Independent University, Bangladesh
course ID# MBA 506
section-01
Prepared For:
Dr. Shamsun Nahar Momotaz
Assistant Professor, Marketing, SBE, IUB
Department of Marketing
Independent University, Bangladesh
NAME ID
Julfiker Hasan 1910705
Dipto Podder 2031317
Sabrina Akter 2031307
Prepared By:
Company introduction (Sabrina Akter)
PRAN-RFL Group was started journey in [Link] is view Observance in corporate mission
of the Group they contain over the years expand their behaviour in several areas. PRAN-RFL
is biggest strength their expert team management and dedicated employee. PRAN-RFL
started its operation in 1981 as a processors fruit and vegetable in Bangladesh. Over the
years, the company has not only grownup in stature but also contributed significantly to the
overall economic development of the country.
It started mainly with Foundry business and gradually diversified to Light Engineering, PVC
Fittings, Plastics, Food and Beverage and Agro-Processing. Approximately 3000 types
product PRAN-RFL have. It has organized R & D facilities to design and develop new
products. They have a well-organized owned testing laboratory is employed to make sure
quality products. PRAN is currently producing more than 200 food products under 10
different categories. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks,
Culinary, Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding
principle of its management system. The company is complaint to HACCP & certified with
HALAL which ensures only the best quality products are reaches to the consumers table
across the world.
Pran rfl exports had reached 16 billion taka by 2019, with the biggest markets for the
company in India, Saudi Arabia, UAE, Malaysia and Oman. PRAN-RFL exports to over 136
different countries. PRAN-RFL has 80 thousand direct employees and 200 thousand indirect
employees all over the country.
The company was listed on the DSE in 1999. The share price closed at Tk126.70 on the day.
The company disbursed 23% cash dividend for three years from 2017 to 2019. The
company’s paid-up capital is Tk10 crore. The sponsor-directors own 49.89% stake in the
company, while institutional investors own 16.46% and the general public 33.65% as on
December 31, 2019.
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Marketing mix
PEOPLE:
PRAN-RFL has 80 thousand direct employees and 200 thousand indirect employees PRAN-
RFL group’s employee count is 84,000, which is considered the highest in
Bangladesh. PRAN exports to over 132 different countries. . Around 76,000 farmers mainly
from Rangpur, Rajshahi and Khagrachori, are working with this company and providing
Raw-material. PRAN produces about 200 products in juice, drinks, confectionary, culinary,
snacks, frozen food, spice, noodles, dairy and so on.
PROCESS:
At first company collect raw-material from various point and some raw-material import from
abroad. after that process the raw-material turn to usable product. Ready product go for
delivery and distributor sent product to the retailer shop and customer collect product from
retailer shop. This the process company follow.
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PROGRAM(julfiker hasan)
PRODUCT
PRAN-RFL Group is customer needs to provide good quality products. Its factory products
made by advanced technology machineries ready to capacity fulfill consumer needs satisfy
and take care products in qualified manager. These industries products are unique and
different from any other company. The arrangement of the product category and brand name
below the box:
PRODUCT CATEGORY BRAND NAME
Energy Drink Power
Cola Maxx cola
Clear Lemon Cheer up
Drinking Water Pran Drinking Water
Carbonated Beverage Braver
Milk Milk Vita
Juice Frooto (Mango, Red grape, Red orange)
PRICE
Price is vital part of the organization because a company achievement and failure facts of
Product launched. As an organization product produced consumer needs to price up and
down always area basis. PRAN-RFL Group using follow two methods:
Market Oriented Pricing: PRAN-RFL will be that situation market acceptable to consider
the market oriented pricing those type consumer needs market price increase and decrease to
imbalanced moral market price label.
Competition Market Based Pricing: At first a competitor identify to go markets product
price and they decided to accept the product price same or not. Maximum time competitor
market product price same
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PLACE
PRAN-RFL Group have a large distribution channel in Bangladesh. Every city PRAN-RFL
have some specific distribution network channel where salesperson are responsible for
delivery their product. A salesman take product where are sales made by this area selected
place distribute.
Then they distribute product to the selected distributer. Place distribution channel is nearly
from shop then salesman hurry up this product distribute. Than given the products and
salesman given product this area shop place and hand to hand shop man deals with customer.
This is the procedure company follow.
PROMOTION (Dipto Podder)
Finally, the last part of 4ps is products promotion. PRAN-RFL Group products promotion is
handled four department than lastly show that. PRAN-RFL is checked the market than market
evaluate the products distribution on channel than decided market wish promotion. This
market is properly communicated with customer survey than decided finally market wish
segment promotion. PRAN-RFL believes is good taste, high quality and attractive packing
products than marketing promotion. Its products value of markets area segment for customer
needs wants and demands finally promotion of markets.
PERFORMANCE
Internal marketing-
PRAN-RFL are educating employees of its goals and values by arranging training.
Encouraging employee input on policies and leadership and allowing open dialogue between
different department. so that company internal communication can be good.
Integrated marketing-
PRAN Slim Milk is available across all major departmental stores in Bangladesh and
promoted as a healthy calorie-free milk for health conscious audience.
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Relationship marketing-
This is possibly the most important element of holistic marketing. It is important to maintain
good relationship with the suppliers, distributors and customers. PRAN-RFL always give
discount every special occasion and pay extra commotion both suppliers and customer.
Socially responsible marketing- PRAN-RFL known for Good works with charitable
organizations to donate goods. Therefore, PRAN-RFL is not only known for its product
quality, but also for its social responsibility initiatives.
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