AMERICAN INTERNATIONAL UNIVERSITY BANGLADESH

PRINCIPLE OF MARKETING ASSIGNMENT TOPIC:

Managing Profitable Customer Relationships and Partnering to build Customer Relationship A study on: PRAN GRO P

Topics to be covered:
1. Company Overview (Background, Mission & Vision). 2. Lis o! Marke O!!erings ("roduc & #ervices o! $e organi%a ion wi $ #i%es and "rices) &. "rac ice o! Marke ing Concep s '. # ruc ure o! #upp(y C$ain Managemen ). Lis Business "or !o(io (#B*s) o! $e organi%a ion +. ,va(ua ion o! #B*s -y BC. Ma ri/ (Ca egory o! $eir "roduc s, Business or #u-sidiaries) 0. 1mp(emen a ion o! "roduc 2Marke ,/pansion .rid # ra egies 3. #ocie a( Marke ing 4c ivi ies (C#5 done -y $e organi%a ion) 6. #7O8 4na(ysis () eac$ o ' ca egories) 19. #ugges ions & 5ecommenda ions

Group Members Name and ID:

1) Company Overview (Background, Mission & Vision) !a"#ground:

"54: s ands !or "rogramme !or 5ura( 4dvancemen :a iona((y. ;"54:< is curren (y $e mos we(( known $ouse$o(d name among $e mi((ions o! peop(e in Bang(ades$ and a-road a(so. "54: .5O*" was -orn in 1639. #ince i s incep ion in 1639, "54: .roup $as grown up in s a ure and -ecame $e (arges !rui and vege a-(e processor in Bang(ades$. 1 a(so $as $e dis inc ion o! ac$ieving pres igious cer i!ica e (ike 1#O 6991=2999, and -eing $e (arges e/por er o! processed agro produc s wi $ comp(iance o! >4L4L & >4CC" o more $an 09 coun ries !rom Bang(ades$. "54: is $e pioneer in Bang(ades$ o -e invo(ved in con rac !arming and procures raw ma eria( direc (y !rom $e !armers and processes $roug$ s a e o! $e ar mac$inery a our severa( !ac ories in o $ygienica((y packed !ood and drinks produc s. 8$e -rand ;"54:< $as es a-(is$ed i se(! in every ca egory o! !ood and -everage indus ry and can -oos a produc range !rom ?uices, Car-ona ed @rinks, Con!ec ionery, #nacks, and #pices o even @airy produc s. 8oday, our consumers no on(y va(ue ;"54:< !or i s au $en ic re!res$ing Auice drinks produc s , -u a(so !or i s mou $ wa ering Bua(i y con!ec ionery produc s wi $ $ig$ visua( appea( and e/ci ing e/ ure. 7e in end o e/pand our presence o every corner o! $e wor(d and s rive o make ;"54:< a ru(y in erna iona( -rand o -e recogni%ed g(o-a((y.

Mission:
1. 8$e corpora e mission o! $e group we $ave over $e years diversi!ied our ac ivi ies. 2. 8o -e $e (eading manu!ac urer and dis ri-u or o! Auices and re(a ed !ood produc s $a -es sa is!y $e growing needs o! $e cus omers. &. "romo e pro!essiona( grow $ and we((2-eing o! our emp(oyees, main ain mu ua((y pro!i a-(e re(a ions$ip wi $ our rade par ners and ac$ieve grow $ (eve( eBua( o or -e er $an $e norms o! $e !ood indus ry. '. 8o com-ine aggressive s ra egic marke ing wi $ Bua(i y produc s and services a compe i ive prices o provide $e -es insurance va(ue !or consumers. ). "ro!i a-(e grow $ $roug$ superior cus omer service, innova ion, Bua(i y and commi men .

+. 8o un(ock $e po en ia( o! na ure o improve $e Bua(i y o! (i!e. 0. "roduce goods o !u(!i(( $e demand o! $e consumer. 4! er !u(!i((ing $e demand e/por $e produc s.

$ision:
PRA $as -een working re(en (ess(y wi $ a vision o ensure >ea( $, Vigor and >appiness !or a(( and is on a perpe ua( Bues !or e/ce((ence. 8$e Bua(i y po(icy o! $e Company is= 4-so(u e commi men o $e $ig$es o- aina-(e s andard o! Bua(i y produc and service $roug$ e/ce((ence and concer ed e!!or s o! -o $ emp(oyer and emp(oyee. 8$e Company s$a(( improve i s marke s$are and produc ivi y o en$ance pro!i a-i(i y $roug$ moni oring o! i s per!ormance on a regu(ar -asis and iden i!y oppor uni y !or con inua( improvemen . "54: .5O*" is $e (arges processors o! !rui s & vege a-(es in Bang(ades$. 7e encourage con rac !armers and $e(p $em grow Bua(i y crops wi $ increased yie(ds and o o- ain !air prices. 8$e .roup comprises o! 19 companies 8$e $ead o!!ices are (oca ed a @$aka wi $ produc ion !aci(i ies around $e coun ry. Our managemen is modern adap ed o our environmen & cu( ure. Our (arges asse is our compe en eam o! $ands2on2mangers & dedica ed emp(oyees.

!) "is# o$ Marke# O$$erings (Produc# & %ervices o$ #&e organi'a#ion wi#& %i'es and Prices)

?uice= 8$e de(icious(y na ura( and swee as e !rui Auice is derived !rom $e (oca( orc$ard during $e $arves o ensure $e !res$ness and Bua(i y o! $e Auice. 1 gives na ura( pu(p sBuee%ing !res$ !rui , vi aminsC minera( and o $er ingredien s make $e Auice re!res$ing, na ura( and nu ri ious.

Beverage= "54: keeps i s presence in car-ona ed so! drink producing co(a, Lime and (emon. 1 s re!res$ing C#@ produc s are wide(y accep ed in (oca( and in erna iona( marke .

@rink= "54: drink is a (iBuid specia((y prepared o !u(!i(( peop(eDs non car-ona ed !(avored drinks needs. 8$e $irs Buenc$ing !(avor drinks provide a good range o! !rui !(avor $a con ains vi amins and gives as e o! !rui .

Con!ec ionary= "54: $as a comp(e e por !o(io o! con!ec ionery produc s. 7e $ave a !u(( varie y o! kiddies & adu( con!ec ionery 2 inc(uding many nove( ies, seasona( & e/c(usive i ems, "54: i ems inc(ude (o((ipops, candy, o!!ee, c$oco(a e, !rui -ar and ,di-(e .e((.

Cu(inary= "54: cu(inary !oods $as a uniBue mode( o! sourcing and disp(aying Bang(ades$Ds !ines !oods on a cus om2designed s and in some o! $e -es !ood s$ops.

#nacks= 4 snack !ood is seen in 4sian cu( ure as a ype o! !ood no mean o -e ea en as a main mea( o! $e day 2 -reak!as , (unc$, or dinner 2 -u one ra $er $a is in ended o assuage a personDs $unger -e ween $ese mea(s, providing a -rie! supp(y o! energy !or $e -ody. 8$e erm may a(so re!er o a !ood i em consumed -e ween mea(s pure(y !or $e enAoymen o! i s as e. "54: snack !oods are

ypica((y designed o -e por a-(e, Buick and sa is!ying. "54: snack !oods are designed o -e (ess peris$a-(e, more dura-(e, and more appea(ing $an prepared !oods.

Biscui s and Bakery= "54: $as di!!eren kinds o! -iscui s and -akery.

Dairy: @airy produc s are genera((y de!ined as !oods u!!s produced !rom mi(k. 8$ey are usua((y $ig$2energy2yie(ding !ood produc s. 5aw mi(k o! "54: co((ec ed !rom !armers and "54: dairy !ac ory processes i in o a varie y o! dairy produc s. Mi(k is separa ed -y (arge mac$ines in -u(k in o cream and skim mi(k. 8$e cream is processed o produce various consumer produc s, depending on i s $ickness, i s sui a-i(i y !or cu(inary uses and consumer demand.

"roduc name

"roduc si%e

"roduc "rice( k)

?uice= 1) 5e urna-(e g(ass -o (e (mango Auice) 2) 4sep ic pack ( "54: premium Auice) ( "54: coo(, Aoy Auice) ( "54: Aunior Auice) ( "54: c(assic Auice) &) >o !i((ed pe -o (e (Eroo o mango Auice)

2)9m( 2)9m( 299m( 12)m( 1999m( 2)9m( )99m( 1999m( 2)9m(

1) 1) 12 19 ') 29 &) )) 29

') 8in canned ("ineapp(e, Mango, 8amarind, Orange, Banana, .uava, Coconu Auice) Beverage= 1) "e -o (e ( "54: Ma// Co(a, "54: C(oudy Lemon, "54: *") 2) "54: ,nergy drink (power) @rink= 1) "54: Erui drink ( Orange, Li c$i)

2)9m( )99m( 1999m( 2)9m(

1) 2) ') 22

)9m( 109m( '99m( 1999m( 'gm 1)gm +9gm 2)9gm ))9gm )99m( +99m( 1999m( 1)99m( &gm

+ 1+ 2' )9 ) 19 13 &9 ') 19 12 13 2) 1

2) 1ns an powder drink (Orange, Mango, Lemon, # raw-erry "ineapp(e)

&) "ure drinking wa er

Con!ec ionary= 1) Candy ( Mr. 8om Co!!ee Candy, My Luv Candy, @r. Mi(k Candy, "54: Mi(k Candy, Mr. Mango Creamers Candy, >ear 2 >ear , Li c$i >ard, # raw-erry >ard, 8amarind >aAom Candy, Bu--(e Candy, Eroo o Candy, # ar Candy) 2) C$oco(a e ( "54: ,c(airs, "54: Layer, C$oco Bean, C$oco C$oco, Mi(ky # ick) &) c$ewing gum ( "54: Bu--(e .um, Eoo -a(( .um, Big .um, Magic .um, Erui ees .um, Cen er Coo( Erui !i() ') Lo((ipop ( >and Lo((ypop, Magic "op, Comic "op, "54: Lo((ipop, 7$is (e Lo((ipop, Mr. Mango Lo((ipop)

&gm 'gm 3gm

2 2 2

&) Prac#ice o$ Marke#ing Concep#s

8$ere are !ive Marke ing Managemen Orien a ions (Concep s). 8$is are2 1. "roduc ion Concep 2. "roduc Concep &. #e((ing Concep '. Marke ing Concep ). #ocie a( Marke ing Concep Bu ;"54: .5O*"< is doing $ere -usiness mos (y wi $ $e "roduc ion Concep . "roduc ion concep is $e idea $a consumers wi(( !avor produc s $a are wide(y avai(a-(e or $ig$(y a!!orda-(e. Eor $a , Large produc ion and e!!ec ive dis ri-u ion C$anne( is impor an . "rice o! $e produc s remains re(a ive(y (ow and $ey are avai(a-(e a(mos everyw$ere. 8$e main $eme o! ;"54: .5O*"< is dis ri-u ing $eir produc s in $e di!!eren regions o! $e coun ry. 8$a Fs w$y ;"54: .5O*"< a((oca es $eir produc s in $e di!!eren regions o! $e coun ry. Eor $is, ;"54: .5O*"< crea es a (arge produc ion ($uge num-er o! produc s wi $ $uge amoun s) and e!!ec ive dis ri-u ion C$anne(, suc$ as2 w$o(esa(er, re ai(er, dea(er, agen e c. and a(so "rice o! $e produc s remains re(a ive(y sma((, $a means, wi $in $e purc$asing power o! $e cus omer. Findings: Is there ;"54:< products are available in our total area?

product
yes 19G no

69G

5esu( = 69G ;"54:< produc s are avai(a-(e & 19G is no avai(a-(e. Because o! e!!ec ive dis ri-u ion C$anne(. Eindings= @is ri-u ion sys em ;"54: .5O*"<

Distribution system
supers ore near-y

&9G

09G

5esu( = 09G near-y & &9Gsupers ore. 1n our survey we !ind $a '9Gpeop(e (ike "54: produc s & res o! peop(e (ike acme &&G, akiA 10G & o $ers 19G. Because, "rice o! $e produc s remains re(a ive(y (ow and $ey are avai(a-(e a(mos everyw$ere. Eindings= 8$e price se ing o! "54: produc s

Prices of PRAN products

very $ig$ $ig$ &G o(ara-(e 0G 19G (ow

39G

5esu( = 1n our survey 39G peop(e say $a "54: !ood price is o(era-(e & res o! says very $ig$ 0G, $ig$ 19G & very (ow &G. ;"54: .5O*"< a(so ana(ysis "roduc , se((ing and marke ing Concep in a !ew amoun , -ecause some o! $ere produc s are Bua(i a iveC a(( imes adver ise in $e mass media and a(so sa(e $eir produc s !or cus omer sa is!ac ion o cap ure cus omer va(ue and pro!i .

') %#ruc#ure o$ %upp(y C&ain Managemen#

Supplier

Company

Intermediarie s

Custom er

)) "is# Business Por#$o(io (%B*s) o$ #&e organi'a#ion

8$e -usiness por !o(io is $e com-ina ion o! -usinesses and produc s (#B*s) $a make up $e company. 1ndividua( "roduc , Brand or Business uni o! an organi%a ion can -e considered as # ra egic Business *ni s (#B*). 4nd eac$ #B* may $ave separa e mission, o-Aec ives and $a can -e p(anned independen (y !rom o $er company owned uni s or su-sidiaries. Lis Business "or !o(io (#B*s) o! ;"54: .5O*"< 1) ?uice 2) Beverage &) @rink ') Con!ec ionary )) Cu(inary +) #nacks 0) Biscui s and Bakery 3) @airy

+) ,va(ua#ion o$ %B*s -y BC. Ma#ri/ (Ca#egory o$ #&eir Produc#s, Business or %u-sidiaries)

%igure &

# ars are $ig$2grow $, $ig$2s$are -usinesses or produc s reBuiring $eavy inves men o !inance rapid grow $. 8$ey wi(( even ua((y urn in o cas$ cows. 7$en grow $ s(ows, s ars -ecome cas$ cows i! $ey $ave -een a-(e o main ain $eir ca egory (eaders$ip. Cas$ cows are (ow2grow $, $ig$2s$are -usinesses or produc s $a are es a-(is$ed and success!u( #B*s reBuiring (ess inves men o main ain marke s$are. 8$ese are ma ure, success!u( -usiness wi $ re(a ive(y (i (e need !or inves men . 8$ey genera e o con inue $e s rong cas$ !(ows $a $e company needs !or i s s ars. Hues ion marks are (ow2s$are -usiness uni s in $ig$2grow $ marke s reBuiring a (o o! cas$ o $o(d $eir s$are. 4 Bues ion mark $as $e po en ia( o gain marke s$are and -ecome a s ar, and even ua((y a cas$ cow w$en $e marke grow $ s(ows. @ogs are (ow2grow $, (ow2s$are -usinesses and produc s $a may genera e some cas$ o main ain $emse(ves -u do no promise o -e (arge sources o! pro!i !or $e organi%a ion. 8$ese uni s ypica((y I-reak evenI, genera ing -are(y enoug$ cas$ o main ain $e -usinessDs marke s$are.

3) 0mp(emen#a#ion o$ Produc#1Marke# ,/pansion .rid %#ra#egies

Produ"t* Mar#et '(pansion Grid
'(isting Produ"ts '(isting Mar#ets 1. Market Penetration 2. Market Development Ne) Produ"ts 3. Product Development

Ne) Mar#ets

4. Diversification

Marke# pene#ra#ion2 4 s ra egy !or "54: company grow $ -y increasing sa(es o! curren produc s o curren marke segmen s wi $ou c$anging $e produc . >owJ

By adding new s ores in curren marke areas o make i easier !or more cus omers o visi , improve adver ising, prices, service or s ore design. ,/amp(e= "54: premium Auice, "54: coo(, Aoy Auice , "54: Aunior Auice, "54: c(assic Eroo o mango Auice, Lo((ipop, C$oco(a e, Candy e c. Marke# deve(opmen#2 4 s ra egy !or "54: company grow $ -y iden i!ying and deve(oping new marke segmen s !or curren company produc s. >owJ By iden i!ying and arge ing new demograp$ic or geograp$ic marke s. 4nd increasing sa(es o! curren produc s o $ose marke segmen s wi $ou c$anging -asic produc s. ,/amp(e= "54: .roup is crea ing new marke s !or $eir @airy and Cu(inary Branded produc s is new(y packed o -e e/por ed o rura( areas o! $e coun ry. Produc# deve(opmen#2 4 s ra egy !or company grow $ -y o!!ering new or modi!ied produc s o curren marke segmen s. >owJ By adding and o!!ering new design, s y(es, !(avors, co(ors, si%es or modi!ied produc s o $e e/is ing cus omers. ,/amp(e= "54: $as c$anged $e co(or, !ragrance, si%e o! $eir recogni%ed -rand 8in canned Auice, "54: ,nergy drink (power), ,gg nood(es, and same are !or 7a!er, Bread, and "remium .$ee e c. 3iversi$ica#ion2 4 s ra egy !or company grow $ $roug$ s ar ing up or acBuiring -usinesses ou side $e companyFs curren produc s and curren marke s. >owJ By es a-(is$ing or -uying new -usinesses ven ure !or adding comp(e e(y new ca egories o! produc s o serve new cus omer segmen s. ,/amp(e= "54: de(ivers $ere new ca egories o! produc s (ike 5ice, "a((e #nacks, ?am and ?e((y e c. o $e new cus omers in deep rura( area.