MKT382 final project and presentation

1. International Marketing Panning

2. Sl. Names ID
1 Forida Yeasmin Tania 1510496030
2 Lamia Anwar 1510400030
3 Syeda Tahia Naziba 1510922030
4 Farhana Islam Diba 1410212030
5 SK Sanjida 1410289030
6 Abu Horaira Kamal 1330504630
Presented by:

3. 
Introduction
 Pran started its journey in 1981 as a Private Ltd
Company in Bangladesh.
 It has different category such as juices, drinks,
confectionery, snacks, dairy products, household
chores to spices.
 Their products are local but the quality that they
maintain as per International standards at their
production process.

4. 
Main Products
They have several industries. Those are-
1. Agriculture Marketing Company Limited
2. Property Development Limited
3. Pran Foods Limited
4. Pran Agro Business Limited
5. Pran Dairy Limited
6. RFL Plastic Limited

5. 
Selected Product and
Country
Among all those Pran products we have selected Pran Spice
Powder to grab the USA market. It has so many spices in their
product line. Those are-
Chili Powder, Coriander Powder, Turmeric Powder, Curry
Masala, Beef Masala, Meat Masala, Chicken Masala, Fish
Masala, Biriyani Mix, Kheer Mix, Haleem Mix, Borhani Mix,
Chicken roast mix, Pickle Meat mix, Vegetable mix,
Sheekkabab Mix, Shamikabab Mix.

6. 
Target Country
Our target country is The U.S.A. Because-
 Less junk food
 Changes in food habit
 Less obesity rate
 Less diseases will occur
 Less time to make homemade food

7. 
Primary Entry Strategy
• Get the permission to export in
big states to capture a large
amount of share in USA market
Exporting
• They should promote their brand
as a healthy eating choice
Establish
the Brand
• To get more profit and
sustainability in a new place they
should invest over there
Investment

8. 
Company Analysis
Easy &
Attractive
Sell &
Promote
Products
Investors can
invest easily
Open
information
for depositors

9. 
Company Analysis
(Cont...)
Brand Name
Pricing
Strategy
Distribution
Network
Availability
Advertisement

10. 
Company Analysis
(Cont...)
Capturing largest amounts of
share
Expanding economies of
scale
Increasing market demand

11. 
PEST Analysis
•Impact of
Technology
•Internet & Mobile
•Language
•Characteristics
•Population
•GDP
•Employment
•Democracy
•Political Stability
Political Economical
TechnologicalSocial

12. 
Nature of Demand
Product Features
Ease of Use
Size of Demand
Growth Stage in Product Life Cycle
Competitors

13. SWOT
1. Sufficient assets
2. Skilled employees
3. Personalized products
4. Organizational integrity
5. Affordable labor
1. Insufficient application of
modern technology
2. Absence of some necessary
features in the product
1. Clean track record in Bangladesh
2. Arrival of new technologies
3. Match with the trend
4. Opportunity to develop new products
or customizing the existing products
5. Available raw materials
1. High and increasing competition
2. Change in consumers‟ taste and
preference
3. Saturated market in Bangladesh
4. Less brand awareness in the USA
5. Political risks
6. Corruption

14. 
Objectives
International Objectives:
 Diversifying the market
 Extending the sales of current product
 Reducing dependence on current markets
 Learning how to compete and grow

15. 
Target customer &
Segmentation
Geographic
Demographic-age, gender,
occupation, socio economic class
Psychographic

16. 
Market Positioning
Brand
Name
Positioning
Strategy
Tagline POD

17. 
Market Entry Strategy
Exporting
Foreign distributing channel
Foreign subsidiary channel
Modifying product

18. 
Marketing Mix
Strategies and Tactics
Product and Branding Strategy:
Mix Spice:
 Beef Masala
 Meat Masala
 Chicken Masala
 Fish Masala
 Chicken Curry
 Vegetable Mix
 Bombay Biryani
 Kheer Mix
 Haleem Mix
 Chatpati mix
 Chicken Roast Masala
 Pickle Meat Masala
 Borhani Mix
 Sheek Kabab
 Sami Kabab
 Curry Powder
Spice:
 Chili Powder
 Turmeric Powder
 Coriander Powder
 Cumin Seed Powder

19. 
Marketing Mix Strategies
and Tactics (Cont..)
Product and Branding Strategy:
 Modification of the Existing Products:
 Lighter taste
 Less hot
 Developing New Products:
 Nutmeg
 Cinnamon
 Ginger
 Black paper
 Determining the Branding Approach:
 Taste and health

20. 
Marketing Mix Strategies
and Tactics (Cont..)
Product and Branding Strategy:
• Registering Product Designs, Brand Name, Trademarks:
 No change in brand name and trademark
• Tailoring Product Packaging and Labeling to the Market:
 Smaller packs
 Online delivery service

21. 
Marketing Mix Strategies
and Tactics (Cont..)
Product and Branding Strategy:
o Initiating Product Registration:
 Is trademark application right for you
 Get ready to apply
 Prepare and submit your application
 Work with the assigned USPTO examining attorney
 Receiving approval/denial of your application
 Maintain your registration

22. 
Marketing Mix Strategies
and Tactics (Cont..)
Place Strategy:
Manufacturer
Dealer
Wholesalers
Retailers
Consumers

23. 
Marketing Mix Strategies
and Tactics (Cont..)
Price Strategy Structure:
 Affordable
 Penetration Pricing

24. 
Marketing Mix Strategies
and Tactics (Cont..)
Promotion
 Communication Message:
 Types of Promotion:
 Advertising: online media, electronic media, print
media, outdoor advertising
 Direct Marketing
 Digital Marketing
 Sales Promotion
 Public Relation
 Personal Selling
 Pull and Push Approach

25. 
Planning Budget
The promotional cost of Pran:
 At the beginning it spent $5882 trade sales promotion to
educated the dealer of Bangladesh.

26. 
Promotional Cost
Name 2014 2015 2016
Print $75000 $65129 $85559
Radio $14000 $14000 $14000
YouTube $20,448 $21627.5 $25,500
Direct Marketing $12000 $8000 $15000
EMAIL Campaign $3000 $2000 $4000
Public Relation $30000 $18000 $28000
Facebook $15700 $17000 $19200
Celebrity Endorsement $24000 $35000 $49500
Billboard/Poster $67200 $72000 $78400
Total $261348 $252756.5 $319,159

27. 
Forecast Sales and Cost
Product development cost:
 Product that need to develop are nutmeg, ginger, black
pepper
 The things that need to change are color , design, packaging
and some materials need to import

28. 
Product Development Cost
Name of cost 2014 2015 2016
Product Development
Cost
$7300 $8673 $10456

29. 
Sensitivity Analysis
Best Case vs. Worst Case scenario (per year)
Details Best Scenario Best Scenario Worst Scenario Worst Scenario
USD USD USD USD
Revenue 405,506,754 300,411,630
Spices
17,702
UNIT;14000
UNIT*$2.78
/UNITS
49,211 38,920
(-) Cost 19220 35,778
Marketing
Promotion
18420 23770
Gross Profit 406,061,806
Net Profit 406,042,975 301,364,465

30. 
Implementation & Control
Formal Project Plan for Implementation of
Recommendations:
• Responsibilities of the Key People:
 Supply chain managers and executives
• Estimated Commencement and Completion Date:
 By the end of 2018

31. 
Implementation & Control
(Cont..)
Monitoring of Action Plan
 Remaining up to date through constant monitoring
Formal Contingency Plan
 Cultural Issues
 Lack of Integrity of the Dealer

32. 
Implementation & Control
(Cont..)
Formal Contingency Plan
Analyzing Potential
Contingency
Analyzing
the Potential
Impact
Establishing
Clear Objectives
and Strategies
Implement
Preparedness
Actions