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TRANSCRIPT
MARKETING STRATEGY OF PRAN MANGO JUICE
IN AGRICULTURAL MARKETING COMPANY
LIMITED (AMCL), BANGLADESH
1.0 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.
1.1 ORIGIN OF THE REPORT
This report has been authorized by Major Khondaker Saifuzzaman, course
instructor, Bangladesh University of Professionals, Mirpur Cantonment,
Dhaka, to a group of students of MBA-9. This assignment is a part of
“Marketing Management (M-501)” course under the MBA curriculum. It has
been submitted on May 24, 2009.
1.2 PROBLEM AND PURPOSE
1.2.1 PROBLEM STATEMENT
This report seeks to address the following requirement: “To study about
the Marketing practices followed by The PRAN Agricultural Marketing
Company Limited.”
1.2.2 PURPOSE OF THE REPORT
The objective of the report is- “To acquire the practical knowledge of
marketing practices of The PRAN Agricultural Marketing Company
Limited (AMCL).”
1.3 SCOPE AND LIMITATION
1.3.1 SCOPE
This paper includes marketing mix, SWOT analysis and competitive
analysis of the company.
1.3.2 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.
1.4 METHODOLOGY
To prepare the report, supportive information is gathered from the following
sources:
1.4.1 PRIMARY SOURCES: Primary sources mostly include
company records and interviews with the Marketing Executive.
1.4.2 SECONDARY SOURCES:
The secondary sources include:
Annual Reports of “PRAN”.
Website of the observed company - www.pranfoods.net.
1.4 REPORT PREVIEW
The report has been arranged in a simple frame. At first, a brief orientation of
the company has been discussed through highlighting the major aspects of the
The PRAN Agricultural Marketing Company Limited. Then, the strategic
analysis, structure of the company has been shown. After that the SWOT
analysis and marketing mix has been discussed. Finally the conclusions and
recommendations are drawn from the detail study on the issue.
2.0 AN OVERVIEW OF THE PRAN AGRICULTURAL
MARKETING COMPANY LIMITED
2.1 HISTORY OF AGRICULTURAL MARKETING 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.
The brief history about the company profile is given in the following Table:
Table 1: Company Profile
Corporate Headquarter Property Heights, 12 R K Mission Road, GPO
Box – 83, Dhaka 1203, Bangladesh
Contact Phone 880-2-9563126, 880-2-7167412, 880-2-7167416
Fax 880-2-9559415
Email [email protected]
Web www.pranfoods.net
3.0 STRATEGIC ANALYSIS
3.1 MISSION
“Poverty and hunger are curses”.
3.2 OBJECTIVES
To generate employment and earn dignity and self-respect for our compatriots
through profitable enterprises.
3.3 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.
3.4 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.
4.0 STRUCTURE OF THE COMPANY
4.1 JOB SPECIALIZATION
Agricultural marketing company ltd. (AMCL) has divided its total works into
smaller component parts. The parts are
Production
Finance
Marketing
4.2 DEPARTMENTALIZATION
The process of grouping jobs according to some logical arrangement, AMCL
is grouping its job involving the following activities by the functional
departmentalization. Organizational level of the Organization has been
described below in brief:
Board of Directors: Well established and reputed professionals and business
person of Bangladesh. They are the followings:
Chairman: He is the well known business person in Bangladesh.
Managing Director: The member selected by other members who set up the
organizational mission, set higher quality product and dominant in the world
marketing company.
Deputy Managing Director: He is a member of the board of Director. He
selects the organizational goals and plan. Now he rolled in planning and
production.
General Manager: The function of General Manager is to make quality
production, setting goals. He also emphasizes the Maintenance Department.
Assistant General Manager: He sets the plans for other departments as per
making of production. The functions also are to make higher quality
production, increase productivity and cost control.
4.2.1 FINANCE AND ACCOUNTANT DEPARTMENT
The department pays salaries, wages and calculates company’s financial
statement.
4.2.2 MARKETING DEPARTMENT
Markets over the world are controlled by their accumulated decision. Right
time advertisement, control taxes and vat, clearing and forwarding is the
object of export department. Import department purchases raw materials
and other equipments as per production schedule. This department also
takes so many promotional activities for promoting the product.
5.0 SITUATION ANALYSIS
It describes the company’s overall position comparing with others. It also tells
what kinds of benefits the company enjoying and what are its limitations and
how it can overcome these by taking corrective measures. The following things
can be done for analyzing AMCL.
5.1 SWOT ANALYSIS
Chart 01: SWOT Analysis
5.1.1 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.
5.1.2 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.
5.1.3 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.
5.1.4 THREATS
Some other company (like ACME, Akij).
Country’s strict rules and regulations.
Customer awareness of pricing and service.
Political stability breakdown the outcome result.
6.0 MARKETING MIX
Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market. This marketing tool involves 4 P’s of
marketing: Product, Price, Place and Promotion. The particular marketing
variables under each P are shown below:
Chart 02: Marketing Mix
6.1 PRODUCT
The company has so many different products. These are given below:
Table 02: Product Categories of PRAN
Product Categories
Marketing Mix
ProductProduct variety
QualityDesign
FeaturesBrand NamePackaging
SizesServices
WarrantiesReturn
PricesList priceDiscount
AllowancesPayment period
Credit terms
PromotionSales promotion
AdvertisingSales Force
Public relationsDirect Marketing
PlaceChannelsCoverage
AssortmentsLocationsInventoryTransport
Target Market
Juice Beverage Drink Confectionary Culinary Snacks Dairy
6.1.1 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.
Table 03: Various size of PRAN Mango juice of PRAN
Juice
Refundabl
e glass
bottle (1)
Aseptic Pack
(2)*
Hot
filled pet
Bottle
(3)
Tin
canned
(4)
Non-
returnabl
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
6.1.2 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.
Table 04: Various Beverage Items of PRAN
Beverage
Returnable glass bottle Pet bottle Energy drink
PRAN Cola,
PRAN Up
Maxx Cola,
Cloudy Lemon,
Clear Lime
Power Drink
6.1.3 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.
Table 05: Various Drink of PRAN
Drink
Fruit drink Instant powder drink Pure drinking water
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),
Orange,
Mango,
Lemon,
Strawberry,
Pineapple,
Komla
Mineral Water 600ml,
Mineral Water 1500ml,
Mineral Water 2000ml
6.1.4 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.
Table 06: Various Confectionary items of PRAN
Confectionary
Candy Lollipop Instant consumable
jelly
Food
bar
Deposited candy, hard-
boiled candy, medicated
candy, chewing-gum, soft
chew candy, chocolate and
Hand Lollypop,
Lollipop
Sticks,
Star Lollipop,
Fruit Magic,
Fruit Magic Plus,
Love Jello, Magic
Cup, Magic Cup
Peanut
Bar,
Mango
Bar
toffee Whistle
Lollipop
Plus, Magic Stick
6.1.5 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.
Table 07: Various Culinary items of PRAN
Culinary
Spice Mix
spice
Pickl
e and
chutn
ey
Sauc
ketc
up
and
paste
Jam
and
jelly
tea Must
ard
oil
nood
les
Rice
amd
allied
produ
cts
Other
s
Chili,
Turmeric,
Coriander,Cumin Seed
Curry Powder
,Fish Mix,
Haleem Mix,
Chatpati Mix
Boro
i,
tetul,
mang
o,
olive
Hot Toma
to Sauce
,Tamarind
Sauce,
Thai Chili Sauce
,Toma
to Ketch
up,Toma
to Paste
Apple Jelly,Orang
e Jelly,Mang
o Jam,Pineapple Jam,Mixe
d Fruit Jam
CTC Clone Tea,Tea
Premium,BOP Tea
Mustard Oil
nood
les
Kalijeera
Rice,Chinigura Rice,Flattened
Rice,Puffed Rice
Rose
water,
white
vineg
ar,
hard
molas
ses,
lachc
ha
semai
,
6.1.6 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.
Table 08: Various Snacks items of PRAN
Snacks
Biscuits and
bakery
Fried snacks Pallet snacks Puffed
snacks
Other
ethnics
Biscuits,
wafer, toast,
cakes
Chanachur, dal, chotpot, alubjujia,
badam bhaja, ChotPotMachmacha
Chicken Bite,Potato Chips,
SolderCrackers,Junior Crackers
Ringo Chips,Hot & Sour
Chira
laddu,
muri moa
6.1.7 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.
Table 09: Various Dairy items of PRAN
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
6.1.8 PRODUCT INFORMATION OF PRAN MANGO JUICE
Product information of aseptic pack has been shown in the following
table:
Table 10: PRAN MINI JUICE (65ml) (2)*
Load in 20' Container
Load in 40' Container
Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn
Aseptic Pack
311393114031138
OrangeLitchiMango
65ml80
pc's/Ctn2200 5170
Table 11: PRAN JUNIOR JUICE & PRAN JUICE PACK (125ml) (2)*
Load in 20' Container
Load in 40' Container
Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn CtnAseptic
Pack3112231123311213112431145
OrangeLitchiMangoCocktail
125ml 80 Pack/Ctn
2100 4935
Mango
Table 12: PRAN PREMIUM JUICE & CLASSIC JUICE (200ml) (2)*
Load in 20' Container
Load in 40' Container
Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn
Aseptic Pack
351473174535146
OrangeMangoFruit
Cocktail
200ml
27 Pack/Tray
3700 8695
48 Pack/Ctn
2196 5161
Table 13: PRAN PREMIUM JUICE & CLASSIC JUICE (250ml) (2)*
Load in 20' Container
Load in 40' Container
Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn
Aseptic Pack
3500435007350063500335005
CocktailOrange
PineappleMangoGuava
250ml
24 Pack/Tray
3150 7403
27 Pack/Tray
3100 7285
Table 14: PRAN PREMIUM JUICE & CLASSIC JUICE (1000ml) (2)*
Load in 20' Container
Load in 40' Container
Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn
Aseptic Pack
31183311803118231181
OrangeCocktailMangoMango
1000ml12
Pack/Ctn1900 4465
6.2 PRICE OF THE PRAN MANGO JUICE AND ITS
MATERIALS NEEDED
AMCL costing system falls more or less batch-level and unit-level costing
system, which is widely known as job order costing system. As each job
begins, its own job cost record is created. As units are worked on, entries are
made on the job cost record.
6.2.1 DIRECT MATERIAL OF PRAN MANGO JUICE
Material requisitions are the source of direct material cost. In AMCL,
Raw material’s cost that is needed to complete a batch of product is
called Direct Material Cost.
6.2.1.1 MAJOR RAW MATERIALS PROFILE
Mango pulp
Water
Sugar
Citric acid (E-330)
Vitamin-C (E-330)
Stabilizer (E-1415)
Vitamin-A (E-160)
Natural identical mango flavor
6.2.1.2 MAJOR NUTRITION FACTS
Amount per 125 ml container of PRAN mango juice
Calories- 640
Fat calories- 0
Total fat- 0 g (0%)
Sodium- 10mg (0.4%)
Total carbonate- 16g (5.2%)
Sugar- 15g
Protein- 0g
6.2.1.3 PRICE CATEGORIES OF DIFFERENT PRAN
MANGO JUICE BASED ON SIZE
Table 15: price categories of different PRAN mango juice
Name of the items Quantity (ml) Price/unit (Tk.)
PRAN mango juice pack 65 10
PRAN mango juice pack 125 12
PRAN mango juice pack 200 14
PRAN mango juice pack 250 16
PRAN frooto pet bottle 1000 60
PRAN glass bottle 250 12
PRAN tin canned 250 25
PRAN non-returnable
glass bottle
250 18
6.3 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 stockholder’s equities.
Table 16: Financial Performance
Year
Earning Per
Share
Net Profit After Tax
(value in ‘000 Taka)
Price Earning
Ratio
Dividend
(%)
2004 50.39 29,839 10.39 24
2005 50.96 36,088 10.19 26
2006 33.90 24,580 10.67 26
2007 36.66 28,519 10.44 26
2008 44.94 35,950 25.41 28
Source: annual report of AMCL (2007-2008)
6.4 PLACE
The AMCL has already captured all over the country. It has distributed it’s
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 it’s coverage all over the
country and all kinds of people. And finally it has also enabled to do that.
Almost it follows mass segmentation.
6.5 PROMOTION
Promotion is the direct inducement that offers an extra value or incentive for
the product to the sales force, distributors or the ultimate consumers with the
primary objective of creating an immediate sale. Through applying sales
promotion, advertising, sales force, public relations, and direct marketing, the
communication between customers and buyers becomes static which is very
effective for the upgrade marketing of the PRAN mango juice.
6.5.1 CONSUMER ORIENTED PROMOTION
6.5.1.1 SAMPLING
Consumers are given some quantity of a product for no charge to
induce trial. This process is very effective in case of new product
promotion but very costly. Mostly appropriate for the product that
meets the following criteria. Products are relatively low unit value,
sample does not cost much. As for example, PRAN mango juice of
65 ml, 125 ml, 200 ml. are very attractive for their own low unit
value. Products are divisible that means product can be made in
smaller sample and sample can demonstrate the overall features of
the product. As for example, PRAN mango juice has different
categories of products varying from their small size to bigger size
glass bottled and pet bottled orientations to the consumers. Purchase
cycle is relatively short, so that consumers will consider an
immediate purchase or will not forget about the brand before next
purchase.
There are various types of sampling methods which are given below:
Door to door sampling: Product delivered directly to
prospect’s residence. Very costly but effective. Newspapers
are widely used for door-to-door sampling.
Mail Sampling: Appropriate for small, lightweight, non-
perishable product. Postal restrictions and increasing postal
rates are the two main drawbacks of this system.
In store sampling: Marketers hire temporary
demonstrator who set up a table or booth and offers sample
to passing by shoppers. Very effective for food products.
On package sampling: A sample of a product is
attached to another item. Very cost effective for multi
product firms that attach a sample of a new product to an
established brand. In this case the established brand act as
carrier and no additional cost is involved. The main
drawback is that it may not reach to the non-users of the
established brand (carrier of the sample). To overcome this
marketer can use multi brands as carrier.
6.5.1.2 COUPON
This is the oldest, most widely used and most effective sales
promotion. It encourages repurchase. It is effective for consumers
who are very price sensitive. Newspapers are widely used to
distribute coupon. FSI (Free standing Insert) through newspaper is
also widely used. Coupon helps company to achieve sale through
“PULL” strategy and reduces the dependability on retailers which is
authentically followed by the PRAN Company.
The following coupon strategies are followed by the company when
it is tending to increase its sales promotion:
Bounce Back Coupon: This is attached (engraved) to
the package of a particular brand and helps to achieve
repurchase of the same brand.
Cross ruff Coupon: This is attached to the package of
different brand.
Instant Coupon: This is attached to the outside of the
package and consumers can instantly rip off and get the
product immediately.
In store coupon: Normally distributed in the store. Can
be distributed by persons or “Coupon Dispenser Machine”.
6.5.1.3 CONTEST AND SWEEPSTAKES
The following bullets are different practiced methods effective for
promoting sales in PRAN Company:
6.5.1.3.1 CONTEST
This is a promotional tool where consumers compete for prizes or
money on the basis of skills or ability. Consumers have to fill up
some forms for entry into the competition and needs to show
some proof of purchasing the product. It is widely practiced in
Bangladesh by newspaper companies during World Cup Football
and in the time of various traditional festivities of Bangladesh.
6.5.1.3.2 SWEEPSTAKES
Here winners are determined purely by chance. It’s a kind of
game. Example: “Scratch card in PRAN mango juice”
There are other kinds of consumer sales promotion; like the
following bullets:
Bonus pack: Offering extra amount of product at a
regular price.
Price off: Reducing price of the brand for a short
duration. Can influence consumers very strongly at the
POP when price comparison is made.
Event Marketing: A type of promotion where a
company or brand is linked to an event (Fantasy
Kingdom).
6.5.2 TRADE ORIENTED PROMOTION
This opportunity is basically given to the retailers and distributors.
This is done to increase company sales through “PUSH” Strategy;
which is done by the PRAN Company for their sales promotion.
There are some kinds of Trade Promotion as the follows:
Contest and Incentive.
Trade allowance (buying allowance, promotional allowance,
slotting allowance)
Sales Training
Commissions
Others (financial support, decoration of the store etc)
By the by, Public Relations is one type of promotional tools to
increase its sales to the market and to position the market leadership of
the total market in the country aspect. PRAN has very strong public
relations through initializing its socio-economic activities like: concert
drawn for donating to the helpless of the society, giving scholarship to
the poor meritorious students, for incepting plantation program
throughout the country in a medium-large scale.
Public relations or PR is an organizational activity involved with
fostering “good will” between a company and its stakeholders.
Company’s stakeholders include suppliers, distributors,
consumers, govt., pressure groups, share holders, employees etc.
PR is a broad organizational function. MPR (marketing oriented
public relation) is one of the aspects of that. MPR focuses on
consumers basically.
6.5.3 MARKETING ORIENTED PUBLIC RELATION
(MPR)
The following types of MPR are basically fruitful to increase the sales
of the company:
6.5.3.1 PROACTIVE MPR
Product releases announce new products, provide relevant
information about products features and benefits, and inform
interested listeners/readers how additional information can be
obtained. A product release is typically aired on TV or published in a
product section of trade magazines or business publications, in the
business section or consumers’ section. There could be many other
forms of proactive MPR. Whatever may be the form, the aim is to
establish a good relation with public/stake holders. Some commonly
used other forms of proactive MPR are:
Arrange/participate seminar.
Participating society based movement programs.
Sponsorship.
Charity / Donation.
6.5.3.2 REACTIVE MPR
Unanticipated market place developments can place an
organization in a vulnerable position that demands
reactive MPR.
These are done to rebuild company’s image which is
eventually at stake for some reasons.
Reactive MPR is also done to overcome rumor.
There are many instances that companies had to go for
reactive MPR to rebuild image.
The problem of reactive MPR is that it may not work
as bad publicity spread at the speed of fire.
6.6 COMMUNICATION
Communication is the most important factor in the company to increases its
sales. PRAN Company has good communication power to increases its sales.
They follow the effective communication strategy in the market to attract the
customer and retain the royal customer by its networking.
6.6.1 COMMUNICATION OBJECTIVES
The firm intends to focus its promotional efforts towards awareness
development and knowledge sharing among the target audience over
the years of its operations. It also tries to build brand loyal.
6.6.2 DESIGNING THE MESSAGE
` In determining the message content, the firm prefers to have a
combination of both rational and emotional appeals. The emotional
appeals have got preference over the other of operations. However, the
firm shifts its preferences to rational appeals with the competitors
entering the industry or as a tool used to impose entry barriers.
6.6.3 COMMUNICATION CHANNELS
The personal communication channel is used for the firm. This will
include face to face, online, and other relationship marketing measures
to make the customer group attracted to this product. Beside the
marketing people, the opinion leaders and social influential is the most
effective medium in this regard. The non personal channel such as
both print and electronic media and events is used occasionally to
convey the messages.
6.6.4 THE PROMOTIONAL TOOLS
The firm’s promotional tools are advertising, public relations and
publicity, and Sales promotion. Each is summarized as follows:
6.6.4.1 ADVERTISING
The effort remains very frequent times over the years. The company
used television as a main media for promoting their products.
Besides this, they use Newspaper, Billboard etc. to convey their
message to the target audience.
Advertisement
Televisionnnnnnnn
PRAN Mango Juice
PRAN MANGO JUICE
STRENGTH IS LIFE
Bill-Board
Newspaper Magazine
Fig.: Different advertising media
7.0 SUMMARY, CONCLUSION AND
RECOMMENDATIONS
7.1 FINDING SUMMARY
We can make a summary from our findings in regard of marketing strategy
which are given below:
The company follows the narrow span of control.
The company produces a wide range of juice, beverage, confectionary,
culinary, snacks and dairy products. Each item is called a batch.
It provides huge advertisements.
The company is too much concerned about the quality of the product.
Mango
Juice
It also tries to offer a reasonable price which can be acceptable by the
customer.
AMCL costing system falls more or less batch-level and unit-level
costing system, which is widely known as job order costing system.
The current position of the company is remaining a successful condition.
The earning per share of the company is in good situation.
The net income of the company has increased significantly. It also
indicates the company’s strengths over the year.
7.2 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 it’s 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.
7.3 RECOMMENDATION
The following recommendations can be utilized to improve the performance of
AMCL.
It needs care on credit sale not to push it too high, which may result
tying up resources in the non-operative form and also increasing the
chances of bad debt.
The company is running with too much of capacity. It should
immediately go for expanding the demand through diversification of the
market and utilize its full capacity.
The company may adopt time series analysis of forecasting method
together with judgmental approach to get better forecast.
The company may, besides the high quality products, introduce lines of
cheaper products like mini soap, cream to tap mass market of the
country.
The company should aim to achieve economies of scale in the
production and introduce experience curve as soon as possible.
The company should give utmost emphasis to go for exporting their
world class quality products to the neighboring and other countries.
It should follow well-defined costing system.
It should carryout capital budgeting before undertaking any new project.
The company should prepare work sheet before preparing financial
statement
The quick ratio should increase simultaneously.
Adequate care should be taken for selecting the advertising media.
BIBLIOGRAPHY
BOOKS
Lesikar and Flatley, Basic Business Communication. 10th Ed. New Delhi: Tata
McGraw-Hill Publishing Company Limited, 2005
Kotler, Philip, Marketing Management. 10th Edition. New Delhi: Prentice-Hall of
India, Inc., 2000
ANNUAL REPORT
AMCL Bangladesh, Annual Report. 2007- 2008,
