PRAN-RFL Group is a leading food and beverage manufacturer in Bangladesh that entered the Indian market in 2009. They used several entry strategies, including exporting through distribution channels and subsidiaries, licensing, and direct investment with a new production plant in Tripura. Their marketing strategy focuses on product, price, place, and promotion. While facing some challenges like competition and legal issues, PRAN-RFL can strengthen its position in India by improving distribution, building its brand image, and participating in CSR activities. Joint ventures and monitoring entry strategies were recommended to ensure long term success in the large Indian market.

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2. “Entry Strategy of PRAN-RFL GROUP in Indian Market”
Presentation Topic
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3. Group Name
INFORMATION OF GROUP MEMBERS
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NAME ID
MD. AMZAD HOSSAIN 15102225
RIFAT AHMED 15102183
AZIZUR ROHMAN SHAWON 15102164
MD. TARIKUL ISLAM 15102220
MEHEDI HASAN TUSHAR 15102255

4. Contents
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 Company Overview
 Objectives of the Assessment
 Entry in Indian market
 Entry strategies
 PRAN to build first foreign plant in India
 Marketing Strategy of PRAN-RFL Group
 Problems faced by PRAN-RFL company in Indian market
 Findings
 Recommendation
 Conclusion

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Company Overview
Company Name PRAN-RFL Group
Started its operation 1981
Business Type Manufacturer, Trading Company, Buying Office,
Distributor/Wholesaler
PRAN’s MISSION “Poverty and hunger are curses”
PRAN’S AIM Is to generate employment and earn dignity and self
respect for competitors through profitable
enterprises.
Vision Improving livelihood
Product/Service Juice, Drinks, Confectionary, Dairy, Ethnic Snacks &
Different Types of Plastic items.
Number of Employees 70,000
Export Inception 1991
First Export Country France

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Objectives of the Assessment
 To know the position of PRAN Group nationally and internationally.
 To study the ideas and methods used in PRAN Group.
 To identify the entry strategies PRAN-RFL Group is following to enter in Indian Market.
 To analyze their marketing and promotional strategy to grab Indian market.
 To understand the contribution of PRAN in the economy of Bangladesh.
 To observe how to be the market leader by making the best uses of opportunities.

7. Entry in Indian market
PRAN-RFL Group is the leading exporter of Bangladesh. A large number of products they are exporting in India.
They entered into Indian market IN 2009. Their entry strategies and marketing strategies they are following to
enter into Indian market are not different compare to other countries. However, they are following some entry
strategies like exporting. They entered into business in India because:
 They are our neighboring country
 Our culture, values, lifestyles similar with them
 Easy for them to understand customer wants and demand
 Less cost needed to send raw materials
 They have huge population so they can capture many customers
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8. Entry strategies
Exporting:
 PRAN-RFL Groups export is limited thus engaged with two types of exporting as:
a) Foreign distribution channel
b) Foreign subsidiary channel
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9.  Licensing: Recently the organization took the initiatives of doing licensing business as its
successfully working with the Coca cola company in Bangladesh so they are planning to
do this in India.
 Investment: To accelerate continuous growth, it already set up production plants in
India to produce its Drinks, Bakery and confectionary items and production has already
been started.
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Entry strategies

10.  In order to create an established position in Indian market PRAN to build first foreign
plant in India. Bangladeshi beverage producer PRAN sees huge potential for its products
in Northeast India's market, building a new plant in Tripura. Star Graphic ran, one of
Bangladesh's leading processed-food and beverage companies, is to build its first foreign
factory in India, taking advantage of the country's recent decision to lift its ban on
Bangladeshi investment.
 The plant will be built in the north-eastern Indian state of Tripura. It will initially produce
jelly and drinks and is expected to come into operation by 2009 with an annual turnover
of around Tk100 crore.
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PRAN to build first foreign plant in India

11. Marketing Strategy of PRAN-RFL Group
PRAN-RFL is currently most well-known food and Beverage Company in Bangladesh. They are now the market
leader of food & beverage sector in the market position of Bangladesh. They always try to maintain some
product standard like HACCP, HALAL and ISO. Except that they are very conscious about their consumers,
investors, customers and all about stakeholders. As a market leader they have some market strategy. PRAN-RFLs
strategies are divided into 4 parts:
1. Strategies for product
2. Strategies for price:
3. Strategies for place
4. Strategies for promotion:
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 Juices
 Drinks
 Confectionery
 Snacks
 Plastic Furniture
 Plastic Household
 PVC Pipes, Fittings
 PVC door, Sheet
 Hand tube well
What are they selling in India

13. Problems faced by PRAN-RFL company in Indian market
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Global competition:
Global competition is growing. As a result, trade barriers are slowly being lifted. Foreign products are
therefore now entering the domestic market with greater ease compare to international market.1.
Legal effects:
If the government enforces any sort of law for tax or if it introduces new limits for production it will be very
hard to sell out the products in the market.
1. Limited scope for product differentiation.
2. Higher trade margin offered by competitors.
3. Low-priced local brands and look alike are mushrooming in some major towns.

14. New local product: PRAN-RFL has strong competitors locally and recent some rumor news about them has
really low down their image.
Diversified tax rate: Tax rate are determine same everywhere 40%.
Regarding visas: Now the time of VISA increase then before and they also employee manager from India so
that any operation would not stop.
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15. Findings
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1.India is a Asian country and our neighbor country so PRAN-RFL group is focusing more to use exporting strategy as
entry strategy
2. PRAN-RFL company has some products on which it is now stable in the market such products are PRAN Fruto juice,
PRAN-UP, Pure Drinking Water, RFL plastic and plywood etc. products quality should be high.
3. As a well-established company, PRAN-RFL group needs to strengthen its position in Indian market by which it
competing in the market and try to become unique to those areas Strong distribution channel, Human resource, Wide
drinks category, the have their own factory, dairy and manufacture.
4. For future, better success company needs to have some lucrative opportunities such as Export Tie up with
multinationals, Strong brand image, Competitor’s weak distribution channel, Franchise business in India.

16. Recommendation
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1.The entry strategies they are following like exporting licensing, franchising, through different distribution channel needs
to be monitored well.
2. They can use joint venture strategy to enter into so that they can develop long term success in Indian market.
3.The PRAN Company has to create creative advertisements that will create more attention to target the Indian customer.
The company can participate in trade fair in different places where consumers are convent rated. These activities will
help to create image and consumer awareness'. The price standard should be fixed all through the country in whichever
area of India they are operating. Should offer customers products and services at an affordable price.
4.PRAN-RFL needs to take part in the Corporate Social Responsibility (CSR) activities into action to create a good image in
Indian market.
5.The participants in the international business is not an easy task so they need to be updated to stay in Indian market
and compete with their product.

17. Conclusion
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PRAN- RFL is one of the best manufacturing companies which have seen tremendous success since its establishment.
It has been possible only because of its skilled management, well trained, dedicated employees and excellent quality
products. Now they are trying to expand their business successfully in international market specially in India. After
doing this report we would like to conclude by saying that it had been a great experience for us. Moreover, the survey
that we conducted gave us a stronger and more helpful knowledge about the entire research. This report may contain
few flaws yet we have tried best to maintain accuracy. we hope this report can be a helpful resource to use in future.

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