Pran

INTRODUCTION ‘PRAN’ started its operation in 1981 as a processors fruit and vegetable in Bangladesh. Over the years, the company has not only grown in stature but also contributed significantly to the overall socio-economic development of the country. “PRAN” is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 82 countries of the world where PRAN Products are regularly being exported. . It is the largest exporter of processed agro products with compliance of HALAL & HACCP, Means that all the PRAN products are produced as per international standards maintaining highest level of quality at every stages of its production process. 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 1981, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. All their products are increasingly popular and forecasts suggest that annual sales of such products will grow at more than 49 percent for the next 3 years. The company has adopted ISO 9001:2000 as a guiding principle of its management system. ‘PRAN’ have shown the way of contract farming in Bangladesh for the first time and procure raw material directly from the farmers and processes through high-tech machinery at their several factories into hygienically packed food and drink products. As PRAN GROUP is the largest contract manufacturer, they promote contract farmers and help them produce quality crops with increased yields and to obtain fair prices. OBJECTIVE The main objectives of this report are given below:  To acquire the knowledge of marketing practices of PRAN  To analyze marketing mix of PRAN mango juice BACKGROUND TO THE ISSUES 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 their several factories into hygienically packed food and drinks products. PRAN products can be categorized under a few categories, such as, Juice, Drinks, Snacks, Confectionary, Dairy, Beverages and winery products. Their juices come in a great variety of quality packing in eight different flavors; orange, mango, lemon, litch, pineapple, mango-pine, gvava and fruit cocktail, offers collection of refreshing choices. From purified natural drink to processed fruit drink, PRAN provides a wide range to many alternatives for quenching the thirst. In their winery section, they offer a wide range of products from tea, spices, pickles, chutney, sauce and ketchup, rice products, mustard oil, semai and molasses, etc. PRAN snacks products are variously flavored consisting of chanachur, biscuits, potato crackers and mini snacks. The dairy products include pasteurized milk, flavored milk, instant full cream powder, pure ghee, etc. Some of their product currently available in market are stated below along with their general price. List of Market Offerings List Products Size Price/TK 01 PRAN Orange Jelly medium 180.00 02 PRAN Frooti Orange Juice 1000ml 115.00 03 PRAN Frooto Mango Juice 1000ml 115.00 04 PRAN Spice Powder Chilli 250g 95.00 05 PRAN Spice Powder Cumin 250g 210.00 06 PRAN Hot Tomato Sauce 1LITRE 295.00 07 PRAN Mango Jam 350g 180.00 08 PRAN Chinigura Aromatic Rice Vacum Pac 170.00 09 PRAN Minikate Rice 5 kg 420.00 10 PRAN Nazirshail Rice 5 kg 399.00 11 PRAN Olive Pickle 400g 170.00 12 PRAN White Vinegar 300ml 85.00 13 PRAN Kataribhog Rice 5 kg 655.00 14 PRAN Chanachur 350g 85.00 15 PRAN Mixed Fruits Jam 350g 140.00 16 PRAN Tomato Ketchup 1LITRE 245.00 17 PRAN Spice Powder Turmeric 250g 155.00 18 PRAN Spice Powder Coriander 250g 95.00 19 PRAN frooto 250ml 25.00 20 PRAN Spice Powder Chilli in a air tight plastic container 250gm 145.00 21 PRAN Spice Powder Turmeric in a air tight plastic container 250g 195.00 22 PRAN Mango Pickle 300g 170.00 PRAN Company have a long listed product portfolio and PRAN juice is their SBU product. They are earning plentiful profit from this strategic business unit in every year. Using fresh natural Bangladeshi juices and hygienically produced with the state of art technology, available in eight different flavors as Orange, Mango, Lemon, Litchi, Pineapple, Mango-Pine, and Guava & Fruit cocktail. Very uncommon the fruit cocktail product is a combination of 12 different types of local fruits Juice. Real fruit juices, using pulp by own processed, available in attractive sprout pack. From garden to the consumer, PRAN ensures quality processing at all steps to provide a great variety of choices of processed juice. PRAN juice competitors are ACME juice Danish juice Starship juice Slice Sejan juice SBU’s relative market share with in the market