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MARKETING PRESENTATION ON PRAN

BUS268A - Service Marketing Presentation on Cathay Organization
by

Nilpori Nilanjona

on 22 December 2014

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Transcript of MARKETING PRESENTATION ON PRAN

Lamia Tabassum (RH-08)
Mohiuddin Kader Arnab (ZR-33)
Tasnim Sultana (RH-47)

Content
Introduction
Business portfolio
Mission,Vision,Goals
SWOT Analysis
Customer Driven Marketing Strategy
Strategies For Growth
Integrated Marketing Program
Marketing Information System
Branding
New Product Development
Managing NPD
PLC Strategies
Customer Relationship Management
Partner Relationship Management
Corporate Social Responsibility
Managing Global Market
Company Case
Recommendations
Q&A

Introduction to Organization


SWOT
ANALYSIS
Strength
Weakness
Opportunities

No powerful competitor in local market
Exporting to other countries
Use of existing Distribution Channel
High Growth Rate in industry
Threat
Too much competition from international market
Competitors Products
Largest grower and processor of fruits and vegetables in Bangladesh
Inception: 1980
Founder: Major General (Rtd.) Amzad Khan Chowdhury
PRAN stands for: Program For Rural Advancement Nationality
Exports products to 106 countries
Product Categories: 10
Total Products: Around 200
Total employees: Around 30,000
Business Portfolio
Fruit Juice
Mineral water
Bakery
Carbonated Beverage
Snacks
Culinary
Confectionary
Chocolates,Candies & Gums
Dairy
Frozen food
New Arrival
Rice items
Cup Pudding
Uncompromised Product Quality
First Mover's Advantage
Productive Workforce
Biggest Market Share
Somewhat Overpriced
Bigger workforce
Difficulty in management
OBJECTIVE
" achieving social values with sustainable pecuniary advantage for all our stakeholders"
VISION
"poverty and hunger are curses"
GOALS
Quality maintenance and improvement
To gain customer loyalty
To gain competitve advantage over all the competitors
To double sales and expand production capacity every 7-8 years
To be one of the biggest name in International fruit and vegetables processing industry
Customer Driven Marketing Strategy
SEGMENTATION
TARGETING
DIFFERENTIATION
&
POSITIONING
GEOGRAPHIC:
States and Countries
Urban area
Rural Area
DEMOGRAPHIC:
Age
Occupation
Gender
TARGET MARKETS:
Several Countries
Urban People
People from 6-50 years Old
Working class People
Housewives
Female Population
Integrated Marketing Program
PRODUCT
PRICE
PLACE
PROMOTION
Agro-based products
Quality ensured
Cost-based Pricing
Based on "overhead expenses" and "cost plus"
Delivery Network:
Super shops 30%
Retailers 20%
Grocery shops 50%
MISSION STATEMENT
PRAN for Health.
Eat Delicious.Live Healthy.
PRAN's Promotional Mix includes:
Advertising
Public Relations
Sales Promotion
ADVERTISING
TV channels- BTV, Channel I, NTV, RTV, ATN.
FM Radio
Billboards
Newspapers
PUBLIC RELATIONS
Sponsoring TV Programs
Sponsoring Sport Events
Sponsoring Sport Teams
PRAN National Pickles Competition
Celebration of Special days and big events.
SALES PROMOTION
Important:
Supreme Quality
Distinctive:
Pioneer in Agro-based Industry
Communicable:
Upgraded MIS
Affordable:
Justified Price Range
POSITIONING MAP

VALUE PROPOSITION
MARKETING INFORMATION SYSTEM (MIS)

RESEARCH APPROACH
CONTACT METHODS
SAMPLING
PRODUCT LIFE CYCLE (PLC) STRATEGIES
PARTNER RELATIONSHIP MANAGEMENT

CUSTOMER RELATIONSHIP MANAGEMENT
CORPORATE
SOCIAL
RESPONSIBILITIES
(CSR)
Promises T0 the ENVIRONMENT
OTHER SOCIAL SUPPORTS
Promises To The CONSUMER:
Promises To The EMPLOYEE
MANAGING GLOBAL MARKET
THANK YOU
Q&A
Experiment:
Test of "sample
taste" by consumers.
Phone
Mail
Personal
Online
Sampling a group of
employees
for "taste" test when a new product is launched.
Inspires
business partners
to contribute to the sampling procedure during official meetings.
Test run with the
students
of schools & colleges.
Sampling with
common people
.
Linear Program:
Name of the gift printed inside the linear of bottle
Glass Program:
1 glass offered instead of 5-6 bottles.
Others:
Cricket bat,Ball,Frisbee etc.are offered with 1 litre bottle.
Little amount of
discounts
sometimes.
INSTRUMENT
Use of
Questionnaire
while running any kind of researches.
Introduction
: Came up with "PRAN UP" when they felt the need to increase market share.
Growth
: Telecast of a lot of Tv advertisement for promotion.
Maturity
: Stable state in the market hence no new strategy followed.for the next 5-6 months.
Decline
: After 1 year, The sale declined.So,packaging was changed to increase sale.
PCC (PRAN Customer Care)
Cell Phone (From 08.00 am to 08.00 pm.
Web mail
If the consumer has any complaint,comment or enquiry they can contact PRAN through-
PRAN cares about its Trade Partners by giving them-
right price, right quality at right time and trade benefit.
special service like upcoming demand trends.
sample products
promotional sales competition
product replacement opportunity for any damaged or expired product.
Community Forestation
: To save the GREEN PLANET.
Effluent Treatment Plant (ETP)
: To ensure safe disposal of factory wastages.
Heat Recovery Boiler
: To save enery and utilize in factory operation.
PRAN
aims at building trust through clear communication.
provides right information about product ingredients,expiry date and nutrition values.
listens to consumers' suggestions,claims,feedback to avoid any sort of misconception.
provides clear price conception.
Equal opportunities given in every field irrespective of gender,cast and religion.
Selection is done based on merit and qualification.
Employees are rewarded with bonus,commission &other incentives as per their standards.
Free and subsidized food from the cafeteria.
Medical support for their health & hygiene.
Training sessions to enhance their skill
Helping mosques,temples and churches
Working together with Red Crescent
Collecting an donating blood
Working for the disabled
Working with "SAVE THE CHILDREN"
Helping the community during natural calamities
Providing airport support to Hajj pilgrims eery year from Dhak to KSA.
PRAN follows "more for more" strategy.
Promises to deliver highest quality product which justifies its higher prices.
BRANDING STRATEGY
Brand Image:
Ancient
Supreme Quality
Brand Positioning:
Beliefs and Values
Name Selection
Addresses dedication for rural development
Emotional connection
Brand Development
Line Extension
Brand Extension
Multibrands
Packaging
Labelling
Largest exporter of processed food
Currently exporting to106 countries
To reach 300 million people
EAT DELICIOUS,LIVE HEALTHY
Prepared By:

Prepared For:
Rafia Afrin
Lecturer
Course Code: M301
Course Title: Principles of Marketing
Institute of Business Administrtion
University of Dhaka
Full transcript