Pran spice in the usa

2018
[INTERNATIONAL MARKETING PLAN]
Pran Spice Powder in The USA

NORTH SOUTH UNIVERSITY
MKT 382
International Marketing
Section: 1
Topic: International Marketing Plan
Submitted To:
Mr. Riasat Muhammad Amir,
Lecturer,
Department of Marketing and International Business
Prepared & Submitted By:
Sl. Names Ids
1. Abu Horaira Kamal 1330504630
2. SK Sanjida 1410289030
3. Forida Yeasmin Tania 1510496030
4. Syeda Tahia Naziba 1510922030
5. Farhana Islam Diba 1410212030
6. Lamia Anwar 1510400030
Submitted on: Monday, 16th
April, 2018

Acknowledgement
We are likely to demonstrate our gratefulness to Mr. Riasat Muhammad Amir, our course
instructor since he has offered us the precious opportunity to be a part of this project on
„International Marketing Plan‟. We have found this project truly educative to us. We hope that
the lessons we have received from this project will be helpful for our future profession.
We wish to express our humble gratitude to the Public Relation Team of Pranfor being kind
enough to support us by keeping the necessary information updated on their website. The report
is prepared on the basis of the information we have got from that website.
We thank the salespeople of various groceries, who have provided information regarding the
product we have worked on. Like the official website of Pran, those salespeople also have
significantly helped us through equip us with required information. The information gathered
from them was supportive to our project as well.
Finally, many of the consumers of Pran Spices deserve appreciation for blessing us with their
valuable feedback regarding the product. They are one of the major sources of our market
research for this project.

Executive Summary
Pran is a renowned brand in Bangladesh. Their spice powder is one of many popular products of
them. They have various kinds of spice powder. To introduce American people with curry based
culinary and make their food healthier, we have decided to export Pran Spice Powder in the
overseas from here.
At first, the company and products‟ situational and marketing analysis were done in order to
understand the market of the host country and home country in details. The PEST analysis was
done to understand the macro environment properly. The competitors, the demands of the
product, the advantages and disadvantages were reached thoroughly for understanding the
concept. A SWOT analysis was done as well.
Then the objectives were selected. The marketing strategy inclusion positioning, mission and
vision were decided for the chosen target customer by demographic, psychographic analysis. The
selected entry mode was exporting business.
After that the marketing mix according to 4p was done for the promotional part. Various kind of
promotional tactics and activities were planned for promoting the products among the target
audience.
A budget was planned based on the marketing strategy including the pricing, assumption,
forecast sales and profitability. The implementation and control were calculated afterward to and
suitable action plan based on that was also examined.
Throughout the report we tried to make an international marketing plan by calculating and
analyzing all the hypothesis and possibilities to get an efficient and effective and well organized
one for meeting all the criteria that were selected before.

Table of Contents
1.0 Introduction ............................................................................................................................................2
2.0 Research Methodology...........................................................................................................................5
3.0 Situational Analysis .................................................................................................................................5
3.1 Company Analysis:..............................................................................................................................5
3.2 Organization’s Assets and Skill............................................................................................................6
Organization’s Assets:........................................................................................................................6
3.3 Market Analysis...................................................................................................................................7
3.3.1 Business Environment Analysis....................................................................................................8
3.3.2 Nature of Demand: ....................................................................................................................19
3.3.3 Size and Extend of Demand .......................................................................................................21
3.3.4 Product Category Stage of Product Life Cycle............................................................................23
3.4 Competitor Analysis..........................................................................................................................24
4.0 SWOT Analysis.......................................................................................................................................25
5.0 Objectives..............................................................................................................................................26
6.0 Recommended Marketing Strategy (TSP Framework) .........................................................................27
6.1 Target market identification and segmentation strategy.................................................................27
6.2 Market Positioning: (For the target customer of USA).....................................................................28
6.3 Market Entry Strategy.......................................................................................................................29
7.0 Marketing Mix Strategies and Tactics...................................................................................................30
7.1 Product and Branding Strategy.........................................................................................................30
7.2 Place Strategy....................................................................................................................................34
7.3 Price Strategy Structure....................................................................................................................35
7.4 Promotion Strategy:..........................................................................................................................36
8.0 Planning Budget....................................................................................................................................37
8.1 Planning Assumption ........................................................................................................................37
8.2 Forecast Sales and Costs...................................................................................................................39
8.4 Sensitivity Snalysis.............................................................................................................................40
9.0 Implementation and Control ................................................................................................................41

9.1 Formal Project Plan for Implementation of Recommendations.......................................................41
9.2 Monitoring of Action Plan.................................................................................................................41
9.3 Formal Contingency Plan ..................................................................................................................41
10.0 References ............................................................................................................................................2

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1.0 Introduction
Overview:
PRAN is a well-known local brand that started its journey in 1981 as a Private Ltd Company in
Bangladesh. Pran is the pioneer in our country to procures raw material directly from the farmers
and process it in their several factories in a hygienic way. PRAN stands for- Programmed for
Rural Advancement Nationally. It has also achieved many prestigious certificates like ISO
9001:2000 and also being recognized as the largest exporter with the compliance of HALAL &
HACCP to more than 70 countries from Bangladesh. It has established its range in every
category from Juices, Drinks, Confectionery, Snacks, Dairy products, Household chores to
Spices. Their experienced and skilled people choose quality materials, store it and carefully
monitor their products. The management of Pran group is modern adapted to the environment
and culture. Their largest asset is their competent team, skilled managers and dedicated
employees. Their products are local but the quality that they maintain as per International
standards at every stages of their production process.
Main Products:
Pran introduced various kinds of products by using same brand name. It has several types of
industries all over the country. (Pranfoods.net, 2018) That are-
1. AGRICULTURAL MKT.CO. LTD
Estab: 1985 Public listed
Company makes fruit juices, jam, drinks etc.
2. PROPERTY DEVELOPMENT LTD
Company build apartments, commercial etc.
3. PRAN FOODS LTD
Company launches candy, spices, bubble gum etc.
4. PRAN AGROBUSINESS LTD

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Estab: 2001 Private limited
Company growing through contact of farming
5. PRAN AGRO LTD
Company processes agro based products
6. PRAN DAIRY LTD
Company processes fresh milks, milk products etc.
7. RFL PLASTIC LTD
Estab: 2014 Private Limited
Company makes various categories of plastic products
As PRAN company is a very large company and it has so many product categories but in this
report we want to focus only on PRAN SPICES. It has so many spices in its 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, Borhanikix,
Chicken roast mix, Pickle meat mix, Vegetable mix, Sheekkabab mix, Shamikabab mix.
Target Country:
Our target country is The U.S.A. We want to export this spices and masala mixes in America and
want to introduce a new, healthy, nutritious home food option for them. As their locals are very
busy so besides many packet masalas we also want to export various types of ready mate mix
packet of spices so that they can enjoy different cuisine by sitting at their home. It also helps
them to save time and refrains from going outside and takes unhealthy junk food options.
Target Markets:
Our main target consumers are all age group (except children) and household commodities
specially working women, middle age women, students, Bangladeshi and Indian hotels and
restaurants.

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Main target market should be USA main grocery stores, general stores, super shops like-
Albertsons LLC, Alde, Kroger, Costco, Wal-Mart, Super Target, Big M, Amigo, Whole foods,
Big Y, Trader Joe‟s, Acme fresh market etc.
Primary Entry Strategy:
Pran Company can use three strategies to get entry in a new market and establish their business
in USA. Those are:
1. Exporting: They should first get the permission to export their spices in USA market
.They should target big states like-New York, Florida, Washington DC, Atlanta, Virginia,
California, Texas, Georgia, New jersey, Arizona etc. So that they can capture the biggest
share of spice market in USA.
2. Establish the Brand as a healthy food option: In USA most of the people eat loads of
junk foods every day. So they should introduce those easy readymade mix spices to them.
As it also saves a lot of time and it is a very healthy hygiene food option for them.
3. Investment: After establishing their business in USA they should think about their
sustainability in a new environment. For that they should do an investment over there so
that they can earn more profit in a new country. Thus they can expand their business in a
new country with more employment and dignity.

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2.0 Research Methodology
The international marketing plan needed a lot of information about the company; Pran, the
product; Pran Spice Powder, the home country market; Bangladesh and the host country market;
United States of America. For making this planning efficient and credible, all of that necessary
information was collected by secondary research.
The information was collected from the internet, journal, online articles, television reports,
books, online journals. All of the gathered information was used in various parts of the report.
The sources have been given in the references section of the report.
3.0 Situational Analysis
3.1 Company Analysis:
1. Business Model: Even before a shareholder look to a company‟s financial statements it looks
to its business model to have a clear overview about the company. Pran company business model
is very easy to understand and attractive for the investors. It sells different categories of products
and promotes it all over the country. So for the investors it becomes very trouble free to
understand its business model. So it increases the rate of its future growth and don‟t make blind
shielded to its depositors.
2. Competitive Advantage: Companies long term success is rely largely on its ability to
maintain competitive advantage and strongly keep it. As Pran‟s product is in a maturity stage so
it has to face a tough competition in the market. The main competitors are Radhuni, BD Food
etc. But by the brand name, pricing strategy, advertising rate and distribution network it is having
a competitive advantage than others in the market.

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3.Market Share: As Pran Company is a very renowned industry in Bangladesh so its present
market share can direct us to its increasing growth. It is possessing almost 70% market share that
is showing it is the largest player in its market by far. It is also important because of its
expanding economies of scale.
3.2 Organization’s Assets and Skill
Organization’s Assets:
All numbers in millions of US Dollars: (Eresearch.fidelity.com, 2018)
2017
(06/30/17)
2016
(06/30/16)
2015
(06/30/15)
2014
(06/30/14)
2013
(06/30/13)
Current Assets
Cash and Short-Term
Investments – Total
17 21 27
Receivables – Total 2 4 5
Inventories – Total 0 0 0
Current Assets – Other –
Total
0 0 0
Current Assets Total 19 25 32
Non-Current Assets
Property Plant and
Equipment – Total (Net)
0 0 0
Investment and Advances –
Equity
0 0 0
Investment and Advances –
Other
0 0 0
Intangible Assets – Total 0 0 0
Non-Current Assets – Other
– Total
0 0 0
Non–Current Assets Total 0 0 0

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ASSETS TOTAL 19 25 32
Retrieved From:
Eresearch.fidelity.com. (2018).PRAN | Financial Statements - Fidelity. [online] Available at:
https://eresearch.fidelity.com/eresearch/evaluate/fundamentals/financials.jhtml?stockspage=finan
cials&symbols=PRAN [Accessed 3 Apr. 2018].
Skilled Workers:
PRAN Company has a lot of skillful employees that they know how people work and
communicate with each other and how research and planning are taking place in the workstation.
They have excellent interpersonal and outstanding communication skill. They have aim to build
trust through clear communication. (Innovation Policy Platform, 2018) They have a very much
positive attitudes to take challenges and meet deadlines. Their critical thinking ways showed that
they are very effective in problem solving. They also develop similar strategies for preventing
problems in the future. They delegate tasks, give directions, support each other, set standards and
achieve positive results. Their workers have a reputation for efficiency and high productivity.
They store confidential information securely and maintain it properly. They seek latest
knowledge and use their intellect to the fullest. They show high emotional intelligence and have
interpersonal skills patience, kindness and respect for others. Drive, initiative and ambition also
make them as skilled workers.
3.3 Market Analysis
We have chosen the product Pran Spice Powder to export into USA. There were several reasons
of choosing this as the host country.
1. Various kinds of spice and spicy food are getting popular in the world day by day.
Americans are using more spice in their food.
2. People are welcoming curry based food more. So they need spices for that.

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3. There are lots of South Asian people such as, Bangladeshi, Indian, Pakistani, Srilankan
live there who prefer curry based food and use spice every day.
4. To change the unhealthy food habit and reduce the obesity rate in USA, spices will be a
good alternative.
5. Spices make food taste better and healthier than junk food.
3.3.1 Business Environment Analysis
Business environment analysis is a strategic tool. It is basically the process of identifying the
internal and external elements of host country as USA, which can affect the product‟s
performance in many ways. Below the factors are described in details.
3.3.1.1 Political/Legal/Institutional Environments
The United States of America is the world‟s third largest country in the size. It is located in
North America. The country is bordered on the west by the Pacific Ocean and to the east by the
Atlantic Ocean. Along the northern border is Canada and the southern border is Mexico. It has
50 states. The population of USA is 325.7 million.
The United States is the world‟s oldest surviving federation. It is a representative democracy.
The government is regulated by the rules of U.S constitution which serves as the country‟s
supreme legal document. The federal government is composed of three branches: Legislative,
Executive and Judicial.
Analysis:
1. The distance between Bangladesh and USA is 13,247 kilometers. The air travel distance
is about 8,231 miles. Due to the advance transportation system, the traveling is very easy
and affordable.
2. The political proximity between Bangladesh and USA is promising. Bangladesh has as
embassy in Washington DC and has consulates general in Los Angeles and New York
City. USA has an embassy in Dhaka.

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3. Political stability index of USA (-2.5 weak; 2.5 strong): For that indicator, The World
Bank has provided those data.
The United States continues to offer a stable and predictable environment for business
investment, consistently ranking among the countries with the fewest political and security risks
for businesses and their workers.
3.3.1.2 Regulatory Environment
The United States was the number one export destination for Bangladeshi products, and
Bangladesh is currently the United States‟ 50th largest goods trading partner with $6.8 billion in
total (two-way) goods trade during 2016. U.S. goods exports to Bangladesh totaled $895 million
while goods imports totaled $5.9 billion, resulting in a U.S. goods trade deficit with Bangladesh
of $5.0 billion in 2016.

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1. As the product will be made in Bangladesh and exported later in the US, so the laws for
manufactured product are not applicable here. The labeling, packaging everything will be
done in the home country.
2. There are some duty fees for some exported spices. And many of them are free of any
duty fees.
A list of harmonized tariff schedule of the US States for spices collected from the U.S
International Trade Commission-Tariff Database is given below:

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3. Presently there are no quotas for exported spices in the US.
4. The registration and certification will be done under provision of the US law contained in
the US Federal Food, Drug and Cosmetic Act by US Food and Drug Administration for
the safety, sanitary and labeling process according to US requirements.

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3.3.1.3 Economic Environments
The USA has a very developed mixed economy. It‟s the world‟s largest economy by
Nominal GDP and also the second largest by PPP. The US Dollar currency is the most used
in international transactions. The economy is fueled by natural resources, a well developed
infrastructure and high productivity.
1. Population Size: According to United States Census Bureau, World Bank the total
population of United Stated of America is 325.7 million till 2017.
2. GDP: According to World Bank, the Gross Domestic Product in 2016 was 18.57 trillion
USD.
3. Current and Forecasted Economic Growth: The US economy expanded an annualized 2.9
percent on quarter in the last three months of 2017, higher than 2.5 percent in the second
estimate and beating market expectations of 2.7 percent.
The forecasted economic growths are given below:

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The forecasting was done by Trading Economy, USA.
4. Inflation Rate: The inflation rate of USA according to Statistica is 2.38% in 2018.
5. Unemployment: Until December, 2017 the unemployment rate of USA is 4.1%. (Bureau
of Labor Statistics, Eurostat)
6. Interest Rates: The current American interest rate FED (base rate) is 1.750 % according
to Federal Reserve System.

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7. Disposable Income: Disposable Personal Income in the United States averaged 5071.19
USD Billion from 1959 until 2018, reaching an all-time high of 14794.74 USD Billion in
February of 2018 and a record low of 351.90 USD Billion in January of 1959 (US Bureau
of Economic Analysis).
3.3.1.4 Social and Cultural Environment
1. The official language of USA is American English. The second language of the home
country is also English. So, the affinity is there. But the both the countries are different in
terms of social and cultural norms. Each of them follows a very different trend from one
another.
2. American people are time oriented, individualistic, friendly and direct, hobby loving, and
sports loving and humorous. But they are not very healthy people. They have got the
highest rate of malnutrition. They have a huge range of sports game for their leisure
activity including soccer, basketball, baseball, fishing, swimming etc. They have the
biggest movie industry named Hollywood. They have varieties of songs such as country,
rock, pop etc. and singers for their entertainment purpose.
3. American people are open to new ideas and things. So a new idea as various spiced
flavors will attract them. Recently they are getting interested in curry based culinary and
trying spices and spicy food unlike before. In time like this, exporting spice powders will
help them to explore the ideas of curry foods. It will be an advantage of Pran Spice
Powder.
3.3.1.5 Demographic Environment
The demographic trends in the target overseas market are given below:
1. Age Distribution: The target audience will in the age group of 20-70. Below there is an
age distribution chart of USA of 2016.

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2. Income per Capita: The income per capita of USA was 58,030 PPP dollars in 2016
(World Bank).
3. Level of Education: A chart about level of education in USA is given below:
4. Socio Economic Grouping: The United States has roughly six social classes:

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 Upper class
 New money
 Middle class
 Working class
 Working poor
 Poverty level
3.3.1.6 Technological Environment:
USA is a highly advanced technological country. They have the advanced technological
advantage and their citizen enjoy all kinds of technology easily.
To promote Pran Spice Powder and to reach them into customer‟s hand, technology will play
a vital role here. With growing population of internet user, the chance of attracting the target
customer is double. The vast uses of different social media will also help.
1. Recent Technological Development: Recently they have introduced many innovative
technological discoveries which are very impressive. Some of their developed
technologies are listed below:
 Internet of Things (IOT) and Home Tech
 Augmented Reality (AR) and Virtual Reality (VR)
 Machine Learning
 Automation
 Humanized Big Data
 Everything on Demand
This will help the business and the customer to expand the connection and make the most of
it.
2. Technology’s impact on product offering: Technology is a big part of everyone‟s life. So,
it will have a big impact on product offering to the customers. The modern technology

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will help Pran Spice to attract the target audience and make an offer to them about the
product.
3. Impact on Cost Structure: The uses of technology will make it easier for Pran Spice to
connect with the customer. But with that there will a huge impact on cost also. A large
part of cost will be dedicated to digital marketing and technology related promotion. The
details are mentioned in the budget part of the report.
4. Mobile Uses: The mobile is one of the most necessary objects these days. It brings the
world at the hand of the people. Every age group of USA uses mobile phone for every
other need. The mobile phones are getting developed each day with an advanced OS or
smart features and many more.
5. Internet: Internet is part of human being‟s life now a day. It helps people to connect with
the world.
3.3.1.7 Natural Environment:
The US climate is temperate in most areas. But the climate factors should not be a problem in
storage, supply and distribution. The climate also will not affect the demand of the spices as
this is not a seasonal product.
3.3.1.8 Physical Environment:
1. Number of Airports:The number of public and private airports in the United States
between 1990 and 2016, with a breakdown by type in 2016, were about 5,136 public
airports. The numbers of private airports are14,112 in 2016.

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They also have affordable cargo facilities in many airports.
2. Number of Ports and Types of Facilities: There are about 100 ranked ports situated all
around the United States. Also there are some non-ranked ports as well. The biggest port
is The Los Angeles Port which is also one of the busiest ports in there.
The facilities of ports are given below:
 Cargo
 Navigation channel
 Coastal environment protection
 Marine facility expansion and modernization
 Port security
 Networked computer and control system
 Cyber security
3. Length/Quality and Facilities of the Rail Network: The US rail network, with an
operating route length over 250,000km, is the biggest in the world. Freight lines
constitute about 80% of the country‟s total rail network, while the total passenger

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network spans about 35,000km. (Railway Technology, 2014) Their rail network quality is
quite good (Statistica, 2017).
The rail network facilities they give are written below:
 Freight shipment
 Plenty of local and regional rail roads
 Highway fatalities
 Fuel Consumption
 Cost Efficient
 Large capacity
 Safe and efficient
 Lower traffic
3.3.2 Nature of Demand:
We have segmented the market according to the potential buyers. The major end use
segments are given below:
 Age: The target customers belong to the age group of 20 to 70 years.
 Geographic location: The spices will be delivered to whole United Stated of America.
The most prioritized location will be the places where the most South Asian people
live.
 Psychological Characteristics: The target customer will be both male and female. The
income of targeted people will be mostly lower, lower middle and working class. The
students, housewives, businessmen and service holders will be main consumers. The
segmentation processes are given further in the report.
The information on buyers characteristics are given below:
 Key participants: The key participants will be the people who cook at home as the
products are spice powders which help the food to become tastier.

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 Geographic Dispersion: The target people will be all over the country. So a team will
control the located target people, distribution there and communication via technology.
 Level of Overt Information Seeking: There will be a huge level of overt information
seeking. For these queries, the local office will answer them personally and a social
media team will handle them in internet.
 Degree of Brand Awareness and Loyalty: There are some levels of brand awareness
of Pran Spice Powders among the Bangladeshi and Indian people as it is a renowned
brand. Based on that, there is also a group of loyal customer as well. But promotional
strategy will be created for creating awareness and loyalty among the other targeted
people.
 Location of Product Category Decision: There will be of local offices in some
particular area and the supply and distribution of products will be controlled and
managed by them. The products will be delivered to the nearest grocery shops, super
shops and malls.
 Sources of Product Information and current knowledge level: The level of product
awareness is currently low. It needs a lot of works. But a team will be made to spread
the knowledge about product and its related information.
 Duration of Decision Process: The duration of repeat, infrequency or new purchases
will be monitored technically and efficiently.
 Level of Buyer Interest and Involvement in the Purchase Decision: The level of
buyer interest is currently in law level. But after the promotional strategies, the level
will be increased. But as the product is spice, the involvement in the purchase decision
will be of moderate leveled. Because people won‟t waste their time on choosing spices
for regular using.
 Risk of uncertainty of negative purchase outcome: There will be moderate level of
risk of uncertainty of negative purchasing outcome as the product is spice; people can
be upset about the level of taste of spices. As there are other spice powders available in
the market, the negative impact will be big.
 Time and Location of Consumption: The consumption location will be at home or
restaurant with food. As people will cook food with spices. The time will be according
to their meal taking time preferably at lunch and dinner.

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The importance of the key considerations affecting the purchase decision is identified below:
 Product Features/Benefits: The products will be packaged with labels including
ingredients and using method. Modern technique will be used for that. The spice
powders can be used directly into the food while cooking so these are actually easy to
use. These spice powders will make food tastier and healthier.
 Uniqueness of Design: The design will be attractive to the eyes so that it catches
attention among the clutters of other products. The language, fonts and design will be
chosen carefully for the customer.
 Price: The price will be kept affordable for the target customer so that the people can
buy it. The list of pricing is given in the latter part of the report.
 After-sales Support: The product is spice powder, so there will be no benefit of after
sales support.
 Ease of Use: No training is required to use this product. The basic process will be
written behind the packet. It will be very easy to use the products.
 Reliability: The product reliability will be given the utmost importance so that
consumers can rely on the product and rebuy it.
 Level of customization: There will be a little customization of product which will be
different from home country‟s product. As geographically and psychologically the
people are different, the products will also vary. The level of taste and packaging will
be customized according to host country‟s preference.
3.3.3 Size and Extend of Demand
The sizes of spice powder market in USA had slow growth. But from 2016 the market is
expending. Due to the health factor, people are using spice powder more and more. In result
of that the market is increasing.
Recently the market has grown by 21% in monetary terms, representing the second largest
market within the food industry. During this period there was an average annual increase of
3%, which is equivalent to a total value of 144.1 billion US$. The demand side of the market

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is dominated by households, which remain the primary consumer group with 57% of the total
demand in 2017. This second place is held by restaurants, bars and canteens, which account
for a stable market share of 33% during the same period (Passport, November 2017).
USA cannot possibly meet the demand of spices in their country. A large number of spices
come from various countries around the word. The imported values by countries are given
below:
The imported values of the few spices through the years of 2010-2014 are given below:

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This is the sales of spices in USD according to Statistica 2018. The industry is growing each
day.
3.3.4 Product Category Stage of Product Life Cycle
Analyzing the US spice market for last few years, it can be said that, they are in the growth
stage of product life cycle.

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Their people know about spices and their uses. But it is not a household item yet. The people
are using it and the uses rates are increasing day by day. The sales have increased up to 19%
and people know about the different kinds of spices and spice brands. Lots of international
brand are exporting spices to USA and the market is rising.
3.4 Competitor Analysis
The spice market of America is expending. So lots of spice brands are creating products or
exporting them there.
The local competitors of Pran Spice are listed below:
1. McCormic
2. Goya
3. Morton
4. Savory Spice
5. Spice Island
6. Simply Organic
7. Old Bay

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8. Lawry‟s
9. Mrs. Dash
10. Yago Spices
The international competitors of spice brands are given below:
1. Radhuni
2. Shan
3. Bolst‟s
4. Nirav
5. Swad
6. Darbar
7. Curry
Some of the competitors have made their business grow a lot and they are widely popular. They
also have a loyal customer base. So, competing with them can be tough. But with the right
promotion strategy and quality products, customer can be attracted.
4.0 SWOT Analysis
For assessing a business organization‟s performance, it is essential to analyze the organization‟s
strength, weakness, opportunities and treat. This analysis is commonly called SWOT analysis in
short. This section of this report incorporates the critical analysis on the strength, weakness,
opportunities, and threats of Pran spice.
Strengths:
1. Sufficient assets
2. Skilled employees
3. Personalized products
Weaknesses:
1. Insufficient application of modern
technology
2. Absence of some necessary features in

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4. Organizational integrity
5. Affordable labor
the products
Opportunities:
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
6. Developing education system
7. Digitalization of the regulatory
authorities
8. Reducing corruption
9. Rising economy of Bangladesh
10. Developed economy in the USA
Threats:
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
7. Reducing availability of affordable
workers
5.0 Objectives
The objectives of the business expansion of Pran are divided into two. Those are respectively
international objectives and market objectives. This section of the report is for briefly describing
them.
International Objectives:
There are some objectives behind Pran Spice and Mix Spice would go global. Those are given
below:
1. Diversifying the Market: If Pran expands business in the USA, the market would be
diversified.

27 | P a g e
2. Extending the Sales of Current Products: Currently Pran is selling spices in some
particular countries, but not the USA. After entering into the USA, Pran would have more
consumers as well as more sales.
3. Reducing Dependence on Current Markets: Now Pran depends on some certain markets,
such as, Bangladesh, India etc. If this brand is launched in another new market, the
dependence on the Bangladeshi and Indian market would be reduced.
4. Learning How to Compete and Grow: By expanding business in the new market, Pran
would get a lesson to compete within the industry and grow business.
6.0 Recommended Marketing Strategy (TSP
Framework)
Marketing strategy is something that is the most viral part while deciding the success or failure
of a business. It is more important and essential when you are crossing the border with your
product and offering it in an outside market. Marketing strategy includes different planned and
specific process and procedures that need to be follow with a specific end goal. There are
basically three stages in the initial level that an organization should take after to design their
marketing strategy for their product or brand in the international market.
6.1 Target market identification and segmentation strategy
Geographic:
For geographic segmentation we have mainly targeted the people who are from
Bangladesh-India continent and preferred this type of spice taste and as well as the local
people as we will be slightly modifying the product itself that suits their taste too.

28 | P a g e
Demographic:
 We have selected 20–70 years of people as our target market as it‟s pretty obvious
that everyone who cooks or want to cook will might need spices. Every age of
people falls under that category.
 People from any gender are included to buy our product. For heath & food there is
no discrimination.
 Students, Businessmen, Service holders, Housewives will be the main target as in
USA everyone do their chores or cooking on their own.
 Both married and unmarried person will be our consumer. Everyone needs food;
it doesn‟t matter to be married or unmarried.
 USA is a capitalist country and they are divided in rich and poor class. Rich
people will buy their own preferred spices and it‟s a little difficult to grab their
market easily as they used to consume high ended products. So our main target
will be Lower class, Working class, Lower middle class people who are willing to
taste different type spices in a reasonable price
Psychographic:
The main target people are those who crave for different taste preference. More
specifically people who wants this taste of spice and who are familiar with this kind of
taste mainly they are our target customer. But on the other side there are people who want
to explore different types of taste so we want to change their food taste a bit. That is why
the local people are as well as the targeted consumer.
6.2 Market Positioning: (For the target customer of USA)
Brand name: PRAN Spice
Positioning strategy: Taste & Health
Tagline: Better Taste Better Health

29 | P a g e
POD: Comfort and quality with a reasonable price is our point of
difference. They will enjoy the unique taste of real spices.
6.3 Market Entry Strategy
We have chosen to get into the USA market by exporting our products. This is one of the most
recognized entry modes for international business. The main reason behind choosing this mode
is, this is one of the most beneficial entry modes available for doing business internationally. At
first we will start by exporting for few years. In future if we see that the outcome and market
demand is impressive according to our plan, then we will consider giving factory in Norway in
order to extend our business from that point.
 Our primary audience will be people living in the “Indian subcontinent” and our
secondary audience will be “local traditional consumers” for whom we will be modifying
our product.
 Our main strategy will be creating huge market demand as our product is original and
authentic in taste and it will be creating familiar taste to them.
 Creating more foreign distribution channel so that we can grab the international market
position.
 To create foreign branch or subsidiary channel to get the local support and get feedback
from our target market so that we can be at their door when they will need any service.
 We will be define and modify the product if necessary as far the suitable taste of the
people as we included the local people of USA whom taste is little different from Asian
taste.

30 | P a g e
7.0 Marketing Mix Strategies and Tactics
While preparing a marketing plan for a certain brand, it is important to analyze the 4 Ps (product,
price, place, promotion) of marketing. So, in this section of the report breaks each of the 4 Ps
into strategy and tactical plan elaboration.
7.1 Product and Branding Strategy
Pran, the discussed brand, now offers 10 different categories of food products. These 10
categories include more than 400 food products combined. (Pranfoods.net, 2018) Among the rich
number of the categories of Pran Food, this report describes about the Spice and Mix Spice,
which fall under the product line called „culinary‟. There are already various types of spices and
spice mixes in the market manufactured by this brand.
The Existing Products among Spices and Mix Spices: As stated above, marketing plan is
regarding the spices and mix spices offered by Pran. Again, in the plan, Bangladesh is the home
country. So, at first, this is required to know about the existing products of the same category
available in Bangladeshi market.
1. Spices: Pran offer four types of spices in different types and sizes of packs, such as, jars,
pouches, and paper pack. The packs of every type have different sizes. Moreover, they
provide bigger lot of spices in cartoon, if needed. The types of spices are namely-
a) Chili Powder
b) Turmeric Powder
c) Coriander Powder
d) Cumin Seed Powder
(Pranfoods.net, 2018)
2. Mix Spices: Other than the spices, Pran also offer mix spices. Like the spices, this brand
offer different packs of different sizes of mix spices. The types of packing of these products
are foil packs, paper packs, and jars. However, the same products among mix spices do not

31 | P a g e
have different types of packing and size unlike spices. Currently sixteen types of mix spices
of Pran are available in the market. Those are listed below-
a) Beef Masala
b) Meat Masala
c) Chicken Masala
d) Fish Masala
e) Chicken Curry
f) Vegetable Mix
g) Bombay Biryani
h) Kheer Mix
i) Haleem Mix
j) Chatpati mix
k) Chicken Roast Masala
l) Pickle Meat Masala
m) Borhani Mix
n) SheekKabab
o) Sami Kabab
p) Curry Powder
(Pranfoods.net, 2018)
Modification of the Existing Products: It is observed that the US people are not likely to have
strong tastes. Especially, they are not used to with the extreme hotness, which are usually
consumed by the people of the Indian Subcontinent. So, in general, all of the products are
recommended to be modified into less hot.
Developing New Products: By observing the food custom of the target market, it is noticed that
they are fond of the taste of the cuisine of the Indian Subcontinent. However, as many of them
live there for long time, their food habit becomes changed and mixed up with the US taste.
Through this observation, it is seen that in that country, people commonly use so many products,
which Pran do not offer yet, such as, nutmeg, ginger, cinnamon, black paper etc. So, for the time
being, this is planned to launch these products, which are suitable for the target market. Then,

32 | P a g e
after assessing the response from the consumers, more products may be decided to be offered as
well.
Add or Drop Products from the Line: While launching a brand in a new market, some
products may need to be added or dropped. So, Pran might also have to do the same.
Firstly, as mentioned above, Pran is suggested to develop some new products, for instance,
nutmeg, ginger, cinnamon, black paper. These are commonly used spices in the US market. As a
result, these products are forecasted to have high demand.
Likewise, it is known that many of the products getting discussed are already offered by the
other brands in the USA. So, the consumers actually do not need Pran spices always. As a result,
Pran apparently need to drop those products from the line. On the other hand, the target
consumers have affiliation with Pran. Through observation, it is informed that when these groups
of people see Pran, they take it as their native brand. Thus, this brand is distinctive to this
particular group of consumers.
Determining the Branding Approach: To ensure an effective promotion, a brand strategy is
required. The strategy is to spread a message across the consumers. This message creates proper
positioning of the brand into the consumers‟ minds. The message planned to spread through the
promotional campaigns is the combination between health and taste.
The consumers of the USA are likely to have tasty foods. Moreover, they are fond of trying the
new tastes. Secondly, in the USA, the obesity rate is high as well as rising. More importantly,
many of the people in that country have nowadays become health-conscious. As a result, now
they need some food arrangement, which are simultaneously tasty and healthy. Since Pran‟s
promotional message contains health and taste together, this brand strategy seems appropriate
with this marketing plan.
Registering Product Designs, Brand Name, Trademarks: To protect the brand from copying
by the competitors, Pran is recommended to register the product designs, brand name, and
trademark. As Pran is a renowned brand across Bangladesh, even in some part of India, the brand
name and the logo already has a bold existence. So, it is suggested not to change the brand name
or logo for launching it in the US market.

33 | P a g e
Tailoring Product Packaging and Labeling to the Market: There are differences in consumer
behavior in countries to countries. So, due to launching the product in the US market, some
tailoring is needed. So, this report plans about offering smaller packs and home delivery.
Firstly, it is planned to offer smaller packs. The people of the USA are not likely to cook
themselves much rather than having restaurant foods. Moreover, usually spices are used in little
quantity while cooking. So, they would take long to finish a pack. As a result, if they have to buy
big packs, the spices have high chance to expire. On the other hand, many of the target
consumers are not familiar with Pran and not even the products. Therefore, they should be
offered small packs for trial. Likewise, the US people have tendency to find ways to spend less.
(McKinsey & Company, 2018) Thus, if the small packs are offered, this would be helpful to
them.
Secondly, the consumers in the USA sometimes do not have time to visit shops to buy the daily
necessary commodities. So, they prefer online shopping. For this reason, this is planned to offer
these product online through appropriate intermediary.
Initiating Product Registration: The United States Patent and Trademark Office (USPTO) is
the delegated organization for the product registration affairs. According to this organization,
the registration of products has to follow some certain steps under compulsion. All the steps of
product registration in USA are briefly described in this section of the report.
a) Is trademark application right for you: Due to the differences of various types of
products of various types of brands, Pran has to learn if the trademark is appropriate. This
is the first step of registering the product.
b) Get ready to apply: In this step, the following things are required-
 Selecting a Mark
 Mark Format
 Identification of Goods and/or Services
 Searching
 Filing Basis
 Trademark Attorney

34 | P a g e
c) Prepare and submit your application: To register the product, Pran has to prepare and
submit an application. The documents required here are-
 Trademark Application
 Monitoring Application Status
 Applicant Address
d) Work with the assigned USPTO examining attorney: This is the fourth step of product
registration. The required documents for this steps are listed below-
 USPTO Reviews Application
 USPTO Issues Letter (Office Action)
 Applicant Timely Responds to Letter
e) Receiving approval/denial of your application: This is the final step of product
registration. In this step, the following things are required-
 USPTO Publishes Mark
 Registration Certificate Issues for Applications Based on Use
 Notice of Allowance Issues for Applications Based on an Intent to Use the Mark
 Applicant Files Timely Statement of Use or Extension Request
 Applicant Does not File Timely Statement of Use or Extension Request
 USPTO Reviews Statement of Use
 Applicant‟s Response Fails to Overcome All Objections
f) Maintain your registration: After registration, Pran needs to oversee the following
elements-
 Registration Certificate Issues
 Monitoring Registration Status
 Registrant Address
 Protecting Rights
(Uspto.gov, 2018)
7.2 Place Strategy
The place strategy of this plan incorporates the entire distribution strategy of Pran spice in the
USA. Pran spices are planned to be directly exported to the USA. After exporting, those would

35 | P a g e
be distributed to the US market through some particular channels. The products would be
distributed to the consumers from the manufacturer through manufacturer, dealer, wholesalers,
and retailers. Here, the manufacturer directly exports the spices to the dealer. After importing,
the dealer distributes them to the wholesalers. Then, the retailers collect those from the
wholesalers. Finally, they sell those spices to the consumers.
As the business is new in that particular market, it is planned to spend carefully on the
distribution. That is why, the distribution is recommended to be empowered. Though the
distribution channel is long and includes more channel members, it is initially cost effective. On
the other hand, this is also planned to start the production process in the USA, as mentioned
previously. After Pran start producing these there, the distribution channel would be shorter and
easier. In spite of being more expensive, the distribution process would be more under control.
7.3 Price Strategy Structure
Since the target market is the people of lower class, lower middle class and working class, the
price should belong to the consumers‟ affordable price range. That is why, Pran is recommended
to use the penetration pricing strategy.
Manufacturer
Dealer
Wholesalers
Retailers
Consumers

36 | P a g e
7.4 Promotion Strategy:
Communication of Message: The marketing communication of Pran spice in the USA would be
through different types of promotion. To ensure the effective promotion, the appropriate IMC
tools are recommended. Through those tools, the consumers would get to know the promotional
message of Pran. The tools are advertising, direct marketing, digital marketing, sales promotion,
public relation, and personal selling. Here, through all of the IMC tools, the same message would
be communicated. This integration is assumed to place a synergy effect on the effectiveness of
the entire promotion.
Types of Promotion: Pran spice in the USA would select the appropriate promotional tools. So,
to ensure the most effective promotion, Pran is recommended to use all of the six IMC tools. The
justification of using the tools are explained in the following-
1. Advertising: The target market of Pran spice in the USA includes basically the non-specific
age group, which is 20-70. So, a portion of this segment is the audience of advertising.
Therefore, advertising would be included in the promotional tools. For effective advertising,
some specific media would be used. The media are-
The Media Broadcasting Tools
Online media Social media (Facebook, YouTube, WhatsApp)
Electronic media TV, radio
Print media Newspapers, magazines
Outdoor advertising Billboards, bus painting
2. Direct Marketing: As the brand would be new in that market, many of the customers are
expected to be in the dark about it. So, initially it is required to promote this in a bit
aggressive way. That is why; direct marketing seems one of the appropriate tools. According
to the ways of direct marketing, direct email, SMS, couponing, and direct response in the TV
programs are suggested to use.
3. Digital Marketing: Since the young consumers are also targeted, they are often into the
internet. They spend a large portion of their time in different social media. So, to reach them,

37 | P a g e
digital marketing has no alternative. As mentioned earlier, Pran is recommended to use the
social media, such as, Facebook, YouTube, and Whatsapp.
4. Sales Promotion: As mentioned above, Pran would be a new brand and unknown to the US
consumers, the retailers have to let the consumers know about it. The sales would depend on
how the retailers convince the consumers to purchase Pran spices. That is why, it is
recommended to pay incentives to the retailers.
5. Public Relation: To have effective media coverage, Pran needs to use public relation.
Moreover, this IMC tool would help the brand during crisis.
6. Personal Selling: To support the aggressive marketing, personal selling is recommended to
incorporate in the IMC tools of Pran spices in the USA. Here, some salespeople would be
sent to the potential customers. They would convince the customers and the potential
customers to purchase these spices.
Pull and Push Approach:As the product would be new to the US market, the marketing should
be a bit aggressive. That is why both of the push and pull strategies are recommended to be used.
There are some specific IMC tools for pull and push approaches. Here, the advertising, direct
marketing, digital marketing, and public relation would work together on pull approach. These
tools are for creating the need to buy Pran spice in the consumers. Unlike, rest of the tools, sales
promotion, and personal selling would stimulate the push strategy.
8.0 Planning Budget
8.1 Planning Assumption
The promotional cost of Pran: For doing business in foreign country budgeting is one of the
most important parts for a company. By doing this we can estimate the expenses and revenue of
the company
At the beginning of Pran it spent $5882 trade sales promotion to educate dealers in Bangladesh
which generate excitement of the product launch in the next year.

38 | P a g e
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
YouTube: The cost of You Tube in 2015 is:
 In 2014 the cost of you tube is $20448
 In 2016 the cost of you tube is $25,500
Advertising Format Number of Viewers
Estimated
Per view Cost Total Cost
Search 214175 .10 21417.5
Display 1200 .10 120
Stream 900 .10 90
Total 21,627.5

39 | P a g e
Celebrity endorsement:
 6 models * $4000 = $24,000(2014 year)
 7 models* $ 5000 =$ 35000(2015 year)
 9 model * 5500 =$49,500
Billboard/posters:
 The billboards are placed in selective places for promotion.
 Total 14 billboards: $4800/ billboard
 Total cost= $4800*14 =67,200 (2014 year)
 In 2015 15 billboards: $4800/billboard
 Total cost = $4800*15 =&72000
 In 2016 16 billboards $4900/billboard
 Total cost =$4900*16= 78,400
8.2 Forecast Sales and Costs
Product development cost: The products Pran suggest to develop are nutmeg, ginger, black
pepper. Here are the design of the product, color, packaging have to change. Some raw materials
have to import from another country.
Distribution Cost: Pran spices have planned to distribute its product directly. The manufacturer
directly exports the spices to the dealer. After exporting they distribute it among themselves in
USA. So Pran have to give a certain amount of commission for that.
Name of cost 2014 2015 2016
Product
Development Cost
$7300 $8673 $10456

40 | P a g e
The tariff and distribution cost is given below:
Name 2014 2015 2016
Distribution Cost $54145 $68,324 $69823
8.4 Sensitivity Snalysis
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

41 | P a g e
9.0 Implementation and Control
9.1 Formal Project Plan for Implementation of Recommendations
For the most effective implementation of the project, some points are recommended to Pran.
Those recommendations are-
1. Responsibilities of the Key People: As this business would be conducted through export,
Pran themselves do not have to do much work. The product is supposed to be exported to the
dealer and the rest of the work would be done by the dealer. Here Pran only have to produce,
export, and monitor the business. So, they need key people for those works. In this case, Pran
have to ensure effective and efficient supply chain system. So, the employees of the Supply
Chain Department should have crucial role. This department should be equipped with a
manager along with sufficient number of executives.
2. Estimated Commencement and Completion Dates: As this particular brand as we as the
product would be new in the market, this plan should be implemented as early as possible.
On the other hand, it is time consuming to develop a new business in abroad. So, keeping the
both factors in mind, it is decided that this business plan is estimated to be implemented by
the year of 2018. If it is launched at the ending of this year, the brand‟s customer would avail
these products to celebrate the next PohelaBaishakh. So, it is assumed that at the end of this
year is the most appropriate time to launch this business in the USA.
9.2 Monitoring of Action Plan
Pran needs to stay up to date about if the actions take place according the plan. So, this needs
constant monitoring. To do this effectively, they are recommended to assign this work to a
particular department.
9.3 Formal Contingency Plan
Business cannot run without uncertainty. It means that even good strategies are not enough to
guaranty a business‟s success. So, it is wise to keep necessary contingency plans for business.

42 | P a g e
There are some forecasted contingencies for this marketing plan. The contingencies are
discussed below along with the actions required to respond to these events.
1. Cultural Issues: Cultural issue is an obvious forecast. If the culture of the US people cause
marketing failure of Pran spice, this is recommended to emphasize more on brand awareness.
If the consumers are aware of this product positively, the cultural issue would not hamper the
business.
2. Lack of Integrity of the Dealer: Another forecasted contingency is the lack of integrity of
the dealer. If the dealer‟s performance is not up to the mark, it is planned to change the
dealer. Moreover, this is already planned to invest in the USA. In that case, no dealer would
be needed.
Some more contingencies can take place, which are not forecasted yet. So, if those contingencies
occur, Pran is suggested to take some steps to ensure effective contingency plans.
1. Analyzing Potential Contingency: This would be the first step to formulate the contingency
plan. In this step, Pran would anticipate what the contingencies can be. For proper
anticipation, Pran would remain up to date about the current affair, weather forecast etc.
2. Analyzing the Potential Impact: When any contingency is forecasted, Pran has to analyze
the potential impact.
3. Establishing Clear Objectives and Strategies: According the analysis on the potential
impact, Pran has to establish clear objectives and strategies. Through these objectives and
strategies, Pran would face the contingency.
4. Implement Preparedness Actions: The objectives and strategies established in the previous
step are expected to be implemented in this step.
Analyzing Potential
Contingency
Analyzing the
Potential Impact
Establishing Clear
Objectives and
Strategies
Implement
Preparedness
Actions

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