Assignment

On
Mission Statement of

Uniliver and Pran RFL Group

and

Marketing Management (MKT 501)

Fall 2014

Submitted To
Professor Dr. Serajul Hoque
Department of Business Administration
East West University

Submitted by
Md.Nazmul Hasan Bhuyan
003

Mission Statement of PRAN

2013-3-95-

Introduction:
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 though 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, the consumers are not only value PRAN for its authentic refreshing juices drinks
products, but also for its mouth watering quality confectionery products with high visual appeal
and exciting texture.
RFL Stands for Rangpur Foundry Limited (it is a water pump and plastic pipe industry). From
the time being it has now 17 associated companies and they are beverage property, agro based,
tube wells, plastic pipes etc. these associated industries are in- Natore, Rangpur, Ghorashal and
Dhaka.

Mission:
The mission statement of PRAN-RFL is:
poverty and hunger are curses mission of PRAN-RFL group. So their aim is to generate
employment and earn dignity and self respect for our competitors through profitable
enterprises.

Reason to choose PRAN for mission statement:

As a consumer of Pran I have chosen this organization for mission statement. Pran aspires to
reach the highest possible level of Customer's satisfaction through an uncompromising
commitment to safety, reliability, and efficiency. PRAN-RFL has a very powerful management
team to guide a strong gigantic workforce. Despite its huge size PRAN-RFL has been able to
maintain labor productivity and increasing sales. Its labor productivity is twice as much as any
other local company in the market. PRAN-RFL has a great competitive advantage over the
other competitors. As mentioned earlier it is the largest fruit and vegetable processing industry
in Bangladesh and holds the biggest share in markets in Bangladesh among the local
companies. PRAN has the largest sales in fruit drinks after Coca-Cola and PepsiCo.

Conclusion:
As being a very successful organization and there flawless management system has enabled
PRAN-RFL group to enjoy economies of scale through their profit maximization but as being a
part of the culture of Bangladesh through their share of quality products they should also
emphasize more on products that are within in the purchasing power of the general people of
Bangladesh and ensure that products should be of quality that equal in aspects to compete with
the international standards.
We all know that, todays fast moving world respect the new, innovative ideas. To keep the same
pace with this situation PRAN-RFL had decided to launch new and more innovative product and
also planning to export the product in foreign market. As the product is innovative, the
consumers are going day by day.

Mission Statement of Uniliver

Introduction:

Unilever Bangladesh (UBL) is the leading Fast Moving Consumer Goods Company in
Bangladesh with a heritage of 50 years and products that are present in 98% of Bangladeshi
households.
UBL started its journey in Bangladesh with the production of soaps in its factory in Kalurghat,
Chittagong. Over the years the company introduced many affordable brands which won the
hearts of consumers across the country. Today, our brands are present in almost every household
in the country.
UBL is the market leader in 7 of the 8 categories it operates in, with 20 brands spanning across
Home Care, Personal Care and Foods.
Its operations provide employment to over 10,000 people directly and indirectly through its
dedicated suppliers, distributors and service providers. 99.8% of UBL employees are locals with
a large number of local UBL employees now working abroad in other Unilever companies as
expatriates.

Mission:
The mission statement of Uniliver is:
In the last five years, we have built our business by focusing on our brands, streamlining how we
work, and improving our insight into the evolving needs and tastes of consumers. Now we are
taking the next step in simplification - by aligning ourselves around a clear common mission.
We recognise that the world in which we operate is changing. Consumers are increasingly
bringing their views as citizens into their buying decisions, demanding more from the companies
behind the brands. They want companies and brands they trust.
Unilever embraces these new expectations. Our heritage of good governance, product quality and
long experience of working with communities gives us a strong base.We aim to build on this by
taking the next step in transparency and accountability. We will stand visibly as Unilever, behind
our products and everything we do, everywhere.
Every day 150 million people in over 150 countries choose our products. Already, most of our
brands give the benefits of feeling good, looking good and getting more out of life. Bertolli, for
example, conjures up the Italian zest for life and Becel/Flora keeps hearts healthy. Sunsilk helps
you feel happier because your hair looks great. Our laundry brand, Omo, encourages children to
get dirty so they can experience more of life.
In the future, our brands will do even more to add vitality to life. Our vitality mission will focus
our brands on meeting consumer needs arising from the biggest issues around the world today
ageing populations, urbanisation, changing diets and lifestyles.
We see growing consumer need for:

a healthy lifestyle

more variety, quality, taste and enjoyment

time, as an increasingly precious commodity

helping people to feel good, look good and get more out of life will enable us to meet
these needs and expand our business.
Unilever is in a unique position to understand the interrelationships between nutrition, hygiene
and personal care. We can do this thanks to our strong science capability and our locally rooted
consumer insight. It is by bringing all this together that we can strive to contribute to quality of
life and wellbeing - adding vitality to life.
The long-term success of our business is intimately interconnected with the vitality of the
environment and the communities in which we operate. The environment provides us with our
raw materials and the ingredients we need to make our products. Healthy, prosperous
communities provide us with a healthy, growing consumer base.

Reason to choose Uniliver for mission statement:

Whether through better hygiene, relief from daily chores or a refreshing cup of tea, Uniliver have
raised the quality of lif. Through innovations and our relentless pursuit of efficiencies Uniliver
constantly seek to add value to our consumers. Uniliver focus and initiatives on quality and
consumer safety.The diversity of Uniliver brand portfolio poses a unique challenge to understand
consumers with varied background, education, income and lifestyle. Uniliver extensively use
market research to understand consumer trends and complement that with insights from direct
consumer contacts .Harnessing consumer insight is the beginning of an intensive process of
developing brands and products that fulfill the unique needs of consumers. Leveraging global
network and combining it with local consumer insight Unilever introduces relevant innovative
products. This has led to the development of products.

Conclusion:
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight
Soap his revolutionary new product that helped popularize cleanliness and hygiene in Victorian
England. It was 'to make cleanliness commonplace; to lessen work for women; to foster health

and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the
people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but these ideas have
stayed at the heart of our business. Even if their language and the notion of only women doing
housework has become outdated.
In a history that now crosses three centuries, Unilever's success has been influenced by the major
events of the day economic boom, depression, world wars, changing consumer lifestyles and
advances in technology. And throughout we've created products that help people get more out of
life cutting the time spent on household chores, improving nutrition, enabling people to enjoy
food and take care of their homes, their clothes and themselves.