The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs,
milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix
elements contained in it. So for a sweet cake add more sugar! It is the same with the marketing
mix. The offer you make to you customer can be altered by varying the mix elements.
Another way to think about the marketing mix is to use the image of an artist’s palette. The
marketer mix’s the prime colors (mix elements) in different quantities to deliver particular final
colors. Every hand painted picture is original in some way, as is every marketing mix.
"Marketing mix" is a framework which acts as a guideline for marketers to implement a

marketing concept. It consists of a set of major decision areas that a company needs to manage in
order to at least satisfy consumer needs.
According to Kotler et al. (1999) the mix is a set of "controllable tactical marketing tools that the
firm blends to produce the response it wants in the target market". Hence, in an effective
marketing programme all of those elements are "mixed" to successfully achieve the company's
marketing objectives.
Origins of Marketing MIX (4 Ps):
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article,
The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's
after James Culliton had described the marketing manager as a "mixer of ingredients". The
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ingredients in Borden's marketing mix included product planning, pricing, branding, distribution
channels, personal selling, advertising, promotions, packaging, display, servicing, physical
handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into
the four categories that today are known as the 4 P's of marketing, depicted below: These four P's
are the parameters that the marketing manager can control, subject to the internal and external
constraints of the marketing environment. The goal is to make decisions that center the four P's
on the customers in the target market in order to create perceived value and generate a positive
response.
4 Ps Definition:
The traditional marketing mix contains of four major elements, the "4-Ps of marketing". As
defined by Kotler et al. (1999):
1. Product: "Anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a want or need. In includes physical ob-jects, services,
persons, places, organizations and ideas."
2. Price: "The amount of money charged for a product or service, or the sum of the values
that consumers exchange for the benefits of having or using the product or service."
3. Promotion: "Activities that communicate the product or service and its merits to target
customers and persuade them to buy."
4. Place: "All the company activities that make the product or service available to target
customers."
The set of controllable tactical marketing tools – product, price, place and promotion – that firm
blends to produce the response it wants in the target market.
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Marketing Mix
4P’s
PRODUCT PRICE PLACE PROMOTION
Figure: The 4 Ps of the marketing mix

All of these elements have their specific place in any company's marketing strategy:
4p in Details
 Product:
The product is the most important aspect of the marketing mix. The product can be a service
or even a holiday destination. Products have both tangible and intangible benefits. Tangible
benefits include benefits which can be measured such as the top speed of a car. Intangible
benefits are benefits that cannot be measured such as the enjoyment the customer will get
from the product.
It is important that the product is changed as necessary to bring it up to date and prevent it
from being overtaken by competitors.
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Exactly what product or service are you going to sell to this market? Define it in terms of
what it does for your customer. How does it help your customer to achieve, avoid or preserve
something? You must be clear about the benefit you offer and how the customer's life or
work will be improved if he or she buys what you sell
The term "product" refers to tangible, physical products as well as services. Here are some
examples of the product decisions to be made:
 Brand name
 Functionality
 Styling
 Quality
 Safety
 Packaging
 Repairs and Support
 Warranty
 Accessories and services
 Price:
It is very important that the correct price is charged for a product. If the price is too high
consumers will avoid the product as they will believe it to be too expensive yet if the product
is priced too low they may believe that there is something wrong with the product for it to be
so cheap. Also if the company charges too low a price, it may not cover its costs. There are
many different pricing strategies that companies can use to decide on a price for their product
including market and psychological pricing methods.
Exactly how much are you going to charge for your product or service, and on what basis?
How are you going to price it to sell at retail? How are you going to sell it at wholesale? How
are you going to charge for volume discounts? Is your price correct based on your costs and
the prices of your competitors?
Some examples of pricing decisions to be made include:

 Pricing strategy (skim, penetration, etc.)
 Suggested retail price
 Volume discounts and wholesale pricing
 Cash and early payment discounts
 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination
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Value pricing is also common in luxury items. Sometimes, the higher the price, the more you
sell: Fashionable clothing or restaurants for snob people. Of course value pricing is limited by
the price elasticity as you have already learnt in Economics.
 Place:
The product is the most important aspect of the marketing mix. The product can be a service.
The place is where you can expect to find your customer and consequently, where the sale is
realized. Knowing this place, you have to look for a distribution channel in order to reach
your customer.
The place is not where is located your business but where our customers are. For a retailer it
is the same but for a boat producer located in Philippines the real place is the entire world.
Do not confuse positioning and place. Here place means the real physical position of the
customer in a geographic area or along a distribution channel.
Distribution is about getting the products to the customer. Some examples of distribution
decisions include:
 Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)
 Specific channel members
 Inventory management
 Warehousing
 Distribution centers
 Order processing
 Transportation
 Reverse logistics
It exists today, with the internet, more channels than in the past but basically, you have to
consider three main distribution channels:
 Selling to the customers:
Whether you sell by yourself ( as retailer) whether you employ a sales force, you are in
these cases in front of the final customer. There are not intermediaries between you
and him. Unfortunately, except for the retailer business, this situation is far to be the
general case.
 Selling to the retailers:
For example, you manufacture the fun boards and you sell them to the Arizona
retailers. This practice could be a bit complicated.
 Selling to the wholesalers:
There are maybe four or five sport articles wholesalers in Arizona. You sell your fun
boards to these big men. On turn the wholesalers sell the fun boards to the retailers
which finally sell to their customers
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As you can see, the choice of your distribution channel heavily depends on your product
and place in the productive process. If you are in coal mining, do not expect to sell some coal
buckets to the final consumer!
 Promotion:
in the context of the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal of
generating a positive customer response. Marketing communication decisions include:
 Promotional strategy (push, pull, etc.)
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget
Advertising, public relations and so on are included in promotion and consequently in the 4Ps.
Sometimes, packaging becomes a fifth P. As promotion is closely linked to the sales, I will
mention here the most common features about the sale strategy.
Definition:
The function of promotion is to affect the customer behavior in order to close a sale. Of
course, it must be consistent with the buying process described in the consumer analysis.
Promotion includes mainly three topics: advertisement, public relations, and sales promotions.
Advertisement:
It takes many forms: TV, radio, internet, newspapers, yellow pages, and so on. You have to take
notice about three important notions:
Reach is the percentage of the target market which is affected by your advertisement. For
example, if you advertise on radio you must know how many people belonging to your segment
can be affected.
Frequency is the number of time a person is exposed to your message. It is said that a person
must be exposed seven times to the message before to be aware of it. Reach*frequency gives the
gross rating point. You have to evaluate it before any advertisement campaign.
Message:
Sometimes, it is called a creative. Anyway, the message must: get attraction, capture interest,
create desire and finally require action that is to say close the sale.
Public relations:
Public relations are more subtle and rely mainly on your own personality. For example, you can
deliver public speeches on subjects such as economics, geo-economics, futurology to several
organizations (civic groups, political groups, fraternal organizations, professional associations)
These speeches will enable you to develop new relationships and their cost is nil !
22
Sales promotion:
It includes fair trades, coupons, and discounts and is linked to the sales strategy.
Limitations of Marketing MIX (4Ps):

The marketing mix framework was particularly useful in the early days of the marketing concept
when physical products represented a larger portion of the economy. Today, with marketing
more integrated into organizations and with a wider variety of products and markets, some
authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people,
process, etc. Today however, the marketing mix most commonly remains based on the 4 P's.
Despite its limitations and perhaps because of its simplicity, the use of this framework remains
strong and many marketing textbooks have been organized around it.
A Summery table of the Marketing MIX:

The following table summarizes the marketing mix decisions, including a list of some of the
aspects of each of the 4Ps.
Summary of Marketing Mix (4Ps) Decisions
PRODUCT PRICE PLACE PROMOTION
Functionality List price Channel members Advertising

Appearance Discounts Channel motivation Personal selling
Quality Allowances Market coverage Public relations
Packaging Financing Locations Message
Brand Leasing options Logistics Media
Warranty Service levels Budget
Service/Support
23
CHAPTER THREE
ANALYSIS AND EVALUATION
24
3.1 Current Spice Market Scenario of Bangladesh:

The country's processed spices market is heating up as big business houses battle to win
shares in the booming mark. This is growing by around 15 percent a year. A leading
conglomerate ACME is set to enter the market by year-end and another business group,
ACI, has already made its debut. SQUARE, PRAN and BD Foods are other major
players. The market is growing since consumers are showing reluctance to go for
traditional systems of processing spices. Use of processed spices is increasing both in
rural and urban areas, Consumers' growing awareness about hygienic spices and busy
urban life has led to rise in branded spices consumption. The ACME will be the second
entrant in the processed spices businesses in the year 2013. Earlier ACI Foods hit the
market with its 'ACI Pure' brand in January.
Some companies also export spices to the Middle East, Europe and North America. A
section of rural people are also showing interest in spices. Square, which entered the
market with its Radhuni brand in 2001 now controls about 70 percent of about Tk 150 -
160 crore branded spices market, according to industry insiders. It's really a big market
because our (Bangladeshi people) food habit is spices based. But the market is still
dominated by non-branded ones. According to stakeholders, the yearly market of both
brand and non-brand spices is around Tk 4,000 crore with 2, 52,000 metric tons of spices
are consumed every year. The domination of non-branded spices, in this situation new
entrants company will fall. Any new entrant will help expand the overall branded spices
market through campaign among consumers, the entry of more companies will help
expand the market. A market without competition is always bad. Entry of new players
will improve quality as well as the size of the market.
Agricultural Marketing Company Limited (AMCL) – PRAN possesses good information

about the market and knows a great deal about the common attributes of the customer.
Source: The Daily Observer Sunday, March 16.2013.
25
3.2 Target market:

The main target consumers are all age group (Except children) and household.
Specifically women, housewives and in some case husband of these women.
 Buyers:
Customer Group:
 All general stores and kachabazar (Whole sellers and retailers)
 All Super markets & Institutions.
Consumer Group:
 All householders & house-wives.
 Hotel & Restaurants
3.3 Market demographic:
The profile for the typical PRAN spice customer consists of the following geographic,
demographics & behavior factors.
Geographic:
 PRAN spice already covered Bangladesh market.

 PRAN are exporting their product within 63 countries.
 PRAN’s major markets are India, Djibouti & UK.
 With the help of internet & strong distribution channel, PRAN
serve both domestic & international customers.
Demographic:
 Most of spice consumers are mainly female in some case male are
also use spice.
 The main consumers are all age group (Except children) of PRAN
spice.
 PRAN produce their spices for all classes consumer like upper
class, middle class & working class.
Behavioral factor:
 Consumers' growing awareness about hygienic, convenience and
quality spices.
 Customers also want cost effective product.
 Urban people also becoming busy life and has led to rise in
branded spices consumption.
26
Market positioning:
PRAN spice plays the Niche Market segment with no specific positioning. PRAN spices
needs to increase its position in spice industry. The position will increase by quality
spice, competitive pricing, availability and advertisement.
Market needs:
PRAN providing hygienic, convenience, quality and healthy spice for their consumer.
The company seeks to fulfill the following benefits that are important to its consumer:
 Quality product:
The customers are more careful about quality of spice. PRAN has ISO 9001
certificate ensures that PRAN products reach the consumer maintaining the
highest level of quality.
 Domestic product:
Without spice Bengali food is trestles. The raw material of PRAN spice comes
from nature of Bangladesh and produced it without any chemical which are
hazard for human life. In our daily life we used different types of spices to make
our foods. So the customer purchases the PRAN spice with their mantel
satisfaction.
 Competitive pricing:
Consumer wants to purchase high quality of spice with a competitive price.
3.4 Market trend:

In 2003 PRAN first launched the spice in the Bangladesh market. PRAN produce
different flavor of spice. At the moment spice market is growing faster, more competitor
are coming in the market also customer are more knowledgeable for that they want
different types of quality and convenience product. PRAN already covered 63 countries
all over the world. PRAN has strong distribution channels and skilled sales force since
1994. PRAN still captured a great image for their continuous better work. The greatest
achievement of the company during the year was award of ISO-9001 certification for
quality management system.
27
3.5 Market growth:

Gradually total spice industry is going upward with a strong competition. With the
domestic market and the international market growth statistics is increasing day by day.
The previous statistics shown that the sale is increase by (2012 – 72,54,85,800 & 2013 –
85,22,10,000) 17% in 2008-2013 income years.
3.6 MARKETING MIX (4PS) ANALYSIS OF PRAN SPICE
PRODUCT:
PRAN spice is prepared from the selected varieties of spices (Chili, Turmeric, Coriander,
and Cumin) through completely automatic process that ensures absolutely free from hand
touch. PRAN spice is 100% natural, fresh and pure. It ensures natural coloring and taste
of the curry, at the same time, is helpful for health and hygiene.
Product : Spice
Brand name : "PRAN"
Brand logo :
PRAN powder spice has mainly three plain sub category of Spice Such
Product offering :
as (Chili, Turmeric & Coriander)
These three sub brands have the following stock keeping unit:
Product size :
50 gm, 100 gm, 200 gm, 500 gm, & 1000 gm
Convenience product (Consumer product that the customers usually

Product type : purchase frequently, immediately and within a minimum comparison
and buying effort.)
The best quality of spices which is produced using modern machinery

Product feature : and hygiene way. Always fresh and good smell of the PRAN spice will
ensure attractive smell and test in our day to day life.
Product Quality : High quality Spice made from the natural raw materials in Bangladesh.
28
Product style and It is a Powder type product and its packet is much attractive to the
:
design customer.
Packaging : Pouch bag, Plastic Jar & Paper box.
Product verity :
PRICE:
MRP (PRAN)
Weight Chilli Turmeric Coriander
50gm 22 12 13
100gm 38 22 19
200gm 65 35 34
500gm 140 7 65
PLACE:
Placement or distribution refers to how the product gets to the customer; for example,
point of sale placement or retailing. Place included with channels, coverage,
transportation and logistic support.
1. Distribution Channel:
PRAN has very strong distribution network. In fact, it is considered to be one of
the best distribution networks in FMCG category market in Bangladesh.
DISTRIBUTOR/
PRODUCTION WHOLE SELLER
DEALER
AUTO VAN/ RICKSHAW VAN

RETAILER
TSS FORM COMPANY SIDE
CONSUMERS
2. Transportation:
PRAN company give free transportation facility to there distributor channel.
3. Coverage area :
PRAN covers whole Bangladesh and export abroad also in spice market.
29
PROMOTION:
The promotion tools of PRAN Consumer Limited are:
1. Advertising:
The advertisement program of PRAN Foods Limited is done through three
media. Print media by giving advertisement in newspapers, magazines, and
leaflets. Broadcast media to reach mass people by television radio etc. the
corporate web-site provides necessary information about their company products
and benefits of each product. The display media is used to inform customer about
products and additional offer through billboards, banners signboard.
TV AD of PRAN spice.
2. Sales promotion:
PRAN has very strong distribution network. In fact, it is considered to be one of
the best distribution networks in FMCG category market in Bangladesh. Through
their distribution channels, various kinds of sales promotion are implemented to
ensure product and brand activities are correctly managed.
3. Public relation:
PRAN Foods Limited is involved with different types of public interaction.
 Sponsored different types of program.
 Arrange effective promotional campaigns.
 House to Hose (H2H) camping.
 Occasional concert.
 PRAN moushumi Ranna Ghar.
 Cooking competition.
 Charity show.
 Etc.
All the above mentioned promotional tools are used to promote product within
the country and PRAN Foods Limited is involved has set foot in the international
arena.
30
3.7 SWOT Analysis OF PRAN SPICE

 Competitors’ Activities:
RADHUNI ARKU
 Brand Image.  Brand Image.
 Pioneers in the spice sector.  High Awareness.
 High indoor & outdoor presence.  Core Business.
 Quality consistency.
 High market position.
PRAN PURE
 Product is not well known to the  New product image.

potential consumers.  High e-media and billboard presence.
 Spice awareness low.  Consistency in quality.
 Better quality.  Attractive packaging & design.
 Corporate brand image.  Long term positioning strategy.
 No planned positioning strategy.
SWOT Analysis OF PRAN SPICE:
 Strength:
1. Strong distribution network nationwide.
2. Moderate local brand image.
3. Huge coverage & sales force.
4. Attractive and only one plastic JAR of spice.
 Opportunities:
1. There is a huge opportunity for PRAN spice to take over the smaller players
in the brand & non-brand segments.
2. There is only one big player (Radhuni) is playing in spice market; PRAN can
take gorilla warfare policy to grab their market share.
3. PRAN can mention the price on product and that can increase the sell.
4. The advantage of umbrella branding is much helpful.
5. PRAN will develop a new AD communication film and give massive
campaign.
31
6. The growth of powder spice market is increasing across the national boundary
of Bangladesh. So PRAN can Aviles this opportunity by exporting spices in
to those markets.
 Weakness:
1. Lack of Price tag or price identification on packaging is the major weakness
for PRAN.
2. Target group awareness is poor.
3. Communication advertisements is so poor in relevant to the competitors.
4. Particular product focus is low due to having a lot of product in a group.
5. Product availability is so poor.
 Threat:
1. New rivalries are coming up by promising quality & brand image which is a
threat.
2. Competitors are too much aggressive to capture the market which is alarming
for PRAN spice.
3. Popularity of traditional bata spice.
4. Global spice producer can be attracted by the increasing growth of spice
market.
5. Technological development or new equipment can pose threat to existing
production process of powder spice.
3.8 Market competition:
The main competitor of PRAN is Radhuni, ARKU, PURE, and others. The summaries of
competitors are given below:
 RADHUNI
RADHUNI Powdered Spices are made from selected variety of crops and seeds. All
essential volatile oils of the spices are kept intact with the modern grinding technology.
These powdered Spices ensure the taste and flavor of home grinded spices and can be
used to prepare any of the desired dishes.
RADHUNI Powdered Spices has already owned the clear leadership in Bangladesh. Best
varieties of quality raw materials are selected from the grower level strictly maintaining
international quality standards. All essential volatile oils of the spices are kept intact with
the fully equipped German grinding technology. These Powdered Spices ensure the taste
and flavor of home grinded quality spices.
32
Chilli:
Radhuni powdered chilli is vivid in color,
precious in flavor. Best variety of red chilli
provides more hotness.
Turmeric:
Apart from having excellent antiseptic and
antibacterial properties, it has a brilliant golden
yellow color.
Coriander:
Providing a fragrant flavor Radhuni Powdered
Coriander is high in food value.
Price list:
MRP (RADHUNI)
50gm 20 12 11
100gm 35 18 20
200gm 60 35 35
500gm 135 70 75
Distribution:
SQUARE maintaining a strong distribution network for its spices in the country. At
present a total no. of 112 (One hundred twelve) highly experienced distributors are
engaged to market the products throughout the country.
Promotion:
Radhuni spice is captured maximum market share of spice industries through their
attractive advertisement and other promotional activities which help Radhini spice to
hold a leading position for a long time in spice industry in our country.
TV AD of Radhuni spice.
33
Paper AD of Radhuni spice.
 ARKU
Spice is the core product of ARKU. The brand image of ARKU spices has strong
position in spice industry in Bangladesh. Huge amount of spice is exported to abroad.
ARKU offer lots of flavor with different size of spice to consumers.
Chilli:
Selected fresh matured chilli dried in our
own field. Grinding in three steps by
automatic machine from France and
Denmark and the dust are cleaned by dust
collector. So the standard of the coriander is
maintained unhindered. Then packed in an
automatic machine without any hand touch.
So before reaching to you the quality is
controlled in five steps. Hence use ARKU
chilli powder without any confusion and
enjoy the natural taste, smell and color of
our local coriander.
Turmeric:
Selected fresh matured turmeric dried in our
34
own field. Grinding in three steps by

Banglar lal Arku maintained unhindered. Then packed in an
lal. automatic machine without any hand touch.
turmeric powder without any confusion and
enjoy the natural taste, smell and color of
our local coriander.
Coriander:
Selected fresh matured coriander dried in
our own field. Grinding in three steps by
maintained unhindered. Then packed in an
automatic machine without any hand touch.
coriander powder without any confusion
and enjoy the natural taste, smell and color
of our local coriander.
Price list:
MRP (ARKU)
50gm 50 14 14
100gm 37 20 21
200gm 65 35 36
500gm 140 70 70
35
Distribution:
The core product of ARKU is spice. They provide a various flavor of spice and mix spice
also.
The company has a strong newly establish distribution channel in the whole Bangladesh;
by which they reach the spice to their targeted potential customer.
Promotion:
ARKU spice is one of the popular brands in spice market in Bangladesh. ARKU tries to
capture the market share through their unique advertisement and other promotional
activities. ARKU plays different types of TV Ads. Billboard, paper AD etc.
Paper AD of ARKU spice.
 PURE:
The PURE spice is a newborn FMCG (Fast Moving Consumer Goods), which has been
launched in Januray2008 with only a few numbers of flavors. According to the
company, the taste, quality and hygienic process of product are the key for the success
of their company.
Basically ACI is a well-known Pharmaceutical company of our company. But recently
they launch spice, which is get popularity in very short time to the market. ACI offers a
lot of flavor with different size of spice to the consumer.
36
Chilli:
PURE chilli powder is hygienically grinded and
packed with modern technology best variety of
chilli to ensure the taste and aroma of home-
made coriander paste.
Turmeric:
PURE PURE turmeric powder is hygienically grinded
and packed with modern technology best variety
of turmeric to ensure the taste and aroma of
home-made coriander paste.
Coriander:
PURE coriander powder is hygienically grinded
and packed with modern technology best variety
of coriander to ensure the taste and aroma of
home-made coriander paste.
Price list:
MRP (ARKU)
50gm 15 8 8
100gm 30 15 15
200gm 56 30 30
500gm 120 55 58
Distribution:
ACI is a well-known Pharmaceutical company of Bangladesh. But recently ACI Foods
Ltd launches spices “PURE”. In short time they provide a various flavor of spice and
mix spice to the consumer. PURE gets the new brand image facility of spice industry in
Bangladesh. The distribution channel of PURE is sufficient for the market.
37
Promotion:
ACI tries to use the corporate brand image to become in its promotional activities. PURE
plays different types of traditional bangle culture based TV Ads. Billboard, paper AD
etc.
Paper AD of PURE spice.
PHOTO GALLERY (SPACE MANAGEMENT)

In Narsingdi, Radhuni, Arku, Pure, Fresh & Tiger brands spices are available in Kacha
bazaar and different local retail shop but PRAN spices are mainly available in super shop
and a few number of retail shop with a small quantity. Some pictures of shops spice
space management are given below, but super shop didn’t allow taking picture of inside
their shops.
Shop in Narsingdi town.
38
Shop in Narsingdi town.

Narsingdi: Kacha bazar
39
Narsingdi: Kacha bazar
40
3.9 CUSTOMER SATISFACTION ANALYSIS ON SPICE MARKET

For this part of the report, I conduct a survey on the Spice customers who lived in
Narsingdi, Dhaka and some parts of Chittagong Division.The questionnaire is divided
into three section for an effective analysis, one is general findings of spice, second one is
about PRAN spice and third one is others spices. After finishing the survey, the
researcher found the following findings:
3.10 Demographic analysis on the responded:

Gender identification:
The objective of this section is to identify the gender distribution of the user of spice in
Narsingdi.
Figure – 1: From the survey it is found that,
out of 100 respondent’s 96% consumer are
female and only 4% are male. (Appendix –
Table - 39)
In our country female are the main users of

spice because cooking is done by them and
some cases the husband of these women. So
Figure - 1: Gender identification from the figure it is observed that the
percentage of the female is much higher than
male.
Education level:
Here it is tried to identify the education
level of the respondents.
Figure – 2: From the survey it is found

that, out of 100 respondents 42% customers
are up to H.S.C, 22% are graduate, 18% are
post graduate, 14% below S.S.C and rest
4% are others. (Appendix – Table - 41)
From the above information it is clear that Figure - 2: Education level

most of the users’ education level is up to
HSC. That the average customers of spice are well educated.
41
Standard of consumer:
In this section the occupation and income level of respondents are analyzed.
Figure - 3: Occupation of consumer. Figure - 4: Income level of consumer.
Figure – 3: From the survey it is found that, out of 100 respondents 70% of the (Chief
wage earner) customers are service holder and 30% are businessman. (Appendix – Table
- 40)
Figure – 4: From this graph it is found that, out of 100 respondents 30% customers
income level is 15,000 – 20,000, 26% income level is 20,000 – 30,000, 23% income
level is more than 30,000,14% income level is 10,000 – 15,000, 7% income level is
5,000 – 10,000 and no one is below 5,000. (Appendix – Table - 42)
From the above information it can be said that all income group use different spices
according to their ability.
3.11 General analysis on overall spice market:

Uses pattern of spice:
Using types of spice:
In this section the types of
spices that the consumer
uses for cook are analyzed.
Figure – 5: From the

graph it is found that,
19.67% consumers use
Bata Spice, 59.84% uses
Packet (Powder) Spice,
Figure - 5: Using types of spice

42
20.49% uses breaking (Loose / Self made) Spice. (Appendix – Table - 41)
Most of the consumer uses the powder packet spice in Narsingdi & Dhaka as well as
Chittagong area. Because it can save time, have good quality & easy to use.
Reason for using powder spices:
Figure - 6: Reason for using powder spices
Here it is tried to find out the reason for using powder spices.
Figure – 6: From the survey it is found that, out of 100 respondents 61.10% use powder
spices for its good quality, 6% use for less price, 18.30% use for easy use and 13.70%
use for convenient.
Most of the consumer uses the powder packet spice because of it can save time, easy to
use, have good quality & convenience. Quality plays a major role in preferring powder
spice. Because advertisement of different companies try to persuade spice users by
focusing their quality.
Reason for preferring spices:
To specify some factors of
purchasing spices were identified
and asked to the respondents.
Figure – 7: From the survey it is

found that, out of 100 respondents
13.42% use their preferred types of
spices for its powder form, 42.28%
use for scent & test, 21.48% use for
Figure - 7: Reason for preferring spices cleanliness, 9.40%% use for price,
12.08% use for brand image and 1.34% use for others.
43
From above discussion, it can be said that the users’ major influencing factor for spice
brand preference is scent & test of the spice. It happened because the scent & test make a
dish testy.
Decision maker regarding purchase of spices:

Here it is tried to identify the decision
maker regarding purchase of spice of a
family.
Figure – 8: From the graph it can be said

that, out of 100 respondents 75%
purchase decision is taken by the husband
of a family, 22% wife and 3% by others
take the purchase decision.
Figure - 8: Decision maker regarding

Though mainly female are the majority of purchase of spices
using spice but the purchasing decision
are taking by the male because maximum cases they are the chief wage earner of a
family and they go to the market for shopping. That is why the recent advertisement of
spices tries to create brand awareness both to the husbands and wives who decided to
purchase spices.
Place preference regarding spice:
In this section it is tried to

find the place from where
out the users choose to
purchase spice.
Figure – 9: From the survey

it is found that, out of 100
respondents 43.20%
consumer purchase their
spice from shop near by
home, 20% from super
shop, 29.60% kacha bazaar,
Figure - 9: Place preference regarding spice
44
1.60% from direct promoter, 4% from any where and 1.60% from others which is not
specified.
From the above information, it is clear that majority of consumer prefer to purchase spice
from shop nearby home and kacha bazar. Almost all over the country the spice are
available in the market. So distribution intensity is very important for spice market.
Purchase timing of spice:

Purchase time is most important for
both promotion & distribution purpose.
Through this the impact of seasonality
(if any) can be found.
Figure – 10: From the graph it is clear
that, out of 100 respondents 32.04%
user purchase their monthly spice
beginning of the month and 67.96% any
time of the month.
Figure - 10: Purchase timing of spice
From the above information, it is can be
said that majority of consumers purchase spices any time of the month and second most
major group purchase in previous month. So there is no major variation in purchasing
spices through the month.
Variation in packaging:
The objective of this figure is to find out the variation in packaging of spice.
Figure - 11: Variation in packaging
45
Figure – 11: From the chart it is clear that, out of 100 respondents 48.72% consumer
prefer Polly pack for spice, 36.75% prefer plastic jar and 14.53% prefer box pack for use
and store spice.
Here the information shows that, most of the consumer preferred Polly pack & some like
plastic jar. Most consumers like the Polly pack because they can purchase it in different
sizes & cheaper price.
Brand choice for spice:

Brand preference of spice:
Here it is tried to find out the brand

preference of powder spice in Bangladesh.
Figure – 12: From the survey it is found

that, out of 100 respondents 87% users 1st
preference is Radhuni spice, only 4%
PRAN, 3% Arku and others 6%.
From the above information, it is can be

said that, most of the consumers are aware
Figure - 12: Brand preference of spice
about Radhuni spices. Now it is the most
common spice brand in the market. They also take many promotional activities to attract
the people.
Uses rate of mixed spice:

The objective of this graph is to find
out the uses rate of mixed spices.

found that, 16.83% consumer use
mixed spice regularly, 76.24% use
occasionally and others use 6.93%
of mixed powder spices.
Figure - 13: Uses rate of mixed spice
46
From above information, it is can be said that most of the consumer use mixed spice
occasionally. For this reason the prices of mixed spice is higher than regular normal spices.
Attractiveness of spice packaging:
In this section it is tried to

find out the attractiveness of
spice packaging.
Figure – 14: From the chart

it is clear that, out of 100
respondents 67.48%
consumer attracted with the
Radhuni spice packaging,
14.63% BD, 7% pure, 4.07%
Figure - 14: Attractiveness of spice packaging
Arku, 5.69% PRAN, and
1.63% others.
From above information, it is can be said that most of the consumer thinks Radhuni spice
seems more attractive rather then any spices. Then the second choice is BD & Pure spice.
Then comes to the PRAN spice.
Preferred Brand of consumer:
Here it is tried to find out

the brand preference of
spices.

survey it is found that, the
brand preference of PRAN
spice is 2.91%, Arku
1.94%, BD 1.94%,
Radhuni 86.34%, Fresh
Figure - 15: Preferred Brand of consumer
1.64%, Pure 1.40% and
others 3.83%.
47
From above information, it is can be said that most of the consumer preferred Radhuni
spice rather then any other spices. Radhuni is the market leader & its quality. The
perceived quality of Radhuni is better than PRAN.
Role of media in purchasing spice:

Sources of information regarding recipes:
The objective of this figure is to

identify the sources of information
regarding recipes, which is followed
by the consumer for cook.

clear that, out of 100 respondents
41.17% consumer follow the recipes
on TV program, 2.94% follow
magazine, 38.24% follow both TV Figure - 16: Sources of information regarding
recipes
program & magazine, and 17.65%
don’t interest to follow the recipes.
From above information, it is can be said that most of the consumer preferred the TV
program recipes & some preferred magazine & both all preferred by some consumer. So
the TV advertisements & programs would give more promotional benefits for spices.
Use of TV media:
Here it is tried to identify

the use of TV media in a
day.

chart it is shows that, out
of 100 respondents 26%
consumer watched TV
below 1 hour, 58% 2-3
hours and 16% others
Figure - 17: Use of TV media
48
activities.
From the above information, it is can be said that most of the consumers watch TV 2-3
hours per day. Some are below 1hour.
Preference in TV media:
Here it is tried to find out the types of
TV program which consumer generally
watch.
From Figure – 18: From this figure it

is shows that, out of 100 respondents
45% consumer prefer drama on TV,
39% prefer news and 16% prefer
magazine program.
Figure - 18: Preferred programs
From the above information, it is clear
that most of the people like to see drama & some watch news too. So these two times are
the main focusing time to promote the customer about the product.
Cooking programs preference in TV media:

identify what % of people watch
cooking program on TV channels.

found that, out of 100 respondents
87% consumer watch the most
popular cooking program Siddiqa
kabir’s Receipi (NTV), 7% ATN
Ranna Ghar and rest 6% others. Figure - 19: Cooking programs
preference in TV media
From above information, it is clear that most of the people like to see the recipe program
mainly the siddiqa Kabir’s recipe which is telecast in NTV.
49
Regular use of newspaper:
Here it is tried to find out

regular use of newspaper
brand generally people
read.

survey it is found that, out
of 100 respondents 54%
user reads the most popular
Figure - 20: Newspaper generally read daily news paper in
Bangladesh The Prothom
Alo, 10.61% The Jugantor, 7.08% The Ittefaq, 5.31% The Jonokontho, .88% The
Independent and 22.12% others.
From above information, it is clear that most of the people like to read ‘The Prothom
Alo’ because it is now the most well known newspaper in our country. So advertisement
in The Prothom Alo would give us more coverage.
Uses of magazine:

identify magazine uses of
generally people.
Figure – 21: From the graph it

is found that, out of 100
respondents 8.7% read
Sapthahik-2000, 13.42%
Jaijaidin, 3.85% Annodin,
27.88% Shananda and 46.15%
Figure - 21: Uses of magazine read others magazine.
From above information, it is clear that the mostly people like to read ‘The Prothom Alo’
paper but the magazine like to read the middle and upper level of consumer.
50
Spice brand re-calling:
In this section it is tried to identify

the recalling of brand spice
advertisement.
Figure – 22: From the picture it is

59% user can recall the
advertisement of spice and 41%
can’t recall any advertisement of
Figure - 22: Spice brand re-calling spice.
From above information, it is state that most of the people can recall the AD of any spice which
they seen before. Because the spice ad mainly given the time they usually watch TV or other
things. Mainly the ad of spice is quite popular to the people.
Uses pattern of leisure time:

Here it is tried to find out uses
pattern of leisure time of the
consumer.
Figure – 23: From the graph it is

48.25% user watching TV, 3.5%
playing, 20.98% listening music,
17.48% gossiping and 6.99%
others activities.
Figure - 23: Uses pattern of leisure time
From the above discussion it can be said that most of the people spending their leisure time by
watching TV programs. Some of the people also spend their time through playing & listening
music.
51
3.12 Analysis on PRAN user

 Overall satisfaction for PRAN spice
Preferred types of PRAN spice:
In this section it is tried to identify the preferred

types of PRAN spice to the customer.

out of three respondent 66.67% user of PRAN
spices like Chilli spice, 29.33% like Turmeric
and only4% like Coriander.
From the above information it can be said that

customers are user of mainly the chili spice & Figure - 24: Preferred types of
their second choice is turmeric. In case of PRAN spice
cooking, mainly these spices are needed. So customer are used these two regularly.
Reason of consuming PRAN spice:
Here it is tried to
identify the reason
of consuming
PRAN spice.
Figure – 25: From

the survey it can be
said that, out of
three respondent
37.50% consume
Figure - 25: Reason of consuming PRAN spice PRAN spice for its
quality, 12.50% for its packaging and 12.50% for its Price.
Most of the customer use chilli spice & turmeric spice mainly for quality & test of the
spice. So it can be said that test & quality are the main strength of the PRAN spice.
52
Level of satisfaction regarding brand expectation of PRAN spice:
The objective of this figure is to identify Level

of satisfaction regarding brand expectation of
PRAN spice.
Figure - 26 it is clear to us that, out of three

respondent 100% brand expectation comes from
PRAN.
Figure - 26: Level of satisfaction

The customers of PRAN spice are fully satisfy
regarding brand expectation of about their expectation to the Brand. So it is
PRAN spice
clear the brand can fulfill their customer
demand perfectly.
Level of satisfaction reelected to PRAN spice quality:
In this section it is tried to find out the customer perceived satisfaction about the quality
of PRAN spice.
Types of Total Average

Statement Result
Statement score Score
I’m fully Satisfied Nearly fully
with the overall agreement
4. Positive 14 4.7
quality of PRAN Position.
spice
PRAN gives the best Over agreement
5. Positive 13 4.3
quality spice. Position
Figure - 27: Level of

satisfaction related to spice
53
quality.
According to the graph, respondents are agreed with the quality of PRAN spices. So, it
can be said the quality of PRAN spice are quite satisfactory from the perspective of the
customer.
Level of satisfaction reelected to PRAN spice packaging:
In this section it is tried to find out the customer

satisfaction about packaging of PRAN spice.

out of three respondent 66.67% user satisfied
with the quality of packaging PRAN spice and
33.33% user fully satisfied with the quality of
PRAN spice are .
Figure - 28: Level of satisfaction of

Most of the customers of PRAN spice are satisfy
PRAN spice packaging
about the packaging of the product.
Here it is tried to find out the customer dissatisfaction about the packaging of PRAN
spice.

Statement Result
Nearly medium
I’m totally dissatisfied
1. Negative 8 2.7 position.(neither
with packaging.
agree or disagree)
Neither agrees nor disagrees
Figure - 29: Level of dissatisfaction of PRAN spice packaging
According to the graph, respondents are nearly medium positions (neither agree nor
disagree) with the packaging of PRAN spice. So, it can be said the packaging of PRAN
54
spice are quite good from the perspective of the customer. From the above two questions
the researcher tried to cross check the satisfaction related packaging.
Level of satisfaction reelected to PRAN spice price:

The objective is to find out the customer satisfaction about pricing of PRAN spice.

Statement Result
Over medium
I’m fully satisfied with the
2. Positive 10 3.3 (neither agreed nor
pricing of PRAN spice.
disagreed) position.
Figure - 30: Level of satisfaction of pricing

of PRAN spice
According to the graph, respondents are over medium (neither agreed nor disagreed) position
with the pricing of PRAN spice. Most of the customers of PRAN spice are satisfy about the
pricing of the spice. But some of they want more reasonable pricing.
Level of satisfaction reelected to distribution:
In this section it is tried to find out the Level of
satisfaction reelected to distribution.
Figure - 31 From the graph it is clear that, out of

three respondent’s 33.33% consumer holds positive
position with the statement and 66.67% disagree
with the statement.
Most of the customers of PRAN spice are satisfy
about the pricing & quality of the product. But they
did not get the PRAN spice when they need. So, it
cab be said that the product is not properly available
Figure - 31: Distribution of
in the market. PRAN spice
55
Level of satisfaction reelected to product promotion

Source of information about PRAN:
The objective of this figure is to know the source of
information about PRAN spice.
Figure – 32: From the survey it is found that, out of
three respondent’s 100% consumer know about
PRAN spice from TV media.
Mainly the customers know about PRAN spice from
the TV media. Now a day’s TV media is most
effective sector. So people know most of the thing
form TV media.
Figure - 32: Source of

information about PRAN
Recall any AD of PRAN spice:

In this section it is tried to find out the customer can
recall any ad of PRAN spice.
Figure – 33: From this graph it is clear to us that,
out of three respondent’s 100% consumer can recall
the AD of PRAN spice.
Mainly the customers know about PRAN spice from
the TV media. Now a day’s TV media is most
effective sector. And almost all people can recall
some AD of PRAN spice.
Figure - 33: Recall any AD of

PRAN spice
56
Attractiveness of PRAN spice TV ad:

The objective is to find out the attractiveness of PRAN spice TV ad to the customer.

Statement Result
Nearly medium
The Advertisement of
3. Positive 8 2.7 position.(neither
PRAN spice is attractive.
agree or disagree)
Figure - 34: Attractiveness of

PRAN spice TV ad
According to the graph, respondents are nearly medium position (neither agree nor
disagree) with the TV advertisements of PRAN spice. The advertisements are not so
attractive to most of the customers. From here it can be said that the advertisement of
PRAN in TV media should be improved.
3.13 Analysis on other brand user

Pattern of last consumption
Last purchased brand:
Here it is tried to find out the
brand of spice which the
consumer last consumed.
Figure - 35 From the survey it

is found that, 84.54% last time
consume Radhuni spice,
7.22% are others, 6.18% are
Arku spice & PRAN spice is
Figure - 35: Last purchased brand consume
only 2.06%. & there BD spice
57
has no consumption rate.

Most of the customers last consumed brand is Radhuni spice. Radhuni is available in the
market all the time so the most customers consume it.
Perceived difference between PRAN spices and others:
In this section it is tried to find out the
difference between PRAN spice & other
spice.
Figure 36: From the graph it is shows that

the difference between PRAN spice and
others are 55.37% user says quality,
25.62% advertisement, 2.48% price and
16.53% others reason.
Figure - 36: Perceived difference

between PRAN spices and others The main difference between PRAN spice
& other spices are quality, advertisement,
availability.
Reason for brand switching of spice:
Figure - 37: Ever consumed PRAN Figure - 38: Why did not consumed
spice PRAN spice recently
In this section it is tried to find out the reason of brand switching.

Figure 37: From the survey it shows that, 56.70% have ever consumed PRAN spice &
other 43.30% did not consume it.
58
Figure 38: From the graph it is found that, 45.24% did not consume PRAN spice
recently because of low quality & test, 9.52% have not any specify reason.
Most of the customers did not consumed PRAN spice recently because of advertisement and
quality. These happen because of the dissatisfaction of advertisement & insufficient product in
the market.
Consumer awareness related to PRAN spice:
Recall AD of PRAN spice:

The objective of this figure is to find out if the
other spice user can recall any ad of PRAN
spice advertisements.
Figure 39: This graph shows that, 27.84%
user can recall the AD of PRAN spice and
72.16% can not recall.
Mainly the other spice user cannot recall the

advertisement of PRAN spice. PRAN spice
ads are not so attractive in TV than the
competitors.
Figure - 39: Recall AD of PRAN spice
Source of information regarding PRAN spice:
Figure - 40: Source of information

regarding PRAN spice
59
In this section it is tried to find out the source of information regarding PRAN spice from
the other spice user.
Figure 40: From the survey it is clear that people know about PRAN spice from 2.06%
billboard, 7.22% newspaper, .06% relatives, 5.15% retail shop, 83.51% TV media.
Mainly the other spice users know about PRAN spice from the TV media.
OVERALL CONSUMER SATISFACTION FOR PRAN SPICE

Statement Result
Nearly medium
I’m totally dissatisfied with Negative
1. 8 2.7 position.(neither agree
packaging. (-)
or disagree)
Over medium (neither
I’m fully satisfied with the Positive
2. 10 3.3 agreed nor disagreed)
pricing of PRAN spice. (+)
position.
Nearly medium
The Advertisement of PRAN Positive
3. 8 2.7 position.(neither agree
spice is attractive. (+)
or disagree)
I’m fully Satisfied with the Positive Nearly fully agreement
4. 14 4.7
overall quality of PRAN spice (+) Position.
PRAN gives the best quality Positive Over agreement
5. 13 4.3
spice. (+) Position
60
CHAPTER FOUR
Findings, Recommendations and Conclusion
61
4.1 Major Findings:
1. In our country women are the main users of spice because cooking is mostly done by
them. There are males as well who also cook in the kitchen but the percentage of the
female as user of spice is much higher than male. Though mainly women are the
majority of using spice, the purchasing decision is taken by the male because in the
maximum cases they are the chief wage earner of a family and they go to the market
for shopping. That is why the recent advertisement of spices tries to create brand
awareness both to the wives and husbands, who decide to purchase spices.
2. The average education level of the actual users is up to HSC. The income groups
among the consumers use different spices according to their ability.
3. Maximum consumers use the powder packet spice. Because it saves time, has good
quality and easy to use.
4. There is only one giant market player (Radhuni) for spice market. So it is easy for
PRAN to reach the consumer and create market demand and good position in the
market.
5. Quality plays a major role in preferring powder spice. Because advertisement of

different companies try to persuade consumers by focusing their quality of the
products.
6. The users’ major influencing factor of spice about the brand preference is scent &
taste of the spice. It happens because the scent & taste make a dish delicious.
7. Usually consumers of spice prefer to purchase spice from the shops near the home
and kacha bazaars any time of the month. So the distribution intensity is very
important for spice market.
8. In case of packaging, most of the consumers prefer Polly pack & Plastic jar. Most of
the consumers use mixed spice occasionally. For this reason the prices of mixed
spice is higher than regular spices.
62
9. Particular product focus is low due to having a lot of product in a group. Lack of
Price tag or price identification on packaging is a major problem for PRAN. Pricing
strategy should be considered very carefully. Because market leader Radhuni’s price
is lower than PRAN. And the Square’s product, Radhuni’s position is very high to
the consumers. They assume that it provides the best quality with good pricing.
10. Maximum numbers of consumers are aware of Radhuni spice and seem more
attracted to it than any spices. Then the second choice is BD & Pure spice. Then
come to the PRAN spice. The consumers preferred Radhuni spice rather than any
other spices. Radhuni is the market leader for its quality and distribution intensity.
The perceived quality of Radhuni is better than PRAN.
11. Advertisements of PRAN spice are not satisfactory and customers’ demand oriented.
Advertisements that are given broadcasting are not telecasting. And telecast
advertisements are not even up to the mark. It should be in customers’ program
schedule so that target group of customers can be familiar with the product.
12. Most of the consumer preferred the TV program recipes & some preferred magazine
& both of preferred by some consumer. The consumers like to watch TV drama &
news average 2-3 hours a day. So these two times are the main focusing time to
promote the product to the customer. Most of the consumers like to see the recipe
program mainly in the Siddiqa Kabir’s recipe which is telecast in NTV. The
TV advertisements & sponsored cooking related programs would give more
promotional benefits for spices.
13. Most of the target consumers like to read ‘The Prothom Alo’ because it is now the
most well known newspaper in our country. So advertisement in The Prothom Alo
would give us more coverage.
14. Most of the consumer can recall the advertisement of any spice which they saw
mostly in the TV. Because the spice ads are mainly given at the time when they
usually watch TV drama and news. They also saw other advertisements than TV ads.
However the advertisement of spice is more popular to the consumers.
15. The customers are user of mainly the chili spice & their second choice is turmeric. In
case of cooking, mainly these spices are needed. So the customers use these two
63
items regularly. Most of the customers use chilli spice & turmeric spice mainly for
quality & taste of the spice.
16. The customers of PRAN spice agreed with the quality. So, it can be said the quality
of PRAN spice is quite satisfactory from the perspective of the customer. They are
nearly at the medium position (neither agree nor disagree) in the packaging of PRAN
spice. The respondents are over medium (neither agree nor disagree) position with
the pricing of PRAN spice. Out of three respondents most of the customers of PRAN
spice are satisfied about the pricing of the spice.
17. Most of the customers of PRAN spice are satisfied about the pricing & quality of the
product. But they did not get the PRAN spice when they needed. So, it can be said
that the product is not properly available in the market.
18. Mainly the customers know about PRAN spice from the TV media. They possess
nearly medium position (neither agree nor disagree) with the TV advertisements of
PRAN spice. The advertisements are not so attractive to most of the customers. From
here it can be said that the advertisement of PRAN in TV media should be improved.
19. Most of the customers last consumed brand is Radhuni spice. The main differences
between PRAN spice & other spices (Radhuni) are quality, advertisement and
availability. Other spice users first knew about PRAN spice from TV media but they
can’t recall any advertisement of PRAN spice.
20. The perceived satisfaction rate related to PRAN spice availability and packaging is
satisfactory. But the satisfaction rate related to availability and advertisement is low.
So it is found that in the overall situation out of 4P`s (Marketing Mix) product
strategy is good. But pricing, promotion and distribution strategy of PRAN is not
satisfactory enough.
64
4.2 RECOMMENDATIONS:
Lot of opportunities & scopes are available in this segment for reaching PRAN products
to the traditional, untouched & non users of the community. Significant development of
technology and improvement of the life standard have made the spice product popular in
the market. So it is a great opportunity for PRAN.
As spice is a convenient product and in the spice market there is only one giant
player that is (Radhuni) in the market so PRAN has to be the best by defeating
Radhuni with the effective product and pricing strategy. Sponsoring cooking
program and looking books to attract the house wives is a nice and effective way
for PRAN brand promotion.
The rate of working ladies has been increasing significantly and life standard has
been improving with the development of technology. So PRAN has to ensure
providing information about the benefits of processed spice and its usage and
quality. They have to make the working ladies and housewives believe that
PRAN can understand completely about their desires, wants and demands.
PRAN should take steps specifying their target group of different locations and
zones. They have to promote their brand and their product according to the
standards of life style.
Variety of spices would be helpful and attract customers to use in their daily
cooking life and make them sure that through this product they will make their
family happy.
PRAN is the market challenger in the spice market. PRAN has no synchronized
target group for their spice market. They have the general target group. All types
of spices should be focused carefully according to the demand of market.
PRAN has improved awareness about the using of spices for family’s daily
hygienic foods. For this, effective promotional tools should be developed and
administrated.
65
PRAN has to improve focus on particular product so that customers can be well
known about the product.
Price tag and identification and date of manufacturing and expiry on packaging
should be ensured.
Advertisements of PRAN spice should be customers’ demand oriented and

focused on clearly about the basic needs.
Pricing strategy should be considered very carefully as it is a convenience

product. Because of its absence price of the same PRAN product varies a lot in
different markets. It should take cost plus pricing strategy.
PRAN should keep and develop their distribution network according to market
size and demand. Strong distribution network for PRAN can help to reach the
product to the consumers effectively & efficiently.
There should be more telecast advertisements in an efficient way. It should be in
the customers’ program schedule either the starting or at the ending or in the
interval of drama, Bangle movies and cooking program. So that target group of
customers can be familiar with the product.
66
4.3 CONCLUSION:
Science has given us the light of developed society and it contributes to our daily life in
all sectors. And consumers' growing awareness about hygienic spices and busy urban life
has led to rise in branded spices consumption. Thus spice which is a very essential item
for preparing food has changed its traditional form into a more scientific and hygienic
powder form to make the cooking easier and tasty. It not only increases the taste of foods
but also enhances the art of cooking, and brings a pleasant moment for housewives. The
spice market is growing since consumers are showing reluctance to go for traditional
systems of processed spices. So we should accept it positively to our daily life to get the
opportunity to make our life easy and hygienic. And PRAN processed powder spice to
make the best alternative for the consumers. They have all the scopes and facilities that
they need. The only thing they have to do it just be a bit more aggressive in the market
by solving a few of errors that they have.
67
BIBLIOGRAPHY:
 Kotler Philip and Keller Kevin Lane (2005), Marketing Management (12th
edition.)
 Perreault William D. and McCarthy E. Jerome, Basic Marketing.
 PRAN, Annual report 2008-13.
 The Daily Observer Sunday, March 16.2013.
 www.pranfoods.net
 www.rflbd.com
 www.arkucares.com
 www.squarefoods.com.bd
 www.google.com
68

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Marketing Analysis & Aspects Evaluation of Pran Spice

1.1 Origin of the Report

1.2 Objectives of the Report

1.3 Methodology of the Report:

1.4 Scope and Limitation of the Study:

Limitations of the study

2.0 OVERVIEW OF PRAN:

PRAN stands for

It is the policy of Agricultural Marketing Company Limited to market products of

Management is committed to providing the resources and creating and environment in

2.4 Management structure of marketing department of PRAN foods:

CHIEF EXECUTIVE OFFICER (CEO)

MANAGING DIRECTOR (MD) DEPUTY MANAGING DIRECTOR (DMD)

Executive Director (PRAN)

HR Accounts Finance MARKETING Sales R&D MIS

Departmen Departmen Departmen Departmen Departmen Departmen

Executive Director (Mktg)

General Manager (Brand)

Assistant Brand Manager

Figure: Management structure of marketing department of PRAN foods.

2.5 Spice Product line of PRAN:

2.6 Target customer (SPICE):

AUTO VAN/ RICKSHAW VAN

Figure 2: Distribution Network of PRAN Spice. CONSUMERS

2.8 Imported Items:

2.10 Advertising & Promotion:

2.11 Future Plan:

2. Head office : PRAN Foods LTD

3. Factory : 1. Eakdala, Nator.

4. Corporate Sales office : 161, Rahman Mansion, (4th Floor), Motijheel

DHAKA – 1000. EXT – 125

5. Launching year : 1980

7. Business Line : Consumer products

8. Status : Private Limited Company

9. Position in the Industry : 2nd (Spice)

10. Special Achievement : ISO 9001: 2000

2.12 THEORETICAL ASPECT:

Figure: Elements of a Modern Marketing System.

2.14 Customer Satisfaction:

Customer satisfaction is the extent to which a product or service’s perceived performance

from a decrease in product and service quality or from an increase in customer

Today’s most successful companies are rising expectations—and delivering quality

2.15 SWOT analysis:

 Financial strength. market segment

(GDP)  Advertising cost will cut the

2.16 Marketing mix (4 Ps) analysis:

"Marketing mix" is a framework which acts as a guideline for marketers to implement a

PRODUCT PRICE PLACE PROMOTION

Figure: The 4 Ps of the marketing mix

Some examples of pricing decisions to be made include:

Limitations of Marketing MIX (4Ps):

A Summery table of the Marketing MIX:

Functionality List price Channel members Advertising

3.1 Current Spice Market Scenario of Bangladesh:

Agricultural Marketing Company Limited (AMCL) – PRAN possesses good information

Source: The Daily Observer Sunday, March 16.2013.

3.2 Target market:

 PRAN spice already covered Bangladesh market.

3.4 Market trend:

3.5 Market growth:

3.6 MARKETING MIX (4PS) ANALYSIS OF PRAN SPICE

Brand name : "PRAN"

Convenience product (Consumer product that the customers usually

The best quality of spices which is produced using modern machinery