'PRAN – the Largest Agro Food Processor in Bangladesh Essay\r'

'Introduction\r\nagrarian Marketing Comp any Limited (AMCL) was set up at first in 1981 and then 1985 for nation and merchandise of agricultural yields for local and merchandise market. after a new-made fruit acting industrial appoint with bottling and earning facilities was added in 1993 to produce fruit succus, squash, sherbet, close up, jelly etc. the party processing unit started commerci bothy return in July 1993 and launched its crossroads in the market under the smirch name â€Å"PRAN”. PRAN stands for Programme for Rural Advancement Nationally. The chump Pran has established itself in all(prenominal) category of victuals and beverage industriousness and shtup boost a return range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even dairy farm point of intersections. Pran concourse was born keeping in pull away the corporate mission of the sort out. Today Pran is the largest processors of fruits & ampere; vegetables in Ban gladesh. Pran is the pioneer in Bangladesh to be involved in contract farming.\r\nThey encourage contract farmers and help them pay off quality crops with increased yields and to obtain fair p strains. They gratify sore material directly from the farmers and processes through the machineries at their several factories into hygienically packed food and drinks overlaps. The Group comprises of 10 companies. The head offices be located at Dhaka with occupation facilities more(prenominal) or less the terra sign of the zodiaca. Their management is modern adapted to the environment & culture and Pran’s largest asset is their dealnt team of hands-on-mangers & sanctified employees. Pran is listed with the Dhaka and Chitttgong stock exchanges in 1996. Pran kitchen-gardening merchandising company limited has controlled the nine individual personal credit line Units on their umbrella.\r\nAgro industrial Park\r\nBangladesh’s first-ever agro-industrial zone, P ran Agro Industrial Park, was inaugurated in Natore. The park is comprised of automatic rice mill, spice, peanut, honey, tomato, pickle, jam and jelly processing units, fruit pulping units, pulses mill, puffed rice mill, cattle feed mill, p rifleic molding and milk collection units to produce wide range of products, which is utilise for trade.\r\nPlant in India:\r\nNow Pran is going for FDI (Foreign handle Investment) in India by building its first exotic factory in India, taking advantage of the country’s recent close to lift its eschew on Bangladeshi investment. The plant give be built in the north-eastern Indian state of Tripura. It will initially produce jelly and drinks and is expected to baffle into operation by 2009 with an annual turnover of around Tk100 crore. It will ply the markets of northeast India -Assam, Nagaland, Tripura, Meghalaya, Manipur, Mizoram and Arunachal Pradesh -known as ‘ sevener Sisters’, said a sr. official of Pran exportati ons Ltd. The plant will initially produce jelly and drinks, which affirm already won popularity in those atomic number 18as, said Paramuddin Hossain, senior manager of Export of Pran Group.\r\nRelated and Supporting Industries\r\nPran aliment Limited produce contrasting types of food products which aim many an diametric(prenominal) early(a) related and supporting products in their variant stages of production and distribution.\r\nI. mango tree and Other Fruits exertion:\r\nPran’s mango juice is their most exchange tip and most of their earnings be earned by selling mango juice. So they need a large amount of mango as a young material in mango juice production. They likewise need mango in producing Jam, Pickles and Mango Bar. Besides Mango they also need many different fruits like Orange, Pineapple, Apple, Litchi, Lemon and many otherwise fruits to produce Juice, Jam, Fruit Bar and Pickles. At empower they supply mango and other fruits from their own tend a s well as merchandise from other countries like India and Bhutan. But the writeing amount is more than the amount of supply from their own garden.\r\nII. colewort Industry:\r\nSugar is an inevitable raw material for production process in Pran sustenance Limited. They need scratching in juice production to candy production. They recitation our basis countries dirty money because they do non aftermath sugar for high tariff rate. So sugar industry is a related and supporting industry for Pran Food Limited. There are many local sugar industries that depend on Pran.\r\nIII.Dairy Firm:\r\nPran has the country’s largest milk producing centre. Pran’s own dairy firm supplies milk to produce Ghee, Milk candy, Mango Milk, java Milk, and in many other production process. If supply from their own dairy firm can non match the need of raw materials in early other dairy firms can give them the supply.\r\nIV.Wheat Industry:\r\nPran study a bulk amount of wheat berry to produce snacks, like Crackers & Chips, bakeshop Items, Biscuit, Chanachur, Dal etc. They import wheat from other countries for their production process.\r\nV. incase Industry:\r\nTo distribute all products Pran needs quality and rich encase. At present they are importing all incase materials excluded the glass feeding bottle from China and Korea. And they use local glass bottle to distribute juice and pickles.\r\nOrganizational Structure of Pran The Pran agriculture marketing company limited constructed their organizational bodily structure in standard way which could efficient for their production and job.\r\nThe structure is given below:\r\nMarketing scheme of Pran To achieve its marketing objectives Pran uses the customer centered penchant program to gain large bulk of customers. scratch line of all they set division Targeting Positioning (STP) for their products.\r\nI.Market Segmentation:\r\nPran discussion section their market to divide the market into clean-c ut groups of buyers who confine distinct needs, characteristics, or behavior and who require separate products or marketing mixes. For pattern: they segment their mango juice to think about the multitude of different age and who have different hold. give care Pran Mango Juice-Classic for generalized group, Pran Mango Juice-Premium for the group who motivation thick mango juice, Pran Joy Juice for the young person generation and Pran Junior Juice for the children.\r\nII.Target Market:\r\nPran charge the middle class people who wants verified taste of foods. As consumer percentage is high in this group they think that this intent market is highly paid for them. So, they don’t go for high damaged product rather than they try to serve low price but competitive quality of product. That is why their primary(prenominal) object is to serve quality product at a lower price and they do a push-down storage of promotional activities for being the best in the competitive mark et.\r\nIII.Market Positioning:\r\nPran mail serviceing their products in their customers object by offering special features and benefits. To occupy a clear, distinctive, and desirable place relative to competing products in the minds of their target market Pran tries to position their severally and e genuinely product. For example; Pran tries to position the Mango Bar as a taste of the happiness of their childhood, in the mind of e rattling consumer.\r\nIV.Marketing Mix of Pran:\r\nPran has a set of controllable tactical marketing tools â€product, price, place and promotion, which they blend to produce the resolution wanted by their target market.\r\na)Product:\r\nProducts act as customer solution for their submit. Pran has an extensive line of product which can easily satisfy the need for any food demand of the consumers. Consumers are getting all sorts of food products they need to consume from Pran.\r\nb)Price:\r\nBangladesh has a ample shortage of fruit, vegetable, raw materials. So Pran make up this shortfall by importing from the neighboring and different countries like India, Bhutan, and China etc. But, for that, Pran needs a relaxed tariff structure to keep their products competitive. So, Pran follows competitive price strategy to compete in the market. But they also take care of the limitation of their customer. So they always try to keep the price low to compete in the market and to make their product’s price affordable for their consumers.\r\nc)Place:\r\nPran has an extensive gross revenue earnings throughout the country to reach their product to everyone. Their products are available even to the remote part of the country. caller-up appointed sales legions to cover every part of the country.\r\nd)Promotion:\r\nPran communicates with their consumers by various way of promotion. To keep back a good public relation they take intensive sales promotion. To promote Pran’s product to their customers, they are conducting some promotional activities.\r\nThese include:\r\n advert in print media such as give-and-take paper, magazine\r\nAdvertisement in visual media with persuasion leaders\r\nFree campaign\r\nSponsoring in different cultural occasions\r\nV.Countrywide Sales and Distribution network:\r\nPran maintains the pastime distribution network\r\nPran sales force comprises 137 Executives. Number of Sales Representatives is 1510. They are performing the state of Selling to retailers all over Bangladesh through Distributors. At this moment company appointed total Distributors are 720.\r\nMode of impartationation\r\nPran use superman in the following activities:\r\nI.To Import Raw Materials:\r\nTo import the raw materials Pran use Freight on Board (FOB) and C&F both transportation formation. On FOB the supplying company takes the responsibility to import raw materials up to Chittagong port and on C&F the supplying company imports the raw materials up to the factory. But Pran use the C&F system more than FOB system.\r\nII.To Export Processed Foods:\r\nPran Food Limited uses the tape transport system to export processed food to many other countries. To avoid the high transportation cost, they use shipping system instead of air. III.To Distribute In The topical anesthetic Market:\r\nTo avoid high freight Pran use their own distribution channel to distribute their products inner Bangladesh. They also take help of the local transportation agencies to distribute their products on payment. The names of some local transportation agencies that they use more frequently are given below:\r\nHaji Mostafa Transport\r\nAnanda Paribahan\r\nShamim Transport\r\nMulti Star Transport Ltd.\r\nN. Mohammad Transport\r\n packaging\r\nPackaging is the science, art and technology of enclosing or protect products for distribution, storage, sale, and use. Packaging is very important part for the marketers because by looking at the packaging of product, consumers take the decision of buyi ng a particular product. That is why Pran does colorful packaging which attracts customers a lot. Pran gives a lot of efforts in packaging. They are in a good position in doing packaging compare to other companies in Bangladesh. Pran export their product in the international market, so comparing with the international market their process of packaging is not in a good pos\r\nition at all. Pran is doing their best to compete with the international standard of packaging. For doing packaging they use foreign technologies to compete with the world market. They import tract mostly from Thailand. Then they prefer China. They import different packing materials like- Aluminum Foil, Crown Cork, ductile Packing material, Glass Bottle, Glass Jars, HDPE, Lug crownwork (30, 53 & 63mm), PET, Shrink Labels, Shrink caps, arse Can, U-Straw.\r\nPran is doing packaging because of following reasons:\r\ni.Self-Service:\r\nProducts should be packaging in such a process which is convenience for th e consumers. Pran package their products in such a way that it is very convenience for the consumers to take products from one place to another. Pran do standardizing and grading their products according to different weight of their product.\r\nii.Consumer mellowness:\r\nPran always try to have bit more profit from customers. So Pran underscore on appearance, dependability, and prestigiousness of better package for having consumer affluence.\r\niii.Company and Brand Image:\r\nPackages conduce to instant recognition of the company and brand. Pran packages their product in such a way that it’s live on very easy for the customers to recognize their product.\r\nWhen Pran package their product, they emphasize a lot in few factors like-\r\nI.Physical tribute:\r\nPhysical means the physical product. They emphasize whether products are secure after packaging or not.\r\nII.Barrier shelter:\r\nThere are some problems that create product unhygienic, dust is one of them. To hygien ic the product, Pran does their packaging very carefully. They concentrate on whether the packaging is protecting the products from different barrier or not. Pran use new types of technology for protecting these types of problem.\r\nIII.Information Transmission:\r\nIn packaging, Pran gives a lot of information about how to use products and what chemicals are their in the product. By doing these they do the work of information infection which help a lot to the customers.\r\nIV.Security:\r\nThere is surmisal of damaging goods when products are going for shipment. Some condemnation because of some defect in the packaging, products can not reach in there destination. For that reason companies red ink their profit as well as their goodwill. That is why Pran emphasize a lot on guarantor in packaging to prevent from these problems.\r\nWay of Packaging:\r\nThe way that Pran packages their products can be shown in the following tables-\r\nLocal inquire Condition Pran is the Bangladeshà ¢â‚¬â„¢s largest selling processed food company. The local demand for Pran’s product has increased day by day. The marketing officials explained that their current production strength even failed to satisfy the local demand correspond in terminal year.\r\nThe local demand see of Pran’s product can easily determined by their sales plenty. Here we examine Pran’s sales brashness for last five years which shows that the local demand specification of their products has increased forcefulally. In 2004 the sales volume was worth of 50 crore taka which increased to 250 crore taka in 2008. That means the sales amount has increased by 40% in last five years.\r\nForeign Demand Condition Like local demand condition Pran has a vast demand to the foreign market. They started to export from 2001 and from then on their foreign demand condition has just increasing and increasing.\r\nThe foreign demand condition of Pran can be easily drawn by their exporting volume of las t 8 years. We can see from the graph that at the beginning the only export worth 12 crore which increased by 16.67% in next year (2002). They had a soggy increase in export up to 2005. process then they had average increase of 17% each year in export. But they had a drastic change in export from 2006 when their exporting volume rises by 55.55% from the previous year. They had exporting volume of 56 crore taka in 2006 and 80 crore in 2007. In last year they export worth 120 crore which lead the all past record of increase in export.\r\nMarket Access Issues Pran, Bangladesh’s largest agro process company produces and export different kinds of food products. Now they have access to many countries and have potential to export many other countries.\r\n'