PRAN is a large food processing company in Bangladesh that produces over 400 food products. It started in 1981 focusing on fresh fruits and vegetables. The report provides an overview of PRAN, discusses its product lines and brands, and analyzes its brand strategy and positioning. PRAN has strong brand recognition in Bangladesh and exports products to over 130 other countries. It aims to provide quality food while promoting health and wellness. The report examines PRAN's brand identity, customer perceptions, competitive advantages, and strategic approach to pricing and product development.

1. Introduction
PRAN started its journey focusing food lover people in Bangladesh. PRAN always dedicated to
providing fresh, hygienic fruits and vegetables to the people.
The specific objectives of the report are as follows:
To give an overview of PRAN.
To find out about the ongoing prospects about PRAN.
To get an insight of the products of PRAN.
To describe the strategies related to PRAN Brand.
PRAN –Short Overview
PRAN -means Programme for Rural Advancement Nationally was established in 1981 by retired
Major General Amjad Khan Chowdhury. ‘PRAN’ has started its operation in 1981 as a processors
fruit and vegetable in Bangladesh. Over the years, the company has not only grown in stature but
also contributed significantly to the overall socio-economic development of the country. “PRAN”
is currently one of the most admired food & beverages brands among the millions of people of
Bangladesh and other 134 countries of the world where PRAN Products are regularly being
exported. All the PRAN products are produced as per international standards maintaining the
highest level of quality at every stage of its production process. PRAN is currently producing more
than 400 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery,
Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has
adopted ISO 9001 as a guiding principle of its management system. The company is compliant to
HACCP & certified with HALAL, which ensures that only the best quality products are reaches
to the consumer's table across the Globe.
Brand Strategy
Brand strategy is a long-term plan for the development of a successful brand in order to achieve
specific goals. A well-defined and executed brand strategy affects all aspects of a business and is
directly connected to consumer needs, emotions, and competitive environments.

2. Insight of PRAN’s Brand Strategy
At PRAN, it believes that the consumers should enjoy what they eat and still live a healthy life.
That is why PRAN is dedicated to making the food that people love even better. In addition, PRAN
is supporting programs and partnerships that help to educate and induce people to make healthful
choices.
PRAN is currently producing more than 400 food products under 10 different categories, which
are introduced in “Product Brand Matrix”. To characterize the product and branding strategy of a
firm, one useful tool is the brand-product matrix, a graphical representation of all the brands and
products sold by the firm. In the brand-product matrix, columns represent all products offered
under different brands. This helps marketers understand the current brand line and explore the
further opportunity in expanding the product line. In the brand-product matrix, all current existing
brand is represented in form of rows referred to as a brand portfolio. The brand portfolio analysis
is essential to design and develop new marketing strategies to target a given product category.
The rows of the brand-product matrix represent brand-product relationships and capture the brand
extension strategy of the firm in terms of the number and nature of products sold under the firm’s
brands. A brand line consists of all products—original as well as line and category extensions—
sold under a particular brand. Thus, a brand line would be one row of the matrix The columns of
the brand-product matrix, on the other hand, represent product-brand relationships and capture the
brand portfolio strategy in terms of the number and nature of brands to be marketed in each
category. The brand portfolio is the set of all brands and brand lines that a particular firm offers
for sale to buyers in a particular category. Thus, a brand portfolio would be one particular column
of the matrix. Different brands may be designed and marketed to appeal to different market
segments. A brand portfolio must be judged on its ability to collectively maximize brand
equity. Any one brand in the portfolio should not harm or decrease the equity of other brands in
the portfolio. In other words, the optimal brand portfolio is one in which each brand maximizes
equity in combination with all other brands in the portfolio.

4. PRAN’s Brand Mantra
A brand mantra is not an advertising slogan or tagline, and, in many cases, a brand mantra is a
brand promise. The brand mantra of PRAN is – “Eat Delicious. Live Healthy”.
PRANS’s positioning
Brand positioning is definite as the conceptual place you want to own in the target consumer's
mind — the benefits you want them to think of when they think of your brand. An effective brand
positioning strategy will maximize customer relevancy and inexpensive uniqueness, in exploiting
brand worth. PRAN has different positioning for different target groups. Such as PRAN Junior
Fruit Drink’s Positioning is- it provides vitamin A and C to the young children has to do
naughtiness.
PRAN Gems Positioning is- morning until Night children’s can have PRAN GEMS at anytime,
anywhere, at lunch, at breakfast, at snacks.
PRAN Mango Juice Positioning is- the happiness of real mango, the taste of local mango in
every occasion, every party.
PRAN Spice Powder positioning is – cooking quickly and getting the taste of mom’s hand.
PRAN Pickle: not only tasty but also 100% healthy.
PRAN Dairy Positioning is – packaging is consist of six lairs that is why the ilk remains
pure and quality of three months and no need to boil it. In addition, the milk was pureed by HUB
dairy technology.
These are some positioning of some of their business brands by allocated their target customer.
Competitors of PRAN
Any person or entity, which is a rival against another. In business, a company in the same industry
or a similar industry which offers a similar product or service. The presence of one or more
competitors can reduce the prices of goods and services as the companies attempt to gain a larger

5. market share. Any segment can be my competitor or the whole market can be my competitor.
PRAN’s have several competitors in the market. Like:
 Globe,
 Akij,
 Farm Fresh,
 Aarong, Nestle,
 Sojib group,
 Milk Vita
At PRAN’s perspective, competitors are their good friend from which they are getting a unique
knowledge’s.
Points of Parity
Points of Parity (POP) are usually the attributes or functionalities or benefits or any other
marketing mix elements that are not unique to the brand and might be shared by some or all the
competitors, as they mostly include the basic necessities for a brand to be considered in a particular
category. PRAN has some similarities related to its competitors. Like:
 Same products.
 Same circle customers.
 Same Market.
 Same events.

6. Points of Differentiation
The point of difference refers to the factors of goods or services that establish differentiation.
Differentiation is the way in which the goods or services of a company differ from its competitors.
Indicators of the point of difference's success would be increased customer benefit and brand
loyalty. PRAN has an important uniqueness that related to its competitors. Like:
 Strong and largest distribution channel.
 Above skilled labor.
 Well trained sales force.
 Exceedingly active in media.
 Best export trophy.
 Capitalize uppermost money in promotion.
Customer Based Brand Equity Model
Keller's Brand Equity Model is also recognized as the Customer-Based Brand Equity (CBBE)
Model. Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth
College, developed the model and printed it in his widely used classic, "Strategic Brand
Management." The concept behind the Brand Equity Model is simple: in order to build a strong
brand, it must shape how customers think and feel about your product. A brand has to build the
right type of experiences around the brand so that customers have specific, positive thoughts,
feelings, beliefs, opinions, and perceptions about it.
When a brand has, strong brand equity then customers will buy more from that brand, they will
recommend to others about that brand, they are more loyal, and the brand is less likely to lose them
to competitors.
Here we are providing PRAN’s customer based brand equity model from customers’ perspective,
which we have collected by talking with various customers.

7. Salience: PRAN is one of the largest food processing brands in Bangladesh.
Image: PRAN provided farmers with guaranteed prices. PRAN Foods, a sister concern of PRAN-
RFL Group, produces a number of agro products under the banner of PRAN. Good Quality Food
or Products are manufactures by PRAN.
Performance: PRAN has become one of the largest food and beverage brands in Bangladesh and
has been exported to 138 countries. PRAN established a subsidiary company in UAE in 2003.
Pran exports had reached 10 billion taka value by 2016, the biggest markets for the company was
India, Saudi Arabia, UAE, Malaysia, and Oman The same year the revenue for PRAN exceeded
500 million USD. PRAN started exporting potatoes in March 2016. In April 2016, PRAN has 80
thousand direct employees and 200 thousand indirect employees. PRAN exports to 118 different
countries.

8. Feeling: Consumers feels the warmth and secure by consuming their products rather than other
brands.
Judgments: PRAN takes a comprehensive approach to all kinds of agro-processed food products,
considering all of the ways their lives can be enriched through ensuring hygienic and quality food
products. With HACCP compliance to ensure best quality products reaching to the consumers,
PRAN places great importance on hygienic manufacturing processes. This encompasses
everything from choosing quality materials to the use of storage facilities and careful monitoring
of products using electronic sorting. Skilled and experienced personnel select finished products,
which are then examined in a laboratory to verify their quality and check for residual substances
both before and after the production process.
Furthermore, company’s computer systems offer continuous monitoring of all manufacturing
process to ensure the highest level of quality.
Resonance: They have loyal customers with repeated purchases. They have a beautiful sense of
community. With a high dealing engagement.
Brand Identity Prism
For any brand to succeed, it needs to present a coherent image in the minds of the consumer. All
the six facets of the brand need to tie in with the central brand essence. As soon as all the elements
come into place, it just clicks! Let us take the example of Marlboro – developed as women brand
(in 1924, with “Mild as May”! as the tagline), and later re-positioned in 1954 using a ‘mythical
cowboy’ – The new campaign raised sales by 3241 % within the year! Many other similar
masculine platforms were tried, later returning to the cowboy theme – lasting until today and
becoming one of the most quoted examples in Positioning. Here in lies the power of brand
coherence or a consistent positioning of all these elements.

9. Physique – These include tangibles or salient aspects, which come to mind when reminded of the
brand.
Personality – The product would bring these values in case it was personified. These also are
defined in the style or tone of communication or in the effective use of celebrities or spokespersons.
Culture – The values that feed brand inspiration or passions of the brand.
Relationship – In short, this is what the consumer feels he/she gets on buying the product – The
‘exchange’ beyond a transaction.
Reflection – The stereotypical user of the brand as generally reflected in communication. Do
remember that this is mostly a subset of the ‘Target group’ of the marketer.
Self-Image – This is the internal mirror, which shows how the consumer wants to be seen. This is
very important in imagery-based products. Ideally, a few characteristics of different elements need
to fall on this side of the prism
Here is the PRAN example of how multiple facets come together in the prism – all to bring
happiness to the consumer making him/ her feel a strong bond with the bottle.
Physique: Product oriented quality and a wide range of foods. Standard red with yellow color.

10. Personality: Quality Oriented, with a traditional sense.
Culture: Commitment and show respect to the human as well environment.
Self- Image: Focus on human relationship. Perpetuate tradition,
Reflection: connection to people from childhood through traditional way.
Relationship: advertising, community, friendship.
Product Strategy
A product strategy is the foundation of a product life cycle and the execution plan for further
development. The product strategy allows the business to zero in on specific target audiences and
focus on the product and consumer attributes.
PRAN do follow a strategy in their product manufacturing. They devote the highest time in their
product thinking and shaping but spend low cost as it their rule of sense to pay the lower cost in
manufacturing a product.

11. Product line length:
Line stretching: Adding products that are higher or lower priced than the existing line. PRAN
has added a number of products in their existing product lines, which are higher, or lower price
than the existing lines.
Line filling: Adding more items within the present price range.
Product line width:
Product line width is the number of different product lines carried by the company. PRAN has a
number of product lines. They are Juice, drink, bakery, carbonated beverages, snacks, culinary,
biscuits, confectionary, dairy, health food drink, frozen foods, breakfast and refreshment,
rehydration etc.
Some samples of different Product lines/categories of PRAN are shown below:
Bakery Carbonated beverage Biscuits
Culinary Dairy Products

12. Product line depth:
Product line depth is the number of different versions of each product in the line. Product line
depth includes different flavors, colors of the product. Our SBU PRAN-Frooto 250 ml has only
one flavor. It has no other variations. So this theory cannot be related to our product.
Product line consistency:
Product line consistency is how closely related the product lines are. The product lines of PRAN
Foods Ltd. are closely related because all the product lines include food and beverages only.
Now PRAN focuses on eight main things in their product strategy. First, one is growing up. In
their product strategy, they think is the product really grow their brand name and fame. Second is
a priority. They give priority to their market research who actually give them a new idea about the
product. In addition, their sales force who give them the new product idea. The third one is loyalty.
PRAN always think about their loyal customers. Do they really buy their new product? PRAN has
80% loyal customers around whole Bangladesh. PRAN also set their price by keeping them in
mind. PRAN has different target group for different products. They always think about the taste
of target group
Different products have different positioning according to the target group. Therefore, PRAN
needs to think about their target group positioning in their product strategy. Time, PRAN always
try to take a shorter time in developing a product as well strategy. Mileage, in PRAN’s product
strategy mileage, means cost. They always try to keep lower cost in their product development.
Then comes testing. After introducing a new product or development a new product, PRAN tests
it internally than marketed it. PRAN also take advertising policy in their product strategy. PRAN
try to catch their target group or new consumers by touching their heart. PRAN believe the heart
is the lock part of a person and emotion is the key to unlock the lock. PRAN unlock their target
group’s heart for their new product through emotional advertisement. However, before
advertisement, before testing, they do SWOT analysis of their product. See the risk factors before
providing the product a shape.

13. Pricing Strategy
Price is the amount of money charged for a product or service or the sum of the values that
customers exchange for the benefit of having or using the product or service.
Fixed price: The term fixed price is a phrase used to mean the price of a good or a service is not
subject to bargaining. The term commonly indicates that an external agent, such as a merchant or
the government, has set a price level, which may not be changed for individual sales. Pran frooto
has fixed price everywhere throughout the year.
Dynamic price: Dynamic pricing is a partially technology-based pricing system under which
prices are altered to different customers, depending on their willingness to pay. Several examples
of dynamic pricing are Airlines. This is not dynamic, as their price does not vary.
Fixed cost: Fixed costs are the costs that do not vary with production and sales level.
Variable cost: Variable costs are the costs that vary directly with the level of production.
Pricing a product based on the value the product has for the customer and not on its costs of
production or any other factor. This pricing strategy is frequently used where the value to the
customer is many times the cost of producing the item or service. For instance, the cost of
producing a software CD is the same independent of the software on it, but the prices vary with
the perceived value the customers are expected to have. The perceived value will depend on the
alternatives open to the customer. In business, these alternatives are using competitor’s software,
using a manual work around, or not doing an activity. In order to employ value-based pricing, you
have to know your customer's business, his business costs, and his perceived alternatives. It is also
known as Perceived-value pricing.
Value Pricing
This approach is used where external factors such as recession or increased competition force
companies to provide valuable products and services to retain sales e.g. value meals at McDonald's

14. and other fast-food restaurants. Value price means that you get great value for money i.e. the price
that you pay makes you feel that you are getting a lot of product. In many ways, it is similar to
Economy pricing. One must not make the mistake to think that there is benefit in terms of the
product or service. Reducing price does not generally increase value. As frooto is not varying in
price in case of value so value pricing is not a part of this.
In terms of the marketing mix, some would say that price is the least attractive element. Marketing
companies should really focus on generating as high a margin as possible. The argument is that
the marketer should change product, place or promotion in some way before resorting to price
reductions. However, the price is a versatile element of the mix, as we will see.
Penetration Pricing
The price charged for products and services is set artificially low in order to gain market share.
Once this is achieved, the price is increased. France Telecom and Sky TV used this approach.
These companies need to land grab large numbers of consumers to make it worth their while, so
they offer free telephones or satellite dishes at discounted rates in order to get people to sign up
for their services. Once there is a large number of subscribers prices gradually creep up. Taking
Sky TV for example, or any cable or satellite company, when there is a premium movie or sporting
event prices are at their highest – so they move from a penetration approach to more of a
skimming/premium pricing approach.
Price Skimming.
Price skimming sees a company charge a higher price because it has a substantial competitive
advantage. However, the advantage tends not to be sustainable. The high price attracts new
competitors into the market, and the price inevitably falls due to increased supply.
Manufacturers of digital watches used a skimming approach in the 1970s. Once other
manufacturers were tempted into the market and the watches were produced at a lower unit cost,
other marketing strategies and pricing approaches are implemented. New products were developed
and the market for watches gained a reputation for innovation.

15. Market-skimming pricing is a strategy under which producer sets a high price for a new high-
product or a uniquely differentiated technical product. The aim of this strategy is to obtain
maximum revenue from the market before substitutes products appear. After the aim is fulfilled,
the producer can lower the price drastically to capture the low-end buyers.
On the other hand, Market penetration strategy is a strategy under which a product is widely
promoted and its introductory price is kept comparatively low to keep the competition out. This
strategy is adopted for quickly achieving a high value of sales and deep market penetration of a
new product.
This strategy is based on some assumptions. Those are:
1. Buyers are price sensitive
2. The market is large enough to sustain relatively low-profit margins
3. The competitors too will soon lower their price.
For example the target customer of PRAN junior juice is the kids. They cannot consume a 500 ml
juice. Therefore, PRAN came up with an idea keeping the children and their needs in mind. They
came up with a 250 ml frooto juice pack at a very reasonable price. They try to intact the lowest

16. in the market. Hence, they follow market penetration.PRAN do Product Mix Pricing Strategies
internally.
Product Line Pricing:
A product line is a group of related products manufactured by a single company. Companies
usually develop product lines rather than single products.
PRAN also has various product lines. We can take their juice sector for example. PRAN has juices
available in a glass bottle, aseptic pack, pet bottle, tin can. Among them, Frooto Mango juice of
250ml is very popular one.
Optional Product Pricing:
Optional product pricing is a method of determining product costs whereby a business sets a low
cost for its most basic product and then profits from selling more costly accessories.PRAN does
not practice optional product pricing strategy.
Captive Product Pricing:
Captive product pricing is the strategy in an item made specifically for use with another item,
usually from the same manufacturer.PRAN does not have any captive product pricing strategy.
By- product Pricing:
By product is something, which is, produced as a result of producing something else (the main
product). Usually, the byproducts are disposed of and have little value. However, in by product
pricing, the by-product has significant value and the manufacturer can gain a competitive
advantage by reducing the price of the main product or recovering some of his expenses by selling
the valuable by product.
PRAN does not have the strategy.
Product Bundle Pricing:
Product bundle pricing is a marketing ploy in which several products are offered for sale in one
combined unit that is often marked at a reduced price compared to the sum of their separate
purchase prices. In the case of the international trade fair, we can consider Pran juice, biscuit and

17. mango bar to be bundle pricing at a lower price in comparison to individual buying if those
products.
Price Adjustments Strategies:
Discount and Allowance Pricing:
Discount is a straight reduction in price on purchases during a stated period of time or of larger
quantities. Discount can be available in various forms- cash discount, quantity discount, functional
discount, seasonal discount. Although cash discount in association with Robi frooto has ensured
tk six off upon purchase of any tk58 or tk 28 recharge card. If they purchase from ruposhi dokan
at least 100 units, they get to 50 off so quantity discount existed. The fictional and seasonal
discount was not identified during our research.
The allowance is promotional money paid by manufacturers to the retailer in return for an
agreement to feature the manufacturer's products in some way. Allowances are of two types: trade
in allowances and promotional allowances. PRAN does not provide discounts but provides
promotional allowances in some cases.
Segmented Pricing:
Segmented pricing is a situation that occurs when a company sets more than one price for a product
without experiencing significant differences in the costs of producing or distributing the product.
Different size has differently priced such as tk22 for 250 ml and tk 70 for 1 ltr.
Psychological Pricing:
A psychological pricing strategy relies on the nature of human psychology to make prices appear
more attractive to consumers.
For example a PRAN Junior Juice is available at taka 12 in the market. Star ship juice is 16taka
and an Acme juice is worth 15taka. As PRAN has a well-established reputation for its quality
people are going to buy a PRAN juice because at a lower price they are getting quality for that is
the strategy PRAN follows. Frooto is available at tk 22 which a part of pricing cues that set in a
way as if it ranges among tk 20, so psychological pricing exists.

18. Promotional Pricing:
Promotional pricing is temporarily pricing products below the list price, and sometimes even
below cost, to increase short run sales. Robi and PRAN offered change bonus with tk 6 off with
the purchase of Robi scratch card tk 58 or tk 28.
Geographical Pricing:
Geographical pricing is variable pricing method in which a selling price is computed according to
the customer's or market's distance or transportation costs incurred.
PRAN junior juice maintains the same price in everywhere in the country.
In our pricing strategies, we start the example of PRAN Frooto because from the brand manager
we got the practical information about their pricing strategies related to PRAN Frooto for better
understanding.
Packaging Strategy
A great packaging of yours makes your product POP. Moreover, fall off the shelf into customer’s
cart. PRAN used different packaging for the different product category. They use more than 11
types of packaging pattern for their 11-product category. According to PRAN assistant brand
manager in packaging site, PRAN spend the highest money in comparison to others brand. PRAN
believe successful packaging sells. Packaging that sells is friendly to the mind and connected to
the heart of the shopper. In other words, packaging must be designed to be imminently
“shoppable”. PRAN use different names related to their packaging, by giving them names PRAN
creates particular characters. There are six functions that product packaging should fulfill do by
PRAN.
Unique Packaging
The packaging "must stand out from the crowd" and be different from your competitors. You do
not want consumers to confuse your product with that of your competitors. This is to convince
customers that they are getting a quality product, which is just as good as the branded version.

19. "Copy Cat" packaging strategies could also be designed to confuse customers into inadvertently
purchasing the product, in the hope that they will like it and purchase it in the future. PRAN always
try to do unique packaging for their Chutney products.
Functional Packaging
If the packaging has more than one function, ensure that it performs all of its functions. PRAN do
functional packaging for their Dairy Products. PRAN believe packaging for food products must
preserve the product for a period. Whilst packaging for fragile products should protect the product
during storage and transit. If the packaging contains product instructions, make sure the
instructions are clear and will not be accidentally torn when the consumer is removing the product.
Safe Packaging
The packaging must be tested to make sure consumers can safely use it. The packaging should also
safeguard people living with the consumer such as children. For example, PRAN does that
packaging strategy in case of Pickle products.
Easy to Remove Packaging
Consumer give up products if packaging makes it difficult to access or use the product. PRAN
ensures that packaging in Juice products.
Promotional Packaging
Packaging must be designed to promote the benefits of the product. When consumers are deciding
on which product brand to choose, they will use the packaging to make their decision. PRAN in
the case of Soft Dough Biscuits does that packaging.
Brand Reinforcement Packaging
The packaging of the product must reinforce not just the product brand but also the corporate
brand. Will it follow the corporate color scheme? Will the fonts be similar to other products within

20. your product range? Will the packaging follow the family brand strategy and make the most of the
brand equity? However, PRAN always tries to maintain the corporate brand color scheme.
The list of their packaging along with product category are given below:
Product Category Packaging Type Different Size
Juices Tetra Pack 1000ml
500ml/250ml
125ml
Drinks
Pet Bottle
HDPE Bottle 170ml
285ml
Mineral Water Pet Bottle 500ml
1500ml
Bakery Pouch Pack
Carbonated Drinks Pet Bottle 280ml
Snacks Foil Pack 25gm
20gm
Culinary PET Bottle
Foil Pack
Glass Bottle
300ml
650ml
1000ml
200gm
Confectionary Pouch pack
Foil Pack
Biscuits Foil Pack
Jar
200gm
300gm
Dairy Tin/Plastic Jar
Foil
200ml
400ml
500ml
900ml

21. Frozen Paper Box 300gm
So here, we see that packaging of the different product varies here based on product category.
They try to avail the product in different sizes so they can attract all kinds of consumers. For
example; they use sachet pack of pickle to attract teen agers and on the other side, they use
250gm/500gm jar to the people who belong to the family group. So the sizes of the product here
used to attract different consumer group.
In order to maintain the quality of the product, they use different sort of packaging as well.For
example, they use HDPE bottle for 125ml drink item, on the other hand, they use pet bottle for
Frooto, Apple drinks as they find out that Drinks are safer in this type of bottles.Another example
could be, they use Foil pack for the Biscuit, Laccha Shemai, Spice, and Chanachur as the quality
of the product doesn't get hampered with this type of packaging.
The another great example of PRAN packaging is the Fino pack introduced by them for PRAN
UHT milk which holds the right temperature for milk.
Channel Strategy
A channel strategy is a plan for reaching customers with products and services. Channels serve
two primary functions: selling to the customer and delivering customer experience including
products and services themselves. A channel strategy considers factors such as customer habits,
competitive environment, and constraints such as costs and capabilities. The following are
common examples of channel strategies.
Retail
Opening physical locations to reach customers. PRAN do follow this type of channel to reach the
target group.
Camping
Locating sales offices or retail shops close to your customers. For example, an IT company that
sells a trading platform might locate sales offices in major financial districts. PRAN do follow this
type of channel to reach the target group.

22. E-commerce
Selling through your website and other digital channels such as a mobile app. PRAN is planning
to start.
Bricks and Clicks
Combining your e-commerce and retail operations such that they complement each other. For
example, retail locations may be used for delivery and customer service for online orders. The e-
commerce channel can be used by retail locations to extend inventory and selection. PRAN is
planning to start.
Personal Selling
Using a sales force who sell to a network of social connections. Critical to complex sales.
PRAN do follow this type of channel to reach the target group.
Direct Selling
Selling directly to customers through mediums such as social media. PRAN do follow this type
of channel to reach TARGET GROUP.
Value Added Reseller
Partners that incorporate your products or services in their own products.
Franchising
Retail locations that you do not own but exercise significant control over through contractual
agreements. PRAN do follow this type of channel to reach target group.
Wholesale

23. Selling to intermediaries in the supply chain such as wholesalers. PRAN do follow this type of
channel to reach target group
Licensing
Granting other firms the right to use your brand and/or intellectual property such as product designs
in exchange for fees.
Agent/Broker
Selling through representatives such as agents and brokers. PRAN do follow this type of channel
to reach the target group.
Marketing Partners
Partners such as advertising platforms that help you to reach customers. PRAN do follow this type
of channel to reach the target group.
Distribution Partners
Partners that help you with distribution including sales and delivery of products, services, and
customer experience. In many cases, distribution partners can help to expand sales to new regions
or customer segments. PRAN do follow this type of channel to reach the target group.
Promotional or Integrated Marketing Communication Strategies
The promotional mix describes a blend of promotional variables chosen by marketers to help a
firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there
is an optimal way of allocating budgets for the different elements within the promotional mix to
achieve best marketing results, and the challenge for marketers is to find the right mix of them.
Activities identified as elements of the promotional mix vary, but typically include the following:

24.  Advertising is the paid presentation and promotion of ideas, goods, or services by an
identified sponsor in a mass medium. Examples include print ads, radio, television,
billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile apps,
motion pictures, web pages, banner ads, emails.
 Personal selling is the process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea with an oral presentation, often in a face-
to-face manner or by telephone. Examples include sales presentations, sales meetings, sales
training and incentive programs for intermediary salespeople, samples, and telemarketing.
 Sales Promotion is media and non-media marketing communication used for a pre-
determined limited time to increase consumer demand, stimulate market demand or
improve product availability. Examples include coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
 Public relations or publicity is information about a firm's products and services carried by
a third party in an indirect way. This includes free publicity as well as paid efforts to
stimulate discussion and interest. It can be accomplished by planting a significant news
story indirectly in the media or presenting it favorably through press releases or corporate
anniversary parties. Examples include newspaper and magazine articles, TVs and radio
presentations, charitable contributions, speeches, issue advertising, seminars
 Direct Marketing is a channel-agnostic form of advertising that allows businesses and
nonprofits to communicate directly to the customer, with methods such as mobile
messaging, email, interactive consumer websites, online display ads, fliers, catalog
distribution, promotional letters, and outdoor advertising.
PRAN uses Advertisements, publicity programs and sales promotional programs as well.
For example: they use billboards, television and radio to promote their product.

25. There are two types of sales promotion strategies according to PRAN Group:
 A push strategy
 A pull strategy or
A Push Strategy:
A ‘push’ sales promotion strategy involves ‘pushing’ distributors and retailers to sell your products
and services to the consumer by offering various kinds of promotions and personal selling efforts.
What happens here is that a company promotes their product/services to a reseller who in turn
promotes it to another reseller or to the consumer. The basic objective of this strategy is to persuade
retailers, wholesalers and distributors to carry your brand, give it shelf space, promote it by
advertising, and ultimately ‘push’ it forward to the consumer. Typical push sales promotion
strategies include; buy-back guarantees, free trials, contests, discounts, and specialty advertising
items.
A Pull Strategy:
A ‘pull’ sales promotion strategy focuses more on the consumer instead of the reseller or
distributor. This strategy involves getting the consumer to ‘pull’ or purchase the product/services
directly from the company itself. This strategy targets its marketing efforts directly on the
consumers with the hope that it will stimulate interest and demand for the product. This pull
strategy is often used when distributors are reluctant to carry or distribute a product. Typical pull
sales promotion strategies include; samples, coupons, cash refunds or rebates, loyalty programs
and rewards, contests, sweepstakes, games, and point-of-purchase displays.
The PRAN follows the Pull strategy. Pull strategy is directing the promotional mix at ultimate
consumers to encourage them to ask the retailer for the product.
PRAN sort a total budget for their publicizing in each year.

26. Four common methods are used to set the total budget for advertising followed
by PRAN:
1. Affordable method: Companies use this method, at the level of their affordability. Small
businesses often use this method with the logic that the company cannot spend more on advertising
than the amount it has left after the other expenses.
2. Percentage of Sales method: In this method, companies set their budget at a certain percentage
of current or forecasted sales. The percentage of sales method is simple to use and helps
management think about the relationships between promotion spending, selling price, and profit
per unit.
3. Competitive Parity method: Setting budgets to match competitors' outlays and funds. They
monitor competitors’ advertising and follow it.
4. Objective and Task method: The most logical budget setting method is the objective and task
method whereby the company sets its promotion budget based on what it wants to accomplish with
the promotion. This method entails defining specific promotion objectives, the tasks needed to
achieve these objectives and estimating the costs of performing these tasks.
Five Major trade promotion tools followed by PRAN:
1. Discounts
2. Allowance
3. Free Goods
4. Push Money
5. Specialty Advertising Items.
Ten Major Consumer Sale’s promotion tools followed by PRAN:
1. Samples
2. Coupons
3. Cash Refunds
4. Price Packs
5. Premiums

27. 6. Advertising Specialties
7. Patronage Rewards
8. Point-of-purchase Displays And Material
9. Contest
10. Sweepstakes.
As we know coupons-are certificates that give the buyer a saving when they purchase
specified products, so here we can see if users of Robi recharge tk 58 and tk28 using scratch
cards only they will be provided with Tk6 less on Pran frooto 250 ml or Power energy
drink so it gives saving to the buyer. Advertising specialties are called promotional
products are useful articles imprinted aided with products or companies name, logo or
message they may include T-shirts, mugs, pens, pencils and calendar and so on. Here we
can see in the year 2013 Pran frooto sponsored BSJA Media cup cricket where they created
some T-shirts imprinted with Pran frooto logo and name and hence, advertising specialties
are found. In addition, they also introduced frooto greetings card as given above another
significance of advertising specialties. They in the year 2013 introduced Pran-Frooto BSJA
Media Cup Cricket, organized by Bangladesh Sports Journalists Association (BSJA),
begins today at the Maulana Bhasani National Hockey Stadium in the city. Where channels
like New Age vs. Kaler Kontha, Prothom Alo vs New Nation (9:30 am); Channel 24 vs
Alokito Bangladesh and Channel i vs BSS competed and hence “fight” with each other as
result contest has been identified.
Public Relation
It refers to maintaining a good relationship with companies various publics by obtaining favorable
publicity, building high-quality corporate image and handling or heading off unfavorable rumors,
stories, and events.
6 Public Relation Functions followed by PRAN:
 Press Relations
 Product Publicity

28.  Public Affairs
 Lobbying
 Investor Relations
 Development
Press relation or press agency refers to creating and placing newsworthy information in the news
media to attract attention to a person, product or service. We can see that Pran frooto organized
Bangladesh Sports Journalists Association (BSJA) in the year 2013 that involves well known
media such as New Age vs Kaler Kontha, Prothom Alo vs New Nation (9:30 am); Channel 24 vs
Alokito Bangladesh that shows that how tactfully they have used multiple media channels to place
a newsworthy information about media cup cricket. In addition to that, they as per the picture
below used Kaler kontho- newspaper media; to create and convey the news that ticket worth Tk
280 (for adults) can be sold at Tk150 if they brought any label of Pran frooto. They have PRAN
Frooto arranges vehicle support to Hajj Pilgrims using media such as the bangladeshinfo.com.
PRAN Frooto Viqarunnisa Noon 16th Science Festival opening on 12 Sept 2012 was published
by allmedialinks.com.

29. Have you ever examine your brand positioning which you wanted to
point to your target groups mind? Is it really spotted well? If yes, how
do you examine?
Yes. They do ask people about their brand as well about their some specific products to examine
whether their positioning is successful or not which is known as mental mapping.
PRAN
GROUP:
Reliability.
Unique
Advertising
Variety of food
category.
Strong channels.
1. Uni
que
adv
erti
sin
g.
Wonderful
packaging.
.
Quality
products.
Freshness.
Wide range of
price.

30. Brand Audit:
A Brand audit is brand health check. It's a process to re-evaluate your business product or service.
It's a thorough examination of your brand’s status in terms of things like positioning, messaging,
the value of customers, Experience, deficiencies, trends, appearance, benchmark against global
trends & competitors.It helps to identify your brand weakness & opportunities so that you can
effectively make the right changes to increase your risk & grow your profitability.
Brand audit reasons are such as low awareness, falling sales, poor market penetration deficiency,
week messaging, low market perception, image reputation attitude to the brand & effectiveness of
brand management efforts, reviewing marketing plans brand strategy brand collateral.It reveals the
gap between perceptions aspirations & realities with regard to your brand & your customers getting
what you think and experiencing what you are giving them do they even know everything you
have offered or provide.
Brand audit results better communications ensure your brand collateral ROI delivers better returns
on investment provide insert insight into you brand architecture and brand portfolio enhances
brand awareness between staff, Stakeholder, Customers alike provide directions for you brand now
and into the future.
PRAN Zeera Pani, when they launched this product for the first time they had sales of 20 crores
Taka in one month. But they recently noticed that consumers are not buying their Zeera Pani as a
digest category product. But consumers consuming Aarong’s Labang & Matha, RC Zeera Pani as
they found it tastier rather than the PRAN Zeera Pani.Noticing this situation PRAN did a brand
audit to give a health check of their Zeera Pani. Finally, they noticed that their Zeera Pani was not
consumed as before for the lack of sweetness.Then they stopped the production in the market but
after several months they relaunched their Jeera Pani with a added value of calmness, tastes along
with digestive proposition.

31. Evaluating Brand’s IMC Programs
A brand needs to set up its communications programs but works are not done yet. After doing all
communications activities time occurs to evaluate the all marketing communication programs.
PRAN is not different from others renowned brands so it also does evaluate its IMC programs.
Evaluating PRANS IMC Programs:
PRAN after 2 -3 years do evaluate their brand through evaluating their integrated marketing
communication programs. There are six steps in their evaluation.
Coverage: PRAN basically sees is their TARGET GROUP really covered by their taken IMC
programs. PRAN after launching their Zeera Pani they noticed their TARGET GROUP are not
consuming that product. Their marketing research team found the reason that their TARGET
GROUP are not catching PRAN’s message about zeera pani so they changed their TVC to cover
again their TARGET GROUP.
Commonality: Common things or common information’s are available or same or not PRAN
basically sees that thing in that part. PRAN always try to give the same information related to their
positioning but in different ways, different mediums.

32. PRAN deed the same thing in the case of every products advertisement.
Cost: Is their IMC programs cost too much? PRAN also do keep it mind as they need to keep their
cost average.
Contribution: PRAN always tries to examine that whether their TARGET GROUP are
remembering the brand or not through mind mapping or personal talking.
Complementarity: PRAN sees is their one option whether complement the other option or not.
Versatility: PRAN always tries to do some versatile activities. PRAN offer Mr. Noddles with
Zeera Pani so that people can buy Zeera Pani.
Brand Development Strategies
After doing a brand audit and evaluating integrated marketing communication programs when a
brand finds some major problems they take development strategies. So as PRAN, they took brand
development strategies recently in 2015.

33. According to most of the people, brand is the most important factors for choosing a product. So,
the companies should always focus on how to develop their brands. Brand development strategies
have a different segment.
Line extension means when a company extends existing brand names to new forms, colors, sizes,
ingredients of an existing product category. PRAN has introduced different forms (pet bottles,
aseptic/tetra packs), different sizes (250 ml, 500 ml, and 1000 ml) of PRAN Frooto.
Brand extension is the way of extending a current brand name to new modified products in a new
category. PRAN Foods Ltd. has extended its current brand name “PRAN” to new modified
products in a number of categories like, Juice, drink, bakery, carbonated beverages, snacks,
culinary, biscuits, confectionary, dairy, health food drink, frozen foods, breakfast and refreshment,
rehydration etc.
Multi brands are there when the companies introduce additional brands in the same category.
PRAN has many product categories and the company has introduced many different brands in each
of its product categories. Such as in terms of juice they have junior juice and frooto.Products
Cannibalization may occur which one successful brand may be strong enough to take away the
other brand such as if frooto 250 ml is too successful it might take away the market share of junior
juice.
New brands: A company may believe that the power of its existing brand name is waning and a
new brand name is needed. Or it may create a new brand name when it enters a new product
category for which none of the company’s current brand name is appropriate. It occurs when a
firm uses an entirely new brand name to enter a very different type of product category. PRAN
Frooto does not follow this.
When people state the name of NESTLE they can reminisce the name of New Zealand same way
Mr. Amjad Khan Chowdhury’s dream that when people state the name of PRAN they can recall
the name of Bangladesh. To accomplish Mr. Amjad Kahn Chowdhury‘s vision all PRAN
associates are doing their deeds.

34. Reference
 PRAN product catalog.
 http://www.pranfoods.net/product.php
 http://www.marketing91.com/.
Appendix