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Nisad Md Nazmul Hossain 09-14123-2

Islam Md Rashedul 09-14161-2

Opurbo 09-14043-2c

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Company Name: Pran Group Country Territory: Bangladesh Business Type:

Manufacturer Registration Date: 2007/03/31 (Year/Month/Date) Buyer / Seller in EC21:
Buyer Keyword agricultural, food, beverage, dairy

³PRAN´ 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 ³PRAN´
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.
Now, Pran consumers not only value ³PRAN´ for 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 ³PRAN´ a truly international brand to be recognized globally.
PRAN are business market because they parches raw materials and produce products and
Sale that in the market.

a cc
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c
Listc Productsc Sizec Price/TKc
01c Pran Orange Jellyc mediumc 180.00c
02c Pran Frooti Orange Juicec 1000mlc 115.00c
03c Pran Frooto Mango Juice c 250mlc 105.00c
04c Pran Spice Powder Chilli c 250mlc 145.00c
05c Pran Spice Powder 250gc 150.00c
Turmeric c
06c Pran Tomato Sauce c 900gc 270.00c
 07c Pran Mango Jamc 350gc 180.00c
08c Pran Chinigura Aromatic Vacum Pacc 170.00c
Ricec
09c Pran Minikate Ricec 5 kgc 420.00c
10c Pran Nazirshail Ricec 5 kgc 399.00c
11c Pran Olive Picklec 400gc 170.00c
12c Pran White Vinegarc 300mlc 75.00c
13c Pran Kataribhog Ricec 5 kgc 655.00c
14c Pran Chanachurc 350gc 85.00c
15c Pran Mixed Fruits Jamc 350gc 140.00c
16c Pran Tomato Ketchupc 1000mlc 245.00c
17c Pran Spice Powder 250gc 150.00c
Turmericc
18c Pran Spice Powder 250gc 95.00c
Corianderc
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There are  marketing concepts

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PRAN Group uses two of this concept for their marketing.

¦ c : They are fallow production concept. Because their products
are widely available and highly affordable .They got large production and effective
distribution Channel. Their Price of the products remains relatively low and they
are available almost everywhere. Pran candy, Pran juice, Pran chanachur, etc are
highly available and affordable in Bangladesh.


 
c : They first identify needs and wants of the target markets and
delivering the desired satisfactions better than competitors do. Pran group identify
Bangladeshi people needs and wants and produce Pran Gura masala, Pran Juice,
Pran candy etc.

a ccJ 

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: Stars are high-growth, high-share businesses or products requiring heavy

investment to finance rapid growth. They will eventually turn into cash cows.


$c: Cash cows are low-growth, high-share businesses or products that are
established and successful SBUs requiring less investment to maintain market
share.

% c
: Question marks are low-share business units in high-growth

markets requiring a lot of cash to hold their share.
‰
: Dogs are low-growth; low-share businesses and products that may generate
enough cash to maintain themselves but do not promise to be large sources of
profit for the organization.

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‡c Profit potential

‡c May need heavy investment to grow

Example;

Pran Juice, Pran Candy etc


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 ‡c Low growth, high share

‡c Established, successful SBU¶s

‡c Produce cash

Example;

Pran Spice Powder Turmeric,

% c
)c

‡c High growth, low share

‡c Build into Stars or phase out

‡c Require cash to hold market share

Example : Maggi Noodles

‰
)c

‡c Low growth & share

‡c Low profit potential

Example;

Maxx Cola (PET Bottle).


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 New
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Existing market
New Products
Existing Product
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Market
penetration
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There are  Product-Market Expansion Grid Strategies.

‡c 
 c 
c

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 c c

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 c 
)cA strategy for company growth by increasing sales of

current products to current market segments without changing the product.

Pran Group fallows this product market expansion grid. They produce products
and sale in same market segmentation. They produce Pran Milk and sale it inside
the Dhaka city.

¦ c )cA strategy for company growth by offering new or

modified products to current market segments.

Pran Group does not fallow this product market expansion grid.


 c )cA strategy for company growth by identifying and

developing new market segments for current company products.

Pran Group fallows this products market expansion grid. Pran group starts business
in the country. Now they are exporting their products outside the country.
‰
)cA strategy for company growth through starting up or acquiring
businesses outside the company¶s current products and current markets.

Pran Group fallows this products market expansion grid. When they start business
then they produce few products such as Juice, candy etc and sold it in the country.
Now they are producing many products and selling in the country and exporting
outside the country.


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There are three Strategic Formulations.

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$c

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$) When the business works hard to achieve the lowest
production and distribution costs so that it can price the products lower than the
competitors and win large market share.

Pran Group fallows this Strategic Formulation. They always tray to reduce
production and distribution cost thus they can offer product in lowest price then
their competitor. They win large market share for lowest price and good quality
products.

‰ 
) When the business concentrate on getting superior performance

in an important customer benefit area valued by a large part of the market. The
firm seeks for quality leadership.

Pran Group does not fallow Differentiation Strategic Formulation.

,)cWhen a business focuses on one or more narrow market segments. And

for attracting the customers it may use either cost leadership or differentiation.

Pran Group does not fallow Focus Strategic Formulation.

J 

c-
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There are  Strategic Alliance of the organization.

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: When one company licenses another to

produce and sale its products under some specific terms and conditions, or two
companies jointly market their complementary products or a new product. Pran
Group does not fallow this Strategic Alliances.

¦ 
c-
: When one company agrees to carry a promotion for

another company¶s goods or services. And under this situation both companies are
benefited; manufacturer for better promotion and promoter for special price.

Pran Group does not fallow this Strategic Alliances.

a
 c-
: When one company offers logistical services for another
company¶s product for a long-term basis under mutual agreement.

Pran Group does not fallow this Strategic Alliances.

¦
c-
) When two or more companies join in a special
collaborations to fixed price. And in this situation not only the business houses, the
ultimate customers are also benefited.

Pran Group does fallow this Strategic Alliances. They join with BD Food to fixed
their product price thus business house and customer benefited.

c
c
c
c
c
c
c
c
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c
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.Naw, Pran consumers not only value
PRAN for 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. PRAN are business market because they parches
raw materials and produce products and Sale that in the market.
 J
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‡c Huge food & drinks Varity.

‡c Food & drinks quality is good.

‡c Mainly Bangladeshi customer based.

‡c Product availability is more.

‡c Retailer gets more profit then ³MNC´.


)c
‡c Low advertisement.

‡c Confusing add.

‡c Common add for all type of food or drinks.

‡c Market size is small.

‡c Distribution is time consuming.

  )c

‡c Potential customer.

‡c Converting non user.

‡c Production cost is low then other¶s.

‡c Offer different packages.

‡c Add should be meaningful.

$
)c
‡c Direct competitor (Arong,Bd food)

‡c µMNC¶ company.
 ‡c Government regulation.

‡c Selective Low price from competitor.

‡c Wide Varity (BD FOOD).





ccccccccc

PRAN group of industries are now one of the most successful industry in our
country. They are trying to increase their business line and their own brand.
PRAN group also trying to beat the competitive market by doing different types
of business . In our study we found that they will go far way in business they
will be no. 1 business group in our country.