INTRODUCTION

In our country many organizations are performing a lot of activities to make efficient and effective their working condition or make the organization profitable through marketing and taking so many challenges. Along with this they are also very much concerned about their promotional activities. The PRAN Agricultural Marketing Company Limited is one of them who are performing their marketing strategy very effectively.

LIMITATION
Because of the lacking of sufficient data and keeping the information secret by the company, we have not been enabled to cover all the parts very clearly and perfectly.

METHODOLOGY
To prepare the report, supportive information is gathered from the following sources:

1.PRIMARY SOURCES:
Primary sources mostly include company Marketing Executive. records and interviews with the

2.SECONDARY SOURCES:
The secondary sources include:  Annual Reports of PRAN.  Website of the observed company - www.pranfoods.net.

AN OVERVIEW OF THE PRAN AGRICULTURAL MARKETING COMPANY LIMITED

HISTORY OF CO. LTD.
PRAN stands for Program for Rural Advancement Nationally. PRAN is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh.

PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand PRAN has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products.

Today, PRAN its authentic refreshing juice drinks products, but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. We intend to expand our presence to every corner of the world and strive to make PRAN a truly international brand to be recognized globally.

MISSION
Poverty and hunger are curses.

OBJECTIVES
To generate employment and earn dignity and self-respect for our compatriots through profitable enterprises.

1. FINANCIAL OBJECTIVE
 To earn an annual Return on investment (ROI) over next years of 21.31 million after tax.  To provide dividend @ 28% to the shareholders for the year 2007-2008.

2. MARKETING OBJECTIVE
 To occupy the market as a market leader through creating brand equity.  To earn customer satisfaction and build positive image by maintaining the quality of product and transparency in dealings with high quality of service.

STRENGTH
 AMCL has good quality and hygienic products.  It has advanced technology.  Pioneer in manufacturing high quality beauty and personal care products in this subcontinent.  Strong and qualified management.  Commitment to be directed towards to quality service.  Competitive price/commission.  Trained salespeople and committed employees to customer.  Forward looking and continuous development.  Organizational culture to value the customers most.

 Product recognition already exists in customer mind.

WEAKNESSES

 Difficult to manage large employees.  High cost for the training of the salespeople.  Less attractive packaging in case of some laundry shop.  Absence of teamwork between branches.  Heavily depends on head office for decision making.  Lack of incentives and rewards from the management
section.

 Sometimes lack of motivation of workers.

OPPORTUNITIES
 Expand market internationally.  It can Increase the demand in the customer mind through most visible advertising.  Through huge investment in potential country.  To relate the management properly.

THREATS
 Some other company (like ACME, Akij).  Countrys strict rules and regulations.  Customer awareness of pricing and service.  Political stability breakdown the outcome result.

PRESENT ACTIVITIES OF THE CO. LTD.

PRODUCT
The company has so many different products. These are given below: Product Categories Juice Beverage Drink Confectionary Culinary Snacks Dairy

VARIOUS JUICE OF PRAN

The deliciously natural and sweet taste fruit juice is derived from the local orchard during the harvest to ensure the freshness and quality of the juice. It gives natural pulp squeezing fresh fruit, vitamins; mineral and other ingredients make the juice refreshing, natural and nutritious.

Juice Refundabl e glass bottle (1) Aseptic Pack (2)* Hot filled pet Bottle (3) Tin canned (4) Nonreturnabl e glass bottle (5)

Mango juice, green mango juice

PRAN mini juice (65ml), PRANjuniorjuice(125ml), PRAN juicepack(125ml), PRANpremium(200ml), PRANclassic(200ml),PRANp remium juice(250ml),PRAN classic juice(250ml),PRAN premium juice(1000ml), PRAN classic juice(1000ml)

Fruit cocktail, mango, orange, mango 100ml

Fruit cocktail, pineapp le. mango, tamarin d, orange, banana, guava, coconut

Banana, fruit cocktail, guava, mango, orange, pineapple

VARIOUS BEVERAGE ITEMS OF PRAN

PRAN keeps its presence in carbonated soft drink producing cola, Lime and lemon. Its refreshing CSD products are widely accepted in local and international market.

Beverage Returnable glass bottle Pet bottle Energy drink

PRAN Cola, PRAN Up

Maxx Cola, Cloudy Lemon, Clear Lime

Power Drink

VARIOUS DRINK OF PRAN

PRAN drink is a liquid specially prepared to fulfill people's non carbonated flavored drinks needs. The thirst quenching flavor drinks provide a good range of fruit flavor that contains vitamins and gives taste of fruit.

Drink Fruit drink Fruit Shape,Toy Shape (50ml), litchi Orange (120ml), Litchi, Fruit Cocktail, Mango, Pineapple, Lemon, Orange, Strawberry, Apple(170ml), Fruit Cocktail, Pineapple, Orange, Strawberry, Litchi (400ml), Instant powder drink Orange, Mango, Lemon, Strawberry, Pineapple, Komla Pure drinking water Mineral Water 600ml, Mineral Water 1500ml, Mineral Water 2000ml

VARIOUS CONFECTIONARY ITEMS OF PRAN

PRAN has a complete portfolio of confectionery products. We have a full variety of kiddies & adult confectionery - including many novelties, seasonal & exclusive items, PRAN items include lollipops, candy, toffee, chocolate, fruit bar and instant consumable jelly.

Confectionary Candy Lollipop Instant consumable jelly Deposited candy, hardboiled candy, medicated candy, chewing-gum, soft chew candy, chocolate and toffee Hand Lollypop, Lollipop Sticks, Star Lollipop, Whistle Lollipop Fruit Magic, Fruit Magic Plus, Love Jello, Magic Cup, Magic Cup Plus, Magic Stick Food bar Peanut Bar, Mango Bar

VARIOUS CULINARY ITEMS OF PRAN

PRAN culinary foods has a unique model of sourcing and displaying Bangladesh's finest foods on a custom-designed stand in some of the best food shops.

Culinary

spice

Mix

Pickl

Sauc ketc up and paste

Jam and jelly

tea

Must ard oil

nood les

Rice amd allied produ cts

Other s

spice e and chutn ey

VARIOUS SNACKS ITEMS OF PRAN

A snack food is seen in Asian culture as a type of food not meant to be eaten as a main meal of the day - breakfast, lunch, or dinner - but one rather that is intended to assuage a person's hunger between these meals, providing a brief supply of energy for the body. The term may also refer to a food item consumed between meals purely for the enjoyment of its taste. PRAN snack foods are typically designed to be portable, quick and satisfying. PRAN snack foods are designed to be less perishable, more durable, and more appealing than prepared foods.

Snacks Biscuits and bakery Biscuits, wafer, toast, cakes Chanachur, dal, Chicken Bite, chotpot, alubjujia, Potato Chips, badam bhaja, ChotPot SolderCrackers, Machmacha Junior Crackers Fried snacks Pallet snacks Puffed snacks Ringo Chips, Hot & Sour Other ethnics Chira laddu, muri moa

VARIOUS DAIRY ITEMS OF PRAN

Dairy products are generally defined as foodstuffs produced from milk. They are usually high-energy-yielding food products. Raw milk of PRAN collected from farmers and PRAN dairy factory processes it into a variety of dairy products. Milk is separated by large machines in bulk into cream and skim milk. The cream is processed to produce various consumer products, depending on its thickness, its suitability for culinary uses and consumer demand.

Dairy Liquid milk Powder milk Dairy and allied products

UHT milk, pasteurized milk

Full Cream Milk Powder

Flavored Milk Chocolate, Flavored Milk Mango, Premium Ghee, Pasteurized Milk Mango, Pasteurized Milk Chocolate

FINANCIAL PERFORMANCE OF THE COMPANY

A number of financial ratios are used to assess how well the company is doing from the standpoint of the stockholders. These ratios naturally focus

on net income, dividends, and stockholders equities. Table 16: Financial Performance
Earning Per Year 2004 2005 2006 2007 2008 Share 50.39 50.96 33.90 36.66 44.94 Net Profit After Tax (value in 000 Taka) 29,839 36,088 24,580 28,519 35,950 Price Earning Ratio 10.39 10.19 10.67 10.44 25.41 Dividend (%) 24 26 26 26 28

PLACE
The AMCL has already captured all over the country. It has distributed its product from urban to rural area. All people are also habituated with that product. As it is a consumer products so every people needs it. From child to old, each person feels its necessity. So its coverage all over the country and all kinds of people. And finally it has also enabled to do that. Almost it follows mass segmentation.

CONCLUSION
PRAN is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh. PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand PRAN has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products. PRAN mango juice is one of the most popular brands in the country. Over the years, though its hard work and efficient operations and marketing efforts, KAML has established itself as one of the major foods company in Bangladesh Now its position is the market leader of the country. And it has covered the maximum market share of the country in respective to the field. At the end, it can be said that although AMCL is recognized as a most promising sector in Bangladesh, there is still scope for further improvement.