Introduction
Agricultural Marketing Company Limited (AMCL) was set up initially in 81 and then 85 for farming and promoting of farming products pertaining to local and export industry. Subsequently a modern fruit processing plant with bottling and earning features was added in 93 to produce fruit juice, squash, sherbet, jam, jello etc . the corporation processing product started commercially production in July 1993 and introduced its products available in the market under the name brand “PRAN”. PRAN stands for Programme for Rural Advancement Nationally. The brand Pran has established itself in every single category of meals and refreshment industry and can boost a product or service range from Drinks, Carbonated Refreshments, Confectionery, Appetizers, and Spices to possibly Dairy products.
Pran Group came to be keeping because the corporate mission of the group. Today Pran is a largest processors of fruits & fresh vegetables in Bangladesh. Pran is definitely the pioneer in Bangladesh to be involved in contract farming.
They encourage contract farmers and help them grow quality vegetation with increased produces and to get hold of fair prices.
That they procure uncooked material straight from the maqui berry farmers and operations through the machineries at their several production facilities into hygienically packed food and beverages products. The Group consists of 10 firms. The head office buildings are located by Dhaka with production features around the nation. Their management is modern adapted to the environment & culture and Pran’s largest asset is usually their skilled team of hands-on-mangers & dedicated workers. Pran is listed with the Dhaka and Chitttgong stock exchanges in 1996. Pran farming marketing company limited has managed the seven individual Business Units on their umbrella.
Agro Industrial Area
Bangladesh’s first-ever agro-industrial sector, Pran Agro Industrial Park, was inaugurated in Natore. The park is composed of automatic rice mill, spice, peanut, darling, tomato, pickle, jam and jelly digesting units, fresh fruit pulping models, pulses work, puffed grain mill, cattle feed generator, plastic molding and dairy collection products to produce wide range of products, which is using for export.
Plant in India:
Today Pran goes for FDI (Foreign Immediate Investment) in India because they build its initial foreign factory in India, taking advantage of the country’s new decision to lift it is ban upon Bangladeshi expense. The plant will be built in the north-eastern Of india state of Tripura. It will eventually initially produce jelly and drinks and is expected to enter operation by simply 2009 with an annual yield of about Tk100 crore. It will supply the markets of northeast India -Assam, Nagaland, Tripura, Meghalaya, Manipur, Mizoram and Arunachal Pradesh -known as ‘Seven Sisters’, explained a older official of Pran Exports Ltd. The rose will at first produce jelly and drinks, which have already won recognition in individuals areas, explained Paramuddin Hossain, senior director of Export of Pran Group.
Related and Supporting Industries
Pran Food Limited produce several types of food products which usually require many other related and supporting products in their different stages of production and distribution.
We. Mango and also other Fruits Industry:
Pran’s mango juice can be their many selling item and most of their earnings happen to be earned selling off mango juice. So they want a large amount of manga as a organic material in mango drink production. Additionally they need mango in creating Jam, Pickles and Manga Bar. Besides Mango additionally they need a number of other fruits just like Orange, Blueberry, Apple, Litchi, Lemon and many more fruits to create Juice, Quickly pull, Fruit Club and Pickles. At present they supply mango and other fruits from their own yard as well as transfer from other countries just like India and Bhutan. Nevertheless the importing volume is more compared to the amount of supply from their own yard.
II. Sweets Industry:
Sugars is a great inevitable natural material to get production process in Pran Food Limited. They need sugar in juice creation to candy production. Each uses our house countries sugars because they don’t import glucose for excessive tariff rate. So sweets industry can be described as related and supporting industry for Pran Food Limited. There are many neighborhood sugar industries that depend on Pran.
III. Dairy Company:
Pran has the country’s major milk creating centre. Pran’s own dairy products firm items milk to produce Ghee, Dairy candy, Mango Milk, Delicious chocolate Milk, and in many other development process. If supply using their own dairy products firm are unable to satisfy the will need of raw materials in future other dairy organizations can give all of them the supply.
IV. Wheat Industry:
Pran has to have a bulk quantity of whole wheat to produce snacks, like Crackers & Potato chips, Bakery Items, Biscuit, Chanachur, Dal etc . They import wheat from a different nation for their production process.
Sixth is v. Packaging Market:
To distribute all products Pran requirements quality and colorful presentation. At present they are really importing every packaging supplies excluded the glass bottle from China and Korea. And they use regional glass jar to deliver juice and pickles.
Company Structure of Pran The Pran culture marketing company limited constructed their very own organizational framework in normal way which could efficient for production and job.
The structure is given below:
Online strategy of Pran To achieve their marketing aims Pran uses the customer concentrated orientation system to gain huge bulk of customers. First of all they collection Segmentation Focusing on Positioning (STP) for their products.
I. Industry Segmentation:
Pran segment their particular market to divide the marketplace into distinct groups of buyers who have distinctive needs, characteristics, or behavior and who also require distinct products or perhaps marketing mixes. For example: they segment their particular mango drink to think about the folks of different age and who may have different style. Like Pran Mango Juice-Classic for generalized group, Pran Mango Juice-Premium for the group who wish thick mango juice, Pran Joy Drink for the young technology and Pran Junior Drink for the children.
II. Target Market:
Pran focus on the middle class people who would like verified taste of foods. As client percentage is high in this group they think this target market is highly profitable for these people. So , they will don’t opt for high priced item rather than that they try to serve low price nevertheless competitive top quality of item. That is why their particular main target is to provide quality product at a lower price plus they do a lot of promotional activities for being the very best in the competitive market.
III. Market Setting:
Pran placing their products in their customers mind by offering unique features and benefits. To occupy an obvious, distinctive, and desirable place relative to rivalling products in the minds of their target audience Pran tries to position their particular each and every merchandise. For example; Pran tries to location the Manga Bar like a taste from the happiness of their childhood, inside the mind of each and every consumer.
IV. Marketing Mix of Pran:
Pran has a set of controllable tactical advertising tools –product, price, place and promo, which they blend to produce the response desired by their target market.
a)Product:
Goods act as consumer solution because of their demand. Pran has an extensive line of merchandise which can conveniently satisfy the requirement of any food demand with the consumers. Individuals are getting a variety of food products they should consume coming from Pran.
b)Price:
Bangladesh provides a huge shortage of fruit, vegetable, raw materials. Thus Pran make up this deficiency by adding from the neighboring and different countries like India, Bhutan, and China etc . But , for your, Pran needs a relaxed tariff structure to hold their products competitive. So , Pran follows competitive pricing strategy to compete available in the market. But they also care for the restriction of their client. So they always make an effort to keep the selling price low to compete available in the market and to make their product’s value affordable because of their consumers.
c)Place:
Pran has a extensive revenue network over the country to get to their item to everybody. Their products can be obtained even for the remote area of the country. Business appointed sales force to cover every part of the nation.
d)Promotion:
Pran communicates using their consumers by various way of promotion. To take care of a good public relation they take intensive product sales promotion. In promoting Pran’s product to their consumers, they are conducting some advertising activities.
For instance ,:
Advertisement in print media just like news conventional paper, magazine
Advertisement in visual multimedia with thoughts and opinions leaders
Free campaign
Selling in different social occasions
Sixth is v. Countrywide Revenue and Syndication Network:
Pran maintains the following distribution network
Pran sales team comprises 137 Executives. Range of Sales Associates is 1510. They are performing the responsibility of Selling to retailers all over Bangladesh through Marketers. At this moment organization appointed total Distributors happen to be 720.
Method of Vehicles
Pran make use of transportation in the following activities:
I. To Import Raw Materials:
To import the raw materials Pran use Freight on Board (FOB) and C&F both travel system. In FOB the supplying organization takes the responsibility to transfer raw materials about Chittagong interface and on C&F the offering company imports the raw materials up to the manufacturer. But Pran use the C&F system much more than FOB program.
II. To Export Processed Foods:
Pran Foodstuff Limited uses the shipping system to export highly processed food to many other countries. To avoid the high travel cost, each uses shipping program instead of air. III. To Distribute From your Market:
To stop high gets Pran use their own syndication channel to distribute many inside Bangladesh. They also consider help of the neighborhood transportation firms to disperse their products upon payment. What they are called of several local vehicles agencies that they can use more frequently are given under:
Haji Mostafa Transport
Ananda Paribahan
Shamim Transport
Multi Celebrity Transport Ltd.
N. Mohammad Transfer
Packaging
Packaging is the science, art and technology of enclosing or perhaps protecting products for distribution, storage, deal, and use. Packaging is important part pertaining to the online marketers because searching at the presentation of product, consumers take those decision of getting a particular item. That is why Pran does multi-colored packaging which attracts buyers a lot. Pran gives a lot of efforts in packaging. They can be in a very good position in doing packaging compare to other companies in Bangladesh. Pran export all their product in the international market, so contrasting with the intercontinental market their process of presentation is certainly not in a great pos
ition at all. Pran is doing their utmost to compete with the worldwide standard of packaging. Pertaining to doing product packaging they use international technologies to compete with the earth market. They import package deal mostly from Thailand. Then they prefer Cina. They importance different taking materials like- Aluminum Foil, Crown Natural, Flexible Packaging material, Goblet Bottle, A glass Jars, HDPE, Lug Hat (30, 53 & 63mm), PET, Shrink Labels, Reduce caps, Container Can, U-Straw.
Pran is performing packaging as a result of following reasons:
i. Self-Service:
Products should be packaging in this process which can be convenience pertaining to the customers. Pran package their products so that it is very comfort for the consumers to consider products from one place to one other. Pran perform standardizing and grading many according to different weight of their item.
ii. Consumer Affluence:
Pran always make an effort to have bit more profit from consumers. So Pran emphasize on appearance, dependability, and prestige of better deal for having consumer affluence.
iii. Company and Brand Picture:
Packages bring about instant identification of the organization and company. Pran deals their item in such a way that really become very easy for the customers to recognize their product.
Once Pran package deal their item, they emphasize a lot in few elements like-
I. Physical Safety:
Physical means the physical merchandise. They highlight whether products are secure after the labels or not.
II. Buffer Protection:
There are some conditions that create item unhygienic, particles is one of these. To delete word the product, Pran does all their packaging cautiously. They concentrate on whether the the labels is guarding the products from different buffer or not really. Pran employ new types of technology for protecting these types of problem.
III. Info Transmission:
In presentation, Pran gives a lot of details about how to use products and what chemical compounds are their very own in the item. By doing these kinds of they do the work of information tranny which help a lot to the customers.
4. Security:
There is possibility of damaging goods when items are going for delivery. Some time because of some problem in the packaging, products can certainly not reach inside destination. For this reason companies damage their earnings as well as all their goodwill. For this reason Pran focus on a lot upon security in packaging to prevent from these kinds of problems.
Technique of Packaging:
How that Pran packages their products can be demonstrated in the subsequent tables-
Neighborhood Demand State Pran may be the Bangladesh’s greatest selling prepared food organization. The local with regard to Pran’s item has increased everyday. The advertising officials discussed that their particular current development volume actually failed to fulfill the local demand condition in this past year.
The local demand condition of Pran’s product may easily determined by all their sales volume. Here we all examine Pran’s sales amount for last five years which demonstrates that the local demand condition of their products has increased considerably. In 2004 the product sales volume was worth of 50 crore taka which improved to two hundred fifity crore taka in 2008. That means the sales amount has increased by simply 40% in last five years.
Overseas Demand State Like neighborhood demand condition Pran provides a vast demand to the foreign market. That they started to foreign trade from 2001 and starting from then on their foreign demand state has just raising and elevating.
The foreign require condition of Pran can be easily drawn by way of a exporting volume of last almost 8 years. We can see from the graph that at the beginning the only foreign trade worth doze crore which usually increased by simply 16. 67% in next year (2002). That they had a slower increase in export up to june 2006. Till they had common increase of 17% annually in foreign trade. But they had a drastic enhancements made on export from 06\ when their very own exporting volume rises by simply 55. 55% from the previous year. That were there exporting amount of 56 crore taka in 2006 and 70 crore in 2007. In last year they will export worth 120 crore which break the most past record of increase in export.
Marketplace Access Problems Pran, Bangladesh’s largest agro process firm produces and export different varieties of food products. Right now they have access to many countries and have probability of export various other countries.
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